2011 might well be considered the year that wasn’t in public revenue measure work. Many school districts, cities and other public agencies sat out the 2011 elections waiting for something better in 2012. In hindsight, those districts that did place measures on the 2011 ballot fared reasonable well – it was not a lost year. Indeed, nearly 75% of all tax measures passed in 2011. Compared to the 16 of 18 parcel taxes that failed in November of 2010 – 2011 was a decent year.
But what does this mean to you? If your district is one that had revenue needs in 2011 but took a pass on the ballot in favor of 2012, the time is now to get serious about preparing and placing a measure on the ballot. So what should you do?
First, don’t panic. 2012, particularly November, will be a crowded ballot, but still a great, high turnout election. You can win a tax measure in November 2012, but preparation will be key.
Second, don’t wait. Even if you are considering November 2012, ten months from now, call an election advisor immediately and start getting to work. The November presidential election will be busy. It is imperative that you begin work to research, vet and prepare for a ballot measure.
Third, do your homework. The complexity of revenue measures has increased in the past few years. Depending on your public agency you may have a number of options to raise revenue, including a general obligation bond, a parcel tax, a sales tax, a proposition 218 election (benefit assessment), a utility user’s tax, a transient occupancy tax and others. Each of these options creates different public communication and political needs.
Fourth, do get help. You are in charge. Put together a good team to assist you with the financial, political, legal and other aspects of this effort. No one company can help you with all of your needs – find specialists, hire them to do a specific job and trust their judgment.
Happy 2012!
