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“See More Spots” marketing campaign begins

October 20, 2004

LITTLE FALLS, NJ –– Montclair State University President Dr. Susan A. Cole joined Transportation Commissioner Jack Lettiere and NJ TRANSIT Executive Director George D. Warrington today to welcome a new addition to the campus—the MSU Station and its 1,500-space parking deck.

Commissioner Lettiere, along with NJ TRANSIT’s parking mascot “See More Spots” the Dalmatian, welcomed Dr. Cole, students and faculty members at the newly opened station located on the Montclair–Boonton Line in Little Falls.

“The new Montclair State University station is an important addition to New Jersey’s mass transportation network, signaling improved train service on the Montclair–Boonton Line and encouraging MSU students and faculty and MSU community neighbors to get out of their cars and ride NJ TRANSIT,” said Senator Jon S. Corzine. “This should significantly help relieve traffic congestion, and that should mean cleaner air and faster commutes to school and work.’’

"Transportation investments like this rail station and park and ride can improve the public's quality of life,” said Congressman Bill Pascrell, Jr. “All commuters in Passaic and Essex Counties will benefit from this completed project, as increasing public access will encourage commuters to use our rail system, easing congestion on our roads and decreasing air pollution. I look forward to continuing my work with federal, state and local officials to improve the transportation options around Montclair State University, as upcoming projects will further reduce traffic in local neighborhoods and improve the access to the campus."

“The opening of MSU Station and its parking deck brings online 1,500 additional parking spots, which goes a long way in helping the State meet its commitment of increasing parking by 20,000 spots by 2007,” Commissioner Lettiere said. “Already NJ TRANSIT has helped in this effort by adding more than 7,000 new parking spots to its system within the last two years.”

“The NJ TRANSIT–Montclair State University partnership is an excellent example of two organizations cooperating to provide the State with improved access to public transportation," Dr. Cole said. "Our collaboration makes higher education far more accessible to the people of New Jersey while also promoting the increased use of the NJ TRANSIT system. It is a winning combination for everyone involved."

“It’s no surprise that more and more residents are discovering the benefits of using NJ TRANSIT to avoid congested roadways, tolls and other commuting hassles,” Mr. Warrington said. “This new station, along with its parking deck, assists us in making public transportation even more accessible and convenient. It also helps us in our goal to attract new riders to the system with the more than 1,800 future commuters here at Montclair State University. I personally want to thank Dr. Cole for her support.”

To encourage commuters to use the new parking deck, NJ TRANSIT is offering introductory discount rates for commuters who purchase parking passes before April 1, 2005. MSU Station commuters may purchase an annual pass for $480—$120 less than the cost of buying 12 individual monthly passes. Also offered is a six-month pass for $240 and a three-month pass for $135. Standard parking fees at the new facility are $3 on weekdays and $50 for a monthly pass.

To promote the station’s new parking deck, NJ TRANSIT has launched an aggressive marketing campaign under the umbrella theme of “See More Spots.” This campaign centers on “See More” the Dalmatian who, with his white coat and black spots, is the perfect “spokespuppy” for the many parking spots now available to Montclair-Boonton Line commuters.

“This is a very creative approach that gets people thinking about how easy it is to park their cars at MSU Station, and not worry about trying to find a parking spot at other locations,” Mr. Warrington said. “Throughout the NJ TRANSIT system, parking is at a premium as more residents discover the benefits of using public transportation and leave their cars behind.”

In some parts of NJ TRANSIT’s system—including Montclair—customers endure years on waiting lists before a spot becomes available. In fact, Montclair’s waiting list has more than 3,000 people on it. As part of NJ TRANSIT’s marketing campaign specifically targeting these 3,000 customers, direct mail pieces will be sent to homes explaining the benefits of the MSU Station parking deck and the 1,500 spots available to them.

In addition to more parking spots, the station also offers a host of amenities for commuters to enjoy that include:

· An elevated pedestrian overpass serving the deck and the center island platform.
· Four elevators – two inside the parking deck, one connecting the deck and the platform, and one that provides access to dormitories on the opposite side of the station.
· A climate-controlled pedestrian overpass.
· A coffee and pastry shop.

NJ TRANSIT is the nation’s largest statewide public transportation system providing more than 752,600 daily trips on 240 bus routes, three light rail lines and 11 commuter lines. It is the third largest transit system in the country with 162 rail stations, 49 light rail stations and more than 17,000 bus stops linking major points in New Jersey, New York and Philadelphia.