Mendocino Short Range Transit Development Plan (2012)

MTA operates local routes, long-distance intercity routes and demand response services cover a large county that includes the inland communities of Ukiah and Willits and the coastal communities of Ft. Bragg, Point Arena and Gualala. Transit Marketing and Mobility Planners collaborated to develop a Short Range Transit Plan and companion Marketing Plan for transit services throughout Mendocino County. The foundation of the planning process was an extensive market research and outreach effort that included:

  • Onboard Survey of passengers on both local and intercity routes
  • Ridecheck on all local routes
  • Public meetings in Ukiah, Willits, Ft. Bragg, Pt. Arena, and Boonville
  • Interviews with bus operators and front line staff
  • Extensive stakeholder interviews throughout Mendocino County, including all senior centers, social service agencies, Mendocino College administration, elected officials and others.
  • Consultants rode all routes and conducted personal interviews with riders

The SRTP included detailed service enhancement recommendations, mobility management strategies, and a detailed plan of marketing strategies for increasing ridership and revenues. Three financial scenarios were created to allow for the uncertainty surrounding both state and federal funding of public transportation.

Exec Sum 3-12-12

MTA Discussion Guide on Service Alternatives

Sample Planning Chapter

MTA Financial Scenarios Discussion Guide 11-17-11





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