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

• und

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

4

2012 2013 2014 20,000 15,000 17,500 22,500

• 107 pax / vehicle
• 21,870 per hour
• 115 pax / vehicle
• 23,500 per hour

22,900 20,300 21,500 May 2015 24,500

• Sept. 2015

26,500 25,000 27,500 National subway standard BART standard

• ~140 pax /

vehicle

• 28,610 per

hour

Highest Loads On Trains Today

Trans nsbay ay AM Peak k Hour/Direct ection

BART Ridership Growth

• Par

articip icipants ants shifte fted d peak ak travel avel by 7. 7.5% %

5

Singapore Travel Smart Rewards

 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 Overview

 Pilot

• t pre

reparation aration - ong ngoing ing  Pilot

• t launch

nch (targetin geting g spring ng 2016)  Program am monito itoring, ing, continu nuation ation of ongoing ing employ

• yer

er

• utr

treach ach & m & mark rketing ting (March rch – Sept t 2016)  Phase se I pilot ends s (Sept pt 2016)  Phase se II pilot

• t begins

ins (TBD) D)  Pilot

• t evaluatio

luation n

7

Program Schedule

A. . Engage Engage the e pub ubli lic c an and provid

• vide

e a q a qua uali lity ty BART T cu custom

• mer

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

• verall

all BART T satisfa isfaction ction

8

Goals and Objectives

BART Satisfaction

9 Transbay Peak Riders Less Satisfied than BART Riders Overall

Transbay Riders Overall BART Riders

Op Optim 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

• ve 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

• yer

r sup uppor

• rt

t for

• r flexi

xible ble wor

• rk

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

Goals and Objectives Continued

Personal Preference and Work Constraints Top Barriers to Shifting Schedules

11 11

Note: Respondents had option of selecting multiple barriers.

Is there anything that would prevent you from arriving at work before 7:30 or after 9:30 am on a regular basis?

5 10 15 20 25 Oth Other er after wo after work com rk commi mitm tmen ents/ac ts/acti tivit ities Oth Other er be before wo fore work rk com

• mmi

mitm tmen ents/ac ts/acti tivi vitie ties Othe ther Pa Parking rking at at hom

• me

e st stati ation Chil Child car d care s sched edul ule Work Work cons

• nstr

train aints (n ts (nature ature of wo

• f work)

rk) No Ba No Barr rriers iers Work

• rk con
• nstrain

straints ( ts (empl mployer

• yer doe

does s not pe

• t perm

rmit it) Pe Persona rsonal prefe l preferen rence

Percentage who indicated this as a barrier

Overall Project Goals

Ident entif ify strategies ategies to

• max

maxim imiz ize e program

• gram co

cost effec fectiv tiveness eness Ident entif ify soc

• cia

ial l eq equi uity ty im impac acts of

• f pil

ilot

• t program
• gram

Ident ntify ify lessons

• ns lear

arned ned to

• infor

form m future ure prog

• grams

rams

12

Goals and Objectives Continued

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 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

Marketing Approach

14

 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

Employer Outreach Approach

15

 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

Next Steps

SAN FRANCISCO COUNTY TRANSPORTATION AUTHORITY