fresno livability study

creat ive f resno : : l i vab i l i ty sur vey

Innovation is two parts attitude and one part action. The Central Valley has a history of innovative and creative activity that went dormant over the past several

decades. The causes and theories are widespread as to why this happened, but uncovering the antecedents are of less importance to the revival of a creative culture that can be energized and nurtured long into the future. Attitude and action are the paths to regenerating an innovative culture in the Central Valley.

Instilling attitude and action cannot be achieved by pursuing a short path. Indeed, it is not a natural process to a destination. Rather, it must be imbued into the culture of a community with significant and careful agitation that will encourage many to embrace change and support both the successes and failures that change will produce. How to move a community in this direction is no simply task. But if we are to be successful in all other venues of change in the community, the desire for change coupled with its disruption must be considered to be normal and useful.

We live in an age where location is of little importance and great importance. Little importance in regards to physical location. Great importance in regards to the “mental tissue of a community.” How do the residents perceive themselves? What support is available to encourage innovative and creative activity? What initiatives are in place to improve the cultural development of the community?

How tolerant is the community to behaviors and ideas that do not fit preconceived notions of appropriate behavior? The new century will reward communities that thrive on creation rather than on maintaining the status quo. But reception to innovation comes from a belief that change can promise much more than an improved quality of life. Rather that innovation itself brings about change that is rewarding and fulfilling to the citizens who participate and encourage its growth.

Creative Fresno is working hard to not only challenge common truths, but to seek a vision that will enhance the quality of life of all members of the community regardless of their station. While some efforts may appear to be modest in scope, we firmly believe that an innovative culture comes from a multi pronged attack throughout the community that ultimately leads citizens to a level of comfort and later a desire to embrace the force of innovation.

The survey results covered here are to provide the community with a better understanding of what “creative types” who reside here seek in their chosen location. The survey pays special attention to those “knowledge workers” that have lived here for some time and those that recently arrived. Can we retain them? Will they leave? What do they believe to be the value of the community? What would they like to see more of ?

Livability Priorities for the Fresno Creative Class Creative Fresno Survey Results

By: Timothy M. Stearns The Lyles Center for Innovation & Entrepreneurship

EXECUTIVE SUMMARY


WHO TOOK THE SURVEY?

• A total of 564 people completed the survey

• The average age of respondents is 34 years old

• Forty-five percent of the respondents are single

• Seventy-three percent of the respondents do not have children

• Forty-three percent have lived in Fresno 5 years or less

• Forty-six percent are currently enrolled in college

• Twelve percent of the respondents have graduated from college within the last 5 years. Eighty-one percent of the respondents are California natives

• Females composed 62% of the respondents

IMPORTANT FACTORS IN

CONSIDERING A PLACE TO LIVE

Quality of life is critical to any community. It is perceived differently which can make the community attractive to some and not attractive to others. When respondents were asked their top and bottom reasons for selecting a place to live, the following was recorded:

Respondents’ top 3 reasons for selecting a place to live are: 1. ability to have a job I am happy with 2. affordability 3. close to friends and family

Respondents’ bottom 3 reasons for selecting a place to live are: 1. to get away from urban life 2. opportunities to make lots of money 3. access to outdoor recreation

Respondents suggest that work is important, but not necessarily as a vehicle to achieve great wealth. Family remains strong as a reason to select a place to live as well as cost. Despite efforts to portray the region as having great access to outdoor recreation, this is not a feature regarded to be important. Affordability is of prime importance, which makes sense when people choose a job that makes them happy rather than wealthy. And respondents do not see escaping urban living as criteria in their choice of living locations.


HOW DOES FRESNO RATE?

In thinking about the place where you live, respondents were asked to identify what they believed to be the key amenities and key liabilities of Fresno:

When asked to rate Fresno, respondents stated the top 3 amenities were: 1. close to friend and family 2. ethnic and cultural diversity 3. affordability

The bottom 3 reasons for rating Fresno were: 1. opportunities to make lots of money 2. vibrant arts and creative scene 3. away from urban life

Fresno is about friends and family. This appears to be a strong factor for making Fresno an enjoyable place to live. The ethnic and cultural diversity is also viewed as a plus and the cost of living. Despite the recent rise in housing costs, Fresno is still viewed as an affordable place to live. While respondents state they do not chose a place to live based on opportunities to make lots of money, they apparently would like to see Fresno as a place where people have such an opportunity. The lack of a vibrant arts and creative scene is looked upon as a liability and Fresno is not seen as a city that has much of an urban life.

WHERE DOES FRESNO

COMPARE TO WHAT IS

IMPORTANT?

Having learned what respondents consider to be important in choosing a place to live and what they believe Fresno has to offer, a comparison was made between the two. Where does Fresno excel and where does Fresno fall flat?

Respondents were asked to identify what factors in a place to live were important and how Fresno compared. Areas where Fresno exceeded levels of importance were: 1. access to outdoor recreation 2. ethnic and cultural diversity 3. away from urban life

Fresno was low in meeting levels of importance in 1. ability to have a job they are happy with, 2. entertainment venues, and 3. arts and creative scene.

Though not considered to be an important factor in choosing a place to live, respondents feel that the amenities offered by access to outdoor recreation are very high. They also see ethnic and cultural diversity in Fresno as exceeding what they place as important as well as being removed from urban life. But keep in mind, Fresno rates high in areas were respondents did not place much importance in making a selection for where to live. On the other hand, Fresno failed to measure up to respondents importance place on obtaining a job they could be happy with, entertainment venues, and the arts and creative scene.


WILL THEY STAY OR WILL

THEY GO?

Location is not necessarily a choice. It can be a function of circumstance, necessity, or desire to stay in close contact with family and work. Respondents were asked where they expected to live five years from now:

• Most respondents believe they will be living in the Fresno Area five years from now with Northern California the second most likely location.

• Most respondents would prefer to live in Northern California 5 years from now with Fresno the second most desirable location.

• Southern California was considered a desirable place to live below the choice of living outside of California.

• As respondents increase in age groups, desirability of living in Southern California decreases substantially.

• Desirability for living in Northern California decreases for married respondents who make Fresno their first choice for a place to live.

Southern California is no longer an attraction for those living in the Central Valley. It may be that respondents see the collapse of infrastructure in terms of highways, schools, and safety as hampering quality of life while Northern California has greater amentities. Regardless, Fresno should be looking north as a region to emulate if it wants to retain those who currently live here.


WHERE ARE THE YOUNG PEOPLE?

The most coveted group for attraction and retention across the country are college graduates 25-45 years of age. Regarded as “Knowledge Workers”, they have the greatest potential for productivity, commanding high salaried jobs, and give a greater portion of their time and wealth back to the community. In addition, they have many productive years ahead of them making them a long-term investment. Is it any wonder that the State of Iowa is considering the elimination of state taxes of any one under 30 years of age? So what does this group think about where they live and would like to live?

• The 26-30 age group finds Northern California the most desirable place to live followed by the Fresno Area, outside of California, outside of the United States, Southern California, and the Central Valley outside of Fresno.

• Forty-six percent of the 26-30 age group do not expect to live in Fresno 5 years from now.

• Fifty-two percent of those who have been in Fresno less than 5 years but have graduated from college between 2000-2004 plan to leave Fresno within 5 years.

• College graduates of more than 5 years and having lived in the Fresno area for more than 5 years are less likely to plan on leaving.

Fresno still rates highly as a place to live with Northern California considered to be the most attractive location. However, nearly half of this age group does not expect to live in Fresno five years from now. And over 50% of those Knowledge Workers who have moved to Fresno in the last five years and recently graduated from college, plan to move away from Fresno in the next five years. On the other hand, for Knowledge Workers who have been in Fresno more than five years, moving away from Fresno is less likely to happen.

WHERE TO LIVE IN FRESNO?

Fresno is not robust in its choices of places to live. Suburbs predominate the landscape with only a fledgling effort to provide housing downtown. Opportunities to secure rural living is still available, but with no guarantee that rural features will remain in place longer than a decade. Respondents indicated that:

The most desirable places to live according to those who plan to stay in Fresno are: 1. suburbs 2. rural areas 3. neighborhoods near downtown

The three most undesirable places to live according to respondents who plan to stay in Fresno are: 1. downtown of a small city 2. neighborhood near the downtown of a small city 3. the downtown area

Suburbs are still the places of choice. But is that a function of options available or actual desires?


WHAT IS CONSIDERED

DESIRABLE LOCATIONS IN

FRESNO?

Age is an important factor in what is considered to be a desirable place to live:

• Respondents between the ages of 18-21 rated living downtown as least desirable among eight choices.

• Current college students are less likely to want to live downtown or in a neighborhood near downtown.

• College graduates having lived in Fresno less than 5 years are highly interested in living downtown.

• Respondents between the ages of 26-30 rated living in a neighborhood near downtown the most desirable place followed by the suburbs and downtown.

• Respondents between the ages of 31-35 identified the suburbs as the most desirable place to live followed by rural areas, a neighborhood near downtown, and downtown out of eight choices Knowledge Workers who have recently arrived to the Fresno area desire to live in or near downtown Fresno.

• Respondents who moved to Fresno within the past 5 years and have been out of college for more than 5 years rank living in a neighborhood near downtown and downtown as most desirable.

Very young adults and those working on their college education find downtown unappealing as a place to live. However, those in their 20’s and 30’s are more interested in downtown and its surrounding areas. And recently arrived Knowledge Workers find a downtown and adjacent neighborhoods as the most desirable place to live.

WHAT TYPE OF HOUSING

DO THEY WANT TO LIVE IN?

Lofts, house, townhouse, apartment, and more are options people have when deciding the type of accommodations that suit them. Based on the survey:

Those respondents planning to live in Fresno overwhelmingly desire living in a house. A townhouse or downtown loft were considered next of six choices. A high-rise apartment was considered least desirable.

A cumulative profile of the respondent most likely to want to live in a downtown loft is: 26-30 years of age, living with a significant other, with no children.


WHAT TYPE OF NEIGHBORHOOD

DO THEY WANT?

Respondents ranked 26 factors considered important in selecting a neighborhood. The top 5 ranked factors were: 1. safety 2. affordability 3. walkable streets 4. strong sense of community 5. many different job opportunities

Respondents ranked 26 factors considered least important in selecting a neighborhood. The bottom 5 ranked factors were; 1. professional sports 2. near large malls and shopping centers 3. a place to start a business 4. nightlife 5. access to outdoor sports

HOW DOES FRESNO

ATTRACT AND RETAIN

KNOWLEDGE WORKERS?

Knowledge Workers, those coveted most in the labor force by communities across the nation, are skilled and educated individuals with the capacity to increase productivity, command higher salaries, and spawn new industries through entrepreneurial behaviors. Fresno has acquired a base of knowledge workers over the decades largely a result of California State University, Fresno. More recently, knowledge workers have migrated to the Fresno area as a result of economic and population pressures that exist in the coastal cities of California. And there is anecdotal evidence that Fresno is attracting a greater number of knowledge workers who previously lived in Fresno or have arrived from destinations outside of California.

In our study, we separated Knowledge Workers into two types: 1. individuals with a college degree who have lived in Fresno 5 years or more 2. individuals with a college degree who have lived in Fresno less than 5 years

In addition, we identified those respondents who are currently in college (future Knowledge Workers) and compared the three groups with the general population of respondents (those who would not be considered to be Knowledge Workers).


SEVERAL IMPORTANT

TRENDS EMERGED FROM

THE SURVEY

In considering factors as important for selecting a place to live, the number one choice among all groups was “having a job I am happy with”. Knowledge Workers who have recently arrived place a high priority on a community with a “vibrant arts and creative scene” and a “diverse mix of individuals living in the area”. “Close to friends and family” was not a high choice factor, though was a high factor for the other groups in the study.

When asked “How do you rate Fresno on these factors”, newly arrived Knowledge Workers found Fresno to provide a job that they are happy with, affordable, and with easy access to recreation. However, they found the city lacking in a vibrant arts and creative scene. Long term Knowledge Workers cite Fresno providing a place that is close to friends and family, but are less supportive of the notion that Fresno provides a place for a job that they are happy with.

Respondents were asked where they expected to be living in five years based on their current career path. Fresno remains their number one prediction, followed by Northern California.

When asked where they would choose to live in five years, those with college degrees identify the Fresno area as their number one choice followed by Northern California. However, the respondents either working on a college degree or who lack a college degree, identify Northern California as their first choice followed by Fresno. Of note, none of the groups finds Southern California as an attractive choice for living.

Respondents who were planning to stay in the Fresno area were asked what type of neighborhood they would prefer to live. Recently arrived Knowledge Workers identified both the suburbs and a neighborhood near downtown as their top choices. Suburbs were identified as the number one choice among all other groups in the sample, though the downtown and downtown neighborhoods were considered highly desirable except for students currently enrolled in college.

The type of housing most desired among respondents was a house, followed by a downtown loft, except for those currently in college. The least dsireable forms of housing were apartments, though current college students found apartments to be more attractive than downtown lofts.

Respondents were asked what aspects of a neighborhood were most important in their choices. Twenty-six items were listed. Universally, safe streets was the most important.


For recently arrived Knowledge Workers, “a place that welcomes diversity” was second and was considered ninth by Knowledge Workers who have lived in the Fresno area more than 5 years. “Places to gather” was rated third and fourth by new and old Knowledge Workers respectively with “access to ethnic cultures” rated highly only for recently arrived Knowledge Workers. Other aspects that rated highly for all groups was “accessible, walkable streets” and “a strong sense of community”. “Art and culture” was considered important for recently arrived Knowledge Workers, but not necessarily for others in the community. Where an “affordable place to live” was rated important by recent Knowledge Workers, it was considered highly important by other groups in the study. Of note, “good public school systems”, “access to adventure sports”, “place with professional sports”, “near shopping malls”, and a “place to start my business” were considered least important.

How do knowledge workers differ from those pursuing other career paths in the community? Is there a fundamental difference in how the community is viewed and desired based on whether one is a knowledge worker recently moved to the Central Valley, a knowledge worker in the community for some time, and those future knowledge workers that are already here preparing for their careers.

The interest in knowledge workers and the places they choose to live is currently of great interest.


QUESTION 1:

What do you consider the most impor tant factor in selecting a place to live? (scale 1–10)

0 1 2 3 4 5 6 7 8

KNOWLEDGE WORKERS (LESS THAN 5-YR RESIDENTS)

KNOWLEDGE WORKERS (OVER 5-YR RESIDENTS)

CURRENTLY IN COLLEGE

ALL RESPONDANTS

ABILITY TO HAVE A JOB I AM HAPPY WITH

0 1 2 3 4 5 6




ALL RESPONDANTS

CLOSE TO FRIENDS AND FAMILY

QUESTION 2:

How would you rate Fresno on the same factors? (scale 1–10)

0 1 2 3 4 5 6




ALL RESPONDANTS

FRESNO:ABILITY TO HAVE A JOB I AM HAPPY WITH

0 1 2 3 4 5 6




ALL RESPONDANTS

FRESNO:CLOSE TO FRIENDS AND FAMILY


QUESTION 1: (CONTINUED)


0 1 2 3 4 5

KNOWLEDGE WORKERS(LESS THAN 5-YR RESIDENTS)

KNOWLEDGE WORKERS(OVER 5-YR RESIDENTS)


ALL RESPONDANTS

RECREATION with easy access such as hunting, skiing, surfing, mountain climbing, etc.

0 1 2 3 4 5 6




ALL RESPONDANTS

DIVERSE MIX OF INDIVIDUALS LIVING IN THE AREA

QUESTION 2: (C0NTINUED)


0 1 2 3 4 5 6




ALL RESPONDANTS

FRESNO:RECREATION with easy access such as hunting, skiing, surfing, mountain climbing, etc.

0 1 2 3 4 5 6




ALL RESPONDANTS

FRESNO:DIVERSE MIX OF INDIVIDUALS LIVING IN THE AREA




0 1 2 3 4 5 6




ALL RESPONDANTS

ENTERTAINMENT VENUES such as nightclubs, restaurants, places to hang out

0 1 2 3 4 5 6




ALL RESPONDANTS

WEATHER



0 1 2 3 4 5

KNOWLEDGE WORKERS(LESS THAN 5-YR RESIDENTS)



ALL RESPONDANTS

FRESNO:ENTERTAINMENT VENUES such as nightclubs, restaurants, places to hang out

0 1 2 3 4 5




ALL RESPONDANTS

FRESNO:WEATHER




0 1 2 3 4 5




ALL RESPONDANTS

ABUNDANT OPPORTUNITIES TO MAKE LOTS OF MONEY

0 1 2 3 4 5 6




ALL RESPONDANTS

AFFORDABILITY



0 1 2 3 4 5




ALL RESPONDANTS

FRESNO:ABUNDANT OPPORTUNITIES TO MAKE LOTS OF MONEY

0 1 2 3 4 5 6




ALL RESPONDANTS

FRESNO:AFFORDABILITY



What do you consider the most impor tant factor in selecting a place to live?

RANKING CURRENTLY KNOWLEDGE KNOWLEDGE IN COLLEGE WORKER WORKER FUTURE LESS THAN 5-YR MORE THAN 5-YR KNOWLEDGE GENERAL RESIDENT RESIDENT WORKER POPULATION

Ability to have a job I am happy with 1 1 1 1

Affordability 2 2 2 2

Vibrant arts and creative scene 3 6 6 7

Diverse mix of individuals living in area 4 7 7 6

Weather 5 4 4 4

Entertainment venues 6 5 5 5

Close to friends and family 7 3 3 3

Recreation with easy access 8 7 8 8

Opportunity to make lots of money 9 9 9 9

Away from urban life 10 10 10 10


How would you rate Fresno on the same factors?


Ability to have a job I am happy with 1 5 5 5

Affordability 2 4 2 4

Recreation with easy access 3 2 4 3

Diverse mix of individuals living in area 4 3 3 1

Weather 5 6 6 6

Close to friends and family 6 1 1 2

Away from urban life 7 9 8 8

Entertainment venues 8 7 7 7

Vibrant arts and creative scene 9 8 9 9

Opportunity to make lots of money 10 10 10 10


QUESTION 3:

Based on your current career path, where will you most likely be living five years from now? (scale 1–10)

0 1 2 3 4 5 6

OUTSIDE OF U.S.

SOMEWHERE IN THE U.S.(OUTSIDE OF CALIFORNIA)

SOUTHERN CALIFORNIA

NORTHERN CALIFORNIA

SOMEWHERE IN CENTRAL VALLEY(OUTSIDE FRESNO AREA)

FRESNO AREA

OUTSIDE OF U.S.


SOUTHERN CALIFORNIA

NORTHERN CALIFORNIA


FRESNO AREA

OUTSIDE OF U.S.


SOUTHERN CALIFORNIA

NORTHERN CALIFORNIA


FRESNO AREA

OUTSIDE OF U.S.


SOUTHERN CALIFORNIA

NORTHERN CALIFORNIA


FRESNO AREA


KNOWLEDGE WORKERS (MORE THAN 5-YR RESIDENTS)


ALL


QUESTION 4:

If you could choose a place to live, where would you like to be living five years from now? (scale 1–10)

0 1 2 3 4 5

OUTSIDE OF U.S.


SOUTHERN CALIFORNIA

NORTHERN CALIFORNIA


FRESNO AREA


OUTSIDE OF U.S.


SOUTHERN CALIFORNIA

NORTHERN CALIFORNIA


FRESNO AREA

KNOWLEDGE WORKERS (MORE THAN 5-YR RESIDENTS)

OUTSIDE OF U.S.


SOUTHERN CALIFORNIA

NORTHERN CALIFORNIA


FRESNO AREA


ALL

OUTSIDE OF U.S.


SOUTHERN CALIFORNIA

NORTHERN CALIFORNIA


FRESNO AREA


KNOWLEDGE WORKER (LESS THAN 5-YR RESIDENT)

1. Neighborhood near downtown

2. Suburbs

3. Downtown area

4. Rural areas

5. Small town

6. Suburbs of small town

7. Downtown of small city

8. Downtown neighborhood of small city

KNOWLEDGE WORKER (MORE THAN 5-YR RESIDENT)

1. Suburbs

2. Rural areas


4. Downtown area


6. Small town



CURRENTLY IN COLLEGE (FUTURE KNOWLEDGE WORKERS)

1. Suburbs

2. Rural areas

3. Small town




7. Downtown area


ALL

1. Suburbs


3. Downtown area

4. Rural areas

5. Small town




QUESTION 8

If you are planning to stay in the Fresno Area, what types of areas or neighborhoods would you most likely choose to live?


QUESTION 9

If you are planning to stay in the Fresno Area, what type of housing would you be most likely to choose?

KNOWLEDGE WORKER (LESS THAN 5-YR RESIDENT)

1. House

2. Downtown loft

3. Townhouse

4. Apartment, large complex

5. Apartment, small complex

6. High rise apartment

KNOWLEDGE WORKER (MORE THAN 5-YR RESIDENT)

1. House

2. Downtown loft

3. Townhouse




CURRENTLY IN COLLEGE (FUTURE KNOWLEDGE WORKERS)

1. House

2. Townhouse



5. Downtown loft


GENERAL POPULATION

1. House

2. Downtown loft

3. Townhouse





QUESTION 10

How impor tant are each of the following to you when choosing a neighborhood you would most like to live in?


Safe streets 1 1 1 1

A place that welcomes diversity 2 9 9 6

Gathering places 3 4 8 5

Access to ethnic cultures 3 20 20 15

Accessible, walkable streets 5 3 4 3

Strong sense of community 6 4 5 4

Art and culture 7 13 22 10

Affordable place to live 8 2 2 2

Concern with the environment 9 7 13 7

People with different lifestyles 10 15 17 11

Neighborhoods with unique character 11 11 19 13

Good public transportation 12 12 21 14

Different job opportunities 13 10 3 9

Scenic beauty 13 4 7 8

Access to beaches, lakes, rivers 15 17 11 18

Near trail systems and parks 16 18 16 20

Mild climate 17 18 12 16

Low traffic congestion 18 8 15 12

Place with people my age 19 21 14 21

Near nightlife 20 25 23 23

Near friends and family 21 16 10 17

Good public school system 22 14 6 19

Access to adventure sports 23 22 25 22

Place with professional sports 24 26 26 26

Near shopping malls 25 24 24 24

Place to start my business 26 23 18 25


ABOUT CREATIVE FRESNOAttracting the “creative class” or knowledge workers is the new driving force behind economic growth and urban revitalization. Creative Fresno is a grassroots effort that harnesses the strength of the creative class to create a stronger community. Creative Fresno fosters economic, cultural, and artistic activities by leveraging member’s time, talent, and fresh ideas.

Creative Fresno is currently focusing on creating/retaining authentic neighborhoods, completing mural ally, working with schools to infuse creativity, and helping to strengthen the internal perception of Fresno through Creative Blenders and other image efforts.

To become involved in Creative Fresno or to make a donation, please send an email to [email protected].

To receive additional information and meeting notices, please sign up under the “Join the Discussion” link at www.creativefresno.org.

[email protected]. www.creativefresno.org

ABOUT THE LYLES CENTER FOR INNOVATION & ENTREPRENEURSHIPAs a leading national entrepreneur center, the Lyles Center for Innovation and Entrepreneurship at California State University, Fresno, assists both students and community members in pursuit of their entrepreneurial goals. Recognized as a leader in entrepreneurship education, the Lyles Center uses its strategic position to leverage resources from the entire University to assist innovators and entrepreneurs in the development of their business. The Lyles Center acts as a bridge for the campus and community, linking resources of both to achieve success in the marketplace.

2743 E. Shaw Avenue Suite 120 M/S OF126 Fresno, California 93710-8205

T 559.294.2045 F 559.294.6655

[email protected] www.lylescenter.com

CREDITS:

PROJECT LEADS: Suzanne Bertz-Rosa, Henry T. Perea

EDITORS: Jocelyn Fuller, Jaime Holt, Timothy Stearns

DATA COMPILING: Jim Wright

REPORT DESIGN: Suzanne Bertz-Rosa

PRINTING: Provided by the Lyles Center for Innovation & Entrepreneurship