Project Summary
In June 2019, the San Francisco Bay Ferry (operated by "WETA", the Water Emergency Transportation Authority) launched direct Richmond-San Francisco ferry service - the first direct ferry service between Contra Costa and San Francisco counties. Unfortunately, less than one year after launch, the COVID-19 pandemic caused drastic ridership declines, particularly on the emerging Richmond line. As for many public transit agencies across the U.S., the pandemic was a significant setback, operationally and financially, despite temporary emergency federal and state funding relief.

Fast forward to 2024: ferry ridership remains below pre-pandemic levels. To boost ridership and provide a viable modal alternative to single-occupancy vehicle trips in the region, WETA and the Contra Costa Transportation Authority (CCTA) partnered to develop a strategic marketing plan. In consultation with WETA and CCTA staff, I was tasked with researching, ideating, and summarizing feasible marketing initiatives.

The first initiative - "Free Ferry Fridays" - launched in fall 2024 as a 2-month trial (Nov 1 - Dec 31) whereby ferry trips were free for all riders each Friday on the Richmond line. The initiative was an unequivocal success, including 3 days on which the Richmond line broke (and re-broke) its own daily ridership record and also recorded the highest daily ridership in the Bay Ferry system.

The strategic marketing plan remains on-going with a future trial for expanded weekend ferry service on the Richmond line slated for an early April 2025 launch.