2. Anchorage Taxi Deregulation Initiative Ray A. Mundy, Ph.D. University of Missouri – St. Louis AGTA Spring Conference Atlanta, Ga. April 7 th, 2008

3. Anchorage Taxi – Ballot Initiative Private ballot initiative College Professor (Econ) & Student Assistance from Adrian Moore of Reason Foundation Current system of 180 taxi medallions Initiative would create “Open Entry” Cost for taxi permit would be no more than a few hundred dollars

4. Initial Public Opinion What a great idea: – More cabs on the streets – Greater competition – Lower fares – Better service Early public opinion polls – Likely voters favored 2 to 1

5. Legal Challenge: Public “Taking” of private property (medallion) – Permits had been transferable – Prior administrations held this view – Current administration was ambivalent – Permitted initiative to be put onto ballot – Eventual value could exceed $20 million – Medallion Holders on Strong Legal Footing Administration had changed taxi permit policy – New permits were not transferable – New permits were auctioned off

6. Medallion Owners Association Response Retained Legal Counsel Retained popular public relations individual Retained International (modest also) taxi expert Developed a media plan – Educate the public about open taxi systems – Utilize a two phased approach Be funny to get their attention Be authoritative to convince the public – Saturation media blitz Radio, TV, print, buses, household mailer

7. Be Funny: The Taxi Ride from Hell!!!

8. The Authoritative Element(s) Educate the public: – Constant TV ads – Taxi equivalent of the “Video Professor” http://www.youtube.com/watch?v=dMY6qWcjvXE

9. More Media Blitz Radio stations were saturated – 28 times daily, 9 stations – Grandfatherly advice:

10. More Media Blitz Buses Newspapers Home Mailers

11. On sixteen Buses Roaming the Streets of Anchorage

12. In newspapers:

13. The Results: Voted on April 1 st Heavy voter turnout Nine initiatives on ballot – Eight of these were bond issues – All eight passed Open Entry Taxicab Initiative Went Down In Flames

14. Vote Count: Two to one against “open entry” taxi deregulation

15. QUESTIONS ???