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PROGRAMS OF OTHER TRANSIT AUTHORITIES

The workshop group reviewed some twenty programs presently being offered by transit authorities. Although the names and some of the details differ, these programs generally can be categorized into four basic groups: Systemwide Flat Fares; Weekend Fares; Shopper Fares; and Weekly, Monthly, and Annual Passes. Some existing programs were analyzed quite thoroughly in the development of this report's recommendations.

BOSTON offers an "Annual Pass," although it is merchandised on
a monthly basis and only through a payroll deduction plan with
major employers. Approximately 55 employers are now participating
in the program with gross monthly sales exceeding 12,000 passes.
A prime objective of the program is to increase the volume of
up-front revenue collected at the beginning of each month.
Boston has just received a DOT grant to study the feasibility of
offering over-the-counter sales of the passes. This program has
many features which appear to be adaptable and desirable for WMATA.
PITTSBURGH offers a "Monthly Pass," which is merchandised through
56 outlets selling over-the-counter on a one per cent commission
basis. Monthly sales total approximately 18,000 passes. Pittsburgh
is just beginning to merchandise the pass through the payroll deduc-
tion plan and currently has fourteen employers participating. This
pass program requires use of cash in addition to the pass which
has complicated the marketing effort and created problems with

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transportation personnel collecting the additional fare. The Pittsburgh experience provides a number of program facets that are helpful. It also sounds a warning about the operational problems of unnecessarily complicating the fare process. BALTIMORE provides a "Super Sunday Pass." This pass is sold by bus operators for 50 cents and is good for unlimited rides on a Sunday within the base zone, with additional fare required for additional zones. The base Sunday fare is 30 cents. Since the inception of this program, Sunday revenues have held steady. The elimination of zone charges for non-rush rides under WMATA's new fare structure makes special Sunday treatment worthy of

consideration.

Chicago

CHICAGO has offered the "Super Sunday Transfer" since June, 1974. This pass is sold on the bus for 70 cents and is good for unlimited rides throughout the system from 3:00 AM Sunday to 3:00 AM Monday. The Chicago Transit Authority reports rides are up 50 per cent, with a decline in revenue of approximately 10 per cent. tabulates rides and not pass sales, thus creating some distortion in the figures. The situation is compounded by the multimodal nature of Chicago transit. Chicago's prime objective was to increase rides, with revenue a secondary consideration. ridership and revenue would seem to require equal billing. OTHER PROGRAMS considered include Flat Fares, Dime Time, Free Fare Zones, Stop-Over Transfers, Weekly Passes and Half Fares. These programs were eliminated from consideration for a variety

At WMATA,

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of reasons, principally because they were either inequitable

in a multi-jurisdictional operation or unrealistic in terms

of the financial or operational implications.

PROGRAM CONSTRAINTS

In sifting through numerous approaches for developing promotional fare programs for the Authority, a three-part general test was applied to all schemes in the early stages of consideration. Approaches that fell outside the guidelines of the test were dropped. The three principal constraints were:

1. The program must be reasonably equitable for all jurisdictions.

2.

The program must be realistic in terms of future ridership
distribution and impact on operating costs and revenues.

3. The program must be beneficial to the Authority as well as

to the consumer.

PROGRAM OBJECTIVES

While the constraints exercised a vital negative influence over program selection, the positive influence was provided by three fundamental objectives established at the outset by the workshop groups.

tives were:

1. Increase the perceived customer convenience and value.

These objec

2. Stimulate ridership, with emphasis on non-rush service.

3.

Increase Authority revenue and hold program costs to a
manageable minimum.

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PROPOSED PROMOTIONAL FARE PROGRAMS

Many hours of spirited workshop sessions resulted in the combining of the best features of several programs into two basic approaches.

They are new and they are tailored specifically to the Authority's operation. Since they are new, there is no true yardstick of prior or current experience with which to gauge their potential. However, based on recorded experiences of properties utilizing programs with similar elements, the two-part proposal appears to be fully implementable and financially responsible.

These programs should be classified "experimental" and operated on at least a six-month trial basis to provide an opportunity to evaluate overall impact on ridership and revenue, immediate and long term. It is especially important to consider the long term impact since new riders acquired through the program may well become regular riders if they find the product to be satisfactory. The programs are presented and described separately.

It is recommended, however, that they be considered as a package for offering to the public later this year and for implementation

on January 1, 1976.

Although the principal bargain element of both programs is pitched at non-rush ridership and although both are built around a monthly pass concept, they are aimed at distinctly different markets--the rush hour commuter and the so-called base day customer.

The names proposed for the passes were selected because they already have public identity (song title and movie title) and acceptance, because they have descriptive and promotional value, and because they are easy to say and easy to remember.

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THE DAY TRIPPER (BASE-DAY PASS)

This is a monthly pass valid to the bearer for unlimited rides

within the entire transit zone during weekday non-rush hours and all day Saturday, Sunday, and holidays. "NON-RUSH" is defined as the hours from 9:00 AM to 3:30 PM and 6:00 PM to 6:30 AM, Monday thru Friday, and all operating hours on weekends and holidays.

The DAY TRIPPER pass would be color-coded and boldly imprinted with the MONTH and YEAR for which it is valid. The color selection would change each month but would always be visibly different from the colors chosen for the COMMUTER/BASE-DAY PASSES described in the next

section.

A monthly charge of $16.00 is recommended for the DAY TRIPPER. This charge is calculated on two base zone (40) rides per day times Regulations printed on the pass would clearly state that it

20 days.

has no refund or replacement value.

The pass would be available for purchase beginning on the first day of the preceding month through the tenth day of the valid month. It would be on sale over-the-counter at all Metro Sales Offices, Metro Division Offices, and by direct mail by means of a check or money order to the Secretary-Treasurer with receipt in that office no later than the 15th day of the preceding month (this time frame was established arbitrarily and may be adjusted).

Once the worth of the program has been established, the Office of Marketing will initiate a follow-up effort to expand the merchandising of the pass through the more than 250 off-site ticket sales offices.