Mobility on Demand Sandbox Demonstration: Adaptive Mobility with Reliability and Efficiency (AMORE), Final Report

McGinnis, James; McLaughlin, Preston · 2022 · ROSA P / United States. Department of Transportation. Federal Transit Administration

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Summary

The Adaptive Mobility with Reliability and Efficiency (AMORE) project, documented in this 2022 Federal Transit Administration report, addressed the challenge of providing viable transit options in high-income, high-vehicle-ownership suburban communities. Specifically, the study focused on the Rita Ranch, Civano, and Vail neighborhoods in Tucson, Arizona, where traditional fixed-route bus service was infrequent and road networks were poorly connected. The research aimed to test a "transit-hailing" model that combined the flexibility of Transportation Network Companies (TNCs) with the efficiency of fixed-route buses. The primary goals were to facilitate commuting and first/last-mile connections to core transit systems, support demographics with limited mobility such as teens and older adults, and evaluate demand for alternative transportation models in a car-dependent environment. The project was implemented by the Regional Transportation Authority in partnership with technology provider Metropia and service operator RubyRide. The methodology involved a stated-preference survey conducted in July 2017 to assess community travel patterns and preferences, followed by a pilot program from June to December 2018 and an official launch from December 2018 to June 2019. The transit-hailing system utilized an optimization algorithm to pool pre-scheduled "priority trips" and real-time "standard trips," minimizing operating costs while maximizing vehicle utilization. During the pilot, the service was free, and the app was distributed via a beta testing platform rather than official app stores. The official launch introduced pricing structures and unlimited free service for the first two weeks to encourage adoption. Findings revealed a significant disconnect between expressed interest and actual usage. Despite the service being free during the pilot, participation remained low, with many sign-ups failing to convert into active riders. The survey data indicated that the target demographic was highly car-dependent, with nearly 100% car ownership and high household incomes, making it difficult for the service to compete with the convenience and perceived safety of private vehicles. However, among those who did use the service, it successfully bridged the first/last-mile gap for existing public transit users connecting to park-and-ride stations. Additionally, users facing economic hardships utilized AMORE for essential trips, such as medical appointments and grocery shopping, which would otherwise have been burdensome. The service failed to significantly attract commuters or older adults, partly due to limited service area coverage and the lack of a sizable older adult population in the study zone. The significance of the AMORE project lies in its demonstration of the challenges and potential of micro-transit in suburban settings. The report concludes that successful deployment requires rigorous pre-launch demand gauging and a clear understanding of existing community transportation habits. While the specific pilot did not achieve broad adoption, the technology and operational insights were deemed valuable. The findings contributed to the Regional Transportation Authority’s decision-making process regarding the potential replacement of underperforming fixed shuttle routes with AMORE-inspired services, particularly for ADA-complementary services. The project highlights that while transit-hailing can improve efficiency and connectivity for specific user groups, it faces substantial barriers in communities where private vehicle use is deeply entrenched and economically accessible.

Key finding

The AMORE transit-hailing service primarily served essential trips for economically disadvantaged users and first/last-mile connections for existing transit riders, failing to attract significant mode shift from private vehicle users in a high-car-ownership community.

Methodology

field_study

Sample size: 179

Provenance

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• exposure measurement