Denver’s FasTracks Yes Campaign: Case Study for Developing a Winning Message and Campaign
Maria Garcia Berry September 17, 2015 Laying the Groundwork • Proposed “Guide the Ride” expansion failed in 1997 (57% to 43%) – Dysfunc onal board – Conceptual Plan – “trust us with your money” – The “yes” campaign spent $650,000 – The “no” effort only spent $50,000
2 Laying the Groundwork • In 1999, CDOT and RTD collaborated on two ballot measures approved by the voters – Granted CDOT authority to pledge federal revenues to re re debt – Allowed RTD to seek addi onal bonding authority for rail construc on – TREX expanded I-25 and built 19 mile Southeast Corridor
3 Laying the Groundwork
• By 2001, RTD Board and local communi es began collabora ng on a comprehensive, region-wide transit plan called FasTracks • Legislature granted RTD authority to go to ballot, by pe on, in May 2002 • Formal review and unanimous approval of plan by DRCOG (Regional MPO) • Two light rail corridors opened in 2000 and 2002 • Southeast Line under construc on
4 FasTracks Plan
• 122 miles of new light rail and commuter rail • 18 miles of bus rapid transit (BRT) • 57 new transit sta ons • 31 new Park-n-Rides with over 21,000 new spaces • Enhanced suburb-to- suburb bus service • Development of Denver Union Sta on
5 Keys to an Effec ve Campaign
• Research, Research, Research! – Between June 2002 and March 2004, privately funded en es conducted 3 baseline polls and 24 focus groups • Throw out all preconceived no ons and myths as to who supports transit and who doesn’t • Start Early – Research started shortly a er legislature granted RTD the authority to go to an elec on • U lize data gathered to assist public policy makers • Be Inclusive – Use the issue to bring divergent views but common interests together • Be Proac ve 6 Things We “Expected” to Learn
• Transit riders most likely to support • Higher income households less likely to support • Republicans will never vote to increase taxes for transit • It won’t make a difference in “my life me”
7 Key Findings of Research
• Voters wanted something done now to address traffic – 12 years was too long • Usage does not equal support • Highways alone would not solve conges on • General awareness of the success of light rail • Voters did NOT know about the FasTracks Plan – needed major educa on
8 Understanding the Voters
• Understand your vo ng “world” – Develop a “vo ng model” on how to win in each county – Not all coun es are equal – each have different popula ons and vo ng pa erns • In Denver metro area: – Voters wanted a specific plan/map – Voters wanted choices and op ons in transporta on – Roads alone were not the answer; but roads weren’t the enemy either – one size doesn’t fit all – Voters wanted something done NOW!
9 Challenges Faced by the Campaign
• Very compe ve elec on year – Open Senate seat – Presiden al elec on – Campaign budget increased by 15 – 20% – Ballot clu er – Colorado has a very long ballot
• Governor and Execu ve Director of CDOT opposed the campaign
• Rocky Mountain News editorialized against the campaign 13 mes
10 Key Messages
• The Map was key
• Translated the cost - 4 pennies on a $10 purchase
• The me is now (“Popula on Explosion”)
• Can’t stop growth - need to plan for it (“Highways Not the Answer”)
• FasTracks provides choices (“New Door to the City”)
• Unanimous support of all 32 Mayors in the region
11 Elec on Results
• Final results: YES – 57% NO – 43%
• All Republican majority coun es voted for FasTracks
• One out of three Democra c coun es voted against FasTracks
12 The Elements of Success • Created a disciplined, focused, flexible campaign plan – An cipate changing world of electoral poli cs – Plan for surprise events • On- me/On-budget delivery – RTD and the region had undertaken large infrastructure projects and delivered them on me and on budget • What it takes – Strength, passion, commitment, courage and unbridled determina on to deliver • Great city and region – Need desire and poli cal will to be a great city and region • Vision – Should be lo y, but a ainable – Should capture the region’s imagina on • A plan 13 – Must have a specific plan What it Takes to Win • Start early • Poli cal will • Business/community/environmental support • Public buy in – research is key • Plan for implemen ng • Strong public educa on campaign • Gauge the economy and the impact it has on the voter – ming 14
FasTracks Today 2013: • West Rail (W) Line opened 2014: • Denver Union Sta on Bus Concourse opened • Free MetroRide opened 2016: • East Rail (A) Line to Denver Interna onal Airport opens • Gold (G) Line to Arvada and Wheat Ridge opens • I-225 Rail (R) Line through Aurora opens • Northwest Rail (B) Line segment one to south Westminster opens • U.S. 36 Bus Rapid Transit (Fla ron Flyer) service opens 2018: • North Metro (N) Line to Thornton opens 15 Ques ons?
Maria Garcia Berry Chief Execu ve Officer CRL Associates, Inc. 1660 Lincoln Street, Suite 1800 Denver, CO 80264 303-592-5466 [email protected]
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