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Poll shows broad voter support for business license tax if paired with accountability promises
Summary
A consultant's survey presented to council showed 63% initial support for a proposed business license tax modernization; support rose to 74% after factual and accountability information and averaged roughly 70% across tests, with repair of potholes and emergency services the top priorities for voters.
A polling presentation to the Newark City Council on May 28 indicated favorable voter response to a proposed business license tax modernization, though support depends on messaging and detail.
Godbey Research, the retained consultant, presented telephone- and online-survey results of 326 likely November 2026 voters. With the short ballot-question language alone, 63% of respondents said they would "definitely" or "probably" vote yes. After researchers supplied information about spending priorities and accountability measures, measured support climbed to 74% on the second test; introducing negative arguments later in the survey pulled the figure back to about 65% on a third test. The consultant said the average of the middle tests suggests roughly 70% likely support when voters are given both benefits and safeguards.
The polling ranked repair of potholes and city streets, reducing blight and maintaining emergency services among the highest-priority uses for the revenue. Responses also suggested high public favor for factual accountability statements (for example, local control provisions and assurances that the measure is not a property tax).
City staff said they will return June 25 with stakeholder outreach results and a recommended ordinance draft for the council to consider whether to place a measure on the November ballot. If the council proceeds, staff said the ballot question would present high-end rates and more detail in the voter information materials, with the final tax rates and structural choices to be decided by the council before placement on the ballot.
Consultants noted remaining risks, including negative messaging that labels the measure a "general tax" or a "forever tax," but indicated those negatives tested below the levels required to defeat a measure on their own. The city manager said if the council directs staff to proceed, the city would include citizen review/accountability mechanisms similar to prior local measures.
