Washington, D.C.
Diana Mendes
Senior Vice President, National Transit/Rail Market Sector Leader
HNTB
In the wake of Election Day 2016, at least one clear winner has emerged: public transportation. There were a historic number of transit-related funding initiatives on ballots across the nation, of which about 70 percent passed. This impressive result means that there will be about $170 billion in new funding for systems that provide Americans with mobility options ranging from commuter and light rail trains to subways, buses and other transit services.
This show of voter support affirms a major shift in how the public views the role and benefits of public transportation. Until fairly recently, transit has been viewed predominantly through the lens of being a public service, operated to serve people who might have no other mobility options. Now, as the ballot successes show, more Americans see public transportation in a broader context: as an investment in economic growth, stronger business and a better quality of life — in addition to fulfilling its traditional role of providing basic mobility.
Why did so many millions of voters coast-to-coast say yes to public transportation? There’s no simple answer, but several lessons learned may be helpful to agencies facing future ballot measures:
- Demonstrate that transit investments deliver strong returns — When communities have backed comprehensive transit options, they’ve gained benefits that go far beyond transportation: Businesses thrive near transit stations, and commercial and residential real estate rises in value. This generates greater economic activity and jobs while increasing the tax base. Point to these successes in your messages and outreach to voters and influencers.
- Position transit for people who simply want more options for how they travel — It’s true that when more people take public transportation, it can reduce single-occupant vehicles on highways. But, the reality is that people really want choice. Position your agency as providing options that people want.
- Highlight rideshare and sharing economy options that create vital links — What stops many commuters from taking advantage of transit options? Getting to and from the station in their cars, with the associated parking hassles. Now, with expanding rideshare services (and emerging ride-hailing and the potential for autonomous vehicle options), more people have a lower-stress, modestly priced way to connect home to station. This truly is a game-changer for public transportation. Add to that community investment in complete streets and improving pedestrian and bicycle access to transit, along with the boosts of the sharing economy through car sharing and bike-sharing, and transit options have never been more accessible. Educate voters on this convenient and economic way to use your transit system.
- Encourage strong advocacy … it makes the difference — Public transportation is enjoying a renaissance due largely to the factors already discussed, but there is one more essential piece: leadership. As with any public investment, transit must vie with other priorities in the eyes of voters and politicians. There is always debate and, sometimes, division. Fortunately, across the country, we have seen very strong leadership among elected officials, transit CEOs, general managers, transit boards and others, which has helped to reframe the public’s understanding of transit’s role as a catalyst for economic vitality and improved quality of life. By voting for massive transit investments, the public is showing its faith that leaders will spend money wisely, operate an effective system, and continue to envision and create ever-more-valuable options.
Ultimately, public transportation is all about choice in how you travel. Yes, it’s about mobility and accessibility, but it’s also about freedom. Across the nation, voters have signaled that they are ready for a new era of broader transit options.
Spokane, Wash.
E. Susan Meyer
CEO
Spokane Transit
Starting this spring, Spokane Transit Authority (STA) will kick off its 10-year plan called STA Moving Forward, to add more and better bus service across the region. Funding will come primarily from the 0.2 percent local sales and use tax rate increase approved by area voters in November 2016, along with periodic fare increases. The election victory was especially significant since voters rejected a similar measure in 2015 by less than 600 votes.
The STA Board, a regional body of nine elected officials (appointed by the seven cities and county in the taxing district) and a non-voting representative of labor, reflected on the narrow defeat. What they did next turned the earlier defeat into a true success story.
They spent over a year walking through financial projections and the sequence of projects. The main concern that arose during the first election was whether STA was asking too much of taxpayers; a 0.3 percent local sales tax rate increase would move the total sales tax from 8.7 percent to 9 percent all at once even though we planned to phase in the new service over 10 years’ time. We also got feedback that some were confused about what was in the plan. In our zeal to be transparent about the 25 individual improvements, project details and schedules were too complicated. Overdosed on information, a perception emerged that some parts of the region were being neglected. Worse, the informal (but vigorous) opposition made much ado of a single new BRT project and successfully persuaded some it was the only project.
After the assessment was complete, the Board re-affirmed the 10-year plan but moved up some of the projects which went a long way in addressing geographic concerns. They made the decision to go back to the ballot with a lower 0.2 percent sales tax rate increase that could be implemented in two increments over three years’ time, saving taxpayers nearly $60 million over the earlier plan. This was made possible by a smaller increase, better than expected sales tax revenue growth and the State covering the local share of capital cost of one of the projects. A 10-year sunset clause was a common element in both ballot measures, not because it was associated with debt, STA doesn’t have any--but because the Board wanted to offer it as a demonstration of the agency’s accountability. Voters will need to reauthorize the sales tax rate increase by 2028.
We launched public education about the ballot measure with a simpler message, but with all the information available on-line. We shifted away from planning details and changed the premise of the conversation. Instead of discussing which projects were in each jurisdiction, we focused on the message that the network improvements were designed to “connect people to services, connect workers to jobs, and to partner in advancing regional economic development.” The conversation shifted away from, “who gets what?” to, “look at all the new places people will be able to go!’”
In the end, while no one likes to lose, the board’s thoughtful approach and lower price tag, clearer public education and a robust independent campaign, contributed to a 55% ‘Yes’ vote. And, unlike the first time, a majority of voters in each of the seven cities and the unincorporated county supported it.
Indianapolis, Ind.
Lauren Day
Marketing and Communications Manager
Indianapolis Public Transportation Corp. (IndyGo)
This past November, 60 percent of Indianapolis voters approved a measure for a 0.25 percent county option income tax dedicated to improving transit service. This is the first-ever dedicated local transit funding in the city, and we learned a lot during the education campaign: primarily the necessity of consistency in message, clarity and trust of partner organizations.
All partners around the table must agree on a clear messaging strategy — what are the talking points, who are the best messengers from the team to individual organizations, stakeholders and elected officials? Our communications strategy was to focus on 1) The value of transit as an integral investment for a vibrant and equitable city and 2) The concise and digestible tenets of specific transit improvements the tax will bring.
Always begin the roll out earlier than you think is necessary and be prepared to put in the hours. With so many hardworking partners, we covered 650 public events in 2016 alone. We were able to deliver a significant media, stakeholder and grassroots education campaign targeted primarily throughout August through November; but more time and organization pre-launch is always a desire. We worked hard and did not say no. We made ourselves available, and if someone had the free hour and we showed up, we showed up to speak, to table, to answer questions, to debate and to represent the Transit Plan.
Be aware of existing community energy and tap in to it to engage the public. For the past few years, Indy has been continually energized by the unified cause to make our city better. For us, it wasn’t about getting people to ride the bus, or even to support the measure because they ride; it was bigger than that. By charging forward with a call to support transit because it will make our community better, non-transit riders and even those who had rarely considered its role within our city became champions of the cause.
As the public consumes information over an extended timeline, it is vital to remain consistent and confident in your message. The value of transit is a positive tone and we targeted this to groups and listeners who were not the traditional or existing transit rider under the slogan “Mass Transit Means …” In parallel, the three tenets of the plan remained the consistent highlights: Shorter waits, longer hours of service and rapid transit lines. You cannot repeat this education message enough and it must be consistent.
Partner organizations and stakeholder groups who want to join the battle cry should tailor the message, as they know their audiences best. But it is essential to train them on the talking points — the numbers, service hour increases, facts about rapid transit, etc. — and also on how to answer questions they don’t know by yielding to agency representatives. It is vital to be transparent. Educating inherently means addressing the downsides to an increased tax and system expansion.
