Passing Measure R in Buena Park
Overview
In the November 2024 general election, the Buena Park City Council placed Measure R on the ballot—a 1¢ sales tax increase to generate approximately $20 million annually for public safety, city services, and infrastructure improvements.
The City of Buena Park, known for Knott’s Berry Farm, its commercial hubs, and diverse neighborhoods, has historically been fiscally cautious, with voters expressing skepticism toward new taxes. Despite significant growth over the decades, police staffing levels had remained largely unchanged since the 1960s, straining the city’s ability to maintain safety and essential services.
Presidio Public Affairs was engaged by members of the City Council and the Buena Park Police Association to lead the campaign. Presidio established and managed Residents for a Safer Buena Park, the ballot measure committee, and executed the full campaign strategy, from coalition-building and messaging to direct voter outreach, digital marketing, and budgeting.
Challenges
Overcoming Voter Skepticism Toward Taxes
Buena Park voters, like many in Orange County’s communities, have historically been reluctant to approve tax increases unless convinced of a direct, personal benefit. The campaign needed to frame Measure R in a way that resonated with voters’ everyday lives—particularly their sense of safety in their neighborhoods.
Managing Business Community Concerns
Buena Park is home to a significant cluster of auto dealerships, making them a key economic driver for the city. Early in the campaign, concerns emerged from local auto dealers about whether a higher sales tax could lead car buyers to purchase vehicles in nearby cities with lower tax rates.
To address these concerns, the campaign engaged in active discussions with representatives from the auto dealer community, ensuring they had a clear understanding of the measure’s intent and projected impact. These conversations were part of a broader effort to engage stakeholders from across the city, reinforcing that Measure R was designed to keep critical funding local while maintaining Buena Park’s competitiveness as a business-friendly city.
Ultimately, the campaign’s proactive engagement and strong coalition of public safety and community leaders helped reassure voters that Measure R was a balanced, responsible approach to strengthening local services.
Strategy & Execution
Framing the Message for Maximum Impact
Presidio’s most significant contribution was message development and framing. Instead of focusing on abstract tax policies, the campaign emphasized:
“What does this mean for you and your neighborhood?”
“How does this impact the safety of your family?”
“Do you want Buena Park to have the same police staffing levels as it did 50 years ago?”
By making the impact of Measure R personal, the campaign effectively cut through voter skepticism and positioned the measure as a necessary investment in community safety.
Coalition Building & Key Endorsements
To strengthen credibility, Presidio built a coalition of trusted local voices that would be most persuasive to voters. Key endorsements included:
✔ Buena Park Police Officers Association – Public safety advocacy
✔ Orange County Professional Firefighters Association – Emergency response focus
✔ Orange County Labor Federation – Economic and infrastructure investment
These endorsements helped neutralize opposition narratives and provided crucial funding and messaging support throughout the campaign.
Multi-Tiered Voter Outreach
Presidio designed and executed a comprehensive voter communication strategy, utilizing:
📩 Direct Mail – Targeted, persuasive mailers delivered before ballots arrived to shape voter perception early.
📱 Digital Advertising – Geotargeted ads emphasizing safety, infrastructure, and local economic benefits.
💬 Text Messaging – Personalized engagement to reinforce messaging and answer voter concerns.
This multi-channel approach ensured that the campaign reached voters where they were most engaged, driving home the importance of Measure R.
Results & Key Takeaways
Election Outcome: Measure R was overwhelmingly approved, receiving:
✅ YES: 21,806 votes (74.71%)
❌ NO: 7,380 votes (25.29%)
This landslide victory exceeded expectations and reaffirmed the importance of effective messaging and coalition-building in tax-related campaigns.
Key Lessons from Measure R
Trusted Messengers Make the Difference. Local police and firefighters are highly persuasive voices in public safety tax measures. Their support reassured voters that Measure R was a responsible, necessary investment.
Early Messaging Sets the Tone. Voter skepticism was addressed early through direct mail and digital outreach, allowing the campaign to define the narrative before opposition had a chance to gain traction.
Framing the Issue in Personal Terms is Critical. Rather than focusing on policy jargon, the campaign linked Measure R to everyday voter experiences, making it clear that public safety and infrastructure improvements would directly impact their quality of life.
Conclusion
The success of Measure R underscores how disciplined messaging, trusted messengers, and early coalition-building can drive overwhelming voter support—even in historically tax-averse communities. By focusing on personal impact rather than policy mechanics, the campaign ensured voters saw Measure R as a direct investment in their own safety and well-being.
