Agenda packet, special meeting — Union City City Council, June 25, 2024

AGENDA

CITY OF UNION CITY/

SUCCESSOR AGENCY TO THE REDEVELOPMENT AGENCY SPECIAL MEETING CAROL DUTRA-VERNACI, Mayor
JEFF WANG, Vice Mayor (District 3)
GARY SINGH,Councilmember (District 1)
JAMIE PATIÑO,Councilmember (District 2)
SCOTT SAKAKIHARA, Councilmember (District 4)
Tuesday, June 25, 2024
5:00 PM
City Hall - Council Chamber
34009 Alvarado-Niles Road Union City, CA 94587

1. CALL TO ORDER

1.a. Roll Call

2. ORAL COMMUNICATIONS
An individual speaker shall have three minutes to address the Council on non-agenda items under the Oral Communications section of the agenda. The Chair may, in their discretion, lower the time limit to less than three minutes based on the number of speakers and/or business to be conducted by the City Council.

Members of the public who wish to speak to the Council under the first Oral Communications section are requested to complete a speaker card, giving their name and city of residence. If a speaker wants further notification from the City, the speaker may include a mailing address. Neither a speaker card or identification of name, city of residence or mailing address are required to provide public comment but are requested for record keeping purposes.

3. CITY MANAGER REPORTS (5:00 pm)
City Council/RSA Agenda 1 Tuesday, June 25, 2024

3.a. Receive Report On Community Survey Results And Provide Policy Direction On Potential Ballot Measures For Voter Consideration - Business License Tax

3.b. Receive Report On Community Survey Results And Provide Policy Direction On Potential Ballot Measures For Voter Consideration - Utility Users' Tax

3.c. Proposed Amendments To The Fiscal Year 2024-2025 Budget

4. PROCLAMATIONS AND PRESENTATIONS (6:45)

4.a. Presentation Regarding The 2024 Safe And Sane Fireworks Public Education And Outreach Plan

5. ADJOURNMENT

MEETING INFORMATION
Unless otherwise provided, the City Council's regular meetings are held in person on the second and fourth Tuesday of each month at 7:00 p.m. inside the Council Chamber at City Hall, 34009 AlvaradoNiles Road, Union City CA 94587. The City continues to offer an opportunity to observe Council meetings via Zoom at: https://unioncity-org.zoom.us/j/81719037355 Passcode: u8SH9cH^ Meetings are broadcast live through UCTV Channel 15 and via live stream at:
https://unioncity.org/199/City-Meetings-Video
Members of the public will not have the ability to provide comment via Zoom except under limited circumstances specified below. The ability to observe remotely as identified above is predicated on the technology being available and functioning without technical difficulties. Should the remote platform(s) not be available, or become non-functioning, or should the City Council otherwise encounter technical difficulties that makes the platform(s) unavailable, the City Council will proceed with the items of business in person unless otherwise prohibited by law.

Any writings or documents provided to a majority of City Council members relating to each item of business referred to on this agenda are available for review on the City's website at www.unioncity.org or during regular business hours in the Office of the City Clerk located at 34009 Alvarado-Niles Road, Union City CA 94587.

In Compliance with the Americans with Disabilities Act, if you need special assistance to participate in this meeting, you should contact the Office of the City Clerk at (510) 675-5448. Notification 36 hours prior to the meeting will enable the City to make reasonable arrangements to assure accessibility to this meeting. The City also provides closed captioning of all its Regular City Council Meetings for the hearing impair.

ADDRESSING THE CITY COUNCIL
City Council/RSA Agenda 2 Tuesday, June 25, 2024
In Person Public Comment: Members of the public may address the Council on a matter on the agenda or during the Public Input portion of the meeting. Members who wish to speak are requested to complete a speaker card, giving their name and city of residence. If a speaker wants further notification from the City, the speaker may include a mailing address. Neither a speaker card nor identification of name, city of residence or mailing address are required to provide public comment but are requested for record keeping purposes.

Written Comment: To provide written comment on an item on the agenda or to address the Council about an issue during Public Comment, you may send an email to [email protected]. Please include the phrase "public comment" in the subject line and note the agenda item number that you want to address. Written comments will be e-mailed to the City Council and made publicly available.

Public Comment via Zoom: As indicated above, the public cannot address the Council via Zoom unless the City is required to provide such opportunity pursuant to AB 2449. In the event that members of the public are allow to participate via Zoom pursuant to AB 2449, the Mayor will make an announcement at the beginning of the meeting. Raise your virtual hand to notify the host that you would like to speak during the item that you wish to speak on.

CITY COUNCIL NORMS AND GUIDELINES (Resolution No. 6129-23; Adopted May 23, 2023) The City Council of the City of Union City comply with the following norms:

1. We conduct ourselves in a professional manner, treat everyone with respect, and act with high integrity, always putting the interests of the City of Union City ahead of self-interests in accordance with our code of ethics.

2. We respect the Council-Manager form of government, and do not interfere with the City Manager's role or any professional duties of City staff.

3. We recognize that matters of confidential nature are to be kept private and undisclosed.

4. We respect each other's opinions and are supportive of each other's work advocating for the City, and we ensure that all voices are heard. We do not criticize others for having a different point of view, and we agree to disagree respectfully.

5. We understand that the City Council acts as a body, all members are equal, and policy direction is only given by a majority vote of the City Council. Once a decision is made, all members of the City Council must respect the City Council's direction.

6. We will be prepared for City Council meetings and ask our questions of the City Manager in advance so we can avoid surprising City staff at meetings.

7. We do not criticize City staff publicly or to others and will refrain from directing them. Instead, we will take our concerns and questions privately to the City Manager.

City Council/RSA Agenda 3 Tuesday, June 25, 2024

8. We will govern on an at-large basis, although elected by districts. We will maintain a citywide perspective and consider the needs and interests of the entire community.

9. We will continue to allocate resources based on long-term strategic priorities and efforts, with consideration of citywide service levels and financial capacity.

10. We understand customer service is the priority and each member of the City Council will help constituents regardless of the district in which they reside or from which a Councilmember themselves is elected.

11. We recognize the significant importance of attendance and participation at City Council meetings in proceeding with City business. All members of the City Council should endeavor to miss no more than two regular meetings per calendar year absent extraordinary circumstances. Members of the City Council should, absent unforeseen circumstances, provide a minimum of sixty days' notice to the City Council of planned absences during the Good of the Order or Items Referred by Council portion of the City Council agenda, as appropriate.

May these Council Norms be administered and enforced in the following manner:

1. Councilmembers have the primary responsibility to assure that ethical standards are understood and met by the Council, and that the public can continue to have full confidence in the integrity of government.

2. The Mayor and the Council have the responsibility to intervene when action of its members are in violation of Council Norms.

3. The City Council can review and revise the Council Norms as needed.

4. During City Council discussions, deliberations, and proceedings, the Mayor is designated with the primary responsibility to ensure that Councilmembers adhere to the Council Norms.

CERTIFICATION OF MEETING NOTICE AND AGENDA POSTING
This notice/agenda was posted at least 72 hours in advance of the meeting date, in accordance with the Ralph M. Brown Act, on the City's Website and on the bulletin board of City Hall.

City Council/RSA Agenda 4 Tuesday, June 25, 2024
Agenda Item
DATE: 6/25/2024
TO: HONORABLE MAYOR AND CITY COUNCIL
FROM: JOAN MALLOY, CITY MANAGER
SUBJECT: RECEIVE REPORT ON COMMUNITY SURVEY RESULTS AND PROVIDE

POLICY DIRECTION ON POTENTIAL BALLOT MEASURES FOR VOTER

CONSIDERATION
**Information related to the Business License Tax will be presented, discussed, and deliberated under Agenda Item 3.a.**
Staff recommends that the City Council receive a report from TeamCivX and Godbe Research that provides an overview of the results from the second phase of community surveying conducted in May 2024.

Furthermore, staff is requesting that the City Council provide policy direction as it relates to the placement of potential ballot measures for voter consideration on the November 2024 election. Specifically:

1. Whether or not to proceed with an update to the Business License Tax in the November 2024 general election; and

2. Whether or not to proceed with an increase and/or extension to the Utility Users’ Tax in the November 2024 generalelection. If so, direction is also needed on:

Any adjustments to the 5% tax rate currently set; and
Duration of the tax/sunset dates beyond December 31, 2028.

STRATEGIC PLAN ALIGNMENT
This item is in alignment with Goal A. Financial Stability and Sustainability of the City Council Strategic Plan.

Under GoalA, it is specifically related to the following strategies:

Strategy 1: Develop a comprehensive fiscal sustainability model to address the General Fund’s long-term structural deficit.

Strategy 8: Determine the feasibility of a revenue ballot measure for November 2024 and/or November 2026 to address critical facilities and infrastructure needs.

Strategy 9: Pursue the placement of a voter-approved revenue measure on a ballot to address the funding gap between revenues and expenditures for fundamental public safety and other city services.

Strategy 10: Study the benefits and opportunity to update the City’s business license tax for voter City Council/RSA Agenda 5 Tuesday, June 25, 2024
Strategy 10: Study the benefits and opportunity to update the City’s business license tax for voter consideration.

BACKGROUND
On a regular and ongoing basis, the City performs a comprehensive review of its long-term financial forecast. This is to ensure it may continue to fund core City services, in addition to help plan and prepare for any unprecedented fiscalchallenges or economic uncertainties that may arise. While the City currently maintains a healthy General Fund reserve, this is primarily due to salary savings from vacant positions, deferred maintenance/capital projects, and assistance through an influx of American Rescue Plan Act (ARPA) funds. The General Fund is currently projected to fall to the minimum reserve fund balance of twenty percent of its annual operating expenditures by 2029. This anticipated operating budget deficit is approximately $2.8 million per year.

There is a need to identify new, ongoing, and stable revenue sources in order to address the operating budget deficit, in addition to providing the City with long-term stability so that it is not constantly facing a “fiscal cliff.” Prudently, the City Council has expressed its commitment to protect reserve levels and its interest in exploring voter approved revenue measures to address future gaps in funding City services and the ability to maintain existing service levels.

The City engaged TeamCivX to evaluate community support of potential revenue measures in the November 2024 general election, which included a statistically reliable opinion survey of local voters conducted by Godbe Research. The first phase of community surveying occurred in September 2023 and assessed voter attitudes and support specifically for a parcel tax measure to restore and protect public safety services. That initial survey concluded that there was not enough community support for a public safety parcel tax to succeed, in part because the high voter threshold of 66.67% that would be necessary for it to pass.

As a result, in April 2024, the City Council provided staff with direction to proceed with a second phase of community surveying, focused on two other potential revenue measures – the Utility Users’ Tax (UUT) and Business License Tax (BLT). An Ad Hoc Subcommittee, comprised of Councilmembers Jaime Patino and Scott Sakakihara, participated in the preparation of the community survey, with the intent to help obtain more information to better inform City Council’s eventual decision on the placement of such revenue measures on the November 2024 ballot.

DISCUSSION
Community Survey Overview
The second phase of community surveying that was conducted occurred between May 13-30, 2024 of likely November 2024 voters in Union City, with a split sample size of 464 respondents and a margin of error of ±4.52%.

Table 1 summarizes the Sample A survey results when proposing an adjustment to the UUT of 7.5% for 16 years.

The same measure was posed multiple times during the survey to gauge:

1. initial uninformed support for the measure;

2. initial support for the measure if known average increase is 2.5%, from 5% to 7.5%;

3. interim support and how it fared after informational statements were read describing the purpose of the measure;

4. final support and how it fared after critical statements were read describing likely arguments against the measure;

5. alternative support and how it fared after a 6.5% rate was provided;

6. alternative support and how it fared after an 8-year duration was provided; and City Council/RSA Agenda 6 Tuesday, June 25, 2024

6. alternative support and how it fared after an 8-year duration was provided; and

7. alternative support and how it fared after an 8-year extension without any increase to the current 5% rate was provided.

Table 1. Sample Afor Utility Users’ Tax
1 2 3 4 5 6 7
Initial
Uninformed
(7.5% for
16 Years)
Initial
(2.5%
Increase,
from 5%
to 7.5%)
Interim
(Informational
Statements)
Final
(Critical
Statements)
Alternative
(6.5%)
Alternative
(8 Years)
Alternative
(5% for 8
Years)
Support 48.6% 53.1% 62.1% 52.6% 56.8% 56.4% 64.9%
Oppose 35.7% 38.4% 30.8% 37.5% 36.0% 35.2% 26.5%
Don’t
Know

15.7% 8.5% 7.1% 10.0% 7.3% 8.5% 8.7%
Table 2 summarizes the Sample B survey results when proposing an amendment to the BLT of rates up to 0.25% of gross receipts. The same measure was posed three times during the survey to gauge:

1. initial support for the measure;

2. interim support and how it fared after informational statements were read describing the purpose of the measure;

3. final support and how it fared after critical statements were read describing likely arguments against the measure;
Table 2. Sample B for Business License Tax
1 3 4
Initial
(7.5% for 16 Years)
Interim
(Informational Statements)
Final
(Critical Statements)
Support 58.4% 71.2% 59.4%
Oppose 19.7% 18.3% 28.8%
Don’t
Know

21.9% 10.5% 11.8%
The community survey results are further detailed in Attachment 1 to this report.

Findings & Conclusions
Based on analysis of the survey results, pursuing an update to the BLT would likely be a feasible option for the November 2024 election. Consistent with the Business Tax Analysis Report prepared by HdL Companies and accepted by the City Council on March 28, 2024, an update to the City’s BLT would streamline administration and help modernize the existing tax structure. This in turn would also raise revenues to support maintaining core services for the community.

Should City Council provide direction for staff to prepare the resolution/ordinance necessary to proceed with ballot placement, an update to the BLT would consist of:

Shifting business categories (with the exception of Exempt and Mobile Home Parks) to a gross receipts tax structure;
Simplifying and consolidating business license categories from 65 to nine; Advancing with a differential rate modelacross these categories, with specific tax rates set to the following:

General/Retail – 0.00043;
Professional – 0.0025;
Contractors – 0.002;
Service – 0.002;
City Council/RSA Agenda 7 Tuesday, June 25, 2024
Service – 0.002;
Rental – 0.00225;
Exempt – 0;
Industrial - Manufacturing/Wholesaling – 0.00045;
Industrial - Warehousing – 0.001; and
Mobile Home Parks – $45 per pad;
Reducing the existing minimum tax/flat rates (subject to annual CPI adjustments) by 10%; and Providing an implementation date effective April 1, 2024, with a six-month grace period..

As for the UUT, the survey results indicate that pursuing an increase at this time may be met with more uncertainty. While there is support for its passage beyond the required >50% as a general tax, it is on the lower end of that threshold. Support may also be less if coupled with another ballot measure (such as an update to the BLT).

As background, Union City voters approved a 5% UUT in November 2020 with 56.9% voter approval. The existing UUT will expire in December 2028. The City Council may alternatively consider seeking voter approval to extend the UUT without a tax rate increase. Seeking an extension solely resulted in a more favorable outcome as demonstrated by the survey results.

Otherwise, the City Council would likely need to consider seeking an increase and/or extension of the UUT in the November 2026 general election at the latest to avoid a possible fiscal cliff in 2028 when the current UUT would expire.

The Ad Hoc Subcommittee has reviewed the community survey results and provided a recommendation to move forward with a ballot measure to update the BLT. However, no recommendation was put forth from the Subcommittee on the UUT. Staff is seeking City Council policy direction on how to proceed considering the results of the second phase of community surveying and in light of this information.

Decision points for the City Council include:

1. Whether or not to proceed with an update to the Business License Tax in the November 2024 general election; and

2. Whether or not to proceed with an increase and/or extension to the Utility Users’ Tax in the November 2024 generalelection. If so, direction is also needed on:

Any adjustments to the 5% tax rate currently set; and
Duration of the tax/sunset dates beyond 2028.

With City Council’s direction, staff would then work to prepare the resolution/ordinance necessary to proceed with ballot placement. A final decision on the placement of any ballot measure(s) would be considered at the July 23, 2024 City Council regular meeting to submit to the Registrar of Voters by August 9, 2024.

Alternatively, the City Council may also decide not to pursue any ballot measures at this time and instead will need to plan to cut approximately $3 million annually from the General Fund budget.

FISCAL IMPACT
There is no immediate impact associated with consideration of this item. Fiscal impact on the General Fund would be dependent on the direction received by the City Counciland the outcome of any potential ballot measure.

The City’s long-term financial forecast indicates a shortfall averaging $2.8 million from FY 2025 to FY 2035. The General Fund is projected to fall below the minimum reserve fund balance goal of twenty percent of its annual operating expenditures by 2029 and would be depleted by 2035 if no corrective action is taken. The financial forecast assumes no expansion of staff or City services.

City Council/RSA Agenda 8 Tuesday, June 25, 2024

RECOMMENDATION
Staff recommends that the City Council receive a report from TeamCivX and Godbe Research, providing an overview of the results from the second phase of community surveying conducted in May 2024.

1. Whether or not to proceed with an update to the Business License Tax in the November 2024 general election; and

2. Whether or not to proceed with an increase and/or extension to the Utility Users’ Tax in the November 2024 generalelection. If so, direction is also needed on:

Any adjustments to the 5% tax rate currently set; and
Duration of the tax/sunset dates beyond 2028.

Prepared by:

Jennifer Phan, Deputy City Manager
Submitted by:

Jennifer Phan, Deputy City Manager
ATTACHMENTS:

Description Type
Attachment 1 – 2024 Revenue Measure Survey (UUT& BLT) Results Attachment Public Comment - Burrows, Sean Attachment
Item3.a.and Item3.b. PowerPoint Presentation Attachment City Council/RSA Agenda 9 Tuesday, June 25, 2024

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City of Union City:2024 Revenue Measure Survey (UUT & BLT)June 25, 2024 City Council/RSA Agenda 10 Tuesday, June 25, 2024

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Overview and Research ObjectivesThe City of Union City commissioned Godbe Research to conduct a survey of local voters with the following research objectives:  Assess potential voter support for utility users tax and business license tax measures to protect essential City services with funding 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 rate and duration at which voters will support a measure; and Identify any differences in voter support due to demographic and/or voter behavioral characteristics.

City Council/RSA Agenda 11 Tuesday, June 25, 2024

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Methodology Overview
 Data Collection Landline (18), cell (168), text to online (271), and email to online (7) interviewing
 Universe 32,931 Likely November 2024 Voters Fielding Dates May 13 to 30, 2024 Interview Length 22 minutes Sample Size n=464 Margin of Error ± 4.52% The data have been weighted to reflect the actual population characteristics of likely voters in the City of Union City in terms of their gender, age, and political party type.

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Key Findings
City Council/RSA Agenda 13 Tuesday, June 25, 2024

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Uninformed Support for Utility Users Tax Measure (Sample A) Union City Essential Services Protection Measure. To protect essential city services such as:• 9-1-1 emergency/ paramedic response;
• street/ pothole repair;• youth violence prevention/ drug intervention programs;
• fire protection;• disaster preparedness;• neighborhood police patrols;• senior/ youth programs; and• for general government use, shall the measure be adopted adjusting the City of Union City’s utility users tax to 7.5% for gas, electricity, video, telecommunications services for 16 years, providing an additional $9,750,000 annually, in locally-controlled funding, requiring citizen oversight/ independent audits? Probably
No

14.0%
DK/NA

15.7%
Definitely
No

21.7%
Definitely Yes

22.8%
Probably Yes

25.8%
Total Support

48.6%
City Council/RSA Agenda 14 Tuesday, June 25, 2024

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Average Increase of Current Utility Tax Rate

2.5% from 5% to 7.5% (Sample A)
Definitely Yes

18.3%
Probably Yes Probably No 34.8% 16.2%
Definitely No

22.2%
DK/NA

8.5%
Total Yes 53.1%Total No 38.4%
City Council/RSA Agenda 15 Tuesday, June 25, 2024

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Uninformed Support for Business License Tax Measure (Sample B) Union City Essential Services Protection Measure. To protect essential city services such as:• 9-1-1 emergency response;• street/ pothole repair;• youth violence prevention/ drug intervention programs;
• fire protection;• disaster preparedness;• neighborhood police patrols; and• for general government use, shall the measure be adopted amending Union City’s business license ordinance, lowering many small businesses' taxes, with rates up to 0.25% of gross receipts, described in the ordinance, until ended by voters, providing an additional $3,500,000 annually, requiring independent audits? Probably
No

8.2%
DK/NA

21.9%
Definitely
No

11.5%
Definitely Yes

26.4%
Probably Yes

32.0%
Total Support

58.4%
City Council/RSA Agenda 16 Tuesday, June 25, 2024

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Features of the Measure Slide ILikely November 2024 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
O. Maintain youth violence, drug and gang preventio
n
and intervention programs to maintain children's and…
J. Provide updated lifesaving fire and police equipment M. Restore the City's programs to reduce blight and keep neighborhoods clean
C. Maintain neighborhood police patrols
D. Maintain fire protection services
B. Protect paramedic services
L. Reduce crime and gun violence
A. Maintain rapid 911 emergency response

0.90 0.95

0.96 0.98

0.98 1.01

1.08 1.14
Much More
Likely
Tier 1

70.6%78.6%
T-2

71.5%
Sample CSample D
City Council/RSA Agenda 17 Tuesday, June 25, 2024

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Features of the Measure Slide IILikely November 2024 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
F. Restore community-based policing
G. Keep community centers open
K. Address the impacts of homelessness in Union Cit
y
I. Provide mental health programs and support to help
families and youth
H. Maintain recreation programs including the Sport
s
Center, Kids Camps, and after-school recreational…
N. Maintain senior and youth programs
E. Maintain emergency and disaster preparedness
programs
P. Maintain Youth and Family Service programs including youth and family crisis intervention, street outreach,…

0.77 0.79

0.80 0.84

0.85 0.86

0.87 0.89
Much More
Likely
Tier 2 continued

65.0%71.7%
Sample CSample D
City Council/RSA Agenda 18 Tuesday, June 25, 2024

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Informational Statements Slide ILikely November 2024 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. The measure ensures that all businesses pay their fair share and some small businesses will pay less than they are currently paying
H. The measure requires an independent citizens'
oversight committee, financial audits, and yearly reports to the community to ensure that all funds are spent as… S. You never know when an accident, disaster or medical emergency will occur. This measure will ensure rapid 9-1- 1 emergency services are ready when you need them…
P. In the event of a heart attack, stroke, medical
emergency or accident, seconds can be the differenc
e
between life and death. This measure will help ensure a… J. The measure will continue to give Union City local
control over local funds for local needs. No funds can be taken by Sacramento
G. This measure requires public disclosure of the
spending of every penny from this measure
I. Large businesses will pay their fair share, so
homeowners don't shoulder the entire cost of keepin
g
Union City safe

1.29 1.30

1.31 1.32

1.33 1.34

1.41 No Effect Somewhat
More Likely
Much More
Likely

79.6%73.3%
Tier 1
Sample B - BLTSample CSample D
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This measure will help ensure Union City has enough
…
F. Union City received dedicated funding for public safety for nearly twenty years and had a documented track
record of spending the funds properly to improve…
T. The measure will help the City maintain critical
services that impact every resident
E. Crime is on the rise throughout the Bay Area and is
impacting our safety and quality of life. This measure will help ensure the Union City Police Department can…
U. This measure will maintain police patrols and keep our neighborhoods safe

1.22 1.25

1.26 1.26

1.26 1.271.27
No Effect Somewhat
More Likely
Much More
Likely

78.7%72.8%
Tier 1 continued
Sample B - BLTSample CSample D
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Informational Statements Slide IIILikely November 2024 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
Q. If the measure fails, the City will be forced to make cuts to critical programs that impact every resident
C. The measure will maintain services and programs for
at-risk youth and families to help keep them on the right track and succeed
L. The measure will fund youth after-school and summer
programs
D. This measure will increase traffic enforcement to keep drivers, pedestrians, bicyclists and children traveling to school safe
O. This measure will bring Union City's business license ordinance and requirements in line with other Cities in the area
B. The cost of providing quality public safety services in the Bay Area are rising and this measure will restore
dedicated local funding for public safety services to…
M. Union City has made the tough choices needed to
tighten their belt and balance the budget, includin
g
cutting administration, reducing the number of…

1.01 1.06

1.07 1.13

1.14 1.14

1.14 No Effect Somewhat
More Likely
Much More
Likely
Tier 2

68.5%64.0%
Sample B - BLTSample CSample D
City Council/RSA Agenda 21 Tuesday, June 25, 2024

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Interim Support for Utility Users Tax Measure(Sample A) 0% 20% 40% 60% 80% 100%
Initial Test
Interim
Test

22.8%

30.2%

25.8%

31.9%

14.0%

13.0%

21.7%

17.8%

15.7%

7.1%
Definitely Yes Probably Yes Probably No Definitely No DK/NA

62.1%
Union City Essential Services Protection Measure. To protect essential city services such as:• 9-1-1 emergency/ paramedic response;
• street/ pothole repair;• youth violence prevention/ drug intervention programs;
• fire protection;• disaster preparedness;• neighborhood police patrols;• senior/ youth programs; and• for general government use, shall the measure be adopted adjusting the City of Union City’s utility users tax to 7.5% for gas, electricity, video, telecommunications services for 16 years, providing an additional $9,750,000 annually, in locallycontrolled funding, requiring citizen oversight/ independent audits?

48.6%
City Council/RSA Agenda 22 Tuesday, June 25, 2024

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Interim Support for Business License Tax Measure (Sample B) 0% 20% 40% 60% 80% 100%
Initial Test
Interim
Test

26.4%

34.5%

32.0%

36.7%

8.2%

9.3%

11.5%

9.0%

21.9%

10.5%
Definitely Yes Probably Yes Probably No Definitely No DK/NA

71.2%
Union City Essential Services Protection Measure. To protect essential city services such as:• 9-1-1 emergency response;• street/ pothole repair;• youth violence prevention/ drug intervention programs;
• fire protection;• disaster preparedness;• neighborhood police patrols; and
• for general government use, shall the measure be adopted amending Union City’s business license ordinance, lowering many small businesses' taxes, with rates up to 0.25% of gross receipts, described in the ordinance, until ended by voters, providing an additional $3,500,000 annually, requiring independent audits?

58.4%
City Council/RSA Agenda 23 Tuesday, June 25, 2024

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Informed Support for Utility Users Tax Measure(Sample A) 0% 20% 40% 60% 80% 100%
Initial Test
Final Test

22.8%

24.4%

25.8%

28.2%

14.0%

18.9%

21.7%

18.6%

15.7%

10.0%
Definitely Yes Probably Yes Probably No Definitely No DK/NA

52.6%
Union City Essential Services Protection Measure. To protect essential city services such as:• 9-1-1 emergency/ paramedic response;
• street/ pothole repair;• youth violence prevention/ drug intervention programs;
• fire protection;• disaster preparedness;• neighborhood police patrols;• senior/ youth programs; and• for general government use, shall the measure be adopted adjusting the City of Union City’s utility users tax to 7.5% for gas, electricity, video, telecommunications services for 16 years, providing an additional $9,750,000 annually, in locallycontrolled funding, requiring citizen oversight/ independent audits?

48.6%
City Council/RSA Agenda 24 Tuesday, June 25, 2024

Page 16 ends

June 25, 2024
Support for Alternative 6.5% Rate Utility Users Tax Measure (Sample A) Instead of increasing the utility tax to 7.5 percent, to protect essential city services such as: 9-1-1 emergency and paramedic response; street and pothole repair; youth violence prevention and drug intervention programs; fire protection; disaster preparedness; neighborhood police patrols; and senior and youth programs, another alternative would be to increase the rate to 6.5 percent.

Probably
No

16.0%
DK/NA

7.3%
Definitely
No

20.0%
Definitely Yes

29.1%
Probably Yes

27.7%
Total Support

56.8%
City Council/RSA Agenda 25 Tuesday, June 25, 2024

Page 17 ends

June 25, 2024
Support for Alternative 8 Year Duration Utility Users Tax Measure (Sample A) Instead of levying the utility tax for 16 years, to protect essential city services such as: 9-1-1 emergency and paramedic response; street and pothole repair; youth violence prevention and drug intervention programs; fire protection; disaster preparedness; neighborhood police patrols; and senior and youth programs, another alternative would be to levy the utility tax for 8 years.

Probably
No

18.1%
DK/NA

8.5%
Definitely
No

17.1%
Definitely Yes

31.6%
Probably Yes

24.8%
Total Support

56.4%
City Council/RSA Agenda 26 Tuesday, June 25, 2024

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June 25, 2024
Support for Alternative 5% Rate / 8 Year Duration Utility Users Tax Measure (Sample A) Instead of increasing the utility tax to protect essential city services such as: 9-1-1 emergency and paramedic response; street and pothole repair; youth violence prevention and drug intervention programs; fire protection; disaster preparedness; neighborhood police patrols; and senior and youth programs, another alternative would be to extend the current 5 percent utility tax for 8 years without Probably increasing the current tax rate.

13.1%
DK/NA

8.7%
Definitely
No

13.4%
Definitely Yes

35.3%
Probably Yes

29.6%
Total Support

64.9%
City Council/RSA Agenda 27 Tuesday, June 25, 2024

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June 25, 2024
Informed Support for Business License Tax Measure (Sample B) 0% 20% 40% 60% 80% 100%
Initial Test
Final Test

26.4%26.4%

32.0%

33.0%

8.2%

17.1%

11.5%

11.7%

21.9%

11.8%
Definitely Yes Probably Yes Probably No Definitely No DK/NA

59.4%
Union City Essential Services Protection Measure. To protect essential city services such as:• 9-1-1 emergency response;• street/ pothole repair;• youth violence prevention/ drug intervention programs;
• fire protection;• disaster preparedness;• neighborhood police patrols; and
• for general government use, shall the measure be adopted amending Union City’s business license ordinance, lowering many small businesses' taxes, with rates up to 0.25% of gross receipts, described in the ordinance, until ended by voters, providing an additional $3,500,000 annually, requiring independent audits?

58.4%
City Council/RSA Agenda 28 Tuesday, June 25, 2024

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June 25, 2024
www.godberesearch.comCalifornia and Corporate Offices1220 Howard Avenue, Suite 250Burlingame, CA 94010Nevada Office59 Damonte Ranch Parkway, Suite B309Reno, NV 89521 City Council/RSA Agenda 29 Tuesday, June 25, 2024
June 25, 2024
Honorable Mayor Dutra-Vernaci
Council Members
Tonight the City Council will discuss potential revenue measures for the upcoming November election. These discussions are vital to the future of public safety within Union City and is the purpose of our joint letter.

Item 3.A on the city council special agenda outlines the public polling of potential support of both a business license fee increase and a user utility tax extension/increase. While public support appears strong for the business license increase, the UUT is less certain.

Our joint letter sends a strong message of our support for both of these measures to ensure the needed revenue is obtained to provide resources within the Union City Police Department and the Alameda County Fire Department.

These potential revenues, with public support, will provide needed police and community resource staffing and additional fire engine staffing that is desperately needed.

Both UCPOA and IAFF Local 55 encourage each of you to take action to place both items on the November ballot and we stand united in the opportunity to work together for passage in November.

Please don’t hesitate to contact either of us should you have any questions or need additional information.

Sincerely,
Ian Hobson Sean Burrows
UCPOA President IAFF Local 55 President
City Council/RSA Agenda 30 Tuesday, June 25, 2024
Item 3.a. & 3.b.: Community Survey Polling
Results & Policy Direction on BLT & UUT
June 25, 2024 City Council Special Meeting
City Council/RSA Agenda 31 Tuesday, June 25, 2024
2 Item 3.a. & 3.b.: Community Survey Polling Results & Policy Direction on Next Steps Long-Term Financial Forecast• City currently maintains a healthy General Fund reserve• However, rising costs of supplies, equipment, contracts, and employee salaries, and retirement obligations, are projected to adversely impactthe General Fund. • Rise in expenditures are growing faster than City revenues. • General Fund projected to fall to minimum reserve balance of 20% of its annual operating expenditures by 2028 (equivalent to ten weeks of operations)
$34.5 $34.9
$0.0$5.0
$10.0$15.0$20.0$25.0$30.0$35.0$40.0
2018
2019
2020
2021
2022
2023
2024
2025
2026
2027
2028
2029
2030
2031
2032
2033
2034
2035
Millions
Union City General Fund Reserve Forecast
Ending Reserves Reserve Goal
$3.2
$0.3 $0.3
$6.5
$8.3
$7.1
($1.8)
$0.3
($2.7)
($4.1)
($2.0)
($3.0) ($2.5) ($2.9) ($3.1) ($3.1)
($5.7)
($4.2)
($8.0)($6.0)($4.0)($2.0)
$0.0$2.0$4.0$6.0$8.0
$10.0
2018
2019
2020
2021
2022
2023
2024
2025
2026
2027
2028
2029
2030
2031
2032
2033
2034
2035
Millions
Union City General Fund Annual Surplus
(Deficit) Annual Net Surplus (Deficit)
City Council/RSA Agenda 32 Tuesday, June 25, 2024
3 Item 3.a. & 3.b.: Community Survey Polling Results & Policy Direction on Next Steps Background
• Engaged TeamCivX to evaluate community support for potential revenue measure(s) July 11, 2023
August 21, 2023 • Ad Hoc Subcommittee was created to support evaluation process • First community survey to assess voter attitudes and potential support for future elections September 6-18, 2023
• City Council policy direction not to proceed with March 2024 and instead focus on November 2024 November 14, 2023
• City Council policy direction to conduct additional community survey for potential support February 27, 2024
• City Council accepted BLT Analysis Report and provided broad- March 28, 2024 based direction• City Council policy direction on BLT update and creation of an Ad Hoc Subcommittee April 10, 2024
• Second community survey on potential revenue measures (BLT & May 13-30, 2024 UUT) City Council/RSA Agenda 33 Tuesday, June 25, 2024

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June 25, 2024
City of Union City:2024 Revenue Measure Survey (UUT & BLT)June 25, 2024 City Council/RSA Agenda 34 Tuesday, June 25, 2024

Page 5 ends

June 25, 2024
Overview and Research Objectives
The City of Union City commissioned Godbe Research to conduct a survey of local voters with the following research objectives:  Assess potential voter support for utility users tax and business license tax measures to protect essential City services with funding 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 rate and duration at which voters will support a measure; and Identify any differences in voter support due to demographic and/or voter behavioral characteristics.

City Council/RSA Agenda 35 Tuesday, June 25, 2024

Page 6 ends

City Council/RSA Agenda 36 Tuesday, June 25, 2024

Page 7 ends

June 25, 2024
Key Findings
City Council/RSA Agenda 37 Tuesday, June 25, 2024

Page 8 ends

June 25, 2024
Uninformed Support for Utility Users Tax Measure (Sample A) Union City Essential Services Protection Measure. To protect essential city services such as:• 9-1-1 emergency/ paramedic response;
• street/ pothole repair;• youth violence prevention/ drug intervention programs;
• fire protection;• disaster preparedness;• neighborhood police patrols;• senior/ youth programs; and• for general government use, shall the measure be adopted adjusting the City of Union City’s utility users tax to 7.5% for gas, electricity, video, telecommunications services for 16 years, providing an additional $9,750,000 annually, in locallycontrolled funding, requiring citizen oversight/ independent audits? Probably No

14.0%
DK/NA

15.7%
Definitely No

21.7%
Definitely Yes

22.8%
Probably Yes

25.8%
Total Support

48.6%
City Council/RSA Agenda 38 Tuesday, June 25, 2024

Page 9 ends

June 25, 2024
Average Increase of Current Utility Tax Rate 2.5% from 5% to

7.5% (Sample A)
Definitely Yes

18.3%
Probably Yes
Probably No 34.8%

16.2%
Definitely No

22.2%
DK/NA

8.5%
Total Yes 53.1%Total No 38.4%
City Council/RSA Agenda 39 Tuesday, June 25, 2024

Page 10 ends

8.2%
DK/NA

21.9%
Definitely No

11.5%
Definitely Yes

26.4%
Probably Yes

32.0%
Total Support

58.4%
City Council/RSA Agenda 40 Tuesday, June 25, 2024

Page 11 ends

Somewhat
More Likely
Somewhat
Less Likely
Much Less Likely
-2 -1 0 1 2
O. Maintain youth violence, drug and gang prevention and intervention programs to maintain children's and school safety
J. Provide updated lifesaving fire and police equipment M. Restore the City's programs to reduce blight and keep neighborhoods clean C. Maintain neighborhood police patrols
D. Maintain fire protection services
B. Protect paramedic services
L. Reduce crime and gun violence
A. Maintain rapid 911 emergency response

0.90 0.95

0.96 0.98

0.98 1.01

1.08 1.14
Much More
Likely
Tier 1

70.6%78.6%
T-2

71.5%
Sample CSample D
City Council/RSA Agenda 41 Tuesday, June 25, 2024

Page 12 ends

Somewhat
More Likely
Somewhat
Less Likely
Much Less Likely
-2 -1 0 1 2
F. Restore community-based policing
G. Keep community centers open
K. Address the impacts of homelessness in Union City
I. Provide mental health programs and support to help families and youth H. Maintain recreation programs including the Sports Center, Kids Camps, and afterschool recreational programs to help keep kids off the streets N. Maintain senior and youth programs
E. Maintain emergency and disaster preparedness programs P. Maintain Youth and Family Service programs including youth and family crisis intervention, street outreach, counseling and employment assistance

0.77 0.79

0.80 0.84

0.85 0.86

0.87 0.89
Much More
Likely
Tier 2 continued

65.0%71.7%
Sample CSample D
City Council/RSA Agenda 42 Tuesday, June 25, 2024

Page 13 ends

June 25, 2024
Informational Statements Slide ILikely November 2024 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. The measure ensures that all businesses pay their fair share and some small businesses will pay less than they are currently paying H. The measure requires an independent citizens' oversight committee, financial audits, and yearly reports to the community to ensure that all funds are spent as promised S. You never know when an accident, disaster or medical emergency will occur. This measure will ensure rapid 9-1-1 emergency services are ready when you need them the most
P. In the event of a heart attack, stroke, medical emergency or accident, seconds can be the difference between life and death. This measure will help ensure a first responder is able to respond quickly to 9-1-1 emergencies
J. The measure will continue to give Union City local control over local funds for local needs. No funds can be taken by Sacramento
G. This measure requires public disclosure of the spending of every penny from this measure
I. Large businesses will pay their fair share, so homeowners don't shoulder the entire cost of keeping Union City safe

1.29 1.30

1.31 1.32

1.33 1.34

1.41 No Effect Somewhat More
Likely
Much More
Likely

79.6%73.3%
Tier 1
Sample B - BLTSample CSample D
City Council/RSA Agenda 43 Tuesday, June 25, 2024

Page 14 ends

June 25, 2024
Informational Statements Slide IILikely November 2024 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
K. The Union City Police Department has the lowest police funding per capita when compared to similar sized Bay Area cities. This measure will improve funding for the Union City Police Department
A. Dedicated local funding for public safety in Union City was eliminated during the pandemic which resulted in cuts to 9-1-1 emergency response, paramedic, fire and police services. This measure will restore this funding R. At certain times, Union City only has four on-duty police officers to serve our city of nearly 70,000 residents. This measure will help ensure Union City has enough officers patrolling our neighborhoods to keep us safe
F. Union City received dedicated funding for public safety for nearly twenty years and had a documented track record of spending the funds properly to improve public safety T. The measure will help the City maintain critical services that impact every resident E. Crime is on the rise throughout the Bay Area and is impacting our safety and quality of life. This measure will help ensure the Union City Police Department can investigate and prosecute violent and non-violent criminals
U. This measure will maintain police patrols and keep our neighborhoods safe

1.22 1.25

1.26 1.26

1.26 1.271.27
No Effect Somewhat More
Likely
Much More
Likely

78.7%72.8%
Tier 1 continued
Sample B - BLTSample CSample D
City Council/RSA Agenda 44 Tuesday, June 25, 2024

Page 15 ends

June 25, 2024
Informational Statements Slide IIILikely November 2024 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
Q. If the measure fails, the City will be forced to make cuts to critical programs that impact every resident
C. The measure will maintain services and programs for at-risk youth and families to help keep them on the right track and succeed
L. The measure will fund youth after-school and summer programs D. This measure will increase traffic enforcement to keep drivers, pedestrians, bicyclists and children traveling to school safe
O. This measure will bring Union City's business license ordinance and requirements in line with other Cities in the area
B. The cost of providing quality public safety services in the Bay Area are rising and this measure will restore dedicated local funding for public safety services to keep Union City safe
M. Union City has made the tough choices needed to tighten their belt and balance the budget, including cutting administration, reducing the number of employees and closing a fire station.

1.01 1.06

1.07 1.13

1.14 1.14

1.14 No Effect Somewhat More
Likely
Much More
Likely
Tier 2

68.5%64.0%
Sample B - BLTSample CSample D
City Council/RSA Agenda 45 Tuesday, June 25, 2024

Page 16 ends

June 25, 2024
Interim Support for Utility Users Tax Measure(Sample A) 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Initial Test
Interim Test

22.8%

30.2%

25.8%

31.9%

14.0%

13.0%

21.7%

17.8%

15.7%

7.1%
Definitely Yes Probably Yes Probably No Definitely No DK/NA

48.6%
City Council/RSA Agenda 46 Tuesday, June 25, 2024

Page 17 ends

June 25, 2024
Interim Support for Business License Tax Measure (Sample B) 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Initial Test
Interim Test

26.4%

34.5%

32.0%

36.7%

8.2%

9.3%

11.5%

9.0%

21.9%

10.5%
Definitely Yes Probably Yes Probably No Definitely No DK/NA

58.4%
City Council/RSA Agenda 47 Tuesday, June 25, 2024

Page 18 ends

June 25, 2024
Informed Support for Utility Users Tax Measure(Sample A) 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Initial Test
Final Test

22.8%

24.4%

25.8%

28.2%

14.0%

18.9%

21.7%

18.6%

15.7%

10.0%
Definitely Yes Probably Yes Probably No Definitely No DK/NA

48.6%
City Council/RSA Agenda 48 Tuesday, June 25, 2024

Page 19 ends

June 25, 2024
Support for Alternative 6.5% Rate Utility Users Tax Measure(Sample A) Instead of increasing the utility tax to 7.5 percent, to protect essential city services such as: 9-1-1 emergency and paramedic response; street and pothole repair; youth violence prevention and drug intervention programs; fire protection; disaster preparedness; neighborhood police patrols; and senior and youth programs, another alternative would be to increase the rate to 6.5 percent.

Probably No

16.0%
DK/NA

7.3%
Definitely No

20.0%
Definitely Yes

29.1%
Probably Yes

27.7%
Total Support

56.8%
City Council/RSA Agenda 49 Tuesday, June 25, 2024

Page 20 ends

June 25, 2024
Support for Alternative 8 Year Duration Utility Users Tax Measure(Sample A) Instead of levying the utility tax for 16 years, to protect essential city services such as: 9-1-1 emergency and paramedic response; street and pothole repair; youth violence prevention and drug intervention programs; fire protection; disaster preparedness; neighborhood police patrols; and senior and youth programs, another alternative would be to levy the utility tax for 8 years.

Probably No

18.1%
DK/NA

8.5%
Definitely No

17.1%
Definitely Yes

31.6%
Probably Yes

24.8%
Total Support

56.4%
City Council/RSA Agenda 50 Tuesday, June 25, 2024

Page 21 ends

Probably No

13.1%
DK/NA

8.7%
Definitely No

13.4%
Definitely Yes

35.3%
Probably Yes

29.6%
Total Support

64.9%
City Council/RSA Agenda 51 Tuesday, June 25, 2024

Page 22 ends

June 25, 2024
Informed Support for Business License Tax Measure (Sample B) 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Initial Test
Final Test

26.4%

32.0%

33.0%

8.2%

17.1%

11.5%

11.7%

21.9%

11.8%
Definitely Yes Probably Yes Probably No Definitely No DK/NA

58.4%
City Council/RSA Agenda 52 Tuesday, June 25, 2024

Page 23 ends

June 25, 2024
www.godberesearch.comCalifornia and Corporate Offices1220 Howard Avenue, Suite 250Burlingame, CA 94010Nevada Office59 Damonte Ranch Parkway, Suite B309Reno, NV 89521 City Council/RSA Agenda 53 Tuesday, June 25, 2024
24 Item 3.a. & 3.b.: Community Survey Polling Results & Policy Direction on Next Steps Overall Findings & Conclusions – BLT • Pursuing an update to BLT is feasible for November 2024 election• BLT update would streamline administration and modernize existing tax structure
• Ad Hoc Subcommittee recommends moving forward with a ballot measure to update the BLT on November 2024 election
Business License Tax
• General tax (50%+1 to pass)• May achieve higher revenues for the City, which vary dependent on rates• Additional annual revenues of ~$3.5 million expected City Council/RSA Agenda 54 Tuesday, June 25, 2024
25 Item 3.a. & 3.b.: Community Survey Polling Results & Policy Direction on Next Steps Overall Findings & Conclusions – UUT • Support is on the lower end of required threshold, but still above 50%• Ad Hoc Subcommittee had no recommendation on an increase and/or extension to the UUT
Utility Users Tax
• General tax (50%+1 to pass)• Expires in December 2028• Current rate of 5.0%• Consider increase to help close operating budget deficit (additional annual revenues of ~$3.2 million)
• Consider extension
City Council/RSA Agenda 55 Tuesday, June 25, 2024
26 Recommendation - BLT• Receive a report from TeamCivX and Godbe Research, providing an overview of the second phase of communitysurveying • Policy direction on whether or not to proceed with an update to the Business License Tax in the November2024 general election Item 3.a. & 3.b.: Community Survey Polling Results & Policy Direction on Next Steps City Council/RSA Agenda 56 Tuesday, June 25, 2024
27 Recommendation - UUT• Receive a report from TeamCivX and Godbe Research, providing an overview of the second phase of communitysurveying • Policy direction on whether or not to proceed with an increase and/or extension to the Utility Users’ Tax in the November 2024 general election
Item 3.a. & 3.b.: Community Survey Polling Results & Policy Direction on Next Steps City Council/RSA Agenda 57 Tuesday, June 25, 2024
Agenda Item
DATE: 6/25/2024
TO: HONORABLE MAYOR AND CITY COUNCIL
FROM: JOAN MALLOY, CITY MANAGER
SUBJECT: RECEIVE REPORT ON COMMUNITY SURVEY RESULTS AND PROVIDE

POLICY DIRECTION ON POTENTIAL BALLOT MEASURES FOR VOTER

CONSIDERATION
**Information related to the Utility Users' Tax will be presented, discussed, and deliberated under Agenda Item 3.b.**
Staff recommends that the City Council receive a report from TeamCivX and Godbe Research that provides an overview of the results from the second phase of community surveying conducted in May 2024.