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A presentation to 2011 Transit Initiatives and Communities Conference June 21, 2011

A presentation to 2011 Transit Initiatives and Communities Conference June 21, 2011. T o l e d o A r e a R e g i o n a l T r a n s i t A u t h o r i t y. Introduction. Background info (city, agency, past levies) Opposition Marketing both levy and non-levy Results.

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A presentation to 2011 Transit Initiatives and Communities Conference June 21, 2011

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  1. A presentation to 2011 Transit Initiatives and Communities ConferenceJune 21, 2011 T o l e d o A r e a R e g i o n a l T r a n s i t A u t h o r i t y

  2. Introduction • Background info (city, agency, past levies) • Opposition • Marketing both levy and non-levy • Results

  3. Introduction to Toledo • Western edge of Lake Erie • 300,000 population (450,000 TARTA) • Automotive economy

  4. TARTA by the numbers • 9 member communities • 37 routes; 13 Park and Ride Lots • 3.5 million boardings annually • $30 million operation budget • 325 employees • 154 full-size buses; 72 mini buses • Funded by property tax (only system in Ohio)

  5. Levy History

  6. Opposition – Part one • Perrysburg Mayor – City Council • Libertarian board member • Value of TARTA in suburbs • Property tax burden

  7. Opposition – Part two • Township Trustee • Affluent suburban area • TARTA should be run as a business • Personal grudge against TARTA

  8. Other Challenges • Local Economy • Fundraising • Sales Tax vs. Property Tax • Preliminary polling in 2010 • 38% for, 34% against, 28% und.

  9. Strategy • Know your friends and ask for help – campaign coordinator • Be positive and be everywhere • Have no shame • Endorsements (Unions, Chamber of Commerce, Agencies, IMA, and Newspapers) • Use marketing to replace levy dollars

  10. Empty Seat Campaign • Stress the importance of public transit • Levy campaign without saying levy • Started in Spring, 2010 • Ads, billboards, bus benches, radio, and TV (in levy season only) • Extended through levy season with support from levy materials

  11. TV Examples

  12. TV Examples (Levy)

  13. Results • Won 55%-45% (compared to 52% in 2007) • Won 6 of 9 jurisdictions (compared to 3 of 9 in 2007)

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