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City of Thunder Bay

Proposed Event and Convention Centre Public Opinion Survey


Draft Report - June 9, 2014
Table of Contents
2
Survey Objectives 3
Survey Methodology 4
Reporting Conventions 5
Detailed Survey Results 6
-- Awareness of Proposed Event Centre 8
-- Current Support/Opposition to Proposed Event Centre 9
-- Concerns and Attitudes Towards Proposed Event Centre 12
-- Acceptability of a Property Tax Increase 16
-- Understanding the Issues that Impact Support or Opposition 17
-- Reaction to Additional Facts about the Proposed Event Centre 19
-- Support for Event Centre Assuming a 1% Property Tax Increase 21
Summary of Findings 23
Appendix A: Ward Profile 27
Appendix B: Spectator Events and Demographic Profile 30
Appendix C: Questionnaire 33
Ipsos Contact Information 40
Survey Objectives
Ipsos Reid is pleased to present the City of Thunder Bay with the results of the statistically
valid public opinion survey regarding the proposed event and convention centre (event
centre).

The survey is intended to:
Gauge unaided and aided awareness of the proposed event centre project and
process;
Measure levels of support and opposition to the proposed event centre based on the
publics current understanding of the project and when provided with more
information about the project;
Identify the issues that are important to whether residents support or oppose;
Seek residents concerns about the proposed event centre;
Gauge expectations for potential property tax increase and affordability levels; and
Understand patterns of participation in spectator events.
3
Survey Methodology
4
The survey was conducted by telephone between May 8 and 22, 2014 among a random
and representative sample of 1,000 City of Thunder Bay residents aged 18 or older.

The sampling method was designed to complete interviews within households randomly
selected across the City (RDD method). A total of 150 interviews were targeted to cell
phone only households.

Sample quotas were set for ward, age, and gender. Further, the data has been statistically
weighted to ensure the samples age and gender composition reflects that of the actual
population of the City of Thunder Bay according to the 2011 Statistics Canada Census.

A sample of 1,000 interviews produces results which can be considered accurate within
3.1 percentage points, 19 times out of 20. The margin of error will be larger for sub-
groups of the data.

In this report, results are expressed as percentages unless otherwise noted. Results may
not add to 100% due to rounding or multiple responses.
Reporting Conventions
Statistically Significant Differences
Statistically significant differences between sub-groups are identified by letter.
A percentage that has a letter beside it indicates that this percentage is significantly higher
than the percentage in the specific letter column.
In the example below, Thunder Bay residents over the age of 35 are more likely to be aware
of the proposed event centre (96% aware among 35 54 year olds and 97% among those
55+) compared to residents between the ages of 18 and 34 (74%). Similarly, residents who
own their home are significantly more likely to be aware of the event centre (94%)
compared to those who are renting (78%).
Age Rent/Own Home
18-34 35-54 55+ Rent Own
C D E U V
% Aware 74% 96%C 97%C 78% 94%U
5
Detailed Results
6
Most Important Issues Facing the City Today (Total Top Mentions)
7
On an unaided, or unprompted basis, only 13% name the proposed event and convention centre as one of the most
important issues currently facing the City today. Roads (34%), taxes/budget (26%),infrastructure renewal (24%) and
jobs (16%) are the most important issues currently facing the City of Thunder Bay, when asked unaided.
Q1. To begin, in your view what are the most important issues facing the City today? That is, what issues should receive the greatest attention from City
Council? Base: All respondents (n=1000)
*Responses less than 4% are not shown.
34%
26%
24%
16%
13%
9%
9%
5%
5%
5%
5%
5%
4%
Roads
Taxes/Budget
Infrastructure Renewal
Jobs
Proposed Event & Convention Centre
Economic Development
Police/Crime/Public Safety
Recreation Services
Waterfront Revitalization
Environment
Healthcare
Poverty and Homelessness
Downtown Revitalization
23%
21%
17%
15%
13%
11%
9%
Transportation
Economy
Crime
Taxation/ Municipal Gov't Spending
Social Issues
Infrastucture Renewal
Community Revitalization
2013 Citizen Satisfaction Study
8
Nine-in-ten (91%) residents are aware of the planning for a new event and convention centre (residents over 35
and those who own their home are more likely to be aware of the project). The most common topics residents have
heard about the proposed centre are the location, issues or concerns about costs, parking, that there is
opposition/controversy, notions of acquiring a hockey team and that the project is in the planning stages.
Q2. Are you aware that the City is planning for the development of a new event and convention centre which will be a regional facility for sport tourism, conventions
and other major events? Base: All respondents (n=1000) Q3. What specifically, have you heard about the proposal for the event and convention centre? Anything else?
Base: Aware of the proposed centre (n=909)
Awareness of Proposed Event and Convention Centre
Aware of Event Centre Heard About Event Centre
52%
34%
10%
9%
29%
19%
7%
10%
9%
7%
7%
5%
4%
4%
4%
4%
9%
Location (NET)
Location
Waterfront/ marina location
Downtown (location)
Financial/ Revenue (NET)
Issues/ concerns regarding cost
Issues/ concerns regarding funding
Parking issues/ lack of parking
Debate/ controversy/ opposition
Acquiring hockey team(s)
In planning/ proposal stages
(Multipurpose) Event centre
Media (NET)
Uneccessary/ bad idea
Project/ plan is in motion/
(Larger) Size of facility/ seating
Don't know
91%
9%
Yes
No
Location
(NET)
Financial
(NET)
9
A majority of those aware of the project support the proposed event centre (61%) - either strongly (31%) or
somewhat (30%). The 33% who oppose the propose event centre is comprised of 11% who are somewhat
opposed and 22% who are strongly opposed.
Among the 9% of residents who are unaware of the proposed event centre, 61% support, but fewer oppose
(24%) and more dont know and are unsure until they hear more details (16%).
Q4. Based on what you currently know, do you strongly support, somewhat support, somewhat oppose or strongly oppose the development of the proposed event and
convention centre? Base: Aware of the proposed event centre (n=909) Base: Unaware (n=91). [2013 wording is agreement scale see below]
Current Support/Opposition to Proposed Event Centre
31%
23%
30%
38%
11%
7%
22%
17%
4%
8% 8%
Strongly support Somewhat support Somewhat oppose
Strongly oppose Depends (on details) Don't know / refused
61%
61%
Strongly &
Somewhat Support
*Values less than 3% not labeled.
Support among
those aware
Support among
those unaware
Unchanged from 61% in 2013 Citizen Satisfaction Study
16b. Now we would like to focus on major capital programs or projects the City is working on itself or in partnership with the community. Please i
ndicate your level of agreement with each of the following major capital programs or projects which will require future City spending. Would yo
u say you (READ SCALE)?
10
Residents support the proposal because the City needs a new/bigger/better facility, the growth and development
and because of the sporting events and entertainment the facility will host. Residents oppose the proposal because
they believe the City cannot afford it, it is the wrong location, they believe it is not a priority, it is a waste of money,
because it will increase taxes, and not enough parking.
Q5. Why do you support the proposed event and convention centre / oppose the proposed event and convention centre/say your support or opposition
for the proposed event and convention centre depends? Base sizes vary
27%
26%
14%
6%
5%
4%
22%
18%
17%
9%
6%
7%
Reason for Support/Opposition to Proposed Event Centre
Why Support
34%
25%
22%
15%
14%
10%
6%
6%
City can't afford it
Wrong/ bad location
Not Necessary/Priority
Waste/ better use of
money
Increase/ tax burden
No/ not enough
parking
Other negative
mentions
Don't know
Why Oppose
Needs new/ bigger/ better facility
Growth (Net)
Growth/ development of the city
Economic growth/ progress
Creates/ generates jobs/ employment
Brings/ creates businesses
Brings (sport) events/ entertainment
Good for everyone/ community/city
Promotes tourism/ tourist attraction
Generates (tax) money/ revenue
Good for youth
Don't know
Under the
theme of
growth.
Mentions less than 6% not displayed.
11
Among the 33% of residents who oppose the proposed event/convention centre, reasons for opposition are
split. Four-in-ten (41%) of those who currently oppose the proposed event centre, oppose the current
proposal, but support the development of a new event centre. On the other hand, half (49%) of residents who
oppose the current proposal, oppose the development of any new event/convention centre.

There are no significant socio-demographic differences between the two positions towards the event centre.
Q6.Which of the following is closest to your view? Base: Strongly/somewhat oppose the development of the proposed event and convention centre (n=300)
Do Those Opposed, Oppose The Current Proposal or Any Event Centre
41%
49%
10%
I oppose the current proposal, but
support the development of a new
event and convention centre.
I oppose the development of a new
event and convention centre of any
kind.
Don't know
12
Top concerns about the proposed event centre include parking issues (30%), location (29%), and uncertain costs
(28%). Other concerns include property tax increases (23%), traffic congestion (13%), lack of government
funding (10%), proper utilization/attendance (4%) and competition (4%).
Q11. What concerns, if any, do you have about the proposed event centre? Base: All respondents (n=1,000)
30%
29%
28%
23%
13%
10%
4%
4%
15%
3%
Parking issues
Location of site
Uncertain costs
Property tax increase
Traffic congestion
Lack of Federal/Provincial funding
Proper utilization/ attendance/ attraction concerns of event centre
Competition
None
Don't know / refused
Concerns about the Proposed Event Centre (Total Mentions)
Mentions less than 4% not displayed.
13
Q8. Please indicate if you strongly agree, somewhat agree, somewhat disagree or strongly disagree with the following? Whenever I say event centre I am
referring to the proposed event and convention centre. Base: All respondents (n=1000)
44%
44%
45%
33%
48%
34%
32%
34%
35%
35%
33%
42%
22%
35%
37%
32%
10%
9%
11%
13%
11%
13%
14%
10%
10%
5%
7%
10%
12%
16%
14%
20%
3%
8%
4%
7%
3%
4%
5%
A new event centre will increase the number of sporting
and entertainment events that are held in the city.
A new event centre will increase the property taxes for
residents.
A new event centre should only happen with funding
from other levels of government and the private sector.
A new event centre will create a number of new jobs in
the city.
I am concerned the new event centre will not have
enough parking.
A new event centre will increase tourism in the city.
A new event centre will result in economic growth in the
city.
A new event centre might be expensive but it's worth it
in the long run.
Strongly agree Somewhat agree Somewhat disagree Strongly disagree Dont know
Most residents (78%) agree that the new event centre will increase the number sporting and entertainment
events held in the city. They also expect property taxes will increase. Most feel the event centre should only
happen with funding from other levels of government and the private sector. Nearly as many feel the new
centre will create new jobs in the city. Fully seven out of ten residents are concerned the new centre will not
have enough parking (48% strongly).
Attitudes Towards Event Centre
Strongly/
Somewhat agree
78%
78%
78%
75%
70%
69%
68%
66%
14
Q8. Please indicate if you strongly agree, somewhat agree, somewhat disagree or strongly disagree with the following? Whenever I say event centre I am
referring to the proposed event and convention centre. Base: All respondents (n=1000)
A majority of Thunder Bay residents are concerned about the potential for traffic congestion problems (66%) and
that the event centre will be costly to operate (57%). Just over half of residents believe the event centre will help
retain youth in Thunder Bay (55%). Half of residents trust the City to make decisions about the proposed event
centre (55%) and believe the City has done a good job of consulting with the public (50%). Six-in-ten (61%)
disagree that the current facilities are adequate and that a new event centre is not needed. Only three-in-ten
agree that the new event centre will negatively impact the operations of the community auditorium or banquet
halls.
Attitudes Towards Event Centre (Cont)
Strongly/
Somewhat agree
66%
57%
55%
55%
50%
42%
36%
30%
41%
33%
23%
23%
18%
17%
16%
11%
26%
24%
32%
32%
32%
25%
20%
19%
16%
22%
19%
15%
17%
27%
22%
31%
13%
14%
23%
27%
28%
25%
39%
34%
5%
8%
4%
3%
5%
6%
3%
6%
The amount of traffic a new event centre will generate
will create congestion problems in the downtown.
A new event centre will cost the city too much money to
build and operate.
A new event centre will help keep our young people in
the city by giving them more to do
I trust the City Council to make decisions about the
proposed event centre in the best interests of residents.
The city has done a good job of consulting with the
public on the proposed event centre.
A new event centre will negatively impact the operation
of the community auditorium.
Thunder Bay does not need a new event centre,
because the current facilities are adequate.
A new event centre will negatively impact the operation
of community facilities such as banquet halls.
Strongly agree Somewhat agree Somewhat disagree Strongly disagree Dont know
15
Half (49%) of respondents did not know what to expect when asked about increases in annual residential
property taxes to build and operate the event/convention centre. Among those who provided an answer,
estimates were varied. However, 36% of residents anticipate a potential property tax increase greater than 1%.
Q9. Thinking about the costs required to build and operate the event and convention centre, how much do you expect annual residential property taxes will have to
increase for the average home? Base: All respondents (n=1000)
2%
6%
8%
5%
5%
7%
11%
8%
49%
Less than 1%
1%
2%
3%
4%
5%
6% or more
I dont think property taxes will go up
I dont know
Anticipated Potential Property Tax Increase as a Result of Event Centre
Respondents were permitted to answer this question as either a percentage or a dollar figure. All responses have been converted to a percentage for
ease of analysis.
16
12. The cost to construct the event centre will need to be paid for in in part by the Federal and Provincial governments and potentially the private sector. However,
some of the construction and operating cost will have to be covered by the City and may result in an increase in property taxes. In your view, is _____ very acceptable,
somewhat acceptable, not very acceptable or not at all acceptable for residents to pay for the new event centre? Base: All respondents (n=1000)
35%
24%
29%
33%
10%
12%
24%
28%
Up to a 1% property tax increase (the equivalent of up
to $24 per year for the average homeowner)
Up to a 1.5% property tax increase (the equivalent of or
up to $36 per year for the average homeowner)
Very acceptable Somewhat acceptable Not very acceptable Not at all acceptable
The majority of Thunder Bay residents believe that a potential 1% property tax increase (64%) and to a lesser
extent a 1.5% potential property tax increase (58%) is acceptable (very/somewhat) to cover the construction
and operating costs for the proposed event and convention centre.
Acceptable Property Tax Increase
Very/ Somewhat
acceptable
64%
58%
Understanding The Issues that Impact Support and Opposition
On the next slide is a Derived Importance Gap Analysis
One of the methods used to understand the issues that are most important to whether or not
residents support or oppose the proposed event centre project is Correlation Analysis. In this
project, Correlation Analysis has been conducted between the issues/statements in Question
8 and overall support or opposition to the project assuming a potential 1% property tax
increase (Question 13). The degree to which each statement is correlated to
support/opposition is indicated by a correlation co-efficient (ranging from 0 to 1). The closer
to 1, the stronger the correlation, thus the more important it is to whether or not residents
support or oppose the project.
The correlation coefficients have been plotted along the x-axis and the current level of
agreement with the statement/issue has been plotted along the y-axis, to reveal which issues
the City should focus on addressing in order encourage more residents to support the
proposed project.
17
1% increase is
acceptable
1.5% increase is
acceptable
Might be expensive but
worth in in the long run
Economic growth
More tourism
Cost too much*
Trust Council to make
decision in best
interests of residents
More events
We dont need it*
Will keep young people
in the city
City has done good
job consulting residents
Create new jobs
Negatively impact
auditorium*
More traffic
congestion*
Not enough parking*
Increased property
taxes*
0.3
0.4
0.5
0.6
0.7
0.8
0.9
30% 40% 50% 60% 70% 80% 90%
Once told of the 1-1.5%
increase this concern
goes away for a majority
of residents
What Do Residents Need To Know to Support Event Centre?
18
KEY STRENGTH: The degree to which residents find a 1% or 1.5% property tax increase acceptable is a strong predictor
of support or opposition to the centre. Once told to estimate a 1.5% increase the majority of residents (58%) feel the
increase is acceptable (64% find a 1% increase acceptable). Thus, the City should communicate the 1% figure with
residents as soon as it is confirmed in order to help solidify and grow support.

KEY WEAKNESS: The City needs to do a better job explaining why the centre is needed and that it will be worth the
expense in the long run. Many residents who oppose do not fully understand/accept this. Secondarily, the City needs to
demonstrate that it has an effective plan in place to mitigate traffic and parking concerns. This is a concern for many
who currently oppose the project.
Current Level of Agreement (% Agree)
S
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Stronger
Weaker
Low High
Weakness
Strength
Secondary
Strength
Secondary
weakness
19
Q10. Now, for each of the following statements from the Citys (Phase 2) Feasibility Study, please tell me if it makes you much more, somewhat more,
somewhat less or much less likely to support the proposed event and convention centre or does it have no impact on your view. Base: Those aware who
oppose the current proposal but support a new centre (n=124), Those aware who oppose any new centre (n=146)
8%
4%
7%
25%
15%
25%
14%
16%
12%
16%
15%
19%
25%
21%
33%
28%
39%
28%
36%
4%
6%
4%
Oppose current proposal, but
support new centre
Oppose new centre of any
kind
Oppose current proposal, but
support new centre
Oppose new centre of any
kind
Much more likely Somewhat more likely Somewhat less likely
Much less likely Has no impact Dont know
The facts and information below are modestly effective in motivating support among those who are aware of the
proposed centre and are currently opposed. About one-quarter (including one-third of those who oppose the
current proposal, but support a new centre and roughly two-in-ten of those who do not support any development)
say they are more likely to support the proposal centre after learning the estimate of $150 million in incremental
economic benefit to Thunder Bay or that the event centre will contribute to economic diversification and
revitalization of the downtown core/waterfront.

Reaction To Facts about the Proposal (Among Those Opposed)
Much more/
Somewhat more
likely
33%
19%
32%
15%
During construction there will
be approximately $150 million
in total incremental economic
benefits for Thunder Bay
including new employment
income
The event centre will
contribute to economic
diversification of the City and
revitalization of the downtown
core and waterfront district

Results less than 3% are not shown.
20
Q10. Now, for each of the following statements from the Citys (Phase 2) Feasibility Study, please tell me if it makes you much more, somewhat more,
somewhat less or much less likely to support the proposed event and convention centre or does it have no impact on your view. . Base: Those aware who
oppose the current proposal but support a new centre (n=124), Those aware who oppose any new centre (n=146)

6%
3%
24%
13%
24%
12%
14%
15%
15%
10%
23%
27%
20%
28%
26%
38%
29%
41%
8%
7%
8%
6%
Oppose current, but
support new centre
Oppose new centre of
any kind
Oppose current, but
support new centre
Oppose new centre of
any kind
Much more likely Somewhat more likely Somewhat less likely
Much less likely Has no impact Dont know
Reaction is similar to the other two facts below (about 20% are more likely to support the proposed event
centre). The 20% figure is based on 3 in ten of those opposed to the current proposal and one in ten of those
opposed to a new centre of any kind.
Much more/
Somewhat more
likely
30%
13%
28%
15%
New events and conferences
are expected to generate over
$6 million annually in spending
by out-of-town visitors to the
facility
The event centre is projected
to host an estimated 270
events annually compared to
approximately 55 events
currently at the Fort William
Gardens
Reaction To Facts about the Proposal (Among Those Opposed)
21
In order to determine whether support for the event and convention centre shifts after hearing information
about the proposed event centre, overall support was asked once again at the end of the survey. As it turns
out, support for the event and convention centre does not decrease once residents hear there may be a 1%
property tax increase. Overall support holds at six-in-ten (62%).

Q13. If the Citys (Phase 3) feasibility study, currently in progress, determines that a 1% increase in property taxes is required (the equivalent of up to $24 per
year for the average homeowner) to cover the Citys cost to build and operate the proposed event and convention centre - would you say that you strongly
support, somewhat support, somewhat oppose or strongly oppose the proposed event centre, knowing this? Base: All respondents (n=1000)
Support for Event Centre Post Property Tax and Event Fact Information
31%
34%
30%
28%
11%
10%
22%
24%
4%
Strongly Support Somewhat Support Somewhat Oppose
Strongly Oppose Depends Don't know
61%
62%
Strongly &
Somewhat Support
Initial (pre) Support
Final (post) Support
*Values less than 3% not labeled.
22
I cannot see where the parking will be.
People will be walking 10 minutes; they will
not walk 10 blocks to go to this event centre.
Somewhat support
Somewhat oppose
Strongly oppose
The city cannot afford it. There
is not enough entertainment to
utilize the centre, and there are
other buildings that can be used
for events. The money should be
invested towards improving
hospitals and roads. Myself and
my family will not attend.
28%
10%
24%
Profiling Residents on
Support/Opposition
(Excludes 4% who are undecided)
Oppose any centre (uncertain costs, City cant afford it & insufficient parking)
Skew older (Average age 56) Less likely to attend events
Less likely to have children <18 Most likely to own home
Skew lower household income Skew priority on roads & taxes
Skew toward Neebing and Westfort
Skew older (Average age 54)
Oppose proposed plan, but like the idea of centre believe it is the wrong location
Would rate see Council focus on other issues e.g. roads ahead of this
Skew younger (Average age 46)
Believe it will generate tax revenue for city
Some believe it is being planned in the wrong location
Strongly support
We need growth in the city and I think it
is helpful to quality of life; my children
and grand children will benefit.
Because I am into sports and the city
needs it.
34%
Skew younger (Average age 48)
Skew toward McIntyre and Red River Wards
More likely to have children <18
Higher household income
Most likely to believe it will generate
business/tourism



Because it will be great for the city and bring
in revenue, tourism and hockey.
I think it's a well needed facility, but they are
planning it in the wrong area.
Summary of Findings
23
Key Insights
Nearly all residents are aware of the proposed event centre, but it is not a top of mind issue in the city.
Nine-in-ten (91%) residents are aware of the proposed event centre, but only 13% name the project, unaided, as
one of the most important issues facing the city.

Based on residents current understanding of the proposal, a majority support it.
Six-in-ten (61%) residents aware of the proposal support it (31% strongly support and 30% somewhat support).
One-in-ten (11%) are somewhat opposed and 22% are strongly opposed with 6% of residents unsure of their
opinion or indicate that their view depends on more information on issues such as costs . Of those who were
hearing about the proposal for the first time during the survey (n=91 residents), 61% indicate support.

Four-in-ten of those opposed to the proposed event centre dislike the current proposal, but support the
development of new centre.
Of the 33% who oppose the proposed centre, four-in-ten (41%) say they oppose the current proposal, but support
the development of a new event centre, and five-in-ten (49%) say they oppose the development of any new
event/convention centre. One-in-ten (10%) are unsure if they oppose the proposal or any development.

Uncertainty about the costs of the construction, location of centre and parking are the greatest concerns among
residents. However, the primary reasons for support or opposed (as stated by residents and derived from
Correlation Analysis) are focused on whether or not residents believe the new centre is needed, that it will be
worth the investment and whether or not the city can afford it.
Top concerns about the proposed event centre include parking issues (30%), location (29%), and uncertain costs
(28%). Other concerns include the amount of property tax increase required (23%), increased traffic congestion
(13%), and concerns about a lack of government funding (10%).
The primary reasons given for support are: that the city needs a bigger/better facility and that it will lead to
economic growth, while the primary reasons for opposition are: the city cant afford it, it is a bad location, and that
it is not necessary.
24
Key Insights

Six-in-ten residents (64%) indicate a 1% potential increase in property taxes to cover construction and
operating costs is acceptable (58% find a 1.5% increase acceptable).
Prior to being instructed to consider the possibility that property taxes could potentially increase by 1%
or 1.5%, residents were asked to estimate how much they would expect annual residential property taxes
to go up to cover the construction and operating costs associated with the proposed centre. While nearly
half (49%) had no idea, most others (36%) indicated that they expect property taxes to potentially go up
by more than 1%.
Once told to consider the possibility of a 1% and 1.5% increase, a majority of Thunder Bay residents
believe that a 1% property tax increase (64%) and to a lesser extent a 1.5% property tax increase (58%) is
acceptable (very/somewhat).

Support for the proposed centre remains at six in ten assuming a 1% property tax increase.

If Phase 3 determines that a 1% property tax increase is required, support for the project holds at 62%
(34% strongly and 28 somewhat support). One-third (34%) oppose (10% somewhat and 24% strongly)
and 4% say it depends/dont know.

There are some shifts however, 14% of those who currently oppose the project say a potential 1%
property tax increase is acceptable, while 10% of those who currently support the project say they would
oppose it on the basis of the potential 1% property tax increase.
25
Recommendations
Demonstrating that the new event centre justifies a potential 1% property tax increase is a key task for
the City.
The City should communicate the potential 1% property tax figure with residents as soon as it is
confirmed in order to help solidify support and alleviate the uncertainty of costs. The survey indicates
that the degree to which residents find a 1% property tax increase acceptable is a strong predictor of
support or opposition to the centre.
It is equally important for the City to put more focus on communicating the benefits of the event centre
and that it will be worth the expense in the long run. Gaining funding commitments from other levels of
government and private sector will also be important to demonstrating affordability and strengthening
public support for the project.
Finally, the City needs to demonstrate to residents why the proposed location is the best option and that
it has an effective plan in place to mitigate traffic and parking concerns.
26
Appendix A: Ward
Profile
27
Attitudes Towards Event Centre
Westfort residents, who are least supportive of the proposal, are also most likely to be concerned with
insufficient parking (81%), congestion problem downtown (74%) and believe that the city does not need
a new event centre because the current facilities are adequate (46%).
Red River residents are the least concerned about parking or traffic and most likely to agree that the
current facilities are inadequate.
28
Current
River
McIntyre McKellar Neebing Northwood
Red
River
Westfort
% Agree F G H I J K L
Overall Support
(Q13)
68%L 68%L 68%L 58% 58% 61% 53%
Concerned about
not enough
parking
70% K 62% 69% 73% K 75% GK 58% 81% FGHK
Will create
congestion
problems in the
downtown
59% 64% 65% 70% FK 73% FK 57% 74% FK
Does not need
event centre
current facilities
are adequate
33% 33% 37% 35% 37% 29% 46% FGK
* For an explanation on statistical letters, see reporting conventions on slide 5.
29
Support for the proposed event and convention centre is highest in McIntyre (68% including 49% strongly
supportive), followed by Current River, and McKellar wards (68% support) and lowest in Westford (53%)
where Fort Williams Garden is currently located. It is unknown if support for the current proposal may
increase among Westfort residents once residents learn the future use of Fort Williams Gardens.
Q13. If the Citys (Phase 3) feasibility study, currently in progress, determines that a potential 1% increase in property taxes is required (the equivalent of up to $24 per
year for the average homeowner) to cover the Citys cost to build and operate the proposed event and convention centre - would you say that you strongly support,
somewhat support, somewhat oppose or strongly oppose the proposed event centre, knowing this? Base: All respondents (n=1000)
Support for Event Centre Post Property Tax and Event Fact Questions
WARD PROFILE
Overall
Total
Current
River
McIntyre McKellar Neebing Northwood
Red
River
Westfort
F G H I J K L
Strongly
support
34% 37%L 49%FHIJL 35%L 31% 28% 39%JL 22%
Somewhat
support
28% 32%G 18% 33%G 26% 30%G 22% 32%G
Somewhat
oppose
10% 7% 10% 10% 12% 8% 11% 16%FJ
Strongly
oppose
24% 20% 22% 17% 27%H 31%FH 22% 27%
Overall
Support
62% 68%L 68%L 68%L 58% 58% 61% 53%
* For an explanation on statistical letters, see reporting conventions on slide 5.
Appendix B:
Demographics &
Attendance at
Spectator Events
30
31
Q14. Thinking about the past 12 months, including all four seasons, how often have you? Would you say you go more than once a week, every couple of weeks, once a
month, every couple of months, once or twice a year, every couple of years, or never. Base: All respondents (n=1000)
48%
39%
16%
18%
14%
34%
25%
35%
28%
31%
17%
36%
48%
53%
54%
Paid to see shows, plays or musical events in Thunder Bay
Paid to see sporting events in Thunder Bay
Paid to see shows, plays or musical events out of town
Attended conferences/conventions either in/outside Thunder Bay
Paid to see sporting events out of town
Often (Every couple of months- More than once a week) Once in a while (Once or twice a year/ Every couple of years) Never
Currently, more Thunder Bay residents pay to see shows, plays or musical events in Thunder Bay than sporting
events. Roughly half (45%-51%) of residents report paying to see shows or sporting events outside Thunder Bay
at least every couple of years. This includes 1 to 2 in 10 who report paying to see shows or sporting events
outside Thunder Bay every couple of months or more often.



Attendance at Spectator Events In and Outside of Thunder Bay
Demographic Profile
Number of Children under 18 in home
0 73%
1 12%
2 11%
3 or more 4%
Age
18-34 26%
35-54 35%
55+ 39%
Gender
Male 48%
Female 52%
Rent or Own Home
Own 83%
Rent 13%
Neither 3%
Own/ Operate Business
Yes 10%
No 90%
Household Income
Less than $25,000 6%
$25,000 to less than $50,000 13%
$50,000 to less than $75,000 20%
$75,000 to less than $100,000 16%
$100,000 to less than $125,000 12%
$125,000 to less than $150,000 6%
Greater than $150,000 7%
Don't know / refused 21%
32
Appendix C:
Questionnaire
33
2014 Questionnaire
INTRODUCTION: Hello, my name is __________________ - Im calling from Ipsos Reid, a national public opinion research company on
behalf of the Corporation of the City of Thunder Bay. WE ARE NOT SELLING ANYTHING We are conducting a survey among residents
of Thunder Bay regarding important municipal issues. All of your responses will be kept strictly anonymous and confidential.
Were interested in hearing from a broad cross-section of residents over the age of 18. Is there anyone in your household who is 18 to
34 years old?
(IF YES) Can I speak to that person?
(ARRANGE CALL-BACK IF 18-34 YEAR OLD HOUSEHOLD MEMBER IS UNAVAILABLE)
(IF NO MEMBERS OF THE HOUSEHOLD ARE 18-34 YEARS OF AGE) May I speak to the person in the household who last had a birthday?
(IF RESPONDANT IS DIFFERENT FROM FIRST CONTACT, RE-READ INTRODUCTION)
(IF RESPONSE ASKS ABOUT HOW LONG THE SURVEY WILL TAKE READ: The survey will take approximately 10 minutes.)
SCREENER QUESTIONS
A) Before we get started, does anyone in your household work for (READ LIST)?
An advertising agency
The media that is a radio or TV station, newspaper, magazine or online news agency
A market research firm
OR
[ASK LAST] Is an elected official or senior management of the City of Thunder Bay
(DO NOT READ) None
[IF NONE, CONTINUE. OTHERWISE (INCLUDING DK/REF), THANK AND TERMINATE]
B) Do you live in The City of Thunder Bay? That is within the city limits and not neighbouring municipalities.
Yes
No

34
2014 Questionnaire
C) Record gender.
D) What year were you born in?

Important Issues Facing the City of Thunder Bay
To begin, in your view what are the most important issues facing the City today? That is, what issues should receive the greatest
attention from City Council? [Open-ended question. Used pre-coded list]

Awareness of Proposed Event Centre
2. Are you aware that the City is planning for the development of a new event and convention centre which will be a regional facility for
sport tourism, conventions and other major events?

Yes
No
Dont know
3. What specifically, have you heard about the proposal for the event and convention centre? Anything else? (RECORD ALL
MENTIONS)

Current Support/Opposition to the Proposed Event Centre
4. Based on what you currently know, do you strongly support, somewhat support, somewhat oppose or strongly oppose the
development of the proposed event and convention centre?

Strongly support
Somewhat support
Somewhat oppose
Strongly oppose
Dont know
Depends (on details such as how much it will cost etc.)
35
2014 Questionnaire
5. Why do you [IF STRONGLY OR SOMEWHAT SUPPORT IN Q4 INSERT
support the proposed event and convention centre IF STRONGLY OR
SOMEWHAT OPPOSE IN Q4 INSERT oppose the proposed event and
convention centre IF DEPENDS AT Q4 INSERT say your support or
opposition for the proposed event and convention centre depends] ?
(OPEN-END, RECORD ALL MENTIONS)

6. Which of the following is closest to your view?
I oppose the current proposal, but support the development of a new event
and convention centre.
I oppose the development of a new event and convention centre of any kind.

7. Recognizing that you are not aware of the details of the proposal, do you
generally support or oppose building a new event and convention centre to
replace Fort William Gardens? Is that strongly or somewhat?

Strongly support
Somewhat support
Somewhat oppose
Strongly oppose
Dont know
Depends (on details such as how much it will cost etc.)
36
8. Please indicate if you strongly agree, somewhat agree,
somewhat disagree or strongly disagree with the following?
Whenever I say event centre I am referring to the
proposed event and convention centre.

A new event centre will increase tourism in the city.
A new event centre will create a number of new jobs in the
city.
A new event centre will result in economic growth in the
city.
A new event centre will increase the number of sporting
and entertainment events that are held in the city.
A new event centre will help keep our young people in the
city by giving them more to do
A new event centre will increase the property taxes for
residents.
A new event centre will cost the city too much money to
build and operate.
A new event centre should only happen with funding from
other levels of government and the private sector.
The city has done a good job of consulting with the public
on the proposed event centre.
Thunder Bay does not need a new event centre, because
the current facilities are adequate.
A new event centre might be expensive but its worth it in
the long run.
I trust the City Council to make decisions about the
proposed event centre in the best interests of residents.

2014 Questionnaire
A new event centre will negatively impact the operation of the community
auditorium.
A new event centre will negatively impact the operation of community
facilities such as banquet halls.
The amount of traffic a new event centre will generate will create congestion
problems in the downtown.
I am concerned the new event centre will not have enough parking.

Strongly agree
Somewhat agree
Somewhat disagree
Strongly disagree
Dont know

Gauge Anticipated Property Tax Increase

9. Thinking about the costs required to build and operate the event and
convention centre, how much do you expect annual residential property
taxes will have to increase for the average home?
[Open-end, record amount in $ or %]
I dont think property taxes will go up [Single punch]
I dont know [Single punch]
37
Impact of Proposed Event Centre Facts on
Support/Opposition

10. Now, for each of the following statements from the
Citys (Phase 2) Feasibility Study, please tell me if it makes
you much more, somewhat more, somewhat less or much
less likely to support the proposed event and convention
centre or does it have no impact on your view.

The event centre is projected to host an estimated 270
events annually compared to approximately 55 events
currently being held at the Fort William Gardens.
During construction of the event centre there will be
approximately $150 million in total incremental economic
benefits for Thunder Bay including new employment
income.
New events and conferences are expected to generate over
$6 million annually in spending by out-of-town visitors to
the facility
The event centre will contribute to economic diversification
of the City and revitalization of the downtown core and
waterfront district.

Much more likely
Somewhat more likely
Somewhat less likely
Much less likely
OR has not impact
Dont know
2014 Questionnaire
11. What concerns, if any, do you have about the proposed event centre?
(OPEN-END, RECORD ALL MENTIONS)
(DO NOT READ LIST)
Property tax increase
Uncertain costs
Lack of Federal/Provincial funding
Parking issues
Traffic congestion
Location of site
Competition
Feasibility of AHL team
Impact on LU/Lakehead/University Thunderwolves (hockey team)
Other (Specify)
None

[Split Sample: n=500 get asked 1% and then 1.5% and the other n=500 get
asked 1.5% and then 1%.]
(Interviewer Note: this split sample is to ensure that there is no biasing of
results depending on the order with which the percentages are read out to
respondents.)
12. The cost to construct the event centre will need to be paid for in in part
by the Federal and Provincial governments and potentially the private
sector. However, some of the construction and operating cost will have to
be covered by the City and may result in an increase in property taxes. In
your view, is a [Insert amount] very acceptable, somewhat acceptable, not
very acceptable or not at all acceptable for residents to pay for the new
event centre?

Up to a 1% property tax increase (the equivalent of up to $24 per year for
the average homeowner)
Up to a 1.5% property tax increase (the equivalent of or up to $36 per year
for the average homeowner)

38
Very acceptable
Somewhat acceptable
Not very acceptable
Not at all acceptable

(If Necessary Interviewer Note for Fly Sheet: If asked how
the increase was calculated, its based on using Thunder
Bays average residential property value of $148,000. If
they want to calculate for the value of their specific
property, the increase at 1% would be $16 per year per
each $100,000 assessed value of their property. At 1.5% it
would be $24 per year per $100,000 assessed value of their
property. Indicate that this survey has a residential focus
and to understand the impact on business, they should
contact Rob Colquhoun at the City at 807.625.3154. A tax
levy increase of 1% will generate an additional $1.6 million
in municipal tax revenue whereas a 1.5% increase will
generate an additional $2.4 million in municipal taxation
revenue.)

2014 Questionnaire
39
Support/Opposition to Potential Property Taxes/Cost

13. If the Citys (Phase 3) feasibility study, currently in progress,
determines that a 1% increase in property taxes is required (the
equivalent of up to $24 per year for the average homeowner) to cover
the Citys cost to build and operate the proposed event and convention
centre - would you say that you strongly support, somewhat support,
somewhat oppose or strongly oppose the proposed event centre,
knowing this?

Strongly support
Somewhat support
Somewhat oppose
Strongly oppose
Dont know
Depends (on details such as how much it will cost etc.)

Participation in spectator events
NOTE TO READER: This question will help determine incidence of
current event attendance and variations by demographic and
socio-economic variables].

Switching gearsId like to ask you some questions about your
leisure time.

14. Thinking about the past 12 months, including all four
seasons, how often have you [INSERT]? Would you say you go
more than once a week, every couple of weeks, once a month,
every couple of months, once or twice a year, every couple of
years, or never

Paid to see sporting events in Thunder Bay
Paid to see sporting events out of town
Paid to see shows, plays or musical events in Thunder Bay
Paid to see shows, plays or musical events out of town
Attended conferences and/or conventions either in or outside of
Thunder Bay

More than once a week
Once a week
Every couple of weeks
Once a month
Every couple of months
Once or twice a year
Every couple of years
Never

2014 Questionnaire
40
Demographics
I just have some final questions for statistical purposes. All of your
responses will be kept strictly confidential and will only be looked at in
aggregate.

(IF NECESSARY: WE ASK THESE QUESTIONS TO ENSURE THAT ALL
SEGMENTS OF THE POPULATION HAVE AN OPPORTUNITY TO GIVE
THEIR OPINION.)
D1. Do you own or operate a business in Thunder Bay?
Yes
No
Dont know

D2. Do you rent or own your home?
Rent
Own
Neither (Do not read)

D3. And, how many children under the age of 18 are living in your
home?
[0-99]

D4. Would you say that your total annual household income before
taxes is . . . ? (Read list. Select only one. Stop when category is reached)
Less than $25,000
$25,000 to less than $50,000
$50,000 to less than $75,000
$75,000 to less than $100,000
$100,000 to less than $125,000
$125,000 to less than $150,000
Greater than $150,000

D5. And finally, what is your postal code?
[XXX-XXX]
On behalf of the City of Thunder Bay, I would like to thank you
very much for your participation. Thank you and have a great
day/evening!
Ipsos Contact Information
Lauren Hilderley
Research Manager

300 -160 Bloor Street East
Toronto, Ontario, Canada M4W 1B9

Phone: 416-324-2301
Email: Lauren.Hilderley@ipsos.com

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