South Shore Launches New Website to Increase Off-Peak Ridership

south-shore-fun-startsThe Northern Indiana Commuter Transportation District celebrates the official launch of its new website: MySouthShoreLine.com. The new site, created via a strategic partnership between NICTD and Valparaiso-based AC Incorporated, is a major component in an overall marketing campaign geared toward increasing off-peak ridership on the South Shore.

John Parsons, NICTD Planning and Marketing Director, explained that “off-peak ridership” consists of those passengers who take the South Shore to and from Chicago during the weekdays, but are not commuters. “Off-peak riders are going to Chicago during the week for a variety of reasons,” said Parsons. “Unlike daily commuters that use the South Shore Line in the mornings and evenings to get to and from work, off-peak riders may be going to the city for appointments, leisure events, and other activities.”

The most recent Ridership Report (May 2011) indicates that, while weekend and holiday ridership showed a 4.8 percent increase compared to one year ago, off-peak ridership is down 8 percent.

“With soaring gas prices, the start of the highway construction season, and the cost to park downtown at steady highs, taking the South Shore Line to downtown Chicago is a smart choice,” commented Parsons. “And it’s that easy.”

Tracey McElree Krueger, AC Director of Branding and Marketing, explained how research shows that those who do not take the South Shore Line are not sure how it all works.”

“Whether this audience is simply used to driving into the city or they would like to take the train but are unsure about what station to use, where to park, how to pay, and other aspects of using the train, MySouthShoreLine.com takes all the guesswork out of how to ride the train,” said Krueger. “By giving people ‘train education,’ we’re confident that by increasing their comfort level, we’ll also be able to help increase off-peak ridership.”

In addition to providing great information and tips on how to ride the train, MySouthShoreLine.com is full of incredible information on what to see and what to do while in Chicago. From museums, festivals, music, dining, and an array of other attractions and activities, this site is an all-inclusive resource about the best that Chicago has to offer.

Signing up for membership into MySouthShoreLine.com is also a great opportunity to keep abreast of the latest happenings in the city. Members will receive Rail Lines, a regularly sent e-newsletter, and will also have the chance to ENTER TO WIN a free fun-filled day in Chicago, compliments of NICTD and Chicago’s participating partners.

“Free round-trip tickets to and from Chicago, free tickets to an event or attraction, and free food at a downtown restaurant it a great incentive for people to experience just how easy and fun it is to take the train,” commented Parsons. “June’s Chicago Fun Package includes round-trip train fare, eight tickets to a Chicago Architectural Foundation Walking Tour, and a $100 gift certificate to any Lettuce Entertain You Restaurant…a $400 value.”

Parsons said that the Chicago Fun Package drawings will be held every month, with other Chicago attractions including the Art Institute, Willis Tower Skydeck, and Shedd Aquarium tentatively slated for upcoming months. “We feel that MySouthShoreLine.com is a great resource for existing and new South Shore riders,” concluded Parsons. “For couples, families, and anyone who wants to get downtown without their car, cares, and stress, the South Shore Line is the way to go.”

For more information about how to ride, what to see, what to do, and what to win, visit MySouthShoreLine.com.