File #: 2023-0002   
Type: Informational Report Status: Filed
File created: 1/4/2023 In control: Finance, Budget and Audit Committee
On agenda: 4/19/2023 Final action: 4/27/2023
Title: RECEIVE AND FILE report on TAP updates about Fare Capping Marketing, Cash to TAP Conversion and the review of CAL-ITP open payment.
Sponsors: Finance, Budget and Audit Committee
Indexes: Accessibility, Barriers (Roads), Customer service, Fare Zone, Informational Report, Low-Income Fare is Easy (LIFE), Outreach, Payment, Rail transit, Research, Ridership, Strategic planning, Students, Surveys, Testing, Transit buses
Attachments: 1. Attachment A - Metro Fare Change Summary, 2. Attachment B - Cash and TAP Use on Metro in 2022, 3. Attachment C - Market Research Findings Summary & Sources, 4. Attachment D - Fare Payment Survey Analysis, 5. Attachment E - Bus Operator Survey Questions and Results, 6. Attachment F - Cash to TAP Campaign Update, 7. Attachment G - Fare Capping Customer Journey, 8. Attachment H - Fare Changes & Capping Campaign Strategy, 9. Attachment I - TAP Vendor Update, 10. Presentation
Related files: 2020-0355, 2020-0565, 2020-0638, 2020-0704, 2020-0815, 2021-0627, 2022-0351, 2022-0664, 2022-0739, 2022-0740, 2022-0741
Meeting_Body
FINANCE, BUDGET AND AUDIT COMMITTEE
APRIL 19, 2023

Subject
SUBJECT: FARE CAPPING MARKETING UPDATE, CASH TO TAP CONVERSION UPDATE AND CAL-ITP OPEN PAYMENT EFFICACY

Action
ACTION: RECEIVE AND FILE

Heading
RECOMMENDATION

Title
RECEIVE AND FILE report on TAP updates about Fare Capping Marketing, Cash to TAP Conversion and the review of CAL-ITP open payment.

Issue
ISSUE

This report provides updates on the comprehensive fare capping marketing plan and the market research efforts underway that support the conversion of cash customers onto TAP.

This report also includes an update on discussions with Caltrans about the benefits of the California Integrated Travel Project (Cal-ITP).

Background
BACKGROUND

In March 2021 (File ID 2020-0704) the Board of Directors approved moving forward with a fare capping pilot. In June 2022, staff provided an update on the fare capping timeline (File ID 2022-0351), and in September 2022, an oral report, Fare Capping Update (File ID 2022-0664), was presented to the Board. This prompted a discussion about the importance of a comprehensive marketing and outreach plan to launch fare capping, including a directive to do a deep analysis into understanding cash paying riders and to ensure that TAP is easily accessible to non-English speaking riders. In November 2022, (File ID 2022-0813) staff provided updates on the multi-phase regional marketing campaign to convert cash paying riders to TAP. The update also included plans to conduct market research to understand the cash paying rider. Efforts to grow the TAP vendor network in Spanish markets and non-English speaking communities and increase TAP card accessibility through the distribution of free TAP cards were also reported. In December 2022, the Board of Directors approved the simplified fare change proposal (see Attachment A - Metro Fare Change Summary) to be implemented Summer 2023, parallel to fare capping.

Discussion
DISCUSSION

Fare capping is ...

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