2. Implementing a Veterans Fare AKA: Rebranding a Discount

3. BUS AND PARATRANSIT SERVICE BUS AND PARATRANSIT SERVICE – San Bernardino Valley (SoCal) – 14 million annual ridership – Large VA Healthcare Complex Local Routes New sbX BRT OmniGo Circulator ADA Service Other agencies Background

4. Background Spring 2014: – SRTP approved, September fare change Summer 2014: – Neighboring transit agencies – Vet Fare – Local Veterans Advocate First Reaction: No! Unnecessary! – Senior/Disability Discount – U-Pass program for College Vets

5. Background Advocate: 2-1-1/VetLink (United Way) Politicians Veterans CEO a Marine Osvaldo Maysonet, M.S. 211 Access & Mobility Coordinator Marine Veteran "Retreat? Hell, we just got here!" Captain Lloyd W. Williams, USMC, WWI

6. Fare Structure Full Fare Youth (  18) – Go Smart College (U-Pass) program Senior/Disability/Medicare – “Half Fare” – Measure I Subsidy ($0.05 - $0.10/trip) Potential Revenue Impact: $25-50K

7. Rebrand/Repackage

8. Rebranding/Repackaging a discount “half fare” Negative vs. Positive connotations Negative vs. Positive connotations – Senior = Old, Worn Out (forgotten?) – Disabled = Damaged, Broken (PTSD) Military: cause of disability Veterans Discount = Pride Veterans Discount = Pride – Deserving honor, recognition – Instead of a handout Veteran-Friendly Service Veteran-Friendly Service

9. Process/Timeline July: Public Comments by Veterans Advocate Aug: Proposed Vet Fare Policy to Board Active duty military, police, fire Sept:Public Hearings Oct: Board Approval, Order Passes Nov: Marketing Campaign Prep Veterans Day Promo Dec: Outlet notification/stocking Fare box re-configuration Jan. 5: LAUNCH!!!

10. Veterans ID Proof of eligibility? – Veterans ID – County Discount program Vets Ride Free on Vets Day – Promote Need for ID – Preview Vet Fare in January

11. Promotion Launch Campaign Veteran Images: Patriotism and Pride – Saluting Those Who Served Tactics: – Daily/Weekly Newspaper, Radio, Online – Social media, Newsletters – Omnitrans Assets: Schedule Book, Bus Cards, Shelters, Buses

12. Promotion

13. Promotion Full Side Bus Ad Full Side Bus Ad 2 buses, one for each division 2 buses, one for each division Used Production Credit (Lamar Contract) Used Production Credit (Lamar Contract) AdWheel Award! AdWheel Award!

14. Kick Off Event VA Hospital Brief ceremony, speakers, partner info tables Bus Back Drop, Pass Poster Pass Donation to VA Program County ID card

15. Veteran Fare Kickoff January 5, 2015 VA Medical Center in Loma Linda

16. Results Ridership Veterans = 5.8% of population – Projected: 0.3% of trips, (RTA experience) – Actual: 1.2% of trips in Year 1 or 159,753 rides CY2015 Total ↓11.5% S & D + Vet: ↑0.4%

17. Improved partnerships VA Healthcare County Veterans Affairs VetLink/211 Board Positive Image Veterans Omnitrans Results

18. THANK YOU!!! CONTACT: CONTACT: – Wendy.Williams@Omnitrans.org – 909-379-7151