Perspectives on
Fulton Mall:
A Preliminary Report of Survey Findings
Jennifer Jones
The Institute of Public Anthropology
California State University, Fresno
August 9, 2007
The Purpose
• Urban Anthropology study
• The survey is a tool to identify:
– Points of interest
– Public interest in revitalization
– Perceived problems/solutions
– More questions
– Potential areas of focus for future studies and
future surveys
The Respondents
•
•
•
•
188 Total Respondents
Web based survey
Available for four weeks (May-June 2007)
Distributed via Email to:
– Mindhub
– Fresno State Anthropology Majors List
– Forwarded via email contacts
Respondents
Age
Occupation
21-30
31-45
46-65
65+
Household
Income
80
60
40
20
0
61
26
0-15000
71
150
100
100
18
1500130000
63
50
3000150000
TradesPerson
15-20
BusinessProfessi
onal
0
4
SupportStaff
8
12
9
Student
10
12
Other
40
20
16
13
HeathCareProfess
ional
41
ExecutiveManageri
al
54
60
31
EducationalProfes
sional
67
80
42
40
BusinessOwner
45
40
35
30
25
20
15
10
5
0
50000+
14
0
0
1_2
3_4
5_6
6+
Question 11
I have no idea where the Fulton Mall is located
Question 9
Preservation of historic buildings should be a priority in
our community
52%
87%
AgreeSomewhat
AgreeSomewhat
StronglyAgree
StronglyAgree
2%
StronglyDisagree
2%
DisagreeSomewhat
4%
Don’t Know
StronglyDisagree
7%
1%
1%
4%
DisagreeSomewhat
Don’t Know
40%
Question 13
Reduction of pollution from cars is very important to me
Question 14
Fresno should strive to incorporate more pedestrian and
bicycle-friendly shopping areas
64%
AgreeSomewhat
66%
1%
StronglyAgree
1%
AgreeSomewhat
5%
StronglyDisagree
4%
StronglyAgree
DisagreeSomewhat
6%
StronglyDisagree
4%
DisagreeSomewhat
Don’t Know
26%
23%
Don’t Know
Question 6
Tax dollars should be provided to improve and renovate
the Fulton Mall
41%
7%
9%
6%
37%
AgreeSomewhat
StronglyAgree
StronglyDisagree
DisagreeSomewhat
Don’t Know
Question 18
I would be willing to pursue a business venture in
Downtown Fresno
64%
1%
5%
4%
26%
AgreeSomew hat
StronglyAgree
StronglyDisagree
DisagreeSomew hat
Don’t Know
Revenue Streams
78% of respondents agreed
that tax dollars should be
applied to improve the Fulton
Mall.
90% of respondents said they
would be willing to pursue a
business venture in downtown
Fresno.
Question 8
Parking in the Downtown Fulton Mall area is currently a
problem
Question 7
All downtown parking should be free to the public
6%
6%
15%
24%
AgreeSomewhat
AgreeSomewhat
38%
StronglyAgree
StronglyAgree
37%
8%
12%
StronglyDisagree
DisagreeSomewhat
DisagreeSomewhat
Don’t Know
Don’t Know
29%
25%
Question 15
I do not visit Downtown Fresno very often because it is not
safe
54%
AgreeSomewhat
18%
StronglyAgree
StronglyDisagree
3%
DisagreeSomewhat
Don’t Know
8%
StronglyDisagree
17%
Question 10
Opening car traffic on the Fulton Mall would be
advantageous
Question 16
Installation of surveillance cameras in the Downtown
Fulton Mall would make me more likely to visit there
20%
25%
AgreeSomewhat
20%
StronglyAgree
AgreeSomewhat
StronglyAgree
31%
StronglyDisagree
38%
14%
DisagreeSomewhat
11%
DisagreeSomewhat
Don’t Know
Don’t Know
8%
11%
Question 12
Storefront parking is very important to me
22%
Question 17
I would be willing to donate personal funds for the
preservation of historic buildings in Downtown Fresno
16%
38%
AgreeSomewhat
StronglyAgree
27%
9%
18%
29%
17%
AgreeSomewhat
StronglyAgree
StronglyDisagree
StronglyDisagree
DisagreeSomewhat
DisagreeSomewhat
Don’t Know
8%
StronglyDisagree
Don’t Know
14%
24%
The majority of
respondents said they had
been to downtown Fresno
this week.
When asked what currently brings them to downtown Fresno most often,
the most common answers included:
• City/County services and court/jury
• Library
• Events
When asked what would most likely influence them to visit downtown
Fresno more frequently, the most common answers included:
• New or Different restaurants
• Educational Institutions
• New shopping boutiques (shops not malls)
Limitations
• Web-based only
• Posted for one month only
• Notice of the survey was
advertised to limited number of
sources
• English only
• Questions/Answers
Next Steps
• More subject focused/in-depth
surveys
• Make future surveys
accessible for more people
• Translated & paper surveys
• Discussion groups/Interviews
with survey participants
Implications of the survey to
Downtown Revitalization
•
•
•
•
Strong opinions on most issues
Strong public interest in revitalization
Business interest
Signage implications
– Most claim to know where Fulton Mall is
located.
Jennifer Jones
(jennjennz@gmail.com)
The Institute of Public Anthropology
www.csufresno.edu/anthropology/ipa/index.shtml
California State University, Fresno
August 9, 2007
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