Anchorage Taxi Deregulation Initiative

Ray A. Mundy, Ph.D.University of Missouri – St. LouisAGTA Spring ConferenceAtlanta, Ga. April 7th, 2008

Anchorage Taxi – Ballot Initiative

Private ballot initiative College Professor (Econ) & Student Assistance from Adrian Moore of

Reason Foundation Current system of 180 taxi medallions Initiative would create “Open Entry” Cost for taxi permit would be no more

than a few hundred dollars

Initial Public Opinion

What a great idea:– More cabs on the streets– Greater competition– Lower fares– Better service

Early public opinion polls– Likely voters favored 2 to 1

Legal Challenge:

Public “Taking” of private property (medallion)– Permits had been transferable– Prior administrations held this view– Current administration was ambivalent– Permitted initiative to be put onto ballot – Eventual value could exceed $20 million

– Medallion Holders on Strong Legal Footing Administration had changed taxi permit policy

– New permits were not transferable– New permits were auctioned off

Medallion Owners Association Response

Retained Legal Counsel Retained popular public relations individual Retained International (modest also) taxi expert Developed a media plan

– Educate the public about open taxi systems– Utilize a two phased approach

Be funny to get their attention Be authoritative to convince the public

– Saturation media blitz Radio, TV, print, buses, household mailer

Be Funny:

The Taxi Ride from Hell!!!

The Authoritative Element(s)

Educate the public:– Constant TV ads– Taxi equivalent of the “Video Professor”

http://www.youtube.com/watch?v=dMY6qWcjvXE

More Media Blitz

Radio stations were saturated – 28 times daily, 9 stations– Grandfatherly advice:

More Media Blitz

BusesNewspapersHome Mailers

On sixteen Buses Roaming the Streets of Anchorage

In newspapers:

The Results:

Voted on April 1st

Heavy voter turnout Nine initiatives on ballot

– Eight of these were bond issues– All eight passed

Open Entry Taxicab Initiative Went Down In Flames

Vote Count:

Two to one against “open entry” taxi deregulation

QUESTIONS ???QUESTIONS ???