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Performance Monitoring 73 age load per bus and peak and off-peak periods for the transportation link based on the high- est and lowest ridership periods. The number of instances in which a bus was full and could not serve all passengers must also be monitored to determine the best corrective measure for the future. Air passenger and employee ridership can be compared with the number of passengers in the market area of the offsite terminal and the number of employees in the market area to determine the market penetration of the offsite terminal and transportation link. Ridership patterns can be compared with the airline seat distribution, considering lead times to get to the airport and through security for the flight, and lag times for leaving the airport with or without checked lug- gage. Information from various reports can be used to determine whether schedule adjustments are necessary, particularly if service needs to be added at busy times. If data indicates that some peak times at the airport are not also peak times on the bus, further analysis can be done to deter- mine the composition of passengers to determine whether additional marketing may attract more riders. Data that will be useful for evaluating parking performance includes number of entrances and exits by day, the distribution of exits by length of stay, the average length of stay, vehicle occu- pancy, and average ticket price. This data can be compared with on-airport parking statistics to determine whether parking patterns are similar. It should also be compared with ridership on the transportation link. The project sponsor should try to segregate employee and passenger parking data. Parking statistics will assist the project sponsor in determining how capacity is meeting demand, when to plan for additional capacity, and how to prepare for peak periods. If there is a short-term parking area, occupancy should be monitored to determine whether the supply is sufficient. Operational Performance Measures Operational performance measures report on service efficiency and quality of service. Reports in this category include trip times and average trip times; on-time performance statistics; main- tenance statistics for vehicles; and employee performance, retention, and absences. Transaction time per ticket sales may also be important if it affects on-time performance of the bus or the passenger's ability to board the next bus. Mitigation The offsite terminal and transportation link reduces the impacts of low-occupancy trips that otherwise would have been made to the airport. Information on reduced vehicle trips, emissions savings, and savings in VMT are useful for reporting progress and promoting the benefits of the offsite terminal and transportation link within the sponsoring organization, to community groups, to environmental groups, and to elected officials. Surveys Survey data can provide information on ridership demographics, passenger receptiveness to changes in service, fares and amenities, passenger satisfaction, and effectiveness of advertising. Surveys conducted while the service is new and growing are important to understand how the service is developing and to determine ways to boost ridership. Surveys are also important once ridership has reached maturity to track trends, to monitor changes, to determine how to retain