College affordability was ranked as the second most important education policy issue in the 2019 PACE/USC Rossier poll. Governor Newsom’s budget proposal and several bills in the state legislature reflect this concern. The diverse geography and socioeconomic status in CA demand local context consideration for designing effective reforms. Variation in concern over college costs is discussed by county and income and racial/ethnic groups. Proper evaluation and implementation of college promise programs and equity initiatives are suggested as fruitful avenues for addressing college affordability.