1. APTA 2013 MARKETING & COMMUNICATIONS WORKSHOP CRISIS COMMUNICATIONS Capitol Corridor Joint Powers Authority Luna Salaver Public Information Officer CCJPA’s 2012 Social Media Image Crisis

2. Capitol Corridor History  Service began December 1991  Funded by the State BT&H, via Caltrans Rail  Amtrak is the operator  Overseen by the Capitol Corridor Joint Powers Authority  BART is managing agency  Interagency Transfer from Caltrans to CCJPA in 1998  Management team of 16 FTE

3. About Capitol Corridor  Intercity rail line with up to 30 trains a day  Serves Sacramento, San Francisco/Oakland and San Jose  Average rider trip length is 68 miles  1.75 million riders in FFY12 (a new record!)

4. Customer Tracking System

6. More Riders = More Bikes

7. Customer Tracking System

8. Planning a Solution  January/February 2011 conducted survey of bicycle usage on the Capitol Corridor  Established a Bicycle “Policy” Working Group CCJPA; Amtrak; Caltrans Division of Rail; and three Capitol Corridor riders (two who use bicycles and one who uses wheelchair).

9. Original “Bicycle Access Policy”  Notifying Passengers of the new “Policy”  Bikes must be placed/secured in bike rack area.  If bike spaces are full, rider must safely put their bike in an area where it can be secured and not impedewheelchairs or block aisleways.  “Securing” attached with a restraining device.  Conductor has final say.  Bikes may not be stored in restrooms.  If not secured, bike must be relocated or the rider shall take another train which has sufficient storage space.  February to May 2012 – Red tag improperly stored bikes  June 2012 – Enforce the policy

10. Rider Response  Commented on CCJPA  Emailed members of the CCJPA board  Posted rumors on social mediasites

11. Growing Image Problem  Four known negative incidents  Lack of front-line buy in  Anonymous letter to newspaper  Comments to riders

12. Declaring an “Image” Crisis  Ruining the Capitol Corridor image. Media, Riders, Bicycle community, and Environmentalists  Threatened ridership loyalty and/or future riders

13. Passenger Platforms

14. Community Response

15. Cross Link Platforms

16. First Retrofit  Caltrans modified 14 train cars  Passengers appreciate knowing we listen!

17. Tangible Changes

18. More Car Modifications

19. Timeline YearAction Summary 2008Economic boom/bust; high ridership and gas prices drive bicycle use growth 2009Bicycle growth stays high/grows with on-train storage issues (in aisles, in bathrooms ETC 2010CCJPA staff creates a Bicycle Plan Ad Hoc Committee: Bike and ADA advocates 2011March survey of bicyclists on the train; 2012 STIP funding programmed for at- station facilities; Enforcement announced without feedback ETC 2012February: CCJPA Board Bicycle Policy adopted; Correction cards developed for handout in April; $25K in Funding for at-station solutions; Nov/Dec Mode of Access Survey and draft Bicycle Access Plan 2013February: Implementation of CCJPA Bicycle Access Program

20. SolutionSummaryProject BenefitsTarget Demographic 1 Bicycle Sharing Supporting local communities considering bicycle sharing, when ready, install bicycle share pods at stations, and promote mega-regional cohesive bicycle sharing.  Reduced on-train bicycles  Increases last mile access in origin/destination community  Trip compatibility with secure bicycle program  Supports mode shift to bicycling All in or going to participating communities Secure Bicycle Storage Installing a cohesive and coordinated system of secure bicycle storage facilities (bicycle lockers or secure bicycle cages) that are based on electronic card access policies established by CCJPA.  Reduced on-train bicycles  Trip compatibility with bicycle sharing  Supports mode shift to bicycling  Improved at station bicycle security Existing and future bicyclists using the train Folding Bicycle Rental Installing a membership–based folding bicycle rental system (akin to city car-share programs) at select Capitol Corridor stations initially, station expansion based on utilization.  Reduced on-train full sized bicycles  Promotes complete train/bicycle mobility for trips  Supports mode shift to bicycling  Greater space utilization Existing and future train riders, and existing bicycle/train riders 1. Analysis of the future 2012 MOA results (see Error! Reference source not found. Error! Reference source not found.) will be used to fine tune the target demographics

21. What we learned  Get in front of the issue  Stay on message  Use every available resource  Identify weaknesses in your initiative  Actively address those issues  e.g. Training  Cross link platforms  Focus on solutions

22. Facebook.com/capitolcorridor Twitter.com/capitolcorridor YouTube.com/capitolcorridor