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QUALITATIVE RESEARCH <br /> positive that the City of Elk River residents were interested in hearing about how the City of Elk <br /> River was chosen as Energy City, no one knew of Energy City's origin prior to the in-depth <br /> interview.At the same time,two residents that had not heard of Energy City,claim that they"have <br /> never read anything about it and haven't gotten any notifications.' <br /> CITY OF ELK RIVER RESIDENTS: ENERGY EFFICIENCY AND SUSTAINABILITY <br /> After being asked specifically about Energy City, our team asked the City of Elk River <br /> residents if they were familiar with the concepts of energy efficiency and sustainability and how <br /> important these concepts were to them. In response, the City of Elk River residents' knowledge <br /> was wide-ranging and surface-level, consisting of everything from "preserving the earth and <br /> resources"to "energy conservation"to "recycling" and "solar power." Simultaneously, nearly all of <br /> the City of Elk River residents said that they strongly care about energy efficiency and <br /> sustainability and claimed that the concepts are important for the future.They seemed interested <br /> in learning more about Energy City, especially about how energy efficiency and sustainability will <br /> affect them personally and potentially save them money. Yet, two City of Elk River residents said, <br /> "it is important not to ruin the environment... [but it is also important] to be responsible with the <br /> resources we have,but not at the sacrifice of jobs or people's ability to make a living." <br /> CITY OF ELK RIVER RESIDENTS: RELATIONSHIP BETWEEN POWERED BY NATURE AND ENERGY <br /> CITY <br /> Given that the City of Elk River's official brand is Powered by Nature,we asked the City of <br /> Elk River's residents if they had heard of Powered by Nature, especially in comparison to Energy <br /> City and its recognition. In response, 10 out of 17 (or 59 percent) of respondents had heard of <br /> 0 <br /> Page 18 UNIVERSITY of ST.THOMAS <br /> �'_M_-AGY�Cl <br /> Opus College of Business <br />