Grand Vision: Land Use Values Survey

Grand Traverse Land Use Study:
Values Research
Commissioned by: The Grand Vision

Mead & Hunt, Inc.
All rights reserved.

Presented by
©2008, Harris Interactive Inc.

Dee Allsop, PhD August 5, 2008
Harris Interactive J34382
www.harrisinteractive.com
Table of Contents
Background & Methodology Page 3

Map of Grand Traverse Region Page 6
Population of Grand Traverse Region Page 7
Demographic Profile Page 8
Strategic Imperatives Page 10
Detailed Findings
Quality of Life Page 12
Growth Priorities Page 19
Grand Vision Page 38
Values Ladders Page 43

HARRIS INTERACTIVE 2
Background and Methodology
 The Grand Vision was undertaken to develop a strategy for the sustainable
development in the Grand Traverse region.
 Harris Interactive was commissioned to conduct values-based research. The goal of
the research is to assess values of those living in the Grand Traverse region so that
regional planning and envisioning will protect and promote the things about which
the relevant population care most dearly.
 Harris designed a two-stage research study. The qualitative research stage
identified values important to residents. These values were confirmed in quantitative
surveys representing the population of the six-county Grand Traverse region.
– Qualitative Research
 Advanced Strategy Lab session with residents (Hybrid of traditional Values
approach)
– Quantitative Research
 Online survey of 547 residents of the six-county Grand Traverse region

 Phone survey of 50 influential citizens (interviewing conducted by Mead &
Hunt, Inc.)
Methodology
 This study was conducted by telephone from July 2 to July 14, 2008 and averaged 21 minutes in length. A
total of 547 interviews were completed.
 Sample was drawn from Random Digit Dial (RDD) sample of households in the six county region.
Oversamples were collected in some counties to achieve a minimum of ~75 interviews and enable county-
level analysis.
Antrim County: 81 interviews

Benzie County: 76 interviews
Grand Traverse County: 163 interviews
Kalkaska County: 74 interviews
Leelanau County:79 interviews
Wexford County: 74 interviews

 Data was weighted to match U.S. Census information for age, gender, race/ethnicity, education, household
income and county in the Grand Traverse region.
 The margin of error for the total sample for this study is +/- 5.6 percentage points.
Methodology
 Some data in this report were collected in a Harris Poll survey

fielded online on June 9 - June16, 2008. These data are referred
to as US total. A total of 2454 interviews were conducted.

Map of Grand Traverse Region
The Grand Traverse Region is

Comprised of six counties:
 Antrim
 Benzie
 Grand Traverse
 Kalkaska
 Leelanau
 Wexford

Note: “GT Residents” in this report refers to the
entire six-county region, not Grand Traverse in particular.
Population of Grand Traverse Region
Population Distribution By County
Adults Ages 18+
Benzie 9% Grand
Traverse 42%
Antrim 13%
Note: Aggregate
sample is weighted
to reflect the Kalkaska 9%

population
distribution in the
region.
Wexford 16%
Leelanau 12%
Regional Sample Respondent Profile
Total Total Total
Gender % Household Income % Child Status %
Male 49 <$35,000 36 No children 59
Female 51 $35,000 - <$50,000 18 Children at home 33
$50,000 - <$100,000 26 Grown children 8
Age %
$100,000+ 8 Ever Worked/Lived on Farm or %
18 - 24 10
Decline to answer/Not sure 11 Orchard
25 – 34 12
Yes 46
35 – 44 20
Education % No 54
45 – 54 23
Some high school or less 7
55 – 64 14 Currently Work/Live on Farm or %
High school graduate 38 Orchard
65+ 21
Some college/Associate’s degree 33 Yes 11
Ethnicity % Bachelor’s degree 12 No 89
Caucasian 95 Graduate work/degree 10
Black/African American * Property Ownership %
Employment Status % Own 79
Hispanic American 1
Full-time 51 Rent 19
Asian or Pacific Islander 0
Part-time 15 Something else 2
Native American or Alaskan native 1
Retired 18
Other race 2 Urbanicity %
Unemployed 2
County % Urban 14
Student 0
Antrim 12 Small town/village 32
Homemaker 8
Benzie 9 Rural 53
Disabled 3
Grand Traverse 41 Other 3 Year Round Residence %
Kalkaska 10 Year-round resident 92
Marital Status %
Leelanau 12 Seasonal resident 8
Single, never married 20
Wexford 15

Married/Living with significant other 62 Year Round Residence
Separated/Divorced/Widowed 17 Average (in Years) 26.7
Respondent vs. US Profile
Grand US Grand US
Traverse Traverse
Region Region
% % % %
Ethnicity Education
White 95 75 HS Grad or less 45 47

African Am * 11 Some college 33 27
/Black
College grad 12 18
Hispanic 1 13 Grad work/ degree 10 9
Household Income
<$35,000 36 26
$35,000 - 18 13
<$50,000
$50,000 - 26 29

<$100,000
$100,000+ 8 21
Summary Findings
 There is a “timeless” high quality to life in the

Grand Traverse region:
– Much higher than national average and other regions
we have looked at.
– Perspectives of “past”, “present” and “future” quality
of life is high and stable—not the hockey stick we
see elsewhere. People believe it has been high and
expect it to stay that way rather a belief that it is
average but will get better.

Summary Findings
 People of Grand Traverse are not feeling same level of

pain as as currently being felt around the country and
are less worried overall about a decreasing quality of
life.
– Typically pain is the motivation for planning for the future. In
the Grand Traverse region, it is the recognition and love for
what you have combined with strong progressive growth
attitudes among higher educated. People are already there—
don’t need persuading. Ethic that support growth planning.
 Very high of importance put on growth planning, but only a fair
rating on performance so far.

Summary Findings
 The counties in the Grand Traverse region are not monolithic in their perspectives and
feelings about the future
– Antrium and Kalkaska more concerned about current situation and the priority on the
economy
 Protecting the environment is more important than elsewhere in the country and
perceived to be growing more important
 Overall more progressive in attitudes toward growth.

– Protecting the environment, open space preservation
– Concentrate new growth in existing communities
– Cluster homes on smaller lots rather than place them on larger lots
– Favor multifamily housing
– Walkable communities

Summary Findings
 Peace of mind is dominant value orientation—pervades just about everything

 Scenic Beauty/nature and the outdoors/recreation that give people the
opportunity to enjoy the outdoors and live a healthier lifestyle are the key
attributes of the region that contribute strongly to the sense of peace of mind
and contentment
 Friendly neighbors/Family that create sense of caring and community is also
very strong. Good place to raise children closely related to this driver.
 Safety and security are important here, but much less so than other places and
always raised in positive way.
 Jobs and affordability greatest concerns
 Absence of concerns we normally see: traffic, immigration, crime, education

Quality of Life in the Grand
Traverse Region

Residents Express More Optimism About Future in Area than Other
Americans
Overall Quality of Life in the Area You Live In (Mean)

(10=Best Possible Life 1=Worst Possible Life)
10
9
7.5
8 7.2 7.1
7
6 6.8
6.1 6.1
5
1
5 Years Ago Present 5 Years in Future

Q710 Thinking about the overall quality of your life here in Grand
the Grand Traverse
Traverse region, please
Region USimagine a ladder with ten steps representing
the “ladder of life.“ Let's suppose the top of the ladder, the tenth step, represents the best possible life for you; and the bottom, the first step,
the worst possible life for you. On a scale of 1 to 10, on which step of the ladder do you personally stand at the present time? Q715 On which
step would you say you stood five years ago? (Regardless of whether or not you lived in the Grand Traverse region five years
ago) Q720 Just as your best guess, on which step will you stand in the future, say about five years from
HARRIS INTERACTIVE now? [Base: All Respondents (N=547); US (N=2454)] 15
Experiences differ by county: Leelanau residents rate their QOL a
full point higher than average. Antrim residents believe they will
suffer a marked decline in QOL.
Overall Quality of Life in the Area You Live In (Mean)
(10=Best Possible Life 1=Worst Possible Life)
Least
optimistic
about future
Lowest QOL
presently
Most
Highest QOL optimistic
presently and

about future
most optimistic change
about future
Thinking Long-Term, Nearly Half of GT Residents Optimistic About
Future—Fewer Concerned about Decreasing Quality of Life
Quality of Life for Children and Grandchildren
In Area Where You Live
US Grand Traverse
Region
48%
44%
42%
56%

Increasing Decreasing Don’t Know/Refused
10%
Q725 Thinking about the quality of life that will be here for your or your friends’ children and grandchildren… do you
see their quality of life in the Grand Traverse region increasing or decreasing? [Base: Qualified Respondents (N=547);
US (N=2454) – Note: US data from online study; DK/Refused not offered as an option.]
GT Residents Split Whether Community Headed in Right Direction…
More Positive than the Country
Direction of Own Community: Right Direction or Wrong Track
US Grand Traverse
Region
37%
24%
39%

Wrong Track Right Direction Don’t Know/Not Sure
Q740 On another subject, do you feel things in your own community today are going in the right direction or do you
feel things have pretty seriously gotten off on the wrong track? [Base: Qualified Respondents (N=547); US (N=2454) –
Note: US data from online study; DK/Refused not offered as an option.]
…However Perspectives Differ By County: Antrim and Kalkaska
Largely Negative; Benzie, Leelanau and Grand Traverse Positive
QOL for Direction Orientation

Children (Right/ Wrong)
(Inc/Dec)
% %
Total 48/42 52/43
Leelanau (n=79) 53/36 61/35
Benzie (n=76) 60/37 60/36
Antrim (n=81) 25/66 45/53
Grand Traverse 53/41 66/37

(n=163)
Note: Percentages
Wexford (n=74) 46/37 46/51

do not equal 100
because Don’t
Kalkaska (n=74) 39/37 34/63 Know/Refused and
Not Sure responses
not shown.
Growth Priorities

GT Residents Favor Economic Growth Over Protecting Environment
By Far Smaller Margin Than in US Overall
Growth Priorities: US & Grand Traverse Region
US Grand Traverse Area
10%
27%
In a Recession!!

63%
Economic Growth & Development Protecting the Environment DK/Not Sure
Q750 Which of the following would you say is more important to the Grand Traverse region? [Base: Qualified
Respondents (N=547); US (N=2454)]
Antrim, Kalkaska, Leelanau Residents Support Economic
Development At Twice the Rate As Environment
Growth Priorities: Grand Traverse Region By County
Protecting Economic
Environment Development
% %
Total 42 53
Antrim (n=81) 33 62
Benzie (n=76) 52 46
Grand Traverse 50 44
(n=163)
Note: Percentages Kalkaska (n=74) 28 69

do not equal 100
because Don’t
Know/Refused and Leelanau (n=79) 46 43

Not Sure responses
not shown.
Wexford (n=74) 27 68
Protecting the Environment Has Become More Important
At a Faster Rate Than Economic Growth
Growth Priorities Compared with 5 Years Ago: Grand Traverse Region

Compared with 5 years ago, do you feel that protecting the
environment/economic growth & development has become…?
GT GT
More important 74% More important 60%
Neither more nor 1% Neither more nor 4%

less important less important
Less important 21% Less important 32%
Don’t Know/Ref 4% Don’t Know/Ref 4%

Q750 Which of the following would you say is more important to the Grand Traverse Region? [Base: Qualified
Respondents (N=547)] Q751 Compared with 5 years ago, do you feel that protecting the environment has become…?
[Base: Qualified Respondents (N=244)] Q752 Compared with 5 years ago, do you feel that economic growth and
development has become...? [Base: Qualified Respondents (N=272)]
Two-thirds of GT Residents Agree Growth Should Occur In Existing
Communities
Regional Preference
Brown prefers future growth in this region occur mostly in existing communities
Johnson prefers to see future growth happen by creating new town centers in undeveloped parts of the GT area
AGREE WITH BROWN AGREE WITH JOHNSON
90% of those
with Post-BA
education
support Brown
vs. 61% of High
School or less 69 32 37 2 18 9 27
80% 60% 40% 20% 0% 20% 40% 60% 80%

Strongly Brown Somewhat Brown Somewhat Johnson Strongly Johnson Neither like Brown or Johnson
Q1205 Below are the opinions of two hypothetical Grand Traverse region residents. Please indicate which opinion comes closest to your
own. Is your opinion more like Brown or more like Johnson . Brown prefers that future growth in this region occur mostly in
existing communities — increasing overall density Johnson would prefer to see this future growth happen by creating new town
centers in undeveloped parts of the Grand Traverse region. [Base: Qualified Respondents (N=547)]
Majority of GT Residents Support Clustering Homes to Preserve
Open Space
Density – Personal Preference
Option A: Community that preserves open space by clustering homes on smaller lots, creating parks and preserves
Option B: Community that features homes on larger lots without neighborhood parks or preserved areas
CLUSTERING HOMES/SMALLER LOTS LARGER LOTS Don’t

Know/Refused
55 39 7%
60% 40% 20% 0% 20% 40% 60%
*
Support for homes on smaller lots varies
significantly based on educational attainment
BA or less Grad School
Cluster Homes 53% 73%

Larger Lots 40% 25%
Q1215 Assume there are two similar communities where you are considering purchasing a new home. Would you…? (1) Choose
a community that features homes on larger lots without neighborhood parks or preserved areas (2) Choose a community
that preserves open space by clustering homes on smaller lots, creating parks and preserves available to all who
HARRIS INTERACTIVE live in the community [Base: Qualified Respondents (N=547)] 25
GT Residents Favor Multi-Family Housing By a Narrow Margin
% Favor/Oppose Plan to Build Multi-Family Housing

in Community/Area
Benzie 42% Oppose (NET): 43%

Kalkaska 60%
Favor (NET): 52%
Wexford 44%
18% 34% 4% 20% 23%
Note: Percentages
do not equal 100
because Don’t Very much favor Somewhat favor Neither favor nor oppose Somewhat oppose Very much oppose
Know/Refused and

Not Sure responses
not shown.
Q1216 Apartments, condominiums and town homes are examples of multi-family housing. If there were a plan to
build multi-family housing in your community or area, would you favor or oppose this plan? [Base:
Qualified Respondents (N=547)]
Affordable Housing and Proximity Top Items Making Multi-Family
Housing More Palatable
% Say Proposal Would Make Multi-Family Housing Much
More/Somewhat More Acceptable
Grand Traverse
Region
Providing an Affordable Option to Young People/Seniors 91%
Locating it Near Jobs and Shopping 86%
Including Sufficient Parking 83%
Including Common Areas and Small Parks 83%
Providing Low Income Housing Opportunities 81%
Increased Public Safety Patrols 78%
Including Sufficient Road and Highway Infrastructure 76%
Locating it in Built-Up Areas 69%

Grand

Traverse
Including Multi-Story Building 54% County: 65%
Q1218 Would… make a plan to build multi-family housing more acceptable or less acceptable to you? [Base:
Qualified Respondents (N=547)]
Walkable Neighborhoods, Short Commutes and Open Space Receive Near
Universal Support; Little Support for New Highways
% Strong Agree/Agree with Strategies For Growth
Convenient to walk or bike 90%
New jobs closer to where live 88%
Agriculture preserved even if limiting development 85%
Encourage more affordable housing 85%

Open space preserved even if limiting development 82%
New growth mainly in exisiting cities, towns, villages 80%

Expand regional mass transit 78%
Encourage mixed-use development 75%

New growth focused along major roads 75%
Plan and build range of housing types or sizes 70%
Leelanau 78%
New housing and jobs spread out to avoid crowding 63% Benzie 68%
Wexford 47%
Homes with smaller yards to preserve forest land 58% Antrim 63% Kalkaska 44%
Kalkaska 60%
Widen existing freeways 49% Wexford 37% Grand Traverse 55%
Kalkaska 28%

Growth located in Traverse City part of region 47% Wexford 34%
Antrim 58%
New housing separate from jobs/existing centers 41%
Build more regional freeways 41%with the following growth strategies for the Grand Traverse region?
Q1210 How much do you agree or disagree
Please note that these strategies are not mutually exclusive. [Base: Qualified Respondents (N=547)]
More Educated Residents More Likely to Support Higher Density
Housing
Density
New housing and jobs should be spread out to avoid crowding.
STRONGLY/SOMEWHAT DISAGREE STRONGLY/SOMEWHAT AGREE Don’t

Know/Refused
32 63 2%
60% 40% 20% 0% 20% 40% 60%
*
Support for proximity of homes and jobs varies
significantly based on educational attainment
Some college or less BA or Grad School

Agree 68% 45%
Q1210 How much do you agree or disagree with the following growth strategies for the Grand Traverse region?
Please note that these strategies are not mutually exclusive. [Base: Qualified Respondents (N=547)]
Most GT Residents Support Retaining Some of the Dams on the
Boardman River, Though One-Quarter Do Not Feel Sufficiently
Informed Boardman River Dams
35%
4%
35%
26%

Remove All Dams Remove Some, Retain Some All Should Remain In Place Don't Know/Refused
Q1230 Which of the following best describes your view? 1) All of the dams on the Boardman River should be removed 2) All of the
dams on the Boardman River should remain in place 3) Some of the dams on the Boardman River should be removed
and some should remain in place [Base: Qualified Respondents (N=547)]
Grand Vision

Nearly Three-Quarter of GT Residents Say Planning is Important…
Importance of Long-Range Plan for Growth
Extremely Very
Important Important
41% 32%
Don't
Know/Refused
1%
Not At All Somewhat

Not Very Important
Important 2% Important 2%
22%
Q1220 How important is it that the Grand Traverse region have a vision or a long range plan for growth in the region?
[Base: Qualified Respondents (N=547)]
…But Fewer than Half Say They Are Doing A Good Job At Planning
For the Future
Performance in Long-Range Plan for Growth
Excellent 8%
Good 32%
DK/Ref 4%
Fair 41%

Poor 15%
Q1220 How would you rate the performance of the Grand Traverse region when it comes to planning and preparing
for the future of the region? [Base: Qualified Respondents (N=547)]
Most GT Residents Unaware of Grand Vision; Those Who Have
Heard Have Favorable Impression
Awareness and Favorability To “The Grand Vision”

Antrim 16%
Grand Traverse 32%
Kalkaska 40%
Has what you heard, read or seen made

you feel…?
Favorable (NET) 70%
Very Favorable 26% 28%

Somewhat Favorable 44%
Unfavorable (NET) 16% 71%

Somewhat Unfavorable 10%
Very Unfavorable 6%
Don’t Know/Ref 2%
1%

Kalkaska 92% Favorable
Antrim 47% Favorable Yes No Not Sure
Q1240 Have you heard, read or seen anything recently about “The Grand Vision”, a regional development project in
northwest Michigan? [Base: Qualified Respondents (N=547)] Q1245 Has what you heard, read or seen made you feel
favorable or unfavorable? [Base: Aware of “The Grand Vision” (N=176)]
GT Residents Prefer Paper Score Card, But Large Minority Would
Participate in Vision Decision Online
Participation in Vision Decision

Paper Survey Online Survey Would Not
Participate
% % %
Total 55 41 4
Antrim (n=81) 59 27 13
Benzie (n=76) 51 43 5
Q1250 “The Grand
Vision” will be asking
Grand Traverse 47 52 1 residents of the Grand
Traverse region to
(n=163) share their opinions
about the future of the
Note: Percentages Kalkaska (n=74) 60 30 10 area. Residents will
have the choice of
do not equal 100 sharing their opinions
because Don’t through a paper survey
Know/Refused Leelanau (n=79) 64 30 3 or an online survey.

responses not Would you prefer to
shown. complete a…? [Base:
Wexford (n=74) 64 36 0 Qualified Respondents
(N=547)]
Values Ladders

Values Based Strategic Hinge
There is a “strategic hinge” which

exists, linking the attributes and
benefits of life in the Grand
Traverse region to the people
Reason
Emotion
Identifying the rational and emotional

drivers of this hinge is the purpose of
“values” research.

Research Used In-Depth Laddering Technique
AUDIENCE
Personal Values
Stable, enduring
•Why are the most important dimensions personal goals
of quality of live in the Grand Traverse
Region so important to the people here? Emotional Consequences
Consequences derived from
the attributes or functional
consequences
Functional Consequences
Consequences or benefits derived from
•What are the most important factors the traits or beliefs

about what makes life great in the Grand
Traverse Region?

Attributes
Perceived components that impact
quality of life in Utah
VISTA Process: Example Ladders
Positive Ladder Negative Ladder
“Takes away my joy”

VALUE “I get more joy and happiness
out of life”
“I don't have an extra hour to
be with my child, (not)
EMOTIONAL “Helps keep me in an upbeat spending time with him”
CONSEQUENCE mood, more exhilarating.”
“I can go outside and be more “Takes more of my time”

FUNCTIONAL
CONSEQUENCE social ”
“The traffic is terrible. It’s stop

“The beauty of the area - and go and then sometimes it
ATTRIBUTE mountains all around ” is at a stand still.”

Scenic Beauty Plays Biggest Role in QOL, But Family and Jobs are
Top of Mind
Most Important Factors in Quality of Life

in Grand Traverse Region
Total
Scenic Beauty 11% 39%
Family-Friendly Environment 8% 32%
Jobs 15% 32%
Friends/Family in Area 16% 31% Top of Mind
High Cost of Living 10% 31% Issues
Clean Lakes/Rivers 6% 29%
Low Crime 10% 29%
Rural Areas/Open Space 5% 25%
Friendly People/Neighbors 2% 24%
Outdoor Recreational Opportunities 3% 20%
High Quality Ed System 6% 20%
Quient Neighborhood 1% 17%
Planning for Growth 2% 16%
Weather/Climate 1% 15%
Adequate Infrastructure 1% 15%

Being Close to Schools/Stores 1% 12%
Top Issue Other Issues
Q800 Thinking about the quality of life in the Grand Traverse Region, please identify which three of the
following factors has the most significant impact on the overall quality of life for you personally. [Base:
HARRIS INTERACTIVE Qualified Respondents (N=547)] 40
Peace of Mind and Personal Happiness from
Scenic Beauty & Access to Outdoors (30%)
Key Stakeholder
Leading to Greater
Peace of Mind and
Personal Happiness
Feel Relaxed
Less Stressed
Enjoy the Outdoors,

Live Healthier
Scenic Beauty,
Grand

Outdoor Recreation,
Clean Lakes/Rivers,
Traverse Rural Areas/Open Space
Peace of Mind and Personal Happiness from
Scenic Beauty & Access to Outdoors (30%)
“We have three children “I really love having four

under the age of 5. Being distinct seasons. It helps me
outside is what we do and remember the time frame to
something we value for our my past experiences. Also in
health and peace of mind. the winter there are winter
We are healthier physically activities and a cozy fireplace
and mentally because we are feeling and then in the
able to spend so much time summer the warm nights and
outdoors. Playing at the lush greenness. The crisp
beach, the civic center or smell and crunch in the cool
biking the trails makes us feel fall air, the smell and air of
connected with the spring. I love having it all
environment and ourselves.” here..”
(ASL Participant) (ASL Participant)

Peace of Mind, Belonging and Personal Happiness from
Sense of Community and Family (23%)
Key Stakeholder
Leading to Greater
Peace of Mind,
Belonging,
Personal Happiness
Sense of Community
and Family
Neighbors Care for

Each Other, Can Spend
Time w/ Family & Friends
Friendly People/Neighbors,
Grand

Quiet Neighborhood,
Friends/Family in Area,
Traverse Family-Friendly Environmnt
Peace of Mind, Belonging and Personal Happiness
from Sense of Community and Family (23%)
“The subdivision is filled with “ It’s so peaceful it’s so quiet

wonderful people. We all feel and relaxing it’s like the
safe and this creates a clean, outside world does not I
positive, serene feeling. This interfere with day to day
makes me feel satisfied that I living. No smokestacks, no
have done my job in life.” trash, no crime, the deer feed
(ASL Participant) in our backyard. Simply
paradise! Our own little
“Our neighborhood is great! corner.“
We look out for each other. (ASL Participant)
Block party activities built us
as a community we want to
share and enrich together “
(ASL Participant)

Peace of Mind, Belonging and Personal Happiness from
Sense of Community and Family (23%)
Key Stakeholder
Children Variation Leading to Greater

10% Peace of Mind,
Belonging,
Personal Happiness
Sense of Community
and Family
Neighbors Care for

Each Other, Can Spend
Time w/ Family & Friends
Friendly People/Neighbors,
Grand

Quiet Neighborhood,
Traverse Family-Friendly Environmnt
Peace of Mind from Having Good Place for Children (10%)
Key Stakeholder
Leading to Greater
Peace of Mind
Children Have Better

Quality of Life
Good Place for Children,

Children Become
Successful
Education System,
Grand

Family-Friendly Environmnt,
Traverse Clean Lakes/Rivers
Peace of Mind from Having Good Place for Children
(10%)
We are fortunate to have … “Our family likes living in the

access to the water. We Grand Traverse Region
enjoy being out on the water because it allows us to take
kayaking, sailing and fishing. family trips together and to
It provides an opportunity for visit the natural beauty that
our family to enjoy these surrounds us. This gives me
activities together and draws a good sense of well being
our grown children to make because we can do so many
trips home form the four family trips together... “
corners of the country where (ASL Participant)
they live. The bay provides
us with a sense of peace,
serenity and great family
memories. “
(ASL Participant)

Peace of Mind and Personal Security from Safety (20%)
Key Stakeholder
Leading to Greater
Peace of Mind and
Personal Security
Feel Relaxed
Less Stressed
Family is Safe,
Roads are Safe
Low Crime, Adequate

Grand

Infrastructure,
Traverse Friends/Family in the Area
Peace of Mind and Personal Security from Safety
(20%)
“The subdivision is filled with “I love the quiet, peaceful

wonderful people. We all feel ‘Mayberry’ type of towns.
safe and this allows for a Simple living, friendly folks. It
serene, comfortable life. just makes you feel safe and
Gives me a sense of enjoy life.”
satisfaction.” (ASL Participant)
(ASL Participant)
“It is a nice quiet area to have
“I live in a quiet raised a family. It is peaceful
neighborhood. Before we and you can enjoy the
were not really able to walk evenings, watch nature.
around our neighborhood in Watch mother birds have
the big city without fear of babies, then watch them
getting robbed. Now we walk grow up.” (ASL Participant)
around and are not scared.
This makes me feel happy,
peaceful and calm.” (ASL
Participant)

Peace of Mind and Personal Security from
Jobs and High Cost of Living (18%)
Key Stakeholder
Leading to Less
Peace of Mind and
Personal Security
Feel Stressed, Helpless
Can’t Afford Things

Want/Need, Want to
Earn More, More Career
Opportunities
Grand

High Cost of Living, Jobs
Traverse
Peace of Mind and Personal Security from
Jobs and High Cost of Living (18%)
“There is a lack of good “Hard to do things you enjoy

paying jobs in the area and doing all the time, because
that makes it hard to give you can’t afford to do those
your family a good quality of activities too much.”
life. It is tough for us to go (ASL Participant)
out and enjoy other things.
We cannot do what we want “Because the jobs don’t pay!
to do and that creates stress! They want a Bachelors
What is the balance of degree + experience and to
enjoying the beauty of the pay $10 an hour. Yet I pay $6
area verses the price to pay grand a year property taxes
to live here.” for my home – so now I work
(ASL Participant) telecommute for another
state.”
(ASL Participant)

Overall, GT Residents Select Similar Values Regardless
of County of Residence
% Residents of Counties Selected Values Ladder
Outdoors Community/Fa Safety Jobs/Cost of Children
mily Living
% % % % %
Total 30 23 20 18 10
Antrium 45 13 20 16 7
Benzie 32 23 21 21 2
Grand Traverse 31 26 20 12 12
Kalkaska 29 18 16 25 11
Leelanau 22 27 24 20 8
Wexford 24 20 19 27 11

Note: Base size for the counties does not include all respondents. Respondents who did not selected a valid values
ladder are omitted. Base sizes are too small for uncover statistically significant differences among counties. Any
differences noted are directional in nature only.
HARRIS INTERACTIVE
Grand Traverse Land Use Study:
Values Research
Commissioned by: The Grand Vision

Mead & Hunt, Inc.
All rights reserved.

Presented by

Dee Allsop, PhD August 5, 2008
Harris Interactive J34382
www.harrisinteractive.com

Grand Vision: Land Use Values Survey

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Grand Vision: Land Use Values Survey

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Grand Traverse Land Use Study:

Commissioned by: The Grand Vision

All rights reserved.

©2008, Harris Interactive Inc.

Background & Methodology Page 3

©2008, Harris Interactive Inc.

©2008, Harris Interactive Inc.

Antrim County: 81 interviews

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 Some data in this report were collected in a Harris Poll survey

©2008, Harris Interactive Inc.

The Grand Traverse Region is

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White 95 75 HS Grad or less 45 47

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 There is a “timeless” high quality to life in the

©2008, Harris Interactive Inc.

 People of Grand Traverse are not feeling same level of

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 Overall more progressive in attitudes toward growth.

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 Peace of mind is dominant value orientation—pervades just about everything

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©2008, Harris Interactive Inc.

Overall Quality of Life in the Area You Live In (Mean)

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Direction of Own Community: Right Direction or Wrong Track

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QOL for Direction Orientation

Leelanau (n=79) 53/36 61/35

Benzie (n=76) 60/37 60/36

Antrim (n=81) 25/66 45/53

Grand Traverse 53/41 66/37

©2008, Harris Interactive Inc.

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US Grand Traverse Area

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Note: Percentages Kalkaska (n=74) 28 69

©2008, Harris Interactive Inc.

Growth Priorities Compared with 5 Years Ago: Grand Traverse Region

More important 74% More important 60%

Neither more nor 1% Neither more nor 4%

Less important 21% Less important 32%

Don’t Know/Ref 4% Don’t Know/Ref 4%

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AGREE WITH BROWN AGREE WITH JOHNSON

80% 60% 40% 20% 0% 20% 40% 60% 80%

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CLUSTERING HOMES/SMALLER LOTS LARGER LOTS Don’t

60% 40% 20% 0% 20% 40% 60%

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% Favor/Oppose Plan to Build Multi-Family Housing

Benzie 42% Oppose (NET): 43%

18% 34% 4% 20% 23%

©2008, Harris Interactive Inc.

Locating it Near Jobs and Shopping 86%

Including Sufficient Parking 83%

Including Common Areas and Small Parks 83%

Providing Low Income Housing Opportunities 81%