SM Big Blue Bus's Service to increase Mobility On-Demand Everyday for Seniors and Persons with Disabilities

Target Audience: In July 2018, Big Blue Bus (BBB) launched the Mobility On-Demand Every Day (MODE), a rebrand of an antiquated Dial-A-Ride program, which had been in operation since 1983. A comprehensive marketing and communications campaign was developed and implemented to introduce the new on-demand, curb-to-curb transportation program. The target audience consisted of all City of Santa Monica residents who met the eligibility requirements to participate in the program (older adults age 60 and older, and persons with disabilities age 18 and older).

Strategy Objective:MODE launched in July 2018, with the same operating budget as the former Dial-A-Ride program. In the first four-months, MODE members took 107% (or 7,967) more rides than they had during the same period of the previous year, under Dial-A-Ride. At the end of September 2018, more than 1,200 members were registered for MODE; 62% of members had taken at least one ride. MODE registration and ridership continues to grow each month. MODE enables members to take on-demand trips to medical appointments, shopping destinations, social events and services, and more. Members frequently express gratitude for improved mobility and well-being.

Situation Challenge: The Dial-A-Ride program suffered from many deficiencies, such as insufficient carrying capacity at peak times, limited payment options, advanced phone reservations, and inefficient use of resources. Though there were 3,200 registered members in early FY17-18, an average fewer than 100 rides were taken daily, on a fleet of 6 wheelchair vans; 90% of riders were ambulatory and did not require a wheelchair van to use the service. The average vehicle occupancy on any single trip was 1.1 passengers, and the average cost per passenger was $20.26. Innovations in mobility prompted BBB to award a one-year contract to Lyft, to offer a customer-centric and operationally efficient alternative to Dial-A-Ride, and drastically increase ridership.

Results Impact: MODE launched in July 2018, with the same operating budget as the former Dial-A-Ride program. In the first four-months, MODE members took 107% (or 7,967) more rides than they had during the same period of the previous year, under Dial-A-Ride. At the end of September 2018, more than 1,200 members were registered for MODE; 62% of members had taken at least one ride. MODE registration and ridership continues to grow each month. MODE enables members to take on-demand trips to medical appointments, shopping destinations, social events and services, and more. Members frequently express gratitude for improved mobility and well-being.

Why Submit: MODE's ability to increase ridership, under the same budget constraints as its predecessor, illustrates how the campaign effectively created a brand and identity, retained and attracted riders, provided a clear understanding of service improvements, communicated how to use Lyft, and encouraged adoption of new technology. The campaign represents the collaboration of many stakeholders, including several BBB divisions (i.e. Marketing, Customer Service, Planning, Finance, and Operations), other City of Santa Monica departments (i.e. Community & Cultural Services, Library, and more), Lyft, and the community.