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CITY OF SAN LUIS OBISPO, CALIFORNIA
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SLO CITY COUNCIL PRESENTATION, "SLO TRANSIT - THE GOLDEN AGE "
Art Apruzzes e
July 20, 201 0
Good Evenin g
My name is Art Apruzzese . I am the Technical Representative on the City Council's Mass Transportatio n
Committee (MTC). I have served as a Transit Analyst with the City of Chula Vista, California and I'm a residen t
of San Luis Obispo, California . The views I express this evening are my own, and are not those of the MTC .
I am here this evening to speak in opposition to the proposed fare and transfer modifications for SLO Transit .I
believe there is a better, more proactive response to the current and future fiscal challenges which face our loca l
bus service . I believe we must "work the problem" and avoid taking actions which may harm our community .
I was the lone dissenting vote in MTCs approval of staff's recommendations during last week's public hearing . M y
opposition to these fare and transfer policy modifications is based on the following rationale :
Public transit is an important public service which should meet the transportation needs of all citizens,regardles s
of economic status or ability to pay . A majority of SLO Transit riders are "transit dependent" and have low, ver y
low and fixed incomes . They have few transportation options other than the bus .
At a time of nationwide economic stagnation and worldwide environmental collapse, city officials should d o
everything they can to encourage people to use their personal automobiles less and ride public transit more .
Increasing fares and eliminating transfers so much and so soon after last year's large, 25% fare increase sends th e
wrong message to our loyal, long-term riders and may deter new patrons from riding SLO Transit as well .
It is a long-established fact in the transit profession that, as operating costs increase and tax revenue vanishes, far e
hikes and service reductions discourage bus ridership - which leads to a vicious cycle of further fare hikes an d
service cutbacks . Indeed, John Webster, City Transit Manager, forecasts a possible 10% reduction in daytime an d
evening adult and senior/disabled cash riders if the proposed fare modifications are approved, and he warned th e
MTC at last week's public hearing that further fare hikes and service reductions may be necessary down the road .
But it need not come down to these false choices : I think there is a better way, a more proactive, optimistic an d
productive scenario which may very well lead to a Golden Age for SLO Transit . Instead of dramatically increasin g
fares again and eliminating transfers, I propose consideration of the following positive, system-building solutions :
My first alternative (See Exhibit "A")is the need for a comprehensive, professional Transit Marketing Stud y
specifically designed to provide city staff with recommendations about how best to attract and retain new ,
discretionary riders to SLO Transit . There is a large pool of potential riders in the city of San Luis Obispo wh o
can and should be using SLO Transit buses rather than their personal automobiles to get around town . SLO Transi t
has a brand new bus fleet which operates professional, reliable, safe, affordable and convenient service . But most
local residents, who use their automobiles to commute to work and other purposes, may not know much abou t
SLO Transit . If the city hires a professional marketing firm with proven ability to conduct successful passenger -
generating campaigns, I believe SLO Transit will have the potential to substantially increase patronage, enhanc e
farebox revenue and reduce the necessity for future fare increases and service reductions . The MTC requested tha t
staff look into this option last week . The Short Range Transit Plan Update for the City of San Luis Obispo als o
recommends that : "Marketing efforts should be geared to joint marketing efforts between SLO Transit an d
SLORTA to increase awareness of regional transit operations ." (Page 155 )
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Funding for the Transit Marketing Study may be within the scope of the city's "Measure Y" priorities and majo r
city goals, especially its "Traffic Congestion Relief' goal . This goal seeks to "expand efforts to reduce and manag e
traffic congestion throughout the City, including the Los Osos Valley Road corridor and interchange ." What bette r
way to mitigate traffic congestion than to promote SLO Transit and encourage people to ride the bus and leav e
their cars at home !
My second alternative is a recommendation that the city and county hire a professional transportation consultant t o
undertake a feasibility study to weigh the costs and benefits of consolidating local and regional transit service s
and resources .This concept was raised by the MTC Vice Chair, Stanley Yucikas, at last week's public hearing ,
and 1 am carrying the ball forward for consideration by the City Council tonight . I must stress that ful l
consolidation of transit services between the city and county is a back-up option which should only be seriously
considered if marketing efforts fail to attract sufficient additional ridership to SLO Transit . Operating concurrentl y
with the proposed Transit Marketing Study,City Council approval for the Transit Regionalization Feasibilit y
Study should be given as soon as possible since time is working against us . There is no guarantee that future stat e
transit funding will not erode further . Potential economies of scale, realized through consolidation of local an d
regional transit routes, capital equipment, facilities, staff and administration, may or may not be sufficient t o
appreciably reduce operating costs and increase the all-important "farebox recovery ratio ." But all options must b e
explored, and this one is preferable to perpetually increasing transit fares, reducing service and placing city transi t
services at risk . The Short Range Transit Plan Update notes : "The list below presents the issues and opportunitie s
for the SLO Transit route network : Duplication with SLORTA services ." (One of 13 items on the list, Page 127 )
Exploring alternate means of raising transit revenue and reducing operating costs is an idea whose time has come .
When we succeed in getting people out of their cars and onto our buses everyone wins : the average citizen win s
because his mobility options are enhanced at a fraction of the cost of traveling by automobile, and he can breath e
cleaner air ; SLO Transit wins because it has a larger ridership base and a more sustainable, reliable and divers e
revenue stream ; the city wins because it can offer residents and visitors a higher quality of life, a more dynami c
economy and lower infrastructure maintenance costs resulting from reduced traffic congestion ; the nation win s
because it is less dependent on sources of foreign oil and less vulnerable to political instability in far-off lands ;
and, finally, the planet wins because carbon emissions are Iowered and global warming is slowed .
The San Luis Obispo City Council is a nationally and internationally recognized and admired legislative body ,
known for its progressive health and quality of life policies and environmentally-enlightened decisions .I
encourage the City Council to add to this enviable reputation tonight and demonstrate the political will, vision an d
leadership to reject these fare modification recommendations . Instead I advocate the City Council direct staff t o
thoroughly explore and report back on the costs and benefits associated with undertaking a Transit Marketin g
Study,and Transit Regionalization Feasibility Study .Now is the time and San Luis Obispo is the place to onc e
again lead the nation toward a greener, healthier, and more equitable future . Thank you .
f ,_2
Art Apruzzes e
Technical Representativ e
Mass Transportation Committe e
City of San Luis Obispo, Californi a
Home Phone : 805-783-289 9
Email :artapr@dslextreme .com
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SLO TRANSIT MARKETING CAMPAIGN TO INCREASE RIDERSHIP - OUTLIN E
Exhibit"A" -Art Apruzzese, MTC Technical Representative, July 20, 201 0
Reasons for Initiating a Professional SLO Transit Marketing Campaign ,
Provides a Proactive Response to State Budget Deficits and Reduced Transit Operating Funds .
Educates and Informs Local Citizens about the Advantages of Riding the Bus .
Advocates for Greater Use of Local and Regional Transit Resources by the Public .
Stimulates Community Unity, Pride and Economic Vitality by Emphasizing SLO Transit's Mission & Service .
Potential Benefits of a Professional SLO Transit Marketing Campaig n
Promotes Use of Local and Regional Transit Resources by New Riders thus :
Enhances Farebox Revenue by Increasing Ridership .
Balances, Stabilizes and Increases "Farebox Recovery Ratio ."
Diminishes the Likelihood of Future Service Reductions and Fare Increases .
Increases Local Control of Revenue Stream.
Promotes Balance between "Transit Dependent" and "Discretionary Riders ."
Increased Bus Ridership :
Promotes Clean Air, Environmental Health and Awareness .
Reduces Traffic Congestion, Noise and Risk of Auto Accidents .
Reduces Automobile Use, thus Reduces Infrastructure Maintenance & Associated City Costs .
Reduces Local Dependence on Sources of Foreign Oil .
Research A - SLO Transit Discretionary Rider Question s
Who is the potential discretionary bus rider, where does he travel to, how much does he pay to use his auto ?
How many potential discretionary bus riders exist in SLO and the regional transit market ?
What will best motivate local car drivers to switch to the bus (e .g. stimulate economic self-interest, lower persona l
transportation costs, enhance convenience, safety, relaxation)?
How much excess capacity exists in the SLO Transit System to absorb increased ridership? Cost of Expansion ?
How much might total ridership increase in absolute and percentage terms if a Professional Marketing Firm i s
hired to promote patronage on SLO Transit buses ?
Research B - Transit Marketing Study (TMS) Questions, Cal Poly Participatio n
How much will the Transit Marketing Study (TMS) cost ?
Where will the funds to pay for the TMS come from? Can Cal Poly Marketing Program be accessed and utilized ?
Are SLOCOG, SLORTA or City "Measure Y" funds available to conduct the TMS Campaign ?
What specific experience will the TMS consultant candidate need to demonstrate transit ridership development ?
How many communities has the TMS consultant candidate assisted in California and the nation ?
What specific elements should the TMS Plan included ?
How long will the TMS Plan take to prepare and initiate ?
How long will it be before the benefits of the TMS Plan can be assessed and evaluated? What criteria will be used ?
War SLO Transit is in a war against Time . More state budget cuts are likely in the future . SLO Transit is also in a
war against the Automobile . We must take back the streets from the automobile! Every local car driver that ca n
take mass transit, but chooses to drive their own car instead, is costing SLO Transit vital revenue and, therefore ,
threatens its very existence .Alocal tax on automobile use, designed to encourage patronage of mass transi t
and defray SLO Transit operating costs, is an idea which the City Council may now want to consider .
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