Performance Driven External Affairs Q3 Performance Report | FY 2012-13
Q3 ► ► ►
Table of Contents
External Affairs Division Goals.. ........................................................... 1 Executive Summary............................................................................... 3 BUS TRANSIT Bus Marketing. . ....................................................................................... 7 Bus Public Information . . ........................................................................ 8 Pre-Paid Pass Sales Program................................................................1 0 Community Outreach............................................................................1 2 METROLINK Metrolink Marketing. . ............................................................................1 3 Swallows Day Event...............................................................................1 4 Lunar New Year. . .....................................................................................1 6 Festival of Whales .................................................................................1 8 Ducks Express Party Train.....................................................................2 0 RIDESHARE/VANPOOL Vanpool Program...................................................................................2 1 CAPITAL PROJECTS West County Connectors......................................................................2 4 I-405 Improvement Project..................................................................2 6 O.C. Bridges. . ...........................................................................................2 8 SR-57........................................................................................................3 0 SR-91........................................................................................................3 2 I-5 Central County Improvement Project. . .........................................3 4 I-5 South: Avenida Pico to San Juan Creek Road..............................3 6 I-5 South: SR-73 to El Toro Road..........................................................3 8 GENERAL COMMUNICATIONS Media Relations. . ....................................................................................3 9 Digital Communications.......................................................................4 1 Small Business Outreach.. .....................................................................4 4 STRATEGIC COMMUNICATIONS Public Committees. . ...............................................................................4 5 Special Projects and Speakers Bureau.. ..............................................4 7
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Q3 Performance Report January 2013 - March 2013
External Affairs Q3 Performance Report
External Affairs Division Goals External Affairs areas of responsibility include community and media relations, strategic communications, marketing, and customer engagement. Division goals are to: •• Provide Orange County Transportation Authority (OCTA) customers and stakeholders with quality, cost-effective public information that enhances awareness of services and programs, encourages use, supports transparency in government, and creates positive perceptions of the agency •• Ensure two-way communication between OCTA and its customers and stakeholders by listening, sharing, recording information, and responding to public comments •• Encourage and engage the public to participate in planning and capital project development •• Promote alternatives to single-occupant vehicle travel •• Administer and grow revenue-generating programs such as the bus advertising program, bus book sales, and prepaid fare media program •• Provide communications support to Board of Directors (Board), Chief Executive Officer, and Strategic Plan initiatives
Q3 Performance Report January 2013 - March 2013
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External Affairs Q3 Performance Measures
Executive Summary Overview The OCTA External Affairs Division is involved in creating awareness, engaging the public in the development of transportation projects and services, promoting alternatives to the single occupant vehicle, and augmenting traditional transportation revenues. In 2010, the division began to formally track progress using a set of performance measures. This report provides an update on divisional activities and progress for the third quarter (Q3) of fiscal year (FY) 2012-13, the period January 1, 2013 through March 31, 2013. The External Affairs Performance Measures Report is available online at: www.octa.net/eaperformance BUS TRANSIT AT A GLANCE NEEDS IMPROVEMENT
Prepaid Pass Sales Following a fare increase in February 2013, quantities of pre-paid fare media sold per month have decreased from prior year sales. While not a fault of the pre-paid pass sales program, the changes suggest that this item should be closed monitored to improve future pass sales. Strong pass sales prior to the fare adjustment contributed to an increase of 7 percent of quantities of pre-paid fare passes sold in Q3 compared to the same period the prior year.
METROLINK TRANSIT AT A GLANCE HIGHLIGHTS
Metrolink Marketing Passenger boardings on Metrolink rail service increased by 4 percent in Q3 compared to the same period the prior year. Weekend service ridership in Q3 increased by 139 percent compared to the prior year, from 25,545 boardings to 61,274 boardings. Increased Metrolink service, extended seasonal service, and promotional events likely contributed to this increase.
Q3 Performance Report January 2013 - March 2013
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External Affairs Q3 Performance Measures
Executive Summary RIDESHARE / VANPOOL / BICYCLE AT A GLANCE HIGHLIGHTS
Vanpool Vanpool program growth in Q3 continues to exceed long term targets; grant fund revenues from the program support OCTA bus capital projects and offset program costs. The number of vanpools increased by 15 percent in Q3 growing from 400 vans in Q3 of FY 2011-12 to 465 vans in the current quarter.
CAPITAL PROJECT OUTREACH AND GENERAL COMMUNICATIONS OUTREACH AT A GLANCE HIGHLIGHTS
Capital Projects Outreach Outreach activities in Q3 continued to increase public awareness of major capital freeway projects while helping mitigate construction project impacts. Providing advance notice and public information about noisy piledriving work was a focus for the West County Connectors and SR-57 projects. The SR-91 Westbound and Eastbound Lane Addition project was completed on February 21, 2013. Outreach efforts and a completion event celebrated the successful completion. The project added a new size mile lane in each direction and improved off-ramps in the area.
HIGHLIGHTS
Public Committees There were 12 public committee meetings during Q3. Public committees provide an opportunity for members of the public to give feedback on a variety of topics and issues. In addition, committees such as the Taxpayers Oversight Committee, Environmental Oversight Committee, and Citizen Advisory Committee ensure OCTA is in compliance with state and/or local mandates.
Media Relations OCTA had a total of 72 earned media stories generated by 17 press releases in Q3 of FY 2012-13. Coverage resulting from these press releases increased by 26 percent in Q3 compared to the same period the previous year. Key stories in the news included the I-5Â South Improvement Project, construction on the West County Connectors, and the established of quiet zones in Dana Point and San Juan Capistrano. Media coverage has proven to be an extremely cost-effective method to increase positive awareness of OCTA programs and services.
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Q3 Performance Report January 2013 - March 2013
Performance Report
Q3 Performance Report January 2013 - March 2013
Q3 ► ► ►
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Q3 Performance Report January 2013 - March 2013
Bus Transit
Bus Marketing OVERVIEW
OCTA operates a countywide network of local, community, rail-connector and express bus routes that serve a variety of audiences in Orange County. Ongoing and targeted campaigns encourage trial usage of the bus system, attracting new riders and increasing ridership. OVERVIEW Jul
Aug
Sep
Oct
Nov
Dec
Jan
Feb
Mar
Apr
May
Jun
Ongoing Ridership Marketing Youth, Senior, Student and Employer Retail Pass Sales Bus Customer Public Information Targeted Bus Ridership
*
*
*
Bus Marketing / Outreach Youth Summer Bus Pass OC Fair Express Pre-Paid Pass Sales Promotion Jingle Pass New Year's Eve Free Ride
Major efforts in Q3 included implementation of the February fare increase and service changes. Additional programs included the introduction of the 5 Rides pass, providing Wi-Fi access on Route 703, and preparing for the Q4 launch of Bravo!, a limited stop service on Harbor Boulevard.
Dump the Pump
* OCTA Bus Service Changes Total bus boardings in Q3 decreased by 4 percent from the same period the prior year, from 13.1 million boardings in FY 2011-12 to 12.5 million boardings in FYÂ 2012-13. This decrease in boardings is likely due to the fare increase which was effective in February 2013.
TOTAL OCTA BUS BOARDINGS 5.0 M 4.8 M 4.6 M 4.4 M 4.2 M 4.0 M 3.8 M 3.6 M
February 2013 Service Change / Fare Increase
3.4 M 3.2 M 3.0 M Q1
FY 2012-13
Q3 Performance Report January 2013 - March 2013
Q2
FY 2011-12
Q3
Q4
FY 2010-11
7
Bus Transit
BUS BOOK $1 fEbruary 10, 2013
EffEctivE through JuNE 8, 2013 • EfEctivo hasta El 8 DE JuNio 2013
Bus Public Information
SERVICE IMPROVEMENTS / CaMbIOS PRINCIPalES Schedule adjustments / ajustes de Horario 1, 24, 25, 26, 29, 37, 38, 42, 47, 51, 53, 55, 57, 59, 60, 66, 71, 72, 79, 82, 83, 85, 89, 90, 91, 145, 167, 172, 173, 177, 178, 187, 191, 212, 453, 454, 480, 701 and 794
Route adjustments / ajustes de Ruta 42, 193
OVERVIEW
NEW bUS FaRES EFFECTIVE 2/10/13 See details on page 4
NUEVaS TaRIFaS DEl aUTObÚS EMPEZaNDO 2/10/13
los detalles encustomer la pagina 5 OCTA provides bus information through a variety of cost-effective methods toVeameet needs and encourage use of OCTA buses. The major sources of bus information include the printed bus book ($1 per book), free electronic bus books, instant bus schedules via text messaging, an online trip planner “Just Click,” as well as calls to the Customer Information Center. Bus books are in high demand during bus service changes which take place three times a year in February, June, and October. Keep in touch with free tools fro
Use your cell phone to get your bus schedule
Personalize your bus book online
RESULTS
•• Text4Next continues to be popular among customers as 912,445 text messages were sent in Q3 – a 9 percent increase over the same period last year. Text4Next delivered an peak of 316,771 text messages in March.
m OCTA
( Se e p
ag e 2
for m o
re o n
a l l th
e se
g re a
t too
ls !)
Sign up for email updates at www.octa.net/connections
Plan your next trip with OCTA’s online trip planner
Plan regional trips or get schedule info call 511
mostly by a decrease in the number of calls handled. Cost per call remains lower than the peak of $2.02 per call in April 2010. facebook.com/octabus
•• Customer Information Center (CIC) calls decreased by 0.2 percent to 194,948 total calls in Q3 compared to the same period the prior year. The CIC also handles pass sales order taking, common customer comments, and the Reduced Fare ID application process. The CIC contract with Alta is firm-fixed in order to control costs. •• The average calculated CIC cost per call in Q3 was $1.68. The slight increase in cost per call is driven
www.octa.net
@octabusupdates
•• Downloads of OCTA’s free eBusbook decreased by 43 percent in Q3 compared to the same period last year. This decrease is likely partially due to the launch of the new OCTA.net website in October 2012. Due to the comprehensive redesign of the website, some programs and content have seen significant changes. •• Printed bus book sales decreased 15 percent in Q3 from the same period last year, averaging 9,739 books per month, with total Q3 revenues of more than $29,000. Revenues continue to cover production and printing costs.
TEXT4NEXT TEXT MESSAGES 400 K 350 K 300 K 250 K 200 K 150 K 100 K 50 K 0 Q1
FY 2012-13
8
Q2
Q3
Q4
FY 2011-12
Q3 Performance Report January 2013 - March 2013
Bus Transit
Bus Public Information CUSTOMER INFORMATION CENTER $3.00
250 K
Cost per call Number of Calls 200 K
$2.00 150 K $1.50
$1.60
$1.68
Q4
Q1
Q2
Q3
Q4
Q1
$1.68
$1.62
Q3
$1.60
$1.58
Q2
$1.72
$1.56
Q1
$1.63
$1.59
$1.00
$1.64
100 K
Q2
Q3
Total Calls Handled
Average Calculated Cost per Call
$2.50
50 K
$0.50
0
$0.00 FY 2010-11
FY 2011-12
EBUSBOOK DOWNLOADS
Note that External Affairs revised this metric in this report in order to more accurately track the number of eBusBooks downloaded. Previously, reports were based on web hits to the eBusBook download page. The updated figures are based on successfully downloaded eBusBooks. This updated data became available in November 2012, figures prior to November 2012 are estimated based on total web hits.
12 K
10 K
8K
6K
4K
2K
0 Q1
FY 2012-13
Q2
FY 2012-13
Q3
Q4
FY 2011-12
CONCLUSIONS
Recommendations for the bus public information programs include: •• Develop a mobile phone “app” for real-time bus transit information. Supports OCTA Strategic Plan public service goals.
Q3 Performance Report January 2013 - March 2013
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Bus Transit
Pre-Paid Pass Sales Program OVERVIEW
OCTA bus revenue is generated by fares paid onboard the bus and the sale of pre-paid passes. Pre-paid bus passes are important because usage expedites the boarding process, thereby reducing dwell time at bus stops. This can positively effect OCTA’s on‑time performance. OCTA provides a variety of pre-paid pass purchasing options. Passes can be purchased from the OCTA store, on-line, by phone, and mail. A network of convenient locations has been established throughout the County so passengers may obtain a pass through their employer, school, college, university, social service agency, city, and more than 120 retail markets. Retailers include all Ralphs, Vons, Pavilions, and Northgate grocery stores in Orange County. This quarter saw significant fluctuations in the cost and quantites of pre-paid passes sold. Following the announcement of a fare increase in February, January saw an large increase in the quantity of of passes sold. Following the fare increase, most pass types saw a decrease in the quantities of passes sold. Staff will continue to monitor the sale of pre-paid passes for future trends. PRE-PAID FARE REVENUES VERSUS ONBOARD CASH FARES
RESULTS
$3.0 M
Revenues from pre-paid fare media increased by 27 percent in the current quarter compared to the same period the previous fiscal year.
$2.5 M
$2.0 M
$1.5 M
$1.0 M
FY 2011-12 Cash Fare Revenue FY 2012-13 Cash Fare Revenue FY 2011-12 Prepaid Fare Media Revenue FY 2012-13 Prepaid Fare Media Revenue
$500 K
$0 Q1
10
Q2
Q3
Q4
Revenues from cash fares increased by 0.8 percent in Q3 compared to the same period the previous year. Most of the growth of cash revenues followed the February fare increase.
Q3 Performance Report January 2013 - March 2013
Bus Transit
Pre-Paid Pass Sales Program QUANTITIES OF PRE-PAID PASSES SOLD
The quantity of pre-paid passes sold increased by 7 percent in the current quarter compared to the same period the prior year, from 220,275 passes in Q3 FY 2011-12 to 235,272 passes in Q3 FY 2012-13. This growth was uneven over the quarter, and was likely influenced by the fare increase that was effective in February 2013.
120 K
100 K
80 K
60 K
40 K
20 K
0 Q1
Q2
FY 2012-13
Q3
Q4
FY 2011-12
CHANGE IN PASS QUANTITIES SOLD COMPARED TO PRIOR YEAR 1-DAY PASSES Nov
Dec
100%
Jan
7-DAY PASSES Feb
Mar
Apr
May
Nov
Dec
Jan
Mar
Apr
May
100%
86%
75%
75%
50%
32%
-25%
-50%
25%
-4%
-39%
19%
Apr
-16%
-18%
-50%
May
13%
-5%
-6% -25%
-19%
18%
Mar
0%
0%
-6%
16%
Feb
50%
40%
5%
0%
Jan
58%
25%
13%
Dec
75%
50%
35%
Nov 100%
58%
25%
30-DAY PASSES Feb
-19%
-25%
-50%
Compared to the same period the prior fiscal year, the months leading up the the February fare increase saw a significant spike in sales. Following the fare increase, quantities decreased compared to quantities sold in FY 2011-12. Based on preliminary pass sales data from April and May, pass sales quantity trends are normalizing, but growth in pass quantities sold appears to be returning to FY 2011‑12 levels. CONCLUSIONS
Staff will continue to monitor the sales of pre-paid fare media and report back on pass sales trends, the performance of the new 5 Rides pass, and pass sales for Bravo! service.
Q3 Performance Report January 2013 - March 2013
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Bus Transit
Community Outreach OVERVIEW
OCTA offers outreach and free educational programs to encourage people to use our services to build both awareness and ridership. Cost-effective outreach efforts cover the basics of “How to Ride” whether it’s a train, bus, bike, or vanpool. In-person presentations and ridership materials are available to seniors, youth groups, and other organizations, as well as employers throughout Orange County. Outreach staff provide a face to the public at events and directly respond to public questions and comments. Staff also organize and facilitate Title VI compliance community meetings. HIGHLIGHTS
During Q3, outreach staff participated in many events including: •• Tet Festival in Garden Grove •• Laguna Woods Village Transportation •• Presentation at Anaheim Memorial Manor Senior Center •• Transition Night at North Orange Ccunty Community College District •• Staff at these events presented general bus, ACCESS, and Metrolink information including “how to ride” presentations. Staff also shared information on two returning popular promotions: Metrolink’s Angels Express Train and the OC Fair Express bus service. COST ANALYSIS Marketing Cost (includes 913 trial passes)
RESULTS People reached
$4,565
2,146 Cost per person $2.13
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More than 800 people visited OCTA’s booth at this year’s Tet Festival to learn about Orange County bus and rail service. Attendees that showed their OCTA pass received discounted admission.
Staff recommends continuing to publicizing the Summer Youth Pass with targeted marketing to high school students, including advertisements in several high school newspapers. Awareness of OCTA’s services increased as we continued to implement the trip planning program that provides customized maps from senior centers to shopping, restaurants, and other favorite destinations.
Q3 Performance Report January 2013 - March 2013
Metrolink
Metrolink Marketing OVERVIEW
Metrolink is Southern California’s commuter rail system linking residential communities to employment and activity centers. Metrolink is operated by the Southern California Regional Rail Authority (SCRRA) — a joint powers authority of five member agencies that includes OCTA. Marketing for Metrolink in Orange County focuses on increasing awareness of new expanded service in Orange County, new pass options, and special train services that encourages trial usage with new riders. OVERVIEW Jul
Aug
Sep
Oct
Nov
Dec
Jan
Feb
Mar
Apr
May
Ongoing Ridership Marketing Rail Ridership Marketing
Special Train Service Ducks Express Thanksgiving Service Holiday Toy Express
Jun
Major campaigns in Q3 included the promotion of Ducks Express and local destination events including Swallows Day in San Juan Capistrano, Lunar New Year in Irvine, and the Festival of Whales in Dana Point.
Angels Express
Metrolink Weekends Marketing Ongoing Marketing Lunar New Year Festival of Whales Swallows Day Parade Ocean Festival
TOTAL METROLINK RIDERSHIP
Metrolink ridership on lines serving Orange County was up 11 percent in Q3 compared to the same period the prior year. This follows an increase of 5.4 percent in Q1 and an increase of 8.6 percent in Q2 compared to the prior year.
450 K 400 K 350 K 300 K 250 K 200 K 150 K 100 K 50 K 0 Q1
Q3 Performance Report January 2013 - March 2013
FY 2012-13
Q2
Q3
FY 2011-12
Q4
FY 2010-11
13
Metrolink
Swallows Day Event
Swallows’ Day Parade and Mercado In San Juan Capistrano
OVERVIEW
The Swallows Day Parade in San Juan Capistrano is a well-attended annual event in March. Leveraging this popular event to increase Metrolink ridership, OCTA developed a marketing program to encourage people to take Metrolink to San Juan Capistrano for the parade. For the second year, OCTA held a kick-off event at the Tustin Station on March 23, the day of the parade with free food, live music and a prize wheel with a chance to win free round trip Metrolink tickets to San Juan Capistrano and other prizes. RESULTS
• Ridership increased over 93 percent on Saturday, March 23 with 3,887 boardings on the Orange County and Inland EmpireOrange County lines, compared to 2,012 record number the previous year. • Ridership increased by 45 percent - an additional 1,080 boardings with the special event promotion – compared with the average Saturday boardings for March 2013.
Win FREE Metrolink Tickets To See The Swallows
Swallows’ Day Parade and Mercado in San Juan Capistrano Saturday, March 23, 2013
click for more info
• A survey of 77 riders at the event revealed: 83 percent of those surveyed had not used Metrolink service for Swallows event before 52 percent of those surveyed had not used Metrolink service on weekends 46 percent of those surveyed had not used Metrolink service on weekdays 96 percent of those surveyed said they would ride Metrolink in the future
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Q3 Performance Report January 2013 - March 2013
Metrolink
Swallows Day Parade TOTAL METROLINK RIDERSHIP 4,500
Swallows Day
4,000
Ridership increased 45 percent compared to average Saturday ridership.
3,500 3,000
Ave. Sat. Ridership
2,500 2,000 1,500 1,000 500 0 2/2/2013
Marketing Cost $2,086
2/9/2013
2/16/2013
Gross Impressions 998,565 Cost per 1,000 impressions (CPM) $2.09
2/23/2013
3/2/2013
Total Additional Boardings 1,079
Marketing cost per Boarding $1.93
CONCLUSIONS
Continue the successful Swallows Day Parade promotion next year and support it with targeted, cost effective advertising to introduce new customers to Metrolink weekend service.
Q3 Performance Report January 2013 - March 2013
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Metrolink
Lunar New Year OVERVIEW
The annual Golden Dragon Parade in Los Angeles’ Chinatown is one of the largest and best attended Lunar New Year celebrations. To encourage Orange County’s Asian residents and general public to take the train to the parade, OCTA held a special Lunar New Year event on February 16, 2013 at the Irvine Metrolink Station with Lion Dancers, free sponsored food and a prize wheel for a chance to win free round trip Metrolink tickets to Los Angeles and other prizes. RESULTS
• Lunar New Year ridership totaled 3,772 boardings on the day of the event (including on the 3,109 boardings on Orange County and 1,378 boardings on the Inland EmpireOrange County lines). This represented an increase of 1,378 boardings, or 58 percent increase from the average Saturday ridership of 2,394 boardings. Note that additional service was added for this event due to the response to last year’s event. • Saturday’s ridership had a significant increase of 78 percent compared to last year’s record numbers, from 2,120 to 3,772 boardings. • A survey of 141 riders at the event revealed: 71 percent of those surveyed have never taken Metrolink to the Lunar New Year parade in L.A. 45 percent of those surveyed had not used the train on weekends
Opening the Doors to New Adventures
Win FREE Metrolink Tickets to L.A.’s Golden Dragon Parade
Join octa at the city of irvine Station for a Special lunar new year celebration
Saturday, february 16, 2013 event starts 8:00 a.m. train to l.a. departs 9:00 a.m. Come spin the prize wheel for a chance to win a FREE Round Trip Metrolink ticket and other prizes! Watch the Lion Dance and enjoy free refreshments too. Then take Metrolink to Los Angeles Union Station for the popular Golden Dragon Parade and Festival. Your Metrolink tickets are valid on L.A. Metro’s Gold Line to Chinatown for the parade and festival. Irvine Station 15215 Barranca Parkway Irvine, CA 92618 (FREE parking)
Visit www.octa.net/lunar2013 for details. Refreshments courtesy of
56 percent of those surveyed had not used the train on weekdays 96 percent of those surveyed would consider riding Metrolink in the future
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Q3 Performance Report January 2013 - March 2013
Metrolink
Lunar New Year TOTAL METROLINK RIDERSHIP 4,500
Lunar New Year
4,000 3,500 3,000 2,500
Ave. Sat. Ridership
2,000 1,500 1,000 500 0 2/2/2013
2/9/2013
2/16/2013
2/23/2013
3/2/2013
COST ANALYSIS
Ridership increased 78 percent compared to Lunar New Year in 2012.
Marketing Cost $7,518
Gross Impressions 1,409,263 Cost per 1,000 impressions (CPM) $5.33
Total Additional Boardings 1,378 Marketing cost per Boarding $5.46
CONCLUSIONS
Staff recommends continuing the successful Lunar New Year event to increase ridership, encourage trial ridership, and introduce new customers to Metrolink.
Q3 Performance Report January 2013 - March 2013
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Metrolink
Festival of Whales OVERVIEW
As part of Metrolink weekends destinations-based marketing, OCTA partnered with Dana Point’s Festival of Whales to encourage visitors to take Metrolink to the event. OCTA promoted the festival on two weekends – March 2-3 and March 9-10. OCTA also partnered with event organizers and local businesses to offer significant discounts for Metrolink customers on whale watching excursions, hotel rooms and food vendors. Based on the success of last year’s Festival of Whales kickoff, staff hosted an event in Orange with free food, live music, and prizes. RESULTS
• Ridership on the Orange County (OC) and Inland Empire / Orange County (IEOC) lines during those two weekends increased an average of 11 percent, or an additional 1,052 boardings when compared with ridership from the weekends before and after the promotion. • For the second year, the Festival of Whales promotion included a special event – ridership on the day of the kickoff increased 45 percent compared to the average weekend ridership. • A survey of 55 riders at the event revealed: - 78 percent of those surveyed had not used Metrolink to go to the Festival of Whales before - 51 percent of those surveyed had not used Metrolink service on weekends - 53 percent of those surveyed had not used Metrolink service on weekdays - 98 percent of those surveyed said they would ride Metrolink again
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More than 98 percent of survey respondents said they would ride Metrolink again. Q3 Performance Report January 2013 - March 2013
Metrolink
Festival of Whales WEEKEND METROLINK RIDERSHIP 4,000
Festival of Whales Weekends 3,500 3,000 2,500
Ave. Weekend Ridership
2,000 1,500 1,000 500 0 2/23
2/24
3/2
3/3
3/9
3/10
3/16
3/17
COST ANALYSIS Marketing Cost $8,285
Gross Impressions
Total Additional Boardings
11,186,661 Cost per 1,000 impressions (CPM)
1,052 Marketing cost per Boarding
$0.74
$7.88
CONCLUSIONS
Staff recommends continuing the successful Festival of Whales event to increase ridership, encourage trial usage and introduce new customers to Metrolink.
Ride the train. See the whales. 50% OFF Whale Watching Q3 Performance Report January 2013 - March 2013
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Metrolink
Ducks Express Party Train OVERVIEW
The Ducks Express, branded existing Metrolink service to Ducks Express weekday home games, returned in January 2013. The campaign encourages hockey fans to consider travel by train and increases awareness of Metrolink service with cost-effective cross promotion with the Ducks of Anaheim. On March 1, 2013, OCTA partnered with the Ducks and hosted a party train to build excitement and promote the Ducks Express service. Ducks fans could ride the party train with any Ducks Express ticket. By using existing partnerships with the Ducks of Anaheim and social media promotion, the promotional event was extremely cost effective.
Gross Impressions $500
• The Ducks Express party train resulted in an additional 85 boardings on the Metrolink Ducks Express. Total Ducks Express ridership on March 1, 2013 was 211 riders – the highest since the Ducks Express service was implemented. • Ridership on the party train increased by 67 percent compared to adjacent home games. DUCKS EXPRESS RIDERSHIP
COST ANALYSIS Marketing Cost
RESULTS
850,000 Cost per 1,000 impressions (CPM) $0.59
250
Total Additional Boardings 85 Marketing cost per Boarding $5.88
Ducks Express Party Train
200
150
Ave. Gameday Ridership 100
50
CONCLUSIONS
Based on the cost-effective increase in ridership based on this promotion, staff recomends adding additional outreach / promotional events as part of future and ongoing campaigns in order to increase awareness and usage of Metrolink service.
20
0 2/18/2013
2/27/2013
3/1/2013
3/6/2013
3/8/2013
Q3 Performance Report January 2013 - March 2013
Rideshare/Vanpool
Vanpool Program OVERVIEW
OCTA has invested in the vanpool program by allocating greater resources in order to grow participation. By operating the vanpool program and providing a subsidy, OCTA is able to generate Federal Transit Administration 5307 grant funding based on revenue and passenger miles traveled. Funds spent on the vanpool subsidy generate additional grant funding to support other OCTA bus capital projects. OCTA’s vanpool program continues to show growth into the third quarter of Fiscal Year 2012-13 (FY 2012-13) ending March 31, 2013 with 459 total vanpools. Program growth showed a three percent increase over the previous quarter and a 14.5 percent increase over the third quarter of FY 2011‑12. The continued growth in the vanpool program accounted for a reduction in 9,238,109 vehicle miles traveled for the quarter. The growth in the number of vanpools is attributed to the continued marketing and outreach efforts to Orange County employers and employees. RESULTS
• The number of active vanpools in the third quarter increased by 14.9 percent compared to the same period the prior year, from 400 vans in March 2012 to 459 vans in March 2013. • This quarter, staff optimized Vanpool webpages and launched a new Seatfinder application. The new Seatfinder is more interactive and utilizes the existing database of eligible vanpools. Seatfinder allows allows prospective vanpoolers to communicate directly and find vans with available seats. • OCTA staff conducted sales and marketing outreach to 42 Orange County employers. Targeted outreach to interested employers has contributed to the 18 percent year‑to‑date growth of Orange County worksites with a vanpool, from 102 worksites in July 2012 to 121 worksites in March 2013.
Q3 Performance Report January 2013 - March 2013
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Rideshare/Vanpool
Vanpool Program ACTIVE VANPOOLS
Vanpool growth continued to exceed the growth targets set by the Long Range Transportation Plan (LRTP).
500 450 400 350
The LRTP calls for a growth target of 5 percent in FY 2012-13. As of Q3, the number of active vanpools has growth by 14.9 percent. Current estimates for FY 2012-13, including projected Q4 vans, exceed 15 percent.
300 250 200 150 100 50 0 Q1
Q2
FY 2012-13
Q3
Q4
FY 2011-12
The number of passenger trips has increased 14 percent in Q3 compared to the same period in FY 2011-12. On average, each vanpool is responsible for 228 monthly passenger trips.
VANPOOL PASSENGER TRIPS 120 K
100 K
80 K
60 K
40 K
20 K
0 Q1
Q2
FY 2012-13
Q3
Q4
FY 2011-12
VANPOOL REVENUE MILES AND PASSENGER TRIPS 800 K 700 K 600 K 500 K 400 K
FY 2011-12 Revenue Miles FY 2012-13 Revenue Miles FY 2011-12 Passenger Trips FY 2012-13 Passenger Trips
300 K 200 K
The revenue vehicle miles increased by 14 percent in Q3 compared to the same period in of the previous fiscal year. Passenger trips increased by a corresponding 14 percent in Q3 compared to the same period in FY 2011-12.
100 K 0 Q1
22
Q2
Q3
Q4
Q3 Performance Report January 2013 - March 2013
Rideshare/Vanpool
Vanpool Program CONCLUSIONS
• Increase vanpool marketing to targeted segments in Q4 • Continue sales outreach for the vanpool program through employer/employee outreach, meetings and events • Conduct quarterly vendor meetings to maintain effective communications and coordinated sales efforts • Continue with next phase of vanpool seatfinder improvements to create a new commuter based market development channel
Q3 Performance Report January 2013 - March 2013
23
Grove Freeway (SR-22) and San Gabriel Freeway (I-605) to create a seamless HOV connection amongst the three freeways. The project traverses the cities of Garden Grove, Westminster, Seal Beach, Los Alamitos and the community of Rossmoor.
program and $50 million from the American Recovery and Reinvestment Act (ARRA) $135 million from the Corridor Mobility Improvement Account (CMIA)/ Proposition 1B $5 million local funds
Capital Projects
11F_053_1
more information, tact Christina Byrne 714) 560-5717 or rne@octa.net.
The project will:
•
Reconstruct the Seal Beach Boulevard bridge crossing over I-405 Reconstruct the eastbound SR-22 to the northbound I-405 connector
•
Construct two direct HOV connectors
•
•
Add a second HOV lane in each direction on I-405 between the SR-22 and the I-605
• Reconstruct the eastbound SR-22 to the northbound I-605 connector
•
Eliminate HOV users weaving across general purpose lanes to switch to and from HOV lanes
•
Reconstruct on- and off-ramps
•
Construct soundwalls and retaining
West County Connectors
• (714) 560-OCTA • www.octa.net 04/25/11
OVERVIEW
I-405 HOV lane to the HOV lane on the northbound I-605 and the reverse movement
Reconstruct the northbound I-405 to the westbound SR-22 connector
LONG BEACH
ROSSMOOR
SEAL BEACH
ote
Cre
ek
405
Seal Beach Blvd. LOS ALAMITOS US Naval Weapons Station
SR-22/I-405 SEGMENT
405
Bo
lsa
Ch
ica
Rd
.
WESTMINSTER 405
G. Grove Blvd.
Director Eastman, Director Jones• and Director Murray through a Reconstruct the Valley View Street bridge project tour. The team also hosted acrossing stakeholder group over theworking SR-22 meeting and tour to share upcoming closures and major milestones.
605
Coy
Katella Ave.
• Reconstruct the southbound I-405 to In February, the WCC team shared project milestones with OCTA eastbound SR-22 connector
I-405/I-605 SEGMENT
S. Gabriel River
The SR-22/I-405 HOV Connector Project is the eastern segment of freeway the projectare and will: Several weeks of full freeway closures on the I-405
ongoing for the future southbound I-405 /eastbound SR-22 freeway • Directly connect the westbound SR-22 connector and the I-405 /I-605 HOV HOV connector. In addition, lane at Valley View Streetthe to the HOV bridge, lane on northbound reconstruction of Seal Beach Boulevard over theI-405 I-405and the reversein movement freeway, is under way. Pile driving began early January.
405
Willow St.
OCTA and the California Departmentwalls of Transportation (Caltrans) are at various locations well under way with construction on the West County Connectors • Add landscaping and enhance project (WCC) to link high-occupancy vehicle lanes / carpool lanes aesthetic elements on the Interstate 405 (I-405) with those on the State Route 22 (SR22) and Interstate 605 (I-605) to create a seamless SR-22/I-405 HOVhigh-occupancy Connector Segment vehicle connection among the three freeways.
•
Va ll
ey
Vie
w
St
GARDEN GROVE
.
N
www.octa.net/westcounty
HIGHLIGHTS / KEY ISSUES
Orange County Transportation Authority 550 S. Main Street, P.O. Box 14184, Orange, CA 92863-15
•• At the midpoint of construction with two more years to go, the WCC team rolled out a new format for weekly email updates. With the new template, stakeholders receive a weekly email including the latest highlights on project construction, a map of nightly closures and pictures from the field giving a “behind the k-rail” look at construction activity. •• Construction on the first phase of College Park West soundwall completed in February.
24
•• The WCC team also integrated freeway and road closures on to an interactive Google Map that is updated in real-time – www.octa. net/WCCdetourmap. •• Door-to-door fliers distributed to 150 homes within the project corridor regarding soundwall construction and pile driving.
OCTA Board members and staff visited the West County Connector project in February 2013.
Q3 Performance Report January 2013 - March 2013
Capital Projects
West County Connectors PUBLIC OUTREACH MEETINGS (Q3)
CONSTRUCTION SCHEDULE
Organization City of Los Alamitos City Council City of Fountain Valley City Council
West County Connectors Outreach Activities
By The Numbers
32 email blasts to 7,500 stakeholders 900 facebook likes
50,500 web hits
50 public emails addressed
Construction crews pave at Valley View Street loop on‑ramp.
LOOKING AHEAD
As crews prepare for the completion of the new southbound I-405 connector to the eastbound SR-22 this summer 2013, a bridge demolition of the existing connector is required and includes portions of the I-405 freeway to be closed for approximately 20 hours. The WCC outreach team is beginning to share this closure and detour information with the public and corridor cities.
Q3 Performance Report January 2013 - March 2013
25
Capital Projects
I-405 Improvement Project OVERVIEW
The I-405 is one of the most congested freeways in Southern California, carrying more than 300,000 vehicle trips in some areas each day. Traffic volumes are expected to increase approximately 35 percent by 2040. Caltrans and OCTA are proposing to widen the freeway to improve travel conditions for commuters. The proposed project, currently in the draft environmental planning phase, will enhance access on the I-405. The OCTA Board of Directors selected Alternative 1 as the Locally Preferred Alternative on October 22, 2012. Alternative No. 1 includes adding one general purpose lane in each direction. These improvements will add mainline capacity to the I-405 freeway between the I-605 and SR-73 freeways and improve 18 local interchanges and bridges. HIGHLIGHTS / KEY ISSUES
•• OCTA, Caltrans and the project technical consultant met with the City of Long Beach, LA Metro, Gateway Council of Governments and other stakeholders to finalize the traffic analysis in the Supplemental DEIR/ EIS.
•• Staff continued compiling community outreach materials, such as meeting notes, database entries, and constituent correspondence for the project documentation report scheduled for completion in early 2013
•• Government Affairs secured Assembly Member Daly to sponsor design-build legislation for the I-405 Improvement Project.
•• Presentations to civic and community presentations and other interested stakeholders continued
•• The California Department of Transportation, Caltrans, District 12 presented the findings of the 2012 HOV Degradation Study to the OCTA Board of Directors.
26
Q3 Performance Report January 2013 - March 2013
Capital Projects
I-405 Improvement Project LOOKING AHEAD
PUBLIC OUTREACH MEETINGS (Q3)
Organization Staff will present a path forward to advance the delivery of the Measure M2 project, Project K, but also provide opportunities City of Fountain Valley City Council for the Board to weigh in on the alternatives and explore new project concepts. The environmental phase outreach contract with Consensus will conclude in mid 2013 and a new outreach contract for pre-construction and construction outreach will commence.
Supports OCTA Strategic Plan mobility and public service goals.
Q3 Performance Report January 2013 - March 2013
27
Capital Projects
O.C. Bridges OVERVIEW
Trade Corridor Improvement Fund Bridge Projects YORBA LINDA BLVD.
WY
BNSF RI TU
-WAY
Lakeview Ave
AWARD: June 2013 COMPLETE: Sept 2015
AVE
E
AV LMA
LA PA
91
ST
LL S
SSE
GLA
EAST
55
HL
NO
RA
D
HR
NC
T
SUNKIST ST
STATE COLLEGE BLVD
Anaheim
AWARD: July 2012 COMPLETE: March 2015
IN
AVE
GHT-OF
Orangethorpe Ave
ST
BLVD
A LOM
MIRA
Lead Agency: City of Fullerton
E
E AV
HORP
NGET
ORA
AWARD: July 2011 COMPLETE: June 2014
91
AVE
EMER
AWARD: July 2013 COMPLETE: March 2016
THORPE
KRA
Placentia Ave
E
LAKEVIEW AVE
RAYMOND AVE
ORANGE
E
ER AV
WTH CRO
Raymond Ave
LN AV
AWARD: July 2012 COMPLETE: December 2014
E.
BNSF RIGHT-OF-WAY
LINCO
Tustin Ave/Rose Dr
Placentia
ROSE DR
AVE
AWARD: Sept 2011 COMPLETE: June 2014
CHAP MAN AV
Fullerton
LA PALMA AVE
Yorba Linda
Kraemer Blvd
LH ERIA IMP
57
ENTIA
AWARD: July 2013 COMPLETE: March 2016
California State University Fullerton
PLAC
Fullerton College
STATE COLLEGE BLVD
State College Blvd
LEMON ST
The O.C. Bridges program is building undercrossings and overcrossings to separate car traffic from rail traffic. Currently, the outreach program is focused on five projects OCTA is constructing along the Burlington Northern Santa Fe Railway (BNSF) rail corridor through the cities of Anaheim, Fullerton, and Placentia. When complete, these projects will relieve congestion and improve safety.
Lead Agency: Orange County Transportation Authority
HIGHLIGHTS / KEY ISSUES
•• Bi-weekly construction notifications delivered to 575 stakeholders •• Outreach team participated in City of Placentia’s Easter Eggcitement event and 67 people stopped by and signed up for program updates. •• O.C. Bridges project updates were included in the State of the City addresses for the cities of Anaheim and Placentia. •• A presentation was made to the Kiwanis Club of Greater Anaheim. •• Project tour was provided to the program’s steering committee members.
Supports OCTA Strategic Plan mobility and public service goals.
28
Members of the O.C. Bridges Steering Committee, consisting of city public works staff, tour the O.C. Bridges construction at Placentia Avenue.
Q3 Performance Report January 2013 - March 2013
Capital Projects
O.C. Bridges CONSTRUCTION SCHEDULE
O.C. Bridges Outreach Activities
By The Numbers
9 one-on-one
3,400 notifications
29,700 web hits
30,000 district newsletters
meetings
Construction continues on the Placentia Avenue undercrossing. Teams above construct the third retaining wall needed for further excavation.
distributed
featuring project updates
LOOKING AHEAD
Construction will begin on Tustin Avenue/Rose Drive and Orangethorpe Avenue overcrossing projects. An event to celebrate is planned for Summer 2013. Open houses for community members are scheduled for May 9 and 15.
Q3 Performance Report January 2013 - March 2013
29
Capital Projects
SR-57
SR-57 Northbound Widening Project Lambert Rd.
OVERVIEW
Lambert Rd.
Imperial Hwy. Imperial Hwy. KraemerKraemer Blvd. Blvd.
Brea
N W
N
E
W
S
E
57 57
Segment 1 Orangethorpe Avenue to Lambert Road Adds a northbound lane from north of the SR-91 near Orangethorpe Avenue in Placentia to Lambert Road in Brea.
Yorba Linda B lvd.
S
Yorba Linda B lvd.
CSUF Fullerton Fullerton
Nutwood
Ave.
Nutwood
Ave.
Placentia Placentia
Chap
Maintains and adds merging lanes at various locations and implements reconfiguration of certain on-ramps and off-ramps. Standardizes existing general purpose lane and shoulder widths.
man Av e.
Chap Placen Placen tia Av tia Ave. e.
man Av e.
orpe
geth
Oran
o St. h get Jonlla
OLara
La Jo
91
rpe
Ave. Ave.
. lla St
91
Lincol
n Ave.
State Blvd. College Blvd. State College
Lincol Anaheim Anaheim
n Ave.
Segment 2 Katella Avenue to Lincoln Avenue Adds a northbound lane from the Katella Avenue off-ramp to the Lincoln Avenue on-ramp in Anaheim.
Ball Rd.
Maintains and adds merging lanes at various locations, widens the high occupancy vehicle (HOV) lane and inside shoulder to meet Caltrans design standards. Standardizes existing general purpose lane and shoulder widths.
Taft Ave. Ball Rd. Taft Ave. HONDA
Center
Katella Ave. 57
Orange
Orangewood Ave.
57
Orangewood Ave.
Garden Grove Blvd.
Garden Grove Blvd.
5
Main St. Main St.
Chapman Ave.
5
Glassell St. Glassell St.
Orange
Katella Ave.
Dr. y Dr. ty Cit The Ci The
During Q3, the SR-57 outreach team continued with its communication efforts for residents, businesses and project stakeholders. The team conducted an extensive outreach program in Brea regarding a three week Imperial Highway on-ramp closure and in an effort to raise project awareness, the team participated in many community events. The team also met with key stakeholders in Anaheim, such as the Honda Center, to help address concerns and minimize impacts while widening the bridges at Katella Avenue and Douglass Road.
BREA MALL
Brea
Bristol St. Bristol St.
The State Route 57 (SR-57) Northbound Widening Project will boost capacity and relieve congestion for commuters and commercial motorists by adding a new, eight-mile northbound lane from approximately Katella Avenue to Lambert Road. Key benefits will include newly improved ramps, widened overcrossings, and standardized and restriped lanes.
Chapman Ave. La Veta Ave.
22
La Veta Ave.
22
HIGHLIGHTS / KEY ISSUES
•• Participated in two community events with more than 55 face‑to‑face interactions. •• Utilized multimedia tools such as infographics, interactive detour maps and social media to provide real-time construction and project updates to 320,443 community members. •• Posted, emailed and publicized 13 construction alerts, resulting in 6,441 views by commuter and commercial motorists.
30
•• Reached 6,338 individuals through targeted neighborhood and business outreach in Brea, La Habra, Placentia, Fullerton and Anaheim. Provided project materials, construction activity fliers and face-to-face updates. •• Refined social media outreach through creative postings and distribution of infographics to keep 642 followers engaged.
Outreach efforts to residents, stakeholders and area large businesses help lessen the impact of project construction. Supports OCTA Strategic Plan mobility and public service goals.
Q3 Performance Report January 2013 - March 2013
Capital Projects
SR-57: A Classic New Edition CONSTRUCTION SCHEDULE
PUBLIC OUTREACH MEETINGS (Q3) Organization Black History Parade & Cultural Faire in Anaheim La Habra City Council Presentation Anaheim Farmer’s Market
SR-57 Outreach Activities
By The Numbers
13 email blasts to 2,000
10,300 web hits
70 face-to-face community updates
6,400 views of project detours
LOOKING AHEAD
With construction activity continuing through 2013, the SR-57 outreach team will remain proactive with its communications to neighborhoods, businesses and stakeholders throughout the project area. The team will continue to focus on providing construction alerts to assist commuter and commercial motorists plan their drives. Additionally, the outreach team will communicate with local residential communities and the construction team to provide updates on localized construction impacts.
Q3 Performance Report January 2013 - March 2013
31
Capital Projects
SR-91 OVERVIEW
Caltrans, OCTA and local partners commemorated the completion of major operations on the State Route 91 (SR-91) Westbound and Eastbound Lane Addition Project on February 21, 2013. In addition to delivering a new, six mile lane in each direction, the project also added a second eastbound exit lane at the Lakeview Avenue, Imperial Highway and Yorba Linda Boulevard/Weir Canyon Road offramps, thereby making it easier for motorists to exit and access residential, commercial and regional destinations located in Anaheim Hills and Yorba Linda. Beyond boosting capacity, this $75 million freeway improvement project delivers several operational improvements, including fifteen reconstructed and realigned on and off-ramps, standardized twelvefoot lanes and ten-foot shoulders, as well as new signage, safety barriers and striping within the project limits. Known as Project J in Measure M, the project also features “quality of life” benefits in the form of a newly constructed 1 ½ mile soundwall, bioswale as well as the forthcoming implementation of landscaping plan.
HIGHLIGHTS / KEY ISSUES
•• Organized project completion event. •• Delivered multimedia presentations to the Yorba Linda City Council, Brea City Council and East Anaheim Neighborhood Council. •• Developed written and visual content for the Anaheim State of the City Address. •• Wrote feature article for posting on OCTA website and tweeted commuter alerts and project announcements.
32
Q3 Performance Report January 2013 - March 2013
Capital Projects
SR-91: A Better 91 CONSTRUCTION SCHEDULE FOR SR-91 BETWEEN SR-55 AND SR-241
PUBLIC OUTREACH MEETINGS (Q3)
SR-91 Outreach Activities
By The Numbers
Organization City of Anaheim City Council City of Yorba Linda City Council
5,300 State of City Address web hits project featured in Anaheim’s
3 presentations to 150 people
3 project tweets to 950 Twitter followers
City of Brea City Council East Anaheim Neighborhood Council
Supports OCTA Strategic Plan mobility and public service goals.
LOOKING AHEAD
The SR-91 Westbound and Eastbound Lane Addition Project is the second in a series of three freeway improvement projects to be completed. With the project finished, OCTA and Caltrans have added eighteen lane miles of capacity to SR-91 in Orange County since December 2010. This additional capacity was made possible when OCTA acquired the 91 Express Lanes thereby eliminating the non‑compete provision included in a prior franchise agreement. The non‑compete clause restricted the ability to add freeway capacity. Looking ahead to Q4, OCTA and Caltrans District 12 expect to kick-off construction on the SR-91 Westbound Lane Widening Project in late April/early May. OCTA and Caltrans staff will be organizing a kick-off event with local partners and project contractors. Construction activities likely to begin in Q4 include staging, re-striping, saw cutting and installation of k-rail. On the outreach front, staff will host neighborhood information tables on the weekends as well as target key neighborhoods with an informational flier. The SR-91 Westbound Lane Widening Project, is an approximately $75 million freeway improvement project that will add a four-mile westbound lane along a key stretch of SR-91
Q3 Performance Report January 2013 - March 2013
33
Capital Projects
I-5 Central County Improvement Project OVERVIEW
In the first three months of the 2013, the I-5 Central County Improvement Project team focused mainly on reaching out to community groups in the cities of Orange, Tustin and Anaheim to schedule informational presentations. Presentations were made to two civic groups, and one-on-one ascertainments were conducted with the Anaheim Angels and Honda Center. In preparation for the fall 2013 public hearing, the team continued to scout different places in Santa Ana to find a suitable location to host the meeting. Potential venues include schools in the city of Orange, as well as the board room at the Rancho Santiago Community College. HIGHLIGHTS / KEY ISSUES
•• The project team continued to work with Caltrans and the City of Santa Ana on alternatives for adding the second HOV lane on the I-5 from the SR-55 to SR-57. With the additional work in evaluating alternatives for the project, the public hearing is now tentatively scheduled for fall 2013. •• The team continued its efforts in reaching out to the local community by presenting to service groups and meeting with entertainment venues and schools. The project’s next Stakeholder Working Group will be held later this fall in conjunction with the public hearing.
PROPOSED SCHEDULE
34
Q3 Performance Report January 2013 - March 2013
Capital Projects
I-5 Central County Improvement Project LOOKING AHEAD
PUBLIC OUTREACH MEETINGS (Q3)
In the coming months, the I-5 Central County outreach team will:
Organization
Attend several meetings and presentations with project stakeholders and community groups such as local chambers of commerce, homeowners associations as well other community groups such as Kiwanis, Elks, Lions and Rotary clubs.
Honda Center
Anaheim Angels
Tustin/Santa Ana Rotary Tustin Host Lions Club St. Jeanne De Lestonnac Catholic School
The team will continue to establish a regular dialogue within the community, while planning and publicizing the upcoming public hearing. Staff will also continue to attend project team meetings with Caltrans and City of Santa Ana. There will be ongoing support to provide information to key stakeholders near the Main Street HOV on- and off-ramps
Supports OCTA Strategic Plan mobility and public service goals.
Q3 Performance Report January 2013 - March 2013
35
Capital Projects
I-5 South: Avenida Pico to San Juan Creek Road OVERVIEW
I-5 SOUTH: PICO TO SAN JUAN CREEK
This 5.7-mile project extends from Avenida Pico in San Clemente to San Juan Creek Road in San Juan Capistrano. The three-year, $275 million project will add a carpool lane in both directions on the I-5 between Avenida Pico and San Juan Creek Road. The project will also widen the northbound Avenida Pico on-ramp to three lanes and add additional on-ramp lanes to Avenida Pico. During Q3 the OCTA outreach team made 25 presentations to local community and business groups, and will continue to present to these and various other groups throughout the duration of the project. Our total outreach for the project has been nearly 3,000 face-to-face interactions through presentations, special events and festivals. We look forward to see this number increase over the next few months as we approach construction later this year. HIGHLIGHTS / KEY ISSUES
•• Hosted quarterly Stakeholder Working Group meetings in San Juan Capistrano and San Clemente. These groups have seen an average of 40 people in attendance and will continue to be an integral part of community outreach efforts throughout the duration of the project. •• Continued distribution of the I-5 project posters to the business community along the Avenida Pico corridor. The project team has visited 400 businesses door-to-door throughout the project area. San Clemente hosted the first I-5 South: Avenida Pico to San Juan Creek Road Stakeholder Working Group in January.
36
Q3 Performance Report January 2013 - March 2013
Capital Projects
I-5 South: Avenida Pico to San Juan Creek Road LOOKING AHEAD
Continue to attend and distribute project information at community events such as the San Juan Capistrano Farmers Market, San Clemente Craft Fair, and summer concert series in San Juan Capistrano. Begin planning initial groundbreaking ceremony set for early 2014 in San Juan Capistrano.
San Juan Capistrano community members helped design this retaining wall design at Stonehill and Camino Capistrano, shown as a conceptual drawing. Unanimously approved by the city council, the community designed pattern reflects local landmarks.
Supports OCTA Strategic Plan mobility and public service goals.
Q3 Performance Report January 2013 - March 2013
37
Capital Projects
I-5 South: SR-73 to El Toro Road OVERVIEW
I-5 SOUTH: SR-73 TO EL TORO ROAD
Currently, 342,000 motorists travel the I-5 between El Toro Road and State Route 73 (SR-73) daily. The four‑year, $560 million project will add one general purpose lane in each direction from SR-73 to El Toro Road. Additionally, the project will add a second carpool lane from El Toro Road to Alicia Parkway in both directions and make interchange improvements at Avery Parkway and La Paz Road. During Q3, the outreach team conducted ascertainments with key stakeholders as well as presented project information to interested groups and organizations throughout the project corridor. HIGHLIGHTS / KEY ISSUES
•• Hosted two community meetings in Mission Viejo and Laguna Hills on February 27 and February 28 with approximately 40 people at each event. The project team was on hand to answer questions and capture the contact information to add to the project database. •• Presentations were made to the cities of Lake Forest, Laguna Hills, Laguna Woods, Laguna Niguel, Mission Viejo, and Aliso Viejo. Overall, the information was well received and the project team continues to work closely with the cities throughout the environmental process. •• As a result of the city council presentations, the team developed a key issue spreadsheet to track potential ideas or concerns and respond to each city as needed.
Supports OCTA Strategic Plan mobility and public service goals.
38
PUBLIC OUTREACH MEETINGS (Q3) Organization City of Laguna Niguel City of Laguna Woods City of Aliso Viejo City of Mission Viejo City of Laguna Hills
LOOKING AHEAD
The project’s public hearing is slated for late July 2013. The team will conduct the same extensive outreach as for the February community meetings such as e-blasts, direct mail to nearly 6,000 residents and businesses along the corridor, presentations to city councils, posting announcements on local cable and city/chamber websites, newspaper advertisements, and more. Presentations have been scheduled for local groups / organizations and HOA’s within the project area.
Q3 Performance Report January 2013 - March 2013
General Communications
Media Relations OVERVIEW
Proactive media relations allows OCTA to share information with the public using broadcast, online, and print media. Media relations allows OCTA to quickly and accurately respond to inquiries or public concerns before issues escalate. Earned media is considered highly credible and results in increased public awareness. This enhances OCTA transparency and is a cost-effective way to inform the public. This quarter, media relations focused on pile driving activities associated with the West County Connectors project, the bus fare increase and quiet zone establishments in the cities of San Juan Capistrano and Dana Point. In addition, numerous stories ran regarding Metrolink service to the Festival of Whales event, the I-5 widening project open houses that took place in February and the $12.7 million that was awarded to local agencies through Measure M2 for water quality improvements. HIGHLIGHTS / KEY ISSUES
A total of 72 media stories were generated in this quarter from 17 press releases.
A total of 19 news stories covered the approval of quiet zones in the cities of Dana Point and San Juan Capistrano. Coverage includes stories, photos and video.
MEDIA COVERAGE FROM PRESS RELEASES (BY TOPIC) 12 10 8 6 4 2 0
Q3 Performance Report January 2013 - March 2013
39
General Communications
Media Relations MEDIA COVERAGE
Media coverage generated from press releases increased by 26 percent in the quarter (from 57 articles to 72 articles), despite the number of press releases decreasing slightly.
300 250 200 150 100 50 0 Jul
Aug Sep Oct Nov Dec Jan
Q1 FY 2011-12
Q2 FY 2011-12
Feb Mar Apr May Jun
Q3 FY 2011-12
Total Media Coverage Media Relations - News Releases
Q4 FY 2011-12
Jul
Aug Sep Oct Nov Dec Jan
Q1 FY 2012-13
Q2 FY 2012-13
Feb Mar
Q3 FY 2012-13
Media Relations - News Stories from Releases
The total number of articles regarding OCTA’s projects and programs decreased by 20 percent in this quarter compared to the same period the previous year (from 466 articles to 371 articles).
KEY MEDIA ACTIVITIES IN Q3
I-5 SOUTH IMPROVEMENT PROJECT MEDIA COVERAGE
WEST COUNTY CONNECTORS CONSTRUCTION ACTIVITY
•• Media coverage of the I-5 South Improvement project included 96 media stories in this quarter (including 10 stories generated by one press release).
•• Construction activity on the West County Connectors was included in 67 media stories this quarter (including seven stories generated by one press release).
LOOKING AHEAD
Key stories in the following quarter will include: •• Construction beginning on a new SR-91 westbound lane from the SR-57 to the I-5 •• I-405 freeway weekend closure as part of the West County Connectors project •• Construction beginning on two OC Bridges projects, Orangethorpe Avenue and Tustin/Rose Avenue
40
Supports OCTA Strategic Plan public service goals.
Q3 Performance Report January 2013 - March 2013
General Communications
Digital Communications OVERVIEW
OCTA.NET PAGE VIEWS
During this quarter, OCTA implemented social media engagement strategies that contributed to new Facebook fans, email subscribers and online video views. The use of digital communications contributed to the success of marketing and communications programs.
2.5 M
HIGHLIGHTS / KEY ISSUES – WEB
RESULTS
•• 13 percent increase in mobile traffic from smartphones and tablets to
1.5 M
1.0 M
Staff focused on enhancing OCTA.net based on usage patterns and customer feedback, following a major redesign of the website in October 2012. As part of this effort, the top navigation was streamlined and new tools were implemented, such as the Vanpool seat finder. Also, website load times were optimized to increase customer satisfaction. •• More than 4.2 million page views to OCTA.net in Q3. Optimization of website navigation and reorganization of content means that it takes fewer clicks to get to the most requested information, but reduces overall page views.
2.0 M
OCTA.net in Q3 compared to the prior year. •• Metrolink section has increased page views as a result of major promotions including the Lunar New Year, Festival of Whales, Swallow’s Day and Ducks Express events. Promotional pages accounted for 20 percent of hits to the Metrolink section.
500 K
0 Q1
Q2
FY 2012-13
Q3
FY 2011-12
MOBILE TRAFFIC TO OCTA.NET (PERCENT OF TOTAL TRAFFIC) 40% 35% 30% 25% 20% 15% 10% 5% 0% Q1
Q2
FY 2012-13
Q3
FY 2011-12
HIGHLIGHTS / KEY ISSUES – EMAIL
EMAILS DELIVERED
To support marketing and communications programs, staff distributed e-blasts and grew the subscriber databases.
140 K
RESULTS
•• 139 unique email blasts provided information on capital projects, marketing promotions, and other OCTA programs and service. •• More than 50,000 email subscribers signed up for bus, capital projects, Metrolink, rideshare, and other updates.
Q3 Performance Report January 2013 - March 2013
•• 289,594 emails delivered in Q3 – a 0.8 percent increase from same quarter the previous year. •• Emails delivered have a 25 percent average open rate. •• Added 300 new subscribers in Q3 from event email promotions and social media integration.
Q4
Q4
120 K 100 K 80 K 60 K 40 K 20 K 0 Q1
Q2
FY 2012-13
Q3
FY 2011-12
Q4
41
General Communications
HIGHLIGHTS / KEY ISSUES – YOUTUBE
In an effort to enrich marketing and communications campaigns, OCTA increased the usage of videos. Staff also developed a lifestyle video series, launching in Q4, which positions alternative modes of transportation as easy and convenient.
YOUTUBE VIDEO VIEWS 7K 6K 5K 4K
RESULTS
•• OCTA created videos produced a total of 11,905 views in Q3, a decrease of 5 percent from the same period the prior year. •• An additional 3,023 video views in March (not shown on chart) were the result of the Ducks Express video being promoted on Facebook. Total cost for this
promotion was $487.50, or $0.16 per view. •• Strong public interest in video content – photo and video posts on Facebook received 65 percent more likes and comments on average than traditional posts.
3K 2K 1K 0 Q1
Q2
FY 2012-13
Q3
FY 2011-12
HIGHLIGHTS / KEY ISSUES – FACEBOOK
TOTAL FACEBOOK FANS
Facebook provided unique marketing and customer engagement opportunities at little to no cost. Staff implemented new engagement tools to grow OCTA’s presence on social media, increasing fans by 75 percent in Q3 compared to the same quarter the previous year and extending the reach of OCTA messages.
12 K
Q4
10 K
8K
6K
RESULTS
•• 9,863 total fans – a 75 percent increase from same quarter previous year. •• 300 Facebook posts generated 200,000 impressions at no cost to OCTA. Social media updates provided news and information about marketing, communications and customer engagement programs.
42
•• Nearly 800 new fans in Q3 due to new engagement opportunities, such as the Lunar New Year interactive quiz. •• Responded to 125 customer comments and questions – a 20 percent increase compared to last quarter.
4K
2K
0 Q1
Q2
FY 2012-13
Q3
FY 2011-12
Q4
75 percent increase in Facebook fans Q3 Performance Report January 2013 - March 2013
General Communications
Digital Communications CONCLUSIONS
In the past quarter, digital communications activities grew by using new tactics for engaging and increasing customer interaction. This was particularly evident with the increase of Facebook fans, YouTube video views and email subscribers. Staff strategies and recommendations for digital communications include: •• Launch an online hub to incorporate marketing content from various channels, including e-blasts, promotional newsletters, the CEO Weekly Update, blog posts and social media content. Achieve increased audience reach and engagement. •• Create a new tool that enables users to communicate to customer service via text message, allowing customers to quickly get information, while reducing voice calls to the Customer Information Center. •• Produce in-house videos to capitalize on increased video views from embedded content on OCTA.net. Launch lifestyle, online-video series to encourage ridership and usage of OCTA services. •• Develop an interactive web portal that showcases all of OCTA’s digital properties to encourage email signups, social media engagement and video views, making it easy to follow OCTA’s various programs. •• Create exclusive and highly sharable content for social media pages that will engage our community and promote various programs. Such content will include behind-the-scenes photos, vintage photos, 30-second videos, trivia games and more. •• Utilize new Facebook tools to engage current fans, grow fan base and increase email signups. These tactics may include refer-a-friend raffles, trivia games, and caption or photo contests.
Q3 Performance Report January 2013 - March 2013
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General Communications
Small Business Outreach OVERVIEW
OCTA’s Small Business Outreach program is recommended by the Federal Highway Administration and Federal Transit Administration. As a recipient of funds from local, state and federal agencies, OCTA is assisting minority and small business communities. Involvement with varied communities provides increased awareness of and support for OCTA programs and projects. Visibility also enables OCTA in implementing future activities and projects by informing the business and civic community about OCTA projects, services, and programs. Staff focused on developing a diversity outreach plan based on a survey of Orange County’s diverse Conference communtities this quarter.
2013 EXPO
HIGHLIGHTS / KEY ISSUES
•• Continued discussions with diverse community leaders about exchanging information and developing mutually beneficial community relationships. •• Developed OCTA Annual Business Expo materials, including program, sponsorship packets, save the date and program web page. •• Conducted a vendor orientation training session with more than 20 participating vendors.
ANNUAL BUSINESS
SAVE the
DATE
Date:
Thursday, Oct. 10, 2013
Expo with keynote:
1 - 5:30 p.m.
After-Expo Reception: 5:30 - 7 p.m.
Location:
DoubleTree Hotel 100 The City Drive Orange, CA 92828
Participate in the expo to find information on business opportunities with OCTA, Caltrans and other agencies. To register and for more program details, visit www.octa.net/bizcon or contact Bekele Demissie of OCTA directly at (714) 560-5657 or at bdemissie@octa.net.
LOOKING AHEAD
•• Continue to develop diverse communities programs •• Continue to conduct vendor orientation presentations •• Attend and participate in the Jet Propulsion Laboratory Annual Business Expo •• Attend Minority Business Organization Development annual conference •• Conduct a project site tour with selected community leaders Supports OCTA Strategic Plan public service goals.
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Q3 Performance Report January 2013 - March 2013
Strategic Communications
Public Committees OVERVIEW
OCTA’s five standing committees provide the opportunity to engage diverse constituencies in transportation planning and give the public a voice in identifying ideas and issues. During Q3, the committees and their subcommittees had a total of 12 meetings. HIGHLIGHTS / KEY ISSUES
Measure M Taxpayers Oversight Committee (TOC) The Measure M Taxpayers Oversight Committee met on February 12 at which time they held the Measure M Annual Public Hearing. Following the hearing, the committee unanimously voted that OCTA has been proceeding in accordance with the Measure M ordinances for the 22nd year in a row. The committee members also were provided updates on the rail program, the sales tax forecast, and M2020. OCTA Citizens Advisory Committee (CAC) At their quarterly meeting on January 15, the Citizens Advisory Committee (CAC) members were welcomed by incoming OCTA Chief Executive Officer (CEO) Darrell Johnson. Director Al Murray also attended, announced his resignation due to his recent election to the OCTA Board of
Q3 Performance Report January 2013 - March 2013
Directors (Board) and thanked the committee members for their participation. The committee also received an overview of the Transit System Study, February Bus Service Change and I-5 South Update. The Bicycle/Pedestrian Subcommittee met January 15 and March 19. The development of pedestrian priorities were the focus of the discussion. The committee was also briefed on Districts 1 & 2 Bikeways Collaborative, Bike Month activities, and a study of nonmotorized access to Metrolink. Special Needs Advisory Committee (SNAC) At their quarterly meeting on February 26, the Special Needs Advisory Committee (SNAC) presented two ACCESS drivers with “Exceptional Service Awards” for providing outstanding customer service.
As this was the first meeting of the calendar year, the election of the Chair and Vice Chair took place. Both incumbents were unanimously selected to serve another term. Newly elected OCTA Board Chairman Winterbottom attended the SNAC meeting to present his initiatives for 2013. He was also in attendance to listen to a staff presentation regarding the status of the ACCESS procurement. The SNAC members provided a significant amount of feedback on the ACCESS procurement. The SNAC also voted to form an ad hoc subcommittee to advise OCTA going forward, should a new ACCESS provider is selected by the OCTA Board of Directors. The SNAC also received an update on the status of the Transit System Study. Supports OCTA Strategic Plan public service and stewardship goals.
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Strategic Communications
Public Committees Measure M2 Environmental Cleanup Allocation Committee (ECAC) The ECAC supported the OCTA Board allocation in February of $12.7 million to fund eight Tier 2 projects that will improve water quality in Orange County from pollution caused by transportation. The Tier 2 program funds regional capital projects that includes constructed wetlands, detention basins and bioswales, which decrease pollutants such as litter and debris, heavy metals, organic chemicals, and sediment.
M2 Environmental Oversight Committee (EOC) In February, the EOC was presented a brief update on two acquired properties and on maintenance contracts for the four properties located in the Foothill-Trabuco area. In addition, there was a discussion of an encroachment issue on the Hayashi property and the potential resolutions. The EOC also met in closed session to discuss current property acquisition negotiations.
PUBLIC COMMITTEES IN Q3 Public Committees
Meeting Dates
Citizens Advisory Committee (CAC)
• Jan. 15
Citizens Advisory Committee Bicycle / Pedestrian Subcommittee
• Jan. 15
Measure M Taxpayers Oversight Committee (TOC)
• Feb. 12
Measure M Taxpayers Oversight Committee Annual Eligibility Review Subcommittee
• Jan. 24
Measure M Taxpayers Oversight Committee Audit Subcommittee
• Jan. 30
Measure M Environmental Oversight Committee (EOC)
• Feb. 6
Measure M Environmental Clean-Up Allocation Committee (ECAC)
• Jan. 10
• March 19
• Feb. 12
• Feb. 14 • March 14
Special Needs Advisory Committee (SNAC)
• Feb. 26
In March, the third Tier 1 Call for Projects was released and three informational workshops were conducted to educate potential applicants about the program and the application process. OCTA staff also met with the five remaining Orange County cities who have not received funding to encourage their participation.
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Q3 Performance Report January 2013 - March 2013
Strategic Communications
Special Projects and Speakers Bureau OVERVIEW
The Strategic Communications section creates public awareness and positive perception of the agency through the Speakers Bureau program and partners with other transportation agencies and key stakeholders through special events and projects that align with OCTA’s efforts. The Speakers Bureau program provides free presentations to local groups in the county including civic, business and professional organizations. The goal of the program is to educate Orange County residents on transportation initiatives and project planning. HIGHLIGHTS / KEY ISSUES
Speakers Bureau A total of 10 presentations were given to organizations throughout California during the quarter. Topics included the implementation of the M2020 SPEAKERS BUREAU PUBLIC PRESENTATIONS (Q3) Organization American Council of Engineering Companies – Orange County American Public Transportation Association Transit Chief Executive Officers Association of California Cities – Orange County CFEE Infrastructure Conference Kiwanis groups Society of Marketing Professionals – Orange County Soka University of America Delegation Southern California Leadership Network The Associated General Contractors of America – Construction Leadership Council
Q3 Performance Report January 2013 - March 2013
Plan, educating newly elected officials, transportation funding, and updates on current projects. Regional Bikeways Planning OCTA is partnering with local jurisdictions to conduct regional bikeways planning in Orange County. Under the leadership of OCTA Board Vice Chairman Shawn Nelson, OCTA participated in the Fourth District Bikeways Collaborative, which identified 10 regional bikeway priority projects for the district. Several projects from the collaborative received funding from OCTA’s Bicycle Corridor Improvement Project and are undergoing various phases of implementation. The 1st and 2nd District Bikeways Collaborative builds upon this success to develop a bikeways strategy and a set of feasibility studies for the
area. The strategy identifies regional bikeway corridors that connect to major activity centers including employment areas, transit stations colleges and universities. The regional bikeway corridors are developed based on consensus-building, regional connectivity and stakeholder outreach.
OCTA CEO, Darrell Johnson, educated new elected officials in Orange County about how OCTA is expediting mobility through M2020 at the ACC-OC event.
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Strategic Communications
Special Projects and Speakers Bureau A project development team was created with representatives from OC Parks, Caltrans, and the cities of Cypress, Fountain Valley, Huntington Beach, La Habra, La Palma, Newport Beach, Seal Beach, Santa Ana, Stanton, and Westminster. The project development team has held numerous meetings to create the bikeways strategy, even experiencing a variety of bikeways to develop an understanding of the infrastructure. A bikeways workshop was held, which included Orange County Supervisors and OCTA Board members, in addition to numerous city council members. Selected projects will be studied in greater detail and prepared for possible competitive funding.
Public feedback at the bikeways planning workshops helps prioritize high priority bikeways projects for future funding.
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Bike Share Program OCTA is in the process of creating a Bike Share Pilot Program in the City of Fullerton. The program will offer a first and last mile solution for Metrolink trips, which is identified as a priority project in OCTA’s Strategic Plan. The bike share program, called BikeLink, will also provide an alternative to cars for short trips enabling students at Cal State Fullerton and Fullerton College to hop on a bike for a quick errand or for Fullerton residents to grab a bite to eat in Downtown Fullerton or in the SOCO area.
Bike design and branding were also finalized this quarter. BikeLink will be launched in late summer 2013 and will ultimately have 15 stations with 150 bikes. Grant funding for the program was secured through the FTA’s Federal Bus Livability program and the Mobile Source Reduction Committee’s bike share grant.
During Q3, the contract with the bike share vendor was signed and planning for the pilot project began. Working with the city of Fullerton, key sites were identified for analysis, discussions took place with Cal State Fullerton and Fullerton College and agreements were Once installed, BikeLink kiosks will allow the public to quickly check drafted and circulated out bikes for quick trips in the Fullerton area. The modular design of the stations allows additional bikes to be added if needed. for review.
Q3 Performance Report January 2013 - March 2013