Progress Update Citizens Advisory Committee Agenda Item 10 SAN - PowerPoint PPT Presentation

BART Incentives Pilot Program Progress Update Citizens Advisory Committee Agenda Item 10 SAN FRANCISCO COUNTY TRANSPORTATION AUTHORITY Januar ary y 27, 2016

Presentation Overview  Backg kgrou ound nd  Pro rogram ram scope e overview rview  Goals ls and objectives tives  Draft marke keting ting and emplo loyer yer outreac ach h approach ch 2

Crowding on BART 3

BART Ridership Growth Trans nsbay ay AM Peak k Hour/Direct ection • ~140 pax / Highest Loads On Trains Today vehicle 27,500 • 28,610 per hour 26,500 25,000 National subway standard • 115 pax / vehicle 24,500 • 23,500 per hour 22,500 22,900 • 107 pax / vehicle BART • 21,870 per hour standard 21,500 20,000 20,300 17,500 15,000 4 2012 2013 2014 May Sept. 2015 2015

Singapore Travel Smart Rewards • Par articip icipants ants shifte fted d peak ak travel avel by 7. 7.5% % 5

Program Overview  Opt Opt-in in pro rogra ram m for r up to to 25,000 part rticipants ipants  Custome tomer-fac acing ing mobile le-ena enable bled websit site  Incentiviz tivized ed behavio avior r earns s more points nts  Points nts tr trans nslate late int nto cash h re rewa ward rds s (via ia PayPa yPal)  Partic icipa ipation tion require ires s a Clippe pper r card 6

Program Schedule  Pilot ot pre reparation aration - ong ngoing ing  Pilot ot launch nch (targetin geting g spring ng 2016)  Program am monito itoring, ing, continu nuation ation of ongoing ing employ oyer er outr treach ach & m & mark rketing ting (March rch – Sept t 2016)  Phase se I pilot ends s (Sept pt 2016)  Phase se II pilot ot begins ins (TBD) D)  Pilot ot evaluatio luation n 7

Goals and Objectives A. . Engage Engage the e pub ubli lic c an and provid ovide e a q a qua uali lity ty BART T cu custom omer r experi erience ence  Reduc uce e peak k transbay bay crowd wdin ing g  Increase ase satisf isfac action ion wi with available ilable stand nding ing room and overall all BART T satisfa isfaction ction 8

BART Satisfaction Transbay Peak Riders Less Satisfied than BART Riders Overall Transbay Riders Overall BART Riders 9

Goals and Objectives Continued Optim Op imiz ize e av avai ailab lable le transb ansbay ay train ain ca capac acit ity y  Increase ase daily y Transb sbay ay ridership ship  Improve ove reliab abil ility ity by y reducing ng train dwe well l times es at down wnto town wn sta tatio tions ns Incr crease ease emp mploy oyer r sup uppor ort t for or flexi xible ble wor ork k sch ched edule ules  Reduc uce e share e of Transbay sbay riders rs reporting ing employ loyer er constra rain ints ts on wo work k schedules ules 10

Personal Preference and Work Constraints Top Barriers to Shifting Schedules Is there anything that would prevent you from arriving at work before 7:30 or after 9:30 am on a regular basis? Persona Pe rsonal prefe l preferen rence Work ork con onstrain straints ( ts (empl mployer oyer doe does s not pe ot perm rmit it) No Ba No Barr rriers iers Work Work cons onstr train aints (n ts (nature ature of wo of work) rk) Child car Chil d care s sched edul ule Pa Parking rking at at hom ome e st stati ation Othe ther Oth Other er be before wo fore work rk com ommi mitm tmen ents/ac ts/acti tivi vitie ties Other Oth er after wo after work com rk commi mitm tmen ents/ac ts/acti tivit ities 0 5 10 15 20 25 Percentage who indicated this as a barrier 11 11 Note: Respondents had option of selecting multiple barriers.

Overall Project Goals Goals and Objectives Continued Ident entif ify strategies ategies to o max maxim imiz ize e program ogram co cost effec fectiv tiveness eness Ident entif ify soc ocia ial l eq equi uity ty im impac acts of of pil ilot ot program ogram Ident ntify ify lessons ons lear arned ned to o infor form m future ure prog ograms rams 12

Marketing Approach  Media a ki kickoff f event nt  Str Street et teams s outreac ach  Geo-targ argeted ed online ine ads  Re Reward ards s for referrin ing g friends ds thro rough gh social al media ia 13

Employer Outreach Approach  Ge Gene neral ral emplo loyer er outr treac ach: h:  Business siness associa ciations tions  TMAS ASF F  Targ rgeted d outr treac ach: h:  Emplo ployer r partner ersh ship ip prog rogra ram  Employer er adver verti tises ses the e pro rogram am  Receives es techn hnical ical tools, ls, recogni niti tion, n, and rewar ewards ds 14

Next Steps  Fina naliz lize e inc ncentiv ntives es sche heme me  Finaliz lize e mark rketing eting and emplo loyer er outreac ach h appro roac ach h  Pre-test esting ing  Launch h activit vities ies 15

SAN FRANCISCO COUNTY TRANSPORTATION AUTHORITY