Projected ridership study msr 2010

1. PROJECTED RIDERSHIP OF THE
HOUSATONIC RAILROAD STUDY
Presented by Julie Pokela, Ph.D.
August, 2010

2. 2
Objectives
The objectives of the study were to determine:
Residents’ travel characteristics and preferred modes of
transportation.
NYC residents’ reasons for travel to northwestern CT and
Berkshire County, MA.
Experience and satisfaction with train travel.
Interest in Housatonic Railroad’s proposed passenger
train.

3. 3
Methodology
Market Street Research conducted an online survey of
2,567 respondents, including:
 2,316 residents of NYC.
 251 residents of Litchfield and Berkshire counties.
NYC residents were screened to ensure that they have
traveled to Berkshire or Litchfield County in the past
year.
Residents of Berkshire and Litchfield counties were
screened to ensure that they have traveled to NYC in the
past year.
Respondents belong to an online panel operated by e-
Rewards Market Research.

4. 4
Methodology
All surveys were completed from 6/10-29/2010.
The response rate for the survey was 12.9%.
We weighted the data by calculating the total eligible
population in each area based upon the percentage of
residents in each area that were eligible to participate in
the survey.
The error rate for the study is ±1.1 to 1.9 percentage
points.
The margin of error information should be interpreted
cautiously because the sample is a convenience sample.

5. 5
CHARACTERISTICS OF RESPONDENTS

6. 6
Characteristics of Respondents
63.4% of respondents are women.
Respondents’ median age is about 36 years old.
82.6% of respondents are employed.
Respondents’ median household income for 2009 was
about $79,800.
92.3% of respondents have a driver’s license.
60.2% of respondents own a car.

7. 7
TRAVEL CHARACTERISTICS

8. 8
Average Number of Trips to NYC or
Northwestern CT/Berkshire County in Past Year
Average Number of Trips During Past Year
3.1
2.0
1.3 1.2
1.0
0.8
0.0
1.0
2.0
3.0
4.0
5.0
On weekend On weekday In Summer In Spring In Autumn In Winter

9. 9
Average Number of Trips to NYC or
Northwestern CT/Berkshire County by Specific
Transportation Methods in Past Year
Average Number of Trips During Past Year By:
2.7
1.1
0.9
0.4 0.3 0.1
0.0
1.0
2.0
3.0
4.0
5.0
Automobile Train Combo train +
other method
Rental car Bus Limo service

10. 10
Average Number of Trips to NYC or
Northwestern CT/Berkshire County for Specific
Reasons in Past Year
Average Number of Trips During Past Year
0.2
0.5
2.2 2.1
1.7 1.6 1.5
1.3
0.6
0.0
1.0
2.0
3.0
4.0
5.0
With
overnight
stay
By NYC
Metro
friends,
family*
Recreation,
vacation
Visit
friends,
family
Work
commute
Business
AND
recreation
Other
business
(non-
commute)
Secondary
home
School or
camp
* Asked only of residents of Berkshire County, MA and Litchfield County, CT (N=204).
** Asked only of residents of Berkshire County, MA and Litchfield County, CT (N=204).

11. 11
PREFERENCES FOR MODE
OF TRANSPORTATION

12. 12
Preferences for Mode of Transportation
First Choice for Travel for Trips of Three Hours or More
2.0%
15.2%
33.9%
48.0%
0%
20%
40%
60%
80%
100%
Airplane Private car Train Bus
Most likely to identify
airplane as first choice.
Second Choice for Travel for Trips of Three Hours or More
7.5%
21.5%
31.3%
38.4%
0%
20%
40%
60%
80%
100%
Train Private car Airplane Bus
Most likely to identify
train as second choice.

13. 13
MAJOR REASONS FOR TRAVEL
TO NORTHWESTERN CT AND
BERKSHIRE COUNTY

14. 14
Major Activities or Attractions
for Travel Northbound
Major Activities or Attractions For Travel Northbound
13.2%
41.1%
35.5%
6.4%6.6%
9.3%
12.1%14.6%15.2%17.1%
20.7%21.1%
0%
20%
40%
60%
80%
100%
Museums Hiking Music
concerts
Spas,
resorts,
yoga
Biking Theatre Seminars,
conferences
Skiing Dance
concerts
Other
outdoor
activities
Other
activities
None, no
more
Residents tend to travel northbound for
outdoor activities and arts and cultural destinations.

15. 15
EXPERIENCE AND SATISFACTION
WITH TRAIN TRAVEL OVERALL

16. 16
Frequency of Travel by Train
Frequency of Travel by Train
Prefer not
to answer
0.4%
Daily
17.5%
Never
8.3%
Less than
once a year
16.8%
A few times
a year
39.0%
Monthly
10.8%
Weekly
7.3%

17. 17
Rating of Aspects of Train Travel*
Rating of Aspects of Train Travel*
5.86.0
6.56.86.97.07.3
0.0
1.0
2.0
3.0
4.0
5.0
6.0
7.0
8.0
9.0
10.0
Energy
conservation
Convenience Overall Reliability Comfort Cleanliness Cost
* Asked of residents who have traveled by train (N=2,354).
** Asked of residents who have traveled by train (N=2,354).

18. 18
Relative Importance of Specific Factors in
Likelihood of Taking a Train Between NYC and
Litchfield/Berkshire County
Relative Importance of Specific Factors
0.2%
24.6%
31.1%
44.0%
0%
20%
40%
60%
80%
100%
Cost Amenities Schedule Station location
Cost is most important.

19. 19
Market Segments for Train Travel
Market Segments
Cost Driven
37.7%
Amenity
Driven
24.8%Schedule
Driven
23.4%
Station
Driven
13.9%

20. 20
Interest in Specific Services and Options
** Asked only of Northbound residents (N=2,363).
Likelihood of Purchasing
Business Class
Very likely
4.5%
Somewhat
likely
16.6%
Somewhat
unlikely
20.9%
Very
unlikely
57.5%
Prefer not
to answer
0.5%
Importance of Allowing
Bicycles on Train*
Prefer not
to answer
0.9%
Not
important
51.2%
Somewhat
important
33.9%
Very
important
14.0%

21. 21
Shorter Train Trips in Berkshire
County and Northwestern CT
** Asked only of Southbound residents (N=204).
** Asked only of Southbound residents interested in shorter train trips (N=166).
Interest in Shorter Train Trips in Berkshire
County and Northwest Connecticut*
Very
interested
34.3%
Somewhat
interested
47.0%
Not
interested
18.7%
Frequency of Train Trips in Berkshire
County and Northwest Connecticut**
Daily
1.0%
Weekly
5.9%
Monthly
23.0%
A few times
a year
58.8%
Less than
once a year
9.8%
Prefer not
to answer
1.5%

22. 22
Interest in Train Travel Between New York City
and Northwestern Connecticut and the Berkshires
Interest in Train Travel Between New York City
and Northwestern Connecticut and the Berkshires
Very
interested
26.0%
Somewhat
interested
58.4%
Not
interested
14.8%
Prefer not
to answer
0.7%

23. 23
Estimated Daily One-Way
Tickets by Quarter
Estimated Daily One-Way Tickets by Quarter
3,256
4,070
5,291
4,884
7,383
7,998
6,152
4,922
0
2,000
4,000
6,000
8,000
10,000
12,000
14,000
Spring Summer Autumn Winter
Low-End Estimate
High-End Estimate

24. 24
Major Reasons Interested in Train Between
NYC and Northwestern CT and Berkshire
County (N=2,081)
Preference for Train as Mode of
Transportation:
Ease of use, convenience (28.4%)
Dislikes driving (20.3%)
Comfortable, relaxing, can do other
activities (14.9%)
Other positive attributes (10.8%)
“It would provide a more convenient
option. It would increase the probability
of me visiting this location.”
“I don’t have a car, so the train is a great
way for me to travel.”
“I could relax and look out the window, or
read a book and listen to my music.”
Fondness for Destination:
Enjoys area for getaways, activities,
second home (21.9%)
Visiting friends, family in area (10.5%)
“To get to cultural attractions (Mass
MOCA, Clark Museum, Tanglewood, etc.),
to see other sights, to take weekend
getaways.”
“I would love to have access to the skiing
areas in the Berkshires without needing to
drive there, as well as the spa resorts and
hiking areas in the spring and summer.”
“My husband and I love the Berkshires.
We have many friends there, and are
often invited to stay with them.”

25. 25
Major Reasons Not Interested in Train
Between NYC and Northwestern CT and
Berkshire County (N=385)
Limited visits to area (34.3%)
“I only went there once, and don’t have a specific
reason to go again.”
“I don’t travel there enough to warrant any need for
the train.”
Preference for Other Mode of
Transportation:
Prefer driving (30.3%)
Train less convenient (15.3%)
Region best explored by car
(12.9%)
Other negative attributes
(16.8%)
“I prefer to drive, and have control over what time I
leave, and I do not find driving that expensive.”
“Leaving from Grand Central Station or Penn Station is
not at all attractive to someone who lives in the
Bronx. It is just not convenient at all.”
“I like to travel around Berkshire County by car as the
area is rural. The places I visit are sometimes widely
spaced apart so a car is needed for my travels. It
makes no sense to take a train and then rent a car.”

26. 26
What Would Train Line Have to Offer to
Become an Attractive Option? (N=385)
Don't know, nothing (43.4%) “Nothing would make it an attractive option to me.”
Inexpensive, competitive
fares/parking (27.3%)
“Lower price. Combo deal with local hotel. Bonus tickets to local
museum or attraction.”
“Free parking at local train stations.”
Specific transportation
options at station (11.4%)
“Convenience of being near car rental once I’m up there.”
“Maybe if there was an extension or a connection in the
Berkshires/Massachusetts or Northwestern Connecticut to a train
heading to New Hampshire.”
“Shuttle to the train.”

27. 27
Preferred Transportation After Arrival in
Northwestern CT or Berkshire County*
Preferred Method of Transportation After Arrival in
Northwestern Connecticut or Berkshire County*
10.1%
3.1%3.1%3.7%6.0%9.4%11.5%
17.9%
34.3%
0%
20%
40%
60%
80%
100%
Rental car Taxi Zip car Hotel
shuttle
Bus Trackless
trolley
Bicycle Limousine None of
the above
Rental car is
most preferred.
* Asked of Northbound residents (N=2,363).
** Asked only of Northbound residents (N=2,363).

28. 28
SUMMARY AND RECOMMENDATIONS

29. 29
Summary
There is interest among residents in NYC and northwestern
CT and Berkshire County, MA in a train that would travel
between these areas.
About one in four residents who currently travel between
those two areas are highly interested in the proposed train
line.
Ridership would be largest during the summer months and
smallest during the winter months.Estimated Daily One-Way Tickets by Quarter
3,256
4,070
5,291
4,884
7,383
7,998
6,152
4,922
0
2,000
4,000
6,000
8,000
10,000
12,000
14,000
Spring Summer Autumn Winter
Low-End Estimate
High-End Estimate

30. 30
Summary (cont.)
Currently, residents are most likely to travel between
these areas on the weekends, using a car.
Residents generally travel between these areas for
recreation and vacations or to visit with friends and
family.
Residents generally stay overnight when traveling
between these areas.
NYC residents mostly mentioned traveling northbound for
outdoor activities and for arts and cultural destinations.
Residents have a positive attitude toward train travel in
general.

31. 31
Summary (cont.)
Residents are most likely to feel positively about train
travel’s minimal impact on the environment,
convenience, reliability, and comfort.
Cost is the most important factor for residents when
deciding whether to take a train between these areas.
Southbound residents indicated fairly high interest in
taking shorter train trips within northwestern CT and
Berkshire County, MA.
Northbound residents would like to see travel options for
their stay available at or near the station of their arrival,
with a clear preference for rental cars.

32. 32
Recommendations
Housatonic Railroad should consider introducing the train
line with competitive pricing.
It is also important for Housatonic Railroad to provide a
high-quality experience for residents who use the
proposed train line.
Housatonic Railroad must be able to ensure reliable and
convenient service.
Housatonic Railroad may want to consider providing a
wider range of amenities such as food, beverages, and
free WiFi on the train.
Housatonic Railroad may want to consider seasonal
schedules, with more frequent trains available in the
spring and summer months.

33. 33
Recommendations (cont.)
Housatonic Railroad should consider a more frequent
schedule on the weekends.
Housatonic Railroad may want to consider working with a
rental car agency to provide rental car locations at
station points in northwestern CT and Berkshire County,
MA.