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Getting the Green Light on Transportation Initiatives
Drafting Successful Ballot MeasuresCenter for Transportation Excellence Conference
June 12, 2007
Gary Hayes, Executive DirectorPima Association of Governments/Regional Transportation Authority
Katrina Heineking, General ManagerSun Tran/Van Tran
Pima County Profile
• 1 million population in Pima County32% Hispanic52% White/Non-Hispanic 3% African American13% Other
• 54% of county residents live in Tucson• University of Arizona• No cross-town freeway
Pima County Government Profile
• Eight jurisdictions• Cities and town administered by “Strong
City Manager”• Two Tribes governed by councils with a
tendency of rapid turnover
Past Transportation Initiatives
In the last 20 years, four transportation initiatives have failed.
• 1986 County-wide loop freeway FAILED 57-43• 1989 County-wide general road improvement/
transit enhancement plan FAILED 61-39• 2002 City of Tucson initiative with grade-
separations on main arterials FAILED 69-31• 2003 City of Tucson initiative with a light-rail
focus FAILED 63-37
Starting Fresh with a New Plan
• Legislature granted “permission” to develop plan and funding
• RTA serves eight local jurisdictions• RTA Board consists of one elected official
from each jurisdiction and an governor’s appointee
• 20-year regional transportation plan developed with assistance Citizens Advisory Committee and Technical Management Committee
Creating a Successful Strategy
• Overcame lack of trust in government• Engaged the diverse stakeholders• Worked with local media and met
regularly with editorial boards• Gained buy-in not only from all Board
members but all local elected officials• Polled, surveyed and reacted
Creating a Successful Strategy
• Conducted extensive public involvement 27 Open Houses 400 Presentations to civic, neighborhood
groups and other organizations 3 major news conferences Booths at malls, home shows, etc. Three phases of feedback
• Developed and implemented Marketing Plan
Creating a Successful Strategy
• Used simple, consistent messages Tax equal to a mere penny for every $2
spent Everyone contributes Improvements enhance regional mobility Where are we if the plan fails?
• Separated government from the campaign to ensure integrity
• Sought buy-in from business leaders, who in turn raised $1.1 million in support for the campaign
The Ballot Measure
• $2.1 billion, 20-year multi-modal plan• Funded by county-side half-cent sales
tax• Plan elements
– Roadway, 58.5%– Safety, 9.0%– Environmental & Economic Vitality, 5.8%– Transit, 26.7%
Transit Element Details
• 20-year plan divided into 4 periods, with transit improvements beginning in 1st period
• Eight transit projects– Extended weeknight service– Extended weekend hours– Added frequency/area expansion– Special needs/paratransit– Express service enhancements– Modern streetcar– Neighborhood circulators– Park-and-Ride lots
Transit Project StatusOne year after the vote…
• Plugs – During rush hours added buses assigned to busiest routes
• Weeknight service extension on two of three phases
Total RTA Plan Project StatusOne year after the vote…
• $119 million in RTA funding has been committed• 91 projects have been approved for funding• 68 projects in the planning & design phase• 15 projects under construction• 2 transit projects have
been implemented• 6 projects have
been completed