TO: AC Transit Board of Directors
FROM: Michael A. Hursh, General Manager/Chief Executive Officer
SUBJECT: Fare-Free Friday Update
BRIEFING ITEM
AGENDA PLANNING REQUEST: ?
RECOMMENDED ACTION(S):
Title
Consider receiving update on the September 2021 Fare-Free Friday Promotion [Requested by Director Shaw - 2/9/2022].
Staff Contact:
Beverly Greene, Executive Director of External Affairs, Marketing & Communications
Body
STRATEGIC IMPORTANCE:
Goal - Strong Public and Policymaker Support
Initiative - Financial Efficiency and Revenue Maximization
?District visibility generated from wide-spread promotion of free fare campaigns and associated rider goodwill provides renewed interest in AC Transit which translates into increased public support, ridership, and revenue.
BUDGETARY/FISCAL IMPACT:
There is no fiscal impact associated with this report briefing.
BACKGROUND/RATIONALE:
At the start of the COVID-19 pandemic, AC Transit ridership dropped dramatically as riders sheltered in place, attended school and work remotely, and social activities were curtailed. After 15 months of remote workplaces, education, and the suspension of most in-person activity, the Bay Area began to reopen schools, workplaces, and businesses. While transit ridership slowly increased around the region, concerns around COVID-19, hybrid work schedules, and restrictions on large gatherings served to hamper a robust return to previous ridership levels.
A cadre of transit public information, marketing, and communications staff, billed as the Blue Ribbon Communications Taskforce, started to hold regular meetings in 2021 to share information on ridership trends, planned marketing and promotional activities, and jointly develop a regional marketing campaign designed to shine a spotlight on the many safety and operational changes and improvements transit agencies had implemented while ridership was constrained. September 2021 was dubbed "Transit Month," and several area transit age...
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