Hillary Foose Director Communication amp Marketing Background Fall 2011 Conducted public outreach for 25 increase to base fares Early 2012 Initiated Title VI analysis tabled fare increase discussion ID: 669232
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Slide1
Summary of Fare Change Feedback and Proposal
Hillary Foose
Director, Communication & MarketingSlide2
Background
Fall 2011 – Conducted public outreach for $.25 increase to base fares
Early 2012 – Initiated Title
VI
analysis; tabled fare increase discussion
Summer 2012 – Revised fare proposal to increase Express/RAPID base fare by additional $.25 to mitigate study findings
Sept. 2012 – Board approved public outreach program for revised fare proposal
Nov./Dec. 2012 – TMC, BFS and Phoenix City Council have provided approvalSlide3
Proposed Fare Changes for March 1, 2013Slide4
Current Fare Change Proposal
$.25 increase on local bus/
LINK/light rail
$.50 increase on Express/RAPID bus
ADA Dial-a-Ride: $4.00
for 1-Ride
2x 1-Ride local bus fare
Rural Route: $4.00 flat fare for 1-Ride
Changes from a distance-based fareSlide5
Current Fare Change Proposal
ASU/employer-issued passes
Fare increase
determined by
organization
Semester Pass
Would increase with
summer semester
Elimination of 3-day pass
Addition of 15-day passSlide6
Why a Fare Increase?Local, state and federal
funding have experienced
shortfalls in recent years
Despite streamlining and
cost-cutting, operating
costs continue to rise
The fare increase will help:
Preserve service
Keep pace with the cost of operationsSlide7
Fare Change Public Involvement
Online survey (1,047)
Fares@valleymetro.org (31)
Intercept surveys (300)Information tables (4 – numerous visitors)Open houses (11 – 93 attendees)
Public hearing
(1 – 24 attendees)
Webinar (1 – 22 attendees)
Tweet Chat (1 – 8+ participants)Slide8
Fare Change Communication
English/Spanish print advertising (5 ads)
D
oor hangers on buses w/o 10/1 (30k)
Take-ones on
buses/trains
w/o 10/22 (30k)
A-frame signs (35 transit locations)
Broadcast emails (3,500+ viewers)
Social media (80+ posts)
News releases (35 news stories)
Website (2,500 visitors to /
farechange)Slide9
Public Input: Transit UsageDo you primarily ride…Slide10
Public Input: Cost vs. ServiceWhich is more important to you?Slide11
Public Input: Budget ImpactUsing 1 to 10 scale, what impact would the fare change have on your budget?
68%
32%Slide12
Public Input: Continued UseUsing 1 to 10 scale, how likely are you to continue using public transit if the fare change occurs?
59%
41%Slide13
Public Input: Fare Change SupportUsing 1 to 10 scale, what is your level of support for the fare change?
21%
79%Slide14
Public Input: Open Feedback
Don’t raise prices, keep the same
Make the increase gradual
RAPID customers should pay moreFares should be similar to other regions
Fares have gone up, but not service
Run service later, more often
Better quality drivers
Call for greater service
14Slide15
Public Feedback ConclusionsCost and level of service are both important to riders
A majority of respondents oppose the proposed fare increase
However, majority will continue to use transit and have asked for increased service
15Slide16
Recommendation
Approval
of the
proposed March 1, 2013 fare increase and associated
changes
16Slide17
Fare
Recovery Projection
No
Fare IncreaseSlide18
Fare
Recovery Projection
With
Fare IncreaseSlide19
Fare Revenue ProjectionFY11 – FY15
19Slide20
Funding Public Transit
Local
and state tax
revenues fund about 75% of transit costs.
Passengers pay
about 25
% of the cost to ride
.
25%
75%Slide21
Proposed Fare Changes for Dial-a-Ride
Two times the 1-Ride fare
Fares will increase in:
Avondale ‒ Mesa ‒ Tempe
Chandler ‒ Peoria* ‒ Tolleson
Gilbert ‒ Phoenix ‒ Youngtown
Goodyear ‒ Scottsdale
Fares
will not increase
in: unincorporated Maricopa County, Sun City, Surprise
*Only on trips under the ADA guideline where it travels ½-mile from a fixed route serviceSlide22
Proposed Fare Changes for Other Services/Programs
Rural Route 685
Current fare is distance-based;
flat fare is proposed
Employer/ASU-Issued Passes
Fare increase determined
by employer/ASUSlide23
Fare Pricing in Other Cities
23
Service
Provider City
1 Ride
Cash
Fare
1-Day
Pass Local
31-Day
Pass Local
Dallas
$1.75
$4.00
$65.00
Valley Metro current
$1.75
$
3.50
$5.25***
$55.00
Valley Metro proposal
$2.00
$4.00
$6.00***
$64.00
San
Jose
$2.00
$6.00
$70.00
Minneapolis *
$2.25
NA
$85.00
Salt
Lake City
$
2.35
$
5.75
$
78.50
Portland **
$
2.50
$5.00
$100.00
San
Diego
$
2.50
$5.00
$72.00
Sacramento
$
2.50
$6.00
$100.00
Sources: Transit agency websites (10/12).
* Minneapolis – peak time pricing.
** Portland – All zone pricing.
*** Valley Metro - The price paid on fixed route buses (farebox)Slide24
Public Input Participation
Online survey and comment system
1,907 visitors to “Fare Change Input” section on ValleyMetro.org
98 participated in the electronic survey
Input via mail and email
138 comments received
Input via Public Hearings and printed surveys
71 participants
Input via Customer Service Phone line
3 registered comments
24