pages: CityCouncil/2005-06-21.pdf, 10
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CityCouncil | 2005-06-21 | 10 | ratio. Councilmember Daysog stated that more information is needed on the advertising strategy to properly evaluate the different scenarios. Councilmember Matarrese stated that he is concerned with cutting the 7:30 p.m. run; riders are lost and not recovered when services are down. Mayor Johnson inquired when the advertising would start, to which the Acting City Manager responded that some direct mail advertising has already started. The Ferry Services Manager stated a survey was conducted in May inquiring whether commute patterns would remain the same if a 50 cent each way fare increase was implemented and the 7:30 p.m. run was eliminated; 22-23% riders indicated there would be a significant reduction in ferry usage; 50 to 60 riders per day would be needed to make up the loss in a worst case scenario; the survey indicates that the market potential exists in the primary market, which is the Harbor Bay and the Fernside Districts; tests on the secondary market, covering San Leandro and Oakland, are being conducted. The Acting City Manager stated retaining the 7:30 p.m. run is important a three month trial would show whether increased ridership would make up for the $2,500 loss per month. Lorre Zuppan stated that she has not done an analysis of the 7:30 p.m. run; tracking the success of prior campaigns is difficult; if ridership is not increased, keeping the 7:30 p.m. run presents a risk. Regular Meeting Alameda City Council 10 June 21, 2005 | CityCouncil/2005-06-21.pdf |