June 2022
City of Santa Rosa:
2022 Santa Rosa Revenue Measure Tracking Survey
June 2022
June 2022
Overview and Research Objectives
The City of Santa Rosa commissioned Godbe Research to conduct a survey of local voters with the following research objectives:
Gauge satisfaction with the City’s provision of services and effective management of taxpayer funds;
Assess opinion on the future direction of the economy, and the City’s efforts to address the coronavirus situation;
Assess potential voter support for a sales tax extension to maintain locally controlled funding to protect public safety that cannot be taken by the State; Prioritize projects and programs to be funded with the proceeds; Test the influence of informational and critical statements on potential voter support;
Identify the duration at which voters will support the measure; and Identify any differences in voter support due to demographic and/or voter behavioral characteristics and to ensure the sample is representative of the Santa Rosa population.
June 2022
Methodology Overview
Data Collection Landline (61), cell (75), text to online (492), and email to online (40) interviewing
Universe 56,678 Likely November 2022 Voters
Fielding Dates June 9 to 14, 2022
Interview Length 24 minutes
Sample Size 668
Margin of Error ± 3.77%
Note: The complete survey included a total of n=798 completed interviews, broken down as follows:
Likely Nov 2022 Voters n=668
Likely Nov 2024 Voters n=53
Adult Residents 18+ n=77
Total n=798
This report focuses on the Likely November 2022 universe as it relates to the immediate deadlines for placing a measure on the November ballot this year. The supplemental universes will be provided in a subsequent report. The data have been weighted to reflect the actual population characteristics of likely voters in the City of Santa Rosa in terms of their gender, age, and political party type.
June 2022
Key Findings
June 2022
Q1. Satisfaction With the City’s Provision of
Services
November 2022 Voters
Very satisfied
9.9%
Somewhat
satisfied
45.5%
Somewhat
dissatisfied
24.4%
Very
dissatisfied
15.5%
DK/NA
4.7%
Oct 2021 June 2022
Total Satisfied 62.4% 55.4%
Total Dissatisfied 33.3% 39.9%
Ratio Sat to Dissat 1.88 1.39
June 2022
Q2. Satisfaction With the City’s Management of
Public Funds
November 2022 Voters
Very satisfied
7.2% Somewhat
satisfied
33.5%
Somewhat
dissatisfied
25.4%
Very
dissatisfied
23.0%
DK/NA
10.9%
Oct 2021 Jun 2022
Total Satisfied 45.7% 40.7%
Total Dissatisfied 44.6% 48.4%
Ratio Sat to Dissat 1.02 0.84
June 2022
Q3. Opinion on Direction of the Economy in
Next 6 Months
November 2022 Voters
Better
12.8%
About the same
25.5%
Worse
54.1%
DK/NA
7.6%
June 2022
Q4. Favorability Rating of How the City is
Addressing Coronavirus
November 2022 Voters
Very favorable
27.2%
Somewhat
favorable
48.4%
Somewhat
unfavorable
10.9%
Very
unfavorable
8.8%
DK/NA
4.6%
Jun 2022
Total Favorable 75.6%
Total Unfavorable 19.8%
Ratio Fav to Unfav 3.83
June 2022
Q5. Uninformed Support for ¼ Cent Sales Tax
Extension Measure
November 2022 Voters
To renew locally controlled funding to
protect public safety in Santa Rosa
by:
• reducing wildfire risk;
• preventing closure of fire stations;
• maintaining rapid 9–1–1 emergency
response;
• maintaining youth violence
prevention programs; and
• preventing reductions of
firefighters, paramedics and law
enforcement officers;
shall the City of Santa Rosa’s measure
be adopted extending the expiring
public safety sales tax without
increasing the current ¼¢ rate, raising
approximately $10 million dollars
annually, until ended by voters, with
annual audits and citizen oversight?
Probably
No
10.2%
DK/NA
7.2%
Definitely
No
12.5%
Definitely Yes
40.4%
Probably Yes
29.8%
Total Support
70.2%
Oct 2021 (½ Cent)
Total Yes 60.1%
Total No 32.4%
June 2022
Q6. Impact of Cuts to Public Safety Services on
Support for Sales Tax Extension Measure
November 2022 Voters
If you heard that this measure extends
Measure O, without increasing the
current rate, that has provided locally-
controlled funding for Santa Rosa’s
fire protection, paramedics, rapid 9-1-
1 emergency response, disaster
preparedness, crime prevention and
police services since it was approved
18 years ago in 2004, and this funding
will expire requiring deep cuts to
public safety services if not renewed,
if the election were held today, would
you vote yes or no on this renewal
measure?
Probably
No
8.6%
DK/NA
6.9%
Definitely
No
9.9%
Definitely Yes
45.3%
Probably Yes
29.4%
Total Support
74.7%
June 2022
Q7. Features of the Measure I
November 2022 Voters
Note: The above rating questions have been abbreviated for charting purposes, and responses were recoded to calculate mean scores:
“Much More Likely” = +2, “Somewhat More Likely” = +1, “No Effect” = 0, “Somewhat Less Likely” = -1, and “Much Less Likely” = -2.
Somewhat
More Likely
Somewhat
Less Likely
Much Less
Likely
-2 -1 0 1 2
G. Providing mental health counseling, wraparound
services and programs to help at-risk youth and their…
Q. Preventing cuts to Advanced Life Support paramedic
teams
L. Maintaining emergency and disaster preparedness
programs, including for a public health crisis
K. Rebuilding firefighting infrastructure and improving fire prevention services
B. Preventing the closure of fire stations
C. Maintaining rapid 9-1-1 emergency response
I. Preventing future fires
F. Improving wildfire prevention and preparedness
including early fire alert systems, rapid response and… O. Improving wildfire prevention, preparedness, rapid 9-1- 1 response and early fire alert systems to control fires… A. Reducing the risk of wildfires
1.11 1.11
1.13 1.22
1.25 1.25
1.28 1.28
1.30 1.31
Much More
Likely
Tier 1
81.3%
76.3%
Sample A
Sample B
June 2022
Q7. Features of the Measure II
November 2022 Voters
Note: The above rating questions have been abbreviated for charting purposes, and responses were recoded to calculate mean scores:
“Much More Likely” = +2, “Somewhat More Likely” = +1, “No Effect” = 0, “Somewhat Less Likely” = -1, and “Much Less Likely” = -2.
Somewhat
More Likely
Somewhat
Less Likely
Much Less
Likely
-2 -1 0 1 2
J. Providing resources for youth programs and violence
prevention efforts along with grants to community-…
S. Reducing the impact of homelessness on the safety
and quality of life in our community
D. Providing youth violence prevention programs to help at-risk youth
H. Maintaining after-school and summer programs serving at-risk youth
N. Reducing the risk of fires starting and spreading from homeless encampments
R. Preventing cuts to 400,000 hours each year of youth
and family mental health, public health, gang…
M. Maintaining youth violence prevention, and drug and
gang intervention programs to maintain school safety
E. Preventing reductions of firefighters, paramedics and law enforcement officers
P. Preventing significant reductions in the number of
firefighters, paramedics and law enforcement officers…
0.93 0.94
1.01 1.02
1.02 1.04
1.06 1.09
1.09 Much More
Likely
72.9%
69.2%
Tier 2
Sample A
Sample B
June 2022
Q8. Informational Statements I
November 2022 Voters
Note: The above rating questions have been abbreviated for charting purposes, and responses were recoded to calculate mean scores:
“Much More Likely” = +2, “Somewhat More Likely” = +1, and “No Effect” = 0. 0 1 2
M. This measure will maintain fire protection throughout Santa Rosa and better protect lives and property
J. The measure is critical for helping Santa Rosa prepare for hotter and drier fire seasons and potential public… G. This funding will help upgrade aging emergency
communication systems to help firefighters, paramedics… F. The measure will require independent citizen oversight, mandatory financial audits, and public disclosure of all… B. The measure will give Santa Rosa local control over
local funds for local needs. The money cannot be taken… L. Essential purchases like groceries and medicine are
exempt from this sales tax to ensure it is not a burden… I. The measure will help keep the City's fire stations open and staffed with on-duty firefighters and paramedics…
D. None of the money raised by the measure would be
used for City administrator salaries
Q. With fire seasons getting hotter, drier and more
destructive each year, it is critical that we fund wildfire…
1.35 1.36
1.37 1.37
1.38 1.40
1.41 1.44
1.45 No Effect Somewhat
More Likely
Much More
Likely
Tier 1
82.2%
78.9%
Sample A
Sample B
June 2022
Q8. Informational Statements II
November 2022 Voters
Note: The above rating questions have been abbreviated for charting purposes, and responses were recoded to calculate mean scores:
“Much More Likely” = +2, “Somewhat More Likely” = +1, and “No Effect” = 0. 0 1 2
N. Unless renewed by voters, approximately $10 million
dollars in annual public safety funding will expire in… P. If the measure is approved, neighborhood police
patrols, gang prevention services, and park and…
A. If the measure fails and current funding expires, cuts to fire, paramedic and police services in Santa Rosa could… H. The measure will maintain the funding allocations for fire prevention and protection; police services; at-risk… K. Visitors and shoppers from outside of Santa Rosa will pay their fair share for local public safety services so… E. The measure simply renews the current sales tax rate and does not increase the rate
O. If current public safety funding expires, over twenty- five firefighter, paramedic and law enforcement officer… C. In the event of a heart attack, stroke, accident or
emergency, seconds can be the difference between life…
1.21 1.23
1.24 1.24
1.26 1.28
1.33 1.34
No Effect Somewhat
More Likely
Much More
Likely
Tier 1 Cont’d78.8%
68.7%
Sample A
Sample B
72.5%
73.5%
Tier 2
June 2022
0% 20% 40% 60% 80% 100%
Initial Test
Interim
Test
40.4%
49.5%
29.8%
26.9%
10.2%
8.1%
12.5%
10.1%
7.2%
5.4%
Definitely Yes Probably Yes Probably No Definitely No DK/NA Q9. Interim Support for ¼ Cent Sales Tax
Extension Measure
November 2022 Voters
76.4%
To renew locally controlled
funding to protect public safety in
Santa Rosa by:
• reducing wildfire risk;
• preventing closure of fire
stations;
• maintaining rapid 9–1–1
emergency response;
• maintaining youth violence
prevention programs; and
• preventing reductions of
firefighters, paramedics and law
enforcement officers;
shall the City of Santa Rosa’s
measure be adopted extending
the expiring public safety sales
tax without increasing the current
¼¢ rate, raising approximately $10
million dollars annually, until
ended by voters, with annual
audits and citizen oversight?
70.2%
June 2022
Q10. Critical Statements
November 2022 Voters
Note: The above rating questions have been abbreviated for charting purposes, and responses were recoded to calculate mean scores:
“Much More Likely” = +2, “Somewhat More Likely” = +1, and “No Effect” = 0. 0 1 2
G. Voters rejected the SMART Sales Tax and the County
Fire Tax. When will they get the message that we can't… C. There will be a County measure for preschool and early childhood development on the same ballot. We can't…
D. Increasing the sales tax again will hurt local businesses and drive jobs out of the City
I. We already have an extra three-quarters of a percent sales tax imposed by the City. Adding another quarter… E. We just voted two years ago to extend our sales tax for the City for 10 years. Now they want to increase and…
H. The measure provides too much money for police when
we should be shifting resources to programs and…
F. With increasing inflation, grocery and gas prices, and the ongoing COVID-19 crisis, now is the wrong time to…
A. Public employee salaries, benefits and pensions are
out of control. We need to contain these costs before…
J. The measure locks 20-year old funding priorities in
place and should be updated before the measure is…
B. City government needs to cut waste and do a better job with taxpayer money than they currently do
0.54 0.57
0.62 0.62
0.69 0.70
0.73 0.75
0.79 0.87
No Effect Somewhat
More Likely
Much More
Likely
Tier 1
50.2%
32.4%
40.1%
37.8%
Tier 2
Sample A
Sample B
June 2022
0% 20% 40% 60% 80% 100%
Initial Test
Final Test
40.4%
41.5%
29.8%
29.3%
10.2%
9.2%
12.5%
10.9%
7.2%
9.1%
Definitely Yes Probably Yes Probably No Definitely No DK/NA Q11. Final Support for ¼ Cent Sales Tax
Extension Measure
November 2022 Voters
70.8%
To renew locally controlled
funding to protect public safety in
Santa Rosa by:
• reducing wildfire risk;
• preventing closure of fire
stations;
• maintaining rapid 9–1–1
emergency response;
• maintaining youth violence
prevention programs; and
• preventing reductions of
firefighters, paramedics and law
enforcement officers;
shall the City of Santa Rosa’s
measure be adopted extending
the expiring public safety sales
tax without increasing the current
¼¢ rate, raising approximately $10
million dollars annually, until
ended by voters, with annual
audits and citizen oversight?
70.2%
June 2022
Q12. Support for Alternative 20 Year Duration
November 2022 Voters
Instead of levying the sales tax until
ended by voters, to reduce wildfire
risk; prevent closure of fire stations;
maintain rapid 9–1–1 emergency
response; maintain youth violence
prevention programs; and prevent
reductions of firefighters, paramedics
and law enforcement officers; another
alternative would be to end it after 20
years. Would you vote yes or no on
the measure?
Probably No
10.7%
DK/NA
13.9%
Definitely No
10.1%
Definitely Yes
46.3%
Probably Yes
19.0%
Total Support
65.3%
June 2022
Q13. Support for Alternative 9 Year Duration
November 2022 Voters
Instead of levying the sales tax for 20
years, to reduce wildfire risk; prevent
closure of fire stations; maintain rapid
9–1–1 emergency response; maintain
youth violence prevention programs;
and prevent reductions of firefighters,
paramedics and law enforcement
officers; another alternative would be
to end it after 9 years. Would you vote
yes or no on the measure?
Probably No
10.4%
DK/NA
11.5%
Definitely No
9.2%
Definitely Yes
49.3%
Probably Yes
19.5%
Total Support
68.8%
June 2022
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