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Lessons Learned: Measure A in Marin in November 2012


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Linda Dahl from Marin County Parks presented at the Almost Spring Gathering on March 21, 2013 about lessons learned from Measure A in November 2012.

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Lessons Learned: Measure A in Marin in November 2012

  1. 1. Measure A: Funding Marin’s Legacy of Parks,Open Space and Farmland March 21, 2013
  2. 2. “We are dedicated to educating, inspiring, Click to edit Master text styles and engaging the people of Marin in the shared commitment of preserving, protecting, and enriching the natural beauty of Marin’s parks and open spaces, and providing recreational opportunities for the enjoyment of all generations.”...While cultivating the © PHOTOGRAPHER NAME stewards of tomorrow.
  3. 3. Measure A: The 75 Words • To preserve quality of life and maintain open space, parks, and farmland, with funds that cannot be taken by the State, shall Marin County: • Protect streams, baylands, natural areas, and wildlife habitat;3. • Manage vegetation to preserve biodiversity and reduce wildfire risk; • Repair and replace deteriorating park facilities; and • Maintain and enhance walking, hiking, biking, and equestrian trails; • by enacting a one-quarter cent sales tax, with a citizens oversight committee, annual audits, with all funds spent only in Marin County.
  4. 4. DETAILED EXPENDITURE PLAN • Measure A will generate $10 million annually for nine years. • Public Process: Parks convened a series of public meetings to establish how these4. funds would be allocated
  5. 5. Detailed expenditure plan • 65%- restore natural resources, maintain county parks and open space preserves, restore and improve public access, and protect natural lands5. • 20% - save family farms and ranches through the purchase of agricultural conservation easements in voluntary transactions with landowners • 15% - cities, towns and special districts in Marin to manage their parks, nature preserves, recreation programs, and vegetation to reduce wildfire risk.
  6. 6. Measure A • On August 7, 2012, the Marin County Board of Supervisors unanimously placed Measure A on the November ballot.6. • On November 6, 2012, Measure A Passed with 74.4% of the vote!!!
  7. 7. Measure ALessons Learned
  8. 8. Measure A: Lessons Learned • Be Ready • Poll it! • Get out the message • Clearly define roles8. • Remember the ground game
  9. 9. BE READY • Clarify your identity. • Identify everyone/organization who will care about it.9. • Engage potential detractors first & LISTEN to them- adjust as necessary. • Engage all “friends”. • Resolve conflicts before you move forward.
  10. 10. POLL IT! • Hire a reliable consultant. • Be as scientific & as large as possible.10. • Use results to guide decisions and messages.
  11. 11. Get out the message • Be receivers, not just transmitters. • Create concise poll-informed message11. • Create a communications plan- don’t forget the online outlets. • Produce compelling materials. • Use social media. • Encourage organizations and elected officials to communicate through their channels.
  12. 12. Get out the message12.
  13. 13. Clearly Define roles • Separate the campaign and the public information effort. • Set the Campaign/Executive/Fundraising committee and roles early.13.
  14. 14. Remember the ground game • Speak to groups of “opinion leaders”. • Create and train ambassadors.14. • Have an excellent (public relations) summer. • “Table” at grocery stores, events, anywhere the public gathers. • Phone bank. • Use yard signs.
  15. 15. CONTACT ME FOR MORE… • Linda Dahl, Director and General Manager, Marin County Parks • Email: