"The city has not increased the bed tax in more than 20 years, and we are the lowest in Orange County," said Councilwoman Katrina Foley, a candidate for school board. "We can't provide our residents with the same services as Newport Beach and Huntington Beach because we're not generating revenues like they are. No business is able to continue to provide greater services and keep their customers satisfied as they grow without generating revenues."
Even with the increase, Costa Mesa would remain below neighboring cities. Newport Beach levies a 10% fee; Santa Ana, 11%; and Anaheim, 15%.
"It cost the same to go to Costa Mesa as it does in Anaheim," Foley said. "But Anaheim gets 15% on top of that. They've figured out a way to make some money and fund residential services."
The measure is on the ballot with no formal opposition. Mayor Allan Mansoor was the only council member to vote no when the council authorized placing Measure L on the ballot in June. Council candidate Jim Righeimer, a city planning commissioner, is also opposed to Measure L, arguing that it would unfairly burden businesses.
Ed Fawcett, president of the Costa Mesa Chamber of Commerce, said his group isn't opposing the increase.
"It's a situation where we never like tax increases as a rule, but the circumstances and the need by the city overshadowed that dislike for a new tax," he said. "And this does not put a tax on Costa Mesa residents or the businesses; it's essentially a user tax on visitors staying in the hotels here."
The Costa Mesa Conference and Visitor Bureau is also not opposed.
"At this stage, the proposal to raise it for a couple of percentages still keeps us at a great competitive advantage, so the hotels have not opposed it, based on the fact that we would still be competitive," said Shaun Robinson, bureau chairman and manager of the Hilton Orange County.