LEGISLATIVE AND COMMUNICATIONS COMMITTEE MEETING

Transcription

1 LEGISLATIVE AND COMMUNICATIONS COMMITTEE MEETING A P R I L 8,

2 SOUTHERN CALIFORNIA REGIONAL RAIL AUTHORITY ROSTER LEGISLATIVE & COMMUNICATIONS COMMITTEE COUNTY MEMBER Orange: Paul Glaab (Chair) 1 Vote Council Member City of Laguna Niguel Don Bankhead Mayor Pro Tem City of Fullerton Los Angeles: Don Knabe (Vice-Chair) 1 Vote Supervisor, 4 th District County of Los Angeles Jaime de la Vega Deputy Mayor City of Los Angeles San Bernardino: Patrick Morris 1 Vote Mayor City of San Bernardino Riverside: Daryl Busch 1 Vote Mayor City of Perris Greg Pettis Council Member Cathedral City Ventura: Keith Millhouse 1 Vote Council Member City of Moorpark 700 S. Flower Street, Suite 2600 Los Angeles, CA

3 SOUTHERN CALIFORNIA REGIONAL RAIL AUTHORITY LEGISLATIVE AND COMMUNICATIONS COMMITTEE FRIDAY, APRIL 8, 2011, 10:00 A.M. OR IMMEDIATELY FOLLOWING THE BOARD OF DIRECTORS MEETING SCHEDULED TO START AT 10:00 A.M. LOS ANGELES COUNTY METROPOLITAN TRANSPORTATION AUTHORITY BOARD ROOM ONE GATEWAY PLAZA, 3 rd FLOOR LOS ANGELES, CALIFORNIA AGENDA DESCRIPTIONS The agenda descriptions are intended to give notice to members of the public of a brief general description of items of business to be transacted or discussed. The posting of the recommended actions does not indicate what action will be taken. The Committee may take any action that it deems to be appropriate on the agenda item and is not limited in any way by the notice of the recommended action. The Chair reserves the right to discuss the items listed on the agenda in any order. A person with a disability may contact the Committee Secretary's office at (213) or via ridensd@scrra.net at least 72-hours before the scheduled meeting to request receipt of an agenda in an alternative format or to request disability-related accommodations, including auxiliary aids or services, in order to participate in the public meeting. Later requests will be accommodated to the extent feasible. SUPPORTING DOCUMENTATION The agenda, staff reports and supporting documentation are available from the Committee Secretary, located at 700 S. Flower, 26 th Floor, Los Angeles, CA 90017, and on the Metrolink website at under the Committee Agenda link. PUBLIC COMMENTS ON AGENDA ITEMS Members of the public wishing to address the Committee members regarding any item appearing on the agenda, may do so by completing a Speaker s Form and submitting it to the Committee Secretary. Speakers will be recognized by the Chair at the time the agenda item is to be considered. When addressing the Committee, please state your name for the record. Please address the Committee as a whole through the Chair. Please note comments to individual Committee members or staff are not permitted when addressing the Committee. A speaker s comments shall be limited to three (3) minutes. PUBLIC COMMENTS ON ITEMS NOT ON THE AGENDA Members of the public wishing to address the Committee members regarding any item not on the agenda, but within the subject matter jurisdiction of the Committee, will be taken under Item 12 (Public Comment), and will be subject to the same guidelines as noted above. 700 S. Flower Street, Suite 2600 Los Angeles, CA

4 Legislative and Communications Committee Agenda Transmittal Date: April 1, 2011 Meeting Date: April 8, 2011 Page 2 1. Call to Order 2. Pledge of Allegiance REGULAR CALENDAR 3. Approval of Minutes - February 11, 2011 Legislative and Communications Committee Meeting Staff recommends the Legislative and Communications Committee approve the minutes of the February 11, 2011 meeting. Page 1 4. Update on Metrolink s New Partnership with the Los Angeles County Department of Public Works Coordinated Agency Recovery Effort (C.A.R.E.) Program Staff will provide an oral update on Metrolink s New Partnership with the Los Angeles County Department of Public Works Coordinated Agency Recovery Effort (C.A.R.E.) Program. There is no written document. The Legislative and Communications Committee may receive and file this report. 5. Contract No. SP Turnkey Marketing Awareness and Commission Sales Program Increase Contract Funding Authorization and Extend Period of Performance Wild at Work To continue marketing awareness campaign and commission sales program, an increase in the contract amount and extension of period of performance are necessary at this time. Staff recommends the Legislative and Communications Committee approve and recommend the Board find that a non-competitive contract to Wild at Work is in the best interest of the Agency, and authorize the Chief Executive Officer to amend Contract No. SP for Turnkey Marketing Awareness and Commission Sales Program with Wild at Work to increase the contract funding authorization by $246,000 for a new total not-to exceed amount of $296,000, and to extend the period of performance by one year from October 21, 2011 until October 20, Page 5 6. Pilot Express Service - Communications and Media Plan Staff will provide a brief outline of the customer communication and media plans for the upcoming Antelope Valley and San Bernardino Line Pilot Express Service launch on May 9. Staff will also discuss possibilities of Board involvement in the events. There is no written document. The Legislative and Communications Committee may receive and file this report. 7. Public Communications Outreach Plan for the Public Review Process in Advance of Consideration of Future Fiscal Year (FY Fare Policy Changes) A public review process is required prior to Board consideration and possible future action on proposed fare policy changes to be effective as soon as July 1, A combined public outreach on these measures is recommended

5 Legislative and Communications Committee Agenda Transmittal Date: April 1, 2011 Meeting Date: April 8, 2011 Page 3 If the Board approves consideration of Item 4 on the Regular Board Agenda for the April 8, 2011 meeting, staff recommends the Legislative and Communications Committee approve the following: A. A public communication outreach plan for the public review process related to proposed fare media changes to be implemented no earlier than July 1, 2011 and consisting of some or all of the following proposals, based on the Board's action on Item 4 of the Regular Board Agenda: a. Introduction of a discounted Weekly (7-Day Rolling Period) Pass to replace the current 10-Trip Ticket, with the understanding that the 10-Trip Ticket will not be discontinued until an acceptable ticketing solution has been put in place to address use by Member Agencies. Revenue impact: $300,000 annual savings. b. Introduction of a promotional Weekend (Saturday-Sunday) Pass with transfer privileges that will replace the Friends & Family 4 Pack. Revenue impact: $75,000 annual cost. c. If the Weekend Pass is introduced, system-wide access for Monthly Pass holders should be allowed on the weekends. d. Introduction of Student Discounts on existing One-way and Roundtrip tickets, and on the proposed Weekly Pass, to replace the current 10-Trip Ticket. Page 8 8. Web Site Development Staff will provide an overview of the plan of action for the redesign of the Metrolink Web Site, metrolinktrains.com. There is no written document. The Legislative and Communications Committee may receive and file this report. 9. New Corporate Pass Program (CPP) - Guidelines Staff will provide an update on the recommended New Corporate Pass Program (CPP). There are two parts to this program. Part one is the CPP Value Pass Program. With a six-month commitment from the CPP client, this program would provide a sliding scale discount based on volume of passes purchased. Part two is the CPP Employee Transportation Coordinator (ETC) Club. The ETC Club program is designed to offer our CPP clients better value and service, including a recommended awards program enabling Metrolink to personally thank the ETC s for their support of our sales efforts. There is no written document. The Legislative and Communications Committee may receive and file this report. 10. Legislative Update Staff will provide a legislative update. There is no written document. The Legislative and Communications Committee may receive and file this report.

6 Legislative and Communications Committee Agenda Transmittal Date: April 1, 2011 Meeting Date: April 8, 2011 Page Chief Executive Officer s Report Agency Update 12. Public Comment 13. Chair s Comments 14. Committee Member Comments (i.e., Announcements, Requests to Staff, Direction for Future Agenda Items) 15. Adjournment

7 SOUTHERN CALIFORNIA REGIONAL RAIL AUTHORITY LEGISLATIVE AND COMMUNICATIONS COMMITTEE MEETING MINUTES FEBRUARY 11, 2011 ITEM 3 COMMITTEE MEMBERS IN ATTENDANCE: ORANGE: (1 Vote) METRO: (1 Vote) PAUL GLAAB (Chair) DON KNABE (Vice-Chair) SANBAG: PATRICK MORRIS (1 Vote) DIANE WILLIAMS RCTC: (1 Vote) DARYL BUSCH VENTURA: BRIAN HUMPHREY (1 Vote) STAFF: JOHN FENTON, Chief Executive Officer PATRICIA BRUNO, Government and Regulatory Affairs Manager ANGELA STARR, Director of Communications and Public Affairs HELEN PARKER, SCRRA Counsel CARRIE BATES, Committee Secretary Meeting minutes are presented in a format that corresponds with the Legislative and Communications Committee Agenda, which is incorporated by reference with these minutes. SCRRA Legislative and Communications Committee Agendas are available from the Metrolink website or by calling the Committee Secretary at Call to Order The SCRRA Legislative and Communications Committee Meeting was called to order by Chair Glaab on Friday, February 11, 2011, at 12:19 p.m. in the Los Angeles County Metropolitan Transportation Authority Board Room, One Gateway Plaza, 3td Floor, Los Angeles, California. The Secretary called roll to confirm a quorum. 2. Pledge of Allegiance Director Knabe led the group in the Pledge of Allegiance. 700 S. Flower Street, Suite 2600 Los Angeles, CA

8 Legislative and Communications Committee Meeting Minutes February 11, 2011 Transmittal Date: March 4, 2011 Meeting Date: March 11, 2011 Page 2 3. Approval of Minutes January 14, 2011 Legislative and Communications Committee Meeting Upon a motion by Director Williams and seconded by Director Busch, the Legislative and Communications Committee approved the Committee minutes of January 14, ACTION: The Legislative and Communications Committee approved the minutes of January 14, There was no opposition to the motion and the motion passed unanimously. 4. Legislative Update Patricia Torres Bruno, Government and Regulatory Affairs Manager gave an oral update on current legislative issues. Ms. Bruno stated the Assembly and Senate Budget Subcommittees on Transportation held hearings to discuss the Governor's budget proposals. The Assembly Budget Subcommittee approved the Governor s proposal to re-enact the gas tax swap and Weight Fee proposal to continue the flow of transportation funding. The Assembly Subcommittee also approved an augmentation in the appropriation level for Prop 1A Connectivity Category funds by an additional $133 million to address the Governor s veto from last year for projects that were not PTC related. In the Senate, the Committee deferred action on the same budget items sending the Budget proposal to the full Senate Budget Committee next week; Both Assembly and Senate Budget Subcommittees rejected the Legislative Analyst Office (LAO) proposal to eliminate the sales tax on diesel essentially defunding public transit. The Governor must have his budget package approved by early March to make the June ballot for his tax extensions; which are a key component of his budget proposals. We expect that budget negotiations will intensify in the coming weeks. Staff will continue to work with CTA and other stakeholders to protect transportation funding. On the Federal side, Congress did not finish the FY11 Appropriations Bills and is funding the government using a continuing resolution that expires on March 4th. The House of Representatives is working on another Continuing Resolution (CR) to fund the government through to the end of the fiscal year, September 30, This proposed CR has garnered most of the attention over the past few days largely for the proposed cuts it will contain. Yesterday, it became clear that the House Tea Party members would not support any bill that did not cut at least $100 billion. House leadership got involved and claims to have a new continuing resolution that cuts $100 billion. As of this morning, no one has seen this bill or the list of cuts but staff expects to by the end of the day. The House will consider this bill next week starting on Monday and is expected to take all week. The Senate has agreed to some of the initial cuts proposed by the House, but Senate leadership has also gone on record saying that they will not support the recent deep cuts being prepared by the House. Also on Monday, the President will send up his FY12 budget request. This budget is expected to have about a five percent cut in total spending. 2

9 Legislative and Communications Committee Meeting Minutes February 11, 2011 Transmittal Date: March 4, 2011 Meeting Date: March 11, 2011 Page 3 Chair Glaab mentioned that May and June will be bad months in the State of California as the Governor has cut $9 million in transportation related areas. If the Governor puts extended taxes on the ballots, it is anticipated they won t be passed by the voters. Staff is looking ahead and thinking of What Ifs. The Legislative and Communications Committee received and filed this report. 5. Customer Information System Update Angela Starr, Director of Communications and Public Relations provided an oral update and presentation on the Customer Information System (CIS) project. The presentation included a high-level timeline, project team introduction, description of the phase-in approach and expected project costs. The system is the backbone to passengers at our 55 stations and will replace the current system. The PTC V/I Parsons sub named ARINC will be able to work on this project. After the Notice to Proceed (NTP), the system will be phased in, with the first phase in approximately 4-6 months. Ms. Starr stated a team is already in place, and Jay Peterson will be the project manager. Ms. Starr noted the NTP, at a cost of $1.8 million, includes office servers and software, station converters, installation and warranty. Director Morris inquired if the hardware is new. Ms Starr stated that it was and it will be installed as the project progresses. The Legislative and Communications Committee received and filed this report. 6. Customer Advocacy Program Angela Starr, Director of Communications and Public Relations provided an update and presentation on a new program for Metrolink called the Customer Advocacy Program. This new initiative will allow staff the opportunity to further engage with a representative group, listen to the facts beyond the surveys and understand the real impact of our decisions on our customers. The presentation included the Metrolink Customer Advisory Committee plan, purpose, structure and roles and responsibilities. Claudia Ziebell, Communications Manager, stated the Customer Advocacy Plan is in development and will include all programs, initiatives and tools that Metrolink uses and will use to engage customers and maintain effective and transparent communications with stakeholders. She also stated that staff is forming the new Customer Advocacy Committee to represent the needs and concerns of the commuting public to Metrolink management. They would meet on a quarterly basis and would provide feedback on the progress of communications between Metrolink and customers. Director Morris questioned the fundamentals of the Committee in regards to communication between the standing Committees, Board and Stakeholders. Ms. Ziebell clarified that this committee would be formed by Metrolink riders and stated the program is in the planning stages, and will be brought back to the Committee to announce the groundbreaking. Director Glaab commended staff for this initiative. 3

10 Legislative and Communications Committee Meeting Minutes February 11, 2011 Transmittal Date: March 4, 2011 Meeting Date: March 11, 2011 Page 4 The Legislative and Communications Committee received and filed this report. 7. Chief Executive Officer s Report None. 8. Committee Member Comments Director Busch commented on RCTC s recent workshop and their main focus on the Rail Program noting that Sheldon Peterson, TAC member, gave a detailed report representing Metrolink to the High Speed Rail Program. 9. Public Comment At this time Chair Glaab inquired if any members of the public wished to address the Committee regarding any items not listed on the agenda, within the subject matter jurisdiction of the Committee. There being no requests to speak, the Public Comment period was formally closed. 10. Adjournment The committee adjourned at 12:40 p.m. Respectfully submitted, Carrie M. Bates Legislative and Communications Committee Secretary 4

11 SOUTHERN CALIFORNIA REGIONAL RAIL AUTHORITY TRANSMITTAL DATE: April 1, 2011 MEETING DATE: April 8, 2011 ITEM 5 TO: FROM: SUBJECT: Legislative and Communications Committee Joseph M. Henderlong, Director of Strategic Sourcing, Contracts & Supply Contract No. SP Turnkey Marketing Awareness and Commission Sales Program Increase Contract Funding Authorization and Extend Period of Performance Wild at Work Issue To continue marketing awareness campaign and commission sales program, an increase in the contract amount and extension of period of performance are necessary at this time. Recommendation Staff recommends the Legislative and Communications Committee approve and recommend the Board find that a non-competitive contract to Wild at Work is in the best interest of the Agency, and authorize the Chief Executive Officer to amend Contract No. SP for Turnkey Marketing Awareness and Commission Sales Program with Wild at Work to increase the contract funding authorization by $246,000 for a new total not-to exceed amount of $296,000, and to extend the period of performance by one year from October 21, 2011 until October 20, Alternatives The Committee may: 1. Modify the amount of the contract funding authorization; or 2. Decline to increase the funding authorization. Background In October 2010, sole source Contract No. SP Turnkey Marketing Awareness and Commission Sales Program was awarded to Wild at Work for a contract term of one year and a not-to-exceed amount of $50, S. Flower Street, Suite 2600 Los Angeles, CA

12 SP Turnkey Marketing Awareness and Commission Sales Program Transmittal Date: April 1, 2011 Meeting Date: April 8, 2011 Page 2 As the Committee is aware, Wild at Work is an established company in Southern California that serves as one of America s premier employee discount resources. It is used by more than 27,000 companies across the country, and is also one of the largest networks of employee groups in the United States. It has the trained staff and resources to channel direct ticket sales for Metrolink's commuter rail service, and can increase Metrolink revenue and ridership. The corporate connections Wild at Work already has as it relates to employee benefit programs, is one of the best in the business and Metrolink's Corporate Pass Program (CPP) fits perfectly into the Wild at Work profile for their current and future clients. As a result, staff is recommending that the contract term be extended and the contract authority increased by $246,000 to allow Wild at Work to assist in growing Metrolink's Corporate Pass Program. Future contracted dollars for Wild at Work will help to secure direct sales efforts as we grow our Corporate Pass Program. Based on the large area of our potential Corporate Clients, Wild at Work has already identified over 300 companies that fit the Metrolink profile for potential ridership of 100 or more employees per company. 88 of these companies have expressed interest in our CPP program and 22 are currently in conversation as it relates to becoming a CPP member. The increased contract authority and extended period of performance will allow Wild at Work to further develop our Corporate Pass Program, especially in the direct Sales Campaign area and will increase revenue and ridership for Metrolink. The initial $50,000 was for setup and development of the campaign/program and advertising. Staff estimates the $246,000 requested will be required to cover project management fees for the extended year, which is estimated at $120,000 and proposed commission payouts estimated at $126,000. The $120,000 in project management fees will provide for up to 5 individuals who will engage in direct sales of Metrolink monthly passes and other extended fare media. While Metrolink is paying potentially $126,000 in commission payouts, projected Metrolink revenue from this commission model is estimated to be $630, To fully benefit from the sales/marketing campaign, partnership with Wild at Work should also be extended for another year, though October Wild at Work has provided satisfactory services thus far. The commission model was negotiated by the Chief Administrative Officer. The requested allocation for project management fees and commission payouts, given the cost savings to Metrolink of not having to hire and train additional staff to engage in corporate sales, and given the potential for increased revenues of at least $630,000 through Wild at Works corporate connections, staff has determined that the price is fair and reasonable and in conformance with Policy CON-19, Sole Source and Non-Competitive Negotiated Procurements. 6

13 SP Turnkey Marketing Awareness and Commission Sales Program Transmittal Date: April 1, 2011 Meeting Date: April 8, 2011 Page 3 Budget Impact Funding for turnkey marketing awareness and commission sales program is included in the FY Operating Budget. Funding for future years will be requested in the budgets for those years. Prepared by: Mark Nitti, Director, Customer Engagement Joseph M. Henderlong, Director, Strategic Sourcing, Contracts & Supply 7

14 SOUTHERN CALIFORNIA REGIONAL RAIL AUTHORITY TRANSMITTAL DATE: April 1, 2010 MEETING DATE: April 8, 2010 ITEM 7 TO: FROM: SUBJECT: Legislative and Communications Committee Robert R. Turnauckas, Chief Administrative Officer Public Communications Outreach Plan for the Public Review Process in Advance of Consideration of Future Fiscal Year (FY ) Fare Policy Changes Issue A public review process is required prior to Board consideration and possible future action on proposed fare policy changes to be effective as soon as July 1, A combined public outreach on these measures is recommended. Recommendation If the Board approves consideration of Item 4 on the Regular Board Agenda for the April 8, 2011 meeting, staff recommends the Legislative and Communications Committee approve the following: A. A public communication outreach plan for the public review process related to proposed fare media changes to be implemented no earlier than July 1, 2011 and consisting of some or all of the following proposals, based on the Board's action on Item 4 of the Regular Board Agenda: a. Introduction of a discounted Weekly (7-Day Rolling Period) Pass to replace the current 10-Trip Ticket, with the understanding that the 10-Trip Ticket will not be discontinued until an acceptable ticketing solution has been put in place to address use by Member Agencies.. Revenue impact: $300,000 annual savings. b. Introduction of a promotional Weekend (Saturday-Sunday) Pass with transfer privileges that will replace the Friends & Family 4 Pack. Revenue impact: $75,000 annual cost. c. If the Weekend Pass is introduced, system-wide access for Monthly Pass holders should be allowed on the weekends. d. Introduction of Student Discounts on existing One-way and Roundtrip tickets, and on the proposed Weekly Pass, to replace the current 10-Trip Ticket. 700 S. Flower Street, Suite 2600 Los Angeles, CA

15 Public Communications Outreach Plan - FY Proposed Fare Media Changes Transmittal Date: April 1, 2011 Meeting Date: April 8, 2011 Page 2 Committee Review The Safety and Operations Committee reviewed and approved this item at its meeting held on March 25, In addition, the Committee requested staff to consider a possible student fare rate. Staff is presenting the Proposed Fare Media Changes (Item 4) at the Board of Director s meeting being held on April 8 th for Board consideration. Alternatives The Legislative and Communications Committee could defer the public outreach process, eliminate any of the proposed fare media changes from the outreach process or change the proposed Public Communications Plan. Background As discussed in Item 4 on the Regular Board Agenda for the April 8, 2011 meeting, in an effort to simplify its fare policy, provide more value to our customers, reduce costs to the operating budget, increase ridership and create opportunities to generate additional revenues for operating expenses, Metrolink proposes the following changes with the goal to attract new riders. Summary of Proposed Fare Changes Weekly Pass Metrolink staff proposes replacing the 10-Trip Ticket with a Weekly Pass that is aimed at riders who don t ride often enough to buy a monthly pass, but offers savings over Metrolink s regular one-way and round-trip fares. The 10-Trip Ticket will not be discontinued unless the Weekly Pass is approved. The Weekly Pass would be valid for unlimited travel during a seven-day period between station pairs starting on the day when the pass is purchased. This pass will be priced at the equivalent of seven oneway trips (or 3.5 times the cost of a roundtrip ticket) and offer a cost saving for 75% of current 10-Trip Ticket users. Like the 10-Trip Ticket, the Weekly Pass will not be valid for travel on Amtrak. Further, in light of comments made during the last Safety and Operations Committee meeting related to student fares, Metrolink staff also proposes extending the student discount to One-way and Roundtrip Tickets, and to the proposed Weekly Pass, to meet the needs of students who may currently purchase 10-Trip Tickets with student discounts. The current student discount is 10% and if approved, would apply to the One-way, Roundtrip and Weekly Pass tickets. 9

16 Public Communications Outreach Plan - FY Proposed Fare Media Changes Transmittal Date: April 1, 2011 Meeting Date: April 8, 2011 Page 3 Weekend Pass Metrolink proposes the introduction of a pilot program to provide a steeply discounted Weekend Pass on a promotional basis to replace the Friends & Family 4 Pack. The Weekend Pass will be sold at a flat rate of $10, be valid for unlimited travel after 7:00 pm on Friday until Midnight on Sunday, and offer flexibility and significant savings over the Friends & Family 4 Pack (FF4P). Staff also proposes that the Weekend Pass also allow for free transfers to connecting transit services. System Wide Access on Weekends for Monthly Pass Holders If the Weekend Pass is approved, staff recommends that the system wide Weekend Pass benefit be similarly included for Monthly Pass holders. This will add the privileges of the Weekend Pass to the Monthly Pass. A Monthly Pass holder will be allowed to ride any train after 7:00 p.m. on Friday till midnight on Sunday throughout Metrolink s entire system, regardless of the station pairs. This benefit will add value to the monthly pass. Monthly Pass sales generate the most revenue for Metrolink. Public Communications Outreach Plan A proposed public communications outreach plan has been developed to solicit comment on this range of potential fare media changes. Outreach for all proposals will occur concurrently and culminate with a public hearing before the Board at their scheduled meeting on May 13, 2011 or as otherwise set after that date by the Board. Any fare media changes in addition to those that are described in the public outreach process would require a subsequent public outreach process prior to Board consideration. The public notification process uses several different strategies to consider the potential fare media modifications. These recommended actions on the public outreach program to be conducted prior to Board consideration of recommendations on fare media changes are exempt from the California Environmental Quality Act (CEQA) both as planning and feasibility studies which do not commit the Board to any future action and because it can be seen with certainty that these recommended public outreach actions will not have an adverse impact on the environment. Only after the public outreach program will the staff return to the Board at a properly noticed meeting with recommendations on required CEQA findings and proposed actions specific to fare media changes. Public Communications Plan A public outreach is proposed on fare media changes. The public notification process uses several different strategies to communicate reasons to consider the proposed measures. 10

17 Public Communications Outreach Plan - FY Proposed Fare Media Changes Transmittal Date: April 1, 2011 Meeting Date: April 8, 2011 Page 4 The Message: The proposed fare media changes are needed to simplify the fare media options, eliminate passenger confusion and save recurring maintenance costs. Notification Process Public notification will be accomplished using printed materials, Metrolink publications, social media channels, electronic information and public notices in newspapers of general circulation in the service area. Materials Notices of the proposed fare changes will be sent to stakeholders. Notices will be distributed on trains providing information on public input opportunities. Appropriate advertisements will be placed in newspapers of general circulation to inform the public of the public hearing. Metrolink Publications Articles will be published in the following: Metrolink Matters Seat drop bulletins on all trains Electronic Information The Metrolink website will contain up-to-date information about proposed fare media changes. Members of the public will be able to provide comments electronically through the Metrolink website by visiting metrolinktrains.com/about/agenda. A recorded message tells callers to (800) 371-LINK how to provide input on the proposed fare media changes Stakeholders will be notified by , through our website, via social media channels, (800) 371-LINK and Metrolink publications. Public and Media Relations Facts about the proposed fare media changes being considered will be made available as background for articles in newspapers. These stories will serve as a forum for staff and the Board to expand on SCRRA reasons for the changes. Media will be informed of the proposed changes and methods for providing public comment. 11

18 Public Communications Outreach Plan - FY Proposed Fare Media Changes Transmittal Date: April 1, 2011 Meeting Date: April 8, 2011 Page 5 Public Comment/Public Hearing The emphasis will be on soliciting public comment electronically. This has been the preferred method for the public to provide input to SCRRA. The previous special fare comment address will be de-activated and replaced with a new website ecomment functionality to receive public input on the proposed budget reduction measures. One public hearing with an opportunity for the public to comment at a Board meeting will also be scheduled. SCRRA has held workshops in the past for the public to comment on fare adjustments and service changes but in recent years attendance has been extremely light or non-existent. Members of the public have shown a strong preference to provide comment through electronic means. Public comments via have numbered in the hundreds in response to the fare adjustments implemented in 2008 and 2009 and the 2010 service reductions and in the thousands utilizing ecomments in A report compiling the input from the public and responses to public suggestions will be presented to the Board as required in anticipation of the Board s future consideration of these issues impacting the FY Preliminary Budget. Budget Impact If all proposed fare changes are approved there will be a budget savings of $225,000 in reduced maintenance costs. Prepared By: Claudia Ziebell, Communications Manager Robert C. Turnauckas, Chief Administrative Officer 12