City of Salinas: 2013 Revenue Measure Feasibility Survey November 2013
Study Overview
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 3 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 Page 4 City of Salinas in terms of their gender, age, and political party type. November 2013
Summary and Recommendations
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 6 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. Page 7 November 2013
Key Findings
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: Definitely • crime and gang prevention; No Definitely Yes 20.7% • neighborhood policing and safety 38.0% inspections; • police, fire and paramedic response; • fixing potholes, streets, and sidewalks; • library, park and recreation for youth Probably and seniors; and Probably Yes No 24.6% • other city services, 8.3% shall the City of Salinas enact a one cent sales tax, that can’t be taken by the State, DK/NA with citizens’ oversight, annual Total Support 8.4% independent audits, with all funds spent 62.6% only in Salinas? Page 9 November 2013
Uninformed Support: Half Cent Sales Tax (Sample B: n=299) Definitely No To improve our quality of life and maintain and enhance city services and 20.0% facilities, including: • crime and gang prevention; Definitely Yes • neighborhood policing and safety 47.4% inspections; • police, fire and paramedic response; • fixing potholes, streets, and sidewalks; Probably • library, park and recreation for youth Probably Yes No and seniors; and 16.7% 7.9% • other city services, shall the City of Salinas enact a half cent DK/NA sales tax, that can’t be taken by the State, Total Support 8.0% with citizens’ oversight, annual 64.1% independent audits, with all funds spent only in Salinas? Page 10 November 2013
Uninformed Support: Utility User Tax (n=600) Definitely No Shall the current Utility User Tax 13.1% ordinance be amended to reduce the tax on telecommunications users from 6 percent to 5 percent; exempt seniors; Definitely Yes modernize the ordinance to reflect 44.5% changes in federal and state law and to Probably treat taxpayers the same regardless of No technology; help fund essential municipal 6.3% services including: • public safety, Probably Yes • fire protection; 23.4% DK/NA • libraries, parks, recreation, and 12.6% • fixing potholes, streets and sidewalks, Total Support with all money staying local for services 67.9% and facilities in the City of Salinas? Page 11 November 2013
Features of the Measure – Tier 1 (n=600) 79.5% Keep schools safe from gangs and drugs 79.2% Enhance anti-gang and law enforcement efforts 78.0% Secure police facilities that protect safety of officers 77.2% Keep streets from falling into disrepair 77.0% Enhance anti-gang and youth violence prevention efforts 76.7% Maintain after-school programs for children and teens 76.5% Maintain and repair local streets and roads 76.3% Enhance paramedic services and cut respons times 75.8% Repair aging recreation centers to keep them open 75.8% Fix potholes, streets and sidewalks 74.5% Upgrade neighborhood recreational centers 74.2% Maintain library hours, services and programs 74.2% Maintain neighborhood svcs., including graffiti removal 74.1% Enhance rapid police and fire response times 73.2% Maintain emergency & earthquake preparedness pgms. 72.6% Maintain services and programs for low income seniors 72.3% Increase neighborhood police patrols 71.4% Increase code enforcement for neighborhood safety 70.9% Provide separate senior center for services & pgms. 0% 20% 40% 60% 80% 100% Split Sample C Split Sample D Note: The above rating questions have been abbreviated for charting purposes, and responses were recoded to calculate mean scores: Page 12 “Much More Likely” = +2, “Somewhat More Likely” = +1, “No Effect” = 0, “Somewhat Less Likely” = - 1, and “Much Less Likely” = -2. November 2013
Features of the Measure – Tier 2 (n=600) 69.0% Upgrade the outdated police operations center 67.5% Update library facilities throughout the city 67.1% Neighborhood safety inspect. to remove weeds, etc. 66.1% Safe, well-lit parks, fields and up-to-date rec. centers 61.9% Enhance City park lighting to make parks safer 61.6% Neighborhood safety inspections to prevent hazards 50.3% Increase code enforcement 0% 20% 40% 60% 80% 100% Split Sample C Split Sample D Note: The above rating questions have been abbreviated for charting purposes, and responses were recoded to calculate mean scores: Page 13 “Much More Likely” = +2, “Somewhat More Likely” = +1, “No Effect” = 0, “Somewhat Less Likely” = - 1, and “Much Less Likely” = -2. November 2013
Influence of Supporting Statements (n=600) 74.4% 3 of the City's fire stations are over 50 years old … 74.3% Give Salinas local control over local funds for local … 73.6% Improve current levels of public safety and police … 73.3% Streets, sidewalks and facilities will continue to 73.2% Space/programs for children/teens keep them off streets … 71.8% All residents, businesses, and visitors pay their fair … 71.3% Expand pgms. to identify and shut down drug/gang … 71.3% Homicide rate in Salinas is among the highest in … 69.6% Independent citizen oversight, mandatory financial 69.2% Upgraded streets, safety enhance quality of life 68.8% Improves lighting, safety and public use of parks … 68.5% Raise more than $10 million dollars a year for public 68.1% Create good paying construction jobs in Salinas 67.6% Improve our neighborhood cleanliness and safety 67.5% Provide healthy living programs for seniors 67.3% Budget cuts severely affected Fire Dept. response times 66.7% Adopted pension reform, reduced size of govt., etc. … 63.0% Senior citizens & low income residents receive … 62.7% City has been very fiscally responsible, balancing 62.6% Police Station is >50 years old, need new police ops. ctr. 61.1% Currently the UUT is paid by landline households only 59.3% UUT modernization will reduce rate on telecomm. 1% 0% 20% 40% 60% 80% 100% Split Sample C Split Sample D Note: The above rating questions have been abbreviated for charting purposes, and responses were recoded to calculate mean scores: Page 14 “Much More Likely” = +2, “Somewhat More Likely” = +1 , and “No Effect” = 0. November 2013
Potential Opposition Statements (n=600) 51.1% There are no rules that direct the spending of these tax $ 49.8% With the current economy, not right time to raise taxes 44.4% Wouldn't need if salaries/pensions weren't out of control 44.2% Sales tax will be among highest in Monterey Co. 40.6% City Council is responsible for the current problems 38.5% Will drive shoppers out of Salinas, hurt local businesses 0% 20% 40% 60% 80% 100% Split Sample C Split Sample D Note: The above rating questions have been abbreviated for charting purposes, and responses were recoded to calculate mean scores: Page 15 “Much More Likely” = +2, “Somewhat More Likely” = +1, and “No Effect” = 0. November 2013
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