silencing the naysayers friday, may 14, 2010. upcoming cfte events this summer! washington transit...

Silencing the Naysayers

Friday, May 14, 2010

Upcoming CFTE EventsThis Summer!Washington Transit Initiative Training Workshop

– Seattle, WA– August 6, 2010, 8:00am – 12:00pm

Next Summer!2011 Transit Initiatives and Communities Conference– St. Louis, MO– June 20 – 22, 2011

Today’s Program• David Goldberg, Communications Director,

Transportation for America, Washington, DC• Dave Metz, Partner, Fairbank, Maslin, Maullin,

Metz & Associates, Oakland, CA • Tom Costello, Assistant Managing Director,

Champaign-Urbana Mass Transit District, Urbana, IL• Donald J. Emerson, Principal Consultant, Parsons

Brinckerhoff, San Francisco, CA

American Voters and

Transportation Funding in 2010

#10131

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• Research shows that the economy and public spending/debt rank among voters’ top concerns.

• Confidence in government is near all-time lows.

• Concern about gas prices and traffic – traditionally drivers of support for transit projects – has dropped in many communities as the economy has declined.

• Concern about competing public priorities – notably education and public safety – is generally higher.

• And yet, 73% of transportation ballot measures were approved in 2009 – better than the recent average.

• Recent national opinion research shows some of the enduring values and priorities that underlie continued voter support for transportation funding.

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On behalf of Smart Growth America and Transportation For America, Public Opinion Strategies and Fairbank, Maslin, Maullin, Metz and Associates conducted a national telephone survey of 800 registered voters, including 700 landline interviews and 100 cell phone interviews.

The survey was conducted February 27-March 2, 2010, and has a margin of error of + 3.46%.

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Future of Transportation National Survey – March 2010

Transportation Statements

There is a strong sense that the nation would benefit from improved public transportation.

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The United States Would Benefit From an Expanded and Improved Public Transportation System, Such as Rail and Buses



Voters also think their community would benefit from improved public transportation.

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My Community Would Benefit From an Expanded and Improved Public Transportation System, Such as Rail and Buses.



Voters overwhelmingly feel they have no choice right now, but a majority would like to spend less

time in a car.

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Strongly Agree56%

Strongly Agree34%

Strongly Disagree

19%Strongly Disagree

10%


Strongly Agree39%

Strongly Agree42%

Strongly Disagre

e23%

Strongly Disagre

e17%


Voters also say they want the choice of transportation options.

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One-in-five voters have used public transportation – either bus, rail, or ferry – in the last month, while

twice as many have walked.

In the past month, have you done any of the following in order to go to work or school, run errands or go shopping?

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For those who have not taken public transportation in the last month, availability is the main barrier to

use.

What is the main reason you have not taken public transportation in the last month?

Not safe to take public transportation 3%

Costs too much 1%

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Trains or light rail systems

Roads

Buses

Bike paths or trails

Sidewalks

57%

45%

34%

22%

23%

Types of Transportation Not Getting Enough Attention

Voters are most likely to perceive rail as being neglected in federal priorities.


Other people say that we need to build more roads and expand existing roads to help reduce traffic congestion.

Some people say that we need to improve public transportation, including trains and buses, and make it easier to walk and bike to help reduce traffic congestion.

Traffic Congestion Statements

While that dynamic has shifted from last year, clear majority support for public transportation

remains.

20102009

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Even in the current economic times, a majority of voters are willing to increase their own taxes in order to expand and improve public transportation in their

community.

In general, would you support or oppose increasing funding to expand and improve public transportation in your community, if it required a small increase in taxes or fees?

Total Support 52%Total Oppose 46%

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In general, would you support or oppose increasing funding to expand and improve public transportation in your community, if it required a small increase in taxes or fees?

Support for Small Tax/Fee for Public Transportation, by Type of Community

Majority support can be found in a wide range of types of communities.

(16%) (35%) (25%) (23%)

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Now, some people say that we need to expand and improve our transportation options, which would include public transportation such as trains, rail, ferries and buses, as well as walking and biking options. I am going to read you a number of reasons that they say we need to expand and improve our transportation options, and for each one please tell me if that statement is very convincing, somewhat convincing, not very convincing, or not at all convincing as a reason to support expanding and improvingour transportation options, including public transportation such as trains, rail, ferries and buses, as well as walking and biking options.

We also tested a number of different rationales in support of expanding and

improving transportation options.

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AccountableGovernment officials must be held accountable for how our transportation tax dollars are spent. We cannot afford to build more roads, while existing roads are in disrepair.IncomeExpanding and improving our transportation options will help those of poor or modest incomes or those without cars have a way to get to their jobs, training programs or school.HealthA better network of roads and trails that are safe for walking and bicycling would help Americans stay active and healthy. Kids could walk or bike to school, families and workers would have better transportation options, and those who choose to walk or bicycle can be healthier.ProgressIt has been 50 years since government really looked at our transportation needs. We need our leaders to have their eyes on the future and invest in modern transportation options, including public transportation. We cannot rely on yesterday’s transportation options in our 21st century economy.

% Very Convincing

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% Total Convincing


Which of the following do you think is the BEST reason to support expanding and improving our transportation

options, including public transportation such as trains, rail, ferries and buses, as well as walking and biking options?

To reduce our dependence on foreign oilTo allow all people to get to jobs, or where they need to go

To provide more affordable options

To create jobs

To reduce traffic congestion

To improve public health

To enhance safety


The messages have some impact on voters’ willingness to fund transportation options in their

community.

Total Support 52%Total Oppose 46%

Total Support 57% Total Oppose 40%

Initial Informed

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• The current political climate causes economic considerations -- and distrust of government -- to color all perceptions of public investment in public transportation.

• Key themes are choice, economic improvement and help for vulnerable populations. The idea of choice is a powerful theme. Voters feel trapped by a

need to drive, want more transportation options, and believe the current funding structure focuses too much on roads to the exclusion of other possibilities.

Voters believe increased investment in public transportation will create jobs and power the economy -an argument that is particularly salient among persuadable voters.

There is remarkable sympathy in the current economic climate -- across income groups -- for transportation that helps connect moderate- and low-income workers with jobs. It also leads to a strong desire to provide for seniors and the disabled.

• Transportation finance ballot measures can be successful in the current climate, but they require:

Specific, highly localized project lists

Detailed fiscal accountability provisions

An emphasis on protecting and maintaining – rather than expanding – existing systems

Credible economic/jobs benefits

High turnout election dates

Effective “yes” campaigns

No more than minimal opposition

• Many of these are essential criteria even in better economic times, but can be essential now. 23

Lori WeigelPublic Opinion Strategies

phone (303) 433-4424Email: [email protected]

David MetzFM3

phone (510) 451-9521 Email: [email protected]

Champaign-Urbana Mass Transit District cumtd.com 217.384.8188

Tom Costello

DEALING WITH THE CRITICS


“Public relations helps an organization and its publicsadapt mutually to each other.”

“The art or science of establishing and promoting

a favorable relationship with the public.”

PUBLIC RELATIONS


THE IMAGE WARS

ValuJet

vs

Southwest


Champaign-UrbanaMass Transit DistrictChampaign- Urbana Illinois – Combined population of

about 125,000

University of Illinois – 40,000+ Students (students, faculty, and staff pay no fare)

Bus Only – About 100 Buses

Annual Ridership 10,000,000


Setting the Stage….The MTD had a thirty-year positive relationship with the community, press, and riders. A series of negative events

occurred in the early 2000’s including:

• Ill-Fated and Poorly-Received Capital Project (streetcar/tram)

• Several Property Annexations after many years with none

• Two Fatal Pedestrian Accidents Within 18 months (first in District’s history)


Setting the Stage….


Setting the Stage….2004 & 2005 Random Community Survey

Riders and Non-Riders

2004 2005(% Satisfied or Very Satisfied)

Service to the Campus/Community 93% 88%

Friendly/Helpful Drivers 89% 81%

Driving Habits of Drivers 66%

Safety Concerns on the Bus 78%

Understanding of Schedules/Routes 82% 68%

Average of 13 Attributes 85% 78%

50% of Riders Rode Daily97% Said They Were Satisfied with the Experience


How Do We Fix This?

CREATE A PLANBASED ON OUR

RESEARCH


SAFETYOur #1 Priority

Critical to not only be safe but to always be perceived as safe!

How Do We Fix This?


SAFETY - InternalConsolidation of Bus Stops

Installed Audible Turning Signals and Strobe Lights

Reduced Turns on Route(s)

Voluntarily Reduced Speed to 20 mph on U of I Campus

How Do We Fix This?


SAFETY - TrainingRe-Trained Operators and Revised New Operator Training and

Integrated Defensive Driving “Smith System” Into Training

Be the most courteous and professional driver in the world.Acknowledge and yield to pedestrians.

Help motorists drive more safely.Acknowledge any courtesy extended to you by motorists.

Anticipate the unexpected.Always drive defensively.

How Do We Fix This?


SAFETY – ExternalEncouraged Safe

BehaviorsWith ‘Live Up’

Campaign

How Do We Fix This?


How Do We Fix This?

WE LISTENED!We tabled the streetcar/tram idea and instead

pursued high-capacity bus service


How Do We Fix This?

AND WE TALKED!Told our story whenever possible.Took time to explain rationale and thinking.


How Do We Fix This?

AND TALKED!Advertising Campaign Featuring

Community Leaders, MTD Employees, and PassengersRadio, TV, Print, and Outdoor

Two Phases to Date2006-20072008-2010


How Do We Fix This?

AND TALKED!First Phase – 2006-2007


How Do We Fix This?

AND TALKED!First Phase – 2006-2007

Community Leaders - Television

Tracy Parsons Cody Sokolski Sergio McClain


How Do We Fix This?

AND TALKED!gotta get there 2.0

Don & Annette Goodrich

gotta get there 2.0 Tony Leggett

gotta get there 2.0 Charlie Lutz

gotta get there 2.0 Justin Meid

MTD Passengers

MTD Employees

Second Phase – 2008 - 2010


How Do We Fix This?

AND TALKED!Second Phase – 2008 - 2010


Where Are We Now?2009 Random Community Survey – Attitudes and Opinions of the MTD

Riders and Non-Riders

(% Satisfied or Very Satisfied) 2005 2009

Service to the Campus/Community 88% 94%

Friendly/Helpful Drivers 81% 91%

Driving Habits of Drivers 66% 87%

Safety Concerns on the Bus 78% 91%

Understanding of Schedules/Routes 68% 78%

Average of 13 Attributes 78% 85%


LESSONS LEARNED?

• Never Become Complacent

• Never Rest on Your Laurels

• Expect the Unexpected

• Commit to Continuous Improvement


MTD CORE VALUES• Commit To “YES”

• Provide outstanding customer/public

service

• Develop long-term positive relationships

• Embrace opportunity and innovation

• WE CAN….WE WILL

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Making the Case for Transit

Donald J EmersonPrincipal Consultant

PB Strategic [email protected]

CFTE Webinar: Silencing the Naysayers50

Silence the Naysayers?

In a democracy, we welcome debate Call the question… but don’t expect the

naysayers to be quiet Listen to skeptics and critics… they can help us

make our plans/projects better Prepare a strong and credible case

Prepare a Strong and Credible Case

Credibility and trust are vital… earn and protect them Past money was well spent, promises were kept,

current services are efficient Process to develop new plan was open, fair, honest



Set goals that transit can achieve Focus on improving transit performance – speed,

reliability, crowding Avoid claiming congestion benefits



Show me the benefits Base plan on solid, local analysis… costs, benefits,

alternatives Consider peer reviews to validate plan and analysis Realize that numbers take on a life of their own Recognize uncertainties – not single point forecasts



Be Prepared Use of CFTE website to identify common critiques Tailor this generic information to your own situation –

local conditions, local analysis


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Be Prepared Use of CFTE website to identify common critiques Tailor this generic information to your own situation –

local conditions, local analysis


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Questions & Discussion

Upcoming CFTE EventsThis Summer!Washington Transit Initiative Training Workshop

– Seattle, WA– August 6, 2010, 8:00am – 12:00pm

Next Summer!2011 Transit Initiatives and Communities Conference– St. Louis, MO– June 20 – 22, 2011

CFTE is on Facebook!

o Search “Center for Transportation Excellence”o “Like” us! o Stay informed of the latest CFTE happenings!o You can also follow our blog, Modal Citizen, at

www.cfte.blogspot.com

http://www.cfte.blogspot.com/

For More Information on CFTE:[email protected]

(202) 234-7562

For More Information on NAPTA:[email protected](202) 496-4807

http://www.cfte.org/

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silencing the naysayers friday, may 14, 2010. upcoming cfte events this summer! washington transit...

Documents

transportation funding

transportation statementsthere

transportation ballot

public priorities

public safety

national telephone survey

public opinion strategies

public spendingdebt