2013 ADWHEEL AWARDS

Alexandria Transit Company / DASH AT2X Mark Center Express Service

Category 3 – Campaign 3‐B: Promotional Campaign

Category 4 – Special Event 4‐B: Promotion Special Event

Alexandria Transit Company/DASH 3000 Business Center Drive Alexandria, VA 22314

Allyson Teevan Marketing and Communications Manager [email protected] (703) 746‐5646

1. Who was the target audience for this entry?

The target audience was the Department of Defense (DoD) employees and contractors relocating to the Mark Center/BRAC-133 site in Alexandria, Virginia. The start of the service coincided with the DoD move to the new development located at Seminary Road and Beauregard Street, an area without a direct Metrorail connection. The BRAC-133 project is a new office complex developed by DoD at Mark Center, an established mixed-use business park in Alexandria, Virginia. The plan called for a total of 6,400 DoD personnel to relocate there as part of the Base Realignment and Closure (BRAC) Commission’s Recommendations. The project is part of the U.S. Army’s , Virginia BRAC initiative, and entails the relocation of Defense Department-level agencies’ personnel, from leased space in Northern Virginia, whose move was managed by the Washington Headquarters Services.

2. What was the situation/challenge for creating this entry?

The first challenge was for DASH and the City of Alexandria to negotiate with DoD a plan for DASH to provide free express bus service between Mark Center and King Street Metro, and to have DoD agree to pay for it. The express service between Mark Center Station and King Street Metro has no intermediate stops, and provides a connection between the Metrorail, Metrobus, the (REX) service, the VRE), and . The AT2X Mark Center Express Service would help mitigate the traffic impacts of the development. The second challenge, once the service parameters and costs were negotiated between DASH and DoD, was to market and promote the service so employees and contractors would start using it on day one and find it convenient, reliable, and a viable alternative to driving.

3. What was the strategy/objective of this entry?

The objective of the AT2X Mark Center Express Service was established to:

. Reduce the use of single occupancy vehicles related to BRAC-133 . Enhance and encourage the use of local transit options . Discourage additional private shuttle buses within the City of Alexandria . Expand local neighborhood connectivity to King Street

Alexandria Transit Company entered into a cooperative agreement with the Department of Defense whereby the cost of the new service and the refurbishing of four retired DASH buses were funded by the DoD. The four buses providing the express service have a distinct new look and are clearly identified by the word “Express” to make it easy for BRAC-133 employees to find their bus. The Cooperative Agreement includes a total annual payment to ATC of $675,000, which includes $150,000 a year for four years for the refurbishing of the four buses. DASH marked the initiation of the new service on Tuesday, October 11, 2011, with a dedication ceremony and ribbon cutting held at the Mark Center Station. The event highlighted the partnership and cooperative efforts between the City of Alexandria and Alexandria Transit Company and the Department of Defense and the Washington DASH AT2X Mark Center Express Service | 1

Headquarter Services (WHS). Speakers included the Honorable Mayor William D. Euille; Paul R. Abramson, Chairman, ATC Board of Directors; William E. Brazis, Director, Department of Defense/Washington Headquarters Services; and Sandy Modell, General Manager, Alexandria Transit Company.

In addition, DASH had Ambassadors on site at Mark Center Station during morning peak hours and afternoon peak hours to help answer questions and provide information on the new service to riders.

4. What results/impact did this entry have? (i.e. increased ridership, higher sales, greater public awareness, etc.)

The impact of this new service has proved to be positive in both increased ridership and awareness of DASH.

Total Ridership since service began on August 8, 2011: 96,132 Total Person Miles Traveled since service began on August 8, 2011: 422,980 Total Vehicle Miles Traveled since service began on August 8, 2011: 77,600

DASH received media attention in a majority of the local newspapers, television evening news, and a variety of City newsletters. The ribbon cutting ceremony was successful and Ambassador assistance was received and praised by riders. Ridership on the Express service continues to grow daily.

5. Please tell the judges why this entry was submitted and why it should win an AdWheel Award.

The AT2X Mark Center Express Service was put into place to provide an avenue of reliable, convenient, and courteous transit service to DoD employees and contractors traveling to and from the Mark Center. It has successfully done this by increasing ridership and awareness for DASH.

Through implementation of the service, DASH has been able to complete its objectives by accomplishing the reduction of single occupancy vehicles, enhancing and encouraging the use of local transit options (via DASH, Metrorail and VRE), discourage additional shuttles within the City of Alexandria and expand local connectivity to King Street. By accomplishing the objectives set forth, DASH has proven successful with the establishment of the AT2X Mark Center Express Service route.

Alexandria Transit Company is proud to say we have met all of the objectives set forth for the development of the AT2X Mark Center Express Service. A large part of the success of the express service is because the route is easy to understand, the fare during peak periods is free, and the schedule is frequent every 10 minutes, the service is reliable, and the drivers are friendly. E

*The AT2X Mark Center Express Service won the 2012 VTA Outstanding Program Award.

DASH AT2X Mark Center Express Service | 2

Press Release Summary

Alexandria Transit Company launched their new DASH Mark Center Express service on Monday, August 8. The start of the service coincided with the beginning of the Department of Defense (DoD) move to the new Mark Center Station, BRAC-133 site at Seminary Road and Beauregard Street. The new, high frequency, express bus service, coupled with the existing DASH AT2 route, operates every 10 minutes between the Mark Center Station and King Street Metro during the weekday peak periods, from 6 a.m. to 9 a.m. and 3 p.m.to 6 p.m. The express service between the King Street Metro and Mark Center Station has no intermediate stops, and passengers are able to connect to Metrorail, Metrobus the REX service, other DASH routes, VRE and Amtrak trains at King Street Metro.

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NEW Mark Center Service Expanded AT2 peak period service operates approximately every 10 minutes between the King Street Metro and the Mark Center Station from 6–9 AM and 3–6 PM on weekdays. Express trips between the King Street Metro and the Mark Center Station with no intermediate stops. Connections to Metrorail, VRE, and Amtrak trains at King Street Metro. Use your valid BRAC 133-Mark Center ID to ride free between the King Street Metro and the Mark Center Station weekdays during the hours of 6 am–9 am and 3 pm–6 pm. Off-peak and weekend service to the Mark Center Station provided by DASH routes AT1 and AT2. For more information, please visit dashbus.com or refer to the DASH Ride Guide. Thanks for riding

DASH_Mark Center Card 080411.indd 1 8/4/11 4:29 PM AT2 Weekday Service Effective August 8, 2011 AM PEAK PERIOD SERVICE WESTBOUND to Mark Center EASTBOUND to King Street Metro King Street Mark Mark King Street Metro Center Center Metro 6:03 6:21 5:50 6:11 Express 6:13 6:28 6:25 6:46 Express 6:23 6:38 Express 6:31 6:49 6:33 6:53 Express 6:41 6:59 Express 6:43 7:01 6:44 7:05 Express 6:53 7:11 7:01 7:25 7:03 7:23 Express 7:07 7:25 Express 7:13 7:31 7:17 7:45 Express 7:23 7:41 Express 7:27 7:45 7:33 7:53 7:37 8:05 Express 7:43 8:01 Express 7:41 7:59 Express 7:53 8:11 Express 7:51 8:09 8:03 8:23 7:57 8:25 Express 8:13 8:31 Express 8:11 8:29 Express 8:23 8:41 8:21 8:45 8:33 8:53 Express 8:28 8:46 Express 8:43 9:01 Express 8:38 8:56 Express 8:53 9:11 8:44 9:05 9:03 9:23 Express 8:56 9:14 Express 9:13 9:31 9:04 9:25 9:28 9:46 9:22 9:43 9:48 10:06 PM PEAK PERIOD SERVICE EASTBOUND to King Street Metro WESTBOUND to Mark Center Mark King Street King Street Mark Center Metro Metro Center Express 3:00 3:20 Express 3:05 3:23 3:10 3:35 3:14 3:35 Express 3:20 3:40 Express 3:25 3:43 Express 3:30 3:50 3:39 4:00 3:40 4:05 Express 3:50 4:08 Express 3:50 4:12 4:00 4:21 Express 4:00 4:22 Express 4:05 4:23 4:10 4:35 Express 4:15 4:33 Express 4:20 4:42 4:20 4:40 Express 4:30 4:52 Express 4:30 4:48 4:40 5:05 4:40 5:00 Express 4:50 5:12 Express 4:50 5:08 Express 5:00 5:22 5:00 5:20 5:10 5:35 Express 5:05 5:23 Express 5:20 5:42 Express 5:15 5:33 Express 5:30 5:52 5:20 5:42 5:40 6:05 Express 5:30 5:48 Express 5:50 6:12 5:40 6:02 Express 6:00 6:22 6:00 6:20 6:10 6:35 6:20 6:40 6:44 7:05 6:45 7:05 * Refer to the DASH Ride Guide for a complete schedule of service outside of the peak periods shown.

DASH_Mark Center Card 080411.indd 2 8/4/11 4:29 PM

FOR IMMEDIATE RELEASE

August 5, 2011

Contact: Allyson Teevan Marketing & Communications Manager Alexandria Transit Company (DASH) 703.746.5646 [email protected]

DASH – New Mark Center Service

Alexandria, VA – Alexandria Transit Company will launch their new DASH Mark Center Express service on Monday, August 8. The start of the service coincides with the beginning of the Department of Defense (DoD) move to the new Mark Center Station, BRAC-133 site at Seminary Road and Beauregard Street.

The new, high frequency, express bus service, coupled with the existing DASH AT2 route, will operate approximately every 10 minutes between the Mark Center Station and King Street Metro during the weekday peak periods, from 6 a.m. to 9 a.m. and 3 p.m.to 6 p.m. The express service between the King Street Metro and Mark Center Station will have no intermediate stops, and passengers will be able to connect to Metrorail, Metrobus the REX service, other DASH routes, VRE and Amtrak trains at King Street Metro.

“The new express service was established to meet a priority transit need of BRAC-133,” said Sandy Modell, ATC General Manager. “DASH will be playing a major role in addressing the transportation concerns related to the development. We look forward to serving them.”

The operating costs of the service and the refurbishing of four retired DASH buses to provide the service are being paid for by DoD, under a Cooperative Agreement with Alexandria Transit Company (ATC). The four buses providing the Express Service will have a distinct new look and will clearly be identified “Express” to make it easy for BRAC-133 employees to find their bus. DASH will also have Transit Ambassador staff on-site at King Street Metro in the morning and at the Mark Center Station in the afternoon peak periods during the first two weeks of the move to assist DoD employees with the transition.

The Alexandria Transit Company's DASH system provides safe, reliable, and courteous bus service within the City of Alexandria, and connects with Metrobus, Metrorail, Virginia Railway Express, and all local bus systems. DASH transports approximately 14,000 riders daily and serves all of the Alexandria Metrorail Stations and the Pentagon Metrorail station during morning and evening peak periods.

DASH is a pleasant and affordable way to travel in and around Alexandria. Learning to ride DASH is easy. For more information, contact DASH at 703-746-DASH (3274) or visit www.dashbus.com. # # #

DASH Mark Center Express Service Dedication Ceremony

Program of Events October 11, 2011

2:30 p.m. Welcome Sandy Modell, ATC General Manager

Remarks Paul R. Abramson, Chairman, ATC Board of Directors Honorable William D. Euille, Mayor, City of Alexandria William Brazis, Director of Washington Headquarters Services

2:52 p.m. Guests are invited to view the Ribbon Cutting

2:55 p.m. Guests board DASH Mark Center Express Bus

3:00 p.m. DASH Mark Center Express bus departs Mark Center Station for King Street Metro

Alexandria Transit Company Alexandria City Council Board of Directors Mayor William D. Euille

Paul Abramson Vice Mayor Kerry J. Donley Chairman Frank H. Fannon, IV

Justin Wilson Alicia Hughes Vice-Chairman Rob Krupicka

David “Max” Williamson Redella S. “Del” Pepper Sandra Wiener Paul C. Smedberg David H. Kaplan Geralyn McNally