CC Exhibit 06-05-2018 Item No. 4 Voter Poll ResultsCity of Cupertino
Business License Tax &
Storm Drain Fee Survey
May 2018 | Overview & Response Rates
Overview and Objectives
The City of Cupertino commissioned Voxloca to conduct a survey of its residents
using our modern surveying methodology that allows cities and organizations to
quickly reach residents or voters and obtain a statistically valid sample of public
opinion.
This brief, seven-question survey focused on proposed increases to:
●the business license tax and
●the storm drain fee.
Survey Methodology
Data Collection Surveys administered via SMS text and email
Universe Likely November 2018 voters
Fielding Dates May 23-25, 2018
Sample Size n=372 (SMS n=199, email n=173)
Margin of Error +/- 5.05%
Survey Sample Methodology
We randomly sampled likely November 2018
voters and received 372 responses.
Final survey results were weighted to model the
projected voter universe for high off-year turnout.
If a recipient had a wireless phone number, we
attempted to administer the survey via SMS text.
After the initial prompt, the recipient was given
the ability to opt out of subsequent contacts.
Response Rates
Our response rates were 50% better than the national average demonstrating a
strong level of interest from Cupertino residents to share information with the city.
SMS text Email
# completed survey 199 173
% response rate 9.3%10.4%
Q1
Do you believe employers should contribute tax dollars to pay for road
improvements and other public infrastructure regularly used by their
employees?
Q2
The average cost of a business license in Cupertino is $188. Would you
support an increase in the business license tax with large companies paying
substantially more than small businesses?
71%
Combined Yes
Q3
Would you support an increase in the Cupertino business license tax for
general city services?
63%
Combined Yes
Q4
Would you support an increase in the business license tax for a specific
purpose like transportation, housing, or parks?
69%
Combined Yes
Q5 Which would be your top priority for a funding increase?
Q6
Would you support an increase in the storm drain fee of $12 per year
for each residential dwelling to protect local creeks and the San
Francisco Bay against pollution?
62%
Combined Yes
Q7
To continue these programs and meet ever more stringent State laws,
would you be willing to increase the fee which has remained unchanged
since 1992 to (or no change):
57%
Increase fee to $24+
Summary of Key Findings
1.Business License Tax: A supermajority (71%) of likely November voters
support the general concept of increasing the current $188 tax with large
companies paying substantially more than small businesses. 69% of
Cupertino voters are more likely to approve an increase if it is dedicated to
specific purposes like “transportation, housing or parks.”
2.Storm Drain Fee: A majority (62%) of likely November voters support the
general concept of increasing the current $12 annual fee. 57% of Cupertino
voters would support increasing the fee to $24 or more annually.