2022 Cathedral City Community
Education and Outreach
Survey Proposal
Submitted by FM3 Research
Contact:
Richard Bernard, Ph.D.
Partner
May 3 1, 2022 921 -6369
CONTENTS
1 COVER LETTER ........................................................................................................................................................1 2 RESPONSE TO SCOPE OF WORK .................................................................................................................................5
2.1 Research Approach: Methodology and Work Plan ....................................................................................6
2.1.1 Phase 1 - Research Design ..................................................................................................................6
2.1.2 Phase 2 - Data Collection ....................................................................................................................9
2.1.3 Phase 3 - Data Analysis and Reporting ............................................................................................ 10
2.2 Project Timeline ....................................................................................................................................... 12
2.3 Focus Group Research (Optional) ............................................................................................................ 13 3 REFERENCES AND EXPERIENCE ................................................................................................................................ 14
3.1 FM3’s Background and Relevant Experience .......................................................................................... 14
3.1.1 Experience Conducting Resident Community Surveys .................................................................... 14
3.1.2 Experience in Cathedral City and the Coachella Valley ................................................................... 16
3.1.3 Experience Conducting Research in Diverse Communities ............................................................. 18
3.2 References and Case Studies ................................................................................................................... 18 4 BUDGET/COST OF SERVICES ................................................................................................................................... 21 APPENDIX A: FM3 TEAM BIOS: PAGE 23
APPENDIX B: EXAMPLE OF WORK: TORRANCE COMMUNITY STUDY: PAGE 28 APPENDIX C: EXAMPLE OF WORK: CITY OF BELLFLOWER RESIDENT SATISFACTION STUDY: PAGE 47
1 1 COVER LETTER
May 31, 2022
Katherine Fuentes
Assistant City Manager, Cathedral City
City Manager’s Office
68-700 Avenida Lalo Guerrero
Cathedral City, CA 92234
Dear Ms. Fuentes,
Fairbank, Maslin, Maullin, Metz & Associates (FM3 Research or FM3) is pleased to present this proposal to conduct a community education and outreach survey for Cathedral City . FM3 has conducted research on behalf of Cathedral City in their successful efforts to pass five ballot measures over the last 12 years, and just completed a survey of Cathedral City voters on behalf of the Desert Recreation District in May. We believe our experience in Cathedral City, coupled with the work we have done throughout the Coachella Valley and Riverside County and extensive experience conducting resident satisfaction, strategic, and budgetary plan ning, policy, and ballot measure surveys throughout the state, makes us uniquely qualified to conduct this research for Cathedral City.
FM3 has been performing public policy-oriented opinion research since 1981 on issues of major economic and social concern, such as constituent satisfaction with public services and support for policy proposals; budgetary issues and taxation; education; public safety; parks and open space; transportation; health care; growth and property development; environmental protectio n; natural resource conservation and development; communications technology; energy development; racial, economic, and social equity; and organizational branding. FM3’s principal business and philosophy is to provide timely public opinion analysis designed to help policymakers make decisions, and we pride ourselves on helping local cities meet their objectives to improve their residents’ quality of life and protect the valued sense of community.
The research that FM3 conducts goes far beyond simply document ing the knowledge, views, and behaviors of various populations. Rather, our work produces actionable data which provides a strategic roadmap for policy makers to inform community outreach and communication efforts. FM3’s clients benefit from our significan t experience translating survey data into meaningful recommendations that help provide direction for public agencies on a variety of goals, including policy changes to better serve the needs of residents.
In any given year, FM3 conducts as many as 500 surv eys and 160 focus groups (as well as other types of opinion research), which we use to provide strategic insights and advice to our clients. All key FM3 staff members have advanced degrees in public policy, research methods, and/or extensive experience working in state and local government; and every FM3 project is personally led by one of our firm’s partners.
FM3 understands that Cathedral City would like to conduct a community survey to better understand attitudes toward city services , programs and infrastructure, residents’ priorities and concerns, opinions on current and proposed policies, and assess perception of need and opinions toward increasing City revenues (through a potential funding measure or fees). FM3 also recognizes that the objective is to understand views today, but also
2 to design a survey that is future -thinking and will assist the City in formulating the Five-Year Strategic Plan (the survey can also inform and lead to revisions in a General Plan or budget priorities and help develop effective long- term solutions). The survey will be designed as not only a tool for listening, but also to help the City develop its simultaneous Community Outreach Campaign . FM3 surveys help cities like Cathedral City identify how their residents feel about policies and priorities and also how to educate residents about them.
For this project, FM3 recommends conducting a 20 -minute survey among 500 Cathedral City residents 18 years of age or older using an address -based sampling m ethodology. This research approach would employ four different contact methods (landline and cellular telephone calls, emails, text messages, and mailed postcards) and two different collection methods (landline and cellular telephone calls and online interviews). By offering a variety of contact and data collection methods, FM3 ensures survey responses are collected from a demographically and geographically representative sample of adults in your community because all residents have the opportunity to be selected for the survey. To further provide the greatest opportunity for inclusion, we recommend, as we have in the past, offering the survey in Spanish.
We also propose the option of conducting four focus groups with populations which m ay feel less heard or are less engaged, including seniors, LGBTQ residents, Spanish -speaking residents, and residents in a particular geographic area. These focus groups will allow us to get a deeper and richer understanding of how to better serve these residents and also inform the content of the survey that would follow.
We believe our firm is the clear choice to conduct a community survey on Cathedral City’s behalf for several reasons detailed in our proposal, including the following:
• FM3 is a recognized leader in conducting resident satisfaction, budget priority, and strategic and long-range planning and outreach survey research for cities and other local government agencies . Our research has helped inform the municipal budgets and policy priorities of more than 300 cities and other local agencies throughout the U.S. Our research findings and recommendations have been strategically utilized by numerous municipalities for activities such as developing 5-year strategic plans, setting budgetary priorities, updating general plans, developing public policies, and creating internal performance measurement systems. Research conducted by FM3 for the City of San José, for example, was leveraged to help develop that city’s internal performance measurement system, “Investing in Results.”
• FM3 has experience conducting research in and on behalf of Cathedral City, which provides us with an understanding of public attitudes regarding a variety of issues . FM3 conducted the most recent research among Cathedral City residents on behalf of the Desert Recreation District to assess a potential park and recreation ballot measure and opinions toward the District taking responsibility for the ongoing maintenance and programs in the City’s parks and recreation areas. In 2021, FM3 conducted research the helped lead to the successful passage of Cathedral City’s Measure B to establish limitations for short-term vacation rentals.
And between 2010 and 2016, FM3 research helped pass four Cathedral City ballot measures , including a charter amendment, the City’s first utility user tax, a one cent sales tax, and the renewal of that sales tax a few years later. FM3 has also conducted research among Cathedral City residents on behalf of the Riverside County Transportation Commission and other special districts, agencies, and organizations within the region.
3 FM3 has also led research efforts in other Coachella Valley cities, including Desert Hot Springs, Indian Wells, Indio, La Quinta, Palm Desert, and Palm Springs, as well as throughout the entire Coachella Valley region for regional agencies and tribes and private entities.
• FM3 is committed to equity within our practice of research . This manifests itself in a multitude of ways — including among our own staff and in the wor k we do. We understand that California is an extraordinarily diverse state where the views of communities of color are critical to every major policy debate, and where any research project must take particular care to capture diverse opinions accurately. We regularly conduct survey and focus group research with a wide range of communities of color and in multiple languages, including Spanish, Cantonese, Mandarin, Vietnamese, and Korean, among others. Moreover, we often work in cities with a sizeable percentage of residents who are members of the LGBTQ community, including San Francisco and West Hollywood. The FM3 team for this proposed Cathedral City research reflects this diverse community, and we take hearing the diversity of voices in our research very seriously.
• FM3 provides a commitment to personalized client service. As a medium-sized research firm, FM3 provides its clients with a level of personal attention and service from our senior staff that is more often ass ociated with much smaller organizations, while concurrently offering the wide range of services, adherence to expedited timelines, and absolute quality control that is to be expected from larger research firms. FM3’s in- house Data Processing and Graphic Design departments allow us to meet the inherent demands of even the most aggressive deadlines and, further, to provide a wider variety of services than would otherwise be possible—such as performing advanced statistical analysis to reap the greatest possibl e insight from your data. Perhaps of greatest significance is the fact that every FM3 project is personally led by one of our firm’s Partners, each of whom is a nationally respected authority on public opinion research in their own right.
As the FM3 Partner for this project, I will be available and engaged throughout its duration from day one, and I will be present for all project -related calls and in -person meetings. With the assistance of FM3 Vice President Adam Sonenshein and Ms. Covarrubias, I will personally design, draft, and interpret every aspect of your research and will remain available and involved with your project for as long as you need us after the research itself is complete. However, we believe FM3’s team approach adds strength to the research we conduct because of the different perspectives each member brings to it. The project manag er does not operate in a vacuum, but rather, as we devise the sample, draft the survey, and analyze the results, we discuss and integrate the suggestions (from question wording to key findings) and diverse perspective of each FM3 team member, leading to a stronger and more valuable product for Cathedral City (bios of the FM3 Cathedral City team can be found in Appendix A). Furthermore, at FM3, we view the results of our surveys as an ongoing resource for our clients and will be happy to conduct additional a nalysis or give additional presentations of the results upon request.
4 Our team would be very pleased to again work with Cathedral City to help ensure the success of this important project. If you have any questions regarding this proposal or would like any additional information, please do not hesitate to contact me directly. We appreciate your time evaluating our submission, and we thank you very much for your consideration.
Sincerely,
Richard Bernard, Ph.D., Partner
Fairbank, Maslin, Maullin, Metz & Associates (FM3)
12100 Wilshire Boulevard, Suite 350
Los Angeles, CA 90025
(310) 428-1809 (cell)
(310) 828-1183 (office)
(310) 453-6562 (fax)
[email protected]
www.fm3research.com
5 2 RESPONSE TO SCOPE OF WORK
In this section, FM3 provides a detailed explanation of our proposed methodology and research approach, including the work plan, deliverables, and timeline.
As stated in the RFP, FM3 understands that Cathedral City is seeking a community survey to assess general attitudes of residents toward City services and programs, determine resident concerns and priorities and views on local issues, assess policy issues and proposals, and measure support and opposition for potential revenue options.
The results and survey analysis will help the Ci ty to better understand community views , assist the City in its decision-making to best meet residents’ needs and goals, and inform the City’s Community Outreach Campaign.
A community survey such as this can play an important role in creating the City’s Five-Year Strategic Plan, as well as in developing budget priorities and in reviewing or revising other City policies and plans.
As a full-service research firm, FM3 conducts every part of the research process, with the exception of the actual interviewing of respondents, in-house. Our fully-staffed Data Processing and Graphic Design departments enable us to provide exceptional quality control while meeting even the most ambitious deadlines. FM3’s ability to complete a course of research quickly and efficie ntly has been demonstrated time and time again under the unrelenting pressure of the political campaign environment—in which governors, U.S. senators, and members of Congress have come to rely on our ability to provide exceptionally accurate research quickly and cost-effectively.
Although the final methodology, sample size, and survey length will be decided in consultation with the City, FM3 recommends conducting a dual-mode survey (offered online and via landline and cellular phones) among 500 Cathedral City adult residents using an address-based sample to meet the City’s objectives. A sample size of 500 respondents will result in a margin of sampling error of +/ -4.5 percentage points for the full sample (the margin of sampling error for subgroups within the City’s population will be higher). This sample size will provide statistically reliable results and provide a large enough sample size to look at key subgroups within the population, including by race/ethnicity, age, LGBTQ, region of the City, and other demographics.
Given the breadth of issues the City would like to explore, FM3 recommends a survey length of 20 minutes. A 20- minute survey would allow approximately 50 to 70 unique questions. In Section 4: Budget/Cost of Services , we also provide costs for an 18-minute survey for budgetary considerations.
6 2.1 Research Approach: Methodology and Work Plan
Although the survey sampling methodology and overall research approach will be determined in collaboration with the Cathedral City team, f or this project, FM3 recommends conducting an address- based survey among adult Cathedral City residents. This methodology enables us to collect opinions from a sample of residents reflecting the demographic characteristics of your community's population and their geographic distribution.
Furthermore, by employing four different contact methods (telephone calls, emails, text messages, and mailed postcards) and two different data collection modes (telephone – cellular and landline and online interviews), this approach provides a wide range of ways for residents to participate in the survey and ensures that potential survey r espondents whose telephone numbers or email addresses are not available via public or consumer records (or who are unwilling to respond to a phone call or email) can be included in the survey's sample. In all, this methodology best allows all residents to have the opportunity to be selected for the survey and helps to ensure equity and inclusion and the ability of the research team to generalize the findings to the broader population of interest . As shown in Figure 1 above, we approach conducting these surveys in three phases, which we describe in more detail in the following sections.
In Section 4: Budget/Costs of Services, we offer the cost without utilizing postcards as a contact method for your budgetary considerations. We recommend postcards to provide the greatest opportunity for every resident of Cathedral City to have the opportunity to be selected for the survey —including those for whom an email or telephone number could no t be located (enhancing the equity an d inclusion of our sample methodology ).
However, other jurisdictions have chosen to forego postcards for budgetary reasons, and we are confident we can successfully reach a representative sample of Cathedral City residents without them if needed.
2.1.1 Phase 1 - Research Design
2.1.1.1 Sample Preparation
FM3 will construct a sample by randomly selecting addresses from a list of all residential addresses in Cathedral City. FM3 will then match the addresses in the sample against public and commercial databases to acquire residents’ email and telephone contact information. In the end, each address in the sample will have at least a mailing address, but also potentially telephone numbers and email addresses for residents living at the address.
FM3 will then analyze the sample and select which contact method to use for each address.
While FM3 is acquiring and preparing the sample, we will also establish demographic and geographic quotas of your residents ages 18+ using data provided by the U.S. Census Bureau. FM3 will use thos e quotas and voter registration information as necessary during the data collection phase—and after the interviews are completed— to ensure the final sample reflects your community's overall adult population demographics, including age, Phase 1
RESEARCH DESIGN
Phase 2
DATA COLLECTION
Phase 3
DATA ANALYSIS & REPORTING
Figure 1: Research Phases
7 gender, ethnicity/race, LGBTQ, registered voters, and homeownership. Figure 2 provides an illustration of the sampling preparation.
Figure 2: FM3 Address-based Survey Sample Preparation
2.1.1.2 Questionnaire Design
In designing the research for this project, FM3 will draw from its knowledge of public opinion survey methodology; our comprehensive review of Cathedral City’s past survey research (including tracking past questions when appropriate); the City’s current and future objectives and needs; and our own vast library of research for other municipalities. The process wil l begin with an initial kickoff meeting (either in -person or via conference call) between the FM3 team and City staff members assigned to this project , during which we will hold a comprehensive discussion of the topics the City would like to address, inclu ding any major issues or challenges that should be explored in the survey. FM3 will then present a first draft of the questionnaire to the City for review and comment. After collecting feedback on the first draft, we will revise and refine the survey.
We foresee proceeding through several drafts, incorporating feedback from City staff before each revision to develop a research instrument that will obtain all the information desired. Before interviewing commences, FM3 will secure approval from the appropriate City representative on the final version of the questionnaire. Once the questionnaire is approved, it will be translated into Spanish.
Though the final survey questionnaire will be developed with extensive input and collaboration from the City’s team, FM3 anticipates that the final survey may address some of the following question areas, among others:
FM3 identifies universe of residential addresses,
either provided by client or acquired by FM3.
FM3 pulls a random sample of addresses and
uses publicly and commercially available
databases to match phone numbers and email
addresses to residents living at those addresses.
(XXX) XXX-XXXX
[email protected]
For each address in the sample, FM3 will have at
least one potential contact method – a person to
email, a person to call/text, or a mailing address.
FM3 uses demographic data from the US Census
and geographic data from the list of addresses to
set quotas, ensuring that respondents in the
sample reflect the overall residential population.
XXX Main Street
(XXX) XXX-XXXX
[email protected]
XXX Cedar Street
XXX Park Street, #12
(XXX) XXX-XXXX
Gender Ethnicity Zip Code Age
8 • Do residents believe Cathedral City and the Coachella Valley region are headed in the right direction or off on the wrong track?
• How do residents rate the quality of life in Cathedral City/Cathedral City as a place to live? • How do they rate the sense of community in Cathedral City or sense of community pride? • Do residents approve or disapprove of the job being done by City government and key departments? • What do they consider the most serious issues facing the City (top-of-mind and/or rating when presented with specific issues)? How important are potential issues of key conc ern, which could include local response to homelessness, the local economy, development, housing, transportation, condition of streets and roads (and other infrastructure), public safety, and social and racial equity and inclusion? • How do they rate the job being done by the City in managing funds or being fiscally responsible? • Do they believe there is a need for more funding to provide the city services residents need and want? • For what City services do they perceive a need for more, less, or the same level of funding? • What is the level of support or opposition toward new taxes or fees to fund City services? And what specific services would they prioritize for these funds? This could include testing a specific potential revenue measure (general or special purpose) with a subset of respondents in the sample who are registered to vote or who are likely to vote in a particular election.
• How satisfied are residents with the job that Cathedral City is doing providing city services? • What is the relationship between the importance/priority residents place on individual City-provided services and residents’ satisfaction with their delivery? Services tested could include those related to public safety, the condition of infrastructure, parks and recreation, zoning and building safety, homelessness, housing, economic development, land use, among others.
• What are their views of public safety in Cathedral City and specific public safety services? How would residents rate their personal safety in the City?
• What are the ir priorities for the City when thinking about the future and their reaction to specific city proposals, which could include public safety , police relations , land development, economic development, transportation, housing, homelessness, beautification, parks and recreation, communication, among others? • What sources do residents turn to for information or news about the City—and how often? • How satisfied are residents with the information they receive from the City? • How do they prefer to get information about the City? • Do they feel they have opportunities to express their opinions to the City? • Have they had contact with City employees/staff? How do they evaluate these int eractions (was the person they spoke with accessible, helpful, professional, and knowledgeable)? • How do they rate the community for making residents of diverse backgrounds feel welcome/accepted, respecting residents from diverse backgrounds, treating all r esidents fairly, providing equal employment opportunities, and providing equal access to housing for residents of all backgrounds?
In addition, the survey instrument will gather relevant demographic information to allow for the analysis of responses by ge nder, age, race/ethnicity, LGBTQ, language of interview, education, homeownership, voter registration, and other relevant demographic groupings.
9 FM3 understands this is the first resident survey conducted by Cathedral City. As such, it will serve as a benchmark study, and many questions will be designed to be tracked in future research to evaluate trends, such as changing opinions and perceptions b ased on City initiatives or outreach campaigns or the ever-changing social, political, economic, and, in recent years, public health landscape.
2.1.1.3 Translation
Once the questionnaire is approved, the telephone survey will be translated into Spanish. Public opinion research industry best practice involves providing language options for all cultural -linguistic groups that comprise more than approximately 10 -15 percent of the total population of interest for a given study. As a result, FM3 recommends conducting the survey in English and Spanish, given that 57 percent of the Cathedral City population identifies as Hispanic or Latino. Note that we recommend—and our cost proposal reflects—offering the survey in Spanish to those participating by tele phone only. Our experience and best practices suggest that conducting online interviews in Spanish is not usually cost-effective because very few eligible participants prefer to respond online in their respective language. However, we will be happy to provide costs to conduct online interviews in Spanish if the City so desires.
2.1.1.4 Contact Method Preparation
Because subsets of the sample will be invited to take the survey online, FM3 will create initial drafts of email, text, and postcard invitations for your review. (E mail and text invitations will contain a unique link and postcard invitations will include a generic short link and a unique code.) Additionally, to elevate comfort levels in taking the survey, we recommend the invitations include your City seal or logo , with a note explaining you have hired an independent public opinion research firm to conduct a survey about local issues that are relevant to your residents, and electronically “signed” by a senior City official.
Please note that FM3’s use of text messages to distribute survey invitations has been vetted by independent legal counsel and determined to be in compliance with all applicable state and federal laws and regulations, including the U.S. Telephone Consumer Protection Act (known as the TCPA).
2.1.2 Phase 2 - Data Collection
2.1.2.1 Online Interviews
Based upon the final sample specifications, FM3 will set a target number of interviews to be completed online and construct an estimate of how many of those respondents are likely to take the survey online after receiving either an email or postcard invitation. (To mitigate against potential data collection mode bias, FM3 currently recommends a relatively even balance of online and telephone completes.) Next, we will estimate the email invitation response rate based upon your community's demographics and send out invitation emails to a random selection of email addresses from the sample sufficient to achieve the target number of online completes from email invitations. FM3 will design, print, and mail postcard invitations t o a subset of addresses in the sample without telephone numbers or email addresses. Depending upon response rates, we may also send out reminder emails to recipients who have not yet taken the survey or new email invitations to additional addresses in the sample. FM3 will send out a number of text message invitations to help reach the overall target number of online completes and complement the email and postcard contact methods.
10 2.1.2.2 Telephone Interviewing
Within a week of the initial distribution of email, text message and postcard invitations, FM3 will compare the demographic and geographic characteristics of the online completes against our Census-derived quotas and begin conducting telephone interviews to balance out the sample and target underrepresented su bgroups. Telephone interviewing is conducted on various days (weekdays and weekends) and times (evenings on the weekdays and Sunday, late morning to the afternoon on Saturday and Sunday) and FM3 employs a system of call backs (including booking appointments for those unable to complete the survey at the time they were first contacted) to provide the greatest opportunity to participate as well as increase the survey yield. Figure 3 illustrates the address-based data collection process.
Figure 3: FM3 Address-based Survey Data Collection
2.1.2.3 Pre-test and Data Quality Control Monitoring
Once approved for fielding, the survey questionnaire will be pre -tested with a sufficient number of respondents to assure ease of administration and flow. Such testing wil l also verify the length of the questionnaire and the clarity and comprehensibility of survey questions. The results of the pre -test will be reviewed with City staff to determine whether any adjustments need to be made before interviewing proceeds.
Throughout the data collection phase, the Project Manager and statistical analysts assigned to your project will review responses daily to ensure data and sample integrity.
2.1.3 Phase 3 - Data Analysis and Reporting
2.1.3.1 Data Analysis
All survey responses will be analyze d by FM3’s Data Processing and Analysis Department staff using customized installations of Survey System and SAS software, both well -documented and widely used data -analysis software FM3 sends postcards to a random sample of
addresses without other contact information, sends
emails to residents in sample with email
addresses, and sends texts to residents with cell
phone numbers. All contact methods invite
residents to take the survey online.
FM3 identifies how many additional
interviews are needed to fill each quota.
FM3 completes telephone interviews with
residents sufficient to fill each quota.
Gender Ethnicity Zip Code Age
Gender Ethnicity Zip Code Age
Gender Ethnicity Zip Code Age
FM3 sets demographic and geographic quotas.
11 packages. Open-ended responses, if included in the survey questionnaire, will be further reviewed, coded, and grouped into thematic categories.
One to two days after interviewing has been completed, the topline survey results will be generated and FM3's initial analysis will begin. These results will show the overall percentage of respondents who chose each answer option for all survey questions.
Within two to three days, FM3 will complete a comprehensive set of cross-tabulated results. The cross-tabulated results include a table for each question or demographic variable in the survey, with a series of up to 180 columns indicating how various subgroups of residents responded to that question. The cross-tabulated results will make it possible to detect how responses differ, if at all, among various subsets of the sample. For examp le, it will be possible to compare answers provided by men and women; residents of various age categories and income levels; responses based on ethnicity/race, homeowners and renters, residents living in different areas of the City ; members of the LGBTQ community and other residents; and many more subgroups.
2.1.3.2 Reporting and Deliverables
FM3 will review the preliminary survey results and data with City staff and generate a detailed PowerPoint and written report of the survey results, including demographic breakouts and summaries of key findings, conclusions, and recommendations—first in draft form for your review and input (and provided within 30 days of the survey’s completion as stated in the RFP) before producing the final report. FM3 will also present the results to City staff for review and approval and in a public meeting to the City Council and other key stakeholders requested at your convenience. FM3 is also happy to provide additional data analysis and develop summary memos or more-focused presentations (varied in length and content based on the audience) or reports to clarify survey results after the initial presentation or to meet other City needs.
Upon the conclusion of the survey project, the City will have received from F M3 each of the documents listed below. All documents can be provided in hard copy or electronic form (or both), depending on the City’s preference.
✓ Final survey questionnaire
✓ Topline survey results (the survey questionnaire filled in with the percentages having chosen each response)
✓ A complete set of cross-tabulated results in an easy-to-read, comprehensive format (responses to every survey question, broken down by dozens of demographic, geographic and attitudinal subgroups of the electorate)
✓ Verbatim responses to any open-ended questions (if applicable) ✓ PowerPoint presentation and written report (an analysis of survey results, including a detailed report of topline and demographic results, key survey findings, conclusions, and actionable recommendations) ✓ In-person presentation of results to City staff, elected officials, and other stakeholders ✓ Raw data from the survey in electronic form for any future analysis the City would like to conduct internally
12 2.2 Project Timeline
FM3 is prepared to begin work on this research project immediately and would approach it in three distinct phases: research design, data collection, and data analysis and reporting. As shown in Figure 4 below, the entire process would take six to nine weeks from kick-off, though we would be happy to extend or compress the timeline to best meet your needs. At the conclusion of Phase 3, FM3 would remain available for ongoing consultation and any further analysis and presentation of the research as needed. We view the survey responses as an ongoing data resource; if needed, FM3 can conduct further analysis to provide answers to any follow -up questions that may arise.
Figure 4: Address-based Survey Research Phases & Timeline
• Kick-off meeting/confirmation of research specifications • Review necessary background materials
• Draft, refine, and finalize survey questionnaire
• Draft, refine, and finalize invitation email, text message & postcard • Finalize sample parameters and order/prep sample
• Translate survey questionnaire into Spanish
• Program and test survey questionnaire
• Prep, print and mail postcard invitations
Phase 1 - RESEARCH DESIGN (2-4 weeks)
• Send email/text invitations and email/text reminders (as necessary) • Analyze demographics of online survey respondents
• Initiate and conduct telephone interviews
• Continually review responses and sample quotas
• Begin development of cross-tabulated report structure Phase 2 - DATA COLLECTION (2 weeks)
• Generate topline survey results
• Generate cross-tabulated results
• Conduct statistical analysis
• Generate PowerPoint presentation of key findings, conclusions, and actionable recommendations
• Draft and refine written report with City staff feedback • Present findings
Phase 3 - DATA ANALYSIS & REPORTING (2-3 weeks)
13 2.3 Focus Group Research (Optional)
FM3 proposes including qualitative research in the form of four focus groups as part of the Cathedral City Community Education and Outreach study if budget permits. We recommend conducting the focus groups among subgroups within Cathedral City who may feel less heard or are not as engaged. While the populations to include in these groups will be decided in consultation with the City, FM3 recommends conducting one group each among the following four populations:
• LGBTQ residents
• Spanish-speaking Latino residents
• Seniors
• And residents from an underserved geographic area identified by the City Focus groups will allow us to gain a deeper understanding of these residents’ concerns; their satisfaction with services, priorities and needs ; opinions toward City proposals and policies ; and experiences with and attitudes around diversity, equity, and inclusion. The focus groups would allow us to explore services, projects, programs, and proposals—for example potential infrastructure projects, public safety and police services, and economic development—about which the City would like a more in -depth understanding . Unlike with a survey , the moderator can probe for qualitative reasons why individuals feel the way they do about issues with which there may be a lot of personal history and/or complicated feelings —including around equity and opportunity in underserved communities. By their ver y nature, focus groups add a depth of understanding to any research question—they tell a skilled researcher "why," "how," and "what" in a way that other research techniques simply cannot.
FM3 recommends conducting these focus groups prior to conducting the survey. The discussions will help reveal topics and views—and the way residents talk about them—that will help inform the contents of the survey . The survey can also be used to quantify findings of interest from the focus groups.
FM3 recommends conducting the focus groups online. Not only is this a more cost -effective approach in an area without a focus group facility (if the groups are conducted in person, they will be held at a local hotel with a video system to allow the City to watch the groups in real time), but we have found that, despite the easing of COVID - 19 restrictions, many potential participants are not yet comfortable gathering around a table with others.
FM3 conducts online focus groups using dedicated videoconferencing platforms which are conceptually similar to “Zoom” and its various competitors, but which also feature additional capabilities better suited for an opinion research context. Online focus groups function in a very similar way to in -person focus groups. Approxim ately eight participants log in to an online meeting with other participants and a professional moderator for a 90-minute to two-hour live discussion. All participants are visible via webcam and the moderator is able to show documents and images for the participants to respond to. FM3 also has the ability to provide loaner webcams (delivered via U.S. mail) to participants who may not ordinarily have access to this equipment, addressing a potential barrier to participation which disproportionately affects the less affluent and/or less tech-savvy members of the population of interest. Consistent with in -person focus groups, observers from Cathedral City will be able to view online
14 groups in real time and relay questions to the group moderator. FM3 will discuss with Cathedral City the option for in-person groups if they are preferred.
3 REFERENCES AND EXPERIENCE
3.1 FM3’s Background and Relevant Experience
3.1.1 Experience Conducting Resident Community Surveys
FM3 is a leader in conducting community studies for local governments. For more than three decades, FM3 has conducted hundreds of resident satisfaction and strategic planning surveys for local governments throughout our home state of California. FM3’s community research on behalf of local government agencies has explored the full range of resident concerns with local issues, including delivery of social services and other city services, perceptions of city government generally and specific departments, management of public funds, and enhancing the public’s trust in loc al government, among others. In this work, we have designed questions on a broad and diverse set of issues and have a library of knowledge o n how to effectively measure opinions and report what is significant in those findings.
FM3 has worked with some cities over many years, tracking changes over time to questions asked in each year’s research, as well as modifying past survey instruments to include questions that are more pertinent to the time.
FM3 also compares findings to other data, including from national studies and other cities, where comparison is illustrative.
Past clients for this service include the California municipalities of Agoura Hills, Anaheim, Bellflower*1, Burbank*, Camarillo, Capitola*, Carson*, Citrus Heights, Concord, Coronado, Chico, Del Mar, Dublin, El Monte, Fairfield, Folsom, Fremont, Grass Valley, Hawaiian Gardens*, Healdsburg, Hemet, Hercules, Irvine, La Habra, Lakewood*, Larkspur, Livermore (Police Department), Lomita, Long Beach*, Los Angeles, Manhattan Beach, Millbrae, Milpitas*, Modesto*, Moreno Valley, Ontario, Oakland*, Palo Alto, Palos Verdes Estates, Pasadena*, Pleasanton*, Rancho Cordova, Rancho Palos Verdes (Parks and Recreation Department), Rancho Santa Margarita*, Redondo Beach, San Francisco*, San José*, San Juan Capistrano, San Luis Obispo, San Ramon*, Santa Barbara*, Santa Monica*, Saratoga, Signal Hill, South Gate, Stanton*, Sunnyvale, Torrance*, Valle jo, Ventura, and West Hollywood*; as well as other public agencies including the Eastern Municipal Water District, Irvine Ranch Water District, Kern Community College District, Los Angeles County Metropolitan Transportation Authority, the Marin -Sonoma Mosq uito & Vector Control District, the Monterey Peninsula Regional Park District, the Southern California Regional Rail Authority (Metrolink), Sierra Joint Community College District, the Santa Clara Valley Water District, the Sonoma County Agricultural Prese rvation and Open Space District, the West Basin Municipal Water District, the counties of Alameda, Santa Clara, Sonoma and Tuolumne, and the Ports of Long Beach, Los Angeles, San Diego, and Oakland, among many others.
1 * Denotes cities where FM3 has conducted two or more resident community surveys.
15 In some communities, resident surveys have been complimented by surveys of local business owners and managers and employees to provide multiple perspectives on local issues and policies.
This past year, FM3 has conducted resident surveys for the California cities of Camarillo, Dublin, Lemon Grove, Livermore, Long Beach, Milpitas, Ontario, and West Hollywood as well as the City of Pasadena Library, County of San Diego Health & Human Services Agency, Friends of the San Francisco Library, Los Angeles County Metropolitan Transportation Authority, Nevada County Health & Human Services, the Colorado Health Foundation, and the Yale School of Forestry & Environmental Sciences . Just last month, FM3 completed a resident survey in the City of Burbank as well.
FM3 is often retained to conduct additional surveys for cities and other jurisdictions, with FM3 conducting yearly, every other year, or other scheduled surveys for a number of cities including Bellflower, Dana Point, Dublin, Milpitas, Pleasanton, San Francisco, San José, Torrance, and West Hollywood, among others.
Our vast library of research allows FM3 to examine satisfaction ratings and other resident opinions and compare them with similar communities. These comparisons can be particularly valuable when making policy decisions and studying the decisions made in other jurisdictions on similar issues.
FM3’s community satisfaction research explores awareness and attitudes towards the full range of local issues, including perceptions of overall quality of life, city government generally, specific city departments, the performance of city employees, the delivery of specific city services, management of public funds; the quality of city infrastructure; the pace, scale, and regulation of development; crime and personal safety ; disaster preparedness; and other important topics facing the city. Where previous data is available, FM3 also tracks questions over time to determine if perceptions and/or opinions have remained the same or changed.
Our community satisfaction research is designed to produce actionable outcomes for clients which include quantitative measurements of current city performance, satisfaction with direct customer service, public support for policies under consideration, and residents’ budgetary priorities, as wel l as a comprehensive analysis of how each of these have evolved over time. This data in turn helps inform critical city decisions such as those involving resource allocation, public policy, and personnel management. In Appendices B and C, we provide a PowerPoint presentation for City of Torrance and written report for the City of Bellflower as examples of our work.
In addition to our work with local governments conducting resident community surveys, FM3 is a leading provider of research for successful publ ic finance ballot measures for cities (and counties and special districts) throughout California . We have provided research and strategic advice for over 500 local finance measures dealing with issues relating to public safety, infrastructure, transportati on, parks and open space, utilities, libraries, education, health care, and social services for cities, counties, school districts, and other local and state service providers. In each ballot measure survey, FM3 includes questions to gauge the context of t he election, including impressions on quality of life, issue concerns, government performance, and priorities for city improvements. This experience, including our previous work on behalf of your city, has and will further our understanding of the drivers and barriers to resident satisfaction that inform our research on resident community surveys.
16 Furthermore, historically, over 95 percent of local revenue measures —including sales tax measures—that were placed before voters by FM3’s clients, under our advisement, have been approved.
3.1.2 Experience in Cathedral City and the Coachella Valley
3.1.2.1 Cathedral City
FM3 has conducted research that aided in the successful passage of five ballot measures in Cathedral City over the last 14 years , including three funding measures. In each case, FM3 determined the viability of a potential measure, helped develop the ballot language based on an assessment of voter priorities , and crafted legally permissible educational statements. Each are described in more detail below:
• Measure B (March 2021): In November 2020, FM3 conducted a dual-mode survey to measure support for or opposition toward a short-term vacation rental regulation measure, which ultimately became Measure B. In addition to assessing the measure’s feasibility, potential ballot language, priorities, and educational statements, FM3’s research explored awareness of and opinions on short -term vacation rentals in the City generally.
• Measure HH (November 2016): In 2016, FM3 conducted a dual-mode survey of Cathedral City voters to assess support or opposition for a City charter amendment. The survey evaluated understanding of the measure, opinions toward its components, and how to communicate the measure to the elect orate. Additionally, the survey looked at voter perceptions of the City’s direction; evaluations of City government generally and of the City Council specifically; ratings of City government trustworthiness, responsiveness and management of tax dollars; how serious they consider a number of local issues, and sources of local news.
• Measure B (June 2014): In 2013, FM3 conducted survey research and provided strategic advice on behalf of what became Measure B in 2014. The survey assessed Cathedral City voter support for renewing the existing one cent sale s tax (Measure H which FM3 had helped the City pass three years earlier) and also included questions to assess the electoral context, including measuring job ratings for Cathedral City government generally, the City Council, and the police and fire departments; determining how serious voters consider a number of issues, and awareness of the need for additional City funding.
• Measure H (June 2010): In 2010, FM3 conducted a study evaluating multiple potential revenue -generating options for Cathedral City and determined a one-cent sales tax with a 5-year sunset was a viable option—with the research ultimately informing the design of Measure H , which was successfully passed by voters . In addition to evaluating communications about the measure and how voters prioritized features of it, FM3 also measured understanding of the budget shortfall facing the City and the impact of State takeaways at the time.
• Measure L (November 2008): In 2008, FM3 conducted research that measured voter support and opposition for a utility user tax (UUT), a sales tax, and a parcel tax . The research revealed that only the UUT was in a position to pass on Election Day. Similar to other Cathedral City research, the survey tested communications about the measure and their impact on the vote as well as perceptions of the need for additional funding,
17 issue concerns, and preferences for the use of funds, among other questions, to assess the electoral context in which a campaign would take place.
As you know, just last month, FM3 conducted research among Cathedral City residents on behalf of the Desert Recreation Distric t (DRD). The aforementioned research consisted of a dual -mode methodology a mong 449 voters. The survey’s objective was to determine the viability of a potential Cathedral City parcel tax measure to provide the funds needed for DRD to take responsibility for maintaining Cathedral City parks and recreation areas and providing recreation services and programs. As part of determining how best to build support for the measure, the survey also evaluated support or opposition for DRD taking this responsibility, the use of and opinions about DRD and its programs and services , frequency of visiting Cathedral City parks or utilizing their programs and services, impressions of park maintenance, and perceptions of need for more funding for recreational programs and services and parks and recreation areas. To understand the electoral context, the survey also explored views of the City’s direction and opinions on the City’s Park Maintenance Division, the City Council, and City government generally. The research measured voter priorities for the potential funding measure and the effectiveness of educational statements on the measure’s behalf. FM3 also conducted research in Cathedral City for DRD in 2018, and the recent survey tracked questions from this prior research to understand changes in opinions given the current social, economic, and public health landscape.
3.1.2.2 Coachella Valley and Greater Riverside Area
In addition to our work in and on behalf of Cathedral City , our firm has conducted research throug hout the Coachella Valley and greater Riverside County area. Along with our work in Cathedral City with DRD, FM3 is also working with DRD to determine the feasibility of a parcel tax in the City of Indio to upgrade the DRD’s park and recreational facilities and provide additional services to the communities within the District.
Other Coachella Valley and relevant Riverside County experience includes the following:
• FM3 has conducted research in seven of the nine Coachella Valley cities, including Desert Hot Springs, Indian Wells, Indio, La Quinta, Palm Desert, and Palm Springs, as well as in the Palm Springs Unified School District.
Moreover, in all, FM3 has conducted research in 18 of Riverside County’s 28 incorporated cities and 11 Riverside County school districts.
• From 2017 to 2019 , FM3 conducted several transportation -related research projects on behalf of the Riverside County Transportation Commission (RCTC), which included surveys and focus groups. The research primarily focused on the viability of a potential new countywide transportation sales tax measure, which included an examination of rail services in the Coachella Valley. • FM3 also regularly conducts research among Riverside County residents and voters —including those in the Coachella Valley and Cathedral City specifically—on behalf of private sector clients, such as the Inland Empire Community Foundation, Morongo Band of Mission Indians , Pechanga Band of Luise no Indians, Southern California Edison , SoCal Gas and Waste Management , as well as local elected officials and political candidates. In this capacity, our firm serves as pollsters for several state -level elected officials representing the various regions of Riverside County.
18 In total, FM3’s research has contributed to voter approval of 4 1 local tax and bond measures for agencies throughout Riverside County as well as extensive issue -specific work (such as transportation, economic development, education, parks and recreation, environment and energy, and others), and resident satisfaction surveys. This significant portfolio of work provides our team with current information regarding trends in local public opinion and issues of public concern. We would leverage this local knowledge, as well as our vast library of historic public opinion data from Riverside County residents, and specifically the Coachella Valley, to benefit the research we would design and conduct for this project.
3.1.3 Experience Conducting Research in Diverse Communities FM3 has a long record of providing extremely accurate research among California’s most diverse and multilingual communities. We know a commitment to ensuring diversity, inclusion, and equity in our research begins by providing it in the sampling methodology. Our survey must provide the opportunity for every resident to have an equal chance to be selected and take part in the survey to ensure that we gain a full understanding of opinions and perceptions about life, community, and concerns in Cathedral City. The findings are not valuable if they do not reflect a representative sample of all residents —including LGBTQ residents and residents of all ethnic and racial backgrounds, ages, incomes, education, and gender, among others.
FM3 possesses in-house Spanish language capability and provides some of the highest-quality English-Spanish bilingual research available. Our firm has conducted surveys bilingually in English and Spanish for more than three decades and doing so is another one of our firm’s longstanding s trengths. We are extremely sensitive to details such as the geographic and national differences in Spanish vocabulary and pronunciation, and we conduct hundreds of surveys and dozens of focus groups in Spanish every year.
Furthermore, we have long -term re lationships with call centers who employ regular, full -time multilingual interview staff who have the strongest fluency in both English and their respective second languages. FM3 will leverage the experience and methodologies we have acquired and developed over three decades of conducting the highest quality bilingual survey research to enhance the research we conduct for Cathedral City.
Additionally, as the pollster for the City of West Hollywood and as a result of the work we have conducted on a variety of topics for the City of San Francisco , our firm has particular experience conducting research among the LGBTQ community. We provide a case study of our work in West Hollywood in Section 3 .3: References and Case Studies.
3.2 References and Case Studies
Below, we provide four references from our resident community survey work in the cities of Torrance, West Hollywood, Bellflower, and Ontario . For each project, FM3 provided a written report and PowerPoint presentation, with the presentation given to City staff and the City Council and other stakeholders. Please see Appendix B for one example of a presentation.
19 City of Torrance, California
Contact Person:
Aram Chaparyan, City Manager
City of Torrance
Tel.: (310) 618-5880
E-mail: [email protected]
FM3 has conducted resident and business surveys in the City of Torrance in 2019, 2013/2014, 2007/2008, and 1995. For the 2019 resident survey, FM3 interviewed 1,336 Torrance adults ages 18 or older, using an address - based, dual-mode methodology where interviews were conducted online and by telephone. The interviews were conducted in English, Spanish, and Japanese. In addition to quality of life, government job performance, delivery of services, contact with the City, and City communications topics, the survey also focused on how residents would like to see the City in the future. This included assessing Torrance as a city that benefits from the ethnic diversity of its population, among other attributes.
Because of deliberate commonalities between the 2007/2008, 2013/2014, and 2019 survey instruments, the City was able to identify and measure changes in residents’ perceptions of various local issues and the provision of specific municipal services to highlight areas where progress had been made, and where improvements were still needed. In August 2021 and again in January 2022, FM3 completed voter surveys, a baseline survey and a follow- up survey, respectively, among City of Torrance municipal voters to determine their willingness to support an increase in their sales tax during this June’s City election. Similar to a resident survey, the former survey identified residents’ budget priorities. In addition, the survey examined the initial level of support for a measure. The January 2022 survey examined whether the level of support has shifted after the City conducted legally permissible outreach in the community educating residents about the need for additional funds.
City of West Hollywood, California
Contact Person: John Leonard
Director of Economic Development
City of West Hollywood
Tel.: (323) 848-6446
E-Mail: [email protected]
In September 2018, FM3 conducted a survey among 738 City of West Hollywood adult residents using an address- based sample with our dual -mode methodology. The survey was conducted in English, Russian, and Spanish. As with other FM3 resident community surveys, our West Hollywood study evaluated impressions of West Hollywood as a place to live and the quality of life in the City, impressions of City government, the importance of and satisfaction with City services, and impressions of the City’s communications. The survey was also focused on the value residents place on various social services for such groups as seniors aging in place, people of color, people
20 with disabilities, people experiencing homelessness, people living with HIV or AIDS, the LGBTQ community, and at-risk youth. Social services explored included health care services, food or meals programs, senior services, counseling and emotional support, job placement programs, and programs for at -risk youth, among others. The survey and additional outreach work helped the City decide how to allocate precious social services dollars to meet the pressing needs of the community. In addition, many of the questions in the 2018 survey were repeated from previous research to determine if there have been any changes over time.
In addition to the resident community surveys, in 2015/2016, FM3 also conducted a seven-month, multi-method City of West Hollywood Public Safety Opinion Research Project, and in 2015, FM3 conducted a Multi-Unit Housing Study. Both projects included focus group and survey research. In 2018, FM3 fielded the City’s Community Study Survey which primarily focused on residents’ awareness of and attitudes towards the social services provided to residents. Between 2019 and 2020, FM3 conducted five surv eys on behalf of the City of West Hollywood: a transportation survey, a COVID -19 survey, a rental moratorium survey (among renters and landlords), and two sales tax surveys—the latter two surveys leading to a successful ¾ -cent sales tax measure in November 2020. In late 2021, FM3 was commissioned to conduct a follow-up Community Safety Survey among city residents 18 years of age and older. Given events in Minneapolis and around the nation just months earlier, as well as the significant rise in people experiencing homelessness, the 2015 survey was significantly updated to reflect the new realities of our time. However, where appropriate, a small number of questions were tracked to determine if there was a change in awareness and attitudes since 2015. Most recently in May, FM3 completed another survey on behalf of West Hollywood to measure opinions toward various revenue generating options.
City of Bellflower, California
Contact Person:
Jeff Stewart, City Manager
City of Bellflower
Tel.: (562) 804-1424 x 2207
E-Mail: [email protected]
FM3 has been conducting constituent satisfaction survey research among residents and businesses in (and on behalf of) the City of Bellflower since 2001, with our most recent survey in September 2018. FM3 is currently in the planning stage for additional research in the City of Bellflower in the coming months.
Our previous survey research provided an opportunity for the City to assess opinions on the quality of life in Bellflower, identify the most serious concerns facing Bellflower residents, measure impre ssions of City government generally and specific departments, and how residents rate the importance of specific services provided by the City and their satisfaction with the delivery of those services. The surveys also looked at issues related to beautific ation and cleanliness, development, contact with City government, and the most important thing the City can do to improve city services for Bellflower residents. Each survey was conducted among approximately 500 residents, 20 minutes in length, and administered in English and Spanish.
21 Using past survey data (from similar research conducted by FM3 for the City in 2016, 2015, 2013, 2007, 2005, 2003 and 2001), FM3 helped identify where the City had been successful in reducing particular issue concerns and improving satisfaction with specific services as well as highlighting where additional work needed to be done.
Additionally, each survey focused on a different policy or issue area of growing and topical significance. For example, in the 2016 study, FM3 ask ed a series of questions assessing opinions on the L.A. Sheriff Department employees serving Bellflower, including how committed they are to helping residents, their involvement in the local community, effectiveness in curbing crime, and how quick they are to respond to emergency calls. The survey also evaluated how residents felt they were treated by these L.A. Sheriff Department employees in terms of being treated fairly regardless of race, ethnicity, gender, or sexual orientation. And it measured how serious of a problem residents feel conflict between law enforcement and individuals of color has been across the country and in Bellflower, and how concerned residents are about the use of excessive force in Bellflower. The 2018 study had a particular focus on issues related to homelessness, including views on whether or not the issue can be solved, who is responsible for doing more to reduce homelessness, and how to allocate funding to respond.
City of Ontario, California
Contact Person:
Dan Bell
Communications & Community Relations Director
City of Ontario
Tel. (909) 395-2400
E-Mail: [email protected]
In May 2021, FM3 conducted a survey among 544 City of Ontario adult residents using an address-based sample with our dual -mode methodology. The survey was offered in English and Spanish. As with other resident community surveys, the survey measured aspects of quality of life, includ ing perceptions of the city’s direction and what they like best about living in Ontario. It investigated what they consider the most serious problems, ratings of city government’s job performance, satisfaction with city services, opinions on expanding seni or and youth services, perceptions of public safety, and opinions and awareness of city communication. More recently, FM3 completed an Ontario voter survey to examine residents’ priorities for city services, programs and infrastructure maintenance and upgr ades. In June, FM3 is scheduled to conduct a follow -up revenue measure survey prior to the City Council deliberating as to whether they will place a sales tax on the November 2022 municipal ballot.
4 BUDGET/COST OF SERVICES
FM3 does not bill using hourly rates but rather by project, utilizing costs that are informed by the specifications of the research being conducted. For example, our costs for survey research are informed by factors that include the number of interviews completed, the average interview length, the interviewing methodology used (dual-mode, telephone, online, intercept, etc.), contact methods (such as texting and postcards), the type of sample being
22 utilized (such as likely voters, all registered voters, all adult residents, etc.), and the language(s) in which interviews are conducted.
Figure 5 below contains the total estimated costs for this survey research. These prices are comprehensive and include all costs for questionnaire design; sample acquisition and preparation; Spanish translation; programming; email, text message and postcard invitations; survey hosting; telephone interviewing; data entry and analysis; and reporting and presentations. Direct incidental expenses, such as extra reproduction of reports and travel, are not included but would be billed at-cost if incurred.2 Costs include three presentations. There is no additional cost for online presentations.
FM3 recommends a 20-minute survey, with a sample of 500 adult residents. However, given the adult population size of Cathedral City and mindful of budgetary factors, we also provide costs for a sample of 400 and a survey length of 18 minutes.
Figure 5: Estimated Survey Costs
Survey Length 500 Interviews 400 Interviews
20 minutes $42,250 $37,750
18 minutes $40,750 $36,500
Should the City wish to exclude postcards, the costs would be reduced by $2,000 for a 500-sample and $1,500 for a 400-sample.
Should the City choose to include online focus group research within the research plan, the price for English- language groups is $9,500 and for the Spanish-language group is $13,000. This price is comprehensive and includes all costs for the design of the screening questionnaire, discussion guide design, recruitment, participant incentives, use of the online focus group platform, moderation, audio and video recording, verbatim transcription, analysis, and reporting. We would be happy to provide costs for in-person groups at the City’s request.
Of course, any number of alternative survey structures are possible, which may result in higher or lower costs.
FM3 is committed to working with Cathedral City to tailor the research plan to fit your budget and meet your research needs.
2 FM3 charges for travel based on the current IRS business mileage allowance.
23 APPENDIX A
FM3 TEAM BIOS
24 Dr. Richard Bernard, Partner—Project Manager
FM3 Partner Dr. Richard Bernard is one of California’s foremost public opinion researchers on issues related to public agencies, their services, and the funding they need to provide those services. Richard has written surveys, conducted focus groups and one -on-one interviews, and routinely provides strategic advice for a diverse set of clients including cities, counties, special districts, K- 12 and community college districts, non-profits, businesses, and labor unions.
His work provides a road map to help clients communicate with populations of interest.
Across his close to 20 years at FM3, Richard’s public opinion resear ch efforts have focused on helping clients enhance resources or garner support for policies that will help individuals and demographic/geographic groups have greater access to resources, environmental justice, and/or an overall better quality of life. Thro ugh his work on behalf of government institutions and non -profit groups, he has provided research that has led to successful efforts to raise billions of dollars to increase or enhance public transportation; improve public safety; provide access to quality education and supportive housing; secure the protection of and access to clean water, open space, and parks; and increase voter registration and the likelihood one will vote—all of which have or will have particularly positive outcomes on less affluent communities, communities of color, and immigrant communities.
Richard’s municipal client work has covered a variety of topics such as resident satisfaction, strategic planning, general plan, finance measure, and budget priority surveys. His Riverside County city clients have included Hemet, Indio, Moreno Valley, Palm Springs , Riverside and Wildomar. Richard recently completed work on a second survey on behalf of Desert Recreation District (DRD) conducted among Cathedral City voters to examine the viability of the District taking over the maintenance of local parks and recreation facilities and providing related services to City residents. Further, from 2017 to 2019 he led a number of transportation-related research projects on behalf of Riverside County Transportation Commission (RCTC), which included surveys and focus groups. The research primarily focused on the viability of a potential new countywide transportation sales tax measure, which included an examination of rail services in the Coachella Valley. Hi s other Riverside County -based clients have consisted of the Eastern Municipal Water District, Inland Empire Community Foundation, the Pechanga Band of Luiseno Mission Indians , METROLINK, Mt. San Jacinto Community College District , Riverside Unified School District, San Gorgonio Memorial Healthcare District, Southern California Association of Governments , among others.
Richard joined the firm after being on the faculty at the University of Toronto from 1999 to 2002. While at the University of Toronto, Rich ard taught research methods and statistics, and within his research dealt frequently with issues related to cities, employment, and social and income inequality experienced as a result of gender, age, ethnicity/race, and citizenship. He has published in su ch journals as East Asian Pacific Migration Journal, International Migration Review, and the Canadian Journal of Sociology. Prior to joining the faculty at University of Toronto, Dr. Bernard was a Sloan Foundation post-doctoral fellow at the National Opinion Research Center (NORC)
25 based at The University of Chicago, where he both designed and tested quantitative and qualitative research related to family, work, and educational issues.
He is also a former transportation commissioner for the City of West Hollywood.
Education: Richard received an Honors B.A. at York University, a M.A. at McGill University and a Ph.D. at UCLA in Sociology.
Adam Sonenshein, Vice President — Assistant Project Manager Adam Sonenshein joined FM3 following over a decade of experie nce working on behalf of non -profit organizations and political candidates in California. He has conducted opinion research and provided strategic advice for dozens of clients including cities, counties, K -12 school and community college districts, special districts, non -profit organizations, business associations, candidates for political office, and ballot measure campaigns.
Adam conducted research for the City of Cathedral in partnership with the Desert Recreation District in 2018 and 2022, as well as on behalf of the City in 2020 on issues related to short-term vacation rentals. In addition, Adam has conducted focus group and survey research among Coachella Valley residents on behalf of the Riverside County Transportation Commission and Inland Empire Com munity Foundation, and for the nearby cities of La Quinta and Palm Springs. Adam’s other current and recent municipal clients also include the cities of Arcadia, Bellflower, Carpinteria, Carson, Corona, Costa Mesa, Dana Point, Downey, Fountain Valley, Grover Beach, Hawthorne, Hemet, Laguna Beach, Lemon Grove, Long Beach, Los Alamitos, Los Angeles, Paramount, Pasadena, Paso Robles, Riverside, Santa Barbara, San Bernardino, San Clemente, Temecula, Temple City, Torrance, Turlock, West Hollywood, and Westminster.
More broadly, his research has explored attitudes on a range of issues including the satisfaction and importance of local public services, the impacts of COVID-19, Pre-K through University education issues, public safety, reducing homelessness, environ mental protection, strategies to address poverty, housing and land use, public transportation, cannabis decriminalization, and making the political system more transparent and fairer.
Prior to joining FM3, Adam spent over a decade working on behalf of nonp rofit organizations and political candidates in California. He spent eight years with Los Angeles Universal Preschool (LAUP), a county -wide nonprofit organization which focuses on building public will for expanding access to quality preschools. He was responsible for developing the organization’s public policy, advocacy, and community involvement strategies. He also worked closely with elected officials, community leaders, non-profit partners, and grassroots stakeholders by directly advocating for public policy changes at the city, school district, county, state, and national levels.
26 Further, he has served as a consultant for political campaigns, coalitions, and public awareness campaigns in the San Francisco Bay Area.
Education: Adam received a B.A. in Political Science from Tufts University in 1998 and Master's of Public Policy (M.P.P.) from the UCLA Luskin School of Public Affairs in 2005 with awards for Outstanding M.P.P. Student of the Year and Outstanding Academic Achievement.
LAURA COVARRUBIAS, SENIOR RESEARCHER — PROJECT TEAM MEMBER Laura Covarrubias joined FM3 in 2017 as a Research Associate. Her prior experience includes providing research and analysis on local economic issues for the City of Glendale’s Economic Development Division and conducting an impact and needs assessment on Mayor Garcetti’s 10,000 Strong Veterans Hiring Initiative for the Los Angeles Veteran Coalition.
At FM3, Laura has worked with clients on a variety of policy issues, including resident satisfaction, community and educa tional outreach, company branding, revenue-generating measures at both city and county levels, education, homelessness, public transportation, and water and environmental conservation. Laura has worked with both government agencies and non -profits across S outhern California to help improve community relations, generate outreach materials, and increase awareness of services. Some of Laura’s experience specifically in the Coachella Valley include research on behalf of Riverside County Transportation Commission, the Desert Recreation District, The Inland Empire Community Foundation, and the City of Indio. More widely, her clients in Riverside County have included the Cities of Riverside, Hemet, and Moreno Valley. Laura has also worked on resident satisfaction s urveys in the cities of Bell, Burbank, Lomita, Long Beach, Ontario , and Torrance. She is also currently conducting research on behalf of Audubon on environmental issues impacting communities across the Coachella and Imperial valleys.
A native Spanish speak er, Laura also conducts research in Spanish —including questionnaires, focus groups, and online discussion boards. She regularly assists in ensuring FM3’s research tools are effective at capturing the opinions of various Latino communities through ensuring accurate translations and appropriate cultural context.
Laura has contributed to research on a variety of subjects relative to the Latino populations in California and across the U.S., including but not limited to, early childhood parenting and education, local water supplies, air quality along freeway gateways, participation in the U.S. Census, and undocumented immigration.
Education: Laura holds a Master’s in Public Policy from the Sol Price School of Public Policy at the University of Southern California and a Bachelor of Arts in Political Science with minors in Public Affairs and Geography from UCLA.
Education: Laura holds a Master’s in Public Policy from the Sol Price School of Public Policy at the University of Southern California and a Bachelor of Arts in Political Science with minors in Public Affairs and Geography from UCLA.
27 RENATO VILLACORTE, PARTNER & CHIEF TECHNOLOGY OFFICER — LEAD STATISTICIAN Partner & Chief Technology Officer Renato G. Villacorte joined FM3 Research in 2002 as a Senior Statistician and consultant on research methodologies and advanced data analyses. Renato started his career in academia in Experimental Psychology where he developed expertise in data collection technologies, statistical programming, and predictiv e modeling. He taught Descriptive Statistics and other lower division Psychology courses at Cal State University, Los Angeles before entering a doctoral program at the University of California in 1996. At Cal, he pursued research in Psychophysics and conducted several studies with human subjects before taking his talents into the market research industry in 2000.
Renato is now charged with developing and maintaining the research technologies of FM3 Research. The Researchers of FM3 depend on Renato’s team to coordinate and organize the collection of qualitative and quantitative opinion research data, prepare analytical reports on collected data, and conduct advanced statistical investigations in support of research objectives. Renato is one of the principal liaisons between FM3 and market research service subcontractors. He advises FM3 Researchers on the latest techniques in data collection and sampling methodologies.
With more than two decades of experience in data analysis and survey research methods, Renato remains active in the professional communities of the American Association of Public Opinion Researchers and the SAS Software Programming organizations. He continues his professional education through annual seminars and conferences and has presented papers and tutorials to fellow analysts and researchers.
Education: Renato Villacorte received his cum laude B.A. and M.A. in Psychology from California State University, Los Angeles and pursued a Ph.D. in Psychophysics from the University of California, Berkeley.
28 APPENDIX B
GRAPHIC REPORT OF SURVEY RESULTS –
TORRANCE COMMUNITY SURVEY
29 30
31 32
33 34
35 36
37 38
39 40
41 42
43 44
45 46
47 APPENDIX C
EXAMPLE OF WORK:
CITY OF BELLFLOWER RESIDENT SATISFACTION STUDY
48 49
50 51
52 53
54 55
56 57
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60 61
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64 65
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68 69
70 71
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