Perspectives on Fulton Mall:

A Preliminary Report of Survey Findings

Jennifer JonesThe 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

Occupation

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Household

100

140

63

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50

100

150

1_2 3_4 5_6 6+

Age

10

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20

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15-20 21-30 31-45 46-65 65+

Respondents

Question 9Preservation of historic buildings should be a priority in

our community

40%

52%

2%

2%

4%

AgreeSomewhat

StronglyAgree

StronglyDisagree

DisagreeSomewhat

Don’t Know

Question 13Reduction of pollution from cars is very important to me

26%

64%

1%

5%

4%

AgreeSomewhat

StronglyAgree

StronglyDisagree

DisagreeSomewhat

Don’t Know

Question 14Fresno should strive to incorporate more pedestrian and

bicycle-friendly shopping areas

23%

66%

1%

4%

6%

AgreeSomewhat

StronglyAgree

StronglyDisagree

DisagreeSomewhat

Don’t Know

Question 11I have no idea where the Fulton Mall is located

1%4%

87%

7%

1%

AgreeSomewhat

StronglyAgree

StronglyDisagree

DisagreeSomewhat

Don’t Know

Question 6Tax dollars should be provided to improve and renovate

the Fulton Mall

37%

7%

9%

6%

41%

AgreeSomewhat

StronglyAgree

StronglyDisagree

DisagreeSomewhat

Don’t Know

Question 18I would be willing to pursue a business venture in

Downtown Fresno

26%

64%

1%

5%

4%

AgreeSomew hatStronglyAgreeStronglyDisagreeDisagreeSomew hatDon’t Know

90% of respondents said they would be willing to pursue a business venture in downtown Fresno.

78% of respondents agreed that tax dollars should be applied to improve the Fulton Mall.

Revenue Streams

Question 7All downtown parking should be free to the public

25%

37%

6%

24%

8%

AgreeSomewhat

StronglyAgree

StronglyDisagree

DisagreeSomewhat

Don’t Know

Question 8Parking in the Downtown Fulton Mall area is currently a

problem

29%

38%

6%

15%

12%

AgreeSomewhat

StronglyAgree

StronglyDisagree

DisagreeSomewhat

Don’t Know

Question 15I do not visit Downtown Fresno very often because it is not

safe

17%8%

54%

18%

3%

AgreeSomewhat

StronglyAgree

StronglyDisagree

DisagreeSomewhat

Don’t Know

Question 10Opening car traffic on the Fulton Mall would be

advantageous

11%

11%

38%

20%

20%

AgreeSomewhat

StronglyAgree

StronglyDisagree

DisagreeSomewhat

Don’t Know

Question 16Installation of surveillance cameras in the Downtown Fulton Mall would make me more likely to visit there

22%8%

31%

25%

14%

AgreeSomewhat

StronglyAgree

StronglyDisagree

DisagreeSomewhat

Don’t Know

Question 12Storefront parking is very important to me

18%8%

27%

38%

9%

AgreeSomewhat

StronglyAgree

StronglyDisagree

DisagreeSomewhat

Don’t Know

Question 17I would be willing to donate personal funds for the

preservation of historic buildings in Downtown Fresno

24%

14%

17%

16%

29% AgreeSomewhat

StronglyAgree

StronglyDisagree

DisagreeSomewhat

Don’t Know

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)

When asked what currently brings them to downtown Fresno most often, the most common answers included:

• City/County services and court/jury

• Library

• Events

The majority of respondents said they had been to downtown Fresno

this week.

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.

http://www.bmnetworking.com

Jennifer Jones(jennjennz@gmail.com)

The Institute of Public Anthropologywww.csufresno.edu/anthropology/ipa/index.shtml

California State University, FresnoAugust 9, 2007

Images byGreat Valley Center Image Bank: www.greatvalley.org/resources/Fresno%20County/slides/fresnoarch_vannessave.jpg

Creative Commons: www.creativecommons.org

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