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<br /> <br />1. Sound Transit conducted a marketing segmentation study, which identified the <br />demographics and cytographics of ridership. Because of this study, <br />Sounds Transit was able to develop an aggressive marketing campaign <br />focused on its target audience. This study found that "convenience" was <br />more important to Sounder commuter rail customers than "cost". <br /> <br />2. Sound Transit noted that its marketing segmentation study helped them identify <br />its key message. Sound Transit repeatedly returned to its key message <br />when interfacing with the media and the public. Eventually, the key <br />message became the truth. <br /> <br />3. Sound Transit chose to design stations on urban brown fields, opposed to green <br />fields. This approach proved to be more expensive, but a great way to <br />concentrate stations in high density urban areas. <br /> <br />4. Sound Transit noted that its project was completed within 1 % of its proposed <br />budget. Sound Transit noted that the soft budget (expenses such as <br />environmental costs and station location costs) was the most difficult to <br />control. <br /> <br />5. Sound Transit made a conscious decision to "land bank" for future parking <br />expansion. Sound Transit noted that the cost of land surrounding the <br />stations increases significantly upon the opening of commuter rail. Sound <br />Transit suggested that any additional land that could be secured for <br />parking expansion now is a worthwhile investment. <br /> <br />6. Sound Transit noted that it was most successful at securing federal funding by <br />working with Washington State's federal delegation. <br /> <br />7. Sound Transit noted that stations have been catalyst for economic development <br />in downtown areas and city centers. Councilmember Dave Enslow, City <br />of Sumner, said its biggest issue is adequate parking and parking <br />enforcement. <br /> <br />8. Noel Peck, Sound Transit Operations Manager, recommended bringing the <br />locomotive people and car people together during equipment design to <br />prevent design problems. Also, Mr. Peck noted that West Coast <br />commuter rail services have formed a consortium, which has created an <br />efficient way to share parts and equipment. Potential exists for NCDA to <br />become a part of this consortium once operational. <br />Vancouver: October 3,2000 <br /> <br />TalQo Train <br /> <br />NCDA representatives toured Seattle's historic King Street Station with Stephen <br /> <br />3 <br />~ <br />