Johnson County LOST is a testament to what’s possible

As President and CEO of Greater Iowa City, Inc., I’m proud to support the local-option sales tax (LOST) on the ballot Nov. 4 in Iowa City, Coralville, and North Liberty.

I’ve been working in economic development and planning since my mid-20s and over the years I’ve been fortunate to be involved in successful grassroots programs, advocated for the strategic use of economic development tools, and advanced tax strategies that we’ve seen foster private investment. Resources always seem to be a struggle, but with strong coalitions, these tools can deliver. Well, this year, things are tighter than ever and joining the other 93% of municipalities in Iowa that already use the local-option sales tax will help.

Across the state, the Local Options Sales Tax has been proven and effective for funding critical improvements like roads, fire stations, recreation centers, affordable housing, and trails that connect people to their place. It’s a way to keep local dollars local, especially in places like ours that welcome a strong visitor economy. Think of the draw to the University of Iowa’s Kinnick Stadium, Carver-Hawkeye Arena, the great shopping, cultural events, and trails that draw millions of visitors to our area every year. In 2024, Johnson County saw 5.1 million visitors, and those visitors made nearly 30 million trips to individual stores and restaurants. That is a massive influx of visitor spending, especially compared to the approximately 152,000 people who live in Johnson County. A Yes vote for LOST will put a small portion of that spending to work to pay for the shared infrastructure that makes our area so appealing in the first place.

Iowa City, Coralville, and North Liberty can each capture and reinvest what visitors are already spending in Johnson County and use that to fund what matters to their residents. Businesses tell us that our amenity-rich environment for their workforce is critical to both business attraction and employee retention. Our trails, parks and recreation centers, and cultural programming help new residents to the area find their place outside of work. Supporting activity centers like Downtown Iowa City, the Iowa River Landing, and emerging Investment Districts like North Liberty's Cherry Street, Coralville’s 5th Street, and the Sycamore area of Iowa City, we can add to our quality of life here.

Businesses also tell us that housing pressures are making it difficult for employees to find affordable places to live. This may be one of the largest issues facing Johnson County today, impacting those with less means the most. LOST will provide another avenue for municipalities to address these and other national and statewide challenges.

What’s also important is what LOST doesn’t touch: groceries, gas, rent, mortgage payments, or medicine. It’s a fair and balanced way to address growing needs without burdening families on essentials.

I'm very proud of Greater IC’s leadership of the Yes On Local Option coalition. It is a testament to what’s possible when we don't let “perfect” be the enemy of “the good” and we rally around shared goals. We have a lot of work to do to address the needs of a growing area and time is of the essence.

Please join me in voting YES for the local-option sales tax in Coralville, Iowa City, and North Liberty. It’s a smart, strategic step that will support our growing region.

Nancy Bird is president and CEO of Greater Iowa City, Inc.