Attachment 1 TRANSIT marketing Draft Report on Focus Groups Relating to Paid Parking at Light Rail Stations Conducted for Sacramento Regional Transit Regional Transit Prepared by: Selena Barlow Transit Marketing, LLC December 1, 2008Focus GROUP PARTICIPANTS ‘Two focus groups were conducted with light rail riders who park at various stations on the Blue Line and Gold Line. The twenty participants were recruited during the morning and afternoon peaks at five light rail stations: ‘© Blue Line: Meadowview Station (3) ‘* Blue Line: Roseville Road Station (6) '* Gold Line: Iron Point Station (6) ‘© Gold Line: Watt/Manlove Station (3) * Gold Line: Sunrise Station (2) The participants were residents of a variety of Sacramento area communities including City of Sacramento, Folsom, Carmichael, Elk Grove, Antelope, Roseville, and Natomas. Most of the participants were regular riders who use light rail to commute to work or school. They were recruited to be diverse in terms of gender, age, ethnicity and socio-economic status. The group included: © Gender: 11 Women, 9 Men Ethnicity: 10 Caucasians, 8 African Americans, 1 Hispanic, 1 Pacific Islander © 17 full-time employees, 2 College Students, 1 Volunteer All of the participants use light rail on 2 regular basis. Some have been riding since the system began operation. Others have just started riding in the last several months. Most always drive to the station, but some mix driving with riding the bus or other means of getting to light rail. A large number of the participants commute to downtown Sacramento; however there were also riders who go to south Sacramento, Natomas, Davis, Rancho Cordova and even two who make reverse commutes to £1 Dorado County, using light rail in combination with the E| Dorado Transit bus. Nearly half of all the participants (8 out of 10 in the Blue Line group and 1 in the Gold Line Group) were state employees who received subsidies for transit use. Another participant was a federal employee with a 100% subsidy and the two students had subsidies through their colleges (Sacramento State and ‘American River), In the Blue Line group, most participants paid with a monthly pass. In the Gold Line group, only two did 50. Overall about half of participants were monthly pass users, while half paid with cash or used tickets. ‘The report is organized in a two column format. A summary of findings is shown on the left. On the right are quotes from the groups which are illustrative of comments heard relating to the specific issue Transit Marketing LLC 2SUMMARY OF FINDINGS REASONS THEY RIDE LIGHT RaiL The dominant reason that participants gave for using light rail is saving money. Estimates of how much they save ranged from $40 to $300+ per month, with the average being well over $100 per month, Many of the state workers said that even without their subsidy they would save money, due to the high cost of parking downtown. Others noted that their savings were much greater when gas prices were at their peak Twould pay $150 a month [for parking]. So, I mean, even, even without the state subsidy it would still save me $200 a month easily to ‘maybe $250 a month easily. So, I'm saving probably about $300 plus amonth...State employee, Blue Line rider The state subsidizes a good portion of it, and encourages us to use public transportation. And, | would say that it saves me at least $100 a month to use Light Rail instead of having to worry about driving in to downtown, parking in a spot...State employee , Blue Line rider It’s extended my commute a lot, but it’s alot cheaper so that's why | keep riding it... Downtown worker, Gold Line rider | started about six months ago. ! was having trouble with my car, and work at U.C. Davis, and Ive in El Dorado Hills. So, [ride it now five days a week, and it takes me right to, about six blocks from U.C. Davis 50, it’s real convenient. It’s cut down on my gas by half well more than haif than what ! used before. So just kept using it after that because it was cheaper...Gold Line rider, works at UC Davis ‘The participants also cited other reasons for riding light rail rather than driving. Key among these were the avoidance of traffic, potential for traffic tie-ups and car problems. One participant (the volunteer) was very concerned with the environmental impacts of driving; however the other participants were more focused on the personal benefits, ‘Transit Marketing LLC iipark my carin in that Roseville Road Station, I get home an hour before than if! take the bus. And it’s just that much faster and just that much cheaper {than driving]...State employee and long time Blue Line rider | don’t have to hassle the traffic, and i can, you know, read something. J can take a nop, talk with somebody, whatever, you know, 50, ! enjoy it...State employee who does not pay for parking, Blue Line rider The traffic is just horrendous. So, taking the Light Rail is really relaxing for me, instead of driving...State employee, Blue Line rider Less stress on 50...you don’t have to drive you can just sit there and read or listen to music..Gold Line rider [Started riding because] my car isn’t working right now, but when it starts working I'll be parking and riding. It's really convenient, and it’s cheaper...Gold Line Rider, commutes from El Dorado County It’s environmental for me. You know, economics is very important, but it’s environmental to me...Unemployed woman, who does volunteer work, Blue Line Rider