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%) – DysfuncSonal 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 reSre debt – Allowed RTD to seek addiSonal bonding authority for rail construcSon – TREX expanded I-25 and built 19 mile Southeast Corridor 3 Laying the Groundwork • By 2001, RTD Board and local communiSes began collaborang on a comprehensive, region-wide transit plan called FasTracks • Legislature granted RTD authority to go to ballot, by peSSon, 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 construcSon 4 FasTracks Plan • 122 miles of new light rail and commuter rail • 18 miles of bus rapid transit (BRT) • 57 new transit staons • 31 new Park-n-Rides with over 21,000 new spaces • Enhanced suburb-to- suburb bus service • Development of Denver Union Staon 5 Keys to an Effec;ve Campaign • Research, Research, Research! – Between June 2002 and March 2004, privately funded enSSes conducted 3 baseline polls and 24 focus groups • Throw out all preconceived noSons and myths as to who supports transit and who doesn’t • Start Early – Research started shortly aer legislature granted RTD the authority to go to an elecSon • USlize data gathered to assist public policy makers • Be Inclusive – Use the issue to bring divergent views but common interests together • Be ProacSve 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 lifeSme” 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 congesSon • General awareness of the success of light rail • Voters did NOT know about the FasTracks Plan – needed major educaon 8 Understanding the Voters • Understand your voSng “world” – Develop a “voSng model” on how to win in each county – Not all counSes are equal – each have different populaons and voSng paerns • In Denver metro area: – Voters wanted a specific plan/map – Voters wanted choices and opSons in transportaon – 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 compeSSve elecSon year – Open Senate seat – PresidenSal elecSon – Campaign budget increased by 15 – 20% – Ballot cluner – Colorado has a very long ballot • Governor and ExecuSve Director of CDOT opposed the campaign • Rocky Mountain News editorialized against the campaign 13 Smes 10 Key Messages • The Map was key • Translated the cost - 4 pennies on a $10 purchase • The me is now (“Populaon 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 counSes voted for FasTracks • One out of three Democrac counSes voted against FasTracks 12 The Elements of Success • Created a disciplined, focused, flexible campaign plan – AnScipate changing world of electoral poliScs – Plan for surprise events • On-Sme/On-budget delivery – RTD and the region had undertaken large infrastructure projects and delivered them on Sme and on budget • What it takes – Strength, passion, commitment, courage and unbridled determinaon to deliver • Great city and region – Need desire and poliScal will to be a great city and region • Vision – Should be lody, but aainable – Should capture the region’s imaginaon • A plan 13 – Must have a specific plan What it Takes to Win • Start early • PoliScal will • Business/community/environmental support • Public buy in – research is key • Plan for implemenSng • Strong public educaon campaign • Gauge the economy and the impact it has on the voter – Sming 14 FasTracks Today 2013: • West Rail (W) Line opened 2014: • Denver Union Staon Bus Concourse opened • Free MetroRide opened 2016: • East Rail (A) Line to Denver Internaonal 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 (Flaron Flyer) service opens 2018: • North Metro (N) Line to Thornton opens 15 Ques;ons? Maria Garcia Berry Chief Execuve Officer CRL Associates, Inc. 1660 Lincoln Street, Suite 1800 Denver, CO 80264 303-592-5466 [email protected] 16 .