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Home My WebLink AboutACE Ballot Language and Council Memo To: Vail Town Council From: David Flaherty, Magellan Strategies and Kelli McDonald, Town of Vail staff Date: May 1, 2012 Subject: Ballot Language and Voter Poll for Proposed Tax Increase I. ITEM/TOPIC: Ballot language and voter poll for proposed tax increase for the purpose of creating, sustaining and ensuring a dedicated funding source for qualified athletic and cultural events and programs in the Town of Vail and supporting ope ration and infrastructure in the Town of Vail related to events. II. ACTION REQUESTED OF COUNCIL: Staff requests the Town Council review the ballot language and voter poll questions presented by Magellan Strategies and provide direction for the polling scheduled to begin May 7, 2012. Results will be presented to Council at the June 19 , 2012 meeting. III. BACKGROUND: At the April 3, 2012 meeting, Town Council directed up to $15,000 be spent on a voter poll to gauge support for a proposed tax increase for the purpose of creating, sustaining and ensuring a dedicated funding source for qualified athletic and cultural events and programs in the Town of Vail and to support operations and infrastructure in the Town of Vail related to events. Such taxes would require approval by the Town of Vail electorate. The proposed ballot issue of an annual levy of an additio nal one and one -half percent (1.5%) lodging tax and one -half (.5%) sales tax on all transactions the town’s existing tax applies to, except for the sales of food for home consumption, is projected to generate $4.5 million annually, commencing January 1, 20 13 and expiring on December 31, 2017. In 2012, the Town Council allocated approximately $2.4 million in funding and $300,000 in in -kind services for a total of $2.7 million for this same purpose. Town of Vail Page 2 IV. STAFF RECOMMENDATION Staff recommends the Town Council review the ballot language and survey questions presented by Magellan Strategies and provide direction for the polling scheduled to begin May 7, 2012. Results will be presented to Council at the June 19 , 2012 meeting. About Magellan Strategies Magellan Strategies is a public opinion research firm located i n Louisville, Colorado and was founded in 2006. Chief Executive Officer David Flaherty has been working in the market research industry since 1998. Magellan has experi ence fielding surveys among small Colorado populations including Steamboat Sp rings and Eagle. Our firm offers three different interview methods to meet the d ifferent research needs of our clients. The three interview approaches we practi ce include: Landline Telephone Interviewing This is the traditional approach where an interviewer calls res pondents on their landline telephone. Cell Phone Interviewing With this approach the interviewer hand dials the cellphone num ber of respondents. Online/Email Interviewing The online interview method involves sending an email to respon dents and invites them to participate in the survey. Interview Methods for the ACE Ballot Language Survey For the ACE ballot language survey project we will be using all three interview methods to ensure the highest response rate possible. The Town of Vail has a very small voter population that includes 4,367 individual voters wi thin 2,804 households. To maximize our cov erage of the voting population the sample for this survey we will be enhanced with new landline, cell phone and em ail addresses. We also intend to post a link to the survey on the Town of Vail we bsite. The online survey will ask respondents for their birth year to ensure that we only tabulate one survey per respondent. Survey Project Timeline 5/1 Approval of ballot language a nd poll questions by Vail Town Council 5/7 Survey goes into the field 6/1 Survey is completed 6/19 Presentation of Survey re sults to Vail Town Council We look forward to working with all parties involved with this research project, and providing solid and reliable res earch so everyone can make info rmed decisions. Draft D Town of Vail ACE Ballot Measure Survey MAGELLAN ID#: COVAILACE -050112 Interviews = 3 00 n Field Dates: TBD MoE +/- 5 .66 % _________________________________________________________________________________________________________ LIVE INTERVIEW SURVEY SCRIPT: Good evening. My name is ____________ and I am calling from Promark Research, a national public opinion firm. We ’reA conducting a survey in Vail t his evening on behalf of the Va i l Town Council , and would like to ask you a few questions on a confidential basis. We are not selling anything, nor will your participation result in any calls in the future to sell you anything. (DO NOT PAUSE) T A . May I speak with (NAME ON FILE)? Are you registered to vote in the Town of Vail address you are speaking from today and are you eligible to vote in this November's election ? YES;-1 NO;-2 (ASK: MAY I SPEAK TO SOMEONE WHO IS REGISTERED TO VOTE?) (REPEAT INTRODUCTION) (TERMINATE IF NO REGISTERED VOTER IS AVAILABLE) Now I am now going to read to you a ballot measure that registered voters in Vail may be asked to consider this November. When I am finished reading the ballot measure tell me how you would vote if the election were being held today. I can repeat the ballot measure for you , but I cannot provide any information regarding the ballot measure . The ballot measure would reads as follows: (READ SLOWLY AND CLEARLY) SHALL THE TOWN OF VAIL TAX ES BE INCREASED FOR THE PURPOSE OF CREATING, SUSTAINING AND ENSURING A DEDICATED FUNDING SOURCE FOR QUALIFIED ATHLETIC AND CULTURAL EVENTS A ND PROGRAMS IN THE TOWN OF VAIL AND SUPPORT OPERATIONS AND INFRASTRUCTURE IN THE TOWN OF VAIL RELATED TO EVENTS FROM THE ANNUAL LEVY OF AN ADDITIONAL ONE AND ONE -HALF PERCENT (1.5%) LODGING TAX AND ONE -HALF PERCENT (0.5%) S LESAT XAONA LLATR NS CTIONSATHEATOWN’SAEXISTINGAT XA PPLIESATO;A EXCEPT FOR THE SALES OF FOOD FOR HOME CONSUMPTION, PROJECTED TO GENERATE $4.5 MILLIO N ANNUALLY IN THE FIRST FISCAL YEAR AND BY WHATEVER ANNUAL AMOUNTS FUTURE COLLECTIONS TOTAL, COMMENCING JANUARY 1, 2013 AND EXPIRING ON DECEMBER 31, 2017, AND SHALL THE REVENU ES FROM SUCH ADDITIO NAL LODGING AND SALE S TAX AND ANY INVESTMENT E ARNINGS THEREON BE COLLECTED AND SPENT BY THE TOWN FOR THE ABOVE S TATED PURPOSES WITHO UT REGARD TO ANY SPENDING, REVENUE RA ISING, OR OTHER LIMI TATION CONTAINED IN ARTICLE X, SECTION 20 OF THE CO LORADO CONSTITUTION OR ANY OTHER LAW? M agellan ID#: COVAILACE -041712 Town of Vail ACE Ballot Language Survey Page 2 of 5 Field Dates: TBD, M o E +/-5 .66 % 3 00 n , CONFIDENTIAL Magellan Strategies | 1685 Boxelder St., Suite 300 | Louisville, CO 8002 7 303 -861 -8585 | www.MagellanStrategies.com T1. That ends the ballot measur e summary. Based on what you know right now, if the e lection were held today, would you vote YES to approve or NO to reject this ballot measure? IF CHOICE YES or NO ASK "And would you say that you strongly (APPROVE/REJECT) the ballot measure or do you j ust somewhat (APPROVE/REJECT) the ballot measure? YES, STRONGLY APPROVE;-1 YES, SOMEWHAT APPROVE;-2 NO, SOMEWHAT REJECT;-3 NO, STRONGLY REJECT;-4 UNDECIDED;-5 DON'T KNOW ;-6 (DO NOT READ) REFUSED;-7 (DO NOT READ) I am now going to read to you some more information about the ballot initiative. After hearing the information, please tell me if you are more or less likely to support theAballotAinitiative;AorAifAitAmakesAnoAdifferenceAinAyourAdecision…AALet'sAgetAstarted.…… T 2 . In 2012, the Vail Town Coun cil - allocated approximately two point four million dollars ($2.4 million) in funding and $300,000 in in -kind services to support qualified athletic, cultural, and other special events and programs in Vail as well as operations related to those events . E xamples of these events include (RANDOM LY USE ONE OF THE FOUR EVENT SET S , AND ROTATE EVENTS WITHIN EACH SET ) EVENT SET #1: T he Teva (TEE -VUH) Summer Mountain Games , T he Bravo! Vail Valley Music Festival , Hot Summer Nights EVENT SET #2 : Spring Back to Vail , The Fourth of July , Gourmet (GORE - MAY) on Gore EVENT SET #3 : The Vail Film Festival , Oktoberfest , Snowdaze EVENT SET #4 : Farmers’AMarketA&A rtAShow , The Vail International Dance Festival , Street Beat If approved, the ballot initiative w ould create a larger, dedicated f unding source for existing and new events and programs . After hearing this information, are you more or less likely to support the ballot initiative or does it not make a difference in your decision? MUCH MORE LIKELY;-1 SOMEWHAT MORE LIKELY;-2 M agellan ID#: COVAILACE -041712 Town of Vail ACE Ballot Language Survey Page 3 of 5 Field Dates: TBD, M o E +/-5 .66 % 3 00 n , CONFIDENTIAL Magellan Strategies | 1685 Boxelder St., Suite 300 | Louisville, CO 8002 7 303 -861 -8585 | www.MagellanStrategies.com SOMEWHAT LESS LIKELY;-3 MUCH LESS LIKELY;-4 NO DIFFERENCE;-5 UNDECIDED/DON'T KNOW;-6 (DO NOT READ) REFUSED;-7 (DO NOT READ) T 3 . The ballot initiative will increase two tax es . The first is a one point five percent (1.5%) lodging tax , and the second is a one half percent (0.5%) sales tax that exempts grocery purchases. The two taxes are projected to generate four point five million dollars ($4 .5 million) to fund athletic, cultural, and other special events and progr ams in Vail and support operations and infrastructure in the Town of Vail related to events . After hearing this information, are you more or less likely to support the ballot initiative or does it not make a difference in your decision? MUCH MORE LIKELY;-1 SOMEWHAT MORE LIKELY;-2 SOMEWHAT LESS LIKELY;-3 MUCH LESS LIKELY;-4 NO DIFFERENCE;-5 UNDECIDED/DON'T KNOW;-6 (DO NOT READ) REFUSED;-7 (DO NOT READ) T 4 . If approved, the two tax increases would last for five years. After five years, Vail voters woul d have the opportunity to voice their opinion to either approve or reject the tax increases . After hearing this information, are you more or less likely to support the ballot initiative or does it not make a difference in your decision? MUCH MORE LIKELY;-1 SOMEWHAT MORE LIKELY;-2 SOMEWHAT LESS LIKELY;-3 MUCH LESS LIKELY;-4 NO DIFFERENCE;-5 UNDECIDED/DON'T KNOW;-6 (DO NOT READ) REFUSED;-7 (DO NOT READ) (ROTATE T 5 CHOICES) T 5 . Supporters of the ballot initiative say that a dedicated funding source is needed for existing and new qualified athletic and cultural events and programs and to support operations and infrastructure in the Town of Vail related to events that build and enhance Vail ’s sense of community , attract destination guest s and generate economic growth and vitality . WHILE M agellan ID#: COVAILACE -041712 Town of Vail ACE Ballot Language Survey Page 4 of 5 Field Dates: TBD, M o E +/-5 .66 % 3 00 n , CONFIDENTIAL Magellan Strategies | 1685 Boxelder St., Suite 300 | Louisville, CO 8002 7 303 -861 -8585 | www.MagellanStrategies.com O pponents of the ballot initiative say now is not the time for a one point five percent (1.5%) lodging tax and a one half percent (0.5%) sales tax increase because Vail taxes are high enough and there ar e a sufficient number of special events now . Which statement comes closer to your point of view? DEDICATED FUNDING SOURCE IS NEEDED;-1 NOW IS NOT THE TIME TO RAISE TAXES;-2 DON'T KNOW;-3 (DO NOT READ) REFUSED;-4 (DO NOT READ) T 6 . Now that you have heard some information about the ballot measure, if the e lection were held today would you vote YES to approve or NO to reject th e ballot measure? IF CHOICE YES or NO ASK "And would you say that you strongly (APPROVE/REJECT) the ballot measure or do you just somewhat (APPROVE/REJECT) the ballot measure? YES, STRONGLY APPROVE;-1 YES, SOMEWHAT APPROVE;-2 NO, SOMEWHAT REJECT;-3 NO, STRONGLY REJECT;-4 UNDECIDED;-5 DON'T KNOW;-6 (DO NOT READ) REFUSED;-7 (DO NOT READ) Thank you for time, and now I have a couple more questions for statistical purposes only ...… D 1 . First, in what year were you born? __ __ __ __ (9999 = DON’T KNOW/REFUSED) D 2 . reAyouAregisteredAtoAvoteAasA.A (ROTATE) __ a Republican, __ a Democrat, an u naffiliated voter , a Libertarian voter, a Green Party voter, or are you registered with another party ? M agellan ID#: COVAILACE -041712 Town of Vail ACE Ballot Language Survey Page 5 of 5 Field Dates: TBD, M o E +/-5 .66 % 3 00 n , CONFIDENTIAL Magellan Strategies | 1685 Boxelder St., Suite 300 | Louisville, CO 8002 7 303 -861 -8585 | www.MagellanStrategies.com REPUBLICAN;-1 DEMOCRAT;-2 UNAFFILIATED ;-3 LIBERTARIAN;-4 GREEN PARTY;-5 DON’TAKNOW/REFUSED,-4 (DO NOT READ) D 3 . Sex (BY OBSERVATION) MALE;-1 FEMALE;-2