TO: AC Transit Board of Directors
FROM: Michael A. Hursh, General Manager
SUBJECT: AC Transit Fare Communications Update
BRIEFING ITEM
RECOMMENDED ACTION(S):
Title
Consider receiving a report on fare communications, including current and upcoming initiatives, mobile ticketing, Clipper Start, and Clipper fare products. [Requested by Director Shaw on 1/27/2021; and Director Walsh on 2/24/2021 and 3/24/2021]
Body
STRATEGIC IMPORTANCE:
Goal - Financial Stability and Resiliency
Initiative - Financial Efficiency and Revenue Maximization
Clearly communicating fare options and fare policy updates to customers is a critical component of ensuring that riders and fare-purchasing customers will pay their fares consistently, correctly, and receive the best value in their fare category.
BUDGETARY/FISCAL IMPACT:
There is no immediate budgetary impact associated with this briefing item.
BACKGROUND/RATIONALE:
AC Transit serves riders from all walks of life and provides an abundance of different fare products, discount programs, and payment methods to accommodate a variety of needs. With so many options, it can be challenging for customers to make the best decision about the fare type that best meets their needs. Clear communication and outreach can fill in these information gaps.
The goal of this report is to review AC Transit's strategy and implementation of fare communication to customers, including riders and other stakeholders (including the general public) starting in FY 2020-21 and through FY 2021-22.
AC Transit Fare Policy
The means for the District to introduce or amend fare options is through revisions the Board Policy 333 - Fare Policy Goals and Methodology. A multi-departmental group of staff meets internally on a regular basis to discuss fare policy and process issues. New products can also be suggested by management, Board members, or the public at any time - staff considers all viable options subject to management and Board direction. For exam...
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