Metrobus Transit Study.pdf - City of St. John's

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St. John’s Transportation Commission (Metrobus) 2011 Market Assessment and Strategic Directions Study – Part D: Strategic Directions (this page left intentionally blank) Dillon Consulting Limited Page 90
St. John’s Transportation Commission (Metrobus) 2011 Market Assessment and Strategic Directions Study – Part D: Strategic Directions 14.0 FARE STRATEGIES 14.1 M-Card The implementation of the M-Card in 2006 replaced the 10 Ride Card, Monthly and Semester Pass paper media. Its introduction has increased revenue security as well as provided the flexibility to introduce other fare payment options in the future. It has also been beneficial to transit users as the added convenience allows passengers to fill up their cards at stations and on the internet and not be left looking for exact change as they board the bus. The various surveys have found that the M-Card has been significantly more popular than cash as a means of fare payment and M-Card usage covers about 75-80 percent of riders 7 . It is recommended that Metrobus continue to expand the M-Card system and introduce more outlets and technology upgrades. M-Card also offers the opportunity to develop a combined transit and parking pass. By recognizing that some transit users will occasionally require a car for specific trip making, having the M-Card compatible with parking payment systems will increase the convenience of the card for transit users, particularly at strategically located park and ride lots. M-Card is also very adaptable to special promotions, rewards programs and affinity programs with retailers or other partners. Metrobus is a transit industry leader with this technology and should continue the momentum already developed. 14.2 Fare Strategy and Affordability Fare increases, no matter how small, are viewed negatively by passengers especially if they perceive that the service they are receiving has not improved. However, fare increases are needed to keep up with the rising costs of operating and maintaining the system (e.g. fuel, wages, etc.). Ideally, small fare increases should be implemented annually during the budgeting process to avoid large one-time increases to “catch up”. Larger fare increases should be tied to the introduction of new services, extended service hours or improved frequency of service, provision of new equipment or in response to extraordinary circumstances (e.g. sudden, dramatic increase in fuel costs). This approach to setting fares will give customers the impression that they are getting appropriate value from the increased fare. Metrobus has several fare categories, with discounts to specific demographic groups (seniors, students, children) offered for 10-ride tickets and monthly passes. There is also a single cash fare for all age categories (with the exception of child fares), which is effective and appropriate. Metrobus should move as quickly as possible to a single cash fare for all categories as this will greatly simplify ridership reporting and operations while reducing potential for conflict between drivers and users. Pricing strategies and incentives should continue to move as many users as possible from cash to tickets and passes on the M-Card. While this reduces the average fare, the conversion of occasional cash riders to become more regular transit users is a key growth strategy. The practice of discounting fares for key promotions (i.e. Eighties Promotion in August) is an effective means of getting people to try the service or use it more. The Eighties Promotion reduced 7 This statistic was noted from the passenger surveys. Actual system usage of M-Card is between 60 to 65 percent of riders. Dillon Consulting Limited Page 91
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Metrobus Market Assessment and Stra
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St. John’s Transportation Commiss
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Page 52 and 53: St. John’s Transportation Commiss
Page 132: APPENDIX A Online Questionnaire Sam
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Page 145 and 146: 2007 Service Change 1. Did you ride
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Metrobus Market Study and Strategic
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APPENDIX B CNA Student Survey and R
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Student Profile/Transit Use 1. Are
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Non Transit Users Off Campus 1. How
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Non Transit Users On Campus 1. What
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3. How do you normally pay for your
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Transit Users 1. What other trips d
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Universal Student Transit Pass One
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Introduction Metrobus is evaluating
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Student Profile/Transit Use 1. What
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Non Transit Users Off Campus 1. How
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Non Transit Users On Campus 1. What
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3. How do you normally pay for your
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Transit Users 1. What other trips d
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Universal Student Transit Pass One
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Introduction Metrobus is evaluating
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2. Main type of business activity:
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Relationship to Transit 1. Does you
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8. Would you CONSIDER participating
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Survey Completion Thank you for you
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APPENDIX E Onboard Passenger Survey
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Tell us about yourself and your tra
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APPENDIX F Peer Review Municipaliti
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APPENDIX G Off-Street Terminal Desi
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Metrobus Transit Study.pdf - City of St. John's

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