Grassroots Opposition to Measure Z Grows in Final Days
From restaurants to convenience stores to the local movie theater, small businesses oppose tax measure that will negatively impact customers and employees
It’s Illegal
It Hurts Lower-Income Families and Diverse Communities
It Will Cause Grocery Costs to Rise
It Will Cost the City a Huge Amount to Defend in Court
It won't improve public health
Alert
A recent study by UC Davis shows that beverage taxes did not decrease beverage sales in three California cities that tried them. In fact, the study showed these taxes disproportionately hurt lower-income families, the very people who can least afford to pay them.
Read the study for yourself!The Latest
Deceptive
Santa Cruz families are already stretching every dollar to afford essentials. Now, Measure Z wants to add another tax on the everyday drinks we rely on—nearly doubling the cost of...
Violates the Law
Measure Z violates state law and would likely cost us millions in legal fees, putting local priorities like housing affordability and park funding at risk. Santa Cruz can’t afford this...
