Santa Cruz Trolley:!Ridership and Awareness Survey

Prepared by

WHO DID WE SURVEY?

Q2. Are you taking this survey on the Trolley?

49% 51%

Yes No

Q1. What day is it?

46%

54%

Monday, Tuesday, Wednesday, Thursday, FridaySaturday, Sunday

4 Main Segments:(75 people in each)

307 total respondents• Weekend Trolley Riders • Weekday Trolley Riders • Weekend Visitors (Not on the Trolley) • Weekday Visitors

WHO DID WE SURVEY?

WHO DID WE SURVEY?

WHO DID WE SURVEY?

WHO DID WE SURVEY?

WHO DID WE SURVEY?

WHO DID WE SURVEY?

WHO DID WE SURVEY?

THERE’S STRONG DEMAND FOR THE TROLLEY

Very likely

Somewhat likely

Not likely

Not at all likely

0% 22.5% 45% 67.5% 90%

TotalWeekend Trolley RidersWeekday Trolley Riders

Q11. How likely are you to ride the Trolley again?!

83% of Trolley Riders said they were very likely to ride it again.

THERE’S STRONG DEMAND FOR THE TROLLEY

Q17. How likely are you to ride the Trolley in the future?!

87% of Visitors (not riding the Trolley) said they were somewhat to very likely to ride it now that they know about it.

0%

15%

30%

45%

60%

Very likely Somewhat likely Not likely Not at all likely

TotalWeekend VisitorsWeekday VisitorsVisitors - BeachVisitors - Downtown

BUT PEOPLE DON’T KNOW ENOUGH ABOUT IT

Q6. How did you find out about the Trolley?!

56% of people learn about the Trolley by seeing it, 28% by word of mouth

Noticed it on the street/ bell ringing

Word of mouth

Street markings

Signage

Website

Downtown Kiosk

Saw a sponsor’s sticker

Hotel or concierge

Social Media

Conference & Visitors Council

0% 15% 30% 45% 60%

TotalWeekend Trolley RidersWeekday Trolley RidersTrolley - Boarded at the BeachTrolley - Boarded Downtown

BUT PEOPLE DON’T KNOW ENOUGH ABOUT IT

Q15. Are you aware there is a trolley that runs between the downtown and beach Boardwalk areas?

57% of Visitors Downtown know there is a trolley, 43% of Visitors at the Beach know about it

0%

15%

30%

45%

60%

Yes No

Total Weekend Visitors Weekday VisitorsVisitors - Beach Visitors - Downtown

BUT PEOPLE DON’T KNOW ENOUGH ABOUT IT

Q16. Have you ridden the trolley before?

40% of Visitors Downtown who knew about it had ridden it. 23% of Visitors to the Beach who knew about it had ridden it.

That’s 23% of all Downtown Visitors and 10% of all Beach Visitors.

0%

20%

40%

60%

80%

Yes No

Total Weekend Visitors Weekday VisitorsVisitor-Beach Visitor-Downtown

WHAT ARE THEY SAYING/SUGGESTING?

More destinations

Better signage & promotion

More frequent service

More linkage w/ parking

Eliminate 25 cent fee

0% 15% 30% 45% 60%

TotalWeekend Trolley RidersWeekday Trolley RidersWeekend VisitorsWeekday Visitors

Q18. What is the primary way that you would improve the Trolley? (Pick 1)!

People riding the Trolley want more destinations. People not riding the trolley want more information about it.

WHAT ARE THEY SAYING/SUGGESTING?

Q19. What suggestions do you have to improve the Trolley? (If you don't ride it currently, what would make you more likely to ride it in the future?)

CommentsMake it clearer that the stop at the beach is also the only stop, or the closest stop to the boardwalk. We initially didn't realize that is was the last stop and had to ride it over again.more designated visual signs, route maps along boardwalk, locals knowing where closest pick ups are!!!! frustrating first exp. but hopefully the ride back will be better.had seen the trolley but had no idea what it is or where it goes. wish we went downtown more. need more info on what restaurants are there or exhibits or events there. museums. good if it ran as long as the boardwalk is open. why move the car and repark? great idea. I come here three times a year from SF religiously. its a great getaway. i always avoid the crazy traffic times. not going to try and leave at 5p.run all year long. Paid $15 for parking. if i could have avoided that. it was my first time here. we looked up the santa cruz boardwalk online, if they promoted the trolley there we would have used it.link up with parking. id seen the trolley before but didnt know where it goes. and thought it more expensivethere should be more signs about the trolley because i didn't even know there was a trolley

WHAT ARE THEY SAYING/SUGGESTING?

Q22. On a scale of 1-5, how would you rate traffic and parking in Santa Cruz?!

0%

12.5%

25%

37.5%

50%

5. Excellent 4. Good 3. Fair 2. Bad 1. Horrible

Total Weekend Trolley Riders Weekday Trolley RidersWeekend Visitors Weekday Visitors

Overall people are pretty satisfied, or at least, undeterred by parking and traffic. 77% of respondents rated it “fair” or better.

WHAT ARE THEY SAYING/SUGGESTING?

Q24. Where are you from?!

Locals use the Trolley too - 26% of Weekend Trolley Riders and 48% of Weekday Trolley Riders are from Santa Cruz County.

Total

Weekend Trolley Riders

Weekday Trolley Riders

Weekend Visitors

Weekday Visitors

0% 17.5% 35% 52.5% 70%

California Santa Cruz CountyAnother country Another State

RECOMMENDATION 1

Better Signage with Maps of the Trolley Route

RECOMMENDATION 2/3/4

Integrate Service and Marketing with the Boardwalk.

INTEGRATED TROLLEY/PARKING SHUTTLE MAP

P

P

P

PP

P

P

P Parking Buses stop at all adjacent parking

Additional Stops

Trolley

Parking Shuttle

P

RECOMMENDATION 5

Better Signage and Promotion for Downtown Parking

RECOMMENDATION 5

0%

15%

30%

45%

60%

Very likely Somewhat likely Somewhat unlikely Not at all likely

Total Weekend VisitorsWeekday Visitors

Q14. How likely are you to go to the Beach/Boardwalk today?!

63% of Weekend Visitors Downtown were somewhat to very likely to go to the Beach.

RECOMMENDATION 5

0%

12.5%

25%

37.5%

50%

Very likely Somewhat likely Somewhat unlikely Not at all likely

Total Weekend VisitorsWeekday Visitors

Q13. How likely are you to go Downtown Santa Cruz today?!

51% of Weekend Visitors to the Beach were somewhat unlikely to not at all likely to go Downtown.

IMPLEMENTING SOLUTIONS

Try cheap quick prototypes of new solutions and measure results. This survey provides a baseline.