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CCS JM F ;CCS 4.D~N'.SHARE'.BEACff SHUTITE-DA VSR WPD JUN 2 It 1991
CIty Councll Meetmg June 24. 1997 Santa Momca. CA
TO :.\'fayor and CIty CouncIl
FROM CIty Staff
SUBJECT Recommendauon to Authonze the CllY ylanager to ExercIse OptiOn for AddmonaJ
Sernee Under the Contract \\'lth Dave TransponatIOn. lnc to ProvIde PIer/Beach
Shuttle SerVIce
Introduction
ThIS report requests that the Cay CouncIl authonze the CIty :.\1anager to exerCIse the optIOn for
addItIOnal serVice under the agreement \VIth Dave TransportatIOn. lne to proVlde PIer/Beach shuttle
sen'Ice at a cost of $3 7 63 per hour
Background
At Its September 10. 1996 meetmg. the CIty CouncIl approved a contract WIth Dave TransportatIOn.
Inc to provide TIde Shuttle SerVice and ParatransIt Sernce lU coordmatIon WIth \VISE Seruor
SerVIces The term of the agreement extends to December 31. 1999 The agreement mcludes an
optlon for the CIty to Implement additIOnal shuttle routes
Discussion
A summary of a PIer/Beach Access Study. \yhIch analyzed cHculatlon and parkmg Issues around
the ocean front and PIer dunng penods of peak usage and specIal events. \vas transll11tted to the CIty
CouncIl last month The report recommended the follO\vmg short-term measures for
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JUN 2 It 1997
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Implementatlon tlus summer
0 DesIgn and Implement an Improved duectlOnal sIgnage program to avaIlable parkmg
that lllcludes changeable event message sIgns
0 Develop a marketlllg campaIgn to promote the use of the south beach lot and the
shuttle program
0 Implement a parkIng lot shuttle program from the under-utIlIzed south beach lot to
the PIer
The duectlOnal sIgnage has been Installed and a marketIng program to promote the PIer/Beach
shuttle was successfully kIcked off for the Memonal Day "veekend In order to expedItIously
Implement the pIlot shuttle program. the Cny entered mto a purchase order agreement .nth Dave
Transportatlon.luc to provIde the PIer/Beach Shuttle from the 2030 Barnard Way beach lot to the
1640 AppIan Way lot across from the Santa ~Iomca PIer The shuttle has been In operatIOn on
Fnday mghts, Saturday. Sunday_ and holIdays SInce the end of ApnL begmmng WIth the Cuque du
Solell spnng run The shuttle was consIstently used dunng the ClIque du SoleIl penod and over the
~.lemonal Day .veekend _nth ndershlp averaglllg 27 passengers per hour! an average of 1500
passengers per weekend As antIcIpated. ndershIP has tapered off dunng June, \vnh an average of
8 passengers per hour on Saturdays and 15 passengers per hour on Sundays
T".'o shuttle .vehlcles operate m a contmuous loop from 6 pm to mlClmght on Fndays. noon to
ffildmght on Saturday and noon to lOp m on Sunday SerVIce WIll be added on Thursday evenIngs
from 6 pm to mldmght .vhen the PIer T."1lIght Concerts begIn on Thursday. July 3 The shuttle IS
scheduled to operate through September 7. 1997 The PIer/Beach Shuttle IS free As an InCentIve
for VisItors to park III the 2030 lot and use the shuttle. a $2 rebate off the 57 summer beach parkIng
rate IS gIven to shuttle nders dunng the day on Saturday and Sunday A flat rate of 53 IS III effect
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at the 2030 lot after 6 p ill Thursday through Sunday
A recommendatIon regardmg the resumptIOn of serVice next spnng WIll be made followmg an
evaluatIOn of the success of thIS pIlot program and ItS effectIveness In addressmg parkmg and traffic
issues around the PIer and oceanfront Tills analysIs WIll also evaluate the long-term method of
operatIOn \vlth respect to contractmg for the servIce versus the CIty provldmg the serVIce Recent
analysIs mdlcates that the operatmg cost for comparable serVice by the CIty for the Pler/Beach
shuttle \vould be 46% hIgher and reqUIre sIgmficant capnal mvestment for two vehIcles and serVIce
back-up
Budl!et/Financial Imnact
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The proposed FY 1997/98 budget mcludes funds m the amount of $26.152 m account number
11-400-522-00000-5501-00000 for the operatlOn of the PleriBeach Shuttle for thIS summer
Addmonal revenues m the amount of 544.400 have been mduded m Beach Parkmg revenue account
number 11-400-501-00000-0126-10000 m antICIpatIOn of a net mcrease m the number of cars
parkmg m the beach lots ThIS mcrease IS expected to come tram VISItorS who \vlll be dlfected to
the 2030 lot as an alternatIve to facmg "lot full" SIgns at the PIer and the 1550 lot north ofthe PIer.
and tram extended hours at the 2030 and 1640 lots dunng the evemng shuttle operatIOn The
addltlOnal revenues 'WIll offset the costs of shuttle operatIOn as well as the addmonal costs of secunty
m the 2030 lot. parkmg attendant staffing. and promotIOn
Recommendation
Staff recommends that the CIty COlll1cIl authonze the CIty Manager to exerCIse the optIOn for
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addItlonal sernce under the agreement YVlth Dave TransportatIon. Inc to proVide PIer/Beach shuttle
serVIce at a cost of S3 7 63 per hour
Prepared by Barbara Stmchfield, Actmg DIrector
JudIth MeIster. Beach ylanager
Department of Commumty and Cultural ServIces
John Catoe. DIrector of Transportatlon
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