City of Lawrence

Public Transit Department

MEMORANDUM

TO:	Mike Wildgen, City Manager
FROM:	Karin Rexroad Public Transit Administrator
DATE:	June 22, 2004
CC:	David Corliss, Assistant City Manager

In an effort to manage requests for transit free ridership events on the Lawrence Transit System’s fixed routes and to provide additional transportation opportunities to try the “T”, the Public Transit Advisory Committee (PTAC) makes the following recommendation to the City Commission:

Free Ridership Days

PTAC recommends that ten (10) fixed route free ridership days per calendar year be designated to be used in conjunction with marketing efforts to increase ridership.  Transit staff would be given the latitude to choose the days to enhance the Communications Plan that is developed annually and to meet opportunities that arise within the community.  Example:  Sesquicentennial Celebration.

The Lawrence Transit System receives numerous requests for free ridership centered on promotional activities such as the downtown sidewalk sale, helmet fair as well as other community activities.  The transit system traditionally has provided free ridership for events such as downtown sidewalk sale, helmet fair and has held limited promotions for free ridership around the holidays and the beginning of the summer season.  

Free ridership days centered on community events have increased our ridership by up to 25% for the day.  Based on the April 2004 ridership report, the estimated loss in revenue for a free ridership day can be as low as $185.00 (Saturday event) to a high of $539.00 (day after Thanksgiving) with an average loss per free ridership day of $362.   PTAC believes that if someone tries the “T”, they find the “T” is a viable alternative, and they continue to ride the “T” and recommend the “T”.