Why Vote No
Higher Prices Everywhere
Zero Accountability
Unfair to Working Families
An 10.25% sales tax rate hits essential purchases, local dining, and daily goods, straining budgets when household expenses are already at historic highs.
Measure E is a general sales tax with no legally binding oversight board, spending guarantees, or direct plan for vital infrastructure. The money goes into the County General Fund, with no legal restriction requiring it to be spent on the services being promoted.
Sales taxes are regressive. Seniors on fixed incomes, students, and frontline workers pay the highest proportional cost under Measure E.
$27 MILLION A YEAR
10.25% SALES TAX
TAXPAYERS SHOULDN'T PAY TO BAIL OUT THE GOVERNMENT
It raises about $27 million a year while giving taxpayers no guarantee of better healthcare, emergency medical, or homeless services.
Measure E pushes sales tax rates above 10% in Santa Cruz, Watsonville, and Scotts Valley.
Taxpayers shouldn’t be asked to bail out government mismanagement when the County should first find savings and improve accountability
It could hurt local businesses by encouraging consumers to shop online or outside the county to avoid higher taxes.
MEASURE E WILL LIKELY HURT LOCAL & SMALL BUSINESSES
Local Reality
Facts Facing Santa Cruz Voters
1o.25%
Proposed combined sales tax rate
#1
Most expensive US county to live in
$0
Guaranteed allocations in Measure E text
Protect Santa Cruz Working Families
Stand up against unfair local taxes. Join thousands of neighbors across Santa Cruz County Vote NO on Measure E.