Every dollar stays in Hermosa.
Measure HB is a half-cent local sales tax that raises about $2 million a year for our streets, parks, and 9-1-1 response. Sacramento can't take it.
What HB costs you
Try your own monthly shopping
50ยข on every $100. Visitors pay it too.
This is what we're protecting
What Measure HB helps fund
Local services residents use every day. Hermosa decides how the money is spent, with public reporting on every dollar.
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Streets and potholes
Paving streets and fixing potholes across 47 miles of city roads.
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Fire, paramedic, and 9-1-1
Supporting fire protection, paramedics, and rapid emergency response.
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Sidewalks and storm drains
Repairing 70 miles of sidewalks, storm drains, and aging infrastructure.
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Police and crime prevention
Supporting police services and crime prevention in every neighborhood.
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Parks, beaches, and playgrounds
Maintaining 112 acres of beaches, parks, and playfields, plus street trees.
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E-bikes, traffic safety, homelessness
Supporting e-bike enforcement, safer streets, and homelessness response.
Why now
Hermosa maintains a lot of public space on a small city's budget.
- Miles of streets
- 47
- Miles of sidewalks
- 70
- Acres of beaches, parks, playfields
- 112
- Budget cuts made this year
- $4.5M
That's how much the City has identified in street and infrastructure projects with no funding source.
This year the City closed a deficit with about $4.5 million in cuts, staffing reductions, and deferrals. Further cuts could reach essential services.
Right in line with the South Bay
Starting October 1, a countywide increase brings Hermosa to 10.25%. With Measure HB, Hermosa would be at 10.75%: the same as Manhattan Beach and Torrance, and lower than Gardena, Carson, Hawthorne, Lawndale, and Lomita.
Rates effective October 1, 2026, from the California Department of Tax and Fee Administration. Groceries and prescription medicine are exempt from sales tax and stay exempt under Measure HB.
Built-in accountability
Measure HB comes with protections so you can see exactly where the money goes.
- All funds stay under local control and can't be taken by the county, state, or federal government
- An independent citizens' oversight committee makes sure funds are spent as promised
- Annual public financial reporting and audits of every expenditure
- The City's annual financial statements continue to be independently audited
Who's voting yes
"I've spent 15 years as a firefighter. I know what it means when help arrives fast and when streets are safe to drive. Measure HB keeps that promise to Hermosa, with local money and local control."
"Hermosa Beach is at a crossroads, and doing nothing is not a plan. We've already cut positions and reorganized City Hall. Measure HB is the fiscally responsible way to protect what we love about this town."
"L.A. County wants us to pay more for fire services and millions more for lifeguards and beach maintenance. Measure HB lets Hermosa meet those costs without cutting public safety."
"Every dollar stays local, with a citizens' oversight committee and independent annual audits. That's real accountability, and it's why I'm voting yes."
"Our kids walk and bike these streets and play in these parks every day. Measure HB helps keep them safe and well cared for."
"More than half of the sales tax spent in Hermosa comes from visitors. Measure HB means the people who enjoy our beach help take care of it."
"Our pier, our parks, our sidewalks: they're what make Hermosa home. I'm voting yes so we can take care of them ourselves."
Titles are for identification purposes only.
See it for yourself
Short videos from around town showing where Measure HB makes a difference.
Your questions, answered
How much would Measure HB cost me?
One-half cent, which is 50ยข on every $100 in taxable purchases. Try the calculator at the top of this page to see your own estimate.
Are groceries and medicine taxed?
No. Groceries and prescription medicine are exempt from sales tax and stay exempt under Measure HB.
Do visitors pay it?
Yes. Everyone making taxable purchases in Hermosa pays it, residents and visitors alike, so the people who use our streets and beaches help maintain them.
Can the state or county take this money?
No. Every dollar stays under local control in Hermosa Beach and can't be taken by the county, state, or federal government.
How does our rate compare to nearby cities?
With Measure HB, Hermosa's rate would be 10.75%, the same as Manhattan Beach and Torrance and below Gardena, Carson, Hawthorne, Lawndale, and Lomita, based on rates taking effect October 1, 2026.
Didn't Hermosa vote on this before?
Voters considered three-quarter cent measures in 2022 and 2024. Measure HB asks for less: a half cent, raising about $2 million a year.
How long does it last?
Measure HB stays in effect until Hermosa Beach voters decide to end it, with annual audits and an oversight committee the whole time.
What does it take to pass?
A simple majority: 50% plus one of voters casting ballots on the measure. Every vote counts.
Help pass Measure HB
Get a lawn sign, walk a precinct, or add your name as a supporter. We'll follow up by email.
