Fortuna council to place three‑quarter‑cent sales tax measure on Nov. 3 ballot after poll shows fragile support

The Fortuna City Council voted unanimously to place a proposed three‑quarter‑cent local sales tax measure on the Nov. 3, 2026 ballot after hearing results of a city‑commissioned poll that showed initial support near the 50% threshold but that rose with informational messaging and fell when opposition arguments were presented.

EMC Research consultant Jessica Psky Sanchez told the council the survey of 200 likely Fortuna voters (conducted Feb. 23–Mar. 5) carried a margin of error of ±6.9 percentage points. She said initial support for the 0.75% measure was about 45%–46%, rose to roughly 53% after additional information about accountability and exemptions, and fell to about 44% after opposition messaging. "When you factor in the margin of error, it is right there near 50% but still not quite there in this poll today," she said.

City staff framed the need for new revenue around multi‑year declines in sales and hotel tax receipts and rapidly rising liability insurance costs. Staff told the council that a three‑quarter‑cent transaction and use tax could generate roughly $1.8–$1.9 million annually and help close a general fund shortfall caused by stagnant revenues and increased expenses.

Resident Orville Garrison, who said he had participated in the telephone survey, urged the council to put the measure before voters and to run a stronger campaign. "If you don't start, you never start," he said, urging a robust outreach effort.

The council made and seconded a motion to place the measure on the ballot and to have staff return with a 75‑word ballot question and the ordinance and resolution needed to implement it. The measure was placed on the ballot by roll call: Council member Connley, yes; Council member Diaz, yes; Council member Stevens, yes; Mayor Pro Tem Trent, yes; Mayor Johnson, yes.

Why it matters: Staff said the city faces a structural deficit driven by revenue declines and sharply higher insurance costs; council members discussed messaging options and emphasized communicating fiscal accountability features and exemptions (for groceries and medicine) to voters. The council did not set campaign strategy or allocate campaign funds at the meeting.

The council’s direction requires staff to prepare the ballot measure language and return to the council for formal placement materials and related resolutions prior to the Nov. 3 ballot deadline.