Learning from Denver’s FasTracks Experience

June 20, 2011

Background

• RTD created by legislature in 1969

• First light rail corridor opened in 1994

• Proposed expansion called “Guide the Ride” failed in 1997 (58% to 42%)

• Three light rail corridors opened – 2000, 2002, and 2006

• RTD began extensive outreach to develop new plan – “FasTracks”

• Needed .4% sales tax increase

FasTracks Plan

• 119 miles of Rail

• 18 miles of Bus Rapid Transit (BRT)

• 31 new park-n-Rides with over 21,000 new parking spaces

• Enhanced bus network and transit hubs

• Development of Denver Union Station

Research, Research, Research

• Start early

• Avoid “talking to ourselves”

• Listen!

To gain knowledge regarding voter sentiment:

• 4 baseline surveys

• 20+ focus groups

• Tracking polls

Some Things We “Expected”

• 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 lifetime”

Key Findings of Research

• Voters wanted something done now to address traffic – 12 years was “too long”

• Highways alone would not solve congestion

• Loved “the trains”

• General awareness of the success of light rail

• Voters did NOT know about the FasTracks Plan – needed major education piece

Key Findings of Research

• Once citizens learned about the Plan, they overwhelmingly supported it

• Perception: good transit equates to more prosperity, higher property values, and a better quality of life

• Transportation choices vs. actual transit use

• Be specific!

Key Campaign Messages

• “The time is now”

• Translate the cost –• 4 pennies on a $10 purchase

• The “Map” was key

• Can’t stop growth – need to plan for it

• FasTracks provides choices– TV visuals – traffic jams– Not ‘just’ commuting

Campaign Plan – 3 Phases

• Phase 1 – Volunteer petition drive

• Phase 2 – Voter education and outreach– Speaking engagements– Coalition building – business, environmental, political,

and neighborhood communities

• Phase 3 – Voter contact and turn out– Target absentee and early voters by county – phone

and mail– Aggressive door to door program– Early media buy – stay on the air throughout

campaign

• Campaign field work– 150 individuals gave over 500 presentations– 5,000 volunteers by end of campaign– 30,000 yard signs– 250,000 phone calls– 800,000 pieces of literature

• 70% of all campaign funds spent on direct voter contact – TV and mail

• $3.6 million – cost of campaign

Tactics

Election Results

YES: 590,673 (57.9 %)

NO: 428,915 (42.8 %)County Yes % No %

Adams 55,588 47.2% 62,093 52.8%

Arapahoe 116,729 56.2% 90,822 43.8%

Boulder 93,247 64.7% 50,950 35.3%

Broomfield 11,816 53.9% 10,112 46.1%

Denver 127,875 65.2% 68,374 34.8%

Douglas 42,530 55.1% 34,598 44.9%

Jefferson 142,888 56.1% 111,966 43.9%

Weld 617 50.2% 612 49.8%

TOTALS 618,168 57.9% 449,142 42.8%

Election Results

• All counties with Republican majorities - voted for FasTracks

• 1 of 3 Democratic majority counties and 2 of the most ethnic Denver City Council districts - voted against

Keys to a Successful Campaign

• Started early

• Hired a professional campaign team

• Thought like a region, acted like a region

• Research driven

• All volunteer petition drive

• Built a very broad-based coalition

• Voter contact and education

• Timely purchase of television ad time

What Happened after 2004?

• “Perfect storm” of the economic downturn and rise in material costs caused budget shortfall

• Currently facing a $2.2 billion shortfall and, if no tax increase is approved, will not be completed until 2042

So, Where Do We Go Now?

• Traffic, transit and transportation have given way to economy and jobs as the most pressing concerns

• Compared to other public services and funding needs, completing FasTracks is not a high-intensity priority at this time

• Financial plan assumes a 2012 sales tax increase of .4 percent to complete FasTracks by 2020

Current Status

4%

13%

83%

0% 100%

Don't Know

Bad Decision

Good Decision

“And regardless of how you voted in that election. . .looking back with the benefit of hindsight. . .do you believe approval of FasTracks was a good decision or a bad decision?”

The good news is in retrospect, voters still believe FasTracks was a good decision.

Map – Then and Now

Under Construction/

Upcoming Construction

Future Construction

Existing Rail

Existing Rail / BRT

Park - n - Ride

What is Different in 2011?

• 48 miles of new rail line currently in construction or under contract to begin construction– West Corridor: 75% complete– Denver Union Station: 30% complete– East Corridor (to DIA): Broke ground in August 2010

• All environmental processes complete

• RTD signed agreements with BNSF and UPRR

• Federal funding has been successful – FFGAs/Grants

Current Activities

• Education mode for agency• 18-month plan

• A study to ascertain positive/negative perceptions of RTD and FasTracks

• Focus Groups – test strategic messaging

• Develop marketing plan based on findings

Strategies Moving Forward

• Public information plan spanning 18 months

• Maximize federal funding opportunities

• Continue working with regional stakeholders and elected officials

• Research, Research, Research

• Start early for any ballot initiative

Conclusions

• Board of Directors will decide in early 2012 whether to pursue ballot initiative– Review research/survey results– Review Annual Program Evaluation

• Funding for campaign must come from community/businesses

• Outside campaign group will be formed

• RTD reverts to “information” providing mode

Denver FasTracks

Questions