Sales Tax Measure

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On June 4, the City of Monrovia called for a special election on November 5, 2019. Voters will be asked to consider approval of the Keep Monrovia Revenue Local Sales and Use Tax proposal, which would institute a local 0.75% sales tax to collect funds to be spent only in Monrovia. 

Watch the video below for why Measure K is on the ballot! Jump to the bottom of the page for Frequently Asked Questions.


Approaching the CA Sales Tax Cap - Should We Look At Keeping Our Money Local?

Currently, the maximum sales tax rate in CA is 10.25%. Here in LA County, we have the highest base sales tax rate in California at 9.5%. Due to the vagaries of State law, that means there is 0.75% of available sales tax capacity remaining that local districts (such as counties and municipalities) could capture. 

LA County is looking to go back to the voters to ask for additional sales tax increases in 2020 and 2022. With this in mind, we believe Monrovia has a window of opportunity to get ahead of this situation by approving a local sales tax measure to protect our resources and keep our money local.

This is not something that Monrovia is alone in doing. Of the 88 cities in LA County, 31 have already reached the maximum sales tax rate of 10.25%, while another 9 cities have increased their sales tax rate to 10%.

It's important to note that cities that have reached the 10.25% cap previously do not pay for additional LA County taxes that are passed, but they are still eligible to receive the funds collected despite not paying into the fund. 

Red Icon Sales Tax Rate: 10.25%

Blue Icon Sales Tax Rate: 10%   Orange Icon Sales Tax Rate: 9.5%

Based on LA County’s successful track record of passing sales tax measures, it is only a matter of time before additional sales tax measures are approved and the remaining 0.75% of local sales tax capacity is taken up by the County. Did you know that, on average, Monrovia gets back only 10 cents of every sales tax dollar we contribute to LA County? While LA County provides valuable services to the region as a whole, it's a question worth asking whether we want to continue sending more funds to the County to be distributed across 88 cities, or if we want to vote to keep that money here in Monrovia to focus on local issues.

Preliminary Spending Plan – What would the City do with the money, if approved?

The proposed Keep Monrovia Revenue Local Sales and Use Tax proposal would generate an estimated $4.5 million / year in additional sales tax revenues for the City. If approved by a majority of Monrovia voters at the November 5, 2019 election, the City would recommend a five-year expenditure plan towards projects that would enhance the community. 

Impacts of the Sales Tax - How Much Would It Cost?

A cup of coffee would increase by $0.02

 Estimated Cost Breakdown

Current Sales Tax Rate 

Proposed Sales Tax Rate 
Medium Coffee at a Coffee Shop (Dine In) $2.49  $2.49 
Current Sales Tax Rate 9.5% $0.24  $0.24 
Proposed Sales Tax Rate Increase 0.75% $0.02 
Total Cost $2.73  $2.75 

A trip to the store for $50.00 worth in household goods would increase by $0.38

estimated Cost Breakdown

Current Sales Tax Rate 

Proposed Sales Tax Rate 
Household Goods 
(Cleaning supplies, toilet paper, retail goods)
$50.00 $50.00
Current Sales Tax Rate 9.5% $4.75  $4.75
Proposed Sales Tax Rate Increase 0.75% $0.38
Total Cost $54.75  $55.13

Community Meetings 

Date location  time 
September 26, 2019 Library Board (Community Center) 6:00 p.m.
October 1, 2019 Rotary Club (Monrovian Restaurant) 12:00 p.m.
October 7, 2019 Coordinating Council (First Presbyterian Church) 7:15 a.m. 
October 8, 2019 Monrovia Old Town Advisory Board/MOTAB (Council Chambers)
9:30 a.m.
October 8, 2019 Community Services Commission (Community Center) 7:00 p.m.
October 9, 2019 Planning Commission (Council Chambers) 7:30 p.m.
October 15, 2019 New Horizons Senior Club (Community Center) 10:30 a.m.
October 16, 2019 Gad-a-bouts Senior Club (Community Center) 10:00 a.m.
October 19, 2019 Monrovia Community Center (Kay Dalton Room)  11:00 a.m.
October 22, 2019 Monrovia City Hall (Council Chambers)  7:00 p.m. 
October 23, 2019 Historic Preservation Commission (Council Chambers) 7:30 p.m.
October 31, 2019 Kiwanis Club (Monrovian Restauran) 11:45 a.m.

Supporting Documents

Frequently Asked Questions

Expand/Contract Questions and Answers

  • Why is the City proposing a Sales Tax Measure? Why do we need more money?

  • What purchases are impacted by a sales tax increase?

  • What will the City do with the money if Measure K is approved?

  • How much money does the City get back on County-wide tax measures?

  • How do we know the City will do what it says it will with the money?

  • Can the State raise the sales tax limit in California?

  • Is the City proposing a sales tax increase just because other cities are doing it, too?

  • What about the City of Santa Fe Springs? How were they able to exceed the sales tax cap?

  • Doesn’t the City have enough new revenues coming in from all the new development?