For the week of June 12 - 18, 2002

Peak Bus steadily 
adds riders

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By DANA DUGAN
Express Staff Writer

The Peak Bus, now in the second week of operation, is gradually picking up ridership on its runs from Bellevue to Ketchum.

It makes three morning commuter runs and three in the afternoon.

The middle run—starting at 7:05 a.m. from Bellevue and at 5:08 p.m. from Ketchum—has been the busiest of the three runs with approximately 20 passengers each way.

The bus is now carrying bikes as well.

The first run extends only to St. Luke’s Wood River Medical Center, just south of Ketchum, and has still not caught on with the hospital’s employees, said Beth Callister, director of Rideshare. "I have to get St. Luke’s to encourage their employees to ride."

She also noted officials don’t plan juggle the Peak Bus schedule until the end of summer.

"It’s classic bus planning. It takes time to build ridership. You wouldn’t want to cut something off too early. There’s no magic cut off time."

It comes back to outreach, advertising and promotion, Callister said. "And employers must have a willingness to participate. They’re all linked."

Callister said that at the end of the summer Rideshare will analyze the runs to better meet peoples needs.

Rideshare is supporting the Peak Bus program in conjunction with the cities of Ketchum and Sun Valley, Blaine County and a one-year federal transportation grant received through the State of Idaho.

Commuters pays just $1.50 each way, or can purchase a monthly or yearly pass.

Another means of support is through advertising, Callister said. The current bus, owned by Sun Valley Express, can have advertising on the outside of the bus. If Sun Valley Express purchases a transit style bus—an idea under consideration—advertising can also be posted inside the bus.

Those buses would still have comfortable high seat backs, but would have a wider aisle and no rest room facilities, Callister said.

Schedules for the Peak Bus are available through Rideshare, at 788-RIDE.

 

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