external affairs q4 fy 2011-12 performance measures

Q4Performance Driven

External Affairs Q4 Performance Measures | 2011 - 2012

CelebratingBus Transit in Orange County!

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ATTACHMENT A

Table of Contents

External Affairs Division Goals ............................................................ 1Executive Summary .............................................................................. 2

PROGRAM DETAILS

BUS TRANSIT40th Anniversary and Dump the Pump Week .................................. 7Prepaid Pass Sales ................................................................................ 9Bus Public Information ........................................................................ 11Community Outreach .......................................................................... 13Metrolink Service Expansion Program and OCLINK ....................... 16

METROLINKAngels Express ...................................................................................... 18

RIDESHARE/VANPOOLNational Bike Month ............................................................................ 21Vanpool .................................................................................................. 23

CAPITAL PROJECTSWest County Connectors .................................................................... 26I-405 Improvement Project ................................................................ 28O.C. Bridges ........................................................................................... 30SR-57 ...................................................................................................... 32SR-91 ...................................................................................................... 34Orange County Railroad Crossing and Quiet Zone Program ........ 36I-5 Central County Improvement Project ......................................... 38I-5 South: Avenida Pico to San Juan Creek Road ............................ 40I-5 South: SR-73 to El Toro Road ........................................................ 42

GENERAL COMMUNICATIONSMedia Relations .................................................................................... 43Digital Communications ..................................................................... 45Small Business Outreach ..................................................................... 48Public Committees ............................................................................... 50Special Projects and Speakers Bureau .............................................. 52

081712-10

External Affairs Q4 Performance Measures April 2012 - June 2012

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External Affairs Q4 Performance Measures

External Affairs Division Goals

External Affairs areas of responsibility include community and media relations, strategic communications, marketing, and customer engagement.

Division goals are to:

• Provide Orange County Transportation Authority (OCTA) customers and stakeholders with quality, cost-effective public information that enhances awareness of services and programs, encourages use, supports transparency in government, and creates positive perceptions of the agency

• Ensure two-way communication between OCTA and its customers and stakeholders by listening, sharing, recording information, and responding to public comments

• Encourage and engage the public to participate in planning and capital project development

• Promote alternatives to single-occupant vehicle travel

• Administer and grow revenue-generating programs such as the bus advertising program, bus book sales, and prepaid fare media program

• Provide communications support to Board of Directors (Board), Chief Executive Officer, and Strategic Plan initiatives


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Executive Summary

Overview

The Orange County Transportation Authority (OCTA) External Affairs Division is involved in creating awareness, engaging the public in the development of transportation projects and services, promoting alternatives to the single occupant vehicle, and augmenting traditional transportation revenues. In 2010, the division began to formally track progress using a set of performance measures.

This report provides an update on divisional activities and progress against metrics for the fourth quarter (Q4) of fiscal year (FY) 2011-12, the period April 1, 2012 through June 30, 2012.

The External Affairs Performance Measures Report is available online at:

www.octa.net/eaperformance

BUS TRANSIT AT A GLANCE

HIGHLIGHTS

40th Anniversary / Dump the Pump

National Dump the Pump Week and the 40th anniversary of OCTA’s bus service provided an opportunity to increase awareness of OCTA’s transit options. Twenty-five percent of Dump the Pump pledges reported trying an alternate commute mode for the first time during this week.

Customer Information Center

Customer Information Center call volume was maintained at 205,376 calls in Q4. With a firm-fixed price contract, the average calculated cost per call decreased to $1.63 in Q4 from $1.68 in Q3 due to an increase in the number of calls handled.

Community Outreach

With a reallocation of staff resources, OCTA has been able to increase awareness in the community by attending local events, fairs, and festivals. While this approach is time intensive, it builds community goodwill and serves to support goals to increase awareness of OCTA’s services.

Pre-Paid Pass Sales

OCTA sold $16.8 million in prepaid fare media in FY 2011-12, consistent with sales in FY 2010-11. While prepaid pass revenues remained flat, pass quantities sold increased by 4.6 percent in FY 2011-12 over the prior fiscal year. Discontinuation of the 15-day pass in FY 2011-12 has resulted in a move to the 7-day pass and other passes that cost less.

eBusBooks

Downloads of the free, customizable eBusBook increased by 32 percent in Q4 compared to the same period the prior year. With more than 33,300 eBusBooks downloaded, Q4 had the most downloads since the program was introduced in August 2009.


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Executive SummaryMETROLINK MARKETING AT A GLANCE

HIGHLIGHTS NEEDS IMPROVEMENT

Metrolink Service Expansion Plan (MSEP)and OCLINK Pass

Starting July 5, 2011, OCTA added an additional six MSEP routes to increase the frequency and breadth of Metrolink service in Orange County. Despite extensive marketing of the new trains, ridership has been challenging, with an average of 28 passengers per train. Staff is monitoring ridership and working on service and marketing plans to build ridership. While there has been rapid customer adoption of OCLINK passes, the benefit to ridership on MSEP routes has been limited. The OCLINK may be contributing to an overall increase in Metrolink ridership. Measures to better evaluate the benefits of this promotional pass are needed.

Angels Express (2012 Season)

The 2012 season of the Angels Express has generated more than 18,100 boardings through June 2012. Only halfway through the season, boardings are on track to surpass the 20,613 boardings of the 2011 season.

RIDESHARE / VANPOOL / BICYCLE AT A GLANCE

HIGHLIGHTS

Vanpool

Program growth continues to exceed long term estimates; grant fund revenues from the program support OCTA bus capital projects and offset program costs. The number of active vanpools increased by 20 percent over FY 2011-12 compared to FY 2010-11, growing from 340 vans in FY 2010-11 to 408 vans in the current year.

National Bike Month

Multiple outreach events, eblasts, and social media raffles helped participation in national Bike Month to increase by three percent compared to the prior year. Sixty percent of customers listed a single occupant vehicle as their usual mode of transportation.


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Executive SummaryCAPITAL PROJECT OUTREACH AT A GLANCE

GENERAL COMMUNICATIONS AT A GLANCE

Orange County Railroad Crossing Program

Construction of safety features at 52 railroad crossings is complete and is the nation’s first countywide rail safety program. Local, state, and federal officials joined the news media at a public celebration of the completion of the $85 million rail safety enhancement program in January 2012.

State Route 91 (SR-91) Widening Project

Outreach staff met one-on-one with more than 200 businesses, schools, churchs, and other organizations to communicate the reopening of SR-91 ramps.

West County Connectors

The West County Connectors project completed its first major milestone with the completion of the 7th Street Bridge in April 2012. To highlight the reopened connector, staff held a press conference and tour. Outreach staff began to provide advance notice of planned connection on the Interstate 405 (I-405) / Interstate 605 (I-605) southbound ramp.

O.C. Bridges

Communications activities continued to focus on impacts to Placentia Avenue, which borders the cities of Fullerton and Placentia, and Kraemer Boulevard, in the cities of Placentia and Anaheim, as it is the first of the seven railroad crossings projects to begin construction.

State Route 57 (SR-57) Widening Project

In order to mitigate the 12-week closure of Rolling Hills Drive, outreach staff attended multiple community events to increase project awareness. Targeted door-to-door outreach among local business encouraged more than 60 businesses to sign up for regular updates.

Speakers Bureau

OCTA executives and staff spoke to many notable organizations including: American Public Transportation Association, American Road and Transportation Builders Association, Orange County Business Council, Mineta Transportation Institute, and Women in Transportation Seminar. The topics ranged from OCTA’s 2012 CEO Initiatives, High-Speed Rail, and how OCTA proposes to expedite mobility through the year 2020.

Public Committees

There were 10 public committee meetings during Q4. Public committees provide an opportunity for members of the public to give feedback on a variety of topics and issues.

Interstate 405 (I-405) Improvement Project

Following an extensive public notification process which included newspaper notices, eblasts, and four public hearings, staff reponded to public and media inquiries about the proposed alternatives. Staff are currently reviewing the public comments recieved on the project.


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Program Details

Program Details

CelebratingBus Transit in Orange County!

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Bus Transit

Ridership Promotions

This year, OCTA celebrated its 40th anniversary in conjunction with Dump the Pump Week. To help leverage marketing dollars, encourage trial ridership, and persuade commuters to leave their cars behind, special incentives were given including a free bus pass for every participant and a prize raffle. Also, marketing efforts were expanded to include bus wraps and print advertisements in multiple languages.

• 871 online Dump the Pump Week pledges (42 percent increase over last year)

�22,143 driving miles saved among people who usually drive alone to work

�25 percent of respondents tried an alternate commute for the first time during Dump the Pump Week

�45 percent of respondents reported that they usually drive alone

• 3,159 free bus pass coupons redeemed (includes both pledges and printed advertisements)

• 52 percent increase in the number of Facebook fans on the OCTA Share the Ride page as a direct result of the campaign

• More than 800 participants for both the 40th Anniversary and Dump the Pump raffles

• 23,000 impressions on the OCTA Bus and OC Share the Ride Facebook pages from campaign posts

• Multiple articles published about the campaign, including in the OC Register, Metro Magazine, Metrolink’s website, OCBike.org, OC Deals, and others

• 10 emails were sent to 16,378 recipients, with a 23 percent open rate

• More than 400 people signed up for OCTA email updates as a result of the Dump the Pump campaign

OVERVIEW

RESULTS

40th Anniversary and Dump the Pump Week

40th Bus Anniversary Promotion Elements

Free bus pass coupon for all participants

A primary draw for commuters to participate in Dump the Pump Week was a free bus pass offer. After submitting a pledge online, participants were able to download a coupon that could be exchanged onboard the bus during Dump the Pump Week for a free one-day bus pass. Coupons were also placed in printed advertisements.

Prize incentives for new and existing customers

Two raffles were developed for different audiences as part of the campaign. The first raffle, for the 40th anniversary, aimed to engage current bus riders online. The second raffle, for Dump the Pump Week, incentivized non-riders to connect with OCTA online.

The raffles rewarded participants with points for completing activities. Examples include answering trivia questions, liking OCTA’s social media pages, emailing photos, and more.

OCTA merchandise, bus passes and train tickets were awarded to winners, who were randomly selected.

Supports OCTA Strategic Plan mobility and public service goals.


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Bus Transit

40th Bus Anniversary and Dump the Pump Week

COST ANALYSIS

The 2012 Dump the Pump Week and 40th Anniversary promotion was a success. The targeted marketing programs were effective in attracting and engaging commuters.

Recommendations for the Dump the Pump and 40th Bus Anniversary are to:

• The Dump the Pump Week promotion should be continued in future years to encourage people to consider public transit options

CONCLUSIONS

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FY 2011-12 FY 2010-11

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Marketing Cost (includes coupons) *

Gross Impressions Total pledges and participants

$43,863 24,454,327 3,159

Cost per 1,000 Impressions (CPM)

Cost per participant

$1.79 $13.89

HOW DID YOU HEAR ABOUT DUMP THE PUMP?

TOTAL BUS RIDERSHIP

* Marketing costs include the value of 3,159 promotional bus passes (valued at $12,636) redeemed during the promotion. The bus pass coupons were available to those that pledged or via newspaper advertisements.


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Bus Transit

Bus riders who purchase a bus pass realize a cost savings per ride when compared to paying per boarding. OCTA’s pass sales program provides convenient points of purchase opportunities for existing bus riders. Bus passes are available for sale at all Ralphs, Vons, Pavilions, and Northgate grocery stores. To increase convenience and broaden availability to customers, bus passes are available at more than 120 other locations throughout the county. Prepaid bus passes expedite the boarding process thereby aiding OCTA’s on-time performance.

OVERVIEW

RESULTS

Prepaid Pass Sales

• In FY 2011-12, prepaid pass sales revenue increased slightly by 0.4 percent. Quantities of passes sold during the same period increased by 5 percent, suggesting customer interest in lower cost and shorter duration passes

• Prepaid pass sales revenues decreased by 4 percent in Q4 compared with same period last year

• OCTA expanded sales for Summer Youth passes by making them available in Vons, Pavilions, and Northgate stores. Previously, the Summer Youth Pass was only sold in Ralphs stores

• Sales at Vons, Ralphs, Pavilions and Northgate stores generated $1.52M revenue in Q4 an increase of 4 percent from $1.45M the same period the prior year

• Pass sales revenues at major retail stores (Ralphs, Northgate, Pavilions / Vons) increased by 1 percent in Q4 compared to Q3.

• Sales from Northgate Markets increased 8 percent, or $41,802 in Q4 compared to Q3

• Sales from Ralphs decreased 7 percent, or -$51,228 in Q4 compared to Q3

• Sales from Vons increased 13 percent, or $29,743 in Q4 compared to Q3

Selected Pass TypesComparing FY 2010-11 to FY 2011-12

% Revenue Change

30-day Pass (regular) 1%15-day Pass (regular) -59%7-day Pass (regular) 7%1-day Pass (prepaid 10 ticket pack) 3%ACCESS Passes and Door Coupons 6%


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Bus Transit

Pre-Paid Pass Sales

• Promoted sales of passes with in-store advertisements at Ralphs, Vons, Pavilions, and Northgate.

• Initiated efforts to solicit new pass sales locations with major chain stores in Orange County. Currently working with Walmart, Stater Brothers, and Albertsons to begin selling pre-paid sales.

CONCLUSIONS

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$7.6 M

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-7%

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+13%

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MAJOR RETAIL PREPAID FARE VENDORS (FY 2011-12)

Q1

Q2

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Q4

Based on customer demand, ACCESS coupons and Summer Youth passes are now sold at our major chain stores

FY 2011-12 PREPAID FARE REVENUESVERSUS ONBOARD CASH FARES

TOTAL PREPAID FARE MEDIA REVENUE

Supports OCTA Strategic Plan mobility and fiscal goals.


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EFFECTIVE THROUGH OCTOBER 13, 2012 • EFFECTIVO HASTA EL 13 DE OCTUBRE 2012

JUNE 10, 2012

CHANGE HIGHLIGHTS / CAMBIOS PRINCIPALES

Schedule Adjustments / Ajustes de Horario1, 29, 30, 33, 35, 37, 38, 42, 43, 46, 47, 50, 55, 56, 59, 64, 66, 71, 72, 83, 85, 87, 91, 129, 490, 758 and 794

Route Adjustments / Ajustes de Ruta42

BUS BOOK

@octabusupdates facebook.com/octabus

$1

www.octa.net

Keep in touch with free tools from OCTA(See page 2 for more on all these great tools!)

Use your cell phone to get your bus schedule

Personalize yourbus book online

Sign up for email updates at www.octa.net/connections

Plan your next trip with OCTA’s online trip planner

Plan regional trips or get schedule info call 511

Bus Transit

OCTA provides bus information through a variety of sources to serve customer needs while managing costs. The major sources of bus information include the printed bus book ($1 per book), free electronic bus books, the online trip planner “Just Click,” as well as Customer Information Center calls. Bus books are in high demand during bus service changes which take place three times a year in February, June, and October.

• Downloads of OCTA’s free eBusBook increased by 32 percent in Q4 compared to the same period last year.

• Bus book sales remain consistent, averaging $11,700 per month with revenues of more than $34,000 in Q4.

• In December 2011, the trip planner was upgraded to display the transit information more efficiently. The process became more efficient for the user, but resulted in a decline in trips planned.

• Text4Next continues to be popular among customers as 841,243 text messages were sent in Q4 – a 9 percent increase over the same period last year.

• As a result of the success of the Text4Next bus information, a similar service was launched for Metrolink.

• Customer Information Center calls increased slightly to 205,376 calls in Q4. With a firm-fixed price contract, the average calculated cost per call was $1.63 in Q4.

OVERVIEW

RESULTS

Bus Public Information

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JUST CLICK TRIP PLANNER TRIPS PLANNED

Supports OCTA Strategic Plan public service goals.


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Bus Transit

Bus Public Information

Recommendations for this program include:

• Promoting free internet access at county libraries as a method for customers to access eBusbook and online bus information.

• Reducing costs of Text4Next program by evaluating free texting services for bus information (cost offset by adding advertisements to the text message).

CONCLUSIONS

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The Customer Information Centercontract terms were revised inMay 2010 to a �rm-�xed price,rather than a set price per call.

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CUSTOMER INFORMATION CENTER

EBUSBOOK DOWNLOADS TEXT4NEXT TEXT MESSAGES


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Bus Transit

The outreach team has increased OCTA’s visibility throughout Orange County communities. Outreach events and presentations are a critical way that OCTA creates person-to-person awareness and educates the public on major marketing programs and services.

The program includes targeted senior, youth, and general community outreach. The goals of the programs are to educate the public, create awareness, and introduce target markets to transit.

• Grassroots outreach through event participation and presentations at local senior centers:

�Senior Saturday Festival in Huntington Beach

�Central County Senior & Caregiver Expo hosted by Supervisor Janet Nguyen

�North County Senior Expo hosted by Supervisor Shawn Nelson

�South County Senior Expo hosted by Supervisor Pat Bates (featured on the OC Register’s website)

OVERVIEW

SENIOR OUTREACH

Community Outreach

Senior Outreach Activities

5 senior community events 3,200 seniors reached

12 senior presentations 565 seniors reached

Trial pass distribution 528

Pass redemption rate 38%

Total cost of senior community events $1,350 in event fees

COST ANALYSIS

Marketing Cost(includes 201 trial passes)

Seniors reached

$1,601 3,765

Cost per senior

$0.43

Exercising our minds, bodies and spirits theme of this year’s

Senior SummitBY CARINE NADEL2012-03-28 12:47

OCTA representative Jennie Campos with Village resident Maxine Quiliquit, who said she attended the event tolearn more about disaster preparation.

CARINE NADEL, FOR THE LAGUNA WOODS GLOBE

© Copyright 2012 Freedom Communications. All Rights Reserved.

Privacy Policy | User Agreement | Site Map


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Bus Transit

Community Outreach

• Youth-centered outreach for the year included notable events and presentations including the following:

�Senator Lou Correa’s 11th Annual Canned Food & Toy Drive with 2,500 children

�Gift of History at Angel Stadium where OCTA’s youth video was featured to more than 20,000 3rd grade students

�OCTA partnered with St. Callistus School in Garden Grove for the Garrett Morgan Sustainable Transportation national competition. Students presented their award-winning sustainable transportation project before top federal transportation officials, including the Transportation Secretary Ray LaHood.

YOUTH OUTREACH

Youth Outreach Activities

11 youth events and presentations 8,025 youth and 2,000 teachers reached

Trial passes distributed 255


Total cost of youth events $370 sponsorship fees

COST ANALYSIS


Youth reached

$523 8,025

Cost per youth

$0.07

More than 20,000 3rd grade students attended the “Gift of History” event at Angel Stadium to learn about the history of Orange County.

“Freddy’s Amazing Transportation Adventure” is a coloring and activity book designed with youth safety and riding tips.

Outreach staff promoted the Ducks Express service to fans during the annual Ducks Fan Fest at the Honda Center.



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• Outreach staff conducted outreach at major community events including:

� Irvine Global Village Festival with 20,000 attendees

�Tet Festival (Garden Grove) with 100,000 attendees

�Tustin Street Fair and Chili Cook-Off with 30,000 attendees

�Festival of Whales (Dana Point) with 100,000 attendees

COMMUNITY OUTREACH

Community Outreach Activities

52 community events & presentations 26,251 residents reached

Trial passes distributed 939


Total cost of community events $2,930 sponsorship fees

COST ANALYSIS


Residents reached

$4,434 26,251

Cost per resident

$0.17

Since the majority of events and presentations are relatively low-cost, outreach activities are one of the most cost effective ways that OCTA communicates with the community on a grassroots level. Outreach respresentatives are the face of OCTA, and they provide invaluable engagement with the public.

Recommendations for community transit outreach include:

• Continue to grow these programs, particularly the Youth Program

• Develop evaluation and feedback mechanisms for the outreach events and presentations

CONCLUSIONS

Bus Transit

Community Outreach

Children spin for OCTA prizes during the annual Tet Festival in Garden Grove.


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Expanded Service for Expanded Living

$7 OCLINK all-day rail/bus pass

$10 All-weekend Metrolink pass

WeeKeNds

WeeKdAys

more Metrolink & more savings July 5th

Metrolink

OCTA launched the Metrolink Service Expansion Program (MSEP) on July 5, 2011. This new service provides an additional six new trips during weekdays on the Orange County Line. Most of the added service is in the evenings.

In addition to more frequent service, OCTA rolled out the OCLINK pass: a new $7 all-day pass, $6 for senior/disabled. It is valid all day with unlimited access to travel on both Metrolink trains and OCTA buses within Orange County.

• 40,832 OCLINK passes sold from July 5, 2011 through June 30, 2012

• In FY 2011-12, the six new MSEP trains generated 35,298 boardings

�Angels Express contributed an additional 29,648 boardings in FY 2011-12, which are reviewed separately

�The quantity of OCLINK passes sold are higher than the number of boardings on the new MSEP trains, suggesting that people are using the OCLINK pass on normal daytime service in addition to MSEP service

• The six MSEP trains have an average daily boarding of approximately 28 boardings per train per day

• While the average daily boardings have mostly stayed consistent, ridership increased significantly on trains #643 and #644 during Angels Express seasons

• An online public survey was conducted in June 2011 with 3,091 respondents. Those that completed the survey were provided a free OCLINK pass. Based on the survey:

�34 percent of respondents were new to Metrolink and had never used weekend or weekday Metrolink service

�99 percent would consider using Metrolink service in the future

OVERVIEW

RESULTS

Metrolink Service Expansion Program and OCLINK

more Metrolink & more Savings coming your way July 5th!

Ride metRolink fRee! Take a short online survey, and we’ll send you a free Metrolink pass. Good any weekday, all-day, anywhere in OC. For your free pass, visit octa.net/OCLINK and click on the free pass survey to get started!

You must validate pass before boarding Metrolink. Free pass valid for travel on all Orange County Metrolink trains with a free transfer to connecting OCTA buses only. Pass valid for travel July 5th through August 31st, 2011. Free pass must be requested prior to July 20, 2011. Limit one pass per person and while supplies last.

www.octa.net/oClink

www.octa.net/oClink



Supports OCTA Strategic Plan mobility goals.


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FY 2011-12 TotalBoardings Time / Route

Train 640 10,969 SB starting 4:50 p.m.

Train 641 10,555 NB starting 3:00 p.m.


Train 643 9,074 NB starting 5:50 p.m.


Train 645 922 NB starting 8:50 p.m.

MSEP TRAINS TOTAL BOARDINGS(EXCLUDING ANGELSEXPRESS RIDERSHIP)

$7Metrolink

ALL DAY RAIL/BUS PASS

expanded service for

expanded living


octa.net/OCLINK

All buses. All trains. All day.IntroducIng the ocLInk Pass.For just $7 ($6 for senior/disabled), you can ride any OCTA bus*, any Metrolink train, any weekday all day, anywhere in Orange County. Plus, with expanded service on Metrolink, you’ll be able to enjoy more of what the OC has to offer, including shopping, dining, recreation and sports events. Beginning July 5th, buy your pass at any Orange County Metrolink station, onboard any OCTA bus, at the OCTA store, online at www.octa.net/OCLINK, or at Orange County and .

*Valid on local fixed-route buses. Not valid on paratransit and express bus service.


Metrolink

Metrolink Service Expansion Program

Metrolink Service Expansion Program

• The six new MSEP weekday trains have less ridership compared to regularly scheduled commuter trains.

Recommendations for MSEP are to:

• Further evaluate the effectiveness of the MSEP train service.

OCLINK Pass

• The OCLINK Pass has been successful, with over 40,000 passes sold in FY 2011-12 and rapid customer adoption. The all-day pass contributes to increased ridership on Metrolink in FY 2011-12.

Recommendations for the OCLINK pass are to:

• Continue the sale of the OCLINK Pass.

CONCLUSIONS

COST ANALYSISMarketing Cost Total OCLINK

Passes SoldGross Impressions MSEP Boardings

$304,000 40,832 245,844,530 35,298

Marketing cost per pass sold


Marketing cost perMSEP Boarding

$7.45 $0.81 $8.61

Marketing costs include the value of promotional OCLINK passes distributed to those that completed the survey. Angels Express costs are evaluated separately.

Ridership on the additional MSEP routes generally decreases for the later evening routes.

All MSEP routes are served by one train and crew that makes several northbound (NB) and southbound (SB) trips (sometimes refered to as turnaround trips).

Trains 643 and 644 also carry Angels Express boardings, which are not included here.


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Metrolink

Ridership Promotion

In April 2012, OCTA and Metrolink initiated direct train service to Angels games for a second year. This year, special trains operated on the Orange County Line (OC Line) and Inland Empire / Orange County Line (IEOC Line) to serve the Anaheim station. Two round trips on the OC Line brought people from the south/north and to/from the Anaheim station for weekday home games. One round trip was added on the IEOC Line to bring people from downtown Riverside to Anaheim and back for all Friday home games.

To build awareness and encourage ridership, a marketing program was launched. Tactics included reinforcing the Angels Express branding, partnering with the Angels, online and radio advertising, and hosting promotional events.

• During Q4 of the Angels Express promotion, ridership on the OC Line increased by 7 percent compared to the same April - June period in 2011

• As of June 30, 2012, a total of 9,981 Angels Express tickets sold generating approximately $56,059 in revenue

• Angels Express advertising generated more than 124 million impressions

• A survey of Angels Express riders (159 respondents) reported that 64 percent of respondents were new to the service and 96 percent said they would continue to ride

• 55 percent of those surveyed had never used Metrolink weekend service

OVERVIEW

RESULTS Successfully attracted new riders as 47 percent of Angels Express survey respondents had never used Metrolink weekday service

Angels Express

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With half of the season remaining, already at 18,100 boardings

ANGELS EXPRESS DAILY GAMEDAY RIDERSHIP(YEAR-TO-DATE VERSUS 2011 SEASON)

Supports OCTA Strategic Plan mobility goals.


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Metrolink

Angels Express

OCTA used the Angels Express opening game event with former Angel player Bobby Grich as a way to promote Metrolink. During the May 30 event at the Laguna Niguel station, former Angel great, Bobby Grich, made a special appearance to help kick-off the 2012 Angels Express service. More than 250 people attended the event and rode with Grich to the game.

TAKE ANGELS EXPRESS TO THE GAME WITH BOBBY GRICH

SEASON KICKOFF EVENT

Clean TransportationFunding from the MSRCMobile Source Air Pollution Reduction Review Committee

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400 K

Jan. Feb. March April May June Jul. Aug. Sept. Oct. Nov. Dec.

2012 2011 2010

Angels Express 2012 and 2011 season

TOTAL METROLINK BOARDINGS (CALENDAR YEAR BY MONTH)

OCTA used the Angels season opener as a way to promote Metrolink and offer Orange County residents an alternative to driving to the Angel Stadium in Anaheim. There were over 300 people who attended the event at the Irvine Metrolink station. The marketing campaign generated more than 3 million impressions. More than 1,300 passenger trips were taken on the Angels Express to the game that day, more than any other weekday game.

Funding for additional Angels Express Metrolink service was provided by the Mobile Source Air Pollution Reduction Committee (MSRC). Grant funds are awarded for using Tier 2 Cleaner Operating Locomotives.


20

Metrolink

Angels Express

The Angels Express has already proven to be a very successful returning campaign, generating more than 18,100 boardings to date. Only halfway through the season, boardings are on track to surpass the 20,613 boardings in the 2011 season.

Recommendations are to:

• Continue Angels Express marketing efforts in future seasons with consistent branding identity.

• Increase outreach / promotional events at local communities to create awareness and usage of the service.

CONCLUSIONS

COST ANALYSIS

Marketing Cost* Total Passes Sold Gross Impressions Angels Express Boardings

$100,999 9,981 124,382,102 18,117

Marketing cost per pass sold


Marketing cost perAngels Express Boarding

$10.12 $0.81 $5.57

with purchase, buy now while supplies last

all aboard the

angels express

free game voucher

only 7 roundtrip

$4 For youth 6-18$4 For youth 6-18ages 5 and under ride FREE

octa.net/AngelsExpress

Beginning April 2nd, Metrolink will be running special trains to all home games that start at 7:05 p.m. A train every weeknight on the OC Line, and one every

Friday night on the IEOC Line. All for a very special price-only $7 roundtrip.

New! Angels Express from Inland Empire!

Clean TransportationFunding from the MSRCMobile Source Air Pollution Reduction Review Committee

* The marketing cost used for cost analysis is half of the total campaign cost since the campaign is half over. The marketing cost includes the Season Kickoff and Bobby Grich / Laguna Niguel kick-off events. Costs do not include $3,000 in sponsored refreshments donated for the two events.


21

Rideshare/Vanpool

For the past seven years, OCTA has celebrated Bike to Work Week, encouraging Orange County commuters to ditch their cars during the third week in May. This year a focus was placed on reducing all types of car trips, especially trips less than 2 miles; thus Bike to Work Week evolved into National Bike Month. By encouraging commuters to try riding their bikes for any kind of trip, not just their commute to work, OCTA leveraged the increased interest in cycling in Orange County.

A series of bike events took place to create excitement and awareness for National Bike Month, and the program was supported through online and print advertising, email / social media, and our employer network. To encourage participation, commuters were also asked to enter an OCTA raffle with more than $2,000 in sponsored prizes for riding their bikes during the month of May.

OVERVIEW

RESULTS

National Bike Month

• In 2012, participation increased by 3 percent compared to 2011, with 1,100 trips pledged

• A total of 15,253 bike trips were taken during Bike Month

• Through numerous events during National Bike Month, OCTA outreach staff had face-to-face interaction with over 5,000 customers

• Attendance at the Bike Festival in Huntington Beach increased, as well as support from well-known bike vendors – Electra, Shimano, Saris, Nirve, Jax Bicycles, and more

• More than 23 percent of those who pledged reported combining their bicycle trip with bus or rail transit

• More than half of those that pledged listed a single occupant vehicle as their usual mode of transportation

• National Bike Month was the first bicycle commute for 16 percent of respondents

BIKE MONTH EVENTSOCTA Bike FestivalApril, 29, 2012 – Huntington Beach

OCTA held a bike festival to kick off National Bike Month. More than 2,000 people attended. Congressman Dana Rohrabacher was in attendance.

OCTA Game Day Ride and TailgateMay 6, 2012 – Anaheim

OCTA partnered with the Anaheim Angels and Jax Bicycle Center to host a Game Day Ride and Tailgate. 150 cyclists attended. Anaheim Councilmember and OCTA Director Lorri Galloway attended.

OCTA Bike Rally May 10, 2012 – Orange

More than 50 riders attended, riding alongside OCTA’s CEO Will Kempton, Santa Ana Councilmember Michele Martinez, and OCTA Directors Shawn Nelson and Lorri Galloway.



22

Rideshare/Vanpool

Bike Month was a successful campaign that showcased bicycling as a viable transportation option and one that can be easily combined with transit in Orange County. It garnered support from bicycle advocates, key stakeholders, and the community.

The successful series of bike events were low-cost and the recommendation is to follow the same format next year.

CONCLUSIONS

0%

5%

10%

15%

20%

25%

30%

35%

40%

Rideshare Promotion

COST ANALYSIS

Marketing Cost Gross Impressions Participants

$29,695 18,885,469 5,000


Cost per Participant

$1.57 $5.94

0

10 K

20 K

30 K

40 K

50 K

60 K

70 K

80 K

90 K

100 K

Work School Shop Play

HOW DID YOU HEAR ABOUT BIKE MONTH?BIKE MONTH MILES TRAVELLED BY TYPE


23

Rideshare/Vanpool

OCTA has invested in the vanpool program by allocating greater resources in order to grow participation. By operating the vanpool program and providing a subsidy, OCTA is able to generate Federal Transit Administration 5307 grant funding based on revenue and passenger miles traveled. Funds spent on the vanpool subsidy generate additional grant funding to support other OCTA bus capital projects.

As part of the Transit System Study conducted in 2011, vanpools were identified as a valid and cost-effective transit option for station vans, daily commuter services, and business groups.

In Q4, OCTA and vanpool contractors entered into new agreements that will keep the program on track to outpace the Long Term Transportation Plan (LRTP) projections. The number of vanpools participating in the vanpool program is currently 7.4 percent above the FY 2011-12 LRTP target.

OVERVIEW

RESULTS

Vanpool

The vanpool program’s Q4 results showed an increase when compared to the prior quarter (Q3) as shown below:

Strong growth was achieved by the vanpool program in Q4 of 2012 when compared with the same quarter last year, as shown below:

FY 2011-12 Q3 Q4 % Change

Vans 400 408 2%Revenue Vehicle Hours 43,299 44,365 3%Revenue Miles 1,810,428 1,885,898 4%Passenger Trips 272,558 282,726 4%

FY 2010-11 FY 2011-12Q4 Q4 % Change

Vans 340 408 20%Revenue Vehicle Hours 37,955 44,365 17%Revenue Miles 1,522,739 1,885,898 24%Passenger Trips 247,497 282,726 14%

Both existing vanpool contractors have rebranded their programs to attract new customers. VPSI is now “VRide” and Enterprise is now “RideShare by Enterprise.”



24

Rideshare/Vanpool

Vanpool

0

50

100

150

200

250

300

350

400

450


FY 2011-12 FY 2010-11

Vanpool growth continues to exceed long-term program growth targets of 15 percent in FY 2011-12.

Interest in smaller vans continues, partially due to the ease of forming and maintaining a smaller group of coworkers to start a vanpool.

Even though the smaller vehicles carry fewer passengers, the number of vanpools continued to increase, leading to increasing passenger trips and revenue miles.

0

20 K

40 K

60 K

80 K

100 K

120 K

Q1 Q2 Q3 Q4

FY 2011-12 FY 2010-11

0

2 K

4 K

6 K

8 K

10 K

12 K

14 K

16 K

18 K


FY 2011-12 FY 2010-11

NUMBER OF VANPOOLS

VANPOOL PASSENGER TRIPS VANPOOL REVENUE MILES

HIGHLIGHTS / KEY ISSUES

• Targeted outreach to large local employers, including:

�Bank of America

�Oakley

�St. Johns Knits

�Core Logic

• Online advertising on SigAlert.com increased awareness of vanpools with commuter market. The online advertising has received more than 4,000 clicks in FY 2011-12.


25

Rideshare/Vanpool

Vanpool

CONCLUSIONS

The increase in the number of vanpools, even while fuel prices declined suggests the increased marketing efforts by both OCTA sales staff and the vanpool contractors are leading to the creation of new vanpools.

Recommendations:

• Develop outreach and marketing materials and sales kits that support employees in creating vanpools within large employers

• Improve web reporting application to improve ease of use and improve user accuracy

• Develop mobile applications for efficient reporting and service access

• Build loyalty campaign to reward longstanding riders and encourage word-of-mouth from our existing vanpool users

• Work with cities and large employers to develop last-mile station van program starting in September 2012

VANPOOL DESTINATIONS IN ORANGE COUNTY

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COSTA MESALAKE FOREST

MISSION VIEJO

SAN CLEMENTE

GARDEN GROVE

SEAL BEACH

LAGUNA NIGUEL

BUENA PARK

LA HABRA

WESTMINSTER

CYPRESS

SAN JUAN CAPISTRANO

PLACENTIA

ALISO VIEJO

DANA POINT

FOUNTAIN VALLEY

LAGUNA BEACH

LAGUNA HILLS

RANCHO SANTA MARGARITA

STANTONLOS ALAMITOS

LAGUNA WOODS

LA PALMA

VILLA PARK

Vanpool Destinations

June 7, 2012 Portions of this map copyrighted by Thomas Bros Maps and reproduced with permission.

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26

Capital Projects

OCTA and the California Department of Transportation (Caltrans)initiated the West County Connectors project (WCC) to link high occupancy vehicle lanes / carpool lanes on the Interstate 405 (I-405) with those on the State Route 22 (SR-22) and Interstate 605 (I-605) to create a seamless high-occupancy vehicle connection among the three freeways.

After one year of construction, commuters are once again able to cross the 7th Street bridge into Long Beach. The connector closed for reconstruction in April 2011 and reopened April 2012, as construction was necessary to accommodate new carpool lanes on the I-405 beneath the bridge.

• Completed first major milestone of the $277 million West County Connectors project by reopening the northbound I-405 / westbound SR-22 / 7th Street connector

• Outreach staff held a press conference and a driving tour of the newly reopened connector

• The WCC team was honored to share information and provide a shuttle tour for members of the California Transportation Commission (CTC) on April 25

• Participants of the tour included Commissioners Yvonne B. Burke, Fran Inman, James Ghielmetti, Lucy Dunn, Joseph Tavaglione, and James Waring, along with Caltrans Director Malcolm Dougherty and Caltrans District 12 Director Cindy Quon

• Added 150 contacts to the stakeholder database

OVERVIEW



Orange County Transportation Authority 550 S. Main Street, P.O. Box 14184, Orange, CA 92863-1584 • (714) 560-OCTA • www.octa.net 04/25/11

West County Connectors Project

The West County Connectors Project was initiated by the Orange County Transportation Authority and the California Department of Transportation to link high occupancy vehicle (HOV) lanes/carpool lanes on the San Diego Freeway (I-405) with those on the Garden Grove Freeway (SR-22) and San Gabriel Freeway (I-605) to create a seamless HOV connection amongst the three freeways. The project traverses the cities of Garden Grove, Westminster, Seal Beach, Los Alamitos and the community of Rossmoor.

The project will:• ConstructtwodirectHOVconnectors

• AddasecondHOVlaneineachdirection on I-405 between the SR-22 and the I-605

• EliminateHOVusersweavingacross general purpose lanes to switch to and from HOV lanes

• Reconstructon-andoff-ramps

• Constructsoundwallsandretainingwalls at various locations

• Addlandscapingandenhanceaesthetic elements

SR-22/I-405 HOV Connector SegmentThe SR-22/I-405 HOV Connector Project is the eastern segment of the project and will:

• DirectlyconnectthewestboundSR-22HOV lane at Valley View Street to the HOV lane on northbound I-405 and the reverse movement

• ReconstructthesouthboundI-405toeastbound SR-22 connector

• ReconstructtheValleyViewStreetbridgecrossing over the SR-22

The I-405/I-605 HOV Connector SegmentThe I-405/I-605 HOV Connector Project is the western segment of the project and will:

• DirectlyconnectthenorthboundI-405 HOV lane to the HOV lane on the northbound I-605 and the reverse movement

• ReconstructtheSealBeachBoulevard bridge crossing over I-405

• ReconstructtheeastboundSR-22to the northbound I-405 connector


• ReconstructthenorthboundI-405 to the westbound SR-22 connector

West County Connectors Fast Facts

405

405

405

405

605

Seal Beach Blvd.

ROSSMOOR

Valley View St.

G. Grove Blvd.

Bolsa Chica Rd.

LOS ALAMITOS

SEAL BEACH

LONG BEACH

WESTMINSTER

GARDENGROVE

US Naval Weapons

Station

Willow

St.Katella Ave.

S. Gabriel River

Coyote Creek

N

SR-22/I-405 SEGMENT

I-405/I-605SEGMENT

ClosuresThe northbound I-405/westbound SR-22 connector, or 7th Street Bridge, closed April 2011 for approximately 12 months. Because of the existing bridge’s layout, limited dimensions and the need to construct the HOV lanes on the I-405 freeway underneath, the bridge must be replaced in its entirety and cannot be reconstructed one half at a time.

Two additional bridges that will be demolished and reconstructed are at Seal Beach Boulevard and Valley View Street. These bridges can be reconstructed one half at a time. Therefore, neither bridge will be completely closed to the traveling public except during demolition, falsework and other infrequent activities. Although multiple bridges and connectors will be reconstructed during the WCC project, activities will be staggered to avoid work on two consecutive structures at the same time. Specific closure and detour information will be available on the project website once construction begins.

Construction Start Dates:SR-22/I-405 Segment – Sept. 2010 I-405/I-605 Segment – Jan. 2011

Project Funding:$277 million (in 2006 dollars)• $87millionfromtheCongestion

Mitigation and Air Quality (CMAQ) program and $50 million from the American Recovery and Reinvestment Act (ARRA)

• $135millionfromtheCorridorMobilityImprovement Account (CMIA)/Proposition 1B

• $5millionlocalfunds

For more information, contact Christina Byrne at (714) 560-5717 or [email protected].

®

www.octa.net/westcounty

11F_

053_

1

Orange County Transportation Authority 550 S. Main Street, P.O. Box 14184, Orange, CA 92863-1584 • (714) 560-OCTA • www.octa.net 04/25/11

West County Connectors Project

The West County Connectors Project was initiated by the Orange County Transportation Authority and the California Department of Transportation to link high occupancy vehicle (HOV) lanes/carpool lanes on the San Diego Freeway (I-405) with those on the Garden Grove Freeway (SR-22) and San Gabriel Freeway (I-605) to create a seamless HOV connection amongst the three freeways. The project traverses the cities of Garden Grove, Westminster, Seal Beach, Los Alamitos and the community of Rossmoor.

The project will:• ConstructtwodirectHOVconnectors

• AddasecondHOVlaneineachdirection on I-405 between the SR-22 and the I-605

• EliminateHOVusersweavingacross general purpose lanes to switch to and from HOV lanes

• Reconstructon-andoff-ramps

• Constructsoundwallsandretainingwalls at various locations

• Addlandscapingandenhanceaesthetic elements

SR-22/I-405 HOV Connector SegmentThe SR-22/I-405 HOV Connector Project is the eastern segment of the project and will:

• DirectlyconnectthewestboundSR-22HOV lane at Valley View Street to the HOV lane on northbound I-405 and the reverse movement

• ReconstructthesouthboundI-405toeastbound SR-22 connector

• ReconstructtheValleyViewStreetbridgecrossing over the SR-22

The I-405/I-605 HOV Connector SegmentThe I-405/I-605 HOV Connector Project is the western segment of the project and will:

• DirectlyconnectthenorthboundI-405 HOV lane to the HOV lane on the northbound I-605 and the reverse movement

• ReconstructtheSealBeachBoulevard bridge crossing over I-405



• ReconstructthenorthboundI-405 to the westbound SR-22 connector

West County Connectors Fast Facts

405

405

405

405

605

Seal Beach Blvd.

ROSSMOOR

Valley View St.

G. Grove Blvd.

Bolsa Chica Rd.

LOS ALAMITOS

SEAL BEACH

LONG BEACH

WESTMINSTER

GARDENGROVE

US Naval Weapons

Station

Willow

St.Katella Ave.

S. Gabriel River

Coyote Creek

N

SR-22/I-405 SEGMENT

I-405/I-605SEGMENT

ClosuresThe northbound I-405/westbound SR-22 connector, or 7th Street Bridge, closed April 2011 for approximately 12 months. Because of the existing bridge’s layout, limited dimensions and the need to construct the HOV lanes on the I-405 freeway underneath, the bridge must be replaced in its entirety and cannot be reconstructed one half at a time.

Two additional bridges that will be demolished and reconstructed are at Seal Beach Boulevard and Valley View Street. These bridges can be reconstructed one half at a time. Therefore, neither bridge will be completely closed to the traveling public except during demolition, falsework and other infrequent activities. Although multiple bridges and connectors will be reconstructed during the WCC project, activities will be staggered to avoid work on two consecutive structures at the same time. Specific closure and detour information will be available on the project website once construction begins.

Construction Start Dates:SR-22/I-405 Segment – Sept. 2010 I-405/I-605 Segment – Jan. 2011

Project Funding:$277 million (in 2006 dollars)• $87millionfromtheCongestion

Mitigation and Air Quality (CMAQ) program and $50 million from the American Recovery and Reinvestment Act (ARRA)

• $135millionfromtheCorridorMobilityImprovement Account (CMIA)/Proposition 1B

• $5millionlocalfunds

For more information, contact Christina Byrne at (714) 560-5717 or [email protected].

®

www.octa.net/westcounty

11F_

053_

1

Hosted project tour for the California Transportation Commission Supports OCTA Strategic Plan

mobility and public service goals.


27

Capital Projects


PUBLIC OUTREACH MEETINGS (Q4)

As construction continues to progress, the West County Connectors project team is gearing up for two major construction activities as part of the west segment.

The southbound I-605 / southbound I-405 connector will be closed in July for approximately two weeks. This connector, carrying 50,000 average daily vehicles, must be reconstructed in order to accommodate the new I-405 / I-605 carpool connector and additional lanes on the I-405 freeway.

Crews will begin work to reconstruct the Seal Beach Boulevard bridge over the I-405 freeway to demolish and reconstruct the structure one half at a time. Traffic lanes across the bridge will be reduced for 11 months. The final bridge will have four northbound lanes and three southbound lanes, essentially doubling the size of the original structure.

LOOKING AHEAD

By The Numbers

West County Connectors Outreach Activities

email blasts to364,600 web hits

28,200

news stories and media articles17 162

emails issues resolvedcalls and

CONSTRUCTION SCHEDULEOrganization

California Transportation Commission tour

7th Street press conference

Seal Beach Car Show

Rossmoor Community Festival

Long Beach Park Estates HOA

Stakeholder Working Group

Seal Beach city council

Rossmoor Community Services District

Los Alamitos city council

Bixby Office Lunch & Learn

The 7th Street Bridge connector closed for reconstruction for one year. The construction was necessary to accommodate new carpool lanes on the I-405 beneath the bridge. The finished bridge reopened in April 2012.


28

Capital Projects

The Interstate 405 (I-405) is one of the most congested freeways in Southern California, carrying more than 300,000 vehicle trips in some areas each day. Traffic volumes are expected to increase approximately 35 percent by 2040.

Caltrans and OCTA are proposing to widen the freeway to improve travel conditions for commuters. The proposed project, currently in the draft environmental planning phase, will enhance access on the I-405 under each of three proposed build alternatives:

• Alternative No. 1 includes adding one general purpose lane in each direction

• Alternative No. 2 proposes adding two general purpose lanes in each direction

• Alternative No. 3 includes adding one general purpose lane and one toll lane in each direction that will be managed together with the existing carpool lane.

These improvements will add mainline capacity to the I-405 freeway between the I-605 and State Route 73 (SR-73) freeways and improve 18 local interchanges and bridges.

Members of the public were encouraged to share their comments on the draft environmental document as well as any concerns they may have regarding the project during the public review period (May - July).

The final environmental document is expected to be complete in spring 2013.

OVERVIEW

I-405 Improvement Project

More than 800 stakeholders attended the four public hearings held during the public review period of May 18 to July 17, 2012.



29

Capital Projects

I-405 Improvement ProjectPUBLIC OUTREACH MEETINGS (Q4)

Community outreach will focus on completing the public review period for the draft environmental document on July 17, 2012. Additionally, the outreach team will update the OCTA Board on the status of the environmental phase outreach program and work with the project technical team to present options to the Board to address comments received during the public review period. Presentations to civic and community presentations and other interested stakeholders will continue.

LOOKING AHEAD

Organization

Bella Terra Shopping Center

C.J. Segerstrom & Sons

Carmax

City of Costa Mesa

City of Cypress

City of Fountain Valley

City of Long Beach

City of Los Alamitos

City of Seal Beach Community Meeting

City of Stanton

City of Westminster

Coastline Community College

Days Inn

Fry’s Electronics

Guitar Center

Huntington Beach Marketing and Visitors’ Bureau

John Wayne Airport

OC Moves

OC Taxpayer’s Association

Orange County Diverse Community and Business Leaders Transportation Forum

Rossmoor Homeowners Association

Seal Beach Naval Station

Sports Authority

Teamsters Local 952

The Irvine Company

Transit Advocates

Transportation Corridor Agencies (TCA)

Verizon Wireless

• Advertisements ran in the following papers prior to and during public review period to encourage the public to attend a public hearing and submit a comment on the draft I-405 Environmental Impact Report (EIR) / Environmental Impact Statement (EIS):

�Daily Pilot

�Excelsior

�Huntington Beach Independent

�Nguoi Viet News

�Long Beach Press Telegram and OC Register

�OC Register

�Westminster Herald

• Website page views increased from 1,400 to 8,300 monthly page views as stakeholders visited the website to learn more about the project

and how to submit a formal comment on the proposed alternatives.

• Public hearings with a total of more than 800 attendees were held in:

�Costa Mesa

�Fountain Valley

�Rossmoor

�Westminster

• Staff conducted three focus groups in June 2012 to gauge the public’s perception of the three build alternatives under consideration. The 31 participants included a mix of toll road and non toll road users.



30

Capital Projects

The O.C. Bridges program is building undercrossing and overcrossings to separate car traffic from rail traffic. Currently, the outreach program is focused on five projects OCTA is constructing along the Burlington Northern Santa Fe Railway rail corridor through the cities of Fullerton, Placentia, and Anaheim. When complete, these projects will relieve congestion and improve safety.

• Continued bi-weekly construction notifications to 385 stakeholders

• More than 10 one-on-one meetings to resolve individual issues from construction activities

• Fixed-camera feed for Placentia Avenue and Kraemer Boulevard projects brought on-line on project website pages

• Added Twitter feed to O.C. Bridges website landing page so up-to-the minute information can be added from the field.

• Outreach support to create awareness of 9-day Placentia Avenue closure included:

�Presentations to the Placentia city council

�Project information lobby cards for the cities of Placentia and Fullerton, Sam’s Club, and Home Depot

�Public service announcements on the city of Placentia closed circuit television channel

�Notifications distributed distributed by the cities of Placentia and Fullerton police and fire departments

OVERVIEW


O.C. Bridges

CaliforniaState

UniversityFullerton

FullertonCollege

BNSF RIGHT-OF-WAY

BNSF RIGHT-OF-WAY

CHAPMAN AVE.

CROWTHER AVE

ORANGETHORPE AVE

LAKEVIEW

AVE

IMPERIAL H

WY

ROSE D

R

PLACENTIA

AVE

ORANGETHORPE AVE

MIRALOMA AVE

LA PALMA AVE

STATE COLLEG

E BLVDSTATE CO

LLEGE BLVD

SUN

KIST ST

RAYMO

ND

AVE

LEMO

N ST

EAST ST

LA PALMA AVE

LINCOLN AVENOHL RANCH RD

TUSTIN AV

E

YORBA LINDA BLVD.

KRAEMER BLVD

GLASSELL ST

55

91

91

57

Raymond AveAWARD: July 2013COMPLETE: March 2016

Kraemer BlvdAWARD: Sept 2011COMPLETE: June 2014

State College BlvdAWARD: July 2013COMPLETE: March 2016

Orangethorpe AveAWARD: July 2012COMPLETE: March 2015

Placentia AveAWARD: July 2011COMPLETE: June 2014

Lakeview AveAWARD: June 2013COMPLETE: Sept 2015

Tustin Ave/Rose DrAWARD: July 2012COMPLETE: December 2014

Placentia

Fullerton

Anaheim

YorbaLinda

Lead Agency: Orange County Transportation AuthorityLead Agency: City of Fullerton

Trade Corridor Improvement Fund Bridge Projects

Nine-day closure of Placentia Avenue to construct detour road and install new signals

At the conclusion of the nine-day closure of Placentia Avenue, the new intersection with new signal gates was opened to traffic.



31

By The NumbersO.C. Bridges Outreach Activities

email blasts to7250 web hits

12,200

outreach meetings with6360 17,000

distributedalerts

people

Capital Projects

O.C. Bridges

Contract documents for the Orangethorpe Avenue and Tustin Avenue / Rose Drive overcrossing projects will be completed next quarter. Contract documents include final plans and preliminary schedules.

Open houses for residents in project areas are scheduled to help residents understand initial phases of construction activities.

Pre-construction utility work notifications to community members will also be distributed.

LOOKING AHEAD

CONSTRUCTION SCHEDULE

Kraemer Boulevard crews work on the installation of sewer system (structure in foreground). Sound blankets can be seen on the edge of the project along property boundaries.

Crews at the Kraemer Boulevard crossing prepare area for grading so that BNSF can install railroad shoofly tracks.


32

Capital Projects

The State Route 57 (SR-57) Northbound Widening Project will boost capacity and relieve congestion for commuters and commercial motorists by adding a new, eight-mile northbound lane from approximately Katella Avenue to Lambert Road. Key benefits will include newly improved ramps, widened overcrossings, standardized and restriped lanes.

During Q4, the outreach team conducted extensive business outreach in the city of Anaheim and hand delivered alerts regarding an 84 day street closure in the cities of Fullerton and Placentia. In an effort to raise project awareness and engage stakeholders, the team participated at community events and developed a summer calendar to identify other outreach opportunities. This quarter’s activities also included further development of web-based content and communications via social media.

• Neighborhood canvassing resulted in the distribution of nearly 8,000 hand delivered project alerts

• Staff went door-to-door to local businesses in the project area to share information about forthcoming freeway work along the southern segment of the SR-57 – more than 60 new businesses signed up for project updates

• Community outreach efforts included giving a presentation to the Fullerton Sunrise Rotary Club and staffing a Fullerton market event with nearly 1,000 attendees

• Staff posted, emailed, and publicized 14 construction alerts, while the project’s website received 7,094 webhits

OVERVIEW


SR-57

Bris

tol

St.

Mai

n St

.

Gla

ssel

l St.

Krae

mer

Blv

d.

Stat

e C

olle

ge B

lvd.

Garden Grove Blvd.

La Veta Ave.

Chapman Ave.

Orangewood Ave.

Katella Ave.

Ball Rd.

Taft Ave.

Imperial Hwy.

Lambert Rd.

Orangethorpe Ave.

Nutwood Ave.

La Jolla St.

Chapman Ave.

Lincoln Ave.

Plac

entia

Ave

.

The

City

D

r.

5

57

57

22

91

Orange

Anaheim

PlacentiaFullerton

N

S

W E

Brea

Yorba Linda Blvd.

SR-57 Northbound Widening Project

Segment 1Orangethorpe Avenue to Lambert RoadAdds a northbound lane from north of the SR-91 near Orangethorpe Avenue in Placentia to Lambert Road in Brea.

Maintains and adds merging lanes at various locations and implements reconfiguration of certain on-ramps and off-ramps. Standardizes existing general purpose lane and shoulder widths.

Segment 2

Katella Avenue to Lincoln AvenueAdds a northbound lane from the Katella Avenue off-ramp to the Lincoln Avenue on-ramp in Anaheim.

Maintains and adds merging lanes at various locations, widens the high occupancy vehicle (HOV) lane and inside shoulder to meet Caltrans design standards. Standardizes existing general purpose lane and shoulder widths.

Bris

tol

St.

Mai

n St

.

Gla

ssel

l St.

Krae

mer

Blv

d.

Stat

e C

olle

ge B

lvd.

Garden Grove Blvd.

La Veta Ave.

Chapman Ave.

Orangewood Ave.

Katella Ave.

Ball Rd.

Taft Ave.

Imperial Hwy.

Lambert Rd.

Orangethorpe Ave.

Nutwood Ave.

La Jolla St.

Chapman Ave.

Lincoln Ave.

Plac

entia

Ave

.

The

City

D

r.

5

57

57

22

91

Orange

Anaheim

PlacentiaFullerton

N

S

W E

Brea

Yorba Linda Blvd.

HONDA Center

BREAMALL

CSUF

More than 3 million pounds of rebar will be used on the Northbound SR-57 Widening Project.



33

Capital Projects

SR-57: A Classic New Edition

The SR-57 community outreach team will continue to focus on providing construction alerts to help commuter and commercial motorists plan their drives. Additionally, the outreach team will communicate with local residential communities and the construction team to provide updates on localized construction impacts such as daytime pile driving scheduled to take place July 30 and continue for two weeks. The outreach team will continue to communicate with municipal and business stakeholders to identify and resolve potential concerns.

LOOKING AHEAD

By The NumbersSR-57 Outreach Activities

email blasts to131,200 web hits

7,100

outreach meetings with21,500 8,000

hand-deliveredalerts

people


One-on-one conversations with the community can identify concerns and provide specific updates on the SR-57 project.


34

Capital Projects

Caltrans and OCTA are increasing capacity and relieving congestion on the State Route 91 (SR-91) by constructing a new, six-mile westbound and eastbound general-purpose lane between State Route 55 (SR-55) and State Route 241 (SR-241). In addition to the new lanes, commuters will benefit from a new, second eastbound exit lane at the Lakeview Avenue, Imperial Highway, and Yorba Linda Boulevard / Weir Canyon Road off-ramps. Several other operational improvements are being delivered as part of the $75 million freeway improvement project.

During Q4, construction crews moved forward on various major construction initiatives, including the re-opening of three fully reconstructed ramps, widening of bridges, and substantial completion of a 1 ½ mile sound wall. In support of this work, the outreach team raised project awareness among target residential, business, and stakeholder audiences. Communication and outreach efforts included formal presentations to civic groups and businesses, extensive one-on-one outreach to local businesses, as well as digital communications and canvassing of neighborhoods to advise motorists, merchants, and community stakeholders alike of construction activities, lane reductions, and ramp closures.

• Conducted one-on-one outreach meetings with more than 200 businesses, schools, churches, and organizations in both Anaheim Hills and Yorba Linda to communicate re-openings of ramps

• Developed, posted, distributed, and publicized sixteen project alerts, including three special notices, via web, email, and social media platforms.

• Delivered multimedia presentations to five civic groups and businesses, with an average audience size of 40 attendees

• Issued more than 30 alerts and updates via Twitter and received more than 10,000 webhits on the project website

OVERVIEW


SR-91


35

Capital Projects

SR-91: A Better 91


In Q1 of FY 2012-13, the outreach team will brief neighborhood councils and hold neighborhood-based meetings to re-cap achievements to date and preview next steps. The outreach team will also be developing and mailing a “Behind the K-Rail Report” so that resident and institutional taxpayers can view the project’s progress up close. Outreach staff will also continue to issue regular commuter alerts as the project drives closer to the finish line.

LOOKING AHEAD

By The NumbersSR-91 Outreach Activities

email blasts to15750 web hits

10,200

outreach meetings with 9 38,000alerts distributed

flyers andpeople400


Organization

Yorba Linda City Council

Orange Regional Lions Club

Anaheim Rotary Club

First Team Real Estate Company

Yorba Linda Rotary Club

As part of the project, crews are relocating utilities, including drainage, power and powerlines.



36

Capital Projects

The Orange County Railroad Crossing & Quiet Zone project, implementing safety and signaling improvements at 52 railroad crossings in Orange County, was substantially complete in January 2012.

Countywide improvements feature safety enhancements for pedestrians and motorists, and include supplemental safety measures to meet the Federal Railroad Administration’s requirements for a quiet zone.

• Successfully completed substantial construction activities at 52 railroad crossings in eight Orange County cities

• Supported the implementation of the largest rail “quiet zone” in the U.S., including 37 railroad crossings in six cities

• Ongoing rail safety education program to schools and community groups

• Over the course of the project:

�1,350 project fact sheets distributed to Orange County residents

�116 messages received on project information line – all calls and follow-ups logged

�136 emails sent to project information email address – all emails and follow-ups logged

�100 construction schedules updated on the web

�240 construction update tweets

�355 eblast construction alerts to 5,882 Orange County residents, personalized by city and construction

• The Orange County Railroad Crossing and Quiet Zone project has been honored to receive:

�Project of Merit, American Society of Civil Engineers

�Engineering Project Achievement Award, Orange County Engineering Council

�2011 Transit Project of the Year, California Transportation Association

OVERVIEW


Construction complete in January 2012

Orange County Railroad Crossing and Quiet Zone Program

YORBA LINDA

VILLAPARK

TUSTIN

IRVINE

TUSTIN

COSTAMESA

WESTMINSTER

GARDEN GROVE

ORANGE

SANTAANA

ANAHEIM

SANDIEGO

TUSTIN

IRVINE

LAKEFOREST

LAGUNA WOODS

LAGUNA HILLS

NEWPORTBEACH

SANTAANA

COSTAMESA

FOUNTAINVALLEY

HUNTINGTONBEACH

WESTMINSTER

SEALBEACH

ALISOVIEJO

RANCHOSANTAMARGARITA

MISSIONVIEJO

LAGUNANIGUEL

LAGUNABEACH

SAN JUANCAPISTRANO

SAN CLEMENTE

42

4140

39

38

3736

35

34

33

32

31

2946

45

47

48

49

52

50

30

2827

2625

10

44

9 8

6

5

4

32

1

1124

2322

21

20

19

1817

1615

14

13

12

See Inset

7

405

5

22

57

55

91

91

133

MAP NOT TO SCALE

51

43

Legend

Anaheim

1. Je�erson Street

2. Miraloma Avenue

3. Tustin Avenue 4. La Palma Avenue (Olive Sub)

12. Orangethorpe Avenue

13. La Palma Avenue (West of East Street) (Orange Sub)

14. Sycamore Street

15. East Broadway

16. Santa Ana Street

17. East South Street

18. Vermont Avenue

19. Ball Road

20. Cerritos Avenue

21. State College Boulevard

Dana Point

49. Palisades Drive/Beach Road

Irvine

42. Harvard Avenue

Orange

5. Riverdale Avenue

6. Lincoln Avenue

7. Meats Avenue

8. Glassell Street

9. Taft Avenue

10. Katella Avenue

11. Collins Avenue

22. Eckho� Street

23. Main Street

24. Batavia Street

25. Walnut Avenue

26. Palm Avenue

27. Chapman Avenue

28. Almond Avenue

29. Palmyra Avenue

30. La Veta Avenue

San Clemente

50. Senda De La Playa/ Avenida Estacion

51. North Beach Pedestrian Crossing

52. San Clemente Pier Service Road

San Juan Capistrano

43. Camino Capistrano (private crossing)

44. Oso Road

45. La Zanja Street

46. Verdugo Street

47. Del Obispo Street

48. Avenida Aeropuerto

Santa Ana

31. Fairhaven Avenue

32. Santa Clara Avenue

33. 17th Street

34. Santa Ana Boulevard

35. 4th Street

36. Chestnut Avenue

37. Grand Avenue

38. Lyon Street

39. McFadden Avenue

40. Ritchey Street

Tustin

41. Red Hill Avenue

A Quiet Zone has been established at this railroad crossing, due to the upgrades made through the Railroad Crossing Safety Enhancement Program.

A Quiet Zone will be established at this railroad crossing within the year, due to the upgrades made through the Railroad Crossing Safety Enhancement Program.

Quiet Zone

Supports OCTA Strategic Plan mobility, stewardship and public service goals.


37

Orange County Railroad Crossing Program completion event celebrating the completion of the program received wide press coverage, including the Los Angeles Times and Orange County Register. Officials from the cities of Anaheim, Irvine, San Clemente, Santa Ana, Orange and Tustin participated in the unveiling of Quiet Zone signage for their cities.

By The Numbers

Orange County Railroad CrossingOutreach Activities

eblasts to31,400 web hits

4,200

ProjectComplete

17,000distributed

alerts

Capital Projects

Orange County Railroad Crossing and Quiet Zone Program

PUBLIC OUTREACH MEETINGS

Orange County Railroad Crossing & Quiet Zone Outreach Evaluation

• Two e-blasts were distributed to 1,458 Orange County stakeholders requesting them to complete the online survey.

• A postcard mailer was distributed to approximately 17,000 Orange County residents located near the project railroad crossings.

• A survey was designed to gain insight on stakeholders’ opinions regarding the level and quality of public outreach for the project and suggestions for improving future communications. A total of 113 surveys were completed online.

Orange County Railroad Crossing & Quiet Zone Implementation Observations

• A total of 207 rail safety observations were conducted at upgraded railroad crossings in the cities of Anaheim, Irvine, San Juan Capistrano and Santa Ana. Staff observed motorists, bicyclists, and pedestrians to determine if they traveled through the railroad crossings safely and obeyed all signs and signals.

EVALUATION

Organization

Kiwanis

Lions

Rotary Group

Chamber of Commerce


38

Capital Projects

Currently in the environmental stage, the Interstate 5 (I-5) Central County Improvement Project will increase mobility on the I-5 freeway between the SR-55 and SR-57 by adding a second carpool lane in each direction, as well as making improvements to the southbound I-5 First Street on-ramp.

Three alternatives are currently under consideration to reduce congestion in the project area. OCTA is presenting these alternatives to the community to gain valuable feedback on the final configuration of the project. OCTA will host a public hearing in mid-2013 and afterwards will release the final environmental impact report with a suggested alternative.

• During April, May, and June 2012, the outreach team met with several key stakeholders as part of the project’s ascertainment process. These meetings not only provided valuable feedback for the alternatives under consideration, but also developed an open dialogue with key stakeholders within the project limits

• Staff presented at one neighborhood community meeting in the City of Santa Ana to effectively gauge the community’s perception of the project, as well as receive valuable feedback from residents who utilize the I-5 daily

• The outreach team prepared an ascertainment report with the findings of the community meetings and one-on-one briefings

OVERVIEW


I-5 Central County Improvement Project

PROPOSED SCHEDULE


39

Capital Projects

I-5 Central County Improvement Project


The I-5 Central County outreach team will continue to pursue regular dialogue with the key stakeholders established in the ascertainment process.

In addition to maintaining a community presence, the team will continue to update the project’s Facebook page, as well as define a communications plan outlining community outreach efforts leading up to the project’s public hearing in mid-2013.

LOOKING AHEAD

Organization

City of Tustin Ascertainment

City of Santa Ana Environmental & Transportation Committee

Santa Ana Chamber of Commerce

Western Medical Center

Santa Ana Unified School District

Main Place Mall / Westfield Shopping Center

Downtown Inc.

Disneyland Resort

Friends of Santa Ana Zoo

County of Orange

OCTA staff meets with the Logan Street Neighborhood Association in the City of Santa Ana to discuss the I-5 Central County Project on May 23, 2012.



40

Capital Projects

This 5.7-mile project extends from Avenida Pico in San Clemente to San Juan Creek Road in San Juan Capistrano. The three-year, $275 million project will add a carpool lane in both directions on the Interstate 5 (I-5) between Avenida Pico and San Juan Creek Road. The project will also widen the northbound Avenida Pico on-ramp to three lanes and add additional on-ramp lanes to Avenida Pico.

A neighboring Caltrans soundwall project has raised issues with residents, indirectly affecting this project. This project would add one new soundwall, in the Avenida Vista Hermosa area, and relocate four existing soundwalls in the project area. Staff is preparing a comprehensive outreach program to mitigate soundwall concerns.

• The last three months of outreach for the I-5 South County Improvement Project (Avenida Pico to San Juan Creek Road segment) focused on establishing a foundation for future efforts to garner community and stakeholder support.

• During April, May, and June 2012, the outreach team met with several key stakeholders as part of the project’s ascertainment process. These meetings not only provided valuable feedback for the alternatives under consideration, but also developed an open dialogue with key stakeholders within the project limits.

• In addition to the ascertainment meetings, the outreach team also participated in three community meetings. These meetings allowed the team to effectively gauge the community’s perception of the project as well as receive valuable feedback from residents who utilize I-5 daily.

• The outreach team produced a draft ascertainment report with the findings of the community meetings and one-on-one briefings

OVERVIEW


I-5 South: Avenida Pico to San Juan Creek Road

I-5 SOUTH: PICO TO SAN JUAN CREEK



41

Capital Projects

I-5 South: Avenida Pico to San Juan Creek Road

PUBLIC OUTREACH MEETINGS (Q4)LOOKING AHEAD

Organization

City of San Juan Capistrano councilmembers and city staff

Supervisor Pat Bates’ staff

City of Dana Point city staff

City of San Clemente councilmembers and city staff

Assemblywoman Diane Harkey’s district staff

Senator Mimi Walter’s staff

Senator Mark Wyland’s staff

Congressman Darrell Issa’s staff

South Orange County Economic Coalition

San Clemente Chamber

San Juan Capistrano Chamber

Dana Point Chamber

Mission San Juan Capistrano

Existing Avenida Pico Interchange Proposed Avenida Pico interchange adds additional lanes on Avevida Pico, improved on- and off-ramps to improve traffic flow in the area.

This project is slated to begin construction in fall 2013. OCTA staff will make formal presentations to city councils, as well as set up several community open houses leading up to a groundbreaking event.

Regular outreach updates to the OCTA Board are planned, with the next update in September 2012.

As part of a comprehensive outreach program to mitigate soundwall concerns, staff will be conducting door-to-door visits and six neighborhood meetings starting in August 2012.


42

Capital Projects

Currently, 342,000 motorists travel the I-5 between the El Toro Road and the SR-73 daily. The four-year, $560 million project will add one general purpose lane in each direction from the SR-73 to El Toro Road. Additionally, the project will add a second carpool lane from El Toro Road to Alicia Parkway in both directions and make interchange improvements at Avery Parkway and La Paz Road.

The project is early in the environmental phase and staff are working to conduct ascertainments with key stakeholders to gather feedback and generate public awareness.

• Staff developed an outreach program, including collateral materials, that will keep the public informed about the project public hearing, scheduled for mid-2013

• Conducted 13 one-on-one project briefings with area elected officials and key stakeholders

• I-5 South project online information has received 2,000 webhits per month

OVERVIEW


I-5 South: SR-73 to El Toro Road

I-5 SOUTH: SR-73 TO EL TORO ROAD


LOOKING AHEAD

Organization

Supervisor Pat Bates’ staff

Assemblywoman Diane Harkey’s staff

Assemblyman Don Wagner’s staff

Senator Mimi Walter’s staff

Congressman John Campbell’s staff

Congressman Dana Rohrabacher’s staff

City of Mission Viejo city staff and city councilmembers

City of Laguna Niguel city staff

City of Aliso Viejo city staff

City of Lake Forest city staff

City of Laguna Hills city staff

South Orange County Economic Coalition staff

This project is not slated to begin construction until 2018; however, staff will continue to conduct ascertainments with key stakeholders in Q1 and Q2 of FY 2012-13. Staff will make formal presentations to city councils, as well as set up several community open houses prior to the public hearing slated for June 2013.


43

General Communications

Proactive media relations allows OCTA to share information with the public using broadcast, online, and print media. Media relations allows OCTA to quickly and accurately respond to inquiries or public concerns before issues escalate.

Earned media is considered highly credible and results in increased public awareness. This enhances OCTA transparency and highlights our cost-effective ways to reach and inform the public.

This quarter, OCTA’s media relations team focused on the public comment period of the I-405 Draft Environmental Document and the reopening of the 7th Street Bridge as part of the West County Connectors.

• 556 total stories

�17 articles and 24 photos on the reopening of 7th Street Bridge as part of the West County Connectors project

• 107 stories generated from press releases

OVERVIEW


Media Relations

After a one-year closure, the reopening of the 7th Street bridge as part of the West County Connectors project was a major news story in Q4.

0

5

10

15

20

25

405 Public Hearings / Comments

7th Street Reopening

40th Bus Anniversary

55 Hour Closure on

605/405

Street and Road Funding

Enviromental Restoration

Grants

CAC Recruitment

Protos Awards

I-405 Public Comment Period

MEDIA COVERAGE FROM PRESS RELEASES (BY TOPIC)


44


Media Relations

Key stories in the following quarter will include:

• Board action and public comments on selection of I-405 Improvement Project alternatives

• Southbound closure of the I-405 / I-605 ramp closure as part of the West County Connectors project

• The return of the OC Fair Express

LOOKING AHEAD

I-405 Draft Environmental Document

• Responded to 15 media inquiries

• Op-ed from Chair Glaab ran in four publications

• Ensured information regarding project was factually correct

0

10

20

30

40

50

60

70

80


MEDIA COVERAGE OF PRESS RELEASES

Media Relations - News Stories from Releases Media Relations - News Releases

KEY MEDIA ACTIVITIES IN Q4

7th Street Reopening • 17 stories and 26 photos

• Coverage in print, TV and radio



45


The Digital Communications section develops and maintains digital outlets, such as the web, email, social media, and mobile. Digital Communications provides the public, customers, and various stakeholders with ongoing access to information about OCTA plans, programs, and services. A growing percentage of website hits to OCTA.net, OCTA’s most popular digital outlet, are coming from mobile devices.

Web

There were more than 5 million page views to the website in Q4. An overall decrease in web hits to the site can be partly attributed to a change in the trip planner late in December 2011. A 9 percent increase in usage in June was a result of bus customers seeking information related to the bus service change.

The OCTA.net website, OCTA’s primary digital outlet, will soon be revamped with a new design and improved functionality. The changes, which aim to enhance the user experience and increase usage, will be rolled out early in the next fiscal year.

• 5 percent increase in bus section page views compared to same quarter the previous year

• 32 percent more eBusbooks created compared to the same quarter the previous year

OVERVIEW

Digital Communications

OCTA.NET PAGE VIEWS

0

500 K

1.0 M

1.5 M

2.0 M

2.5 M

Q1 Q2 Q3 Q4

FY 2011-12 FY 2010-11


0

5 K

10 K

15 K

20 K

25 K

30 K

Q1 Q2 Q3 Q4

FY 2011-12 FY 2010-11

JUST CLICK UNIQUE USERS

* In December 2011, the trip planner was upgraded to display transit information more efficiently. The process became more streamlined for the user, but resulted in a decline in overall page views for OCTA.net.

61 percent of all website hits are to the bus section, including schedule information and the trip planner


46

Mobile Information

OCTA customers are embracing mobile technology as a means of getting information like bus schedules. This is demonstrated through the increase in mobile visits to OCTA.net, the number of Text4Next users, and visits to OCTA’s mobile site.

• 134,600 visits to OCTA.net via a mobile device, with a 120 percent increase over Q4 previous year

MOBILE VISITS TO OCTA.NET

0

10 K

20 K

30 K

40 K

50 K

60 K

Q1 Q2 Q3 Q4

FY 2011-12 FY 2010-11


YouTube

OCTA videos were viewed 11,000 times on YouTube last quarter, proving to be a cost-effective addition to campaigns. Two Angels Express videos were viewed more than 1,700 times during Q4, partly due to embedding the videos on OCTA.net and featuring them in email blasts.

Integrated promotion efforts, including video distribution through multiple channels has been shown to increase both audience size and awareness of campaigns. One of the key enhancements of the forthcoming OCTA.net website redesign is the prominent use of embedded videos to encourage this kind of viewership.

• 41 percent increase in video views

• 11,000 YouTube video views

0

1 K

2 K

3 K

4 K

5 K

6 K

Q1 Q2 Q3 Q4

FY 2011-12 FY 2010-11

YOUTUBE VIDEO VIEWS

Street team videos recorded at OCTA events or projects are being used more frequently



47


The continued increase in mobile access to OCTA.net and use of Text4Next has paved the way for the development of mobile web applications for bus and Metrolink information. In the coming fiscal year, OCTA will implement a way for customers to sign up for email blasts via text message.

OCTA’s most popular digital tool, the website, will be totally redesigned early in the next fiscal year. The site will emphasize the most popular tools such as the trip planner and eBusbook, incorporate timely elements like news stories and Twitter, and improve navigation for an improved user experience.

Facebook

OCTA’s Facebook fanbase grew by nearly 1,000 fans last quarter. Facebook activities included live updates from OCTA events, downloadable photos of event attendees, prize raffles that rewarded participants for being Facebook fans, answering trivia questions, and more.

• Sponsored stories led to an increase in Facebook page activity and 430 new fans in Q4

�These paid ad posts, also known as promoted posts, directly link news and content to the friends of existing fans

• 463 posts about OCTA news and promotions in Q4, generating 303,238 unpaid Facebook impressions (the number of times content appeared on the wall and in the news feed of fans)

OCTA’s Facebook community is 72 percent larger than Q4 the previous year. OCTA’s cost-effective Facebook presence is helping to increase awareness of programs and services and connecting OCTA with the public in real time.

0

1 K

2 K

3 K

4 K

5 K

6 K

7 K

Q1 Q2 Q3 Q4

FY 2011-12 FY 2010-11

TOTAL FACEBOOK FANS

CONCLUSIONS

Email

More than 337,000 emails were delivered in Q4, a 10 percent increase compared to the same period in the previous year. There was a notable increase in June, due to an increased number of email blasts sent, including Dump the Pump Week, OCTA’s 40th Anniversary, and the Youth Summer Bus Pass.

• 10 percent increase in number of emails delivered

• 219 email unique blasts, with 337,000 emails distributed

• 28 percent average open rate (1 percent decrease compared to Q4 FY 2010-11) 0

20 K

40 K

60 K

80 K

100 K

120 K

140 K

Q1 Q2 Q3 Q4

FY 2011-12 FY 2010-11

EMAILS DELIVERED


48


OCTA’s Small Business Outreach program is recommended by Federal Highway Administration and Federal Transit Administration. As a recipient of funds from local, state and federal agencies, OCTA is assisting minority and small business communities.

Involvement with varying communities will provide increased awareness of and support for OCTA. Visibility will also assist OCTA in implementing future activities and projects by informing the business and civic community about OCTA projects, services and programs.

OVERVIEW


Small Business Outreach

• 46 business events attended, reaching more than 11,200 attendees

• 64 company representatives trained

• $21 million awarded to 635 small businesses

• 2011 Annual Small Business Conference

�350+ participants

�Event paid for entirely through sponsorship

�98% expected return rate

• 5 community leader meetings conducted

The 2011 Business Expo brought together OCTA, community and business groups with more than 350 attendees.

New Vendor Orientation seminar for businesses interested in working with OCTA.



49


Small Business Outreach

• Refine community outreach program targeted to small and minority owned businesses. The outreach plan is currently in development, with presentation to OCTA Board in November 2012.

• Conduct annual small business conference on August 29, 2012. Note that the event is already sold out with more than 380 RSVPs. Event costs covered by sponsorships.

• Continue to participate in an average of 40 annual small minority owned business events

• Manage quarterly new vendor orientation session

LOOKING AHEAD

Asian18%

Hispanic or Latino

34%

30.5% were born outside

of the country

speak a language other than English at home

Hispanics make up the largest minority market in the United States. The Total income, after taxes, is projected to climb to nearly $1.2 trillion by 2015.

28% 19% 12%are owned by woman are owned by Asians are owned by Hispanics

SMALL BUSINESSES

44%

58% of Orange County residents belong to a minority group

DIVERSE COUNTYORANGE COUNTY

TIẾNG VIỆT español

Source: 2010 U.S. Census Bureau

Business Expo breakout sessions provided panel discussions by experts, common issues, and audience Q&A sessions.

Infographic highlighting U.S. Census Bureau statistics about Orange County.


50

Strategic Communications

OCTA’s five standing committees provide the opportunity to engage diverse constituencies in transportation planning and give the public a voice in identifying ideas and issues. During Q4, the committees and their subcommittees had a total of 10 meetings.

Measure M Taxpayers Oversight Committee (TOC)On April 10, the TOC reviewed the Measure M1 and Measure M2 Q2 Revenue and Expenditure Reports and an update on the Water Quality and the OC Bridges programs. The committee members also weighed in on M2020.

On June 12, the TOC discussed the Comprehensive Transportation Funding Program (CTFP) Award, the Environmental Mitigation Program – Round 2 Restoration Funding and Project K. They also reviewed the Measure M1 and Measure M2 Q3 Revenue and Expenditure Reports.

OCTA Citizens Advisory Committee (CAC)During this quarter, the CAC discussed the M2020 Plan and the results of the Metrolink Customer Satisfaction Study. In addition, the Chair of the Bicycle/Pedestrian Subcommittee updated the committee on the pedestrian and bikeways efforts that are currently being developed.

Special Needs Advisory Committee (SNAC)At their quarterly meeting in February, the SNAC presented three ACCESS drivers with “Exceptional Service Awards” for providing excellent customer service. The committee also provided input on the Transit System Study and the results of the Bus and ACCESS Customer Satisfaction Survey.

M2 Environmental Cleanup Allocation Committee (ECAC)Upon ECAC endorsement, the first Tier 2 Call for Projects was issued in May. The Tier 2 program is designed to fund regional, potentially multi-jurisdictional, capital-intensive projects. Examples include constructed wetlands, detention/infiltration basins, and bioswales, which mitigate pollutants such as litter and debris, heavy metals, organic chemicals, and sediment.

A total of $13.3 million is available to the County of Orange and all County cities. Three informational workshops were conducted in June and for one-on-one meetings were conducted

with individual cities regarding the application process.

In June, the ECAC endorsed the ranking of 50 Tier 1 applications to be considered for approval by OCTA’s Executive Committee and Board in August. The ECAC recommended a total of approximately $2.8 million to be granted to 33 projects from 24 cities and the County. The Tier 1 Program funds equipment purchases and upgrades to devices that keep litter and debris from storm drains.

OVERVIEW


Public Committees

PUBLIC COMMITTEES IN Q4

Public Committees Meeting Dates

Measure M Taxpayers Oversight Committee (TOC)

•April 10

•June 12

Annual Eligibility Review (AER) Subcommittee

•Apr. 10

Citizens Advisory Committee (CAC) •April 17

Bike/Pedestrian (B/P) Subcommittee •April 19

Special Needs Advisory Committee (SNAC)

•May 22

Measure M Environmental Oversight Committee (EOC)

•June 18

Measure M Environmental Clean-Up Allocation Committee (ECAC)

•April 12

•May 10

•June 28


51


Public Committees

Staff provides an update on OCTA’s planned Bus Marketing outreach and campaigns to the Special Needs in Transit Advisory Committee. Public committee feedback on OCTA’s programs and services has proven invaluable.

M2 Environmental Oversight Committee (EOC) In June, the EOC reviewed the approach and status of the Freeway Environmental Mitigation Program’s conservation plan, also known as the Natural Community Conservation Plan/Habitat Conservation Plan (NCCP/HCP). The conservation plan examines habitat resources within broad geographic areas and identifies conservation and mitigation measures to protect habitats and species. The public has been, and will continue to be, notified that the draft NCCP/HCP will be ready for public review by early 2013.

The NCCP/HCP will outline the mitigation commitment that will offset environmental impacts for the 13 M2 freeway projects. It will establish an implementing agreement that will include how the mitigation commitment will be met, long-term land management plan / responsibility,and monitoring and reporting requirements. The implementing agreement is essentially the permit that will enable OCTA to proceed with the construction of the M2 freeway improvement projects.

Staff presented program updates to the Orange County Business Council, Measure M2 Environmental Coalition, and the Professional Environmental Marketing Association in April and May.

Supports OCTA Strategic Plan public service and stewardship goals.


52


The Strategic Communications section creates public awareness and positive perception of the agency through the Speakers Bureau program and partners with other transportation agencies and key stakeholders through special events and projects that align with OCTA’s efforts.

The Speakers Bureau program provides free presentations to local groups in the county including civic, business and professional organizations. The goal of the program is to educate Orange County residents on transportation initiatives and project planning.

Speakers Bureau • 28 presentations given to organizations throughout California and Washington D.C.

• OCTA executives and staff spoke to:

�Southern California Association of Governments

�Commonwealth Club

�Los Angeles Economic Development Corporation

�Bi-partisan Policy Center

�Local ethnic and minority organizations

• Topics ranged from OCTA’s performance based Strategic Plan to active transportation planning efforts to how OCTA is managing in a tough economy.

Special Event Highlights • In April, OCTA partnered with the California Transportation Commission (CTC), Orange County Business Council, WTS - Orange County Chapter, and Mobility 21 to host the CTC as part of the monthly CTC meetings that take place throughout the state. About 200 high-level transportation officials and consultants were in attendance.

• In May, OCTA hosted an M2020 workshop with the Measure M2 Environmental Coalition, which consists of an alliance of more than 40 environmental groups that supported the Renewed Measure M. M2020 outlines what OCTA plans to achieve with Measure M2 funds through 2020

including transportation projects and environmental mitigation programs. OCTA officials met with key environmental community stakeholders to discuss how the agency is accelerating the Measure M2 program.

• In June, OCTA collaborated with the French Transit and Mobility Trade Mission, which represents French transportation-related companies with U.S. subsidiaries. OCTA hosted 16 French transportation business leaders an all day tour, sharing the agency’s practices and day-to-day operations. OCTA also partnered with the Orange County Business Council which hosted a networking reception for the delegation.

OVERVIEW


Special Projects and Speakers Bureau

Members of a French Business Delegation visit the Garden Grove bus base communications center to learn about how OCTA coordinates its bus service.


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external affairs q4 fy 2011-12 performance measures

Documents