The Town of Collingwood could improve on finance, roads and growth, according to new market research.
Winsome Stec of Forum Research presented the findings of a survey completed last month to town councillors at their May 6 regular meeting, ahead of a special council meeting called for May 9 to present the results of the survey to the public and consider how it will help inform the town’s priorities. The survey was conducted to help inform the town’s downtown visioning exercise and the upcoming community-based strategic plan refresh.
“It’s great to get this information presented to us tonight. It gives us some time to absorb it while we prepare for Thursday,” said Deputy Mayor Tim Fryer.
To gather the survey’s findings, Forum Research used computer-aided telephone interview software to randomly select 400 Collingwood residents to complete a telephone survey between March 18 and April 4 of this year. Respondents were 18 years of age or older, and had to be Town of Collingwood residents. The survey was also distributed online, through town channels, and 487 residents completed the online version of the survey. The results of the two options (telephone and online) were presented separately.
“It was just to ensure that every resident who wanted their voice heard had the opportunity to do so,” explained Stec of the online option.
“Given the nature of the self-selected data collection method, it’s not statistically valid and results aren’t typically reflective of your population so we won’t be focusing on these results,” she said.
According to the survey, nearly nine in 10 residents rated the overall quality of life in the Town of Collingwood as good or very good. Meanwhile, three in four residents reported that they were satisfied with the town’s government.
When asked about the single most important issue facing the town today, affordable housing (31 per cent) emerged as the top issue, followed by homelessness (11 per cent) and water/wastewater infrastructure (nine per cent).
When asked about the qualities or strengths of the town that make it a vibrant place to live, parks/greenspace (18 per cent) was cited the most, followed by its atmosphere as a small town (16 per cent).
More than four in five residents stated that they are satisfied with the overall level and quality of services provided by the town. Respondents were most satisfied with town services such as fire services (97 per cent), public library (96 per cent), and parks and green spaces (90 per cent).
On the other end of the spectrum, respondents noted the lowest satisfaction with how the town is managing growth and development (52 per cent). According to survey results, there are three areas of improvement the town should focus on: finance/fiscal management, roads/active transportation and managing growth/development.
About three in four respondents think they receive an overall good value for their tax dollars. Meanwhile, about three in five residents agree on either adding new programs and services or maintaining existing programs and service levels, even if it means taxes or user fees will increase.
When it comes to Collingwood’s downtown, 11 per cent of respondents said events and activation are a top priority, followed by diversity (10 per cent) and more parking (nine per cent).
About half the respondents said they had personally contacted or dealt with town employees over the past 12 months. Of those, the most popular reason was to file a complaint or report a problem (12 per cent), followed by requesting an approval or permit (10 per cent), and to find information (10 per cent).
Thinking of that interaction with the town, four in five residents said they were satisfied with the service they received.
Overall, the survey notes that residents are more likely to recommend the town as a place to live to a friend or colleague.
Of the survey results, during council comments Coun. Christopher Baines set his sights on transit. He noted that Collingwood transit is low in satisfaction, however it’s lower than scores for community standards and enforcement.
“Am I to take from that that few of our residents are using transit, but those who are, are satisfied with it?” he asked.
Stec said the survey excludes respondents who don’t provide an answer to a question.
“How can they rate their satisfaction if they don’t know?” said Stec. “It doesn’t give us the whole story.”
Council is having a special meeting on May 9. Any members of the public may attend in person in council chambers at Collingwood town hall, or virtually by Zoom webinar. The meeting will also be livestreamed on the town’s YouTube channel here.
