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Ideas for Enhancing Ridership
Co-Chairperson Matthews introduced Lou Hexter the facilitator for the Ideas for Enhancing Ridership discussion. Co-Chairperson Matthews noted that Mr. Hexter is with Moore Iacofano Goltsman, (MIG) Inc., a planning-design-communications-management firm and has a strong, varied background in facilitation, and public involvement processes for public and private clients. Co-Chairperson Matthews stated that Mr. Hexter will help the RIDE Task Force identify and capture ideas for increasing ridership on VTA Bus and Light Rail System.
Member Julian referenced the Kaiser Hospital facility located on Homestead and stressed the importance of bus stop accessibility and crosswalks need to be constructed in a safe way for individuals. Mr. Hexter summarized the importance to locate bus stops in a safe, visible, accessible, understandable location, to make it easier for individuals to board on and off, in a safe way.
Member Brownstein suggested developing a broad community-based marketing strategy regarding the use of transit as “the right thing to do.” Member Brownstein stated that people respond to campaigns that emphasize the good of the public, such as recycling, not littering, or protecting streambeds. Member Brownstein suggested a collaborative approach campaign bringing in a variety of constituents, businesses, social organizations, environmental groups, labor groups, and community-based organizations emphasizing the that the right thing to do is use transit once a week and if a substantial number of people did utilize public transit then the ridership impact would be considerable. Mr. Hexter restated Mr. Brownstein’s comments, that a social marketing campaign along the lines of what has been done for recycling and with the message coming from community organizations.
Member Kishimoto suggested casual carpooling and referenced a Metropolitan Transportation Commission (MTC) model. Member Kishimoto suggested that VTA participate in promoting casual carpooling and include that type of ridership in its numbers. Member Kishimoto stressed the importance to “think outside of the box” and be flexible in terms of type of multi-modal approach. Member Kishimoto commented that casual carpooling can be successful especially if we utilize technology. Mr. Hexter asked if casual carpooling is a way for VTA to capture ridership. Member Kishimoto responded that casual carpooling is a way to promote people from using single occupancy vehicles.
Member Applegate commented that one of the problems with the public transit system is that for a large majority of people the system does not meet their everyday needs. Member Applegate stressed the importance of community involvement when adjustments are made to bus line and routes. Member Applegate expressed concern about the cost to use public transit and noted for a number of individuals it is very expensive. Member Applegate commented it makes sense that when fares increase and routes are decreased thenridership is impacted. Mr. Hexter summarized the need to design service to meet the needs of the community and listen to the constituents who utilize the service to ensure that service is going to and from the places that people need to get to. Mr. Hexter added that accessibility of costs and enhancing ridership by making it more affordable or more competitive to ride the system.
Member Brunsen suggested a larger discount for low-income individuals who provide proof of eligibility status. Member Brunsen suggested partnering with local school districts to encourage ridership at an early age as a civic service and providing discounts in the system. Mr. Hexter summarized the McDonald’s approach to market transit to encourage individuals at an early age to utilize transit to get them accustom to public transit as the mode of choice.
Member Schwarz suggested a pilot study to determine the impact of ridership if prices were reduced. Mr. Hexter summarized that to set a fare structure with the use of research from a pilot program to determine what the price point might be that would generate the type of ridership. Co-Chairperson Matthews inquired if Member Schwarz was referring to a day where the system has low ridership. Member Schwarz responded that the pilot program could be conducted during a certain hour of the day, peak hour of the day, or entire day for incentive. Member Schwarz add that the pilot program study is open to change to consider factors of other times and days. Mr. Hexter summarized that the pilot program study could be used to get sense of where the price point or discount level might be.
Member Lipman asked if VTA has any statistics on the Eco Pass Program. Member Lipman noted that he has a sticker on the back of his badge that allows him to ride various forms of transportation and queried if this would change an individuals form of behavior. Mr. Hexter asked if the sticker has changed Member Lipman’s behavior. Member Lipman responded no that it has not changed his behavior.
Member Kincaid suggested improvements to the rider’s experiences at the trains and stations to make the system easier to use. Member Kincaid commented that customers receive the times of the buses but not time additions regarding impacts that are typical on the schedules. Member Kincaid commented that destinations are available but not the other places that the bus will take an individual. Member Kincaid suggested route specific maps and predictive arrival signage when the bus will actually arrive. Mr. Hexter summarized the need to provide information noting when the next bus will arrive, distance, or travel time and provide information regarding as many stops as practical.
Member Moore suggested predictive signage coupled with businesses, such as a coffee house next to a bus stop then the rider and driver would be aware of the passenger point and customers would be able to utilize the business as they wait for the bus. Member Moore added that businesses might help fund the signage at there stop in hope that they would receive additional revenue by providing this service. Mr. Hexter summarized the importance to find these locations where that type of strategy could work for a business as a divine stop, which provides a service and shelter as riders wait. Mr. Hexter added the importance to have more information regarding when bus will actually arrive.
Member Moore expressed concern about high fares and the negative impact on many low-income individuals to come up with the money to purchase a monthly pass. Member Moore suggested VTA consider offering a weekly pass that could be purchased on the bus and if a rider provided the driver with twenty transfers from the last five days then the rider could be upgraded to a weekly pass. Member Moore expressed support to offer weekly passes, which would encourage riders to purchase monthly passes then annual passes. Mr. Hexter summarized that it is a convenience issue for riders to purchase a weekly pass as opposed to a monthly pass and is easier to purchase the pass on board the system.
Member Lipman stressed the importance of incentives and changing the behavior of individuals. Member Lipman commented that when a car becomes a liability and there are disincentives then it changes an individual’s behavior toward using public transit, such as getting stuck in a parking garage or parking lot. Mr. Hexter summarized the importance of parking issue constraints.
Member Kishimoto suggested coffee house network hubs to link with a website, such as “my VTA” throughout the entire County. Member Kishimoto expressed concern about high fares and expressed support for the use of park and cash out. Member Kishimoto commented that park and cash out would be a big incentive to use public transit and noted that it is a recognized program in many places.
Member Bradley referenced Real Simple Syndication (RSS) on the World Wide Web and noted that he broadcasts various transit updates through his website at www.vtaridersunion.org. Member Bradley suggested that VTA broadcast various transit updates regarding construction, bus routes, and other various delays. Member Bradley added that BART has been broadcasting transit updates for six months. Member Bradley suggested that the ticket vending machines at the VTA Light Rail Stations make change where appropriate and accept debit or credit cards. Mr. Stevens responded that the ticket vending machines do give change; however, if they do not then they are not functioning and a rider should notify an inspector to address the issue. Mr. Hexter summarized that the ticket vending machines are intended to make change and if they do not then this is a problem that needs to be reported.
Member Brownstein expressed support for partnerships with coffee shops as well as partnerships in relationship to downtown. Member Brownstein noted that the City of San Jose is creating disincentives to drive downtown due to the reduced amount of parking available. Member Brownstein commented on the opportunity to work with merchants in the downtown area to encouraging public transit, which would increase patronage and transit usage, such as restaurants offering a small discount to customers who provide proof of using public transit. Member Brownstein suggested that VTA create an evening pass as opposed to a day pass to encourage individuals to use transit in the off hour time. Member Brownstein suggested business transit partnership with store malls beyond the holiday season for convenience and address parking issues. Mr. Hexter summarized the importance of using VTA when parking is at a premium, traffic at its worst, and coupled with special incentives to get people out of their cars.
Co-Chairperson Campos suggested changing the culture of young people to use public transportation through the use of campaigns at the high schools to get students to use public transportation. Co-Chairperson Campos stressed the importance to engage riders at a young age and change the culture to use transit.
Member Bradley referenced Mr. Burns’ comments regarding a program being released next summer where VTA will emphasize travel to the various malls and added that he has a guide on line that VTA Riders Union group has created that shows how to get to many of the malls in the South Bay using public transit and the information is also available on line at www.vtaridersunion.org.
Member Ziegenbein stressed the importance of convention groups who come to San Jose and suggested customizing blocks of transit tickets with their logo on the materials to make them feel as though it is their transit system for that week. Member Ziegenbein suggested partnering with other downtown organization, such as the downtown association, chambers, bureau, government agencies, universities, and hotels to target the out of town visitors. Member Ziegenbein stressed the importance for individuals to be able to purchase a transit ticket in the hotel to ensure convenience. Member Ziegenbein noted that the key is to make transit user friendly. Mr. Hexter asked if Member Ziegenbein was referring to capturing a different part of the market not just the individuals that reside in the County that are not using the system but the visitor demographic that comes to this area. Member Ziegenbein responded that the larger the group will result in a larger economic impact. Member Ziegenbein commented on the opportunity partnership with VTA to work together to have the ability to create those types of passes that are customized to each of the key groups coming to the area in the upcoming dates. Mr. Hexter summarized the importance of a promotional effort.
Member Ziegenbein commented that part of selling San Jose is walkability and accessibility; therefore, if the key group is staying uptown but we have passes that will allow them to easily access downtown then they will be willing to bring their groups downtown to San Jose.
Member Hermone commented that this would be easy to accomplish since the group would have an identification card for the event and VTA could place the event flyers in the operator’s pouches to make aware that these individuals will be able to ride for free during that time period.
Member Julian stressed the importance of line and route convenience for service to Kaiser Hospital. Member Julian noted the need for detailed larger print maps to ensure that seniors are able to read the schedule and maps. Member Julian referenced a book of day passes that used to be sold for seniors/disable to use the day pass as needed and suggested that something equivalent to that type of pass be made available. Member Julian expressed concern regarding the cost to purchase a monthly pass due to the fact that seniors and disabled live on a fixed income.
Member Applegate expressed concern regarding schedules that are outdated and suggested that VTA Marketing Department work with others to ensure that the newest schedules are available. Member Applegate referenced the Grand Prix event and the term “bus bridge” and suggested that VTA use words that are more generic for people to understand the meaning. Mr. Hexter stated the importance to use generic wording especially around special events for customers to understand.
Member Hermone suggested that tokens be made available for seniors and disabled. Mr. Hexter summarized the importance for seniors and disabled to use a token system instead of a day pass. Member Hermone suggested having route schedules and connections listed on the poles. Mr. Hexter summarized the importance to provide more information, predictability, and convenience for customers.
Member Moore suggested a reduced fare for out of town visitors who show proof of occupancy at hotel in the area, which would produce incremental extra revenue for the system. Member Moore referenced Google transit and suggested that VTA look into this type of trip planning system where a customer enters origin and destination then it shows how to walk to the bus stop, bus connection time, transfers, and gets the customer to their final destination. Mr. Hexter summarized the need for trip planning.
Member Moore stressed the importance to make public transit more attractive by showing the amount of money it would cost to drive instead of using public transit. Mr. Hexter summarized cost comparison between driving and public transit. Member Moore suggested that individuals utilize, integrate, and take advantage of other transit systems, such as Caltrain, Altamont Commuter Express (ACE), and any other public transportation system. Member Moore noted the importance to coordinate schedules between other transportation systems as well as being able to purchase other transit tickets at VTA Stations and vice a versa.
Member Julian stressed the importance to have information available in accessible format for the blind and visually impaired. Mr. Hexter summarized the importance to provide information in accessible format, be aware of constraints and special design perimeters.
Member Bradley suggested that VTA use language that customers will understand; such as substitute bus service to note buses or transit will be rerouted especially during events to provide better information.
Member Hermone referenced the TransLink Program and noted the program will allow customers to use BART to light rail to buses with one ticket. Member Hermone referenced the suggestion that individuals provide their hotel key as proof to use the system for free or at a reduced rate and noted the possibility of homeless individuals misuse with the use of the hotel key.
Member Kincaid suggested that if an individual is attending a convention then the convention identification badge come with a $5 dollar TransLink card or unlimited rides good only for the days of the convention event.
Member Hermone commented that the TransLink Program is supposed to be similar to a BART ticket, such as a customer places the ticket into the machine for the fare, provides access for a ride, and provides the ticket balance. Member Hermone noted that the convention provides identification badges, which identify participants with their particular group then it only needs to be worked out with the convention and TransLink Program. Mr. Hexter summarized the need to redesign TransLink Program with a reasonable transferability between transit systems. Mr. Hexter noted the need for an easily identifiable way to encourage visitors to use the transit system.
Ms. Stevens responded that usually convention centers issue passes and operators are aware of the passes; therefore, noted the importance for hotels and visitor’s bureau to do a better job to issue transit passes. Mr. Hexter summarized that a system is in place.
Member Kishimoto stressed the importance of the use of the Global Positioning System (GPS) technology to look up information on-line regarding when the bus will arrive at your specific stop, which makes infrequent buses bearable. Member Kishimoto noted that the GPS technology is the key. Member Hermone responded that VTA has the GPS technology in the transit system.
Member Kishimoto commented that customers are not aware of the GPS technology. Member Hermone responded that the GPS technology is on-line. Member Kishimoto asked if a customer would be able to find information regarding a specific route line. Member Hermone responded “yes” and noted that the information is available on-line. Mr. Hexter summarized that the GPS technology exists right now and information is available.
Member Kishimoto noted the importance of user groups and the sharing of information.
Member Brownstein stressed the importance to ensure that ridership is available for individuals who require service to hospitals or health facilities. Member Brownstein noted that this type of service may be tailored service and may not make money on the front end; however, it shows that the system is providing accessible convenient service to hospitals and health facilities. Member Brownstein added that this type of service will increase a positive outlook on the part of the public towards VTA. Mr. Hexter summarized that even if that particular type of service is not profitable there are spillover effects that may generate public support for VTA as a system, which could translate into revenue.
Margaret Okuzumi expressed concern regarding the waste of time for customers when buses wait to coordinate with the schedule when they are early at a stop. Ms. Okuzumi expressed concern regarding bus driver taking unscheduled breaks; therefore, not adhering to bus schedules. Mr. Hexter summarized the importance to enhance ridership by adhering to schedules, making it more predictable, and customer responsive.
Mr. Stallman expressed concern regarding the City of San Jose’s policy to remove crosswalks out of intersections. Mr. Stallman noted that the City of San Jose should be placing refuge islands at major stops for buses to make it safer for pedestrians to cross the street. Mr. Hexter asked why the City of San Jose has implemented this type of policy. Mr. Stallman responded that the City of San Jose has a study that states that crosswalks located where there was no signal light were creating an illusion to the user that it was safe to cross.
Mr. Stevens expressed concern regarding the high fare to use public transit and the negative impact it has on low-income individuals. Mr. Stevens expressed support to offer weekly passes, which would be valid for the first half of the month and another for the second half of the month. Mr. Stevens noted that the weekly pass would assist families by making it affordable since they would not have to come up with the entire amount all at once. Mr. Stevens expressed concern regarding fare evasion due to lack of security, failure to enforce, and lack of proper signage. Mr. Stevens expressed support to work to convert fare evaders to become paying customers, which could generate $5 million if fare evaders convert to day pass users.
Mr. Hexter noted that the RIDE Task Force provided ideas on how to make the system more accessible in a variety of different ways to enhance ridership, such as to increase marketing and promotion, awareness, ease and convenience, cost effectiveness of transit, affordability, more accessible cost wise for people to access the transit system, designing the service in a way that better meets the needs of the traveling public, and using technology and information in ways that using the transit system is more transparent.
Co-Chairperson Campos expressed appreciation for the positive dialogue and expressed support for more informative discussions.
Mr. Tucker reminded the audience that if they had additional comments please forward the comments to RIDE@vta.org as a communication link to the RIDE Task Force.
Mr. Tucker noted that additional comments received through the link are attached in the RIDE Task Force Member’s binder and noted that there are additional opportunities for individuals to provide comments.
On order of Co-Chairperson Campos, there being no objection, the RIDE Task Force provided Ideas for Enhancing Ridership.
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