What Non-Riders Want. Presented by: Joey M. Goldman, Principal CTA Fall Conference, Oakland. November 17, 2016

Transcription

1 What Non-Riders Want Presented by: Joey M. Goldman, Principal CTA Fall Conference, Oakland November 17, 2016

2 I thank God every day that my children don t have to ride the bus. Parent of a high school student at a transit bus pass outreach event

3 What Do We Want to Achieve? Improve productivity Do more with limited resources Provide a preferred transportation alternative Serve a diverse set of demands Meet State and Federal Requirements Provide an efficient operation Provide better information Manage our operating costs Can we increase ridership? Nelson\Nygaard Consulting Associates, Inc. 3

4 What is our Mission? A corporate mission statement is usually a reminder to employees about the reason the company exists and why the company is determined to succeed. Quality Attract customers Provide the best Change the way To inspire Source: sophieelliston.files.wordpress.com Nelson\Nygaard Consulting Associates, Inc. 4

5 Is Mode Shift Part of the Mission? Our transit mission statements focus on operations and customer service. To improve the quality of life for the residents of Imperial County through a coordinated, accessible, affordable and efficient countywide transportation system. To consistently provide safe, accessible, reliable, courteous and affordable public transportation to diverse customers in the greater Bakersfield area. To provide a comprehensive transit service for the residents and visitors of Escalon that is clean, accessible, reliable, economical and safe. To be the premier public transit provider committed to safety, courtesy, quality, responsiveness, efficiency and innovation. Nelson\Nygaard Consulting Associates, Inc. 5

6 Whose Demands are We Trying to Address? Captive Transit Market Individuals with limited or no transportation choice Existing transit riders, including those who don t use transit exclusively Non-Captive Transit Market Individuals with full choice of options Nelson\Nygaard Consulting Associates, Inc. 6

7 Whose Demands are We Trying to Address? Captive Transit Market Individuals with limited or no transportation choice Existing Transit Riders, including those who don t use transit exclusively Non-Captive Transit Market Individuals with full choice of options Nelson\Nygaard Consulting Associates, Inc. 7

8 Whose Demands are We Trying to Address? Captive Transit Market We ask them questions like this: Individuals with limited or What no improvement is most important to transportation choice you? Existing Transit Riders, Earlier morning service including those who don t use Later evening service transit exclusively A bus stop near my house Weekend service More frequent service More comfortable buses Better information Lower fares Nelson\Nygaard Consulting Associates, Inc. 8

9 Whose Demands are We Trying to Address? Captive Transit Market Individuals with limited or no transportation choice Existing Transit Riders, including those who don t use transit exclusively And get answers back like this: Nelson\Nygaard Consulting Associates, Inc. 9

10 Whose Demands are We Trying to Address? We can segment Non-Captive the markets Transit and Market try to address different Individuals priorities with full choice of options Millennials Baby Boomers Commuters College Students People with Disabilities Promotion and expansion of vanpools Improved marketing/ information for public transit Financial incentives/ pass programs Rideshare matching Enhancements to local transit services (service span, service days, route design) Nelson\Nygaard Consulting Associates, Inc. 10

11 Whose Demands are We Trying to Address? Ridership is a function of: Value of Time Complexity Non-Captive Transit Market Individuals with full choice of options Control Convenience Cost Perception of Transit Users What do I have to give up to use transit? Nelson\Nygaard Consulting Associates, Inc. 11

12 Focus on Ridership Value of Time Complexity Control Convenience Cost Perception of Transit Users Nelson\Nygaard Consulting Associates, Inc. 12

13 Value of Time Census data comparing commute Non-Captive travel times Transit in major MarketUS urban areas shows transit can take Individuals 2-2½ times with drive full choice time. of options Nelson\Nygaard Consulting Associates, Inc. 13

14 Value of Time One way loops/ Indirect routing Long headways Frequent stops Traffic congestion Access to bus stops Source: CAT, Bismarck, ND Nelson\Nygaard Consulting Associates, Inc. 14

15 Value of Time Reallocating resources from coverage to frequency Coverage Frequency Nelson\Nygaard Consulting Associates, Inc. 15

16 Value of Time Sample Strategies: Rapid Bus Bus-only lanes, TSP, queue jump lanes, etc. Frequency Source: Wheels Bus EVERY 10 MINUTES Source: SFMTA Nelson\Nygaard Consulting Associates, Inc. 16

17 Complexity Are the routes easy to understand? Where to board? How much information is available? Source: CAT, Bismarck, ND Nelson\Nygaard Consulting Associates, Inc. 17

18 Complexity Routes: Bidirectional, fixed bus stops, clockface headways, comprehensive information at bus stops Source: Santa Rosa CityBus, Nelson\Nygaard Nelson\Nygaard Consulting Associates, Inc. 18

19 Complexity Engagement: Travel training, employer participation Fares Marketing: Clean, simple information tools Nelson\Nygaard Consulting Associates, Inc. 19

20 Control What am I giving up to use transit? Singing along to my favorite radio station Having me time/time to decompress Flexibility if I need to leave early or stop on the way Recent studies have shown people who focus on their work during their commute are more likely to be successful in their job and have greater job satisfaction. Tech firm riders on their commuter buses: Time to get work done Reduced stress from driving Wi-Fi improves productivity NOT: time to socialize Nelson\Nygaard Consulting Associates, Inc. 20

21 Control Amenities, customer courtesy, personal space Nelson\Nygaard Consulting Associates, Inc. 21

22 Control Safety net Nelson\Nygaard Consulting Associates, Inc. 22

23 Convenience What does it take to drive? Walk out of your house Get in car Drive Park at destination Nelson\Nygaard Consulting Associates, Inc. 23

24 Convenience What can make transit a more convenient option? Characteristics A complete and accessible pedestrian network Parking limitations/restrictions at origin or destination Tools Real-time information about transit arrivals and departures On-demand transportation through phone apps First- and last-mile links to transit Nelson\Nygaard Consulting Associates, Inc. 24

25 Lake Del Norte Mendocino Humboldt Tehama El Dorado Madera Shasta Tulare Butte Merced Imperial Tuolumne Nevada Orange Placer Fresno Riverside Sutter San Luis Obispo Stanislaus Yuba Kern Kings Monterey San Joaquin San Bernardino Santa Barbara Santa Cruz Marin Sonoma Lassen San Diego Los Angeles Napa San Mateo Yolo Solano Ventura Contra Costa Sacramento Alameda Santa Clara San Benito San Francisco Cost Housing + Transportation Affordability Index in California 90% 80% 70% 60% 45% Affordability Threshold 50% 40% 30% 20% 10% 0% Housing Affordability Transport Affordability Source: Center for Neighborhood Technology, American Community Survey 5-year Estimate (2013 ACS) Nelson\Nygaard Consulting Associates, Inc. 25

26 Cost Fare-free transit attracts riders: Mankato: 51% more riders in first year with student transit pass; Missoula: 36% more riders in first year. Nelson\Nygaard Consulting Associates, Inc. 26

27 Perception of Transit Users How bus riders are different that I am: Old Have disabilities People on welfare/don t have jobs Can t afford a car Students Minorities Immigrants Nelson\Nygaard Consulting Associates, Inc. 27

28 Perception of Transit Users Marketing: Transit agencies with people providing testimonials Nelson\Nygaard Consulting Associates, Inc. 28

29 Perception of Transit Users Marketing: Creating a brand and product people can be proud of Nelson\Nygaard Consulting Associates, Inc. 29

30 Conclusion Other factors may also support ridership growth Different priorities will resonate with different markets Addressing non-captive markets is part of the approach for building ridership, but maintaining and improving service for the captive markets is important to address agency mission Nelson\Nygaard Consulting Associates, Inc. 30

31 Thank You! Joey Goldman, Principal NELSON\NYGAARD CONSULTING ASSOCIATES 2016