Center for Urban Transportation Research University of South Florida. Project Overview. Ridership Impacts of South Florida s Easy Smart Card

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1 The Impact of Implementing a Contactless Smart Card System on Miami-Dade Transit and its Customers Ann Joslin William Morris CUTR Webcast May 1, 2014 Center for Urban Transportation Research University of South Florida Project Overview Ridership Impacts of South Florida s Easy Smart Card Sponsored by the National Center for Transit Research with funding provided by the Florida Department of Transportation 2 1

2 Project Overview The Legislature recognizes the importance of encouraging the seamless use of local and regional public transportation systems by residents of and visitors to the state wherever possible. The paramount concern is to encourage the implementation of fare collection systems that are interoperable and compatible with multiple public transportation systems throughout the state , Fla. Stat. This project would not have been possible without the full cooperation of Miami Dade transit staff. Thank you for your efforts! 3 Project Objectives Identify fare policy choices made in conjunction with deployment Identify card distribution practices at sales outlets and via the internet Examine the degree to which employers or institutions are participating Analyze data on fare policy and pricing Examine sales, revenue and consumption Summarize lessons learned 4 2

3 Questions to be Addressed Which customers are switching from traditional fare media to EASY Cards? What is the growth rate of EASY Card use? Which fare categories are most impacted by EASY Card? Which modes are configured to accept EASY Cards? Which modes are experiencing the greatest utilization? What are the purchasing trends with cash versus other fare media? 5 System Overview The Who Metrobus - Approximately 90 fixed-routes Metrorail 22.6 mile elevated heavy rail Metromover 4.4 mile elevated people mover Special Transportation Services (Paratransit) Fleet of 799 vehicles as of

4 System Overview The Why Replace antiquated fare collection system with more reliable technology Facilitate seamless travel Streamline fare policies and media Enhance bus boarding speed Reduce fare evasion and cash handling 7 System Overview The What Contactless Smart Card System and Regional Fare Vending and Collection System Plastic card with microchip Recognizes fare class and fare category Can be loaded with up to $150 in stored value Paper card with microchip Stores 1 and 7 day passes Can be loaded with $40 stored value Auto reload Balance protection 8 4

5 System Overview The What Metrobus Farebox Metrorail Faregate Ticket Vending Machines Ticket Office Machines Retail Point of Sale 9 EASY Card System Rollout Outreach began in 2008 for 2009 introduction Advertisements on buses, trains, stations Produced in English, Spanish and Creole Mock vending machines at stations and terminals Television and radio 500,000 free introductory EASY Cards 24/7 customer assistance at stations for 16 weeks following implementation Commitment, Commitment, Commitment!! 10 5

6 Highlights of Fare Policy Changes and Incentives Metrorail customers required to switch to Easy Card/Easy Ticket Metrobus customers transfer for free from bus to bus if using Easy Card/Easy Ticket Cash paying Metrobus customers must pay $2.00 each time they board Free Fare Categories: Golden Passport, Patriot Passport, and Annual Social Security Benefit also require an Easy Card/Easy Ticket for boarding 11 Sales and Transactions Ticket Vending Machines (TVMs) Ticket Office Machines Sales via the internet Ticket outlets 12 6

7 Ticket Vending Machines 62 full service TVMs 34 cashless TVMs Located at all 23 Metrorail stations and 3 other locations TVMs are by far the most popular and most utilized Total sales of $84.82 million over three years 13 Annual Ticket Vending Machines (TVM) Sales (FY FY 2012) $35,000,000 $30,000,000 $24,556,459 $28,766,653 $31,497,119 $25,000,000 $20,000,000 $15,000,000 $10,000,000 $5,000, % $0 9.5% Percentage Growth Total Revenue 14 7

8 Annual Ticket Vending Machines (TVM) Sales Broken Down by Transactions for EASY Cards vs. EASY Tickets (FY FY 2012) 3,000,000 2,500,000 2,000,000 1,500,000 1,000, , ,652,315 2,989,220 1,985,738 1,793,926 2,105,800 2,181,131 FY 2010 FY 2011 FY 2012 Easy Cards Sold Easy Tickets Sold 15 Annual TVM Sales by Form of Payment (FY FY 2012) $25,000,000 $19,076,543 $22,158,549 $23,577,184 $20,000,000 $15,000,000 $10,000,000 $5,000,000 $5,038,081 $6,528,401 $7,840,379 $0 FY 2010 FY 2011 FY 2012 Credit Cash 16 8

9 Ticket Office Machines Four Ticket Office Machines (TOMs) purchased TOMs are different than TVMs because they are used at personally staffed sales outlets Primary TOM is at Government Center, which has full service capabilities and can accept cash, credit/debit cards, and checks 17 Annual Ticket Office Machines (TOM) Sales Broken Down by EASY Card and EASY Ticket Transactions (FY FY 2012) 140, , ,000 86,568 99, ,000 77,187 80,000 60,000 40,000 43,112 58,176 Easy Tickets Easy Cards 20,000 - FY 2010 FY 2011 FY

10 Annual TOM Sales by Form of Payment (FY FY 2012) $3,249,933 $3,500,000 $3,000,000 $2,500,000 $2,000,000 $1,287,889 $1,572,543 $1,716,237 $1,693,895 CreditCard Checks $1,500,000 $1,000,000 $500,000 $564,519 $906,808 $722,101 $1,502,208 Cash $0 FY 2010 FY 2011 FY Point of Sale Unit 86 retail outlets sell EASY Cards and EASY Tickets Each retailer is equipped with a Point of Sale Unit (POSU) Only data on sales were available; no data on transactions 20 10

11 Miami-Dade Transit Outlet Revenues: Total Annual Revenue, FY (Excluding August- September) $10,000,000 $9,500,000 $9,420,916 $9,762,700 $9,000,000 $8,500,000 $8,257,418 $8,000,000 $7,500,000 FY 2010 FY 2011 FY 2012 Annual Revenue 21 Internet sales are limited to 5 fare types: Stored Value Monthly Pass Monthly Pass plus Parking 1 Day Pass 7 Day Pass Sales Via the Internet Stored value is similar to having a gift card at a retailer. The card starts out with a stored value until the face value has been spent Internet sales were modest but growing over the period Stored value is the most popular purchase 22 11

12 Ticket Vending Machines Outlet Sales Ticket Office Machines 5/1/2014 Web Sales: All Types, Total Revenue (FY ) $659,123 $700,000 $467,797 $600,000 $235,740 $500,000 $400,000 $172,900 $134,300 $242,900 $300,000 $200,000 $64,570 $56,970 $61,080 $31,122 $72,124 $101,738 $100,000 $0 FY 2010 $14,770 FY 2011 $24,495 $18,190 FY Day Pass 7 Day Pass Monthly Pass + Parking Monthly Metropass Stored Value 23 Total Cumulative Sales - All Outlets and Programs, FY $90,000,000 $85,000,000 $80,000,000 $75,000,000 $70,000,000 $65,000,000 $60,000,000 $55,000,000 $50,000,000 $45,000,000 $40,000,000 $35,000,000 $30,000,000 $25,000,000 $20,000,000 $15,000,000 $10,000,000 $5,000,000 $0 $84,820,231 $31,615,459 $13,216,131 $2,357,819 $2,354,839 $1,164,615 Internet Sales Corporate Discount Program Sales Colleges and Universities Sales 24 12

13 Impacts on Corporate Discount Program Corporate Discount Program (CDP) allows participants to save on commuting costs through group discounts and pre-tax savings The CDP provides 1-Month transit passes on EASY Cards, good for a month of unlimited rides on Metrobus and Metrorail The regular price of an MDT monthly pass on an EASY Card is $100 per month Employers expressed interest in participating when the CDP offers a web-based application 25 MDT Participating Employers: FY FY 2010 FY 2011 FY 2012 Number of Participating Employers 26 13

14 Total Sales for all Participating Employers: FY $790,000 $788,000 $786,000 $784,000 $782,000 $787,264 $788,786 $780,000 $778,000 $778,789 $776,000 $774,000 $772,000 FY 2010 FY 2011 FY 2012 Total Sales for all Participating Employers 27 Colleges and Universities In 2010, there were 30 colleges and universities participating. (40% increase by 2012 with 42 institutions participating) Monthly Easy Tickets distributed to the institutions who sell to students FIU and Miami Dade College have dedicated websites promoting the program Ridership data was not definitively available 28 14

15 Number of Participating Institutions, By Year: FY FY 2010 FY 2011 FY 2012 Number of Participating Institutions 29 Total College/University Sales: FY $420,000 $410,000 $411,250 $400,000 $390,000 $380,000 $375,365 $378,000 $370,000 $360,000 $350,000 FY 2010 FY 2011 FY 2012 Total College/University Sales 30 15

16 Highlights of Fare Policy Changes and Incentives Incentives for colleges and universities include the flexibility of purchasing Easy Tickets for $50 (half price) FIU and Miami Dade College have dedicated websites to promote Easy Ticket Employers benefit by having the monthly pass automatically loaded on participant s cards 31 Ridership Impacts - Metrorail By policy, all fares on Metrorail were required to be paid by Easy Card/Easy Ticket Metrorail had year over year increases in ridership, but could not be attributed to implementation of Easy Card Of the 50.8 million passenger trips, 16.8 million (33%) were paid with Easy Ticket and 33.9 million with Easy Card (67%) Between 2011 and 2012, Easy Ticket passenger trips increased while Easy Card passenger trips declined 32 16

17 Ridership Impacts - Metrorail Most common fare category is Stored Value Full Fare with monthly Corporate Discount Program the second most popular fare category The fare categories of Stored Value Elderly and Annual SSB remained steady at about 2.2 million annual passenger trips 33 Ridership Impacts - Metrobus Metrobus achieved 69 percent of all trips paid by Easy Card/Easy Ticket Metrobus had a modest increase in both Easy Card and Easy Ticket Ridership between 2011 and 2012 CDP ridership grew by 19 percent between 2011 and

18 Synthesis and Conclusions The Fare Collection System has been widely accepted with 3 of every 4 trips on Metrobus and Metrorail paid by Easy Card/Easy Ticket Easy Cards have a much greater prevalence of use than Easy Tickets; however, Easy Tickets have grown in use on Metrorail Metrobus passengers use Easy Card by a 4 to 1 margin over Easy Tickets Ridership increases and/or declines could not be attributed to implementation of AFCS 35 Synthesis and Conclusions Incentives Metrorail only accepts Easy Card/Easy Ticket Bus passengers can transfer for free by paying with Easy Card/Easy Ticket Relative ease of purchase Monthly regional pass for use on Tri-Rail and MDT Easy Cards are now issued to every customer of Special Transportation Services (STS) paratransit service 36 18

19 Combined Easy Card/Easy Ticket Ridership Compared to Total Metrobus + Metrorail Ridership, FY ,363,143 96,538, ,000,000 90,000,000 80,000,000 70,000,000 60,000,000 50,000,000 40,000,000 30,000,000 20,000,000 10,000, ,904, % 70,805, % Total Easy Card/Easy Ticket Metrobus + Metrorail Ridership Easy Card/Easy Ticket Ridership as a Percentage of Total Ridership Total Metrobus + Metrorail Ridership 37 Lessons Learned Don t rush create a reasonable implementation schedule Carefully evaluate fare policy and structure and incorporate desired changes before introducing the AFCS Create a thorough and well-designed card distribution plan, with special attention to the needs of corporate customers Engage agency representatives from all functional areas to plan and deploy. Thoroughly document business practices for each department to make post-implementation smoother and more efficient 38 19

20 Lessons Learned Anticipate the need for additional financial and accounting staff Create a business processing system closely aligned with the Information Technology function Pre-define reporting requirements and data needs by functional area, but be flexible for future reporting needs Anticipate significant benefits in terms of enhanced system functionality, control, ridership and revenue reporting, and data reliability 39 Contact Information Ann Joslin joslin@cutr.usf.edu William Morris wpmorris@cutr.usf.edu 40 20