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Regular City Council Meeting Monday,November 17, 2014 Page 20 Finance Director Miller responded from staff's perspective to the proposed in- come-based utility rate discount system, providing staff's findings and assump- tions to-date. Mr. Miller advised that, upon the City Council's decision to change the senior discount program to an income-based program earlier this year, staff had followed that up with an awareness campaign for residents. Mr. Miller ad- vised that the campaign included advertising the change in the City's newsletter and other media sources, as well as a direct mailing to every single-family home last spring. Of the 2,300 current senior discount recipients, Mr. Miller advised that staff had heard from seventy of them. Mr. Miller reported that roughly two- thirds of those contacts were for the purpose of gathering more information about the change and how to become eligible, but generally supportive of the change and expressing their thanks for having received the discount for many years, but realizing why the City Council implemented the change at this time. Of those seventy contacts, Mr. Miller reported that approximately one-third of that group was upset that they would not be receiving the discount or qualifying for it; and about half of that one-third basing their frustration by stating, "I've always got it and I've earned it"by paying taxes into the system and should continue to receive that entitlement. Mr. Miller reported that others in that same one-third stated that "I think I qualify with the financial need, but I'm not going to apply as I'm against welfare programs," even though both the senior and income-based pro- grams were subsidy programs. While recognizing the apparent disconnect, Mr. Miller noted that they were not perceived as the same thing. Mr. Miller reiterated that of the 2,300 current senior discount recipients, staff had only heard from sev- enty of those 2,300 households. Mayor Roe reported that he had only received a fairly small number of calls or e- mails. Councilmember Willmus reported that, while it came up during his door-to-door re-election campaign, it didn't appear to be a pressing issue, while still there. Councilmember Willmus stated that this was his rationale in questioning if the in- come qualification level was set too low. Mayor Roe suggested that, after implementing the program at that level for a pe- riod of time and having experience on which to base future decision-making, the City Council could then revisit the income thresholds. During her re-election campaign, Councilmember McGehee reported that she had only heard from two residents who thought it would be a hardship; with others falling into the category of feeling they were entitled to a senior discount due to their age. Councilmember McGehee advised that, once she explained the City Council's rationale in making the program available to those most in need, her contacts were fairly supportive of that basic concept.