Final Report December 23, 2019 2019 Survey Results by: Community Arts Resources Community Arts Resources Contents 04 Overview 15 City Results 16 La Habra 20 Buena Park & Anaheim 27 Stanton 31 Garden Grove 35 Westminster 39 Huntington Beach 43 Appendix 44 A: Communications and Outreach 60 B: Branded Collateral 61 C: Surveys 63 D: Social Media Report (ACE) 72 E: Media Summary (ACE) 73 F: Ad Report (ACE) 79 G: OCTA Bus Information 80 H: Project Team Meet on Beach Final Report | Community Arts Resources 3 Introduction Meet on Beach Final Report | Community Arts Resources 4 Project Summary On November 17th, 2019, Meet on Beach (MOB) connected seven Orange County cities for the first time to re-imagine twenty one miles of car-centric Beach Boulevard as a walkable and bike friendly thoroughfare. Given the regional planning efforts focused on Beach Blvd. and surrounding areas by Caltrans and OCTA, the goal of MOB was to serve as an opportunity to leverage bike and pedestrian focused programming and inspire the public about the potential for Beach Blvd. as a multi-modal street. Five years ago the Renew Beach Boulevard Coalition was formed by seven cities that participated in the Go Human Event: La Habra, Buena Park, Anaheim, Stanton, Garden Grove, Westminster, and Huntington Beach. In 2017, Buena Park received the Southern California Association of Governments’ grant. By the Fall of 2018 Meet on Beach became a part of the economic revitalization efforts of the Renew Beach Boulevard Coalition. Expanding upon re-branding and signage efforts that the Renew Beach Boulevard Coalition had begun prior to the SCAG grant, the cities worked collaboratively to plan and execute this one-day free opportunity for the public. Events at each of the cities connected twenty-one miles along Beach Blvd., with a 1.5 mile open-streets festival between Buena Park and Anaheim. Each festival showcased alternative modes of transportation and family activities focused on health and wellbeing, bringing community-centered programming to the Historic State Route 39. The challenges of the project were largely due to the scale of Beach Blvd. which is not currently welcoming to active transportation Pedicab in Buena Park & Anaheim Open Streets (top) or pedestrians. The car-centric highway was La Habra Information booth with CARS staff (middle) as much a challenge as an asset in provoking Robert Castillo’s BMX Freestyle at Huntington Beach (bottom) Meet on Beach Final Report | Community Arts Resources 5 Project Summary (cont’d.) creative bike-able and walkable programming in displaying the connection and collaboration such a car-dominated environment. This one- between the seven cities, establishing a cohesive day event transformed the iconic State Route yet unique brand identity for both Meet on 39 into a people-oriented regional corridor Beach and the individual cities. This brand with live entertainment, walkable streets and identity was spread with free giveaways at each events, free public activities, as well as tactical event including Meet on Beach and city specific urbanism interventions that encouraged bike buttons, MOB tote bags available in exchange for safety and pedestrian safety through activities completed surveys, and MOB hats for individuals and education. Furthermore, MOB presented who visited three or more cities. This branded creative branding along Beach Blvd. to imagine it collateral as well as extensive digital marketing as a passageway that incorporates multi-modal and media outreach prior to the event built mobility efforts in the future. interest in combination with promoting a brand Marketing efforts were an important asset in identity that supports Meet on Beach events in the future. Ideally, participants at each event were inspired to transform into advocates for the development of such sustainable and human- centered streets in their communities. Meet on Beach sparked awareness of the possibilities for a more active lifestyle for Orange County residents. Meet on Beach Huntington Beach Meet on Beach Final Report | Community Arts Resources 6 Participants 04 Orange County Transportation 01 Southern California Association Authority (OCTA) of Governments (SCAG) The OCTA had a presence at Buena Park and Huntington Beach’s SCAG’s Go Human campaign is an event hubs and provided in-kind active transportation safety and marketing support with in-bus ads, encouragement campaign that e-newsletters, and free bus passes supports local jurisdictions through for the event. demonstration projects and safety- oriented advertising to encourage Renew Beach Boulevard and support active transportation 05 infrastructure and increase rates Coalition of walking and biking in the This collective includes elected region. MOB’s SCAG grant was in offi cials and staff from each of the partnership with the Mobile Source following cities: La Habra, Buena Reduction Committee (MSRC). Park, Anaheim, Stanton, Garden Grove, Westminster, and Huntington 02 Community Arts Resources Beach. (CARS) CARS produced the event, 06 Local Businesses & establishing the brand and Organizations coordinated marketing and media Each city engaged with various outreach in collaboration with ACE local businesses and organizations Agency. to sponsor and program events as well as city departments such as 03 California Department of Police, Public Works, local schools, Transportation (Caltrans) and others. California Department of 07 Orange County Health Care Transportation awarded a grant Agency (OCHCA) from the Active Transportation Program to support SCAG’s’ Go Orange County Health Care Agency Human campaign. provided community outreach at the Buena Park and Garden Grove hubs. Meet on Beach Final Report | Community Arts Resources 7 Map of Meet on Beach Locations Events at each of the cities connected 21 miles along Beach Blvd., with a 1.5 mile open-streets festival between Buena Park and Anaheim. 5 La Habra 57 91 Buena Park 605 Anaheim Stanton BEACH BOULEVARD BEACH 22 Garden grove Westminster 405 55 1 39 N PACIFIC OCEAN Huntington Beach Meet on Beach Final Report | Community Arts Resources 8 Project-wide Key Findings Meet on Beach Survey Analysis Surveys were completed by participants at each of the seven city events incentivized by Meet on Beach tote bags. Over 830 surveys 50% were collected across the seven cities. An of respondents stated that overwhelming majority of respondents stated they strictly use a car to travel that Meet on Beach was an inspirational event that encouraged walking and biking. The around their community. majority of respondents relied solely on their car as a means of transportation, making demonstrations and events such as Meet on Beach particularly critical in re-shaping the transportation landscape across these Orange <6% County communities. less than six percent of respondents stated that they 91% walked to travel around their respondents stated that Meet community. on Beach inspired them to walk or bike more. <4% less than four percent of respondents stated that they bike to travel around their community. Meet on Beach Final Report | Community Arts Resources 9 Project-wide Findings: Demographics Zipcodes of Survey Respondents The most surveys were collected from Buena Park, therefore this area’s zip codes are the most represented. Meet on Beach Final Report | Community Arts Resources 10 Project-wide Findings: Demographics Meet on Beach Survey Analysis Continued MeetDemographic on Beach information was collected in results varied from city to city, families, young, English, Spanish, and Vietnamese. Overall and middle aged adults attended in fairly similar Aggregatethe age, gender, Data and area of residency for the numbers, overall demonstrating the range of attendees at MOB were majority female and mobility needs to be accommodated in future Age,between bar the ages of 35-45. Detailed survey transit plans and events. analysisMeet per on city Beach can be found in the upcoming Cities Results section of this report. While Aggregate Data Gender < 18 AgeAge, of6% Survey bar Respondents Gender 1% 18-24 8% Gender < 18 6% Prefer not to say 1% 25-34 18-2419% 8% Prefer not to say 35-44 25-3424% 19% 36% 35-44 24% 36% Male 45-54 20% 64% Male 45-54 20% 64%Female Female 55-64 55-6416% 16% 65-74 65-747% 7% >75 1% >75 1% Meet on Beach Final Report | Community Arts Resources 11 Project-Wide Findings: Key Concerns Top 3 Things that would enhance Beach Blvd for people walking: Wider sidewalks 01 Vibrant things to see and do 02 Responses Well maintained & clean sidewalks 03 Top 3 Things that would enhance Beach Blvd for people biking: More bike lanes on the road 01 More bike lanes protected from vehicles 02 Responses Driver/Bicyclist Education 03 48% of survey respondents said unsafe drivers keep them from biking or walking more in their communities. Meet on Beach Final Report | Community Arts Resources 12 Communications, Marketing & Outreach Marketing and Media Outreach Below is an illustration of the results of the marketing and media outreach efforts prior to MOB. The majority of respondents 300 heard about the event through social media ( ie. Facebook and Instagram). Digital outreach also included e-blasts and a website which almost nearly matched the million+ amount of event promotion accomplished through in-person marketing techniques earned media impressions such as word of mouth, printed ads, and flyering. In the future, digital and in-person marketing should be used in conjunction to reach the widest audience. The metrics of Communications and Marketing can be 87 found