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Gateway Sign StudyPreliminary Results
City of Cedar Rapids
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Purpose
Understand what respondents feel is important to portrayto residents and visitors through a welcome sign
Determine which materials and styles appeal torespondents
Gather input on which type of signs people liked mostand why
Identify patterns among the top five favored photos
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Methodology
Web-based survey
Respondent profile:
Linn County and surrounding areas
18 years and older
Survey was launched on December 1 and remained openuntil December 19
Total completes = 510
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Almost two-thirds came from Cedar Rapids.
1%
2%
5%
10%
19%
63%
Robins
Hiawatha
Other Linn County City
Marion
Outside of Linn County
Cedar Rapids
City of Residence
n=510
S1. In which city do you reside?
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2%
13%
16%
29%
40%
Downtown
Northwest side
Southwest side
Southeast side
Northeast side
Area of Cedar Rapids
n=321
S2. Which of the follow best describes where you live?
All quadrants represented.
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n=510
Male43%
Female57%
Gender
57% female
43% male
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1%
8%
20%
26%
22%
22%
Prefer not to answer
65 or older
55-64
45-55
35-44
18-34
Age
n=510
S5. What is your current age?
Good representation from all age groups.
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1%3%
20%
8%40%
12%
14%
3%
Prefer not to answer PhD
Graduate school degree
Some graduate schoolFour-year college degree
Two-year college or technical school degree
Some college or technical school
High school graduate
Level of Education
n=510
S5. What was the last level of education that you completed?
Sample is well educated.
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3%
1%
2%
3%
6%
9%76%
Prefer not to answer
Seeking employment
Student
Stay-at-home parent/homemaker
Employed part-time
RetiredEmployed full-time
Employment Status
n=510
S7. Which of the following best describes your current employment situation?
Over three-fourths employed full-time.
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13%19%
15%
15%15%
12%
9%
2%
Prefer not to answer $125,000 or more
$100,000 to $124,999
$80,000 to $99,999$60,000 to $79,999
$40,000 to $59,999
$20,000 to $39,999
Less than $20,000
Employment Status
n=510
S8. Which of the following categories best describes your annual household income before taxes?
Representation from all income levels.
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Findings
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3%3%3%
4%4%
6%7%
8%10%
12%15%
18%
DirtyHard workingConservative
Small townBoring
Good/great place to liveFamily-friendly
Friendly2008 floodBlue collar
SmellsIndustrial
Perceptions People have about Cedar Rapids
n=510
Q1. What is the main perception people have about Cedar Rapids? [OE]
Industrial, smelly and blue-collar were top perceptions,but there was no consensus.
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2%
7%
7%
9%
9%
10%
11%
11%
12%
13%
14%
Thriving
Safe
Diverse
Welcoming
Clean
Great place to live
Family-friendly
Virbrant city
Cultural
Progressive/Innovative
Friendly
Image that Should be Portrayed
n=510
Q2. What image would you want portrayed to residents and visitors coming to Cedar Rapids? [OE]
Friendly, progressive and cultural were preferred
messages, but there was not a consensus.
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3%5%
6%
6%
7%
16%
16%
17%
25%
Environmental friendlyBrick
LED
Steel
Wood
Metal
Colorful
Lighted
Stone
Materials
n=510
Q3. Imagine you are driving into Cedar Rapids and you see a sign welcoming residents and visitors to thecity. What does it look like? Please be specific, noting the style and materials used. [OE]
A quarter of respondents mentioned the signshould include stone.
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4%
5%
8%
11%
13%
Grant Wood
Classic
River scene
Five Seasons
Modern
Style, Theme or Message
n=510
Q3. Imagine you are driving into Cedar Rapids and you see a sign welcoming residents and visitors to thecity. What does it look like? Please be specific, noting the style and materials used. [OE]
There was less agreement about the theme, style or message.
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n=510
Q4. There are many things to take into consideration when designing a sign. Please rate how important you believe each of the following to be for a welcome sign, where 1 is not at all important and 5 is very important.
Readability from the road is most important.
4.19
4.28
4.47
4.57
4.59
4.87
1 2 3 4 5
Materials
Colors
Style
Size
Lighting
Readable from road
Importance
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n=510
Q15. Here are your top choices from the previous screens. Which of these signs are your top five favorites?Please rank the signs from 1 to 5, where 1 is most preferred and 5 is least preferred. [RANKING]
Dodge City was the preferred sign.
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n=510
Q15. Here are your top choices from the previous screens. Which of these signs are your top five favorites?Please rank the signs from 1 to 5, where 1 is most preferred and 5 is least preferred. [RANKING]
Evanston was a close second.
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n=510
Q15. Here are your top choices from the previous screens. Which of these signs are your top five favorites?Please rank the signs from 1 to 5, where 1 is most preferred and 5 is least preferred. [RANKING]
Barrie came in third.
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n=510
Q15. Here are your top choices from the previous screens. Which of these signs are your top five favorites?Please rank the signs from 1 to 5, where 1 is most preferred and 5 is least preferred. [RANKING]
Bella Villaggio came in fourth.
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n=510
Q15. Here are your top choices from the previous screens. Which of these signs are your top five favorites?Please rank the signs from 1 to 5, where 1 is most preferred and 5 is least preferred. [RANKING]
In fifth place, was the Iowa City sign.
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n=510
Q16. What is it about each of the signs that led you to rank them in the following order?Please be as specific as possible. [OE]
sign is eye-catching, easy-to-readand unique to the city.
Eye-catching
city's past. Readability. Great
Easy-to-readBrilliant concept... the name says
it all-very easy to read, and
Representative of city
Unique
American in design....offers a hint as to the history of the area....looks
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n=510
Q16. What is it about each of the signs that led you to rank them in the following order?Please be as specific as possible. [OE]
sign offers stone, substantial size, nicelandscaping and a natural setting.
Stone
the large size. The landscaping isnice, and the thing on the top addsinterest. Looks modern & classy
Size
Large sign - brick - like the
Landscapingmodern without being too funky. I also really like the landscaping. I would think that Evanston is a
Natural
stylish, but made of natural materials so still looks
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n=510
Q16. What is it about each of the signs that led you to rank them in the following order?Please be as specific as possible. [OE]
Color, size and uniqueness define sign.
Colorful
and feel along with the colorful
Easy-to-read
Size
Uniqueyou by the eyes - the flowers must be a great supplement to the visual
cookie cutter. Great colors & use of
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n=510
Q16. What is it about each of the signs that led you to rank them in the following order?Please be as specific as possible. [OE]
Bella Villaggio offers a classic, cleanand modern option.
Classic
can be planted through out the year
and a nod to the culture of the
Clean
font that has a bit of flair but still easy to read set off by simplelandscaping makes for a nice
Font
sign and that the lettering appears
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Conclusions
Message to portray to residents and visitors througha welcome sign
Convey to residents and visitors that Cedar Rapids is a friendly,
progressive and cultural city.Appealing materials and styles
StoneLighting
ModernSize - readable from road
Favorite signs to use as guiding examplesDodge CityEvanstonBarrieBella VillaggioIowa City
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Conclusions
Reasons signs are preferred/patterns among favoredphotos
Common material elements of top five signs:Eye-catchingEasy-to-readColorfulLandscaped
Large in sizeLightedBrick/stone
Common message elements of top five signs:Unique to cityRepresentative of city
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