12 staff report.Revenue Ballot Measure Polling Results with attachments
PREPARED BY: Katy Nomura
Assistant Town Manager
Reviewed by: Town Manager, Town Attorney, and Finance Director
110 E. Main Street Los Gatos, CA 95030 ● (408) 354-6832
www.losgatosca.gov
TOWN OF LOS GATOS
COUNCIL AGENDA REPORT
MEETING DATE: 05/21/2024
DATE: May 14, 2024
TO: Mayor and Town Council
FROM: Laurel Prevetti, Town Manager
SUBJECT: Review Polling Results, Authorize the Town Manager to Execute an
Amendment to the NBS Agreement to Include Phase 2 in the Scope of
Services to Prepare a 1/8th Cent Sales Tax Measure for the November 2024
Ballot and Increase the Not to Exceed Amount to $105,000, and Authorize an
Expenditure Budget Adjustment in an Amount of $60,400 from the Available
General Fund Capital/Special Projects Reserve
RECOMMENDATION:
Review polling results, authorize the Town Manager to execute an amendment to the NBS
agreement to include Phase 2 in the Scope of Services to prepare a 1/8th cent sales tax
measure for the November 2024 Ballot and increase the not to exceed amount to $105,000
(Attachment 1), and authorize an expenditure budget adjustment in an amount of $60,400
from the available General Fund Capital/Special Projects Reserve.
REMARKS:
At its meeting on May 7, 2024, the Council received the polling results for a 1/8th cent sales tax
and continued the discussion to the May 21, 2024 Town Council meeting. The Council also
referred the topic of reviewing the polling results and discussing next steps to the Finance
Commission. The staff report (Attachment 2) and polling summary presentation (Attachment 3)
from the May 7 Council meeting are attached as well as the polling topline report (Attachment
4).
At its May 13, 2024 meeting, the Finance Commission recommended that the Town Council
pursue the 1/8th cent sales tax increase only if the use of proceeds are tied to specific needs,
such as building infrastructure, and are not for general revenue purposes. A specific tax would
require a two-thirds vote to pass. A general tax would require a majority vote to pass.
PAGE 2 OF 2 SUBJECT: Revenue Ballot Measure Polling Results DATE: May 14, 2024
REMARKS (continued):
If the Council chooses to prepare a sales tax measure, staff recommends that the ballot
language include a sunset date as well as a requirement for an independent oversight
committee to ensure full transparency of the allocation of funds regardless of whether it is a
specific or general tax. Prior to the November 2024 vote, the Council could also adopt a
resolution specifying how to prioritize dollars from the potential sales tax measure if pursued.
Staff looks forward to Council’s discussion and direction on whether to pursue a 1/8th cent sales
tax measure. If a measure is pursued, final ballot measure language and a resolution to place
the measure on the November 2024 ballot would return to Council in June to meet the August
9, 2024 submittal deadline to the Santa Clara County Registrar of Voters.
COORDINATION:
The preparation of this report was coordinated with the Town Manager, Town Attorney, and
Director of Finance.
FISCAL IMPACT:
On October 17, 2023, Council authorized the Town Manager to enter into an agreement with
NBS for the initial phase of the revenue ballot measure work for amount not to exceed $44,600.
The proposed amendment would allow the second phase of work to begin and bring the total
not to exceed amount for the contract to $105,000. This would require an expenditure budget
adjustment of $60,400 from the Available General Fund Capital/Special Projects Reserve.
Placing a measure on the 2024 general election ballot is estimated to cost approximately
$60,000. If a measure is pursued, the $60,000 expenditure budget adjustment would be
requested when the Council considers the resolution to place the measure on the ballot.
If a 1/8th cent sales tax measure is successful, it is estimated to generate approximately $1
million in additional revenue for the Town annually.
ENVIRONMENTAL ASSESSMENT:
This is not a project defined under CEQA, and no further action is required.
Attachments:
1. Draft Amendment to NBS Agreement
2. May 7, 2024 Council Meeting Staff Report on Polling Results
3. Polling Results Summary
4. Polling Topline Report
Page 1 of 2
Agreement for Revenue Ballot Measure Consultant Services with NBS – First Amendment ATTACHMENT 1
AMENDMENT TO AGREEMENT
This AMENDMENT TO AGREEMENT is dated for identification this 8th day of May 2024 and
amends that certain (AGREEMENT DESCRIPTION) dated October 18, 2023 made by and between
the Town of Los Gatos, ("Town,") and NBS Government Finance Group, DBA: NBS, S Corporation
(“Consultant”), whose address is 870 Market Street, Suite 1223, San Francisco, CA 94102.
RECITALS
A.Town and Consultant entered into a Consulting Agreement on October 18, 2023,
(“Agreement”), a copy of which is attached hereto and incorporated by reference as
Exhibit A to this Amendment.
B.Town desires to amend the Agreement to complete Phase 2 described in the Scope of
Services.
AMENDMENT
1.Section 2.1 Scope of Services is amended to read as follows:
Consultant shall provide services as described in Phase 1 and Phase 2 of the Scope of
Services, which is hereby incorporated by reference and attached as Exhibit A.
2.Section 2.6 Compensation is amended to read as follows:
Compensation for Consultant's professional services shall not exceed $105,000,
inclusive of all costs. Payment shall be based upon Town approval of each task.
3.All other items and conditions of the Agreement remain in full force and effect.
IN WITNESS WHEREOF, the Town and Consultant have executed this Amendment.
Town of Los Gatos: Approved as to Consent:
_______________________________
Laurel Prevetti, Town Manager
_____________________________
Michael Rentner, Chief Executive Officer
Recommended by:
_______________________________________
Katy Nomura
Assistant Town Manager
2
Approved as to Form: Attest:
s Gatos, California
______________________________ ______________________________
Gabrielle Whelan, Town Attorney Wendy Wood, CMC, Town Clerk
Agreement for Revenue Ballot Measure Consultant Services with NBS
AGREEMENT FOR REVENUE BALLOT MEAURE CONSULTANT SERVICES
THIS AGREEMENT is made and entered into on October 18, 2023 by and between TOWN OF LOS
GA NBS Government Finance Group, DBA:
NBS, S Corporation 870 Market Street, Suite 1223, San Francisco,
CA 94102. This Agreement is made with reference to the following facts.
I. RECITALS
1.1 The Town desire to engage Consultant to provide revenue ballot measure consultant
services.
1.2 The Consultant represents and affirms that it is willing to perform the desired work
pursuant to this Agreement.
1.3 Consultant warrants it possesses the distinct professional skills, qualifications, experience,
and resources necessary to timely perform the services described in this Agreement.
Consultant acknowledges Town has relied upon these warranties to retain Consultant.
II. AGREEMENTS
2.1 Scope of Services. Consultant shall provide services as described in Phase 1 of the Scope
of Services, which is hereby incorporated by reference and attached as Exhibit A.
Town staff and Consultant shall return to the Los Gatos Town Council for direction before
conducting the voter poll portion of the work.
2.2 Term and Time of Performance. This contract will remain in effect from October 18, 2023
to November 5, 2024.
2.3 Compliance with Laws. The Consultant shall comply with all applicable laws, codes,
ordinances, and regulations of governing federal, state and local laws. Consultant
represents and warrants to Town that it has all licenses, permits, qualifications and
approvals of whatsoever nature which are legally required for Consultant to practice its
profession. Consultant shall maintain a Town of Los Gatos business license pursuant to
Chapter 14 of the Code of the Town of Los Gatos.
2.4 Sole Responsibility. Consultant shall be responsible for employing or engaging all persons
necessary to perform the services under this Agreement.
2.5 Information/Report Handling. All documents furnished to Consultant by the Town and all
reports and supportive data prepared by the Consultant under this Agreement are the
services or at the Town's written request. All reports, information, data, and exhibits
Exhibit A to First Amendment Dated May 8, 2024
EXHIBIT A
Agreement for Revenue Ballot Measure Consultant Services with NBS
prepared or assembled by Consultant in connection with the performance of its services
pursuant to this Agreement are confidential until released by the Town to the public, and
the Consultant shall not make any of the these documents or information available to any
individual or organization not employed by the Consultant or the Town without the
written consent of the Town before such release. The Town acknowledges that the
reports to be prepared by the Consultant pursuant to this Agreement are for the purpose
of evaluating a defined project, and Town's use of the information contained in the reports
prepared by the Consultant in connection with other projects shall be solely at Town's risk,
unless Consultant expressly consents to such use in writing. Town further agrees that it
will not appropriate any methodology or technique of Consultant which is and has been
confirmed in writing by Consultant to be a trade secret of Consultant.
2.6 Compensation. Compensation for Consultant's professional services shall not exceed
$44,600, inclusive of all costs. Payment shall be based upon Town approval of each task.
2.7 Billing. Billing shall be monthly by invoice within thirty (30) days of the rendering of the
service and shall be accompanied by a detailed explanation of the work performed by
whom at what rate and on what date. Also, plans, specifications, documents or other
pertinent materials shall be submitted for Town review, even if only in partial or draft
form.
Payment shall be net thirty (30) days. All invoices and statements to the Town shall be
addressed as follows:
Invoices:
Town of Los Gatos
Attn: Accounts Payable
P.O. Box 655
Los Gatos, CA 95031-0655
2.8 Availability of Records. Consultant shall maintain the records supporting this billing for not
less than three years following completion of the work under this Agreement. Consultant
shall make these records available to authorized personnel of the Town at the Consultant's
offices during business hours upon written request of the Town.
2.9 Assignability and Subcontracting. The services to be performed under this Agreement are
unique and personal to the Consultant. No portion of these services shall be assigned or
subcontracted without the written consent of the Town.
2.10 Independent Contractor. It is understood that the Consultant, in the performance of the
work and services agreed to be performed, shall act as and be an independent contractor
and not an agent or employee of the Town. As an independent contractor he/she shall not
obtain any rights to retirement benefits or other benefits which accrue to Town
employee(s). With prior written consent, the Consultant may perform some obligations
Agreement for Revenue Ballot Measure Consultant Services with NBS
under this Agreement by subcontracting, but may not delegate ultimate responsibility for
performance or assign or transfer interests under this Agreement. Consultant agrees to
testify in any litigation brought regarding the subject of the work to be performed under
this Agreement. Consultant shall be compensated for its costs and expenses in preparing
for, traveling to, and testifying in such matters at its then current hourly rates of
compensation, unless such litigation is brought by Consultant or is based on allegations of
Consultant's negligent performance or wrongdoing.
2.11 Conflict of Interest. Consultant understands that its professional responsibilities are solely
to the Town. The Consultant has and shall not obtain any holding or interest within the
Town of Los Gatos. Consultant has no business holdings or agreements with any individual
member of the Staff or management of the Town or its representatives nor shall it enter
into any such holdings or agreements. In addition, Consultant warrants that it does not
presently and shall not acquire any direct or indirect interest adverse to those of the Town
in the subject of this Agreement, and it shall immediately disassociate itself from such an
interest, should it discover it has done so and shall, at the Town's sole discretion, divest
itself of such interest. Consultant shall not knowingly and shall take reasonable steps to
ensure that it does not employ a person having such an interest in this performance of this
Agreement. If after employment of a person, Consultant discovers it has employed a
person with a direct or indirect interest that would conflict with its performance of this
Agreement, Consultant shall promptly notify Town of this employment relationship, and
shall, at the Town's sole discretion, sever any such employment relationship.
2.12 Equal Employment Opportunity. Consultant warrants that it is an equal opportunity
employer and shall comply with applicable regulations governing equal employment
opportunity. Neither Consultant nor its subcontractors do and neither shall discriminate
against persons employed or seeking employment with them on the basis of age, sex,
color, race, marital status, sexual orientation, ancestry, physical or mental disability,
national origin, religion, or medical condition, unless based upon a bona fide occupational
qualification pursuant to the California Fair Employment & Housing Act.
III. INSURANCE AND INDEMNIFICATION
3.1 Minimum Scope of Insurance:
i.Consultant agrees to have and maintain, for the duration of the contract,
General Liability insurance policies insuring him/her and his/her firm to an
amount not less than: two million dollars ($2,000,000) combined single
limit per occurrence for bodily injury, personal injury and property damage.
ii. Consultant agrees to have and maintain for the duration of the contract, an
Automobile Liability insurance policy ensuring him/her and his/her staff to
an amount not less than one million dollars ($1,000,000) combined single
limit per accident for bodily injury and property damage.
Agreement for Revenue Ballot Measure Consultant Services with NBS
iii. Consultant shall provide to the Town all certificates of insurance, with
original endorsements effecting coverage. Consultant agrees that all
certificates and endorsements are to be received and approved by the
Town before work commences.
iv. Consultant agrees to have and maintain, for the duration of the contract,
professional liability insurance in amounts not less than $1,000,000 which is
sufficient to insure Consultant for professional errors or omissions in the
performance of the particular scope of work under this agreement.
General Liability:
i. The Town, its elected and appointed officials, employees, and agents, are to
be covered as insured as respects: liability arising out of activities
performed by or on behalf of the Consultant; products and completed
operations of Consultant, premises owned or used by the Consultant. This
requirement does not apply to the automobile or professional liability
insurance required for professional errors and omissions.
ii. The Consultant's insurance coverage shall be primary insurance as respects
the Town, its elected and appointed officials, employees, and agents. Any
insurance or self-insurances maintained by the Town, its elected and
appointed officials, employees, and agents, shall be excess of the
Consultant's insurance and shall not contribute with it.
iii. Any failure to comply with reporting provisions of the policies shall not
affect coverage provided to the Town, its elected and appointed officials,
employees, and agents.
iv. The Consultant's insurance shall apply separately to each insured against
whom a claim is made or suit is brought, except with respect to the limits of
the insurer's liability.
3.2 All Coverages. Each insurance policy required in this item shall be endorsed to state that
coverage shall not be suspended, voided, cancelled, reduced in coverage or in limits except
after thirty (30) days' prior written notice by certified mail, return receipt requested, has
been given to the Town. Current certification of such insurance shall be kept on file at all
times during the term of this agreement with the Town Clerk.
3.3 . In addition to these policies, Consultant shall have and maintain
Workers' Compensation insurance as required by California law and shall provide evidence
of such policy to the Town before beginning services under this Agreement. Further,
Agreement for Revenue Ballot Measure Consultant Services with NBS
Consultant shall ensure that all subcontractors employed by Consultant provide the
required Workers' Compensation insurance for their respective employees.
3.4 Indemnification. The Consultant shall save, keep, hold harmless and indemnify and defend
the Town, its elected and appointed officials, employees, and agents, from all damages,
liabilities, penalties, costs, or expenses in law or equity that may at any time arise or be set
up because of damages to property or personal injury received by reason of, or in the
course of performing the work described in this contract.
IV. GENERAL TERMS
4.1 Waiver. No failure on the part of either party to exercise any right or remedy hereunder
shall operate as a waiver of any other right or remedy that party may have hereunder, nor
does waiver of a breach or default under this Agreement constitute a continuing waiver of
a subsequent breach of the same or any other provision of this Agreement.
4.2 Governing Law and Venue. This Agreement, regardless of where executed, shall be
governed by and construed to the laws of the State of California. Venue for any action
regarding this Agreement shall be in the Superior Court of the County of Santa Clara.
4.3 Termination of Agreement. The Town and the Consultant shall have the right to terminate
this agreement with or without cause by giving not less than fifteen days (15) written
notice of termination. In the event of termination, the Consultant shall deliver to the
Town all plans, files, documents, reports, performed to date by the Consultant. In the
event of such termination, Town shall pay Consultant an amount that bears the same ratio
to the maximum contract price as the work delivered to the Town bears to completed
services contemplated under this Agreement, unless such termination is made for cause,
in which event, compensation, if any, shall be adjusted in light of the particular facts and
circumstances involved in such termination.
4.4 Amendment. No modification, waiver, mutual termination, or amendment of this
Agreement is effective unless made in writing and signed by the Town and the Consultant.
4.5 Disputes. In any dispute over any aspect of this Agreement, the prevailing party shall be
entitled to reasonable attorney's fees, including costs of appeal.
4.6 Notices. Any notice required to be given shall be deemed to be duly and properly given if
mailed postage prepaid, and addressed to:
Town of Los Gatos
Attn: Town Clerk
110 E. Main Street
Los Gatos, CA 95030
NBS Government Finance Group, DBA: NBS, S
Corporation
870 Market Street, Suite 1223
San Francisco, CA 94102
Agreement for Revenue Ballot Measure Consultant Services with NBS
or personally delivered to Consultant to such address or such other address as Consultant
designates in writing to Town.
4.7 Order of Precedence. In the event of any conflict, contradiction, or ambiguity between the
terms and conditions of this Agreement in respect of the Products or Services and any
attachments to this Agreement, then the terms and conditions of this Agreement shall
prevail over attachments or other writings.
4.8 Entire Agreement. This Agreement, including all Exhibits, constitutes the complete and
exclusive statement of the Agreement between the Town and Consultant. No terms,
conditions, understandings or agreements purporting to modify or vary this Agreement,
unless hereafter made in writing and signed by the party to be bound, shall be binding on
either party.
IN WITNESS WHEREOF, the Town and Consultant have executed this Agreement.
Town of Los Gatos by:
Laurel Prevetti, Town Manager
Recommended by:
Katy Nomura, Assistant Town Manager
Consultant, by:
Michael Rentner, Chief Executive Officer
Printed Name and Title
Approved as to Form:
Gabrielle Whelan, Town Attorney
Attest:
_____________________________________
Wendy Wood, CMC, Town Clerk
Statement of Qualifications for Town of Los Gatos NBS | 3
4.Project Approach
Summary of Approach
NBS will communicate with the Town staff throughout
the duration of the project to clarify the Town’s goals,
identify any special circumstances, and develop a realistic
project schedule. The following Work Plans detail the steps
needed to put the Town in the best position to propose a
viable local funding ballot measure for the November 2024
election.
Although not mentioned in the Town’s Request for
Qualifications, an additional service we can provide is
Revenue Measure Modeling to calculate financial benefit
to the Town of a Special Financing District. This is
listed as an optional item in our proposed budget.
Phase 1 | October - December 2023 | Issue Research, Polling, Community Survey
NBS will work with your team to understand the specific needs for, and demand on, the Town’s programs
and services, and will provide an analysis of various tax models for the Town to understand potential
options.
Develop Stakeholder Outreach and Public Engagement Messaging: NBS will work with staff, elected officials
and stakeholders to develop agreed-upon messaging that will ensure the sharing of consistent ideas and
concepts with the community during Phase One services such as polling. Standard messaging will provide
clarity to community members and prevent confusion.
NBS will partner with the Town Manager, Town team, and our subconsultant GBA to provide the research
needed for the Town to understand its most viable revenue measure options.
Voter Poll: Working with NBS and the Town team, GBA will draft a survey questionnaire for Town approval,
and conduct a poll among likely voters within Los Gatos that will achieve the following objectives:
• Explore the current image of the Town of Los Gatos, voters' attitudes towards the Town, and their
assessments of the strengths and weaknesses of local government;
• Determine voter perceptions of the needs of the Town and the priorities that voters set for those
needs;
• Determine voter attitudes towards various revenue measures for the Town, and the optimum
amount to place before the voters;
Exhibit A: Scope of Services
Exhibit A
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Statement of Qualifications for Town of Los Gatos NBS | 4
• Evaluate voters' top priorities for money raised in order to design a measure that best addresses the
desires of the community;
• Determine the most effective and important reasons for your voters to support a ballot measure;
• Develop a demographic profile of Town voters, including how various demographic groups differ in
their opinions and attitudes towards a possible ballot measure.
Polling Methodology: Our subconsultant, GBA, will select the survey sample from highly sophisticated
and up-to-date voter registration files. This information, when combined with the answers to our survey
questions, is essential as we identify voters who are most likely to vote in general, primary, municipal,
special, or mail-only elections. It is critical to remember that any survey must interview only likely voters.
Being a registered voter is not enough. Those likely to vote will have demonstrated their interest in
voting through their history in previous elections.
The sample will be drawn from lists of registered voters which have been matched with telephone
directories and other lists to maximize the quantity of available telephone numbers. Since this is a small
city, we would expect that a smaller sample of voters will be adequate, even if it is no more than 100-200
completed interviews.
GBA believes that it is of the utmost importance to go beyond simple questions and simple answers. For
example, you will never see us ask if a problem is serious or not serious. We require differentiation
between those with strong opinions and those with weaker opinions, those who say the problem is
"extremely serious," or "very serious" rather than those who say it is only "somewhat serious" or "not
too serious." Therefore, virtually all questions in our polls will delve into the intensity of feeling that
voters bring to an issue. Only in this way can we separate those voters with a general opinion on an issue
from those who are moved to take action because of that same issue (even if the "action" is just voting
"yes" or "no").
Telephone interviews are conducted by a regularly employed staff of full-time professional interviewers
who specialize in conducting interviews for public opinion surveys. GBA supervises the interviewing
process and verifies that interviews are conducted according to specifications. Supervisory procedures
include continuous on-site and telephone monitoring of interviews. GBA follows established industry
standards for call backs of busy or "not-at-home" numbers designed specifically to maintain the
randomness of interviewee selection and the validity of the survey. A regularly employed staff of full-
time professional interviewers conducts interviews in English, Spanish, Vietnamese, Cantonese,
Mandarin, and other languages.
To summarize, we will provide to the Town of Los Gatos:
• Random telephone and on-line survey of likely voters
• Consultation solely with principal of Gene Bregman & Associates
• Assistance in developing topic areas to be investigated
• Development of survey questionnaire
• Scientific sample selection to assure reaching an accurate representation of the voting population
• Pre-testing of questionnaire
• Conduct of field work from our central phone bank, as well as surveys completed from text and
email contacts
• Editing, coding, and electronic data processing
• A full computer printout of all cross-tabulated data
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Statement of Qualifications for Town of Los Gatos NBS | 5
• Analysis of survey results
• On-going strategy and consultation
Feasibility Analysis of Ballot Measure Options and Expenditure Plan: Incorporating polling data, NBS and
GBA will make recommendations to the Town team on a proposed ballot measure amount and ballot
measure expenditure plan elements. If polling is favorable for a potential funding measure, this would be an
optimal time to present polling data to the Town Council for discussion and recommendation to draft ballot
measure language. This allows time for community outreach, input and consensus building among key
stakeholders prior to finalizing the proposed ballot language and the resolutions Council must adopt to
officially place a measure before voters.
Decision from Council to move to Phase 2.
Phase 2 | January 2023 – July 2024 | Message Toolkit, Stakeholder
Outreach and Public Engagement
Outreach to key stakeholders (business, labor, and other community
leaders) before a measure is officially proposed can be key to the success
of its passage. This is where potential bumps in the road are uncovered,
and ideally resolved. NBS will work with the Town team to develop a
Stakeholder Outreach Plan and strategy to help build community
consensus around the need for a ballot measure to maintain the quality of
life that Los Gatos residents desire.
NBS will work with the Town team to create a Key Stakeholder Outreach
Plan and a list of key stakeholders and media outlets, develop website
content, and an Informational Toolkit (fact sheet, Q&A, PowerPoint
presentation) that can be used to educate and engage leaders in the public and private sector, business
community, and community-based organizations about the need for additional funding for essential public
services.
Once the Council acts to place a measure on the ballot, the Town may consider some informational
outreach to educate residents on the proposal itself through online and news media communications and
through the mail. Working with your staff and legal counsel, we can assist with crafting and implementing
that communications program.
Community Survey: In addition to the quantitative research conducted by GBA, CivicMic can conduct
qualitative research in the form of a community survey of residents at large. This outreach through email and
social media will be comprised of an abbreviated survey asking residents to weigh in with their priorities for
town services and programs. This community engagement effort provides additional perspectives to the
research and can be helpful in conveying the Town’s commitment to inclusivity and transparency.
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Finalize Ballot Measure Language and Ballot Argument
To place a ballot measure on the November 5, 2024 ballot, all election-related Council action and
resolutions must be completed and noticed to the County by August 9, 2024, providing an important
window of time for informing and engaging community members around the need for additional revenue
before officially proposing and finalizing the ballot measure language.
NBS will work with the Town Manager and Town Attorney to draft ballot measure language and
accompanying resolutions for Town Council approval.
Engagement Activities
Aiming to reach residents with diverse backgrounds allowing for unique
perspectives, CivicMic would:
Create a customized webpage for your project on civicmic.com. This site
would feature a variety of engagement tools and informational materials.
Develop an email campaign strategy to reach out to community members and stakeholders who
may not have access to social media or may not regularly visit the Town website.
Include specialized mapping and graphics on CivicMic.com, such as sample maps showing
community participation in the survey.
Design content related to the Town’s challenges in maintaining high services levels for resident
programs and services.
Coach various Stakeholders on ways to share educational materials with community members
through workshops and printed materials.
Create an email list of community members who have expressed interest in receiving updates.
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DRAFT TIMELINE
The following is an overview of our proposed project schedule. We will discuss a detailed schedule at the kick-off meeting, along with the expected
timing for individual tasks. Note: This page is intentionally formatted differently to improve legibility of the table contents.
Apr '24 May '24 June '24 Jul '24 Aug '24 Sep '24 Oct '24 Nov '24
Phase 1 – Issue Research, Polling, Community Survey
Kickoff Meeting
Revenue Modeling (optional financial analysis)
Develop Stakeholder Outreach and Public Engagement Messaging
Public Opinion Research
Draft Poll Questionnaire
Poll in Field
Initial Results
Crosstabs Available
Complete Full Analysis of Survey Results
Present Poll Results, Feasibility Analysis, Recommendations to Council
for discussion (not action)
Phase 2 – Messaging, Stakeholder Outreach, Public Engagement
Community Survey
Develop Message Toolkit
Stakeholder Outreach (key community leaders, businesses, orgs)
Public Education/Engagement (Community Mtg, Email, Social Media)
Finalize Ballot Language / Resolutions for Council Action
Work Plans
Feb '24 Mar '24PROJECT SCHEDULE - TOWN OF LOS GATOS Oct '23 Nov '23 Dec '23 Jan '24
Deadline for Council to
submit measure-related
documents to County:
8/9/24
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Statement of Qualifications for Town of Los Gatos NBS | 8
5. Costs
Our professional fees are based on our understanding the Town’s needs and the effort we believe is necessary to complete the scope of
services described.
Director
(Wood)
Project
Manager
(Lewis)
GBA
Flat Fee
NBS
Consultant
(Argerich-
Valentine)
NBS Senior
Consultant
(Dayhoff)
NBS
Specialist
and Analyst
(Savage)
Consultant
Labor (Hrs.)
Consultant
Costs ($)
with
Optional
Services
Consultant
Costs ($)
without
Optional
Services
$250 $200 $30,000 $175 $200 $150
Work Plans
Phase 1 – Issue Research, Polling, Develop Communications Plan
Kickoff Meeting 1.0 1.0 - 1.0 1.0 - 4.0 825$ 825$
Revenue Modeling (Optional)2.0 2.0 - 2.0 30.0 - 36.0 7,250$ -$
Develop Stakeholder Outreach & Public Education Messaging 7.0 7.0 - 5.0 - 8.0 27.0 5,225$ 5,225$
Public Opinion Research* (design voter poll, analyze data)2.0 4.0 1.0 - - - 7.0 31,300$ 31,300$
Total Phase 1 44,600$ 37,350$
Phase 2 – Messaging, Stakeholder Outreach & Public Engagement
Community Survey Implementation (Optional)4.0 10.0 - 10.0 - 20.0 44.0 7,750$ -$
Complete Stakeholder Outreach & Public Education Plan 8.0 8.0 - 5.0 - - 21.0 4,475$ 4,475$
Create Informational Toolkit (e.g., webpage content, Fact Sheet, FAQ)4.0 12.0 - 12.0 - 4.0 32.0 6,100$ 6,100$
Stakeholder Outreach & Public Education (meetings, flyers, social media)8.0 40.0 - 20.0 - 20.0 88.0 16,500$ 16,500$
Draft Ballot Language 5.0 5.0 - - - - 10.0 2,250$ 2,250$
Finalize Ballot Language / Resolution for Council 5.0 5.0 - - - - 10.0 2,250$ 2,250$
Total Phase 2 39,325$ 31,575$
GRAND TOTAL FEES 46.0 94.0 1.0 55.0 31.0 52.0 279.0 83,925$ 68,925$
ESTIMATED EXPENSES
Travel Costs Per In-Person Meeting (not to exceed)1Mailing and printing costs 12,000$ 12,000$
Travel and meeting expenses 3,500$ 3,500$
TOTAL INCLUDING ESTIMATED EXPENSES 99,425$ 84,425$
OPTIONAL SERVICES PRICING
Labor & Travel Costs Per Optional In-Person Meeting 2,000$ 2,000$
Cost associated with the design/print/postage per mailer
Grand Totals
1. Travel-related cost and direct reimbursable expenses; all other expenses are included in labor rates. This cost will be $0 if all meetings and presentations are held remotely.
FEE SCHEDULE
TOWN OF LOS GATOS
Hourly Rate
DocuSign Envelope ID: E3A5F1AB-4463-4D7E-887E-D7F5A5FCEE0E
Statement of Qualifications for Town of Los Gatos NBS | 9
ADDITIONAL POLLING INFORMATION
Three major factors determine the cost for a survey: the number of interviews to be completed; the average length of each interview; and how easy or
hard it is to reach and complete interviews with qualified voters. Of course, the more interviews that are completed, the more reliable is the data, as
shown by the changes in sampling tolerance, or margin of error (MOE), at different completion rates. The following table shows how the MOE changes
with the number of completes:
200 completed interviews = Margin of Error +/- 6.9%
300 completed interviews = Margin of Error +/- 5.7%
In addition, when the overall sample size increases, the sample sizes for various voter sub-groups will also increase, and their margins of error will
decrease.
HOURLY RATES
Title Hourly Rate
Director / Senior Review $250
Associate Director / Engineer $225
Senior Consultant $200
Consultant $175
Project Analyst / Specialist $150
Project Resource Analyst $130
Clerical / Support $110
TERMS
Public Engagement services are invoiced on a monthly basis. Expenses will be itemized and included in the next regular invoice. If the project
is prematurely terminated by either party, NBS shall receive payment for work completed. Payment shall be made within 30 days of submittal
of an invoice. If payment is not received within 90 days, simple interest will begin to accrue at the rate of 1.5% per month. Either party can
cancel consulting contract with 30 days’ written notice.
DocuSign Envelope ID: E3A5F1AB-4463-4D7E-887E-D7F5A5FCEE0E
Statement of Qualifications for Town of Los Gatos NBS | 10
EXPENSES
Customary out-of-pocket expenses are billed at actual cost to NBS. These expenses may include, but not be limited to, boundary map and
assessment diagram preparation (time, materials, plotting and all related costs), mailing fulfillment, postage, supplies, reproduction,
telephone, travel, meals and various third-party charges for data, maps, and recording fees.
DocuSign Envelope ID: E3A5F1AB-4463-4D7E-887E-D7F5A5FCEE0E
PREPARED BY: Katy Nomura
Assistant Town Manager
Reviewed by: Town Manager, Town Attorney, and Finance Director
110 E. Main Street Los Gatos, CA 95030 භ(408) 354-6832
www.losgatosca.gov
TOWN OF LOS GATOS
COUNCIL AGENDA REPORT
MEETING DATE: 05/07/2024
DATE: April 26, 2024
TO: Mayor and Town Council
FROM: Laurel Prevetti, Town Manager
SUBJECT: Review Polling Results, Authorize the Town Manager to Execute an
Amendment to the NBS Agreement to Include Phase 2 in the Scope of
Services to Prepare a 1/8th Cent Sales Tax Measure for the November 2024
Ballot and Increase the Not to Exceed Amount to $105,000, and Authorize an
Expenditure Budget Adjustment in an Amount of $60,400 from the Available
General Fund Capital/Special Projects Reserve
RECOMMENDATION:
Review polling results, authorize the Town Manager to execute an amendment to the NBS
agreement to include Phase 2 in the Scope of Services to prepare a 1/8th cent sales tax
measure for the November 2024 Ballot and increase the not to exceed amount to $105,000
(Attachment 1), and authorize an expenditure budget adjustment in an amount of $60,400
from the available General Fund Capital/Special Projects Reserve.
BACKGROUND:
While costs of providing services and programs for residents have significantly increased over
the years, Town revenues have not kept pace. Los Gatos is facing the same economic pressures
as many other cities and businesses, including inflation and the uneven recovery from the
pandemic. In addition, unfunded mandates by the State have also reduced the Town's
available funds.
The Town maintains a relatively stable and low staffing level. Even so, costs per employee
continue to escalate as evidenced by pension benefit costs having increased 35% in the last five
years. The Town Council has taken several proactive steps to reduce the Town’s pension
liability, including Additional Discretionary Payments for the Pension Plans and curbing cost
escalation in Other Post-Employment Benefits (OPEB).
ATTACHMENT 2
PAGE 2 OF 4
SUBJECT: Revenue Ballot Measure Polling Results
DATE: April 26, 2024
BACKGROUND (continued):
Los Gatos has taken the following proactive cost-cutting measures during major economic
downturns to control costs while maintaining high service levels:
x Staffing levels significantly reduced from 2001 – 2005 and have not returned to those
levels, despite an increase in population since then, unfunded mandates, and service
demands,
x Imposed wage freezes and unpaid furloughs, and
x Reduced employee benefit costs.
Town financials are reviewed annually by an independent auditor. Los Gatos has earned
recognition for its fiscal responsibility with the highest credit rating (AAA bond rating by
Moody’s) and annual awards by the Government Finance Officers Association for its high
quality and transparent budgeting practices.
On November 17, 2022, the Finance Commission reviewed several cost reduction measures and
recommended that the Town further work toward operational efficiencies and researching
additional revenue options.
On January 24, 2023, the Town Council determined its Strategic Priorities for 2023-2025, which
included exploring new revenue opportunities.
On June 20, 2023, the Town Council authorized the Town Manager to issue a Request for
Qualifications (RFQ) for revenue ballot measure consulting services. After conducting the RFQ
process, the Town selected NBS.
On October 17, 2023, Town Council authorized the Town Manager to enter into an agreement
for the initial phase of the work for an amount not to exceed $44,600, with direction to return
to Council with revenue modeling prior to beginning any polling.
On December 19, 2023, Town Council reviewed the Revenue Modeling Report prepared by NBS
and continued the item to February 20, 2024 to consider it at the same time as the five-year
forecast.
On February 12, 2024, the Finance Commission discussed the NBS report and recommended
that the Town Council not rely upon the NBS Report’s conclusions regarding deficit reductions
because the financial analysis was based on an outdated 5-Year Forecast which did not include
actual results for Fiscal Year 2022/23. The Finance Commission did find that the incremental
revenue contribution for the revenue options analyzed are credible and can be used for
modeling purposes. While the Commission did not make a motion regarding any potential
ballot measure, individual Commissioners questioned the need for it at this time. One
PAGE 3 OF 4
SUBJECT: Revenue Ballot Measure Polling Results
DATE: April 26, 2024
BACKGROUND (continued):
Commissioner expressed that there may or may not be merit to the 1/8th cent tax measure and
indicated this was the reason they declined to opine.
On February 13, 2024, the Town Council updated its Strategic Priorities and removed the
detailed bullets under “Develop a Five-Year Structurally Balanced and Sustainable Operating
Forecast,” including reference to new revenue opportunities.
On February 20, 2024, the Town Council directed staff to proceed with polling to explore a 1/8th
cent sales tax. A 1/8th cent sales tax is estimated to result in approximately $1 million in
additional revenue annually.
DISCUSSION:
NBS partnered with Gene Bregman and Associated to conduct the scientific polling. Polling
occurred from March 24-27, 2024 and surveyed 200 registered Los Gatos voters. The summary
of the polling results will be presented at the Council meeting, including the following
conclusions:
x Los Gatos residents are very positive towards their Town, local government, and
Departments within local government.
x Maintaining public safety (police services and wildfire prevention) and traffic congestion
are of paramount importance to voters.
x Majority of voters are supportive of a 1/8th cent sales tax increase for the Town.
x If the Town captures the remaining 1/8th cent of sales tax capacity available to Los
Gatos, 100% of the funds would remain in Los Gatos.
x Not claiming the remaining sales tax capacity means a County entity could capture the
1/8th cent and raise sales tax for Los Gatos with potentially little benefit to the Town.
The Finance Commission had the option to consider the polling results at its May 6, 2024
meeting prior to Council consideration. The Finance Commission Chairperson preferred to
focus the meeting on the proposed Fiscal Year 2024/25 Budget and referenced that the
Commission discussed potential polling and revenue measures on February 12, 2024. A
summary of the February 12, 2024 discussion can be found in the Background section of this
report.
If Council authorizes Phase 2 of the NBS agreement, the consultant will prepare public
education and outreach, refine ballot measure language, and draft a resolution for the Town
Council to place the measure on the 2024 ballot. It is worth noting that a super majority of
Council (4/5) is required to place a measure on the 2024 ballot.
PAGE 4 OF 4
SUBJECT: Revenue Ballot Measure Polling Results
DATE: April 26, 2024
CONCLUSION:
Staff looks forward to Council’s discussion and direction on whether to pursue a 1/8th cent sales
tax measure. If a measure is pursued, final ballot measure language and a resolution to place
the measure on the November 2024 ballot would return to Council in June to meet the August
9, 2024 submittal deadline to the Santa Clara County Registrar of Voters.
COORDINATION:
The preparation of this report was coordinated with the Town Manager, Town Attorney, and
Director of Finance.
FISCAL IMPACT:
On October 17, 2023, Council authorized the Town Manager to enter into an agreement for the
initial phase of the work for amount not to exceed $44,600. The proposed amendment would
bring the total not to exceed amount for the contract to $105,000 and require an expenditure
budget adjustment of $60,400 from the Available General Fund Capital/Special Projects
Reserve. The cost of placing a measure on the 2024 general election ballot is estimated to cost
approximately $60,000. If a measure is pursued, the $60,000 expenditure budget adjustment
would be requested when the Council considers the resolution to place the measure on the
ballot.
If a 1/8th cent sales tax measure is successful, it is estimated to generate $1 million in additional
revenue for the Town annually.
ENVIRONMENTAL ASSESSMENT:
This is not a project defined under CEQA, and no further action is required.
Attachment:
1.Draft Amendment to NBS Agreement
GENE BREGMAN &ASSOCIATES
Summary Charts of Results
from a Survey
of November 2024 Likely Voters
in the Town of Los Gatos,
California
200 Interviews
Interviewing: March 24-27, 2024
ATTACHMENT 3
GENE BREGMAN & ASSOCIATES
Chart 1
Rating Los Gatos as a Place to Live
47%
45%
8%
0%
Excellent
Good
Poor
Only Fair 92%
No Opinion
*
GENE BREGMAN & ASSOCIATES
Chart 2
Excellent/Good Job Ratings in Los Gatos
Excellent/Good
34%
Only
Fair
19%
Poor
8%
Community Development Department
No
Opinion
39%
Excellent/Good
67%
Only Fair
20%
Poor
8%
Town Government
Overall
No
Opinion
5%
Excellent/Good
77%
Only
Fair
10%
Poor 3%
Parks &
Public Works Department
No
Opinion
10%
Excellent/Good
79%
Only Fair
13%
Poor
3%
Police
Department
No
Opinion
5%
Excellent/Good
81%
Only
Fair
5%
Poor 1%
Library Department
No
Opinion
13%
GENE BREGMAN & ASSOCIATES
Chart 3
Great Need
7%
Some Need
36%
No
Opinion
14%
In General, For Town of Los Gatos
Little
Need
26%
No Need
17%
43%
Maintain Adequate Wildfire Management Services
Great Need
29%
Some Need
32%
No
Opinion
16%
Little
Need
18%
No Need
5%
61%
Great
Need
14%
Some Need
32%
No
Opinion
22%
Maintain Adequate 9-1-1 Emergency Services
Little
Need
22%
No Need
10%
46%
Great
Need
17%
Some Need
35%
No
Opinion
16%
Maintain Adequate Police Services
Little
Need
21%
No Need
13%
52%
Voter Perceptions of Need for More Money
GENE BREGMAN & ASSOCIATES
Very Serious Issues/Problems in Los Gatos
Chart 4
60%
45%
42%
31%
24%
23%
20%
19%
11%
I
A
C
B
G
H
D
E
F
High cost of living
Need for more programs to protect against wildfires
Need to maintain police
and emergency public safety programs
Traffic congestion
Need for more affordable housing
Need to maintain the Town’s recreational facilities
like parks, open spaces, and trails
Crime
Effects of climate change here in Los Gatos
such as extreme weather, drought, and flooding
Condition of streets and roads
GENE BREGMAN & ASSOCIATES
Chart 5
Yes
39%
Don’t
Know
15%
Awareness of 2018
Sales Tax
No
47%
Awareness of 2022
Business Licenses & Taxes
Combined Awareness of Previous Measures
Yes
42%
Don’t
Know
13%No
45%
Remember
Both
Measures
28%
Remember
Only 2018
Measure
11%
Remember
Neither
Measure
48%
Remember
Only 2022
Measure
14%
AwarenessPreviousTaxMeasures
GENE BREGMAN & ASSOCIATES
Very Important Problems That Could Be Addressed by Sales Tax
Chart 6
64%
51%
49%
45%
43%
37%
36%
36%
33%
32%
26%
F
D
C
A
H
J
E
B
K
G
I
Improving traffic flow to reduce congestion,especially in key locations, such as the Highway 17 and Route 9 area
Improving vegetation management and other programs that help reduce
the risk of wildfires in our open spaces and areas along roads
Improving needed maintenance of our sewers, stormwater system,
and other infrastructure facilities
Maintaining police staffing so there is no reduction in police patrols
throughout the Town nor for the time it takes
for police to respond to 9-1-1 calls
Implementing our tree trimming programs
that protect against the damage caused by falling trees
during wind and rain storms like those we had earlier this year
Improving park services, such as adding clean and modern restrooms where
needed and bringing children’s playgrounds up to current safety standards
Increasing street paving, pothole repair,and other street maintenance
Keeping up with the maintenance
and the frequency of trash pickups at local parks
Maintaining and improving our libraries
with up-to-date technology and enhanced materials and collections
Keeping up with replacing police vehicles
and other emergency response equipment
Maintaining the landscaping and other services
for the beauty and quality of our parks and open space
GENE BREGMAN & ASSOCIATES
Chart 7
71%
67%
67%
66%
65%
60%
56%
54%
53%
G
B
C
D
A
I
F
H
E
Additional money will help the Town update and modernize police
and emergency response services and equipment
Additional money will help police
to be able to respond quickly in emergencies
All the money raised by this measure will be used herein our local community and cannot be touched by the state
Additional money would increase safety and securitythroughout the Town of Los Gatos
An independent audit with public reporting on these funds
will make sure that the money is spent properly
This money is needed because the Town has legal obligations,known as “unfunded mandates,” required by the State of Californiaresulting in expenditures that the Town must pay
If this measure is not passed, there is a good chance that another agency in Santa Clara County
may enact a sales tax increase instead, placing the Los Gatos tax rate at the maximum
allowed by state law. This would mean that Los Gatos residents will pay an increased tax
but get very little benefit from it because the money will be controlled by that agency
The Town has taken advantage of available state, federal, and private financial grants, but these funds are not enough to address all the Town’s needs. They are only asking for this tax
increase because there are not enough other sources of money available
A sales tax increase is paid by visitors to our Town, including tourists and residents
of other parts of the county, thereby reducing the tax burden on Los Gatos residents
Believable Statements In Favor of Sales Tax Measure
GENE BREGMAN & ASSOCIATES
Believable Statements Opposed to Sales Tax Measure
Chart 8
72%
71%
66%
63%
B
C
D
A
Voters have approved tax increases in 2018 and 2022.
Enough is enough
The Town has sufficient revenue
for at least the next few years;
we don’t need to increase our taxes at this time
Taxes are already too high; If the Town learned to live
within its means, we would not need to pay more taxes
We cannot trust the Town to keep its promise
to use the money properly unless the tax measure
specifically says how the money must be used
GENE BREGMAN & ASSOCIATES
Votes on One-Eighth Cent Sales Tax
Chart 9
0%
10%
20%
30%
40%
50%
60%
70%
Initial Vote Second Vote Vote AfterNegative Info
65%
57%58%
23%
31%33%
11%13%9%
Total Yes
Total No
Undecided
GENE BREGMAN & ASSOCIATES
Conclusions
Chart 10
1.Los Gatos residents are very positive towards their Town,
local government, and Departments within local government
2.Maintaining public safety (police services and wildfire
prevention) and traffic congestion are of paramount
importance to voters
3.Majority of voters are supportive of a 1/8 cent sales tax
increase for the Town
4.If the Town captures the remaining 1/8 percent of sales tax
capacity available to Los Gatos, 100% of the funds would
remain in Los Gatos
5.Not claiming the remaining sales tax capacity means a
County agency could capture the 1/8 percent and raise
sales tax for Los Gatos with potentially minimal benefit to
the Town
1
Recommended Next Steps
Phase II
May – Early June: Stakeholder Outreach, Public Information
•Provide informational toolkit (fact sheet, Q&A, website content)
•Conduct stakeholder outreach
•Send informational mailer
Late June 2024: Report to Council on Outreach/Feedback and Potential Ballot Measure Language
Incorporating polling data and stakeholder outreach feedback, NBS/GBA will:
•Make final recommendations to Town on potential ballot measure, timing, and measure language
•Assist Town staff in finalizing ordinance language and accompanying resolutions
GENE BREGMAN & ASSOC.
N = 200
Town of Los Gatos Study Time Began______
(FINAL) Time Ended______
Hello, I'm __________ from GBA, an opinion research firm. We're conducting a survey about issues that concern the
residents of Los Gatos. May I speak with ________. (MUST SPEAK WITH VOTER LISTED. VERIFY THAT THE VOTER
LIVES AT THE ADDRESS LISTED - OTHERWISE TERMINATE.) We are not selling anything and all your answers will be kept
confidential. Am I calling you on your cell phone? (IF YES, ASK): Are you in a safe place to talk? (If No, ask to make an
appointment to call back)
1.Generally speaking, how would you rate Excellent ----------------------- 47%
Los Gatos as a place to live? Is Good --------------------------- 45%
it an excellent place to live, a good place,Only fair ------------------------ 8%
only fair, or a poor place to live?Poor -------------------------------- *
DK/NA -------------------------- 0%
2.And how would you rate the overall job being done by Excellent --------------------------------- 17%
Los Gatos Town government in providing services to the Good ------------------------------------- 50%
people who live here: as excellent, good, only fair, or poor?Only fair --------------------------------- 20%
Poor --------------------------------------- 8%
DK/NA ------------------------------------ 5%
3.Next, please tell me how you would rate the job being done by each of the following organizations: as excellent, good,
only fair or poor? If you do not know enough about an organization to have an opinion, please tell me that, too.
(ROTATE)
ONLY DON'T
EXC GOOD FAIR POOR KNOW
a.Los Gatos Parks and Public Works Department ---------------------- 30% ------ 47% ------ 10% ------ 3% -------- 10%
b.Los Gatos Police Department ------------------------------------------- 32% ------ 47% ------ 13% ------ 3% -------- 5%
c.Los Gatos Community Development Department ------------------- 10% ------ 24% ------ 19% ------ 8% -------- 39%
d.Los Gatos Library Department ------------------------------------------ 49% ------ 32% ------ 5% ------ 1% -------- 13%
4.Generally speaking, would you say that the Town of Great need ------------------------- 7%
Los Gatos has a great need for more money, some Some need ------------------------ 36%
need, a little need, or no real need for more money?Little need ------------------------- 26%
No need --------------------------- 17%
(DON'T READ) DK/NA --------- 14%
5.And in general, how much need is there for additional money for each of the following in the Town of Los Gatos: a
great need, some need, a little need or no real need? (ROTATE ORDER)
GREAT SOME LITTLE NO DON'T
NEED NEED NEED NEED KNOW
a.To improve and properly maintain adequate wildfire
management services ---------------------------------------------------- 29% ------ 32% ------ 18% ------ 5% -------- 16%
b.To improve and properly maintain adequate
9-1-1 emergency response services ----------------------------------- 14% ------ 32% ------ 22% ------ 10% -------- 22%
c.To improve and properly maintain adequate police services ------ 17% ------ 35% ------ 21% ------ 13% -------- 16%
ATTACHMENT 4
GENE BREGMAN & ASSOC. (Los Gatos Study – FINAL) PAGE - 2
6. Now I’d like to read you some issues or problems facing the Town of Los Gatos that some other people have
mentioned. For each one I read, please tell me whether you think it is a very serious issue or problem, somewhat
serious, not too serious, or not at all a serious issue or problem in Los Gatos today. (ROTATE)
VERY SMWT NOT TOO NAA DON'T
SER. SER. SER. SER. KNOW
a. Traffic congestion --------------------------------------------------- 45% ------ 33% ------ 18% ------ 3% ---------- *
b. Need for more programs to protect against wildfires --------- 31% ------ 41% ------ 21% ------ 3% -------- 4%
c. Need for more affordable housing ------------------------------- 42% ------ 23% ------ 15% ------ 19% -------- 2%
d. Crime ----------------------------------------------------------------- 20% ------ 27% ------ 37% ------ 12% -------- 4%
e. Effects of climate change here in Los Gatos, such as
extreme weather, drought and flooding ------------------------ 19% ------ 37% ------ 23% ------ 17% -------- 3%
f. Condition of streets and roads ------------------------------------ 11% ------ 38% ------ 43% ------ 7% -------- 1%
g. Need to maintain police and emergency public
safety programs ----------------------------------------------------- 24% ------ 43% ------ 25% ------ 5% -------- 3%
h. Need to maintain the Town’s recreational facilities,
like parks, open spaces and trails -------------------------------- 23% ------ 35% ------ 34% ------ 7% -------- 1%
i. High cost of living --------------------------------------------------- 60% ------ 25% ------ 12% ------ 2% -------- 1%
7. This November, there may be a measure on the ballot for the Town of Los Gatos that would read as follows:
“Shall the measure to fund essential Town services such as maintaining neighborhood police patrols and 9-1-1
emergency responses; improving traffic flow to reduce congestion; repairing neighborhood streets; reducing wildfire
risks; maintaining the Town’s long term financial stability and other general revenue purposes by enacting a one-
eighth cent sales tax for twenty years, providing about one million dollars annually requiring Independent Citizens
Oversight with public review of spending and all revenues controlled locally, be enacted?”
If the election were held today on this measure, would you vote "yes," in favor of it or "no," to oppose it? (IF
YES/NO ASK:) "Is that definitely (yes/no) or probably (yes/no)?" (RECORD UNDER Q.6a, BELOW)
Definitely yes ----------------- 26%
Probably yes ------------------ 39%
Probably no ------------------- 11%
Definitely no ------------------ 12%
(DON'T READ) DK/NA ----- 11%
8. In 2018, voters in Los Gatos approved a one-eighth Yes ------------------------------------- 39%
cent sales tax increase for the Town. Do you recall hearing No -------------------------------------- 47%
about this before today? Don’t know ---------------------------- 15%
9. In 2022, voters in Los Gatos approved an increase in business Yes ------------------------------------- 42%
licenses and taxes. Do you recall hearing about this before No -------------------------------------- 45%
today? (DON’T READ)DK/NA ---------------- 13%
GENE BREGMAN & ASSOC. (Los Gatos Study – FINAL) PAGE - 3
10. Now I am going to read you a list of some of the problems that could be addressed by a measure to maintain and
improve various services provided by the Town of Los Gatos. Please tell me how important you think each one is for
the residents of Los Gatos: very important, somewhat important, not too important, or not at all important..
(ROTATE)
NOT NOT
VERY SMWT TOO AT ALL DON'T
IMP. IMP. IMP. IMP. KNOW
a. Improving vegetation management and other programs
that help reduce the risk of wildfires in our open spaces
and areas along roads --------------------------------------------------- 45% ------ 38% ------ 12% ------ 3% -------- 1%
b. Keeping up with the maintenance and the frequency of
trash pickups at local parks --------------------------------------------- 36% ------ 43% ------ 15% ------ 4% -------- 2%
c. Implementing our tree trimming programs that protect
against the damage caused by falling trees during wind
and rain storms like those we had earlier this year ----------------- 49% ------ 41% ------ 7% ------ 3% ---------- *
d. Maintaining police staffing so there is no reduction in police
patrols throughout the Town nor for the time it takes for
police to respond to 9-1-1 calls ----------------------------------------- 51% ------ 35% ------ 9% ------ 5% -------- 1%
e. Increasing street paving, pothole repair, and other street
maintenance --------------------------------------------------------------- 36% ------ 52% ------ 9% ------ 2% -------- 1%
f. Improving traffic flow to reduce congestion, especially in key
locations, such as the Highway 17 and Route 9 area --------------- 64% ------ 28% ------ 6% ------ 2% ---------- *
g. Keeping up with replacing police vehicles and other
emergency response equipment --------------------------------------- 32% ------ 44% ------ 13% ------ 9% -------- 3%
h. Improving needed maintenance of our sewers, stormwater
system, and other infrastructure facilities ---------------------------- 43% ------ 43% ------ 10% ------ 3% -------- 1%
i. Maintaining the landscaping and other services for
the beauty and quality of our parks and open space --------------- 26% ------ 48% ------ 18% ------ 7% -------- 1%
j. Improving park services, such as adding clean and
modern restrooms where needed and bringing
children’s playgrounds up to current safety standards ------------- 37% ------ 43% ------ 15% ------ 5% -------- 1%
k. Maintaining and improving our libraries with up-to-date
technology and enhanced materials and collections ---------------- 33% ------ 39% ------ 19% ------ 7% -------- 2%
GENE BREGMAN & ASSOC. (Los Gatos Study – FINAL) PAGE - 4
11. Now I would like to read you some statements that may be made by some people in favor of a measure to raise
money for essential services in the Town of Los Gatos. Please tell me whether you find each statement to be very
believable, somewhat believable, or not too believable. (ROTATE ORDER)
NOT
VERY SMWT. TOO
BEL. BEL. BEL. DK/NA
a. All the money raised by this measure will be used here in our
local community and cannot be touched by the state ------------------------ 27% ------------ 38% ------ 21% ------ 14%
b. Additional money would increase safety and security throughout the
Town of Los Gatos ------------------------------------------------------------------ 24% ------------ 43% ------ 22% ------ 11%
c. An independent audit with public reporting on these funds will
make sure that the money is spent properly ----------------------------------- 22% ------------ 45% ------ 25% ------ 8%
d. Additional money will help police to be able to respond
quickly in emergencies ------------------------------------------------------------- 27% ------------ 39% ------ 28% ------ 6%
e. A sales tax increase is paid by visitors to our Town, including
tourists and residents of other parts of the county, thereby
reducing the tax burden on Los Gatos residents ------------------------------ 18% ------------ 35% ------ 41% ------ 6%
f. If this measure is not passed, there is a good chance that another
agency in Santa Clara County may enact a sales tax increase
instead, placing the Los Gatos tax rate at the maximum allowed
by state law. This would mean that Los Gatos residents will pay
an increased tax but get very little benefit from it because the
money will be controlled by that agency ---------------------------------------- 23% ------------ 33% ------ 27% ------ 17%
g. Additional money will help the Town update and modernize police
and emergency response services and equipment ---------------------------- 27% ------------ 44% ------ 19% ------ 10%
h. The Town has taken advantage of available state, federal, and
private financial grants, but these funds are not enough to address
all the Town’s needs. They are only asking for this tax increase
because there are not enough other sources of money available ---------- 15% ------------ 39% ------ 36% ------ 10%
i. This money is needed because the Town has legal obligations,
known as “unfunded mandates,” required by the State of
California resulting in expenditures that the Town must pay ---------------- 25% ------------ 35% ------ 28% ------ 13%
12. Now that you’ve learned more about the one-eighth percent sales tax increase to improve public safety and other
essential services in the Town of Los Gatos, if the election were held today on this measure, would you vote "yes," in
favor of it or "no," to oppose it? (IF YES/NO ASK:) "Is that definitely (yes/no) or probably (yes/no)?
Definitely yes ----------------- 17%
Probably yes ------------------ 40%
Probably no ------------------- 17%
Definitely no ------------------ 14%
(DON'T READ) DK/NA ----- 13%
GENE BREGMAN & ASSOC. (Los Gatos Study – FINAL) PAGE - 5
13. Now I would like to read you some statements that may be made by some people who are opposed to a measure to
raise money for essential services in the Town of Los Gatos. Please tell me whether you find each statement to be
very believable, somewhat believable, or not too believable. (ROTATE ORDER)
NOT
VERY SMWT. TOO
BEL. BEL. BEL. DK/NA
a. The Town has sufficient revenue for at least the next few years;
we don’t need to increase our taxes at this time ------------------------------ 27% ------------ 36% ------ 26% ------ 11%
b. Voters have approved tax increases in 2018 and 2022.
Enough is enough------------------------------------------------------------------- 36% ------------ 36% ------ 21% ------ 7%
c. Taxes are already too high; If the Town learned to live
within its means, we would not need to pay more taxes -------------------- 35% ------------ 36% ------ 24% ------ 5%
d. We cannot trust the Town to keep its promise to use the
money properly unless the tax measure specifically says how
the money must be used ---------------------------------------------------------- 37% ------------ 29% ------ 26% ------ 8%
14. And now for one final time, now that you’ve learned more about the one-eighth percent sales tax increase to improve
public safety and other essential services for the Town of Los Gatos, if the election were held today on this measure,
would you vote "yes," in favor of it or "no," to oppose it? (IF YES/NO ASK:) "Is that definitely (yes/no) or probably
(yes/no)?
Definitely yes ----------------- 18%
Probably yes ------------------ 40%
Probably no ------------------- 21%
Definitely no ------------------ 12%
(DON'T READ) DK/NA ------ 9%
Now for some background questions so we can be sure we have a good representation of the population.
15. Do you own or rent your home? Own home ---------------------------------------- 69%
Rent ------------------------------------------------ 24%
(DON'T READ) Refused ------------------------ 7%
16. Are there any children under the Yes ------------------------------------------------- 37%
age of 18 living in your household? No -------------------------------------------------- 59%
DK/NA ---------------------------------------------- 4%
17. For about how long now have you Ten years or less --------------------------------- 30%
lived in Los Gatos? Eleven to twenty years -------------------------- 26%
More than 20 years ------------------------------ 43%
Refused --------------------------------------------- 1%
Date_____________________________
Interviewer__________________________
Verified by__________________________ Page_____________________
Gender Male ------------------------------------------------ 45%
Female --------------------------------------------- 49%
Blank ------------------------------------------------ 6%
GENE BREGMAN & ASSOC. (Los Gatos Study – FINAL) PAGE - 6
Party Affiliation: Democrat ------------------------------------------ 50%
Republican ---------------------------------------- 21%
Independent/No Party/Others ----------------- 30%
Age: 18-24 ----------------------------------------------- 8%
25-29 ----------------------------------------------- 5%
30-34 ----------------------------------------------- 3%
35-39 ----------------------------------------------- 6%
40-44 ----------------------------------------------- 6%
45-49 ----------------------------------------------- 9%
50-54 ----------------------------------------------- 8%
55-59 ---------------------------------------------- 11%
60-64 ---------------------------------------------- 13%
65+ ------------------------------------------------ 31%
Voting History: 11/22 ---------------------------------------------- 73%
6/22 ------------------------------------------------ 50%
9/21 ------------------------------------------------ 75%
11/20 ---------------------------------------------- 88%
3/20 ------------------------------------------------ 62%
11/18 ---------------------------------------------- 69%
6/18 ------------------------------------------------ 45%
11/16 ---------------------------------------------- 68%
Interview completed by: Email ------------------------------------------------ 1%
Text ------------------------------------------------ 56%
Cell phone ----------------------------------------- 39%
Landline phone ------------------------------------ 4%