Iowa’s Collective Parks System: Cultivating Connections Between People and “Places of Quiet Beauty” Responsive Management Andrea Criscione, Research Associate February 1, 2010 Photo credit: Iowa Tourism Office

Mark Damian Duda

“His firm is recognized as the leading social science research firm in the nation that works in the natural resources arena.” –Dr. Steve L. McMullin, Associate Department Head and Associate Professor of Fisheries and Wildlife, Virginia Tech “Responsive Management provided extraordinary services to my research project, which involved a large-scale telephone survey about cultural diversity and attitudes toward marine animals in Los Angeles. This was a challenging project, involving a lengthy survey that needed to be translated into several languages, and required a complex sampling strategy. Mark provided invaluable guidance in refining my survey instrument, structuring the sampling design, and working out the survey’s logistics. And his friendly, knowledgeable and professional staff worked closely with me before, during and after the survey was completed. I would recommend Responsive Management to anyone planning a survey or focus group about wildlife and wildlife management.” –Dr. Jennifer Wolch, Professor, University of Southern California “Thank you, Mark, for the tremendous effort you and your staff have provided us in developing our recreation plan. From the survey design through data analysis, you and your dedicated staff have graciously assisted us throughout the process and beyond your contractual obligation. I am proud to present these survey findings and am confident in their source and meaning.” – Bob Ehemann, Division of Parks and Recreation, Delaware Department of Natural Resources and Environmental Control

Organizational Structure

Parks and Recreation  Iowa Survey for the State Comprehensive Outdoor Recreation Plan (SCORP)  Delaware Residents’ Outdoor Recreation Use Patterns and Needs: SCORP Survey and Report  Missouri Residents’ and Recreational Professionals’ Opinions on Parks and Recreation in Missouri  New Hampshire Residents’ Opinions on and Participation in Outdoor Recreation  Washington State Parks 2008 Survey  Washington State Parks Centennial 2013 Survey  Kansas Residents’ Participation in, Opinions on, and Attitudes Toward Outdoor Recreation

Planning and Communication

Why Responsive Management? Credibility and Proven Record Experience Service Facility and Expert Personnel

STUDY METHODOLOGY

Scope of Work  Collaborative, multi-tiered approach  Approach encompasses market research, citizen engagement efforts, and strategic market planning  Our research will: provide a better understanding of Iowa park users and outdoor recreationists develop recommendations for strategic planning, messaging, and outreach strategies.

Overall Approach  Initial Planning Session  Interviews with Key Personnel  Focus Groups and Input Sessions  Telephone Survey  Data Analysis  Report Findings  New Mission Statement  “Document of Discovery” Workshop

Nonparametric Analysis Note: Some variables have been excluded from the graph to conserve space More information about activities would encourage participation or more active participation in outdoor recreation activities in Iowa Z-SCORE Is years old p ≤ Participated in mountain biking in past 2 years in Iowa p ≤ Acquiring open space, such as greenbelts and buffers to urban development, for outdoor recreation activities should be a high priority p ≤ Participated in visiting entertainment facilities, such as multiplex fields, in past 2 years in Iowa p ≤ Resident of Central Region p ≤ Interested (but hasn’t participated) in camping in a tent in next 2 years p ≤ Participated in lake fishing in past 2 years in Iowa p ≤ 0.01 Thinks there are too few forests in Iowa p ≤ 0.01 Thinks there are too few open natural areas or green space in Iowa’s suburban and urban areas in Iowa p ≤ 0.01 Participated in baseball in past 2 years in Iowa p ≤ 0.01 Participated in using trails for physical fitness in past 2 years in Iowa p ≤ 0.01 Has a bachelor’s degree p ≤ 0.01 Would like to see paved bike trails added in the area p ≤ 0.01 Considers place of residence to be in a large city or urban area p ≤ 0.05 No member of immediate household has a physical disability p ≤ 0.05 Has a master’s degree p ≤ 0.05 INSIGNIFICANT AND NEGATIVE Z-SCORES OMITTED

KEY ISSUES Photo credit: Iowa Tourism Office

Best Research Practices  Ethics and Integrity  Commitment to Client  Best Research Approach  Quality Assurance

Various Research Methods  Equal likelihood of being selected for survey  Increased response rate and reduced bias  Improved speed and accuracy of data collection  Cost effective and timely data collection and analysis  Minimal environmental impact

Responsive Management Strengths in Relation to Project  Specialize in conducting high quality, accurate survey and market research  Specialize in conducting research on conservation, natural resource, and outdoor recreation issues  Expert staff and personnel

Additional Keys to Project Success  Obtaining research results that are practical for multiple partners and stakeholders  Defining clear goals and objectives for survey instrument to address different concerns and missions of various partners and stakeholders  Identifying clear target audiences and effective messaging recommendations to inform fundraising efforts  Providing research report as a central resource throughout the planning process and beyond

Photo credit: Iowa Tourism Office