Where Escondido’s Mayor Stands on the Proposed Sales Tax Increase

This November, the future of Escondido’s services, community programs and overall quality of life could be riding on a proposed sales tax measure that would increase the city’s sales tax rate by one cent.  

Until now, Escondido’s mayor, Dane White, was noticeably quiet on whether he supports the measure. In a recent opinion piece published in The Escondido Magazine’s Fall 2024 issue, White said he’ll be voting yes on the measure despite his typical “anti-tax” approach. 

White’s initial reluctance to publicly support the proposed sales tax increase may have been tied to his Republican affiliation, as many elected officials in the party traditionally pledge to oppose new taxes. 

White did not respond to multiple requests for comment. 

Many residents, public safety groups and a few elected officials have already publicly endorsed a one-cent sales tax called Measure I that’s slated to be on Escondido’s ballot this November. It would increase the city’s sales tax rate by one cent, or 1 percent. The current sales tax rate is 7.75 percent, which is among the lowest in San Diego County.   

If approved by voters, it’s projected to generate about $28 million per year in revenue, which the measure’s supporters say, could help close or reduce the city’s ongoing structural budget deficit, which is projected to reach an average of $18 million each year over the next 20 years. 

And that structural budget deficit has already taken a significant toll on the city. Voice of San Diego previously reported that Escondido has around $128 million in backlogged maintenance and public works improvements; multiple city departments are understaffed after city leaders eliminated vacant staff positions; and the futures of the California Center for the Arts, Escondido, the Escondido Public Library and other community programs are at risk due to lack of funding. 

In the opinion article, White said he’s supporting Measure I because he wants his taxes to stay in Escondido. 

“I’m about as anti-tax as it gets, but I’ll be voting yes on I,” White wrote. “The important thing of note is, with other state and county taxes on the ballot, as well, Escondido will reach its threshold for allowed sales taxes to be collected.” 

White was referring to California’s maximum allowable sales tax rate of 10.25 percent. State law allows cities to raise their combined state, county and local sales tax up to a maximum of 10.25 percent. Right now, Escondido has room to increase its sales tax rate by up to 2.5 percent through local measures like Measure I. But if any countywide or statewide sales tax increases are approved by voters, that will be factored into Escondido’s 10.25 percent cap. 

White’s stance on the measure strays from his previous position on taxes. During his campaign for mayor back in 2022, he repeatedly said he is opposed to sales tax increases in Escondido.  

“My position is we don’t need a sales tax increase, we don’t need a measure,” White told the Escondido Times-Advocate in April 2022. “If we focus on meeting our regional housing needs and growing small business, we will have the revenue we need to do anything.” 

And at an Escondido Chamber of Commerce Government Affairs Committee meeting last year, White told attendees that a sales tax increase wasn’t an option.  

That may have been because White is a Republican, and many Republican elected officials choose to make a commitment to the Republican Party that they will oppose new taxes. 

The Republican Party of San Diego County’s official position on proposed tax measures is to “oppose all items placed on the ballot for local or county tax increases or extensions,” according to its website. 

With multiple sales tax measures on the November ballot throughout San Diego County, White isn’t the only Republican who is supporting a new tax. Sales tax increases or extensions are proposed in San Marcos, Oceanside, El Cajon and more, with many of them receiving support from Republican and Democratic elected officials. 

Voice did not find there to be any sort of penalty for Republican officials who support new taxes. The Republican Party of San Diego County did not respond to multiple requests for comment. 

Measure I is backed by the San Diego County Taxpayers Association, the Escondido Firefighters Association, the Escondido Police Officers Association, the Escondido Chamber of Commerce and more. The measure started out as a citizen’s initiative, but due to delays in the signature verifying process, the City Council unanimously voted to place the measure on the ballot themselves in an effort to respect residents’ wishes. 

There’s some opposition to the upcoming measure, but the greatest challenge will be to convince voters, who rejected a similar sales tax increase in 2022.