Report for the National Park Service on Results of the 2018 Visitor Survey and Visitor Count in the Santa Monica Mountains National Recreation Area Authorship This report was produced by the UCLA Luskin Center for Innovation (LCI): Gregory Pierce, Associate Director Britta McOmber, Researcher Kyra Gmoser-Daskalakis, Researcher Kelsey Jessup, Former Project Manager Joyce Thung, Former Researcher J.R. DeShazo, Director Acknowledgements This report summarizes the results of a visitor use survey, count, and analysis commissioned by the National Park Service (NPS) for the Santa Monica Mountains National Recreation Area. Thank you to the NPS for their support of this research. The authors appreciate the time spent by staff from NPS, California State Parks, and LCI on this study, as well as the dozens of volunteers who assisted with survey implementation. Thank you to Colleen Callahan for editing and Nick Cuccia for the report cover design. Disclaimer The statements presented are those of the authors and not necessarily those of UCLA, the funders, or other aforementioned organizations, agencies, and individuals. The mention of any organization or source reported is not to be construed as actual or implied endorsement of LCI’s findings. For More Information and the Briefing Paper Learn more and view a digital copy of this report and its accompanying briefing paper at innovation.luskin.ucla.edu/urban-greening/public-parks-2/ Contact Dr. Gregory Pierce at [email protected] or (310) 267-5435. ©January 2020 by the Regents of the University of California, Los Angeles. All rights reserved. Printed in the United States. Results of 2018 Visitor Survey and Visitor Count in the SMMNRA | 1 Table of Contents Executive Summary ......................................................................................................................... 5 Introduction .................................................................................................................................. 10 Report Organization .................................................................................................................. 13 1. Survey Methodology ................................................................................................................. 14 Past SMMNRA Surveys .............................................................................................................. 14 2018 Survey Design ................................................................................................................... 15 Non-Response Form ................................................................................................................. 17 Visitor Count Data ..................................................................................................................... 17 Instrument Administration Procedures .................................................................................... 17 Data Entry ................................................................................................................................. 19 Statistical Analysis ..................................................................................................................... 19 Geospatial Analysis ................................................................................................................... 19 2. Survey Limitations and Respondent Profile .............................................................................. 24 Sources of Data ......................................................................................................................... 24 Limitations of the 2018 Survey, Non-Response Forms, and Visitor Counts ............................. 24 Results from Each Survey Question .......................................................................................... 27 Respondent Universe and Response Rate ................................................................................ 27 Trail Use Activities (User Types)................................................................................................ 28 3. Demographics of Visitors to SMMNRA Trailheads ................................................................... 33 Gender ...................................................................................................................................... 36 Age ............................................................................................................................................ 37 Education .................................................................................................................................. 38 Race and Ethnicity ..................................................................................................................... 39 Languages Spoken at Home ...................................................................................................... 40 Income ...................................................................................................................................... 42 Household Structure ................................................................................................................. 43 Group Characteristics................................................................................................................ 45 Geographic Characteristics ....................................................................................................... 50 4. Planning and Travel to SMMNRA for Different Visitor Types ................................................... 58 Learning About the Trailhead ................................................................................................... 59 Navigation to the Trailhead ...................................................................................................... 60 Trouble Finding the Park ........................................................................................................... 62 Travel Time to Trailhead(s) ....................................................................................................... 64 Common Modes of Transport to SMMNRA .............................................................................. 66 2 | Executive Summary 5. Distance Traveled Analysis and Implicit Valuation of Park Visits ............................................. 70 Distance Traveled ...................................................................................................................... 70 Aggregate Economic Value of Park Visits ................................................................................. 73 Willingness to Financially Contribute to the SMMNRA ............................................................ 79 6. Activities and Time Spent in SMMNRA for Different Visitor Types .......................................... 81 Active and Passive Forms of Park Use ...................................................................................... 82 All Activities Engaged In At the Park ......................................................................................... 85 Time Spent in the Park .............................................................................................................. 91 7. Amenity Use and Preferences ................................................................................................... 94 Current Amenity Use ................................................................................................................ 95 Improving Existing Amenities ................................................................................................... 98 Adding New Amenities............................................................................................................ 100 Internet Access and Usage ...................................................................................................... 104 Awareness of SMMNRA Governance and Responsibilities .................................................... 107 8. Frequency of Visits, Factors Influencing Visitation, and Park Recommendations ................. 109 Visitation Trends ..................................................................................................................... 110 Most Popular Time to Visit the Park ....................................................................................... 112 Factors Influencing Trailhead Decision ................................................................................... 114 Factors Influencing Return Visitation ..................................................................................... 117 Park Recommendations and Protection Motivations ............................................................ 121 9. Trailhead Comparisons ........................................................................................................... 126 Comparison of Eastern and Western Trailheads .................................................................... 126 Comparison of Primary, Secondary, and Tertiary Trailheads ................................................. 132 Conclusion ................................................................................................................................... 137 Key Findings ............................................................................................................................ 137 Reference List .............................................................................................................................