June 05, 2017 Page 1 of 25 Lucan Biddulph Report Middlesex County Resident Life Survey™

Prepared by Steven Pearce May 15th, 2017

“Thanks for asking about what the community wants as Lucan- Biddulph grows” -- Lucan Biddulph Resident June 05, 2017 Page 2 of 25 Presentation Roadmap

I. Introduction II. Survey Design III. Results ▶ Demographics ▶ Attraction, Satisfaction, and Deterring Factors ▶ Additional Feedback IV. Main Findings V. Questions June 05, 2017 Page 3 of 25 I. Introduction - Update

▶ Survey closed January 31 with 1,148 responses County-wide ▶ Municipal Reports ▶ Contain data from just one municipality ▶ Have been distributed to all municipal offices for dissemination ▶ County Report ▶ Contains data from all municipalities ▶ Makes comparisons between proximal and peripheral municipalities ▶ Presentation to County Council May 23, 2017 and available to all local municipalities June 05, 2017 Page 4 of 25 I. Introduction – Survey Context

▶ Dynamic and diverse population of 71,511 in Middlesex County (Statistics , 2016)

▶ 2011 to 2016 saw 1.1% in population growth County-wide with growth taking place in those municipalities closest to London ▶ Many municipal differences (e.g., demographics and economics) ▶ Also big differences in the needs and beliefs of residents based on where they live in the County ▶ Future developments must consider all unique aspects of each municipality to accommodate and attract an increasing population ▶ The needs and beliefs are especially important for resident accommodation, attraction, and retention June 05, 2017 Page 5 of 25 II. Survey Design – Primary Objective

Learn more about residents in each municipality by finding out: 1. What attracted residents to live in Middlesex County? (Attraction factors) 2. Why do residents continue to live in Middlesex County? (Satisfaction factors) 3. What would cause current residents to relocate outside of Middlesex County? (Deterring factors) June 05, 2017 Page 6 of 25 II. Survey Design - Question Overview

▶ Reliability maximized with numerous proven methods (Dillman, Smyth, & Christian, 2014a) ▶ 18 questions ▶ Designed in partnership between Department of Economic Development, Middlesex County; and survey design students under direction of their psychology professor, Donald Saklofske PhD June 05, 2017 Page 7 of 25

II. Survey Design - Distribution and Response Rate

▶ After testing, survey distributed online via multiple means ▶ E.g., by municipal representatives, community organizations, social media, and in-person ▶ Residents only allowed to complete survey once ▶ Response rate: 1.6% of all Middlesex County residents responded to survey ▶ Response rate in Lucan Biddulph: 1.7% of all residents June 05, 2017 Page 8 of 25

II. Survey Design - Responses per Municipality

Adelaide Metcalfe 44 North Middlesex 83

Lucan Biddulph 80 Southwest Middlesex 130

Middlesex Centre 328 Strathroy-Caradoc 275

Newbury Village 6 202 June 05, 2017 Page 9 of 25

II. Survey Design - Limitations

▶ Two Limitations 1. Representativeness: reflects how closely respondents to the survey match the whole population of Lucan Biddulph 2. Confidence level and margin of error: Serve as a guide ▶ Lucan Biddulph: ▶ Confidence Level of 90%, and Margin of Error of 9.1% ▶ Interpretation: E.g., 28% of residents indicated that they were in part attracted to Lucan Biddulph by its clean environment. Therefore, 90% likelihood that the actual percentage is approximately between 19 and 37% for all of Lucan Biddulph1

1This is the practical interpretation of CI’s, and it is different than the technical definition in statistics June 05, 2017 Page 10 of 25

III. Results – Overview

1. Demographics 2. Attraction Factors 3. Satisfaction Factors 4. Deterrence Factors 5. Additional Feedback June 05, 2017 Page 11 of 25 1. Demographics - Age and Gender

Gender ▶ From Statistics Canada, the gender distribution of Lucan Biddulph was 50% female and 50% male in 2011

▶ Respondents to the survey from the municipality were 70% female and 28% male, with 2% of residents preferring not to specify their gender June 05, 2017 Page 12 of 25 1. Demographics – Type and Duration of Residence

in LB 100% Lucan Biddulph Proximal (SC-MC-TC-LB) 76% 80% Peripheral (AM-NB-SWM-NM)

60%

40% 19% RESIDENTS (%) RESIDENTS 20% 5% 0% DURATION OF RESIDENCE Detached Farm** Other ▶ A small majority of residents have been house** living in the municipality for at least 16 years TYPE OF RESIDENCE

▶ Of all Lucan Biddulph residents, 76% defined their type of residence as a detached house, whereas 19% defined theirs as a farm ▶ Characteristics of respondents were diverse and consistent with the whole population June 05, 2017 Page 13 of 25

1. Demographics – Previous Residency

2.5% ▶ London – 35.0% 3.8% ▶ Elsewhere in – 27.5% 0% ▶ Outside of Ontario – 5.0% 1.3%

2.5% 0%

▶ Most residents lived in London (35% of residents) or elsewhere in Ontario (27.5%) before moving to Lucan Biddulph June 05, 2017 Page 14 of 25 2. Attraction Factors

100% 80% 56% 60% 46% 43% 40% 28% 28% 24% 23% 22% 20% 15% 14% 20% 8% 6% 1%

0% RESIDENTS (%) RESIDENTS

ATTRACTION FACTORS

▶ A majority of residents came to Lucan Biddulph in part because it is a good place to raise children ▶ No significant differences across municipalities for attraction factors June 05, 2017 Page 15 of 25 3. Satisfaction Factors 5

▶ Residents showed high 3.9 4 3.7 3.6 levels of satisfaction with the 3.6 3.6 3.5 3.4 3.3 housing and environment in LB 3.1 3.1 3.0 2.9 3 2.9 ▶ Lucan Biddulph residents also reported their satisfaction 2 with health care access, education, community events, AVG. SATISFACTION SCORE SATISFACTION AVG. 1 roads, and residential growth was positive ▶ Similar to the rest of the Proximal Group (SC, TC, MC, and LB), satisfaction in Lucan Biddulph with residential growth and education were SATISFACTION FACTORS higher than those in the Scale: 1 = “Very unsatisfied”; 3 = “Neither satisfied nor Peripheral Group unsatisfied”; 5 = “Very satisfied” June 05, 2017 Page 16 of 25 3. Satisfaction Factors – Reasons for Travelling Outside LB

▶ Residents from Lucan Biddulph mainly travelled 95% 100% 88% outside of the municipality for 80% shopping (95% of residents) and 62% 62% entertainment (88%) 60% 40% 40% 22%

RESIDENTS (%) RESIDENTS 20% 5% 0%

REASONS FOR TRAVELLING June 05, 2017 Page 17 of 25 3. Satisfaction Factors – Resident Engagement ▶ 5 Residents of LB indicated they were somewhat 4 3.2 engaged in community 3 2.6 2.6 events 2 1.8 ▶ Engagement and 1 satisfaction levels with AVG. ENGAGEMENT AVG. sports and recreation, and local politics were reported as low in LB ▶ Increasing engagement levels in LB for any factor ASPECTS OF ENGAGEMENT may also increase the level Scale: 1 = “Not at all engaged”; 3 = “Somewhat of satisfaction for that engaged”; 5 = “Very engaged” factor June 05, 2017 Page 18 of 25 4. Deterring Factors – Desire for Development

5 4.1 4.1 4 3.9 3.5 3.4 3.4 3

2

1 AVG. SCORE SCORE DESIRE OF AVG. Jobs Small Community Large Franchises Residents businesses events businesses ASPECTS OF LIFE Scale: 1 = “A lot less”; 3 = “Neither more nor less”; 5 = “A lot more” ▶ Future resident satisfaction and possibly retention levels depend on the agreement between these preferences, and LB’s development ▶ Over the next 5 years, Lucan Biddulph residents expressed a clear interest in seeing more jobs, small businesses, and community events June 05, 2017 Page 19 of 25 4. Deterring Factors – Reasons for Relocation

100% ▶ These reasons are directly 80% related to the needs of 60% 56% residents for living in Lucan 45% 41% 40% 30% Biddulph 23% 22% 19% 20% 16% ▶ Reveal the most RESIDENTS(%) 0% important areas to focus on to retain residents ▶ A large percentage of residents in Lucan Biddulph would consider relocation if there is lack of access to basic services, and/or if the crime rate increases DETERRING FACTORS June 05, 2017 Page 20 of 25 5. Additional Feedback – Descriptions of Lucan Biddulph

▶ Question: “Please use three words to describe your municipality.” ▶ The top 3 words for LB include “safe,” “clean,” and “growing.” ▶ Reflects the culture and identity of Lucan Biddulph

Font size of the words illustrates how frequently they were used June 05, 2017 Page 21 of 25 5. Additional Feedback – Open Dialogue

▶ Over 25 residents provided additional comments on Lucan Biddulph ▶ Responses were sorted into one of the following themes: ▶ New development: Respondents expressing they want to see more small businesses and residential growth ▶ Recreation: Comments indicating an interest in more recreational opportunities in their communities ▶ Roads and transportation: Suggestions for improving roads and transportation ▶ Being happy: Remarks from residents that are happy with living in Lucan Biddulph June 05, 2017 Page 22 of 25 IV. Main Findings2 – Lucan Biddulph Report

1. The results can be confidently extended to the whole population of the municipality with a 90% confidence level and margin of error of 9.1%. 2. Residents are attracted to a variety of Lucan Biddulph’s features. They are most attracted to the municipality because they view it as a positive place to raise children, and it is close their family and/or friends. 3. Residents are generally satisfied with various aspects of the municipality, although some aspects, such as employment opportunities, may be improved. 4. Many residents travel outside of LB for multiple reasons, especially for shopping and entertainment. Development efforts of the municipality could try to address these travel habits as a means to expanding the local economy and providing more convenience to residents. 5. Residents made it clear that they want to see more jobs, small businesses, and community events in LB over the next 5 years. They also showed a preference for having the total number of residents and franchises remain relatively the same. 6. Resident retention efforts in the municipality should likely be focused on the retention and growth of basic services, and ensuring the crime rate and any other compelling deterrence factor does not rise exponentially. 7. Residents most strongly associate the culture and identity of Lucan Biddulph with the words “safe,” “clean,” and “growing.” 2See “Lucan Biddulph Report – Resident Life Survey Reports” for more findings June 05, 2017 Page 23 of 25 IV. Main Findings3 – County-wide Report

1. The results can be confidently extended to the whole population of the County with a low margin of error of 2.4% at a 90% confidence level. 2. Relative to the Proximal Group of municipalities (SC, TC, MC, LB), a significantly higher percentage of residents from the Peripheral Group reported living on a farm, living in their municipality for more than twenty years, always having lived in their municipality, and moving to their municipality from another one in Middlesex County. 3. The group of residents located further away from London reported lower levels of satisfaction for education, health care access, and residential growth. 4. The Peripheral Group of residents reported greater involvement in local volunteering than those residents located closer to the City of London. 5. Residents made it clear that they want to see more jobs, small businesses, and community events across Middlesex County. While the Proximal Group of residents showed a preference for having the total number of residents and large businesses remain relatively the same, the Peripheral Group wishes to see more of both. 6. Relative to the Proximal municipalities, residents from the Peripheral Group of municipalities conveyed significantly greater concerns with access to basic services, health care access, employment, and education.

3See “Middlesex County – Resident Life Survey Reports” for more findings June 05, 2017 Page 24 of 25 V. Questions? June 05, 2017 Page 25 of 25 References

Statistics Canada. (2016). Census Profile. Retrieved from: https://www12.statcan.gc.ca/census-recensement/2016/dp- pd/prof/details/page.cfm?Lang=E&Geo1=CSD&Code1=3539033&Geo2=CD&Code2=3539&Dat a=Count&SearchText=middlesex&SearchType=Begins&SearchPR=01&B1=All&TABID=1 (March 2017) Dillman, D. A., Smyth, J.D., & Christian, L.M. (2014a). Internet, phone, mail, and mixed- mode surveys: The tailored design method. (4th ed.) Canada: John Wiley & Sons, Inc. Statistics Canada. (2011). Census Profile. Retrieved from: https://www12.statcan.gc.ca/census-recensement/2011/dp- pd/prof/details/page.cfm?Lang=E&Geo1=CD&Code1=3539&Geo2=CSD&Code2=3539015&Dat a=Count&SearchText=strathroy&SearchType=Begins&SearchPR=01&B1=All&Custom=&TABID =1 (March 2017)