Dallas Area Rapid Transit Safety & Security Campaign Spring 2012 to Present

Dallas Area Rapid Transit 2013 Stats Geographic Service Area: 13 cities, 700 square miles 612 buses/12,500 stops (38.7 million passenger trips) 163 LRV cars/85 miles of light rail (27.7 million passenger trips) So, what could go wrong?

A confluence of unfortunate events… Beginning in late 2011, a series of isolated but heavily publicized events created a perception among some of the public that using Dallas Area Rapid Transit was unsafe. DART Management and Police developed a plan to increase the real safety and security of DART ridership, and launched an awareness campaign promoting the effort. This presentation details the campaign called “It’s Our DART. Let’s Keep it Safe”.

Spiraling media attention… Into early spring of 2012, DART-related accidents and incidents: Person hit by a light rail train at night, a suicide Assault at a platform by a group of youths, young victim hit by a rail car and died Bus operator assaulted at night Shooting at a DART platform, in a confrontation between passengers Thieves snatch laptops and cell phones from DART passengers Gun battle between shooter and local police, near DART tracks In approximately 6 months prior to early spring of 2012, several accidents and incidents of a criminal nature happened near DART tracks, passenger facilities or on board DART vehicles. Well beyond fare evasion or unruly behavior on DART modes by some riders, these highly publicized incidents included: person hit by a light rail train at night, a suicide teen assaulted at a platform by a gang of youths, hit by a rail car, and died bus operator assaulted at night shooting at a DART platform, in a confrontation between passengers thieves snatching laptops and cell phones from DART passengers gun battle between shooter and local police, near DART tracks Although the incidents were obviously not caused by DART, local news media reports situated DART amenities and services in a less than favorable light. DART leadership recognized the agency had to act immediately to improve the safety and security of DART riders, employees and persons on DART property, and get that message out to our customers

Needed Immediately: A plan and response Assess Almost all DART passenger trips accomplished safely and on time. Identify Perceived and real dangers or security issues which had troubled some riders. Act First step: Increase the number of police officers on board. DART needed to make it plain to the public that a concerted effort was being implemented to counter perceived and real dangers or security issues which had troubled some riders While almost all of DART passenger trips are accomplished on time and with no threat of danger, theft, or worse, that perception among even a minority of customers was an issue needing a response. So the decision was made to very aggressively—in time and resources—increase the number of officers on board trains and at select bus stops or transit centers. Specifically, no train would operate without police presence on board. Opportunity Develop customer messaging to convey action.

Meeting a timing challenge Develop the message and theme, write copy, use existing photography, produce print and other media within two weeks of decision to launch the Safety and Security campaign. Security Awareness Campaign Campaign promoting DART’s commitment to increasing customer safety on transportation modes and at facilities. Print materials and signageconvey a message of increased DART Police presence, as well as enhanced customer accessto safely report suspicious or undesirable activity. A youth-oriented brochure was distributed through Community Affairs and Education Outreach. Brochures were handed out at stations and placed on-board. Rail and Bus interiors and kings and bus tails were placed as well.

PR launch strategy Energetic launch in the full light of news media, at first Monday morning rail departure from a key station: On-board interviews with DART Executive, Police and City of Dallas leaders Officials and dignitaries on board explained and detailed new safety measures to media Volunteer DART teams met morning passengers at all rail stations New web page with updated safety messaging DART launched the Safety and Security Campaign in the full light of the news media, with the participation of the Dallas Mayor and Police Chief, along with DART executive leadership. At an early Monday morning DART train departure from a station in south Dallas – News television interviews with DART spokespersons and Dallas Mayor Train stopped at selected stations and bus transit centers Officials and dignitaries on board volunteered Safety and Security Campaign details via ongoing media coverage Volunteer teams from DART Marketing and Customer Service, wearing Safety and Security Campaign t-shirts handed out informational brochures and spoke with morning passengers conveyed in the first person that DART cared about the safety of its ridership

Fast-tracked passenger safety tools, amenities TEXT 41411 to DARTpolice No audible phone call Immediate police response to customer Further communication monitored System-wide security cameras DART’s IT department developed a mobile phone tool which enabled reporting an incident or concern by the “stealth” manner of texting to DART Police – No audible phone call Immediate Police response to customer Further communication monitored System wide installation of cameras and accompanying signage was accomplished in compressed schedule. Online support of awareness

Broad distribution of the message DART bus and rail interiors and exteriors, windscreens, downtown corner markers Campaign materials featured in television event coverage Online link to details of the program at DART.org, m.dart.org, Twitter, Facebook Drive time radio spot coverage DART trains, buses and windscreens were populated with print materials, and campaign materials were featured in television event coverage. Online presence assured by providing a link to details of the program at DART.org. Drive time spot coverage was arranged with local radio stations.

Results: campaign’s effectiveness 2013 Crime reports: offenses down across all types Revenue up 6% (with no corresponding ridership increase indicates a fare evasion drop) Texting to DART Police has resurged with awareness Customer satisfaction survey indicates average 70% overall rider satisfaction with safety Fewer people “testing system” In late 2012 DART Police crime report showed offenses down across all types. Revenue was up 6% (without corresponding ridership increase numbers, which indicates fare evasion had dropped. Texting to DART Police rose from a few hundred at the program’s launch in April 2012 to over 15,000 requests from over 3,000 users in June 2012 Text 41411 to DART Police contacts are constant from that time Customer survey indicates average 70% rider satisfaction with safety (bus stop safety lags behind some other measures) State Fair Officers on platforms/security awareness push

Continued campaign support Infotainment Screens on board new CNG bus fleet Continued distribution of print materials on-board and via Community Outreach

Commitment to Safety & Security New DART CNG bus fleet with 5 cameras recording all activity. Expansion of network of solar lighted bus shelters (FY13-FY17). DART Police highly visible on DART buses, trains and at DART facilities. Increased patrols in tunnels and key locations. Continued use of plainclothes officers in vehicles and buildings. DART sharing intelligence with law enforcement agencies. DART participation in local/regional task forces and preparedness plans. GoPassSM, Travel Tools (Where’s My Bus?TM, Where’s My Train?) http://www.youtube.com/watch?v=XmDzQT1WWtI NEW DART CNG bus fleet features a “smart” system with 5 cameras recording all passenger and driver areas. These also allow DART Police live look-in ability. Expansion of network of solar lighted bus shelters (FY13-FY17) DART's uniformed officers remain highly visible on DART buses and trains and at DART facilities. DART also continues the use of plainclothes officers in vehicles and buildings. DART has taken some specific additional security steps including: Increasing patrols at key locations such as the Cityplace tunnel Participation in an FBI Joint Task Force on Terrorism Placing DART officers on the North Texas Joint Task Force on Terrorism, an organization of local police departments that share intelligence information Participating in Downtown Dallas Central Business District emergency preparedness planning

Recognition for the campaign The DART Safety & Security campaign has not only been effective in communicating DART’s steps to make its system safer for passengers, but has also won recognition from transit industry and other organizations. 2012 Dallas Quill Awards, Award of Excellence (Top honor) 2102 South West Transit Association, 1st Place – Spotlight Award 2013 International Association of Business Communicators – Award of Excellence (First Place) and Best of Show (First Place)