PMG has developed multiple research studies within the municipal government sector. This particular case study involved one of the fastest growing areas in Ontario with a population of over 525,000. Given the region’s unique balance of urban and rural populations, transportation networks and needs, the diverse ethnic makeup, and it’s education, health, cultural and recreational facilities, it is critical that stakeholder (residents, taxpayers, business and institutions) needs are aligned with a Growth Management Strategy.

Our work was designed to provide the insights and recommendations to ensure that alignment. More specifically, the project had these foundational objectives:

• Examine attitudes toward growth in the region
• Determine the level of satisfaction that residents have with the quality of life in the region as it relates to growth and development
• Measure the perceived impact that growth will have on quality of life
• Determine what specific challenges and opportunities growth could bring
• Measure the perceptions that residents have toward the municipal government in terms of managing growth expectation
• Examine public attitudes toward public transportation challenges and options
• Investigate informational needs and delivery approach for the communications strategy 

In order to achieve these objectives, a traditional quantitative telephone survey was administered to a random sample of regional households.

Here were some of the key findings:

Living in the Region

• Most consider the region average in size
• People like living in a big community with a small town feel
• Traffic and growth liked least
• Most felt it is a great place to live

Examining Regional Growth

• Most liked living in a growing community
• Most also liked how the region is growing
• Better access to services seen as biggest advantage
• Environmental factors seen as biggest challenge
• Respondents believe the benefits of living in a growing community outweighed the challenges

Managing Growth

• Ensuring a safe community was most important to respondents
• People believed most factors have stayed the same
• Very few were aware of provincial or regional growth management strategies
• Most satisfied with communication from the municipality but an opportunity to do better existed
• Direct mail and newspaper most preferred methods of communication

Perceptions of Transit

• Current system won’t meet demand
• The majority don’t use public transit
• Current transit system considered adequate
• More busses and express routes needed

Not surprisingly, our recommendations focused on communications in terms of key messages through timely communications building on the community’s strengths and managing stakeholder expectations.