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TO: |
Board of Trustees |
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THROUGH: |
Jay Fox, Executive Director |
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FROM: |
Viola Miller, Chief Financial Officer |
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PRESENTER(S): |
Jordan Eves, Manager Fare Strategy |
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Kensey Kunkel, Special Projects Manager - Fares |
TITLE:
title
Promotional Fare Request: Public Fare for the 2024 Utah Air Show at Hill Air Force Base
end
AGENDA ITEM TYPE:
Service or Fare Approval
RECOMMENDATION:
Authorize the Executive Director to vend a promotional Hill Air Force Base mobile pass.
BACKGROUND:
Every two years, the Hill Air Force Base (Base) hosts a Warrior Over the Wasatch Air Show (Air Show). This event attracts over 200,000 people during a two-day period to the Base. The previous event took place in 2022, and UTA provided a promotional day pass to allow attendees to travel to and from the Base using public transit. The pass was available through the mobile app for five dollars ($5) per person and allowed travel on all UTA services including Frontrunner.
The Base will once again host the Warriors Over the Wasatch Air Show June 29-30, 2024. In the spirit of partnership, UTA will once again provide a promotional Air Show mobile pass for five dollars ($5) per day/person to assist with traffic mitigation and to incentivize use of the UTA system. This pass allows unlimited travel for the day and will provide access to all UTA services, both regular and premium, but excludes Paratransit.
UTA Corporate Fare Policy requires all promotional fare products be approved by the Board of Trustees.
DISCUSSION:
Staff recommends that the agency sells a promotional Air Show transit pass to incentivize the use of transit to travel to and from the Air Show. Total sales are anticipated to be between 3,500 to 4,000 passes with estimates based on historical pass sales.
ALTERNATIVES:
Do not provide a promotional pass and require attendees to find alternative methods for UTA Fare
FISCAL IMPACT:
Given the FrontRunner average one-way fare of $4.70, we expect the revenue loss on Saturday to be offset by revenue gains from unscheduled service on Sunday. We expect no fiscal impact to revenue.
ATTACHMENTS:
NA