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AMTRAK: Focus Group Proposal

Corsina Perez and Sarah Laupan

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Focus Group Emphasis

The excitement for the Madison-Milwaukee-Chicago route that was generated by Chicago’s 2016 Olympic bid focused on the importance of the rail route to the potential influx of tourism that the would be provided by Madison being the home to all cycling events. In light of the IOC’s decision to not choose Chicago for the 2016 Olympics, Amtrak, as well as the Wisconsin state government, plan to continue to pursue the developed plans. To move forward, we need to know what the opinion is of the travelers that would potentially make the most important use of the Madison-Milwaukee route’s 6 daily trips – the commuters who already routinely travel between Madison and Milwaukee.

Madison-Milwaukee Route: Current

Commuter Attitudes

+Madison-Milwaukee Commuters

n MCTS Vanpool Members n Vanpools are a State Gov’t run program for commuters

n List of Vanpools and their Coordinators’ contact info are listed on Dept. of Administration’s website

n Contact Vanpool Coordinators for members’ contact info, then contact members individually by phone

Process for Group Selection

+Madison-Milwaukee Commuters

n Selection of group members – 4 men, 3 women

n Members will receive invitation by phone to participant 4 weeks prior to event n Rundown of procedure, including video recording

release

n Members will receive reminder postcard 1 ½ weeks prior and a phone call 2 days prior n Both including mention of video recording

Process for Group Selection

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Meeting Logistics

n  Held at Monona Terrace in Madison

n  Wisconsin Room

n  Saturday, December 5th, 2009 n  Beginning at 2pm

n  Will run about 1 ½ hours

n  Utilizing laptop, projector, and screen for short presentation and questions

n  2 Amtrak Representatives n  1 Presenter, 1 Note-taker/Time keeper

n  Provide Juice, Coffee, Tea, Fresh Fruit and Light Pastries

n  Conference-style table set-up with chairs for 7 members & Note-taker

n  2 Cameras placed in opposite corners

+Day of Schedule

n 12pm – Amtrak Reps arrive at Monona Terrace. Set-up and equipment test.

n 1:45-2pm – Participants arrive. Meeting begins at 2pm. n  5 minutes – Introductions, overview of proceedings for

participants and Video Recording Release review, signing and collection. Notepads and pens will be provided for participants.

n  5-10 minutes – Brief informative presentation about the Madison-Milwaukee route plans including proposed service locations, fares, etc. Time allowed for participants to ask any questions.

n  60-75 minutes – Questionnaire given orally by Presenter. Note-taker will take brief, handwritten notes and try to keep question times to about 10-13 minutes each.

+Questionnaire

1.  Have you ever taken an Amtrak train before? If not, is there a reason? If yes, what was your experience like?

2.  Would you consider high speed rail as an option for your daily commute to Milwaukee?

3.  What would be your perceived benefits of this type of service?

4.  What would be your perceived drawbacks of this type of service?

5.  In your opinion, what would be the ideal location for the Madison station?

6.  With the recent announcement of Rio de Janeiro hosting the 2016 Olympics, do you believe that the idea for the high-speed Milwaukee-Madison route is still a valid idea? Why?

+Post-Group Meeting

n Participants will be thanked for their involvement by Representatives and given a gift bag upon their departure.

n Gift bags include: n  Visitor’s Guide from VisitMadison.com

n  Coupon offers from: UW Bookstore, Serrv, Pop Deluxe!, Brocach Irish Pub, Uno Chicago Grille, Madison Children’s Museum, Madison Museum of Contemporary Art, Wisconsin Veteran’s Museum, Amtrak Companion Fare Coupon

n  Our Business Cards and Contact Information

n Participants will be sent a Follow-up Thank You letter, Anonymous Response Form and SASE to respond to the Focus Group experience three days after

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What We Hope to Learn

From the focus group we hope to get a better idea of the general opinion and attitude of the project from Madison commuters, our biggest potential audience we aren’t currently serving that we could gain by the completion of the project.

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Total Project Costs

n  Location Costs

n  Room Rental - $210

n  Technology costs - $175

n  Catering - $153.31

n  Parking (for 8 cars) - $80

n  Materials

n  Custom Notepads and Pens - $58.40

n  Postcards - $11.63

n  Envelopes - $5.88

n  Postage - $8.12

n  Printing - $3.15

n  “Extras”

n  Companion Fare Coupon – up to $420

n  Gift Bags - $35

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Total Project Costs

(Continued)

n  Man-hours – Total 39 hrs. @ $25/hr = $975

n  Participant Selection – About 7 hrs.

n  Logistics Preparation – About 6 hrs.

n  Day-of work – 8 hrs.

n  Post-Event Info Gathering, Research, and Presentation of Findings – 18 hrs.

n  Company Reimbursements

n  Business Mileage – 157.64 miles at $0.55/mile = $86.71

n  Meal Reimbursement - $30

Potential Total = $2,252.20

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Questions or Comments?