County officials approved the first phase of a contract with a marketing firm to survey public sentiment on a proposed sales tax measure slated for the November ballot.
“It’s just best practice to have a discussion with your community,” David Flaherty of Magellan Strategies told commissioners during a pitch meeting. He said the firm has seen sales tax measures succeed in communities that engage voters early.
Phase 1 involves an in-depth survey of Montezuma County residents as part of a three-part project by Magellan Strategies in partnership with public relations and campaign marketing firms. Phase 1 costs $16,500. The commission approved the contract March 17, and it expires in July.
The survey is intended to measure residents’ overall opinion of county government, including whether people believe the county is fiscally responsible and provides sufficient services.
For months, county commissioners have weighed whether and how to return to the roughly 21,000 voters with a countywide sales tax ballot measure. Currently, the county does not have a sales tax, and the most recent 1% ballot question failed last year.
Commissioners have cited declining revenue from Kinder Morgan Inc. and the broader downturn in the oil and gas industry as factors fueling the need to stabilize another revenue stream.
The board determined in recent meetings the initiative will move forward with language for a 1% sales tax, with revenues split 60% to the Sheriff’s Office and 40% to the county’s road and bridge department.
Other phases of the work, which have not yet been approved by the commission, include a public engagement and alignment process. County officials are not permitted to spend public funds on targeted advertising or campaigning.
Discussion earlier this month stemmed from an executive session in which officials sought clarity on the rules governing how government actors and employees may discuss or promote a proposed ballot measure.
A component of the survey is designed to educate voters on the purpose of the tax. Flaherty, founder of Magellan Strategies, outlined the survey methodology during a Jan. 26 presentation to the board.
“We will use the actual ballot language closely because it is just better not to paraphrase … Information matters. It is your story,” Flaherty said. He explained parts of the survey delve into technical details because he believes voters care.
The survey will provide respondents with information about the county’s intent, including budget pressures, inflation and how tax revenue would be allocated.
“After we are done spoon feeding bits of information about why this is being heavily considered, we then come back and say ‘Thank you for learning and considering this,’” he said.
Respondents are then asked the ballot question again. Flaherty said this allows Magellan to assess whether the information shifted voters from “soft nos” to “undecideds” or from “undecideds” to “soft yeses.”
The survey will be conducted via text message, with a link sent from county government, rather than by phone.
“We feel right now we are looking at turnout that will be higher than a traditional midterm election. … We know in Montezuma County voters are living on fixed incomes, and you really need to make a case there,” Flaherty said, citing rising costs and inflation.
awatson@the-journal.com
