2010 Public Opinion Survey Report - FINAL Feb 17 2010

CITY OF SANTA CLARITA
PUBLIC OPINION SURVEY

WINTER 2010
February 2010
Meyer Marketing Intelligence, Inc.

P.O. Box 221904
Santa Clarita, CA 91322-1904
dmeyer@meyermktg.com
661.254.6141
City of Santa Clarita Public Opinion Survey:
Winter 2010
Table of Contents
SECTION PAGE
Introduction 2
Executive Summary 4
Research Overview & Methodology 10
Place of Residence 14
Shopping Behavior / Tendencies 15
Automobile Purchases 22
Communication / Information 30
Local Issues 31
Satisfaction with City Services 39
Green / Environmental Issues 58
Employment 60
Demographics 69
Additional Information 76
Appendix A: Telephone Survey Questionnaire 77
Appendix B: Reasons Shop Outside Santa Clarita Valley 88
Appendix C: Other Reasons Purchased Car Outside Santa Clarita
93
Valley
Appendix D: Reasons Would / Would Not/ Might / Don’t Know About
94
Purchasing Next Car in Santa Clarita Valley
Appendix E: Reasons Dissatisfied With Availability of Jobs Locally 106
Appendix F: Additional Comments by Residential Area 110
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Winter 2010
Introduction
Meyer Marketing Intelligence, Inc. (MMI) is please to present the results of the public opinion survey
conducted for the City of Santa Clarita. This report is organized into the following sections:
Executive Summary
 The Executive Summary includes a summary of the Key Findings from the survey as well as
specific trends observed from previous public opinion surveys.
Research Overview & Methodology
 The Research Overview & Methodology section explains the research objectives and
methodology employed to conduct the public opinion survey.
Summary of Results
 The body of the report presents a question-by-question analysis of the survey. The discussion is
organized into the following sections:
o Place of Residence
o Shopping Behavior / Tendencies
o Automobile Purchases
o Communication / Information
o Local Issues
o Satisfaction with City Services
o Green / Environmental Issues
o Employment
o Demographics
o Additional Information
Appendices
 Appendix A includes a copy of the questionnaire developed jointly by MMI and various
departments within the City of Santa Clarita.
 Appendix B contains the reasons residents shop outside the Santa Clarita Valley.
 Appendix C includes other reasons residents have purchased or leased a car outside the Santa
Clarita Valley.
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Winter 2010
 Appendix D includes reasons residents would, would not, might, or don’t know if they would
purchase a car in the future in the Santa Clarita Valley.
 Appendix E contains reasons residents were dissatisfied with the availability of jobs locally.
 Appendix F contains the additional comments residents wanted to share with City Hall and are
categorized by residential area.
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Winter 2010
Executive Summary
 Residents’ satisfaction with the City’s handling of the following “big picture” issues has increased:
crime and public safety, graffiti removal, local air quality, variety of cultural arts programs/events,
adding more open space, and traffic on major local roadways.
 Overall, satisfaction with City services increased in 2010 from 2006.
 The 2010 Santa Clarita public opinion survey was conducted via telephone and 408 residents of
the City of Santa Clarita were interviewed.
o The objectives were to measure opinions of and satisfaction levels with various issues
affecting the City, to assess residents’ satisfaction with the City’s performance on various
“Big Picture” issues, and to determine the importance of various green living options to
make the community environmentally sustainable and identify potential opportunities for
the City.
th th
o Telephone interviews were conducted from January 12 through January 24 and all
results were statistically testing at the 95% confidence level with a 4.9 margin of error.
o Respondents needed to be either heads of household or key household decision makers

and live within Canyon Country, Newhall, Saugus, or Valencia areas.
o Modifications were made to the survey instrument last used in 2006. The current study
eliminated the branding questions as well as some of the shopping behavior questions.
An additional section on green living issues was included in the current questionnaire
along with additional employment related questions.
 Canyon Country was the place of residence for 34% of the residents followed by Valencia for
26%, Saugus for 24%, and Newhall for 15%. This closely mirrored the actual distribution of the
population. Reaching Newhall residents was somewhat challenging and this community was
underrepresented by one percentage point only.
 More than one-half or 54% do not shop outside the Santa Clarita Valley. The 46% who shop
outside do so for various reasons including wider selection of stores, product selection, close to
work, and convenience.
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Winter 2010
 Although 90% of residents shopped or visited Valencia Town Center in the past six months, retail
dollar leakage occurs as residents shop at Northridge Fashion Center (26%), Glendale Galleria
and Topanga Plaza (19% each), Fashion Square at Sherman Oaks (14%), Sherman Oaks
Galleria and Media Center Burbank (13% each), and Americana on Brand (10%).
 A total of 472 new stores/restaurants were requested and the most frequently requested were
Cheesecake Factory by 18%, Nordstrom’s by 13%, and Morton’s/Other steakhouse by 6% and
PF Chang’s by 5%.
 Almost all or 97% did not participate in the government’s Cash for Clunkers program.
 More than one-half or 53% indicated their most recent vehicle purchase or lease was done so
locally in the Santa Clarita Valley.
o Close to one-half or 49% of those who did not buy locally cited comparison shopping or
found a better price for shopping outside the Santa Clarita Valley.
o Of all residents, 77% would consider buying or leasing their next car from a local
dealership and Saugus residents were more likely to shop locally compared to Newhall
residents.
o The main reasons cited for being unwilling to buy/lease locally in the future were that
prices were too high/poor deals (43%) or residents do not plan on buying a vehicle
(33%).
 Almost one-half or 47% get their local news and information through television with an additional
40% through the Internet and 26% through The Daily News. One-fourth or 25% get their local
news from The Signal and an additional 15% from the Los Angeles Times.
 Only 25% were “Satisfied” or “Extremely Satisfied” with the availability of jobs locally while 28%
were “Dissatisfied” or “Extremely Dissatisfied”. The reasons for their dissatisfaction include could
not find jobs locally by 34%, not enough jobs for the population by 23%, current economic
conditions by 14%, and lack of specific industry or type of job/profession by 11%
 The local issue of most importance to residents was crime prevention and response (94%). Also
important were water quality/supply, air quality, traffic congestion, drug use by young people, and
quick graffiti removal.
o Issues that have increased in importance were crime prevention and response, water
quality/supply, air quality, recycling programs, and new retail stores/restaurants.
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Winter 2010
 Over the past several years the City has been striving to meet the community’s needs with
various “Big Picture” issues.
o Residents appear to be “Somewhat satisfied” with the handling of these issues and are
most satisfied with the handling of crime and public safety, graffiti removal, the supply of
parks, the variety of dining, and the variety of shopping.
o Residents are “Somewhat dissatisfied” with the availability of nighttime activities and
traffic on major local roadways.
 Residents appear to have modified their buying habits due to the recent economic conditions
such that 69% shop less at stores, 68% save more money, 66% eat out less, 64% go out less for
entertainment, and 60% stay closer to home /go on staycations.
 Approximately 38% have had some interaction with the City in the past 1 – 2 years of which 71%
were “Satisfied” or “Extremely Satisfied” with their experience. Those who were dissatisfied
indicated no action was taken or their issue/question remains unresolved.
 City residents are most satisfied with the Fire Department, Sheriff/Police Department, City
Beautification, and Parks & Recreation, Community Services/Programs, and Arts & Events.
 Most residents, 92%, believe it is important for the City to provide information to the community
on energy and water conservation.
 Residents perceive the most important green living options to be recycling programs,
bikeways/bike trails, and walk able communities.
 Close to two-thirds or 61% of residents interviewed are employed and 52% of them work in a
location outside Santa Clarita.
o Approximately 47% work in the services industry of which 37% are in healthcare followed
by 17% each in education and entertainment/amusement.
o Of the 6% in manufacturing, close to one-half are in aerospace.
o One-third or 35% of those employed outside the area would be willing to change jobs if a
similar one was available locally even with a 10% pay cut.
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Winter 2010
o More than one-half or 53% of those employed outside Santa Clarita commute up to 30
miles to work and another 27% travel at 31 – 40 miles.
o The out-migration of residents for employment continues and more residents travel
longer distances for work compared the results from earlier public opinion surveys
conducted.
 Three-fourths or 77% of residents live in single-family homes and 13% live in condominiums/town
homes.
 Approximately 67% have lived in Santa Clarita at least 10 years and 8% have lived here less than
3 years.
 Residents also tend to be aging with 21% between 55 and 64 and 12% at least 70 years of age,
with high income levels (average income of $95,100) and have three people per household.
 While this survey was very comprehensive, 27% had additional comments to share with City Hall
most of which were topics previously discussed in the interview. The most frequently mentioned
topics included fixing traffic flow/finishing roads started, development related, school related, and
general compliments.
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Winter 2010
Trends from Previous Public Opinion Surveys
 Comparable share of residents shopped at Valencia Town Center compared to residents in the
2006 study.
o Residents who shop outside the Santa Clarita Valley tend to shop at more upscale
shopping centers compared to residents in the 2006 study.
 Slightly fewer residents purchased or leased vehicles locally compared to previous years. In
2010, 53% of residents purchased/leased a vehicle locally compared to 56% in 2006, 48% in
2003, and 58% in 2001.
 Trends were seen in the reasons residents purchased/leased their car outside the Santa Clarita
Valley.
o More residents did comparison shopping, lived elsewhere, bought a specific brand that
was not available locally or bought private or knew another dealer compared to the
previous study.
 More residents might consider purchasing their next car in Santa Clarita (77%) compared to 73%
in 2006 and 67% in 2003.
 Residents continued to cite poor prices/deals and more do not intend to buy a vehicle as the main
reasons they would not buy their next car locally.
 Residents were less satisfied with the availability of jobs locally with 25% “Extremely Satisfied” or
“Satisfied” in 2010 compared to 34% in 2006.
 Residents perceived crime prevention and response, water quality/supply, air quality, recycling
programs, and new retail stores/restaurants as more important than in previous studies.
 Fewer residents were employed at 61% compared to 73% in the previous study.
o Out-migration by residents for employment continued.
o Fewer residents were interested in working locally with a 10% cut in pay.
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Winter 2010
o Residents continue to commute greater distances to work compared to previous years
with 18% traveling at least 41 miles in both 2010 and 2006 compared to 8% in 2003 and
9% in 2001.
o One-fourth or 27% traveled 31 to 40 miles in 2010 compared to 25% in 2006, 12% in

2003, and 14% in 2001.
 Residents had slightly lower income levels as seen by the 34% with income above $100,000
compared to 37% in 2006, 27% in 2003, and 22% in 2001.
 The Santa Clarita population has been aging with 40% at least 55 years of age compared to 24%
in 2006.
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Winter 2010
Research Overview & Methodology
The City of Santa Clarita has been conducting public opinion surveys since 1995 and the current 2010
th
represents the 9 time the survey has been conducted.
Research Objectives
The City of Santa Clarita identified the following research objectives:
 To measure opinions of and satisfaction levels with various issues affecting the City;
 To assess residents’ satisfaction with the City’s performance on various “Big Picture” issues,
programs, and projects; and,
 To determine the importance of various green living options to make the community
environmentally sustainable and identify potential opportunities for the City.
Methodology
The sample size or number of interviews conducted was determined based on the population size of the
City of Santa Clarita. Based on data from the California Department of Finance, the City’s population as
of January 1, 2009 was estimated to be 177,150 people.
 In marketing research, we typically want to have a 95% confidence that the results we obtain with
this survey can be replicated with another set of residents.
 Additionally, researchers typically look for an error rate of ±5%.
 Consequently, based on the population size of 177,150 and in order to maintain a 95%
confidence level with at most a 5% margin of error, then 383 interviews would need to be
conducted.
 In this study, the number of interviews conducted was actually 408 resulting in a 4.9 margin of
error.
The methodology employed in this study was telephone interviews.
 A total of 408 telephone interviews were conducted from January 12 through January 24, 2010.
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Winter 2010
 The interviews averaged 16 minutes in length and residents were called using a random digit-
dialer in order to have a random sampling of City residents.
 The survey instrument was pre-tested to ensure the questionnaire was unambiguous and the
questions were easily understood by the participants. (Note: a copy of the questionnaire can be
found in Appendix A on page 77.)
 Modifications to the questionnaire were not required after the pre-testing phase and the field work
commenced the following day.
In order to participate in the survey, those called needed to meet the following criteria:
 Be the head of household or help make many of the household’s buying decisions;
 Reside within the city limits in one of the following areas: Canyon County, Newhall, Saugus, or,
Valencia; and,
 Represent the appropriate proportion of residents in the City. Consequently, quotas were
established in order for respondents to mirror the proportion within each neighborhood such that:
Table 1: Distribution of Respondents by Neighborhood
% OF
NEIGHBORHOOD
TOTAL
Canyon Country 33%
Valencia 26%
Saugus 24%
Newhall 16%
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Winter 2010
Comparison to Prior Studies
This current survey deviated somewhat from the criteria used in previous studies.
 Studies from 1995 through 2001 surveyed 400 – 407 registered voters from the City of Santa
Clarita.
 The 2003 study interviewed 404 residents within the Santa Clarita Valley. Those interviewed did
not need to be registered voters nor did they need to reside within the City limits and some were
residents of unincorporated areas outside the City limits.
 The 2006 study interviewed 404 residents within the City of Santa Clarita. Residents of
unincorporated areas were not interviewed and as in 2003 participants did not need to be
registered voters.
 The current 2010 study interviewed 408 residents within the City of Santa Clarita and needed to
meet the quotas established in order for the respondents to represent the various neighborhoods
in proportion to the actual population. Residents of unincorporated areas were not interviewed
and as in the previous two studies, participants did not need to be registered voters.
Other changes were made to the questionnaire itself from 2006 due to different objectives being met in
2010.
 The 2010 study focused on green living issues and the role residents believe the City should play
in green living issues.
 The current study eliminated the branding questions from previous studies as well as some of the
shopping related questions. In contrast, the current study also included a question on behavioral
changes as a result of the economic downturn in 2009.
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Winter 2010
Table 2: Summary of Questionnaire Differences 2010 vs. 2006
2010 2006
Do you shop outside the Santa Clarita Valley? 
Why do you shop outside the Santa Clarita Valley? 
Which of the following shopping centers or areas in the SCV have you or someone
Not included 
in your household shopped at during the past three months?
Did you or someone in your household purchase a new vehicle through the

government’s Cash for Clunkers Program in the past year?
Have you or someone in your household purchased or leased a new car in the last
Not included 
four years?
Stand-alone
How satisfied are you with the availability of jobs in the SCV? 
question
Why do you feel “Dissatisfied” or “Extremely Dissatisfied” with the availability of


jobs locally?
How interested would you be in seeing the following types of television programs
Not included 
on Channel 20, you local SC cable television station?
As a result of the recent economic conditions, have you changed any of your

buying habits such as …
In the past 1 – 2 years, have you had any interaction with the City of Santa Clarita? 
How satisfied were you with your experience contacting the City? 
Why were you “Dissatisfied” or “Extremely Dissatisfied” with your experience


contacting a City department?
Do you think it’s important for the City to provide information on energy and water

conservation to the community?
How important is it for the City to provide the following options to residents in order

to make our community more environmentally sustainable?
In what industry are you employed? 
In what Manufacturing industry are you employed? 
In what Services industry are you employed? 
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Winter 2010
SUMMARY OF RESULTS
Place of Residence
All residents interviewed were asked in what area of the Santa Clarita Valley they reside.
 Based on respondents self-reported areas in which they reside, approximately 34% live in
Canyon Country.
 An additional 26% live in Valencia, 24% in Saugus, and the remaining 15% reside in Newhall.
Table 3: (q4) In what area of the Santa Clarita Valley do you live?
# of 2010 % 2006 % 2003 %

Respondents of Total of Total of Total
Base: All respondents 408 100.0% 100.0% 100.0%

Canyon County 140 34.3% 32.7% 28.5%
Valencia 106 26.0% 29.7% 24.0%
Saugus 99 24.3% 20.8% 20.5%
Newhall 63 15.4% 13.1% 13.9%
Santa Clarita 3.7% 4.7%
Other + unincorporated 8.5%
Subsequently, all respondents were asked to indicate their zip code. In large part since zip codes may
cross city or community boundaries, counts by zip code in the table on the next page may not perfectly
align with the counts by area shown above.
 As a result, residents of Canyon Country represented 40% of the respondents and those of
Valencia accounted for 26% of the total.
 Residents of Saugus accounted for 18% while residents in Newhall accounted for 16% of the total
number interviewed.
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Winter 2010
Table 4: (q5) In what zip code do you live?
# of 2010 % 2006 % 2003 % of

Respondents of Total of Total Total
Base: All respondents 408 100.0% 100.0% 100.0%

Net: Canyon Country zip codes 165 40.4% 38.9% 38.6%
91387 - Canyon Country 78 19.1% 16.8% 12.4%
91351 - Canyon Country 56 13.7% 15.6% 14.4%
91390 - Canyon Country 31 7.6% 6.4% 11.9%
Net: Valencia zip codes 104 25.5% 28.0% 24.8%
91355 – Valencia 65 15.9% 17.1% 15.3%
91354 – Valencia 39 9.6% 10.9% 9.4%
Net: Newhall zip codes 66 16.2% 16.1% 20.3%
91321 - Newhall 66 16.2% 13.6% 15.3%
91381 – Newhall * - - 2.5% 5.0%
91350 - Saugus 72 17.6% 15.8% 15.6%
Other 1 0.2%
* Zip code 91381 in 2003 included residents of Stevenson Ranch.
Shopping Behavior/Tendencies
Shopping Outside Santa Clarita Valley (New in 2010)
City residents were asked if they shop outside the Santa Clarita. Since this was a new question to the
current study, there are no comparisons to the previous study.
 More than one-half or 54% do not shop outside the Santa Clarita Valley.
 Residents of Valencia were slightly less likely to shop outside the Santa Clarita area with only
43% going outside the area.
 Those who have lived in the City for 3 – 9 years, or 42%, were more likely to shop outside the
area compared to those who have lived in Santa Clarita for at least 10 years or 59% of these
residents.
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Winter 2010
Table 5a: (q6) Shop Outside Santa Clarita Valley
By Residence Area, Tenure
Residence Area Tenure

Total Canyon <3 3-9 10+
Newhall Saugus Valencia
Country Years Years Years
B C D
A E F G
Base: All residents 408 140 63 99 106 32* 101 275
55.4%
Yes 45.8% 46.4% 46.0% 48.5% 42.5% 53.1% 41.5%
G
58.5%
No 54.2% 53.6% 54.0% 51.5% 57.5% 46.9% 44.6%
F
* Base is too small and results should be viewed as directional in nature.
Note: “Letter” represents the cell that this percentage is significantly greater than.
 Residents with income between $60,000 and $100,000 as well as residents with at least
$100,000 in income were substantially more likely to shop outside the Santa Clarita area
compared to those with income below $60,000.
 Employed residents were more likely to shop outside the area compared to residents not working.
Table 5b: (q6) Shop Outside Santa Clarita Valley

By Income, Presence of Children, Employment Status
Income Children Employed

Total <$60K $60-100K $100K+ With Without Yes No
A B C D E F G
Base: All residents 408 101 101 138 179 229 250 156
47.5% 53.6% 51.6%
Yes 45.8% 31.7% 48.6% 43.7% 37.2%
A A G
68.3% 62.8%
No 54.2% 52.5% 46.4% 51.4% 56.3% 48.4%
B/C F
Reasons Shop Outside Santa Clarita Valley (New in 2010)
All residents who indicated they shop outside the Santa Clarita Valley were asked why they go outside
the area for shopping. (A complete listing of the reasons by area can be found in Appendix B on page
88.)
 The most frequently mentioned reason by 33% of residents was due to a wider selection of stores
in other places or specific stores are not located within the Santa Clarita area. A couple of
examples of the comments include:
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Winter 2010
“Primarily for better retail locations. The selection of retailers is bigger with more
options.”
“There are usually stores outside the [Santa Clarita] valley that we don’t have up
here.”
 Other reasons mentioned included product selection by 22%, shop near work by 16%, and
convenience by 11%. Some examples of comments include:
“Stores here do not carry enough merchandise, for example Target and Macy’s.”
“I shop where I work.”
“Sometimes I’m in other area and when I’m out I shop.”
Table 6: (q6a) Reasons Shop Outside Santa Clarita Valley
# Responses % of Total
Base: Shop Outside SCV 187 100%
Store Selection 62 33.2%
Product Selection 41 21.9%
Work / Near Work 30 16.0%
Convenience 20 10.7%
Prices 18 9.6%
Miscellaneous 16 8.6%
On-line / Shop On-line 4 2.1%
Don’t Know / Nothing 4 2.1%
In the Past Six Months
City residents were asked in which shopping centers they or someone in their household had shopped or
visited in the previous six months in order to better understand the leakage of retail dollars.
 The overwhelming majority, 90% have shopped at or visited the Valencia Town Center/Town
Center Drive in the past six months, comparable to respondents in 2006.
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Winter 2010
 A distant second was Northridge Fashion Center with 26% followed by Topanga Plaza and the
Glendale Galleria with 19% each and Fashion Square at Sherman Oaks with 14%.
 It appears residents tended to shop at more upscale shopping centers currently compared to the
previous study in 2006.
 Saugus residents were more likely to shop at Valencia Town Center (96%) compared to Canyon
Country (89%) or Newhall (86%) residents.
o They were also more than twice as likely to shop at Media Center Burbank (18%)
compared to 8% of Canyon Country residents.
 Valencia residents (1%) were the least likely to shopped at Antelope Valley Mall compared to
Canyon Country (9%), Newhall (8%), and Saugus (7%) residents.
 Residents who have lived in Santa Clarita between 3 and 9 years shopped at Northridge Fashion
Center, Topanga Plaza, Glendale Galleria, and Media City Burbank more than those who have
resided in Santa Clarita at least 10 years.
 Those living in Santa Clarita for less than 3 years tended to shop at the Sherman Oaks Galleria
than any other resident of the city.
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Winter 2010
Table 7a: (q7) Shopping Centers You/Someone in Household Shopped at in Past Six Months
Total Residence Area Tenure

Canyon <3 3-9 10+
2010 2006 Newhall Saugus Valencia
A B D E F
C G H I
Base: All residents 408 404 140 63 99 106 32* 101 275
Valencia Town Center/ 96.0%
90.4% 89.9% 88.6% 85.7% 90.6% 84.4% 90.1% 91.3%
Town Center Drive C/D
37.6%
Northridge Fashion Center 26.0% 31.4% 22.9% 20.6% 32.3% 27.4% 18.8% 22.5%
G/I
26.7%
Topanga Plaza 19.4% 17.1% 18.6% 20.6% 20.2% 18.9% 25.0% 16.0%
I
25.7%
Glendale Galleria 19.1% 18.6% 18.6% 23.8% 18.2% 17.9% 28.1% 15.6%
I
Fashion Square at Sherman
13.7% 13.9% 11.4% 15.9% 15.2% 14.2% 21.9% 12.9% 13.1%
Oaks
28.1%
Sherman Oaks Galleria 13.0% 10.6% 12.9% 15.9% 12.1% 12.3% 14.9% 10.5%
I
18.2% 21.8%
Media City Burbank 12.7% 16.6% 7.9% 15.9% 12.3% 18.8% 8.7%
C I
10.0%
Americana on Brand - 8.6% 6.3% 13.1% 11.3% 9.4% 14.9% 8.4%
B
11.1% 9.3% 7.9% 7.1%
Antelope Valley Mall 6.4% 0.9% 3.1% 7.9% 6.2%
A F F F
12.7%
None of the above 7.6% 5.2% 7.9% 3.0% 8.5% 9.4% 5.0% 8.4%
E
 Residents without children tended to shop at the Glendale Galleria, Topanga Plaza, and Fashion
Square at Sherman Oaks compared to those with children.
 Residents with higher income levels tended to shop at many other shopping centers, most likely a
function of the greater amount of disposable income.
 Employed residents were more likely to shop at Northridge Fashion Center, Topanga Plaza,
Glendale Galleria, Fashion Square at Sherman Oaks, Sherman Oaks Galleria, and Americana on
Brand compared to residents not employed.
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Winter 2010
Table 7b: (q7) Shopping Centers You/Someone in Household Shopped at in Past Six Months
By Income, Presence of Children, and Employment
Total Income Children Employed

$60-
2010 2006 <$60K $100K+ With Without Yes No
100K
A B C E F G H I
D
Base: All residents 408 404 101 101 138 179 229 250 156
Valencia Town Center/ 97.8%
90.4% 89.9% 83.2% 91.1% 92.7% 88.6% 92.4% 87.2%
Town Center Drive C/D
29.7% 30.0%
Northridge Fashion Center 26.0% 31.4% 12.9% 35.5% 30.2% 22.7% 19.9%
C I
21.8% 28.3% 24.6% 23.2%
Topanga Plaza 19.4% 17.1% 5.9% 15.3% 12.8%
C C G I
26.8% 25.1% 23.6%
Glendale Galleria 19.1% 18.6% 9.9% 15.8% 14.4% 12.2%
D G I
Fashion Square at 20.3% 18.4% 16.8%
13.7% 13.9% 8.9% 8.9% 10.0% 9.0%
Sherman Oaks D G I
18.8%
Sherman Oaks Galleria 13.0% 10.6% 7.9% 10.9% 11.2% 14.4% 14.4% 10.9%
D
21.7%
Media City Burbank 12.7% 16.6% 5.0% 6.9% 16.2% 10.0% 14.4% 10.3%
C/D
10.0% 10.9% 15.9% 13.2%
Americana on Brand - 2.0% 11.2% 9.2% 5.1%
B C C I
11.1%
Antelope Valley Mall 6.4% 7.9% 6.9% 5.1% 6.7% 6.1% 6.0% 7.1%
A
14.9% 7.9% 11.5%
None of the above 7.6% 5.2% 1.4% 5.0% 9.6% 5.2%
E E H
Additional Stores / Restaurants Requested
All respondents were asked what additional stores or restaurants they would like to see open in Santa
Clarita.
 The most frequently requested places were Cheesecake Factory by 18% and Nordstrom’s by
13%. Residents in 2010 (18%) were substantially more likely to mention Cheesecake Factory
compared to those in the 2006 study (13%).
o Saugus and Valencia residents were much more likely to mention Cheesecake Factory
compared to Canyon Country or Newhall residents.
 Also mentioned were Morton’s/other steakhouse and Fry’s by 3% each and Apple Store and
Crate & Barrel by 2% each.
 People who have lived in Santa Clarita at least 10 years tended to request Nordstrom’s compared
to residents of the City in the 3 – 9 year category.
20
Winter 2010
Table 8a: (q8) Top Most Requested Stores or Restaurants in Santa Clarita

Canyon <3 3-9 10+
A B D E F
C G H I
Base: All
408 404 140 63 99 106 32* 101 275
respondents
18.4% 21.2% 26.4%
Cheesecake Factory 12.9% 15.0% 7.0% 12.5% 13.9% 20.7%
B D C/D
16.0%
Nordstrom's 13.2% 16.3% 7.9% 12.7% 15.2% 18.9% C 9.4% 6.9%
H
Morton’s/Other
3.2% 3.7% 3.6% 3.2% 3.0% 2.8% 6.3% 4.0% 2.5%
Steakhouse
Fry’s 2.7% 1.5% 2.1% 3.2% 3.0% 2.8% 6.3% 2.0% 2.5%
3.8%
Apple Store 2.0% 1.7% 1.4% - 2.0% 3.1% 3.0% 1.5%
D
Crate & Barrel 1.5% 1.7% 2.1% - 2.0% 0.9% 6.3% 1.0% 1.1%
Bloomingdales 1.0% 1.5% 1.4% 1.6% 1.0% - 3.1% 1.0% 0.7%

77.9% 77.8% 77.2%
Other 69.4% 65.3% 64.6% 57.5% 78.1% 65.5%
E/F F I
 Higher income residents tended to mention more upscale stores and restaurants.
Table 8b: (q8) Top Most Requested Stores or Restaurants in Santa Clarita
By Income, Presence of Children, Employment

$60-
100K
A B C E F G H I
D
Base: All respondents 408 404 101 101 138 179 229 250 156
18.4%
Cheesecake Factory 12.9% 9.9% 16.8% 24.6% 22.3% 15.3% 20.0% 15.4%
B
18.8%
Nordstrom's 13.2% 16.3% 7.9% 8.9% 15.1% 11.8% 13.6% 12.8%
C/D
7.2%
Morton’s/Other Steakhouse 3.2% 3.7% - 1.0% 3.4% 3.1% 4.0% 1.9%
C/D
Fry’s 2.7% 1.5% 1.0% 3.0% 2.9% 1.7% 3.5% 2.8% 2.6%
5.9%
Apple Store 2.0% 1.7% - 0.7% 2.2% 1.7% 2.0% 1.9%
C/E
Crate & Barrel 1.5% 1.7% - 1.0% 1.4% 2.2% 0.9% 1.6% 1.3%
Bloomingdales 1.0% 1.5% 2.0% - 0.7% 1.1% 0.9% 0.8% 1.3%

84.2% 71.8%
Other 69.4% 65.3% 60.9% 65.9% 72.1% 68.0% 71.8%
D/E H
21
Winter 2010
Of the “Other” stores or restaurants residents mentioned, five additional restaurants surfaced high on the
list requested. These restaurants included:
 Ruth Chris/Flemings/Roy’s (Steakhouse) – 11 responses bringing Morton’s / Steakhouse above

to 5.9%
 PF Chang's – 21 responses or 5.2%
 Sizzler – 17 responses or 4.2%
 Applebee’s – 10 responses or 2.5%
 Bob’s Big Boy Restaurant – 7 responses or 1.7%
Automobile Purchases
Cash for Clunkers Program (New to 2010)
Residents were asked if they or someone in their household purchased a new vehicle in the past year
through the government’s Cash for Clunkers programs.
 The overwhelming majority, 97%, did not purchase a vehicle as part of this program.
Table 9a: (q9) Purchase New Vehicle Through Cash for Clunkers

Canyon <3 3-9 10+
A B D E F
C G H I
Base: All respondents 408 404 140 63 99 106 32* 101 275
3.3%
Yes 2.7% - 2.1% 3.2% 3.0% 2.8% - 2.0%
G
100.0%
No 97.3% - 97.9% 96.8% 97.0% 97.2% 98.0% 96.7%
I
22
Winter 2010
 Across all income categories, at least 96% of the respondents did not purchase a new vehicle
through the Cash for Clunkers program.
Table 9b: (q9) Purchase New Vehicle Through Cash for Clunkers

$60-
100K
A B C E F G H I
D
Yes 2.7% - 1.0% 4.0% 2.2% 3.4% 2.2% 3.2% 1.9%
No 97.3% - 99.0% 96.0% 97.8% 96.6% 97.8% 96.8% 98.1%
Purchased/Leased in Santa Clarita Valley (Modified in 2010)
Residents were asked if they purchased or leased their most recent vehicle in the Santa Clarita Valley.
This question changed slightly from the previous study and was asked of everyone, while in prior years it
was a follow-up question to those who indicated they purchased or leased a vehicle in the previous four
years.
 More than one-half or 53% indicated their most recent purchase or lease of a vehicle occurred in
the Santa Clarita Valley.
 Valencia residents (66%) were more likely to have done so locally compared to Canyon Country
or Newhall residents at 46% each.
 Residents who have lived in Santa Clarita at least three years were more likely to have made
their most recent purchase or lease a vehicle locally compared to relative newcomers, suggesting
residents may have purchased or leased a vehicle more than three to four years earlier.
23
Winter 2010
Table 10a: (q10) Recent Purchase or Lease of Vehicle in Santa Clarita Valley

Canyon <3 3-9 10+
2010 2006* Newhall Saugus Valencia
A B D E F
C G H I
Base: Respondents** 408 276 140 63 99 106 32* 101 275
66.0% 41.6% 62.2%
Yes 53.4% 56.2% 45.7% 46.0% 55.6% 15.6%
C/D G G/H
52.9% 52.4% 84.4% 57.4%
No 45.3% 43.1% 43.4% 33.0% 36.4%
F F H/I I
1.5%
Don’t Know/Refused 1.2% 0.7% 1.4% 1.6% 1.0% 0.9% - 1.0%
G
** In 2006, the question asked only of residents who had purchased or leased a vehicle in the previous four years.
 Residents without children were more likely to have made their most recent purchase or lease of
a vehicle locally compared to those with children.
Table 10b: (q10) Recent Purchase or Lease of Vehicle in Santa Clarita Valley

$60-
2010 2006* <$60K $100K+ With Without Yes No
100K
A B C E F G H I
D
Base: Respondents** 408 276 101 101 138 179 229 250 156
59.4%
Yes 53.4% 56.2% 51.5% 48.5% 56.5% 45.8% 54.0% 52.6%
F
54.2%
No 45.3% 43.1% 45.5% 51.5% 43.5% 38.4% 46.0% 44.2%
G
2.2% 3.2%
Don’t Know/Refused 1.2% 0.7% 3.0% - - - -
F H
** In 2006, the question asked only of residents who had purchased or leased a vehicle in the previous four years.
The share of residents purchasing/leasing their car in the Santa Clarita Valley slipped slightly from the
previous study, although not a considerable amount.
24
Winter 2010
Table 10c: Purchased/Leased in Santa Clarita Valley –
Compared to Previous Studies
2010 2006 2003 2001

A B C D
Base: Total residents / Purchased/leased car* 408 276 288 242

56.2% 58.0%
Yes 53.4% 48.0%
C C
52.0%
No 45.3% 43.1% 42.0%
C/D
1.2%
Don't Know/Refused 0.7% - -
C/D
* In 2006, the question asked only of residents who had purchased or leased a vehicle in the previous four
years.
Reasons Looked Outside Santa Clarita Valley
Residents who purchased/leased their vehicle outside the Santa Clarita Valley were asked what
prompted them to look elsewhere for their purchase.
 Close to one-half or 49% did comparison shopping or looked for better a price followed by 33%
who did not live in the Santa Clarita area, 30% who indicated the brand was not available, 26%
bought private/knew dealer, and 18% had prior poor vehicle service experience.
 Compared to 2006 and 2003, more residents did comparison shopping, did not live locally, did
not find a specific brand locally, bought private/knew dealer, had a poor vehicle service
experience, or bought on-line.
 Other reasons given included the specific car or color was not available or purchased vehicle
near their previous place of residence. A complete listing of other reasons can be found in
Appendix C on page 93.
25
Winter 2010
Table 11: (q12) Reasons Looked Outside Santa Clarita Valley:
Comparison to 2006 and 2003 Studies
2010 2006 2003

A B C
Base: Purchased car outside SCV 185 119 149
48.6% 47%
Comparison shopping/better price 34.5%
B/C B
33.5%
Did not live here 14.3% 16.1%
B/C
29.7% 15.1%
Brand not available 7.4%
B/C C
25.9%
Bought private/Knew dealer 12.6% 6.7%
B/C
17.8% 5.9%
Poor vehicle service experience -
B/C C
3.8%
Found car on-line 4.2% -
B/C
Poor vehicle sales experience 2.7% 1.7% 4.0%
Used independent auto broker 2.2% 1.7% 4.0%
26.2%
Other 20.0% 16.0%
B
Don't know/Refused 2.7% 3.4% 1.3%
Future Purchase
More than three-fourths or 77% would consider buying or leasing their next automobile from a dealership
located in Santa Clarita.
 Across all four neighborhoods, residents were as likely to consider purchasing their next vehicle
locally.
o In comparison, in 2006, more residents from Valencia (83%) would consider buying their
next car locally compared to 67% from Canyon Country and 60% from Newhall.
 The longer residents have lived in Santa Clarita the more likely they were to purchase their next
vehicle locally.
26
Winter 2010
Table 12a: (q12) Consider Buying Next Car in Santa Clarita

Canyon <3 3-9 10+
A B D E F
C G H I
Yes 76.5% 73.0% 75.7% 71.4% 80.8% 76.4% 68.8% 73.3% 78.5%
No 12.5% 15.6% 10.7% 8.1% 15.1% 97.2% 15.6% 13.9% 11.6%
Maybe 10.0% 8.9% 12.9% 7.9% 11.1% 6.6% 15.6% 11.9% 8.7%
Don’t Know 1.0% 2.5% 0.7% 1.6% - 1.9% - 1.0% 1.1%

 Residents with higher income levels were more likely to purchase their next vehicle locally
compared to lower income residents.
Table 12b: (q12) Consider Buying Next Car in Santa Clarita


$60-
100K
A B C E F G H I
D
78.2% 85.5%
Yes 76.5% 73.0% 65.3% 77.1% 76.0% 78.0% 74.4%
C C
21.8% 17.3%
No 12.5% 15.6% 7.9% 7.2% 12.3% 12.7% 9.3%
D/E H
Maybe 10.0% 8.9% 11.9% 12.9% 5.8% 8.9% 10.9% 11.6% 7.7%
Don’t Know 1.0% 2.5% 1.0% 1.0% 1.4% 1.7% 0.4% 1.2% 0.6%
Residents in 2010 were significantly more likely to buy their next car locally compared to residents in
2003. In fact, since 2003, residents were increasingly more likely to purchase their next vehicle locally.
27
Winter 2010
Table 12c: Consider Buying Next Car in Santa Clarita:
Comparison to 2006 and 2003
2010 2006 2003

A B C
Base: All respondents 408 404 404

76.5% 73.0%
Yes 66.6%
C C
No 12.5% 15.6% 14.9%
15.3%
Maybe 10.0% 8.9%
A/B
3.2%
Don't Know 1.0% 2.5%
A
Reasons WOULD Buy Next Car Locally

Residents who would consider buying their next car in Santa Clarita gave the number one reason as
convenience by 40%. A distant second were better deals/prices and taxes stay locally (13% each)
followed by previous experience and support local businesses (12% each). A complete listing can be
found in Appendix D on page 94.
Table 13a: (q14) Reasons WOULD Buy Next Car Locally
Total
Base: Would buy next car locally 312
Convenient 40.4%
Better deals/prices 13.1%
Taxes stay locally 13.1%
Previous experience 11.9%
Support local businesses 11.5%
Variety of cars/dealers 5.8%
Good customer service 3.2%
Know dealers 0.6%
Other 7.4%
Don't Know/Refused 1.3%
28
Winter 2010
Reasons WOULD NOT to Buy Next Car Locally
Residents who would not consider buying their next car in Santa Clarita gave the number one reason as
prices too high/poor deals by 43%. Also cited were not planning to buy a car (33%) followed by bad
previous experience (7%). A complete listing can be found in Appendix D on page 101.
Table 13b: (q12a) Reasons WOULD NOT Buy Next Car Locally
Total
Base: Would not buy next car locally 51
Prices too high/Poor deals 43.1%
Don't plan to buy 33.3%
Bad previous experience/service 7.8%
Other 15.7%
Reasons MIGHT Buy Next Car Locally

Residents who indicated “Maybe” if they would consider buying their next car in Santa Clarita gave the
number one reason as pricing by 46%. A distant second was specific dealer (10%) followed by specific
car (7%), and good service and convenience (5% each). A complete listing can be found in Appendix D
on page 103.
Table 13c: (q12a) Reasons WOULD Buy Next Car Locally
Total
Base: Might buy next car locally 46
Pricing 46.3%
Specific dealer 9.8%
Specific car 7.3%
Good service 4.9%
Convenience 4.9%
Other 12.2%
Don't Know/ 14.6%
Reasons DON’T KNOW Buy Next Car Locally

Four residents indicated they “Don’t Know” if they would buy their next car locally. Half of them felt that it
would depend on the price. A complete listing can be found in Appendix D on page 105.
29
Winter 2010
Communication / Information
Close to one-half or 47% of residents typically get their local news and information through television,
comparable to the 49% who did so in 2006.
 Two in five residents or 40% obtain their local news and information through the Internet,
substantially higher than the 21% who did so in 2006.
 Also frequently mentioned were The Daily News by 26%, The Signal by 25%, the Los Angeles
Times by 15%, and KHTS-AM 1220 by 4%.
 While, a slight increase was seen in those who indicated The Signal, declines were reported for
Magazine of Santa Clarita, Channel 20/SCTV, newspapers in general, Inside SCV Magazine, the
Santa Clarita web site, Santa Clarita Living Magazine, and cable.
Table 14: (q13) Ways Residents Typically Get Local News and Information
Total
2010 2006
A B
Base: All respondents 408 404
Television 46.8% 49.0%
39.5%
Internet 20.5%
B
Daily News 26.2% 30.4%
The Signal 25.0% 21.5%
Los Angeles Times 15.4% 15.1%
KHTS-AM 1220 4.4% 4.2%
Other Radio 3.7% 5.2%
Magazine of Santa Clarita 3.4% 4.7%
Word of Mouth 2.2% 3.5%
4.2%
Channel 20/SCTV 1.0%
A
Newspapers 0.7% 5.7%
Inside SCV Magazine 0.7% 0.7%
Santa Clarita City Web Site 0.2% 1.2%
1.7%
Santa Clarita Living Magazine -
A
1.2%
Cable -
A
3.7%
Other 0.7%
A
None/Nothing 1.5% 0.2%
30
Winter 2010
Local Issues
Satisfaction with Availability of Jobs Locally
Residents were asked their satisfaction level with the availability of jobs locally. Given the importance of
this issue in the community, the question became a stand-alone question in the current study as opposed
to one of a series of issues asked later in the study as in previous years.
 Only one-fourth or 25% were either “Extremely Satisfied” or “Satisfied” with the availability of jobs
locally, substantially lower than the 34% who indicated this level of satisfaction in 2006.
o While the share of those who were “Satisfied” remained comparable, the percentage who
were “Extremely Satisfied” was significantly lower at 2% compared to 11% in the prior
study.
 Canyon County residents (11%) tended to be “Extremely Dissatisfied” compared to Saugus (3%)
residents.
Table 15a: (q14) Satisfaction with Availability of Jobs Locally


Canyon <3 3-9 10+
A B D E F
C G H I
Top 2 Boxes: “Extremely 33.7%
25.2% 22.9% 25.4% 27.3% 26.4% 21.9% 25.7% 25.5%
Satisfied” and “Satisfied” A
11.1% 2.5%
Extremely Satisfied (5) 2.0% 2.1% 1.6% 1.0% 2.8% 3.1% -
A H
Satisfied (4) 23.3% 22.5% 20.7% 23.8% 26.3% 23.6% 18.8% 25.7% 22.9%
Neither Satisfied nor
28.4% 33.7% 25.7% 33.3% 30.3% 27.4% 31.3% 26.7% 28.7%
Dissatisfied (3)
Dissatisfied (2) 20.1% 17.3% 21.4% 20.6% 19.2% 18.9% 21.9% 16.8% 21.1%
11.4%
Extremely Dissatisfied (1) 7.8% 6.9% 7.9% 3.0% 7.5% 6.3% 7.9% 8.0%
E
18.4%
Don’t Know 8.4% 18.6% 12.7% 20.2% 19.8% 18.8% 22.8% 16.7%
B
3.15
Average 2.89 2.76 2.89 3.04 2.94 2.88 2.91 2.89
A
Average rating on a 5-point scale where 5=Extremely Satisfied, 4=Satisfied, 3=Neutral, 2=Dissatisfied, 1=Extremely
Dissatisfied
31
Winter 2010
 Residents with higher income levels were more likely to be neither satisfied nor dissatisfied with
the availability of jobs compared to lower income residents.
 Residents with children also tended to be more neutral about their satisfaction while residents
without children were more likely to be dissatisfied.
Table 15b: (q14) Satisfaction with Availability of Jobs Locally


$60-
100K
A B C E F G H I
D
25.2% 24.8% 29.7% 22.5% 27.4% 23.6% 26.0% 23.7%
11.1%
Extremely Satisfied (5) 2.0% 2.0% 2.0% 2.9% 1.1% 2.6% 2.8% 0.6%
A
Satisfied (4) 23.3% 22.5% 22.8% 27.7% 19.6% 26.3% 21.0% 23.2% 23.1%
Neither Satisfied nor 33.7% 36.2% 39.1% 32.0%
28.4% 33.7% 16.8% 20.1% 23.1%
Dissatisfied (3) C C G I
23.6%
Dissatisfied (2) 20.1% 17.3% 25.7% 17.8% 18.1% 15.6% 20.0% 19.9%
F
Extremely Dissatisfied (1) 7.8% 6.9% 11.9% 5.9% 5.8% 9.5% 6.6% 7.6% 8.3%
18.4% 26.2% 25.0%
Don’t Know 8.4% 20.8% 12.9% 17.4% 8.4% 14.4%
B F H
3.15
Average 2.89 2.71 3.02 2.95 2.93 2.86 2.93 2.84
A
Average rating on a 5-point scale where 5=Extremely Satisfied, 4=Satisfied, 3=Neutral, 2=Dissatisfied, 1=Extremely
Dissatisfied
Reasons Dissatisfied or Extremely Dissatisfied with Availability of Jobs Locally
Residents dissatisfied with the availability of jobs locally were asked why they felt this way. More than
one-third or 34% indicated they just could not find jobs locally followed by 23% who perceive there are not
enough jobs for the population size, 14% who cited general economic conditions, and 11% who indicted a
lack of specific industries / types of jobs / professions locally. (A detailed listing of all the comments can
be found in Appendix E on page 106.)
32
Winter 2010
Table 16: (q15) Reasons Residents Dissatisfied with Availability of Jobs Locally
Total
Base: Dissatisfied with Availability of Jobs Locally 114
Can’t find jobs locally 34.2%
Not enough jobs for population 22.8%
Current economic conditions 14.0%
Lack of specific industry / type of job / profession 10.5%
Pay is too low 8.8%
Lack of many large employers 3.5%
Other 11.4%
Perceived Importance of Local Issues
As in previous years, residents were asked to indicate their perceived importance on various local issues
affecting the City of Santa Clarita.
 More than 90% perceived crime prevention and response to be “Very Important” or “Important”.
The average importance rating for this issue was 4.76 out of 5.00.
 The next five issues rated “Very Important / Important” clustered together were between 82% and
87% and include: water quality/supply, air quality, traffic congestion, drug use by young people,
and quick graffiti removal.
33
Winter 2010
Table 17a: (q16) Importance of Issues Regarding Santa Clarita
Top 2 Boxes:
Average
"Very Important"/
Importance
Base: All respondents "Important"
Crime prevention & response 93.9% 4.76
Water quality/supply 87.3% 4.52
Air quality 86.5% 4.50
Traffic congestion 86.3% 4.51
Drug use by young people 82.8% 4.44
Quick graffiti removal 81.9% 4.41
Preservation of more open spaces 74.3% 4.12
Recycling programs 74.3% 4.12
Quality & number of schools 72.3% 4.18
Construction to improve or add roads 72.1% 4.08
Public park programs 68.9% 3.96
Recreational/leisure opportunities 65.0% 3.89
Residential growth in Santa Clarita Valley 53.9% 3.53
Retail / commercial growth in Santa Clarita Valley 51.5% 3.48
Public transportation 45.3% 3.28
New retail stores / restaurants 43.4% 3.35
Average rating on 5-point scale where 5=Very Important, 4=Important, 3=Neutral, 2=Unimportant, 1=Very Unimportant
Comparison of Issues to Previous Studies
The following table presents the trend in average importance of these issues among residents since
1995.
 Crime prevention and response, water quality/supply, air quality, recycling programs, and new
retail stores/restaurants (compared to “new department store” in 2006) have increased in
importance.
34
Winter 2010
Table 17b: Importance of Issues Regarding Santa Clarita –
Comparison to Previous Years
2010 2006 2003 2001 1999 1998 1997 1996 1995

Crime prevention &
1. 4.76 4.70 4.74 4.62 4.45 4.56 4.75 4.62
response
2. Water quality/supply 4.52 4.46 4.34 4.53 4.39 4.49 4.30 4.29
3. Traffic congestion 4.51 4.61 4.53 4.53 4.65 4.30 3.94 4.36 4.47
4. Air quality 4.50 4.46
Drug use by young
5. 4.44 4.46 4.39 4.39 4.49 4.53
people
6. Quick graffiti removal 4.41 4.45
Quality & number of
7. 4.18 4.32 4.44 4.64 4.68 4.73 4.74 4.58
schools
Preservation of more
8. 4.12 4.22 4.31 4.30 4.10
open spaces
9. Recycling programs 4.12 4.05 4.10 3.97 3.98 3.92 3.81 3.91 4.04
Construction to
10. 4.08 4.38 4.33 4.38
improve or add roads
11. Public park programs 3.96 4.00 4.14 3.95
Recreational/leisure
12. 3.89 3.91 3.84 3.72 3.70 3.69 3.86 3.87 4.08
opportunities
Residential growth in
13. 3.53
Santa Clarita Valley
Retail / commercial
14. 3.48
growth in Santa
New retail stores /
15. 3.35
restaurants
16. Public transportation 3.28 3.43
Growth in Santa
17. 4.12 4.19 3.79 4.05 3.94 4.05 4.14
Clarita Valley
18. New department store 2.85 3.01 2.53
Average rating on a 5-point scale where 5=Very Important, 4=Important, 3=Neutral, 2=Unimportant, 1=Very
Unimportant
“Big Picture” Issues
Over the past several years Santa Clarita has been striving to meet the community’s needs and address
their concerns. Consequently, residents were asked their level of satisfaction with how the City has
addressed specific “Big Picture” issues affecting them locally.
 Close to three-fourths of 73% were either “Extremely” or “Somewhat Satisfied” with the handling
of crime and public safety, 72% were “Extremely/Somewhat Satisfied” with graffiti removal, and
70% were satisfied with the supply of city parks.
 Closely behind was the 63% who were “Extremely/Somewhat Satisfied” with the variety of dining
followed by 62% with the variety of shopping.
35
Winter 2010
 Residents were “Somewhat Dissatisfied” with availability of nighttime activities and traffic on
major local roadways as seen by their average satisfaction rating ranging from 2.92 to 2.85 out of
5.00.
Table 18a: (q17) Residents’ Satisfaction with “Big Picture” Issues
Top 2 Boxes:
"Extremely" / Average
"Somewhat Satisfaction
Base: All respondents Satisfied"
Crime & public safety 73.0% 4.00
Graffiti removal 71.8% 4.06
Supply of City parks 69.9% 3.96
Variety of dining 62.5% 3.76
Variety of shopping 62.0% 3.82
Local air quality 56.4% 3.67
Availability of family entertainment 52.2% 3.60
Retail / commercial growth 49.0% 3.57
Variety of cultural arts programs / events 48.5% 3.45
Adding more open space 46.6% 3.42
Newhall redevelopment 38.0% 3.16
Availability of youth activities 37.0% 3.25
Residential growth 35.0% 3.04
Traffic on major local roadways 28.9% 2.85
Availability of night time entertainment 27.9% 2.92
Average rating on a 5-point scale, 5=Extremely Satisfied, 4=Somewhat Satisfied, 3=Neutral,
2=Somewhat Dissatisfied, and 1=Extremely Dissatisfied.
36
Winter 2010
Comparison of “Big Picture” Issues to Previous Study
The following table presents a comparison in average importance of these “big picture” issues among
residents to the previous study in 2006.
Table 18b: (q17) Comparison of Residents’ Satisfaction with “Big Picture” Issues
2010 2006
Base: All respondents A B
Crime & public safety 4.00 3.93
4.06
Graffiti removal 3.82
B
Supply of City parks 3.96 3.95
Variety of dining 3.76 3.82
Variety of shopping 3.82 3.86
3.67
Local air quality 3.38
B
Availability of family entertainment 3.60 3.61
Retail / commercial growth 3.57
Variety of cultural arts programs / events 3.45 3.36
3.42
Adding more open space 3.07
B
Newhall redevelopment 3.16 3.14
3.62
Availability of youth activities 3.25
A
Residential growth 3.04
2.85
Traffic on major local roadways 2.52
B
Growth and development 2.94
Availability of night time entertainment 2.92 2.96
Average rating on a 5-point scale, 5=Extremely Satisfied, 4=Somewhat Satisfied, 3=Neutral,
2=Somewhat Dissatisfied, and 1=Extremely Dissatisfied.
Economic Conditions (New in 2010)
Residents were asked if the recent economic conditions had an impact on any of their buying habits
and/or decisions.
 Approximately two-thirds or 68% each indicated they shop less at stores and save more money
followed by 66% who eat out less, 64% who go out less for entertainment, and 60% who stay
closer to home or their vacations have become staycations.
 Still another 29% indicated they do more Internet shopping and 7% have moved into a smaller
home or apartment.
37
Winter 2010
 Residents of Saugus are least likely to have moved into a smaller residence.
 Residents who have lived in Santa Clarita less than three years (81%) tend to be eating out less
compared to residents who have lived in Santa Clarita 3 – 9 years (60%) or more than 10 years
(66%).
Table 19a: (q18) Impact of Current Economic Conditions on Buying Habits By …


Canyon <3 3–9 10+
2010 Newhall Saugus Valencia
A C D E
B F G H
Base: All respondents 408 140 63 99 106 32* 101 275
Less shopping at stores 68.1% 67.1% 68.3% 68.7% 68.9% 78.1% 64.4% 68.4%
Save more money 68.1% 71.4% 66.7% 71.7% 61.3% 75.0% 64.4% 68.7%
81.3%
Eating out less 65.9% 60.7% 66.7% 71.7% 67.0% 60.4% 66.2%
G/H
Go out less for entertainment 64.0% 62.9% 57.1% 69.7% 64.2% 71.9% 60.4% 64.4%
Stay closer to home /
59.8% 60.7% 61.9% 59.6% 57.5% 65.6% 66.6% 56.7%
staycations
More internet shopping 28.7% 26.4% 25.4% 37.4% 25.5% 25.0% 29.7% 28.7%
Moved into smaller home or 7.9% 9.5% 9.4% 25.0%
6.9% 1.0% 7.9% 4.4%
apartment D D D G/H
 Lower income residents were more likely to have moved into a smaller home or apartment.
 However, residents with income in the $60,000 - $100,000 range were more likely to be eating
out less as well as doing more shopping online.
38
Winter 2010
Table 19b: (q18) Impact of Current Economic Conditions on Buying Habits

$60-
2010 <$60K $100K+ With Without Yes No
100K
A B D E F G H
C
Base: All respondents 408 101 101 138 179 229 250 156
Less shopping at stores 68.1% 67.3% 74.3% 65.2% 73.2% 64.2% 71.2% 63.5%
Save more money 68.1% 68.3% 72.3% 64.5% 70.9% 65.9% 68.4% 68.6%
74.3% 72.1%
Eating out less 65.9% 67.3% 62.3% 61.1% 67.6% 63.5%
D F
73.2%
Go out less for entertainment 64.0% 67.3% 67.3% 64.5% 56.8% 66.0% 60.9%
F
71.3%
Stay closer to home / staycations 59.8% 64.4% 52.9% 64.8% 55.9% 60.4% 59.0%
D
36.6% 34.1% 34.4%
More internet shopping 28.7% 16.8% 32.4% 25.8% 19.9%
B B H
Moved into smaller home or 14.9%
6.9% 5.9% 2.2% 8.4% 5.7% 4.8% 10.3%
apartment C/D
Satisfaction with City Services
Interaction with City (New to 2010)
Residents were asked if they had any interaction with the City of Santa Clarita within the previous 1 -2
years.
 In general, close to two-fifths or 38% indicated they had previously interacted with the City.
Additionally, the longer residents have lived in the City, the more likely they had interacted with
the City.
39
Winter 2010
Table 20a: (q19) Interaction with City of Santa Clarita in Past 1 – 2 Years

Canyon <3 3-9 10+
A C D E
B F G H
Base: All respondents 408 140 63 99 106 32* 101 275
37.6% 40.4%
Yes 37.7% 40.7% 34.9% 39.4% 34.0% 15.6%
F F
84.4%
No 61.0% 57.1% 65.1% 60.6% 64.2% 61.4% 58.2%
G/H
1.5%
Don’t Remember 1.2% 2.1% - - 1.9% - 1.0%
F
 Higher income residents as well as residents with children and employed residents were more
likely to have interacted with the City compared to their counterparts.
Table 20b: (q19) Interaction with City of Santa Clarita in Past 1 – 2 Years

$60-
2010 <$60K $100K+ With Without Yes No
100K
A B D E F G H
C
Base: All respondents 408 101 101 138 179 229 250 156
47.1% 44.1% 41.6%
Yes 37.7% 31.7% 36.6% 32.8% 31.4%
B F H
65.3% 65.9%
No 61.0% 63.4% 52.2% 54.7% 58.0% 66.7%
D E
Don’t Remember 1.2% 3.0% - 0.7% 1.1% 1.3% 0.4% 1.9%
Satisfaction with Interaction with City (New to 2010)
Residents who had previously interacted with the City were then asked how satisfied they were with their
experience contacting the City.
 The majority or 71% were “Extremely Satisfied” or “Satisfied” with their experience contacting the
City. On average residents were “Satisfied” with their experience as seen through the average
rating of 3.77 out of 5.00.
 Although more Newhall residents were “Extremely Satisfied” and “Satisfied”, Valencia residents
had an overall higher average satisfaction rating.
40
Winter 2010
 Residents who were newer to Santa Clarita tended to be more satisfied with their experience
compared to residents with longer tenure in Santa Clarita.
Table 21a: (q20) Satisfaction with Experience Contacting City


Canyon <3 3-9 10+
A C D E
B F G H
Base: Contacted City 154 57 22* 39* 36* 5* 38* 111
Top 2 Boxes: “Extremely 81.8% 100%
70.8% 70.2% 59.0% 77.8% 68.4% 70.3%
Satisfied” and “Satisfied” D G/H
80.0%
Extremely Satisfied (5) 24.0% 29.8% 27.3% 15.4% 22.2% 21.1% 22.5%
G/H
Satisfied (4) 46.8% 40.4% 54.5% 43.6% 55.6% 20.0% 47.4% 47.7%
Neither Satisfied nor 14.0% 23.1% 16.7% 18.4% 14.4%
14.9% - -
Dissatisfied (3) C C C F F
13.2% 10.8%
Dissatisfied (2) 11.0% 12.3% 9.1% 15.4% 5.6% -
F F
4.5%
Extremely Dissatisfied (1) 3.2% 3.5% 9.1% 2.6% - - -
F/G
4.80
Average 3.77 3.81 3.82 3.54 3.94 3.76 3.73
G/H
 A larger share of higher income residents were “Extremely Satisfied” compared to residents with
lower income levels.
41
Winter 2010
Table 21b: (q20) Satisfaction with Experience Contacting City

2010 $60-
A <$60K $100K+ With Without Yes No
100K
B D E F G H
C
Base: Contacted City 154 32* 37* 65 79 75 104 49*
Top 2 Boxes: “Extremely
70.8% 71.9% 70.3% 70.8% 70.9% 70.7% 71.2% 69.4%
Satisfied” and “Satisfied”
29.2%
Extremely Satisfied (5) 24.0% 12.5% 24.3% 25.3% 22.7% 22.1% 28.6%
B
Satisfied (4) 46.8% 59.4% 45.9% 41.5% 45.6% 48.0% 49.0% 40.8%
Neither Satisfied nor Dissatisfied
14.9% 12.5% 18.9% 13.8% 16.5% 13.3% 16.3% 12.2%
(3)
Dissatisfied (2) 11.0% 9.4% 8.1% 13.8% 8.9% 13.3% 9.6% 14.3%
Extremely Dissatisfied (1) 3.2% 6.3% 2.7% 1.5% 3.8% 2.7% 2.9% 4.1%
Average 3.77 3.63 3.81 3.83 3.80 3.75 3.78 3.76

Reasons for Dissatisfaction with Interaction with City (New to 2010)
A total of 22 residents who had previously interacted with the City were “Dissatisfied/Extremely
Dissatisfied” with their experience. These residents were asked what led them to be dissatisfied.
42
Winter 2010
Table 22: (q21) Reasons for Dissatisfaction with Experience Contacting City
# % of
Reason
Residents Total
Base: “Dissatisfied/Extremely Dissatisfied” with Experience 22 100.0%
No action taken by City 6 27.3%
Issue/question still not resolved 6 27.3%
Did not receive response from City 3 13.6%
Person was not knowledgeable 2 9.1%
Phone not answered promptly 1 4.5%
Had to talk to too many departments/people 1 4.5%
Took too long for issue to be resolved 1 4.5%
Couldn’t find the right department - -
Call not returned promptly - -
Other 10 45.5%
Overall Satisfaction
Residents were asked to indicate their level of satisfaction with specific departments or areas within the
City of Santa Clarita. In the current study, the department names were modified to reflect the role of that
department in order for residents to more easily identify with those departments.
 Approximately 87% were “Extremely/Somewhat Satisfied” with the Fire Department. Their
average satisfaction rating was 4.55 out of 5.00.
 Behind the Fire Department, 77% were “Extremely/Somewhat Satisfied” with the Sheriff/Police
Department followed by 74% with City Beautification, and 70% with Parks & Recreation,
Community Service/Education, and Arts & Events.
 While 30% or less were “Extremely/Somewhat Satisfied” with Enterprise Zone for Businesses,
Permits & Inspections, Zoning & Redevelopment, and Accounting & Budgeting, these City
department had among the lowest recognition as between 13% and 21% did not know about
these City departments.
43
Winter 2010
Table 23: (q22) Residents’ Satisfaction with City Services
Top 2 Boxes: Average

Extremely/ Satisfaction 2010
Somewhat Satisfied Rating % Don't
2010 2006 2010 2006 Know
Base: All Respondents A B C D
Fire Department 87.3% 89.4% 4.55 4.52 2.9%
4.16
Sheriff/Police Department 77.2% 74.0% 3.95 1.2%
D
73.8% 4.00
City Beautification 64.4% 3.80 1.2%
B D
Parks & Recreation, Community Services/Education, Arts &
70.3% 74.5% 4.00 4.06 1.5%
Events (Parks in 2006)
Parks & Recreation, Community Services/Education, Arts & 70.3% 4.00
58.2% 3.80 1.5%
Events (Recreation/Community Services in 2006) B D
Getting Information on City Programs/Services 59.3% 3.74
35.1% 3.33 2.5%
(Communications/Outreach in 2006) B D
58.3% 3.66
Street Maintenance 51.0% 3.45 -
B D
Transportation: Busses, Trolley, Dial-A-Ride (Public 51.7% 3.65
41.6% 3.39 7.8%
Transportation in 2006) B D
3.56
Major City Projects, i.e. Bridges, roads 51.2% 46.5% 3.34 2.7%
D
Code Enforcement 39.7% 34.7% 3.50 3.36 16.4%
Enterprise Zone for Businesses (New in 2010) 30.4% N/A 3.34 N/A 20.6%
46.8% 3.57
Permits & Inspections (Building & Safety in 2006) 29.9% 3.33 19.9%
A C
Zoning & Redevelopment (City Planning in 2006) 28.2% 31.2% 3.16 3.11 12.7%
Accounting & Budgeting (City Financial Management in 37.1% 3.41
27.7% 3.25 20.6%
2006) A C
N/A represents question not asked
Average rating on a 5-point scale, 5=Extremely Satisfied, 4=Somewhat Satisfied, 3=Neutral, 2=Somewhat
Dissatisfied, and 1=Extremely Dissatisfied.
44
Winter 2010
Zoning & Redevelopment (City Planning in 2006)
More than one-fourth or 28% were “Extremely” or “Somewhat Satisfied” with Zoning & Redevelopment
and overall were “Neutral” about these city services with their average satisfaction rating of 3.16 out of
5.00. In part, this may be partially compounded by the 13% who were unable to indicate their satisfaction
level with City Planning.
 Canyon Country residents (33%) were more satisfied than Valencia residents (21%), and this was
opposite from 2006 in which Valencia residents were much more satisfied than Canyon County
residents.
Table 24a: Residents “Extremely/Somewhat Satisfied” with Zoning & Redevelopment


Canyon <3 3–9 10+
A B D E F
C G H I
Base: All respondents 408 140 63 99 106 32* 101 275 408
28.2% 31.2% 34.9% 25.3% 20.8% 37.5% 21.8% 29.5%
Satisfied” and “Satisfied” F
Average 3.16 3.11 3.25 3.17 3.16 3.01 3.41 3.05 3.17
 Resident with medium income levels (36%) tended to be more satisfied than those in the highest
income category (25%).
Table 24b: Residents “Extremely/Somewhat Satisfied” with Zoning & Redevelopment


$60-
100K
A B C E F G H I
D
28.2% 31.2% 30.7% 35.6% 24.6% 29.6% 27.1% 27.2% 30.1%
Average 3.16 3.11 3.15 3.30 3.10 3.22 3.11 3.13 3.21
45
Winter 2010
Parks & Recreation, Community Services/Education, Arts & Events (Parks in 2006 and
Recreation/Community Services in 2006)
Approximately 70% of respondents were “Extremely” or “Somewhat Satisfied” with Parks & Recreation,
Community Services/Education, Arts & Events and overall were “Somewhat Satisfied” with these city
services as their average satisfaction rating was 4.00 out of 5.00.
 Saugus residents (79%) were more satisfied than Canyon Country (66%) or Newhall (64%)
residents.
Table 25a: Residents “Extremely/Somewhat Satisfied” with Parks & Recreation, Community
Services/Education, Arts & Events

2006
2006 Canyon <3 3-9 10+
2010 (Rec/Comm Newhall Saugus Valencia
(Parks) Country Years Years Years
A Services) E F G
B D H I J
C
Base: All respondents 408 404 404 140 63 99 106 32* 101 275
Top 2 Boxes: “Extremely 70.3% 78.8%
74.5% 58.2% 65.7% 63.5% 72.6% 81.3% 72.3% 68.4%
Satisfied” and “Satisfied” C D/E
4.00
Average 4.06 3.80 3.92 3.95 4.10 4.06 4.22 4.03 3.97
C
 Residents with higher income levels were more satisfied than residents with lower income levels.
Table 25b: Residents “Extremely/Somewhat Satisfied” with Parks & Recreation, Community
Services/Education, Arts & Events

2006
2006 $60-
2010 (Rec/Comm <$60K $100K+ With Without Yes No
(Parks) 100K
A Services) D F G H I J
B E
C
Base: All respondents 408 404 404 101 101 138 179 229 250 156
Top 2 Boxes: “Extremely 70.3% 77.2% 73.9%
74.5% 58.2% 61.4% 74.3% 67.2% 68.8% 72.4%
Satisfied” and “Satisfied” C D D
4.00 4.13
Average 4.06 3.80 3.84 4.04 4.07 3.96 3.98 4.03
C D
46
Winter 2010
Permits & Inspections (Building & Safety in 2006)
Less than one-third or 30% were “Extremely” or “Somewhat Satisfied” with Permits & Inspections and
overall were “Neutral” with these city services as their average satisfaction rating was 3.33 out of 5.00. In
part, this may have been compounded by the 20% who were unable to indicate their satisfaction level
with Permits & Inspections.
 It is noteworthy that satisfaction with Permits & Inspections was much higher in 2006 at 47% and
there were a smaller percentage of residents – 9% – who did not know about this department.
Table 26a: Residents “Extremely/Somewhat Satisfied” with Permits & Inspections


Canyon <3 3-9 10+
A B D E F
C G H I
Top 2 Boxes: “Extremely 46.8% 39.7%
29.9%
A
32.1% E
24.2% 26.4% 40.6% 29.7% 28.7%
3.57 3.65 3.69
Average 3.33 3.33 3.15 3.30 3.24 3.32
A E/F I
 Residents with medium income levels (40%) tended to be more satisfied than those in the highest
income category (30%) as well as residents with lower income levels (27%).
Table 26b: Residents “Extremely/Somewhat Satisfied” with Permits & Inspections


$60-
100K
A B C E F G H I
D
29.9% 26.7% 39.6% 29.7% 33.5% 27.1% 29.6% 30.8%
3.57
Average 3.33 3.26 3.51 3.31 3.40 3.27 3.29 3.41
A
47
Winter 2010
Street Maintenance
More than one-half or 58% were “Extremely” or “Somewhat Satisfied” with Street Maintenance and overall
were almost “Somewhat Satisfied” with these city services as their average satisfaction rating was 3.66
out of 5.00. These satisfaction levels were higher than levels seen in 2006.
 Saugus residents (64%) were more satisfied than Newhall residents (46%) and newcomers to
Santa Clarita tended to be more satisfied than residents who have been in Santa Clarita at least
three years.
Table 27a: Residents “Extremely/Somewhat Satisfied” with Street Maintenance


Canyon <3 3-9 10+
A B D E F
C G H I
Satisfied” and “Satisfied” B
51.0% 57.9% 46.0%
D
61.3%
H/I
57.4% 56.4%
3.66 3.76 3.75
Average 3.45 3.67 3.33 3.97 3.64 3.63
B D D
 Satisfaction among residents tended to increase as income levels increased.
Table 27b: Residents “Extremely/Somewhat Satisfied” with Street Maintenance


$60-
100K
A B C E F G H I
D
51.0% 52.5% 59.4% 62.3% 58.1% 58.5% 58.8% 57.7%
3.66
Average 3.45 3.50 3.79 3.67 3.65 3.67 3.65 3.69
B
48
Winter 2010
Accounting & Budgeting (City Financial Management in 2006)
More than one-fourth or 28% were “Extremely” or “Somewhat Satisfied” with Accounting & Budgeting and
overall were “Neutral” about these city services as their average satisfaction rating was 3.25 out of 5.00.
In part, this may be compounded by the 21% who were unable to indicate their satisfaction level with
Accounting & Budgeting.
 Satisfaction levels were lower in 2010 compared to 2006 and slightly more residents were unable
to indicate their satisfaction level.
Table 28a: Residents “Extremely/Somewhat Satisfied” with Accounting & Budgeting


Canyon <3 3-9 10+
A B D E F
C G H I
27.7% 28.3% 18.9% 40.6% 24.8% 27.3%
Satisfied” and “Satisfied” A F F
3.41 3.46
Average 3.25 3.28 3.32 3.01 3.44 3.22 3.24
A F
 Regardless of income, presence of children or employment status, residents were “Neutral” about
their satisfaction with Accounting & Budgeting.
Table 28b: Residents “Extremely/Somewhat Satisfied” with Accounting & Budgeting


$60-
100K
A B C E F G H I
D
27.7% 28.7% 34.7% 28.3% 27.4% 27.9% 25.6% 30.8%
3.41
Average 3.25 3.30 3.31 3.24 3.25 3.25 3.23 3.29
A
49
Winter 2010
Transportation: Busses, Trolley, Dial-A-Ride (Public Transportation in 2006)
More than one-half or 52% were “Extremely Satisfied” or “Somewhat Satisfied” with Transportation:
Busses, Trolley, Dial-A-Ride and overall were almost “Somewhat Satisfied” about these city services as
their average satisfaction rating was 3.65 out of 5.00. Additionally, 8% were unable to indicate their
satisfaction level with Public Transportation.
 Satisfaction with transportation tended to be higher in 2010 compared to 2006.
Table 29a: Residents “Extremely/Somewhat Satisfied” with Transportation:

Busses, Trolley, Dial-A-Ride

Canyon <3 3-9 10+
A B D E F
C G H I
41.6% 50.0% 54.0% 52.5% 51.9% 56.3% 50.5% 51.6%
3.65
Average 3.39 3.64 3.61 3.65 3.71 3.66 3.64 3.66
B
 Residents with income between $60,000 and $100,000 had the highest average satisfaction
rating of 3.79 out of 5.00.
Table 29b: Residents “Extremely/Somewhat Satisfied” with Transportation:

Busses, Trolley, Dial-A-Ride

$60-
100K
A B C E F G H I
D
41.6% 55.4% 58.4% 48.6% 52.5% 51.1% 50.0% 55.1%
3.65
Average 3.39 3.63 3.79 3.60 3.68 3.63 3.62 3.72
B
50
Winter 2010
Fire Department
The vast majority or 87% were “Extremely” or “Somewhat Satisfied” with Fire Department and overall
were nearly “Extremely Satisfied” with these city services as their average satisfaction rating was 4.55 out
of 5.00.
 Canyon Country residents (89%) were slightly more satisfied with the Fire Department compared
to Valencia residents at 86%.
 Residents who have lived in Santa Clarita at least 10 years (90%) were much more satisfied than
residents who have lived here either less than 3 years (75%) or 3 – 9 years (84%).
Table 30a: Residents “Extremely/Somewhat Satisfied” with Fire Department


Canyon <3 3-9 10+
A B D E F
C G H I
87.3% 89.4% 88.6% 85.7% 87.9% 85.8% 75.0% 84.2% 89.8%
4.60
Average 4.55 4.52 4.57 4.56 4.55 4.51 4.28 4.46
G
 Residents not employed had the highest average satisfaction rating of 4.65 out of 5.00.
Table 30b: Residents “Extremely/Somewhat Satisfied” with Fire Department


$60-
100K
A B C E F G H I
D
87.3% 89.4% 91.1% 85.1% 89.1% 88.3% 86.5% 85.6% 90.4%
4.65
Average 4.55 4.52 4.63 4.53 4.53 4.53 4.56 4.49
H
51
Winter 2010
Sheriff/Police Department
Three-fourths or 77% were “Extremely” or “Somewhat Satisfied” with Sheriff/Police Department and
overall were “Somewhat Satisfied” with these city services as their average satisfaction rating was 4.16
out of 5.00.
Table 31a: Residents “Extremely/Somewhat Satisfied” with Sheriff/Police Department


Canyon <3 3-9 10+
A B D E F
C G H I
77.2% 74.0% 74.3% 81.1% 77.8% 78.3% 75.0% 73.3% 78.9%
4.16
Average 3.95 4.07 4.27 4.22 4.17 4.26 4.00 4.21
B
 Residents not employed and those without children tended to be the most satisfied compared to
their counterparts.
Table 31b: Residents “Extremely/Somewhat Satisfied” with Sheriff/Police Department


$60-
100K
A B C E F G H I
D
77.2% 74.0% 77.2% 78.2% 79.7% 73.2% 80.3% 73.6%
Satisfied” and “Satisfied” H
4.16 4.27 4.33
Average 3.95 4.09 4.27 4.18 4.02 4.06
B F H
52
Winter 2010
Code Enforcement
Two-fifths or 40% were “Extremely” or “Somewhat Satisfied” with Code Enforcement and overall were
between “Neutral” and “Somewhat Satisfied” about these city services as their average satisfaction rating
was 3.50 out of 5.00. This may be attributable to the fact that 16% of residents did not have enough
experience with this area to indicate their satisfaction level.
Table 32a: Residents “Extremely/Somewhat Satisfied” with Code Enforcement


Canyon <3 3-9 10+
A B D E F
C G H I
39.7% 34.7% 40.7% 47.6% 35.4% 37.7% 46.9% 40.6% 38.5%
Average 3.50 3.36 3.48 3.59 3.40 3.57 3.74 3.52 3.47
 Residents in the highest income level had the highest average satisfaction rating.
Table 32b: Residents “Extremely/Somewhat Satisfied” with Code Enforcement


$60-
100K
A B C E F G H I
D
39.7% 34.7% 43.6% 40.6% 40.6% 41.9% 38.0% 40.0% 39.7%
Average 3.50 3.36 3.57 3.46 3.59 3.54 3.47 3.51 3.50
53
Winter 2010
Getting Information on City Programs/Services (Communications/Outreach in 2006)
Close to two-thirds or 60% were “Extremely” or “Somewhat Satisfied” with getting information on City
programs/services and overall were “Somewhat Satisfied” about these city services as their average
satisfaction rating was 3.74 out of 5.00. Both this average rating and overall satisfaction were higher
compared to 2006 and there were fewer (3%) who unable to rate this department compared to previously
(9%).
Table 33a: Residents “Extremely/Somewhat Satisfied” with Getting Information on City

Programs/Services

Canyon <3 3-9 10+
A B D E F
C G H I
35.1% 61.4% 52.4% 61.6% 58.5% 59.4% 59.4% 59.3%
3.74
Average 3.33 3.81 3.75 3.71 3.65 3.78 3.75 3.73
B
 Satisfaction levels increased in higher income levels and residents not employed were more
satisfied with this department compared to employed residents.
Table 33b: Residents “Extremely/Somewhat Satisfied” with Getting Information on City

Programs/Services

$60-
100K
A B C E F G H I
D
35.1% 56.4% 61.4% 64.5% 62.6% 56.8% 58.4% 61.5%
3.74
Average 3.33 3.64 3.76 3.85 3.75 3.72 3.66 3.87
B
54
Winter 2010
Major City Projects (Bridges, roads, etc.)
More than one-half or 51% were “Extremely” or “Somewhat Satisfied” with Major City Projects and overall
were close “Somewhat Satisfied” over these city services with their average satisfaction rating of 3.56 out
of 5.00.
 Newhall residents (59%) were most satisfied with Major City Projects compared to Saugus (46%)
and Valencia (49%) residents.
Table 34a: Residents “Extremely/Somewhat Satisfied” with Major City Projects


Canyon <3 3-9 10+
A B D E F
C G H I
51.2% 46.5% 53.6% 58.7% 45.5% 49.1% 50.0% 55.4% 49.8%
3.56
Average 3.34 3.61 3.69 3.44 3.52 3.63 3.62 3.53
B
 Residents with children and those not employed were slightly more satisfied with Major City
Projects compared to residents without children and those employed.
Table 34b: Residents “Extremely/Somewhat Satisfied” with Major City Projects


$60-
100K
A B C E F G H I
D
51.2% 46.5% 54.5% 53.5% 53.6% 53.1% 49.8% 50.4% 53.2%
3.56
Average 3.34 3.64 3.66 3.51 3.60 3.52 3.53 3.61
B
55
Winter 2010
City Beautification
Close to three-fourths or 74% were “Extremely” or “Somewhat Satisfied” with City Beautification and
overall “Somewhat Satisfied” with these city services with their average satisfaction rating of 4.00 out of
5.00.
 Saugus and Valencia residents were more satisfied with City Beautification compared to Canyon
Country residents.
Table 35a: Residents “Extremely/Somewhat Satisfied” with City Beautification


Canyon <3 3-9 10+
A B D E F
C G H I
64.4% 67.1% 73.0%
C C
75.0% 72.3% 74.2%
4.00 4.08 4.14
Average 3.80 3.81 4.06 4.10 4.06 3.97
B C C
 Residents with income less than $60,000 and those without children were the most satisfied with
City Beautification.
Table 35b: Residents “Extremely/Somewhat Satisfied” with City Beautification


$60-
100K
A B C E F G H I
D
64.4% 74.3% 71.3% 76.1% 71.5% 75.5% 73.6% 73.7%
4.00
Average 3.80 4.03 3.98 4.01 3.97 4.03 3.96 4.05
B
56
Winter 2010
Enterprise Zone (New in 2010)
Less than one-third or 30% were “Extremely” or “Somewhat Satisfied” with Enterprise Zone for
businesses and were overall “Neutral” with these city services with their average satisfaction rating of
3.34 out of 5.00. This may be due to the 21% of residents who did not have enough experience with this
part of the City to be able to rate their satisfaction level.
Table 36a: Residents “Extremely/Somewhat Satisfied” with Enterprise Zone


Canyon <3 3-9 10+
A B D E F
C G H I
30.4% - 30.0% 30.2% 31.3% 30.2% 34.4% 33.7% 28.7%
Average 3.34 - 3.39 3.38 3.29 3.29 3.40 3.50 3.28

Table 36b: Residents “Extremely/Somewhat Satisfied” with Enterprise Zone


$60-
100K
A B C E F G H I
D
30.4% - 33.7% 37.6% 29.0% 32.4% 28.8% 28.4% 34.0%
Average 3.34 - 3.34 3.52 3.34 3.37 3.31 3.31 3.40
57
Winter 2010
Other Areas
Approximately 7% or 27 individuals mentioned other City areas or services they wanted to rate. These
other areas included:
 Utilities: Power, Water, and Waste Management – 8 responses

 Medical Care / Additional Hospital – 5 responses
 Saugus School District / Education – 5 responses
 Traffic Control / Smart lights – 2 responses
 City Council – 2 responses
 Miscellaneous – 7 responses
Overall, satisfaction was low with these additional areas or services with only 30% being
“Extremely/Somewhat Satisfied” and their average rating was “Somewhat Dissatisfied” with a 2.48 out of
5.00 rating.
Green / Environmental Issues (New in 2010)
Importance of City’s Involvement
Residents were asked if they think it is important for the City to provide information on energy and water
conservation to the community.
 The vast majority, 92%, perceive it is important while 6% do not believe it is important and the
remaining 2% were unsure.
 Those who have lived in Santa Clarita 3 – 9 years (96%) were more likely to indicate this was
important for the City to do compared to 91% of residents who have lived in Santa Clarita at least
10 years.
58
Winter 2010
Table 37a: (q23) Important for City to Provide Information on Energy and Water Conservation

Canyon <3 3-9 10+
A B D E F
C G H I
96.0%
Yes 92.4% - 92.1% 95.2% 91.9% 91.5% 93.8%
I
90.9%
No 6.1% - 7.1% 3.2% 5.1% 7.5% 6.3% 3.0% 7.3%

1.8%
Not sure 1.5% - 0.7% 1.6% 3.0% 0.9% - 1.0%
G
Table 37b: (q23) Important for City to Provide Information on Energy and Water Conservation

$60-
100K
A B C E F G H I
D
Yes 92.4% - 95.0% 95.0% 90.6% 93.9% 91.3% 92.4% 92.3%
No 6.1% - 5.0% 4.0% 8.0% 5.6% 6.6% 6.0% 6.4%
Not sure 1.5% - - 1.0% 1.4% 0.6% 2.2% 1.6% 1.3%

Importance of Environmental Sustainability
Residents were asked the importance of different options in the City to make the community more
environmentally sustainable.
 Residents perceived the most important issues to be recycling programs, bikeways/bike trails,
and walk able communities with average importance ratings of 4.31, 4.22, and 4.12, respectively,
out of 5.00.
 Those options with lowest perceived level of importance included cluster housing developments
and mixed used developments.
59
Winter 2010
Table 38: (q24) Importance of Different “Green Living” Options for Residents
Top 2 Boxes: Bottom 2 Boxes:

Extremely / Extremely / Average
Somewhat Somewhat Importance
Base: All respondents Important Unimportant
Recycling Programs 80.1% 6.1% 4.31
Bikeways / Bike Trails 77.7% 5.4% 4.22
Walk able Communities 73.3% 7.1% 4.12
Green Building Policies 64.2% 12.5% 3.83
Housing near Metrolinks/Transit Centers 47.5% 22.8% 3.40
Mixed Use Development 38.0% 29.7% 3.11
Cluster Housing Developments 28.7% 39.5% 2.83

Average rating on a 5-point scale, 5=Extremely Important, 4=Somewhat Important, 3=Neutral, 2=Somewhat
Unimportant, and 1=Extremely Unimportant.
Employment
More than three-fifths or 61% of all residents are employed compared to 73% in 2006.
 A larger percentage of Canyon County and Saugus residents (64% each) are employed
compared to 59% of Valencia and 56% of Newhall residents.
 The percentage of residents employed now at 61% is comparable to 62% who were employed
during the 2003 study.
Table 39a: (q25) Residents Who Are Employed


Canyon <3 3-9 10+
A B D E F
C G H I
73.3% 71.3%
Yes 61.3%
A
64.3% 55.6% 63.6% 58.5% 56.3%
I
58.2%
38.2% 41.1%
No
B
26.7% 35.0% 44.4% 36.4% 40.6% 43.8% 28.7%
H
Don’t Know/Refused 0.5% - 0.7% - - 0.9% - - 0.7%
60
Winter 2010
 Significantly more residents with incomes above $60,000 were employed compared to residents
with incomes under $60,000.
 Additionally, 69% of residents with children were employed compared to 56% of residents without
children.
Table 39b: (q25) Residents Who Are Employed


$60-
100K
A B C E F G H I
D
73.3% 61.4% 77.5% 68.7% 100.0%
Yes 61.3% 44.6% 55.5% -
A C C/D G I
38.2% 55.4% 38.6% 43.7% 100.0%
No 26.7% 21.7% 31.3% -
B D/E E F H
Don’t Know/Refused 0.5% - - - 0.7% - 0.9% - -
61
Winter 2010
Industry Employed In (New in 2010)
Overall, 47% of employed residents work in services followed by 12% in government/military, 8% in

transportation, communication, public utilities, and 7% in retail trade.
Table 40: (q26) Industry Employed In
# of Residents % of Total
Base: Employed residents 250 100.0%

Services (consulting, legal,
117 46.8%
health, entertainment)
Government or military 29 11.6%
Transportation, communication,
19 7.6%
public utilities
Retail trade 18 7.2%
Manufacturing 15 6.0%
Wholesale trade 4 1.6%
Finance, insurance, real estate 3 1.2%
Construction 2 0.8%
Agriculture or mining 2 0.8%
Other 9 3.6%
Specific Manufacturing Industry (New in 2010)
The 15 residents employed in manufacturing were asked to indicate a specific industry within
manufacturing in which they work. Close to one-half or 47% indicated aerospace followed by 27% who
indicated computers or electronics.
Table 41: (q27a) Specific Manufacturing Industry
Base: Employed in manufacturing 15 100.0%
Aerospace 7 46.7%
Computer or Electronics 4 26.7%
Biomedical 1 6.7%
Other 3 20.0%
62
Winter 2010
Specific Services Industry (New in 2010)
The 117 residents employed in services were asked to indicate a specific industry within the services
area in which they work. More than one-third or 37% work in healthcare followed by 17% each in
education and entertainment/amusement, 13% in legal or membership, and 12% in business or computer
services.
Table 42: (q27b) Specific Services Industry
Base: Employed in services 117 100.0%
Health 43 36.8%
Education 20 17.1%
Entertainment or Amusement 20 17.1%
Legal, Membership, or Other 15 12.8%
Business or Computer 14 12.0%
Consumer 5 4.3%
Employed Outside Santa Clarita
Overall, 52% of residents employed work in a location outside Santa Clarita.
 Saugus residents (59%) tend to be employed outside Santa Clarita compared to 46% of Newhall
residents.
Table 43a: (q28) Residents Employed Outside Santa Clarita


Canyon <3 3-9 10+
A B D E F
C G H I
Base: Employed 252 296 91 35* 63 63 18* 72 162
Yes, outside Santa Clarita 52.4% 51.7% 52.7% 45.7% 58.7% 49.2% 66.7% 58.3% 48.1%
No, within Santa Clarita 46.8% 47.6% 46.2% 54.3% 41.3% 49.2% 33.3% 41.7% 50.6%
Don’t Know/Refused 0.8% 0.7% 1.1% - - 1.6% - - 1.2%

63
Winter 2010
 Residents at higher income levels were more likely to work outside Santa Clarita compared to
those with lower income levels.
Table 43b: (q28) Residents Employed Outside Santa Clarita


$60-
100K
A B C E F G H I
D
Base: Employed 252 296 45* 62 108 123 129 252 -
48.4% 63.9%
Yes, outside Santa Clarita 52.4% 51.7% 26.7% 56.9% 48.1% 52.8% -
C C/D
73.3% 51.6%
No, within Santa Clarita 46.8% 47.6% 35.2% 43.1% 50.4% 47.2% -
D/E E
Don’t Know/Refused 0.8% 0.7% - - 0.9% - 1.6% 0.8% -
It is clear there continues to be an out-migration of residents to other cities for employment. However, the
current out-migration remains comparable to that in 2006 and 2003 and remains below the peak of out-
migration for employment of 58% in 2001.
Table 44: Residents Employed Outside Santa Clarita –

Comparison to Prior Studies
Outside Santa Inside Santa

Year
Clarita Clarita
2010 52% 47%
2006 52% 48%
2003 52% 48%
2001 58% 42%
1999 47% 53%
1998 34% 66%
1997 45% 55%
1996 30% 70%
1995 41% 60%
64
Winter 2010
Interest in Working Locally with 10% Pay Cut
Of the 134 residents who indicated they are employed outside Santa Clarita, 35% would change jobs if
there was a similar one located in Santa Clarita even if it meant a 10% pay cut.
 Saugus residents (46%) were the most likely to change jobs compared to 29% of Canyon
Country, 31% of Newhall, and 34% of Valencia residents.
Table 45a: (q29) Interest in Working Locally with 10% Pay Cut

Canyon <3 3-9 10+
A B D E F
C G H I
Base: Employed outside SC 134 155 49* 16* 37* 32* 12* 42* 80
Yes, change jobs 35.1% 41.9% 28.6% 31.3% 45.9% 34.4% 33.3% 45.2% 30.0%
No, would not change jobs 59.7% 52.9% 61.2% 68.8% 51.4% 62.5% 66.7% 50.0% 63.8%
10.2% 6.3%
Don’t Know/Refused 5.2% 5.2% - 2.7% 3.1% - 4.8%
D G
 Residents at higher income levels are more likely to change jobs even if it meant a pay cut to
work locally.
Table 45b: (q29) Interest in Working Locally with 10% Pay Cut

$60-
100K
A B C E F G H I
D
Base: Employed outside SC 134 155 12* 30* 70 70 64 133 -
Yes, change jobs 35.1% 41.9% 16.7% 33.3% 37.1% 40.0% 29.7% 35.3% -
No, would not change jobs 59.7% 52.9% 75.0% 63.3% 58.6% 58.6% 60.9% 60.2% -
9.4%
Don’t Know/Refused 5.2% 5.2% 8.3% 3.3% 4.3% 1.4% 4.5% -
F
65
Winter 2010
Compared to previous studies, the percentage of residents who would consider changing jobs was lower
than the percentage seen in previous years, and in fact, was comparable to the 37% who would change
jobs in 1998.
Table 46: (q29) Interest in Working Locally with 10% Pay Cut –
Comparison to Previous Studies
Don't
Yes, Change No, Will Not
Year Know /
Jobs Change Jobs
Refused
2010 35% 60% 5%
2006 42% 53% 5%
2003 44% 45% 11%
2001 50% 45% 5%
1999 40% 60% 0%
1998 37% 63% 0%
1997 45% 55% 0%
1996 39% 62% 0%
1995 42% 59% 0%
66
Winter 2010
Commuting Distance
Of the 134 residents who indicated they are employed outside Santa Clarita, 53% commute up to 30
miles, 27% travel 31 to 40 miles, and 18% travel at least 41 miles.
 More residents from Newhall tend to commute up to 20 miles for work compared to residents
from other neighborhoods.
 Residents who have lived in Santa Clarita less than 3 years commute 31 to 40 miles while
respondents who have lived here at least 10 years tend to commute less than 20 miles to work
and newcomers tend to commute 21 to 30 miles.
Table 47a: (q30) Mileage Traveled to Work Outside Santa Clarita


Canyon <3 3-9 10+
A B D E F
C G H I
Base: Employed outside SC 134 155 49* 16* 37* 32* 12* 42* 80
19.0% 32.5%
0 – 20 miles 25.4% 27.7% 26.5% 31.3% 18.9% 28.1% -
G G
21 – 30 miles 27.6% 27.7% 32.7% 25.0% 24.3% 25.0% 50.0% 19.0% 28.8%
45.2%
31 – 40 miles 26.9% 25.2% 24.5% 25.0% 35.1% 21.9% 16.7%
G/I
18.8%
41+ miles 17.9% 18.1% 14.3% 18.8% 21.6% 18.8% 33.3% 14.3% 17.5%
Don’t Know / Refused 2.2% 1.3% 2.0% - - 6.3% - 2.4% 2.5%

67
Winter 2010
 Residents at higher income levels are more likely to commute 31 to 41 miles for work.
Table 47b: (q30) Mileage Traveled to Work Outside Santa Clarita


$60-
100K
A B C E F G H I
D
Base: Employed outside SC 134 155 12* 30* 70 70 64 133 -
0 – 20 miles 25.4% 27.7% 50.0% 30.0% 22.9% 24.3% 26.6% 25.6% -
21 – 30 miles 27.6% 27.7% 33.3% 26.7% 28.6% 25.7% 29.7% 27.8% -

26.7% 27.1%
31 – 40 miles 26.9% 25.2% - 28.6% 25.0% 27.1% -
C C
41+ miles 17.9% 18.1% 8.3% 16.7% 20.0% 20.0% 15.6% 18.0% -
Don’t Know / Refused 2.2% 1.3% 8.3% - 1.4% 1.4% 3.1% 1.5% -
Residents continue to travel farther distances for employment. Currently, more residents travel 31 to 40
miles compared to those in the previous 5 studies. In 2003, 59% of residents traveled up to 20 miles to
work. In contrast, only 25% of residents in the 2010 study travel up to 20 miles for employment.
Table 48: Mileage Traveled to Work Outside Santa Clarita –

Comparison to Previous Studies
0 - 20 21 - 30 31 - 40 41+
Year
Miles Miles Miles Miles
2010 25% 28% 27% 18%
2006 28% 28% 25% 18%
2003 59% 19% 12% 8%
2001 63% 14% 14% 9%
1999 33% 29% 26% 12%
1998 28% 37% 22% 13%
1997 23% 38% 28% 11%
1996 33% 31% 20% 16%
1995 20% 36% 27% 18%
68
Winter 2010
Demographics
Type of Residence
Three-fourths or 77% of the survey respondents reside in single-family homes while 13% reside in
condominiums/townhomes, 7% in apartments, and 3% in mobile homes/trailers and is comparable to
previous studies.
 Almost all or 91% of Saugus residents live in single-family homes compared to 62% of Newhall,
71% of Canyon Country, and 79% of Valencia residents.
 Compared to Saugus, there are more apartment dwellers in Canyon Country, Newhall, and
Valencia.
Table 49a: (q31) Residents Reside in …


Canyon <3 3-9 10+
A B D E F
C G H I
90.9% 79.2%
Single-family home 76.7% 75.7% 71.4% 61.9% 65.6% 71.3% 80.0%
C/D/F C
14.3% 17.5% 14.2%
Condominium / townhouse 12.5% 12.6% 5.1% 12.5% 12.9% 12.4%
E E E
12.7% 18.8% 12.9%
Apartment 7.4% 8.7% 8.6% 3.0% 6.6% 4.0%
E I I
4.3% 6.3% 3.6%
Mobile home / trailer 2.5% 2.7% - - - -
E/F E/F G/H
Other 0.5% 0.2% 1.4% - - - - 2.0% -
Refused 0.5% - - 1.6% 1.0% - 3.1% 1.0% -

69
Winter 2010
 Residents at higher income levels are more likely to live in single-family homes as well as
residents with children.
Table 49b: (q31) Residents Reside in …


$60-
100K
A B C E F G H I
D
79.2% 91.3% 83.8%
Single-family home 76.7% 75.7% 51.5% 71.2% 79.2% 72.4%
C C/D G
19.8% 15.8% 16.2%
Condominium / townhouse 12.5% 12.6% 7.2% 7.8% 12.8% 12.2%
E E F
19.8%
Apartment 7.4% 8.7% 5.0% 0.7% 6.1% 8.3% 6.4% 9.0%
D/E
6.9%
Mobile home / trailer 2.5% 2.7% - 0.7% 1.1% 3.5% 1.2% 4.5%
D/E
Other 0.5% 0.2% 2.0% - - - 0.9 - 1.3%
Refused 0.5% - - - - 1.1% - 0.4% 0.6%

Tenure in Santa Clarita
More than two-thirds or 67% have lived in Santa Clarita at least 10 years while 8% have lived here less
than 3 years.
 Compared to the 2006, substantially more residents have lived in Santa Clarita at least 10 years
in the current study.
70
Winter 2010
Table 50a: (q32) Tenure/Length of Residence in Santa Clarita
By Residence Area and Income
Total Residence Area Income

Canyon $60-
2010 2006 Newhall Saugus Valencia <$60K $100K+
Country 100K
A B D E F G I
C H
Base: All
408 404 140 63 99 106 101 101 138
respondents
Less than 1 year 3.2% 4.5% 2.9% 6.3% 2.0% 2.8% 4.0% 4.0% 1.4%
1 year to less 10.0% 7.2%
than 3 years
4.7%
A
4.3% 4.8% 7.1% 2.8% 1.0% 4.0%
G
3 to less than 5
years
7.1% 9.2% 7.1% 4.8% 8.1% 7.5% 10.9% 7.9% 6.5%
5 to less than 10 23.2%
years
17.6% 17.1% 16.4% 17.5% 18.2% 18.9% 12.9% 16.8%
G
67.4%
10 or more years
B
50.2% 69.3% 66.7% 64.6% 67.9% 71.3% 67.3% 61.6%
Refused - 8.9% - - - - - - -
 Residents without children were more likely to have longer tenure in Santa Clarita with 74%
residing locally for at least 10 years compared to only 59% of those with children.
Table 50b: (q32) Tenure/Length of Residence in Santa Clarita

By Presence of Children and Employment
Total Children Employed
2010 2006 With Without Yes No

A B C D E F
Base: All respondents 408 404 179 229 250 156
Less than 1 year 3.2% 4.5% 3.4% 3.1% 2.8% 3.8%

10.0%
1 year to less than 3 years 4.7% 5.0% 4.4% 4.4% 5.1%
A
3 to less than 5 years 7.1% 9.2% 7.8% 6.6% 8.0% 5.8%
25.1% 20.8%
5 to less than 10 years 17.6% 17.1% 11.8% 12.8%
D F
67.4% 74.2%
10 or more years 50.2% 58.7% 64.0% 72.4%
B C
Refused - 8.9% - - - -
71
Winter 2010
Average Number of People in Household
In total, there is an average of 3.0 persons per household of which an average of 2.2 persons are at least
18 years of age.
 Saugus residents tend to have slightly large households with an average of 3.2 persons of which
there is an average of 2.3 persons at least 18 years of age.
Table 51a: (q33a/33b) Average Number of People in Household


Canyon <3 3-9 10+
A B D E F
C G H I
Total Average Number 3.0 3.2 2.9 3.1 3.2 2.8 2.9 3.3 3.0
Average number under the 1.0 1.2
age of 18
0.8
A
0.8 0.7 0.9 0.7 0.9
I
0.7
Average number 18 and older 2.2 2.2 2.1 2.4 2.3 2.1 2.0 2.1 2.3
 Residents at higher income levels were more likely to have more people living in their
households.
Table 51b: (q33a/33b) Average Number of People in Household


$60-
100K
A B C E F G H I
D
3.3 3.3
Total Average Number 3.0 3.2 2.3 4.3 2.1 3.2 2.8
C C
Average number under the age 1.0 1.0 1.0 0.9
0.8 0.5 1.9 - 0.7
of 18 A C C I
2.3 2.3 2.4 2.3
Average number 18 and older 2.2 2.2 1.8 2.1 2.1
C C G I
72
Winter 2010
Residents’ Age
More than one-half or 52% of the survey respondents were between the ages of 35 and 54 years of age.
 A larger percentage of younger residents between the ages of 18 and 34 participated in the 2006
survey compared to the most recent survey.
o Conversely, more residents between the ages of 55 and 64 and also at least 70 years of
age participated in the current study compared to the 2006 study, suggesting the City’s
population has been aging from 2006.
 More Newhall (11%) and Valencia (10%) residents were between 65 and 69 years of age
compared to 6% from Saugus and 3% of Canyon Country.
Table 52: (q34) Average Age by Place of Residence
Total Residence Area

Canyon
Country
A B D E F
C
5.4% 3.6%
18 - 24 2.2% 3.2% 2.0% -
A F
14.6%
25 - 34 5.6% 5.0% 3.2% 7.1% 6.6%
A
35 - 44 23.8% 28.0% 23.6% 17.5% 26.3% 25.5%
37.1%
45 - 54 27.9% 27.0% 25.4% 24.2% 20.8%
E/F
21.1%
55 - 64 12.1% 16.4% 20.6% 25.3% 23.6%
B
10.4%
65 - 69 6.9% 5.0% 2.9% 11.1% 6.1%
C
11.8%
70+ 7.2% 10.7% 17.5% 8.1% 13.2%
B
Refused 0.7% 0.7% 0.7% 1.6% 1.0% -
73
Winter 2010
Residents’ Income
Respondents’ average household income was $95,100 and 34% have income in excess of $100,000.
 Residents of both Saugus and Valencia have a higher average income than residents of Canyon
Country and Newhall.
 Saugus’ average income level of $111,000 was the highest among all neighborhoods and 44% of
Saugus residents have income above $100,000 compared to 27% of residents from Newhall,
29% from Canyon Country, and 35% from Valencia.
Table 53: (q35) Income by Place of Residence
Total Residence Area

Canyon
Country
A B D E F
C
Net: Under $60,000 24.8% 26.5% 27.2% 42.9% 12.1% 22.7%
9.5%
Under $20,000 4.2% 4.5% 4.3% 1.0% 3.8%
E
12.9% 17.5%
$20,000 - 39,999 10.3% 8.9% 4.0% 8.5%
E E
$40,000 - 59,999 10.3% 13.1% 10.0% 15.9% 7.1% 10.4%
Net: $60,000 - $99,999 24.8% 24.7% 26.4% 14.2% 27.3% 26.5%
$60,000 - 79,999 13.0% 12.6% 14.3% 7.9% 15.2% 12.3%
$80,000 - 99,999 11.8% 12.1% 12.1% 6.3% 12.1% 14.2%

44.4%
$100,000+ 33.8% 36.9% 28.6% 27.0% 34.9%
C/D
Refused 16.7% 11.9% 17.9% 15.9% 16.2% 16.0%
$111,000 $97,600
Average Income $95,100 $ 96,400 $89,200 $78,900
C/D D
Compared to previous studies, the current public opinion poll had slightly fewer residents with higher
income levels. However, the percentage with at least $100,000 in income is close to the 37% in 2006 and
exceeds the percentages in years prior to 2006.
74
Winter 2010
Table 54: Income Comparison to Previous Studies
2010 2006 2003 2001 1999 1998 1997 1996 1995

Net: Under $60,000 25% 27% 29% 27% 33% 36% 33% 46% 42%
Under $20,000 4% 5% 7% 7% 6% 4% 3% 12% 7%
$20,000 - 39,999 10% 9% 8% 9% 11% 12% 14% 14% 12%
$40,000 - 59,999 10% 13% 14% 11% 16% 20% 16% 20% 23%
Net: $60,000 - 99,999 25% 25% 22% 29% 35% 33% 35% 28% 32%
$60,000 - 79,999 13% 13% 13% 18% 20% 19% 22% 16% 18%
$80,000 - 99,999 12% 12% 9% 11% 15% 14% 13% 12% 14%
$100,000+ 34% 37% 27% 22% 21% 17% 19% 11% 13%
Refused 17% 12% 25% 20% 11% 15% 13% 15% 14%
Residents’ Gender
As in previous studies, a somewhat larger percentage of women compared to men participated in the
study. Research quotas were not established as part of this methodology and it appears that in previous
years that might have been the case only once in 1997.
Table 55: (q39) Gender
2010 2006 2003 2001 1999 1998 1997 1996 1995

Male 37% 38% 42% 37% 40% 40% 50% 39% 42%
Female 63% 62% 58% 63% 60% 60% 50% 61% 58%
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Additional Information
Survey participants were asked if there was any additional information they would like to share with City
Hall. Slightly more than one-fourth or 27% indicated there was something additional. (Note: detailed
comments can be found in Appendix F on page 110.)
 Of those who had additional comments, the most frequently mentioned was fix traffic flow/finish
roads started by 16% followed by development related comments by 15%.
 Another 7% each indicated school related issues and complemented the City on various
programs/services while 6% each wanted more focus on Canyon County/less focus on Valencia
and indicated sheriff related comments.
 Still 4% each mentioned crime related comments and comments regarding the need for
entertainment for teens and young adults.
Table 56: (q32) Additional Information to Share with City Hall
Total
Base: Have additional information to share 109
Fix traffic flow / Finish roads started 15.6%
Development related 14.7%
School related 7.3%
Kudos / Good job 7.3%
More focus on Canyon Country / Less focus on Valencia 5.5%
Sheriff related 5.5%
Crime related 3.7%
Entertainment for teens and young adults 3.7%
Nothing 0.9%
Other (less than 4 residents per response) 32.1%
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Appendix A
Telephone Survey Questionnaire
INTRODUCTION: Hello, my name is _____________ and I’m calling from On-Line Communications,
a marketing research company. We are not a telemarketing company and we’ve been asked to call
residents of the Santa Clarita Valley by the City of Santa Clarita to get their opinions about living in the
area. This call will take approximately 15 minutes. May I start asking you some questions?
SCREENER
A. (ASK Q.A IF IT’S A BUSINESS. OTHERWISE, SKIP TO Q.1) Is your business operated out of
your home?
1 Yes continue
2 No terminate
1. Are you the head of the household?
1 Yes skip to Q.4

2 No continue with Q.2
2. Are you over the age of 21 AND do you make or help make many of your household’s buying
decisions?
1 Yes skip to Q.4

2 No continue with Q.3
3. May I speak with the individual in your household who make many of the buying decisions?
1 Yes begin with introduction once individual gets on phone

2 No thank caller for their time and end call
GENERAL / INTRODUCTORY
4. In what area of the Santa Clarita Valley do you live? (DO NOT READ LIST)
1 Canyon Country
2 Newhall
3 Saugus
4 Valencia ASK Q4A.
5 Santa Clarita ASK Q4B.
6 Castaic [TERMINATE]
7 Stevenson Ranch [TERMINATE]
8 Westridge [TERMINATE]
9 Tesoro del Valle [TERMINATE]
10 Sunset Pointe [TERMINATE]
11 Southern Oaks [TERMINATE]
12 Other (Specify)______________________________ [TERMINATE]
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4A. You indicated you live in Valencia. Can you clarify which area? (CONTINUE WITH Q5
AFTERWARD)
1 Valencia
2 Westridge [TERMINATE]
3 Tesoro del Valle [TERMINATE]
4B. You indicated you live in Santa Clarita. Can you clarify which specific neighborhood in Santa
Clarita? Is it … [IF ABOVE QUOTA FOR EACH NEIGHBORHOOD, THEN TERMINATE]
1 Canyon Country
2 Newhall
3 Saugus
4 Valencia
5. In what zip code do you live? (DO NOT READ LIST)
1 91321
2 91350
3 91351
4 91354
5 91355
6 91381
7 91387
8 91390
9 Other (Specify) ___________________________________
SHOPPING
6. Do you shop outside the Santa Clarita Valley?

1 Yes
2 No skip to Q.7
6a. Why do you shop outside the Santa Clarita Valley?

_____________________________________________________________________________________
7. Which of the following shopping centers have you or someone in your household shopped or visited in
the past six months? (READ LIST AND ACCEPT ALL ANSWERS)
1 Valencia Town Center / Town Center Drive

2 Northridge Fashion Center
3 Glendale Galleria
4 Americana on Brand
5 Topanga Plaza
6 Media City Burbank
7 Fashion Square at Sherman Oaks
8 Antelope Valley Mall (Palmdale)
9 Sherman Oaks Galleria
10 None of the above in past 6 months
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8. What additional stores or restaurants would you like to see open in Santa Clarita? (DO NOT READ)
1 Apple Store 13 Jerry’s Deli / Jewish Deli

2 Bloomingdale’s 14 Kid’s Footlocker
3 Brazilian Churrascaria 15 Maggiano’s
4 Boutique Movie Theater 16 Morton’s / Other Steakhouse
6 Cheesecake Factory 17 Night club
7 Crate & Barrel 18 Nordstrom’s
8 Daily Grill 19 Rainforest Cafe
9 Dave & Busters 20 Saks
10 DSW Shoe Warehouse 21 Swatch
11 Fry’s 22 Other (Specify)______________
12 Boutique/chef operated
restaurant
AUTOMOBILE PURCHASES
9. Did you or someone in your household purchase a new vehicle through the government’s Cash for
Clunkers Program in the past year?
1 Yes
2 No
10. Was your most recent automobile purchased or leased in the Santa Clarita Valley? (DO NOT READ
ANSWERS)
1 Yes skip to Q.12

2 No
3 Don’t Know / Refused skip to Q.12
11. What prompted you to look outside the Santa Clarita Valley to make your purchase? (DO NOT
READ LIST AND ACCEPT ALL ANSWERS)
1 Comparison shopping/presented a better price

2 Did not live here
3 Poor vehicle sales experience
4 Bought Private / Knew Dealer
5 Brand Not Available
6 Poor vehicle service experience
7 Used an independent auto broker to purchase vehicle
8 Found car on-line
9 Other (Specify) _________________________________________________
10 Don’t Know / Refused
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12. Would you consider buying or leasing your next automobile from a dealership located in Santa
Clarita and why (record in 12a)? (DO NOT READ ANSWERS)
1 Yes
2 No
3 Maybe
4 Don’t Know
12a. Why?
_____________________________________________________________________________________
COMMUNICATION / INFORMATION
13. How do you typically get your local news and information? (DO NOT READ LIST AND ACCEPT
ALL ANSWERS.)
1 The Signal
2 Daily News
3 Magazine of Santa Clarita
4 KHTS-AM 1220
5 Santa Clarita Living Magazine
6 Inside SCV Magazine
7 Channel 20 – SCV TV
8 Internet
9 Blogs
10 Los Angeles Times
11 Santa Clarita Valley Business Journal
12 Santa Clarita City Web Site
13 Word of Mouth / Friends / Neighbors / Relatives / Co-workers
14 Other (Specify) __________________
ISSUES
14. How satisfied are you with the availability of jobs in the Santa Clarita Valley?
1 Extremely satisfied skip to Q.16

2 Satisfied skip to Q.16
3 Neither satisfied nor dissatisfied skip to Q.16
4 Dissatisfied
5 Extremely dissatisfied
15. Why do you feel “Dissatisfied” or “Extremely dissatisfied” with the availability of jobs
locally?
______________________________________________________________________________
______________________________________________________________________________
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16. Now, I'd like to talk to you about different issues regarding the city of Santa Clarita. Use a
5-point scale where a 5 means the issue is extremely important to you and a 1 means the issue is
not at all important to you. Of course, you may use any number in between. (ROTATE
ORDER)
The first issue is (INSERT FEATURE)
How important is that issue to you?

Not Important Very Important
a. Quality & Number of Schools 1 2 3 4 5 DK

b. Crime Prevention and Response 1 2 3 4 5 DK
c. Traffic Congestion 1 2 3 4 5 DK
d. Water Quality/Supply 1 2 3 4 5 DK
e. Drug Use by Young People 1 2 3 4 5 DK
f. Construction to Improve or Add Roads 1 2 3 4 5 DK
g. Preservation of More Open Spaces 1 2 3 4 5 DK
h. Recycling Programs 1 2 3 4 5 DK
i. Public Parks Programs 1 2 3 4 5 DK
j. Residential growth in Santa Clarita Valley 1 2 3 4 5 DK
k. Retail/commercial growth in SCV 1 2 3 4 5 DK
l. Recreational/Leisure Opportunities 1 2 3 4 5 DK
m. New Retail Stores/Restaurants 1 2 3 4 5 DK
n. Quick Graffiti Removal 1 2 3 4 5 DK
o. Public Transportation 1 2 3 4 5 DK
p. Air Quality 1 2 3 4 5 DK
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17. Now over the past several years Santa Clarita has been striving to meet the community’s needs and
address their concerns. Using a 5-point scale where “5” is “Extremely Satisfied” and “1” is “Extremely
Dissatisfied”, how satisfied are you with the way in which Santa Clarita has addressed the following big
picture issues affecting you locally. (ROTATE ORDER)
Extremely Dissatisfied Extremely Satisfied
a. Traffic on major local roadways 1 2 3 4 5 DK

b. Local air quality 1 2 3 4 5 DK
c. Variety of cultural arts programs/events 1 2 3 4 5 DK
d. Residential Growth 1 2 3 4 5 DK
e. Retail/Commercial Growth 1 2 3 4 5 DK
f. Adding more open space 1 2 3 4 5 DK
g. Availability of youth/teen activities 1 2 3 4 5 DK
h. Supply of city parks 1 2 3 4 5 DK
i. Newhall redevelopment (Newhall part of town) 1 2 3 4 5 DK
j. Availability of family entertainment 1 2 3 4 5 DK
k. Availability of night time entertainment 1 2 3 4 5 DK
l. Variety of dining 1 2 3 4 5 DK
m. Variety of shopping 1 2 3 4 5 DK
n. Crime and public safety 1 2 3 4 5 DK
o. Graffiti removal 1 2 3 4 5 DK
18. As a result of the recent economic conditions, have you changed any of your buying habits such as …
Yes No
a. Moved into smaller home or apartment 1 2
b. Less shopping at stores 1 2
c. More Internet shopping 1 2
d. Eating out less 1 2
e. Go out less for entertainment 1 2
f. Stay closer to home/no vacation 1 2
g. Save more money 1 2
CITY SERVICES
19. In the past 1 – 2 years, have you had any interaction with the City of Santa Clarita?
1 Yes
2 No skip to Q.22
3 Don’t remember skip to Q.22
20. How satisfied were you with your experience contacting the City?
1 Extremely satisfied skip to Q.22

2 Satisfied skip to Q.22
3 Neither satisfied nor dissatisfied skip to Q.22
4 Dissatisfied
5 Extremely dissatisfied
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21. Why were you “Dissatisfied” or “Extremely dissatisfied” with your experience contacting a City
department? [DO NOT READ LIST]
1 Couldn’t find the right department 6 No action was taken by City

2 Phone not answered promptly 7 Did not receive response from City
3 Call not returned promptly 8 Took too long for issue to be resolved
4 Had to talk to too many departments/people 9 Issue/question still not resolved
5 Person was not knowledgeable 10 Other ______________________
22. Using a 5-point scale where a 5 means “Extremely Satisfied” and a 1 means “Extremely
Dissatisfied”, please tell me how satisfied you are with each of the following areas or services in the City
of Santa Clarita. (READ LIST AND ACCEPT ALL ANSWERS. ROTATE ORDER)
Extremely Dissatisfied Extremely Satisfied

1 Zoning & Redevelopment 1 2 3 4 5 DK
2 Parks & Recreation, Community Services/
Education, Arts & Events 1 2 3 4 5 DK
3 Permits & Inspections 1 2 3 4 5 DK
4 Street Maintenance 1 2 3 4 5 DK
5 Accounting & Budgeting 1 2 3 4 5 DK
6 Transportation: Busses, Trolley,
Dial-A-Ride 1 2 3 4 5 DK
7 Fire department 1 2 3 4 5 DK
8 Sheriff / Police department 1 2 3 4 5 DK
9 Code Enforcement 1 2 3 4 5 DK
10 Getting information about City programs
and services 1 2 3 4 5 DK
11 Major City Projects, i.e. Bridges, roads 1 2 3 4 5 DK
12 City Beautification 1 2 3 4 5 DK
13 Enterprise Zone for businesses 1 2 3 4 5 DK
14 Other (specify) __________ 1 2 3 4 5 DK
GREEN / ENVIRONMENTAL ISSUES
23. Do you think it’s important for the City to provide information on energy and water conservation to
the community?
1 Yes
2 No
3 Not sure
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24. On a 5-point scale where “5” is “Extremely Important” and “1” is “Extremely Unimportant”, how
important is it for the City to provide the following options to residents in order to make our community
more environmentally sustainable? [ROTATE ORDER]
Extremely Unimportant Extremely Important

1 Cluster Housing Developments 1 2 3 4 5 DK
2 Mixed Use Development with Higher Density
(Housing, Retail & Commercial) 1 2 3 4 5 DK
3 Bikeways/Bike Trails 1 2 3 4 5 DK
4 Housing near Metrolinks/
Transit Centers 1 2 3 4 5 DK
5 Walk able communities (commercial
Within walking distance) 1 2 3 4 5 DK
6 Recycling programs 1 2 3 4 5 DK
7 Green building policies 1 2 3 4 5 DK
EMPLOYMENT
25. Are you currently employed?
1 Yes
2 No skip to Q.31
26. In what industry are you employed?
1 Finance, Insurance, or Real Estate skip to Q.28

2 Construction skip to Q.28
3 Wholesale Trade skip to Q.28
4 Manufacturing go to Q.27a
5 Transportation, Communication, or Public Utilities skip to Q.28
6 Government or Military skip to Q.28
7 Services (consulting, legal, health, entertainment) go to Q.27b
8 Retail Trade skip to Q.28
9 Agriculture or Mining skip to Q.28
10 Other __________________________________ skip to Q.28
27a. In what Manufacturing industry are you employed? (THEN CONTINUE WITH Q.28)
1 Computer or Electronics
2 Biomedical
3 Aerospace
4 Other
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27b. In what Services industry are you employed?
1 Education
2 Consumer
3 Business or Computer
4 Health
5 Entertainment or Amusement
6 Legal, Membership or Other
28. Are you employed at a location outside of Santa Clarita?
1 Yes
2 No skip to Q.31
29. If you could get a job in Santa Clarita similar to the job you now hold, would you change jobs even if
it meant a 10% pay cut?
1 Yes
2 No
3 Don’t Know/Refused
30. How far do you travel to your current job? (READ LIST)
1 0 to 20 miles
2 21 to 30 miles
3 31 to 40 miles
4 41+ miles
5 Don’t know / Refused
DEMOGRAPHICS
Now we just have a few questions left.
31. Do you live in a ….? (READ LIST)
1 Single family dwelling / house

2 Condominium / townhouse
3 Apartment
4 Mobile home / trailer
5 Other (Specify) _____________________________________________
6 Refused (DO NOT READ)
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32. How long have you lived in the Santa Clarita?
1 Less than 1 year

2 1 year to less than 3 years
3 3 to less than 5 years
4 5 to less than 10 years
5 10 years or more
33a. How many people under the age of 18 are living in your household?
33b. And how many people including yourself are living in your household and age 18 and over?
34. In which of the following age categories do you belong? (READ LIST)
1 18 to 24
2 25 to 34
3 35 to 44
4 45 to 54
5 55 to 64
6 65 to 69
7 70 +
35. In which of the following categories is your total annual household income? (READ LIST)
1 Under $20,000
2 $20,000 to $39,999
3 $40,000 to $59,999
4 $60,000 to $79,999
5 $80,000 to $99,999
6 $100,000 +
ADDITIONAL INFORMATION
36. Is there anything we haven’t covered that you would like to share with those at City Hall?
1 Yes
2 No skip to Q.38
37. What would that be?

_____________________________________________________________________________________
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38. May I please have your first name? ____________________________________
39. RECORD GENDER. IF UNSURE, ASK: 1 Male

2 Female
CLOSING
On behalf of the City of Santa Clarita, I want to thank you for your time and feedback. More information
about City programs and events held in the Santa Clarita Valley can be found at www.santa-clarita.com or
you may contact the City at 259-2489.
Thank you again for your time.
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Appendix B
Reasons Residents Shop Outside Santa Clarita Valley
(Note: Answers were probed further for specific stores/restaurants but in almost all cases,
additional information was not given by respondents.)
Canyon Country
1. I work outside of the Santa Clarita Valley. – 3 responses

2. Because it’s convenient. / Sometimes it’s more convenient. – 3 responses
3. There is no particular reason – 3 responses
4. There are stores elsewhere that we don’t have here. – 2 responses
5. There more choices/There are more options – 2 responses
6. Because I can’t always get what I want inside the valley. I work outside the Santa Clarita valley.
7. Because I shop where I work.
8. Because I work in Glendale and on the way home I shop.
9. Because I work in LA.
10. Because I work in the San Fernando Valley. Sometimes I do price comparisons.
11. Because I work out of the area.
12. Because I work outside the Santa Clarita Valley. Some stores are not in the Santa Clarita Valley.
13. I work outside the Santa Clarita Valley and it’s more convenient.
14. Just on the way back and forth from work.
15. Better selection. I go to some of the malls down in the San Fernando Valley because prices are
better and there are more stores.
16. I can’t find what I need in this valley.
17. Because of variety of stores that are not here.
18. Because there are stores that are not available in Santa Clarita.
19. Because they have better stores.
20. Because they have others things like outlets, Neiman Marcus, Robinson-May, and Joann’s
Fabrics.
21. Because they moved Tuesday Mornings.
22. Because we don't have the store that I need or if the store in SC Valley doesn't have what I want
then I'll go out of the Valley.
23. Stores we have always gone to are not here.
24. For clothing. Malls in the other areas have reputation for having a lot more things to do. Valencia
mall hasn't been very pleasant and does not have a large selection in my eyes.
25. Depends where I am. I know many stores in Glendale.
26. Depends where I'm at. There’s no Asian supermarket here so I go somewhere else.
27. For specialties that I can't find here.
28. I go to Farmer's Market a lot. I've lived in Hollywood for years.
29. I shop outside the SC Valley because I find there are a lot of box stores here. I shop here for
furniture. If I want something more unique, I don't shop here I shop other places. Mainly what I
said there are a lot of box stores and not a lot of mom and pop stores.
30. Just for variety. A change and to see what else is out there.
31. Primarily for better retail locations. The selection of retailers and bigger ones with more options.
32. Selection of stores
33. Stores aren't around here.
34. Stores I like to go to are elsewhere.
35. Where I live they don't have everything. There are particular stores that I shop at.
36. Work outside the valley. Only for a certain store that we need.
37. For what I can't have here, or for cheaper there.
38. If they don't have what I want or the price I want.
39. If stores don't have product I need.
40. I only shop outside when I can't find what I need here.
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41. It depends on what it’s for. Clothing I don’t shop for it there.
42. Only if it is something I can’t get here. If I can’t get it in Santa Clarita Valley, I’ll go somewhere
else. Only if I’m going to San Fernando Valley to visit someone and can get it on the way I will do
so.
43. Some things aren't here that I need.
44. The stuff we need. We don’t have some of the stuff we need.
45. It depends. I shop a lot here and sometimes outside of Santa Clarita. Sometimes if it is a big
ticket item I will shop around for a better price.
46. Sometime I find things cheaper.
47. I just shop on line- so I really don't shop in the Santa Clarita Valley except for groceries.
48. I shop online.
49. If I shop on line and if I happen to be at work.
50. I happen to be traveling.
51. If I'm not in the Santa Clarita Valley when I need something then I have to shop outside the Santa
Clarita.
52. I just happen to be elsewhere.
53. Because that's where I am sometimes when I need or want to buy something. It depends on the
time and convenience and prices.
54. Convenient for work. Santa Clarita is too expensive.
55. If I'm in another area I will shop in the mall there, but for the most part I shop here.
56. If I’m outside the area.
57. Why not? If I am there, I need something, I get it.
Newhall
1. Availability of selection. Convenience.

2. Because the Santa Clarita Valley only has limited places to shop, and to get broader places to
shop you have to leave the valley.
3. There are stores that are not here that I like to go to.
4. I like the stores sometimes better in LA. That's basically it.
5. Just to see different stores.
6. Sometimes there are stores that they don’t have here.
7. There are other and better stores.
8. We don't have a Nordstrom's or because we don't work here in the city.
9. Different merchandise. I still like to shop there in Burbank and Sun Valley. Every city has
something different.
10. For things we don’t have here. Technical things.
11. I can't find the meat here and I eat Kosher meat so I have to go to the Valley to get it.
12. I don't know if there's any special reason. Sometimes the Santa Clarita Valley just doesn't have
what I want.
13. It's usually because our stores out here seem not to have as much merchandise and selection
that other stores have. And when they do have things, they're usually out of the sales items.
14. Sometime Santa Clarita doesn’t have the merchandise that I need.
15. Sometimes- it depends on the product I'm looking for-if the product is not available in the Santa
Clarita Valley.
16. To get what I want.
17. Variety. Sometimes they have better things outside the valley like shoes.
18. Because the cost of clothing is too expensive here I go to Northridge.
19. For the bargains. Cheaper clothes.
20. It’s so expensive here in Santa Clarita.
21. Because I happen to be in the area at times, and we try to shop in the Santa Clarita Valley.
22. Because it's a bigger world than Santa Clarita - why would you limit shopping to one place.
23. I think they have about everything we need here. The money belongs in Santa Clarita.
24. Like to travel.
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25. Live outside
26. I don’t know.
27. Because sometimes I'm in other areas and when I'm out I shop.
28. If it suits my purposes, I shop outside.
29. Sometimes I'm where my parents live, and I just stop at the store.
Saugus
1. Because I work out of area.

2. Because I work outside the valley. It's convenient if I'm not home.
3. I don’t know why I work out of the valley that’s why.
4. I work in Northridge so I stop to pick things up and there are things different there.
5. I work in the San Fernando Valley. – 2 responses
6. If I'm working in another area.
7. It’s near my work.
8. Selection and work area.
9. Work outside Santa Clarita.
10.Because there are other stores Santa Clarita doesn’t have.
11.Because there are stores that I like that are outside of here.
12.Because there are usually stores outside the valley that we don’t have up here.
13.Because we don't have what I need in the valley. No, not really. They just don't have what I want.
14.Better stores
15.Bigger malls
16.For a store that is not here
17.Not everything is out here.
18.Some of the stores are not in Santa Clarita.
19.There are some shops there not available here.
20.They don't have certain stores that I like.
21.We shop at nearby malls. We don't travel that far for shopping, we have everything nearby. We
are from East Europe and we shop in the San Fernando Valley in Eastern European stores.
22. Sometimes for bargains or variety.
23. Sometimes there better prices or we don't have the products here and so I have to go outside the
valley to look for it.
24. Because I'm a large size and stores in here don't carry large sizes.
25. Certain things you can’t get in the Santa Clarita Valley.
26. I can’t find stuff I want sometimes. Vehicles.
27. I don't know I just do. If there's not something in the area then we go outside the area.
28. I go for the Japanese food.
29. If I can't find it in Santa Clarita Valley and if it's cheaper.
30. More choices. Smaller businesses.
31. Sometimes I need to get when I'm outside the valley and sometimes there are things I can’t get
here.
32. Stores here do not carry enough merchandise for example Target and Macys.
33. To get things I can’t get here.
34. Variety of choices, things they may not have here.
35. When I need something that's not available here.
36. Military benefits. They don't have all the stores here I want. Might be cheaper.
37. Internet shopping. Most of commerce in the San Fernando Valley.
38. Different scenery. Something' different.
39. Friends live outside Santa Clarita Valley.
40. I like shopping with my daughter outside of the Santa Clarita Valley because she lives in the San
Fernando Valley.
41. Because I use the internet and find a higher level of merchandise. It's too low level of
merchandise here. I like higher end product.
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42. Convenient. To get something I can't get in the Valley here.
43. If I'm outside the Santa Clarita Valley I do.
44. I’m not technically part of the city, I'm in an incorporated area. The tax benefits sometimes benefit
me. Also I don’t work in the area so I shop with what's convenient.
45. Sometimes I do business outside the Santa Clarita Valley and I’m in the area.
46. Usually just when outside Santa Clarita Valley.
47. When on trips.
Valencia
1. Because I work in Granada Hills.

2. Because I work outside the Santa Clarita Valley.
3. Because it’s where I work.
4. Cause I work outside the area.
5. Closer to my work I might shop there.
6. I work outside.
7. Just sometimes I'm at work and shop close to my work but my grocery shopping is done in Santa
Clarita.
8. We travel and we work outside.
9. As I say I am new in the area. We go to where the rest of my wives family lives. We go to places
we don’t have here. There’s a lot of good shopping here to but I do shop elsewhere.
10. Because I have a variety.
11. Because stores aren’t in Santa Clarita.
12. Because the stores are not here.
13. Because they don't have the stores that I like here.
14. Better stores.
15. Department stores
16. For variety. For things I can’t find here. I like Fashion bug and it’s not here.
17. If it’s the store I need to go to.
18. Just different stores to go to.
19. More options.
20. No good high end department stores.
21. Some restaurants we don't have here.
22. There's only one store that is not in Santa Clarita Valley and that is the Apple Store and that’s
when I shop outside Santa Clarita Valley.
23. They don't have everything here like restaurants.
24. To go to stores that we don’t have.
25. Services may not be available here and sales tax.
26. Better selection of household items, for clothes and furniture.
27. More choices clothing and decorative items outside of Santa Clarita, electronics too.
28. Specifics if we needed something.
29. To find things that I can't find in the Santa Clarita Valley.
30. To get ethnic food. Because I am outside of the Santa Clarita Valley area. I also work outside the
Santa Clarita Valley area.
31. Usually because what I'm looking for is not in the Santa Clarita Valley.
32. Well really rarely shop outside Santa Clarita, only if I can’t find something here.
33. Well there are a lot of things we need that may be available here.
34. Because it is too expensive here. / Better prices – 2 responses
35. Sales tax is cheaper elsewhere and go out to my mom’s and take her shopping.
36. The Stater Brothers is cheaper.
37. For the variety
38. Retired military. There's a military commissary by the airport and we shop there frequently.
39. There aren’t many options here.
40. Convenient and I work late. I do a lot of shopping then, in and out.
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41. I'm there and I do.
42. Variety. Actually, we don't shop outside very often, usually it's here. It's more convenient and
there's lots of variety here.
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Appendix C
Other Reasons Residents Purchased Car Outside Santa Clarita Valley
Canyon Country
1. Bought from the paper.

2. Bought used.
3. Did not make a purchase.
4. Didn't have specific Suburban.
5. Drove by the dealership and liked it.
6. Husband works in Santa Paula so we bought one there.
7. I'm more familiar with that area, I haven't lived here long
8. Mileage
9. Service.
10. Taxes. Saved a bunch getting out of the taxes, and everything in this valley has always been
overpriced.
11. The dealer that I went to here didn't seem interested so we took our business somewhere else I
would prefer to spend my money here.
12. Went somewhere else because my husband buys cars for his work.
13. Went through Costco auto buying program.
Newhall
1. Auction
2. Easier to deal with in Burbank, ruder in SC Valley.
3. I like the people better. I don't like the salesmen here so I went elsewhere.
4. I wanted a certain car and the quality here is very poor.
5. My son and his friend bought a car at the dealer on Van Nuys Blvd so I bought mine there too.
6. No purchase of a vehicle I inherited it.
7. Traffic situation.
Saugus
1. Better selection
2. I don't like the Power Corporation.
3. Purchased it in the area I used to live.
4. Salesman arrogance
5. Special ordered
6. The car was given to me.
7. The car was leased through my husband’s work. It's basically a company car.
8. The color we wanted not available locally.
9. Through my credit union.
Valencia
1. Convenience because we were in the area.

2. My daughter bought car at another location and he did well with her.
3. Didn’t have the color and didn’t want to wait.
4. Haven’t bought a car recently.
5. Merchandise variety
6. Reputation of the car dealer we bought from.
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Appendix D
Reasons Residents WOULD Purchase/Lease Next Car In Santa Clarita Valley
Canyon Country
1. Close / Convenience. – 11 responses

2. Down there on Valencia Town Center it’s nothing but car dealerships and there is plenty of car
dealerships here why would I drive farther, if I wanted to compare I would just go on-line. Near-
by everything’s down there, if I was going to by a new car I would go there. It’s better to look at
the cars when you’re buying. I actually want to be able to climb in a drive it to see if I like it.
3. Because it's convenient. Because part of the money goes back to investing in Santa Clarita.
4. It's convenient and close. You want to try and support your local businesses.
5. They have all the dealerships you could want why go anywhere else. Just convenience and
selection.
6. Because they are all here, every possible brand is here so why go somewhere else. I assume the
price is about the same.
7. The dealership we work with is friendly and easy to work with and they have enough choices out
here. More convenient.
8. Because there are a lot of dealers in Valencia. Don't want to drive too far.
9. It's closer especially with maintenance.
10. Because I just moved there.
11. Convenience and maintenance and we have bought our cars here over the last years and gotten
good deals.
12. Because it's close.
13. Just to stay in the area.
14. It's around the corner.
15. Because I have shopped around and the prices are about the same and it would be a lot more
convenient to buy it here.
16. Because I like to have my service done where I buy my vehicle and it would be easier.
17. I don't want to run all over shopping, and they have great dealers here already.
18. Easier to get it here in town.
19. Convenient for services.
20. Because it’s close but not if you got a better deal somewhere else.
21. They are closer to where I live.
22. Because I like to go to place where you don’t have to burn gas.
23. I would only buy and I don't lease. Because when it's paid for it's yours. Convenience although I
don't really trust the dealer here.
24. Just because it is convenient, the dealership there for maintenance.
25. Just so I don't have to travel outside the area for maintenance.
26. Because I live in Santa Clarita.
27. Local. Convenient for servicing.
28. Close to home.
29. I would consider it. It's closer more convenient - I would like to be able to get my car services
where I purchased it.
30. Because it’s in Santa Clarita and so am I.
31. Because it's right here. No difference in Toyota dealers.
32. I don't know.
33. Because they are local dealer very helpful.
34. Service
35. I know a lot of people who run the auto dealerships and work there.
36. I have friends in the car dealer business I try to give them my business.
37. If I still lived in Santa Clarita.
38. I'm open- why not? I'm neutral.
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39. Changed managers
40. Probably have to be a high line vehicle such as Mercedes or Porsche.
41. Because we probably just check the dealers first.
42. Spend more money in the U.S.
43. Because a brand is not offered in Santa Clarita.
44. We've always bought them here. Keep money in the area.
45. I like the people that own the dealerships here.
46. I always buy from Power Ford. They have very nice people and good prices and they call to
check up on you. You get free oil changes and they ask how you are.
47. Well, I bought about 5 or 6 cars from out here so I've been very happy with them.
48. Because I grew up here and I purchased a car out here before. They're pretty reputable.
49. The dealership services my vehicle.
50. We have used the same dealership before. I like to be close to home. They're close to home.
51. Because we have really good dealerships here. My experience has been that they are very nice
and good customer service, and their prices are reasonable.
52. I bought my Honda here. I paid it off and I love it.
53. If they can match the price. Convenient.
54. If the deal is competitive and it helps the city.
55. It would all depend on pricing. That’s the biggest factor.
56. If I find a good deal.
57. I'd consider it first as long as they give me the price I want.
58. If there is a good deal and it is what I want I buy there.
59. Yea if the price is good.
60. Yes if they can match the price of other places.
61. It would be only if the price is right.
62. I don’t know where ever I can find the best deal.
63. If the price is good, I'll go anywhere to save.
64. Because I want to support the business here.
65. To support the community. – 3 responses
66. I support the city I live in.
67. My preference to buy in local area.
68. I just bought two of them from here and trying to support Santa Clarita.
69. Prefer to support local.
70. Because I live here.
71. Just to kept the business here.
72. It's local. I live here. I feel like supporting the neighborhood I live in.
73. I like to give business locally.
74. Because I believe in buying where you live and there's a huge selection.
75. I want to give them my tax dollars and more convenient. The guy wouldn’t go down $500 last
time.
76. Because I like the dealerships out here and that way we get the benefits of the taxes. Good
variety.
77. Just to keep the money within Santa Clarita.
78. The tax dollars stay here.
79. Because that's where I've bought my cars from. Taxes for Santa Clarita.
80. It would be my first I would prefer that the sales tax benefit my area.
81. I usually shop around and get the best deal. I want to have the tax dollars stay in Santa Clarita.
82. Because I like to keep my money in the Santa Clarita Valley.
83. Tax dollars help the community and support programs this is where I live and were I like to buy.
84. I believe in spending money in the community.
85. I think the city gets money out of it.
86. Benefits our city.
87. Keep money in community.
88. I like to keep my tax dollars in the Santa Clarita Valley.
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89. Because when you buy something here it contributes to the community.
90. I heard the money stays here.
91. A good selection.
92. They have every make and model available.
93. They have every dealer under the sun in Santa Clarita.
94. Why not? They have all the dealerships here.
Newhall
1. Because it's convenient. / Convenient – 5 responses

2. Because it’s most close to me. / It’s nearby. – 4 responses
3. Convenience and price. They gave me a good deal on the car.
4. Because I do not like the traffic outside the Santa Clarita Valley.
5. Don’t travel.
6. It's here.
7. It’s where I live and this is where I get my car serviced.
8. Deals are good in any city and why not local.
9. It’s close by and convenient.
10. Close to home.
11. It's local and convenient.
12. It just depends on the car I want to buy.
13. Not sure
14. They just seem more helpful, they pretty much try to help you.
15. They had to have a local dealership.
16. Because it works better than leasing so I would buy.
17. Gotten good financial performance on the past deals.
18. Oh yes. I love the Honda dealer here. So far they treat you really, really nice.
19. This is where I’ve always bought cars.
20. They have good dealerships in Santa Clarita.
21. Because I bought 3 cars within the last 10 years. Dealer was a really nice guy. He gave me a
good price, and never sold me any lemons. I got my money's worth from each one.
22. Because I like the BMW I have one and they gave me a good price on the car.
23. Because we usually because we usually by Nissans and we bought one in Valencia and would
probably go back there.
24. If I get a good deal.
25. Depends on the price... I would love to shop local and money talks and prices are always high
around here.
26. If there was a good deal.
27. I think there good deal on right now.
28. I like to compare dealerships. If I good deal here I would buy it here.
29. To support the community.
30. We do like to shop local, but if they don’t have what we are looking for we go elsewhere.
31. Keep it in the valley.
32. We always shop local.
33. To support your local businesses and the local economy.
34. Because I like to support our community.
35. Because I like to keep it local.
36. I like to see the money spent in Santa Clarita.
37. To support the tax base here.
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Saugus
1. Convenience. – 8 responses
2. It’s local. – 2 responses
3. Because I live in the area. – 2 responses
4. Convenience, good selection.
5. Because it is close to the house, for repairs and don't have to travel that much. The taxes are
going to help the City of Santa Clarita. There are quality dealerships.
6. Convenience and taxes.
7. It’s convenient, I prefer the sales tax to go our community, and they have all the cars that I like.
8. I would like to keep in within the community and keep the purchase within the community.
Convenience.
9. Because it is close.
10. I would check other places... but it’s close.
11. Like to do business close to home.
12. Convenience and close here.
13. Because it’s convenient to go there.
14. It's easier to have service done in the town you live in.
15. Both I have now were purchased here it’s local and convenient.
16. So far I had good luck with the dealership I use. Convenience. I'm the type of person that likes to
give business to valley and I don't have to fight the freeway.
17. It's close.
18. Convenience mostly. I don't have to travel.
19. Because I like to support the city and it’s convenient.
20. We bought the last two here. It’s convenient.
21. Living here and be more convenient.
22. Convenience and they have all the cars that I'm interested in. Just location.
23. Because it is in the area.
24. I feel like we had good service with last one we got.
25. Business owner maintains local business.
26. Well I probably wouldn't but I would CONSIDER it. But you feel that you might be able to find a
better deal elsewhere.
27. They are comparable to others just couldn't get the color in Santa Clarita.
28. If I could find one that wasn't arrogant.
29. I would check here first.
30. Maintenance.
31. Taken vehicles for service here, and pleased with their service.
32. Just because we've bought a couple vehicles from them and they have been very good.
33. Close to do repairs and had a nice experience.
34. Cheaper taxes we know we’re going to get ripped had a great experience previously.
35. We have bought three cars now from the Nissin dealer here and we liked the service there. We
haven't had any problems with the cars.
36. I probably will. My wife's car is the next to replace and it was bought here so we will probably go
back.
37. Felt like we got a good deal in Santa Clarita and will probably go back.
38. Even when I didn't live here I came here to my car.
39. I've purchased all my vehicles here in the last three years. Good products and good price.
40. Loyalty. Have had good service and are loyal to the area.
41. The Toyota dealership was great.
42. They give good prices.
43. Better prices.
44. You get just as good of deal then you would any place else.
45. Really depends on price.
46. IF the price was right I would buy it here.
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47. If I find a better price.
48. Price.
49. Whoever has the best deal.
50. Go for best bargain.
51. Look for the best price.
52. Last two cars I bought here, I have gotten a good deal.
53. Whoever has the best deal is where I’ll go.
54. If it was the right price range.
55. Because they give you just as good a deal as any other place.
56. I think I should shop where I live.
57. Like to shop locally.
58. Our goal was to keep the business in Santa Clarita but the last time I bought a car they didn’t
have what I wanted.
59. Because the taxes go to our local economy in Santa Clarita. Convenient, I don't go out of the
Valley.
60. Part of it is to keep taxes local; it is convenient i.e. don't have to travel far.
61. Supporting local economy.
62. If I can I would like to keep tax dollars in the City if possible.
63. Taxes stay in the city.
64. I would try to keep our dollar local, but if I can't if I can't find what I'm looking for I would go
elsewhere.
65. Good shopping, many car companies, good deals. Need a CarMax.
66. Have a whole mile of different dealerships. Convenience.
67. Have a lot of dealerships and brands of cars.
68. Good choices.
69. We have a lot of choices.
70. I feel like there are plenty of choices and it’s convenient.
71. There's so many out here.
Valencia
1.Convenience. – 6 responses
2.It's close, nearby. – 2 responses
3.Close proximity. – 2 responses
4.Good service. – 2 responses
5.It’s nearby – it’s handy used to have a lot of big dealers.
6.Mostly because it's convenient, and the deal. The two most important things.
7.If I’m still here I would buy one because its close, and I could likely get a good deal.
8.It was convenient and good service.
9.Because it is convenient. It's nearby. It is close to where I live.
10.
Because I don’t have to go anyplace but here, unless they will give me one someplace else.
11.
It's my neighborhood. Want to keep it in the area.
12.
More convenient for repairing and maintenance.
13.
Because it’s close to home and that’s where I buy them.
14.
It's convenient, but if the price isn't good I’d buy somewhere else..
15.
I live close to them.
16.
Just for convenience sake. Returning to the dealer for items you need once in awhile.
17.
Because of convenience and service availability.
18.
We do not really go outside Santa Clarita.
19.
It’s local and handy.
20.
I don't know.
21.
Great people and service and convenience.
22.
Because I imagine I can get local service. I hope I would get a good price. I don't know I haven't
been shopping for a car.
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23. I'm satisfied with the company here. I'm happy with the car. I haven't had any problems with it and
the service has been good.
24. If they have a Porsche dealership.
25. If they had what I wanted.
26. Because I want to.
27. I can't.
28. There is a Galpin up here now, and I like Galpin.
29. I have no plans but I have no reason why I wouldn't.
30. We would have gone to this dealership. Salesman at other location was very good.
31. I like the city.
32. For the past 20 years that's what I've done.
33. I always do it just the last car we purchased they did not have enough in stock.
34. I don’t know, because I have in the past.
35. Because of previous experience and they will still negotiate and match any other dealer in
Southern California.
36. We've purchased our last 3 cars and have been very satisfied with the experience and the
selection.
37. We have a few choices. Been treated fairly.
38. Because we have family and friends who purchase in the area. They were satisfied.
39. Good experiences in past.
40. We buy all cars from Frontier Toyota.
41. I like the dealership I use - Galpin and Saturn and Mercury.
42. Well if they can give me a same deal as another dealership I would keep my business here.
Supporting community.
43. Whoever's got the best deal and convenience.
44. I would as long as I could find a budgeted car.
45. Depends on price.
46. Because we feel there competitive and we are happy.
47. Price has to be right and right car available.
48. I do everything in Santa Clarita I am not going to outside just to shop around we have plenty of
dealers here.
49. I try to buy everything in Santa Clarita I try to support the businesses here.
50. I would rather support local business if the availability is there.
51. I would like to keep business local.
52. I want to support my Santa Clarita Valley.
53. Would deal locally.
54. To support the area.
55. To buy locally.
56. Because I live here and I support the community.
57. I like to shop locally, I’m familiar with local dealers. I think they're high quality compared to others.
58. The tax is going back to the city. We got good deals.
59. It’s local and the money stays in the community and it’s convenient.
60. As far as I know part of the sales tax goes back towards the city to help pave roads.
61. Because the sales tax money stays here.
62. The sales taxes are here. They are close.
63. Money goes to the schools and parks and recs.
64. We want to give to the community.
65. The tax money goes to helping Santa Clarita.
66. We always try to shop here as much as possible. Just for the tax and for the people in business
here to benefit.
67. I like them so I'll shop at home the sales tax is the same so why not spend it in your home district.
68. They money stays here it goes to help local parks, and programs. Like the dealerships.
69. The taxes go to support our community. It’s convenient to have my car serviced here.
70. We have this massive car dealership dealer center.
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71. Because we have a dozen of them and why would we go anywhere else.
72. A lot of dealerships here.
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Appendix D
Reasons Residents WOULD NOT Purchase/Lease Next Car In Santa Clarita Valley
Canyon Country
1. Too expensive.
2. Because I don’t think the prices is competitive enough.
3. Because they charge too much.
4. Because everything in Santa Clarita is above board when you can go outside and it's better. It
seems like everything is over priced in Valley as far as vehicles.
5. Only buy cheap cars on Craig’s list.
6. I've shopped out here a couple times for cars the people are lame and I didn't like their prices or
service.
7. Don’t like customer service.
8. Buy used vehicles.
9. Wouldn't go to a dealer. I'd go to a used car dealership. Wouldn't go to a new car dealer.
10. I’m not buying a car.
11. I'm not looking to buy a new car anytime soon.
12. No I’m sixty and I don't plan on buying another car this going to last me the rest of my life. I just
bought this car it's three's years old.
13. Because of our age and our health.
14. I’m of an age I’m not going to buy another vehicle.
15. Working on a driver’s license.
Newhall
1. I don’t drive. – 3 responses

2. My dad had a bad experience.
3. Because they are too greedy.
4. I would not I just don’t know I think it’s too expensive.
5. Can't afford it.
6. It's more expensive.
7. I just bought a new car and it's going to see me through my driving days.
8. I'm eighty years old and I'm not going to need another car.
9. Very poor budget. We live on Social Security so we can't buy anything.
10. Because the dealers are out of state and that’s bad for them.
Saugus
1. I do not drive anymore. – 2 responses

2. We are looking for a Toyota and we don’t like Frontier Toyota. We've bought from Hamer Toyota.
Frontier did something unethical. We went in to look at cars and they moved our truck for us for
some reason and they helped themselves to getting our name and address from our registration
and doing a credit check.
3. Not looking to buy a new car within the next few years due to the economy.
4. Too expensive.
5. Past bad experience they seem to charge more.
6. They will ask $30,000 for a car that you can get a lot less outside the valley.
7. Better price in San Fernando Valley. They won't deal up here. I went to the valley and got two
vehicles there.
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Valencia
1. Their prices are too really high.

2. Pricing.
3. Price. It's too high. We can find better deals outside of the Valley.
4. I can get a better deal somewhere else.
5. Cheaper in the San Fernando Valley. I think it's cheaper to buy in the Valley.
6. They never have a good deal or good prices and the brand that I have isn’t around here.
7. More expensive so they have more costs.
8. I'm going with a private party. I might go with a dealership. I'm not going to say no all together, but
I'm definitely going used. Gently used.
9. I can’t drive.
10. I already have a perfectly good car.
11. I can't drive and I’m disabled.
12. None at the moment.
13. We are moving out of the area soon.
14. Family in business.
15. I had been dealing with this particular dealership for 10 years and they treat me well.
16. Increased taxes
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Appendix D
Reasons Residents MIGHT Purchase/Lease Next Car In Santa Clarita Valley
Canyon Country
1. Honestly I don’t know / Don’t know – 3 responses

2. My nephew works dodge I can get a discount.
3. Because I've had trouble w/this car for the last 5 years. I wouldn't buy it at Chrysler-Jeep again
but maybe from another place.
4. May have to go through CarMax.
5. Because the BMW dealership is pretty big, and that is what we are thinking of buying next.
6. It would depend on the price.
7. I'm not one to travel all over the country trying to find the best deal unless it's saving me
thousands of dollars and nowadays don't think that's going to happen.
8. Because they gave us a good price.
9. Only if the price is right.
10. Depends on the deal I can get.
11. If the deals right.
12. Probably because I've done business with them before. They took care of my car for me when I
needed repairs.
13. Convenience.
14. It depends on what I wanted.
15. Most closer to home now.
16. Will shop outside to shop outside.
Newhall
1. It would depend on what it is. We always have to buy used, so if we can find a car for cheap
enough.
2. Comparison of prices.
3. I don't plan on buying another car, but if I did I would look here to see if I could get a better deal. I
would buy the car wherever I got the better deal.
4. The one I have is a Nissan Sentra and I'm really happy with the service.
5. I live here now.
Saugus
1. Because I don't plan on buying one. I just bought a new one five years ago and I’m pretty pleased
with it.
2. I don’t know I just bought a new one.
3. You never know where you'll get your next car from.
4. Prices were a lot more expensive here.
5. It would depend on the deal.
6. Depends on the price. They're pretty expensive.
7. Depending on the price and the deal you shop around for a deal it depends how much they are
willing to bargain.
8. If I could get the best deal.
9. Convenient.
10. There's no guarantee. If they don’t have what I want then I’m going to go outside.
11. Cause the tax dollars go to the city.
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Valencia
1. Depends on what I'm looking and the price.

2. Los Angeles county sales tax is 9.75%. You can go outside the county and buy the same car for
less.
3. We've been trying and they aren't willing to budge so we're going outside.
4. Depends on the deal.
5. They don't deal. I can go to the San Fernando Valley and get a better deal. Price.
6. It depends on what the vehicle has.
7. My son is 16 and looking for a car.
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Appendix D
Reasons Residents DON’T KNOW If Purchase/Lease Next Car In Santa Clarita Valley
Canyon Country
1. I would do the same thing, price matters.
Newhall
1. It just depends on the price and how they act towards me.
Saugus – no comments
Valencia
1. Because I look at a lot of different places before I buy a car.

2. This may be my last car I'm 73 years old.
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Appendix E
Reasons Residents Dissatisfied with Availability of Jobs Locally
Canyon Country
1. I have two teenagers who cannot find a job. One has been putting in applications for quite some
time and so far no one has called. In my field, it's hard to find somebody that pays.
2. Because I have to drive all the way to LA and I been doing it for 30 years.
3. Because of the fact that I have looked numerous times on the Santa Clarita job thing on the
internet and basically I see almost nothing in my category and I've never seen anything in the
newspaper. The few times that I did go out and look for a job I could never make a connection.
4. Because the local school districts haven't hired local construction management companies.
5. Because there are none.
6. Because there isn't any. I would think that would be it.
7. Because there's no jobs out here. There's nothing here.
8. Because you have been looking for a lifetime and have not found anything.
9. People who I know say they can't find any work.
10. Personally I am retired but my grand kids are having a hard time finding a job. My grand kids
can't get a decent job here.
11. There are absolutely no jobs out here. I've been looking for four months and no one has called
me back. Not one person.
12. There aren’t any jobs.
13. We have been looking for a few years and haven’t found anything.
14. Well my husband and I had to go outside the valley for work and I have three boys between 18
and 22 who can’t find jobs here.
15. Well none of my grandchildren can find jobs no matter what they do and neither can my niece.
16. Well people are out there looking for jobs and can’t find them.
17. A lot of places have closed because of the economy, which isn't the city's fault.
18. Because I know a lot of people that are unemployed.
19. Because of the economy.
20. I think it stems more to the general state of the economy and construction and building in
particular.
21. They forced out many business locally. We lost 30 percent of the population and the car
manufactures.
22. As far as city agencies or government agencies, as far a city jobs, they don't pay as much as LA
city. That's just in my field alone. Not in the field as a whole.
23. I work here and they pay for squat for what it costs to live here. Princess Cruise Lines is the
lowest paying call center in Southern California.
24. Tried to get a job in Santa Clarita 10 years ago and when I couldn't get a job for a better pay, I
stopped.
25. Well I work in a hospital most of the hospitals don't pay that well.
26. I have to drive to the San Fernando Valley which is south I haven't found anything more local. few
large corporations local.
27. There are not that many big businesses out here.
28. Because there aren't enough professional, technical jobs.
29. I think there are a lot of entry level jobs but as far as careers there are not enough large
businesses to support them.
30. Locally the availability of jobs is basically retail and not enough corporations to work at.
31. I work in banking and not a lot of banks locally you have to go to downtown L.A. and Glendale.
32. There are just not enough local jobs. Corporations haven't opened up that much in this area, as
the area grows that will happen. There are plenty of entry level jobs.
33. There aren't a lot of jobs and there are not very many high end jobs.
34. There are not enough jobs local and ones that are here don't pay enough.
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35. Doesn’t seem like a lot of jobs not densely populated.
36. The jobs that are available, people that live outside of the valley instead of inside the valley. It
took me a year to get a job. Most of the people I work with live way outside of the valley.
37. There don’t seem to be any literally one or two openings at Wal-Mart with 50 kids lining up. There
is a waiting list at in and out. There are just not enough jobs.
38. There is not enough for the growing community we don’t bring in enough business. Taxes are
too high to create a small business.
39. There isn't enough work in my field, the entertainment industry.
40. There just enough jobs in my husband's field of work.
41. They don't have the kinds of jobs that are suitable for this area.
42. I'm unemployed.
43. It just makes me have to commute to another city to work. I'd rather be close by than have to
commute when it takes 45 minutes to an hour to commute due to traffic.
44. It's like that all over.
45. My wife has been looking for a job for over a year.
46. Not for myself but for the young people out here.
Newhall
1. Because I have to drive all the way to Redondo Beach for work every day.
2. Because there just aren't any, the Mexicans took them all.
3. Been looking but can't find a job.
4. My son has been out of work.
5. I haven't seen any and if I apply they don't hire me.
6. I’ve been looking but there's nothing out there.
7. Because I know we are all in the same boat we all like to have more jobs but it’s the economy
and there aren’t jobs.
8. I'm dissatisfied with the country's financial situation. The taxpayer bailed out the big banks. They
are not loaning. It’s not the worst it could be but it's not great. There are some jobs but not
enough. There are people who have given up.
9. There aren't a lot of high end jobs. Most of the jobs are working in the stores and they don't pay
any money. There are very few jobs out here to support a family.
10. According to what I hear, there's no construction, jobs at the store, no restaurants. No, just I hear
people say there are no jobs. We don't need the jobs because we can't work anyway. My
husband 73 and I are 65. We just live comfortable but we get a lot of complaints.
11. A lot of work is warehouse work, mostly labor work. No real professional work out here.
12. Because there aren’t any jobs for the young people.
13. For teens it is hard they haven’t been able to find jobs.
14. I have three teens that can’t find a job, it over populated out here.
15. Because I know people who try to get jobs out.
16. It's just what I noticed.
17. The level of job that are needed.
18. Well there’s more that could be done to encourage businesses.
Saugus
1. Because there isn't enough.

2. Because you can't find a job here I work in Pasadena.
3. I work outside of the valley and maybe too many people have to leave the valley to get a job.
4. My daughter needs a job and can't find one.
5. There are none.
6. I got laid off in 2008 and last November I obtained a job. It took me a while, almost 22 months to
find a job.
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Winter 2010
7. Know a lot of people that are unemployed.
8. Many people looking for jobs.
9. There’s nothing out here no one is hiring bad economy. There are no jobs out here I've lived
here for 27 years and this is the first time I've to commute.
10. Well my kids took forever to find a job. Seems like it's hard for people to find jobs out here they go
outside the valley to find jobs because there's no jobs here. I feel like people that do have jobs
here don't live here and they’re taking away the jobs for the people that live here. Community is
getting out of control buildings, and population which results in fewer jobs. A lot of strip malls that
have business are charging too much for they rent and the stores are closing down or moving
elsewhere.
11. For the wages the wages are lower here- except for executives.
12. There aren’t enough big companies.
13. A lack of jobs due to economy. Young daughter is going from job to job. Not enough career jobs.
Have to commute outside the valley. Lack of meaningful employment.
14. Both my husband and I work outside the Santa Clarita Valley and get jobs here. My husband's in
computer programming and development and there is not many jobs available here. I'm a nurse
(NICU) and there is no NICU in the Santa Clarita Valley.
15. Don't think there are enough entertainment companies and corporations.
16. I don't think they have a lot of jobs available here, at least in my field, engineering. I don't think it's
easy to get one. Business are usually small here if they have anything to offer. Especially in this
economy I don't think they have really anything to offer.
17. There are not that many available we don't have large industry or large employers.
18. I just don't think there are enough. Everybody commutes out of the Valley. Everyone I know.
19. There are too many kids in the valley and they take the jobs.
20. There just aren't that many jobs available. There's none unless you want to go to McDonalds or
Burger King.
21. Wells there not enough of them.
22. What I do is not available here.
Valencia
1. Because I can't find one out here. I just got laid off.
2. Because my son was out of work and had to go all the way to Long Beach. He could not find
anything here.
3. Because there are none.
4. Because there isn’t really any. Jobs just go to their friends.
5. Can’t find there locally.
6. Doesn't seem to be any jobs available in area.
7. I couldn't find a job in the area. I am well experienced and have certificates. I'm very good in my
career. I have to work in downtown LA and I have to commute. Need improvement. I'm not
satisfied. I like to work in Santa Clarita. It's important to be close to my home and family.
8. I had to go out of town to get a job.
9. I have multiple friends that have college degrees that just can't get job.
10. I know a lot of people that can’t find any jobs in the area so they have to go out of the area.
11. I know people who can’t find work here.
12. I was laid off and there's nothing here. Employers here don't respond.
13. Because stores are closing and they aren't replacing them.
14. Because the recession and the economy.
15. I wish there was more. People I know are losing their jobs and it makes me sad. Businesses are
closing; therefore, people are losing their jobs.
16. The economy has contracted in the past two years.
17. Because the jobs that are here pay terrible.
18. Most of the people here go to the valley for jobs, and it’s not that much of an industry here. There
also aren’t that many hospitals here or medical care.
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Winter 2010
19. Not many jobs available for my type of work in advertisement.
20. Because there's not enough jobs.
21. I feel like there are a lot of blue collar jobs, there don't seem to be much room to grow.
22. There doesn't seem to be a lot of opening right now locally.
23. There just aren't enough of them to go around.
24. There are not a lot of opportunities here.
25. We have a lot of people that need to commute out of the valley that need to work. We have way
more residents that need jobs than jobs available.
26. We've had teenagers who have had a hard time finding jobs local. Not that many openings right
now.
27. Because of the variety of things available and not available.
28. It took my wife 18 months to find a job in the Santa Clarita Valley.
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Winter 2010
Appendix F
Additional Comments by Residential Area
Canyon Country
1. We don't want the mine. The court system not standing by the people more than businesses as
far as lawsuits.
2. There were 10,000 people now 200,000. I am not happy with the city planner the rules and
regulations.
3. They need help with the planning department and support with residents doing projects.
4. First their code enforcement seems to work for licensed contractors, and they don't really do
much for unlicensed contractors. I'd like to see that changed. I've been told that the city buys all
their vehicles outside of the city of Santa Clarita, yet they like to preach buy in Santa Clarita. I
think every part of Santa Clarita is just as important as every other part. They seem to think
Valencia is more important than other areas (street maintenance, improvements). The biggest
thing is I would like to see something done about the illegal aliens in Santa Clarita valley. Finally, I
would like reports taken by the police and made public record.
5. The block to block gangs in this valley. Their drug trade. Deporting illegals when they pick them
up. The cost to the state for illegal aliens. LA needs not to be a sanctuary city.
6. I think the police and the fire department are awesome, but they are understaffed and
underfunded. The same goes to the schools. Try to control development in unincorporated areas
so it doesn't affect incorporated areas.
7. I am really discouraged about the new home development. They are small and compact, ugly and
they look the same. There is a no variety and there are no single level homes. That’s not good for
older people, and it’s not good to age in Santa Clarita. You can find single levels that are older.
There are a lot of vacant business buildings like in Canyon Country. I think the focus needs to be
on existing properties and not building new ones.
8. I think they should stop building more houses out here. Because of the water situation. It's just
getting too many people out here in the valley.
9. Stop building!!! Less crowds and crime, bring it back to the way it used to be.
10. Thinks that the loss of business has lost the community really depressing to see empty stores.
11. Beautification of Sierra highway and bike paths on Sierra highway. Also synchronize the traffic
signals. Support putting a tunnel through the Antelope valley to the San Gabriel Valley.
12. Just finish construction on the roads on Golden Valley.
13. They need to fix the road. The traffic congestion. The roads are ridiculous.
14. Wants to fix traffic.
15. Need another recycling bin, more shopping, night clubs, better water, it is horrible.
16. They need to make sure the hospital redevelopment goes through its important for the
community.
17. In would like to share that I really like living here I like the schools had three children who
graduated from the schools- They are responsible with the money they get but- the city has
grown too fast, the low income has brought crime but when the low income was built the crime
really went and now there is a real problem with crimes and drugs in our area.
18. Keep up the good fire department and police department work. Public Transportation is really
good. Need more upscale restaurants and upscale retail, not chain restaurants.
19. The Concerts in the Park is wonderful.
20. They need to improve the metro link system more trains running for later hours and on weekends.
21. A little concerned that more money is spent in Valencia than Canyon Country.
22. Development on the East side of restaurants and more city beautification on the roadways.
23. I don't understand that why it is but between Canyon Country and Valencia there is a big
difference in the amount of retail options and restaurants. It seems as if they want us to go
Valencia to shop and eat at restaurants.
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Winter 2010
24. I think they more restaurants in Canyon Country Area and I would like to keep our community
names and not have everything lumped into Santa Clarita Valley.
25. They need to spend more on Canyon Country. They’re spending so much on Valencia they need
to address some issues in Canyon Country.
26. Annexing Stevenson's Ranch into the City of Santa Clarita.
27. They should know about Bermite.
28. Give me a raise.
29. Is the city of Santa Clarita going to share the results to public and if they are not then nothing’s
going on.
30. More baseball professional baseball fields.
31. Only one complaint I have is that we have, my times and my daily news are delivered to me. We
have timed water here, this whole area. The water goes on rain or shine, 50% of the time the
paper is wet. No matter where they put it in the driveway, it is wet.
32. Spend your money wisely.
33. The reason why I give the waste management, it's basically the policy the made with salt water
tanks for people with septic tanks it wasn't fair. The people with sewers, they paid them to remove
them and for septic tanks they did not so it wasn't right. The city council passed a law recently
that new sex offenders can't live in Santa Clarita but they allowed it where I live. They should
have allowed it everywhere.
34. The survey is not a true survey for a public opinion because there are too many twisted
questions.
35. We could do the same thing right now like this opinion poll in Santa Clarita locally.
36. Wished DMV was bigger.
37. Traffic around schools being enforced more.
38. I hope the police will do a better job.
39. Santa Clarita needs to look into getting its own police department. In my area there is no
coverage, the only way they come to my area is if they receive a call of some sort. Besides that
patrol in my area too often.
40. Street maintenance, they spend all the money on the main roads and not much on the residential
streets.
41. The water quality and pressure in my area it seems to fluctuate. The major concern is the traffic
congestion.
Newhall
1. My house got egged the other night I guess the vandalism going on I was shocked with this.
2. I'm concerned about-- I think it's built out enough. I've lived in Glendale. I think it's just about built
out as it should be. If anything I think there should be quality senior housing.
3. Slow the growth and stop cutting down the hills.
4. NO MORE HOUSES!! enough people here
5. I’d like to see the signal lights on sierra highway/ I’m going to be happy to see that bridge done so
we can have the cross valley connector/ I think the city code enforcement is getting too much like
LA.
6. If they can improve traffic control. The lines get too long before the light changes.
7. Increasing the greenbelt is very important to me.
8. They did a good job dealing with the Las Lomas (The Hills)
9. It's a wonderful family community but I think for older teenagers such as young adults you're
forced to leave the city to find something to do.
10. Need to make city an art city. Lacking art workshops and art museums.
11. Let’s take care of the homeless and hungry people more.
12. Why they don't tax the bio tech companies higher taxes who do not employ candidates in that
community.
13. It would good if the city council could come and visit with the people a few times a year not just at
election time.
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Winter 2010
14. Get rid of the Sheriff, they are too gun-happy. Get rid of the attitude. They are cocky. They are
dying to shoot somebody.
15. The signal lights, a $435 fine for a signal light is harassing the citizens for revenue.
Saugus
1. Don't like the beautification program. Don't like how they are going through neighborhoods and
picking whoever to rebuild areas. Should allow people to make that decision.
2. What I would like is being able to voice opinion over continued development.
3. More consistent in their building permits.
4. Overdevelopment, want to have a dance facility. Community center has no dance hall. Need new
senior facility.
5. Get the school situation rectified. They need something other than service jobs. Not enough
diversity in jobs. The school situation as far as availability, the lines that are drawn. Cut out any
residential building, they need to take stock of what's available before they start building new
homes again.
6. Very pleased with the concert shows for the teens to keep them off the streets at night stop
building no more home wants smaller.
7. Better timing on traffic lights to allow Bouquet Canyon to flow without stopping at every
intersection.
8. I would love for the Golden Valley Road to connect to the Newhall Ranch Road from Plum
Canyon.
9. Just get those roads to the freeways. We have got to get easier access to the freeways. We need
higher end restaurants and retails.
10. Some of the traffic on some of the streets needs to have more signals for crossing the Boulevard.
11. Flood issue at golden valley plaza has not been resolved.
12. I would really like them to clean up the illegal immigration in our city. It makes me really mad. And
anything with the gangs. There's a lot of speeding on Copperhill Drive. There's a lot of speeding.
13. Good job!
14. The thing I'd like to express is that I want the government to live within a budget just like normal
people to live within a budget. I have to keep my credit good so the government shouldn't have to
spend money they don't have. It will be a mess in the end. Retail shopping and city beautification
don't need to be pressed but education needs to be at the top. Education is a number one priority
and fire fighters and law enforcement, the necessary stuff has to be priorities. The fluff is nice but
they just can't do it. I'm thankful that they're doing this survey for us because they're not elected
to do what they think they need to do what we think so I'm thankful for this.
15. Think people would use metro links more if they were easier to use. Needs more guidance.
16. Nothing
17. Had problems with getting street lamp fixed they said they would do it but because I don’t live in
the city and only lives 1 street away from the city they wouldn’t.
18. They seem to waste money on road ways and it holds up traffic and they restripe the pattern and
it wastes a lot of money.
19. Wish billing for utilities was based on household instead of the base rate.
20. Whoever designs the parking lots in Santa Clarita, they are all very strange very difficult to
navigate.
21. Don't want the school to close/ Bouquet Canyon Elementary. Don't want to see it close.
22. Need more money for schools without getting rid of teachers.
23. Overcrowding of schools. Traffic, backed up traffic. Unplanned street improvements or changes.
Traffic signals some of them are not timed correctly or they don't check out how they should be
timed. I sat at a traffic light for almost a minute and a half.
24. The schools. You may want to look in to that a little more.
25. Less money cobra unit of the police department.
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Winter 2010
Valencia
1. I really wish they would clean up Railroad Road. Old San Fernando Road where day labors hang
by the railroad tracks. Seems like they set up a homeless shelter and my wife and children were
driving by and some man had his pants down.
2. I think they need to build more soccer fields for kids to play soccer. I think they need more parks
for kids and families. There's too much building. There will be about 3 pharmacies within a
hundred yards of each other.
3. Need more shops. It is getting too crowded. Improve traffic and the jobs.
4. More roads less housing.
5. My big complaint is traffic congestion. The cross town connector is happening when??
6. Smart lights, better development planning.
7. Traffic light coordination NOT COORDINATED. Every two blocks is a traffic light and it’s not
coordinated. Poorly timed lights.
8. Yes make the roads better coming from the valley Santa Clarita and do something about the
traffic and stop worry about building houses and be concerned about improving the roads to
improve traffic.
9. The development at the hospital I think it's wrong. If I lived over there I don’t think I would like
another several story to look into. And the developer, something does not look right about it.
10. I think Santa Clarita is a great place to live.
11. We love Santa Clarita, we wouldn't live anywhere else.
12. We just need more things for teens and twenty somethings to do besides sports and they need
activities and places to go and hang out like safe dance clubs and things like that.
13. Redevelopment of Newhall as in downtown area needs much more work continue what they
started.
14. I despise the open land assessment.
15. Up on Northbridge up where you walk, people walk their dogs and don’t pick up after them. Even
with the bags provided, they just leave it there.
16. I'm so angry that instead of using money for housing it goes into foreclosure.
17. Just the bus stop on Valencia Blvd. There's a bus stop right there and when you turn the corner
you almost hit the bus because it blocks the street.
18. They put a Vallarta market in Valencia and you should have been in Newhall where the Hispanic
residents are. Very unhappy.
19. When are you they going to build tennis courts at Central Park?
20. Quality education in both private and public.
21. What the hell is going on with our schools? Classroom sizes. Status of closure of schools.
22. Science Museums.
23. The issue regarding section 8 housing. I'm not happy with the increase in section 8 housing a lot
of the apartments have inner city people coming to live up here.
24. Concentration on crime time. Shortening the time for the sheriffs to arrive and more planned
communities. I love it.
25. I think they need to encourage the police department to do more to deter crime. Give them the
latitude to do what needs to get done to reduce crime in the city of all kinds in the city. Not just the
more severe crimes, all crimes of all levels. I think the city has reached its limit as far as the
population goes. They need to work on maintaining quality of life and not expanding population.
Quality of life is a huge thing in California. It has declined so much over the last years. Quality of
life needs to be a priority and not expansion.
26. I wish they had an easier way of people voicing their opinions about street lights and things of
that nature.
27. Singing Hills and McBean Parkway. There are a lot of traffic accidents there that needs to be
addressed. There have just been SO MANY on the corner. I would think the fire department
would have said something about it; they're out there every weekend.
113

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2010 Public Opinion Survey Report - FINAL Feb 17 2010

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CITY OF SANTA CLARITA

PUBLIC OPINION SURVEY

Meyer Marketing Intelligence, Inc.

Research Overview & Methodology

 Overall, satisfaction with City services increased in 2010 from 2006.

o Respondents needed to be either heads of household or key household decision makers

o Of the 6% in manufacturing, close to one-half are in aerospace.

o Out-migration by residents for employment continued.

o One-fourth or 27% traveled 31 to 40 miles in 2010 compared to 25% in 2006, 12% in

The City of Santa Clarita identified the following research objectives:

 Additionally, researchers typically look for an error rate of ±5%.

The methodology employed in this study was telephone interviews.

Table 1: Distribution of Respondents by Neighborhood

Canyon Country 33%

Do you shop outside the Santa Clarita Valley? 

Why do you shop outside the Santa Clarita Valley? 

Why do you feel “Dissatisfied” or “Extremely Dissatisfied” with the availability of

Why were you “Dissatisfied” or “Extremely Dissatisfied” with your experience

In what industry are you employed? 

In what Manufacturing industry are you employed? 

In what Services industry are you employed? 

# of 2010 % 2006 % 2003 %

Base: All respondents 408 100.0% 100.0% 100.0%

# of 2010 % 2006 % 2003 % of

Base: All respondents 408 100.0% 100.0% 100.0%

Shopping Outside Santa Clarita Valley (New in 2010)

Residence Area Tenure

Table 5b: (q6) Shop Outside Santa Clarita Valley

Income Children Employed

Reasons Shop Outside Santa Clarita Valley (New in 2010)

“I shop where I work.”

“Sometimes I’m in other area and when I’m out I shop.”

Table 6: (q6a) Reasons Shop Outside Santa Clarita Valley

Base: Shop Outside SCV 187 100%

Store Selection 62 33.2%

Product Selection 41 21.9%

Work / Near Work 30 16.0%

On-line / Shop On-line 4 2.1%

Don’t Know / Nothing 4 2.1%

In the Past Six Months

Total Residence Area Tenure

Total Income Children Employed

Additional Stores / Restaurants Requested

Total Residence Area Tenure

Bloomingdales 1.0% 1.5% 1.4% 1.6% 1.0% - 3.1% 1.0% 0.7%

Total Income Children Employed

Bloomingdales 1.0% 1.5% 2.0% - 0.7% 1.1% 0.9% 0.8% 1.3%

 Ruth Chris/Flemings/Roy’s (Steakhouse) – 11 responses bringing Morton’s / Steakhouse above

 PF Chang's – 21 responses or 5.2%

 Sizzler – 17 responses or 4.2%

 Applebee’s – 10 responses or 2.5%

 Bob’s Big Boy Restaurant – 7 responses or 1.7%

Cash for Clunkers Program (New to 2010)

Total Residence Area Tenure

Total Income Children Employed

Purchased/Leased in Santa Clarita Valley (Modified in 2010)

Total Residence Area Tenure

Total Income Children Employed

2010 2006 2003 2001

Base: Total residents / Purchased/leased car* 408 276 288 242

Reasons Looked Outside Santa Clarita Valley

2010 2006 2003