Policy 2-M: The City of Medford shall undertake efforts to contribute to a reduction in the regional per capita parking supply to prom ote the use of altern atives to the single occupancy motor vehicle. Implementation 2-M(1): Every five y ears, estim ate the parking supply in areas designated for commercial, industrial, and institutional uses by the Medford Comprehensive Plan in order to monitor progress toward m eeting the goal of reducing parking supply per capita by ten percent over the 20-y ear planning period. Implementation 2-M(2): Allow non-residential developm ent to satisfy off-street parking requirem ents through preparation and im plem entation of a trip reduction plan to increase the use of alternative m odes of transportation by employees and custom ers. Implementation 2-M(3): Assure that m ajor facilities with a high parking dem and m eet the demand through a combination of shared, leased, and new off-street parking facilities, access by transit, and encourage designs that reduce parking need. Implementation 2-M(4): Encourage em ployers to charge for em ployee parking. Public Transportation System GOAL 3: To facilitate the increased use of pu blic transportation in the Medford planning area, as the adequacy of transit service is a measure of the quality of life in a community. Policy 3-A: The City of Medford shall undertake efforts to increase the percentage of total daily trips taken in the Medford planning area by transit, consistent with the targ et benchm arks in the “Alternative Measures” of the 2001-2023 Rogue Valley Regional Transportation Plan (RTP). Policy 3-B: The City of Medford shall support the provision of convenient and accessible transit service to, from , and within the Medford planning area, especia lly to higher density residential areas, employment centers, and m ajor com mercial areas. Implementation 3-B(1): Support efforts to im plem ent funding strategies that provide adequate, long-term , and stable revenue sources for the transit sy stem , including fares that balance the need for passenger revenues with the goal of m aximizing ridership. Implementation 3-B(2): Support efforts by the Rogue Valley Transportation District to develop and im plem ent a transit sy stem that effectively com bines components of radial, neighborhood, and circum ferential services, with a minimum of required transfers, to best serve the citizens of and visitors to Medford. Implementation 3-B(3): Support efforts by the Rogue Valley Transportation District to increase transit service, including increasing the frequency of service (shorter headway s), extending the hours of operation, expanding weekend service, and providing express transit service during peak travel periods. Implementation 3-B(4): Assure that land use planning activities prom ote transit service viability and accessibility , including locating m ixed residential-com mercial, m ultiple-fam ily residential, and employment land uses on or near (within ¼-m ile walking distance) transit corridors. Implementation 3-B(5): Provide transit-supportive street system , streetscape, land division, and site design and operation requirem ents th at prom ote efficient bus operations and pedestrian connectivity , convenience, and safety . Implementation 3-B(6): In conjunction with the Rogue Valley Transportation District, establish designs for and im plem ent effective and safe transit stops on Arterial and Collector streets. Implementation 3-B(7): Work with the Rogue Valley Transportation District to ensure that transit transfer stations and park-and-ride facilities are accessible by pedestrian, bicycle, transit, and m otor vehicle travel m odes, including provisions for secured bicycle parking, Medford Transportatio n System Plan 13-8 Plan Goals and Implementation

Transportation System Plan 2018-2038