Golden Gate Transit disses Novato commuters

Service meltdown. Last month, Novato transit rider Danny Skarka reported on a bus driver’s claim that, due to a lack of drivers, commute Route 54 would often have cancelled buses under the new schedule. I never heard back from Golden Gate Transit (GGT) about the claim, but it seems Skarka’s driver was right.

For a number of days since the start of the new schedule, Route 54 has cancelled runs without prior notice, apparently on both the southbound and northbound trips. Another rider, Andrew Fox, reports:

[T]he last two 54s I've been on have been absolutely jam-packed. Last Wednesday there were numerous standees due to a canceled bus (I took Thursday and Friday off, so I don't know about those days), and then of course you know about the situation this morning. We had 9 standees, all of whom got on at the busy Alameda del Prado bus pad/park-and-ride.

In my experience the 54 is a very busy bus. Commuters in Novato like me really rely upon it, especially given how miserable traffic has become in the last few years. I for one refuse to drive into the city anymore. Novato commuters have the choice of two different commute bus routes: the 56 or the 54, but the majority of them use the 54 due to the fact that it stops in more locations than the 56. This is a pretty lousy way to encourage transit use.

It's irksome to see these buses canceled, especially when we hear news of new routes in Southern Marin ("the Wave Bus") and see buses to Mill Valley (the 4) fly by every 5 minutes or so.

It also seems as though the problem is not isolated to the 54. Sonoma commuter Kathryn Hecht, who rides the 74, reported a cancelled evening run that meant an hour-long delay in San Francisco, as well as a cancelled morning run:

In any other industry, spotty quality is a sign of either a collapsing business model or inept management. The customer service experience is paramount to building a strong brand and strong customer base. For a scheduled service, like transit, this is even more important. People expect consistency, and they expect the schedule to be a promise, not a maybe.

We’ve discussed GGT’s failures in the past, but this is far worse than avoiding real-time arrival systems or not allowing rear-door exits. Simply put, GGT is making a stealth cut to Northern Marin and Sonoma service to expand Central and Southern Marin service. This is bad business and a further sign of GGT’s lack of managerial skill. If it continues, it will lose customers and turn what should be a premium transit product into a product of last resort.

GGT is burning its brand, and for no reason. It should immediately hire new drivers to staunch the bleeding and issue a very public apology to its Northern Marin and Sonoma commuters, perhaps with free rides for a month on the effected routes.

There are deeper structural problems to GGT’s service model, of which this is just a symptom. GGT needs to staunch this bleeding and change its operating model to ensure problems like this never happen again.