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Survey shows mix of awareness and perceptions about Chula Vista

Post Date:04/18/2014

The City of Chula Vista recently conducted a countywide web-based survey to determine awareness and perceptions of Chula Vista assets and attractions from those living outside of the city. Information gathered from the survey will be used to inform marketing, communications and economic development efforts.

The City of Chula Vista selected Luth Research to conduct the survey in early 2014 to gauge public opinion about Chula Vista. The survey was conducted with residents who do not live in Chula Vista and results are reported regionally and subregionally (North County Coastal, North County Inland, Central San Diego, East San Diego, South County). The survey asked respondents what they know about Chula Vista, its assets (Olympic Training Center, Chula Vista Marina, Otay Ranch Town Center, etc.), what don’t they know, what are their attitudes and perceptions, when do they visit Chula Vista, and what would entice them to visit. The survey results will be used to help develop marketing messages for economic development, tourism, and regional marketing efforts.

While the results were somewhat mixed, the analysis is useful for determining where and how to market the City. Nearly half of respondents (47%) reported visiting Chula Vista more than once a year. On average, those who visit Chula Vista say they visit 12 times a year. Of that group, the top reasons for visiting Chula Vista are visiting friends and family (39%), shopping (34%) dining (25%), entertainment (21%), and work/business (18%).

Overall, unaided perceptions about the city of Chula Vista are split equally in terms of being positive, neutral, and negative. The most positive perception is that the city is “growing/developing/has been revived” (13%). The most negative perception was that it is “unsafe with high crime” (12%). Communication about the City being named one of the top ten safest in the country and consistently in the top ten safest cities in the county can help reverse this negative perception.

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