Survey says Marina has the support to pass a tax, if the city can convey why it is important.

Erik Chalhoub here, thinking that there’s no time like the present. We know what happened in the past—even if we largely choose to ignore its lessons—but we never know what the future may bring.

That’s what jurisdictions across the country have to grapple with when they contemplate putting a measure out to voters. Surveying may show a proposed tax measure will fail at the polls, but will things be better or worse by waiting for the next election in two more years?

The City of Salinas, for example, is taking a gamble with extending its Measure G sales tax. In 2024, the Salinas City Council declined to place the measure on the ballot despite polling showing it was likely to succeed. It recently agreed to place it on the November 2026 ballot, despite updated polling showing slightly less support than from two years ago. 

If the results from the June 2026 primary are any indication, where all measures failed, those in November face an uphill battle. The City of Marina, though, may be in the opposite position.

A survey of 312 likely Marina voters conducted by FM3 Research found that 49 percent would support a utility users tax on the November ballot if they were given no information about it. However, that jumped up to 59 percent when participants were provided information for and against the measure.

In 2024, that number was 52 percent for a $50 million bond in a similar survey, and the actual ballot results were even more: 60 percent in favor, although it failed because it did not reach the required two-thirds approval.

On June 16, the Marina City Council agreed to move forward with a utility tax measure to fund city facilities. The draft language of the ballot measure is scheduled to be considered by the council on July 7.

“We feel pretty good about the potential for this measure given this outcome,” Adam Sonenshein of FM3 Research told the council. “Assuming the city can do the outreach and information sharing that we simulated in this survey.”

Therein lies the key to a successful measure. Cities must do a better job promoting why such a tax is needed, and they need reputable supporters in the community to help broadcast that message. 

Campaign signs may be catchy, but voters need substance. Otherwise, echo chambers will sway the vote.