City of Marysville
Sales Tax Voter Poll
Results Presentation
March 2024
Opinion Research on
Elections and Public Policy
PROBOLSKY RESEARCH
100 Pine Street Suite 1250 San Francisco CA 94111
San Francisco
(415) 870-8150
Washington DC
(202) 559-0270
Newport Beach
(949) 855-6400
1 City of Marysville – Sales Tax Voter Poll
Survey Methodology*
*Due to rounding, totals shown on charts may not add up to 100% 2 The sample was compiled from data obtained from the Yuba County Department of Elections. We called, emailed, and texted voters. We matched the demographics of City of Marysville voters.
Sample
Data Collection Explained
Probolsky Research is a Latina- and woman-owned market and opinion research firm with corporate, election, government, and non-profit clients.
Interviews were conducted by phone (33%) and online (67%) modes. Phone interviews were conducted via landline (34%) or mobile (66%). Online participants were invited by email (50%) and text message (50%) for the online method.
Respondents in all modes chose their preferred language, English (95%) and Spanish (5%).
The online survey was accessible by computer, tablet, and smart phone.
Security measures precluded individuals from completing the survey more than once.
Survey Details
Mode Phone (landline and mobile)
Online (email and text to web)
Language English and Spanish
Length 16 minutes
Target Respondents City of Marysville voters
Survey Fielding March 1 – 21, 2024
Margin of Error +/-5.8%
Survey Participants 300
2 3
Facebook and YouTube are the most used social apps
and websites
Question 2: Please indicate which if any of these social apps and websites you use regularly? Select all that apply.
59.7%
53.7%
32.0%
27.3%
16.3%
16.0%
9.3%
7.7%
7.7%
1.0%
10.3%
1.0%
Facebook
YouTube
Instagram
X (Twitter)
TikTok
Nextdoor
LinkedIn
Reddit
Snapchat
Other
Nothing
Unsure
3 4
70% approve of the job Marysville is doing providing
services to residents
Question 3: In general, do you approve or disapprove of the job the City of Marysville is doing providing services to residents?
70.0%
25.0%
5.0%
Approve Disapprove Unsure
4 5
93% approve of firefighting, emergency preparedness, and rescue services provided by the Marysville Fire Department Question 4: Do you approve or disapprove of the firefighting, emergency preparedness, and rescue services provided by the Marysville Fire Department?
92.7%
2.7% 4.7%
Approve Disapprove Unsure
5 6
81% approve of public safety services provided by the
Marysville Police Department
Question 5: Do you approve or disapprove of the public safety services provided by the Marysville Police Department?
81.0%
17.0%
2.0%
Approve Disapprove Unsure
6 Maintaining streets, roads, and preparing the City for emergencies are most personally important to Marysville voters Question 8: Now we have a list of objectives by the City of Marysville, please indicate which objectives you think are very important to you personally. Select all that apply.
54.0%
52.3%
51.0%
51.0%
50.0%
48.7%
44.0%
43.7%
38.3%
26.3%
25.0%
24.3%
23.7%
20.0%
12.3%
2.0%
Maintaining streets and roads
Preparing the City for emergencies
Providing effective public safety
Keeping local taxes low
Maintaining sidewalks, cross walks, neighborhood traffic calming Supporting affordable housing
Promoting economic development and job creation
Maintaining parks, trails, and open space
Managing growth and development
Enforcement of City codes
Providing special events like festivals and community events Communications about City issues, events and incident information Long range planning
Planning for climate change
Fiscal stewardship
Other
7 8
Marysville voters are most satisfied with public
safety and special events
Question 9: Thinking of the same list of objectives provided by the City of Marysville, please indicate which objectives you are personally satisfied with. Select all that apply.
44.0%
37.3%
31.0%
28.3%
27.0%
24.3%
23.3%
22.0%
22.0%
21.7%
20.7%
18.3%
17.7%
13.3%
12.7%
1.0%
10.0%
3.0%
Providing effective public safety
Providing special events like festivals and community events Preparing the City for emergencies
Communications about City issues, events and incident information Supporting affordable housing
Managing growth and development
Maintaining sidewalks, cross walks, neighborhood traffic calming Keeping local taxes low
Enforcement of City codes
Maintaining streets and roads
Maintaining parks, trails, and open space
Promoting economic development and job creation
Long range planning
Planning for climate change
Fiscal stewardship
Other
None of these
Unsure
8 9
94% agree that public safety should always be the
City’s top priority
Question 11: Now we have some statements about the City of Marysville. For each one, please indicate whether you agree or disagree. Public safety should always be the City's top priority by maintaining a quick emergency response, fire fighters, neighborhood patrols, crime prevention, and investigation.
94.0%
3.7% 2.3%
Agree Disagree Unsure
9 10
Initial vote: 72% vote yes to renew Measure C
Question 13: Now let’s look at a possible future ballot measure. Please indicate if you would vote yes, or vote no. Shall the City of Marysville renew Measure C, a 1% sales tax (Transactions and Use Tax) generating $3.9 million in annual revenue, until ended by voters, for general municipal purposes, such as fire safety, police protection and emergency response services, traffic safety, streets and sidewalks repair, park improvements and maintenance, reducing debt and maintaining financial reserves, with the following restrictions; with an oversight committee and accountability measures. Annually, the City shall publish a report of how much tax revenue was received and how that money was used.
71.7%
21.3%
7.0%
Vote yes Vote no Unsure
10 11
Among those who would vote yes to approve the
sales tax, 19% cite the funding is needed/necessary
Question 14: Why would you vote yes to approve the sales tax? [IF ANSWERED ‘VOTE YES’ TO Q13]
[OPEN-ENDED RESPONSE]
19.1%
18.1%
17.7%
10.7%
8.4%
7.9%
4.7%
3.7%
3.3%
2.3%
1.4%
1.4%
1.4%
Funding is needed/Necessary
Fund law enforcement/Public safety
Improve/Fund City services
Well being of community/Benefits the people/Quality of life Will fund improvements to Marysville
General support/Good idea
With proper oversite yes/If done properly
Improve roads/Keep roads safe
1% is reasonable amount/Sales tax isn't much
Fund/Improve emergency services
Park maintenance
Unsure
Other
71.7%
21.3%
7.0%
Total
11 12
70% are more likely to vote for the renewal after hearing that Measure C funding is used to handle police matters more quickly and efficiently Question 16: Thanks to funding from Measure C, which was authorized by voters in 2016, the Marysville Police Department increased the number of patrol officers which resulted in more calls for service being handled quickly and efficiently, as well as greater responsiveness to community needs. We have to renew Measure C because Marysville cannot afford to lose even one more cop. Does knowing this make you more likely to vote yes or more likely to vote no on the proposed sales tax measure?
70.0%
17.0%
11.0%2.0%
More likely to vote yes
Makes no difference to me
More likely to vote no
Unsure
20.3%
43.8%
31.3%
4.7% More likely to vote yes
Makes no difference to
me
More likely to vote no
Unsure
28.6%
38.1%
19.0%
14.3% More likely to vote yes
Makes no difference to
me
More likely to vote no
Unsure
Among those who initially voted “no”
Among those who initially voted “unsure”
12 13
Among those more likely to vote yes, 79% are
definitely more likely
Question 16: Thanks to funding from Measure C, which was authorized by voters in 2016, the Marysville Police Department increased the number of patrol officers which resulted in more calls for service being handled quickly and efficiently, as well as greater responsiveness to community needs. We have to renew Measure C because Marysville cannot afford to lose even one more cop. Does knowing this make you more likely to vote yes or more likely to vote no on the proposed sales tax measure?
70.0%
17.0%
11.0%
2.0%
Total
Definitely
79.0%
Somewhat
21.0%
Among those who said more likely to
vote yes
Definitely
72.7%
Somewhat
27.3%
Among those who said more likely to
vote no
13 14
72% are more likely to vote for the renewal after hearing that Measure C allows the City to maintain its current level of police service Question 18: Renewing Measure C will allow us to maintain the current level of police service, including neighborhood police patrols, property crime and the community partnership program, is vital to protecting Marysville’s quality of life. Does knowing this make you more likely to vote yes or more likely to vote no on the proposed sales tax measure?
72.0%
19.7%
6.3%2.0%
More likely to vote yes
Makes no difference to me
More likely to vote no
Unsure
25.0%
50.0%
23.4%
1.6% More likely to vote yes
Makes no difference to
me
More likely to vote no
Unsure
28.6%
57.1%
9.5%
4.8% More likely to vote yes
Makes no difference to
me
More likely to vote no
Unsure
Among those who initially voted “no”
Among those who initially voted “unsure”
14 15
68% are more likely to vote for the renewal after hearing that Measure C invests in growing the City’s local economic recovery Question 19: Now more than ever we need to bring businesses and good paying jobs to Marysville. Renewing Measure C invests in growing our local economic recovery. Does knowing this make you more likely to vote yes or more likely to vote no on this measure?
67.7%
22.7%
6.7%3.0%
More likely to vote yes
Makes no difference to me
More likely to vote no
Unsure
32.8%
39.1%
25.0%
3.1% More likely to vote yes
Makes no difference to
me
More likely to vote no
Unsure
38.1%
42.9%
4.8%
14.3% More likely to vote yes
Makes no difference to
me
More likely to vote no
Unsure
Among those who initially voted “no”
Among those who initially voted “unsure”
15 16
72% are more likely to vote for the renewal after hearing that it is not a tax on their home or property
Question 20: Some of the taxes generated by the measure will be paid by visitors to Marysville—it is not a tax on your home or property. This means visitors will pay their fair share when they use our streets, 911 and other services. Does knowing this make you more likely to vote yes or more likely to vote no on the proposed sales tax measure?
72.0%
19.7%
4.7%3.7%
More likely to vote yes
Makes no difference to me
More likely to vote no
Unsure
21.9%
45.3%
17.2%
15.6% More likely to vote yes
Makes no difference to
me
More likely to vote no
Unsure
23.8%
61.9%
9.5%
4.8% More likely to vote yes
Makes no difference to
me
More likely to vote no
Unsure
Among those who initially voted “no”
Among those who initially voted “unsure”
16 17
76% are more likely to vote for the renewal after hearing that maintaining current levels of fire and emergency medical services is critical to the health and safety of Marysville residents Question 21: Maintaining current levels of fire and emergency medical services is critical to the health and safety of Marysville residents. Does knowing this make you more likely to vote yes or more likely to vote no on the proposed sales tax measure?
75.7%
16.7%
6.7%1.0%
More likely to vote yes
Makes no difference to me
More likely to vote no
Unsure
42.2%
37.5%
18.8%
1.6% More likely to vote yes
Makes no difference to
me
More likely to vote no
Unsure
33.3%
42.9%
14.3%
9.5% More likely to vote yes
Makes no difference to
me
More likely to vote no
Unsure
Among those who initially voted “no”
Among those who initially voted “unsure”
17 18
76% are more likely to vote for the renewal after hearing that all funds from this measure must stay in Marysville to maintain critical local services
Question 23: By law, all funds from this measure must stay in Marysville to maintain critical local services. No funds can be taken by Sacramento. Does knowing this make you more likely to vote yes or more likely to vote no on this measure?
76.3%
18.7%
3.7%
1.3%
More likely to vote yes
Makes no difference to me
More likely to vote no
Unsure
40.6%
39.1%
15.6%
4.7% More likely to vote yes
Makes no difference to
me
More likely to vote no
Unsure
42.9%
47.6%
4.8%4.8% More likely to vote yes
Makes no difference to
me
More likely to vote no
Unsure
Among those who initially voted “no”
Among those who initially voted “unsure”
18 19
75% are more likely to vote for the renewal after hearing that the measure will simply extend the current sales tax until ended by voters
Question 24: The City’s current sales tax was passed as Measure C by Marysville voters in 2016. The current transaction and use (sales) tax of one cent is set to expire in 2026.
This upcoming sales tax measure will simply extend the current sales tax until ended by voters – it will not increase your taxes. Does knowing this make you more likely to vote yes or more likely to vote no on the proposed sales tax measure? [SPLIT SAMPLE A]
75.3%
13.3%
7.3%4.0%
More likely to vote yes
Makes no difference to me
More likely to vote no
Unsure
31.3%
31.3%
25.0%
12.5% More likely to vote yes
Makes no difference to
me
More likely to vote no
Unsure
16.7%
50.0%
16.7%
16.7% More likely to vote yes
Makes no difference to
me
More likely to vote no
Unsure
Among those who initially voted “no”
Among those who initially voted “unsure”
19 20
77% are more likely to vote for the renewal after hearing that the measure will simply extend the current sales tax for an additional 10 years
Question 25: The City’s current sales tax was passed as Measure C by Marysville voters in 2016. The current transaction and use (sales) tax of one cent is set to expire in 2026.
This upcoming sales tax measure will simply extend the current sales tax for an additional in 10 years – it will not increase your taxes. Does knowing this make you more likely to vote yes or more likely to vote no on the proposed sales tax measure? [SPLIT SAMPLE B]
76.7%
11.3%
10.0%2.0%
More likely to vote yes
Makes no difference to me
More likely to vote no
Unsure
25.0%
28.1%
43.8%
3.1% More likely to vote yes
Makes no difference to
me
More likely to vote no
Unsure
22.2%
55.6%
22.2% More likely to vote yes
Makes no difference to
me
More likely to vote no
Unsure
Among those who initially voted “no”
Among those who initially voted “unsure”
20 21
76% are more likely to vote for the renewal after hearing that it will increase police and EMT response time
Question 26: Not only will renewal of Measure C prevent any cuts to our police department, it will also allow the City to maintain neighborhood patrols to a safe number. Renewing Measure C will mean fast response times by our local police officers, firefighters and EMT’s. In an emergency, every second counts. Does knowing this make you more likely to vote yes or more likely to vote no on the proposed sales tax measure?
75.7%
17.0%
6.0%1.3%
More likely to vote yes
Makes no difference to me
More likely to vote no
Unsure
26.6%
45.3%
26.6%
1.6% More likely to vote yes
Makes no difference to
me
More likely to vote no
Unsure
23.8%
66.7%
4.8%4.8% More likely to vote yes
Makes no difference to
me
More likely to vote no
Unsure
Among those who initially voted “no”
Among those who initially voted “unsure”
21 22
73% are more likely to vote for the renewal after hearing that the measure will have an oversight committee
Question 31: This measure will have an oversight committee 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 measure?
72.7%
15.7%
9.7%2.0%
More likely to vote yes
Makes no difference to me
More likely to vote no
Unsure
31.3%
32.8%
34.4%
1.6% More likely to vote yes
Makes no difference to
me
More likely to vote no
Unsure
47.6%
28.6%
4.8%
19.0% More likely to vote yes
Makes no difference to
me
More likely to vote no
Unsure
Among those who initially voted “no”
Among those who initially voted “unsure”
22 23
71% are more likely to vote for the renewal after hearing that the measure simply maintains the current tax level Question 32: This ballot measure is not a tax increase, it simply maintains the current Measure C tax levels. Does knowing this make you more likely to vote yes or more likely to vote no on the proposed sales tax measure?
71.0%
19.7%
8.7%0.7%
More likely to vote yes
Makes no difference to me
More likely to vote no
Unsure
31.3%
39.1%
29.7% More likely to vote yes
Makes no difference to
me
More likely to vote no
33.3%
47.6%
14.3%
4.8% More likely to vote yes
Makes no difference to
me
More likely to vote no
Unsure
Among those who initially voted “no”
Among those who initially voted “unsure”
23 24
Informed Vote: 74% vote yes on the sales tax
measure
Question 33: Knowing what you know now, if the election were held today, how would you vote on this ballot measure? Shall the City of Marysville renew a 1% sales tax (Transactions and Use Tax) generating $3.9 million in annual revenue, until ended by voters, for general municipal purposes, such as fire safety, police protection and emergency response services, traffic safety, streets and sidewalks repair, park improvements and maintenance, reducing debt and maintaining financial reserves, with an oversight committee and accountability measures. Annually, the City shall publish a report of how much tax revenue was received and how that money was used.
71.7%
21.3%
7.0%
73.7%
18.3%
8.0%
Vote yes Vote no Unsure
Initial Informed Initial Informed Initial Informed
24 25
Demographics
25 26
Gender Age Group Ethnicity
Respondent demographics by gender, age group, ethnicity, party preference, vote propensity, and years of residency Party Preference Vote Propensity Years of Residency
21.7%
13.3%
12.0%
12.7%
17.7%
6.7%
16.0%
5 out of 5
4 out of 5
3 out of 5
2 out of 5
1 out of 5
New perfect voter
New registrant
29.7%
39.0%
21.3%
10.0%
Democratic
Republican
No Party Preference
Other
45.0%
55.0%
Male
Female
17.7%
18.0%
15.0%
23.0%
26.3%
18-29
30-39
40-49
50-64
65+
20.7%
67.7%
1.3%
3.0%
4.5%
2.8%
Latino/Hispanic
White/Caucasian
Black/African American
Asian/Pacific Islander
Other
Prefer not to answer
2.0%
8.7%
16.7%
10.3%
62.3%
0-2 years
3-5 years
6-10 years
11-19 years
20+ years
26