This is really important to pay attention to:

“Once Salt Lake City leaders knew what people wanted, they embarked on a public relations campaign. Dee Allsop of the communications firm Heart and Mind Strategies led the effort.

‘How is it that the most conservative state… how is it they’re one of the most progressive in the country on transit?’ said Allsop. ‘It’s because the case was made in a way that fit with people’s values.’

The values they settled on were to have a city that was ‘beautiful, prosperous and neighborly.’”

(Via Salt Lake City: How a Remote Red-State City Became a Transit Leader | Streetsblog Capitol Hill.)