Attachment 5Page 1
May 2016
Town of Los Gatos:
Community Priorities Survey
Presentation to the Ad Hoc Citizens Committee
May 2016
Page 1
May 2016
Town of Los Gatos:
Community Priorities Survey
Presentation to the Ad Hoc Citizens Committee
May 2016
Page 2
May 2016
Meeting Objectives
Overview – Catherine Lew (Lew Edwards Group)
Highlights of Results – Bryan Godbe (Godbe
Research)
Next Steps – Catherine Lew and Ross Miletich
(Lew Edwards Group)
Questions/Answers - All
Page 3
May 2016
Key Findings
A general purpose half-cent sales tax with a 25 year
sunset for a November 2016 ballot is viable.
A User Utility Tax for the November 2016 ballot is NOT
viable.
Residents’ strongest priorities are repairing roads,
improving traffic flow, maintaining 9-1-1 response times,
and repairing aging storm drains.
It will be important for the Town to conduct informational
outreach programs to build on the Ad Hoc Committee’s
efforts, should the Town wish to proceed with a November
2016 ballot measure
Page 4
May 2016
Overview and Research Objectives
The Town of Los Gatos commissioned Godbe Research to conduct a survey
of local voters with the following research objectives:
Gauge the residents’ interest in creating a dedicated revenue source for
the Town;
Assess potential voter support for a general sales tax measure to
maintain the quality of life and small town character with funding that
cannot be taken by the State;
Identify respondent service and facility priorities;
Test the influence of informational and critical statements on potential
voter support;
Identify the rate and duration at which voters will support the measure;
Test support for an alternative UUT measure;
Gauge the public’s perceptions of whether the Town is doing a good job
providing services and managing public funds.
Page 5
May 2016
Methodology Overview
Data Collection Telephone and Internet Interviewing
Universe 15,429 likely November 2016 voters in the
Town of Los Gatos
Fielding Dates April 30 through May 8, 2016
Interview Length 20.5 minutes
Sample Size 471 (Online, n=279; Phone, n=192)
Margin of Error ± 4.45%
The data have been weighted to reflect the actual population characteristics of likely voters in the
Town of Los Gatos in terms of their gender, age, and political party type.
Page 6
May 2016
Key Findings
Page 7
May 2016
Opinion on Job the Town is Doing to Provide
Services
(n=471)
Very favorable
27.8%
Somewhat
favorable
48.1%
Somewhat
unfavorable
10.8%
Very unfavorable
3.4%
DK/NA [Not sure]
10.1%
Total Fav = 75.8%
Total Unfav = 14.1%
Ratio Fav to Unfav = 5.4
Page 8
May 2016
Opinion on Job the Town is Doing to
Effectively Manage Taxpayer Dollars
(n=471)
Very favorable
17.8%
Somewhat
favorable
37.3%
Somewhat
unfavorable
18.6%
Very unfavorable
7.0%
DK/NA [Not sure]
19.3%
Total Fav= 55.1%
Total Unfav= 25.6%
Ratio Fav to Unfav = 2.2
Page 9
May 2016
Uninformed Support for a Conceptual ½¢
Sales Tax
(n=471)
To maintain the quality of life and small
town character in the Town of Los Gatos
by:
•fixing potholes, sidewalks and
repairing neighborhood and major
town streets;
•upgrading town parks, playground
equipment and restrooms;
•upgrading walking, hiking and bike
trails;
•beautifying downtown,
•maintaining town facilities, and
•other essential town facilities and
services;
shall the Town of Los Gatos enact an one-
half cent sales tax, providing $4 million
dollars annually, for 25 years, with annual
audits, independent citizens' oversight,
and all funds spent locally?
Probably No
12.9%
DK/NA
4.4%
Definitely No
18.5%
Definitely Yes
31.9%
Probably Yes
32.2%
Total Support
64.1%
Page 10
May 2016
Community Priorities
(n=471)
Note: The above rating questions have been abbreviated for charting purposes, and responses were recoded to calculate mean scores:
“Much More Likely” = +2, “Somewhat More Likely” = +1, “No Effect” = 0, “Somewhat Less Likely” = -1, and “Much Less Likely” = -2.
Somewhat
More Likely
Somewhat
Less Likely Much Less
Likely
-2 -1 0 1 2
Provide traffic calming projects
Maintain and improve curbs, gutters and sidewalks
Maintain neighborhood parks
Repair storm drains to prevent disastrous failures
Make traffic signal improvements, restripe town streets
Reconstruct and resurface neighborhood streets
Maintain neighborhood police patrols
Repair the Town's 112 miles of streets and roads
Maintain and repair the neighborhood streets
Fix potholes and repair town and neighborhood streets
Maintain 9-1-1 response times
Improve traffic flow to reduce traffic congestion
0.65
0.75
0.76
0.83
0.86
0.89
0.92
0.94
0.97
1.02
1.07
1.08
Much More
Likely
Sample A
Sample B
T
i
e
r
2
T
-
3
T
i
e
r
1
Page 11
May 2016
Community Priorities (Cont.)
(n=471)
Note: The above rating questions have been abbreviated for charting purposes, and responses were recoded to calculate mean scores:
“Much More Likely” = +2, “Somewhat More Likely” = +1, “No Effect” = 0, “Somewhat Less Likely” = -1, and “Much Less Likely” = -2.
Somewhat
More Likely
Somewhat
Less Likely Much Less
Likely
-2 -1 0 1 2
Beautify downtown
Add new bike lanes throughout Town
Provide a Town community and, or senior center
Acquire property for downtown parking
Upgrade aging park playground equipment
Upgrade park restrooms
Repair retaining walls
Upgrade Town parks
Install money saving LED streetlights
Upgrade the Los Gatos Creek Trail and other trails
Maintain public facilities
Acquire property for open space and parks
Improve the quality of life in Los Gatos
0.21
0.24
0.25
0.27
0.38
0.41
0.41
0.46
0.47
0.52
0.53
0.57
0.59
Much More
Likely
Sample A
Sample B
T
i
e
r
4
T
i
e
r
3
Page 12
May 2016
Information of Interest to Respondents
(n=471)
Note: The above rating questions have been abbreviated for charting purposes, and responses were recoded to calculate mean scores:
“Much More Likely” = +2, “Somewhat More Likely” = +1, and “No Effect” = 0.
0 1 2
New senior center where providers could offer services
Provide additional bike lanes and pedestrian paths
Last time downtown LG updated was after Loma Prieta
No dedicated revenue source for storm drain repairs
Proposed measure would improve property values
Sacramento took $14 million from LG
>1/3 of LG sales tax comes from out-of-town visitors
Exemptions for food purchased as groceries and Rx
Continue LG high standards for fiscal accountability
LG is family-friendly community, with 100s of children
Require independent taxpayers' oversight committee
The Town's storm drain infrastructure is aging
We need to fix our streets and roads now
LG streets and roads are among the worst in County
Fiscally responsible to maintain our streets and roads
Give LG local control over local funds for local needs
0.73
0.86
0.87
0.91
0.94
0.97
1.03
1.04
1.06
1.07
1.09
1.10
1.10
1.14
1.18
1.20
No Effect Somewhat
More Likely
Much More
Likely
Sample A
Sample B
T
i
e
r
2
T
-
3
T
i
e
r
1
Page 13
May 2016
Informed Support for a Conceptual Sales
Tax
(n=471)
0%20%40%60%80%100%
Initial Test
Final Test
31.9%
30.5%
32.2%
33.9%
12.9%
9.1%
18.5%
22.0%
4.4%
4.6%
Definitely Yes Probably Yes Probably No Definitely No DK/NA [Not sure]
64.4%
To maintain the quality of life and
small town character in the Town of
Los Gatos by:
•fixing potholes, sidewalks and
repairing neighborhood and
major town streets;
•upgrading town parks,
playground equipment and
restrooms;
•upgrading walking, hiking and
bike trails;
•beautifying downtown,
•maintaining town facilities, and
•other essential town facilities and
services;
shall the Town of Los Gatos enact
an one-half cent sales tax, providing
$4 million dollars annually, for 25
years, with annual audits,
independent citizens' oversight, and
all funds spent locally?
64.1%
Page 14
May 2016
Support for Alternative ¼¢ Sales Tax
Split Sample C (n=232)
The rate of the measure to fix
potholes, sidewalks and repair
neighborhood and major town streets;
upgrade town parks, playground
equipment and restrooms; upgrade
walking, hiking and bike trails; and
other essential town facilities and
services has yet to be decided.
If you heard that instead of one-half
cent the rate would be one-quarter of a
cent, would you vote yes or no on this
measure?
Probably No
12.0%
DK/NA [Not
sure]
4.4%
Definitely No
18.7%
Definitely Yes
40.3%
Probably Yes
24.6%
Total Support
64.9%
Page 15
May 2016
Support for Alternative 9 Year Duration
Split Sample D (n=239)
The duration of the measure to fix
potholes, sidewalks and repair
neighborhood and major town streets;
upgrade town parks, playground
equipment and restrooms; upgrade
walking, hiking and bike trails; and
other essential town facilities and
services has yet to be decided.
If you heard the measure would last
for 9 years, would you vote yes or no
on this measure?
Probably No
11.5%
DK/NA [Not
sure]
4.8%
Definitely No
21.8% Definitely Yes
34.7%
Probably Yes
27.2%
Total Support
61.9%
Page 16
May 2016
Support for a Conceptual UUT Proposal
(n=471)
To maintain the quality of life and
small town character in the Town of
Los Gatos by:
•fixing potholes, sidewalks and
repairing neighborhood and major
town streets;
•upgrading town parks, playground
equipment and restrooms;
•upgrading walking, hiking and bike
trails; and
•other essential town facilities and
services;
shall the Town of Los Gatos enact a
2% utility users tax on cable, gas,
electric, telephone and garbage,
providing $1 million dollars annually,
for 25 years, with annual audits and
independent citizens' oversight? [73
words, Town of Los Gatos counts as
one word, $1 million dollars” to be
replaced by $1,000,000 for word count]
If the election were held today, would
you vote yes or no on this measure?
Probably No
22.3%
DK/NA [Not
sure]
7.3%
Definitely No
39.9%
Definitely Yes
13.1%
Probably Yes
17.5%
Total Support
30.6%
Page 17
May 2016
www.godberesearch.com
California and Corporate Offices
1575 Old Bayshore Highway, Suite 102
Burlingame, CA 94010
Nevada Office
59 Damonte Ranch Parkway, Suite B309
Reno, NV 89521
Pacific Northwest Office
601 108th Avenue NE, Suite 1900
Bellevue, WA 98004
Page 2
May 2016
Meeting Objectives
Overview – Catherine Lew (Lew Edwards Group)
Highlights of Results – Bryan Godbe (Godbe
Research)
Next Steps – Catherine Lew and Ross Miletich
(Lew Edwards Group)
Questions/Answers - All
Page 3
May 2016
Key Findings
A general purpose half-cent sales tax with a 25 year
sunset for a November 2016 ballot is viable.
A User Utility Tax for the November 2016 ballot is NOT
viable.
Residents’ strongest priorities are repairing roads,
improving traffic flow, maintaining 9-1-1 response times,
and repairing aging storm drains.
It will be important for the Town to conduct informational
outreach programs to build on the Ad Hoc Committee’s
efforts, should the Town wish to proceed with a November
2016 ballot measure
Page 4
May 2016
Overview and Research Objectives
The Town of Los Gatos commissioned Godbe Research to conduct a survey
of local voters with the following research objectives:
Gauge the residents’ interest in creating a dedicated revenue source for
the Town;
Assess potential voter support for a general sales tax measure to
maintain the quality of life and small town character with funding that
cannot be taken by the State;
Identify respondent service and facility priorities;
Test the influence of informational and critical statements on potential
voter support;
Identify the rate and duration at which voters will support the measure;
Test support for an alternative UUT measure;
Gauge the public’s perceptions of whether the Town is doing a good job
providing services and managing public funds.
Page 5
May 2016
Methodology Overview
Data Collection Telephone and Internet Interviewing
Universe 15,429 likely November 2016 voters in the
Town of Los Gatos
Fielding Dates April 30 through May 8, 2016
Interview Length 20.5 minutes
Sample Size 471 (Online, n=279; Phone, n=192)
Margin of Error ± 4.45%
The data have been weighted to reflect the actual population characteristics of likely voters in the
Town of Los Gatos in terms of their gender, age, and political party type.
Page 6
May 2016
Key Findings
Page 7
May 2016
Opinion on Job the Town is Doing to Provide
Services
(n=471)
Very favorable
27.8%
Somewhat
favorable
48.1%
Somewhat
unfavorable
10.8%
Very unfavorable
3.4%
DK/NA [Not sure]
10.1%
Total Fav = 75.8%
Total Unfav = 14.1%
Ratio Fav to Unfav = 5.4
Page 8
May 2016
Opinion on Job the Town is Doing to
Effectively Manage Taxpayer Dollars
(n=471)
Very favorable
17.8%
Somewhat
favorable
37.3%
Somewhat
unfavorable
18.6%
Very unfavorable
7.0%
DK/NA [Not sure]
19.3%
Total Fav= 55.1%
Total Unfav= 25.6%
Ratio Fav to Unfav = 2.2
Page 9
May 2016
Uninformed Support for a Conceptual ½¢
Sales Tax
(n=471)
To maintain the quality of life and small
town character in the Town of Los Gatos
by:
•fixing potholes, sidewalks and
repairing neighborhood and major
town streets;
•upgrading town parks, playground
equipment and restrooms;
•upgrading walking, hiking and bike
trails;
•beautifying downtown,
•maintaining town facilities, and
•other essential town facilities and
services;
shall the Town of Los Gatos enact an one-
half cent sales tax, providing $4 million
dollars annually, for 25 years, with annual
audits, independent citizens' oversight,
and all funds spent locally?
Probably No
12.9%
DK/NA
4.4%
Definitely No
18.5%
Definitely Yes
31.9%
Probably Yes
32.2%
Total Support
64.1%
Page 10
May 2016
Community Priorities
(n=471)
Note: The above rating questions have been abbreviated for charting purposes, and responses were recoded to calculate mean scores:
“Much More Likely” = +2, “Somewhat More Likely” = +1, “No Effect” = 0, “Somewhat Less Likely” = -1, and “Much Less Likely” = -2.
Somewhat
More Likely
Somewhat
Less Likely Much Less
Likely
-2 -1 0 1 2
Provide traffic calming projects
Maintain and improve curbs, gutters and sidewalks
Maintain neighborhood parks
Repair storm drains to prevent disastrous failures
Make traffic signal improvements, restripe town streets
Reconstruct and resurface neighborhood streets
Maintain neighborhood police patrols
Repair the Town's 112 miles of streets and roads
Maintain and repair the neighborhood streets
Fix potholes and repair town and neighborhood streets
Maintain 9-1-1 response times
Improve traffic flow to reduce traffic congestion
0.65
0.75
0.76
0.83
0.86
0.89
0.92
0.94
0.97
1.02
1.07
1.08
Much More
Likely
Sample A
Sample B
T
i
e
r
2
T
-
3
T
i
e
r
1
Page 11
May 2016
Community Priorities (Cont.)
(n=471)
Note: The above rating questions have been abbreviated for charting purposes, and responses were recoded to calculate mean scores:
“Much More Likely” = +2, “Somewhat More Likely” = +1, “No Effect” = 0, “Somewhat Less Likely” = -1, and “Much Less Likely” = -2.
Somewhat
More Likely
Somewhat
Less Likely Much Less
Likely
-2 -1 0 1 2
Beautify downtown
Add new bike lanes throughout Town
Provide a Town community and, or senior center
Acquire property for downtown parking
Upgrade aging park playground equipment
Upgrade park restrooms
Repair retaining walls
Upgrade Town parks
Install money saving LED streetlights
Upgrade the Los Gatos Creek Trail and other trails
Maintain public facilities
Acquire property for open space and parks
Improve the quality of life in Los Gatos
0.21
0.24
0.25
0.27
0.38
0.41
0.41
0.46
0.47
0.52
0.53
0.57
0.59
Much More
Likely
Sample A
Sample B
T
i
e
r
4
T
i
e
r
3
Page 12
May 2016
Information of Interest to Respondents
(n=471)
Note: The above rating questions have been abbreviated for charting purposes, and responses were recoded to calculate mean scores:
“Much More Likely” = +2, “Somewhat More Likely” = +1, and “No Effect” = 0.
0 1 2
New senior center where providers could offer services
Provide additional bike lanes and pedestrian paths
Last time downtown LG updated was after Loma Prieta
No dedicated revenue source for storm drain repairs
Proposed measure would improve property values
Sacramento took $14 million from LG
>1/3 of LG sales tax comes from out-of-town visitors
Exemptions for food purchased as groceries and Rx
Continue LG high standards for fiscal accountability
LG is family-friendly community, with 100s of children
Require independent taxpayers' oversight committee
The Town's storm drain infrastructure is aging
We need to fix our streets and roads now
LG streets and roads are among the worst in County
Fiscally responsible to maintain our streets and roads
Give LG local control over local funds for local needs
0.73
0.86
0.87
0.91
0.94
0.97
1.03
1.04
1.06
1.07
1.09
1.10
1.10
1.14
1.18
1.20
No Effect Somewhat
More Likely
Much More
Likely
Sample A
Sample B
T
i
e
r
2
T
-
3
T
i
e
r
1
Page 13
May 2016
Informed Support for a Conceptual Sales
Tax
(n=471)
0%20%40%60%80%100%
Initial Test
Final Test
31.9%
30.5%
32.2%
33.9%
12.9%
9.1%
18.5%
22.0%
4.4%
4.6%
Definitely Yes Probably Yes Probably No Definitely No DK/NA [Not sure]
64.4%
To maintain the quality of life and
small town character in the Town of
Los Gatos by:
•fixing potholes, sidewalks and
repairing neighborhood and
major town streets;
•upgrading town parks,
playground equipment and
restrooms;
•upgrading walking, hiking and
bike trails;
•beautifying downtown,
•maintaining town facilities, and
•other essential town facilities and
services;
shall the Town of Los Gatos enact
an one-half cent sales tax, providing
$4 million dollars annually, for 25
years, with annual audits,
independent citizens' oversight, and
all funds spent locally?
64.1%
Page 14
May 2016
Support for Alternative ¼¢ Sales Tax
Split Sample C (n=232)
The rate of the measure to fix
potholes, sidewalks and repair
neighborhood and major town streets;
upgrade town parks, playground
equipment and restrooms; upgrade
walking, hiking and bike trails; and
other essential town facilities and
services has yet to be decided.
If you heard that instead of one-half
cent the rate would be one-quarter of a
cent, would you vote yes or no on this
measure?
Probably No
12.0%
DK/NA [Not
sure]
4.4%
Definitely No
18.7%
Definitely Yes
40.3%
Probably Yes
24.6%
Total Support
64.9%
Page 15
May 2016
Support for Alternative 9 Year Duration
Split Sample D (n=239)
The duration of the measure to fix
potholes, sidewalks and repair
neighborhood and major town streets;
upgrade town parks, playground
equipment and restrooms; upgrade
walking, hiking and bike trails; and
other essential town facilities and
services has yet to be decided.
If you heard the measure would last
for 9 years, would you vote yes or no
on this measure?
Probably No
11.5%
DK/NA [Not
sure]
4.8%
Definitely No
21.8% Definitely Yes
34.7%
Probably Yes
27.2%
Total Support
61.9%
Page 16
May 2016
Support for a Conceptual UUT Proposal
(n=471)
To maintain the quality of life and
small town character in the Town of
Los Gatos by:
•fixing potholes, sidewalks and
repairing neighborhood and major
town streets;
•upgrading town parks, playground
equipment and restrooms;
•upgrading walking, hiking and bike
trails; and
•other essential town facilities and
services;
shall the Town of Los Gatos enact a
2% utility users tax on cable, gas,
electric, telephone and garbage,
providing $1 million dollars annually,
for 25 years, with annual audits and
independent citizens' oversight? [73
words, Town of Los Gatos counts as
one word, $1 million dollars” to be
replaced by $1,000,000 for word count]
If the election were held today, would
you vote yes or no on this measure?
Probably No
22.3%
DK/NA [Not
sure]
7.3%
Definitely No
39.9%
Definitely Yes
13.1%
Probably Yes
17.5%
Total Support
30.6%
Page 17
May 2016
www.godberesearch.com
California and Corporate Offices
1575 Old Bayshore Highway, Suite 102
Burlingame, CA 94010
Nevada Office
59 Damonte Ranch Parkway, Suite B309
Reno, NV 89521
Pacific Northwest Office
601 108th Avenue NE, Suite 1900
Bellevue, WA 98004