SR-02-10-2015-8BBackground
On August 23 2011, Council reviewed and provided comments on the draft Bike Action
Plan, and directed that initiating a regionally- coordinated bikeshare system be included
as a high implementation priority. On November 22 2011, Council approved the Bike
Action Plan, directed staff to try to advance funding for a bikeshare system and
appropriated $50,000 to jump -start the project. On Se tp ember 24 2013, staff gave a
progress update to Council and explained some of the issues involved with station
siting, regional coordination and program funding, and an initial feasibility analysis. On
November 11 2014, Council authorized a contract for the procurement, installation and
operations of the bikeshare system, directed staff to pursue the development of a
system identify that is distinct from association with any corporate sponsor, incorporates
the color green for sustainability, includes the Metropolitan Transportation Authority
(Metro) logo, and provides some opportunities for local expression within a regional
system. Staff was directed to return to Council with a recommendation in order to
incorporate the identity into the manufacturing of the bikes and maintain the project
schedule.
Discussion
Bikeshare systems are identified as a group by their branding /identity elements that
clearly distinguish system bikes from other private bikes, but most systems select one of
three types of names: a name based on a specific geography, such as 'Bay Area
Bikeshare;" a name based on a particular sponsor, such as "Citibike;" or a name based
on a concept, such as "Divvy," "Bixi," or "Pronto." At the November 11, 2014 meeting,
Council directed staff to develop a concept in the third category — concept -based —
that would provide an opportunity for local expression within an identifiable regional
system. Council also directed staff to use the color green for the bikes and to
incorporate the Metro logo to associate with a larger regional system.
System Identity and Name Placement. The selected name will be used as a part of an
overall identity that encourages bikeshare use for active transportation and reflects
regional connections. In other bikeshare systems, people tend to use the system name
2
in creative ways, sometimes becoming a local verb for the act of using the bikeshare
system.
Westside ""'"' Sponsorship
A Cities
Metro '� System , �
Brand "'° "�-, Name � 1,ev�1
Sponsorship
The name will be featured on station components, in marketing materials and placed
prominently on each bicycle down tube. The website design and character will be based
on the name and will also feature maps and system information, transit connections,
and the City's role as system owner in promoting active transportation and clean air.
In regard to the overall location of bikeshare identity elements, staff is also
recommending that Council authorize sponsorship messaging on the triangular area
shown in the image above as an alternative to the wheel cover that Council previously
authorized for potential sponsorship use (shown above as the location for the Metro
brand). Baskets would continue to be offered for sponsorship placement as previously
approved. It is expected that sponsors will prefer the proposed triangular area to the
wheel cover due to its higher visibility. The location would also not interfere with system
identity elements that may be placed on the wheel cover.
Concept Development Process. To start the naming process, Phelps identified four
concept -based names and solicited feedback from staff and community partners. In
recognition of the desire for Santa Monica bikeshare to function, eventually, as part of a
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regional system, staff solicited feedback on the initial name concepts from Westside
Cities Council of Governments (CoG) staff representatives. Representatives
appreciated the value of a concept name that could work in all CoG cities or that could
support creation of an umbrella identity for a system that might eventually include all of
the Westside Cities CoG cities. Following this meeting, Phelps developed additional
system names for inclusion in an on -line survey. Survey participants were asked to rate
the level at which they found the names appealing (or not), and were asked to provide
additional comments and other name suggestions. Comments from the 460 responses
that were received are summarized in Attachment A.
The names that were surveyed and results as of publication were
Breeze Liked /loved: 77% Less favorable /didn't like: 23%
Breeze references Southern California's airy, bright coastal climate and lifestyle and
sums up the sensation of bike riding, conveying the ease of bike share transportation.
WeGo Liked /loved: 60% Less favorable /didn't like: 40%
Developed as a shortened version that incorporates "We" from the Westside concept to
both tie to the region and indicate that the bikeshare system helps you get up and go.
Westside Ride Liked /loved: 57% Less favorable /didn't like: 43%
Immediately identifies the bikes as a part of a regional, Westside transportation network.
Could also work as an umbrella name.
BLINK Liked /loved: 53% Less favorable /didn't like: 47%
bLINK stands for "bicycle link," linking people to their destinations, connecting
neighborhoods and the region, and emphasizing collaboration, convenience and fun.
MiGo Liked /loved: 36% Less favorable /didn't like: 64%
A quick way to say "I go" that also hints to the Spanish word "amigo." Indicates that the
bike share system is your friendly, reliable way to get around.
Based on how the proposed names resonated with the public, staff is recommending
the system name "Breeze." The name is light, easy to grasp and sets a good tone for
system users to enjoy their ride and get into the spirit of moving through Santa Monica.
V
Preparinq for a Future Regional "Umbrella" System. As discussed in previous staff
reports, Santa Monica's bikeshare system is funded by a Metro grant and is a first
phase of a regional bikeshare effort being developed in coordination with Metro and
multiple jurisdictions, including significant participation by the Westside Cities CoG.
These partners share the vision of one regionally integrated system that serves a public
transportation role and is seamless for the consumer; however, there is no guarantee
that other agencies will select the same name as Santa Monica. Accordingly, Phelps
has suggested that, if the system is expanded to include compatible bicycles deployed
under a different name, an umbrella name could be adopted that would communicate
that the systems are all coordinated as one consortium.
Staff's recommendation is that the Council approve the name "Westside Ride" for this
consortium, (also an option for the Santa Monica system on its own that generally
resonated with most participants), adding the name to the bikes and other system
elements at a future time should other jurisdictions join in to create it. Whether Council
chooses to approve a future Westside sub - regional identity, the immediate need is to
select a name for the emerging Santa Monica system.
Next Steps
Following Council selection of a name /identity, staff will seek official Metro authorization
for the use of its logo, and Phelps will develop the concept and prepare specifications
for coloring and marking the bikes and equipment. These will then be provided to the
manufacturer and will be incorporated into materials being developed to promote the
launch and support outreach efforts.
Alternatives
As an alternative to the actions recommended in the report, the Council may select a
different system identity name.
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Financial Impacts & Budget Actions
There is no immediate financial impact or budget action necessary as a result of the
recommended action.
Prepared by: Lucy Dyke, Senior Planner & Bicycle Coordinator, Elizabeth Bar-El,
AICP, Senior Planner; Francie Stefan, Strategic & Transportation Planning Manager
t).j &&AL,
David Martin, Director
Planning and Community Development
Attachments
Forwarded to Council:
�-\ �- P SIXL
Elaine Polacheck
Interim City Manager
A. Survey comments and additional suggested names
R
ATTACHMENT A:
Results from Santa Monica Bike Share - System Name Feedback Survey
Survey Participant Reactions to Proposed System Names
The on -line survey was posted for three weeks, concluding on January 19, 2015. 460 responses were
received. The results below grouped "Love It" and "Like It" answers together as positive; "Just okay" is
reflected as neutral; and "Not my favorite" is listed as negative.
Santa Monica Bike Share - System Name Feedback Surrey
How do you feel about the name Breeze for the Santa Monica Bike Share system?
Feedback
Positive
Neutral
Negative
f aU
23%
How do you feel about the name WeGo for the Santa Monica Bike Share system?
Feedback
Positive
Neutral
Negative
27%
31%
40%
How do you feel about the name Westside Ride for the Santa Monica Bike Share system?
Feedback
Positive
Neutral
Negative
29%
27%
43%
How do you feel about the name blink (pronounced "blink") for the Santa Monica Bike Share system?
Feedback
Positive
Neutral
Negative
19%
33%
47%
How do you feel about the name MiGo for the Santa Monica Bike Share system?
Feedback
Positive
Neutral
Negative
14%
22%
64%
Santa Monica Bike Share - System Name Feedback Survey:
Participant Demographic Data
Do you currently use public transportation?
Answer Options
Response Percent
Response Count
I ride the Metro Rail
5.9%
25
1 ride the bus (Metro,
BBB, Culver City,
others)
15.7%
67
I ride the Metro Rail
and the bus
23.4%
100
I do not use public
transportation regularly
55.0%
235
answered question
427
skipped question
33
35
30
Do you currently reside in Santa Monica or the LA Region?
Answer Options
Response Percent
Response Count
Santa Monica
41.9%
179
LA Region
51.8%
221
Don't reside in the area
6.3%
27
answered question
427
skipped question
33
Gender
Answer Options
Response Percent
Answer Options
Response Percent
Response Count
Male
55.1%
234
Female
41.6%
177
Prefer not to say
3.3%
14
75
answered question
425
63
skipped question
35
Age
Answer Options
Response Percent
Response Count
18 -25
13.4%
57
26 -30
21.1%
90
31 -39
21.1%
90
40 -49
17.6%
75
50 -59
14.8%
63
60 -69
7.0%
30
70+
1.2%
5
Prefer not to say
3.8%
16
Additional Name Suggestions from Bike Share System Name Feedback Survey Participants
1.
Bike It!
41.
Rip Off
78.
Road kill
2.
Bike to Explore
42.
Bike -Mo
79.
samoridego
3.
BeachBde
43.
SaMoGo
80.
SM Bike Share
4.
Peak
44.
BikNow
81.
SM CRUZE
5.
SMBS
45.
SaMoGo
82.
Santa Monica Bike
6.
Spin
46.
LA Go
Share
7.
The Wave, Green
47.
Pedal
83.
SMART Bike
Machine
48.
Spin
84.
Smeevy
8.
Amigo, Niko
49.
Westside Bike Ride
85.
Cycle Monica
9.
Smobike
50.
Vamos
86.
BeachBike
10.
Surf ride
51.
Wheeling Groovy
87.
SMCycle
11.
Surf Link
52.
SMART Bike (Santa
88.
samo bike
12.
Pedal Power
Monica Area
89.
Kudzoom!
13.
Link
Relaxing Transit)
90.
Coast or MoGo
14.
OurRide
53.
SMike
91.
little bbb (Bike, Bay,
15.
Santa Monica Bike
54.
SMEB (Santa Monica
Breeze)
Share
Electric Bike)
92.
Coast
16.
Santa Monicycle
55.
Smeevy (Santa
93.
The SaMo Swap
17.
veloshare
Monica Electric
94.
BayBikes
18.
Bikesnshit
Vehicle- SMEV)\
95.
Green on wheels
19.
Rideme
56.
Jaunt Bike
96.
The Big Blue Bike
20.
SaMoGo
57.
EV Rider
97.
SpinGreen
21.
uRide or uBike
58.
Peddle
98.
SM Breeze
22.
NO BIKESHARE IN
59.
Santa Monibike
99.
Two wheels
SANTA MONICA
60.
Cycle Monica
100.
Spoke
23.
LikeBike
61.
Beach Cruiser
101.
notonsidewalks
24.
GoSantaMo
62.
Bay Ride
102.
SM Pedal
25.
Stick with BREEZE
63.
Bay Bike
103.
BeachBikes
26.
Bike Santa Monica
64.
Coaster
104.
Big Blue Bike!
27.
LINK, cicLA, metro
65.
Santa Monica
105.
Wheelaway
bike share
Coaster
106.
BeachBike
28.
ByBike!
66.
Coastcycle
107.
Spokes for Folks
29.
Breeze!!
67.
Beachcycle
108.
Sarno share or
30.
SMbike
68.
CASM (Cycle Around
bikesamo
31.
Santa Monica bike
Santa Monica)
109.
velocipede divvy
share
69.
CASM Bike
110.
Wheels A Way
32.
Fly bye
70.
Bike -Ride
111.
SaMoGo
33.
Futuready (Future
71.
We Cycle
112.
SM Bike
Ready)
72.
Spin, Spin Cycle,
113.
PeddleFolly
34.
SaMo Bike Share
Metro Cycle
114.
Bike Wave
35.
Sharemonica
73.
Seaside Bikes or
115.
Waste Of My Taxes
36.
Shanta
Seaside Ride
116.
BikeSM
37.
CycleSM
74.
SMBikes
117.
Bay City Rollers
38.
Zephyr
75.
SaMoGO
118.
BikeShare
39.
WIZZper
76.
FastBike
119.
SMBike
40.
pick up bikes
77.
roadkill
120.
Spokespeople
0
121.
Beach Bike Share
122.
iBike
123.
nOObs new(2 bike
wheels)bike share
124.
Bay Wheelers
125.
Ride and Shine
126.
SMartRide
127.
Pedalshare
128.
Santo Bikeshare
129.
Cyclize
130.
Oceanside ride
131.
Cyclo
132.
Little SIGALERTS Bike
Share Program
133.
Bikehop, Cog,
Wecycle, Bspoke
134.
BeachBike
135.
GreenSpin
136.
Go Green
137.
BayCicli
138.
SanMonBike
139.
CarFree
140.
Pedals
141.
Green Bikes
142.
Binect
143.
Santa Monica cruise
144.
SaMo Bikeshare
145.
SaMoBi (Santa
Monica Bike)
146.
the Wave
147.
Idiot Ride
148.
Cruiser
149.
beach bike
150.
BikeThere
151.
Pedal Power
152.
SaMo -Cycle
153.
boric bike
154.
Sarno
155.
GoGo
156.
SaMoGo
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