SUMMARY OF DRAFT VISION STATEMENT COMMUNITY FEEDBACK SURVEY MAY 13, 2021 - Prepared for City of Medford
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SUMMARY OF DRAFT VISION STATEMENT
COMMUNITY FEEDBACK SURVEY
MAY 13, 2021
Prepared for
City of MedfordINTRODUCTION
The Medford 2040 Community Vision is a community-driven process facilitated by the City of
Medford to gain a clear understanding of how people who live, work, recreate or seek other
services in Medford want the city to look and feel over the next 20 years and to develop a
detailed plan on how to achieve it. The Community Vision process will result in two documents:
• Vision Statement: A broad description of what Medford community members want the
city to look and feel like by the year 2040.
• Action Plan: A detailed list of strategies and actions the community partners will take to
achieve the Vision Statement.
The Community Vision process is guided by a Task Force of volunteer citizens who represent
different community interests. This group is leading development of the Community Vision
based on community input and other information.
The Task Force has used previous community input to develop a draft Vision Statement that
describes how community members want Medford to look and feel by the year 2040. Under
the guidance of the Task Force, the Community Vision Project Team encouraged community
members to complete a survey to collect feedback on the draft Vision Statement to make sure
it accurately reflected the values and desires of community members.
SURVEY OBJECTIVES
• Collect community feedback on the draft Vision Statement to ensure it addresses the
values of community members and the challenges we need to overcome
• Compile community input to develop potential strategies and actions to implement the
Vision Statement
SURVEY QUESTIONS
The survey presented the draft Vision Statement, which includes a Core Vision Statement and
five Focus Area Statements. Survey participants were asked to respond to the following
question for each element of the Vision Statement.
• Is this statement heading in the right direction in describing how you want Medford to
look and feel in the future? (Strongly agree; Somewhat agree; Somewhat Disagree;
Strongly Disagree; Unsure)
• Please explain your answer
• Do you have specific ideas of how this vision could become a reality?
Summary of Community Feedback Survey
2KEY CONCEPTS
Over 440 community members submitted survey responses. The Project Team summarized the
written responses to all survey questions into comment themes. Key concepts from responses
include:
• Most respondents agree with the draft Vision Statement. Overall, a majority of
respondents indicated they strongly agreed or somewhat agreed that the draft Core
Vision Statement and Focus Area Statements were heading in the right direction to
describe how they want Medford to look and feel in the future. In their comments,
many respondents expressed agreement with terms that characterize the future of
Medford as clean, safe, family friendly, affordable, accessible, beautiful and diverse.
• Name the challenges associated with houselessness. Comments from respondents
expressed a prevalent belief that the challenges associated with houselessness need to
be directly addressed for other aspects of the vision to be achievable. The priority to
support people experiencing houselessness was linked to the need to provide mental
health and drug addiction services; address community concerns about cleanliness,
aesthetics and public safety; and make Medford an affordable and economically
successful place for all community members to gather and thrive.
• Elevate diversity and build equity. Several respondents wanted higher commitments of
diversity, equity and inclusion in each of the draft statements. These commenters
wanted to ensure that Medford’s marginalized communities and vulnerable populations
are not left behind in Medford’s future success, and called for benefits of affordability,
accessibility and economic development to be prioritized for these groups.
• Include environmental values. While the statements referenced Medford’s natural
beauty, some commenters wanted more emphasis on conserving and protecting
Medford’s natural resources and rural qualities, making plans for sustainability and
developing a strategy to address climate change.
• Develop a well-planned community with a variety of transportation possibilities.
Commenters said the statements should envision Medford as a place where people
have everything they need near their homes and can make essential trips and travel to
nearby communities without the need of a personal vehicle.
• Don’t lose Medford. Some respondents expressed concern that Medford was changing
due to outside influences and wanted to recover characteristics from Medford’s recent
past. These comments placed a higher value on small-town feel, timber and agriculture,
and downplayed values of diversity, growth and urbanism.
• Make sure the statements are achievable. A fair number of respondents thought the
draft statements seemed unrealistic or unaffordable and said they included lofty
language that could not be measured for success. Many of these commenters also
wanted to better understand the next steps to achieve the vision, the role of the City of
Medford in implementing it and the partnerships that would be involved.
Summary of Community Feedback Survey
3DISTRIBUTION
The survey was available between April 26 and May 7, 2021. The Project Team incentivized
participation with a chance to win a $50 Amazon gift card for people who completed the
survey.
The goal of survey distribution was to reach as many community members as possible and
include the perspectives of Medford’s low-income community, Community Members of Color,
Lesbian Gay Bisexual Transgender and Queer community members and community members
who speak English as a second language. The results of this survey are not scientific.
The Community Vision Task Force and Project Team distributed the survey throughout the
community using the methods described below.
• Project website: Medford2040.org
• City of Medford website: ci.medford.or.us
• City of Medford e-newsletter
• Social media advertisements: Facebook and Instagram
• News release
• Medford Downtown Association e-newsletter
• Shared with City of Medford staff
• Shared with community partners:
o ACCESS, Inc. o Children's Advocacy Center
o Addictions Recovery Center (CAC)
o AllCare Health o Chiron Center
o American Red Cross o City of Ashland
o Amy's Kitchen o Community Volunteer
o ARC of Jackson County, The Network
o Asante o Community Works
o Asante Foundation o Compass House
o Ashland Family YMCA o Compassion Highway Project
o Ashland Supportive Housing o Consumer Credit Counseling
(ASH, Inc.) Services
o Asian Pacific American o Downtown Medford
Network of Oregon Association
(Portland) o Easter Seals Oregon
o Ballet Folklorico o Family Nuturing Center
o Black Alliance and Social o Family Solutions
Empowerment o Gospel Missions
o Caminos o Grandmas 2 Go
o CASA of Jackson County o Harry & David
o Center for Non-Profit Legal o Healing Blues, Inc.
Services o Hearts with a Mission
Summary of Community Feedback Survey
4o Help Now Advocacy o Rogue Valley Country Club
o HIV Alliance o Rogue Valley Family YMCA
o HOPE Equestrian o Rogue Valley Farm to School
o Inclusion Works o Rogue Valley Manor
o Jackson County Library o Rogue Valley Mentoring
Services o Rogue Valley Veterans &
o Jackson County SART Community Outreach
o Kairos o Rogue Workforce
o Kids Unlimited o Roots & Wings
o LaClinica o RVCOG
o Lithia Motors Inc. o Salvation Army
o Living Opportunities o Set Free Christian Fellowship
o Magdalene Home Rogue Retreat
o Mahar Homes o Sherm's Thunderbird
o Maslow Project o SMART of Southern Oregon
o Max's Mission o SO Coalition for Racial Equity
o Medford Chamber o SOCFC
o Medford School District o SOREDI
o Medford/Jackson County o SOU Office of Equity,
Chamber Diversity, and Inclusion
o Naumes, Inc. o SOU Small Business
o OnTrack Rogue Valley Development Center
o Options for Helping o Southern Oregon Chinese
Residents of Ashland (OHRA) Cultural Association
o Pacific Retirement Services o Southern Oregon Goodwill
(PRS) o St. Vincent de Paul
o Phoenix Counseling Center o Teresa McCormick Center,
o Phoenix-Talent School Harry & David
District o Travel Medford
o Pulver & Leever Real Estate o Unete
o Redemption Ridge o United Way
o Resolve o Upper Rogue Community
o Rogue Community College Center
o Rogue Community Health o WinterSpring
o Rogue Credit Union o Youth715
o Rogue Disposal
Summary of Community Feedback Survey
5SURVEY RESPONDENTS
The survey included questions about survey respondents to understand who in the community
participated, their relationship to Medford, and how they learned about the survey.
Total respondents 448
Relationship to Responses Years active in Responses
Medford (Total / %) Medford (Total / %)
Reside 329 / 73.44% Less than 1 year 15 / 3.35%
Work 233 / 52.01% 1 – 5 years 78 / 17.41%
School 18 / 4.02% 6 – 10 years 62 / 13.84%
Shop, recreate, 68 / 15.18%
148 / 33.04% 11 – 20 years
entertainment
Other 117 / 26.12% More than 20 years 225 / 50.22%
Responses Responses
ZIP code (Total / %) Source (Total / %)
Email 176 / 39.29%
97504 200 / 45.87%
Social media 98 / 21.88%
97501 118 / 27.06%
Presentation 8 / 1.79%
97502 41 / 9.40%
News source 14 / 3.13%
97520 13 / 2.98%
Word of mouth 37 / 8.26%
97524 13 / 2.98%
Other* 115 / 25.67%
97530 12 / 2.75%
*Medford School District and utility bill insert
most frequently reported
97535 8 / 1.83%
Other 31 / 7.11%
Responses Responses
Gender (Total / %) Sexuality (Total / %)
Female 181 / 65.34% Lesbian or gay 9 / 3.44%
Male 80 / 28.88% Bisexual 15 / 5.73%
Transgender 1 / 0.36% Queer 9 / 3.44%
Heterosexual or 207 / 79.01%
Non-binary 10 / 3.61%
straight
Self-describe 5 / 1.81% Self-describe 22 / 8.40%
Summary of Community Feedback Survey
6Responses Language spoken at Responses
Age (Total / %) home (Total / %)
Youth 1 / 0.36% Mandarin 1 / 0.36%
18 – 25 16 / 5.78% English 264 / 95.65%
26 – 35 39 / 14.08% Russian 10 / 3.62%
36 – 45 67 / 24.19% Spanish 15 / 5.43%
46 – 65 94 / 33.94% Vietnamese 0 / 0.00%
Seniors 65+ 60 / 21.66% Other or multiple 9 / 3.26%
Responses Responses
Race / Ethnicity (Total / %) Household income (Total / %)
American Indian or 9 / 3.33% 13 / 4.98%
Less than $25,000
Alaska Native
Asian American 5 / 1.85% $25,000 - $50, 000 70 / 26.82%
Black or African 6 / 2.22% 51 / 19.54%
$50,000 - $75,000
American
Latino/a/x or 18 / 6.67% 44 / 16.86%
$75,000 – $100,000
Hispanic
Native Hawaiian or 0 / 0.00% 60 / 22.99%
$100,000 - $200,000
Pacific Islander
White or Caucasian 200 / 74.07% More than $200,000 23 / 8.81%
Multiple races / 13 / 4.81%
ethnicities
Self-describe 19 / 7.04%
Responses
Housing (Total / %)
No permanent 6 / 2.14%
housing
Rents home 55 / 19.57%
Owns home 220 / 78.29%
Summary of Community Feedback Survey
7FEEDBACK ON DRAFT VISION STATEMENT
The Project Team compiled and summarized the feedback on the draft Vision Statement’s Core
Vision Statement and five Focus Area Statements into themes and characterized the number of
comments that support each theme.
Community Vision Focus Areas
• Fostering Economic Growth & Resiliency: Building on existing economic strengths and
foster a more sustainable, robust, and diverse economy.
• Enhancing Hometown: Creating a community that supports and is attractive to multiple
generations.
• Connecting Community: Enhancing connections, both social and physical, to promote
and achieve a more inclusive community environment.
• Fostering Safety & Wellness: Creating a physical and social environment that promotes
individual well-being and safety for all.
• Promoting Recreation Opportunity: Build on the community’s recreational sports focus
for residents, businesses and visitors to enhance the local economy and livability.
Comment Prevalence
The number of comments that contributed to each theme is characterized as either High,
Medium or Low.
• High: Common ideas shared by many respondents
• Medium: Ideas supported by a fair number of respondents
• Low: The unique ideas of a few respondents
Comments on how to achieve the vision
The survey included a question asking respondents to share specific ideas of how the vision
statement could become a reality. These comments will be included in a forthcoming document
on proposed actions and strategies expected summer 2021.
Summary of Community Feedback Survey
8CORE VISION STATEMENT
“In the year 2040, Medford is a vibrant, diverse, welcoming, and inclusive urban community that
embraces and celebrates the stunning beauty of its environment. A flourishing regional hub
whose diverse economic base provides unmatched business, education, and employment
opportunities, Medford maintains a safe, healthy, and family-friendly atmosphere with a
thriving and engaged community. All generations and cultures work together to foster
prosperity for all.”
Is this statement heading in the right direction in describing how you want Medford to look
and feel in the future?
esponses
Strongly agree Somewhat Somewhat Strongly nsure
agree disagree disagree
Comment theme Prevalence
Strong agreement with the focus on a safe, healthy and family High
friendly atmosphere with intent to address challenges associated
with houselessness
The statement should include the term “equity” and place a high High
priority on working together to help marginalized people
The statement should include a high priority on affordability, High
including affordable housing and jobs that pay living wages
Agree with the focus on vibrance and beauty to make Medford a Medium
place where people enjoy living in and continue to value
aesthetically
Summary of Community Feedback Survey
9Comment theme Prevalence
Agree with the sense that Medford could serve as a cultural hub Medium
of southern Oregon and should develop unique attractions similar
to those found in smaller neighboring cities
Agree with the value placed on diversity Medium
The statement should include an emphasis on a well-planned Medium
community that creates livable spaces and multiple
transportation options for all ability levels
The statement should protect Medford’s rural and small-town Medium
characteristics and values and avoid an urban feeling
The statement should include values that promote environmental Medium
health, sustainability, and a way to address climate change
The focus on diversity feels unnecessary and creates a sense of Low
division
The statement should focus on conserving Medford’s character Low
and protect against outside interests
The statement should include a priority for a functional justice Low
system that enforces regulations
The statement should include a focus on developing and Low
promoting recreational and tourism opportunities
The words “unmatched” and “limitless” seem unrealistic Low
The statement should place a high value on economic Low
development and being a place that is hospitable to small
business growth
• High: Common ideas shared by many respondents
• Medium: Ideas supported by a fair number of respondents
• Low: The unique ideas of a few respondents
Summary of Community Feedback Survey
10FOCUS AREA: FOSTERING ECONOMIC GROWTH & RESILIENCY
“In the year 2040, Medford has a diverse, sustainable, and innovative economic base that
provides for successful businesses and competitive wages. Fortune 500 Companies, small
business, and start-ups have the opportunity for organic growth and access to geographic
markets from local to global.
Exceptional professional, educational, and training opportunities provide a constant source
pipeline for skilled workforce to pursue successful career paths. The development, retention,
and growth of a variety of business types and sizes is fostered through quality planning efforts
and affordable business services and utilities. Medford residents enjoy quality senior living and
a full spectrum of family support services.
An interstate highway system, rail access, and an international commercial air service airport
provide convenient and affordable travel and shipping options. Medford’s economy grows and
diversifies with the times, allowing anchor industries and modern business models to develop
and expand as needed, when needed. Medford has a vast and affordable residential and
employment real estate market to serve business and corporate campus activity.
Downtown Medford is a vibrant core business and residential district offering a mix of retail,
cultural, entertainment, and culinary attractions for residents and visitors.”
Is this statement heading in the right direction in describing how you want Medford to look
and feel in the future?
esponses
Strongly agree Somewhat Somewhat Strongly nsure
agree disagree disagree
Comment theme Prevalence
Affordable housing and livable wages should be an important High
piece of a vision for economic development, including a vision to
address challenges associated with houselessness
Summary of Community Feedback Survey
11Comment theme Prevalence
The statement should prioritize small local business development Medium
over attracting large Fortune 500 Companies
The statement should include a vision to distribute economic Low
benefits equitably to marginalized groups and vulnerable
populations
It is not clear if “rail access” means passenger rail Low
The statement should clarify the industries Medford will focus on Low
The vision should include a focus on training youth and skilled Low
laborers for the industries we want to develop in Medford
The vision for economic development should incorporate Low
environmental sustainability and protect Medford’s natural
beauty
The vision for economic development should help the community Low
thrive without turning Medford into a large urban environment
The statement should be inclusive of low-income community Low
members and take care not to price people out of Medford
The statement should acknowledge the partnerships that would Low
be part of realizing the vision
• High: Common ideas shared by many respondents
• Medium: Ideas supported by a fair number of respondents
• Low: The unique ideas of a few respondents
Summary of Community Feedback Survey
12FOCUS AREA: ENHANCING HOMETOWN
“In the year 2040, Medford is a place we are proud to call home because of the quality of life,
sense of community, inclusive environment, and rich history. It is a place where all generations,
races, and cultures are welcomed and embraced as valued citizens in the broader community.
Affordable housing, strong K-12 schools, access to higher education, childcare, job opportunities
within the diversity of locally-owned businesses, quality healthcare, and commitment to
sustainability provide a foundation for lifelong living in Medford. In addition, diverse
recreational and cultural amenities offer opportunities to experience the richness of life through
the arts, community events, sports, shopping, libraries, and dining options.
Medford neighborhoods are attractive, safe, and accessible for their residents. Gathering
places, such as parks and a vibrant downtown, serve as linkage to the rich heritage we enjoy
and are centers for families and individuals to interact and build community.”
Is this statement heading in the right direction in describing how you want Medford to look
and feel in the future?
esponses
Strongly agree Somewhat Somewhat Strongly nsure
agree disagree disagree
Comment theme Prevalence
Strong agreement with the focus on feeling safe and family High
friendly
The statement should prioritize equity for marginalized High
communities and meeting the needs of houseless community
members, Black Indigenous and People of Color, people with
mental health challenges and drug addiction challenges
Summary of Community Feedback Survey
13Comment theme Prevalence
The statement should include a focus on creating a well-planned High
community with multiple transportation options for all ability
levels and language needs
The statement needs to acknowledge the need to address High
challenges associated with houselessness
The statement should describe the vision of how the school Medium
system will change and consider characteristics like efficiency and
performance
The school system should develop skills needed in the economy Medium
we envision
The vision should include a way to make living in Medford Medium
affordable through livable wages and affordable housing
The statement should include values that promote environmental Low
health, sustainability, and a way to address climate change
• High: Common ideas shared by many respondents
• Medium: Ideas supported by a fair number of respondents
• Low: The unique ideas of a few respondents
Summary of Community Feedback Survey
14FOCUS AREA: CONNECTING COMMUNITY
“In the year 2040, Medford connects community, both socially and physically, to promote
inclusivity and accessibility.
Gathering places where people interact and build relationships are located throughout the city
such as public squares, parks, restaurants, and places of worship. We encourage social
connection through public festivals, concerts, and events. The City of Medford facilitates public
awareness and diverse participation in its decisions and actions.
Attractive and intuitive physical connections provide effective access to the places within
Medford. Multi-modal and active transportation choices allow widely accessible mobility within
the region and promotes a cohesive community. Our robust public transit and wayfinding
systems support businesses, schools, and tourism.”
Is this statement heading in the right direction in describing how you want Medford to look
and feel in the future?
esponses
Strongly agree Somewhat Somewhat Strongly nsure
agree disagree disagree
Comment themes Prevalence
The statement should include a vision to make gathering places High
clean, safe, healthy and attractive
The community’s transit system does not need improvement and Medium
does not need to be a priority
The vision for the transportation system needs to be equitable Medium
and affordable especially for marginalized communities
The statement needs to address challenges associated with Medium
houselessness
Summary of Community Feedback Survey
15Comment themes Prevalence
The statement needs more emphasis on connecting Medford’s Medium
diverse communities and cultures and avoiding isolation
The statement should emphasize planning communities to enable Medium
active modes of transportation and creating activities near homes
• High: Common ideas shared by many respondents
• Medium: Ideas supported by a fair number of respondents
• Low: The unique ideas of a few respondents
Summary of Community Feedback Survey
16FOCUS AREA: FOSTERING SAFETY & WELLNESS
“In the year 2040, people feel safe in their homes, neighborhoods, and public places.
Seniors and people who experience disabilities enjoy ease of mobility and activity through
inclusive and thoughtful planning. Community resources, both public and private, are allocated
to support vulnerable populations in addressing health and wellness.
Proactive emergency planning bolsters resiliency; and provides preventative and responsive
measures for public safety during times of crisis.
As a regional hub for high quality healthcare services community members have equal access to
health care, prevention services, and education.”
Is this statement heading in the right direction in describing how you want Medford to look
and feel in the future?
esponses
Strongly agree Somewhat Somewhat Strongly nsure
agree disagree disagree
Comment themes Prevalence
The statement should acknowledge the need to address High
challenges associated with houselessness, including treatment for
drug addiction and mental health
The statement should include support for first responders Medium
The statement should include a vision to reform the public safety Medium
system
The statement should include a vision to keep community Medium
members healthy through affordable access to exercise, fresh
food and healthcare
Summary of Community Feedback Survey
17Comment themes Prevalence
The statement should name who we mean by “vulnerable Low
populations”
The statement should include a vision to eliminate racism from Low
the community
• High: Common ideas shared by many respondents
• Medium: Ideas supported by a fair number of respondents
• Low: The unique ideas of a few respondents
Summary of Community Feedback Survey
18FOCUS AREA: PROMOTING RECREATION OPPORTUNITY
“Medford, as the Heart of the Rogue Valley, celebrates our success as a premier recreation
destination in the Northwest.
With an exceptional climate and natural beauty, Medford is the recreational hub of the West
offering a number of world class recreational assets, drawing people from all over to enjoy the
natural wonders of Southern Oregon. Residents and visitors enjoy the opportunity to play and
compete in sports leagues and competitions, and participate in year-round family oriented
activities that are accessible to all.
Our incredible park system and premier facilities offer abundant opportunities for safe and
healthy living for residents and draw visitors. Medford leads in developing excellent indoor and
outdoor recreational opportunities, with an unparalleled quality of life for all.”
Is this statement heading in the right direction in describing how you want Medford to look
and feel in the future?
esponses
Strongly agree Somewhat Somewhat Strongly nsure
agree disagree disagree
Comment themes Prevalence
The statement needs to emphasize the importance of protecting High
our natural resources from the effects of climate change and
environmental degradation
The statement should include the need to increase resilience Medium
from natural disasters like wildfires in order to protect recreation
The statement needs to emphasize affordable access to Medium
recreation opportunities
Summary of Community Feedback Survey
19Comment themes Prevalence
The statement should emphasize cleanliness and safety in park Medium
and recreation facilities
The statement should specify a variety of recreation activities Medium
that serve the diverse needs of individuals, groups and different
cultures
The vision for tourism should be secondary to the needs of the Low
local community
• High: Common ideas shared by many respondents
• Medium: Ideas supported by a fair number of respondents
• Low: The unique ideas of a few respondents
Summary of Community Feedback Survey
20RESPONSES FROM SPECIFIC DEMOGRAPHICS
In the interest of being inclusive, the Project Team has distinguished responses from
demographics that are smaller in Medford and low-income communities to ensure these
perspectives are recognized in this summary.
RESPONSES FROM BIPOC COMMUNITIES
Respondents who did not identify as white were slightly less likely to agree strongly with the
Focus Area Statement called Fostering Safety & Wellness, and slightly more likely to be unsure
of this statement compared to total survey results. For all other elements of the draft Vision
Statement, this group was more likely to agree strongly with the draft statements.
Core Vision Statement Focus Area: Connecting Community
esponses esponses
Strongly agree Somewhat Somewhat Strongly nsure Strongly agree Somewhat Somewhat Strongly nsure
agree disagree disagree agree disagree disagree
Focus Area: Fostering Economic Growth & Focus Area: Fostering Safety & Wellness
Resiliency
esponses esponses
Strongly agree Somewhat Somewhat Strongly nsure Strongly agree Somewhat Somewhat Strongly nsure
agree disagree disagree agree disagree disagree
Focus Area: Enhancing Hometown Focus Area: Promoting Recreation Opportunity
esponses esponses
Strongly agree Somewhat Somewhat Strongly nsure
Strongly agree Somewhat Somewhat Strongly nsure
agree disagree disagree
agree disagree disagree
Summary of Community Feedback Survey
21RESPONSES FROM LOW-INCOME COMMUNITIES
People who reported lower annual household income brackets were largely aligned with total
survey results, but they were slightly more likely to strongly agree with the Focus Area
statement called Enhancing Hometown.
Core Vision Statement Focus Area: Connecting Community
Focus Area: Fostering Economic Growth & Focus Area: Fostering Safety & Wellness
Resiliency
Focus Area: Enhancing Hometown Focus Area: Promoting Recreation Opportunity
Summary of Community Feedback Survey
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