1 Implementing a Veterans Fare AKA: Rebranding a Discount

2 Background BUS AND PARATRANSIT SERVICE San Bernardino Valley (SoCal)14 million annual ridership Large VA Healthcare Complex Local Routes New sbX BRT OmniGo Circulator ADA Service Other agencies

3 Background Spring 2014: Summer 2014: First Reaction: No! Unnecessary!SRTP approved, September fare change Summer 2014: Neighboring transit agencies – Vet Fare Local Veterans Advocate First Reaction: No! Unnecessary! Senior/Disability Discount U-Pass program for College Vets

4 Background Advocate: 2-1-1/VetLink (United Way) Politicians  VeteransCEO a Marine Osvaldo Maysonet, M.S. 211 Access & Mobility Coordinator Marine Veteran "Retreat? Hell, we just got here!" Captain Lloyd W. Williams, USMC, WWI

5 Fare Structure Full Fare Youth ( 18) Senior/Disability/MedicareGo Smart College (U-Pass) program Senior/Disability/Medicare “Half Fare” Measure I Subsidy ($ $0.10/trip) Potential Revenue Impact: $25-50K

6 Rebrand/Repackage

7 Rebranding/Repackaging a discount “half fare”Negative vs. Positive connotations Senior = Old, Worn Out (forgotten?) Disabled = Damaged, Broken (PTSD) Military: cause of disability Veterans Discount = Pride Deserving honor, recognition Instead of a handout Veteran-Friendly Service

8 Process/Timeline July: Public Comments by Veterans AdvocateAug: Proposed Vet Fare Policy to Board Active duty military, police, fire Sept: Public Hearings Oct: Board Approval, Order Passes Nov: Marketing Campaign Prep Veterans Day Promo Dec: Outlet notification/stocking Fare box re-configuration Jan. 5: LAUNCH!!!

9 Veterans ID Proof of eligibility? Vets Ride Free on Vets DayCounty Discount program Vets Ride Free on Vets Day Promote Need for ID Preview Vet Fare in January

10 Promotion Launch Campaign Veteran Images: Patriotism and PrideSaluting Those Who Served Tactics: Daily/Weekly Newspaper, Radio, Online Social media, Newsletters Omnitrans Assets: Schedule Book, Bus Cards, Shelters, Buses

11 Promotion

12 Promotion Full Side Bus Ad 2 buses, one for each divisionUsed Production Credit (Lamar Contract) AdWheel Award!

13 Kick Off Event VA HospitalBrief ceremony, speakers, partner info tables Bus Back Drop, Pass Poster Pass Donation to VA Program County ID card

14 January 5, 2015 VA Medical Center in Loma LindaVeteran Fare Kickoff January 5, VA Medical Center in Loma Linda

15 Results Ridership Veterans = 5.8% of populationProjected: 0.3% of trips, (RTA experience) Actual: 1.2% of trips in Year 1 or 159,753 rides CY2015 Total ↓11.5% S & D + Vet: ↑0.4%

16 Results Improved partnerships VA Healthcare County Veterans AffairsVetLink/211 Board Positive Image Veterans Omnitrans

17 THANK YOU!!! CONTACT: