AN ANALYSIS OF PUBLIC TRANSPORTATION TO ATTRACT NON-TRADITIONAL TRANSIT RIDERS IN CALIFORNIA : FINAL REPORT

This report describes a study that was conducted in order to determine how to increase ridership on transit in California. The primary objectives of the study were to identify customer expectations and needs regarding transit and to develop strategies to increase ridership. The study involved a review of transit marketing literature, a household survey of over 3,000 California residents, and focus groups among transit agencies and regional transportation planning agencies. A Geographical Information System (GIS) program was used to identify locations in the state with the best potential for attracting transit riders. Results from the study show that improvements need to take place in service and operations performance, marketing, and public policy. The report concludes with 24 project recommendations for the California Department of Transportation (Caltrans) to assume with transit agencies and regional transportation planning agencies. The recommendations range from coordination and planning, market investigation and data analysis, and statewide strategies and programs.