If You Want Something to Happen, You Have to Make a Space for it: A Best Practice on Increasing Mobility Options in Rural Areas Presented by: Cathy Brown, Executive Director Lisa Love, Director of Transportation Services St. Johns County Council on Aging, Inc. St. Augustine, FL

Increasing Rural Mobility Options in St. Johns County: A Snapshot of the County 600 square mile county Population: 179,361 75% Urbanized/25% Rural Rapid population growth, estimated to be 224,335 by 2012

Increasing Rural Mobility Options in St. Johns County: Our Rural Mobility Challenges Growth in population is naturally accompanied by an increased demand for community transportation options. St. Johns County was reclassified as a Small Urban community in 2000 Census which brought new 5307 funding and resources to assist in addressing the increased demand in our urbanized areas. At the same time our rural population was growing as well, and here we had no new resources to meet the demand. What to do, what to do.

Increasing Rural Mobility Options in St. Johns County: Identify the need Track the increased demand The highest level of requests for rural trips were from the southwest portion of our county from the communities of Elkton, Hastings and Flagler Estates Research indicated that these areas had grown from their 2000 census population of 6,053 to 10,682 in 2008, an almost 50% increase, with the largest increase in Flagler Estates. Furthermore these areas have high populations of low to middle class households with largely blue collar workers.

Increasing Rural Mobility Options in St. Johns County: Identify the need

Increasing Rural Mobility Options in St. Johns County: Identify the solution To meet the increased demand in the identified target areas, we set two major goals: #1 Increase demand response trips by 30% by #2 Add a new route to our deviated fixed route system, the Sunshine Bus Company, to serve these areas, also by 2009.

Increasing Rural Mobility Options in St. Johns County: Identify resources to fund solution We knew what we had to do, all we needed was money! We contacted our funding partner at our district FDOT office for help. You gotta have friends! FDOT assisted us in increasing our section 5311 dollars for operating to meet the increased demand response needs and came through with a special supplemental grant of 30k to fund a marketing initiative. We also learned of new section 5316 JARC funding opportunities through our district FDOT office. We applied for and were awarded operating and capital funds to add our new deviated fixed route line to the targeted areas.

Increasing Rural Mobility Options in St. Johns County: Marketing the new services; a grassroots approach Getting Madison Avenue Results on a Main Street Budget!

Increasing Rural Mobility Options in St. Johns County: Marketing the new services; a grassroots approach Budget: $30, from section 5311 one-time supplemental grant Strategy was to use dollars to fund a temporary marketing position to network and outreach at a grass roots level. Simple, straightforward brochures and rack cards were produced to tell the story. Armed with these promotional pieces, a heart for our mission and a solid plan to infiltrate our targeted areas, our marketing coordinator hit the streets.

Increasing Rural Mobility Options in St. Johns County: Marketing the new services; a grassroots approach The Marketing Plan: Presentations at Board of County Commissioners and local town hall meetings Presentations at community and civic organizations, including Rotary, Kiwanis, Chamber of Commerce. Outreach and networking with local community action groups, including health department officials, medical community, OUR Center in Hastings, and the Flagler Estates Community Redevelopment Assoc. Face time with pastors of local churches Participation in all community events, such as health fairs, fall festivals and open houses. Press releases to local newspapers and newsletters. Interviews on local radio stations to discuss the new rural transportation options. Information included on our websites and those of our community partners. Advertising for the new deviated fixed route line on paratransit buses traveling in the targeted areas.

Increasing Rural Mobility Options in St. Johns County: Marketing the new services; a grassroots approach The message Need a Ride? Government Entities Civic Groups Churches Media Traditional & Web-based Community Action Groups Medical Community

Increasing Rural Mobility Options in St. Johns County: Ta Da! The Results Increased revenue from Section 5311 and marketing efforts resulted in a 75% increase in rural trips provided between June 2007 and June The results of the addition of the Teal Line to the Sunshine Bus Company deviated fixed route system? We’ll keep you posted, it made its inaugural run yesterday on Monday, October 20, BUT… We have done our homework and the groundwork and are expecting great things!

Increasing Rural Mobility Options in St. Johns County: The Bottom Line

Increasing Rural Mobility Options in St. Johns County: Contact Information Cathy Brown, Executive Director Lisa Love, Director of Transportation Services St. Johns County Council on Aging, Inc. 180 Marine Street St. Augustine, FL Website: