Reviewing, Analyzing and Updating Marketing Strategies to Increase Public Transit Ridership

2012PDFTech ReportSWUTC/12/476660-00050-1DTRT07-G-0006RidershipMarketingPublic transitAnalysisLight rail transitBus transitLocal transit--Ridership--MarketingStreet-railroadsBus rapid transitResearch HubHouston (Texas)United StatesSouthwest Region University Transportation Center (U.S.)Lewis, Carol AbelArthur, GraceOnyejekwe, SandraTexas Southern University. Center for Transportation Training and ResearchUniversity Transportation Centers Program (U.S.)US Transportation CollectionRidership in the United States has been fluctuating over the last decade. With fuel prices increasing, urban and suburban communities growing and global warming and environmental impact getting special attention, it is important to increase our knowledge of best marketing practices to attract riders to public transit as a better alternative to the use of their own car. Houston METRO is adding roughly 30 miles of light rail, offering new quick line bus routes and in general improving efficiency and reducing costs. But in order to move people out of their cars for all or some of their travel, a deeper analysis of the decision variables and a strategy to promote public transit is required