1. CASE STUDY #2: San Bernardino County Customer Based Rideshare & Transit Interconnectivity Study A Study in Progress for SBCTA, SCAG and Omnitrans

2. Project Focus
San Bernardino County Transportation Authority and partners investing heavily in transit solutions
$600M in capital improvements to public transit network
Still many first/last mile(s) barriers to use
Many would-be customers….
Are intimidated by system
Find it easier to just drive
Question – What do customers need to encourage shared and active transportation choices?

3. Responding in a Time of Change
Transformative time in public transportation
Uber and LYFT alternatives addressing customer convenience, safety and payment concerns
Public transit investment unequaled
New interest by millennials in alternatives to driving
Change on the horizon with autonomous vehicles
What can public transit managers and administrators do to better address customer needs?

4. Study Area

5. Project Components Existing Data Identify Best Practices
Preliminary Recommendations
Prior Studies
Inventory
Transfer Matrix
Model Review/GIS Layers
TNC/Other Policies
Develop Strategies
Transit Options
Rideshare/Vanpool
Non-Motorized
Technology Innovation
Passenger Information
Action Plan &
Tool Identification
Customer Research
Key Informant Interviews
Travel Pattern Analysis
Commuter E-Survey (n=2500+)
Focus Groups, with LEP
Improved Shared and Active Transportation Options
Identify Opportunities

6. Research Populations & Methods15
Major Employers and Universities interviewed
Customer Experience Review 9
Employers with more than 25K employees total, participated in E-Survey
5750
Commuters took E-Survey
150
will be recruited to participate in focus groups and follow-up meetings
Commuter Population
Origins-Destinations
Mapped

7. Customer Experience Themes
Employer Interviews and
Transit Field Observations

8. Employer/ETC Perceptions
Most employees drive alone and have little interest in doing otherwise
Carpooling is the primary alt mode used and promoted by employers
Transit is largely perceived as only for those with no choice, not safe
CSUSB - student population uses transit more extensively
Bike commuters are a small group, but most enthusiastic alt mode users 15
Major Employers and Universities interviewed

9. E-Survey Findings

10. E-Survey Population Employer Responses San Bernardino County 4247
Caltrans
642
Patton Hospital
529
Kaiser Medical Center 22
Parsons 28
Fontana 3
Ontario 86
Rancho Cucamonga
120
Redlands 92
5,769

11. E-Survey Population Compared to SB Valley Residents and Omnitrans Ridership
Employer E-Survey
Most E-Survey respondents are over 40
Omnitrans Passenger Survey
Half of Omnitrans riders are under 30

12. E-Survey Population Compared to SB Valley Workers and Omnitrans Ridership
Employer E-Survey
Most E-Survey respondents have incomes over $50K
Omnitrans Passenger Survey
Most Omnitrans Riders have incomes under $20K

13. Usual Commute Mode

14. Assessment of Potential
Other commute mode used in the past 30 days?
10%
Mode Used
Other commute mode used during the past year?
+14%
Circumstances under which they would used an alternate mode to commute at least occasionally?
43.5%
Mode they would be most likely to use

15. Conditions under which you can see yourself occasionally commuting by a mode other than driving alone?
Drive Alone

16. E-Survey Mode Segments
46%
Potential
Current Alt Mode Commuters

17. Motivations Reasons respondents drive alone

18. Motivations Most important considerations in mode choice (ranked top 3)
SCORE (based on 1, 2, 3 rankings)
% of respondents who ranked in top 3
All Respondents

19. Motivations & Potential
Independent & Flexibility Focused
Practical & Cost Conscious
16.3%
16.8%
21.5%
8.9%
21.5%
9.2%
5.8%
Enjoy driving
Privacy/time alone
Flexibility to make stops before & after work
Access to vehicle during day for emergencies
Cost
Wear and Tear on Vehicle
Accommodates my Work Hours
Travel Time and Personal Safety independent of this spectrum and cut across both groups
Continuum accounts for 86% of respondents

20. Motivations & Potential
Independent & Flexibility Focused
Practical & Cost Conscious
16.3%
16.8%
21.5%
8.9%
21.5%
9.2%
5.8%
Continuum accounts for 86% of respondents

21. Motivations and Strategy
Independent & Flexibility Focused
Practical & Cost Conscious
16.3%
16.8%
21.5%
8.9%
21.5%
9.2%
5.8%
62% of respondents had not heard about a Guaranteed Ride Home Program
Guaranteed Ride Home (33%-45%)
On-demand service from transit station to worksite (24%-32%)
and
More Frequent Metrolink Trains (23%-29%)
Bus Routes on Major Corridors Every 15 Minutes (20%-29%)
Definitely would of 20%+

22. Motivations and Strategy
Independent & Flexibility Focused
Practical & Cost Conscious
16.3%
16.8%
21.5%
8.9%
21.5%
9.2%
5.8%
On-going Vanpool Subsidy
and
Employer paid part/all of transit pass
On-going Incentive
Extra time off
On-going Incentive
Cash
Mean Rating of 3.5/5 or higher/ Definitely would of 33%+

23. Active Transportation Potential Small Numbers, but Enthusiastic
Independent & Flexibility Focused
Practical & Cost Conscious
16.3%
16.8%
21.5%
8.9%
21.5%
9.2%
5.8%
More safe bike paths that go between communities and are separated from traffic
28%
30%
48%
46%
40%
56%
50%
Added safety features on existing bike paths – lighting, better striping, clear way finding signage, etc
45%
67%
Bike share/bike rental options at reasonable prices for short trips These would be located at convenient locations – such as transit stations and employment centers 6%
25%
18%
22%
More bike facilities at my worksite – such as bike lockers, showers and a repair station
31%
38%
44%
Being able to see bike routes in Google maps or Apple maps
17%
20%
29%
24%
An on-line source for bike share/rental and bike locker information linking to bike route maps
16%
26%
33%
% Definitely would make me more likely to walk or bike 23

24. STRATEGIES

25. A Package of Strategies
Customer-based strategies are:
Responsive to numerous markets
Responsive to different customer motivations
Multi-modal
Use information as critical link

26. Last Mile Strategy – Downtown San Bernardino
SITUATION
28,000 work trips daily
Rail investment
Metrolink “last mile”, opening Summer 2017
New Redlands light rail ARROW – mid 2020
SB Transit Center
50 buses an hour
Convergence of 5 transit systems
[American Community Survey]

27. Last Mile Strategy – Downtown San Bernardino
SITUATION
28,000 work trips daily
Rail investment
Metrolink “last mile”, opening Summer 2017
New Redlands light rail ARROW – mid 2020
SB Transit Center
50 buses an hour
Convergence of 5 transit systems

29. Last Mile Strategy – Downtown San Bernardino
SITUATION
28,000 work trips daily
Rail investment
Metrolink “last mile”, opening Summer 2017
New Redlands light rail ARROW, starting mid-2020
SB Transit Center
50 buses an hour
Convergence of 5 transit systems
WHAT WE LEARNED
Fear Factor
Uncertainty about using transit
Discomfort walking in downtown
Need Change In Culture/Mindset
More accurate perception of transit
Awareness of sophisticated info tools
Less fear
Interest in shuttle from Omnitrans/Metrolink station to County offices (24% - 32%)

30. Last Mile Strategy – Downtown San Bernardino
SITUATION
28,000 work trips daily
Rail investment
Metrolink “last mile”, opening Summer 2017
New Redlands light rail ARROW, starting mid-2020
SB Transit Center
50 buses an hour
Convergence of 5 transit systems
RESPONSE
On demand, convenient DRT service –Denver Call-n-Ride model
Meets trains for curb-to-curb service within train catchment area
Reservations back to train via phone or on-line
Don’t have to “think” – it’s just there

31. Last Mile Strategy – Bike Share
SITUATION
Corridor of large employers with higher bike use rates
Loma Linda University Medical Center & Loma Linda VA MC
Redlands & Redlands University
ESRI – international corporation
Zagster showed interest
Linking bus and bike share, to expand last mile choices
Omnitrans policies support bikes on-buses [sbX]
New Arrow rail line coming

32. Last Mile Strategy – Bike Share

33. Last Mile Strategy – Bike Share
SITUATION
Corridor of large employers with higher bike use rates
Hospitals: Loma Linda University Medical Center; Loma Linda VA MC
Redlands & Redlands University
ESRI – international corporation
Zagster showed interest
Linking bus and bike share, to expand last mile choices
Omnitrans policies support bikes on-buses [sbX]
New Arrow rail line coming
WHAT WE LEARNED
Bike enthusiasm in these communities
Two existing bike clinics
Major employer – ESRI – culture says workers should “do the right thing” in commuting to work
Redlands Rail
Need good bike/ped access to and from ESRI campus
Interest in options from ESRI rail station to retail and warehouse employers (no station between ESRI & Waterman)

34. Last Mile Strategy – Bike Share
RESPONSE
Pilot a transit-supportive bike share program in the Loma Linda – Redlands corridor.
Seek partners
“Test the waters” regarding interest with the San Bernardino Bike Alliance
Explore models

35. Rideshare Strategies SITUATION
High rideshare and vanpool use rates – among the highest in the region at 14% journey-to-work
Long-distance commutes support carpooling and vanpooling
Longstanding two county program
Existing rideshare incentives
$2/ day from SBCTA for 3 months
Guaranteed Ride Home (GRH)

36. Rideshare Strategies SITUATION WHAT WE LEARNED
High rideshare and vanpool use rates – among the highest in the region at 14% journey-to-work
Long-distance commutes support carpooling and vanpooling
Longstanding two county program
Existing rideshare incentives
$2/ day from SBCTA for 3 months
Guaranteed Ride Home (GRH)
WHAT WE LEARNED
Casual ridesharing of some interest, opportunity to introduce shared ride experience (Loma Linda considering Zimride)
Mixed views about the effectiveness of additional incentives to consumers
Widely varying incentives among large employers
E-survey interest in incentives
Very limited awareness of GRH -62% unaware
ETCs are not transit advocates

37. Rideshare Strategies SITUATION RESPONSE Explore expanded incentives
High rideshare and vanpool use rates – among the highest in the region at 14% journey-to-work
Long-distance commutes support carpooling and vanpooling
Longstanding two county program
Existing rideshare incentives
$2/ day from SBCTA for 3 months
Guaranteed Ride Home (GRH)
RESPONSE
Agency proposal for zero-emission, car-sharing vehicles for mid-day use
Enhance rideshare platform to be multi-modal
Revamp GRH program to:
Promote awareness
Revise payment method to pay in advance [TNC – Uber/Lyft payment]
Explore expanded incentives
Time off of work
$5/ day for ridesharing – unlikely
Support to ETCs and mid-sized employer TDM programs

38. Institutional Strategies
SITUATION
Modes involve multiple parties
Coordination is complicated
WHAT WE LEARNED
Customer faces confusing array of choices
“Way in” to information is confusing
Challenges exist in:
Service connections
Fare payments and transfers
Information sharing
Institutional coordination and planning

39. Institutional Strategies
SITUATION
Modes involve multiple parties
Coordination is complicated
RESPONSES
Information is an opportunity for coordination
Data exchange across platforms
Customer-oriented portals bringing modes together
Identify policies that reinforce silos rather than encouraging mult-modalism