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Poll finds mixed public support for sales tax extension and conditional gains for parking tax after education
Summary
A November FM3 poll of 438 likely Monterey voters shows stronger early support for framing a sales‑tax change as an extension (63%) than as a new 0.375% tax (52%). A 10–15% private‑parking tax started below majority support but rose after explanatory messaging; an admissions tax and real‑estate transfer tax tested less favorably.
City staff and consultant FM3 on Dec. 2 presented results of a November poll of 438 likely June 2026 voters testing revenue options to help close Monterey’s estimated $10 million structural budget gap.
Key findings: testing two sales‑tax framings—enacting a new 0.375% tax versus extending the existing rate to 0.875%—showed stronger and steadier support for the extension framing (about 63% support after messaging) while the new‑tax framing was closer to the 50% threshold. A private parking tax (tested at 10% and 15% rates on private parking facilities) started under 50% support but showed a large upward swing after pro‑measure education (rising into the low‑60% range on combined questions), indicating the outcome may depend on the campaign’s explanatory messaging and ballot language.
Other items: a proposed admissions tax on event tickets tested poorly (about 37% support) and a real‑estate transfer tax was divided; a vacant‑home tax (homes empty >180 days) showed higher initial support (approximately two‑thirds). Respondents rated transparency and local control as high priorities: requiring public disclosure of fund use and spending money locally ranked among the most convincing arguments in favor of a measure.
Council members raised concerns about ballot language and asked staff to re‑test clearer wording—particularly for the sales tax scenario that in the poll used a combined 0.875% figure. Several council members and speakers asked for follow‑up polling using precise, legally vetted ballot language and for scenarios that isolate the incremental 0.375% increase rather than bundling it with existing levies.
FM3 emphasized the findings are a phase‑one snapshot; staff proposed a second round of polling in mid‑2026 to refine language and test options for a November 2026 ballot. Council requested staff return with revised questions and legal review of any final ballot wording before additional public polling.
