A survey of visitors to Downtown Santa Cruz and Beach / Boardwalk to measure likliness of their using the City's Trolley program.

1. Santa Cruz Trolley:!
Ridership and Awareness Survey
Prepared by

2. WHO DID WE SURVEY?
307 total respondents
• Weekend Trolley Riders
• Weekday Trolley Riders
• Weekend Visitors (Not on the Trolley)
• Weekday Visitors
Q2. Are you taking this
survey on the Trolley?
49% 51%
Yes No
4 Main Segments:
(75 people in each)
Q1. What day is it?
46%
54%
Monday, Tuesday, Wednesday, Thursday, Friday
Saturday, Sunday

3. WHO DID WE SURVEY?

4. WHO DID WE SURVEY?

5. WHO DID WE SURVEY?

6. WHO DID WE SURVEY?

7. WHO DID WE SURVEY?

8. WHO DID WE SURVEY?

9. WHO DID WE SURVEY?

10. THERE’S STRONG DEMAND FOR THE TROLLEY
Q11. How likely are you to ride the Trolley again?!
Very likely
Somewhat likely
Not likely
Not at all likely
Total
Weekend Trolley Riders
Weekday Trolley Riders
0% 22.5% 45% 67.5% 90%
83% of Trolley Riders said they were very likely to ride it again.

11. THERE’S STRONG DEMAND FOR THE TROLLEY
Q17. How likely are you to ride the Trolley in the future?!
60%
45%
30%
15%
Total
Weekend Visitors
Weekday Visitors
Visitors - Beach
Visitors - Downtown
87% of Visitors (not riding the Trolley) said they were somewhat
to very likely to ride it now that they know about it.
0%
Very likely Somewhat likely Not likely Not at all likely

12. BUT PEOPLE DON’T KNOW ENOUGH ABOUT IT
Q6. How did you find out about the Trolley?!
56% of people learn about the Trolley by seeing it, 28% by word of
mouth
Noticed it on the street/ bell ringing
Word of mouth
Street markings
Signage
Website
Downtown Kiosk
Saw a sponsor’s sticker
Hotel or concierge
Social Media
Conference & Visitors Council
0% 15% 30% 45% 60%
Total
Weekend Trolley Riders
Weekday Trolley Riders
Trolley - Boarded at the Beach
Trolley - Boarded Downtown

13. BUT PEOPLE DON’T KNOW ENOUGH ABOUT IT
Q15. Are you aware there is a trolley that runs
between the downtown and beach Boardwalk
areas?
60%
45%
30%
15%
Total Weekend Visitors Weekday Visitors
Visitors - Beach Visitors - Downtown
57% of Visitors Downtown know there is a trolley, 43% of Visitors at
the Beach know about it
0%
Yes No

14. BUT PEOPLE DON’T KNOW ENOUGH ABOUT IT
Q16. Have you ridden the trolley before?
80%
60%
40%
20%
0%
Total Weekend Visitors Weekday Visitors
Visitor-Beach Visitor-Downtown
Yes No
40% of Visitors Downtown who knew about it had ridden it.
23% of Visitors to the Beach who knew about it had ridden it.
That’s 23% of all Downtown Visitors and 10% of all Beach Visitors.

15. WHAT ARE THEY SAYING/SUGGESTING?
Q18. What is the primary way that you would improve the
Trolley? (Pick 1)!
More destinations
Better signage & promotion
More frequent service
More linkage w/ parking
Eliminate 25 cent fee
Total
Weekend Trolley Riders
Weekday Trolley Riders
Weekend Visitors
Weekday Visitors
0% 15% 30% 45% 60%
People riding the Trolley want more destinations. People not riding the
trolley want more information about it.

16. WHAT ARE THEY SAYING/SUGGESTING?
Q19. What suggestions do you have to improve the
Trolley? (If you don't ride it currently, what would make
you more likely to ride it in the future?)
Comments
Make it clearer that the stop at the beach is also the only stop, or the closest stop to the boardwalk.
We initially didn't realize that is was the last stop and had to ride it over again.
more designated visual signs, route maps along boardwalk, locals knowing where closest pick ups
are!!!! frustrating first exp. but hopefully the ride back will be better.
had seen the trolley but had no idea what it is or where it goes. wish we went downtown more. need
more info on what restaurants are there or exhibits or events there. museums.
good if it ran as long as the boardwalk is open. why move the car and repark? great idea. I come
here three times a year from SF religiously. its a great getaway. i always avoid the crazy traffic
times. not going to try and leave at 5p.
run all year long.
Paid $15 for parking. if i could have avoided that. it was my first time here. we looked up the santa
cruz boardwalk online, if they promoted the trolley there we would have used it.
link up with parking. id seen the trolley before but didnt know where it goes. and thought it more
expensive
there should be more signs about the trolley because i didn't even know there was a trolley

17. WHAT ARE THEY SAYING/SUGGESTING?
Q22. On a scale of 1-5, how would you rate traffic and
parking in Santa Cruz?!
50%
37.5%
25%
12.5%
0%
Total Weekend Trolley Riders Weekday Trolley Riders
Weekend Visitors Weekday Visitors
5. Excellent 4. Good 3. Fair 2. Bad 1. Horrible
Overall people are pretty satisfied, or at least, undeterred by parking and
traffic. 77% of respondents rated it “fair” or better.

18. WHAT ARE THEY SAYING/SUGGESTING?
Q24. Where are you from?!
Total
Weekend Trolley Riders
Weekday Trolley Riders
Weekend Visitors
Weekday Visitors
California Santa Cruz County
Another country Another State
0% 17.5% 35% 52.5% 70%
Locals use the Trolley too - 26% of Weekend Trolley Riders and 48% of
Weekday Trolley Riders are from Santa Cruz County.

19. RECOMMENDATION 1
Better Signage with Maps of the Trolley Route

20. RECOMMENDATION 2/3/4
Integrate Service and Marketing with the Boardwalk.

21. INTEGRATED TROLLEY/PARKING SHUTTLE MAP
P
P
P
P P
P
P
P Parking
Buses stop at all adjacent
parking
Additional Stops
Trolley
Parking Shuttle
P

22. RECOMMENDATION 5
Better Signage and Promotion for Downtown Parking

23. RECOMMENDATION 5
Q14. How likely are you to go to the Beach/Boardwalk
today?!
60%
45%
30%
15%
0%
Very likely Somewhat likely Somewhat unlikely Not at all likely
Total
Weekend Visitors
Weekday Visitors
63% of Weekend Visitors Downtown were somewhat to very likely to go to
the Beach.

24. RECOMMENDATION 5
Q13. How likely are you to go Downtown Santa Cruz
today?!
50%
37.5%
25%
12.5%
0%
Very likely Somewhat likely Somewhat unlikely Not at all likely
Total
Weekend Visitors
Weekday Visitors
51% of Weekend Visitors to the Beach were somewhat unlikely to not
at all likely to go Downtown.

25. IMPLEMENTING SOLUTIONS
Try cheap quick prototypes of new solutions and measure results. This
survey provides a baseline.