When Your CEO is your Talent: Delivering the Service Change Message

By Karen Johnson, Video & Design Supervisor

“Joyce, please do that line over again and pause after the word ‘customers.’”

The talent, Joyce Eleanor, is our CEO. The video team - two of her employees from Customer Relation’s Marketing Division - create the concept, draft the script, produce, direct and edit the production, and then post it to the website. The topic is the upcoming February 2012 Service Change.

Joyce is a passionate and effective communicator. As the face of our agency, she speaks from her heart. Her message is authentic because she’s talking about the agency she leads, and the employees - her employees - who have lost their jobs. She has listened to the riders who are deeply impacted by the service cuts. Any other spokesperson would be unacceptable.

Producing a video to deliver information about service changes is just one way we use video on our website as a tool for our customers. We have also developed How to Ride videos in several languages for our customers, as well as another to become familiar with Swift bus rapid transit. Community Transit riders and civic leaders also contributed their own video storytelling testimonials in their own words.

Community Transit’s training division uses our videos during employee orientation to acquaint new staff with policies and agency culture. Plans for 2012 include instructional video shorts – brief, simple videos that demonstrate how to use our Trip Planner, how to use Swift, and a variety of other useful services. We recently created an online Video Gallery that contains all the videos we’ve produced.

Videos provide the opportunity for broad messaging in a timely manner to our many audiences.
And because we produce the videos entirely in-house, we are able to be responsive and accurate, at no cost to the agency other than staff resources.

“Cut! Great job, Joyce. But I need you to do that line one more time.”

ORCA Reaches Operational Milestone

The multi-party agreement that created the ORCA smart card project was signed in 2003. Community Transit was the first agency to sign on and has been a regional leader in transitioning riders to the ORCA card. Currently, more than 70 percent of all Community Transit bus riders use the ORCA card; the percentage is even higher on commuter service to UW and downtown Seattle.

Although the ORCA system went live more than two years ago, the project just received Full System Acceptance (FSA) last week. That milestone means that ORCA is no longer a “project” for the partner agencies, but is simply the basic fare system.

Nothing changes for the public or our employees with FSA, but it begins a new phase for ORCA. Vix, the company formerly known as ERG which manages the system, begins a contract to operate the system for the next 10 years. All new changes to the system will be charged (up until now changes that made the system work correctly were considered part of the project contract). Most importantly, additions to the system can be made, whether it be new agencies coming on board, new products offered or new functionality for the ORCA cards.

The Joint Board, which is made up of CEOs and general managers from the seven partner agencies, will take time in considering what changes to make to ORCA. The system still has some operational kinks, but the program is a big success. Of the nearly 500,000 people who ride transit daily in the Puget Sound Region, about 300,000 of them use ORCA cards to pay their fare. A big percentage of those are workers and students whose employer or school provides an ORCA card. The number of business institutions has gone up since ORCA replaced the PugetPass system.

Tell us what your experience with ORCA has been, good, bad or in between.

Buying Local Can Help Spark the Economy

About this time last year, Community Transit launched the Buy Local for Transit campaign. The point is to encourage our bus riders and the general public to shop within our Snohomish County service area to generate revenues for our agency through sales tax (9 cents of every $10 taxable purchase goes to Community Transit). In addition to preventing future service cuts, that business activity also helps local businesses, local cities and the local economy.

If you have read our draft six-year Transit Development Plan, you know that our forecasts project very modest economic growth over the next six years. With that, there are no plans to increase transit service. Unless the economy rebounds.

It would be hard to measure the success of this campaign since any increase in sales tax revenue can be attributed to many factors, but we know the premise is sound. Increased spending in our service district helps our bottom line.

Community Transit has put Buy Local for Transit decals on our all our buses, created a webpage for the program and we describe our efforts in boilerplate language at the end of all our press releases that we send to local media.

A few of our buses have a larger Buy Local for Transit wrap that prominently touts the program everywhere they travel.

We know this is a good message because it is positive, economically upbeat and is a call to action. The idea came from rider suggestions when we held our community meetings for the 2010 service cuts. Concerned riders asked what could they do to help our agency. As we considered what riders could do we came up with this solution: buy local, generate sales tax.

As the holiday season approaches and many of our riders and their families and friends are out shopping, the message is more important than ever. Buy local, support your community and support Community Transit.

Swift Celebrates Second Birthday

It was two years ago this week that Community Transit, in partnership with Everett Transit, launched Swift bus rapid transit. When it opened, Swift had 12 stops in each direction along a 17-mile stretch of Highway 99 between Everett and Shoreline. There are now 14 stops in each direction, as four stops were added in the City of Everett earlier this year.

In October 2011, Swift had an average of 4,500 passengers ride each weekday. That totaled more than 107,000 passengers for the month – the highest ridership month so far. To put that in perspective, that means in October one out of every 7.7 weekday passengers on Community Transit was riding Swift. On Saturdays, that percentage was even greater as one out of every 4.7 riders was on Swift!

Riders know that Swift is a unique experience, but operationally, Swift stands out among our routes. It is the most frequent service in our system, with a bus arriving every 10 minutes from 6 a.m. – 7 p.m. Swift also has the most service hours of any of our routes, as the service runs from 5 a.m. to midnight, with more buses per hour during that long day. Of course, Swift is also the only route in our system that has off-board fare payment, which helps speed up the boarding process, frees up the drivers to focus on driving and requires fare checkers, known as Swift Ambassadors.

Swift is also the only route in our system that receives specific grant funding. State and federal grants combine to pay for a majority of the operating costs through 2013.

Swift also has been a victim of Community Transit’s service cuts. In June 2010, Swift lost Sunday service, just like the rest of our bus routes. In February 2012, Swift frequencies will be cut back to every 12 minutes on weekdays. To most riders this may not make a big difference, but from an operational perspective, this means big cost savings. There will be one fewer bus going in each direction each hour, saving the cost of a bus driver, the cost of fuel, and the cost of maintenance and depreciation on vehicles that will travel fewer miles because of this reduction.

Finally, what would a Swift birthday be without some poetry from rider Margaret Elwood?

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Our favorite bus just turned two!
Dear Swift, Happy Birthday to you!
It's undeniable:
Fast, clean, reliable-
That's how your ridership grew.

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At the end of your second year
Here's a rhyme to wish you good cheer.
Swift bus, you're a treasure.
Your service-a pleasure!
I'm glad every time you appear.

Prepare for Winter Weather

by Tom Pearce, Public Information Specialist

Perhaps you’ve heard that “a butterfly flaps its wings in China, and it rains in Brazil.” That’s how it is for Community Transit when it comes to snow.

We cover 1,300 square miles of Snohomish County. That can mean some long trips, like Route 201 between Smokey Point and Lynnwood. Snow throws a wrench in the works. We’ve seen days with six inches of snow north of Marysville and none in south county. So the bus starting at Smokey Point needs chains and is delayed. As it moves out of the snow zone, the chains need to come off. More delays. And in the end, people in Lynnwood are wondering, “Why is our bus late?”

That’s why we post Rider Alerts on our website when snow is expected. The first alert may be a general warning. Once the flakes fly, we’re on it, day and night. If snow falls overnight, we post our first alert by 5 a.m. and continue throughout the day into the evening. Every time something changes in local service, we post an alert. For commuters, there’s the 5 a.m. alert followed by a report by 2 p.m. outlining the evening commute. By 8 p.m. we have a forecast for the following morning’s commute, when we’re back at it with a more detailed 5 a.m. report.

We also offer an electronic alert system that sends notices by email or text. We'll send the same general alert out to all subscribers as we post on the website, but if your route's routing or schedule changes during the day we'll let you know.

The addition of 23 double decker buses to our commuter fleet should improve service in the snow. These Double Talls replaced our oldest 60-foot articulated buses. The 42-foot Double Talls can operate like any standard bus in slippery conditions. Artics can jack-knife easily when it’s icy, so the few times a year we get snow, we often pull them from service. That’s also why on snowy days you may see regular 30-or 40-foot buses running on Swift.

If it does snow, check our website for major delays before you head out. Dress warmly, because buses likely will be delayed if snow is sticking to the roads. And remember, just because it’s not sticking in your neighborhood, it may be elsewhere. Check to see if we’re on a reroute, or try to get to main roads, where service can operate more easily. If your stop is on a hill, wait at the top or bottom of the hill and flag down the driver; buses can be hard to stop or start mid-hill when it’s icy.

We’re ready for winter weather at Community Transit. If it snows, we want you to feel comfortable that you can rely on the bus to get you where you need to go.

Join the Curb Club

By Debbie Anderson, Transportation Demand Management and Outreach Specialist

Suzanne D., Ph.D., rides the bus to work almost daily. As a biostatistician for the University of Washington, research is a part of her everyday work. Finding a smarter way to work and saving money – no Ph.D. required!

Through Community Transit’s Curb the Congestion program, information about how a person’s travels impacts her community can be gleaned once that person switches from driving alone to an alternative mode of travel.

Suzanne says, “Curb the Congestion is a useful way to provide important information to Community Transit, to obtain some monetary incentives, and to get stats concerning how much you save in terms of gas, mileage and the prevention of pollutants into the environment.”

Curb the Congestion is offering great rewards for participants. Log trips on at least 8 days monthly in your online calendar and you may be eligible to receive a $50 bus or vanpool voucher, gas card or REI gift card for three consecutive months. After those initial three months, participants are eligible for a monthly $150 drawing. (Incentives are funded by Snohomish County through federal grants and developer fees.) Visit www.communitytransit.org/CurbIt for complete eligibility rules.

Participants can also recruit family, friends and co-workers and receive an additional $25 incentive, up to four times!

Curb the Congestion offers participants personal assistance in finding carpools, planning bus trips and considering other alternatives to driving alone. You can contact your personal assistant at CurbIt@commtrans.org or (425) 438-6136.

Curb the Congestion is a partnership between Community Transit and Snohomish County to reduce traffic and encourage healthy travel options on congested roadways. Curb the Congestion is funded by Snohomish County through development mitigation fees and federal grants.

The program started in 2008 after Snohomish County declared 164th Street SW between Lynnwood and Mill Creek at “ultimate capacity,” creating a program to invest in transportation demand management and safety improvements rather than halt development or try to widen already built-out roads. In 2009, the county added 128th Street south of Everett and 20th Street SE near Lake Stevens to the Curb the Congestion program.

Curb the Congestion is helping relieve the congestion on these roadways. So far in 2011, the program has removed almost 56,000 drive alone trips, reduced travel by more than 1.2 million miles and has saved participants over $196,000 in fuel costs.

If you travel on one of the targeted roads, contact the Curb the Congestion Specialist about your commute options: (425) 438-6136 or CurbIt@commtrans.org.

"Minor" Holiday Service

For transit agencies, figuring out how much service to put on the road on holidays is a guessing game. In good times, you might err on the side of providing more service and risk having empty buses. In frugal times, you might constrict service to the point that it inconveniences some riders.

Well, these are frugal times and many riders have been inconvenienced by the fact that Community Transit no longer operates on six “major” holidays: New Year’s Day, Memorial Day, Independence Day, Labor Day, Thanksgiving and Christmas.

The rationale for cutting service on those days, along with Sundays, was that those holidays are more universally observed and transit demand was much lower. Plus, drivers were paid premium pay to drive on those low ridership days, making that service very expensive to operate.

Community Transit still operates on four “minor” holidays: Martin Luther King, Jr. Day, Presidents Day, Veterans Day and Thanksgiving Friday. These are days when some businesses are closed and transit demand is lower than a typical weekday, but there are still a significant number of people riding the bus.

On these minor holidays, Community Transit usually runs a regular local service schedule. Even if people aren’t working those days, they still travel to do shopping, run errands or visit family.

On these days we reduce commuter service to downtown Seattle and the University District based on expected demand. For instance, this Friday, Nov. 11 is Veterans Day. History tells us that few people change their work schedules and demand for commuter service that day remains high, so we’re running a regular schedule on all service that day. However, on Thanksgiving Friday, Nov. 25, we will operate only Route 414 with extra trips into downtown Seattle and only Route 855 to the University District. Past experience has shown that few people (about 20 percent) take our buses to Seattle on “Black Friday.”

As we prepare to cut service a second time in three years, it is a coincidence that our first day of the new service change is Presidents Day, Feb. 20, 2012. We might have run a reduced commuter schedule, but because our service will be reduced from what we operate now, we have decided to run a regular schedule that day. We’ll see how that goes.

Do you, or did you ever ride the bus on holidays?