By Dan McLeister
For The Elmhurst Independent
The second year of the Elmhurst Trolley will be more than just a trolley ride, according to Kassondra Schref, communications manager for the City. It will be part of an integrated marketing program to promote the City, she told the Public Affairs and Safety Committee at a February 22nd meeting.
With the support of the Visitors & Tourism Advisory Council, the City is rebranding “Explore Elmhurst.”
“Based on a refreshed brand, a streamlined marketing plan, community feedback, and support from our community partners, several new elements will be added to the trolley program to enhance the riders’ experience,” Schref said.
Larger, more vibrant signs will be placed at designated trolley stops so that riders can easily find the pick-up locations. In addition, the trolley company will allow more signs on the exterior of the trolley to further promote what Schref called the revitalized brand: two large signs on each side of the trolley and seventeen window decals.
“That will make the trolley more recognizable while also enticing viewers to visit the newly-launched website at ExploreELMHURST.com,” she said.
Similar to last year, brochures will be created to promote the trolley with an added focus on the Explore Elmhurst site. Another added feature will be a pre-recorded narrative, which will allow riders to obtain history and information on highlighted monuments and institutions along the route. Brochures will be available at trolley stops, on the trolley and at various cultural and civic institutions in the City.
There is also the possibility for businesses and organizations to advertise in open areas above the seats. The areas differ in size but the average size is about 15 inches X 20 inches. There will be 14 sponsorship opportunities, available at $250 each. Sponsors will receive an advertisement in the trolley and in a brochure.
A goal of the Explore Elmhurst Express Trolley program is to encourage residents to visit local businesses and organizations to “explore, participate, consume and engage.”
People can go to any of the participating locations and enter to win Explore Elmhurst giveaways by dropping off their card, according to Schref. The card will include the participants name and contact information along with the date and drop off location. “Explore” and “Ride” tickets will be collected weekly and one winner will be randomly selected each week to win a prize. “Eat” and “Shop” tickets will be collected over 15 weeks. One grand prize winner will be randomly selected by a card drawing on September 19 at 4:30 p.m.
The trolley program will run for 15 weeks starting on Friday June 3 and ending on Sunday September 18. Hours of service are Friday from 6 p.m. and 11 p.m.; Saturday, 12 noon to 11 p.m.; and Sunday, from 12 to 5 p.m. Schref said the primary target markets for this program are Elmhurst parents with children ages 5 to 16 years old.
There will be six stops in a 30-minute loop:
- York and Park;
- York and Schiller:
- Second and Addison;
- Cottage Hill and Virginia;
- Spring and the Illinois Prairie Path; and
- York and Vallette.
After each stop the driver will press PLAY for a narrative describing aspects of the City.
The York and St. Charles stop was eliminated based on last year’s recommendation from the trolley driver because of low ridership and traffic concerns, Schref said. Extending the route was not possible this year because she noted that it would require two trolleys, which would double the cost.
The City has budgeted $50,000 for the 2016 program ($40,000 to operate the trolley and $10,000 for program costs).
