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El Cerrito Preservation of Citywide Services Funding Measure
MEASURE R

In July, the El Cerrito City Council placed a local funding measure on the November 2014 ballot to extend the existing voter-approved Measure R at the one cent rate for twelve years. If enacted, this continuation measure could generate additional locally-controlled funds for local projects and services, with money that could not be taken by the State.

Measure R was previously approved by local voters four years ago at the half-cent rate. However, state takeaways and the sluggish economy have put considerable strain on El Cerrito’s ability to continue to provide the public safety and quality of life services our residents rely on. If Measure R is extended at the one cent rate, the City will be able to maintain current levels of public safety, including police services, neighborhood patrols, crime prevention programs, and rapid 9-1-1 response times, as well as after-school programs for children and teens and city parks, playfields, paths and open spaces.

The City prides itself on transparent and fiscally prudent financial practices, which include a Financial Advisory Board, mandatory financial audits and reports to the community to continue to ensure that all voter-approved funds are spent appropriately. Continuing this financial accountability would be included as part of this measure renewal.

The El Cerrito Preservation of Citywide Services Funding Measure will appear as Measure R on the November 4, 2014 ballot and reads as follows: 

MEASURE R

 To continue to protect/ maintain City services, including fire
prevention/ emergency services; emergency response times;
neighborhood police patrols; firefighter/ police staffing; crime
prevention/ investigation resources; after-school programs;
library hours/ programs; senior services; open space, parks,
paths/ playfields; other general City services, shall El Cerrito
extend the existing voter-approved sales tax and set the future
 rate at one cent for 12 years, with citizens' oversight, annual
audits, and all funds staying local, none to Sacramento?
 YES  /  NO  

Frequently Asked Questions

Q: What is Measure R?
A: On July 15th, 2014 the El Cerrito City Council unanimously placed Measure R on the November 2014 ballot. In 2010, El Cerrito’s voters approved a half-cent sales tax. Measure R extends that existing voter approved local funding measure at the one-cent rate for twelve years. If enacted, Measure R will provide a locally-controlled source of funding to address community priorities.

Q: Why was Measure R placed on the ballot?
A: El Cerrito faces a variety of fiscal and service delivery challenges, including continued State takeaways and the slow economic recovery. El Cerrito needs local control over local funds, for local needs. Extending existing, voter-approved funding at the one cent rate helps the City to continue to address these needs, while keeping all funds local and ensuring that NO funds can be taken by the State.

Q: What is the urgency?
A: If adopted by voters, the Measure R extension will help maintain current levels of fire protection and police services, including neighborhood patrols, crime prevention programs, and rapid 9- 1-1 response times. Property crimes have increased over time in El Cerrito and funding generated by Measure R helps to fully-staff the City’s police force and prevent crime from getting worse.

Q. How can we be sure that Measure R funds are spent properly?
A. The City is committed to transparent and fiscally prudent financial practices, which include citizen participation in the annual budget process, review of the proposed budget by the Financial Advisory Board, mandatory financial audits and reports to the community. If enacted, Measure R would continue this financial accountability to ensure that all voter-approved funds are spent appropriately

Q: How does Measure R impact local services?
A: If adopted by voters, Measure R would address community priorities, including to:
  • Maintain rapid 9-1-1 response times, neighborhood police patrols, crime prevention and investigation
  • Maintain current levels of firefighters, fire protection and emergency medical services
  • Maintain earthquake and disaster preparedness
  • Maintain after-school programs for children and teens
  • Maintain and improve city parks, playfields, paths and open spaces

Q: Where can I get more information?
A: The City will continue to keep the community informed about El Cerrito’s service and financial priorities. This page will be updated periodically.

Getting More Information
If you would like to find out more about these issues or to request a more in-depth presentation to your community group, please contact Suzanne Iarla, Community Outreach Specialist at 215-4318.

Download the following:
FAQ sheet about the Measure R extension (revised 8/28/14)

Informational Presentation (Handout of Slides)

Notice for the City Ballot Measure Election

Resolution 2014-36 and Ballot Question

Full Text of Ordinance

City Attorney Impartial Analysis

Primary Argument Filed in Favor of Measure

July 15, 2014 City Council meeting agenda bill, or watch the meeting video via the Streaming Media Archive

Learn more about the City’s Biennial Budget for Fiscal Years 2014-15 and FY 2015-16


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