Summary of Fare Change Feedback and Proposal

Hillary Foose

Director, Communication & Marketing

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 approval

Proposed Fare Changes for March 1, 2013

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 fare

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 pass

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 operations

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)

Fare Change Communication

• English/Spanish print advertising (5 ads)• Door 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)

Public Input: Transit UsageDo you primarily ride…

Series1

1%

3%

17%

79%Local bus, LINK, light rail

Express/RAPID

Rural Route 685

ADA Dial-a-Ride

Public Input: Cost vs. ServiceWhich is more important to you?

2012 20110%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

52% 54%48% 46%

Cost to use public transit

Level of transit service available

Public Input: Budget ImpactUsing 1 to 10 scale, what impact would the fare change have on your budget?

Series1

0% 10% 20% 30% 40% 50%

9%

4%

6%

4%

9%

7%

9%

11%

7%

34%10 - Big Impact

9

8

7

6

5

4

3

2

1 - Little Impact

68%

32%

Public Input: Continued UseUsing 1 to 10 scale, how likely are you to continue using public transit if the fare change occurs?

Series1

0% 10% 20% 30% 40% 50%

10%

5%

7%

7%

12%

5%

7%

8%

7%

32%10 - Very Likely

9

8

7

6

5

4

3

2

1 - Not Likely

59%

41%

Public Input: Fare Change SupportUsing 1 to 10 scale, what is your level of support for the fare change?

Series1

0% 10% 20% 30% 40% 50% 60% 70%

49%

6%

8%

6%

11%

4%

4%

3%

2%

8%10 - Strongly Support

9

8

7

6

5

4

3

2

1 - Strongly Oppose

21%

79%

14

Public Input: Open Feedback

• Don’t raise prices, keep the same• Make the increase gradual• RAPID customers should pay more• Fares 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

15

Public Feedback Conclusions

• Cost 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

16

Recommendation

Approval of the proposed March 1, 2013 fare increase and associated changes