Best Practices: Success at the ballot box means light rail moves ahead in Phoenix

PHOENIX, ARIZ. - Proposition (Prop.) 105, a 2019 ballot initiative in Phoenix, Ariz., that would have stopped light rail in its tracks, went down in flames by a margin of 63 percent to 37 percent. As a result, the planned extension of light rail continues with at least 22 more miles of light rail being added to the existing 28-mile system.  

Even though voters in Phoenix overwhelmingly approved light rail three separate times in 2000, 2004 and 2015, expansion was being targeted by a local anti-light-rail group, as well as outside influences (aka dark money).

In November 2018, an initiative was filed with the city of Phoenix to amend the city charter to terminate light-rail extensions or any other fixed rail line transit system in Phoenix. Ending light-rail expansion would have serious impacts on the regional public transit system that covers 523-square miles in the fastest growing county in the nation. Maricopa County is home to more than four million people and is expected to grow by one million people during the next decade.

The initiative, if passed, would have terminated the construction of all Phoenix light-rail extensions, including work that had already begun on a 5.5-mile line in the city’s most culturally historic area. In the past, South Central Phoenix has felt marginalized, if not ignored, in how the city has developed. Light rail is viewed by some as finally giving this often-neglected community its fair share of investment. Besides providing access to higher education and jobs, light rail brings new infrastructure investment including streets, underground utilities and landscaping.

While the anti-light-rail group realistically feared loss of business during construction, had Prop. 105 passed, the region would have jeopardized billions in federal and regional rail dollars. The anti-light-rail proponents also stated that by approving the initiative, dollars to fund light rail would be transitioned over to repair city streets. However, funds from a 2015 voter-approved transportation initiative in Phoenix were enough to pave streets and expand transit.

Months before the August vote, misinformation about Prop. 105 and light-rail expansion proliferated through media and social platforms. News coverage of the anti-light-rail position gave added exposure and momentum to their message. Adding to the confusion, a “yes” vote meant an end to light-rail expansion while a “no” vote meant light-rail expansion would continue as planned.

To combat the deception, Valley Metro launched a multi-pronged education campaign targeting key demographics. Recapping rail’s 10-year impact to the region, the Quality of Life report (valleymetro.life) was the foundation for developing content to demonstrate the positive impact of the region’s investment. Tactics included a digital media buy with organic video testimonies, a light-rail, corridor-specific workforce development initiative for middle and high school students and high-profile community engagement programs.

After defeating Prop. 105, Phoenix Mayor Kate Gallego summed up her support of public transit and light rail in the nation’s fifth largest city:

We are a global city where students, families, visitors and people of all ages and abilities can have assured access to a multi-modal transportation system that connects every corner of our community. Light rail expansion is not stopping--not today, not tomorrow. This campaign was never about one track of rail. It was about equity for our entire city and voters delivered on that promise.

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Scott Smith is CEO of Valley Metro in Phoenix, Arizona.