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

A presentation to 2011 Transit Initiatives and Communities ConferenceJune 21, 2011

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

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

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)

Levy HistoryYear Result1990 Passed 64 - 361997 Passed 66 - 342000 Passed 65 - 352007 Passed 53 - 47

Opposition – Part one Perrysburg Mayor – City

Council Libertarian board member Value of TARTA in suburbs Property tax burden

Opposition – Part two

Township Trustee Affluent suburban area TARTA should be run as

a business Personal grudge against

TARTA

Other Challenges Local Economy Fundraising Sales Tax vs. Property Tax Preliminary polling in 2010

38% for, 34% against, 28% und.

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

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

TV Examples

TV Examples (Levy)

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

2007)