1Retailers sell merchandise generally in small quantities to the general public. Approximately one-half of Wickenburg businesses are retailers.

Knowledge of and General Attitudes About Proposed Bypass

Six out of ten residents (60%) indicated they know either a lot (24%) or some (36%) about the proposed bypass while 33 percent indicated they know only a little and seven percent nothing at all. Knowledge of the bypass is higher among the business community with nearly eight out of ten (77%) indicating they know either a lot (34%) or some (43%) about the proposed bypass.

TABLE 1: KNOWLEDGE OF PROPOSED BYPASS

"To begin, over the past year or so there has been discussion about realigning US 60-US 93 so that traffic bypasses Wickenburg. Two primary corridors have been suggested for this bypass, one running southwest and the other running northeast around downtown Wickenburg. Would you say you know a lot, some, only a little or nothing at all about this proposed Wickenburg bypass?"

Continuing with this line of questioning, Table 2 reveals the bypass issue is viewed as either very important or important to Wickenburg by better than nine out of ten residents (94%) and businesses (94%). This pattern is consistent across all resident and business subgroups.

TABLE 2: IMPORTANCE OF BYPASS ISSUE

"How important of an issue do you feel this bypass is to Wickenburg B very important, important, not very important or not at all important?"

~~~~~~~~~~~~~~~

When residents and businesses were asked to indicate if they felt building a bypass around Wickenburg is a good or bad idea, we found that support for a bypass is somewhat stronger among residents than businesses. Thus, 82 percent of residents stated the bypass is a good idea compared to 67 percent of businesses. Further, only eight percent of residents and 18 percent of businesses viewed the bypass as a bad idea.

 TABLE 3: ATTITUDE ABOUT BYPASS

"And do you feel building such a bypass around Wickenburg is a good idea or a bad idea?"

~~~~~~~~~~~~~~~

 While the number of residents and businesses who believe the bypass is a good idea does not drop below a majority within any subgroups, the following variations are revealed in Table 4:

Residents: Support tends to be highest among older residents, home owners and residents who have a high level of knowledge about the bypass.

Businesses: Support tends to be highest among businesses located closer to the proposed northeast route, non-retail businesses and businesses who have a higher level of knowledge about the bypass.

TABLE 4: ATTITUDE ABOUT BYPASS -- DETAIL

~~~~~~~~~~~~~~~

The primary reason that both residents and businesses view the bypass as a good idea is a belief that it will reduce downtown Wickenburg traffic. On the flip side, a perceived negative economic impact on the Wickenburg economy is viewed as the main reason for believing the bypass is a bad idea.

TABLE 5: REASONS BELIEVE BYPASS GOOD/BAD IDEA

 "Why do you feel that way?"

~~~~~~~~~~~~~~~

The final question in this section asked residents and businesses a series of agree/disagree questions regarding various bypass issues. This line of inquiry revealed the following patterns:

• Both residents (77%) and businesses (75%) express a strong desire for a lot more information on the pros and cons of the various bypass routes being considered.
• A majority of both residents (74%) and businesses (65%) do not believe a bypass will have a major negative impact on local business over the long-term (10 - 15 years). The two groups disagree, however, on the short-term (1 - 5 years) impact of a bypass on local business with a majority of residents (52%) believing it will not have a negative impact compared to only 42 percent of businesses who believe it will not (53% believe it will).
• Both residents (62%) and businesses (70%) agree with the position that a bypass will affect them even is it is not built for 10 to 12 years.
• A majority of both residents (63%) and businesses (67%) agree with the position that there should not be a rush to build a bypass, regardless of location.

 TABLE 6: REACTION TO AGREE/DISAGREE STATEMENTS

"Next, I'd like to read you some statements that have been made about the bypass. As I do, please just tell me if you strongly agree, agree, disagree or strongly disagree with each one."

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Attitudes About ADOT's Handling of Bypass Planning Effort

Wickenburg residents and businesses were asked several questions regarding the job ADOT is doing handling the bypass planning effort and whether or not the public is being afforded an adequate opportunity to participate in the process. This line of inquiry revealed the following attitudes among Wickenburg residents and businesses:

• By roughly a two to one ratio, both residents and businesses gave ADOT a satisfactory rating in terms of the job it is doing handling bypass planning efforts. Thus we found 65 percent of residents and 70 percent of businesses with an opinion, giving ADOT positive marks (very satisfied, satisfied) compared to 35 percent of residents and 30 percent of businesses who offer negative marks (not very satisfied, not at all satisfied).

TABLE 7: SATISFACTION WITH ADOT'S

HANDLING OF BYPASS PLANNING

(Among those with an opinion)

"Next, the Arizona Department of Transportation has planning responsibility for the proposed Wickenburg bypass. Would you say you are very satisfied, satisfied, not very satisfied or not at all satisfied with the job the department is doing handling the issue?"

~~~~~~~~~~~~~~~

• Roughly six out of ten residents (59%) and businesses (60%) gave ADOT a positive evaluation (excellent, good) regarding its efforts to gather public input on where to locate a bypass. Conversely, 41 percent of residents and 40 percent of businesses offered a negative evaluation (only fair, poor).

TABLE 8: EVALUATION OF ADOT'S EFFORTS

IN GATHERING PUBLIC INPUT

(Among those with an opinion)

"And would you say the Department has done an excellent, good, only fair, or poor job of gathering public input on where the bypass should be located?"

~~~~~~~~~~~~~~~

• A plurality of residents (42%) and a majority of businesses (53%) believed the decision on where to locate the bypass has already been made and that residents and businesses are not being allowed to play a role in the process.

TABLE 9: ATTITUDES ABOUT PUBLIC'S

ROLE IN BYPASS LOCATION DECISION

(Among those with an opinion)

"Do you feel that Wickenburg (residents/business people) such as yourself are being allowed to play a meaningful role in determining where the bypass should be located, only a limited role in determining where the bypass should be located, or do you feel the decision on where the bypass should be located has already been made?"

~~~~~~~~~~~~~~~

Methods of Gathering Public Input and Disseminating Information on The Bypass Issue

When residents and businesses are probed on the effectiveness of several methods by which ADOT can keep the public informed on the bypass planning process, two of the methods tested received very effective readings from a majority of both residents and businesses.

• Print articles in the Wickenburg Sun updating residents on how the planning process is proceeding (71% residents, 67% businesses).
• Hold public information meetings to update residents on how the planning process is proceeding and allow them to offer their input on the issues (53% residents, 61% businesses).

Two additional methods tested, broadcasting briefing sessions on local public access television and providing an Internet Web Page, are deemed very effective by only about one-quarter or less of residents and businesses.

TABLE 10: EFFECTIVENESS OF VARIOUS METHODS

OF GATHERING PUBLIC INPUT

"Next, there are a variety of ways the Arizona Department of Transportation can keep the public informed on the bypass planning process and gather public input on the issue. I'd like to read you several of the ways, and as I do, please just tell me if you feel each is a very effective, somewhat effective or not very effective way to keep the public involved in the bypass planning effort."

~~~~~~~~~~~~~~~

As a follow-up to the previous question, residents and businesses were asked the likelihood they would personally utilize each of the four methods under discussion. Here we find that disseminating information on the issue via articles in the Wickenburg Sun is by far and away the most popular method with 80 percent of residents and 70 percent of business indicating they would definitely read such articles.

TABLE 11: PERSONAL USE OF VARIOUS

PUBLIC INPUT METHODS

"Now let's go through the list again, but this time tell me if you personally would definitely, probably or probably not do each?"

~~~~~~~~~~~~~~~

Importance of Selected Considerations During Planning Effort

Residents and businesses were asked to rate the importance of considering 11 specific issues during the bypass planning effort. As may be seen on Table 12, residents and businesses concur on the top four issues to be considered, however, in varying rank order:

• The impact of a bypass route on local traffic congestion (1^st among residents and businesses).
• The impact of a bypass route on local driving safety (2^nd residents, 3^rd businesses).
• The impact of a bypass on the quality of life in the Wickenburg area (3^rd residents, 4^th businesses).
• The ease of access to downtown Wickenburg from a bypass route (4^th residents, 2^nd businesses).

While the above four issues rank highest among both residents and businesses, the table also reveals that in no case do any of the seven remaining issues receive a 7-10 rating from less than a majority of either residents or businesses.

Also notice in Table 12, that in only two cases are there major variations in the responses of residents and businesses. Specifically, businesses tend to rate the economic impact of a bypass route on local businesses and the impact of a bypass on long-term area growth of more importance than do residents.

 TABLE 12: IMPORTANCE OF SELECTED

CONSIDERATIONS DURING PLANNING EFFORT

"Next, on a scale of 1 to 10,where 1 means not at all important and 10 means very important, how important do you feel it is to consider each of the following issues during the bypass planning effort"

~~~~~~~~~~~~~~~

When residents were asked if there are any other issues besides the 11 mentioned which should receive consideration, no meaningful suggestions were offered.

Preferred Location of Proposed Bypass

Residents and businesses were next asked several questions on where they would prefer the bypass to be located. Looking first at the issue of whether a bypass should be located close to town or well away from town, we find mixed views among residents and businesses. Thus, we find residents split on the issue (48% close in, 47% well away) and businesses strongly in favor of the close in option, 62 percent vs. 34 percent.

 TABLE 13: PREFERRED BYPASS LOCATION B

CLOSE IN VS. FAR OUT

"Next, which one of the following two statements is closest to your feeling about the proposed bypass?"

~~~~~~~~~~~~~~~

When residents were asked about their preferred bypass corridor, both residents and businesses selected the southwest corridor over the northeast corridor with residents having a particularly strong preference for the southwest corridor B residents 54 percent southwest vs. 27 percent northeast; businesses 48 percent southwest vs. 33 percent northeast.

TABLE 14: PREFERRED BYPASS CORRIDOR B

SOUTHWEST VS. NORTHEAST

"As mentioned earlier, two primary corridors are being considered for the route of a Wickenburg bypass that would be built in the next 10 to 12 years. Both corridors start south of town near the junction of US 60 and State Route 74. The southwest corridor would swing west around town crossing the Hassayampa River, Vulture Mine Road and US 60 and then connect to US 93 north of town. The northeast corridor would swing east around town, crossing Constellation Road, Rincon Road, the Hassayampa River and then connect to US 93 north of town. Would you prefer to see the bypass built on the southwest route or the northeast route I just described, or doesn't it matter to you one way or the other?"

~~~~~~~~~~~~~~~

When corridor preference is analyzed by subgroups, the following patterns are revealed:

Residents: Preference for the southwest corridor tends to increase with age and is highest among homeowners and residents who have a higher level of knowledge about the bypass.

Businesses: Preference for the southwest corridor is highest among businesses located closer to the northeast corridor, non-retail businesses and businesses who have a higher level of knowledge about the bypass.

TABLE 15: PREFERRED BYPASS CORRIDOR -- DETAIL

~~~~~~~~~~~~~~~

After residents and businesses had selected their preferred bypass corridor, they were asked if they would prefer to see their selected corridor located closer in or farther away than currently proposed. As may be seen in Table 16, a majority of both residents and businesses are satisfied with the proposed distance of each of the two corridors from downtown Wickenburg. Note, however, that roughly one-third of businesses indicated a preference for moving each corridor closer to town.

TABLE 16: PREFERRED LOCATION OF SELECTED

BYPASS CORRIDOR

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Reaction To Short-Term Solution To Downtown Traffic

Better than seven out of ten residents (74%) and businesses (73%) believe it is a good idea to consider a short-term solution to address downtown traffic congestion. The primary reasons both residents and businesses believe a short-term solution may be a bad idea is the cost involved and the possibility it may become a permanent solution.

 TABLE 17: ATTITUDE ABOUT SHORT-TERM SOLUTION

TO DOWNTOWN TRAFFIC

"Next, since it would be 10 to 12 years before either of the two bypass routes we just discussed could be built, some people have suggested that an interim, short-term solution to downtown traffic congestion be considered. Do you think this is a good idea or a bad idea?"

"Why do you feel it is a bad idea?"

~~~~~~~~~~~~~~~

Wickenburg Business Patterns

Wickenburg business owners and managers were asked a series of questions regarding their current business pattens and how a bypass might impact these patterns. This line of questioning revealed the following key findings:

• Eighty-four percent of local retailers indicated that at least a portion of their business revenues came from pass through traffic compared to a reading of only 46 percent among non-retail businesses. Also note that nearly one-third of retailers (29%) indicated that 50 percent or more of their business revenues came from pass through traffic.

 TABLE 18: PERCENT OF BUSINESS

REVENUES FROM PASS THROUGH TRAFFIC 

"Next, approximately what percent of your business revenue comes from pass through traffic? That is, from people who do not live in or near the Wickenburg area and are simply driving through to some other destination?"

~~~~~~~~~~~~~~~

When those businesses who reported pass through revenues were asked to indicate what percent of this traffic they would expect to lose if either of the two proposed routes were built, we found that 71 percent of retailers and 48 percent of non-retailers indicated losses if the southwest route were built while 67 percent of retailers and 59 percent of non-retailers indicated losses if the northeast route were built. Also note, in Table 19 that, as might be expected, the percentage of loss correlated directly to the current volume of pass through revenues a business is doing.

 TABLE 19: IMPACT OF ALTERNATIVE ROUTES

ON LOSS OF PASS THROUGH REVENUES

(Among Businesses That Report Pass Through Revenues)

"What percent of your current pass through traffic revenues, if any, do you feel you would lose if the Wickenburg bypass were built along the southwest route?"

"And what percent, if any, do you feel you would lose if it were built along the northeast route?"

~~~~~~~~~~~~~~~

Seventy-seven percent of local retailers and 57 percent of non-retailers indicated that at least some of their customers who do not live in or near Wickenburg travel to the town specifically to visit their establishment.

TABLE 20: PERCENT OF NON-WICKENBURG

CUSTOMERS WHO TRAVEL TO TOWN SPECIFICALLY

TO VISIT BUSINESS

"What percent of your customers who do not live in or near Wickenburg, if any, do you feel travel to Wickenburg specifically to visit your business?"

~~~~~~~~~~~~~~~

Fifty-nine percent of local retailers and 65 percent of non-retailers believe the proposed southwest bypass route would have only a minor or no negative economic impact on Wickenburg businesses while 37 percent of retailers and 32 percent of non-retailers believe it would have a major impact. The readings are nearly identical for the northeast route with retailers offering a minor/no impact reading of 61 percent and non-retailers 64 percent. 

TABLE 21: ECONOMIC IMPACT OF PROPOSED

CORRIDORS ON AREA BUSINESSES

Southwest Route

"Thinking about the overall business community in the Wickenburg area, if the bypass were built along the southwest route, do you feel it would have a major negative, a minor negative or no negative economic impact on area businesses?"

Northeast Route

"And what if the bypass were built along the northeast route, then do you feel it would have a major negative, minor negative or no negative economic impact on area businesses?"

~~~~~~~~~~~~~~~

By far and away, the most common media Wickenburg businesses use to attract pass through customers is newspaper advertising. Additionally, slightly over four out of ten local businesses indicate they do nothing to attract pass through customers.

 TABLE 22: MEDIA UTILIZED TO ATTRACT

PASS THROUGH CUSTOMERS

"Do you rely on any of the following types of media to attract pass through customers to your business?"

~~~~~~~~~~~~~~~

When businesses were asked what they would do if either of the bypasses were built in ten to 12 years and their revenues dropped 50 percent, 34 percent of retailers and 29 percent of non-retailers indicated they would close or sell their business. In comparison, 23 percent of retailers and 33 percent of non-retailers indicated they would relocate.

 TABLE 23: ACTION TAKEN IF BYPASS IMPACTED BUSINESS REVENUES 

"If either of the two bypass routes were built in 10 to 12 years and you discovered that it reduced your business revenues by 50 percent, which of the following things would you do: close or sell your business, relocate your business or do nothing?"

~~~~~~~~~~~~~~~

The key findings of the Wickenburg Visitor Survey are as follows:

• Forty-two percent of visitor trips to Wickenburg originate in metro Phoenix while 20 percent originate in other areas of Arizona and 38 percent are out-of-state visitors. Conversely, 54 percent end in metro Phoenix, 18 percent in other areas of Arizona and 28 percent out of state. Additionally, 76 percent of trips that originate in metro Phoenix also end in metro Phoenix. (Table 24)
• The primary reasons visitors gave for stopping in Wickenburg are sight-seeing (47%) and to eat a meal (20%).
• The most frequently visited businesses by visitors are restaurants/bars (48%), antique shops (22%), gas stations (13%) and museums/galleries (10%). (Table 26)
• Eighty-three percent of visitors indicate Wickenburg was a planned stop on their trip while only 17 percent indicate it was a spur of the moment decision. (Table 27)
• Forty-five percent of visitors were making their first visit to Wickenburg. (Table 28)
• The typical visitor to Wickenburg spends $37 while in town with one out of four (27%) spending $100 or more. (Table 29)
• Nearly six out of ten visitors (58%) indicate they would still have visited Wickenburg on their trip even if it would have taken them an extra 20 minutes to exit a bypass in order to reach the town, 65 percent if an extra 15 minutes, 73 percent if an extra ten minutes and 86 percent if an extra five minutes. Fourteen percent indicate they would not have visited if they would have had to exit a bypass to reach the town. (Table 30)

TABLE 24: TRIP ORIGIN/DESTINATION

"To begin, from where did you start your trip that lead you to Wickenburg today?"

"And where will you end your trip when you leave Wickenburg?"

~~~~~~~~~~~~~~~

 TABLE 25: TRIP PURPOSE

"What was your primary reason for stopping in Wickenburg?"

~~~~~~~~~~~~~~~

TABLE 26: BUSINESSES VISITED

"What businesses, if any, will you visit while you're in Wickenburg?"

~~~~~~~~~~~~~~~

TABLE 27: PLANNED STOP VS. SPUR OF THE MOMENT STOP 

"Was Wickenburg a planned stop on your trip, or did you just stop here on the spur of the moment?"

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TABLE 28: PRIOR VISITATIONS

"Is this the first time you have visited Wickenburg?"

~~~~~~~~~~~~~~~

TABLE 29: WICKENBURG SPENDING

"How much money, if any, do you estimate you will spend in Wickenburg today?"

~~~~~~~~~~~~~~~

TABLE 30: IMPACT OF BYPASS LOCATION ON WILLINGNESS TO VISIT

"Let's assume for a moment that a road was built that swung around Wickenburg and allowed travelers to bypass the town. If this had been the case during your trip to the area, would you still have come to Wickenburg if it would have taken you an extra 20 minutes to exit the bypass in order to reach the town? (CONTINUE TO ASK EACH TIMELINE UNTIL YOU RECEIVE A "YES" RESPONSE OR REACH THE END) How about an extra 15 minutes, etc?"

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METHODOLOGY

The information contained in this report is based on three individual research efforts: 1) a Wickenburg Resident Survey; 2) a Wickenburg Business Survey; and, 3) a Wickenburg Visitor Survey.

Wickenburg Resident Survey

The Wickenburg Resident Survey consisted of 226 in-depth telephone interviews conducted with Wickenburg area heads of household. Respondent selection was accomplished via a computer-generated, random digit dial telephone sample which selects households based on residential telephone prefixes and includes all unlisted and newly listed households. This methodology was selected because it ensures a randomly selected sample of households proportionately allocated throughout the sample universe.

All of the interviewing on this project segment was conducted between February 15 and February 21, 1999 at the Center's central location computer-assisted telephone interviewing (CATI) facility where each interviewer worked under the direct supervision of BRC supervisory personnel. All of the interviewers who worked on this project were professional interviewers of the Center. Each had prior experience with BRC and received a thorough briefing on the particulars of this study. During the briefing, the interviewers were trained on: (a) the purpose of the study; (b) sampling procedures; (c) administration of the questions; and (d) other project-related factors. In addition, each interviewer completed a set of practice interviews to ensure that all procedures were understood and followed.

Interviewing on this study was conducted during an approximately equal cross-section of evening and weekend hours. This procedure was followed to ensure that all households were equally represented, regardless of work schedules. Further, during the interviewing segment of this study, up to five separate attempts, on different days and during different times of day, were made to contact each selected resident. Only after five unsuccessful attempts was a selected household substituted in the sample. Using this methodology, the full sample was completed, and partially completed interviews were not accepted nor counted toward fulfillment of the total sample quotas.

One hundred percent of the completed interviews were edited, and any containing errors of administration were pulled, the respondent re-called, and the errors corrected. In addition, 15 percent of each interviewer's work was randomly selected for validation to ensure its authenticity and correctness. No problems were encountered during this phase of interviewing quality control.

As the data collection segment of this study was being undertaken, completed interviews were turned over to BRC's in-house coding department. The coding department edited, validated and coded the interviews. Upon completion of coding, a series of validity and logic checks were run on the data to insure it was "clean" and representative of the sample universe.

When analyzing the results of this survey, it should be kept in mind that all surveys are subject to sampling error. Sampling error, stated simply, is the difference between the results obtained from a sample and those which would be obtained by surveying the entire population under consideration. The size of sampling error varies, to some extent, with the number of interviews completed and with the division of opinion on a particular question.

The sampling error for this study is approximately +/- 5.0 percent. This sampling error has been calculated at the confidence level most frequently used by social scientists B the 95 percent level. This sampling error figure is an average figure that represents the maximum error for the sample base of 226 (i.e., for the survey findings where the division of opinion is approximately 50%/50%). Survey findings that show a more one-sided distribution of opinion, such as 70%/30% or 90%/10%, are usually subject to slightly lower sampling tolerances.

SAMPLE PROFILE B RESIDENT SURVEY

Wickenburg Business Survey

The Wickenburg Business Survey consisted of 145 in depth interviews conducted with Wickenburg area business owners and managers. Respondent selection was accomplished utilizing the U.S. West Business Database Master File which contains all U.S. businesses. This data base provides information on company name, address, telephone and SIC code (business type).

All of the interviewing on this project segment was conducted between February 15 and February 19, 1999. All of the interviewing was conducted during normal business hours and a total of seven attempts was made to contact each selected business. The margin of error for this project segment is approximately +/- 5.0 percent at a 95 percent confidence level.

SAMPLE PROFILE B BUSINESS SURVEY

Wickenburg Visitor Survey

The Wickenburg Visitor Survey consisted of 199 intercept interviews conducted with Wickenburg visitors. All the interviewing on this project was conducted on Wednesday, February 24 and Saturday, February 27 between 11 a.m. and 3 p.m. in the downtown Wickenburg area by professional interviewers of the Behavior Research Center where all individuals encountered were screened for their residency status.