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Survey shows narrow path to parcel tax; board directs next steps
Summary
A consultant told the Pacific Grove Unified board that a parcel tax campaign could reach two‑thirds support if wording, taxpayer protections and a sub‑$100 rate are used; trustees directed staff to proceed to public hearings and bring draft ballot language.
A consultant presented results of a district survey on May 21 that found conditional voter support for a parcel tax to fund school programs and facilities, and the Pacific Grove Unified School District board directed staff to take the next steps toward placing a measure on the ballot.
Consultant Dale Scott summarized 214 completed interviews of registered voters and said baseline support ranged from roughly 64% to 71% depending on wording. "Including explicit language that funds cannot be taken by state or federal government officials raised support by several points," Scott said, adding that messaging about independent oversight and full public disclosure also improved results.
Scott said project descriptions mattered: academic supports, expanded before‑ and after‑school care and classroom instructional programs tested well; safety and athletic‑program proposals were less persuasive. Rate sensitivity testing showed a clear drop in support as the per‑parcel amount rose. "Less than about $100 per parcel appears to be the sweet spot; five‑year terms test better than nine‑year terms," he said.
Board members pressed Scott and staff on details important to voters. Trustee Hazen asked how senior exemptions affected outcomes; Scott cautioned that exemptions are a double‑edged issue because they both reduce revenue and can depress support among some voters. Assistant Superintendent Jorn said administrative work such as exemption processing and county coordination would be required if the board placed a measure on the ballot.
Chair (role) said the board should aim for clear protections in ballot language. The consultant noted that the exact phrasing — for example including the word "officials" when describing that funds cannot be taken by state or federal governments — materially changed support in the survey sample.
The board gave staff direction to bring the parcel tax item back for a public hearing and possible resolution at upcoming meetings, including draft ballot language and further breakdowns of projected revenues and exemptions. Scott recommended a robust outreach and information campaign to reach voters who do not have school‑age children; the consultant noted that 52% of survey respondents reported no current or prior school connection in the district.
Next steps: staff will return with refined ballot language, cost estimates, and a public‑engagement plan. If the board votes to place a parcel tax on the ballot, the district must meet county deadlines for November ballot placement and prepare formal disclosures and an administrative plan for any exemptions.
