Passenger Transport 2010 APTA Annual Meeting - 46

2010 Annual Meeting

t a time when the economic downturn has forced many public transportation agencies to cut services and raise fares, the Hillsborough Area Regional Transit Authority (HART) in Tampa, FL, has gone in the opposite direction, largely by focusing on productivity, adopting an exciting new brand, and embracing new ways to communicate with its customers.

HART Sees Sunny Days Ahead in Tampa, FL
the Year for agencies providing between four million and 20 million annual passenger trips.

Outside the Bus
In addition to its expansive community outreach and public education programs, HART has unveiled a fresh new identity—including rebranding the entire fleet—that accentuates the changes taking place throughout the system. But HART’s visibility goes beyond vehicles. By thinking “outside the bus,” the transit system has cultivated relationships with its customers and the community as a whole.

On the Move
Getting riders on board public transit means providing quality service that is frequent, easy, and safe to use. Since 2007, HART has worked to implement vast improvements in its bus, paratransit, and streetcar services. Ridership data show that HART’s business approach works: ridership levels for 2009 totaled more than 13 million, a new annual record. In fact, HART has experienced 7 percent ridership growth annually since 2003. Mark Sharpe, a Hillsborough County commissioner and HART board member, looked back on his four years on the board. “I have participated in strategic changes and witnessed many successes at HART,” he said. “Our leadership has made operational and fiscal improvements that have been pivotal to HART’s ability to withstand economic challenges while increasing ridership, enhancing services, and maintaining its workforce without layoffs.” By providing service where it is needed most, HART has significantly improved efficiency and effectiveness. For example, in 2007 the agency added late night and weekend service on some of its busiest routes, improving transit availability for many riders. HART has also improved service to Tampa International Airport, a vital destination for residents and visitors alike, increasing frequency by as much as 15 minutes on weekdays. As a result, HART has seen Fiscal Year 2010 ridership increase by over 24 percent on routes with targeted improvements. Joe Smith, a HART customer and advocate for persons with disabilities, commented on the work the agency has done to improve service for all riders. “Service improvements and expansions throughout Hillsborough County continue,” he said, “but the introduction of paratransit service, which several of my acquaintances and I rely upon, has been very meaningful.” The future brings more challenges and further opportunities. Major HART projects in the works include Bus Rapid Transit and an extension of the streetcar line into downtown Tampa. The agency also is working to bring rail transit service to the Tampa Bay region, educating the community about a county-wide expansion program in advance of a 1-cent local sales tax that would fund the rail system and other improvements. HART’s efforts have not gone unnoticed. APTA is honoring the agency during the 2010 Annual Meeting as Outstanding Public Transit System of

HART passengers check their messages while awaiting the bus.

One important new piece of HART’s outreach is social media. From Facebook to Twitter, to YouTube to Blogger, transit agencies have unprecedented opportunities to connect with customers and grow ridership. In the past year, HART has developed ways to use social media for increasing reach and building relationships. Only a year into the program, HART’s social media network boasts more than 300 Twitter followers and 600 Facebook fans—and the number is growing. Many users post regularly, asking questions, passing along information, and participating in a vibrant online community. Several HART Board members also check in often, adding another avenue of contact with the agency’s leadership. In one measure of effectiveness, HART tracks the number of times its Twitter posts are “re-tweeted” (when another user spreads a message to their followers). Re-tweets occur at a rate of almost 100 percent, showing that HART’s followers value what the agency has to say. HART has also added a YouTube channel to post videos such as the agency’s new TV commercial campaign and animations of proposed new services. In addition, a blog called “In Transit” encourages discussion and provides more in-depth information. After its successful launch, the social media program continued to ramp up with more sites, more postings, and more fans—meaning increased exposure for HART’s services and programs. Each application has its own strengths, suggesting creative promotions that can build ridership, since today’s Twitter follower can become tomorrow’s transit rider. And once they’re on board, HART’s commitment to quality service will make that rider come back again and again.

42 | Passenger Transport

Passenger Transport 2010 APTA Annual Meeting

Table of Contents for the Digital Edition of Passenger Transport 2010 APTA Annual Meeting