A Case Study of a Successful Park and Open Space Voter Referendum

Abstract

Although other sources exist, tax-based funding accounts for the majority of operating budgets for NRPA member agencies. To keep pace with ongoing maintenance and service needs, and to increase agency capacity to provide services into the future, many municipal and county level agencies often turn to voter referenda – a form of direct democracy, wherein citizens in a given area hold decision making authority in specific elements of the public policy process – to increase tax-based funding. These referenda take a variety of forms, including permanent increases to property, income, or sales tax, or the approval of a one-time bond resolution. Despite their prevalence and importance, the scholarly body of work addressing the referendum process as a tool for open-space and environmental conservation is relatively small, with very little scholarly work specifically addressing referenda focused on community level park and recreation services. The purpose of this manuscript is to begin to address the gaps in knowledge surrounding the referendum process, specific to the financing of community park and recreation services. We employ a qualitative case study approach to examine the historical and contemporary context of a successful park and recreation referendum, conducting in-depth key-informant interviews with stakeholders within and external to the agency.

Our results identify the context and historic perspective of the referendum, as well as effective practices and messaging strategies. Based on our observations, we begin to explore a series of best practices for agencies considering a referendum process. In particular, we recommend agencies engage in both long-term strategic planning, as well as action-oriented short-term planning and execution. We also identify specific forms of agency capacity (e.g., expertise, human and financial resources, etc.) as vital to the referendum process. Finally, we describe the role of engaging with external partners, both potential supporters and opponents, and the role of purposive strategic messaging in this process.