Pacific Grove City Council moves forward with possible ballot measure to increase the sales tax.

The Pacific Grove City Council is moving ahead with exploring a November ballot measure to increase the city's sales tax to bring in funds needed to meet growing costs of providing services, replacing aging infrastructure, insurance and the city's pension obligation, among others. 

The council voted 6-0 on March 18, with Councilmember Paul Walkingstick absent, to continue to work with a consultant that's already polled a sampling of residents about their quality of life and how supportive they are to approve a ballot measure.

The council has until June to vote on whether to place a measure on the ballot. What exactly the measure will ask for and how it will be worded has yet to be decided.

The polling conducted by True North Research showed that 93 percent of P.G.'s residents are generally satisfied with life in the city, with 45.5 percent saying their quality of life is "excellent," 47 percent saying it's "good."

"This is the upper echelon of quality of life ratings we see," Timothy McLarney, president of True North, told the council. His company works with dozens of California cities seeking polling and ballot measure services.

McLarney said 427 of residents likely to vote in November's gubernatorial election completed surveys, with an overall margin of error plus or minus 4.6 percent.

Overall satisfaction with city services came in at 23.5 percent saying they were "very satisfied" and 46 percent saying they were "somewhat satisfied," for a total of 71 percent. On the other end, 14.8 percent said they were "somewhat dissatisfied," 6 percent were "very dissatisfied" and 6.6 percent answered "unsure."

"If you're clocking seven out of 10 respondents saying they are satisfied with your performance, you're doing a solid job," McLarney said.

A mock up of a possible ballot measure was then tested with the respondents, asking them if a general sales tax of three-eighths of a cent were placed on the ballot, would they vote for it, and initially respondents said they would. (Only a vote of 50 percent plus one is required to win.)

When presented with positive arguments in favor of the mock measure, the percentage of those who would vote for it increased by one percent. When presented with negative arguments, the percentage of those in favor shifted downward to 63 percent.

McLarney's conclusion was that a ballot measure is feasible, although not a sure thing due to factors like a change in the electoral climate, the trajectory of the economy and competing measures.

"I think you have the kinds of numbers here that a proposal can withstand [challenges]," McLarney said.

Respondents were asked if they could change one thing, what would it be. Just under 12 percent weren't sure and 15 percent said no changes were necessary. For those who did want to see a change, the top of the list was affordable housing at 10 percent.

Other results of the survey showed that residents made maintaining their parks, open spaces and recreational trails a high priority, as well as keeping litter at bay. And while they indicated they wanted quick 911 response and fire protection, providing law enforcement was lower on the list.

The cost of the first phase of the work by True North was $48,150, according to City Manager Matt Mogensen. The next phase through June will cost $36,730, including potentially sending one informational mailer to residents. The total, he said, is expected to be $84,880, which is $56,000 less than the original "not to exceed" agreement.