GENE BREGMAN & ASSOCIATES
Summary Charts of Results
from a Survey
of November 2024 Likely Voters
in the Town of Los Gatos,
California
200 Interviews
Interviewing: March 24-27, 2024
GENE BREGMAN & ASSOCIATES
Chart 1
Rating Los Gatos as a Place to Live
47%
45%
8%
0%
Excellent
Good
Poor
Only Fair 92%
No Opinion
*
GENE BREGMAN & ASSOCIATES
Chart 2
Excellent/Good Job Ratings in Los Gatos
Excellent/Good
34%
Only
Fair
19%
Poor
8%
Community Development
Department
No
Opinion
39%
Excellent/Good
67%
Only Fair
20%
Poor
8%
Town Government
Overall
No
Opinion
5%
Excellent/Good
77%
Only
Fair
10%
Poor 3%
Parks &
Public Works Department
No
Opinion
10%
Excellent/Good
79%
Only Fair
13%
Poor
3%
Police
Department
No
Opinion
5%
Excellent/Good
81%
Only
Fair
5%
Poor 1%
Library Department
No
Opinion
13%
GENE BREGMAN & ASSOCIATES
Chart 3
Great Need
7%
Some Need
36%
No
Opinion
14%
In General, For Town of Los Gatos
Little
Need
26%
No Need
17%
43%
Maintain Adequate Wildfire Management Services
Great Need
29%
Some Need
32%
No
Opinion
16%
Little
Need
18%
No Need
5%
61%
Great
Need
14%
Some Need
32%
No
Opinion
22%
Maintain Adequate 9-1-1 Emergency Services
Little
Need
22%
No Need
10%
46%
Great
Need
17%
Some Need
35%
No
Opinion
16%
Maintain Adequate Police Services
Little
Need
21%
No Need
13%
52%
Voter Perceptions of Need for More Money
GENE BREGMAN & ASSOCIATES
Very Serious Issues/Problems in Los Gatos
Chart 4
60%
45%
42%
31%
24%
23%
20%
19%
11%
I
A
C
B
G
H
D
E
F
High cost of living
Need for more programs to protect against wildfires
Need to maintain police
and emergency public safety programs
Traffic congestion
Need for more affordable housing
Need to maintain the Town’s recreational facilities
like parks, open spaces, and trails
Crime
Effects of climate change here in Los Gatos
such as extreme weather, drought, and flooding
Condition of streets and roads
GENE BREGMAN & ASSOCIATES
Chart 5
Yes
39%
Don’t
Know
15%
Awareness of 2018
Sales Tax
No
47%
Awareness of 2022
Business Licenses & Taxes
Combined Awareness of Previous Measures
Yes
42%
Don’t
Know
13% No
45%
Remember
Both
Measures
28%
Remember
Only 2018
Measure
11%
Remember
Neither
Measure
48%
Remember
Only 2022
Measure
14%
Awareness
Previous
Tax
Measures
GENE BREGMAN & ASSOCIATES
Very Important Problems That Could Be Addressed by Sales Tax Chart 6
64%
51%
49%
45%
43%
37%
36%
36%
33%
32%
26%
F
D
C
A
H
J
E
B
K
G
I
Improving traffic flow to reduce congestion,
especially in key locations, such as the Highway 17 and Route 9 area Improving vegetation management and other programs that help reduce the risk of wildfires in our open spaces and areas along roads Improving needed maintenance of our sewers, stormwater system, and other infrastructure facilities
Maintaining police staffing so there is no reduction in police patrols throughout the Town nor for the time it takes
for police to respond to 9-1-1 calls
Implementing our tree trimming programs
that protect against the damage caused by falling trees during wind and rain storms like those we had earlier this year Improving park services, such as adding clean and modern restrooms where needed and bringing children’s playgrounds up to current safety standards Increasing street paving, pothole repair,
and other street maintenance
Keeping up with the maintenance
and the frequency of trash pickups at local parks
Maintaining and improving our libraries
with up-to-date technology and enhanced materials and collections Keeping up with replacing police vehicles
and other emergency response equipment
Maintaining the landscaping and other services
for the beauty and quality of our parks and open space
GENE BREGMAN & ASSOCIATES
Chart 7
71%
67%
67%
66%
65%
60%
56%
54%
53%
G
B
C
D
A
I
F
H
E
Additional money will help the Town update and modernize police and emergency response services and equipment
Additional money will help police
to be able to respond quickly in emergencies
All the money raised by this measure will be used here
in our local community and cannot be touched by the state Additional money would increase safety and security
throughout the Town of Los Gatos
An independent audit with public reporting on these funds will make sure that the money is spent properly
This money is needed because the Town has legal obligations, known as “unfunded mandates,” required by the State of California resulting in expenditures that the Town must pay
If this measure is not passed, there is a good chance that another agency in Santa Clara County may enact a sales tax increase instead, placing the Los Gatos tax rate at the maximum allowed by state law. This would mean that Los Gatos residents will pay an increased tax but get very little benefit from it because the money will be controlled by that agency The Town has taken advantage of available state, federal, and private financial grants, but these funds are not enough to address all the Town’s needs. They are only asking for this tax increase because there are not enough other sources of money available A sales tax increase is paid by visitors to our Town, including tourists and residents of other parts of the county, thereby reducing the tax burden on Los Gatos residents Believable Statements In Favor of Sales Tax Measure
GENE BREGMAN & ASSOCIATES
Believable Statements Opposed to Sales Tax Measure
Chart 8
72%
71%
66%
63%
B
C
D
A
Voters have approved tax increases in 2018 and 2022.
Enough is enough
The Town has sufficient revenue
for at least the next few years;
we don’t need to increase our taxes at this time
Taxes are already too high; If the Town learned to live within its means, we would not need to pay more taxes
We cannot trust the Town to keep its promise
to use the money properly unless the tax measure
specifically says how the money must be used
GENE BREGMAN & ASSOCIATES
Votes on One-Eighth Cent Sales Tax
Chart 9
0%
10%
20%
30%
40%
50%
60%
70%
Initial Vote Second Vote Vote After
Negative Info
65%
57% 58%
23%
31% 33%
11% 13%
9%
Total Yes
Total No
Undecided
GENE BREGMAN & ASSOCIATES
Conclusions
Chart 10
1. Los Gatos residents are very positive towards their Town, local government, and Departments within local government
2. Maintaining public safety (police services and wildfire prevention) and traffic congestion are of paramount
importance to voters
3. Majority of voters are supportive of a 1/8 cent sales tax increase for the Town
4. If the Town captures the remaining 1/8 percent of sales tax capacity available to Los Gatos, 100% of the funds would remain in Los Gatos
5. Not claiming the remaining sales tax capacity means a County agency could capture the 1/8 percent and raise
sales tax for Los Gatos with potentially minimal benefit to the Town
1 Recommended Next Steps
Phase II
May – Early June: Stakeholder Outreach, Public Information • Provide informational toolkit (fact sheet, Q&A, website content) • Conduct stakeholder outreach
• Send informational mailer
Late June 2024: Report to Council on Outreach/Feedback and Potential Ballot Measure Language Incorporating polling data and stakeholder outreach feedback, NBS/GBA will:
• Make final recommendations to Town on potential ballot measure, timing, and measure language • Assist Town staff in finalizing ordinance language and accompanying resolutions