UTA won't cite gas to boost ridership

When gas prices began creeping upward at the start of summer, Seattle-based Sound Transit took advantage.

The agency "tweaked" its advertising campaign to aggressively promote mass transit as a less pricey alternative to driving. It targeted motorists with advertisements atop gas pumps — a strategy Sound Transit has used, but only subtly, over the past four years.

The latest gas pump ad?

"Customers, please refrain from smoking, yelling, cursing or crying while filling up. Or, use Sound Transit."

With gas prices at record highs, the decision to be more aggressive has proved quite opportune.

"If it makes people think that the train is an option, that's money well spent," said Tim Healy, marketing manager for Sound Transit.

Along the Wasatch Front, however, transit officials aren't blatantly promoting the bus, or TRAX, over driving a car. Current Utah Transit Authority ads don't mention spiraling fuel prices but instead fea-

ture prominent community leaders talking about the benefits of transit.

UTA's marketing manager, Andrea Packer, says the reason for a comparatively passive ad campaign is twofold. First, most of her advertising budget had already been spent on UTA's current campaign. Planning for the campaign began last fall, when gas prices weren't as much of an issue.

"It certainly wasn't the fevered pitch we've seen this year," said Packer.

Second, UTA's TRAX system is operating at capacity. Used cars were obtained to add on to the system, but the money hasn't been available to refurbish many.

"The trains are full, and of course we want to promote ridership, but we care about the comfort of our riders," said Packer. "We have the responsibility of doing something, but not something so we get to the point where we are just flooded."

Packer said the current advertising campaign is to show residents how transit is being used in the community. "It's so people get the idea that if you don't ride or use it," she said, "you still benefit from it."

Compared to last year, overall ridership on UTA services (bus, TRAX, paratransit, van pool) has increased in each of the past eight months. In August, when gas prices hit a high of $2.53, ridership was up 2.53 percent.

Ridership numbers aren't available for September, when pump prices hit $3 a gallon.