Getting the Green Light on Transportation Initiatives

Drafting Successful Ballot MeasuresCenter for Transportation Excellence Conference

June 12, 2007

Gary Hayes, Executive DirectorPima Association of Governments/Regional Transportation Authority

Katrina Heineking, General ManagerSun Tran/Van Tran

Pima County Profile

• 1 million population in Pima County32% Hispanic52% White/Non-Hispanic 3% African American13% Other

• 54% of county residents live in Tucson• University of Arizona• No cross-town freeway

78% of population located in Pima and Maricopa Counties.

Pima County Government Profile

• Eight jurisdictions• Cities and town administered by “Strong

City Manager”• Two Tribes governed by councils with a

tendency of rapid turnover

Past Transportation Initiatives

In the last 20 years, four transportation initiatives have failed.

• 1986 County-wide loop freeway FAILED 57-43• 1989 County-wide general road improvement/

transit enhancement plan FAILED 61-39• 2002 City of Tucson initiative with grade-

separations on main arterials FAILED 69-31• 2003 City of Tucson initiative with a light-rail

focus FAILED 63-37

Starting Fresh with a New Plan

• Legislature granted “permission” to develop plan and funding

• RTA serves eight local jurisdictions• RTA Board consists of one elected official

from each jurisdiction and an governor’s appointee

• 20-year regional transportation plan developed with assistance Citizens Advisory Committee and Technical Management Committee

Creating a Successful Strategy

• Overcame lack of trust in government• Engaged the diverse stakeholders• Worked with local media and met

regularly with editorial boards• Gained buy-in not only from all Board

members but all local elected officials• Polled, surveyed and reacted

Creating a Successful Strategy

• Conducted extensive public involvement 27 Open Houses 400 Presentations to civic, neighborhood

groups and other organizations 3 major news conferences Booths at malls, home shows, etc. Three phases of feedback

• Developed and implemented Marketing Plan

Creating a Successful Strategy

• Used simple, consistent messages Tax equal to a mere penny for every $2

spent Everyone contributes Improvements enhance regional mobility Where are we if the plan fails?

• Separated government from the campaign to ensure integrity

• Sought buy-in from business leaders, who in turn raised $1.1 million in support for the campaign

The Ballot Measure

• $2.1 billion, 20-year multi-modal plan• Funded by county-side half-cent sales

tax• Plan elements

– Roadway, 58.5%– Safety, 9.0%– Environmental & Economic Vitality, 5.8%– Transit, 26.7%

Getting the Green Light

May 16, 2006Pima County

voters approvecounty-wideRTA Plan by

3-to-2 margin

Transit Element Details

• 20-year plan divided into 4 periods, with transit improvements beginning in 1st period

• Eight transit projects– Extended weeknight service– Extended weekend hours– Added frequency/area expansion– Special needs/paratransit– Express service enhancements– Modern streetcar– Neighborhood circulators– Park-and-Ride lots

Transit Project StatusOne year after the vote…

• Plugs – During rush hours added buses assigned to busiest routes

• Weeknight service extension on two of three phases

Total RTA Plan Project StatusOne year after the vote…

• $119 million in RTA funding has been committed• 91 projects have been approved for funding• 68 projects in the planning & design phase• 15 projects under construction• 2 transit projects have

been implemented• 6 projects have

been completed

www.RTAmobility.com