No on K (Land Use), Fremont – “Hook”

Measure K was a well-intended, yet ill-conceived measure, put on the November ’06 ballot with signatures from over 13,000 Fremont residents.

Measure K proposed to change the land use designation of over 500 acres of land from “Open Space,” “Restricted Industrial,” and “Private Open Space,” to “Agriculture.” This “Agriculture” designation would have increased the minimum parcel size from one acre to 80 acres.

The owners of the land had been and continued to be assessed by the City for its share of infrastructure improvements. The ballot measure left the City of Fremont open to refund claims if the owners lost the benefit of the assessment by being designated as “Agriculture”.

Measure K had the support of every environmental organization with the exception of one, which stayed neutral, and many committed volunteers.

The Committee Against the Patterson Ranch Initiative, No on Measure K Campaign, hired TBW Media to develop the campaign message and create a comprehensive mail plan.

Early polling conducted in July ’06 showed voters supporting Measure K with an overwhelming 70% after positive arguments were heard. Once negative arguments were heard, overall support dropped to 43%. Polling showed Fremont residents cared deeply about protecting the land, but did not want to pay the $50 million bill that came with the agricultural designation for the land.

The No on K campaign needed to get their argument heard. With limited volunteers, the campaign’s entire focus was an extensive direct mail program.

TBW Media developed a creative eight-piece mail program, focused on the $50 million cost of the ballot measure and the lack of environmental protections.

On November 6, 2006 Measure K was defeated with a margin of 65% to 34%.