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Table of Contents

BBC RESEARCH & CONSULTING i

Summary of Survey Results .......................................................................................................... 1

Methodology

Instrument development .............................................................................................................. 2

Sample design................................................................................................................................ 2

Survey implementation ................................................................................................................. 2

Survey analysis .............................................................................................................................. 2

Who are the Survey Respondents?

Respondent ages ........................................................................................................................... 3

Length of residence in Bozeman ................................................................................................... 3

Household size............................................................................................................................... 4

Educational attainment ................................................................................................................. 4

Household income ......................................................................................................................... 5

Respondent Awareness and Concerns Regarding Water‐related Issues

Most important water issues ........................................................................................................ 5

Level of concern regarding scarcity ............................................................................................... 6

Attention to own water use .......................................................................................................... 8

Changes in water use .................................................................................................................... 9

Outdoor Water Use

Watering frequency ..................................................................................................................... 11

Watering time of day ................................................................................................................... 12

Awareness and Support for Conservation Measures

Recall of any water conservation messages ................................................................................ 12

Awareness of current Bozeman water conservation measures .................................................. 13

Support for potential future conservation measures ................................................................. 13

Preferred means of communication ........................................................................................... 17

BBC RESEARCH & CONSULTING PAGE 1

TheCityofBozeman(theCity)retainedBBCResearch&Consulting(BBC)inlatesummer2014toconductatelephonesurveyofitssinglefamilyresidentialwatercustomersconcerningtheiropinions,attitudesandawarenessregardingwateruse,waterissuesandpotentialwaterconservationmeasures.Bozemanisdevelopinganenhancedwaterconservationprogramandwillusetheinformationfromthesurveytobetterunderstandcustomervaluesandtoprovideapotentialbenchmarkforcomparisonwithfutureresearchfollowingeducationandoutreachefforts.

Thisreportdocumentsthecustomerresearchanditsresults.

Summary of Survey Results

ThemajorityofBozemanresidents(59%)arenowpayingmoreattentiontotheirwaterusethantheyhaveinthepast.Asimilarproportionofresidents(60%)indicatethattheyhavechangedhowmuchwatertheyuseduringthepastfewyears.Concernsaboutcurrentorfuturewaterscarcityandtheenvironmentalimpactsofwaterusearethelargestfactorsmotivatingthesechanges,butfinancialmotivations(concernsaboutthecostofwater)arealsoanimportantconsiderationformanyresidents.

Likemunicipalwatercustomersinotherplaces,whenaskedaboutthemostimportantwater‐relatedissueinBozeman,thelargestnumberofcustomersmentionedwaterqualityattheirhomes.AlthoughmanyBozemanresidentsarealsoconcernedaboutwaterscarcity,particularlytomeettheneedsoffuturegrowthinthecity,theemphasisthatresidentsplaceonwaterqualityisanimportantreminderthatthefundamentalpurposeofmunicipalwaterutilities(atleastintheeyesoftheircustomers)istoprovidehighqualitywaterfordrinkingandsanitaryuses.

MostsinglefamilyhomesinBozemannowhaveingroundsprinklersystems(72%).Onaverage,Bozemanhouseholdswatertheiryards2.8timesperweekduringthesummerseason.NewerBozemanresidentsandyoungerresidentsgenerallywatertheirlawnsmorefrequentlythanlongtimeresidentsandolderresidents.Overall,about27percentofBozemanhouseholdswatertheiryardsmorethanthreedaysperweekduringthesummerseason.However,fewresidents(6%)watertheiryardsduringtheheatoftheday(between9AMand5PM).

Slightlymorethanhalf(52%)ofBozemanresidentsindicatethattheyhaveseenorheardmessagesaboutreducingwateruseduringthepastyear,butonly20percentofresidentsareawareofanywaterconservationprogramsofferedbytheCityofBozeman.MostoftheminorityofresidentswhoareawareofBozemanconservationeffortsarefamiliarwiththeCity’stoiletreplacementprogram.

Residentswereaskedabouttheirlevelofsupport(oropposition)to12potentialconservationmeasurestheCitymayconsiderinthefuture.Voluntarilynotwateringduringthehottestpartofthedaywasthemosthighlysupportedmeasure.Thenextmostwidelysupportedmeasureswereawebsitewithwaterconservinginformationandtoiletreplacementrebates.Ingeneral,voluntaryandinformationalmeasuresreceivedthemostsupport.Withtheexceptionofrelativelystrongsupportforchangesinthebuildingcodetorequirehighefficiencyfixturesinallnewconstruction,mandatorychangestobuildingcodesandotherchangesinrequirementsfornewdevelopmentgenerallyreceivedtheleastsupport.Amongthislattergroupofpotential


conservationstrategies,respondentsweremostsupportiveoflimitingthepercentageofoutdoorlandscapethatcanbeturf(meansupportof5.57on1to10scale),lesssupportiveofrequiringhighefficiencyfixtureswhenhomesareresold(meansupportof4.96)andleastsupportiveofrequiringsmallerlotsizesfornewconstruction(meansupportof4.16).TotheextentthattheseorsimilarmeasuresmaybeimportantelementsofBozeman’sfutureconservationplans,additionalpublicoutreachandeducationmaybeusefulinfurtherdesigningthesemeasuresandbuildingpublicsupport.

Methodology

Themethodologyforthisstudyinvolveddevelopmentofthesurveyinstrument,designofthesurveysample,implementationofthetelephonesurveyandanalysisofthesurveyresults.Eachofthesetopicsisdiscussedbelow.

Instrument development. Oneofthemostimportantaspectsofanysurvey‐basedstudyisthedevelopmentofthesurveyinstrument.Forthisstudy,theinstrumentneededtoseekinformationonseveraldifferentaspectsofpublicawarenessandopinionregardingwaterandconservationissueswithinatypicaltimeframeofabout9minutes.

Theprocessofdevelopingthesurveyinstrumentincludedthefollowingsteps:

ConsultationwiththeCity’swaterconservationspecialistandothersregardingthegeneraltopicstobecoveredinthesurvey;

ResearchintotheapproachesandwordingusedinrelatedsurveyspreviouslyconductedbyBBCforothermunicipalwaterproviders;

RevisionsinresponsetoCityreviewandcommentsonthedraftsurveyinstrument;and

Pretestingofthesurveyinstrument.

ThefinaltelephonesurveyinstrumentisprovidedinAttachmentAtothisreport.

Sample design.TheCitysoughttheinputfromarepresentativesampleofitssingle‐familyresidentialcustomersfromthetelephonesurvey.TheCityprovidedBBCwithadatabasecontainingcontactinformationforallofitssinglefamilyresidentialcustomers.BBC’ssubcontractor,DavisResearch,selectedarandomsampleofsinglefamilycustomerstocontactforthisresearch.

Survey implementation.ThetelephonesurveywasconductedinSeptember2014.DavisResearchcompleted400telephonesurveyswithBozemanhouseholds.Furtherinformationregardingthedemographicsofthesampleisprovidedlaterinthisreport.

Survey analysis.Resultsfromthesurveywereanalyzedforthesampleasawholeandforselecteddemographicsubgroups.Inparticular,theanalysiscomparessurveyresponsesfromyoungerresidents(respondentsunder45)tothoseofolderresidentsandresponsesfromresidentsthathavelivedinBozemanforlessthan10yearstothosethathavelivedinBozemanfor10yearsormore.

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Attention to own water use.Respondentswereaskedwhethertheypaymoreorlessattentiontotheirownwaterusetodaythantheyhadinthepast.Overall,59percentofrespondentssaidthattheypaymoreattentiontotheirwaterusenowthantheyhadpreviously.Mostoftheremainder(37%)saidtheypaythesameamountofattentiontotheirwaterusenowasinthepast.Forpurposesofcomparison,inBBC’s2012‐13surveyofColoradoresidents,73percentofrespondentssaidtheynowpaymoreattentiontotheirownwaterusethantheyhadinthepast.

AsshowninFigure8,olderBozemanresidents(individualsage45andolder)weremorelikelytoindicatetheynowpaymoreattentiontotheirwaterusethantheyhadinthepast,thoughthedifferenceinresponseswasnotstatisticallysignificant.Youngerrespondents,andrespondentswhohadmovedtoBozemanwithinthepast10years,weremorelikelytosaythattheynowpaylessattentiontotheirwaterusethantheyhadinthepast.Whilethedifferencesinresponsebetweenthesenewerandlongtimeresidentswerestatisticallysignificant,theproportionofresidentsprovidingthisresponsewasverysmallforallgroups.

Figure 8. Do You Pay More or Less Attention to Your Own Water Use than You Have in the Past?

Note: **Statistically significant difference in responses at 95% confidence level. Numbers may not add to 100% due to rounding.

Source: BBC Research & Consulting from household telephone survey conducted September, 2014.

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Figure19showsthesupportofsurveyrespondentsforeachofthepotentialmeasures,withthemeasuressortedfrommostsupportedtoleastsupported.Voluntarilynotwateringduringthehottestpartofthedaywasthemosthighlysupportedmeasure(thoughasshownearlierinFigure15,relativelyfewresidentsappeartowaterduringtheheatofthedayatpresent).Thenextmostwidelysupportedmeasureswereawebsitewithwaterconservinginformationandtoiletreplacementrebates.Ingeneral,voluntaryandinformationalmeasuresreceivedthemostsupport.Withtheexceptionofrelativelystrongsupportforchangesinthebuildingcodetorequirehighefficiencyfixturesinallnewconstruction,mandatorychangestobuildingcodesandotherchangesinrequirementsfornewdevelopmentgenerallyreceivedtheleastsupport.Amongthislattergroupofpotentialconservationstrategies,respondentsweremostsupportiveoflimitingthepercentageofoutdoorlandscapethatcanbeturf(meansupportof5.57on1to10scale),lesssupportiveofrequiringhighefficiencyfixtureswhenhomesareresold(meansupportof4.96)andleastsupportiveofrequiringsmallerlotsizesfornewconstruction(meansupportof4.16).TotheextentthattheseorsimilarmeasuresmaybeimportantelementsofBozeman’sfutureconservationplans,additionalpublicoutreachandeducationmaybeusefulinfurtherdesigningthesemeasuresandbuildingpublicsupport.

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PAGE 15


Figure20comparesthelevelofsupport(basedontheaveragerating)foreachofthepotentialconservationmeasuresbetweennewerBozemanresidentsandlongtimeresidents,andbetweenyoungersurveyrespondentsandolderrespondents.

Figure 20. Mean level of support for potential conservation measures among different demographic groups in Bozeman

Note: **Statistically significant difference in responses at 95% confidence level.

Source: BBC Research & Consulting from household telephone survey conducted September, 2014.

Ingeneral,thepatternofsupportforthevariouspotentialconservationmeasureswassimilaramongthedifferentdemographicgroups.Focusingonareaswherethedifferencesinresponseswerestatisticallysignificant,youngerresidentsweremoresupportiveofclotheswasherreplacementrebatesandfinancialincentivestoreplaceturfthanolderresidents.Youngerresidentswerealsomoresupportiveofchangestothebuildingcodetorequirehighefficiencyfixturesatthetimeofresale.Olderresidents,andlongtimeresidentsofBozeman,weremoresupportiveoflimitingyardwateringtotwodaysperweekthanyoungerandnewerresidents.

Potential Measure

Voluntarily not watering between 10 a.m. and

6 p.m.8.36 8.44 8.30 8.42 8.32

Website with information about conserving water 7.67 7.92 7.48 7.81 7.53

Toilet replacement rebates 7.52 7.61 7.47 7.77 7.36

Changes to the building code to require high efficiency

fixtures for all new construction7.38 7.63 7.21 7.51 7.31

Voluntarily installing smart irrigation controllers for

your sprinkler system7.34 7.46 7.26 7.40 7.29

Demonstration gardens that show examples of

low‐water‐use plants7.24 7.15 7.29 7.22 7.28

Clothes washer replacement rebates 7.08 7.14 7.06 7.54 6.74 **

Offering financial incentives for customers to replace

law turf with lower water‐use landscaping7.06 7.25 6.97 7.43 6.80 **

Limiting yard watering to two days per week 5.87 5.57 6.09 * 5.58 6.12 *

Code requirements limiting the percentage of outdoor

landscape that can be turf5.57 5.67 5.52 5.75 5.47

Changes to the building code to require high efficiency

fixtures at the time of a home’s resale4.96 5.20 4.79 5.30 4.74 *

Smaller lot sizes for new construction 4.16 4.09 4.21 4.05 4.26

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BOZEMAN WATER CONSERVATION SURVEY INSTRUMENT

Hello, this is ______, calling on behalf of the City of Bozeman, may I speak to [INSERT SAMPLE NAME] or another adult member of the household?

[ONCE APPROPRIATE PERSON ON PHONE SAY:]

Hello, my name is ___________ calling from Davis Research. We are calling on behalf of the City of Bozeman to conduct a brief survey about water. Your responses will help the City of Bozeman meet the city’s future water needs. It should take about seven minutes.

[If asked for a contact name/number at the City of Bozeman to verify legitimacy of survey or

discuss survey, direct respondent to XXXXX]

1. In your opinion, what are the most important water issues in Bozeman?

2. Do you pay more or less attention to your own water use today than you have in the

past?

1 = MORE 2a. If more, ask Why?

2 = LESS

3 = SAME

88 = I don’t know

99 = Refused

3. Have you made any changes in how much water you use in the past few years?

1=YES 2=NO

99=Don’t know

3a. [IF “YES” TO ABOVE] What changes have you made?

[open-ended, responses coded]

3b. [IF “YES” TO ABOVE] What motivated you to make the changes?

[open-ended, responses coded]

4. What type of home do you live in?

[DO NOT READ]

1=Single-family home

2=Duplex

3=Townhome

4=Condo

5=Apartment

6=Mobile home

7=(Other – Specify)

5. About how many days each week do you water your lawn during the summer?

[RECORD]

6. Typically, what time of day do you water? [RECORD] Hour, AM/PM

7. Do you have an in-ground sprinkler system?

1=Yes

2=No

3=Not applicable/do not have a lawn

88=Don’t know

99=Refused

8. Now I’m going to read a list of issues regarding water in Bozeman. After I read each

one, please rate your level of concern about that issue on a scale of 1 to 10, where 1

means “you are not concerned at all” and 10 means “you are very concerned.” Again,

please use any number on the scale that best reflects how concerned you are about the

specific issue.

[RANDOMIZE ORDER OF QUESTIONS]

8a. The amount of water available for Bozeman’s customers during drought periods

ENTER 1-10

8b. The amount of water available for future growth in Bozeman

ENTER 1-10

9. Are you aware of any water conservation programs offered by the City of Bozeman?

1=Yes, if yes, ask 9a. What programs? [RECORD]

2=No

3= Don’t know

10. Bozeman may add more water conservation programs in the future. On a scale of 1 to

10, please tell me how strongly you would support the following potential conservation

programs, where 1 means “strongly opposed to the program” and 10 means “strongly

support the program.” Again, you should feel free to use any number from 1 to 10:

[RANDOMIZE, ENTER 1-10]

10a. Changes to the building code to require high efficiency fixtures for all new

construction.

10b. Changes to the building code to require high efficiency fixtures at the time of a

home’s resale.

10c. Smaller lot sizes for new construction.

10d. Code requirements limiting the percentage of outdoor landscape that can be turf.

10e. Limiting yard watering to two days per week

10f. Demonstration gardens that show examples of low-water-use plants

10g. Voluntarily not watering between 10 a.m. and 6 p.m.

10h. Toilet replacement rebates

10i. Clothes washer replacement rebates

10j. Voluntarily installing smart irrigation controllers for your sprinkler system.

10k. Offering financial incentives for customers to replace law turf with lower water-use

landscaping

10l. Website with information about conserving water

11. In the past year or so, have you seen, heard or read any information about steps you can take

to conserve water at your home?

1=Yes

2=No

3=Don’t know

99=Refused

11a. If yes: What do you recall hearing?

12. Think about what the City of Bozeman could do to improve how they get information to you

about water issues and water conservation. What is the best way to get information to you? [DO

NOT READ, SELECT ALL THAT APPLY]

1=Information in my water bill

2=Email

3=City of Bozeman website

4=City of Bozeman Facebook post

5=City of Bozeman twitter post

6=Local television news

7=Local radio news

8=Billboard

9=Local print newspaper or newspaper website

10=Mail

11=Other [record]

88=Don’t know

99=Refused

We are almost done. I just have a few questions left to ask for demographic purposes so that we

can be sure we’re talking to a representative sample of Bozeman residents.

13. Do you own or rent your home?

1=Own

2=Rent

99=Refused

14. How long have you lived in the Bozeman area?

1=Less than one year

2=One year up to five years

3=Five years up to 10 years

4=10 years up to 20 years

5=20 years or more

99=Refused

15. Which of the following categories best describes your age?

1 = 18 to 24

2 = 25 to 34

3 = 35 to 44

4 = 45 to 54

5 = 55 to 64

6 = 65 or older

99=Refused

16. Including yourself, how many people live in your home?

1=1 person (living alone)

2=2 people

3=3 people

4=4 people

5=5 people

6=6 people

7=7 people

8=8 people

9=9 people

10=10 or more people

17. What is the highest level of education you have had the opportunity to complete?

1=Less than high school

2=High school diploma/GED

3=Some college or Associate’s degree/technical certification

4=College graduate

5=Master’s degree

6=Doctoral degree

99=Refused

18. Which of the following categories best represents your total household income for 2013?

1 = Less than $25,000

2 = $25,000 to $49,999

3 = $50,000 to $74,999

4 = $75,000 to $99,999

5 = $100,000 or more

88 = I don’t know

99 = Refused

19. Record gender (do not ask)

1 = Male

2 = Female

Thank you very much for participating in this survey!

final report - bozeman

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