Klickitat County Solid Waste 2003-13 Fair Survey Report Introduction The surveys were conducted over a period of four days during the county fair. Four different surveys were given, each on a different day, with subjects covering Public Outreach, Organics, Recycling and Household hazardous Waste. The purpose of the survey was to measure county residents’ knowledge and awareness of county solid waste programs and activities. 2013 marks the eleventh year we have conducted these surveys. In an effort to motivate people to fill out a survey we gave them a coupon which could be redeemed for $1.00 toward the purchase of a food or beverage item at one of the participating local vendor booths during the county fair. Most of the vendors are non-profit groups like the senior class of a local high school or a local chapter of Kiwanis. Anyone of any age, a resident of the county or just a visitor from out of state attending the county fair can take the survey and receive a coupon. Information collected on the survey for age and the “town closest to their home” allow us to filter the results later. Below is the unfiltered response for one day of the survey. As you can see it is heavily weighted toward the younger population. 10 or 11 to 19 to Less 18 49 50 + 2003 13.8% 39.8% 17.1% 29.3% 2004 19.1% 36.8% 22.1% 22.1% 2005 30.5% 52.6% 13.7% 3.2% 2006 28.0% 38.7% 16.0% 17.3% 2007 38.7% 36.0% 14.7% 10.7% 2008 37.3% 20.0% 20.0% 22.7% 2009 36.0% 26.7% 25.3% 12.0% 2010 29.3% 40.0% 14.7% 16.0% 2011 20.3% 45.9% 14.9% 18.9% 2012 32.4% 40.5% 13.5% 13.5% 2013 34.7% 44.0% 6.7% 14.7% On the following pages the responses shown are filtered to include only residents of Klickitat County and most cases, age 11 or older. 1 of 30 Klickitat County Solid Waste Public Outreach 2003-13 Fair Survey Report Public Outreach The public outreach survey attempts to measure which media are most effective at reaching the population. We use direct mail, newspapers, radio ads and talk shows, telephone hot line, a web site, public speaking, planned workshops, outreach through public events and onsite visits on request. Age of Survey Pool: In the most recent filtered results approximately 60% are teens, 40% parent or grandparent age. There appears to be a 60/40 split between teens and parental age responses over time. 11 to 19 to 18 49 50 + 2003 46.2% 19.8% 34.0% 2004 45.5% 27.3% 27.3% 2005 75.8% 19.7% 4.5% 2006 53.7% 22.2% 24.1% 2007 58.7% 23.9% 17.4% 2008 31.9% 31.9% 36.2% 2009 41.7% 39.6% 18.8% 2010 56.6% 20.8% 22.6% 2011 57.6% 18.6% 23.7% 2012 60.0% 20.0% 20.0% 2013 67.3% 10.2% 22.4% 2 of 30 Klickitat County Solid Waste Public Outreach 2003-13 Fair Survey Report Community Representation: Goldendale area residents make up the majority of the responses, which is expected. The county fair is located in Goldendale and Goldendale is the largest population center in the county, accounting for about 1/3rd of the total county population. Other communities significantly represented are Bickleton, Centerville, Glenwood, Klickitat and Lyle. It is interesting to note that these communities are all less than 40 miles from Goldendale. The communities with very low response are either located more than 40 miles from Goldendale or have relatively small populations. all ages 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 Alderdale 0.0% 0.0% 0.0% 0.0% 0.0% 1.4% 0.0% 0.0% 2.7% 0.0% 0.0% Bickleton 4.8% 3.2% 12.5% 6.1% 15.0% 15.1% 10.1% 18.3% 16.4% 11.9% 9.9% Bingen/WS 1.0% 4.8% 5.7% 4.1% 2.5% 0.0% 2.9% 1.4% 0.0% 3.0% 2.8% BZHusum 1.0% 1.6% 1.1% 0.0% 2.5% 1.4% 0.0% 2.8% 4.1% 6.0% 0.0% Centerville 0.0% 4.8% 3.4% 4.1% 5.0% 4.1% 4.3% 8.5% 2.7% 9.0% 7.0% Dallesport 0.0% 1.6% 0.0% 0.0% 2.5% 2.7% 0.0% 0.0% 1.4% 3.0% 0.0% Glenwood 2.9% 3.2% 0.0% 8.2% 5.0% 15.1% 1.4% 11.3% 5.5% 1.5% 7.0% Goldendale 71.4% 52.4% 68.2% 63.3% 57.5% 43.8% 73.9% 53.5% 56.2% 50.7% 69.0% Klickitat 7.6% 9.5% 5.7% 4.1% 2.5% 2.7% 1.4% 1.4% 4.1% 6.0% 1.4% Lyle 7.6% 14.3% 0.0% 8.2% 7.5% 1.4% 2.9% 1.4% 2.7% 3.0% 0.0% MaryHill 1.9% 1.6% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% Roosevelt 0.0% 1.6% 0.0% 0.0% 0.0% 1.4% 1.4% 1.4% 0.0% 4.5% 0.0% Snowden 1.0% 0.0% 2.3% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% TroutLake 1.0% 0.0% 1.1% 2.0% 0.0% 0.0% 1.4% 0.0% 4.1% 0.0% 2.8% Wishram 0.0% 1.6% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 1.5% 0.0% Other 0.0% 0.0% 0.0% 0.0% 0.0% 11.0% 0.0% 0.0% 0.0% 0.0% 0.0% 3 of 30 Klickitat County Solid Waste Public Outreach 2003-13 Fair Survey Report 4 of 30 Klickitat County Solid Waste Public Outreach 2003-13 Fair Survey Report Favorite Radio Stations: We run public service announcements on all of the radio stations listed. We also appear on talk shows on KLCK am and KIHR am. Station Format: Coverage KMCQ contemporary pop music west/central KLCK oldies/local talk central KYYT country west/central/east KACI am/fm conservative talk west/central/east KIHR contemporary pop music and local talk west KMSW pop/rock/hip-hop west/central KCGB rock/metal west/central Strongest response is for the local country western music station, KYYT, which also happens to have the strongest signal. This response may also reflect the fact that the survey was performed at the local county fair and rodeo event. The response would be quite different if we did the surveys at the Huckleberry Festival located on the west end of the county in Bingen/White Salmon.(It would be interesting to see the results but are financial and manpower limitations.) KLCK moved its broadcast tower in 2010 so the signal is weaker in all of Klickitat County. It was the news/talk/sports source for the Goldendale area, but in 2011 the live talk show was canceled and listener numbers dropped. KACI 1300 appeals to an older, more conservative audience but has a strong signal during daylight hours. KMSW and KCGB appeal to a younger audience. KIHR, which has the weakest response in this survey is only available in the Bingen/White Salmon area which is not well represented by the survey pool. (It would be more well represented in a survey conducted at the Huckleberry Festival.) KMCQ has gone through some management, signal strength and format changes over the period of the surveys and the responses for this station have declined. The chart below shows the radio stations where we place radio ads and the percent of the survey pool indicating they listen to each station. KLCK and KYYT are more focused on Goldendale where KIHR is more focused on White Salmon/Bingen and not received in Goldendale. With the majority of responses to this survey coming from Goldendale residents the results do not reflect listeners preference for the west end of the county. Radio Stations Heard : 11 and Older 2003 70% 2004 60% 2005 2006 50% 2007 40% 2008 30% 2009 20% 2010 2011 10% 2012 0% 2013 KMCQ_Q104 KLCK_1400 KYYT_102-3 KACI_1300 KACI_97-7 KIHR_1340 KMSW_92-7 KCGB_105-5 5 of 30 Klickitat County Solid Waste Public Outreach 2003-13 Fair Survey Report With that in mind it is still interesting to look at the results as a reflection of radio listening trend in the Goldendale community. Age Group 11-18 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 KMCQ_Q104 29.2% 40.0% 18.4% 21.4% 8.7% 6.7% 11.1% 0.0% 0.0% 0.0% 3.1% KLCK_1400 6.3% 8.0% 18.4% 17.9% 8.7% 20.0% 22.2% 7.1% 0.0% 29.6% 25.0% KYYT_102-3 37.5% 44.0% 55.1% 64.3% 65.2% 33.3% 66.7% 57.1% 64.7% 51.9% 53.1% KACI_1300 4.2% 8.0% 6.1% 0.0% 4.3% 0.0% 5.6% 3.6% 0.0% 11.1% 0.0% KACI_97-7 12.5% 0.0% 12.2% 10.7% 13.0% 13.3% 5.6% 25.0% 20.6% 7.4% 18.8% KIHR_1340 0.0% 0.0% 2.0% 3.6% 0.0% 0.0% 0.0% 3.6% 0.0% 3.7% 0.0% KMSW_92-7 12.5% 16.0% 10.2% 21.4% 8.7% 0.0% 5.6% 0.0% 11.8% 7.4% 12.5% KCGB_105-5 16.7% 0.0% 6.1% 0.0% 8.7% 0.0% 0.0% 7.1% 5.9% 7.4% 6.3% A relatively high number of teens indicate they listen to radio.