WPC !"&<ܺc8s^v \I"~xŇ)7O, `brk}GF^xqwbS 8 jmW𖾓4b@()fnW}aVNĞpMՆ=D'ӌ \8B/kC< f8҂-ܠ'nKAr Uנ?M 5 j6GZ!?ڰ۴h qΦ׸~t Hv@ᅤAZ*83ƾ\aZ$6Cz]A ʩfPY?s-י fJ$>$%IrcNr8G9._Ǥ֖K/F{Ƹ4$F$'J88eTP~z'\bխ5WMdS4SL/ Awվc5)O}# U&N %/ 0(5 f] a_ fs fu fw ay a f a a f a f a f a f a f# a% f9 w@; 4{  a f B" a f a f a f a f' a) f= a? fS aU fi ak f a f a f a 0L  A 0D| 0K D+ f6a8fLaNfbadfxazfafafaUNfa f4a6fJaLf`ab@vo8pHI 0A 05T% 0hy 0 |-]  h h hU h[ ha hg hm hs hy h h h h h h h h h h h h h h h h h h h h h h h h HP5m OfficeHPPCL5G,,,,0nL(hH  Z 6Times New Roman RegularX($TABLE ATABLE ATABLE CH TABLE BTABLE BTABLE DTABLE CTABLE ATABLE BTABLE C erereT e'%3|xTABLE A dTABLE BTABLE CTABLE DTABLE ETABLE GTABLE FTABLE HTABLE ITABLE JTABLE KTABLE L>c$"Small Circle"0 Level 1Level 2Level 3Level 4Level 5689:&OLE 2.0 Box <=8C HKKKK(3$ !  ( $ Figure  1  'dxdTABLE ATABLE BTABLE DTABLE ETABLE FTABLE GTABLE H(hH  Z 6Times New Roman Regular TABLE ITABLE JTABLE KTABLE LST*OLE*WPC' C >&>&9!>&B8ƚx^    &>.- !xX  - "- "- "-- "- --"Systemn-"Arial- .-- .--"Arial- .--"Arial- .-- .--"Arial- .--"Arial- .--"Arial- .--"Arial- .-- "-fb' -- "-' ' ` ` `^`^'^'^' -"Arial- .- "-.-```-!70 8--  ^-UUU-U U U^-!80 ---  ^-III-I I I^-!90 !--  ^->>>-> > >^-!100 --  ^-222-2 2 2^-!110 --  ^-'''-!120 ..--"Arial- .!% of average monthly ridershipk..--"Arial- ..---"Arial- ..uPuPKP'P'PuP!JanuPuuK''u!Febuu^u^K^'^'^u^!Maru^uuK''u!ApruukukKk'k'kuk!MayukuuK''u!JunuuyuyKy'y'yuy!JuluyuuK''u!AuguuuK''u!Sepuu u K ' ' u !Octu uuK''u!NovuuuK''u!Decu..--"Arial- ..-- .- "-% PI*^*ky=- --- "-:A:`Y`YA:A--::--On:n:OO----\{ { \\----.j.MMj.j----w==ww------ *$*$  -- ..- "-% Pf^fkTyn B--- "-AP`A--WvWW--WOv^WnWO----\k{\--EdEE--_j~y__j----twttw-- --3R33-- * -- ..- "-% Pe^ebk(hysa X--- "-  P P,` A-- VVuV-- V^V^unVO-- SSrS-- kk8{\-- YYxY-- dydydj-- RRqR-- w-- I I hI-- -- yy*y -- ..- "-% P^k@y,i {-- - "-wAPw`wAAP`A- -- -O^nOO^nO- -- -\k{\\k{\- -1@11P@PP- - jy  j)jy))j- -,<,<<- -ZwiZZwywiyyw- -v vv - -- -l {l*l  {* -- ..--- "-- "---"Arial- ..- "-V=V=V---F\F{e{e\F\ !Quincy+- "-VVV--- "-FeFF ! St. Louis+3- "-VAVAV--- "- FoFoeF` ! Carbondale+- "-VVV -- - "-FUFFeUee ! Milwaukee+7--- J  )Y    E    -"Arial- .-- .-- .- "-- "--- .!$Comparing Average Ridership by Month -- .   ---'WPWin 6.0/OLE 1.0 Prefix Information MarkerQuattroPro.Graph.6nࡱ>   !#$%&'()*+,-./012345Root EntryF"SOle 9CompObjnBOlePart)F! WPWin61[6] FQuattro Pro 6.0 Graph Embed SourceQuattroPro.Graph.69qXXxxOlePres000,8QuattroPro.Notebook.6,"='>&8    &>.- !xX  - "- "- "-- "- --"Systemn-"Arial- .-- .--"Arial- .--"Arial- .-- .--"Arial- .--"Arial- .--"Arial- .--"Arial- .-- "-fb' -- "-' ' ` ` `^`^'^'^' -"Arial- .- "-.-```-!70 8--  ^-UUU-U U U^-!80 ---  ^-III-I I I^-!90 !--  ^->>>-> > >^-!100 --  ^-222-2 2 2^-!110 --  ^-'''-!120 ..--"Arial- .!% of average monthly ridershipk..--"Arial- ..---"Arial- ..uPuPKP'P'PuP!JanuPuuK''u!Febuu^u^K^'^'^u^!Maru^uuK''u!ApruukukKk'k'kuk!MayukuuK''u!JunuuyuyKy'y'yuy!JuluyuuK''u!AuguuuK''u!Sepuu u K ' ' u !Octu uuK''u!NovuuuK''u!Decu..--"Arial- ..-- .- "-% PI*^*ky=- --- "-:A:`Y`YA:A--::--On:n:OO----\{ { \\----.j.MMj.j----w==ww------ *$*$  -- ..- "-% Pf^fkTyn B--- "-AP`A--WvWW--WOv^WnWO----\k{\--EdEE--_j~y__j----twttw-- --3R33-- * -- ..- "-% Pe^ebk(hysa X--- "-  P P,` A-- VVuV-- V^V^unVO-- SSrS-- kk8{\-- YYxY-- dydydj-- RRqR-- w-- I I hI-- -- yy*y -- ..- "-% P^k@y,i {-- - "-wAPw`wAAP`A- -- -O^nOO^nO- -- -\k{\\k{\- -1@11P@PP- - jy  j)jy))j- -,<,<<- -ZwiZZwywiyyw- -v vv - -- -l {l*l  {* -- ..--- "-- "---"Arial- ..- "-V=V=V---F\F{e{e\F\ !Quincy+- "-VVV--- "-FeFF ! St. Louis+3- "-VAVAV--- "- FoFoeF` ! Carbondale+- "-VVV -- - "-FUFFeUee ! Milwaukee+7--- J  )Y    E    -"Arial- .-- .-- .- "-- "--- .!$Comparing Average Ridership by Month -- .   ---'M/23$ Arialrq}/wu3}$Arialrq}/wu3}$ Arialrq}/wu3}$ Arialrq}/wu3}@TMonth' 'D', 'YYYY Normal Comma Currency Percent Fixed DateHeading 1Heading 2 Total Comma0 Currency0 033 R033 2033 B033 033 x033 033 033 0 33 P033 0033 033 833 833 033dHY!_]<  ?tsly/qQ$  A   ?a      H`?bQ4V@EX,b PPH\ 6HeRd]/L!R|_G)v-Hdp),S6RiT*ʦȤ} t*;%gZmVe>"p0|[Mb@c6G<agtZ=&kInzƞ۩kF@X .-#t0 źOW '~?& Mb@?  #  f g i2  -./g 0d t!h $ 8>&    &>.- !xX  - "- "- "-- "- --"Systemn-"Arial- .-- .--"Arial- .--"Arial- .-- .--"Arial- .--"Arial- .--"Arial- .--"Arial- .-- "-fb' -- "-' ' ` ` `^`^'^'^' -"Arial- .- "-.-```-!70 8--  ^-UUU-U U U^-!80 ---  ^-III-I I I^-!90 !--  ^->>>-> > >^-!100 --  ^-222-2 2 2^-!110 --  ^-'''-!120 ..--"Arial- .!% of average monthly ridershipk..--"Arial- ..---"Arial- ..uPuPKP'P'PuP!JanuPuuK''u!Febuu^u^K^'^'^u^!Maru^uuK''u!ApruukukKk'k'kuk!MayukuuK''u!JunuuyuyKy'y'yuy!JuluyuuK''u!AuguuuK''u!Sepuu u K ' ' u !Octu uuK''u!NovuuuK''u!Decu..--"Arial- ..-- .- "-% PI*^*ky=- --- "-:A:`Y`YA:A--::--On:n:OO----\{ { \\----.j.MMj.j----w==ww------ *$*$  -- ..- "-% Pf^fkTyn B--- "-AP`A--WvWW--WOv^WnWO----\k{\--EdEE--_j~y__j----twttw-- --3R33-- * -- ..- "-% Pe^ebk(hysa X--- "-  P P,` A-- VVuV-- V^V^unVO-- SSrS-- kk8{\-- YYxY-- dydydj-- RRqR-- w-- I I hI-- -- yy*y -- ..- "-% P^k@y,i {-- - "-wAPw`wAAP`A- -- -O^nOO^nO- -- -\k{\\k{\- -1@11P@PP- - jy  j)jy))j- -,<,<<- -ZwiZZwywiyyw- -v vv - -- -l {l*l  {* -- ..--- "-- "---"Arial- ..- "-V=V=V---F\F{e{e\F\ !Quincy+- "-VVV--- "-FeFF ! St. Louis+3- "-VAVAV--- "- FoFoeF` ! Carbondale+- "-VVV -- - "-FUFFeUee ! Milwaukee+7--- J  )Y    E    -"Arial- .-- .-- .- "-- "--- .!$Comparing Average Ridership by Month -- .   ---'(Vm$0   (,!$0  0` (#(#  (@$0  0` (#(#0 ` (#` (# ` (T$0  0` (#(#0 ` (#` (#0 (# (#  ##Xd#UVWX?fffff?@?@33333<@:@fffff8@3@2@?  333333*@  (@  @  333333@  @ffffff@TABLE B  !#%')+-/13;=?ACEGJLNP !  Z    XXMaintainingandBuildingAmtrakRidershipinIllinois#XXd#    SummaryReport   (ITRCProjectIVAR1 )  X  PreparedbyDr.JohnT.Drea,PrincipalResearcherCollegeofBusinessandTechnologyWesternIllinoisUniversity  v   October22,1998  f  `@"XXTableofContents#XXW# F   UVm  UVm0     FOCUSGROUPANALYSIS#""J(#.(#(##3UVm݌ L  Ќ  V!  V!0  0` (#(#    SampleFrame#""J(#. ` (#` (##3V!݌ <  Ќ  V!  V!b0  0` (#(#    KeyObservationsStudentRiders#""J(#.0` (#` (##3V!b}݌ ,|  Ќ  W  WF0  0` (#(#0 ` (#` (# `   DecisionProcesses#""J(#.``& (# (##3WFa݌ l  Ќ  W  W/0  0` (#(#0 ` (#` (# `   Cost#""J(#.  (# (##4W/J݌  \ Ќ  W  W 0  0` (#(#0 ` (#` (# `   TheBus#""J(#.  (# (##5W %݌ L Ќ  W  W0  0` (#(#0 ` (#` (# `   OntimePerformance#""J(#.&&' (# (##5W݌ < Ќ  W  W0  0` (#(#0 ` (#` (# `   OnBoardExperiences#""J(#.~~( (# (##5W݌ , Ќ  W  W 0  0` (#(#0 ` (#` (# `   ConvenienceofArrival/DepartureTimes#""J(#.66: (# (##6W ݌  Ќ  W  W 0  0` (#(#0 ` (#` (# `   SuggestionsforIncreasingRidership#""J(#.8 (# (##7W ݌   Ќ  V!  V! 0  0` (#(#    KeyObservationsStudentNonRiders#""J(#.4` (#` (##8V! ݌  Ќ  W  W 0  0` (#(#0 ` (#` (# `   CompetitorstoAmtrak#""J(#.) (# (##8W ݌  Ќ  W  W 0  0` (#(#0 ` (#` (# `   BeingaNonRider#""J(#.PP% (# (##8W ݌  Ќ  W  Wq0  0` (#(#0 ` (#` (# `   AmtrakPrices#""J(#. ! (# (##8Wq݌ | Ќ  W  WU0  0` (#(#0 ` (#` (# `   Safety#""J(#.^ ^  (# (##9WUp݌ l Ќ  W  W20  0` (#(#0 ` (#` (# `   BeinginControl#""J(#.$ (# (##9W2M݌ \ Ќ  W  W0  0` (#(#0 ` (#` (# `   BeliefsaboutAmtrak#`"`"I(#.( (# (##10W4݌ L Ќ  W  W0  0` (#(#0 ` (#` (# `   ComparisonsBetweenTravelAlternatives#`"`"I(#.; (# (##10W ݌ < Ќ  W  W0  0` (#(#0 ` (#` (# `   SuggestionsforBuildingRidership#`"`"I(#.nn6 (# (##11W݌ , | Ќ  V!  V!0  0` (#(#    KeyObservationsLeisureRiders#`"`"I(#.0` (#` (##11V!݌ !l Ќ  W  W0  0` (#(#0 ` (#` (# `   LeisureTravelinGeneral#`"`"I(#.ff- (# (##11W݌  "\ Ќ  W  W0  0` (#(#0 ` (#` (# `   OnBoardAtmosphereandActivities#`"`"I(#.6 (# (##12W݌ "L  Ќ  W  W0  0` (#(#0 ` (#` (# `   TalkingwithOtherPassengers#`"`"I(#.1 (# (##13W݌ #<! Ќ  W  W0  0` (#(#0 ` (#` (# `   SightseeingfromtheTrain#`"`"I(#.. (# (##14W݌ $, " Ќ  W  W0  0` (#(#0 ` (#` (# `   OtherOnBoardActivities#`"`"I(#.- (# (##14W݌ %!# Ќ  W  W0  0` (#(#0 ` (#` (# `   Publicity#`"`"I(#.4 4  (# (##14W݌ & "$ Ќ  W  W0  0` (#(#0 ` (#` (# `   SuggestionsforIncreasingRidership#`"`"I(#.8 (# (##14W݌ '"% Ќ  V!  V!0  0` (#(#    KeyObservationsLeisureNonRiders#`"`"I(#.vv4` (#` (##15V!݌ (#& Ќ  W  Wl0  0` (#(#0 ` (#` (# `   LeisureTravelinGeneral#`"`"I(#.ff- (# (##15Wl݌ )$' Ќ  W  W]0  0` (#(#0 ` (#` (# `   PerceptionsofAmtrakOntimePerformance#`"`"I(#.hh= (# (##16W]x݌ |*%( Ќ  W  W^0  0` (#(#0 ` (#` (# `   AmtrakStrengths#`"`"I(#.$ (# (##17W^y݌ l+&) Ќ  W  WF0  0` (#(#0 ` (#` (# `   AmtrakWeaknesses#`"`"I(#.% (# (##17WFa݌ \,'* Ќ  W  W/ 0  0` (#(#0 ` (#` (# `   Safety#`"`"I(#.^ ^  (# (##18W/ J ݌ L-(+ Ќ  W  W !0  0` (#(#0 ` (#` (# `   RankingFactors#`"`"I(#.# (# (##18W !(!݌  Ќ  W  W!0  0` (#(#0 ` (#` (# `   Publicity#`"`"I(#.4 4  (# (##18W!"݌  Ќ  W  W"0  0` (#(#0 ` (#` (# `   IdeasforIncreasingRidership#`"`"I(#.2 (# (##19W""݌  Ќ  V!  V!#0  0` (#(#    KeyObservationsBusinessRiders#`"`"I(#.NN1` (#` (##19V!##݌  Ќ  W  W$0  0` (#(#0 ` (#` (# `   KeyMotivatorstoTravelMode#`"`"I(#.XX1 (# (##19W$$݌ p Ќ  W  W%0  0` (#(#0 ` (#` (# `   TravelDetails#`"`"I(#. " (# (##20W%%݌ `  Ќ  W  W&0  0` (#(#0 ` (#` (# `   TheAmtrakExperience#`"`"I(#.) (# (##20W&&݌ P  Ќ  W  Wy'0  0` (#(#0 ` (#` (# `   SuggestionsforIncreasingRidership#`"`"I(#.8 (# (##21Wy''݌ @  Ќ  W  Wu(0  0` (#(#0 ` (#` (# `   Publicity#`"`"I(#.4 4  (# (##22Wu((݌ 0  Ќ  V!  V!V)0  0` (#(#    KeyObservationsBusinessNonRiders#`"`"I(#.5` (#` (##22V!V)q)݌  p  Ќ  W  W@*0  0` (#(#0 ` (#` (# `   KeyMotivatorstoTravelMode#`"`"I(#.XX1 (# (##22W@*[*݌ `  Ќ  W  W5+0  0` (#(#0 ` (#` (# `   TravelDetails#`"`"I(#. " (# (##22W5+P+݌ P  Ќ  W  W,0  0` (#(#0 ` (#` (# `   TheAmtrakExperience#`"`"I(#.) (# (##23W,6,݌ @  Ќ  W  W-0  0` (#(#0 ` (#` (# `   BarrierstoAmtrakTravel#`"`"I(#.~~- (# (##23W-#-݌ 0  Ќ  W  W-0  0` (#(#0 ` (#` (# `   SuggestionsforIncreasingRidership#`"`"I(#.8 (# (##24W-.݌   Ќ  W  W.0  0` (#(#0 ` (#` (# `   Publicity#`"`"I(#.4 4  (# (##24W./݌  Ќ  UVm  UVm/0     RIDERS#`"`"I(#.xx(#(##25UVm//݌  Ќ  V!  V!00  0` (#(#    Methodology#`"`"I(#.> > ` (#` (##25V!00݌  Ќ  W  W\10  0` (#(#0 ` (#` (# `   KeyFindings#`"`"I(#. (# (##27W\1w1݌  Ќ  UVm  UVm@20     NONRIDERS#`"`"I(#.j j (#(##32UVm@2\2݌ ` Ќ  V!  V!20  0` (#(#    Methodology#`"`"I(#.> > ` (#` (##32V!23݌ P Ќ  W  W30  0` (#(#0 ` (#` (# `   Definitions#`"`"I(#.  (# (##32W33݌ @ Ќ  W  W40  0` (#(#0 ` (#` (# `   SamplingFrame#`"`"I(#." (# (##32W44݌ 0 Ќ  X  X50  0` (#(#0 ` (#` (#0 (# (#   LeisureNonRiders#`"`"I(#.+(#(##32X55݌  p Ќ  X  X60  0` (#(#0 ` (#` (#0 (# (#   BusinessNonRiders#`"`"I(#.VV,(#(##32X66݌ ` Ќ  X  X70  0` (#(#0 ` (#` (#0 (# (#   StudentNonRiders#`"`"I(#.+(#(##33X77݌ P Ќ  V!  V!80  0` (#(#    KEYFINDINGS#`"`"I(#.x x ` (#` (##33V!88݌ @ Ќ  W  W^90  0` (#(#0 ` (#` (# `   KeyFindings,LeisureNonRiders#`"`"I(#.,,4 (# (##33W^9y9݌ 0 Ќ  W  WV:0  0` (#(#0 ` (#` (# `   KeyFindings,BusinessNonRiders#`"`"I(#.5 (# (##37WV:q:݌   Ќ  W  WO;0  0` (#(#0 ` (#` (# `   KeyFindings,StudentNonRiders#`"`"I(#.::4 (# (##40WO;j;݌ ! Ќ  UVm  UVmG<0     StrategicAlternativesforMaintainingandBuildingAmtrakRidershipinIllinois#`"`"I(#.Z(#(##46UVmG<c<݌ #! Ќ  V!  V!H=0  0` (#(#    Strategy#1:ImprovementofStationConditions#`"`"I(#.=` (#` (##46V!H=c=݌ $" Ќ  V!  V!:>0  0` (#(#    Strategy#2:IncreasedRiderConveniencefromStationtoDestination#`"`"I(#.T` (#` (##47V!:>U>݌ % # Ќ  V!  V!C?0  0` (#(#    Strategy#3:CooperativePromotionswithChicagoAreaEvents#`"`"I(#.K` (#` (##50V!C?^?݌ p&!$ Ќ  V!  V!C@0  0` (#(#    Strategy#4:EnhancetheOnBoardEnvironmentforBusinessTravelers#`"`"I(#.S` (#` (##51V!C@^@݌ `'"% Ќ  W  WKA0  0` (#(#0 ` (#` (# `   ExtendedResearchBackground#`"`"I(#.``0 (# (##54WKAfA݌ P(#& Ќ  W  W?B0  0` (#(#0 ` (#` (# `   ExtendedResearchMethodology#`"`"I(#.1 (# (##55W?BZB݌ @)$' Ќ  W  W4C0  0` (#(#0 ` (#` (# `   ExtendedResearchResults#`"`"I(#.- (# (##56W4COC݌ 0*%( Ќ  V!  V!%D0  0` (#(#    Strategy#5:MaintainingandBuildingtheStudentRidershipBase#`"`"I(#.O` (#` (##64V!%D@D݌  +p&) Ќ  V!  V!)E0  0` (#(#    Strategy#6:IncreasingRidershipDuringLowRidershipPeriods#`"`"I(#.NNM` (#` (##67V!)EDE݌ ,`'* Ќ  V!  V!+F0  0` (#(#    Strategy#7:AdvertisingRecommendations#`"`"I(#.7` (#` (##71V!+FFF݌ -P(+ Ќ  I  -@),   7XXdXXd7@ FOCUSGROUPANALYSIS PG     SamplingFrame G     StudentTravelers:Twofocusgroupswererandomlydrawnfromvolunteerstudents  enrolledinanentrylevelbusinesscourseatSouthernIllinoisUniversity.Studentswerescreenedintotwogroups:riders(studentswhohadriddenAmtrakinIllinoisduringthelastsixmonths)andnonriders(studentswhohadnotriddeninthelastsixmonths.Focusgroupparticipantswerethenrandomlyselectedfromthesetwogroups.BothfocusgroupssessionswereheldinRehnHallatSIUonSaturday,September7,1996,andbothweremoderatedbyDr.JohnDrea.Ninestudentswereinthestudentridergroup,whilesevenstudentswereinthenonridergroup.Eachfocusgroupsessionwasapproximately90minutesinlength,andallsubjectswererecordedonvideotapeforsubsequentanalysis.Subjectswerecompensated$15fortheirtime.  LeisureTravelers:Twoseparatefocusgroupsweredrawnfromleisuretravelers.   ParticipantsfortheleisureridergroupweredrawnfromapoolofrecenttravelersfromwesternIllinoiswhohadriddenAmtrakforleisure/personalreasons.TheseridershadindicatedonareplycardthatthepurposeoftheirmostrecentAmtraktripwasforleisure/personalreasons.Potentialgroupmemberswerescreenedbyphonetoensurearepresentativemixofparticipants.LeisurenonriderswereidentifiedthroughcoldcallingindividualsinthewesternIllinoisareatodeterminewhethertheyhadtraveledforleisurepurposesinthelastyear,andwhethertheyhadusedAmtrakforleisure/personaltravelduringthattimeperiod.BothfocusgroupssessionswereheldinMacomb,Illinois,withtheridersessionmeetingonWednesday,November20,andthenonridergroupmeetingonMonday,December2.BothgroupsweremoderatedbyDr.JohnDrea.Fiveriderswereintheleisureridergroup,whileninenonriderswereintheleisurenonridergroup.Eachfocusgroupsessionwasapproximately90minutesinlength,andallsubjectswererecordedonvideotapeforsubsequentanalysis.Subjectswerecompensated$15fortheirtime.  BusinessTravelers:Twofocusgroupsweredrawnfrombusinesstravelersinthe 0 Chicagoarea.BusinessridersweredefinedasindividualswhohadriddenAmtrakinIllinoisforbusinesstravelduringthepastsixmonths,whilebusinessnonridersweredefinedasindividualswhohadnottakeAmtrakforbusinesstravelduringthepastsixmonths.BusinessriderswererandomlyselectedfromindividualswhohadpositivelyrespondedtoareplycarddistributedonAmtraktrainsforfocusgroupparticipants.BusinessnonriderswereidentifiedthroughacoldcallingprocedureofbusinesstravelersintheChicagoarea.BothfocusgroupssessionswereheldatSurveyCenterinChicagoonWednesday,November6,andbothweremoderatedbyJanieL.Urbanic.Elevenparticipantswereinthebusinessridergroup,whiletenparticipantswereinthebusinessnonridergroup.Eachfocusgroupsessionwasapproximately120minutesinlength,andallsubjectswererecordedonvideotapeforsubsequentanalysis.Subjectswerecompensated$75fortheirtime.  ,`'* Y!@  KeyObservationsStudentRiders  U     DecisionProcesses hU   1.  Thefactorscitedasbeingmostimportantbystudentriderswere:    Cost(mostimportant) p   Convenience(primarilyconvenientdeparture/arrivaltimes) `    Abilitytodo stuffwhileonthetrain(relax,sleep,party) P    Comfort(includingsafety) @  8  Ifeelsaferonthetrain,especiallywhentheweathersbad. p    2.  Amtrakisnottheprimaryoptionformoststudentriderscarpoolingisthepreferred P  alternativeformoststudents.Bustravelisalsoconsidered.Thetypicaldecisionprocessfora @  studenttraveleristomakethedecisiontotraveltotheChicagoareaearlyintheweekandthenspendseveraldayssearchingforacarpoolinwhichtoride.IfnocarpoolcanbefoundbyFriday,thenanAmtrakticketispurchased.8  Itsnotatoppriority,butIwilltakeit(Amtrak)ifIhaveto.   8  IfImgoinghomeforamonthortwo,Ineedmycar.ButforThanksgiving,  weekends,SpringBreak,Idontneedmycar.   8  Thetrainisexpensive,andtheresnoconvenienceontime.Thecarscheaper, ` andmoreconvenient,butyourewastingsixhours.P     Cost [ 0 1.  Thecostofticketsdominateddiscussion.StudentsperceiveAmtrakasanexpensive  p meansoftravelto/fromChicago,particularlyincomparisontothecostofcarpooling. ` 8  (Amtrak)worksnice,becauseitsonly$20moretoridethetrain(thantodrive). P Butwhenyoucangetfivepeopleinacarpool,itsonlyabout$10apiece.Itsnothing.0   8  Itskindofnicetoride.ButifImlowoncash,Icanride(inacarpool)forten ! bucksaperson."    8  Itsexpensiveifyouhavetopay$79everytimeyouhavetogohome(becausethe $" universityisclosedandwehavetoleavethedorms).% #   8  IfIhadthemoney,Idalwaysridethetrain.`'"%   2.  StudentsperceivethatAmtrakpricesareraisedduringholidayperiodsinordertogouge @)$' themonprice.Studentstakeaselfcenteredapproachtounderstandingthesesituations, 0*%( assumingthatAmtrakraisespricesduringtheseperiodsbecausestudentsmusttravelandhavelimitedalternatives. ,`'* 8  They(Amtrak)raisethepriceduringtheholidays.   8  Idontunderstandwhytheyhavetoincreasetheholidayrate.Itseemslikethere  shouldbeadiscount.   8  AlotofmyfriendsusedtotakeAmtrakduringtheirfreshmanyear,buttheydont `  anymore.Itshardtoget$100threetimesduringthesemestertogohome,andthentheyraisethepriceduringtheholidays.@    8  They(Amtrak)knowweregoingtotakeitiftheyincreaseitordecreaseit(prices  p  duringtheholidays).Theyknowwevegottotakeit.`      TheBus [d  @  1.  ThebusisathirdalternativewhichrankedbehindcarpoolingandAmtrakformost 0  Amtrakriders.Bustravelwasperceivedasbeingtimeconsumingandlessenjoyablethan   Amtrak,andmorepoorlyscheduledthancarpooling.MostAmtrakridershavegivenitactiveconsiderationasatravelalternative,however.MosthadcalledGreyhoundforscheduleinformation,ratherthanrelyingonwordofmouth.8  ThebusmakeswaytoomanystopsIenjoythetrainmuchmore.   8  Theproblemwiththeexpressbusisthatitleavesat10:00am,andalotof p peoplecantcatchit.`   8  Ilikeit(thebus)...butIenjoythetrainmorethanthebus,becausethebusmakes @ waytoomanystops.0     OntimePerformance :h  ` 1.  Most,butnotall,studentsperceivethetrainasroutinelylateatdepartingandarrivingat P thefinaldestination.Therewasgeneraldissatisfactionwithalackofcommunicationsurroundingdelays.  Thetrainsneverontime.   8  Afriendsatwaitingfrom3until7pmforthetrain.Therewasno "  communication,andshejustsatandsat,andtheydidnttellhernothing.Shecouldhavegonebackhomeandsleptorsomething.$"   8  ASt.Louistrainwassupposedtoleaveat7:30,butdidntleaveuntilabouta p&!$ quarterto11.Afreighttrainhadbrokendownorsomething,buttheydidnttellusanything.Youhadtoask50questionstofindoutwhatwasgoingon.P(#&   8  AmtrakneedstogiveoutinformationonMetratimes.Itsjustalittle 0*%( convenience.Airlinesdoit.Amapshouldhelpwithtimes.IfAmtrakisdelayed,IneedtoknowiftheresatimeIcangetanothertrain.Idrathertakeatrainthe ,`'* wholewaythanhavemyparentscomegetme.     OnBoardExperiences m   1.  Overcrowdingisperceivedbystudentstobeaseriousproblem.Coupledwithahigh  perceivedticketprice,itcreatesanegativeassessmentofAmtrakasapoorvalueincomparisontoCarpooling.StudentsperceivedtheovercrowdingtobeafunctionofpoorplanningonAmtrakspart,ratherthanalimitationofequipment.8  Peopledownherewanttokeepthetrain,buttheydontwanttorideitcauseits @  alwayssocrowded.0    8  Imgoingtopaytositonthefloor?`    8  Airlinesaddmoreflightsduringtheholidays.YouwouldthinkAmtrakwouldadd @  moretrainsduringbusytimes,too,withalloftheuniversities.0    8  Peopleknowthetrainsgoingtobepacked,thatswhyfreshmanveerofftothe  carthing.Theyrethinking,nah,Idontwanttostayinhere(apackedtrain)forsixhours.   8  Thecoachisalwayspackedaroundtheholidaysonthespecialtrain(coach  sectionoftheCityofNewOrleans).Youreallyhavetomakethatchoiceinadvance,becauseitsalwayspacked.`   2.  TravelbyAmtraktoChicagoisgenerallyperceivedasamoreenjoyableexperiencethan @ goingbycarorbybus.RespondentsfrequentlycitedcomfortandtheabilitytorelaxasAmtrak 0 strengths.8 `  p` `  8  Idonthavetodealwith(gettingtired.)Icanjustlaybackandrelax.`   8  Itwaslikeahugepartyonthetrain.Somebodyhadthestereouprealloud,and @ peopleareplayingcards,laughing.0   8  Idontworryaboutfallingasleepontheexpressway(whenItakeAmtrak).!   8  WheneverImdrivingforsixhours,ImthinkingGee,Icouldbedoing #! something.$"   3.  Somestudentridersthoughtsomestudentswhotravelonlybycarpossessnegative p&!$ perceptionsabouttraintravel. `'"% 8  Alotofpeoplewhodontridethetraintalkbadaboutit,sayingIdontwantto P(#& ridethetrain.Theyfeelliketheyrealowerleveliftheyhavetoridethetrain(insteadofdriving).0*%(   4.  Severalridersexpressedparticulardissatisfactionwithtrainsthataretoocoldduringthe ,`'* Y!7XXdXXd7  Y!7nXXdXXd7  summer.  8  ItsfreezingonthetraininthesummerIcantsleep.   8  Itsalwayscoldonthetrain.     ConvenienceofArrival/DepartureTimes z  P  1.  Whilethe4:30pmdeparturetimeissomewhatconvenient,moststudentswouldprefera @  seconddeparturetime(fromCarbondale)laterinthedaysotheywouldnothavetohurryfrom 0  classes.ThesameparticipantsalsoindicatedaninterestinalaterdeparturecomingbacktoCarbondale.8  Iwaswishingtheyhadadifferenttime.Iwaswillingtopaytheextratocomein P  atadifferenttime.IwasheadinghomeforthesummerandIwantedmoretimetodosomethingsthatwasall.0    8  Studentshavetosprintfroma2:30classtogettothetracksby4:00pm.   8  Yourepaying(togohome)from9:00pmonFridayto4:00pmonSunday  thatsalotofmoneyforashortperiodoftime.     SuggestionsforIncreasingRidership ~:  p 1.  Studentsgenerallysuggestedthatareductioninpriceswouldincreasethenumberof ` studentswantingtoride.However,theyalsorealizedthatthiswouldtriggerevenmoreovercrowdingonpeaktraveltimes.Therewassomeinterestinlowerfaresformidweektravel.8  MaybeastudentratetocompetewithbussesyoushowyourstudentID.0   8  MaybeIcouldskipclasstosavemoneyonalowerpricedmidweekticket.`   8  Thetimesaboutthesameforthecarandthetrain.Whenthereareairfare @ wars,itgetspeopletofly.Givepeopleacheapdeal,sayinghey,cometakethetraintoanSIUfootballgameandcheeryourteamontoavictory.Instead,itslike:Heresthetrain,andhereit(theprice)is.!   8  Gettingmorestudentstorideonweekendsisjustgoingtohavemorepeople #! sittingonthefloorandbeingunhappy.$"   2.  Thepatternsofselectingtransportationalternativesappeartobeestablishedearlyina p&!$ studentscollegeexperience.Oncestudentsstartgoinghomeviacarpools,itisdifficulttobreak `'"% thehabit.Toincreasethenumberofriders,youneedtotargetstudentsveryearlyintheircollegecareersandgetthemintoridingAmtrakasahabit.8  Freshmanandsophomoresreallyneedthetrainbecauseofrestrictionsabout 0*%( carsoncampus. +p&)    ,`'* 8  LaborDaywouldbeagreattime(togetnewstudentsonthetrainforthefirst  time.)Theyregettinghomesickbythen.   3.  Parentsoffirsttimefreshmanandtransferswereidentifiedasaprimetargetmarket.  Severalstudentsindicatedthatforfirsttimestudents,parentswouldlikelyhaveastrongpreferencefortheirson/daughterridingthetrainto/fromcollegeinsteadofCarpoolingortakingthebus.Thereasonsforthispreferencewasoneofsafetyforthestudentandpeaceofmindfortheparents.Studentsindicatedthatparentswouldlikelybewillingtobuymultipleroundtripticketsfortheirson/daughteratthestartofthesemester.8  Alotofparentsdontwanttheyrekidsbeingsofaraway.Asaparent,theyre  p  allworriedaboutwhatsgoingtohappenwiththeirkids.Butiftheycouldbuytheticketssotheydknow(thekids)aregoingtobeonanicesafetrain,youknow,Ithinktheydlikethat.@    8  Parentsarewillingtospendmoneyatthestartoftheyear.    8  Bussesmyparentswouldbescaredofbusses.Theyknowthetrainistheleast  dangerousalternative.    @H H   KeyObservationsStudentNonRiders C  p   CompetitorstoAmtrak   P 1.  TheprincipalalternativetotravelbyAmtrakistravelbycar.Inparticular,mostofthe @ nonridersinthegroupdrovetheirowncars(ratherthancarpooling).Thisappearstoberelatedtotheneedofnonriderstobeincontrolofwhenandwheretheytravel.2.  Thebusisalsoconsideredasanalternative,thoughitisperceivedashavingsomeofthe ` limitationsofAmtraktravel.8  GreyhoundhasabusthatsevencheaperthanAmtrak,andIdtakethatifIdidnt @ takemycar.0     BeingaNonRider r  ! 1.  Mostnonridershaveneverbeensignificantriders.Alloftherespondentsindicatedthey "  didnotactivelyconsiderAmtrakwhenmakingatraveldecision.8  Neverreallythoughtaboutit.$"   8  TrainswereneveraroundwhenIwasgrowingup.p&!$   8  Accessisabigpartofit.P(#&     AmtrakPrices   0*%( 1.  Amtrakspriceswereperceivedastoohighbynonriders,particularlyinrelationtothe  +p&) perceivedpriceoftravelbycar.Nonridersconsideronlythecostofgasolinewhenconsidering ,`'* thecostofdriving,makingthecostofgoingfromCarbondaletoChicagoabout$20.2.  NonridersfrequentlyoverestimatedAmtrakticketprices,buttheactualpricewasstill  outsideanacceptablerange.Pricesof$112and$120werequotedthesearepresumedtobepricesfortheCityofNewOrleansthatthestudentsassumedappliedtoalltrains.8  Ifyouhaveyouownvehicle,itsalotlessexpensivetodrive.`    8  Forgas,Icangetthereandbackfor$20.@    8  $112togobackandforthtoChicagoisoutrageoustome. p    8  (Youve)gottobeabletocomparewiththecostofdriving.P    8  At$120,youreallyhavetothinkaboutitwhetheryouwanttogotoChicago.But 0  ifitwaslike$20eachway,thatdbenothing.    3.  Priceisattributedbynonridersasanimportantbarrierwhichkeepssomefrombecoming  riders.8  Youneverknowwhosgoingtobeonthere.Isatnexttoaguywhosmelledso  bad,andthetrainwasfullsoIcouldntmove.Askedlaterifthisformerrider  wouldbecomearideragainifthepriceofaroundtripwas$40,evenwiththistypeofrideronboard?Yes.`     Safety ɗ  @ 1.  Nonridersseemtohaveadeterministicattitudetowardtravelrelatedaccidents;thatis, 0 travelrelatedaccidentsaregoingtohappenandthereislittlethatcanbedonetopreventthem.Asaresult,nonridersdonotactivelyconsidersafetyasaprimaryinfluenceondecisionmaking. ` 8  AsfarasImconcerned,ifyouregoingtogetinacarwreck,itsgoingto P happen.@   8  ImalwaysworriedaboutfallingasleepwhenIdrive.Itsscary.Question: But   notenoughtoswitch?No.!   8  Youjustdothebestyoucan.#!   2.  Whenthebarrierofticketpriceswaslowered,nonriderswouldcitesafetyreasonsmore % # asareasontotakeAmtrak.Oncepriceiseliminated,safetyappearstobecomeamorerelevant p&!$ influenceondecisionmaking.8  Ifthepriceswerelow,you(couldtakethetrainand)wouldnthavetoworry P(#& aboutablowntireandstufflikethat.@)$'   3.  Parentsofstudentsaremorelikelytobeconcernedaboutstudentsafetythanthestudents.  +p&) Despitethedeterministicattitudetowardtheirownsafety,nonridersgenerallyindicatedthatif ,`'* theywereparents,theywouldprefertheirsons/daughterstoridethetrainthandriveforsafetyreasons.4.  Nonridersareawareoftrainaccidents.AllofthenonridersrecalledtheFoxRiver  Groveaccidentbetweenabusandatrain.(Ironically,thisaccidentapparentlywasperceivedasa trainaccidentasopposedtoan auto/busaccident.)Publicitysurroundingtheseaccidentscreatessomesafetyconcernsfornonridersconcerningtraintravel.8  Wheneveratrainaccidenthappens,everybodyknowsaboutit,butwhenacar @  accidenthappens...(shrugsshoulders).0    5.  Nonridersareawareofsafetyhazardsofdriving,butarenotconcernedenoughtotake `  thetrain(presumablyduetopricesandlossofcontrol).Nonridersdonotactivelyconsiderthe P  possibilityoftrainaccidents.Femalenonridersweremoreconcernedwithpossibleautobreakdowns.8  Whenyoureinacar,youareincontrol(ofsafety),butwhenyoureonatrain   someoneelseisincontrol.     BeinginControl    1.  Oneofthemostimportantbenefitsofautotravelrelativetotraintravelistheabilitytobe  incontrol.Nearlyallnonriderscitedtheabilitytogowhenandwheretheywantasmajor  advantagesofautotravel.8  WhenIdrive,IgowhereIwant,IcanstopwhenIwant.`     WhenImdriving,Imincontrol. @ 8  (Evenifticketpriceswerelow)Idprobablyattempttotakethetrainmore,but  p Idprobablystilldrive.Ineedmycar.`   8  Youdontwastetimeorhavetoworryaboutthetrainbeinglate,justthrowyour @ stuffinandgo(theresultisthatitsquickertotravelbycar).0   8  Ifyouregoingupthere(Chicago)tofoolaround,youllneedyourcar.!   8  IdontwanttofeelrushedthatIvegottobesomewhere.Iwanttotakemytime.#!     BeliefsaboutAmtrak Ԁ  % # 1.  Nonridersholdsomenegativeperceptions,particularlyconcerningovercrowdingonthe p&!$ train.Thelackofassignedseatswasaconcerntosomenonriders,whoseframeofreferenceforthisissueisthereservedseatingpoliciesonmostairlines.8  IveriddenAmtrakthreetimes,andsomethingbadhashappenedeverytime.@)$'   8  ItwassofullIcouldntsitdownforthreehours. +p&)    ,`'* Ѐ8  IfImpayingtheequivalentofwhatIdhavetopay(todrive),Imnotstanding  up.   8  Theyshouldknowfrompreviousyearshowmanycarstohave.   2.  NonridersdidnothaveanypreconceivedopinionsaboutthefriendlinessofAmtrak `  staff,orthetypeofindividualwhoridesthetrain(otherthancollegefreshmen.)Nonriderswere P  notgenerallyawareifAmtrakwasregularlylate,butsomenonridershadheardoflengthybreakdowns.8  Studentshadtowaitonboardfor4or5hours. p    3.  NonridersheldsomepositivebeliefsaboutAmtrak,includingtheabilitytosleeponthe P  train.Nonridersalsoknewthegeneraltimeswhenthetrainleftandreturned.  ComparisonsBetweenTravelAlternatives     1.  Subjectsevaluatethecostsoftravelalternativesdifferently.Nonridersperceiveall  travelcostsforAmtrak(i.e.,ticketandthecostoftaxis),butonlyconsiderthecostofgasoline  whendrawingcomparisonstoautotravel.2.  Nonriderscitedseveralnegativeaspectsassociatedwithautotravel.Theseincluded  safetyconcerns(accidents,breakingdown)andspeedingtickets.However,thesearenot p consideredascostsofautotravelonlyaspotentialconsequences.3.  Mostnonridersindicatedtheydidnotconsidertheamountoftimelostintransit.Most @ treatedthisasa costofgettingtotheirdestination.  SuggestionsforBuildingRidership 0  ` 1.  Nonridersuggestionsforbuildingridershipwerepredominantlyintwocategories:price P reductionstoencouragemorefrequentridership,andincreasedpromotiontowardsnonriderstocreateawareness.Nonridersindicatedthepricediscountsformultipleticketpurchases(e.g., 0 buythreeticketsgetonefree)wouldinfluencecurrentridersmorethannonriders.8  Thepeoplewhorideit(Amtrak)nowarethepeoplewhohavealwaysriddenit.!   8  Giveticketsout(togetnewriders).Maybeifsomepeopletriedit,theydlikeit.    0   8(#(#InOhio,Greyhoundhadthisthingwherefor$39,youcouldgoalmostanywhereinthestate.p&!$   8  Getthewordout.(The)onlywaywehearaboutit(Amtrak)iswhensomething P(#& badhappens.@)$'   2.  Severalnonridersindicatedthattheywereunlikelyto giveuptheircarstoride  +p&) Amtrak,regardlessofactionstakenbyAmtrak.Thesefeelingsappearcenteredonthedesireto ,`'* remainincontrolofonesitinerary.3.  ParentsandnewstudentsaretwoimportanttargetmarketsforAmtrak.Inparticular,  parentsarelikelytobemotivatedoversafetyconcernsfortheirchildren.8  Peoplewhohavenotriddenarenotgoingto(ride)unlessyougivethemareason.p   8  Targettheparents.P    @''  KeyObservationsLeisureRiders <   p    LeisureTravelinGeneral :  P  1.  Leisuretravelcanbesubdividedintotwogeneraltypesoftrips:thosewherethe @  destinationisthesourceofleisure,andthosewherethetripisaprimarypartoftheleisureexperience.Fortheformergroup,thetrainisameansofgettingtoleisure,whileinthelatterthe   trainispartoftheleisureexperience.Thedistinctionisimportant,becauseofwhattheconsumer  isseekingfromtheexperience(transportationvs. anexperience).2.  Mostindividualsseemtobetravelingtoaleisure/personaldestination(e.g.,toseefamily  orfriends),andAmtrakisthemeansofgettingthere.Amtraktravelappearstobemoreofa  leisureexperienceinandofitselfforgroupsoftravelers.(Thisconclusionneedstobeverified p withalargersample.)3.  Mostleisureridersappeartohave grownupridingtrains.Allleisureridersinthefocus @ groupindicatedtheyhadbeenridingtrainssincetheiradolescentyearsorearlier.8  WhenIwasakid,weusedtotakethetrainstoTennesseeeveryyear,andIlived  p inChicago,soIrodethere.`     OnBoardAtmosphereandActivities 9:  @ 1.  Leisureridersweregenerallypositiveaboutonboardexperiences.Primarystrengths 0 citedweretheabilitytorelax(talking,sleeping,lookingoutthewindow),peaceofmind(forothersandyourself:arrivingatyourdestinationwithoutincident),andpersonalproductivity(reading,catchinguponwork,etc.)8  Youcansitbackandsleep,youcancatchuponthingsyoucouldntdootherwise. #! Sometimes,itsnicetobeabletositandtalk.Somebodyelseisdoingthedriving.$"   8  Forme,itspeaceofmindbecausemyMomandDaddontlikemedriving.p&!$   8  FormethereasonItakethetrainisitsfaster,andIcangetthingsdonewhile P(#& Imtraveling.Question: Soitmakesyoumoreproductive?Oh,absolutely.@)$'   8  Idontlikedrivingthatfar(toChicago)alone.Iliketositbackandrelaxand  +p&) watchthescenery.Idonthavetoworryaboutparking.Itsnice.,`'*   Ї  Otherpointscitedbyleisuretravelersincludecomfort,reliabilityforinstatetrips  (especiallyduringbadweather),friendlypersonnel,smoothride,andrelaxing.  8  ThatsagoodpointontheadvantagesofAmtrak.Itsrareifitdoesntrun  duringbadweather.   8  Ithinktheyrebetter(morecomfortable)thanmostairlines.`    8  Itsreallycleanandnice.Theseatsarenice,arentlikepokedwithholesand @  things.TheChicagotrains(Metra)arelikethat.0    8  Iwouldthinkthesafenessofthetripismostimportant.`    8  Itsnicetobeabletositbackandrelaxandlookoutthewindow.@    8  Ijustenjoythewholehistoricaspectofit.Idhatetoseethetrainsdisappear.I   cantexplainititsjustanicefeeling(tobeonthetrain).     FocusgroupmembersrankedthefollowingasthemostimportantfactorsconcerningAmtraktravel:  1. ` Safe/relaxingwaytotravel(mostimportant)    2. ` Convenientmeanstotravel p The abilitytobeproductivewhiletravelingand pleasantenvironmentwereapproximatelyequaltoleisureriders.2.  LeisureridersperceiveagoodlevelofservicefromAmtrakonboardpersonnel. 0 8  Itsverynice.Everybody(onboardpersonnel)wasreallynicewhenwe(asenior  p citizenandherdisabledhusband)goton.`   3.  NegativeaspectsoftravelbyAmtraksurroundprices,overcrowding,andoccasional @ equipmentmalfunctions.However,thesewerefaroutweighedbythepositiveaspectsoftravel 0 byAmtrakpreviouslycited.0   8(#(#(Negativesare)therestrooms,andtheticketprices.Thepricesonsnacksare ! high."    8  Dependingonthetypeofcrowdonthetrain,itcangetprettyloud.Theresbeen $" onetimeIcamebackafteraBearsgameanditwasprettyoutrageous(laughing).% #   8  IgotoninLaGrange(headingsouthwest),andwhenwestoppedinNaperville, `'"% andtherewerenomoreseatsleft.Reservationsmighthelpabit.P(#&   8  Theyshoulddosomethingaboutthefumesinthoseareasinbetweencars.Ihad 0*%( tostandthereoncebecausethetrainwassocrowded,anditwassobad. +p&)    ,`'* 8  Probably(thetrain)breakingdown.   8  Afriendofminesaysthatifacrewreachestwelvehours,theystopthetrainand  changecrews.Theywerewayoutinthebooniesandstoppedthetraintowaitforanothercrew.Shesaidtheywereoutinthemiddleofnowhere.p     TalkingwithOtherPassengers  P   1.  OneofthepositiveelementsoftravelbyAmtrakistheabilitytotalkwithother @  passengerswhiletraveling.Most,butnotall,leisureridersindicatedtheyliketoinitiate 0  conversationswithothersonthetrain.  p  8  Itmakesyoufeelbetterwhenyoureonthetraintotalktopeople.`    8  Ifyouresittingnexttosomeoneyoudontknow,itskindofawkwardnotto(talk @  tothem).    8  Ienjoytalkingtopeople.Sometalkback,somedont.   8  Ithinkitaddstotheexperienceforsomeonewhoisasocialperson.   8  Iliketoobservepeople.   8  Icantgetpeopleonaplanetotalk.`   2.  Thereisapparentlyacriticalmassforcreatingapleasantsocialenvironmentonthetrain. @ Leisureridersindicatedtheyreferredthetraintobemorefilledthanemptyiftheywereplanningontalkingwhileonboard.  Ilikeitwiththewholetrainfilleditaddssomethingtotheatmosphere. `   SightseeingfromtheTrain S:  @ 1.  Allleisureridersnotedthattheyenjoyedlookingoutthewindowswhiletravelingon 0 Amtrak.Thiswasparticularlytrueforleisuretravelerstravelingalone.   8  Itsinterestingtowatchthecountrysidefromthetrain.Youseeareasyou ! wouldntseefromacar.Iliketostopatstationsandseethepeople.Itsinteresting.#!   8  Ireadfromabook,andthenIllputitdownandlookoutthewindow.% #     OtherOnBoardActivities :  `'"% 1.  Leisuretravelersalsoindicatedthattheyliketoreadintransit.Individualstraveling P(#& alonespecificallynotedadesiretobeabletosleep(iftheychoose)whileonthetrain.8  Iliketoread.Itsfuntoreadinasmallsecludedarea.Itseasiertodoworkat 0*%( night.Duringtheday,Imtoobusylookingoutthewindow. +p&)    ,`'* 8  Isleeponthetrain,too.AndIgettwoseats.     Publicity :   1.  Theonlypublicitynotedbyleisuretravelersduringthepasttwelvemothshadbeen  negative.Allwereawareofthepossiblelossorreductionofservice. p 8  TheytalkabouttheymightstoptheAmtrak.`    8  TheressomethingaboutAmtrakrefusedGovernorEdgarsproposal.That @  concernedme.0      SuggestionsforIncreasingRidership :  `  1.  Mostsuggestionsforencouragingcurrentriderstoridefocusedonthefrequencyoftrains P  andticketprices.Pricereductionsforquantitydiscounts(e.g.,buythreetickets,getthefourth @  ticketfree)wereperceivedaslikelytoincreasethefrequencyofridingbycurrentriders.Lowerpricesduringtheweekwerenotperceivedaslikelytostimulateleisureriderswhoworkorattendschool,exceptduringannualvacations.8  Ithinkifthepriceswerelowerandofferedmoretrains,theycouldgetpeopleto  commutefromfartherouttoChicago.   8  IknowMetraoffersweekendpassessincetheirridershipishigherduringthe  week.p   8  Imightridemoreofteniftherewasmorefrequencyoftimes.P   2.  Ridersindicatedaninterestina5:00pmdepartureinadditiontotheexistingtrain. 0 8  Maybetheycouldaddasecondtrainonweekends. p   3.  Toconvertnonridersintobeingriders,severalsuggestionswereoffered,includinggroup P ratesfororganizations,freeticketsforindividualswhohaveneverridden,andtyingAmtrakticketsmorecloselytospecificChicagoevents(e.g.,sellinganAmtrakticketandaticketto 0 Wrigleyfieldforasingleprice.)8  (Runadsthatsay)Ridewithustosee(aspecificattraction)orsomethinglike ! that.Givesomeonelikemewithnoimaginationlikemyselfanideaofwhattheycando.#!   8  Iftheresaspecificshoworsomethinggoingon,offergrouprates.% #   8  WhenIwasinCaliforniaandtheystartedthetraininLongBeach,theygavefree `'"% rides.P(#&   8  Makesomekindofspecialpromotiontogettheattentionoffirsttimeriders.0*%(   3.  Leisureridersindicatedthatitwasmorelikelytogetanonridertorideifthenonrider ,`'* wasaccompaniedsomeonewhohadalreadyridden(i.e.,individualswhohasneverriddenwere  perceivedasunlikelytoridealone.)Consequently,offerstoencourageleisuretravelerstotryAmtrakforthefirsttimeneedtoconsidertheroleoftherideraswell.@T T   KeyObservationsLeisureNonRiders C  p   LeisureTravelinGeneral : P   1.  MostleisurenonriderspredominantlydrivetoChicago,andmakefrom18tripsper @  year.Thebusisrarely(ifever)considered,andthenonlybyyoungertravelersoraspartofa 0  grouptourforseniors.FromMacomb,airtravelto/fromChicagoisnotanoption.8  Question Howdoesthebuscompare?Answer:(laughter)Ifitspointtopoint, `  itsnottoobad.(But)youhavetodealwithasectionofhumanityyoudrathernotdealwith.@      Youdontflyfromhere(Macomb)toChicago.   2.  Mostleisuretravelersplantheirleisuretravelseveralweeksormonthsinadvanceof  departure.Thereislittleconsiderationofalternatives,unlesssomespecialconsiderationsare  present(weather,needforthegrouptodepartatdifferenttimes).Thecaristhedefaultmeansoftransportation.3.  Mostleisurenonriderstravelingroupsoftwoormore.Theexceptionisstudentnon ` riderstravelingforleisurepurposes,whofrequentlytravelalonetovisitfriends.4.  Leisurenonriderspreferthecaroverthetrainlargelyfortworeasons:convenienceand 0 cost.  p 0  A. ` Thecarisseenasmoreconvenientbyofferingcontroloverdeparture/arrival ` times,andalsobyreducinganxietyoverlogisticsuponarrivalinChicago(i.e.,howwillIgettomyfinaldestination?).Lackofknowledgeonhowtotravelbygroundtransportationuponarrival(e.g.,Metra)wasfrequentlycited. (#(# 8  WedprefertheflexibilitytogoanywhereinChicago.!   8  WemaybeleavingonaFridayandsomethingcomesup,sowecanleaveon #! Saturday.$"   8  Idonthavetoworryabouthowtogetfromthetrainstationtothedestination.p&!$   8  ThefirstthingIdthinkof(abouttakingAmtraktoChicago)arelogistical P(#& problemswhospickingyouup?@)$'   0  B. ` Thecarisalsoperceivedaslessexpensivethanthetrain,withmostnonriders  +p&) usingthecostofgasolineandthecostofanAmtrakticketasthebasisforcomparison. ,`'* Couponswererecalledbymost,butnotcitedaseffectiveinencouragingnonriderstobecomeriders. (#(# 8  Icangetupthere(Chicago)for$10$15.   8  Therearefiveinourfamily,sototalcostisaconsideration.`    8  ThetimeswereallyenjoytheAmtrakiswhenitisaoneortwopersongroup.@    8  Myschedulingconcernswouldbecomelessrigidifthepriceswoulddrop. p    8  Didntreallystimulatemetowanttoridethetrain.P    0  C. ` ManynonridersappearpoorlyinformedonAmtrakpricesbeyondthebasic 0  roundtripcost.Forexample,anonriderwithchildrenwasntawareofdiscountsfor   kids,andseveralindicatedtherewaslittlemoneytobesavedbybuyingaroundtripticket(ascomparedtoaonewayfare). (#(# 5.  Forstudentleisureriders,thecurrentQuincyChicagoAmtrakscheduleisnotpopular.  The7:00amdeparturetimerequiresstudentstoeitherwaituntilSaturdaymorningtodepart,or  skipallFridayclasses.NonridingstudentscitedAmtrakasapoorvalue,sincetheywereforcedtohaveashorterstayathomewithaSaturdaydeparture(asopposedtogoingbycar,whichallowsforaFridayafternoondeparture.)8  Ifyoureastudent,runanighttrainonFridaynight.Idontwanttoblowmy @ Fridayclassesoff.0   8  Thehoursforthetrainwerentverygood,anditsmoreexpensive.`     PerceptionsofAmtrakOntimePerformance e  @ 1.  Onlyonegroupmemberreportedproblemswithontimeperformance.However,the 0 generalperceptionofthegroupseemedtobethatsuchperformanceisaproblem,basedonwordofmouthfromotherAmtraktravelers.8  Maybemaybeitllgetyouthereat10:30."    8  Ipersonallyhaventhadproblems(withAmtrakarrivingontime),butmyfriends $" have.% #   8  Ithinkitdependsonthetimeoftheyearitsexpectedtohavemoreproblemsat `'"% heavytimesoftheyear,likeThanksgivingandChristmas.P(#&   8  Theystrivetobeextremelypunctual.Ihaventhadanynegativeexperiences.0*%(      ,`'* AmtrakStrengths    1.  Amtrakisgenerallyperceivedbyleisurenonridersasmorecomfortablethanthecar,and  providingamorerelaxinginroutetravelexperiencethantheautomobile.Nonridersfrequently  citedthe noworriesappealofAmtrak.8  Youdonthavetodrive.p     Youcangetupandwalkaround. P    Youhavenoworries. 0    Thescenerysnice. `    Youdonthavetoworryaboutthetraffic. @    Werelaxonthewayhome(fromshoppinginChicago)itsjustalotoffun.  Ifyoureastudent,youcangetworkdone.  8  Idtell(someonewhohasneverridden)totryititsagreatexperience.Its  totallyatyourleisure.Theresallkindsofstuff.Everyoneshouldexperienceit.     AmtrakWeaknesses   ` 1.  Nonridersfrequentlycitedconcernsoverlogistics󀄀howtogetfromthestationtoother P locationsaroundChicago.Theanxietyassociatedwiththisappearstobea costassociatedwithtakingAmtrakamongnonriders,whovaluethecontrolassociatedwithautomobiles.8  (Ariderwouldhaveto)getthelogisticsdownattheotherend. p   8  ImnotfamiliarwiththeLtrain.Idontknowwhereitgoes.P   8  NowthatIliveinasmalltownandhavetheconvenienceofdrivingacarwhen 0 andwhereIwanttogo,IwonderHowamIgoingtogettoEvanstonorWilmette.!   8  Ifyouarentusedtoit,it(logistics)becomeabitofaproblem.#!   2.  Nonridersdislikedgivingupschedulecontrol.Theflexibilityofautotransportationand % # theinflexibilityofrailtransportationtimeswerecitedasprimaryreasonsfortheuseofautotransportationto/fromChicago.8  Ithinktheworstishavingtobendtomeetthetrainsschedule.(Withthecar,)we P(#& cansaywhendoyouwanttoleave,whendoyouwanttoreturnandwecantdothatwiththetrain.0*%(   3.  Theperceivedinabilitytocarrylarge,bulkyitemsonboardthetrainwasalsocitedasan ,`'* Amtraklimitation.Whilesomenonridershadpreviouslytakengolfclubsonboard,others  indicatedtheywereconcernedtheywouldnotbepermittedtocarrysuchbulkyitemsasgolfclubsorpackages