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Central Puget Sound Regional Fare Coordination System

Central Puget Sound Regional Fare Coordination System. Regional Program Administrator Seattle, WA. Cheryl Huston. March 18, 2013. Agenda. Governance Goals Overview Conversion Benefits Lessons learned What’s next?. ORCA gets you moving. RFCS Agencies.

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Central Puget Sound Regional Fare Coordination System

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  1. Central Puget Sound Regional Fare Coordination System Regional Program Administrator Seattle, WA Cheryl Huston March 18, 2013

  2. Agenda • Governance • Goals • Overview • Conversion • Benefits • Lessons learned • What’s next? ORCA gets you moving

  3. RFCS Agencies To implement a common “seamless” fare collection system – using smart card technology – for bus, rail and ferry travel in the Central Puget Sound region.

  4. Seven Governing Boards Joint Board Fiscal Agent RFCS Organization Operations Manager Regional Program Administrator Contract Admin Program Admin Regional Services System Operations Policy Development Public Information Seven Operating Agencies

  5. RFCS Goals • One regional card for all • Replace paper passes, tickets & tokens • Regional fare integration • Support and expand business accounts • Public acceptance • Customer satisfaction • Revenue and ridership data

  6. Overview • Five independent transit agencies • Agency-specific passes and paper transfers • Limited agreements for inter-agency media • Prior to smart card development: • Regional Fare Coordination program • Regional “PugetPass” • Interagency transfer acceptance

  7. Overview 1995-2000 2001-2005 2006-2010 2011+ Feasibility Study Operating Concept Full System Acceptance System Design and Testing System Updates RFP Development PLANNING & PROCUREMENT DESIGN IMPLEMENTATION OPERATIONS Prototype Demonstration Evaluation & Contract Finalization Beta Test 2006 Go Live 4/2009 Proposals Received

  8. Conversion • Limited distribution of no fee ORCA cards • Unlimited exchange for eligible Senior or Disabled riders • 2 hour transfer • Website launched • Street teams • Marketing campaign • Public acceptance

  9. Conversion • Limited ORCA rollout - 4/2009 • Big Splash - 9/2009 • Full System Acceptance -12/2011 • Total sales - $172 million • Cards issued - 1.3 million • Average weekday boardings – 350,000 • Percent of total boardings – 63%

  10. Benefits • Simplifies transfers • Faster, easier boardings • Accurate ridership data • Daily regional revenue reconciliation • Reduced types of fare media • Reduced cost of fare media production • Reduced staff resources to sell fare media • Increased customer benefits

  11. Lessons learned • Interagency operations and governance • Scale of change for agencies and customers • Card management • Vendor resources • System security • Data privacy • Underserved markets • Websites

  12. What’s next? • Special accounts • Retail card sales • Website redesign • Reaching new or underserved markets • New payment options • Evolving technology • Strategic planning

  13. Questions? Thank you Cheryl Huston ORCA Regional Program Administrator 206-398-5330 cherylhuston@soundtransit.org orcacard.com

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