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HomeMy WebLinkAboutAgenda - 11-01-2011 - 9bORANGE COUNTY BOARD OF COMMISSIONERS ACTION AGENDA ITEM ABSTRACT Meeting Date: November 1, 2011 Action Agenda Item No. C- " SUBJECT: Progress Report: One-Quarter (1/4) Cent Sales and Use Tax Referendum Public Education Campaign DEPARTMENT: County Manager PUBLIC HEARING: (Y/N) No ATTACHMENT(S): Campaign Flyers INFORMATION CONTACT: Gwendolyn Harvey Assistant County Manager 919 245 2307 PURPOSE: To receive an update and summary of the activities on the County's public education campaign for the November 8, 2011 referendum on a proposed One-Quarter (1/4) Cent Sales and Use Tax. BACKGROUND: On April 5, 2011 the Board of County Commissioners (BOCC) adopted a resolution to schedule a November 8, 2011 referendum on the Article 46 One-Quarter (1/4) Cent Sales and Use Tax. Later, on June 21, the Board clarified its intentions regarding allocation of the potential funds. Pending voter approval, 50% of the revenues would be directed to the public school systems and 50% would be targeted to economic development initiatives. The schools would use the sales tax revenue for capital investment projects; i.e., improving existing older facilities and updating technology. The economic development funds would be used to fund utility infrastructure needed to recruit and locate new businesses, small business loans, space for start-ups, business investment grants, and agri-business. If approved, the sales and use tax would generate an annual estimated $2.5 million in additional revenue, with proceeds (as noted above) being divided half to support improvements in facilities and technology for the public schools systems and half to stimulate business growth and jobs creation. If approved by voters, the BOCC has committed the One-Quarter (1/4) Cent Sales and Use Tax revenues for these two purposes -schools and jobs -for the next ten years. Since late August/early September, the County has engaged in a public education endeavor to make residents aware of the referendum. This agenda item summarizes activities to date, and the days before the election, on the One-Quarter (1/4) Cent Sales and Use Tax proposal. The County has sought to engage the public in understanding the issue and encourage civic involvement by voting on November 8. County Management was authorized to launch a public education campaign to raise awareness among registered voters, encourage them to seek additional information, and encourage them to vote in the general election on November 8. The public communications firm of Sheer Associates, Inc., headed by Joel Sheer, was retained to provide strategy and creative content. BOCC members have been and continue to be active: WCHL community commentary Letters to the Editor Group presentations Advocacy citizen committee Flyers and poster distribution Chamber and community connections Personal contacts and outreach Activities completed and continued by County Management Campaign Team: Educational campaign to encourage registered voters to vote; i.e. - Print advertisements -The Chapel Hill News, The Durham (Chapel Hill) Herald Radio advertisements -WCHL and WNCU Posters -Used for window displays, available at public meetings, posted in County-owned facilities Dedicated website County Employee E-mail "Taglines" Flyers -Two versions for distribution (over 10,000 used by school systems alone) U-Tube Video -Public Services Announcement using social media Coordination with both Chambers of Commerce and School Systems -Using County-generated collateral; Making handouts available at Chamber functions and School gatherings (Last Friday, March for Education, Fest-Fall, Development Community) Community Contacts -local governments, special events (City of Mebane presentation; Town of Carrboro, Master Aging Plan Steering Committee meeting) Links from Town websites and government access television Recording community and print media reactions to referendum - "for" and "against" For detailed information on the One-Quarter (1/4) Cent Sales and Use Tax referendum, the public is encouraged to visit the dedicated website @ www.orangecountync.gov/salestax. FINANCIAL IMPACT: The BOCC approved a total budget not to exceed $50,000 for the Quarter Cent Sales and Use Tax public education campaign. Voter adoption of the Sales Tax is expected to generate $2.5 million annually. ($625,000 would be provided in FY 2011-12 if the initiative is approved by voters and implemented on April 1, 2012.) The County would have to raise the current property tax rate by approximately 1.7 cent to achieve the same level of Sales Tax projected revenue. RECOMMENDATION(S): The Manager recommends the Board: • Receive and react to the Progress Report; and • Provide feedback (if any) and direction to County Management as desired. $~ ;; ~ - .{ {;. !~ £ _ i ~' ~~ i~ ~~~ ~ a ~- ~~ ~s\.'._ _ ~ .~ ''-i4 ~~ _ ~.,, ~~ ~,~ '~ . Get a gum ball. out of a machine. Buy time. on a parking meter. Support economic development & education. On Tuesday, NOVEMBER 8TH registered voters in Orange County will have the opportunity. to vote ~~ FOR or AGAINST the 1/4¢ sales and use tax. ~~~ If approved, EVERY $100 SPENT by Orange County residents and visitors will generate 25¢ for economic development and education in our area. This sales tax would not apply to groceries, gasoline and prescription medicines. ll appro<<e~l, these funds «°ill b~ ~stributed equally ~ ! in Orange Coun'ry. j 50 % OF THE FUNDING Will Go To Jobs & Economic Development 50 % OF THE FUNDING Will Go To County & City Schools PAID FOR BY ORANGE COUNTY GOVERNMENT ••., For more information, - . n visit the Orange County web site: ~~•-~ ~..•~~•' www.orangecountync.gov/salestax Remember:: ~ ,.- -~~ ~ ` ~r Printed on recycled paper ~ On J`T~vemUej„ Qt] , { ~ a s. -.. • ~ =~ I ~ t h ~ .. hn .~ ~- .rt ,. ~` ~ t. ~ t 4.i~ L~ N"w + ~ If appro` cd, these tun~ls ~~~ ill be'distributed eyu~illy ~in Orange Couriry. ~ 1 l 50 % OF THE FUNDING Will Go To Jobs & Economic Development 50 % OF THE FUNDING Will Go To County & City Schools PAID FOR BY ORANGE COUNTY GOVERNMENT .•••' For more information, visit the Orange County web site: a°•-~ <:.•<~° www.orangecountync.gov/salestax ~ I Remember: -~-- - ,,, a~ € ~ ~ -~ .,.. y ~'°"~°°"`'"'`aPe~r On November 8th r !, ~'!"\_ . ~ t}~' 1 ~i ~-~~" ..Find out at www orangecountync.gov/salestax On Tuesday, NOVEMBER S TH registered voters in Orange County will have the opportunity to vote FOR oY AGAINST the 1/4¢ sales and use tax. If approved, EVERY $100 SPENT by residents and visitors will generate 25¢ for economic development and education in our area. This sales tax would not apply to groceries, gasoline and prescription medicines.