As use increases, so will local cab service
By Dave Fidlin
Correspondent
With use on the rise, Whitewater officials plan to not only continue but increase hours of operation for the long-running ride-share program in 2014.
The city currently contracts with Fort Atkinson-based Brown Cab Service for the program, which gives a cross-section of Whitewater residents without vehicles an opportunity to travel throughout the community.
During a recent presentation to the Common Council, Karl Schulte of Brown Cab said ridership has increased in recent years. He attributed a trio of factors to the scenario: a poor economy, a rising elderly population and a trend toward youth postponing car ownership.
A 25-year analysis of Whitewater’s ride-share program has revealed the program is on the rise. The city reported 27,008 users in 1986. Numbers dropped to 19,888 users in 2000, but figures have moved upward progressively in recent years.
According to the city, there were 32,795 riders in 2011, the most recent year of analysis.
“Ridership in 2013 is running at a record-setting pace,” Finance Director Doug Saubert said. “At the current pace, we will finish the year with over 33,000 rides.”
In 2014, the city will be soliciting requests for proposal from all interested transportation companies, and Schulte said he intends to be in the running as the contract is up for renewal and review.
As he met with the council, Schulte said Brown Cab has been an active part of the community, particularly during University of Wisconsin-Whitewater functions.
“We sponsored and staffed a table at UWW’s Take Back the Night event, where we spoke to students about the services we offer and how it is meant to enhance safety – especially nighttime safety – on and off campus,” Schulte said.
Additionally, Schulte said Brown’s dispatch staff have met with the Tavern League and Police Chief Lisa Otterbacher to discuss safety among UW-Whitewater students.
Sixty percent of the city’s ride-share program is funded through grant dollars and state and federal sources. Whitewater is on the hook for the remaining 40 percent, and Saubert said the goal is to have proceeds from fares cover the majority of that percentage so the program is self-sustaining and not supplemented by local tax dollars.
Brown Cab’s current schedule of operation for the Whitewater ride-share program varies each day. The program begins at 7 a.m., but closes at different times, depending upon the day of the week.
On Sundays, rides end at 4 p.m.; service Monday through Wednesday runs until 7 p.m. From Thursday through Saturday, cabs are made available until tavern closing time to accommodate college students.
Saubert came before the council with a proposal to increase hours of operation in 2014, based on frequent requests outside the parameters of the current hours.
One proposal on the table is to add hours one or two nights from Monday through Wednesday, perhaps as late as 9:30 p.m., during the regular school year.
“Many students have evening classes, and others wish to use the library in the evening,” Saubert said.
The city also is proposing extra coverage from 3 to 4 p.m. weekdays to accommodate the variety of patrons who use the service for medical appointments and school functions. The hour-long stretch has been identified as a peak time.
All told, Saubert said annual operating hours in 2014 could increase to 7,931, from the current 7,513 hours.
The council will continue discussing the future of the ride-share program at meetings later this year.
Read more Common Council and Planning Commission news in this week’s Whitewater Register.
