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Performance Driven External Affairs Q2 Performance Report | FY 2012-13

Q2 ► ► ►


Table of Contents

External Affairs Division Goals.. ........................................................... 5 Executive Summary............................................................................... 7 BUS TRANSIT Proposed Bus Fare Adjustment.. ..........................................................1 1 Proposed New Bus Service...................................................................1 2 Bus Marketing. . .......................................................................................1 3 Bus Public Information . . ........................................................................1 4 New Year’s Eve Free Ride.. .....................................................................1 6 Holiday Jingle Pass................................................................................1 7 Pre-Paid Pass Sales Program................................................................1 8 Community Outreach............................................................................2 0 METROLINK Metrolink Marketing. . ............................................................................2 2 2012 Holiday Toy Express ....................................................................2 3 Seafest Event..........................................................................................2 4 2012 Motor Trend Auto Show ............................................................2 5 RIDESHARE/VANPOOL Rideshare Week Promotion..................................................................2 6 Vanpool Program...................................................................................2 8 CAPITAL PROJECTS West County Connectors......................................................................3 1 I-405 Improvement Project..................................................................3 3 O.C. Bridges. . ...........................................................................................3 5 SR-57........................................................................................................3 7 SR-91........................................................................................................3 9 I-5 Central County Improvement Project. . .........................................4 1 I-5 South: Avenida Pico to San Juan Creek Road..............................4 3 I-5 South: SR-73 to El Toro Road..........................................................4 5 GENERAL COMMUNICATIONS Media Relations. . ....................................................................................4 6 Digital Communications.......................................................................4 8 Small Business Outreach.. .....................................................................5 1 STRATEGIC COMMUNICATIONS Public Committees. . ...............................................................................5 2 Special Projects and Speakers Bureau.. ..............................................5 4 021713-14


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Q2 Performance Report October 2012 - December 2012


External Affairs Q2 Performance Report

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

Q2 Performance Report October 2012 - December 2012

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External Affairs Q2 Performance Measures

Executive Summary Overview The OCTA 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 second quarter (Q2) of fiscal year (FY) 2012-13, the period October 1, 2012 through December 31, 2012. The External Affairs Performance Measures Report is available online at: www.octa.net/eaperformance BUS TRANSIT AT A GLANCE HIGHLIGHTS

New Year’s Eve Free Ride Returning for the 11th year, the New Year’s Eve Free Ride promoted safe travel during the holiday season. The free service had 10,728 boardings this year, an increase of 66 percent over the previous year. Historically, weekday boardings are higher than weekends for this service, and this year New Year’s Eve fell on a Tuesday evening which may account for some of the increase.

Text4Next Bus Messaging Service Text4Next, which provides bus schedule information via cell phone text message, sent a record 356,472 text messages in October, and a total of 931,833 text messages in Q2 – an increase of 20 percent over the same quarter the prior year.

NEEDS IMPROVEMENT

Jingle Pass The Jingle Pass returned in 2012 by customer request, but with mixed results. A cooperative marketing program with external agencies reduced marketing costs and increased revenues per pass sold. However, the number of passes sold was reduced by 43 percent from the prior year due to a higher purchase price and a delayed marketing launch. Customer survey results suggest the pass provides a great deal of goodwill and may increase the frequency of bus usage among existing customers. Staff suggests either exploring additional cooperative marketing partnerships to offset revenue losses, or discontinuing the Jingle Pass.

Proposed Bus Fare Adjustment The public involvement program in support of the proposed fare increase appeared to be sufficient to create awareness and meet Title VI requirements for notification. Many customers thought the fare increase was too large, but several stated that they understood the need for a fare increase.

Q2 Performance Report October 2012 - December 2012

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External Affairs Q2 Performance Measures

Executive Summary RIDESHARE / VANPOOL / BICYCLE AT A GLANCE HIGHLIGHTS

Vanpool Vanpool program growth in Q2 continues to exceed long term targets; grant fund revenues from the program support OCTA bus capital projects and offset program costs. The number of vanpools increased by 17 percent in Q2 growing from 379 vans in Q2 of FY 2011 12 to 443 vans in the current quarter. OCTA developed and, in Q2, launched a station van program. The first van provides a “last mile” connection between Oakley in the City of Lake Forest and the Irvine Metrolink station.

NEEDS IMPROVEMENT

Rideshare Week Participation in Rideshare Week 2011 was the highest on record, with more than 4,250 participants. The 2012 promotion had a respectable 3,800 participants, a 10  percent decrease from the prior year. However, this decrease in participation, combined with increased marketing costs, increased the cost per participant from $3.52 in 2011 to $7.08 in 2012. Development of next year’s Rideshare Week marketing plan will consider survey responses and targeted marketing to lower the cost per participant.

CAPITAL PROJECT OUTREACH AND GENERAL COMMUNICATIONS OUTREACH AT A GLANCE HIGHLIGHTS

Capital Projects Outreach Outreach activities in Q2 continued to increase public awareness of major capital freeway projects while helping mitigate construction project impacts. Alternative route and detour information was of key importance on the Seal Beach Boulevard bridge, currently being reconstructed as part of the West County Connectors project. As part of the Interstate 5 South County Improvement Project (Avenida Pico to San Juan Creek Road), staff worked closely with city officials, community leaders and the California Department of Transportation to come to a consensus on design of a large retaining wall at Camino Capistrano and Stonehill Drive.

Media Relations OCTA had a total of 112 earned media stories generated by 19 press releases in Q2 of FY 2012-13. Key stories in the news included the Metrolink Toy Express, New Year’s Eve Free Ride, and OCTA’s changing leadership. Media coverage has proven to be an extremely costeffective method to increase positive awareness of OCTA programs and services.

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HIGHLIGHTS

Digital Communications Staff launched a newly redesigned OCTA.net website in October 2012. Based on a website assessment including usage data and customer feedback, the new website reorganizes and consolidates content so that it takes fewer clicks to get to the most requested information. Customers continued to use more mobile devices such as smartphones and tablets to visit OCTA.net. More than one third of website visitors in Q2 used a mobile device.

Public Committees There were 8 public committee meetings during Q2. 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.

Q2 Performance Report October 2012 - December 2012


Performance Report

Q2 Performance Report October 2012 - December 2012

Q2 ► ► ►

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Q2 Performance Report October 2012 - December 2012


Bus Transit Public Involvement

Proposed Bus Fare Adjustment OVERVIEW

The economic recession of the past few years continues to have an effect on transit service. In order for OCTA to maintain its 20 percent farebox recovery requirement for state funding purposes, a fare adjustment was proposed. In September 2012, a public involvement program was launched to inform customers and gather feedback on the 2013 proposed bus fare adjustment. Whenever there is a fare adjustment or significant route change, Title VI requires that a public involvement outreach program must be conducted to provide information about the impending changes. Outreach included public meetings, information in multiple languages, and meetings with transit stakeholders, social services agencies, and several public committees (Citizens Advisory Committee, Special Needs in Transit). RESULTS

•• Created 60,000 multi-language brochures with response card and distributed onboard buses, at various transit centers, mailed to more than 11,500 stakeholders, public libraries, and individuals – resulting in 578 customer comments. •• Held five community meetings, 10 outreach events at high volume bus stops, and five public agency meetings. •• Produced seven newpaper ads, generating nearly 300,000 impressions, and three interior cards generating 65,000 impressions. •• Provided online and email information about proposed fare adjustment in multiple languages, receiving more than 17,884 web hits and reaching 6,500 stakeholders.

PUBLIC RESPONSES 30%

Not categorized / other

25%

Too large of a fare increase

17%

OK with increase If increasing cost, add bus service

11%

Increase is too much for Senior/Disabled

10% 8%

Can't afford any fare increase If increasing cost, improve on-time performance

6%

If increasing cost, improve customer service on bus

3%

Reduce operating costs rather than increase fares

2% 2%

Make all riders pay a fare 0%

10%

20%

30%

40%

A total of 578 comments were received on comment cards, online surveys or other customer communications. Some responses are included in multiple categories.

CONCLUSIONS

•• The level of communication was sufficient to create awareness and meet Title VI requirements. Although many customers thought the fare increase too large, several stated an understanding the need for a fare increase and offered additional solutions. •• Based on customer comments, staff developed a new pass (a five-ride discounted pass for $9) and established a discount program for nonprofit pass purchases.

Q2 Performance Report October 2012 - December 2012

11


Bus Transit Public Involvement

Proposed New Bus Service OVERVIEW

In 2011, a comprehensive Transit System Study (TSS) was conducted to identify efficient, cost-effective new service opportunities. Based on the study results, three new service concepts were selected for pilot projects. These three pilot projects will provide limited stop service on Harbor Boulevard and express service on state routes 73 and 22. Service pilots are planned for routes 543, 273, and 722, respectively. In October, a public involvement program was launched to inform customers and gather feedback on the proposed new bus services. The program consisted of public meetings and collateral materials in multiple languages as required by Title VI regulations. RESULTS

•• Produced seven newpaper ads, generating nearly 300,000 impressions, and three interior cards generating 65,000 impressions. •• Created multi-language web information, receiving more than 5,582 web hits. •• Produced multiple electronic communications, reaching nearly 15,202 residents. CONCLUSIONS

•• Based on customer comments, the addition of specific stops along the routes are being evaluated. If viable, these stops will be incorporated into the launch of the new service. •• Customers are less concerned about additional services and more concerned with current levels of service.

•• Created a total of 40,000 multi-language brochures with response cards distributed onboard buses, at various transit centers, mailed to 541 stakeholders, public libraries, and individuals. Received 47 customer comments on proposed new services. •• Held three community meetings in north, south, and central Orange County. PUBLIC RESPONSES Support

Oppose

Proposed 722 Route

84%

16%

Proposed 543 Route

82%

18%

Proposed 273 Route

81%

19%

0%

20%

40%

60%

80%

100%

A total of 47 public comments were received for all three proposed routes. The chart provides the responses for those who provided an opinion. The majority of survey responses for each proposed route provided comments, suggestions, or an unrelated response.

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Q2 Performance Report October 2012 - December 2012


Bus Transit

Bus Marketing OVERVIEW

OCTA operates a countywide network of local, community, rail-connector and express bus routes that serve a variety of audiences in Orange County. Ongoing and targeted campaigns encourage trial usage of the bus system, attracting new riders and increasing ridership. OVERVIEW Jul

Aug

Sep

Oct

Nov

Dec

Jan

Feb

Mar

Apr

May

Jun

Ongoing Ridership Marketing Youth, Senior, Student and Employer Retail Pass Sales Bus Customer Public Information Targeted Bus Ridership

*

*

*

Bus Marketing / Outreach

Major efforts in Q2 included outreach for the bus service changes in Orange County as well as public involvement programs in support of fare fare changes and the TSS pilot programs.

Youth Summer Bus Pass OC Fair Express Pre-Paid Pass Sales Promotion Jingle Pass New Year's Eve Free Ride Dump the Pump

* OCTA Bus Service Changes Total bus boardings in Q2 increased by about 2 percent from the same period the prior year, from 12.8 million boardings in FY 2011-12 to 13.1 million boardings in FY 2012-13.

TOTAL OCTA BUS BOARDINGS 5.0 M 4.8 M 4.6 M 4.4 M 4.2 M 4.0 M 3.8 M 3.6 M 3.4 M 3.2 M 3.0 M Q1

FY 2012-13

Q2 Performance Report October 2012 - December 2012

Q2

FY 2011-12

Q3

Q4

FY 2010-11

13


Bus Transit

BUS BOOK 1 octobEr 14, 2012

Bus Public Information

$

EffEctivE through fEbruary 9, 2013 • EfEctivo hasta El 9 DE fEbrEro 2013

Change highlights / Cambios PrinCiPales schedule adjustments / ajustes de horario 1, 29, 35, 42, 43, 47, 50, 54, 55, 56, 57, 59, 60, 66, 71, 79, 82, 83, 85, 129, 188, 453, 454, 462, 463, 464 and 473

OVERVIEW

OCTA provides bus information through a variety of cost-effective methods to meet customer needs and encourage use of OCTA buses. The major sources of bus information include the printed bus book ($1 per book), free electronic bus books, instant bus schedules via text messaging, an online trip planner “Just Click,” as well as calls to the Customer Information Center. 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

RESULTS

Personalize your bus book online

•• Text4Next continues to be popular among customers as 931,833 text messages were sent in Q2 – a 20 percent increase over the same period last year. Text4Next delivered an all-time peak of 356,472 text messages in October, likely driven by the October bus service change.

Plan your next trip with OCTA’s online trip planner

Plan regional trips or get schedule info call 511

•• Downloads of OCTA’s free eBusbook decreased by 13 percent in Q2 compared to the same period last year. This decrease is likely partially due to the launch of the new OCTA.net website in October 2012. Due to the comprehensive redesign of the website, some programs and content have seen significant changes. Further discussion of the new website can be found in the digital communications section. facebook.com/octabus

•• Customer Information Center (CIC) calls decreased by 1.3 percent to 206,060 total calls in Q2 compared to the same period the prior year. The CIC also handles pass sales order taking, common customer comments, and the Reduced Fare ID application process. The CIC contract with Alta is firm-fixed in order to control costs. The average calculated cost per call in Q2 based on call volumes was $1.60, down from a peak of $2.02 per call in April 2010.

Sign up for email updates at www.octa.net/connections

www.octa.net

@octabusupdates

•• Printed bus book sales increased 4 percent in Q2 from the same period last year, averaging 10,952 books per month, with total Q2 revenues of more than $32,000. Revenues continue to cover production and printing costs.

TEXT4NEXT TEXT MESSAGES 400 K 350 K 300 K 250 K 200 K 150 K 100 K 50 K 0 Q1

FY 2012-13

14

Q2

Q3

Q4

FY 2011-12

Q2 Performance Report October 2012 - December 2012


Bus Transit

Bus Public Information CUSTOMER INFORMATION CENTER $3.00

250 K

Cost per call Number of Calls

Average Calculated Cost per Call

$2.50

200 K

Total Calls Handled

$2.00 150 K $1.50

$1.62

$1.60

$1.68

Q3

Q4

Q1

Q2

Q3

Q4

Q1

$1.60

$1.58

Q2

$1.72

$1.56

Q1

$1.63

$1.59

$1.00

$1.64

100 K

$0.50

$0.00

50 K

0 FY 2010-11

FY 2011-12

Q2

FY 2012-13

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 the bus public information programs include: •• Develop a mobile phone “app” for real-time bus transit information. Supports OCTA Strategic Plan public service goals.

Q2 Performance Report October 2012 - December 2012

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Bus Transit Ridership Promotion

New Year’s Eve Free Ride OVERVIEW

For the 11th year in a row, OCTA provided free bus rides on New Year’s Eve to promote safe travel. The hours were from 6:00 p.m. December 31, 2012 through 2:30 a.m. on January 1, 2013. In addition to creating awareness with onboard bus advertising and the OCTA website, OCTA created new partnerships to promote the program. For 2012, marketing tactics included print and online ads with local and ethnic newspapers and sending information to various agencies such as Mothers Against Drunk Driving. RESULTS

NEW YEAR’S EVE BOARDINGS (WEEKDAYS VS. WEEKENDS)

•• There were 10,728 boardings during this year’s New Year’s Eve Free Ride, an increase of 66 percent over the previous year.

16,000 Elimination of 14,000 12,000

•• Based on historical data (see chart at right), ridership is typically stronger on weekdays rather than weekends. This year’s ridership was comparable to weekday ridership prior to the elimination of late night Night Owl bus service.

10,000 8,000 6,000 4,000 2,000

•• The program generated positive news coverage in 14 local newspapers.

0 2005 Sat

$9,500

Gross Impressions

Total Boardings 2,079,502

Cost per 1,000 impressions (CPM) $4.57

16

2007 Mon

2008 Wed

2009 Thurs

2010 Fri

2011 Sat

2012 Mon

CONCLUSIONS

COST ANALYSIS Total Marketing Cost

2006 Sun

10,782 Marketing cost per Boarding $0.88

•• The addition of paid media and outreach to community organizations contributed in the increase in ridership. Recommendation includes continuation of targeted online paid media. •• Recommendations include continuation of marketing partnerships with health and safety organizations.

Q2 Performance Report October 2012 - December 2012


Bus Transit Ridership Promotion

Holiday Jingle Pass OVERVIEW

The Holiday Jingle Pass is a heavily-discounted holiday season pass that was designed to encourage new bus ridership during the holiday season when bus ridership is traditionally lower. The pass also provides an incentive to existing cash or day-pass customers to try pre-paid passes, which improve passenger boarding efficiency. The Jingle Pass was previously sold in 2011 and returned due to customer demand. There was concern about offering the discounted Jingle Pass in 2012, prior to an impending bus fare increase in early 2013. Therefore, the pass was offered at $45 for the 45 day period – instead of 2011’s price of $39.99. In addition to the cost increase, staff initiated a cooperative marketing program obtaining $35,000 to help subsidize the pass and program cost. RESULTS

CONCLUSIONS

•• Sold 2,220 Jingle Passes versus •• The majority of Jingle Pass •• The Jingle Pass is very popular 3,901 last year, a reduction of 43 customers were existing bus with customers, but the pass is not percent. The lower sales can be customers, as 96 percent attracting new customers. However, attributed to the delayed launch of survey respondents had survey results suggest that existing date. The decision to offer the previously used OCTA buses. customers rode more frequently pass was not made until October However, 65 percent were first with the pass. 31 and many customers had time Jingle Pass purchasers. •• A late start in promoting the return already purchased their passes. •• A follow-up survey of 359 of the Jingle Pass significantly •• The Jingle Pass encouraged Jingle Pass customers suggests reduced the number of passes sold. existing riders to try a pre-paid the Jingle Pass lead to higher Efforts should be made to provide pass rather than cash or onboard frequency ridership with existing significant advance notice of future payment. Based on a survey of customers. More than 73 promotions to both existing and 1,558 customers, 38 percent of percent of respondents reported prospective customers. Jingle Pass customers bought using they used the bus 6-7 •• Staff recommends: a pass rather than use cash or a days a week with the Jingle Pass, Discontinuing the Jingle Pass 1-day pass. a significant increase from 53 if unable to locate additional percent before the pass. cooperative marketing partners MARKETING COST ANALYSIS to offset costs Total Program Cost Total Passes Sold Gross Impressions Total Boardings $24,000

2,220 Marketing cost per pass sold $10.81

6,131,351 Cost per 1,000 impressions (CPM) $3.91

Q2 Performance Report October 2012 - December 2012

190,784 Marketing cost per Boarding $0.13

Looking for other ways to incentivize pre-paid fare media including other distribution channels or promotions Monitoring third quarter (Q3) pre-paid fare media sales

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Bus Transit

Pre-Paid Pass Sales Program OVERVIEW

OCTA bus revenue is generated by fares paid onboard the bus and the sale of pre-paid passes. Pre-paid bus passes are important because usage expedites the boarding process, thereby reducing dwell time at bus stops. This can positively effect OCTA’s on‑time performance. OCTA provides a variety of pre-paid pass purchasing options. Passes can be purchased from the OCTA store, on-line, by phone, and mail. A network of convenient locations has been established throughout the County so passengers may obtain a pass through their employer, school, college, university, social service agency, city, and more than 120 retail markets. Retailers include all Ralphs, Vons, Pavilions, and Northgate grocery stores in Orange County. During this quarter, the pre-paid pass program provided educational materials to ensure distribution partners are aware of the February 10, 2013 fare adjustment. In addition, staff worked closely with social service and non-profit agencies to explore and develop solutions that could help mitigate the effect of the fare increase on low-income customers. More than 100 non-profit agencies have been contacted this quarter. TOTAL PRE-PAID FARE MEDIA REVENUE

RESULTS

$1.8 M

Total pre-paid pass revenues increased by 5.6 percent in Q2 over the same period last year, from $3.94 million to $4.16 million in FY 2012-13.

$1.6 M $1.4 M $1.2 M $1.0 M $800 K $600 K $400 K $200 K $0 Q1

FY 2012-13

18

Q2

FY 2011-12

Q3

Q4

Upass usage (included within pre-paid revenues) increased 23 percent over the same quarter last year largely due to increased usage at California State University Fullerton.

Q2 Performance Report October 2012 - December 2012


Bus Transit

Pre-Paid Pass Sales Program PRE-PAID FARE REVENUES VERSUS ONBOARD CASH FARES $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 Pre-paid Fare Media Revenue FY 2012-13 Pre-paid Fare Media Revenue

$500 K

$0 Q1

Q2

Q3

The quantity of pre-paid passes sold increased by 18 percent in the current quarter compared to the same period the prior year, from 167,848 passes in Q2 FY 2011-12 to 198,042 passes in Q2 FY 2012-13. Increased quantities of passes sold at retail locations contributed to this growth.

Q4

MAJOR RETAIL PRE-PAID FARE VENDORS

Quarterly pass sales to Ralphs, Vons / Pavilions and Northgate stores increased 31 percent over the same period last year. Sales at these vendors represent 35 percent of all our retail outlet sales. These stores are conveniently located, and many customers appreciate being able to buy their pass while shopping for groceries. The use of advertising on OCTA bus bike rack panels on 250 buses may also have contributed to this increase.

$700 K

Q2 FY 2011-12

$600 K

Q2 FY 2012-13 $500 K

$400 K

$300 K

$200 K

$100 K

$0 Ralphs

Northgate

Vons / Pavilions

CONCLUSIONS

The use of pre-paid passes dipped slightly in Q2 compared to Q1 as expected when school is out and vacations are planned during the holiday period. Even so, sales of pre‑paid passes are up compared to Q2 of the prior year.

Q2 Performance Report October 2012 - December 2012

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Bus Transit

Community Outreach OVERVIEW

OCTA offers outreach and free educational programs to encourage people to use our services to build both awareness and ridership. Cost-effective outreach efforts cover the basics of “How to Ride” whether it’s a train, bus, bike, or vanpool. In-person presentations and ridership materials are available to seniors, youth groups, and other organizations, as well as employers throughout Orange County. Outreach staff provide a face to the public at events and directly respond to public questions and comments. Staff also organize and facilitate Title VI compliance community meetings. HIGHLIGHTS

During Q2, outreach staff participated in many events including Senator Lou Correa’s 12th Annual Holiday Canned Food and Toy Drive and Anaheim’s Come Together Community Fair. Each of these events drew more than 500 people. There were eight community meetings to provide information and receive public comments on the 2013 proposed bus fare adjustment and the proposed new bus service. RESULTS Community, Senior and Youth Outreach Activities 23 events / presentations

2,013 people reached

Trial pass distribution

522

Pass redemption rate

22%

Total cost of events / presentations

$2,567

COST ANALYSIS Marketing Cost (includes 273 trial passes)

People reached

$2,567

2,013

Outreach staff presented information about riding the fixed‑route bus system, the Metrolink train, and ACCESS to the disabled students of Rancho Alamitos High School in Garden Grove.

Cost per person $1.27

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Q2 Performance Report October 2012 - December 2012


Bus Transit

Community Outreach More than 500 people attended Anaheim’s Come Together Community Fair and were excited to learn more about OCTA’s services.

The Mission Viejo Transportation Workshop (October 19, 2012) consisted of a panel of seven speakers representing senior resource agencies within Orange County. Outreach staff presented information about the fixed‑route bus system, ACCESS, and Metrolink to 42 seniors and caregivers.

CONCLUSION

Interest in outreach services, especially among senior communities, rose as we initiated a new trip planning service that provides maps from senior centers to shopping, restaurants, and other places they want to go. Our ‘Start Riding’ campaign for seniors also generated interest.

Q2 Performance Report October 2012 - December 2012

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Metrolink

Metrolink Marketing OVERVIEW

Metrolink is Southern California’s commuter rail system linking residential communities to employment and activity centers. Metrolink is operated by the Southern California Regional Rail Authority (SCRRA) — a joint powers authority of five member agencies that includes OCTA. Marketing for Metrolink in Orange County focuses on increasing awareness of new expanded service in Orange County, new pass options, and special train services that encourage trial usage. OVERVIEW Jul

Aug

Sep

Oct

Nov

Dec

Jan

Feb

Mar

Apr

May

Jun

Ongoing Ridership Marketing Rail Ridership Marketing

Special Train Service Ducks Express Thanksgiving Service Holiday Toy Express Angels Express

Major campaigns in Q2 included the promotion of Thanksgiving Metrolink service, the Holiday Toy Express, and crosspromoting Metrolink with several major events during the quarter.

Metrolink Weekends Marketing Ongoing Marketing Lunar New Year Festival of Whales Swallows Day Parade Ocean Festival Metrolink

ridership on lines serving Orange County was up 8.6 percent in Q2 compared to the same period the prior year. This follows an increase of 5.4 percent in Q1 compared to the prior year.

TOTAL METROLINK RIDERSHIP 450 K 400 K 350 K 300 K 250 K 200 K 150 K 100 K 50 K 0 Q1

FY 2012-13

22

Q2

FY 2011-12

Q3

Q4

FY 2010-11

Q2 Performance Report October 2012 - December 2012


Metrolink

2012 Holiday Toy Express OVERVIEW

Every year, Metrolink runs a Holiday Toy Express train to boost awareness of commuter rail service, collect toys for the “Spark of Love” toy drive, and give back to the community. This year marked the 16th Anniversary of the Holiday Toy Express. The Holiday Toy Express made 11 stops in Orange County between December 8 and December 22, 2012. OCTA partnered with SCRRA to create awareness and promote this special holiday event. Tactics included print, web, e-communications, media outreach, and community outreach.

RESULTS

• The campaign was successful, with thousands of people attending the show’s stops at Metrolink stations. • Attendance numbers greatly exceeded last year’s at many of the stations. The largest crowds (exceeding 1,000 attendees) were at Camp Pendleton, Rancho Cucamonga, San Clemente, and Simi Valley, among others. • Camp Pendleton reported this crowd being the largest since the Metrolink Holiday Toy Express started visiting the Marine Base in 2006. • More than 50 videos of the Holiday Toy Express performance have been shared on YouTube by attendees.

Q2 Performance Report October 2012 - December 2012

 

PROGRAM COST ANALYSIS

There were only moderate costs for marketing this event; all work was done in-house and distributed online. CONCLUSIONS

Continue to promote special events to increase awareness of Metrolink.

23


Metrolink

Seafest Event OVERVIEW

As part of our ongoing Metrolink Weekends campaign, OCTA leveraged the 2012 Seafest event in San Clemente on Sunday, October 7, as a way to encourage ridership on weekends and offer Orange County residents an alternative to driving to their weekend destinations. Seafest was one of the highlight events for this quarter. Marketing focused on cost-effective tactics such as web, e-communications, social media and an online trivia game ticket giveaway. RESULTS

• There was a significant spike in ridership on Sunday when compared to the same time period last year. In 2011, ridership on the Orange County (OC) and Inland Empire / Orange County (IEOC) lines totaled 2,630, compared to 4,116 in 2012. That is an increase of 57 percent. The increase may be contributed to two other events that day, the Auto Show in Anaheim and Ciclavia in Los Angeles. • When compared to ridership on the OC and IEOC lines on the Sunday before and after, there was an increase of 62 percent. Ridership increased from 2,543 to 4,116 boardings. Again, this demonstrates that special event promotions are effective in promoting Metrolink ridership.

CONCLUSIONS

COST ANALYSIS Marketing Cost (includes promotional passes) $40

Gross Impressions 32,604 Cost per 1,000 impressions (CPM)

Continue to promote special events such as Seafest to increase weekend ridership, encourage trial usage and introduce new customers to Metrolink.

$1.23

24

Q2 Performance Report October 2012 - December 2012


Metrolink

2012 Motor Trend Auto Show OVERVIEW

To leverage special events around Metrolink stations, OCTA partnered with Motor Trend to promote the Auto Show at the Anaheim Convention Center to encourage rail usage at the nearby Metrolink station. The Auto Show took place Thursday, October 4 through Sunday, October 7, 2012. The partnership provided OCTA customers free admission to the Auto Show on Thursday and Friday and $3 off admission on Saturday and Sunday. Marketing focused on cost-effective tactics that included information and banner ads on OCTA and Motor Trends websites, e-communications, and social media. By partnering with Motor Trend, OCTA was able to increase awareness of transit services cost‑effectively. RESULTS

•• Based on the reports from the Auto Show, approximately 1,000 OCTA customers received discounted or free entry to the Auto Show. •• The overall Metrolink weekend ridership increased 105 percent when compared with the same time weekend last year when there was no promotion. Several other events happening that weekend would have also contributed to ridership, including Seafest in San Clemente and Ciclavia in Los Angeles.

•• Saturday’s ridership had a significant increase of 114 percent compared to the same time period last year, from 1,456 to 3,119 boardings. This is impressive since the Auto Show was the only event on Saturday. •• The marketing campaign, which had no media cost to OCTA, generated more than 120,000 impressions.

PROGRAM COST ANALYSIS

CONCLUSIONS

There was no advertising cost for this campaign; all work was done in-house and online.

Continue to build partnerships and promote special events to increase ridership and awareness of Metrolink.

Saturday Metrolink ridership increased 114 percent compared to the same day last year Q2 Performance Report October 2012 - December 2012

 

25


Rideshare/Vanpool

Rideshare Week Promotion OVERVIEW

OCTA created and implemented a comprehensive promotional campaign for Rideshare Week 2012 to help promote the myriad of transportation options available for a stress-free commute. Orange County commuters were encouraged to pledge to use an alternate mode of transportation one or more days between October 1 and October 5. By pledging to share the ride, commuters were entered into a drawing, where they could win one of many sponsored prizes. There was also a competition among Orange County’s employers to see who achieved the highest percentage of participation, and the top three employers would receive prizes. RESULTS

•• A total of 3,803 participants pledged to use alternative forms of transportation – resulting in a reduction of more than 564,156 driving miles. These were taken on a bus, train or bike, in a carpool or vanpool, or by foot. •• Participation in the 2012 campaign decreased by 10 percent compared to 2011, but 2011 had the highest historical participation for this campaign. •• More than 51 percent of participants indicated that this was their first time participating in Rideshare Week.

•• Sponsorships provided $5,000 worth of prizes for Rideshare Week at no cost to OCTA. •• Five Facebook ads generated 4,554,942 impressions with 729 likes. These ads also helped grow the number of Share the Ride fans to more than 1,340 fans. •• The 14 emails for Rideshare Week had an average open rate of 26 percent and a unique click-through rate of 11 percent. These emails generated a total of 2,179 clicks to the Rideshare Week page on OCTA.net and the pledge form.

RIDESHARE WEEK TRIPS 18 K 16 K 14 K 12 K 10 K 8K 6K 4K 2K 0 2008

26

2009

2010

2011

2012

Q2 Performance Report October 2012 - December 2012


Rideshare/Vanpool

Rideshare Week Promotion Rideshare Week Campaign Results by Year Rideshare Trips

2008

2009

2010

2011

2012

13,138

9,944

7,202

16,919

15,203

Mode Use (based on online reports) Bus

13%

12%

8%

15%

19%

Metrolink

19%

20%

15%

11%

10%

Vanpool/Carpool

57%

54%

62%

46%

44%

Bicycle

7%

8%

9%

13%

15%

Telecommute/Walk

4%

6%

5%

15%

13%

HOW DID YOU HEAR ABOUT RIDESHARE WEEK? 60%

October 1-5, 2012

54%

50%

36%

40% 30%

16%

20%

octa.net/pledge2share Experience the joy of a stress-free commute during Rideshare Week and pledge now for a chance to win great prizes!

6%

10%

4%

4%

3%

Bus Ad

Facebook Ad

0.4%

0.3%

PSA

Twitter

0% Employer

When you commit to giving Rideshare a try you will discover many great benefits:

Email

OCTA.net Facebook Friend or Page family

0.3%

0.2%

YouTube YouTube Ad Video

A total of 3,803 survey responses were received as customers pledged to rideshare.

Try the bus and save over $10,000* in just one year. Hop on Metrolink and relax with your new iPad.

CONCLUSIONS

Join a Vanpool to meet new friends and enjoy the ride together. Carpool with a colleague and experience the joy of flying by traffic. Walk to work while you unwind and take in the scenery. Ride your bike with the added benefit of staying in shape. * APTA July Transit Savings Report, based on gasoline prices as reported by AAA on 7/24/12

{affix pledge coupon book here} For more information < Please take one. please contact your RideShare representative: For more information please see your

Rideshare representative.

Rideshare Week sponsors

44088_POSTER.indd 1

8/21/12 7:20 AM

COST ANALYSIS Total Program Cost $26,917 Cost per participant (based on 3,803 pledges) $7.08

Q2 Performance Report October 2012 - December 2012

Employer outreach continued to be the best and most cost effective way to encourage commuters to participate in the Rideshare Week promotion. The need to foster those relationships and build on the existing OCTA Employer Transportation Network will be key to the continued growth for this promotion. Compared to the 2011 Rideshare Week Promotion, the 2012 campaign had lower participation despite a larger budget. The 2011 Rideshare program cost $14,995 and had a total of 4,251 participants (pledges), resulting in a per participant cost of $3.52. Based on how most participants learned about Rideshare Week, staff will adjust budget and target tactics for next yearâ&#x20AC;&#x2122;s campaign.

27


Rideshare/Vanpool

Vanpool Program OVERVIEW

OCTA has invested in the vanpool program by allocating greater resources in order to grow participation. By operating the vanpool program and providing a subsidy, OCTA is able to generate Federal Transit Administration 5307 grant funding based on revenue and passenger miles traveled. Funds spent on the vanpool subsidy generate additional grant funding to support other OCTA bus capital projects. OCTA’s vanpool program continued steady growth to 443 active vanpools in the current quarter, a 17 percent increase compared to the same quarter the previous year. Participation in the vanpool program lead to a reduction of 8,676,250 vehicle miles traveled. Continued marketing promotions and outreach efforts to Orange County businesses contributed to growth in the number of vanpools. As part of the Renewed Measure M (M2) Transit Extensions to Metrolink program (Project S), OCTA has developed a station van program to provide a “last-mile” connection between Metrolink stations and commuter destinations. In Q2, OCTA officially launched the program with a station van serving Oakley in the City of Lake Forest to / from the Irvine Metrolink station. Outreach staff continue to support the call for projects for this competitive program. RESULTS

•• The total of active vanpools grew by 17 percent in Q2 compared to the same period last year, with a total of 443 vans. •• The number of participating vanpools in Q2 surpassed the aggressive growth targets set for the program by 2 percent. Targets for the program included completing calendar year 2012 with 435 vans – a total of 443 vans were active at the close of December 2012. •• Formed 15 new vanpools in October with a special gas card and discount incentive for newly created vanpools. •• Started loyalty program to increase user retention by acknowledging commuters who have been vanpooling for five years. Awards were handed out in outreach meetings or sent to vanpools.

28

Q2 Performance Report October 2012 - December 2012


Rideshare/Vanpool

Vanpool Program ACTIVE VANPOOLS

The second quarter of FY 2012-13 showed a 17 percent increase in vanpools for the same period in the previous fiscal ending with 443 vans.

500 450 400 350 300 250 200 150 100 50 0 Q1

Q2

FY 2012-13

Q3

Q4

FY 2011-12

VANPOOL PASSENGER TRIPS

The number of passenger trips has increased 15 percent in Q2 compared to the same period in FY 2011-12.

120 K

100 K

80 K

60 K

40 K

20 K

0 Q1

Q2

FY 2012-13

Q3

Q4

FY 2011-12

VANPOOL REVENUE MILES AND PASSENGER MILES 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

The revenue vehicle hours increased by 15 percent in Q2 compared to the same period in of the previous fiscal year. Passenger miles travelled increased by 12 percent in Q2 compared to the same period in FY 2011-12.

100 K 0 Q1

Q2

Q2 Performance Report October 2012 - December 2012

Q3

Q4

29


Rideshare/Vanpool

Vanpool Program RECOMMENDATIONS

• Launch the new vanpool branding and marketing program in the coming quarter (Q3). • Continue sales outreach for the vanpool program through targeted employer / employee outreach, meetingsVanpool and events Contact

Vanpool Incentive Program

Information

• Conduct vendor quarterly meetings to maintain effective communications Joining a vanpool could save you up to $585 on your commute!

To start or join a vanpool, please contact vRide or Enterprise Rideshare. You can give OCTA’s Vanpool Incentive Program team a call at 714 560-5588, plus there’s even more information to be found at octa.net/vanpool.

• Focus on market data collection for cluster analysis and targeted group formation efforts Enterprise Rideshare 310 436-2360 vanpool.com

vRide 714 980-1900 vride.com

Orange County Transportation Authority 550 S. Main Street P.O. Box 14184 Orange, CA 92863-1584

Good for you. Good for your company.

714 560-5588 vanpool@octa.net octa.net/vanpool

06-628.STRBrochure_3.indd 1

30

8/16/12 3:29 PM

Q2 Performance Report October 2012 - December 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 Seal Beach Boulevard bridge crossing over I-405 Reconstruct the eastbound SR-22 to the northbound I-405 connector

Construct two direct HOV connectors

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

West County Connectors

• (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

Reconstruct the northbound I-405 to the westbound SR-22 connector

LONG BEACH

ROSSMOOR

SEAL BEACH

ote

Cre

ek

Katella Ave.

Seal Beach Blvd. LOS ALAMITOS US Naval Weapons Station

SR-22/I-405 SEGMENT

405

Bo

lsa

Ch

ica

Rd

.

WESTMINSTER 405

Va ll

ey

Vie

w

St

GARDEN GROVE

.

N

www.octa.net/westcounty

Orange County Transportation Authority 550 S. Main Street, P.O. Box 14184, Orange, CA 92863-15

•• Construction on the College Park West soundwall began in October

•• Due to the reconstruction of the Seal Beach Boulevard bridge, lanes were reduced and cyclists and pedestrians were significantly impacted. The WCC community outreach team developed a safety flier encouraging drivers to “share the road” with cyclists or to walk bicycles across the bridge, using the designated pedestrian crossing areas. •• Also as part of construction on Seal Beach Boulevard, the WCC

605

Coy

405

G. Grove Blvd.

HIGHLIGHTS / KEY ISSUES

I-405/I-605 SEGMENT

S. Gabriel River

The SR-22/I-405 HOV Connector Project is the eastern segment of freeway the projectwere and will: Several weeks of full freeway closures on the I-405

necessary for construction of the• future southbound I-405 / Directly connect the westbound SR-22 eastbound SR-22 freeway connector.HOV In addition, reconstruction lane at Valleythe View Street to the on northbound I-405 and the of Seal Beach Boulevard bridge, overHOV thelane I-405 freeway, is under way. reverse movement Large mounds of dirt were built up on either side of the freeway Reconstruct the southbound I-405 to where the west half of the bridge• formerly stood. As part of bridge eastbound SR-22 connector construction, a settlement period is often required allowing earth • Reconstruct the Valley View Street bridge to rest or “settle” before crews begin constructing the new bridge crossing over the SR-22 foundation on top of the earth. As the settlement period comes to a close, crews started removing the dirt as they prepare to pile drive, the next major activity for the bridge reconstruction.

405

Willow St.

OCTA and the California Departmentwalls of Transportation (Caltrans) are at various locations well under way with construction on the West County Connectors • Add landscaping and enhance project (WCC) to link high-occupancy vehicle lanes / carpool lanes aesthetic elements on the Interstate 405 (I-405) with those on the State Route 22 (SR22) and Interstate 605 (I-605) to create a seamless SR-22/I-405 HOVhigh-occupancy Connector Segment vehicle connection among the three freeways.

team worked diligently with local merchants to support their business during the holiday season. “Shop Local Ads” were developed for local newspapers reminding commuters and residents that shops are open, despite construction in the area and promoting the 2012 WCC Coupon Book.

•• Door-to-door fliers distributed to 300 homes within the project corridor regarding construction starting on a soundwall and pile driving

Q2 Performance Report October 2012 - December 2012

An “Open During Construction” sign for project area business helps mitigate construction impacts. Supports OCTA Strategic Plan mobility and public service goals.

31


Capital Projects

West County Connectors PUBLIC OUTREACH MEETINGS (Q2)

CONSTRUCTION SCHEDULE

Organization City of Los Alamitos City Council City of Seal Beach City Council

West County Connectors Outreach Activities

By The Numbers

31 email blasts to 7,000 stakeholders stories and 41 news media articles

17,000 web hits

135 calls and emailed issues resolved

Seal Beach Blvd. Pedestrian / Cyclist Detour Map

LOOKING AHEAD

Public outreach and notifications will focus on planned pile driving at Seal Beach Boulevard in early January. Pile driving is a common method of constructing bridge foundations. To support the bridge, steel or concrete beams are driven into the ground by a large hammer mounted on a crane, until they reach a hard layer of earth beneath the foundation. This activity may be loud and disruptive due to vibration and pounding. Pile driving activity will be conducted during weekdays only between 7 a.m. and 4:30 p.m., weather permitting.

32

Q2 Performance Report October 2012 - December 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. The OCTA Board of Directors selected Alternative 1 as the Locally Preferred Alternative on October 22, 2012. Alternative No. 1 includes adding one general purpose lane in each direction. These improvements will add mainline capacity to the I-405 freeway between the I-605 and State Route 73 (SR-73) freeways and improve 18 local interchanges and bridges. HIGHLIGHTS / KEY ISSUES

•• The OCTA Board of Directors selected Alternative 1 as the Locally Preferred Alternative (LPA) •• OCTA Executive Staff met weekly prior to the selection of the LPA to ensure all Board Member requests were completed in a timely fashion •• OCTA, Caltrans, and the project technical consultant met with the City of Long Beach, the Los Angeles County Metropolitan Transportation Authority (Metro), Gateway Council of Governments, and other stakeholders to review preliminary supplemental traffic analysis regarding the project transition at the Los Angeles / Orange County border

Q2 Performance Report October 2012 - December 2012

•• Staff continued compiling community outreach materials, such as meeting notes, database entries, and constituent correspondence for the project documentation report scheduled for completion in early 2013 •• Presentations to civic and community presentations and other interested stakeholders continued

33


Capital Projects

I-405 Improvement Project LOOKING AHEAD

PUBLIC OUTREACH MEETINGS (Q2)

Caltrans will select the Preferred Alternative (PA) to move forward Organization into design and construction. Community Outreach will focus Los Alamitos School District on informing the public of the PA decision and project next LA/OC Coordination meeting steps. A series of soundwall surveys and meetings will occur Sup. Nguyen Latino Advisory Committee in early 2013 to further refine the project noise analysis and corresponding reports. Residents will be asked to confirm their desire to have a soundwall and the preferred height. The environmental phase outreach contract with Consensus Planning Group will conclude in midâ&#x20AC;&#x2018;2013, and a new outreach contract for pre-construction and construction outreach will commence.

Supports OCTA Strategic Plan mobility and public service goals.

34

Q2 Performance Report October 2012 - December 2012


Capital Projects

O.C. Bridges OVERVIEW

Trade Corridor Improvement Fund Bridge Projects YORBA LINDA BLVD.

WY

BNSF RI

GHT-OF

Orangethorpe Ave

TU

-WAY

Lakeview Ave

AWARD: June 2013 COMPLETE: Sept 2015

IN

AVE

AWARD: July 2012 COMPLETE: March 2015

ST

AVE

Anaheim

E

AV LMA

LA PA

91

LL S

SSE

GLA

ST

55

HL

NO

RA

D

HR

NC

T

SUNKIST ST

STATE COLLEGE BLVD

EAST

Lead Agency: City of Fullerton

BLVD

A LOM

MIRA

E

E AV

HORP

NGET

ORA

AWARD: July 2011 COMPLETE: June 2014

91

AVE

EMER

AWARD: July 2013 COMPLETE: March 2016

THORPE

KRA

Placentia Ave

E

LAKEVIEW AVE

RAYMOND AVE

ORANGE

E

ER AV

WTH CRO

Raymond Ave

LN AV

AWARD: July 2012 COMPLETE: December 2014

E.

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 delivered to 425 stakeholders. •• Outreach team met with 40 City of Placentia residents at the Placentia’s Harvest Festival at Tri-City Park in October. •• Outreach meeting held in October for Lakeview Orchard condominium owners to review plans to modify their driveway access.

•• Project tour of Placentia Avenue project and O.C. Bridges program presentation for approximately 30 Focus on the Future participants. •• Outreach team participated in Placentia’s Downtown Merchant Association’s Tamale Festival and talked with more than 40 residents.

•• Supplemental outreach material provided to 125 Del Cerro Mobile Estates residents to notify them of additional demolition activities in November.

Q2 Performance Report October 2012 - December 2012

An outreach meeting held October 15 provided public information and answered questions about the project.

Supports OCTA Strategic Plan mobility and public service goals.

35


Capital Projects

O.C. Bridges CONSTRUCTION SCHEDULE

O.C. Bridges Outreach Activities

By The Numbers

Excavation and shoring activities at Kraemer Boulevard undercrossing project.

6 email blasts to 400

275 notifications

17,000 web hits

83% attendees reported

distributed

community meetings were helpful, and answered their questions

LOOKING AHEAD

Construction will begin on Tustin Avenue/Rose Drive and Orangethorpe Avenue overcrossing projects. Open houses for community members will be scheduled in advance of major construction activities.

36

Q2 Performance Report October 2012 - December 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

•• Utilized multimedia tools such as infographics, interactive detour maps, and social media to provide real-time construction and project updates to 7,015 community members. •• Posted, emailed, and publicized 13 construction alerts, resulting in 6,409 views by commuter and commercial motorists.

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

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

Garden Grove Blvd.

Main St. Main St.

5 Bristol St. Bristol St.

Garden Grove Blvd.

Chapman Ave.

5

Glassell St. Glassell St.

Orange

Katella Ave.

Dr. y Dr. ty Cit The Ci The

•• Participated in four community events with more than 125 face-to-face interactions.

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 Q2, the outreach team met with residents and businesses in Brea, Fullerton, Placentia, and Anaheim to provide information and answer questions about construction activity. The outreach team participated in multiple community events and expanded its use of multimedia tools in an effort to provide real-time construction updates via the web, social media, and other channels.

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

•• Reached more than 315 individuals through targeted neighborhood and business outreach in Brea, Placentia, and Anaheim. Provided project materials, construction activity fliers, and face-to-face updates. •• Refined social media outreach through creative postings and distribution of infographics to keep 606 followers engaged.

Q2 Performance Report October 2012 - December 2012

Crews will widen 15 bridges between Katella and Orangethorpe as part of the SR-57 Northbound Widening Project Supports OCTA Strategic Plan mobility and public service goals.

37


Capital Projects

SR-57: A Classic New Edition CONSTRUCTION SCHEDULE

PUBLIC OUTREACH MEETINGS (Q2) Organization Wisteria community information tables in Brea Glenbrook community meeting in Brea Annual Nutcracker Christmas Tree Lighting and Holiday Annual Tamale Festival and Las Posadas

SR-57 Outreach Activities

By The Numbers

13 email blasts to 2,000

4,800 web hits

129 face-to-face community updates

6,400 views of project detours

LOOKING AHEAD

With increased construction activity planned for early 2013, the SR-57 outreach team will expand its efforts along the project. The team will continue to be proactive with its outreach to neighborhoods, businesses and stakeholders throughout the project area by attending community events and conducting regular visits with local businesses and community leaders.

38

Q2 Performance Report October 2012 - December 2012


Capital Projects

SR-91 OVERVIEW

Caltrans and OCTA are relieving congestion and improving operations on State Route 91 (SR-91) by adding a new, six-mile westbound and eastbound general-purpose lane between State Route 55 (SR55) and State Route 241. The project also improves the drive to residential, business, and other key destinations in Anaheim Hills and Yorba Linda by boosting capacity and throughput at the eastbound Lakeview Avenue, Imperial Highway and Yorba Linda Boulevard/Weir Canyon Road off-ramps. On pace to be finished in early 2013, the $75 million project is funded by State Transportation Improvement Program and Corridor Mobility Improvement Account funds, and will be the second in a series of SR-91 project delivered as part of Orange County’s Measure M Program. During the second quarter of FY 2012-13, Caltrans and OCTA achieved some key milestones on the 91 Westbound and Eastbound Lane Addition Project. In October, the project reached the 80% completion mark. In November, the new, six-mile westbound and eastbound general-purpose lanes were largely opened up to peak-hour commuters. And in December, construction crews re-opened the eastbound Lakeview loop on-ramp. In doing so, construction crews wrapped-up work on a total of fifteen on- and off-ramps that were fully reconstructed and realigned as part of the project. The 91 communications and outreach team made presentations, distributed project updates, and maintained a presence on the web and social media.

HIGHLIGHTS / KEY ISSUES

•• Delivered multimedia presentations to the OCTA Board of Directors, the 91 Advisory Committee, as well as citizen committees and community organizations with average attendance of approximately 35.

Q2 Performance Report October 2012 - December 2012

•• Developed, posted, and distributed 11 project alerts announcing construction operations on roadway and ramps. •• Wrote three articles featured in the CEO Weekly Update and posted a tweet per week for more than 900 followers.

39


Capital Projects

SR-91: A Better 91 CONSTRUCTION SCHEDULE FOR SR-91 BETWEEN SR-55 AND SR-241

PUBLIC OUTREACH MEETINGS (Q2)

SR-91 Outreach Activities

Organization

By The Numbers

OCTA Board of Directors 91 Advisory Committee

11 email blasts to 750

5,000 web hits

5 outreach meetings with

9 project tweets to 900 Twitter followers

200 people

Citizens Advisory Committee Taxpayer Oversight Committee Greater Anaheim Kiwanis Club

LOOKING AHEAD

The project will, barring unexpected weather or operational delays, be completed in Q3 of FY 2012-13. During this quarter, roadway crews will finish installing loop detectors, grinding pavement, and striping all lanes within the project limits in final configurations. Beyond this, crews will be undertaking punch list items, such as safety barrier removal, maintenance of gore areas, and demobilizing of staging areas. To mark the projectâ&#x20AC;&#x2122;s completion, Caltrans and OCTA will organize a project completion ceremony with a ceremonial first drive, as well as direct mail a project completion and thank you to the surrounding community. Supports OCTA Strategic Plan mobility and public service goals.

40

Q2 Performance Report October 2012 - December 2012


Capital Projects

I-5 Central County Improvement Project OVERVIEW

The 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 make improvements on the southbound I-5 First Street on-ramp. The project is currently in the environmental stage. 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 2013 and will release the final environmental impact report after with a suggested alternative. HIGHLIGHTS / KEY ISSUES

•• Project staff continued outreach efforts to inform the community of the project as well as prepare them for the public hearing set for summer 2013. The project team hit the streets and walked doorto-door, introducing the project to local businesses and signed them up to receive electronic project updates. •• Hosted the first Stakeholder Working Group on Thursday, October 25. More than 20 community stakeholders attended the meeting to learn about the project and share feedback and questions with OCTA staff members. •• The Ascertainment Report was also finalized and printed for project record during November. PROPOSED SCHEDULE

Q2 Performance Report October 2012 - December 2012

41


Capital Projects

I-5 Central County Improvement Project LOOKING AHEAD

Looking forward, the I-5 Central County outreach team will continue to pursue regular dialogue with the key stakeholders established in the ascertainment process. OCTA will host a second Stakeholder Working Group meeting in January 2013. The team will also focus efforts on planning and publicizing the Public Hearing, scheduled for April 2013.

PUBLIC OUTREACH MEETINGS (Q2) Organization San Juan Capistrano Chamber San Clementeâ&#x20AC;&#x2122;s Downtown Business Association San Juan Capistrano Restaurant & Tourism Association San Juan Hills Field Club OC Association of Realtors / Rancho Santa Margarita Chapter Faire Harbour Hill San Clemente

Supports OCTA Strategic Plan mobility and public service goals.

42

Q2 Performance Report October 2012 - December 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

Over the past few months, the project team has been active in the cities of San Clemente and San Juan Capistrano. Presentations were made to nearly a dozen groups, organizations, and homeowners associations in both cities. In addition, the team worked closely with the city of San Juan Capitrano and its Aesthetic Sub Committee on design plans for a large retaining wall at Camino Capistrano and Stonehill Drive. City officials, community leaders, Caltrans, and OCTA representatives worked closely together to design the wall. Plans for the wall will be unveiled at a spring 2013 city council meeting. HIGHLIGHTS / KEY ISSUES

•• During the second quarter, the key focus in outreach efforts were presentations to businesses and community groups, and attending community events. •• Project information was distributed to nearly 1,600 people at: San Clemente High School’s back to school night Four San Juan Capistrano Farmers Markets Two San Clemente monthly craft fairs

•• To date many positive comments have been received from residents and businesses thanking the team for getting out early in the process. Proactive outreach will continue leading up to and throughout the construction of the project. •• The project Facebook page is actively updated each week and has garnered 45 likes. Social media will continue to play a major role in communicating to stakeholders. The OCTA South County website has seen an average of more than 350 hits on the project webpages each month.

San Clemente’s “Putting on the Glitz” event San Juan Capistrano’s annual tree lighting

Q2 Performance Report October 2012 - December 2012

43


Capital Projects

I-5 South: Avenida Pico to San Juan Creek Road

The I-5 project team partners with Caltrans at its Stakeholder Working Group in San Juan Capistrano.

I-5 team members distribute project information at San Juan Capistrano’s tree lighting ceremony.

LOOKING AHEAD

The following has been scheduled for early 2013: •• Caltrans San Juan Capistrano Stakeholder Working Group •• San Clemente Stakeholder Working Group •• SeaScape Village Homeowners Association •• St. Andrews By the Sea Church Board and Congregation •• San Clemente Kiwanis •• San Juan Capistrano Rotary •• San Clemente Chamber of Commerce Legislative and Transportation Committee

In addition, the project team will continue to be active at community events attending the San Juan Capistrano Farmers Market, San Clemente Craft Fair, and various other large scale events such as Swallow’s Day in San Juan Capistrano. In addition, the team will continue to coordinate its stakeholder working group in San Juan Capistrano with Caltrans and its Ortega Interchange project to minimize duplicate efforts. We will host our own San Clemente / Dana Point Stakeholder Working Group in January and every quarter thereafter.

Supports OCTA Strategic Plan mobility and public service goals.

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Q2 Performance Report October 2012 - December 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 State Route 73 (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 is conducting ascertainments with key stakeholders to gather feedback and generate public awareness. HIGHLIGHTS / KEY ISSUES

•• Scheduled city council presentations throughout December and early 2013. •• Staff has begun planning the project’s first community open house set for February 2013. •• Posted several status and photo updates on the project Facebook page each week and garnered 45 likes.

PUBLIC OUTREACH MEETINGS (Q2) Organization City of Laguna Niguel City of Laguna Woods City of Aliso Viejo City of Mission Viejo City of Laguna Hills

LOOKING AHEAD

This project is not slated to begin construction until 2018; however, staff will continue to conduct ascertainments in FY 2012-13. The team is in the process of developing the advertisements and a postcard mailing to announce community meetings and will work closely with the cities to invite residents and business owners to attend. In addition, the team Supports OCTA Strategic Plan will work with OCTA media relations to help build awareness for mobility and public service goals. the project and meetings.

Q2 Performance Report October 2012 - December 2012

45


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, OCTAâ&#x20AC;&#x2122;s media relations team focused on generating coverage regarding the new bombdetecting K-9 teams that were added to the Transit Police Services unit. In addition, numerous stories were garnered regarding various holiday promotions such as the Metrolink Toy Express, Stuff-A-Bus, and free bus rides offered on New Yearâ&#x20AC;&#x2122;s Eve. HIGHLIGHTS / KEY ISSUES

112 stories generated in Q2 from 19 press releases

A total of 11 news stories covered the Bomb-Detecting K9 press event

MEDIA COVERAGE FROM PRESS RELEASES (BY TOPIC) 30 25 20 15 10 5 0

46

Q2 Performance Report October 2012 - December 2012


General Communications

Media Relations MEDIA COVERAGE FROM PRESS RELEASES 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

Q4 FY 2011-12

Jul

Aug

Sep

Q1 FY 2012-13

Oct

Nov

Dec

Q2 FY 2012-13

Media Relations - News Releases

KEY MEDIA ACTIVITIES IN Q2

BOMB-DETECTING K9 PRESS EVENT

HOLIDAY EVENTS

•• 11 stories

•• Jingle Pass, Metrolink Toy Express, Stuff-A-Bus, New Year’s Eve Free Rides

•• Coverage in TV, Print and Radio

•• 58 stories covering the various promotional events

LOOKING AHEAD

Key stories in the following quarter will include: •• Construction beginning on the Orangethorpe Avenue and Tustin Rose grade separation projects •• Selection of a new Chief Executive Officer, following Will Kempton’s retirement in February •• Implementation of bus fare adjustment and bus pilot projects

Q2 Performance Report October 2012 - December 2012

Supports OCTA Strategic Plan public service goals.

47


General Communications

Digital Communications OVERVIEW

OCTA.NET PAGE VIEWS

During this quarter, OCTA launched a newly designed website to improve customer experience, increase customer interaction, and enhance brand image. The use of digital communications in programs and campaigns has resulted in increased email subscribers, more Facebook fans, and integrated online video views.

2.5 M

1.5 M

1.0 M

HIGHLIGHTS / KEY ISSUES – WEB

In October 2012, staff launched a newly designed website based on findings from a website assessment that considered usage data, industry trends, and customer input. The reorganization and consolidation of website content has impacted the reported page views of OCTA.net. Staff is continuing to analyze the changes in website traffic. RESULTS

•• More than 3.9 million page views to OCTA.net in Q2. Optimization of website navigation and reorganization of content means that it takes fewer clicks to get to the most requested information, but reduces overall page views. Some sections, such as CAMMnet, are now reported separately.

2.0 M

500 K

0 Q1

Q2

FY 2012-13

Q3

FY 2011-12

MOBILE TRAFFIC TO OCTA.NET (PERCENT OF TOTAL TRAFFIC) 40%

•• 12 percent increase in mobile traffic from smartphones and tablets to OCTA.net in Q2 compared to the prior year. •• Top 10 most-viewed pages on OCTA.net in Q2 were related to bus information

35% 30% 25% 20% 15% 10% 5% 0% Q1

Q2

FY 2012-13

Q3

FY 2011-12

HIGHLIGHTS / KEY ISSUES – EMAIL

EMAILS DELIVERED

To support marketing and communications programs, staff distributed e-blasts and grew the subscriber databases.

140 K

RESULTS

•• 164 unique email blasts provided information on capital projects, marketing promotions, and other OCTA programs and service. •• More than 50,000 email subscribers signed up for bus, capital projects, Metrolink, rideshare, and other updates.

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Q4

•• 289,594 emails delivered in Q2 – a 0.8 percent increase from same quarter the previous year. •• Emails delivered have a 27 percent average open rate. •• Added 500 new subscribers in four weeks from Rideshare Week promotion.

Q4

120 K 100 K 80 K 60 K 40 K 20 K 0 Q1

Q2

FY 2012-13

Q3

FY 2011-12

Q4

Q2 Performance Report October 2012 - December 2012


General Communications

HIGHLIGHTS / KEY ISSUES – YOUTUBE

Online video viewership increased 5 percent compared with the same quarter previous year. Most videos were produced in-house and distributed on YouTube free of charge. Videos were strategically integrated into the newly redesigned website, resulting in better customer engagement and increased video views. RESULTS

•• Redesigned OCTA.net features prominently embedded videos – a total of 30 percent of Q2 videos were played directly on OCTA.net. •• An additional 779 views of the festive OCTA animated holiday card are not included in YouTube views as they were hosted on OCTA.net.

•• OCTA created videos produced a total of 10,111 views in Q2, a decrease of 11 percent from the same period the prior year. The decrease is views is likely due to the fewer number of videos created in Q2.

YOUTUBE VIDEO VIEWS 7K 6K 5K 4K 3K 2K 1K 0 Q1

Q2

FY 2012-13

Q3

FY 2011-12

HIGHLIGHTS / KEY ISSUES – FACEBOOK

TOTAL FACEBOOK FANS

Facebook provided unique marketing and customer engagement opportunities, increasing fans by 77 percent in Q2 compared to the same quarter the previous year. Staff also used new customer engagement tools, such as a social media based raffle to promote OCTA programs and drive Facebook users to OCTA pages.

10 K

RESULTS

•• 9,112 total fans – a 77 percent increase from same quarter previous year.

Q4

9K 8K 7K 6K 5K 4K

news and information about marketing, communications and customer engagement programs

•• 722 new fans in Q2 from the previous quarter due to Jingle Pass social media raffle.

•• A total of 105 customer comments and questions were addressed

•• 337 social media posts viewed a total of 257,209 times at minimal cost to OCTA. Social media updates on Facebook provide

•• Low priced Facebook ads generated 816,000 impressions for 6 campaigns and introduced new fans to OCTA pages.

Q2 Performance Report October 2012 - December 2012

3K 2K 1K 0 Q1

Q2

FY 2012-13

Q3

FY 2011-12

Q4

77 percent increase in Facebook fans 49


General Communications

Digital Communications CONCLUSIONS

The newly designed website has been well received by customers with 86 percent of online survey respondents liking the enhanced navigation. Other digital communications channels grew by using new tactics for engaging and increasing customer interaction. This was particularly evident with the increase of Facebook fans, online video views and email subscribers. Staff strategies and recomendations for digital communications include: •• Develop an online hub to incorporate marketing content from various channels, including e-blasts, promotional newsletters, the CEO Weekly Update, blog posts and social media content. Achieve increased audience reach and engagement. •• Create a new tool that enables users to communicate to customer service via text message, allowing customers to quickly get information, while reducing voice calls to the Customer Information Center. •• Produce effective online videos to capitalize on increased video views from embedded content on OCTA.net. Develop lifestyle, online-video series to encourage ridership and usage of OCTA services. •• Utilize new Facebook tools to engage current fans, grow fanbase and increase email signups. These tactics may include refer-a-friend raffles, trivia games, caption or photo contests. •• Focus on mobile. With more than 34 percent of website hits from a mobile device, staff will develop a native app for bus customers. •• Optimize website load time to increase customer satisfaction. •• Increase user-friendliness of Just Click. Produce and promote an instructional video with a basic tutorial and tips.

50

Q2 Performance Report October 2012 - December 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 varied communities provides increased awareness of and support for OCTA programs and projects. Visibility also assists OCTA in implementing future activities and projects by informing the business and civic community about OCTA projects, services, and programs. Staff focused on completing a study of Orange County’s diverse community in this quarter. HIGHLIGHTS / KEY ISSUES

•• The Asian Business Association of Orange County recognized OCTA with the Corporate Excellence Award for the agency’s contribution to the AsianAmerican business community. More than 300 business owners and professionals gathered Saturday, December 15, 2012 at Disneyland Hotel for the Asian Business Association’s 17th Annual Recognition and Award Gala to recognize leaders and business owners.

•• OCTA participated in Asian Business Association of Orange County annual business expo in Disneyland Hotel. There were more than 500 people in attendance. OCTA staff managed the booth and spoke to vendors. •• Staff participated in12 outreach events and 11 meetings with community leaders, reaching a total of 1,355 people.

Business networking events provide businesses an opportunity to learn about OCTA’s projects and how to do business with public agencies.

LOOKING AHEAD

•• Staff will continue to develop diverse communities programs •• Plan to meet with selected leaders of the community in January 2013 •• Conduct vendor orientation presentations •• Attend and participate in the Jet Propulsion Laboratory Annual Business Expo •• Attend Minority Business Organization Development annual conference •• Project site tour with selected community leaders

Q2 Performance Report October 2012 - December 2012

Supports OCTA Strategic Plan public service goals.

51


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 October 9, the TOC approved an amendment to the Measure M2 Investment Plan to move funds from Project J to Project K in support of the M2020 Plan. The committee also approved eligibility for each of the local jurisdictions and heard presentations on the SR‑91 Project and the OC Bridges Program. On December 11, the TOC reviewed the M1 and M2 June and December Revenue and Expenditure reports. The committee also was provided updates on the M202 Plan of Finance, the I-5 South Projects and the SR-91 Project. OCTA Citizens Advisory Committee (CAC) During this quarter, the CAC discussed OCTA’s Federal and State Legislative Platforms, I-405

52

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 Bicycle / Pedestrian Subcommittee met to discuss pedestrian priorities. OCTA staff updated the Subcommittee on non-motorized access to Metrolink strategy and survey.

The committee received an overview on the selection process for OCTA Board members and a background on each of the newly selected Board Members. An update on the status of the ACCESS procurement was also presented and the committee provided input on the Proposed Bus Fare Adjustment as well as the February service change.

Special Needs Advisory Committee (SNAC) At their quarterly meeting in November, the SNAC presented three ACCESS drivers with “Exceptional Service Awards” for providing excellent customer service. Veolia’s Assistant General Manager was also presented with this award for his efforts at a special event that was attended by 140 ACCESS clients who all needed to be transported on ACCESS vehicles.

Supports OCTA Strategic Plan public service and stewardship goals.

Q2 Performance Report October 2012 - December 2012


Strategic Communications

Public Committees Measure M2 Environmental Cleanup Allocation Committee (ECAC) The first Tier 2 call for projects was issued in June 2012 and OCTA received 12 applications from 10 cities in September. During the fall, staff and the ECAC evaluated the projects, and the ECAC is expected to make a final recommendation in January 2013 with Board action taking place in February 2013. The Tier 2 program will fund regional capital projects that may include constructed wetlands, detention basins, and bioswales, which decrease pollutants such as litter and debris, heavy metals, organic chemicals, and sediment.

M2 Environmental Oversight Committee (EOC) In October, the EOC initiated the process of negotiating and making possible offers on eligible open space properties. There is approximately $7.8 million in available funds for additional acquisitions. To date, OCTA has purchased five open space properties, totaling approximately 950 acres in the Trabuco Canyon area and in Brea.

PUBLIC COMMITTEES IN Q2 Public Committees

Meeting Dates

Measure M Taxpayers Oversight Committee (TOC)

• Oct. 9

Citizens Advisory Committee (CAC)

• Oct. 16

Special Needs Advisory Committee (SNAC)

• Nov. 27

Measure M Environmental Oversight Committee (EOC)

• Oct. 3

• Dec. 11

• Nov. 7 • Dec. 5

Measure M Environmental Clean-Up Allocation Committee (ECAC)

• Dec. 13

In December, the EOC also reviewed and discussed a report on one of the acquired properties, Ferber Ranch. The report outlines the past and current management and maintenance efforts taking place since OCTA purchased the property in May 2011.

Q2 Performance Report October 2012 - December 2012

53


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

Focus on the Future

•• 12 presentations given to organizations throughout California

In November, OCTA partnered with the Self-Help Counties Coalition to host the 23rd annual “Focus on the Future” conference in Newport Beach, welcoming more than 600 transportation agencies, elected officials and private sector representatives to the transit forum. The coalition is an organization of 19 local county transportation agencies delivering voter-approved transportation sales tax measures 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

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identify key first and last mile improvements to make walking and biking to the stations easier, safer, and more attractive for rail passengers.

During the quarter, the project team has conducted community outreach including a survey and community workshops. The survey was available online, as well as at the stations where project staff handed out paper copies and were also equipped with iPads for on-the-spot surveying. Three community workshops were held at the Metrolink Non-Motorized Access Orange Farmers’ Market, the Survey OC Great Park Farmers’ Market, OCTA and the Southern California and the San Juan Capistrano Art Fair. Those who stopped by Association of Governments spoke with project staff about were awarded a Caltrans how non-motorized access grant to study non-motorized could be improved and were accessibility at Orange County’s provided maps to identify where eleven Metrolink stations. This improvements are much needed. study will help local agencies

Q2 Performance Report October 2012 - December 2012


Strategic Communications

Special Projects and Speakers Bureau Over 200 participants provided feedback at the three workshops. Participants were mostly concerned with the safety and convenience of walking and biking. They also expressed a desire for more frequent train service to allow for more flexibility and avoid long waits if you miss the train. OCTA’s Non-motorized Metrolink Accessibility Strategy is scheduled to complete by June 2013. Regional Bikeways Planning OCTA is partnering with local jurisdictions to conduct regional bikeways planning in Orange County. Under the leadership of Director Shawn Nelson, OCTA participated in the Fourth District Bikeways Collaborative, which identified 10 regional bikeway priority projects for the district. Several projects from the collaborative received funding from OCTA’s Bicycle Corridor Improvement Project and are undergoing various phases of implementation.

connect to major activity centers including employment areas, transit stations colleges and universities. The regional bikeway corridors will be identified based on consensus-building and facilitation efforts. A project development team has been created with representatives from La Habra, Fountain Valley, Huntington Beach, Newport Beach, Santa Ana, Stanton, Westminster, OC Parks, Caltrans, La Palma, Cypress, and Seal Beach. Once regional corridors are identified, projects will be studied greater detail and prepared to seek competitive funding. Bike Share Program OCTA is in the process of creating a Bike Share Pilot Program in the City of Fullerton. On October 22nd, 2012 OCTA’s Board of Directors selected a local vendor,

Bike Nation, to launch the bike share pilot program. The program will offer a first and last mile solution for Metrolink trips, which is identified as a priority project in OCTA’s Strategic Plan. The program will also be connected to the bike share program in the City of Anaheim. Grant funding for the program was secured through the FTA’s Federal Bus Livability program and the Mobile Source Reduction Committee’s bike share grant. OCTA has held numerous outreach events to gain feedback from the community throughout the planning process. Outreach events have been held at Cal State Fullerton, Hope International University, at City Hall, and with bicycle stakeholders. The 15 station, 165 bike program will launch in Spring 2013.

The 1st and 2nd District Bikeways Collaborative will build upon this success to develop a bikeways strategy and a set of feasibility studies for the areas. The strategy will identify regional bikeway corridors that

Q2 Performance Report October 2012 - December 2012

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External Affairs Performance Report Q2 FY 2012-13