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Metro Transits beefs up service on popular routes

Service so frequent, customers don’t need a schedule

Say hi to less waiting.

That's the theme of a Metro Transit initiative to beef up the frequency and awareness of its most popular routes. This fall, Metro Transit launched the Hi-Frequency network, which delivers service every 15 minutes or better on most or all of 11 routes.

"The idea is to have service so frequent throughout the day that customers won't need to consult a schedule," said Metro Transit General Manager Brian Lamb. "They will know the bus is just minutes away. This is a commitment we have pledged to our core network."

Hi-Frequency service is available from 6 a.m. to 7 p.m. on weekdays and from 9 a.m. to 6 p.m. Saturdays. It is offered on parts of routes 5, 6, 10, 18, 21, 64, 84 and 515, and all of routes 16, 54 and 55 (Hiawatha Line).

Network serves eight cities, major destinations, transit centers

Metro Transit believes the Hi-Frequency initiative not only will increase ridership among current customers but also will stimulate those living near the routes to try transit to reach their destination.

“When residents know they can rely on frequent transit service, they’re more likely to try it,” said Lamb.

In addition to the two downtowns, the network serves Bloomington, Columbia Heights, Edina, Falcon Heights, Richfield and Roseville. Major destinations within the network include Abbott-Northwestern Hospital, University of Minnesota, Minneapolis-St. Paul International Airport, the State Capitol and Mall of America.

In addition, the network covers five transit centers and all stations along the Hiawatha light-rail line, allowing connections with dozens of other routes.

Approximately 280,151 people (10.6 percent of the seven-county metro area) live within one-quarter mile of a high-frequency route.

New signs support awareness campaign

Metro Transit will use a variety of tools to market the service. One of the campaign’s tag lines, “Say hi to less waiting,” emphasizes a key benefit of using the network.

To generate more awareness of the service, signs marking Hi-Frequency routes are being installed at nearly 900 affected bus stops throughout the region. All signs should be in place by mid-November.

Customers will notice two types of graffiti-resistant signs, positioned below standard bus-stop signs, on Hi-Frequency routes. Those stops served solely by a Hi-Frequency route have an eye-catching red sign. Stops shared by several routes have signs that display all routes, with Hi-Frequency routes shown in red at the top.

“Signs at bus stops will not only help today’s customers identify Hi-Frequency routes, they also act as full-time ads that are seen by people as they walk or drive past,” Lamb said.

The marketing campaign also will include advertising on transfer tickets, bus benches, rail station kiosks, and inside and outside buses and trains. The network is highlighted in the transit system map, and any printed schedule within the network has a Hi-Frequency symbol on its cover.

Homes along the 11 routes will receive a mailer from Metro Transit, advising residents of the frequent service available outside their doors. Also planned is a map that folds down to portable, credit-card size.