California State Rail Plan 2007-08 to 2017-18

Chapter IV – Marketing ProgramGROUP TRAVELKids ‘n’ Trains - The Kids ‘n’ Trains Program teaches young people to learnabout train travel on the Pacific Surfliner and San Joaquin routes. The programpromotes field trips at a discounted fare for youth aged three to eighteen.Everyone in the group pays the same low fare for their round trip adventure bytrain.Originally, the goal of the program was to increase ridership at off-peak periods.Today the program offers an educational opportunity for the kids and theirchaperones to discover, explore, and learn about popular destinations inCalifornia, such as museums, zoos, and even the State Capitol. The Kids ‘n’Trains Program’s popularity has increased steadily over the years. Last year’sridership increased 18.7 percent on the Pacific Surfliner and increased 5.7 percenton the San Joaquins from the previous year.Future plans include continued promotion of the program to educate childrenwhen they are young about the benefits of rail travel. These children also help usadvertise and promote rail travel by sharing their experiences with friends andfamily. For customer convenience, online registration is being added to theAmtrak California web site effective fall 2007.Senior Travel Program – The Pacific Surfliner and San Joaquins “All AboardSeniors!” Program was launched in January 2004. The program was patternedafter the successful Kids ‘n’ Trains Program and will continue to expand in thefuture. The program is designed to appeal to seniors who have discretionaryincome and can travel in off peak periods when ridership is low. Participation hasgrown through word of mouth and offers group discounts to a growing segment ofCalifornia’s population that is predisposed to train travel according to ongoingresearch. For customer convenience, online registration is being added to theAmtrak California web site fall 2007.College Student Discount Travel Program – The Department and Amtrak willcontinue to sponsor a student discount program on the Pacific Surfliner andSan Joaquins routes. The program provides a 20-percent discount to students whoshow a student identification card from participating colleges. There are11 participating colleges and universities with easy access to Amtrak stations.The program introduces Amtrak travel to students who might otherwise travel bycar to and from campus. The Department collaborates with university officials tomake promotional materials available on campus to students and parentsthroughout the school year. Amtrak advertising appears in the college onlinenewspapers to maintain awareness. Research suggests that college students have ahigh potential to become regular train travelers in their post college years. TheDepartment will continue to evaluate the effectiveness of this Program and expandit as other cost-effective partnerships with colleges and universities are identified.71