Adams County, Colorado--Issue 1A

$38.5 Million Open Space Sales Tax Referendum
A carefully targeted measure succeeds where open space funding once failed.

"Adams County voters tend to be very conservative regarding new tax proposals and, in fact, voted down an open space sales tax measure in 1997. Just two years later, in 1999, voters approved a measure with a strong majority. The Trust for Public Land played a pivotal role in this dramatic turnaround by bringing its expertise in shaping winning public finance measures to a very determined and committed grassroots citizens' effort. The combination was unbeatable." -- Commissioner Elaine Valente Adams County, Colorado

In November 1997, 61 percent of voters in Adams County, Colorado, rejected a sales tax measure to fund open space protection. Just two years later this defeat was followed by a victory, with a 60 percent winning margin. Adams County is now authorized to impose a 1/5-cent sales tax that will generate about $38.5 million over seven years for combating sprawl and protecting natural lands, farmland, and wetlands.

What accounted for the dramatic turnaround? Several factors played a role: an increasing rate of growth and the sprawl that accompanies it, responsiveness by local leaders to voters' conservation priorities and fiscal concerns, and a better public understanding of the value of land protection -- both economic and environmental. The Trust for Public Land assisted with the winning effort, helping local leaders design a stronger measure and implement a campaign that would inform voters of its many benefits.

• Polling -- Results of a public opinion poll directed by TPL in the summer of 1999 showed that Adams County voters would be willing to support a land conservation measure, limited in amount and duration, that addressed the issues of sprawl and the protection of open space, farmland, wetlands, and wildlife habitat.
• Measure design -- TPL worked with county leaders to design a measure that reflected voters' environmental priorities and fiscal concerns. Most important, the measure was limited to 1/5 of a cent over seven years, an amount and duration the poll found was acceptable to voters. To guarantee that funds are spent wisely, popular and prudent fiscal safeguards are included, such as an annual independent audit and a citizens' advisory board.
• Ballot question -- The wording of the 1997 ballot question had given voters little information about the purposes of the program and how it would benefit Adams County. For the 1999 measure, TPL carefully crafted the language of the ballot question to explain the key components of the open space program and to advise voters of the fiscal safeguards that were in place.
• Campaign strategy and implementation -- TPL advised the local open space committee on strategy, helping design a public information campaign that increased voter awareness and understanding of the measure. Direct mail was an important part of the campaign: two pieces produced by TPL were sent to a targeted universe of likely voters, one highlighting open space protection, the other water quality.

The victory in Adams County was one of several in Colorado in November 1999; TPL also supported successful open space protection measures in Summit, Pitkin, and Larimer Counties. Funding, campaign strategy, and advertising were among TPL's contributions.