United States Department of Transportation
i
Consumer-Based Transit Pricing at the Chicago Transit Authority
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1992-03-01
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By Multisystems, Inc. ...
[PDF-5.87 MB]
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Edition:Final Report
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Abstract:In examining potential fare structure revisions, the Chicago Transit Authority (CTA) sought to achieve the generally elusive goal of increasing both revenue and ridership -- or at least meeting revenue goals without suffering any additional ridership loss. Typically, any fare restructuring that produces additional revenue also results in a loss of ridership. However, recent research suggests that the introduction of a "market-oriented" pncing structure that emphasizes "deep discounting" of fares, perhaps in combination with differential pricing (based on service quality or time of day), can achieve the desired goal. Deep discounting involves the use of prepayment mechanisms ~ typically tokens or tickets -- pnced substantially lower than the cash fare. This approach has been implemented -- generally with success -- in several cities (e.g., Denver, Milwaukee and Allentown, PA), and other cities (e.g., Oakland, Miami, and Madison, WI) are considering implementing such structures.
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