Anjali Bemarkar

Products all around Pleasanton will see an increase in price of what people buy if it is passed.

On the November 5 ballot, Pleasanton citizens can vote on a measure to increase the sales tax by half a cent. Known as “Ballot Measure PP,” this measure would raise Pleasanton’s sales tax from 10.25% to 10.75%.

Reason Behind Increase

“Six out of the 14 cities in Alameda County have a 10.75% sales tax, so we’re going to join that,” said Pleasanton Mayor Karla Brown.

The city council proposed this measure due to budgeting concerns. After financial forecasts predicted an $18 million budget deficit annually, they began exploring ways to increase revenue.

“We [City of Pleasanton] currently get only 1% [of the tax revenue], while the rest goes to the state and county, leaving us with just 1% of the 10.25% rate. By raising it by half a percent, we’d receive 1.5%, which would mean $10 million a year for the city,” said Brown.

Both Sides of the Coin

Many supporters see the measure as essential for maintaining Pleasanton’s quality of life, fearing that cuts to services like emergency response and park maintenance could result in longer police response times and reduced recreation funding.

“I support Measure PP because I can’t support cuts to our police budget. Crime in Pleasanton is rising, and keeping the town safe should be our priority,” said Pleasanton resident Dragana Kalezic.

Others, however, are frustrated with rising taxes and oppose Measure PP.

“After living here for so long, extra taxes are a burden. Inflation is up, but salaries haven’t kept pace, so that’s an additional expense. If we pay that, we may need to cut back on our personal spending,” said AV parent Sunil Bemarkar.

Some are concerned about the measure’s impact on low-income residents.

“One issue with sales taxes is their regressive nature, taking a larger proportion of income from people who make less money,” said AP Gov and Macro teacher Samuel Weaver. “So it has a bigger negative effect on those at the lower end of the income spectrum.”

Additionally, some believe that higher taxes could drive consumers to shop elsewhere.

“We’re close to other cities like Dublin, Livermore, and Contra Costa County. People may think twice about shopping in Pleasanton if it means paying an extra half cent on every dollar,” said Weaver. “For larger purchases, like cars or luxury items, that added cost could play a role in their decision.”

While half a cent per dollar may seem minimal, this measure could impact Pleasanton’s local economy, potentially affecting both businesses and residents.