growth: what our region thinks and how we need to talk about it

GROWTHWhat our region thinks & how we need to talk

about it

We live in a beautiful place. A place I fell in love with 35 years ago when I drove my 15 year-old wheezy car to the PNW and the Ravenna neighborhood. We all know this place is changing quickly – astonishingly so - in ways that are both welcome and troublesome. Thinking about how we sustain this place must be a conversation we are having with all our neighbors across the region. We put together this presentation you are about to watch to expand that conversation, on the issues important to the PNW. First, we needed to understand how our neighbors are thinking about growth and then we explored how to better connect with them around these issues. By speaking to people’s values and priorities, by telling compelling stories that ring true with what everyone sees on the ground, each and everyone of us and our neighbors will invest and act more deeply to sustain this place. This research was developed by Forterra in partnership with the King County Council, Puget Sound Regional Council, and Amazon. It grows out of conversations during spring 20-15 with people who live in King, Kitsap, Pierce and Snohomish counties.

INTRODUCTION TO THIS PRESENTATION

So many of us are doing great work to make sure this place stays healthy and vibrant. Working on conservation, new ways to build, health care, food access, transportation. The list goes on.But we face a tide of challenges from climate change to population growth, from economic inequity to traffic. We need to get ahead of this rising tide. We need to work together to make sure that we grow in a way that our region is a better place for all of us. We need to foster a common vision where everyone has a stake in our future and they know their voices truly matter. Our neighbors care a lot about the quality of life here. They're looking for leadership and vision. They want to be engaged. We hope this presentation provides a good starting place.Thank you,Gene Duvernoy, President, Forterra

.

INTRODUCTION TO THIS PRESENTATION

CONTEXT

1.

2.

3.

Who is Forterra—why we do what we do?

Local & global forces are profoundly transforming region

Cities – from environment's worst enemy to sustainability’s best friend

• Climate Change• Population Growth

• Technology• Economic Shifts

VALUES-BASED RESEARCH STUDY

1.

How we did it

What we learned

How apply it

Why we did it

2.

3.

4.

To learn what our region thinks about growth and how we need to talk about it.

WHY WE DID IT

• Sought partners in the research – PSRC, King County Council, Amazon

• Heart + Mind Strategies • Pioneered the use of values-based

research

HOW WE DID IT

THE RESEARCH

Who? Cascade Region ResidentsSample Size N=638

• King County (n=336)• Kitsap County (n=75)• Pierce County (n=113)• Snohomish County (n=114)

Field Dates May 18th – June 1st, 2015

Interview Method Online

Length 20 minutes

Respondent Criteria

Sample Sourced from online panel.*Screening Criteria:

Live within King, KitsapPierce or Snohomish countiesAt least 18 years of age

Snohomish

King

Pierce

Kitsap

*This survey was designed to be representative on key demographics and geographical dimensions.

What we learned

Pacific Northwest residents enjoy a high quality of life and have a positive outlook – well above the national average – we like the life we have here.

KEY FINDING #1

QUALITY OF LIFE

6.17.2

LIFE IS IMPROVINGPOSITIVE QUALITY OF LIFE

44%

50%Regional AverageU.S. Average

Wrong Track Right Direction

Not Sure

Pierce 22%

Kitsap 29%

King 24%

Snohomish 29%26%

24%

20%

19%

45%

51%

51%

58%

Residents of Snohomish county are least likely to believe things are headed in the right direction, while those in Pierce county are most optimistic.

THE DIRECTION OF THEIR OWN COMMUNITY

INTERESTED 73%

WE ARE AN ENGAGED PEOPLE

INFORMED 62%

Issues related to quality of life

Interest is higher in King (77%) and Pierce (75%) counties than in Snohomish (61%) or Kitsap (64%).

THE RIGHT DIRECTION

Positive

Quality of Life in the Region: Positives outweigh the negative aspects 3 to 1

Negative

As a region we are realistic that growth is inevitable and overall we are optimistic that it will make our lives better.

KEY FINDING #2

GROWTH IS COMING

80%: The best thing to do is plan & prepare

HOW WE FEEL ABOUT GROWTH

Strictly managedor limited

Strongly encourage

d & fostered

29% 54%17%

Over half of residents agree:growth should be encouraged & fostered

Four personal priorities, two positive and two negative, dominate the thinking of Pacific Northwest residents.

KEY FINDING #3

TOP 4 PERSONAL PRIORITIES

Diversity & convenience of our communities

23%

20%

10%

17% Scenic beauty, outdoor recreation & healthy environment

High cost of living & income inequality

Traffic congestion & public transportation

High support for regional vision focusing on natural land preservation, range of affordable housing options, with livable, affordable neighborhoods.

KEY FINDING #4

A COMMON VISION NEEDED

72% feel we’re not doing a good job

82% agree it’s important to have a vision for growth in the region

TOP 6 REGIONAL GROWTH STRATEGIES

GROWTH STRATEGIES % AGREE

Making it safe and convenient to walk or bike to neighborhood stores, businesses, and schools

Preserving and restoring remaining natural areas and creating more play fields, trails, and park facilities

Encourage a range of housing options that meet the needs and budgets of residents

Invest in new roadways and road improvements

Providing more public transportation options (bus, rail, transit)

Protect 1 million acres of working forests (93% of existing timberland) and farms (85% of current agricultural lands) and 265,000 acres of shorelines, natural areas, and parks…

72%

72%

74%

74%

75%

82%

Words matter.

KEY FINDING #5

‘Vision’ is the preferred term to use when communicating a regional plan for the future

followed by ‘action plan’ and ‘strategy.’

‘Vision’ (30%) is the most preferred way to refer to a

regional plan for the future.

HOW WE REFER TO OURSELVES

Pacific Northwest

Puget Sound

Western Washington

Greater Seattle

Washington State

53%

13%

6%

8%

6%

18%

23%

17%

12%

9%

72%

36%

23%

20%

15%

PREFERRED REGION NAME

Second Choice Total

PACIFIC NORTHWEST

COMPELLING WORDS & PHRASES

SolutionsSpecial for Generations to ComeIdeasActionsThoughtfullyUrgentEnvironmentally Friendly GrowthReconnectMutually SupportiveInterdependentConserve Farm & Forest LandsPeople & Land

Help Communities ThriveCherishes its Working& Wild LandscapesCherishes Diverse CommunitiesProsperitySocial Well-beingEnvironmental QualityThoughtfulCompromiseVibrantCommute for HoursConserveSustainable

People & Green SpacesLivable SustainableAffordabilityConservationEqualityLandFairnessHealthy Environment

• “Together we make the difference.”

• “When everyone does a little more, we can do a lot.”

WHAT GENERATES PUBLIC SUPPORT AND INTEREST?

NOW FOR THE TOUCHY FEELY

How we apply it

Strategic Hinge

Attributes/Rational Reasons

Functional Benefits

Emotional Consequences

PersonalValues

Positive and Negative

There is a “strategic hinge” which exists, linking the

attributes and benefits of life in the Cascade Region to the

people

Identifying the rational and emotional drivers of this hinge

is the purpose of “values” research.

Cascade Region Pathways 2015Attributes That Influence Quality of Life

Education system

Weather

TaxesCost of living

Jobs Employment

Varietyto do

Education system

Infrastructure

Traffic Crime

The people/Small town

feel

Family friendly/Strong values

Infrastructure

TrafficIncome Equality

ATTR

IBUT

ESBE

NEFI

TSEM

OTIO

NSVA

LUES

ScenicBeauty

Convenience/Easy Living

Benefits LevelFunctional benefit(s) associated with each factor

Attribute LevelFactor that impacts quality of life

Emotional LevelEmotional benefit(s) associated with each functional benefit

Value LevelPersonal value(s) supported by the emotional benefit

Cascade Region Pathways 2015Functional Benefits

ATTR

IBUT

ESBE

NEFI

TSEM

OTIO

NSVA

LUES



Benefits LevelFunctional benefit(s) associated with each factor

Education system

Children learn more

Weather

Enjoy outdoors/rec

TaxesCost of living

Afford housing/living

Jobs Employment

Earn Money/Money goes further

Varietyto do

Education system

More choices/opportunities

Saves time

Infrastructure

Traffic

Roads safe

Crime

Family safe


feel


Sense of community

Neighbors help

Infrastructure

Traffic

Saves time

Income Equality

ScenicBeauty


Cascade Region Pathways 2015Emotional Benefits

ATTR

IBUT

ESBE

NEFI

TSEM

OTIO

NSVA

LUES



Education system

Children learn more

Children better quality of life

Done a good job

Weather

Enjoy outdoors/rec

Healthy lifestyle

TaxesCost of living


Stay in community

Jobs Employment


Varietyto do

Education system


Provide for others

Less stress

Do more/other

things

Saves time

Infrastructure

Traffic

Roads safe

Feel safe

Crime

Quality of life

Family safe


feel


Sense of community

Neighbors help

Better/Improved community

In control

Spend time w/ family/friends

Mood effect

Infrastructure

Traffic

Saves time

Income Equality

ScenicBeauty


Cascade Region Pathways 2015Complete Map

Education system

Accomplishment

Children learn more


Done a good job

Self esteem

Weather

Enjoy outdoors/rec

Healthy lifestyle

TaxesCost of living


Stay in community

Jobs Employment


Varietyto do

Education system


Provide for others

Less stress

Do more/other

things

Saves time

Infrastructure

Traffic

Roads safe

Feel safe

Crime

Security

Quality of life

Well being Peace of mind

Happiness

Family safe


feel


Sense of community

Neighbors help


In control

Freedom


Mood effect

Satisfaction

EnjoymentBelonging

Family love

Infrastructure

Traffic

Saves time

Income Equality

ATTR

IBUT

ESBE

NEFI

TSEM

OTIO

NSVA

LUES

ScenicBeauty


Cascade Region Values: Traffic (23%)

Education system

Accomplishment

Children learn more


Done a good job

Self esteem

Weather

Enjoy outdoors/rec

Healthy lifestyle

TaxesCost of living


Stay in community

Jobs Employment


Varietyto do

Education system

More choices//opportunitiess

Provide for others

Less stress

Do more/other

things

Saves time

Infrastructure

Traffic

Roads safe

Feel safe

Crime

Security

Quality of life


Happiness

Family safe


feel


Sense of community

Neighbors help


In control

Freedom


Mood effect

Satisfaction

EnjoymentBelonging

Family love

Infrastructure

Traffic

Saves time

Income Equality

ATTR

IBUT

ESBE

NEFI

TSEM

OTIO

NSVA

LUES

ScenicBeauty


Traffic Congestion

21% 2%23%Traffic congestion & public transportation

Traffic CongestionNearly a quarter (23%) of residents identify traffic congestion/not enough public transportation/hard to get around as the area of most concern for residents.

Traffic congestion/ not enough

public transportation

Too much time to getwhere I need to go

Stress

No sense ofwell-being

Residents

Cascade Region

Traffic Congestio

nWe want to eat dinner with our families but traffic has wreaked havoc with our commutes. Now our kids are eating before we get home. Good public transit options would get us home earlier and take away the stress knowing kids do better in school when families eat together.

Cascade Region Values: Scenic Beauty (17%)

Education system

Accomplishment

Children learn more


Done a good job

Self esteem

Weather

Enjoy outdoors/rec

Healthy lifestyle

TaxesCost of living


Stay in community

Jobs Employment


Varietyto do

Education system


Provide for others

Less stress

Do more/other

things

Saves time

Infrastructure

Traffic

Roads safe

Feel safe

Crime

Security

Quality of life


Happiness

Family safe


feel


Sense of community

Neighbors help


In control

Freedom


Mood effect

Satisfaction

EnjoymentBelonging

Family love

Infrastructure

Traffic

Saves time

Income Equality

ATTR

IBUT

ESBE

NEFI

TSEM

OTIO

NSVA

LUES

ScenicBeauty


Scenic Beauty

12%

3%

2%

12%

3%

2%

Scenic BeautyOutdoor Rec

Health of Environment

Scenic BeautyJust over one in ten (12%) view the scenic beauty of the region as having the greatest impact on their quality of life.

Scenic beauty of the region

Enjoy the outdoors/recreat

ional opportunities

Less stress

Well being/ peace of mind

Residents

Cascade Region

Scenic BeautyWe live in an amazing place. We

can wake to Mt. Rainier, hike in the Cascades and return home to a sunset over the Olympics. The water, mountains, trees and our urban parks are not only beautiful, they provide a healthier lifestyle and well being for us all.

PUT IT ALL TOGETHER

DNA/PERSONA hopeful, responsible, resourceful, diversity, work together

PERSONAL PRIORITIES

OUR VALUES

WORDS THAT CONNECT

1.

2.

3.

4.

Keeping this place special for generations to come is important to each of us here in the Pacific Northwest. We have much to cherish: the natural beauty of our landscapes, the breadth and variety of recreational activities and amenities that enrich our lives, and our people and communities. Of course with this abundance comes inevitable growth and responsibility. If we don't plan and prepare for it – if we don’t do a better job – the positive changes growth can bring will be outweighed by the negative ones – more and more traffic congestion, not enough transportation options, growing lack of affordable housing, increasingly higher cost of living and rising income inequality.The good news: Pacific Northwesterners are hopeful. We are a resourceful bunch working hard to reconnect people and place. By focusing on thoughtful solutions, including environmentally friendly growth that preserves our natural lands and provides all people with affordable and livable communities, we can better enjoy the benefits of living here.Together we can make the difference and sustain this place we love.

PACIFIC NORTHWEST VISIONING NARRATIVE

• Developing a communications guide to share broadly.

• This will allows us to speak with a stronger common voice and amplify our impact regionally.

• To move the population to act – vote, volunteer, donate, live differently, etc.

WHAT FORTERRA IS DOING

Christopher Slide 1

Christopher Slide 2

Christopher Slide 3

THANK YOU

www.forterra.org