1. METRO Rail Intercept Survey Findings, Data Uses AMPO Travel Modeling Work Group October 1, 2009

2. METRO Light Rail – Starter line

3. Great ridership! 1 1 September ridership numbers are through September 20, 2009.

4. Who are all these riders??

5. We need data!  Intercept survey conducted April 18 – 24, 2009  Saturday, Monday, Wednesday, Friday  5 Teams of 2 surveyors each  2 round trips each  Intercept every third person  Statistics  3,144 valid weekday and Saturday surveys  95% confidence  1.96% margin of error

6. Survey Findings  39k average weekday boardings  For what type of trips do people use METRO?  HBO – 39%  HBW – 27%  NHB – 22%  HBU – 12%  How do people access METRO?  Walk, bike, skateboard (believe it!) – 45%  Drive (PNR, KNR, Carpool) – 29%  Bus – 26%  General trends  35% of respondents had not used transit in Phoenix prior to LRT opening  62% of respondents had a car available for the trip on which they were surveyed  49% of those survey use METRO after 4 PM

7. What now?

8. 1 st up: Central Mesa Extension  3.1 mile LRT extension  Market characteristics  Similar to boardings at existing EOL – Sycamore  Primary destination – Tempe / ASU  Pursue Small Starts funding

9. Simple project, “simple” forecast  LRT serving different mix of markets than bus  Regional model calibrated to 2007 all bus onboard survey  Working with FTA, developing LRT forecasts that more accurately reflect mix of riders  Based on LRT intercept survey  Aggregate data and forecasts into 8 markets; compare by trip purpose and mode of access  Factor forecasts post mode choice  By trip purpose  By mode of access  In some cases, by location (CBD)  Capture general trends, not every trip  Where we are now

10. Lessons learned…and still learning  Special events  Special events model is currently being updated  Late night trips  Not a part of 2007 onboard survey (no late night bus service at the time)  Park and ride activity  PNR lot utilization overall has gone up 20% in last month  ASU back in session but…  Heavy turn over  Unstable  ASU – semester UPASS sales exceeding expectations  Parking costs high, sites remote

11. METRO LRT in the news…  “…Rail is a hot new venue for artists” (August 8, 2009) AZ Central  “METRO ridership exceeds projections” (September 15, 2009) Phoenix Business Journal  “Environment prize goes to light rail” (September 13, 2009) AZ Central  “Pub crawls along the light rail have become a weekend staple…” (September 20, 2009) New York Times

12. Contact Information Stephanie Shipp 602-495-8243 Stephanie.shipp@hdrinc.com