FINAL REPORT JULY 2019 Santa Cruz Metropolitan Transit District On-Board Transit Ridership Survey and Ride Check moore & associates Onboard Transit Ridership Survey and Ride Check Santa Cruz Metropolitan Transit District Final Report Table of Contents Chapter 1: Executive Summary ...................................................... 1 Chapter 2: Ridecheck Summary ..................................................... 3 Route 3 ................................................................................................. 4 Route 4 ................................................................................................. 9 Hwy 17 ................................................................................................ 14 Route 35 ............................................................................................. 22 Route 40 ............................................................................................. 34 Route 41 ............................................................................................. 38 Route 42 ............................................................................................. 43 Route 55 ............................................................................................. 48 Route 66 ............................................................................................. 53 Route 68 ............................................................................................. 61 Route 69A ........................................................................................... 69 Route 69W .......................................................................................... 78 Route 71 ............................................................................................. 88 Route 72 ........................................................................................... 101 Route 74S .......................................................................................... 106 Route 75 ........................................................................................... 111 Route 79 ........................................................................................... 116 Route 91X ......................................................................................... 120 Chapter 3: Onboard Transit Ridership Survey ............................. 130 Highway 17 Transit Rider Survey ....................................................... 145 Local Transit Rider Survey ................................................................. 158 Appendix A: Onboard Survey Instrument .................................. A-1 Appendix B: Highway 17 Onboard Survey Frequencies .............. B-1 Appendix C: Local Onboard Survey Frequencies ......................... C-1 Moore & Associates, Inc. | 2019 Onboard Transit Ridership Survey and Ride Check Santa Cruz Metropolitan Transit District Final Report Page intentionally blank Moore & Associates, Inc. | 2019 Onboard Transit Ridership Survey and Ride Check Santa Cruz Metropolitan Transit District Final Report 1. Executive Summary Overview Santa Cruz METRO currently provides transit service within Santa Cruz County along 24 routes. In Spring 2018, the fixed-route service transported an average of 18,000 riders each weekday. Nearly 60 percent of those riders utilize the seven weekday UCSC routes. While each customer possesses a specific set of mobility needs, serving key “lifeline” origins and destinations as well as popular trip generators allows transit to move customers where they need to go in the most effective manner possible. Periodic customer feedback and ridership assessment provide METRO with the insight needed to determine how the current service offerings address the needs of its customers. In Spring 2019 Santa Cruz METRO selected Moore & Associates to conduct an onboard survey of its customers as well as a comprehensive ride check. A study of this kind had not been conducted since 2012, and several route and service changes have been made in the intervening years. The survey sought to gather information regarding travel patterns, customer demographics, and overall satisfaction among METRO riders. Given METRO does not have automatic vehicle locators or passenger counters onboard its buses, a comprehensive ride check was conducted to provide an accurate snapshot of current ridership patterns as well as boarding and alighting and on-time performance data. A solid foundation of quality, current data regarding travel patterns, customer perceptions, and demand for public transit service will allow METRO to assess program strengths and weaknesses while developing strategies for enhancing service. Staffing/Recruitment Moore & Associates contracted with a local temporary staffing firm to recruit surveyor and ride checker candidates. The goal was to recruit individuals with a professional appearance and demeanor as well as the skills necessary to conduct the survey. While the staffing firm conducted a background check and ensured each recruit was authorized to work in the United States, the criteria for selection included the following: Fluency in English as well as Spanish; Ability to read and understand a bus schedule; “Common sense” problem-solving capabilities; Ability to conform with appearance standards (“business casual” dress code – black or khaki pants, polo or collared shirt, and closed-toe shoes); No facial tattoos or extensive visible piercings; The physical ability to board and ride the bus unassisted; Punctuality (ability to arrive 15 minutes before the start of the shift); Availability of reliable transportation (including public transit or ride from friend/family); and Possession of a cell phone for communicating with Moore & Associates’ supervisory personnel. All candidates were screened and then trained by Moore & Associates’ project team. Training included 1 an overview of the project, discussion of surveyor performance expectations, familiarization with the METRO service, survey instrument and ridecheck sheet, onboard etiquette, protocol for conducting the A - 1 survey, and a review of individual assignments. Moore & Associates, Inc. | 2019 Onboard Transit Ridership Survey and Ride Check Santa Cruz Metropolitan Transit District Final Report All candidates were instructed on quality control methods as well as accurate data collection to ensure all project standards were maintained. While all candidates were cross-trained to conduct both ride checks and surveys, each was responsible for only one task at a time to ensure accuracy. Our project team typically trains more staff than it anticipates needing in order to have trained back-up personnel immediately available should a candidate leave the project or be dismissed. All ride checkers and surveyors were supported by our field supervisors who were available during the entire fielding process. Fourteen data collectors were trained as part of this engagement and were used to successfully complete the assignment. Data Collection Santa Cruz METRO’s Onboard Transit Ridership survey was conducted via intercept methodology, onboard all non-UCSC routes. Surveyors and Ride checkers were identified by an identification badge. Data collection occurred between April 23 and April 27, 2019 between the hours of 6 a.m. and 6 p.m. (while school was in session), in order to capture an accurate representation of METRO’s ridership. Ride Checks Ride checks were conducted in order to obtain data regarding ridership and on-time performance. On- time performance was assessed with early corresponding to earlier than one minute and late equaling later than five minutes on all time-points. Alighting and boarding was quantified at every bus stop. This assessment included 28 percent of all non-UCSC routes as well as twelve runs on the highest ridership Saturday routes. A route-by-route analysis was conducted after obtaining ridership and on-time performance data. Onboard Survey An onboard transit ridership survey was conducted to assess customer satisfaction and collect rider origin and destination information. A bilingual survey (English/Spanish) was offered on all non-UCSC routes. A total of 976 responses were received onboard, exceeding the sample goal of 600 by more than 60 percent. 2 A - 2 Moore & Associates, Inc. | 2019 Onboard Transit Ridership Survey and Ride Check Santa Cruz Metropolitan Transit District Final Report 2. Ride Check Summary Route by Route Analysis To assess service/program performance, Moore & Associates conducted a ride check all METRO non-UCSC bus routes across four weekdays and one Saturday. Field staff tracked boarding and alighting activity at each bus stop, as well as actual arrival and departure time at each bus stop. Service frequency (headway) varies by route, day-part, and service day. The following exhibits illustrate rider activity by individual bus stop and on-time performance by time-point. Ridership activity represents an average over the number of ridechecks performed on a given route. Time- points are in bold in the stop charts. “Late” is defined as trips departing more than five minutes after the published schedule time. “Early” is defined as trips departing one or more minutes prior to the published schedule time. On-time performance measures the time of departure for all stops except for the final stop, which is measured by arrival time. Therefore a late arrival is calculated as “Late” while an early arrival is still calculated as “On- Time”. 3 3 Moore & Associates, Inc. | 2019 Onboard