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Perspectives on
Fulton Mall:A Preliminary Report of Survey Findings
Jennifer Jones
The Institute of Public Anthropology
California State University, Fresno
August 9, 2007
The Purpose
• Urban Anthropology study
• The survey is a tool to identify:
– Points of interest
– Public interest in revitalization
– Perceived problems/solutions
– More questions
– Potential areas of focus for future studies and
future surveys
The Respondents
• 188 Total Respondents
• Web based survey
• Available for four weeks (May-June 2007)
• Distributed via Email to:
– Mindhub
– Fresno State Anthropology Majors List
– Forwarded via email contacts
Occupation
40
1612
9
42
31
12
4
13
051015202530354045
BusinessProfessi
onal
BusinessOwner
EducationalProfes
sional
ExecutiveManageri
al
HeathCareProfess
ional
Other
Student
SupportStaff
TradesPerson
Income
26
6171
18
0
20
40
60
80
0-15000 15001-
30000
30001-
50000
50000+
Household
100
140
63
0
50
100
150
1_2 3_4 5_6 6+
Age
10
5441
8
67
0
20
40
60
80
15-20 21-30 31-45 46-65 65+
Respondents
Question 9
Preservation of historic buildings should be a priority in
our community
40%
52%
2%
2%
4%
AgreeSomewhat
StronglyAgree
StronglyDisagree
DisagreeSomewhat
Don’t Know
Question 13
Reduction of pollution from cars is very important to me
26%
64%
1%
5%
4%
AgreeSomewhat
StronglyAgree
StronglyDisagree
DisagreeSomewhat
Don’t Know
Question 14
Fresno should strive to incorporate more pedestrian and
bicycle-friendly shopping areas
23%
66%
1%
4%
6%
AgreeSomewhat
StronglyAgree
StronglyDisagree
DisagreeSomewhat
Don’t Know
Question 11
I have no idea where the Fulton Mall is located
1%4%
87%
7%
1%
AgreeSomewhat
StronglyAgree
StronglyDisagree
DisagreeSomewhat
Don’t Know
Question 6
Tax dollars should be provided to improve and renovate
the Fulton Mall
37%
7%
9%
6%
41%
AgreeSomewhat
StronglyAgree
StronglyDisagree
DisagreeSomewhat
Don’t Know
Question 18
I would be willing to pursue a business venture in
Downtown Fresno
26%
64%
1%
5%
4%
AgreeSomew hat
StronglyAgree
StronglyDisagree
DisagreeSomew hat
Don’t Know
90% of respondents said they
would be willing to pursue a
business venture in downtown
Fresno.
78% of respondents agreed
that tax dollars should be
applied to improve the Fulton
Mall.
Revenue Streams
Question 7
All downtown parking should be free to the public
25%
37%
6%
24%
8%
AgreeSomewhat
StronglyAgree
StronglyDisagree
DisagreeSomewhat
Don’t Know
Question 8
Parking in the Downtown Fulton Mall area is currently a
problem
29%
38%
6%
15%
12%
AgreeSomewhat
StronglyAgree
StronglyDisagree
DisagreeSomewhat
Don’t Know
Question 15
I do not visit Downtown Fresno very often because it is not
safe
17%8%
54%
18%
3%
AgreeSomewhat
StronglyAgree
StronglyDisagree
DisagreeSomewhat
Don’t Know
Question 10
Opening car traffic on the Fulton Mall would be
advantageous
11%
11%
38%
20%
20%
AgreeSomewhat
StronglyAgree
StronglyDisagree
DisagreeSomewhat
Don’t Know
Question 16
Installation of surveillance cameras in the Downtown
Fulton Mall would make me more likely to visit there
22%8%
31%
25%
14%
AgreeSomewhat
StronglyAgree
StronglyDisagree
DisagreeSomewhat
Don’t Know
Question 12
Storefront parking is very important to me
18%8%
27%
38%
9%
AgreeSomewhat
StronglyAgree
StronglyDisagree
DisagreeSomewhat
Don’t Know
Question 17
I would be willing to donate personal funds for the
preservation of historic buildings in Downtown Fresno
24%
14%
17%
16%
29% AgreeSomewhat
StronglyAgree
StronglyDisagree
DisagreeSomewhat
Don’t Know
When asked what would most likely influence them to visit downtown
Fresno more frequently, the most common answers included:
• New or Different restaurants
• Educational Institutions
• New shopping boutiques (shops not malls)
When asked what currently brings them to downtown Fresno most often,
the most common answers included:
• City/County services and court/jury
• Library
• Events
The majority of
respondents said they had
been to downtown Fresno
this week.
Limitations• Web-based only
• Posted for one month only
• Notice of the survey was
advertised to limited number of
sources
• English only
• Questions/Answers
Next Steps• More subject focused/in-depth
surveys
• Make future surveys
accessible for more people
• Translated & paper surveys
• Discussion groups/Interviews
with survey participants
Implications of the survey to
Downtown Revitalization
• Strong opinions on most issues
• Strong public interest in revitalization
• Business interest
• Signage implications
– Most claim to know where Fulton Mall is
located.
http://www.bmnetworking.com
Jennifer Jones
The Institute of Public Anthropology
www.csufresno.edu/anthropology/ipa/index.shtml
California State University, Fresno
August 9, 2007
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