HomeMy WebLinkAbout1992-10-13 - AGENDA REPORTS - PROMOTIONAL FREE RIDE TRANSIT (2)CONSENT CALENDAR
DATE:
SUBJECT:
DEPARTMENT:
AGENDA REPORT
October 13, 1992
City Manager Apprc
Item to be presented
USE OF FREE RIDE TICKETS AS A PROMOTIONAL TOOL FOR
THE LOCAL TRANSIT SYSTEM
Public Works
As noted in the analysis of the transit system conducted by Arroyo Seco Associates, the local
transit network has not been marketed. If the City intends to encourage transit usage,
improve air quality and reduce traffic congestion, significant ridership growth will need to
occur. Aggressive promotion is a critical component to attaining this growth.
Market research has shown that even when people are fully aware of the transit services
available and hold a positive image of the transit system, "fear of the unknown" will keep
prospective customers from sampling the system. Inducements, such as free ride coupons
have been shown to be effective in encouraging people to try transit; and once they try it,
they are more likely to continue using transit.
Transit division staff are proposing to distribute free ride coupons in specific controlled
situations designed to reach out to new adult riders. Initially, coupons would be distributed
at Metrolink inaugural festivities as an enclosure in the new transit system timetables and to
businesses and residents in areas served by service extensions and changes. In the future,
coupons would be distributed to households and employers in areas where service is
improved or where ridership is weak. In all instances, coupons would have an expiration
date to provide an added incentive for immediate use and to prevent a proliferation of
coupons in circulation at any one time.
A positive revenue impact is anticipated. Although some customers using coupons could be
current riders, most users would not have ridden the bus without the coupon, therefore would
not represent a loss of revenue. The transit system would generate revenue from a customer
return trip and any succeeding trips the customer makes now that they sampled the system.
AP, P, InUuED Agendaltem:-at
Free Ride Tickets
October 13, 1992
Page 2
Free ride coupons is a vehicle used by many transit system throughout the country and has
been shown to be an effective marketing tool adding value to whatever promotional efforts
the coupon is used in conjunction with.
Authorize Santa Clarita Transit to issue free ride coupons for use on the local fixed route
network. These coupons would have an expiration date and distribution would be controlled
with the intent of attracting new adult riders to the local transit system.
ATTACHMENT
Sample Coupon
RK:gmm
freeride.agn
Front
This coupon entitles h
ride on any Santa cll
fixed route bus