SUMMARY OF FINDINGS FROM A SURVEY OF LIKELY VOTERS IN DENVER What Is the Public Telling Us? Ben Kelly

CFTE CONFERENCE – ATLANTA 2013 What voters are telling us… “We need more options to driving.” “Need specificity in transportation solutions.” “Accountability is key.” “Transit is important, even though I don’t ride it.” “Traffic congestion is getting worse.” “Lack of mobility impacts my quality of life.” “I don’t trust local officials to do the job.”

CFTE CONFERENCE – ATLANTA 2013 Case study: Hillsborough County (Tampa)  Hillsborough County referendum Nov 2010  42% in favor, 58% against  Hillsborough County Metropolitan Planning Organization Public Opinion Research - core questions: 1.What improvements do you want in your transportation system? 2.What are you willing to pay for?  Focus groups  Countywide survey

CFTE CONFERENCE – ATLANTA 2013 What Hillsborough County voters told us… “We need more options to driving.” “Need specificity in transportation solutions.” “Accountability is key.” “Transit is important, even though I don’t ride it.” “Traffic congestion is getting worse.” “Lack of mobility impacts my quality of life.” “I don’t trust local officials to do the job.”

CFTE CONFERENCE – ATLANTA 2013 Credibility gap in local government, or: “Look who got us into this mess.” Lack of planning No foresight Ignore rules & regulations 1970’s1980’s1990’s2000’s 2010’s

CFTE CONFERENCE – ATLANTA 2013 Message receptivity can vary, or: “Traffic’s horrible, but it doesn’t bother me.” “How serious of a problem is traffic congestion in the Tampa Bay area?” “How much does traffic congestion impact your daily life?” 46% 85%

CFTE CONFERENCE – ATLANTA 2013 Prefer a mix of multi-modal solutions, or: “We want all of the above.” [RANDOM ROTATE STATEMENTS] Ranked by highest priority ratings NET HIGH PRIORITY Maintain streets, roads, bridges and highways 96% Add turn lanes and traffic signal improvements 86% Expand local bus service 84% Add new sidewalks, crosswalks and safer pedestrian connections 83% Restore recent cuts to local bus service 78% Run circulator shuttle buses in your area 75% Add more express bus routes 71% Extend the downtown streetcar line 64% Add more bicycle lanes and trails 63% Build a rapid bus system in a special lane on Interstate % Improve railroad crossings and build overpasses 60% Add one demonstration light rail or commuter rail line 59%

CFTE CONFERENCE – ATLANTA 2013 The funding source should be broad-based, or: “Make a lot of people pay a little.” 57% 50% 48% 40% 38% 33% 31% 28% 19%

CFTE CONFERENCE – ATLANTA 2013 Election details dissipate over time, or: “I can’t remember.” “Didn’t we vote against that high speed rail line?” “It was all for a rail line to Orlando.” “I’m not sure.” “It was just for trains, there was nothing else in it for me.” “I’m not sure where the rail lines were going to go in the plan.”

CFTE CONFERENCE – ATLANTA 2013 Using public opinion research for strategy  Test ballot language  Measure (in)effectiveness of messages  Test messages in favor and against  Test messengers  Understand the electorate  Who’s your base  Who’s your stalwart, can’t-be-persuaded “no” voter  Who’s up for grabs The primary focus of strategic research isn’t to tell you if you’re going to win. It’s to tell you how you’re going to win.

SUMMARY OF FINDINGS FROM A SURVEY OF LIKELY VOTERS IN DENVER What Is the Public Telling Us? Ben Kelly