With ridership flat or in decline at about five million users a year, Sudbury Transit is looking to shake up its routes this year with an eye on attracting more riders.
Last year, for example, fare revenue was about $240,000 less than forecast. Transit Director Michelle Ferrigan said a route optimization study will begin sometime in the next few months.
"It's going to be a really comprehensive analysis of the current route structure, service levels, population densities and we're going to look at our routes and see if some need to be added, eliminated or adjusted," Ferrigan said Wednesday.
"This study will analyze data, but it will also be going out for public input. That's a really important component to the study. We want to gather information from riders and non-riders, just to identify the primary barriers to transit usage."
The goal is to get a better understanding of why more people aren't taking the bus, and what changes would lead to more ridership.
"It's time that we take a good look at our system, make sure we have the proper service levels that meets everyone's needs, and see if we can attract some new riders," Ferrigan said.
"We're expecting it to help with the ridership."
City council ended a pilot project this year that gave free rides to seniors on Monday.
Ferrigan said a replacement program that will offer residents who need it discounts to ride the bus is in the works.
"So we'll be looking at income as opposed to age," she said.
That report is due this year, and will likely include a means test and will offer discounts on more than just transit passes. In the meantime, transit already has a program aimed at low-income residents.
"The affordable pass program started last year,” Ferrigan said. "If they qualify, they get a discounted pass and the cost is $43."
To qualify, you must be a resident of Sudbury, working full, part time or casual, be between the ages of 18-64 and living with low income or in receipt of social assistance.
Transit has also introduced day passes for individuals or families that allow them to ride all day at a discounted rate.
"We've had some uptake and we're expecting more,” Ferrigan said. “It is a new fare, so we're hoping to see more of them purchased."
Transit is also adding nine new buses this year, she said, a boost to the 59-vehicle fleet.
"And we're are doing some ongoing improvements to our wayfinding system that we started implementing last year, just to make it easier for passengers to find their way around the city."
The city's budget for transit is about $18 million, with fares bringing in about $8 million a year.
The province, through its gas tax fund, also contributes and will fund some of the new buses being added this year.
