Indian Wells Voter Survey Results Survey Conducted April

Indian Wells Voter Survey Results Survey Conducted April 21 -29, 2016 220 -4470

Survey Methodology Ø 208 telephone interviews with voters likely to cast ballots in November 2016 in Indian Wells Ø Interviews conducted April 21 -29, 2016 Ø Interviews online, on landlines and on cell phones Ø Margin of sampling error of +/- 6. 8% at the 95% confidence level Ø Some percentages may not sum to 100% due to rounding 1

Issue Context 2

Three-quarters of voters think things in Indian Wells are headed in the right direction. In general, would you say that things in Indian Wells are generally headed in the right direction, or do you feel that things are off on the wrong track? Wrong Track 9% Right Direction 76% Q 1. DK/NA 15% 3

Voters hold local government in high esteem, particularly the police and fire departments. I am going to read you a list of organizations. Please tell me if you approve or disapprove of the job being done by the organization or individual. Strng. App. Smwt. App. Indian Wells Fire Department Strng. Disapp. 78% Indian Wells Police Department 33% 25% The Indian Wells City Council 53% 17% 0% 13% 49% 20% 40% 15% 60% Total App. Disapp. DK/NA 14% 58% Indian Wells City government, overall Q 2. Smwt. Disapp. 8% 92% 0% 6% 91% 3% 5% 78% 17% 66% 21% 6% 13% 80% 100% 4

Indian Wells residents are very satisfied with City services and perceive City government as transparent. I would like to read you a series of statements that people have made about the City of Indian Wells. Please tell me if you believe it is accurate or inaccurate. Very Acc. The City of Indian Wells provides adequate services. . . 20% The City of Indian Wells’ finances are generally well-. . . 21% 8% 0% Q 9. Smwt. Inacc. 42% I am confident that Indian Wells City government. . . Without additional funds, Indian Wells will be forced t. . . Smwt. Acc. 20% 7% 89% 9% 9% 71% 25% 7% 12% 66% 22% 28% 31% 42% 16% 45% 22% 40% 15% 19% 60% 80% Total Acc. Inacc. DK/NA 46% 51% 23% Very Inacc. 100% 5

Concerns in Indian Wells are generally very low, with modest concern regarding utility costs and taxes. I’m going to read you a list of things some people say may be problems facing Indian Wells. Please tell me whether you think it is an extremely serious problem, a very serious problem, a somewhat serious problem, or not a problem for Indian Wells residents. Ext. Ser. Increases in utility costs Very Ser. 18% 22% The amount you pay in local. . . 14% 18% 911 emergency response times 13% 11% 8% The cost of benefits for public. . . 10% Cuts in resident benefits and. . . 9% Impact of tourists and outside. . . 8% 14% Cost of police department. . . 7% 15% Potholes and street repair 5% 0% Q 10. Smwt. Ser. 5% 16% 17% 55% 26% 18% 10% 28% 6% 22% 24% 17% 62% 40% 60% 32% 30% 27% 34% 40% 24% 20% 29% 27% 7% 33% 48% 18% 20% 16% 31% 26% Ext. /Very Serious DK/NA 38% 21% 12% Not a Prob. 80% 100% 6

Only one third of voters see a need for additional funding. 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 public safety services that Indian Wells residents need and want? Great need Great/ Some Need 33% 9% Some need 23% A little need 9% No real need 41% Don't know 18% 0% Q 3. Little/ No Real Need 49% 10% 20% 30% 40% 50% 7

Initial Support for a Medical Emergency Response and Fire Safety Measure 8

Indian Wells Medical Emergency Response and Fire Safety Measure. To maintain 911 medical emergency response times; retain ambulance transport without direct fees; maintain current paramedics/firefighters, and upgrade fire equipment, shall the City of Indian Wells enact a new $15 per month parcel tax until repealed by voters, providing $900, 000 per year, increasing annually by costs of services not to exceed 2%, with citizens’ oversight, independent financial audits, and funding only used for City of Indian Wells medical emergency fire safety services? Q 4. If the election were held today, would you vote yes in favor of it, or no to oppose this measure? 9

Over half of the voters back this measure, but support is soft. If the election were held today, would you vote yes in favor of it, or no to oppose this measure? 26% Def/Prob Yes 26% 52% Definitely yes Probably yes Undecided, lean yes 4% Undecided, lean no 2% Probably no 17% Definitely no 17% Undecided Total No 36% 8% 0% Q 4. Total Yes 56% 20% 40% 10

Women support the measure at higher rates than men. Initial Vote by Gender Total Yes Total No Undecided 52% 60% 80% 40% 7% 9% 20% 33% 39% 60% 0% (% of Sample) Men Women (48%) (51%) Q 4. If the election were held today, would you vote yes in favor of it, or no to oppose this measure? 11

Voters over 65 are most likely to support the measure. Initial Vote by Age Total Yes Total No Undecided 58% 7% 8% 20% 34% 40% 10% 53% 40% 60% 80% 0% (% of Sample) 18 -49 50+ 65+ (9%) (91%) (70%) Q 4. If the election were held today, would you vote yes in favor of it, or no to oppose this measure? 12

Democrats are most likely to vote “yes. ” Initial Vote by Party Total Yes Total No Undecided 40% 37% 30% 39% 60% 54% 57% 63% 80% 9% 4% 7% 20% 0% (% of Sample) Democrats Independents Republicans (18%) (19%) (63%) Q 4. If the election were held today, would you vote yes in favor of it, or no to oppose this measure? 13

Voters of color are more supportive of the measure than white voters. Initial Vote by Ethnicity Undecided 56% 62% 15% 25% 40% 37% 38% 60% 6% 0% 0% 21% 80% Total No 64% 75% Total Yes 0% (% of Sample) Latinos African-Americans Whites Voters of Color (3%) (2%) (89%) (5%) Q 4. If the election were held today, would you vote yes in favor of it, or no to oppose this measure? 14

Support for the measure is strongest among those who believe there is a need for funding for the measure. Initial Vote by Need for Funding 97% 100% Total Yes Total No Undecided 40% 28% 31% 50% 43% 60% 5% 10% 0% 3% 20% 10% 3% 70% 47% 64% 80% 69% 90% 0% (% of Sample) Great Need Some Need No Real Need Total Need (9%) (23%) (41%) Q 4. If the election were held today, would you vote yes in favor of it, or no to oppose this measure? 15

Structural Elements of the Measure 16

A measure appears viable at the $10 and $7 per month tax rates. Suppose the fire safety parcel tax measure were for _______instead. Would you vote yes in favor of it, or no to oppose this measure? $10 per Month $13 per Month Definitely yes 27% 30% Probably yes Undecided, lean yes 4% 2% Probably no 14% Definitely no 16% Total No 32% 5 4% 6% 0% 20% 1% 6 7 9 40% Q 5. Asked Only if Answered No on Initial Vote Q 6. Asked Only if Answered No on $13 per Month Vote Q 7. Asked Only if Answered No on $10 per Month Vote 60% Total Yes 69% 36% 4% 4 12% 15% Total No 28% 80% 0% 2% 5 10% 6 14% 7 Total No 26% 8 8 Undecided 29% Total 1 34% Yes 2 66% 3 28% Total 1 Yes 2 61% 3 4 Undecided, lean no $7 per Month 20% 5% 9 6% 40% 60% 80% 0% 20% 40% 60% 80% 17

Voters are most likely to support the measure if it can only be ended by voters. The final structure of the measure has not been determined. I am going to read you some possible provisions of this measure. Please tell me whether including that item makes you more likely or less likely to support this measure. Total More Likley T h. . . 58% Q 8. 60% 40% +27% 20% +7% 37% 24% 80% Difference 31% 44% Li m. . . Total Less Likely -31% 55% 0% 20% 40% 60% 80% 18

Maintaining 911 emergency response times, retaining ambulance transport, and emergency dispatch operates are most important to voters. I am going to read you a list of ways in which the funds generated by this measure have been, and could continue to be, spent. Please tell me how important each item is to you personally. Ext. Impt. Maintaining 911 response times Very Impt. Smwt. Impt. 37% Not Too Impt. 42% 13% *Retaining Indian Wells’ ambulance transpo. . . 33% Retaining 911 emergency dispatch operators 31% Maintaining the number of on-duty. . . 29% 39% Preventing cuts to the number of paramedics 29% 37% 17% Preventing cuts to fire protection equipmen. . . 28% 37% 22% 0% Q 11. *Split Sample 20% 30% 21% 40% DK/NA 20% 60% 80% 64% 13% 18% Ext. /Very Impt. 5% 5% 72% 7% 69% 5% 8% 9% 8% 6% 65% 100% 19

Voters value an array of public and safety fire provisions. Ext. Impt. Very Impt. Smwt. Impt. *Retaining Indian Wells’ ambulance transport without direct fees for users 26% Retaining and training firefighters 26% Upgrading emergency communications equipment, such as radios and computers, to reduce 911 response times 26% 39% Purchasing fire safety equipment for Indian Wells firefighters 26% 37% Purchasing new ambulances when needed Upgrading the local fire station 0% 5% 5% 67% 22% 8% 6% 64% 23% 5%8% 64% 23% 41% 20% 25% 32% 40% 26% 60% Ext. /Very Impt. 70% 21% 41% 16% DK/NA 8% 44% 18% 12% Not Too Impt. 80% 11% 6% 59% 14% 28% 100% Q 11. I am going to read you a list of ways in which the funds generated by this measure have been, and could continue to be, spent. Please tell me how important each item is to you personally. *Split Sample 20

Maintaining 911 response times and ambulance transport is important to swing voters, as well. (Extremely/Very Important) Provision All Voters Swing Maintaining 911 response times 80% Retaining Indian Wells’ ambulance transport without direct fees for users 70% 73% Maintaining the number of on-duty firefighters and paramedics 69% 70% Upgrading emergency communications equipment, such as radios and computers, to reduce 911 64% 70% Retaining and training firefighters 67% 69% Purchasing fire safety equipment for Indian Wells firefighters 64% 67% Retaining 911 emergency dispatch operators 72% 66% Preventing cuts to fire protection equipment, including fire engines 65% 64% Purchasing new ambulances when needed 59% 64% Preventing cuts to the number of paramedics Retaining Indian Wells’ ambulance transport without charge to the person being transported Upgrading the local fire station 66% 59% 64% 49% 28% 20% Q 11 21

Identifying Persuadable Voters 22

Segmenting the Electorate v Consistent Yes: Voters who consistently indicated they would vote yes on the measure v Consistent No: Voters who consistently indicated they would vote no on the measure v Swing: Voters who do not fall into any of the other categories – remaining consistently undecided or switching positions Consistent Yes 51% Consistent No 28% Swing 21% The following slide shows demographic groups that disproportionately fall into one category or the other. 23

Demographic Profiles of Supporters and Swing Voters Consistent Yes Swing 51% of the Electorate 21% of the Electorate Independents Age 65 -74 Democrats Ages 50+ Independent Men Permanent Absentee Voters Women Republicans Ages 50+ Republicans Republican Women Republican Men Women Ages 50+ Election Day Voters Women Ages 50+ Women Ages 65+ Ages 50+ Independents Ages 50+ Democrats Ages 75+ Ages 65+ 24

Messaging 25

Messages in Favor of the Measure Messages (RESPONSE TIMES) The American Heart Association says brain deterioration starts five minutes after a person stops breathing, but without this measure Indian Wells will be forced to reduce medical paramedics positions, increasing 911 emergency response times. This measure ensures that people suffering from heart attacks, strokes, or other medical emergencies receive the immediate paramedic care they need to increase their chance for survival. (ACCOUNTABILITY/LOCAL CONTROL) This measure includes strict accountability provisions, such as independent citizens’ oversight of spending, public spending reports, and annual independent financial audits. All funds must be used only in Indian Wells for fire and emergency medical services. (CUTS - FIRE SAFETY) Without this measure, the City will have to make cuts to fire safety and emergency response services, such as the eliminating ambulance transport, that currently has no charge to the person being transported, and reducing the number of medic units. Within five years, the City will be unable to afford new ambulances and ladders for fire trucks and will be unable to make critical repairs to its deteriorating 36 -year old fire station. These cuts will jeopardize the City’s ability to respond in case of an emergency. (PERSONNEL) Without this measure, the City will have fewer paramedics on staff and, in the long term, fewer firefighters. This measure is essential to keeping the emergency respondents that keep us safe. (CUTS - AMENITIES) Without this measure, the City will have to make cuts to resident benefits and amenities such as patio parties, free tennis tickets, discounts at the City golf resort, free arts festival tickets, and support of other special events. Q 12. I am going to read you some statements made by supporters of this ballot measure. Please tell me whether you find it very convincing, somewhat convincing, or not convincing as a reason to support this ballot measure. 26

Messages related to maintaining emergency response times and accountability resonate with voters. Very Conv. Response Times Smwt. Conv. 42% Accountability/Local Control 34% 75% 41% Cuts - Fire Safety 31% 27% 58% Personnel 30% 29% 59% Cuts - Amenities 20% 0% 41% 20% 75% 40% 60% 80% Q 12. I am going to read you some statements made by supporters of this ballot measure. Please tell me whether you find it very convincing, somewhat convincing, or not convincing as a reason to support this ballot measure. 27

A message about accountability and local control sticks out to swing voters. (Very Convincing) Statement All Voters Swing Initial Probably/ Undecided, Lean Yes Response Times 42% 40% 45% Accountability/Local Control 34% 42% 38% Cuts - Fire Safety 31% 39% Personnel 30% 29% 34% Cuts - Amenities 20% 15% 20% Q 12. I am going to read you some statements made by supporters of this ballot measure. Please tell me whether you find it very convincing, somewhat convincing, or not convincing as a reason to support this ballot measure. 28

Messages in Opposition to the Measure Messages (COST OF LIVING) The cost of living in California is already out of control - this is the wrong time to add another tax for families living in Indian Wells. (COMPENSATION) Most of the money raised by this measure will just go to the ridiculously high salaries, pensions, and overtime pay for firefighters and paramedics. We don’t need to give them any more money. (TAXES) Indian Wells residents cannot afford more taxes. Bureaucrats in City government should be tightening their belts and taking pay cuts before asking for more of voters’ money. (FOREVER) The City of Indian Wells wants us to pay this tax forever. We need to say no to this kind of permanent increase in our local taxes. Q 14. I am going to read you some statements made by opponents of this ballot measure. Please tell me whether you find it very convincing, somewhat convincing, or not convincing as a reason to oppose this ballot measure. Split Sample 29

Concerns about the rising cost of living and inflated public salaries and pensions provide reasons to oppose the measure. Very Conv. Cost of Living 26% Compensation 20% Forever 20% 0% 50% 24% Taxes Smwt. Conv. 43% 18% 36% 34% 20% 40% 56% 53% 60% Q 14. I am going to read you some statements made by opponents of this ballot measure. Please tell me whether you find it very convincing, somewhat convincing, or not convincing as a reason to oppose this ballot measure. Split Sample 30

Concerns about excessive compensation are convincing to swing voters. (Very Convincing) Statement All Voters Swing Cost of Living 26% 30% Compensation 24% 40% Taxes 20% 15% Forever 20% 22% Q 14. I am going to read you some statements made by opponents of this ballot measure. Please tell me whether you find it very convincing, somewhat convincing, or not convincing as a reason to oppose this ballot measure. Split Sample 31

Support for a measure fluctuates with pro and con arguments. Initial Vote After Positive Statements After Negative Statements 45% Total Yes 56% 36% 60% 34% 57% 35% 30% Total No 15% Undecided 8% 7% 7% 0% Q 4/Q 13/Q 15. If the election were held today, would you vote yes in favor of it, or no to oppose this measure? 32

The definite support grows over the course of the survey. Total Yes Definitely/Probably Yes Total No Undecided 70% 60% 56% 60% 59% 57% 52% 55% 50% 40% 36% 34% 35% 30% 20% 10% 0% Initial Vote After Positive Messages Q 4/Q 13/Q 15. If the election were held today, would you vote yes in favor of it, or no to oppose this measure? After Negative Messages 33

Voters rely on the city newsletter, on newspapers, and city emails to learn about city issues. Source of Information All Voters Swing City newsletter Newspapers 26% 21% 25% 20% City emails 20% 13% TV News 7% 9% City website 7% 10% IWTV 6% 5% Social media (Facebook, Twitter, etc) 4% 3% City Council meetings 3% 2% Radio Q 17 0% 0% 34

Conclusions 35

Conclusions Ø Over half of voters would vote “yes” on the Indian Wells Medical Emergency Response and Fire Safety Measure (56%). Ø However, two-thirds would support the measure at a $10 per month tax rate and seven in ten would support it at a $7 per month tax rate. Ø Voters prioritize maintaining emergency response times, retaining ambulance transport, and retaining emergency dispatch operators. Ø Pro arguments related to response times and accountability provisions are seen as compelling. § Arguments in opposition to the measure are less effective individually, although concerns about the cost of living and compensation of firefighters resonate with voters. 36

For more information, contact: John Fairbank Lucia Del Puppo 12100 Wilshire Blvd. , Suite 350 Los Angeles, CA 90025 Phone (310) 828 -1183 Fax (310) 453 -6562 1999 Harrison St. , Suite 2020 Oakland, CA 94612 Phone (510) 451 -9521 Fax (510) 451 -0384 John@FM 3 research. com Lucia@FM 3 research. com