The Mayor’s proposed budget was released April 14, 2014. In this powerpoint, Dr Greene analyzes the Mayor’s 2015 budget. Afterwards, residents learned how to most effectively speak about the need for good city services and improvements in your neighborhood. This document was produced by the Community Budget Alliance (CBA). The CBA advocates for a values-based budget, especially: Equity, Increased community input, Transparency Accountability and Functionality. For more information please visit: http://onlinecpi.org/campaigns/community-budget-alliance/

1. FY 2015
PROPOSED
BUDGET
HIGHLIGHTS
KYRA R. GREENE, PHD
CENTER ON POLICY INITIATIVES
COMMUNITY BUDGET ALLIANCE
MAY 3, 2014

2. BUDGET BASICS
Total Budget of $2.97 Billion Includes:
• General Fund Revenues & Expenditure: $1.18B
• Enterprise & Other Funds: $1.49B
• CIP Expenditures: $298 M
2

3. FY 14 YEAR-END
PROJECTED GENERAL
FUND RESERVES
Amount Percent of
General Fund
Revenue
(3 Year Average)
FY 2014 Year-End Unrestricted
Balance
$164M 15.3%
Emergency Reserve $86M 8.0%
Stability Reserve $64M 6.0%
FY 2015 Reserve Requirement $150M 14.0%
Projected Excess Equity $14M 1.3%
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4. WHERE DID WE FIND MONEY IN THE
PAST?
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Harmful
Cuts!
Harmful
Cuts!

5. WHAT’S THE IMPACT IN
THIS COMING YEAR?
• Service levels are improving but still lower overall than
before the recession.
• The service level reductions have a disproportionate
impact on low/moderate income families and historically
neglected neighborhoods.
• An infrastructure that is in disrepair due to deferred
maintenance and repair (M&R)
• A backlog of new infrastructure needs including thing like
fire stations
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6. PROGRAMS AND SERVICES:
HIGHLIGHTS
8

7. PUBLIC SAFETY
DEPARTMENTS
Increasing Size of Police Academies ($4.0M)
• 9 additional positions per academy
Police Officer Retention ($3.2M)
• Uniforms and recruitment activities
Additional Fire Academies ($1.1M)
• Total of 3 per year
Skyline Temporary Fire Station ($1.0M)
• 6 months of staffing
• Facility paid for with FY14 surplus
Fire Fast Response Pilot ($600,000)
• 2 Person teams mostly to respond to medical calls
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8. LIBRARY
• Adding Hours ($1.5M)
• Branch libraries 4 additional hours per week
• Central Library 5 additional hours per week
• 12 Branches (those already open on weekends)
getting expanded Saturday & Sunday hours
• Library After School Program ($0.5M)
• “Do Your Homework @ the Library”
• Funds transferred from the budget for buying
books and other material.
10

9. NEIGHBORHOOD
FACILITIES
Park Assessment Expansion ($0.4M)
• FY 14—playgrounds and parking lots
• FY 15—30 community parks
New Park Facilities ($0.8M)
• Ed Cramer Park
• Central Avenue Mini-Park
• Cabrillo Heights Neighborhood Park
• Solana Ranch Neighborhood Park
• San Ysidro Neighborhood Park (Former Fire Station Site)
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10. NEIGHBORHOOD
SERVICES
Community Plan Updates ($0.9M)
Sidewalks & Street Lights Improvements ($1.4M)
• This represents new money (1 time) money in Mayor’s
Budget
Streets & Sidewalk Assessments ($0.7M)
• Streets Condition Assessment ($560,000)
• Sidewalk Condition/Needs Assessment ($100,000)
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11. YOUTH PROGRAMS
FUNDED
• CONNECT2Careers ($0.2M)
UNFUNDED CBA REQUEST
• Youth Development Office/Youth Advisor ($175,000)
• Youth Opportunity Pass Program ($200,000)
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12. ACCOUNTABILITY
ENFORCEMENT
FUNDED
• Property Value Protection Ordinance ($0.1M)
• Offset by $93,260 revenue
UNFUNDED CBA REQUEST
• Increased Enforcement of the Living Wage
Ordinance ($0.2M)
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13. CAPITAL IMPROVEMENT
PROGRAM
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14. FY 2015 CIP BUDGET
BY ASSET TYPE
Waste Water
29%
Water
Distribution &
Reclamation
24%
Transportation
14%
Parks 7%
Buildings 22%
Landfill 2% Other 2%
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15. 3RD DEFERRED CAPITAL BOND
$120,000,000
What’s It Being Spent On?
Facilities $48.6M
Streets $44.1M
Sidewalks $ 1.0M
ADA Improvements $ 4.3M
Storm Drains $22.0M
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16. REORGANIZATION OF
ENGINEERING &
CAPITAL PROJECTS
PUBLIC WORKS—ENGINEERING & CAPITAL
PROJECTS
INCREASED TRANSPARENCY
• Moved from general fund to an internal service fund so City can
better track funding of projects.
INCREASED STAFFING
• 35.85 additional staff to support current and expected expansion of
the capital improvement program
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17. ASSESSMENTS IN FY15
• General fund facilities/buildings ($1.2M)
• Parks ($0.4M)
• Water & wastewater ($9.1M)
• Sidewalks ($0.1M)
• Streets ($0.6M)
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18. SIDEWALKS & STREETS
CIP FUNDS
SIDEWALK REPAIR/RECONSTRUCTION
• Deferred Capital Bond 3: $ 1.0M
• City CDBG CIP: $ 3.5M
STREETS REPAIR/CONSTRUCTION
• Deferred Capital Bond 3: $44.1M
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19. CONCERNS & DISCUSSIONS
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20. WHAT SHOULD YOU ASK?
Testing for Fairness & Equity
• Where are needs greatest?
• Who pays?
• Who benefits?
• Who decides?
• Who is left out?
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21. BIG DISCUSSIONS
• Insuring Government Transparency
• Not Maximizing Public Investment
• Failure of Managed Competition
• Costly Underfunding of Facilities’
Maintenance & Repair
• Revenue Challenges
26

22. TRANSPARENCY/OPEN
GOVERNMENT
5-Year CIP & CIP Service Levels
• “As was outlined in Council Policy 000-32, future public input
will be provided for the Multi-Year Capital Plan rather than the
annual budget process.” (IBA, p.69)
Open Government Commitments
• Funding 1.0 FTE for an Open Data Officer in FY15 .
• Spending $500,000 for retention of City email.
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23. NOT MAXIMIZING PUBLIC
INVESTMENTS
Analytics & Performance Management
Department
• Described as having wide range of functions, but it’s not clear
how it will accomplish those.
• No funding for departmental director or open data public portal.
• Only performance measures—cost savings from Managed
Competition
Managed Competition
• Locks in low service levels as goals
• Realized savings ignore process costs
• Expected savings far exceed what has been realized
• Huron report on Fleet Services indicates serious public safety
concerns
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24. UNDERFUNDING OF FACILITIES’
MAINTENANCE & REPAIR (M&R)
Public Works—General Services—Facilities
Division
• Provides maintenance, custodial services and emergency
repairs for city owned buildings/facilities.
• Experienced a 23.2% reduction in staff between FY 2004 and
FY 2013
• FY 2014 added 9.00 positions led to reduced backlog and
greater focus on preventative maintenance.
• Asked for 52.00 positions in FY 2015 got 7.00.
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25. REVENUE
CHALLENGES
Delays In Deferred Capital Bond Series
• $85M behind from FY 2013 and FY 2014
• Deferred Capital Bond 3 facing legal challenge
Need for a General Obligation “GO” Bond for
Infrastructure
• Estimates of need are around $2B for a “Megabond”
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26. LEARN MORE
Read the Fiscal Year 2015 Proposed Budget on the City’s website.
• http://www.sandiego.gov/fm/proposed/
Read the Independent Budget Analyst’s report on the Proposed
Budget.
• http://www.sandiego.gov/iba/pdf/reports/2014/14_15_140428.pdf
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27. ADVOCATE!
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28. PUBLIC BUDGET
ADVOCACY
OPPORTUNITIES
May 5th-May 9th –Budget Review Committee Hearings
• 9:00am-12:00pm & 2:00pm-5:00pm
• Schedule of departments/topics can be found at:
http://www.sandiego.gov/park-and-
recreation/pdf/fy15proposedbudgetcitycouncilhearingschedule.pdf
May 19th—Public Hearing on Mayor’s Proposed FY15
Budget
• 6:00pm
May 21st — Review of FY15 May Revise & FY14 Year-
End Budget Monitoring Report
• 9:00am-12:00pm
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29. CONTACT
Facebook.com/CommunityBudgetAlliance
@onlinecpi.org
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30. Speak Up:
Your neighborhood is counting on you!
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Crystal Page | Community Budget Alliance | May 2, 2014

31. AGENDA
1. What to say: Tested messages in San
Diego on public spending and city
infrastructure
2. How to say it: Crafting strong
messages
3. How to wow them: Public speaking
mastery
4. Practice!
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32. FAIR PUBLIC
INVESTMENT
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33. BUDGET MESSAGE
THEMES
1. The value of City services and
infrastructure
 Prevailing attitude: “Trash collection, which sucks
$millions from the city budget...” -UT news story in March
2. Equity in spending for all
neighborhoods
 Some neighborhoods have been historically neglected.
 Aversion to any new spending.
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34. THE POWER OF YOUR
VOICE
YOU are the expert on your
neighborhood.
The City budget is for you.
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35. EFFECTIVE MESSAGES ON
INFRASTRUCTURE AND
SERVICES
Sources:
Two polls of San Diego County registered voters commissioned by CPI, in April 2012 and August 2012.
Americans for Tax Fairness national poll, June 2012
California Labor Federation statewide online survey, Dec. 2011.
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Most voters approve of infrastructure spending that:
 Provides fairness for neglected neighborhoods
 Repairs roads, sidewalks and public facilities that
are in bad shape.
 Is an investment in our future economy.

36. KEY POINTS ON THE VALUE OF
CITY SERVICES AND FACILITIES
City services and facilities are essential to
residents and businesses.
Be specific: Schools, roads, water lines,
libraries, parks, police and fire stations.
Our safety and quality of life depend on
quality public services.
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37. TESTED MESSAGES
1. Justice for neighborhoods that have
been neglected:
“We must ensure every neighborhood in San
Diego gets a fair shake.”
“It’s a sound investment in the future of our
city to repair the roads, sidewalks and facilities
like libraries and fire stations that are in the
worst shape.”
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38. TESTED MESSAGES, CONT.
2. Fairness and opportunity:
“San Diego’s quality of life needs to improve
for everyone, not just the people in wealthy
neighborhoods.”
“Residents of some neighborhoods have
access to far better roads, parks and police
services than in other neighborhoods. If we
want all San Diegans to have an equal
opportunity at success, we need to make fair
investments in our city’s infrastructure.”
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39. TESTED MESSAGES, CONT.
3. Smart investment for taxpayers:
“Badly needed investments in our city will
provide a strong foundation for our local
economy.”
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• “The longer we wait to
invest in needed city
repairs and
improvements, the more
it will cost all of us in the
future.”

40. WORDS AND PHRASES THAT WORK:
INFRASTRUCTURE SPENDING
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41. MESSAGE
STRUCTURE
WHAT WORKS TO REACH PEOPLE AND
PERSUADE THEM
46

42. MESSAGE STRUCTURE 1:
VALUES, PROBLEM,
SOLUTION
1. First, connect with audience
values/emotions.
2. State your concerns (the problem).
3. Describe the solution with hope and
aspiration.
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43. EXAMPLE:
CONNECT/CONCERN/HOPE
CONNECT: When I walk my dog Lulu around the neighborhood, I
love to see the kids playing in the park and riding their bikes. I’ve
watched many of them grow up since they were babies.
CONCERN: But I cringe every time I see the places where the
sidewalk stops or it’s so rutted that they swerve their bikes out
into the streets. And in the evening I worry about their safety in
the park because there aren’t enough lights.
HOPE: That’s why I’m here today to ask you to make sure the
sidewalks and the park are safe for those children, so I can
continue to watch them growing and thriving. They are our future.
48

44. MESSAGE STRUCTURE 2:
MESSAGE TRIANGLE
49
Main
take-home
message
Evidence or
supporting
point
Evidence or
supporting point
Evidence or
supporting
point

45. EXAMPLE:
MESSAGE TRIANGLE
50
We need fair
investment in
neglected
public
infrastructure.
Ensures that
every
neighborhood
gets a fair
shake
Provides a strong
foundation for
our local
economy.
Improves our
quality of life

46. PREPARING YOUR
MESSAGE
Think:
What do you want people to remember?
Why does it matter?
Write:
Keep it simple, honest and clear.
Add personal experience.
Use specifics – but be brief.
Avoid jargon. Use “kitchen table” language.
51

47. PUBLIC SPEAKING
MASTERY
HOW TO GET YOUR POINT ACROSS
CLEARLY
52

48. PREPARE AND PRACTICE!
Write your message.
Tell your story, keeping it short and focused.
Practice . Practice again.
Time yourself.
Prepare 1-minute and 2-minute versions.
Practice a strong concluding sentence.
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49. SPEAK EFFECTIVELY
Be passionate!
 But reasonable and rational.
 Avoid sarcasm, rage, cursing.
Get to the point.
 But don’t rush. Speak clearly.
Stay focused. Use short sentences.
Pause. Breathe. Don’t “Ummm…”
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50. ATTITUDE AND
STYLE MATTER.
Smile.
Breathe. Slow down.
Appear calm and confident.
Don’t fidget or wave your arms.
Look up. Make eye contact.
Use a relaxed and friendly tone.
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51. CITY COUNCIL PROCESS
What to expect when your item comes up:
1. City staff presentation
2. Public testimony – organized presentations
3. Public testimony – individuals called by name
4. Councilmembers speak
5. Councilmembers vote
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52. GET READY TO TESTIFY
Bring brief notes on your main points.
Dress however you feel confident.
Arrive on time.
Fill out a speaker slip.
Sit near the front so you can easily get
to the podium.
Listen respectfully. They can see you.
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53. YOU’RE UP!
Start with your name and neighborhood.
Try to talk from the heart, rather than reading.
Look up at friendly councilmembers.
Speak up, but don’t yell.
Don’t be flustered when time is up. Have your
wrap-up statement ready.
If questioned, it’s fine to say “I don’t know.”
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54. PRACTICE IN SMALL
GROUPS
1. Take a few minutes to review and practice
your message. Cut it to 1 minute.
2. Deliver it to the City Council (played by
others in your practice group).
3. Receive honest, constructive feedback.
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Thank you!

55. PUBLIC BUDGET ADVOCACY
OPPORTUNITIES
May 5th-May 9th –Budget Review Committee Hearings
• 9:00am-12:00pm & 2:00pm-5:00pm
• Schedule of departments/topics can be found at:
http://www.sandiego.gov/park-and-
recreation/pdf/fy15proposedbudgetcitycouncilhearingschedule.pdf
May 19th—Public Hearing on Mayor’s Proposed FY15
Budget
• 6:00pm
May 21st — Review of FY15 May Revise & FY14 Year-
End Budget Monitoring Report
• 9:00am-12:00pm
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56. 61
FOR MORE
INFORMATION:
Contact Info:
Samer Naji
Snaji@onlineCPI.org
(619) 584-5744 x60
Find us online at:
OnlineCPI.org
Facebook.com/CommunityBudgetAlliance