San Diego Travel Myths

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San Diego Travel Myths
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Myth 1San Diegans Will Never Give Up Their
Cars
Where does San Diego rank among the 50 largest US
cities?
Drive Alone
Car Pool
Use Transit
Other Means
Trip Time
Most
TopThird
TopThird
MiddleThird
Bottom Third
BottomThird
Least
According to the 1990 Census San Diegans are less
wedded to their cars for commuting than are
residents of most other cities.
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Myth 2Just 2 of Us Use Transit
Source MTDB survey
More than one in every eight San Diegans (13)
will use existing transit services in any given
week.
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Monthly Transit Riders
Source SANDAG 1999 and MTDB 2000 surveys
Nearly one in four San Diegans will use existing
transit services in any given month.
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Yearly Transit Riders
Source SANDAG 1998 and MTDB 2000 surveys
A majority of San Diegansnearly 60will use
existing transit services in any given year.
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Why Arent Transit Services Attracting More
Riders?
For the majority of trips for the majority of
persons, existing transit services are not
competitive with their other options.
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Understanding San Diegans
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The Six Segments
Road Runners
ConventionalCruisers
IntrepidTrekkers
Easy-Goers
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The Market for Transit
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Mode Choice Weighing Burdens
ChoosingTransit
ChoosingAuto
ChoiceMeter
Transit
Auto
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When People Choose Transit
ChoiceMeter
Transit
Auto
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When People Choose the Auto
ChoiceMeter
13
How Competitive Is Transit?
ChoiceMeter
Transit
Auto
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Comparing Segments
Commute Trip
40
30
20
10
0
Modal Qualities
In-Vehicle Time
Access/Convenience
Fare
Attitudes (System-Wide Look and Feel)
Intrepid Trekkers
Easy-Goers
Time and convenience have greater weight than
mode or fare in attracting riders. Attitudes are
also key for some groups.
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Analyzing Alternatives
On the basis of the market research, we were able
to develop a sophisticated analysis tool to
compare alternative strategies.
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Findings of Market Research
10
5
Bus at LRT Speed
Train on Tires
Bus
LRT
How much does mode matter?
How much does speed matter?
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10
Relative impact of different transit service
features on mode split for 9-mile commute.
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5
15 Min. Wait
10 Min. Wait
Single Transfer
No Transfer
Do transfers hurt?
Does frequency matter?