Valley Metro
Regional Alternative Services
for Passengers Survey
Report
December 2011
Prepared for:

Valley Metro Alternative Services Study

December 2011

Page i

Table of Contents
Section:

Page #:

Executive Summary ................................................................................................... ii
I.

Introduction ......................................................................................................1

A.
B.
C.
D.

Background .............................................................................................................1
Methodology ............................................................................................................3
How to Read This Report (Report Layout)..............................................................4
Demographic Attributes ...........................................................................................5

II.

Transportation Awareness and Usage ..............................................7

A.
B.
C.
D.

Alternative Services – Source of Awareness ...........................................................7
Alternative Services Trip Purpose ...........................................................................9
Other Transportation Methods Used......................................................................11
Transportation Method Would Use if Alternative Services Unavailable ..............12

III.

Service Satisfaction Levels & Prepaid Card Interest ............ 14

A.
B.

Satisfaction with Alternative Services Related Attributes .....................................14
Interest in Prepaid Card .........................................................................................16

IV.

Usage of Valley Metro Fixed-Route Transit

A.
B.
C.

Use Bus or Light Rail ............................................................................................17
Reasons for Not Using Bus or Light Rail ..............................................................18
Interest in Training on Use of Public Transit.........................................................20

Questionnaire .................................................................................................... Appendix A

Valley Metro Alternative Services Study

December 2011

Page ii

Executive Summary
Valley Metro commissioned WestGroup Research to conduct a mail survey with users of transit
services that are alternatives to Dial-a-Ride (DAR). Respondents included users of cab coupon
and voucher programs (East Valley Coupon for Cabs, Phoenix Senior Cab, and Scottsdale Cab
Connection), Recurring Medical Trips (Avondale Recurring Medical, East Valley Taxi Voucher,
and Glendale Recurring Medical), and Mesa Mileage Reimbursement.
Surveys were mailed to alternative services users by Valley Metro or the represented service the
week of October 3, 2011. Findings in this report represent surveys returned to WestGroup
Research through November 11, 2011. Overall, there was a 46% response rate to the mailing,
with 329 completed surveys returned.
Throughout this report, there are several instances where results of this study are compared to
DAR information to provide perspective. The DAR information was pulled from a research
study conducted at the same time as the Alternative Services Study.

Demographic Summary of Respondents
•
•
•

Cab coupon/voucher: The majority of respondents in this group are females (79%), have
an average age of 79 years and an average income of $19,500. This the oldest of the
three groups surveyed.
Recurring Medical Trips program (RMT): Half of the respondents in this group are males
and half are females. The average age is 65 years old and the average income is $20,900.
This is the youngest of the groups and also the highest average income.
Mesa Mileage Reimbursement: The vast majority of respondents in this group were
females (90%). The average age was 72 years old and the average income was $15,000,
which is the lowest income level recorded.

Transportation Awareness and Usage
Alternative Services – Source of Awareness
• Cab coupon/voucher: The majority of users learned about the program either through
friends and neighbors (41%) or at a presentation at a meeting place (28%). One in five
Phoenix Senior Cab users (21%) learned about the cab coupon/voucher program through
advertising (news releases/program outreach materials), higher than was mentioned by
East Valley participants (5%) or Scottsdale participants (4%).
• Recurring Medical Trips program (RMT): Most found out about the program through
dialysis/dialysis social worker (53%) or a social worker (24%).
• Mesa Mileage Reimbursement: awareness of the program was primarily through friends
and neighbors or DAR (both 34%), or at a presentation at a meeting place (21%).

Valley Metro Alternative Services Study

December 2011

Page iii

Alternative Services Trip Purpose
• Cab coupon/voucher: the most frequent trip purpose/destination mentioned were medical
appointments (82%), errands (60%), and senior center (38%).
• Mesa Mileage Reimbursement: users had the same top three trip purposes as the
cab/coupon/vouchers users, but there were more participants of this group using the
program for errands (80%) and visiting a senior center (57%) than the cab
coupon/voucher users.
Other Transportation Methods Used
• For all three alternative services programs, family/friends was the most used ‘other’
transportation method. In most cases, the other transportation methods used were similar
for users of the three cab providers.
• Almost half (46%) of all users of alternative services indicated they would not have been
able to go to their destination if the service/program were not available. This figure was
higher for the Mesa Mileage Reimbursement program (77%).
• Four in ten (42%) alternative services users said they would have relied on family/friends
if alternative services were not available, followed by one in five (22%) who said they
would have taken a taxi (without coupons).
• In comparing alternative services users with DAR users, the primary difference was that
alternative service users were more likely to name a variety of options if their
transportation service had been unavailable, whereas the DAR users mentioned fewer
options. DAR users did not mention walking or a community van as an option, and only a
very few mentioned driving themselves.

Satisfaction with Alternative Services Experience
Satisfaction with Alternative Services Related Attributes
• Satisfaction with the alternative services programs was very strong. About eight in ten
participants indicated they were very satisfied with the majority of the program attributes
evaluated. For all of the transportation-related attributes, at least nine in ten respondents
said they were very satisfied/satisfied.
• Users were most likely to be very satisfied with the ease of ordering coupons. The two
lowest rated attributes were on-time pick up and trip cost.
• Cab coupon/voucher and Mesa Mileage Reimbursement participants provided similar
satisfaction ratings for the transportation attributes. With a 100% very satisfied/satisfied
rating, RMT users rated eight of the ten attributes higher than did the other two user
segments.
Interest in Prepaid Card
• One-third of cab coupon/voucher users (33%) expressed interest in a prepaid card, while
slightly more than one in ten (13%) of RMT users were interested.
• Among cab coupon/voucher users, the East Valley and Phoenix users were more
interested than the Scottsdale users (42% and 39% vs. 13%, respectively).

Valley Metro Alternative Services Study

December 2011

Page iv

Usage of Valley Metro Transit
Use of Bus or Light Rail
• In total, one in six alternative services participants (16%) use Valley Metro transit, either
bus or light rail. RMT participants use Valley Metro transit less than cab coupon/voucher
users (5% vs. 17%, respectively).
Reasons Given for Not Using Bus or Light Rail
• The most frequently mentioned reason for not using Valley Metro transit was too far to
walk, mentioned by more than half of cab coupon/voucher users (58%) and more than
four in ten RMT (44%) and Mesa Mileage Reimbursement users (43%).
• The next two most frequently mentioned reasons were related to physical limitations:
disability prevents use and can’t ride bus/light rail without assistance (48%/36% of all
non-users, respectively).
• The reasons cab coupon/voucher participants gave for not using bus/light rail were also
mentioned by DAR users, but at much lower levels. The most frequently mentioned
reason cab coupon/voucher users gave was too far to walk. Between 55%-62% of cab
coupon/voucher users gave this reason, compared with 19%-28% of DAR riders.
Interest in Training to Use Public Transit
• Regardless of the customer segment, there was minimal interest in receiving training on
how to use public transit among those who currently are not using it. Overall, only 4%
said they were interested.

Conclusions
1.

Word of mouth referrals or presentations/information distributed by service providers are
the two primary ways that residents find out about the alternative services programs
available to them. It is important that Valley Metro and the service providers work with
the appropriate groups to make sure they are prepared to provide information when
requested by their constituencies.

2.

Alternative service users appear to use these transportation options for a much wider
variety of trip purposes than those who use DAR. It is likely that these services offer
more flexibility to the users not only because of availability, but also because these are
individual, not multi-person trips. Satisfaction with these services is extremely high, with
a significant majority reporting to be very satisfied.

3.

The alternatives riders are very dependent on these services to make their desired trips.
Almost half indicate they would not be able to make their trips without this service and
fewer than one in five indicate they would turn to the DAR service as a replacement
service. Friends or family members are the most common back-up plan.

Valley Metro Alternative Services Study

December 2011

Page v

4.

There is a great deal of education that will be needed among these users, if the programs
switch from a voucher/coupon system to a prepaid smart card. Only one in three users
indicated interest in the card, while more than two in five did not understand the concept
well enough to offer an opinion.

5.

Very few of the alternative services users indicated they would turn to more traditional
forms of public transit (i.e., city bus or light rail) if these services were unavailable and
even fewer expressed interest in receiving training on how to use public transit. The most
common barrier to using traditional forms of public transit is the perception that it is too
far for them to walk to a transit stop and/or they are unable to use transit because of a
disability or they would need extra assistance. It is possible that many of these
alternative services users live in areas that have limited public transit services.

6.

Finally, there are differences in the populations being served by these alternative services,
not only in comparison to each other but also in comparison to DAR users.
Cab Coupon/Voucher. The average income of these users is slightly lower than the
average income reported by DAR users. These users are notably older than the users of
the other alternative services (by close to 10 years, on average), as well as DAR users in
general. Interestingly, approximately one in six cab coupon/voucher users indicate they
will occasionally drive themselves in addition to using the coupon/voucher service. Only
1% of DAR users indicate they would drive themselves if DAR service were not
available. Anecdotally, Valley Metro staff members have been told by coupon/voucher
users, who can drive, that they only drive when they have to and then it is only for
grocery shopping, religious services, close by locations, and during daylight hours.
Coupons/vouchers are sometimes saved for evening or trips that would require freeway
or driving in heavy traffic.
Recurring Medical Trips. As noted earlier, this is a taxi service to and from dialysis
treatments. This is the youngest group of users, and closely mirrors the average age that
is reported for dialysis patients. This group reports a higher average income in
comparison to users of the other two alternative services. These users indicated the
highest level of satisfaction with the service – nearly 100% indicating they were very or
somewhat satisfied with the service.
Mesa Mileage Reimbursement. Individuals who use this service are, on average, eight
years younger than the cab coupon/voucher users, and their average annual household
income is the lowest of the three groups surveyed. They appear to have the greatest need
for assistance when leaving home, with three fourths indicating they would not be able to
make their trips without this service.

Valley Metro Alternative Services Study

I.

Introduction

A.

Background

Page 1

As part of the 2011 Regional Dial-a-Ride (DAR) Passenger Study, passengers using publiclysubsidized taxi services and a volunteer driver mileage reimbursement program were also surveyed.
These alternative services are provided by Valley Metro and several partner communities. The
various taxi programs are similar in that they serve people with disabilities and older adults, as well
as provide dedicated rather than shared trips. There is also user choice about the taxi company they
use and, in most all services, the user pays a portion of the trip cost. The Mesa Mileage
Reimbursement is modeled after the Riverside, California Transportation Reimbursement and
Information Project (TRIP). The RMT service allows for mileage reimbursement for eligible
individuals who recruit a volunteer to drive them.
Following are brief descriptions of the three alternative services included in the study: Cab
Coupon/Voucher Programs, Recurring Medical Transportation Voucher Programs, and the Mileage
Reimbursement Program for Volunteer Drivers.
Cab Coupon/Voucher Programs:
• East Valley Coupons for Cabs
Qualified Chandler, Gilbert, Mesa, and Tempe residents who are 65 and older or who have a
disability may purchase monthly ten coupon booklets valued at $10 each for 25 – 30 percent
co-pay. The coupons may be used for any trip, regardless of trip purpose, and can be applied
to the fare and tip of trips made using participating taxi companies.
•

Phoenix Senior Cab
Qualified Phoenix residents age 65 and over may purchase up to 80 coupons each month at
an average subsidy of 60 percent. Each coupon is worth $1.00 toward the cost of a taxi trip.
Coupons can be used for any trip, regardless of purpose. Most taxi companies in Phoenix
accept the coupons which can be used for the taxi fare and tip.

•

Scottsdale Cab Connection
Qualified Scottsdale residents age 65 and over or who have a disability may order sixteen
vouchers. Vouchers are subsidized by the City of Scottsdale at a rate of 80 percent up to a
maximum of $10 per one-way trip. Vouchers can then be used, regardless of trip purpose,
for trips made using participating taxi companies.

Recurring Medical Trip Service:
• Avondale provides subsidized transportation to assist qualified Avondale residents making
physician-ordered repetitive medical treatments and therapies such as dialysis, cancer
treatments, and therapy following a stroke. Participants order vouchers monthly which are
pre-addressed to two locations—the participant’s home and the medical treatment center.
The City of Avondale pays up to $15 per one-way trip and the participant pays any remaining
cost. Participants call one of the participating taxi companies to arrange their rides.

Valley Metro Alternative Services Study

Page 2

•

Glendale provides subsidized transportation to assist qualified Glendale residents making
physician-ordered repetitive medical treatments and therapies such as dialysis, cancer
treatments, and therapy following a stroke. Participants order vouchers monthly which are
pre-addressed to two locations—the participant’s home and the medical treatment center.
The City of Glendale pays 75 percent of a one-way taxi fare, up to $15 per trip. The City of
Glendale will also pay 15 percent for gratuity up to $2.50 per one-way trip. Participants call
a taxi or van service from a list of participating companies to arrange their ride. For dialysis
trips, dialysis social workers provide the vouchers. For other recurring medical trips,
vouchers are mailed to the participant’s home.

•

The East Valley Recurring Medical Trip Service provides qualified Chandler, Gilbert, Mesa,
and Tempe residents undergoing physician-ordered repetitive medical treatments such as
dialysis, cancer treatment, and therapy following a stroke. Vouchers are pre-addressed
allowing the participant to travel between their home and the treatment facility. Currently all
participants are using service for trips to and from dialysis treatment centers. Participants
may order enough vouchers monthly to cover three round-trips for each full week in the
month. No co-pay is required for the vouchers.

Mesa Mileage Reimbursement
Mesa residents age 65 and over or persons with a disability may apply for this program. Participants
may receive reimbursement for up to 300 miles per month. The passengers choose their own drivers
with the stipulation the driver cannot reside with the participant. Reimbursements are made to the
passenger who is then required to pass along the reimbursements to their volunteer drivers.

Valley Metro Alternative Services Study
B.

Page 3

Methodology

Surveys were mailed to alternative services users by Valley Metro RPTA or the represented service
the week of October 3, 2011. Findings in this report represent surveys returned to WestGroup
Research through November 11, 2011. Overall, there was a 46% response rate to the mailing, 329
completed surveys returned.
The sample size and associated margins of error for each service provider are shown below.

Table 1: Sample Size/Margin of Error by Service Provider

Total
Cab coupon/voucher
East Valley Coupons for Cabs
(Chandler, Gilbert, Mesa, Tempe)
Phoenix Senior Cab
Scottsdale Cab Connection
Recurring Medical Trips (Avondale,
Glendale, East Valley Taxi Voucher)
Mesa Mileage Reimbursement

Surveys
Mailed
716

Surveys
Returned
329

Margin of
Error
±5.2%

581

280

±5.6%

187

88

±9.9%

265
129

123
68

±8.5%
±11.5%

87

18

±21.5%

48

31

±16.7%

Valley Metro Alternative Services Study
C.

Page 4

How to Read this Report (Report Layout)
•

•

•

Throughout this report, each customer segment cited in a table or chart is identified with a
letter from A–F. A letter after a percentage indicates that the percentage is statistically higher
than the percentage in the column with that letter. For example, in the table below, the B
after 78% in Column A for Family/friends means that percentage of East Valley respondents
(78%) who mentioned family/friends is significantly higher than the percentage of Phoenix
respondents (58%) in Column B who gave that same response. Also, the letter C after the
33% and 21% for Dial-A-Ride means that the percentage of EV and Phoenix respondents
who mentioned Dial-A-Ride is significantly higher than the percentage of Scottsdale
respondents (8%) who mentioned Dial-A-Ride in Column C.
Tables in this report show the % symbol in the first row of the results. The numbers in the
rows below are also percentages, but for clarity do not have the % symbol listed. For
example, in the table below 33, 21, and 8 in the second row of data are percentages, even
though the % symbol is not included. Any tabular data which are not percentages are clearly
labeled.
For those questions common to this study and the Dial-A-Ride study also completed in
November 2011, results for the comparable groups in both studies are included in this report.
Results from the Dial-A-Ride respondents for the East Valley, Phoenix, and Scottsdale are
compared to the results for cab coupons/voucher respondents in East Valley, Phoenix, and
Scottsdale from this study. See the Dial-A-Ride report for more detail from that survey.

Transportation Method
Family/friends
Dial-a-Ride

East Valley
Coupons
for Cabs
(n=82)
(A)
B
78%
C
33

Phoenix
Senior Cab
(n=120)
(B)
58%
C
21

Scottsdale
Cab
Connection
(n=64)
(C)
67%
8

Valley Metro Alternative Services Study
D.

Page 5

Demographic Attributes

Table 2a: Respondent Demographics – By Service Provider

Characteristic

Total
(n=329)

Cab coupon/
voucher
(n=280)
(A)

Recurring
Medical
Trips
(n=18)
(B)

Mesa Mileage
Reimbursement
(n=31)
(C)

Gender
Male
Female

22%
78

21%
79

50%
50

10%
90

Age
25 to 44
45 to 54
55 to 64
65+
65-74
75-84
85+
Average age (# )

1%
4
7
88
27
30
31
77.3 yrs

1%
2
4
93

6%
11
22
61
44
17
65.3 yrs

7%
14
18
61
11
21
29
70.7 yrs

Income
Under $10,000
$10K to $14,999
$15K to $19,999
$20K to $39,999
$40K+
DK/Refused
Average (000)

23%
34
15
21
5
2
$19.2

27
32
34
78.8 yrs

23%
32
15
22
6
3
$19.5

24%
35
12
18
6
6
$20.9

21%
46
14
18
$15.3

Valley Metro Alternative Services Study

Page 6

Table 2b: Respondent Demographics – by Coupon/Voucher Program

Characteristic

East Valley
Coupons
for Cabs
(n=88)
(A)

Phoenix
Senior Cab
(n=123)
(B)

Scottsdale Cab
Connection
(n=69)
(C)

Gender
Male
Female

17%
83

23%
77

23%
77

Age
25 to 44
45 to 54
55 to 64
65+
65-74
75-84
85+
Average age (#)

1%
5
10
84
24
32
28
76 yrs

1%
99
35
32
32
80 yrs

2%
3
4
91
16
30
45
80 yrs

Income
Under $10,000
$10K to $14,999
$15K to $19,999
$20K to $39,999
$40K+
DK/Refused
Average (000)

22%
36
17
20
4
1
$18.0

25%
37
13
19
4
2
$17.8

21%
18
16
30
10
5
$24.7

Valley Metro Alternative Services Study

Page 7

II.

Transportation Awareness and Usage

A.

Alternative Services – Source of Awareness

The majority of cab coupon/voucher users learned about the program either through friends and
neighbors (41%) or at a presentation at a meeting place (28%). Those participating in the Recurring
Medical Trips program (RMT) found out about it primarily through dialysis/dialysis social worker
(53%) or a social worker (24%). Most participants in the Mesa Mileage Reimbursement program
learned about it from friends and neighbors or Dial-A-Ride (both 34%), or at a presentation at a
meeting place (21%).
How Learned about Service Provider

Friend/neighbor
Presentation at meeting
place

0%

Dialysis/dialysis social
worker
Cab driver/discount cab

26%
28%

0%

Dial-a-Ride

Advertising

38%
41%
34%

21%
6%

0% AB
34%
4%
1%

13%
11%
34%
10%
12%

53%

0%
4%
3%
53%B
3%
2%

Social worker

24%

3%
0%

Total
Cab coupon/voucher (A)
Recurring Medical Trips (B)
Mesa Milage Reimbursement (C)

10%

20%

40%

60%

How did you learn about the ______________ service?
Total n=311, Cab coupon/voucher: n=265, Recurring Medical Trips: n=17, Mesa Mileage Reimbursement: n=29

Valley Metro Alternative Services Study

Page 8

Friends and neighbors were the most frequently mentioned source of awareness for participants in
all three cab coupon/voucher programs. Those using the Scottsdale Cab Connection also had a large
percentage that learned about the program from a presentation at a meeting place (44%). This
source of awareness was higher than it was for East Valley or Phoenix participants.
One in five Phoenix Senior Cab users (21%) learned about the cab coupon/voucher program through
advertising, higher than was mentioned by East Valley participants (5%) or Scottsdale participants
(4%).
Table 1a: How Learned about Cab Coupon/Voucher – by Provider

Source
Friend/neighbor
Presentation at meeting place
Dial-a-Ride
Cab driver/discount cab
Advertising
Senior center

East Valley
Coupons
for Cabs
(n=82)
(A)
45%
28
16
7
5
5

Phoenix
Senior Cab
(n=117)
(B)
36%
20
14
2
AC
21
1

Scottsdale
Cab
Connection
(n=66)
(C)
46%
AB
44
4
4

Valley Metro Alternative Services Study
B.

Page 9

Alternative Services Trip Purpose

The most frequently mentioned trip purpose among those using the cab coupon/voucher program
were medical appointments (82%), errands (60%), and senior center (38%).
Participants in the Mesa Mileage Reimbursement program had the same top three trip purposes, but
there were more participants using the program for errands (80%) and visiting a senior center (57%)
than the cab coupon/voucher participants.
Trip Purpose when used Service Provider
84%
82%

Medical appointments
61%
60%

Errands
39%
38%

Senior Center
23%
22%

Shopping

93%

80%A

57%A

30%

16%
17%
13%

School
Social/recreational
outing

8%
7%

Social Security/VA

8%
7%
0%

Total
Cab coupon/voucher (A)
Mesa Milage Reimbursement (B)

17%
13%
20%

40%

60%

Where do you go when you use the __________ service?
Total n=303, Cab coupon/voucher: n=272, Mesa Mileage Reimbursement: n=30

80%

100%

Valley Metro Alternative Services Study

Page 10

For the users of all three Cab providers (East Valley, Phoenix, and Scottsdale), the three most
frequently mentioned trip purposes were medical appointments, errands, and senior center.
Like the Cab users, the most common trip purpose for Dial-A-Ride users was medical appointments,
though at a lower level than Cab users. Dial-A-Ride riders were more likely than Cab users to have
shopping and social/recreational outing as their trip purpose and less likely to be running errands.
Table 2a: Trip Purpose when used Coupons/Voucher – by Provider/DAR

Purpose
Medical appointments

East Valley
Coupons
for Cabs
(n=88)
(A)
88%

B

BCE

EVDAR
Chandler,
Gilbert,
Mesa,
Tempe
(n=455)
(B)

Phoenix
Senior Cab
(n=116)
(C)

52%

78%
D

D

Phoenix
DAR
(n=548)
(D)
59%

Errands

74

9

53

10

Senior Center

41

-

33

-

Shopping
School

A

17

30
B

14

Social/recreational outing

4

Social Security/VA

8

B

3
A

36
D

14

16

6

*

9

D

84%

F

F

C

22

Scottsdale
Cab
Connection
(n=68)
(E)

4

EVDAR
Scottsdale
(n=111)
(F)
51%

52

10

41

-

29

40
ACF

26

4

25

13

32

2

4

-

C

E

* Less than .5%
Note: Statistical significance calculated comparing the alternative service areas (A, C, and E) and alternative services vs.
Dial-A-Ride (A and B, C and D, E and F).

Valley Metro Alternative Services Study
C.

Page 11

Other Transportation Methods Used

Family and friends are the next most common source for transportation other than the alternative
service used (67%). This is true for users of all three alternative services programs.
DAR (22%), walking (20%), and VM bus/light rail (18%) followed, mentioned at much lower levels.
These methods were mentioned at similar levels by users of all three alternative services, with one
exception. There were not any users of RMT who said they use VM bus/light rail.
Table 3a: Other Transportation Methods Used – by Service Provider

Transportation Method

Total
(n=311)

Cab coupon/
voucher
(n=266)
(A)

Recurring
Medical
Trips
(n=17)
(B)

Mesa
Mileage
Reimbursement
(n=28)
(C)

Family/friends

67%

66%

76%

68%

DAR

22

21

18

25

Walk

20

20

12

21

VM bus/light rail

18

20

-

21

C

Drive self

15

16

12

4

Taxi (w/o coupons)

15

14

18

21

Community van

10

10

-

14

Q3. Other than the ______________ service, what other transportation do you use?

The other transportation methods used were similar for users of the three cab providers. The
exceptions were EV Coupons for Cabs users, who were more likely to say they rely on
family/friends and are less likely to drive themselves, and Scottsdale Cab Connection users, who
were less likely to say they use DAR.
Table 3b: Other Transportation Methods Used – by Cab Provider

Transportation Method
Family/friends
DAR
Walk
VM bus/light rail
Community van
Taxi (w/o coupons)
Drive self

East Valley
Coupons
for Cabs
(n=82)
(A)
B
78%
C
33
18
22
15
8
6

Phoenix
Senior Cab
(n=120)
(B)
58%
C
21
21
19
9
17
A
20

Scottsdale
Cab
Connection
(n=64)
(C)
67%
8
22
17
6
16
A
22

Valley Metro Alternative Services Study
D.

Page 12

Transportation Method Would Use if Alternative Services Unavailable

Almost half (46%) of all users of alternative services indicated they would not have been able to go
to their destination if the service/program were not available. This figure was higher for those using
the Mesa Mileage Reimbursement program (77%).
Four in ten (42%) alternative services users said they would have turned to family/friends if their
alternative service option were not available, followed by one in five (22%) who said they would
have taken a taxi (without coupons).
Table 4a: Transportation Method Used if Alternative Services Unavailable –
By Service Provider

Transportation
Method

Total
(n=319)

Cab
coupon/
voucher
(n=271)
(A)

Recurring
Medical
Trips
(n=18)
(B)

Mesa
Mileage
Reimbursement
(n=30)
(C)

Could not go

46%

42%

44%

77%

With family/friends

42

43

39

30

Taxi (w/o coupons)

22

23

17

13

DAR

17

17

33

13

VM bus/light rail

10

12

-

-

Walk

7

8

6

3

Drive self

5

6

6

-

Community van

4

5

-

-

AB

Q4: Thinking about the last trip you made using __________ service/program, if you had not used
the _______ service/program, how would you have traveled if the ______ were not available?

Valley Metro Alternative Services Study

Page 13

A greater percentage of East Valley Coupons for Cabs users appear to have alternatives to that
service, compared with Phoenix Senior Cab users (community van) and Scottsdale Cab Connection
(DAR, walking, community van).
Comparing alternative services users with DAR users, the primary difference was that alternative
service users were more likely to name a variety of options if their transportation option had been
unavailable, whereas the Dial-A-Ride users mentioned fewer options. Dial-A-Ride users did not
mention walking or a community van, and only a very few mentioned driving themselves.

Table 4b: Transportation Method Used if ______ Service Unavailable
– By Cab Provider/DAR

Transportation Method

EVDAR
East Valley
Chandler,
Scottsdale
Coupons
Gilbert,
Phoenix
Cab
for Cabs Mesa, Tempe Senior Cab Phoenix DAR Connection
(n=87)
(n=455)
(n=116)
(n=548)
(n=68)
(A)
(B)
(C)
(D)
(E)

EVDAR
Scottsdale
(n=111)
(F)

Could not go

48%

39%

36%

39%

46%

34%

With family/friends

49

27

40

22

41

21

Taxi (w/o coupons)
DAR
VM bus/light rail
Walk
Drive self
Community van

16

A

6

28

8

23

12

25

NA

15

NA

8

NA

9

6

15

9

11

7

E

E

E

12

-

8

-

2

-

3

*

7

1

6

-

-

2

-

2

-

CE

12

* Less than .5%
Note: Statistical significance calculated comparing the alternative service areas (A, C, and E) and alternative services vs.
DAR (A and B, C and D, E and F).

Valley Metro Alternative Services Study

Page 14

lll. Service Satisfaction Levels & Prepaid Card Interest
A.

Satisfaction with Alternative Services Related Attributes

Satisfaction with the alternative services programs was very strong. About eight in ten participants
indicated they were very satisfied with the majority of the program attributes evaluated. For all of the
transportation related attributes, at least nine in ten respondents said they were very satisfied/
satisfied.
Users were most likely to be “very satisfied” with the ease of ordering coupons. The two lowest
rated attributes were on-time pick up and trip cost. The level of very satisfied ratings was similar for
both, with approximately seven in ten respondents indicating this highest level of satisfaction.
Satisfaction with Service Provider
15%

81%

Overall satisfaction

12%

85%

Ease of ordering coupons
Vehicle comfort

82%

16%

Driver's safe driving

81%

17%

Paying the fare with coupons

81%

15%

Scheduling a trip

79%

16%

On-time arrival at destination

77%

20%

Driver's courtesy

77%

20%
22%

72%

On-time pick up

22%

69%

Trip cost
0%

20%

40%

Very satisfied

60%

80%

Somewhat satisfied

In general, how satisfied are you when you use the __________ service/program?
Sample size varies by question, ranging from 301-314.

100%

Valley Metro Alternative Services Study

Page 15

Cab coupon/voucher and Mesa Mileage Reimbursement participants provided similar satisfaction
ratings for the transportation attributes. RMT users indicated a higher level of satisfaction on eight
of the ten attributes higher than did the other two user segments, with 100% indicating they were
very/somewhat satisfied; it is highly unusual, even with a small sample size, for all users to report a
high level of satisfaction with a service.
Table 4a: Satisfaction with Service Provider

% Very/somewhat satisfied
Overall satisfaction
Driver's safe driving
Vehicle comfort
Driver's courtesy
Ease of ordering coupons
On-time arrival at destination
Paying the fare with coupons
Scheduling a trip
On-time pick up
Trip cost

Cab
coupon/
voucher
Total
(n=257-269)
(n=301-314)
(A)
96%
98
98
97
97
97
96
96
94
91

96%
97
97
97
97
97
96
96
94
90

Recurring
Medical
Trips
(n=17-18)
(B)
100%
A
100
A
100
A
100
A
100
94
A
100
A
100
89
A
100

A

Mesa
Mileage
Reimbursement
(n=27-29)
(C)
96%
96
96
96
93
96
97
89
92
96

Only three of the ten attributes also were evaluated by DAR users. Two of the attributes, driver’s
safe driving and driver’s courtesy, were rated with the same high level of satisfaction as the cab
users. However, all three DAR segments were less satisfied with vehicle comfort than the cab users
in the same geography.
Table 4b: Satisfaction with Transportation Service – by Cab Provider/DAR

% Very/somewhat satisfied
Driver's safe driving
Driver's courtesy
Vehicle comfort

East Valley
Coupons
for Cabs
(n=80-83)
(A)
98%
98
B
95

EVDAR
Chandler,
Gilbert,
Mesa,
Tempe
(n=455)
(B)
96%
96
88

Phoenix
Senior Cab
(n=116)
(C)
98%
97
D
99

Phoenix
DAR
(n=548)
(D)
96%
97
82

Scottsdale
Cab
Connection
(n=68)
(E)
97%
97
F
96

EVDAR
Scottsdale
(n=111)
(F)
96%
96
87

Note: Statistical significance calculated comparing the alternative service areas (A, C, and E) and alternative services vs. DialA-Ride (A and B, C and D, E and F).

Valley Metro Alternative Services Study
B.

Page 16

Interest in Prepaid Card

One-third of cab coupon/voucher users (33%) expressed interest in a prepaid card, while slightly
more than one in ten (13%) of RMT users were interested. Four in ten respondents, however, said
they did not know if they were interested in the prepaid card. Since respondents were not given any
details about the prepaid card, it is possible these respondents felt they needed more information
about the card before they could say whether or not they were interested.
Interest in Prepaid Card - By Service Provider
100%
80%

41%

41%

26%

26%

47%

60%
40%

40%
20%

33%

33%B
13%

0%
Total

Cab coupon/
voucher
(A)

Don't know
No
Yes

Recurring
Medical Trips
(B)

Instead of __________, would you be interested in using a pre-paid card payment system when boarding?
Total n=284, Cab coupon/voucher: n=269; Recurring medical trips: n=15

Among cab coupon/voucher users, the East Valley and Phoenix users were more interested in the
prepaid card than were the Scottsdale users (42% and 39% vs. 13%, respectively).
Interest in Prepaid Card - By Cab/Voucher Provider
100%
80%

36%

42%

46%

60%
22%

19%

40%
20%

41%AB
42%C

39%C
13%

0%
East Valley
Coupons for
Cabs
(A)

Phoenix
Senior
Cab
(B)

Don't know
No
Yes

Sctottsdale
Cab
Connection
(C)

East Valley Coupons for Cabs n=81, Phoenix Senior Cab: n=120, Scottsdale Cab Connectio: n=68

Valley Metro Alternative Services Study

Page 17

lV.

Usage of Valley Metro Fixed-Route Transit

A.

Use Bus or Light Rail

In total, one in six participants (16%) indicated they use Valley Metro transit, either a bus or light
rail. RMT participants are less likely to indicate they use VM transit than cab coupon/voucher
participants (5% vs. 17%, respectively).
Use of VM Transit (Bus or Light Rail) - By Service Povider
100%
80%
60%

84%

83%

16%

17%B

Total

Cab coupon/
voucher
(A)

94%A

86%

40%
20%

No
5%

0%

Recurring
Medical Trips
(B)

14%

Yes

Mesa Milage
Reimbursement
(C)

Do you use the Valley Metro transit (large bus or Metro Light Rail) service?
Total n=312, Cab coupon/voucher: n=265, Recurring Medical Trips: n=18, Mesa Mileage
Reimbursement: n=29

Dial-A-Ride riders in all three areas (EV, Phoenix, and Scottsdale) were more likely to indicate
ridership of VM transit than alternative services users in the same areas.
Table 5a: Use of VM Transit (Bus or Light Rail) – By Cab Provider/DAR

East Valley
Coupons
for Cabs
(n=82)
(A)
% Yes

12%

EVDAR
Chandler,
Gilbert,
Mesa,
Tempe
(n=455)
(B)
28%

A

Phoenix
Senior Cab
(n=116)
(C)

Phoenix
DAR
(n=548)
(D)

20%

29%

C

Scottsdale
Cab
Connection
(n=68)
(E)

EVDAR
Scottsdale
(n=111)
(F)

18%

31%

E

Note: Statistical significance calculated comparing the alternative service areas (A, C, and E) and alternative services vs.
Dial-A-Ride (A and B, C and D, E and F).

Valley Metro Alternative Services Study

B.

Page 18

Reasons for Not Using Bus or Light Rail

The most frequently mentioned reason for not using VM transit was that it is too far to walk to reach
the service, mentioned by more than half of cab coupon/voucher users (58%) and more than four in
ten RMT (44%) and Mesa Mileage Reimbursement users (43%).
The next two most frequently mentioned reasons were related to physical limitations: disability
prevents use and can’t ride bus/light rail without assistance (48%/36% of all non-users,
respectively).
Table 6a: Reasons for not Using Bus/Light Rail – By Service Provider

Reasons

Total
(n=244)

Cab
coupon/
voucher
(n=207)
(A)

Recurring
Medical
Trips
(n=16)
(B)

Mesa
Mileage
Reimbursement
(n=21)
(C)

Too far to walk

56%

58%

44%

43%

Disability prevents use of bus/light rail

48

45

62

71

Can’t ride bus/light rail w/o assistance

36

35

25

57

Too many transfers

19

20

B

6

14

C

19

5

A
AB

Don’t know how to ride bus/light rail

18

19

Afraid to ride bus/light rail

11

11

6

10

5

4

12

5

Use a wheelchair

Why don’t you use large Valley Metro buses or Metro Light Rail?

Valley Metro Alternative Services Study

Page 19

The reasons cab coupon/voucher participants gave for why they do not use bus/light rail were also
mentioned by Dial-A-Ride users, but at much lower levels. As noted above, the most frequently
mentioned reason cab coupon/voucher users gave was that it was too far to walk. Between 55%-62%
of cab coupon/voucher users gave this reason, compared with 19%-28% of Dial-A-Ride riders.
One difference where Dial-A-Ride users had a higher percentage of mentions compared with cab
coupon/voucher users was use a wheelchair (17%-30% for Dial-A-Ride users, vs. 1%-6% for the
cab coupon/voucher users).
Table 6b: Reasons for not Using Bus/Light Rail – By Cab Provider/DAR

Response

East Valley
Coupons
for Cabs
(n=69)
(A)
B

EVDAR
Chandler,
Gilbert,
Mesa,
Tempe
(n=324)
(B)

Phoenix
Senior Cab
(n=88)
(C)

Too far to walk

55%

Disability prevents use of
bus/light rail

48

Can’t ride bus/light rail w/o
assistance
1
Too many transfers

36
B
23

Don’t know how to ride
bus/light rail

26

-

16

Afraid to ride bus/light rail

13

10

14

Use a wheelchair
1

19%

58%

B

12

41

B

12
4

35
D
18

1

25

Scottsdale
Cab
Connection
(n=50)
(E)

25%

62%

D

19

48

D

11
4
-

E

A

D

Phoenix
DAR
(n=379)
(D)

6

7
C

30

F

EVDAR
Scottsdale
(n=75)
(F)
28%

F

9

32
F
20

F

5
3

14

-

4

9

6

17

E

Dial-A-Ride data also includes ‘takes too long’ and ‘doesn’t run when I need it’.
Note: Statistical significance calculated comparing the alternative service areas (A, C, and E) and alternative services vs.
Dial-A-Ride (A and B, C and D, E and F).

Valley Metro Alternative Services Study
C.

Page 20

Interest in Training on Use of Public Transit

Regardless of the customer segment, there was minimal interest in receiving training on how to use
public transit among those who currently are not using it. Overall, only 4% said they were
interested.

Interest in Training - By Service Provider
100%

11%

11%

12%

11%

85%

85%

88%

84%

80%
60%
40%
20%
4%

0%
Total

Cab coupon/
voucher
(A)

5%

0%

4%

Don't know
No
Yes

Recurring
Mesa Milage
Medical Trips Reimbursement
(B)
(C)

Are you interested in receiving training from Valley Metro on how to use public transit?
Base: Don't use VM transit. Total n=231, Cab coupon/voucher: n=196, Recurring Medical Trips: n=16,
Mesa Mileage Reimbursement: n=19

Interest in Training - By Cab Provider
100%

13%

9%

13%

82%

88%

83%

80%
60%
40%
20%
0%

5%
East Valley
Coupons for Cabs
(A)

3%
Phoenix
Senior
Cab
(B)

4%

Don't know
No
Yes

Sctottsdale
Cab
Connection
(C)

Base: Don't use VM transit. East Valley Coupons for Cabs n=62, Phoenix Senior Cab: n=86,
Scottsdale Cab Connection: n=48

APPENDIX A – Questionnaire

[Alternative Services] SURVEY
We need your help! We are conducting a survey about the ALTERNATIVE service that you use. Completing
this questionnaire is not required, but your answers will help improve transportation services. If you have any
questions about the survey, please call Mark Gauzens of WestGroup Research at 602-707-0050. Your answers
are completely confidential and cannot be traced back to you in any way because we do not ask for your name.
Your responses will be grouped together with a regional sample. It will take you about 5 minutes to answer
these questions. You may ask someone else to help you record your answers.
This part of the survey asks you about your use of the ALTERNATIVE service.
1.

How did you learn about this ALTERNATIVE service? (Check all that apply)
 Friend/Neighbor
 Dial-a-Ride
 Advertising
 A presentation in a meeting place such as a senior center, local library, etc.
 Other (Please specify) ______________________________________

2. Where do you go when you use the ALTERNATIVE service? (Check all that apply)
Medical Appointments
Social Security / Veteran’s Administration
Work
Other (Please Specify)
______________________________________

Shopping
Errands
Senior Center
School
Religious Service

3. Other than the ALTERNATIVE service, what other transportation do you use? (Check all that apply)
_____________Dial-a-Ride
Ride with family or friends
Valley Metro bus or light rail service
Other (Please specify)

Drive self
Walk
Use taxi (without coupons)
Community Van

__________________________________
4. Thinking about the last trip you made using the ALTERNATIVE program, how would you have
traveled if the ALTERNATIVE service were not available?
Dial-a-Ride
Drive self
Ride with Family or Friends
Walk
Valley Metro bus service or light rail service
Use taxi (without coupons)
Could not have gone
Community Van
Other (Please specify) _________________________________

Questions about your experience with the ALTERNATIVE service
5. In general, how satisfied are you when you use the ALTERNATIVE service? (RATE ALL)
Very
Satisfied

Somewhat
Satisfied

Somewhat
Dissatisfied

Very
Dissatisfied

(a) Ease of ordering Coupons
(b) Paying the fare with the Coupons
(c) Cost of trip
(d) Scheduling a trip
(e) On time pick up
(f) On-time arrival to where I am traveling
(g) Vehicle comfort
(h) Driver’s safe driving
(i) Driver’s courtesy
(j) Overall satisfaction
6. Instead of taxi coupons, would you be interested in using a pre-paid card payment system when
boarding? Pre-paid cards are purchased by the customer with a specified value and are used to pay
for taxi service. When the value of the card has been used up, the card can be replenished either by
phone or mail.
 Yes

 No

 Don’t Know

This part of the survey asks you about your general experiences with Valley Metro transit service
7. Do you use the Valley Metro transit (large bus or Metro Light Rail) service?
 Yes

 No

(If yes, go to Question 10)

8. IF NO IN Q7: Why don’t you use large Valley Metro buses or Metro Light Rail? (check all that apply)
Too far to walk to a bus stop or light rail station/no buses or light rail where I live
Too many transfers required to get to my destination
Don’t know how to ride the bus or light rail
Can’t ride the bus or light rail without assistance
Afraid to ride the bus or light rail
My disability prevents me from using the bus or light rail service
Other (Please Specify)_____________________________________

9. IF NO IN Q7: Are you interested in receiving training from Valley Metro on how to use public
transit?
 Yes

 No

 Don’t Know

IF YES in Q9: Would it be okay for Valley Metro to contact you about this training?
 Yes

 No

IF YES: Please provide your contact information:
NAME: ________________________________________________ Phone: _________________________

This final section of the survey asks some background questions about you.
10. What is your gender?
Male

Female

11. In what year were you born?
19 ________
12. In which category below does your total annual household income fall?
Less than $10,000
$10,000-$14,999
$15,000-$19,999
$20,000-$39,999
$40,000-$60,000
Over $60,000
13. Please use the space below for additional comments

Thank you very much!