Despite the conventional wisdom that people hate to be taxed, Salt Lake County residents appear ready to keep one tax alive.

In a new Deseret Morning News/KSL-TV poll, 77 percent of respondents said they will definitely or probably vote in November to renew the county's Zoo, Arts and Parks tax. Only 18 percent were against it.

The ZAP tax is a 1/10th of 1 percent sales tax that partially or wholly funds the Hogle Zoo, county parks and fitness centers, Utah Symphony and Opera, Ballet West and dozens of smaller arts and cultural organizations. It raises about $15 million per year.

"It shows that right now, the people of Salt Lake County continue to see a program that has such positive impact and opportunities for families, seniors and kids," said Carter Livingston, who has been hired to promote the ZAP tax renewal.

The poll, which was conducted between Sept. 28 and Oct. 4, reflects little change in attitudes from a similar poll conducted in early September. At that time, 75 percent of respondents were either definitely or probably for renewing the tax.

Livingston said his group has been working hard to inform people on what the ZAP tax provides, and while poll results continue to forecast success for the tax's proponents, "We are going to work right up until election. The only poll that counts is on Election Day."

Opposition to the tax comes largely from private fitness and recreation providers who worry that public funding of such facilities creates unfair competition.

The Utah Taxpayers Association is also opposed. It is against all arts-and-recreation taxes, including proposals this year for similar taxes in Tooele city and Davis and Weber counties. The association successfully fought a similar tax in Utah County last year.

Salt Lake County's ZAP tax first failed to gain approval in 1993. But voters approved it in 1996 and have reauthorized the tax for 10 years starting Jan. 1, 1997. If voters do not approve it this November, the tax will die at the end of 2006.

The new poll questioned 387 registered voters throughout Salt Lake County. It was conducted by Dan Jones & Associates and has a margin of error of plus or minus 5 percent.

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E-mail: dsmeath@desnews.com