Omnitrans Sidewalk Chalk Contest to Create Ridership and Awareness

Target Audience: The target audience for the 3rd Annual Omnitrans' San Bernardino Transit Center Sidewalk Chalk Art Contest was existing and prospective customers, community members, stakeholders, and media.

Strategy Objective:The objective was to celebrate the transit center and its development as a community space and transportation option. To achieve this, Omnitrans expanded its annual Sidewalk Chalk Art Contest, a community-themed event that was open to all and promoted via local city community groups, colleges, and online. Volunteer judges from the City of SB Fine Arts Commission and SB County Fine Arts Connection assessed work from artists ranging in age from 15 to 60+, daily transit users to those who had never used public transit. Simultaneous with the competition, a free painting class for children, raffle of sponsored prizes, snacks, and music and games courtesy of radio station Hot 103.9, were enjoyed by all. This true community partnership was accomplished at a cost of just over $1000.

Situation Challenge: The 3rd Annual Sidewalk Chalk Art Contest at the San Bernardino Transit Center, Omnitrans' first self-owned and operated transit center, expanded and enhanced this already successful event. In addition to re-introducing the center and its new regional connections to the community and prospective customers, the agency wanted to emphasize the center's function as a community gathering place, reinforce customer and community ownership of the center, enhance stakeholder partnerships, and generate media coverage of the transit center's services and environmental features.

Results Impact: The event generated approximately 150 attendees and 23 contestants, as well as positive print, social media, radio, and community art publication coverage and extremely positive anecdotal feedback ' one customer's response was "This makes me proud of San Bernardino." The addition of competing school groups this year provided valuable exposure to one of Omnitrans' key ridership demographics; enhanced radio promotion drew new attendees who were unaware of features including new train connections and the center, and the popular "Express Bus to Disneyland." Year over year participant growth was15%, and attendee growth was 50% The Center continues to provide a clean, safe environment for more than 5,000 customers and various community groups daily

Why Submit: The San Bernardino Transit Center Sidewalk Chalk Art Contest exceeded expectations both in terms of participation, awareness and media coverage. The strong community partnerships engendered by such events have created a unique community space and helped to ensure safe and convenient transportation for 5,000 customers each day ' and counting ' and support development in a city struggling to recover from blight.