Big Blue Bus gives free rides to UCLA students
Year-long trial part of attempt to relieve parking woes
ANDREA KIM Students can now swipe their BruinCards to get free rides on the Santa Monica Big Blue Bus lines.
By Laura Rico
Daily Bruin Contributor
Bruins no longer have to fumble through their bags for change when boarding the bus.
Introduced Monday, the Bruin Go! Santa Monica Big Blue Bus Pilot Program allows UCLA commuters to swipe their BruinCard on Santa Monica bus lines in exchange for free rides on all routes.
Transportation Services launched the program after two years of development, seeking to decrease demand for parking permits and reduce traffic in Westwood.
“In this one-year pilot program we are exploring new options to improve commuting to and from campus,” said Transportation Services Director Mark Stocki.
“We are also analyzing the cost-effectiveness of a subsidized bus fare program,” he continued.
The bus line tallies the amount of rides taken by BruinCard holders at the end of the month and receives compensation from the university at a discount rate of 45 cents per ride. Parking Services has allocated $1 million for the program.
The program, subsidized by parking revenues, could continue beyond its one-year trial period if parking demand decreases by a significant amount, Stocki said.
Bus line officials are monitoring the program’s ability to attract riders, and together with the university will determine its cost-effectiveness at the end of the trial period.
Dana Randall, marketing analyst for the bus line, said she received several phone calls from students and staff interested in the program.
“It’s too early to tell if there is any increase in student ridership, but people are showing an interest in the program,” Randall said, noting the bus line could be used to travel as far as downtown L.A. or Pacific Palisades.
Students who rely on public transportation to get to campus welcomed the program
“I’m happy with the new program. It may be a small thing, but it’s nice to save the dollar a day that it normally would cost to take the bus,” said Andrea Grant-Friedman, a first-year graduate student in sociology.
Others were surprised to hear about the recently implemented program.
“I didn’t know about the program. Sometimes I park off campus and take the bus, so I think I will do it more often now,” said Dan Ho, a second-year graduate student in art.
Transportation Services worked closely with the UCLA Faculty Welfare Committee, a group that advises the administration on matters relating to the economic well-being of its members, to obtain a contract with the bus line.
Donald Shoup, a professor in the department of urban planning and School of Public Policy and Social Research who is also a committee member, said UCLA is one of the largest generators of traffic in the city, second only to the Los Angeles International Airport.
He said the program is a chance for the university to alleviate the negative environmental impact caused by motor congestion.
“It demonstrates civic responsibility on the part of UCLA, and it should reduce air pollution and congestion,” Shoup said.
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