Agenda Item # 7
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Date: |
August 1, 2005 |
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Committee Meeting Date: |
August 10, 2005 |
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Board Meeting Date: |
N/A |
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ACTION
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DISCUSSION
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| INFO
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BOARD MEMORANDUM
| TO: |
Committee for Transit Accessibility |
| | Santa Clara Valley Transportation Authority |
| | Board of Directors |
| | | | THROUGH: | Suzanne B. Gifford |
| | General Manager ProTempore |
| | | | FROM: | Carolyn M. Gonot |
| | Chief Development Officer |
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| SUBJECT: |
Free Off-Peak/Weekend Program for Senior and Disabled Customers |
FOR INFORMATION ONLY
This report is in response to the Committee for Transit Accessibility (CTA) request for information regarding the Free Off-Peak/Weekend Program made at its meeting on July 13, 2005.
BACKGROUND:
Nationally, more than 6,000 public transportation agencies provide enhanced service options for senior and disabled passengers through unique customer outreach programs. The primary goal of these programs is to encourage ridership through discounted pricing and through informational resources. VTA has a discounted fare structure for senior and disabled customers and operates federally mandated low-floor buses and light rail trains to help make public transportation a more economical and accessible travel option. However, more focused customer outreach is necessary to create greater familiarity of the benefits of public transportation to encourage ridership.
In May 2005, the American Public Transportation Association (APTA) launched the “Easy Rider” program, an industry-wide effort that calls attention to the importance of creating and maintaining a vital, usable transit system for older Americans. In conjunction with this national effort, VTA is implementing a trial program of free off-peak and weekend service, as well as additional individualized orientations to VTA’s system to help senior and disabled communities feel more comfortable and more likely to try public transportation. As mentioned in the General Manager’s 2005 budget message, VTA will be offering a free fare program to all seniors (aged 65 and older), individuals with disabilities, and Medicare cardholders.
DISCUSSION:
The Free Off-Peak/Weekend Program is an effort to familiarize senior and disabled communities and Medicare cardholders about VTA services and programs through increased outreach, including on-site presentations. The program will be implemented from January 1 through March 30, 2006, with public outreach efforts occurring from October to December 2005.
VTA’s Free Off-Peak/Weekend Program will be promoted through informational materials in community newspapers, broadcast media, and senior publications. Scheduled presentations and public outreach activities will provide individualized trip planning and travel assistance.
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Program:
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Free off-peak (10 am through 2 pm) and weekend/holiday service for seniors, individuals with disabilities and Medicare cardholders.
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Fare Media:
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Regional Transit Connection (RTC) discount card or Medicare card
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| Effective Dates: |
January 1 through March 30, 2006 |
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Promotions:
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Public service announcements, community newsletter features, local community paper features, broadcast messages, AARP materials. VTA will also provide information at senior centers, nutrition centers, educational centers, churches, community centers, libraries and community partners.
On-site presentations and open houses by community outreach staff with educational videos and personal trip planning. Pre-promotion communications campaign will occur October through December 2005 to encourage eligible individuals to apply for the RTC card.
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Advertising:
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A “Simple and Free” campaign outlining how easy it is to use VTA bus and light rail. VTA display advertising will be utilized, including bus, light rail, shelters and Downtown Sales Center. In addition, printed advertising will be placed in VTA “Take-One”, San Jose Mercury News and other local community papers. |
| Measurements: |
Increased Ridership |
| Prepared by: | Bernice Alaniz, Deputy Director, Marketing & Public Affairs |
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