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

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

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

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)

Levy History YearResult 1990Passed Passed Passed Passed

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

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

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

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

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

TV Examples

TV Examples (Levy)

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