PLANNING, OPERATIONS AND MARKETING COMMITTEE WORKING SESSION MONDAY OCTOBER 21, 2019 4:00 P.M.

OR IMMEDIATELY FOLLOWING THE COMPLETION OF THE COMMITTEE MEETING

PLANNING, OPERATIONS & MARKETING COMMITTEE WORKING SESSION

MONDAY OCTOBER 21, 2019 4:00 P.M. OR IMMEDIATELY FOLLOWING THE COMPLETION OF THE COMMUTER RAIL COMMITTEE MEETING

Fort Worth Central Station Fort Worth 1001 Jones Street, 2nd Floor Community Room Fort Worth, 76102

Committee Members: Staff Support: Ray Taylor - Chairman Melissa Chrisman, Marketing/Communications Teresa Ayala Kiran Vemuri, Planning Jeff Davis Wayne Gensler, Operations Alan Hooks Jeff King

A. CALL TO ORDER Ray Taylor B. UPDATES 1. September 2019 Marketing & Communications Report Melissa Chrisman 2. September 2019 Ridership Report Kiran Vemuri 3. September 2019 Operations Report Wayne Gensler

C. ACTION ITEMS 1. POM2020-01 FY2020 Key Performance Wayne Gensler Indicators

D. OTHER BUSINESS E. NEXT MEETING MONDAY, NOVEMBER 11, 2019 @ 4:00 pm F. ADJOURN

This facility is wheelchair accessible. For accommodations for hearing or sight interpretive services, please contact Kelli Shields 48 hours in advance at 817.215.8972.

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PLANNING, OPERATIONS & MARKETING COMMITTEE INFORMATION ITEM

Item: September 2019 Marketing & Communications Meeting Date: October 21, 2019 Report

Melissa Chrisman, Vice President, Marketing & Communications will give an update on Marketing & Communications. PLANNING, OPERATIONS & MARKETING COMMITTEE INFORMATION ITEM

Item Number: Marketing & Communications Update Meeting Date: Oct. 21, 2019

EVENTS

THE DASH SERVICE LAUNCH DATE – MONDAY, SEPT. 23

State, county and city officials joined and community supporters in celebrating the launch of The Dash. The event included a VIP ride from Fort Worth Central Station to Crockett Row, where featured speakers addressed event goers. Funding partners promoted their organizations during the event at Crockett Row, and Trinity Metro handed out red wristbands and Dash schedules to spread the word about complimentary rides through Oct. 31. The wristbands can be used through the end of October for discounts and special offers at Crockett Row vendors and the Modern Art Museum of Fort Worth. The invitational paid posts on Facebook yielded 115 event responses, 8,218 post engagements, 27,615 ad views and reached 15,870 users.

TEXRAIL TOUR WITH COOK CHILDREN’S HEALTHCARE SYSTEM DATE – FRIDAY SEPT. 27

Trinity Metro leadership and communications hosted a group of executives from Cook Children’s Healthcare System on a tour of transit services. The trip began with a ride to Fort Worth T&P Station to take Trinity Metro TEXRail to the DFW Airport Terminal B Station. On the way back from the Terminal B Station, the group stopped in Grapevine for lunch before returning to Fort Worth. The outing provided an opportunity to share information about Trinity Metro bus and commuter rail services as well as the Trinity Metro EASYRIDE program and the ZIPZONE that will serve the Medical District.

2 PAID MEDIA

CAMPAIGN LAUNCH – DASH AND DISCOVER STATUS – CURRENT TIMEFRAME – SEPTEMBER 2019 THROUGH OCTOBER 2019 GOAL – 200 AVERAGE DAILY RIDES BY DEC. 31, 2019 GOAL – INTRODUCE SERVICE BY REACHING 500K AD VIEWS

The marketing campaign to launch The Dash began in September and will continue through October. Tactics include geographically targeted social media posts and digital banner ads shown to people with interests such as art, dining, nightlife and entertainment. Print ads will run in the TCU and TCC student newspapers, and radio ads are on The Ranch. Creative features fun animations with The Dash vehicles and imagery of the various destinations that the route serves. The theme is “Dash and Discover” to encourage ridership and the idea of riding The Dash and discovering Fort Worth.

RESULTS  155 average daily rides in the first week of service.  300K ad views as of Sept. 30, 2019.

3 CAMPAIGN LAUNCH – TIME TO MAKE YOUR MOVE (TEXRAIL RIDERSHIP) STATUS - CURRENT TIMEFRAME – SEPTEMBER 2019 TO DECEMBER 2019 GOAL – 8K AVERAGE DAILY RIDES BY DEC. 31, 2020

To promote the increased frequency on TEXRail, a second flight of marketing began in September. In an attempt to reach new people and grow ridership at a quick and steady pace, this portion of the campaign is “Time to Make Your Move.” It brings back the “Time to Train” characters who were featured during the service launch at the beginning of the year. This time, the characters are moving quicker and having more fun. We introduced a family out on an adventure, which brings the audience from having the time to train to a strong call to action – to actually make your move. The play on words and the memorable imagery tell a powerful story. Tactics for this flight of TEXRail ridership promotion include 30-second commercials on streaming-TV provider Hulu, over-the-top mediums such as Apple TV and Roku, and targeted cable TV. All commercials are supplemented by paid social media.

RESULTS  Results will be provided at the next committee meeting.

4 CAMPAIGN UPDATE – TRE/STATE FAIR OF TEXAS STATUS - CURRENT TIMEFRAME – AUGUST 2019 TO OCTOBER 2019 GOAL – INCREASE TRE RIDERSHIP BY 10% DURING THE STATE FAIR OF TEXAS, FROM 163,162 IN 2018 TO 179,478 IN 2019

The State Fair of Texas is underway, and our TRE ridership campaign continues to tell fair goers how to use public transit to get there. The campaign kicked off in late August and is a coordinated effort between Trinity Metro and the marketing team at DART. Tactics for this campaign include digital and static billboards, digital display banners and a paid campaign on social media.

RESULTS  In the first 12 days of the State Fair of Texas in 2018 ridership was 81,582. In the first 12 days of the State Fair of Texas in 2019 ridership was 72,828 representing an 11% decrease.

5 CAMPAIGN UPDATE – EVENT MARKETING AND TARGETED RIDERSHIP STATUS - CURRENT TIMEFRAME – JULY 2019 AND ONGOING GOAL – INCREASE RIDERSHIP ON TEXRAIL IN SEPTEMBER

September’s featured event for the event marketing and targeted ridership campaign was GrapeFest in Grapevine. A paid campaign ran on Facebook during the weeks leading up to the event.

RESULTS  Record TEXRail ridership was recorded during GrapeFest (Sept. 12 - 15, 2019). During the four- day festival, TEXRail ridership was 9,157. September was another record ridership month.  261 link clicks  88K ad views

EARNED MEDIA

Wayne Gensler, Vice President and Chief Operating Officer for Bus and Paratransit, was quoted in a Mass Transit article: Light rail, TEXRail extension and rapid bus lines: How Fort Worth could transform your commute.

President and CEO Bob Baulsir was quoted in an article on the City of Fort Worth website: The Dash kicks off with complimentary rides.

Wayne Gensler, Vice President and Chief Operating Officer for Bus and Paratransit, was quoted in a Fort Worth Star-Telegram article: Light rail, TEXRail extension and rapid bus lines: How Fort Worth could transform your commute.

President and CEO Bob Baulsir was also quoted in NGT News (Next-Gen Transportation): Trinity Metro launches “The Dash” electric bus service.

The Fort Worth Business Press published an article on transportation options: Council report: Transit Moves presentation.

6 TEXRail and were mentioned in the Fort Worth Business Press: Commentary: Gary Fickes: Empowering seniors to meet emerging needs for 55+ market.

TEXRail was mentioned in a Progressive Railroading article: DART breaks ground on Silver regional rail line.

Trinity Railway Express was mentioned in a KERA story: It’s State Fair of Texas season – Here’s what you need to know.

A Dallas Morning News article mentioned TEXRail: How to engineer a turnaround? Booming Jacobs has a few lessons for struggling Fluor Corp.

President and CEO Bob Baulsir was quoted in a Fort Worth Star-Telegram article: Why Fort Worth is running bright red electric from downtown to the museums.

Wayne Gensler, Vice President and Chief Operating Officer for Bus and Paratransit, was interviewed in a story on CBS 11: Opt for “The Dash” for quick trips via electric bus in Fort Worth.

Board Chairman Scott Mahaffey was quoted in a Fort Worth Business Press article: The Dash – electric public transit bus service – begins in Fort Worth. The Dash launch was also mentioned on CBS 11 and KRLD news radio.

Melissa Chrisman, Vice President of Marketing and Communications, was interviewed for a WFAA 8 story on The Dash: New electric bus service connects Fort Worth’s entertainment districts.

Bob Baulsir, President and CEO, was quoted in an article in Up N Down Magazine: The Dash kicks off service with complimentary rides, discounts at area businesses.

TEXRail was mentioned in a Community Impact Newspaper article: Hotel Vin, Harvest Hall in Grapevine reach construction milestone. TEXRail was mentioned in a Fort Worth Star-Telegram article: Cornyn, Cruz support use of federal funds to extend TEXRail commuter train.

7 KERA also featured a story on potential TEXRail funding: Cornyn, Cruz back bid for funds to extend Tarrant County’s TEXRail line.

Mass Transit published an article about TEXRail funding: Cornyn, Cruz support use of federal funds to extend TEXRail commuter line.

WBAP news radio also featured TEXRail: An expansion may already be in the works for the newly opened TEXRail service.

Wayne Gensler, Vice President and Chief Operating Officer for Bus and Paratransit, was quoted in a Texas Climate News article: Texas cities roll slowly toward clean and quiet battery-electric buses.

TEXRail was mentioned in an article on the Meetings Today website: The Metroplex continues to flex its meetings muscle with constant new developments and growth.

A Dallas Innovates article mentioned TEXRail: JLL Report: Fort Worth’s Near Southside primed to become innovative economic force.

TEXRail was mentioned in a Fort Worth Star-Telegram article: SMU paid naming rights for DART Mockingbird Station. Can TEXRail do this in Fort Worth?

8 SHARED MEDIA

OWNED MEDIA

SEPTEMBER GOVDELIVERY/EMAIL MARKETING BULLETINS SENT 9 RECIPIENTS 31,951 EMAIL OPENS 7,501 OPENRATE 26% LINK CLICKS 687 CLICK RATE 2.4% TEXT CLICKS 690

9 COMMUNITY, SALES AND BUSINESS OUTREACH

OPERATION LIFESAVER SEPTEMBER  Training Operation Lifesaver  Trinity Metro has educated 5,192 August 2018 - September people on rail safety in the last 12 months. 700 2019 1382 472 Fort Worth COMMUNITY OUTREACH 208 Grapevine 988 The team welcomes Ben Ajayi, Community 1190 NRH Outreach Representative, to Trinity Metro. 252 Haltom City Ben previously worked for the Dallas County Department of Public Works and JQ Engineering. He has more than five years experience in community outreach, marketing and communications, where he worked closely with local school districts and community organizations.

Outreach team members were trained in September to become Operation Lifesaver Authorized Volunteers who will conduct important rail safety sessions across Tarrant County.

TRINITY METRO EASYRIDE | B2B OUTREACH

The Surgical Group of North Texas was added as an EASYRIDE partner organization in September. Several organizations are reviewing EASYRIDE agreements, including UMTH General Services, Blue River Partners LLC, and several DFW Airport concessionaire groups. On Sept. 13, the business outreach manager participated in the DFW Airport Concessionaire Forum, informing concessionaire owners on the EASYRIDE program and the transit option of taking TEXRail to and from Terminal B. The outreach team also participated in an employee benefit fair at the Sheraton Hotel to inform employees of their access to EASYRIDE and sign them up. The team continues to implement other business outreach strategies for EASYRIDE promotion including:

 Connecting with large faith-based organizations along the TEXRail route to offer EASYRIDE to staff and parishioners.  Increasing business outreach efforts in Grapevine and North Richland Hills.  Participating in all enrolled EASYRIDE organizations’ employee benefit/health fairs to increase employee participation in the program. Business outreach efforts continued in the Mercantile Business Center during September to promote ZIPZONE along with TEXRail and EASYRIDE. The team visited 10 additional large employers in the Mercantile area to deliver ZIPZONE posters/flyers and new TEXRail brochures. The ZIPZONE Mercantile area recently expanded to include BNSF. Other efforts include focusing on the Lockheed Martin location in Mercantile that will have 5,000+ employees by the beginning of 2020. A meeting is scheduled with Lockheed Martin to discuss EASYRIDE participation.

10 11

PLANNING, OPERATIONS & MARKETING COMMITTEE INFORMATION ITEM

Item: September 2019 Ridership Report Meeting Date: October 21, 2019

Kiran Vemuri, Senior Director of Planning will present the Ridership Report. FY-18 FY-19 Ridership Report-Trinty Metro System Oct 761,911 704,437 900,000 Nov 664,828 624,566 Dec 605,350 561,549 800,000

Jan 635,180 709,849 700,000 Feb 600,333 610,193 600,000 Mar 655,528 662,039 Apr 653,499 671,791 500,000 May 675,315 662,934 400,000

Jun 657,056 640,286 300,000 Jul 619,626 677,601 200,000 Aug 681,429 691,939 Sep 614,339 657,343 100,000 0 Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep FY18 FY19

FY18 YTD Ridership: 7,886,410

FY 19 YTD Ridership: 7,868,813

Prepared by Ebonie Wingo

12 Ridership FY-2018 FY-2019 Oct 479,991 443,633 Ridership Report-Fixed Route Nov 440,740 421,893 600,000 Dec 405,046 381,025 Jan 418,168 408,994 500,000 Feb 402,708 386,571

Mar 458,820 410,867 400,000 Apr 437,084 426,340 May 456,858 425,780 300,000 Jun 439,673 411,115 Jul 416,018 434,216 Aug 456,364 449,638 200,000 Sep 413,612 439,237 100,000

Calendar Sep-18 Sep-19 Weekdays 0 20 21 Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Saturdays 5 4 FY 2018 FY 2019 Sundays 5 5

FY18 YTD Ridership: 5,225,082

FY 19 YTD Ridership: 5,039,309

Prepared by Ebonie Wingo

13 Ridership Report-ACCESS Ridership FY-2018 FY-2019 35,000 Oct 31,888 32,671 Nov 30,169 29,421 30,000 Dec 29,275 27,646 Jan 29,874 29,448 25,000 Feb 27,863 27,654 20,000 Mar 31,148 28,958

Apr 29,683 29,490 15,000 May 31,398 31,138 Jun 29,512 27,627 10,000 Jul 29,360 29,365 5,000 Aug 32,851 30,138 Sep 29,120 21,387 0 Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep

FY 2018 FY 2019

FY18 YTD Ridership: 362,051

FY 19 YTD Ridership: 344,920

Prepared by Ebonie Wingo

14 Ridership Report- Other Services 35,000

30,000

25,000

20,000

15,000

10,000

5,000

- Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep

FY- 2018 FY- 2019

Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Total-Other Ridership FY- 2018 22,193 21,912 18,675 22,787 20,007 22,694 22,681 23,493 21,246 21,616 22,052 20,974 Services FY- 2019 20,247 19,378 17,289 19,986 20,006 21,554 25,015 28,103 26,362 28,096 28,640 TBD

Prepared by Ebonie Wingo

15 FY-2018 FY-2019 Fixed Route-Revenue Oct $ 460,883.00 $ 585,928.97 $900,000.00 Nov $ 499,461.00 $ 613,564.00 $800,000.00 Dec $ 424,552.00 $ 573,662.00 $700,000.00 Jan $ 398,915.00 $ 641,254.00 Feb $ 419,027.00 $ 439,767.00 $600,000.00 Mar $ 373,344.00 $ 538,239.00 $500,000.00 Apr $ 835,993.00 $ 549,929.51 $400,000.00 May $ 269,423.00 $ 497,058.36 $300,000.00 Jun $ 292,314.00 $ 471,851.00 $200,000.00 Jul $ 419,371.00 $ 633,106.79 $100,000.00 Aug $ 606,192.00 $ 527,980.00 $0.00 Sep $ 802,839.04 $ 586,229.00 Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep

FY 2018 FY 2019

FY18 YTD Revenue: $5,802,314

FY 19 YTD Revenue: $6,658,498

Prepared by Ebonie Wingo

16 FY-2018 FY-2019 Oct $ 119,820.00 $ 105,983.27 ACCESS-Revenue Nov $ 97,948.00 $ 164,368.00 $180,000.00 Dec $ 88,102.00 $ 24,426.19 $160,000.00 Jan $ 137,523.00 $ 80,008.93 $140,000.00 Feb $ 107,089.00 $ 76,991.50 $120,000.00 Mar $ 113,341.00 $ 89,904.57 $100,000.00 Apr $ 119,795.00 $ 87,789.79 $80,000.00 May $ 116,375.00 $ 98,145.13 $60,000.00 Jun $ 107,129.00 $ 83,326.56 $40,000.00 Jul $ 117,587.00 $ 89,261.40 Aug $ 124,982.00 $ 87,078.00 $20,000.00 Sep $ 102,507.00 $ 83,256.00 $0.00 Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep

FY-2018 FY-2019

FY18 YTD Revenue: $1,352,198.00

FY 19 YTD Revenue: $1,070,539.34

Bus ACCESS TRE TexRail System-Wide Recovery Ratio YTD: 16.55% 8.60% 11.58% 1.76% 11.09% Average Fare per Boarding YTD: $1.32 $3.10 $2.27 $0.89 $1.44

Prepared by Ebonie Wingo

17

PLANNING, OPERATIONS & MARKETING COMMITTEE INFORMATION ITEM

Item: September 2019 Operations Update Meeting Date: October 21, 2019

Wayne Gensler, Vice President and Chief Operating Officer of Bus and Paratransit will give an update on Operations. On Time Performance 100%

90%

80%

70% % % 7 1

60% 8 % 8 3 % % % 8 % % 0 % 8 6 3 2 8 5 8 8 8 8 8 %

50% % % % % 7 % 6 6 6 6 93% % % % % % % % 9 3 8 % 9 9 9 % 4 2 2 2 2 2 1 9 6 9 Fixed 8 9 9 9 9 9 9 8 8 40% Route Goal

30%

88% 20% ACCESS Goal

10%

0% Oct-18 Nov-18 Dec-18 Jan-19 Feb-19 Mar-19 Apr-19 May-19 Jun-19 Jul-19 Aug-19 Sep-19

Fixed Route ACCESS Fixed Route Goal ACCESS Goal

Higher is better

Prepared by Ebonie Wingo 18 Miles Between Road Calls

45,000

40,000

35,000

30,000

25,000 8 2 7 7

20,000 , 8 9 4 3 , 1 10,000 6 9 3 2 Fixed ,

15,000 2 Route Goal 3 0 4 4 8 , 6 6 4 3 9 9 2 3 2 , ,

1 12,000 0 10,000 7 0 , 5 5 0 1 6 2 9 2 0 2 0 4

1 ACCESS 8 8 , 8 1 1 , 0 9 8 9 1 7 7 , 6 , 6 5 2 5 4 2 1 Goal 2 8 7 5 8 4 , , 1 1 1 1 , 4 8 4 , 8 , 2 1 0 1 3 3 , , 2 , 7 8 1 2 4 2 , 1 1 1 8 1 5,000 1 1 4 5 1 0 1 , 0 1 , 7 1 1 7 9 , 1 9 6 , 8 6

- Oct-18 Nov-18 Dec-18 Jan-19 Feb-19 Mar-19 Apr-19 May-19 Jun-19 Jul-19 Aug-19 Sep-19

Fixed Route ACCESS Fixed Route Goal ACCESS Goal

Higher is better

Prepared by Ebonie Wingo 19 Preventable Events per 100K Miles 1.80

1.60

1.40

1.20

1.00 6 6 .

0.80 1 1.35 Fixed 0.60 Route Goal 4 2 8 8 . 0.40 . 0 0 0.50 0 8 5 6

5 ACCESS . 5 . . 0 0 9 0 8 Goal 7 3 3 3

0.20 . . . 0 0 0 0 9 9 8 8 2 1 1 1 1 . . . . . 0 - - 0 - - 0 - - - 0 - 0 - - Oct-18 Nov-18 Dec-18 Jan-19 Feb-19 Mar-19 Apr-19 May-19 Jun-19 Jul-19 Aug-19 Sep-19 - Fixed Route ACCESS Fixed Route Goal ACCESS Goal

<$1,000/ Vehicle towed/ Medical attention Lower is better

Prepared by Ebonie Wingo 20 Preventable Events per 100k Miles 3.00

2.50

2.00

1.50 4 3 5 5 . . 2 2 4

2 1.35 . 2 Fixed 1.00 0 8

8 Route 7 . 6 5 . 1 6 6 1 . . Goal 1 1 8 2 8 . 2 1 1 . 1 . 1

5 0.50 1 1 9

0.50 4 9 . . 7 5 8 4 4 ACCESS 0 . 0 7 7 7 7 . . 0 . . 6 0

0 Goal 0 0 5 . 0 ------Oct-18 Nov-18 Dec-18 Jan-19 Feb-19 Mar-19 Apr-19 May-19 Jun-19 Jul-19 Aug-19 Sep-19

Fixed Route ACCESS Fixed Route Goal ACCESS Goal

Lower is better

Prepared by Ebonie Wingo 21 Non-Preventable Events per 100k Miles

12.00

10.00

8.00

6.00 1 1 . 0 1

4.00 8 5 . 7 7 7 . 6 0 7 5 4 . . 5 5 0 4 .

2.00 4 5 2 9 . 2 7 0 5 . 7 2 4 4 3 . 2 . . 1 . 2 2 2 2 8 7 5 3 5 5 5 8 3 6 9 5 8 2 6 3 9 8 6 ...... 7 1 - - 3 1 4 2 1 2 2 0 . - 0 Oct-18 Nov-18 Dec-18 Jan-19 Feb-19 Mar-19 Apr-19 May-19 Jun-19 Jul-19 Aug-19 Sep-19

Fixed Route ACCESS

Prepared by Ebonie Wingo 22

ACTION ITEM

23