COUNCIL AGENDA REPORT
TO: Mayor and City Council
FROM: David W. Rowlands, City Manager
DATE: January 20, 2026
SUBJECT: Adoption of a Resolution Approving the Selection of DHM Research for Public Opinion Survey Research and Ballot Measure Polling Services
Description:
The City Council will consider approving a Resolution selecting DHM Research to provide research and polling services.
RECOMMENDATIONS:
1. Adopt a Resolution approving the selection of DHM Research to provide Public Opinion Survey Research and Ballot Measure Polling Services not to exceed the amount of $36,500; and
2. Authorize the City Manager, or designee, to award, negotiate, and execute the agreement.
BACKGROUND:
The City of Santa Maria is facing an estimated $25 million structural deficit. To explore potential revenue resources to offset this deficit, the City is hiring a consultant to understand if there is public support for an additional one -half cent transactions and use tax, and a tax on gross rental income for residential and commercial property.
A Request for Proposals was issued on November 19, 2025, with a deadline of December 30, 2025. Proposals were reviewed by a rating group made up of the City Manager, the Mayor, and Councilmember Soto.
DISCUSSION:
A rating group convened on January 9, 2026, and chose DHM Research to create a public opinion survey and provide ballot measure polling services. DHM Research, a Sacramento company, will assess voters’ attitudes toward City services, determining if the public will support an enhanced one-half cent transactions and use tax, and a tax on gross rental income for residential and commercial property.
DHM Research will collaborate with City staff to develop a comprehensive questionnaire in both English and Spanish, m onitor response rates, conduct a thorough analysis, and 2 provide a presentation of findings. Per the Request for Proposal, the sample size should yield a 95 percent confidence level with a +/- 5 percent accuracy level.
Alternative(s)
The City Council may approve the award of the contract as recommended. Alternatively, the City Council may reject all proposals and direct staff to reissue the Request for Proposals.
Fiscal Considerations
The cost of the research and polling services will not exceed $ 36,500. The cost is anticipated to come from General Fund savings in the budget, and if funding is not available a request will come in third quarter for an appropriation.
Impact on the Community
Approval of this agreement will provide the community an ability t o weigh in on the proposal of new taxes that would affect them.
ATTACHMENT(S)
A. Resolution