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SERVICE EXPANSION Rural Transit Planning Study NEW HAMPSHIRE DEPARTMENT OF TRANSPORTATION Bureau of Rail & Transit P.O. Box 483 Concord NH 03302 Home Healthcare, Hospice and Community Services P. O. Box 564 69L Island Street Keene, New Hampshire SWRPC Southwest Region Planning Commission 20 Central Square, 2nd Floor Keene, New Hampshire KKO and Associates, Incorporated Transportation Systems Analysis Management Information Systems List of Figures ......................................................................................................................................... ii Executive Summary................................................................................................................................ iii CHAPTER 1: SYSTEM EVALUATION & ENVIRONMENTAL ASSESSMENT Introduction.......................................................................................................................................... 1 Demographics ...................................................................................................................................... 1 Summary of Previous Studies ............................................................................................................... 5 Current CityExpress Service................................................................................................................. 6 Private Transportation Providers .......................................................................................................... 8 Demand for Transportation Service ...................................................................................................... 9 Opportunity for Transportation Service............................................................................................... 10 CHAPTER 2: ANALYSIS OF SERVICE AREA POPULATION Design of Survey Instruments ............................................................................................................. 11 Survey Implementation ....................................................................................................................... 11 Analysis of Results............................................................................................................................. 13 CHAPTER 3: LITERATURE REVIEW Employer Subsidized Public Transit Participation ............................................................................... 17 Student-Related Participation by College and University Systems........................................................ 19 Marketing of Transit and Transit-Related Services.............................................................................. 21 Selected Bibliography......................................................................................................................... 24 CHAPTER 4: ADDITIONAL FIXED-ROUTE ALTERNATIVES Existing CityExpress Service.............................................................................................................. 27 Potential Improvements ...................................................................................................................... 28 Ridership Projections.......................................................................................................................... 34 Operating Costs.................................................................................................................................. 38 CHAPTER 5: MARKETING STRATEGY Existing Marketing Strategy ............................................................................................................... 41 Marketing Goals and Objectives ......................................................................................................... 42 Implementation................................................................................................................................... 49 CHAPTER 6: CONCLUSIONS Preferred Route - KKO & Associates.................................................................................................. 55 Study Conclusions - SWRPC ............................................................................................................. 55 APPENDICES HCS Organizational Chart....................................................................................................Appendix A Management Training Schedule............................................................................................Appendix B Marketing Program ..............................................................................................................Appendix C Transportation Providers ......................................................................................................Appendix D Demographic Analyses Maps................................................................................................Appendix E Survey Instruments...............................................................................................................Appendix F Employer Survey Results......................................................................................................Appendix G Examples of Special Events..................................................................................................Appendix H Examples of Marketing Plans ...............................................................................................Appendix I Figure 1: Map of Southwest Region ......................................................................................................... 1 Figure 2: Percentage of 1990 Population by Age within Keene ................................................................. 2 Figure 3: Means of Transportation to Work as Reported in 1990.............................................................. 2 Figure 4: Departure Time to Work by Census Tracts in Keene and for Commuters................................... 3 Figure 5: Departure Time to Work by Census Tract in Keene................................................................... 3 Figure 6: Census Blocks for Keene, New Hampshire................................................................................ 3 Figure 7: Departure Time by Number of Commuters................................................................................ 4 Figure 8: Commuters Traveling Out of Keene .......................................................................................... 4 Figure 9: Commuters Traveling Into Keene .............................................................................................. 4 Figure 10: CityExpress Data Reported by HCS........................................................................................ 6 Figure 11: CityExpress Analysis of Efficiency and Operations ................................................................. 6 Figure 12: CityExpress Service as Compared to Other Fixed-Route Rural Services .................................. 7 Figure 13: 1990 Specialized Population Segments by Census Block in Keene ........................................... 9 Figure 14: City of Keene Employer Location.......................................................................................... 12 Figure 15: Existing CityExpress Route..................................................................................................28a Figure 16: Corridors.............................................................................................................................28b Figure 17: Route 1A Health & Human Resources to Riverside Shopping Center ....................................28c Figure 18: Route 1B Lahey-Hitchcock Clinic to Bradco Industrial Park.................................................28d Figure 19: Route 1C Health & Human Services to West Street Shopping Centers..................................28e Figure 20: Route 2A Tanglewood to Marlboro Street / Optical Avenue.................................................. 28f Figure 21: Route 2B Tanglewood to East Keene....................................................................................28g Figure 22: Route 3A Keene State College Loop.....................................................................................28h Figure 23: Route 3B North Loop .......................................................................................................... 28i Figure 24: Route 3C 30-Minute Circulator Loop................................................................................... 28j Figure 25: Route 3D North and East Loop ............................................................................................28k Figure 26: Route 3E North Side, East Side and Keene State Loop ......................................................... 28l Figure 27: Route 3F East Side, West Side, and Keene State Loop.........................................................28m Figure 28: Potential Three-Route System ..............................................................................................34a Figure 29: Potential Two-Route System ................................................................................................34b Figure 30: Local Service Trip Rates....................................................................................................... 35 Figure 31: Keene Socio-Economic Characteristics (1990)....................................................................... 35 Figure 32: Ridership Projections using TCRP Methodology ..................................................................

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