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Polling showed modest initial support for tax; education boosted support but critical messaging reduced it
Summary
City‑commissioned polling showed 48% initial support for a sales tax, rising to about 54% after tested education statements but falling to about 45% when respondents heard critical statements; consultants urged community advocacy beyond city education.
Council reviewed survey results presented by staff and the consultant. The initial topline was about 48% of likely voters indicating some level of need; staff reported that "after education, the total yeses went up to 54%" but that when opposing or critical statements were presented in the survey the "total yeses went down to 45% and total noes went up to 43%."
The polling consultant advised that similar numbers in a past campaign (Measure S/2018) were turned around with significant community advocacy and outside support, and cautioned that the city itself may be limited to education only, not advocacy. Council members debated whether the numbers suggested moving forward this November or delaying to a different election cycle to improve prospects.
