new fare product evaluation - tucson€¦ · final marketing plan and implementation strategy...
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NewFareProductEvaluation
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TTFDirection
• Staffrequest‐ Prioritizedlist• Focusonpassproductsbeforemarketing• TTFCommitteeresponses
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PassDevelopmentGoals/Criteria
• Increaseridership• Increaserevenue• ConvenientforPublic• Totalnumberofpassproducts– Limitpassengerconfusion– LimitationswithSunGOsystem‐TTPs
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CurrentFarePaymentOptions
ExactchangeTransfersissuedonSunTran;No
cashonboardSunLink
SunGO Cards&TicketsPhotoIDforEconomyCustomers
4
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CurrentPassOptions
5
• 1‐DayPass‐ $3.50($4atSunLinkTVM)• 30‐DayPass‐ $42• 30‐DayExpressPass‐ $56• 30‐DayEconomyPass‐ $15• UA
• Semester– $173• SemesterExpress‐ $230• Annual‐ $413• AnnualExpress‐ $450
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PilotPassPrograms
• BulkPurchasePrograms– Discountgiventogroupspurchasing100ormoretickets
– Promotetransittospecialevents– Programsevaluatedforpossiblefutureimplementation
• 7‐DayPass– $15SunGO Card&pass– Pre‐loadedcardsavailableatselectlocationsnearGemShow,transitcenterTVMsandonline
– RollingoutintimeforGemShow
• YouthSummerPass(currentlyevaluating)
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PassProductsforEvaluation
• YouthSummerPass• YouthFare• AnnualPass• 3,7or10‐DayPass
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HistoryofSelectedPassProducts
• YouthFare– Introducedbefore1980– Raisedto$.60in1997– Validfor12th gradeandyounger
– Eliminatedin2000inordertonotincreasethecostoftheeconomyfare
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HistoryofSelectedPassProducts
• YouthSummerPass– GoCard– Introducedin1997– Cost:$20– Validapproximately6weeks– Eliminatedin2000withtheeliminationoftheYouthFare
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HistoryofSelectedPassProducts
• AnnualPass– IntroducedinJuly2000for$288– $275in2009– StoppedsellinginAugust2009– Eliminatedduetolackofsales
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HistoryofSelectedPassProducts
• FullFareStoredValue– (sameas10rides)– $15.00in2011– EliminatedwiththelaunchofSunGO
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WhatAttractsNewRiders
• ServiceArea(travelswherepeopleneedtogo)• Frequencyofservice• Clean,wellmaintainedequipment• Safe• Savesmoney• Friendlystaff
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StaffRecommendation
1.Proceedwiththecurrentpilotpassprojectsandfullyevaluatetheusageofthosepasses/programs
oncecomplete.2.Analyzeimplementationof:
• 7‐DayPass• YouthSummerPass
• YouthFare• AnnualPass
InFebruary,staffwillreportonproposedmarketingstrategiesforallorsomeofthebulletedpassesabove
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Process&Timeline
• Today‐ StaffreportonTTFfeedbackandrecommendedlistofproductstoevaluate
• February– Staffreportonfareproductanalysis,initialthoughtsonmarketingandimplementationstrategy
• March– Finalproductrecommendations,finalmarketingplanandimplementationstrategy
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Discussion