Right Project, Right Now: Gaming Referendum in New Bedford, MA

In 2014, Massachusetts legalized casino gaming through a ballot initiative. The enabling statutes created 3 licenses for casinos across the state. The first two licenses went to MGM and Wynn, for the properties that have become MGM Springfield and Wynn Encore Boston.

In 2015, Manhattan real estate developers contracted our principles 21 days before a city wide referendum to approve the operating agreement for a five hundred million dollar gaming facility on a historic waterfront in New Bedford, Massachusetts.  

Opponents organized around traditional arguments against gaming - fears of increased crime, trafficking, and addiction. Their primary vehicles for communication were newspaper op-eds, yard signs, and live persuasion calls. 

We delivered a comprehensive campaign featuring five mail pieces, 12k canvass attempts, daily phone persuasion surveys, two radio ads and a robust web and social media presence in 18 days.  

The casino question was the only question on the ballot.  Our targeted GOTV program produced the largest municipal election turnout in a decade.

The effort won a number of awards from the American Association of Political Consultants including Best Direct Mail in a Ballot Initiative and Best Live Calls in a Ballot Initiative.

And on election day, our clients received 73% of the vote.

Team:
General Consultant: Matthew Arnold, previously at Calvert Street Group
Direct Mail: Dean Nielsen, CN4 Partners
Phones: Tammy Palmer + Byron LaMaster, InFocus Campaigns