Item 08 - Ballot Measure Polling Results

Home Browse Search

K E Y F I N D I N G S As noted in the Introduction, this study was designed to provide the City of Santa Ana with a sta- tistically reliable understanding of voters' interest in renewing the Measure X sales tax at the cur- rent rate to continue funding public safety, streets and infrastructure, and other essential city services. Whereas subsequent sections of this report are devoted to conveying the detailed results of the survey, in this section we attempt to `see the forest through the trees' and note how the collective results of the survey answer some of the key questions that motivated the research. The following conclusions are based on True North's and TeamCivX's interpretations of the survey results and the firms' collective experience conducting revenue measure studies for public agencies throughout the State. Is it feasible to renew Yes. Santa Ana voters value the services they receive from the City, but Measure x on the also see opportunities to improve the quality of life in Santa Ana by November 2026 ballot? addressing homelessness, improving public safety, and improving the maintenance of city streets and infrastructure. Together, these senti- ments translate into strong natural support (64%) for renewing the Mea- sure X sales tax at the current 1.5 cent rate to fund general city services, such as fire protection, paramedic, and 911 emergency response, crime prevention, graffiti removal, addressing homelessness, and keeping streets, sidewalks, parks and public facilities safe, clean, and well -main- tained. The results of this survey indicate that a Measure X renewal is feasible for the November 2026 ballot provided that it maintains the existing tax rate (no increase), focuses on the projects and services that voters iden- tify as their priorities, and is accompanied by robust community/opinion leader engagement, education, and communication (more on this below). Having stated that a sales tax measure appears feasible, it is important to note that the measure's prospects will be shaped by external factors (not within the City's or an independent campaign's control) and that a recommendation to place the measure on the November 2026 ballot comes with several qualifications and conditions. Indeed, although the results are promising, all revenue measures must overcome challenges prior to being successful. The proposed measure is no exception. The following paragraphs discuss some of the challenges and the next steps that True North and TeamCivX recommend. Which services do Santa A general tax is "any tax imposed for general governmental purposes"2 Ana voters view as prior- and is distinguished from a special tax in that the funds raised by a gen- ities? eral tax are not earmarked for any specific purpose(s). Thus, a general tax provides a municipality with a great deal of flexibility with respect to what is funded by the measure on a year-to-year basis. 2. Section 1 , Article XIIIC, California Constitution. City of Santa Ana True North Research, Inc. © 2025