Central Puget Sound Regional Fare Coordination System Regional Program Administrator Seattle, WA Cheryl Huston March 18, 2013.

Central Puget Sound Regional Fare Coordination

System

Regional Program Administrator

Seattle, WA

Cheryl Huston

March 18, 2013

Agenda

• Governance • Goals• Overview• Conversion• Benefits• Lessons learned• What’s next?

ORCA gets you moving

RFCS Agencies

To implement a common “seamless” fare collection system – using smart card technology – for bus, rail and ferry travel in the Central Puget Sound region.

RFCS Organization Seven Governing Boards

Joint Board

Regional Program Administrator

Operations Manager

RegionalServices

Contract Admin

SystemOperations

ProgramAdmin

PolicyDevelopment

PublicInformation

Seven Operating Agencies

Fiscal Agent

RFCS Goals• One regional card for all• Replace paper passes, tickets & tokens• Regional fare integration • Support and expand business accounts• Public acceptance• Customer satisfaction• Revenue and ridership data

Overview• Five independent transit agencies• Agency-specific passes and paper transfers • Limited agreements for inter-agency media• Prior to smart card development:oRegional Fare Coordination programoRegional “PugetPass” o Interagency transfer acceptance

Feasibility Study

Operating Concept

RFP Development System Design and Testing System Updates

Prototype

Demonstration

Proposals Received

Evaluation & Contract Finalization

Beta Test

2006

Go Live

4/2009

Overview

PLANNING & PROCUREMENT DESIGN IMPLEMENTATIONOPERATIONS

1995-2000 2001-20052006-2010 2011+

Full System Acceptance

Conversion

• Limited distribution of no fee ORCA cards • Unlimited exchange for eligible Senior or

Disabled riders• 2 hour transfer• Website launched• Street teams• Marketing campaign• Public acceptance

Conversion

• Limited ORCA rollout - 4/2009• Big Splash - 9/2009• Full System Acceptance -12/2011• Total sales - $172 million• Cards issued - 1.3 million• Average weekday boardings – 350,000• Percent of total boardings – 63%

Benefits

• Simplifies transfers• Faster, easier boardings • Accurate ridership data • Daily regional revenue reconciliation• Reduced types of fare media• Reduced cost of fare media production• Reduced staff resources to sell fare media• Increased customer benefits

Lessons learned

• Interagency operations and governance• Scale of change for agencies and customers• Card management• Vendor resources• System security• Data privacy• Underserved markets• Websites

What’s next?

• Special accounts• Retail card sales• Website redesign • Reaching new or underserved markets• New payment options• Evolving technology• Strategic planning

Questions?

Thank you

Cheryl HustonORCA Regional Program Administrator

206-398-5330

[email protected]

orcacard.com