TO: AC Transit Board of Directors
FROM: Michael A. Hursh, General Manager
SUBJECT: Public Hearing for FY21-FY29 EasyPass Pricing Adjustments
ACTION ITEM
RECOMMENDED ACTION(S):
Title
Hold Public Hearing to receive public comment regarding adjustments to the AC Transit EasyPass program pricing matrices for FY 2021-2029
Body
BUDGETARY/FISCAL IMPACT:
There would be a gross revenue increase for current and future EasyPass clients, if current clients remain in the program and there is continued growth from new clients. Revenue projections for current EasyPass clients show an estimated $500,000 annual increase compared to current EasyPass pricing matrices.
BACKGROUND/RATIONALE:
EasyPass staff began developing the infrastructure to update the current EasyPass pricing matrices in April 2019. After formulating new pricing considerations and factors, EasyPass staff met with interdepartmental stakeholders from the Planning & Development, Title VI, Revenue Management, Budget & Finance, Legal and Data Analysis teams to solicit feedback and input on revising program objectives, pricing methodologies and other potential pricing factors. The EasyPass program objectives were expanded and refined, and guideline principles upon which to build an updated EasyPass pricing methodology were crafted. This groundwork, including peer analysis and review of Clipper data, forms the recommended EasyPass pricing and program methodologies moving forward.
AC Transit EasyPass Revised Program Goals and Objectives:
The original program goals and objectives were first developed in 2007. The goals and objectives have been revised to the following:
1. Increase ridership
2. Encourage a modal shift from single-occupancy vehicles to public transit, with the optimal outcome of EasyPass participants becoming life-long public transportation users and advocates
3. Extend AC Transit's visibility by promotion of the EasyPass program and varying engagements with the AC Transit brand
4. Grow the n...
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