pages: CityCouncil/2007-06-05.pdf, 10
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CityCouncil | 2007-06-05 | 10 | Mayor Johnson inquired what percentage of the fare box recovery is from riders boarding at Jack London Square. The Public Works Director responded estimates show that the City could make a 40% fare box recovery without Oakland; stated the fare box recovery is approximately 53% now. Mayor Johnson stated Oakland's percentage of fare box recovery should be known. The Public Works Director stated the fare box recovery might exceed 75% i conservatively, the fare box recovery is 65%. Mayor Johnson stated the fare box recovery should be factored in if the increase is approved and staff negotiates with the Port of Oakland. Councilmember Matarrese stated that the fare increase should be approved; staff should negotiate with the Port of Oakland; the Port of Oakland should contribute as well as help with the effort to capture commute riders from the new population south of Highway 880 in the Jack London Square area; the Harbor Bay marketing was successful; he would like to see the same increase on the Oakland side. Mayor Johnson inquired where the money came from for the Harbor Bay marketing. The Ferry Manager responded the Water Transit Authority (WTA) funded direct mail pieces. stated the City funded the Alameda component i the WTA paid for some signs throughout the City. Mayor Johnson stated the marketing was successful; the City should work with the Port of Oakland to develop a similar marketing campaign. The Ferry Manager stated the key to the campaign was a direct mail piece for a free ride offer. Councilmember Matarrese stated that [paying for a marketing campaign] is the hook if the Port of Oakland refuses to come up with the 5% residents in the hundreds of lofts units south of Highway 880 should be ferry riders; negotiations should include the Port of Oakland and the City of Oakland; Alameda is responsible to the voters, the Port of Oakland is not; negotiations should be broadened to include the District 3, District 5, and at-large [Oakland] Councilmembers. Regular Meeting Alameda City Council 10 June 5, 2007 | CityCouncil/2007-06-05.pdf |