1. The Extension of Transnet A San Diego County Case Study

2. Driving Forces Original Tax Authorization Due to Sunset within Two Election Cycles (2007) Local Transportation Infrastructure Expansion, Maintenance & Management Woefully Behind Increasingly Worse Congestion in More Areas of the County State and Federal Funding No Longer Reliable

3. Coming Together – The Plan Front end extensive project development list developed by SANDAG Broken down on sub-regional basis to GET LOCAL in each community (here’s what you’re getting) Poll driven project list to maximize support Taxpayers “bill of rights” to give oversight and protection

4. Business Community Involvement Transportation Plan and Ordinance Development Developing Coalition to Support Ordinance Adoption Utilizing Coalition to Formalize Campaign Structure Operate Campaign as an Outside Entity – San Diegans for Congestion Relief

5. Support Coalition Partners Business – Regional Economic Development Corporation – Regional Chamber of Commerce – BIOCOM / American Electronics Association Construction – Association of General Contractors – Building Industry Association Automotive – AAA Southern California Environmental – Conservation Resources Network – Endangered Habitats League – The Nature Conservancy Tourism – CONVIS – Hotel – Motel Association – Lodging Industry Association

6. Challenges Lack of Formal Support by San Diego County Board of Supervisors North County Fiscal Conservatives Opposed to Tax “Increase” Some Environmental Opposition Some Early Labor Union Concerns Spreading the peanut butter too thin 2/3rds Vote Requirement Campaign fundraising

7. We Shall Overcome Campaign Motto: “Failure is not an option…” County Supervisors opposition limited & inoculated with strong local cities support No truly funded or organized opposition Other fiscal conservatives elected officials and their proxy groups quietly opposed Business community and broad base of supporters worked tirelessly to raise nearly $3 million

8. Lessons Learned Congestion can be your friend “Run silent, run deep” - Conventional campaign wisdom is not always accurate (direct mail v. TV) Minimizing & marginalizing opposition is key Healthy and vibrant debate and strategic compromise early in the process can bring consensus at the crucial time Outside the box thinking can expand coalition support A well conceived and defensible transportation plan with specific detailed improvements is critical