News

City conducts recreation marketing survey

A $22,000 telephone survey recently conducted for the City of Abbotsford has nothing to do with the YMCA bid currently before council, according to Mark Taylor.

The city’s general manager of parks, recreation and culture said 300 local residents were polled to acquire feedback on marketing and communication.

The survey was coordinated by Sentis Market Research, a Vancouver-based company.

“Sentis Research is our contractor and they hired Illuminata Marketing to do the survey,” explained Taylor.

He said the city is trying to find out if the parks and rec department’s marketing efforts are reaching the public.

“It’s based on getting a sense on how to communicate with them (the public) and increase our revenues through marketing.”

However, some residents feel the timing of the survey is suspect, considering the city recently gave approval in principle to a plan to pay $17.5 million towards a new YMCA facility on the old hospital grounds on McCallum Road.

Elizabeth Gray was one of the 300 people contacted for the survey and she feels the city has “been down this road before.”

She said telephone surveys were conducted by the city before last year’s water referendum – to decide whether the city should enter into a $300-million public-private partnership for a new water supply and treatment centre at Stave Lake. Similar polling preceded the Plan A projects decision (which included the construction of the Reach, the Abbotsford Entertainment and Sports Centre and improvements to the Abbotsford Recreation Centre.)

“We don’t have the money to do this,” she said, adding she believes the survey is linked to the YMCA proposal.

The survey was completed in two days and took about 15 minutes per respondent. They were asked 17 recreation-based questions and seven demographic profile questions (age, sex, income etc.).

Taylor said the cost of the survey was included in the 2012 parks and recreation budget.

He said more than $6 million in revenue is generated annually through recreation services, and maintained it’s “really important” that the city know if its marketing campaign is effective.

Survey results and analysis are expected in the first two weeks of January.

We encourage an open exchange of ideas on this story's topic, but we ask you to follow our guidelines for respecting community standards. Personal attacks, inappropriate language, and off-topic comments may be removed, and comment privileges revoked, per our Terms of Use. Please see our FAQ if you have questions or concerns about using Facebook to comment.
B.C. teachers ponder tentative deal ahead of vote
 
Driver airlifted to hospital after two-vehicle accident in Abbotsford
 
Dan Bue announces plans to run for council
Goddard posed online as teenage girl, cop and TV producer, court told
 
Ken Wuschke aims for council seat
 
Budget plans call for near-zero tax increase
Selena Gomez, Macklemore coming to Vancouver for We Day 2014 (VIDEO)
 
Pilots work overtime, split first games of regular season
 
Abbotsford pastor releases new book

Community Events, September 2014

Add an Event

Read the latest eEdition

Browse the print edition page by page, including stories and ads.

Sep 17 edition online now. Browse the archives.