Challenge
In 1996, Seattle Seahawks owner, Ken Behring announced plans to move the team to southern California. At the time, 10 years remained on the team's lease at the Kingdome, Seattle's 20-year-old stadium. King County, owner of the stadium, sued to block the move and Behring countersued, alleging that the Kingdome's deficiencies amounted to a violation of the lease. The Kingdome was in need of roof and ceiling repairs and fell far short of measuring up to competing facilities. Civic leaders began searching for a way to keep the NFL franchise in town.
 
Microsoft co-founder Paul Allen stepped forward and said he would be willing to purchase the team if the state would enter into a public-private partnership to build a new, world-class facility. A statewide vote was required to approve public participation in financing for a football and soccer stadium and an exhibition center. But first a skeptical state legislature had to be persuaded to put it on the ballot. Gogerty Stark Marriott was hired to create a positive political environment within which legislators could comfortably support the propsal. This was achieved through grassroots outreach to fans and opinion leaders, who then contacted their legislators. Later GSM directed the statewide campaign to secure voter approval of the measure.
 
Approach
Our legislative effort generated thousands of letters and postcards to legislators and supported lobbyist efforts to secure passage of the financing and election package. We then assembled a sophisticated campaign team for the public vote and orchestrated the largest-ever campaign effort in the state.
 
Gogerty Stark Marriott conducted public opinion research to identify messages that resonated with the voting public. The poll found that, as expected, it was an uphill battle against public cynicism about sports team 'extortion,' with only 30% in favor of the financing plan, 60% against and 10% undecided. We determined that voters had to understand several basic facts about the measure before they would even consider it. These included the fact that 1) it would not raise a single sales, property or general tax; 2) stadium users, lottery game players and visitors would pay most of the tax; 3) Paul Allen would contribute $100 million; 4) he would pay for any cost overruns; and 5) the public would own the stadium.
 
Once they understood those things and were informed of the stakes, the research showed that they were able to make the transition from opposed to undecided and then from undecided to supporting the plan.
 
We designed a public communications campaign, with an extensive television advertising component, that effectively communicated the messages and a vision of the future to the voting public. GSM orchestrated further grassroots outreach to generate support for the measure.
 
Results
The election was held on June 17, 1997. The outcome was 51% in favor, 49% against. The stadium opened in time for the 2002 Seahawks season.