The Board of Education on Monday chose $198 per parcel as the amount for the tax measure that will go before voters this spring. The dollar amount was carefully selected as a number high enough to bring in much-needed revenue to the Santa Monica-Malibu Unified School District (SMMUSD), but low enough that it could garner the required two-thirds voter support for passage.

An estimated $5.7 million per year would be generated for the SMMUSD through the $198 parcel tax. If the measure were approved, the money could be used for the next fiscal year beginning on July 1.

The SMMUSD is facing an estimated $14 million deficit next year due to decreased revenue from its largest contributor, the cash-starved state government. This means even the passage of a parcel tax would not place the District in the black. The deficit would be further covered by the reserve fund (which is near exhaustion), a proposed five-day furlough and $3 million in cuts.

A committee that held a series of meetings on a parcel tax proposal since August had recommended the tax amount be no higher than $225. Focus groups and scientific polls determined the support for $225 was slightly lower than the amount needed for passage. District officials determined the $198 figure could get them over the hump since it is smaller and with the psychological factor that it is below the $200 mark. Board President Barry Snell compared that to the “99 cent store versus the dollar store.”

Paul Goodwin, a consultant who conducted the polling for the tax committee, said the number of people who would change their vote based on the price differences once it goes below $200 was not significant. But he said there is no way to know for sure unless more polling were done, which would cost more money.

Escarce said he did not feel comfortable going below $198 because that would mean the District would have to cut more from its budget. He said the estimated $700,000 less the District would receive from a $175 parcel tax equals 10 teaching jobs.

“That represents the entire elementary school music program,” Escarce said.

The lone opponent to the $198 figure was Board member Maria Leon-Vazquez. She said $175 was the best amount to get voter approval, and that it would be less stress on the residents in these tough economic times. Leon-Vazquez said the District could make up the lost $700,000 through increased fundraising and other methods.

“Because it’s not really actually a lot when you think about it,” Leon-Vazquez said. “The caliber of our alumni that has come to this District and those that have left and are being successful, I think if we can track a lot of them down … they (will) come back and contribute.”

The District's Financial Oversight Committee (FOC) in November presented potential revenue boosters to the board, including targeted fundraising, licensing the use of District names for merchandise, and placing ads on campuses and buses as well as on the District's Web site. But these measures would only help in the long term and even require small upfront costs. Superintendent Tim Cuneo said District staff next month would have information about the feasibility of these recommendations and how to put them into action.

Leon-Vazquez initially voted against the approved measure. But after the meeting concluded, it was restarted, and Leon-Vazquez changed her vote to a yes.