Study aims to gauge how we feel about shopping, public safety and other big issues.
The city of Santa Clarita has wrapped up their latest public opinion poll, the first such study since 2006 to be conducted.
Meyer Marketing Intelligence, Inc. ran the study, which contacted 408 local residents by phone and asked a series of predetermined questions. The survey was only opened to those who lived within the City limits, and therefore excluded Castaic, Stevenson Ranch, Westridge and Tesoro residents.
The questions delved into resident satisfaction with City services, contracts, projects, and the local availability of jobs. Local shopping opportunities were also gauged.
The 114-page survey report indicated generally high marks for the City in terms of satisfaction. Public safety, graffiti removal and the availability of public parks all scored high on the satisfaction charts, with roughly 70 percent or more of those surveyed claiming to be at least somewhat satisfied.
On the lower end of the satisfaction chart was the availability of nighttime entertainment and traffic congestion. More residents reported dissatisfaction with traffic on our local roadways than did in 2006.
One of the new questions to the 2010 study asked residents how often they shop outside of the City. 54 percent reported that they do not shop outside of the City limits. Of those who do venture beyond our borders, they offered several reasons why, including a better selection of stores, proximity to their workplace, or convenience. When asked what new stores or restaurants residents would like to see come into Santa Clarita, 18 percent chose Cheesecake Factory, 13 percent chose Nordstrom’s and 6 percent said that they would like to see a high end steakhouse.
A big aspect of local shopping is centered with the auto dealerships. According to the study, 53 percent of those surveyed indicated that their most recent vehicle purchase or lease was done locally. Of those who did not buy locally, nearly half said they were coerced out of the Valley after comparison shopping, or finding better deals elsewhere. 30 percent claimed that the brand they were looking for was not available in Santa Clarita.
Local jobs continued to be an area of concern for those surveyed. Over half of the employed residents surveyed worked outside of City limits. 35 percent of those indicated they would switch to a comparable job within the City, even if it meant taking a 10 percent pay cut.
Overall, the percentage of Santa Clarita residents working elsewhere remains the same when compared to the 2006 study, and is still lower than the trend’s peak in 2001 (58 percent).
The Public Opinion Survey covered a wide range of additional questions in detail. The full study can be read by clicking here.