Simi Valley Council Agrees to Boost Bus Fares to $1 : Transit: The increase takes effect Sept. 6. A plan to sell advertising space at stops is approved.

Blaming the rising cost of providing city bus service, the Simi Valley City Council has unanimously agreed to raise bus fares from 75 cents to $1.

In conjunction with the fare increase, the council approved Monday night a plan to sell space at bus stops to advertisers and to expand service on successful routes.

The fare hike, which will take effect Sept. 6, is expected to bring the city more than $63,000 a year, providing a needed revenue boost for the 22-year-old bus service.

Even though city buses carried more riders than ever last year, fare revenues have dropped as much as 5% on some routes, while costs have jumped nearly 6%.

The cost to run the four Simi Valley Transit bus lines, which carried 400,000 riders last year, will be an estimated $1.6 million next year. Operating expenses are expected to increase by $83,000 this year, the result of rising maintenance, fuel and salary costs.

Only one resident showed up for the Monday night hearing to debate the fare hikes, but at bus stops around the city Tuesday riders expressed their disapproval.

“That’s just too expensive for a city this small,” said Alex Valtierra, who waited at a bus stop Tuesday for more than 45 minutes. “We don’t mind the long wait right now, but if we’re going to have to pay that much it doesn’t seem worth it.”

Sequoia Junior High School student Amanda Perego said she and her friends take the bus to school every day and had not heard about the decision.

“It sucks,” the 15-year-old said. “It’s not like we’re made of money. I think a lot of people are going to say, ‘Forget it,’ and find another way to get to school.”

But city transit officials said most people do not realize their fares cover only 20% of the cost to run the bus lines. The rest is paid with federal grant money and city funds.

“There are a lot of costs involved in running these buses, and the city is already picking up a good portion of that,” said city transit administrator Ray Turpin. “We’ve simply corrected our fares to be in line with others in Ventura County.”

South Coast Area Transit, which provides service to west Ventura County cities and Ventura Intercity Service Transit Authority, or VISTA, each charge $1. In Los Angeles County, the Metropolitan Transit Authority recently raised fares from $1.10 to $1.35, effective Sept. 1.

Turpin also noted that this is the first fare increase since 1989, when the cost of a single trip rose from 50 cents to 75 cents.

In an effort to find other sources of revenue, the council approved several measures aimed at raising money for the bus system.

The council approved a fare increase for Dial-A-Ride vans, which shuttle disabled and elderly residents around the city, from a suggested donation of 75 cents to a suggested donation of $1. For riders who require the service as part of the federal Americans with Disabilities Act, the fee will be mandatory.

Also, the city’s most profitable bus line, which runs between Simi Valley Hospital and Wood Ranch, will be extended to run to the Ronald Reagan Presidential Library and Museum.

Hoping to lure tourists who may be able to connect the route from other county bus lines, city officials said the extension could earn the transit authority an extra $2,500 a year.

In addition, the city will begin looking for potential advertisers interested in constructing bus stop shelters that can support billboard-type advertisements.

That idea, which could raise a projected $15,300 a year, received the most support from council members, who stressed the importance of exhausting all potential revenue sources before increasing fares.

“I think we need it to be clear we’re not out to make money,” said Councilwoman Judy Mikels. “As much as we can, I think we need to try to place the burden on the private sector--like the advertisers--rather than rely solely on the public.”

The council at first considered raising bus fares to 90 cents instead of $1, but decided it would be easier for passengers to find a dollar bill than scrounge for 90 cents in change.

“If we went with 90 cents we’d just be back here a year or two from now to change it again,” added Councilwoman Barbara Williamson. “We might as well just get this done now.”

Fares for seniors, student passes and bus passes will also increase. The senior fare will increase from 25 cents to 35 cents. Student passes will increase from $25 to $33.25. Regular bus passes will increase from $33.75 to $45.