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FROM: KIMBERLYYU INTERIM CHIEF CO

One Gateway Plaza Los Angeles, CA 90012-2952

213.922.200 0 Tel metro. net

JULY 25, 2013

SUBJECT: GATE LATCHING COMMUNICATIONS PLAN- ADDITIONAL INFORMATION

ISSUE

The Gate Latching Communications Plan, addressing Director Antonovich's motion in June 2013 (see attachment A), was provided to the Board on July 22, 2013. This plan has been updated to include future latch ing schedules for the Gold, Green, Blue and Expo Phase II lines. Please see attachment B for these updated schedules.

The plan for future latching of the rail lines will include initializing the pre-launch awareness campaign, launch of special events, and station specific outreach as outlined in attachment C.

ATTACHMENTS

A. Antonovich Motion, June 2013 B. Updated Schedules C. Communication Plan, dated July 22, 2013

Prepared by: Warren Morse, Deputy Executive Officer, Communications, (213) 922-5661 Cary Stevens, Director, TAP Tech System, UFS, (213) 922-2401

ATTACHMENT A

MOTION

CHAIRMAN ANTONOVICH

GATE LATCHING SCHEDULE PROVIDED TO THE PUBLIC

Last week the Metropolitan Transportation Authority latched gates at Union Station. MT A has a timeline in place to latch more gates over the next few months. However, this timeline needs to be better communicated to the public so that all of our transit riders can plan in advance and know what to expect prior to their arrival at our stations. This predictability will save time for our customers. Furthermore, this communication will inform the public of MT A's commitment to prevent free loaders.

I THEREFORE MOVE that the CEO communicate the latching of the gates timeline to the public through a communication plan with a report back to the Board in 30 days.

35

ATTACHMENT B

UPDATED GATE LATCHING SCHEDULE

Gate Latch Date Gold Line

Sierra Madre

10/14/2013 Allen

Lake

10/21/2013 I Mariachi Plaza Soto

Gate Latch Date Green Line

Marine

12/2/2013 Redondo

Douglas

EISegundo

Mariposa

12/9/2013 Aviation

Hawthorne

12/16/2013

I Crenshaw

Harbor

Vermont

Avalon

12/23/2013 Long Beach

Lakewood

12/30/2013 I Norwalk

Gate Latch Date Blue Line

Slauson

1/6/2014 Firestone

Compton

Artesia

1/13/2013 Del Amo

Imperial/Wilmington

Gate Latch Date

TBD (Scheduled for

2016)

TBD (Under discussion)

Expo Phase II*

Palms

Westwood/Rancho Park

Expo/Sepulveda Expo/Bundy 26m St./Bergamot 17m St./SMC

Downtown Santa Monica

*Expo Phase I not gated

TO:

THROUGH :

FROM:

SUBJECT:

ISSUE

One Gateway Plaza

Los Angeles. CA 90012-2952

ATTACHMENT C

2 13.922 .2000 Tel m etro. net

JULY 22, 2013

BOARD OF DIRECTORS

ARTHUR T. LEAHYbvt~ CHIEF EXECUTIVE O~~R ~ KIMBERLYYU INTERIM CHIEF COMMUNICATIONS OFFICE

GATE LATCHING COMMUNICATIONS PLAN

Following the successful campaign to transition Metro Ra il riders from paper tickets to TAP cards last fall , Metro launched an informational campaign in Spring 2013 to advise customers that gate latching would be instituted on the Metro Rail system. At the June 27, 2013 Board meeting, Director Antonovich requested a report on the communications plan used in these efforts.

DISCUSSION

Metro Rail riders have been exposed to many messages over the past several years about the importance of using their valid TAP cards when entering stations, either at turnstiles or stand alone validators. These messages intensified last fa ll when the sale of paper tickets was discontinued and all fares had to be purchased on TAP cards, in anticipation of the start of gate latching. Examples of these messages are shown in Attachment A.

When the decision was made to implement gate latching using a schedule that would begin on June 19, 201 3 and latch one or two additional stations each week over a period of several months, Metro launched a campaign to insure that riders would be aware of the change and have personal assistance at each station as it was latched. The campaigned involved Pre-Launch Awareness activities, a Launch Event, and on­going Station-Specific Outreach during and after launch.

Pre-Launch Awareness To advise customers that gates would be latched and condition them to use valid TAP cards when entering the system, the following methods were used starting in early June 2013. Examples of these items are shown in Attachment B. A schedule of newspaper ad insertions is shown in Attachment C.

• Posters inside all buses and rail cars -displayed starting June 3, 2013 • Posters on walls in all underground rail stations- displayed starting June 3, 2013 • Ads on video monitors in rail stations- displayed starting June 3, 2013 • Brochures on buses and trains in 10 languages -distributed starting June 3, 2013;

also distributed by TAP representatives at stations (see Station-Specific Outreach) • Web banners on metro.net -linking to complete information and latching schedule­

posted starting June 3, 2013 • Newspaper ads- in more than 90 publications, in 7 languages, from June 10-28,

with referral to latching schedule on website • TVM Instructions -large and small instructional banners at ticket vending machines

- posted starting June 3, 2013 • Audio announcements on Metro Rail trains- started July 19, 2013 - reminding riders

to TAP when using turnstiles • Audio announcements on Metrolink trains- started July 19, 2013 - reminding riders

to TAP when transferring to Metro Rail • Metrolink train posters- Designed and produced by Metro for display on Metrolink

trains- advising Metrolink riders on use of latched gates- displayed starting June 1, 2013

• Metrolink brochure - Designed and produced by Metro for distribution on Metrolink trains - advising Metrolink riders on use of latched gates - distributed starting June 1,2013

Launch Event A press event to launch the start of gate latching was held at Union Station on the morning of July 19, 2013. The event received widespread news coverage on television, radio and in print. The latching schedule is included in Attachment D.

Station-Specific Outreach To be sure customers accessing each station were aware of when that station would be latched, the following actions were taken at each station approximately one week before latching at that station began. Examples of these items are shown in Attachment E.

• Floor standing signs at each station - featuring the station-specific date of when that station would be latched- posted one week prior the station's latching date

• TAP representatives- staffing each station all day, seven days a week, starting one week prior to each station's latching, to answer customer questions and hand out brochures in 10 languages about gate latching; staffing maintained for two weeks after start of latching at each station

Gate Latching Communications Plan Page2

• Ads on floor and turnstile blades - posted directly in front of turnstiles at each station one week prior to that station's latching - including date of latching for that station

• New turnstile decals - featuring clearer guidance for turnstile use - including red "Valid Fare Required Beyond This Point" decal on surface of each turnstile

• New Station Validator arrangement at th Street/Metro Center Station -for use by riders transferring between Red/Purple and Blue/Expo lines - set to resemble a turnstile gate array, with new signage advising riders to TAP when changing trains

• New Hands-Free Gate Help phones - installed near turnstiles at each station -motion-activated, enabling riders with disabilities as well as other customers to summon help if necessary to access the turnstiles

• Hands-Free Gate Help brochure - distributed to the disabled community - providing instructions for using the hands-free phones

From the time these communications efforts began in June 2013 to date, Metro's Customer Relations department has recorded no complaints related to gate latching.

NEXT STEPS

These same pre-launch awareness and station-specific activities used at Red and Purple line stations are planned for Gold, Green and Blue line stations when they begin latching in Fall 2013.

ATTACHMENTS

A. Previous TAP reminder examples B. Pre-launch awareness examples C. List of newspaper ad insertions D. Latching Schedule E. Station-specific outreach examples

Prepared by: Warren Morse, Deputy Executive Officer, Communications, (213) 922-5661

Gate Latching Communications Plan Page3

ATTACHMENT A

PREVIOUS TAP REMINDER EXAMPLES

{l) Metro

ATTACHMENT B

PRE-LAUNCH AWARENESS EXAMPLES

TAP is your ticket.

CD ... .,.

PRIORITY SEATINC FOR SENIORS AND OISADLtO . .

• Posters inside all buses • Posted started June 3, 2013

• Posters inside all rail cars • Posted started June 3, 2013

• Posters on walls in underground rail stations

• Posted started June 3, 2013

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• Ads on video monitors in rail stations

• Started running June 3, 2013

• Brochures in 10 languages • Distributed on all buses and

trains • Also distributed by reps at

stations

• Web banners on metro. net­linking to complete information and latching schedule

• Posted starting June 3, 2013

Metrolink is introducing new TAP compatible tickets.

• Newspaper ads in 90+ publications

• Ran June 10- June 28 • Published in 7 languages

• TVM instructional banners placed near ticket vending machines.

• Metrolink train posters produced by Metro for Metrolink.

Metrolink tickets open Metro Rail turnstiles.

• Metrolink train posters produced by Metro for Metrolink.

• Metrolink brochure produced by Metro for distribution aboard Metrolink.

ATTACHMENT C

TAP Gate Latching- Newsgager Ad Insertions

Date Publication Ad Size Language 6/10/13 L. A. Downtown News 1/4 Page BW English 6/10/13 La Opinion 2CoiX 10"BW Spanish 6/11/13 Nor Gyank 5n X 7" BW Armenian 6/12/13 Asian Journal 2 Col X 10"BW English 6/12113 Mid Valley News 2CoiX 10"BW English 6/12/13 Panorama 2 Col X 9.75"BW Russian 6/12113 Philippine Media 2 Col X 10"BW English 6/12113 The Compton Bulletin 2CoiX 10"BW English 6/12113 The Tolucan Times 2CoiX 10"BW English 6/13/13 Asian Pacific News 2 Col X 10"BW Thai 6/13/13 Beach Reporter 3/8 Vertical BW English 6/13/13 Beacon Media Full Group 2CoiX 10"BW English 6/13/13 Beverly Hills Weekly 1/2 Pg Vert BW English 6/13/13 Culver City Observer Group 1/4th Page BW English

Culver City Nws/Biue Pacific 6/13/13 Group 2 Col X 10"BW English 6/13/13 Downey Patriot 2 Col X 10"BW English 6/13/13 Eastern Group 2 Col X 10"BW English 6/13/13 Easy Reader 1/2 Pg Vert BW English 6/13/13 Gardena Valley News 2CoiX 10"BW English 6/13/13 Gazette Newspapers 2 Col X 10"BW English 6/13/13 Herald Pubs Group 1/4th Page V English 6/13/13 Inglewood Today Weekly 1/4th Page BW English 6/13/13 L.A. Watts Times 2CoiX 10"BW English 6/13/13 LA Independents 2 Col X 10"BW English 6/13/13 LANG Metro Group 2 Col X 10" BW English 6/13/13 Los Angeles Sentinel 2 Col X 10"BW English 6/13/13 Our Weekly LA 1/3 Pg Vert BW English 6/13/13 Pasadena Weekly 2/5 Vertical BW English 6/13/13 Park La Brea Nws/Bev Press 2CoiX 10"BW English 6/13/13 PV Peninsula News 2CoiX 10"BW English 6/13/13 SVF Sun\EI Sol 2 Col X 10"BW Spanish 6/13/13 The Argonaut 2CoiX 10"BW English 6/13/13 The Malibu Times 2 Col X 10"BW English 6/13/13 The Outlooks Group 2CoiX 10"BW English 6/13/13 The Rafu Shimpo 2 Col X 10"BW Japanese 6/13/13 Wave Nws Group 2 Col X 1 O''BW English 6/14/13 Dia a Dia Junior Page BW Spanish 6/14/13 Hoy 1/2 Pg Vert BW Spanish 6/14/13 LA Times-Full Run 3 Col X 10.5" BW English 6/14/13 Los Cerritos Community News 2 Col X 10"BW English 6/14/13 Santa Monica Mirror 1/2 Pg Vert BW English 6/14/13 Signal Tribune (Signal Hill) 2 Col X 10"BW English 6/14/13 Sing Tao Daily 1/4 Pg Vertical BW Chinese 6/14/13 The Korea Daily 1/4 Pg Vertical BW Korean 6/14/13 Valley News Group 2 Col X 10"BW English 6/14/13 World Journal Nws 1/4 Pg Vertical BW Chinese 6/15/13 Asbarez Armenian Daily 5" X 7.75" BW Armenian 6/15/13 lmpacto USA 2 Col X 10"BW Spanish 6/15/13 Sereechai News 2Col X 10"BW Thai

6/15/13 The Korea Times 1/4 Pg Vertical BW Korean 6/17/13 L. A. Downtown News 1/4 Page BW English 6/17/13 La Opinion 2Col X 10"BW Spanish 6/18/13 NorGyank 5"X7"BW Armenian 6/19/13 Asian Journal 2CoiX 10"BW English 6/19/13 LANG Metro Group 2CoiX 10"BW English 6/19/13 Mid Valley News 2 Col X 10"BW English 6/19/13 Panorama 2 Col X 9. 75"BW Russian 6/19/13 Philippine Media 2CoiX 10"BW English 6/19/13 The Compton Bulletin 2CoiX 10"BW English 6/19/13 The Tolucan Times 2 Col X 10"BW English 6/20/13 Asian Pacific News 2 Col X 10"BW Thai 6/20/13 Beach Reporter 3/8 Vertical BW English 6/20/13 Beacon Media Full Group 2CoiX 10"BW English 6/20/13 Beverly Hills Weekly 1/2 Pg Vert BW English 6/20/13 Culver City Observer Group 1/4th Page BW English

Culver City Nws/Biue Pacific 6/20/13 Group 2CoiX 10"BW English 6/20/13 Downey Patriot 2 Col X 10"BW English 6/20/13 Eastern Group 2 Col X 10"BW English 6/20/13 Easy Reader 1/2 Pg Vert BW English 6/20/13 Gardena Valley News 2 Col X 10"BW English 6/20/13 Gazette Newspapers 2 Col X 10"BW English 6/20/13 Herald Pubs Group 114th Page V English 6/20/13 Inglewood Today Weekly 1/4th Page BW English 6/20/13 L.A. Watts Times 2 Col X 10"BW English 6/20/13 LA Independents 2 Col X 10"BW English 6/20/13 Los Angeles Sentinel 2 Col X 10"BW English 6/20/13 Our Weekly LA 113 Pg Vert BW English 6/20/13 Pasadena Weekly 215 Vertical BW English 6/20/13 Park La Brea Nws/Bev Press 2 Col X 10"BW English 6/20/13 PV Peninsula News 2CoiX 10"BW English 6/20/13 SVF Sun\EI Sol 2CoiX 10"BW Spanish 6/20/13 The Argonaut 2CoiX 10"BW English 6/20/13 The Malibu Times 2 Col X 10"BW English 6/20/13 The Outlooks Group 2CoiX 10"BW English 6/20/13 The Rafu Shimpo 2CoiX 10"BW Japanese 6/20/13 Wave Nws Group 2CoiX 10"BW English 6/21/13 Dia a Dia Junior Page BW Spanish 6/21/13 Hoy 1/2 Pg Vert BW Spanish 6/21/13 LA Times-Full Run 3 Col X 10.5" BW English 6/21/13 Los Cerritos Community News 2 Col X 10"BW English 6/21/13 Santa Monica Mirror 1/2 Pg Vert BW English 6/21/13 Signal Tribune (Signal Hill) 2 Col X 10"BW English 6/21/13 Sing Tao Daily 1/4 Pg Vertical BW Chinese 6/21/13 The Korea Daily 1/4 Pg Vertical BW Korean 6/21/13 Valley News Group 2CoiX 10"BW English 6/21/13 World Journal Nws 1/4 Pg Vertical BW Chinese 6/22/13 Asbarez Armenian Daily 5" X 7.75" BW Armenian 6/22/13 lmpacto USA 2 Col X 10"BW Spanish 6/22/13 Sereechai News 2 Col X 10"BW Thai 6/22/13 The Korea Times 1/4 Pg Vertical BW Korean 6/24/13 L. A. Downtown News 1/4 Page BW English 6/24/13 La Opinion 2 Col X 10"BW Spanish 6/25/13 NorGyank 5" X 7" BW Armenian

6/26/13 Asian Journal 2CoiX 10"BW English 6/26/13 Mid Valley News 2 Col X 10"BW English 6/26/13 Panorama 2 Col X 9.75"BW Russian 6/26/13 Philippine Media 2 Col X 10"BW English 6/26/13 The Compton Bulletin 2CoiX 10"BW English 6/26/13 The Tolucan Times 2 Col X 10"BW English 6/27/13 Asian Pacific News 2 Col X 10"BW Thai 6/27/13 Beach Reporter 3/8 Vertical BW English 6/27/13 Beacon Media Full Group 2 Col X 10"BW English 6/27/13 Beverly Hills Weekly 1/2 Pg Vert BW English 6/27/13 Culver City Observer Group 1/4th Page BW English 6/27/13 Culver City Nws/Biue Pacific 2 Col X 10"BW English 6/27/13 Downey Patriot 2 Col X 10"BW English 6/27/13 Eastern Group 2CoiX 10"BW English 6/27/13 Easy Reader 1/2 Pg Vert BW English 6/27/13 Gardena Valley News 2 Col X 10"BW English 6/27/13 Gazette Newspapers 2CoiX 10"BW English 6/27/13 Herald Pubs Group 1/4th Page V English 6/27/13 Inglewood Today Weekly 1/4th Page BW English 6/27/13 L.A. Watts Times 2 Col X 10"BW English 6/27/13 LA Independents 2 Col X 10"BW English 6/27/13 LANG Metro Group 2CoiX 10" BW English 6/27/13 Los Angeles Sentinel 2CoiX 10"BW English 6/27/13 Our Weekly LA 1/3 Pg Vert BW English 6/27/13 Pasadena Weekly 2/5 Vertical BW English 6/27/13 Park La Brea Nws/Bev Press 2 Col X 10"BW English 6/27/13 PV Peninsula News 2 Col X 1011BW English 6/27/13 SVF Sun\EI Sol 2CoiX 10"BW Spanish 6/27/13 The Argonaut 2 Col X 10"BW English 6/27/13 The Malibu Times 2 Col X 10"BW English 6/27/13 The Outlooks Group 2CoiX 10"BW English 6/27/13 The Rafu Shimpo 2 Col X 10"BW Japanese 6/27/13 Wave Nws Group 2 Col X 10"BW English 6/28/13 Dia a Dia Junior Page BW Spanish 6/28/13 Hoy 1/2 Pg Vert BW Spanish 6/28/13 LA Times-Full Run 3 Col X 10.5•• BW English 6/28/13 Los Cerritos Community News 2 Col X 10"BW English 6/28/13 Santa Monica Mirror 112 Pg Vert BW English 6/28/13 Signal Tribune (Signal Hill) 2CoiX 10"BW English 6/28/13 Sing Tao Daily 1/4 Pg Vertical BW Chinese 6/28/13 The Korea Daily 1/4 Pg Vertical BW Korean 6/28/13 Valley News Group 2 Col X 10"BW English 6/28/13 World Journal Nws 1/4 Pg Vertical BW Chinese 6/29/13 Asbarez Armenian Daily 511 X 7.751

' BW Armenian 6/29/13 lmpacto USA 2 Col X 10"BW Spanish 6/29/13 Sereechai News 2CoiX 10"BW Thai 6/29/13 The Korea Times 1/4 Pg Vertical BW Korean

7/1/2013

7/8/2013

7/15/2013

7/22/2013

7/29/2013

8/5/2013

ATTACHMENT D

GATE LATCHING SCHEDULE

Wilshire/Norrnandie

Wilshire/Western - East Array

Wilshire/Western - West Array Vermont/Beverly

Hollywood/Western HollywoodNine WilshireNermont - Street Level (Elevator) WilshireNermont - Main Entrance

Vermont/Sunset - Rotunda

Vermont/Sunset - Kaiser Entrance Vermont/Santa Monica - South Entrance Vermont/Santa Monica- North Entrance Hollywood/Highland

Westlake/MacArthur Park - East Array Westlake/MacArthur Park -West Array Universal City Civic Center - North

Civic Center - South

Pershing Square - North Pershing Square - South

North Hollywood - Main Array North Hollywood (Elevator from Mezz to Platform)

7th/Metro - East (Hope St.) 7th/Metro - Bridge (Flower St.)

7th/Metro - West (Figueroa St.) 7th/Metro - Transfer West Mezz

7th/Metro - Transfer West Mezz

ATTACHMENT E

STATION-SPECIFIC OUTREACH EXAMPLES

Turnstiles won't open unless you tap your valid card or Metrolink ticket.

• Floor standing signs specific to each station

• Posted one week before station latches

• TAP Representatives staffing each station

• Starting 1 week before station is latched, continuing 1-2 weeks after station is latched

• Ads on floor and turnstile blades placed at each turnstile

• Posted one week before station latches

• Date of station latching included

.. :.V I b~

Must Tap to Transfer Debe tocar su tarjcta solo para transbordar I

0 0 D 0

0 • 0 !)

• New turnstile graphics to assist customers

• Clear warning that val id fare is required

• New station validator arrangement for transfers at i h/Metro Center Station

• Arranged to resemble gate array

•

•

Improved graphics on transfer validators Clear warning to TAP for transfer

A v;alid TA P ard is required ~~turnstile. includinc wheekh:~i r :~ccessible g1 tes.

Rid~ who nc-td ;raist :~nce an use the ntw hands-free in1e-rcom.

1 Appr<»ch th~ Intercom nur the turnn•lt~ • ... t~d hght ...,11 come on when tt-c h~nd!. free ~cmor deteCt\ you

: Aaenc~nl\ .-cHCt w1ll come tt•rcusn the !ipeJ-.e• Jnd ~mber h~ht v.· II t.H, r

i SpcJk 10 .mendo~~nt to ::r.wim 'tJ'" req u re J.._'t,;fSf.IN~ « W:lit ror t he ner t light.

4 When green l16hl N"~ th~ •ntercoot T.Ur1\ c:~n. pt'I'K('('d hl th-'- 'Nh#lflrh.ll' h :ev.1blt ;.nr- Jn:j rl !: olt~c• J.,~nt ,.,., , '~' :d, P't'f· 1 far you

', toliJI' , ..... " •.•

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~Metro

• New Hands-Free Gate Help Phones for Passengers with Disabilities

• New signage to identify intercoms

• Hands-Free Gate Help Brochure distributed to passengers with disabil ities