The San Diego region embarked on a multi-faceted approach this past fall to increase ridership and fare revenues. This paper presents: A background on San Diego's multi-operator seamless transit system; a presentation of the fare strategy that has evolved over the past ten years addressing both the fare structure and fare technology; a discussion of the marketing approach with a look at both primary and secondary niche markets; the expansion of the fare media to new markets; an approach to expand light rail and bus services at the time of fare adjustments; and, preliminary results of the fare, service, and promotional strategy.


  • English

Media Info

  • Pagination: 14p

Subject/Index Terms

Filing Info

  • Accession Number: 00796232
  • Record Type: Publication
  • Files: TRIS
  • Created Date: Jul 18 2000 12:00AM