Survey Results Revealed at Rockwood Board Meeting
Market research pros delivered preliminary results to Rockwood school board members at Thursday's board meeting. They said the data does not support a tax increase.
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"The odds are not with you at the moment for patrons' support for a tax increase."
That was the conclusion from UNICOM-ARC market researcher Rod Wright, who delivered results from a June survey of Rockwood School District residents to directors at Thursday's board of education meeting.
Rockwood board president Steve Smith said while he had utmost respect for Wright and UNICOM, the board had called upon the market research firm "for advice, but not to make decisions" for the board.
"You have given us very meaningful advice. When we had to make the decision about putting a tax increase on a November ballot, we only had the October 2010 survey results," said Smith. "These (new) results are better in some respects, and do not necessarily point toward putting the ballot issue off. There are lots of factors to consider."
The research firm's results were based on 500 phone interviews with randomly selected households, based on registered voters' lists. However, Thursday night's presentation did not include data from the 710 online surveys completed during July.
UNICOM researcher Sharon Gotter said the phone surveys done in June are statistically reliable, due to the random selection, whereas the online data from this month is anecdotal, based on self-nominated Rockwood residents volunteering their opinions.
"The online survey is another data point, but it cannot be considered scientifically valid," she said.
"We live in a 'tastes great, less filling' world," Wright told the school board members, saying Rockwood residents want quality education, but do not want to pay more for it in the future. He said it has been easier for districts that raise taxes more often than Rockwood to get them passed.
"It's been a long time since you've asked for a tax increase," he said. "But the data does indicate more Rockwood patrons have a growing awareness of the financial challenges the district faces."
Rockwood School District has not raised taxes since a 1994 referendum.
Director Peggy Devoy asked if the UNICOM professionals thought further analysis of the data by demographics, for example, would indicate any different patterns. Gotter said it has been her experience that phone survey respondents are, in general, about 15 percent more than positive in nature than online survey responsedents.
Director Janet Strate, probing about the timing of the phone surveys in the second and third weeks of June, asked if the researchers thought they would learn anything different from the online version of the survey still under way this month.
Wright told board members that parent support needs to be 75 percent to offset what industry researchers call the "demographically hyperactive conservative voters."
Wright also said leadership for a tax increase needs to come from residents, rather than from board members or administrators.
"Community members are more persuasive," he said. "Voters indicate 'people like me' are at the top of their lists of influencers. There simply is an erosion of credibility of any person's leadership once they move from volunteer to board member."
With 28 percent of voters typically strongly opposed to referendums, Wright said he believed the best-case scenario for Rockwood would be to "drive support for the proposed tax increase 5 to 10 percent higher."
He noted that Rockwood would be paying "the full freight of costs" of deploying a single-issue November ballot, however, compared to an April election period that would include other items.
Compared to other districts for which they survey, Wright said Rockwood garners among the highest levels of praise. "Next to Rockwood, there's only about one exception and that's Naperville in Chicago. It's the district that most districts like yours look to for best practices," he said. "For Rockwood and its quality, you have a lot of support. It's a shame that doesn't translate into support at the polls."
Wright said the data pointed toward a 43 percent starting point of support for a Rockwood tax increase. He told board members they could expect perhaps a 46 percent to 48 percent favorable vote, but that the tax increase would not likely pass unless they can raise the percentage starting point base of supporters.
He recommended ramping up the district's two-way communications and public engagement program, which he said he believed was working already.
"You may want to take longer with your communications work. People have to wrestle with the concept of they can't have their cake and eat it also," he said.
Editor's Note: Check back to Eureka-Wildwood Patch for a separate, future article about detailed UNICOM survey results.
Layla Azmi Goushey
7:05 am on Friday, July 15, 2011
After Prop 5 passed last year, our elementary school had tangible improvement to our classroom space (a new wing that reduced overcrowding) along with more SMART boards and other improvements to the building. This made a huge difference to the kids, who benefited from the larger space and increased access to technology. What we need to hear now is what the priority areas are for future spending. If it makes sense, I'll vote for the tax increase.
Layla Azmi Goushey
8:11 am on Friday, July 15, 2011
Based on funding projections we are hearing, there will be future unpopular decisions. This does not mean that the leadership is flawed. It means that these are tough times. I don't think this is the time to call for resignations. Instead, communication between the board, administration and the community is necessary to move us forward. The district listens when stakeholders get involved. The recent DARE controversy is a good example. They reversed their decision. I think the online survey is flawed. During summer months when people are distracted with other matters, we might not have a good cross-section of the public engaged or available to take the survey. Many constituents still do have confidence in the Board and the superintendent.
Layla Azmi Goushey
4:29 pm on Friday, July 15, 2011
Hello MWatson,
Thanks for your reply. Among friends I've spoken with who have been following Missouri's budget shortfall, this consultant situation is a short term issue when we have long term concerns to consider. The spending on contracts, surveys and so on are one time budget items. The two administrative positions were open and then filled. They would have been filled by someone in any case. There have been issues with Missouri's K-12 school funding formula for about 4-5 years. In addition, the stimulus money allotted Missouri from the federal government will be gone by 2012. We are feeling the effects of both of these now. Big budget cuts are underway in all school districts and not just in Missouri. Let's get the focus back to long-term matters like which programs will stay and which will not. We were heard on the DARE issue and it was given one more year. I do think stakeholders are given a fair hearing. I'm concerned that sensational headlines in other news media have set us off course from what really matters - the curriculum that affects our kids. (Julie, by the way, is great at keeping us objectively informed).Rockwood stakeholders have been heard on this one. Let's look at the bigger picture now. New leadership will not make the budget shortfall disappear or make unpopular decisions go away. After this controversy, we'll probably see more careful spending.
Layla Azmi Goushey
4:29 pm on Friday, July 15, 2011
Here is an article that might be helpful.
http://www.nbcactionnews.com/dpp/news/state/missouri/nixon-administration-cautions-of-big-budget-shortfall
Layla Azmi Goushey
5:33 pm on Friday, July 15, 2011
MWatson,
My apologies because I did not mean to mischaracterize your concern. I am aware of the narrative you describe, but if procedures were followed, committees were used and the BOE approved it then I suggest we move on. I am also aware of the staff reductions. My understanding is that curriculum coordinating will be handled in another way. I am definitely interested in knowing more about that. As for the dollar amounts for vehicle purchases below. That spending does not concern me either - looks like a good 5-10 year investment to me. This is just my opinion. No one has to agree. The good point about all of this is that more people are paying attention to line items in the budget. I'm all for community involvement and using our voices, but let's not lose the forest for the trees. While some don't like the idea of the high dollar amounts for one time purchases, we are looking at years of belt tightening. I'm more interested in long-term spending the potential cuts. Ultimately, I think that you and I are concerned about the same root issues - what is best for Rockwood's kids? This is just my take on it.
KM Kramer
11:02 am on Monday, July 18, 2011
Layla, it will be a cold day in hell before a tax increase passes in Rockwood as long as Bocherts, his buddies and the current board are around. The "leadership" is out of touch with reality, and have shown an incredible lack of good judgement - how can we expect they won't do something this stupid again with the district's (taxpayer's) money? Both my children attended Rockwood Schools k through 12, and over the last five years we have seen a dramatic decline in quality of education AND leadership. Flawed survey? - I have heard it was biased and slanted toward favoring the RSD. As to the tax increase, we will fight it door to door, we will fight for the absentee ballots in the nursing homes/retirement centers, we will organize and educate the citizenry to the deeds of the current board and superintendent.
Dale
1:23 pm on Friday, July 15, 2011
Julie you didn't mention the $17,000 spent by the district to conduct this survey. I found the online survey questions very loaded by the way. I don't know how anyone would consider the results from that survey to be legitimate, the questions were worded to sway people to think that tremendous cuts have been made already and the school district would practically close down if the tax levy doesn't pass. There was even a link within the survey to cuts that would be made just in case reading the questions didn't scare you enough.
Julie Brown Patton
1:35 pm on Friday, July 15, 2011
Dale, as mentioned in this morning's article, I will be publishing a second article regarding the survey details, parameters and results. The amount of the survey you referenced in this posting—as reported by a different, local media source—is not accurate, by the way.
Dale
3:22 pm on Friday, July 15, 2011
How much did this survey cost? I forgot to ask them myself I'm assuming you did.
Julie Brown Patton
3:58 pm on Friday, July 15, 2011
$19,750. Thanks, Dale.
Ron
4:06 pm on Friday, July 15, 2011
Wonder if they will publicly discuss results form the 'volunteer' onine survey? I guarantee you that had those volunteer online survey resutls had been FAVORABLE, RSD Communications Department WOULD have chosen to have those shared!! The data is automatically tallied and transcribed allowing for IMMEDIATE results and conclusions. Another example of 'selective' release. Just an fyi, if RSD does put the tax levy on the ballot in November....the YES/FAVORABLE vote MUST be 66%!!! That is NOT going to happen - at least not as long as Borchers and his Minnesota Twins are still around.
R. Woodson
6:57 pm on Friday, July 15, 2011
@Ron
Check me on this but I think the supermajority (2/3) is only needed for BOND issue votes and that a tax increase for general use only needs a simple majority.
http://www.stlouisco.com/YourGovernment/Elections/ElectionCycleCalendar
http://www.moga.mo.gov/const/a06026b.htm
Lisa Hunt
4:07 pm on Friday, July 15, 2011
What is the bill for: UNICOM ARC 110.63910.85.7750 PUBLIC OPINION RESEARCH R06711 13,166.67 99016768 on Rockwood District Website/Board Doc. Doesn't specify if this is for the latest online survey.
Julie Brown Patton
4:29 pm on Friday, July 15, 2011
Lisa, this morning I confirmed the accurate cost of the recent UNICOM survey work. It is $19,750. That total includes the questionnaire development, telephone interviews, analysis and the web-based service currently under way with the online survey. Details are in my second article, which I anticipate being able to post shortly -- just waiting for one item to be confirmed.
Sylvester Mena Mena
4:35 pm on Friday, July 15, 2011
Maybe someone can find out why the district needs a 2012 F550 pickup and a 2012 Ford Escape. Might these be bonuses for the Minnesota twins?
Sylvester Mena Mena
4:36 pm on Friday, July 15, 2011
Bo Beuckman
$206,046.00
The expenditure is for:
3 2012 Ford E-350 vans ($23,690 ea.)
1 2012 F-550 Truck (42,158 ea.)
1 2012 E-350 van ($24,074)
2 2012 E-350 vans ($24,074 ea.)
1 2012 Ford Escape ($20,596)
The product will be used at:
Gen Maint., Grounds, & Construction Dept.
The number of bids obtained is:
3 requested – 1 no bid
Bids:
Broadway Ford - $211,588.70
Lou Fusz Ford – no bid
The expenditure is charged to:
45003070-65515
Requisition Order Number(s):
R07226
Dale
10:06 am on Saturday, July 16, 2011
These replacement vehicles would not have been needed if the old ones had not been worn out by people driving them home & back to work every day with us paying the gas bill by the way. It took a television news story to get them to cut back from 25 vehicles going home every day to 6. This should have never been going on in the first place. Look at what someone in the private sector who cuts grass for a living drives. An old truck with an open trailer and lawn mowers they are doing their best to keep running as long as possible. Now take note of your cash strapped school district lawn care, an almost new if not brand new 40k or so truck hauling around equipment in a fancy closed trailer. The closed trailers may be justified if they do not have a place to lock up these trailers I do not know if that is the case. Guys who do this for a living usually lock them to the trailers with chains if they do not have secured storage.
Corri Hoppe
7:18 pm on Tuesday, July 19, 2011
Why are we paying nearly $20,000 for the district for a UNICOM survey to find out what patrons know and will support when they can ask us without paying a dime?! Honestly,
this is the exact ridiculous spending that so many of us are fed up with! Use my tax dollars to teach my child. And don't tell me that people are worried about Rockwood falling behind in technology - the schedules at the elementary schools were changed last year so that students had technology twice a week AND the elementary schools ALL had at least one class set of laptops. There is 1 computer for every 2 students. Check out the rest of the ratios in the state - technology is not a reason for concern.