Title
Fare Policy Amendment to Light Rail Ticket Partnership Program (Ordinance S-43691)
Description
Request an ordinance amending the City of Phoenix Public Transit Fare Ordinance to expand the U.S. Airways Center (now Talking Stick Resort Arena (TSRA)) Light Rail Event Day program to allow other venues and events to participate in similar ticket partnerships as well as allow for ticket partnerships to include both bus and light rail.
Report
Summary
The current program allows TSRA event attendees to use their event ticket as their light rail pass four hours prior to the start of the event through the end of the transit day. This provides convenient transportation to those who attend TSRA events, and helps mitigate parking limitations and event traffic congestion. Valley Metro Rail receives fare revenue from TSRA at $0.31 per event attendee, which supports the regional fare recovery goal of 25 percent. The fare revenue per attendee is periodically reviewed by Valley Metro Rail staff to ensure the amount continues to support the regional fare recovery goal. Valley Metro Rail also finds additional benefit in ticket partnerships of this kind, including:
- Supporting fare collection from reliable funding sources.
- Easing boarding and fare inspection, and increasing the focus on safety and security, during events.
- Further integrating light rail into nightlife/entertainment activities and reputable brands.
- Helping to attract ridership and positive attention to the system.
Other events and event venues have expressed interest in a similar partnership to serve as a benefit to their attendees, support parking limitations, mitigate event congestion, generate positive public relations and align with sustainability initiatives. The event expressing current interest is the Lost Lake Festival, operated by Cactus Festival, LLC, taking place at Steele Indian School Park in central Phoenix on Oct. 20 - 22, 2017. This is a three-day music festival that has committed to the Phoenix area over the next several years. Due to the location, Valley Metro Rail will be the primary transportation solution to connect the tens of thousands of daily attendees to this event. The event organizer is committed to supporting the fare revenue required for their attendees to ride at no charge with their event ticket in hand.
With this and other opportunities in mind, staff is requesting approval to amend the regional fare policy to give Valley Metro the ability to execute ticket partnerships that meet the region’s fare recovery goal, while supporting the interests of new events and event venues.
With the Ticket Partnership Program, patrons possessing tickets or identifiable media issued by event officials from a participating event will be able to ride Valley Metro Rail on the day of the event at no additional charge. Event tickets will be honored as valid Valley Metro Rail fare for a pre-determined time in advance of the event and through the end of the transit day. Participating event venues/events pay an amount per attendee commensurate with the current average fare to support regional fare recovery goal. As with the current TSRA partnership, all ticket partnerships’ fare revenue calculations will also be reviewed periodically to ensure continued support of the region’s fare recovery goal.
A qualifying event generates a minimum of 5,000 attendees; similarly, for a venue, a single event at this facility must generate a minimum of 5,000 attendees. This program can be extended to bus route(s) if the aforementioned criteria is maintained and the service can be supported by operations. The City of Phoenix and/or Valley Metro must receive notice of interest in the Ticket Partnership Program from event organizers at least four months in advance of the event, and agreements must be completed by 60 days prior to the event.
Financial Impact
No financial impact is anticipated with these fare policy revisions.
Concurrence/Previous Council Action
The current ticket partnership program in the fare policy is specific to light rail and Talking Stick Resort Arena (TSRA) and was originally approved as a pilot program by City Council on Sept. 30, 2009. The pilot was subsequently extended through June 30, 2015 to allow adequate time to gather sufficient data to accurately evaluate the program. The program was permanently adopted into the fare policy by City Council on Sept. 2, 2015.
The Transportation and Infrastructure Subcommittee heard this item on June 13, 2017 and recommended approval by a 4-0 vote.
Department
Responsible Department
This item is submitted by Deputy City Manager Mario Paniagua and the Public Transit Department.