Highlights of a Survey
of Likely Voters
City of Santa Clara, CA
June 2022
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Methodology
Multimodal survey of likely November 2022 voters
• Telephone survey with landlines and mobile phones included • Email- and text-to-web survey
Survey conducted June 26-30, 2022
400 interviews; overall margin of error ±4.9 percentage points Interviews were conducted in English, Spanish, Chinese & Vietnamese by trained, professional interviewers
Where applicable, results compared with the following:
• January 2022 multimodal survey among 600 likely November 2022 voters (EMC #22-8355) • May 2020 multimodal survey among 645 likely November 2020 voters (EMC #20-7648) • June 2018 telephone survey among 400 likely November 2018 voters (EMC #18-6854) Please note that due to rounding, some percentages may not add up to exactly 100%. 1EMC1
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Survey Goals and Communications
Survey Goals
• To collect objective information from Santa Clara constituents likely to participate in a November Election and report back to the City Council to inform the Council’s next steps.
Communications Environment
• The measures currently demonstrate enough viability for the Mayor and Council to consider placing both measures on the November 2022 ballot for voter consideration.
• As there is an evolving and unpredictable California communications climate with many State Propositions and regional measures on the ballot, informational Municipal Election communication consistent with city past practices will be necessary. 1EMC1
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Perception of Need
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21%
16%
16%
46%
44%
49%
19%
5%
11%
11%
17%
13%
3%
18%
11%
67%
61%
65%
30%
35%
25%
+37
+26
+40
June 2022
January 2022
June 2018
Great need Some need Don't know Little need No need
Santa Clara Need for Funding Over Time
Does the City of Santa Clara have a great need for additional funding, some need, a little need, or no real need for additional funding?
Great/
Some
Little/
No
Net
Need■ ■ ■ ■ ■
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11%
10%
16%
14%
41%
39%
14%
18%
26%
6%
7%
11%
10%
6%
7%
14%
12%
49%
50%
52%
50%
39%
47%
42%
43%
44%
36%
36%
40%
39%
36%
37%
40%
40%
1%
1%
6%
4%
1%
1%
3%
1%
3%
13%
6%
2%
3%
10%
7%
30%
28%
23%
26%
15%
10%
31%
27%
22%
41%
35%
25%
29%
40%
34%
27%
30%
9%
10%
4%
6%
4%
3%
12%
12%
6%
16%
18%
12%
15%
16%
18%
9%
12%
60%
60%
67%
64%
80%
86%
56%
61%
70%
42%
43%
51%
50%
42%
44%
54%
52%
39%
38%
27%
32%
19%
13%
43%
39%
28%
57%
54%
36%
44%
56%
52%
36%
42%
+21
+22
+40
+33
+62
+73
+13
+22
+42
-15
-10
+15
+5
-15
-8
+18
+10
June 2022
January 2022
May 2020
June 2018
June 2022
January 2022
June 2022
January 2022
May 2020
June 2022
January 2022
May 2020
June 2018
June 2022
January 2022
May 2020
June 2018
Excellent Good (Don't know) Only Fair Poor
Job Ratings Over Time
I’m going to read you a list of aspects of the City of Santa Clara. After hearing each one, please tell me how you would rate that aspect, using a scale of excellent, good, only fair, or poor.
The job Santa Clara City
government does overall
The job the City of Santa Clara’s
electric utility, Silicon Valley Power,
does overall
The job the City of Santa Clara does
keeping residents informed
The job the City of Santa Clara is
doing using tax dollars responsibly
The job the City of Santa Clara does
focusing on the priorities that
matter most to residents
Total
Pos.
Total
Neg.
Net
Pos.
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Potential Revenue Measures –
Progression of Viability
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Utility Charter Measure Affirmation Language
If the election were held today, would you vote yes to approve or no to reject this measure? City of Santa Clara No Tax Increase/Services Protection Measure.
To protect essential services without raising taxes, such as 911 response; police patrols, fire protection; street/storm drain repair, and maintaining reliable local utility service; shall Section 1320 of the Charter continuing the annual routine budget transfer of funds from City utilities to the general fund at 5% of gross receipts until ended by voters, generating approximately $30,000,000 annually, with independent audits, all funds local, be reaffirmed/adopted? Ballot question reviewed by City Attorney
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Initial Vote: Utility Charter Affirmation Measure Over Time If the election were held today, would you vote yes to approve or no to reject this measure? 61%
31%
65%
31%
Lean 2%
Lean 1%
Lean 1%
Lean 1%
Yes
63%
No
32%
(Undecided)
5%
Yes
67%
No
32%
(Undecided)
1%
Yes No (Undecided) Yes No (Undecided)
January 2022 June 2022
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BLT Measure Language
If the election were held today, would you vote yes to approve or no to reject this measure? City of Santa Clara Business License Update/Tax Equity Measure.
To protect Santa Clara’s financial stability and maintain essential services such as: 911 emergency services, safe/clean public areas, repairing aging streets, parks, and libraries, shall an ordinance updating the business license tax to $100 per business, and between $5 and $150 per employee, with larger businesses paying more per employee, generating approximately $6,000,000
annually until ended by voters, with independent annual financial audits, all funds staying local, be adopted?
Ballot question reviewed by City Attorney
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Initial Vote: BLT Measure Over Time
53%
43%
53%
44%
Lean 1%
Lean 1%
Lean 1%
Lean 2%
Yes
54%
No
43%
(Undecided)
3%
Yes
54%
No
45%
(Undecided)
1%
Yes No (Undecided) Yes No (Undecided)
If the election were held today, would you vote yes to approve or no to reject this measure? January 2022 June 2022
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Reaction to Information
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Additional Information
35%
30%
30%
27%
38%
44%
41%
41%
73%
74%
72%
68%
fairness
priorities
responsible
QoL
Very Convincing Somewhat Convincing Total Convincing
(BLT SPECIFIC- FAIRNESS) Santa Clara’s Business license tax has not been updated since 1992. It does not reflect the way business operates in the City today, and charges small local business the same dollar amount as large businesses and corporations that have major parts of their global operations here in Santa Clara. This business license tax measure will allow the city to treat all businesses equitably. (RESPONSIBLE) These measures have tough fiscal protections in place. By law, these measures will require audits and oversight. All funds must be spent locally and cannot be taken by the state.
(LOCAL PRIORITIES) These measures will allow the City of Santa Clara to maintain critical services that address our community’s urgent priorities such as public safety, clean and safe streets, COVID-19 response, street and sidewalk repair, and flood protection.
(QUALITY OF LIFE) The City of Santa Clara is a great place for children, families, seniors, and young professionals to live. These measures will ensure that Santa Clara residents continue to enjoy safe streets, excellent parks and libraries, and provide a variety of vibrant spaces for residents of all ages to gather and play.
Is that a very convincing, somewhat convincing, not too convincing or not at all convincing reason to SUPPORT the measures? ■ ■
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Vote After Additional Information: Utility Charter Affirmation Measure If the election were held today, would you vote yes to approve or no to reject this measure? Initial Vote
65%
31%
69%
24%
Lean 1%
Lean 1%
Lean 6%Yes
67%
No
32%
(Undecided)
1%
Yes
75%
No
24%
(Undecided)
1%
Yes No (Undecided) Yes No (Undecided)
Vote After Additional Information
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Vote After Additional Information Over Time: Utility Charter Affirmation Measure If the election were held today, would you vote yes to approve or no to reject this measure? 61%
31%
70%
26%
65%
31%
69%
24%
Lean 2%
Lean 1%
Lean 2%
Lean 1%
Lean 1%
Lean 6%Yes
63%
No
32%
(Undecided)
5%
Yes
71%
No
26%
(Undecided)
3%
Yes
67%
No
32%
(Undecided)
1%
Yes
75%
No
24%
(Undecided)
1%
Yes No (Undecided) Yes No (Undecided) Yes No (Undecided) Yes No (Undecided) Initial VoteInitial Vote Vote After Additional
Information
Vote After Additional
Information
January 2022 June 2022
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53%
44%
63%
30%
Lean 1%
Lean 2%
Lean 5%
Lean 1%
Yes
54%
No
45%
(Undecided)
1%
Yes
68%
No
31%
(Undecided)
1%
Yes No (Undecided) Yes No (Undecided)
Vote After Additional Information: BLT Measure
If the election were held today, would you vote yes to approve or no to reject this measure? Initial Vote Vote After Additional Information
50%
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53%
43%
63%
34%
53%
44%
63%
30%
Lean 1%
Lean 1%
Lean 1%
Lean 1%
Lean 1%
Lean 2%
Lean 5%
Lean 1%
Yes
54%
No
43%
(Undecided)
3%
Yes
64%
No
34%
(Undecided)
2%
Yes
54%
No
45%
(Undecided)
1%
Yes
68%
No
31%
(Undecided)
1%
Yes No (Undecided) Yes No (Undecided) Yes No (Undecided) Yes No (Undecided) Initial Vote
Vote After Additional Information Over Time: BLT Measure If the election were held today, would you vote yes to approve or no to reject this measure? 50%
Initial Vote Vote After Additional
Information
Vote After Additional
Information
January 2022 June 2022
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Other Perspectives
This tax will punish companies for adding new employees, forcing businesses to flee the City and pushing out good- paying local jobs when we need them most. It will also
allow the City to automatically increase taxes on
businesses every year, no matter the economic climate.
We can’t afford to burden our businesses with more and
more taxes. The COVID-19 pandemic has decimated our
local economy. Now is not the time to increase taxes on local businesses when we need to focus on ways to help
them recover.
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Viability: Utility Charter Affirmation Measure Over Time If the election were held today, would you vote yes to approve or no to reject this measure? 63%
71%
66%
32%
26%
31%
Initial Vote Vote After Additional
Information
Vote After All
Information
Yes
No
67%
75% Overall 70%
66%
69%
Perfect Voters
61%
68%
75%
Frequent Voters
70%66%
80% Infrequent Voters
78%
32%
24%
28%
Initial Vote Vote After Additional
Information
Vote After All
Information
January 2022 June 2022
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Viability: BLT Measure Over Time
If the election were held today, would you vote yes to approve or no to reject this measure? 54%
64%
52%
43%
34%
45%
Initial Vote Vote After Additional
Information
Vote After All
Information
Yes
No
54%
68%
Overall 63%
50%
64%
Perfect Voters
57%
60%
66%
Frequent Voters
63%
54%
74% Infrequent Voters
70%
45%
31%
35%
Initial Vote Vote After Additional
Information
Vote After All
Information
January 2022 June 2022
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Conclusions
Santa Clara respondents are still highly interested in both measures, at adequate rates for the City to place these measures on the ballot for local voter consideration.
Given a robust California and regional ballot, it will continue to be important for the City to update Santa Clara residents on the upcoming municipal election, utilizing best practices routinely used previously, inclusive of communication approaches increased during the pandemic. 1EMC1
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Emily Goodman
[email protected]
510.550.8932
Catherine Lew
[email protected]
510.594.0224
Jennifer Longley
[email protected]
415.816.3914
Elizabeth Kaczorowski
[email protected]
510.301.8254
Julia Woodward
[email protected]
413.419.1760