By Dave Fidlin
Correspondent
Ridership of the intergovernmental Innovation Express mass transit line fell slightly in year-over-year comparisons, officials announced recently. But the drop came as user fares increased and routes were reduced.
Janesville Transit System runs the Innovation Express, which connects passengers to popular destinations in the host city, as well as Whitewater and Milton.
In Whitewater, JTS’ line most frequently stops at the University of Wisconsin-Whitewater and the Generac plant.
Innovation Express and its future within Whitewater has been a scrutinized topic in the past six months as city officials weighed the merits of allocating funds toward the program.
Late in 2013, the Whitewater Common Council voted to allocate $12,000 in city funds toward the service this year – about $6,000 less than what had been requested.
Generac also reduced its funding contribution this year. JTS had asked Generac to chip in $48,000 toward the service, but the company only pledged $18,000.
JTS officials presented the Whitewater council with a report on Innovation Express at its meeting April 15.
Rebecca Smith, assistant director with JTS, said overall ridership dipped about 8 percent during the first quarter of 2014. A year ago, the organized logged 4,519 riders in the first quarter. This year, 4,158 riders were reported.
But the scenario comes as JTS reduced its routes and implemented a 12.5-percent fare increase to offset budget losses.
In addition to changes in funding at the Whitewater municipal level, JTS had to contend with the loss of a $243,525 Supplemental Transit-Rural Assistant Program (STRAP) grant from the Wisconsin Department of Transportation.
In a memo to the council, Transit Director Dave Mumma said he and other JTS officials remain committed to providing a quality service. He pointed to an overall 267-percent rise in ridership between 2012 – as the service was launching – and 2013 as a reason to remain committed to the initiative.
“The expansion of riders in 2013 was heartening and demonstrated the potential of the service, even with minimal marketing efforts that were made at that time,” Mumma wrote.
He continued, “JTS believes this route can carry more passengers in the future, provided funding is stabilized to ensure consistent and convenient service levels in future years.”
The Whitewater council is expected to discuss its future participation in the Innovation Express within the next few months as preliminary 2015 budget talks get underway.
