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39 and to avoid duplication and ideally coordinate with pri- Trolley" comic strip, based it on the old Brook Street Line that vate shuttle operators. served a Louisville neighborhood known then as Toonerville. Build in a regular cycle of reviewing downtown circula- The steel-wheel trolleys made their last trip on May 1, 1948. tor service to ensure that you capture changes to the Almost 40 years later, the city of Louisville designed a revital- downtown landscape. Changes in travel patterns and ization plan that included a pedestrian mall for 4th Street, a migration of employment centers can gradually affect retail street in downtown Louisville with several theaters. location of demand and running times, but can be iden- TARC obtained federal funds to purchase Chance rubber-tired tified through periodic reviews. trolleys to operate along 4th Street. Free trolley service began in late 1987. LADOT's advice to another agency trying to replicate its Downtown DASH is to provide short headways to minimize Amid budget woes in 1994, TARC was planning to insti- wait time for the circulator. Identify attractions and be clear on tute a 10 cent fare on the 4th Street trolley and cut back service who your market is; make the circulator as easy to use as pos- levels. A leading banker in Louisville assembled a downtown sible; emphasize service quality, be "a step above" other tran- coalition that agreed to provide funds to keep the trolley oper- sit operators through clean buses, knowledgeable operators, ating free for five years. and reliable on-time performance; and finally, develop a dis- tinctive brand for the service. TARC operated a downtown circulator bus route along Main and Market Streets, an eastwest, one-way pair. When Other factors play an important role, but LADOT views the Louisville Slugger Museum opened in 1996, TARC ridership as the best indicator of success, especially given its replaced the buses with trolleys on this route. This turned out diverse customer base in downtown Los Angeles. If ridership to be a public relations coup, because all the hoopla surround- falls off on a route or in a particular area, it is a sign that some- ing the museum opening included the new trolley route. It is thing is not right. not often that a transit general manager gets to share a stage with several Hall of Fame baseball stars. Figure 11 shows the two trolley routes that continue to operate today. The 4th Street Trolley operates every 7 to 10 min between 8 a.m. and 7 p.m. TRANSIT AUTHORITY OF RIVER CITY-- LOUISVILLE, KY weekdays and every 20 min between 10 a.m. and 6 p.m. on Saturday. The Main/Market Street Trolley operates every 10 min between 6 a.m. and 8 p.m. on weekdays and every 15 min between 10 a.m. and 6 p.m. on Saturday. Weekday ridership is approximately 1,000 each day. The next evolution of the trolley occurred in 2001 when a group of artists and art gallery owners along Main and Mar- ket Streets proposed the First Friday Trolley Hop. Many of the galleries were scheduling art openings and events on the first Friday of each month, and it seemed natural to use the trolleys as transportation and as a great marketing tool. Restau- rant owners joined in, and together they provided funding for TARC to operate the trolley from 5 p.m. to 11 p.m. on first Fridays. This became a phenomenal success, thus encourag- ing more shops and galleries to stay open late. Free parking is available along the route, and ridership exceeds 3,000 in good weather. The galleries benefit by being connected to each other by means of a free, attractive, fun mode of transporta- tion, and TARC benefits by its association with a combined cultural event and very big block party. The success of the First Friday Trolley Hop inspired a sim- Transit Authority of River City (TARC) is the transit operator ilar service along the historic Frankfort Avenue corridor. On in Louisville, Kentucky, and the surrounding area. The service the last Friday of each month, galleries and businesses in the area population is 755,000. TARC operates 198 peak buses corridor sponsor the F. A. T. Friday Trolley Hop. Figure 12 directly and another 7 under contract. Annual ridership on all displays the route. services is 15.6 million. In a city the size of Louisville, transit can become part The history of trolleys in Louisville goes back to the 19th of the fabric of the community. TARC's willingness to century. Fontaine Fox, the man who created the "Toonerville experiment with unconventional ideas served as a means to

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40 Muhammad Hancock St. Jackson St. Ali Center Witherspoon St. Franklin St. Shelby St. 4th St. Louisville Clay St. Frazier Louisville Kentucky Washington St. Historical Science Museum Slugger The Kentucky Louisville Field Arms Center of Art & Craft Center Washington St. Ballet Campbell St. Museum Louisville Actors Main St. Slugger Theatre Museum 10th St. Kentucky Market St. Metro Hall International Convention Louisville Center Visitors Jefferson St. Liberty St. Center St. Roy Wilkins Armory Pl. 3rd St. 5th St. Brook St. Floyd St. 1st St. 4th St. Preston 6th St. 8th St. 7th St. Live LEGEND Muhammad Ali Main & Market St. Trolley 4th St. Trolley Chestnut St. 4th St. Special Event Route Palace Theatre 1st Friday Gallery Hop Theater Square FIGURE 11 Downtown Louisville trolley routes. do this. Interestingly, a private coach operator filed a com- many as a way to define the market for the trolley. The fare was plaint stating that the trolleys were charter service and raised to 50 cents in 2007. should be put out to bid. The FTA ruled that the trolleys were regularly scheduled service and could continue to be As with transit agencies around the country, TARC has operated by TARC. faced major budget shortfalls and in the spring of 2010 announced a 10% to 15% cut in service. TARC's proposal Fare policies have evolved over time. Originally free and eliminated the 4th Street trolley and cut back the Main/Market remaining free through the efforts of local businesses, the trol- Street trolley to peak hours only, essentially serving as a park- leys instituted a 25 cent fare in 2004. Social service agencies ing shuttle. As a result, Louisville's mayor was concerned. ministering to the homeless were located at either end of the After more than 20 years of operation, the trolleys had become Main/Market Street trolley, and a nominal fare was seen by a symbol of downtown's vibrancy and activity and were Trolley Public Parking Free Parking Free Trolley Stop Public Parking Public Parking St. Mark's Episcopal Church Third Lutheran Church Between Bayly & Hite, Alley between Ewing & Peterson, 2822 Frankfort Ave. 1864 Frankfort Ave. behind Carmichael's Bookstore behind League of Women Voters Margaret's Consignment & Collectibles American Printing House for the Blind Public Parking Public Parking 2700 Frankfort Ave. 1839 Frankfort Ave. Franck & Frankfort Ave. Corner of Keats & Frankfort Ave., Alley between Bayly & Hite Mellwood Arts & Entertainment Center next to The Irish Rover Crescent Hill United Methodist Church 1860 Mellwood Ave. & Delmont 201 S. Peterson Ave. & Frankfort Ave. Butchertown Market Clifton Center 1201 Story Ave. either 2117 Payne St. & Clifton Ave. side of building MELLWOOD ARTS & ENTERTAINMENT CENTER Clifton Christian Church SM Th Celia's @ Mellwood 131 Vernon Ave. om 00 ps Gallery Janjobe 18 on Patti Cakes Cafe Av P e. Browns 00 boro R 16 d. Mariposa Place . It's All e Av Greek to Me! 00 d Mona & Lisa Sister Dragonfly Gallery Heine oo 17 t. lw 0 2023 Mid-Century Modern Brothers' eS t. 150 Conez el te S Crescent Hill Gallery Coffee M & Coneyz Pop . Ave Sta Work the Metal 0 140 00 170 0 Margaret's Just Creations (at Butchertown . Ave 16 Consignment an 0 El Mundo Peacock Boutique ve. ry ve. e. Market) 130 P & Collectibles Sto P dem e. 180 ood Av Av 0 al A eA 0 ve. Ave. Kaviar Forge P The Irish Rover d 0 Hal ve. lair oo 15 ck A Keats Ave. P Cor & Gallery e. 0 190 120 lw 0 on A Hite g Av Birchw el Bel Fra Fran M 00 eyedia, nk 0 fort 110 n Jane St. 14 design it again Ewin Ave Ver t. P . Frankfort Ave. ain S ARCHITYPE Gallery 200 2600 2700 2800 1100 E. M 00 0 2500 2900 y Ct. 13 P 1200 Third Lutheran Church 2400 P St Bellaire Ave. 2100 P 2300 ilz erl 2200 Av P P P e. n Ave. Wav Porcini Legend . P Ave P Dressing Peterso ly Specialty Shops Varanese The Wine Rack Room Clifton Ave. Bay Quest Galleries, Studios & The Arts Pottery Outdoors c.c. & company Rowe Friends interiors First Capital Bank Dining & Entertainment Elizabeth's Lapidary Jewelry Davidson of Kentucky & Beads Supply Sol Aztecas Business & Professional Services Timeless Attire Grill & Cantina Design Neighborhood Attractions S. Bayly Boutique & Organizations Free Trolley Stop Free Parking FIGURE 12 Frankfort Area trolley route.