The Outset

Mountain Line, the public transit agency in Flagstaff, AZ had a history of successful ballot initiatives, including a significant transit tax increase in 2008, and a 10-year renewal of that tax in 2016. Building on that success, and the need for more funding to increase transit services, Mountain Line went back to the voters in 2018 seeking at 15 cent (on a $100 purchase) increase to the transit tax, and the initiative failed by fewer than 300 votes. Mountain Line conducted post-election surveys, analysis, and focus groups, and identified three primary reasons the proposition was not successful:

• Unclear message: The public was not clear on what Mountain Line was asking for and how it would benefit them.
• Crowded ballot: Local ballot initiatives were at the end of a very long ballot, and Mountain Line’s proposition was after two other funding asks. Voters had ballot fatigue by the time they reached the transit proposal, if they even made it that far.
• No “vote yes” campaign: As a public entity, Mountain Line’s role in an election is to educate, not advocate. Historically, conducting a robust education campaign was effective enough for a ballot measure to be successful, but the post-election analysis showed a dramatically different electorate in Flagstaff between the 2008 and 2018 elections. Simply put, education was no longer enough. We needed someone out there telling people why they should vote yes.

Armed with this valuable post-election data, Mountain Line wrapped up its five-year transit plan (Flagstaff in Motion) in 2023, which gave the agency a much clearer picture of what the community was looking for in transit improvements. Mountain Line now had momentum in community support for transit, confirmation from other public agencies that competing initiatives would not be on a ballot, and a clear plan for voters to consider.

The Funding Solution

Prior to developing recommended ballot language, Mountain Line surveyed likely voters about various funding scenarios and the associated transit improvements with each scenario. The survey showed that while there was little support for a doubling of the existing transit tax to fund all service improvements recommended in Flagstaff in Motion, there was an appetite to increase it anywhere from 10 to 25 cents on a $100 purchase to fund the highest prioritized improvements.

Mountain Line convened a Citizens Advisory Committee (CAC) to weigh the funding options and the associated voter survey results to determine the preferred ballot language. The CAC recommended advancing a proposition that included a renewal of the existing transit tax (29.5 cents on a $100 purchase) and an increase of 20.5 cents for a total transit tax of 50 cents on a $100 purchase. This language was approved by the Mountain Line Board and Flagstaff City Council, and ultimately placed Proposition 488 on the November 2024 ballot.

The Campaign Strategy

Knowing that a clear and concise educational campaign was needed to cut through the election noise and to give voters a direct answer on what they would get if they voted yes, Mountain Line developed a simple “More Transit for Flagstaff” campaign theme. The strategy centered on educating voters about Proposition 488’s benefits, highlighting how it would expand transit services, improve accessibility, and contribute to climate action goals. Community engagement was prioritized through interactive tools and public feedback opportunities to ensure residents felt informed and heard about the proposal’s impact on Flagstaff’s future. A dedicated website served as a central hub, providing detailed information about the proposition, its benefits, and funding allocation. It also included a contact feature for questions and feedback, helping gauge public opinion on the proposal’s impact. This transparent approach built trust and fostered a sense of community involvement.

Although Mountain Line’s role in the campaign was to provide education, there was a strong advocacy campaign comprised of elected officials, business leaders, and other key stakeholders. Mountain Line staff spent significant time and effort after the 2018 loss working with these groups to educate them on the value of transit, whether they ride or not.

The Outcome

Proposition 488 passed on November 5, 2024, with a 58 percent approval margin. The tax increase went into effect on July 1, 2025, and will allow Mountain Line to implement the following service enhancements over the next five years:

• Increased frequency on most routes
• Service to new areas
• Increased span of service and frequency on Saturdays
• Continued conversion to a battery electric fleet
• Later night service