SALT LAKE CITY HIVE PASS Pilot Program of Salt Lake City and the

Utah Transit Authority

EVALUATION

2

Executive Summary

Hive Passes were sold to Salt Lake City residents for a seven month time period

A total of 3,200 passes were sold during this timeframe

Approximately 100 Hive Passes were sold to organizations that provide services to low income residents.

The Hive Pass program added approximately 300 new transit riders to the overall transit system (UTA data). These were people who had never ridden transit before.

233 Hive Pass users participated in an online survey and provided the following feedback:

Among those who had ridden transit before, there was a significant increase in the frequency of transit use.

Seventy percent of Hive Pass holders use transit three times a week or more.

More than 90% of Hive Pass users are satisfied with their Hive Pass.) More than 90% would purchase it again.

UTA data shows close to 160,000 new boardings between March and November due to Hive.

UTA data showed that Hive Pass users typically make shorter trips than the UTA average.

Migration between UTA products (for example the monthly passes to Hive Passes) was instantaneous, whereas new riders were slower to respond. Negative feedback was received in the following areas: 1) In person purchase requirements were restrictive and 2) a year was too long. This suggests that moving to a monthly structure may be more popular.

Residents have been highly supportive of the program. There have been approximately 100 hits a day on the website since October and hundreds of comments have been submitted in support of reintroducing the program.

3

Program Description

The Hive program was intended to increase ridership from City residents who dont ride public transit frequently, or who struggle to afford the standard fare. The pass was created from the belief that a significant number of residents would ride transit or would ride more often if the fare were more affordable and convenient. This pass was only available to City residents between the dates of March 1, 2014 and September 30, 2014, including a one month extension to the original pilot period.

The Hive Pass cost $360 if paid in monthly payments and $350 if paid in one, up-front payment. The pass price is equivalent to 12 non-premium fare trips per month.

To effectively evaluate this program, predetermined goals were designed to establish a baseline for effectiveness. SLC and UTA agreed to following goals:

Main Program goals included:

Increased ridership Increased revenue (or increase in ridership with stable revenue) No increase in operating costs

Less tangible program goals:

Improved resident quality of life Improved air quality Reduced congestion Reduced auto-related land use Better access to jobs A more vibrant city Increased information about ridership and trip patterns

The evaluation plan for the Hive program is based on the criteria from the primary goals, increase in ridership and revenue with partial success if ridership is increased and no revenue is lost. In conjunction, both parties agreed to the evaluation to inform revision and continuation of the program.

Data to perform the evaluation came from UTA automated passenger counts and analysis, a user survey, and anecdotal evidence.

4

Program Implementation

SLC was responsible for the administration of the Hive Pass Program. The operating and capital costs for the program were approximately $155,000. Resources within the existing and approved City budget were used to cover the cost of employee time, materials and equipment, advertising and promotion, and for supplemental resources required for changes to the Public Utilities billing system, which was used to process Hive pass billing.

Three sales locations were available during the entire pilot period,

1- Salt Lake City and County Building (451 S State St) 2- Public Utilities and Sorenson Unity (1383 S 900 W). 3- Mobile sales from March through May were also offered including evenings and weekends at

several locations throughout the City.

Hive Pass sales were launched on March 1, 2014, with a pre-sales event occurring in February to beta test procedures. The City issued passes to residents through September 30, 2014. Hive Pass sales to low income residents continue through a sponsored voucher program.

Several Departments and Divisions of the City participated in the sales of the Hive Pass, including the Transportation Division, Public Utilities Department, Treasurers Office, and Finance Department.

Documentation and controls included procedures for recording each pass, a designated person to maintain all records, inventory of which department sold which passes, routine audits, and itemized invoices from SLC to UTA.

Marketing and Outreach

Hive Passes were marketed to all City residents with an additional emphasis on incoming new residents. Information about the program was distributed through local businesses, schools, newspapers, online, and on signs at city events. Bilingual flyers (English/Spanish) were made available at the three sales locations, and were distributed to almost all school children in take-home packets. In conjunction, the Transportation Division and Mayors Office provided information to customers online and over the phone. A stakeholder group was created to promote the Hive pass program. The marketing approaches consisted of traditional advertising (radio, television, and newspaper), social media, and attendance at events such as the summer farmers market and Twilight Concerts.

Outcomes

The Hive Pass Pilot Program had multiple outcomes, with costs and benefits for the City, UTA, residents, and others. Outcomes are summarized into five categories as explained in the following sections: Sales Results, Ridership Results, Financial Results, Customer and Public Results and Unexpected Results.

5

Sales Results

The following figures show passes sold by month and by council district

Figure 1 shows total passes sold by month

Figure 2 shows the distributions by Salt Lake City Districts.

Ridership Results

To determine the impacts of Hive ridership on the system, UTA analyzed ridership data from several different sources. UTA analyzed trips per pass per day and total passes bought during the life of the Pilot. In conjunction, UTA monitored average trip lengths per transit mode. To further understand the trends UTA conducted three statistical tests: Time Series Analysis, Two Sample T Test, and One Way ANOVA. Statistical tests of ridership change were inconclusive.

Ridership Trends

Figure 3, below, shows the residential locations of those who purchased the Hive pass. The majority of Hive purchasers live between State Street (West) and the University of Utah (East) and North Temple (North) and 400 south (South).

46

1005

403 319 260 279 403 353

0 400 800

1200

# Pa

sses

Figure 1: Passes Sold/Month

296 329 543

905

497 188 282

0 200 400 600 800

1000

D1 D2 D3 D4 D5 D6 D7

# Pa

sses

District

Figure 2: Passes Sold/District

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Figure 3 Hive Passes Distribution by Residential Address 3,347 Registered Passes Issued by End of November. Figure 4 shows aggregate monthly passes and sales with the highest daily sales toward the beginning of each month.

Figure 4

Below, figure 5 shows daily Hive boardings by Hive Pass users. Daily boarding compared to daily users is high, signifying multiple boardings per day by Hive Pass users and an increase in boardings per user across the pilot period. About one-third of Hive Pass holders use the system on any given weekday.

0 20 40 60 80 100 120 140 160 180

0

500

1,000

1,500

2,000

2,500

3,000

3,500

3/1/2014 4/1/2014 5/1/2014 6/1/2014 7/1/2014 8/1/2014 9/1/2014

Daily

Sal

es

Tota

l Sal

es

Salt Lake HIVE Pass Daily and Total Sales

Daily New Passes Sold Total Passes Sold

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Figure 5 Shows a contrast of how many trips each daily user took.

Below, figure 6 shows the modes of transit Hive Pass holders used during the pilot program. The nine percent of trips on FrontRunner commuter rail are likely to destinations outside the City and may not be consistent with the goals of a resident pass program. Figure 7 shows the previous methods of payment Hive Pass holders used to ride transit including the 7 percent who were new to the system.

Distribution of boardings Previous Methods of Payment

Figure 6 Figure 7

- 500

1,000 1,500 2,000 2,500 3,000 3,500 4,000 4,500 5,000

Salt Lake HIVE Pass Weekday Boardings and Users

Daily Boardings Daily Users

Bus 51%

FrontRunner 9%

Streetcar 2%

TRAX 38%

Bus FrontRunner Streetcar TRAX Cash New Pass

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UTA compared the average trip frequency of customers using their previous fare type to the average trip frequency of those now using the Hive pass. Adding together all the trips from new riders plus additional trips from existing riders, UTA shows 159,214 new boardings between March and November due to Hive.

Conclusion An analysis of ridership changes based on UTA bus system automated passenger count data and UTA electronic fare card tap data proved inconclusive. However, an estimate of ridership impact based on information provided by each Hive Pass purchaser allowed UTA to estimate that the Hive Pass program produced 159,214 new boardings between March and November.

Financial Results

As provided in the evaluation plan for the pilot, UTA and the City agreed to review total monthly revenue, collections from ticket vending machines, farebox receipts, pass sales and application data regarding prior fare payment method. Because cash payments, pass sales and daily ridership are highly variable it is difficult to observe large, systemic changes in revenue that can be accurately attributed to Hive Pass sales.

Hive Pass purchasers provided information about their prior transit fare payment and this information is used to estimate the financial impact of their purchase. The variables in this estimate include whether and how often the Hive Pass purchaser rode transit and purchased fares and passes; the types of fares and passes purchased; and the frequency of transit ridership before and after purchasing the Hive Pass.

Of the Hive Pass purchasers, 51 percent previously paid cash fares, 17 percent used Farepay cards, 23 percent purchased monthly passes, and nine percent were new riders. In any scenario, UTA gains ridership and revenue from new riders and loses revenue from prior cash payers and monthly pass purchasers. UTA may gain or lose from prior Farepay purchasers depending on the frequency of their ridership. Based on this data, UTA estimated a negative financial impact of between $110,000 and $340,000 due to the Hive Pass.

The range in estimates is a function of different assumptions about how many months people would have purchased monthly passes, how often people rode paying with cash and Farepay, and whether people paid full cash fares or a discounted fare (half fare for seniors, for example).

IPR Analysis

A second measure of financial impact is Investment per Rider (IPR), which is the amount that the tax payers subsidize each rider; it is the amount that is not covered by fare payments. The current 2014 IPR without HIVE is $4.06... When Hive revenue and ridership is added to the equation IPR is $4.05. The IPR benefit (a lower IPR is good), results from a decrease in revenue, compared with an increase in ridership, especially new riders to the system. .

Customer and Public Results

During September 2014, a customer service satisfaction and ridership survey was sent to Hive Pass holders via email. The survey asked riders to evaluate various elements of the service as well as their overall satisfaction. Specific questions focused on rider behavior, including frequency of usage

9

before and after the Hive Pass purchase. A total of 233 responses were collected. While the survey respondents comprise a small portion of Hive Pass purchasers, who, in turn, are a smaller portion of City residents, it does give some insight into the attitudes of Hive Pass users. Highlights are provided below, and the full survey is included in the Appendix.

Customer satisfaction is high.

Hive Pass service is drawing new and non-traditional riders. 30% used a non-transit mode previously (most preferred using an automobile).

10

Ridership patterns changed as a result of having a Hive Pass.

Nearly 80% of the respondents want the program to continue next year.

11

Customer feedback to the City and UTA through social media and customer feedback channels was overwhelmingly positive. Residents appreciated the pricing and convenience of the pass. Most complaints concerned the in-person application and documentation requirements and the ending of the pilot program period.

More than a dozen media reports were published about the Hive Pass. As summarized in the table below, media reports covered the launch and end of the pilot, the air quality benefits of transit use, the positive customer experience with Hive and the ridership increase associated with the program.

HIVE MEDIA REPORTS DATE: MEDIA OUTLET: HEADLINE: 12.5.13 UtahPolicy.com A Pass in Every Pocket: Salt Lake City and UTA Encourage Residents

to Help Improve Air Quality by Signing Up for New Transit Program 02.28.14 The Salt Lake Tribune SLC resident transit passes go on sale 03.01.14 KSL TV / Deseret

News UTA, Salt Lake City team up to offer unlimited, annual Hive Pass

03.01.14 Fox13 Pilot program provides single-price pass for public transportation 03.01.14 KUTV.com UTA Hive Pass Available For SLC Residents 03.04.14 KUED7 Salt Lake City UTA Discount City Resident Pass 03.06.14 KUTV.com UTA Hive Pass Off to Good Start 03.08.14 The Salt Lake Tribune Letter: Make UTA passes available to more 03.10.14 KUER 90.1 Transit Ridership Jumps 03.10.14 The Salt Lake Tribune Utah sees major transit growth and hopes to double ridership by

2020 08.25.14 KCPW.org Officials Discuss Local Challenges of Regionally-Minded UTA 08.29.14 KUTV.com UTA extends offer for discounted annual pass 08.30.14 Deseret News Salt Lake City Hive Transit Pass pilot program extended through

September 09.29.14 The Salt Lake Tribune Hive Pass pilot mass-transit program ends 10.01.14 Deseret News Hive Pass program moves to evaluation phase

Unanticipated Results

Reaction to the Program

Residents were thrilled with the launch of the program. A few residents with a great deal of appreciation for the pilot program became ambassadors of the Hive program through their neighborhood and their social networks. This effort was effective and costless. Community activists and elected officials also became enthusiastic supporters of the Hive Pass. However, some of this enthusiasm turned to criticism as the pilot ended.

HIVE Pass Voucher

A fundamental objective of Hive pass service was to improve City ridership among low-income residents. In July 2014, the Hive Pass Voucher program was established. It allowed service providers to purchase in bulk Hive passes and distribute them among their qualified clients. To date this program has provided over 100 passes to underserved residents.

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Lessons Learned

The Hive Pass pilot program provided many valuable lessons to the parties. Both UTA and SLC witnessed the difficulty in ending a pilot of a popular program. The program was time bound from the beginning; however, residents were not pleased with its conclusion. The parties underestimated the challenges of marketing and communication. In retrospect, marketing should have been much more extensive and should have begun several months before the commencement of sales. The parties also underestimated the confusion caused by launching the Hive Pass during the launch of a competing program Farepay. The parties did not reach out to potential partners, such as, landlords and low income service providers, as effectively as they could have.

In the area of ridership, two lessons were learned; first there was a noticeable increase in shorter trips in the city limits, confirming the assumption that fares may be a deterrent to short trips. Second, the parties observed that migration of current monthly pass purchasers to the more economical Hive pass was instantaneous, whereas, new riders were attracted slowly and in much smaller numbers.

The parties learned that the in-person application process was restrictive. Few transactions today require an in-person appearance, multiple forms of documentation, and photo identification. Also, the parties learned that an annual commitment was a barrier to many potential purchasers. Many transit pass purchasers buy passes for a few months of the year and pay cash during times that their trips are less frequent.

Finally, the Hive Pass pilot program confirmed that the parties can experiment with innovative programs for residents and can do so in a controlled manner that minimizes risk and provides valuable information for improving services to the public.

Recommendations for the Future

The parties recommend that a revised resident pass program be developed based on UTAs existing Co-Op program. The features of the program should include the following:

Monthly pass purchases using one photo ID Hive Pass. The pass could be activated/deactivated for those months that the purchaser makes an advance monthly payment.

Follow the Co-Op pricing of a 20 percent discount by UTA, a 30 percent subsidy by the City and a 50 percent payment by the purchaser.

Offer the pass for local service only. This would allow purchasers to ride FrontRunner one stop and all local bus and TRAX service. Purchasers could receive a local fare credit to upgrade to express and longer FrontRunner trips.

Allow on-line purchases with upload of photos. Develop a process for auditing and fraud prevention. Conduct extensive advanced market and promotion. Include ongoing marketing as part of

the program.

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APPENDICES

a. Marketing Summary b. Evaluation Report c. Sample of Public Feedback

Detailed list of HIVE Pass Marketing and Outreach

Participation at citywide events including twilight concert series, farmers market, community festivals, etcAt these events, was offered people to try transit for free for three days, and their email was requested for follow up.

Ads in the City Weekly, the West view, Catalyst.

Social media (Facebook, Twitter, You Tube and Instagram)

90.9 KRCL radio messaging.

Promotional Material in almost 100 Salt Lake City coffee shops, grocery stores, libraries and local business.

Social Media Campaign (before mobile or event sales)

26 mobile sales during weekends

You tube video to educate resident how to take transportation in SLC.

Email account and phone line specific for resident seeking information on HIVE Pass.

Email messaging account (Mail chimp). Sent about 10.000 emails with info and promotional messaging.

Sent 45,000 notices through direct mail in July, and 45,000 more in August

Distributed 10,000 bilingual (Spanish/English) flyers to neighborhood elementary schools for inclusion in the students Thursday packet.

In cooperation with Utah Transit Authority, 9700 postcard about the Hive Pass were sent to residents within mile of bus and rail routes.

Email outreach to 5,500 rental properties.

Promoted Hive at Salt Lake City senior centers.

Worked with the County, LDS churches and Stakes on additional promotion.

Launched a voucher program whereby anyone can purchase a pass for others. This has been successful with agencies such as the Road Home, and State Division of Disability Services

86.78% 256

8.14% 24

4.07% 12

1.02% 3

Q1 How satisfied are you with your HIVEPass?

Answered: 295 Skipped: 0

Total 295

Very satisfied

Satisfied

Somewhatsatisfied

Not at allsatisfied

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Answer Choices Responses

Very satisfied

Satisfied

Somewhat satisfied

Not at all satisfied

1 / 15

HIVE Pass Survey

37.29% 110

11.19% 33

36.27% 107

15.25% 45

Q3 What was your motivation/reason forbuying and using the HIVE Pass?

Answered: 295 Skipped: 0

Total 295

Public transitis my primar...

I thought itwould make...

I thought itwould make...

Environmentalreasons (i.e...

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Answer Choices Responses

Public transit is my primary mode of transportation

I thought it would make riding transit more convenient

I thought it would make riding transit more economical

Environmental reasons (i.e. to reduce pollution)

3 / 15

HIVE Pass Survey

71.53% 211

89.83% 265

51.19% 151

30.51% 90

0.68% 2

Q4 Which transit mode(s) do you use?Answered: 295 Skipped: 0

Total Respondents: 295

Bus

TRAX

FrontRunner

S-LineStreetcar

Vanpool

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Answer Choices Responses

Bus

TRAX

FrontRunner

S-Line Streetcar

Vanpool

4 / 15

HIVE Pass Survey

6.78% 20

26.10% 77

13.90% 41

12.20% 36

18.31% 54

22.71% 67

Q5 Which statement describes your use ofpublic transit BEFORE buying the HIVE

Pass?Answered: 295 Skipped: 0

Total 295

Never usedtransit

Rarely usedtransit

At least oncea month

At least oncea week

At least threetimes a week

Every day

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Answer Choices Responses

Never used transit

Rarely used transit

At least once a month

At least once a week

At least three times a week

Every day

5 / 15

HIVE Pass Survey

0.68% 2

2.37% 7

5.42% 16

15.93% 47

31.86% 94

43.73% 129

Q6 After buying your HIVE Pass, how oftendo you use public transportation?

Answered: 295 Skipped: 0

Total 295

Never usetransit

Rarely usetransit

At least oncea month

At least oncea week

At least threetimes a week

Every day

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Answer Choices Responses

Never use transit

Rarely use transit

At least once a month

At least once a week

At least three times a week

Every day

6 / 15

HIVE Pass Survey

48.47% 143

25.42% 75

1.36% 4

8.14% 24

16.61% 49

Q7 How did you pay your transit before theHIVE Pass?

Answered: 295 Skipped: 0

Total 295

Cash for eachtrip when...

Monthly Pass

EcoPass

Student Pass

UTA FAREPAYCard

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Answer Choices Responses

Cash for each trip when boarding the train or bus

Monthly Pass

EcoPass

Student Pass

UTA FAREPAY Card

7 / 15

HIVE Pass Survey

9.83% 29

2.37% 7

9.15% 27

13.90% 41

64.75% 191

Q8 If you previously purchased a monthlypass, for how many months of the year did

you have this pass?Answered: 295 Skipped: 0

Total 295

1-3 months

4-7 months

8-12 months

More than 1year

N/A

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Answer Choices Responses

1-3 months

4-7 months

8-12 months

More than 1 year

N/A

8 / 15

HIVE Pass Survey

9.15% 27

5.76% 17

3.05% 9

1.36% 4

80.68% 238

Q9 If you were previously using a Farepaycard, for how many months of the year did

you have this pass?Answered: 295 Skipped: 0

Total 295

1-3 months

4-7 months

8-12 months

More than 1year

N/A

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Answer Choices Responses

1-3 months

4-7 months

8-12 months

More than 1 year

N/A

9 / 15

HIVE Pass Survey

36.61% 108

63.39% 187

Q10 Did you start riding transit because ofthe Hive Pass?Answered: 295 Skipped: 0

Total 295

Yes

No

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Answer Choices Responses

Yes

No

10 / 15

HIVE Pass Survey

83.73% 247

10.85% 32

3.05% 9

1.36% 4

1.02% 3

Q11 Based on your experience, how likelyare you to buy it again?

Answered: 295 Skipped: 0

Total 295

Definitely will

Probably will

Might or mightnot

Probably not

Definitelywill not

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Answer Choices Responses

Definitely will

Probably will

Might or might not

Probably not

Definitely will not

11 / 15

HIVE Pass Survey

63.39% 187

36.61% 108

Q12 Do you think there is sufficientinformation available about the HIVE Pass?

Answered: 295 Skipped: 0

Total 295

Yes

No

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Answer Choices Responses

Yes

No

12 / 15

HIVE Pass Survey

Sample Emails --Original Message----- From: Sterling Coons [mailto:skcoons@gmail.com] Sent: Monday, October 06, 2014 10:22 AM To: Ride With Hive Subject: Re: Question So I already have a pass I just am planning ahead to see if I'm going to sell my vehicle or not... so this evaluation phase doesn't mean the program is over right ? Sent from my iPhone From: Kristopher McGuire [mailto:kmmc@nuskin.com] Sent: Friday, October 03, 2014 8:51 AM To: Ride With Hive Subject: Estimated Timeframe for Evaluation & Analysis Period Good Morning, I currently enjoy a Hive Pass and love the accessibility it provides me to get to Provo to work each day. Great program that encourages usage of mass transportation over individual commuting! I have a co-worker who has recently moved here from overseas and is currently waiting to get her social security card and other relevant credentials approved, so she was unable to apply before September 30th. I am inquiring for her to find out if there is an estimated timeframe for when you will be done with the evaluation and analysis of the program, so she might know when she could apply in the future for a pass. If you have a moment in your busy day to respond, I would greatly appreciate it! Cheers, kristophermcguire Americas Recognition Specialist Email: kmmc@nuskin.com | Office: 801.345.2565

From: Jillian Dahlen [mailto:jillian.dahlen@vitalbgs.com] Sent: Thursday, October 02, 2014 12:43 PM To: Ride With Hive Subject: Frustated

mailto:kmmc@nuskin.com

Hi, I just wanted to let you know that I find it incredibly frustrating that the Hive pass is no longer offered. I was planning to sign up today, please bring it back. UTA prices are very unreasonable without this pass. ************************************************************************************ From: Rick Thompson [mailto:rick.thompson87@yahoo.com] Sent: Wednesday, September 10, 2014 10:07 AM To: Ride With Hive Subject: Re: HIVE Pass Survey yes I love the hive pass and I hope that I can get it next year its the best way to get around and the nice thing its good for a year and the cost is wonderful. as I cant ride a bike any more.i have been to ogden and provo with my hive pass, and I hope that you well have the program again next year cause if you do I well continue to get the hive pass every year.thanks so so much for making traveling much much easier.sincerly Richard Thompson 801-707-3822. ************************************************************************************ From: Creed Collins [mailto:Creed.Collins@zionsbancorp.com] Sent: Tuesday, July 08, 2014 9:35 AM To: Ride With Hive Subject: advertise on UTA I am a happy HIVE pass user, but I am finding that even regular UTA riders I know have never heard of the HIVE pass. May I suggest you advertise it on all UTA trains, platforms, and buses? I only ride the bus, but I have never seen it advertised there, and it seems like a natural place to spread the word. Hoping HIVE survives Creed Collins ************************************************************************************ From: Judith Poole (RM HDR) [mailto:Judith.Poole@wholefoods.com] Sent: Sunday, July 06, 2014 10:52 AM To: Ride With Hive Subject: Hive pass discontinued?

Hi, I have heard that the city plans to discontinue the Hive pass. Is this true? I just found out about it a little while ago and I will be very disappointed to lose it so soon. I just wanted to let you know that this is a real help to me. I work in Cottonwood Heights and I rely on the bus to get to work every day. I dont make much money, so the reduced fare really helps. Please, keep the program going. If the problem is that it doesnt seem very popular, please give it more time. Keep in mind that I just found out about it. Granted, I dont really listen to radio, watch TV or read newspapers, so I may be a bit out of the ordinary, but sometimes these things take time to catch on. Again, please dont end this program without giving us a chance to use it. Thank you. Judith Poole Cash Up Whole Foods Market RM-HDR (801)733-9455 judith.poole@wholefoods.com

************************************************************************************ From: Robert Haynes [mailto:rhaynes87@gmail.com] Sent: Tuesday, July 01, 2014 8:38 AM To: Ride With Hive Subject: Hive pass promotion date Hi, I was wondering if the UTA Hive pass is only a temporary promotion, and if so can you tell me when the last day is to purchase the pass? I think it's a great way to reduce the traffic and help promote clean air for the Salt Lake residents here, but I am not sure if I can take advantage of this pass yet but should find out relatively soon. Thanks, Robert ************************************************************************************

From: Joel Oppenheimer [mailto:jaoppenheimer0806@gmail.com] Sent: Friday, May 02, 2014 6:06 AM To: Ride With Hive Subject: happy with card I had been buying a buss each month. You are now saving me 2/3 of that cost. What Not to like? Thank You ************************************************************************************ From: Laine Ripley [mailto:ldsripley@gmail.com] Sent: Wednesday, August 20, 2014 9:54 AM To: Mayor Subject: Hive pass

Please continue the hive pass. It has been a life saver.

************************************************************************************ From: Sarah Monette [mailto:stmonette@gmail.com] Sent: Monday, July 07, 2014 11:56 AM To: Mayor Subject: Hive Pass -- Don't Quit! Good Afternoon, I just read in the Salt Lake Tribune that the Hive Pass may be discontinued due to low sales. I am terribly disappointed by this news. The Hive Pass is incredibly valuable to my family and greatly increases our use of public transportation. We moved to Salt Lake City from Illinois last August, when my husband took a job at the Univ of Utah. My husband uses public transportation every day for his work commute (a wonderful job benefit through U of U). We bought Hive Passes for myself and our two sons as soon as the pass became available. We have since used the pass almost daily for school commutes, shopping, and entertainment. If the UTA operated fully on Sundays and Holidays, we would use it then also. The flexibility of the Hive Pass makes it easy to be out and about all day without worrying about transfer time windows, etc. We can just hop on the bus with our pass -- makes riding UTA a no-brainer. Without the Hive Pass, we wouldn't be going as many places in town -- we wouldn't want to drive and deal with traffic and parking, and we wouldn't bother with the bus if it were going to cost our family $7.50 each way -- we'd just opt to stay home more often than not. We had used the UTA FarePay card previously, but it was a hassle because it routinely made errors with our transfers. Without the Hive Pass we wouldn't go back to the FarePay card -- we would just drive

mailto:[mailto:ldsripley@gmail.com]mailto:[mailto:stmonette@gmail.com]

more and/or venture out less. Which means less trips to dinner downtown, less shopping at City Creek, etc. Further, because of the affordability of the Hive Pass, we have been able to sell a car. In Illinois, we were a two car family, filling each car with gas at least once a week. We never took public transportation. We are now a one car family, filling the car with gas one a month, at most. We walk and take the bus whenever we can. Good for our bank account, good for our health, good for the environment. The City and UTA really need to do more to advertise this card. Where are the signs on buses and bus stops? Why aren't bus drivers talking to folks when they board with a monthly pass or FarePay card? I see the purple Hive Pass signs in some locations (e.g., library), but difficult to find out how to purchase -- we really had to make an effort to find info back in February. Bombard the city with info. Don't emphasize $360/year -- that sounds like a lot; instead, emphasize $1/day -- for unlimited rides! That is a deal that cannot be beat. The Hive Pass is such an incredible benefit to this city -- it is one of the things we love about our new home. Please don't let this program die for lack of advertising effort. Sincerely, Sarah Monette 1561 E. Westminster Ave. ************************************************************************************ From: Sarah Monette [mailto:stmonette@gmail.com] Sent: Monday, July 07, 2014 11:56 AM To: Mayor Subject: Hive Pass -- Don't Quit! Good Afternoon, I just read in the Salt Lake Tribune that the Hive Pass may be discontinued due to low sales. I am terribly disappointed by this news. The Hive Pass is incredibly valuable to my family and greatly increases our use of public transportation. We moved to Salt Lake City from Illinois last August, when my husband took a job at the Univ of Utah. My husband uses public transportation every day for his work commute (a wonderful job benefit through U of U). We bought Hive Passes for myself and our two sons as soon as the pass became available. We have since used the pass almost daily for school commutes, shopping, and entertainment. If the UTA operated fully on Sundays and Holidays, we would use it then also.

mailto:[mailto:stmonette@gmail.com]

The flexibility of the Hive Pass makes it easy to be out and about all day without worrying about transfer time windows, etc. We can just hop on the bus with our pass -- makes riding UTA a no-brainer. Without the Hive Pass, we wouldn't be going as many places in town -- we wouldn't want to drive and deal with traffic and parking, and we wouldn't bother with the bus if it were going to cost our family $7.50 each way -- we'd just opt to stay home more often than not. We had used the UTA FarePay card previously, but it was a hassle because it routinely made errors with our transfers. Without the Hive Pass we wouldn't go back to the FarePay card -- we would just drive more and/or venture out less. Which means less trips to dinner downtown, less shopping at City Creek, etc. Further, because of the affordability of the Hive Pass, we have been able to sell a car. In Illinois, we were a two car family, filling each car with gas at least once a week. We never took public transportation. We are now a one car family, filling the car with gas one a month, at most. We walk and take the bus whenever we can. Good for our bank account, good for our health, good for the environment. The City and UTA really need to do more to advertise this card. Where are the signs on buses and bus stops? Why aren't bus drivers talking to folks when they board with a monthly pass or FarePay card? I see the purple Hive Pass signs in some locations (e.g., library), but difficult to find out how to purchase -- we really had to make an effort to find info back in February. Bombard the city with info. Don't emphasize $360/year -- that sounds like a lot; instead, emphasize $1/day -- for unlimited rides! That is a deal that cannot be beat. The Hive Pass is such an incredible benefit to this city -- it is one of the things we love about our new home. Please don't let this program die for lack of advertising effort. Sincerely, Sarah Monette 1561 E. Westminster Ave. ************************************************************************************

Hive Pass Pilot Evaluation SummaryEvaluation AppendicesFrom: Laine Ripley [mailto:ldsripley@gmail.com] Sent: Wednesday, August 20, 2014 9:54 AM To: Mayor Subject: Hive passFrom: Sarah Monette [mailto:stmonette@gmail.com] Sent: Monday, July 07, 2014 11:56 AM To: Mayor Subject: Hive Pass -- Don't Quit!From: Sarah Monette [mailto:stmonette@gmail.com] Sent: Monday, July 07, 2014 11:56 AM To: Mayor Subject: Hive Pass -- Don't Quit!