Emeryville Voter Views of
Funding Measures
Key Findings of
a Survey of Emeryville Voters
Conducted December 12, 2021 to January 6, 2022
220‐6247
ATTACHMENT A
2 Dates December 12, 2021 to January 6, 2022
Survey Type Dual‐mode Voter Survey
Research Population Likely November 2022 Voters in the City of Emeryville Total Interviews 303
Margin of Sampling Error ±5.7% at the 95% Confidence Level Contact Methods
Data Collection Modes
(Note: Not All Results Will Sum to 100% Due to Rounding) Survey Methodology
Text
Invitations
Telephone
Calls
Email
Invitations
Telephone
Interviews
Online
Interviews
ATTACHMENT
A
3 Political Context
ATTACHMENT A
4 Q1.
Right
Direction
53%
Wrong
Track
22%
Don't
Know
26%
2019 2021/2022
Right
Direction
48%
Wrong
Track
25%
Don't
Know
27%
While most believe Emeryville is headed in the right
direction, that number has eroded very slightly since
2019 – in line with other Bay Area communities.
Do you feel that things in Emeryville are generally going in the right direction or do you feel things have gotten pretty seriously off on the wrong track?
ATTACHMENT
A
5 Q2.
22%
22%
16%
14%
43%
49%
35%
33%
24%
18%
35%
34%
9%
8%
9%
11%
5%
8%
2021/2022
2019
2021/2022
2019
Strng. Fav. Smwt. Fav. Don't Know Smwt. Unfav. Strng. Unfav. Total Fav.
Total
Unfav.
64% 11%71% 10%52% 13%47% 19%
I’m going to read you a list of several people and organizations. Please tell me if you have a strongly favorable, somewhat favorable, somewhat unfavorable or strongly unfavorable opinion of each one. If you have never heard of one, please just say so.
Voters have broadly favorable views of the local
business community, and a majority has a positive
view of their mayor and City Council.
The local business
community
Emeryville Mayor
and City Council
ATTACHMENT
A
6 35%
13%
13%
21%
7%
41%
52%
49%
40%
27%
7%
27%
23%25%
22%
5%
8%
7%
12%
16%
7%7%
31%
The quality of fire services
The overall quality of life
in Emeryville
The overall quality of
City services
The quality of police services
Management of
the City budget
Excellent Good Only Fair Poor Don't Know
Q3.
Voters are largely satisfied with the quality of fire,
police, and general City services; they are less likely to have a rating on budget management.
Using a scale of excellent, good, only fair, or poor,
please rate each of the following in Emeryville.
Ext./
Good
Only
Fair/
Poor
76% 8%65% 33%62% 30%61% 32%35% 34%
ATTACHMENT
A
7 Q7.
48%
49%
34%
41%
29%
30%
31%
29%
34%
25%
33%
30%
15%
15%
22%
15%
26%
25%
5%
7%
15%
10%
12%
The number of people
who are unhoused
The cost of housing
The economic impacts
of the coronavirus
Climate change
Crime, in general
The public health impacts
of the coronavirus
Ext. Ser. Prob. Very Ser. Prob. Smwt. Ser. Prob. Not Too Ser. Prob. Don't Know Ext./Very Ser. Prob. 79%78%68%65%62%60%
Top concerns have to do with housing, the
economic impacts of COVID, climate and crime.
I’d like to read you some problems facing Emeryville that other people have mentioned.
Please tell me whether you think it is an extremely serious problem, a very serious problem, somewhat serious problem, or a not too serious problem in Emeryville.
ATTACHMENT
A
8 Q7. I’d like to read you some problems facing Emeryville that other people have mentioned. Please tell me whether you think it is an extremely serious problem, a very serious problem, somewhat serious problem, or a not too serious problem in Emeryville. 18%
14%
12%
18%
10%
13%
6%
23%
27%
25%
15%
21%
13%
12%
34%
32%
23%
27%
33%
24%
29%
24%
18%
29%
20%
33%
43%
46%
9%
12%
19%
6%
7%
Traffic and congestion
The condition of
the local economy
The amount people pay
in City taxes
Waste and inefficiency
in local government
Potholes
Too much residential
growth and development
The condition of
parks and playgrounds
Ext. Ser. Prob. Very Ser. Prob. Smwt. Ser. Prob. Not Too Ser. Prob. Don't Know Ext./Very Ser. Prob. 41%41%36%33%31%26%18%
Relatively few are concerned with the condition of
parks and playgrounds or the pace of development.
ATTACHMENT
A
9 Q8.
16%
37%
11%
10%
26%
Great need
Some need
A little need
No real need
Don’t know
23%
42%
11%
7%
16%
2019
Great/
Some Need
66%
A Little/No
Real Need
19%
2021/2022
Great/
Some Need
53%
A Little/No
Real Need
21%
Two-thirds see at least some need for new
funding, up 13 points since 2019.
In general, would you say that to maintain essential services, the City of Emeryville has a great need for additional funding, some need, a little need, or no real need for additional funding?
ATTACHMENT
A
10 Views of a Parcel Tax
Ballot Measure
ATTACHMENT A
11 34%
27%
3%
1%
13%
15%
8%
Definitely yes
Probably yes
Undecided, lean yes
Undecided, lean no
Probably no
Definitely no
Undecided
Total
Yes
63%
Total
No
29%
Q4. Would you vote “yes” in favor of this measure, or “No” to oppose it? Based on measure language alone, just under
two-thirds support such a measure.
EMERYVILLE SAFE STREETS/NEIGHBORHOOD PARKS MEASURE: Shall the City of Emeryville measure to fix potholes;improve street/sidewalk safety for drivers, cyclists, and pedestrians; provide safe routes to school for children; plant trees;renovate/ improve the safety of parks/playgrounds, with an annual parcel tax of $75 per single‐family residence or taxable unit of property, increasing 5% annually for the first 5 years, collecting $2,900,000 the first year, continuing until ended byvoters, be adopted?
ATTACHMENT
A
12 In a few words of your own, why would you vote YES on this ballot measure? Supporters are motivated by the potential
improvements to transportation safety.
Q5a.
24%
23%
22%
18%
13%
9%
8%8%
6%
5%
Improve pedestrian/sidewalk/bike lane safety
Improve traffic/streets
Improves quality of life
City needs the revenue
Worth the cost/reasonable amount
Important/necessary goals
Improve parks/recreation options
Beautification/street trees/remove litter
Other
Refused/No opinion
(Open‐ended; Asked of Yes Voters Only, n=192)
ATTACHMENT
A
13 In a few words of your own, why would you vote NO on this ballot measure? Opponents overwhelmingly
oppose new taxes in principle.
Q5b.
39%
13%
12%12%
9%9%9%
8%
5%5%
7%
2%
Too many taxes
Use existing funds
Funds will be mismanaged
Increases cost of living
Tax someone else (e.g. big business)
Prefer other uses of funds
Not necessary
The amount is too high
Measure has no sunset
Need more information
Other
Don't know/Not sure/Refused/No opinion
(Open‐ended; Asked of No Voters Only, n=87)
ATTACHMENT
A
14 Voter Priorities
for Funding
ATTACHMENT A
15 Ext./Very
Impt.
80%77%74%74%74%74%72%
Q9. Split Sample
44%
53%
43%
34%34%
32%
38%
36%
24%
32%
40%40%
42%
34%
15%
14%
22%
22%
18%
21%
20%
9%
7%
Improving neighborhood
public safety
Providing affordable housing
Preparing for natural disasters
Repairing storm drains to
prevent water pollution
Improving street safety for
drivers, pedestrians and cyclists
Maintaining current levels
of fire protection
Improving early
childhood education
Ext. Impt. Very Impt. Smwt. Impt. Not Too Impt. Don't Know I am going to read you a list of specific City projects and services that could be funded if voters approve a ballot measure generating additional revenue for City services. Please tell me how important each one is to you: extremely important, very important, somewhat important, or not important.
Voters’ highest priorities for a measure include
public safety and affordable housing.
ATTACHMENT
A
16 Ext./Very
Impt.
71%68%67%66%66%65%63%
Three in five or more value childcare, climate
response, pothole repair and senior programs.
Q9. I am going to read you
a list of specific City projects and services that could be funded if voters approve a ballot measure generating additional revenue for
City services. Please tell me how important each one is to you: extremely important, very important, somewhat important, or not important. Split Sample 35%
42%
28%
24%
24%
25%
26%
35%
27%
39%
42%
42%
40%
37%
19%
20%
29%
26%
27%
27%
29%
9%
9%
7%
5%
6%
5%
Providing childcare to
working families
Responding to
climate change
Providing senior services
Protecting Emeryville's
fiscal stability
Fixing streets and
repairing potholes
Providing recreation
programs to youth, seniors
and other residents
Improving security lighting
Ext. Impt. Very Impt. Smwt. Impt. Not Too Impt. Don't Know
ATTACHMENT A
17 Ext./Very
Impt.
59%57%57%56%55%53%46%29%
Compared with these other outcomes, voters
less intensely value providing public art.
Q9. I am going to read you
a list of specific City projects and services that could be funded if voters approve a ballot measure generating additional revenue for
City services. Please tell me how important each one is to you: extremely important, very important, somewhat important, or not important. Split Sample 23%
26%
25%
29%
24%
24%
16%
10%
36%
30%
32%
27%
31%
29%
30%
19%
36%
34%
31%
25%
31%
31%
42%
44%
7%
10%
16%
10%
14%
11%
25%
Fixing deteriorating sidewalks
Planting trees
Maintaining City trees
Enhancing police patrols
Improving the safety
of playgrounds
Better connecting areas of the
City for pedestrians and cyclists
Improving and repairing parks
Providing public art
Ext. Impt. Very Impt. Smwt. Impt. Not Too Impt. Don't Know
ATTACHMENT A
18 Messaging and
Movement
ATTACHMENT A
19 34%
27%
3%
1%
13%
15%
8%
Total
Yes
63%
Total
No
29%
Initial Vote
After Positives
and Critique
After Positive
Messages
33%
28%
3%3%
12%
13%
8%
Total
Yes
64%
Total
No
28%
30%
20%
3%
2%
16%
22%
7%
Total
Yes
54%
Total
No
40%
Q4, Q11 & Q12. Would you vote “yes” in favor of this measure, or “No” to oppose it? Definitely yes
Probably yes
Undecided, lean yes
Undecided, lean no
Probably no
Definitely no
Undecided
Support is consistent after positive messaging alone;
after a brief critique, support is 12 points shy of the two-thirds needed for passage.
ATTACHMENT
A
20 Q10. I am going to read some statements from people who support the measure. Please tell me whether you find it very convincing, somewhat convincing, ornot convincing as a reason to support it on a future ballot.
Messaging in Support of a Measure
(Ranked in Order of Effectiveness)
(SAFETY) This measure will improve the safety of Emeryville's streets, sidewalks and bike lanes.By repairing roads and preventing potholes, it will reduce damage to vehicles and help to preventaccidents that threaten the safety of drivers, pedestrians, and bicyclists.(WATER) This measure will fund storm drain repairs and maintenance to prevent flooding during majorstorms, protect against sea‐level rise, and help keep our creeks, streams, and the Bay free of pollution.(FUTURE COSTS) Delaying maintenance and repairs to Emeryville's roads, parks and storm drains onlyincreases costs in the long run. This measure will help repair roads and drains while construction costsare still relatively affordable.(GROWTH) As Emeryville grows and thrives, we need to maintain and provide more parks andplaygrounds and invest in getting people safely from place to place.(CHILDREN) Safer roads mean safer conditions for everyone in our neighborhoods. In particular, thismeasure will invest in ensuring that children can walk and bike to school safely.(ACCOUNTABILITY) This measure has strict accountability requirements including public review ofexpenditures and independent annual financial audits, which will be available online. These financialprotections will ensure funds will be used efficiently and effectively for local City services.(CUTS) In 2020 during the pandemic, the City lost $11 million in tax revenue. While they have been ableto shift dollars around to avoid layoffs and service cuts temporarily, new, stable funding is needed toensure the level of City services we need and want.(MAINTAIN) While Emeryville has many new high‐quality parks and roads, this stable, locally controlledfunding source will help Emeryville maintain this essential infrastructure. It will help protect ourinvestments and maintain and improve our quality of life.
ATTACHMENT
A
21 Q10. I am going to read some statements from people who support the measure. Please tell me whether you find it very convincing, somewhat convincing, ornot convincing as a reason to support it on a future ballot. 40%
39%
38%
34%34%
32%
31%
29%
40%
39%
37%
35%35%39%
39%
40%
79%
78%
75%
69%69%
71%
70%
69%
Safety
Water
Future Costs
Growth
Children
Accountability
Cuts
Maintain
Very Convincing Somewhat Convincing
Among a set of broadly persuasive messages,
public safety is the most compelling.
ATTACHMENT
A
22 Views of a
Transfer Tax Measure
ATTACHMENT A
23 28%
30%
5%
4%
9%
13%
10%
Definitely yes
Probably yes
Undecided, lean yes
Undecided, lean no
Probably no
Definitely no
Undecided
Total
Yes
64%
Total
No
26%
Q6. Would you vote “yes” in favor of this measure, or “No” to oppose it? This measure begins with support just under
two-thirds, with soft support for “yes” voters.
Shall the measure to fund general City services including fire/ emergency response/police; street/sidewalk/parkmaintenance; water pollution prevention; disaster preparedness; affordable housing; senior/childcare/recreation services,by increasing the City of Emeryville Real Property Transfer Tax to $15 per 1,000 for property sales between $1,000,000 and$2,000,000 and $25 per $1,000 for property sales above $2,000,000, raising $5,000,000 annually until ended by voters, withcitizen oversight, audits, and public disclosure of all spending be adopted?
ATTACHMENT
A
24 Conclusions
ATTACHMENT A
25 Conclusions
• Given the more‐challenging two‐thirds threshold, a parcel tax does not appear viable for a 2022 ballot. Fewer than two‐thirds support each initially, and a brief exchange of pros and cons reduces support for theparcel tax well below the threshold needed for passage. • As we have seen throughout the Bay Area over the last several months, pessimism is increasing. This is driven by anxiety about housing costs andhomelessness. However, broad majorities give positive ratings to policeand fire services and to general City service provision as well. • Voters prioritize public safety, affordable housing, traffic safety for cyclists and pedestrians, and preparing for natural disasters and climate change. • A general‐purpose real‐estate transfer tax, tested briefly, shows potential for viability. However, additional research should be conducted to assesswhether such a measure withstands a thorough exchange of pro and conmessaging. • Providing information about the City’s needs and priorities for investment will be critical going forward.
ATTACHMENT
A
For more information,
contact:
Dave Metz
[email protected]
Miranda Everitt
[email protected]
Bonnie Moss
[email protected]
ATTACHMENT
A