2014 07 29 CCr' N
City Council agendas and staff reports
are now available on the City's web
page: www.la-quinta.org
CITY COUNCIL
AGENDA
LA QUINTA COUNCIL CHAMBERS
78-495 Calle Tampico, La Quinta
SPECIAL MEETING ON TUESDAY, JULY 29, 2014
6:00 P.M. CLOSED SESSION 1 7:00 P.M. OPEN SESSION
CALL TO ORDER
ROLL CALL: Councilmembers: Evans, Franklin, Henderson, Osborne, Mayor Adolph
PUBLIC COMMENT ON MATTERS NOT ON THE AGENDA
At this time, members of the public may address the City Council on any matter not listed
on the agenda. Please complete a "request to speak" form and limit your comments to
three minutes. The City Council values your comments; however in accordance with State
law, no action shall be taken on any item not appearing on the agenda unless it is an
emergency item authorized by GC 54954.2(b).
CLOSED SESSION — 6:00 P.M.
Conference with Real Property Negotiators pursuant to Government Code
section 54956.8 for property located at: SilverRock Resort (APNs 770-200-
026; 776-150-021; 776-150-023; 770-060-056; 770-060-057; 770-060-
058; 770-060-059; 770-060-061; 770-060-062; 777-490-004; 777-490-
006; 777-490-007; 777-490-012 and 777-490-014);
Agency Negotiator: Frank J. Spevacek, City Manager;
Negotiating Parties: John Gamlin, Meriwether Companies; Robert S. Green,
Jr., The Robert Green Company;
Under Negotiation: Price and terms of payment for acquisition and/or
disposition of the property identified.
2. Conference with Real Property Negotiators pursuant to Government Code
section 54956.8 for property located at: East of Jefferson Street, South of
SPECIAL CITY COUNCIL AGENDA 1 JULY 29, 2014
Palm Circle Drive, and North of the Whitewater Stormwater Channel (APNs
600-080-001; 600-080-002; 600-080-003; 600-080-004; 600-080-005;
600-080-006; 600-080-007; 600-080-008; and 600-080-009);
Agency Negotiator: Les Johnson, Community Development Director;
Negotiating Parties: Jim Snellenberger, Snellenberger Family Inv. L.L.C.;
Under Negotiation: Price and terms of payment for acquisition and/or
disposition of the property identified.
RECONVENE AT 7:00 P.M.
PLEDGE OF ALLEGIANCE
PUBLIC COMMENT ON MATTERS NOT ON THE AGENDA
At this time, members of the public may address the City Council on any matter not listed
on the agenda. Please complete a "request to speak" form and limit your comments to
three minutes. The City Council values your comments; however in accordance with State
law, no action shall be taken on any item not appearing on the agenda unless it is an
emergency item authorized by GC 54954.2(b).
CONFIRMATION OF AGENDA
ANNOUNCEMENTS, PRESENTATIONS AND WRITTEN COMMUNICATIONS — NONE
CONSENT CALENDAR — NONE
STUDY SESSION
PAGE
1. PRESENTATION OF SURVEY RESULTS ON CITY SERVICES AND 4
VIABILITY OF A LOCAL SALES TAX MEASURE
BUSINESS SESSION - NONE
REPORTS AND INFORMATIONAL ITEMS — NONE
DEPARTMENT REPORTS — NONE
MAYOR'S AND COUNCIL MEMBER'S ITEMS
PUBLIC HEARINGS — NONE
ADJOURNMENT
SPECIAL CITY COUNCIL AGENDA 2 JULY 29, 2014
The next regular meeting of the City Council will be held on August 5, 2014,
commencing with closed session at 3:00 p.m. and open session at 4:00 p.m. at
the City Hall Council Chambers, 78-495 Calle Tampico, La Quinta, CA 92253.
The regular meetings of August 19 and September 2, 2014 have been cancelled.
DECLARATION OF POSTING
I, Susan Maysels, City Clerk, of the City of La Quinta, do hereby declare that the
foregoing Agenda for the La Quinta City Council meeting was posted near the
entrance to the Council Chambers at 78-495 Calle Tampico, and the bulletin boards
at the Stater Brothers Supermarket at 78-630 Highway 1 1 1, and the La Quinta
Cove Post Office at 51-321 Avenida Bermudas, on July 25, 2014.
DATED: July 25, 2014
SUSAN MAYSELS, City Clerk
City of La Quinta, California
Public Notices
The La Quinta City Council Chamber is handicapped accessible. If special equipment is
needed for the hearing impaired, please call the City Clerk's office at 777-7123, twenty-
four (24) hours in advance of the meeting and accommodations will be made.
If special electronic equipment is needed to make presentations to the City Council,
arrangements should be made in advance by contacting the City Clerk's office at 777-
7123. A one (1) week notice is required.
If background material is to be presented to the City Council during a meeting, please be
advised that eight (8) copies of all documents, exhibits, etc., must be supplied to the City
Clerk for distribution. It is requested that this take place prior to the beginning of the
meeting.
Any writings or documents provided to a majority of the City Council regarding any item(s)
on this agenda will be made available for public inspection at the Planning Department's
counter at City Hall located at 78-495 Calle Tampico, La Quinta, California, 92253, during
normal business hours.
SPECIAL CITY COUNCIL AGENDA 3 JULY 29, 2014
ow �o
-g
e4
c � w
OF TY1 U
NOTICE AND CALL OF SPECIAL MEETING
OF THE LA QUINTA CITY COUNCIL
TO THE MEMBERS OF THE LA QUINTA CITY COUNCIL AND TO THE CITY CLERK:
NOTICE IS HEREBY GIVEN that a special meeting of the La Quinta City
Council is hereby called to be held on July 29, 2014 at 6:00 p.m., at La Quinta
City Hall, La Quinta, CA 92253 for the following purpose:
CLOSED SESSION: Conference with Real Property Negotiators pursuant to
Government Code section 54956.8 for property located at: SilverRock
Resort (APNs 770-200-026; 776-150-021; 776-150-023; 770-060-056;
770-060-057; 770-060-058; 770-060-059; 770-060-061; 770-060-062;
777-490-004; 777-490-006; 777-490-007; 777-490-012 AND 777-490-
014);
Agency Negotiator: Frank J. Spevacek, City Manager;
Negotiating Parties: John Gamlin, Meriwether Companies; Robert S. Green,
Jr., The Robert Green Company;
Under Negotiation: Price and terms of payment for acquisition and/or
disposition of the property identified
2. CLOSED SESSION: Conference with Real Property Negotiators pursuant to
Government Code section 54956.8 for property located at: East of
Jefferson Street, South of Palm Circle Drive, and North of the Whitewater
Stormwater Channel (APNs 600-080-001; 600-080-002; 600-080-003;
600-080-004; 600-080-005; 600-080-006; 600-080-007; 600-080-008;
AND 600-080-009);
Agency Negotiator: Les Johnson, Community Development Director;
Negotiating Parties: Jim Snellenberger, Snellenberger Family Inv. L.L.C.;
Under Negotiation: Price and terms of payment for acquisition and/or
disposition of the property identified
Special City Council Meeting
July 29, 2014
3. STUDY SESSION: PRESENTATION OF SURVEY RESULTS ON CITY
SERVICES AND VIABILITY OF A LOCAL SALES TAX MEASURE
Dated:
Attest:
Susan Maysels
City Clerk
ls/ Don Adolph
Don Adolph, Mayor
DECLARATION OF POSTING
I, Susan Maysels, City Clerk, do hereby declare that the foregoing agenda for the
Special Meeting of the La Quinta City Council meeting of July 29, 2014 was
posted on the outside entry to the Council Chamber at 78-495 Calle Tampico and
on the bulletin boards at 51-321 Avenida Bermudas and 78-630 Highway 1 1 1 on
July 25, 2014.
DATED:
Susan Maysels, City Clerk
City of La Quinta
Special City Council Meeting 2
July 29, 2014
N O�
IacaevoMren G�
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CITY / SA/ HA/ FA MEETING DATE: July 29, 2014 AGENDA CATEGORY:
ITEM TITLE: PRESENTATION OF SURVEY RESULTS BUSINESS SESSION:
ON CITY SERVICES AND VIABILITY OF A LOCAL
SALES TAX MEASURE CONSENT CALENDAR:
STUDY SESSION: 1
PUBLIC HEARING:
RECOMMENDED ACTION:
Provide direction to staff regarding the preparation of a resolution and ordinance for
a sales tax measure to be placed on the November 4, 2014 ballot.
EXECUTIVE SUMMARY:
On May 20, 2014, the City Council directed staff to survey residents to
gauge support for placing a sales tax increase measure on the November
2014 ballot. In order to place it on the ballot, a 2/3 majority of the Council
(4 out of 5 members) must vote in the affirmative.
The City commissioned the Lew Edwards Group and FM3 Research to
conduct a telephone survey of residents to receive feedback on City services
and assess viability of a sales tax increase measure.
The survey asked residents about the general direction of the City, if they
perceived the City to have a financial need for the measure, importance of
City services, and if they would be willing to support a sales tax increase
measure.
While survey respondents were evenly split in their position of a potential
sales tax increase measure, nearly eight -in -ten respondents felt things in the
City are headed in the right direction.
Respondents' positive mood about the City carried into their assessment of
the City's need for additional revenue whereby respondents felt a lack of
urgency to support an increase in local revenue.
The Summary of Survey Results (Attachment 1) provides details on key
findings from the survey.
4
FISCAL IMPACT:
None.
BACKGROUND/ANALYSIS:
In order to close projected deficits in the General Fund and maintain the quality of
life in La Quinta, the City Council discussed the possibility of an increase in sales
tax. A survey was conducted from June 18-29 via land lines and mobile phones of
300 representative residents (the number to statically validate results) to determine
whether or not a tax measure for the November 2014 ballot would be supported.
The margin of error for the city's survey of respondents is approximately +/-6.0%
at the 95 % confidence level. This means that if the survey process were repeated
100 times, 95 times out of 100 the results would be within six percentage points
of the results reported by FM3.
The survey included questions on what is important to City residents. Overall
results showed that the City of La Quinta is headed in the right direction.
Respondents trust their local government and believe the City Council is leading La
Quinta toward a bright future. Respondents are interested in keeping La Quinta as
beautiful as it is, with the services it currently has.
Results also showed respondents were split in their position on a potential revenue
measure for the November 2014 ballot with support outweighing opposition by one
percent, which is within the survey's margin of error. Respondents' views on the
City's need for additional funding are divided, with 53% saying the City has a
"great" or "some" need for additional revenue and 40% saying there is "little" or
no real" need at this time. The view that there is little/no real need speaks to a
critical education and communications opportunity on informing residents about the
City's financial needs going forward.
To that end, staff recommends retooling the City's communication efforts with
residents utilizing information learned from the survey. This will allow for more
discussions on the City's financial need and better position the City for a sales tax
increase ballot measure in November 2016. The following objectives are proposed:
Develop messaging around the City's financial need;
Create an informational website with a digital community engagement
component;
Initiate year round community outreach sessions (currently done annually in
the spring);
Review and update existing communication pieces and outline the looming
financial needs;
Regularly issue letters to community members and stakeholders.
5
ALTERNATIVES
Council may choose to go forward with the ballot measure for November 2014 or
postpone it to November 2016 while initiating a community education program.
Report prepared by: Chris Escobedo, Assistant to City Manager
Report approved for submission by: Frank J. Spevacek, City Manager
Attachment: 1. Summary of Survey Results
6
Fairbank,
Maslin,
Maullin,
Metz &
Associates
Public Opinion Research
& Strategy
TO: City of La Quinta
FROM: Fairbank, Maslin, Maullin, Metz & Associates (FM3)
RE: Summary of Survey Results
DATE: July 24, 2014
Fairbank, Maslin, Maullin, Metz & Associates (FM3) recently completed a survey' of La Quinta
residents to provide the City with feedback on city services and assess interest in a possible local
funding measure.
Key Findings:
1) Nearly eight -in -ten respondents feel things in the City of La Quinta are headed in the right direction, far
outpacing similar ratings for Riverside County and the Coachella Valley.
2) More than seven -in -ten respondents have favorable impressions of the La Quinta City government overall
and the La Quinta City Council.
3) Respondents were more evenly split on the question of whether or not the City has a need for additional
funds to provide the level of city services that residents need and want.
4) Respondents were also split in their positions on a potential local revenue measure for the November
2014 ballot to protect vital city services such as police protection, 9-1-1 response, programs attracting
businesses and creating jobs, senior services and other city services by establishing a one -cent sales tax
with various provisions for fiscal accountability. After hearing a summary and informational messages in
favor of and opposing the measure, support outweighs opposition by a single point and the result is well
within the survey's margin of error thus reducing the level of certainty in the findings.
I From June 18"' — 291h, 2014, Fairbank, Maslin, Maullin, Metz & Associates (FM3) conducted a telephone survey of 303
residents in the City of La Quinta likely to vote in the November 2016 general election. For this full sample, the margin of error
is plus or minus 5.6 percent. Within the full sample, 260 would be expected to vote in the November 2014 general election.
Results are reported from the responses of this sub -sample. The margin of error for this sub -sample is plus or minus 6.2 percent.
2425 Colorado Avenue. Suite 180 1999 Harrison Street Suite 1290
Santa Monica, CA 90404 Oakland, CA 94612
Phone: (310) 828-1183 Phone: (510) 451-9521
Fax: (310) 453-6562 Fax: (510) 451-0384
City of La Quinta Community Survey Memo
Page 2
Seventy-eight percent of respondents feel things in La Quinta are headed in the right direction, with
only 14 percent saying that things are off on the wrong track and eight percent undecided (see Figure 1). La
Quinta residents are far more positive about the direction of their City than they are of Riverside County or
the Coachella Valley in general. Sixty-one percent perceive that things in the Coachella Valley are headed in
the right direction, while 48 percent say the same about Riverside County overall.
Figure 1: Percentage Saying Things Are Headed in the Right Direction/Off on the Wrong Track
The City of La Quinta
Coachella Valley
Riverside County
0% 20% 40% 60% 80% 100%
Opinions on the La Quinta City government overall and City Council specifically are also extremely positive
(see Figure 2). Eighty percent of respondents have a "very" or "somewhat" favorable opinion of the City
government, reflecting a strong satisfaction with the current level and quality of services. Only nine percent
have an unfavorable opinion and another 11 percent are unsure.
The City Council received similar favorability ratings. Seventy-three percent have a "very" or "somewhat"
favorable opinion, with 11 percent holding an unfavorable opinion and 16 percent unsure.
Figure 2: Ratings of the La Quinta City Government and City Council
■ Very Fay. ■Smwt.Fay. ❑Smwt.Unfay. ■ Very Unfay. ❑NHO ■Can't Rate/DK Total
I Fay.
La Quinta City government overall
The La Quinta City Council
0% 20% 40% 60% 80% 100%
80%
73%
Respondents' positive mood about La Quinta carries into an assessment of the City's need for additional
revenue to provide the level of city services that residents need and want. Opinions on this question are much
more divided, with 53 percent saying the City has a "great" or "some" need for additional funds and 40
percent saying there is "little" or "no real" need at this time. Eight percent were unsure (see Figure 3 below).
These results show that respondents feel a lack of urgency to support an increase in local revenue.
Fait -bank,
Maslin,
Maullin,
Meta
Associates
City of La Quinta Community Survey Memo
Page 3
Figure 3: Percentage Saying La Quinta Needs Additional Funds
Great need 15% Great/
Some Need
Some need 38% 53%
Little need 12% Little/No
Real Need
No real need 28% 40%
Don't know 18%
0% 10% 20% 30% 40%
Respondents also made it clear that they find several of the services offered by the City to be important (see
Table 1). Clearly, public safety services are the highest priority, while majorities also called street repair,
graffiti removal, economic development, senior services and affordable housing for seniors either "extremely"
or "very" important.
Table 1: Percentage Rating City Services as "Extremely" or "Very" Important
City Services
Maintaining 911 police response times
ImportantTotal
Extremely/Very
>>�''
Preventing cuts to 911 police response services
81 %
Protecting crime prevention services
75%
Preventing cuts to police protection
69%
Preventing cuts to neighborhood police patrols
66%
Maintaining graffiti removal programs
61 %
Repairing streets and sidewalks
61 %
Preventing cuts to programs that attract businesses and create jobs
60%
Fixing potholes and maintaining local streets
60%
Restoring economic development funds that bring in new businesses and
jobs to the City
59%
Preventing cuts to senior services
57%
Developing quality affordable housing for seniors who live in La Quinta
50%
SUPPORT FOR LOCAL REVENUE MEASURE
Respondents do not support a local revenue measure at high enough levels to provide confidence that such a
measure would pass in November 2014. Respondents were read a description of a measure tentatively titled
the La Quinta Public Safety and Essential City Services Protection Measure, which would protect vital city
services such as police protection, 9-1-1 response, programs attracting businesses and creating jobs, senior
services and other city services by establishing a one -cent sales tax with various provisions for fiscal
accountability.
Fait -bank,
Maslin,
Maultin,
Meta
Associates
1
City of La Quinta Community Survey Memo
Page 4
The most dependable standard for determining the viability of the measure is the result after respondents hear
the summary and informational messages in favor of and opposing the measure. The survey finds that likely
November 2014 voters are nearly evenly split: 50 percent of respondents said they would vote yes to
support the measure and 49 percent said they would vote no (see Figure 4). Only one percent were
undecided. With a margin of error of +/-6.2% for the sample of voters likely to participate in the
November 2014 election, FM3 cannot confidently project success for the measure at this time.
Figure 4: Support for Potential Sales Tax Measure After Informational Messages
Total Yes
Total No
Undecided
o f 20 40 60
CONCLUSIONS
FM3 cannot project with confidence that the specific measure tested in the survey would be approved by
voters in November 2014. It is possible that a summary statement that featured different City services and
accountability measures could rate higher. However, it appears fair to argue that the lack of definitive support
for the measure is due to La Quinta voters' overall positive impressions about the current state of the City and
their lack of urgency for additional funds.
If the City chooses to plan for a November 2016 election scenario for a local revenue measure, FM3
recommends using the intervening time to inform residents of the need for new revenue sources to maintain
the current level of city services. FM3 also recommends starting early in 2016 with a process of research and
refinement to the ballot measure language and educational messages to give the best opportunity for success.
Fait -bank,
Maslin,
Mauldin,
Meta
Associates
1
Fairbank,
Maslin,
Maullin,
Metz &
Associates
Public Opinion Research
& Strategy
TO: City of La Quinta
FROM: Fairbank, Maslin, Maullin, Metz & Associates (FM3)
RE: Summary of Survey Results
DATE: July 24, 2014
Fairbank, Maslin, Maullin, Metz & Associates (FM3) recently completed a survey' of La Quinta
residents to provide the City with feedback on city services and assess interest in a possible local
funding measure.
Key Findings:
1) Nearly eight -in -ten respondents feel things in the City of La Quinta are headed in the right direction, far
outpacing similar ratings for Riverside County and the Coachella Valley.
2) More than seven -in -ten respondents have favorable impressions of the La Quinta City government overall
and the La Quinta City Council.
3) Respondents were more evenly split on the question of whether or not the City has a need for additional
funds to provide the level of city services that residents need and want.
4) Respondents were also split in their positions on a potential local revenue measure for the November
2014 ballot to protect vital city services such as police protection, 9-1-1 response, programs attracting
businesses and creating jobs, senior services and other city services by establishing a one -cent sales tax
with various provisions for fiscal accountability. After hearing a summary and informational messages in
favor of and opposing the measure, support outweighs opposition by a single point and the result is well
within the survey's margin of error thus reducing the level of certainty in the findings.
' From June 18"' — 29`h, 2014, Fairbank, Maslin, Maullin, Metz & Associates (FM3) conducted a telephone survey of 303
residents in the City of La Quinta likely to vote in the November 2016 general election. For this full sample, the margin of error
is plus or minus 5.6 percent. Within the full sample, 260 would be expected to vote in the November 2014 general election.
Results are reported from the responses of this sub -sample. The margin of error for this sub -sample is plus or minus 6.2 percent.
2425 Colorado Avenue. Suite 180 1999 Harrison Street Suite 1290
Santa Monica, CA 90404 Oakland, CA 94612
Phone: (310) 828-1183 Phone: (510) 451-9521
Fax: (310) 453-6562 Fax: (510) 451-0384
City of La Quinta Community Survey Memo
Page 2
GENERAL OPINIONS OF LA QUINTA CITY GOVERNMENT
Seventy-eight percent of respondents feel things in La Quinta are headed in the right direction, with
only 14 percent saying that things are off on the wrong track and eight percent undecided (see Figure 1). La
Quinta residents are far more positive about the direction of their City than they are of Riverside County or
the Coachella Valley in general. Sixty-one percent perceive that things in the Coachella Valley are headed in
the right direction, while 48 percent say the same about Riverside County overall.
Figure 1: Percentage Saying Things Are Headed in the Right Direction/Off on the Wrong Track
The City of La Quinta
Coachella Valley
Riverside County
0% 20% 40% 60% 80% 100%
Opinions on the La Quinta City government overall and City Council specifically are also extremely positive
(see Figure 2). Eighty percent of respondents have a "very" or "somewhat" favorable opinion of the City
government, reflecting a strong satisfaction with the current level and quality of services. Only nine percent
have an unfavorable opinion and another 11 percent are unsure.
The City Council received similar favorability ratings. Seventy-three percent have a "very" or "somewhat"
favorable opinion, with 11 percent holding an unfavorable opinion and 16 percent unsure.
Figure 2: Ratings of the La Quinta City Government and City Council
■ Very Fay. ❑Smwt.Fay. ❑Smwt.Unfay. ■ Very Unfay. ❑NHO ■Can't Rate/DK Total
I Fay.
La Quinta City government overall
The La Quinta City Council
0% 20% 40% 60% 80% 100%
80%
73%
Respondents' positive mood about La Quinta carries into an assessment of the City's need for additional
revenue to provide the level of city services that residents need and want. Opinions on this question are much
more divided, with 53 percent saying the City has a "great" or "some" need for additional funds and 40
percent saying there is "little" or "no real" need at this time. Eight percent were unsure (see Figure 3 below).
These results show that respondents feel a lack of urgency to support an increase in local revenue.
Fait -bank,
Maslin,
Maullin,
Meta
Associates
City of La Quinta Community Survey Memo
Page 3
Figure 3: Percentage Saying La Quinta Needs Additional Funds
Great need 15% Great/
Some Need
Some need 38% 53%
Little need 12% 1 Little/No
Real Need
No real need 28% 40%
Don't know 18%
0% 10% 20% 30% 40%
Respondents also made it clear that they find several of the services offered by the City to be important (see
Table 1). Clearly, public safety services are the highest priority, while majorities also called street repair,
graffiti removal, economic development, senior services and affordable housing for seniors either "extremely"
or "very" important.
Table 1: Percentage Rating City Services as "Extremely" or "Very" Important
City Services
Maintaining 911 police response times
ImportantTotal
Extremely/Very
61,�''
Preventing cuts to 911 police response services
81 %
Protecting crime prevention services
75%
Preventing cuts to police protection
69%
Preventing cuts to neighborhood police patrols
66%
Maintaining graffiti removal programs
61 %
Repairing streets and sidewalks
61 %
Preventing cuts to programs that attract businesses and create jobs
60%
Fixing potholes and maintaining local streets
60%
Restoring economic development funds that bring in new businesses and
jobs to the City
59%
Preventing cuts to senior services
57%
Developing quality affordable housing for seniors who live in La Quinta
50%
SUPPORT FOR LOCAL REVENUE MEASURE
Respondents do not support a local revenue measure at high enough levels to provide confidence that such a
measure would pass in November 2014. Respondents were read a description of a measure tentatively titled
the La Quinta Public Safety and Essential City Services Protection Measure, which would protect vital city
services such as police protection, 9-1-1 response, programs attracting businesses and creating jobs, senior
services and other city services by establishing a one -cent sales tax with various provisions for fiscal
accountability.
Fait -bank,
Maslin,
Maullin,
Meta
Associates
City of La Quinta Community Survey Memo
Page 4
The most dependable standard for determining the viability of the measure is the result after respondents hear
the summary and informational messages in favor of and opposing the measure. The survey finds that likely
November 2014 voters are nearly evenly split: 50 percent of respondents said they would vote yes to
support the measure and 49 percent said they would vote no (see Figure 4). Only one percent were
undecided. With a margin of error of +/-6.2% for the sample of voters likely to participate in the
November 2014 election, FM3 cannot confidently project success for the measure at this time.
Figure 4: Support for Potential Sales Tax Measure After Informational Messages
Total Yes
Total No
Undecided
o f 20% 40 60
CONCLUSIONS
FM3 cannot project with confidence that the specific measure tested in the survey would be approved by
voters in November 2014. It is possible that a summary statement that featured different City services and
accountability measures could rate higher. However, it appears fair to argue that the lack of definitive support
for the measure is due to La Quinta voters' overall positive impressions about the current state of the City and
their lack of urgency for additional funds.
If the City chooses to plan for a November 2016 election scenario for a local revenue measure, FM3
recommends using the intervening time to inform residents of the need for new revenue sources to maintain
the current level of city services. FM3 also recommends starting early in 2016 with a process of research and
refinement to the ballot measure language and educational messages to give the best opportunity for success.
Fait -bank,
Maslin,
Maullin,
Meta
Associates
7/29/2014
Overview
❑ Revenue for City services
®Cut expenses and workforce
® RDA Dissolution
❑ Review of taxes — May 5th
❑ Sales Tax and Future Financial need- May 20th
❑ Survey results — Tonight
1
7/29/2014
Placing a Tax Measure an the Ballot
❑ A 2/3rd majority of the Council (4 out of 5
members) must vote in the affirmative
❑ Requires adoption of resolutions to proceed
❑ Seeking 2/3rd majority to proceed
2
City of La Quinta
Finance Measure Survey
Summary of Results
Survey Conducted:
June 18-29, 2014
Fairbank,
Maslin,
Maullin,
Mete &
Associates
MIN
Project Objectives & Results
220-3916
• A recently commissioned project of The Lew
Edwards Group --with survey research conducted by
FM3 Research --evaluated public perceptions in the
City of La Quinta on quality of life issues, attitudes
toward city services, and customer satisfaction
levels, including assessing a potential local revenue
option.
• The survey was conducted consistent with LEG's
best practices for similar studies conducted with
cities in the greater Inland Empire, Coachella Valley
and California.
Project Parameters
• The survey development was implemented in close
consultation with City staff
• At staff's direction, both 2014 and 2016 scenarios
were evaluated
• Consistent with LEG's Best Practices, two tax
increment levels were tested
• The survey found that La Quinta residents are
overwhelmingly satisfied with the direction of the
City and the job being done by the Council.
• However, for this reason your constituents currently
do not see the need for funding and a revenue
measure in 2014 is not viable due to these factors
Survey Methodology
• Survey conducted June 18-29, 2014
• Interviews conducted by landline and cell phones
with 303 randomly -selected City of La Quinta likely
voters (margin of error: +/-5.6%)
• Of those, 260 were likely to vote in the November
2014 election (margin of error: +/- 6.1 %)
• Presentation is based on November 2014 voter
sample, except where noted
2
Nearly eight -in -ten voters believe the City of La
Quinta is headed in the right direction, while six -in -
ten believe the same about the Coachella Valley.
Would you say that things in are generally headed in the
right direction, or do you feel that things are off on the wrong track?
■ Rinht Dirertinn ■ Wrnnn Track EiDK/NA
The City of La Quinta
Coachella Valley
Riverside County
0 % 20% 40% 60 % 80% 100%
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3
Voters have very favorable impressions of
City government overall and the City Council.
i am going to read you a list of names of some local institutions and people that are often in the
public eye. Please tell me if your overall impression of that institution is favorable or unfavorable.
■VeryFay._ sSmwt.Fay. ■Smwt/VeryUnfay. ❑NHO ❑Can't Rate/DK
La Quinta City government overall
The La Quinta City Council
0% 20% . 40% 60% 80% 100%
Far�tuk:ta's.:ScG7r.:rSdUo. ~�-F,J
While a majority recognize that the City needs
additional funds it is within the MOE.
In your personal opinion, do you think there is a great need, some need, a little need,
or no real need for additional funds to provide the level of city services that La Quinta
residents need and want?
Great need 15% Great/Some
Need
Some need 380/u 53%
Little need
No real need
Don't know te8'91,6
0% 10%
FnirSmk 3!oilih Slw!Gn i:cr h Avaiue�-F'.1L'
12% Little/No
Real Need
28. 40%
20% 30% 40%
il
Potential Sales Tax Measure Ballot Statement
(question reviewedlapprovedby GtyAttorney)
,,La Quinta Public Safety and Essential City. SerVices!
Protection Measure. It may read asJollows.
To replace state takeaw'ays of local funds,. prevent severe;
budget cuts and protect vital -City services" -including: police
protection, neighborhood police patrols, and 911'
.re'sponse;. programs attracting businesses and creating
..jobs.;- senior services; -pothole and street repair; parks and
..recreation programs, and other vital City services, shall
"the City, of La -Quinta' establish a one cent, sales, tax,,
requiring g citizen's s oversight, annual in -dependent, -audits,;
and all funds remaining. in' La Quinta?
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A majority initially support but results are
highly polarized and within the MOE.
If the election were held today, do you think you would
vote `yes" in favor of this measure or "no" to oppose it?
Definitely yes 32% Total
Probably yes 209%/. Yes
54%
Undecided, lean yes 2%
Undecided, lean no 2%
Probably no
Definitely no
Undecided R201.
0%
f�.& M-'. Y.ad16f.;ftLQ 4—FX1
so%
so%
40%
20%
0%
(% of
Sample)
`'uirAink .1/c:lire SluePin..lfrr &:I�mrima �ftli
Total
11% No
31 % 45%
20% 40%
Voters who see the City as moving in the
right direction support the measure, while those
who believe it is on the wrong track oppose it.
Initial Vote by City Direction
■Total Yes ■Total No o Undecided
Right Direction Wrong Track
(78%) (14%)
M
Voters who see the City as having "great" or "some"
need for additional funds support the measure,
while those who. perceive less need do not.
Initial Vote by Need for Additional Funding
■Total Yes ■Total No oUndecided
100%
80 %
60%
40%
20%
0%
Great Need
(% of
Sample) (15%)
Fv'd�{ Sled's. S!sJ�.Yrt-SAsw:=rif.Mi
Some Need Great/Some Little/No
Need Real Need
(38%) (52%) (40%)
Support for the measure is higher among the
universe of likely November 2016 voters and
may be a better time to plan for.
Likely November 2014 Voters Likely November.2016 Voters
Definitely yesT2%
32% 31 % Total
Total
Probably yes Yes r-/(
% Yes
54% 56%
Undecided, lean yes 3
Undecided, lean no 2%
Total
Probably no 16
No
45%
Definitely no 31 %
Undecided 2%
0% 20% 40% 60%
F'amb. µ 41:,,(i,.1i•,!Iie'dx d.lunrimn -Ftli MAIR,,
2%
Total
10% No
29% 42%
2%
0% 20% 40% 60%
VA
Support does not increase when the sales tax
rate is reduced to three-quarters of a cent.
One Cent Three-quarters of a Cent
Definitely yes 32% 31 %
Total Total
Probably yes 20% Yes 19% 53%
Yes
Undecided, lean yes 2% 54% %%
Undecided, lean no . 2% 2%
Total Total
Probably no 11 % No 100/0
No
Definitely no 31% 45% 33% 45%
Undecided l 2%
0% 20%
F&ka_ Ma. .':ml.,Lzrssus. nfi
l'1 2%
40% 60% 0% 20% 40% 60%
If proceeding, a nine-year sunset is
recommended.
Returning to the potential one -cent sales tax measure we were discussing earlier, the
potential measure has not been written yet. Would you be more likely or less likely to
support this measure if the sales tax would expire automatically in nine years, and be legally
required to end at that time?
Much more likely. 29% Total More
Somewhat more likely 20% Likely
43%
Somewhat less likely
Much less likely
No effect either way
Don't know/NA
o%
F'uir~rtnk Jtc./'a Jfw9in, Jfm 6:kur�inra Ftf!
g% Total Less
Likely
19% 27%
21% No Effect/
OK/NA
3% 24%
10% 20% 30% 40%
M
Sunset clause is helpful
to solidify support.
9 Year Sunset Clause by Initial Vote
■Total More Likely ■Total Less Likely allo Difference/DK/NA
100 A
eoA
60A
40A
20A
OA
Definitely Probably/ Probably/
(% of Yes Lean Yes Lean No
Sample) (32%) (22%) (13%)
FW-L Uar .,4J-d— Fir]
Definitely Total Total
No Yes No
(31%) (54%) (45%)
0
Voters prioritize protecting public safety services and
respond well to general statements about
the benefits of the measure...
l am going to read you a list of ways in which the funds generated by this ballot measure could be
spent and provisions that could potentially be included. Regardless of your opinion of the
measure, please tell me how important that provision or use of funds is to you personally: is
it
extremely important, very important, somewhat important, or not too important?
Total
WEA Impt. aVery Impt. oSmwt. Impt. ■Not Too Impt. ❑DK/NA
Impt.
Ensuring all funds are used only in
7%
88 0
La Quinta
Maintaining 911 police response times 1110/p :' .
81 %
Preventing cuts to 911 police response �, •
81%
services
Maintaining the long-term financial stability 0 16%p: •' .
25%
75%
of the City
Protecting crime prevention services 4' ° 15%,' •'
75%
Preventing cuts to police protection •' 0 20O1_`- •'
69%
Protecting local property values ' , 4. 1'8%0. ;;
69%
0% 20% 40% 60% 80% 100%
...while other city services are seen as less important.
Total
0EAImpt. 0Very Impt. ❑smwt.Impt. ■Not Toolmpt. oDK/NA Impt.
Preventing cuts to neighborhood police W��
o °patrols 20 /0 66 /o
Protecting vital city services
Maintaining graffiti removal programs
Repairing streets and sidewalks
,'Maintaining the quality of life that
residents have come to expect
Preventing cuts to programs that attract
businesses and create jobs
Fixing potholes and maintaining local
streets
0%
ni&,k .Aa ial,-F.VI
20% 40% 60% 80% 100%
65%
61%
61%
60%
60%
60%
Continued
■Ext.Impt. oVerylmpt. ❑Smwt.Impt.
Restoring economic development funds
that bring in new businesses and jobs to 8
the City
Maintaining vital city services 1 1 . 8
Ensuring independent annual financial
audits
Preventing cuts to senior services
Preventing the depletion of the City's
emergency budget reserves
Ensuring citizen's oversight of funds
Developing quality affordable housing for
seniors who live in La Quinta
Replacing state takeaways of local funds
■ Not Too Impt. o DK/NA Total
Impt.
27%' 59%
0% 20% 40% 60% 80% t00%
59%
58%
57%
53%
52%
50%
50%
Educational messages emphasizing protecting local
services and quality of life, as well as the accountability
provisions resonate most with voters.
■VeryConv. oSmwt.Conv.
"(QUALITY OF LIFE) People live in La Quinta because it offers a
better quality of life and better services than some other Coachella
Valley cities. Passing this ballot measure will provide La Quinta with
the resources to continue support for public safety services, senior
programs, parks, cultural programs, landscaping and other services
and programs that make La Quinta a desirable place to live and do
business.
(SACRAMENTO TAKEAWAYS) The state has taken more than $63
million from the City of La Quinta over the last few years, including
funds that we relied on for critical local improvements and economic
development. Passing this measure is crucial to ensuring sufficient
funding for local police protection, street repair, senior programs and
other services residents depend on.
(ACCOUNTABILITY/LOCAL CONTROL) This measure includes
strict accountability provisions such as independent citizens' reviews
of spending, public spending reports and annual independent financial
audits. This measure will provide our City with a dedicated local
source of funding to maintain city services that by law cannot be taken
by state government or other bureaucrats, and all funds must be used
only —in —Ea Quinta.
0%
fuih w, i;u+iin !/md/in;dfn:.E.lvmra.a Bl!
r8%
3%
20% 40% 60% 80%
11
Continued
■ VeryConv. a SmM. Conv.
-(LAW ENFORCEMENT) The costs of hiring the sheriffs
department to provide police protection in La Quinta has gone
up over 10% in the last few years. So the City, needs new
revenue or we will be forced to have fewer police officers
protecting La Quinta and longer response times in an
emergency.
(SALES TAX) La Quinta is a major regional shopping
destination for people across the Coachella Valley, and two
out of every three sales tax dollars collected in La Quinta
come from residents of other cities. This means that two-
thirds of the money from this measure will be paid by out-of-
towners. And this measure will not be applied to prescription
medication or food purchased as groceries.
0% 20% 40% 60% 80%
Fa:.lw.i SiaCn. S! qua, i'n:k.h:odck -FNJ
By the third ballot test, support falls to a bare
majority --well within the margin of error.
If the election were held today, do you think you would
vote `yes" in favor of this measure or no" to oppose it?
Initial Vote After Positives After Negatives
80%
Total Yes 54% 56% 60%
50%
Total No 45% 49%42% 40%
20%
Undecided 2% 2% 1 %
0%
i t,,,, r,:,N,,� ,.,,,..;fW:�:b, r,,.F:,,,
12
The three-quarter cent measure falls short of the
majority needed for approval by the end of the survey.
Three-quarters of a Cent
Initial Vote
Definitely yes 31
Total
Probably yesT3016
Yes
Undecided, lean yes 53%
Three-quarters of a Cent
After Messages
_ 26% Total
- 20% Yes
48%
2%
Undecided, lean no
Total Total
Probably no 10% No 149% No
Definitely 33 /°
° 45% 33% 49%
no
Undecided �J 2% 3%
°% 20% 40% 60% °% 20% 40% 60%
hie., W! ,Y-r, Hs&A ocL a FJ(3
13
Consultant Conclusions &
Recommendations
• Your constituents are highly satisfied with the
services that the City provides, and values their
quality of life.
• As LEG only recommends that a city proceed if it is
above the Margin of Error on the final ballot test, our {
team is recommending that the City postpone
placing this measure on the ballot until you have had
an opportunity to further inform and engage your
public, which a November 2014 timeframe does not
allow. ti
Questions & Discussion
fuvlwk 15nGh .5hv!!in,:lrt 6:Lvaiarc, �F113
26
14
Fairbank,
Maslin,
Maullin,
Metz &
Associates
Public Opinion Research
& Strategy
FM3
2425 Colorado Ave., Suite 180
Santa Monica, CA 90404
Phone (310) 828-1183
Fax (310) 453-6562
John@FM3research.com
Adam@,FM3research.com
the Lew Edwirds Grou
5454 Broadway
Oakland, CA 94618
P.O. Box 21215
Oakland, CA 94620
Phone (510) 594-0224
Fax (510) 420-0734
info@jewedwardsgroup.com
15