Prop 3: Rail & RoadsProp 3: Rail & RoadsDrafting SuccessfulDrafting Successful

Ballot MeasuresBallot Measures

Presented by Andrea Packer, Utah Transit AuthorityCFTE Transit Initiatives ConferenceJune 12, 2007 - Austin, TX

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”

History of Proposition 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”

History of Proposition 3: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”

History of Proposition 3: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”

History of Proposition 3: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”

History of Proposition 3: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

History of Proposition 3: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

History of Proposition 3: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

History of Proposition 3: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

History of Proposition 3: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

History of Proposition 3:History of Proposition 3:

6 Weeks: Strengths6 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

6 Weeks: Weaknesses6 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

Ballot LanguageBallot Language• Location, location, location

• Clarity and simplicity

• Consistency between counties

We had none of the above…

Ballot LanguageBallot LanguageSalt Lake CountyProposition #3SALES AND USE TAX FORCORRIDOR PRESERVATION,CONGESTION MITIGATION, AND EXPANSION OF CAPACITY FORREGIONALLY SIGNIFICANTTRANSPORTATION FACILITIES

Shall Salt Lake County, Utah, be authorized to impose a .25% sales anduse tax for corridor preservation,congestion mitigation, or to expandcapacity for regionally significanttransportation facilities?

__ FOR THE PROPOSITION __ AGAINST THE PROPOSITION

Utah CountyOpinion QuestionShould 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…

Ballot LanguageBallot LanguageCommunication 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

Campaign CommunicationCampaign CommunicationKey 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

The Results!The Results!

• Passed in

both counties

at a 2-1 margin

Elements of SuccessElements 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

““Thank You”Thank You”