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Regarding the article "New goal: 60% of Mpls. trips car-free" (June 26): I love biking and taking the bus or the light rail when it is possible, and I am happy to see that the city has ambitions to raise the percentage of car-alternative trips from around a third to around 60% in seven years. I was surprised that the only way the city mentioned achieving this was through marketing campaigns. These campaigns are good as they address one of the largest areas of opportunities (the people who are unaware/unfamiliar of transit options) — but we will have to be more creative if we are going to reach that ambitious of a goal.
One thing the article did not mention was making the whole system more convenient to use and understand for those who never or rarely use public transportation. Today if you want to take public transportation and you have not before, you have to do a ton of research and, potentially, create an account online and buy a ticket by manually typing in your information.
It's time to meet the consumer where they are when they are making their transportation decision: in Google or Apple Maps. Google has done an incredible job of showcasing not just the directions and timelines for driving, but also showing the same for biking and public transportation. Unfortunately if you select the public transportation option, you run into a dead end — just numbers of buses, but no way to buy the ticket right there.
As we hire marketing firms to improve the reputation of transit, we should consider investing in a partnership with Google/Apple Maps to make taking public transit as easy as buying a coffee.
Billy Bird, Minneapolis
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