las metro 15media.metro.net/board/items/2011/01_january/20110127...las ansltes ceunty one...

$: Las Metro 15media.metro.net/board/Items/2011/01_january/20110127...Las Ansltes Ceunty One Cste\vttuoy Plaza 213.972 30#0 'Fet @ Metropalitan Transportation Authority Los Angeies, CA$
Las Ansltes Ceunty One Cste\vttuoy Plaza 213.972 30#0 'Fet Metropalitan Transportation Authority Los Angeies, CA 90012-2952 metr

@ Metro 15 OPERATlONS COMMITTEE

JANUARY 20,201 1

SUBJECT: BUDGET AMENDMENT FOR THE DODGER STADIUM

ACTION: AUTHORIZE BUDGET AMENDMENTS

RECOMMENDATION

he Chief Executive Officer to make appropriate amendments to the Y2012 budgets to increase the operating budget by up to $300,000

g is obtained for Dodger Stadium Express service during the eason (April - October 201 1). EO to amend future fiscal year budgets if grant monies are

The Dodger Stadium Express service instituted in 201 0 was funded by a grant from the Mobiie Source Air Pollution Reduction Review Committee (MSRC). This service was extremely successful both in increasing transit ridership and reducing traffic congestion in the downtown area. MSRC funding is being sought to repeat this service in 201 1 and build on last year's success. Based on last season's success and public inquiries about scnrim far this season, the service is likely to carry more than 120,000 riders during the 20"1 baseball season (Attachment A).

DISCUSS1ON

In partnership with the MSRC, MTA launched a joint demonstration project last year to establish regular service between Union Station and Dodger Stadium for every home game during the 201 0 baseball season.

The Dodger Stadium Express proved to be an attractive service to many new riders. Operating on 83 dates from April through early October, the service drew a total of 122,273 boardings. Of great significance, 60% of the riders surveyed said they used transit to reach Union Station, meaning the Dodger Stadium Express not only provided a mnvenient way for fans to reach the games, but prompted more than 73,000 trips on other MTA bus and rail lines, as well as Metrolink and Amtrak. As a result, the Dodger

Stadium Express helped to reduce thousands of vehicle miles traveled and car emissions, bussing baseball fans from throughout Los Angeles and other counties such as Orange, Riverside, San Bernardino, and Ventura. Some fans came from as far away as Santa Barbara, San Diego, and even New York City.

MTA promoted the service extensively through on-board materials, restaurant cross- promotions, the metro.net website, twitter messages and mentions in Metro Briefs newspaper ads. The Dodgers contributed extensive in-stadium advertising as well as on-air promotion of the service during broadcasts of the games. Attachment B details the promotion and results of the service.

The Dodger Stadium Express was made possible in 201 0 in part by a Clean Transportation Funding grant from the MSRC. With an audience that has already proven its willingness to embrace this service, the Dodger Stadium Express would likely draw more riders than it did last season if provided in 201 1.

FINANCIAL IMPACT

Efforts also have been made to seek funding through advertising partnerships; however, due to economic factors affecting the advertising industry, funding is not likely to be found through this means. Therefore, funding from the MSRC is being sought with an application for at least $300,000 grant to be submitted in February 201 1 in anticipation of an award in March. The grant will again be used to market and promote the service, and to off-set the cost of fares for passengers possessing a Dodger ticket. Without this funding it will be highly unlikely that the Dodger Stadium Express service will be operated during the 201 1 baseball season without negatively impacting the operating budget.

ALTERNATIVES CONSIDERED

The alternative would be to not amend the budget to provide Dodger Stadium Express service during the 201 1 season. This is not recommended because if the MSRC funding is awarded, it could only be used for the Dodger Stadium Express service.

ATTACHMENTS

A. Dodger Stadium Express - 2010 Ridership Summary B. Dodger Stadium Express Communications Plan - November 2010

Funding for 201 1 Dodger Stadium Express

Chief Operations Officer

Matthew ~dymond Chief Communications Officer

Arthur T. Leahy Chief Executive Officer


ATTACHMENT A

Dodger Stadium Express - 2010 Ridership Summary

I April May June July August September October


l NTRODUCT ION

MARCH Website Press Release Car Card Metro Brie$ Bus Bay Kiosk Sign Marketing Data

APRl L Dodger Stadium Express Take One Metro Monthly Take One Promos on Red/Purple Line Station Monito~s Transit Video Spot Messages on Wold Vinyl Banner Wayfinding Signs Union Station Alameda Exit Monitor Bus Bay Standing Sign Return Service Car Card Marketing Data

M A Y Union Station East Portal Monitor Marketing Data

J u N E Dodgers Dining Discounts Brochure Segments on Cable Television Marketing Data

JULY Dodgers Dining Discounts Brochure Marketing Data

AU G UST Dodger Stadium Express Take One East Portal Elevator Signage Marketing Data

SEPTEMBER Marketing Data

CONCLUSION

MARCH REPORT

Dodger t i c k is gomi fur the far€!

Union Station is sewed by M ~ t r o l ~ n k , Amtrak and many M e t r o a d municipal bus lines, plus M m o Rail's Red. Purple and Gold l i n ~ s . So it's easy ta I ~ a u f your car

a t home and connect with ths Dodger Stadium Express.

Tn @'an .he &ark ,kit 6r you, use &&e T+p @hnerer w =it 323.CXl.YE?XO

The Dodger Stadium Express is a j o ~ n t demonstration p r c j t a made possiblf by Clean Transportation Funding from the MSRC.

In preparation for the start of service, Communications launched the Dodger Stadium Express website with information on where and when to board the line. Links to the Dodgers' website and game schedule were also included.

A promotional banner on the metro.net home page was also added to draw attention to the new service and website.

MARCH REPORT

Press Release

uy*cpc;mnpl *.-?- March 22, 2010

@ Metro News R ~ c k JagerIMarc L~ttman 4ntmL-2'5 EUl Metro Media Relat~ons

213 922 27071213 922 2700 metro nst/press/piessroom medvatelationr@metro net

FOR I M M E D I A T E RELEASE

Metro To Provide Special Express Bus Service from Union Station to Dodger Stadium during Pre-game and Regular Season 2010 Dodgers Games

Metro d offer Dodger S t a h Express bus sernce from Untm Stabon m downtown Lob

Angeles to Dodger Stahurn b e p m n g Apnl 1 wtth the Dodgers pre game senes and

throughout the regular 2010 baseball season under a gant from the Mobde Source Arr

Po!Juhon Reduchon Rmew Camnuttee (MSRC)

A gan t of S3Cil.000 awarded to Metro by the MSRC was made m support of dean fuel

trans~t service tolink Umon Stahon to Dodger Stahum The MSRC awards fundmgmthm rhe

South Coast Au Basln from a prtlon of the vehrde regstratlon fee set asde for mobde soluce

proleas that result m ermsslon reduchons

Thrs IS great news for the regon and t e d c news for Dodgers fans ' sad Ara Natanan,

C h a of the Los Angeles County Metropol~tan Tranrportabon Authonty Board of Duectors

W ~ t h the vast network of rad and buses sernng Umon Staaon. thu; lust makes perfect sense to

provlde tbxs Id to encourage the use of pubhc trans~t as an altematlve to dnvmg "

The grant f u n k d be used to offset the cost of fares for passengers passessxng a

Dcdgers hcket Semce d be provlded starting 90 rmnutes pnar to the begumng of the games

and d end 45 m u t e s after the end of the game

'Dodgers fans aaoss the county can now avo~d the traffic, save gas and help Improve a

qual~ty by usmg pubhc m s ~ t and our new Dodger Stamum Express bus to get to the game,"

sad Los Angeles Counq Supemsor Mlbael Antonovlb. a South Coast Au Qalrty Management

D~smct representahve an the MSRC and a transxt agency Board member

The Dodg@r Stad~um Express d l b e p at Umon Stahon pldang up Dodgers fans at the

Pamaouras Bus Plaza adjacent to the east p o d of Umon Stahon and conhnue to Dodger

The press release for the Stadium Express launch was sent to media outlets county-wide including daily and weekly newspapers, television, radio and a network o f social media.

MARCH REPORT

Car Card

Car cards in English and Spanish were installed on buses system-wide, promoting the Stadium Express connection from Union Station and the start of service 90 minutes before each game.

MARCH REPORT

Metro Briefs

< " ' b " l p : . m o . i o u , l p,, . . " C i , i

rlL. , 1,;'. F l t L 3 a : .n I*. , ---.:,<. 0..

, n _ n ' l b n . r r ! l . a l . i i . ..

\

b d e s to find something at just about every ~ e t r o RA stop. I For what you save on gas and parking, you can f iord dessert.

Go Metro To Dodger Stadium Take advantage of a winning combination to reach Dodger Stadium this season. Just Go Metro to Union Station and connect with the Dodger Stadium Express. Yodll avoid traffic and help reduce air pollution; and your Dodger ticket is good for the fare! The Dodger Stadium Express is made possible by Clean Transportation Funding from MSRC. For more information, visit metro.net.

Stimulus Funds Provide 50 New Clean-Air Buses

The Dodger Stadium Express sewice was promoted in the Metro Briefs print ads during the months of March, April and May. The ads ran in over 50 publications in seven different languages, updating the public on a range of Metro services, projects and programs.

MARCH REPORT

Bus Bay Kiosk Sign

A sign was installed at the kiosk of Bay 3 at Union Station Patsaouras Transit Plaza to show riders where to board the new service.

MARCH REPORT

Marketing Data

Metro

> introductory Press event at Dodger Stadium - March 22,2010: MSRC, Metro and Dodgers

organizations participated

> Metro Dodger Stadium Express webpage (metro.net/dodgen)

- Pageviews: 3,085 - Unique pageviews: 2,655 - Average time on page: 2:12 - Bounce Rate: 73.94% - Exit Rate: 36.43%

> Promo on Metro website (metro.net) - Rich media web banner ad on Metro home

page which linked to the Dodger Stadium Express webpage.

> Dodger Stadium Express Bus Car Cards (4-Color, English and Spanish)

- installed on all buses system wide

> Dodger Stadium Express Bus Berth Signs (2-Color) - Installed at Union Station bus

berth locations

> Promos in Metro Briefs newspaper ads (Black &White; English, Spanish, Korean, Japanese, Chinese, Tagalog, Armenian; Combined Circulation: 3,247,402)

- LA County: LA Times, LA Downtown News, Our Weekly LA, LA Watts Times, Los Angeles Sentinel, La Opinion, Impacto, Hoy, La Voz Libre, Chinese Daily News, Sing Tao Daily, The Korea Daily, The Korea Times, The Rafu Shimpo, Sereechai News Inc., Asbarez Armenian Daily News, Nor Gyank, Philipine Media, Asian journal Pub, Inc., Asian Pacific News, Panorama, Daily News, Long Beach Press-Telegram, Torrance Daily Breeze, San Gabriel Valley Tribune, Pasadena Star News, Whittier Daily News

- South Bay: Torrance Daily Breeze, Beach Reporter, Palos Verdes Peninsula News, El Segundo Herald, South Bay Combo, Easy Reader, Cardena Valley News

- Gateway Cities: Long Beach Press Telegram, Los Angeles Wave Publication Croup, Downey Patriot, The Compton Bulletin, Los Cerritos Community News, Norwalk Community News, Pico Rivera Community News, Gazette Newspapers, Signal Hill Tribune

- Westside: The Malibu Times, Santa Monica Daily Press, Santa Monica Mirror, Beverly Hills Courier, LA Independent (Hollywood Edition), LA lndependent (West Hollywood Edition), Wave Culver City, Park LaBrea News/Bev Press, The Argonaut, Culver C ity News/Blue Pacific, Culver City Observer, Del Rey News, Santa Monica Observer, lnglewood Today Weekly

Dodgers

> Introductory Press Event at Dodger Stadium - March 22, 2010: MSRC, Metro, and

Dodgers organizations participated

- San Fernando Valley: Daily News, Warner Center News, Valley Vantage, Las Virgenes Enterprise, SVF Sun/El Sol, The Tolucan Times

A P R l L REPORT

Dodger Stadium Express Take One

Communications produced a take one brochure in English and Spanish outlining the hours of operation for the service and identifying the boarding location at Union Station. The Dodgers' game schedule was also included in the brochure, which was distributed throughout the Metro bus and rail system and at Dodger Stadium.

APRIL REPORT

Metro Monthly Take One

/ Go Metro To Dodger Stadium I T& advantage ofa siinniq combmtion to mch Do&= Stadiumthia season. T v J t Go M m o to Union ~ ia&n and mnnect wth the badger Stadium Erpresr. You won't have to figm a f f i c and you% help Rduce nr pollution.

The Dodger Stadium -5s 1e.v- fmm Bay 3 of the Patsaonras b i t Plua at Union Strtbn evov

~ -, 10 minutes, staainp 90 minutes before pmctLrr. retum service k g i u in the seventh inning and cantinucr until 30minuts after the h a 1 out Your s a m h y DDdgertidict is gmd for the fare*: othemke. regular M&o fires apply

Unmn Stabon a ~ m e d by Mehohnk. Amtd11~dmsny M m o and munrnpal bus h e s plm Mem, Rarls Re4 Purple md Gold h e s

The D+er Ssdnrm Expre53 lr a lomt demonsmuon proled rrvdeposnble by Clean Transprtauon h d m g fmmthe Mobde Source Au PaUmon Reduchon Renew Comrmnee (MSRC), hd, k s removed 20 d o n

w.Ib.-_%-_. ---- %-e.--*-d-

The Stadium Express service was featured in the April edition o f Metro Monthly, distributed on board Metro bus and rail. The brochure serves to inform riders o f popular destinations accessible via Metro and related discounts with a Metro pass.

Promos on Red/Purple Line Station Monitors

Promos for the service ran on the rail station monitors o f all Red and Purple Line stations approximately six times an hour.

APRIL REPORT

Transit N Video Spot

Communications produced a video for placement on the Transit N network, telling riders about the new connection and the convenient service to Dodger Stadium. The spot began running in mid-April and ran through the end of September.

Messages on Hold

Patrons calling 1.800.COMMUTE and waiting to speak with a Metro Customer Service Representative were given information on the Stadium Express service through a pre-recorded message.

APRIL REPORT

Vinyl Banner

A vinyl banner installed in the East Portal o f Union Station announced the start o f service and helped direct riders to Bay 3.

A P R I L REPORT

Wayfinding Signs

Wayfinding signs set up throughout Union Station directed riders to Bay 3 o f Patsaouras Transit Plaza.

APRIL REPORT

Union Station Alameda Exit Monitor

Communications placed a directional graphic on the monitor of the Alameda exit to Union Station, pointing riders in the direction of Patsaouras Transit Plaza to access the Dodger Stadium Express. The message was scheduled to run on game days beginning 2 % hours before game time.

Bus Bay Standing Sign

A standing sign was placed at Bay 3, identifying where riders should line up when waiting to board the service.

APRIL REPORT

Return Senrice Car Card

Re&r%nwnricemin ehe*$sxingd contin&& utiiif 45 minutes a % * e W +

a Y$*.,

Car cards installed inside the Stadium Express buses reminded riders o f the hours o f return service to Union Station.

Marketing Data

Metro

> Metro Dodger Stadium Express webpage (metro.net/dodgen)

- Pageviews: 7,487 - Unique pageviews: 6,185 - Average time on page: 216 - Bounce Rate: 67.9% - Exit Rate: 39.88%

> Dodger Stadium Express "Return Service" Bus Car Cards (4-Color, English/Spanish)

- lnstalled on all Dodger Stadium Express buses

> Dodgers Stadium Express Take One Brochure (4-Color, 5-Panels, English/Spanish)

- Distributed on buses and trains system wide

> Dodger Stadium Express Vinyl Banner (4-Color, 21' 4" wide x 6"igh)

- Installed at Union Station East Portal

> Promos on all Red and Purple Line rail station monitors

-The ad ran 6 times per hour, 24 hours a day and 7 days a week

> Way-finding on Red Line Alameda Exit rail station monitor

-The ad ran continuously for 4 hours during game time, starting 2 !4 hours before game time and up to 90 minutes after game time on one unit

> Dodger Stadium Express Service Metal Signage (CColor)

- Placed at Bus Bay 3 at Union Station

> Video spot on Transit N (English and Spanish) - Ran system-wide on buses with Transit TV

monitors at least 14 times each day; once an hour between 6am and 8am

-Weeks of April 12 and April 26,2010

> Promos in Metro Monthly on-board publication (CColor, 7 Panels, English/Spanish)

- Distributed on all buses and trains system-wide

> Promos in Metro Briefs newspaper ads (Black & White; English, Spanish, Korean, Japanese, Chinese, Tagalog, Armenian; Combined Circulation: 2,901,527)

- LA County: LA Times, LA Downtown News, Our Weekly LA, LA Watts Times, Los Angeles Sentinel, La Opinion, Impacto, Hoy, La Voz Libre, Chinese Daily News, Sing Tao Daily, The Korea Daily, The Korea Times, The Rafu Shimpo, Sereechai News Inc., Asbarez Armenian Daily News, Nor Cyank, Philipine Media, Asian Journal Pub, Inc., Asian Pacific News, Panorama, Daily News, Long Beach Press-Telegram, Torrance Daily Breeze, San Gabriel Valley Tribune, Pasadena Star News, Whittier Daily News

- San Gabriel Valley: San Cabriel Valley News Croup, Eastern Croup, Pasadena Weekly, Arcadia Weekly, Monrovia Weekly, Sierra

' Madre Weekly, Temple City Tribune, Pasadena Independent, Mid Valley News

- South Bay: Torrance Daily Breeze, Beach Reporter, Palos Verdes Peninsula News, El Segundo Herald, South Bay Combo, Easy Reader, Cardena Valley News

- Gateway Cities: Long Beach Press Telegram, Los Angeles Wave Publication Croup, Downey Patriot, The Compton Bulletin, Los Cerritos Community News, Norwalk Community News, Pico Rivera Community News, Gazette Newspapers, Signal Hill Tribune

> Promos on Telephone Messages on Hold

> Dodger Stadium Express Way-Finding Signage (2-Color, 2-sided)

- Placed along entry points at both ends of Union Station


- Installed on all buses system wide

> Dodge: S t a d : u s ~ txpsess 3 2 s Berth SIgns (2-Ccisr) . .

- i..sta [ed 2: 6.7:~:: St&.lirr j;s be:;? ~catio.is

Note: All items in grey are on-going materials picked up Jrom the previous month.

APRIL REPORT

Marketing Data continued

Dodgers

> MSRC Night at Dodger Stadium - April 1,2010: MSRC, Metro and Dodgers organizations participated

- Board Supervisor Mike Antonovich threw the first pitch

> Five (5) to seven (7) advertising spots per week during both English and Spanish radio broadcasts of the games

> Ad in "Dodgers Magazine" - Distributed (for sale) in Dodgers Stadium

>Ad in "Playbill" - Distributed (free) to cars driving into

Dodger Stadium

> Promo advertisement in the LA Times and La Opinion (Black & White; Combined Circulation: 935,586)

April Ridership

> Video spot on Dodgervision at least once per game (pre-game)

> Dodger Stadium Express webpage on Dodgers website (http://losangeles.dodgers.mlb.com/ la/ballpark/public-transportationjsp)

> Mention of Dodger Stadium Express in e-blasts to Dodger registered users

> Mention of Dodger Stadium Express in reminder e-mails sent to individual ticket holders several days prior to each game

> Dodger Stadium Express ads on platform kiosks at Union Station

> Supergraphics produced, installed, and displayed on nine (9) Metro buses to help identify the service

Saturday 3 Apr 533 531 1,064 7

Wednesday 14 Apr 61 8 472 1,090 9

Friday 16 Apr 969 883 1,852 11

Sunday 18 Apr 1,261 1,282 2,543 11

f hursday 29 Apr 743 677 1,420 9

MAY REPORT

Union Station East Portal Monitor

A directional graphic was placed at the East Portal exit to the RedIPurple Line and began displaying 2 X hours prior to game time and up to 90 minutes after game time.

Marketing Data

Metro

> Metro Dodger Stadium Express webpage (metro. net/dodgers)


> Video spot on Transit TV (English and Spanish) - Ran system-wide on buses with Transit TV monitors at least 14 times each day; once an hour between 6am and 8am

-Weeks of May 3, May 17 and May 31,2010

> Promos in Metro Briefs newspaper ads (Black &White; English, Spanish, Korean, Japanese, Chinese, Tagalog, Armenian; Combined Circulation: 2,710,027)

- LA County: LA Times, LA Downtown News, Our Weekly LA, LA Watts Times, Los Angeles Sentinel, La Opinion, Impacto, Hoy, La Voz Libre, Chinese Daily News, Sing Tao Daily, The Korea Daily, The Korea Times, The Rafu Shimpo, Sereechai News Inc., Asbarez Armenian Daily News, Nor Gyank, Philipine Media, Asian Journal Pub, Inc., Asian Pacific News, Panorama, Daily News, Long Beach Press-Telegram, Torrance Daily Breeze, San Gabriel Valley Tribune, Pasadena Star News, Whittier Daily News

- South Bay: Torrance Daily Breeze, Beach Reporter, Palos Verdes Peninsula News, El Segundo Herald, South Bay Combo, Easy Reader, Gardena Valley News

- Gateway Cities: Long Beach Press Telegram, Los Angeles Wave Publication Group, Downey Patriot, The Compton Bulletin, Los Cerritos Community News, Norwalk Community News, Pico Rivera Community News, Gazette Newspapers, Signal Hill Tribune

> Wafinding on Red Line East Portal Exit rail station monitor

-The ad ran continuously for 4 hours during game time, starting 2 % hours before game time and up to 90 minutes after game time on one unit

Note: All items in grey are on-going materials picked up from the previous month.

Dodgers

MAY REPORT


Promo advertisement in the LA Times and La Opinion (Slack &White; Combined Circulation: 935,586j

> Video spot on DodgerVision at least once per game (pre-game)

> Dodger Stadium Express webpage on Dodgers website (http://iosange.eies.dodgen. mIb.com/ la/ballpark/pbltrnsportationJsp)

May Ridership

> Mention of Dodger Stadium Express in e-blasts to Dodger registered users

> Mention o f Dodger Stadium Express in reminder e-mails sene to individual ticket hotders several days prior to each game

> Dodger Stadium Express ads on platform kiosks at Union Station

> Dodger Stadium Express supergraphics displayed on nine (9) Metro buses to heip identify the sewice


1 May 550 548 1,098 9

Sunday 2 May 492

Tuesday 4 May 849

Wednesday 5 M q 468

f hursday 6 May 448

Friday 7 May 598

8 May 626

Sunday 9 May 641

17 May 327

Tuesday 18 May 935

Wednesday 19 May 41 5 397 81 2 7

f hursday

Saturday

20 May 492

21 May 97 9

22 May 703

Sunday 23 May 8 79 890 1,759 ! 0

Monday 37 May 654 695 9,349 10

J U N E REPORT

Dodgers Dining Discounts Brochure

5pecidG32c Shwyour nlid MAm pars or Mbm Rail "&OBLr; Ylo.~rddMeuoprrrorMehh Raltir*ei

ticketwhen you dine before the gameand r-rr r* of ~ , " u ~ ~ ; " m ~ ~ l ~ ~ , " n ~ ~ ~ % ~ ~ ; " w v-,..~.,.:~ h;,,

Communications produced and distributed a Dodgers Dining Discounts brochure in English and Spanish listing pre-game specials and deals at popular restaurants near Metro Rail stations. The exclusive offers could be redeemed by showing a Metro pass or rail ticket.

The brochure was also made available on the Metro Dodgers website.

Segments on Cable Television

Metro Motion, Metro's quarterly cable n/ show, featured an interview with LA County Supervisor Michael Antonovich where he discussed his support for the new service. Metro Motion runs on nearly 80 stations in LA County and is featured on YouTube as well as metro.net.

The same interview also ran on Metro Focus, a television program that runs on LA36 and provides news on LA County's five districts.

JUNE REPORT

Marketing Data

Metro

> Metro Dodger Stadium Express webpage (metro. net/dodgers)


> Dodger Stadium Express Restaurant Take One Brochure (4-Color, 5 Panels, English/Spanish)

- Distributed on buses and trains system wide - Distributed at 3 Metro Customer

Center locations - Distributed at each o f the four restaurants

featured in the brochure

> Segments on Cable Television - Ran on 80 stations (Metro Motion) and

on LA36 (Metro Focus)

> Video spot on Transit TV (English and Spanish) - Runs system-wide on buses with Transit TV


- Week o f June 7,201 0

> 'W2finding oi? Red Line East Po:taZ Ex? rai: sratron monitor

- The ad rsns ~ont i i luo~siy for 4 n o ~ r s during gaTe time, starting 2 )/2 hours before game rime and up eo 90 minutes after game time O Y one unit

> Dodger Stadium Ex?ress "Zetzrn Service" Bds Car Cads (4-Color, Engi'sR/Span's'lj

- iostailed on alt Dodger Stad'uq Express 2uses

> Dodgers Stadium Express Take One Brochure (4-Color, 5-Panels, EnglishjSpanish)


> Dodger Stadium Express Vinyl Banner (4-Color, 7 7 ' 4'' wide x 6' [IlgPj - .

- icstaEled at Lnion Starion East Fortai

> Promos on ail Red and Purpie L i i ~ -a:! statio? monitors

-> - : r e aa ran 6 times per hour, 24 ;?o~.-s a day

2,-c i days a week

> Dodger Sxadium Express Service Metal Signage (4-Color)

- Piaced at %us Bay 3 a: Uzlon Station

> Promos or Te:ephone Messages orr Hold

> Dodger Sradium Express Way-Finding SIg~age (2-Color, 2-sided)

- Placed a b g entry points at both ends of Union Station


- Instailed on all buses system wide

> Dodger Stadium Express Bus Berxh Signs (2-Coior) - Instailed at Union Station bus berth iocations

> Promo 00 Riletro websire (metro.net) - Rich media web banner ad on Metro home page

which finked to the Dodger Stadium Express w e b ~ a g e

Note: AN items in grey are on-going materials picked up from the previous month.

Dodgers

> Five (5j to seven (7) advertising spots per week during both English and Spanish radio Sro-d a casts of the games

> A d in "Dodgers Magazine" - Distributed (for sale) ir! Dodgers Stadium

> Ad in "Piaybill" - Distriouted (free) to cars diivit7g irto

Dodger Stadiuw

> P ~ o m o advertisement io the LA Times and La Opinion (Black EL White; Combined Circulation: 935,5861

> Video spot on Dodgeflision at least once per game (pre-game)

> 2odger Radium Express webpage on Dodgers webs ite {http:///osangc;cs.dodgers.mlb.rom/ba/ baIbpwrk;:t7ubli~-fransportai;o~.jsp)

> Yentiorl of Dodger Stadium Express ii-i e-biasts t9 Dodg5r registered zsers



june Ridership

%=day-

Wednesday

Thursday

Riday

satu dq

Sunday

Manday

Tuesday

Wednesday

Riday

Saturday

Sunday

Riday

Saturday

Sunday

9 jun

'33 jun

12 jkan

jULY REPORT

Dodgers Dining Discounts Brochure

- 3 r_i Show your valid hlerra or Msro R a ~ l :..r u xm S h a x p u r valbd M m o ~r w Meiro Rat1 ticker and recese 20% offyour enure meal .her and m r v e 19 offywr btll (adu&o% almhollc

, t a r, Go to C h z n m n Strruon bmd the beverage) om d8dlne.m ortakwut wders

M N ~ Gold hnc tow& Eod L4 En: lit Unmn Strrtion ,,*-r - r* , r - Go to fh St/MeM Gmer Swon, pro Env3 ofthe Porvlovmr Tmmd Plom ond bmd Un bard Un Mmr, R d or Rnpk hnc mmr& Unlan SMlon Dodger Smdtum &?ma Ear at unmn SWOR go to by 3cfthe htyloumr T m m

Phm and bard Un DodguSDdturn bnn

A second dining brochure was produced listing offers with local favorites such as Ciudad, Homegirl CaM and Maria's Italian Kitchen. The brochure presented Metro as a convenient and affordable way to save on dinner and parking when going to a Dodgers game.

IULY REPORT

Marketing Data

Metro

> Metro Dodger Stadium Express webpage (rnetro.net/dodgen)


> Promos on all Red arid Purple Line rail station monitors

-The ad ran 6 times per hour, 24 hours a day and 7 days a week

> Dodger Stadium Express Sewice Wleta! Signage (4-Color)

- Placed at Bds Bay 3 at Union Station

> Promos on Telephone Messages on Hold

> Dodger Stadium Express Restaurant Take One > Dodger Stadium Express Way-Finding Signage Brochure, Issue 2 (CColor, 5 Panels, (2-Color3 2-sided) English/Spanish) - Piaced along entry points at both ends of

- Distributed on buses and trains system wide Cla7ion StatLon - Distributed at 3 Metro Customer

Center locations > Dodger Stadium Express Bus Car Cards (4-Colo~

- Distributed at each of the four restaurants E~glish and Spalish)

featured in the brochure - Instalied on all buses system wide

> Promos in Metro Briefs newspaper ads (Black & > Dodger Staciurn Express E:is Berth Signs (2-Coior)

White; English; Combined Circulation: 360,087) - installed at Union Station bus berth locations

- San Fernando Valley: Daily News, Warner Center > Metro website (mztro.net) News, Valley Vantage, Las Virgenes Enterprise, - Rich media web banne: ad on Metro home SVF Sun/El Sol, The Tolucan Times page which linked to the Dodger Stadium

> v'ideo spot a? T.rars;ti76 {Erg'lsh acd Spanis-) Express w e ~ o a g e

- Runs system-wide on buses with Tra-sit Tk/ Note: All items in grey are on-going materials picked up monitors at ieast 14 times each day; once an from the previous month. hour between 5am and 8am

> Segments on Cabie Television - Ran on 88 stations (Metro Motiovf and

o r LA36 (Metro Focus)

> Wayfinding on Red ii-se East Portal Exit rail starion monitor

- The ad ra7 conti-:uo~s~y far 4 A o ~ r s dgring game time, starting 2 X hours before game time and up to 90 minutes a6er game time on one unit

> Dodger Stadium Express "Rettirn Service" Ebs Car Cards :4-Coior, EnglishjSpanish)

- insta!led o-: a,/ Dodger S-adiurn Express buses

> Dodgers Stadium Express Take One Brochure (4-Coior, 5-Paneis, Ecglisl? jSpaniskf

- Distributed o?: h s e s and trains system wide

Dodgers

> Five (5) to seven (7) adverrising spors per week during both Errgiish and Spanish "adlo h a d c a s t s of the games

> Ad in "Dodgers Magazire" - Distributed (for saie) in Dodgers Stadium

> Ad in "Playbill" - Distributed (free) to cars driving into

Dodger S t a d i ~ m

> Promo adver t i se~ent In rhe LA Tines and La Opinion (Black & White; Combined Circtriarion: 935,586)

> Viaeo spot on 3odge-Visior at ieasr once per game (pre-game)

> 30cger Sradiur Exs~ess V'nyi Banner (4-Coior, " ' 8 A" I - ~ ; d e x 5 ghLI: > Dodger Stad arr Ex>-ess web2age o r

- "sta ed a: 2- 21 Star'or East 7oF:ai Dodgers weisrte (hssp://josange/es.~odgers. m/;r.cur.r; la/5-nr~iparkk/yJ~'b:ic-tmnspo~-tati~v!jsp~

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%.$ .!.! '2, 2 " 'J' (I. 'O cn 11'

:(! .!.> 1.81 t i ' . I 1 ;.; .,,. + c , r: (3. a> a; C4 h . , . !" S,). 1, o; $ 1 .L

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A U G U S T REPORT

Dodger Stadium Express Take One

In conjunction with the airing of radio spots promoting the service on KHJ AM, the Dodgers Spanish-language radio station, Communications reprinted the Stadium Express take one for distribution at home games.

AUGUST REPORT

East Portal Elevator Signage

Signs installed in the Patsaouras parking structure directed patrons to use the East Portal elevators to access the service.

AUGUST REPORT

Marketing Data

Metro

> Metro Dodger Stadium Express webpage (metro.net/dodgers)

- Pageviews: 3,518 - Unique pageviews: 2,918 - Average time on page: 2:37 - Bounce Rate: 60% - Exit Rate: 45.1 1 %

> Dodgers Stadium Express Take One Brochure Reprint (4-Color, 5-Panels, English/Spanish)


> Dodgers Stadium Express Patsaouras Plaza Parking Wayfinding Signage (4-Color, 5-Panels, English/Spanish)

- Signage placed throughout parking structure (on all four parking levels) guiding the public to the Dodger Stadium Express on Bus Bay 3

> 'cCgE.- Srac[;,.; >B7vE1sS L i ~ , ~ ~ d r c S f y : ~ e ' ' gL:s fa- C".,JC ',;_,-- . . r - : ~ , . . . ~

-i -1 7 -...r.: zv"g..s- >;; -.~S"l

. c ' - - . - >;-; - - - ,.C. , - - l - e - - - - - - - ,. --- . - 5 ...I,, S3.2 _ i _ r . ) - - b


Dodgers

> 'kfia.oo 539: a-. 3::05ger-'~':si~ I a.: leas!: once per gar%@ (pre-$axel

AUGUST REPORT

Marketing Data ~ontinued

> Mention of Dodger S?adiurn Express in reminder e-mails sent to individual ticket holders several days prior to each game

> Dodger S tad i~m Ex2ress ads on platform kiosks at Union Station

> Dodger Stadium Express supergraphics displayed on nine (9) Metro buses to help identii), the service


August Ridership

Tuesday 3 Aug 5 78 580

Wednesday 4Aug 1009

Thursday 5 Aug 762 729 1,491 9

6 Aag 768 781 7,549 8

Saturday 7 Aug 649 63 1 1,280 8

Tuesday 17 Aug 939 948 1,887 11

Thursday 19 Aug 625 601 1,226 8

Saturday 21 Aug

Sunday 22 Aug

Monday 30 Aug 700 6 74 1,374 8

SEPTEMBER REPORT

Marketing Data

Metro

> Metro Dodger Stadium Express webpage (metro.net/dodgers)


> Dodgers Stadium Express Patsaouras Plaza Parking \Yayfkding Signage (4-Color, 5-Panels, English/Spanish)

- Signage placed throughout parking st*ucture (on all four parking ieveisf g~ i d i ng the public to the Dodger Stadium Express on Bus Bay 3

> Video spot on Transit Pv' (English and Spanish) - Ran system-wide on buses with Transit T\i


> Wafinding on Red Line East Portal Exit rail station monitor

- i h e ad ran continuousiy for 4 hoiars dx i ng game time, starti-g 2 1/2 hou~s before game time and up to 90 minutes after game time or: one unit

> Dodger Stadium Express "Returr, Service" Bcs Car Cards (4-CoQoq, EnglishlSpanish]

- installed on all Dodger S t a d i u ~ Express buses

> Dodgers Stadium Express Take Oce Efrorh re (4-Color, 5-Panels, Engiish/Spaniski)


> Dodger Stadium Express Viny! Eawer (4-Coior, 21' 4" wide x 6' high)

- instalied at Union Station East Portal

> Prornos on a11 Red and Purple Line rail station monitors

-The ad ran 6 times per hou: 24 hours a day a d 7 days a week

> Dobget- Stadium Express Sewice Nietai Signzge (4-Color)

- Placed at 8;s Bay 3 at t n ' z r Statior

> P r c ~ a s 3 r Te~epno?e Messages on Ao s

> Dodger Stadium Express Way-Finding Signage (2-CoIog, 2-sided)

- P!aced along entry points at both ends of Union Station

> Dodger Stadium Express BLS Car Cards (4-Color, Eng!ish arid Spanish)

- installed on ail buses system +/id€

> Dodger Stadium Express Bus Berth Signs (2-Color) - icstailed at Union Station bus berth locations

z 3i*orqo 3 3 btetro website jmztro.net) - Rich r e d i a web bafiner ad on rv'etro hove

page tv!-ich linked to tize Dodger Stacli~m Express webpage


Dodgers

> Five (5) to seven (7) advertising spots per fleck =i~:ir;g 5 o t ~ E~gJisn a ~ d Soaqish radio brsadcssts ofme games

> Ad in '3odge.s Magazine" - aistributed {for sale) in Dodgers Stadiuv

>Ad iri "Pkaybilf" - Dist-Lbuted (free) to cars driving into

Dodger Stadium

I , ~es a m s > ? r ~ m o adverrisewent in the LA Tiw La Opin'o- (Black &White; Combined f irculation: 935,556)

> Video spot on DodgerVision at least once per garre (pre-ga~e)

> Dodger Stadium Express webpage on Dodgers website jhttp://bsange/es.dodge~~.rn!b.~om/ia/ bailpark/public-transportationjsp)

> Eclerrtios oFDodger Stadium Express in e-blasts TO

Ddge r registered users

> Men~lon cf Dodger Stadidwl Express ~n reminder e-rz',s senr to ~rdividsar tic& hoiders severai ciavs p:io- xc ezcr gamo

SEPTEMBER REPORT



Septem bev Ridership

Friday

Sunday

Tuesday

5 Sep

3 s Sep

1 E; Sep

Service continued in October and ended on the 3rd. There were 3,714 boardings during this time.

las metro 15media.metro.net/board/items/2011/01_january/20110127...las ansltes ceunty one...

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