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demographic information included in the survey, the consultant concluded that the survey fairly represents the opinions of the community. The survey to determine voters' willingness to raise taxes and tax them to pay for the Bernal Property Improvements was conducted between April 20 and April 24, 2007, with a total of 600 Pleasanton voters being interviewed. Both surveys randomly selected Pleasanton Voters likely to vote in the November 2008 election and the survey results were within a margin of error of +/- 4.9% for the March sample and +/-4.0% for the April sample. Some of the key findings in the survey regarding voter's willingness to tax themselves was a general transient occupancy tax (hoteUmotel tax) increase measure prioritizing the Bernal Property improvements appears to be very feasible (74% yes). However, voters are highly sensitive to the tax impact of a potential general obligation bond measure and therefore, timing, cost and structure of a potential bond measure will be crucial. For any tax measure to pass, a robust public outreach and education effort will be vital. Education efforts should emphasize fiscal accountability provisions, restoration and permanent preservation of land, benefits to water quality, and park amenities. As far as the voter's attitudes towards the Bernal Property and the Measure P Plans (Plans), most voters have heard about the Plans, but less than 1 in 3 have heard "a lot". Awareness of the Plans increased slightly from the first survey in March to the second survey in April. Protecting water and preserving open space were high priorities for the Bernal Property according to the Pleasanton voters surveyed. Creating paths for walking, jogging and bicycling were high priorities for the Bernal Property and improving public access to existing public land was also a high priority for the Bernal Property. Finally, maintaining ridge land views and providing park open space through the use of a grand meadow design was a high priority for the Bernal Property. If the election were held today, a solid majority of voters would support a general transient occupancy tax (TOT) measure (66% support increasing the TOT from 8% to 12% and 74% support increasing the TOT from 8% to 10%). If the election were held today, voter support for a general obligation bond measure would fall short of the required 2/3rds majority voter approval (63% approval for a required 66 2/3rds). Smaller aggregate bond amounts received slightly greater support ($88M - 63%; $53M - 69%; $22M -73%). However, when voters were provided the information on the annual tax impact of a general obligation bond, support dropped sharply; however, it rises with the decrease in the tax rate ($30/$100K of AV - 41 %; $20/$100K of AV - 44%; and $10/$100K of AV - 52%). Finally, the following additional elements would help in getting voters' support for a tax measure Fiscal accountability provisions will help boost support for financing and tax measures. Messages focusing on community quality of life and future generations are most effective. The Bernal Financing Committee concluded based on the results of the survey to recommend to the Council to move forward with a TOT measure in the near future and to postpone a general obligation bond at this time. They also recommended that the Council revisit the need for a general obligation bond after the TOT measure has been given consideration by the voters. 13