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Ridership Growth Strategy

Ridership Growth Strategy
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In 2021, NCTD initiated a market research and analysis project to better understand and identify customer needs, ridership trends, and industry best practices with the goal of achieving sustained ridership growth.

The study concluded in 2023 by recommending five ridership growth strategies that, once implemented, are predicted to increase ridership by approximately 2 million trips annually. Each strategy included a set of specific initiatives customized for the unique North County market. The project materials below include the final report as well as appendices from each stage of the project development process.

NCTD Ridership Strategy

Emphasize reliability and frequency

• Deliver frequent, reliable, high-quality transit to North County residents.
• Improve Existing Service for riders to give more flexibility in trip planning.
Transit service should be frequent enough to make it competitive with driving for many trips. NCTD’s service will be predictable, reliable, and frequent, making it a transportation option of choice. Improve the quality of service provided.

Keep riders safe and comfortable

• Improve NCTD environments throughout North County
• Ensure safety at NCTD stations and on vehicles
• Create comfortable, vibrant experiences at NCTD sites
NCTD environments including on-board vehicles and at stations or stops, should make riders feel safe and comfortable throughout their journey.

Be seamless and easy

• Improve NCTD environments throughout North County
• Ensure safety at NCTD stations and on vehicles
• Create comfortable, vibrant experiences at NCTD sites
NCTD environments including on-board vehicles and at stations or stops, should make riders feel safe and comfortable throughout their journey.

Connect a growing North County

• Improve NCTD environments throughout North County
• Ensure safety at NCTD stations and on vehicles
• Create comfortable, vibrant experiences at NCTD sites
NCTD environments including on-board vehicles and at stations or stops, should make riders feel safe and comfortable throughout their journey.

Serve a wider audience and new markets

• Improve NCTD environments throughout North County
• Ensure safety at NCTD stations and on vehicles
• Create comfortable, vibrant experiences at NCTD sites
NCTD environments including on-board vehicles and at stations or stops, should make riders feel safe and comfortable throughout their journey.

Project Materials

Appendix A – Current State Assessment

Appendix B – Scenario Planning

Appendix C – Human Centered Design

Appendix D – Modeling & Impact Analysis – Scenario Results