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Feb 19, 201911:06 AMTransportation Matters

with Debby Jackson

To gauge the public’s appetite for transportation fix, ask about costs AND benefits

(page 1 of 2)

Wisconsinites are increasingly willing to “Just Fix It” and support a reasonable investment in transportation. This idea is counter to the narrative put forward by some who say while people may not like the condition of the roads on which they drive every day, they don’t want to pay more to fix them.

Proponents of this view will point to polling done by the Marquette Law School last October. In the Oct. 10 poll results, 64 percent rated the roads and highways where they live as fair or poor, yet 61 percent said it was more important to keep the gas tax and vehicle registration fees where they are now instead of raising these user fees to increase spending on roads and highways. Only 32 percent supported raising the gas tax and registration fee.

Case made, right?

Except, let’s use this example: You’re hungry and the only place open in your town is the diner. The diner is convenient, but the food isn’t great, the options are limited, and if you were honest, you would have to admit the quality of the food and service has gone down in the last several years. As you enter the diner, someone stops you and asks if you would like to pay more. Isn’t the reasonable response, “No, I think I’m good”?

To make an informed decision, you would have to know how much more you were being asked to pay and what you would get in return — better service and food in the diner example and better road conditions or connections in the case of Wisconsin transportation. This is not clear in either the Marquette poll question or the hypothetical diner example.

In 2017, the Transportation Development Association of Wisconsin (TDA) tried to ascertain people’s willingness to pay for transportation by engaging respected pollster Gene Ulm of Public Opinion Strategies. He asked the question this way: “And, would you support or oppose a proposal that would cost you an extra $4 a month if it meant creating an immediate solution to fix our roads?” With just a little bit more information, meaning the specific amount of $4 per month, the rate of support was well over 70 percent.

Quantifying the amount of any proposed increased user fee is crucial, as people don’t know how much they pay in gas taxes and they are likely to overestimate the impact of any increase on personal finances. Importantly, the $4 per month is roughly equivalent to a 10-cent gas tax increase, depending on miles driven per year and vehicle fuel efficiency.

So, it comes down to presenting a clear value proposition.

But even in the absence of a plan, the numbers are moving in the right direction. In the latest Marquette poll, the percentage of people who support an increase in user fees — the gas tax and registration fee — has jumped 10 percentage points to 42 percent since mid-October.


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About This Blog

 Debby Jackson assumed the role of executive director of the Transportation Development Association of Wisconsin after more than 15 years with the organization. In addition to her vast experience in association management and transportation advocacy, Jackson has a background in business. She leverages the breadth and depth of her professional experience, along with her knowledge of the membership and mission of TDA, to be a strong voice for robust transportation infrastructure in Wisconsin. Jackson started her career as a staff auditor with Price Waterhouse, which led to a series of accounting and corporate management positions with a major national retailer.

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