SR-01-08-2008-1G~~+
~;tYof City Council Report
Santa Monica
City Council Meeting: January 8, 2008
Agenda Item: L` ~
To: Mayor and City Council
From: Stephanie Negriff, Director of Transit Services
Subject: Cancellation of Downtown Farmers' .Market Ride and Pico Farmers'
Market Ride
Recommended Action
Staff recommends that the City Council authorize Big Blue Bus to cancel the Downtown
Farmers' Market Ride and Pico Farmers' Market Ride services because of very low
ridership.
Executive Summary
Over one year after the implementation of these services on a demonstration basis,
ridership remains extremely low in spite of extensive promotions. On the Pico Farmer's
Market Ride the average is approximately 1.5 passengers per vehicle service hour. On
the Downtown Market Ride, the average is just over four passengers per vehicle service
hour. Other Mini Blue services perform markedly better with Crosstown Ride carrying 30
passengers per vehicle service hour and Sunset Ride carrying over 50 passengers per
vehicle service hour. The annual savings in operating costs of $87,000 will be redirected
to other Mini Blue services in the community.
Background
On November 25, 2006 Big Blue Bus implemented two shuttles on a demonstration
basis to connect the Saturday and Wednesday Downtown Farmers' Market and the
Saturday Pico Farmer's Market with adjacent residential neighborhoods. Council
approved incorporation of these services into the Mini"Blue community transit system on
July 24, 2007.
Discussion
The Farmers' Market Rides have been a useful experiment in the offering of a short
distance shuttle serving a specific event that draws visitors from a large area. It
demonstrated the challenge of attracting a significant number of riders from. a small
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service area where there are competing transit services and the possibility of reaching
the destination by walking.
The Downtown Farmers' Market will continue to be directly served by Big Blue Bus lines
2, 3, 4, 5 & 9. Much of what ridership there is can be attributed to passengers- waiting at
bus stops where segments of the route are shared by Lines 4 and 9. Line 7 will continue
to directly serve the Pico Farmers' Market.
Public Outreach
The services were extensively promoted throughout Santa Monica by direct mailing of a
route map and free pass to all SM residential addresses in June and September of
2007. One thousand shopping bags branded with Farmers' Market Ride maps were
distributed to vendors at both markets for their customers. Route maps, schedules and
free passes were distributed to the public at every "Twilight Dance Series" concert at the
Pier during the summer of 2007. Posters were prominently displayed in Santa Monica
Place Mall and on the exterior of Big Blue Buses. Promotional brochures- were
distributed at the Big Blue Bus Customer Service .Center, all Santa Monica public
libraries and public schools, and at three Convention Center and Visitors' Bureau
information centers. Advertisements were placed in the Santa Monica Daily Press,
Santa Monica Mirror, the Argonaut, UCLA Daily Bruin, Hoy and Saturday Night
Magazine. A notice was placed oh the Big Blue Bus web site homepage with service
details appearing on other web pages. A detailed press release was distributed to local
news media.
Financial Impacts & Budget Actions
Downtown Market Ride and Pico Market Ride require 844 annual vehicle service hours.
These resources will be redirected to other Big Blue Bus Mini Blue services to relieve
overcrowding.
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Prepared by:
Paul Casey, Senior Transit Programs Analyst
Approved:
~..
t hanie Negriff
Di~ ctor of Transit Services
Forwarded to Council:
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P. ont Ewell
City Manager
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