TO: Board of Trustees
THROUGH: Carolyn Gonot, Executive Director
FROM: William Greene
PRESENTER(S): Monica Morton, Fares Director
TITLE:
title
Promotional Fare Request: Youth Rider’s License
end
AGENDA ITEM TYPE:
Service or Fare Approval
RECOMMENDATION:
Approve the promotional fare request for 2021 Youth Rider’s License at the price point of $49.
BACKGROUND:
The Youth Rider’s License (“RL”) pass gives youth ages 18 and under access to an unlimited premium transit pass, valid on all UTA services except for Ski, Park City, and Paratransit services for the period June 1 thru August 31. The RL pass is an electronic pass and can be purchased through UTA Customer Service, UTA Online, and the GoRide mobile App. UTA has made the RL pass available to youth each summer since 2014. Based upon community feedback and to encourage ridership, the price point is $49. UTA Fare Policy 4.1 requires board approval of all promotional fare pricing and pilot programs.
DISCUSSION:
Youth have been identified by the ridership task force as a target market to assist in bringing riders back to UTA during the COVID-19 recovery. UTA recommends continuing to offer the Rider’s License at the price-point of $49. In 2020, • Most trips (50%) were on regular bus and most youth (60%) travel during off-peak hours: 10am-3pm; 7pm-12am • The program discount did not exceed 25%. This was calculated by comparing the retail use of the pass (pay-per-trip value) to total revenue received • Users of the pass took an average of 21 trips each summer in 2020 (Note: Riders License use in 2019 was also 21 trips per pass) It is estimated that total pass sales in 2021 will be between 1,700 and 3,500 and ridership will be between 37,000 to 73,000 trips. This assumes that UTA’s RL sales will equal 40-80% of 2019’s total sales (4,300).
ALTERNATIVES:
1. Increase the price point of the RL. This may result in a decrease in pass sales and a decrease in overall revenue and ridership, as can be seen in historical RL sales data 2. Eliminate the pass offering, foregoing any anticipated revenue and ridership
FISCAL IMPACT:
It is estimated that 2021 revenue will be between $86,000 and $171,000, assuming that UTA’s RL sales will equal 40-80% of 2019’s total sales. In 2019, UTA sold 4,300 RL passes:
ATTACHMENTS:
1) None