Big Blue Bus gives free rides to UCLA students

  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.