An aggressive marketing plan using traditional and online advertising has paid off for Huron Shores Area Transit [HSAT].
HSAT has four routes, provided by Voyago, serving Sarnia to Grand Bend and Grand Bend to London, Goderich, and Strathroy with stops along the way.
Coordinator Susan Mills said residents became more aware of their service post pandemic when "moving billboards" were created.
"One of the biggest bangs for the buck we did was to graphically wrap both of our buses in key imagery and marketing messaging and suddenly people were reporting back to me that they actually saw the bus," said Mills.
She told Lambton County Council that ridership increased by 946 per cent from 2021 to 2023.
"Our goal was to double ridership [in 2023.] We have exceeded that. In October, we reached 16,251. I don't yet have November's ridership numbers. I will have those around the 10th of December. I anticipate that by the end of December, we could reach 20,000 passenger trips," she said.
Mills said ridership on the route from Sarnia to Grand Bend "exploded" over the summer and buses from Lambton Elderly Outreach were used to keep up with demand.
"We had many, many, many Lambton College students coming up into the area backfilling open work positions," she said. "They were going to Arkona, Forest, Port Franks, Grand Bend and Exeter. They're still coming up."
Mills said a dramatic drop-off from the famous summer bump in ridership has yet to be experienced.
"As you can see from September and October ridership bars, they're still up there at around 2,000 passenger trips. So, I am interested to see what November looks like and whether that trend continues," she said.
Mills expects further growth in the new year.
"Our goal for 2024 is to double our ridership again to 32,000," she said. "Ultimately in 2025, [we hope] to reach 35,808 passenger trips. That is where our feasibility states that our system would be sustainable."
HSAT has applied for a Federal infrastructure grant to install bike racks and more bus shelters, with solar lighting and benches, and Mills said they hope provincial gas tax funding will support the service beyond 2025.
Councillors requested additional stops and that discussions be held with the Inter-Community Bus program.
Warwick Township Mayor Todd Case believes planning for the future is necessary.
"If we don't do anything at all and the funding comes along... we're going to miss the bus. Excuse the pun," Case said. "That's my concern. I think there's a great opportunity for discussion on what can happen."
HSAT introduced an advertising program to generate supplementary revenue in July and monthly pass rate increases are being considered in 2024.
