PREPARED FOR:

1
THE JEFFERSON MEMORIAL FOREST AWARENESS, IMAGE
AND OPPORTUNITIES A SUMMARY REPORT
PREPARED FOR Jones Jones Architects and
Landscape Architects, Ltd. 105 South Main
Street, Suite 300 Seattle, WA 98104-3474
PREPARED BY Horizon InForm 100 Mallard Creek
Road Suite 200 Louisville, KY 40207
MARCH 2008
2
TABLE OF CONTENTS
Page 3 9 14 19 34 47
Overview and Implications Objectives, Profile and
Methodology Activities in the Marketplace Awarenes
s and Usage Image and Opportunities Related Topic
3
OVERVIEW AND IMPLICATIONS
This survey of over 2,000 local residents was
conducted by Horizon InForm in March of 2008 over
the Internet using the proprietary Platinum Panel
an online community of over 10,000 people in
the local metropolitan area. The demographics of
the sample strongly represented all segments of
the community. The final sample was then weighted
to exactly reflect the proportions of adults and
teens 16 years of age or older by age, geography
and gender.   People dont call this community
the City of Parks for no reason. Almost seven out
of ten enjoy a park at sometime during the year -
if only to just stop and relax a little. When
asked to mention places where one can enjoy
leisure activities such as picnicking and taking
children to public play areas or places with
wooded areas, hiking opportunities and other
outside activities they can literally name
hundreds of them. However, most
importantly   About one in four will mention
the Jefferson Memorial Forest as such a place
without any other prompting whatsoever (21
percent in East Louisville and 34 percent in
South Louisville).   About two in three have
actually heard of the Forest and most of them
have very positive impressions of it. Those who
have visited in the past three years rate it as
high as or higher than any of the places tested
save Bernheim Forest which enjoys a particularly
strong, although different, image.
4
OVERVIEW AND IMPLICATIONS (CONTINUED)
Many of those who go and these estimates
suggest it is between 125,000 and 150,000 each
year - do things they cant do many other places.
They hike on the trails (the short ones and the
longer challenging ones) they watch the unique
wildlife and study nature and the environment.
The many activities especially the unique ones
seem oriented toward the under 40 Millennials and
Generation X segments that enjoy an active and
outdoor life. South Louisville/Bullitt
residents and those in East Louisville/Oldham use
the Forest in very similar ways for the most
part. There is a higher incidence of fishing
among the South Louisville/Bullitt residents
(11-27 percent). However, East Louisville and
Central Louisville visitors make the trip for
the unique opportunity to take a long challenging
hike more often than do South Louisville
residents (East 33 percent Central 36 percent
South 25 percent).  
5
OVERVIEW AND IMPLICATIONS (CONTINUED)
  Those who dont go said the biggest reasons
are   They never heard of the place before
(about a third of all adults and teens in the
local community). That was especially true in
East Louisville.   Those who knew of it said
they really dont know enough to take a chance on
it or they just never think of the place when
the opportunity for outdoor activity is on their
personal agenda.   These respondents are open to
a number of the initiatives -- particularly the
new nature visitor center, and especially if it
is located around a signature entrance that is
well publicized. (Only about one in five people
aware of the Forest could find an entrance if
they had to do so.)  
6
OVERVIEW AND IMPLICATIONS (CONTINUED)
  The small cabins also received some positive
responses by a majority of past visitors and over
40 percent of non-visitors.   Finally, fees (as
long as they are not assessed for park entrance
or for use of the hiking trails) received
generally positive reviews.   Implications    
The Jefferson Memorial Forest is not the
well-kept secret that most thought. It has
considerable recognition in the community,
although what is known about the Forest is
sketchy at best. Many know it is there but do
not appreciate the diversity and uniqueness of
the place. As such, selected marketing efforts
must be made to increase awareness especially
outside the South Louisville/Bullitt County
corridor to the Highlands and East Louisville,
Oldham County. The marketing materials should
7
OVERVIEW AND IMPLICATIONS (CONTINUED)
Implications  

• Highlight the unique and differentiating
  attributes of the place especially the short
• hiking trails, the longer more challenging ones
  and the primitive camping. These data
• suggest that East Louisville residents, if they
  know about these opportunities, are
• as likely to take part in them than many people
  living close by the Forest.
• The Forest should build its brand around what is
  authentic, compelling and
• differentiating. However, it must also consider
  a signature entrance that defines the
• place and makes it easier and more accessible
  to those who are interested.
• The Forest has a variety of opportunities to
  increase revenue through some
• reasonable fee structure for learning programs,
  camping, special events in the Forest,
• access to horseback riding and a Friend of the
  Forest Program. It will be essential
• though to keep the signature hiking activities
  free of charge and look for ways to
• improve the experience even more.
• The current franchise seems to want more of the
  same challenging hikes and more
• primitive campsites. The more casual users and
  non-users had positive impressions of
• small cabins for rent in the Forest. However,
  if built they would demand an entirely
• new marketing effort and strategy.

8
OVERVIEW AND IMPLICATIONS (CONTINUED)
Implications  

• The potential for new or more frequent users may
  be more effectively exploited by
• continuing to tell those close to the Forest
  about the many park-type amenities it
• also offers picnicking, fishing, relaxing
  walks and places for children to play.
• Finally, the Forest advocates (as defined by
  those who have signed up for literature/
  newsletters) are very environmentally conscious.
  Ways should be considered to more effectively tie
  the Forest to this value without simply
  offering courses and workshops that those same
  people can find elsewhere. It will no doubt take
  some creative brainstorming.
• The opportunities for the Jefferson Memorial
  Forest are considerable. While weak on informed
  awareness, it is strong in image and unique by
  comparison. That is a positive place from which
  to act.

9
OBJECTIVES, PROFILE AND METHODOLOGY
10
OBJECTIVES AND METHODOLOGY

• Identify community interests in activities
  offered at the Jefferson Memorial
• Forest.
• Identify community awareness, usage and
  perceptions of the Jefferson
• Memorial Forest.
• Measure interest in possible new/improved
  facilities/activities at Jefferson
• Memorial Forest.

Objectives
A region-wide online survey among 2197 residents
age 16 or over including 530 respondents who
had visited Jefferson Memorial Forest in past
three years.
Methodology
When
March 13 March 17, 2008
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COMMUNITY PROFILE
The total local market area as defined here
includes approximately 800,000 adults and teens
16 years of age or older.   The so-called
Millennials and their immediate predecessors
Generation X (all under 45 years of age) are as
large a segment (if not larger) than the Baby
Boom Generation.   The largest and fastest
growing segment of the community is in eastern
Jefferson County and Oldham County.   Louisville
is a city of park users. The experience is part
and parcel of the local leisure
experience/culture.
Each of these dynamics have implications for the
future of the Jefferson Memorial Forest.
12
SAMPLE DISTRIBUTION
West Central
Indiana
Sample Size 180 Percent of Sample 8
South
East
Clark
Oldham
Floyd
East Jefferson
East/Oldham
West/Central
Sample Size 1,215 Percent of Sample 56
Sample Size 73 Percent of Sample 3
Jefferson
Shelby
South Jefferson
All Other Kentucky
Sample Size 72 Percent of Sample 3
South/Bullitt
Bullitt
Sample Size 657 Percent of Sample 30
Spencer
13
DEMOGRAPHICS
Total ()
Total ()
38
Children In Household Percent Yes Number of
Times Visited Metro Louisville Park In Last
Year 2 times or less 3 5 times 6 11 times 12
times or more Base
Gender Male Female Age Under 30 30 39 40
54 55 plus Mean Base
48 52 24 20 28 28 43.5 (2197)
28 25 23 23 (2197)
Louisville is a community of park users.
14
ACTIVITIES IN THE MARKETPLACE
15
ACTIVITIES AND BEHAVIORS
Not surprisingly, in the City of Parks about 72
percent said they enjoy going to a park to relax.
They can do that at the Jefferson Memorial Forest
(JMF) but they can also do that many other places
around the metropolitan area. On a positive
note, such things as hikes on short nature
trails, fishing, overnight camping and wildlife
watching are enjoyed by almost half of the
adult/teen population and most of them act on
their interest.   Many of the activities that
people enjoy and that are available at the
Jefferson Memorial Forest are most often done by
younger people, mostly those under 40.   The
activities for the over 40 segment (browsing,
listening to music, etc.) are available many
other places as are many of the activities at the
Forest that attract people of all
ages. Variation in activity by area of the
community is negligible.
16
ACTIVITIES TO ENJOY AND DO
Best Target
Going to the park to relax
72
All ages
Women Over 40
67
Browsing gift shops
Picnicking
All ages
62
Hikes on short nature trails
Under 30 Ages 40 - 54
56
Children to public play areas
Ages 30 - 39
53
Males Under 30
Fishing
49
Overnight camping
Under 30
48
Males All Ages
Wildlife Watching
40
Enjoy but not done recently
Enjoy and Do
Base (2197)
17
ACTIVITIES TO ENJOY AND DO (CONTINUED)
Best Target
Males 55 plus
Listening to Bluegrass music
34
Males Under 40
Bicycling/Mountain Road Bikes
31
Study about nature and environment
31
All ages
Females Under 30
28
Horseback riding
Taking children to environmental education program
Females Under 40
25
Males Under 30
25
Canoeing
Long challenging hikes on nature trail
25
Under 30
Volunteering for some green activity
21
All Ages
Attending environmental workshops
9
All Ages
None of the above
4
Enjoy but not done recently
Enjoy and Do
Base (2197)
18
SUMMARY OF TARGET MARKET ACTIVITIES
Under 40 (30 39)
All Ages
Under 30
Over 40

• Children to public
• play area
• Children to
• environmental
• education
• programs (Females)
• Bicycling/Mountain
• bikes (Males)

• To park to relax
• Picnicking
• Study nature/
• environment
• Volunteering for
• some green activity
• Attending
• environmental
• workshop
• Wildlife watching
• (Males)

• Hikes on short
• nature trails
• Fishing (Males)
• Overnight
• camping
• Horseback riding
• (Females)
• Canoeing (Males)
• Long challenging
• hikes on nature
• trails
• Bicycling/Mountain
• road bikes (Males)

• Browsing gift
• shops (Females)
• Listening to
• bluegrass music
• (Males/55)

South Louisville/Bullitt

• Fishing
• Overnight Camping

19
AWARENESS AND USAGE
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AWARENESS AND USAGE
A large number of people (66 percent) know that
the Jefferson Memorial Forest exists have heard
the name and for the most part have a general
idea of where it is located. As many people
thought of the JMF as thought of Bernheim Forest
or Otter Creek Park for the specific type of
activities tested.   While the Forest could not
compete for attention with such high visibility
places as Cherokee or Iroquois Park it was among
the first names mentioned by those who had been
there once in the past three years. So it
clearly made an impression, especially among
those in South Louisville.   Almost one in every
four people interviewed said they had been to the
Forest sometime in the past three years. That
represents almost 192,000 people over 16 and
about 64,000 unique visitors each year.   They
went to the Forest about 4.5 times in the three
years (about 1.5 times per year suggesting about
96,000 visits not counting children under 16).
Assuming many do bring their children the visits
could be around 125,000 to 150,000.  
21
AWARENESS AND USAGE (CONTINUED)
These visitors are park people who go to other
parks a great deal. They are more likely to have
children, be younger, males and living in South
Louisville and Bullitt County compared to those
who knew about the JMF and did not
visit.   Several unique activities that seem to
take people to the Forest over and above other
park alternatives were hikes on the short nature
trails, the challenging longer trails, wildlife
watching and the study of nature and environment.
These might be places for special focus because
they differentiate the Forest as opposed to
picnicking and relaxing.   The problem is not
general location but specific location. Only 21
percent of those who heard of the Forest could
find an entrance. In fact, less than half of the
past visitors said they could find there way back
again if they had to do it.   Not knowing
enough about where it is and what it has to
offer was the single biggest reason aware
non-visitors didnt make a trip to the Forest.
The other big reason was lack of recall. They
just never think about it.  
22
AWARENESS OF PLACES TO DO ALMOST ALL FOREST
ACTIVITIES (UNAIDED MENTIONS)
Aware Non-Visitors ()
TOTAL ()
Visitors ()
Cherokee Park Waterfront Park Iroquois Park Otter
Creek Park Jefferson Memorial Forest Bernheim
Forest All Others Dont Know of Any Base
23 22 18 13 12 12 43 25 (2197)
31 21 36 22 36 17 42 8 (530)
21 20 16 14 9 14 45 24 (1129)
Adds to more than 100 due to multiple
responses.
23
WOODED AREAS, HIKING TRAILS AND OUTDOOR
ACTIVITIES (UNAIDED MENTIONS)
Aware Non-Visitors ()
TOTAL ()
Visitors ()
Cherokee Park Iroquois Park Jefferson Memorial
Forest Bernheim Forest Otter Creek All Others
(Miscellaneous) Dont Know of Any Base
33 26 19 19 10 38 17 (2197)
32 35 49 20 16 34 7 (530)
36 28 17 22 12 42 13 (1129)
Adds to more than 100 due to multiple
responses.
24
OVERALL AWARENESS EVER HEARD OF
99
Waterfront Park
99
Iroquois Park
Cherokee Park
98
92
Shawnee Park
E.P. Tom Sawyer State Park
91
89
Otter Creek Park
89
Bernheim Forest
77
McNeely Lake
Jefferson Memorial Forest
66
Unaided wooded/hiking/ outdoor activities on list
Aided ever heard of
Base (2197)
25
OVERALL AWARENESS PENETRATION/USAGE PAST
THREE YEARS
99
Waterfront Park
99
Iroquois Park
Cherokee Park
98
92
Shawnee Park
E.P. Tom Sawyer State Park
91
89
Otter Creek Park
89
Bernheim Forest
77
McNeely Lake
Jefferson Memorial Forest
66
Aware/Usage
Aware/Non-Usage
Base (2197)
26
PROFILING THE VISITOR
Aware Non-Visitor ()
Visitor ()
Gender Male Female Age Under 30 30 39 40
54 55 plus Mean Children In Household Yes No B
ase
58 42 28 24 26 22 40 44 56 (530)
44 56 16 18 31 35 46.5 33 67 (1129)
48
66
27
PROFILING THE VISITOR (CONTINUED)
Aware Non-Visitor ()
Visitor ()
Area of Residence Indiana South/Bullitt
East/Oldham West/Central Annual Metro Park
Visitors Two times or less 3 5 times 6
times or more Base
15 40 20 24 7 22 71 (530)
24 31 27 16 27 29 44 (1129)
28
PRIMARY ACTIVITIES OF FOREST USERS
Hikes on short nature trails
Going to the park to relax
Picnicking
Wildlife watching
Taking children to public play areas
Long challenging hikes on nature trails
Studying about nature and the environment
Fishing
Browsing gift shop
Base (530)
29
PRIMARY ACTIVITIES OF FOREST USERS (CONTINUED)
Taking children to environmental
education programs
Bicycling (mountain/ road bikes)
Volunteering for some green activity
Overnight camping
Attending environmental workshop
Horseback riding
Listening to Bluegrass music
None of these
Base (530)
30
THE OVERVIEW
800,000 528,000 192,000 112,000 216,000
100 66 24 14 27
Total adult/teen population (16
plus) Aware/Heard of Jefferson Memorial
Forest Visited on their own or went with someone
else (past 3 years) Could definitely find the
entrance again if they wanted to go
back Interested in some new initiative



Estimated Annual Visits 96,000 (not counting
children) 64,000 visits among those 16 plus going
1.5 times per year.
31
SHARE OF CUSTOMERS IN METRO MARKET
17 15 13 10 10 10 9 8 5 5 4 4 3 3 2 2
Hikes on short nature trails Wildlife
watching Long challenging hikes on nature
trails Study about nature and environment Picnicki
ng Going to park to relax Attending
environmental workshops Children public play
areas Taking children to educational
programs Volunteering for some green
activity Bicycling (mountain/road) Fishing
Browsing gift shops Horseback riding Overnight
camping Listening to Bluegrass music
Number of Jefferson Memorial Forest users
(estimated annually) divided by number of those
16 plus in the total marketplace who participated
in the activity over past year.
32
ENTRANCE/GATEWAY TO JEFFERSON MEMORIAL FOREST
Knows where an entrance to Jefferson Memorial
Forest is located
Considered the Gateway To Jefferson Memorial
Forest
Not sure/ Maybe 23
Fairdale Valley Station Brooks Okolona J-town Shiv
ely Dont Know
No 56
Yes 21
Base (1659)
Base (1659)
Among those aware of the Forest.
33
REASONS FOR NOT GOING
Among Aware Non Users ()
44 41 24 11 1
Dont know enough to consider Would like to go
but never think about it Too far away Better
options elsewhere Negative perceptions/concerns
West Central respondents never think about
it. East End respondents dont know enough about
it.
Adds to more than 100 due to multiple responses.
34
IMAGE AND OPPORTUNITIES
35
IMAGE AND OPPORTUNITIES
Impressions of the Jefferson Memorial Forest are
generally pretty good. The past users rank it
almost as strongly as they do Cherokee Park,
Waterfront Park and some of the marquee park
properties. Only Bernheim Forest is considered
more favorably than JMF among its users.   The
challenge will be among those who have not
visited. They are more ambivalent about their
expectations but even so, 64 percent have a
positive impression of the place they have yet to
experience.   Attracting them and increasing
usage among past visitors can be helped by
developing and advertising a new nature center.
That combined with a signature entrance may be
one of the more important initiatives for the
Forest.   The small cabins in the Forest also
received positive feedback from a majority of
visitors and two of every five non-users.  
36
IMAGE AND OPPORTUNITIES (CONTINUED)

•  
• Environmental learning programs and expanded
  camping received positive feedback by a third of
  respondents and approximately half of the past
  visitors. The Friends of the Forest membership
  concept seemed to have some potential, albeit
  among only about a third of current visitors.
•  
• The fee for the membership should be well over
  10 and as a matter of fact most of these people
  had little problem with modest fees for horseback
  riding, primitive camping, concerts and
  environmental programs.
•  
• They did not think there should be an entry fee
  to the Forest or a fee for access to the popular
  nature trails (short or challenging.)
• That is consistent with the fact that the nature
  trails were
• consistently mentioned as the thing visitors
  liked best about the
• Forest. They will want those to remain free.
•  
•  
•  

37
IMPRESSIONS (IMAGE) PERCENT EXTREMELY/ VERY
FAVORABLE
Jefferson Memorial Forest
Aware Non-Users ()
All Aware ()
Users ()
Bernheim Forest Waterfront Park Cherokee
Park Otter Creek Park E.P. Tom Sawyer State
Park Jefferson Memorial Forest Iroquois
Park McNeely Lake Shawnee Park
88 85 77 74 73 72 60 40 29
93 83 81 83 79 83 72 48 34
88 85 80 75 72 64 57 36 28
38
JEFFERSON MEMORIAL FOREST WHAT THEY LIKED BEST
Visitors ()
Top Responses
Hiking trails Relaxing/Quiet/Calm/Peaceful Nature/
Natural/Undisturbed Trees Seclusion/Solitude/Not
crowded Beautiful place Wildlife Variety of
trails/Difficulty Feels like wilderness Lake/Fis
hing Helpful rangers/Staff/Volunteers How large
it is Picnic areas Information
center Clean Location/Convenience Base
32 13 12 11 10 8 8 7 7 7 6 6 5 5 5 5 (521)
Respondents who have visited Jefferson Memorial
Forest.
39
JEFFERSON MEMORIAL FOREST WHAT THEY LIKED LEAST
Visitors ()
Top Responses
Nothing Access to entrance/signs/signs on
trails Trash/Lacks cleanliness Location/Far
away Need more, updated bathroom
facilities Walking/Hiking trails not enough,
need to be cleared Not enough activities Lack of
information on park, activities/Needs
advertising Base
24 10 8 7 6 5 4
4 (530)
Respondents who have visited Jefferson Memorial
Forest.
40
INITIATIVE NEW NATURE VISITOR CENTER
Likelihood By Forest Usage
Likely to Visit/Use
Aware Non-Visitors ()
Visitors ()
(3) Somewhat Likely/Unlikely 28
(5, 4) Extremely/ Very Likely (3) Somewhat
Likely (2, 1) Not Very Likely At All Base
68 21 10 (530)
43 31 26 (1129)
(5, 4) Extremely/ Very Likely 45

• Best Targets
• Current/Past Visitors
• South/Bullitt County

(2, 1) Not Very Likely At All 26
Base (2197)
On a scale of 1 5 among all respondents.
41
INITIATIVE SMALL CABINS IN FOREST
Likelihood By Forest Usage
Aware Non-Visitors ()
Likely to Visit/Use
Visitors ()
(3) Somewhat Likely/Unlikely 22
60 18 22 (530)
(5, 4) Extremely/ Very Likely (3) Somewhat
Likely (2, 1) Not Very Likely At All Base
41 24 35 (1129)
(5, 4) Extremely/ Very Likely 45

• Best Targets
• Under 40
• Males
• West Central Louisville
• South Louisville/Bullitt County

(2, 1) Not Very Likely At All 33
Base (2197)
On a scale of 1 5 among all respondents.
42
INITIATIVE ENVIRONMENTAL LEARNING PROGRAMS
Likelihood By Forest Usage
Likely to Visit/Use
Aware Non-Visitors ()
Visitors ()
(3) Somewhat Likely/Unlikely 26
53 24 24 (530)
(5, 4) Extremely/ Very Likely (3) Somewhat
Likely (2, 1) Not Very Likely At All Base
33 28 39 (1129)
(5, 4) Extremely/ Very Likely 37

• Best Targets
• 30 to 39 year olds
• South Louisville/Bullitt Counties

(2, 1) Not Very Likely At All 37
Base (2197)
On a scale of 1 5 among all respondents.
43
INITIATIVE EXPANDED CAMPING FACILITIES (PRIMITIV
E, CAR CAMPING, BACK COUNTRY)
Likelihood By Forest Usage
Likely to Visit/Use
Aware Non-Visitors ()
Visitors ()
(3) Somewhat Likely/Unlikely 22
47 23 30 (530)
(5, 4) Extremely/ Very Likely (3) Somewhat
Likely (2, 1) Not Very Likely At All Base
30 24 46 (1129)
(5, 4) Extremely/ Very Likely 35

• Best Targets
• Under 55
• Males

(2, 1) Not Very Likely At All 43
Base (2197)
On a scale of 1 5 among all respondents.
44
INITIATIVE FRIENDS OF THE FOREST MEMBERSHIP
Likelihood By Forest Usage
Likely to Join
Aware Non-Visitors ()
Visitors ()
(3) Somewhat Likely/Unlikely 26
39 30 31 (530)
(5, 4) Extremely/ Very Likely (3) Somewhat
Likely (2, 1) Not Very Likely At All Base
23 27 50 (1129)
(5, 4) Extremely/ Very Likely 25

• Best Targets
• 30 39 year olds
• West/Central and South/Bullitt

(2, 1) Not Very Likely At All 49
Base (2197)
On a scale of 1 5 among all respondents.
45
INITIATIVES RANK ORDER BY PREFERENCE
Jefferson Memorial Forest
Aware Non-Visitor ()
Total ()
Visitor ()
New Nature Center Small Cabins in
Forest Environmental Learning Program Expanded
Camping Facility Friends of the Forest Membership
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
46
FEES FOR SERVICES AND ACTIVITIES
No Fee Entry to the Forest Access to Nature
Trail Fees Acceptable Environmental Learning
Programs (1.00) Access to Trails for
Horseback Riding (3.00) Primitive Campsites
(6.00) Concerts in the Forest (6.00)
Friend of the Forest (10.00 or more)
Range
0 0 Median 1.00 3.00 6.00 6.00 10 or more
Median acceptable fees.
47
RELATED TOPIC
48
100 MILE LOOP

•  
• Awareness of the 100 Mile Loop is weak at best.
  Its relationship to the Jefferson Memorial Forest
  is virtually non-existent.
• Based on their own description, only 58 percent
  of the 37 percent accurately described the Loop.
  So as few as one in five know enough about it to
  comment.
• An independent survey of Forest recipients (those
  who receive the newsletter) suggested that four
  out of five of them knew about the Loop and the
  majority described it accurately.
• It is apparently a detail that only the very
  engaged are familiar
• with and can describe it.
•  
•  

49
AWARENESS OF 100 MILE LOOP
Knowledge of 100 Mile Loop
Yes 37
58 8 34 (801)
No 63
Know what it is Provided vague/inaccurate
description Only heard name/Dont know Base
Base (2197)
Most Awareness East Jefferson/Oldham
Among those aware of the 100 mile loop.