City transit continues to attract more passenger

More people are riding the buses in Thousand Oaks but a city transportation official isn't exactly sure why.

It may be because of the sharp increase in gasoline prices, says Transportation Analyst Roy Myers. Or it could be a result of the new branding and marketing program the city is using to promote public transit.

"There are a lot of factors going on that make it difficult for us to determine the cause," Myers said.

Since 2001, use of city buses has steadily risen by about 7 to

10 percent annually, said Myers, but the biggest jump has been in the past few months. Ridership increased by 41 percent, the biggest since the inception of the city's public transportation system in 1980. Nearly 17,000 riders used the system in March alone. Last year, 140,000 riders used the system. This year, as of April, that number was already at 137,000, with two more months to go in the fiscal year.

"We're experiencing heavier ridership at key times during the day, primarily commuter times," Myers said.

Other transportation providers are also reporting that more people are taking mass transit, including Metrolink, the Southern California regional train service, according to Myers.

"Metrolink is definitely way up and they haven't changed anything," Myers said.

Last year, the city hired an outside marketing firm to help develop a promotional plan to help increase awareness and use of buses. As a result the transit system logo was altered include the city's oak tree symbol on all buses, publications, bus schedules and marketing ads. Additional changes include a bilingual public outreach campaign, and radio and print advertising.

Six buses are in operation, all owned by the city, with capacity for 25 passengers each. Drivers are provided through a contract with MV Transportation.

Four regular bus routes serve Newbury Park, Thousand Oaks and Westlake Village that make stops at all major city destinations including The Oaks mall, Janss Marketplace, the Civic Arts Plaza, the teen and senior centers, and the public high schools. Service is available Mondays through Fridays between 6 a.m. and 7:30 p.m.

The fares range from 25 cents for low income seniors to $1.

For information, call (805) 375-5473 or visit the websit at www.totransit.org.