Summary Report:
Community Dialogue on Tax Reform
March 19, 2009 Santa Cruz
On March 19, 2009, over 120 area leaders and members of the greater Santa Cruz community
assembled in the Horticulture Center at Cabrillo College to learn about and discuss tax reform
issues. The session was convened by the bipartisan government reform organization California
Forward (www.caforward.org) and co-hosted by Assemblymember Bill Monning and County
Treasurer Fred Keeley. The event’s co-sponsors included the Santa Cruz Chamber of
Commerce, Action Pajaro Valley and the Community Foundation of Santa Cruz County.
Executive Summary
There was a high level of interest and participation in the session. Participants provided
valuable input on several issues via written comments, group discussion and interactive keypad
voting. One area of common ground was an
interest in increasing the effectiveness of public
education and improving the economy with the
intent of providing increased opportunities for
all. These goals were the backdrop for a
discussion of fiscal reforms.
Participants indicated interest in measures to
achieve greater fiscal discipline such as a rainy
day reserve and other ways to have government
“live within its means.” Several also wanted a
multi-year planning cycle, and some specifically
asked for a process that would evaluate program
effectiveness. Overall, it appeared that attendees were looking for reforms that would help
them increase their ability to trust elected officials enough to give them greater discretion over
funding decisions. At the same time, many called for greater dialogue between the public and
elected leaders, and a more transparent process.
On the tax front, the greatest agreement was on the concept of giving local communities more
control over their tax dollars. The group was asked to consider three specific tax reform
concepts. There were distinct ideological differences among the attendees. A majority
appeared willing to support modifying commercial property taxes as well as redefining what
constitutes a “sale” to generate more revenue via more recognized transactions. A majority also
indicated support for introducing a carbon tax as well as extending the sales tax to more
services, as long as the services being taxed were “non-essential.” On the other hand, a
significant minority opposed these options for various reasons detailed in the report below.
Comments from participants indicated that more time would be needed to see if broader
common ground could have been discovered on the tax options.
March 19, 2009 Santa Cruz Community Dialogue about Tax Reform 2
Although the session lasted more than three hours, participants were active until the end,
demonstrating the commitment of the attending leaders. Helpful suggestions were provided
about how to extend the conversation to a broader cross-section of the community and enhance
future meetings.
Meeting Design/Purpose
County Treasurer Fred Keeley welcomed the group and introduced Assemblymember Monning
who provided his perspective on the state’s fiscal challenges. Following these opening remarks,
the meeting was designed to allow for iterative cycles of presentation, small group discussion
(supported by table leaders and a participant workbook) and interactive keypad voting. The
session built on four earlier revenue reform discussions conducted by California Forward with
regional leaders in Fresno, Los Angeles, San Diego and San Jose.
Participant input from this Community Dialogue on Tax Reform will be used in a variety of
ways. California Forward will be sharing key findings with the Commission on the 21st Century
Economy as well as use the participants’ insights to help shape potential revenue reform
proposals of its own. The meeting also was intended to let the co-hosts, co-sponsors and
participants see where fellow community members stand on different aspects of tax policy.
Because the group assembled was not a scientifically selected sample, significant emphasis will
be placed on the qualitative input provided via the workbooks and discussion.
Who Attended
Following the opening remarks, participants shared their demographics via the interactive
keypads. Of the 112 voting participants (including two arriving later), the group was balanced
for gender (51 percent male/49 percent female), skewed middle-aged (55 to 64 was the most
predominant age group) and Caucasian (87 percent). Participants represented a mix of
business, education, local government and other community perspectives. 60 percent of
participants identified themselves as very or somewhat liberal, 23 percent as middle of the road
and 17 percent as somewhat or very conservative.
Again, it is important to note that this audience is not expected to be representative of the
greater Santa Cruz area and the findings should not be treated as a scientific survey. For the
qualitative analysis, workbooks were turned in by fully 95 of the participants, an
extraordinarily high percentage. A preliminary review of that input has been made for this
summary report. Additional analysis of the written input will be incorporated into the
California Forward’s report to the Commission on the 21st Century Economy.
The Future We Want for California
James Mayer, Executive Director of California Forward, led off the discussion portion of the
evening with an overview of a possible vision for California, distilled from multiple past
visioning efforts. California Forward’s experience in prior meetings is that acknowledging some
shared goals helps create a constructive context for revenue reform (i.e., what are our taxes
paying for?). Participants weighed in on how important each of ten factors was in their vision
for California’s future. On a scale of 1 to 10, with 10 being the highest level of support,
March 19, 2009 Santa Cruz Community Dialogue about Tax Reform 3
“effective and equitable education systems” stood out as a universally shared priority, followed
by “strong economies and high quality jobs.”
Avg. /Diversity How Important to California’s Future (scale of 1 to 10)
8.8/18 Effective and equitable education systems
8.2/18 Strong economies and high quality jobs
7.8/20 Good health outcomes
7.8/22 Clean energy and environment
7.8/19 Safe communities
7.6/12 Ongoing investment in infrastructure
7.6/30 More public involvement in public decisions
7.2/27 More efficient public services
7.0/29 Region-level planning and governmental cooperation
6.9/25 Efficient transportation and housing
Some of the ten factors people were asked to consider spoke to how these goals might be
achieved – e.g. more public involvement in public decisions, more efficient public services, and
region-level planning and governmental cooperation. These three had a slightly higher
“diversity” score, meaning there was somewhat less congruence on those items.
In the small group discussion and via written comments in the workbooks, participants shared
a wide range of additional thoughts about the future they want for California. The most
prevalent responses addressed these issues:
• Social justice, equity and ways to provide greater opportunity for more Californians
• More local control in business, community and agriculture
• Ensuring that health care is accessible and affordable
• Creating an environment of innovation
• Amplifications on “clean energy and environment,” e.g. greater environmental
stewardship, watershed management and alternative energy
• Various aspects of prison reform
The attendees also considered obstacles to this broad vision. In addition to obstacles suggested
by California Forward (e.g., chronic fiscal problems, short-term focus, unresponsive
bureaucracies, lack of public trust), participants added a variety of perspectives on the factors
holding California back from its best future. The most frequently cited obstacles included:
• Partisanship, polarization and extreme self-interest: “Elected officials should work for
the state and not a party.”
• Problems with the initiative process: “Initiatives have boxed us in.”
• The 2/3 vote requirement for state budgets .
• Difficulty educating and engaging the public: “We need to take personal responsibility
for the functioning of our democracy.”
March 19, 2009 Santa Cruz Community Dialogue about Tax Reform 4
Values to Guide Spending/Fiscal Reform
The conversation shifted from vision and obstacles to a sharper focus on fiscal issues and the
spending side of the budget as a prelude to tax reform. Meeting participants were invited to
share open-ended suggestions about their “goals for fiscal reform” and there was an extremely
high level of responses. Several interrelated themes emerged:
• Multi-year budgeting – “Get government out of reactive crisis mode.”
• Pay-as-you-go approach – “Live within our means as each of us must” and reduced
borrowing.
• Evaluating programs based on objectives and effectiveness.
• A reserve/rainy day fund – “Save in good times to cover the bad.”
• Increased local control of funds.
• Streamline and simplify state operations (with some calling specifically for a downsized
government).
• Increased public input/transparency.
On the topic of whether there should be a 2/3 vote of the Legislature to pass the state budget,
several attendees volunteered that the threshold should be lowered to 55 percent or a majority
vote. A few shared the exact opposite sentiment: “Keep the 2/3.” And some saw a sequential
approach: “No change on 2/3 until redistricting and changed term limits.”
In his opening remarks, Assemblymember Monning referred to competing values being part of
the challenge in state budget negotiations. James Mayer of California Forward shared with the
group the extensive process undertaken to develop the bipartisan organization’s common
ground on budget process reforms. As a part of that, there remain questions about the balance
between the extent to which funding sources should be identified for each public program and
the level of discretion given to policymakers. Participants were asked to consider how they
would balance these two perspectives. They also voted on their overall level of agreement with
each (on a scale of 1 to 10, with 10 as the highest level of agreement):
Avg./Diversity
7.1/31 A. No new state programs or tax cuts should be enacted unless they have a
defined funding source.
6.4/28 B. The Governor and Legislature should be responsible for figuring out how to
balance the budget.
When these two statements were placed at each end of a continuum, some participants felt it
was a false dichotomy. In the workbooks, there was a wide range of responses along the
continuum. Those who preferred giving lawmakers more flexibility commented that statement
A “is too inflexible to adjust to changing needs.” On the other hand, talking about elected
leaders, others said about statement B: “They can’t be trusted to do this… they’ve been too
irresponsible.”
It appeared that most of the audience understood that the statements presented were not meant
to force a choice but rather stimulate thoughts about how to integrate the best parts of both
March 19, 2009 Santa Cruz Community Dialogue about Tax Reform 5
concepts: “The choices are not mutually exclusive…we need more public process, but
ultimately it is the elected leaders’ job.” On the continuum, the workbook responses indicated
some skew to the statement about requiring a defined funding source. It seemed that those
responses reflected some frustration with the system the way it is now. If some of the budget
reforms suggested above were in place, it appeared that people’s ability to trust elected leaders
would improve.
The group also was asked to consider another value question tied to the public’s role in
determining state priorities. People were asked to consider the relative roles of the public and
policymakers in setting priorities for state spending if California were to adopt a results-based
budgeting approach (one of California Forward’s budget reform proposals). Again, there were
responses all along the continuum. Those who favored maximizing the role of the public spoke
to concerns that elected officials were often not able to represent the public’s interests: “Few
moderates get elected.” Those who indicated a preference for policymakers taking the lead
explained that it was what they were “hired” to do. The vast majority of responses were in the
middle of the spectrum and asked for better communication/collaboration: “More open
dialogue between the public and elected leaders” and “meaningful engagement of the public.”
Values to Guide Tax Reform
Fred Keeley presented an overview of the work of the Commission on the 21st Century
Economy (of which he is a member). As he provided background on the state’s current tax
system and some of its challenges, many attendees shared their thoughts about their goals for
tax reform via open-ended comments in the workbook. The most prevalent suggestions were:
• Taxing internet sales – to capture those revenues as well as to “level the playing field for
bricks and mortar retailers.”
• Use tax policy to encourage/discourage different behaviors: taxing gas, tobacco, soft
drinks, etc: “We can use tax policy to improve our society.”
• Increase local control of revenues.
• Pursue enforcement, close loopholes; possibly capture income from the underground
economy.
• Don’t increase the burden on businesses, especially in a bad economy.
• Resource depletion taxes: oil severance, timber harvest, mining.
• Simplify the tax code.
• Specific tax scenarios – such as increasing property taxes and reducing the sales tax.
In California Forward’s prior regional meetings about revenue reform, three key values
discussions emerged. The Santa Cruz participants weighed in on these via their workbooks.
Progressive versus Flat
The majority of Santa Cruz attendees were strongly in favor of a progressive tax system. Within
that, several suggested removing/reducing deductions which they believed were undermining
a progressive structure (although a few specifically requested keeping the credit for nonprofit
donations).
March 19, 2009 Santa Cruz Community Dialogue about Tax Reform 6
A significant minority, close to a quarter of the responses, appeared equally enthusiastic about
the flat tax: “People will pay more attention” and “everyone needs to be involved and
contribute.” Some suggested various floors or thresholds that would combine the value of
everyone participating with a progressive structure on top of that. A few wanted to encourage
saving and were interested in greater taxes on consumption than income: “Don’t punish people
who save.”
Link between Source and Use
Unlike the prior topic where most people had clear points of view on either “end” of the
discussion, responses fell pretty evenly across the spectrum for this question. Those who
favored a tighter link between source and use were concerned that the “temptations for elected
politicians are too great” without this type of control. On the other hand, some believed that
“mandated links hamstring lawmakers.” Some commented that the principle of a link between
source and use sounds good in theory but would be hard to implement for policy areas such as
K-12 education or higher education.
State versus Local Control of Revenues
The predominant perspective was to increase local control of revenues: “Local government
should have all funds associated with the services they are providing.” “Prop 218 is overly
rigid. Local government needs more flexibility.” Several wanted to ensure that local decisions
include all residents and a few wanted a system that tangibly rewards community engagement
in local decision-making. It appeared that some of the enthusiasm for local control was related
to disappointment with state performance: “If the state were performing better, I’d still want
them to have a role to minimize inequities.” A representative suggestion: “Equity with state
baseline funding, then local control after that.”
Feedback on Specific Revenue Options
Fred Keeley described three potential reform options that have been part of the discussions at
the hearings of the Commission on the 21st Century Economy. These options were not selected
as recommendations of California Forward or the meeting’s co-sponsors but rather as a way to
have participants weigh in on choices that cover a range of tax policy issues. The options were:
• Extend the sales tax to more services, based on the premise that services are growing
more quickly than retail goods.
• Introduce a carbon tax, based on the concept of a tax that could help environmental
goals while raising revenue.
• Make changes to commercial property taxes, potentially to capture more income and/or
to create greater equity between new and longstanding businesses.
Attendees were invited to consider each of these as either a way to raise new revenue or to
think about them as “revenue neutral” (structured in such a way that the total tax burden does
not increase). They also were asked to think about “conditions” they might place on each
option that could increase their willingness to support it.
March 19, 2009 Santa Cruz Community Dialogue about Tax Reform 7
Following group discussion, participants rated each option on a scale of 1 to 10. They were
then offered two “conditions” for each option (based on conditions that surfaced in prior
discussions around the state). Many participants also shared thoughts about the options via
comments in their workbooks.
Currently Discussed
Tax Reform Options
(listed in order of presentation,
with two conditions for each)
N
Count
Average
rating
(10-point
scale)
Lowest
levels of
support
(1, 2, 3)
Mostly
neutral
(4, 5, 6, 7)
Highest
levels of
support
(8, 9, 10)
Expand the sales tax to
more services
100 5.8 25% 39% 24%
• Only on non-essential
services
94
6.6 22% 24% 53%
• Tax services tied to retail
goods and entertainment;
pays for dropping overall
sales tax rate ½ cent
95
4.5 49% 31% 20%
Introduce a carbon tax 103 6.4 26% 25% 50%
• Dedicate the proceeds to
environmental purpose
91
5.9 34% 23% 43%
• Add a tax credit for low-
income Californians
91
5.1 40% 27% 33%
Change tax on
commercial properties
100
6.9
19%
27%
54%
• Redefine sale to capture
more transactions
86
6.8 24% 17% 59%
• If assess commercial
property at full market
value, drop the rate
89 4.9 39% 33% 28%
No one of these tax options achieved a high overall rating from the whole group. There was a
high level of “diversity” for each, with a spread of responses all along the 10-point scale. Two
of the general tax options and two of the conditions received an 8, 9, or 10 from over 50 percent
of the participants: modifying the commercial property tax, redefining what a “sale” is for
commercial properties, introducing a carbon tax and extending the sales tax to non-essential
services. Yet it should be noted that a significant minority were clearly opposed to all of these.
Extend the Sales Tax to More Services
Many of those favoring this option shared their reasoning, such as “aligns with growth,” “helps
grow the pie,” “reliable source.” The greatest common ground was on the concept of excluding
“essential services” which increased participants’ support for this option. Peo