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Home My WebLink AboutAGENDA REPORT 2023 0118 CCSA REG ITEM 09DCITY OF MOORPARK, CALIFORNIA City Council Meeting of January 18, 2023 ACTION RECEIVED PRESENTATION. BY A. Hurtado. D. Consider Presentation by RideCo. Inc. - Moorpark City Transit (MCT) On Demand Progress Review. Staff Recommendation: Receive presentation. (Staff: Daniel Kim, City Engineer/Public Works Director) Item: 9.D. MOORPARK CITY COUNCIL AGENDA REPORT TO: Honorable City Council FROM: Dan Kim, Director of Public Works/City Engineer BY: Michelle Woomer, Interim Management Analyst DATE: 01/18/2023 Regular Meeting SUBJECT: Consider Presentation by RideCo. Inc. – Moorpark City Transit (MCT) On Demand Program Review SUMMARY AND BACKGROUND On April 12, 2022, the City launched Ventura County’s first micro-transit on demand rideshare program called MCT On Demand. This program is a three-year rideshare project, which serves the general population by providing shared rides within the City. The service is largely funded with transit grants such as the Transportation Development Act (TDA) and Federal Transit Administration (FTA) funds. The City contracts with First Transit to operate the service and RideCo Inc. to provide technology support for the program. The service runs Monday through Friday from 6:00 a.m. to 6:00 p.m. to align with the City bus services. The City currently has two MCT On Demand vehicles providing service and one back-up vehicle. Passengers can book their trips through the phone, on-line or by downloading the MCT On Demand App. A Quarterly Business Review is provided by RideCo Inc. to help update City staff on how the program is doing such as ridership and on time performance, and to provide recommendations on how the program can be improved. The presentation will cover a review of the program service from April 2022 through December 2022. With over 100 stops within walking distance and launched marketing campaigns, ridership has grown tremendously from when the service first began. After a full year of service City staff will re-evaluate the program and determine what areas may require adjustment to keep it successful and provide an equitable transit service for the Moorpark community. Item: 9.D. 337 Honorable City Council 01/18/2023 Regular Meeting Page 2 FISCAL IMPACT There is no fiscal impact associated with receipt of this report. COUNCIL GOAL COMPLIANCE This action supports City Council Strategy 2.16: “Determine success of Pilot Mobility Rideshare Program to provide reliable equitable transit service throughout the City.” STAFF RECOMMENDATION Receive presentation. Attachment: RideCo. Inc. Quarterly Business Review PowerPoint Presentation 338 Annual Review April –December 2022 Review 1 Date: January 18, 2023 ATTACHMENT 339 Will Proctor Deputy Project Manager RideCo Adeline Chien Senior Marketing Manager RideCo Ryker Shakibai Senior Project Manager RideCo Project Team Dan Finley VP, Customer Success & Operations RideCo Regional Director RideCo Dave Bach Brian Chong Public Information Officer Moorpark Michelle Woomer Interim Management Analyst Moorpark Zack Deukmajian Operations Manager First Transit 340 Agenda 3 1 Program Review 2 Next Steps •About the Service •Timeline •Service Outcomes •Insights 341 Key Challenges RideCo designed a fully on-demand transit system that allows passengers to book in real-time. Program Goals Rising costs, changing demographics and increasing demand for improved service in the region led MCT to request proposals to replace insufficient or unproductive fixed routes. 4 SolutionChallenges Limited and inconvenient public transit options with trip wait times up to 60 minutes Existing fixed route network could not serve all public transit passengers in a timely manner Lack of automated scheduling and dispatching Low ridership across the service zone during COVID-19 Pandemic On-Demand or Scheduled Bookings Low wait times for on-demand trips and high on-time performance. Customer satisfaction rating of 4.5+ App, Web and Call Center Booking 342 Promotional Video About the Service 343 Current Service Highlights Existing Service Zone 7 •Service zone encompassing the City of Moorpark •2 vehicles operating in service with a 3rd vehicle as spare •Monday to Friday, 6 a.m. to 6 p.m. •Fares: $1 for general public; $0.50 for seniors and disabled; and free for transit transfers, college students and children aged 5 and younger Vehicles Types Used Minivans (Incl. ADA configuration) MCT On Demand Over 100 stops across the city of Moorpark 344 8 MCT On Demand Project Timeline Program Update February 16, 2022 April 12, 2022 Project Kickoff Start the program set up March -April 2022 Training, Soft Launch, and Validate Service Deliver training, complete service tuning and validation Marketing Efforts Start with Paid Media Ridership increased by over 85% during first month of paid mediaJune 2022 Launch December 13, 2022 Record Daily Ridership 92 passengers completed on 77 rides and a PVH of 4.59! December 31, 2022 Record Monthly Ridership 1,274 passengers completed in 22 days of service (57.9 passengers per day) 345 Website/Landing Page: Main destination where users can learn all the details about the service: Visit mctondemand.com Animated Video: 60-second piece to educate viewers about the program Print Materials (Bilingual): Trifold, poster, flyer, and postcard Digital Materials: App Store Preview Community Outreach: Moorpark Country Days, 4th of July event, bus ride-alongs Social Presence: Organic social posts & Facebook and Instagram paid ads Integrated Marketing Approach Marketing Campaigns 346 Current KPIs Target Key Performance Indicator (KPI) Definitions Avg Ride Rating: The average of ride ratings (out of 5) across all rides, with the ratings provided by the passengers at the completion of their rides Passengers Per Vehicle Hour or PVH: The average number of passengers served per vehicle hour Average Daily Ridership: The daily average number of rides completed over a period of time, such as a week, month, or a year Percent Rides Shared: The percent of completed rides that were in a vehicle with another ride. Rides with multiple passengers are counted as a single ride. 347 Target KPIs EXCEEDS GOAL! 4.9 Stars -Avg. rider trip rating December average:4.9 stars Goal: 4.5+ stars Current KPIs 34 Average Daily Ridership December average: 58 passengers Goal: 40+ (Short-Term) 38% Percent Rides Shared December average: 43% Goal: 25% Insights •6,373 total passengers moved during 2022 •Over 99% rides were booked through the app or website •Customers take an average of 7.88 trips per month Note: Data shown is MCT On Demand –April 12, 2022 –December 31, 2022 EXCEEDS GOAL!EXCEEDS GOAL! 2.1 Passengers per vehicle hour December average:2.9 PVH Goal: 2.0 PVH EXCEEDS GOAL! 348 Average Ridership Monthly View •Ridership increased significantly during paid media campaigns, including an 85% increase in June and a 46% increase in August •Month-over-month ridership has increased every month since project inception •Average ridership was 71 over the first two weeks of December, before ridership diminished during the Holidays. 12 KPI Updates Daily Avg. Passengers Completed Note: Data shown is all days for MCT On Demand –April 12, 2022 –December 31, 2022 Insights +85% Ridership Growth During June’s Paid Media +46% Ridership Growth During August’s Paid Media 349 Productivity Hour •Peak times are 8 AM and 3 PM, indicating that the service is used by students •Avg. Daily-Hourly PVH spikes around 3 PM at 3.2 •Ridership is highest at 3 PM with 5.1 average passengers completed 13 Passengers Completed Hourly PVH Insights KPI Updates Note: Data shown is all days for MCT On Demand –April 12, 2022 –December 31, 2022 350 MCT On Demand vs. Bus Ridership 14 KPI Updates Note: Data shown is from April 1, 2022 –December 31, 2022 Insights •MCT On Demand ridership is growing month-over-month while bus ridership remains steady, except for the dip during summer and winter breaks •MCT On Demand has increased the number of people using public transit in Moorpark Expected ridership dip -summer Expected ridership dip -winter 351 15 Next Steps •Continuing marketing campaigns in Q1 and Q2 of 2023 •Evaluating and reviewing data to adjust service parameters to enhance the passenger experience •Using ridership trends to determine when to add drivers and vehicles, as needed o Adding an additional driver in Q1 2023 2023 Highlights 352 Powering the Next Generation of Transit rideco.com Get in Touch rideco.com partners@rideco.com twitter.com/takerideco linkedin.com/company/rideco/facebook.com/takerideco medium.com/rideco-news 353