NORTHLANDS

EMBARGOED UNTIL: 5 AM MST, SEPTEMBER 12, 2016

PRINT EXCLUSIVE: POSTMEDIA NETWORK
Mainstreet surveyed a random sample of 817 Edmonton residents by Smart IVR on September 6, 2016. A mixture of landlines and
cell phones were surveyed. Margin of error: +/- 3.43%, 19 times out of 20. Results were weighed by age and gender based on the
2011 Canadian Census.

B2

"Exclusive Mainstreet/Postmedia polls are protected

by copyright. The information and/or data may only
be rebroadcast or republished with full and proper
credit and attribution to Mainstreet/Postmedia.

57% SAY CITY SHOULD OPERATE NORTHLANDS

September 12, 2016 (Ottawa, ON) A new Mainstreet/Postmedia poll nds a majority of Edmontonians
believe it is the city of Edmonton who should be operating the facilities at Northlands - not the Northlands
Organization. The Mainstreet/Postmedia Poll surveyed 817 Edmonton residents on September 7 and has a
margin of error of +/- 3.43%, 19 times out of 20.
There has been a lot of discussion about the future of Northlands, said Quito Maggi, President of
Mainstreet Research. With many following Rogers Place it shouldnt be a surprise that less Edmontonians
are following Northlands proposals. 35% are following Northlands closely or somewhat closely - less than
the 42% Rogers Place scored. Another 17% are not aware of the redevelopment proposals at all.
The city is evenly split when it comes to funding a conversion of the current Northlands Coliseum, 34% are
in favour, 34% are opposed and 32% arent sure. Its the 32% of those who havent formed an opinion that
proponents and critics of the proposal must focus on. Women, and those 35-64 are the ones the most
undecided about the proposal.
There is more support for a concert site - 47% approve of a proposal to expand Northlands into a high
capacity concert and festival venue, but how to pay for the development is up in the air. Almost 40% are
not sure about a plan to sell land to create mixed use development that would help pay for the project. With
29% in favour and 32% opposed the numbers are within the margin of error: support and opposition is
deadlocked.
Edmontonians are much more decisive when it comes to the future of who should operate Northlands
itself. 57% say it should be the city - even if this means spending more public money on Northlands. Support
is broad among every demographic and unlike other Northlands questions a small number of
Edmontonians, only 9%, are undecided about this matter. With so many proposals being oated that sees
the city of Edmonton investing more money into Northlands, perhaps it should come as no surprise that
Edmontonians would rather see the city assume control of operations as well, nished Maggi.
About Mainstreet Research
Mainstreet is a national public research rm. With 20 years of political experience at all three levels of
government, President and CEO Quito Maggi is a respected commentator on Canadian public aairs.
Dierentiated by its large sample sizes, Mainstreet Research has provided accurate snapshots of public
opinion, having predicted a majority NDP government in Alberta, a majority Liberal government in British
Columbia and a majority Liberal government in Ontario. Mainstreet has been the most accurate polling rm
in several by elections and the most recent Toronto mayoral election. Most recently, Mainstreet was the only
polling rm to correctly predict a Liberal majority government in the 2015 federal election.
-30Available for interview from Ottawa: Quito Maggi, quito@mainstreetresearch.ca
For more information: David Valentin, 514-913-5524, david@mainstreetresearch.ca

B3

How closely have you been following proposals for

the redevelopment of Northlands?

City

18-34

35-49

50-64

65+

Male

Female

Very Closely

9%

8%

6%

10%

19%

9%

9%

Somewhat

26%

22%

14%

15%

41%

25%

27%

Not Too

31%

40%

38%

24%

15%

33%

29%

Not At All

17%

15%

23%

26%

6%

17%

17%

Not Aware

17%

14%

19%

25%

19%

16%

18%

Sample

817

124

190

244

259

406

411

B4

Should city council approve money to convert the

Northlands Coliseum into a community hockey and
curling venue?

City

18-34

35-49

50-64

65+

Male

Female

Yes

34%

41%

27%

27%

41%

37%

31%

No

34%

33%

35%

30%

40%

35%

33%

Not Sure

32%

26%

38%

43%

19%

28%

36%

B5

Should city council approve money to convert parts

of Northlands into a multi-use festival and concert
site capable of hosting up to 100,000 people?

City

18-34

35-49

50-64

65+

Male

Female

Yes

47%

53%

43%

38%

51%

42%

51%

No

27%

24%

30%

27%

28%

31%

23%

Not Sure

26%

22%

26%

35%

21%

26%

26%

B6

Do you approve or disapprove of selling part of

Northlands land to develop mixed use and
residential development if it would oset part of the
costs of redevelopment?

City

18-34

35-49

50-64

65+

Male

Female

Approve

29%

35%

27%

23%

26%

27%

31%

Disapprove

32%

30%

28%

32%

44%

32%

32%

Not Sure

39%

34%

45%

45%

30%

41%

37%

B7

Who should operate the facilities and lands at

Northlands? Should it be Northlands organization,
even if it has to operate at a loss or scale back
operations or should it be the city, even if it means
spending more tax dollars into facilities?

City

18-34

35-49

50-64

65+

Male

Female

City

57%

66%

54%

48%

55%

58%

56%

Northlands

34%

27%

36%

40%

38%

33%

35%

9%

6%

10%

12%

8%

9%

9%

Not Sure

B8

SCRIPT

How closely have you been following proposals for the redevelopment of Northlands?
Very closely
Somewhat Closely
Not Too Closely
Not At All Closely
Not Aware of the Story
Should city council approve money to convert the Northlands Coliseum into a community hockey and curling
venue?
Yes
No
Not Sure
Should city council approve money to convert parts of Northlands into a multi-use festival and concert site
capable of hosting up to 100,000 people?
Yes
No
Not Sure
Do you approve or disapprove of selling part of Northlands land to develop mixed use and residential
development if it would oset part of the costs of redevelopment?
Approve
Disapprove
Not Sure
Currently the city of Edmonton owns the facilities at Northlands but they are operated by the Northlands
organization. Who should operate the facilities and lands at Northlands? Should it be Northlands organization,
even if it has to operate at a loss or scale back operations or should it be the city, even if it means spending more
tax dollars into facilities?
The City, even if it means spending more tax dollars into facilities
Northlands organization, even if it has to operate at a loss or scale back operations
Not Sure

CALGARY GREENWAY

WHITBY

Most Accurate Pollster of the Calgary

Greenway by election.

Most Accurate Pollster of the

Whitby by election.

SASKATCHEWAN

MANITOBA

Most Active Pollster of Saskatchewans

general election, top results within MoE.

Most Active Pollster of Manitobas general

election, top results within MoE.

ONLY WE
CALLED
THE
LIBERAL
MAJORITY.

I recommend "Raiders of the Lost Campaign Arc," released Oct. 18, because its an interview
with a pollster that everyone who follows politics should hear. Quito Maggi, of Mainstreet Public
Research, was the only pollster I saw call the Liberal majority with such condence, a week
before we voted.
Maggi also has the distinction of being the guy who predicted the BC Liberals would win in 2013,
in deance of the majority of the polls.
His technique involves picking a true bellwether riding and polling it thoroughly. His explanation
for how he does it is well worth a listen and should be required research for anyone running a
political campaign. - Shannon Rupp, The Tyee, November 4th, 2015
Mainstreet Research | 1322255B Queen Street East
| Toronto | Ontario | M4E 1G3 | Canada

Mainstreet is a national public research rm. With 20 years of political experience at all three
levels of government, President and CEO Quito Maggi is a respected commentator on Canadian
public aairs.
Dierentiated by its large sample sizes, Mainstreet Research has provided accurate snapshots of
public opinion, having predicted a majority NDP government in Alberta, a majority Liberal
government in British Columbia and a majority Liberal government in Ontario. Mainstreet has
been the most accurate polling rm in several by elections and the most recent Toronto mayoral
election. Most recently, Mainstreet was the only polling rm to correctly predict a Liberal majority
government in the 2015 federal election.

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