9 reasons why voters embraced Measure H, Modesto’s sales tax increase, on November ballot

Modesto voters overwhelmingly adopted Measure H, a 1 cent sales tax increase, in our recent election. They did so despite the worst inflationary environment many of us have seen. These same voters had twice before rejected such a tax. So, what changed their minds?

Here are nine things that made the Measure H campaign a winner.

Public awareness. It had become impossible to ignore the decline in city services. Public safety resources had been significantly reduced with emergency response times getting longer. Homelessness seemed to be increasing with the unintended quality of life challenges soaring. The public knew we had to do better, and Modesto had reached a tipping point.

Leadership. The city council overcame years of dysfunction and constant feuding and worked together. Regardless of party or ambition, the members sought solutions and engaged in civil discussion. Unlike earlier tax efforts, Measure H was unanimously embraced by Modesto elected officials.

City staff. City Manager Joe Lopez and his staff presented fiscal data on the city’s finances not only to the City Council, but to every civic and community group or individual who would listen. They outlined the depths of the city’s fiscal challenge. Measure H would not have been successful without that ongoing effort.

Citizens oversight committee. The committee will be charged with reporting to the council and public all Measure H expenditures. This accountability provision was essential to success. An earlier effort to pass such a sales tax failed when the then-mayor essentially declared “you have to trust us” when asked how voters could be sure the money would be spent as promised. Under Measure H, there will be transparency and disclosure.

Campaign committee. The Committee for a Better Modesto was established to conduct the Yes on H campaign under the leadership of former councilwoman Kristin Olsen. She had weekly meetings with key members of the Modesto community, Modesto’s public employee groups, and campaign staff to develop campaign strategy, approve mailers and outreach efforts, and make sure enough funds were raised for a successful campaign.

Fundraising. In the past, city tax campaigns have been almost solely funded by public employee groups. With H, there was concern from police and fire representatives that the private sector contributions would again be minimal. In fact, at the close of the campaign the $120,000 raised by employee groups was less than the $150,000 raised by the private sector. Mike Zagaris, H’s fundraising chair, worked tirelessly to make sure campaign funding was broad-based and sufficient.

Ballot argument. The Measure H support argument was signed by Mayor Sue Zwahlen, a Democrat; Vice Mayor David Wright, a Republican; Kristen Olsen, a former Modesto councilwoman, county supervisor, and state legislator; Yamilet Valladolid, a community health leader; and Michael Moradian, a local businessman and neighborhood leader. No argument was submitted by opponents to the measure. In hearings to put measure H on the ballot, no one spoke against it, and every council person voted in favor.

Messaging. Through the mail, social media, community forums, knocking on doors, radio, and signs, the Measure H campaign sought to reach out to voters in clear, cogent terms. The campaign had to make clear the price Modesto was paying when essential services are cut or eliminated. There are 84 fewer police officers on duty today than 15 years ago, resulting in the elimination of school resource officers, a 75% reduction in traffic enforcement, and increased time to respond to emergencies that jeopardize lives.

Our police and fire associations were helpful in describing these real impacts. Our business community energetically spread the word. Our neighborhood groups rallied to support.

Community consensus. No major group, civic or political, publicly called for the defeat of measure H. Community leaders like Supervisor Mani Grewal, Mayor Zwahlen, former Councilman Doug Ridenour and countless others joined with every city employee association, the Modesto Chamber of Commerce, the Latino Community Roundtable, Modesto Realtors, the League of Women Voters, the Modesto Hispanic Chamber of Commerce, Opportunity Stanislaus and others in calling for Measure H’s passage.

Two candidates for city council on the same November ballot, Nick Bavaro and Jeremiah Williams, made support of Measure H a large part of their campaign. It is not often a person seeking elected office will tell the voters “Elect me and let’s raise taxes at the same time!” They were rewarded with victory.

Modesto voters have had enough of waiting for others to bail them out. There are no more excuses. No more blaming others. Measure H won every part of the city. City leaders and staff now must undertake the difficult task of implementing it. That task begins with the establishment of the oversight committee.