Billboard over the Kennedy Expressway advertising Metra and that it’s “easy come, easy go”.
Updated 11:50 AM: I was mistaken about the vote timing: the Metra board will vote on the fare increase plan on November 11, 2011, not October 14, 2011.
I’m having a wonderful time reading the minutes from Metra’s September 2011 board meeting. This is when Metra staff made their first fare increase proposals. They made a second proposal at the October board meeting – this is available for public comment. These minutes are not yet available.
Here’s Lynnette Ciavarella, Senior Division Director Capital and Strategic Planning, talking about how Metra is cheaper than driving, in the same discussion she had with the board about how Metra fares have not been keeping up with inflation:
She [Lynnette Ciavarella] concluded that it is well known that commuter rail fares are much lower compared to the cost of driving downtown everyday. In previous meetings, staff has used a Drive Less/ Live More calculator. Staff has modified this calculation to be much more conservative. The drive cost now is calculated at traveling 22 days per month, averaging 25 mpg, at $3.95 per gallon, and an average cost of parking downtown at $18.00. The Metra fares no longer include a parking component, so under this approach, a Metra customer living 20-25 miles from downtown under the estimated proposed fare scenario could potential save over $5,000 per year.
I disagree that it’s well known that taking the train to work downtown is cheaper than driving. It does not advertise this; I don’t believe any Chicago transit agency publicizes this fact.
Metra has cryptic messages on its billboards: “Easy come, easy go” and “The way to really fly” neither describe what Metra is and where it goes nor the benefits of using it. These billboards are often placed on train viaducts over the highway so people driving in traffic jams can see them.
The message they should be sending is right there in the meeting minutes: “Take Metra downtown instead of driving and save $5,000 each year”. Complement that text with a link to a new website that helps interested drivers find a station near their home and a schedule; sign them up for a local parking lot wait list or tell them how to ride their bike to the station on a good route and lock up properly when they arrive.
The Drive Less Live More website, operated by the Regional Transportation Authority (RTA), has a maps page that links users to CTA station maps, a PDF of an RTA system map, a broken link to a Metra system map, and links only to an Illinois bike map, not the Chicago bike map. This doesn’t make it easy to switch to transit! The Metra homepage does have a “station finder”.
Study: American Public Transportation Association (APTA), March 2011 – $11,889 annually in Chicago.
Board meeting minutes