1. Getting the Green Light on Transportation Initiatives Drafting Successful Ballot Measures Center for Transportation Excellence Conference June 12, 2007 Gary Hayes, Executive Director Pima Association of Governments/Regional Transportation Authority Katrina Heineking, General Manager Sun Tran/Van Tran

2. Pima County Profile 1 million population in Pima County 32% Hispanic 52% White/Non-Hispanic 3% African American 13% Other 54% of county residents live in Tucson University of Arizona No cross-town freeway

3. 78% of population located in Pima and Maricopa Counties.

4. 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

5. 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

6. 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

7. 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

8. 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

9. 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

10. 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%

11. Getting the Green Light May 16, 2006 Pima County voters approve county-wide RTA Plan by 3-to-2 margin

12. Transit Element Details 20-year plan divided into 4 periods, with transit improvements beginning in 1 st 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

13. Transit Project Status One year after the vote… Plugs – During rush hours added buses assigned to busiest routes Weeknight service extension on two of three phases

14. Total RTA Plan Project Status One 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

15. www.RTAmobility.com