Fresno County Library Revenue Measure

Survey

220-3338

Survey Conducted March 9-14, 2012

2

Methodology

Survey Conducted March 9th – 14th, 2012

Interviews conducted by telephone with 1000 County of Fresno voters who are likely to vote in the November 2012 General Election

Margin of error for the full sample is +/- 3.1% Margin of error for half sample is +/-4.4%

Previous Survey conducted March 17th – 22nd and March 24th, 2008

Interviews conducted by telephone with 800 County of Fresno voters who are likely to vote in the November 2008 General Election

Margin of error for the full sample is +/- 3.5% Margin of error for half sample is +/-4.9%

3

Sample Details

SubregionsInterviews Completed

Percent of Sample

Actual Sample

Adjusted

Actual Percent of Population

Margin of Error

Fresno 400 40% 550 55% +/-4.9%

Clovis 200 20% 170 17% +/-6.9%

Mountain 100 10% 20 2% +/-9.8%

Rural Westside 150 15% 120 12% +/-8.0%

Rural Eastside 150 15% 140 14% +/-8.0%

Total 1,000 100% 1,000 100% +/-3.1%

4

Key Findings

Two-thirds of voters perceive that the Fresno County Libraries have a great or some need for additional funds

Close to three-quarters perceive that the State is experiencing a large budget deficit that has negatively affected library services and programs

Voters do not want to experience the cuts to their area’s library services and programs if this measure fails

Three-quarters of voters would definitely or probably vote yes to continue the 1/8th-cent sales tax to help fund Fresno County Libraries, if an election was held at the time of the survey

5

Perception that “Your Local Neighborhood Library” and “Fresno

County Libraries” are in Need of Funds

3/4 combined . Generally speaking, would you say that the your local neighborhood library /Fresno County libraries have a great need for additional funding, some need, a little need or no real need for additional funding? Split Sample..

Great/Some Need69%

CombinedFresno County

Libraries

Great/Some Need69%

Great/Some Need68%

Your Local Neighborhood Library

Great need

Some need

A little need

No real need

Don't know/no answer

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Sales Tax Measure Title and Summary

Measure B Fresno County Neighborhood Public Libraries Protection Measure.

To protect libraries from state budget cuts by preventing reduced library hours and days; providing neighborhood school-library joint programs; adding books; improving literacy and job search programs and computer technology; keeping qualified librarians and; maintaining services for children, seniors and the blind;

Shall Fresno County voters continue the voter-approved 1/8 of a cent sales tax for neighborhood libraries for sixteen years, with audits, citizens’ oversight, all funds staying in Fresno County and no tax rate increase?”

7

Initial 1/8-cent Sales Tax Continuation Measure Vote

5. If there were an election today, do you think you would vote “yes” in favor of this measure or “no” to oppose it? .

Total Yes79%

Total No16%

77%

8

(% of Sample) (41%) (41%)

Party

(18%)

5. If there were an election today, do you think you would vote “yes” in favor of this measure or “no” to oppose it? .

Initial 1/8-cent Sales Tax Continuation Measure Vote by

Demographics Groups:

9

(% of Sample) (60%) (37%)

Ethnicity

(29%)

5. If there were an election today, do you think you would vote “yes” in favor of this measure or “no” to oppose it? .

Initial 1/8-cent Sales Tax Continuation Measure Vote by

Demographics Groups:

10

(% of Sample) (55%) (17%)

Subregion

(12%)(2%) (72%)(14%)

5. If there were an election today, do you think you would vote “yes” in favor of this measure or “no” to oppose it? .

Initial 1/8-cent Sales Tax Continuation Measure Vote by

Demographics Groups:

11

(% of Sample) (17%) (27%)

Supervisory District

(14%) (28%)(15%)

5. If there were an election today, do you think you would vote “yes” in favor of this measure or “no” to oppose it? .

Initial 1/8-cent Sales Tax Continuation Measure Vote by

Demographics Groups:

12

(% of Sample) (69%) (31%)

Perceived Need Neighborhood/County Libraries

5. If there were an election today, do you think you would vote “yes” in favor of this measure or “no” to oppose it? .

Initial 1/8-cent Sales Tax Continuation Measure Vote by

Demographics Groups:

13

Initial Vote on 1/8-cent and 1/4-cent Sales Tax Measures

5/6. If there were an election today, do you think you would vote “yes” in favor of this measure or “no” to oppose it? .

Total Yes79%

1/8-cent Continuation Sales Tax

1/4-centSales Tax

Total No16%

Total Yes59%

Total No37%

77% 56%

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Vote on 1/8 Cent Sales Tax Measure at 16, 12 and 8 Years

5/7a/7b. If there were an election today, do you think you would vote “yes” in favor of this measure or “no” to oppose it? .

Total Yes79%

16 Years

Total No16%

8 Years12 Years

Total Yes65%

Total No28%

Total Yes61%

Total No32%

77%Definitely yes

Probably yesUndecided,

lean yes

Undecided, lean no

Probably no

Definitely no

Undecided

62% 59%

15

Agree/Disagree with Fresno County Library-Related Statements

Fresno County public libraries play a critical role in

strengthening education in local public schools.

Total Strongly/

Somewhat Agree

88%

84%

81%

78%

Fresno County is experiencing a large budget deficit.

Libraries are safe places for children.

8. I’m going to read you a list of Fresno County public libraries-related statements. After I read each one, please tell me whether you generally agree or disagree. Split Sample. ^Not part of Split Sample.

(Ranked by Strongly Agree)

16

Agree/Disagree with Fresno County Library-Related Statements;

continued

8. I’m going to read you a list of Fresno County public libraries-related statements. After I read each one, please tell me whether you generally agree or disagree. Split Sample. ^Not part of Split Sample.

Neighborhood libraries offer young people after-school

and weekend programs, providing them with a safe

alternative to joining gangs.

Total Strongly/

Somewhat Agree

76%

72%

73%

46%

39%

The state is experiencing a large budget deficit that has negatively affected library

services and programs.

Fresno County residents have increased their use of neighborhood libraries over

the last several years.

^My area of the County does not receive its fair share of library resources and

services.

(Ranked by Strongly Agree)

17

Willingness to Pay through a Sales Tax Continuation for Features of the

Measure

9. I am now going to mention a list of ways money from this library ballot measure could be used. Regardless of your opinion of the measure, after I mention each one, please tell me how willing you would be personally to pay for that proposed item through the proposed sales tax continuation. (Mean Scale: 1 means NOT AT ALL WILLING to vote to pay for that feature and 7 means you are VERY WILLING to pay for that feature). Split Sample. ^Not part of Split Sample.

Mean Score

5.8

5.8

5.8

5.8

5.8

Keeping qualified librarians

Maintaining services for seniors

Maintaining services for children

Continuing reading clubs for children and teens to encourage

reading

Maintaining services for the blind

(Ranked by Fresno County Willingness to Pay Mean Score)

18

Willingness to Pay through a Sales Tax Continuation for Features

of the Measure; continued

9. I am now going to mention a list of ways money from this library ballot measure could be used. Regardless of your opinion of the measure, after I mention each one, please tell me how willing you would be personally to pay for that proposed item through the proposed sales tax continuation. (Mean Scale: 1 means NOT AT ALL WILLING to vote to pay for that feature and 7 means you are VERY WILLING to pay for that feature). Split Sample. ^Not part of Split Sample.

Adding Books

Mean Score

5.7

5.7

5.6

5.6

5.5

Maintaining after-school programs

Improving literacy programs

Preventing the closing of neighborhood libraries

(Ranked by Fresno County Willingness to Pay Mean Score)

19

Willingness to Pay through a Sales Tax Continuation for Features

of the Measure; continued

9. I am now going to mention a list of ways money from this library ballot measure could be used. Regardless of your opinion of the measure, after I mention each one, please tell me how willing you would be personally to pay for that proposed item through the proposed sales tax continuation. (Mean Scale: 1 means NOT AT ALL WILLING to vote to pay for that feature and 7 means you are VERY WILLING to pay for that feature). Split Sample. ^Not part of Split Sample.

Mean Score

5.6

5.5

5.5

5.4

5.4

Maintaining after-school tutoring programs

Improving computer technology

Continuing to provide adult literacy programs

Improving resume writing and job search programs

Keeping libraries open current hours

(Ranked by Fresno County Willingness to Pay Mean Score)

20

Educational Statements

(asked in Mountain Subregion only, N=100) (MOUNTAIN AREA CUTS) If this measure does not pass, 54% of the entire Fresno County Library budget will be cut. In

the Mountain area Fresno County these cuts will result in one of the three neighborhood libraries closing completely; the remaining libraries will be

open fewer days and hours, with longer lines, less books available, fewer new and current materials and severely reduced children and senior

programs.(asked in Rural Eastside Subregion only, N=150) (RURAL EASTSIDE CUTS) If this measure does not pass, 54% of the entire Fresno County Library budget will be cut. In eastern Fresno County these cuts will result in four out of nine

neighborhood libraries closing completely; the remaining libraries will be open fewer days and hours, with longer lines, less books available, fewer

new and current materials and severely reduced children and senior programs.

(FUNDS STAY LOCAL) In the last five years alone, Sacramento has taken away eight million dollars in funding from the Fresno neighborhood libraries. If successful, all funds raised from this measure will be required

by law to stay in Fresno County and dedicated to only neighborhood libraries across the County.

10. I am going to read you some statements from people who support the Fresno County Library Measure. After you hear each statement, please tell me if it makes you more inclined to vote for the measure. Split Sample. *Not Part of Split Sample.

78%

73%

73%

(Ranked by Total Much/S.W. More Inclined)

21

Educational Statements; continued

10. I am going to read you some statements from people who support the Fresno County Library Measure. After you hear each statement, please tell me if it makes you more inclined to vote for the measure. Split Sample. *Not Part of Split Sample.

73%

72%

73%

(asked in Rural Westside Subregion only, N=150) (RURAL WESTSIDE CUTS) If this measure does not pass, 54% of the entire Fresno County Library budget will be cut. In western Fresno County these cuts will result in five out of nine neighborhood libraries closing completely; the remaining libraries will

be open fewer days and hours, with longer lines, less books available, fewer new and current materials and severely reduced children and

senior programs.

*(LIBRARIES ARE THE CENTER OF THE COMMUNITY) Public libraries are one of the few important community centers left that

benefit children, families and seniors. This measure will help make sure that we will continue to have access to this valuable resource.

(ONLY COST RESIDENTS $12) Local economists say this 1/8 of a cent sales tax extension measure will continue to cost the average

person about $12 a year. This is a small price to pay to ensure our neighborhood libraries provide services to all Fresno County residents.

(Ranked by Total Much/S.W. More Inclined)

22

Educational Statements; continued

10. I am going to read you some statements from people who support the Fresno County Library Measure. After you hear each statement, please tell me if it makes you more inclined to vote for the measure. Split Sample. *Not Part of Split Sample.

72%

71%

72%

(NOT A TAX INCREASE, JUST CONTINUES SERVICE) This measure does not increase taxes, rather it simply asks voters to continue a voter-approved sales tax that has been in existence since 1998. These funds will continue to allow Fresno County libraries to deliver on their promises

to increase hours, purchase books, provide programs for all ages, and upgrade existing libraries and open new ones.

*(JOB SEARCH RESOURCES) The economic downturn has led to an increase in more than one million visitors to Fresno County Libraries,

many are job-seekers using library resources to search for employment and take classes in resume writing and job interviewing. This measure protects these job and career services and expands opportunities at a

time when many Fresno County residents need them the most.

(asked in City of Fresno only, N=400) (FRESNO SUBREGION CUTS) If this measure does not pass, 54% of the entire Fresno County Library budget will be

cut. In the City of Fresno alone these cuts will result in eight out of twelve neighborhood libraries closing completely; and the Central library and

remaining neighborhood libraries will be open fewer days and hours, with longer lines, less books available, fewer new and current materials and

severely reduced children and senior programs.

(Ranked by Total Much/S.W. More Inclined)

23

Educational Statements; continued

10. I am going to read you some statements from people who support the Fresno County Library Measure. After you hear each statement, please tell me if it makes you more inclined to vote for the measure. Split Sample. *Not Part of Split Sample.

71%

56%

69%

(LIBRARY USAGE IS UP) Over the past 5 years the check-out of books and other materials has increased 30% to almost 4 million items. Passing

this measure will provide additional space to effectively serve residents, provide more quality programs and increase the number of books and

other research materials available.*(WORKING WITH SCHOOLS) Public schools are experiencing severe

cutbacks impacting school libraries and after school programs, which are seriously jeopardizing students’ abilities to do their homework, study for

tests, and write school reports on history, science and literature. Without this measure, neighborhood branch library closures will leave students without access to the necessary resources such as computers, books,

tutoring, after-school programs and dedicated study areas to help these students succeed.

(asked in City of Clovis only, N=200) (CLOVIS SUBREGION CUTS) If this measure does not pass, 54% of the entire Fresno County Library budget will be cut. This

will result in the City of Clovis’ library being open fewer days and hours, with longer lines, less books available, fewer new and current materials

and severely reduced children and senior programs.

*(ACCOUNTABILITY) This measure ensures there will be strict accountability provisions, including required annual independent financial

audits, and public review of expenditures. These requirements ensure that funds are spent efficiently, effectively and as promised.

65%

(Ranked by Total Much/S.W. More Inclined)

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Initial Vote on 1/8-cent Sales Tax Continuation Measure and

Vote After Education

5/11. If there were an election today, do you think you would vote “yes” in favor or “no” to oppose it? .

Total Yes79%

Initial Vote Vote After Education

Total No16%

Total Yes79%

Total No18%

77% 77%

John FairbankJohn Fairbank

2425 Colorado Ave., Suite 180Santa Monica, CA 90404-3004

Phone (310) 828-1183Fax (310) 453-6562

John@FM3research.com

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