jta classic - Jacksonville Transportation Authority

M A K I N G M O V E S
The official magazine of the Jacksonville Transportation Authority W I N T E R 2 0 0 7
JTA CLASSIC
SKYWAY
then & now
When it opened in 1989, the original Skyway was known as the Automated Skyway Express (ASE). It was only 3/8 of a mile long,
had only three stops (Convention Center, Jefferson Street and Central Station) and cost 25 cents to ride.
Now, the Skyway has eight stops (five downtown and three on the Southbank) and is 2.5 miles in length. It takes only 11 minutes
(FCCJ to Kings Ave.) to ride the entire length of the Skyway line. Over half-million passengers ride the Skyway each year.
J. Charles Sawyer
Retires After
16 Years on
JTA Board
I N S I D E
Kings Ave. Breaks Ground
BRT: Better for Jacksonville
AirJTA Demand Rising
Regency Bypass Opens

M E S S A G E F R O M J T A ’ s
B O A R D C H A I R M A N a n d
E X E C U T I V E D I R E C T O R
2007
B O A R D O F D I R E C T O R S
C L E V E W A R R E N
CHAIRMAN
Appointed by Mayor John Peyton
C O N T E N T S
After serving on the JTA Board of Directors for 16 of the past 20 years, including two as its
Chairman, Charles Sawyer has passed the torch to attorney Michael Cavendish. Sawyer has
helped lead the Authority as only he can do. Sawyer was, in part, responsible for giving life to
the Skyway back in the late 1980s. While the stunted growth of the downtown business district
initially hurt ridership on the people mover, a renewed interest in the core from both business and
residential developers has now sparked talk of Skyway expansion. Sawyer also played a large part
in getting the Dame Point Bridge built. At one time, the bridge was considered a financial waste,
but now is a vital link between Arlington, Southside, the Beaches and all points north. The building
of the Dame Point Bridge created development
in areas that would never otherwise have seen
growth. The commitment of Charles Sawyer to this
agency can never be thoroughly measured, but his
contributions will last decades into the future.
Cleve Warren
Board Chairman
Michael J. Blaylock
Executive Director/CEO
Meanwhile, Sawyer’s replacement, Michael
Cavendish, is sure to bring a new and interesting
perspective to the board. His legal expertise
will be an asset as JTA moves forward with its
long-range plan of forming joint, public/private
partnerships. Read more about both Sawyer and
Cavendish in this issue of Making Moves.
The cost of doing business has finally caught up
with JTA. After nearly nine years of keeping transit
fares untouched, the Authority was forced to
increase prices on some of its fares. The Authority
staff held four public hearings to discuss the impact
to riders and receive feedback from those affected.
The last time JTA raised its fares, gasoline was
only 75 cents per gallon. Now, gas routinely hovers
around $3 per gallon. Unfortunately, JTA could no
longer absorb the rising cost of fuel expenditures.
The new fare prices took effect in October.
Perhaps you’ve seen our shiny, new silver buses
on the roads of Jacksonville. The JTA is proud
to continually provide our passengers with the
latest in transit comfort and efficiency. We have
over 20 of the new buses and more on the way.
This is just part of our commitment to building
the best transportation agency in America.
We encourage you to read about these
and all the great stories in this edition of
Making Moves. We welcome your feedback
and appreciate your interest in JTA.
A . J . J O H N S
VICE CHAIRMAN
Reappointed by Governor Charlie Crist
Making
D O N N A L . H A R P E R
TREASURER
Reappointed by former Governor Jeb Bush
A V A L . P A R K E R
SECRETARY
Appointed by Mayor John Peyton
D O N A L D P . H I N S O N
MEMBER
Reappointed by Mayor John Peyton
M I C H A E L C A V E N D I S H
MEMBER
Appointed by Governor Charlie Crist
C H A R L E S W . B A L D W I N
MEMBER
Florida Department of Transportation/District Two Secretary
Moves 2
W I N T E R 2 0 0 7
Published by the
Jacksonville Transportation Authority
External Affairs Department
Director of External Affairs
Executive Editor
Mike Miller
Manager of External Affairs
Senior Editor
Wendy Morrow
Senior Communications Specialist
Managing Editor/Writer
Bill Milnes
Photography
Bill Milnes
Joan Moser
Layout/Design
Joan Moser
P. O. Drawer “O”
100 North Myrtle Avenue
Jacksonville, Florida 32203
(904) 630-3100
TDD (904) 631-3191
www.jtafla.com
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6
8
10
12
Starts With a Vision
Develops With a Plan
Kings Avenue Station Breaks Ground
Regency Bypass Opens to Traffic
Argyle Forest Blvd. Widening Complete
Achieving Success
Forward Movement
Charles Sawyer Leaves Board After 16 Years
Cavendish Joins JTA Board
New Beaches Route an Early Success
Regional Transportation System
A Better Way
Why BRT is the Better Choice for Jacksonville
Action Items
Done and Developing
Board OKs First Fare Hike in 9 Years
Service Planning, Customers Talk Route Changes
JTA Responds to Rising AirJTA Demand
JTA Honored with APTA/FPTA Awards
Rosa L. Parks Station Gets New Clocks
Working Smarter
Making Every Decision Count
Connexion on Russian Radar
Springfield Shelters Gain Recognition
Senior Team Greets New Faces
JTA, City Thank Disabled Services Chief
Moving Forward
Progressive Design
JTA School: Accelerated Course for City Council
Bikes on Buses (BoB) Permits Eliminated
New Buses, Design a Hit with Passengers
J T A M i s s i o n S t a t e m e n t
To be the Northeast Florida leader in providing effective, coordinated
and integrated multimodal transportation solutions.

S T A R T S W I T H A V I S I O N
Regency Bypass Opens to Traffic
Develops With a Plan
this project. Actual construction on this nearly $33
million project began in January 2004.
Kings Avenue Station Breaks Ground
JTA Executive Director/CEO Michael J.
Blaylock is all smiles at Kings Ave. Station
groundbreaking.
What was once just an under-utilized parking lot
will soon be two Hilton brand hotels, restaurants
and retail space. It’s called Kings Avenue Station
and is Jacksonville’s first transit-oriented development.
Ground was broken for the project October 5.
Jacksonville Mayor John Peyton joined JTA
Executive Director/CEO Michael J. Blaylock, Chairman
Cleve Warren, developer Michael Balanky and
his partners Carlton Jones, Toney Sleiman and Mark
Rimmer of the Kings Avenue Redevelopment Group,
LLC; Hank Fonde of San Marco Hotel Partners, LLC
(developer for the hotels); City Councilmen Don
Redman (District 4) and Jay Jabour (At-Large); and
a host of other dignitaries on a rainy, but otherwise
exciting morning, to celebrate the start of the project.
“I’m excited that Mike Balanky and his partners
are moving forward with this project,”
said the Mayor. “I think we’ll see this
entire area of San Marco change for the
better as a result of this development.”
Balanky and his partners are building a 165,000
square foot shopping and hotel center on 10.4 acres
of land owned by JTA that had been a surface
parking lot next to the Kings Avenue parking
garage and Skyway Station. The key to making
this deal work, said Balanky, was access to both
JTA’s parking garage and the adjacent Skyway
Station for quick and convenient transportation
to the convention center and into downtown.
Blaylock says Kings Avenue Station is exactly
the type of development he wants to see grow
at other locations around Jacksonville.
“When developers consider transit and incorporate
existing or future transit options into their
designs, it will enhance that development’s
diversity and potential,” said the JTA Executive
Director/CEO. “Without the parking and transit
options that were in already place, the Kings
Avenue Station is just another development. Mike
Balanky and his group took what was already
here and made this location more viable.”
Besides having Skyway and the JTA fixed-route
bus service as current transit options, the Kings
Mayor John Peyton explains how the new
development will benefit San Marco and the
Southbank.
Avenue Station has been identified as a possible
future location for a bus rapid transit (BRT) super stop.
“BRT will significantly enhance the transportation
experience for hotel guests, area employees
and Southbank residents alike,” said Mike Miller,
JTA Director of External Affairs. “It (BRT) will be
a more efficient, expansive service utilizing the
latest transportation technology. The potential
for having BRT here is just another piece of this
development that will make it so unique.”
Once it’s finished, Kings Avenue Station will
feature 45,000 square feet of retail space and a
total of 220 rooms in a dual Hilton brand hotel,
the Hilton Garden Inn and Homewood Suites.
Left: Some of the nearly 50 guests at the Kings Avenue Station groundbreaking. Middle: The first ground is broken for the new $30 million development
next to JTA’s Kings Avenue parking facility. Right: JTA Chairman Cleve Warren, Project Manager Hank Fonde, developer Mike Balanky, JTA Executive
Director/CEO Michael J. Blaylock and developer Carlton Jones pose for photos at the site of the new development.
Cars utilize the newly opened ramps of the Regency Bypass.
There are many pockets of congestion throughout
the city of Jacksonville. One of the worst is the
Regency area – where the Arlington Expressway,
Atlantic Boulevard, Southside Boulevard and
Monument Road all meet. Traffic in that area can be
scarier than a Freddie Kruger horror film. But thanks
to the long awaited opening of the Regency Bypass,
motorists can now “bypass” this congested area
completely.
JTA opened the final portion of the project, the
southbound ramp that connects Southside Boulevard
to westbound Arlington Expressway on Wednesday,
October 8.
By using the bypass, motorists traveling from the
Northside, Arlington or the Beaches to Downtown
can now avoid much of the congestion by using 9-A
or Merrill Road to the Southside Connector, then
“connecting” directly to the new bypass ramp (just
west of the Regency Square Mall) and the Arlington
Expressway without ever stopping.
Eastbound travelers on the Expressway can use the
bypass to head north into Arlington or across the
Dame Point Bridge, again avoiding the Regency clog.
This was a project over 13 years in the making. In
1994, the JTA contracted with Reynolds, Smith and
Hills for a planning study to improve traffic flow
between the Southside Connector and the Arlington
Expressway. Following that study, Parsons Transportation
Group was hired to look at design solutions for
the Regency area and produce construction plans for
Argyle Forest Blvd. Widening Complete
The ever-growing Argyle
area near the border of Duval
and Clay counties has long
needed some traffic relief.
Over the past two years, JTA
has been busy widening its
main artery, Argyle Forest
Boulevard. Argyle was
widened from two lanes
to four including center
median, bike lanes, upgraded
street lighting, storm water
ponds and new sidewalks
from Blanding Blvd. to the
existing four-lane road
just past Bridgecreek
Drive. All four lanes are
now open to traffic.
Construction took an interesting turn last summer
when work crews, fearful for motorists’ safety, shut
down the Southside Connector for 10 days to install
400-foot steel girders for the new flyover ramps
across the highway.
“This was a more complex design and more difficult
construction than most other projects we face,”
said JTA Chief Engineer John T. Davis. “The unique
curve and angle of the ramps and the unusual
length of the ramps did cause some difficulty. That
is why we took the extra precaution of closing the
Southside Connector when we did. We did not
want to place any motorist in harm’s way while we
installed those huge steel girders across Southside
Boulevard.”
Besides the two new ramps between the Expressway
and Southside Connector, the project also
included reconstruction of the on and off ramps at
Regency Square Boulevard North, a roundabout
on the Expressway’s north service road and the
replacement of a box culvert which carries Strawberry
Creek under the Arlington Expressway, its two
service roads and the two new ramps.
It was the replacement of the Strawberry Creek box
culvert that extended the length of this project far
beyond what was originally planned.
“The box culvert was failing and posed a significant
threat if it had collapsed,” Davis said. “The Florida
Department of Transportation (FDOT) asked us to replace
the culvert as part of our project. FDOT found
the funding and we went in and fixed the problem.”
The additional work added two years to the project
completion date. One ramp that was not added
to the project was a northbound ramp from the
Expressway (in front of the mall). Davis said the
anticipated cost ($25 million for the ramp and rightof-way)
versus the number of vehicles that would
be using a ramp in that direction (estimated at only
330 trips per day by the year 2030) did not make it
economically feasible.
“Motorists traveling westbound on Atlantic
Boulevard and/or the Arlington Expressway (near
the mall), have several other options if they want
to head north. A new ramp there just didn’t make
sense,” added Davis.
What will make a lot of sense to commuters is
using the new Regency Bypass to miss much of that
scary Regency traffic.
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M A K I N G M O V E S
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A C H I E V I N G S U C C E S S
Charles Sawyer Leaves Board After 16 Years
Charles Sawyer
Charles Sawyer is
practically a legend at
JTA having served on
the Board of Directors for
16 of the past 20 years,
including two as its
Chairman. Jacksonville
attorney Michael Cavendish
replaces Sawyer on
the board.
Sawyer first came to the JTA Board of Directors
back in June 1987. He quickly became an advocate
for the downtown people mover that would
become known as the Skyway. Sawyer was, in
large part, responsible for getting the Skyway up
and running.
The “bridge to nowhere” was another key
project completed under Sawyer’s tenure. The
Dame Point Bridge, once thought to be
non-essential, is now a vital connector
between Arlington, Southside, Beaches
and North Jacksonville. Sawyer’s vision
helped create an economic boom in
areas once forgotten and unused.
Sawyer has been a steadying force on a
sometimes turbulent board. A man of conviction,
Sawyer often gets his point across
without saying a word.
“When I first joined the board, I learned a
lot just by paying attention to what Charlie
thought was important,” said JTA Board Chairman
Cleve Warren. “He is a very wise man.”
Sawyer will now spend more time at his
private winery, stomping grapes and creating
new vintages to enjoy. Meanwhile, his
replacement, Michael Cavendish, has some
big shoes to fill.
“The JTA will carry on,” said JTA Executive
Director/CEO Michael J. Blaylock. “Michael
(Cavendish) brings some unique experience
that will certainly help the Authority as we
move forward with our plans to be the
regional transportation provider. But after
seeing Charlie Sawyer sitting in one of those
board seats for 16 years, it just won’t be the
same without him.”
Sawyer was honored at the August board
meeting with a special video tribute, a
resolution and a distinguished service award
honoring his long and dedicated commitment
to JTA and the community.
Forward Movement
Cavendish Joins JTA Board; Replaces Sawyer
Michael Cavendish
Florida Governor Charlie Crist appointed
Jacksonville attorney Michael Cavendish
as the newest JTA board member replacing
Charles Sawyer. The 35-year old Cavendish is
a shareholder with the new Jacksonville office
of Gunster, Yoakley & Stewart ,P.A. Cavendish,
along with Ava Parker, is the second lawyer currently
on the seven-member board.
Executive Director/CEO Michael J. Blaylock
says Cavendish’s legal experience will be an
asset to the Authority. “His background as a commercial
lawyer with a concentration in complex
commercial litigation will serve us well as we
investigate the use of private sector dollars to
help fund our public projects,” said Blaylock.
Cavendish, who’s spent his entire career in the
private sector or with non-profit agencies, says
he’s looking forward to his first foray into the
workings of a large governmental agency handling
multi-million-dollar projects.
New Beaches Route an Early Success;
Daily Ridership Doubles Since Opening
“When I look at the other board members and
the executive director, it’s pretty humbling to
be able to join them,” he said. “I’m going to
be the junior member with the least experience,
and I’ve got to learn from these folks.”
Cavendish, originally from Coral Springs, is a
University of Florida law school graduate. He
was recently named to Florida’s “Legal Elite”
by Florida Trend Magazine.
He also plays active roles in community
groups such as the I.M. Sulzbacher Center
for the Homeless, Community Connections of
Jacksonville and The Florida Bar Foundation,
which helps provide legal services to lowincome
families.
4
Above: Sawyer joins former Jacksonville Mayor Tommy Hazouri, former JTA Executive Director Miles Francis and other dignitaries at the
grand opening of the Dame Point Bridge.
Left: Congresswoman Corrine Brown and Mayor John Peyton join Sawyer to celebrate his 16 years service to JTA.
Middle: Mayor Peyton presents Sawyer with a city proclamation honoring his achievements.
Right: JTA Executive Director/CEO Michael J. Blaylock presents Sawyer with a tribute video of his 16 years at JTA.
M A K I N G M O V E S
There was a famous car commercial that once
pronounced “you asked for it, you got it…”
about its product. Well that same slogan can
be said for JTA’s new Beaches route – the BH-
50. Employers in the Ponte Vedra Beach area
asked for help getting their employees, many of
who were living across town on the Northside,
to work. And when your own slogan says “Regional
Transportation Solutions,” it’s not only a
challenge, it’s your mission.
“Keeping citizens employed is a noble cause,”
said Fred Haley, service planning manager,
about the new service. “A large percentage of
the more than 20.6 million passenger trips we’ve
had in the past two years was getting people to
and from their jobs. That’s important.”
Anthenette Summerlin is one such person benefiting
from the new BH-50. Summerlin was able
to get her new job as a housekeeper at the Marriott
Sawgrass resort thanks to the new route.
“I don’t have a reliable car. So before the BH-
50, there was just no way to get out here to the
Sawgrass area,” said Summerlin. “I love my job
and if not for JTA and the BH-50, it would not
have been possible.”
Summerlin, who lives on the Northside, got her
job through the Gateway WorkSource office,
one of the many agencies and employers that
W I N T E R 2 0 0 7
JTA worked very closely with while planning
this new route.
“The BH-50 is opening up new opportunities
for prospective employees and making it easier
for us as an employment agency to place
people in new jobs in this area,” said Deloris
Quaranta, a supervisor at WorkSource’s
Gateway office. “It’s great!”
The new BH-50 service began with lots of
meetings to determine the possibility of
ridership and at what times those rides were
needed most. Surveys were done, trip planning
was mapped out and a route quickly took
shape. The key was speed and efficiency.
This route would need minimal stops, but
stops at key pick-up points to maximize ridership
while keeping travel time to a minimum.
It was decided to initially schedule two trips
each morning and two in the afternoon. With
this express service, a passenger could
go from downtown to the Sawgrass resort
in less than 45 minutes. The route actually
begins on the Northside, at the Gateway Mall
– a JTA bus hub and a popular pick-up and
drop-off point for Northsiders. The route then
proceeds non-stop to the Rosa Parks/FCCJ
Transit Station downtown before heading
east to the St. Johns Town Center and then
to the Beaches. After making a brief stop at
the South Beach Regional Shopping Center,
the BH-50 then makes its way down A1A
to Sawgrass. In only the first few weeks of
operation (and only running four roundtrips
per day – two in the morning and two in the
afternoon) JTA has seen as many as 50 riders
on the BH-50 and is averaging close to 40
passengers per day.
“The downtown to the St. Johns Town
Center has proven to be a popular leg on this
route,” said BH-50 project manager Liz Peak.
“While the bus currently comes a bit early
for most of the stores at the mall, the restaurant
and hotel employees are using it to get
to and from work. We’re also seeing some
folks using the return leg of the trip (from
Ponte Vedra to Downtown). It’s a chance to
let someone else drive while riders can relax
on the way to and from the office.”
Sometimes it goes way beyond a relaxing
drive home. In the case of A. J. Miller, it
means more quality time with his family.
After a recent ride home on the BH-50,
Miller called JTA to say thank you.
“It is 4:15 and I am already home with my
kids,” Miller said. “Thank you so much!”
Quality time with your family, a new job, a
more relaxing ride home – just a few of the
advantages of riding the new BH-50 by JTA.
5

Why BRT is the Better Choice for Jacksonville
New Bus Rapid Transit vehicles could one day be
operating as the BRT system is developed.
If you ask people whether they would rather ride a
bus or a train – most would probably choose a train.
There has long been a fascination and a certain
romance in this country for trains. Trains are part
of the fabric of America. As children, we grew up
playing with trains. But when it comes to public
transportation, however, trains may not always
be the best choice. Case in point – Jacksonville.
As the Jacksonville Transportation Authority
embarks on its plan to implement bus rapid transit
(or BRT) as part of its overall Regional Transportation
System, many are wondering – why not rail?
Plain and simple, they want their trains. It’s a fair
question. But JTA has not abandoned the idea of
trains. In fact, JTA is currently considering commuter
rail, light rail, and even electric streetcars as part of
its long-range, multi-modal transportation system.
The idea is to use rail as a complement to
bus rapid transit. To better understand each
system, how they work and why one may be
better suited than another in particular situations,
let’s examine what each system does.
Commuter rail is a predominantly dieselpowered
system that typically transports
commuters between suburban “bedroom”
communities into the urban business
district (think of a passenger-only train
picking up people in Palatka, Green Cove
Springs, Orange Park and the Westside
Total Capital Cost
Cost Per Mile
Projected Daily
Riders by Year 2020
(Weekday)
BRT
$388 - $557 Million
$11 - $16 Million
and dropping them at a downtown location
where they would walk, trolley or
Skyway to work or school). The stops are
generally no closer than one mile apart
to allow the train to get up-to-speed.
Having stops any closer would significantly
slow the train, defeating its purpose.
Light rail (commonly referred to as LRT),
however, runs on overhead electric
power and generally transports passengers
within an urban environment. LRT
runs at slower speeds and typically has
more stops than does commuter rail.
Bus rapid transit (BRT) often runs on exclusive
lanes on major arteries, avoiding typical
traffic congestion found on regular bus
service or traveling in your own personal
vehicle. It is flexible, however, not locked
into one set of tracks. BRT can also utilize
LRT
$974 Million - $1.1 Billion
$22 - $32 Million
32,000 - 36,000 36,000 - 46,000
Intelligent Transportation Systems such as
queue jumping and signal priority to gain
ground ahead of regular congestion.
So which is better? Each system has its own
merits and serves its own specific purpose.
In Jacksonville, however, it is believed that
BRT is the best system to mobilize more
people. In short – BRT is the better way.
Proponents for light rail typically argue two main
points in favor of LRT use here in Jacksonville
– existing rail lines and cheaper cost. However,
a closer examination shows neither to be
accurate. (see graphs)
First, let’s look at the existing rail lines.
While it’s true there are three sets of active
rail systems running through the Jacksonville
area (FEC, CSX and Norfolk-Southern) in
addition to the abandoned S-Line, each
has its own challenges. Some see the old
S-line as the perfect setup for light rail in
Jacksonville. But after closer examination,
the S-line is far from the perfect scenario.
What used to be the S-Line, weaves from downtown
to the Gateway Shopping Center on the
Northside (see map). What might seem like
an excellent opportunity for LRT may actually
work better as a neighborhood circulator.
“The S-Line is a circuitous route that is better
suited to a slower neighborhood circulator-type
transit service rather than a direct rapid type
service,” said Scott Clem, JTA Director of
Strategic Planning. “In addition, the S-Line has
numerous cross streets that also makes it better
suited to a neighborhood circulator service. JTA
is currently re-evaluating the merits of the
S-Line as part of its commuter rail study.”
Meanwhile, the City of Jacksonville currently
plans to use the S-Line for its rails-to-trails
program, giving area walkers, runners
and cyclists new recreation space.
Many local proponents of rail here also
point to the existing rail line along Philips
Highway as one that could be used for LRT
and the business growth along this corridor
would seem to support that argument. So
far, there has been one significant drawback
to that plan—the railway’s private owner
has said no. Florida East Coast Railway (FEC)
has made it clear to this point that it has no
intentions of selling or leasing its tracks, but
might consider selling right-of-way along
its tracks. JTA will continue to explore its
options with FEC as a way to keep LRT as
part of the transportation discussion.
“The CSX railroad, which parallels Roosevelt
Boulevard (US 17), is a good opportunity for
commuter rail,” says Ed Castellani, engineering
consultant to JTA. “CSX is also a
private railway. Agreements would have to
be reached to either buy the tracks (as FDOT
has done in the Orlando area) or lease the
right to use tracks. Both of these arrangements
would be viable, but expensive.”
BRT guideways like
this one in Eugene,
Oregon will improve
traffic flow throughout
the city.
Source: Charlotte Area Transit System
Exclusive lanes allow buses to zip past stalled traffic congestion.
“I can see a commuter train transporting
passengers from Palatka, Green Cove, and
Orange Park into town every 30-60 minutes
and then home again at night,” Castellani
said. “We would use BRT to supplement the
commuter rail and feed into the system.”
But even this idea has potential long-range
issues. With the recently announced expansion
at JaxPort, freight container traffic heading
from the First Coast to Central Florida on those
very same CSX lines is expected to double
over the coming years. That means less track
time will be available for commuter rail traffic,
severely limiting the commuter travel window.
Castellani says existing track usage would prevent
running the commuter trains more frequently than
every 30-60 minutes. Expanded freight traffic
would put that time schedule in jeopardy. The
frequency issue is an important factor in having
a successful transit system. Castellani adds that
the flexibility of BRT makes it more ideal, even
with the existing rail lines. He cites the Skyway as
the perfect example of what can happen to rail.
A Better Way
“The Skyway is basically an elevated LRT. It was
designed to move downtown workers people from
parking lots into the city’s core business district,”
said Castellani. What happened though, was that
the businesses and major employment centers
moved to the suburbs. You can’t just pick up and
move the Skyway or any other rail system.
When BRT is constructed, the foundation for LRT
is put in place. If a route is extremely popular and
gains enough ridership to support LRT, the cost
The FTA concurs with using BRT in Jacksonville as the
primary mobility source and the main component of
Jacksonville’s Regional Transportation System plan.
for the foundation work is already completed. Rail
lines and power are added to the existing right-ofway
and a light rail train system is born.
Comparisons between BRT and LRT are often made,
including by some urbanites here on the First Coast.
They are rarely made, however, using an apples-toapples
test as most systems differ so greatly. But
one city, Los Angeles, may offer the perfect look at
how BRT and LRT match up head-to-head.
Los Angeles, the nation’s second largest city, has
both BRT (called the Orange Line) and LRT (light
rail transit called the Gold Line). LA’s Gold Line
(LRT) opened in 2003, while the Orange Line (BRT)
opened in 2005. Each is about 14 miles long and
each has 13 stations, approximately one mile apart.
Both were built at-grade, have signal-priority granting
the transit vehicles green lights at intersections
and both serve primarily a suburban, middle-class
area. These nearly identical routes, length and
number of stops makes for a perfect comparison of
LRT versus BRT.
(continued on page 12)
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7

A C T I O N I T E M S
What Time Is It?
3:25 p.m., 86 o F
JTA continues to search for new ways to
improve the customer experience. That
is why new digital signs were installed
at the Rosa L. Parks/FCCJ Transit Station
downtown. The large signs feature both the
current time and temperature and can be
clearly seen from across the transit station.
“I felt it was something that needed
to be added for our customer’s sake,”
said Michael J. Blaylock, JTA Executive
Director/CEO. “That is information
they need to know and now they have
it without running over to the small
monitors to see what time it is.”
Blaylock added that when people depend
on your transportation services, you
owe it to them to give them as much
information as possible. The signs are
located on both the east and west
sides of the customer service building,
directly above the ticket windows.
Board OKs First Fare Hike in 9 Years
For the first time in nearly nine years, the
Jacksonville Transportation Authority Board of
Directors approved a change in transit fares.
Since 1999, just the cost of fuel alone has increased
more than 200%. So, it has been costing
JTA more money to provide the same services
for many years and JTA has been able to avoid
passing that cost increase on to our customers.
But now, the revenue we generate from our fares
simply isn’t able to keep up with the rising costs.
The good news for our customers is that JTA will
still have some of the lowest transit fares in the
entire state of Florida.
JTA employees in many departments communicated
this important proposal to our customers in
a variety of ways.
During the month of August, strategic planning
staff held four identical public hearings (in each
quadrant of town) to explain the fare adjustments
to our customers and to receive public
comment on the modifications. A customer
feedback area was developed for the JTA
Website. Customer service employees and
transit coordinators passed out thousands of
flyers to our customers at Rosa L. Parks/FCCJ
Transit Station and on many bus routes. Transit
Ambassadors encouraged customers to attend
the public hearings and informed them of the
proposed change. For more than a month, every
JTA bus has had a sign posted regarding the
proposed fare adjustments.
The feedback was reviewed, adjustments
were made and the fare increases took effect
October 1.
Service Planning, Customers
Talk Route Changes
For the past several months, JTA employees
in the service planning department have been
conducting public meetings called Transit Talk.
These meetings helped get information from
our riders about the services they want and
need from the fixed route system.
After taking literally hundreds of comments
and suggestions via Transit Talk meetings,
online surveys and one-on-one interviews,
JTA implemented a variety of bus route improvements
which began September 3, 2007.
More than 10 different routes/schedules were
changed based upon the results of the JTA
Service Planning
Manager Fred Haley
tells JTA bus riders
how their input
helped influence
bus routes changes.
Transit Talk program. Another round of changes
will occur in January.
This latest series of changes is another example
of our on-going commitment to work with our
riders to improve our system. With new website
pages, signs posted on buses and flyers distributed
at hubs, JTA is ensuring that our riders are
made aware that these latest bus improvements
came directly from their participation in the
Transit Talk program.
Done and Developing
JTA Responds to Rising AirJTA Demand;
Expands Service to River City Marketplace
AirJTA, the Jacksonville Transportation
Authority’s downtown-to-airport shuttle
service added a new stop on both inbound
and outbound service sure to entice potential
employees and those looking for
a good deal. This special JTA transit
service now makes stops at the River City
Marketplace, the new outdoor shopping
center on Jacksonville’s Northside. The
expanded service kicked off September 4.
“Adding the River City Marketplace to
the AirJTA service provides a major
employment, shopping and entertainment
destination to this route,” said Fred
Haley, JTA Service Planning Manager.
The AirJTA route (also known as the NS33)
began in June 2006 with express service
from downtown directly to hotels and restaurants
along Airport Road and the Jacksonville
International Airport (JIA) terminal. Since
February 2007, ridership on AirJTA has
increased by 47 percent and demand for a stop
at the new mall has been overwhelming. The new
expanded service allows employees, hotel guests
or business travelers with extended layovers,
to enjoy great restaurants and shopping at the
River City Marketplace or zip into Downtown
in only 30 minutes for just $3 each way.
River City Marketplace
JTA Wins National,
State Marketing Awards
October 2007 was a very good month for
JTA marketing. On October 9, the American
Public Transportation Association (APTA)
selected the Jacksonville Transportation
Authority’s AirJTA brochure as its first place
winner during the 2007 AdWheel Awards
held in Charlotte, NC. Then on October 23,
JTA’s new Bikes on Buses (BoB) instructional
video grabbed top honors from the
Florida Public Transportation Association
(FPTA) at its annual conference in Orlando.
This was the second time in the past
three years that both organizations
have honored JTA for its marketing
and communications efforts.
The AirJTA brochure, designed to resemble
an airline boarding pass, is for the Authority’s
airport shuttle service that runs from
downtown to the Jacksonville International
Airport. Inside the award-winning brochure
are inserts featuring the route map, costs,
parking options and the daily AirJTA
schedule. APTA named the brochure
first in the print schedule category.
After recently eliminating the permitting
and training requirement for
its BoB program, JTA produced
a step-by-step, web-based
instructional video in both
English and Spanish to teach
potential users about
mounting their bikes
on JTA buses. The
award-winning video
is available for
viewing at www.
jtafla.com.
The large, comfortable and brightly-colored
bus comes complete with a luggage rack,
air-conditioning and the convenience of
minimal stops. Detailed information can
be found at the JIA information booth
or on JTA’s Website www.jtafla.com.
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W O R K I N G S M A R T E R
Making Every Decision Count
Connexion on Russian Radar
Senior Team Greets New Faces
Members from the Russian-speaking delegation took notes and asked questions as
they toured the JTA Connexion operations facility.
A group of advocates for people with
disabilities traveled more than 10,000
miles to the United States just to see JTA
Connexion in action. The group hopes to
duplicate this vital service back in their
homeland. For the untold millions of disabled
citizens in former Soviet-controlled republics
like Uzbekistan, a service like the JTA
Connexion could be a force for change.
The Uzbekistani delegation, hosted by the
U.S. Department of State’s International
Visitor Leadership Program, requested to
meet with staff and tour the Connexion facilities
to see the operations and services of
a successful paratransit service firsthand.
Connexion staff members gave the four
person, Russian-speaking delegation, two
of whom were disabled, a day-long,
detailed overview of JTA’s paratransit
service functions and operations. Staff
emphasized the service’s benefits to the
disabled community, especially for those
who can not access the fixed route bus
system. The delegation was also given
a tour of the Connexion control center
and the eligibility and training center.
During the tour, delegation members
were able to meet with and observe
the employees and staff while they
were actually performing their assigned
duties. The delegates were particularly
impressed that disabled employees were
working in the Connexion Control Center—
a rarity in most underdeveloped countries.
After the tour, Oybeck Isoqov, Chairman of
Disabled People’s Society of Uzbekistan,
remarked that it was “essential to develop
and implement a similar program in
Uzbekistan” and he was “very impressed”
with the Connexion operation. He added,
“We need to convince our government that
this is a needed service in our country and
now we can show them that it does work.”
This was Connexion’s first visit by a foreign
country’s officials. According to Connexion
Manager Patricia Collins, “It was an excellent
opportunity to exhibit our operation on a
global scale. It was truly a great JTA day.”
Chad Reese
Transit Chief Operating Officer
The JTA Senior Team has two new members
and a third has a new title to go along with
some new responsibilities.
Chad Reese, Ph.D., has been named as the
transit chief operating officer replacing former
JTM president Tom Jury. Reese comes to the
JTA after seven years as general manager at
Veolia Transportation where he ran transportation
services for the cities of Phoenix, Arizona
and Austin, Texas.
Scott Clem
Director of Strategic Planning and Research
Reese also has transportation experience in
Florida, with manager positions in Gainesville
and Tampa. While under his direction, the
Regional Transit System in Gainesville was named
Small Transit System of the Year by the American
Public Transportation Association.
Reese is a 1995 graduate of Troy State University
with a Master’s Degree in public management. In
2006, Reese earned his doctorate in organizational
leadership. Born and raised in Alabama, Reese
says coming to Jacksonville feels like “coming
home.” As transit chief operating officer, Reese
will manage the day-to-day operations of the bus,
Skyway, maintenance and Connexion divisions.
Reese began his duties on July 23.
Scott Clem, JTA’s new director of strategic
planning and research, is not new to the First
Coast. Clem spent the past 15 years working
in St. Johns County in various planning and operational
capacities, including assistant county
administrator for operations. Clem began his
extensive career in Tallahassee over 25 years
ago as a planner for the Florida Department of
Community Affairs.
In his new role, Clem will focus on the
Authority’s plan to develop a comprehensive,
multimodal transportation system involving
transit, highway engineering and other initiatives
to support the needs of the region.
Meanwhile, former director of strategic planning,
Steve Arrington, is now the director of
business development and special projects. In
his new role, Arrington will oversee the funding
and building of the Jacksonville Regional Transportation
Center in LaVilla. When completed,
the JRTC will house a new JTA bus terminal,
Greyhound station, an expanded Skyway facility
and parking garage, Amtrak, a traffic management
center, retail suites and JTA offices.
Arrington will also be researching new funding
sources for the Authority.
JTA, City Thanks Disabled Services Chief
Springfield Bus Shelter Design Honored
The First Coast Chapter of the Florida
Planning and Zoning Association (FPZA)
selected the Jacksonville Transportation
Authority as its “Redevelopment Award”
winner for its Main Street bus shelter
project. The award was presented at the
chapter’s annual banquet October 13 at the
historic Bayfront Hilton in St. Augustine.
The FPZA praised JTA for the way the
design and construction of the shelters
contributes to the continued redevelopment
of the Springfield Town Center.
“The shelters exhibit the commitment of
the JTA to help revive the historical nature
of the Springfield area while providing for
mass transit and ridership needs,” said
FPZA chapter Treasurer Al Walker.
JTA facilities manager Van Dyke Walker
accepted the award on behalf of the Authority.
JTA joined City of Jacksonville officials, coworkers,
friends and community members
in honoring longtime JTA advocate Johan
A. “Jack” Gillrup at a special retirement
event celebrating his 16 years serving
Jacksonville’s disabled community. At the
ceremony, JTA’s Ken Middleton presented
Gillrup with a special engraved clock
recognizing his outstanding contributions to
the Authority and the disabled community.
As a strong community advocate for JTA,
Gillrup was instrumental in assisting the
Authority with the Community Transportation
Coordinator (CTC) transition in 2001.
Through the years, Gillrup developed strong
professional bonds and formed lasting
friendships with many of JTA’s CTC staff.
For example, when Disadvantaged
Business Enterprise (DBE) Manager
Ken Middleton worked in the CTC
department, it was Jack Gillrup who
initiated Middleton’s nomination to
receive the “Man of the Year” award
from the Mayor’s Disability Council.
After so many years of service, Gillrup
leaves behind a legacy of impressive
accomplishments including the
establishment of the annual Jim Brady
Scholarship Program for students
with disabilities and the authorship of
Jacksonville City Ordinance 2002-8869,
which requires Jacksonville businesses
to make their properties accessible
to all persons with disabilities.
DBE manager Ken Middleton presents
honoree Jack Gillrup a special award
of appreciation on behalf of the JTA.
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M O V I N G F O R W A R D
BRT for Jax
continued from page 7
The BRT line was expected to start out averaging
between 5-7,000 weekday boardings and then grow to
22,000 within 15 years. Remarkably, the BRT had topped
its 2020 projection by its seventh month. By comparison,
the LRT line was expected to start with around 30,000
weekday boardings, increasing to 60,000 within 20
years. However, the actual LRT ridership has been lower
than that of the BRT – obviously far below projections.
New Council Gets
“Schooled” on JTA
Progressive Design
New JTA Buses, Design a Hit with Passengers;
Plain White Design Replaced with Bold, New Look
The capital cost of the BRT was $349 million (or
$25 million per mile). The LRT cost more than
twice that amount – $859 million ($61 million
per mile). The operating cost also favors the BRT,
costing about 54 cents per passenger compared
to the $1.08 for each LRT passenger.
In Jacksonville the numbers also favor BRT. While
projected 2020 daily weekday ridership numbers are
slightly higher on LRT (BRT - 34,000 to LRT - 41,000), the
projected cost makes BRT a much better deal. A 34-mile
BRT system here is expected to cost between $388-557
million or $11-16 million per mile. LRT on the other
hand would cost a total of $974 million - $1.1 billion
or $28-32 million per mile. No matter how you look at
it, BRT is the most cost-effective choice – the better
choice – for Jacksonville. Not only does JTA think so,
so too does the Federal Transit Administration (FTA).
The FTA carefully considers cost, mobility and
other key factors when deciding to fund projects
like LRT or BRT. The FTA concurs with using BRT
in Jacksonville as the primary mobility source and
the main component of Jacksonville’s Regional
Transportation System plan. JTA continues to study
ways to incorporate LRT and commuter rail into its
master plan. Rail would be used to supplement the
BRT, trolley and Skyway services as the number of
daily riders increases to justify the increased cost.
“We have looked at all the data and feel that BRT
is the best option for Jacksonville,” said Clem. But
we also know that we cannot rely solely on one
system here. We must take a multi-modal approach.
We fully expect to see BRT, rail, river transit, trolleys,
Skyway and even vans used to transport people
around Northeast Florida. Every mode is an option.”
What is not an option, adds Clem, is to wait until
congestion and development have made any transit
too expensive and difficult to establish. By adopting
a balanced and comprehensive transit system now,
Jacksonville will be preparing to offset a future where
traffic gridlock is our reality. Without a multi-modal
plan, that reality will come sooner, rather than later.
Newly elected city councilmen Don Redman, Clay Yarborough and Johnny Gaffney listen
intently to a presentation on bus rapid transit.
JTA understands that getting up to speed on
a new job can be challenging, so recently JTA
invited the newly elected city council members
to a special JTA workshop to give the members
a complete review on JTA operations,
services and its strategic initiatives.
“Because we work so closely with our city
council members on important regional transportation
issues, it is essential to share JTA’s
strategic plans,” said Executive Director/CEO
Michael J. Blaylock. “The council and this
Authority are dedicated to working together to
meet and exceed the transportation needs of
the Northeast Florida community now and in
the future.”
BoB Permits
Eliminated
The JTA has revamped its Bikes on Buses
(BoB) program. Permits are no longer
required to take your bike along on any
of JTA’s 175 buses. New instructional
brochures and videos are now available on
the JTA Website to teach BoBers how to
use the bike racks. Visit www.jtafla.com to
view the video in English or Spanish or to
download the instructional brochure.
This unique workshop allowed city council
members to actively engage JTA senior
management and staff on a variety of topics
including the latest developments with
the Regional Transportation System (RTS)
initiatives such as the bus rapid transit
system, the commuter rail study and the river
transit study. Council members also received
detailed updates on JTA construction and
engineering projects including the Better
Jacksonville Plan.
After the working session, council members
hit the road on one of JTA’s brand new buses
to take a traveling tour of key construction
roadway projects around Jacksonville.
A passenger loads his bike on a JTA
bus. Permits are no longer required
to use the Bikes on Buses’ service.
They’re sleek, silver and are getting plenty
of attention wherever they go. They are
the first 23 of what will eventually total
three dozen new buses rolled out recently
by the JTA. Gone is the plain white
paint scheme so familiar for all these
many years. The new buses have a bold,
new look – silver with a red and yellow
forward motion-like design intended to
promote the progressive movement of this
Northeast Florida transportation agency.
“The JTA is remodeling its entire transit
system to be more customer-focused
and these new buses will play a major
role,” said JTA Executive Director/CEO
Michael J. Blaylock. “They really do
enhance the passenger experience.”
Not only do these new buses, built and
distributed by the Gillig Corporation,
look great inside and out, they are more
environmentally friendly, offering lower
exhaust emissions than the older and
(Above) The new buses attract customers to try transit as an alternative to the high cost of gasoline and the
frustration of traffic congestion.
(Inset) Interior amenities include comfortable seating in a temperature-controlled environment.
more traditional buses. Exhaust emissions
on the new buses meet today’s federally
mandated diesel exhaust emission standards.
JTA’s buses will also run on cleaner burning
low sulfur diesel fuel and get better gas
mileage than ever before. The Authority’s
older buses average 3.5 miles per gallon
and the new buses average over four miles per
gallon. And while one-half mile per gallon
may not sound like much, when you factor in
the number of miles these buses accumulate
each year, the savings is remarkable. Consider
this – each bus will save nearly 18,000
gallons of fuel over its lifetime. That adds up
to over 642,000 gallons of diesel fuel saved
by adding the 36 new buses to the fleet.
This new look is a great first step towards
introducing some of JTA’s upcoming
changes in bus services. Not only are
the buses improving, the routes and
customer service are improving as well.
“We have found that passengers enjoy
riding on a public transit vehicle that is
clean, comfortable and fun to ride in,”
said Chad Reese, JTA’s Transit Chief
Operating Officer. “The new buses have
a great, warm and friendly look that
attracts customers to try transit as an
alternative to the high cost of gasoline
and the frustration of traffic congestion.”
All of the new buses offer a low-floor
entry so passengers can board with
minimal effort. Interior amenities include
comfortable seating in a temperaturecontrolled
environment. Each of the
buses is ADA compliant, complete with
ramps and wheelchair accessibility, so
that nearly everyone can ride them.
To further enhance the customer
experience, the JTA is also exploring
the possibility of providing wireless
internet access on its buses.
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