WMATA Fleet of the Future Expo

Target Audience: The target audience for the Fleet of the Future Expo included all 6 million people who live in the Washington, DC area and the millions of tourists who visit the region during Cherry Blossom Season. This included commuters; casual transit customers; government officials from local, state, and federal agencies; tourists visiting during Cherry Blossom season; children and students; residents who don't ride transit yet; and more. Metro's goal was to receive feedback from anyone who was willing to stop by the expo, to ensure the design of the next generation of trains accommodates all customers - and all kinds of trips.

Strategy Objective:The strategy behind the Fleet of the Future Expo was to engage the public, media, and stakeholders by showcasing Metro's innovative new 8000-series railcar and zero-emissions buses in a high-profile, accessible location—the National Mall. By offering a hands-on, interactive experience, Metro invited visitors to explore the future of public transit firsthand, while also creating a unique opportunity for customer feedback during a two-week time period. A pop-up shop, with merchandise exclusive to the event, added an additional layer of excitement, tying into the Cherry Blossom Festival and further amplifying the event's visibility. This strategic approach aimed to build excitement, foster community involvement, and generate lasting buzz around Metro's future.

Situation Challenge: Metro is designing its newest railcars, the 8000-series, and needed customer feedback before finalizing the design. To gather input, Metro created the Fleet of the Future Expo, providing the public with the opportunity to explore a mock-up of the railcar and interact with its features. To take it a step further, Metro also added one of the agency's two new zero-emissions buses for customers to explore, as well. This hands-on experience allowed customers, tourists, Metro's Accessibility Advisory Committee, and other agencies across the region to provide valuable feedback. The insights gained ensured that the final design would meet public needs, while delivering world-class service and innovation.

Results Impact: After two weeks of engagement, the Fleet of the Future Expo resulted in: - Nearly 47,000 attendees - 92% customer satisfaction with the railcar design - 11,100 web page views - 2.8M social media impressions - 37,900 handouts distributed - 5,660 items sold - 6,598 survey responses - 258 employee volunteers - 144 media stories from as far away as Japan and Italy - Priceless customer excitement about the Metro's future

Why Submit: This entry was submitted because the Fleet of the Future Expo was Metro's largest event to date and a tribute to our agency's history, recalling the 1968 unveiling of the first Metro railcar on the National Mall. With nearly a year of planning this unprecedented event involved intricate coordination with the National Park Service, a Transatlantic railcar shipment, road closures, and precise engineering to position the mockup. Entirely staffed by passionate Metro employee volunteers, the expo generated excitement, captured valuable customer feedback, successfully engaged the public in Metro's future vision, and advanced Metro's strategic transformation plan's goals on service excellence and sustainability. This level of dedication and impact deserves recognition.