TransLink Program Update & Bay Area Initiatives

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1 TransLink Program Update & Bay Area Initiatives Smart Card Alliance Transportation Council Jake Avidon Metropolitan Transportation Commission February 28, 2008 Smart Card. Smart Travel.

2 About TransLink

3 Background: Why TransLink? 20+ agencies operate transit in the San Francisco Bay Area Modes: bus, rail and ferry Each agency sets fares, establishes transfer policies, etc. 1.5 million daily boardings on Bay Area public transit Transit agencies collect about $570 million in fares each year MTC has legislative mandate to consolidate/coordinate transit services 3

4 TransLink Program Details Currently operating on 2 agencies Program will include 20+ agencies Regional electronic purse & agency-specific fare products Supports multiple fare options Distanced-based, Flat fare, zonebased, age-based discounts Uses dual interface smart card ISO Compliant Daily financial settlement between agencies Stand-alone & integrated devices Almost 4,000 card readers Multiple distribution outlets Golden Gate ferry AC Transit bus On-board reader 4

5 Program Management & Governance Multiagency program oversight MTC Regional planning and funding agency Holds Motorola contract; ERG Transit Systems is subcontractor TransLink Consortium member Transit Agencies Support for design, installation and operation Set fares TransLink Consortium members Pay for ongoing operation Contractor Developer and operator of TransLink Operating term is 13 years 5

6 Program Update

7 Key Achievements in the Past Year Moving cautiously from soft launch toward a marketing effort Limited marketing campaign began in Nov AC Transit coupled marketing with a temporary fare discount, which dramatically increased card use Active card base tripled from 5,000 to 16,000 cardholders over the past year Expansion to Additional Transit Operators Equipment installs at SF Muni are 89% complete Final stage of field testing began on Feb. 20 th Walgreens to become a TransLink distributor Placed orders for 550,000 more cards Walgreens is the first big chain to join the TransLink program 7

8 Marketing and Advertising Theme is convenience and speed Design of advertisements is coordinated across participating agencies Advertising will be on-board, on the outside of buses, and in newspapers 8

9 Average Weekday Transaction Volume Grew from 2,000 to 12,000 Average Weekday TransLink Ridership During the Past Year 14,000 AC Transit Golden Gate Ferry Golden Gate Bus SF Muni Total 12,000 10,000 8,000 6,000 4,000 2, /23/07 3/9/07 3/23/07 4/6/07 4/20/07 5/4/07 5/18/07 6/1/07 6/15/07 6/29/07 7/13/07 7/27/07 8/10/07 8/24/07 9/7/07 9/21/07 10/5/07 10/19/07 11/2/07 11/16/07 11/30/07 12/14/07 12/28/07 1/11/08 1/25/08 2/8/08 2/22/08 Week Ending TransLink Boardings

10 Card Distribution Activity Spiked at the End of 2007 Monthly TransLink Card Issuance by Distribution Channel Since Revenue Ready for AC Transit and Golden Gate Transit 10,000 RTC Discount Program TransLink Service Bureau Ticket Offices Third Party Distributor Reported Transit Operator Promotions Number of Cards 8,000 6,000 4,000 2,000 0 Nov-06 Dec-06 Jan-07 Feb-07 Mar-07 Apr-07 May-07 Jun-07 Jul-07 Aug-07 Sep-07 Oct-07 Nov-07 Dec-07 Jan-08 10

11 Card Base Grew Dramatically in Past Year Number of Active* TransLink Cards in Circulation Registered Cards** Unregistered Cards Number of Active Cards 20,000 16,000 12,000 8,000 4, /31/06 12/31/2006 1/31/ /28/ /31/ /30/ /31/2007 6/30/ /31/ /31/ /30/ /31/ /30/ /31/2007 1/31/2008 Month Ending *Active cards have been used to complete a transaction during the previous 365-day period. ** A registered card has patron identification information associated with it in the TransLink Service Bureau database. 11

12 Autoload Registrations Continue to Grow Cumulative Number of Cards Registered for Autoload Since Revenue Ready 10,000 8,000 6,000 4,000 2, Number of Cards 11/31/06 12/31/2006 1/31/2007 2/28/2007 3/31/2007 4/30/2007 5/31/2007 6/30/2007 7/31/2007 8/31/2007 9/30/ /31/ /30/ /31/2007 1/31/2008 Month Ending

13 Continued Program Challenges Operations on AC Transit and Golden Gate Transit Card reader performance has been somewhat erratic on AC Transit Customers having difficulty adapting to tag-on/tag-off boarding Difficult to build a card base starting with bus riders Interoperability and interagency transfer agreements are not yet available, which diminishes market potential Operating a system while also trying to expand the system has created some instability Expansion to Additional Transit Operators Caltrain and San Francisco Muni will come online this spring; BART will follow Schedule has slipped, but remains overall much better than initial implementation on AC Transit and Golden Gate Transit Equipment installation Integration with agency-specific equipment 13

14 Overall Schedule for Revenue Ready Milestones AC Transit Golden Gate Transit BART Caltrain SF Muni SamTrans VTA All Other agencies Full Implementation: MTC expects 600,000 daily customers, processing of 420 million transactions/year and automated settling of $300+ million/year Expansion: expand capability to parking meters and garages Exploring whether and how to upgrade cards 14

15 Other Bay Area Initiatives

16 Urban Partnership Program & BART s Cell Phone Pilot Program Urban Partnership Program Key element is new tolling capability on Doyle Drive, which is the San Francisco approach to the Golden Gate Bridge Proposal includes several other elements: Payment at parking garages with FasTrak toll-tag Payment at on-street meters with TransLink Integration of FasTrak and TransLink account management to make transportation payment more seamless for customers BART Cell Phone Pilot BART-specific initiative began in January 2008 Partnership with Sprint Phone is accepted at BART and Jack-in-the-Box restaurants Cell phone is linked to credit card and reloads automatically at $10 threshold; customer pays $45 and receives $48 in value 16

17 Questions Learn more at Jake Avidon, MTC TransLink Senior Program Coordinator (510) ,