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.

1. Measure A:
Funding Marin’s
Legacy of Parks,
Open Space and
Farmland
March 21, 2013

2. “We are dedicated to educating, inspiring,
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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. 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. 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 these
4. funds would be allocated

5. Detailed expenditure plan
• 65%- restore natural resources, maintain
county parks and open space preserves,
restore and improve public access, and
protect natural lands
5. • 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. 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. Measure A
Lessons Learned

8. Measure A: Lessons Learned
• Be Ready
• Poll it!
• Get out the message
• Clearly define roles
8.
• Remember the ground game

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. POLL IT!
• Hire a reliable
consultant.
• Be as scientific & as
large as possible.
10. • Use results to guide
decisions and
messages.

11. Get out the message
• Be receivers, not just transmitters.
• Create concise poll-informed
message
11. • 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. Get out the message
12.

13. Clearly Define roles
• Separate the campaign and the public information
effort.
• Set the Campaign/Executive/Fundraising
committee and roles early.
13.

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. CONTACT ME FOR MORE…
• Linda Dahl, Director and General Manager, Marin
County Parks
• Email: ldahl@marincounty.org