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METRO CEO & General Manager, Terry Garcia Crews, takes time from packing her belongings in Austin, Texas to talk with Soapbox Managing Editor Sean Rhiney about public transportation and her move to Cincinnati. Garcia Crews started on the job this Monday.
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Q: You have twenty years of experience in public transportation. I'm curious, as you initially look at our region what do you see are our strengths and weaknesses, and what role does Metro play?
A: Cincinnati has many Fortune 500 employers and solidifying partnership with these major employers is critical to Metro's success in building ridership. Regionalization is another important aspect and ensuring that Metro is as player in this and providing the transportation network that is necessary to support regionalization. Alternative transportation modes, like the streetcar, are often ways to promote public transportation and provide a foundation for economic growth. The streetcar can be a pivotal point for development within the downtown and surrounding areas. Like many transportation systems across the United States, the challenges lie in the financial stability of the system. Because of the economy and the dependence on taxes coming from the consumer, transit systems funded through sales taxes are facing decreasing revenues and budget deficits.
Q: In particular, what do you see in the next five years as the most important public transportation issues for our city?
A: In the next five years, the most important public transportation issues will center on introducing the streetcar and ensuring that it is a viable transportation option for our citizens and listening to those supporters as well as those that do not support the project. Ensuring that our public transportation system is designed to meet the community's needs and matching the travel patterns that are necessary for employment, medical appointments, and the most commonly visited destination points. Exploring funding options that will strengthen the financial stability of Metro; therefore, fulfilling the vital role of a solid public transportation network.
Q: You've consulted on a lot of national transportation issues. When gas shot through the roof two summers ago, we had a sense that the rising cost of automobile transportation would drive more investment into public transportation, but after gas prices receded we returned to our very car-centric culture here in Cincinnati. Barring another dramatic increase, what do you think it will take to get more commuters and residents to utilize public transportation as their primary form of transportation?
A: For starters, we need to look at the service quality we are providing, Once we have taken an honest assessment of what we are doing well, and what areas we can improve upon, then we must step up to make improvements. Most often, new riders are attracted to service that operates frequently and is convenient to use. It is also imperative that our service is reliable and on-time. We must also provide an environment that is customer friendly.I have found most success in attracting new riders to the system comes when we are able to improve service frequency and provide transfer points for easier connections. Also, explaining how to use the service to new riders is an important step to building the ridership.
Q: You're joining us from Austin, Texas, and much is made about Austin's great quality of life. As a former resident, how important is public transportation to that reputation?
A: The quality of life definitely can support the reputation of public transportation in any city. However, it goes back to service delivery and providing quality service to our customers. Further, public transportation must demonstrate to the rider and non-riders, that we have a role in supporting economic development.
Q: On a personal note, I'm sure you're busy looking for a neighborhood to live in with your family. As a new transplant to the area, how important is access to public transportation and bus service to you when selecting a place to live? Do you and your family utilize public transportation regularly?
A: Yes, I have been looking for a neighborhood that my family and I can embrace. With school age children, an important factor relates to the school curriculum and the academic performance. There are several areas that offer great schools and offer bus routes and park and ride facilities. My goal will be to balance the two priorities. As a leader of the organization, it is important for me to use the service we provide to our community. As far as using public transportation in Austin, I primarily used the service to commute from the transit system to the downtown for business meetings.
Q: There is a perception about bus transportation in many cities - it's underutilized, it's not convenient, it's unclean, etc. How do we combat that image and change public perception to make it a first choice for residents?
A: From a historical reference and being at other public transportation systems, we have demonstrated a shift in the mindset and moved potential riders into being regular consumers of our product. This effort centered on making sure we were delivering a quality product and then promoting the benefits of our product - marketing 101! This is a long-term and deliberate focus on our service delivery. I am also introducing a short-term approach and the concept of getting back to basics: on-time performance, safe, reliable and friendly service. We can accomplish this by listening to our Board members, the riders, our employees and all our external stakeholders. Then, we must develop an action plan that is strategic and establishes attainable objectives.
Q: In Austin, Capital Metro utilized trolley busses with free rides around the central business area. Cincinnati Metro just introduced the "fun bus" but that still requires standard bus fare. As we grow Downtown and Over-the-Rhine into true destination districts, could our own free entertainment routes be far behind?
A: In my own personal opinion, it is important to have some value to a service - even a reduced fare is better than not having a fare. Revenues from fares make good business sense; although fares in most systems are not a primary funding source.
Q: One of our significant transportation developments in the past ten years is the Streetcar. With initial funding in place and work set to begin, how do you envision Metro working with the Streetcar's proposed service?
A: I see Metro working in partnership with community leaders and developers in planning the streetcar implementation. As the primary transportation provider, I see our team assisting with service design, community outreach and overall operational planning, development and support.
Q: Another issue facing Ohio is the topic of 3C Rail - a high speed rail corridor connecting Cleveland, Columbus and Cincinnati. Similarly to streetcars, is there a role for Metro to play in making this a reality?
A: Like any rail project, connectivity to destination points is critical. I believe Metro's role would be to provide those connection points and transport commuters to major destinations points within the City of Cincinnati and other appropriate areas.
Photography by Scott Beseler.
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