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CC Exhibit 12-05-2017 Oral CommunicationsWhat Cupertino Wants (and what it doesn't) Greg Kopczynski If we are to believe the stated conclusions of the 2017 Cupertino Community Survey, the type of businesses Cupertino residents want most to see here are more restaurants . Certainly city officials seem to believe this (or at least want us to believe it) as this claim by a city official is the reason I became aware of both the survey and the conclusion. But is that really what the survey results conclude , or is this a manipulation of statistics? Because this conclusion seemed so strongly counter-intuitive to me , I decided to review these survey results and see which was the case . After reviewing these survey results , I came to a very different conclusion . But before answering this specific question , it is worth examining a few other survey responses that seem connected. The first is the "Quality of Life " responses , and in particular the change in those responses over time. In my opinion , the survey 's choice to represent this information (and many other responses) in horizontal stacked bar charts was a poor one that makes the trends less visually intuitive . The best choice for trend lines such as these are line charts , and so those are the kind of charts I created for most of this data. So let 's look at the "Quality of Life " responses over time: Satisfaction w/ Quality of Life 52 .5% 17 .5 % 0 % ~~~~~~~~~~~!!!!!!!!!!~~~::::~ 2008 2010 2012 2014 2017 o Very Satisfied o Somewhat Satisfied o Somewhat Dissatisfied This shows a clear reversal of direction in residents feelings about their satisfaction with the quality of life here . "Very satisfied " responses had been climbing steadily from 2008-2014, and then suddenly dived in 2017 (resulting in the gains in "somewhat satisfied " and "somewhat dissatisfied " responses). So something appears to have changed residents ' satisfaction levels over the past three years . So what else have residents become increasingly dissatisfied with according to this survey? Here are the Satisfaction with Shopping Environment responses to offer some clues : Satisfaction with Shopping Environment 50 % 37.5% 25 % 12.5% 0% 2008 2010 o Very Satisfied o Somewhat Dissatisfied 2012 201 4 o Somewhat Satisfied o Very Dissatisfied 2017 Again , no big shifts between 2008 and 2014 , but in 2017 , "very satisfied " responses come crashing down to represent the lowest percentage of all responses . And this time all of that loss shifts to "somewhat dissatisfied " and "very dissatisfied ". In other words , the shift is more pronounced than that for the "quality of life " responses. It is also worth keeping in mind that Main Street opened in 2016 . So it certainly ind icates that what slim shopping that Sand Hill Properties ' Main Street development has offered Cupertino residents did not satisfy residents shopping expectations at all. But there is more in the survey that suggests Cupertino residents ' shopping expectations are not being met. And that is where we come to the inexplicable assertion that more restaurants are what Cupertino residents are most demanding. Indeed , that category did top the list of survey responses for businesses that Cupertino residents would like to see ... but at less than 20 % of responses . The way this survey achieved this statisti cal sleigh t -of -hand was by breaking up the shopping -related responses in t o a series of eight "buckets " while only splitting restauran t responses in to two : fast food or highe r end restaurants . But what happens when we combine all of the shopping-related responses together, as well as the other top three responses: restaurant-related and grocery-related? The following chart answers that question definitively: Businesses Would Like to See 150.000% 112.500% 75.000 % 37.500 % 0 % 2 01 4 2 017 • Grocery* • Restaurants* • Shopping* Note the growth in "shopping-related" responses to those for the next two highest responses, "restaurant-related " and "grocery-related ". As you can see, even in 2014 shopping-related responses were far larger than the other two categories -greater than both of those categories , combined. But in 2017 the "shopping-related " response percentages really grew, both relative to 2014 and relative to the other two top categories. In fact , in 2017 the percentage of shopping-related responses was nearly *double * the combined percentages for the next two categories. Given the trend line correlation between the shopping charts and the quality-of-life chart, it would be reasonable to infer that dissatisfaction with Cupertino 's shopping environment is a significant factor in Cupertino residents growing dissatisfaction with their quality of life. But there is one more factor that is clearly affecting residents ' assessment of their quality of life : traffic. And again based on the survey responses , you can see that between 2006 and 2014 traffic was just one of the top five responses that ebbed and flowed in the 0-30 % range along with the others. It becomes quite clear by looking at the trend lines that the degree to which traffic weighs on residents' minds increases dramatically in 2017 : 60 % 45 % 15 % 0% 2006 2008 o Control Growth o Education 2010 2012 2014 2017 o Affordable Housing o Traffic o Economic Health And keep in mind that nearly 60 % of residents noting traffic as the most important issue facing Cupertino in 2017 is before residents have felt the impact of the extra traffic from Apple Campus 2 opening. But I would suggest that the traffic and shopping issues are intertwined. After all , with the exception of the anchor stores at Vallco (which likely weren't as upscale as most Cupertino residents would prefer), the mall has not been offering much in the way of a shopping experience for the entire timespan these surveys covered. So I would suggest that perhaps the reason that satisfaction with Cupertino 's shopping environment has cratered so much since the last survey is that traffic has become so much worse , making having to go to other cities to shop much more miserable of a chore than it had been just a few years ago. And of course , both of these issues are extremely relevant to Sand Hill Properties' plans for Vallco . With their Hills plan comprising high-density office at a location that is already highly congested, residents can only expect the traffic congestion to get much , much worse. And with only 16% retail space in those plans (and that would include big footprint retail like the ice rink , bowling alley, and movie theater), they will be offering little in the way of relief for the dearth of shopping available in this city (and changing high -density office to high-density housing or office/housing mix doesn 't change these realities). So the 2017 Cupertino Community Survey indeed sh i ned quite a bit of light on what residents want and don't want in Cupert ino. Unfortunately, Sand Hill Properties plans for Vallco offer residents much more of what they don 't wan t and very little of what they do.