2022-03-09; City of Carlsbad Revenue Measure Feasibility Survey (Districts - All); Haber, Jason

To the members of the:
~~J"f2' COUNCIL
Date-5 ~CA ✓ CC ✓
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March 9, 2022
Council Memorandum
To: Honorable Mayor Hall a
From: Jason Haber, lntergovernm n
Via: Scott Chadwick, City Man
Re: City of Carlsbad Revenue ........ ,~ ...
{city of
Carlsbad
Memo ID# 2022028
This memorandum is to inform the City Council that the city's revenue measure feasibility survey (survey), provided as Attachment A, will launch tomorrow, March 10. Data collection is expected to take up to 14 days.

On Dec. 13, 2021, the City Council held a workshop to begin the process of developing a 5-year Strategic Plan and directed staff to initiate a revenue study concurrent with the strategic planning process; utilizing up to $50,000 that was previously approved for this purpose in the fiscal year 2021-22 city budget .

The city has engaged True North Research, Inc. to conduct a telephone and password-protected on line survey to collect at least 600 responses from a representative sample of voters who, based on their voting history and registration status, are likely to participate in the November 2022 election.

Recruiting for participation in the survey will use a combination of email, text messages, and telephone calls. The survey invitations will appear to come from the city and are signed by the City Manager~ this will improve the perceived legitimacy of the survey and generate a much better response rate/participation rate than if sent by a third party/private company.

The survey instrument is attached for your reference and results will be reported at a future City Council meeting. In the meantime, please be in touch if you have any questions, or would like to discuss this matter further.

Attachment: A. City of Carlsbad Revenue Measure Feasibility Survey cc: Geoff Patnoe, Assistant City Manager
Celia Brewer, City Attorney
Cindie McMahon, Assistant City Attorney
Laura Rocha, Deputy City Manager - Administrative Services City Manager's Office
Intergovernmental Affairs
City Hall 1200 Carlsbad Village Drive I Carlsbad, CA 92008 I 442-339-2820 t Attachment A
* UENORTH
, ,,-- RESEARCH
City of Carlsbad
Revenue Measure Feasibility Survey
Phone Version - Q3T
Section 1: Introduction to Study
Hi, may I please speak to _____ . My name is _____ , and I'm calling on behalf of TNR, an independent public opinion research firm. We' re conducting a survey of voters about important issues in Carlsbad (KARLZ-bad) and I'd like to get your opinions.

If needed: This is a survey about important issues in your community. I'm NOT trying to sell anything and I won't ask for a donation.

If needed: The survey should take about 12 minutes to complete.

If needed : If now is not a convenient time , can you let me know a better time so I can call back?
If the person asks why you need to speak to the listed person or if they ask to participate instead, explain : For statistical purposes , at this time the survey must only be completed by this particular individual.

Section 2: Quality of Life & City Services
I'd like to begin by asking you a few questions about what it is like to live in Carlsbad.

Ql How long have you lived in Carlsbad?
1 Less than 1 year
2 1 to 4 years
3 5 to 9 years
4 1 0 to 1 4 years
5 1 5 years or longer
6 I don't live in Carlsbad Terminate
99 Prefer not to answer
02 How would you rate the overall quality of life in Carlsbad? Would you say it is excellent , good , fair, poor or very poor?
1 Excellent
2 Good
3 Fair
4 Poor
5 Very Poor
98 Not sure
99 Prefer not to answer
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City of Carlsbad Survey February 2022
Q3 If the city government could change one thing to make Carlsbad a better place to live now and in the future, what change would you like to see? I Record verbatim first response
2 No changes needed/E verything is fine
98 Not sure
99 Prefer not to answer
Generally speaking, are you satisfied or dissatisfied with the job the City of Carlsbad is Q4 doing to provide city services? Get answer, then ask: Would that be very (satisfied/dissatisfied) or somewhat (satisfied/dissatisfied)? l Very satisfied
2 Somewhat satisfied
3 Somewhat dissatisfied
4 Very dissatisfied
98 Not sure
99 Prefer not to answer
Section 3: Initial Ballot Test
Later this year, voters in Carlsbad may be asked to vote on a local ballot measure. Let me read you a summary of the measure:

To provide funding for general city services in the City of Carlsbad, such as:
• Fire protection, paramedic, and 9-1-1 emergency response • Police patrols and crime prevention
• Maintenance of streets, parks, open space, beaches, and infrastructure • Traffic management , add ressing homelessness, and other city services QS
shall an ordinance establishing a one-cent sales tax be adopted, providing approximately 20 million dollars annually for city services until ended by voters, with independent audits, citizen oversight, and all money locally controlled? If the election were held today, would you vote yes or no on this measure? Get answer, then ask : Would that be definitely (yes/no) or probably (yes/no)? l Definitely Yes Skip to Q7
2 Probably Yes Skip to Q7
3 Probably No Ask Q6
4 Definitely No Ask Q6
98 Not Sure Ask Q6
99 Prefer not to answer Skip to Q7
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City of Carlsbad Survey February 202 2
Q6 Is there a particular reason why you do not support or are unsure about the measure I just described? If yes, ask : Please briefly describe your reason .

I Record Verbatim Response - Record first response.
2 No
98 Not sure
99 Prefer not to answer
Section 4: Projects & Services
The measure we've been discussing will provide funding for a variety of services in your community.

Q7 If the measure passes, would you favor or oppose using some of the money to : _____ , or do you not have an opinion? Get answer, if favor or oppose , then ask: Would that be stronqly (favor/oppose) or somewhat (favor/opoose)?
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Provide police services, including
A neighborhood police patrols and 1 2 3 4 98 99
investiqations
B Reduce gang activity and drug -related crimes 1 2 3 4 98 99 C Provide fire protection and paramedic 1 2 3 4 98 99 services D Provide quick responses to 9-1 -1 emergencies 1 2 3 4 98 99 E Maintain local streets and repair potholes 1 2 3 4 98 99 Repair and maintain public buildings and
F infrastructure including sidewalks, curbs and 1 2 3 4 98 99 storm drains
Maintain parks , open spaces, and recreation
G facilities including courts, fields, and 1 2 3 4 98 99 playgrounds
H Keep public areas, buildings, and restrooms 1 2 3 4 98 99 clean and free of graffiti I Address homelessness 1 2 3 4 98 99
J Keep trash and pollution out of local 1 2 3 4 98 99 waterways and off our beaches Make improvements to roads and
K intersections to better manage traffic 1 2 3 4 98 99
congestion on city streets
L Provide programs and services to seniors 1 2 3 4 98 99 M Provide parks and recreation programs for 1 2 3 4 98 99 residents of all ages True North Research, Inc. © 2022 Page 3
City of Carlsbad Survey February 2022
N Provide lifeguards at local beaches 1 2 3 4 98 99
0 Improve affordable housing options 1 2 3 4 98 99
Section 5: Positive Arguments
What I'd like to do now is tell you what some people are saying about the measure we've been discussing .

Q8 Suppor ters of the measure say: _____ . Do you think this is a very convincing , somewhat convincing, or not at all convincing reason to SUPPORT the measure? Ol +-' Ol - Ol
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All money raised by the measure will be used
A to fund essential services and facilities here 1 2 3 4 98 99 in Carlsbad. By law, it can't be taken away by the State.

There will be a clear system of accountability
B including independent citizen oversight and 1 2 3 4 98 99 annual reports to the community to ensure that the money is spent properly.

By keeping our city safe, clean and well-
C maintained, this measu re will help protect our 1 2 3 4 98 99 property values and keep Carlsbad a special place to live.

A substantial amount of the money raised by
the sales tax will come from people who visit
D our community, but don't live here. This 1 2 3 4 98 99 measure will make sure they pay their fair share for the facilities and services they use
while in our city .

Fast emergency response times for 9-1-1 calls
are critical for saving lives . This measu re will
E ensure that we have enough police officers, 1 2 3 4 98 99 firefighters, dispatchers, and paramedics to
respond auicklv to 9-1-1 emeraencies .

The funding raised by this measure will allow
the City to keep up with basic repairs and
F maintenance to streets, sidewalks , storm 1 2 3 4 98 99 drains, and public facilities. If we don't take care of it now, it will be a lot more expensive
to repair in the future.

Currently , nearly all of the sales tax
generated locally goes to the State of
G California, the County of San Diego, or 1 2 3 4 98 99 SANDAG (SAN-dag) . This measure will ensure that a higher percentage of our sales tax
dollars stay here in Carlsbad.

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City of Carlsbad Survey February 202 2
This measure will provide the funding needed
to maintain the quality of city services
H including police, fire protection, 9-l -l l 2 3 4 98 99 emergency response times, the maintenance of streets, parks, beaches and open space, as
well as programs for youth and seniors.

Carlsbad has long been one of the most
fiscally conservative cities in the region . Fees
on new developments have paid for needed
infrastructure and maintenance, and helped
I sustain the quality of city services for all l 2 3 4 98 99 residents. We can't rely on development fees our long-term fiscal stability . This measure
will provide a stable source of locally-
. controlled funding that will help sustain our
quality of life and city services.

Section 6: Interim Ballot Test
Sometimes people change their mind about a measure once they have more information about it. Now that you have heard a bit more about the measure, let me read you a summary of it again:

Ql 0 . Opponents of the measure say: _____ . Do you think this is a very convincing , somewhat convincing, or not at all convincing reason to OPPOSE the measure? Ol +-' Ol - Ol 2
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Taxes are already too high - we can't afford
Al another tax increase . This is especially true 1 2 3 4 98 99 for seniors and others on fixed -incomes.

Local businesses and residents have been hit
A2 hard by the pandemic and inflation. Many are 1 2 3 4 98 99 struggling to stay afloat. Now is not the time to raise taxes.

City employees are making too much money
B in salary, pensions and benefits - that's the 1 2 3 4 98 99 problem . The City needs to tighten its belt before askinq residents to pay more taxes.

There are no guarantees on how funds will be
C spent, which means the City can divert the 1 2 3 4 98 99 money to pet projects. The City government can't be trusted with our tax dollars.

Only odd clusters receive item E.

D This tax will last forever. There is no 1 2 3 4 98 99 expiration date .

Section 8: Final Ballot Test
Now that you have heard a bit more about the measure, let me read you a summary of it one more time:

To provide funding for general city services in the City of Carlsbad, such as:
• Fire protection , paramedic , and 9-1 -1 emergency response • Police patrols , gang , drug and crime prevention
• Maintenance of streets, parks, beaches, and infrastructure • Traffic management, addressing homelessness, and other city services Ql 1
shall an ordinance establishing a one-cent sales tax be adopted, providing approximately 20 million dollars annually for city services until ended by voters , with independent audits, citizen oversight, and all money locally controlled? If the election were held today, would you vote yes or no on this measure? Get answer, then ask : Would that be definitely (yes/no) or probably (yes/no)? 1 Definitely Yes Skip to QI 3
2 Probably Yes Skip to QI 3
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City of Carlsbad Survey February 2022
3 Probably No Ask Ql 2
4 Definitely No Ask Ql 2
98 Not Sure Ask Ql 2
99 Prefer not to answer Skip to Ql 3
What if the measure I jus t described raised the sales tax by a lower amount : one-half Ql 2 cent? Would you vote yes or no on the measure? Get answer , then ask: Would that be definitely (yes/no) or probably (yes/no)?
l Definitely Yes
2 Probably Yes
3 Probably No
4 Definitely No
98 Not Sure
99 Prefer not to answer
Section 9: Cannabis
Now for a different topic. Under California law, it is legal for adults to use cannabis for medical and recreational purposes . The law also allows local cities like Carlsbad to decide whether to allow cannabis businesses to operate with in their boundaries, as Ql 3 well as the types of restrictions and regulations to place on cannabis businesses .

In general , do you think the City of Carlsbad should allow a limited numbe r of cannabis businesses to operate in the city - or are you not sure? l Yes, should allow
2 No, should not allow
98 Not Sure/Depends
99 Prefer not to answer
Q l 4 There are different types of cannabis businesses. In your opinion , should the City allow a limited number of: ____________ within the city?
Randomize Yes, No, don't Not sure Prefer not
allow allow to answer
A Recreational retail cannabis dispensaries l 2 98 99
B Medicinal retail cannabis dispensaries l 2 98 99
C The indoor cultivation of cannabis on l 2 98 99 commercial property D The manufacture of cannabis products l 2 98 99 including edibles E Business that deliver cannabis to private l 2 98 99 residences to be headquartered F Research and testing of cannabis products l 2 98 99
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City of Carlsbad Survey February 2022
If cannabis businesses were allowed in Carlsbad , would you support or oppose the City Ql 5 establishing a tax for cannabis -related businesses to help pay for city services and the cost of regulating cannabis businesses?
1 Support
2 Oppose
98 Not sure
99 Prefer not to answer
Section 10: Background/Demographics
Thank you so much for your participation. I have just two background questions for statistical purposes.

Q16 In your opinion, has the City of Carlsbad done an excellent, good, fair, poor or very poor job of managing its financial resources?
1 Excellent
2 Good
3 Fair
4 Poor
5 Very poor
98 Not Sure
99 Prefer not to answer
Ql 7 Do you have children under the age of 18 living in your household? 1 Yes
2 No
99 Prefer riot to answer
Those are all of the questions that I have for you.

Thanks so much for participating in this important survey .

Post-Interview & Sample Items
Sl Gender
1 Male
2 Female
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City of Carlsbad Survey February 2022
S2 Party
1 Democrat
2 Republican
3 Other
4 DTS
S3 Age on Voter File
1 18 to 29
2 30 to 39
3 40 to 49
4 50 to 64
5 65 or older
99 Not Coded
S4 Registration Date
1 Since Nov 2018
2 Jun 2012 to before Nov 2018
3 Jun 2006 to before Jun 2012
4 Before June 2006
S5 Household Party Type
1 Single Dem
2 Dual Dem
3· Single Rep
4 Dual Rep
5 Single Other
6 Dual Other
7 Dem & Rep
8 Dem & Other
9 Rep & Other
0 Mixed (Dem + Rep+ Other)
S6 ZIP Code
5-digit ZIP
S7 Voting History
For last six elections
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City of Carlsbad Survey February 2022
S8 Homeowner on Voter File
1 Yes
2 No
S9 Likely to Vote by Mail
1 Yes
2 No
S10 Likely June 2022 Voter
1 Yes
2 No
S 11 Likely November 2022 Voter
1 Yes, natural
2 Yes, GOTV
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Carlsbad City CouncilMarch 9, 2022

Carlsbad City Council
March 9, 2022