Surveys
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cOD.1D.uuncahons
· Public Relations
· Political Consulting
· Opinion Research
CITY OF CUPERTINO
PUBLIC OPINION POLL
AUGUST 1,1.0
451 Bridgeport Drive Half Moon Bay, CA 94019 (415) 728-3325
TABLE OF CONTENTS
INTRODUCTION
PURPOSE OF RESEARCII
METHODOLOGY
SUMMARY OF RESULTS
02. Number One Problem Facing Cupertino
03A, Excise Tax
03B, Utility T IX
CONCLUSIONS
APPENDIX A - QUESTIONNAIRE
APPENDIX B - GUIDE TO STATISTICAL SIGNIFICANCE
APPENDIX C - CROSSTABULATIONS
1
2
3
4
5
7
9
11
12
16
17
INTRODUCTION
G<XÞIFri.. Communications is pltI8ed to resent the results of a public opinion poll
concilcted fa the City of Cupertino. This repa1 is aganized into five sections:
The PImoee of R_dI explains the goals of the r.....ch,
The Methodology section deec:ribee the techni",.. used to concilct this type of public opinion
r....ch,
The ~ reviews the findngs of the r....ch on a "'~estion basis.
The Conclullion section sums up the r.....ch findngs and makes recommendations with
respect to the initial goals of the project.
The ADDendicea include the uvey questionnah with ciåibutiOl'l8 bued on the entre sample,
a guide to statistical sipcance and the computer generated aoestabulstions of the uvey ,
respon...,
Page 2
PURPOSE OF RESEARCH
This public opinion reae«ch project was deaig'led to provide the City of Cupertino with
addtionaJ data on vot"'s attitudes tOWll'd eith.. an excise IX' utility tax, Specifically, the City
Council œ-ected staff to calculate a comp.-able utility rate which would generate comp.-able
revenue to a $65 excise tax 80 that both alternatives could be tested and stati8ticaIIy evaluated,
InflX'mation gath..ed in the frat uvey was used to deaig'l mlX'e specific questions fIX' each type
of tax,
G.....,I'II.. C__IIcIII_
Page 3
METHODOLOGY
This reseti'd! ¡:roject was conciJcted by interviewing a random sample of r..ed VOl.. in
the City of Cupertino. Specifics of the resetl'ch deei!1l ..e IS follows:
Technique:
Univ..:
Field Dates:
Sample Size:
Sampling Method:
Telephone Intnewing
Regist.ed Vot.8
July 18 to July 21, 1990
N-4OO
Random Clust. Sample
Samae Vllidation: A compIrÏ8on of the sample statistics and popuIstion pnmetn with
respect to population dRibution by political pIrty shows:
Sample ComlTlUflitx Sample Si~t ,Regjst.ed Votn Sample Diff.ential
Dem0aat8 167 (41,5%) 8,534 (39.6%) +1,9 '
Republicanl 175 (43,5%) 9.905 (45,9%) -2,4
IndependentalOthn 50, (14.9%) 3,118 (14.5%) +0,4
Fer pIIp0188 of ana/y8il, we have weiØ1ted the reaulte 10 that they careepond to the weig1ting
used in the initial uvey and ..e reflective of county re9å'ation .ee.
;.....,fII. C__iJ La_
Page 4
SUMMARY OF RESULTS
Fa pII'p08ee of thie summwy, the results of the poll win be decueaed in a question-by-question
famat, except fa those questione _eel epecifically fa demogaphic a compaieon pt.rp08e8
(questione one and A lIYou~ H), Fa each question, we J'e&ent comments hig,¡¡~ting the
impa1ant findnge, tables of rounded percentages condensed from the aoeetabulatione, and
data from the inilill study,
Backg-ound and demog-aphic data can be found in Appendx A and in the a088tabulatione
(tables one and fivellYou~ 12),
The geog-aphic treakdown found in the a08Stabulatione dvide Cupertino into IIY.. .....
using the Southn Pacific Rairoad 1rack1 and De Anza Boulmrd II dvi8ionl, Area One ¡I the
pa1ion of the City Weat of the Southern Pacific AÜ'cad tracks, Aree Two ie the portion of the
City between the rairoad 1racke and De Anza BouIeverct. Area Tll'ee ie the pa1ion of the City
East of De Anza Boule_d.
61t1...Ftta C_.-¡IIIII_
Page 5
Q2. Number One Problem Facing CUpertino
Simil.. to the initiallU'Vty, about on..thi'd of the arvey reepondenta believe that 1raffic (net) is
the most impatlnt problem flCing the City of Cupertino today, The next most frt(JJently
identified problem was !1owth (nat), althou jl, at a level sfl jltly below the fht lUVey,
Simü.. to the wst lUVey, only a small numtw of respondents indicated that "not enou jl open
space" was a problem,
Uke the wst SU'Vey, the question was presented in an open-ended fermat and verbatim
responses were r8CQ"ded from each reepondent.
Jun-90 JuI:.9Q.
Traffic - Net 35% 31%
-Traffic Gennl 30% 27%
-Hi jlway 85 Traffic 2% 1%
-New ExitJFreeway EX )Insion 1% 1%
-Hi jlway Tmtic (Gennl) 1% 1%
-Traffic On Stevens Creek 1% 1%
-Hi jlway 85 Not Finished 1% 1%
Growth - Net 27% 20%
e()v..deve/opmentlGr~ 14% 13%
e()verpopu/ationICrowáng 6% 5%
e()v..deve/opment of Housing 5% 1%
-Too Much Comm..da/ Growth 2% ,,,
Not Enou jl Open Space 4" 6"
Lack of Afferdlb!e Housing 5% 5"
Wat.. Shcrtage 3" 4"
Di Ii¥Iied with City Govll'l1ment 1" 3"
Lack of Money Fer Schools ,,, 2%
Too Many Till BuildingI . 1"
Hi jl COlt of Uving . 1%
Too Much InQJs1ry nla ,,,
Lack of Community Spiit nla ,,,
Crime ,,, 1%
C¡'...elFII.. C_Wllc 111_
.
Page 6
Q2. Number One Problem Facing Cupertino (con'l)
At Pollution 1% 1%
Anti-Asian nla 1%
EII1h""ake Safety . 1%
Pring nla 1%
Pocr Maintenance of Ma nil 1%
Lack of Child CereIDay Cere nil 1%
Bad Roads nla 1%
Cocrcinate Stopli jlts nil ·
Drugs 1% ·
Lack of Good Public Transpatation . ·
Taxes 1% nla
Other nla 8%
No Problema 8% 8%
Don't Know 5% 5%
"
G'.."frllI C_......
Page 7
Q3A. Exci.. Tax
Identical to the initial SIlVey, almost half (48 percent) of the respondents SllVeyed support the
excise tax of $65 per residentill unit and $65 per employ", Faty-seyen percent (8Ii j1dy more
than in the fi'st SlIVey althousj¡ not statistically SÎg'¡ficant) op J08e the excise tax. The small
number of undecided voters is stiR a SOII'ce of concern, since there ere very few people to be
convinced by either the proponents or opponents of the mea.....,
I2tIl MID. Women Qtm 8JQ Q1b« Qwn Bmt
Def. yea 26% 25% 26% 27% 25% 23% 26% 26%
PIt, yea 22' (, 21% 23% 23% 21% 25% 24% 15%
Net Yes 48% 46% 49% 50' (, 46% 48% 50' (, 41%
PI"b, no 21% 21% 22' (, 26% 17% 23% 20'!(, 27%
Def, no 25% 28% 22' (, 19% 31% 24% 25% 26%
Net No 47% 49% 44% 44% 49% 47% 45% 53%
Und 5% 5% 6% 6% 5% 5% 5% 6%
Similer to the results of the fi'st SlIVey. hisj¡er propensity voters ere less likely to support the
meaa... than lower propensity voters.
Voted Voted Voted Voted Voted Voted Voted
Never One Two Tlrea FOCI Five Six Seven
Y2tIsi ~ Iimu Iimu Iimu Iimu Iimu IiIIm
Net Yes 50' (, 59% 38% 46% 51% 34% 49% 46%
Net No 48% 39% 57% 51% 44% 56% 44% 38%
Und 2' (, 3% 5% 3% 5% 1()' (, 6% 15%
G' ~lIfII.. C_""'MI
Page 8
Q3A. exci.. Tu (con't)
Compll"ed with the initial stney findngs, Demoaats lire slirj1tfy less likety to suppat the
mellSU"e in the second llU'Vey, Republicans support it at the same levet and those regist..ed in
oth.. pll"ties re mere likety to suppat the excise tax measu-e,
Dem Dem Rep Rep Oth.. Oth..
Jun-90 ~ Jun-90 ~ Jun-90 ~
Net Yes 55% 50% 45% 46% 39% 48%
Net No 38% 44% 47% 49% 57% 47%
Und 7% 6% 8% 5% 4% 5%
The table below compll"es the fÍ"SI and second stney results fer the excise tax by age !Toup, In
the second llU'Vey, the 18 to 25, and 46 to 55 yer old !Toups re less supportive than in the
initial llU'Vey while the oth.. !Toups Ire mere supportive, Unfortunatety, the 65+ yellr old age'
!Toup dd not seem to react positively to the addtion of a senier exemption.
18-25 18-25 26-35 26-35 36-45 36-45
Jun-90 ~ Jun-90 Jul-90 Jun-90 ~
Net Yes 87% 57% 52% 55% 47% 53%
Net No 13% 40% 44% 43% 47% 45%
Und 0% 3% 4% 2% 6% 2%
46-55 46-55 56-65 56-65 65+ 65+
Jun-90 Jul-90 Jun-90 ~ Jun-90 ~
Net Yes 60% 47% 36% 49% 33% 35%
Net No 33% 49% 51% 49% 59% 50%
Und 7% 4% 13% 2% 9% 15%
Althourj1, a "bounce" from the addtion of the senier exemption was expected, a concerted
campaig¡ effort (mounted by an independent campaig¡ committee) could stiH be successful in
gaining vot. approVII for an excise tax meaue.
"''''N.. C_1nIeaII1ftI
Page 9
Q38. Utility Tu
Unlike the excise tax proposal, the utility tax m.....e tested in the second uvey illustrated a
substantial inaease in suppa1, Just ov« half of the respondents suppa1ed the utility tax
meaue which ¡ndueled a 2.4 percent utility rate, an estimated average cost of $30 and a &enia
exemption, This rep-eeents an inaeue of 13 percent from the fret test on the initial uvey. As
the table below shows, the inaease in suppa1 was found among all of the dem~ic goupa,
I2tII. MIll. Women OlIn. 8m QIbJ[ Qwn Btn1
Def, yes 23% 26% 21% 24% 24% 18% 23% 24%
Prb. yes M M 28% 34% 23% 32% 28% 30%
Net Yes 52% 54% 49% 58% 47% 50% 51% 54%
Prb, no 16% 16% 16% 12% 17% 24% 15% 18%
Def. no 27% 26% 28% 23% 32% 18% 28% 20%
Net No 42% 41% 44% 35% 49% 41% 44% 38%
Und 6% 5% 7% 7% 5% 9% 5% 8%
When aosstabulated by voting propensity, the utility tax also exhibited the same level of
inaeued 8IJppa1, Simil« to the excise tax, low« propensity vot.. we gen«ally mae likely to
suppat the tax m.....e than hip propensity vat...
Voted Voted Voted Voted Voted Voted Voted
Nev« One Two Ttre. FOIl' Five Six Seven
Ïù1 Iimt. IimJI IimJI IimJI IimJI. IimJI. IimJI
Net Yes 61% 57% 61% 42% 53% 49% 44% 54%
Net No 35% 36% 39% 53% 44% 44% 47% 31%
Und 4% 6% 0% 5% 2% 7% 9% 15%
6....,flllI C_........
Page 10
Q3B. Utility Tax (con't)
Com¡>«ed with the initial uvey fincings, Oemoaat8, Republican8 and thOle registered in other
political pa1ies lI'e all more likely to support the utility tax in its CllTent version than on the initial
SlIVey,
Oem Oem Rep Rep Other Other
Jun-90 Jut-90 Jun-90 ~ Jun-90 ~
Net Yes 42% 58% 38% 47% 32% 50%
Net No 52% 35% 56% 49% 69% 41%
Und 6% 7% 6% 5% 0% 9%
Similer to the I*1Y breakdown8, every age !1oup was more likely to support the CllTent version
of the utility tax than the initial version, althoug. only mll'~nally 80 among the 46 to 55 yell' old
!1oup,
Net Yes
Net No
Und
18-25
Jun-90
87%
13%
0%
18-25
~
77%
24%
0%
~35
Jun-90
46%
46%
9%
~35
Jut-90
60%
40%
0%
36-45
Jun-90
44%
54%
2%
36-45
~
61%
37%
2%
46-55 46-55 56-65 56-65 65+ 65+
Jun-90 Jut-go Jun-90 Jul-90 Jun-90 ~
Net Yes 40% 42% 25% 60% 28% 36%
Net No 54% 50% 71% 35% 66% 52%
Und 6% 8% 4% 5% 7% 12%
Althoug. the utility tax initially lppeII'ed to be unlble to win voter approval, the new version
(probably <ile to the estimated average cost being ,..than half for the excise tax rate) ap )eII's
to have a slig.tly better chance of gaining voter approval. HO'NeV«', the cifference between the
overall cistributione of the two meau.. ie not statistically siglificant.
e,...,fIt.. C__ lell!...
Page 11
CONCLUSIONS
Based on infamation geined in both uveys, we believe the data I..ds to the following
condusions and recommendations.
1, Eith« the utility a exci.. tax propoells stend a moderate chance of sucœa,
2. Althou~ not at statistically 8Ì!JIificant levels, the utility tax tested in the second uvey
appe«8 to have e/igltly more support than the .xci.. tax,
3. Either m.....e wi. r.. a concerted campei!JI (agenized by en independent
campaì!JI committee) to win vot« approval. Without a campai!JI. both m.....es ...
likely to fail.
4, Since the senia exemption was a constant in both propoelll. it is probable that the
lower average estimated C08t of the utility tax had a 8Ì!JIfficant impact on the inalae in
suppal fa the utility tax. Howev«, in a campaigl envi'onment, it is nay fa en
opponent to .xploit the ~ded nann of a utility tax by projecting hi~« funn
average costs. '
G..~"I'II.. C_~I[lII_
Page 12
APPENDIX A - QUESTIONNAIRE
Hello, I'm from GFC, a publio opinion researoh oompany,
We're oonduoting a survey about issues of importance in the City of
Cupertino and I'd like to ask you a few questions,
1, How long have you lived in Cupertino?
(DON'T READ)
Less than one year-----------------1%
One to three years----------------15%
Four to nine years----------------18%
Ten to fifteen years--------------21%
Sixteen or more years-------------36%
Born and/or raised here------------1%
DK/NA------------------------------2%
2, Overall. what would you say is the number one problem facing the
of Cupertino today--the one you. yourself, are most ooncerned about?
RESPONSE ONLY)
City
(ONE
Traffic (Net)---------------------31%
Growth (Net)----------------------20%
Not enough open space--------------6%
3, In the November eleotion, voters in Cupertino may be asked to vote on
~ of the following local ballot measures, Let me read you a summary of
both of the proposals (READ CHECKED ITEM FIRST THEN CONTINUE WITH
REMAINING ITEMS):
() A, Cupertino Excise Tax Measure. The proposal would impose a $65
excise tax, that is a flat tax, on each residential unit, The proposal
would also impose a $65 excise tax on businesses for each worker employed
in Cupertino. The money raised would be used to buy Blackberry Farms and
other land within the City to be preserved as permanent open space, to
retain land for recreational facilities and to improve existing youth
sports facilities, The excise tax would be collected for a period not to
exceed 25 years, Senior citizens 65 years or older would be exempted,
If the election were held today, would you vote yes or no on this measure?
(GET ANSWER, THEN ASK): Would that be definitely (yes/no) or probably
(yes/no)?
(DON'T READ)
Definitely yes--------------------26%
Probably yes----------------------22%
Probably no-----------------------21%
Definitely no---------------------25%
DK/NA------------------------------5%
6."~lIflllI C_lIlIull1nl
Page 13
() B, Cupertino Utility Users Tax Measure. The proposal would impose a
2,4 percent utility users tax. that is a tax on telephone, natural gas and
electric bills, on residential utility users in Cupertino, costing an
average of $30 per residence per year, The proposal would also impose a
2.4 peroent utility users tax on businesses in Cupertino. The money
raised would be used to buy Blackberry Farms and other land within the
City to be preserved as permanent open space, to retain land for
recreational facilities and to improve existing youth sports facilities.
The utility users tax would be oolleoted for a period not to exoeed 25
years. Senior citizens 65 years or older would be exempted.
If the election were held today, would you vote yes or no on this measure?
(GET ANSWER, THEN ASK): Would that be definitely (yes/no) or probably
(yes/no)?
(DON'T READ)
Definitely yes--------------------23%
Probably yes----------------------29%
Probably nO-----------------------16%
Definitely nO---------------------27%
DK/NA------------------____________6%
Boy for so.. baotqround questions for oo.parison purposes.
A, Generally speaking, how would you desoribe yourself politioally: as
very conservative, somewhat oonservative, middle of the road, somewhat
liberal or very liberal?
Very oonservative--------___________8%
Somewhat conservative----------____31%
Middle of the road-----------------32%
Somewhat liberal---------------____22%
Very liberal---------------_________5%
Refused---------------______________2%
(DON'T READ)
B. In what year were you born?
(DON'T READ)
1965 or after------------------_____6%
1955 to 1964---------------------__14%
1945 to 1954----------------------_21%
1935 to 1944-----------------------24%
1925 to 1934----------------------_15%
1926 or before--------------------_18%
Refused------------------___________2%
8.."""'.. C__IIIIII_
Page 14
C, Do you own or rent your home?
(OON'T READ)
Own-------------------------_______80%
Rent-----------------______________19%
Refused-------______________________1%
D. What was the total inoome of your household before taxes in 1989?
(OON'T READ)
Up to $19,999---------______________4%
$20,000 to 39,999-----------_______10%
$40,000 to 59,999----------________17%
$60,000 to 79,999----------________20%
$80,000 to 99,999------------______11%
$100,000 to 119,999-------__________8%
$120,000 to 139,999-------__________3%
$140,000 to 159,999--------_________1%
$160,000 to 179,999----_____________,
$180,000 or more-----------_________3%
DK/NA-------------------___________23%
Thank YOIl 80 _oh for partioipatiDCj',
E. Respondent's Sex:
Ma1e------------------_____________50%
Fema1e---------------______________50%
FROM SAMPLE SHEET
F. Party (see AFt oolumn):
Demoorat-----------________________40%
Repub1ioan-----------______________47%
Independent-------__________________7%
Other------------___________________7%
G, Voting History (MULTIPLE RESPONSE OK):
Voted 11/88 (Code 2 or 3 in Column 2)---83%
Voted 6/88 (Code 1 or 3 in Column 2)---53%
Voted 11/86 (Code 6 in Column 3)--------60%
Voted 11/84 (Code 4 in Column 4)--------55%
Voted 11/82 (Code 2 or 3 in Column 5)---46%
Voted 6/82 (Code 1 or 3 in Column 5)---30%
Voted 11/81 (Code 1 in Column 6)--------11%
6..11111'11.. C_.I~ III..
Page 15
H. Voting Propensity (NUMBER IN COLUMN 8):
Voted onoe--------------___________17%
Voted twice----------_______________9%
Voted three times----------------__15%
Voted four times--------------_____ll%
Voted five times---------------____10%
Voted six times--------------______20%
Voted seven times----------_________7%
Never voted-------------___________11%
I. Precinot Number:
NAME PHONE
ADDRESS
ZIP CODE
DATE OF INTERVIEW
VALIDATED BY
e......,ftt.. C_WlI~ 111_
Page 16
APPENDIX B - GUIDE TO STATISTICAL SIGNIFICANCE
This table shows the possible sampling VWiItion that applies to a percentage resuh reported
from a probability type sample (duet8'ing considered). It should be remembered that these
figll'es apply to stati8tiœl VWiItion only, 0111.. conaiderations, such as investigator bias, the
bias of non-response, the acaney of reporting, ate" ..e not taken into account (nor can they
be) in developing the following estimates of the statisticalll1W'gin of error,
The chances ..e 95 in 100 that a uvey resuh does not YfIY. plus or minus. by more that the
indcated number of percentage points from the result that would have been obtained if
int«Yiewa (observations) had been condlded with all perllOO8 in the universe represented by
the sample. For example, in a sample of 400 subjects, if an observed percentage resuh is 60
percent, the chances we approximately 95 in 100 that the rwtge - 54 percent to 66 percent _
indcates the .-us percentage for the enti'e population,
Alxroximate SamDling T oIeranc.. for a Suvey P..centac» at or Ne. TheM Levels
Sample or 10% 20% 30'!1. .m.
Cell Size. or 90% or 80% or 70% orSOOA. m
2,000 2% 2% 3" 3" 3"
1,500 2% 3" 3" 3" 3"
1,000 2% 3" 4" 4" 4"
900 2% 3" 4" 4" 4"
800 3" 3" ~ 4" 4"
700 3" 4" ~ 5" 5"
600 3" 4" 5" 5" 5"
500 3" 4" 5" 5" 5"
450 3" 5" 5" 6" 6"
400 ~ 5" 6" 6" 6"
350 ~ 5" 6" ~ ~
300 4" 6" 6" ~ ~
250 5" 6" ~ 8" 8"
200 5" ~ 8" 8" ß
150 6" 8" ß 10% 10%
100 ~ 10% " " 12% 12%
,."'''1'11.. C_..'~III_
On Tuesday, Nov. 6, Cupertino voters will decide whether or not they wish to pay a 2.4 percent utility
tax that will provide funds for the purchase and preservation of Blackberry Farm as open space. The tax
would also generate funding to buy the Fremont Older Elementary School site, which would be used as
a large youth sports complex. Following are answers to commonly asked questions about the utility tax.
Q. How much will the utility tax cost me as a resident of Cupertino?
A. The tax is based on 2.4 percent of your PG&E and telephone bills. No other utility will be taxed.
To find out what your individual cost will be, multiply the total of those bills by .024. For the average
Cupertino residential user, the PG&E bill is $75 per month and telephone is $25. Using these figures,
the total taxable amount is $100. Multiplied by .024, the utility tax cost is $2.40 per month. For one
year, the cost is $28.80. (Out of state telephone calls are not subject to the tax.)
Q. Why does the city have to purchase Blackberry Farm and the school site?
A. Blackberry Farm is for sale and the city wishes to preserve it as open space. The tax measure
prevents residential developers from building on the site. By law, the City of Cupertino has the first
right to buy Fremont Older Elementary School for recreation and open space. If the city does not
purchase this property, state law requires it to be sold to the highest bidder and the city has no legal
authority to prevent its development. ' .
Q. How will the utility tax affect Cupertino business owners?
A. Businesses will pay the same rate (.024) as residences. Because they are high users of utilities,
large companies will pay the largest share of the tax. Several nearby communities have higher utility
tax rates, so no competitive disadvantage for Cupertino businesses will result.
Q. Would the utility tax apply to everyone in the City of Cupertino?
A. The tax contains a built-in exemption for residential utility users over 65 (senior citizens).
Q. This tax measure doesn't address upgrading other youth playing fields at school sites and in
the city. Since that is a community concern, how would the utility tax help those areas?
A. If the utility tax is passed by the voters, it would then be possible to earmark future park
development monies for a special fund dedicated to youth sports facilities. By unanimous vote, the
city council placed the tax measure on the Nov. 6 ballot, and passed a resolution that would
automatically start the youth sports fund off with $1.1 million to begin refurbishing about 40 acres of
playing fields. This will happen only if the utility tax passes.
Q. What ifPG&E and the telephone company raise their rates?
A. The cost of the 2.4 percent tax will naturally increase if the rates go up. As a resident, you may
choose to lower your monthly bills by controlling consumption. In addition, the city council has stated
its intent to lower the tax rate if there are unusually high increases in utility rates. (Only a negligible
portion ofPG&E's energy source comes from oil; rates are not dependent on oil price fluctuations.)
Q. How much is the city trying to raise?
A. The city has agreements with the owners of Blackberry Farm and the Cupertino Union School
District that require $25 milIion of new revenue to purchase these properties.
Q. If the city were to acquire Blackberry Farm, what would happen to it?
A. The city is planning to continue operating the facility as it is currently operated. Revenues coming
from Blackberry Farm would go toward paying for the property.
Q. How long will I have to pay a utility tax?
A. The tax will "sunset" or end after 25 years, or sooner if the properties can be paid off sooner.
Tt::I...·
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110014 rou tell4 to b"or or oppo t it? '
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1If teo JU' FMI' --1
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liMra1? '
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12,..... 014-- -- -,
13 ,..... 014 ------9
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t. ~ratioA Bat.:
1989 to 1"0 . --1
198'1 to 1l18li --------2
1,., to nø¡ --- -----3
1_ to 191M- -_ i
198' to 1982 ----5
1f71 to 1980.. , ----6
1960 to 1970--- ,.,
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at ooÞ4- -f
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11:. 'ot1l1 J Hl.lItorr (IIIILmLE JlSPOISi OK):
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'oW 6188 (Coå 1 :I.a <:011l1li1)--2
'oW 11186 (Cc* 6 :La <:01_ 3)-3
,oW 1.1* (Cob 4 ill <:01_ 4)--<&
,oW 11118 (Coot. I :La <:01_ 5)--5
'oW( 6182 (C04t 1 :I.a Col_ 5)----'
ToW 11181 (CoO 1 111 <:01_ 6)_'7
L. 'otUl¡ 'aClJQl1tl (DØU. II COL1IØ 8):
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m COllI
DUE OF 1ø"~:U~
'~Tlli.m II'
, ,
commlUllcahons
· Public Relations
· Political Consulting
· Opinion Research
Cupertino Open Space Poll
Questionnaire Outline
I. In1roduclion
A, Length of re&idence
B. Most impa18nt issue
1, Open end question
2, Ranking of issues (5 to 10 items)
C. Rating of local government & taxes
II. HouHhold FinMCi" Status
A. Bett.. rx worse
B. SUppa1 frx tax inaeases
III. Find Ballot Tnt
IV. Tu Thr....oIcI
A. Average cost per household
B. Average cost per business
V. Proiecl Components
VI. Arguments Far. Apin. M......
VII. Endcnements
VIII. Type of Finncing
A, Bond (ad valrxem)
B. Plrcel tax
C. Utility taxes
IX. Second Ballot Tnt
451 Bridgeport Drive Half Moon Bay, CA 94019 (415) 728-3325
Page 2
X. Dem19.,ncs
A. SeIf-repated
1, Political Ideology
2. Age
3. Homeownership
4. Numb« of chilcten living at home
5. Age of chOlten
6. Income
7. SotI'C8 of local information
B. Sample statistics
1. Sex
2. Political pII1y
3, Registration date
4. Precinct
5. Voting histay
6. Voting propensity
A.nklnQ of ...u.. In CUD.rtlno
Not
Not At
. Very SW Too All
Imp Imp Imp Imp Don't
2- 1 Ul L:2l ~
1, Preserving existing parkS
and open space (1 ,7) 75% 20% 4% 1% ,1%
2. Reducing traffic on major
city streets (1,5) 70% 21% 6% 2% 1%
3, The Drought (1.5) 660/. 24% 8% 1% 1%
4, Quality of education (1,4) 70% 17% 9% 3% 1%
5, Solving toxic wate
disposal problema (1.3) 64% 20% 12% 3% 1%
6, Slowing the rate of growth (1.2) 54% 27% 13% 4% 2%
7, Crime (0.9) 39% 35% 22% 3% 1%
8, Drug problems (0,8) 44% 24% 24% 5% 3%
9. Developing active
recreational facilities (0.7) 29% 43% 21% 7% 1%
10, Reducing taxes (0.6) 31% 35"- 26% 7"- 2%
~ ~
Supple.ental Ouestions
8, In the ""ftMr eaction, Toters in Cupertino _y M asked to Tote CD mil. of tile
folloeing looal ballot Masures, Let.. read Y011 a suM.ur of both of U. proposals:
(lEAD C1ŒCJŒD I!EI1 FUS'1' 'flŒlI COI'f.lJluJ:; II!J( maIlIE I'fElf)
o 10, Cupertino Exci.. '1'ax tsnsure. n. proposall'01lld iapose &11 ueise tax CD &l.l
rnid4tntial units and busiæssn in orm to raise lIO_y to bu]" land to be set aside
as ~rMœnt ~n space, to bu]" It.Dd for recreational fac1l1tin aDd to iapron
.xisting youth sports facilities,
If tœ election wre held today, I'01Ild Y011 Tote yu or no CD this _sure? (8£'1'
Ump., '1'HEJI UK): I'ould that M ddillitely (yes/no) or probably (yes/no)?
n.finitely y..--------------------1
Probably ye5--------------- 2
Probably no-----------------------3
Definitely no---------------------4
(DOI''1' lEAD) DKIXA------- -------- Y
() B, Cupertino utility Tax Proposal. '1'œ proposal lIOuld iapoH a utility users tax
on all residential aDd COMercial buildings in order to raise IIOMY to buy land to be
Nt aside.. per_Mnt open space, to bur land for ncnatiOD&l facilities aDd to
imprOTe existing youth sports facilities,
It the eleot.ion ftr. held today, IPOuld Y011 Tote yes or no on this Maslin? (&E'1'
USIlER, 'l'HEJI ASK): I'ould that be definitely (yes/DO) or probably (yes/no)?
n.fiDitely yes------------ --1
Probably yes----------------------2
Probably no-----------------------3
Definitely no---------------------4
(DOl''!' READ) DKIIA-----------------------------y
PtO' 2
(ASK CHECKED QtlES'!'IOK SET FIRS'!' !HEW COlftIlItJE II'1'H lŒIfAIlIIK& QUES'!'IOlf SET)
() ~, Tbe exact all101JlIt of the excise tu iDcrftse has DOt been decided Jet, lIoftTer,
se,'ual ntes an being CODSidered, is I rnd the foUowiIq un1lÙ. tu iDDrnsK pl-
t~ll Me if rou would be !lOR or lus lihl)' to YOte for the- -.sun! giftn tœ unœl
increase or if tœ infor...tion would han DO effect on )'our TOte?
'1'be M&Sure would . (nAD US'!' 11' DESCEJlDI19 OlUlEJ.) Would tbat nke )'ou
IIIOre or less likely to Tote for tœ Muure or dou tbis 1n1or...tion haT. DO dfect. on
your Tote? (&IT urSIEJ. '1'HEI "51:) Is tbat Much (MOr./l.ss) liItel)' or _hat
(More/less) likely?
troC1!
mRE
LIKELY
sw
mRE
LIKELY
10
EFFECT
sw
LESS
LIJŒLY
troCH
LESS
LIKELY
(1IOlf''1'
READ)
DX/D.
,.. Incre.se taxes on e.oh home,
condOlllinilllll or apartMnt
by $120 per y..r________________1_______2_______3_____--4_______5-______Y
B. Increase taxes on eaoh hoMe,
coMOtItinium or apartMent
by $100 per ye.r----------------1-------2-------3-------4-------~-------Y
C, Incre.se taxes on eaoh hoMe,
oondOllinium or apartMnt
by $80 per )'.ar_________________1_______2_______3-____--4_______5-______Y
D, Increase taxes on Mch hoMe
oondominium or apartlllent
by $60 per year_________________1_______2_______3______-4_______5__-----Y
E, Impose an an excise tax of $64
per year, per employee on busi-
~sses operating in Cupertino---l- 2-------3-------4-------5-------Y
o 10, The exact alllOUIlt of the utility usus tax incruse has not ~n d~ided )'~t,
1/owevu, sevenl ntes are beiDq COlISidered, t.s I nad tbe followiDq tax rates pl.au
tell If" if you would be lIOn or less likely to yote for tM utility users tax ..uure
giver, the t.x nte or if the in1orMation would haTe DO effeot on your Tote?
The M..sun would . (READ LIS'!' 11' DESCElIDIK& OnEJ.) 'ould that ...lIe you
IIIOre or less likely to Tote for tbe Masure or dotrS th:i.s in1or...tion han DO dfect on
your Tote? (&ET urSWEP. 'flIEl\' "SX:) Is that Much (MOrell..s) lillely or SOMtIMt
(More/less) lillely?
t1UCH
mRE
LIKELY
sw
mlŒ
LIKELY
10
EFFECT
sw
LESS
LIKELY
I1UCH .( DOl' T
LESS JEAn)
LIJŒLY I!KlIA
A, Impose a __ percent utility
tax II'hich would oost the
uen~ howoeOll'rler _ ~
year-------------------------1-------2-------3-------4 5-------Y
B. Impose a __ percent utility
tax II'hich would cost tbe
uenge howoeOll'Iler _ per
ye.r_________________________1_______2_______3_____--4-______5 Y
C, IInpose the Hme utility tax
rate on businesses as on
residential units-----------1-------2-------3-------4-------5-------Y
PtOI 3
11, In the Mitt .....rd II01\ths, OM of U. two _suns ft ba... ~n discussiJlQ' MJ
1M! p1~cK 01\ U. bùlot ud yowrs lih ]'OurRl.f rill 1.un IMJI1 t),''''!J'' üout U.
fiœ1 ..&sun, As I I'ftd thI! fol1011Ìn11 stt.teMnts pl_ Ull .. if JOu wo1Jl.d " lIOn
or 1us lib1l to yot. for thI! _sun ginn thI! infOl'llttion or if thI! infonM.tion
wo1Jl.d baft 110 .u.ct on ]'0111' YOU,
Tt:L...·
.,;:rUl Oz:;,=,O
O'='V NO.QO~ r.Q~
, ,
Godbe/Fries Communications
Final
'1'imG Began
Time Ended-'
Cluster . -
CUP2R~rNO DU.~7~ nDTNTðN ÞöLL
Jun. 151 t.o June 23, 151510
Hello, ,'m
conducting a
to ask you a
f~om GrC, a public opinion research company. We're
su~vey about issues of importance in the City of Cupertino and I'd like
few questions.
1. How long have you lived in Cupe~tino?
(DON'T REIIP)
Loss than one year-----------------3%
One to three years----------------16%
Four to nine years----------------18%
Ten to fifteen yeara--------------23%
Sixteen Or more years-------------39%
Bo~n and/or raised here------------4%
DK/NII------------------------------O
2, Ove~all, what would you say is the number one problem facing the City of
Cupert~no today--the one you, yourself, are most concerned about? (ONF. ~E$~ONSF.
ONLY)
Traffic (general)-----------------30%
OVerdevelopment/growth------------14%
OVerpopulad,on/ crowd; ng------------6%
3. Now, I am goinq to read some issues facing 1.ho City of Cupertino today and for
each one please tell me how i mpor'tant you feel the issue is to you personally.
Her.e's the first one (READ CHECKED ITEM FIRST AND ASK:) Po you feel
this issue is very important, somewhat important, not too important, or not at all
important? (REPEAT IN SEQUENCE UNTIL ALL :~EM$ ARE READ)
NOT
NOT AT (DON'i'
VERY SW TOO ALL READ)
.uæ.... .uæ.... .uœ... nœ.... ~
() A. Drug problems-------------------n--4H----?4%----2H-----5\------3%
M=n
,8
() B.
() C,
() D,
() E,
() F,
() c;.
() H.
() 1.
() J.
Preser.ving existing parks nnd open
space-------------------------------7 5~,----20\------4 %-----1\ ------1% 1 . 7
Reduc;,ng tax6s----------------------31%----35\----2 6% -----7 %------2 % ' 6
Quality of education----------------70\----17%-----9%-----3%------1% 1.4
The DrOught-------------------,------66%----24t-----8%-----1%------1 % 1,5
Developing active ~ecreational
facilities--------------------------29%----43%----21%-----7%------1~ .7
Slowing the rate of growth----------5H----Z·¡j;----13t-----4%------Z% 1,2
SOlving toxic waste disposal .
problema----------------------------6H----20%----12%-----.I%------J% 1,3
crime_______________________________39%----35%----22%-----3%------1% .9
Reducing traffic on major city
70' 21"-----6"-----2%------1% 1 ~
streets----------------------------- w----.· .
..
TI::L'
.,;tUl OZ::':::'O
O'~~ no.oo~ r.ov
, ,
J.'age 2
4. Overall, would YOU say that the Cl'y of Cup..rtino' d· 1
v íS o~ng an excel ent, good,
neither good nOr bad, poor, or terdble job?
(DON'T READ)
ExcellQnt--------~~-----------__~~12'
Good------------------------------61%
NeIther good. nOr bad--------------20%
foor-------------------------------5%
Terr~bJe--------------------_______2'
DK/NA-------------------___________l%
5. Suppose the local government asked voters to raise local taxes for a particula.
purpo5e, such as increasing the number of policG ox íi~emen, improving roads or
public schools or building new water or Sewer lines. 1f a measure like this were
prcpcsed., would you tend to favor or oppOSO it?
(PON'T READ)
Favor-----------------------------5g%
Oppose----------------------------27%
DK/NA-----------------------------14%
6, In the November election, voters in Cupertino may be asked to vote on ~ of the
rOllowing local ballot meaSures, Let me read you a summary or both ot the proposals
(R~AP CMF-CKED ITEM FIRST THEN CONTINUE WITH REMAINING rTF-MS):
{} A. C\Jpert:ino Excise Tax Mea~ure. The propoea] wou,'d Jmp089 tlI"1 axci"a tax, LhaL
is a flat tðx on each reoictential unit and on tho number of workerB each b\]S;neS5
employs in Cupertino, in order to raise money to buy land to be preser'vcd a$
permanent open apace, to retain land for rec~~eatjonal facilities and to improve
exi5\-ing youth sport$ facilities.
If thc oloction were held today, would ycu vote yes or no on this measure? (GET
ANSWER, THEN ASK): Would that be definiteJ,y (yes/no) or probably (yes/no) '!
(DON'T READ)
Definitely yes--------------------21%
Probably yes----------------------27%
Probably no-----------------------21%
Definitely nO---------------------21%
DK/NA------------------------------7%
() B. Cupertino Utility T.:K Measure. The propos"l would imposc a utility users 't.ax,
that is a tax on telephone, natural gas and electd,c bills, on all residential and
commercial buildings in order to rai56 money to buy lQnd to be preserved as
permanent open SpaCE>, to retain land tor recreationsl facilities and to improve
existing youth sports facilities,
Tf the alection were held ~oday, would you vote ye~ or no on this measure? (GET
ANSWER, THEN AS~): Would that be detinitely (yes/no) or probably (yos/no)?
(DON'T READ)
Definitely yes--------------------17%
Probably yes----------------------22%
probably no-----------------------29%
Definitely 00---------------------28%
DK/NA------------------------------5%
T¡;;:I...·
..:;rU.l o::::>z:,::;oo::::>
O::::>'::;O~ no.QQ~ r.Qq
Page 3
(ASK CHSCKED QUESTION SET FIRST THEN CONTINUE WITH R~INING QUESTION SET)
() 7, The exact amount of the exeiae tax increase has not been QeeiQed yet.
However, several rates are being conaidered, AS I read the fOllowing annual tax
increases pleaae tell me if you would be mOre Or less likely to vote for the meaaure
given the annual increa.e or if the information would have no effeot on your vote?
The meaaure would (READ LIST IN DESCENDING ORDER) would that make you
more or less likely to vote for the measure or does this information have no effect
on your vote? (GET ANSWER THEN ASK:) Is that much (more/less) likely or somewhat
(more/less) likely?
MUCH SW SW MUCH (DON'T
MORE MORE NO LESS LESS READ)
T.TKIP.1.Y LIULY ~P""JP.~T T.TKIP.1.V 1.TKIP.I.V mtLHð. ~
(MAKE SURE TO EMPHASIZE THAT ITEMS A TO C ARE ABOUT RESIDENTIAL UNITS)
A. Increaae taxes on each noma,
condominium or apartment
by $100 per year--------------18%-----l6%-----26%-----22%-----16%------3%
a. InCrease taxes on each ~,
condominium or apartment
by $80 per year---------------20%-----19%-----25%-----20t-----14%------3% .1
C. Increaae taxes on each ~
condominium or apartment
by $60 per year---------------29%-----16%-----27t-----15\-----12%------2% .4
(MAKE SURE TO EMPHASIZE THAT ITEM D IS ABOUT BUSINESSES)
D. Impoae an excise tax on each
husio... in Cupertino of $40
per year, per employee--------21%-----13%-----21%-----lg%-----19%------7%
() 8. The exact amount of the utility uoora tax increaae haa not been decided yet.
However, several rates are being considered. Aa 1 read the following tax ratea
pleaae tell me if you would be more or leee likely to vote for the utility uoers tax
measure given the tax rate or if the information would have no effect on your. vote?
The measure would (READ LIST IN DESCENDING ORDER) Would that make you
more or lees likely to vote for the measure or does thia information have no effect
on your vote? (GET ANSWER THEN ASK:. Ia that much (more/leas) likely or eomewhat
(more/less) likely?
MUCH SW SW MUCH (PON'T
MORE MORE NO LESS LESS READ)
T.TKF.T.Y ~ï F.FF~CT T.TKF.I.Y LIK~LY D.K.l.1:1A
(MAKE $URE TO EMPHA$IZE THAT ITEMS A AND B ARE ABOUT RESIDENTIAL UNITS)
A. ¡Impose a three percent utility
tax which would cost the
average homeowner $39 per
, year_____~__________________22%-----19%-----28%-----14%~----14'------~,
B. 'Impose a five percent utility
tax which would cost the
average homeowner $65 per ____ _____ _____ -----21%------3%
yeer------------------------12%- lH 26% 24%
C. Impose the SamB utility tax
rate on businesses as on
residential units__________2S%_____16%-----27\-----lS%-----13\------4%
HILI.In
,2
- .3
,3
Tr;;;;1... .
-7......1 <::>Z:,'JQ
<::>.~~ nO.Q<::>~ r.Q~
, .
Pago 4
9. In the next several months, Qfia of the two me~Sures we havo been discussing may
bè placed on thè ballot and voter~ like yourself will learn many things about the
final measure, As I read the following statements please tel,¡ me if you would be
more or less likely to vote for the measure givon the information or if the
information would have no of feet On your vote.
If you heard that (READ CHECKED ITEM FIRS~) wouJd you be more or loss
likely to vote for the meaaure or would the 1T1formation havo no efíec~ on your vote?
(DON'T
READ)
WW:ß
() 11.. The measure
Bhckberry
MORE
T.TKF.I,V
provides funds to purchase
Farm----------------------49%-------27%-------l9\--------6%
NO
~ iI'"J...to~r.:'r
l.ESS
L I 1U;,¡,x
Maan.
,3
() B. Cupertino already has enou9h open
space--------------------------------27%-------36%-------34%--------4% - ,1
() C. The moasurc prevents residential
dQvQlope~s f~om buyinq Blackberry
Park for future developme"t----------6~%-------18%-------1~%--------~%
,-
.~
() D. There is no limit on the number of years
the new tax will be colleoted--------18%-------23%-------~4%--------4% - ,1
() E. The með8ure provides approximately
$S million to improve. realign, returf
and install new irrigation systems tOr
existing youth sports f;eJds---------37*-------2A%-------30%--------5% ,1
() F. The meaSure provides funds to buy the
entire Fremont Older School site and
build youth sports Helde at tha sJ.te-48~------21%nn---23%--------O% .3
() G. The measure would preserve the alackberry
Farm site in its CUrrent state-------63%-------24%-------lO%--------3' .~
() H, The measure provides funds fOr the oity
to buy property from thð school
district-----------------------------11%-------29%-------20%--------7%
,3
() I. The owners ot alackberry Farm want to
se).) the property for use as open "
space--------------------------------65\-------23%--------9%--------4"
.6
() J. Senior citizens 65 years or older
would be exempt from the tax inorea3e-69%------16%-------13%--------l%
,6
() K, In-home businesses would be oxempt
from the tax increase----------------34%-------27%-------351--------4%
() L, Expansion of the senior center may be ..__ '_______ ________.,
included in the measure--------------b8%----- 28% 12% 0
,5
() M. The city just spent $7,9 million to .
purchase the cupertino Sports Cen':er-2·!%-------33%-------32%--------9,"
ta- w'll be collected for 25 years-26\------28%-------42%--------11
() N. The n ,
- . 1
- .2
() O.
Open space shouJd b.. purchased from
exis~ing ~evenucs inetead of now 19' --So
--49"-------27%------- ,------ "
t Yes -----------------------.
an -------
,3
TC::L..'
.;1'....1 OZ: ":10
O'~~ ~O.ÇlO~ r,OÇl
, .
Page 5
10, Now that your know more about t:ha tnað5Ures. proposed fO.L I..hö NOVtlllIVfdr ballot..
Let roo read you the summariee ðqain. Remember, ooly 2nA of the measures wi]} ~ppear
on the ballot. (READ CH~CKED ITEM FIRS~ TH~N CONTINUE WITH REMAINING ITF.M)
() A, Cupertino Excise Tax Measur'e. The proposal would impose an excise tax, that
is a flat tax on each residential unit and on the numbor Of workers each business
employs in Cuper-tino, in ord.Qr to r~ise money to buy land to be preserved as
permanent opon apacè, to retain L'Jnd fOT recreational facilit.ios and t.o improve
existing youth :lport.s fac;i lit,ies.
If the election were held tOday, would you vote yes or no on this moa3ur'e? (G~T
ANSWER, ~HEN ASK): Would that be definitely (yes/no) Or probably (yes/no)?
(DON' or !'\EAt:»
Definitely yes--------------------22%
Probably yea----------------------26%
Probably no-----------------------21%
Definitely no---------------------26\
DK/NA------------------------------6%
() B, Cupertino utility Tax Me"3ure. The proposal would impose II ut.ility "3er" tax,
that is â tax On telephone, natural gas and @lectric bills, on all residential and
commerc3aJ buildings in order to raise money to buy land to be preserved åS
pc:t'm~nGnt open opðce, to retain land for r~cr~ationé.l.l facilitieo and to imp.r:ove
existing youth sports facilities,
If the election w..re held today, would you vote ye;, or no 011 this metl3u.e? (GE'1'
ANSWER, THEN ASK): Would that be def.initely (y05/no) or probably (yes/no)?
(bON"r READ)
Definitely yes--------------------21%
Probably ycs----------------------]9%
Probably no-----------------------21%
Definitely no---------------------34%
DK!NA------------------------------5%
Now for .ome Þackqround qu..tions for comparison purpose.,
A. Generally speaking, how wouJd you describe yourself politically: as very
conservative, somewhat conservative, middle of tho road, somewhat liberal or very
liberal?
(DON'T READ)
Very conservative-------------------8%
Somewhat oonservative--------------30%
Middle of the .oad-----------------3ß%
somewhat HberIl1-------------------17%
Very liberaJ.------------------------6%
Refused---- - - - - -- ---- - -.. -- - ---------1 %
B, In what year were you born?
1965 or. after-----------------------4%
1955 to 1964-----------------------18%
1945 to ]954-----------------------22%
1935 to 194~-----------------------2~%
1925 to 1934-----------------------18%
1926 or before---------------------]S%
RefusAd-----------------------------2t
(DON I TREAD)
TI::L"
JUl OZ;,=,O
O'~Q ~O.QO~ r.OT
Page 6
c. DO you own or r.ent your home?
(DON'T IU:AD)
own--------------~~------------~___75~
Rent----------~----------------____24%
Refus8d-----------------____________2%
D. How many school age children do you cUrren~ly have livinq at home?
(DON'T READ)
On&--------------------------------14%
Two-----------------------------___l4\
Three----------------------_________2%
Four Or more------------------------1%
None------------------------------_69\
DK/NA----------------------------___*
E, What city do you work in?
(DON'T READ)
CupertinO--------------------------20\
Sunnyva1e--------------------------15%
San Joae---------------------------ll%
Mountain v;ew----------------------_7%
Palo Alto---------------------------5%
Santa Clara-------------------------5%
Loa A]toe---------------------------2%
Campbell----------------------------1\
LOs Gatos-------------~-------------l%
Menlo Park--------------------------1%
Milpitas----------------------------l%
Oak1and----------------------------- %
Redwood City------------------------l%
Saratoqa----------------------------1\
Stanford----------------------------1%
Fremont-----------------------------*
Hayward-----------------------------*
san Br.uno------------------~--------*
San Franci3co-----------------------*
Other (SPECU''l:) --------1%
Don't wOrk-------------------------17%
DR/NA------------------------------11%
F, What was the total incomE! of you.' hOUðCho1d before ta"etl in 1989?
(DON'T READ)
Up to $19,999-----------------------6%
$20,000 to 39,999------------------13\
$40,000 ~o 59,999------------------20\
$60,000 to 79,999------------------17%
$80,000 to 99,999------------------11\
$100,000 to 119,999-----------------6\
$120,000 to 39,999-----------------3%
$140,000 to 159,999-----------------1%
$160,000 to 179,999-----------------1\
$180,000 or more--------------------1\
DK/NA------------------------------21%
Thank you 80 muCh for participating!
G, RAspondent's Se":
Male-------------------------------49%
F~m~J$-----------------------------51%
TC:L...'
-::rUl Oz:,:::,O
O'~O NO.OO~ r.oo
, ,
Page 7
FROM SAMPLE SHEET
H. Party (see AFL column) :
Democrat---------------------------40%
Republican-------------------------47%
Indepondont-------------------------7%
Other-------------------------------7%
I, Voting History (MU~TIP~~ RESPONSE OR) :
Voted 11/88 (Code 2 or 3 in Column 2) ---81%
Voted 6/88 (Code 1 or 3 in Column 2)---59%
Voted 11/86 (Code 6 in Column 3) --------',9%
Voted 11/84 (Code 4 in Column 4) --------59%
Voted 11/02 (Code 2 or. 3 in Column 5)---46%
Voted 6/82 (Code 1 or 3 in Column 5) ---3H
Voted 11/81 (Code 1 in Column 6)--------15%
J. Voting Propendty (NUMFlF.:R IN CO!.UMN ß):
Voted onoo-------------------------16%
Voted twice-------------------------9%
Voted three times------------------ll%
Voted four tirnes-------------------12%
Voted five t;rnes-------------------l2%
voted six tirnes--------------------J8%
Voted seven times------------------10%
Never voted------------------------l2%
K, Precinct Number:
NAM~ PHON~
ADDI\¡::SS
1,JI' CODE
DATE or INTERVIEW
VAL1DATED BY
SURVEY RESULTS
o EXCISE TAX-PREFERRED
o UTILI1Y TAX
PROBABLY WON'T RECEIVE 50%
o NEED BROAD BASE SUPPORT
o $60-70 MAXIMUM TO PASS
o EXEMPTION FOR SENIOR CITIZENS
o IDGH TURNOUT ELECTION MOST FAVORED
FOR PASSAGE. NOVEMBER 1990 BEST CHANCE.
8. Select prestiguous citiZer..s) to serve as Campaign Chairpe~on(s) and
to head the major campaign committees (Speakers Bureau, Fund
Raising, Endorsements, PUblicity, etc.J Consider appomting
co-chairpersons in order to attract a high visibility leader who may be
too busy to do it alone.
9, Develop a comDrehensive mailino list of potential citizen supporters,
10. Invite all p:1tential citizen supporters to an initial informational,
meeting conducted by the City and the Campaign Chairmen,
11. Encourage the formation of a broad based ~i~izens Committee to
conduct the campaign - composed of identified citizen supporters
from those target groups most inclined to support it.
12, Raise camDai9n funds,
Sources of donations include: individual councilmembers, city staff,
unions, professional associations, contractors, developers, city
suppliers, neighborhood associations, etc. Consider also the
donation of services such as printing, the use of bulk mailing
permits, mailing, telephone banks, etc,
13, Campaign Committee should hire a aualified Drofessional camDaian
coordinator to:
. Recommend campaign strategy and priorities for action,
_Prepare the campaign budget and recommended priorities of
expenditures,
eHandle the reporting ,of campaign contributions,
_Establish media relations, prepare press releases and advertising
copy,
ePrepare and arrange for the printing of brochures, posters and other
publicity materials,
_ Prepare endorsement letters for the leaders of identified benefiting
groups to send to their members,
. Ghost write letters to the editor for committee members, and to
. Provide professional staff to the campaign chairpersons and
committee
14, Adopt a strategy of identifying and concentratino only on the ·ves·
votes. When a 2/3rds vote Is reQuired, l.e, 7 out of every 10 voters has
to approve of the program, you are better if the ·no· voters don't vote.
15, PreD2!re visU2!1 2!ids expl2!jning the progr2!rn, including sl1des 21M l1ght
weIght diSp12!Y boards, Allow adequate time, It m2!Y take two to three
months to adequately prepare displays depending upon tht exi~ting
material available,
16, The Campaign Committee should hold weeklv meetinçs, If held during
the noon hour the staff can attend and participate, (When they are
off-duty) Be attentive to assignments by insuring that there are
concrete signs that real progress is being achieved,
17, Prepare a City-funded comorehensiv~ informational handout which
does not advocate a Yes vote, Distribute broadly, i.e, with City Annual
Report, etc. Also, utilize every other exis~1ng city publication and
opportunity, like recreation brochures, newslewtters, press releases,
etc, to provide information on the bond measure.
18. Minimize the raising of confusing and contradictory issues prior to
election, Defer consideration of other bond sales, tax issues, etc,
19, Have the Mayor write every known civic and community organization
offering to have a bond presentation made at one of their meetings,
20, SDeak to every grouD possible. Prepare five, ten and twenty minute
presentations, Use visual aids and handouts, Create two person
speaking teams with a staff member to give the factual information
and a citizens committee member to do the ·campaigning".
21, Have the leaders of each target group most inclined to support the
bonds sign personalized letters to each of their members. Try to
include the letter with a regular mailing of the group's in order to
save the cost of postage.
22. Prepare written answers to 2111 anticipated Questions, as well as to
others as they come up during the campaign, so that the speakers
bureau and other supporters are prepared with accurate (and
consistent) information.
23. Brief the medi¡a, on the issue and secure editorial support for the issue,
24, Prepare a samole bal10t ar9ument in favor of the issue signed by the
most important people available representing a broad community base,
25. loontifv thos~ Y:ho votp absfÞnte£l' and co~ta~t thpm ea""y.
26, St'curt' endorsemen~ from as many individuals and organizations as
possible, Include both labor and business,
27, Place newspaper advertising as funds will allow,
28, Identifv anv ODDosition immediately and attempt to neutralize it. The
goal is to minimize chances that an organized oPposition will form,
29, Send endorsement postcards to known Yes voters one week prior to
election,
30, Develop telephone banks and use telephone lists of those target groups
most inclined to support the measure in order to remind identified
"yes· voters one to two days prior to election,
31, Hold Victory celebration!
With the passage of Proposition 46 last June to allow G,Q, Bonds for
the first time since 1978, and with bond interes~ rates at the lowest in
the past decade, now is the time to consider this method of borrowing for
needed improvements, Even with the proper planning and the right set of
circumstances, it is difficult but it can be done, Good luck,