Houstons Transit Referendum Held on November 4, 2003

1
Houstons Transit Referendum Held on November 4,
2003

• Metropolitan Transit Authority of Harris County,
  Texas

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METRO Referendum History

• 1979 -- Voters approved the creation of METRO
• 1983 -- Voters disapproved bonding authority
  for 18 miles of heavy rail
• 1988 Voters approved Mobility Plan, LRT, and
  25 for General Mobility
• 2001 Voters approved continuation of METRORail
  starter line construction and requirement to hold
  a referendum for extensions
• 2003 METRO Solutions Referendum asks voters for
  640 million bonding authority and future
  extensions to the system

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METROs November 4, 2003 asked voters whether to
authorize

• A Transit System Plan that includes 72 additional
  miles of rail and
• expansion of bus services
• Issuance of up to 640 million
• in bonds without raising taxes
• Extension of funding for street improvements
  through 2014

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Common thought is that you have to have these
elements to win a referendum

• A private sector champion
• Little or no opposition
• Rail in operation
• Strong mayor

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Houston METRO did not have any of these elements
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METRO did not have a champion.In fact, most
civic leaders tried to stay away with a ten foot
pole

• It became a partisan issue with almost all
  elected Republicans lining up against METRO

7
METRO had strong opposition

• Great criticism by elected officials (Members of
  Congress)
• Questioned the plan, METROs finances, tried to
  diminish METROs credibility
• Well financed opposition campaign
• Criticism for months on talk radio

8
METRO did not have rail running

• 7.5 mile locally funded starter light rail line
  goes into operation on January 1, 2004.
• Was used as an argument against the bigger plan
  by saying mismanaged, construction mess, does not
  go anywhere

9
Opposition Campaign

• Well Funded
• Strong Political Figures
• Republican Party Support
• Concentrated on running a negative campaign
• TV Radio commercials
• Massive Direct Mail

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Opposition CampaignDirect Mail
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Opposition CampaignDirect Mail
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Opposition Campaign TV Ads
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Opposition Campaign TV Ads
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METRO Educational Campaign

• Public Meetings
• TV Radio Commercials
• Direct mail
• Community Groups

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Message Points METRO Used In All Speeches,
Brochures, TV Radio Ads

• METRO Solutions includes 72 miles of rail and
  extensive expansion of bus services
• Voters will be able to hold METRO accountable
• METRO will extend until 2014 its funding
  assistance to local governments for street
  improvements and related projects
• METRO cannot raise taxes

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METROs Public Education TV Ads
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METROs Public Education TV Ads
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METROs Public Education TV Ads
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Success was due to

• Public involvement campaign by METRO staff
• Negotiated a compromise plan with various
  business community (Greater Houston Partnership)
• People in Houston were aware of the issue because
  of major media coverage and advertisements
• Opinion polls showed traffic congestion was the
  1 issue (Public was ready for a change and felt
  something needed to be done)

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Success was due to (Continued)

• Zeroing in on key message points through an
  extensive TV, radio, and print education
  initiative
• Focused pro-METRO campaign organization that
  complimented the agencys efforts
• Strong voter turnout in the City of Houston due
  to open seat in mayors race
• Neutralization of strong anti-rail figure (former
  mayor)

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The turning point of success was when METRO
(agency campaign) put the opposition on the
defensive

• Anti-campaign claimed to be a non-profit
  education organization and would not reveal
  contributors
• Questioned credibility because of false
  allegations regarding FTA funding

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Things Learned

• In Houston, public opinion on rail in general
  remains significantly higher than election
  results (66), but the opposition
• Successfully cast doubt on METROs credibility
• Opposition successfully cast doubt on the
  proposed plan with their cost too much, does too
  little campaign

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Houstons Transit Referendum Held on November 4,
2003

• Metropolitan Transit Authority of Harris County,
  Texas