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Survey shows broad support for 38‑cent sales‑tax proposal; council authorizes further outreach
Summary
A True North Research poll of 427 likely November voters found 68% initial support for a 38‑cent general sales‑tax proposal (about $1 million/year); after hearing pros and cons support ranged from 63%–69%. The council authorized staff and the consultant to proceed with community outreach and materials development.
A consultant survey of likely November voters found strong initial support for a proposed 38‑cent general sales tax to fund local services, and Pacific Grove’s City Council on Tuesday authorized the next round of public outreach and messaging.
Timothy Mclarney, president of True North Research, told the council the firm completed 427 interviews of likely November voters, producing a margin of error of plus or minus 4.6 percentage points. Using a 75‑word ballot statement and a brief education sequence, Mclarney said 68 percent of respondents initially indicated they would support the measure. Support rose slightly to 69 percent after positive messaging and fell to 63 percent after exposure to opposition arguments.
"At that initial ballot test we had 68% of likely November voters say that they would support this proposal," Mclarney said during his presentation. He described voters' top priorities as maintenance and public‑works needs, noting several tested spending categories (storm drains, infrastructure maintenance, parks and public safety) drew broad support.
City staff and several council members framed the next phase as education and engagement, not advocacy. Staff described phases two and three of the consultant scope as public meetings, targeted materials and one or more mailings to explain fiscal needs and options before the council decides whether to place a measure on the ballot.
"This is the beginning of the conversation, not the end," Mclarney said, cautioning that his poll is a snapshot and that partisan dynamics and economic conditions between now and November could change outcomes.
After questions about sampling, cost and timing, Councilmember Neil moved — and Councilmember Garfield seconded — a request authorizing staff and the consultant to proceed with phases two and three of the scope. The motion passed in roll call, recorded as 6‑0 with one member absent.
The council and staff said the next work will include public outreach to explain infrastructure needs, refine priorities, and build an information record the public can consult should the council later choose to place a measure on the ballot. Staff estimated the additional phases would cost about $36,730 and that the contract work to date totaled approximately $48,150.
The council’s vote authorizes staff to prepare community meetings, materials and additional analysis that would support a final ballot decision later in the year. Mclarney recommended that any independent campaign advocating for the measure be formed by private supporters if the city ultimately places a measure on the ballot, to comply with public‑agency campaigning restrictions.
What’s next: staff and the consultant will begin the outreach program and return to the council with products and recommendations ahead of a decision about placing a measure on the November ballot.
