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(Francisco Kjolseth | Tribune file photo) People load up on Utah Transit Authority's new bus line called MAX, Utah's first bus rapid transit line that connects Magna and West Valley City to the TRAX line at the Millcreek TRAX station at 3300 South 210 West.
New UTA goals include doubling ridership by 2020

Agency moving forward with ambitious plan focused on meeting the needs of its customers.

First Published Oct 28 2013 01:01 am • Last Updated Feb 14 2014 11:36 pm

Utah Transit Authority has a new official goal to double its current ridership by 2020.

By then, it has another new goal: To cut 25 percent off the overall time for customers’ trips — including delays, waiting for transfers, getting to and from bus or train stops.

At a glance

Eye to the future

Among the Utah Transit Authority’s many new goals for 2020 are:

» Double ridership

» Reduce average customer trip times by 25 percent

» Increase levels of service by 50 percent

» Support full funding of the 2040 Unified Transportation Plan, which UTA says would require higher sales taxes.

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Yet another new goal calls for increasing service levels 50 percent by restoring some bus service, mostly nights and weekends, cut recently to pay for operating five rail lines built in the past five years.

Bonuses for executives — which have been large and controversial — also will be tied to making major progress annually on these goals.

Achieving all of that may sound wonderful, but it would come with a cost.

Success depends on "full funding of the 2040 Unified Transportation Plan" adopted by regional and state planning agencies for new mass transit projects and restored operations. UTA recently told the Legislature that fully funding the plan would require a 67 percent increase in its share of sales taxes.

Customer focus • UTA’s board gave final approval this week to its new "2020 strategic goals," developed after three separate day-long retreats with local elected officials, business leaders and rider groups.

"The most commonly heard message from the stakeholders was that UTA should first and foremost focus on our customers," says a document explaining the goals. "Knowing what our customers want and need, and responding accordingly, should be UTA’s core mission."

So many of the new goals focus on attracting riders, cutting travel time, increasing service and "offering new fare products and equitable fare policies," including working toward basing fares on distance traveled instead of a flat fee for trips of any length.


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"We want to make sure we keep moving forward" after completing $2.5 billion worth of TRAX, FrontRunner and streetcar lines in five years, said UTA board member Charles Henderson, who led the charge to develop the new goals.

Tax hike • Atop the goal list is "full funding of the 2040 Unified Transportation Plan."

Bruce Jones, UTA’s general counsel, told lawmakers earlier this year that funding the plan would require raising UTA’s share of sales tax from about six-tenths of a cent to a full penny for every $1 spent, a 67 percent increase. UTA now receives about $207 million annually in sales tax revenue, about five times more than the $47 million it currently gets from passenger fares.

To increase the transit sales tax would require the Legislature to raise current caps. Then counties would have to put the increase on the ballot for voter approval, Jones said.

He also told legislators that while UTA could operate its new rail lines without increasing sales tax, "it would not permit the additional capital projects that we feel the community is insisting upon. And we think a good transit system would include a restoration of some of the bus services … not presently in our plan."

Besides hoping to offer more frequency on bus and train routes, long-term UTA plans include numerous "bus rapid transit" lines that are like TRAX on rubber wheels, where buses have dedicated traffic lanes and the ability to turn traffic signals in their favor. It also is looking at long-term streetcar, commuter rail and TRAX extensions.

Yearly steps • The board also adopted goals for just 2014 as first steps toward the 2020 ambitions. Managers must largely meet those yearly goals to earn annual bonuses. Among 2014 goals is for managers to "develop a plan to educate and inform" the public and partners "on full funding and implementation of the Unified Transportation Plan."

The Tribune reported earlier this year that top UTA executives split $750,000 in 2012 bonuses for meeting goals deemed too easy by critics. It included bonuses of $25,000 each to some officials who earn more than $300,000 a year.

New goals they must hit next year for bonuses include increasing ridership by 4 percent over 2013 numbers. Some UTA board members were concerned that growth target would not get them to the 2020 ridership goal.

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