Mass_Transit_March_2020 - 38

BEST PRACTICES

Targeted Advocacy

No one can tell the transit industry's story better
than those who work in it everyday.

The importance of the
private sector's role in
transit industry advocacy
and how members
can get involved

By Ray Melleady

Success at the ballot box
means light rail moves
ahead in Phoenix
By Scott Smith
CEO, Valley Metro

PHOENIX, ARIZ. * Proposition (Prop.)

105, a 2019 ballot initiative in Phoenix,
Ariz., that would have stopped light rail
in its tracks, went down in flames by a
margin of 63 percent to 37 percent. As
a result, the planned extension of light
rail continues with at least 22 more miles
of light rail being added to the existing
28-mile system.
Even though voters in Phoenix overwhelmingly approved light rail three
separate times in 2000, 2004 and 2015,
expansion was being targeted by a local
anti-light-rail group, as well as outside
influences (aka dark money).
In November 2018, an initiative was
filed with the city of Phoenix to amend
the city charter to terminate light-rail extensions or any other fixed rail line transit system in Phoenix. Ending light-rail
expansion would have serious impacts
on the regional public transit system.
The initiative, if passed, would have
terminated the construction of all Phoenix light-rail extensions, including work
that had already begun on a 5.5-mile line
in the city's most culturally historic area.
In the past, South Central Phoenix has
felt marginalized, if not ignored, in
how the city has developed. Light rail
is viewed by some as finally giving this
often-neglected community its fair share
of investment. Besides providing access
to higher education and jobs, light rail
brings new infrastructure investments
including streets, underground utilities
and landscaping.
The anti-light-rail proponents also

38 |

stated that by approving the initiative,
dollars to fund light rail would be
transitioned over to repair city streets.
However, funds from a 2015 voter-approved transportation initiative in
Phoenix were enough to pave streets
and expand transit.
Months before the August vote, misinformation about Prop. 105 and lightrail expansion proliferated through
media and social platforms. Adding to
the confusion, a "yes" vote meant an
end to light-rail expansion while a "no"
vote meant light-rail expansion would
continue as planned.
To combat the deception, Valley Metro launched a multi-pronged education
campaign targeting key demographics.
Recapping rail's 10-year impact to the
region, the Quality of Life report (valleymetro.life) was the foundation for
developing content to demonstrate the
positive impact of the region's investment. Tactics included a digital media
buy with organic video testimonies, a
light-rail, corridor-specific workforce
development initiative for middle and
high school students and high-profile
community engagement programs.
After defeating Prop. 105, Phoenix
Mayor Kate Gallego summed up her
support of public transit and light rail
in the nation's fifth largest city:
"We are a global city where students,
families, visitors and people of all ages
and abilities can have assured access to a
multi-modal transportation system that
connects every corner of our community. Light-rail expansion is not stopping-not today, not tomorrow. This campaign
was never about one track of rail. It was
about equity for our entire city and voters delivered on that promise."
Read the complete response at
MassTransitmag.com/21127849

Mass Transit | MassTransitmag.com | MARCH 2020

USSC Executive Vice
President, APTA Executive
Board Member, APTA RCA
Council Chair

EXTON, PA. * Currently in Washing-

ton, D.C., there is growing bipartisan
interest in advancing the surface transportation reauthorization bill that will
fund public transit and highways for the
years to come. Business members play a
vital role in advocacy efforts for public
transportation. The American Public
Transportation Association (APTA)
Business Member Board of Governors
(BMBG) has worked closely with APTA
staff and members on reauthorization
recommendations and through targeted advocacy efforts that are focused on
addressing the shortfall in revenues that
support public transportation.
In 2019, this advocacy effort included focus on U.S. Senators in 10 states.
The basis for selection was senators
with senior committee assignments
who have decision authority over
transit-related legislation. This outreach included 400 business members

Efforts focus on U.S.
Senators in 10 states
and include 400
business members
representing 266
companies.
representing 266 companies with private sector jobs in the targeted states.
Formal letters from these business
members and companies with dozens
of signatures to each respective senator
http://www.MassTransitmag.com/21127849 http://www.MassTransitmag.com
Mass_Transit_March_2020

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