MARTA Jazz Monday

Target Audience: The MARTA Jazz Monday series is targeting both new and existing riders.

Strategy Objective:The objective for this entry was to improve the customer's experience, provide a more comfortable and relaxed environment while in a MARTA rail station. In addition, this was our way of thanking customers for riding MARTA. The strategy was to increase ridership by educating riders and potential riders on the ease of taking MARTA to the Atlanta Jazz Festival, which is in walking distance from MARTA's Midtown Rail Station. The time for this year's performances were changed from 3pm ' 5pm to 4pm ' 6pm to coincide with rush hour, therefore, reaching more riders and non-riders/spectators.MARTA and the City of Atlanta co-promoted the performances. MARTA promoted the performances on the itsmarta.com and social media platforms to reach non-riders and remind daily riders of the live performances.

Situation Challenge: Over the years many Transit Authorities have seen a decline in ridership. MARTA too had a decline and looked for innovative ways to increase ridership, while enhancing the customer's experience. Since 2011, MARTA has partnered with the City of Atlanta as the transportation partner for the Atlanta Jazz Festival, which is one of the country's largest free jazz festivals. MARTA and the City of Atlanta enhanced the existing partnership and started a series of live jazz performance at select MARTA stations on Mondays in the Month of May leading up to the Atlanta Jazz Festival on Memorial Day Weekend. There are daily riders and potential riders who are not aware how easy it is to "Take MARTA" to the Atlanta Jazz Festival.

Results Impact: MARTA Jazz Monday series increased ridership on the same dates/times, because of the live jazz performances. The City of Brookhaven Georgia city councilman is also interested in partnering with MARTA to hold a series of jazz performance at the MARTA Brookhaven Rail Station. The MARTA Jazz Monday was also featured in the local newspaper. Decatur Station (Increased ridership 524) Chris Burroughs Trio Monday, May 7, 2018 4 p.m. ' 6 p.m. Lindbergh Station (Increased ridership 80) Mike Walton Quartet Monday, May 14, 2018 4 p.m. ' 6 p.m. Midtown Station (Increased ridership 1,166) Gr't Monday, May 21, 2018 4 p.m.' 6 p.m.

Why Submit: MARTA Jazz Mondays have enhanced the customer's experience while in a MARTA rail station. Customers enjoyed the smooth jazz and the peaceful atmosphere while listening to live jazz. Many MARTA riders and non-riders followed the live jazz performances from rail station to rail station during the jazz series.