TO: Board of Trustees
THROUGH: Carolyn Gonot, Executive Director
FROM: Nichol Bourdeaux, Chief Planning & Engagement Officer
PRESENTER(S): Megan Waters, Community Engagement Manager
Kensey Kunkel, Manager of Business Development & Sales
TITLE: 
title
Promotional Fare Request: Explore More Transit Passport
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AGENDA ITEM TYPE: |
Service or Fare Approval |
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RECOMMENDATION: |
Approve pass promotion for new Explore More Transit Passport |
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BACKGROUND: |
As part of the ridership recovery efforts, this pass was developed with single or stay-at-home parents or caregivers, including nannies, au pair and babysitters, in mind. These are potential riders who might be looking for new things to do and ways to explore with children this summer. This is a new rider market that takes advantage of both youth exposure to and engagement with UTA, as well as re-envisioning and expanding how we use transit, to include trips for recreation, entertainment, supporting local businesses, and cultural enrichment. Staff worked collaboratively with Local First to engage many local businesses and organizations as partners on this program. |
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DISCUSSION: |
The Explore More Transit Passport would provide one adult and up to four children (ages 6-15) access to transit on UTA. The fare media will be a group pass through the GoRide app. This pass provides fare at a reduced cost to attract new riders. The cost would be $49/month each for July, August, and September, or $99 for all three (if someone purchases a July pass or all three, the partial month of June would be included for free). The pass would be valid on all UTA services, with the exception of PC-SLC Connect, Ski Bus and paratransit service. As part of this program, an actual “passport” booklet will be available for participating children at partnering organizations and through UTA. Each partnering business/organization will be provided stickers to reward visitors who are using the Explore More pass. |
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ALTERNATIVES: |
N/A |
FISCAL IMPACT: It is estimated that total sales for the Explore More Pass will be between 500 and 1,000 passes with revenue of $49,400 - $98,800, respectively. Total pass sales assumes that 25% of customers will purchase a 30-day pass for $49 at least two times and 75% of customers will purchase a 3-month pass for $99. When the Rider’s License Launched in 2014, total sales were 800 passes at the price point of $99. These sales were used as the baseline to determine sales for the Explore More pass. 