Pacifica Hotel Tax Increase, Measure R (November 2010)

From Ballotpedia
Jump to: navigation, search
A Pacifica Hotel Tax Increase, Measure R was on the November 2, 2010 ballot for voters in the City of Pacifica in San Mateo County. It was approved.

Measure R increases the hotel tax levied on hotel guests in Pacifica from 10% to 12%.

Election results

  • Yes: 8,018 (59.69%) Approveda
  • No: 5,414 (40.31%)

Election results are from the San Mateo County elections division as of November 27, 2010.


The voter pamphlet arguments in favor of Measure R were signed by:

  • Sue Digre, Mayor
  • Mary Ann Nihart, Mayor pro Tem
  • Pete DeJarnatt, Councilmember
  • Jim Vreeland, Councilmember
  • Julie Lancelle, Councilmember

The arguments they made were:

  • "Pacifica’s Transient Occupancy Tax (TOT), commonly called the “hotel tax” is paid by visitors who rent hotel rooms in Pacifica. The current TOT is 10%. This measure would increase the TOT to 12%. While costs have increased, Pacifica’s TOT has not been increased since 1985."
  • "The TOT is used to offset the cost of city services also used by visitors. This measure is estimated to add $160,000 per year to the General Fund. The General Fund for Pacifica pays for services such as public safety, emergency services, road repair, beach maintenance, and recreation."
  • "Like most cities, Pacifica is faced with increasing costs along with decreasing property values and the associated recession. Even after reducing staff and making department cuts, Pacifica continues to spend more than it receives. This TOT increase is part of a five year plan to stabilize our city’s finances. The plan includes reducing employee costs by $8 million and increasing revenues by $6 million over the next five years."
  • "Pacifica benefits by keeping hotel occupancy at high levels. Increasing our hotel tax brings Pacifica current with the same 12% hotel tax as Half Moon Bay and most surrounding cities and San Francisco remains considerably higher."
  • "Plain and simple…this is a tax paid by visitors for our city services they use. Unlike other revenue sources, every TOT dollar collected stays in Pacifica."


The voter pamphlet arguments against Measure R were signed by:

  • Nick Gust, former mayor
  • Calvin Hinton, former mayor
  • Susan Vellone, President of Pacifica Chamber of Commerce
  • Dilipkumar Patel, owner, Sea Breeze Motel
  • Len Stone, local business owner

The arguments they made were:

  • "Vote NO on Measure R. It's a misguided tax that disappears into the general fund. It hurts our hotels who are struggling to make it through this recession. California unemployment is still a sky-high 12.3%. This tax could push a vital piece of our local economy to the brink of collapse. Our retail spaces around town already resemble that of a ghost town and the last thing we need are empty hotels."
  • "The Pacifica Tribune newspaper headline says it all: “Hotel Owners Scorn Bed Tax Increase.” Every hotel manager the Pacifica Tribune talked to opposes this tax because it is detrimental to business. This tax will also drastically affect local restaurants, coffee shops, gas stations, recreational and retail businesses that rely on hotel occupants who spend their money here in our City."
  • "Our hotels are major anchors of the Pacifica business community. Does anyone think this tax is helping our hotels? This couldn’t be a worse time to increase the Transient Occupancy Tax (TOT) by 20%."
  • "Measure R doesn’t require Council to spend the tax dollars on helping our local economy, beaches, or libraries. When the idea of Transient Occupancy Tax (TOT) was sold to the citizens of Pacifica, there was promise to invest a large portion of the revenue back into promoting our community as a tourist destination. Now, 100% goes into the General Fund. This is not what we signed up for."

Text of measure

The question on the ballot:

Measure R: To ensure funding for general city services, shall the City of Pacifica approve an ordinance amending the Pacifica Municipal Code to increase the transient occupancy tax rate from ten percent (10%) to twelve percent (12%) on the rent charged to hotel guests within the City?”[1]

See also

External links

LocalBallotMeasures Final.png This local ballot measure article is a stub. You can help people learn by expanding it.

Cite error: <ref> tags exist, but no <references/> tag was found