In partnership with the MSRC and the Orange County Fair and Event Center, the OC Fair Express bus service returned for the 2012 fair season. The Orange County Fair is a 120 year old tradition and is considered the 9th largest fair in the nation with over 1.3 million visitors. The popularity of the fair results in high weekend traffic congestion that exceeds the current capacity of the roadways and intersections in close proximity to the fairgrounds. The level of service is especially impacted at the intersection of Del Mar Avenue and South Newport Boulevard, as well as the on?ramps and offramps of the Costa Mesa (State Route 55) Freeway for the fair exits. The traffic congestion not only results in harmful emissions from idling autos, but also poses safety concerns resulting from autos cueing onto the freeway mainline.
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To satisfy the anticipated demand and in response to customer feedback received, the 2012 Orange County Fair Express service was expanded from five to seven routes serving the eight transit facilities. The new added routes serve the Laguna Hills Transportation Center (Line 683) and the Irvine Transportation Center (Line 688). The Orange County Fair Express deployed twenty one (21) 2007/2008 model New Flyer C40LFR Compressed Natural Gas (CNG) buses. Four of these alternative fuel transit vehicles are powered with Cumins 8.9 Liter Cummins ISL?G low?emission engines at 0.2 NOx, with the remaining buses powered by Cummins 8.3 Liter low?emission engines at 1.2 NOx. Each vehicle accommodated 36 seated passengers and 25 standees, and were fully accessible with two wheelchair positions available.
All vehicles are equipped with an exterior two?position bicycle rack as well. The buses were made available for boarding on an hourly basis from 3:00 p.m. to 1:00 a.m. on Fridays, and from 11:00 a.m. to 1:00 a.m. on Saturdays and Sundays. In keeping with OCTA's current fare structure, the service required a $1.50 fare with all applicable fare discounts and passes accepted.
To maximize ridership potential, OCTA undertook a joint messaging campaign in partnership with the Orange County Fair and Event Center. The cooperative effort positioned the bus service as the "Official Transportation Provider for the Orange County Fair," and provided riders with a $9.00 discount off the $11.00 fair admission price. The marketing campaign targeted both current OCTA customers as well as those who were not current or frequent transit users. The comprehensive marketing program included community outreach, radio, print and bus advertising, a door?hanger program, and a proactive media relations campaign.
To lessen traffic congestion impacts on streets and intersections in proximity to the Orange County Fairgrounds, OCTA partnered with the Orange County Fair and Event Center, and the City of Costa Mesa to provide direct, hourly bus service to the Orange County Fair on Friday, Saturday and Sunday from July 13, 2012 through August 12, 2012, for a total of 15 days of operation. The service provided a convenient and attractive alternative to automobile travel by offering transit service directly to the Orange County Fair.
The year-over-year success of the 2012 OC Fair Express service can be attributed to responsive service with convenient pick-up and drop-off locations, value pricing, and a multi?channel promotional mix. Taken together, the service provided 46,365 boardings over the 5?week fair season, which is an 80.4 percent improvement over the prior year's total ridership of 25,699. Ridership along the 5 routes operated last year also increased by 4 percent to 37,521 boardings, which is a more direct comparison between the services provided in 2011 and 2012.
The combination of effective marketing strategies, a valuable discount for admission to the fair, and detailed operational planning made the Orange County Fair Express service a great success. Detailed operational planning was conducted prior to the commencement of the service and debriefing meetings were held throughout the operating period. The problems encountered were primarily related to passenger information and operational challenges that are an outcome of this high demand service. Strategies have been developed to ensure improvements are made in both areas.
City of Costa Mesa