City Manager’s Office
www.santa-ana.org/cm
Item # 8
City of Santa Ana
20 Civic Center Plaza, Santa Ana, CA 92701
Staff Report
March 17, 2026
TOPIC: Ballot Measure Polling Results
AGENDA TITLE
Ballot Measure Polling Results
RECOMMENDED ACTION
Direct staff to prepare public information materials, develop a November 2026 ballot measure for City Council consideration, and conduct a tracking survey.
GOVERNMENT CODE §84308 APPLIES: No
DISCUSSION
On November 4, 2025, City Council approved an agreement with True North Research, Inc. (True North) to conduct a baseline poll to test a potential ballot measure. True North has served over 120 jurisdictions in California and has a high success rate with ballot measures passing.
In December 2025, True North completed 623 surveys of likely voters with a 3.9% margin of error at a 95% confidence level. Survey methodology and results are detailed in True North’s detailed report (Exhibit 1). The survey included warm-up questions and multiple tests of a potential ballot measure to maintain the existing 1.5% local sales tax rate permanently (no increase), using wording that complies with state law. A summary of survey results follows.
Quality of life in Santa Ana: 50% Excellent or Good, 35% Fair Overall satisfaction with the City: 13% Very, 48% Fairly An open-ended question for desired changes: Top 3 results were:
oAddress unhoused issues,
oImprove public safety, and
oImprove infrastructure/roads
Initial ballot test: 64% definitely or probably yes
After presenting positive arguments, ballot retest: 67% definitely or probably yes After presenting negative arguments, ballot retest: 63% definitely or probably yes
Ballot Measure Polling Results
March 17, 2026
5 6
5 7
A November 2026 ballot measure to maintain the 1.5% local sales tax rate permanently requires a simple majority vote to pass.
The 1.5% local sales tax has significantly improved the City’s ability to provide services to the community. More detailed information is attached to this staff report as Exhibit 2.
The $83+ million revenue source has been used for:
Quality of Life Teams (QOLT) to address the impacts of homelessness; Fixing streets including pavement and right-of way, such as street lights, traffic calming, traffic signals, medians, alleys, and sidewalks; Keeping pace with the increasing costs of public safety; Improving the security and maintenance of City parks;
Arts and culture events;
City-owned facility improvements;
Graffiti removal;
Bus shelters;
Bike lane sweeping and tree trimming;
Immigration legal defense support; and
Many programs and facility enhancements to serve the City’s youth.
The City has been accountable to the public, the Citizens Oversight Committee, and the City Council with detailed spending plans, annual financial reports, and independent auditor review.
Local sales tax add-ons have become increasingly common among California cities.
Exhibit 3 identifies local sales tax rate comparisons.
When the local sales tax decreases to 1.0% on April 1, 2029, the loss of up to $30 million of revenue will impact the City’s ability to provide the services noted above.
Therefore, staff recommends moving forward to Phase 2 of the True North project, as outlined in the November 4, 2025 staff report.
1. Prepare public information materials.
2. Develop a November 2026 ballot measure for City Council consideration on June 2, 2026.
3. Conduct a tracking survey to test the ballot measure before City Council consideration in June.
Separate City Council approval will be required to add a measure to the November 2026 ballot. The recommended action with this report only approves moving forward with preparation. If the City Council approves a ballot measure for November 2026 and it fails, the City will have three years to reduce service levels and find other ways to rebalance the budget.
Ballot Measure Polling Results
March 17, 2026
5 6
5 7
ENVIRONMENTAL IMPACT
There is no environmental impact associated with this action.
FISCAL IMPACT
If the City Council approves the recommended action, staff will utilize up to $160,000 from the Non-Departmental General Fund account 01105015-62300, which may necessitate a future housekeeping adjustment to the Non-Departmental appropriations.
Measure preparation, strategy, and communications – 8 months of support from March 2026 through October 2026.
$80,000
Tracking Survey $31,500
Prepare and mail a multilingual information piece to all registered voter households
$48,500
Total $160,000
EXHIBIT(S)
1. True North Research, Inc. Report
2. Measure X Success
3. Local Sales Tax Rates
Submitted By: Kathryn Downs, Assistant City Manager
Approved By: Alvaro Nuñez, City Manager