CSB Report 4.13.16 HAB

CARDINAL SQUARE BOULEVARD NAME CHANGE
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CARDINAL SQUARE BOULEVARD
“Business Owners’ Thoughts About Changing Fashion Square Boulevard to Cardinal
Square Boulevard”
ANY ERRORS IN THIS REPORT ARE THE SOLE RESPONSIBILITY OF THE
AUTHORS OF THIS REPORT
Submitted to:
Dr. Gary L. Clark
Professor of Marketing
Department of Management and Marketing
Saginaw Valley State University
7400 Bay Road
(989) 964-4298
Marketing Research: MKT 435
M/W 2:30-3:50p.m.
glclark@svsu.edu
Prepared for:
Dr. Gene Hamilton
Special Assistant to the President for Government Relations
(989) 964-4069
hamilton@svsu.edu
Ms. Linda Sims
Senior Executive Assistant to the President/Executive Director for
Communications and External Affairs
(989) 964-7144
llsims@svsu.edu
Saginaw Valley State University
7400 Bay Road
Submitted by:
Friday, April 15, 2016
Name Email Address Phone #
Clark, Dr. Gary glclark@svsu.edu (989) 714-9550
Beythan, Haylee habeythan@svsu.edu (989) 525-5012
Bremer, Trevor tjbremer@svsu.edu (989) 293-0813
Charboneau, Amy amcharbo@svsu.edu (231) 818-1798
Chrzan, Alexandra alchrzan@svsu.edu (734) 735-4229
Gibson, Zackary zpgibson@svsu.edu (810) 836-3659
Loss, Kevin kmloss@svsu.edu (727) 543-6256

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Table of Contents Page #
1. Introduction.............................................................................................................. 4
1) Report Preparation.......................................................................................... 4
2. Methodology.......................................................................................................... 4-6
1) Cover Letter Development .............................................................................. 4
2) Questionnaire Development............................................................................ 5
3) Meetings and Pre-Testing ............................................................................ 5-6
3. Research Results................................................................................................ 7-22
1) Response Rate Table ..................................................................................... 7
2) “WOW” Comments Against the Name Change (n=6)...................................... 7
3) “WOW” Comments in Favor of the Name Change (n=2)................................. 8
4) Significant Results........................................................................................... 8
5) Summary of All Findings ............................................................................ 9-11
6) Frequency Distribution Tables and Response Analysis by Question ....... 12-22
1. Question 1: What is your sex?................................................................. 12
2. Question 2: What is your age?................................................................. 12
3. Question 3: Please circle ONE number that represents the highest
level of education you have completed............................................... 12-13
4. Question 4: Where is your business located?.......................................... 13
5. Question 5: Please check the intersection that your business is closest
to.............................................................................................................. 13
6. Question 6: What type of product or service do you provide?.................. 14
7. Question 7: What is your job title? ........................................................... 14
8. Question 8: How many years has your business been located on Fashion
Sq. Blvd? ................................................................................................. 15
9. Question 9: Are you a graduate of SVSU? ............................................. 15
10.Question 10: How many of your immediate or extended family members
have graduated from SVSU?................................................................... 16
11.Question 11: How many of your immediate or extended family members,
including yourself, have ever been enrolled at SVSU?............................ 16
12.Question 12: Rebranding the area around Fashion Sq. Blvd. is a good
idea.......................................................................................................... 17
13.Question 13: Changing Fashion Sq. Blvd.’s name to Cardinal Sq. Blvd.
will bring a fresh perspective to the surrounding community.................... 17
14.Question 14: Changing the name from Fashion Sq. Blvd. to Cardinal Sq.
Blvd. is a good idea. ................................................................................ 18
15.Question 15: Extending the current Fashion Sq. Blvd. to Pierce Road is
a good idea.............................................................................................. 18
16.Question 16: Extending Fashion Sq. Blvd. to Pierce Road would reduce
traffic on Bay Road.. ................................................................................ 19
17.Question 17: Extending Fashion Sq. Blvd. to Pierce Road will generate
economic growth...................................................................................... 19
18.Question 18: Changing to name of Fashion Sq. Blvd. will benefit my
business................................................................................................... 20
19.Question 19: If Fashion Sq. Blvd. is extended to Pierce Road, there

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should be a bike and/or walking trail next to the road. ............................ 20
20.Question 20: If the name of Fashion Sq. Blvd. is changed to Cardinal Sq.
Blvd, how many months prior to the name change would your business
need to incorporate those changes?........................................................ 21
21.Question 21: What are your thoughts about changing Fashion Sq. Blvd.
to Cardinal Sq. Blvd? ............................................................................... 22
4. Appendix ........................................................................................................... 23-34
1) Cover Letter ................................................................................................. 23
2) Questionnaire........................................................................................... 24-25
3) Bounce Back Card ........................................................................................ 26
4) List of Committee Members Provided by Dr. Gene Hamilton........................ 27
5) Q. 7 “What is your job title?” responses ........................................................ 28
6) Q.20 “If the name of Fashion Sq. Blvd. is changed to Cardinal Sq. Blvd,
how many months prior to the name change would your business need to
incorporate those changes?” responses ....................................................... 29
7) Q. 21 “What are your thoughts about the name change?” responses...... 30-32
8) List of Items Businesses Need Changed ...................................................... 33
9) Changes from Willow Tree Meeting .............................................................. 34
10)List of Respondents Who Returned a Bounce Back Card............................. 35

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INTRODUCTION
The purpose of this report is to present the results of a survey designed to
answer the following general research question:
“What do business owners located on Fashion Square Blvd think about
changing the name of Fashion Square Blvd to Cardinal Square Blvd?”
On Tuesday September 29, 2015 Dr. Gene Hamilton contacted Dr. Gary L. Clark
to ask for his help with the Cardinal Square Blvd. Survey. Dr. Clark met with Dr.
Hamilton and several other committee members in the Saginaw Valley State University
Marketplace at the Doan. The purpose of the survey was to determine the thoughts of
business owners on the potential name change of Fashion Square Blvd. to Cardinal
Square Blvd.
Report Preparation
1. Research Report Supervisor
1) Dr. Gary L. Clark, Ph. D., glclark@svsu.edu
2. Research Report President
1) Alexandra Chrzan, October 1, 2015 – April 23, 2016
3. Research Report Vice President
1) Haylee Beythan, October 1, 2015 – April 23, 2016
4. Research Assistants
1) Trevor Bremer, January 11, 2016 – April 23, 2016
2) Amy Charboneau, October 1, 2015 – December 18, 2015
3) Zackary Gibson, January 11, 2016 – April 23, 2016
4) Kevin Loss, October 1, 2015 – April 23, 2016
METHODOLOGY
Dr. Gary L. Clark, Professor of Marketing, and six students enrolled in one of Dr.
Clark’s classes conducted the study and wrote the research report during the Fall 2015
and Winter 2016 semester.
The survey’s cover letter and questionnaire were created in the Fall 2015
semester. The survey was pre-tested with these six individuals: Bill Gray, Clayton
Johnson, Jennifer Lincoln, Pam Pike, Glynis Talley, and Vern Weber, whose names
were provided by Dr. Gene Hamilton. The survey packets were mailed to the
respondents on Monday, January 25, 2016. The sample’s names and addresses were
provided by Bridgett Smith from Saginaw Township and Steve King from Kochville
Township. The survey packets were sent to all businesses whose addresses are on
Fashion Square Blvd. In the mail packet, a bounce back card was included with the
following statement: “Would you like to receive the results of the enclosed survey?”
This research study was funded by the office of the Special Assistant to the President
for Government Relations at Saginaw Valley State University.

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Cover Letter Development (N=9)
1. Draft #1: Created by Dr. Gary L. Clark Saturday, October 3, 2015
2. Draft #2: Sunday, October 4, 2015
3. Draft #2: Sent to Dr. Gene Hamilton and Ms. Linda Sims on Sunday, October 4,
2015
4. Draft #3: Monday, October 5, 2015
5. Draft #4: Wednesday, October 7, 2015
8. Draft #6: Sent to Gene and Linda on Thursday, October 29, 2015
9. Final Draft with Willow Tree suggestions: Sent to Committee on Wednesday,
November 11, 2015
Questionnaire Development (N=8)
1. Draft #1: Friday, October 2, 2015
4. Draft #3: Sent to Committee Members for reviews and acceptance on
Wednesday, October 7, 2015
7. Draft #6: Sent to Gene and Linda on Thursday, October 29, 2015
8. Final Draft with Willow Tree suggestions: Sent to Committee on Wednesday,
November 11, 2015
Meetings and Pre-testing (N=15)
1. Dr. Gary L. Clark met with the Committee at the SVSU’s Doan on Saturday,
September 12, 2015
2. 1st Meeting Thursday, October 1, 2015 at 4:30PM at TGIF’s
1) Dr. Gary L. Clark, Dr. Gene Hamilton, Amy Charbonneau, Kevin Loss,
Alex Chrzan, and Haylee Beythan were present
3. 2nd Meeting Monday, October 5, 2015 at 4:00PM
1) Dr. Clark, Amy, Kevin, Alex and Haylee present
3. 3rd Meeting Wednesday, October 7, 2015 at 4:00PM
4. 4th Meeting Monday, October 12, 2015 at 4:00PM
5. 5th Meeting Wednesday, October 14, 2015 at 3:45PM
1) Amy, Kevin, Alex and Haylee present
2) Called pre-test sample and set up dates and times to meet with them
6. 6th Meeting Monday, October 19, 2015 at 4:00PM
7. 7th Meeting Wednesday, October 20, 2015 at 4:00PM

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8. Haylee and Kevin shared with Dr. Clark the results from the pretest meetings
9. Alexandra pretested Vern Weber on Friday, October 23, 2015 at 10:00AM
10.8th Meeting Monday, October 26, 2015 at 4:00PM
11.Pretest results were sent to Gene and Linda on Thursday, October 29, 2015
12.Meeting at Willow Tree restaurant on Monday, November 2, 2015 from 12:00-
1:30pm.
1) A list of changes that were suggested by the Committee can be found in
the Appendix on page 34.
13.Christmas Break: No meeting.
14.Continued the weekly meetings: Monday, January 18, 2016
1) Added Trevor Bremer and Zack Gibson to the group.
13.Zack and Alex created the bounce-back cards: Friday, January 22, 2016
14.87 surveys were sent to the businesses with an address on Fashion Square
Blvd: Monday, January 25, 2016.
15.The cut-off date for receiving the surveys was established: Monday, February 10,
2016.

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RESEARCH RESULTS
Surveys
Mailed
Surveys
Sent
Surveys
Delivered
Surveys
Returned as
Undeliverable
Surveys
Returned
Response
Rate %
End Date
January
25, 2016
87 83 4 36 43.4%
February
10, 2016
The response rate table shows the breakdown of the information for the Cardinal
Square Boulevard survey that was sent out. The data includes beginning survey date,
surveys sent, delivered, and returned, survey response rate %, and the survey end
date.
“WOW” Comments Against the Name Change (N=6)
1. DCI #1 – Administration Manager: “…Our time and energy to change our
address with all our vendors, etc. is unproductive to our business.”
2. DCI #3 – CEO: “This would be extremely inconvenient and costly. Businesses
spend years “branding” to grow and expand. A major part of branding is associating
with the geographic area and tying in street names and landmarks. A change of this
nature would force a business to spend a considerable amount of time and money to
repeat a costly process integral to the establishment of business and neat and
negatively effect location based assimilation used to draw customers based on
proximity. Businesses on FSB have tied themselves to the shopping district and paid
greatly to be on FSB which conveys the goodwill of Fashion Square Mall.”
3. DCI #9 – Owner: “No. Are you kidding me? Each one of my business would have to
change all paperwork, business license/tax ID, and business
cards/checks/letterheads/websites, etc.”
4. DCI #14 – Owner: “…A change like this would cost us several thousand dollars.
Keep the Cardinal name in Kochville.”
5. DCI #18 – Program Coordinator: “It is way too expensive for business to redo all
advertising, business cards, billboards, webpages, etc. The township is definitely not
thinking of their existing business owners.”
6. DCI #27 – Oral Surgeon: “Terrible idea…”

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“WOW” Comments in Favor of the Name Change (N=2)
1. DCI #10 – Agent/Owner: “I think it would be good to embrace SVSU’s positive
presence within our community region (GLBR) as a whole…”
2. DCI #21 – Owner DDS: “Go for it. SVSU is the BEST thing in our area.”
Significant Results (N=5)
Question 12 – Rebranding the area around Fashion Sq. Blvd. is a good idea.
1. Only 36% of the respondents at least “Tend to Agree” that rebranding the area
around Fashion Square Boulevard would be a good idea (n=12/33).
2. Nearly 55% of respondents “Strongly Disagree” or “Very Strongly Disagree”
that rebranding the area around Fashion Square Boulevard will be a good idea
(n=18/33).
Question 14 – Changing the name from Fashion Sq. Blvd. to Cardinal Sq. Blvd. is
a good idea.
1. Approximately 67% of the respondents “Strongly Disagree” or “Very Strongly
Disagree” that changing the Fashion Square Boulevard to Cardinal Square
Boulevard is a good idea (n=22/33).
2. None of the respondents “Very Strongly Agree” that changing Fashion Square
Boulevard to Cardinal Square Boulevard is a good idea (n=0/33).
Question 15 – Extending the current Fashion Sq. Blvd. to Pierce Road is a good
idea.
1. Approximately 85% of the respondents at least “Tend to Agree” that extending
Fashion Square Boulevard to Pierce Road is a good idea (n=23/27).
Question 18 – Changing the name of Fashion Sq. Blvd. will benefit my business.
1. Exactly 75% of the respondents “Strongly Disagree” or “Very Strongly Agree”
(n=24/32) and 22% “Tend To Disagree” (n=7/32) that changing Fashion Square
Boulevard would benefit their business.
2. Only one respondent agreed at all that changing Fashion Square Boulevard to
Cardinal Square Boulevard would benefit their business (n=1/32).
Question 19 – If Fashion Sq. Blvd. is extended to Pierce Road, there should be a
bike and/or walking trail next to the road.
1. Nearly 94% of respondents at least “Tend to Agree” that if Fashion Square
Boulevard was extended to Pierce Road there should be a bike and/or walking
trail next to the road (n=29/31).

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Summary of All Findings (N=21)
Question 1 – What is your sex?
1. Approximately 56% of the respondents were males (n=19/34).
Question 2 – What is your age?
1. Nearly 67% of respondents were 46 to 64 years old (n=24/36).
Question 3 – Please circle ONE number that represents the highest level of
education you have completed:
1. Slightly over 50% of the respondents have obtained a Bachelor degree or higher
(n=19/36).
Question 4 – Where is your business located?
1. Nearly 88% of respondents worked at a business located south of Tittabawassee
Road (n=29/33).
Question 5 – Please check the intersection that your business is closest to.
1. Nearly 31% of businesses were located closest to Tittabawassee and Fashion
Square Boulevard (n=11/36) and almost 28% of businesses were located closest
to McCarty and Fashion Square Boulevard (n=10/36).
Question 6 – What type of product or service do you provide?
1. Approximately 35% of the respondents provide a financial service, insurance, or
real estate (n=12/34).
Question 7 – What is your job title?
1. Approximately 94% of respondents listed their job title (n=34/36).
2. Exactly 50% of those who responded were the Owner or President/CEO of the
business (n=17/34).
3. A list of the respondents’ job titles can be found on in the Appendix on page 28.
Question 8 – How many years has your business been located on Fashion Sq.
Blvd.
1. Approximately 47% of businesses have been located on Fashion Square
Boulevard for 13 years or more (n=17/36).
2. Only 11% of businesses have been located on Fashion Square Boulevard for
less than 3 years (n=4/36).
Question 9 – Are you a graduate of SVSU?
1. Only 22% of the respondents graduated from SVSU (n=8/36)

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Question 10 – How many of your immediate or extended family members have
graduated from SVSU?
1. Nearly 39% of the respondents have a family member who graduated from
SVSU (n=14/36).
Question 11- How many of your immediate or extended family members,
including yourself, have ever been enrolled at SVSU?
1. Approximately 33% of the respondents have never had anyone in their family
enrolled in SVSU (n=12/36)
Question 12 – Rebranding the area around Fashion Sq. Blvd. is a good idea.
1. Only 36% of the respondents at least “Tend to Agree” that rebranding the area
around Fashion Square Boulevard would be a good idea (n=12/33).
(n=18/33).
Question 13 – Changing Fashion Sq. Blvd.’s name to Cardinal Sq. Blvd. will bring
a fresh perspective to the surrounding community.
1. Only 25% of the respondents “Strongly Agree” or “Tend To Agree” that
changing the name of Fashion Square Boulevard would bring a fresh perspective
to the surrounding community (n=8/33).
2. None of the respondents “Very Strongly Agree” a name change would bring a
fresh perspective to the area (n=0/33).
Question 14 – Changing the name from Fashion Sq. Blvd. to Cardinal Sq. Blvd. is
a good idea.
Question 15 – Extending the current Fashion Sq. Blvd. to Pierce Road is a good
idea.
Question 16 – Extending Fashion Sq. Blvd. to Pierce Road would reduce traffic on
Bay Road.
Fashion Square Boulevard to Pierce Road would reduce traffic on Bay Road
(n=24/29).

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Question 17 - Extending Fashion Sq. Blvd. to Pierce Road will generate economic
growth.
1. Exactly 80% of the respondents at least “Tend to Agree” that extending Fashion
Square Boulevard the Pierce Road would generate economic growth (n=20/25).
2. However, 31% of respondents checked “No Opinion” when asked if extending
Fashion Square Boulevard to Pierce Road would generate economic growth
(n=11/36).
Question 18 – Changing the name of Fashion Sq. Blvd. will benefit my business.
1. Exactly 75% of the respondents “Strongly Disagree” or “Very Strongly
Disagree” (n=24/32) and 22% “Tend To Disagree” (n=7/32) that changing
Fashion Square Boulevard would benefit their business.
2. Only one respondent “Tended to Agree” at all that changing Fashion Square
Boulevard to Cardinal Square Boulevard would benefit their business (n=1/32).
Question 19 – If Fashion Sq. Blvd. is extended to Pierce Road, there should be a
bike and/or walking trail next to the road.
1. Nearly 94% of respondents at least “Tend to Agree” that if Fashion Square
Question 20 – If the name of Fashion Sq. Blvd. is changed to Cardinal Sq. Blvd,
how many months prior to the name change would your business need to
incorporate those changes?
1. Approximately 40% of the respondents indicated that it would take 3-6 months to
update all necessary documents if Fashion Sq. Blvd. to Cardinal Square Blvd.
(n=13/33).
2. 21% of the businesses surveyed stated that it would take more than a year to
change all documents if Fashion Sq. Blvd. was changed to Cardinal Square Blvd.
(n=7/33).
Question 21 – What are your thoughts about changing Fashion Sq. Blvd. to
Cardinal Sq. Blvd.?
1. Approximately 67% of the respondents wrote a comment when asked “What are
your thoughts about changing Fashion Square Boulevard to Cardinal Square
Boulevard?” (n=24/36).
2. Of the businesses that responded, 75% were against changing the name from
Fashion Sq. Blvd. to Cardinal Sq. Blvd. (n=18/24).

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Frequency Distribution Tables (N=21)
*CSB= Cardinal Square Blvd.
Table 1 – What is your sex?
1. Approximately 56% of the respondents were males (n=19/34).
Table 2 – What is your age?
1. Nearly 67% of respondents were 46 to 64 years old (n=24/36).
CSB Name Change
Age # %
1. 18-35 3 8.3
2. 36-45 4 11.1
3. 46-64 24 66.7
4. 65+ 5 13.9
Subtotal 36 100.0
No Response 0 0.0
Total 36 100.0
Table 3a – Please circle ONE number that represents the highest the highest level
of education you have completed:
CSB Name Change
Education # %
12 7 19.4
13 3 8.3
14 4 11.1
15 3 8.3
16 11 30.6
17 4 11.1
18 0 0.0
19 0 0.0
20+ 4 11.1
Subtotal 36 100.0
No Response 0 0.0
Total 36 100.0
CSB Name Change
Sex # %
1. Male 19 55.9
2. Female 15 44.1
Subtotal 34 100.0
No Response 2 5.6
Total 36 100.0

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1. Nearly 53% of the respondents have obtained a Bachelor degree or higher
(n=19/36).
Table 3b.
Table 4 – Where is your business located?
1. Nearly 88% of respondents worked at a business located south of
Tittabawassee Road (n=29/33).
CSB Name Change
Business Location # %
1. South of Tittabawassee 29 87.9
2. North of Tittabawassee 4 12.1
Subtotal 33 100.0
No Response 3 8.3
Total 36 100.0
Table 5 – Please check the intersection that your business is closest to.
1. Nearly 31% of businesses were located closest to Tittabawassee Road and
Fashion Square Boulevard (n=11/36) and almost 28% of businesses were
located closest to McCarty and Fashion Square Boulevard (n=10/36).
CSB Name Change
Education # %
1. 12 7 19.4
2. 13-15 10 27.7
3. 16 11 30.6
4. 17+ 8 22.2
Subtotal 36 100.0
No Response 0 0.0
Total 36 100.0
CSB Name Change
Closest Intersection # %
1. Tittabawassee and Fashion Sq. Blvd. 11 30.6
2. McCarty and Fashion Sq. Blvd. 10 27.8
3. Schust and Fashion Sq. Blvd. 7 19.4
4. Shattuck and Fashion Sq. Blvd. 6 16.7
5. Trautner and Fashion Sq. Blvd. 2 5.6
Subtotal 36 100.0
No Response 0 0.0
Total 36 100.0

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Table 6 – What type of product or service do you provide?
1. Approximately 35% of the respondents provide a financial service, insurance, or
real estate (n=12/34).
CSB Name Change
Product/Services # %
1. Financial, Insurance, Real Estate 12 35.3
2. Healthcare 9 26.5
3. Wholesale 5 14.7
4. Construction 2 5.9
5. Food and Beverage 1 2.9
6. Other 5 14.7
Subtotal 34 100.0
No Response 2 5.6
Total 36 100.0
Table 7 – What is your job title?
1. Approximately 94% of respondents listed their job title (n=34/36).
Table 7a.
CSB Name Change
Job Title # %
1. Response 34 94.4
2. No response 2 5.5
Subtotal 36 100.0
No Response 0 0.0
Total 36 100.0
2. Exactly 50% of those who responded were the Owner or President/CEO of the
business (n=17/34).
Table 7b.
CSB Name Change
Job Title # %
1. Owner 11 32.4
2. President/CEO 6 17.6
3. Manager 9 26.5
4. Staff 8 23.5
Subtotal 34 100.0
No Response 2 5.5
Total 36 100.0

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Table 8 – How many years has your business been located on Fashion Sq. Blvd.
1. Approximately 47% of businesses have been located on Fashion Square
Boulevard for 13 years or more (n=17/36).
2. Only 11% of business have been located on Fashion Square Boulevard for less
than 3 years (n=4/36).
CSB Name Change
Years on Fashion Sq. Blvd. # %
1. Less than 3 years 4 11.2
2. 3-7 years 8 22.2
3. 8-12 years 7 19.4
4. 13-20 years 8 22.2
5. 21-30 years 7 19.4
6. 30+ years 2 5.6
Subtotal 36 100.0
No Response 0 0.0
Total 36 100.0
Table 9 – Are you a graduate of SVSU?
1. Only 22% of the respondents graduated from SVSU (n=8/36).
CSB Name Change
Graduate of SVSU # %
1. Yes 8 22.2
2. No 28 77.8
Subtotal 36 100.0
No Response 0 0.0
Total 36 100.0

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Table 10 – How many of your immediate or extended family members have
graduated from SVSU?
1. Nearly 39% of the respondents have a family member who graduated from
SVSU (n=14/36).
CSB Name Change
Family members graduated from SVSU # %
1. None 22 61.2
2. One 7 19.4
3. Two 4 11.1
4. Three 3 8.3
5. Four 0 0.0
6. Five or more 0 0.0
Subtotal 36 100.0
No Response 0 0.0
Total 36 100.0
Table 11- How many of your immediate or extended family members, including
yourself, have ever been enrolled at SVSU?
1. Approximately 66% of the respondents have had someone in their family enrolled
in SVSU (n=24/36).
CSB Name Change
Family member ever enrolled at SVSU # %
1. None 12 33.3
2. 1-2 17 47.3
3. 3-4 6 16.6
4. 5 or more 1 2.8
Subtotal 36 100.0
No Response 0 0.0
Total 36 100.0

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Table 12 – Rebranding the area around Fashion Sq. Blvd. is a good idea.
1. Only 36% of the respondents agree to some extent that rebranding the area
around Fashion Square Boulevard would be a good idea (n=12/33). Only one
respondent selected “Very Strongly Agree” (n=1/33).
(n=18/33).
CSB Name Change
Rebranding around Fashion Sq. Blvd. # %
1. Very strongly agree 1 3.1
2. Strongly agree 5 15.1
3. Tend to agree 6 18.2
4. Tend to disagree 3 9.1
5. Strongly disagree 7 21.2
6. Very strongly disagree 11 33.3
Subtotal 33 100.0
No Response 0 0.0
No Opinion 3 8.3
Total 36 100.0
Table 13 – Changing Fashion Sq. Blvd.’s name to Cardinal Sq. Blvd. will bring a
fresh perspective to the surrounding community.
1. Only 25% of the respondents “Strongly Agree” or “Tend To Agree” that
changing the name of Fashion Square Boulevard would bring a fresh perspective
to the surrounding community (n=8/33).
2. None of the respondents “Very Strongly Agree” a name change would bring a
fresh perspective to the area (n=0/33).
CSB Name Change
Fresh perspective # %
Subtotal 32 100.0
No Response 0 0.0
No Opinion 4 11.1
Total 36 100.0

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Table 14 – Changing the name from Fashion Sq. Blvd. to Cardinal Sq. Blvd. is a
good idea.
CSB Name Change
Good idea # %
Subtotal 33 100.0
No Response 0 0.0
No Opinion 3 8.3
Total 36 100.0
Table 15 – Extending the current Fashion Sq. Blvd. to Pierce Road is a good idea.
2. 25% of respondents had “No Opinion” toward extending the current Fashion
Square Boulevard to Pierce Road (n=9/36)
CSB Name Change
Extending to Pierce Road # %
Subtotal 27 100.0
No Response 0 0.0
No Opinion 9 25.0
Total 36 100.0

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Table 16 – Extending Fashion Sq. Blvd. to Pierce Road would reduce traffic on
Bay Road.
Fashion Square Boulevard to Pierce Road would reduce traffic on Bay Road
(n=24/29).
CSB Name Change
Reduce traffic on Bay Road # %
Subtotal 29 100.0
No Response 0 0.0
No Opinion 7 19.4
Total 36 100.0
Table 17 - Extending Fashion Sq. Blvd. to Pierce Road will generate economic
growth.
1. Exactly 80% of the respondents at least “Tend to Agree” that extending Fashion
Square Boulevard the Pierce Road would generate economic growth (n=20/25).
2. However, 31% of respondents checked “No Opinion” when asked if extending
Fashion Square Boulevard to Pierce Road would generate economic growth
(n=11/36).
CSB Name Change
Generate economic growth # %
Subtotal 25 100.0
No Response 0 0.0
No Opinion 11 30.6
Total 36 100.0

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Table 18 – Changing the name of Fashion Sq. Blvd. will benefit my business.
1. Exactly 75% of the respondents “Strongly Disagree” or “Very Strongly
Disagree” (n=24/32) and approximately 22% “Tend To Disagree” (n=7/32) that
changing Fashion Square Boulevard would benefit their business.
2. Only one respondent “Tended to Agree” that changing Fashion Square
Boulevard to Cardinal Square Boulevard would benefit their business (n=1/32).
CSB Name Change
Benefit my business # %
Subtotal 32 100.0
No Response 0 0.0
No Opinion 4 11.1
Total 36 100.0
Table 19 – If Fashion Sq. Blvd. is extended to Pierce Road, there should be a bike
and/or walking trail next to the road.
1. Nearly 94% of respondents agreed to some extent that if Fashion Square
CSB Name Change
Bike/walking trail # %
Subtotal 31 100.0
No Response 0 0.0
No Opinion 5 13.9
Total 36 100.0

Page 21 of 35
Table 20 – If the name of Fashion Sq. Blvd. is changed to Cardinal Sq. Blvd, how
many months prior to the name change would your business need to incorporate
those changes?
1. Approximately 40% of the respondents indicated that it would take 3-6 months to
update all necessary documents if Fashion Sq. Blvd. was changed to Cardinal
Square Blvd. (n=13/33).
2. 21% of the businesses surveyed stated that it would take more than a year to
change all documents if Fashion Sq. Blvd. was changed to Cardinal Square Blvd.
(n=7/33).
Table 20a.
CSB Name Change
Months needed for change # %
1. Response 33 91.7
Subtotal 36 100.0
No Response 0 0.0
Total 36 100.0
Table 20b.
CSB Name Change
Months Needed for Change # %
1. 3 Months or less 4 12.1
2. 3-6 Months 13 39.4
3. 6-9 Months 2 6.1
4. 9-12 Months 7 21.2
5. More than a year 7 21.2
Subtotal 33 100.0
No Response 3 8.3
Total 36 100.0

Page 22 of 35
Table 21 – What are your thoughts about changing Fashion Sq. Blvd. to Cardinal
Sq. Blvd.?
1. Approximately 67% of the respondents wrote a comment when asked “What are
your thoughts about changing Fashion Square Boulevard to Cardinal Square
Boulevard?” (n=24/36).
2. Of the businesses that responded, 75% of the comments were against changing
the name from Fashion Sq. Blvd. to Cardinal Sq. Blvd. (n=18/24).
Table 21a.
CSB Name Change
Thoughts about name change # %
1. Response 24 66.7
Subtotal 36 100.0
No Response 0 0.0
Total 36 100.0
Table 21b.
CSB Name Change
Thoughts About Name Change # %
1. Against the name change 18 75.0
2. For the name change 6 25.0
Subtotal 24 100.0
No Response 12 33.3
Total 36 100.0

Page 23 of 35
APPENDIX 1
Cover Letter

Page 24 of 35
APPENDIX 2
Questionnaire
Page 1:
BACKGROUND INFORMATION
1. What is your sex? □ 1. Male □ 2. Female
2. What is your age? □ 1. 18 – 35 □ 2. 36 – 45 □ 3. 46 – 64 □ 4. 65+
3. Please circle ONE number that represents the highest level of education you have
completed:
12 13 14 15 16 17 18 19 20+
Graduated College Graduated Graduate
High School College School
4. Where is your business located? □ 1. South of Tittabawassee □ 2. North of
Tittabawassee
5. Please check the intersection that your business is closest to.
□ 1. Shattuck and Fashion. Sq. Blvd.
□ 2. McCarty and Fashion. Sq. Blvd.
□ 3. Schust and Fashion. Sq. Blvd.
□ 4. Tittabawassee and Fashion. Sq. Blvd.
□ 5. Trautner and Fashion Sq. Blvd.
6. What type of product or service do you provide?
(e.g., legal advice, doctor’s office, dentist office, manufacturer, retail store, wholesaler, etc.)
_______________________________________________________________________
7. What is your job title? ______________________________________________________
8. How many years has your business been located on Fashion Square Blvd.?
□ 1. Less than 3 yrs. □ 2. 3-7 yrs. □ 3. 8-12 yrs. □ 4. 13-20 yrs. □ 5. 21-30 yrs. □ 6.
30+yrs.
9. Are you a graduate of SVSU? □1. Yes □ 2. No
10. How many of your immediate or extended family members have graduated from SVSU?
□ 1. None □ 2. One □ 3. Two □ 4. Three □ 5. Four □ 6. Five or more
11. How many of your immediate or extended family members, including yourself, have ever
been enrolled at SVSU?
□ 1. None □ 2. 1-2 □ 3. 3-4 □ 4. 5 or more
___________
1)____
2)____
3)____
4)____
5)____
6)____
7)____
8)____
9)____
10)____
11)____
OVER

Page 25 of 35
Page 2:

Page 26 of 35
APPENDIX 3
Bounce Back Card

Page 27 of 35
APPENDIX 4
List of Committee Members Provided by Dr. Gene Hamilton (N=15)
1. Saginaw County Road Commission
1) Dennis Borchard, Manager
2) RC Crannell, Board of Commissioners
3) Deb Kestner, Board of Commissioners
4) Joe Wisniewski, Manager of Engineering
2. Saginaw Township
1) Tim Braun, Supervisor
2) Ben Gombar, Planning Commission
3) Rob Grose, Manager
4) Shieley Wazny, Clerk
3. Kochville Township
1) Dave Abbs
2) Steve King, Manager
3) Joel Kiss, Planning Commission
4) Jim Loicano, Supervisor
5) Vern Weber
4. Saginaw Valley State University
1) Gene Hamilton, President’s Office
2) Linda Sims, President’s Office

Page 28 of 35
APPENDIX 5
Responses to Question 7 (N=36)
“What is your job title?”
1. DCI #1 – Administration Manager
2. DCI #2 – President
3. DCI #3 – CEO
4. DCI #4 – Owner
5. DCI #5 – Nurse Manager
6. DCI #6 – President
7. DCI #7 – Marketing Manager
8. DCI #8 – N/G
9. DCI #9 – Owner
10.DCI #10 – Agent/Owner
11.DCI #11 – Cosmetologist/Owner
12.DCI #12 – Physical Therapist
13.DCI #13 – N/G
14.DCI #14 – Owner
17.DCI #17 – Corporate Secretary
18.DCI #18 – Program Coordinator
19.DCI #19 – Marketing Center Administration
20.DCI #20 – Manager
21.DCI #21 – Owner DDS
23.DCI #23 – Manger
26.DCI #26 – President and Managing Partner
27.DCI #27 – Oral Surgeon
28.DCI #28 – President
30.DCI #30 – President
31.DCI #31 – Associate Broker
32.DCI #32 – MD
33.DCI #33 – Financial Planner
34.DCI #34 – Personal Director
35.DCI #35 – Manger
36.DCI #36 – Client Service Coordinator

Page 29 of 35
APPENDIX 6
“If the name of Fashion Sq. Blvd. is changed to Cardinal Sq. Blvd, how many
months prior to the name change would your business need to incorporate those
changes?”
1. DCI #1 – 6 Months
4. DCI #4 – Years
8. DCI #8 – 3+ Months
9. DCI #9 – 4 Years
10.DCI #10 – 4-6 Months
11.DCI #11 – 24 Months
12.DCI #12 – Too Many Months
13.DCI #13 – N/G
19.DCI #19 – At least 12 Months
20.DCI #20 – N/G
28.DCI #28 – 6-12 Months
31.DCI #31 – N/A

Page 30 of 35
APPENDIX 7
“What are your thoughts about changing Fashion Square Blvd. to Cardinal
Square Blvd.?” *
*Over 50% of the responses were from a CEO, Owner, or President of the business (n=14/24)
1. DCI #1 – Administration Manager: “It would be costly to our business.
Changing all envelopes stationary, etc. informing thousands of clients would cost
a lot for postage. Our time and energy to change our address with all our
vendors, etc. is unproductive to our business.”
2. DCI #3 – CEO: “This would be extremely inconvenient and costly. Business
spend years “branding” to grow and expand. A major part of branding is
associating with the geographic area and tying in street names and landmarks. A
change of this nature would force a business to spend a considerable amount of
time and money to repeat a costly process integral to the establishment of
business and neat and negatively effect location based assimilation used to draw
customers based on proximity. Businesses on FSB have tied themselves to the
shopping district and paid greatly to be on FSB which conveys the goodwill of
Fashion Square Mall.”
3. DCI #4 – Owner: “At the expense of small business, the cost would be an issue.
Especially since a new sign is required with new features this year.”
4. DCI #5 – Nurse Manager: “Our surgery center would have to change multiple
documents and cost our business money.”
5. DCI #9 – Owner: “No. Are you kidding me? Each one of my business would have
to change all paperwork, business license/tax ID, and business
cards/checks/letterheads/websites, etc.”
6. DCI #10 – Agent/Owner: “I think it would be good to embrace SVSU’s positive
presence within our community region (GLBR) as a whole. My only concern
would be the confusion as to where Cardinal Square is for the public. Many might
think that it’s where the plaza is now (where TDubbs was). I think overtime
though and a good marketing plan, the word would spread and people will know.
I’d be for the change.”
7. DCI #11 – Cosmetologist/Owner: “It will be a hassle to the businesses who are
established on Fashion Square, and I believe that simply changing a road name
will not generate economic growth.”

Page 31 of 35
8. DCI #12 – Physical Therapist: “Changing the street name would be a big hassle
with Google Maps, Yelp, and all my listing.”
9. DCI #14 – Owner: “When a road name is in change for no reason companies like
us have websites, invoices, statements, advertising, and/or suppliers + any older
GPS that our suppliers have would not work. A change like this would cost us
several thousand dollars. Keep the Cardinal name in Kochville.”
10.DCI #15 – Owner: “Would be very difficult for my business. Would have to
change with all insurance companies. We bill too.”
11.DCI #18 – Program Coordinator: “It is way too expensive for business to redo
all advertising, business cards, billboards, webpages, etc. The township is
definitely not thinking of their existing business owners.”
12.DCI #19 – Marketing Center Administration: “I think it would be a good
change, problematic would be the cost of buying new business cards, checks,
letterhead, anything with an address.”
13.DCI #20 – Manager: “I would be for it.”
14.DCI #21 – Owner DDS: “Go for it. SVSU is the BEST thing in our area.”
15.DCI #22 – Owner: “Do not change name of road.”
16.DCI #23 – Manager: “It would be a very expensive change for our group.”
17.DCI #26 – President and Managing Partner: “I think it is a good idea. We need
to continue to build the ‘Cardinal Square Brand.’ Thanks for allowing me to
participate in your survey!”
18.DCI #27 – Oral Surgeon: “Terrible idea- we would be faced with changing
advertising, paperwork, (letterhead), official documents, billing, national
memberships, etc.”
19.DCI #28 – President: “Leave well enough alone.”
20.DCI #30 – President: “No strong opinion either way. Bit of a hassle to update all
our materials.”
21.DCI #31 – Associate Broker: “I believe this would be an unnecessary change
and symbol and cause existing businesses an undo expense in letterhead,
stationary, business cards, and symbol all forms of marketing material.”
22.DCI #33 – Financial Planner: “Bad idea.”

Page 32 of 35
23.DCI #34 – Personal Director: “I generally feel it is a good idea. However there is
a cost to companies such as business cards, letterhead, websites, vehicle
signage, etc. That would make this plan meet with resistance.”
24.DCI #35 – Manager: “I feel as though there is no reason to change something
that hasn’t had any issues. If it’s not broken, why fix it?”

Page 33 of 35
APPENDIX 8
List of Items Businesses Need Changed* (N=21)
*In no particular order
1. Advertising (n=3)
2. Business cards (n=3)
3. Letterheads (n=3)
4. Website (n=3)
5. Addresses with vendors (n=2)
6. Checks (n=2)
7. Paperwork (n=2)
8. Billboards
9. Billing
10.Business license
11.Envelopes
12.Google maps
13.Invoices
14.Listings
15.National memberships
16.New sign
17.Official documents
18.Statements
19.Stationary
20.Tax ID
21.Yelp

Page 34 of 35
APPENDIX 9
Changes from Willow Tree Meeting (N=11)
Changes suggested by the Cardinal Square Name Change Committee members on
Monday, November 2, 2015 from noon to 1:30pm at the Willow Tree Restaurant.
1. The survey will be sent to each owners or the business located on Fashion
Square Blvd.
2. We will put a date in the cover letter when we want the surveys to be returned.
3. We will add the following words to the sentence in the 2nd paragraph of the cover
letter: “….about changing ‘the name of’……”
4. At the end of the sentence in the third paragraph (i.e., “Your response….” We will
add the following sentence: “If you want to receive the results of our research,
please fill out and return the pink bounce back card.”
5. We will include a map of the Cardinal Square Area at the bottom of the cover
letter.
6. As of now, we will expect to send the survey out around the middle of February
2016.
7. We will hopefully get a story about the survey published in the Saginaw News, on
MLive.com, and in the SVSU Valley Vanguard.
8. The names and addresses for the businesses south of Tittabawassee will be
given to Dr. Clark by Rob Grose as soon as possible.
9. On the questionnaire, Q. #8 will be changed to: “How many years had your
business been located on Fashion Square Blvd.?” 1. Less than 3 years 2. 3-7
years 3. 8-12 years 4. 13-20 years 5. 21-30 years 6. 31+ years
10.We will correct on questionnaire the response format for the education question.
11.On the questionnaire, we will correct the typos and spacing on Q. #5.

Page 35 of 35
APPENDIX 10
List of Respondents Who Returned a Bounce Back Card (N=20)
Name Email Address
1. Vern Weber vern.weber@standardelectriceo.com
2. Fred Fassezke fred@fassezkeglass.com
3. MaryBeth ndavid85@aol.com
4. Best Recovery Services Russ@bestrecoveryservices.com
5. Saginaw Valley Endoscopy Center ktafoya@saginawvalleyendoscopy.net
6. Lisa lklein@medspecbilling.com
7. Linoa E. Lagalo D-llagalo@charter.net
8. Matt Moreno mmoreno@fbinsmi.com
9. Roger Thornton rthornton@hammerrestoration.com
10. Todd Arner riotodd@sbcglobal.net
11. Robert Sonntag, DDS sonntagbob@gmail.com
12. Scott Spuoull paf8295@ppg.com
13. Phillp J. King autopro@um.att.com
14. Lyle G. Davis Jr. lyledavis@dm1-management.com
15. Heidi Chasnis heidichasnis@gmail.com
16. D. Russell dlrussellmd@gmail.com
17. Wendy Graham wendy@grahamconstruction.net
18. Douglas Earhart dearhart@metlife.com
19. Craig W. Horn hrwickes@att.net
20. Katie Powell klpowell@svsu.edu

CSB Report 4.13.16 HAB

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CSB Report 4.13.16 HAB