PREPARED FOR:

1
THE JEFFERSON MEMORIAL FOREST AWARENESS, IMAGE
AND OPPORTUNITIES AN ONLINE STUDY OF NEWSLETTER
RECIPIENTS
PREPARED FOR Jones Jones Architects and
Landscape Architects, Ltd. 105 South Main
Street, Suite 300 Seattle, WA 98104-3474
PREPARED BY Horizon InForm 100 Mallard Creek
Road Suite 200 Louisville, KY 40207
MAY 2008
2
TABLE OF CONTENTS
Page 3 7 10 14 23 34
Overview and Implications Objectives, Profile and
Methodology Activities in the Marketplace Awarenes
s and Usage Image and Opportunities Related Topic
3
OVERVIEW AND IMPLICATIONS

• In March of 2008, a survey of over 2,000 local
  residents was conducted by Horizon InForm over
  the Internet using a proprietary Platinum Panel
  of over 10,000 local residents. The results
  offered insight into the broader Louisville
  communitys awareness, image and usage of the
  Jefferson Memorial Forest. Those finding are
  reported under separate cover.
•  
• The convenience of the Internet research design
  lent itself to another opportunity as well. The
  Metro Parks Department maintained its own list of
  individuals who had signed up for newsletters and
  other information about the Jefferson Memorial
  Forest. These advocates of the Forest were
  invited through e-mails (when available) and via
  an invitation in a newsletter to go to the survey
  site and complete the 12 minute survey.
•  
• A total of 164 people accepted the invitation and
  completed the survey between April 5 and April
  15, 2008.
•  
• Obviously they were unique individuals
  especially in their relationship to the Jefferson
  Memorial Forest. As such their results are
  published separately here and can be compared
  with the general population findings. A quick
  review of the two reports suggests the following
  demographic differences
•  
• The newsletter advocates were slightly older
  than the general population and more likely to be
  
• from the southern parts of the Metro Louisville
  area including Bullitt County.
•  

4
OVERVIEW AND IMPLICATIONS (CONTINUED)

• There were far less advocates in Southern
  Indiana and a few less from the eastern parts of
  the
• Metro area. However the latter was not
  dramatic a difference of maybe five points.
•  
• What mostly discriminates this group from the
  general population of respondents was their
  intense interest in hiking, camping and
  particularly the longer challenging hikes and the
  more rustic camping alternatives. Indeed, that
  in a few words may describe the differentiating
  aspect of the Forest from so many other
  alternatives in the local and regional area. It
  clearly defined the newsletter advocates.
•  
• These connected people were not very different
  when it came to popular activities like relaxing
  at a park, picnicking, and taking children to
  public play areas. However, when the activities
  became more physically challenging one could see
  dramatic differences.
•  
• About 56 percent of the general population said
  they enjoyed hikes on short nature trails. Over
• 80 percent of those from the newsletter sample
  said they enjoyed such an activity. In fact the
• differences got most dramatic when long
  challenging hikes on nature trails became the
  topic of
• conversation. There was a 42 point spread
  between the two. (General population 25 percent
• Newsletter respondents 67 percent.)
•  
• Overnight camping and canoeing were also enjoyed
  at considerably different levels, thus
• reinforcing the active nature of the
  newsletter respondents.
•  

5
OVERVIEW AND IMPLICATIONS (CONTINUED)

• These subscribers were also much more
  environmentally aware and active than the general
  population. They were much more likely to enjoy
  wildlife watching, study about nature and the
  environment, volunteer for some green activity
  or attend an environmental workshop.
•  
• Obviously these respondents were much more aware
  of the Jefferson Memorial Forest as a place for
  such vigorous activities. Not so for Bernheim
  Forest which they might consider a much more
  passive and relaxing environment than challenging
  and intense. Only 13 percent said they could find
  such activities at Bernheim compared to the
  Forest. Otter Creek may be a closer alternative
  in their minds.
•  
• Because they are outdoor people, it was not
  surprising to see their high awareness of parks
  in general and a very discriminating set of
  expectations for them as well. In fact they gave
  lower evaluations to almost every park tested
  than did the general population of respondents.
  To no ones surprise the Forest was given even
  higher marks.
•  
• As for the initiatives, the newsletter
  respondents were usually not as enthusiastic as
  were the general population visitors to the
  Forest.
•  
• They showed little or no interest in the small
  cabins in the Forest (38 percent extremely/very
• likely) while that same topic was a much
  bigger hit with the casual visitors from the
  general
• survey (60 percent extremely/very likely).
  These may be ways to attract casual visitors more
  
• often but do little for the hard core.
•  

6
OVERVIEW AND IMPLICATIONS (CONTINUED)

•  
• For them it appears the expanded camping
  facilities (primitive, car and back country) as
  well
• as the new nature visitor center were of most
  interest to them as one might expect.
•  
• Newsletter subscribers were also more interested
  in the membership program and willing to pay a
  little more in fees.
•  
• What these subscribers like about the Jefferson
  Memorial Forest has everything to do with nature,
  and challenging hikes in a beautiful secluded
  environment. They wish it was a little easier to
  access, but for the most part they had few
  complaints.
•  
•  
•  

7
OBJECTIVES, PROFILE AND METHODOLOGY
8
SAMPLE DISTRIBUTION
West Central
Indiana
Sample Size 2 Percent of Sample 1
South
East
Clark
Oldham
Floyd
East Jefferson
East/Oldham
West/Central
Sample Size 83 Percent of Sample 51
Sample Size 2 Percent of Sample 1
Jefferson
Shelby
South Jefferson
All Other Kentucky
Sample Size 8 Percent of Sample 5
South/Bullitt
Bullitt
Sample Size 62 Percent of Sample 38
Spencer
9
DEMOGRAPHICS
Total ()
Total ()
31
Children In Household Percent Yes Number of
Times Visited Metro Louisville Park In Last
Year 2 times or less 3 5 times 6 11 times 12
times or more Base
Gender Male Female Age Under 30 30 39 40
54 55 plus Mean Base
47 53 14 18 42 26 45.5 (164)
12 16 19 53 (164)
Louisville is a community of park users.
10
ACTIVITIES IN THE MARKETPLACE
11
ACTIVITIES TO ENJOY AND DO
Best Target
Hikes on short nature trails
81
Under 30
77
Overnight camping
Under 30
Going to the park to relax
73
All ages
Long challenging hikes on nature trail
67
Under 30
Males All Ages
64
Wildlife Watching
64
Picnicking
All ages
Study about nature and environment
58
All ages
Males Under 30
51
Canoeing
Listening to Bluegrass music
Males 55 plus
50
Enjoy but not done recently
Enjoy and Do
Base (164)
12
ACTIVITIES TO ENJOY AND DO (CONTINUED)
Best Target
Volunteering for some green activity
All Ages
48
Males Under 40
Bicycling/Mountain Road Bikes
44
Children to public play areas
Ages 30 - 39
42
Women Over 40
41
Browsing gift shops
Males Under 30
40
Fishing
Females Under 30
39
Horseback riding
Attending environmental workshops
All Ages
31
Taking children to environmental education program
Females Under 40
29
Enjoy but not done recently
Enjoy and Do
Base (164)
13
SUMMARY OF TARGET MARKET ACTIVITIES
Under 40 (30 39)
Under 30
All Ages
55

• Overnight
• camping (males)
• Picnicking (females)
• Volunteering for
• some green activity
• Fishing
• Attending
• environmental
• workshop
• Listening to
• bluegrass music
• Horseback riding
• (females)

• Hikes on short
• nature trails
• Children to public
• play area
• Bicycling/Mountain
• bikes (males)

• Wildlife
• watching
• Study nature/
• environment
• Browsing gift
• shops (females)

• Hikes on short
• nature trails
• To park to relax
• Canoeing (males)
• Long challenging
• hikes on nature
• trails (males)
• Bicycling/Mountain
• road bikes (males)

14
AWARENESS AND USAGE
15
AWARENESS OF PLACES TO DO ALMOST ALL FOREST
ACTIVITIES (UNAIDED MENTIONS)
TOTAL ()
Jefferson Memorial Forest Cherokee Park Otter
Creek Park Iroquois Park Bernheim Forest E.P.
Sawyer State Park All Others Dont Know of
Any Base
70 32 30 25 19 9 26 6 (164)
Adds to more than 100 due to multiple
responses.
16
WOODED AREAS, HIKING TRAILS AND OUTDOOR
ACTIVITIES (UNAIDED MENTIONS)
TOTAL ()
Jefferson Memorial Forest Otter Creek Cherokee
Park Iroquois Park Bernheim Forest All Others
(Miscellaneous) Dont Know of Any Base
54 25 18 14 13 40 23 (164)
Adds to more than 100 due to multiple
responses.
17
OVERALL AWARENESS EVER HEARD OF
Jefferson Memorial Forest
98
98
Bernheim Forest
97
Waterfront Park
Iroquois Park
96
96
Cherokee Park
96
Otter Creek Park
E.P. Tom Sawyer State Park
92
88
Shawnee Park
87
McNeely Lake
Unaided wooded/hiking/ outdoor activities on list
Aided ever heard of
Base (164)
18
OVERALL AWARENESS PENETRATION/USAGE PAST
THREE YEARS
Jefferson Memorial Forest
98
98
Bernheim Forest
Waterfront Park
97
96
Iroquois Park
96
Cherokee Park
96
Otter Creek Park
E.P. Tom Sawyer State Park
92
88
Shawnee Park
87
McNeely Lake
Aware/Usage
Aware/Non-Usage
Base (164)
19
PRIMARY ACTIVITIES OF FOREST USERS
Hikes on short nature trails
Long challenging hikes on nature trails
Wildlife watching
Going to the park to relax
Picnicking
Browsing gift shop
Studying about nature and the environment
Taking children to public play areas
Volunteering for some green activity
Base (138)
20
PRIMARY ACTIVITIES OF FOREST USERS (CONTINUED)
Overnight camping
Listening to Bluegrass music
Fishing
Horseback riding
Taking children to environ. educ. programs
Attending environmental workshop
Bicycling (mountain/ road bikes)
Canoeing
None of these
Base (138)
21
ENTRANCE/GATEWAY TO JEFFERSON MEMORIAL FOREST
Knows where an entrance to Jefferson Memorial
Forest is located
Considered the Gateway To Jefferson Memorial
Forest
Not sure/ Maybe 23
Fairdale Brooks Valley Station Okolona Shively J-
town Dont Know
No 19
Yes 58
Base (161)
Base (161)
Among those aware of the Forest.
22
REASONS FOR NOT GOING
Among Aware Non Users ()
35 26 26 26 13 9 9 (23)
Would like to go but never think about it Dont
know enough to consider Too far to go Better
options elsewhere Doesnt have things I am
interested in Negative perceptions/concerns Haven
t had the time Base
The majority of non users were from the East End.
Adds to more than 100 due to multiple
responses. Caution Small base size.
23
IMAGE AND OPPORTUNITIES
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IMPRESSIONS (IMAGE) PERCENT EXTREMELY/ VERY
FAVORABLE
All Aware ()
Bernheim Forest Jefferson Memorial Forest Otter
Creek Park Cherokee Park Waterfront Park Iroquois
Park E.P. Tom Sawyer State Park McNeely
Lake Shawnee Park
87 77 74 70 68 56 52 35 25
Among those with an opinion.
25
JEFFERSON MEMORIAL FOREST WHAT THEY LIKED BEST
Visitors ()
Top Responses
Hiking trails Variety of trails/Difficulty Activit
ies/Educational programs Nature/Natural/Undisturbe
d Horses/Horseback riding Seclusion/Solitude/Not
Crowded Location/Convenience Feels Life
Wilderness Base
43 12 10 10 9 9 9 8 (138)
Respondents who have visited Jefferson Memorial
Forest.
26
JEFFERSON MEMORIAL FOREST WHAT THEY LIKED LEAST
Visitors ()
Top Responses
Access to entrance/signs/signs on trails Nothing
More horseback riding areas Horse trails should
be separate/ Keep horses off hiking trails Poor
parking/Not enough parking Trash/Lacks
cleanliness Need more/Cleaned up bike
trails Walking/hiking trails not enough, need
to be cleared Base
15 12 9 9 7 5 5
5 (138)
Respondents who have visited Jefferson Memorial
Forest.
27
INITIATIVE NEW NATURE VISITOR CENTER
Likely to Visit/Use
(3) Somewhat Likely/Unlikely 29
(5, 4) Extremely/ Very Likely 54
(2, 1) Not Very Likely At All 16

• Best Targets
• Current/Past Visitors
• South/Bullitt County

Base (164)
On a scale of 1 5 among all respondents.
28
INITIATIVE SMALL CABINS IN FOREST
Likely to Visit/Use
(3) Somewhat Likely/Unlikely 27
(5, 4) Extremely/ Very Likely 38
(2, 1) Not Very Likely At All 35

• Best Targets
• Under 40
• Males
• West Central Louisville
• South Louisville/Bullitt County

Base (164)
On a scale of 1 5 among all respondents.
29
INITIATIVE ENVIRONMENTAL LEARNING PROGRAMS
Likely to Visit/Use
(3) Somewhat Likely/Unlikely 29
(5, 4) Extremely/ Very Likely 42
(2, 1) Not Very Likely At All 29

• Best Targets
• 30 to 39 year olds
• South Louisville/Bullitt Counties

Base (164)
On a scale of 1 5 among all respondents.
30
INITIATIVE EXPANDED CAMPING FACILITIES (PRIMITIV
E, CAR CAMPING, BACK COUNTRY)
Likely to Visit/Use
(3) Somewhat Likely/Unlikely 18
(5, 4) Extremely/ Very Likely 53
(2, 1) Not Very Likely At All 29

• Best Targets
• Under 55
• Males

Base (164)
On a scale of 1 5 among all respondents.
31
INITIATIVE FRIENDS OF THE FOREST MEMBERSHIP
Likely to Join
(3) Somewhat Likely/Unlikely 29
(5, 4) Extremely/ Very Likely 46
(2, 1) Not Very Likely At All 25

• Best Targets
• 30 39 year olds
• West/Central and South/Bullitt

Base (164)
On a scale of 1 5 among all respondents.
32
INITIATIVES RANK ORDER BY PREFERENCE
Total ()
New Nature Center Expanded Camping
Facility Friends of the Forest Membership Environm
ental Learning Program Small Cabins in Forest
1 2 3 4 5
33
FEES FOR SERVICES AND ACTIVITIES
No Fee Entry to the Forest Access to Nature
Trail Fees Acceptable Environmental Learning
Programs (3.00) Access to Trails for
Horseback Riding (5.00) Concerts in the Forest
(5.00) Primitive Campsites (7.00) Friend of
the Forest (10.00 or more)
Range
0 0 Median 3.00 5.00 5.00 7.00 10 or more
Median acceptable fees.
34
RELATED TOPIC
35
AWARENESS OF 100 MILE LOOP
No 17
Yes 83
Knowledge of 100 Mile Loop
61 15 24 (136)
Know what it is Provided vague/inaccurate
description Only heard name/Dont know Base
Base (164)
Most Awareness East Jefferson/Oldham
Among those aware of the 100 mile loop.