Performance Driven External Affairs Q1 Performance Measures | FY 2012-13
Q1 ► ► ► PopUpBannerA_3.pdf
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Celebrating Bus Transit in Orange County!
Table of Contents
External Affairs Division Goals.. ........................................................... 1 Executive Summary............................................................................... 2 PROGRAM DETAILS BUS TRANSIT Bus Public Information . . ........................................................................ 7 OC Fair Express....................................................................................... 9 Youth Summer Bus Pass........................................................................1 1 Prepaid Pass Sales . . ...............................................................................1 3 Community Outreach............................................................................1 5 METROLINK Metrolink Weekends Summer 2012 ...................................................1 8 Angels Express . . .....................................................................................2 0 2012 Ocean Festival. . .............................................................................2 2 RIDESHARE/VANPOOL Vanpool Program...................................................................................2 4 CAPITAL PROJECTS West County Connectors......................................................................2 7 I-405 Improvement Project..................................................................2 9 O.C. Bridges. . ...........................................................................................3 1 SR-57........................................................................................................3 3 SR-91........................................................................................................3 5 I-5 Central County Improvement Project. . .........................................3 7 I-5 South: Avenida Pico to San Juan Creek Road..............................3 9 I-5 South: SR-73 to El Toro Road..........................................................4 1 GENERAL COMMUNICATIONS Media Relations. . ....................................................................................4 2 Digital Communications.......................................................................4 4 Small Business Outreach.. .....................................................................4 7 Public Committees. . ...............................................................................4 9 Special Projects and Speakers Bureau.. ..............................................5 1
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External Affairs Q4 Performance Measures
External Affairs Division Goals External Affairs areas of responsibility include community and media relations, strategic communications, marketing, and customer engagement. Division goals are to: •• Provide Orange County Transportation Authority (OCTA) customers and stakeholders with quality, cost-effective public information that enhances awareness of services and programs, encourages use, supports transparency in government, and creates positive perceptions of the agency •• Ensure two-way communication between OCTA and its customers and stakeholders by listening, sharing, recording information, and responding to public comments •• Encourage and engage the public to participate in planning and capital project development •• Promote alternatives to single-occupant vehicle travel •• Administer and grow revenue-generating programs such as the bus advertising program, bus book sales, and prepaid fare media program •• Provide communications support to Board of Directors (Board), Chief Executive Officer, and Strategic Plan initiatives
External Affairs Q1 Performance Measures July 2012 - September 2012
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External Affairs Q1 Performance Measures
Executive Summary Overview The Orange County Transportation Authority External Affairs Division is involved in creating awareness, engaging the public in the development of transportation projects and services, promoting alternatives to the single occupant vehicle, and augmenting traditional transportation revenues. In 2010, the division began to formally track progress using a set of performance measures. This report provides an update on divisional activities and progress for the first quarter (Q1) of fiscal year (FY) 2012-13, the period July 1, 2012 through September 30, 2012. The External Affairs Performance Measures Report is available online at: www.octa.net/eaperformance BUS TRANSIT AT A GLANCE HIGHLIGHTS
OC Fair Express The OC Fair Express provided direct service to the OC Fair, allowing fair attendees a trip without traffic and parking hassles. Boardings of the special service increased by 80 percent over the prior year, with more than 46,000 boardings. The OC Fair Express also introduces new riders to OCTA bus service – more than 50 percent of riders had never used OCTA’s buses before.
Summer Youth Pass Sales of the three month youth bus pass continued to recover following several years of service cuts. The number of passes sold increased by 54 percent compared to the prior year.
Text4Next Bus Messaging Service Text4Next, which provides bus schedule information via cell phone text message, sent more than 920,000 text messages in Q1 – an increase of 16 percent over the same quarter the prior year.
eBusBooks Downloads of the free, customizable eBusBook increased by 8 percent in Q1 compared to the same period the prior year. The program continues to grow with more than 33,400 eBusBooks downloaded in Q1.
Prepaid Pass Sales OCTA continues to work with retail vendors to increase the availability of prepaid fare media, which increases both customer convenience and transit ridership. Total prepaid fare revenues increased by 3 percent in Q1 compared to the same period the prior fiscal year.
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External Affairs Q1 Performance Measures July 2012 - September 2012
External Affairs Q1 Performance Measures
Executive Summary METROLINK MARKETING AT A GLANCE HIGHLIGHTS
Metrolink Weekends A Metrolink system-wide $10 weekend pass was introduced in summer 2011. A marketing program for the returning pass contributed to a 40 percent increase in weekend ridership on the Orange County and Inland Empire / Orange County Metrolink rail lines.
Angels Express (2012 Season) The 2012 season of the Angels Express was a home run, with a 84 percent increase in boardings compared to the 2011 season. The 2012 season had more than 37,800 boardings attending Anaheim baseball games. An onboard survey of 187 respondents found that 47 percent had never used Metrolink weekend service; 98 percent said they would take Metrolink again.
RIDESHARE / VANPOOL / BICYCLE AT A GLANCE HIGHLIGHTS
Vanpool Program growth continues to exceed long term estimates; grant fund revenues from the program support OCTA bus capital projects and offset program costs. The number of active vanpools increased by 15 percent in Q1, growing from 374 vans in FY 2011‑12 to 422 vans in the current quarter. Marketing efforts have focused on new, smaller vehicles. The fastest growing segment of the vanpool program is the 7‑passenger capacity van or crossover.
External Affairs Q1 Performance Measures July 2012 - September 2012
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External Affairs Q1 Performance Measures
Executive Summary CAPITAL PROJECT OUTREACH AT A GLANCE
West County Connectors The West County Connectors outreach staff provided advance notice of a planned closures on the Interstate 405 (I-405) / Interstate 605 (I-605) southbound and State Route 22 (SR-22) / southbound I-405 connectors. Outreach efforts included 294,000 project emails delivered and 30,700 flyers distributed door-to-door.
Interstate 405 (I-405) Improvement Project Staff continued the public notification process which included presentations to the OCTA Board of Directors, public outreach meetings, and responses to public and media inquiries about the proposed project alternatives.
O.C. Bridges Communications activities continued to focus on impacts to the Placentia Avenue and Kraemer Boulevard grade separations. With the completion of the detour rail track on Placentia Avenue, project construction can continue without disruptions to freight train traffic .
State Route 91 (SR-91) Widening Project Outreach staff met one-on-one with more than 200 businesses, schools, churchs, and other organizations to communicate the reopening of SR-91 ramps.
State Route 57 (SR-57) Widening Project Outreach staff attended multiple community events to increase project awareness, particularly among the Cal State Fullerton community. A new interactive detour map was released in Q1, which allows commuters to plan trips around project construction using a computer or mobile phone.
GENERAL COMMUNICATIONS AT A GLANCE
Public Committees There were 9 public committee meetings during Q1. Public committees provide an opportunity for members of the public to give feedback on a variety of topics and issues. In addition, committees such as the Taxpayers Oversight Committee, Environmental Oversight Committee, and Citizen Advisory Committee ensure OCTA is in compliance with state and/or local mandates.
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Speakers Bureau The Speakers Bureau staff supported 12 presentations to organizations throughout Southern California. OCTA executives and staff spoke to many notable organizations including: Federal Highway Administration, Tustin Chamber of Commerce, Orange County Business Council, Orange Chamber of Commerce, Women’s Transportation Seminar – Orange County, Brea Chamber of Commerce, Orange County Association of Realtors, Business Development Association Orange County and Mobility 21. The topics ranged from the I-405 Improvement Project to how OCTA engages the business community to procurement opportunities.
External Affairs Q1 Performance Measures July 2012 - September 2012
Performance Measures
Q1 ► ► ► PopUpBannerA_3.pdf
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External Affairs Q1 Performance Measures July 2012 - September 2012
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Celebrating Bus Transit in Orange County!
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External Affairs Q1 Performance Measures July 2012 - September 2012
Bus Transit
BUS BOOK $1 JUNE 10, 2012
EFFECTIVE THROUGH OCTOBER 13, 2012 • EFFECTIVO HASTA EL 13 DE OCTUBRE 2012
Bus Public Information
CHANGE HIGHLIGHTS / CAMBIOS PRINCIPALES Schedule Adjustments / Ajustes de Horario 1, 29, 30, 33, 35, 37, 38, 42, 43, 46, 47, 50, 55, 56, 59, 64, 66, 71, 72, 83, 85, 87, 91, 129, 490, 758 and 794
Route Adjustments / Ajustes de Ruta 42
OVERVIEW
OCTA provides bus information through a variety of sources to serve customer needs while managing costs. The major sources of bus information include the printed bus book ($1 per book), free electronic bus books, the online trip planner “Just Click,” as well as Customer Information Center calls. Bus books are in high demand during bus service changes which take place three times a year in February, June, and October. Keep in touch with free tools from OCTA (See page 2 for more on all these great tools!)
Use your cell phone to get your bus schedule
Personalize your bus book online
facebook.com/octabus
RESULTS
•• Downloads of OCTA’s free eBusBook increased by 8 percent in Q1 compared to the same period last year. •• Bus book sales remain consistent, averaging 10,000 books per month with revenues of more than $30,000 in Q1. •• In December 2011, the trip planner was upgraded to display the transit information more efficiently. The process became more efficient for the user, but resulted in a decline in trips planned.
Sign up for email updates at www.octa.net/connections
Plan your next trip with OCTA’s online trip planner
www.octa.net
Plan regional trips or get schedule info call 511
@octabusupdates
•• Text4Next continues to be popular among customers as 923,818 text messages were sent in Q1 – a 16 percent increase over the same period last year. •• Customer Information Center calls decreased slightly to 191,286 calls in Q1 compared to the same quarter the prior year. With a firm-fixed price contract, the average calculated cost per call was $1.72 in Q1.
TEXT4NEXT TEXT MESSAGES 350 K 300 K 250 K 200 K 150 K 100 K 50 K 0 Q1
FY 2012-13
Q2
Q3
FY 2011-12
External Affairs Q1 Performance Measures July 2012 - September 2012
Q4
Supports OCTA Strategic Plan public service goals.
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Bus Transit
Bus Public Information CUSTOMER INFORMATION CENTER $3.00
250 K
Cost per call Number of Calls 200 K
$2.00 150 K $1.50
$1.58
$1.62
$1.60
$1.68
2nd Qtr 10/11
3rd Qtr 10/11
4th Qtr 10/11
1st Qtr 11/12
2nd Qtr 11/12
3rd Qtr 11/12
$1.72
$1.56
1st Qtr 10/11
$1.63
$1.59
$1.00
$1.64
100 K
4th Qtr 11/12
1st Qtr 12/13
Total Calls Handled
Average Calculated Cost per Call
$2.50
50 K
$0.50
$0.00
0
EBUSBOOK DOWNLOADS 14 K 12 K 10 K 8K 6K 4K 2K 0 Q1
FY 2012-13
Q2
Q3
Q4
FY 2011-12
CONCLUSIONS
Recommendations for this program include: •• Promoting free internet access at county libraries as a method for customers to access eBusbook and online bus information. •• Reducing costs of Text4Next program by evaluating free texting services for bus information (cost offset by adding advertisements to the text message).
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External Affairs Q1 Performance Measures July 2012 - September 2012
Bus Transit
Ridership Promotion
OC Fair Express OVERVIEW
The OC Fair Express Service was a huge success with over 46,000 boardings recorded in the 15 days of service during the fair – an 80 percent increase over last year. The special event service added new locations in Irvine and Laguna Hills, offering eight pick up locations throughout Orange County. A comprehensive marketing program was executed targeting the general public, current bus riders, and Metrolink passengers. Staff again negotiated with the OC Fair to provide a substantial discount incentive for OC Fair Express riders – a $2 admission coupon. To further improve the customer experience, staff created a bus transit center at the OC Fairgrounds providing canopy cover, seating, and bus stops and schedule information for each route. Additionally, OCTA was awarded $342,340 in operating costs and, due to strategic partnerships, was able to provide over $445,000 in advertising/promotions matching, spending only $105,000 out of pocket. RESULTS
•• During the 5-week period, the OC Fair Express had 46,365 boardings.
A total of 97 percent were very satisfied or satisfied with the service.
•• Compared with 2011, ridership increased by 80 percent.
•• More than 20,100 vehicle trips were removed from the road by providing the OC Fair Express service.
•• Based on an onboard survey of 3,324 riders:
•• Rider survey results indicate that 16 percent ride the bus more frequently since riding the OC Fair Express and that 19 percent took the service 3-5 times to the OC Fair.
More than 50 percent of OC Fair Express survey respondents had never ridden an OCTA bus before.
Customers boarding at the OC Fair Transit Center
“ “ “ “
Ridership increased 80 percent over last year.
I think it’s great that OCTA provides an express bus to the OC Fair. This will give people a reason to use less cars and help reduce pollution.
”
Wonderful! It made a trip to the fair so easy and remarkable that we may go again this year and we’ve never gone twice before.
”
In a time when everyone is going “green” the bus system takes a huge role-this express is a great idea.
”
Very pleasant and rewarding ride. I am very happy and grateful. For sure will be back again on the express bus, thank you!
External Affairs Q1 Performance Measures July 2012 - September 2012
”
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OC Fair Express RIDERSHIP COMPARISON 50,000
46,365
45,000 40,000 35,000 30,000
25,699
25,000 20,000 15,000 10,000 5,000
6,161 1,343
1,981
2006
2007
0 2008
2011
2012
RESULTS
•• Consistent with 2011, the largest percentage of boardings, 22 percent, originated from the Fullerton Park and Ride. •• Anaheim/Orange grew from 2011 to be next largest with 18 percent of total boardings, closely followed by Huntington Beach with 17 percent.
•• Two new locations in 2012 performed very well. Irvine had 4,814 boardings and Laguna Hills had 4,030 boardings, matching the returning San Juan Capistrano location’s 4,467 boardings. •• The two new locations, Irvine and Laguna Hills, accounted for 19 percent of total boardings.
COST ANALYSIS Total Program Cost $98,000
Gross Impressions
Total Boardings
28,446,664 Cost per 1,000 impressions (CPM) $3.69
46,365 Marketing cost per Boarding $2.26
CONCLUSIONS
Overall, the OC Fair Express was a great success providing an opportunity for trial ridership, as seen with the 50 percent new ridership. Of riders surveyed, 36 percent heard about the service from word of mouth, indicating a growing awareness of the service. Recommendations include continuing to provide the special bus service, strengthening partnerships to capitalize on joint marketing, and maintaining cost-effective marketing tactics.
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External Affairs Q1 Performance Measures July 2012 - September 2012
Bus Transit
Pre-Paid Pass Sales Ridership Promotion
Youth Summer Bus Pass OVERVIEW
This year marked the eleventh year OCTA has provided the Summer Youth Bus Pass to offer a safe, reliable, and economical means of summer transportation to youth ages 7 to 18. The pass is a special-priced 3-month pass, which is valid from June 1 – August 31. A marketing program was executed targeting both youth and parents, which included bilingual bus interior cards, interior bus ceiling ads, print and online ads, Valpak direct mail, social media and distribution of materials to junior and senior high schools throughout Orange County. To provide easy access to sales, the Youth Summer Bus Pass was available for sale at all Orange County Ralphs, Vons, Pavilions, and Northgate markets. RESULTS
•• Summer Youth Bus Pass sales increased 54 percent this year, from 2,450 passes in 2011 to 3,773 passes in 2012. •• Supermarkets (Ralphs, Vons, Pavilions, and Northgate) accounted for 58 percent of pass sales.
•• Online banner ads on ocregister.com accounted for 9 percent of website traffic, whereas 87 percent of the hits to the dedicated summer youth page were a result of OCTA.net banner ads.
Summer Youth Bus Pass sales quantities increased 54 percent over summer 2011 sales.
Joint promotion of summer programs provides cost efficiencies while doubling audience exposure.
External Affairs Q1 Performance Measures July 2012 - September 2012
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Bus Transit
Youth Summer Bus Pass YOUTH SUMMER PASS SALES QUANTITIES 5,000
4,622
4,500
3,773
4,000
3,437
3,500 3,000
2,938
2,738
2,295
2,500
2,450
Summer Pass sales appear to be returning to sales levels prior to service reduction years (2009‑2011). June remains to be the largest selling month with 71 percent of occuring in June. The increased availability of Youth Summer Bus Passes contributed to increased sales in 2012. This was the first year that the Summer Youth Bus Pass was available at all retail outlets.
2,000 1,500 1,000 500 0
2006
2007
2008
2009
2010
2011
2012
COST ANALYSIS Total Program Cost $46,400
Total Passes Sold 3,773 Marketing cost per pass sold $12.30
Gross Impressions
Total Boardings
14,410,262 Cost per 1,000 impressions (CPM) $3.22
200,584 Marketing cost per Boarding $0.23
CONCLUSIONS
Customer interest and increasing pass sales indicate that special programs, such as the Summer Youth Bus Pass, Jingle Pass, and OC Fair Express are successful in providing trial ridership opportunities for new riders, as well as an opportunity for current cash fare paying riders to use prepaid passes. Based on the success of the Youth Summer Bus Pass, staff recommends making all special program passes available at supermarkets in order to provides more convenience for customers and increase pass sales.
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External Affairs Q1 Performance Measures July 2012 - September 2012
Bus Transit
Prepaid Pass Sales OVERVIEW
Prepaid bus passes expedite the boarding process, thereby aiding OCTA’s on‑time performance. OCTA’s pass sales program provides numerous points of purchase locations for customers. Bus passes are available for sale at all Ralphs, Vons, Pavilions, and Northgate grocery stores. To increase both convenience and availability to customers, bus passes are also available at more than 120 other locations throughout the county. RESULTS
•• Total prepaid pass revenues increased by 3.1 percent in Q1 over the same period last year, from $4.2 million to $4.3 million in FY 2012-13.
•• Pass sales revenues at all retail pass outlets increased by an average 6 percent in Q1 compared to the same period the prior year.
•• Retail pass sales by retail sales outlets accounted for 53 percent of prepaid fare revenues in Q1, increasing from 51 percent in Q1 of FY 2011-12.
•• Pass sales at Ralphs, Vons, Pavilions, and Northgate markets provided 65 percent of retail revenues in Q1.
•• Revenues from Northgate Markets increased 15 percent in Q1 over the same period last year. •• Sales to agencies, such as the County of Orange, generate 19 percent of pass sales revenues.
MAJOR RETAIL PREPAID FARE VENDORS $3.0 M
$2.2 M $2.0 M
$2.3 M $2.1 M
$2.0 M
$2.0 M
120,000 $2.3 M
$2.0 M
90,344
60,000
82,649
95,170
76,029
84,662
91,076
83,058
77,506
$1.5 M $1.0 M $500 K $0
100,000 80,000
79,224
Retail Pass Sales Revenues
$2.5 M
Retail Revenues $2.4 M $2.3 M
40,000
Quantity Retail Passes Sold
Retail Quantities
20,000
Q1 FY 2010-11 Q2 FY 2010-11 Q3 FY 2010-11 Q4 FY 2010-11 Q1 FY 2011-12 Q2 FY 2011-12 Q3 FY 2011-12 Q4 FY 2011-12 Q1 FY 2012-13
External Affairs Q1 Performance Measures July 2012 - September 2012
0
13
revenues
Bus Transit
Pre-Paid Pass Sales PREPAID FARE REVENUES VERSUS ONBOARD CASH FARES
Total prepaid fare revenues during this period increased by 3.1 percent in Q1 compared to the same period the prior fiscal year, while cash fare revenues decreased by 5.8 percent.
$3.0 M
$2.5 M
$2.0 M
$1.5 M
$1.0 M
FY 2011-12 Cash Fare Revenue FY 2012-13 Cash Fare Revenue FY 2011-12 Prepaid Fare Media Revenue FY 2012-13 Prepaid Fare Media Revenue
$500 K
$0 Q1
Q2
Q3
Q4
CONCLUSIONS
Pre-paid pass sales revenue has continued to grow at retail outlets, supported by marketing promotions. A new marketing campaign is planned to continue increasing awareness and sales. A geographic study has been conducted to identify potential retail outlets that are close to major bus stops. Outreach will be conducted to recruit new vendors to sell bus passes in these high-traffic areas. Supports OCTA Strategic Plan mobility and fiscal goals.
Buy your bus pass at octa.net/bus 14
External Affairs Q1 Performance Measures July 2012 - September 2012
Bus Transit
Community Outreach OVERVIEW
The outreach team has increased OCTA’s visibility throughout Orange County communities. Outreach events and presentations are a critical way that OCTA creates person-to-person awareness and educates the public on major OCTA programs and services. The program includes targeted senior, youth, and general community outreach. The goals of the programs are to educate the public, create awareness, and introduce target markets to transit.
SENIOR OUTREACH
•• Grassroots outreach through event participation and presentations at local senior centers:
OCTA’s outreach team provided information about OCTA’s services such as ACCESS, fixed bus route system and Metrolink at the Senior Saturday Festival hosted by the Huntington Beach Council on Aging.
Central County Senior and Caregiver Expo (350 attendees) Lakeview Senior Center Metrolink Fieldtrip (22 seniors) Senior Saturday Community Festival (300 attendees) COST ANALYSIS
Senior Outreach Activities 3 senior community events
672 seniors reached
Trial pass distribution
50
Pass redemption rate
46%
Total cost of senior community events
$850 in event fees
Marketing Cost (includes 50 trial passes)
Seniors reached
$1,050
672 Cost per senior $1.56
Supports OCTA Strategic Plan public service goals.
External Affairs Q1 Performance Measures July 2012 - September 2012
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Bus Transit
Community Outreach YOUTH OUTREACH
•• Youth-centered outreach for the year included notable events and presentations including the following: Don Juan Avila Elementary YMCA Presentation (40 interactions) Don Juan Avila Middle School YMCA Presentations (30 interactions) Orange County Children’s Book Festival (150 interactions)
OCTA’s outreach team promoted bus safety and education to youth in Costa Mesa. Freddy’s Amazing Transportation Adventure was a huge hit with attendees of the Orange County Children’s Book Festival. Youth Outreach Activities 3 youth events and presentations
220 youth reached
Total cost of youth events
$295 sponsorship fees
“Freddy’s Amazing Transportation Adventure” is a coloring and activity book designed with youth safety and riding tips.
COST ANALYSIS Marketing Cost*
Youth reached $346
220 Cost per youth $1.57
* Marketing cost includes the cost of the “Freddy’s Amazing Adventure” coloring books distributed to attendees. Design and production of the coloring book cost $9,250 including the production of 40,000 books. The cost per book is currently $0.23, declining as more books are printed for future outreach events. Youth and community outreach events help increase awareness in future customers. The above Shipley Nature Center event in Huntington Beach featured nature friendly alternatives to single occupant driving including OCTA bus service.
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External Affairs Q1 Performance Measures July 2012 - September 2012
Bus Transit
Community Outreach COMMUNITY OUTREACH
Outreach staff conducted outreach at major community events including: •• OC Fair Express Irvine Station Kick-off (50 interactions) •• Title VI Community Meetings (22 interactions) •• San Clemente Ocean Festival Metrolink (250 interactions) •• Shipley Nature Center’s Cool Summer Nights: Let’s Get Moving (50 interactions) •• Irvine Global Village (500 interactions) •• Tour De Cure (300 interactions)
Fare Adjustment Community Meetings (50 interactions)
OCTA Chair Paul Glaab and Vice Chair Gregory Winterbottom kick off the ribbon-cutting ceremony 2012’s OC Fair Express bus service.
•• Santa Ana grassroots outreach (118 brochures given out at 8 bus stops) •• Westminster grassroots outreach (95 brochures given out at 8 bus stops) COST ANALYSIS Marketing Cost (includes 376 trial passes) $2,787
Community Outreach Activities Residents reached 1,435 Cost per resident $1.94
7 community events & presentations
1,435 residents reached
Trial passes distributed
100
Pass redemption rate
10%
Total cost of community events
$2,388 sponsorship fees
CONCLUSIONS
Since the majority of events and presentations are relatively low-cost, outreach activities are one of the most cost effective ways that OCTA communicates with the community on a grassroots level. Outreach respresentatives are the face of OCTA and provide invaluable engagement with the public. Recommendations for community transit outreach include: •• Continue to grow these programs, particularly the Youth Program •• Develop evaluation and feedback mechanisms for the outreach events and presentations
External Affairs Q1 Performance Measures July 2012 - September 2012
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Metrolink Ridership Promotion
Metrolink Weekends Summer 2012 OVERVIEW
Weekend train service on the Orange County (OC) and Inland Empire-Orange County (IEOC) lines was expanded July 7, 2012. The increased service normally operates on a seasonal basis, from July through early October. This year, OCTA will operate the increased service year-round. In addition to more frequent service, a special $10 weekend pass was introduced in 2011. The $10 weekend pass is valid from Friday 7 p.m. through Sunday until 11:59 p.m. with unlimited usage throughout the entire Metrolink system. To boost awareness and ridership, a marketing program was launched. Tactics included online and radio advertising, print ads, online free ticket campaign, and hosting promotional events. RESULTS
•• From July 2012 through September 2012, system‑wide, 79,748 Metrolink Weekend passes were sold.
•• Based on a Metrolink Weekends online survey with 2,748 respondents: 96 percent would consider riding Metrolink trains with increased weekend service
•• Weekend ridership increased 40 percent (from 62,501 to 87,290) on the OC and IEOC lines and 23 percent system-wide from the same period the previous year
46 percent had never used Metrolink on weekends 75 percent had never purchased a $10 weekend pass before
•• The first weekend of the added Metrolink Weekend service, July 7 and 8, was the highest weekend ridership Metrolink has seen since the inception of the Weekend Pass in January 2011, with 10,984 systemwide boardings and 5,492 tickets sold.
45 percent had never used Metrolink on weekdays
METROLINK WEEKEND RIDERSHIP (OC / IEOC LINES) $35 K
+20%
$30 K
+12%
+80%
$25 K $20 K $15 K
Sales of Metrolink Weekend passes increased 65 percent system-wide over the same time period the previous year
$10 K
Supports OCTA Strategic Plan mobility goals.
$5 K $0
2011
18
Jul 2012
Aug
Sep
External Affairs Q1 Performance Measures July 2012 - September 2012
Metrolink
Metrolink Weekends Summer 2012 SURVEY RESULTS
An online survey promotion giving two free tickets to 5 winners each week for 8 weeks was implemented July 2 through August 24. A total of 2,748 people participated and 80 free tickets were distributed. Also, 1,942 people opted in to receive future emails. Survey results indicated the following: •• 82% learned about the promotion from the website (72% via Metrolink website, 10% via OCTA) •• Most preferred advertising: 72% web, 46% email, 30% social media (multiple options selected) •• Respondents were also asked to identify their starting Metrolink station, as well as up to three destination Metrolink stations. The top 15 responses by percentage are below. Starting Station
Percent of Respondents
San Bernardino
Interested in Travelling to...
10.1%
Percent of Respondents
L. A. Union Station
21.3%
Riverside-Downtown
9.3%
Oceanside
14.6%
L. A. Union Station
8.9%
San Clemente Pier
10.9%
Irvine
5.3%
San Juan Capistrano
7.9%
Fullerton
4.5%
Anaheim
6.2%
Oceanside
4.5%
Laguna Niguel/ Mission Viejo
3.5%
Riverside-La Sierra
4.4%
San Clemente
2.6%
Santa Ana
3.1%
Riverside-Downtown
2.4%
Tustin
3.1%
Oxnard
2.0%
Anaheim
3.0%
Orange
1.8%
North Main Corona
2.9%
Fullerton
1.8%
Orange
2.5%
San Bernardino
1.6%
Lancaster
2.4%
Irvine
1.5%
Laguna Niguel / Mission Viejo
2.3%
Camarillo
1.5%
Fontana
2.3%
Downtown Burbank
1.4%
COST ANALYSIS Marketing Cost $51,048
CONCLUSIONS
Total Additional Passes Sold* 31,452 Marketing cost per Additional pass sold $1.62
Gross Impressions
Total Additional Boardings
37,819,307 Cost per 1,000 impressions (CPM)
24,789 Marketing cost per Additional Boarding
$1.35
$2.06
Continue promoting the popular Metrolink Weekends and hosting promotional events to increase ridership, encourage trial usage, and introduce new customers to Metrolink.
* Additional passes sold Metrolink system-wide. Passes sold and additional boardings shown are the increase from Q1 FY 2011-12 to Q1 FY 2012-13. Total Metrolink Weekends Passes Sold in Q1 FY 2012-13: 79,748 Total Metrolink Weekends Boardings on OC/IEOC Lines in Q1 FY 2012-13: 87,290
External Affairs Q1 Performance Measures July 2012 - September 2012
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Metrolink Ridership Promotion
Angels Express OVERVIEW
In April 2012, OCTA and Metrolink operated and marketed direct train service to the Angels games for the second year. This year, special trains operated on the OC Line and IEOC Line (via Orange) to serve the Anaheim station. Two round trips on the OC Line brought people from the south/north and to/from the Anaheim station for the 50 weekday home games. One round trip on the IEOC Line brought people from Downtown Riverside to Anaheim and back for all Friday home games. To build awareness and encourage ridership, a marketing program was implemented. Main tactics included securing a partnership deal with the Angels valued at over $175k for only $50k, paid media, and several special events. The two events, which were a new tactic for this year’s campaign, included an opening game kick-off event and a former Angels baseball player, Bobby Grich. Each of these events drew a crowds of over 250 attendees, attracted new ridership, and increased public awareness. RESULTS
•• 17,542 Angels Express tickets sold generating $110,784 in revenue
•• Marketing costs per Angels Express boarding cost $4.78 in 2012 vs. $8.51 in 2011, a decrease of 44 percent
•• Ridership from Inland Empire on Friday games totaled 5,322 for eleven Friday games, averaging 484 per game
•• Angels Season Opening event and Bobby Grich event generated a record number boardings for weekday games
ANGELS EXPRESS AVERAGE BOARDINGS BY DAY OF WEEK 1,600
+177%
1,400 1,200 1,000 800 600
+56%
+14%
+14%
There were 37,896 Angels Express boardings in 2012 – a 84 percent increase over last season
-6%
400 200
Supports OCTA Strategic Plan mobility goals.
0 Mon
20
Tue
Wed
Thu
Fri
External Affairs Q1 Performance Measures July 2012 - September 2012
Metrolink
Angels Express SURVEY RESULTS
•• An event and online survey of Angels Express riders with 187 respondents indicated that: •• 97 percent of respondents rated the overall experience as good to excellent •• 99 percent said they would recommend it to others •• 98 percent said they would take Metrolink again in the future
•• 54 percent of those surveyed had never used Metrolink on weekends •• 47 percent of those surveyed had never used Metrolink on weekdays •• A separate survey conducted during the season opener event indicated that of the 93 respondents, 64 percent of those surveyed were new riders of the Angels Express.
COST ANALYSIS Marketing Cost
Total Passes Sold
$181,130*
Gross Impressions
17,542 Marketing cost per pass sold
Angels Express Boardings
136,625,542 Cost per 1,000 impressions (CPM)
$10.33
37,896 Marketing cost per Angels Express Boarding
$1.32
$4.78
*Costs include marketing cost for the campaign, plus the cost of the two promotional events. Note that the number of passes sold increased by only 198 passes in 2012, from 17,344 passes sold in 2011 to 17,542 passes sold in 2012. Based on the increase in boardings in the 2012 season, a corresponding increase in passes sold would be expected. Staff is currently investigating this issue.
CONCLUSIONS
The Angels Express is a successful service, generating 37,896 boardings – an increase of 84 percent over last season. The cost per boarding decreased by more than 44 percent compared to the prior season. It created an alternative transportation option to driving to Angel Stadium at an affordable price, eliminating the hassles of traffic and parking. It is also a way to introduce people to rail transit – of those surveyed, 47 percent had never used Metrolink weekday service. RECOMMENDATIONS ARE TO:
•• Continue Angels Express marketing efforts in future seasons with consistent branding identity. •• Increase outreach/promotional events at local communities to create awareness and usage of the service.
External Affairs Q1 Performance Measures July 2012 - September 2012
21
Metrolink Ridership Promotion
2012 Ocean Festival OVERVIEW
To boost weekend ridership, OCTA promoted Metrolink weekend travel on the OC and IEOC lines to the 2012 Ocean Festival in San Clemente on Saturday and Sunday, July 21 and 22, 2012. One tactic was to host a kickoff event at the Fullerton Station with free roundtrip Metrolink tickets available for the first 100 people attending. OCTA also partnered with event organizers and local businesses to offer discounts for Metrolink customers at hotel rooms. RESULTS
•• Ridership spiked 89 percent on Saturday, July 21 with 5,559 boardings on the OC and IEOC lines compared to 2,923 the previous year when a special promotion wasn’t conducted.
Ridership increased 89 percent on the date of the kickoff event
•• Ridership increased 42 percent – an additional 1,634 boardings – on the special Saturday promotion when compared with the average Saturday July boardings.
OCEAN FESTIVAL RIDERSHIP 6,000
5,000
4,000
3,000
2,000
1,000
0
22
7/7/2012
7/8/2012
Sat
Sun
7/14/2012 7/15/2012 7/21/2012 7/22/2012 7/28/2012 7/29/2012 Sat
Sun
Sat
Sun
Sat
Sun
8/4/2012
8/5/2012
Sat
Sun
External Affairs Q1 Performance Measures July 2012 - September 2012
Metrolink
2012 Ocean Festival SURVEY RESULTS
A survey was conducted among 96 riders at the event, and the results indicate: •• 54 percent have never used the train on weekdays •• 43 percent have never used the train on weekends •• 95 percent said they would ride the train in the future
HOW DID YOU HEAR ABOUT THE OCEAN FESTIVAL? 25% 21%
21%
20%
17%
15% 11% 10%
8%
7%
7%
5%
3%
3% 1%
1%
0%
COST ANALYSIS Marketing Cost* $2,700*
0%
0%
CONCLUSIONS
Gross Impressions
Total Additional Boardings 7,284,142
Cost per 1,000 impressions (CPM) $0.37
9,165 Marketing cost per Additional Boarding
Continue the successful Ocean Festival event to increase ridership, encourage trial usage, and introduce new customers to Metrolink.
$1.16
*Marketing costs include the value of promotional passes distributed. Some marketing costs, including $3,145 in online/newpaper ads and $15,000 in radio ads, was shared with the Metrolink Weekend campaign and is included within that program’s cost analysis.
External Affairs Q1 Performance Measures July 2012 - September 2012
Supports OCTA Strategic Plan mobility and public service goals.
23
Rideshare/Vanpool
Vanpool Program OVERVIEW
OCTA’s vanpool program participation continues to grow, totaling 422 vanpools at the end of the Q1 of FY 2012-13. Vanpool outreach efforts have focused on increasing the awareness of the vanpool program to employers and employees. The program benefits from the cost efficient collaboration between private vanpool vendors and OCTA staff outreach efforts to continue to grow the program and reduce single occupancy vehicle travel. QUARTERLY COMPARISONS AND CHARTS
ACTIVE VANPOOLS
The Q1 of FY 12-13 showed a continued increase in the number of vanpools growth by four percent from 408 at the end of the previous fiscal year, to 422 vans in the current fiscal year. There was a 15 percent increase in the total number of vans over the same period in the previous fiscal year. The growth trend for 7-passenger vehicles continues, outpacing other vehicle types. Over 58 percent of the vanpools are 7-passenger vehicles.
450 400 350 300 250 200 150 100 50 0 Q1
FY 2012-13
Q2
Q3
Q4
FY 2011-12
NUMBER OF VANPOOLS BY CAPACITY 450
7-Pass
400
8-Pass
9-Pass
10-15 Pass
The number of vanpools increased by 15 percent in Q1 compared to the same period in the last fiscal year
350 300 250 200 150 100 50 0 Q1 FY 201112
24
Q2 FY 201112
Q3 FY 201112
Q4 FY 201112
Q1 FY 201213
Supports OCTA Strategic Plan mobility and public service goals.
External Affairs Q1 Performance Measures July 2012 - September 2012
Rideshare/Vanpool
Vanpool Program VANPOOL PASSENGER TRIPS 120 K
The number of passenger trips has increased by 10 percent over the same quarter in the previous fiscal year.
100 K
80 K
60 K
40 K
20 K
0 Q1
FY 2012-13
Q2
Q3
Q4
FY 2011-12
VANPOOL REVENUE MILES AND PASSENGER MILES
Revenue miles increased by 15 percent in Q1 over the same period of the previous fiscal year. Passenger miles increased by 10 percent in Q1 over the same period in the previous fiscal year.
800 K 700 K 600 K 500 K 400 K
FY 2011-12 Revenue Miles FY 2012-13 Revenue Miles FY 2011-12 Passenger Miles FY 2012-13 Passenger Miles
300 K 200 K 100 K 0 Q1
Q2
Q3
Q4
VANPOOL REVENUE HOURS
Revenue vehicle hours increased by 10 percent in Q1 over the same period last fiscal year.
18 K 16 K 14 K 12 K 10 K 8K 6K 4K 2K 0 Q1
FY 2012-13
Q2
Q3
Q4
FY 2011-12
External Affairs Q1 Performance Measures July 2012 - September 2012
25
Rideshare/Vanpool
Vanpool Program RESULTS
• New accounts: City of Santa Ana, Arbonne, Taco Bell, Invensys/ Wonderware, Quest Diagnostics, L3 Interstate Electronics, Siemens, Marine Depot Maintenance command • Expansion of efforts and program at: California Department of Transportation (Caltrans) District 12, St. John Knits, Vanpool BraunContact Medical, Information Oakley, UCI, City of Anaheim, Schools FirstTo Credit Core start or join a Union, vanpool, please contact vRide or Enterprise Rideshare. You can give OCTA’s Vanpool Logic Incentive Program team a call at 714 560-5588, Joining a vanpool could save you up to $585
Vanpool Incentive Program
plus there’s even more information to be found at octa.net/vanpool.
on your • Executed station vancommute! agreement with City of Lake Forest
• Outreach Events: Cal Trans Health Fair, Core Logic Employee Enterprise Rideshare Fair, OCTA Zip Code Party Aug 30 ETC meeting presentation and 310 436-2360 vanpool.com promotions CONCLUSIONS
vRide 714 980-1900
vride.com • Implement new branding and vanpool marketing program in the beginning of 2013
• Increase employer awareness of vanpool program through direct outreach Orange County Transportation Authority 550 S. Main Street P.O. Box 14184 Orange, CA 92863-1584
Good for you. Good for your company.
• Participate in Vendor and Employee Transportation Coordinator 714 560-5588 (ETC) quarterly meetings vanpool@octa.net octa.net/vanpool
• Continue to engage employer in employee outreach planning to provide AVR data or conduct employee survey for employee mapping. 06-628.STRBrochure_3.indd 1
26
8/16/12 3:29 PM
External Affairs Q1 Performance Measures July 2012 - September 2012
Grove Freeway (SR-22) and San Gabriel Freeway (I-605) to create a seamless HOV connection amongst the three freeways. The project traverses the cities of Garden Grove, Westminster, Seal Beach, Los Alamitos and the community of Rossmoor.
program and $50 million from the American Recovery and Reinvestment Act (ARRA) $135 million from the Corridor Mobility Improvement Account (CMIA)/ Proposition 1B $5 million local funds
Capital Projects
11F_053_1
more information, tact Christina Byrne 714) 560-5717 or rne@octa.net.
The project will:
Reconstruct the eastbound SR-22 to the northbound I-405 connector
•
•
Add a second HOV lane in each direction on I-405 between the SR-22 and the I-605
• Reconstruct the eastbound SR-22 to the northbound I-605 connector
•
Eliminate HOV users weaving across general purpose lanes to switch to and from HOV lanes
•
Reconstruct on- and off-ramps
•
Construct soundwalls and retaining
HIGHLIGHTS / KEY ISSUES
re‑shift traffic to the newly • Reconstruct the southbound I-405 to eastbound SR-22 connector constructed western half of
the bridge, where the bridge Reconstruct the Valley View Street bridge bethe restored crossingwill over SR-22 back to two lanes in each direction and the eastern half of the bridge will be closed for demolition and reconstruction.
LONG BEACH
405
I-405/I-605 SEGMENT
S. Gabriel River
ROSSMOOR
SEAL BEACH
605
Coy
ote
Cre
ek
405
Seal Beach Blvd. LOS ALAMITOS US Naval Weapons Station
SR-22/I-405 SEGMENT
405
Bo
lsa
Ch
ica
Rd
.
WESTMINSTER 405
G. Grove Blvd.
•
Reconstruct the northbound I-405 to the westbound SR-22 connector
Katella Ave.
HOV lane at Valley View Street to the HOV lane on northbound I-405 and the reverse movement The second phase will
•
Willow St.
OCTA and Caltrans initiated the Westwalls County Connectors project at various locations (WCC) to link high‑occupancy vehicle lanes / carpool lanes on the • Add landscaping and enhance I-405 with those on the SR-22 and I-605 to create a seamless highaesthetic elements occupancy vehicle connection among the three freeways. SR-22/I-405 HOVfreeway were Several weeks of full freeway closures on the I-405 Connector Segment necessary to install false work forThe the future southbound I-405 / is SR-22/I-405 HOV Connector Project eastbound SR-22 freeway connector. In addition, the the eastern segment of thereconstruction project and will: of Seal Beach Boulevard bridge, over the I-405 freeway, has begun • Directly connect the westbound SR-22 and the western half of the bridge was demolished.
•• Two week closure of the eastbound SR-22/southbound I-405 connector began Aug. 26
Reconstruct the Seal Beach Boulevard bridge crossing over I-405
Construct two direct HOV connectors
West County Connectors
•• Two week closure of the southbound I-605/southbound I-405 connector began July 30
•
•
• (714) 560-OCTA • www.octa.net 04/25/11
OVERVIEW
I-405 HOV lane to the HOV lane on the northbound I-605 and the reverse movement
Va ll
ey
Vie
w
St
GARDEN GROVE
.
N
•• Reconstruction of the Seal www.octa.net/westcounty Beach Boulevard bridge began in mid‑August. It will take Orange County Transportation Authority 550 S. Main Street, P.O. Box 14184, Orange, CA 92863-15 •• 67 media stores garnered in Q1 approximately 23 months to complete, but it will be •• 42 emails distributed to more than reconstructed within two phases 7,000 registered contacts within to minimize impacts to the public. database The first phase (current stage), traffic will be shifted to the eastern half of the bridge where the bridge is currently reduced to two lanes in each direction with a center median dedicated to emergency service vehicles, during this time the western half of the bridge was demolished.
•• Door-to-door fliers distributed to 30,700 homes and businesses within the project corridor regarding night work, pile driving, and long-term closures The eastbound SR-22 / southbound connector
External Affairs Q1 Performance Measures July 2012 - September 2012
closed as part of the WCC project beginning Aug. 26.
Supports OCTA Strategic Plan mobility and public service goals.
27
Capital Projects
West County Connectors PUBLIC OUTREACH MEETINGS (Q1)
CONSTRUCTION SCHEDULE
Organization Leisure World Briefing WTS Transportation Academy Tour Stakeholder Working Group Meeting Emergency Services Briefing
West County Connectors Outreach Activities
By The Numbers
42 email blasts to 7,000 stories and 62 news media articles
53,500 web hits
430 call and email issues resolved
The partial demolition of the Seal Beach Boulevard began in mid-August. Outreach has provided multiple detour routes in order to minimize impacts to the public.
LOOKING AHEAD
The eastbound SR-22/northbound I-405 connector was recently closed for 12 months. This connector must be reconstructed in order to accommodate the new I-405 / I-605 carpool connector. Demolition of this bridge is anticipated before the end of the year; however, a specific date has not been determined at this time. This connector is expected to reopen sometime in mid- to late-2013.
28
External Affairs Q1 Performance Measures July 2012 - September 2012
Capital Projects
I-405 Improvement Project OVERVIEW
The I-405 is one of the most congested freeways in Southern California, carrying more than 300,000 vehicle trips in some areas each day. Traffic volumes are expected to increase approximately 35 percent by 2040. Caltrans and OCTA are proposing to widen the freeway to improve travel conditions for commuters. The proposed project, currently in the draft environmental planning phase, will enhance access on the I-405 under each of three proposed build alternatives: •• Alternative No. 1 includes adding one general purpose lane in each direction •• Alternative No. 2 proposes adding two general purpose lanes in each direction •• Alternative No. 3 includes adding one general purpose lane and one toll lane in each direction that will be managed together with the existing carpool lane.
These improvements will add mainline capacity to the I-405 freeway between the I-605 and State Route 73 (SR-73) freeways and improve 17 local interchanges and bridges. Members of the public were encouraged to share their comments on the draft environmental document as well as any concerns they may have regarding the proposed project during the 45-day public review period between May 18 and July 17, 2012. The final environmental document is expected to be complete in spring 2013. Staff provided 30 public presentations to provide information about the project alternatives under discussion.
External Affairs Q1 Performance Measures July 2012 - September 2012
29
Capital Projects
I-405 Improvement Project PUBLIC OUTREACH MEETINGS (Q1)
HIGHLIGHTS / KEY ISSUES
Organization
•• Staff presented options to the Board to address comments received during the public review period. •• The Policy Working Group and Stakeholder Working Group convened and were apprised of the design refinements under consideration.
•• Website page views averaged 2,600 hits per month as stakeholders visited the website to learn more about the project and proposed design refinements in response to public comment. •• Presentations to civic and community presentations and other interested stakeholders continued.
Office of Assembly Member Don Wagner City of Long Beach Office of Senator Mimi Walters Bernard Ventures Hooters Office of Supervisor Janet Nguyen Coast Community College District SoCo Home Furniture Fountain Valley Skate Center Women in Transportation Seminar
405 Improvement Project Outreach Activities
Gateway Cities COG Office of Assemblyman Alan Mansoor
By The Numbers
320
calls and emails addressed
City of Los Alamitos City Council Office of Assembly Member Diane Harkey
7,800
Boeing
web hits
Mesa Verde Community, Inc. Golden West Community College
bureau 30 speakers public presentations
1,200 email or mail public comments
Office of Supervisor Janet Nguyen and City of Westminster Office of Long Beach City Council Member Patrick O’Donnell Office of Assembly Member Curt Hagman San Clemente Rotary Club
LOOKING AHEAD
The OCTA Board will select the Locally Preferred Alternative (LPA) to move forward into final design and construction in October 2012. Community Outreach will focus on informing the public of the LPA decision and project next steps. The environmental phase outreach contract with Consensus will conclude in late 2012, and a new contract for pre‑construction and construction outreach will commence.
Kiwanis Club of Irvine LA Supervisor Don Knabe, Gateway COG, LB OC Taxpayers Association Fountain Valley Skate Center Kiwanis Club of Tustin Council Member Schipske’s Office Council Member O’Donnell
Supports OCTA Strategic Plan mobility and public service goals.
30
External Affairs Q1 Performance Measures July 2012 - September 2012
Capital Projects
O.C. Bridges OVERVIEW
Trade Corridor Improvement Fund Bridge Projects YORBA LINDA BLVD.
WY
LAKEVIEW AVE
RAYMOND AVE
AWARD: July 2012 COMPLETE: December 2014
E. ORANGE
TU
-WAY
Lakeview Ave
AWARD: June 2013 COMPLETE: Sept 2015
AVE
E
AV LMA
LA PA
91
LL S
SSE
GLA
ST
55
HL
NO
RA
D
HR
NC
T
Lead Agency: City of Fullerton
Anaheim SUNKIST ST
STATE COLLEGE BLVD
EAST
E
LN AV
AVE
GHT-OF
AWARD: July 2012 COMPLETE: March 2015
IN
A LOM
MIRA
91
BNSF RI
Orangethorpe Ave
ST
AWARD: July 2011 COMPLETE: June 2014
BLVD
AWARD: July 2013 COMPLETE: March 2016
E
E AV
HORP
NGET
ORA
EMER
Placentia Ave
AVE
KRA
Raymond Ave
THORPE
E
ER AV
WTH CRO
BNSF RIGHT-OF-WAY
LINCO
Tustin Ave/Rose Dr
Placentia
ROSE DR
AVE
AWARD: Sept 2011 COMPLETE: June 2014
CHAP MAN AV
Fullerton
LA PALMA AVE
Yorba Linda
Kraemer Blvd
LH ERIA IMP
57
ENTIA
AWARD: July 2013 COMPLETE: March 2016
California State University Fullerton
PLAC
Fullerton College
STATE COLLEGE BLVD
State College Blvd
LEMON ST
The O.C. Bridges program is building undercrossings and overcrossings to separate car traffic from rail traffic. Currently, the outreach program is focused on five projects OCTA is constructing along the Burlington Northern Santa Fe Railway (BNSF) rail corridor through the cities of Anaheim, Fullerton, and Placentia. When complete, these projects will relieve congestion and improve safety.
Lead Agency: Orange County Transportation Authority
HIGHLIGHTS / KEY ISSUES
•• Bi-weekly construction notifications deliverd to 400 stakeholders. •• Project update provided to Placentia city council. •• BNSF completed the installation of the shoofly (detour) track from east of Placentia Avenue to west of Kraemer Boulevard. All railroad operations now on the shoofly track until the bridges are built. •• Demolition activities began at Del Cerro Mobile Estates to remove 12 coaches in preparation for construction of the Tustin Avenue/Rose Drive undercrossing project.
Notifications were provided to 125 coach owners/tenants. •• Removal of the berm at Placentia Lakes began to accommodate storm protection structure for Kraemer Boulevard undercrossing project. Doorhanger notifications were provided to more than 250 residents in condominiums. •• Addressed concerns raised by columnist Dr. Honk at the OC Register regarding striping at Chapman Avenue and Kraemer Boulevard intersection.
External Affairs Q1 Performance Measures July 2012 - September 2012
Track laying machine at Kraemer Boulevard helps track work, and construction impacts, to be resolved faster. Supports OCTA Strategic Plan mobility and public service goals.
31
Capital Projects
O.C. Bridges CONSTRUCTION SCHEDULE
O.C. Bridges Outreach Activities
By The Numbers
BNSF trains begin using the new temporary track, allowing work to continue on the main track.
6 email blasts to 400
12,300 web hits
6 outreach meetings with
400
360 people
notifications
distributed
LOOKING AHEAD
Utility relocations by gas, water, electric, and telecommunications along Orangethorpe Boulevard will intensify resulting in reduced traffic lanes – notifications will be provided to residents. Outreach to Lakeview Orchard home owners association to discuss relocation of their entrance and access to Lakeview Boulevard.
32
External Affairs Q1 Performance Measures July 2012 - September 2012
Capital Projects
SR-57 Northbound Widening Project
SR-57
Lambert Rd.
OVERVIEW
Lambert Rd.
Imperial Hwy. Imperial Hwy. KraemerKraemer Blvd. Blvd.
Brea
N W
N
E
W
S
E
57 57
S
Fullerton
Nutwood
Ave.
Nutwood
Ave.
Placentia Placentia
Chap
man Av e.
orpe
geth
Oran
rpe
. o geStth lla
OLaraJon La Jo
91
Ave. Ave.
.
lla St
91
Lincol
n Ave.
Lincol Anaheim Anaheim
n Ave.
Segment 2 Katella Avenue to Lincoln Avenue Adds a northbound lane from the Katella Avenue off-ramp to the Lincoln Avenue on-ramp in Anaheim.
Ball Rd.
Maintains and adds merging lanes at various locations, widens the high occupancy vehicle (HOV) lane and inside shoulder to meet Caltrans design standards. Standardizes existing general purpose lane and shoulder widths.
Taft Ave. Ball Rd. Taft Ave. HONDA
Center
Katella Ave. 57
Orange
Orangewood Ave.
57
Main St. Main St.
5 Bristol St. Bristol St.
Dr. y Dr. ty Cit The Ci The
Chapman Ave.
5
Glassell St. Glassell St.
Orange
Katella Ave.
Garden Grove Blvd.
•• The new weekly interactive detour map receives more than 60 users a week.
Maintains and adds merging lanes at various locations and implements reconfiguration of certain on-ramps and off-ramps. Standardizes existing general purpose lane and shoulder widths.
man Av e.
Chap
Garden Grove Blvd.
•• Information tables resulted in more than 150 face‑to‑face updates to members of the surrounding communities.
Adds a northbound lane from north of the SR-91 near Orangethorpe Avenue in Placentia to Lambert Road in Brea.
Yorba Linda B lvd.
CSUF Fullerton
Orangewood Ave.
HIGHLIGHTS / KEY ISSUES
Segment 1 Orangethorpe Avenue to Lambert Road
Yorba Linda B lvd.
Placen Placen tia Av tia Ave. e.
During Q1, the outreach team met with Cal State Fullerton’s executive staff to identify key project messages and develop deliverables for its constituents regarding construction happening in the area. The outreach team also developed a new interactive detour map that allows community members to plan their trips around scheduled project closures via computer or mobile device.
BREA MALL
Brea
State Blvd. College Blvd. State College
The State Route 57 (SR-57) Northbound Widening Project will boost capacity and relieve congestion for commuters and commercial motorists by adding a new, eight‑mile northbound lane from approximately Katella Avenue to Lambert Road. Key benefits will include newly improved ramps, widened overcrossings, and standardized and restriped lanes.
Chapman Ave. La Veta Ave.
22
La Veta Ave.
22
•• Staff posted, emailed, and publicized 13 construction alerts, while the project’s website received 4,500 webhits.
•• More than 20 project information signs and postings are displayed on the Cal State Fullerton campus and different businesses in the area.
External Affairs Q1 Performance Measures July 2012 - September 2012
Crews will widen 15 bridges between Katella and Orangethorpe as part of the 57 Northbound Widening Project Supports OCTA Strategic Plan mobility and public service goals.
33
Capital Projects
SR-57: A Classic New Edition CONSTRUCTION SCHEDULE
PUBLIC OUTREACH MEETINGS (Q1) Organization Fourth of July Brea County Fair Hosted an information table at the Brea Mall Glenbrook community info. table in Brea Gonzales Street info. table in Placentia
SR-57 Outreach Activities
By The Numbers
13 email blasts to 2,000
4,500 web hits
150 face-to-face community updates
500
Cal State Fullerton Move in day Cal State Fullerton Discoverfest Cal State Fullerton ASI Block Party Brea Wellness Festival
views of
project detours
LOOKING AHEAD
The SR-57 community outreach team will focus on attending community events and hosting information tables in local neighborhoods to help keep the community informed. The team will also distribute its weekly detour map to help commuter and commercial motorists plan their drives. Additionally, the outreach team will communicate with municipal and business stakeholders to identify and resolve potential concerns.
34
External Affairs Q1 Performance Measures July 2012 - September 2012
Capital Projects
SR-91 OVERVIEW
Caltrans and OCTA are increasing capacity and relieving congestion on the SR‑91 by constructing a new, six-mile westbound and eastbound general-purpose lane between State Route 55 (SR-55) and State Route 241 (SR‑241). In addition to the new lanes, commuters will benefit from a new, second eastbound exit lane at the Lakeview Avenue, Imperial Highway, and Yorba Linda Boulevard / Weir Canyon Road off‑ramps. Several other operational improvements are being delivered as part of the $75 million freeway improvement project. During Q1, construction crews pressed forward on several major construction operations. At Lakeview Avenue, Imperial Highway, and Yorba Linda Boulevard/Weir Canyon Boulevard, crews re-opened key ramps after successfully reconstructing and realigning them. Crews also made significant progress on lane paving and barrier construction work at the westbound weigh station. Similarly, crews began clearing and grading a maintenance path as part of sound wall construction. Communication and outreach efforts for the quarter included presentations and briefings to civic groups, outreach to local businesses in anticipation of ramp work, as well as web-based and social media communications.
HIGHLIGHTS / KEY ISSUES
•• Conducted one-on-one outreach meetings with more than 75 local businesses located in the Savi Ranch and Anaheim Canyon business districts •• Developed, posted, distributed, and publicized 13 project alerts, including three special notices, via web, email, and social media platforms. •• Delivered multimedia presentations to seven organizations with an average attendance of 65.
External Affairs Q1 Performance Measures July 2012 - September 2012
Work continued on Lakeview Avenue’s SR-91 ramps.
35
Capital Projects
SR-91: A Better 91 CONSTRUCTION SCHEDULE FOR SR-91 BETWEEN SR-55 AND SR-241
PUBLIC OUTREACH MEETINGS (Q1)
SR-91 Outreach Activities
Organization
By The Numbers
Yorba Linda Sunshine Rotary Club East Anaheim Neighborhood Council
13 email blasts to 750 13 outreach meetings with 450 people
5,500 web hits
State Route 91 Advisory Board City of Brea Fourth of July Festival Anaheim Hills Rotary Club Calle Granada Neighborhood Meeting
75
meetings with
local businesses
Calle Manzano Neighborhood Meeting El Rancho High School El Rancho Middle School Fairmont Elementary School
LOOKING AHEAD
Bryant Ranch Elementary School
In Q2 of FY 2012-12, the 91 outreach team will make presentations to transportation officials and community stakeholders as the project heads toward completion. Additionally, the team will reach out to local businesses in anticipation of ramp reconstruction and realignment work at Lakeview Avenue as well as Yorba Linda Boulevard/Weir Canyon Road. Similarly, staff will be present at “Back to School” nights to report on the project’s progress and next steps. Finally, the Calle Manzano and Calle Granada neighborhoods will be updated on the construction of the sound wall and the associated maintenance path located between Imperial Highway and Yorba Linda Boulevard/Weir Canyon Road. Finally, Caltrans and OCTA will begin planning a project completion event for the end of 2012/early 2013.
Travis Ranch Elementary School
36
Running Springs Elementary School
Supports OCTA Strategic Plan mobility and public service goals.
External Affairs Q1 Performance Measures July 2012 - September 2012
Capital Projects
I-5 Central County Improvement Project OVERVIEW
Currently in the environmental stage, the Interstate 5 (I-5) Central County Improvement Project will increase mobility on the I-5 freeway between the SR-55 and SR-57 by adding a second carpool lane in each direction, as well as making improvements to the southbound I-5 First Street on-ramp. Three alternatives are currently under consideration to reduce congestion in the project area. OCTA is presenting these alternatives to the community to gain valuable feedback on the final configuration of the project. OCTA will host a public hearing in mid-2013 and afterwards will release the final environmental impact report with a suggested alternative. HIGHLIGHTS / KEY ISSUES
•• During July, August, and September 2012, the outreach team met with additional key stakeholders as part of the project’s ascertainment process. These meetings were conducted in order to gain valuable feedback for the alternatives under consideration and to foster open dialogue with these key stakeholders within the project limits: Discovery Science Center
•• Staff presented at one neighborhood community meeting in the City of Santa Ana to effectively gauge the community’s perception of the project, as well as receive valuable feedback from residents who utilize the I-5 daily •• The outreach team prepared an ascertainment report with the findings of the community meetings and one-on-one briefings
Park Santiago Neighborhood Association Main Place Mall / Westfield
PROPOSED SCHEDULE
External Affairs Q1 Performance Measures July 2012 - September 2012
37
Capital Projects
I-5 Central County Improvement Project
OCTA staff meets with the Logan Street Neighborhood Association in the City of Santa Ana to discuss the I-5 Central County Project on May 23, 2012.
LOOKING AHEAD
PUBLIC OUTREACH MEETINGS (Q1)
The I-5 Central County outreach team will continue to pursue regular dialogue with the key stakeholders established in the ascertainment process. In addition to maintaining a community presence, the team will continue to update the project’s Facebook page, as well as define a communications plan outlining community outreach efforts leading up to the project’s public hearing in mid-2013.
38
Organization Discovery Science Center Ascertainment Park Santiago Neighborhood Meeting
Supports OCTA Strategic Plan mobility and public service goals.
External Affairs Q1 Performance Measures July 2012 - September 2012
Capital Projects
I-5 South: Avenida Pico to San Juan Creek Road OVERVIEW
This 5.7-mile project extends from Avenida Pico in San Clemente to San Juan Creek Road in San Juan Capistrano. The three-year, $275 million project will add a carpool lane in both directions on the I-5 between Avenida Pico and San Juan Creek Road. The project will also widen the northbound Avenida Pico on-ramp to three lanes and add additional on-ramp lanes to Avenida Pico.
I-5 SOUTH: PICO TO SAN JUAN CREEK
A neighboring Caltrans soundwall project has raised issues with residents, indirectly affecting this project. This project would add one new soundwall, in the Avenida Vista Hermosa area, and relocate four existing soundwalls in the project area. Staff is preparing a comprehensive outreach program to mitigate soundwall concerns. HIGHLIGHTS / KEY ISSUES
•• During September, the outreach team visited more than 350 businesses in the project area to distribute fliers, answer questions about the project, and collect business cards to add stakeholders to the project database.
door to approximately 300 homes in San Clemente to inform residents of the new soundwall and the four soundwall relocation plans. Materials were made available in English and Spanish, and a translator was on hand as well.
•• Soundwalls are a sensitive issue, specifically in San Clemente. San Clemente residents living south of the project voiced their concern at the July 3, 2012 City Council meeting in regards to soundwalls and community outreach. As a result of hearing their concerns, the project team devised an aggressive plan to talk with residents within our project limits about our anticipated soundwalls.
•• Overall we had nearly 20 ascertainments with approximately 100 stakeholders. The process included stakeholders from the cities of Dana Point, San Clemente, and San Juan Capistrano, and provided the project team with an insight on to how the project would be received by those who live along the project corridor, as well as identifying sensitive issues along the project route. The project was received very well, and an ascertainment report was drafted with detailed analysis.
•• On Saturday morning, Aug. 4 and Wednesday evening, Aug. 8, the outreach team went door-to-
External Affairs Q1 Performance Measures July 2012 - September 2012
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Capital Projects
I-5 South: Avenida Pico to San Juan Creek Road
Neighborhood community meeting tables provide direct face-toface answers to residents concerns and questions.
Outreach staff attended several community meetings to address local concerns regarding soundwalls concerns.
LOOKING AHEAD
This project is slated to begin construction in fall 2013. OCTA staff will make formal presentations to city councils, as well as set up several community open houses leading up to a groundbreaking event. Staff are currently planning for the project’s first Stakeholder Working Group set for late January 2013.
Supports OCTA Strategic Plan mobility and public service goals.
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External Affairs Q1 Performance Measures July 2012 - September 2012
Capital Projects
I-5 South: SR-73 to El Toro Road OVERVIEW
I-5 SOUTH: SR-73 TO EL TORO ROAD
Currently, 342,000 motorists travel the I-5 between the El Toro Road and the SR-73 daily. The four-year, $560 million project will add one general purpose lane in each direction from the SR-73 to El Toro Road. Additionally, the project will add a second carpool lane from El Toro Road to Alicia Parkway in both directions and make interchange improvements at Avery Parkway and La Paz Road. The project is early in the environmental phase and staff are working to conduct ascertainments with key stakeholders to gather feedback and generate public awareness. HIGHLIGHTS / KEY ISSUES
•• Throughout July, August, and September we wrapped up our ascertainments with elected officials and city staff from impacted cities.
•• Ascertainments with project stakeholders continue and the process is expected to be complete in early 2013.
LOOKING AHEAD
This project is not slated to begin construction until 2018; however, staff will continue to conduct ascertainments with key stakeholders in Q1 and Q2 of FY 2012-13. Staff will make formal presentations to city councils, as well as set up several community open houses prior to the public hearing slated for June 2013. Supports OCTA Strategic Plan mobility and public service goals.
External Affairs Q1 Performance Measures July 2012 - September 2012
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General Communications
Media Relations OVERVIEW
Proactive media relations allows OCTA to share information with the public using broadcast, online, and print media. Media relations allows OCTA to quickly and accurately respond to inquiries or public concerns before issues escalate. Earned media is considered highly credible and results in increased public awareness. This enhances OCTA transparency and highlights our cost-effective ways to reach and inform the public. This quarter, OCTA’s media relations team focused on generating coverage regarding the $21 million awarded to cities for local street upgrades and the one-year closure of the I-405/I-605 connector as part of the West County Connectors (WCC) project. The media relations team also worked closely with the City of Anaheim on the successful groundbreaking event for the Anaheim Regional Transportation Intermodal Center. HIGHLIGHTS / KEY ISSUES
•• 162 stories generated in Q1 from 23 press releases
A total of 17 stories covered OCTA awarding $21 Million to local cities for street upgrades.
MEDIA COVERAGE FROM PRESS RELEASES (BY TOPIC) 60 50 40 30 20 10 0
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External Affairs Q1 Performance Measures July 2012 - September 2012
General Communications
Media Relations MEDIA COVERAGE FROM PRESS RELEASES (BY TOPIC) 100 90 80 70 60 50 40 30 20 10 0 Jul
Aug
Sep
Q1 FY 2011-12
Oct
Nov
Dec
Q2 FY 2011-12
Jan
Feb
Mar
Q3 FY 2011-12
Media Relations - News Stories from Releases
Apr
May
Jun
Jul
Q4 FY 2011-12
Aug
Sep
Q1 FY 2012-13
Media Relations - News Releases
KEY MEDIA ACTIVITIES IN Q1
I-605/I-405 Connector Closure •• 62 stories •• Coverage in print, TV and radio
OCTA Awards $21 Million To Local Cities For Street Upgrades •• 17 stories
LOOKING AHEAD
Key stories in the following quarter will include: •• Board action on selection of the I-405 Improvement Project alternatives •• Public meetings and board action on proposed bus fare increase
Supports OCTA Strategic Plan public service goals.
•• Annual Stuff-A-Bus event with KABC7 and Honda Center
External Affairs Q1 Performance Measures July 2012 - September 2012
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General Communications
Digital Communications OVERVIEW
In the past quarter, digital communications continued to be used to engage and increase customer interaction. As a result, there was an increase in marketing email subscribers, Facebook fans and YouTube video views, which contributed to the success of marketing and communications programs. HIGHLIGHTS / KEY ISSUES – WEB
Staff focused on redesigning OCTA.net based on findings from a website assessment. As part of this effort, 4,978 webpages were updated. The site will launch in October 2012. In Q1, the bus section was the most frequently visited area which highlighted the OC Fair Express and interactive tools. RESULTS
•• 8 percent more eBusbooks created and downloaded than same quarter previous year
•• 6 percent increase in website traffic for bus information from same quarter previous year
•• 58 percent increase in mobile traffic from smartphones and tablets
•• 65,000 page views to the OC Fair Express webpage – the most ever for a single promotion
To support marketing and communications programs, staff distributed more e-blasts this quarter than any quarter previously. RESULTS
•• 28 percent average open rate
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2.0 M
1.5 M
500 K
0 Q1
Q2
FY 2012-13
Q3
FY 2011-12
Q4
* In December 2011, the trip planner was upgraded to display transit information more efficiently. The process became more streamlined for the user, but resulted in a decline in overall page views for OCTA.net.
EMAILS DELIVERED
HIGHLIGHTS / KEY ISSUES – EMAIL
•• 187 unique email blasts
2.5 M
1.0 M
•• More than 5.4 million page views to OCTA.net including the new, optimized trip planner
•• 347,000 emails delivered in Q1 – a 15 percent increase from same quarter previous year
OCTA.NET PAGE VIEWS
140 K 120 K 100 K
•• 47,000 email subscribers interested in the bus, capital projects Metrolink, rideshare, and 91 Express Lanes. •• 400 new subscribers in five weeks from OC Fair Express promotion
80 K 60 K 40 K 20 K 0 Q1
Q2
FY 2012-13
Q3
FY 2011-12
Q4
External Affairs Q1 Performance Measures July 2012 - September 2012
General Communications
HIGHLIGHTS / KEY ISSUES – YOUTUBE
YOUTUBE VIDEO VIEWS
Online video viewership increased this quarter to the highest levels ever. Most videos were a produced in-house and distributed on YouTube free of charge. Staff explored low-cost advertising to drive viewership to promotional videos on YouTube.
7K 6K 5K
RESULTS
4K
•• 15,609 video views in Q1
3K
•• 49 percent increase in viewership from same quarter previous year
49 percent increase in video views
•• In addition to unpaid videos, more than 3,400 views generated YouTube ads for $0.26 per view
2K 1K 0 Q1
HIGHLIGHTS / KEY ISSUES – FACEBOOK
9K
RESULTS
5K
•• 8,390 total fans – a 78 percent increase from same quarter previous year
•• 99 customer comments and questions were addressed
•• 1,770 new fans in Q1
•• 10 paid Facebook ads generated 96 million impressions for 15 campaigns
•• 794,248 user impressions
External Affairs Q1 Performance Measures July 2012 - September 2012
Q3
FY 2011-12
Q4
TOTAL FACEBOOK FANS
Facebook provided unique marketing and customer engagement opportunities, which nearly doubled the fan base in Q1. Staff also explored low-cost advertising to drive Facebook users to OCTA pages.
•• 396 social media posts providing news and information about marketing, communications and customer engagement programs
Q2
FY 2012-13
8K 7K 6K
4K 3K 2K 1K 0 Q1
Q2
FY 2012-13
Q3
FY 2011-12
Q4
78 percent increase in Facebook fans 45
General Communications
Digital Communications CONCLUSIONS
In the past quarter, digital communications activities grew by using new tactics for engaging and increasing customer interaction. This was particularly evident with the increase of Facebook fans, YouTube video views and email subscribers. Recomendations for digital communications include: •• Increase email signups through incentives. Offerings the chance to win OC Fair coupons for signing up generated 400 new email subscribers this quarter. •• Micro-target customers through Facebook ads. For example, employees at large OC companies and students at local universities were targeted for a campaign, and these ads saw a three times higher average clickthrough rate than previous ads. •• Focus on mobile. With a 58% increase in mobile web traffic from smartphones and tablets, staff should pursue new channels like mobile and native apps. •• Increase video views through dedicated e-blasts. By including a link to the OC Fair Express video in an exclusive email, the videos saw a surge of views. The two OC Fair Express videos were viewed 4,000 times this quarter (26% of all video views).
Supports OCTA Strategic Plan public service goals.
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External Affairs Q1 Performance Measures July 2012 - September 2012
General Communications
Small Business Outreach OVERVIEW
OCTA’s Small Business Outreach program is recommended by Federal Highway Administration and Federal Transit Administration. As a recipient of funds from local, state and federal agencies, OCTA is assisting minority and small business communities. Involvement with varying communities will provide increased awareness of and support for OCTA. Visibility will also assist OCTA in implementing future activities and projects by informing the business and civic community about OCTA projects, services, and programs.
The 2012 Business Expo brought together OCTA, community and business groups with more than 350 attendees.
HIGHLIGHTS / KEY ISSUES
•• 25 business events attended, reaching more than 13,542 attendees •• 25 company representatives trained •• 2012 Annual Small Business Conference 350+ participants Included panel discussions and presentation Event paid for entirely through sponsorships 97% expected return rate •• 5 community leader meetings conducted New Vendor Orientation seminar for businesses interested in working with OCTA. Supports OCTA Strategic Plan public service goals.
External Affairs Q1 Performance Measures July 2012 - September 2012
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General Communications
Small Business Outreach
The Business Expo included a keynote presentation by noted economist Dr. Anil Puri of California State University of Fullerton. An additional panel of business experts addressed common small business issues and answered audience questions.
LOOKING AHEAD
•• Refine community outreach program targeted to small and minority owned businesses. The outreach plan is currently in development, with presentation to OCTA Board in November 2012. •• Continue to participate in an average of 40 annual small minority owned business events •• Manage quarterly new vendor orientation session •• Create community leaders representative round table (Ambassadors) for outreach •• Provide and encourage leaders to participate and support OCTA program, services, and projects outreach •• Develop a new web page for diverse community outreach activities •• Continue to participate with business community activity outreach •• Continue to involve public agencies business and community outreach activities
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External Affairs Q1 Performance Measures July 2012 - September 2012
Strategic Communications
Public Committees OVERVIEW
OCTA’s five standing committees provide the opportunity to engage diverse constituencies in transportation planning and give the public a voice in identifying ideas and issues. During Q4, the committees and their subcommittees had a total of 10 meetings. HIGHLIGHTS / KEY ISSUES Measure M Taxpayers Oversight Committee (TOC) On August 14, the TOC received updates on the I-405 Improvement Project, M2020 Plan, sales tax forecast, and the Anaheim Regional Transportation Intermodal Center. On September 27, TOC members attended a special meeting to discuss the proposed amendment to the Measure M Investment Plan to address the $709 million needed in escalated dollars on the I-405 (Project K). The proposed amendment would utilize project cost savings on SR-91 (Project J) by allocating $709 million, a portion of the $847 million in savings currently allocated to Project J, to Project K. The TOC will vote on the item on Oct. 9. OCTA Citizens Advisory Committee (CAC) During this quarter, the CAC discussed OCTA’s Federal and State Legislative Platforms, I-405 Improvement Project update, Transit System Study pilot project implementation plans and a Title VI overview. The CAC also had a roundtable to discuss the proposed fare
adjustment. In addition, the Chair of the Bicycle/Pedestrian Subcommittee discussed pedestrian priorities. OCTA staff updated the Subcommittee on non-motorized access to Metrolink strategy and survey. Special Needs Advisory Committee (SNAC) At their quarterly meeting in August, the SNAC presented two ACCESS drivers with “Exceptional Service Awards” for providing excellent customer service. The committee also received an update on the status of the ACCESS procurement in addition to providing input on the Proposed Bus Fare Adjustment, the boarding platforms at the Anaheim Regional Transportation Intermodal Center (ARTIC) and the October 2012 Service Change. Measure M2 Environmental Cleanup Allocation Committee (ECAC) In August 2012, the Board authorized funding of 33 projects totaling $2.76 million to 25 cities plus the County of Orange for the second Tier 1 call for projects. To date, 67 projects totaling
External Affairs Q1 Performance Measures July 2012 - September 2012
over $5.5 million have been allocated for two Tier 1 call for projects. The Tier 1 program funds equipment purchases and upgrades to devices that keep litter and debris from storm drains. The first Tier 2 call for projects was issued in June 2012 and OCTA received 12 applications from 10 cities. Staff is currently evaluating these projects and anticipates Board action in early 2013. The Tier 2 program will fund regional capital projects that may include constructed wetlands, detention basins and bioswales, which mitigate pollutants such as litter and debris, heavy metals, organic chemicals, and sediment.
Supports OCTA Strategic Plan public service and stewardship goals.
49
Strategic Communications
Public Committees M2 Environmental Oversight Committee (EOC) In September, OCTA completed the appraisals for a subset of remaining properties being considered for acquisition during this current round of funding. In October, the EOC will consider initiating negotiations and making possible offers. There is approximately $7.8 million in available funds for additional acquisitions. To date, OCTA has acquired five open space properties, totaling approximately 950 acres, in the
Trabuco Canyon area and in Brea. Staff also joined hundreds of hikers, cyclists and horseback riders in July at the OC Parks Wilderness Celebration at Black Star Canyon to commemorate the second anniversary of the Irvine Ranch Open Space. OCTA participated in the community partner fair to help educate attendees about OCTA and the Measure M2 Freeway Environmental Mitigation Program.
OCTA staff attended the OC Parks Wilderness Celebration.
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PUBLIC COMMITTEES IN Q1 Public Committees
Meeting Dates
Measure M Taxpayers Oversight Committee (TOC)
• Sept. 27
Annual Eligibility Review (AER) Subcommittee
• Sept. 19
Citizens Advisory Committee (CAC)
• Oct. 9
• July 17
CAC Fare Adjustment Workshop
• Sept. 6
Bike/Pedestrian (B/P) Subcommittee
• Sept. 18
Special Needs Advisory Committee (SNAC)
• Aug. 28
Measure M Environmental Oversight Committee (EOC)
• July 18
Measure M Environmental Clean-Up Allocation Committee (ECAC)
• Sept. 13
The Wilderness Celebration commemorated the second anniversary of the Irvine Ranch open space.
External Affairs Q1 Performance Measures July 2012 - September 2012
Strategic Communications
Special Projects and Speakers Bureau OVERVIEW
The Strategic Communications section creates public awareness and positive perception of the agency through the Speakers Bureau program and partners with other transportation agencies and key stakeholders through special events and projects that align with OCTA’s efforts.
The Speakers Bureau program provides free presentations to local groups in the county including civic, business and professional organizations. The goal of the program is to educate Orange County residents on transportation initiatives and project planning.
HIGHLIGHTS / KEY ISSUES Speakers Bureau
•• 12 presentations given to organizations throughout California
•• OCTA executives and staff spoke to: Federal Highway Administration Tustin Chamber of Commerce Orange County Business Council Orange Chamber of Commerce Women’s Transportation Seminar – Orange County Brea Chamber of Commerce Orange County Association of Realtors Business Development Association Orange County Mobility 21
Presentations prepared by speakers bureau staff were used by a number of key public and transportation events. Above, Deputy CEO Darrell Johnson speaks about OCTA’s business outreach strategy at the Mobility 21 2012 Southern California Conference.
•• The topics ranged from the I-405 Improvement Project to how OCTA engages the business community in procurement opportunities. Supports OCTA Strategic Plan public service and stewardship goals.
External Affairs Q1 Performance Measures July 2012 - September 2012
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External Affairs Q1 Performance Measures July 2012 - September 2012
External Affairs Q1 Performance Measures July 2012 - September 2012
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