Implementing a Veterans Fare AKA: Rebranding a Discount

Background BUS AND PARATRANSIT SERVICE San Bernardino Valley (SoCal) 14 million annual ridership Large VA Healthcare Complex Local Routes New sbX BRT OmniGo Circulator ADA Service Other agencies

Background Spring 2014: Summer 2014: First Reaction: No! Unnecessary! SRTP approved, September fare change Summer 2014: Neighboring transit agencies – Vet Fare Local Veterans Advocate First Reaction: No! Unnecessary! Senior/Disability Discount U-Pass program for College Vets

Background Advocate: 2-1-1/VetLink (United Way) Politicians  Veterans CEO a Marine Osvaldo Maysonet, M.S. 211 Access & Mobility Coordinator Marine Veteran "Retreat? Hell, we just got here!" Captain Lloyd W. Williams, USMC, WWI

Fare Structure Full Fare Youth ( 18) Senior/Disability/Medicare Go Smart College (U-Pass) program Senior/Disability/Medicare “Half Fare” Measure I Subsidy ($0.05 - $0.10/trip) Potential Revenue Impact: $25-50K

Rebrand/Repackage

Rebranding/Repackaging a discount “half fare” Negative vs. Positive connotations Senior = Old, Worn Out (forgotten?) Disabled = Damaged, Broken (PTSD) Military: cause of disability Veterans Discount = Pride Deserving honor, recognition Instead of a handout Veteran-Friendly Service

Process/Timeline July: Public Comments by Veterans Advocate Aug: Proposed Vet Fare Policy to Board Active duty military, police, fire Sept: Public Hearings Oct: Board Approval, Order Passes Nov: Marketing Campaign Prep Veterans Day Promo Dec: Outlet notification/stocking Fare box re-configuration Jan. 5: LAUNCH!!!

Veterans ID Proof of eligibility? Vets Ride Free on Vets Day County Discount program Vets Ride Free on Vets Day Promote Need for ID Preview Vet Fare in January

Promotion Launch Campaign Veteran Images: Patriotism and Pride Saluting Those Who Served Tactics: Daily/Weekly Newspaper, Radio, Online Social media, Newsletters Omnitrans Assets: Schedule Book, Bus Cards, Shelters, Buses

Promotion

Promotion Full Side Bus Ad 2 buses, one for each division Used Production Credit (Lamar Contract) AdWheel Award!

Kick Off Event VA Hospital Brief ceremony, speakers, partner info tables Bus Back Drop, Pass Poster Pass Donation to VA Program County ID card

January 5, 2015 VA Medical Center in Loma Linda Veteran Fare Kickoff January 5, 2015 VA Medical Center in Loma Linda

Results Ridership Veterans = 5.8% of population Projected: 0.3% of trips, (RTA experience) Actual: 1.2% of trips in Year 1 or 159,753 rides CY2015 Total ↓11.5% S & D + Vet: ↑0.4%

Results Improved partnerships VA Healthcare County Veterans Affairs VetLink/211 Board Positive Image Veterans Omnitrans

THANK YOU!!! CONTACT: Wendy.Williams@Omnitrans.org 909-379-7151