Half-cent tax measure approved by Council for November ballot
By Laura Garber
by Laura Garber
The Hermosa Beach City Council voted 4-1 Tuesday night to place a half-cent sales tax measure on the November ballot, the city’s third attempt in four years to secure new revenue for a widening structural deficit.
Councilmember Dean Francois cast the lone no vote. Councilmember Ray Jackson, who supported the two previous failed measures, said he would back this one but drew a hard line on spending.
“I will reluctantly support this measure,” Jackson said. “But understand, I will not support any funding request that isn’t absolutely necessary to keep our lights on and our pipes plumbed.”
If approved, the measure would raise the city’s sales tax rate to 10.75%, generating roughly $2 million annually in unrestricted general fund revenue, according to Administrative Services Director Brandon Walker.
The city faces $5.5 million in rising county contract costs for fire, lifeguard and beach maintenance services, an estimated $20 million city yard replacement, and a pier repair or rebuild that could run as high as $100 million.
Resident and Parks and Rec commissioner Barbara Ellman pressed councilmembers on whether they would actually campaign for the measure this time.
“This isn’t just free money. This is money that you have fought against all along,” Ellman said. “Are you willing to walk? Are you willing to stand in front of Java Man? Are you willing to wear a T-shirt? Because this is not going to work unless you’re all in.”
Mayor Michael Detoy answered directly, pointing to the city’s history of taxing itself to bond the purchase of the Greenbelt decades ago.
“I think this tax measure is also going to protect our open spaces, protect our quality of life,” Detoy said. “I will be out there advocating for this everywhere I go, and wearing funny costumes.”
Detoy also laid out a broader revenue strategy, pairing the sales tax with future short-term rental enforcement and hotel development near the pier, and said a yes vote to place the measure on the ballot did not amount to an endorsement.
“This is asking the residents to raise the sales tax,” Detoy said. “It’s not necessarily your endorsement of this measure.”
Francois called the tax regressive.
“The people who are paying the brunt of this tax are the ones on the smallest income brackets, that are shopping in our stores, eating in our restaurants,” he said, arguing the city should have raised the hotel tax instead, since it falls on visitors rather than residents.
Jackson said the Council still lacks a real plan.
“We’re gonna spend more time talking about a ballot measure for a dog park than we have on a comprehensive budget strategy,” he said. “Hope is not a plan. Hope is not a strategy. What happens next?”
Council also approved a citizen oversight committee for the ballot language. Resident Laura Pena called it her “red line,” noting a similar committee was included in 2024’s failed measure.
“Trust will not come just because you say so,” Pena said. “Trust will come when we are given the full information, when we’re able to see measurable results, and when accountability is shown.”
Keegan and Saemann will author the ballot argument in favor. No one volunteered to write a rebuttal.
In a related item, Council voted 3-2 to postpone a $50,000 contract with a consulting firm to produce voter education materials about the measure.
Detoy defended the contract, arguing residents need help understanding the city’s finances since few attend council meetings.
“There is education that we can do on potential contracts that we all know, but the general public does not, because no one’s tuning in to our meetings,” he said.
Francois disagreed, calling the expense wasteful given the deficit. Councilmember Rob Saemann said the outreach effort reminded him of the messaging used in the failed 2022 and 2024 campaigns.
“This really smells like the way we did it the last two times, and it’s kind of why they didn’t pass,” Saemann said. “People thought that this was bogus, and you’re brainwashing us.”
The item returns to council Aug. 25. The ballot argument filing deadline is Aug. 14. The measure needs a simple majority to pass in the Nov. 3 general municipal election. ER
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