This document summarizes the results of a voter survey conducted for San Mateo County regarding potential transportation funding measures. The survey assessed support for a half-cent sales tax or 1/4% payroll tax among likely 2018 voters. Both measures saw majority support initially, with the payroll tax performing slightly better. Support increased after highlighting projects and safeguards. The sales tax did not reach the two-thirds threshold needed for the November 2018 ballot. The survey recommends pursuing one measure at a time due to their similar annual revenues. Top priority projects and messages focus on road repair and reducing highway congestion.

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San Mateo County Transportation Survey
2017 Voter Survey
July 11, 2017

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Overview and Research Objectives
San Mateo County commissioned Godbe Research to conduct a survey of
local voters with the following research objectives:
Ø Assess potential voter support for either a sales tax, business license
payroll tax, or combination of the two to reduce traffic in San Mateo
County with funding that cannot be taken by the State;
Ø Prioritize projects and programs to be funded with the proceeds;
Ø Test the influence of informational and critical statements on potential
voter support; and
Ø Identify any differences in voter support due to demographic and/or voter
behavioral characteristics.

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Methodology Overview
Ø Data Collection Landline, cell phone and online interviewing
from email invitation
Ø Universe 180,353 likely November 2018 voters in San
Mateo County, with a subsample of those
likely to vote in the June 2018 election
(116,696).
Ø Fielding Dates March 21 through March 30, 2017
Ø Interview Length 20 minutes
Ø Sample Size 937 Likely November 2018 voters
763 Likely June 2018 voters
Ø Margin of Error ± 3.13% Likely November 2018 voters
± 3.54% Likely June 2018 voters
The data have been weighted to reflect the actual population characteristics of likely voters in San Mateo
County in terms of their gender, age, and political party type.

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Key Findings

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Ballot Questions
Sales Tax
To reduce traffic in San Mateo County by:
• expanding Interstate 101 from Whipple Road to Highway 380, and Highway 92 from
Interstate101 to the San Mateo Bridge;
• repairing potholes and maintaining streets;
• extending Caltrain/light rail from Redwood City to Union City;
• modernizing Caltrain to nearly double capacity, reducing car trips;
• funding alternative transportation including bike lanes and senior transit;
• maintaining Caltrain and SamTrans transit systems;
shall San Mateo County Transportation Authority levy a half-cent sales tax, providing $80 million dollars
annually for 30 years that the State cannot take away?
Payroll Based Business License Tax
To reduce traffic in San Mateo County by:
• expanding Interstate 101 from Whipple Road to Highway 380, and Highway 92 from
Interstate101 to the San Mateo Bridge;
• repairing potholes and maintaining streets;
• extending Caltrain/light rail from Redwood City to Union City;
• modernizing Caltrain to nearly double capacity, reducing car trips;
• funding alternative transportation including bike lanes and senior transit;
shall San Mateo County Transportation Authority levy ¼ of one percent on gross payroll of companies
with 100 or more employees in San Mateo County, providing $47 million dollars annually that the State
cannot take away?

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Q1, 2, 3 & 4. Uninformed Support
November 2018
0% 20% 40% 60% 80% 100%
Sample C
¼% Payroll
Nov 2018
Sample B
¼% Payroll
Nov 2018
Sample B
½¢ Sales Tax
Nov 2018
Sample A
½¢ Sales Tax
Nov 2018
39.8%
35.0%
32.7%
35.7%
31.2%
33.3%
30.1%
30.0%
8.1%
10.9%
7.7%
10.0%
13.2%
13.9%
23.0%
14.3%
7.6%
6.9%
6.6%
10.2%
Definitely Yes Probably Yes Probably No Definitely No DK/NA
65.7%
62.8%
68.3%
71.0%

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Q1, 2, 3 & 4. Uninformed Support
June 2018
0% 20% 40% 60% 80% 100%
Sample C
¼% Payroll
Jun 2018
Sample B
¼% Payroll
June 2018
Sample B
½¢ Sales Tax
June 2018
Sample A
½¢ Sales Tax
June 2018
41.9%
40.0%
37.1%
41.2%
30.3%
31.0%
27.7%
27.2%
7.2%
9.2%
7.5%
8.6%
11.5%
16.2%
23.4%
15.4%
9.1%
3.5%
4.3%
7.6%
Definitely Yes Probably Yes Probably No Definitely No DK/NA
68.4%
64.8%
71.0%
72.2%

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Stronger Support or Weaker Support Initially
Sales Tax Sales Tax & BLT Business License
Tax
Higher Support 40-49 yr olds 40-49 yr olds PAV
Dems Dems & Oth
Likely June PAV
1, 2, 3 5 SD Likely June
North County Coast
Men
Owners
2 SD
Lower Support Reps 18-29 yr olds Reps & DTS
4 SD Reps
Male Reps Not PAV
Women NPP
Renters

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Q5. Features of the Measure
November 2018 (n=937)
Note: The above rating questions have been abbreviated for charting purposes, and responses were recoded to calculate mean scores:
“Much More Likely” = +2, “Somewhat More Likely” = +1, “No Effect” = 0, “Somewhat Less Likely” = -1, and “Much Less Likely” = -2.
Somewhat
More Likely
Somewhat
Less Likely
Much Less
Likely
-2 -1 0 1 2
5R. Create an Innovation and Technology Fund to be…
5S. Convert an existing lane in each direction on…
5I. Add an express lane on Highway 101 for high…
5A. Extend Caltrain and light rail from Redwood City to…
5Q. Maintain and improve pedestrian and bike paths
5P. Provide ongoing operational funding for the…
5E. Fund alternative transportation including bike lanes…
5L. Provide ongoing operational funding for Caltrain
5M. Provide funding for ferry terminals and service in…
5O. Add a lane in each direction on Highway 101 for…
5H. Extend Caltrain or light rail from Redwood City east…
5K. Provide initial funding to either raise the Caltrain…
5F. Maintain Caltrain and SamTrans transit systems
5N. Provide enhanced senior transit options for medical…
5D. Expand Highway 101 from Whipple to 380, and…
5B. Modernize Caltrain to nearly double capacity and…
5G. Reduce congestion on Highway 101
5J. Provide funding for City and County pothole repair,…
5C. Repair potholes and maintain streets
0.22
0.28
0.45
0.46
0.47
0.48
0.48
0.51
0.54
0.60
0.64
0.67
0.72
0.73
0.79
0.96
1.06
1.11
1.27
Much More
Likely
Sample D
Sample E
T-2Tier3Tier1Tier4T-5
82%
41%

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Q6. Influence of Informational Statements
November 2018 (n=937)
Note: The above rating questions have been abbreviated for charting purposes, and responses were recoded to calculate mean scores:
“Much More Likely” = +2, “Somewhat More Likely” = +1, and “No Effect” = 0.
0 1 2
6N. Passing both measures ensures that San Mateo…
6O. Each measure will address a different part of the…
6M. Funding provided by both measures are necessary…
6I. The Trump administration is withholding funding…
6K. The measure(s) will make it safer to drive, bike and…
6G. The measure(s) will help reduce greenhouse gases…
6F. The measure(s) will help keep major businesses…
6H. Safeguards to ensure accountability, including…
6J. The measure(s) will preserve bus and train service…
6C. The measure(s) will allow San Mateo County to get…
6L. The measure(s) would help reduce traffic…
6E. The measure(s) would help reduce traffic…
6A. The measure(s) will take tens of thousands of cars…
6D. Every penny from this measure(s) will benefit local…
6B. Our local streets and roads are falling apart, the…
0.84
0.84
0.95
1.00
1.04
1.07
1.08
1.16
1.16
1.19
1.20
1.21
1.22
1.27
1.30
No Effect Somewhat
More Likely
Much More
Likely
Sample B
Tier2Tier3Tier1
78%
52%

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Q7, 8, 9 & 10. Interim Support
November 2018
0% 20% 40% 60% 80% 100%
Sample C
¼% Payroll
Nov 2018
Sample B
¼% Payroll
Nov 2018
Sample B
½¢ Sales Tax
Nov 2018
Sample A
½¢ Sales Tax
Nov 2018
42.8%
38.3%
36.0%
42.0%
30.1%
35.0%
27.1%
28.9%
7.7%
7.8%
9.3%
9.5%
15.0%
14.9%
22.6%
14.5%
4.5%
4.1%
5.0%
5.1%
Definitely Yes Probably Yes Probably No Definitely No DK/NA
70.9%
63.1%
73.3%
72.9%

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Q7, 8, 9 & 10. Interim Support
June 2018
0% 20% 40% 60% 80% 100%
Sample C
¼% Payroll
Jun 2018
Sample B
¼% Payroll
June 2018
Sample B
½¢ Sales Tax
June 2018
Sample A
½¢ Sales Tax
June 2018
43.2%
43.2%
39.9%
46.5%
33.1%
31.0%
25.1%
28.3%
4.3%
7.2%
11.0%
6.7%
13.5%
15.1%
20.5%
15.7%
5.9%
3.4%
3.5%
2.8%
Definitely Yes Probably Yes Probably No Definitely No DK/NA
74.8%
65.0%
74.2%
76.3%

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Stronger Support or Weaker Support After
Features and Informational Statements
Sales Tax Sales Tax & BLT Business License
Tax
Higher Support Women Dems Owners
Dems Likely June PAV
Likely June PAV
Lower Support Men 18-29 yr olds Reps
50-64 yr olds Reps Not PAV
Reps Not PAV Not Likely June
2 SD
Central County
Renters

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Q11. Potential Critical Statements
November 2018 (n=937)
Note: The above rating questions have been abbreviated for charting purposes, and responses were recoded to calculate mean scores:
“Much More Likely” = +2, “Somewhat More Likely” = +1, and “No Effect” = 0.
0 1 2
11B. San Mateo County has asked taxpayers to approve
two sales tax measures in the last 5 years, enough is
enough, we can't afford another tax increase
11A. If government agencies managed their budgets more
efficiently, we would not have to pay more in taxes
11D. The sales tax measure will result in San Mateo
County having one of the highest sales tax rates in the
state, which will chase businesses out of San Mateo
County
11C. We already pay a large gas tax that is supposed to go
toward transportation projects and fixing roads. Instead of
asking for more taxes, the state and county need to cut
waste and do a better job with taxpayer money
11E. Sales taxes are the most regressive form of taxation,
hurting low income and senior citizens the most
0.77
0.78
0.79
0.85
0.87
No Effect Somewhat
More Likely
Much More
Likely
Sample A & B
54%
48%

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Q12, 13, 14 & 15. Informed Support
November 2018
0% 20% 40% 60% 80% 100%
Sample C
¼% Payroll
Nov 2018
Sample B
¼% Payroll
Nov 2018
Sample B
½¢ Sales Tax
Nov 2018
Sample A
½¢ Sales Tax
Nov 2018
39.6%
38.7%
33.9%
34.3%
29.3%
31.1%
26.8%
29.4%
8.8%
8.1%
9.5%
11.9%
16.1%
16.4%
25.1%
17.0%
6.2%
5.7%
4.7%
7.4%
Definitely Yes Probably Yes Probably No Definitely No DK/NA
63.7%
60.7%
69.8%
68.9%

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Q12, 13, 14 & 15. Informed Support
June 2018
0% 20% 40% 60% 80% 100%
Sample C
¼% Payroll
Jun 2018
Sample B
¼% Payroll
June 2018
Sample B
½¢ Sales Tax
June 2018
Sample A
½¢ Sales Tax
June 2018
40.0%
45.3%
36.7%
40.4%
32.4%
24.7%
25.1%
28.2%
7.1%
8.2%
11.2%
8.6%
14.4%
17.5%
23.7%
18.0%
6.1%
4.3%
3.3%
4.9%
Definitely Yes Probably Yes Probably No Definitely No DK/NA
68.6%
61.8%
70.0%
72.4%

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Sales Tax Sales Tax & BLT Business License
Tax
Stronger Support Dems Dems, Others & DTS Dems
Likely June Owner PAV
PAV
Likely June
Central County
Weaker Support Reps Reps Reps
Not Likely June 18-29 yr olds
Renters
Not PAV
Stronger Support or Weaker Support After
Critical Statements

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Summary & Recommendations
Ø The survey revealed a solid base of voter support for a transportation revenue measure.
However, a payroll based business license tax does numerically, but not statistically better
than a sales tax. This is the case whether the measures are placed on the ballot individually
or together. Further:
§ A payroll based business license tax has a higher chance of success in either June or
November 2018 elections than the sales tax, although the difference is not statistically
significant.
§ A sales tax does not reach the two-thirds threshold for the November 2018 election, but
the differences between election environments are not statistically significant.
§ While we tested the measures both independently and together, the data shows that the
measures should not be placed on the ballot together. As a result of this finding, the
sequencing decision will be very important.
§ Future surveys should determine if there are other alternatives (that generate similar
annual revenue) have the same or better chance of success.
Ø Top tier features of the measure (listed below) suggest that some of the items in the ballot
question could be revised to increase support.
§ Repair potholes and maintain streets.
§ Provide funding for City and County pothole repair, road maintenance and local
transportation projects.
§ Reduce congestion on Highway 101.

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Summary & Recommendations
§ Modernize Caltrain to nearly double capacity and reduce car trips.
§ Expand Highway 101 from Whipple to 380, and Highway 92 from 101 to the San Mateo
Bridge.
Ø Top tier informational statements are:
§ Our local streets and roads are falling apart, the measure(s) will help stop the
deterioration and make repairs
§ Every penny from this measure(s) will benefit local transportation projects and programs,
and cannot be taken by the State
§ The measure(s) will take tens of thousands of cars off of 101, 280, 92 and 380 each
weekday
§ The measure(s) would help reduce traffic congestion on freeways and major streets like
El Camino Real
§ The measure(s) would help reduce traffic congestion on roadways in San Mateo County,
reducing critical emergency response times
§ The measure(s) will allow San Mateo County to get millions of dollars in State matching
funds. Without approval of the measure(s) that money will go to other counties
§ The measure(s) will preserve bus and train service to help reduce traffic congestion
§ Safeguards to ensure accountability, including independent oversight and annual audits,
will ensure that the money will be spent properly

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Summary & Recommendations
Ø Given the survey findings, public outreach efforts should begin as soon as possible in order to
explain the need and potential solutions. It is important to note that this effort should not wait
for a final decision on the structure of the measure.

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