WATCH muskegon Perceptions Research Presentation to the WATCH muskegon Committee
Watch Muskegon In 2015, a group of community partners from Muskegon County rallied together to launch Watch Muskegon a three-year campaign to improve the overall image of the Muskegon area share the positive changes that have already taken place and educate key audiences on Muskegon s assets. This research study at the mid-point of the campaign is meant to assess what s worked and where there are still opportunities. 2
Logistics and Sample Characteristics A total of 1,221 respondents completed an online survey in March, 2017. The panel distribution is generally representative of West Michigan. Data Sources The survey was promoted by a number of community partners in Muskegon County through email, web postings, social media, etc. Avenue ISR also partnered with a major national online research panel to recruit a random crosssection of residents of West Michigan Source N % Community Partners 827 67.7% Online Research Panel 394 32.3% Total 1,221 100.0% Sample Characteristics GEOGRAPHIC REPRESENTATION Muskegon Comm. Partners West Michigan Panel Muskegon County 82% 19% Kent County 4% 50% Ottawa County 7% 26% Newaygo County 1% 3% Oceana County 1% 3% Other County in MI 3% 0% Other State 3% 0% GENDER Female 68% 65% Male 32% 34% AGE Under 35 20% 21% 35-44 20% 15% 45-54 26% 15% 55-64 24% 22% 65+ 10% 27% 3
Based on these results, most of those who work in the Muskegon area also live in Muskegon County. Only about 9% are commuting in for work These are from Ottawa County (6%), Kent County (2%) and Other Locations (1%) Questions: Where do you live? AND Where do you work? Respondents Who Work in the Muskegon Area Where do they Live? % City of Muskegon 26% Norton Shores 21% Muskegon Township 9% North Muskegon 7% Ottawa County 6% Fruitport/Fruitport Twp 6% Laketon Twp 6% Roosevelt Park 4% Whitehall/Montague 4% Kent County 2% Elsewhere in Muskegon County 8% All Others 1% 4
Awareness of the Watch Muskegon campaign is high. 95% of Muskegon residents and 38% of respondents from throughout West Michigan recall seeing or hearing messages related to this campaign Question: Following are two images from a communications campaign called Watch Muskegon. Have you seen or heard any messages related to this campaign? Muskegon County 96.0% 95% Oceana County 67.0% Yes 38% Muskegon Community West Michigan Ottawa County Newaygo County 54.0% 47.0% Kent County 33.0% Overall 0% 20% 40% 60% 80% 100% 0% 20% 40% 60% 80% 100% 5
A somewhat different mix of media are used by members of the Muskegon community relative to West Michigan overall. Overall, the most memorable placements of the Watch Muskegon campaign have been billboards, Facebook and Mlive Question: Which of the follow sources of information do you use for news and information of any kind? (select all that apply) Mlive/Muskegon Chronicle Positively Muskegon CNN.com (online news) Foxnews.com (online news) Grand Rapids Press Facebook Mlive WZZM13 WOOD-TV9 FOX18 ABC Musekgon Local YouTube NBC Yahoo News 2% Use Overall 15% 37% 35% 34% 41% 33% 25% 26% 7% 23% 25% 20% 15% 20% 25% 17% 20% 11% 20% 7% 43% 87% 68% 74% 49% 65% 54% 48% 60% Muskegon Community West Michigan 0% 20% 40% 60% 80% 100% Question: Where would you say you have seen or heard any messages related to this campaign? Saw/Heard Watch Muskegon Message(s) Billboard Facebook Mlive WZZM13 Mlive/Muskegon Chronicle Positively Muskegon WOOD-TV9 FOX18 ABC Musekgon Local YouTube CNN.com (online news) NBC Foxnews.com (online news) Yahoo News Grand Rapids Press 90% 70% 68% 23% 43% 18% 24% 16% 31% 11% 29% 2% 6% 8% 5% 5% 2% 2% 11% Muskegon 3% Community 2% 4% 0% 0% West Michigan 0% 2% 0% 2% 0% 1% 1% 10% 0% 20% 40% 60% 80% 100% 6
Compared to results collected in 2014 as part of the Muskegon Lake Perceptions Research, West Michigan residents have an improved view of Muskegon. In most categories, the view of the Muskegon area has improved significantly There has been a big jump in the view of Muskegon as a place to live, raise a family and start or own a business Question: Would you agree or disagree with the following statements about the Muskegon area? 2014 Question: To what extent do you agree with the following statements about Muskegon Lake and the Muskegon Lake area? Strongly Agree or Somewhat Agree Combined Good lakes for boating 89% 100% Good lakes for sailing 76% 86% Good lakes for swimming 53% 84% Good lakes for catching fish 71% 80% Good place for fish and wildlife to live and grow 50% 74% Good place to visit for a festival or event 72% 85% Good lakes for eating fish 42% 71% Good place to visit for a vacation 62% 76% Good place to live Good place to raise a family Good place to start or own a business 8% 25% 29% 34% 46% 41% West Michigan - 2017 2014 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 7
Compared to results collected in 2014 as part of the Muskegon Lake Perceptions Research, Muskegon area residents also have an improved view of Muskegon. In most categories, the view of the Muskegon area has remained strong and improved Good place to raise a family has grown by four points Question: Would you agree or disagree with the following statements about the Muskegon area? 2014 Question: To what extent do you agree with the following statements about Muskegon Lake and the Muskegon Lake area? Strongly Agree or Somewhat Agree Combined Good lakes for boating 98% 92% Good lakes for swimming 42% 94% Good lakes for sailing 92% 92% Good lakes for catching fish 79% 90% Good place to visit for a festival or event 87% 87% Good place for fish and wildlife to live and grow 75% 86% Good place to visit for a vacation 76% 84% Good place to live Good lakes for eating fish Good place to raise a family 47% 81% 81% 80% 78% 74% Muskegon Community - 2017 2014 Good place to start or own a business 55% 54% 0% 20% 40% 60% 80% 100% 8
In terms of the goals of the campaign to emphasize Muskegon as a place to live, work and play good place to play has made the most progress. Question: Would you agree or disagree with the following statements about the Muskegon area? Strongly Agree or Somewhat Agree Combined Good place to play 62% Good place to live 46% Good place to work 39% Good options for eating out Good place to visit for a vacation 62% 62% Good shopping Good place for live entertainment Good place for art and culture Good place to raise a family 46% 45% 41% 41% West Michigan Good place to start or own a business Good place to get an education Good place for public safety 29% 34% 33% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 9
Although ratings of the Muskegon area are higher than for the West Michigan panel, a similar rank order of high level attributes persist. Question: Would you agree or disagree with the following statements about the Muskegon area? Strongly Agree or Somewhat Agree Combined Good place to play Good place to live 81% 87% Good place to work 68% Good place to visit for a vacation Good options for eating out Good place to raise a family 80% 78% 84% Good place for art and culture 70% Good place to get an education Good place for live entertainment Good place for public safety Good place to start or own a business Good shopping 61% 59% 57% 55% 52% Muskegon Community 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 10
In the eyes of West Michigan residents, the Muskegon area has improved in a number of categories in the past 10 years. Options for eating out, availability of attractive festivals/events and overall qualities as a vacation destination have all improved in their eyes Question: Compared to 10 years ago, do you feel that these conditions have improved, worsened or stayed the same? % Who Indicated this Attribute has Improved in the Past 10 Years Options for eating out 48% Lakes for catching fish 30% Place to visit for a festival or event 42% Lakes for eating fish 28% Place to visit for a vacation 38% Lakes for sailing 27% Place for shopping Place for art and culture Place for live entertainment Lakes for boating 36% 34% 34% 32% West Michigan Place for fish and wildlife to live and grow:compared Place to work Place to live 27% 25% 23% Lakes for swimming 31% Place to get an education 22% West Michigan Place to play 31% Place to raise a family 21% Place to start or own a business 30% Good place for public safety 19% 0% 20% 40% 60% 80% 0% 20% 40% 60% 80% 11
Muskegon has made great gains over the past 10 years in the eyes of residents as a great place to live and play Across a broad set of indicators, these Muskegon residents appear to believe that Muskegon is moving in the right direction Question: Compared to 10 years ago, do you feel that these conditions have improved, worsened or stayed the same? % Who Indicated this Attribute has Improved in the Past 10 Years Options for eating out 67% Place to work 36% Place to visit for a vacation 60% Place for fish and wildlife to live and grow 36% Place to play 50% Place to raise a family 36% Place for art and culture 49% Lakes for eating fish 34% Place to live Place to visit for a festival or event Place to start or own a business Place for shopping Place for live entertainment 44% 44% 40% 40% 48% Muskegon Community Lakes for boating Place to get an education Lakes for catching fish Lakes for sailing 33% 33% 32% 26% Muskegon Community Lakes for swimming 38% Good place for public safety 25% 0% 20% 40% 60% 80% 0% 20% 40% 60% 80% 12
Many associate Muskegon with its beautiful beaches, parks and recreation opportunities. Additionally, there are many who see potential and growth. Question: If you were describing the Muskegon area to someone who was unfamiliar with the region, what words or short phrases would you use to describe or compare? 13
Muskegon is well know by all for it s natural landscapes, recreational opportunities and lively festivals. The most positive comments about the area tend to focus on things related to the lakeshore and recreation Question: If you were describing the Muskegon area to someone who was unfamiliar with the region, what words or short phrases would you use to describe or compare? Wonderful lakes, parks and trails o o Picturesque Michigan shoreline. Great rivers and inland lakes. A great place to have fun on trails. Muskegon's beauty is the best kept secret in the world. (unfortunately). A place with lots to do o o Rebuilding o o o o Good museums worth visiting, nearby state parks, good restaurants. Something for everyone. It is a nice place to visit with plenty of things to do. They have a great amusement park, nice beaches and festivals. Muskegon has been quietly reinventing itself and provides opportunities to engage in all types of activities. Lakeshore area is a natural wonderland, rich history, undergoing a slow but steady renewal I have not been there in a while but what I understand they are improving in cleanliness and activities. Beautiful, on the lake, revitalization has a bad reputation but many are working to change that. 14
Despite its improving image, Muskegon has yet to overtake Grand Haven and Holland in the eyes of West Michigan as a place to live, work and play. Question: Which of the following Michigan cities best matches the following descriptions? Muskegon Compared to Grand Haven, Holland, Pentwater, South Haven and Saugatuck (6 Towns and Cities) West Michigan Muskegon Rank 1 st Position Place to visit for a vacation 3rd Grand Haven Place for live entertainment 2nd Grand Haven Options for eating out 3rd Holland Shopping 3rd Holland Visit for a festival or event 3rd Grand Haven Place to live 3rd Grand Haven Place to raise a family 3rd Grand Haven Place to work 3rd Holland Place to start or own a business 3rd Holland Muskegon Community Muskegon Rank Place to visit for a vacation 1st - Place for live entertainment 1st - Options for eating out 1st - 1 st Position Shopping 2nd Holland Visit for a festival or event 1st - Place to live 1st - Place to raise a family 2nd Grand Haven Place to work 1st - Place to start or own a business 1st - 15
Some of Muskegon's points of difference relative to nearby communities are its culture, diversity, beaches, parks and festivals. Question: Compared to these other communities Grand Haven, Holland, Pentwater, South Haven, Saugatuck, and Traverse City what do you think is different or unique about Muskegon? 16
Though seen as having more cultural and natural riches, the Muskegon area still has to contend with an image of higher crime and urban challenges. While Muskegon is making great strides in their efforts to overcome past stigma, some still remains today. Question: Compared to these other communities Grand Haven, Holland, Pentwater, South Haven, Saugatuck, and Traverse City what do you think is different or unique about Muskegon? Cultural diversity and history Better beaches, festivals and events Crime and poverty 17
Key Takeaways 1. Overall, the Watch Muskegon campaign has been effective at being noticed and helping to positively influence the image of Muskegon, both locally and throughout West Michigan. 2. Overall, residents of Muskegon County and the surrounding counties are more likely to see Muskegon as a place to work, live and play, compared to 2014 (before the campaign began). 3. West Michiganders are more likely to see the Muskegon area as a place to vacation or play rather than as a place to live or work, partially because of concerns about safety and urban challenges. 4. Muskegon County s greatest points of difference appear to be its natural amenities (beaches, parks, lakes), as well as cultural amenities and diversity. 5. Though it can sometimes be difficult for people to recall where they saw or heard specific messages, it is clear that billboards, Facebook and Mlive have had widespread influence. 6. Though there may be some opportunities to refine messaging and media placement, it seems clear that the Watch Muskegon campaign has the potential to continue to shift opinions and generate enhanced visits, economic activity and community momentum. 18