HART Community Sentiment Study Conducted by HCP on Behalf of the - PowerPoint PPT Presentation

HART Community Sentiment Study Conducted by HCP on Behalf of the Finance and Audit Committee Meeting Hillsborough Area Regional Transit Authority October 15, 2018 1

Purpose HCP was brought in to help the HCP utilized a mixed-methodology HART will use the data as a organization understand how the approach providing HART with both benchmark for the development community perceives HART qualitative and quantitative data communication strategies, setting and their efforts. from their stakeholders—the goals, and tracking organizational Hillsborough County community. changes over a three-year period. 2

• Success Plan • Annual Report Phase I: • HOPS Secondary • Mission Research • Vision • Industry Reports 3

Basis for Our Work HART Mission HART Vision HART takes people to HART invites, inspires, and the places that enhance implements sustainable their lives . and innovative transportation . 4

• May-June 2018 • 38 Stakeholders • Top-of-Mind Associations Phase II: • Expectations Stakeholder • Limiting Factors Research • Requests • Framed Content for Community- Wide Study 5

Stakeholder Findings Stakeholders recommend substantially greater leadership Stakeholders have a limited Stakeholders are unclear on the view of HART beyond “bus” and organization visibility organization’s intended target Stakeholders call for Stakeholder lack of experience Stakeholders want to see the greater community using public transit locally breeds data that drives decisions involvement by HART fear of not knowing how to begin ? Stakeholders identified a lack of Stakeholders want leadership by broad appreciation for the urgent Stakeholders have limited example from HART board, need for additional funding knowledge of HART programs leadership, staff 6

• July 2018 • 469 Hillsborough County Respondents Phase III: • Online Survey Community • 8 Minutes on Average • Representative Response Survey from All County Regions to Truly Capture Community Sentiment • ±4.9% Margin of Error 7

Top-of-Mind Perceptions 8

What has helped shape what you know about the organization? 43 % Word of Mouth 43 % Personal Experience 34 % Experiences Shared by Peers Sources of Info 33 % Web or News Articles 28 % Social Media 11 % Elected Officials 9 % Other 9

Typical User Perceptions 10

How well does HART cater to the following populations? 74 % Residents without a personal vehicle 69 % Commuters 68 % Students Catering to Populations 66 % Disabled 65 % Bike-Riders 65 % Veterans 64 % Elderly 57 % Visitors/Tourists 11

HART Fulfilling Expectations Strongest Fulfillment Provide Connect Cater to Those Offer Affordable Get Riders to Reliable Public People and w/o Personal Transportation Destinations in Transportation Places Vehicle Access Options Timely Manner 75 % 72 % 71 % 70 % 67 % Fulfillment Weakest Create Safe Good Steward Offer Cater to Needs Offer Places for of Public Reasonable of Whole Variety of Riders to Wait Dollars Wait Times Community Modes 58 % 58 % 60 % 60 % 60 % 12

Service Familiarity: Percentage Unaware of Service 33 % HARTFlex 20 % HARTPlus 54 % Flamingo Fares 31 % 53 % Express and Limited Travel Training 19 % Airport Service Express Service Program 51 % One Bus Away 28 % WiFi on Buses 8 % Park and Ride Lots 40 % Compressed Natural 7 % HART Bus Service 27 % TECO Line Streetcar Gas (GNG) Fleet 36 % Metro Rapid 24 % Yellow Cab Alternative to Paratransit Service 13

How likely are you to use each of the following? 56 % Major Stadium, Ballpark or Event Shuttle 55 % Airport Service Interest in 46 % Services to Pinellas County Beaches New Connector to Other Transit 45 % Options (Megabus, train, etc.) 41 % Commuter Service 14

How strongly do you associate HART with the following using a scale of 1-7? Attribute Mean Transportation Provider 5.46 Economical Alternative to Personal Vehicles 5.12 HART Parking Alleviator 4.94 Economic Driver 4.85 Associations Matching Community Need with Relevant Services 4.83 Traffic Congestion Alleviator 4.76 Safer Alternative to Personal Vehicles 4.74 Source of Innovative Transportation Solutions 4.71 Integrator of New Technology into its Services 4.55 Resource for Crowd Control During Events 4.52 15

Looking Ahead ? Not familiar with any 30 % non-bus service named Believe the organization 35 % $ Do not have knowledge $ 33 % is under-funded of HART funding Believe HART can provide Agree HART delivers value 69 % 87 % the transportation to Hillsborough County solutions for the future 16

Overarching Observations HART’s Identity as a Transit Organization is Strong Association Beyond Bus Service is Weak Low Levels of Program and Service Knowledge Summary Widespread Potential User Confusion Observations Perception of HART as Solely Non-Choice Option Leaders Not Engaged with Services Community Outreach is Weak and… Study data will become basis of future scorecard metrics 17