Central Puget Sound Regional Fare Coordination System Regional Program Administrator Seattle, WA Cheryl Huston March 18, 2013.

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Presentation transcript:

Central Puget Sound Regional Fare Coordination System Regional Program Administrator Seattle, WA Cheryl Huston March 18, 2013

Agenda Governance Goals Overview Conversion Benefits Lessons learned What’s next?

RFCS Agencies To implement a common “seamless” fare collection system – using smart card technology – for bus, rail and ferry travel in the Central Puget Sound region.

RFCS Organization Seven Governing Boards Joint Board Regional Program Administrator Operations Manager Regional Services Contract Admin System Operations Program Admin Policy Development Public Information Seven Operating Agencies Fiscal Agent

RFCS Goals One regional card for all Replace paper passes, tickets & tokens Regional fare integration Support and expand business accounts Public acceptance Customer satisfaction Revenue and ridership data

Overview Five independent transit agencies Agency-specific passes and paper transfers Limited agreements for inter-agency media Prior to smart card development: o Regional Fare Coordination program o Regional “PugetPass” o Interagency transfer acceptance

Feasibility Study Operating Concept RFP Development System Design and TestingSystem Updates Prototype Demonstration Proposals Received Evaluation & Contract Finalization Beta Test 2006 Go Live 4/2009 Overview PLANNING & PROCUREMENT DESIGN IMPLEMENTATIONOPERATIONS Full System Acceptance

Conversion Limited distribution of no fee ORCA cards Unlimited exchange for eligible Senior or Disabled riders 2 hour transfer Website launched Street teams Marketing campaign Public acceptance

Conversion Limited ORCA rollout - 4/2009 Big Splash - 9/2009 Full System Acceptance -12/2011 Total sales - $172 million Cards issued million Average weekday boardings – 350,000 Percent of total boardings – 63%

Benefits Simplifies transfers Faster, easier boardings Accurate ridership data Daily regional revenue reconciliation Reduced types of fare media Reduced cost of fare media production Reduced staff resources to sell fare media Increased customer benefits

Lessons learned Interagency operations and governance Scale of change for agencies and customers Card management Vendor resources System security Data privacy Underserved markets Websites

What’s next? Special accounts Retail card sales Website redesign Reaching new or underserved markets New payment options Evolving technology Strategic planning

Questions? Thank you Cheryl Huston ORCA Regional Program Administrator orcacard.com