California State Rail Plan 2005-06 to 2015-16

service levels, service extensions, and new services the Department considers:
• Ridership demand based on actual train ridership, or in the case of extensions or
new routes, based on bus ridership and overall travel demand in the corridor.
• Improved cost-effectiveness of existing services, and positive cost-effectiveness of
new routes.
• Feasibility of increased service based on route capacity, equipment availability, and
infrastructure quality.
• Local support for the service.
Also, the Department’s progress in meeting principal route objectives is assessed. Actual
results and future objectives in the prior California State Rail Plan are compared with
those in the current State Rail Plan.
OPERATIONS PROGRAM
The operations, marketing, and capital programs are all interrelated. The Operations
Program includes operational efficiency which is heavily dependent on capital improvements
and also includes schedule planning and cost and revenue analysis. The
Department is continually working to improve on-board and station amenities and
passenger information. All three routes have connecting Amtrak bus service, with the
San Joaquins including an extensive network of buses that is an essential element of the
Route. Improving multi-modal connectivity to the routes is also an important focus of
operations.
Chapter IV–Marketing Program
MARKETING PROGRAM GOALS
• Establish a position for California train travel in consumers’ minds. Market rail
travel as fun, easy-to-use, relevant to travel needs - in short “Travel made simple.”
• Emphasize Amtrak’s everyday low fares and implement fare promotion campaigns.
• Develop ridership in specific primary target markets, such as the “mature market”
(persons over 50), families, and Hispanic persons. Secondary markets include
business travelers and college students.
• Promote important recent improvements to the corridors.
• Work with local agencies to market special events where train travel is an option.
• Promote new train and feeder bus services.
DEPARTMENT’S MARKETING PROGRAM
The Marketing Program has a number of components. Advertising is a joint program
with Amtrak and focuses on the “Travel made simple” concept. Public Relations/
Outreach includes special promotions, media relations, printed materials, and
special events. There are group travel programs for kids, seniors, and students. The
Department coordinates its rail safety activities with California Operation Lifesaver, and
contracts for market research. The Capitol Corridor Joint Powers Agency (CCJPA) has its
own marketing program, which includes a combination of grassroots local marketing
efforts and broad-based joint media campaigns. The CCJPA coordinates its marketing
efforts with the State, Amtrak, and CCJPA member agencies.
Executive Summary California State Rail Plan 2005-06 to 2015-16 5