This is the SECOND in a series of presentations that deals with the question: how can we make public transit systems more effective at attracting new riders and shaping urban regions? Alan Hoffman, an internationally recognized expert in transit markets, discusses the findings of market research he has conducted or supervised, as well as his work advising cities and regions across the planet on how to improve their transit systems. This second presentation sums up the results of market research efforts conducted across different cities in the U.S. and abroad and extrapolates the three key planning and design variables that matter most to the choice market. Regions that get smart about these three factors can transform the role that rapid transit plays in shaping their growth and in the quality of life of many if not most residents. The Mission Group is a strategy firm that has helped many cities devise strategies to boost the long-term effectiveness of their transit planning so that they can set and achieve ambitious goals for transforming the role that transit plays in their regions.

1. 1A Market-Focused Paradigm for Public Transit, pt. 2: How to Attract the Choice Market© 1998-2013 by The Mission Group. All rights reserved.
A Market-Focused Paradigm
for Public Transit
THE MISSION GROUP
Part 2—How to Attract the Choice Rider
Alan Hoffman ▪ San Diego, California ▪ (619) 232-1776 ▪ info@missionconsult.com
© 2013 by The Mission Group. All Rights Reserved.
PART
2www.missionconsult.com

2. Market research across US cities
(and internationally) points to three
primary planning variables that will
determine whether or not someone
would choose to use transit.

3. Studies done in San Diego and
Atlanta highlight these findings.

4. 4A Market-Focused Paradigm for Public Transit, pt. 2: How to Attract the Choice Market© 1998-2013 by The Mission Group. All rights reserved.
Findings from Market Research
1/6 will
never use
transit
SAN DIEGO

5. 5A Market-Focused Paradigm for Public Transit, pt. 2: How to Attract the Choice Market© 1998-2013 by The Mission Group. All rights reserved.
Findings from Market Research
1/6 will
never use
transit
1/6
strongly
prefer
transit
SAN DIEGO

6. 6A Market-Focused Paradigm for Public Transit, pt. 2: How to Attract the Choice Market© 1998-2013 by The Mission Group. All rights reserved.
Findings from Market Research
1/6 will
never use
transit
1/6
strongly
prefer
transit
2/3 will use transit
if and when it
meets their needs:
SAN DIEGO

7. 7A Market-Focused Paradigm for Public Transit, pt. 2: How to Attract the Choice Market© 1998-2013 by The Mission Group. All rights reserved.
Findings from Market Research
1/6 will
never use
transit
1/6
strongly
prefer
transit
2/3 will use transit
if and when it
meets their needs:
ATLANTA
SAN DIEGO

8. 8A Market-Focused Paradigm for Public Transit, pt. 2: How to Attract the Choice Market© 1998-2013 by The Mission Group. All rights reserved.
Findings from Market Research
1/6 will
never use
transit
1/6
strongly
prefer
transit
2/3 will use transit
if and when it
meets their needs:
ATLANTA
SAN DIEGO

9. 9A Market-Focused Paradigm for Public Transit, pt. 2: How to Attract the Choice Market© 1998-2013 by The Mission Group. All rights reserved.
Findings from Market Research
1/6 will
never use
transit
1/6
strongly
prefer
transit
2/3 will use transit
if and when it
meets their needs:
ATLANTA
SAN DIEGO

10. 10A Market-Focused Paradigm for Public Transit, pt. 2: How to Attract the Choice Market© 1998-2013 by The Mission Group. All rights reserved.
Findings from Market Research
“Get me
from point A
to point B…”
A B
1/6 will
never use
transit
1/6
strongly
prefer
transit
2/3 will use transit
if and when it
meets their needs:
ATLANTA
SAN DIEGO

11. 11A Market-Focused Paradigm for Public Transit, pt. 2: How to Attract the Choice Market© 1998-2013 by The Mission Group. All rights reserved.
Findings from Market Research
“… quickly
and don’t
make me
wait…”
NEXT VEHICLE:
< 10 minutes
“Get me
from point A
to point B…”
A B
1/6 will
never use
transit
1/6
strongly
prefer
transit
2/3 will use transit
if and when it
meets their needs:
ATLANTA
SAN DIEGO

12. 12A Market-Focused Paradigm for Public Transit, pt. 2: How to Attract the Choice Market© 1998-2013 by The Mission Group. All rights reserved.
Findings from Market Research
“… quickly
and don’t
make me
wait…”
NEXT VEHICLE:
< 10 minutes
“Get me
from point A
to point B…”
A B
“…and I
want to feel
good about
it.”
1/6 will
never use
transit
1/6
strongly
prefer
transit
2/3 will use transit
if and when it
meets their needs:
ATLANTA
SAN DIEGO

13. 13A Market-Focused Paradigm for Public Transit, pt. 2: How to Attract the Choice Market© 1998-2013 by The Mission Group. All rights reserved.
Findings from Market Research
“… quickly
and don’t
make me
wait…”
NEXT VEHICLE:
< 10 minutes
“Get me
from point A
to point B…”
A B
“…and I
want to feel
good about
it.”
1/6 will
never use
transit
1/6
strongly
prefer
transit
2/3 will use transit
if and when it
meets their needs:
Network
Structure
(Connectivity)
ATLANTA
SAN DIEGO

14. 14A Market-Focused Paradigm for Public Transit, pt. 2: How to Attract the Choice Market© 1998-2013 by The Mission Group. All rights reserved.
Findings from Market Research
“… quickly
and don’t
make me
wait…”
NEXT VEHICLE:
< 10 minutes
“Get me
from point A
to point B…”
A B
“…and I
want to feel
good about
it.”
1/6 will
never use
transit
1/6
strongly
prefer
transit
2/3 will use transit
if and when it
meets their needs:
Network
Structure
(Connectivity)
System
Performance
(Time)
ATLANTA
SAN DIEGO

15. 15A Market-Focused Paradigm for Public Transit, pt. 2: How to Attract the Choice Market© 1998-2013 by The Mission Group. All rights reserved.
Findings from Market Research
“… quickly
and don’t
make me
wait…”
NEXT VEHICLE:
< 10 minutes
“Get me
from point A
to point B…”
A B
“…and I
want to feel
good about
it.”
1/6 will
never use
transit
1/6
strongly
prefer
transit
2/3 will use transit
if and when it
meets their needs:
Network
Structure
(Connectivity)
System
Performance
(Time)
Customer
Experience
ATLANTA
SAN DIEGO

16. 16A Market-Focused Paradigm for Public Transit, pt. 2: How to Attract the Choice Market© 1998-2013 by The Mission Group. All rights reserved.
Building Effective Transit
Connect
More Places
Together
More
Directly ASAP
Connect
More Places
Together
More
Directly ASAP
If transit can be not merely convenient or useful, but indispensable,
it can shape how a city grows and add to quality of life.
“… quickly
and don’t
make me
wait…”
NEXT VEHICLE:
< 10 minutes
“Get me
from point A
to point B…”
A B
“…and I
want to feel
good about
it.”
Network
Structure
(Connectivity)
System
Performance
(Time)
Customer
Experience

17. 17A Market-Focused Paradigm for Public Transit, pt. 2: How to Attract the Choice Market© 1998-2013 by The Mission Group. All rights reserved.
Building Effective Transit
Connect
More Places
Together
More
Directly ASAP
Connect
More Places
Together
More
Directly ASAP
Make Those
Connections
Faster
than Driving
Make Those
Connections
Faster
than Driving
Make Those
Connections
More
Frequent
Make Those
Connections
More
Frequent
If transit can be not merely convenient or useful, but indispensable,
it can shape how a city grows and add to quality of life.
“… quickly
and don’t
make me
wait…”
NEXT VEHICLE:
< 10 minutes
“Get me
from point A
to point B…”
A B
“…and I
want to feel
good about
it.”
Network
Structure
(Connectivity)
System
Performance
(Time)
Customer
Experience

18. 18A Market-Focused Paradigm for Public Transit, pt. 2: How to Attract the Choice Market© 1998-2013 by The Mission Group. All rights reserved.
Building Effective Transit
Connect
More Places
Together
More
Directly ASAP
Connect
More Places
Together
More
Directly ASAP
Make Those
Connections
Faster
than Driving
Make Those
Connections
Faster
than Driving
Make Those
Connections
More
Frequent
Make Those
Connections
More
Frequent
Make Transit
Infrastructure
the Center
of Civic Life
Make Transit
Infrastructure
the Center
of Civic Life
If transit can be not merely convenient or useful, but indispensable,
it can shape how a city grows and add to quality of life.
“… quickly
and don’t
make me
wait…”
NEXT VEHICLE:
< 10 minutes
“Get me
from point A
to point B…”
A B
“…and I
want to feel
good about
it.”
Network
Structure
(Connectivity)
System
Performance
(Time)
Customer
Experience

19. 19A Market-Focused Paradigm for Public Transit, pt. 2: How to Attract the Choice Market© 1998-2013 by The Mission Group. All rights reserved.
In the next three parts of this
presentation, we’ll look at
and how to use this knowledge
to improve our transit systems.
Network
Structure
(Connectivity)
System
Performance
(Time)
Customer
Experience

20. 20A Market-Focused Paradigm for Public Transit, pt. 2: How to Attract the Choice Market© 1998-2013 by The Mission Group. All rights reserved.
THE MISSION GROUP
3725 Talbot Street, Suite E • San Diego, California 92106 USA
+1 (619) 232-1776 • info@missionconsult.com
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Proposals
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