In the words of Metra Executive Director Phil Pagano, the bus has “lost its pizzazz.”
For too many people, riding the bus is a low status activity.
And for status-obsessed teenagers (who make up a significant share of ridership on many transit properties), it’s important to attack that perception.
This article in the Alaskan youth-oriented website Club Hooligan by Scott Burton is a love letter to the Juneau bus.
Here are some excellent highlights:
Every rider though, enjoys some of the advantages of a corporate bigwig: Imagine traveling under the command of a professional driver in a nearly indestructible commute assault vehicle.
A Capital Transit bus would crush a Hummer like a cruise ship on a skiff. According to the American Public Transportation Association, automobile passengers in 2004 were 18 times more likely to die in transit than bus riders.
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One of my best bus trips was on the Douglas bus route in 2005, as my band traveled downtown for a show. The passengers were in good spirits that Friday night even though it was dark and snotty.
Curious about our instruments, especially the stand-up bass, which resembles a body bag while in its case, they talked us into playing. We jammed over the bridge through the howling wind and rain all the way into downtown.
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Getting on the bus can be like walking into Cheers. I’m on a first-name basis with a handful of the drivers and I often see friends. If I am not in the mood to socialize, it is a great opportunity to read, enjoy a cup of coffee or veg out. It’s super-low stress, and it’s virtually impossible to crash into another motorized vehicle.
Compare a $36 monthly bus pass with monthly gas and insurance costs, vehicle depreciation, parking and moving violations, maintenance, stress, and the value of the time one spends dealing with all of the above.
The disadvantages of the bus can include loud music on a Discman or iPod, questionable communication skills between passengers, inconsiderate cell phone use, or live bluegrass music!
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This evangelist needs to be embraced and promoted. What a fantastic missionary!
There are hundreds of people like Scott Burton riding each and every transit network.
It’s the job of the transit agency to find their Scott Burton’s, thank them for evangelizing about riding transit and encourage them to continue to spread the word.
If your agency isn’t actively reaching out to hip, younger people (who largely live near transit and often ride transit because it’s the right thing to do — just as Scott Burton did), you are missing an opportunity to build ridership and revenue, particularly from off-peak riders.
How about an essay contest open to all riders on why they like the service?
How about free publicity for music shows or paying a modest sponsorship fee for any big music events?
How about modest college scholarships for the student who designs the coolest route map — and ask your board members to finance the scholarship winnings out of pocket?
Partner with the people who love your bus, and slowly, you can beat the perception that the bus is uncool.
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