SR 11-01-2016 3D
Ci ty Council
Report
City Council Meeting : November 1 , 2016
Agenda Item: 3.D
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To: Mayor and City Council
From: David Martin, Director, Planning and Community Development , Strategic &
Transportation Planning
Subject: Safe Routes to School Program Encouragement & Education Contract Award
Recommended Action
Staff recommends that the City Council:
1. Award RFP #88 to Alta Planning + Design, Inc., a Los Angeles based company
for grant -funded Safe Routes to School Prog ram Encouragement and Education;
and
2. Authorize the City Manager to negotiate and execute an agreement with Alta
Planning + Design, Inc. in an amount not to exceed $450,000 over a 2 -year
period, with future year funding contingent on Council budget approval .
Executive Summary
The City of Santa Monica aims to expand the reach of the Safe Routes to School
(SRTS) program by provi ding a series of encouragement and education activities to five
elementary schools: John Muir Elementary School, Santa Monica Alternative
Schoolhouse (SMASH), Franklin Elementary School, McKinley Elementary School, and
Edison Language Academy. These schoo ls were not included in the City’s initial 2012 -
2013 SRTS Pilot program. Encouragement and Education programs catalyze desired
outcomes around walking and biking behavior, and complement physical changes in the
public right -of -way.
This project is design ed to provide “shelf ready” products and tools that can be easily
used to educate students and inform parents about walking and biking to school. It will
continue successful encouragement programs like Kidical Mass and Bike It! Walk It!,
and complete walk ing and biking assessments at each school campus. Efforts include
strengthening the relationship with student families to help ensure program
sustainability. This project is funded by the State of California Active Transportation
Program (ATP) and would t ake place over the course of the 2016 -17 and 2017 -18
school years. Grant funds in the amount of $450,000 will pay for consultant services
and select incentives, and project management will be provided by City staff. The
recommended team of Alta Planning + Design, Inc. will be required to meet the grant
requirements and provide minimum services consistent with the ATP funding agreement
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with Caltrans.
Background
In July 2005, Congress passed federal legislation that established a National Safe
Routes to Sch ool (SRTS) Program to address the lack of walking and biking to school.
At its core, the SRTS Program empowers communities to make walking and bicycling to
school a safe and routine activity. Safe Routes to School includes a wide variety of
programs and pr ojects, from building safer street crossings to establishing programs
that encourage children and their parents to walk and bicycle safely to school.
Locally, students, parents and school administrators have expressed support for
increased bicycling and wa lking to Santa Monica -Malibu Unified School District (District)
schools. The Santa Monica High School Solar Alliance first initiated Bike It! Walk It!
Day in 2007.
The City has received over $2.1 million in Safe Routes to School (SRTS) grants. The
majori ty of the grant funds ($1.3 million) pay for infrastructure. In addition to grant funds,
the City has appropriated approximately $140,000 in G eneral F unds to support the
SRTS program.
In July 2012 (Attachment A), the City successfully obtained two operati ng grants totaling
$328,000 to fund a comprehensive Safe Routes to School (SRTS) Phase I Pilot
program . With the support of the Santa Monica -Malibu Unified School District
(SMMUSD), the g rant -funded Phase I pilot program focused on two elementary schools
(Will Rogers Learning Community and Roosevelt Elementary School) and two middle
schools (John Adams Middle School and Lincoln Middle School). The program
concluded in September 2013.
On July 28, 2015 (Attachment B), the City accepted a grant awarded in the amount of
$450,000 to build upon the growth and success of the SRTS program by creating tools
that can be easily used by future stakeholders , as well as provide a series of education
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and encouragement activities at five elementary schools which were not in cluded in the
City’s initial Pilot program.
Discussion
Over the course of expanding and refining the Safe Routes to School program, the City
has developed a network of partners among the District, schools and Parent -Teacher
Association that help to facilit ate the implementation of SRTS. Events like Bike It! Walk
It!, Kidical Mass, bike skills and safety trainings, and the Family Bike Hub have become
core parts of the annual offerings after having been tested and found to be highly
successful. Many of thes e elements were tested during the 2012 -13 SRTS Pilot
Program. This project will build on the success and lessons learned throughout the
program and move the Safe Routes to School program towards an even greater level of
sustainability. Another major comp onent will be conducting targeting education
activities at t hose Elementary schools not included in Phase I (aka the Pilot) which are;
McKinley, Grant, Muir, S.M.A.S.H., and Franklin. Walk audits will also be completed at
each of these schools to ensure al l school sites in SMMUSD have a plan to improve
conditions for children who walk, bike, skate, to school.
This project seeks to further facilitate change in behavior among school children and
their parents to increase walking and biking to school, an obje ctive of the City’s Land
Use and Circulation Element (LUCE), Bike Action Plan (BAP), and Pedestrian Action
Plan. While momentum of the program has sustained over the years, additional
r esources are needed to focus on the schools not included in the pilot, have evaluation
data for 100% of SMMUSD schools, and to establish institutional responsibilities . This
will further raise awareness of the benefits of active transportation to school and
continue building support to solidify SRTS stakeholder partnerships.
The Project is intended to enhance safety through education, training and
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encouragement and does not involve the construction of infrastructure improvements.
Bicycle and street safety training will be provided to schoolchildren, at the previously
menti oned five targeted schools and other community events . All planned activities
coincide with the parameters of Caltrans’ Active Transportation Program funding.
Vendor/Consultant Selection
On September 19, 2016, the City issued a Request for Proposals (RFP) for Safe Routes
to School Program Encouragement and Education. The RFP was posted on the City's
on -line bidding site, and notices were advertised in accordance with City Charter and
Municipal Code provisions. 308 vendors were notified , 20 vendors download ed the
RFP. 3 firms responded. (Alta Planning + Design, Nelson Nygaard, and Walk ‘N
Rollers ). Responses to the RFP were reviewed by a selection panel of staff from
Mobility and Community Cultural Affairs. Evaluation was based on the following
selection c riteria: experience, stakeholder engagement/outreach strategy, ability to meet
work plan/timelines, quality control, cost of services/cost control, references, and
creativity/flexibility. Based on the criteria, Alta Planning + Design, Inc. is the best
qual ified firm .
Alta Planning + Design offers over 20 years of experience as a firm leading Safe Routes
to School Projects. They were the lead consultant for Southern California based Safe
Routes to School projects such as: Los Angeles, Pasadena, Pico Rivera, Santa Clarita
and doz ens of other educational and encouragement program efforts targeted at
elementary school students. Particularly this firm’s familiarity with Santa Monica,
experience of a consolidated project team, and thorough/ refined nature of pro posal
makes Alta the apparent choice.
Next Steps
Following execution of the agreement with Alta Planning + Design, Inc. the consultant
will prepare a plan of action and schedule for implementing educational and
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encouragement activities for the 2 016 -17 and 2017 -18 school years.
Financial Impacts and Budget Actions
The contract to be awarded to Alta Planning + Design, Inc. is for an amount not to
exceed $450,000. Funds are available in the FY 2016 -17 budget in the Planning and
Community Development Departme nt. The contract will be charged to acco unt
20267.570410 . Future year funding is contingent on Council budget approval.
Prepared By: Cory Keen, Transportation Management Specialist
Approved
Forwarded to Council
Attachments:
A. Grant -funded School -based Bike and Ped Training
B. Modification to cont. Implementati on to SRTS program
C. Recommendation for 0.5 FTE Coordinator and On -going Support funds
D. Alta Proposal Santa Monica SRTS Program
E. Acceptance of Caltrans ATP Grant
PROPOSAL FOR THE CITY OF SANTA MONICA:
SAFE ROUTES TO SCHOOL PROGRAM
EXPANSION
October 7, 2016
PREPARED BY:
Alta Planning + Design
IN ASSOCIATION WITH:
Santa Monica Spoke
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TABLE OF CONTENTS
Letter of Transmittal . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .1
Qualifications . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .5
Key Personnel . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .21
References . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .35
Project Work Plan . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .39
Cost Proposal . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .[separately sealed]
Appendix: Additional Forms . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .57
Successful “Walk to School Day” for the City of Los Angeles .
Printed on 100% post-consumer recycled
paper manufactured with wind power.
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transportation | recreation | innovation
Cory Keen, Safe Routes to School Coordinator
City of Santa Monica, Mobility Division
1685 Main Street #115
Santa Monica, CA 90401
Re: Proposal for the City of Santa Monica Safe Routes to School Program Expansion
Dear Mr . Keen and Members of the Selection Committee:
Alta Planning + Design (Alta) is pleased to submit this proposal for the City of Santa Monica Safe
Routes to School Program Expansion . Santa Monica is building on a strong foundation of prior school-
based engineering, enforcement, education, and encouragement efforts, including a successful Pilot
SRTS Program, and we applaud the City for taking this next step in expanding the reach of SRTS in
Santa Monica and developing a sustainable program for the future .
Alta is the premier firm in the planning, management, and implementation of comprehensive 5 E’s
SRTS programs . Alta has managed dozens of multi-year, citywide, and countywide SRTS projects and
programs in California involving engineering, education, encouragement, enforcement, and evalua -
tion, and we will draw on our experiences and lessons learned to expand the existing SRTS program
beyond the pilot into an effective, successful, and sustainable program reaching many more students .
Alta’s Project Manager Kendra Bridges has over 8 years of experience managing multiple collaborative
projects, is a SRTS National Course Instructor, and former team lead of the California SRTS Technical
Assistance Resource Center . As Principal-in-Charge for this project, I bring oversight experience with
dozens of SRTS projects throughout the country, including the Santa Monica SRTS Pilot Program .
We build local capacity as part of our SRTS efforts and see engagement with the City SRTS Coordinator,
school staff, and communities as paramount to the successful expansion of this program . We have
detailed in the scope of work how we will engage the SRTS Coordinator and other City staff in key
tasks to build capacity . In addition, we have teamed with Santa Monica Spoke (SM Spoke), a local non-
profit whose mission is making Santa Monica a safer place to bicycle, to lead much of the education
and encouragement work, and assist with the family dynamics work for the project . SM Spoke has
deep roots in Santa Monica and within local school communities, including recent extensive work with
McKinley and Grant Elementary Schools . Alta has worked on bike and pedestrian projects throughout
Los Angeles County and southern California, as detailed in the proposal . We bring the unique expe -
rience of leading the Santa Monica SRTS Pilot Program, and will draw on the lessons learned, rela -
tionships built, and programs launched during that project to this program expansion . The strong
relationships and solid understanding of background issues in Santa Monica mean can hit the ground
running to mobilize and implement the program expansion .
There is no other firm in California with Alta’s experience managing Caltrans-funded SRTS programs
that involve large numbers of schools, partnerships with local non-profit and community organiza -
tions, and comprehensive 5 E’s from engineering recommendations to in-class education to program
evaluation . Currently, Alta is managing the Alameda County SR2S program in the Bay Area for the fifth
year, which is one of the nation’s largest programs, delivering comprehensive in-school programming
at 180 schools including 12 high schools, with a team of community-based partners . Other multi-school
5 E’s projects we have worked on in Southern California include programs for Chula Vista, Pico Rivera,
Santa Clarita, Claremont, and LA County . While these efforts have spanned very diverse communities,
all have the common element of Alta building strong community and school partnerships in order to
implement successful programming .
October 7, 2016
617 W . 7th Street, Suite 505
Los Angeles, CA 90017
(213) 489-7443
www .altaplanning .com
LETTER OF TRANSMITTAL
Our team brings a number of unique qualifications to the Santa Monica SRTS Program Expansion:
Ū Experience with Caltrans Active Transportation Program (ATP) and SRTS Grants. Many of Alta’s
SRTS projects have been funded by Caltrans grants, and we understand the unique requirements of
these grants, including required evaluation, reporting, limitations on reimbursable items like incen -
tives, and providing airtight invoice backup . Alta’s team offers the best combination of an experi -
enced prime consultant, teamed up with community- based implementers with strong local ties .
Ū Understanding Relationships. Successful SRTS programs are all about relationships . Without strong
relationships with the schools and school districts, it is nearly impossible to gain the access and
attention necessary to meaningfully implement SRTS program activities . Our teaming partner SM
Spoke brings local relationships and knowledge to supplement Alta’s deep SRTS expertise .
Ū Local Engineering Expertise. Our team includes a civil engineer with experience specific to SRTS
efforts . He will deliver specific recommendations for engineering strategies to increase safety of
walking and bicycling, such as reconfiguring public right-of-way to provide safe travel space for all
road users .
Ū Targeted Outreach. Our multi-lingual staff will offer culturally appropriate outreach that directly
reaches families . In our work with hundreds of schools, we identified effective ways to connect with
parents and teachers, ranging from PTA meetings, attending “coffee with the principal” meetings, or
simply being available in front of schools during drop-off times, to engage interested parents .
Ū Graphics, Marketing, and Media. Alta has an in-house team of graphic design professionals who
develop media campaigns, branding, incentives, and marketing collateral for walking and biking
safety and encouragement programs . We will draw on this expertise to develop and implement a
focused and impactful campaign for Santa Monica .
Ū Certified SRTS and Bike Safety Instructors. The Project Manager, Kendra Bridges, is a National
Safe Routes to Schools Instructor, and our staff includes numerous League of American Bicyclists
League-Certified Instructors (LCI) who have been trained in leading effective bicycle safety training
courses . Our teaming partner SM Spoke also has multilingual LCIs on call who will staff education
activities .
Ū Evaluation Experience. Evaluation is an ongoing and integral part of our program management – a
way to track progress in meeting mode shift goals, demonstrate program effectiveness to funders,
and assess the ongoing programming and participation . Alta has a robust and efficient system for
data collection and tracking SRTS program activities, and we have prepared detailed post-program
evaluation reports for many of our programs . Alta also led the evaluation of the entire nine-county
Bay Area SRTS program, analyzing over 20,000 parent surveys and student data covering over
1,000,000 trips .
Ū Eye Toward Sustainability. The true measure of a successful grant-funded SRTS program is if the
program continues after the initial funding runs out . We have structured our approach to build local
capacity, working closely with the City SRTS Coordinator and providing training and a resource
framework so that events and activities can sustain into the future using local staff and volunteers .
The Alta team offers resources, experience, and deliverables that are unparalleled in SRTS and the
bicycle and pedestrian field, and we look forward to the opportunity to work with the City of Santa
Monica in implementing a successful SRTS Program Expansion . Feel free to contact me at (503)
200-3272 or jessicaroberts@altaplanning .com to further discuss our proposal .
Alta Planning + Design, Inc. acknowledges receipt of all amendments to this RFP.
Sincerely,
Jessica Roberts, Principal
Alta Planning + Design
Brett Hondorp, AICP
Principal Authorized to Contractually Obligate and Negotiate
the Contract on Behalf of Alta Planning + Design
bhondorp@altaplanning .com
(510) 788-6871
“Destination Downtown gave me a sense of the impact in my choice to walk or
bike, encouraging me to do it on days when the weather might tempt me to
drive .”
- PARTICIPANT, DESTINATION DOWNTOWN PROGRAM LED BY ALTA PLANNING + DESIGN,
VANCOUVER, WA
QUALIFICATIONS
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5
Safe Routes to School Program Expansion | Alta Planning + Design
SCHOOL AND PUBLIC OUTREACH FOR
MULTI-LINGUAL COMMUNITIES
We understand the unique needs of multi-lingual
communities . Our outreach process is inclusive,
interactive, and productive, and our staff can
provide translation and interpretation to make
sure that all members of the community have a
voice . Alta’s professionals are experts at listening
to the public, conveying technical issues in a
clear manner, and explaining trade-offs . Alta has
worked on innovative SRTS programs for multi-
lingual and underserved communities as varied
as Oakland, the City Heights neighborhood of
San Diego, East Palo Alto, and South Los Angeles .
ENCOURAGEMENT AND EDUCATION
PROGRAMS
Alta has a specially trained team available for
school education, encouragement, and evalua -
tion programs . From developing school curric -
ulum and implementing pedestrian and bicycle
education, to reaching thousands of families
through International Walk to School Day events,
to evaluating the reach and effectiveness of
school education and encouragement programs,
our work creates community excitement around
active, healthy youth transportation .
As parents and as leaders in
the nation’s growing awareness
of the benefits of walking and
bicycling, Alta is proud to be at
the forefront of the Safe Routes to
School movement.
Alta’s SRTS services offer a uniquely complete
package . In addition to comprehensive planning
services and outstanding infrastructure improve -
ments, we have a specially trained team available
for “the other four Es”: Education, Encouragement,
Enforcement, and Evaluation . From imple -
menting in-school pedestrian and bicycle educa -
tion programs to reaching thousands of families
through International Walk to School Day events,
our work creates community excitement around
active, healthy youth transportation .
ALTA PLANNING +
DESIGN
Alta’s mission is to create active
communities.
SAFE ROUTES TO SCHOOL EXPERTISE
Alta offers over 20 years of experience as a
firm leading SRTS projects . Our experience
ranges from managing citywide encouragement
programs, to conducting school walking audits
and recommending engineering improvements,
to conducting surveys and mode shift analysis .
Our Southern California projects include SRTS
projects for Santa Monica, Los Angeles, Pasadena,
Pico Rivera, Rialto, Santa Clarita, and dozens of
other school and traffic safety efforts .
WALKING AND BICYCLING AUDITS
Alta has extensive experience leading school
walking and bicycling audits in support of SRTS
programs . During an audit, led by a certified
traffic engineer, participants observe conditions
and behaviors and identify challenges that limit
walking and bicycling . Alta is adept at facili -
tating discussion with participants to brainstorm
improvements that address community-identi -
fied concerns .
IMPROVEMENT PLANS AND ROUTES
TO SCHOOL MAPS
Alta has extensive experience providing clear and
concise maps to support a variety of user needs .
Alta’s GIS-based school access mapping allows
seamless integration of data from fieldwork,
stakeholders, and electronic files into school
improvement and engineering plans .
STUDENT HAND TALLIES AND PARENT
SURVEYS
We have expertise in administering and
analyzing SRTS student travel hand tallies and
parent surveys . We managed the innovative
regional evaluation of SRTS programs for the
Metropolitan Transportation Commission, which
involved surveying school programs in all nine
San Francisco Bay Area counties and evaluating
mode shift for the programs .
QUALIFICATIONS
6
City of Santa Monica | Alta Planning + Design
Year: 2012 – 2014
Client Name: City of Santa Monica
Contact: Peter Dzewaltowski, Transportation
Planning Associate, Strategic and Transportation
Planning, (310) 458-8292, peter .dzewaltowski@
smgov .net
Santa Monica Safe Routes to School P roject
SANTA MONICA, CA
Alta managed this Safe Routes to School project
in Santa Monica, serving two elementary schools
and two middle schools . Alta created detailed
school travel plans and suggested routes to
school maps . Alta organized ongoing commu -
nity events, including a citywide Family Bike Fest,
Walking School Bus/Bike Train parent work -
shops, and monthly Kidical Mass rides . In addi -
tion, numerous bicycle training skills workshops
were taught to families .
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7
Safe Routes to School Program Expansion | Alta Planning + Design
Year: 2013 - 2015
Client Name: City of Pico Rivera
Contact: Christina Gallagher, Community and
Economic Development Department, (562)
801-2163, CGallagher@pico-rivera .org
Pico Rivera Safe Routes to School
PICO RIVERA, CA
Alta worked with the City of Pico Rivera on a
two-year Safe Routes to School non-infrastruc -
ture project . The program served all 11 elemen -
tary and middle schools in the community . Alta
managed a full branding development project,
resulting in an appealing suite of visual materials
that are easy for parents and partners to under -
stand and respond to . As part of the project, Alta
created school walk and bike route maps and
brochures for each of the 11 schools, along with
posters, flyers, and branded incentives .
#FFDE17
Pico Rivera
Safe Routes To School
WEB COLOR PALETTE
PR
I
M
A
R
Y
SE
C
O
N
D
A
R
Y
#4D4C44
#F8B519
#E34B39
#7ECBD9
#80BE42
8
City of Santa Monica | Alta Planning + Design
Year: 2016 - ongoing
Client Name: City of Santa Monica
Contact: Peter Dzewaltowski, Transportation
Planning Associate, Strategic and Transportation
Planning, (310) 458-8292, peter .dzewaltowski@
smgov .net
Edison Language Academy SR2S Project
SANTA MONICA, CA
The Edison Language Academy SR2S Project is
a phase of the Michigan Avenue Neighborhood
Greenway which connects the Bergamot area of
Santa Monica to the beach . Alta is leading sche -
matic design through construction document
preparation . Project improvements involve anal -
ysis and design of a traffic diverter, curb exten -
sions and wayfinding signs .
EDISON LANGUAGE ACADEMY SAFE ROUTES TO SCHOOL
MICHIGAN AVENUE NEIGHBORHOOD GREENWAY
S a n t a M o n i c a
Feet
S a n t a M o n i c a
Feet
Kansas avenue and stewart street
proposed concepts
COST*PARKING Description CONCEPT
A
A
B
B
C
Curbed extensions on 7 (of 8) approaches to narrow
crossings. A concrete island provides a neck down on
southwest corner of Stewart to avoid impacts to utility
vaults. Landscape and irrigation.
Curbed extensions on 5 (of 8) approaches. Painted
curb extensions on 3 approaches including the
southwest corner to avoid utility vaults. Landscape
and irrigation.
Not shown above: Painted curb extensions with 8”
ceramic dome pavement markers (which large vehicles
can navigate over as necessary) or flex posts.
0 lost parking spaces
*Estimates include soft costs such
as erosion control, mobilization,
traffic control and 20%
contingency.
$143,000
• Includes conservative asphalt replacement for regrading
• Landscape and irrigation (new meter/backflow)
$127,000
• Includes conservative asphalt replacement for regrading
• Landscape and irrigation (new meter/backflow)
• Decorative painted curb extension area
$36,700
• Decorative painted curb extension area
• Ceramic domes or flexible delineator posts
S a n t a M o n i c a
Feet
S a n t a M o n i c a
Feet
0 20 40
30’30’
20’20’
26’26’7’7’7’7’
5’5’5’5’
5’5’
St
e
w
a
r
t
St
e
w
a
r
t
Kansas ave Kansas ave
40’40’
20’20’
5’5’
5’5’
2
• Flush curbs to minimize regrading
intersection for cost savings
• Street trees
• Decorative pavers / colored concrete
GOAL
OPTIONS
• Calm intersection and shorten crossing
distance through curb extensions
R 15’
TYP.’
R 15’
TYP.’
9
Safe Routes to School Program Expansion | Alta Planning + Design
Year: 2013
Client Name: City of Pasadena
Contact: Alberto Felix, Associate Transportation
Engineer, (626) 744-7662, afelix@cityofpasa -
dena .net
Pasadena Safe School Zones Campaign
PASADENA, CA
The goal of the Pasadena Safe School Zones
program was to improve the safety of child pedes -
trians near schools . Alta addressed these goals
with two parallel strategies: a media campaign
primarily aimed at parent drivers, and an in-school
education program to empower third-graders to
walk to school . Alta led branding, design, and
development of a high-profile media and web
campaign featuring a series of ads in both English
and Spanish with the theme “We Take Time [to
Brake for Kids, to Drive 25, etc .] .” The campaign
included 4 billboards, 9 online banner ads, 20
bus shelter ads, 16 outdoor school banners, 700
community posters, 750 bumper stickers, 10,000
temporary tattoos, and 12,000 reflective zipper
pulls .
10
City of Santa Monica | Alta Planning + Design
Year: 2015
Client Name: City of Santa Ana
Contact: Cory Wilkerson, Active Transportation
Coordinator, (714) 647-5643, cwilkerson@santa-
ana .org
Santa Ana Public Education and Bicycle Safety Campaign
SANTA ANA, CA
Alta developed a multi-faceted bicycle safety
marketing and education campaign in this largely
Latino Orange County community . The final
marketing campaign message asks residents
and visitors to “Travel Safe, Share the Space”
(in both English and Spanish) . The message was
distributed via bus stop shelters at 12 locations,
banners on 36 street light poles, 500 printed
brochures, and a new page hosted on the City’s
official website . The project team also conducted
in-school traffic safety assemblies at 19 local
elementary schools, led four citywide bicycle
safety rodeos, and gave away 1,000 free bicycle
helmets to Santa Ana youth .
11
Safe Routes to School Program Expansion | Alta Planning + Design
Year: 2014 - ongoing
Client Name: Los Angeles County Metropolitan
Transportation Authority
Contact: Alice Tolar, Transportation Planner, (213)
922-2218, tolara@metro .net
LA Metro SRTS Pilot Program
LOS ANGELES, CA
Alta is leading this pilot project that is designed
to be a sustainable model for future expansion .
Focusing initially on 10 pilot schools located in the
City of Los Angeles before regional implementa -
tion throughout the county, this project includes
school audits to identify challenges and opportu -
nities to improve walking and bicycling to school
and the creation of Pedestrian and Bicycle Travel
Plans for each school . Program elements include
walk and roll to school Education, Encouragement
and Enforcement activities to help increase
walking and biking to school .
12
City of Santa Monica | Alta Planning + Design
ALAMEDA COUNTY SAFE ROUTES TO SCHOOLS 2011-2012 YEAR-END REPORT • CHAPTER 5 – HOW STUDENTS TRAVEL
44
Figure 5-9: Mode Split for Roosevelt
Elementary, San Leandro 2009-12
70 %
60%
50%
40%
20%
0%
10%
30%
Fall 2009 Spring 2010 Fall 2010 Spring 2011
Spring 2012
walk bik e school bus famil y vehicle carpool tr ansit other
source: Hand Tallies
World Academy, Oakland
Although walking rates were at their highest at
World in 2012, they were offset by significant
reductions in school bus ridership and carpooling.
In 2012, Word Academy in Oakland lost their
previously strong school champion. Alameda SR2S
is rebuilding champion support at that school.
Figure 5-10: Mode Split for World
Academy, Oakland 2008-12
70 %
60%
50%
40%
20%
0%
10%
30%
Fall 2008, PM Spring 2009, PM Spring 2012, PM
walk bik e school bus famil y
vehicle
carpool tr ansit other
source: Hand Tallies
Roosevelt Elementary, San Leandro
At Roosevelt Elementary, single-family vehicle rates
have shown drops year over year, with the exception
of 2012. Driving alone made up two thirds of all trips
in fall 2009 and now makes up just over half of all
trips in spring 2012. Bicycling to school has also
seen large gains, doubling since 2009.
Parents at this school have not wanted to set up a
walking school bus, which is reflected in flat walking
rates. The hand tally from spring 2011 presents an
interesting data point in that more students walked
to school than were driven alone. While this hand
tally is clearly an outlier, it also suggests Roosevelt’s
potential for walking and biking.
Alameda County Safe Routes to School Program ALAMEDA, CA
Year: 2011 - ongoing
Client Name: Alameda County Transportation
Commission
Contact: Laurel Poeton, Assistant Transportation
Planner/Communications Specialist, (510)
208-7415, lpoeton@alamedactc .org
Ongoing since 2006, the program is designed
to promote safe walking and biking to school
and to reduce traffic congestion in the areas
surrounding schools . Since the program began,
it has expanded to reach tens of thousands of
students . The program currently reaches students
at 180 schools in the county . Alta implements
and manages all facets of the program, including
coordinating program evaluation and strategic
planning, web content population and communi -
cations, walk audit maps, database management,
data collection, research, and development of an
annual program evaluation report that analyzes
mode shift, program equity, and participation .
ALAMEDA COUNTY SAFE ROUTES TO SCHOOLS 2011-2012 YEAR-END REPORT • CHAPTER 5 – HOW STUDENTS TRAVEL
44
Figure 5-9: Mode Split for Roosevelt
Elementary, San Leandro 2009-12
70 %
60%
50%
40%
20%
0%
10%
30%
Fall 2009 Spring 2010 Fall 2010 Spring 2011
Spring 2012
walk bik e school bus famil y vehicle carpool tr ansit other
source: Hand Tallies
World Academy, Oakland
Although walking rates were at their highest at
World in 2012, they were offset by significant
reductions in school bus ridership and carpooling.
In 2012, Word Academy in Oakland lost their
previously strong school champion. Alameda SR2S
is rebuilding champion support at that school.
Figure 5-10: Mode Split for World
Academy, Oakland 2008-12
70 %
60%
50%
40%
20%
0%
10%
30%
Fall 2008, PM Spring 2009, PM Spring 2012, PM
walk bik e school bus famil y
vehicle
carpool tr ansit other
source: Hand Tallies
Roosevelt Elementary, San Leandro
At Roosevelt Elementary, single-family vehicle rates
have shown drops year over year, with the exception
of 2012. Driving alone made up two thirds of all trips
in fall 2009 and now makes up just over half of all
trips in spring 2012. Bicycling to school has also
seen large gains, doubling since 2009.
Parents at this school have not wanted to set up a
walking school bus, which is reflected in flat walking
rates. The hand tally from spring 2011 presents an
interesting data point in that more students walked
to school than were driven alone. While this hand
tally is clearly an outlier, it also suggests Roosevelt’s
potential for walking and biking.
Alameda County Safe Routes
t
o
S
c
h
o
o
l
s
2011-2012 Year-End Report
Alameda County Transpor
t
a
t
i
o
n
C
o
m
m
i
s
s
i
o
n
www.alamedacountysr2s.org
13
Safe Routes to School Program Expansion | Alta Planning + Design
Chula Vista Elementary School District Safe Routes to School Project
CHULA VISTA, CA
Year: 2015 - ongoing
Client Name: Chula Vista Elementary School
District
Contact: Melissa Minas, Program Manager, (619)
425-9600, melissa .minas@cvesd .org
Alta is leading the comprehensive Safe Routes to
School Program for the Chula Vista Elementary
School District . Along with programmatic and
education activities, Alta is conducting a compre -
hensive engineering asset inventory of selected
street-level infrastructure assets around each of
the 27 project schools; organizing and conducting
walking audits, touring potential routes and school
sites, identifying barriers to and opportunities for
safer routes; documenting findings in a deficiency
map that summarizes existing conditions and
audit observations, along with school area traffic
data; and developing a graphical infrastructure
improvement plan for each school . These site-
specific planning-level conceptual designs will be
grant-ready to apply for infrastructure funds to
design and construct the projects .
14
City of Santa Monica | Alta Planning + Design
school district, and other community partners
to discuss existing efforts and potential regional
programs; compiling existing efforts to identify
opportunities for coordination and recommen -
dations for regional SRTS activities and events;
and inventorying and prioritizing existing bicycle/
pedestrian facilities, gaps, and needs .
Year: 2014 - 2015
Client: Southern California Association of
Governments,
Contact: Josh Lee, Transportation Planning
Analyst, (909) 884-8276, jlee@sanbag .ca .gov
Alta worked with the Southern California
Association of Governments (SCAG) and the San
Bernardino Associated Governments (SANBAG)
to develop a Countywide Complete Streets
Strategy and Safe Routes to School Inventory for
San Bernardino County .
The Complete Streets Strategy involved a juris -
diction survey and data collection to inventory
existing conditions, to develop recommended
policies, and actionable implementation steps
for establishing Complete Streets throughout the
county . Alta is helped SANBAG and member juris -
dictions leverage existing efforts and establish a
regional strategy by convening local jurisdiction,
San Bernardino Countywide Complete Streets Strategy and Safe Routes to School Inventory
SAN BERNARDINO, CA
15
Safe Routes to School Program Expansion | Alta Planning + Design
Year: 2008 – 2014
Client Name: City of Santa Clarita
Contact: Ian Pari, Senior Traffic Engineer, (661)
284-1402, IPARI@santa-clarita .com
Santa Clarita SRTS Program
SANTA CLARITA, CA
Alta worked with the City of Santa Clarita to
develop and implement a Safe Routes to Schools
program for the city’s elementary schools . Alta
developed Walking School Bus Training and Safe
Routes to Schools Toolkits for the entire city,
conducted walk audits to identify infrastructure
improvements at all of the city’s 27 elementary
schools, developed a SRTS website, and spon -
sored SRTS booths at citywide events, such as
the Arbor Day festival . Additionally, Alta worked
closely with the city, individual schools, and
school districts to bring focused encourage -
ment programs and bicycling and walking safety
education to four elementary schools selected
as pilot schools . Program components included
in-classroom pedestrian safety trainings, Walk
and Roll to School Days, and a culminating Biking
and Walking Safety Festival . Alta wrote the SRTS
grant application that funded continuation of this
project .
16
City of Santa Monica | Alta Planning + Design
factors correlated with increased active transpor -
tation mode shift at individual schools, including
frequent walk and roll programs and walking
school buses/bike trains, more ongoing activities,
and parents’ positive perceptions of walking and
biking . Alta developed reports that communicate
the changes in mode split, greenhouse gas emis -
sions, physical activity, and parental perceptions
of walking and bicycling, as well as which SRTS
activities are correlated with these changes .
Year: 2011 - 2015
Client: Metropolitan Transportation Commission
Contact: Ursula Vogler, Public Information Officer,
(510) 817-5785, uvogler@mtc .ca .gov
Metropolitan Transportation Commission Climate Initiatives Program Evaluation
BAY AREA, CA
Alta was part of the consultant team for a multi-
year evaluation of projects funded through the Bay
Area Metropolitan Transportation Commission
(MTC)’s $80 million Climate Initiatives Program .
The evaluation calculated the emission reduc -
tions, cost effectiveness, and co-benefits of each
major project and identified key lessons learned
to improve future funding to reduce transporta -
tion-related emissions in the Bay Area .
Alta led the evaluation of the $15 million regional
Safe Routes to School (RSRTS) initiative
dispersed across all nine Bay Area counties . Alta
worked closely with each local SRTS program
to assess capital projects and administer parent
surveys and student travel hand tallies at over
500 schools in 10 different programs between
2011 and 2014 . Key lessons learned identified
Preliminary Results –Hand Tally
Climate Initiatives Evaluation September 5, 2012
Metropolitan Transportation Commission Regional Safe Routes to School Evaluation
DATA COLLECTED
RESULTS
STUDENT HAND TALLIES
1,000,000+ Trips
8 Counties
330 Schools
CURRENT MODE SPLIT
Schools in Analysis AND PARTICIPATING IN SRTS PROGRAMS BY COUNTY
The analysis is based on data from a selection of schools receiving funding
in each county.
MODE SHIFT
0 %
2 0 %
4 0 %
6 0 %
Walk Bike Family
Car
Carpool Bus
(School &
Transit)
Other
Follow-Up
Baseline*
Schools in Program,
in Analysis
Schools in Program,
Not in Analysis
Additional Schools
in County
*Analysis includes 'baseline' data collected in 2011-2013 and 'follow up' data collected in 2013-2014, depending on data collection at each school.
PARENT SURVEYS
23,000 Surveys
5 Counties
107 Schools PE
R
C
E
N
T
P
A
R
T
I
C
I
P
A
T
I
O
N
TOTAL NUMBER
OF SCHOOLS IN COUNTY
9 %
Carpool
55 %
Family
Vehicle
4 %
Bike
23 %
Walk
2 %
Other
6 %
Transit/
School Bus
‘Follow Up’
Mode
Split*
Walking
rate
Biking
rate Use of
family
vehicle Statistically significant to 95% confidence interval
20%
40%
60%
80%
Marin
70
6
57
Napa
45
7
123
San Francisco*
17
San Mateo
170
39
51
Santa Clara
404
36
72
Solano
99
32
10
Sonoma
171
34
16
Contra Costa
260
141
26
Alameda
375
85
70
*Two schools involved in the San Francisco Safe Routes to School program in 2011-12 were
included in the analysis but dropped out of the program by 2013-14, for a total of 15 schools in
the program in 2013-14 and 17 schools included in the analysis.
-2 %+14 %+3 %
LESSONS LEARNED
KEY SUCCESSES
REDUCTION 10.7 %
ON AVERAGE, PER-STUDENT ANNUAL
MILES DRIVEN IN THE FAMILY CAR DECREASED 6 .2 MILES
On average, trips 1 mile
or less from school saw a
In the first two years of offering SRTS
programs, schools show a 31 % INCREASE
in active modes (walking, biking, and other),
with an average of 13% increase thereafter .
Activities that resulted in INCREASING ACTIVE TRANSPORTATION:
FREQUENT WALK AND ROLL programs
WALKING SCHOOL BUSES
BIKE TRAIN programs
PARTICIPATING STUDENTS WALKED ALMOST
AND BIKED ALMOST
ANNUALLY
200,000 MORE MILES
150,000 MORE MILES
IN GREENHOUSE GAS EMISSIONS
of greenhouse gas emissions from
transportation due to school trips.
That’s the weight of
1,900 TONS SRTS AT ALL SCHOOLS COULD REDUCE AS MUCH AS
*Based on average greenhouse gas emissions reductions from parent surveys at five counties, extrapolated to total public school enrollment at all nine counties, and restricted to students
living within a mile of school (about 64%, based on parent surveys).
4.2 JUM BO
JETS*
17
Safe Routes to School Program Expansion | Alta Planning + Design
Goals:
Ū Encourage more people to ride bicycles, more
often and more safely
Ū Educate equitable road use, cyclists rights and
responsibilities – both by example & through
education and workshops like Bike Smart
Cycling Classes
Ū Increase the voice and visibility of Santa Monica
Spoke and the cycling community to improve
facilities and the environment for people
walking and biking
Ū Actively participate with local government
to create and implement the Bicycle Action
Plan, Pedestrian Acton Plan, Vision Zero and
Complete Streets Planning Policies while
fulfilling the City’s commitment to the USDOT
Mayors’ Challenge for Safer People & Safer
Streets
Ū Promote the health benefits of cycling
Ū Highlight cycling as a sustainable transporta -
tion alternative that is good for the environment
Ū Promote and support Safe Routes to School
SANTA MONICA SPOKE
Role: Education and Encouragement Support
Santa Monica Spoke is dedicated to improving
biking in the City of Santa Monica . They are a
community based nonprofit working to make
Santa Monica more sustainable, and a better
place to live, walk, bike, work and play .
Santa Monica Spoke advocates for the implemen -
tation of Complete Streets policies that support
and protect all users, (pedestrians and people on
bikes) and the use of public transit to promote
fewer single car trips for a healthier, safer, more
sustainable environment for the community at
large .
Cynthia and Santa Monica Spoke teamed with
McKinley partners and SRTS to execute a Family
Bike Festival . Santa Monica Spoke was respon -
sible for coordinating and implementing all skills
course training, provided expertise and played
key roll assisting to organize the festival .
Reference: Dr . Susan Yakich, School Principal,
McKinley Elementary School, (310) 828-5011
x65126
Santa Monica Family Bike Festival at McKinley
SANTA MONICA, CA
18
City of Santa Monica | Alta Planning + Design
Bike and Pedestrian Safety Classroom
Instruction for Santa Monica High School
Prepared for:
City of Santa Monica
Strategic & Transportation Planning Department
Prepared by:
Cynthia Rose, Director
Santa Monica Spoke, Chapter LACBC
Santa Monica Spoke created the first curric -
ulum and education programing for CREST and
Camp Santa Monica in 2013 . After the program
was created, Santa Monica Spoke continued to
expand and support bike education in the form
of classes and events for CREST and Camp Santa
Monica in collaboration with the City of Santa
Monica SRTS .
Reference: Robert Zuco, Community Services
Program Coordinator, CREST Programs Reed
Park Youth Office, robert .Zuco@smgov .net, (310)
458-8540 x5518
Safe Routes to School Training - CREST and Camp Santa Monica
SANTA MONICA, CA
Santa Monica Family Bike Festival at McKinley Cynthia teamed with McKinley partners and SRTS to execute a Family Bike Festival. Responsible for coordinating and implementing all skills course training, provided expertise and played key roll assisting to organize the festival. Safe Routes to School at SMASH, Alta Planning + Design - 2013 Pilot Bike and Pedestrian Safety Classroom Instruction project at SMASH. Lead training and created and implemented age appropriate curriculum. Safe Routes to School Training - CREST and Camp Santa Monica
Created the 1st curriculum and education programing for CREST and Camp Santa Monica in 2013. Continued to
expand and support bike education in the form of classes and events for CREST and Camp Santa Monica after
school, Spring and Summer break Camps in collaboration with the City of Santa Monica SRTS.
RFP Bike and Pedestrian Safety Classroom Instruction
Santa Monica Spoke | !8
REFERENCES Stephan Corbel Sustainability & BeautiÞcation Committee chair McKinley Elementary School 310.795.1685 Teague Weybright PTA President McKinley Elementary School 310.403.9500 Dr Susan Yakich School Principal McKinley Elementary School 310.828.5011 x 65126 Drusilla van Hengel Nelson\Nygaard Tansportation Consulting dvanhengel@nelsonnygaard.com 503.488.2231 Jessie Holzer jessie.holzer@lacity.org 949.292.2615 Robert Zuco Community Services Program Coordinator CREST Programs Reed Park Youth OfÞce robert.Zuco@smgov.net
310.458.8540 x5518
310.570.6021 cell
Cathy Taylor Community Services Program Coordinator City of Santa Monica C.R.E.S.T. Programs cathy.Taylor@smgov.net
310.458.8540
310.570.6029 cell
Santa Monica Spoke worked on the Pilot Bike and
Pedestrian Safety Classroom Instruction project
at SMASH . Santa Monica Spoke led training
and created and implemented age appropriate
curriculum .
Reference: Jessie Holzer, jessie .holzer@lacity .org,
(949) 292-2615
Safe Routes to School at SMASH
SANTA MONICA, CA
Santa Monica Family Bike Festival at McKinley Cynthia teamed with McKinley partners and SRTS to execute a Family Bike Festival. Responsible for coordinating and implementing all skills course training, provided expertise and played key roll assisting to organize the festival.
Safe Routes to School at SMASH, Alta Planning + Design - 2013
Pilot Bike and Pedestrian Safety Classroom Instruction project at SMASH. Lead training and created and
implemented age appropriate curriculum.
Safe Routes to School Training - CREST and Camp Santa Monica
Created the 1st curriculum and education programing for CREST and Camp Santa Monica in 2013. Continued to
expand and support bike education in the form of classes and events for CREST and Camp Santa Monica after
school, Spring and Summer break Camps in collaboration with the City of Santa Monica SRTS.
RFP Bike and Pedestrian Safety Classroom Instruction
Santa Monica Spoke | !8
REFERENCES Stephan Corbel Sustainability & BeautiÞcation Committee chair McKinley Elementary School 310.795.1685 Teague Weybright PTA President McKinley Elementary School 310.403.9500 Dr Susan Yakich School Principal McKinley Elementary School 310.828.5011 x 65126
Drusilla van Hengel
Nelson\Nygaard Tansportation Consulting
dvanhengel@nelsonnygaard.com
503.488.2231
Jessie Holzer
jessie.holzer@lacity.org
949.292.2615
Robert Zuco
Community Services Program Coordinator
CREST Programs Reed Park Youth OfÞce
robert.Zuco@smgov.net
310.458.8540 x5518
310.570.6021 cell
Cathy Taylor
Community Services Program Coordinator
City of Santa Monica C.R.E.S.T. Programs
cathy.Taylor@smgov.net
310.458.8540
310.570.6029 cell
“Destination Downtown gave me a sense of the impact in my choice to walk or
bike, encouraging me to do it on days when the weather might tempt me to
drive .”
- PARTICIPANT, DESTINATION DOWNTOWN PROGRAM LED BY ALTA PLANNING + DESIGN,
VANCOUVER, WA
KEY PERSONNEL
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transportation | recreation | innovation
21
Safe Routes to School Program Expansion | Alta Planning + Design
This core team will be supported by talented
planners and graphic designers with specialized
expertise on marketing and outreach for trans -
portation projects .
Alta’s capabilities are enhanced by our teaming
partner Santa Monica Spoke , who will support
local SRTS efforts including education and
encouragement tasks . Santa Monica Spoke’s
local credibility, relationships, and capabilities
will help the program gain access to children and
families, and will provide outstanding educational
services .
Key staff roles are described in the organiza -
tional chart below. Full resumes are featured on
the following pages.
The team we have composed for this project brings
a combination of local knowledge and resources
combined with national best practices on effec -
tive Safe Routes to School program implementa -
tion . The Alta team is led by Principal-in-Charge,
Jessica Roberts . Jessica is a Programs Specialist
and a leader in the Active Transportation and
TDM fields . She directs award-winning programs
and projects that help people drive less often,
and use active and shared modes more often .
Kendra Bridges will serve as the Project Manager
on this effort . Kendra is a veteran SRTS expert
and Planning Associate with extensive experience
in active transportation and sustainable land use
planning, policy, program design, and implemen -
tation . Prior to joining Alta Kendra worked for
the Safe Routes to School Technical Assistance
Resource Center at the California Department of
Public Health .
Alta Planning + Design
LEAD
Jessica Roberts
Kendra Bridges
Ryan Johnson
Marc Caswell
Rodrigo Garcia-Resendiz
Mandia Gonzales
Michael Sampson
Cat Cheng
Alejandra Garcia
Santa Monica Spoke
SUPPORT
Cynthia Rose
Alta Planning + Design
LEAD
Jessica Roberts
Kendra Bridges
Ryan Johnson
Marc Caswell
Rodrigo Garcia-Resendiz
Mandia Gonzales
Web Developer
Cat Cheng
Alejandra Garcia
Santa Monica Spoke
SUPPORT
Cynthia Rose
Alta Planning + Design
LEAD
Jessica Roberts
Kendra Bridges
Ryan Johnson
Marc Caswell
Rodrigo Garcia-Resendiz
Mandia Gonzales
Cat Cheng
Alejandra Garcia
Santa Monica Spoke
SUPPORT
Cynthia Rose
Project Sta
LCI
Alta Planning + Design
LEAD
Jessica Roberts
Kendra Bridges
Ryan Johnson
Marc Caswell
Rodrigo Garcia-Resendiz
Mandia Gonzales
Cat Cheng
Alejandra Garcia
Santa Monica Spoke
SUPPORT
Cynthia Rose
Project Sta
Santa Monica Spoke
LEAD
Cynthia Rose
Project Sta
LCI
Alta Planning + Design
SUPPORT
Jessica Roberts
Kendra Bridges
Ryan Johnson
Marc Caswell
Rodrigo Garcia-Resendiz
Mandia Gonzales
Cat Cheng
ALTA PLANNING + DESIGN
Project Management
Jessica Roberts, Principal-in-Charge/Programs Specialist
Kendra Bridges, Project Manager/Planning Associate
EVALUATION ENCOURAGEMENT PROGRAM
SUPPORT
EDUCATION WALK AUDITS
CITY OF SANTA MONICA
Principal Adviser
Brett Hondorp, AICP, LCI, Principal Adviser
Alta Planning + Design
LEAD
Jessica Roberts
Kendra Bridges
Ryan Johnson
Marc Caswell
Rodrigo Garcia-Resendiz
Mandia Gonzales
Cat Cheng
Alejandra Garcia
Santa Monica Spoke
SUPPORT
Cynthia Rose
Project Sta
LCI
FAMILY DYNAMICS
TEAM COMPOSITION
22
City of Santa Monica | Alta Planning + Design
Jessica Roberts
Principal-in-Charge/Programs Specialist
Jessica is a leader in the Active Transportation and TDM fields . She directs
award-winning programs and projects that help people drive less often, and
use active and shared modes more often . Her work has won the respect
of her peers and her clients, leading to her being named 2015 Professional
of the Year by the Association of Pedestrian and Bicycle Professionals . Her
team specializes in education, promotion, and marketing programs, including
SmartTrips (individualized marketing) programs, and media campaigns .
RELEVANT EXPERIENCE
SANTA MONICA SAFE ROUTES TO SCHOOL PROGRAM
Jessica was the Project Manager for this one-year non-infrastructure Safe
Routes to School Project at two elementary schools and two middle schools
in Santa Monica . Completed program elements include outreach at Back to
School events, two Bike Skills Workshops for children, Walking School Bus
trainings and organizing at every school, a Bike It Walk It day that garnered
more than 75% participation at one school, walk audits at schools, and a
highly-successful Family Bike Fest with 250 participant posters, 750 bumper
stickers, 10,000 temporary tattoos, and 12,000 reflective zipper pulls .
PICO RIVERA SAFE ROUTES TO SCHOOL PROGRAM
Alta led this two-year Safe Routes to School Non-Infrastructure project,
serving all 11 elementary and middle schools in the community . Alta managed
a full branding development, resulting in an appealing suite of school walk
and bike route maps and brochures, along with posters, flyers, and branded
incentives . Alta led walk audits at each school and wrote infrastructure plans
suitable for use in grant applications . Jessica was the Principal-in-Charge .
SANTA ANA TRAVEL SAFE, SHARE THE SPACE BICYCLE SAFETY
CAMPAIGN
Alta developed a multi-faceted bicycle safety marketing and education
campaign in this largely Latino Orange County community . The final marketing
campaign message asked residents and visitors to “Travel Safe, Share the
Space” (in both English and Spanish) . The message was distributed via bus
stop shelters at 12 locations, banners on 36 street light poles, 500 printed
brochures, and a new page hosted on the City’s official website . The project
team also conducted in-school traffic safety assemblies at 19 local elemen -
tary schools, led four citywide bicycle safety rodeos, and gave away 1,000
free bicycle helmets to Santa Ana youth . Jessica was Principal-in-Charge .
PASADENA SAFE SCHOOL ZONES CAMPAIGN
Jessica was the Project Manager responsible for creating a pedestrian safety
campaign for the City of Pasadena, focused on the safety of school-age
pedestrians . Alta implemented a media campaign primarily aimed at parent
drivers and an in-school education program to empower third-graders to
walk to school . Alta led branding, design, and development of a high-profile
media and web campaign featuring a series of ads in both English and
Spanish . The campaign included billboards, online banner ads, bus shelter
ads, outdoor school banners, community posters, and bumper stickers . Alta
also created a custom pedestrian safety workshop aimed at second-grade
schoolchildren and taught the workshop in seven Pasadena schools .
EDUCATION
BA, German and
Spanish, Lewis & Clark
College, 1999
PROFESSIONAL
HIGHLIGHTS
Alta Planning +
Design, 2006–
APBP 2015
Professional of the
Year Award
Association of
Pedestrian and Bicycle
Professionals (APBP)
Board, 2016-
Keynote speaker, Ohio
Bicycle/Pedestrian
Summit, 2014
Instructor, Making
Cycling Irresistible:
The Role of
Encouragement,
Initiative for Bicycle
and Pedestrian
Innovation (IBPI)
at Portland State
University, 2012
Instructor, Innovative
Public Engagement
for Bicycle and
Pedestrian Planning,
Initiative for Bicycle
and Pedestrian
Innovation (IBPI)
at Portland State
University, 2011
RESUMES
23
Safe Routes to School Program Expansion | Alta Planning + Design
RELEVANT EXPERIENCE
SANTA MONICA SAFE ROUTES TO SCHOOL PROGRAM
Brett was Principal-in-Charge of this two-year non-infrastructure Safe Routes
to School project in Santa Monica, serving two elementary schools and two
middle schools . Completed program elements include outreach at Back to
School events, two Bike Skills Workshops for children, Walking School Bus
trainings and organizing at every school, a Bike It Walk It day that garnered
more than 75% participation at one school, walk audits at schools, and a
highly-successful Family Bike Fest with 250 participant posters, 750 bumper
stickers, 10,000 temporary tattoos, and 12,000 reflective zipper pulls .
LOS ANGELES METRO SAFE ROUTES TO SCHOOL PILOT PROJECT
Brett is the Principal-in-Charge for this pilot project designed to be a
sustainable model for future expansion . Focusing on 10 schools located, this
project includes school audits to identify challenges and opportunities to
improve walking and bicycling to school and the creation of Pedestrian and
Bicycle Travel Plans for each school . Program elements include walk and
roll to school Education, Encouragement and Enforcement activities to help
increase walking and biking to school .
METROPOLITAN TRANSPORTATION COMMISSION CLIMATE INITIATIVES
EVALUATION PROGRAM, BAY AREA
Brett is Principal-in-Charge of Alta’s services on a multi-year evaluation of
programs and projects funded through the Metropolitan Transportation’s
Climate Initiatives Program . Among the programs being evaluated is a Safe
Routes to School initiative dispersed across all nine Bay Area counties . Alta
worked closely with each local SRTS program to assess capital projects
and administer parent surveys and student travel hand tallies at over 500
schools in 10 different programs between 2011 and 2014 .
ALAMEDA COUNTY SAFE ROUTES TO SCHOOL PROGRAM
Brett is the Project Manager for the Alameda County Safe Routes to School
program . Ongoing since 2006, the program is designed to promote safe
walking and biking to school and to reduce traffic congestion in the areas
surrounding schools . Since the program began, it has expanded to reach
tens of thousands of students . The program currently reaches students at
180 schools in the county . Brett coordinates program evaluation and stra -
tegic planning, web content population and communications, walk audit
maps, database management, data collection, research, and development
of an annual program evaluation report .
EDUCATION
Masters in Urban and
Regional Planning,
San Jose State
University, 2000
BA, Biology, University
of California at Santa
Cruz, 1995
PROFESSIONAL
HIGHLIGHTS
Alta Planning +
Design, 2001-
Design, Community &
Environment, Project
Planner, 2000-2001
Santa Clara County
Planning Office,
Planner II, 2000
Impact Sciences, Staff
Planner, 1997- 2000
PROFESSIONAL
REGISTRATIONS
American Institute of
Certified Planners
League of American
Bicyclists, League
Cycling Instructor
#845
National Safe Routes
to School Training
Instructor
Brett Hondorp, AICP, LCI
Principal Adviser
Brett is a leading national SRTS expert who has worked on SRTS projects
in California since 2001 . His work has involved a wide range of activities
aimed at improving school area safety, including leading walking audits,
developing engineering improvement plans, preparing grant applications,
creating walking route maps, and managing strategic SRTS implementation
programs . As a SRTS National Course instructor, Brett has given trainings
across the country to local agency staff, advocates, and community leaders
on how to implement effective SRTS programs .
24
City of Santa Monica | Alta Planning + Design
Kendra Bridges
Project Manager/Planning Associate
Kendra Bridges has nine years of experience in active transportation and
sustainable land use planning, policy, program design, and implementa -
tion . She has cross-sector expertise in community engagement, public
health, and equitable development . Her experience includes state and local
government, as well as the non-profit sector . Kendra has managed bicycle
and pedestrian accommodation scoping for statewide roadway projects,
provided active transportation technical assistance to diverse stakeholders,
and developed plans, policies, and programs for clients from the neighbor -
hood to the state level . Prior to joining Alta, Kendra worked in the Division of
Bicycle and Pedestrian Transportation for the North Carolina DOT, worked
for the Safe Routes to School Technical Assistance Resource Center at
the California Department of Public Health, and served as Land Use Policy
Director for a Sacramento-area non-profit .
RELEVANT EXPERIENCE
EDUCATION
MS, Community
Development,
University of California
Davis, 2009
BA, Sociology with
highest honors,
University of California
Santa Cruz, 2005
PROFESSIONAL
HIGHLIGHTS
Alta Planning +
Design, 2016–
Transportation
Program Consultant II,
North Carolina Dept .
of Transportation,
2015–2016
Project Coordinator,
California Dept .
of Public Health,
2013–2014
PROFESSIONAL
REGISTRATIONS
Safe Routes to School
National Course
Instructor
PROFESSIONAL
ORGANIZATIONS
Association of
Pedestrian and Bicycle
Professionals
RIALTO CITYWIDE SAFE ROUTES TO SCHOOL PROGRAM
Alta is leading a Citywide Safe Routes to School program for the City of
Rialto . Alta is developing a comprehensive program that promotes the five
E’s (Engineering, Education, Encouragement, Enforcement and Evaluation)
for 29 schools within the Rialto Unified School District, covering 19 elemen -
tary schools, 5 middle schools, and 5 high schools . Alta is working with
parents, students, school staff, police, community leaders, and elected offi -
cials to create a safe and encouraging environment for students to walk or
bicycle to school . Kendra is the Project Manager .
SAFE ROUTES TO SCHOOL TECHNICAL ASSISTANCE, BAY AREA*
The California Safe Routes to School Technical Assistance Resource Center
(TARC, now known as Active Transportation Resource Center) provides
technical assistance, training, and educational material development to SRTS
programs throughout California . Kendra served as Team Lead, managing
the outreach and training provided by a 4 person team . She provided
instruction as a SRTS National Course Instructor in the Bay Area, offered
clients locally-tailored program design and implementation assistance, and
provided policy analysis to Department of Public Health leadership on active
transportation matters .
ACTIVE TRANSPORTATION EDUCATIONAL MATERIALS*
One of the primary functions of TARC was development and provision
of targeted educational materials to SRTS programs . Kendra managed
development of several products, including the SRTS in Low-Income and
Underserved Communities Study, SRTS in Tribal Communities Guide, and
SRTS in Rural Communities Guide . Tasks included working with consultants
to develop accurate and comprehensive materials, editing draft documents,
and developing outreach materials to assist with product dissemination .
MARYSVILLE BICYCLE AND PEDESTRIAN MASTER PLAN
Alta is currently developing the first Bicycle and Pedestrian Plan for the City
of Marysville . The project recommendations are designed to meet commu -
nity needs, be sensitive to the physical constraints in the city (two state
highways and two UPRR rail lines), and be attractive to funding sources .
*Experience prior to joining Alta.
25
Safe Routes to School Program Expansion | Alta Planning + Design
Ryan Johnson, LCI
Senior Planner
Ryan excels at interagency collaboration, bringing key players together
for decision making and coordination . He brings a range of skills including
project management, multi-modal master planning, transit access studies,
Safe Routes to School program coordination, community outreach, and
festival and event production . He is experienced at collaborating with
various stakeholders in multiple jurisdictions to gain consensus on bikeway
plans and establish linkages across city boundaries . Ryan has managed
numerous regional planning efforts, including the San Gabriel Valley Bicycle
Master Plan and Las Virgenes-Malibu Regional Bicycle Plan . His work has
won the respect of his peers and his clients, leading to him being named the
2016 Professional of the Year by the Association of Pedestrian and Bicycle
Professionals .
RELEVANT EXPERIENCE
EDUCATION
Masters in Urban
and Regional
Planning, University
of California, Los
Angeles, 2012
BA, Sociology and
Political Science,
University of
Mississippi, 2008
Mexico-U .S . Bilateral
Study Tour with the
Instituto Tecnológico
de Monterrey, Hidalgo
Campus, 2006
PROFESSIONAL
HIGHLIGHTS
Alta Planning +
Design, 2012-
Intern/Event Staff,
CicLAvia, 2010-2012
Bike-Friendly Business
District Intern, Bike
Long Beach, 2011-2012
Volunteer Coordinator,
Pro Walk/Pro Bike/
Pro Place, Long
Beach, CA, 2012
PROFESSIONAL
REGISTRATIONS
League of American
Bicyclists, Certified
Cycling Instructor
(LCI) #3994
SANTA MONICA SAFE ROUTES TO SCHOOL
The Santa Monica Safe Routes to School project encourages children to
walk and bike to elementary and middle schools in the Santa Monica-Malibu
Unified School District through planning and programming . Ryan’s role
on this project includes organizing a Family Bicycle Fest, supporting the
bi-monthly Kidical Mass group rides, and writing the analysis report for a
parent survey about children’s walking and cycling habits .
SANTA ANA TRAVEL SAFE, SHARE THE SPACE BICYCLE SAFETY
CAMPAIGN
Alta was selected by the City of Santa Ana to develop a multi-faceted bicycle safety
marketing and education campaign in the largely Latino Orange County commu -
nity . The final marketing campaign message asked residents and visitors to “Travel
Safe, Share the Space” (in both English and Spanish) . The message was distributed
via bus stop shelters at 12 locations, banners on 36 street light poles, 500 printed
brochures, and a new page hosted on the City’s official website . The project team
also conducted in-school traffic safety assemblies at 19 local elementary schools,
led four citywide bicycle safety rodeos, and gave away 1,000 free bicycle helmets
to Santa Ana youth . Ryan was the Project Manager .
PASADENA SAFE SCHOOL ZONES
As part of a comprehensive campaign to educate the City’s residents on safe
driving, walking, and bicycling, Ryan co-taught several pedestrian safety classes in
local elementary schools .
LOS ANGELES CITYWIDE WALK TO SCHOOL DAY
Alta organized L .A .’s first Citywide Walk to School Day to kick off the City’s newly
adopted Safe Routes to School Strategic Plan . Ryan helped plan and coordinate
encouragement events at over 50 schools in the City .
CLAREMONT SAFE ROUTES TO SCHOOL
As part of a district-wide Safe Routes to School Non-Infrastructure program, Ryan
taught pedestrian and bicyclist safety classes for elementary and middle school
students . These sessions included Helmet Safety, Bicycle Skills Rodeos, and “Walks
around the Block .”
26
City of Santa Monica | Alta Planning + Design
Marc Caswell, LCI
Senior Planning and Program Specialist
Marc has over a decade of experience in transportation planning in commu -
nities across California including Richmond, San Francisco, and Long Beach .
He has extensive experience creating safety messages and training curricula
for drivers and bike riders . He has personally trained thousands of Californians
how to safely share the road – whether behind the steering wheel or on two
wheels . At UCLA, his research focused on traffic safety with an analysis of
collisions across the City of Los Angeles . Marc brings his expertise in project
management, coalition-building, and civic engagement to encourage safer,
more comfortable walking and bicycling .
RELEVANT EXPERIENCE
EDUCATION
Masters in Urban
and Regional
Planning, University
of California, Los
Angeles, 2016
PROFESSIONAL
HIGHLIGHTS
Alta Planning +
Design, 2016-
City of Long Beach
Public Works
Department Traffic
Engineering,
2015-2016
Climate Resolve,
2013-2014
San Francisco Bicycle
Coalition, 2008-2013
Urban Habitat,
2006-2008
PROFESSIONAL
REGISTRATIONS
League of American
Bicyclists, Certified
Cycling Instructor
(LCI) #4088
IRVINE CITYWIDE BICYCLIST, PEDESTRIAN, AND MOTORIST SAFETY
PROGRAM, IRVINE, CA
Marc is the Project Manager for a citywide traffic safety and encouragement
campaign for the City of Irvine, California . The three-year program includes
an integrated encouragement campaign, safety messages for all modes,
and bicycle safety workshops . The outreach will work in partnership with
city staff, the police department, and schools . The project also funds bike
and pedestrian counts to evaluate the success of the campaign . This project
is expected to be complete in early 2019 .
MY FIGUEROA STREETSCAPE MARKETING AND SAFETY EDUCATION,
LOS ANGELES
Alta is developing a marketing and safety education campaign for the
Figueroa Corridor Streetscape project . The project was developed to
address concerns about vehicular access and an anticipated level of conges -
tion along the corridor once construction begins . At the request of Corridor
stakeholders, the City of Los Angeles is conducting a marketing and safety
campaign concurrent to the construction of the new bicycle and pedestrian
facilities . The objectives of the campaign will be to reduce greater conges -
tion, promote alternative modes of transportation and to increase the safety
of vulnerable road users once the protected bicycle lanes are in operation .
Marc is a Senior Planner on the project .
BICYCLIST & PROFESSIONAL DRIVER EDUCATION PROGRAM, SAN
FRANCISCO, CA*
Marc created safety training curricula for San Francisco’s bicyclists and
professional drivers for the San Francisco Municipal Transportation Agency
(SFMTA) . Marc created a one-hour bicycle safety program focusing on the
specific infrastructure and challenges of cycling in San Francisco . He also
created and implemented a 45-minute training for all new taxi drivers on
how to safely share the road with people on bike and foot . The taxi training
has since been expanded to include employee shuttle drivers and TNC
companies . Marc also supervised an update to the SFMTA’s bus operator
bicycle safety training video . Marc has personally trained over 4,000 people
how to safely share the road .
*Experience prior to joining Alta.
27
Safe Routes to School Program Expansion | Alta Planning + Design
Rodrigo Garcia-Resendiz, LCI
Planner
Rodrigo Garcia-Resendiz grew up in Mexico City where public spaces and
transportation are key elements of urban life . His passion for bicycle and
pedestrian planning comes from the close link between these two elements
and their impact on the community . With a Master of Urban and Regional
Planning, Rodrigo has research experience in the intersection of health and
urban planning, with a focus on active transportation planning, Vision Zero,
and social justice .
RELEVANT EXPERIENCE
EDUCATION
Masters in Urban
and Regional
Planning, University
of California, Los
Angeles, 2015
BS, Accounting
and Entrepreneurial
Management,
Universidad
Iberoamericana, 2010
PROFESSIONAL
HIGHLIGHTS
Alta Planning +
Design, 2015–
Data and GIS Analyst,
UCLA Luskin Center
for Innovation, 2015
Transportation Intern,
Steer Davies Gleave,
2015
Transportation Intern,
Los Angeles Council
District 11, 2014
PROFESSIONAL
REGISTRATIONS
League of American
Bicyclists, Certified
Cycling Instructor
(LCI) #5256
LOS ANGELES METRO SAFE ROUTES TO SCHOOL PILOT PROJECT
Rodrigo is the Project Planner and Safe Routes to School coordinator for
this pilot project designed to be a sustainable model for future expan -
sion . Focusing on 10 schools, this project includes school audits to identify
challenges and opportunities for walking and bicycling to school and the
creation of Pedestrian and Bicycle Travel Plans for each school . Program
elements include education, encouragement and enforcement activities to
help increase walking and biking to school .
BELL BICYCLE MASTER PLAN
Alta is developing the City of Bell’s first bicycle master plan . The plan will
help fulfill the city’s mission to provide a safe, sustainable, and efficient
transportation system to enhance health and livability . Rodrigo is contrib -
uting to the development of plan goals, need analysis, infrastructure and
programs recommendations, and strategies . He is also leading a task to
identify, map, and analyze bicycle and pedestrian collisions within the City .
Rodrigo is conducting bicycle audits with city administrators, stakeholders
and community members to identify areas of need around the city .
VERNON BICYCLE MASTER PLAN
Alta is developing the City of Vernon’s first bicycle master plan . Rodrigo is
contributing to the development of plan goals, need analysis, infrastructure
and programs recommendations, and strategies . He is also leading a task to
identify, map, and analyze bicycle and pedestrian collisions within the City .
RAIL TO RIVER INTERMEDIATE ACTIVE TRANSPORTATION CORRIDOR
HEALTH IMPACT ASSESSMENT, LOS ANGELES COUNTY
Rodrigo prepared a Health Impact Assessment of the Rail to River Intermediate
Active Transportation Corridor, which provides a baseline assessment of
the current conditions of the area and factors affecting the communities
adjacent to the proposed project in LA County, such as adult obesity rates,
childhood obesity rates, heart disease-related deaths, and diabetes-related
deaths . This HIA particularly focuses on the safety of the potential Active
Transportation Corridor’s users, especially regarding a large number of car-
pedestrian and car-cyclist collisions that the implementation of the project
could prevent due to the separation of street users along some segments
of the proposed facility . Among four potential alignments for the corridor,
the HIA determines the alternative that could generate the greatest impact
in terms of the reduction in deaths and severe injuries among pedestrians
and cyclists .
28
City of Santa Monica | Alta Planning + Design
Mandia Gonzales
Planner
Mandia graduated from Portland State University with a Master’s degree
in Urban and Regional Planning . Her experience as an intern for the Living
Street Alliance, Portland Bureau of Transportation, and the City of Wilsonville,
Oregon influenced her decision to specialize in transportation planning and
programs . Mandia supports both Alta’s Programs and Planning work, through
Individual Marketing (IM), Transportation Demand Management (TDM),
public involvement and outreach, visual communications, and research . She
believes active transportation can address issues of social equity and create
healthy and happy communities for everyone .
RELEVANT EXPERIENCE
EDUCATION
Master of Urban and
Regional Planning,
Portland State
University, 2015
BS, Regional
Development,
University of Arizona,
2012
Studied bicycle trans -
portation abroad in
Delft, Utrecht, and
Amsterdam, 2014
PROFESSIONAL
HIGHLIGHTS
Alta Planning +
Design, 2015–
Graduate Research
Assistant, Oregon
Transportation
Research and
Education
Consortium, 2014
– 2015
Graduate Research
Assistant, Portland
State University, 2013
– 2014
AICP 2015 Student
Project Award, Fourth
Plain Forward: Action
Plan for Vancouver’s
Multicultural Business
District
CALAVERAS BICYCLE & PEDESTRIAN SAFETY EDUCATION CAMPAIGN
The Calaveras Council of Governments (CCOG) will implement a campaign
targeted at motor vehicle drivers and pedestrians to address unsafe road
behaviors, while creating awareness and respect among both road users
with a special emphasis on school-aged children . The CCOG has selected the
unincorporated town of San Andreas to pilot the “Watch for Us” campaign .
Mandia is the assistant project manager for this campaign . This includes
the development of the campaign approach, goals, and design, and the
marketing plan and communications .
MAKING BEND SAFER BY DESIGN SAFETY CAMPAIGN, BEND, OR
“Making Bend Safer by Design” is the City’s community-driven approach
to making the streets of Bend safer and more comfortable for residents
and visitors . This city-wide campaign will launch in the summer of 2016 in
conjunction with a series of demonstration projects that will create tempo -
rary safety improvements on local streets that have been identified in
previous studies as dangerous . Mandia assisted with the development of the
campaign approach and was the design production manager . She devel -
oped a marketing plan, web and social media communications, and assisted
in the development of educational content .
CITY OF MEMPHIS PEDESTRIAN SAFETY CAMPAIGN, MEMPHIS, TN
The “Drive Like Your Kids Walk Here” campaign was developed in conjunc -
tion with the Memphis STP Pedestrian Sidewalk Project . The campaign was
in response to the high number of pedestrian crashes, many of which were
taking place within ¼ mile of schools . The campaign focused on improving
driver behaviors . Mandia assisted with the development of the campaign
approach, goals, messaging, and was the design production manager for
the campaign .
GO PROGRAMS, CHICAGO, IL
The Go Programs are individualized marketing campaigns aimed at helping
Chicago residents walk, bike, and use transit more often . Alta is managing this
campaign which will reach nearly 40,000 Chicago households in five neigh -
borhoods . To date, the program has reached Bronzeville, Pilsen, Edgewater,
Albany Park and Garfield Park residents with direct mail, print resources,
community outreach, and events . Mandia is the design production manager
for the Garfield Park program . She oversees the graphic design and collat -
eral production by providing guidance to the client and design staff, insures
quality of collateral pieces, and insures tasks are on schedule .
29
Safe Routes to School Program Expansion | Alta Planning + Design
Cat Cheng
Senior Graphic Designer
Cat is a graphic designer with 15 years of experience in print and brand
identity . She brings fresh concepts and thoughtful typography to print and
web for Alta’s marketing programs, and has worked on numerous projects
involving strategy, concept development, branding, design, layout, and
print production/management . Before joining Alta, she developed several
campaigns and materials for Safe Routes to School programs, map design
and production for the Cities of Portland (OR) and Vancouver (WA), and
print and web design for organizations such as the Community Cycling
Center, Bicycle Transportation Alliance, and Oregon Walks . Cat has a degree
in Architecture and Visual Communications from Washington University in
St . Louis, and her work has been featured in Communication Arts Magazine .
RELEVANT EXPERIENCE
EDUCATION
BA, Washington
University, St . Louis,
MO, 2003
PROFESSIONAL
HIGHLIGHTS
Alta Planning +
Design, 2013–
Independent
Contractor, 2007–2012
Grapheon Design,
2007–2012
Just Out
Newsmagazine,
2005–2007
Arts In Transit/Metro,
2003–2005
HEADS UP PEDESTRIAN SAFETY EDUCATION AND OUTREACH
CAMPAIGN, EUREKA
Alta worked with the City of Eureka to reduce pedestrian crashes through a
safety campaign targeted at motorists and pedestrians . Alta designed and
implemented the campaign, which included media and ad buys, targeted
messaging, and education and outreach efforts . In a citywide online survey
conducted following the campaign, two-thirds of respondents agreed that
drivers and pedestrians are more aware of each other after the campaign .
Cat handled design for this campaign from concept to completion, including
print collateral (posters, brochures, ads, banners) and web ads .
PASADENA SAFE SCHOOL ZONES CAMPAIGN
Alta developed a pedestrian safety campaign for the City of Pasadena,
focusing on the safety of school-age pedestrians and targeting unsafe
parent driving behavior . The campaign includes an overall brand, a memo -
rable slogan, and several targeted safety messages . During Walk to School
Month, Alta worked with the City to launch the campaign with outdoor
media, school communications, and collateral materials . Cat was respon -
sible for branding of this program and layout and design of collateral ad
campaign materials .
MNDOT SAFE ROUTES TO SCHOOL PLANNING ASSISTANCE, MN
Alta is assisting 40 schools in the Metro St Paul/Minneapolis area with SRTS
plans that address both engineering and program improvements . The goal
of this project is to create actionable, prioritized SRTS plans that guide
Minnesota communities in implementing infrastructure and programs to
help more children walk and bicycle to school safely . Cat designed user-
friendly maps that feature suggested safe walking and bicycling routes for
students and parents .
CALAVERAS COUNTY BICYCLE, PEDESTRIAN AND SAFE ROUTES TO
SCHOOL PLAN
The Calaveras County Bicycle Master Plan included updates to existing
conditions, needs analysis, system improvements, design and maintenance
guidelines, and implementation strategies . Cat developed a custom logo
and compelling graphic materials for print and online uses .
30
City of Santa Monica | Alta Planning + Design
EDUCATION
BS, Civil Engineering,
California Baptist
University, 2011
PROFESSIONAL
HIGHLIGHTS
City of Riverside,
Bicycle Coordinator,
2014-2016
City of Riverside,
Assistant Traffic
Engineer, 2013-2016
Webb and Associates,
Assistant Engineer,
2011-2013
R K Engineering
Group Inc .,
Engineering
Technician II, 2011
City of Riverside
Public Works in the
Traffic Engineering
Department, Intern,
2010
VENTURA COMPLETE STREETS PROJECT
Michael collaborated with the City of Ventura on a Complete Streets project .
Michael worked with the City and Neighborhood groups to provide the
design of bulb-outs that serve as traffic calming devices as well as methods
to shorten pedestrian crossings .
RIVERSIDE CITYWIDE STRIPING IMPROVEMENTS TO PROMOTE
COMPLETE STREETS*
Michael was the sole driver of Complete Street design while at the City of
Riverside, and was able to implement many standards regarding striping
and street layout that provided 40+ miles of new class II bike lanes in the city
during his tenure as the Bicycle Coordinator .
BICYCLE SHARE DEVELOPMENT FOR THE CITY OF RIVERSIDE*
Michael obtained grant funding for the City of Riverside to implement the
initial pilot project for the City bike share . He worked to develop the Request
for Proposal as well as worked with the local universities and Metrolink train
stations to plan the first locations as well as the first round of expansions .
The City plans to have the grand opening for the bike share in Fall of 2016 .
DESIGN OF CYCLE TRACKS, UNIVERSITY OF CALIFORNIA, RIVERSIDE*
Michael worked with University of California Riverside to install the first cycle
track in Riverside County . He also worked with elected officials and various
neighborhood groups to develop and implement various traffic calming
measures including traffic circles and pedestrian scrambles .
GRANT APPLICATION FOR ATP CYCLE I AND II*
Michael was an integral part of the City of Riversides successful ATP Grant
applications bringing the City 3 million dollars in pedestrian and bicycle
improvements around the City . Examples of the projects the City will be
implementing are cycle tracks, bike trail head improvements, and traffic
circles .
BROCKTON ROAD DIET AND BIKE IMPROVEMENTS*
Michael designed and implemented a Complete Street project converting
an existing 4-lane road into a 3-lane road and added 7’ bike lanes with a 2’
buffer . After implementation the City saw an increase of cyclists by 100%
and a reduction of accidents of 40% due to the new configuration .
*Experience prior to joining Alta.
RELEVANT EXPERIENCE
Michael Sampson
Senior Engineer
Michael has extensive experience in active transportation planning and
design, including traffic engineering, land developing, community outreach,
and grant writing . He is also knowledgeable in AutoCAD and Civil3D and
possesses excellent written and verbal communication skills . Prior to
working for Alta, Michael worked for the City of Riverside as an Assistant
Traffic Engineer and Bicycle Coordinator .
31
Safe Routes to School Program Expansion | Alta Planning + Design
Alejandra Garcia
Project Coordinator
Alejandra brings an extensive background in community outreach strategies,
facilitating workshops, recruitment, and project budget tracking . Alejandra
assists in project logistics, translation, community event coordination, and
organization . She is currently working on the Los Angeles Metro Regional
Safe Routes to School Program, Garden Grove Bicycle and Pedestrian
Master Plan, and the San Diego North Park to Downtown Bikeway . Alejandra
is fluent in Spanish .
RELEVANT EXPERIENCE
EDUCATION
BA, Social Science,
Minor in Managing
Diversity in
Organizations and
Multi-Cultural Gender
Studies, California
State University,
Chico, 2010
PROFESSIONAL
HIGHLIGHTS
Alta Planning +
Design, 2015–
Project Manager,
Youth Policy Institute,
2012-2015
Migrant
Paraprofessional,
Butte County Office of
Education, 2011-2012
LOS ANGELES METRO SAFE ROUTES TO SCHOOL PILOT PROJECT
Alta is leading this pilot project that’s designed to be a sustainable model for
future expansion . Focusing on 10 schools located in the City of Los Angeles,
this project includes school audits to identify challenges and opportunities
to improve walking and bicycling to school and the creation of Pedestrian
and Bicycle Travel Plans for each school . Program elements include educa -
tion, encouragement and enforcement activities to help increase walking
and biking to school . Alejandra provided support for the 2015 SRTS Regional
Summits and assisted the project manager with logistics .
GARDEN GROVE ACTIVE STREETS MASTER PLAN
Alejandra provided outreach support on this year-long study to identify
challenges and opportunities for making Garden Grove a city that encour -
ages walking, bicycling, transit use, and other active, healthy forms of travel .
PERSHING BIKEWAY, NORTH PARK TO DOWNTOWN
Alta is leading a planning study and developing engineering plans for a
2 .5-mile separated bikeway along Pershing Drive through historic Balboa
Park . This project is part of the $200 million Regional Bikeway Early Action
Program for the San Diego Association of Governments (SANDAG) . Alta is
leading community engagement, concept alternative development, preferred
concept adoption, visual renderings, engineering plan set, preliminary envi -
ronmental review and agency coordination . As the Project Coordinator,
Alejandra has provided assistance in meetings and contract administration
as well as Spanish translation for various outreach materials .
LOS ANGELES RECONNECTIONS CAREER ACADEMY, SAN FERNANDO,*
In 2012, Alejandra led a team working with Youth Policy Institute and Social
Policy Research Center to help 200 youth return to school, graduate from
high school, attain employment, and gain vocational skills . The Department
of Labor’s three-year grant helped young people from ages 16-24 in the
Northeastern region of Los Angeles to break the cycle of generational
poverty .
*Experience prior to joining Alta.
32
Safe Routes to School Program Expansion | Alta Planning + Design
EDUCATION
FiDM, Merchandising
Major, AA
PROFESSIONAL
HIGHLIGHTS
Director, Santa Monica
Spoke
Board Member,
California Bike
Coalition
Board Member, Los
Angeles County
Bicycle Coalition
Steering Committee,
Santa Monica Walks
LACBC Education
Committee
PROFESSIONAL
REGISTRATIONS
League of American
Bicyclists, Certified
Cycling Instructor
(LCI)
AWARDS
2016 National
Advocacy, Susie
Stephens Joyful
Enthusiasm Award,
Alliance of Biking and
Walking
Top Ten Finalist,
National Advocate of
the Year 2014, Alliance
of Biking and Walking
SAFE ROUTES TO SCHOOL PROGRAM LIAISON, SANTA MONICA
Over the last four years Cynthia has been the lead LCI in the development
and institutionalization of a Safe Routes to School program in Santa Monica .
This has included work on organizing the fi rst Family Bike Fest and the fi rst
Kidical Mass ride in Santa Monica which reached over 400 participants . She
has also helped develop the fi eld curriculum and taught the fi rst pilot school
classes, and is continuing to provide services and organizational develop -
ment assistance .
BICYCLE INSTRUCTION AND TRAINING PROVIDER
In 2011 Cynthia certi fi ed her knowledge built as an active cyclist through the
LCI training program and became a League Certi fi ed Instructor . Ever since,
she has regularly coordinated, organized, and taught TS101 classes, including
teaching LA County Metro sta ff at their headquarters, and to cyclists of
all ages and ability through the METRO/OTS grants, through Sustainable
Streets, and LACBC . Additionally, Cynthia created the fi rst city certi fi cation
program for pedicab operators .
LIAISON TO CITY OF SANTA MONICA ON BICYCLING
Cynthia’s work with the City has expanded to include collaboration on major
planning and outreach e ff orts including the arrival of the Expo GoSaMo
campaign . Cynthia also worked on the Michigan Avenue Neighborhood
Greenway project, which Santa Monica Spoke was awarded the Performance
Grant from the Alliance of Biking and Walking . Santa Monica Spoke has
partnered on events such as Pop-Up MANGo, stakeholder workshops and
neighborhood relations . Cynthia has also solidi fi ed the collaboration as
bicycle representative for Buy Local and business relations adding a “bike/
walk local” component to the City’s program .
RELEVANT EXPERIENCE
Cynthia Rose, LCI
Santa Monica Spoke Chair/Director
Cynthia is the co-founder of Santa Monica Spoke, a local chapter of the Los
Angeles County Bicycle Coalition (LACBC) . Through Santa Monica Spoke,
Cynthia has established a consistent and collaborative presence for bicy -
cling within the City of Santa Monica that has catalyzed the adoption of the
fi rst Bike Action Plan (November 2011) and millions in public investment . She
consulted with the City in its Bike Friendly Community application and has
also served on review panels for other applications . Through forging collab -
orative relationships with City sta ff and o ffi cials, her work has ensured that
bicycles are considered in policy, public projects and private developments .
“Destination Downtown gave me a sense of the impact in my choice to walk or
bike, encouraging me to do it on days when the weather might tempt me to
drive .”
- PARTICIPANT, DESTINATION DOWNTOWN PROGRAM LED BY ALTA PLANNING + DESIGN,
VANCOUVER, WA
REFERENCES
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transportation | recreation | innovation
35
Safe Routes to School Program Expansion | Alta Planning + Design
3) Pasadena Safe School
Zones Campaign
The goal of the Pasadena Safe School Zones
program was to improve the safety of child pedes -
trians near schools . Alta addressed these goals
with two parallel strategies: a media campaign
primarily aimed at parent drivers, and an in-school
education program to empower third-graders to
walk to school . Alta led branding, design, and
development of a high-profile media and web
campaign featuring a series of ads in both English
and Spanish with the theme “We Take Time [to
Brake for Kids, to Drive 25, etc .] .” The campaign
included 4 billboards, 9 online banner ads, 20
bus shelter ads, 16 outdoor school banners, 700
community posters, 750 bumper stickers, 10,000
temporary tattoos, and 12,000 reflective zipper
pulls .
Year: 2013
Client: City of Pasadena, Alberto Felix, Associate
Transportation Engineer, (626) 744-7662, afelix@
cityofpasadena .net
4) Santa Ana Public
Education and Bicycle Safety
Campaign
Alta developed a multi-faceted bicycle safety
marketing and education campaign in this largely
Latino Orange County community . The final
marketing campaign message asks residents
and visitors to “Travel Safe, Share the Space”
(in both English and Spanish) . The message was
distributed via bus stop shelters at 12 locations,
banners on 36 street light poles, 500 printed
brochures, and a new page hosted on the City’s
official website . The project team also conducted
in-school traffic safety assemblies at 19 local
elementary schools, led four citywide bicycle
safety rodeos, and gave away 1,000 free bicycle
helmets to Santa Ana youth .
Year: 2015
Client: City of Santa Ana , Cory Wilkerson, Active
Transportation Coordinator, (714) 647-5643,
cwilkerson@santa-ana .org
1) LA Metro SRTS Pilot Project
Alta is leading this pilot project that is designed
to be a sustainable model for future expansion .
Focusing initially on 10 pilot schools located in the
City of Los Angeles before regional implementa -
tion throughout the county, this project includes
school audits to identify challenges and opportu -
nities to improve walking and bicycling to school
and the creation of Pedestrian and Bicycle Travel
Plans for each school . Program elements include
walk and roll to school Education, Encouragement
and Enforcement activities to help increase
walking and biking to school .
Year: 2014 - ongoing
Client: Los Angeles County Metropolitan
Transportation Authority , Alice Tolar,
Transportation Planner, (213) 922-2218, tolara@
metro .net
2) Pico Rivera Safe Routes to
School
Alta worked with the City of Pico Rivera on a two-
year Safe Routes to School non-infrastructure
project . The program served all 11 elementary and
middle schools in the community . Alta managed
a full branding development project, resulting
in an appealing suite of visual materials that are
easy for parents and partners to understand and
respond to . As part of the project, Alta created
school walk and bike route maps and brochures
for each of the 11 schools, along with posters,
flyers, and branded incentives .
Year: 2013 - 2015
Client: City of Pico Rivera, Christina Gallagher,
Community and Economic Development
Department, (562) 801-2163, CGallagher@pico-
rivera .org
REFERENCES
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transportation | recreation | innovation
“Destination Downtown gave me a sense of the impact in my choice to walk or
bike, encouraging me to do it on days when the weather might tempt me to
drive .”
- PARTICIPANT, DESTINATION DOWNTOWN PROGRAM LED BY ALTA PLANNING + DESIGN,
VANCOUVER, WA
PROJECT WORK PLAN
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transportation | recreation | innovation
39
Safe Routes to School Program Expansion | Alta Planning + Design
Project Manager Kendra Bridges has over 8
years of experience managing multiple collab -
orative projects, 4 years of direct SRTS experi -
ence across diverse communities, and is a SRTS
National Course Instructor and former team
lead of the California SRTS Technical Assistance
Resource Center . Alta will draw on our local staff,
who offer LCI certification, native Spanish bilin -
gual capabilities, and certified traffic engineering
experience specific to SRTS efforts . Alta further
offers a five-person embedded graphic design
and web development department, leading to
appealing and useful documents and web tools .
Alta’s deep bench and extensive experience will
result in high quality products and the ability to
scale staff effort up during crunch times .
Teaming partner SM Spoke has the local
knowledge, bicycle safety, and SRTS program
background needed to lead the educational
components of the project . SM Spoke has built
extensive ties in the Santa Monica school commu -
nities to be served by the program, which will be
leveraged by this Program Expansion to deepen
the local active transportation culture and increase
walking and bicycling to school . For example,
SM Spoke conducted extensive educational and
event programming at McKinley Elementary in
the past school year, building deep relationships
at that school, and has also developed strong
working relationships at Grant Elementary which
will be drawn upon during this effort . Alta has
a strong working relationship with SM Spoke,
and understands the role that best suits their
strengths and the City’s needs . The Alta team is
prepared to present a high quality SRTS Program
Expansion to Santa Monica, and looks forward to
continuing the work established under the Santa
Monica SRTS Pilot Program .
Over the last few years, the City of Santa Monica
has undertaken significant efforts to improve
walking and bicycling to school for local students .
Alta Planning + Design (Alta) led implementation
of the Safe Routes to School Phase I Pilot for Santa
Monica, which engaged two middle schools and
two elementary schools between July 2012 and
September 2013 . Building on the success of the
Pilot program, the City hired a dedicated part-
time SRTS Coordinator in November 2014 .
Alta Planning + Design understands that the Safe
Routes to School Program Expansion will build on
the success and lessons learned during the pilot,
and move Santa Monica toward program sustain -
ability . To that end, we have developed a scope of
work designed to meet the goals and provide the
deliverables outlined in the Request for Proposals,
drawing upon 20 years of experience planning
and implementing Safe Routes to School (SRTS)
programs in California . For this project, Alta has
teamed with Santa Monica Spoke (SM Spoke),
an organization with the local knowledge and
program expertise to lead educational tasks and
provide targeted support throughout the project .
Expanding the SRTS program from the four
schools served during the pilot to an additional
five elementary schools will not only broaden
the reach of SRTS efforts, it will also help build
a culture of walking and bicycling to school in
Santa Monica . Developing a local culture friendly
to active modes of travel sets the SRTS program
up for long-term sustainability, as local cham -
pions are engaged and step into leadership roles,
building a strong support system for the program
past the end of grant funding . Building local
capacity to sustain the SRTS program is a key
component of this proposal; significant engage -
ment with the City SRTS Coordinator in all areas
of the program during the Expansion will help
deepen and develop the skill and institutional
knowledge already cultivated within City staff .
The Alta team is committed to delivering the Safe
Routes to School Program Expansion to the City
of Santa Monica that addresses the City’s goals,
on-time and within budget . This project will be
conducted under the supervision of Principal-
In-Charge Jessica Roberts, who has overseen
dozens of SRTS projects throughout the country,
including the Santa Monica SRTS Pilot Program .
PROJECT UNDERSTANDING
40
City of Santa Monica | Alta Planning + Design
TASK 1: EDUCATION
The Santa Monica Safe Routes to School Pilot
provides a solid foundation for the educational
component of the SRTS Program Expansion .
Utilizing materials and instruction modules
created during the pilot, the Alta team will plan
and conduct a suite of fun, engaging educa -
tional events and programs at the participating
schools . Led by SM Spoke for the task, the Alta
team will help build students’ knowledge of safe
walking and bicycling skills, while creating a fun,
celebratory atmosphere to encourage sustained
program participation .
TASK 1.1: BIKE & PED FESTIVALS
Bike and Ped Festivals will be community events
focused on spreading bicycle and pedestrian
safety knowledge while establishing a fun atmo -
sphere around walking and bicycling . Festivals
will be held at school sites, parks, or other highly
accessible public locations designated and
arranged by City staff . SM Spoke brings local
knowledge to this task, which will be supple -
mented by Alta’s extensive SRTS programming
and event experience, and bilingual League
Cycling Instructor support as needed for safety
skill education . Festivals will feature attrac -
tions such as obstacle courses, specialty bicycle
demonstrations (cargo bicycle, for example),
bicycle and/or helmet decorating, bicycling and
walking-themed games, and resource tables for
materials developed under Task 4 . Planning and
implementation of successful community SRTS
events is a key skill for staff who will sustain the
project; accordingly, the Alta team will engage the
SRTS Coordinator in key activities within this task .
Up to two Bike and Ped Festivals will be held each
program year, for a total of up to four events . For
this task, the Alta team will deliver festival plan -
ning notes in the Final Report, to include staffing
pattern, material needs, and other information
useful in planning subsequent events .
TASK 1.2: SAFE STREETS PROGRAM
ASSEMBLIES
The Alta team, led by SM Spoke, will implement
the City’s selection of New York City’s Safe Street
Program curricula at a series of school assem -
blies . This fun, contemporary curriculum allows
the SRTS program to foster safe walking and
bicycling skills through an informative, interac -
tive, and entertaining assembly . This task will
consist of up to two presentations at two schools,
accompanied by worksheets and games to
round out student learning . For this task, edit -
able versions of the presentation, worksheets and
game instructions will be provided for future use .
TASK 1.3: BIKE SAFETY SKILLS
TRAINING
During the SRTS Pilot, Alta learned that the CREST
after school program is an ideal place for bicycle
safety skills training . The CREST program format
allows in-depth classroom-based training, which
is usually not achievable within time constraints
during the school day . In our experience, using
an established program to deliver bicycle skills
instruction is an efficient way to deliver the
instruction to a larger number of participants
than might show up to a stand-alone event . SM
Spoke has experience delivering this safety skills
training in this venue, and will lead this task . For
this task, editable versions of the presentation
and any worksheets or handouts will be provided
for future use .
Task 1 Deliverables:
Ū Up to 4 Bike & Ped Festivals: Festival planning
notes (flyer in Word/PDF, notes in Word/PDF)
Ū Up to 2 Safe Streets Program Sessions at 2
Schools: presentation, worksheets, and game
instructions (PowerPoint, Word and/or PDF)
Ū Up to 6 Bicycle Skills Training Sessions at
CREST Afterschool Program (PowerPoint,
Word and/or PDF)
SCOPE OF WORK
During the 2014 Santa Monica Family Bike Fest, students
learned how to properly load bicycles onto bus racks .
41
Safe Routes to School Program Expansion | Alta Planning + Design
TASK 2: ENCOURAGEMENT
Alta, assisted by Santa Monica Spoke, will plan
and implement a host of encouragement events
to build interest and excitement around walking
and bicycling to school in Santa Monica . Showing
students and families that active transportation is
fun is a proven strategy to build momentum and
sustainability within a SRTS program .
TASK 2.1: KIDICAL MASS
The Alta team, led by SM Spoke for this task, will
plan and implement a series of quarterly Kidical
Mass family bicycle rides in Santa Monica . Kidical
Mass is an international event in which families
gather to ride safely around their communities,
sharing the joy of riding with family and friends
on bicycle . Kidical Mass events help foster an
active transportation culture within a community,
often leading participants to think more favor -
ably about walking and bicycling to school . These
events can feature safety education, helmet
or spoke card decorating, helmet fitting, and
community gathering at the end of the ride . The
Alta team will plan and host up to eight Kidical
Mass family bicycle rides, up to one ride per
quarter, during the two-year project . Local SRTS
volunteers and project partners will be engaged
to publicize and participate in the event and to
build parent chamion capacity and strengthen
program sustainability . Alta will work closely with
City staff on this task, who have been instrumental
in Kidical Mass . Alta’s graphic designers will
create beautiful and appealing posters to publi -
cize the event, and Kidical Mass will be featured
in the community-wide marketing efforts of Task
4 .4 . Planning notes will be included in the Final
Report, described in Task 7 .3 .
TASK 2.2: BIKE IT! WALK IT! BUS IT!
CELEBRATION
From our work on the Santa Monica SRTS Pilot
project, Alta understands that Bike It! Walk It! Bus
It! Is an important community institution in Santa
Monica, approaching its tenth year in 2017 . Bike
It! Walk it! Bus It! Celebrations will be coordinated
for each participating school, featuring activities
such as Bike Fix It! Days, Block Parties, Crossing
Guard Appreciation, and the Trip Logging
Campaign, described in Task 2 .3 . Leading up to
the Bike It! Walk it! Bus It! Celebrations, up to three
promotional campaigns, utilizing materials devel -
oped in Task 4, will be utilized to inspire strong
participation at each school . Planning notes will
be included in the Final Report, described in Task
7 .3 .
TASK 2.3: BIKE IT! WALK IT! BUS IT!
TRIP LOGGING CAMPAIGN
In concert with the Bike It! Walk it! Bus It!
Celebrations, the Alta team will coordinate Trip
Logging Campaigns for each participating school .
The Campaigns will serve the dual purposes of
tracking participation in active modes of trans -
portation to school, as well as instilling friendly
competition among participating students .
Students will be encouraged to track active
transportation to school, and the student in each
grade level with the most miles logged will win
recognition and a prize . Prizes will be a small
educational incentive item, as allowed under
funding guidelines . Alta currently proposes to use
the Active4 .Me system, a simple system where
The Alta team developed this Family Bike Fest event flyer for
the Santa Monica SRTS pilot project .
42
City of Santa Monica | Alta Planning + Design
value of the Health Fair itself . The strategy was
successful, as more than fifty students - roughly
three times more than the previous year - partici -
pated in the bicycle skills course . Rodeos will be
interactive, on-bike simulations allowing students
to experience “real world” traffic situations and
challenges in a controlled environment . Lesson
plans will be designed to be age-appropriate and
administered by trained safety instructors . To
allow children who did not bring a bicycle to the
event participate, SM Spoke will utilize the City’s
fleet of bikes and bike trailer for these events, as
they have done in the past . We understand that
the City has a vehicle to tow the trailer, which
should be used for this task if City staff are avail -
able to attend . In our experience, using existing
City resources is an avenue to program sustain -
ability, as resources held by the local agency
remain after the grant funding reaches comple -
tion . Alta will provide League Cycling Instructor
support for this task if needed . Planning notes will
be included in the Final Report, described in Task
7 .3 .
Lesson plans for the bike rodeos will include but
will not limited to:
Ū Safe places to ride
Ū Traffic signs and signals
Ū Rights and responsibilities of bicyclists
volunteers (potentially including student leaders)
scan a bar code as each child arrives to school; if
desired, parents can receive an email confirming
their child’s arrival . Active4 .Me is easy to use,
already optimized for SRTS programs, and offers
numerous useful features that we will take advan -
tage of . If, however, we determine that it is not
the perfect fit for our needs, Alta’s web developer
is capable of building a trip logging system; we
recently built a well-received trip logging data -
base for King County (WA) to replace an outdated
legacy system, and we would be capable of doing
the same for Santa Monica .
TASK 2.4: BIKE RODEOS
The Alta team, led by SM Spoke for this task, will
schedule bicycle rodeos at up to three community
events identified by the City, such as the Wellbeing
Festival, Bike Expo, and National Night Out . In our
experience, offering this type of programming as
part of an existing event is an excellent way to
attract increased attendance from parents who
have not already self-identified as being inter -
ested in bicycling to school . This was a successful
strategy in our Pico Rivera SRTS program; the
SRTS team elected to host the bike rodeo and
festival at an existing event, the Pico Rivera
Health Fair, to take advantage of a larger captive
audience and enhance the active transportation
The Alta team has conducted bicycle safety rodeos for numerous SRTS projects .
43
Safe Routes to School Program Expansion | Alta Planning + Design
opportunities for parents to observe and partici -
pate in bicycle skills and safety trainings were used
to help encourage them to continue education at
home . The Alta team will develop resources to
assist families with planning commutes to school
to help establish this behavior, including a Family
Travel Planning Toolkit and Parent Training Tools
to assist in promoting safe drop-off and pick-up
behaviors . The Alta team, supported by Santa
Monica Spoke, will also plan and host a Family
Bike Hub event to energize and engage the Santa
Monica community to bicycle safely to school .
TASK 3.1 FAMILY BIKE HUB
Community-wide celebrations focused on building
support for bicycling to school are a great way to
build momentum for a SRTS program . Alta will
host an expanded Family Bike Hub, supported by
SM Spoke, which will feature a number of creative
and engaging activities to get families excited
about bicycling safely to school . Planning notes
will be included in the Final Report, as described
in Task 7 .3 . Activities at the Family Bike Hub may
include:
Ū Station for families to become familiar with
bicycle parts
Ū Bicycle safety check station (staffed by local
bicycle shop such as Helen’s, Giant, Public
Bikes, or other volunteers)
Ū Helmet fitting
Ū Interactive non-traditional bicycle display
(cargo bike, bicycle blender, etc .)
Ū Bicycle safety-themed games
Ū Bicycle-themed art station
Ū Information stations with SRTS materials devel -
oped as part of SRTS Program
TASK 3.2: FAMILY TRAVEL PLANNING
TOOLKIT
The Alta team will develop a Family Travel
Planning Toolkit which will include resources to
assist parents with planning active transportation
to school for their children . The Toolkit will provide
guidance for families of varying levels of bicycle
familiarity and will include components such as:
route planning, safe bicycling attire and accesso -
ries, safer active transportation strategies, walking
school bus and bike train information, and links to
existing Santa Monica SRTS online content, such
Ū Recognition and avoidance of common bicycle
collisions
Ū Use of bike racks, bike lanes, bike paths, bike
trails
Ū Skills (stopping, balancing, braking, left
shoulder check, scanning)
Ū Explanation/simulation of traffic environment
(infrastructure)
Ū Understanding of driver behaviors
Task 2 Deliverables:
Ū Up to 8 Kidical Mass Events (poster in Word/
PDF)
Ū Up to 10 Bike It! Walk It! Bus It! Celebrations
(flyer in Word/PDF)
Ū Up to 30 Incentive Prizes for Bike It! Walk It!
Bus It! Trip Logging Winners (1 per grade per
school)
Ū Up to 3 Bike It! Walk It! Bus It! targeted promo -
tions in concert with Celebrations
Ū Up to 3 Bike Rodeos (flyer in Word/PDF)
Ū For each above event: 1 flyer per event, photos
from the event, pre- and post-event press
release, and planning notes for each event will
be provided
TASK 3: FAMILY DYNAMICS
The backbone of a successful SRTS program
is a local culture that supports active modes
of transportation to and from school . Critical
to establishing this cultural change is assisting
families with making the transition to walking
and bicycling to school . In the Pico Rivera SRTS
program, parents were invited to attend Talk the
Talk training sessions, where they learned about
the benefits of walking and bicycling to school
for their families, and how to assist children in
developing walking and bicycling habits . Parent
engagement for this effort began at existing
school site meetings, providing a safe, comfort -
able space to begin learning for parents . Similarly,
in the Santa Ana SRTS program, parents and chil -
dren were invited to participate in bicycle safety
activities together . At parent-focused trainings,
children were provided with complementary
activities to learn similar skills that parents were
learning, and at community festival type events,
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City of Santa Monica | Alta Planning + Design
as the Commute Matching Tool . Alta has devel -
oped many guides covering similar topics, which
will allow us to deliver a quality product effi -
ciently . Perhaps more importantly, many of our
SRTS leaders are themselves parents of school-
age children, and understand the challenges and
appropriate solutions for the needs of families .
For example, for the City of Vancouver (WA), Alta
developed a Family Bike Guide; Jessica Roberts
drew on her own experience as a biking parent to
provide detailed information on how to transport
children by bicycle, including discussing many
different types of child-carrying options . The
Family Travel Planning Toolkit will be delivered
as a PDF and native graphics file, along with 500
color copies with self-cover for distribution .
TASK 3.3: PARENT TRAINING TOOLS
The Alta team will develop electronic content
(PDF or content for City to post on City-hosted
website) to assist parents in developing safety
knowledge to improve student drop-off and
pick-up . Alta’s team of graphic professionals will
employ tested content strategies to make prod -
ucts which are both informative and engaging .
Training content will include safe practices for
drop-off and pick-up for drivers as well as pedes -
trians and bicyclists, walking school bus and bike
train establishment and implementation, and
information on the health benefits of walking and
bicycling to school . Parent Training Tools will be
designed as an off-the-shelf resource for parents
to access from a City-hosted website, or to be
printed by City or school staff for distribution .
Alta has rich experience in designing handbooks,
toolkits, brochures, and training materials aimed
at parents . For our 9-county Spare the Air Youth
project, for example, Alta developed a series of
detailed and beautifully-designed toolkits about
establishing a SchoolPool program, fostering a
parent champion program, considering inclusion
and creating equity in SRTS programs, and youth
leadership programs . This experience will help us
create useful and attractove tools in an efficient
way .
Task 3 Deliverables:
Ū Family Bike Hub Event: 1 flyer, photos from the
event, pre- and post-event press release, and
Planning Notes (Word)
7
Talk the Talk Parent and Guardian Trainings
Parent concerns are often a barrier to children walking
and biking to school. The Talk the Talk workshops
addressed parent and guardian concerns by introducing
them to the concept of SRTS, inviting them to participate
in activities at their school, and providing them with
information they may need to safely walk and bicycle
with their children (including rules of the road, safe street
crossing, and how to fit their children’s helmets properly).
The team presented to parents at nine of the eleven
participating schools as shown in Table 1-5 – Rivera
Middle School elected not to have a training and Burke
Middle School gave their parents the option of attending
the workshops at either Magee or Birney Elementary
Schools.
The team provided translation services at each training
for non-English speaking parents and guardians. This
proved to be critical as many people who came to the
workshops only spoke Spanish or spoke very little
English.
Parents and guardians who attended said the information
they received was valuable. The workshops were also
a good mechanism for reaching new parent/guardian
volunteers. North Ranchito, for example, found its SRTS
school team parent champion through its Talk the Talk
training.
Children had the option of attending a free bicycle skills
workshop while their parents were at the training as
both a childcare option and an incentive to participate.
The workshop not only entertained children, but also
taught them valuable bicycle handling skills and rules of
the road. The workshops included helmet fitting, bicycle
safety checks, and drills where children could practice
starting and stopping, scanning and signaling, and
turning and yielding. Children without bicycles could use
one of the several bicycles and helmets provided.
Materials used to promote and educate during the Talk
the Talk trainings are provided in Appendix C .
In Year Two - building on lessons learned in Year One -
Talk the Talk sessions were held at pre-existing school
events in order to engage a wider group of parents and
students. Although these sessions were less intimate, they
provided a venue to reach large numbers of parents and
• USE A CROSSWALK
AND THE CROSSING GUARDS:
Always cross at corners or at a marked cross -
walk where drivers expect to see you. Cross
with the crossing guard if your school has one.
• LOOK BEFORE YOU CROSS:
Look left, right, and left again before crossing a
street. Make eye contact with drivers before
stepping off of the sidewalk.
• BE VISIBLE:
Wear reflective or bright-colored clothing and
walk with one or more walking buddies.
• WALK WITH CARE:
If there is no sidewalk, walk facing traffic as far
to the side of the road as possible, but do not
weave in and out of parked cars.
Walk Safe!
Tips for Kids
• RESPECT THE ZONE:
If driving, slow down in school zones.
The safe speed may be less than 25 miles
per hour.
• SET A GOOD EXAMPLE:
Follow instructions from crossing guards.
• WATCH FOR CHILDREN:
Stop for pedestrians in crosswalks and at
unmarked intersections. Look for children
who may be crossing mid-block, too.
• BE AWARE AND ALERT:
Set aside distractions and keep an eye out
for unexpected movements by children.
• GO WITH THE FLOW:
Follow your school’s drop-off and pick-up
procedures. Pull to the curb rather than
letting kids out in the street.
• AVOID UNSAFE MANEUVERS, SUCH AS
MID-BLOCK U-TURNS.
• RESPECT THE NEIGHBORHOOD:
Park in legal spaces and avoid double
parking or blocking neighbors’ driveways.
Consider carpooling or walking/biking
to school.
SAFETY TIPS FOR
PARENTS &
GUARDIANS
• WEAR YOUR HELMET:
It’s the law: Children under 18 years old must
wear a helmet every time they ride. Check that
your helmet fits tightly on your head and is not
cracked or broken.
• RIDE PREDICTABLY:
Look for vehicles and signal to drivers which
direction you plan to go before making turns.
Ride in a straight line. Avoid the door zone,
about five feet away from parked cars.
• RIDE WITH TRAFFIC:
Ride on the right, in the direction of traffic.
Obey all signs and signals.
• LOCK YOUR BIKE:
When you get to school, lock your bike to a bike
rack inside the campus. Lock both your front
wheel and the bike frame to the rack.
Bike Safe!
Tips for Kids
Our school has crossing guards to help
children cross busy streets. Our crossing
guards are at Harrell St / Durfee Ave .
Bike racks can be found on school
grounds (see map).
To get more involved in Safe Routes at
Durfee Elementary Schoo l, contact the
Principal at (562) 801-5070 .
D U RFEE ELEMENTARY
SCHOOL
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V i s i t h t t p ://t i n y u r l .c o m /P i c o S R T S f o r s u g g e s t e d S R T S m a p s
Figure 1-3: Example Brochure (continued)
For the Pico River SRTS project the Alta team designed
custom SRTS brochures for each school with information
about walking and bicycling to school, including tips and
rules for safe behavior, parent responsibility for safe driving
behavior if they do drive to school, and crossing guard
and bicycle rack locations (if present) for each school . The
brochures were branded with the project’s graphic identity .
45
Safe Routes to School Program Expansion | Alta Planning + Design
newsletter will highlight upcoming events and
recent highlights, offer tips and tricks to help
families plan safe travel to school, and encourage
parent and community participation in the SRTS
program . For this task, Alta assumes that a plat -
form exists to deliver the newsletter electronically;
we will develop content and coordinate news -
letter distribution utilizing the existing platform . If
no such distribution tool exists, we can distribute
the newsletter through MailChimp, which offers
robust tracking tools and has introduced a new
A/B testing module that may be of use to this
program if we want to test messages or subject
lines to increase open rates .
TASK 4.2: ACTIVE COMMUTE
MATCHING TOOL
During the Pilot phase, parents expressed concern
about children walking or bicycling alone, and
interest in pairing groups of students with trusted
adults for the active trip to school . Development
of an online active commute matching tool will
allow interested parents to connect with other
families also seeking a supervised active trip to
school . Alta has identified Carpool to School
as a promising platform to host Santa Monica’s
commute matching tool; this web-based platform
will allow active commute relationships to be
built for the participating schools on a program-
branded website . If Carpool to School does not
meet the City’s needs, Alta will research and
recommend another existing platform to license .
Full development of a custom platform could be
explored as an additional task, if desired .
TASK 4.3: LAW ENFORCEMENT
ENGAGEMENT
Law enforcement is a key partners to SRTS
efforts . The cultural changes associated with a
shift from driving to school to walking and bicy -
cling to school are supported by increased educa -
tion of parents and children on proper walking
and bicycling behavior, and increased enforce -
ment of incorrect driver behavior . Working
effectively with law enforcement requires an
understanding of police department authority,
decision-making, and policies . In the Pico Rivera
SRTS program, for example, Alta successfully
worked with law enforcement by collaboratively
defining the problem to be solved; providing
Ū Family Travel Planning Toolkit (PDF and native
file, and 500 CMYK color copies of 20 page
booklet)
Ū Parent Training Tools (PDF and/or web content)
TASK 4: PROGRAM SUPPORT
The Santa Monica Safe Routes to School Program
established a strong foundation during the Pilot
phase, coordinated by the Alta team . Program
champions were identified, communication and
outreach channels established, and ongoing
programming initiated . Building from the foun -
dation set during the pilot phase and maintained
since, Alta will fortify SRTS efforts in Santa Monica
by conducting targeted outreach and marketing
using existing and new channels, assisting the
City and SM Spoke in deepening and developing
long-term relationships to sustain the program,
and developing a Marketing Plan and Program
Sustainability Plan to guide future efforts . The
focus of this task is to set the SRTS Program up for
long-term success by developing and engaging
individuals and organizations to serve in leader -
ship roles to move the program forward after the
grant-funded program comes to a close . The Alta
team has extensive experience helping develop
program sustainability, and will also draw from the
local knowledge of SM Spoke, who will serve as
advisors for this task . For example, in Pico Rivera,
Alta recruited interested parents during existing
school committee meetings to participate in
informational bicycle and pedestrian safety train -
ings; during these trainings, parent champions
were identified, and cultivated to take on leader -
ship roles to sustain the program . Alta will engage
City staff extensively across this task to assist in
development of community and parent relation -
ship networks, and helping City staff further hone
these important skills established in the early
years of the SRTS program .
TASK 4.1: QUARTERLY NEWSLETTER
Alta will utilize an existing communication tool, the
Quarterly SRTS Newsletter, to conduct outreach
to current program champions and recruit new
potential leaders . Alta’s graphic design team will
elevate the current Quarterly Newsletter to be
more visually-appealing and exciting while also
serving as an informative engagement tool . The
46
City of Santa Monica | Alta Planning + Design
in developing a Marketing Plan and campaign
for this project . We will collect existing collateral
materials and document current engagement
strategies, consulting with City staff on effective -
ness and ideas for improvement . The Marketing
Plan will build from this baseline, recommending
strategies and materials targeted to the needs
and tastes of the Santa Monica community .
The Plan will include recommendations across
multiple media, which may include:
Ū Flyers
Ū Social media
Ū Website content
Ū Radio advertising
Ū Ads on public transportation (in and on bus, as
well as benches if applicable)
Ū Banners for key community locations
Alta will provide a draft SRTS Marketing Plan to
the City, and will respond to one round of consol -
idated comments provided by the City project
manager to develop the final SRTS Marketing
Plan .
After finalizing the SRTS Marketing Plan, the Alta
team will lead implementation of a coordinated
marketing campaign following the Plan . Alta will
law enforcement with a menu of proven options;
and supporting them as they implemented the
options they selected (e .g . by creating a handout
for them to give out when doing school drop-off
warning and ticketing) . As a current partner in
the Santa Monica SRTS effort, the Santa Monica
Police will be critical to the success and sustain -
ability of the SRTS Program Expansion . The Alta
team will engage with the Police Department
(PD) to develop targeted messaging for use in PD
communications, and will establish PD participa -
tion in education and encouragement events and
activities as part of the Program Expansion . The
City SRTS Coordinator and other key staff identi -
fied will be engaged as part of this task to further
develop this important partnership and foster
deeper collaboration between the departments .
Meeting highlights will be included in monthly
status reports .
TASK 4.4: SRTS MARKETING PLAN
AND CAMPAIGN
Outreach and development of program sustain -
ability is supported by a strong marketing
campaign . The Alta team has developed
successful marketing plans and campaigns for
numerous California communities, and will draw
on the local knowledge of Santa Monica Spoke
Alta worked with the City of Pasadena to improve the safety of child pedestrians near schools . Alta led branding and design
which included the production of brochures in both English and Spanish .
47
Safe Routes to School Program Expansion | Alta Planning + Design
developed to plan for succession of the program
from an Alta-managed program to one managed
by dedicated volunteers and the City’s part-
time SRTS Coordinator . In our experience, the
longevity of SRTS programs depends greatly on
how the systems, processes, and relationships
developed are documented for replication each
year . Without having this institutional knowledge
documented, program engagement often dissi -
pates when children of key parent champions
graduate from the school . By documenting and
assessing effectiveness of each program compo -
nent, we will create a reference for future program
leaders to review when planning program activi -
ties for the year . The Report will offer assessment
of the value of each component in relation to staff
and/or volunteer hours, and list key contacts and
tools developed for each part of the program to
serve as a cheat sheet for future program leaders .
Alta will produce a draft Program Sustainability
Report for review by City staff, and will respond
to one round of consolidated comments provided
by the City project manager in producing the final
Report .
Task 4 Deliverables:
Ū Quarterly Newsletter (electronic delivery)
Ū Online Commute Matching Tool (licensed,
customized site on third party platform)
Ū SRTS Marketing Plan (one round of edits)
Ū SRTS Media Campaign (draft and final of up
to 7 materials print materials or content, print
management, ad buys)
Ū Notes on Law Enforcement Engagement to be
Included in Monthly Status Reports
Ū Program Sustainability Report (one round of
edits)
TASK 5: WALK AUDITS
We believe this is one of the most important tasks
of this work scope, as it involves both an outreach
opportunity as well as a process to identify
needed engineering improvements at each of the
city’s five participating elementary schools . Alta
has dedicated substantial staffing resources and
expertise to this effort, including certified traffic
engineers with experience in SRTS walk audits .
This task will result in a robust list of prioritized
establish contracts for material and ad produc -
tion, and will manage production and ad buys . Alta
will work with the City to determine the audience,
key messages to be conveyed, and the appro -
priate format to deliver these messages . Alta will
produce one draft proof for up to seven (7) mate -
rials . Example campaign materials include flyers,
posters, print/online ads, transit ads, and banners .
Based on client and stakeholder comments, we
will produce a final graphic file of each item . Cost
for photographer above normal event photos as
described in the proposal is not included in the
supplied budget; in our experience, using photos
of local programs make a more compelling
product for local use than professional or stock
photography . We understand that the City has
existing relationships (e .g . with Big Blue Bus) that
may allow for pro-bono or discounted ad place -
ment, which will be an excellent tool to expand the
reach of the media buys . We will provide payment
to the vendor for each media channel, which we
will include as part of our monthly invoices to the
City . Alta has created and implemented media
campaigns related to SRTS and bicycle/pedes -
trian safety for other California jurisdictions such
as Pasadena, Santa Ana, Eureka, and the City of
LA; we will draw on that experience to create a
media plan that is strategic and high-profile .
We will also work with vendors to track the effec -
tiveness of all marketing materials by keeping and
maintaining a running log of:
Ū Number of messages produced
Ū Subject of each message
Ū Number of printings for each message
Ū Total size of audience reached
Ū Total cost and/or donated value
TASK 4.5: PROGRAM SUSTAINABILITY
REPORT
Alta understands that a key goal for the Safe
Routes to School Program Expansion is to develop
long-term program sustainability . As part of Task
4, the Alta team will assess the various outreach
and engagement components, marketing strate -
gies, partner engagement, and ongoing events .
These components will be assessed for long-
term sustainability value, and recommendations
48
City of Santa Monica | Alta Planning + Design
»4 . develop a list of program improvements;
and
»5 . identify key responsible parties for
implementation .
Alta will work with the Santa Monica-Malibu
School District, and their school administra -
tions to schedule and advertise the walk audits
and identify stakeholders who should be invited .
Stakeholders may include parents, teachers,
school administrators, local neighbors, City staff,
School District staff, and law enforcement repre -
sentatives . The Alta team will develop flyers in
English and Spanish and prepare other informa -
tion for schools and the City to publicize the walk
audits through existing school communication
channels .
We have an effective process that respects stake -
holders’ limited time to participate and maximizes
the information we can gather during the short
school commute peak observation period . Alta
will prepare for the walk audits by discussing with
City and school staff to understand key issues
around each school site . This allows us to prepare
a walk audit route that is focused on the key
issue areas for each school, and develop maps
and other background materials that will help
infrastructure improvements that the City can
incorporate into ongoing maintenance, CIP, and
potential grant funding applications .
TASK 5.1: WALK AUDITS
Alta will organize and conduct a walk audit at
each of the participating schools: four walk audits
covering the five schools, two of which share a
campus . Each audit will provide an opportunity
for stakeholders to walk school routes during the
commute period to observe behavior and circu -
lation, assess infrastructure, and discuss barriers
and opportunities for improving student safety .
The focus of this task is the collection, compila -
tion and analysis of qualitative and quantitative
data and results in a Walk Audit Report that high -
lights infrastructure recommendations, and iden -
tifies potential park and walk sites . The expected
outcomes of each walk audit are:
»1 . to identify preferred walking and bicycling
streets;
»2 . identify and prioritize barriers to walking
and bicycling;
»3 . develop a list of recommended infrastruc -
ture improvements on campus and in the
public right-of-way;
Alta worked with the City of Santa Ana to develop a multi-faceted bicycle safety marketing and education campaign . The final
marketing campaign message asks residents and visitors to “Travel Safe, Share the Space” (in both English and Spanish) .
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Safe Routes to School Program Expansion | Alta Planning + Design
address these challenges and/or take advantage
of identified opportunities . Alta will provide large-
scale aerial maps of the surrounding school area
to mark up, and will document the audit through
photos, notes, and map markups .
TASK 5.2 WALK AUDIT REPORTS
After each walk audit session, Alta will assemble
all data collected and develop Walk Audit Reports
for each campus (four reports total) . Walk Audit
Reports will include Suggested Routes to School,
which describe preferred streets for walking and
bicycling . The Report will identify key barriers
to walking and bicycling, and include concep -
tual infrastructure recommendations illustrated
for each campus and in the public right-of-way
adjacent to the campus, including proposed
recommended park and walk locations . These
site-specific planning-level conceptual designs
can be used directly in grant applications to
apply for infrastructure grant funds to design and
construct the projects . Alta has assisted California
communities in writing Active Transportation
Program (ATP) grant applications worth over $50
million to date . The recommendations included
in the Walk Audit Reports will be an important
component to build future funding applications .
stakeholders to efficiently record their input .
Walk audits will be led by our Los Angeles-
based staff who have extensive local knowledge .
Alta conducted the Phase I Pilot Program for
Santa Monica SRTS, and has experience holding
successful walk audits in the community . The
audits will begin with a short training session
to review the process . This training will cover
typical Safe Routes to School concepts and how
to record input . After the brief training, we will
divide into groups to observe pre-identified audit
locations/corridors . We will provide participants
with clipboards, pens, and an audit form that
includes a checklist on one side and an aerial map
of the school zone on the other side . During the
audit, participants will observe conditions and
behaviors on school property, and along school
walking/bicycling routes to identify deficien -
cies, safety hazards and other barriers to walking
and bicycling . We will also identify existing travel
patterns around schools, including car and bus
drop off/pickup zones and vehicle and bicycle
parking areas .
After the observation period, Alta will facilitate a
discussion with participants to brainstorm infra -
structure and programmatic improvements that
Alta worked with the City of Pico Rivera on a two-year Safe Routes to School Non-Infrastructure project . Alta established the
program’s overall brand identity as well as route maps and parent brochures .
50
City of Santa Monica | Alta Planning + Design
outset and completion — we will work with each
school to determine their preferred method of
administering the tallies . In our experience, most
schools prefer to have teachers administer the
tallies because it is the least disruptive, using
standard forms and instructions provided by Alta .
Student travel tally forms and instructions will be
sent to schools and also posted online as a web-
based entry tool . The Alta team members can
visit each school to provide training and assis -
tance during a staff meeting to make sure that
teachers understand how to conduct the survey
properly, and achieve consistent results across
all participating schools . In some cases, schools
have asked Alta team members to come into
classrooms to administer surveys and we will be
available to do this if requested .
Per Caltrans requirements, the Alta team will
use the standard SRTS student travel tally form
developed by the National Center for Safe Routes
to School . Alta staff have trained staff at dozens
of school districts throughout California in effi -
ciently implementing these student tallies, which
results in a minimal time burden on school staff .
We will coordinate with the participating schools
to disseminate the tally and to establish specific
days at the beginning and end of each program
year on which the tallies will be administered .
TASK 6.2: PARENT SURVEYS
The purpose of Parent Surveys is to obtain opin -
ions and attitudes of parents (and their children)
toward bicycling and walking to school, as well as
Task 5 Deliverables:
Ū Four (4) walk audits: Maps and handouts for
each school campus
Ū Four (4) Walk Audit Reports (PDF)
TASK 6: EVALUATION
Alta views evaluation as an ongoing and inte -
gral part of our program management – a way
to track progress in meeting mode shift goals,
demonstrate program effectiveness to funders,
and equally importantly assess ongoing activi -
ties and participation to identify where adjust -
ments may need to be made . Evaluating program
performance is important not just to meet ATP
funding requirements, but in order to be able to
modify activities over the life of the program to
maximize participation and effectiveness . Alta
has extensive experience conducting, tabulating
and evaluating data for SRTS programs across
California .
The Alta team will conduct all tasks related to
conducting pre- and post- project evaluations
including the standardized student in-class arrival
and departure tallies and the parent walking and
biking to school surveys at the five schools .
TASK 6.1: STUDENT TRAVEL TALLIES
A primary form of evaluation data gathering will
be through Student Travel Mode Surveys, in which
a student’s mode of transportation to school is
tallied . The student travel tallies will be facilitated
by the Alta team at all five schools at project
Alta is managing a four-year residential TDM program in Chicago aimed at reducing the number of single-occupancy car trips
by increasing the number of trips by walking, bicycling, public transit, and shared rides . Alta developed the brand identity, and
provided design and creative direction/strategy for the program’s website and collateral materials .
GO
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Safe Routes to School Program Expansion | Alta Planning + Design
to be addressed in the final report .
Task 6 Deliverables:
Ū Draft and final Travel Tally form
Ū Draft and final Parent Survey instrument
Ū Gate Count Data in chart format (Excel)
Ū Draft and final Evaluation Report (PDF, one
round of comments)
TASK 7: PROJECT INITIATION
AND MANAGEMENT
This project requires coordination and engage -
ment among consultant team members, City
staff and project partners, volunteers and other
stakeholders, and the importance of strong
project management cannot be overemphasized .
Alta brings 20 years of experience in managing
SRTS projects that involve multiple schools and
multiple agency and community-based orga -
nizations working together to improve walking
and biking safety at schools . Alta will coordinate
efforts among the consultant team and project
partners, including efficient scheduling, effective
allocation of program resources, consistency of
messaging and teaching, and robust evaluation .
Key Elements of our project management
approach include:
Ū Proven Team Management. Alta Principal-in-
Charge Jessica Roberts has overseen dozens
of SRTS projects throughout the country,
including the Santa Monica SRTS Pilot Program .
She is adept at managing staff and subcon -
sultants in multiple offices to draw on diverse
expertise and local knowledge as needed for
each project . Project Manager Kendra Bridges
has over 8 years of experience managing
multiple collaborative projects, 4 years of
direct SRTS experience across diverse commu -
nities, and is a SRTS National Course Instructor
and former team lead of the California SRTS
Technical Assistance Resource Center .
Ū Effective Communication. We use status
reports to communicate and track action items,
requests, and outcomes from project meet -
ings, clearly identifying actions, responsible
parties, and upcoming next steps for the team
and City staff . We conduct regularly scheduled
collect more detailed information about students’
travel modes that go beyond what can be gath -
ered by the in-class student surveys . Alta will
conduct pre and post project surveys at each
school to assess the impact of the program on
parent opinion and habits .
We will use the standard National Center survey
forms to meet Caltrans requirements . The Alta
team will coordinate with the local school to
disseminate the surveys on specific dates during
the program year and develop a procedure to
collect the completed surveys . Parent surveys
will be conducted at the beginning and end of
each program year . We assume the survey will
be administered primarily online, with a limited
number of hard copy surveys provided to the
participating schools for parents who may not
have access to the internet . We will offer the
survey in both English and Spanish . The Alta team
will tabulate survey data .
TASK 6.3 BIKE IT! WALK IT! GATE
COUNTS
During Bike It! Walk It! Celebrations, gate counts
will be conducted by the Alta team, assisted by SM
Spoke for this task . Gate counts serve to assess
participation at each of the five targeted schools,
and will be compiled for each event held . The
gate counts will be summarized in chart format
and included in the Evaluation Report, described
below, to assist with performance assessment .
TASK 6.4 EVALUATION REPORT
When the program is completed, the Alta team
will analyze the collected data and prepare a
program Evaluation Report . Consistent imple -
mentation of the surveys and forms will allow data
to be compared both locally and to other state
and national programs . The Evaluation Report will
include a description of the program, the results
from the student tallies, parent surveys, and gate
counts, and a description of the programs that
were implemented . The primary findings may
include changes in number of walkers and bikers
along with estimation of safety and health bene -
fits . The report will also include recommendations
based on the evaluation findings and focused
on the program’s future sustainability . Alta will
submit the draft report to the City for review and
respond to one round of consolidated comments
52
City of Santa Monica | Alta Planning + Design
Santa Monica and any stakeholders the City iden -
tifies as critical to success of the project . The goal
of the kickoff meeting will be to:
Ū Review project goals and objectives
Ū Review scope of services
Ū Confirm project and meeting schedules
Ū Collect available relevant documents and
information
Ū Establish staff communication and coordina -
tion protocol
An agenda will be provided at least one week prior
to the kickoff meeting to the City Project Manager
and attendees designated by the City . After the
kickoff meeting, key action items will be identi -
fied, and the project schedule will be revised (if
needed) . Alta will provide meeting notes detailing
major decisions and action items resulting from
the kick-off meeting within one week .
TASK 7.2: PROJECT MEETINGS
Overall project management will be provided by
Alta, with Kendra Bridges managing the scope of
services delivery and personnel, SM Spoke deliv -
ering educational programming described in Task
1, and Alta staff based in Los Angeles coordinating
encouragement and program support activities .
Alta’s Project Manager, Kendra Bridges, will be in
regular contact with the City to coordinate staff,
keep parties informed of project efforts, and seek
input on key decision points; we propose monthly
meetings by phone/webinar to accomplish this
task .
Since this project is designed to expand an existing
program and build program sustainability, effec -
tive project management will be key to success .
As such, we propose to hold twice-monthly prog -
ress calls with the project team, including key
Alta and Santa Monica Spoke staff, to coordinate
project logistics and discuss upcoming events and
deliverables . Alta will provide an agenda at least
48 hours prior to the meeting, and will provide a
summary of decisions, action items, and assign -
ments within 48 hours of the meeting . Alta will
also submit monthly invoices and written status
reports detailing work to date completed on the
project to keep the City updated and informed,
to include budget tracking and progress toward
deliverable completion .
meetings to keep the project on track and
keep open lines of communication between all
project partners and City staff .
Ū Collaborative tools. We utilize shared online
tools to track events in a consistent manner,
with an eye toward the final evaluation . For
example, on the Rialto Citywide SRTS Program,
Alta is utilizing a shared Google Drive Folder
which includes outreach and contact tracking,
flyers and other materials, meeting notes, and
progress reporting documents . All documents
are accessible by Alta, subconsultants, and the
City Project Manager, which allow City staff to
check progress at any time using the docu -
ment link, and for Alta to run interim reports
for ongoing meetings .
Ū Quality Control. Alta employs a three-tier
quality control program, including review of
all materials by the Project Manager, major
deliverables by the Principal-in-Charge, and a
peer reviewer prior to sending to the City . Alta
Project Manager Kendra Bridges will serve as
the main point of contact for the City Project
Manager, and will review and perform a quality
control check on any program products of
subconsultants before submission of work
products to the City to maintain quality and
consistency throughout the project . Lines of
communication will flow from subconsultants
through Alta to the City .
Ū Capacity Building. The true measure of a
successful grant-funded SRTS program is if
the program is sustainable after the consul -
tant contract runs out . We have structured our
project management approach to build local
capacity, resulting in a set of documents that
the City will be able to use during the ongoing
delivery of SRTS programs . The Evaluation
Report and Final Report will be valuable
resource materials for City staff and any volun -
teer leaders to build on the successes of the
SRTS program in future years .
TASK 7.1: KICKOFF MEETING
The Alta team will prepare a plan of action and
schedule for implementing the Safe Routes to
School Program Expansion . To begin this process,
we will hold a kickoff meeting at the start of the
project with representatives from the City of
53
Safe Routes to School Program Expansion | Alta Planning + Design
and a reference guide the City of Santa Monica
can use to sustain the program moving forward .
Alta’s graphic design team will make the report
a beautiful document to showcase the SRTS
Program Expansion through program event
photographs and material samples . Alta will
submit the draft report to the City for review and
respond to one round of consolidated comments
to be addressed in the final report .
Task 7 Deliverables:
Ū Project kickoff meeting: Agenda and meeting
notes
Ū Monthly coordination calls with City staff:
Agenda and meeting notes
Ū Twice monthly progress calls with project team:
Agenda and meeting notes
Ū Monthly status reports and invoices
Ū Debrief meeting: Discussion Framework by
email one week prior to meeting
Ū Final Report (PDF, one round of comments)
TASK 7.3: DEBRIEF MEETING AND
FINAL REPORT
At the end of the project the Alta team will hold
a debrief meeting with City staff to discuss the
results of the Safe Routes to School Program
Expansion . Prior to the Debrief Meeting, Alta will
develop a discussion framework to effectively use
the debrief meeting to gather program expansion
successes, challenges, lessons learned, and idea
for program sustainability . Key questions will be
distributed at least one week prior to the meeting
to help participants prepare comments . At the
debrief meeting, we will document the discussion
of lessons learned and next steps for program
sustainability . Following the meeting, Alta will
draft into a Final Report for the SRTS Program
Expansion, to include work completed and the
processes used, evaluation of the expansion as
documented in the Evaluation Report, lessons
learned and challenges to address . The goal of
the Report is to provide evaluation, documenta -
tion and analysis of the SRTS Program Expansion,
The Year-End Report developed by Alta for the Alameda County Safe Routes to Schools
Program covers programming undertaken during the school year .
54
City of Santa Monica | Alta Planning + Design
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“Destination Downtown gave me a sense of the impact in my choice to walk or
bike, encouraging me to do it on days when the weather might tempt me to
drive .”
- PARTICIPANT, DESTINATION DOWNTOWN PROGRAM LED BY ALTA PLANNING + DESIGN,
VANCOUVER, WA
APPENDIX: ADDITIONAL FORMS
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transportation | recreation | innovation
57
Safe Routes to School Program Expansion | Alta Planning + Design
RFP ADDENDA
1
September 28, 2016 RFP: #88
ADDENDUM #1
Safe Routes to School Program Expansion
1.Please complete and submit this form as pa rt of your bid packet. Failure to
comply may result in disqualification of a bid.
1. Task 1 deliverables: 4 bike festivals per year, per school or total?
a.4 throughout the duration of the project
2. Task 2: is the pilot program referenc ed documented and us that info available?
a.Attached is a summary
“Ques_resp_atchmnt_SRTS_pilotS ummary.doc” of the pilot
program.
3. Task 2: for the trip-logging competition, is there an exis ting system in place or is
the contractor to dev elop and implement one?
a.Currently there is not one in pl ace. The contractor would be
responsible for developing and implementing one.
4. Task 2: by quarterly rides, do you mean ev ery 3 months, 8 total, or some other
guide?
a.Quarterly as in 4 per year – i.e. 1 per season (Spring, Summer, Fall,
Winter)
5. Task 2 deliverables: are the 3 bike r odeos in addition to the 4 mention in the
description for a total of 7?
a.Yes, the 3 “rodeos” are in additi on to the 4 “bike festivals”. We
envision the rodeos to be primar ily focused on teaching youth bike
skills and safety and the bike festivals to include an array of other
bike related activities (i.e. cargo bike demos, bike decorating, demos
such as watermelon drops, obstacle courses, etc.)
6. Task 4 deliverables : does the "online matcher" exist or us the contractor
responsible for identifyi ng and/or creating a system?
a.The contractor would be responsible for identifying and/or creating a
system.
Purchasing Section
1717 Fourth Street, Suite 250
Santa Monica, CA 90401
Telephone: 310-458-8281
Fax: 310-393-6142
58
City of Santa Monica | Alta Planning + Design
2
7.Task 4 deliverables: for the SRTS campaign is the cost of the media buys to be
covered by this grant or other funding sources? If by the grant what kind if
support will the City play and what types of quantities and frequencies should we
plan for?
a.Cost of media buys is to be covered by this grant. The City will work
with partners (i.e. Big Blue Bus, Resource Recovery & Recycling, etc.
to adhere discounted ad space). Fre quencies of ads is subjective/ at
discretion of the contractor. Idea lly the campaign would coincide
with Bike It! Walk It! and/or be ge neral safety messages pertaining to
the Safe Routes to School program.
____________________________
COMPANY
____________________________
ADDRESS
____________________________
CITY-STATE-ZIP CODE
____________________________
PHONE NUMBER
____________________________
FAX NUMBER
A lta Planning + Design, Inc.
617 W. 7th Street, Suite 505
Los A ngeles, CA 90017
(213) 489-7443
59
Safe Routes to School Program Expansion | Alta Planning + Design
NON-DISCRIMINATION POLICY ACKNOWLEDGMENT
17
City of Santa Monica
Non-Discrimination Policy Acknowledgment
A. Discrimination.
Discrimination in the provision of services may include, but not be limited to the following:
(a) Denying any person any service, or benef it or the availability of a facility.
(b) Providing any service, or benefit to any person which is not equivalent, or in a non-
equivalent manner or at a non-equivalent time, from that provided to others.
(c) Subjecting any persons to segregation or separate treatment in any manner related to the
receipt of any service.
(d) Restricting any person in any way in the enjoyment of any advant age or privilege enjoyed
by others receiving any service or benefit.
(e) Treating any person differently from other s in determining admission, enrollment, quota,
eligibility, membership, or any other requirement or condition which persons must meet in
order to be provided any service or benefit.
(1) Consultant shall take affirmative action to ensure that intended beneficiaries of this Agreement
are provided services without regard to race, color, religion, national origin, ancestry, sex, age,
sexual orientation, marital status, AIDS or disability.
(2) Consultant shall further establish and maintain written procedures under which any person
applying for or receiving services hereunder, may seek resolution from Consultant of a
complaint with respect to any alleged discrim ination in the provision of services by
Consultant's personnel.
At any time any person applies for services under this Agreement, he or she shall be advised
by Consultant of these procedures. A copy of these procedures shall be posted by Consultant
in a conspicuous place, available and open to the public, in each of Consultant's facilities
where services are provided hereunder.
B. Non-discrimination in Employment
(1) Consultant certifies and agrees that it will not discriminate against any employee or applicant
for employment because of race, color, religion , national origin, ancestry, sex, age, sexual
orientation, marital status, AIDS or disability in accordance with the requirements of City, State
or Federal law. Consultant shall take affirmative action to ensure that qualified applicants are
employed, and that employees are treated during employment, without regard to race, color,
religion, national origin, ancestry, sex, age, sexual orientation, marital status, AIDS or
disability, in accordance with the requirements of City, State and Federal law. Such shall
include, but not be limited to, the following:
(a) Employment, upgrading, demotion, transfer, recruitment or recruitment advertising, layoff
or termination, rates of pay or other forms of compensation.
(b) Selection for training, including apprenticeship.
60
City of Santa Monica | Alta Planning + Design
18
(2)Consultant agrees to post in conspicuous places in each o f Consultant's facilities pr oviding
services her eunder, available and open to employees and applicants for employment ,
notices setting forth the provisions of this non-discrimination policy.
(3)Consultant shall, in all solicitation s or advertisements for employees placed by or on behalf of
Consultant,state that all qualified applicants will receive consideration for employment without
regard to race, color, religion, national origin, ancestry, sex, age, sexual orientation, marital
status, AIDS or disability, in accordan ce with the r equirements of City, State or Federal law.
(4)Consulta nt shall send to each labor union or representative coworkers with which it has a
collective bargaining agreement or other contract or understan ding a notice advising the labor
union or workers' representative of Consultant's commitments under this non-discrimination
policy.
(5)Consulta nt certifies and agrees that it will deal with its sub-consultants, bidders, or vendors
without regard to race, color, religion , national origin, ancestry, sex, age, sexual orientation,
marital status, AIDS or disability, i n accordance with the requirements of City, State and
Federal law.
(6)In accor dance with applicable State and Federal law, Consultant shall allow duly authorized
representatives of the County, State, and Federal government access to its employment
records during regular business hours in order to verify compliance with this non-
discrimination policy. Consultant shall provide other information an d records as the
representatives ma y require in order to verify compliance with this non-discrimination policy.
(7)If City finds that any of the provisions of this non-discrimination policy have been violated, the
same shall constitute a material breach of agreement upon which City ma y determine to
cancel, ter minate, or suspend this Agreement. While City reserves the right to determine
independently that this nondiscrimination policy has been violated, in addition, a deter mination
by the California Fair Employment and Housing Commission or the Federal Equa l
Employment Opportunity Commission that Consultant has violated State or Federal non-
discrimination laws shall constitute a finding by Ci ty that Consul tant has violated the provisions
of this non-d iscrimination policy.
(8)The parties agree that in the eve nt Consultant violates any of the non-discrimination policie s
set forth her ein, City shall be entitled, at its option, to the sum of five hundred dollars ($500)
pursuant to Civil Code Section 1671 as liquidated damages in lieu of canceling, term inating
or suspending this Agre ement.
(9)Consultant hereby ag rees that it will comply with Section 504 of the Rehabilitation Act of 1973,
as amended (29 U.S.C. 794), all requirements imposed by applicable F ederal Regulations,
and all gu idelines and interpretations issued pursuant thereto, to the end that no qualified
disabled per son shall, on the basis of disabi lity, be excluded from participation in, be denied
the benefits of, or otherwise be subjected to discrimination under any program or activity of
the Consultant receiving Federal Financial Assistance.
___________________________________ ____________________________________
Signature/Date Name of Proposer
10/3/2016 Alta Planning + Design, Inc.
61
Safe Routes to School Program Expansion | Alta Planning + Design
NON-COLLUSION AFFIDAVIT
19
NON-COLLUSION AFFIDAVIT TO ACCOMPANY
PROPOSALS OR BIDS
STATE OF CALIFORNIA }
COUNTY OF LOS ANGELES }
, being first duly sworn, deposes, and says: that He/She is:
(Insert “Sole Owner,” “A Partner”, “President,” “Secretary,” or other proper title)
of
(Insert name of proposer)
Who submit s herewith to the City of Santa Monica t he attached proposal; that He, She, It, or They is (are)
the person(s) whose name(s) is (are) (strike out words not appropriate) signed to the hereto attached
proposal; that said proposal is genuine; that the same is not sham or collusive; that all statements of fact
therein are true; that such proposal was not made in the interest or on behalf of any person, partnership,
company, association, organization or cor poration not therein named or disclosed.
Affiant further deposes and says: that the proposer has not directly or indirectly by agreement,
communication or conference with anyone attempted to induce action prejudicial to the interests of the
public body which is to award the contract or of any other proposer, or anyone else interested in the
proposed contract; that the proposer has not in any manner sought by collusion to secure for himself,
herself, itself, or themselves, an advantage over any other proposer. (strike out words not appropriate)
Affiant further deposes and says that prior to the public opening and recording of proposals the said
proposer:
(a)Did not, directly or indirectly, induce or solicit anyone else to submit a false or sham
Proposal;
(b)Did not, directly or indirectly, collude, conspire, connive or agree with anyone else that said
proposer or anyone else would submit a fals e or sham proposal, or that anyone should
refrain from proposing or withdraw his/her proposal;
(c)Did not, in any manner, directly or indi rectly, seek by ag reement, communication or
conference with anyone to raise or fix any overh ead, profit or cost element of his, her, its,
their price, o r of that of an yone else; and
(d)Did not, directly or indirectly, submit his, her, its, or their proposal price or any breakdown
thereof, or t he contents thereof, or divulge information or data relative thereto, to any
corporation,partnership, company, association, organization, depository, or to any member
or agent thereof, or to any individual or group of individuals, except to the awarding
authority or to any person or persons who have a partnership or other financial interest with
said proposal in his, her, its, or their business. (strike out words not approp riate)
I declare under penalty of perjury that the foregoing is true and correct.
____________________________ _____________________________
Signature/Date Name of Proposer
Brett Hondorp
Vice President
Alta Planning + Design, Inc.
Alta Planning + Design, Inc. 10/3/2016
62
City of Santa Monica | Alta Planning + Design
CERTIFICATION REGARDING DEBARMENT, SUSPENSION, PROPOSED DEBARMENT, AND OTHER RESPONSIBILITY MATTERS
20
CITY OF SANTA MONICA
CERTIFICATION REGARDING DEBARME NT, SUSPENSION, PROPOSED DEBARMENT,
AND OTHER RESPONSIBILITY MATTERS
This certification must be completed for y our proposal to be considered.
The undersigned certifies, to the best of his or her knowledge and belief, that:
1)The Bidder and/or any of its Principals, contract ors, subcontractors and sub recipients are not
presently debarred, suspended, proposed for debarment, or declared ineligible for the award of or
voluntarily excluded from participating in contract s by any Federal agency and are not presently on
the Excluded Parties List System (EPLS) or being considered for the EPLS OR ineligible to wo rk
on contracts for violation s of California Labor Code Sections 1 777.1 or 1777.7;
2.) “Principals,” for the purpose of this certification, means officer; directors; owners; partners; and,
persons having primary management or supervisory responsibilities within a business entity (e.g.,
general manager; plant manager; head of a subsidiary , division, or business segment, and similar
position). ;
3.) The Bidder also certifies that if awarded a contra ct it shall provide immediate written notice to the
City of Santa Monica if, at any time, the Bidder learns that its certification was erroneous when
submitted or has become erroneous by reason of changed circumstances;
4.) A certification that any of the items in this prov ision exists will not necessarily result in withholding
of an award under this solicitation. However, the certification will be considered in connection with
a determination of the Bidder’s responsibility. Failure of the Bidder to furnish a certification or
provide such additional information as requested by City of Santa Monica may render the Bidder
non-responsive;
5.) Nothing contained in the foregoing shall be construed to require establishment of a system of
records in order to render, in good faith, the certification required by this provision. The knowledge
and information of an Bidder is not required to exceed that which is normally possessed by a prudent
person in the ordinary course of business dealings; and
6.) The certification of this provision is a material representation of fact upon which reliance was placed
when making award. If it is later determined that the Bidder knowingly rendered an erroneous
certification, in addition to other remedies available to the City, the City of Santa Monica may
terminate the contract resulting from this solici tation for default and pursue any other available legal
remedies.
By signing below, I declare under penalties of perjury that the forgoing certifications and assurances, any
other statements made by me are true and correct.
Name (printed): _______________________________ Title: ___________________________
Signature: ______________________________________ Date: ____________________
Name of Company: __________________________ RFP No. : ____________
Brett Hondorp Vice President
October 3, 2016
Alta Planning + Design, Inc.88
Reference:
Agreement No. 10389
(CCS)