City of Salinas: 2013 Revenue Measure Feasibility Survey November - - PowerPoint PPT Presentation

City of Salinas: 2013 Revenue Measure Feasibility Survey

November 2013

Study Overview

Page 3 November 2013

Overview and Research Objectives

The City of Salinas commissioned TBWB Strategies and Godbe Research to conduct a survey of local voters with the following research objectives:

• Assess potential voter support for sales tax and UUT modernization

measures to protect City services with funding that cannot be taken by the State;

• Identify the type (general vs. special) and optimum tax amount at which

voters will support the measures;

• Prioritize projects and programs to be funded with the proceeds;
• Test the influence of supporting and opposing arguments on potential

voter support; and

• Identify any differences in voter support due to demographic and/or voter

behavioral characteristics.

Page 4 November 2013

Methodology Overview

• Data Collection

Telephone Interviewing

• Universe

28,063 likely November 2014 voters in the City of Salinas

• Fielding Dates

October 17 through October 26, 2013

• Interview Length

18 minutes

• Sample Size

600

• Margin of Error

± 4.0%

Note: The data have been weighted to reflect the actual population characteristics of likely voters in the City of Salinas in terms of their gender, age, and political party type.

Summary and Recommendations

Page 6 November 2013

Conclusions and Recommendations

• Voters strongly support sales and utility users tax measures to increase

funding for a broad range of important services and facilities in Salinas including:

• Public safety.
• After-school programs.
• Street repair.
• Neighborhood recreation centers.
• Library hours.
• Senior services.
• They believe nearly all of the City’s major funding needs are important,

although in cases like code enforcement it is important to avoid obscure terminology.

• Voters believe reducing crime and making Salinas safer includes both

prevention efforts (like libraries, after-school homework assistance and youth programs) as well as effective law enforcement (like neighborhood policing, gang task force and secure police facilities)

Page 7 November 2013

Conclusions and Recommendations II

• Both general sales tax measures and the UUT test substantially above the

simple majority required for a general tax measure.

• There is not a statistically significant difference between the 1-cent and the

half-cent sales tax rates.

• Because of the support for a broad mix of services and facilities, the general

tax approach tests better than special tax approach.

• We recommend the City of Salinas proceed with planning to place a 1-cent

general sales tax and UUT modernization measure on the ballot.

• Continue with public outreach prior to formal Council action.

Key Findings

Page 9 November 2013

Uninformed Support: One Cent Sales Tax

(Sample A: n=301)

To improve our quality of life and maintain and enhance city services and facilities, including:

• crime and gang prevention;
• neighborhood policing and safety

inspections;

• police, fire and paramedic response;
• fixing potholes, streets, and sidewalks;
• library, park and recreation for youth

and seniors; and

• ther city services,

shall the City of Salinas enact a one cent sales tax, that can’t be taken by the State, with citizens’ oversight, annual independent audits, with all funds spent

• nly in Salinas?

DK/NA 8.4% Probably No 8.3% Definitely No 20.7% Definitely Yes 38.0% Probably Yes 24.6% Total Support 62.6%

Page 10 November 2013

Uninformed Support: Half Cent Sales Tax

(Sample B: n=299)

To improve our quality of life and maintain and enhance city services and facilities, including:

• crime and gang prevention;
• neighborhood policing and safety

inspections;

• police, fire and paramedic response;
• fixing potholes, streets, and sidewalks;
• library, park and recreation for youth

and seniors; and

• ther city services,

shall the City of Salinas enact a half cent sales tax, that can’t be taken by the State, with citizens’ oversight, annual independent audits, with all funds spent

• nly in Salinas?

DK/NA 8.0% Probably No 7.9% Definitely No 20.0% Definitely Yes 47.4% Probably Yes 16.7% Total Support 64.1%

Page 11 November 2013

Uninformed Support: Utility User Tax

(n=600)

Shall the current Utility User Tax

• rdinance be amended to reduce the tax
• n telecommunications users from 6

percent to 5 percent; exempt seniors; modernize the ordinance to reflect changes in federal and state law and to treat taxpayers the same regardless of technology; help fund essential municipal services including:

• public safety,
• fire protection;
• libraries, parks, recreation, and
• fixing potholes, streets and sidewalks,

with all money staying local for services and facilities in the City of Salinas?

DK/NA 12.6% Probably No 6.3% Definitely No 13.1% Definitely Yes 44.5% Probably Yes 23.4% Total Support 67.9%

Page 12 November 2013

Features of the Measure – Tier 1

(n=600)

Note: The above rating questions have been abbreviated for charting purposes, and responses were recoded to calculate mean scores: “Much More Likely” = +2, “Somewhat More Likely” = +1, “No Effect” = 0, “Somewhat Less Likely” = -1, and “Much Less Likely” = -2.

0% 20% 40% 60% 80% 100% Provide separate senior center for services & pgms. Increase code enforcement for neighborhood safety Increase neighborhood police patrols Maintain services and programs for low income seniors Maintain emergency & earthquake preparedness pgms. Enhance rapid police and fire response times Maintain neighborhood svcs., including graffiti removal Maintain library hours, services and programs Upgrade neighborhood recreational centers Fix potholes, streets and sidewalks Repair aging recreation centers to keep them open Enhance paramedic services and cut respons times Maintain and repair local streets and roads Maintain after-school programs for children and teens Enhance anti-gang and youth violence prevention efforts Keep streets from falling into disrepair Secure police facilities that protect safety of officers Enhance anti-gang and law enforcement efforts Keep schools safe from gangs and drugs 70.9% 71.4% 72.3% 72.6% 73.2% 74.1% 74.2% 74.2% 74.5% 75.8% 75.8% 76.3% 76.5% 76.7% 77.0% 77.2% 78.0% 79.2% 79.5% Split Sample C Split Sample D

Page 13 November 2013

Features of the Measure – Tier 2

(n=600)

Note: The above rating questions have been abbreviated for charting purposes, and responses were recoded to calculate mean scores: “Much More Likely” = +2, “Somewhat More Likely” = +1, “No Effect” = 0, “Somewhat Less Likely” = -1, and “Much Less Likely” = -2.

0% 20% 40% 60% 80% 100% Increase code enforcement Neighborhood safety inspections to prevent hazards Enhance City park lighting to make parks safer Safe, well-lit parks, fields and up-to-date rec. centers Neighborhood safety inspect. to remove weeds, etc. Update library facilities throughout the city Upgrade the outdated police operations center 50.3% 61.6% 61.9% 66.1% 67.1% 67.5% 69.0% Split Sample C Split Sample D

Page 14 November 2013

Influence of Supporting Statements

(n=600)

Note: The above rating questions have been abbreviated for charting purposes, and responses were recoded to calculate mean scores: “Much More Likely” = +2, “Somewhat More Likely” = +1, and “No Effect” = 0.

0% 20% 40% 60% 80% 100% UUT modernization will reduce rate on telecomm. 1% Currently the UUT is paid by landline households only Police Station is >50 years old, need new police ops. ctr. City has been very fiscally responsible, balancing … Senior citizens & low income residents receive … Adopted pension reform, reduced size of govt., etc. Budget cuts severely affected Fire Dept. response times Provide healthy living programs for seniors Improve our neighborhood cleanliness and safety Create good paying construction jobs in Salinas Raise more than $10 million dollars a year for public … Improves lighting, safety and public use of parks Upgraded streets, safety enhance quality of life Independent citizen oversight, mandatory financial … Homicide rate in Salinas is among the highest in … Expand pgms. to identify and shut down drug/gang … All residents, businesses, and visitors pay their fair … Space/programs for children/teens keep them off streets Streets, sidewalks and facilities will continue to … Improve current levels of public safety and police … Give Salinas local control over local funds for local … 3 of the City's fire stations are over 50 years old 59.3% 61.1% 62.6% 62.7% 63.0% 66.7% 67.3% 67.5% 67.6% 68.1% 68.5% 68.8% 69.2% 69.6% 71.3% 71.3% 71.8% 73.2% 73.3% 73.6% 74.3% 74.4% Split Sample C Split Sample D

Page 15 November 2013

Potential Opposition Statements

(n=600)

Note: The above rating questions have been abbreviated for charting purposes, and responses were recoded to calculate mean scores: “Much More Likely” = +2, “Somewhat More Likely” = +1, and “No Effect” = 0.

0% 20% 40% 60% 80% 100% Will drive shoppers out of Salinas, hurt local businesses City Council is responsible for the current problems Sales tax will be among highest in Monterey Co. Wouldn't need if salaries/pensions weren't out of control With the current economy, not right time to raise taxes There are no rules that direct the spending of these tax $ 38.5% 40.6% 44.2% 44.4% 49.8% 51.1% Split Sample C Split Sample D

Page 16 November 2013

Informed Support: One Cent Sales Tax

(Sample A: n=301)

0% 20% 40% 60% 80% 100% Initial Ballot Test Final Ballot Test 38.0% 49.2% 24.6% 19.1% 8.3% 7.6% 20.7% 20.9% 8.4% 3.2%

Definitely Yes Probably Yes Probably No Definitely No DK/NA To improve our quality of life and maintain and enhance city services and facilities, including:

• crime and gang prevention;
• neighborhood policing and safety

inspections;

• police, fire and paramedic

response;

• fixing potholes, streets, and

sidewalks;

• library, park and recreation for

youth and seniors; and

• ther city services,

shall the City of Salinas enact a one cent sales tax, that can’t be taken by the State, with citizens’ oversight, annual independent audits, with all funds spent only in Salinas?

Page 17 November 2013

Informed Support: Half Cent Sales Tax

(Sample B: n=299)

0% 20% 40% 60% 80% 100% Initial Ballot Test Final Ballot Test 47.4% 51.9% 16.7% 17.9% 7.9% 7.3% 20.0% 18.5% 8.0% 4.3%

Definitely Yes Probably Yes Probably No Definitely No DK/NA To improve our quality of life and maintain and enhance city services and facilities, including:

• crime and gang prevention;
• neighborhood policing and safety

inspections;

• police, fire and paramedic

response;

• fixing potholes, streets, and

sidewalks;

• library, park and recreation for

youth and seniors; and

• ther city services,

shall the City of Salinas enact a half cent sales tax, that can’t be taken by the State, with citizens’ oversight, annual independent audits, with all funds spent only in Salinas?

Page 18 November 2013

Informed Support: Utility User Tax

(n=600)

0% 20% 40% 60% 80% 100% Initial Ballot Test Final Ballot Test 44.5% 47.8% 23.4% 22.3% 6.3% 6.2% 13.1% 14.5% 12.6% 9.2%

Definitely Yes Probably Yes Probably No Definitely No DK/NA Shall the current Utility User Tax

• rdinance be amended to reduce the

tax on telecommunications users from 6 percent to 5 percent; exempt seniors; modernize the ordinance to reflect changes in federal and state law and to treat taxpayers the same regardless of technology; help fund essential municipal services including:

• public safety,
• fire protection;
• libraries, parks, recreation, and
• fixing potholes, streets and

sidewalks, with all money staying local for services and facilities in the City of Salinas?

Page 19 November 2013

Support for Alternative One Cent Special Sales Tax (Sample A: n=301)

To increase and maintain city police, fire and code enforcement services and facilities, including:

• hiring and equipping additional police
• fficers;
• providing more school and community

resource officers;

• improving fire department facilities and

equipment;

• building new police operations center;
• providing more code enforcement
• fficers for neighborhood safety and

clean-up inspections to prevent hazards; shall the City of Salinas enact a one cent sales tax, that can’t be taken by the State, with citizens’ oversight and all funds restricted to uses consistent with a voter approved expenditure plan?

DK/NA 6.6% Probably No 10.0% Definitely No 21.0% Definitely Yes 38.0% Probably Yes 24.5% Total Support 62.4%

Page 20 November 2013

Support for Alternative Half Cent Special Sales Tax (Sample B: n=299)

To increase and maintain city police, fire and code enforcement services and facilities, including:

• hiring and equipping additional police
• fficers;
• providing more school and community

resource officers;

• improving fire department facilities and

equipment;

• building new police operations center;
• providing more code enforcement
• fficers for neighborhood safety and

clean-up inspections to prevent hazards; shall the City of Salinas enact a half cent sales tax, that can’t be taken by the State, with citizens’ oversight and all funds restricted to uses consistent with a voter approved expenditure plan?

DK/NA 5.8% Probably No 9.5% Definitely No 19.2% Definitely Yes 41.8% Probably Yes 23.7% Total Support 65.5%

Page 21 November 2013

Recommended Next Steps Include

• Creation of a public “framework” of potential spending priorities
• Direct outreach by city officials to key Salinas stakeholders,

including neighborhood and civic associations, business and labor groups, and other civic-minded leaders and organizations

• Broad public outreach to ensure that all residents have the
• pportunity to learn more about potential funding measures and

provide input.

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