Metro - File #: 2016-0742

• File #: 2016-0742
• Type: Motion / Motion Response
• Status: Filed
• File created: 9/8/2016
• In control: System Safety, Security and Operations Committee
• On agenda: 10/20/2016
• Final action: 10/20/2016
• Title: RECEIVE AND FILE informational report in response to Board Motion on Line 501 to present proposed marketing plan, improved span of service and a temporary reduction in fare.
• Sponsors: Board of Directors - Regular Board Meeting
• Indexes: Ara Najarian, Arroyo Verdugo subregion, Bob Hope Airport, Budgeting, Burbank, City of Los Angeles, Del Mar Station, Fare Structure, Glendale, Informational Report, Memorial Park Station, Metro Gold Line, Metro Orange Line, Metro Rail A Line, Metro Rail B Line, Metro Rail L Line, Michael Antonovich, Motion / Motion Response, North Hollywood Station, North San Fernando Valley Transit Corridor, Operations Transportation (Project), Pasadena, Plan, Ridership, Roadside advertising, Safety and security, San Fernando Valley Service Sector, San Fernando Valley subregion, Security, Students, System safety

Date	Action By	Action	Result
10/27/2016	Board of Directors - Regular Board Meeting
10/20/2016	System Safety, Security and Operations Committee

Meeting_Body
REVISED
SYSTEM SAFETY, SECURITY AND OPERATIONS COMMITTEE
OCTOBER 20, 2016

Subject/Action
SUBJECT: RESPONSE TO BOARD MOTION ON LINE 501 TO PRESENT PROPOSED MARKETING PLAN, IMPROVED SPAN OF SERVICE, AND A TEMPORARY REDUCTION IN FARE
ACTION: RECEIVE AND FILE

Heading
RECOMMENDATION

Title
RECEIVE AND FILE informational report in response to Board Motion on Line 501 to present proposed marketing plan, improved span of service and a temporary reduction in fare.
Issue
ISSUE
At the August 18, 2016, System Safety, Security and Operations Committee Meeting, Board Members Antonovich and Najarian presented a motion (Attachment A) directing the CEO to direct staff to implement the following:
1) Place wayfinding signage at stops along Line 501, including North Hollywood station, Burbank, Glendale, Del Mar Station and Memorial Park Station to ensure that riders can easily locate Line 501; and
2) Ensure that Line 501 is included in existing informational signage at each stop that lists connections and destinations.
In addition, the CEO is to return in October with an informational report from staff on the following:
A: Conduct a feasibility/cost study for reducing fares to match MTA's regular fare and transfer structure and/or promotional programing that offers free or discounted fares for a specified period of time (i.e. 60 days);
B: Identification of weekend sporting, concert, holiday, cultural and other major events in the City of Los Angeles and cities along the SR-134 and I-210 corridors, coupled with a cost-effective marketing plan that promotes Line 501 service as a preferred mode of transportation to those events;
C: Inventory new eye-catching marketing materials such as seat drops and signage on the Orange and Gold Lines that promote destinations by way of Line 501 connections, such as Hollywood Burbank Airport;
D: Conduct a cost estimate and the feasibility of including Line 501 on system map kiosks; and
E: Conduct a cost estimate and the feasibi...