APTA 2013 MARKETING & COMMUNICATIONS WORKSHOPCRISIS COMMUNICATIONS

Capitol Corridor Joint Powers Authority

Luna Salaver Public Information Officer

CCJPA’s 2012 Social Media Image Crisis

Capitol Corridor History

Service began December 1991

Funded by the State BT&H, via Caltrans Rail

Amtrak is the operator Overseen by the Capitol

Corridor Joint Powers Authority BART is managing agency Interagency Transfer from

Caltrans to CCJPA in 1998 Management team of 16

FTE

About Capitol Corridor

Intercity rail line with up to 30 trains a day

Serves Sacramento, San Francisco/Oakland and San Jose

Average rider trip length is 68 miles

1.75 million riders in FFY12 (a new record!)

Customer Tracking System

Customer Tracking System

More Riders = More Bikes

Customer Tracking System

Planning a Solution

January/February 2011 conducted survey of bicycle usage on the Capitol Corridor

Established a Bicycle “Policy” Working Group

CCJPA; Amtrak; Caltrans Division of Rail; and three Capitol Corridor riders (two who use

bicycles and one who uses wheelchair).

Original “Bicycle Access Policy”

Notifying Passengers of the new “Policy” Bikes must be placed/secured in bike rack area. If bike spaces are full, rider must safely put their bike in

an area where it can be secured and not impedewheelchairs or block aisleways.

“Securing” attached with a restraining device. Conductor has final say. Bikes may not be stored in restrooms. If not secured, bike must be relocated or the rider shall

take another train which has sufficient storage space. February to May 2012 – Red tag improperly stored

bikes June 2012 – Enforce the policy

Rider Response

Commented on CCJPA

Emailed members of the CCJPA board

Posted rumors on social mediasites

Growing Image Problem

Four known negative incidents

Lack of front-line buy in Anonymous letter to

newspaper Comments to riders

Declaring an “Image” Crisis

Ruining the Capitol Corridor image. Media, Riders, Bicycle community,

and Environmentalists

Threatened ridership loyalty and/or future riders

Passenger Platforms

Community Response

Cross Link Platforms

First Retrofit

Caltrans modified 14 train cars

Passengers appreciate knowing we listen!

Tangible Changes

Timeline

Year

Action Summary

2008

Economic boom/bust; high ridership and gas prices drive bicycle use growth

2009

Bicycle growth stays high/grows with on-train storage issues (in aisles, in bathrooms ETC

2010

CCJPA staff creates a Bicycle Plan Ad Hoc Committee: Bike and ADA advocates

2011

March survey of bicyclists on the train; 2012 STIP funding programmed for at-station facilities; Enforcement announced without feedback ETC

2012

February: CCJPA Board Bicycle Policy adopted; Correction cards developed for handout in April; $25K in Funding for at-station solutions; Nov/Dec Mode of Access Survey and draft Bicycle Access Plan

2013

February: Implementation of CCJPA Bicycle Access Program

Solution Summary Project Benefits Target Demographic1

Bicycle Sharing

Supporting local communities considering bicycle sharing, when ready, install bicycle share pods at stations, and promote mega-regional cohesive bicycle sharing.

Reduced on-train bicycles Increases last mile access in

origin/destination community

Trip compatibility with secure bicycle program

Supports mode shift to bicycling

All in or going to participating communities

Secure Bicycle Storage

Installing a cohesive and coordinated system of secure bicycle storage facilities (bicycle lockers or secure bicycle cages) that are based on electronic card access policies established by CCJPA.

Reduced on-train bicycles Trip compatibility with

bicycle sharing Supports mode shift to

bicycling Improved at station bicycle

security

Existing and future bicyclists using the train

Folding Bicycle Rental

Installing a membership–based folding bicycle rental system (akin to city car-share programs) at select Capitol Corridor stations initially, station expansion based on utilization.

Reduced on-train full sized bicycles

Promotes complete train/bicycle mobility for trips

Supports mode shift to bicycling

Greater space utilization

Existing and future train riders, and existing bicycle/train riders

1. Analysis of the future 2012 MOA results (see Error! Reference source not found. Error! Reference source not found.) will be used to fine tune the target demographics

What we learned

Get in front of the issue Stay on message Use every available

resource Identify weaknesses in

your initiative Actively address those

issues e.g. Training

Cross link platforms Focus on solutions

Facebook.com/capitolcorridorTwitter.com/capitolcorridorYouTube.com/capitolcorridor