California State Rail Plan 2007-08 to 2017-18

during evenings and weekends.• Create “seamless” multimodal connectivity between intercity rail servicesand local rail, transit, and airports, with convenient connections to all majorurban, and many tourist and rural destinations.TEN-YEAR INTERCITY RAIL SERVICE LEVELSAND FINANCIAL PLANThis chapter presents the Department’s 10-year proposed intercity passengerrail ridership and service levels; projected revenue, expense, and farebox ratiofor existing routes; and projected state costs for existing and new routes.The increased service levels, service extensions, and new services are consistentwith the operations goals.Also, the Department’s progress in meeting principal route objectives isassessed. Actual results and future objectives in the prior California State RailPlan are compared with those in the current State Rail Plan.OPERATIONS PROGRAMThe Department’s operations, marketing and capital programs are allinterrelated. The operations program focuses on: operational efficiency,passenger amenities, emerging technologies, connecting Amtrak busservices, and multimodal connectivity. Operational efficiency which is heavilydependant on implementation of capital improvements includes the goal of90 percent on-time performance on all three routes. Emerging technologiesis a new program focus and includes implementation of on-board wirelessinternet service, automated ticket validation and on-line ticketing, and acomprehensive wireless network with many operational applications.All three routes have connecting Amtrak buses service, with the San Joaquins’extensive bus network being integral to the Route. Multimodal connectivity toeach route is continually being refined, including ticket transfer programs andschedule and station stop coordination.Chapter IV – Marketing ProgramMARKETING PROGRAM GOALS• Increase ridership by promoting new and expanded train and feeder busservices.• Develop strategic partnerships with entities such as Air Quality Districts,transit agencies, and the private sector to leverage scarce media funds.• Develop new ways to reach our target audience more cost effectively withan emphasis on the emerging online technology.• Develop ridership in primary target markets including the Hispanic,the “mature” (travelers over 50 years old), and family markets. Secondarymarkets include business travelers, solo travelers, and college students.• Promote recent improvements to the rail corridors including the opening ofnew and renovated stations and other capital programs.Executive Summary California State Rail Plan 2007-08 to 2017-18 5