1. Implementing a Veterans Fare AKA: Rebranding a Discount

2. Background BUS AND PARATRANSIT SERVICE San Bernardino Valley (SoCal)
14 million annual ridership
Large VA Healthcare Complex
Local Routes
New sbX BRT
OmniGo Circulator
ADA Service
Other agencies

3. Background Spring 2014: Summer 2014: First Reaction: No! Unnecessary!
SRTP approved, September fare change
Summer 2014:
Neighboring transit agencies – Vet Fare
Local Veterans Advocate
First Reaction: No! Unnecessary!
Senior/Disability Discount
U-Pass program for College Vets

4. Background Advocate: 2-1-1/VetLink (United Way) Politicians  Veterans
CEO a Marine
Osvaldo Maysonet, M.S.
211 Access & Mobility Coordinator Marine Veteran
"Retreat? Hell, we just got here!"
Captain Lloyd W. Williams, USMC, WWI

5. Fare Structure Full Fare Youth ( 18) Senior/Disability/Medicare
Go Smart College (U-Pass) program
Senior/Disability/Medicare
“Half Fare”
Measure I Subsidy ($ $0.10/trip)
Potential Revenue Impact: $25-50K

6. Rebrand/Repackage

7. Rebranding/Repackaging a discount “half fare”
Negative vs. Positive connotations
Senior = Old, Worn Out (forgotten?)
Disabled = Damaged, Broken (PTSD)
Military: cause of disability
Veterans Discount = Pride
Deserving honor, recognition
Instead of a handout
Veteran-Friendly Service

8. Process/Timeline July: Public Comments by Veterans Advocate
Aug: Proposed Vet Fare Policy to Board
Active duty military, police, fire
Sept: Public Hearings
Oct: Board Approval, Order Passes
Nov: Marketing Campaign Prep
Veterans Day Promo
Dec: Outlet notification/stocking
Fare box re-configuration
Jan. 5: LAUNCH!!!

9. Veterans ID Proof of eligibility? Vets Ride Free on Vets Day
County Discount program
Vets Ride Free on Vets Day
Promote Need for ID
Preview Vet Fare in January

10. Promotion Launch Campaign Veteran Images: Patriotism and Pride
Saluting Those Who Served
Tactics:
Daily/Weekly Newspaper, Radio, Online
Social media, Newsletters
Omnitrans Assets:
Schedule Book, Bus Cards, Shelters, Buses

11. Promotion

12. Promotion Full Side Bus Ad 2 buses, one for each division
Used Production Credit (Lamar Contract)
AdWheel Award!

13. Kick Off Event VA Hospital
Brief ceremony, speakers, partner info tables
Bus Back Drop, Pass Poster
Pass Donation to VA Program
County ID card

14. January 5, 2015 VA Medical Center in Loma Linda
Veteran Fare Kickoff
January 5, VA Medical Center in Loma Linda

15. Results Ridership Veterans = 5.8% of population
Projected: 0.3% of trips, (RTA experience)
Actual: 1.2% of trips in Year 1 or 159,753 rides
CY2015 Total ↓11.5% S & D + Vet: ↑0.4%

16. Results Improved partnerships VA Healthcare County Veterans Affairs
VetLink/211
Board
Positive Image
Veterans
Omnitrans

17. THANK YOU!!!
CONTACT: