Community PollFairbank,.
Maslin,
Maullin &
Associates
Opinion Research &
Public Policy Analysis
TO:Debra Figone,Town Manager,Town of Los Gatos
Pamela Jacobs,Assistant Town Manager,Town of Los Gatos
FROM:..Dave Metz and Molly O'Shaughnessy
Fairbank,Maslin,Maullin &Associates
RE:Key Findings From Los Gatos Voter Survey
DATE:January 30,2007
Fairbank,Maslin,Maullin &Associates (FMM&A)recently completed a voter survey in
the Town of Los Gatos to assess voter attitudes toward Town services and test the
feasibility of a bond measure to fina.ri.ce improvements to public facilities.1 Overall,the
survey showed that Town voters are highly pleased with conditions in the community and
the operation of Town government.They do not see a pressing need for additional
funding for public services.Perhaps as a result,though a clear majority of local voters
support a proposed bond measure to fund improvements to Town facilities,that support
falls short ofthe required two-thirds majority.
Accordingly,;we recommend that the Town undertake additional public education and
.outreach before placing such a bond measure before voters.Only one voter in ten
currently has significant awareness of the Master Plan for improvements to the Civic
Center and Library..Voters will need to understand more about the need for
improvements to public faciFties in Los Gatos if they are to offer supermajority support
for investments in those improvements
1 Methodology:From January 23-25,2007 FMM&A completed 400 telephone intervie~s with registered
voters in Los Gatos likely to cast ballots in November 2008.The margin of sampling error for the full
sample is +/-4.9%;margins pf error for subgroups within the sample are higher.
Suite 1290
94612
(510)451-9521
(510)451-0384
1999 Harrison Street
Oakland,CA
Phone:
Fax:
2425 Colorado Avenue Suite 180
Santa Monica,CA 90404
Phone:(310)828-1183
Fax:(310)453-6562
Key Findings From.Gatos Voter Survey -January 2007
Key specific findings from the survey include the following:
Page 2
•Voters have highly positive feelings about the community and about Town
services.In evaluating the general direction of the community,the perfonnance of
Town government and the financial management of the Town,voters offer strongly
positive evaluations.
•Few local issues concern large numbers of Los Gatos voters.No single issue was
as the "most serious problem"in Los Gatos by more than 12 percent of survey
respondents.No more than about one-third of local voters see a "great need"for
additional funding for any of a number of major public services.
•While most voters support a-bond measure to build a li6rary,community center
and police station,that support falls below the required two-thirds threshold.
While voters support a potential bond measure by nearly a two-to-one margin -with
57 percent "yes"and 31 percent "no"-this support falls below the two-thirds
.threshold required for approval of bond measures.
•Library services are voters'top priority ~mong potential uses of bond funds.
Voters are most likely to see the public library as in need of additional funding than
other services.Voters rate a new library as a higher priority than a community center
or police facility as a potential use of funds from a bond measure.
•Voters are concerned about the potential tax impact of a bond measure.Support
for a potential bond measure declines significantly when voters hear the tax impact of
the measure.
•Voters are more inclined to support a bond measure if it includes specific fiscal
accountability provisions.Provisions that require audits,a citizens'oversight
committee,senior citizen deferrals and provisions that emphasize that bond funds
cannot be spent on salaries will help increase support for a bond measure.
The balance of this memo explores these and other key findings in more detail.
Voters have highly positive feelings about the community and about Town services.
To explore underlying attitudes that might affect voter support for a bond measure,the
survey asked voters general questions about the direction of the Town and the quality of
Town services.The results show a high level of voter satisfaction with Los Gatos and the
job being done by Town government.
Thirty five percent of voters say that things in Los Gatos are headed in the right direction
over the last two years,compared to only 10 percent who say they are headed in the
Fltirbunli,
Maslin,
Maullin &
Associales
Key Findings From.Gatos Voter Survey -January 2007 Page 3
wrong direction.Nearly half of voters say things in Los Gatos have not changed much
over the last two years.
Voters also feel positively about the quality of Town services.Nearly four out of five
(79%)say the Town is doing an "excellent"or "good"job in providing services,
compared to only 16 percent who say the Town is doing a "fair"job and only 4 percent
who say the Town is doing a "poor"job.See Figure 1 for detailed results.
Figure 1:Job Rating for Town of Los Gatos in Providing Services
Excellent
Good
Just fair
Poor job
Don't Know
I~i}Total
I---,....,...,...-,....,...,...-"---,....,...,...-,....,...,...-,....,...,...---'--------,!79%
5~%
~----'-~~-,O~-~-__,_-------J I
I
16%}Total
~'-"-'-''-''-'-'~!20%
I
I
0%20%40%60%80%
These results are consistent with results of the 2003 Los Gatos resident satisfaction
survey,which found that nine in ten residents were "very"or "somewhat"satisfied with
the job the Town was doing to provide services.
Voters were also asked to rate the Town's job performance in managing the Town's
budget and finances.Six in ten voters say the Town is doing an "excellent"or "good"job
of financial and budget management (as shown in Figure 2 on the following page),one
of the highest positive responses we have observed in dozens of recent surveys across the
state.This result is also consistent with the 2003 resident survey,which found that 56
percent of residents were "very"or "somewhat"satisfied with the Town's performance in
managing its finances.
FfliJ'/Ulnli,
JlflsllJl,
J'fauffin &
Associafes
Kev Findings From 1 Gatos Voter Survey -January 2007 Page 4
Figure 2:Job Rating for the Town of Los Gatos in Financial Management
Excellent
Good
12%i
}
:rotal
:60%
48%!
I
Just fair
Poor job
Don't Know
1~%}Total .
1--"-'---'--'---'-"':""AI 01!~I 10
I
I
1----------,I
!19%
0%20%40%60%80%
Few localissues concern large numbers ofLos Gatos voters.
Survey respondents were asked,in an open-ended.question,to name the most serious
problem facing the Town of Los Gatos.There was remarkably little consensus on any
major problem."Too .much growth and development"was cited as the most important
problem by 12 percent of voters,and no other single issue was named by more than ten
percent of those polled.The second-most corrimon response,offered by eight percent of
voters,was "nothing."The cost of housing,the quality of the public schools,and the need ..
for more growth and development were each named most important by six percent of
voters surveyed
Issues relating to crime,public facilities or parking seem to be relatively low-level
concerns.When asked how much need they see for additional funding for Town services,
less than one-third of voters see a "great need"for additional funding for any service but
street maintenance.See Figure 3 on the following page for detailed results.
Fairhank,
i1las!in,
MlwJlin &
Associates
Key Findings From .Gatos Voter Survey -January 2007 Page 5
Figure 3:Perceived Need for Funding for Public Services _
•Great Need 0 Some Need lEI Little Need •No Need 0 Don't Know
Street and road maintenance
Public libraries
Public schools
..Neighborhood parks
Services for seniors
Police protection
0%20%40%60%80%100%
Moreover,when the survey offered voters a list of specific ways money from a potential
bond measure might be used,none was rated as "extremely important"by more than one
in five voters (as shown in Figure 4).In short,.Los Gatos voters perceive neither an
urgent problem facing the community nor a significant inadequacy in funding for public
services that needs to be addressed.
Figure 4:Perceived Importance of Various Potential Uses of Bond Funds
Extremely Very Total
Use of Bond Funds Extremely/Imp.Imp.Very Imp.
Ensuring that disabled people have equal access to the 20%40%60%library,community center and Town Hall
Ensuring adequate facilities for police 9-1-1 dispatchers to 17%38%55%improve emergency response
Expanding children's reading areas in the library 11%30%41%
Adding new computer areas in the library for research,11%28%39%Internet access and technology education
Expanding parking areas for the library and civic center ·11%24%35%area
FairhunA.
ilfasliu,
Miwllill &
Associates
Key Findings From.Gatos Voter Survey -January 2007 Page 6
Extremely Very Total
Use of Bond Funds Extremely/,.Imp.Imp.Very Imp.
Expanding space for books to accommodate a larger book 10%33%43%collection at the Library
Creating a central,one-stop customer service area for 10%26%36%residents to access all Town services and information
Upgrading computer technology to improve customer 9%19%28%service at Town Hall
Improving the safety of crime victims and witnesses by 7%23%30%building separatejnt~rview rooms for victims ?TId §llsp~ct~
-~---------
Adding group study areas for students at the library 7%23%30%
Upgrading and repairing public restrooms at the library 5%16%21%and Town Hall facilities
Building more secure storage for crime evidence,weapons 5%14%19%and ammunition at the police facility
Improving entrances,signs and walkways so residents can 5%14%19%find the right Town office more easily
Building facilities for community events,programs and 3%17%20%meetings
While most voters support (or a bond measure to build a library,community center and
police station.that support falls below the required two-thirds threshold.
Survey respondents were read the following potential ballot language for a $95 million
bond measure to fund capital improvements to the Civic Center,including a new library,
community center and police station,and asked how they would vote on such a measure:
Los Gatos Public Library,Community Center,and Public Safety
Measure.To build a library with updated computer technology,expanded
space for books and children's reading areas;a community center for
.meetings,events and senior activities;and a Police facility safer for crime
victims and better equipped for emergency response;and to improve
disabled access and expand parking for these faCilities;shall the Town of
Los Gatos issue 95,000,000 dollars in general obligation bonds,with
annual financial audits and independent oversight?
As illustrated in Figure,5,voters support the proposed bond measure by nearly a two-to-
one margin,with 57 percent voting "yes,"31 percent voting "no,"and 12 percent
Fitirbun!i,
Muslin,
111i1ullin &
Associates
Kev Findings From _Gatos Voter Survey -January 2007 Page 7
undecided.Thirty-one percent of voters say they would "definitely"-vote "yes,"
compared to only 19 percent who say they would "definitely"vote "no."However,
support for the bond falls well short of the required two-thirds vote.
Figure 5:Initial Support for $95 Million Bond Measure
Definitely Yes
Probably Yes
Undecided,Lean Yes
31%
}
Total
Yes
570/0
-~--~.-----
Undecided,Lean No
Probably No
Definitely No
Undecided 12%
I .
19%
}
Tol.al
.No
I
400/0
0%10"..20%30%40%
These results are consistent with the 2003 resident satisfaction survey,in which residents
were asked whether they would support a ballot measure increasing taxes to pay for
different Town facilities and services.The questions were asked quite differently in the
resident survey,without a detailed description of the financing mechanism or the planned
use of funds.However,the results were generally similar:in 2003,residents were evenly
divided on hypothetical measures to fund anew library (47%"yes"to 45%"no"),police
services (49%"yes"to 42%"no)"and improvements to buildings at Town Hall (31%
"yes"to 56%"no").
The aggregate amount of the bond appears to have little impact on voter support.In a
follow-up question,survey respondents were asked in sequence how they might vote on
smaller bond measures of $80 million,$50 million and $30 million.Even at a bond of
$30 million,the "yes"vote only reached 61 percent -a-net increase of four points.
Library services are voters'top priority among potential uses ofbond funds.
The results of the survey show quite clearly that public library facilities and services are
seen as the most important potential use of bond funds.Voters Were·asked to rate the·
need for additional funding for a variety of public services in Los Gatos 9as shown above
in Figure 3).More vot~rssaid that public libraries need additional funding than said the
Fa iJolJllI1 Ii._
I11aslil1,
/'dau llifl &
Associates
Kev Findings From.Gatos Voter Survey -January 2007 Page 8
same for any other service tested.Thirty-two percent of voters see a "great need"for
additional funding for libraries,while only 12 percent say the same for police protection.
Voters were also asked whether a library,community center or police station is the "most
important"use of bond funds.A 45 percent plurality of voters rank a larger library as the
top priority for use of bond funds,while 26 percent choose a larger police building and
19 percent choose a community center.See Figure 6 for voters'prioritization of possible
projects to be funded by a bond measure.
Figure 6:Voter Priorities for Use of Bond Funds
_1st Choice iill2nd Choice
r-------.----------------,,--,,,..........-----,~~="1------------
Library
Police facility
Community center
TOTAL
77%
47%
61%
0%20%40%60%80%
Voters are concerned about the potential tax impact ofa bond measure.
In a follow-up question,the survey described the tax impact on individual homeowners of
various bond amounts,and asked respondents how they would vote knowing the potential
cost for local homeowners.This cost information had a negative impact on support for a
bond measure:the measure only received 50 percent support at the cost level of $30 per
$100,000 of assessed value (which corresponds roughly to a $30 million dollar bond
measure),and lower levels of support at higher costs.
Voters are more inclined to support a bond measure if it includes specific fiscal
accountability provisions.
The survey gave voters a list of fiscal accountability provisions that could be included in
a Town of Los Gatos b<:md measure,and asked whether each one made them more likely
to support the measur:e.All four provisions tested received a strong positive response
Fairhanli.
J1aslifJ,
J1auflin&
Associates
Kev Findings From...Gatos Voter Survey -January 2007 Page 9
from voters.More than two-thirds of voters said they would be more likely to support a
bond measure that included annual independent audits,a citizens oversight committee,
low-income senior exemptions,or an explicit prohibition on spending the funds on Town
salaries.See Figure 7 for detailed results..
Figure 7:Impact of Fiscal Accountability Provisions on Voters'Likelihood to
Support a Bond Measure
Total Much Somewhat
Provision More More More
Likely Likely Likely
~.Expen~~tur~s ~oul~be ~subj~ct tS>~}l~,-.-7!J%..-43%····-.-34%~
independent financial audits
An independent committee of Los Gatos 68%30%38%citizens would review all expenditures
Low-income senior citizens could choose to
defer or delay payment of the additional 67%34%33%
property taXes until their home was sold
None of the bond funds could be spent on 65%40%25%salaries for Town employees
Conclusion
Overall,the survey results indicate that current levels of voter support for a potential
bond measure are not sufficient for the Town of Los Gatos to move forward with bond
measure in 2007.Instead,the results show need for continued public outreach about the
Master Plan,the condition of Civic Center facilities,and the need for improvements.
Few voters were familiar with the Master Plan (only ten percent had heard even "a fair
amount"about it),but as voters were provided with more information about the Town's
needs over the course of the survey,they indicated that much of the information made
them more inclined to support a bond measure.These findings suggest that additional
information may:help build support for Town facility improvements.
At the same time,even with an extensive program of public outreach,voters'concern
about the potential costs of a bond measure may work to limit their support.
Accordingly,it will be important forthe Town to take"steps to minimize the cost of the
measure.Library improvements,which voters generally rate as their highest priority for
use of funds,should be a central focus of a potential bond measure.
Accordingly,our recommendation is for the Town to structure a bond measure that
minimizes costs,undertake a careful program of education,and then re-evaluate public
support for a bond measure in preparation for a potential election in 2008.
Fail'bunii,
[,,[aslili,
Maullin &
Associates
FAIRBANK,MASLIN,MAl IN &ASSOCIATES
Interviewer---------------
JANUARY 23-25,2007
Station -------'---------
Time Began Time Finished-----------------Total Time -~-----
Gender:Male -------Female ~---,-----Party:Dem -----'---Rep -----
TOWN OF LOS GATOS BALLOT MEASURE SURVEY
JOB #220-2260 WT
N=400
~------~-----H-eHo,r'm--------,-----._---froril-·F-MM-A-,--a -·pu6Hc·opinion-re"se-arcF'-"c"6mpany .-·We're --con-duciing --a-public -------.-~-
opinion survey about some important issues that concern residents of Los Gatos.I.am not trying
to sell you anything and I will not ask you for a donation or contribution of any kind.May I please
speak to ?(MUST SPEAK TO VOTER LISTED.·VERIFY THAT THE VOTER LIVES AT
THE ADDRESS LISTED;OTHERWISE,TERMINATE.)
1.First,I'm going to describe several different types of elections.After I describe each one,
please tell me if you vote in every election of that type,most of them,some,a few or do
you not vote in that type of election?(DO NOT ROTATE)
EVERY MOST SOME NONE (DK/NA)
a.Statewide November
general elections ------------------83 %--------15 %---------2%----------0%--------TERM ----TERM
b.Statewide June primary
elections -----------------------------65 %--------15%---------7%----------4%----------9%--------0 %
c.Local elections,like those
for Town Council or
school board------------------------60 %--------15%--------10%---------5%----------8%--------1%
2.Would you say that things in Los Gatos have been moving in the right direction,in the
wrong direction,or have not changed much over the last two years?
Rig ht dire ct ion ~-------------------------------35 %
Wrong direction ------------------------------1 0 %
Not changed much --------------------------48 %
(DON'T KNOWINA)---------------------------7 %
FAIRBANK,MASLIN,MAULLIN &ASSOCIATES 220-2260-WT Page 2
3.Next,what do you think is the most serious problem facing the residents of Los Gatos that
you would like to .see th.e town government do something about?(DO NOT READ OPTIONS
-OPEN-END;ACCEPT ONLY ONE RESPONSE)
Growth and development/too much ----------------------12 %
N oth ing/no pro bIems ---------------------------------------------8%
Housing costs/lack of affordable housing -----------------6 %
Ed uc ati on /pubIic sch 00Is ----------------------------------------6%
Growth and development/not enough ----------------------6 %
Traffic and congestion -------------------------------------------5 %
Tow n bud 9 et ----------------------..:--------------------------------_4 %
Pa r ki ng/not en 0 ugh -----------------------------------~-----------4%
R0 ad mai nte nan ce /re pa i rs --------------------------------------4 %
Cuts to local/Town programs----------------------------------3 %
Dr ug s ------------------------------------------------------------------3 %
~~-~--~~-----~----~--~----~-------Government wasteTmismanagement---=-.:.:..~--:------.:.-=.:.-3-%---~------~
Health care/cost of health care -~.:----------------------------3%
Crime ------------------------.:.----------------~--------------------:..---2%
Emergency /disaster preparation ------------------.------~-----2%
Activities for teens/kids/more parks ------------------------2 %
Taxes to 0 hi gh ------------------------------------------------------2%
Jobs /eco nomy ------------------------------------------------------1 %
Trash around businesses/Trash on streets..:---------------1 %
Overdevelopment/Building or remodeling in town ----~-1 %
Keep small businesses -------------------------------------------1 %
Less restrictions on homeowners and businesses------1 %
Police protection ---------------------------------------------------0 %
Fire safety/services -----------------------------------------------0 %
Water qual ity/drinking water ----------------------------------0 %
(DK/NA)----------------------------~--------------------------------11 %
(OTHER)(SPECIFY)6%
4.Have you heard or read anything recently about a Master Plan for possible changes or
expansions to the Los Gatos Library and Civic Center?(IF YES,ASK:)Have you heard a lot,
a fair amount,or just a little?
Yes,heard a lot ------------------------------------------3 %
Yes,heard a fair amount------------------------------7 %
Yes,heard a Iittl e --------------------~-----------------28%
No,haven't heard anything ------------------------61 %
(0 K/N A)---------------------------:-------------------------.:0 %
FAIRBANK,MASLIN,MAULLIN &ASSOCIATES 220-2260-WT Page 3
NOW I WOULD LIKE TO ASK YOU ABOUT A BALLOT MEASURE THAT MIGHT APPEAR IN AN
UPCOMING TOWN OF LOS GATOS ELECTION.
5.The ballot measure reads:
"Los Gatos Public Library,Community Center,and Public Safety Measure.To build a library
with updated computer technology,expanded space for books and children's reading areas;
a community center for meetings,events and senior activities;and a Police facility safer for·
crime victims and better equipped for emergency response;and to improve disabled access
and expand parking for these facilities;shall the Town of Los Gatos issue 95,000,000
dollars in general obligation bonds,with annual financial audits and independent oversight?"
if the election were held today,would you vote yes in favor of this ballot measure or no to
oppose it?(IF YES/NO ASK):"Is that definitely (YES/NO)or just probably (YES/NO)?"(IF
__UNDECIDED,_ASK:t Well,_do_YQuJeao_towardsyoJing.yesorno?__..----------_.-----.---
Definitely yes :---------------------------------31 %
Probably yes------------------L ---------------20 %
.Undecided,lean yes -------------------------6%
T0 TAL YES ------------------------------------57%
Undecided,lean no----------------------------2 %
Probably no ----------------------------------~-10 %
Definitely no-----------------------------------19 %
TOTAL NO -------------------------------------31 %
(DON'T READ)Need more info ---------11 %
(DON'T READ)DK/NA -----------------------1 %
(ASK 06 ONLY IF YES/NO IN 05)
6.Why would you vote_(YES/NO)on this measure?(OPEN-END;RECORD VERBATIM
RESPONSE BELOW)
a.Yes
Library is outdated/needs updating ------------------------44 %
It is need ed (g enera I)--------~----------------------------------3 7 %
Wi II improve the com m un ity --------------------------~------23%
New police building is needed---------------------------------6 %
Will improve public services --------:.--------------------------4%
Parking improvements needed --------------------------------3 %
o the r -------------------------------------------------------------------3%
N oth ing/D K/Refused ----------------------------------------------2%
b.No
No need/Happy with way things are----------------------42 %
Costs too much --------------------------------------------------24%
Would raise taxes ------------------------------------~----------10%
Don't use the services -------7-----------------------------------5 %
Police do not need new building-----------------------------:-2 %
Othe r -----------------------------------------------------------------21 %
N oth ing/D K/Refused ----------------------------------------------2%
FAIRBANK,MASLIN,MAULLIN &ASSOCIATES 2'O-2260-WT Page 4
(RESUME ASKING ALL RESPONDENTS)
7.What if the·Town of Los Gatos bond measure that I just described to you were for
(READ EACH,RECORD),instead of 95 million dollars?If that were the------
case,would you vote yes in favor of it,or no to oppose it?(IF YES/NO,ASK:)"Is that
definitely (YES/NO)or just probably?"(IF UNDECIDED,ASK:)Well,do you lean towards
voting yes or no?
(SPLIT C READ TOP TO BOTTOM,IF CODE 1 "DEF YES"ON HIGHER AMOUNT,SKIP
LOWER AMOUNTS AND CODE AS "DEF YES")
SPLIT D READ BOTTOM TO TOP,IF CODE 6 "DEF NO"ON LOWER.AMOUNT,SKIP
HIGHER AMOUNTS AND CODE AS DEF NO")
DEF PROB
YES
11:1\1\1........-...1 I:1\1\1......,."..PROS DEF
NO NO
(DK/
NA)
(DO NOT ROTATE -SPLIT C)~__~~_____
-----------a~--·86 million-doTfars--=~::-~=--~--':-~-29%=-------21%---------7 %----------2 %------~---7%------20%------15 %
b.50 m iIii 0 n doll ars ---------------37 %--------17%---------6%----------2%----------6%------19%------13%
c.30 million dollars---------------38 %--------1 7 %---------6 %----------2 %----------5 %--~---17 %------15%
NEXT,I'M GOING TO ASK YOU ABOUT THE IMPACT OF A POSSIBLE BOND MEASURE ON
YOUR PROPERTY TAXES.PROPERTY TAXES ARE BASED ON THE ASSESSED VALUE OF YOUR
HOME,WHICH IS BASED ON WHAT YOU PAID FOR YOUR HOME,NOT THE MARKET VALUE.
YOUR CURRENT ANNUAL PROPERTY TAXES ARE APPROXIMATELY ONE PERCENT OF YOUR
HOME'S ASSESSED VALUE.SO IF YOU NOW PAY ABOUT SIX THOUSAND DOLLARS PER YEAR
IN PROPERTY TAXES,YOUR HOME'S ASSESSED VALUE IS ABOUT SIX HUNDRED THOUSAND
DOLLARS.
8.Suppose that this bond measure to build a library,community center anc~a police facility·
and expand parking resulted in an annual property tax increase of (READ
EACH,RECORD)per 100 thousand dollars of assessed value.Would you vote yes in favor
of it or no to oppose it?(IF YES/NO ASK):"Is that definitely (YES/NO)or just probably
(YES/NO)?"(IF UNDECIDED,ASK:)Well,do you lean towards voting yes or no?
(SPLIT C READ TOP TO BOTTOM,IF CODE 1 "DEF YES"ON HIGHER AMOUNT,SKIP
LOWER AMOUNTS AND CODE AS "DEF YES")
SPLIT D READ BOTTOM TO TOP,IF CODE 6 "DEF NO"ON LOWER AMOUNT,SKIP
HIGHER AMOUNTS AND CODE AS DEF NO")
DEF
YES
PROB
YES
LEAN
YES
LEAN
NO
PROB DEF
NO NO
(DK/
NA)
(DO NOT ROTATE)
a.95 dollars per year ------------14 %--------1 0 %---------4 %----------4 %---------1 3 %-----49 %-------6%
b.80 dollars per year --------~---1 5 %--------11 %---------4 %----------2 %---------1 5 %-----46 %-------7%
c.50 dollars per year ------------22 %--------14%---------3 %----------3 %---------13 %-----40%-:------6%
d.30 dollars per year -----.------28 %--------18 %---------4%----------3 %---------10%-----33 %-------5%
FAIRBANK,MASLIN,MAULLIN &ASSOCIATES 2'O-2260-WT Page 5
9.The final structure of this bond measure has not been determined,and the Town of Los
Gatos is considering a number of alternative proposals.I am going to read you brief
descriptions of a few alternative bond measures;only one of them may ·ultimately be
.placed on the ballot.After I read a description of each alternative,please tell me whether
you think you would vote yes in favor of it,or no to oppose it.(IF YES/NO ASK):"Is that
definite.ly (YES/NO)or just probably (YES/NO)?"(IF UNDECIDED,ASK:Well,do you lean
towards voting yes or no ?)(ROTATE)
DEF
YES
PROB
YES
LEAN
YES
LEAN
NO
PROB
NO
DEF
NO
(DK/
NA)
[la.An 80 million dollar
bond measure to build
a library and
community center and
exp and ed pa rki ng --------------23%--------22%---------5%----------3%---------1 5%-----26 %-------4 %
-~~.--~·~nb.·_:--A 20 millibl1dollarbond-···-------.-~---~~--------._...~._.~._.-..__._..-..-
measure to build a
police faC?ility and
expanded parking--------------18 %--------29 %---------5 %----------4%---------15 %-----23 %-------5%
NOW I WOULD LIKE TO ASK YOU SOME OTHER QUESTIONS ABOUT ISSUES IN LOS GATOS.
10.Overall,how would you rate the job being done by the Town of Los Gatos in providing
services and taking care of the needs of local residents?Would you say the Town of Los
Gatos is doing an ...?
Ex cell e nt ---------------------------------------23%
Good ---------------------------------------------56%
Just fair,or ------------------------------------1 6%
Poor job -------------------------------------------4 %
(DON'T KNOW/NA)---------------------------1 %
11.And how would you rate the job being done by Town government in managing the Town's
budget and finances?Would you say the Town of Los Gatos is doing an ...?
Excellent ----------------------------------------1 2%
Good -----·----------------------------------------48 %
Just fair,or ------------------------------------16 %
Po 0 r job -------------------------------------------5%
(DON'T KNOW/NA}-------------------------19%.
12.I am going to read a short list of public services in ~he Town of Los Gatos.For each one,
please tell me if you think it has a great need for additional funding,some need,a little
need or no real need for additional funding.(ROTATE)
GREAT
NEED
SOME
NEED
LITTLE
NEED
NO
NEED
(DON'T
READ)
DK/NA
[la.Police protection -----------'---------------------12%--------37 %----------23 %-------25 %------------4 %
[lb.Public libraries ---------~-~-----------------------32%--------38%----------11 %-------15%------------4%
[lc.Neighborhood parks ---------------------------1.4%--------38%----------19%-------27%------------2%
[ld.Services for seniors----------------------------13%--------37%----------14%-------16%-----------19%
[le.Public schools------------~-----------------------20%--------34%----------13%-------26%------------7%
[If.Street and road maintenance---------------34%--------39%----------15%-------12%------------0%
FAIRBANK,MASLlN,MAULLIN &ASSOCIATES 220-2260-WT Page 6
NOW I WOULD LIKE TO ASK YOU A FEW MORE QUESTIONS ABOUT THE POTENTIAL TOWN OF
LOS GATOS BALLOT MEASURE I DESCRIBED EARLIER:A 95 MILLION BOND MEASURE TO
BUILD A LIBRARY,COMMUNITY CENTER AND A POLICE FACILITY,AND EXPAND PARKING FOR
THOSE FACILITIES.
13.I'm going to read you a list of three primary ways that the money from this measure might
be used.Regardless of how you might be voting on the measure,please tell me which of
the three items you think is the most important use of money from the measure.(ROTATE)
(FOLLOW UP BY ASKING:And which do you think is the second-most important?)
FIRST
CHOICE
SECOND
CHOICE
[ ]Building a larger library with updated computer
technology,sp'ace for an expanded book collection,
_~.__.jmPrQ\L~~:L[e.9d.Ll1gareasJQLChildren andexpande_d_parking_-_-.-=--_----45_%__-=-__-.,.,.,...,--~.,=-="-~"-22%----_.
[ 1 Building a community center with space for'
meetings,community events,senior activities and
expa nd ed parkin g --------------------------------------------------------------------19%-----------------------4 2%
[ 1 Building a larger police building with safer areas for
crime victims and witnesses,improved facilities for
emergency dispatch and expanded parking --------------------------------26 %-----------------------21 %
(DON'T READ)
(ALL)-------------------------------------------------------'--------------------------------2 %-------------------------2 %
(N 0 NE)------------------------------------------------------------------------------------6 %-------------------------8 %
(DON'T KN 0 W INA)------------------------------------------------------'-------------2 %-------------------------4 %
14.Next,I am going to read you a list of specific projects that could be funded by this bond
measure.As I read each one,please tell me how important it is to you:extremely
important,'very important,somewhat important,or not important.(ROTATE)
EXT
IMPT
VERY
IMPT
SMWT
IMPT
NOT
IMPT
(DON'T
READ)
DKINA
[la.Ensuring adequate facilities for police 9-1-1
dispatchers to improve emergency response ------------17 %----38%------29%---12 %--,-----4%
[lb.Expanding parking areas for the library and civic
center area----------------------------------------------------------:.11 %--'--24 %------41 %---21 %-------2%
[lc.Improving the safety of crifDe victims and
witnesses by building separate interview rooms
for victims and suspects -----------------------------------------7 %-----23 %------39 %---23 %-------8%
[ld.Building facilities for community events,
programs and meetings-------------------------------------------3%-----17 %------47%---31 %-------2%
[le.Ensuring that disabled people have equal access
to the library,community center and Town Hall--------20%----40%------27%---12%-------1 %
[]f.Expanding children's reading areas in the library -------11 %----30%------34%---24%-------1%
[19.Building more secure storage for crime evidence,
weapons and ammunition at the police facility ----------5%-----14%------39%---29%------13%
[lh.Adding group study areas for students at'the
lib rary -------------------------------------------------------------------7%-----23 %------39 %---28 %-------2%
FAIRBANK,MASLIN,MAULLIN &ASSOCIATES 220-2260-WT Page 7
EXT
IMPT
VERY
IMPT
SMWT
IMPT
NOT
IMPT
(DON'T
READ)
DK/NA
[li.Upgrading and repairing public restrooms at the
library and Town Hall facilities---------------------------------5%-----16 %------46 %---24%-------9%
[lj.Improving entrances,signs and walkways so
residents can find the right Town office more
eas i1y--------------------------------------------------------------------5%-----14%------43 %---37%-------1%
[lk.Adding new computer areas in the library for
research,Internet access and technology
education-------------------------------------------------------------11 %----28%------35%--'-24%-------1 %
[]1.Expanding space for books to accommodate a
larger book collection at the Library-------------------------1 0%----33 %------35 %---21 %-~-----1%
[lm.Creating a central,one-stop customer service
..~---a-rea forresidentstoaccess-cilfTownservlces -----------------..--------------------
and information ---"------------------------------------------------1 0%----26 %------37%---25 %-------2 %
[In.Upgrading computertechnology to improve
customer service at Town Hall --------------------------------9%-----19%------48%---18 %-------6%
15.Next,I am going to read a list of provisions that could be included in this ballot measure.
After I read each one,please tell me whether you would be more likely or less Iikely.to
support the ballot measure if that feature were included.(IF MORE/LESS LIKELY,ASK:Is
that much MORE/LESS LIKELY or just somewhat?)(ROTATE)
MUCH
MORE
LIKELY
SMWT
MORE
LIKELY
SMWT
LESS
LIKELY
MUCH
LESS
LIKELY
(DON'T READ)
(NO
DIFF)(DK/NA)
[la.An independent committee of Los
Gatos citizens would review all
expenditures--------------------------------------30 %------38 %------10%-------7%-----10 %----4%
[lb.Expenditures would be subject to
annual,independent financial audits -----43 %------34 %-------7 %--------5%---~--8%-----2%
[lc.Low-income senior citizens could
choose to defer or delay payment of
the additional property taxes until
their home was sold ------"--------------------34 %------33 %------~9 %--'-----12%-----9%-----4%
[ld.None of the bond funds could be
spent on salaries for Town
employees-----------------------------------------40 %------25%------11 %------12%-----8%-----4%
FAIRBANK,MASLIN,MAUlLiN &ASSOCIATES 220-2260-WT Page 8
16.Now I am going to read you a list of arguments in favor of the 95 million bond measure to
build a library,community center,a police facility,and expanded parking for Town
facilities.After I read each one,please tell me whether it makes you m0re inclined to vote
in favor of the measure.If you don't believe the statement or if it makes no difference in
your opinion,please tell me that too.(IF MORE INCLINED,ASK:)Is that much more
inclined or just somewhat?(ROTATE)
MUCH
MORE
INCl
SW
MORE
INCl
(lESS
INCll
DON'T
BELIEVE
NO
EFFECT
(DON'T
READ)
DK/NA
[la.Acting now to expand and repair
our library and town facilities will
save Los Gatos taxpayers money in
the long run,because building
~f~~------~~,~~~~_~~_~~(~()I1~tructj~n g~et!)rngr_eEl)(pell~i\l_e__~__~_~~_~~~__~~__~__~~..._..~__~__~_~
each year.-----------------------------------------1 7%------28 %-------9 %---------1 8 %--------2 5 %-----3%
[lb.The Los Gatos police station is
overcrowded and badly in need of
expansion:the 9-1-1 dispatching
center is a multipurpose location
with lots of distractions;there is no
space to separate crime victims
from suspects;and there is no
.properly secure space to store
ammunition or evidence.---------------------35 %------35 %-------3 %---------10%--------13 %-----4%
[lc.Renovating the Los Gatos Library
will improve study space for teens,
space for more books,and story
time areas for children,as well as
expanded computer learning areas
for the whole community.-------------------35 %------35 %-------6 %------~---7 %---------17 %-----1 %
[]d.The current Town office facilities
are overcrowded,and spread over
several buildings,and it is difficult
for residents to find the right office.
This bond measure includes funding
to create a central,one-stop
customer service center for
accessing all Town departments:---------19 %------33 %------11 %--------1 0%-------~25 %-----2%
[le.This measure includes strict
provisions to ensure that all money
will be spent as promised,including
independent financial audits and a
citizens oversight committee.--------~-----36 %------34%-------4%----------8 %---------16 %-----3%
[If.Los Gatos is lacking a place where
the community can gather for
public events,commur:ity meetings,
classes or senior activities.This
bond measure will improve our
town facilities and give residents a
place to come together.----------------------22 %------26%------1 0%----~---20%--------21 %-----1 %.
FAIRBANK,MASLIN,MAULLIN &ASSOCIATES 220-2260-\tVT Page 9
17.Now that you have heard more about it,let me ask you again about the potential 95 million
bond measure to build a library,a community center,a police facility,and improve disabled
access and expand parking at these facilities.If the election were held today,would you
vote yes.in favor of itor no to oppose this ballot measure?(IF YES/NO ASK):"Is that
definitely (yes/no)or just probably (yes/no)?"(IF UNDECIDED,ASK:) Well,do you lean
towards voting yes or no?
Definitely yes --------------------------------24 %
Pr 0 b a bIy y es-----------------------------------20 %.
Undecided,lean yes -------------------------7%
TOTAL YES ------------------------------------51 %
Un d ec id ed,Ie ann 0----------------------------4 %
~~_~ProbCl_~ly_':l()-:-==-:-=-~=-_-.:-:-=_-:---::-:_:-..--:]_4_%.._._._..
De fin iteIy no -----------------------------------24%
TOTAL NO -------------------------------------42%
(DON'T READ)Need more info -----------6%
(DON'T READ)DK/NA -----------------------1 %
(ASK Q 17X IF YES/NO IN Q 17)
17X.And why do you think you would you vote (YES/NO)on this measure?.(OPEN-END;
RECORD VERBATIM RESPONSE BELOW)
a.Yes
It is need ed (g en era I)-------------------------------------------36%
Need a new library/Libraries are important -------------17 %
It will improve city services ----------------------------------16 %
Investment in the future/for the children ------------------9%
Need more information ------------------------------------------9 %
Need a new Police building-------------------------------------6 %
Need the infrastructure (general)-------------.:---------------3 %
For the community center -~------------------------------------2%
Oth er -------------------------------------------------------------------8 %
N oth ing/DK/Re f use d ----------------------------------------------5%
b.No
Costs too much --------------------------------------------------34 %
We don't need it/no need for changes -------------------26%
Will raise taxes ---------------------------------------------------21 %
Need more information -------~--------------------------------16%
City wastes the money they already have--------:-------3 %
Against new Police building------------------------------------2 %
Again st new Li b ra ry ----------------------------------------------2%
For new Police Department,not the rest------------------1 %
For new Library,not the rest ----------------------------------1 %
at her ---------------------------------------------------------------~---4 %
Noth ing/D K/R ef used ----------------------------------------------2%
FAIRBANK,MASLIN,MAULLIN &ASSOCIATES
(RESUME ASKING ALL RES ,",ON DENTS)
220-2260-WT Page 10
I THESE ARE MY FINAL QUESTIONS,AND THEY ARE FOR CLASSIFICATION PURPOSES ONLY.
18.Which of the following newspapers do you read regularly:(READ LIST;ACCEPT MULTIPLE
RESPONSES)
The San Jose Mercury-News------------73 %
The Los Gatos Weekly Times -----------46%
The Los Gatos Daily News ---------------20%
The San Francisco Chronicle ------------12 %
(DON'T READ)OTH ER----------------------~6 %
(DON'T READ)DK/NA/REFUSED---------6%
19.Do you ...(READ LIST)
_~_~_~.~..~..~~~__..~__~~__~q\l\f.~C3_s.i ng IEl_ta.'!1 i1y h()_me~....--..--=--_---_--=.-,=.z :2%_-+.~--_.~.-_._---_._~..._-_._.~--_.-~--~_...~
Own a condominium -------------------------9%
Rent an apartment or home --------------1 5 %
(DON'T READ)DK/NA/REFUSED---------4%
20.What was the last level of school that you completed?
Grades 1-8 -------------------------'--------------0 %
Grades 9-12 -------------------------------------2 %
High School graduate -----------:-------------3 %
Less than 4 years of college-------------18 %
College graduate (4)---------------~--------36 %
Post graduate work/
Professional school -----------------------38 %
(DON'T READ)Refused ---------------------2 %
21 .Do you have any children under the age of 19 living at home?
Yes -----------------------------------------------32 %
No -------------------------------------------------66 %
(DON'T READ)DK/NA -----------------------2 %
22.With which racial or ethnic group do you identify yourself:Latino or Hispanic,White or
Caucasian,Black or African-American,Asian-American,or some other ethnic or racial
background?
H ispan ic/Latino -----------..:---------------------2%
Wh ite/Cau'casian -----------------------------86%
BI ack/African-American ------'---------------1 %
As ian -A meri can --~----------------------7------2%
Other (SPECIFY )---------------------~3 %
(DON'T READ)DK/NA/REFUSED--..------6%
FAIRBANK,MASLIN,MAULLIN &ASSOCIATES
·23.In what year were you born?
22n-2260-WT Page 11 .
1989-1983 (18-24)-----------~-------------3%
1982-1978 (25-29)------------.-------------4%
1977-1973 (30-34)-------------------------5%
1972-1968 (35-39)-------------------------6%
1967-1963 (40-44)-----------------------11 %
1 962-1 958 (45-49)-----------------------1 2%
1957-1953 (50-54)-----------------------11 %
1952-1948 (55-59)-------------------------9%
1 947-1 943 (60-64)-----------------------10 %
1942-1933 (65-7 4)---------~-------------12%
1932 or earlier (75 &over)-------------12 %
(DON'T READ)Refused --------------------5 %
24.I don 't need to know the exact amount,but please stop me when I read the category that
._~---~---------includes-the-total income-for vour hous-eholdbefore-taxes -in-2006:-W-as"it:-.-.--------------
Under $50,000 a year---------------------11 %
$50,001 to $100,000---------------------1 9%
$100,001 to $150,000----M-:..------------16 %
$150,001 to $200,000-------------------10%
$200 ,001 to $2 50,000---------------------8 %
aver $250,000-------------------------------1 6%
(I)ON'T READ)Refused -------------------20%
;
l
FAIRBANK,MASLIN,MAULLIN &ASSOCIATES
THANK AND TERMINATE
22"-2260-WT Page 12
GENDER (BY OBSERVATION):
REGISTRATION:
Name---~-------'-----
Address ------------
M a Ie ----------------------------------~-----~-----47 %
Fe maIe-------------------------------------------53 %
De m ocrat ---------------------------------------41 %
Rep u b Ii can ---------------------------~---------39%
Decline to State ------------------------------17 %
Other -----------------------------------------------3 %
Precinct #-----------
Interviewer -----------
Zip Voter ID#---~-_.-----------~----------,----::=-=:-=---::==---:-:==-~------~-----~----~--~-~==========~--~~------------
Phone #------------
FLAGS
PO 2 -------------------------------------42 %
G02 ------------------------------------60%
RO 3 -------------------------------------74%
PO 4 -------------------------------------61 %
G04 ------------------------------------93 %
NO 5-------------------------------------81 %
PO 6 -------------------------------------58 %
BI an k -------------------------------------0 %
VOTE BY MAIL
1 -----------------------------------------1 40/0
2 ----------------------------.---------------8 %
3 +--------------------------------------30 %
Blank -----------------------------------48 %
Cluster#------------
PERMANENT ABSENTEE
Yes -------------------------------------42 %
No ---------------------------------------58 %
HOUSEHOLD PARTY TYPE
Dem 1 ---------------------------------1 9 %
Dem 2 +------------------------------1 0 %
Rep 1 ----------------------------------17 %
Rep 2 +-------------------------------1 5 %
Ind 1 +--------------------------------1 7 %
Mix -------------------------------------22 %