At its October 18 Board meeting the Sonoma Marin Area Rail Transit District [SMART] endorsed staff plans for a marketing communications and public outreach plan to inform residents of Marin and Sonoma counties about the benefits SMART brings to the North Bay community.

“The primary focus of this marketing activity is to inform the community about the benefits of SMART.” The cost for the proposed marketing and communications effort is $302,000.

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The SMART staff marketing proposal is in addition to two other, complementary initiatives. In early 2024, SMART will engage a consultant to conduct a comprehensive assessment of the quality of life and economic impact SMART brings. This work is funded by a Caltrans grant. SMART will also engage a second consultant to assess messaging and communications channels to develop an effective marketing plan to inform residents of Marin and Sonoma counties about the benefits of SMART.

SMART is responding to a Marin Grand Jury Report in June 2023: “SMART AT A CROSSROADS HERE TODAY, GONE TOMORROW?” The Grand Jury posed a direct question, “What is the Sonoma-Marin Area Rail Transit’s (SMART) plan to continue operations after April 2029 when essential revenue from the ¼ percent sales tax expires? A March 2020 ballot proposition to extend the sales tax authorization through 2059 failed badly.

The Grand Jury’s primary recommendation was that SMART’s Board of Directors immediately begin a frank, straightforward conversation with voters delineating the value SMART brings to the community. It should, within the next twelve months, agree to a fully transparent plan that would do so. A second recommendation was that SMART develop a written strategic marketing communications and public outreach plan and budget focused on educating voters in Marin County about the community benefits derived from the continued operation of the SMART rail system.

SMART earlier prepared a “Branding and Positioning Value Proposition Statement”. It includes:

• SMART is an essential North Bay transportation service, connecting communities while aligning with the region’s values, emphasizing sustainable transportation, increased mobility, and access to opportunity. SMART provides an environmentally sustainable transportation alternative to driving, actively reducing carbon emissions and promoting a greener future.
• SMART offers many benefits to North Bay communities, encompassing economic growth, convenience, accessibility, and enhanced well-being. Commuter rail service supports local businesses and boosts economic development, increasing property values, job opportunities, and overall community advancement. Moreover, reducing traffic congestion not only eases road accessibility but also leads to shorter commutes and reduced stress for everyone.

It may be fruitful for the SMART Board to do some “home schooling”. It needs to recognize that its operating cost has always exceeded $37 per one-way passenger and reached over $202 in FY2021. The subsidy per boarding passenger is over 95% with passengers paying less than 5% of operating costs. The SMART Board should also be cognizant that there are 2.6 million person trips taking place every weekday in Marin and Sonoma Counties. Highway 101 running parallel to SMART accommodates around one-million-person trips daily. Fewer than 3,000 weekday passengers ride SMART. Clearly this tail does not wag the dog.