City of Fairfield
Sales Tax Measure Survey
Results Presentation
November 2025
Opinion Research on
Elections and Public Policy
PROBOLSKY RESEARCH
100 Pine Street Suite 1250 San Francisco CA 94111
Newport Beach
(949) 855-6400
San Francisco
(415) 870-8150
Washington DC
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1 City of Fairfield – Sales Tax Measure Survey
Survey Methodology*
Survey Details
Mode Phone (landline and mobile)
Online (email and text to web)
Language English and Spanish
Length 20 minutes
Target
Respondents
City of Fairfield likely 2026 General Election voters
Survey Fielding October 31 – November 6, 2024
Margin of Error +/-5%
Survey
Participants
400
Sample
The sample was developed from the voter files originally compiled by the Solano County Registrar of Voters. We
matched the demographics of City of Fairfield likely 2026 General Election voters.
Data Collection Explained
Interviews were conducted with live interviewers by phone (40%) and online survey methods (60%). Phone
participants were interviewed through landline (36%) and mobile (64%) calls. Online participants were invited by email (40%) and text message (60%) to access the survey by computer, tablet, or smart phone.
Respondents in all modes chose their preferred language, English (92%) and Spanish (8%).
Security measures precluded individuals from completing the survey more than once.
Probolsky Research is a Latina- and woman-owned market and opinion research firm with corporate, election, government, and non-profit clients. *Due to rounding, totals shown on charts may not add up to 100%
2 Homelessness stands out as the top-of-mind issue
mentioned in Fairfield
Question 1: In your own words, what do you feel is the most important issue facing Fairfield today? [OPEN ENDED QUESTION]*
34.5%
16.0%
8.3%
6.5%
6.0%
6.0%
5.0%
4.8%
3.0%
2.3%
1.5%
1.0%
1.0%
1.0%
2.5%
0.3%
0.5%
Homelessness
Public safety/Drugs/Crime
Over population/Controlling growth/Development
Housing affordability
Infrastructure/Transportation/Traffic/Roads
Quality of life/Community wellbeing
Government
Jobs/Economy
Inflation/High cost of living
Environmental issues
Moral issues
Education/Schools/Higher education
Poverty
Taxes
Other
Nothing/No issues
Unsure
*Open-ended responses reflect what is top of mind for voters without prompts. Results may appear lower in percentage, but still highlight the most urgent and spontaneous concerns.
3 90% rate the overall quality of life in Fairfield as
good or fair
Question 2: How would you rate the overall quality of life in Fairfield?
48.0%
41.5%
10.3%
0.3%
Good Fair Poor Unsure
89.5%
4 57% are satisfied with the job the City is doing
providing services to residents
Question 5: In general, are you satisfied or unsatisfied with the job the City of Fairfield is doing providing services to residents?
56.5%
39.0%
4.5%
Satisfied Unsatisfied Unsure
83.3%
8.0% 8.8%
Satisfied Unsatisfied Unsure
68.5%
25.0%
6.5%
Satisfied Unsatisfied Unsure
Satisfaction with services: Fire, Police, Parks, Public Works Question 6: Are you satisfied or unsatisfied with the firefighting, medical aid, emergency preparedness, and rescue services provided by the Fairfield Fire Department?
Question 7: Are you satisfied or unsatisfied with the public safety services provided by the Fairfield Police Department?
Question 8: Are you satisfied or unsatisfied with the services provided by the City of Fairfield Public Works Department, including street maintenance, street sweeping, traffic signals and streetlights, sidewalks/trees, and stormwater/drainage?
60.0%
39.0%
1.0%
Satisfied Unsatisfied Unsure
Question 9: Are you satisfied or unsatisfied with how the city maintains parks and recreation facilities?
62.0%
28.3%
9.8%
Satisfied Unsatisfied Unsure
5 6
The largest gap between importance and satisfaction
is in responding to homelessness at 65%
Question 13: Now we have a list of issues that may be relevant to residents of Fairfield. Please select all the ones thatare very important to you personally. Select all that apply.
Question 14: Thinking of the same list of issues, please select all the ones that you are personally satisfied with. Select all that apply.
75.3%
66.5%
51.8%
47.8%
48.8%
41.3%
45.0%
40.5%
68.5%
43.8%
19.5%
20.0%
10.0%
22.0%
12.8%
9.3%
11.5%
12.3%
18.3%
18.5%
47.0%
29.0%
9.5%
13.8%
Responding to homelessness
Maintaining streets, sidewalks, and crosswalks
Managing growth and development
Keeping local taxes low
Managing city finances
Improving traffic flow
Maintaining facilities and services for youth and seniors Preparing for disasters like earthquakes, flooding, and wildfires Providing effective public safety, including 911 emergency medical/Police/Fire response
Maintaining parks and recreation facilities
Supporting local non-profits
Creating new open spaces and parks
Importance Satisfaction
65.3%
44.5%
39.0%
38.5%
37.3%
29.0%
26.7%
22.0%
21.5%
14.8%
10.0%
6.2%
Delta
7 Initial vote: The measure mentioning a one cent
increase has majority support
Now please consider a ballot measure that could come before Fairfield voters next year. Please indicate if you would vote yes, or vote no.
Question 15: To prevent cuts to Fairfield’s Fire and Police Departments, maintain rapid responses to 911 emergencies, strengthen public safety by preserving neighborhood patrols, fix potholes and repair neighborhood streets, and for general government use, shall an ordinance be adopted to extend the City’s sales tax and increase the rate by one cent per dollar until ended by voters, adding approximately $22,570,000 annually, with strict accountability, annual audits, citizen oversight, and all funds staying in Fairfield?
55.3%
36.5%
8.3%
Vote yes Vote no Unsure
8 61% are more likely to vote yes knowing that every dollar from the sales tax would stay in Fairfield and couldn’t be taken by the state or federal government
Now we have some additional information about the potential ballot measures. Please consider each message and indicate whether it makes you more likely to vote yes or more likely to vote no on the proposed sales tax increase. If it makes no difference to you, just say so.
Question 19: Every dollar generated by this sales tax measure would stay and be used in Fairfield and cannot be taken by the state or federal government. Does knowing this make you more likely to vote yes or more likely to vote no on the proposed sales tax increase? More likely to vote yes
60.8%
Makes no difference to me
16.8%
More likely to vote no
17.5%
Unsure
5.0%
9 53% are more likely to vote yes knowing that the measure requires citizen oversight and financial audits
Now we have some additional information about the potential ballot measures. Please consider each message and indicate whether it makes you more likely to vote yes or more likely to vote no on the proposed sales tax increase. If it makes no difference to you, just say so.
Question 20: This sales tax measure will require independent citizens oversight, mandatory financial audits, and yearly reports to the community to ensure the funds are spent as promised. Does knowing this make you more likely to vote yes or more likely to vote no on the proposed sales tax increase? More likely to vote yes
53.3%
Makes no difference to me
20.5%
More likely to vote no
20.3%
Unsure
6.0%
10 48% are more likely to vote yes knowing that the City’s deficit may force it to use reserves and reduce staff if the measure doesn’t pass
Now we have some additional information about the potential ballot measures. Please consider each message and indicate whether it makes you more likely to vote yes or more likely to vote no on the proposed sales tax increase. If it makes no difference to you, just say so.
Question 21: The City is operating under a budget deficit, and if the sales tax measure does not pass, the City would likely need to deplete reserves and eventually lay off employees to maintain fiscal stability. Does knowing this make you more likely to vote yes or more likely to vote no on the proposed sales tax increase? More likely to vote yes
47.5%
Makes no difference to me
21.3%
More likely to vote no
21.8%
Unsure
9.5%
42% are more likely to vote yes knowing that the City has tightened spending, lowering department budgets by an
average of 5%
11 Now we have some additional information about the potential ballot measures. Please consider each message and indicate whether it makes you more likely to vote yes or more likely to vote no on the proposed sales tax increase. If it makes no difference to you, just say so.
Question 22: Over the past few years, the City has taken many steps to be even more fiscally responsible. The City has reduced departmental budgets by an average of 5%. Does knowing this make you more likely to vote yes or more likely to vote no on the proposed sales tax increase? More likely to vote yes
41.8%
Makes no difference to me
29.0%
More likely to vote no
20.5%
Unsure
8.8%
12 Now we have some additional information about the potential ballot measures. Please consider each message and indicate whether it makes you more likely to vote yes or more likely to vote no on the proposed sales tax increase. If it makes no difference to you, just say so.
Question 23: Sales tax is not charged on groceries, prescriptions or services. Does knowing this make you more likely to vote yes or more likely to vote no on the proposed sales tax measure?
More likely to vote yes
43.5%
Makes no difference to me
32.8%
More likely to vote no
18.5%
Unsure
5.3%
44% are more likely to vote yes knowing that sales tax is not charged on groceries, prescriptions or services
13 Now we have some additional information about the potential ballot measures. Please consider each message and indicate whether it makes you more likely to vote yes or more likely to vote no on the proposed sales tax increase. If it makes no difference to you, just say so.
Question 24: The City has already frozen 25 positions and reduced the General Fund budget by 3.77%, updated user fees to better capture actual costs of providing services, modernized the business license tax, and raised the transient occupancy tax paid by tourists and visitors when staying at hotels, yet deficits continue. Does knowing this make you more likely to vote yes or more likely to vote no on the proposed sales tax measure? More likely to vote yes
39.5%
Makes no difference to me
24.3%
More likely to vote no
25.3%
Unsure
11.0%
40% are more likely to vote yes knowing that the City has made major cuts, updated fees, and increased taxes, but budget deficits persist
14 Now we have some additional information about the potential ballot measures. Please consider each message and indicate whether it makes you more likely to vote yes or more likely to vote no on the proposed sales tax increase. If it makes no difference to you, just say so.
Question 25: Without new revenue, the City’s cost-cutting options include park closures, fewer police patrols, fire station brownouts, reduced community events, and cuts to street and facilities maintenance. Does knowing this make you more likely to vote yes or more likely to vote no on the proposed sales tax measure? More likely to vote yes
54.5%
Makes no difference to me
14.5%
More likely to vote no
20.5%
Unsure
10.5%
55% are more likely to vote yes knowing without added
revenue, the City may have to reduce patrols, close parks, brown out fire stations, and cut maintenance and events 15 Now we have some additional information about the potential ballot measures. Please consider each message and indicate whether it makes you more likely to vote yes or more likely to vote no on the proposed sales tax increase. If it makes no difference to you, just say so.
Question 26: Even with an increase, Fairfield’s total sales tax rate would remain below the Solano County maximum of 9.75%. Does knowing this make you more likely to vote yes or more likely to vote no on the proposed sales tax measure? More likely to vote yes
41.0%
Makes no difference to me
26.3%
More likely to vote no
24.3%
Unsure
8.5%
41% are more likely to vote yes knowing that even with an increase, Fairfield’s total sales tax rate would remain below the Solano County maximum
16 Now we have some additional information about the potential ballot measures. Please consider each message and indicate whether it makes you more likely to vote yes or more likely to vote no on the proposed sales tax increase. If it makes no difference to you, just say so.
Question 27: In the November 2024 election, 4 of 7 Solano County cities increased sales tax, and Fairfield’s current 8.375% is lower than 5 of 7 nearby cities. Does knowing this make you more likely to vote yes or more likely to vote no on the proposed sales tax measure? More likely to vote yes
40.3%
Makes no difference to me
28.0%
More likely to vote no
26.8%
Unsure
5.0%
40% are more likely to vote yes knowing that Fairfield’s sales tax is lower than 5 of 7 nearby cities
17 Now we have some additional information about the potential ballot measures. Please consider each message and indicate whether it makes you more likely to vote yes or more likely to vote no on the proposed sales tax increase. If it makes no difference to you, just say so.
Question 28: Some say we should act now because other agencies could use the county’s sales-tax capacity for regional projects like BART, leaving Fairfield less room to fund local needs. Does knowing this make you more likely to vote yes or more likely to vote no on the proposed sales tax measure? More likely to vote yes
37.5%
Makes no difference to me
25.3%
More likely to vote no
24.8%
Unsure
12.5%
38% are more likely to vote yes knowing that Fairfield should act now before other agencies use the County’s sales-tax capacity for regional projects
18 Now we have some additional information about the potential ballot measures. Please consider each message and indicate whether it makes you more likely to vote yes or more likely to vote no on the proposed sales tax increase. If it makes no difference to you, just say so.
Question 29: With rising prices for just about everything, including gas, groceries and housing this is simply the wrong time to increase taxes on residents making their cost of living go up. Does knowing this make you more likely to vote yes or more likely to vote no on the proposed sales tax increase? More likely to vote yes
20.5%
Makes no difference to me
22.0%
More likely to vote no
50.5%
Unsure
7.0%
51% are more likely to vote no knowing that with inflation driving up everyday expenses, this isn’t the right time to add more taxes
19 For 40% of voters reading that sales tax are
regressive makes no difference
Now we have some additional information about the potential ballot measures. Please consider each message and indicate whether it makes you more likely to vote yes or more likely to vote no on the proposed sales tax increase. If it makes no difference to you, just say so.
Question 30: Here is a statement you might hear from a neighbor: “Sales taxes are regressive, hurting low-income residents the most.” Does hearing this this make you more likely to vote yes or more likely to vote no on the proposed sales tax increase? More likely to vote yes
14.3%
Makes no difference to me
39.8%
More likely to vote no
37.3%
Unsure
8.8%
20 Now we have some additional information about the potential ballot measures. Please consider each message and indicate whether it makes you more likely to vote yes or more likely to vote no on the proposed sales tax increase. If it makes no difference to you, just say so.
Question 31: Here is a statement you might hear from a neighbor: “Fairfield wouldn't need the sales tax increase if it managed its finances better and cut spending.” Does hearing this make you more likely to vote yes or more likely to vote no on the proposed sales tax increase? More likely to vote yes
20.0%
Makes no difference to me
37.8%
More likely to vote no
34.5%
Unsure
7.8%
For 38% of voters reading that the City wouldn't
need the sales tax increase if it managed its
finances better makes no difference
21 Message Effectiveness
Positive messages Percent More Likely
to Vote Yes
Every dollar generated by this sales tax measure would stay and be used in Fairfield and cannot be taken by the state or federal government. 60.8% Without new revenue, the City’s cost-cutting options include park closures, fewer police patrols, fire station brownouts, reduced community events, and cuts to street and facilities maintenance. 54.5%
This sales tax measure will require independent citizens oversight, mandatory financial audits, and yearly reports to the community to ensure the funds are spent as promised. 53.3%
The City is operating under a budget deficit, and if the sales tax measure does not pass, the City would likely need to deplete reserves and eventually lay off employees to maintain fiscal stability 47.5%
Sales tax is not charged on groceries, prescriptions or services. 43.5% Over the past few years, the City has taken many steps to be even more fiscally responsible. The City has reduced departmental budgets by an average of 5%. 41.8% Even with an increase, Fairfield’s total sales tax rate would remain below the Solano County maximum of 9.75%. 41.0% In the November 2024 election, 4 of 7 Solano County cities increased sales tax, and Fairfield’s current 8.375% is lower than 5 of 7 nearby cities. 40.3% The City has already frozen 25 positions and reduced the General Fund budget by 3.77%, updated user fees to better capture actual costs of providing services, modernized the business license tax, and raised the transient occupancy tax paid by tourists and visitors when staying at hotels, yet deficits continue. 39.5% Some say we should act now because other agencies could use the county’s sales-tax capacity for regional projects like BART, leaving Fairfield less room to fund local needs. 37.5%
Negative messages Percent More Likely
to Vote No
With rising prices for just about everything, including gas, groceries and housing this is simply the wrong time to increase taxes on residents making their cost of living go up. 50.5%
Here is a statement you might hear from a neighbor: “Sales taxes are regressive, hurting low-income residents the most.” 37.3% Here is a statement you might hear from a neighbor: “Fairfield wouldn't need the sales tax increase if it managed its finances better and cut spending.” 34.5% 22 Informed vote: The measure mentioning a one
cent increase has majority support
Knowing what you know now, if the election were held today, how would you vote on this ballot measure? Question 32: To prevent cuts to Fairfield’s Fire and Police Departments, maintain rapid responses to 911 emergencies, strengthen public safety by preserving neighborhood patrols, fix potholes and repair neighborhood streets, and for general government use, shall an ordinance be adopted to extend the City’s sales tax and increase the rate by one cent per dollar until ended by voters, adding approximately $22,570,000 annually, with strict accountability, annual audits, citizen oversight, and all funds staying in Fairfield?
55.3%
36.5%
8.3%
53.5%
37.0%
9.5%
Vote yes Vote no Unsure
initial Informed initial initialInformed Informed
23 49% agree with Gomez in that it's ok to pay more
taxes to keep the community safe and improve
quality of life
Question 36: Here are statements made by two Fairfield residents. Please indicate which statement you agree with more.
Gomez says, “I want Fairfield to invest in our community’s future and I am OK with paying a little bit more in sales tax to keep our community safe and improve our quality of life.”.
Duran says, “I already pay enough taxes and don’t receive much out of it—the city should spend the money it already gets more responsibly. Fix whatever needs fixing without trying to impose new taxes on residents.”.
48.8%
39.5%
11.8%
Agree with Gomez Agree with Duran Unsure
24 41% are unsure about their vote for making the
City Clerk office appointive
If there was an election in Fairfield today, would you vote yes or no on the following ballot measures? Question 38: Shall the office of the City Clerk for the City of Fairfield be appointive?
23.5%
35.3%
41.3%
Vote yes Vote no Unsure
25 44% would vote no on making the office of the City
Treasurer appointive
If there was an election in Fairfield today, would you vote yes or no on the following ballot measures? Question 39: Shall the office of the City Treasurer for the City of Fairfield be appointive?
25.0%
44.3%
30.8%
Vote yes Vote no Unsure
26 Demographics
27 Respondent demographics by gender, age, ethnicity, years of residency, education, party and zip code
45.5%
52.5%
2.0%
Male
Female
Unknown
16.5%
10.0%
12.3%
24.5%
36.8%
18-29
30-39
40-49
50-64
65+
22.0%
44.5%
10.5%
6.8%
16.3%
Latino/Hispanic
White/Caucasian
Black/African American
Asian/Pacific Islander
Other
Gender Age Ethnicity Years of residency Education Party Zip code
2.8%
8.3%
8.5%
13.8%
66.8%
4.5%
0-2 years
3-5 years
6-10 years
11-19 years
20+ years
Prefer not to answer
50.8%
25.8%
17.3%
6.3%
Democratic
Republican
No Party Preference
Other
62.0%
38.0%
No college
College
55.8%
43.3%
1.0%
94533
94534
94535
Questions?
Adam Probolsky, President
O: 949-855-6400 | M: 949-697-6726
E: [email protected]
Sergio Martinez, Research Analyst
E: [email protected]
Opinion Research on
Elections and Public Policy
PROBOLSKY RESEARCH
100 Pine Street Suite 1250 San Francisco CA 94111
Newport Beach
(949) 855-6400
San Francisco
(415) 870-8150
Washington DC
(202) 559-0270