Dying to catch the light rail to make it to class in Tempe on time? You’re not alone.
Despite a “Dying to Get There” marketing campaign launched in August by Valley Metro that is designed to discourage reckless pursuit of light-rail trains, which typically spend only seconds at a station stop before pulling away, many students find themselves still rushing to catch them. The campaign urges light-rail riders through social-media alerts, signs and automated announcements not to run to catch trains.
Brett Cowett, a journalism sophomore, said he and friends have sprinted to catch the light rail before to ensure they wouldn’t be late for class.
“We saw the light rail and heard the horn, so I had to run (to catch the train),” Cowett said, adding that he didn’t have time to scan his U-Pass, the year-long Valley Metro pass many students purchase.
Brandon Hutch commutes to classes from his home in Chandler and said he has been riding the light rail to get to campus since August.
“I don’t run, but sometimes you kind of have to if you’re late for class,” said Hutch, a freshman. “I saw some guy run today and almost get hit by the train.”
Metro spokeswoman Hillary Foose confirmed that this kind of behavior is not uncommon.
“Our operators see it all the time where people will dart across three lanes of traffic to make the train,” Foose said. “It’s not worth your life. Trains come along quickly and frequently, and we encourage everyone to slow down.”
However, not all riders have noticed Valley Metro’s warnings. Light-rail rider Greg Carey said he had never seen any signs, though he has heard announcements on the intercom.
Previously, Valley Metro light-rail campaigns were focused more on drivers who may not have adapted to driving near the light rail, but drivers have become more accustomed to driving near it since its opening, Foose said.
“There was some thinking within this last year that we also need to be talking to pedestrians and passengers of the system,” Foose said, adding that there have been fewer than five pedestrian-related incidents since the light rail began operating in 2008 and none were fatal.
The “Dying to Get There” campaign has cost Valley Metro $8,200 thus far, and Foose said it will run through the rest of the fall. Valley Metro may use aspects of the campaign into next year, she added.
Whatever the efforts, some students say they’d rather take the risk and sprint to catch the light rail then chance waiting an extra 12 minutes and being late for class.
“I don’t think it makes a difference,” said Jennifer Richards, a dietetics senior. “If I see the light rail coming, I’m going to run for it.”
Contact the reporter at jamie.killin@asu.edu
