Bradley Shuttle Service
Dr. Robert DeGise Professional Writing Competition
Jaime
4/15/2011
Table of Contents
Problem: Insufficient Grocery Options............................................................................................1
Impact of This Problem ............................................................................................................................1
Who Has Been Affected.....................................................................................................................1
Future Implications...........................................................................................................................2
Data Collection: Interview and Survey Results...............................................................................2
Question 1............................................................................................................................................3
Question 2............................................................................................................................................3
Question 3............................................................................................................................................4
Question 4............................................................................................................................................4
Question 5............................................................................................................................................5
Question 6............................................................................................................................................5
Analysis of Survey Results................................................................................................................6
Proposed Solution 6
Summary............................................................................................................................................6
Vehicles...............................................................................................................................................6
Shuttle Schedule..................................................................................................................................7
Destination...........................................................................................................................................7
Effect...................................................................................................................................................8
Feasibility of the Shuttle 8
Parent and Student Support.............................................................................................................8
Use of Existing Resources..................................................................................................................9
Bradley Shuttle Service
The Problem: Insufficient Grocery Options
Currently, Bradley students are without access to a grocery store within reasonable walking distance of
campus. In years past, students utilized the Save-a-Lot grocery store located in Campustown. Recent
renovation of Westlake Hall forced Bradley University to relocate their Teacher Education staff. Save-aLot closed down and the space has been leased to Bradley University during this time of redevelopment.
The CVS in Campustown provides pre-packaged snacks, frozen meals, and drinks for students. This
partially meets student needs, but fails to offer the fruits and vegetables essential to a healthy and
balanced diet.
Center Court and Outtakes café are on-campus options that provide students with a limited selection of
prepared lunches and pre-packaged snacks. Students living in the residence halls make use of these
stores most frequently, because they accept Quickcash and meal plan accounts. The food available at
these on-campus stores is expensive and limited in variety.
Impact of This Problem
Who Has Been Affected
Bradley University food options currently do not meet the needs of off-campus students living in St.
James, SAC, and independent housing. Many of these students cook meals in their personal kitchens and
require access to a grocery store to do so. Individuals without cars are especially inconvenienced by this
problem. They must rely on other students for transportation to a grocery store. Students have very
different schedules when classes, jobs, internships and campus involvement are considered. Therefore,
it becomes challenging to set up a carpooling system among students.
Most freshman and sophomores are without cars as well. These students regularly use the dining halls
and on-campus options for food. However, some students prefer to make quick meals in their rooms
between classes. The benefits of making meals include controlling portion size and avoiding the long
lines that form during lunch and dinner in the dining halls. This is also necessary for some students with
food allergies or restricted diets. Students who wish to make their own meals are unable to grocery
shop. Breakfast supplies are available in a limited supply from Center Court and Outtakes. In addition,
frozen meals and bread can be purchased. These on-campus markets are not intended to be grocery
stores. The narrow selection and high prices make it unrealistic for students to stock up on supplies for
meals at these locations. Students temporarily rely on these options until they can find transportation to
an off-campus grocery store.
Future Implications
As parents and prospective students tour our university, they critically evaluate the buildings, services,
and resources available. Parents want to be assured that Bradley University will provide comfortable
living for their sons and daughters. Food options are an important factor in choosing a school. As groups
of prospective students tour campus, questions will undoubtedly be raised about where students can
grocery shop. Limiting students to the high prices at CVS and on-campus convenience markets is
inadequate. Families are already financially strained by the cost of college tuition and living expenses.
Students deserve a wider variety of food, as well as more affordable alternatives to on-campus food.
Bradley is committed to becoming a university of national distinction. In order to gain such recognition,
evaluations and improvements are necessary. Efforts are underway to enhance the dining facilities. A
focus group was created to gather student and faculty feedback on the quality of the dining services.
The menus are continually expanding, as Bradley accommodates for different diets and food
preferences. The same urgency should be taken to find grocery shopping alternatives for students.
Bradley University must evaluate the resources available to students on and around campus. It cannot
be assumed that third and fourth year students have transportation to off-campus stores. Bradley must
provide students with access to a grocery store before this deters prospective students or prohibits
Bradley from becoming a university of national distinction.
Data Collection: Interview and Survey Results
Initial information was collected on the feasibility of building an on-campus grocery store. Gary Anna,
Vice President of Business Affairs, was able to briefly describe Bradley’s efforts to bring a grocery store
to campus. Years ago, the university researched what food products students wanted to buy. A small
grocery store was created, and stocked specifically with products that students expressed an interest in.
This store was initially successful. However, students lost interest overtime because of the limited
selection and pricing. Bradley University has a relatively small campus, which makes the development of
a full-scale grocery store on campus unrealistic. The employees and stock that a grocery store demands
made it difficult for Bradley to maintain the on-campus store years ago. This venture would be equally
difficult today. Bradley cannot provide students with an on-campus store that will match the variety and
price of a Hyvee, Schnucks, or Walmart.
There are several vacant storefronts near campus, but none are large enough to house a grocery store.
The Save-a-Lot location in Campustown is most appropriate for a grocery store. It provided the storage
space that grocery stores need in order to stay stocked between deliveries. The West Bluff Council,
headed by Conrad Stinnet, was able to elaborate on off-campus grocery stores that have come and gone
in the past. The Peoria area has seen several grocery stores. Thompson Food Basket was the first grocer
in Campustown, followed by Sullivans almost 10 years later. Save-a-Lot was the most recent grocery
store, soon replaced by Bradley University Teacher Education. According to the members of West Bluff
Council, it has been a constant difficulty for small grocers to find success in the areas surrounding
Bradley’s campus. There is a lack of support from the community. A grocery store cannot survive off the
purchase of Bradley students alone. The competitive prices of Walmart and big name grocers have
forced local stores out of business over time.
These failures, both on and off campus, highlight the need for an alternative approach. A shuttle service
could be developed, to transport students to an existing grocery store further from campus. In order to
gauge student interest, I conducted a survey using Qualtrics Survey Software. 747 Bradley students
participated in the Qualtrics survey entitled Shuttle Survey. It was distributed electronically, via personal
emails and the Hilltop Happenings service. Of the 747 students who participated in the survey, 735
students answered all 6 questions.
Question 1:
If Bradley had a shuttle bus to take students to local destinations, would you use it?
Figure A shows the responses (out of 742) to Question 1. Students were overwhelmingly in favor of a
Bradley shuttle service to grocery stores and local destinations. 661 students, or 89% of students
surveyed, said they would use this bus if it were developed.
Figure A
Question 2:
If yes, how often would you use the shuttle?
Figure B shows how often students would utilize the service, in reply to the second question of the
survey. Of 704 responses, 299 students claimed they would use the shuttle once a week (42%). 297
students said they would use it 2-3 times a month (42%).
1.
2.
3.
Figure B
Question 3:
When would you be most likely to use this service?
Figure C shows when students would have available time to use the shuttle. Of 710 responses, 311
students (44%) selected Saturdays from 1-4pm. 74% of students are interested in a weekend
transportation option, as oppose to weekday trips.
Figure C
Question 4:
If the shuttle were to go to a grocery store, which would you prefer?
Figure D shows the student response for question 4. Students were given a list of grocery stores that
provide a greater selection and more reasonably priced goods. 463 students (64%) preferred Walmart
for purchasing groceries.
Figure D
Figure D
Question 5:
Besides a grocery store, are there other locations you would like to see a Bradley
shuttle go? (Open-ended response)
The top three suggestions from students were Northwood’s Mall, Grand Prairie Mall, and Target.
Additionally, students requested transportation to Landmark Recreation Center for bowling and movies.
Question 6:
If there were to be a minimal fee for the shuttle ($1 for example) would you still use
this service? (Open-ended response)
The majority of students were willing to pay a minimal fee to keep the shuttle service running. This
question remained open-ended, so that information could be gathered on how students felt about being
charged. Many students mentioned the appeal of paying with Quickcash. In addition, several students
suggested that a shuttle pass or punch card be created.
The following responses were selected to represent a variety of student opinions:
“Yes. It's the same as a city bus, but more convenient and less shady.”
“If it was only a $1 yes, but it would be cool if there was like a punch card method or some sort
of way, so you could get a deal maybe.”
“Yes, although I would prefer it be free considering the amount we pay for tuition, and other
that have shuttle services do not have to pay for it.”
schools
“I would rather buy a bus card for a semester (around $20 or so).”
“If it was only 1 dollar and the bus what just for bradley students.”
“Yes. Although the CityLink charges $1 as well. What's the positive of using this shuttle? It
be free, like during the Welcome Week activities.”
should
“NO. A majority of other universities have their shuttles for free.”
“As long as it didn't make any other stops.”
“Yes, but it should allowed to charged for the BU ID card. Therefore, students don't have to be
scrambling at the last minute for change to get onto the bus.”
“No - Bradley took over Save a Lot, the only grocery option for people without a car - the school needs
to provide a way to access grocery stores without charging us to get there.”
“Yes, but there should not be a charge. Not allowing freshman to have cars is the charge.”
Analysis of Survey Results
Student responses show an interest in Bradley University providing a form of transportation to nearby
grocery stores. In addition, the survey results show preferences in the time and destination for such a
service. The open-ended questions indicate a resentment that students have about their current
situation.
Some students feel entitled to a free shuttle, as compensation for losing Save-a-Lot. It is only
speculation that Bradley University forced Save-a-Lot out of its previous location in Campustown. Savea-Lot chose not to re-sign, for an unknown reason, and the space was left vacant. Some students
wrongfully place the blame on Bradley for losing our closest grocery store. Regardless of the cause,
actions must be taken by the university to make up for this loss.
Students made mention of “other universities” that are proving the same service to students for free.
Many of those who opposed a fee felt that it is the duty of this university to provide grocery options to
all students. Students without a car are limited to what is available on campus. It is clear from the survey
results that students would prefer to shop elsewhere, but are not being provided with the opportunity
to do so.
Concerns were raised about the safety and convenience of CityLink buses. Developing a shuttle for
Bradley students only would eliminate most safety concerns. Some students perceive public
transportation to be a “shady” option. They feel unsafe or uncomfortable when riding CityLink services.
On a Bradley shuttle, students would ride to their destination amongst familiar faces. Student responses
show a preference for a personal Bradley shuttle, so long as the rates are comparable to CityLink.
Students were most willing to use a Bradley shuttle if it could provide one direct route to their
destination. A more convenient alternative to the CityLink bus is necessary. Having one destination
would cut down travel time and make students more inclined to use this form of transportation.
Proposed Solution
Summary
Bradley University should develop a transportation service that takes students to a full-scale grocery
store. The service could use Bradley vehicles to shuttle students from the Student Center to the
Walmart Supercenter in East Peoria. In order to board the shuttle, students would show their Bradley ID
as verification of enrollment. The Peoria community would be prohibited from using this shuttle.
Vehicles
This solution would give students a safe, direct route from Bradley’s campus to the Walmart
Supercenter in East Peoria. Initially, the shuttle would operate from 1-4pm on Saturdays. In the Qualtrics
survey, 311 students (44%) selected this time and day. This was the most popular option and therefore
should be implemented first. Bradley University has access to 12-seat vans. During the trail stage of this
service, Bradley could use these smaller vans to shuttle students. If interest grows, Bradley will need to
consider larger vehicles. For example, Coach buses were used by the university in past years to take
students to Walmart during Welcome Week. These large buses have also been used to shuttle students
to the Peoria Civic Center for games and performances before the Renaissance Coliseum was built.
Shuttle Schedule
The shuttle schedule would allow for pick-ups and drop-offs every half hour. Departing at 1pm on
Saturday, students would take the shuttle to Walmart. After those students were dropped off at the
store, the bus could return to Bradley and pick up another group of students. A schedule with specific
pick-up and drop-off times should be available to students:
Pick-up times (from Student Center):
Drop-off times ( toWalmart Supercenter):
1:00pm
1:15pm
1:30pm
1:45pm
2:00pm
2:15pm
2:30pm
2:45pm
3:00pm
3:15pm (Final departure: 4:00pm)
When students are picked up at the Student Center, they should be given a phone number for the
shuttle driver. If students get left behind after the final departure from Walmart or need to check on the
whereabouts of a late shuttle, they can call the driver for more information.
Walmart Supercenter,
Allen Road
Walmart Supercenter,
East
Peoria
Bradley
University
Destination
THE WALMART SUPERCENTER IN EAST PEORIA
IS A CLOSE AND CONVENIENT SHOPPING DESTINATION.
THERE IS AN
EXTENSIVE PRODUCE DEPARTMENT, BAKERY, AND FULL GROCERY
STORE WITHIN.
STUDENTS WOULD ALSO HAVE ACCESS TO THE
PHARMACY, VISION CENTER, SALON, OR PORTRAIT STUDIO. IN
ADDITION, ELECTRONICS, CLOTHES, OFFICE SUPPLIES, AND OTHER
PERSONAL CARE ITEMS ARE AVAILABLE.
CITYLINK PROVIDES A UNIVERSITY ROUTE, WHICH TRAVELS FROM
THE CORNER OF UNIVERSITY & MAIN TO THE WALMART
SUPERCENTER ON ALLEN ROAD. BOTH WALMART LOCATIONS ON
Bradley University
THE MAP OFFER THE SAME SERVICES AND PRODUCTS.
THE BLUE LINE THAT LINKS “A” TO “B” ON THE MAP REPRESENTS THE INTENDED ROUTE FOR
BRADLEY’S SHUTTLE SERVICE. AS THE MAP SHOWS, ALLEN ROAD IS MUCH FURTHER THAN THE EAST PEORIA LOCATION. CITYLINK APPROXIMATES
THE TRAVEL TIME AS 30 MINUTES TO GET FROM BRADLEY UNIVERSITY TO THE ALLEN ROAD WALMART. STUDENTS SHOULD NOT BE MAKING AN
HOUR-LONG COMMUTE (ROUND TRIP) WHEN THE SAME SERVICES ARE AVAILABLE 10 MINUTES FROM CAMPUS IN EAST PEORIA.
Effect
Students without cars must carpool or take CityLink buses in order to meet their needs. This is an
inconvenience to many Bradley students. Students have very different schedules depending on their
courses, work, and involvement on campus. Students should not be expected to rely on each other for
rides to the grocery store. In addition, they should not have to limit themselves to on-campus options
out of desperation. As the map above shows, the CityLink service offers the transportation students
need, but not the convenience. This is an impractical solution to the problem that students are facing.
Bradley University can address these student concerns by developing their own shuttle service. This fast,
safe, and affordable alternative to CityLink is best for students.
This service can also become a selling point for prospective students. Parents will no longer have to
worry about the safety of their children on public transportation. On tours, Bradley University can
proudly market their shuttle service. This will link students to the groceries they need at a price they can
afford. For students living in St. James, SAC, and off-campus housing, it will be easier to make use of
their personal kitchens. Rather than rely on the limited selection available in Center Court and Outtakes,
students can venture to Walmart without the hassle of arranging a ride. This solution provides students
with the independent transportation they deserve and the groceries that they need.
Feasibility of the Shuttle
Parent and Student Support
A shuttle service would give students access to the groceries that Bradley University has been unable to
provide on campus. Transportation to Walmart is more feasible than creating a store with comparable
price and variety. Bradley has tried in the past to address these student needs and the small markets
have failed. With no space available to build an off-campus grocery store and little proof that the
community could support one, it has become necessary to implement a new plan.
Students are willing to pay for this shuttle service, which would offset the cost to Bradley. As the survey
has shown, students would prefer one payment be made ahead of time. If the university were to make a
punch card system, students would be more inclined to use the service. Allowing students to purchase
such passes ahead of time using Quickcash would lead to greater sales. The punch card system could
offer 30 rides for 20 dollars, which would encourage students to sign up. Otherwise, Bradley could offer
a pay-as-you-go plan. Students would show their Bradley ID in order to board the bus. Without a pass,
the cost for students would be $1 each way.
These payment options could be publicized during Orientation, in order to spark parent interest and
support. The shuttle service has many features that would appeal to parents. Students are able to meet
their needs without a car on campus. Insurance rates increase when students take their cars to college.
Parents are looking to avoid the costs of gas and a parking permit as well. Paying a $20 fee for 15 rides
(round trip) to Walmart is a much more reasonable expense. Students may want a car for entertainment
or leisure activities. Those needs are already met with a variety of performances, movies, and activities
on campus. However, Bradley University still lacks a grocery store. This shuttle would give all students
equal opportunities, whether they have access to a car or not. The safe and personalized nature of this
service will appeal to parents as well.
Use of Existing Resources
Employing a student as the shuttle driver would make this plan more feasible as well. If a student
qualified for the Federal Work-Study Program, they could be considered for the position. In order to
become certified as the driver, students would need to take a driving test and written test. It is
important that passenger safety be ensured. The shuttle will run from 1-4pm on Saturdays. This requires
very little university spending, because the shift lasts only three hours per week.
The 12 passenger vans that would be used are already owned by Bradley. The greatest cost for this
shuttle service would come from fueling the vehicles. Shuttling students back and forth can require a
significant amount of gasoline. However, the East Peoria Walmart location is only 10 minutes from
campus. If students begin using the shuttle service with greater frequency, Bradley may need to switch
from 12 passenger vans to Coach buses. In this case, prices will increase. The fuel and rental cost far
exceed the 12 passenger vans. It is important to note that this service would only run 3 hours each
week. This small window of time would provide an incredible service to students. The benefit far
exceeds the cost to Bradley University.