Agenda Item No: L.4
AGENDA REPORT
DATE: September 16, 2025
TO: Mayor and Council
FROM: David Gassaway, City Manager
SUBJECT: Resolution 2025-193 CM Potential Ballot Measures for the Transaction and Use Tax (Sales Tax) Rate Increase
Approving an Agreement with Probolsky Research and William Berry Campaigns for Consulting Services to Assist with Public Engagement, Community Outreach and Messaging for Potential Ballot Measures for the Transaction and Use Tax (Sales Tax) Rate Increase
Funding Source: $167,500; General Fund
Contact: Farbod Pirouzmand, (707) 428-7397
RECOMMENDED ACTION
Adopt resolution.
STATEMENT OF ISSUE
It is recommended that the City Council authorize the city manager to enter into an agreement with Probolsky Research and William Berry Campaigns for public engagement, community outreach and messaging services pertaining to potential ballot measures for e lections in November 2026.
DISCUSSION
The most recently adopted budget requires spending reserve funds to maintain minimal levels of service. Continuing declines in City revenues have caused the council to consider hybrid options for budget reductions such as cost reductions and exploring revenue options. Staff have explored ways to improve the City’s fiscal condition and have determined reductions in training and travel budgets, reductions in operational budgets, freezing vacant positions, and executive team to receive reduced cost of living adjustments.
Staff presented an update to the council on May 6, 2025, council meeting, and a copy of the staff presentation is included as Attachment 5. At that meeting, the council directed staff to proceed with public outreach and ballot measure preparation. To ensure the electorate is well-informed
about the implications of the potential tax measures and to gather community feedback on support for such a measure, the City seeks professional public outreach servic es. The mayor appointed Councilmembers Panduro, Tonnesen and Williams to work with staff on selecting the public outreach consultant.
After the May 6 council meeting, staff issues a Request for Proposal (RFP) to research potential firms specializing in pu blic outreach and ballot measure preparation. The City received five qualified responses in response to the RFP. Of the five firms, staff and participating council members recommend proceeding with Probolsky Research and William Berry Campaigns.
Probolsky Research and William Berry Campgains are a strategy and communications consulting firm specializing in gathering statistically valid polling data, implementing informational communication strategies and developing revenue measures for the ballot. Their w ork has resulted in additional revenue for quality public services, programs, facilities, and infrastructure in communities throughout California. Their partners and consultants have experience with successful public finance ballot measures and a success r ate of over 90% of revenue measures for cities. Their previous clients include the cities of Benicia, Dixon and Suisun City.
Probolsky Research and William Berry Campaigns would assist the City in assessing the basic viability of the tax measure, develop ing and implementing a public information and outreach program to educate the community, and building the ballot measure language as well as other documents required for the ballot for a fee not to exceed $167,500 plus any reimbursable business expenses, such as travel, postage, and printing. All expenses can be absorbed into the current year’s budget.
The communication materials produced by the consultant will be for educational purposes only and are not allowed to include any advocacy. The materials will only be used to supply voters with information in a neutral and non -biased manner to aid the public in becoming educated about the measure. All materials will be approved by City staff before distribution.
FINANCIAL IMPACT
There is currently $167,500 available in the General Fund for this project.
PUBLIC CONTACT/ADVISORY BODY RECOMMENDATION
N/A
ALTERNATIVE ACTION
The council may choose not to approve this contract.
COORDINATED WITH
City Attorney’s Office and the Finance Department
STAFF CONTACT
David Gassaway, City Manager
(707) 428-7400
[email protected]
ATTACHMENTS
Attachment 2: Proposed Resolution
Attachment 3: Proposed Agreement
Attachment 4: Staff Presentation Slides from May 6, 2025