Apta brt branding_henke_2007
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BRT Branding and image
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Apta brt branding_henke_2007
- 1. BRT Branding and Image Cliff Henke Sr. Analyst, BRT and Small Starts PB TR&S, Inc. APTA Bus Conference 2007
- 3. What is BRT: A System of Components Running Ways Stations & Stops ITS & Fare Payment Service Plan Vehicles All of these are important to brand!!
- 5. Image āInvites,ā But System Features āKeepā Customers ļ¬ ļ¬ ļ¬ ļ¬ ļ¬ ļ¬ Reliability Vehicle Characteristics BRT System Success Measures Safety Perceptions Economic Development, Land Use Bus Emissions, Noise Travel Time, Wait Time Capital & Operating Cost System Capacity, Service Frequency Ridership Increase ļ¬ ļ¬ Speed ļ¬ ļ¬ ļ¬ ļ¬ Styling ļ¬ ļ¬ ļ¬ ļ¬ ļ¬ ļ¬ ļ¬ ļ¬ ļ¬ ļ¬ Drive System Capacity
- 7. Survey Said: āSleek, Modern Image; Quiet; Safeā New Flyer Invero i40 LF Irisbus Civis Standard Artic Stylized Artic Specialized Stylized Std New Flyer Hybrid Electric 60DLF-BRT NABI 42-BRT Gillig 40 BRT NABI CNG 60 BRT
- 8. Image/Branding/Identity + Frequent, Reliable Service = Increased Ridership % Ridership Increase % Time Savings 35 - 100 17 - 43
- 9. Does Brand and Image Matter As Much as Other Things? * Estimate Branding/Image Features Outcomes ** Over Years Falbel, Levinson et als: Median 15% due to image/branding 17 35 70 3 / 3 Sort of 40 Van Hool Stops Color Coded Oakland 25 40 51 1 / 2 No & Yes Low Floor 40/45/60 Stops Color Coded L. A. Metro Rapid 43 38-100 62 1 / 3 No Artic 60 Stops Rainbow Wrap Honolulu - >80 97 3 / 3 No Artic 60 Stops & Stations Silver Boston % Time Savings % Rider- Ship Increase Bus Capacity Number of Doors Board/ Exit Styled Vehicle? Type & Length Color- Coded Station Distinct Livery/ Image City
- 12. 28 routes, 450+ miles by 2008
- 22. Suggested Branding Matrix: Interrelated Techniques Integrated Strategy Is Essential Maps, brochures, etc. Logo/color scheme Advertising, DM, website etc. Signage Station Design 10-21% Vehicle Design % of Ridership Increase Benefits Service criteria Customer Ease/Use Brand values Strategy
- 24. FTA Document: Characteristics of BRT for Decision Makers www.fta.dot.gov 2002
- 26. Thank you www.pbworld.com www.metro-magazine.com/brt www.calstart.org/brt www.fta.dot.gov/brt www.nbrti.org www.gobrt.org
Editor's Notes
- I will basically cover three things today: a brief primer of BRT, the range of technology involved and its impact on the BRT system and finally issues related to the cost of BRT vehicles in particular.
- BRT is not just about the vehicle but a system of five elements, vehicles being one element. Clearly what you do with stations or fares, for example will also have an impact on the equipment on the bus. They are all interrelated elementsāa cohesive system, just like light rail.
- Here is the most recent BRT project opening in the U.S., in Los Angeles. Itās a nearly $350 million project, about $25 million per mile, with rail like stations and a dedicated roadway. In fact, the stations, bridges and road bed are ārail capableā--meaning it all can be upgraded to accommodate heavier LRVs if officials there so choose in the future.
- This slide is one of Henkeās eye charts. It attempts to show in a matrix a list of system outcomes in the left columnāwhat you want your BRT line to accomplish and the various vehicle characteristics that figure into that outcome. For example, vehicle reliability, speed, capacity all have an impact on ridership and the number of people a system can carry in an hour, but the drive systemās noise level and the vehicleās attractiveness also have an impact on riders. However, the matrix shows that reliability and capacity are the most important aspects of a vehicle on the systemās performance.
- BRT vehicles typically involve attractive styling and amenities, some with luggage and parcel racks, most with big windows.
- Here is a continuum of the types of vehicles used in BRT, ranging on the left of the slide at the least expensive and most āoff the shelfā to at the right end of the slide the most specialized and most expensive available
- This Henke eye chart will be elaborated on by Larry as he discussed our ridership study, but the bottom line here is that you can see ridership gains and speed improvements across the board for BRT, for a low investment ranging from $11 million a mile in Boston to virtually no additional capital or operating costs for Honoluluās, Oaklandās and L.A.ās arterial BRT
- This Henke eye chart will be elaborated on by Larry as he discussed our ridership study, but the bottom line here is that you can see ridership gains and speed improvements across the board for BRT, for a low investment ranging from $11 million a mile in Boston to virtually no additional capital or operating costs for Honoluluās, Oaklandās and L.A.ās arterial BRT
- So, the BRT trend continues to accelerate both globally and continentally for the simple reason that it is a truly sustainable way forward to changing travel patters in our cities, which we must do if we are to have any hope of reduce our energy use and averting drastic climate change. I have shown you a variety of technologies available but we must keep an eye on their cost.
- Two great additional resources can be found on the FTAās and our website. The 2004 document Characteristics of BRT for Decision-Makers is a catalog of these technologies and there estimated costsā¦andā¦
- On our website we have created a āvirtual toolboxā of BRT informational resources. Larry also has copies of these documents available at this conference on CD. Thanks very much!