Prop 3: Rail

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

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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

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History of Proposition 3

• 3 years and counting
• Third light rail project opens
  (on time, under budgetsee 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

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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

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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

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History of Proposition 3

• 9 months and counting
• Talk continues, but nothing on ballot
• Concern about property tax, but its 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

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History of Proposition 3

• 6 months and counting
• Talk continues, but nothing on balllotstill
• 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

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History of Proposition 3

• 3 months and counting
• Talk continues, but nothing on balllotstill
• 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

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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

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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 werent 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

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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

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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

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Ballot Language

• Location, location, location
• Clarity and simplicity
• Consistency between counties
• We had none of the above

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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 transpo
rtation facilities? __ FOR THE PROPOSITION
__ AGAINST THE PROPOSITION
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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

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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

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The Results!

• Passed in both counties at a 2-1 margin

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Elements of Success

• Agency reputation is critical referendum on you
• Public support all roads (rails) lead to the
  ballot
• Dont apologize for the PR machine
• Partnerships, partnerships, partnerships
• Its 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 its the trees, NOT the forest

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Thank You