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Planning, Marketing and Operating The Three Legs of the Ridership Stool

Planning, Marketing and Operating The Three Legs of the Ridership Stool. FTA Region 1 Ridership Symposium May 21, 2008 Lowell, Massachusetts Ron Kilcoyne, CEO Greater Bridgeport Transit. Ridership is the Bottom Line.

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Planning, Marketing and Operating The Three Legs of the Ridership Stool

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  1. Planning, Marketing and OperatingThe Three Legs of the Ridership Stool FTA Region 1 Ridership Symposium May 21, 2008 Lowell, Massachusetts Ron Kilcoyne, CEO Greater Bridgeport Transit

  2. Ridership is the Bottom Line For every benefit that transit can offer a community, the greater the ridership, the greater the benefit.

  3. The “Legs” of Transit • Product Design • Promotion and Public Information • Product Delivery

  4. The First Leg – The Product • Service frequency • Service span • Route design • Directness • Coverage • Price • Access

  5. The First Leg – Service Levels Demonstrated Outcomes: • Study after study has revealed the single biggest factor to increasing ridership is the amount of service we provide - frequency, service span, coverage • Frequency often trumps speed or travel time as a factor of transit use • Everything else we can do to encourage and sustain ridership is moot without high levels of service • A high level of service takes dollars

  6. The First Leg – Service Levels

  7. The First Leg – Price Sell Time: • A majority of the cost of driving is fixed • When driving - individuals do not pay on a per trip basis The more you drive the more value that you get from your car - this concept should also apply to transit.

  8. The First Leg – Price Ziptrip – GBT Only Sells Time: $1.50 – 90 minutes $3.00 - all day $15.00 – 7 days $60 – 31 days

  9. The First Leg – Access • Stop segregating “internal” and “external” factors • Consider the whole trip • Identify barriers • Get engaged in development/urban design

  10. The First Leg – Business Districts • Become the mobility manager for dense commercial or mixed-use areas • Look for opportunities to reduce the demand for parking • Two of four transformative concepts • Eco passes • Car sharing

  11. The Second Leg – Promotion and Public Information • How easy can a new customer figure out how to use your system? • What can you do to entice new customers to sample your system? • What can be done to encourage existing customers to use other services you provide?

  12. The Second Leg – Promotion and Public Information The other two transformative concepts: • Automated trip planning • Real time information

  13. The Third Leg – Product Delivery The basics that keep the customer coming back: • Reliable – on time • Friendly drivers • Clean vehicles • Well maintained vehicle – breakdowns rare • Safe

  14. Conclusion Growing Ridership is Job #1 Growing ridership is an attitude There are no transit dependents Growing and sustaining ridership requires a holistic approach

  15. Thank You. Planning Marketing and OperatingThe Three Legs of the Ridership Stool Ron Kilcoyne, CEO Greater Bridgeport Transit

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