Silencing the Naysayers

1. Silencing the Naysayers Friday, May 14, 2010

2. Upcoming CFTE Events This Summer! Washington Transit Initiative Training Workshop • Seattle, WA • August 6, 2010, 8:00am – 12:00pm Next Summer!2011 Transit Initiatives and Communities Conference • St. Louis, MO • June 20 – 22, 2011

3. Today’s Program • David Goldberg, Communications Director, Transportation for America, Washington, DC • Dave Metz, Partner, Fairbank, Maslin, Maullin, Metz & Associates, Oakland, CA • Tom Costello, Assistant Managing Director, Champaign-Urbana Mass Transit District, Urbana, IL • Donald J. Emerson, Principal Consultant, Parsons Brinckerhoff, San Francisco, CA

4. American Voters and Transportation Funding in 2010 #10131 Lori Weigel, Public Opinion Strategies Dave Metz, FM3

5. Challenges for Transportation Funding • Research shows that the economy and public spending/debt rank among voters’ top concerns. • Confidence in government is near all-time lows. • Concern about gas prices and traffic – traditionally drivers of support for transit projects – has dropped in many communities as the economy has declined. • Concern about competing public priorities – notably education and public safety – is generally higher. • And yet, 73% of transportation ballot measures were approved in 2009 – better than the recent average. • Recent national opinion research shows some of the enduring values and priorities that underlie continued voter support for transportation funding.

6. National Survey Methodology On behalf of Smart Growth America and Transportation For America, Public Opinion Strategies and Fairbank, Maslin, Maullin, Metz and Associates conducted a national telephone survey of 800 registered voters, including 700 landline interviews and 100 cell phone interviews. The survey was conducted February 27-March 2, 2010, and has a margin of error of + 3.46%. 6

7. Attitudes on Transportation Options 7

8. There is a strong sense that the nation would benefit from improved public transportation. Transportation Statements The United States Would Benefit From an Expanded and Improved Public Transportation System, Such as Rail and Buses 8

9. Voters also think their community would benefit from improved public transportation. Transportation Statements My Community Would Benefit From an Expanded and Improved Public Transportation System, Such as Rail and Buses. 9

10. Voters overwhelmingly feel they have no choice right now, but a majority would like to spend less time in a car. Transportation Statements Strongly Agree 56% Strongly Agree 34% Strongly Disagree 19% Strongly Disagree 10% 10

11. Voters also say they want the choice of transportation options. Transportation Statements Strongly Agree 42% Strongly Agree 39% Strongly Disagree 23% Strongly Disagree 17% 11

12. One-in-five voters have used public transportation – either bus, rail, or ferry – in the last month, while twice as many have walked. In the past month, have you done any of the following in order to go to work or school, run errands or go shopping? 12

13. For those who have not taken public transportation in the last month, availability is the main barrier to use. Costs too much 1% Not safe to take public transportation 3% What is the main reason you have not taken public transportation in the last month? 13

14. Voters are most likely to perceive rail as being neglected in federal priorities. Types of Transportation Not Getting Enough Attention Trains or light rail systems 57% 45% Roads Buses 34% Sidewalks 23% Bike paths or trails 22%

15. While that dynamic has shifted from last year, clear majority support for public transportation remains. Traffic Congestion Statements 2009 2010 Some people say that we need to improve public transportation, including trains and buses, and make it easier to walk and bike to help reduce traffic congestion. 67% 59% Other people say that we need to build more roads and expand existing roads to help reduce traffic congestion. 27% 38%

16. Even in the current economic times, a majority of voters are willing to increase their own taxes in order to expand and improve public transportation in their community. Total Support 52% Total Oppose 46% In general, would you support or oppose increasing funding to expand and improve public transportation in your community, if it required a small increase in taxes or fees? 16

17. Majority support can be found in a wide range of types of communities. Support for Small Tax/Fee for Public Transportation, by Type of Community (16%) (35%) (25%) (23%) In general, would you support or oppose increasing funding to expand and improve public transportation in your community, if it required a small increase in taxes or fees?

18. Message Testing We also tested a number of different rationales in support of expanding and improving transportation options. Now, some people say that we need to expand and improve our transportation options, which would include public transportation such as trains, rail, ferries and buses, as well as walking and biking options. I am going to read you a number of reasons that they say we need to expand and improve our transportation options, and for each one please tell me if that statement is very convincing, somewhat convincing, not very convincing, or not at all convincing as a reason to support expanding and improving our transportation options, including public transportation such as trains, rail, ferries and buses, as well as walking and biking options.

19. % Very Convincing % Total Convincing Accountable Government officials must be held accountable for how our transportation tax dollars are spent. We cannot afford to build more roads, while existing roads are in disrepair. 84% 52% Income Expanding and improving our transportation options will help those of poor or modest incomes or those without cars have a way to get to their jobs, training programs or school. 85% 48% Health A better network of roads and trails that are safe for walking and bicycling would help Americans stay active and healthy. Kids could walk or bike to school, families and workers would have better transportation options, and those who choose to walk or bicycle can be healthier. 81% 44% Progress It has been 50 years since government really looked at our transportation needs. We need our leaders to have their eyes on the future and invest in modern transportation options, including public transportation. We cannot rely on yesterday’s transportation options in our 21st century economy. 81% 41% 19

20. Which of the following do you think is the BEST reason to support expanding and improving our transportation options, including public transportation such as trains, rail, ferries and buses, as well as walking and biking options? 22% To reduce our dependence on foreign oil 19% To allow all people to get to jobs, or where they need to go 15% To provide more affordable options 14% To create jobs 11% To reduce traffic congestion 7% To improve public health 4% To enhance safety

21. The messages have some impact on voters’ willingness to fund transportation options in their community. Initial Informed Total Support 52% Total Oppose 46% Total Support 57% Total Oppose 40% 21

22. Thematic Conclusions • The current political climate causes economic considerations -- and distrust of government -- to color all perceptions of public investment in public transportation. • Key themes are choice, economic improvement and help for vulnerable populations. • The idea of choice is a powerful theme.  Voters feel trapped by a need to drive, want more transportation options, and believe the current funding structure focuses too much on roads to the exclusion of other possibilities. • Voters believe increased investment in public transportation will create jobs and power the economy -an argument that is particularly salient among persuadable voters. • There is remarkable sympathy in the current economic climate -- across income groups -- for transportation that helps connect moderate- and low-income workers with jobs.  It also leads to a strong desire to provide for seniors and the disabled. 22

23. Silencing the Naysayers • Transportation finance ballot measures can be successful in the current climate, but they require: • Specific, highly localized project lists • Detailed fiscal accountability provisions • An emphasis on protecting and maintaining – rather than expanding – existing systems • Credible economic/jobs benefits • High turnout election dates • Effective “yes” campaigns • No more than minimal opposition • Many of these are essential criteria even in better economic times, but can be essential now. 23

24. Lori Weigel Public Opinion Strategies phone (303) 433-4424 Email: lori@pos.org David Metz FM3 phone (510) 451-9521 Email: dave@fm3research.com

25. DEALING WITH THE CRITICS Tom Costello

26. PUBLIC RELATIONS “The art or science of establishing and promoting a favorable relationship with the public.” “Public relations helps an organization and its publicsadapt mutually to each other.”

27. THE IMAGE WARS ValuJet vs Southwest

28. Champaign-Urbana Mass Transit District Champaign- Urbana Illinois – Combined population of about 125,000 University of Illinois – 40,000+ Students (students, faculty, and staff pay no fare) Bus Only – About 100 Buses Annual Ridership 10,000,000

29. Setting the Stage…. • The MTD had a thirty-year positive relationship with the community, press, and riders. A series of negative events occurred in the early 2000’s including: • Ill-Fated and Poorly-Received Capital Project (streetcar/tram) • Several Property Annexations after many years with none • Two Fatal Pedestrian Accidents Within 18 months • (first in District’s history)

30. Setting the Stage….

31. Setting the Stage…. 2004 & 2005 Random Community Survey Riders and Non-Riders 50% of Riders Rode Daily 97% Said They Were Satisfied with the Experience 20042005 (% Satisfied or Very Satisfied) Service to the Campus/Community 93% 88% Friendly/Helpful Drivers 89% 81% Driving Habits of Drivers 66% Safety Concerns on the Bus 78% Understanding of Schedules/Routes 82% 68% Average of 13 Attributes 85% 78%

32. How Do We Fix This? CREATE A PLAN BASED ON OUR RESEARCH

33. How Do We Fix This? SAFETY Our #1 Priority Critical to not only be safe but to always be perceived as safe!

34. How Do We Fix This? SAFETY - Internal Consolidation of Bus Stops Installed Audible Turning Signals and Strobe Lights Reduced Turns on Route(s) Voluntarily Reduced Speed to 20 mph on U of I Campus

35. How Do We Fix This? SAFETY - Training Re-Trained Operators and Revised New Operator Training and Integrated Defensive Driving “Smith System” Into Training Be the most courteous and professional driver in the world. Acknowledge and yield to pedestrians. Help motorists drive more safely. Acknowledge any courtesy extended to you by motorists. Anticipate the unexpected. Always drive defensively.

36. How Do We Fix This? SAFETY – External Encouraged Safe Behaviors With ‘Live Up’ Campaign

37. How Do We Fix This? WE LISTENED! We tabled the streetcar/tram idea and instead pursued high-capacity bus service

38. How Do We Fix This? AND WE TALKED! Told our story whenever possible. Took time to explain rationale and thinking.

39. How Do We Fix This? AND TALKED! Advertising Campaign Featuring Community Leaders, MTD Employees, and Passengers Radio, TV, Print, and Outdoor Two Phases to Date 2006-2007 2008-2010

40. How Do We Fix This? AND TALKED! First Phase – 2006-2007

41. How Do We Fix This? AND TALKED! First Phase – 2006-2007 Community Leaders - Television Cody Sokolski Sergio McClain Tracy Parsons

42. How Do We Fix This? AND TALKED! Second Phase – 2008 - 2010 gotta get there 2.0 Tony Leggett gotta get there 2.0 Don & Annette Goodrich MTD Passengers MTD Employees gotta get there 2.0 Justin Meid gotta get there 2.0 Charlie Lutz

43. How Do We Fix This? AND TALKED! Second Phase – 2008 - 2010

44. Where Are We Now? 2009 Random Community Survey – Attitudes and Opinions of the MTD Riders and Non-Riders (% Satisfied or Very Satisfied)20052009 Service to the Campus/Community 88% 94% Friendly/Helpful Drivers 81% 91% Driving Habits of Drivers 66% 87% Safety Concerns on the Bus 78% 91% Understanding of Schedules/Routes 68% 78% Average of 13 Attributes 78% 85%

45. LESSONS LEARNED? • Never Become Complacent • Never Rest on Your Laurels • Expect the Unexpected • Commit to Continuous Improvement

46. MTD CORE VALUES • Commit To “YES” • Provide outstanding customer/public service • Develop long-term positive relationships • Embrace opportunity and innovation • WE CAN….WE WILL

47. MTD CORE VALUES • Commit To “YES” • Provide outstanding customer/public service • Develop long-term positive relationships • Embrace opportunity and innovation • WE CAN….WE WILL

48. MTD CORE VALUES • Commit To “YES” • Provide outstanding customer/public service • Develop long-term positive relationships • Embrace opportunity and innovation • WE CAN….WE WILL

49. Making the Case for Transit Donald J Emerson Principal Consultant PB Strategic Consulting emerson@pbworld.com

50. Silence the Naysayers? • In a democracy, we welcome debate • Call the question… but don’t expect the naysayers to be quiet • Listen to skeptics and critics… they can help us make our plans/projects better • Prepare a strong and credible case CFTE Webinar: Silencing the Naysayers