National Perceptions Research Outcomes June 2014
Background & Objectives A key role for CED is to ensure the economic reputation of Calgary is strong and well positioned to attract future labour and investment. To do so and help form the basis of a risk mitigation strategy, a research study was conducted to understand perceptions of Calgary nationwide. The primary purpose of this study was to determine what people s current perceptions of Calgary are from an economic development and reputational perspective. More specifically: 1. Understand overall perceptions of Calgary as a workplace or study destination; 2. Determine key barriers, issues and opportunities that impact perceptions; and, 3. Understand what key messages will resonate most strongly to grow the reputation of Calgary and encourage relocation.
Approach The research was completed as an online survey with two sample groups in 5 Canadian cities between the dates of May 15 th and June 2 nd, 2014. Workers and students in the following cities were surveyed: Vancouver Toronto Ottawa Montreal Halifax To qualify for the research, participants had to meet the following criteria: Workers: Employed full-time, part-time, or self-employed. Would be very or fairly likely to move to another city in Canada for better employment opportunities, a specific job offer, or for quality of life. Students: Currently an undergraduate or graduate student. Considered postsecondary institutions outside of the city/ area where they attended high school. Number of completes Vancouver Toronto Ottawa Montreal Halifax Total Margin of error Workers n=181 n=182 n=179 n=181 n=150 n=873 +/- 3.3% Students n=59 n=77 n=56 n=52 n=52 n=296 +/- 5.7%
Highlights Perceptions of Calgary are strong, and it is a desirable destination among those who would move cities: Among both workers and students, Calgary rates highly in the consideration set of Canadian cities that they would move to for job opportunities, study or quality of life. Among those who would consider moving to Calgary, the likelihood of actually moving to Calgary if given the opportunity is high. Impressions of the city are very favourable across all markets, and have largely held strong or improved over the last couple of years. This has primarily been driven by word of mouth, strong/growing economic conditions, and the Mayor. The perceptions we ourselves hold about Calgary are mirrored in markets across the country. Among both workers and students, Calgary is recognized as an entrepreneurial and innovative city with a friendly, energetic, welcoming, young population, which offers high quality of life, a variety of recreational activities, and safe walkable communities. About 20% recall seeing/hearing any communications for Calgary in the past year. This higher than for any other individual city - next highest is Toronto at 17%.
Highlights Workers Key Findings Calgary has a solid business reputation - it is viewed as a business-friendly city with a strong and growing economy, and many would consider moving here and/or moving or expanding their business here. However, it is important to note that there are some concerns with the ease/cost of doing business in the city, which may need to be mitigated. 49% of workers would consider moving to Calgary, and one-third of business owners would move or expand their business to Calgary (another third state that they might ). The factors seen as most motivating in moving to Calgary to leverage in messaging are: work opportunities, strong economy, low taxes, and proximity to nature. Barriers to moving exist around concerns with cost of living and affordability. In terms of housing, most workers would be looking for a single family house (51%) in an established community (40%) if they moved to Calgary.
Highlights Students Key Findings Just over half of students would consider moving to Calgary to attend a post-secondary institution. Key areas to leverage in motivating students to select Calgary that already resonate with the student population surveyed are: Income opportunities Proximity to mountains/ nature within the city Strong economy Key areas to work on to improve chances of students selecting Calgary as a destination for study: Selection of programs and perceptions of quality of education: 30% of students identified the quality & selection of educational programs as barriers to moving to Calgary for study; these are key drivers in the decision process. Lack of familiarity with the city. Concerns about affordability and housing availability.
Highlights Visitors to Calgary Key Findings Among those who visited Calgary in the last 5 years, there is still a lack of familiarity with what the city has to offer. This might be explained by the fact that only 20% of past 5 year visitors to Calgary visited as tourists. Visitors are more likely to have come to the city to visit friends or relatives (38%) or for business reasons/conventions (28%). The messages that resonate about Calgary as a tourist destination are those that relate to its outdoor adventure, natural beauty, and western heritage. Students are more likely than workers to expect a local food scene, music festivals and cultural elements in Calgary, which suggests that the older/working audience needs to be educated on these elements.
Initial Key Findings Where does Calgary rank in terms of destinations? Results clearly show there are tiers of destinations for workers, tourists and students. Calgary owns a place in the top tier of most likely destinations along with Victoria, Vancouver, Toronto and Ottawa. Is there a distinctive advantage for Calgary? Among this top tier of competitors Calgary is distinct - geographically (the only city from the prairies), economically (is known for strong economy) and has positive reputational elements. There is a down-side also known for lacking cultural diversity. What cities offer more potential for attracting workers? There is a stronger propensity to attract workers from Vancouver and Montreal to Calgary. Respondents in Ottawa and Halifax also demonstrate interest, but to a lesser extent than Vancouver or Montreal. Comparatively, Torontonians indicate the weakest interest/likelihood to move of the markets tested. What motivates a move? The promise of general economic prosperity will not be enough as seen by the lack of interest in Fort McMurray. Workers will need a job offer and a promise of the same/better quality of life, not just the promise of economic prosperity.
Initial Key Findings How do people perceive Calgary overall? Overall impressions of Calgary are generally positive but lack intensity impressions indicate that they like Calgary, but don t necessarily love it yet. That said, perceptions are getting better 34% indicate their impressions have improved vs. a couple of years ago. Familiarity tempers impressions the lack of intensity in favourability is correlated to modest/weak familiarity. The known elements are obvious strong economy, proximity to nature, etc. Clearly other elements are less well known and growing understanding will be important. Perceptual limitations? Clearly the biggest two elements that may be impacting impressions are a perceived lack of diversity and a lack of culture. Addressing these may be mostly a communications issue getting the story out is key, but it will be important to ensure there is factual support to leverage to prove otherwise. Attracting students has everything to do with schools. The most important elements influencing a decision to move to another city relate to the quality and reputation of the educational institutions themselves. Community elements are secondary. That said, there is an opportunity here as students are very willing and open to moving. So, getting them to move is not a problem, getting them to move here is the real challenge. Ensuring employment opportunities and addressing concerns around housing will be helpful.
Overall Perceptions of Calgary
Where would workers consider moving to? Among workers, Calgary is second overall only to Victoria and on par with Vancouver in the consideration set of cities they would consider moving to find work, due to a job offer, to study, or for the quality of life. BC NET: 78% Ontario NET: 71% Victoria 54% Toronto 39% Vancouver 47% Ottawa 38% Kelowna Calgary Edmonton 33% Alberta NET: 58% 29% 49% Kingston Hamilton Montreal Quebec City 28% 14% Quebec NET: 39% 32% 18% Sask NET: 19% Atlantic NET: 47% Saskatoon 14% Halifax 32% Regina 11% Charlottetown 20% MB NET: 15% St. John's, NF 21% Winnipeg 15% St. John, NB 16% 11 6. Which cities or parts of Canada would you ever consider moving to, either to find work, due to a job offer, to study, or for the quality of life? Base: Workers (n=873)
Where would students consider moving to? Among students, Calgary holds a strong place in the consideration set after Vancouver, Toronto, and Victoria. BC NET: 85% Ontario NET: 86% Victoria 57% Toronto 60% Vancouver 65% Ottawa 51% Kelowna Calgary Edmonton 27% Alberta NET: 61% 53% 38% Kingston Hamilton Montreal Quebec City 32% 26% Quebec NET: 60% 49% 35% Sask NET: 21% Atlantic NET: 45% Saskatoon 16% Halifax 33% Regina 16% Charlottetown 24% MB NET: 22% St. John's, NF 22% Winnipeg 22% St. John, NB 22% 12 6. Which cities or parts of Canada would you ever consider moving to, either to find work, due to a job offer, to study, or for the quality of life? Base: Students (n=296)
Likelihood of moving to various Canadian cities % Very/Fairly Likely to move (Among those who would consider each city) By market, likelihood of Vancouver Toronto Ottawa 34% 38% 30% 48% 43% 50% 83% 82% 80% actually moving to Montreal 31% 47% 78% Calgary is fairly Kelowna 28% 50% 78% comparable. Those from Vancouver, Montreal and Halifax express a slightly higher likelihood of moving to Calgary if given the opportunity than those from Toronto and Ottawa. Kingston Victoria Hamilton Quebec City St. John's, NF Calgary Charlottetown Red Deer St. John, NB Halifax Edmonton Winnipeg Fort McMurray 29% 29% 31% 26% 24% 20% 25% 24% 23% 22% 20% 16% 16% 49% 48% 45% 47% 48% 51% 45% 46% 46% 47% 47% 50% 47% 78% 78% 76% 73% 72% 71% 70% 70% 69% 69% 67% 66% 64% Workers: 73% likely Students: 66% likely Regina 12% 50% 63% Saskatoon 14% 47% 61% Very likely Fairly likely 13 7. If given the opportunity, how likely would you be to move to these cities? Base: Consider moving to selected city (n=varies)
Understanding the extent to which people really consider moving to another city How many would consider a city? = % who can be How many are actually realistically likely to move? considered to move Understanding the market potential for attracting people is a matter of establishing the consideration set what would they think about moving to. Then, that needs to be factored against those who would then be likely to move. (It s one thing to consider a new city, and another altogether to be likely to take the step.) Factoring these elements together provides a better understanding of what the size of market to attract people really looks like. 14
What destinations will workers realistically consider moving to? Victoria Vancouver Calgary Toronton Ottawa 32% 30% 36% 43% 40% This is the top-tier of destinations workers will really consider moving to and the primary competitive set for Calgary. Montreal Kelowna Halifax Kingston Edmonton 26% 26% 23% 22% 21% These are secondary competitors and not seriously considered by most workers. Winnipeg St. Johns NF Charlettetown Quebec City Hamilton St. John NB Saskatoon Regina Red Deer Fort MacMurray 9% 8% 6% 5% 16% 15% 15% 14% 11% 11% Cities in these last two groups are really not viable options for the vast majority of Canadian workers. 15 6. Which cities or parts of Canada would you ever consider moving to, either to find work, due to a job offer, to study, or for the quality of life? X 7. If given the opportunity, how likely would you be to move to these cities? Base: Workers (n=873)
Workers from which cities are most likely to realistically consider Calgary? 50% 45% Of the five markets tested in the research, workers living in Vancouver and Montreal have slightly higher interest in moving to Calgary for work. Comparatively, serious interest is weakest in Toronto. 40% National Average 36% 35% 38% 33% 35% 38% 36% 30% 25% 20% Vancouver Toronto Ottawa Montreal Halifax Competitive set by city Likelihood of moving to Victoria 55% Kelowna 48% Toronto 35% Vancouver 56% Victoria 37% Montreal 38% Vancouver 42% Victoria 42% Kingston 38% Toronto 55% Ottawa 53% Vancouver 50% Vancouver 50% Ottawa 48% Victoria 45% 16
Top of mind impressions of Calgary Top of mind impressions of Calgary are consistent across all markets surveyed, as well as among workers/students. When we get past the obvious associations of Stampede and proximity to mountains, there are many positive mentions centering around Calgary s economic and social energies. Positive Mentions Neutral Negative Mentions (NET) POSITIVE Calgary Stampede Mountains/ proximity to mountains Jobs/ Good salaries Booming/ growing Friendly/ Welcoming people Lively/ Vibrant/ Fun 15% 11% 7% 5% 4% 4% 58% (NET) NEUTRAL Oil/ Gas/ Tar sands Cowboys/ Western Large city 19% 10% 6% 3% (NET) NEGATIVE Negative weather comments Conservative/ Right wing Expensive 15% 7% 7% 38% Rich/ money Young/ Modern/ Progressive Friends/ Family there Low taxes/ No PST 3% 3% 3% 3% Alberta Other mentions 1% 6% Boring/ Dull Busy/ crowded 3% 3% Opportunities (general) Beautiful 3% 3% Nothing in particular 4% Red necks/ Racists/ Unwelcoming/ Close minded 3% 17 8. When thinking about Calgary as a place to live/work/study/visit, what are the first words that come to mind?w Base: All respondents (n=1169)cities or parts of Canada would you ever consider moving to, either
Overall impressions of Calgary While workers hold slightly more favourable impressions of Calgary than students, this is also true of those who have visited Calgary and have some familiarity with the city. Workers Students 22% 14% 53% 52% 16% 5% 5% 22% 2% 9% % Favourable 74% 67% Consistent by market In other words, experience matters: those who have experienced Calgary have a more favourable impression of the city. Very favourable Moderately favourable Not very favourable Not at all favourable Don't know Impressions slightly stronger among Ottawa students and slightly lower among Halifax students. 18 9. Based on anything you may have read, seen heard or experienced, what is your overall impression of Calgary? Base: All respondents: Workers (n=873), Students (n=296)
Change in recent perceptions of Calgary Perceptions of Calgary have largely improved or remained the same over the past couple of years. Little variance between workers and students but interestingly enough, perceptions were more likely to have improved among respondents who live in closer proximity to Calgary (i.e. Vancouver residents), perhaps because proximity translates into greater exposure to media. Respondents were also more likely to have improved perceptions if exposed to Calgary advertising or if they had existing familiarity with the city. Improved Same Worsened 11% 11% 34% 37% 53% 48% Workers Students 19 10. Thinking back over the past couple of years, has your opinion of Calgary changed in any way? Base: All Respondents: Workers (n=873), Students (n=296)
Why have perceptions of Calgary changed? Reasons for Improved perceptions Reasons Perceptions Worsened Friends/ Family live there/ speak highly 26% Importance of oil/ tar sands 18% Jobs/ Employment opportunities 17% Expensive/ High cost of living 15% Mayor Naheed Nenshi Good economy/ Quality of life 16% 12% Political concerns/ Conservatism Flooding/ Recent floods 15% 13% Have lived/ visited there Growth/ Growing 12% 9% Bad experience/ word of mouth Environmental concerns 12% 12% Culture/ Cultural activities 6% Racism/ Discrimination 11% More progressive 5% More crime/ violence 10% Positive attitudes after flood 4% Growth/ Urban sprawl 7% More diversity of people 2% Economy/ Opportunities down 3% Other mentions 4% Other mentions 7% Don t know/nothing in particular 7% Don t know/nothing in particular 2% 20 11. What reasons would you give for this improved perception of Calgary? Base: Opinion improved (n= 405) 12. What reasons would you give for this worsened perception of Calgary? Base: Opinion worsened (n=124)
Familiarity with Calgary Workers express stronger familiarity with Calgary overall, likely because more have visited Calgary in the past 5 years (31% of workers vs. 17% of students). Workers 9% 36% 44% 11% % Familiar 45% This is also where proximity makes a difference: regardless of employment status, those who live closer to Calgary have greater familiarity (i.e., Vancouver residents most familiar, Halifax/ Montreal residents least familiar). Students 4% 21% 45% 30% 25% Very familiar Fairly familiar Not very familiar Not at all familiar Vancouver Toronto Ottawa Montreal Halifax % Familiar 46% 40% 42% 35% 37% % Unfamiliar 54% 60% 58% 65% 63% 21 13. Based on anything you have seen, heard or experienced, how familiar would you say you are with Calgary as a place to live, work, study or visit?o Base: All Respondents (n=1196) Workers (n=873), Students (n=296)r parts of Canada would you ever consider moving to, either
Perceptions of Calgary % Agree/Strongly Agree Calgary offers a range of outdoor recreational activities Calgary is an entrepreneurial city with a strong economy were businesses grow and prosper The people in Calgary are friendly, welcoming and energetic Calgary has a young population with many young families, so there are good educational and recreational options Calgary offers a high quality of life including arts, culture, shopping and dining Calgary is an innovative place where new ideas, businesses and people thrive Calgary has safe communities with walkable neighbourhoods and easy access to amenities Calgary has a diverse population and international outlook Worker 82% 72% 80% 71% 68% 64% 68% 57% 66% 62% 66% 60% 65% 55% 59% 46% Student On the whole, both workers and students expressed strong agreement with a range of positive statements about Calgary, recognizing it for its outdoor activities, entrepreneurial spirit and friendly, young population. Workers generally have more positive perceptions of Calgary as a city. Once again, this is likely a function of greater familiarity and exposure leading to more positive impressions. 22 14. Based on anything you know, or have heard, seen or read, how much do you agree with each of the following statements that could be made about Calgary? Base: Some familiarity with Calgary; Workers (n=777), Students (n=208)
Workers perceptions of Calgary Perceptions of Calgary are very positive overall among workers, and are largely comparable by market. Torontonians are more likely to identify Calgarians as friendly & welcoming, and those from Ottawa have a stronger perception of the quality of life in Calgary. % Agree/ Strongly Agree Calgary offers a range of outdoor recreational activities 78% 88% 87% 78% 80% Calgary is an innovative place where new ideas, businesses and people thrive 64% 69% 65% 62% 68% Calgary is an entrepreneurial city with a strong economy were businesses grow and prosper 75% 77% 85% 84% 79% Calgary offers a high quality of life including arts, culture, shopping and dining 63% 65% 73% 61% 65% Calgary has a young population with many young families, so there are good educational and recreational options 66% 65% 70% 72% 70% Calgary has safe communities with walkable neighbourhoods and easy access to amenities 69% 70% 65% 64% 56% The people in Calgary are friendly, welcoming and energetic 66% 77% 68% 68% 59% Calgary has a diverse population and international outlook 56% 59% 58% 63% 61% Vancouver Toronto Ottawa Montreal Halifax 23 14. Based on anything you know, or have heard, seen or read, how much do you agree with each of the following statements that could be made about Calgary? Base: Familiar with Calgary; Vancouver n=167, Toronto n=162, Ottawa n=158, Montreal n=154, Halifax n=136would you ever consider moving to, either
Students perceptions of Calgary Note: Small base sizes; interpret with caution. Directionally we can see that again, students in Torontonians have a stronger perception of the friendly, welcoming nature of Calgarians. Students in Vancouver and Montreal are less likely to agree that Calgary s population reflects diversity and international outlook. % Agree/ Strongly Agree Calgary offers a range of outdoor recreational activities 76% 71% 80% 65% 63% Calgary is an innovative place where new ideas, businesses and people thrive 56% 59% 65% 51% 70% Calgary is an entrepreneurial city with a strong economy were businesses grow and prosper 78% 67% 78% 65% 63% Calgary offers a high quality of life including arts, culture, shopping and dining 52% 65% 70% 57% 70% Calgary has a young population with many young families, so there are good educational and recreational options 58% 61% 58% 46% 60% Calgary has safe communities with walkable neighbourhoods and easy access to amenities 62% 55% 50% 51% 53% The people in Calgary are friendly, welcoming and energetic 70% 76% 65% 49% 53% Calgary has a diverse population and international outlook 38% 51% 53% 32% 57% Vancouver Toronto Ottawa Montreal Halifax 24 14. Based on anything you know, or have heard, seen or read, how much do you agree with each of the following statements that could be made about Calgary? Base: Familiar with Calgary; Vancouver n=50, Toronto n=51, Ottawa n=40, Montreal n=37, Halifax n=30would you ever consider moving to, either
How does Calgary compare to home city? - Workers Workers tend to rate their hometowns more favourably compared to Calgary on most elements, although Calgary clearly outshines the competition when it comes to economic opportunities. 37% 37% 39% 40% 30% 29% % Worse % Better 23% 22% 15% 6% Economic opportunities Transportation Quality of life Safety Shopping & Dining Global/international reach Environmentalism/ Greenness Diversity Quality of post-secondary institutions Arts & culture 35% 32% 27% 25% 22% 20% 18% 17% 17% 69% Net +63 +12 +10 +12-5 -15-17 -21-12 -23 25 15. From anything you have seen, read or experienced, how do you think Calgary compares with your home city on each of the following aspects? Base: Workers with some familiarity with Calgary, n=777would you ever consider moving to, either
How does Calgary compare to home city? - Students Students also tend to rate their hometowns more favourably than Calgary on most elements, aside from economic opportunities. 44% 38% 39% 27% 31% % Worse % Better 25% 12% 15% Economic opportunities Transportation Quality of life Safety Shopping & Dining Global/international reach Environmentalism/ Greenness Diversity 27% 25% 22% 24% 22% 22% 19% 52% Net +40 - - +7-7 -16-17 -25 37% Quality of post-secondary institutions 20% -17 39% Arts & culture 14% -25 26 15. From anything you have seen, read or experienced, how do you think Calgary compares with your home city on each of the following aspects?w Base: Students with some familiarity with Calgary, n=208would u ever consider moving to, either
% Rated Better than Hometown Economic opportunities Transportation Quality of life Safety Shopping & Dining How does Calgary compare to home city? While Calgary still has a clear advantage in economic conditions, ratings do vary by city. Interestingly, Halifax respondents tend to rate Calgary more favourably on a number of elements, despite having lower exposure and familiarity with Calgary on the whole perhaps the conception that a big city rates better on these elements. 29% 29% 34% 23% 26% 39% 25% 32% 28% 31% 37% 19% 23% 19% 18% 16% 27% 14% 61% 54% 68% 69% 81% 60% 56% Global/international reach Environmentalism/ Greenness Diversity Quality of postsecondary institutions Arts & culture Vancouver Toronto Ottawa Montreal Halifax 17% 14% 15% 23% 13% 33% 18% 26% 11% 10% 16% 13% 19% 15% 16% 21% 19% 17% 13% 13% 16% 10% 31% 39% 45% 27 15. From anything you have seen, read or experienced, how do you think Calgary compares with your home city on each of the following aspects? Base: some familiarity with Calgary, Vancouver n=217, Toronto n=213, Ottawa n=198, Montreal n=191, Halifax n=166uld you ever consider moving to, either
Perceptions, Motivations & Barriers Among WORKERS
Motivations for Relocation % Likelihood of moving for Regardless of overall impressions of a city, workers are more likely to relocate for a specific job opportunity rather than the promise of something that is not yet tangible. Quality of life also plays a significant role. A specific job offer Better quality of life Better employment opportunities 28% 26% 49% 47% 77% 73% 20% 39% 59% Very likely Fairly likely 29 3. Every day, people move for different reasons. How likely would you consider moving to another city for each of the following reasons? Base: Workers (n=873)which cities or parts of Canada would you ever consider moving to, either
Calgary as a business centre compared to other Canadian cities Done Business in Calgary? How does Calgary compare? (among business owners note: small base size) Yes 26% Much better 39% No 74% Done Business Elsewhere in Canada? Slightly better 21% No 16% About the same 39% Yes 84% Confirms Calgary s reputation as a city with a strong business reputation. 30 17b. Is Calgary a place where your company does business? Base: Business Owners, n=172 17c.And have you done business elsewhere in Canada? Base: Done business in Calgary (n=45) 17d. How does Calgary compare to other cities in Canada as a centre for business? Base: Business in Calgary & Elsewhere (n=38)
Consider Moving/ Expanding Business to Calgary? % Consider Moving/ Expanding to Calgary (among business owners) Maybe/ not sure 34% Yes 34% No 32% 31 18. Would you ever consider moving or expanding your business to Calgary? Base: Business Owners (n=172)
Perceptions of Business in Calgary Calgary has a solid business reputation. Workers agree that the economy is strong and consistent and that Calgary is generally a business-friendly city. However, some concerns exist with the ease and cost of doing business in the city. % Strongly/ moderately agree Calgary's economy is strong/growing 30% 49% 4% 1% 15% 79% Calgary has a consistent and steady economy 22% 49% 10% 2% 16% 71% Calgary is a good place to do business 20% 50% 4% 1% 25% 70% It is easy to do business in Calgary 10% 39% 6% 1% 43% 49% Calgary is an expensive place to do business 16% 30% 18% 4% 32% 46% Calgary's economic outlook is uncertain 5% 13% 39% 22% 21% 18% Strongly agree Moderately disagree Don t know Moderately Agree Strongly disagree 32 19. How much do you agree with the following statements about Calgary, and doing business in Calgary? Base: Workers (n=873)
How is Calgary viewed from a business perspective? Strengths Weaknesses Wealthy province/ city/ oil & gas Strong/ Booming economy Low taxes Growth/ Room for growth Business-friendly/ attitude Jobs/ Job opportunities Location Large/ educated labour force Natural resources The people 11% 9% 8% 8% 7% 5% 5% 4% 4% 24% Dependence on oil/ gas Location/ Isolated/ Far from major centres Climate/ Weather Racism/ Lack of diversity High cost of living High cost of business Lack of manpower/ Attracting people Image issues Cannot handle growth Conservative Pollution/ Environment 14% 11% 10% 8% 8% 6% 3% 3% 3% 3% 3% 33 19b/c. From a business perspective, what do you see as Calgary s greatest strengths/weaknesses? Base: Workers (n=873)
Motivators to moving to Calgary Low taxes Income opportunities Proximity to mountains/ nature Well-performing economy 65% 56% 53% 50% Accessibility of nature within city Lifestyle/ quality of place Employment opportunities for family members Reputation as friendly/ welcoming/ energetic Cost of living Diversity of employment opportunities Municipal gov/ Mayor Nenshi Culture & recreation Positive perceptions of Calgary/ Calgarians Weather/ climate Transportation Post-secondary opportunities for family Post-secondary opportunities for me 37% 35% 30% 28% 27% 26% 21% 19% 18% 15% 13% 7% 6% What to leverage in messaging? Work opportunities Strong economy/ low taxes Location/proximity to nature 34 21. Which, if any, of the following aspects would you consider motivating factors to move to Calgary to live and work? Base: Workers (n=873)
Barriers to moving to Calgary Distance to family back home Weather/ Climate Cost of living Housing affordability Unwillingness to uproot & move family Availability of housing Lack of awareness/ familiarity with Calgary Political environment Negative stereotypes/ perceptions Culture & recreation Lack of rental accommodation Employment opportunities for family members Commuting/ road network Quality of public transit system Diversity of employment opportunities Transportation Transferring educational credits from elsewhere Post-secondary opportunities for family Post-secondary opportunities for me 8% 5% 4% 22% 20% 19% 18% 17% 17% 16% 15% 13% 33% 30% 29% 50% 47% 45% 44% Cost of living and affordability are two areas that may prevent relocation to Calgary but can potentially be addressed with appropriate messaging. Elements such as climate and distance from family are strong barriers, but there is little ability to alter impressions here. 35 20. Which, if any, of the following reasons might prevent you from moving to Calgary to live and work? Base: Workers (n=873)
Housing and community preferences Housing Community Single family house 51% Established community 40% Apartment 21% Downtown 23% Condominium 15% Newer community 15% Just outside city 12% Semi-detached 13% Rural 10% Other 1% Other 1% 36 22. If you moved to a new city like Calgary, what type of housing would you be most likely to look for? 23. Generally speaking, what type of community do you prefer to live in? Base: Workers (n=873)
Perceptions, Motivations & Barriers Among STUDENTS
Considerations for Postsecondary institution Close to home/ general area All across country United States 21% 57% 68% Potential opportunity: Virtually ALL students at least considered schools outside their hometown or general area. International Other 1% 18% The challenge is understanding why they consider different locations and how to position Calgary as a contender. 38 28. When deciding which post-secondary institution to attend, where did you consider or will you consider looking? Base: Students (n=296)
Decision factors for postsecondary school selection Educational programs 71% 24% 94% Quality of faculty/staff 62% 31% 94% School reputation Job opportunities in the market after graduating Housing costs Housing types available Extracurricular activities City's arts & culture School size School's proximity to industry City nightlife 11% 27% 21% 24% 17% 20% 42% 58% 54% 27% Number of schools in the city/area10% 19% 39% 43% 37% 40% 31% 29% 38% 39% 27% 35% 67% 64% 61% 57% 51% 81% 80% 94% What matters to students? It s all about the school programs, staff and reputation. Of secondary importance are job opportunities and housing (post graduation considerations) Very important Fairly important 39 29. When deciding which post-secondary institution to attend, how important would you say each of the following factors are in making your final decision? Base: Students (n=296)
Motivators to moving to Calgary to study Low taxes Income opportunities Proximity to mountains/ nature Well-performing economy Accessibility of nature within the city Cost of living Lifestyle/ quality of place Diversity of employment opportunities Quality of education/ institutions Culture & recreation Employment opportunities for family members Selection of educational programs Positive perceptions of Calgary/ Calgarians Municipal government/ Mayor Nenshi Nightlife (None of these) 9% 7% 13% 25% 22% 21% 20% 32% 31% 31% 29% 44% 42% 38% 53% 52% What to leverage in messaging? Work to improve perceptions of quality of educational institutions, and include examples of key benefits: Opportunities Economy/low taxes Location/ mountains (Note: many of these things are post-graduation considerations) 40 32. What, if any, of the following would you say are your biggest motivators to moving to Calgary to study? Base: Students (n=296)
Barriers to moving to Calgary to study Distance to family back home Lack of awareness/ familiarity with Calgary Cost of living Housing affordability Weather Quality of education/ institutions Selection of educational programs Quality of public transit system Commuting/ road network Negative stereotypes/ perceptions Political environment Availability of housing Lack of rental accommodation Culture & recreation Nightlife Employment opportunities for family members (None of these) 61% 51% 46% 43% 35% 32% 31% 27% 27% 25% 23% 24% 23% 19% 14% 13% 4% What are obstacles to overcome with messaging? Grow familiarity with city Cost of living Affordability cost of living/ housing In particular, a greater familiarity with Calgary will likely improve overall perceptions of the city and make students more receptive to Calgary as a potential study destination. 41 31. What, if any, of the following would you say are your biggest barriers to moving to Calgary to study? Base: Students (n=296)
Perceptions, Motivations & Barriers Among VISITORS
Cities visited in past 5 years/ next 2 years % Likely to visit in next 2 years for business or leisure Toronto 54% Montreal Ottawa Calgary Vancouver Edmonton Halifax Winnipeg Saskatoon Regina None of these 28% 27% 20% 16% 11% 6% 6% 12% 43% 38% 52% 66% 38% 23% 17% 15% 43 4. Which of the following Canadian cities have you visited, for business or for leisure, for an overnight trip in the past 5 years? 5. How likely would you be to visit the following cities for an overnight trip in the next two years, either for business or for leisure? Base: All respondents (n=1169)
Reasons for visiting Calgary To visit friends or relatives 38% For business or a convention For pleasure, vacation or holiday 20% 28% Just passing through en route to the mountains To attend an event, such as a sporting event, concert or festival Personal - for medical or other professional services 6% 5% 2% 44 24. What was the main purpose of your most recent trip to Calgary? Base: Visited Calgary (n=323)
Familiarity with Calgary attractions/activities among visitors % Familiarity with Calgary Attractions/Activities Those who are Not at all Very already more familiar with the 11% 11% city of Calgary are not surprisingly more familiar with its amenities and 43% Not very 36% Fairly things to do in the city. 45 25. Overall, how familiar do you consider yourself to be with what there is to do in Calgary and its surrounding area? Base: Calgary traveller (n=670)
What messages describe Calgary as a tourist destination? % Agree/Strongly Agree Strong imagery associated with city of Calgary: outdoor adventure, scenery, western heritage and friendly atmosphere all rank highly among visitors. A place for outdoor adventure Naturally beautiful Western heritage brought to life Friendly & welcoming Exciting things to do 90% 82% 87% 78% 81% 68% 77% 69% 69% 67% Culturally diverse activities World class dining & shopping 54% 51% 53% 45% Worker Student 46 26. How much do you agree with each of the following statements in terms of how accurately they describe Calgary as a tourism destination? Base: Visitors to Calgary: Workers (n=520), Students (n=150)
Expectations of what can be found in Calgary Workers and students are in agreement that they expect an element of western heritage and an abundance of recreational opportunities in Calgary. Western heritage Recreational activities Local food scene Shopping 72% 68% 71% 73% 53% 64% 49% 58% Beyond that, students are more likely to expect a local food scene, music festivals and cultural elements, all of which suggests the marketing considerations towards students need to be tailored differently/ appropriately (or, conversely, that workers need to be educated on these elements). Music festivals Olympic experiences Arts & culture Fine/ world-class dining Unique, historic neighbourhoods Nearby UNESCO World Heritage sites National Sports Hall of Fame 12% 15% 38% 53% 37% 39% 34% 47% 26% 30% 26% 31% 27% 27% Worker Student 47 27. When you think about things you might be able to see or do in a destination, which of the following would you expect to find in Calgary? Base: Visitors to Calgary: Workers (n=520), Students (n=150)
Marketing Considerations
Recall of communications for City of Calgary Saw communications for Calgary in past year? Advertising recall by media source Don t know 21% Yes 19% TV ads TV/ news report Newspaper/ magazine articles 45% 37% 34% Media coverage of events 30% Online ads 25% No 60% Online news Newspaper ads Media reports 22% 21% 19% % Yes By City Vancouver 21% Toronto 20% Ottawa 22% Montreal 14% Halifax 17% Events in city Radio ads Outdoor ads Mayor's tour Other mentions 8% 8% 8% 6% 4% 49 33/34. Over the past year have you seen any advertising, marketing, communications, or any promotional materials for Calgary? Where did you see, read or hear these? Base: All Respondents (n=1169), Seen advertising (n=219)
Recall of communications for other Canadian cities Recall for communications specific to Calgary is higher than for any other individual city in Canada. Which city? Saw communications for another city? Calgary 19% Toronto 17% Don t know 18% Ottawa Vancouver Montreal 9% 8% 14% No 25% Yes 57% St. John's Halifax Newfoundland 8% 7% 6% Quebec City 5% East Coast 4% Saskatchewan/ Saskatoon 3% Other 16% 50 35/35b. Over the past year have you seen any advertising, marketing, communications, or any promotional materials for another city in Canada? Where did you see, read or hear these? Base: All Respondents (n=1169), Seen advertising (n=661)
Content of advertising recalled for other Canadian cities The content of advertising recalled for other cities primarily stem from tourism communications. Beauty (scenery/ nature/ landscapes) Activities & attractions (outdoor/ indoor) Tourism/ Offers & discounts Culture Fun/ Vibrancy Jobs/ Business opportunities History Diversity/ Variety Friendly/ Welcoming TV ad Info about schools Catch phrase Other mentions Don't know/nothing in particular 8% 8% 5% 5% 4% 3% 3% 3% 2% 1% 8% 17% 20% 34% 51 36. What was memorable/what do you recall about these advertising, marketing, communications or promotional materials? Base: Seen advertising for other city (n=661)
Impact of marketing on perceptions among those who recall Calgary advertising Marketing and communications are working to strengthen perceptions of Calgary. Would consider moving to Calgary Saw advertising Did not see advertising Saw advertising Did not see advertising Saw advertising 63% 47% Likely to move to Calgary 71% 70% % Favourable Impression 76% Saw advertising Did not see advertising Saw advertising Did not see advertising % Familiar with Calgary 36% 58% % Familiar with what to do in Calgary 41% 64% Did not see advertising 72% % Perceptions of Calgary improved Saw advertising 47% Did not see advertising 32% 52 6. Which cities or parts of Canada would you ever consider moving to, either to find work, due to a job offer, to study, or for the quality of life? Base: Workers (n=873)
Demographics
Worker Demographics Worker Sample Total Vancouver Toronto Ottawa Montreal Halifax Base size n=873 n=181 n=182 n=179 n=181 n=150 GENDER Male 52% 55% 54% 46% 50% 57% Female 48% 45% 46% 54% 50% 43% AGE 18 to 24 years 5% 6% 6% 6% 3% 1% 25 to 34 years 21% 23% 22% 21% 19% 23% 35 to 44 years 24% 28% 26% 20% 23% 25% 45 to 54 years 25% 22% 25% 25% 24% 29% 55 to 64 years 20% 18% 16% 21% 25% 19% 65 years or older 5% 3% 4% 7% 6% 3% Stone-Olafson 54
Worker Demographics LIVING SITUATION Worker Sample Total Vancouver Toronto Ottawa Montreal Halifax Base size n=873 n=181 n=182 n=179 n=181 n=150 Single/ living with parents 5% 8% 8% 4% 4% 1% Single/ living on own 23% 24% 21% 20% 29% 22% Single/ with roommates 4% 3% 5% 5% 3% 3% Single/ with children 4% 3% 3% 4% 5% 4% Couple/ no children 24% 28% 21% 25% 20% 26% Couple/ with children 24% 27% 24% 24% 23% 23% Couple/ grown children 13% 7% 14% 15% 13% 18% HOUSEHOLD INCOME Under $40,000 13% 15% 13% 8% 18% 12% $40,000 to $79,000 28% 30% 26% 29% 30% 20% $80,000 to $99,000 14% 16% 14% 14% 12% 15% $100,000 to $149,000 17% 17% 20% 19% 12% 18% $150,000 and above 14% 7% 18% 20% 9% 19% Prefer not to answer 14% 15% 10% 11% 19% 16% Stone-Olafson 55
Worker Demographics EDUCATION Worker Sample Total Vancouver Toronto Ottawa Montreal Halifax Base size n=873 n=181 n=182 n=179 n=181 n=150 Some high school or less 1% 1% 1% 1% 1% Graduated high school 5% 8% 4% 6% 5% 3% Some college/ university 15% 16% 19% 11% 14% 15% College/ university grad 48% 47% 44% 51% 51% 45% Some post-grad work 7% 9% 4% 7% 5% 11% Completed post-grad 23% 17% 28% 23% 23% 27% Prefer not to answer 1% 2% 1% 1% 2% 1% AREA OF STUDY Base size (those with post-secondary education) n=161 n=173 n=173 n=165 n=167 n=150 Engineering/ Professional Sciences 15% 11% 12% 19% 18% 14% Social Sciences 15% 14% 11% 19% 14% 15% Liberal Arts 12% 12% 18% 8% 9% 11% Sciences 9% 13% 9% 10% 8% 7% Medical 7% 8% 6% 5% 4% 11% Education 6% 6% 9% 4% 6% 4% Other 16% 16% 17% 20% 16% 12% Stone-Olafson 56
Worker Demographics EMPLOYMENT STATUS Employed full-time Self employed Employed part-time Worker Sample Total Vancouver Toronto Ottawa Montreal Halifax Base size n=873 n=181 n=182 n=179 n=181 n=150 76% 75% 79% 76% 72% 79% 13% 10% 10% 15% 16% 11% 11% 14% 12% 9% 12% 9% INDUSTRY/SECTOR Health Care Business Services Education Information & Communication Tech Government/ Public Service Financial Services Retail Transportation & Logistics Creative Industries Manufacturing Marketing/ PR/ Communications Film/ Television Energy/ Energy Services Real Estate/ Development NFP/ Charity/ Church Food & Accommodation Wholesale Personal Services Construction 11% 13% 10% 7% 10% 14% 11% 10% 9% 11% 15% 9% 11% 14% 13% 5% 13% 7% 10% 7% 9% 15% 11% 6% 9% 4% 5% 25% 2% 11% 7% 4% 12% 3% 8% 7% 6% 9% 5% 4% 5% 6% 5% 8% 2% 3% 8% 3% 4% 6% 4% 2% 3% 7% 4% 3% 8% 2% 4% 3% 3% 1% 3% 3% 4% 3% 3% 4% 3% 2% 3% 2% 3% 2% 1% 2% 2% 7% 3% 2% 3% 3% 2% 3% 2% 3% 2% 4% 1% 1% 2% 3% 3% 2% 2% 1% 2% 2% 1% 2% 3% 1% 1% 1% 1% 2% 1% 1% 1% 1% 2% 1% 1% Stone-Olafson 57
Student Demographics Student Sample Total Vancouver Toronto Ottawa Montreal Halifax Base size n=296 n=59 n=77 n=56 n=52 n=52 GENDER Male 37% 51% 42% 34% 33% 23% Female 63% 49% 58% 66% 67% 77% AGE 18 to 24 years 73% 73% 79% 71% 67% 73% 25 to 34 years 21% 22% 12% 23% 29% 23% 35+ 6% 5% 9% 5% 4% 4% LIVING SITUATION Single/ living with parents 37% 37% 52% 30% 35% 25% Single/ living on own 19% 25% 13% 27% 15% 15% Single/ with roommates 26% 24% 25% 27% 23% 31% Single/ with children 0% - - - 2% - Couple/ no children 14% 10% 5% 13% 21% 23% Couple/ with children 2% 4% 2% 2% 2% HOUSEHOLD INCOME Under $20,000 29% 24% 25% 30% 33% 38% $20,000 to $39,000 15% 20% 13% 16% 13% 12% $40,000 to $79,000 14% 12% 15% 11% 14% 19% $80,000 to $149,000 15% 13% 19% 9% 18% 14% $150,000 and above 4% 3% 4% 4% 2% 8% Prefer not to answer 23% 27% 23% 30% 21% 10% Stone-Olafson 58
Student Demographics EMPLOYMENT STATUS Student Sample Total Vancouver Toronto Ottawa Montreal Halifax Base size n=296 n=59 n=77 n=56 n=52 n=52 Undergraduate college/university student 72% 78% 79% 70% 62% 69% Grad student 28% 22% 21% 30% 38% 31% AREA OF STUDY Social Sciences 21% 15% 19% 25% 31% 13% Sciences 15% 17% 13% 9% 12% 25% Liberal Arts 10% 12% 13% 11% 10% 6% Medical 10% 14% 4% 16% 10% 8% Management/ Marketing 7% 3% 10% 5% 2% 15% Engineering/ Professional Sciences 7% 3% 8% 9% 10% 4% Education 4% 2% 3% 4% 12% 2% Other 8% 8% 10% 4% 10% 10% Not Stated 18% 25% 19% 18% 6% 17% Stone-Olafson 59