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CAP Fiscal Year 2000 Annual Report
July 1, 1999 Through June 30, 2000
At the start of the new millennium, the Commuter Assistance Program continues to offer a truly regional program that provides services to commuters not only in Arlington, but throughout Northern Virginia, the District and Maryland. The annual report is a necessary tool to identify the achievements and flaws of CAP and how they can be corrected for future success. The Commuter Assistance Program’s fiscal performance for FY 2000 is described below.
The Commuter Store™ and CommuterPage.com®
Record Number of Fares Sold. During FY 2000 the stores sold a record $4,287,264 in tickets, tokens and passes (fares) an increase of 16% versus $3,605,769 sold in FY99 and 31% more than the $2,958,733 sold in FY98. Crystal City sold $2,017,187 in fares, Ballston sold $626,871 in fares and Rosslyn sold $879,502 in fares for a significant 21% increase over the past fiscal year.
The most significant increase in fare sales for FY 2000 was on the Internet. Sales via CommuterPage.com®’s Commuter Direct™ service were $763,702 or 17.48% of total sales volume versus $447,602 or 12.4 % in FY99. These numbers indicate a 71% increase in Internet sales over the past fiscal year alone. As Crystal City staff is responsible for fulfillment of Commuter Direct sales, they are included in that store’s sales figures.
More Retail Customers, Many More Internet Customers. Overall, the number of store customers has remained fairly steady over the past fiscal year. During the Fiscal Year 2000 the Commuter Stores™ served 149,165 customers. Crystal City served 63,058 customers for a 42% share, Ballston served 22,323 for a 15% share and Rosslyn served 60,784 for a 41% share and a 5% increase over FY99.
The number of Internet visitors via CommuterPage.com®’s Commuter Direct™ service saw an unprecedented amount of growth. CommuterPage.com® continued as the region’s best one-stop-shop for commuting news and information serving over 19,000 “visitor sessions” per month, or over 200,000 annually, surpassing the total customers served at The Commuter Stores.
New and Improved Websites. In September 1999 a new and improved version of CommuterDirect.com was introduced to the public. The new Commuter Direct™ included an updated, color-coded, user-friendly design, more functions and new navigation tools making ticket and pass ordering easier, more convenient and secure. Persons familiar with the big online retail merchants will find the new CommuterDirect.com payment, shipping and personal accounting works very similarly.
On the third anniversary of its March 1997 launch, the CommuterPage.com® was re-introduced with a new upgraded and redesigned news portal format, similar to major newspaper sites. Specifically, the site’s new Commuter News interface brings together topical transportation news gathered from other sources and combines them with the practical day-to-day commuting information already featured on the site. The news is updated daily on the site’s main top page and each of the top pages of the various topical areas (Metro, Carpool, Traffic, etc.) and provides commuters with the absolute latest up-to-date information.
The VTA Innovative Program Award. Each year the Virginia Transit Association presents one Innovative Program Award that “gives recognition to significant, innovative activities that improves the honoree’s organization, management and services.” In 1999 CommuterPage.com® was selected for the breadth and depth of information, as the stop of choice for DC area commuters, as it is the only site with access to all the information and services a local commuter may need. CommuterDirect.com™ was recognized as a national model in online transit ticket and pass sales ($500,000 in sales this past fiscal year) that provides customer conveniences and functions like larger commercial e-commerce sites. Together, the sites are honored for continuing to excel in customer service innovations and offering efficiency and savings in backend operations.
Other Highlights.
- Ozone Action Days Award. CAP’s special efforts to promote the regional Ozone Action Days, including web page postings and promotion to Arlington employers, were rewarded at the November 1999 meeting for Clean Air Partners.
- Orange Line 20th Anniversary Celebration. On December 1, 1999, CAP organized a big celebration at Orange Line stations for twenty years of Metro and smart growth in Arlington.
Arlington Transportation Partners’ Employer Services
Arlington Transportation Partners employer services program grew from 127 “member” companies in 1998, to 239 companies in 1999 and 290 companies in 2000. These companies represent 66,352 employees, or 33% of Arlington’s at-place employees.
ATP’s employers are classified by levels that correspond to the Metropolitan Washington Council of Governments Commuter Connections’ Employer Services criteria (Level-1 – meeting with a company; Level-2 – buy in, information distribution; Level-3 – Metrocheck and other high level programs such as an ETC; Level-4 – shuttle and other capital expenses and more. The ATP’s adapted employer classification of the COG model is as follows:
- Level 1 (Bronze) Employers express some interest in commuter programs and distribute information to their employees
- Level 2 (Silver) Employers actually market commuter benefits to employees
- Level 3 (Gold) Employers offer incentives for Commuter Programs, such as Metrocheck
- Level 4 (Platinum) Employers offer more than one Level 3 program
Based upon these Levels, thirty-five percent (35%) of the 290 ATP network employers are classified as participating at Level-1, twelve percent (10%) at Level-2, fifty percent (50%) at Level-3 and five percent (5%) at Level-4.
Other Highlights
- Approximately 150 of our 290 Employer participants provided Metrochek for their employees.
- ATP encouraged “client” employers to recognize Ozone Action Days in an effort to reduce air pollution.
The ATP network continues to experience steady growth in providing employers with unique on-site TDM programs.
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