Analysis of Thanks-Giving Square Engagement, Programs and Prospects

Research Directors- Olivia Allred, Nicole Pelino, Mary Anna Billingsley, Evelia Chapa

Account Executives- Andrew Berry, Alexandra Douglas, Erin Markey, Katherine Davis

Southern Methodist University

Fall 2014

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Table of Contents

Abstract……………………………………………………………………………………………………………………………………………………………………………………………………………….3Introduction………………………………………………………………………………………………………………………………………………………………………………………………………...4

Purpose of Study………………………………………………………………………………………………………………………………………………………………………………….....4Significance of the Research…………………………………………………………………………………………………………………………………………………………………....4

18-30 Year Old General Study………………………………………………………………………………………………………………………………………………………………………….5-8Methodology……………………………………………………………………………….………………………………………………………………………………………………………….5

Participants……………………………………………………………………………………………………………………………………………………………………………..5Procedures Followed……………………………………………………….………………………………………………………………………………………………………5Survey Instrument………………………………………………………….…………………………………………………………………………………………………….....5

Results………………………………………………………………………………………………………………………………………………………………………………………………..6-7Discussion………………………………………………………………………………………………………………………………………………………………………………………………8

18-30 Year Old Study & Café Momentum Contact Study………………………………………………………………………………………………………………………………..9-16Methodology…………………………………………………………………………………………………………………………………………………………………………………....9&14

Participants………………………………………………………………………..……………………………………………………………………………………………..9&14Procedures Followed……………………………………………………….………………………………………………………………………………………………..9&14Survey Instrument…………………………………………………………..………………………………………………………………………………………………...9&14

Results……………………………………………………………………………………………………………………………………………………………………………………...10-12&15Discussion……………………………………………………………………………………………………………………………………………………………………………………...13&16

Cultural Awareness Program Study …………………………………………………………………………………………………………………………………………………………...17-21Methodology………………………………………………………………………………….………………………………………………………………………………………………..17-18

Participants……………………………………………………………………………………………………………………………………………………………………..........17Procedures Followed……………………………………………………………………………………………………………………………………………………….........17Survey Instrument…………………………………………………………..…………………………………………………………………………………………….............18

Results…………………………………………………………………………………………………………………………………………………………………………………………….19-20Discussion…………………………………………………………………………………..…………………………………………………………………………………………………..........21

Expression of Gratitude Competition Study.………………………………………………………………………………………………………………………………………………..22-25Methodology……………………………………………………………………………….………………………………………………………………………………………………………..22

Participants…………………………………………………………………………………………………………………………………………………………………………...22Procedures Followed……………………………………………………….…………………………………………………………………………………………………….22Survey Instrument…………………………………………………………….…………………………………………………………………………………………………...22

Results…………………………………………………………………………………………………………………………………………………………………………………………….23-24Discussion…………………………………………………………………………………….………………………………………………………………………………………………………25

Downtown Neighbors & Residents Study………………………………………………………….…………………………………………………………………………………………26-32Methodology……………………………………………………………………………….………….…………………………………………………………………………………….....26-27

Participants………………………………………………………………………………….………………………………………………………………………………….........26Procedures Followed……………………………………………………….………….…………………………………………………………………………………….......26Survey Instrument………………………………………………………….………….……………………………………………………………………………………..26-27

Results………………………………………………………………………………………………….…………………………………………………………………………………………28-30Discussion…………………………………………………………………………………………….…………………………………………………………………………………………30-32

Thanks-Giving Square Founders, Donors & Board Members Study ……………………….…………………………………………………………………………………..33-36Methodology……………………………………………………………………………….………….…………………………………………………………………………………………….33

Participants………………………………………………………………………………….………………………………………………………………………………………..33Procedures Followed……………………………………………………….………….…………………………………………………………………………………………33Survey Instrument………………………………………………………….………….…………………………………………………………………………………………..33

Results………………………………………………………………………………………………….…………………………………………………………………………………………34-35Discussion…………………………………………………………………………………………….………………………………………………………………………………………………36

Limitations of the Study………………………………………………………………………………………….…………………………………………………………………………………………37Suggestions for Further Research………………………………………………………………………….………………………………………………………………………………………….38Appendix…………………………………………………………………………………………………………….………………………………………………………………………………………..38-51

A. 18-30 year old General Study……………………………………………….………….……………………………………………………………………………………………….....39I. Survey……………………………………………….………….…………………………………………………………………………………………………….......................39

B.18-30 year old & 50th Anniversary Study ……………………………………………….………….…………………………………………………………………………....40-42I. Focus group guide……………………………………………….………….……………………………………………………………………………………………...40-41II. In- Depth interview Guide……………………………………………….………….………………………………………………………………………………………42

C. Cultural Awareness Program Study ………………………………………………………….………………………………………………………………………………….43-44I. In-Depth Interview Guide ……………………………………………….………….……………………………………………………………………………………….43II. Focus Group Guide ……………………………………………….………….………………………………………………………………………………………………..44

D. Expressions of Gratitude Competition Study……………………………………………….………….………………………………………………………………………….....45I. Survey ……………………………………………….………….…………………………………………………………………………………………………………………..45

E. Downtown Neighbors & Residents Study……………………………………….…………………………………………………………………………………………….....46-49I. Survey……………………………………….……………………………………………………………………………………………………………......................................46II. In-Depth Interview Guide……………………………………….……………………………………………………………………………………………………..47-48III. In-Depth Interview Guide……………………………………….…………………………………………………………………………………………………………49

F. Founder, Donors & Board Members……………………………………………….………….………………………………………………………………………………………...50I. In-depth Interview guide ……………………………………………….………….………………………………………………………………………………………..50

G. Demographic Survey: Focus Groups……………………………………………….………….………………………………………………………………………………………...51

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Abstract: The student consultants of Boulevard Consulting Practicum (COMM 4395) partnered with Thanks-

Giving Square in the fall 2014 semester for a senior capstone research and campaign development

project. Our research examined: Thanks-Giving Square’s current engagement with 18-30-year olds

residing in the Dallas/Fort-Worth region, 50th anniversary celebration expectations, receptivity of a

Thanks-Giving Square sponsored cultural awareness program in DFW educational venues, current

satisfaction (including areas for improvement/expansion) with the Expressions of Gratitude Arts

Competition and the engagement of downtown residential neighbors and businesses. The research

illustrated that 18-30 year olds in the DFW area are looking to participate in community events. It also

found the high level of interest in a cultural awareness program as a curriculum supplement in DFW K-12

schools. Additionally, the Expressions Competition needs to be re-evaluated and potentially repurposed.

Finally, there is great potential for future partnerships with hotel concierges and residential front desks

contacts. The research aims to provide Thanks-Giving Square with a valid assessment of its current state,

as well as provide suggestions to best improve current programming and create future initiatives.

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Introduction:

Purpose of the Study-

We conducted this study because of the historical and current relevance of Thanks-Giving Square

and the Thanks-Giving Foundation. The square is a unique three-acre park, chapel and museum in the

heart of downtown Dallas. With a landmark setting to inspire gratitude, it is vital to understand how

Thanks-Giving Square can best serve and work amongst the Dallas community. The decisions and actions

taken by this Texas non-profit will determine the livelihood of the Square in years to come.

Significance of Research-

The research will provide founders, board members, donors, employees and interns a timely

understanding of the current state and needs of Thanks-Giving Square. This study also provides Thanks-

Giving Square a roadmap for future programming decisions. The consultants will provide the employees

and board members the research methods and findings, in order to assist Thanks-Giving Square

becoming a thriving, recognized and utilized resource in the DFW area.

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18-30 year-old General Survey

Methodology:

Research Participants-

The sample included 473 respondents comprised of 18-30 year olds currently residing in the

Dallas/Fort-Worth region.

Demographics-

Procedures Followed-

We selected our sample through snowball sampling. The survey was administered

via Survey Monkey (an online survey tool) by posting a link to the survey on various social media

mediums, such as Facebook and through the Southern Methodist University Division of Communication

Studies email distribution list. Before starting the survey participants were guaranteed confidentiality

and assured that the information gathered would only be reported in aggregate.

Survey Instrument-

We created a survey of eight questions. Each question contributed to furthering the

understanding of the 18-30 year-old group’s overall familiarity with the Square, as well as the values and

aspects the respondents most identified with. The survey also gave respondents the opportunity to

provide suggestions for Thanks-Giving Square’s use. After analyzing the data, we were able to draw

conclusions regarding 18-30 year-old use of, and familiarity with, Thanks-Giving Square.

Results:

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Gender Responses

Female 78.13%

Male 21.87%

Race Responses

White 93.69%

Black or African-American 0.76%

American Indian or Alaskan Native

0.51%

Asian 1.52%

Native Hawaiian or Pacific Islander

0.00%

From multiple races 3.54%

Ethnicity Responses

Hispanic or Latino 10.20%

Not Hispanic or Latino 90.31%

Average Age: 21

How familiar are you with Thanks-Giving Square in downtown Dallas?

Responses

Not at all familiar 62.07%Somewhat familiar 30.05%Very familiar 7.88%

How many times have you visited Thanks-Giving Square in downtown Dallas?

Responses

Never visited 71.01%1 or 2 times 19.90%3 or 4 times 7.13%5 or more times 1.96%

Which of the following values appeal most to you?

Responses* Note does not add to 100%, respondents could check more than one.

Community 25.43%Gratitude 25.19%Peace 20.25%Tolerance 14.57%Thanksgiving 8.64%Interfaith Harmony 3.46%None of the above 2.47%

I like spending time in downtown Dallas ResponseStrongly Disagree 1.96%Disagree 6.39%Neither Disagree nor Agree 24.82%Agree 47.91%Strongly Agree 18.92%

Gratitude is essential to a happy life ResponseStrongly Disagree 2.22%Disagree 0.49%Neither Disagree nor Agree 5.17%

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Do you have a favorite location you like to visit in Downtown Dallas? Common Responses

Klyde Warren Park Reunion Tower Neiman Marcus

Agree 47.29%Strongly Agree 44.83%

I enjoy learning about cultures/beliefs different than my own

Response

Strongly Disagree 0.99%Disagree 2.71%Neither Disagree nor Agree 11.82%Agree 52.22%Strongly Agree 32.27%

Making a difference is essential to a happy life ResponseStrongly Disagree 0.99%Disagree 2.96%Neither Disagree nor Agree 14.53%Agree 53.69%Strongly Agree 27.83%

Discussion:

Significance of Findings-

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Our research of the 18-30 year-old demographic in the Dallas/Fort-Worth region covered a

variety of topics providing insight into the area’s reception of Thanks-Giving Square.

We first examined familiarity with the Square. A majority of our respondents, 62.07 percent,

answered that they were “not at all familiar” with Thanks-Giving Square and only 7.88 percent of our

respondents were “very familiar” with Thanks-Giving Square. It was also found that 71.01 percent of the

respondents have never visited the Square. The data displayed our first obstacle for the 18-30 year-old

demographic: familiarizing our intended audience with the Square.

Thanks-Giving Square promotes many important values. The top three values the 18-30 year-old

demographic identified with were community (25.43 percent), gratitude (25.19 percent) and peace

(20.25 percent). These data reflect that this demographic is interested in engaging with organizations

that promote unifying events. This theme emerged again when 81.52 percent of respondents agreed with

“Making a difference is essential to a happy life.” However, as the data illustrate, this demographic does

not place a high value on interfaith harmony (only 3.64 percent of respondents said this value appealed

to them), although a majority agree that they “enjoy learning about cultures/beliefs different than my

own.”

The data also indicate that Thanks-Giving Square can effectively reach the 18-30 year-old

demographic through Thanks-Giving Square’s core values of gratitude and community. 92.12 percent

agreed, “Gratitude is essential to a happy life.” The research supports that this demographic values the

core aspects of Thanks-Giving Square.

The research also indicated that the notable downtown locations respondents were most familiar

with are Klyde Warren Park, Reunion Tower and Neiman Marcus. 66.83 percent of respondents agree

that they “like spending time in downtown Dallas.” This finding shows that 18-30 year-olds are not only

willing to visit downtown Dallas, but also enjoy being in downtown locations. The research completed on

the 18-30 year-old DFW demographic illustrates strong themes Thanks-Giving Square can use to further

reach this demographic and bring them to the Square.

18-30 Year Old Focus Group Study

Methodology: 

Research Participants

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Our sample for two focus groups comprised 20 18-30 year old respondents currently residing in

the Dallas/Fort-Worth area.

Gender  Responses  Female  80.00% Male  20.00%  

Race  Responses  White  89.47% Black or African-American  0.00% American Indian or Alaskan Native  5.26% Asian  5.26% Native Hawaiian or Pacific Islander  0.00% 

 

Procedures Followed

We selected our sample by asking people living in Dallas/Fort Worth between the ages of 18-30

for voluntary participation in our study. We told participants that the purpose of our research was to

assess knowledge and understanding of Thanks-Giving Square in downtown Dallas and the information

acquired from the focus group would be given to the Thanks-Giving Square Foundation staff to use as

they see appropriate to better Thanks-Giving Square.

The respondents were also told their participation in the focus group was voluntary, they could stop at

any time without penalty, and their responses would remain anonymous. They understood that there were

no right or wrong answers to questions and that we wanted to hear many different viewpoints.

The respondents then filled out a demographic survey and made nametags with their first name or

an alias to help with better discussion facilitation. We provided pizza, cookies, and beverages as

incentives for the participants. We then conducted the focus group discussion with one consultant as the

facilitator and two other consultants as note takers.

Survey Instrument 

We asked the focus group participants 13 questions related to their understanding and feelings

of Thanks-Giving Square. By analyzing the responses, we were able to draw conclusions about 18-30 year

old use, familiarity, and opinion of Thanks-Giving Square.

Results: 

Have you ever heard of Thanks-Giving Square? 

▪ 7/20 people said “Yes” (35% “Yes”) If YES: Have you ever visited Thanks-Giving Square?  How many times? 

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Ethnicity   Responses Hispanic or Latino  30.00% Not Hispanic or Latino  70.00% 

Average Age 21 

▪ 2/20 said “Yes” but they we’re not sure if they were thinking of the right place If YES: What do you know about Thanks-Giving Square? (If NO, facilitator provides a few facts – need to show photos) 

• It is downtown • The chapel  Is anyone familiar with the Expressions art and essay competition sponsored by the Thanks-Giving Foundation? • 1/20 said “Yes”  Is anyone familiar with the Interfaith Council associated with Thanks-Giving Square? • 1/20 said “Yes”  Thanks-Giving Square has the following core values.  Which of the following appeals most to you, and why?  Peace, tolerance, interfaith harmony, thanksgiving, gratitude, community.• Community: “Everybody wants to have a place to go where they can be with people they know and may

not know.” • Tolerance: “It’s accepting and approving of every different type of person.” • Gratitude: “Its’ an idea that everyone can understand – everyone can easily be behind and support. • Community: “It’s a good way to bring people to the downtown area.” • Community: “Because in Dallas it is hard to get the whole community of Dallas together because there

are many schools.”  How often do you spend time in downtown Dallas?  What do you do?  Where do you go? • Once or twice a month • Klyde-Warren Park • American Airlines Center for games and concerts • Nightlife • Restaurants • “I need to go downtown more.” • Work/Interviews • “I drive through it more than go there.” • Expositions   Thanks-Giving Square has a rich 50-year history including ties to Rosa Parks, heads of state, former U.S. presidents, the United Nations, and noted architects.  Does knowing this make you more interested in visiting Thanks-Giving Square?  Why or why not? • “Rosa Parks is cool and recognizable and it would be cool to check it out.” • “No, it’s not a cool attraction.” • “If I knew more about history I would be more inclined to go. The historical context makes it more

interesting.” • “It might bring more people and make it more touristy.” • Makes the park more significant 

Do you enjoy visiting parks?  What kinds of activities (e.g., food, music, recreation space) would encourage you to visit a new park? • “Grass is nice.” • Sitting in the grass in the sun, a space to throw a Frisbee • “Where they will find community and be able to participate in activities.” 

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• “TGS is sunken into the ground so it is not accessible and it is so cut up.” • Food or something special there—farmers market, picnic blanket rental, food trucks  • Animal friendly with dogs • Music • Play your own music  Thanks-Giving Square and its Foundation work to establish mutual understanding between people of different faiths.  For example, a Muslim prayer service is held in the chapel each week, and a church service with a meal is held for the homeless each weekend.  Does this kind of mission appeal to you?  Why or why not? • “That’s nice but I don’t want to go to a Muslim mass.” • “I respect that because in Texas there is not much acceptance for other religions such as Muslim.” • Supportive of that but could be more versatile so it is more than just church services happening—back

to community• “That’s cool but I wouldn’t go- coexist and symbiotic; yoga next to it or in the chapel at the same time

would be cool.” • “Yes it’s always good to be involved in community service.” • It ties to the values of that park: it’s a good reflection of what they stand for  • Builds harmony  • Doesn’t matter about the different religions  Thanks-Giving Square was the first park established in downtown Dallas and occasionally schedules neighborhood work days to help maintain and improve the appearance of the site.  Would you be interested in getting involved in this kind of community service?  Why or why not? • “People who don’t know anything about it wouldn’t go.” • “If they ask for volunteer work other than cleaning up I would be more inclined on going and

participating in community service.” • “No, because if I have time to do community service I would want to do something more hands on,

affecting people and animals.” • Maybe older people would do that, not interested in cleaning for community service  Café Momentum is a separate nonprofit that teaches former juvenile offenders about the culinary and dining service industry.  Café Momentum plans to eventually build a restaurant and community garden at Thanks-Giving Square downtown.  Does this kind of attraction and partnership appeal to you?  Why or why not? • Yes, it’s a cool concept • Food is a big way to draw people in • “There’s also some place like this in Los Angeles that’s really successful.” • “It’s cool and interesting. It would establish and make the park a more concrete. It will definitely bring

a lot more people.” • Gives a more definite place to visit because they can contribute  • “A good way to get people to see the square and get to see the area.” • “Everybody would support that and would be interested in supporting the cause.” • “Everybody loves food and second chances.”   A 50th anniversary celebration for Thanks-Giving Square will be held in February at the Angelika Theater.  Would you be interested in attending an event like this one to learn more about Thanks-Giving Square, its history, and its future plans?  Why or why not? • Unanimous “No” • Mostly all people wouldn’t go because there’s no ties with the park so there’s no reason to go to  

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• Prefer to read about it than go to an actual event  • 1 person would go to learn more about the park since she lives in the downtown area  Has this discussion sparked your curiosity about Thanks-Giving Square?  Are you more likely to visit?  Why or why not? • Yes because they’re aware of it now and had no idea before  • Look more info about the Café Momentum and go check it out • Everyone wants to go now and look it up online to find out more • If they put some of these things in they would go but now they would not • Curious because they have never heard of it before • Would go if looking to serve and help out to make an impact  In light of the information we’ve shared with you, what other comments, ideas, or suggestions do you have to help us increase awareness of Thanks-Giving Square, particularly among 18-30 year olds? • Events • Free food  • Artists • “Talk about events in the local apartment buildings to get an event or day together.” • “If there is something that is catered around the park with cups or stickers to give the park publicity.” • “More fun with food and music to get people there.” • “Raise awareness at an event.” • Use Facebook, Instagram and Twitter • “Habitat for Humanity type drive providing community service to people to find opportunities on their

Facebook to get people to come see it more.” • Hold community service on site • Thanksgiving event • “Food trucks with free food or blankets, movie night that is free to get people to show up.”   

Discussion:  

Significance of Findings

Our focus group with 18-30 year olds in the Dallas/Fort Worth covered a variety of topics and

provided great insight into this age group’s knowledge and understanding of Thanks-Giving Square. 

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We found that most people in this demographic are not familiar with Thanks-Giving Square. Only

7/20 of the focus group participants said they had heard of Thanks-Giving Square and only 2/20 had

visited. However, we found valuable information about what these demographics are interested in, such

as events that include food and music or activities such as yoga. Our findings also revealed that the

respondents are interested in Thanks-Giving Square’s partnership with Café Momentum. Furthermore,

they would be interested in an event that leverages the tie between the Thanksgiving holiday and

Thanks-Giving Square.

Thanks-Giving Square’s purpose is to unify people of all cultures by promoting acts of reflection,

giving thanks, and living in gratitude. We gauged current understanding and knowledge of Thanks-Giving

Square among Dallas residents between the ages of 18-30 so that we can leverage our findings to help

Thanks-Giving Square promote this purpose. From our research findings, we see that our focus should be

on increasing awareness and engagement with 18-30 year olds. Emphasizing the partnership with Café

Momentum and leveraging the tie between Thanks-Giving Square and the Thanksgiving holiday are great

ways to increase awareness within this age group.

 

Café Momentum Contact Study

Methodology: 

Research Participants

Our sample included one Café Momentum Contact for an in-depth interview.

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Procedures Followed

We contacted Café Momentum contacts via email.  We disclosed that all information discussed

would be confidential and used strictly for our research. We encouraged the interviewee to be as honest

and open as possible when answering the questions. Notes were taken during the interview.

Survey Instrument 

We created an interview guide for the Café Momentum contact to get an understanding about Café

Momentum’s future plans to emphasize their partnership with Thanks-Giving Square.  The contact was

asked six questions related to Thanks-Giving Square and Café Momentum. After analyzing the responses

we were able to draw conclusions about Café Momentum’s potential engagement with other publics at

Thanks-Giving Square. 

Results:

Café Momentum plans to open to the public in January or February 2015. Initially, it is going to

be open on Thursday, Friday, and Saturday nights for dinner. It will potentially have occasional Sunday

night “pop-up” dinners. The restaurant will seat 85 people. There is going to be a classroom onsite to

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teach the youths about a variety of subjects from social media to parenting. There will also be an onsite

washer, dryer, and locker area to provide the youths with clean work apparel. Café Momentum is going to

be a flexible space and a place for the youths to simply hang out. There is going to be a large dry erase

board in the restaurant to provide an open forum for communication between the youths and the

customers.  

Café Momentum is excited about potential interactions with Thanks-Giving Square. If Thanks-

Giving Square hosts events, Café Momentum could be the main food provider. For example, if there is a

movie screening or art performance at Thanks-Giving Square, Café Momentum could have a food cart

service and sell sandwiches to the guests.  

Wine is going to be sold onsite at Café Momentum at a retail price because the youths are not

legally allowed to serve alcohol.  There will also be a “Bring Your Own Beverage” (BYOB) option, so

customers can choose to bring wine or beer to the restaurant if they pay a corkage fee. 

Further ideas about the partnership between Café Momentum and Thanks-Giving Square

include Café Momentum workers maintaining gardens and harvesting fresh food for use in the restaurant

at Thanks-Giving Square. Eventually, Café Momentum could have tables in Thanks-Giving Square as an

extended version of the restaurant with food carts and lunch offerings.   

Café Momentum holds an event called “Pitmasters Picnic” in the beginning of the summer.

There are three samples of barbeque food and former Café Momentum employees/chefs perform in

bands.  

Discussion:  

Significance of Findings

In the in-depth interview with the Café Momentum Contact, we gained insight into the restaurant’s

future plans. Café Momentum is enthusiastic about its partnership with Thanks-Giving Square and looks

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forward to being the food supplier for Thanks-Giving Square. There are opportunities to leverage this

partnership to benefit both Café Momentum and Thanks-Giving Square.

Cultural Awareness Program Study

Methodology:

Research Participants- SMU Diversity Committee Focus Group

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Our sample included 13 members of the SMU Diversity Committee. The Committee is comprised of

freshman, sophomore, junior and senior students. It facilitates interaction and cultural awareness

between various backgrounds on campus. The Committee serves as a liaison between different

ethnicities, religions, sexual orientations, age groups, and nationalities within the SMU community by

ensuring that they continue to have a constant voice within the Student Senate.

Demographics

Research Participants- K-12 Schools In-Depth Interviews

Both public and private north Texas K-12 school teachers and

administrators were interviewed. The sample included three

public schools and two private schools.

Procedures Followed- SMU Diversity Committee

We selected our sample through voluntary participation. We contacted the committee through

another class consultant who is on SMU Student Senate. In our one-hour focus group, we disclosed to our

participants that the information discussed was confidential, none of their identities would be revealed

and the information we gathered would be reported in aggregate. We encouraged them to be as honest

and open as possible when answering our questions. We provided cookies and beverages as incentives

for the participants. Participants were asked to fill out a short demographic survey to organize our

group’s findings and better understand our publics. We then conducted the focus group with one

consultant acting as the moderator.

Procedures Followed- K-12 schools In-Depth Interviews

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Average Age

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Gender Responses

Female 54.00%

Male 46.00%

Race Responses

White 45.00%

Black or African-American 27.00%

American Indian or Alaskan Native 0.00%Asian 27.00%

Native Hawaiian or Pacific Islander 0.00%

From multiple races 0.00%

Ethnicity Responses

Hispanic or Latino 10.00%

Not Hispanic or Latino

90.00%

We contacted K-12 educators/administrators in public and private schools via email and phone.

Contact information was received from Thanks-Giving Square.  Participants were notified that the

information discussed was confidential and the information gathered was used strictly for Thanks-Giving

Square. They were encouraged to be as honest and open as possible when answering questions. Notes

were taken during our interviews to record the findings. The interviews lasted no more than one hour,

and they were conducted both in person and by phone.

Survey Instrument- SMU Diversity Committee

We created a focus group guide consisting of 13 questions that were each connected to

understanding the Committee’s overall familiarity with the Square and its programming. Questions were

also related to cultural awareness programming and potential to work with Thanks-Giving Square. After

analyzing the data, we are able to draw conclusions about cultural awareness programming at Southern

Methodist University.

Survey Instrument- K-12 Schools In-Depth Interviews

We created an in-depth interview guide consisting of nine questions related to understanding

teacher/administrator perceptions of Thanks-Giving Square, ideas about cultural awareness programs

and suggestions for an education partnership with Thanks-Giving Square. After analyzing the data, we

are able to better understand K-12 teachers’/educators’ familiarity with Thanks-Giving Square and the

possibility of cultural awareness program integration.

Results:

SMU Diversity Committee Focus Group

Have you ever heard of Thanks-Giving Square? Majority were unaware of Thanks-Giving Square If they were familiar:

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o “The park with the letters missing.” o “Isn’t Klyde Warren Park the replacement?”

Is anyone familiar with the Expressions Art and Essay Competition sponsored by the Thanks-Giving Foundation?

All respondents were unaware of Expressions

Is anyone familiar with the Interfaith Council associated with Thanks-Giving Square? All respondents were unaware of the Council

What is cultural awareness to you? What is it NOT? Is it important – why or why not? View cultural awareness as: “knowledge of other cultures” Cultural awareness is highly important “in order to function in society”

What do you think are the most important elements of cultural awareness for K-12 students? Instill cultural awareness:

o “From a young age” o “Integrated into everyday classroom”o “Classroom activities”

Cultural awareness at Southern Methodist University: o “Needs to benefit student individually”

What suggestions do you have for how best to promote cultural awareness? “TGS needs to come to SMU” “Events that provide personal incentive” Quality programming

What are the greatest challenges of promoting cultural awareness? SMU students are uncomfortable leaving the “SMU bubble” SMU students want something to benefit them directly to attend Creating memorable programming

What suggestions do you have for overcoming those challenges? Create fun, memorable programming Activities to participate in at cultural events Bring Thanks-Giving events to SMU

Would you be willing to be involved in the development of cultural awareness programs for Thanks-Giving Square?

Yes, would like to form a relationship

K-12 Schools In-Depth Interviews

Have you ever heard of Thanks-Giving Square? 1/3 contacts were aware of Thanks-Giving Square One participant said he/she had “visited a long time ago”

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If YES: Have you ever visited Thanks-Giving Square? How many times? If YES: What do you know about Thanks-Giving Square?

Knowledge included the chapel and prayer events

Are you familiar with the Expressions Art and Essay competition sponsored by Thanks-Giving Square?

None of the participants were familiar

Please tell me about any cultural awareness programs you have on campus/at the library? All three public schools had cultural awareness programs

o Multi-cultural event in which students enter the room with their native countries flag and say “hello” in their native language.

o A program that not only recognizes differences among cultures, but also have anti-bullying, family counseling, alternative education and mentoring programs that coincide with the school’s cultural awareness program.

o Cultural awareness events at different times throughout the year, such as an essay contests and a parade during Black History Month.

The private school stated: o “The school has a department that promotes cultural awareness along with gender

issues and other topics. There are clubs at the upper school that work on both cultural awareness, as well as affinity groups.”

Are you satisfied with your current cultural awareness programs? Why or why not? A private school stated, “Cultural awareness is not incorporated into the curriculum as

much as it should be.”

Where do you currently get materials to support cultural awareness on campus/at the library? Receive majority of their curriculum from the state of Texas. Access supplemental resources from the sources such as:

o The Smithsoniano National Geographic online

Would you be interested in learning more about what Thanks-Giving Square could offer to help educate students/visitors about cultural awareness?

All respondents stated they would be interested in learning more about Thanks-Giving Square’s offerings as an “educational resource.”

Stated that field trips to the Square would be of high interest.

Would you be interested in providing your feedback to Thanks-Giving Square as programs are being developed?

All respondents would be willing to provide feedback.

Discussion:

Significance of Findings – SMU Diversity Committee

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There were several themes discovered during the focus group. First, most members of the

Diversity Committee were not familiar with Thanks-Giving Square. This is important to note that even an

organization that is very similar with diversity initiatives is unaware of the Square and its work.

Another major theme is that, at this point in time, committee members do not believe SMU

students are willing to go to Thanks-Giving Square because “many students are not comfortable leaving

the boundaries of SMU.” Another major theme was programming and participation are very

interconnected. Specifically, programming needs to include incentives and be located at SMU. One

participant stated, “I think it all comes down to programming and how they get the knowledge out. It’s

out of the SMU bubble, so you are going to have to think of connections to get people there...offer

incentives to get people there.” When discussing cultural awareness in K-12 education, a major theme

was that it needs to be classroom integrated and fun festivals are a memorable way to get students

excited.

The participants were very clear about their interest in Thanks-Giving Square and willingness to

get involved with cultural awareness efforts, as well as form a relationship with Thanks-Giving Square.

Significance of Findings- K-12 Schools

The K-12 public and private school data show that they are open to new ideas for incorporating

cultural awareness into curriculum. However, it is evident they are unsure what “form” that curriculum

would take. Participants expressed that they are unaware of all of Thanks-Giving Square’s resources, and

are thus not only hesitant to use the Square in the classroom, but are simply ill-informed and ill-equipped

to do so. However, all respondents were enthusiastic about using Thanks-Giving Square as a field-trip

location and expressed that is within their schools “means.”

The participants were interested and willing to learn more about what Thanks-Giving Square can

offer as an educational resource, regardless of if the school contacts were content with their current

cultural awareness curriculum.

Expressions of Gratitude Competition Study

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 Methodology:

 Research Participants-

Our sample included a contact list of over 100 teachers who currently, or have formerly,

participated in the Expressions program. Of the 100 participants contacted, we received seven responses.

An Expressions Director provided the list. 

Gender  Responses Female  100.00% Male  0.00% 

Race  Responses White  80.00% Black or African- American  0.00% American Indian or Alaskan Native  0.00% Asian  20.00% Native Hawaiian or Pacific Islander  0.00% From multiple races  0.00% 

Average Age 48

 Ethnicity  Responses Hispanic or Latino  0.00% Not Hispanic or Latino  100.00%  

 Procedures Followed-

The group obtained a list of teachers previously involved with the Expressions of Gratitude Arts

Competition from a Thanks-Giving Square director. Group members each reached out to specific contacts

via email to request interviews based on questions constructed to assess the current Expressions

program, as well as future goals. Respondents were notified of the purpose of their feedback, and the

anonymity of their participation.

Survey Instrument-  

We created a survey consisting of 14 questions that were each connected to understanding the

overall satisfaction of Expressions participants. In light of the extremely small respondent pool, we were

unable to draw conclusions about the satisfaction of the Expressions participants.  

Results: 

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How familiar are you with Thanks-Giving Square in downtown Dallas?  Responses Not at all familiar   0.00% Somewhat familiar  50.00% Very familiar   50.00% 

 How many times have you visited Thanks-Giving Square in downtown Dallas?  

Responses  

Never visited   71.01% 1 or 2 times  19.90% 3 or 4 times  7.13% 5 or more times  1.96% 

 How familiar are you with the Expressions of Gratitude Arts Competition sponsored by Thanks-Giving Square? The 2013 theme was “I am grateful for the value of sports.” The 2014 theme is “I am grateful for the Golden Rule.”  

Responses 

Not at all familiar  0.00% Somewhat familiar   0.00% Very familiar  100% 

 How familiar are you with the Reflections Art Competition sponsored by Texas PTA?    Responses Not at all familiar  50.00% Somewhat familiar   0.00% Very familiar  50.00% 

If 1 or more years, respondents see the following items: Please indicate your level of satisfaction with the Expressions competition as a venue to showcase your students’ work:

Responses 

Very satisfied  50.00% Somewhat satisfied  0.00% Neither satisfied nor dissatisfied  0.00% Unsatisfied  0.00% Very unsatisfied  50.00% 

 Approximately how many years has your school participated in the Expressions competition?   

Responses 

Respondent 1  3 times Respondent 2  3 times Respondent 3  7 times Respondent 4  3 times Respondent 5  4 times 

    

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Discussion:Significance of Findings

Out of over 100 emails sent to teachers who had previously participated in the Expressions

program, only seven respondents took the survey. Some demographic questions were unanswered. 

Most participants were familiar with Thanks-Giving Square or had visited the park multiple

times; however, others had never visited. All respondents had participated in the Expressions program

and the length of time varied from three to seven years.

Respondents were either very satisfied with the overall program’s administration and were

likely to participate again or, conversely, very unsatisfied and not likely to repeat their participation in

Expressions as a means to showcase their students’ work. While some indicated they would enter

students into the Expressions program again, written feedback was both positive and negative. Some

participants said they would choose a different opportunity over Expressions for their students. 

Familiarity with Expressions was expected amongst long-term program participants; however, some had

never visited Thanks-Giving Square itself.  

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Please use the space below to provide us with any comments you have about the Expressions competition. Your feedback is greatly appreciated.    

Responses 

Respondent 1 “My students have several opportunities for art contests and showcases. We won’t do Thanksgiving Square again.”  

Respondent 2 “It is a fantastic program. I promote to other teachers and have even taken it to China and encouraged my students there to participate.”  

Please indicate your level of satisfaction with Thanks-Giving Square’s administration of the Expressions competition:  

Responses 

Very satisfied  50.00% Somewhat satisfied  0.00% Neither satisfied nor dissatisfied  0.00% Unsatisfied  0.00% Very unsatisfied  50.00% 

How likely are you to participate in the Expressions competition again?   

Responses 

Very likely  50.00% Somewhat likely  0.00% Not likely at all  50.00% 

Downtown Neighbors & Residents Study

Methodology:  

Research Participants- Hotel Concierge In-Depth Interviews 

Downtown Dallas hotel concierges 

Research Participants- Front Desk Downtown Residences In-Depth Interviews  

Front desk receptionists or greeters of residences in the downtown Dallas area

Procedures Followed- Hotel Concierge In-Depth Interviews  

We selected our sample by visiting hotels and asking for voluntary participation in our study.

Dallas hotel concierge interviews were administered both in person and via email at each respective

hotel. Email was necessary per some hotel’s public relations policy. We disclosed to our participants that

the information discussed was confidential and the information we gathered would only be reported in

aggregate. We encouraged them to be as honest and open as possible when answering our questions. We

took notes during interviews to record our findings.  

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Procedures Followed- Front Desk Downtown Residences In-Depth Interviews  

We selected our sample by visiting residences and asking for voluntary participation in our study

through Thanks-Giving Square contacts. Interviews were administered both in person and took no more

than one hour. We disclosed to our participants that the information discussed was confidential and the

information we gathered would only be reported in aggregate. We encouraged them to be as honest and

open as possible when answering our questions. We took notes during interviews to record our findings.  

Survey Instrument- Hotel Concierge In-Depth Interviews 

We created an interview guide for the concierges consisting of 8 open-ended, discovery-oriented

questions to gain an understanding how to drive more tourism toward Thanks-Giving Square. After

analyzing the responses, we were able to draw conclusions from the concierge’s ideas about driving more

traffic to Thanks-Giving Square.  

Survey Instrument- Front Desk Downtown Residences In-Depth Interviews

We created a concierge interview guide consisting of 15 questions to assess tourist perceptions of

Thanks-Giving Square, develop programming of interest to Dallas visitors, and draw more visitors to

Thanks-Giving Square. After analyzing the responses, we were able to draw conclusions about potential

programming for Thanks-Giving Square.  

 

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Results:  

Hotel Concierge In-Depth Interviews

Are you familiar with Thanks-Giving Square? If YES: Have you ever visited Thanks-Giving Square?  How many times? 

“I’ve never actually been inside but I have walked by it.”  The majority of interviewees had not visited but seemed familiar with the location.  

If YES: What do you know about Thanks-Giving Square? (If not, interviewer provides a few facts or a fact sheet) 

“I know that it is a place of thanks and giving thanks and serenity.”   How often would you say your guests are looking for historical sites to visit downtown? 

Daily, to every day, to at least one a week. 

Do you ever refer guests to Thanks-Giving Square?  Why or why not?  “Not really because I forget about it and it is not a site I would consider immensely historical.”  

Do guests ever ask you about Thanks-Giving Square?  Do you have any brochures about the park on hand?  Would you use them if you did? 

No brochures on hand, however all concierges said they would use them if they were provided.  

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Would you be interested in a guided tour of Thanks-Giving Square with other concierge staff downtown?  Why or why not? 

The majority would be interested in a tour to gain more knowledge.  

What could Thanks-Giving Square offer you or your guests to draw more traffic to the park?  Collectively all concierges mentioned vendors, events, and music.  

Any other comments, ideas, or suggestions for our group about Thanks-Giving Square?  “If you really want people to go and know about Thanks-Giving Square, you need to get the

name out there.”  

In-Depth Interview Findings for Front Desk Downtown Residences  

Are you familiar with Thanks-Giving Square? If YES: Have you ever visited Thanks-Giving Square?  How many times? 

The majority had never visited. A few of the desk receptionists had walked their pets there or knew of local residents who visit Thanks-Giving Square with their dogs. 

If YES: What do you know about Thanks-Giving Square? (If not, interviewer provides a few facts or a fact sheet)  Half of the interviewees associated the holiday of Thanksgiving with the park.  

What do you do at the Square?   The majority of activity related to using Thanks-Giving Square as a dog park and some used

the food-truck services.  

What’s the first word that comes to mind when you think of Thanks-Giving Square?  “Well I think the obvious one is ‘thanks’ because it’s right there in the name.”  “Praise” was also a common theme. 

Are you familiar with the Expressions art and essay competition sponsored by the Thanks-Giving Foundations? What do you know? 

No interviewees were familiar with the Expressions art and essay competition.  

Are you familiar with the Interfaith Council associated with Thanks-Giving Square? What do you

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know?  No interviewees were familiar with the Interfaith Council being associated with Thanks-Giving

Square.  

Thanks-Giving Square has the following core values.  Which of the following appeals most to you, and why?  Peace, tolerance, interfaith harmony, thanksgiving, gratitude, community 

Most common was “gratitude” and the second most common was “tolerance.” 

Please indicate if you affiliate any of the following with Thanks-Giving Square, and if you do, tell us why: Interfaith harmony Reduction of societal conflict A rich diplomatic history A rich architectural history Living in gratitude Being a downtown oasis 

The most common was “living in gratitude.” This answer is closely related to the previous.  

Has anyone participated in a neighborhood workday at Thanks-Giving Square?  If so, can you tell us about your experience? 

No interviewees had participated in a neighborhood workday at Thanks-Giving Square.  

Tell us about any interaction you’ve had with Thanks-Giving Square.  Would you say you’ve been satisfied with your experience?  Why or why not? 

The interviewees who have had interaction with Thanks-Giving Square used it to walk their dogs. “It’s nice to have a place in the middle of the city where I can be outdoors with my dog and not feel surrounded by the hustle and bustle.”  

What role (or roles) would you like to see Thanks-Giving Square play in downtown Dallas?  “Personally, I would like to see it become more of a community center. We really need a place

like that around here.” 

To what extent would you be willing to donate your time or effort to help renovate Thanks-Giving Square? 

The majority of interviewees seemed to be willing to donate time and effort if they used the park more often.  

What could Thanks-Giving Square offer you or residences to draw more traffic to the park? Any other comments, ideas, or suggestions for our group about Thanks-Giving Square? 

“It’s in a location surrounded by people, but it needs a bit of work.”  Interviewees also suggested adding an activity element to the park.  

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Discussion:  

Significance of Findings- Hotel Concierge In-Depth Interviews 

Every contact from the hotels responded positively when asked if they were familiar with

Thanks-Giving Square. Every concierge knew where it was located, however only one of the five contacts

had visited. Three contacts had walked by the property on numerous occasions. When asked about their

knowledge of Thanks-Giving Square, answers ranged from a “place for Thanksgiving” and “giving thanks”

to “a beautiful garden” to the misconception that the interview was regarding Thanksgiving Towers.  

Interviewees affirmed that their guests look for and ask for historical sites to visit downtown

every day or nearly every day. One concierge estimated that one of every five guests asks about historical

sites to visit. However, the majority of the interviewees confirmed that they do not refer guests to

Thanks-Giving Square. The reasons being that they forget about it, do not have enough information on it,

or that they do not believe that it is a well-known enough landmark to recommend.  

Over the years, guests have asked about Thanks-Giving Square “sparsely.” None of the hotels

had information on-hand about Thanks-Giving Square, but nearly all agreed that if print media such as

brochures were made available to the hotels, they would use them. Three of the five concierges

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mentioned that they could possibly be interested in a guided tour of the park in order to have more

knowledge on the subject matter.  

Suggestions to gain more traffic towards Thanks-Giving Square had the common theme of

“getting the name out” and informing the public of what and where Thanks-Giving Square is as well as its

rich history and beauty. Other suggestions included events on the weekends such as vendors, music, and

food. Concierges seemed especially keen on the fact that Thanks-Giving Square hosts food trucks, noting

that guests enjoy them.  

 

Significance of Findings- Front Desk Downtown Residences 

The majority of interviewees responded positively when ask if they were familiar with Thanks-

Giving Square. The majority of interviewees had also never visited inside the Square, but have passed by

it. Several were pet owners and confirmed that they occasionally walked their dogs there. Over half knew

that it was a place to give thanks and believed it had “something to do with the holiday.” Of the people

who had been there, they use it for its dog park use and several used the food truck services.  

The most common word that was associated with Thanks-Giving Square was “thanks” and the

second most common word was “praise.” None of the participants knew of the Expression competition or

the Interfaith Council related with the Square, however, two participants knew that the Square had an

“acceptance of all religions” backstory.  

When given the list of words that appeal most “gratitude” was the most popular with

“tolerance” a close second. “Living in gratitude” was the phrase most associated with Thanks-Giving

Square. Many participants would like to see Thanks-Giving Square become a gathering place for the

community and agreed that they would be more willing to donate time and energy to restore it if they

had a more vested interest.  

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Suggestions for making the park more attractive to the community included beautifying or

restoring the park, as well as hosting events that contain music, food, or vendors.  

 Conclusion 

Thanks-Giving Square has “unlimited, but unfulfilled potential” and the ability to be a center of

community involvement and gathering. The more informed the community is about Thanks-Giving

Square, the more likely they will be to use its resources and contribute to it.  Hotel concierges are willing

to recommend Thanks-Giving Square to guests if they had more information on hand for guests and if

weekend events where hosted there. The idea of events involving music, food, and vendors were popular

both among the hotel staff and downtown residences. Residences were prone to the idea of having a

gathering place for the community that was safe and unique.

 

Thanks-Giving Square Founders, Donors & Board Members Study

Methodology:

Research Participants-

Our sample included Thanks-Giving Square founders, donors and board members.

Procedures Followed-

We selected our sample through voluntary participation. Consultants from every team contacted

founders, donors and board members about participating in the study. If participants agreed, their

contact information was released to the consulting teams who contacted them via email or phone about

participating in the interview.

Interviews lasted no more than one hour and took place in-person mainly in local coffee shops.

Interviews also took place over the phone and through email correspondence. We disclosed to our

participants that the information discussed was confidential and the information we gathered would only

be reported in aggregate. We encouraged them to be as honest and open as possible when answering our

questions. We took notes during interviews to record our findings.

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Survey Instrument-

We created an in-depth interview guide consisting of 10 questions related to the understanding of

Thanks-Giving Square’s relationship with founders, donors and board members and their opinions on the

current state and future potential of Thanks-Giving Square. After analyzing the data, we are able to draw

some conclusions about these publics for Thanks-Giving Square.

Results:

Please tell me your Thanks-Giving Square story. How did you come to be involved? Contract work with Thanks-Giving Square Office building was located near the square and resulted in interest Personal connection with Peter Stewart or previous presidents Beliefs and values aligned with square and viewed as a good organization to become involved in

What first comes to mind when you think about Thanks-Giving Square? “Has good ideals and a place that has accomplished grand gestures very well. Challenges the life-

transforming effort.” “An important Dallas landmark, although deteriorated has potential to return to its former glory” “ Thanks-Giving square is Ethereal “

What are your favorite aspects of Thanks-Giving Square? “Concept is magnificent, gratitude is the parent of all virtues” “Message of love in a city that was once known for hate” Philip Johnson architecture and the green space

What would you say is the best kept secret of Thanks-Giving Square? The oasis the square provides amongst the busy city life “It has national world impact” “Terrific place for meditation and interruption to a busy day”

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What are the most important issues facing Thanks-Giving Square in the next 5-10 years? Creating a clear message for Thanks-Giving Square “Reinvention of the space as downtown has changed dramatically” “Insular and dysfunctional board environment”

What should be highlighted as we prepare to celebrate Thanks-Giving Square’s 50th anniversary? “Looking back and highlighting the square’s role” “The international and national partners” “Highlighting the Philip Johnson and Norman Rockwell involvements” “The UN recognition”

In your eyes, what would make the 50th anniversary celebration a success? Acceptable gesture gratitude to those who made first 50 years possible Compelling gratitude with the partnership with Café Momentum Inclusion of the history of the founders of Thanks-Giving Square

What excites you most about Thanks-Giving Square’s future? Café Momentum partnership- “A partnership that can engage significant support” Potential programming for the future “It will continue to serve as an important symbol for this community and others to celebrate

people from all religious backgrounds.”

What concerns you most about Thanks-Giving Square’s future? The park’s physical condition The attraction of the 18-30 year old crowd Receiving donor support Disagreement of the Board “Thanks-Giving Square is missing action and application.”

Any other comments, ideas, or suggestions to share for our group’s work? 18-30 year old crowd’s view on Café Momentum’s mission or is it just an older age with

charitable donations? Creating a “message and mission that will grab people’s hearts and attention” Believe Thanks-Giving Square has something no other city has in regard to the “all faith

approach”

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Discussion:Significance of Findings-

There were multiple significant themes that emerged across all interviews with founders,

directors and board members. One was that Thanks-Giving Square is an “aging gem and an asset of Dallas

that is not being fully cared for.” This was reflected again when all the respondents expressed concern

for the physical park space and felt that it should be a top priority for Thanks-Giving Square. Second,

respondents noted the universal appeal of Thanks-Giving Square as major asset and key aspect of the

downtown area, with several respondents specifically discussing how the park acts as “a place where

social and religious struggles in the community can be discussed in a peaceful and respectable manner.”

When talking about both their favorite aspects and concerns for the Square, the majority of

respondents expressed their strong belief in the vision and purpose of Thanks-Giving Square, but were

discouraged by the current internal state of the Foundation. They noted, however, that its rich history,

art and communitarian approach are worth the effort to keep Thanks-Giving Square alive. These views

were again reflected when discussing the 50th anniversary event. A major theme that emerged was that

the anniversary event needs to not only reflect on this history of the Square, but also a “renewal of the

community dedication to making TGS all it can be.”

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The board members, founders, and donors all expressed a strong passion for Thanks-Giving

Square; not only for its accomplishments, but also for the potential it has for the future and the strong

sense of community it brings religiously, racially and socially. There were strong themes of concern about

the physical space being relevant in today’s downtown and internal structures. However, there were also

strong themes of recognition about the unique and exciting partnership with Café Momentum and

creating programming for the 18-30 year old demographic. Board members and founders all want to

maximize Thanks-Giving Square’s potential to see not only a thriving physical space, but also a socially

relevant organization.

  

Limitations of Study:

Our major limitations included a lack of two things: a diversity of respondents and an ability to

reach certain groups, such as near neighbors. A more diverse response set in the 18-30 year old group

would have been preferable, though the size and input of the current respondent group is sizable and

informative. Additionally, time constraints played a role in the research that could have been conducted

with respondents who were not available during our research window.

On a positive note, research showed that once participants had a better understanding of the

park’s history and facilities, they would be more likely to visit Thanks-Giving Square.

Our limitations for the focus groups were recruiting non-SMU, male participants and racially and

ethnically diverse participants. It was also difficult to get email responses from the donors, supporters,

and board members of Thanks-Giving Square for the interviews. Contact via email led to bounced emails

and no replies.

Time constraints may have also limited our overall ability to secure in-depth answers. We had a

short window of time to gather information from Dallas residents and K-12 DFW schools. Potentially,

more time could have allowed our group to speak with more people with more diverse demographics

and ages.

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It is also important to note that multiple consultants either have been employed by Thanks-Giving

Square or previously worked with Thanks-Giving Square in the classroom environment, possibly creating

a bias in favor of the organization that is our responsibility to recognize. Overall, our measurement

instruments yielded data that are consistent, reliable and dependable, and, we believe, still beneficial to

Thanks-Giving Square.

Suggestions for Future Research:

18-30 Demographic-

It would definitely be better to recruit more people from the Dallas area, especially males and other races

or ethnicities. Holding a focus group with people of distinct demographics could give our team a better

understanding of what Thanks-Giving Square needs to work on most in sequential order and would also

help us cater our efforts towards a broader demographic. More time to conduct research would also be

beneficial.

Cultural Awareness-

In the future when research is conducted on similar topics, we would suggest better operationalizing

what cultural awareness is. We suggest more detailed and personal questions regarding cultural

awareness opinions. Our team would expand the study to different North Texas school districts to

enhance validity and credibility. We would also suggest doing a direct comparison of different college

cultural awareness programs to gain a wider perspective and see how Thanks-Giving Square can better

serve the community in the higher education sector.

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Expressions of Gratitude-

We recommend notifying current participants that the Expressions of Gratitude program is taking a one-

year break for assessment and adjustment to best meet the needs of students and schools. We suggest

utilizing the updated contact list of school participants (created by summer 2014 intern) to make a

concerted, personal effort to speak with as many contacts as possible (i.e. focus groups, in-depth

interviews, phone interviews, etc.) and ascertain what is and isn’t working with the current program.

Downtown Engagement-

Future research for downtown engagement would need better access in the office buildings downtown.

Although residents and hotel concierges are valuable sources of information, increased attendance at the

Square is highly reliant on near neighbors utilizing the park. Also, a survey of the Interfaith Council and

the congregation that conducts The Gathering could have been instrumental in understanding what

already drives people to Thanks-Giving Square. The Square should also look further into examining Klyde

Warren Park. Although the missions of the two outdoor spaces are completely different, there is a lot to

be learned from the popular park.

Appendix

A. 18-30 year old General StudyI. Survey

The following survey is being conducted for an SMU senior research project. Your participation is voluntary and appreciated, should take no more than five minutes, and you may stop at any time. Your responses are anonymous. If you have questions about your participation or your rights, please contact Dr. Sandra Duhé at 214-768-1933.

Your gender: ___M ___ F

Your age: ________

Your race: ___ American Indian or Alaska Native ___ Asian ___ Black or African American ___ Native Hawaiian or Other Pacific Islander ___ White

Your ethnicity: ___ Hispanic /Latino ___ Not Hispanic or Latino

How familiar are you with Thanks-Giving Square in downtown Dallas?___ Not at all familiar ___ Somewhat familiar ___ Very familiar

How many times have you visited Thanks-Giving Square in downtown Dallas?___ Never visited ___ 1 or 2 times ___ 3 or 4 times ___ 5 or more times

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Which of the following values appeals most to you?___ Peace ___ Tolerance ___ Interfaith harmony ___ Thanksgiving ___ Gratitude ____ Community___ None of the above

Please indicate your level of agreement with the following statements:Gratitude is essential to a happy life.____ Strongly disagree ____ Disagree ____ Neither agree nor disagree ___ Agree ___ Strongly agree

I enjoy learning about cultures/beliefs different than my own.____ Strongly disagree ____ Disagree ____ Neither agree nor disagree ___ Agree ___ Strongly agree

Making a difference is essential to a happy life.____ Strongly disagree ____ Disagree ____ Neither agree nor disagree ___ Agree ___ Strongly agree

I like spending time in downtown Dallas.____ Strongly disagree ____ Disagree ____ Neither agree nor disagree ___ Agree ___ Strongly agree

Do you have any favorite locations you like to visit in downtown Dallas? If so, please list a few. (open answer space)

Thank you for your participation!If administered in person, provide a TGS fact sheet to each respondent. Otherwise, have the survey close to a page that includes the fact sheet.

B. 18-30 year old & 50th Anniversary Study

I. Focus Group Guide

Introduction by facilitator:You have been asked to participate in a focus group sponsored by Southern Methodist University's Communication Boulevard Consulting Practicum class. The purpose of our research is to assess knowledge and understanding of Thanks-Giving Square in downtown Dallas. The information learned in this focus group will be given to the Thanks-Giving Square Foundation staff to use or not use as they see appropriate to better Thanks-Giving Square.

Your participation in this one-hour focus group is voluntary, and you may stop at any time without penalty. Although the focus group will be audio recorded and notes will be taken, your responses will remain anonymous, and no names will be mentioned in our final report.

Please use only your first name on a nametag so we can better facilitate our discussion. You may use an alias name if you prefer. We’d also appreciate your completing a demographic survey. Please do not put your name on this sheet.

There are no right or wrong answers to the focus group questions. We want to hear many different viewpoints and would like to hear from everyone. We hope you can be honest even when your responses may not be in agreement with the rest of the group. Out of respect for each other, we ask that only one individual speak at a time and that responses made by all participants be kept confidential. If you have any questions about your participation or your rights, you may contact Dr. Sandra Duhé at 768-1933.

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Have you ever heard of Thanks-Giving Square?If YES: Have you ever visited Thanks-Giving Square? How many times?If YES: What do you know about Thanks-Giving Square?(If NO, facilitator provides a few facts – need to show photos)

Is anyone familiar with the Expressions art and essay competition sponsored by the Thanks-Giving Foundation?

Is anyone familiar with the Interfaith Council associated with Thanks-Giving Square?

Thanks-Giving Square has the following core values. Which of the following appeals most to you, and why? Peace, tolerance, interfaith harmony, thanksgiving, gratitude, community

How often do you spend time in downtown Dallas? What do you do? Where do you go?

Thanks-Giving Square has a rich 50-year history including ties to Rosa Parks, heads of state, former U.S. presidents, the United Nations, and noted architects. Does knowing this make you more interested in visiting Thanks-Giving Square? Why or why not?

Do you enjoy visiting parks? What kinds of activities (e.g., food, music, recreation space) would encourage you to visit a new park?

Thanks-Giving Square and its Foundation work to establish mutual understanding between people of different faiths. For example, a Muslim prayer service is held in the chapel each week, and a church service with a meal is held for the homeless each weekend. Does this kind of mission appeal to you? Why or why not?

Thanks-Giving Square was the first park established in downtown Dallas and occasionally schedules neighborhood work days to help maintain and improve the appearance of the site. Would you be interested in getting involved in this kind of community service? Why or why not?

Café Momentum is a separate nonprofit that teaches former juvenile offenders about the culinary and dining service industry. Café Momentum plans to eventually build a restaurant and community garden at Thanks-Giving Square downtown. Does this kind of attraction and partnership appeal to you? Why or why not?

A 50th anniversary celebration for Thanks-Giving Square will be held in February at the Angelika Theater. Would you be interested in attending an event like this one to learn more about Thanks-Giving Square, its history, and its future plans? Why or why not?

Has this discussion sparked your curiosity about Thanks-Giving Square? Are you more likely to visit? Why or why not?

In light of the information we’ve shared with you, what other comments, ideas, or suggestions do you have to help us increase awareness of Thanks-Giving Square, particularly among 18-30 year olds?

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II. In-Depth Interview Guide

Introduction to in-person visit (no phone calls for this group) by interviewer:I’m a senior at SMU working on a research project on behalf of Thanks-Giving Square in downtown Dallas. Our team is investigating how best to promote Thanks-Giving Square to our generation, among other initiatives. Our discussion should require no more than 45 minutes, and your voluntary time is greatly appreciated. If you have any questions about our project or your participation, I can provide you with my professor’s contact information (768-1933). May I continue?

Please tell me your Thanks-Giving Square story. How did you learn about the organization?

What first comes to mind when you think about Thanks-Giving Square?

What are your favorite aspects of Thanks-Giving Square?

What would you say is the best kept secret of Thanks-Giving Square?

Tell me about your vision for Café Momentum at Thanks-Giving Square.

What ideas or suggestions do you have for our group to bring more 18-30 year olds to the Square?

Thank you so much for your time.

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C. Cultural Awareness Program Study

I. In-Depth Interview Guide – K-12 DFW Schools

Introduction to phone or in-person visit by interviewer:I’m a senior at SMU working on a research project on behalf of Thanks-Giving Square in downtown Dallas. Our team is investigating the potential for Thanks-Giving Square to offer school-based cultural awareness programs, which is why I’m interested in learning more about the programs your school offers. Our discussion should require no more than 20-30 minutes, and your voluntary time is greatly appreciated. If you have any questions about our project or your participation, I can provide you with my professor’s contact information (768-1933). May I continue?

Have you ever heard of Thanks-Giving Square?

If YES: Have you ever visited Thanks-Giving Square? How many times?

If YES: What do you know about Thanks-Giving Square?(If not, interviewer provides a few facts or a fact sheet)

Are you familiar with the Expressions art and essay competition sponsored by Thanks-Giving Square?

Please tell me about any cultural awareness programs you have on campus/at the library.

Are you satisfied with your current cultural awareness programs? Why or why not?

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Where do you currently get materials to support cultural awareness on campus/at the library?

Would you be interested in learning more about what Thanks-Giving Square could offer to help educate students/visitors about cultural awareness?

Would you be interested in providing your feedback to Thanks-Giving Square as programs are being developed?

II. Focus Group Guide –SMU Diversity Committee

Introduction by facilitator:You have been asked to participate in a focus group sponsored by Southern Methodist University's Communication Boulevard Consulting Practicum class. The purpose of our research is to assess knowledge and understanding of Thanks-Giving Square in downtown Dallas. The information learned in this focus group will be given to the Thanks-Giving Square Foundation staff to use or not use as they see appropriate to better Thanks-Giving Square.

Your participation in this one-hour focus group is voluntary, and you may stop at any time without penalty. Although the focus group will be audio recorded and notes will be taken, your responses will remain anonymous, and no names will be mentioned in our final report.

Please use only your first name on a nametag so we can better facilitate our discussion. You may use an alias name if you prefer. We’d also appreciate your completing a demographic survey. Please do not put your name on this sheet.

There are no right or wrong answers to the focus group questions. We want to hear many different viewpoints and would like to hear from everyone. We hope you can be honest even when your responses may not be in agreement with the rest of the group. Out of respect for each other, we ask that only one individual speak at a time and that responses made by all participants be kept confidential. If you have any questions about your participation or your rights, you may contact Dr. Sandra Duhé at 768-1933.

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Have you ever heard of Thanks-Giving Square?If YES: Have you ever visited Thanks-Giving Square? How many times?If YES: What do you know about Thanks-Giving Square?(If NO, facilitator provides a few facts)

Is anyone familiar with the Expressions art and essay competition sponsored by the Thanks-Giving Foundation?

Is anyone familiar with the Interfaith Council associated with Thanks-Giving Square?

Our team is assessing the potential for Thanks-Giving Square to serve as an educational resource for cultural awareness.

What is cultural awareness to you? What is it NOT? Is it important – why or why not?

What do you think are the most important elements of cultural awareness for K-12 students?

What suggestions do you have for how best to promote cultural awareness?

What are the greatest challenges of promoting cultural awareness?

What suggestions do you have for overcoming those challenges?

Would you be willing to be involved in the development of cultural awareness programs for Thanks-Giving Square?

Thank participants for their time and distribute fact sheets to all who attend.

D. Expression of Gratitude Competition Study

I. Survey -School-Based Expressions of Gratitude Participant Contacts

The following survey is being conducted for an SMU senior research project. Your participation is voluntary and appreciated, should take no more than five minutes, and you may stop at any time. Your responses are anonymous. If you have questions about your participation or your rights, please contact Dr. Sandra Duhé at 214-768-1933.

Your gender: ___M ___ F

Your age: ________

Your race: ___ American Indian or Alaska Native ___ Asian ___ Black or African American ___ Native Hawaiian or Other Pacific Islander ___ White

Your ethnicity: ___ Hispanic /Latino ___ Not Hispanic or Latino

How familiar are you with Thanks-Giving Square in downtown Dallas?___ Not at all familiar ___ Somewhat familiar ___ Very familiar

How many times have you visited Thanks-Giving Square in downtown Dallas?

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___ Never visited ___ 1 or 2 times ___ 3 or 4 times ___ 5 or more times

How familiar are you with the Expressions art and essay competition sponsored by Thanks-Giving Square? The 2013 theme was “I am grateful for the value of sports.” The 2014 theme is “I am grateful for the Golden Rule.”___ Not at all familiar ___ Somewhat familiar ___ Very familiar

How familiar are you with the Reflections art competition sponsored by Texas PTA?___ Not at all familiar ___ Somewhat familiar ___ Very familiar

Approximately for how many years has your school participated in the Expressions competition?___ years

If 1 or more years, respondents see the following items: Please indicate your level of satisfaction with the Expressions competition as a venue to showcase your students’ work:___ Very satisfied ___ Somewhat satisfied ___ Neither satisfied nor unsatisfied ___ Unsatisfied ___ Very unsatisfied

Please indicated your level of satisfaction with Thanks-Giving Square’s administration of the Expressions competition:___ Very satisfied ___ Somewhat satisfied ___ Neither satisfied nor unsatisfied ___ Unsatisfied ___ Very unsatisfied

How likely are you to participate in the Expressions competition again?___ Very likely ____ Somewhat likely ____ Not at all likely

Please use the space below to provide us with any comments you have about the Expressions competition. Your feedback is greatly appreciated. (Open response area follows)

E. Downtown Neighbors & Residents Study

I. Survey- Corporate Employees

The following survey is being conducted for an SMU senior research project. Your participation is voluntary and appreciated, should take no more than five minutes, and you may stop at any time. Your responses are anonymous. If you have questions about your participation or your rights, please contact Dr. Sandra Duhé at 214-768-1933.

Your gender: ___M ___ F

Your age: ________

Your race: ___ American Indian or Alaska Native ___ Asian ___ Black or African American ___ Native Hawaiian or Other Pacific Islander ___ White

Your ethnicity: ___ Hispanic /Latino ___ Not Hispanic or Latino

How familiar are you with Thanks-Giving Square at 1627 Pacific (at Ervay)?___ Not at all familiar ___ Somewhat familiar ___ Very familiar

How many times have you visited Thanks-Giving Square?

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___ Never visited ___ 1 or 2 times ___ 3 or 4 times ___ 5 or more times

Are you aware of any of the following facts about Thanks-Giving Square? Indicate yes or no.The site includes a museum ___Y ___ NThe site includes a chapel ___Y ___ NThe site hosts food trucks ___Y ___ NThe site includes a dog park ___Y ___ N

Do you affiliate any of the following with Thanks-Giving Square? Indicate yes or no.Interfaith harmony ___Y ___ NReduction of societal conflict ___Y ___ NA rich diplomatic history ___Y ___ NA rich architectural history ___Y ___ NLiving in gratitude ___Y ___ NBeing a downtown oasis ___Y ___ N

Which of the following would be of interest to you? Check as many as you like.___ Learning more about Thanks-Giving Square’s history___ Attending a happy hour at Thanks-Giving Square___ Participating in a community service project at Thanks-Giving Square___ Attending a lecture on a world religion at Thanks-Giving Square___ Having lunch at Thanks-Giving Square___ Using the dog park at Thanks-Giving Square___ Attending an art exhibit at Thanks-Giving Square___ Visiting the chapel at Thanks-Giving Square___ Visiting the museum at Thanks-Giving Square___ Making a contribution to help renovate Thanks-Giving Square___ Holding a company function/meeting at Thanks-Giving SquareIf you have any other comments, ideas, or suggestions, please include them here (open answer space). II. In-Depth Interview Guide- Residents Council

Introduction by facilitator:You have been asked to participate in a focus group sponsored by Southern Methodist University's Communication Boulevard Consulting Practicum class. The purpose of our research is to assess nearby resident perceptions of Thanks-Giving Square, develop programming of interest to nearby residents, and draw a new generation of visitors to Thanks-Giving Square between the ages of 18 and 30. The information learned in this focus group will be given to the Thanks-Giving Square Foundation staff to use or not use as they see appropriate to better Thanks-Giving Square.

Your participation in this one-hour focus group is voluntary, and you may stop at any time without penalty. Although the focus group will be audio recorded and notes will be taken, your responses will remain anonymous, and no names will be mentioned in our final report.

Please use only your first name on a nametag so we can better facilitate our discussion. You may use an alias name if you prefer. We’d also appreciate your completing a demographic survey. Please do not put your name on this sheet.

There are no right or wrong answers to the focus group questions. We want to hear many different viewpoints and would like to hear from everyone. We hope you can be honest even when your responses may not be in agreement with the rest of the group. Out of respect for each other, we ask that only one individual speak at a time and that responses made by all participants be kept confidential. If

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you have any questions about your participation or your rights, you may contact Dr. Sandra Duhé at 768-1933.

By a show of hands, is anyone here not at all familiar with Thanks-Giving Square? (Facilitator provides basic info as needed)

For those who know the Square, about how many times have you visited? Or, on average, how often do you visit?

What do you do at the Square?

What’s the first word that comes to mind when you think of Thanks-Giving Square?

Is anyone familiar with the Expressions art and essay competition sponsored by the Thanks-Giving Foundation? What do you know?

Is anyone familiar with the Interfaith Council associated with Thanks-Giving Square? What do you know?

Thanks-Giving Square has the following core values. Which of the following appeals most to you, and why? Peace, tolerance, interfaith harmony, thanksgiving, gratitude, community

By a show of hands, please indicate if you affiliate any of the following with Thanks-Giving Square, and if you do, tell us why:Interfaith harmonyReduction of societal conflictA rich diplomatic historyA rich architectural historyLiving in gratitudeBeing a downtown oasis (continued next page)Has anyone participated in a neighborhood workday at Thanks-Giving Square? If so, can you tell us about your experience?

Tell us about any interaction you’ve had with Thanks-Giving Square. Would you say you’ve been satisfied with your experience? Why or why not?

What role (or roles) would you like to see Thanks-Giving Square play in downtown Dallas?

To what extent would you be willing to donate your time or effort to help renovate Thanks-Giving Square?

Do you have any other comments, ideas, or suggestions for our group?

Thank you so much for your time.

Distribute fact sheets at end of focus group.

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III. In Depth Interview Guide – Hotel Concierges

Introduction to in-person visit by interviewer:I’m a senior at SMU working on a research project on behalf of Thanks-Giving Square in downtown Dallas. Our team is investigating how to drive more tourism to Thanks-Giving Square. Our discussion should require no more than 15 minutes, and your voluntary time is greatly appreciated. If you have any questions about our project or your participation, I can provide you with my professor’s contact information (768-1933). May I continue?

Are you familiar with Thanks-Giving Square?

If YES: Have you ever visited Thanks-Giving Square? How many times?

If YES: What do you know about Thanks-Giving Square?(If not, interviewer provides a few facts or a fact sheet)

How often would you say your guests are looking for historical sites to visit downtown?

Do you ever refer guests to Thanks-Giving Square? Why or why not?

Do guests ever ask you about Thanks-Giving Square? Do you have any brochures about the park on hand? Would you use them if you did?

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Would you be interested in a guided tour of Thanks-Giving Square with other concierge staff downtown? Why or why not?

What could Thanks-Giving Square offer you or your guests to draw more traffic to the park?

Any other comments, ideas, or suggestions for our group about Thanks-Giving Square?

Thank you so much for your time.

Leave a fact sheet behind.

F. Founders, Donors & Board Members

I. In Depth Interview Guide

Introduction to in-person visit by interviewer:I’m a senior at SMU working on a research project on behalf of Thanks-Giving Square in downtown Dallas. Our team is investigating how best to promote Thanks-Giving Square to our generation, among other initiatives. Our discussion should require no more than 45 minutes, and your voluntary time is greatly appreciated. If you have any questions about our project or your participation, I can provide you with my professor’s contact information (768-1933). May I continue?

Please tell me your Thanks-Giving Square story. How did you come to be involved?

What first comes to mind when you think about Thanks-Giving Square?

What are your favorite aspects of Thanks-Giving Square?

What would you say is the best kept secret of Thanks-Giving Square?

What are the most important issues facing Thanks-Giving Square in the next 5-10 years?

What should be highlighted as we prepare to celebrate Thanks-Giving Square’s 50th anniversary?

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In your eyes, what would make the 50th anniversary celebration a success?

What excites you most about Thanks-Giving Square’s future?

What concerns you most about Thanks-Giving Square’s future?

Any other comments, ideas, or suggestions to share for our group’s work?

Thank you so much for your time.

G. Demographic Survey: Focus Groups

Demographic Survey to be collected at every Focus Group

Your gender: ___M ___ F

Your age: ________

Your race: ___ American Indian or Alaska Native ___ Asian ___ Black or African American ___ Native Hawaiian or Other Pacific Islander ___ White

Your ethnicity: ___ Hispanic /Latino ___ Not Hispanic or Latino

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