Mass Transit magazine features agency profiles, industry trends, management tips and new product information.
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FARE COLLECTION 24 | Mass Transit | MassTransitmag.com | FEBRUARY 2015 so administrators for these pro- grams quickly became some of GoPass' biggest advocates. Special Events Another important mobile ticketing aspect to explore was special event ticketing and the opportunity to bundle the event and transit tickets together. In April 2014, North Texas hosted the NCAA Final Four, for which DART ofered special transit tickets on its mobile app. Cus- tomers could click on a link in the NCAA web- site and go directly to the GoPass app or website. More than 85 percent of all shuttle tickets for this event were sold and delivered through GoPass. Tis statistic demonstrates that even visitors will download and use a transit mobile app, as well as the importance of having a good link with the promoter, both fguratively and literally. DART is ofering a single ticket on GoPass serving as both transit and event ticket. In July, they tested this approach by ofering customers transit tickets and tickets to the Dallas Zoo in the GoPass app. In September, DART introduced general admission tickets to the Texas state fair, the annual attendance of which is more than 2.5 million visitors. Obviously, this method will be easier for general admission events like museums or parks; however, there is the potential to apply it to assigned seating events as well. Te benefts of ofering special event tickets in GoPass are many. First, getting new riders who do not commute via DART brings new customers to the transit agency. Second, putting infor- mation about these special event tickets in the app means that commuters learn new ways to use transit. Lastly, our adult customer gets to see DART light rail through the eyes of his or her child — as an adventure — instead of just a way to get to work every day. Several transit agencies have launched mobile ticketing apps and all have had very positive feedback from their cus- tomers, ofering strong evidence that the public is ready and eager to pay for transit products via mobile devices. Mo- bile ticketing ofers many advantages for transit agencies and can be readily de- ployed on a system-wide basis at a rela- tively low cost. It is highly adaptable and permits and encourages innovation in transit product oferings. Mobile tick- eting currently provides a "cool factor" that demonstrates the transit agency is staying abreast of changing technolo- gies and is keeping up with the new and younger transit customers who virtually live on their mobile devices. Tis truly is a payment method that does increase revenue, reduce costs, increase ridership and increase customer satisfaction. David Leininger is the executive vice president at DART. Lawrence Sutton is project manager for transit and rail technology for CH2M Hill. Emission Standards Exhausting your Budget? From Turbo to Top Stacks Grand Rock has it all, at tremendous savings. Pipes, clamps, fex components, DOC's you name it, we have it! You won't be exhausted working with Grand Rock. 395 Fountain Avenue, Painesville, OH 44077 440.639.2000 local • 800.321.3674 N. America www.grandrock.com • Email: sales@grandrock.com For more information, visit www.MassTransitmag.com/11677665 A DART rider shows his ticket in the GoPass app. DART TESTED a GoPass single ticket offering customers transit tickets and event tickets in one, partnering with the Dallas Zoo and the State Fair of Texas.