The primary purpose of this study was to produce an unbiased, statistically reliable evaluation of Thousand Oaks’ voters’ interest in obtaining local financial independence through supporting a general sales tax measure to partially close the funding gap noted above, as well as identify how to structure a measure so that it is consistent with the community’s priorities and expressed needs. Toward this end, the study was designed to:
Gauge current, baseline support for a local sales tax measure to ensure adequate funding for general municipal services
Identify the types of services and projects that voters are most interested in funding, should the measure pass
Expose voters to arguments in favor of—and against—the proposed sales tax measure to gauge how information affects support for the measure, and
Estimate support for the measure once voters are presented with the types of information they will likely be exposed to during the election cycle.
Consultant Conclusions:
Should the City of Thousand Oaks take the next steps toward placing a sales tax measure on the November 2010 ballot?
A large majority of voters in Thousand Oaks have a high opinion of the City’s performance in providing municipal services, feel the City is on the right path, and support maintaining the quality of city services. When it comes to funding services through a new revenue measure, however, voters’ desires for maintaining the quality of city services is somewhat in tension with their sensitivity to raising local taxes. The result is that current support for the proposed sales tax measure hovers at the simple majority required for passage under California law, but does not exceed that level by a comfortable margin. Given that the City has yet to engage the community on this topic or help educate voters about the City’s budgetary realities and service implications, the survey results also suggest that support for such a sales tax measure would increase as voters become more aware and informed. Additional efforts on the City’s part to reduce costs internally before placing a measure on the ballot are also likely to bolster support for any local revenue measure.
Accordingly, True North and Tramutola recommend that rather than proceed with a November 2010 measure, the City take interim steps toward a potential future ballot measure. These steps are to begin informing and educating the community regarding the City’s budgetary realities and the need for additional revenue—as well as
The City of Thousand Oaks has conducted a "Community Attitude Survey" nearly every five years since incorporation. The survey samples resident satisfaction and sentiment on a variety of important community issues. The results help City Departments gauge performance and give councilmembers meaningful data to better align City priorities for the future.
This year, the survey was managed in two stages. Stage one, a 400 resident random sample phone survey, was conducted in July and provided statistically reliable results that can be used for benchmarking. Stage two involved a web version of the same survey that was open to all residents. Postcards with survey instructions and two ‘PIN’ numbers were mailed to every residential address within the City.
Survey results and analysis have now been compiled. An overview of these results will be presented to the Council in open session on Tuesday, November 3, 2009.
City Hall / Civic Arts Plaza 2100 Thousand Oaks Boulevard Thousand Oaks, CA 91362 T. 805.449.2100 City Hall Hours: Monday - Friday, 7:30 AM - 5:00 PM - Closed Alternate Fridays -
