Wichita Free Fares Project Scope FUNDING SOURCE: FFY 2014 CMAQ Funds PROJECT DESCRIPTION: TRAVEL DEMAND MANAGEMENT Project Start Date: March 1, 2015 Project Completion: November 30, 2015 Applicant: City of Wichita Project Sponsor: Tonya Bronleewe (Air Quality Program) PROJECT OUTLINE 2014 The 2014, July 14-19, was a huge success. Wichita Transit saw a 71% increase in weekday ridership from 2013. 15,188 new rides were provided during the week. An estimated 464 pounds of nitrogen oxides (NOx) were avoided. (NOx is a key ingredient in ozone formation.) According to Wichita Transit, bus ridership has held a steady increase since. Some of those who were introduced or re-introduced to the system have continued to ride. For the first time this year, ridership has exceeded 2013 numbers for 6 straight months. Moreover, ridership in September, November and December 2014 exceeded that of the same months in 2012 (bus ridership was higher overall in 2012 than 2013). 2015 The City of Wichita Environmental Health and Wichita Transit would like to host a 2015 Free Fares Project to build on the momentum created in 2014 and continue to increase public awareness and use of the city bus system in an effort to reduce on-road emissions of ozone precursors. The free opportunity to ride the bus will demonstrate the ease and usability of the City Bus System in an effort to create new regular riders and especially increase the number riders that choose to ride instead of drive on potentially high ozone days, known as Ozone Alert Days. In Wichita, vehicles contribute 47% of the area s ozone-forming nitrogen oxide emissions. Every bus rider equals one less on-road vehicle, which reduces ozone causing emissions. The Free Fares Project is divided in to two parts. Part One is, a week-long event where all passengers ride City buses for free in order to incentivize first-time or non-regular users of public transportation. will take place during one week in spring 2015, date TBD. 1
2015 Free Fares On Ozone Alert Days Part Two of the Free Fares Project is Free Fares Days on Ozone Alert Days. The City of Wichita s Ozone Alert Plan forecasts potentially high ozone days using a persistence model one or two days in advance. When the model predictions prompt staff to declare an Ozone Alert, a notification will go out to the community promoting a Free Fares Day. Free Fares Days will take place during the 2015 ozone season. Reduced on-road traffic on these potentially high ozone days is critical to keeping our ozone levels safe for sensitive groups. Information and promotion of Free Fares Days will occur via press releases, email alerts that go out to the public who have signed-up, social media and specific communication to local businesses. Travel Trainings Travel Trainings will be given at local businesses, colleges and agencies upon request. Online training videos will be available through City Channel 7, Wichita and Transit websites and social media. It is common in Wichita to avoid riding the bus because of lack of knowledge about the bus routes and how the bus system operates. These Travel Training opportunities will help new riders overcome their uncertainty and learn how to efficiently use bus service for their transportation needs. Ozone awareness education and promotion of the Free Fares Project will be a part of these sessions. Awareness and Marketing A social media incentive program will accompany. A Selfie on the Bus contest using hashtag (#) tracking will allow participants to enter into a drawing for prizes. Six $50 VISA gift cards will be given to the drawing winners. will be marketed through media releases, Ozone Alert Emails, social media, local groups, directly with local employers and colleges/universities, and through emails to Transit, City and other distribution lists. In 2014, more than 182,300 Facebook and Twitter views for the Free Fares social media marketing. Similar outreach will occur in 2015. Bus boards were created in 2014. Bus boards (see graphic on right) are large ad-spaces on the doorside of the buses. Ten bus Ozone Alert Day bus boards will be posted to promote free fares on Ozone Alert Days just prior to ozone season. The real benefit of will be improved air quality through increased bus ridership on Ozone Alert Days, helping to keep ozone levels below the national standard. 2
MEASUREABLE GOALS Measurables Pounds of NOx avoided due to increased bus ridership during Number of bus riders during free fares week* Pounds of NOx avoided due to increased bus ridership during Ozone Alert Days Number of riders on Ozone Alert Days* Number of bus training participants Number of selfies entered into the drawing Highest 8 hour ozone reading on Ozone Alert Days Number of individuals signing up for Ozone Alert Days emails Goal 10% increase over number of pounds avoided during 2014 (goal total ~510 pounds) 10% increase from 2014 (goal total ~64,257 riders) 5% increase in number of pounds avoided on Ozone Alert Days from the same day in 2014 (goal total depends on date, 175 250 lbs) 5% increase in ridership from the same day in 2014 (goal total depends on date 5,500 7,000 riders) 200 in-person and online training participants 100 participants No exceedences of the standard on Ozone Alert Days when Free Fares are available 10% increase in number of individuals that sign up for Ozone Alert Day emails during ozone season (April October) *Wichita Transit counts each ride via fareboxes and automatic passenger counters approved by the National Transit Database. 3
FREE FARES PROJECT TASK LIST Task Cost (not including staff time) Free Fares Project Awareness Post Ozone Alert Day bus boards on 10 city buses to None promote free fares on Ozone Alert Days. Promote Free Fares on Ozone Alert Days and Free Fares Week via media releases, Ozone Alert Emails, social media, local groups, directly with local employers and colleges/universities, and through emails to Transit, City and other distribution lists (Cost is for traditional and social media buys) Educational Sessions Travel Trainings Coordinate with local employers, the Wichita Downtown Development Center, the Wichita Chamber of Commerce, schools, etc. to arrange and schedule Travel Training Sessions Contest Create, promote and implement a drawing for Free Fares Week participants via social media. Prizes would be $50 VISA gift cards.** Encourage employers to offer incentives to their employees who ride the bus during Provide Free Fares to all riders the week. Estimate 64,361 riders @ $0.94 each. Free Fares Days Coordinate Transit, Air Quality and media releases to inform and implement Free Fares on Ozone Alert Days, which are declared by the City of Wichita Environmental Health Air Quality Section. Estimate 5 Ozone Alert Days at $6,100/day @ $0.94each. Completion Date 3/15/15 10/31/15 $861.87 10/31/15 None 8/31/15 $300** 8/31/15 None 8/31/15 $60,500 8/31/15 $28,670 10/31/15 **This project cost is ineligible for CMAQ funds and will not be used as match. Purchase will be made with non-cmaq obligated funds. 4
FREE FARES PROJECT CMAQ OBLIGATED FUNDS Item Description Quantity CMAQ Portion Local Share Total Staff Time (hourly rate + fringe) City Administrative Charge Educational Materials & Promotion Free Fares on Ozone Alert Days Tonya Bronleewe (100 hrs @ $30.75 = $3,075.00) Michelle Stroot (80 hrs @ $25.00 = $2,000.00) City Marketing Staff (30 hrs @ $35.00 = $1,050) Grant Financial Management (15hrs @ $31.92 = $478.80) Covers cost of fares from Monday-Saturday. Estimate 64,361 riders @ $0.94 = $60,500 Promotional & educational materials; training materials Estimate 6,100 riders on an Ozone Alert Day and 5 Ozone Alert Days. 6,100 x $0.94 x 5 = $28,670 $0.00 $6,603.80 $6,603.80 $2,222.33 $0.00 $2,222.33 $60,500.00 $0.00 $60,500.00 $861.87 $861.87 $15,502.20 $13,167.80 $28,670.00 Total $79,086.40 $19,771.60 $98,858.00 5