"Arizona Wins" was the sponsoring organization behind a 2000 ballot initiative (Proposition 302) in Maricopa County, Arizona, to increase tourism taxes to fund construction of a multi-purpose football stadium. As a result, a $350 million multi-purpose stadium was constructed in Glendale, AZ and opened in time for the start of the 2006 NFL season. The stadium was named one of the ten most impressive sports structures in the world by Business Week. It was also chosen as the site of the 2008 Super Bowl.

The stadium would be home to the state's NFL franchise, the Arizona Cardinals, as well as to the Fiesta Bowl, a top-tier collegiate event, future Super Bowls, major trade shows and conventions.

THE PROBLEM

Public funding for stadiums is a tough sell, especially in an anti-tax state such as Arizona. Adding to the difficulty was the fact that the Arizona Cardinals, whose record was 3-13 in 2000, had not enjoyed a high degree of public support. Indeed, voters soundly rejected an earlier proposal to raise the sales tax to finance a stadium. In the aftermath of that defeat, Arizona Governor Jane Hull created a special "Plan B Task Force" comprised of business and civic leaders to study whether a new stadium was in the state's best interests. 

THE CONTEXT

After months of study, the Task Force concluded that the economic value of a stadium was considerable and recommended a funding mechanism that involved a combination of private funds and public monies paid largely by out-of-state visitors who rent hotel rooms and cars.

The proposal was referred to the Arizona Legislature before it faced the voters. So controversial was the stadium that the bill to create Proposition 302 passed by a single vote in the Arizona House of Representatives.

A public opinion survey taken in February, 2000 showed that voters opposed construction of a new stadium by a margin of 65%-29%. There was never any polling that showed a majority of support for the stadium prior to election day.

THE SOLUTION

The paid media created by Smith & Harroff emphasized the fact that Prop. 302 involved much more than a football stadium. If passed, much of the public funds would go toward tourism promotion, youth and amateur sports and Cactus League baseball facilities. The advertising also stressed the fact that the funding burden would not fall on the average citizen of Maricopa County.

THE RESULTS

On November 7, 2000, Proposition 302 stunned the experts by capturing 52% of the vote. As a result, a $329 million multi-purpose stadium is under construction in Tempe, Arizona and is scheduled to open in the fall of 2004. 

Smith & Harroff won the coveted GOLD SABRE Award (Superior Achievement in Branding and Reputation) for its work on Prop. 302 in the category Political Campaigns and Ballot Initiatives.