Millage Education Campaign

From Failure to Success in Two Years

About The Rapid

• • • Regional governmental structure providing transit to six-city service area (Grand Rapids metro area) Service area population area of over 480,000 Fixed-route bus, demand-response, ridesharing coordination

Timeline of Results

• • • • • 2000—first millage—passed 2003—increase for improvements—passed 2007—increase for improvements—passed 2009—increase for BRT only—failed 2011—increase for improvements + BRT— passed

2009 Election

• • • • • • BRT only—increase of 0.18 in property tax rate Educational campaign executed Large endorsement list including many elected officials Active Friends of Transit organization Organized, active opposition Failed 52%-48% (about 1,400 votes)

2011 Election

• • • • • Proposal was for BRT + significant system-wide improvements—0.35 property tax rate increase Educational campaign executed Active Friends of Transit organization Organized, active opposition Passed 50.2% to 49.8% (136 votes)

What Changed?

• Long-range Transit Master Plan in place based on extensive community outreach and input – Educational campaign based on Phase I TMP improvements – All six cities would see service improvements – More direct outreach to neighborhood associations, business groups, etc.

– Utilized direct mail – Strict messaging for Board, staff

What Changed?

• • Media briefings in advance – Background only to establish facts More direct employee engagement – All employee meetings – Fact sheets and talking points – How to deal with opponents

What Changed?

• • • Helped form a TMP advisory group led by a former Congressman and key business interests – Long-term effort (not election-related) New partners, new programs – Local First More aggressive social media outreach as part of the educational campaign