With regular riders having their days disrupted and people new to the system, Cross said, “We went crazy overboard with signage in the shelters and did a three-week advertising campaign.” They weren’t allowed to say “Super Bowl,” so the marketing phrase became “Know before you go.”
Trevor Ocock, vice president & chief operating officer, said at the key stops, administrative staff was on hand, available for customers. “That really proved to be a good idea because it was just nice to have somebody they could go to for help.”
Buses were packed, operators were happy and everybody worked like crazy, Ocock said. “There were no extra hours added,” Cross stated. “It was creating something to look fantastic and special and easy-to-understand, but really no extra resources.”
One thing they did during the Super Bowl was to have signage with time points in the shelters. Cross said, “We did that and thought, why don’t we do this all the time for our customers? So now we’re doing that.
“It’s almost like when you deep clean your house when company’s coming over and it’s like, we should do that for family all the time, shouldn’t we just live this way?” Cross said.
Luellen added, “We talked about internally, the level of what we produced during the Super Bowl, really kind of elevated our own expectations of each other.”