These days, Vallejo ferry service is an unquestioned success story. Fast, modern ferryboats full to the brim with contented commuters speed between San Francisco and Vallejo every day. A beautiful terminal at the Vallejo end, seamless bus connections all the way to Sacramento, a state-of-the-art web site that even lets you track the boats as they cross the Bay; it all adds up to a premiere operation that can fairly be called the pride of the North Bay. Hard to believe that just 12 years ago ferry service to Vallejo was about to be eliminated – and surely would have been had it not been for the quick intervention of the Vallejo commuters.
Published: February, 2000
These days, Vallejo ferry service is an unquestioned success story. Fast, modern ferryboats full to the brim with contented commuters speed between San Francisco and Vallejo every day. A beautiful terminal at the Vallejo end, seamless bus connections all the way to Sacramento, a state-of-the-art web site that even lets you track the boats as they cross the Bay; it all adds up to a premiere operation that can fairly be called the pride of the North Bay.
Hard to believe that just 12 years ago ferry service to Vallejo was about to be eliminated – and surely would have been had it not been for the quick intervention of the Vallejo commuters.
In 1988 the former Red & White fleet, since merged into Blue and Gold, provided service to Vallejo. (The current Red & White Company providing service to Richmond is a separate company formed after the merger.) Unable to attract enough riders and facing a rising tide of red ink, the company petitioned the PUC to discontinue service.
The company’s lawyers had a strong case and City officials were resigned to losing the service. But 100-plus spirited commuters had a different response: "Just Say No".
The grassroots group, North Bay Water Commuters, formed literally overnight and swiftly swung into action. Commuters with expertise in politics, business development, marketing and the law unhesitatingly stepped forward to volunteer their services. Having worked for the governor in public relations, Kevin Elliott chaired the Political Committee and taught commuters the power of the written word. Hundreds of letters from commuters, spouses and children were individually written to the PUC. As a result, the PUC quickly assigned staff to study the Vallejo service in detail. Concurrently, a lawsuit was filed seeking to deny Red & White’s petition to discontinue the service. Heading up NBWC’s Law Committee were Amy Lewis and Bill and Sallie Evans.
At the same time, it was agreed that in order to permanently save the Vallejo service someone had to increase ridership. Red & White wasn’t about to do it and the City hadn’t any dedicated resources for the job. With a background in marketing, Cindy Detwiler was the obvious choice to chair the Marketing Committee.
First, a local phone was installed in Vallejo: 64-FERRY. Next they identified free billboard space for non-profit organizations’ use along I-80 and I-780. Neighborhoods were divided and over 30 people enlisted to go door-to-door leaving ferry schedules. The Welcome Wagon agreed to include ferry schedules and a commute ticket in their basket to new arrivals. The City of Vallejo and Benicia printed 64-FERRY on utility bills. Thousands of schedules were distributed at hotels, military bases, fairs, and festivals and along parade routes as far away as Sacramento and Calistoga. New commuters were greeted onboard and given a "first day on us" coupon. Working as unpaid volunteers on their own time, commuters, business owners, senior citizens and local residents followed the plan set forth by the "Ferry Godmother" – as Cindy was nicknamed - and within six months ridership had shot up 36%.
Meanwhile, documentation was being gathered to support NBWC’s lawsuit. Evidence was submitted showing that a lot more could have been done to attract new riders, including the marketing results of the volunteers who funded their activities through weekly bake sales onboard the morning commute runs. When the Judge hearing the case – who rode the ferry incognito and was greeted, given a schedule and offered a pastry for $1 – was finished hearing the pleas of a standing-room-only crowd, the verdict said it all: the service WILL continue.
With the service stabilized, Vallejo city officials allocated funds for support staff. In addition to managing the city’s 80-unit bus and BartLink service, Pam Belchamber was assigned administration of the ferry service and she has gone on to secure significant grants to further expand service.
Fast forward six months: the Loma Preita Earthquake strikes. Notably, the day of the Quake – when the Bay Bridge had collapsed and BART was stalled in the tunnel – ferry riders got home on time.
As crews worked feverishly to repair the Bay Bridge tens of thousands of commuters had no way to cross the Bay – except by ferry. The task of getting the word out fell to Solano County MTC Rep Jim Spering and Ms. Belchamber who turned to Cindy Detwiler and her crew. Enter: Myrna Hayes with a background in sales and public administration. Cindy and Myrna quit their jobs and were hired full-time, with emergency funds from FEMA, to helping manage the crisis. FEMA funds were also used to install three more phone lines in Cindy’s home.
From too few riders the pendulum had swung off the scale in the other direction: lines of would-be passengers snaked around the block. Now the problem was how to cope with overwhelming demand. Boats were redeployed from tourist runs – service to Alcatraz was temporarily suspended. And the State of Washington loaned three fast ferries for the duration.
When the Bay Bridge reopened to traffic, many commuters predictably stopped using the ferry. But a significant number were willing to keep using the ferry – if more boats and an expanded schedule could be provided. Once again, the North Bay Water Commuters answered the call. They got over 60,000 signatures to help put Prop 116 on the 1991 ballot – and in return secured a $10 million dollar line itemfor the much needed vessels.
But the North Bay Water Commuters weren’t finished yet: they helped develop even more imaginative ways of improving service. They arranged AM drop-up/PM pickup services for ferry commuters including dry cleaning, shoe and jewelry repair, tailoring and auto detailing. A special success was "Sea and Symphony", wherein the Vallejo Symphony performed on return trips to San Francisco, attracting hundreds of late evening riders to what otherwise would have been an empty run.
Vallejo ferry riders owe thanks to North Bay Water Commuters for their fast boats and overall service that is the envy of the Bay. But perhaps the greatest achievement on the part of the Ferry Godmothers – Amy, Sallie, Cindy and Myrna - was the special sense of camaraderie they inspired on the Vallejo ferryboats. Vallejo ferry riders care and watch out for each other. That’s what made all the good things possible.
