1 / 20

Prop 3: Rail & Roads Drafting Successful Ballot Measures

Prop 3: Rail & Roads Drafting Successful Ballot Measures. Presented by Andrea Packer, Utah Transit Authority CFTE Transit Initiatives Conference June 12, 2007 - Austin, TX. History of Proposition 3:. 5 years and counting Local leaders cried for more transit in the Long Range Plan

logan-chandler
Download Presentation

Prop 3: Rail & Roads Drafting Successful Ballot Measures

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Prop 3: Rail & RoadsDrafting SuccessfulBallot Measures Presented by Andrea Packer, Utah Transit Authority CFTE Transit Initiatives Conference June 12, 2007 - Austin, TX

  2. History of Proposition 3: 5 years and counting • Local leaders cried for more transit in the Long Range Plan • Implement “Transit 2015” committee • First light rail project open, very successful • Positive image of UTA • Agency record of “on time, under budget” • The “PR machine” • Adopted a strategy of “readiness”

  3. History of Proposition 3: 4 years and counting • Second light rail project opens • Successful Olympic Winter Games • Transit carried more than 4 million trips in 17 days • Most successful Olympic transportation • Positive image of UTA • Maintain record of “on time, under budget” • Continual “PR machine” • Continued the strategy of “readiness”

  4. History of Proposition 3: • 3 years and counting • Third light rail project opens (on time, under budget…see below) • Moving forward on first commuter rail line • Positive image of UTA • Maintain record of “on time, under budget” • Continual “PR machine” • Strategic advertising/marketing programs • Continued strategy of “readiness”

  5. History of Proposition 3: • 2 years and counting • Business community gets involved • Chamber adopts “Resolution on Mobility” • Links transportation and economic development • Hosts “Mobility Summit” with business & political leaders • First commuter rail project going forward • Received Record of Decision from FTA • Groundbreaking event • Positive image of UTA • Strategic advertising/marketing: “UTA Ballet” • Continual “PR machine” • Adopted a strategy of “readiness”

  6. History of Proposition 3: • 1 year and counting • Talk about November 2006 ballot initiative in Salt Lake County • 4 light rail projects = $1.5 billion • Property tax: only option • Positive image of UTA • Strategic advertising/marketing: “Leader Testimonials” • Continual “PR machine” • Adopted a strategy of “readiness”

  7. History of Proposition 3: • 9 months and counting • Talk continues, but nothing on ballot • Concern about property tax, but it’s the only option • Calculating the risk of involving the legislature • Utah County? • Did not participate in 2000 referendum • Playing “catch up” • Opportunity for commuter rail – tearing up I-15 in a few years

  8. History of Proposition 3: • 6 months and counting • Talk continues, but nothing on balllot…still • Concern grows about property tax • Local officials nervous, but still on board • Polls show 70% support for property tax • Business community growing more opposed • Only option, involve the legislature? • Utah County? • Wants commuter rail, starting to talk

  9. History of Proposition 3: • 3 months and counting • Talk continues, but nothing on balllot…still • Concern about property tax • Local officials nervous, but still on board • Business community opposed, willing to spend $$ • Risk of organized opposition vs. the legislature • Utah County? • Ready to put initiative on the ballot

  10. History of Proposition 3: • 2 months and counting • Still nothing on ballot • Concern about property tax • Business community adamantly opposed • Go to legislature? Need special session • Special session is “never going to happen” • Utah County? • Ready to put initiative on the ballot • Commuter rail project now in the mix

  11. History of Proposition 3: • 6 WEEKS and counting • Governor calls special session (sales tax on food) • All “unrelated” issues come into play • Legislature passes bill authorizing sales tax • Criteria and follow up required (we weren’t done) • Utah County on board • Referendums in two counties: $2.2 billion • 4 light rail / 30 miles • 1 commuter rail / 44 miles • 70 miles in 7 years

  12. 6 Weeks: Strengths • Strong public support for transit • Strong agency image • Business community support • Local government support • Favorable news media (they did our polling) • No organized opposition • Projects are ready, can begin construction next year

  13. 6 Weeks: Weaknesses • Confusion • Property tax or sales tax • Rail? Roads? Roads and rail? • Which projects • Complication • Road component was positive, but complex • Two counties • Two different packages of projects • Two different ballot names/language • No $$$$ raised

  14. Ballot Language • Location, location, location • Clarity and simplicity • Consistency between counties • We had none of the above…

  15. Ballot Language Utah County Opinion Question Should the Board of County Commissioners of Utah County, Utah impose a sales and use tax of .25%, pursuant to the provisions of the County Option Sales and Use Tax for Highways, Fixed Guideways, or Systems for Public Transit Act, with 87% of the revenues received from the imposition of said tax being allocated for a project or service relating to a fixed guideway system, with 5% of the revenues received from the imposition of said tax being allocated for a project or service relating to a system for public transit, and with 8% of the revenues received from the… Salt Lake County Proposition #3 SALES AND USE TAX FOR CORRIDOR PRESERVATION, CONGESTION MITIGATION, AND EXPANSION OF CAPACITY FOR REGIONALLY SIGNIFICANT TRANSPORTATION FACILITIES Shall Salt Lake County, Utah, be authorized to impose a .25% sales and use tax for corridor preservation, congestion mitigation, or to expand capacity for regionally significant transportation facilities? __ FOR THE PROPOSITION __ AGAINST THE PROPOSITION

  16. Ballot Language • Communication Strategy • #1: Simplicity • Focus on the call to action • #2: Consistency • Between both counties • Between all tactics: lawn signs, buttons, etc. • #3: Explanation • One full-page, full-color newspaper ad

  17. Campaign Communication • Key Strategies • A three-week blitz • Simplicity: focus on simple benefits • Variety of paid media: TV, radio, newspaper, direct mail, brochure • Creative and strategic use of paid media • 15-second TV spots • Targeted direct mail • Some focused on benefits, others on testimonials • Aggressive earned media: campaign and UTA

  18. The Results! • Passed in both counties at a 2-1 margin

  19. Elements of Success • Agency reputation is critical: referendum on you • Public support: all roads (rails) lead to the ballot • Don’t apologize for the “PR machine” • Partnerships, partnerships, partnerships • “It’s about time” • Keep it simple: show the problem & solution • Be relevant and timely • “I want to ride before I die”(Randy Horiuchi, SL County Council) • Minimize risk through experience • Campaign manager, ad agency, lobbyists • Never give up: it’s the trees, NOT the forest

  20. “Thank You”

More Related