1. Marketing Trails in Green Spaces Trailhead Conference June 21, 2010 Donald May, Past President Parks and Recreation Ontario

2. Parks & Recreation Ontario Benefits Research April 2010 2 Agenda 1.Background to Benefits 2.Context and Process for Research 3.Key Results in Parks and Recreation 4.Strategies and Implications for Ontario

3. Parks & Recreation Ontario Benefits Research April 2010 3 Benefits Study Purpose and Objectives 1.Provide current Ontario specific base line data 2.Measure changes in behaviour, attitudes and perceptions of residents over past ten years 3.Enhance advocacy initiatives of PRO 4.Service to PRO members, stakeholders and communities 5.Demonstrate to partners and stakeholders the relevance of recreation and parks as a tool for community and social development

4. Parks & Recreation Ontario Benefits Research April 2010 4 Research Process 1.Ministry of Health Promotion support 2.Research Steering Committee 3.Replicates 1996 Study 4.Data Collection- Opinion Search- Random Phone Survey 5.Representative Sample N=1056 +(-) 3% 6Harper & Godbey: Analysis, Cross Tabs and Banners

5. Parks & Recreation Ontario Benefits Research April 2010 5 Key Research Questions 1. What effect does time use, pace of life and the value of leisure versus work have on the attitudes and perceptions of Ontario residents regarding the use and benefit of recreation and parks? 2. Who do Ontario residents rely on to provide recreation and parks services and what role do public, private and non-profit service providers play in the community recreation system? 3.What benefits do Ontario residents associate with the existence of local government parks and recreation departments?

6. Parks & Recreation Ontario Benefits Research April 2010 6 Key Research Questions 4.Are benefits perceived differently at the individual, household and community levels and what is their relative strength of importance? 5.What contribution does local government parks and recreation services make to improved health, mitigation of social problems, environmental protection and community development? 6.What effects would the removal of local parks and recreation services have on individuals, households and communities? 7.How much are people willing to pay for local parks and recreation services and how is this value related to the use of such services and their perceived benefits?

7. Parks & Recreation Ontario Benefits Research April 2010 7 Key Research Questions 8.What effect does socio-economic, demographic, reported health status, life satisfaction and happiness have on recreation participation, park use and perceived benefits? 9.What impact does poverty and disability have on the use and benefits of parks and recreation services? 10. What implications do the results of this study present for recreation service providers including local government authorities, private and non-profit sector agencies provincial government departments and Parks and Recreation Ontario?

8. Parks & Recreation Ontario Benefits Research April 2010 8 Time Use and Value of Recreation In 1996, 23% reported having more time 33% same amount of time 45% had less time Alberta: 41% less Time (2007)

9. Parks & Recreation Ontario Benefits Research April 2010 9 In 1996, 32% always felt rushed 53% sometimes did, and 15% almost never felt rushed Alberta: 30% Always rushed Pace of Life

10. Parks & Recreation Ontario Benefits Research April 2010 10 Work and Leisure

11. Parks & Recreation Ontario Benefits Research April 2010 11 Local Park Supply, Use & Benefits Analysis of Individual, Household & Community

12. Parks & Recreation Ontario Benefits Research April 2010 12 Distribution & Proximity In 1996, 90% of respondents lived within walking distance of a park

13. Parks & Recreation Ontario Benefits Research April 2010 13

14. Parks & Recreation Ontario Benefits Research April 2010 14

15. Parks & Recreation Ontario Benefits Research April 2010 15

16. Parks & Recreation Ontario Benefits Research April 2010 16

17. Parks & Recreation Ontario Benefits Research April 2010 17

18. Parks & Recreation Ontario Benefits Research April 2010 18 Recreation Service Providers, Participation & Benefits

19. Parks & Recreation Ontario Benefits Research April 2010 19

20. Parks & Recreation Ontario Benefits Research April 2010 20 In 1996, 29% of respondents had started a new activity

21. Parks & Recreation Ontario Benefits Research April 2010 21 What recreational activity or Activities have you begun? 21% Working out/exercising 14% Skiing/x-country/snowboard 8% Swimming 7% Jog/run 6% Team sports 6% Walking 5% Dancing 5% Skating 4% Tennis/badminton/squash 4% Yoga/pilates

22. Parks & Recreation Ontario Benefits Research April 2010 22

23. Parks & Recreation Ontario Benefits Research April 2010 23 What activities did you take part in? 35% Festivals & cultural events 23% Swimming/water park 10% Hockey 10% Skating 9% Soccer 7% Working out/exercise 6% Walking 5% Baseball/softball 5% Camping 4% Hiking

24. Parks & Recreation Ontario Benefits Research April 2010 24

25. Parks & Recreation Ontario Benefits Research April 2010 25 Why have you NOT participated? 23% Not enough time/busy 23% Not at all interested 16% Not aware of activities 9% Participate in other activities 7% Schedules not convenient 6% Few activities/little variety provided 5% Disability prevents participation 4% Age (too old, or activities for younger) 2% Lack of transportation 2% Cost of activities 2% Health reasons

26. Parks & Recreation Ontario Benefits Research April 2010 26

27. Parks & Recreation Ontario Benefits Research April 2010 27 Recreation Participation & Benefits: Community

28. Parks & Recreation Ontario Benefits Research April 2010 28

29. Parks & Recreation Ontario Benefits Research April 2010 29 Need for Recreation & Parks Services

30. Parks & Recreation Ontario Benefits Research April 2010 30 If there were no public parks, programs or facilities, effect this would have on respondents and their household 28% of respondents said there would be no effect. Of the 72% who said it would affect them and their household:

31. Parks & Recreation Ontario Benefits Research April 2010 31 If there were no public parks, programs or facilities, what effect this would have on the community 5% of respondents said there would be no effect. Of the 95% who said there would be an effect on their community:

32. Parks & Recreation Ontario Benefits Research April 2010 32 Opinions, Attitudes & Strategic Issues

33. Parks & Recreation Ontario Benefits Research April 2010 33

34. Parks & Recreation Ontario Benefits Research April 2010 34

35. Parks & Recreation Ontario Benefits Research April 2010 35

36. Parks & Recreation Ontario Benefits Research April 2010 36

37. Parks & Recreation Ontario Benefits Research April 2010 37

38. Parks & Recreation Ontario Benefits Research April 2010 38 Willingness to Pay for Recreation Benefits

39. Parks & Recreation Ontario Benefits Research April 2010 39 On average, people in Ontario pay about $150 per person annually in local taxes for recreation park services. Are these services worth $150 per person per year? 81% YES 19% NO This is similar to the results of the 1996 study, in which 83% of respondents felt their recreation services were worth the average tax rate.

40. Parks & Recreation Ontario Benefits Research April 2010 40 On average, people in Ontario pay about $150 per person annually in local taxes for recreation park services. Are these services worth $150 per person per year? 81% YES 19% NO

41. Parks & Recreation Ontario Benefits Research April 2010 41

42. Parks & Recreation Ontario Benefits Research April 2010 42 Alberta= 7.7

43. Parks & Recreation Ontario Benefits Research April 2010 43 World Wide Happiness Study (2007). Max & Sterling 1st Danes8.2 Canada7.6 USA7.4 Alberta7.9

44. Parks & Recreation Ontario Benefits Research April 2010 44

45. Parks & Recreation Ontario Benefits Research April 2010 45 Does anyone in the household have a disability? 18% YES (N=180) 82% NO 19% Mental health disability 81% Physical disability

46. Parks & Recreation Ontario Benefits Research April 2010 46 Does anyone in the household have a disability? 18% YES 82% NO

47. Parks & Recreation Ontario Benefits Research April 2010 47 Does anyone in the household have a disability? 18% YES 82% NO

48. Parks & Recreation Ontario Benefits Research April 2010 48 Highlights and Implications 8 out of 10 households make use of public parks 90% recognize that parks contribute to environmental stewardship Research provides support for evidence- based planning and decision making Benefits report is an advocacy tool Allen Gregg 2007 – trails / green space Challenge is keeping the T front and centre in Government policy & funding

49. Parks & Recreation Ontario Benefits Research April 2010 49 Highlights and Implications Basis in 2010 municipal elections Emerging in master plans / visions Substantiates the Ontario Community Recreation Policy Aligns P and R with Public Health Supports Ontario Charter Basis for affordable access policy Use 2015 to leverage legacies

50. Parks & Recreation Ontario Benefits Research April 2010 50 Aligning Legislation and Policy MHP Health Promotion & Protection Act Tourism & Recreation Act 1987 Recreation Policy Statement Public HealthRecreation & Sport Public Health Standards New Recreation Policy Statement Healthy Communities Strategy Healthy Eating Recreation & Sport TobaccoSubstance Abuse Mental Health Injury Prevention Municipal Act

51. Parks & Recreation Ontario Benefits Research April 2010 51 Policy Alignment with Benefits

52. Parks & Recreation Ontario Benefits Research April 2010 52 Repositions Recreation and Parks Important in work-life balance Ontarians seek opportunities in communities Accessibility to everyone is fundamental Ontarians benefit Strong willingness to pay Wider benefits understood Public space vital to community health Participation a key determinant of Q of L Local services impact community and social development

53. Where do we go from here? More research to quantify the benefits of recreation / open space /increased activity Collaboration Common messaging and strategies Recognize that changing society values is difficult Parks & Recreation Ontario Benefits Research April 2010 53

54. Parks & Recreation Ontario Benefits Research April 2010 54