This is the FOURTH in a series of presentations that deals with the question: how can we make public transit systems more effective at attracting new riders and shaping urban regions? Alan Hoffman, an internationally recognized expert in transit markets, discusses the findings of market research he has conducted or supervised, as well as his work advising cities and regions across the planet on how to improve their transit systems. This fourth presentation explores the second of the three key strategic variables introduced in Part Two: System Performance. It features case studies of Bogota, Colombia, and Brisbane, Australia, both of whom created innovative network designs that radically decreased transit travel times for many trips, leading to significant gains in ridership. The Mission Group is a strategy firm that has helped many cities devise strategies to boost the long-term effectiveness of their transit planning so that they can set and achieve ambitious goals for transforming the role that transit plays in their regions. We're the experts in transit markets.

1. A Market-Focused Paradigm for Public Transit, pt. 4: Saving People Time 1© 1998-2013 by The Mission Group. All rights reserved.
A Market-Focused Paradigm
for Public Transit
THE MISSION GROUP
Part 4—Saving People Time
Alan Hoffman ▪ San Diego, California ▪ (619) 232-1776 ▪ info@missionconsult.com
© 2013 by The Mission Group. All Rights Reserved.
PART
4
Improving Transit in the Bay Area: Principles of Effective Systems© 2006 by The Mission Group 1
A Market-Focused Paradigm
for Public Transit
THE MISSION GROUP
Part 4—Saving People Time
Alan Hoffman ▪ San Diego, California ▪ (619) 232-1776 ▪ info@missiongrouponline.com
© 2013 by The Mission Group. All Rights Reserved.
PART
4www.missionconsult.com

2. A Market-Focused Paradigm for Public Transit, pt. 4: Saving People Time 2© 1998-2013 by The Mission Group. All rights reserved.
In part 2 of this presentation,
we identified the three key strategic
variables that drive modal choice:
In part 3, we looked at Network Structure.
Here in part 4, we’ll focus on System
Performance—how to save people time.
Network
Structure
(Connectivity)
System
Performance
(Time)
Customer
Experience

3. Einstein
discovers
that time
is actually
money.

4. You can save people time
with the right network structure
and the right infrastructure
to support it.

5. Case Study:
Bogotá, Colombia
TransMilenio BRT System

6. A Market-Focused Paradigm for Public Transit, pt. 4: Saving People Time 6© 1998-2013 by The Mission Group. All rights reserved.
Bogota: TransMilenio

7. A Market-Focused Paradigm for Public Transit, pt. 4: Saving People Time 7© 1998-2013 by The Mission Group. All rights reserved.
The Original Idea
Original Plan: Build a Metro
BRT
Elevated Metro
Workshops
Subway
Build a single metro line,
half elevated, half
underground.

8. A Market-Focused Paradigm for Public Transit, pt. 4: Saving People Time 8© 1998-2013 by The Mission Group. All rights reserved.
The Original Idea
Original Plan: Build a Metro
BRT
Elevated Metro
Workshops
Subway
Build a single metro line,
half elevated, half
underground.
The Problem
When then-mayor Enrique
Peñalosa asked, “what
about all the areas of the
city not within walking
distance of a station?” He
was told, “Oh, you can run
BRT routes on all of the
major arterials to feed it.”

9. A Market-Focused Paradigm for Public Transit, pt. 4: Saving People Time 9© 1998-2013 by The Mission Group. All rights reserved.
The Response: Leadership
BRT
Elevated Metro
Workshops
Subway
Reality
Rail option would have
used up most funds; BRT
would follow “minimal
investment” strategy due
to few leftover funds.

10. A Market-Focused Paradigm for Public Transit, pt. 4: Saving People Time 10© 1998-2013 by The Mission Group. All rights reserved.
The Response: Leadership
BRT
Elevated Metro
Workshops
Subway
Jettison rail plan and do
BRT “right”; maximize
system development and
associated changes in
pedestrian infrastructure.
Mayor’s Response
Reality
Rail option would have
used up most funds; BRT
would follow “minimal
investment” strategy due
to few leftover funds.

11. A Market-Focused Paradigm for Public Transit, pt. 4: Saving People Time 11© 1998-2013 by The Mission Group. All rights reserved.
1
Mile
Old Network Thinking
Traditional transit planning
is based on corridor-focused
lines (typically light rail or
BRT) with stops every mile.
This type of network forces
multiple transfers, slow
journeys (for trips
exceeding the region’s
median length commute),
relatively low frequencies,
and high operating costs.

12. A Market-Focused Paradigm for Public Transit, pt. 4: Saving People Time 12© 1998-2013 by The Mission Group. All rights reserved.
1
Mile
Old Network Thinking
Traditional transit planning
is based on corridor-focused
lines (typically light rail or
BRT) with stops every mile.
This type of network forces
multiple transfers, slow
journeys (for trips
exceeding the region’s
median length commute),
relatively low frequencies,
and high operating costs.
A
A Begin Trip

13. A Market-Focused Paradigm for Public Transit, pt. 4: Saving People Time 13© 1998-2013 by The Mission Group. All rights reserved.
1
Mile
Old Network Thinking
Traditional transit planning
is based on corridor-focused
lines (typically light rail or
BRT) with stops every mile.
This type of network forces
multiple transfers, slow
journeys (for trips
exceeding the region’s
median length commute),
relatively low frequencies,
and high operating costs.
A
B
A
B
Begin Trip
Vehicle Stops at
Every Station

14. A Market-Focused Paradigm for Public Transit, pt. 4: Saving People Time 14© 1998-2013 by The Mission Group. All rights reserved.
1
Mile
Old Network Thinking
Traditional transit planning
is based on corridor-focused
lines (typically light rail or
BRT) with stops every mile.
This type of network forces
multiple transfers, slow
journeys (for trips
exceeding the region’s
median length commute),
relatively low frequencies,
and high operating costs.
A
B
C
A
B
C
Begin Trip
Vehicle Stops at
Every Station
Transfer;
Wait for Vehicle

15. A Market-Focused Paradigm for Public Transit, pt. 4: Saving People Time 15© 1998-2013 by The Mission Group. All rights reserved.
1
Mile
Old Network Thinking
Traditional transit planning
is based on corridor-focused
lines (typically light rail or
BRT) with stops every mile.
This type of network forces
multiple transfers, slow
journeys (for trips
exceeding the region’s
median length commute),
relatively low frequencies,
and high operating costs.
A
B
C
D
A
B
C
D
Begin Trip
Vehicle Stops at
Every Station
Transfer;
Wait for Vehicle
Arrive at Final
Destination

16. A Market-Focused Paradigm for Public Transit, pt. 4: Saving People Time 16© 1998-2013 by The Mission Group. All rights reserved.
Bogota’s Breakthrough
Transit Vision
By lowering the cost
of moving a passenger
(through the use of
express services), Bogota
is able to provide higher
frequencies, multiple
express services, fewer
transfers, and
connections to stations
off-corridor. In short,
faster, cheaper, better.
TransMilenio
Note: System has expanded considerably
since these segments opened.

17. A Market-Focused Paradigm for Public Transit, pt. 4: Saving People Time 17© 1998-2013 by The Mission Group. All rights reserved.
Bogota’s Breakthrough
Transit Vision
By lowering the cost
of moving a passenger
(through the use of
express services), Bogota
is able to provide higher
frequencies, multiple
express services, fewer
transfers, and
connections to stations
off-corridor. In short,
faster, cheaper, better.
TransMilenio
Stations are only 1/3 mile
apart, meaning very short
walks to access the system,
while express services mean
you don’t stop often.
Stations are only 1/3 mile
apart, meaning very short
walks to access the system,
while express services mean
you don’t stop often.
Note: System has expanded considerably
since these segments opened.

18. A Market-Focused Paradigm for Public Transit, pt. 4: Saving People Time 18© 1998-2013 by The Mission Group. All rights reserved.
Bogota’s Breakthrough
Transit Vision
By lowering the cost
of moving a passenger
(through the use of
express services), Bogota
is able to provide higher
frequencies, multiple
express services, fewer
transfers, and
connections to stations
off-corridor. In short,
faster, cheaper, better.
TransMilenio
Most “likely” trip pairs
are connected by express,
limited-stop service with
no transfer required—a
“one-seat” ride
Most “likely” trip pairs
are connected by express,
limited-stop service with
no transfer required—a
“one-seat” ride
Stations are only 1/3 mile
apart, meaning very short
walks to access the system,
while express services mean
you don’t stop often.
Stations are only 1/3 mile
apart, meaning very short
walks to access the system,
while express services mean
you don’t stop often.
Note: System has expanded considerably
since these segments opened.

19. A Market-Focused Paradigm for Public Transit, pt. 4: Saving People Time 19© 1998-2013 by The Mission Group. All rights reserved.
Bogota’s Breakthrough
Transit Vision
By lowering the cost
of moving a passenger
(through the use of
express services), Bogota
is able to provide higher
frequencies, multiple
express services, fewer
transfers, and
connections to stations
off-corridor. In short,
faster, cheaper, better.
TransMilenioBy using rubber-tired vehicles,
some routes can serve
stations located off-corridor
By using rubber-tired vehicles,
some routes can serve
stations located off-corridor
Most “likely” trip pairs
are connected by express,
limited-stop service with
no transfer required—a
“one-seat” ride
Most “likely” trip pairs
are connected by express,
limited-stop service with
no transfer required—a
“one-seat” ride
Stations are only 1/3 mile
apart, meaning very short
walks to access the system,
while express services mean
you don’t stop often.
Stations are only 1/3 mile
apart, meaning very short
walks to access the system,
while express services mean
you don’t stop often.
Note: System has expanded considerably
since these segments opened.

20. A Market-Focused Paradigm for Public Transit, pt. 4: Saving People Time 20© 1998-2013 by The Mission Group. All rights reserved.

21. A Market-Focused Paradigm for Public Transit, pt. 4: Saving People Time 21© 1998-2013 by The Mission Group. All rights reserved.

22. A Market-Focused Paradigm for Public Transit, pt. 4: Saving People Time 22© 1998-2013 by The Mission Group. All rights reserved.
The Role of Strategy
Are We Done Building It Yet?
Bogota has launched a 15-year project to build a 235-mile
bus-based rapid transit system—all for the cost of a single
heavy-rail metro line. The difference? Within 15 years,
most residents will live within 500 meters of a rapid line.
If they had attempted to do the same thing with a metro,
the project would easily take 100 years.

23. Integrative
Strategy:
Pedestrians
Bogota matched its
investments in transit with
major efforts to expand
sidewalks, create linear
parks, and create true
“civic space” so as to
change the way people
related to their own city.

24. A Market-Focused Paradigm for Public Transit, pt. 4: Saving People Time 24© 1998-2013 by The Mission Group. All rights reserved.
Integrative Strategy: Pedestrians
This central pedestrian street connects schools, recreational
facilities, parks, and neighborhoods together. Together with
transit, parks formed a core strategy for Bogota.

25. A Market-Focused Paradigm for Public Transit, pt. 4: Saving People Time 25© 1998-2013 by The Mission Group. All rights reserved.
Bogotá also developed the largest network of
bikeways in Latin America, increasing bicycling’s
mode share by five times.

26. Case Study:
Brisbane, Queensland, Australia
Grade-Separated Busways

27. A Market-Focused Paradigm for Public Transit, pt. 4: Saving People Time 27© 1998-2013 by The Mission Group. All rights reserved.
Brisbane:
Southeast Busway
“Brisbane is now at the leading edge in
urban mass transit… the new busway… will attract
international attention for the level of
quality and customer focus that [has been]
incorporated.”
— Hans Rat, Secretary General
International Public
Transport Association (IUTP)

28. A Market-Focused Paradigm for Public Transit, pt. 4: Saving People Time 28© 1998-2013 by The Mission Group. All rights reserved.
Brisbane: How to Expand Transit?
Situation
Brisbane has an extensive,
well-utilized electrified
commuter rail system.

29. A Market-Focused Paradigm for Public Transit, pt. 4: Saving People Time 29© 1998-2013 by The Mission Group. All rights reserved.
Brisbane: How to Expand Transit?
Situation
Brisbane has an extensive,
well-utilized electrified
commuter rail system.
The Problem
People not living by a rail
station were far less likely
to ride the train; as one
moves out from center,
wedges between rail lines
grow larger.

30. A Market-Focused Paradigm for Public Transit, pt. 4: Saving People Time 30© 1998-2013 by The Mission Group. All rights reserved.
Brisbane—Southeast Busway
The Challenge
How to get people in the
wedges between train lines
(in red) to use transit for
their commute or other trips.

31. A Market-Focused Paradigm for Public Transit, pt. 4: Saving People Time 31© 1998-2013 by The Mission Group. All rights reserved.
Brisbane—Southeast Busway
The Solution
Develop grade-separated
busways (Quickways), not
to behave like a rail line…
The Challenge
How to get people in the
wedges between train lines
(in red) to use transit for
their commute or other trips.

32. A Market-Focused Paradigm for Public Transit, pt. 4: Saving People Time 32© 1998-2013 by The Mission Group. All rights reserved.
Brisbane—Southeast Busway
The Solution
Develop grade-separated
busways (Quickways), not
to behave like a rail line…
…but to send buses into the
different communities, then
give them a quick express
trip to key destinations.
The Challenge
How to get people in the
wedges between train lines
(in red) to use transit for
their commute or other trips.

33. A Market-Focused Paradigm for Public Transit, pt. 4: Saving People Time 33© 1998-2013 by The Mission Group. All rights reserved.
Standard Rapid Transit (LRT or BRT) Line
• Many trips involve transfers
• Stops at every station on route
• Stations need to be far apart to gain running time,
but that often means that many areas along the
corridors are not within an easy walk of a station.
• Passenger loads are often unbalanced, resulting in
crowded sections.

34. A Market-Focused Paradigm for Public Transit, pt. 4: Saving People Time 34© 1998-2013 by The Mission Group. All rights reserved.
Standard Rapid Transit (LRT or BRT) Line
Brisbane’s Network Structure
• Fewer Transfers—More “one seat” rides.
• Fewer Stops—Combination of expresses and
“split” arterial services, driven by demand.
• Faster Trips—Often faster than driving.
• Shorter Waits—Higher ridership drives demand.
• Many trips involve transfers
• Stops at every station on route
• Stations need to be far apart to gain running time,
but that often means that many areas along the
corridors are not within an easy walk of a station.
• Passenger loads are often unbalanced, resulting in
crowded sections.
Multiple routes use grade-separated busway,
most in express mode originating off-corridor.
Busway

35. A Market-Focused Paradigm for Public Transit, pt. 4: Saving People Time 35© 1998-2013 by The Mission Group. All rights reserved.
View of Southeast
Busway by tunnel
segment. Grade
separation was the key
to reducing travel times.

36. A Market-Focused Paradigm for Public Transit, pt. 4: Saving People Time 36© 1998-2013 by The Mission Group. All rights reserved.
Hospital wing built
floating over busway
station. Passing lanes
allow express buses
to bypass most
intervening stops.

37. A Market-Focused Paradigm for Public Transit, pt. 4: Saving People Time 37© 1998-2013 by The Mission Group. All rights reserved.
Multiple routes =
short wait times to
key destinations.

38. A Market-Focused Paradigm for Public Transit, pt. 4: Saving People Time 38© 1998-2013 by The Mission Group. All rights reserved.
Bus subway in downtown;
buses operate in tunnel,
passengers wait in climate
controlled area (pictured).

39. A Market-Focused Paradigm for Public Transit, pt. 4: Saving People Time 39© 1998-2013 by The Mission Group. All rights reserved.
Bus subway in downtown;
passengers board buses
through sliding glass
doors, metro-style.

40. A Market-Focused Paradigm for Public Transit, pt. 4: Saving People Time 40© 1998-2013 by The Mission Group. All rights reserved.
Comparison: Peak Ridership
6-Lane Freeway
7,8007,800
at the Busiest Spot
during the Busiest Hour
in the Peak Direction

41. A Market-Focused Paradigm for Public Transit, pt. 4: Saving People Time 41© 1998-2013 by The Mission Group. All rights reserved.
Comparison: Peak Ridership
6-Lane Freeway Southeast Busway
(2-lane)
7,8007,800 18,000+18,000+
at the Busiest Spot
during the Busiest Hour
in the Peak Direction

42. A Market-Focused Paradigm for Public Transit, pt. 4: Saving People Time 42© 1998-2013 by The Mission Group. All rights reserved.
100%
80%
60%
40%
20%
2003
Brisbane: Ridership Growth

43. A Market-Focused Paradigm for Public Transit, pt. 4: Saving People Time 43© 1998-2013 by The Mission Group. All rights reserved.
140%
120%
160%
100%
80%
60%
40%
20%
2003 2009
+ 60%
Brisbane: Ridership Growth

44. A Market-Focused Paradigm for Public Transit, pt. 4: Saving People Time 44© 1998-2013 by The Mission Group. All rights reserved.
140%
120%
160%
100%
80%
60%
40%
20%
2003 2009
+ 60%
Brisbane: Ridership Growth
2008 Ridership:
Rail: 60 million

45. A Market-Focused Paradigm for Public Transit, pt. 4: Saving People Time 45© 1998-2013 by The Mission Group. All rights reserved.
140%
120%
160%
100%
80%
60%
40%
20%
2003 2009
+ 60%
Brisbane: Ridership Growth
2008 Ridership:
Rail: 60 million
Busway: 50 million

46. A Market-Focused Paradigm for Public Transit, pt. 4: Saving People Time 46© 1998-2013 by The Mission Group. All rights reserved.
140%
120%
160%
100%
80%
60%
40%
20%
2003 2009
+ 60%
Brisbane: Ridership Growth
2008 Ridership:
Rail: 60 million
Busway: 50 million
2010 Ridership:
Busway: 72 million

47. A Market-Focused Paradigm for Public Transit, pt. 4: Saving People Time 47© 1998-2013 by The Mission Group. All rights reserved.
Saving Time = Saving Money
TimeTimeTimeTime Operating Costs
(Subsidy)
Operating Costs
(Subsidy)
Ridership
(Revenues)
Ridership
(Revenues)
Transit systems that invest in infrastructure to reduce travel times
for large numbers of riders both lower the cost of providing service
and attract new riders, aiding revenue growth.

48. A Market-Focused Paradigm for Public Transit, pt. 4: Saving People Time 48© 1998-2013 by The Mission Group. All rights reserved.
Saving Time = Saving Money
TimeTimeTimeTime
Operating Costs
(Subsidy)
Operating Costs
(Subsidy)
Ridership
(Revenues)
Ridership
(Revenues)
Transit systems that invest in infrastructure to reduce travel times
for large numbers of riders both lower the cost of providing service
and attract new riders, aiding revenue growth.

49. A Market-Focused Paradigm for Public Transit, pt. 4: Saving People Time 49© 1998-2013 by The Mission Group. All rights reserved.
Saving Time = Saving Money
TimeTimeTimeTime Operating Costs
(Subsidy)
Operating Costs
(Subsidy)
Ridership
(Revenues)
Ridership
(Revenues)
Transit systems that invest in infrastructure to reduce travel times
for large numbers of riders both lower the cost of providing service
and attract new riders, aiding revenue growth.

50. While the two case studies
presented here looked at what cities
did with buses, there are many good
examples of rail investments that
achieved the same goals—as well
as bus and rail projects that didn’t.

51. In part 5 of this presentation,
we’ll look at Customer Experience—
the least understood yet ultimately
most important factor in building
and sustaining transit ridership.

52. A Market-Focused Paradigm for Public Transit, pt. 4: Saving People Time 52© 1998-2013 by The Mission Group. All rights reserved.
THE MISSION GROUP
3725 Talbot Street, Suite E • San Diego, California 92106 USA
+1 (619) 232-1776 • info@missionconsult.com
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