Presentation to Council - Polling Results - RTC No. 24-0234 - 20240520

Sunnyvale Library Bond
Ballot Measure Feasibility
220-7202
Key Findings of a Survey of Sunnyvale Voters
Conducted May 6-13, 2024
2 Dates May 6-13, 2024
Survey Type Dual-mode Voter Survey
Research Population Likely November 2024 Voters in the City of Sunnyvale Total Interviews 612
Margin of Sampling Error (Full Sample) ±4.0% at the 95% Confidence Level (Half Sample) ±5.7% at the 95% Confidence Level
Contact Methods
Data Collection Modes
Survey Tracking 2018, 2022 & March 2024 Surveys
(Note: Not All Results Will Sum to 100% Due to Rounding) Text
Invitations
Telephone
Calls
Email
Invitations
Telephone
Interviews
Online
Interviews
Survey Methodology
3 Electoral Context
4 Q1.
44%
48%
50%
47%
43%
41%
33%
35%
13%
11%
17%
17%
May 2024
March 2024
2022
2018
Right Direction Mixed/Don't Know Wrong Track
Would you say that things in the City of Sunnyvale are generally headed in the right direction, or do you feel that things are off on the wrong track? Similar proportions of voters feel optimistic
or pessimistic as assessed in March.
5 Q2a & b.
15%
13%
16%
18%
15%
15%
15%
16%
46%
43%
48%
46%
39%
39%
42%
42%
22%
26%
16%
18%
29%
29%
21%
23%
10%
13%
15%
8%
11%
12%
15%
9%
6%
5%
5%
10%
6%
5%
7%
11%
May 2024
March 2024
2022
2018
May 2024
March 2024
2022
2018
Strng. Appr. Smwt. Appr. Don't Know Smwt. Disappr. Strng. Disappr.

I am now going to read you a brief list of public officials and agencies.

Please tell me whether you approve or disapprove of the job each is doing.

Sunnyvale City
Government overall
Sunnyvale Mayor
and City Council
Total
Appr.

Total
Disappr.
62% 16%
56% 18%
64% 20%
64% 18%
54% 18%
54% 17%
57% 22%
57% 20%
And impressions of city government
look similar to those of recent years.
6 Three quarters of voters approve of the
library, with half strongly approving.

Q2c.

I am now going to read you a brief list of public officials and agencies.

Please tell me whether you approve or disapprove of the job each is doing. 51%
24%
4%
1%
20%
Strongly approve
Somewhat approve
Somewhat disapprove
Strongly disapprove
Don't know
Total
Disapprove
5%
Total
Approve
75%
Sunnyvale Library
7 Majorities hold positive opinions of the
role and necessity of the library.

Q7. *Split Sample
50%
50%
9%
32%
27%
15%
7%
12%
22%
6%
9%
51%
5%Sunnyvale's library plays a critical role in
educating our children and youth
Sunnyvale residents need and deserve a
modern library
With the availability of online services,
libraries are increasingly unnecessary
Strng. Agr. Smwt. Agr. Smwt. Disagr. Strng. Disagr. Don't Know Total Agr.

Total
Disagr.
82% 13%
77% 20%
23% 73%
I’m going to read you a list of statements related to Sunnyvale and its local library.

Please tell me whether you generally agree or disagree. 8 Less than two-thirds feel the library needs
repairs; less than half feel is it too small.

Q7. *Split Sample
19%
23%
14%
40%
21%
30%
15%
25%
18%
8%
14%
9%
18%
17%
29%
Sunnyvale's library is old, outdated,
and in need of repair
*Sunnyvale's library is too small for
our community
*Sunnyvale's library is too small and
results in overcrowded programs that
cannot meet demand
Strng. Agr. Smwt. Agr. Smwt. Disagr. Strng. Disagr. Don't Know I’m going to read you a list of statements related to Sunnyvale and its local library.

Please tell me whether you generally agree or disagree.

Total
Agr.

Total
Disagr.
59% 24%
44% 39%
44% 27%
9 A majority, but less than two-thirds,
feel the library needs additional funding.

Q6.

Do you think Sunnyvale’s library is in need of a great deal of additional funding, some need of additional funding, a little need of additional funding, or no need for additional funding? 18%
38%
15%
12%
18%
Great need
Some need
A little need
No need
Don't know
A Little/
No Need
26%
Great/
Some Need
56%
10 Reactions to a Potential
Library Bond Measure
11 Hypothetical Ballot Measure Language
Q3. Do you think you would vote “yes” or “no” on this measure? Sunnyvale Library Measure. To provide residents with a larger, modern, energy-efficient, and earthquake-safe library;
expand spaces for library collections and materials, events, and programming for children, teens and seniors; and replace deteriorating infrastructure and outdated technology, shall the City of Sunnyvale issue (SPLIT SAMPLE C: $240,000,000)
(SPLIT SAMPLE D: $290,000,000) in bonds at legal interest rates with an average levy of (SPLIT SAMPLE C: $23) (SPLIT SAMPLE D:
$27) per $100,000 of assessed value, generating approximately (SPLIT SAMPLE C: $15,400,000) (SPLIT SAMPLE D: $18,600,000) annually while bonds are outstanding, with audits, citizen’s oversight, and all funds used locally?
Two-thirds Vote Threshold
12 Q3. Do you think you would vote “yes” or “no” on this measure? 40%
21%
6%
1%
11%
18%
3%
33%
23%
6%
2%
10%
22%
4%
$240MM $290MM
Definitely yes
Probably yes
Undecided, lean yes
Undecided, lean no
Probably no
Definitely no
Undecided
Total
No
34%
Total
Yes
62%
Total
No
30%
Total
Yes
67%
Initial support for either
amount was in the mid 60s.
13 With support close for the two amounts, and within
the MOE, we combined the versions for our analysis.

Q3. (Total) Do you think you would vote “yes” or “no” on this measure? 37%
22%
6%
1%
11%
20%
4%
Definitely yes
Probably yes
Undecided, lean yes
Undecided, lean no
Probably no
Definitely no
Undecided
Total
No
32%
Total
Yes
65%
14 Right
Direction
Mixed/
Don't Know
Wrong
Track
Great
Need
Some
Need
A Little
Need/
No Need
Total Yes Total No Undecided
Q3. (Total) Do you think you would vote “yes” or “no” on this measure? Sunnyvale Direction Library Funding Need
(% of
Sample) (44%) (43%) (38%)
Initial Vote by Sunnyvale Direction & Library Funding Need (13%) (18%)
Perceptions of where Sunnyvale is headed, and the library’s funding need, strongly correlate to bond measure votes. (26%)
15 65% 62% 61% 60%
32% 34% 35% 36%
4% 4% 4% 3%
November 2024
(Full Sample)
Voted 2+ of 6 Last
Statewide Elections
Voted 4+ of 6 Last
Statewide Elections
Voted 6 of 6 Last
Statewide Elections
Total Yes Total No Undecided
(% of
Sample) (100%) (75%) (53%)
Initial Vote by Past Election Participation
(28%)
Q3. (Total) Do you think you would vote “yes” or “no” on this measure? Support is modestly lower among higher-propensity
voters, and therefore, lower-turnout elections.
16 Q4a.

In a few words of your own, why would you vote YES on this measure? (Open-ended; Asked of “Yes” Voters Only, n=395)
Rationales for support were based upon the perceived
value of libraries, in general, rather than specifics.
64%
33%
12%
7%
7%
6%
4%
4%
Supports libraries/libraries are important
Benefits the community in general
Updated infrastructure/improvements
Better place for children/more activities for children
Okay with raising taxes for this/good investment
Earthquake safety/earthquake upgrades/safe space
Multi-use space/need multi-use space/events/
community engagement
Improved education/public access to information/technology 17 Q5b.
(Open-ended; Asked of “No” Voters Only, n=196)
31%
24%
18%
16%
13%
8%
5%
High taxes/high cost of living/oppose tax increase
Costly/expensive/too much money
Waste of resources/more important issues
Budget mismanagement/poor spending/too much debt
General negative/unnecessary
No issues/current library is fine
Do not use the library/prefer internet
In a few words of your own, why would you vote NO on this measure? Rationales for opposition focused on cost, though some
noted financial management and other priorities.
18 Half of respondents were presented with an
explanation of what a bond might cost homeowners.

Q5.

Let me tell you a little more about this measure. It would enable the City to issue bonds to fund building a new city library, bonds that would be repaid by levying a tax on the assessed value of properties in the city and not current market values of properties. For example, the average assessed property value of a single-family home in Sunnyvale is $840,000, which means that the typical homeowner would pay (SPLIT SAMPLE C: $194) (SPLIT SAMPLE D: $227) per year for this measure.

With this additional information, do you think you would vote “yes” or “no” on the Sunnyvale Library Measure to provide residents with a larger, modern, energy- efficient, and earthquake-safe library; expand spaces for library collections and materials, events, and programming for children, teens and seniors; and replace deteriorating infrastructure and outdated technology by issuing (SPLIT SAMPLE C:
$240 million) (SPLIT SAMPLE D: $290 million) in bonds?
19 Focusing on the cost impacts decreased support.

Q5.
37%
18%
3%
1%
10%
23%
7%
37%
22%
6%
1%
11%
20%
4%
Initial Combined
Vote
Half Sample After
Cost Explanation
Definitely yes
Probably yes
Undecided, lean yes
Undecided, lean no
Probably no
Definitely no
Undecided
Total
No
32%
Total
Yes
65%
Total
No
35%
Total
Yes
58%
20 65% 66%
56%
34% 30%
38%
4% 4% 7%
Initial Vote After
Hypothetical Ballot
Language
Vote After Supportive
Statements
Final Vote After
Supportive & Critical
Statements
Total No
Total Yes
Undecided
Q3, Q5, Q10 & Q12. (Split C) Do you think you would vote “yes” or “no” on this measure? Initial support appeared to start at a measure’s
ceiling, which is right around two-thirds.

Combined $240MM/$290MM Bond
21 Hearing the cost explanation early in the
survey did little to impact final opinions.

Q12.
35%
16%
6%
2%
9%
25%
8%
33%
16%
6%
3%
8%
29%
6%
Half Sample With
Cost Explanation
Half Sample Without
Cost Explanation
Definitely yes
Probably yes
Undecided, lean yes
Undecided, lean no
Probably no
Definitely no
Undecided
Total
No
39%
Total
Yes
55%
Total
No
36%
Total
Yes
56%
Final Vote Combined $240MM/$290MM Bond
+16% Yes +20% Yes
22 It appears that the floor of support is in the mid 50s, with 54% voting “yes” throughout the survey.
 Consistent Yes: Voters who
consistently indicated they would
vote “yes” on the measure
 Consistent No: Voters who
consistently indicated they would
vote “no” on the measure
 Swing: Voters who do not fall into
any of the other categories –
remaining consistently undecided or
switching positions
Consistent
Yes
54%
Swing
20%
Consistent
No
27%
23 Bond Measure
Investment Priorities
24 Many of the top investment priorities focused
on repairs, safety and technology.

Q8. Split Sample
47%
49%
40%
37%
47%
46%
38%
45%
35%
33%
29%
35%
37%
25%
26%
35%
26%
35%
12%
10%
12%
14%
18%
18%
15%
17%
16%
5%
10%
9%
6%
7%
9%
11%
8%
7%
6%
6%
Replacing leaky roofs
Providing safe spaces for children and teens
Preventing flooding and sewage backups
Addressing deteriorating plumbing
Ensuring the library is earthquake-safe
Providing computer and Internet access for
children and youth without access at home
Updating library technology for the future
Addressing outdated electrical wiring
Improving fire safety
Ext. Impt. Very Impt. Smwt. Impt. Not Too Impt. Don't Know I am going to read you a list of projects and investments this bond measure could fund.

Please tell me how important each is to you personally: extremely important, very important, somewhat important, or not too important.

Ext./Very
Impt.
80%
78%
75%
74%
72%
72%
72%
71%
71%
25 Expanding spaces and the collection, and increasing
energy/water efficiency, were middle-tier priorities.

Q8. I am going to read you a list of projects and investments this bond measure could fund. Please tell me how important each is to you personally:
extremely important, very important, somewhat important, or not too important. Split Sample 16%
16%
28%
20%
15%
17%
14%
9%
9%
32%
28%
13%
17%
20%
16%
16%
10%
7%
30%
28%
20%
24%
30%
27%
31%
24%
30%
20%
26%
30%
33%
32%
39%
30%
45%
47%
9%
5%
9%
13%
7%
Providing arts and crafts spaces
Ensuring the library is LEED Platinum certified
and net zero energy
Increasing the size of the library
Providing an outdoor park space and
playground
Providing hands-on maker spaces
Building a two-story library building
Building a three-story library building
Ext. Impt. Very Impt. Smwt. Impt. Not Too Impt. Don't Know Keeping the "Out to Lunch" sculpture of a man
sitting on a bench eating and reading a book
Providing spaces for large, highly attended
community events, such as Lunar New Year,
Space Camp, and Cinco de Mayo
Ext./Very
Impt.
48%
44%
41%
37%
35%
32%
30%
19%
16%
28 Supportive and
Critical Statements
29 Q9. I am going to read you some statements from people who support this measure. Please tell me whether you find it very convincing, somewhat convincing, or not convincing as a reason to support this measure on a future ballot. *Split Sample 46%
35%
34%
33%
31%
29%
28%
27%
26%
33%
32%
29%
35%
37%
26%
26%
32%
39%
79%
67%
63%
68%
68%
55%
54%
59%
66%
Repairs
*Capacity/Overall
Center
Kids
Tech
Energy
Other Communities
Accountability
*Capacity/Events
Very Convincing Somewhat Convincing
Addressing needed repairs to the library was
the most compelling rationale for support.
30 Ranked by Very Convincing
(REPAIRS) Our library was built more than 60 years ago and hasn't had a major improvement project in four decades. It's simply becoming obsolete. It is not earthquake safe; has periodic plumbing challenges with flooding and sewage backups; and its electrical wiring does not adequately support modern technology. This measure will provide a new library that is clean, safe, and will meet the community's needs for decades.
*(CAPACITY/OVERALL) This measure will roughly double the size of the library — expanding the library's overall collection and multicultural materials, providing more safe spaces for kids to gather, educational opportunities for young children, meeting spaces for adults, and an outdoor space to relax, read, meet, and play. And the library's design will be flexible, to ensure that it can meet the needs of the community for decades to come. (CENTER) Every great city has a great library. Expanding and upgrading our libraries is an important investment. It is one of the few important community centers left that benefit everyone. This measure will help make our library more spacious and provide modern benefits, so it can continue to be a place to study, learn, and gather. (KIDS) This measure would fund construction of dedicated spaces and access to programs like Storytime, after school programs, interactive early leaning, and modern technology for K-12 learners who may not have computers at home or in their schools. The libraries would also have space to offer young people after-school and homework group studying areas, keeping them out of trouble.
(TECH) Sunnyvale is in the heart of Silicon Valley, but our library cannot accommodate modern technology. This measure will ensure new technology is available at the library, including providing more outlets that are compatible with modern devices and ensuring secure and high-speed Wi-Fi.

Supportive Statements
Q9. I am going to read you some statements from people who support this measure. Please tell me whether you find it very convincing, somewhat convincing, or not convincing as a reason to support this measure on a future ballot. *Split Sample 31 Ranked by Very Convincing
(ENERGY) The new library funded by this measure will be sustainable, LEED Platinum certified, and rely entirely on renewable energy with a net zero energy footprint.

Sustainable buildings like this one are integral to the fight against climate change and reduce costs for the community in the long-run by using energy efficiently. (OTHER COMMUNITIES) We need this measure because Sunnyvale's library is two to three times smaller than the total library spaces of other nearby communities.

Mountain View, Palo Alto, Los Gatos, Santa Clara, and Cupertino all have larger and newer libraries than Sunnyvale. Sunnyvale residents deserve a modern library to meet the community's needs.
(ACCOUNTABILITY) This measure will be subject to fiscal accountability requirements mandated by law, including independent financial audits and independent citizen oversight, to ensure that the money is spent locally and consistent with our community's priorities.
*(CAPACITY/EVENTS) Sunnyvale's library hosts small gatherings for community members — including Storytime, book groups, conversation groups, and clubs — as well as large public events, such as Lunar New Year, Space Camp, and Cinco de Mayo.

This measure will ensure the library has sufficiently varied and large spaces to host these high-demand programs and events without the overcrowding challenges it currently faces.

Supportive Statements (Continued)
Q9. I am going to read you some statements from people who support this measure. Please tell me whether you find it very convincing, somewhat convincing, or not convincing as a reason to support this measure on a future ballot. *Split Sample 32 Q11. I am going to read you some statements from people who oppose this measure. Please tell me whether you find it very convincing, somewhat convincing, or not convincing as a reason to oppose this measure on a future ballot. ^Not Part of Split Sample 38%
36%
36%
34%
32%
26%
19%
17%
25%
36%
26%
28%
32%
23%
20%
21%
62%
72%
62%
63%
64%
50%
39%
38%
^Cost
^Reserves/City Hall
Hurts Seniors
Other Needs
Lakewood/Expansion
Lakewood/Can't Build
Obsolete
Historic
Very Convincing Somewhat Convincing
Cost concerns, and the City’s success in building a
new City Hall, appear to be compelling criticisms.
33 Q11. I am going to read you some statements from people who oppose this measure. Please tell me whether you find it very convincing, somewhat convincing, or not convincing as a reason to oppose this measure on a future ballot. ^Not Part of Split Sample Ranked by Very Convincing
^(COST) The cost of living in the Bay Area is already out of control, especially with rising inflation, gas prices, and housing costs. And this measure will cost just about anyone who has bought a house in Sunnyvale in the past ten years at least $400 each year, if not much more than that. This is simply the wrong time to add another tax and make living in Sunnyvale even more expensive. ^(RESERVES/CITY HALL) The City of Sunnyvale has tens of millions of dollars in its reserves and figured out how to build a brand new City Hall without putting a tax measure before voters. It should spend its reserves and follow the same approach it used for City Hall before raising taxes.
(HURTS SENIORS) Homeowners already pay hundreds of dollars a year in taxes for everything from schools to parks to streets. And a property tax increase would especially hurt seniors, many of whom live on fixed incomes that aren't rising with the cost of living.
(OTHER NEEDS) We have other, more important needs than building a fancy new library — like homelessness, road repairs, public safety, schools, and keeping parks clean and safe.
34 Q11. I am going to read you some statements from people who oppose this measure. Please tell me whether you find it very convincing, somewhat convincing, or not convincing as a reason to oppose this measure on a future ballot. ^Not Part of Split Sample Continued
Ranked by Very Convincing
(LAKEWOOD/EXPANSION) The City is already building a new Lakewood branch of the library. Our city doesn't need to raise taxes for two brand new libraries at a time when we have so many other needs. This measure is unnecessary. (LAKEWOOD/CAN'T BUILD) The City has been trying to build a new Lakewood branch for the past ten years without any success. We should reject this much larger and more expensive project until they can prove they can build the much smaller Lakewood library branch.
(OBSOLETE) Physical library spaces are becoming a thing of the past. With so much of the information and media provided by libraries now available online — and often for free — it doesn't make sense to ask taxpayers to spend hundreds of millions of dollars on a building most will never set foot in. (HISTORIC) The Sunnyvale Library's brick façade is historic and part of our City's charm. This measure will replace it with another modern building that could belong anywhere.
35 Conclusions
36 Electoral Context
• As we saw earlier this Spring, overall views of life in Sunnyvale—and of city government—remain positive and haven’t changed much since 2022.
• The Sunnyvale Library is viewed very favorably by voters, with only one in twenty expressing any level of disapproval.
• Additionally, voters reject the notion that in a digital age physical libraries are becoming extinct, and solid majorities feel the library plays an important role for youth and that Sunnyvale deserves to have a good, modern library.
• Few voters strongly perceive that the library is too small; many are unsure or have tentative impressions of its size.
• While many feel the library needs repairs and additional funding, those perceptions are shared by less than two-thirds of voters. 37 Perceptions of
the City Overall views of Sunnyvale’s government and City Council are positive.

Perceptions of
Need
Majorities feel the library is too small and needs more money, but those perceptions are held by less than two-thirds of voters. Additionally, less than half of voters feel the library is too small.

Initial Vote
(Total)
The initial “yes” vote was right around the two-thirds vote threshold.

Initial Vote
(Intensity)
Close to 40% said they would “definitely” vote “yes.”
Vote Movement Support did not increase appreciable after supportive statements and settled in the mid 50s after critical statements.

Vote Consistency 54% indicated they would vote “yes” throughout the survey.

Amount The initial vote differences in support between the $240MM and $290MM amounts were within the survey’s MOE and virtually nonexistent by the end of the survey.

Bond Measure Viability Factors
38 Bond Measure Viability
• These results suggest that a solid and consistent majority of voters would support a library bond measure assuming a consistent economic environment, with cost- of-living concerns top of mind for many.
• That majority gets right up to the two-thirds vote threshold, but never appreciably exceeds it.
• Part of the challenge is that less than two-thirds of voters perceive the library as small and in need repairs/additional funding. While education efforts could better explain the challenges faced by a small, aging library, voters appear more compelled by the end benefits to youth, programs and the overall community than descriptions of expansion.
• In the absence of ACA 1 passing this November (and lowering the vote threshold to 55%), passing measure at the two-thirds level will be challenging, requiring little organized opposition and that a highly organized group of residents and other community stakeholders emerge to champion the measure. • Given what would appear to be a thin margin of success or failure for a library bond this November, chances would likely be hampered by the presence of other city revenue measures on the same ballot.

For more information,
contact:

Curt Below
[email protected]
Lucia Del Puppo
[email protected]
1999 Harrison St., Suite 2020
Oakland, CA 94612
Phone (510) 451-9521
Fax (510) 451-0384

Sunnyvale City CouncilMay 21, 2024

Sunnyvale City Council
May 21, 2024