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Market Analysis Report Market Analysis San Diego MTS Transit Optimization Plan Prepared by: Prepared by: PAGE 1 OF 77 Table of Contents Introduction ................................................................................................................................5 Data Sources ...........................................................................................................................6 MTS Service Area ....................................................................................................................6 Project Context .......................................................................................................................6 Service Area Profile ....................................................................................................................9 Current Population and Employment Density ..........................................................................9 Population Demographic Characteristics .................................................................................. 13 Youth (Ages 10-17) ................................................................................................................ 13 College-Aged (Ages 18-24) .................................................................................................... 16 Seniors (Ages 65+) ................................................................................................................. 18 Minority Populations ............................................................................................................. 20 Low-Income Households ....................................................................................................... 22 Zero-Vehicle Households ....................................................................................................... 24 Persons with Disabilities ........................................................................................................ 26 Population and Employment Projections ................................................................................. 28 Population Projections .......................................................................................................... 28 Employment Projections ....................................................................................................... 29 Senior Population Projections ............................................................................................... 31 Travel Demand ......................................................................................................................... 34 Rider Profile .............................................................................................................................. 45 MTS Customer Satisfaction Survey 2015 ................................................................................ 45 SANDAG On-Board Survey 2015 ............................................................................................ 46 Future “Urban Centers" ............................................................................................................ 52 Future Development ............................................................................................................. 54 Key Findings .............................................................................................................................. 61 PAGE 2 OF 77 List of Figures Figure 1: TOP Study Area .............................................................................................................8 Figure 2: Current Population and Employment .......................................................................... 12 Figure 3: Youth Density ............................................................................................................. 15 Figure 4: College Age Density .................................................................................................... 17 Figure 5: Senior Density ............................................................................................................. 19 Figure 6: Minority Density ......................................................................................................... 21 Figure 7: Low-Income Density.................................................................................................... 23 Figure 8: Zero Vehicle Household Density .................................................................................. 25 Figure 9: Density of Persons with Disabilities ............................................................................. 27 Figure 10: Jobs to Population Ratio by Community Planning Area .............................................. 30 Figure 11: Senior Population Change 2012-2025 ........................................................................ 33 Figure 12: Regional Commute Trends ........................................................................................ 35 Figure 13: Vehicle Travel Patterns 2014 ..................................................................................... 37 Figure 14: Vehicle Travel Patterns 2020 ..................................................................................... 38 Figure 15: Vehicle Travel Patterns 2025 ..................................................................................... 39 Figure 16: Internal Travel Patterns 2014 .................................................................................... 42 Figure 17: Internal Travel Patterns 2020 .................................................................................... 43 Figure 18: Internal Travel Patterns 2025 .................................................................................... 44 Figure 19: Bus Ridership Frequency Trends since Implementation of the COA ........................... 47 Figure 20: Trolley Ridership Frequency Trends since Implementation of the COA ...................... 48 Figure 21: Ridership by Age Segment and Section ...................................................................... 49 Figure 22: 2015 Household Income Comparison ........................................................................ 50 Figure 23: 2009-2015 Bus Passenger Household Income Comparison ........................................ 50 Figure 24: 2009-2015 Bus Passenger Household Income Comparison ........................................ 51 PAGE 3 OF 77 List of Tables Table 1: Major San Diego Employers.......................................................................................... 10 Table 2: Top 10 Areas of Projected Population Growth .............................................................. 28 Table 3: Top 10 External Trips by Community 2020.................................................................... 35 Table 4: Internal Trip to Population Ratio by City ....................................................................... 40 Table 5: Public Development and Area Plans ............................................................................. 56 Table 6: Private Development.................................................................................................... 60 List of Appendices Appendix A: Carmel Valley Population and Employment Map.................................................... 62 Appendix B: Series 13 Population Growth Forecast.................................................................... 63 Appendix C: Series 13 Employment Growth Projections ............................................................ 64 Appendix D: Employment to Population Ratios by Jurisdiction................................................... 66 Appendix E: Growth in Senior Population 2012-2025 by Jurisdiction .......................................... 68 Appendix F: Senior Population Growth 2012-2025 in Top 16 CPAs ............................................. 69 Appendix G: Growth in Senior Population 2012-2025 by CPA .................................................... 70 Appendix H: Average Number of Monthly College Student Bus Passes Sold ............................... 72 Appendix I: Semester College Student Bus Passes Sold Spring 2016 ........................................... 73 Appendix J: Land Use and Transportation Targets ...................................................................... 73 Appendix K: Youth Dot Density Map .......................................................................................... 75 Appendix L: Senior Dot Density Map .......................................................................................... 76 Appendix M: Persons with Disabilities Dot Density Map ............................................................ 77 PAGE 4 OF 77 Introduction San Diego Metropolitan Transit System (MTS) is currently undertaking the Transit Optimization Plan (TOP) to evaluate the performance of existing transit service and to identify opportunities for network improvement. The Market Analysis examines regional development and demographic trends to identify areas in the region where transit is likely to be most successful. The Market Analysis includes the following sections: • Service Area Profile: This section provides an overview of current population and employment distribution within the service area. The profile identifies employment hubs and areas with high concentrations of residents to identify areas of high potential demand. The profile also discusses current commuting trends for San Diego residents. • Population Demographic Characteristics: This segment
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