Increasing Ridership: Different Approaches for Different Generations CalACT - 2018 Spring Conference & Expo Increasing Ridership: Different Approaches for Different Generations April 5, 2018

Hello, I am Teague Kirkpatrick Director of Sales at Routematch. I’m a technology enthusiast & a real Transit Nerd! #livewhatyoulove

Agenda Ridership Trends Different Approaches for Different Generations Can technology make a difference? Technology Examples Results & Considerations

Ridership Trends – The Bad News Between 1995 and 2015, American transit ridership rose from 7.8 billion trips to 10.6 billion Now, trends are reversing and ridership is on the decline Recent APTA Report (March 3, 2017) Why?

Ridership Trends – The Good News Many Examples that Technology can, indeed, help to Increase ridership! NYC Subway to Be Transformed With New Tech-Focused Upgrades (link) Boston has launched a beta version of a new citywide open data platform (link) Los Angeles addressed some public transit issues by partnering with Uber for the “guaranteed ride home program,” which offers four free Uber rides a year to public transit pass holders (link) New Jersey Transit is developing a new mobile app that is turning smartphones into reporting tools to document incidents (link)

The Generations: The Tech Effect Generation X The “latch-key kids” grew up street-smart but isolated Entrepreneurial / Individualistic Government and big business mean little to them Want to save the neighborhood, not the world Cynical of many major institutions Raised in the transition phase of written based knowledge to digital knowledge archives Desire a chance to learn, explore and make a contribution Tend to commit to self rather than an organization or specific career Beginning obsession of individual rights prevailing over the common good Want what they want and want it now but struggling to buy, and most are deeply in credit card debt. Short on loyalty & wary of commitment; all values are relative Self-absorbed and suspicious of all organization Cautious, skeptical, unimpressed with authority, self-reliant Generational Tag Born between G.I. Generations 1901-1926 Mature / Silent 1927-1945 Baby Boomers 1946-1964 Generation X 1965-1980 Generation Y / Millennial 1981-2000 Generation Z / Boomlets After 2001 Reference: Dr. Jill Novak (2015). The Six Living Generations In America. MarketingTeacher.com

The Generations: The Tech Effect Generation Y / Millennial They are nurtured by omnipresent parents, optimistic, and focused Respect authority Falling crime rates, falling teen pregnancy rates, but with school safety problems They feel enormous academic pressure They feel like a generation and have great expectations for themselves Prefer digital literacy as they grew up in a digital environment. Have never known a world without computers! Get all their information and most of their socialization from the Internet Prefer to work in teams With unlimited access to information tend to be assertive with strong views Envision the world as a 24/7 place; want fast and immediate processing They have been told over and over again that they are special They do not live to work Generational Tag Born between G.I. Generations 1901-1926 Mature / Silent 1927-1945 Baby Boomers 1946-1964 Generation X 1965-1980 Generation Y / Millennial 1981-2000 Generation Z / Boomlets After 2001 Reference: Dr. Jill Novak (2015). The Six Living Generations In America. MarketingTeacher.com

The Generations: The Tech Effect Generation Z / Boomlets In 2006 there were a record number of births in the US and 49%. The number of births in 2006 far outnumbered the start of the baby boom generation, and they will easily be a larger generation. There will be an estimated 29 million tweens by 2009. 61% of children 8-17 have televisions in their rooms. 35% have video games / 14% have a DVD player 4 million will have their own cell phones. They have never known a world without computers and cell phones. Have Eco-fatigue: they are actually tired of hearing about the environment and the many ways we have to save it. With the advent of computers and web based learning, children leave behind toys at younger and younger age They are Savvy consumers and they know what they want and how to get it and they are over saturated with brands Generational Tag Born between G.I. Generations 1901-1926 Mature / Silent 1927-1945 Baby Boomers 1946-1964 Generation X 1965-1980 Generation Y / Millennial 1981-2000 Generation Z / Boomlets After 2001 Reference: Dr. Jill Novak (2015). The Six Living Generations In America. MarketingTeacher.com

5 Major Forces Shaping Mobility Technology

Technology: Where to Start? Open Data Beacons Wayside Signage Depot Monitors Public Wifi SMS Text Messaging Microtransit & Mobility-on-Demand Rider Engagement Interactive Voice Response Loyalty Programs Live Maps GTFS-rt Trip Planning Voice Annunciators USB Charging Stations Automated Fare Collection Mobile Ticketing Gamification Mobile Apps Headsign Integration

Technology: Where to Start? Beacons Microtransit & Mobility-on-Demand Rider Engagement Loyalty Programs Automated Fare Collection Gamification Mobile Apps

Rider Engagement

RM Pay (Fare Collection) Modern Cashless Solution Agency Portal Rider Management Fare Management Report / Dashboards Rider Portal Payment Options Smartcard Smartphone App In-vehicle Technology Tablet-based Driver Device NFC Validator Payment Service Provider

Gamification & Loyalty Programs Beacon Tracking: Blue-tooth tracking of Mobile Devices Gamification: application of typical elements of game playing (e.g., point scoring, competition with others, rules of play) Customer Loyalty Programs Reward Schemes Social Impact Calculators Social Media Engagement

Mobility on Demand

5 Major Forces Shaping Mobility Technology

Thank You Teague Kirkpatrick Teague.Kirkpatrick@Routematch.com | 303-997-1507