by Kevin Cody
Not since the guerilla war laser shows, and Russian propaganda-style posters of the divisive Measure O oil drilling campaign in 2015 has Hermosa Beach politics been as creative as it is for Measure HB.
The .75% sales tax increase on the November 5 ballot was approved by a four to one vote of the council. [Easy Reader previously, inaccurately reported the vote was unanimous. Then councilmember Dean Francois opposed putting the measure on the ballot.] Four of the five council candidates oppose Measure HB. The measure is also opposed by the residents group Hermosa Deserves Better.
The city council, which is allowed to educate, but not advocate for ballot measures, began its campaign with a routine mailer extolling the benefits of the sales tax increase. Then it introduced something new to Hermosa politics, a two-minute long, Saturday morning-style cartoon. Hermosa is depicted as a cheery beach community whose clean streets, friendly parks, and welcoming businesses will all be in jeopardy if Measure HB fails.
The cartoon plays 24-7 on the city’s cable, and social media channels.
Hermosa Deserves Better responded with similarly bouncy, two minute cartoon, but with a darker message. Hermosa is depicted as racked with lawsuits, runaway costs, and a bloated, overpaid city staff.
The city has spent $38,000 on its Measure HB mailer and video, according to City Manager Suja Lowenthal.
Hermosa Deserves Better spent $7,000 on its Measure HB mailer and $300 on its video, according to member John Burry.
In addition to the 2015 oil campaign, Measure HB invites comparisons to arguably the most divisive campaign in Hermosa history, the February 25, 1958 special election on oil drilling. Voters were asked to allow Shell Oil to drill in Hermosa’s tidelands from offshore oil platforms.
The 1958 oil measure failed. But judging from a Daily Breeze ad days before the vote, the divide wasn’t so great that opponents couldn’t set aside their differences over “a big broiled steak, or if you like, fried chicken at Whitmore House of Steaks, Ninth Street and Hermosa Avenue.” ER
