Metrolink Lunar New Year Event

Target Audience: Our target audiences included current Metrolink riders, Orange County residents, Asian and diverse communities and the general public. Minority outreach is a key component, particularly to Orange County's Asian community, which comprises 26% of the county population; survey results indicated that this group has a high propensity for riding Metrolink.

Strategy Objective:The strategy was to relaunch the Metrolink Lunar New Year event and encourage train rides to Los Angeles using digital and print marketing. We decided to offer free rides to the first 100 people coupled with an event at the Irvine Metrolink Station incorporating culturally relevant materials and activities (prizes, activities, refreshments and traditional lion dancers). In addition, we developed partnerships with the City of Irvine, South Coast Chinese Cultural Association, and the Chinese Chamber of Commerce in Los Angeles to cross promote the event.

Situation Challenge: Our annual Lunar New Year event at a local Metrolink station was suspended for the past four years due to the pandemic and we wanted to bring it back to encourage people to once again ride the train. In the past, this event attracted up to 400 people and increased ridership on the Metrolink Orange County Line compared to a regular Saturday.

Results Impact: More than 350 people attended this event. This is only slightly less than the highest number of attendees recorded (2016, 400+; and this number was an increase of 38% compared to 2015). In 2024, ridership on the Orange County line increased 62% compared to the prior week and 61% compared to the prior year.

Why Submit: In addition to increasing ridership, this event brings joy to many people. During the pandemic and for a few years afterward, we were sad that we couldn't offer it. As weekend ridership increased post-pandemic, we enthusiastically looked for ways to make our Lunar New Year event better than ever by incorporating local partners and culturally relevant activities that would attract our largely Asian audience. The robust attendance and high ridership indicate that with the right enticement – like a great event – the public is ready to get back on transit.