HomeMy WebLinkAboutMinutes - Minutes - City Council - Meeting Date: 3/16/2010 (3) *PLEASE NOTE: Since the Glendale City Council does not take formal action at the
Workshops,Workshop minutes are not approved by the City Council.
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GLENDr
MINUTES OF THE
GLENDALE CITY COUNCIL WORKSHOP SESSION
Council Chambers—Workshop Room
5850 West Glendale Avenue
March 16, 2010
1:30 p.m.
PRESENT: Mayor Elaine M. Scruggs, Vice Mayor Manuel D. Martinez, and
Councilmembers Joyce V. Clark, David M. Goulet, and Yvonne J. Knaack
ABSENT: Councilmembers Steven E. Frate and H. Phillip Lieberman
ALSO PRESENT: Horatio Skeete, Deputy City Manager; Nick DiPiazza, Deputy City
Attorney; and Pamela Hanna, City Clerk
1. UPDATE ON 2010 CENSUS
CITY STAFF PRESENTING THIS ITEM: Erik Strunk, Community Partnerships Director and
Cathy Gorham, Deputy City Manager
This is a request to provide an update to the City Council on the city's efforts to promote the
2010 Census.
This item addresses Council's goal of one community that is fiscally sound in that a successful
2010 Census is critical to ensuring that Glendale receives its fair share of funds that are
distributed based on population.
On March 15, 2010, the U.S. Census Bureau sent out its official 2010 Census questionnaire to all
Glendale residents as part of the national 2010 Census campaign. The U.S. Census counts every
resident in the United States, and is required by the Constitution to take place every ten years.
There are just ten questions on the form and all information is kept confidential and secure.
Census data is used in the distribution of funds to local governments, including cities. These
funds provide services that impact all of us - such as public safety (police and fire), street
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improvements, parks and recreation programs, after school programs, and libraries. In fact, half
of Glendale's annual operating budget depends on Census data.
The Census also determines how many representatives Arizona has in Congress and our state is
expected to pick up one or two additional congressional seats as a result of growth over the last
ten years. In addition, legislative and city council district boundaries may be adjusted based on
population counts.
An internal team consisting of staff from 13 different city departments/divisions has met over the
past eight months to plan and coordinate over 130 activities (community meetings; Council
appointed boards and commissions; target mailings; neighborhood newsletters; the
implementation of a "hard to count" strategy; information distribution; website updates, etc.)
related to promoting awareness of the 2010 U.S. Census.
Since the summer of 2009, Glendale has participated with the Maricopa Association of
Governments (MAG) Census-related committees to coordinate regional marketing efforts.
Council was previously briefed on the 2010 U.S. Census at its October 6, 2009, Workshop.
A thorough and accurate 2010 U.S. Census Count will ensure that Glendale does not lose out on
revenue essential to maintain resident quality of life. It is estimated that almost half of
Glendale's annual operating budget depends on census data. In Maricopa County, it's estimated
that each person accounts for approximately $1,500 in federal funds each year. For example, if
1,000 residents don't return their forms, it would amount to $1.5 million in lost federal funding
each year for Glendale.
The demographic information collected though the Census is instrumental in assisting
businesses, schools, different levels of government and non-profit organizations to plan services
and programs to meet Glendale's community needs.
Based on the 2010 budget, approximately 46.6% ($75.6 million) of the city's General/Streets
revenue budgeted funds are obtained as a result of the Census.
Provide direction to staff as necessary.
Ms. Cathy Gorham, Deputy City Manager, provided a brief summary. She stated that the census
questionnaires have been mail out and she has already received hers. The questionnaire is only
10 questions and will take approximately 10 minutes to fill out. She explained the importance of
a thorough and accurate census count to ensure the city and the residents receive essential
revenue funding. Partnership opportunities have also been done with organizations that interact
with many Glendale residents such as Luke Air Force Base, Glendale Community College,
Midwestern University and Thunderbird School of Global Management. Substantial public
education was also done through specialized outreach to traditionally undercounted areas
including, Public Service Announcements, presentations or information sharing at city events,
neighborhood/district meetings and other organizational meetings.
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She reviewed the many city services which depend upon the census data. She thanked the
Council for their aggressive involvement at their district level in keeping their constituents
informed and engaged. She also thanked Ms. Jennifer Reichelt, Marketing Department and Mr.
Matt Cohrs, Neighborhood Partnership Office for going beyond their duty to ensure this program
is a success for the City of Glendale. She noted they still have to keep up the effort until every
card is completed and sent.
Mr. Erik Strunk, Community Partnerships Director, provided an overview of the Census
Program. As mandated by the United States Constitution, a census is conducted to count
everyone living in the United States. In partnership with the U.S. Census, Glendale will assist to
ensure that a thorough count of persons living in our community is completed by April 1, 2010.
Census revenue goes toward paying for essential city services such as police and fire protection,
city parks, libraries, streets and roads. The higher the response rate on the 2010 U.S. Census for
the city of Glendale, the more revenue the city receives to provide for these services. Schools
and hospitals also receive funding based on the census count. He explained the many avenues
being used by staff related to promoting awareness of the 2010 U.S. Census. These include
distributing letters, posters, brochures, banners, door hangers as well as including brochures in
bill statements. He noted the difficult to count areas and how they were encouraging those
residents to comply. He played a video clip ad being used on television to raise awareness on
the census. Additionally, questionnaire assistance centers will be open for anyone needing
assistance completing the form. These Census Centers will be at the Main Library in Glendale
and at Desert Mirage Elementary School. If the form is not returned, a representative will contact
you by phone or visit your home as many as six times. The census is completely confidential
and is not shared with other organizations.
Councilmember Goulet asked what the count was for the under counted areas in the last census
count. Mr. Strunk stated that the national participation in 2000 was 72%. He added that the
Arizona participation rate was 68% and Glendale's participation was 72%. He noted an
estimated loss of $1,500 accounted for every person not counted. Councilmember Goulet
inquired about the type of follow-up made to an address that has made no response. Mr. Strunk
stated that after mid-April, census workers will go out and visit homes that have not complied as
many as six times. Councilmember Goulet noted there was no cost to mailing the questionnaire
in. He remarked that the city could lose a substantial amount of money if residents do not reply.
Vice Mayor Martinez asked if the enumerators sent to the undercounted areas were bi-lingual.
Mr. Strunk responded yes. Vice Mayor Martinez remarked that at the last census in 2000, the
population was 236,000+ and as a result, there was redistricting. He noted the count was now
approximately 250,000 and they may possibly have another redistricting because of the census.
Mr. Strunk remarked that he was unsure of that possibility, however, the population has
increased and that will probably trigger a look at all legislative boundaries.
Councilmember Clark stated she had received her census form today. She read the questions on
the form starting with the name, sex, age; race and how many people live in the household. She
explained that the form was non-intrusive and easy to complete. She noted that it includes a
return envelope for their convenience. She suggests residents fill it out as soon as it is received
so as not to forget. She explained how the census will affect everyone's quality of life if not
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returned. She noted if residents are not counted, they were not part of the solution in terms of
contributing to the city's overall quality of life.
Councilmember Goulet asked how the census was dealing with the population regarding Luke
Air Force Base. Ms. Gorham explained that they will be counted wherever their family resides,
which would be here in Glendale. She added that Luke has been an incredible partner to the city
in this endeavor.
Councilmember Goulet asked how they were dealing with the foreclosure market and the count
of those residents. Mr. Strunk explained that the count will be where people are living as of
April 1, 2010. He noted there had been a special census taken in the past because of the growth
in Maricopa County, which might be a reliever.
Councilmember Clark thanked staff for the excellent job they had done in getting the
information out. She noted she had counted between 33 and 50 different methods the city had
embarked on to make people aware of the census. She thanked them once again for all their hard
work.
Mayor Scruggs also thanked staff for their outstanding work. She noted that they had done
everything that can be done to change people's perception and instruction on the census. She
only hopes for the best at this time.
Councilmember Clark stated she had heard from some people that they were only supplying their
name on the form. She asked what the consequences were for doing that. Mr. Strunk stated that
the law requires residents complete the census once every ten years in full. He indicated that it
was up to the census to address any punitive measures. The punitive fees range from $100 to
$500.
Mayor Scruggs commented on an article stating how the government was now using everyone's
Face Book, MySpace and Twitter accounts to locate people who had eluded them. She added
that the census was part of the constitution and should not be seen as an overreach of
government into people's lives. She hopes this all can be done in a positive manner.
As there were no further comments, Mayor Scruggs adjourned the meeting.
ADJOURNMENT
The meeting was adjourned at 2:05 p.m.
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