CALLED TO ORDER at 4:00 p.m.

INTRODUCTIONS

Received introductions from the following RIDE Task Force Members and VTA Staff:

Nora Campos, Co-Chairperson
Jamie Matthews, Co-Chairperson
China Ziegenbein, San Jose Convention & Visitors Bureau             
Bob Brownstein, Working Partnerships USA
Diana Hermone, Amalgamated Transit Union (ATU) Local 265
Eyedin Zanobi, San Jose State University Transportation Solutions
Yoriko Kishimoto, VTA Policy Advisory Committee Chairperson
David Julian, VTA Committee for Transit Accessibility Chairperson
Bill Schwarz, Outreach
Stephen Blaylock, VTA Citizens Advisory Committee Chairperson
Ben Rodriguez, Foothill-De Anza Community College District
Russell Brunsen, North Valley Workforce Board (NOVA)
Kim Petersen, San Jose Evergreen Community College District
Matthew O. Tucker, VTA Chief Operating Officer
Ali Hudda, VTA Fiscal Resources Manager
Bernice Alaniz, VTA Deputy Director of Marketing and Public Affairs
Sam Lau, VTA Deputy Director of Operations Planning & Support Services
Tracene Crenshaw, VTA Board Assistant

The following RIDE Task Force Members were in attendance, but arrived after the introductions:

PUBLIC PRESENTATIONS

There were no Public Presentations.

VTA Staff Presentations                                                                       

A.             Fare Revenue and Fare Structure

Ali Hudda, Fiscal Resources Manager, provided a PowerPoint Presentation on Fare Revenues and Fare Structure, highlighting: 1) VTA Revenue Distribution, FY 05, 2) VTA Fares Effective January 1, 2005, 3) Northern California Transit Base Fare Comparison (2000 v. 2005), 4) VTA Fare History FY 95 to Present, 5) Boardings and Fare Revenues, January-September 2004 vs. January-September 2005, 6) Boardings and Fare Revenues, July-September 2004 vs. July-September 2005, 7) Fare Change Process, 8) Fare Policy Standards (Fixed Route Service), and 9) Fare Policy Standards (ADA Paratransit).

Member Brownstein noted that the structure of the fares seems to be based on the assumption that people either take single rides or three rides.   He queried if there was any logic as to why VTA does not have a roundtrip fare.  Matthew O. Tucker, Chief Operating Officer, noted that there has been some internal discussion regarding a roundtrip fare.  He noted that the issue for VTA and other transit agencies that have prepaid and day pass fares is that the agencies end up dealing with multiples. When looking at VTA’s fare structure and the discounts, depending upon which pool people are pulling from, the fare is much more deeply discounted. The average customer is paying about $0.86 as the average fare per boarding.

Member Kishimoto queried if VTA is having a similar discussion about transfers. Mr. Tucker answered affirmatively, and noted that as part of VTA’s Comprehensive Operations Analysis (COA) staff would be looking at a transfer system and the financial impact if implemented.

Member Brownstein noted that information VTA provided on fare elasticities was simply snapshot information.   He queried if there was a more detailed analysis on elasticities.  Mr. Tucker stated that over the last few years it has been difficult for VTA to use any fare elasticity model due to the significant loss of employment, downturn in sales tax, decrease in VTA service, and fare increases.   He indicated that staff could look at VTA’s current fare elasticity model over the next six months to see what would happen if fares were lowered and what would be the projected ridership.  Member Brownstein requested that staff come back to the Task Force after the six-month period to show how the model works.

Member Brownstein noted that the current VTA fare structure offers favorable discounts to volume users.   He suggested that VTA assess how to strategically reach occasional users since the current fare structure that asks the person who is less motivated to use transit to pay the highest fare.  Mr. Tucker explained the principle behind the ECO Pass Program.  He noted that there are available seats that could be sold to passengers at discounted rates.  Mr. Tucker further noted that some people do not have enough money to pay for a monthly pass all at once.  VTA should investigate creative solutions including programs to help subsidize the purchase of transit passes through employers.

Member Stuchinsky queried about the number of people using the ECO Pass.      Mr. Hudda noted that it is a challenge to determine the number of ECO Pass users, but the issue will be addressed through the Translink Project, a regional project that will have a Smart Card type fare selection process that will capture the data.

Member Zanobi noted that Transportation Solutions manages/administers the ECO Pass and sells/dispenses the VTA passes at San Jose State University.     He indicated that it seems that the concept of volume discount does not exist.  The monthly pass should be a lot less, because people are paying for a volume ridership, and the base fare should be priced higher.

Member Moore referred to the future revenue of VTA and recommended VTA explore and model the possibility of converting every single rider to having a monthly pass.  

B.             2005 Public Perception Telephone Survey

Bernice Alaniz, Deputy Director of Marketing and Public Affairs, provided a PowerPoint Presentation on the VTA 2005 Public Perception Telephone Survey, highlighting: 1) Background, 2) 2005 Survey, 3) Survey Methodology, 4) Groupings, 5) Key Findings: Perceptions, 6) Key Findings: Communications, 7) Key Findings: Ridership, 8) Respondent’s Profile, and 9) Conclusions. 

Member Kishimoto referred to past surveys and commented that she heard that the average tenure as a VTA rider is only three years.   She queried about the success VTA has in keeping its customers. 

Member Kishimoto referred to Page 5, Groupings, Primary Language, and noted that 25 percent of the population in Santa Clara County is now Asian.   She wanted to make sure that VTA is reflective of the demographics.

Member Brownstein referred to Page 7, Key Findings: Perceptions, and queried about the meaning of the word “convenience”.   Ms. Alaniz noted it means the following: 1) is there a bus stop located that is easy to access, 2) is it easy for a person to buy a ticket, and 3) is it easy for a person to get information on VTA’s website.   

Upon query of Member Brownstein, Ms. Alaniz noted that staff has a complete report on the convenience rating.   Co-Chairperson Campos requested that staff provide the report at the December 14, 2005 RIDE Task Force Meeting.

Member Stuchinsky queried if VTA had information on how people rated their time travel and convenience in terms of whether or not they are regular riders.   Ms. Alaniz referred to VTA’s On Board Survey and noted that VTA will have a more definitive evaluation from the people actually riding the system and the people who do not ride the system.

Member Petersen noted that the CalWORKS Advisory Group has actually completed a CalWORKS 2005 Transit Survey.   She recommended that the survey be disseminated to the RIDE Task Force.

Member Blaylock queried if the On Board Survey would be the same as the 2005 Survey.   Mr. Lau noted that the same company that conducted VTA’s 2000 Survey will conduct the On Board Survey and some of the questions have been updated/clarified.

Upon query of Co-Chairperson Campos, Ms. Alaniz noted that VTA inquired about how people received their information, whether it was via the newspaper, radio, television, and/or internet.    Ms. Alaniz noted that she could provide the information to Co-Chairperson Campos.

Member Hermone expressed concern regarding the decline in ridership on the express routes and bonus buses since 2002 and queried if VTA is trying to market the express routes and bonus buses.   Ms. Alaniz noted that VTA is planning to have Brown Bag Lunches in early 2006 at specific business parks that are being served by the express routes.  Member Hermone also noted that a lot of the complaints she received was due to the high cost of the ECO Pass.

Transit Cooperative Research Program (TCRP) Digest: Evaluation of Recent Ridership Increases                                        

Sam Lau, Deputy Director of Operations Planning & Support Services, provided a PowerPoint Presentation on the “Evaluation of Recent Ridership Increases, Transit Cooperative Research Program,” highlighting: 1) Transit Ridership Assessments, 2) Transit Ridership Increases, 3) Ridership – Major Contributing Factors, 4) Ridership Increase Initiatives, and 5) Relevant Observations.

Member Brownstein noted that one kind of strategy he did not see in the transit agencies was “social norms”.   He indicated that there is no minimal communication that tells him “if you really care about air quality and about energy independence, then maybe once a week you ought to use transit”.   Mr. Lau referred to programs like “Spare the Air Day” that encourages people to take transit.

Member Murphy asked how VTA figures out there is an area not being served.    Mr. Lau noted that VTA conducts market segmentation surveys and in early 2006 VTA will conduct telephone surveys targeted at those who currently do not ride transit to find out their modes of transportation.

Co-Chairperson Matthews noted that surveys are good indicators.   He referred to the ECO Pass and noted that it is an issue of convenience and predictability for him that drives whether or not he uses the Pass.   He indicated that the one thing he likes about using light rail is that it tells him when the next train is coming and it gives him a sense of control in a situation where he has no control.  He noted that it is very useful for people to know when the bus is going to be at its destination, so they can manage their time, feel like they have some sense of control, and can make choices.  Co-Chairperson Matthews noted that the City of Santa Clara has “WiFi” throughout the entire city and recommended that VTA look at that as a possible way to increase ridership.

Co-Chairperson Matthews noted that most cities have their own cable channels and that cable could be used as a marketing strategy to obtain/improve ridership. He noted that from a leadership standpoint, elected officials can weigh in on the importance of transit use. 

Member Applegate queried if VTA considered having an ECO Pass Program at the Community College level.   Ms. Alaniz noted that VTA staff has been discussing the possibility of putting an ECO Pass Program together for full-time students.

Member Rodriguez noted an interest in the ECO Pass Program at the Community College level, but expressed concern about the limited amount of money to fund these type of programs.   He noted that Foothill-De Anza Community College receives a substantial amount of its revenue from parking fees.

The Agenda was taken out of order.

Agenda for December 14, 2005 Meeting                                 

Mr. Tucker noted that the December 14, 2005 RIDE Task Force Meeting will be a facilitated brainstorming session.

Co-Chairperson Campos noted that the December 14, 2005 RIDE Task Force Meeting would be held at VTA’s River Oaks site in the Auditorium, 3331 North First Street, San Jose.   She requested that VTA Staff send the RIDE Task Force Members a reminder notification.

Co-Chairperson Campos noted that a discussion would be held regarding the RIDE Task Force Meeting schedule for 2006.

Mr. Tucker informed the RIDE Task Force Members to talk to Maria Marinos, VTA Board Secretary, if planning to take transit to the December 14, 2005 Meeting.

Ridership Ideas                                                            

Member Moore recommended that VTA coordinate with other transit agencies to make sure that VTA routes show up on other transit agencies’ maps.

Member Applegate expressed concern regarding the lack of programs for low-income riders and recommended that some type of program be developed for low-income riders.

Member Zanobi noted that he would not be able to attend the December 14, 2005 Meeting.   Co-Chairperson Campos recommended that Member Zanobi e-mail his ideas to VTA.

Member Zanobi noted that San Jose State University has conducted an annual survey during the month of November since 2001, which shows the trend of increased ridership and how it was achieved.   The survey was designed just to measure commute and alternate transportation levels.  Member Zanobi noted that San Jose State University will be conducting a 2005 online survey that would be completed by the end of November 2005, and he would like to share the survey with the RIDE Task Force Members.

Co-Chairperson Matthews referred to the comments made by Member Rodriguez regarding Foothill-De Anza Community College receiving a substantial amount of its revenue from parking fees and queried if San Jose State University has had an adverse impact on the revenues due to the increase in transit ridership.   Member Zanobi noted that the University Police Department manages the San Jose State University parking services, and to battle the revenue loss, the University Police Department has come up with a better parking fee institution.

Member Rodriguez noted that Foothill-De Anza Community College has a Police and Parking Department and that 60 percent of their budget comes from parking.   He would like to see some time in the future a connection to the ASB Card to reduce fees.

Member Kishimoto noted that the City of Palo Alto has conducted travel surveys and could share them with the RIDE Task Force Members.

Co-Chairperson Campos recommended that agencies and/or cities that have conducted surveys send the information to VTA Staff, so they can determine how the information can be presented to the RIDE Task Force.

Member Applegate noted that before the passage of the Americans With Disabilities Act (ADA) there used to be many more senior transportation programs.   She expressed concern regarding the lack of transportation for seniors and noted that this is an area that needs to be looked at carefully. 

Agenda for December 14, 2005 Meeting (continued)                            

Upon query of Co-Chairperson Campos, Member Zanobi clarified that he would not be able to attend the December 14, 2005 Meeting.

Announcements

There were no Announcements.

ADJOURNED at 5:26 p.m.

Respectfully submitted,

Tracene Y. Crenshaw, Board Assistant
VTA Board of Directors