RILLSBOROUGH AREA REGIONAL TRANSIT AUTHORITY FY84 …gohart.org/Style...

, I ! RILLSBOROUGH AREA REGIONAL TRANSIT

AUTHORITY

FY84 PROPOSED BUDGET

JUNE 20, 1983

TABLE OF CONTENTS

Transmittal Letter

Budget Adoption Milestones

Summary Capi·tal & Operating Revenues

Summary Capital & Operating Expenses

Ad Valorem Proceeds - Budgeted Usage

Detail Capital & Operating Revenues

Detail Capital & Operating Expenses

Budget Highlights

Proposed In- House Marketing Plan

PAGE

1

2

3

4

6

7

9

18

21

June 15, 1983

Chairman Banks and Members of the Board of Di rectors Hillsborough Area Regional Transit Authority

Dear Hr . Chairman and Members of the Board:

With the on- going construction and eagerly anticipated compl etion of our new facility, the deliver y of thirty (30) new buses, our leadership rol·e in ground transportation for Super Bowl XVIII and the implementation of the State Department of Transportation sponsored Dale Mabry corridor project, fiscal year 1984 should be the Authority ' s most exciting and challenging year since we began operations.

Transmitted herewi th is the staff's recommended capital and operating budget for fiscal year 1984. The proposed budget includes $11,162,777 f or operations and $9,232,000 for capital for a total of $20,394,777.

An ad valorem mill age rate of .45 mills (estimated to be our rolled back rate) has been used to project our tax revenue. Certification of the tax roll by the Property Appraiser is not expected until mid to late July.

Also included in the budget is a change in the off- peak fare for all ride r s except the elderly, handicapped, and students . The fare is increased from 30¢ to 40¢, and the price of a transfer is increased from 5¢ to 10¢.

A schedule and explanation of s ignificant items contained in the budget is included in t he supporting documentation.

Prior to final adoption of the budget, staff stands ready to meet with the entire Board, or the Budget Committee, to discuss in detail any and all provisions of the attached budget.

Respectfully submitted,

F. od ?.~ Administrator

HFO/nas -1-

0

0

0

0

0

0

0

0

BUDGET ADOPTION MILESTONES

Proposed FY84 Operating and Capital Budget submitted to Board .

Budget workshops held with full Board or Budget Committee.

Tax rol l cert i f ied by Property Appraiser

Within thirty (30) days of certif ication of tax rol l , HART advises Proper t y Appraiser of proposed mill age rate, the rolled back mil lage rate and date, time and place of a publ ic hearing to consider proposed millage rate and tentative budget .

Within seventy-five (75) days, but not earlier than sixty (60) days of certification of the tax roll, a public hearing must be held on t he proposed budget and millage rate.

Within fifteen (15) days after the first public hearing, HART must advertise its intent to finally adopt the mill age rate and budget .

A public hearin g must be held within three (3) days after the day the advertisement is first published . This publ ic hearing must be held after 5 :00 p.m.

After this publ ic hearing, the Board must adopt a f inal budget and adopt a resolution setting the mill age rate .

- 2-

SUMMARY CAPITAL & OPERATING REVENUES OCTOBER 1, 1983 THRU SEPTEMBER 30, 1984

HILLSBOROUGH AREA REGIONAL TRANSIT AUTHORITY

OPERATING REVENUES:

Passenger Fares Charter Fees Non- Transportat ion Revenue Ad Valorem Taxes ·- Current State and Federal Assistance

Total Operat ing Assistance

CAPITAL REVENUES:

Federal Assistance State Assistance Ad Valorem Taxes - Current Ad Valorem Taxes - Capital Reserve

Total Capital Revenues

Total Revenues

- 3-

FY83 PROJECTED YEAR END

$2,265,000 110,000 198,000

3,637,352 2,812,956

$9,023,308

$14,014,720 1,751,840 1,394,069

420, 771

$17,581,400

$26,604,708

FY84 PROPOSED APPROPRIATION

$2,825,000 215,000 203,500

4,238,829 4,041,584

·$U,523,913

$ 7, 177,550 1,027,225

447,225 580,000

$ 9,232,000

$20,755,91.3

SUMMARY CAPITAL & OPERATING BUDGET OCTOBER 1, 1983 THRU SEPTEMBER 30, 1984


OPERATING EXPENSES.:

DIRECT LABOR

Operations Maintenance Administration & Marketing

TOTAL DIRECT LABOR

FRINGE BENEFITS

FICA Pension Medical Insurance Life Insurance A D & D Insurance Unemployment Compensation Worker's Compensation Sick Leave Holiday Pay Vacation Pay Other Paid Absence Uniforms Service Awards & Other Fringes

TOTAL FRINGE BENEFITS

TOTAL DIRECT LABOR & FRINGE BENEFITS

SERVICES

Professional Service Contract Maintenance Other Services

TOTAL SERVICES

MATERIALS & SUPPLIES

Fuel & Lubricants Tires & Tubes Bus Parts & Supplies Office Supplies

TOTAL MATERIALS & SUPPLIES

-4-


$ 2,681,237 716,839 368,806

$ 3,766,882

$ 264,253 468,836 302,917

21,080 2,503

10,000 88,603

102,850 149,890 128,435

11,575 49,335 44,183

$ 1,644,460

$ 5,411,342

$

$

158,400 44,950 49,271

252,621

$ 1,275,000 91,000

581,000 17,000

$ 1,964,000


$ 3,568,558 833,780 455,645

$ 4,857,983

$ 353 ,076 598,128 396,743

25,427 2,993

10,000 110,000 135,735 209,945 171,915

15,300 47,236 46,400

$ 2,122,898

$ 6,980,881

$

$

167,610 32,450 36,200

236,260

$ 2,223,072 128,200 727,520

17,310

$ 3,096, 102

SUMMARY CAPITAL & OPERATING BUDGET FY84 - PAGE 2

OVERHEAD EXPENSES

Utilities Casualty & Liability Costs Taxes Other Expense Leases & Rentals UMTA Ineligibles

TOTAL OVERHEAD

TOTAL NON-LABOR

BUDGETED RESERVES

Reserve for Capital Purchases Reserve for Unfunded Sick

Leave Liability Reserve for 13(c) Back Pension

Accelerat ed Payback

TOTAL BUDGETED RESERVES

TOTAL OPERATING EXPENSES

CAPITAL EXPENDITURES

Replace 27, 1971 Buses Purchase 6 Buses for Downtown Transportation Center - Phase I FY83 Capital

Total Capital

TOTAL APPROPRIATIONS

-5-

FY83 PROJECTED YEAR ENT>

$

$

48,400 153,500 66,800

220,000 11, 850 92,500

593,050

$ 2,809 ,6 71

$ 580,000

73,955

21,352

$ 675,307

$ 8,896,320

$ -0--0--0-

17, 58l,400

$17,581,400

$26 ,477 '720


$

$

205,340 225,000 98,409

327,555 7' 960

91,850

956, 114

$ 4,288.476

$ 254,5.S6

$ 254,556

$11,523.913

$ 5,071,000 961,000

3,200,000 -0-

$ 9,232,000

$2 a •. 1 s s , 913

FISCAL YEAR 1984 AD VALOREM PROCEEDS - BUDGETED USAGE

Amount estimated to be available from .4489 mill levy

Capital Reserve from FY83

Budgeted Use :

Local Share Operating Costs

Local Share Capital Grants: - Replace 27, 1971 buses - Purchase 6 buses for downtown - Phase I Transportation Center

Reserve f or FY85 Capital

Total .Ava,ilable

$4,686,054

· 580,000

$.5 ~266; 054

$_3' 984 '273

507,100 120,125 400,000 . 254,556

DETAIL CAPITAL & OPERATING REVENUES OCTOBER 1, 1983 THRU SEPTEMBER 30, 1984


OPERATING REVENUES:

Passenger Fares

Full Fares Transfers Student Fares Hart Saver Passes Prepaid Fares State Dept. of HRS

Total Passenger Fares

Charter Service Revenues

Special Events Charter Service

Total Charter Revenue

Non- Transportation Revenue

Bus Interior Advertising Rental Income Investment Income Miscellaneous Income Sale of Authority's Assets

Total Non- Transportation Revenue

Ad Valorem Taxes (Operating)

State & Federal Assis tance

UMTA Operating State Operating


$ 1 ,941,900 111,500

16,000 183,500

10,000 2,100

$ 2,265,000

$

$

$

$

10,000 100,000

110,000

-0-5, 000

192, 000 1 ,000

- 0-

198,000

$ 3,637,352

$ 2,812,956 - 0-


$ 2,389 ,500 150 ,000

20 ,000 250,000

12,500 3,000

$ 2,825,000

$

$

$

$

$

$

25,000 190,000

215,000

4,000 - 0-

192 , 000 5,000 2,500

203,500

-0-

Total State & Federal Operating Assist . $ 2,812 ,956 ~$~-=-~""--~

Total Opera ting Revenues $ 9,023,308 ~$_1_1~'~-'-~

-7-

Detai l Capital & Operating Revenues Page 2

CAPITAL REVENUES :

UMTA Grant to Replace 27 -1971 Buses

UMTA State DOT HART Capital Reserve

Tot al Grant

UMTA Grant to Purchase 6 Buses for Downtown

UMTA State DOT HART Capital Reserve HART FY84 Ad Valorem

Total Grant

UMTA Grant for Downtown Transportation Center - Phase I

UMTA State DOT HART FY84 Ad Valorem

Total Grant

FY83 Capital Grants

UMTA State DOT HART Ad Valorem HART Capital Reserve

Total Capital Grants

Total Capital Revenue

Total Operating and Capital Revenue

- 8-

$

$

$

$

$

$


-0--0-- 0-

-0-

-0-- 0-- 0--0-

- 0-

- 0-- 0--0-

- 0-

$14 ,014,720 1, 751,840 1,394,069

420, 771

$17,581,400

$17,581,400

$26,604,708


$ 4,056,800 507,100 507, 100

$ 5 ,071 , 000

$ 720 ,750 120,125

72,900 47,225

$ 961,000

$ 2, 400 , 000 400,000 400,000

$ 3,200 , 000

$ -0--0-- 0--0-

$ - 0-

$ 9,232,000

DETAIL CAPITAL & OPERATING BUDGET FISCAL YEAR OCTOBER 1 , 1983 THRU SEPTEMBER 30, 1984

HI LLSBOROUGH AREA REGIONAL TRANSIT AUTHORITY

FY83 FY84 PROJECTED PROPOSED YEAR END APPROPRIATION

OPERATING EXPENSES:

DI RECT LABOR

Operations:

Report Time $ 70,315 $ 86,970 Travel Time 70,315 86,970 Platform/Route 2,025 , 098 2,723,567 Pl atform/Char ter 23,012 45,224 Minimum Call Out 54,886 76,534 Minimum Weekly 11, 750 - 0-Overtime Premium 90,000 130,000 Instructor Tr aining Premi um 750 2,087 Student Training 20,000 52, 180 Witness Ti me 500 695 Stand/By Time 27 , 800 37,225 Union Business 2 , 000 2,087 Other Non-Operator Business 7,500 12,870 Operations Admin - Salary 270 , 811 305,649 Operations Admin - O/T Premium 6,500 6,500

Total Operations $ 2,681,237 $ 3,568,558

Maintenance:

Maintenance Admin - Salary $ 55,546 $ 75,312 Service Attendants - Salary 192,667 193,653 Service Attendants - O/T Premium 5,900 1,000 Mechanics - Salary 370,458 453,051 Mechanics - O/T Premium 20,500 20,500 Paint & Body - Salary 60,286 66,725 Paint & Body - O/T Premium 2,500 2,500 Building Main tenance - Salary 8,882 20,689 Building Maintenance - 0/T Premium 100 350

Total Maintenance $ 716,839 $ 833,780

Administration & Market ing :

General Admi n - Sal ary $ 299, 104 $ 353,729 General Admi n - O/T Premium 750 750 Mar keting & I nfo - Salary 68,202 100,416 Marketing & I nf o - O/T Premium 750 750

Total Admi nistration & Marketing $ 368,806 $ 455,645

TOTAL DIRECT LABOR $ 3,766,882 $ 4,857 , 983

-9-

Detail Capital & Operating Budget Page 2


FRINGE BENEFITS

FICA:

Operations Administration $ 19,966 $ 23,072 Bus Operators 167,089 234, 772 Maintenance Administration 3,990 5, 716 Service Attendants 14' 114 14 , 595 Mechanics 27,120 33,816 Paint and Body 4,528 5,002 Building Maintenance 642 1,552 General Administration 21,658 26,951 Marketing & Information 5,146 7,600

Total FICA $ 264,253 $ 353,076

Pension:

Operations Administration - FRS $ 30,308 $ 34,349 Operations Administration - City 5,132 4,500 Bus Operators - FRS 277 ,004 375,312 Bus Operators - City 22,683 24,500 Maintenance Administration - FRS 6,814 9,324 Service Attendants - FRS 24, 135 23,940 Mechanics - FRS 47,523 57,785 Paint & Body - FRS 7,521 8,486 Building Maintenance - FRS 1,095 2,570 General Administration - FRS 30,543 36, 966 General Administration - City 7,400 8,000 Marketing & Information - FRS 7,828 11, 501 Marketing & Information - City 850 895

Total Pension $ 468,836 $ 598,128

Medical Insurance:

Operations Administration $ 20,468 $ 30,522 Bus Operators 209,976 253,703 Maintenance Administration 2,664 7,032 Service Attendants 17' 772 20,928 Mechanics 25,472 34,908 Paint & Body 4, 171 5,592 Building Maintenance 1,234 2, 796 General Administration 17,337 32,598 Marketing & Information 3,823 8,664

Total Medical Insurance $ 302,917 $ 396,743

-10-


Life Insurance:

Operations Administration Bus Operators Maintenance Administration Service Attendants Mechanics Paint & Body Building Maintenance General Administration Marketing & Information

Total Life Insurance

A D & D Insurance:


Total A D & D Insurance

Unemployment Compensation:

Bus Operators Service Attendants Mechanics

Total Unemployment Compensation

Worker's Compensation:


Total Worker's Compensation

- 11-


$

$

$

$

$

$

$

$

2,200 12,530

267 1,168 2 , 057

290 61

2,055 452

21,080

260 1,479

55 139 230

34 9

243 54

2,503

8,500 1,500

- 0-

10,000

4,050 56,628

160 7,800

16,150 2,550

350 825

90

88,603


$

$

$

$

$

$

$

$

2,334 15,695

536 1,224 1,989

306 153

2,463 727

25,427

275 1,847

63 144 234

36 18

290 86

2,993

7,000 2,000 1 ,000

10 ,000

4,600 74,117

194 8,260

17,907 3,000

750 913 259

110,000


Sick Leave:


Total Sick Leave

Holiday Pay:

Operations Administration Bus Operators Maintenance Administration Service Attendants Mechanics Paint & Body Buil ding Main tenance General Administration Marketing & Information

Total Holiday Pay

Vacation Pay :

Operations Administration Bus Operat ors Maintenance Administration Service At tendants Mechanics Paint & Body Building Maintenance General Administration Marketi ng & Information

Total Vacation Pay

Other Paid Absence:

Operations Administration Bus Operat ors Maintenance Administration Service At tendants Mechani cs Paint & Body Building Mai ntenance

-12-

$

$

$

$

$


5,125 69,500

750 5,800

12 , 500 1,700

225 5,500 1,750

102,850

12,150 93,500

2,000 7,165

16,000 2,900

425 13,000

2,750

149,890

11, 750 75,000 2,400 6,500

14,500 2,650

385 12,500

2,750

$ 128,435

$ 1,900 5,000

650 300 575 150 -0-

$

$

$


6,540 97,405 1,650 4,750

12,000 1,385

675 8,000 3,330

135,735

13,750 139, 150

3,465 9,000

19,380 2,900

950 16,675 4,675 - - - -

$

$

$

$

209,945

12,425 107,845

3,135 8, 125

17,535 2,650

850 15,100 4,250

171,915

1,750 8,000

750 300 500 500 -0-


General Administration Marketing & Information

Total Other Paid Absence

Uniforms:

Operations Administration Bus Operators Maintenance Administration Service Attendants Mechanics Paint & Body Building Maintenance General Administration

Total Uniforms

Service Awards & Other Fringes:


Total Service Awards & Other Fringes

TOTAL FRINGE BENEFITS

TOTAL LABOR & FRINGES

SERVICES:

Professional Services:

Advertising Agency Fees Auditing Fees Consultant Fees Computer Service Fees Pre-Employment Fees Legal - General Legal - Labor Printing - Schedules Printing - Marketing & Promotion Printing - Office Forms

Total Professional Services

-1 3-


$

$

$

$

$

$

3,000 - 0-

11,575

1,950 27,050

1,250 7,820 8,850 1,336

379 700

49,335

3,739 26,350

1,000 2,490 4,838

568 42

4,556 600

44,183

$ 1,644,460

$ 5 ,411,342

$

$

34,700 15,000

5,200 3,000 2,000

22,000 18,500 38,500 5,000

14,500

158 ,400


$

$

$

$

$

$

3,500 -0-

15,300

2,208 25,230

1,000 6,278

10,186 1 ,336

668 330

47,236

4,250 26,250

1,000 2,200 5, 720

980 -0-

5, 250 750

46,400

$ 2,122,898

$ 6,980,881

$

$

17,000 2,500 3,580 4,100

19,000 20 , 000

30,450 16,150



Contract Maintenance:

Bus Maintenance $ 7,500 $ 7,500 Shop Equipment Maintenance 3,800 2,000 Radio Equipment Maintenance 11,000 1,000 Service Vehicle Maintenance 4,000 3,200 Building & Grounds Maintenance 6,500 5,000 Computer Maintenance 10,650 12,000 Office Machine Maintenance 1,500 1,750

Total Contr act Maintenance $ 44,950 $ 32,450

Other Services:

Security Guard $ 45, 771 $ Armored Car Service 3,500 5,000 Oil Analysis - 0- 2 , 000

Total Other Services $ 49,271 $

TOTAL SERVICES $ 252,621 $

MATERIALS & SUPPLIES:

Fuel & Lubricants:

Gas - Operations Supervisors $ 10,500 $ 14,200 Diesel - Buses 1,196,150 2,055,988 Oil & Lube - Buses 41,250 122,134 Prcpane - Free Bees 13,700 15,000 Diesel - Shop Use 4,000 3,800 Gas - Shop Use -0- 300 Gas - Maintenance 8,000 9,900 Gas - Administration 1,400 1,750

Total Fuel & Lubricants $ 1,275,000 $ 2,223,072

Tire & Tubes:

Tire Mileage - Buses $ 89,000 $ 127,200 Tires - Maintenance 2,000 500 Tires - Administration - 0- 500

Total Tires & Tubes $ 91,000 $ 128,200

- 14-


Maintenance Parts & Supplies :

Tools & Equipment - Operations Bus Parts Tools & Shop Supplies Maintenance Chemicals Parts & Materials for Bldg/Grounds Bus Parts - Accident Repairs Parts for Autos & Trucks Janitorial Supplies

Total Bus Parts & Supplies

Office & Other Supplies:

Minor Equipment - Administration Office Supplies Postage Art Supplies

Total Office & Other Supplies

TOTAL MATERIAL & SUPPLIES

OVERHEAD EXPENSES:

Utilities:

Electricity Tel ephone Water, Sewer, Garbage

Total Utilities

Casualty & Liability Costs:

Insurance Premiums Uninsured Losses

Total Casualty & Liability Costs

Taxes:

Licenses and Permits Diesel & Gas Tax Property Tax

Total Taxes

-15-


$

$

$

$

1,200 512,700

18,000 22,600 1,500

15,000 4,000 6,000

581,000

500 11,800 4,000

700

17,000

$ 1,964,000

$

$

$

$

$

$

30,000 11, 900 6,500

48,400

153,250 250

153,500

150 66,150

500

66,800


$

$

$

$

$

$

$

$

$

$

$

5,940 649,400

19,000 22,680

2,500 15,000 4,000 9,000

727,520

500 10,800 4,000

182,000 11, 340 12,000

205,340

220,000 5,000

225,000

600 97,359

450

98,409


Other Expenses:

Dues & Subscriptions Travel & Meeti ngs Technical Trai ning & Seminars X-Town Tolls & Stadium Parking Advertising & Promotion Legal & Employment Advertisements Tax Collector Conunission Property Appraiser Commission

Total Other Expenses

Leases & Rent als:

Lease of Building & Contents Copy Machine Lease

Total Leases & Rentals

UMTA Ineligibl es:

FTA Dues 13(c) Back Pension Payment Non- UMTA Capital

Total UMTA Ineligibles

TOTAL OVERHEAD

BUDGETED RESERVES :

UMTA Capital Grant Match Unfunded Sick Leave Liability Accelerated 13(c) Payback

TOTAL BUDGETED RESERVES

TOTAL OPERATI NG BUDGET

CAPITAL EXPENDITURES:

UMTA Grant to Rep l ace 27 -1971 Buses:

27 Buses Radios

-16-


$

$

$

$

$

$

650 2,460 2,250

10,145 32,695 5,000

78,000 88,800

220,000

6,000 5,850

11,850

1,670 87,900

2,930

92 , 500

$ 593,050

$ 580,000 73,955 21,352

$ 675,307

$ 8,896,320

$ - 0-- 0-

$

$

$

$

$

$


2,275 2,025

16,800

3,000

108,000

1,000 6, 960_

7 ,960

1,950 87,900

2,000

91,850

$

$ -0-- 0-

$ , ___ _

$ 4,320,000 60,000



Automobiles $ -0- $ 30,000 Equipment - 0- 200,000 Contingency -0- 461,000

Total Grant $ - 0- $ 5,071,000

UMTA Grant to Purchase 6 Buses for Downtown :

6 Buses $ -0- $ 780,000 Radios -0- 20,000 Equipment - 0- 50,000 Contingency - 0- 111,000

Total Grant $ -0- $ 961,000

UMTA Grant for Downtown Terminal - Phase I~

Land Acquisition $ -0- $ 3,000,000 Design and Engineering -0- 200,000

Total Grant $ -0- $ 3,200,000

FY83 Capital Grants: $17,581,400 $ - 0-

TOTAL CAPITAL EXPENDITURES $17,581,400 $ 9,232,000

TOTAL APPROPRIATION $26,477. 720

-17-

FISCAL YEAR 1984

BUDGET HIGHLIGHTS

0 Passenger Fares ~

The staff's long range fare structure strategy is to have the same fare for the entire day for all regular routes with the exception that elderly and handicapped riders and students will continue to receive a fifty percent (50%) discount during the off- peak hours in accordance with Federal guidelines. The first step to this end is a proposed increase in the off-peak fare of 10¢ , from 30¢ to 40¢, and an increase of 5¢, from 5¢ to 10¢, i n the off- peak transfer . Exempted from this fare increase will be elderly, handicapped, and student patrons. It is projected that this fare increase will generate an additional $250,000 for fiscal year 1984.

With the receipt of the thirty (30) new Grumman buses scheduled for completion by mid- January, 1984, the new service is planned to begin in February . It is projected that this servi ce will generate $140,000 during the balance of the fiscal year.

° Charter Fees:

The Super Bowl XVIII is expected to generate $75,000 in addit ional charter revenue.

0 Ad Valorem Taxes:

An estimated i ncrease of eight percent (8%) in the tax roll plus the addition of Temple Terrace was used in the revenue pr ojection . I t is also expected tha t our rolled back rate will be .45 mills. Certification of the tax rol ls is expected in mid to l ate July. Final adjustments wil l be required af ter the receipt of the certified rolls.

0 Expenses:

- Labor and Fr inges:

The addition of the thirty (30) buses to the f l eet with their requisi te number of dr ivers and mechanical/service personnel necessitates an increase in positions in the support functions a t this time as well . The additional positions requested and included in this budget a re:

52 Bus Operators 1 Mechanic I 2 Mechanic II 1 Mechanic I II 1 Communications & Electrical Specialist 1 Custodian 1 Storekeeper 1 Road Supervisor

-18-

FISCAL YEAR 1984 BUDGET HIGHLIGHTS PAGE - 2-

1 Assistant Buyer 1 Payroll Clerk 1 Accounting Clerk 1 Information Clerk 1 Graphics Illustrator

65

The Communications & Electrical Specialist will work primarily on radios (currently contracted) and electronic destinat ion signs .

The Custodian is required for the new building.

The Storekeeper is required for additional volume of parts and an increase in manned coverage in the stockroom.

The Road Supervisor is required for coverage of an ever expanding system .

The Assistant Buyer is required to help with the constantly increasing volume of purchases and related shopping, pricing, ordering and follow- up on back orders .

The Payroll Clerk is required to assist in the data input responsibility of timekeeping and producing payroll for what will be in excess of 340 employees.

The Accounting Clerk is required for data input and clerical assistance f or the stockroom and maintenance department.

The Information Clerk is required to assist in answering telephone inquiries regarding schedules and service.

The Graphics I l lustrator is required to assist in the increasing in- house marketing and production effort regarding schedule mechanics and art l ayout .

A most significant item affecting this category of the budget is that labor contract negotiations have just begun. The current contract expires September 30, 1983. Periodic briefings as to the status of these negotiati ons will be made as the budget process proceeds .

- Fuel:

FY83 provided an unexpected but welcome surprise - the price of fuel. Rather than increase, the price decreased. In fact, even with the recent increase, the price is now 9¢ below what it was last October. Of course, this will not last indefinitely. Since fuel is such a singularly significant item in our budget (nearly 20%) fluctuations in price can either make or break the budget . For f iscal year 1984 , an average price of $1.075 per gallon was used .

- 19-

FISCAL YEAR 1984 BUDGET HIGHLIGHTS

- Utilities:

PAGE -3-

As a result of the tremendous increase in air conditioned floor space and the several large pieces of equipment at the new facility, there will be a very significant increase in the consumption of electricity. There will also be noticeable increases in the amount of water, sewer and garbage services used.

- Casualty and Liabi l ity Costs:

A 25% larger fleet traveling significantly more miles and a new modern facility will cost more to insure than our present operation.

- Budgeted Reserves:

Presently there are no reserves planned in this budget. Should additional funding become available,consideration should be given to establishing a reserve for the local share of the planned FY85 capital projects.

° Capital Expenditures:

- An UMTA grant i s planned for twenty-seven (27) replacement buses for our existing and aging 1971 buses. This purchase begins the bus replacement program which calls for the replacement of a total of sixty-two (62) 1971- 1974 model buses over the next three (3) fiscal years.

An UMTA grant is planned for the purchase of six (6) buses for a downtown circulator system to replace and greatly improve the Free Bee system. This system will be a vital component of the Downtown Transportation Center.

- An UMTA grant is planned for Phase I of a Downtown Transportation Center. Phase I includes site selection, land acquisition, and preliminary design and engineering. The five (5) year transit needs update study which will be going to contract late this summer will identify the need and proposed location of the subject facility. This transit terminal will fulfill the needs of transit patrons in the downtown area, will assist and promote the on- going development of Tampa'scentral business district, and will be coordinated with the long-range people mover station recommendations .

-20-

PROPOSED IN- HOUSE

MARKETING PLAN - FY84

-21-

I. INTRODUCTION

The proposed FY84 Marketing Plan is aggressively aimed

at capitalizing on the momentum achieved in improving aware

ness of, and attitudes toward the HARTline transit system

in FY83.

With an emphasis on upgrading user information materials -

route schedules, a new route information book, new mall

schedule displays, a new system map, and by typesetting and

maintaining current schedule information at major bus shelter

areas - the Hillsborough Area Regional Transit System will

be much easier for the public to use.

By introducing a new campaign theme, "SERVING YOU BETTER"

the FY84 marketing thrust will be threefold:

1. To create a positive awareness of the improving

quality and quantity of HARTline's service to

Hillsborough County.

2. To promote the expanded routes and new routes

to be implemented by HART with the additional

thirty (30) new buses.

2. To promote, in- house, the employee's image

as a person who performs their tasks with

excell ence and care.

The "SERVING YOU BETTER" theme will be utilize d in

all of the HARTline (PSA) advert ising, billboards, news

papers ads, and interior bus advertising space. In addition,

the "SERVING YOU BETTER" theme will evolve through four (4)

user information brochures f or the USF Campus, University of

Tampa, Hillsborough Community College, and Downtown Tampa

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Introduction Page -2

into an explici t statement campaign; i.e., "SERVING USF

BETTER". Expanded participation in the HART Saver Pass

Program will be incorporated in all of HART's advertising

and promotional efforts as well.

The HARTline Mall Display Program, initiated in FY83,

will continue to be the cornerstone of information distribution

and public relations at each of the four (4) major malls;

University Square Mall, Eastlake Square Mall, Tampa Bay Center,

and Westshore Plaza. The ultimate goal of this program will

be to develop cooperative promotions with each of these malls

to increase revenues during "off peak" hours; maximizing the

use of the HARTline transit system by existing riders and

attracting new riders.

Because of the rapidly evolving nature of transit in

general, and of the Hillsborough Area Regional Transit's

services specifically, it is difficult, at best, for an

independent agency to represent this Authority effectively.

By being at t he "HART" of situations, as they evolve, an

in- house marketing department can develop explicit programs,

based on current inf ormation that will more effectively

impact situat ions before they occur, rather than reacting

after the event.

The FY83 marketing budget is included for a comparison

of the cost effectiveness of the proposed in-house marketing

department versus an independent agency.

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II. PROPOSED FY84 MARKETING BUDGET

1. Printing:

Schedules Bus Interior Signing Fl yers (Misc. Rt. Change/Notice) Brochures (Charter Service, Bus Pass,

Downtown Service, USF, UT, HCC) Billboards System Map Newsletter Route Booklet System Ride Guides Misc. Printing for Promotion Printing f or Displays/Shelter Racks Type Setting f or Printing

Total Printing

2 . Personnel :

Marketing Coor dinator Production Art ist Fringes for Above Staff for Mall Display Booth,

Cl! time pr emium)

Total Personnel

3. Art Supplies:

4. Outside Production Expense :

PSA (Radio & TV) Cinema Ads Miscellaneous

Total Outside Production

5. Paid Advertisi ng Expense:

Billboard Posting Newspaper Inserts Newspaper Ads Cinema Paid Spots @ $25/ea

Total Paid Advertising Exp.

$ 36,000 1,000

500 5,100

2,500 6,000

800 7 , 000

550 2,000 5,000 7,400

$ 16,000 12,000

7,600 7,200

$ 2,500 750

2,000

$ 2 , 500 5,000 3,740 3,500

TOTAL PROPOSED MARKETING BUDGET

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$ 73,850

$ 42,800

$ 1,000

$ 5,250

$ 14,740

$137 ,640

III. FY83 MARKETING BUDGET (current year ending Sept ember)

1. Hilton Agency

2. Marketing & Promotion (Hilton)

3. Printing

4. Marketing Coordination

5. Fringes for MC

6. Staff Cost for Mall Display

- 25-

$ 34,700

32,850

53,234

14,000

3,780

32600

$1422164

IV. FY84 IN- HOUSE MARKETING BUDGET ANALYSIS

A. PRINTING:

The printed word is still the most cost- effective way to disseminate explicit information about HARTline and is targeted for the largest proportion of the FY84 Marketing Budget.

1. Schedules:

Changing all of HART's schedule information to the new format is well underway and has vast public support. Continuing this effort is vital. We will publish approximately 750,000 schedules for FY84.

2. Bus Interior Signage:

Three (3) color signs printed on "LEXAN" 11" x 28" to promote the HARTline themes:

a. "SERVING YOU BETTER" b. HART Saver Pass Program c. The i nterior bus "Advertising Space Available"

3. Flyers:

To notify patrons about route changes.

4. Brochures:

Three (3) color on quality paper to promote explicit services to specific areas and to be distributed by mail, mall display, on buses, and other means in quantities of 10,000 to 20,000 each, depending upon demand.

a. Charter Service - Earmarked for distribution through the Chamber of Commerce t o businesses and corporations.

b. Downtown Tampa Service - To be distributed through the Chamber of Commerce. Promotes the FREE BEE service as a downtown c i rculator and the concept of the numerous HARTline routes terminating in the downtown loop.

c. HART Saver Pass Program - Promoting this program is a vital necessity.

d. USF - Although a brochure was produced in FY83, current information needs updating and it should tie- in to the "SERVING YOU BETTER" campaign.

- 26-·

FY84 In- House Marketing Budget Analysis - 2

e. University o f Tampa - A major source of new riders given user information about routes serving this area can increase ridership during "off- peak" hours.

f. Hillsborough Community College - Again an important incr ease during "off- peak" hours can be made by providing explicit user information to this segment of the market.

5. Billboards:

By maintaining the public service effort already establ ished and working - a $50.00 posting fee per board plus printing costs for fifty (50) posters related to the new campaign theme "SERVING YOU BETTER".

6. System Map:

Essential for public information and awareness of HARTlines overall community service.

7. Newsletter:

For distribution to employees as well as selected issues to reach the public. This wi11 be a major source of recognition for employees that excel in their jobs building a positive self-image and setting a good example for their fellow employees.

8. Route Booklet:

Designed and written in FY83, this project will get- off the drawing board for insertion into a Tampa Tribune Sunday edition in FY84.

9. System Rid e Guides:

To promote the HARTline transit system to new and first-time riders by explaining how to use schedules, passes, and the system in general.

10. Miscellaneous Printing for Promotions:

This area will be pinpointed as the FY84 need dictates.

11. Printing for Displays/Shelter Racks:

To clean-up the image and information HARTline produces already.

-27-

FY84 In-House Marketing Budget Analysis -3

12. Typesetting for Printing:

The majority of this expenditure is for schedule information.

B. PERSONNEL:

In addition to the Marketing Coordinator, already on staff, a Production Artist will be necessary to implement the increased quantity of print materials related to the FY84 In-House Marketing Plan.

1. Marketing Coordinator:

On staff FY83

2. Production Artist:

To assist in print production materials and assist the Marketing Coordinator. $12,000 annual salary is budgeted.

3. Fringes:

Budgeted amount covers the cost of HART fringe benefits.

4. Staff for Mall Display Booth:

Supervisory personnel from the Operations Division. Overtime hours @ 1! times premium. Their knowledge of current routes and schedules, as well as public relations expertise, is a plus for this program.

C. ART SUPPLIES:

The minimum supplies such as; board, ink, glue, etc .••.• NO capital expenditures are anticipated.

D. OUTSIDE PRODUCTION EXPENSE:

With numerous production houses in the Tampa bay area available, actual production costs for PSA spots will become a more competitive situation. The creative supervision of these productions will be accomplished in-house by the Marketing Coordinator to reflect current HARTline promotions.

-28-

FY84 In-House Marketing Budget Analysis - 4

1. PSA (Radio & TV):

a . "SERVING YOU BETTER" theme b. Station I.D. tie- ins with HARTline.

2. Cinema Ads:

To be produced for each cinema house in the Hillsborough County area.

E. PAID ADVERTISING EXPENSE:

With advertising expenses limited to essential "bare- bones" level, HARTline can still impact public awareness.

1. Bil l board Posting:

To cover the $50 per posting for each of the fifty (50) posters to reflect the "SERVING YOU BETTER" theme.

2. Newspaper Inserts:

Cost to insert one (1) Sunday · Edition of the Tampa Tribune with the HARTl ine Route Booklet.

3. Newspaper Ads:

Four (4) quar ter page ads t o announce new routes and promote the HART Saver Pass Program.

4. Cinema Paid Spots at $25/Each:

Most cinema houses allow paid advertising prior to feature showings. Every effort will be made to secure this media as PSA (Public Service Announcements). However, this is targeted for the fami l y market and HARTline must reach this market segment.

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