Vision 2020
Greater Bakersfield: Image in California
AUGUST 2002
www.cogentresearch.com
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• OBJECTIVES & METHODOLOGY
• STRATEGIC SUMMARY
• RESEARCH FINDINGS
Overall Perceptions of Bakersfield
Attitudes of Consumers
Tourism
Relocation
Retirement
Attitudes of Businesses
Demographic Profiles
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4
OBJECTIVES
This quantitative study is Phase II of a two-phase project. The purpose of this study is to measure:
• The needs of California residents with regard to tourism, relocation, and retirement
• The needs of California businesses with regard to relocation
• California residents’ and business persons’ perceptions of Bakersfield
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METHODOLOGY
Population: Residents (Random Sample)Business Persons (Expansion
Management magazine subscribers)
Area: California
Methodology: Phone
Data Collection Period: July 9 - July 26
Sample Size (error): Residents n=400 (+ 4.90 pp)Business Persons n=400 (+ 4.90 pp)
Residents were not asked all questions in the survey. For some batteries of questions, residents were split into “tourist,”
“relocater,” and “retiree” groups.
References to question numbers in two questionnaires, labeled QC# for the consumer questionnaire and QB# for the business
questionnaire, appear throughout this report.
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• OBJECTIVES & METHODOLOGY
• STRATEGIC SUMMARY
• RESEARCH FINDINGS
Overall Perceptions of Bakersfield
Attitudes of Consumers
Tourism
Relocation
Retirement
Attitudes of Businesses
Demographic Profiles
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STRATEGIC SUMMARY
Familiarity with Bakersfield positively affects perceptions Confirming our qualitative findings, consumers who have spent time in Bakersfield, who have family and friends who live in Bakersfield, or who have had the opportunity to get to know the people that live there have a more favorable impression of the community. In addition, business people who have a favorable impression of Bakersfield most often attribute it to visiting the city.
A significant proportion of both consumers and business persons report very limited knowledge of Bakersfield. In many cases, their lack of knowledge and experience results in their having little or no impression of the city. Over a third of both groups say that their overall impression of Bakersfield is neither unfavorable nor favorable.
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STRATEGIC SUMMARY
As we saw in the qualitative interviews, people’s perception of Bakersfield changed when they learned more about what the city has to offer. For example, a common perception among consumers is that there is “nothing to do” in Bakersfield. However, when they are read messages about the various activities available, many say they would be more likely to visit the city. In addition, most business persons are unaware of the quality and availability of Bakersfield’s labor force. After hearing messages about the labor force, they say they would be more likely to relocate their company to Bakersfield.
These misconceptions and lack knowledge present a great opportunity for Bakersfield to positively change its target markets’ perceptions through education and strategic communication.
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STRATEGIC SUMMARY
Perceived Strengths of BakersfieldCost of living and housing The perception that cost of living and housing is a strength of Bakersfield is held among people looking to relocate, people who may be retiring in the near future, and business persons. In particular, the message about the cost of housing makes business people more likely to consider relocating to Bakersfield.
Friendliness of peopleThe friendliness of the people who live in Bakersfield is perceived as better than in other communities. This is an important feature for people looking to relocate to another community.
Ability to offer a “change of pace”This is a factor that tourists look for when choosing a community to visit and one which they believe Bakersfield can provide better than other communities.
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STRATEGIC SUMMARY
RestaurantsBakersfield’s restaurants are perceived as being better than those of other communities. The quality of an area’s restaurants is important to tourists.
Cost of land and labor Businesses are most likely to relocate in order to reduce costs and because growth of the company has created a need for a larger facility. In particular, the cost of labor weighs relatively heavily in their relocation decision. Bakersfield’s cost of land and labor is perceived as better than that of other communities.
Accessibility to highwaysAccessibility to highways, which is important in business relocation decisions, is perceived as better in Bakersfield than in other communities.
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STRATEGIC SUMMARY
Perceived Weaknesses of BakersfieldWeather Bakersfield’s hot, dry weather was found to have a negative impact on both consumers’ and business persons’ impressions of the city. Weather is perceived as being very important by all groups. In several instances, Bakersfield’s weather has prevented tourists from visiting and relocaters from moving there.
Cultural and recreational activitiesBakerfield’s night life, and cultural and recreational activities are perceived as being worse than in other communities. Such activities are very important to tourists, and influential in their decisions about where to visit. Importantly, when read messages about the activities Bakersfield has to offer, the majority of participants say that the information makes them more likely to visit. The fact that survey paticipants respond favorably to information about culture and recreation in Bakersfield is consistent with qualitative findings.
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STRATEGIC SUMMARY
Career and higher educations opportunities Consumers who are likely to relocate within the next two years are driven to do so for career and educational opportunities. Those who are unlikely to relocate to Bakersfield cite the job market as one of the reasons. Not surprisingly, messages about the higher education institutions in Bakersfield make potential relocaters more likely to want to move to there.
Medical careThe availability of and quality of medical care are deemed the most important factors to people looking for somewhere to retire. In general, Bakerfield’s medical care is perceived as worse than that of other communities.
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STRATEGIC SUMMARY
The quality of labor force Labor, particularly its availability, is among the most important factors that businesses consider when deciding where to relocate to. Work ethic of the labor force is important to businesses. However, the work ethic of Bakersfield’s labor force is not perceived as relatively strong. Not surprisingly, the message about the strength of Bakersfield’s labor force makes businesses more likely to want to relocate there.
Location Businesses feel they need to be closer to other areas, or closer to their established markets and customer bases, and seem unsure about the business opportunities in Bakersfield.
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STRATEGIC SUMMARY
RecommendationsThere are several areas in which Bakersfield is living up to consumers’ and businesses’ expectations and needs. We recommend that Bakersfield continue to concentrate on excelling in these areas and communicating its excellence in these areas to the appropriate groups.
There are also a number of areas that are important to consumers and businesses which are perceived as being worse in Bakersfield than in other communities. In several cases, both consumers and businesses are simply unaware of what Bakersfield has to offer. These misconceptions can be corrected by educating people about Bakersfield’s true strengths.
This study explored the needs and perceptions of several different groups of people including tourists, people looking to relocate, people who may being retiring in the near future, and business persons. We recommend addressing the disparate needs of each of these groups with the messages that will be most relevant to them. The specific recommendations for each of these groups follow.
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STRATEGIC SUMMARY
Tourists• Educate consumers about the recreational and cultural activities Bakersfield has to offer. Let them know that there are, in fact, many “things to do” in Bakersfield and that there are many reasons to visit.• Highlight Bakersfield’s superior restaurants and the “change of pace” from regular life it can offer to tourists.
Relocaters• Educate consumers about the abundant job opportunities and higher education opportunities in Bakersfield.• Educate consumers about the quality of Bakersfield’s public education.• Promote Bakersfield’s low crime rate, low cost of living, and low cost of housing.• Promote the friendliness of the people who live in the Bakersfield community.• Concentrate less on promoting Bakersfield’s central location.
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STRATEGIC SUMMARY
Retirees• Educate older consumers about the quality and availability of medical care in Bakersfield. • Promote the affordable cost of living.
Businesses• Educate business persons about the stability, availability, skills, and work ethic of Bakersfield’s labor force.• Educate businesses about Bakersfield’s accessibility to major markets.• Promote the affordability of labor, living, and housing in Bakersfield.• Promote the abundance of affordable land available in and around Bakersfield. • Promote Bakersfield’s accessibility to major highways.
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• OBJECTIVES & METHODOLOGY
• STRATEGIC SUMMARY
• RESEARCH FINDINGS
Overall Perceptions of Bakersfield
Attitudes of Consumers
Tourism
Relocation
Retirement
Attitudes of Businesses
Demographic Profiles
18
Perceptions of Bakersfield are consistent across both consumers and businesses. The largest proportion of consumers and businesses in fact have no impression of Bakersfield. In addition, those with unfavorable views outweigh those with favorable views.
Very unfavorable
14%
Somewhat unfavorable
28%Neither
unfavorable nor favorable
39%
Somewhat favorable
17%
Very favorable3%
CONSUMERSCONSUMERS BUSINESSBUSINESS
Overall Perception of Bakersfield
Overall Perception of Bakersfield
QC2, QB1. What is your overall perception of Bakersfield, California? Please use a scale of 1 to 5 where 1 is “very unfavorable” and 5 is “very favorable.”
Very unfavorable
14%
Somewhat unfavorable
28%Neither
unfavorable nor favorable
38%
Somewhat favorable
14%
Very favorable6%
Subgroup analysis: Business persons whohave been to Bakersfield within the past yearhave a more favorable impression than those who have not been there in the past year.
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Among both groups, perceptions of Fresno are similar to perceptions of Bakersfield. Perceptions of Los Angeles are slightly more favorable.
Very unfavorable
12%
Somewhat unfavorable
20%
Neither unfavorable
nor favorable35%
Somewhat favorable
19%
Very favorable7%
CONSUMERSCONSUMERS BUSINESSBUSINESS
OverallPerception of Other Cities
OverallPerception of Other Cities
QC3, QB2. What is your overall perception of Fresno, California?
QC4, QC3. What is your overall perception of Los Angeles, California?
Very unfavorable
16%
Somewhat unfavorable
24%Neither
unfavorable nor favorable
24%
Somewhat favorable
23%
Very favorable14%Very
unfavorable22%
Somewhat unfavorable
21%
Neither unfavorable
nor favorable17%
Somewhat favorable
27%
Very favorable13%
Very un-favorable
9%
Somewhat unfavorable
19%
Neither unfavorable
nor favorable38%
Somewhat favorable
21%
Very favorable8%
FresnoFresno
Los AngelesLos Angeles
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QC45. You mentioned before that your perception of Bakersfield is (answer Q2). What experiences or information helped form this perception?
Factors Shaping Perception of Bakersfield
Factors Shaping Perception of Bakersfield
Consumers with favorable impressions of Bakersfield seem to be most influenced by the people who live there. The majority of consumers with negative impressions of Bakersfield are influenced by the weather. They also mention a lack of “things to do.”
UNFAVORABLE:
n=165Hot, dry weather
55%Dull/boring/nothing to do
23%Dirty town
14%Not impressed/don't like it
12%Only drove through
8%Crime/drugs
7%Family/friends there
7%A previous visit
3%Never been there
2%Other
11%
FAVORABLE:
n=80Family/friends there
26%Good people/community
18%Other activities
13%Restaurants or shopping
11%Hot, dry weather
10%Only drove through
9%Appearance/cleanliness
9%A previous visit
4%The cost of living
4%Educational institutions
3%
CONSUMERSCONSUMERS
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QB27. You mentioned before that your perception of Bakersfield is (answer Q1). What experiences or information helped form this perception?
Factors Shaping Perception of Bakersfield
Factors Shaping Perception of Bakersfield
Business persons have favorable impressions of Bakersfield from visiting the community and from reading about it and are impressed by the business opportunities for their industry. Those with negative impressions cite the weather and isolated location as influential.
BUSINESSBUSINESS
UNFAVORABLE:
n=166Weather/hot/dry
42%Location/desolate/isolated
22%Bad business opportunity
14%Have only driven through
12%Have visited Bakersfield
10%Agricultural/Farming/Oil industry
7%Not a lot to do
4%Have read or heard about it
4%Used to live/work there
4%Smog/fog
3%Dirty/wasn't clean
3%Too much desert
2%Crime/corrupt police system
2%Family/Friends
2%Lack of education
1%Rural community/not a big city
1%Never been there
1%Other
23%
FAVORABLE:
n=82Have visited Bakersfield
17%Business opportunities/industry
13%Have read or heard about it
12%New development/nice housing
11%Have only driven through
10%Used to live/work there
7%Rural community/not a big city
5%Weather
4%Family/Friends
2%Agricultural/Farming/Oil industry
2%Location
1%Other
34%Don't know/refused
4%
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Over three-quarters of both consumers and business persons have visited Bakersfield. Over a third have visited within the past year.
Have not been to Bakersfield
22%
Have been to Bakersfield
78%
CONSUMERSCONSUMERS BUSINESSBUSINESS
Visits to BakersfieldVisits to
Bakersfield
Q40C, Q22B. Have you ever been to Bakersfield, California?
Q41C, Q23B. When was the last time you were in Bakersfield?
Within last year 37%Within last 5 years 29%Within last 10 years 15%Within last 20 years 11%Over 20 years ago 9%
Have not been to Bakersfield
16%
Have been to Bakersfield
85%
Within last year 43%Within last 5 years 30%Within last 10 years 14%Within last 20 years 9%Over 20 years ago 5%
Subgroup analysis: Younger consumers (18-34) are less likelythan older consumers to have been to Bakersfield. People wholive in Los Angeles county are less likely to have been to Bakersfield than those who live elsewhere in California.
Subgroup analysis: Business persons with a more favorable impression are more likely to have been to Bakersfield within the past year.
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The majority of consumers and business persons feel “the southern part of the Central Valley” best describes Bakersfield’s location.
Don't know11%
Something else better describes it
4%
The southern part of the
Central Valley60%
The northern part of
Southern California
26%
CONSUMERSCONSUMERS BUSINESSBUSINESS
Perception of Bakersfield’s
Location
Perception of Bakersfield’s
Location
QC42, QB24. Which of the following best describes Bakersfield’s location?
The northern part of
Southern California
24%
The southern part of the
Central Valley63%
Something else betterdescribes it
5%
Don't know8%
Subgroup analysis: Younger consumers (18-34) are more likely than older consumers to feel “the northern part of southern California” better describes Bakersfield.
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The majority of consumers and business persons are aware that Bakersfield is located in Kern County.
Don't know3%
No43%
Yes55%
CONSUMERSCONSUMERS BUSINESSBUSINESS
Awareness of Bakersfield’s
Location
Awareness of Bakersfield’s
Location
QC43, QB25. Are you aware that Bakersfield is located in Kern County?
No32%
Yes68%
Subgroup analysis: Younger consumers (18-34) are less aware than older consumers.
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There is a slightly larger proportion of people who have a more favorable impression of “Kern County” than those who prefer “Greater Bakersfield.” However, the largest proportion of people do not have a preference between the two labels.
Neither is better than the other
55%
Kern County31%
Greater Bakersfield
14%
CONSUMERSCONSUMERS BUSINESSBUSINESS
Impression of Location
Descriptions
Impression of Location
Descriptions
QC44, QB26. Which description of the area do you have a more favorable impression of?
Neither is better than the other
43%
Kern County32%
Greater Bakersfield
25%
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• OBJECTIVES & METHODOLOGY
• STRATEGIC SUMMARY
• RESEARCH FINDINGS
Overall Perceptions of Bakersfield
Attitudes of Consumers
Tourism
Relocation
Retirement
Attitudes of Businesses
Demographic Profiles
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The vast majority of consumers travel between one and five times a year. Almost a quarter of them travel over five times a year.
More than 10 times a year
14%
6 to 10 times a year
10%
2 to 5 times a year48%
About once a year17%
Less than once a year
12%
Frequency of Leisure TravelFrequency of Leisure Travel
QC5. How often do you travel for leisure?
CONSUMERSCONSUMERS
Subgroup analysis: Younger consumers (18-34) travel for leisure more often.
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The cultural activities/entertainment available
31%The weather of the area
25%The cleanliness of the area
17%The safety of the area
16%The scenery
13%The outdoor recreational activities available
13%The proximity/location
10%The quality/friendliness of the people/community
9%The restaurants
9%The presence of family or friends living there
8%The hotels and accommodations
8%The historical sites in the area
8%The population density/number of tourists
6%The activities available for children and families
5%The cost involved
5%The shopping available in the area
5%The traffic/roadways/transportation
4%Other
11%
QC6. When you are evaluating a community as a place to visit, what are the most important factors you consider?
Factors Influencing
Tourism Choices
Factors Influencing
Tourism Choices
Tourists most often consider the cultural activities/entertainment and the weather when evaluating places to visit.
CONSUMERSCONSUMERS
Subgroup analysis: Younger consumers (18-34) are more likely than older consumers to consider the safety of the area and the outdoor recreational activities. Older consumers(55+) are more likely to consider presence of family and friends. Single people are more likely than married people to consider the friendliness of the people. Married people and people 35-54 are more likely than other groups to consider activities for children and families. People from northern California aremore likely to consider the scenery than people who live elsewhere.
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The weather, the outdoor recreational activities, and the restaurants are most important to consumers when they are deciding what communities to visit.
Factors Influencing
Tourism Choices
Factors Influencing
Tourism Choices
QC8-18. Now, I’m going to read a list of factors that might influence someone’s decision to visit a certain community. Please tell me how important each factor is to you. Please rate each factor on a scale of 1 to 5 where 1 is “Not important at all” and 5 is “Very important.”
54%
38%
30%
32%
28%
36%
27%
31%
23%
21%
17%
23%
30%
34%
29%
31%
19%
28%
24%
27%
26%
20%
Mean
The weather
The area's ability to provide you with a change of pace from your regular life
The cultural activities available
The activities available for children and families
The hotels and accommodations
The historical sites in the area
The shopping opportunities in the area
The transportation available in the area
The night life the area offers
The outdoor recreational activities available
The restaurants
4.22
3.82
3.81
3.73
3.61
3.45
3.50
3.59
3.35
3.15
2.88
5- Very Important 4
Subgroup analysis: Outdoor recreational activities, shopping, “change of pace,” night life, and job opportunities are more important to younger consumers. Historical sites, cultural activities, friendliness of people, and weather are more important to older consumers.
n=307
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The majority of consumers are very unlikely to visit Bakersfield within the next year, while over a quarter are at least somewhat likely to do so.
Very likely16%
Somewhat likely11%
Neither likely nor unlikely
2%
Somewhat unlikely
14%
Very unlikely58%
Likelihood to Visit
Bakersfield
Likelihood to Visit
Bakersfield
QC46. How likely are you to visit Bakersfield within the next year?
CONSUMERSCONSUMERS
Subgroup analysis: Consumers who have been to Bakersfield recently are more likely to visit again. People who live in Central and South Central California are more likely to visit Bakersfield than thosewho live elsewhere in California.
31
No reason to visit/not interested
66%Location
11%Will only come for family/friends
7%Weather/too hot
7%Family moved/no longer lives there
5%Health issues/age
4%Only go for business
3%“Trashy” place
2%Other
5%QC47. (If Q46<5) Why aren’t you more likely to visit to Bakersfield?
Reasons Preventing
Visiting Bakersfield
Reasons Preventing
Visiting Bakersfield
Consumers who are unlikely to visit Bakersfield feel they have no reason to do so. Other barriers, such as location and weather, are rarely top of mind.
CONSUMERSCONSUMERS n=338
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18%
13%
11%
9%
10%
8%
8%
8%
8%
6%
5%
6%
6%
12%
7%
9%
10%
7%
10%
8%
25%
8%
6%
10%
13%
12%
11%
13%
7%
15%
14%
30%
12%
14%
12%
4%
3%
4%
4%
3%
3%
4%
3%
5%
Ratings of BakersfieldRatings of Bakersfield
Across most factors, in particular weather and night life, Bakersfield is perceived to be below average compared with other communities in California. Bakersfield’s strength as a tourist destination is its ability to offer tourists a “change of pace.”
QC50-60. Now, I’m going to repeat a list of factors that might be used to evaluate a community as a place to visit. For each factor, please tell me whether you consider Bakersfield much worse, somewhat worse, about the same, somewhat better, or much better than other communities in California that you are familiar with.
The area's ability to provide you with a “change of pace”
The restaurants
The shopping opportunities in the area
The weather
The hotels and accommodations
The outdoor recreational activities available
The activities available for children/families
The cultural activities available
The historical sites in the area
The transportation available in the area
The night life the area offers
TOURISTSTOURISTSSomewhat worse
Somewhat better
Much worse
Much better
Subgroup analysis: Consumers who have been to Bakersfield recently perceive activities for families, shopping,and restaurants to be better.
n=307Neutral categories not shown
33
Importance vs. Performance
The chart on the following page illustrates how well Bakersfield performs with regard to the factors which may influence a person’s decision to visit a community. Items are plotted from bottom to top in increasing order of importance and from left to right in increasing order of Bakerfield’s perceived performance.
Upper-Left Quadrant: High Importance, Lower Performance.This is perhaps the most critical area for Bakersfield because it demonstrates areas that are very important to consumers and in which Bakersfield is perceived as worse than other communities.
Upper-Right Quadrant: High Importance, Higher Performance.Items is this quadrant represent those for which Bakersfield is living up to consumers’ expectations. While there is no indication that Bakersfield’s performance is in need of improvement, it should continue to make these areas a priority. Lower-Right Quadrant: Low Importance, Higher Performance.Items in this quadrant represent those for which Bakersfield is exceeding expectations.
Lower-Left Quadrant: Low Importance, Lower Performance.Bakersfield’s performance in these areas is relatively low. However, because they are less important to consumers, there is less reason to be concerned.
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Historical sites
Change of pace
Transportation
Nightlife
Resturants
Hotels
Shopping
Weather
Outdoor Recreation
Cultural Activities
Activities for children
35%
40%
45%
50%
55%
60%
65%
70%
75%
80%
5% 10% 15% 20% 25%Performance
Mean = 14% (Top 2 Box)
Import
ance
Mean =
57
% (
Top 2
Box)
Consumer
Importance/Performance
Matrix
ConsumerImportance/Performance
Matrix
TOURISTSTOURISTS
High ImportanceLower Performance
High ImportanceHigher Performance
Low ImportanceHigher Performance
Low ImportanceLower Performance
Areas of high importance and lower performance include weather and outdoor recreational activities. Areas of high importance and higher performance include restaurants and ability to offer a “change of pace.”
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Potential tourists are more influenced by messages about the outdoor recreational activities and cultural activities in Bakersfield.
20%
12%
16%
9%
30%
30%
19%
20%
Reactions to Messages
Reactions to Messages
QC82-85. I’m going to read you some statements about Bakersfield, California. Please tell me whether each statement makes you less likely, neither less nor more likely, or more likely to consider visiting there.
Bakersfield has abundant outdoor recreational activities such as golf courses, bike paths, white water rafting, camping, fishing, water sports, etc
Bakersfield's entertainment activities include several race tracks, from NASCAR to drag racing, and concerts from a variety of entertainers such as Elton John, Jewel and Buck Owens to Korn, Blink 182 and Tool
Bakersfield and Kern County are centrally located-no more than two hours from downtown Los Angeles-or four hours from either San Diego or San Francisco
Bakersfield's cultural activities include annual Jazz and Film Festivals
Much more likely Somewhat more likely
TOURISTSTOURISTS
Subgroup analysis: Younger consumers (18-34) found the message about entertainment more appealing than older
consumers did.
n=307
36
• OBJECTIVES & METHODOLOGY
• STRATEGIC SUMMARY
• RESEARCH FINDINGS
Overall Perceptions of Bakersfield
Attitudes of Consumers
Tourism
Relocation
Retirement
Attitudes of Businesses
Demographic Profiles
37
Almost a quarter of consumers are likely to relocate within the next two years.
Very likely14%
Somewhat likely10%
Neither likely nor unlikely
4%
Somewhat unlikely
10%
Very unlikely63%
Likelihood to Relocate
Likelihood to Relocate
QC7. How likely are you within the next two years to permanently relocate to another community beside the one where you currently reside?
CONSUMERSCONSUMERS
Subgroup analysis: Younger consumers (18-34) and single people are more likely to relocate than older and
married consumers.
38
Employment/career opportunities
35%Schools/college
17%Family reasons
12%Population/crowding issues
10%Weather/temperature
9%Looking for a change/something better
6%Cost of living
6%Safety issues
5%Age/retirement
5%Looking for a new home
4%Environment/scenery
2%Want to move back to previous home
2%Other
14%
QC7a. What are the main reasons prompting you to consider relocating?
Factors Influencing Decision to
Relocate
Factors Influencing Decision to
Relocate
Consumers who plan on relocating are most likely doing so for career or educational opportunities.
CONSUMERSCONSUMERS n=93
39
The crime rate, the cost of housing and overall cost of living, and the available job opportunities are the most influential factors in a consumer’s decision to relocate to a certain community.
Factors Influencing Relocation
Choices
Factors Influencing Relocation
Choices
QC19-33. Now, I’m going to read a list of factors that might influence someone’s decision to relocate to a certain community. Please tell me how important each factor is to you. Please rate each factor on a scale of 1 to 5 where 1 is “Not important at all” and 5 is “Very important.”
Mean5- Very Important 4
The area's crime rate
The overall cost of living
The area's air quality
The friendliness of the people who live in the area
The higher education opportunities
The quality of the public education system
The weather
The outdoor recreational activities available
The cultural activities available
The cost of housing
The job opportunities available
The shopping opportunities in the area
The activities available for children and families
The night life the area offers
The ethnic and cultural diversity of the people
62%
57%
56%
46%
49%
43%
45%
55%
41%
26%
25%
26%
32%
30%
23%
22%
19%
27%
32%
27%
27%
30%
16%
29%
30%
38%
25%
25%
23%
27%
4.38
4.29
4.22
4.20
4.18
4.08
4.06
4.03
4.02
3.67
3.66
3.58
3.52
3.42
3.39
Subgroup analysis: Job opportunities and nightlife are more important to single people. The weather and the friendliness of people who live in the community are more important to people over 55. The cost of housing is more important to people 35-54.
n=93
40
Among consumers who are likely to relocate within the next two years, just 5% are likely to move to Bakersfield.
Very likely3%
Somewhat likely2%
Neither likely nor unlikely
3%
Somewhat unlikely
12%
Very unlikely80%
Likelihood to Relocate to Bakersfield
Likelihood to Relocate to Bakersfield
QC48. (IF Q7 = 4,5) How likely are you to consider moving to Bakersfield within the next two years?
CONSUMERSCONSUMERS
n=93
41
Have no reason to move there
19%The weather/heat
18%The job market/business
17%The lack of entertainment or activities
13%The geographic location
12%The location of family and friends
10%Too far from the beach
6%Not familiar with the area
6%Other
15%Don't know
4%
QC49. What prevents you from being more likely to consider Bakersfield?
Reasons Preventing
Relocating to Bakersfield
Reasons Preventing
Relocating to Bakersfield
Consumers who are unlikely to move to Bakersfield feel they have no reason to do so. They also mention the weather and the job market.
CONSUMERSCONSUMERS
Subgroup analysis: Younger consumers (18-34) are more likely to be prevented by the job market. Older consumers (55+)are more likely to be prevented by the weather.
n=83
42
26%
26%
18%
16%
15%
12%
12%
11%
8%
6%
5%
6%
16%
11%
18%
23%
24%
5%
8%
8%
24%
18%
22%
12%
3%
13%
1%
3%
6%
10%
8%
11%
2%
1%
4%
3%
5%
20%
4%
3%
6%
2%
4%
6%
4%
3%
3%
6%
5%
4%
2%
2%
2%
4%
2%
1%
3%
2%
17%
Ratings of BakersfieldRatings of Bakersfield
Bakersfield’s cost of living and housing and the friendliness the people who live there are it greatest strengths as a community to relocate to. Areas considered weaker are the job opportunities, night life, and cultural activities.
Q61-75. Now, I’m going to repeat a list of factors that might be used to evaluate a community as a place to live. For each factor, please tell me whether you consider Bakersfield much worse, somewhat worse, about the same, somewhat better, or much better than other communities in California that you are familiar with.
The cost of housing
The overall cost of living
The area's air quality
The friendliness of the people
The area's crime rate
The weather
The shopping opportunities
The activities available for children/families
The ethnic and cultural diversity
The quality of the public education system
The night life the area offers
The higher education opportunities
The job opportunities available
The cultural activities available
The outdoor recreational activities
RELOCATERSRELOCATERSSomewhat worse
Somewhat better
Much worse
Much bettern=93
Neutral categories not shown
43
NightlifeShopping
Activities for families
Cultural activites
Outdoor recreation
Weather
Air quality
Crime rate
Ethnic/ cultural diversity
Friendliness of people
Cost of Living
Public education
Higher Education
Job Opportunities
Cost of Housing
35%
40%
45%
50%
55%
60%
65%
70%
75%
80%
85%
5% 10% 15% 20% 25% 30% 35% 40% 45%Performance
Mean = 16% (Top 2 Box)
Import
ance
Mean =
68
% (
Top 2
Box)
As the chart shows, among perceived weaknesses, weather, job and higher education opportunities and public education are considered most important.
ConsumerImportance/Performance
Matrix
ConsumerImportance/Performance
Matrix
RELOCATERSRELOCATERSHigh ImportanceLower Performance
High ImportanceHigher Performance
Low ImportanceHigher Performance
Low ImportanceLower Performance
44
Messages about higher education opportunities, recreational activities, and Bakersfield’s ranking for business and careers were most appealing to potential relocaters.
17%
14%
18%
15%
14%
15%
12%
6%
4%
33%
33%
28%
31%
29%
27%
30%
26%
25%
Reactions to Messages
Reactions to Messages
QC86-94. I’m going to read you some statements about Bakersfield, California. Please tell me whether each statement makes you less likely, neither less nor more likely, or more likely to consider relocating there.
Bakersfield has several public and private higher educational institutions such as California State University and the University of California
Bakersfield is considered one of the best places in the United States for business and careers, ranked 53rd in the nation and 15th in California
The median home sales price in Bakersfield is $105,500
Bakersfield has abundant outdoor recreational activities such as golf courses, bike paths, and white water rafting
RELOCATERSRELOCATERS
Emphasizing youth and family activities, Bakersfield is a great place to raise a family
Bakersfield is no more than a two hour drive from the mountains, rivers, beaches, wine country, and LA
Bakersfield's entertainment activities include several sports teams
Bakersfield's cultural activities include a 70-year tradition symphony and annual Jazz and Film Festivals
Bakersfield is centrally located, no more than four hours away from either San Diego or San Francisco
Much more likely Somewhat more likely
n=93
45
• OBJECTIVES & METHODOLOGY
• STRATEGIC SUMMARY
• RESEARCH FINDINGS
Overall Perceptions of Bakersfield
Attitudes of Consumers
Tourism
Relocation
Retirement
Attitudes of Businesses
Demographic Profiles
46
Medical care and cost of living are most important to older consumers when considering communities for retirement.
67%
66%
46%
50%
39%
34%
15%
14%
34%
26%
25%
29%
Factors Influencing Retirement
Choices
Factors Influencing Retirement
Choices
QC34-39. Now, I’m going to read a list of factors that might influence someone’s decision to retire to a certain community. Please tell me how important each factor is to you. Please rate each factor on a scale of 1 to 5 where 1 is “Not important at all” and 5 is “Very important.”
Mean
The availability of medical care
The cost of housing
Proximity to family or friends
The social and recreational activities for retired people
The quality of medical care
The overall cost of living
4.37
4.31
4.09
4.05
3.81
3.67
5- Very Important 4
n=175
47
23%
26%
7%
6%
6%
5%
6%
10%
15%
4%
5%
4%
3%
7%
24%
5%
3%
3%
3%
3%
5%
5%
5%
11%
Ratings of BakersfieldRatings of Bakersfield
Consumers consider the cost of housing and living in Bakersfield to be better than in other communities they might consider for retirement. However, for most, Bakersfield is not as close to their family and friends.
QC76-81. Now, I’m going to repeat a list of factors that might be used to evaluate a community as a place to retire. For each factor, please tell me whether you consider Bakersfield much worse, somewhat worse, about the same, somewhat better, or much better than other communities in California that you are familiar with.
The cost of housing
The overall cost of living
The availability of medical care
The quality of medical care
The proximity to family or friends
The social and recreational activities available for retired people
RETIREESRETIREESSomewhat worse
Somewhat better
Much worse
Much better n=175Neutral categories not shown
48
Proximity to family and friends
Cost of living
Social and recreational activites for retirees
Quality of medical care
Availibility of medical care
Cost of housing
35%
40%
45%
50%
55%
60%
65%
70%
75%
80%
85%
5% 10% 15% 20% 25% 30% 35% 40%Performance
Mean = 18% (Top 2 Box)
Import
ance
Mean =
74
% (
Top 2
Box)
Areas of high importance and lower performance are availability and quality of medical care. Areas of high importance and higher performance are cost of housing and cost of living.
ConsumerImportance/Performance
Matrix
ConsumerImportance/Performance
Matrix
RETIREESRETIREESHigh ImportanceLower Performance
High ImportanceHigher Performance
Low ImportanceHigher Performance
Low ImportanceLower Performance
49
• OBJECTIVES & METHODOLOGY
• STRATEGIC SUMMARY
• RESEARCH FINDINGS
Overall Perceptions of Bakersfield
Attitudes of Consumers
Tourism
Relocation
Retirement
Attitudes of Business Persons
Demographic Profiles
50
About 12% of the business people interviewed say their company is likely to relocate within the next two years.
Very unlikely77%
Somewhat unlikely
9%
Neither likely nor unlikely
3%
Somewhat likely5%
Very likely7%
Likelihood to Relocate
Likelihood to Relocate
QB4. How likely is your company to relocate to another community beside the one where you are currently located within the next two years?
BUSINESSBUSINESS
51
QB5. What are the main reasons causing your company to consider relocating?
Factors Influencing Decision to
Relocate
Factors Influencing Decision to
Relocate
Costs and company growth are among the top reasons companies are considering relocation.
BUSINESSBUSINESS
Costs (general)
36%Company growth/need a bigger facility
17%Government regulations
9%Energy costs
6%Lease is almost up
6%Location of corporate headquarters
6%Availability/cost of labor
6%Traffic
4%Other
9%Don't know/Refused
11%
Subgroup analysis: Manufacturing companies are more likely to relocate due to company growthand need for a bigger facility.
n=47
52
Availability of workforce
22%Location/traveling distance to work
21%Cost of living
18%Amount of business opportunity
13%Transportation
12%Cost (general)
12%The people/community
6%Tax costs
5%Amount of space available
5%Environment
5%Population
3%Proximity to the owner's home
3%Accessibility to recreation/other places
3%Weather
2%Shipping/trucking services
2%Government support/regulations
1%Other
9%
QB6. If your company were planning to relocate to a different community within California, what are the most important factors it would consider?
Factors Influencing Relocation
Choices
Factors Influencing Relocation
Choices
Availability of labor and geographic location were mentioned most often as factors that are influential in relocation decisions.
BUSINESSBUSINESS
53
Various aspects of a community’s labor force, including work ethic, stability, availability, and cost are considered most important to business relocation decisions.
Factors Influencing Relocation
Choices
Factors Influencing Relocation
Choices
QB7-21. Now, I’m going to read you a list of factors that might be used to evaluate a community as a place to live and as a business location. Please tell me how important each factor would be to your company if it were considering moving some where else in California.
Mean5- Very Important 4
The work ethic of the labor force
The cost of labor
How well the labor force's skills fits company’s needs
The overall cost of living
The cost of land
The area's accessibility to major highways
The training of the labor force
The cost of housing
The area's proximity to major markets
The stability of the labor force
The availability of the labor force
The area's technical infrastructure (T1 and T3 lines)
The higher education opportunities
The accessibility to air travel
The cultural and recreational activities available
55%
48%
50%
43%
44%
37%
44%
40%
38%
30%
35%
30%
20%
18%
13%
30%
37%
34%
35%
31%
37%
27%
30%
30%
37%
26%
25%
27%
22%
26%
4.30
4.27
4.28
4.15
4.09
4.00
3.96
3.98
3.89
3.82
3.70
3.63
3.38
3.20
3.26
BUSINESSBUSINESS
54
Based on current perceptions, few California businesses would consider relocating to Bakersfield. Even among businesses likely to relocate with the next two years, only 6% are likely to relocate to Bakersfield.
Very likely2%
Somewhat likely3%
Neither likely nor unlikely
6%Somewhat
unlikely11%
Very unlikely79%
Likelihood to Relocate to Bakersfield
Likelihood to Relocate to Bakersfield
QB28. If your company were planning on relocating to somewhere else in California within the next two years, how likely would it be to relocate to Bakersfield?
BUSINESSBUSINESS
Very likely2%
Somewhat likely4%
Neither likely nor unlikely
20%
Somewhat unlikely
11%
Very unlikely63%
Unlikely to RelocateUnlikely to Relocate Likely to RelocateLikely to Relocate
n=354 n=46
55
QB29. Why isn’t your company more likely to relocate to Bakersfield?
Reasons Preventing
Relocation to Bakersfield
Reasons Preventing
Relocation to Bakersfield
Bakersfield’s geographic location appears to be preventing businesses from considering it. In several cases, businesses need to be closer to other areas or already have customer bases established elsewhere.
BUSINESSBUSINESS
LIKELY TO RELOCATE IN NEXT TWO YEARS:Customer base already established
18%Need to be close to other places
16%Bad business opportunity/small market
13%Employees live elsewhere
9%Lacks work force/talent needed
4%Happy elsewhere
4%Owner's issues
2%Other
33%
UNLIKELY TO RELOCATE IN NEXT TWO YEARS:Need to be close to other places 24%Not likely we will relocate 14%Customer base already established 12%Bad business opportunity/small market 8%Lacks work force/talent needed 7%Weather is too hot 7%Happy elsewhere 6%Employees live elsewhere 4%Owner's issues 3%Nothing to attract us there 3%Too small for our business 2%Other 21%
n=346 n=45
56
43%
43%
41%
38%
24%
20%
19%
18%
14%
11%
10%
11%
7%
8%
8%
23%
22%
11%
12%
5%
1%
5%
6%
13%
18%
11%
9%
31%
23%
32%
29%
22%
30%
17%
1%
1%
1%
6%
5%
3%
3%
14%
8%
16%
11%
5%
7%
8%
25%
3%
4%
5%
4%
3%
5%
5%
2%
4%
3%
Ratings of BakersfieldRatings of Bakersfield
Businesses generally rate the cost of land, living, and labor in Bakersfield as better than that of other communities. Accessibility to air travel, higher education opportunities and training of labor force are generally rated as worse.
QB30-44. Now, I’m going to read once again a list of factors that might be used to evaluate a community. For each factor, please tell me whether Bakersfield is much worse, somewhat worse, about the same, somewhat better, or much better than other communities in California you are familiar with.
The cost of housing
The cost of land
The overall cost of living
The cost of labor
The area's accessibility to major highways
The availability of the labor force
The work ethic of the labor force
The area's proximity to major markets
How well the labor force's skills fit needs
The accessibility to air travel
The cultural and recreational activities
The training of the labor force
The higher education opportunities
The area's technical infrastructure
The stability of the labor force
BUSINESSBUSINESS
5%
Somewhat worse
Somewhat better
Much worse
Much better
Neutral categories not shown
57
Cultural and recreational activities
Cost of living
Cost of housing
Higher education
Work ethic
Labor stability
Training of labor force
Labor availibility
How well labor skill's fit company's needs
Cost of labor
Cost of landAssessibility to highways
Proximity to markets
Assessibility to air travel
Technical infrastructure
35%
40%
45%
50%
55%
60%
65%
70%
75%
80%
85%
5% 10%
15%
20%
25%
30%
35%
40%
45%
50%
55%
60%
65%
70%
75%
PerformanceMean = 30% (Top 2 Box)
Import
ance
Mean =
67
% (
Top 2
Box)
Among Bakersfield’s perceived weaknesses are various attributes of the community’s labor force.
BusinessImportance/Performance
Matrix
BusinessImportance/Performance
Matrix BUSINESSBUSINESS
High ImportanceLower Performance
High ImportanceHigher Performance
Low ImportanceHigher Performance
Low ImportanceLower Performance
58
Business persons find messages about the cost of housing and the work ethic of Bakersfield’s labor force to be most influential.
25%
16%
16%
16%
12%
10%
10%
8%
10%
10%
40%
41%
37%
36%
35%
37%
32%
31%
27%
26%
Reactions to Messages
Reactions to Messages
QB45-54. Now, I’m going to read you some statements about Bakersfield, California. Please tell me whether each statement makes you less likely, neither less nor more likely, or more likely to consider relocating there.
The median home sales price in Bakersfield is $105,500
The cost of labor in Bakersfield is around $3.60 less per hour than the national average
The availability of labor in Bakersfield is high. On average, there are between 5 and 10 quality applicants per job opening
With a turnover rate that is much lower than average, Bakersfield has a loyal labor force with a strong work ethic
Industrial zoned land in the Bakersfield region averages $1.40 to $2.50 per square foot
Bakersfield's labor force has a large and diverse skill set that spans from agriculture to high tech skills
Bakersfield is considered one of the best places in the United States for business and careers, ranked 53rd in the nation and 15th in California, according to the Forbes/Milken Institute Several major Fortune 500 companies have headquarters or major regional operations in Bakersfield
Bakersfield contains abundant ATM, ISDN, DSL, and T1 and T3 lines
BUSINESSBUSINESS
Situated between Los Angeles, Sacramento, and San Francisco, Bakersfield is the hub for three key freeways- Interstate 5 and State Routes 99 and 58
Much more likely Somewhat more likely
59
• OBJECTIVES & METHODOLOGY
• STRATEGIC SUMMARY
• RESEARCH FINDINGS
Overall Perceptions of Bakersfield
Attitudes of Consumers
Tourism
Relocation
Retirement
Attitudes of Business Persons
Demographic Profiles
60
18-24 17%25-34 16%35-44 23%45-54 19%55-64 12%65 plus 13%
Less than high school 5%Graduated high school 19%Some college/Tech./Voc 29%Graduated college 35%Graduate/professional school 10%
Less than $35,000 16%$35,000 to less than $50,000 16%$50,000 to less than $75,000 18%$75,000 to less than $100,000 14%$100,000 to less than $150,000 10%$150,000 and above 8%Don't know 4%Refused 14%
EDUCATIONEDUCATION
AGEAGE
DEMOGRAPHIC PROFILE
DEMOGRAPHIC PROFILE
CONSUMERSCONSUMERS
INCOMEINCOME
61
Single 36%Married 49%Divorced 9%Widow or widower 5%
Asian 5%African American 6%Caucasian 68%Hispanic 15%Other 4%Refused 3%
Male 46%Female 54%
ETHNICITYETHNICITY
MARRIAGEMARRIAGE
DEMOGRAPHIC PROFILE
DEMOGRAPHIC PROFILE
CONSUMERSCONSUMERS
GENDERGENDER
62
Less than $500,000 6%$500,000 to less than $1 million 14%$1 million to less than $2.5 million 19%$2.5 million to less than $5 million 14%More than $5 million 37%
Manager/Supervisor/Director/Coordinator 33%Executive V.P./ Senior V.P./ V.P. 13%Owner/President/CEO 21%Some other executive level position 14%Other non-executive level position 19%
TITLETITLE
REVENUEREVENUE
DEMOGRAPHIC PROFILE
DEMOGRAPHIC PROFILE
BUSINESSBUSINESS
63
Manufacturing 58%High technology 11%Distribution 5%Construction/ Mining 4%Professional Services / Associations 4%Agricultural 3%General services 3%Wholesale 2%Retail 2%Other 9%
Male 61%Female 39%
INDUSTRYINDUSTRY
DEMOGRAPHIC PROFILE
DEMOGRAPHIC PROFILE
GENDERGENDER
BUSINESSBUSINESS
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