ITEM NO. 12.
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
ITEM NO. 12.
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
ITEM NO. 12.
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
ITEM NO. 12.
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
ITEM NO. 12.
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
ITEM NO. 12.
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
ITEM NO. 12.
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
ITEM NO. 12.
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
ITEM NO. 12.
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
ITEM NO. 12.
GENE BREGMAN & ASSOC.
N = 200
Town of Los Gatos Study Time Began______
(FINAL) Time Ended______
Hello, I'm __________ from GBA, an opinion research firm. We're conducting a survey about issues that concern the residents of Los Gatos. May I speak with ________. (MUST SPEAK WITH VOTER LISTED. VERIFY THAT THE VOTER LIVES AT THE ADDRESS LISTED - OTHERWISE TERMINATE.) We are not selling anything and all your answers will be kept confidential. Am I calling you on your cell phone? (IF YES, ASK): Are you in a safe place to talk? (If No, ask to make an appointment to call back)
1. Generally speaking, how would you rate Excellent-----------------------47% Los Gatos as a place to live? Is Good ---------------------------45% it an excellent place to live, a good place, Only fair ------------------------ 8% only fair, or a poor place to live? Poor-------------------------------- * DK/NA -------------------------- 0%
2. And how would you rate the overall job being done by Excellent---------------------------------17% Los Gatos Town government in providing services to the Good -------------------------------------50% people who live here: as excellent, good, only fair, or poor? Only fair ---------------------------------20% Poor--------------------------------------- 8%
DK/NA ------------------------------------ 5%
3. Next, please tell me how you would rate the job being done by each of the following organizations: as excellent, good, only fair or poor? If you do not know enough about an organization to have an opinion, please tell me that, too. (ROTATE)
ONLY DON'T
EXC GOOD FAIR POOR KNOW
a. Los Gatos Parks and Public Works Department----------------------30%------47%------10%------ 3% --------10% b. Los Gatos Police Department -------------------------------------------32%------47%------13%------ 3% -------- 5% c. Los Gatos Community Development Department -------------------10%------24%------19%------ 8% --------39% d. Los Gatos Library Department------------------------------------------49%------32%------ 5% ------ 1% --------13%
4. Generally speaking, would you say that the Town of Great need ------------------------- 7% Los Gatos has a great need for more money, some Some need------------------------36% need, a little need, or no real need for more money? Little need-------------------------26% No need ---------------------------17%
(DON'T READ) DK/NA---------14%
5. And in general, how much need is there for additional money for each of the following in the Town of Los Gatos: a great need, some need, a little need or no real need? (ROTATE ORDER)
GREAT SOME LITTLE NO DON'T
NEED NEED NEED NEED KNOW
a. To improve and properly maintain adequate wildfire
management services ----------------------------------------------------29%------32%------18%------ 5% --------16% b. To improve and properly maintain adequate
9-1-1 emergency response services -----------------------------------14%------32%------22%------10%--------22% c. To improve and properly maintain adequate police services ------17%------35%------21%------13%--------16% ATTACHMENT 4
ITEM NO. 12.
GENE BREGMAN & ASSOC. (Los Gatos Study – FINAL) PAGE - 2
6. Now I’d like to read you some issues or problems facing the Town of Los Gatos that some other people have mentioned. For each one I read, please tell me whether you think it is a very serious issue or problem, somewhat serious, not too serious, or not at all a serious issue or problem in Los Gatos today. (ROTATE)
VERY SMWT NOT TOO NAA DON'T
SER. SER. SER. SER. KNOW
a. Traffic congestion---------------------------------------------------45%------33%------18%------ 3% ----------* b. Need for more programs to protect against wildfires ---------31%------41%------21%------ 3% -------- 4% c. Need for more affordable housing -------------------------------42%------23%------15%------19%-------- 2% d. Crime -----------------------------------------------------------------20%------27%------37%------12%-------- 4% e. Effects of climate change here in Los Gatos, such as extreme weather, drought and flooding ------------------------19%------37%------23%------17%-------- 3% f. Condition of streets and roads------------------------------------11%------38%------43%------ 7% -------- 1% g. Need to maintain police and emergency public
safety programs-----------------------------------------------------24%------43%------25%------ 5% -------- 3% h. Need to maintain the Town’s recreational facilities, like parks, open spaces and trails --------------------------------23%------35%------34%------ 7% -------- 1% i. High cost of living---------------------------------------------------60%------25%------12%------ 2% -------- 1%
7. This November, there may be a measure on the ballot for the Town of Los Gatos that would read as follows:
“Shall the measure to fund essential Town services such as maintaining neighborhood police patrols and 9-1-1 emergency responses; improving traffic flow to reduce congestion; repairing neighborhood streets; reducing wildfire risks; maintaining the Town’s long term financial stability and other general revenue purposes by enacting a oneeighth cent sales tax for twenty years, providing about one million dollars annually requiring Independent Citizens Oversight with public review of spending and all revenues controlled locally, be enacted?” If the election were held today on this measure, would you vote "yes," in favor of it or "no," to oppose it? (IF YES/NO ASK:) "Is that definitely (yes/no) or probably (yes/no)?" (RECORD UNDER Q.6a, BELOW) Definitely yes -----------------26%
Probably yes ------------------39%
Probably no -------------------11%
Definitely no ------------------12%
(DON'T READ) DK/NA-----11%
8. In 2018, voters in Los Gatos approved a one-eighth Yes -------------------------------------39% cent sales tax increase for the Town. Do you recall hearing No --------------------------------------47% about this before today? Don’t know----------------------------15%
9. In 2022, voters in Los Gatos approved an increase in business Yes -------------------------------------42% licenses and taxes. Do you recall hearing about this before No --------------------------------------45% today? (DON’T READ)DK/NA----------------13%
ITEM NO. 12.
GENE BREGMAN & ASSOC. (Los Gatos Study – FINAL) PAGE - 3
10. Now I am going to read you a list of some of the problems that could be addressed by a measure to maintain and improve various services provided by the Town of Los Gatos. Please tell me how important you think each one is for the residents of Los Gatos: very important, somewhat important, not too important, or not at all important.. (ROTATE)
NOT NOT
VERY SMWT TOO AT ALL DON'T
IMP. IMP. IMP. IMP. KNOW
a. Improving vegetation management and other programs
that help reduce the risk of wildfires in our open spaces and areas along roads ---------------------------------------------------45%------38%------12%------ 3% -------- 1% b. Keeping up with the maintenance and the frequency of trash pickups at local parks ---------------------------------------------36%------43%------15%------ 4% -------- 2% c. 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 -----------------49%------41%------ 7% ------ 3% ----------* d. 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-----------------------------------------51%------35%------ 9% ------ 5% -------- 1% e. Increasing street paving, pothole repair, and other street maintenance ---------------------------------------------------------------36%------52%------ 9% ------ 2% -------- 1% f. Improving traffic flow to reduce congestion, especially in key locations, such as the Highway 17 and Route 9 area---------------64%------28%------ 6% ------ 2% ----------* g. Keeping up with replacing police vehicles and other
emergency response equipment ---------------------------------------32%------44%------13%------ 9% -------- 3% h. Improving needed maintenance of our sewers, stormwater system, and other infrastructure facilities ----------------------------43%------43%------10%------ 3% -------- 1% i. Maintaining the landscaping and other services for
the beauty and quality of our parks and open space ---------------26%------48%------18%------ 7% -------- 1% j. Improving park services, such as adding clean and
modern restrooms where needed and bringing
children’s playgrounds up to current safety standards -------------37%------43%------15%------ 5% -------- 1% k. Maintaining and improving our libraries with up-to-date technology and enhanced materials and collections ----------------33%------39%------19%------ 7% -------- 2%
ITEM NO. 12.
GENE BREGMAN & ASSOC. (Los Gatos Study – FINAL) PAGE - 4
11. Now I would like to read you some statements that may be made by some people in favor of a measure to raise money for essential services in the Town of Los Gatos. Please tell me whether you find each statement to be very believable, somewhat believable, or not too believable. (ROTATE ORDER) NOT
VERY SMWT. TOO
BEL. BEL. BEL. DK/NA
a. All the money raised by this measure will be used here in our local community and cannot be touched by the state ------------------------27%------------38%------21%------14% b. Additional money would increase safety and security throughout the Town of Los Gatos------------------------------------------------------------------24%------------43%------22%------11% c. An independent audit with public reporting on these funds will make sure that the money is spent properly -----------------------------------22%------------45%------25%------ 8% d. Additional money will help police to be able to respond quickly in emergencies -------------------------------------------------------------27%------------39%------28%------ 6% e. 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 ------------------------------18%------------35%------41%------ 6% f. 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----------------------------------------23%------------33%------27%------17% g. Additional money will help the Town update and modernize police and emergency response services and equipment ----------------------------27%------------44%------19%------10% h. 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 ----------15%------------39%------36%------10% i. 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----------------25%------------35%------28%------13%
12. Now that you’ve learned more about the one-eighth percent sales tax increase to improve public safety and other essential services in the Town of Los Gatos, if the election were held today on this measure, would you vote "yes," in favor of it or "no," to oppose it? (IF YES/NO ASK:) "Is that definitely (yes/no) or probably (yes/no)? Definitely yes -----------------17%
Probably yes ------------------40%
Probably no -------------------17%
Definitely no ------------------14%
(DON'T READ) DK/NA-----13%
ITEM NO. 12.
GENE BREGMAN & ASSOC. (Los Gatos Study – FINAL) PAGE - 5
13. Now I would like to read you some statements that may be made by some people who are opposed to a measure to raise money for essential services in the Town of Los Gatos. Please tell me whether you find each statement to be very believable, somewhat believable, or not too believable. (ROTATE ORDER) NOT
VERY SMWT. TOO
BEL. BEL. BEL. DK/NA
a. The Town has sufficient revenue for at least the next few years; we don’t need to increase our taxes at this time ------------------------------27%------------36%------26%------11% b. Voters have approved tax increases in 2018 and 2022.
Enough is enough-------------------------------------------------------------------36%------------36%------21%------ 7% c. Taxes are already too high; If the Town learned to live within its means, we would not need to pay more taxes --------------------35%------------36%------24%------ 5% d. 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 ----------------------------------------------------------37%------------29%------26%------ 8%
14. And now for one final time, now that you’ve learned more about the one-eighth percent sales tax increase to improve public safety and other essential services for the Town of Los Gatos, if the election were held today on this measure, would you vote "yes," in favor of it or "no," to oppose it? (IF YES/NO ASK:) "Is that definitely (yes/no) or probably (yes/no)?
Definitely yes -----------------18%
Probably yes ------------------40%
Probably no -------------------21%
Definitely no ------------------12%
(DON'T READ) DK/NA------ 9%
Now for some background questions so we can be sure we have a good representation of the population.
15. Do you own or rent your home? Own home ----------------------------------------69% Rent------------------------------------------------24% (DON'T READ) Refused ------------------------ 7%
16. Are there any children under the Yes -------------------------------------------------37% age of 18 living in your household? No --------------------------------------------------59% DK/NA ---------------------------------------------- 4%
17. For about how long now have you Ten years or less---------------------------------30% lived in Los Gatos? Eleven to twenty years--------------------------26% More than 20 years------------------------------43%
Refused--------------------------------------------- 1% Date_____________________________
Interviewer__________________________
Verified by__________________________ Page_____________________ Gender Male------------------------------------------------45% Female---------------------------------------------49%
Blank ------------------------------------------------ 6%
ITEM NO. 12.
GENE BREGMAN & ASSOC. (Los Gatos Study – FINAL) PAGE - 6 Party Affiliation: Democrat------------------------------------------50% Republican ----------------------------------------21%
Independent/No Party/Others -----------------30%
Age: 18-24 ----------------------------------------------- 8% 25-29 ----------------------------------------------- 5% 30-34 ----------------------------------------------- 3% 35-39 ----------------------------------------------- 6% 40-44 ----------------------------------------------- 6% 45-49 ----------------------------------------------- 9% 50-54 ----------------------------------------------- 8% 55-59 ----------------------------------------------11% 60-64 ----------------------------------------------13% 65+ ------------------------------------------------31% Voting History: 11/22 ----------------------------------------------73% 6/22 ------------------------------------------------50% 9/21 ------------------------------------------------75% 11/20 ----------------------------------------------88% 3/20 ------------------------------------------------62% 11/18 ----------------------------------------------69% 6/18 ------------------------------------------------45% 11/16 ----------------------------------------------68% Interview completed by: Email------------------------------------------------ 1% Text ------------------------------------------------56% Cell phone-----------------------------------------39%
Landline phone ------------------------------------ 4%
ITEM NO. 12.