How to Attract the Choice Rider - pt 2 of "A Market Focused Paradigm for Public Transit"

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This is the SECOND 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 second presentation sums up the results of market research efforts conducted across different cities in the U.S. and abroad and extrapolates the three key planning and design variables that matter most to the choice market. Regions that get smart about these three factors can transform the role that rapid transit plays in shaping their growth and in the quality of life of many if not most residents.

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.

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How to Attract the Choice Rider - pt 2 of "A Market Focused Paradigm for Public Transit"

  1. 1. 1A Market-Focused Paradigm for Public Transit, pt. 2: How to Attract the Choice Market© 1998-2013 by The Mission Group. All rights reserved. A Market-Focused Paradigm for Public Transit THE MISSION GROUP Part 2—How to Attract the Choice Rider Alan Hoffman ▪ San Diego, California ▪ (619) 232-1776 ▪ info@missionconsult.com © 2013 by The Mission Group. All Rights Reserved. PART 2www.missionconsult.com
  2. 2. Market research across US cities (and internationally) points to three primary planning variables that will determine whether or not someone would choose to use transit.
  3. 3. Studies done in San Diego and Atlanta highlight these findings.
  4. 4. 4A Market-Focused Paradigm for Public Transit, pt. 2: How to Attract the Choice Market© 1998-2013 by The Mission Group. All rights reserved. Findings from Market Research 1/6 will never use transit SAN DIEGO
  5. 5. 5A Market-Focused Paradigm for Public Transit, pt. 2: How to Attract the Choice Market© 1998-2013 by The Mission Group. All rights reserved. Findings from Market Research 1/6 will never use transit 1/6 strongly prefer transit SAN DIEGO
  6. 6. 6A Market-Focused Paradigm for Public Transit, pt. 2: How to Attract the Choice Market© 1998-2013 by The Mission Group. All rights reserved. Findings from Market Research 1/6 will never use transit 1/6 strongly prefer transit 2/3 will use transit if and when it meets their needs: SAN DIEGO
  7. 7. 7A Market-Focused Paradigm for Public Transit, pt. 2: How to Attract the Choice Market© 1998-2013 by The Mission Group. All rights reserved. Findings from Market Research 1/6 will never use transit 1/6 strongly prefer transit 2/3 will use transit if and when it meets their needs: ATLANTA SAN DIEGO
  8. 8. 8A Market-Focused Paradigm for Public Transit, pt. 2: How to Attract the Choice Market© 1998-2013 by The Mission Group. All rights reserved. Findings from Market Research 1/6 will never use transit 1/6 strongly prefer transit 2/3 will use transit if and when it meets their needs: ATLANTA SAN DIEGO
  9. 9. 9A Market-Focused Paradigm for Public Transit, pt. 2: How to Attract the Choice Market© 1998-2013 by The Mission Group. All rights reserved. Findings from Market Research 1/6 will never use transit 1/6 strongly prefer transit 2/3 will use transit if and when it meets their needs: ATLANTA SAN DIEGO
  10. 10. 10A Market-Focused Paradigm for Public Transit, pt. 2: How to Attract the Choice Market© 1998-2013 by The Mission Group. All rights reserved. Findings from Market Research “Get me from point A to point B…” A B 1/6 will never use transit 1/6 strongly prefer transit 2/3 will use transit if and when it meets their needs: ATLANTA SAN DIEGO
  11. 11. 11A Market-Focused Paradigm for Public Transit, pt. 2: How to Attract the Choice Market© 1998-2013 by The Mission Group. All rights reserved. Findings from Market Research “… quickly and don’t make me wait…” NEXT VEHICLE: < 10 minutes “Get me from point A to point B…” A B 1/6 will never use transit 1/6 strongly prefer transit 2/3 will use transit if and when it meets their needs: ATLANTA SAN DIEGO
  12. 12. 12A Market-Focused Paradigm for Public Transit, pt. 2: How to Attract the Choice Market© 1998-2013 by The Mission Group. All rights reserved. Findings from Market Research “… quickly and don’t make me wait…” NEXT VEHICLE: < 10 minutes “Get me from point A to point B…” A B “…and I want to feel good about it.” 1/6 will never use transit 1/6 strongly prefer transit 2/3 will use transit if and when it meets their needs: ATLANTA SAN DIEGO
  13. 13. 13A Market-Focused Paradigm for Public Transit, pt. 2: How to Attract the Choice Market© 1998-2013 by The Mission Group. All rights reserved. Findings from Market Research “… quickly and don’t make me wait…” NEXT VEHICLE: < 10 minutes “Get me from point A to point B…” A B “…and I want to feel good about it.” 1/6 will never use transit 1/6 strongly prefer transit 2/3 will use transit if and when it meets their needs: Network Structure (Connectivity) ATLANTA SAN DIEGO
  14. 14. 14A Market-Focused Paradigm for Public Transit, pt. 2: How to Attract the Choice Market© 1998-2013 by The Mission Group. All rights reserved. Findings from Market Research “… quickly and don’t make me wait…” NEXT VEHICLE: < 10 minutes “Get me from point A to point B…” A B “…and I want to feel good about it.” 1/6 will never use transit 1/6 strongly prefer transit 2/3 will use transit if and when it meets their needs: Network Structure (Connectivity) System Performance (Time) ATLANTA SAN DIEGO
  15. 15. 15A Market-Focused Paradigm for Public Transit, pt. 2: How to Attract the Choice Market© 1998-2013 by The Mission Group. All rights reserved. Findings from Market Research “… quickly and don’t make me wait…” NEXT VEHICLE: < 10 minutes “Get me from point A to point B…” A B “…and I want to feel good about it.” 1/6 will never use transit 1/6 strongly prefer transit 2/3 will use transit if and when it meets their needs: Network Structure (Connectivity) System Performance (Time) Customer Experience ATLANTA SAN DIEGO
  16. 16. 16A Market-Focused Paradigm for Public Transit, pt. 2: How to Attract the Choice Market© 1998-2013 by The Mission Group. All rights reserved. Building Effective Transit Connect More Places Together More Directly ASAP Connect More Places Together More Directly ASAP If transit can be not merely convenient or useful, but indispensable, it can shape how a city grows and add to quality of life. “… quickly and don’t make me wait…” NEXT VEHICLE: < 10 minutes “Get me from point A to point B…” A B “…and I want to feel good about it.” Network Structure (Connectivity) System Performance (Time) Customer Experience
  17. 17. 17A Market-Focused Paradigm for Public Transit, pt. 2: How to Attract the Choice Market© 1998-2013 by The Mission Group. All rights reserved. Building Effective Transit Connect More Places Together More Directly ASAP Connect More Places Together More Directly ASAP Make Those Connections Faster than Driving Make Those Connections Faster than Driving Make Those Connections More Frequent Make Those Connections More Frequent If transit can be not merely convenient or useful, but indispensable, it can shape how a city grows and add to quality of life. “… quickly and don’t make me wait…” NEXT VEHICLE: < 10 minutes “Get me from point A to point B…” A B “…and I want to feel good about it.” Network Structure (Connectivity) System Performance (Time) Customer Experience
  18. 18. 18A Market-Focused Paradigm for Public Transit, pt. 2: How to Attract the Choice Market© 1998-2013 by The Mission Group. All rights reserved. Building Effective Transit Connect More Places Together More Directly ASAP Connect More Places Together More Directly ASAP Make Those Connections Faster than Driving Make Those Connections Faster than Driving Make Those Connections More Frequent Make Those Connections More Frequent Make Transit Infrastructure the Center of Civic Life Make Transit Infrastructure the Center of Civic Life If transit can be not merely convenient or useful, but indispensable, it can shape how a city grows and add to quality of life. “… quickly and don’t make me wait…” NEXT VEHICLE: < 10 minutes “Get me from point A to point B…” A B “…and I want to feel good about it.” Network Structure (Connectivity) System Performance (Time) Customer Experience
  19. 19. 19A Market-Focused Paradigm for Public Transit, pt. 2: How to Attract the Choice Market© 1998-2013 by The Mission Group. All rights reserved. In the next three parts of this presentation, we’ll look at and how to use this knowledge to improve our transit systems. Network Structure (Connectivity) System Performance (Time) Customer Experience
  20. 20. 20A Market-Focused Paradigm for Public Transit, pt. 2: How to Attract the Choice Market© 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 Transit Network Reviews Transit Planning Support Transit Market & Ridership Studies Customer Experience Audits Innovative Alternatives Generation Long-Term Vision Plans & Strategies “Quickway” Network Proposals Presentations and White Papers Workshops and Seminars We’re the transit market experts.

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