Regular commuters who cross the Ohio River, either into Cincinnati or Northern Kentucky, are well aware of bringing the required amount of change to transfer between Metro and TANK buses. Other non-seasoned riders, however, were stuck with navigating a complex combination of transfer fees and payment options.
The region’s two largest transit agencies announced that technology afforded to them in 2011 will support the introduction of a long-anticipated regional fare payment card. Metro unveiled the shared stored-value card earlier this month at The Westin’s Presidential Ballroom during the annual State of Metro address.
Transit officials say that the card works with both TANK and Metro buses, thus eliminating the need for carrying change on either system. The card deducts the correct fare amount for each agency so if a rider boards a Metro bus it will deduct $1.75 for Zone 1 or $1.50 for a TANK bus fare.
“We are trying to make this a more seamless and integrated approach to transit.” Metro spokesperson Sallie Hilvers told UrbanCincy.
While there already is a monthly pass that can be used for both systems, the pass is limited to rides on TANK and Metro buses within Cincinnati city limits. As a result, officials from Metro and TANK believe the new shared stored-value card provides better accessibility and flexibility to people who use both systems on both sides of the river.
Behind the scenes, Metro handles the accounting for the stored-value cards so if the card is used on a TANK bus, the agency reports that usage to Metro, which then reimburses TANK for the fare.
“We’ve seen more people buying day passes and stored value passes since we introduced them.” Hilvers said.
This kind of collaboration is not what has traditionally defined the relationship between Metro and TANK, but Hilvers said that this has been years in the making and hopes that it will lead to even more collaboration in the future.
According to Hilvers, the next goal is to work with local universities to develop a standard student and faculty card that would cover access to area institutions served by both transit agencies. Currently Metro has separate agreements with the University of Cincinnati and Cincinnati State, while TANK has an agreement with Northern Kentucky University.
Such changes would seem to bode well for both Metro and TANK. In 2013, Metro reported surging ridership due to the implementation of new collaborative programs and improved fare payment technology.
Leadership at the Southwest Ohio Regional Transit Authority (SORTA), which oversees Metro bus and streetcar operations, says that they are working on ways for riders to get real-time arrival information system-wide.
The challenge, they say, is to make sure it is a benefit available to all users. Therefore, transit officials are working to implement real-time arrival information that utilizes smartphone, adaptive website and phone service technologies. Metro representatives are tentatively saying that they are hopeful such services could be in place by spring 2015.
The Southwest Ohio Regional Transit Authority (SORTA) announced their selection for a new Chief Executive Officer and General Manager, to fill Terry Garcia Crews’ vacated position, earlier this month. Dwight Ferrell was the person tapped for the position, and will take over effective January 5, 2015.
Ferrell boasts a long a diverse career in the transit industry. He will join Metro following his service as the County Manager for Fulton County, Georgia, where he oversaw more than 5,000 employees along with the county’s state and federal legislative agenda. In addition to that, Ferrell also previously worked with Atlanta’s largest transit agency as the Deputy General Manager and Chief Operating Officer at MARTA – America’s ninth largest transit system.
Ferrell’s background extends beyond the Atlanta region and includes transportation experience in Austin, Dallas, New Orleans and Philadelphia. According to Metro officials, he is also an active member of the American Public Transportation Association, Conference of Minority Transportation Officials, and Transportation Research Board.
Prior to taking over as Metro’s new CEO, Ferrell kindly agreed to an interview with UrbanCincy. The following interview was conducted on December 22, and is included below in its entirety.
Randy Simes: Coming from Atlanta, and having worked on their streetcar project, did you and Paul Grether, Metro’s current Rail Services Manager who previously worked as MARTA’s Streetcar Development Manager, ever work together? If so, how was your experience working with him, and how might that experience be beneficial moving forward with the operations of the Cincinnati Streetcar? Dwight Ferrell:I did work with Paul and have the highest regard for his knowledge about rail transit. Paul serves as the chair of the American Public Transportation Association’s streetcar committee, which is in Cincinnati this week to see the Cincinnati Streetcar construction.
Cincinnati is fortunate to have Paul working on this project. I am confident that under his leadership all Federal requirements will be followed and we’ll be ready to operate the streetcar in 2016.
RS: If there is one thing from your experience with MARTA that you could copy and duplicate at Metro, what would it be and why? DF:I really believe in performance management. It’s important for the community to know how we’re doing and for us to be transparent.
RS: When Atlanta pursued federal funding for its streetcar, there was the idea that the city needed to choose between seeking funding for rail transit for the BeltLine or the streetcar. Ultimately Atlanta went with the streetcar. If presented with a similar dilemma in Cincinnati, about a second phase of the streetcar or the Wasson Line, which do you think you would be more inclined to support and why? DF:These are local decisions based on many factors, and it’s too early for me to evaluate the merits of projects in Cincinnati. The process of securing Federal funding for rail projects requires intensive analysis and review to determine if a project would be eligible for funding to move forward. It’s a highly competitive funding arena.
RS: MARTA was dealt a blow with the defeat of TSPLOST, but gained a big victory recently when Clayton County voters approved an expansion of MARTA to their county. With SORTA exploring potential transit tax increases and service expansions of its own, what do you think should be learned from those two very different experiences in Atlanta? DF:Each region is unique. I need to get to know what the community wants in terms of expanded transit, so any talk of funding increases is premature at this time. That said, Metro is a status quo system; if we add service somewhere, it has to be decreased somewhere else. We can’t add service to meet the community’s need for access to jobs without more funding.
RS: Metro*Plus service has seemed to be a hit since its initial launch. Metro has publicly stated its interest in establishing several more Metro*Plus corridors, but what is your take on reducing stop frequency along all routes in order to improve travel time? DF:Limited stop services like Metro*Plus are just one tool in the toolbox, and they work great in some applications. They offer a faster ride, but speed is not always the only consideration. For some neighborhoods, convenient access to a bus stop is critical, especially for older riders and riders with disabilities.
Uptown Transit District Vine & Calhoun Station [Eric Anspach]
Atlanta Streetcar [Provided]
Envisioned Metro*Plus Corridors [Provided]
RS: How do you envision Metro’s existing and future bus service working together with not only the first phase of the Cincinnati Streetcar, but other potential rail transit in the region? DF:It is imperative that Metro bus service and other modes function as an integrated transit system without redundancy. The goal should be a seamless transit experience. This means easy transfers between modes, a coordinated fare structure, shared infrastructure like ticket vending machines and back-office technology related for emergency response and vehicle movement.
RS: The best-scoring bus rapid transit line in North America is Cleveland’s HealthLine, but it scores a mere 63/100 points. Do you think true BRT, as defined by what has been built in Bogotá and Curitiba, is appropriate for North American cities? Furthermore, would you support the development of such a corridor in Cincinnati? DF:BRT is appropriate in some cities and some applications depending on the objective. I need to get to know Cincinnati before judging whether BRT is right for this community. Federal funding for BRT has become more restrictive in recent years and finding exclusive right of way is sometimes difficult in older cities with high density. The decision whether or not to build BRT is really about what works for Cincinnati.
RS: How does Cincinnati’s cold weather and its hills differentiate it from your past experience? How do these conditions impact how you run a transit system? DF:I worked at SEPTA in Philadelphia, so I do have some familiarity with what winter can mean to transit in northern cities. Transit is adaptive — if a hill is impassable, we find a way around. We’re all dependent on the road conditions and we stress safety. Today we have the ability to use social media to keep customers updated on what’s happening with their service, which is a benefit.
RS: A topic UrbanCincy has continually raised up for discussion is what could/should be done with the Riverfront Transit Center. A variety of ideas have been suggested, but in your opinion what do you think is the future of that facility? DF:I visited the Riverfront Transit Center when I was in town last week, and it is an impressive facility. It’s used every weekday, about every 15 to 30 minutes, for Metro*Plus service and it’s used for Bengals and Reds games and special events. It’s my understanding that the All-Star Game coming to Cincinnati next summer will depend heavily on this facility for staging of buses and other vehicles. That’s what the Riverfront Transit Center was built to do: serve Cincinnati’s redeveloped riverfront venues and events. Long term, our goal is to maximize its use.
RS: What transit system in the world impresses you the most and why? DF:Each system has its own appeal. Of course, mega-systems like New York City and Washington D.C. are impressive because of their sheer size and the incredible number of people they move every day. I think the most impressive systems are the ones that allow people to move around without the need for a car.
RS: Finally, what first made you interested in transit and want to pursue a career in the industry? DF:I was 23 when I started as a bus driver in Dallas, and I was a bus driver for 10 years. When the merger occurred with DART, new opportunities opened up for me in management. My career progressed to the C-suite and those positions allowed me to work at the most senior levels of transit management across the country. I feel blessed to have found a career and an industry that I am passionate about. Metro recently started the John W. Blanton internship to provide an opportunity for college students to experience the transit industry as a career path, and I support that effort.
Dwight Ferrell holds a BA in Business Administration from Huston-Tillotson University. He can be reached at dferrell@go-metro.com.
The conversations started after Megabus was forced to move its downtown Cincinnati stop this past autumn – marking latest in a series of moves forced by City officials following complaints from surrounding property and business owners.
Second Street Entrance to the Riverfront Transit Center [Randy Simes]
“Local businesses, through City Hall, requested megabus.com move from 1213 W. Central Parkway to our new present location at 691 Gest Street,” Sean Hughes, Associate Director of Corporate Affairs at Coach USA North America, explained to UrbanCincy. “Megabus.com would love to be in the Riverfront Transit Center, but that was not a viable option because of Riverfront Transit Center operational concerns.”
The issue extends beyond the various intercity bus operators and City Hall. Since the Southwest Ohio Regional Transit Authority (SORTA) operates the facility for the City, and collects annual revenues from it. In October, SORTA officials told UrbanCincy that expanding operations within the Riverfront Transit Center is possible, due to its large excess capacity, but would bring additional costs.
“It’s our understanding that Megabus pays a fee to share transit facilities in other cities,” Sallie Hilvers, Metro’s Executive Director of Communications, said at the time. “As a tax-supported public service, Metro would need to recover the increased costs related to maintenance, utilities, security, etc. from Megabus, which is a for-profit company.”
At the same time, there appears to be growing pressures for Greyhound, which has been operating in Cincinnati since 1976, to potentially find a new location as it is crowded out by new development surrounding the Horseshoe Casino.
Greyhound’s station with the Horseshoe Casino surrounding it, and the reserved area for a future hotel immediately to its southwest.
While Greyhound and SORTA have engaged in conversations in the past about relocating Greyhound’s operations to the Riverfront Transit Center, little progress has been made; and the two sides still appear to be at a standstill, albeit a softening one.
“No decisions on that front have been made that this time,” Lanesha Gipson, Senior Communications Specialist with Greyhound, commented with regard to relocating to the Riverfront Transit Center. “All potential relocations have to be analyzed and be in the best interest of everyone – the customers, the company and the community – before a decision is made as to whether or not we should relocate our operations.”
With both Greyhound and Megabus thriving as an increasing number of people ditch their cars and plane travel for short trips – less than 500 miles – these conversations appear to only be in the early stages.
While all parties agree that some legal, regulatory and logistical issues would need to be resolved prior to establishing the Riverfront Transit Center as Cincinnati’s intercity bus terminal, it sounds like the primary issue is the financial arrangement. Until then, intercity bus passengers will continue to be plagued by continuously moving and inconvenient stations for the region’s two largest operators; and an underutilized transit facility sitting beneath Second Street.
“Megabus.com continues to work with SORTA to find a permanent location for our stop in Cincinnati,” Hughes noted. “Megabus.com has an annual passenger spend of $8.2 million in Cincinnati and we look forward to serving the city by giving passengers a safe, environmentally friendly way to travel.”
The rate of sales is exceeding expectations, and many believe the remaining allotment will be sold within the next few days. In fact, $25 cards have already been taken off of Metro’s website, with a very limited number remaining at City Hall and Metro’s sales office.
Streetcar supporters are pointing to this as clear evidence of the excitement surrounding the project, especially given that those buying the cards will not be able to use them until the system goes into operation in September 2016.
“Selling $72,000 worth of fare cards for a starter line that’s nearly two years from being operational shows the level of support and enthusiasm for the Cincinnati Streetcar to finally be up and running,” Derek Bauman, SW Ohio Director for All Aboard Ohio, told UrbanCincy. “This is the definition of pent up demand.”
Of course, there is also the financial benefit. Selling all 1,500 of the cards will net Metro $72,000 in fare revenue nearly two years before the Cincinnati Streetcar goes into operation.
The news comes as Believe in Cincinnati, the grassroots coalition that formed a year ago to save the project from cancellation, has organized a press conference to announce a broad new coalition of organizations and community leaders urging for the expansion of the streetcar system to Uptown.
“While we must celebrate the success we have had over the past year with construction of tracks in the OTR loop nearing completion and the downtown loop well underway, we must also be looking forward,” explained Ryan Messer, Founder of Believe in Cincinnati.
“As of today, we still do not have an official plan in place for our uptown expansion that will link downtown and OTR to the University of Cincinnati and the uptown neighborhoods,” Messer wrote in an email. “We are ready to ignite these conversations and be prepared to implement these plans into action.”
“Imagine what the impact will be when we connect Cincinnati’s core, with its 40,000 jobs and growing residential population, to the 30,000 jobs and 40,000 students in the uptown neighborhoods,” Bauman exclaimed. “This vision is as exciting as it will be transformative for the City of Cincinnati.”
The Believe in Cincinnati press conference will be held at the corner of Race and Elder Streets, near Findlay Market, and where track stub has been constructed for the accommodation of a future uptown extension. Organizers say the event will take place at 10am and will show off the new, expanded coalition of streetcar supporters urging for its expansion.
Officials with the City of Cincinnati and Southwest Ohio Regional Transit Authority (SORTA) made several major announcements last week pertaining to the rollout of the Cincinnati Streetcar system.
While the design of the rolling stock and the system’s color scheme were revealed more than a year ago, the official branding for the new mode of transit for the Cincinnati region had not. SORTA officials say that the branding will be utilized all throughout the system including its fare cards, ticketing machines, uniforms, wayfinding, brochures, website and social media, and, of course, the trains and their stations.
The branding scheme was put together by Kolar Design, whose offices are located in the Eighth Street Design District just two blocks from the nearest streetcar stop, after competing with more than 100 other firms interested in the opportunity to developing the design scheme.
Project officials say that the $25,000 cost for the branding effort was paid for through Federal funds.
Brewery District Streetcar Station [Provided]
Cincinnati Streetcar Mobile App [Provided]
Streetcar on Elm Street [Provided]
Founders Club Card Sales
At the same time, SORTA and City officials announced the availability of 1,500 Founders Club Cards. The sale of the cards, officials said, would help raise some initial funds to be used to help offset initial operating expenses.
Project officials have informed UrbanCincy that approximately half of the 1,500 cards were sold within the first 24 hours of going on sale; and that more than 1,000 had been sold by Friday. A limited number of Founders Club Cards are still available for purchase at the Second Floor Cashier’s Office at City Hall, Metro’s sales office in the Mercantile Arcade across from Government Square, and online at Metro’s website.
There are three card options available. The first goes for $25 and allows for unlimited rides for the first 15 days of service, which is currently pegged for 2016. The second and third options go for $50 and $100, and allow for unlimited rides for the first 30 and 60 days, respectively.
The commemorative metal cards and matching metal cases were seen by some as one of the first ways for Cincinnati Streetcar supporters to show their support. Having experienced strong sales thus far, it seems as Metro’s strategy may prove to be a success.
Cincinnati Streetcar Founders Club [Provided]
Cincinnati Streetcar Website [Provided]
Cincinnati Streetcar Guidebook [Provided]
“This is one of the first tangible opportunities streetcar enthusiasts can show their support,” said City Councilwoman Amy Murray (R), Transportation Committee Chair. “This is a great idea that Metro has developed to generate excitement. I think many will appreciate the privilege of being a Founding Club Member with this commemorative card.”
Operating Agreement Finalized
Perhaps lost amid the other news was the signing of an official operating agreement. Under the current structure, the City of Cincinnati is building the system, and is its owner, but will contract out its operations to SORTA.
The Cincinnati Streetcar Operating & Maintenance Agreement first came out of Murray’s Transportation Committee and was approved 7-2 by City Council in early November. It calls for expanded on-street parking enforcement in Downtown and Over-the-Rhine until 9pm, an increase in parking rates in those two neighborhoods, and a set streetcar fare of $1 for two hours.
The agreement also utilizes an innovative technique that would lower property tax abatements 7.5%. This is an important component of the agreement as it addresses a longstanding call from opponents for those benefiting from real estate valuation increases to cover more of the costs of modern streetcar system. It also eliminates the need to utilize the Haile Foundation’s $9 million pledge, and would instead only tap into those funds in a worst-case scenario.
Project officials estimate that the system will cost approximately $3.8 to $4.2 million annually to operate, and that those costs would be covered by $1.5 million in additional on-street parking revenue in Downtown and Over-the-Rhine, $1.3 million from fares and advertising, and an estimated $2 million annually from the tax abatement reductions.
“This is the most innovative plan I’ve seen in the United States,” stated John Schneider, noted transit advocate and real estate developer, at the time of City Council’s approval in November.
The SORTA Board approved the agreement last week and touted the benefits of having operations of the Cincinnati Streetcar be handled through Metro, which also runs the region’s largest bus service.
In addition to the critical financing elements of the agreement, it also delineates various responsibilities once service goes into effect. To that end, the City of Cincinnati will be in charge of maintaining traffic signals, clearing blockages from the streetcar path, cooperation on utility interfaces, safety and security; while SORTA will be responsible for operating the system, maintaining vehicles and facilities, fare collection provision and maintenance, marketing and advertising sales.
Construction on the $148 million first phase of the Cincinnati Streetcar continues to progress, with most track work in Over-the-Rhine now complete and track work now progressing through the Central Business District. Current time frames call for operations to begin in September 2016.
cording to officials at the 
