Professional Documents
Culture Documents
Why People Love Where They Live and Why It Matters: A National Perspective
Knight Communities
overall
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w w w. k n i g h t f o u n d a t i o n . o rg
Copyright 2010 Gallup, Inc. All rights reserved. o n t w i t t e r : # S OT C
At the Knight Foundation, our mission is to create more
informed and engaged communities. We emphasize
transformational projects. The Soul of the Community
project reflects this mission. This study offers leaders
a radically new way to think about their community
and invites creative approaches for improvement. The
report, based on interviews with residents in 26 Knight
communities, proves that a significant connection exists
between residents levels of emotional attachment to
their community and its economic growth. It presents
surprising and nearly universal findings about why
people form lasting emotional bonds to where they live.
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table of contents
Introduction. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4
Overall Findings . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12
Overall Attachment. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12
Key Drivers of Attachment. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12
Who Is Most Attached . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15
Methodology. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 35
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Introduction
On behalf of the John S. and James L. Knight Foundation and Gallup, we are pleased to present the third annual
Soul of the Community report. This study was conducted over three years in 26 cities across the United States
where Knight Foundation is active. It was designed to find out what emotionally attaches people to a community
what makes them want to put down roots and build a life there.
In todays challenging economic climate, community leaders are seeking new ways to attract and retain people,
develop prosperous economies, add intellectual capital, and create jobs. This report provides a fresh perspective
about the current driving factors of passion and loyalty in a community. Most importantly, it represents the voice
of the residents themselves. Gallup gathered insights from nearly 43,000 individuals, and the resulting picture will
help community leaders to answer important questions such as: What makes residents love where they live? What
draws people to a place and keeps them there?
The study provides empirical evidence that the drivers that create emotional bonds between people and their
community are consistent in virtually every city and can be reduced to just a few categories. Interestingly, the
usual suspects jobs, the economy, and safety are not among the top drivers. Rather, people consistently give
higher ratings for elements that relate directly to their daily quality of life: an areas physical beauty, opportunities
for socializing, and a communitys openness to all people.
Remarkably, the study also showed that the communities with the highest levels of attachment had the highest rates
of gross domestic product growth. Discoveries like these open numerous possibilities for leaders from all sectors to
inform their decisions and policies with concrete data about what generates community and economic benefits.
This report is not meant to be prescriptive, but rather to inform and engage leaders in new thinking and action.
We hope you will read it, share it, and discuss with others what it might mean for the future of communities across
our country. Our hope is that this leads to new conversations and partnerships, and new ways for all of us to work
together to increase peoples attachment, to strengthen our cities, and to ensure a brighter future for all people
and communities.
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Community Attachment:
An Emotional Connection
Local GDP Growth by Levels of Community Attachment Gallup research proving the link between
CA Correlation to GDP Growth=.411
CA Correlation to Population Growth=.374
employee engagement in a workplace to
GDP Growth (2006-2009) Population Growth (2006-2009) business outcomes such as productivity,
8 profitability, and employee retention helps
6.7% 6.9%
7 to underscore why emotional attachment
6
5 matters. Just as actively engaged employees
GROWTH
2
2.1%
the success of their organizations, highly
1 0.3%
-0.2%
attached residents are more likely to actively
0
-1
contribute to a communitys growth.
<3.70 3.71-3.84 3.85+
(n=7 communities) (n=9 communities) (n=7 communities)
COMMUNITY ATTACHMENT
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The Relationship to
Community Outcomes
Attachment is also higher when residents agree that their communities provide the social offerings and aesthetics
they enjoy. When residents enjoy their communitys offerings, they are more likely to spend their money on local
activities and businesses, directly benefiting the local economy.
Knight Foundation works in 26 communities where the Knight brothers owned newspapers.
Duluth, MN - MSA
Lexington, KY - MSA
Wichita, KS - MSA
Charlotte, NC - MSA
City of Long Beach, CA - MD
Columbia, SC - MSA Myrtle Beach, SC - MSA
Milledgeville, GA - SA
Columbus, GA - MSA Macon, GA - MSA
Tallahassee, FL - MSA
Very High Urban Density - Very Large Population Biloxi, MS - MSA
Very High Urban Density - Large Population
Very High Urban Density - Medium Population
Community boundaries are based on Bradenton, FL - MSA
High Urban Density - Medium Population government geography definitions. Palm Beach, FL - MD
Medium/Low Urban Density - Medium/Low Population MSA = Metropolitan Statistical Area Miami, FL - MD
MD = Metropolitan Division
SA = Micropolitan Statistical Area
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Highly attached residents are more
likely to see their communities as
being open to many kinds of people.
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How Gallup Found the
Factors With the Strongest
Links to Attachment
To find out what drives attachment, Gallup asked residents five questions examining their
level of attachment to their community and then asked them to rate various aspects of the
community such as basic services, the local economy, social offerings, and openness.
Gallup then analyzed the relationship between the overall level of community attachment
and residents perceptions of aspects of the community itself to reveal the strongest links.
The greater the correlation between attachment and a given factor, the stronger the link.
Using this analysis, Gallup ranked the aspects of communities that have the strongest links
to attachment, understanding that even small differences can be very meaningful.
*The higher the correlation, the more closely the attribute is related to attachment.
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What Matters Most
What attaches residents to their communities doesnt
change much from place to place. While one might Key Drivers of Attachment
Social Offerings
expect the drivers of attachment would be different in 2010
Aesthetics
Openness
drivers of attachment differ little across communities.
Whether you live in San Jose, Calif., or State College,
Pa., the things that connect you to your community are
generally the same. Knight Community Attribute Rank in 2010
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Overall findings
Overall Attachment
Residents of the Knight communities have expressed a comparable level of overall attachment to their
communities in each year of the study. The 2010 mean score of 3.57 out of a possible 5.00 compares with a score
of 3.58 in 2009 and 3.56 in 2008. Results reflect surveys conducted in the 26 Knight communities.
The surveyed communities social offerings, openness, aesthetics, and education are, in that order, most likely to
influence residents attachment to their communities in 2010. Generally, these factors have been in the top four
each year of the study.
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Openness: Residents overall ratings Openness
of their communities openness in
Mean
2010 is on par with results in 2009 and 2008 2009 2010
2008. About one-quarter say their 1.71 1.72 1.72
communities are good places for older Percentage of Residents Rating Openness Highly
50%
people, families with young children, 2008 2009 2010
young adults without children, and racial 40%
and ethnic minorities. Residents are
relatively more negative about whether 30%
25%
25%
25%
25%
24%
24%
22%
22%
21%
21%
21%
their communities are good places
20%
20%
20%
20%
20%
19%
18%
20%
16%
15%
for immigrants and gays and lesbians.
13%
12%
However, residents are more likely in 2010 10%
of parks, playgrounds, and trails in their Percentage of Residents Rating Aesthetics Highly
communities positively. They are slightly
2008 2009 2010
less positive about the beauty or physical 50%
setting of their communities, with more
40%
than one-third giving positive ratings. 40%
36%
38%
36%
38%
34% 35% 35%
34%
30%
20%
10%
0%
Parks, Playgrounds, and Trails Beauty or Physical Setting Overall Aesthetics
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Education: Education tends to be one Education
of the higher rated key attachment
Mean
drivers in the Knight communities, with 2008 2009 2010
residents almost always rating the quality 1.96 1.97 1.96
on par with last year. But less than one- 31% 31% 31%
30%
quarter of residents rate the quality of
22% 22% 22%
their communities K-12 public schools 20%
highly. Nearly half rate their K-12 public
schools poorly, and these views have only 10%
0.6
Economy 2010
Economy 2009
0.3
Safety 2010
0.2 Safety 2009 Social Capital 2009
Social Capital 2010
0.1
Involvement 2010
Involvement 2009
0.0
1.25 1.45 1.65 1.85 2.05 2.25 2.45
Performance Rating
Drivers positioned farther up are more influential in causing emotional attachment. Drivers positioned farther to the right
are rated by respondents as being better performing in a community. A driver that is both influential in causing emotional
attachment and not rated as well performing (i.e., one that is positioned in the top left quadrant) represents an area of
opportunity as an improvement in performance will have a particularly high impact on improving emotional attachment.
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Who Is Most Attached
4.50
3.00
2.50
2.00
1.50
1.00
City Non-City Knight Communities
OVERALL
4.50
3.00
2.50
2.00
1.50
1.00
18-34 35-54 55-64 65+ Knight
Communities
OVERALL
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Community Tenure: Residents who have lived in Income: Attachment tends to increase with
the Knight communities for three to five years tend income. Knight community residents with annual
to be the most attached. However, the newest household incomes of $75,000 or more tend to be
arrivals tend to be the least attached. the most attached.
4.50 4.00
3.66 3.65 3.68
3.47 3.54 3.50 3.47 3.59 3.51 3.50 3.48 3.59 3.56 3.58 3.57
4.00 3.50
3.72 3.65 3.68 3.63 3.66 3.63
3.53 3.46 3.49 3.52 3.56 3.55 3.56 3.58 3.57 3.00
3.50
3.00 2.50
2.50 2.00
2.00 1.50
1.50 1.00
Less Than $25,000- $45,000- $75,000 Knight
1.00 $25,000 $44,999 $74,999 or More Communities
Less Than 3 3-5 Years 6-19 Years 20+ Years Knight OVERALL
Years Communities
OVERALL
4.50
4.00
3.75 3.66 3.65 3.56
3.67 3.62 3.56 3.58 3.59 3.56 3.58 3.57
3.50 3.43 3.51 3.49
3.00
2.50
2.00
1.50
1.00
Hispanic White Black All Other Knight
Non-Hispanic Non-Hispanic Ethnicities Communities
OVERALL
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Implications for
the Knight Communities
The implications below reflect the findings from 26 Knight communities, which vary in size and demographics.
However, what we learned about the universal importance of three factors social offerings, openness, and
aesthetics is valuable to leaders anywhere who seek fresh perspectives to improve their communities.
Residents surveyed continue to be proud of their Residents mixed responses about their communities
communities parks, playgrounds, and trails. The openness could be inhibiting their desires to stay in
Knight communities should continue to maintain and their community and to recommend it to others. Active
promote these offerings, so that even greater numbers and visible efforts to promote tolerance and diversity
of residents feel positively about them. Doing so within the communities could improve the perception
by way of social offerings that promote diversity that the communities are welcoming places for all
could also help communities improve on several groups, which will also help to attract a larger cross
dimensions, maximizing the gains for community section of individuals to the communities.
attachment overall.
Because the Knight communities also tend to
Residents continue to give high ratings for their struggle with the perception that people in the
communities colleges and universities. The community care about each other, events that
communities should continue to promote higher bring people together to foster more interaction and
education offerings among a broader audience and understanding are likely to have a compounding effect
perhaps use these positive perceptions to improve on community attachment.
education at the elementary and secondary levels.
Leaders also have much to gain by improving
Doing so could also help communities to attract and
perceptions of the quality of K-12 education in their
retain young adults and families with young children.
communities. Not only will this increase attachment
Social offerings are an overall positive for the Knight overall, but a more positive view of public schools can
communities, with residents particularly positive also help attract families that will help raise the next
about the availability of arts and cultural opportunities generation of talent in the communities.
and social community events. Further investment in
these areas of clear value to residents will help the
communities to achieve higher levels of attachment.
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Snapshots of
the Knight Communities
The following pages contain brief data highlights for each of the 26 communities in the study.
For detailed results by community, please visit www.soulofthecommunity.org.
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Aberdeen, South Dakota
100%
Aesthetics 5 3 2
28.2% Basic Services 6 6 5
33.3% 31.7%
80% Economy 7 7 7
60%
Education 3 4 4
43.5%
40.7% Involvement 10 10 10
41.7%
40% Leadership 4 5 6
20%
Openness 2 2 3
28.3% 25.0% 27.6%
Safety 9 8 8
0% Social Capital 8 9 9
2008 2009 2010
Social Offerings 1 1 1
For detailed results for Aberdeen, Opportunities (strong link to attachment, low performance)
visit www.soulofthecommunity.org/aberdeen. Strengths (strong link to attachment, high performance)
Akron, Ohio
100%
Aesthetics 1 2 2
19.0% 18.9% 17.6% Basic Services 5 5 5
80% Economy 7 7 7
30.1% 34.4%
60%
33.7% Education 4 4 4
Involvement 10 10 10
40% Leadership 6 6 6
50.9%
20%
47.4% 48.0% Openness 3 3 3
Safety 8 8 8
0% Social Capital 9 9 9
2008 2009 2010
Social Offerings 2 1 1
For detailed results for Akron, Opportunities (strong link to attachment, low performance)
visit www.soulofthecommunity.org/akron. Strengths (strong link to attachment, high performance)
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Biloxi, Mississippi
Boulder, Colorado
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Bradenton, Florida
100%
Aesthetics 1 2 2
Basic Services 5 5 5
35.4% 39.3%
80% 42.6%
Economy 7 7 7
60%
Education 4 4 4
30.2% Involvement 10 10 10
34.1%
40% 32.8%
Leadership 6 6 6
20%
Openness 3 3 3
34.5%
24.6% 26.6%
Safety 8 8 8
0% Social Capital 9 9 9
2008 2009 2010
Social Offerings 2 1 1
For detailed results for Bradenton, Opportunities (strong link to attachment, low performance)
Strengths (strong link to attachment, high performance)
visit www.soulofthecommunity.org/bradenton.
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Columbia, South Carolina
Columbus, Georgia
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Detroit, Michigan
100%
Aesthetics 4 3 4
11.8% 13.6% 12.4%
Basic Services 5 6 5
80% 24.8% Economy 7 7 7
27.6% 26.9%
60%
Education 3 4 3
Involvement 10 10 10
40% Leadership 6 5 6
63.4% 60.8%
58.7%
20%
Openness 1 1 2
Safety 8 8 8
0% Social Capital 9 9 9
2008 2009 2010
Social Offerings 2 2 1
For detailed results for Detroit, Opportunities (strong link to attachment, low performance)
Strengths (strong link to attachment, high performance)
visit www.soulofthecommunity.org/detroit.
Duluth, Minnesota
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Fort Wayne, Indiana
Gary, Indiana
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Grand Forks, North Dakota
100%
Aesthetics 5 3 2
28.8%
Basic Services 6 6 5
36.4% 35.4%
80% Economy 7 7 7
60%
Education 3 4 4
41.3% Involvement 10 10 10
43.6% 44.2%
40% Leadership 4 5 6
20%
Openness 2 2 3
29.9%
20.1% 20.4% Safety 9 8 8
0% Social Capital 8 9 9
2008 2009 2010
Social Offerings 1 1 1
For detailed results for Grand Forks, Opportunities (strong link to attachment, low performance)
Strengths (strong link to attachment, high performance)
visit www.soulofthecommunity.org/grand-forks.
Lexington, Kentucky
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City of Long Beach, California
Macon, Georgia
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Miami, Florida
100%
Aesthetics 4 3 4
22.6% 27.4% 23.0% Basic Services 5 6 5
80% Economy 7 7 7
60%
32.4% 30.9% Education 3 4 3
32.8%
Involvement 10 10 10
40% Leadership 6 5 6
20%
45.0% 39.7%
46.1% Openness 1 1 2
Safety 8 8 8
0% Social Capital 9 9 9
2008 2009 2010
Social Offerings 2 2 1
For detailed results for Miami, Opportunities (strong link to attachment, low performance)
Strengths (strong link to attachment, high performance)
visit www.soulofthecommunity.org/miami.
Milledgeville, Georgia
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Myrtle Beach, South Carolina
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Philadelphia, Pennsylvania
100%
Aesthetics 4 3 4
22.4% 18.5% 21.2% Basic Services 5 6 5
80% Economy 7 7 7
60% 36.7%
38.5% 37.4% Education 3 4 3
Involvement 10 10 10
40% Leadership 6 5 6
20% 40.8% 43.1% 41.4% Openness 1 1 2
Safety 8 8 8
0% Social Capital 9 9 9
2008 2009 2010
Social Offerings 2 2 1
For detailed results for Philadelphia, Opportunities (strong link to attachment, low performance)
Strengths (strong link to attachment, high performance)
visit www.soulofthecommunity.org/philadelphia.
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St. Paul, Minnesota
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Tallahassee, Florida
100%
Aesthetics 3 4 2
30.2% 26.9% Basic Services 5 3 4
32.5%
80% Economy 6 7 6
60%
Education 3 5 5
34.8% 41.3% 34.9% Involvement 10 10 10
40% Leadership 7 6 7
20%
Openness 2 2 2
35.0% 31.9% 32.6%
Safety 8 8 9
0% Social Capital 9 9 8
2008 2009 2010
Social Offerings 1 1 1
For detailed results for Tallahassee, Opportunities (strong link to attachment, low performance)
Strengths (strong link to attachment, high performance)
visit www.soulofthecommunity.org/tallahassee.
Wichita, Kansas
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The 26 Knight communities are grouped based
on their population size and density. This
section summarizes results for the groups of
comparable communities.
40%
61%
50%
20% 41% 46%
0%
Knight
Philadelphia, PA Miami, FL Detroit, MI
Communities
Note: Due to rounding, the percentages may add up to 100% 1%. OVERALL
60% 39%
34% 44% 41%
43%
40%
0%
St. Paul, Charlotte, Palm Beach, San Jose, Knight
MN NC FL CA Communities
Note: Due to rounding, the percentages may add up to 100% 1%. OVERALL
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COMPARISON GROUP OVERALL COMPARISON GROUP OVERALL
Community Attachment Community Attachment
MEDIUM POPULATION VERY HIGH URBAN DENSITY MEDIUM POPULATION HIGH URBAN DENSITY
2010 3.98 3.97 3.99 3.41 2.80 3.56 2010 3.86 3.83 3.85 3.69 3.73 3.77
2009 4.04 3.92 3.89 3.42 2.80 3.53 2009 3.84 3.78 3.89 3.78 3.50 3.74
2008 3.79 3.91 3.84 3.40 2.90 3.51 2008 3.80 3.72 3.87 3.77 3.73 3.78
48%
41% 20% 38%
20% 27% 31% 33% 28% 34% 34%
22% 21%
0% 0%
Knight Knight
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2009 3.91 3.87 4.00 3.69 4.03 3.79 3.87 3.22 3.64 3.73
2008 3.84 3.96 3.90 3.65 3.80 3.89 3.89 3.49 3.60 3.77
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Methodology
The Gallup study is a 15-minute phone survey
conducted in the 26 communities the John S.
and James L. Knight Foundation serves. The
survey is available in English and Spanish,
and both landlines and cell phones are called.
36
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mm Copyright 2010 Gallup, Inc. All rights reserved.