Survey of Area Leaders

FINAL REPORT 2009 Cumberland Region Tomorrow Survey of Area Leaders Prepared by: May 21, 2009

Dan Prince President [email_address] Sara Dailey Research Manager [email_address] Prince Market Research 200 31st Avenue North Nashville, TN 37203 Toll Free: 800.788.7728 Phone: 615.292.4860 Fax: 615.292.0262 www.PMResearch.com

Table of Contents
I. Overall Summary
Research Sponsor
Research Purpose
Research Methodology
Key Findings
II. Appendix
Breakouts by Segment
2009 CRT Survey of Area Leaders Prince Market Research

I. Overall Summary 2009 CRT Survey of Area Leaders Prince Market Research

Research Sponsor: Cumberland Region Tomorrow
Cumberland Region Tomorrow (CRT) is a private, non-profit, citizen-based regional organization working with many public and private sector partners, dedicated to planning for the future livability and economic vitality of the 10-county region of Middle Tennessee.

Research Purpose
The overall purpose of this research project was to gather information from government, business and community leaders on the following:
How do people in the ten regional counties actually feel about regional collaboration?
How important is it for Middle Tennessee communities and governments to work together?
What are the most important things that would make a leader take a more active role in regional collaboration?

Research Methodology
Prince Market Research (PMR), an independent market research firm, collaborated with CRT and DVL, a national public relations firm, to develop the questionnaire, which contained a total of 15 questions.
PMR was responsible for creating an open online survey link. Once created, CRT embedded the online survey link into an email blast that was sent to a list of area leaders on Thursday, March 12, 2009. The survey was closed Monday, March 30, 2009. A total of 469 completed surveys were received . The sponsor of the research was revealed. No incentive was offered to participate.
Each survey lasted about 5 minutes.
The margin of error for the full sample (n=469) is +/-4.6%.

Key Findings 2009 CRT Survey of Area Leaders Prince Market Research

Respondent Demographics

Nearly one-half of respondents work for a private company; 32% government, 11% non-profit.
Which of the following most accurately describes your occupational status?

Of those respondents who participated in the survey, one-half currently live in Davidson County.
In which Middle Tennessee County do you currently live?

Just 28% of respondents surveyed hold an Elected or Appointed position in Middle TN.
Do you currently hold an ELECTED or APPOINTED position with any Middle TN governmental agency, planning board, advisory board, etc.?

Over one-half of all respondents have lived in another city the size of Nashville or larger.
At any point in your adult life (ages 18 and up), have you lived in any other U.S. city the size of Nashville or larger?

Regional Collaboration

Regional Opportunities and Crises/Problems are the top 2 motivators for regional collaboration.
What would motivate you and the constituents you serve to encourage/ensure regional collaboration? Check all that apply.

Currently just 27% say regional collaboration is working, but 81% say it is a Very Important issue.
How would you rate our region’s current effectiveness in regional collaboration?
How important is it for Middle TN communities & governments to work together to address regional priorities & issues?

Over 2/3 of respondents say improving Transit Options is the most important focus for Middle TN.
Please rank order the importance of the following transportation strategies in terms of what the Nashville Region should focus on over the next 10 years?

Transportation & Other Infrastructure are the most important issues for Middle TN to focus on.
How important do you think each of the following issues are to the quality of life and economic vitality in our region over the next 10 years?

The greatest benefit of a regional transit system is Reduced Traffic Congestion.
What do you see as the benefits of investing in a Regional Transit System? Check all that apply.

8 of 10 respondents say Funding is the biggest barrier to making transit options available to all.
What are the barriers to making transit options available to citizens of the region? Check all that apply.

Nearly one-half of respondents say “Middle TN” is the best term to describe the 10-county region.
What title or term best describes our 10-county region?

II. Appendix 2009 CRT Survey of Area Leaders Prince Market Research

Respondent Demographics - Breakouts

Elected or Appointed respondents are more likely to work for a government agency.
Which of the following most accurately describes your occupation status?

Elected or Appointed respondents are more likely to reside in a county other than Davidson.
In which Middle Tennessee County do you currently live?

Nearly 1/2 of respondents outside of Davidson County hold an Elected or Appointed position.
Do you currently hold an ELECTED or APPOINTED position with any Middle TN governmental agency, planning board, advisory board, etc.?

Respondents in Davidson County are more likely to have lived in other large U.S. cities.
At any point in your adult life (ages 18 and up), have you lived in any other U.S. city the size of Nashville or larger?

Regional Collaboration - Breakouts

Appointed respondents show a greater motivation for Regional Opportunities & Crises than Elected.
What would motivate you and the constituents you serve to encourage/ensure regional collaboration? Check all that apply.

Davidson County respondents are less likely to say that the region is doing a good job collaborating.
How would you rate our region’s current effectiveness in regional collaboration?

Respondents in Davidson County are most likely to say regional collaboration is Very Important.
How important is it for Middle TN communities and governments to work together to address regional priorities and issues?

Davidson County respondents place a high importance on Transit Option Improvements.
Most Important : Rank order the importance of the following transportation strategies in terms of what the Nashville Region should focus on over the next 10 years?

Elected respondents are more likely to say Regional Economic Growth is Extremely Important.
How important do you think Regional Economic Growth issues are to the quality of life and economic vitality in our region over the next 10 years?

How important do you think Regional Transportation Infrastructure issues are to the quality of life and economic vitality in our region over the next 10 years?
Transportation Infrastructure is Extremely Important to about ¾ of Davidson County respondents. 2009 CRT Survey of Area Leaders Prince Market Research

Non-Elected/Appointed respondents are less likely to say Regional Land Development is Important.
How important do you think Regional Land Development issues are to the quality of life and economic vitality in our region over the next 10 years?

Nearly 3/4 of Elected respondents say Other Regional Infrastructure is Extremely Important.
How important do you think Other Regional Infrastructure issues are to the quality of life and economic vitality in our region over the next 10 years?

Open Space Conservation is Extremely Important to Davidson County; more so than other counties.
How important do you think Regional Open Space Conservation issues are to the quality of life and economic vitality in our region over the next 10 years?

Respondents living outside of Davidson County are less likely to say Air Quality is Extremely Important.
How important do you think Regional Air Quality issues are to the quality of life and economic vitality in our region over the next 10 years?

What do you see as the benefits of investing in a Regional Transit System? Check all that apply.
There were no major differences among segments. 2009 CRT Survey of Area Leaders Prince Market Research

Respondents outside of Davidson are slightly more likely to say funding is the biggest barrier.
What are the barriers to making transit options available to citizens of the region? Check all that apply.

Respondents outside of Davidson County show a greater liking for the term “Middle Tennessee.”
What title or term best describes our 10-county region?

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Survey of Area Leaders

by Cumberland Region Tomorrow on May 28, 2009

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