visiting the downtown area. In addition to the rack card, IndyGo also accomplished other various promotional tasks. The agency dedicated an entire section of its website to Super Bowl information on detours, how to ride, as well as the more popular destinations on all routes. IndyGo announced information in social media, through paid advertising and on-bus announcements, as well as multiple press releases. Customer service representatives completed online Super Service training as well as learned all detours and special plans in advance. With funding through a federal Congestion Mitigation Air Quality (CMAQ) grant, the agency was able to offer free rides on the local fixed-route service and ADA paratransit service on the day of the Super Bowl, and the three days leading up to the Big Game (Feb. 2-5). The free rides IndyGo was able to offer added further incentive to reduce congestion during estimated peak days and boosted ridership. While it was an honor to be a host city for the Super Bowl, I am most proud of our agency’s efforts leading up to and through this year’s game. The intensity of the crowds required additional planning to better prepare not only our daily passengers, but also volunteers, commuters and visitors who utilized public transportation during the Super Bowl. BR Mike Terry serves as president and CEO for Indianapolis Public Transportation Corporation, dba IndyGo, Indianapolis, IN
BUSRide
March 2012
21