A Miami Herald look at campaign ads: property taxes
Campaign: Amendment 1 on property taxes
Proponents: Yes On 1, Save our Homes Now, Gov. Charlie Crist
Opponents: Florida is Our Home, the Florida AFL-CIO, Florida League of Cities, Florida Education Association.
On the Web: www.yeson1florida.com
TV markets: Tampa, Orlando, Miami
Video: Gov. Charlie Crist is shown at his inauguration talking about property taxes. Then the video switches to an image of Crist talking to a voter. As a narrator talks, a row of houses is shown with the words ‘’Doubles Homestead Exemption'’ and ‘’Makes Save our Homes Portable'’ flashed on the screen. There are images of senior citizens and a young couple holding a baby as the words ‘’cuts property taxes'’ and ‘’all homeowners benefit'’ flash on the screen. The ad cuts back to Crist at his inauguration, followed by a family standing in their front lawn as the Yes on 1 Florida logo and ‘’Jan. 29′’ play on the screen.
Audio: Gov. Crist: ‘’Escalating property taxes and insurance premiums are each day taking more from our wallets.'’ Announcer: ‘’Gov. Crist is right. Now there’s hope. Yes on 1 doubles the homestead exemption. And makes the Save Our Homes tax saving permanent and portable so we keep it if we move. Lower property taxes for seniors on fixed incomes and working families. Crist: “I have spoken with thousands of Floridians who are suffering. This cannot, this will not stand.'’ Announcer: “On Jan. 29, vote Yes on 1 to cut your taxes.'’
Analysis: The idea behind the ad is simple: If you like Crist, if you like tax cuts, vote for the amendment. Crist, who remains popular after a year in office, is attaching his face to the campaign in the anticipation that the same voters who helped him become governor will vote for the amendment.
The ad, however, is misleading and wrong. The proposed amendment will give no one a doubling of their homestead exemption, which is now $25,000 for most Floridians. Because it exempts a portion of a home’s value from property taxes charged by cities and counties, but does not exempt the portion paid to school districts, homeowners will see their exemption increase by about $15,000 in most counties, not $25,000. It won’t double.
Also, the ad suggests that senior citizens and working families get something specific from the amendment. While it’s true that any homeowner would get an increased homestead exemption, there’s nothing in the amendment that is targeted at either first-time home buyers or senior citizens.
– GARY FINEOUT