City of Laguna Beach
Voter Poll
Results Presentation
May 2026
Opinion Research on
Elections and Public Policy
PROBOLSKY RESEARCH
23 Corporate Plaza Suite 150 Newport Beach CA 92660
Newport Beach
(949) 855-6400
San Francisco
(415) 870-8150
Washington DC
(202) 559-0270
City of Laguna Beach - Voter Poll
Survey Methodology*
1 Survey Details
Phone (landline and mobile)
Online (email and text to web) Mode
Language English and Spanish
Length 20 minutes
Target Respondents Likely November 2026 General Election voters Survey Fielding May 19 - 27, 2026
Margin of Error +/-5%
Survey Participants 400
Sample
The sample was compiled from data obtained from the
Orange County Registrar of Voters. We called, emailed,
and texted voters. We matched the demographics of City of Laguna Beach likely 2026 General Election voters.
Data Collection Explained
Interviews were conducted by phone (34%) and online
methods (67%). Phone participants were interviewed
through landline (25%) and mobile (75%) calls. Online
participants were invited by email (50%) and text message (50%) to access the survey by computer, tablet, or smart phone.
Respondents in all modes chose their preferred language, English (98%) and Spanish (2%).
Security measures precluded individuals from completing the survey more than once.
*Due to rounding, totals shown on charts may not add up to 100% Probolsky Research is a Latina- and woman-owned market and opinion research firm with corporate, election, government, and nonprofit clients. 2 39.0% 36.3%
22.0%
2.8%
Good Fair Poor Unsure
75% rate the overall job the Laguna Beach City
government is doing as good or fair
Question 1: How would you rate the job the Laguna Beach City government is doing overall?
41.3%
50.5%
39.0%
39.5%
27.8%
36.3 17.0% 18.8% 22.0%
2024 2025 2026
Good
Fair
Poor
75%
Reducing wildfire risk and maintaining parks, trails,
and open space are the most important priorities
Question 2: Now we have a list of priorities you might have for Laguna Beach, please indicate which are very important to you personally. Select all that apply. 3 61.0%
53.8%
48.3%
41.5%
39.5%
37.8%
35.8%
32.3%
22.8%
22.0%
19.8%
19.3%
0.5%
Reducing wildfire risk
Maintaining parks, trails, and open space
Maintaining streets and roads, sidewalks, crosswalks
Balancing the City budget
Maintaining and improving police, fire, marine safety services and facilities
Keeping local taxes low
Undergrounding powerlines on Laguna Canyon Road for wildfire safety
Addressing homelessness
Supporting affordable housing for seniors and artists
Providing additional public parking
Encouraging improved wireless services in the City
Other
None of these
4 Voters are most satisfied with maintaining and improving police, fire, marine safety services and facilities
Question 3: Please indicate which of the following priorities you are personally satisfied with how the City of Laguna Beach is. Select all that apply.
45.3%
39.3%
31.5%
27.8%
19.5%
12.5%
12.0%
10.8%
10.5%
10.0%
9.8%
3.5%
10.0%
3.5%
Maintaining and improving police, fire, marine safety services and facilities Maintaining parks, trails, and open space
Maintaining streets and roads, sidewalks, crosswalks
Reducing wildfire risk
Addressing homelessness
Supporting affordable housing for seniors and artists
Balancing the City budget
Undergrounding powerlines on Laguna Canyon Road for wildfire safety Encouraging improved wireless services in the City
Keeping local taxes low
Providing additional public parking
Other
None of these
Unsure
5 61.0%
41.5%
37.8%
35.8%
48.3%
53.8%
32.3%
22.0%
22.8%
19.8%
39.5%
27.8%
12.0%
10.0%
10.8%
31.5%
39.3%
19.5%
9.8%
12.5%
10.5%
45.3%
Reducing wildfire risk
Balancing the City budget
Keeping local taxes low
Undergrounding powerlines on Laguna Canyon Road for wildfire safety Maintaining streets and roads, sidewalks, crosswalks
Maintaining parks, trails, and open space
Addressing homelessness
Providing additional public parking
Supporting affordable housing for seniors and artists
Encouraging improved wireless services in the City
Maintaining and improving police, fire, marine safety services and facilities Importance Satisfaction
33.2%
29.5%
27.8%
25.0%
16.8%
14.5%
12.8%
12.2%
10.3%
9.3%
-5.8%
Question 2: Now we have a list of priorities you might have for Laguna Beach, please indicate which are very important to you personally. Select all that apply.
Question 3: Please indicate which of the following priorities you are personally satisfied with how the City of Laguna Beach is. Select all that apply.
The largest gap between importance and satisfaction is
in reducing wildfire risk
The impact of tourists and traffic congestion on Coast Highway and Laguna Canyon Road are the most concerning issues
Question 4: Now we have a list of possible concerns for Laguna Beach residents, please indicate which are concerning to you. Select all that apply. 6 61.3%
52.8%
47.0%
44.0%
35.8%
32.3%
25.8%
25.3%
23.0%
22.8%
22.3%
21.3%
18.5%
15.3%
11.0%
6.0%
5.5%
The impact of tourists on the community
Traffic congestion on Coast Highway and Laguna Canyon Road Traffic congestion on local streets and roads
Maintaining the character of Laguna Beach
Wildfire and evacuation safety
Waste and inefficiency in local government
Hazards of utility poles and above ground wires throughout the City Pedestrian safety
A lack of affordable housing
The amount we pay in local taxes
Not enough parking
The impact of homelessness
Crime and public safety
Lack of wireless service availability
Use and availability of recreation facilities
9-1-1 emergency response times
Other
7 9.0%
39.3%
15.8%
24.3%
11.8%
Great need Some need Little need No real need Unsure
64% think there is a need for additional funds to
provide the level of City services and facilities
Question 5: Do you think the City has a great need, some need, a little need, or no real need for additional funds to maintain the level of City services and facilities that Laguna Beach residents use?
64%
63.0%
61.0%
64.1%
8.0% 15.8%
11.8 28.8% 23.5%
24.3%
2024 2025 2026
Need
Unsure
No real need
54% support the City taking ownership of Laguna
Canyon Road along with the financial responsibilities
The City is in discussions with Caltrans about taking ownership of Laguna Canyon Road from El Toro Road to Coast Highway. Local control could allow the city to underground power lines to reduce fire risk and prevent utility pole collisions, with potential payment from Southern California Edison of millions in undergrounding dollars. Caltrans could also give the City approximately $15 million in the process. However, the city would then assume responsibility for ongoing operating costs and the liability of owning the road.
Question 6: Do you support or oppose the city taking ownership of Laguna Canyon Road along with the financial responsibilities? 8 53.8%
37.0%
9.3%
Support Oppose Unsure
61% support changes to the City’s land use code to allow more housing sites Downtown or along Laguna Canyon Road
New state laws require Laguna Beach to identify more sites which could accommodate housing. Potential locations include allowing generally some second-story units above the central part of downtown, adding some third-story units along the edges of downtown, and allowing multi-family housing of two or three stories in Laguna Canyon between Art-A-Fair and Laguna College of Art + Design Main Campus. If the City does not site housing in these locations, it must identify the same amount of housing sites in other locations across Laguna Beach.
Question 7: Do you support or oppose changes to the City’s land use code to allow for more housing sites Downtown and along Laguna Canyon Road? 9 48.3%
34.8%
34.5%
4.5%
Support more housing along Laguna Canyon Road
Support more housing Downtown
Oppose more housing
Unsure
61%
Selected at least one
“Support” option
70% say it is important for the city to upgrade and
retrofit aging facilities
Question 8: How important is it for the city to upgrade and retrofit aging facilities (such as fire stations, the library, and community centers) to ensure they comply with current and future earthquake and other safety standards?
10 70.3%
25.0%
4.8%
Important Unimportant Unsure
76.8%
70.3%
2.8%% 4.8%
20.5% 25.0%
2025 2026
Important
Unsure
Unimportant
88% say it is important that there is a local 24/7
emergency room in Laguna Beach
Question 9: Providence St Josephs, which operates Mission Hospital Laguna Beach, said that, by 2030, it will be closing the acute care hospital and changing the services that it provides to the community. Providence proposes a community health center, with diagnostic testing, outpatient surgery, and urgent care. But they have said that it will not operate a traditional 24/7 emergency room in Laguna Beach. For context, the Laguna Beach emergency room sees about 17,000 patients per year, but no one is routed there for heart attacks or strokes – ambulances take those patients directly to larger hospitals. How important is it to you that there is a local 24/7 emergency room in Laguna Beach? 11 87.8%
10.8%
1.5%
Important Unimportant Unsure
Initial vote: 49% would vote no on a one percent
sales tax
Here is a potential ballot measure that may be on the ballot in Laguna Beach this year. If the election were held today, please indicate how you would vote.
Question 10: “To help cover the costs of visitors to Laguna Beach, to maintain and improve police and fire response, to reduce wildfire risk by more utility undergrounding along evacuation routes, shall the City of Laguna Beach adopt a measure establishing a one percent sales tax, until ended by voters, providing approximately $7,800,000 annually, with annual independent audits, public disclosure of expenditures, and all funds only for Laguna Beach?” 12 46.5% 48.8%
4.8%
Vote yes Vote no Unsure
26.3%
10.5% 26.3%
36.8% More likely to vote for
Makes no difference to me
Less likely to vote for
Don’t know
52% are more likely to vote yes on the sales tax knowing that the measure incorporates fiscal accountability
Now we have some statements about the measure. Please indicate whether this information makes you more likely or less likely to vote for the ballot measure.
Question 14: The measure incorporates fiscal accountability including annual independent financial audits, public review of expenditures and all funds remaining in the City of Laguna Beach and cannot be taken by Sacramento, the County of Orange, or any other government agency. 13 51.5%
31.8%
11.3%
5.5%
More likely to vote for
Makes no difference to me
Less likely to vote for
Don’t know
26.7%
49.7%
19.5%
4.1%
More likely to vote for
Makes no difference to me
Less likely to vote for
Don’t know
Initially said unsure
Initially vote no
34.4%
42.1%
19.5%
4.1%
More likely to vote for
Makes no difference to me
Less likely to vote for
Don’t know
31.6%
31.6%
10.5%
26.3% More likely to vote for
Makes no difference to me
Less likely to vote for
Don’t know
60% are more likely to vote yes on the sales tax knowing that the measure could allow the City to reduce wildfire risks Now we have some statements about the measure. Please indicate whether this information makes you more likely or less likely to vote for the ballot measure.
Question 15: Laguna Beach faces significant risk of wildfire. The measure could allow the city to reduce wildfire risks by funding vegetation management, evacuation planning, and other fire safety improvements.
14 59.5%
25.8%
10.5%
4.3%
More likely to vote for
Makes no difference to me
Less likely to vote for
Don’t know Initially said unsure
Initially vote no
51% are more likely to vote yes knowing the measure could fund additional police officers, firefighters, and paramedics Now we have some statements about the measure. Please indicate whether this information makes you more likely or less likely to vote for the ballot measure.
Question 16: Tourists coming to Laguna Beach have caused a 20% increase in calls for service from the police department. Fire department calls have gone up, too. Marine safety also must respond to large crowds. At the same time, the cost of providing public safety services is increasing every year. Funding from this measure could provide additional resources to increase the number of police officers, firefighters, paramedics. 15 50.8%
28.8%
15.3%
5.3%
More likely to vote for
Makes no difference to me
Less likely to vote for
Don’t know Initially said unsure
Initially vote no
24.6%
47.2%
24.1%
4.1%
More likely to vote for
Makes no difference to me
Less likely to vote for
Don’t know
36.8%
21.1%
10.5%
31.6% More likely to vote for
Makes no difference to me
Less likely to vote for
Don’t know
56% are more likely to vote yes knowing the measure would provide resources to address impacts from day tourists
Now we have some statements about the measure. Please indicate whether this information makes you more likely or less likely to vote for the ballot measure.
Question 17: Without the measure, Laguna Beach’s city government will have a harder and harder time keeping up with the impacts of day tourists – such as littering, loud music in public, smoking on the beach, or parking violations. 16 Initially said unsure
Initially vote no
56.0%
27.3%
13.0%
3.8%
More likely to vote for
Makes no difference to me
Less likely to vote for
Don’t know
29.2%
46.2%
21.5%
3.1%
More likely to vote for
Makes no difference to me
Less likely to vote for
Don’t know
47.4%
15.8%
5.3%
31.6% More likely to vote for
Makes no difference to me
Less likely to vote for
Don’t know
41% are more likely to vote yes knowing the measure could expand parking options and help direct visitors to available parking outside residential neighborhoods
Now we have some statements about the measure. Please indicate whether this information makes you more likely or less likely to vote for the ballot measure.
Question 18: With new revenue from the measure, the City could build more parking lots, add more meters, pay stations, and technology for people to know where to find available parking away from residential neighborhoods.
17 Initially said unsure
Initially vote no
40.5%
36.0%
19.3%
4.3%
More likely to vote for
Makes no difference to me
Less likely to vote for
Don’t know
19.0%
47.2%
30.3%
3.6%
More likely to vote for
Makes no difference to me
Less likely to vote for
Don’t know
26.3%
21.1%
21.1%
31.6% More likely to vote for
Makes no difference to me
Less likely to vote for
Don’t know
11.8%
47.7% 35.4%
5.1%
More likely to vote for
Makes no difference to me
Less likely to vote for
Don’t know
5.3%
21.1%
26.3%
47.4%
More likely to vote for
Makes no difference to me
Less likely to vote for
Don’t know
Opinions are mixed about the measure because it would
raise taxes on everyday purchases in Laguna Beach
Now we have some statements about the measure. Please indicate whether this information makes you more likely or less likely to vote for the ballot measure.
Question 19: The measure means everyone who buys things in Laguna Beach will pay higher taxes. As the cost of living rises, this hurts working families and fixed-income seniors the most.
18 Initially said unsure
Initially vote no
24.3%
31.8%
36.5%
7.5%
More likely to vote for
Makes no difference to me
Less likely to vote for
Don’t know
19 Message Effectiveness
Positive messages [Percent More Likely to Vote Yes] 2026 2025
59.5% 59.3% *Laguna Beach faces significant risk of wildfire. The measure could allow the city to reduce wildfire risks by funding vegetation management, evacuation planning, and other fire safety improvements.
56.0% - Without the measure, Laguna Beach’s city government will have a harder and harder time keeping up with the impacts of day tourists – such as littering, loud music in public, smoking on the beach, or parking violations.
51.5% 51.8% The measure incorporates fiscal accountability including annual independent financial audits, public review of expenditures and all funds remaining in the City of Laguna Beach and cannot be taken by Sacramento, the County of Orange, or any other government agency.
50.8% 50.8%
*Tourists coming to Laguna Beach have caused a 20% increase in calls for service from the police department. Fire department calls have gone up, too. Marine safety also must respond to large crowds. At the same time, the cost of providing public safety services is increasing every year. Funding from this measure could provide additional resources to increase the number of police officers, firefighters, paramedics.
48.3% 41.3% According to city data approximately 55% of the nearly $7 million sales tax dollars collected in Laguna Beach comes from tourists and visitors from outside the city.
40.5% - With new revenue from the measure, the City could build more parking lots, add more meters, pay stations, and technology for people to know where to find available parking away from residential neighborhoods.
24.3% - The measure means everyone who buys things in Laguna Beach will pay higher taxes. As the cost of living rises, this hurts working families and fixed-income seniors the most.
Negative messages [Percent Less Likely to Vote Yes] 2026 2025
36.5% 50.0% The measure means everyone who buys things in Laguna Beach will pay higher taxes. As the cost of living rises, this hurts working families and fixed-income seniors the most.
*Note: Minor revisions have been made to message wording.
Informed vote: 49% would vote yes on a one percent
sales tax
Now, please consider the sales tax measure again.
Question 20: Knowing what you know now, how would you vote on this measure, “To help cover the costs of visitors to Laguna Beach, to maintain and improve police and fire response, to reduce wildfire risk by more utility undergrounding along evacuation routes, shall the City of Laguna Beach adopt a measure establishing a one percent sales tax, until ended by voters, providing approximately $7,800,000 annually, with annual independent audits, public disclosure of expenditures, and all funds only for Laguna Beach?” 20 46.5% 48.8%
4.8%
48.8%
44.5%
6.8%
Vote yes Vote no Unsure
initial Informed initial initial Informed Informed
46% agree with Archer in that they already pay enough
in taxes and oppose a sales tax increase
Question 21: Now we have two statements from Laguna Beach residents. Please choose which statement you agree with the most.
Archer: “I already pay enough in taxes. I oppose the sales tax increase. The City should spend the money it already gets more responsibly instead of asking for more.”.
Todd: “I’m worried about being overwhelmed by visitors, and want the City of Laguna Beach to have the resources it needs to protect our community’s future and safety, so I am OK with a sales tax increase to mitigate visitor impacts and to protect us from wildfire.” 21 46.0% 44.0%
10.0%
Agree with Archer Agree with Todd Unsure
Initial vote: 74% would vote yes on the measure to
increase Transient Occupancy Tax
Here is a potential ballot measure that may be on the ballot in Laguna Beach next year. If the election were held today, please indicate how you would vote.
Question 22: “To help cover the costs of visitors to Laguna Beach, to maintain and improve police and fire response, to reduce wildfire risk via more utility undergrounding to improve evacuation routes, shall the City of Laguna Beach adopt a measure increasing the transient occupancy (hotel) tax from twelve percent to fourteen percent, until ended by voters, providing approximately $3,000,000 annually, with annual audits, public disclosure of expenditures, and funds only for Laguna Beach?” 22 73.5%
20.3%
6.3%
Vote yes Vote no Unsure
68% are more likely to vote yes on the TOT knowing that it is paid only by guests at hotels and short-term rentals Now we have some statements about the measure to increase the city’s Transient Occupancy Tax, otherwise known as a hotel and short-term rental tax. Please indicate whether this information makes you more likely or less likely to vote for the measure.
Question 25: The transient occupancy (hotel) tax is paid only by guests at hotels and short-term rentals like Airbnb - it is not a tax on your home or property. 23 Initially said unsure
Initially vote no
68.0%
20.5%
7.0%4.5%
More likely to vote for
Makes no difference to me
Less likely to vote for
Don’t know
24.7%
48.1%
25.9%
1.2%
More likely to vote for
Makes no difference to me
Less likely to vote for
Don’t know
36.0%
12.0% 12.0%
40.0%
More likely to vote for
Makes no difference to me
Less likely to vote for
Don’t know
After hearing that TOT will hurt local hotels, half are undecided on how they will vote
Now we have some statements about the measure to increase the city’s Transient Occupancy Tax, otherwise known as a hotel and short-term rental tax. Please indicate whether this information makes you more likely or less likely to vote for the measure.
Question 26: A transient occupancy (hotel) tax will hurt local hotels because guests could choose to stay in another nearby city. 24 Initially said unsure
Initially vote yes
25.5%
50.3%
19.5%
4.8%
More likely to vote for
Makes no difference to me
Less likely to vote for
Don’t know
27.9%
55.1%
15.3%1.7%
More likely to vote for
Makes no difference to me
Less likely to vote for
Don’t know
12.0%
28.0%
20.0%
40.0%
More likely to vote for
Makes no difference to me
Less likely to vote for
Don’t know
25 Message Effectiveness
Positive messages [Percent More Likely to Vote Yes] 2026 2025
68.0% 63.3% The transient occupancy (hotel) tax is paid only by guests at hotels and short-term rentals like Airbnb - it is not a tax on your home or property.
Negative messages [Percent Less Likely to Vote Yes] 2026 2025
19.5% 26.3% A transient occupancy (hotel) tax will hurt local hotels because guests could choose to stay in another nearby city.
*Note: Minor revisions have been made to message wording.
Informed vote: 75% would vote yes on the measure to
increase Transient Occupancy Tax
Now here is the measure again. If the election were held today, please indicate how you would vote.
Question 27: “To help cover the costs of visitors to Laguna Beach, to maintain and improve police and fire response, to reduce wildfire risk via more utility undergrounding to improve evacuation routes, shall the City of Laguna Beach adopt a measure increasing the transient occupancy (hotel) tax from twelve percent to fourteen percent, until ended by voters, providing approximately $3,000,000 annually, with annual audits, public disclosure of expenditures, and funds only for Laguna Beach?” 26 73.5%
20.3%
6.3%
75.0%
20.5%
4.5%
Vote yes Vote no Unsure
initial Informed initial initial Informed Informed
67% agree with Jones that the TOT increase is paid by
visitors and will help improve services
Question 28: Now we have two statements from Laguna Beach residents. Please choose which statement you agree with the most.
Smith: “The transient occupancy (hotel) tax increase is going to be a burden on business travelers and friends and family who come to visit Laguna Beach. Some might even choose to stay in other cities with lower transient occupancy taxes.”.
Jones: “The new revenue from the transient occupancy (hotel) tax increase is paid by visitors and will help us stay in front of visitor impacts, as well as improving services for Laguna Beach residents without costing residents anything.”
27 23.0%
67.0%
10.0%
Agree with Smith Agree with Jones Unsure
48% would vote no on the Business License Tax
measure for bars and restaurants
There is one more potential measure that is an option for the ballot in Laguna Beach this year. If the election were held today, please indicate how you would vote.
Question 29: “To help cover costs of visitors to Laguna Beach, maintain and improve police and fire response, to reduce wildfire risk via more utility undergrounding to improve evacuation routes, shall the City of Laguna Beach adopt a measure updating its business license tax for bars and restaurants by removing the $1,650 annual cap and imposing a graduated tax on gross receipts as set forth in the measure, generating approximately $8,600,000 annually until ended by voters, with all funds used locally?” 28 41.3%
47.5%
11.3%
Vote yes Vote no Unsure
46% agree with Smith that the Business License Tax
increase is going to be a burden on businesses
Question 30: Now we have two statements from Laguna Beach residents. Please choose which statement you agree with the most.
Smith: “The Business License Tax increase is going to be a burden on businesses – it may make people decide not to patronize our restaurants and bars, further harming the local economy.“
Jones: “The new revenue from this increase in the Business License Tax will be paid by visitors to directly offset the costs of visitor impacts to the community, and I’m OK with that even though I’ll pay a bit more, too.”
29 46.3%
40.3%
13.5%
Agree with Smith Agree with Jones Unsure
56% would vote yes on the Transient Occupancy Tax
measure
Question 31: The Laguna Beach City Council will soon decide whether to place a sales tax measure, transient occupancy (hotel) tax measure, or business license measure on the November 2026 ballot. Please indicate which measure(s) you think should go before the voters? Select all that apply. 30 56.3%
43.0%
23.5%
19.8%
4.5%
Transient Occupancy Tax measure
Sales Tax measure
Business License Tax measure
None of them
Unsure
Demographics
31 32
Respondent demographics by gender, age group, ethnicity, years of residency, education, place of birth, and party
49.0%
51.0%
Male
Female
9.1%
5.0%
11.3%
29.8%
44.3%
18-29
30-39
40-49
50-64
65+
6.0%
82.5%
5.0%
5.8%
0.8%
Latino/Hispanic
White/Caucasian
Black/African American
Asian/Pacific Islander
Other
Gender Age Group Ethnicity Years of residency
Education Place of Birth Party
47.3%
29.3%
17.5%
Democratic
Republican
No Party Preference
29.8%
70.3%
No college
College
82.5%
8.8%
8.8%
U.S. born
Foreign born
Birthplace unknown
0.8%
5.8%
10.0%
14.8%
6.5%
60.0%
2.3%
Less than 1 year
1 to 5 years
6 to 10 years
11 to 15 years
16 to 20 years
21 years and over
Prefer not to answer
Questions?
Adam Probolsky, President
O: 949-855-6400 | M: 949-697-6726
E: [email protected]
Sergio Martinez, Senior Research Analyst
E: [email protected]
Opinion Research on
Elections and Public Policy
PROBOLSKY RESEARCH
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