Despite lackluster support here on the South Coast, the tax equity measures passed by almost 9 points

Campaign ads by supporters highlighted banks and credit card companies and showed images of well-dressed people stepping off private jets. They also hammered on the $10 minimum tax that most corporations have paid since its inception in 1931.

Those messages helped counter warnings by opponents that the taxes would lead to job losses, worsening the state’s 11 percent unemployment rate, and prompt wealthy residents to move elsewhere.

“They did a great job of pounding, ‘It’s only $10,'” said Bob Tiernan, chairman of the state Republican Party. “We got swamped by the union money.”

Supporters spent at least $6.9 million, most of it coming from teacher and public employee unions. Opponents, led by a coalition of business organizations, spent at least $4.6 million, donated by wealthy entrepreneurs such as Nike’s Phil Knight and Columbia Sportswear’s Tim Boyle. Opponents who gathered at the Grand Hotel in Salem were optimistic early, but as the results came in, the mood quickly darkened.

For a county by county analysis, look here