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Poll shows narrow support for Dixon Unified bond; board unanimously hires communications firm
Summary
A True North Research feasibility poll found 51% initial support for a proposed Prop 39 bond at a tested $50 per $100,000 assessed valuation—below the 55% threshold—prompting trustees to approve hiring Clifford Moss to lead public education and prepare follow‑up tracking polling and outreach.
Dixon Unified trustees heard results of a bond feasibility survey and voted unanimously to hire Clifford Moss for communications work as the district explores a potential general obligation bond.
A True North Research poll presented by Tim McClarny showed the district’s initial 75‑word ballot test at a $50 per $100,000 assessed valuation produced 51% support, 35% opposition and 14% undecided—short of the 55% Prop 39 threshold needed for passage. McClarny described the methodology (381 likely‑November voters; margin of error 4.9%) and emphasized tax‑rate sensitivity and the importance of message framing. “At this initial ballot test, we had 51% of respondents tell us they would support this proposal,” he said, adding that support rises when the tax rate is expressed as an annual dollar amount for a typical homeowner.
The polling also found high favorability for spending on removing hazardous materials, repairs to aging facilities, career technical and STEM programs, and safety/security improvements. McClarny recommended lowering the tested tax rate and aligning the project list with voter priorities, plus doing robust community engagement and a tracking poll closer to any filing decision.
Following the survey, Amanda Clifford of Clifford Moss outlined a multi‑phase public education plan that would run from now through a tracking poll in April–May and, if the board decides to place a measure on a November ballot, transition to an independent, privately funded campaign phase. Clifford recommended clear, factual outreach that translates tax rates into annual household costs and emphasizes how facility projects link to student outcomes. “The real process is the communication calculus,” she said, urging face‑to‑face conversations with local opinion leaders and a mix of direct mail, video and in‑person events.
After public comment and board discussion about tax sensitivity, coordination with the Dixon Library’s parallel outreach, and project prioritization against a roughly $200 million facilities master plan, trustees unanimously approved the professional services agreement with Clifford Moss. The board welcomed Amanda Clifford and directed staff to proceed with the recommended education and polling timeline.
Next steps include staff and consultants refining tax‑rate scenarios and project lists, conducting targeted public education through spring and re‑testing voter support in a tracking poll before the board’s June decision on whether to place a measure on the ballot.
