Related Links

Agenda Item # 14

BOARD MEMORANDUM

FOR INFORMATION ONLY

BACKGROUND: 

The Santa Clara Valley Transportation Authority (VTA) will be conducting a Comprehensive Operations Analysis (COA) beginning in Fiscal Year 2006 to analyze existing transit service, develop operating performance measures, identify underserved and new markets and develop alternative operating service scenarios.  The goal of the COA is to increase transit ridership by offering market oriented service.

DISCUSSION: 

The COA effort will rely on information such as operations data, demographic and travel statistics, a new on-board passenger survey and an analysis of new transit markets.   A key element of the study will be an evaluation of system efficiency, determining how to deliver cost-effective service within a constrained budget. 

Following are some of the critical elements of the COA:

1. On-board Survey – The purpose of the on-board survey is to produce complete ridership and boarding profiles by route, route segment, trip purpose, trip frequency, time-of day and day-of-week.    This survey also provides VTA the opportunity to collect stated-preference information from current users detailing how well we are meeting their needs today and what they expect from us in the future.  A significant element of this task will be supported by VTA’s Automatic Passenger Counter (APC) system, resulting in savings for the overall project.

2. Telephone or Mail-Back Surveys – Telephone and mail-back surveys will be conducted to the general public through direct mail or inserts to obtain attitudinal data with regard to transit service and trip making habits.   The purpose of the surveys is to collect data from the general public who do not currently use our service to ascertain whether changes in current service or route structure, introduction of new service, changes in fare structure, etc., would entice them to consider taking public transit.

3. Focus Groups – Focus groups will be conducted for both the general public and current transit users.   They provide an opportunity to discuss and identify behavioral elements in travel choice and key service characteristics required for expanded transit use that cannot be obtained through brief intercept surveys.

4. Market Segmentation Analysis – Demographic and attitudinal data will be gathered to develop statistical models to enhance and augment traditional mode choice models.   This approach enables us to estimate the concentration of market segments at different geographic locations in the study area.   By estimating market segment concentration, more tailored services can be matched to appropriate neighborhoods, corridors, and cities.

5. Develop Transit Service Optimization Plan – Based on existing operational performance, demographics, travel patterns, and future funding scenarios, service plans can be developed to optimize ridership and/or service reliability within funding constraints.   Various scenarios can be developed to assess ridership, performance and operating cost impacts of various operating plans.

6. Transfer Policy/Fare Policy Analysis – As part of the COA, VTA’s transfer and fare policy will be reviewed and alternatives will be developed to determine impacts to ridership and revenue.

Based on the above and other elements of the study, the COA will ultimately produce a Board of Directors long-term operating strategy that will be updated on a periodic basis.   The plan will include: maps and alignment descriptions, service parameters for each route, staffing and vehicle requirements, operating costs and an implementation schedule.   The COA will take approximately 18 to 24 months to complete as it includes significant public input and review.

Click here to return to the Board Agenda Index