1. T o l e d o A r e a R e g i o n a l T r a n s i t A u t h o r i t y A presentation to 2011 Transit Initiatives and Communities Conference June 21, 2011

2. Introduction Background info (city, agency, past levies) Opposition Marketing both levy and non-levy Results

3. Introduction to Toledo Western edge of Lake Erie 300,000 population (450,000 TARTA) Automotive economy

4. TARTA by the numbers 9 member communities 37 routes; 13 Park and Ride Lots 3.5 million boardings annually $30 million operation budget 325 employees 154 full-size buses; 72 mini buses Funded by property tax (only system in Ohio)

5. Levy History YearResult 1990Passed 64 - 36 1997Passed 66 - 34 2000Passed 65 - 35 2007Passed 53 - 47

6. Opposition – Part one Perrysburg Mayor – City Council Libertarian board member Value of TARTA in suburbs Property tax burden

7. Opposition – Part two Township Trustee Affluent suburban area TARTA should be run as a business Personal grudge against TARTA

9. Other Challenges Local Economy Fundraising Sales Tax vs. Property Tax Preliminary polling in 2010 38% for, 34% against, 28% und.

10. Strategy Know your friends and ask for help – campaign coordinator Be positive and be everywhere Have no shame Endorsements (Unions, Chamber of Commerce, Agencies, IMA, and Newspapers) Use marketing to replace levy dollars

11. Empty Seat Campaign Stress the importance of public transit Levy campaign without saying levy Started in Spring, 2010 Ads, billboards, bus benches, radio, and TV (in levy season only) Extended through levy season with support from levy materials

16. TV Examples

17. TV Examples (Levy)

18. Results Won 55%-45% (compared to 52% in 2007) Won 6 of 9 jurisdictions (compared to 3 of 9 in 2007)