CALIFORNIA PARTNERSHIP FOR THE SAN JOAQUIN VALLEY

December 9, 2016

SUPERVISOR VITO CHIESASJJPA BOARDMEMBERCA PARTNERSHIP BOARDMEMBER

INTRODUCTION

VIRGINIA MADUENOSJJPA NORTHERN SAN JOAQUIN VALLEY OUTREACHPRESIDENT, IMAGEN, LLC

AMTRAK SAN JOAQUINS INTRODUCTION

WHAT IS AMTRAK SAN JOAQUINS?

1.1 million passengers

364 miles

11 counties

18 stations

7 daily round trips 5 Oakland – Bak

2 Sac – Bak

WHAT IS AMTRAK SAN JOAQUINS?

• In Bakersfield, Amtrak Thruway buses connect you to great Southern California destinations.

• Easy Thruway Bus connection to San Francisco are made at Emeryville.

• Thruway Bus to Yosemite at Merced and Fresno.

• Thruway Buses to Northern California at Sacramento and Martinez.

• Reach over 135 destinations in California and Nevada.

WHY RIDE AMTRAK SAN JOAQUINS?

AMTRAK GIVES YOU OPTIONS…

AMTRAK GETS PERSONAL

SHARING THE AMTRAK EXPERIENCE

DAN LEAVITTSJJPA MANAGER OF REGIONAL INITIATIVESCA PARTNERSHIP BOARDMEMBER

A LOOK AHEAD

WHO IS INVOLED?

SJJPA is responsible for the management and administration of the Amtrak San Joaquins service. SJJPA is governed by Board Members representing each of the 10 Member Agencies along the 365-mile San Joaquin route.(www.sjjpa.com)

Amtrak is responsible for the operation of Amtrak San Joaquins service. Amtrak employs the train operation staff as well as maintains the equipment.(www.Amtrak.com)

Amtrak San Joaquins service is funded by the State of California through the California Department of Transportation (Caltrans). The State owns the majority of the equipment used on the San Joaquins.

YOU! As a state funded service, Amtrak San Joaquins belongs to the communities it serves! This is your train! Get involved and ride!

JUNE 20, 2016 – 7th DAILY ROUND-TRIP

• 4 Press Conferences

• Bakersfield

• Fresno

• Merced

• Oakland

• Press Coverage• TV

• Radio

• Print

• Social MediaMerced Press Conference – June 17th

ON TIME PERFORMANCE

FY 2006 - 2016 RIDERSHIP

ISSUES IMPACTING RIDERSHIP

• Low gas prices.

• Amtrak Advertising and Marketing Eliminated.

• Increase in competition in the Bay Area-Los Angeles corridor with the arrival of several frequent private intercity bus services.

• Problems with OTP combined with equipment changes.

• Neglect: Stations & Connectivity

• Capacity was reduced in 2014

• Predominately Leisure Market

ISSUES IMPACTING RIDERSHIP

SAN JOAQUINS DEMOGRAPHICSDemographics

Gender TotalMale 38%

Female 62%

Age¹ Total18 - 34 32%

35 - 54 23%

55+ 45%

Average 48 years

Ethnicity TotalWhite 59%

African-American/Black 14%

Spanish/Hispanic 27%

Other 23%

Household Income TotalUnder $50K 50%

$50 - $74.99K 23%

$75K+ 26%

Average $59K

Trip Length Total

Average # of Nights Away 5

¹ Note: “Age” doesn’t include passengers under 18

SAN JOAQUINS DEMOGRAPHICSDemographics

Gender TotalMale 38%

Female 62%

Age¹ Total18 - 34 32%

35 - 54 23%

55+ 45%

Average 48 years

Ethnicity TotalWhite 59%

African-American/Black 14%

Spanish/Hispanic 27%

Other 23%

Household Income TotalUnder $50K 50%

$50 - $74.99K 23%

$75K+ 26%

Average $59K

Trip Length Total

Average # of Nights Away 5

¹ Note: “Age” doesn’t include passengers under 18

FRIENDS AND FAMILY DISCOUNT

Buy 1 save 50% on up to five!

Grab your friends and family and hop onboard the San Joaquins. It's the stress-free and traffic-free way to travel throughout California's Central Valley. Remember, when you buy one full-fare ticket, up to five people can travel for 50% off.

Mid-Corridor

Starts/Ends

Existing

Frequencies

Fresno-

Sacramento

+

Fresno-

Oakland

MID-CORRIDOR STARTS/ENDS

• Fresno Layover Facility

• Additional Parking

• Improved security at parking lots and platforms. Improvements could include adding gates, lights, cameras, and security personnel.

• Station enhancement and beautification projects.

SJJPA 2016 BUSINESS PLAN

• Additional Round Trips• 8th Daily Round Trip

• Increasing Service to Sacramento

• Mid-Corridor Trips

• Additional Stations

• Reduced Travel Times/Safety Improvements

• Near-Term Extension: Oakland Coliseum/BART (Oakland Airport)

ESTIMATED 10-YEAR CAPITAL PROGRAM

8th Daily Round Trip (Martinez-Bak) = $100 million

9th-11th Daily Round Trip (Mar.-Fresno) = $100 million

Extension to Sac. (Stockton-Sac UPRR) = $600 million

Stockton–Fresno (Sac extension) + 90 mph = $80 million

Layover Facilities (Mid-Corridor Starts) = $30 million

Safety Improvements = $100 million

Martinez-Oakland Coliseum = $190 million

New Stations = $120 million

New Equipment = $180 million

TOTAL = $1.5 billion

CA INTERCITY PASSENGER RAIL LEADERSHIP COALITION

CALL FOR ACTION: Support Dedicated Annual Funding for Capital Improvements

6 million passengers annually

Over 375 million VMT reduced annually

109 million pounds of CO2 reduced annually

$6 billion in capital investment needs

Traditional sources of capital funding depleted.

Current Statewide Transportation Funding proposals do not included dedicated funding for CIRP.

DAVID LIPARISJJPA MARKETING & OUTREACH COORDINATOR

MARKETING OVERVIEW & PARTNERSHIP HELP

MARKETING APPROACH

SJJPA is implementing a more “grassroots” approach to marketing.Reach the communities the train serves not

just larger markets.Reach out to minority and non-English

speaking residents. With Hispanics comprising well over 50% of the

San Joaquin Valley population, a key part of marketing is reaching out to Hispanic communities and providing promotional materials in Spanish.

GRASS ROOTS MARKETING EFFORTS

• KP Public Affairs• Sacramento & Northern California Region

• Circlepoint• Bay Area & Northern Coast Region

• California Strategic Solutions• Northern San Joaquin Valley & Foothills

• Jeffrey Scott Agency• Central San Joaquin Valley

• Providence Consulting• Kern County

MARKETING AND OUTREACH ACTIVITIES

• Grassroots –Community Engagement

• Community Events

• Stakeholder Development

• Group Trip Development

• Citizen Group Presentations

GRASSROOTS + SOCIAL MEDIA

SOCIAL MEDIA

@AmtrakSanJoaquins @AmtrakSanJoaquins

@SanJoaquins Search: Amtrak San Joaquins

ADVERTISING

• Print

• Digital

• Radio

LOOK WHO’S RIDING!STAKEHOLDER ENGAGEMENT CAMPAIGN

• Goals• Engage and Develop

Champions

• Encourage Social Engagement

• Localize the service to the communities it serves

• Method• Post Stakeholder Ride

Photos & Testimonials

• Engage Participants to Post Their Photos & Testimonials

LOOK WHO’S RIDING!STAKEHOLDER ENGAGEMENT CAMPAIGN

• How Do People Engage?

• Simple Outreach Flyer

• Outreach at Board, Committee, and Org Meetings

• Employ Marketing & Outreach Teams

• Organic Participation• Social Post Visibility

EARLY MORNING SACRAMENTO SERVICEMID-CORRIDOR STARTS/ENDS

• Market Research• Downtown / Midtown Sacramento Employers

• San Joaquin Valley Workforce

• Generating Support and Marketing for New Service

HOW HAS THE PARTNERSHIP SUPPORTED SJJPA?

• SJJPA Formation Support• Concept

• Legislation - One of the first supporters of AB1779

• Supported all SJJPA grant opportunities

• Fourth Priority: San Joaquin Rail Service

• Support for Sacramento Survey with E-Blast & Website Feature

HOW CAN THE PARTNERSHIP HELP?

Partnership Members:• Taking the train to a future Partnership meeting

• Distributing the Sacramento Survey to your organizations and contacts.

• Participate in the ‘Look Who’s Riding’ campaign.

• Partner with SJJPA to get your organization on the train.

HOW CAN THE PARTNERSHIP HELP?

Partnership As A Whole:• Supporting the SJJPA TIRCP Grant Application

• Letter of Support

• Support in Sacramento

• Supporting Intercity Rail Inclusion in State Transportation Measure

• Letter of Support

• Support in Sacramento

Questions?