Commuter Services
Fiscal Year 2003 Annual Report
July 1, 2002 Through June 30, 2003

Arlington County's Commuter Services (formerly Commuter Assistance Program) continues its strong reputation as one of the most successful and innovative TDM (transportation demand management) programs in the country. The following report tracks the performance of the Commuter Assistance Program for the completed Fiscal Year 2003 (July 1, 2002 – June 30, 2003).

Professional Recognition for the Arlington County Commuter Assistance Program

Association for Commuter Transportation. In September 2002, at the Association for Commuter Transportation (ACT) Annual International Meeting in Philadelphia, Pennsylvania the Arlington County, Virginia Commuter Assistance Program received ACT’s two highest award honors.

The first award was the 2002 Association for Commuter Transportation (ACT) Leadership Award and it went to the Arlington County Commuter Assistance Program for its years of cutting edge service and innovation. This award is provided to “an individual or organization that has exhibited outstanding contributions to the field of transportation demand management through excellence and effective leadership skills.

The second went to Chris Hamilton, Program Manager for the Arlington County Commuter Assistance Program, who was honored with the Bob Owens TDM Champion Award, presented to “an innovative/entrepreneurial individual who has championed advances for TDM in the transportation field and/or who has develoed an extremely successful TDM program.

American Public Transit Association. In September 2002, the American Public Transit Association (APTA) honored the Arlington County, Virginia Commuter Assistance Program with its 2002 AdWheel for “Best Internet Site” for CommuterPage.com.

MuniNet Guide and Review. CommuterPage.com was named by MuniNet Guide and Review as a “Top Pick” again in 2002 saying: “Named This site has been identified as a MuniNet Top Pick for years, and remains on our list of outstanding web sites this year as well. As it continues to evolve, the site becomes more informative, savvy and service-oriented. Online ticket sales, commuter news and DC-area mass transit schedules are just the beginning. The site also offers materials pertaining to telecommuting, bicycling and other transportation options, as well as reports on current conditions. This year, CommuterPage began offering information – commuter news and schedules – on PDAs, Palm Pilots, Pocket PCs and web-enabled wireless devices. In another innovative move, CommuterDirect.com Corporate Services is now able to automatically administer corporate commuter benefits through the web site.”

The Commuter Store®, CommuterDirect.com®

Jay Freschi, Contract Manager, The Commuter Stores

Record Fare Sales. The Arlington County Commuter Stores continue to record very high sales figures. For the fourth straight year we have set new sales records, with FY2003 sales of $8,491,027 in tickets, tokens and passes sold. This is an increase of 19% from the $7,111,690 sold in FY2002, a 48% increase from the $5,736,865 sold in FY2001, a 96% increase versus the $4,287,204 sold in FY2000 and an astounding 133% more than the $3,605,769 in fare sales from FY1999. The Commuter Store at Crystal City accounted for 48% of those total sales or $4,000,718, Commuter Direct.com 31% or $2,617,382, The Commuter Store at Rosslyn 12% or $1,044,993, The Commuter Store at Ballston 8% or $702,888, The Commuter Store at Columbia Pike sold $54,198 and the two Mobile Commuter Stores combined for $70,848 in sales.

Of the three locations which sold over one million dollars worth of fare media, CommuterDirect.com had the biggest jump by increasing its FY2002 sales of $1,796,935 by 46%. The internet-based sales service handled $2,617,382 worth of sales, second only to the Crystal City location which sold $4,000,718 in FY2003, an increase of 17% over its $3,419,610 in FY2002. The Commuter Store at Rosslyn ended FY2003 with slightly lower sales $1,044,993 in FY2003 versus $1,121,449 (-7%) in FY2002 due to the removal of the VRE ticket machine from that location.

Retail and Mobile Stores and Online (CommuterDirect.com) Customers. Overall, the number of customers visiting The Commuter Stores and online at CommuterDirect.com increased by 3% with 145,240 in FY2003 compared to140,626 in FY2002. Looking at the number of customers at each location, Crystal City serviced 53,986 customers for a 37% share, Rosslyn serviced 37,708 customers for a 26% share, CommuterDirect.com serviced 18,419 customers for a 13% share Ballston serviced 16,880 customers for a 12% share, The Mobile Commuter Stores serviced 14,751 for an impressive 10% share and The Commuter Store at Columbia Pike serviced 3,496 customers in its 1st full year of operations, a 2% share.

New and Improved. The Commuter Store at Crystal City received a high tech makeover in June of 2003, the new store combines many state of the art features, including customer friendly user stations that allow customers to visit relevant websites to help them with their planning and coordination of their commuting needs. The store also added an electronic map display which allows customers to quickly and easily view maps to aid them in with their commutes. In addition to these changes, the stores overall appearance was given a crisp new look that makes for a better shopping experience for the customers that visit that store. The store remains in the same location that it has had for the past 11 years in the Crystal City Underground Shopping Mall.

FY2003 was a breakout year for The Mobile Commuter Stores. These two mobile information and sales centers have quickly become a common site in the Northern Virginia area, they serve 7 unique locations every week and more than 14 locations throughout the month. Commuters in the Northern Virginia area have become dependant on these two mobile stores to help them with all of their commuting needs from signing up for the Guaranteed Ride Home Program to Carpooling, these two Mobile Commuter Stores handle it all.

CommuterPage.com®

The number of visitors to CommuterPage.com® continues to grow as the site has become the region’s one-stop-shop for commuting news and information. During FY 2003 the monthly number of “Visitor Sessions” on the site ranged from a low of 58,263 in December, 2002 to a high of 93,440 in February 2003. At the end of the Fiscal Year over 935,000 Visitor Sessions were recorded, a 42% increase over the 660,000 sessions the previous year. Nearly 350,000 of these Sessions were from “Unique Visitors.” For comparison purposes, in FY2001, between 26,000 and 52,000 “visitor sessions” per month were recorded at CommuterPage.com; however in FY2002 that number grew to between 39,000 and 72,000 “visitor sessions,” nearly a 43% increase.

During FY03 Arlington County Commuter Services partnered with the Northern Virginia Transportation Commission to bring CommuterPage.com Mobile Services to the region. A year earlier, Arlington Metrobus and Arlington Transit schedules as well as commuter news was made available to persons using Palm Pilots, Pocket PCs and web enabled cell phones. NVTC paid for the rest of Northern Virginia transit systems to also be included.

Also during FY03 Arlington Transportation Partners launched the online MyRewards incentive tool to keep in touch with their clients. In addition a new online Brochure Service was initiated for ATP clients as well as individual users of CommuterPage.com. Hidden to the public was a new inventory control system that was built into the backend, that Commuter Store staff use to track and process individual and corporate orders, as well as keep all 4 stores stocked.

Arlington Transportation Partners’ Employer Services

Lois DeMeester, Executive Director, ATP

Arlington Transportation Partners employer services program grew from 127 “member” companies in 1998, to 239 companies in 1999, 290 companies in 2000, 344 companies in 2001, and 402 in 2002. At the end of FY 2003 this number reached an unprecedented high of 466 companies representing 124,510 employees throughout Arlington. FY2003 demonstrated a 15% growth in ATP’s client base over the previous year and a 267% overall growth since the end of FY1998.

ATP’s employers are classified by levels that correspond to the Metropolitan Washington Council of Governments Commuter Connections’ Employer Services criteria (Level-1 – meeting with a company; Level-2 – buy in, information distribution; Level-3 – Metrochek and other high level programs such as telework; Level-4 – two or more Level 3 programs.) The ATP’s adopted employer classification of the COG model is as follows:

• Level 1 (Bronze) Employers express some interest in commuter programs and distribute information to their employees
• Level 2 (Silver) Employers actually market commuter benefits to employees
• Level 3 (Gold) Employers offer incentives for Commuter Programs, such as Metrochek
• Level 4 (Platinum) Employers offer more than one Level 3 program
  Based upon these Levels, thirty-one percent (31%) of the 466 ATP network employers are classified as participating at Level-1, seven percent (7%) at Level-2, forty-six percent (46%) at Level-3 and sixteen percent (16%) at Level-4.

The Best!

In early June 2003, ATP partnered with the Metropolitan Washington Council of Governments, the Washington Board of Trade, the U. S. Environmental Protection Agency, and other regional organizations to launch Greater Washington D. C.’s Best Workplaces for CommutersSM, a national program which recognizes employers that provide outstanding commuter benefits. Through ATP’s aggressive sales campaign, 47 Arlington employers joined as “Best Workplaces for Commuters.” The combined Virginia, Maryland and Washington D.C. Best Workplaces totaled 76 employers. Arlington County employers lead the region in qualification and participation. All employers were recognized at the Annual Commuter Connections’ Employer Recognition Awards ceremony on June 25, 2003.

Other Highlights

Approximately 285 of our 466 employer participants, or 61%, provided a transit benefit for their employees.

In the spring of 2002, ATP launched My Rewards, an online incentive tool rewarding employee transportation coordinators. Currently there are 56 employers participating in My Rewards.

ATP is currently servicing 51 CommuterDirect.com Corporate Services accounts. CommuterDirect.com Corporate Services provides hassle-free online management of an employer’s transit benefits program.

Arlington Transportation Partners’ Residential Services

In its inaugural year, the residential services program initiated client relationships with 53 residential properties. The initial contacts were made through two focus groups conducted in November of 2002. The nine focus group participants were property managers representing 21 properties and 6,500 units in Arlington County.

The residential community liaisons that have worked with ATP have been very receptive of the services offered. The residential program also classifies its client members using levels similar to the successful employer model. Of the programs’ 53 members:

• 3 properties are at Level 4
• 2 properties are at Level 3
• 29 properties are at Level 2
• 19 properties are at Level 1

Seven of the client members have surveyed their residents, with survey results showing that 82% of respondents chose to live at their current location based on proximity to transit.

Ongoing Efforts

In early September of 2003, the residential program participated in Arlington County’s “Pike Ride” marketing blitz by contacting 40 large apartment and condominium properties along the Columbia Pike corridor. ATP personally visited with property managers, answering questions and supplying schedules and transit information. The blitz took place over the course of two days, with a total of 10,826 units contacted. Follow up mailings with schedules and online brochure ordering kits were sent a week after the visits. As a result of the Pike Ride campaign, 21 new residential clients were established and two clients moved from Level 2 to Level 3.

The ATP network continues to experience steady growth in providing employers and residential customers with unique and innovative on-site TDM programs.

Commuter Services Marketing Efforts

Bobbi Greenberg, Transit Marketing Manager

Starting in FY 2003 Arlington County awarded a contract for marketing and advertising services to Laughlin, Marinaccio & Owens (LM&O) based in Arlington, VA.

Arlington County Commuter Assistance Program changed its name to Arlington County Commuter Services. The name change reflects the varied products, programs, and services offered and is broader in its scope.

Marketing projects completed in FY ’03 include:

Launch of Arlington Transit – ART 61 Rosslyn-Court House-Metro Shuttle
Brochure schedules with map and time points were mailed to approximately 12,000 residents living near the route; brochure schedules were also distributed though the Commuter Stores and Mobile Commuter Stores, as well as other County locations; and inserts were installed at the bus stops with schedule and route information. An opening day ceremony was held at Courthouse Plaza.

Launch of Arlington Transit – ART 41 Columbia Pike-Ballston-Court House
All marketing materials were produced in English and Spanish. Direct mail piece with route map and schedule was mailed to approximately 11,500 residents living near the route; flyers were handed out to local businesses to display in their store windows announcing the start of the new route; brochure schedules were distributed though the Commuter Stores and Mobile Commuter Stores; and inserts were installed at the bus stops with schedule and route information. An opening day ceremony was held at Arlington Mill Community Center.

Launch of ART 91 – S. 23rd Street Restaurant Row Shuttle
Formed as a partnership with restaurants and businesses on S. 23rd Street in Crystal City and Arlington Transit, ART 91 was a free lunch time shuttle service which ran a loop through downtown Crystal City. A brochure with map, sponsors, and unique logo was produced and distributed to businesses and people along the route.

Launch of ART 66 – Court House Clarendon Lunch Loop
Formed as a partnership with the Clarendon Alliance, business sponsors and Arlington Transit, ART 66 is a free lunch time shuttle service running from Court House to Clarendon. Brochures were developed with a unique logo and the tagline “Get Your Kicks on ART 66.” These brochures were hand delivered to businesses and stores along the route for handing out to customers, as well as handed out to people on the street.

Renovation of the Crystal City Commuter Store
The renovation involved a complete redesign of the store with new layout, signage, video wall, electronic maps, and computer workstations. A poster was installed in the Crystal City Metrorail station announcing the newly renovated store and its opening. The Crystal City Transit Forum, held in conjunction with Charles E. Smith Commercial Real Estate, celebrated the store’s grand opening.

Metrorail Station Posters
Posters were installed in Arlington County Metrorail stations promoting Arlington Transit bus service.

Sponsorships
CommuterPage.com was a sponsor for the Arlington County Fair, Columbia Pike Blues Festival, Taste of Arlington, Rosslyn Jazz Festival, and Clarendon Day.

CIVIS Bus
The CIVIS Bus, a bus rapid transit vehicle manufactured by Irisbus of France, visited Arlington in the winter. To help promote its visit, a brochure was produced to explain bus rapid transit and how this type of transit might be used in Arlington in the future. An extensive email campaign was implemented to "get the word out" about CIVIS to committee members, civic associations, and interested residents. A series of demonstrations were scheduled at various locations around the county to allow citizens to see the bus, get more information, and in some instances, take a ride. A separate page on CommuterPage.com was created with CIVIS information and a detailed event schedule. A press event was also held.

CommuterPage.com Research
Focus groups were conducted on the functionallity, usability, design, and informational content of CommuterPage.com. The findings from the focus groups will be implemented to redesign and rework the site to make it easier and clearer to use.

Pike Ride
A major initiative involving the restructuring of Metrobus service and new Arlington Transit service along Columbia Pike which started in September had many different elements as part of the marketing campaign. This program began in FY ’03 and extended into the first quarter of FY ’04.

The name “Pike Ride” was created to brand this family of services with a special logo and the tag line – “More Places. More Often. More Columbia Pike.” Marketing materials were done in English and Spanish. Pike Ride campaign materials included:

ART 73, 74, 75, 41
New ART routes 73, 74, and 75 were initiated as part of Pike Ride. New brochure schedules with maps and time points were developed for all three routes, as well as bus stop inserts. A revised ART 41 brochure schedule was produced reflecting the change in the route.

Pike Ride Map
A comprehensive route map was developed showing all the Metrobus and ART bus routes.

Transit Advertising
Ads were placed on both the inside and outside of the 14 dedicated Pike Ride Metrobuses.

Bus Stop Signage
Transit tubes with route map, schedules, and fare information, plus destination head signs were placed at bus stops along Columbia Pike.

Direct Mail
Postcards announcing the start of Pike Ride were mailed to approximately 24,000 residents along the route to alert them to the new routes starting in September.

A brochure with complete details and map, along with a coupon for a free Pike Ride trip and a chance to enter to win a year of free transit were also mailed to the 24,000 residents.

Advertising
Ads were placed in the weekly Washington Post Arlington/Alexandria Extra, Arlington Connection, Arlington Sun Gazette, El Tiempo Latino, and El Preganero.

Website
A special section on CommuterPage.com was devoted to Pike Ride information and updates.

Information Campaigns
Informational luncheons were held for WMATA call center employees, Commuter Store and 228-RIDE employees, ART bus operators, Metrobus operators, and Metrobus supervisors and superintendents.

Prior to the new service implementation, ACCS staff handed out information at the Pentagon Transit Center over a period of three weeks.

The “Pike Riders” team canvassed approximately 500 businesses, restaurants, and stores along Columbia Pike and surrounding streets and handed out flyers to be posted in store fronts. They also talked to owners and managers about the changes in bus service. Team members were stationed at the eight major stops along Columbia Pike on the first morning of weekday service to hand out brochures and answer riders’ questions.

Banners & Signs
Banners announcing the new service were placed at the Pentagon Metrorail station, the Columbia Pike Commuter Store, and across Columbia Pike. Banners of the maps and schedules were also hung at the Pentagon Transit Center. A-frame signs were placed at Pentagon City directing riders to the new Metrobus and ART bus stops.

Radio Promotions
An event with Mega (WBZS/WBPS) at Cecilia’s on Columbia Pike was held on September 5. A Mega disc jockey was on hand playing music and promoting Pike Ride. Staff handed out brochures and Pike Ride promotional items.

An event with WASH/WBIG at the Columbia Pike Farmer’s Market was held on September 12. A WBIG disc jockey played “oldies” and asked trivia questions, plus made on-air announcements about the new bus service. Staff handed out brochures and Pike Ride promotional items.

Public Relations
Community outreach efforts targeting community-based organizations, nonprofit organizations, and communities of faith were completed. Local media outlets were sent press releases and received follow-up phone calls about the new bus service. Opportunities for interviews and articles were arranged.

Pike Ride Event
An inaugural event was held on September 10 at Pike Park. Gov. Mark Warner was the featured speaker. Other speakers were: Tim Lynch, Executive Director, Columbia Pike Revitalization Organization; Richard White, General Manager and Chief Executive Officer of Washington Metropolitan Area Transit Authority; Chris Zimmerman, Arlington County Board member and Board member of Washington Metropolitan Area Transit Authority; and Paul Ferguson, Chairman, Arlington County Board.

Additional Marketing
Marketing efforts to promote continuing programs and services such as the Mobile Commuter Store, the Commuter Stores, existing ART routes, STAR and CommuterPage.com were completed.

For additional information contact Commuter Services Manager, Chris Hamilton at chamilton@arlingtonva.us or 703.228.3725.