June 1, 2007

ARTS BUS RIDERSHIP INCREASES 19 PERCENT

Monique Montano can’t believe it’s taken her so long to try public transportation.
“It’s so easy to get to work this way,” the Bravo Spa | Salon owner admits. “I have encouraged my staff to do the same.”

In the last 12 months, she and other converts have taken approximately 270,000 new trips using the Pasadena Area Rapid Transit System.

City of Pasadena’s Department of Transportation boasts a 19 percent annual increase in ridership.

Approximately 1.7 million passengers will ride ARTS buses from July 1, 2006, through June 30, 2007, up from 1.43 million the previous year, for an average of 740 more riders a day than last year.

It takes more than wishing to have people try alternatives to solo driving, says Cathi Cole, city transit manager. Her department has intensified promotion of multimodal transportation options, including bicycling, walking, carpooling, Metro and local transit.
Among the efforts is new bus stop signage that lists bus schedules and route maps, making it easier for people to be more spontaneous in using Pasadena ARTS.

Fare rates have been kept low, with 40 percent of riders paying 50 cents a ride or using a Metro EZPass, 25 percent of riders boarding with a student ID, 21 percent qualifying for senior or disabled discounts and 12 percent boarding with a transfer.

“Another factor, dependable service provided by First Transit drivers, has allowed people to rely on the public transit system,” says Cole.

The city’s Transportation Management Association, which provides carpooling and mass transit incentives for employees in the city’s largest worksites, has also played a key role. A marketing program allows employees to try transit for a full month for free.
The efforts have helped reduce air pollution and traffic, and support the city’s goal of being a town where people can circulate without cars.

For more information call (626) 744-3725.