Customer-Focused Public Involvement AzTA Annual Conference April 23, 2013

2 Customer: The Rider 250,000/day on bus/light rail –65% between 18-44* –47% without a car –38% students –31% commuters System extends countywide * Origins and Destination Survey

3 Case Study: March Fare Increase $.25 increase to local bus/light rail $.50 increase to Express/RAPID Effective March 1 Last increase in July 2009

Fare Change Outreach Some of our tools: –Online survey (1,047) –Intercept surveys (300) –Open houses (11 – 93 attendees) –Public hearing (1 – 24 attendees) –Webinar (1 – 22 attendees) –Tweet Chat (1 – 8+ participants)

Fare Change Communication Some of our channels: –Bilingual print advertising (5 ads) –Door hangers on vehicles (60k) –A-frame signage (35 locations) –Broadcast s (3,500+ viewers) –Social media (80+ posts) –News releases (35 news stories) –Website (2,500 visitors to /farechange)

6 Lessons Learned Be where the people are –Intercept survey was very effective Growing interest in technology –Use of webinars, social media Spanish outreach is critical Electronic surveys are popular –People are too busy

7 Customer: The Business Owner 600+ businesses along future lines –Central Mesa: 3.1-mi to downtown Mesa –Northwest Phoenix: 3.2-mi to Dunlap Ave. Small, locally-owned Challenged by economy

8 Case Study: Business Assistance Program Developed with city/community partners Valley Metro programs: –Dedicated staff / RAIL –Signs and banners –Peer-to-peer business forums –Community Advisory Board (CAB) –Marketing / METRO Max Rewards

Marketing Campaign Rally around businesses It’s your duty It’s a shared responsibility Custom for each line

10 Lessons Learned From 20-mile line: –Get engaged early –Have a variety of programs/partners –Garner strong community advocates Customize for each community Innovate

11 Q&A Hillary Foose Valley Metro