Transit system riding high
Gas prices, students play roles in boosting ridership by 12 per cent
Rod Nickel, The StarPhoenix
Published: Tuesday, May 20, 2008
Saskatoon Transit ridership is rising sharply for a second straight year, fuelled by a surge of university students and angst over high gas prices.
Ridership has jumped 12 per cent through the first four months of the year over its record-breaking 2007.
Transit manager Jeff Balon said drivers are noticing more non-traditional riders filling seats.
"We're seeing more people wearing business suits," he said. "The rising fuel costs will definitely contribute to ridership. It's simple economics."
Two milestone events in transit's history are the main reason for its turnaround. In 2006, transit remapped the city's bus routes, improving frequency and cutting travel times. Then last year, a referendum among University of Saskatchewan students approved the U-pass -- which gives undergrads a discount bus pass.
This year is the first full year reflecting students using the U-pass.
"We think we have a pretty robust system," Balon said.
Transit ridership declined 17 straight years before it posted a small increase in 2006, the year of the relaunch. The increase in 2007 was the largest year over year in transit's history and the biggest among Canadian bus systems that year.
Balon hopes to sustain the momentum with bulk bus pass sales to big employers. Transit is developing an idea it calls the Ecopass, which it would sell at a discount to big employers like Saskatoon Health Region and the university, who would provide passes to their employees.
Population growth brings new potential riders, but challenges too. Extending service into new neighbourhoods is costly, Balon said. High-earning suburbanites are typically loathe to take the bus. But Balon said transit isn't shying away from Hampton Village, Stonebridge and Rosewood as they take shape.
"We want to get into those neighbourhoods early," Balon said. "Get people accustomed to using the bus instead of driving their cars."
Fares and the city's transit operating subsidy have also been going up. Mayor Don Atchison said he hopes both will stabilize with transit attracting more riders, but holding the line may prove difficult.
Higher fuel costs have a significant effect on the transit system, even as they drive more customers to taking the bus. The aging fleet needs new buses. And plans call for moving Caswell Hill's noisy bus barns to an industrial area.
Transit can only increase fares so much before it blows the chance to sustain momentum, Atchison said.
"There's a fine line there, no question about it. I think what's happening though is the cost of fuel for individuals is going up as well. We're still giving people a better value than their vehicle."
Transit also needs to find ways to attract more drivers and maintenance workers, Balon said. It's perpetually hiring and is currently short 12 drivers.
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RIDERSHIP ON THE RISE
Rides in 2007 10,598,353 (+17%)
Jan. to April 2008 4,227,440 (+12%)
Best year 14,549,954 (1982)
Worst year 8,981,489 (2005)
2007 2008
Budget $25.2 million $28 million
Subsidy $14.8 million $16.9 million
BUS SERVICE SET TO GO HIGH-TECH WITH SMART CARDS
The days of fumbling for bus fare change will soon be over.
Saskatoon Transit will begin installing electronic fare boxes and smart card readers this fall and launch the high-tech payment system in early 2009.
"The system right now is like a shoebox you throw your money in," said transit manager Jeff Balon. "This is a lot more convenient. People can get their bus pass via the Internet or through telephone. It's really going to the next level."
Only a few other transit systems in Canada -- in Newfoundland, Ontario and B.C. -- use smart cards.
"It will arguably be one of the best systems in North America," Balon said.
The card will have the rider's photo and offer rider rewards for frequent use. The city has in the past studied offering a single card to pay for everything from parking fees and bus fares to swimming admissions. Eventually, other city services will be added to the card along with businesses who pay to join up, Balon said.
"Costs have evolved to the point where it's not horrible for a city our size to do these things."
Transit is sending out a request for proposals next week for the fareboxes. It has budgeted $1.5 million for the project, which city council has already approved.
Electronic fareboxes will automatically count and display coin amounts deposited.
Smart cards and electronic fareboxes are only the latest high-tech additions to buses.
By the end of the year, transit plans to install an automatic vehicle location system that uses a global positioning system (GPS). Buses will also be equipped with a program that activates traffic signals when a driver is behind schedule. An audio-visual system will announce bus stops to help visually impaired and hearing-impaired riders.
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