SR 03-22-2022 3A
City Council
Report
City Council Meeting: March 22, 2022
Agenda Item: 3.A
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To: Mayor and City Council
From: Edward F King, Director, Mobility (DOT)
Subject: Award Request for Proposal #290 and enter into Agreement with Steer for
Administration of Transportation and Outreach Services for the Santa Monica
Transportation Management Organization
Recommended Action
Staff recommends that the City Council:
1. Award RFP #290 Santa Monica Transportation Management Organization to
Steer, a Los Angeles-based corporation, for the provision of professional
services for the operation of a city-wide Transportation Management
Organization;
2. Authorize the City Manager to negotiate and execute an agreement with Steer in
an amount not to exceed $750,000 for three years, with two additional one-year
renewal options of $250,000, for a total amount not to exceed $1,250,000 for a
total of five years, with future year funding contingent on Council budget
approval; and
3. Authorize budget changes as outlined in the Financial Impacts & Budget Actions
section of the report.
Summary
Santa Monica’s Transportation Management Organization (TMO) advances the
community’s mobility goals by promoting more sustainable and active transportation
options like biking and walking while reducing pollution from traditional vehicles. The
opening of the Expo (now renamed E) Line, coupled with updates to the City’s
Transportation Demand Management Ordinance, served as the catalyst for establishing
the TMO in 2016. Steer was selected to manage the City’s TMO after a competitive
RFP process and, since that time, has successfully provided services for Santa Monica
employers, residents, and visitors.
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Since the launch, the transportation landscape has seen dramatic shifts. The first major
shift was the introduction of new options like shared use mobility, on-demand transit
services, and corporate shuttles. The second and more recent shift has been
widespread change in travel behaviors associated with the COVID-19 pandemic
(increase in telework and decrease in transit, carpooling, biking, and walking) coupled
with quickly rising gas prices and renewed demand for transit, carpooling, biking and
electric bicycles and automobiles). In this rapidly changing landscape, it is necessary to
have a public-facing outreach and engagement resource to increase awareness and
assistance for those traveling to, from, and within Santa Monica. As a representative
membership organization of employers, residents, and other stakeholders, the TMO
works with the City to align efforts to achieve the City’s established trip reduction
targets.
Discussion
Transportation Management Organizations (TMOs) are a popular mechanism for
cities, businesses, residents, and local stakeholders such as bike and pedestrian
groups to collaborate on developing, delivering, marketing, and promoting
transportation solutions. Typically, TMOs are public/private partnerships that
complement the regulatory and enforcement body (City) by providing outreach and
customer service to employers, employees, and residents trying to shift away from
single occupancy vehicles (SOVs) as the primary mode for commuting. The primary
mission of most TMOs is to coordinate with local businesses, employees, and public
agencies to enhance access and mobility for the stakeholders they represent.
In June 2015, the City’s Transportation Demand Management Ordinance was
updated to include higher vehicle trip reduction standards for employers and
developers. Achievement of trip reduction standards is evaluated by measuring the
number of employees arriving at the worksite in relationship to the number of
vehicles arriving at a worksite, referred to as Average Vehicle Ridership (AVR). AVR
is captured through annual commute surveys as outlined in the TDM Ordinance.
Initially the citywide AVR target was 1.5, but with the introduction of the Expo
(renamed E) line, the targets were increased and now range from 1.6 - 2.2, based on
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proximity to transit. To help employers and developers attain the increased AVR
targets, the City entered into a contract with Steer in January 2016 to develop and
activate a citywide Transportation Management Organization (TMO).
Since 2016, Steer has successfully built relationships and worked with more than 150
Santa Monica employers, trained 80 Employee Transportation Coordinators, and
distributed over 1,000 TAP cards. The TMO worked with employers to shift the way
their employees commute to work from 63% of employees traveling in single
occupancy vehicles to 59% of employees traveling in single occupancy vehicles by
year three (FY18/19) and to 42% by the end of year four (FY19/20). Due to shelter at
home orders during the COVID-19 pandemic, there was a substantial increase in
teleworking at the end of FY19/20 which impacted commute patterns (the drop in
drive alone trips from 59% to 42% was coupled with an increase in telework from 4%
to 18%).
In addition to providing employee-focused services, the TMO developed and
distributed more than 370 New Resident Welcome Packets as part of an outreach
pilot program to influence and encourage more multi-modal transportation usage.
The packets were distributed to new residents of downtown apartments and included
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a pre-loaded TAP card for regional public transportation and information about last-
mile shared mobility options such as bikes and scooters.
While TMO engagement efforts such as educational programming, workplace events,
trainings and technical assistance yielded a reduction in SOV trips throughout the City
of Santa Monica, there has been a marked increase in drive alone trips by employers
with staff who commuted in 2020. Table 1 shows the shifts in drive alone mode splits
for several local employers who continued to work in person. As employers and
employees establish return to work and hybrid work patterns and employees grapple
with increasing gas prices, the TMO will be instrumental in facilitating a return to
sustainable and affordable commute behaviors.
Table 1: 2016-2020 Large Employer Drive Alone Mode Split during the AM Commute
Period
Employer 2016 2017 2018 2019 2020
Snyder-Diamond 75% 46% 44% 50% 57%
Pacific Park 38% 32% 30% 30% 48%
Providence Saint John's Hospital 64% 50% 55% 53% 68%
Whole Foods (2201 Wilshire) 44% 60% 39% 43% 80%
In May 2021, the City published a request for proposals for continued TMO services and
received one proposal. While no other proposals were received, staff did hear from
transportation consultants that they would not be submitting a proposal because Steer
is currently providing TMO services for a significant number of jurisdictions in Southern
California (see Attachment A for regional TMO services provided by Steer). With 90% of
Santa Monica’s workforce living outside of the City boundaries, Steer is uniquely
situated to leverage their regional perspective and create greater opportunities for policy
and programmatic alignment to meet regional SOV reduction goals.
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In November 2021, the City’s internal auditor, Moss Adams, presented their
recommendations of the Mobility Division review, which suggested that staff “revise
the contract with the TMO to define performance measures that align with City goals
and better leverage the TMO Advisory Committee to achieve objectives.” In response
to the audit recommendations, City Staff and the TMO are modifying and enhancing
performance measures that will be reported on a quarterly and annual basis. Staff will
also work with key stakeholders to refine the governance structure of the Advisory
Committee, which was another Moss Adams recommendation.
Key Performance Metrics for the TMO will be determined at the beginning of each
contract year with input from City staff and the Advisory Committee and will cover:
• Activities (quantification of the TMO employer program marketing and
outreach efforts)
• Awareness (indicators that assess exposure and understanding of the City’s
TDM Ordinance and TMO programming directed at promoting access to non-
SOV transportation modes)
• Participation (increased participation in the employer program and related
events aimed to facilitate use of non-SOV transportation modes)
• Impacts (measuring shifts from drive alone trips to non-SOV modes).
Members of the 26-member advisory committee serve permanent or two-year terms
depending on the position. The committee structure includes six organizations with
developer agreements (Employer and Residential); six employers (three large, two
small, one hotel); three local business organizations; three resident/advocacy
organizations; three mobility service providers including Big Blue Bus and LA Metro;
four non-Big Blue Bus City staff representatives from the Mobility division, Economic
Development, and Office of Sustainability and the Environment; and a Santa Monica
Malibu Unified School district representative.
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With the reopening of the State’s economy, local and regional traffic volumes are
reaching pre-pandemic levels. A robust regional transportation network coupled with
education and outreach is essential to providing equitable and inclusive multi-modal
transportation access for the City’s diverse workforce. As the local economy rebounds
from the challenges brought on by the pandemic, employers’ ability to attract and retain
staff is key to Santa Monica remaining a desirable place for people to live, work and
play. Now, more than ever, the commute plays a significant role in attracting and
retaining employees and the TMO will lead the City’s efforts to improve employee
commutes and support sustainable travel by residents and visitors.
Past Council Actions
Meeting Description
1/26/2016
(Attachment B)
Council authorized the City Manager to execute a contract
with Steer for the development and activation of a Santa
Monica Transportation Management Organization.
Consultant Selection
The City undertook a competitive process, publishing a Request for Proposals (RFP).
In accordance with City Charter and Municipal Code provisions, staff published the
Request for Proposals on the City’s Online Bidding Site.
Best and Only Bidder Steer
Submittals Received Selection Criteria
Steer $250,000 Municipal Code SMMC 2.24.190
Evaluation Criteria
Experience & expertise: Multi-year partnership with Steer as part of
relationship-building with City staff and local employers.
Comprehensive design of materials and marketing for programs and
incentives to support multi-modal transportation options for daily
commuting. Demonstrated value in regional synergies with different
municipalities, close collaboration, and institutional knowledge of
Santa Monica TDM programs. The proposals were evaluated based
on the criteria in SMMC 2.24.190, including experience, references,
work plan and timelines, project team, price, sample marketing
materials, and flexibility and responsiveness of the proposal.
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RFP Data
Date Posted Posted On
Advertised In
(City Charter & SMMC)
Vendors
Downloaded
Date Publicly
Opened
05/17/2021 City's Online
Bidding Site Santa Monica Daily Press 25 06/11/2021
Justification to Award
Steer is recommended as the best bidder because they demonstrated a clear understanding
of the scope of services, met the City’s cost requirements, and leverage strong experience
through providing related services in Southern California including Burbank, Glendale,
Warner Center, and San Diego.
Financial Impacts and Budget Actions
Staff seeks authority to approve funding from the Transportation Management Plan
Special Revenue Source Fund to award a three-year agreement with Steer. These
funds are collected from employers and developers subject to the City’s Transportation
Demand Management Ordinance, and funding is available in account 10.365501
Transportation Management Program. A budget appropriation of $250,000 is required
from account 10.365501 to account 10600002.550010. Future year funding is
contingent on Council budget approval.
Agreement
FY 2021-22 Budget Request
Amount
FY 21/22 Budget
Department Account #
Total Contract Amount
$250,000 10600002.550010 $750,000
Prepared By: Colleen Stoll, Transportation Demand program Manager
Approved
Forwarded to Council
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Attachments:
A. Steer Southern California TMO Scopes
B. Staff Report for 2016 Award of TMO Contract (Web Link)
C. 2016 Fully Executed TMO Contract
D. 2018-2019 TMO Annual Report
E. GoSaMo TMO Annual Report Year 4
F. Steer Oaks Initiative
G. Written Comments
H. PowerPoint Presentation
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Program Area Served Structure Workforce
Population
# Employers/
Developments Served
Annual Budget Services TDM Ordinance/
Reporting Requirements
GoSaMo
TMO
City of Santa
Monica
Funded by the City of Santa
Monica and freely available to all
employers with 50+ employees,
as well as all others who live or
work in the City. The TMO also
serves visitors.
90K 85 employers actively
engaged.
~400 employers are
eligible to request
services
$250K • Employer assistance with SM TDM Ordinance compliance (surveying and
ERP submission)
• ETC (and individual) education through webinars, Lunch & Learns, and
sustainable mode rides
• Sustainable mode outreach and engagement but in-person and online.
Online engagement channels include bi-monthly newsletters, Twitter and
LinkedIn
• Try transit promotions, TAP card give aways
• Custom on-site events for employers and employer and resident
engagement through: Bike it Walk it events, Bike to Work Day, Coast, and
other events throughout the year.
• New Resident Packets
• Facilitation of the GoSaMo Achievement Awards to recognize employers
All employers with 50+ employees are required to submit an
ERP.
Employer participation is voluntary and the TMO works to
actively engage employers.
The TMO reports on the employers that are engaged
annually and the shift in their AVR every year
iCommute
Program
San Diego region Funded by SANDAG and freely
available to all employers with
250+ employees
500K 351 employers (active) $1.2 million • Bike Education Services; Carpool and Vanpool Formations; Try Transit;
Telework Assistance Program; Management of Bike Week, Rideshare
Week/Clean Air Day, and Diamond Awards; Support for other regional
projects.
None. All program participation is voluntary. Each Steer staff
member is responsible for 50 employer/year.
Go
Glendale
City of Glendale Membership 96K 16 $95k • Liaison to City of Glendale, Metro, AQMD and Chamber on transportation
issues;
• Custom on-site events, all-members meetings and bike workshops;
• Engagement, promotions and gifts (I.e. transit tickets & bike starter kits
for new riders who join the Commuter Club/Downtown Neighbors Club);
• Info displays and commuter information/ monthly newsletters;
• Assistance with Rule 2202 and City of Glendale’s TDM ordinance
compliance / annual AVR survey support
Yes, Glendale’s TDM ordinance requires new residential
developments with 100+ units or mixed use developments
with 50+ units (or 25,000+ sq ft. of non-res area) to join the
TMA, implement trip reduction strategies and submit annual
TDM plans to the City. Applies to new developments in the
Downtown Specific Plan zone.
Employer membership is voluntary, but membership
benefits our employer members as we help augment their
trip reduction programs for compliance with AQMD Rule
2202.
Burbank
TMO
Media District,
Downtown,
Airport areas
Membership 150K 77 $193k • Regulatory support (liaison with the City and AQMD to fulfill annual AVR
survey and ETC training)
• Programs, incentives and events (custom on-site events, Commuters of
Burbank meetings, lunch and learns, Bike Month events and raffle prizes;
assistance with transit agency subsidies and programs)
• Commuter information and personalized commute assistance
(information displays, biweekly newsletters, commuter alerts)
• Advocacy and information for transportation issues and projects affecting
Burbank commuters
Yes, employers in the Media District and Downtown Burbank
Specific Plan Areas with 25 or more employees are required
to reduce their evening peak period automobile travel by
38%, reaching an Average Vehicle Ridership (AVR) of 1.61.
Each year, employers are required to join a TMO, survey
their employees to determine their AVR and report their
efforts to reduce employee trips.
Others large-scale developments in the airport area are also
subject to these requirements via their development
agreements.
Warner
Connects
Warner Center
(Los Angeles)
Membership 65K 8 (2 occupied sites, 6
unoccupied)
~$170k • Quarterly Newsletter
• Employee Transportation Coordinator (ETC) Education
• New Resident/Employee Packets
• Multi-modal Maps
• Personalized Trip Planning
Yes, the City of Los Angeles’s Warner Center 2035 Specific
Plan specifies that any project which meets the below
criteria within the specific plan area must choose to either
prepare/submit a TDM Plan or join the TMO. Projects
subject to TDM regulation: 1) an existing building or
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Packet Pg. 22 Attachment: Steer Southern California TMO Scopes [Revision 1] (4925 : Award Contract for Transportation Management Organization (TMO))
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• Online Information Portal
• Return-to-Commute Checklist
• Service-specific Campaigns (e.g. Vanpool Programs, Bikeshare)
• Annual Rideshare, Bike to Work Day, and other Campaigns
• On-site and Community Events
• Regulatory Compliance Support
• Guaranteed Ride Home
• Telework Support
• Rideshare Assistance
• Support for Short-term Mobility Solutions (Walk Audits, Surveys, Bus Stop
Checks)
structure containing 30,000 square feet or more of floor
area; 2) an addition to or structural modification to an
existing building or structure that results in a building or
structure containing 30,000 square feet or more of floor
area; or 3) any new building or structure containing 30,000
square feet or more of floor area.
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Packet Pg. 23 Attachment: Steer Southern California TMO Scopes [Revision 1] (4925 : Award Contract for Transportation Management Organization (TMO))
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Packet Pg. 24 Attachment: 2016 Fully Executed TMO Contract (4925 : Award Contract for Transportation Management Organization (TMO))
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Packet Pg. 25 Attachment: 2016 Fully Executed TMO Contract (4925 : Award Contract for Transportation Management Organization (TMO))
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Packet Pg. 26 Attachment: 2016 Fully Executed TMO Contract (4925 : Award Contract for Transportation Management Organization (TMO))
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Packet Pg. 27 Attachment: 2016 Fully Executed TMO Contract (4925 : Award Contract for Transportation Management Organization (TMO))
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Packet Pg. 28 Attachment: 2016 Fully Executed TMO Contract (4925 : Award Contract for Transportation Management Organization (TMO))
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Packet Pg. 29 Attachment: 2016 Fully Executed TMO Contract (4925 : Award Contract for Transportation Management Organization (TMO))
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Packet Pg. 30 Attachment: 2016 Fully Executed TMO Contract (4925 : Award Contract for Transportation Management Organization (TMO))
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Packet Pg. 31 Attachment: 2016 Fully Executed TMO Contract (4925 : Award Contract for Transportation Management Organization (TMO))
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Packet Pg. 32 Attachment: 2016 Fully Executed TMO Contract (4925 : Award Contract for Transportation Management Organization (TMO))
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Packet Pg. 33 Attachment: 2016 Fully Executed TMO Contract (4925 : Award Contract for Transportation Management Organization (TMO))
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Packet Pg. 34 Attachment: 2016 Fully Executed TMO Contract (4925 : Award Contract for Transportation Management Organization (TMO))
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Packet Pg. 35 Attachment: 2016 Fully Executed TMO Contract (4925 : Award Contract for Transportation Management Organization (TMO))
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Packet Pg. 36 Attachment: 2016 Fully Executed TMO Contract (4925 : Award Contract for Transportation Management Organization (TMO))
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Packet Pg. 37 Attachment: 2016 Fully Executed TMO Contract (4925 : Award Contract for Transportation Management Organization (TMO))
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Packet Pg. 38 Attachment: 2016 Fully Executed TMO Contract (4925 : Award Contract for Transportation Management Organization (TMO))
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Packet Pg. 39 Attachment: 2016 Fully Executed TMO Contract (4925 : Award Contract for Transportation Management Organization (TMO))
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Packet Pg. 40 Attachment: 2016 Fully Executed TMO Contract (4925 : Award Contract for Transportation Management Organization (TMO))
3.A.cPacket Pg. 41Attachment: 2016 Fully Executed TMO Contract (4925 : Award Contract for Transportation Management
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Packet Pg. 42 Attachment: 2016 Fully Executed TMO Contract (4925 : Award Contract for Transportation Management Organization (TMO))
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Packet Pg. 43 Attachment: 2016 Fully Executed TMO Contract (4925 : Award Contract for Transportation Management Organization (TMO))
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Packet Pg. 44 Attachment: 2016 Fully Executed TMO Contract (4925 : Award Contract for Transportation Management Organization (TMO))
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Packet Pg. 45 Attachment: 2016 Fully Executed TMO Contract (4925 : Award Contract for Transportation Management Organization (TMO))
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Packet Pg. 46 Attachment: 2016 Fully Executed TMO Contract (4925 : Award Contract for Transportation Management Organization (TMO))
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Packet Pg. 47 Attachment: 2016 Fully Executed TMO Contract (4925 : Award Contract for Transportation Management Organization (TMO))
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Packet Pg. 48 Attachment: 2016 Fully Executed TMO Contract (4925 : Award Contract for Transportation Management Organization (TMO))
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Packet Pg. 49 Attachment: 2016 Fully Executed TMO Contract (4925 : Award Contract for Transportation Management Organization (TMO))
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Packet Pg. 50 Attachment: 2016 Fully Executed TMO Contract (4925 : Award Contract for Transportation Management Organization (TMO))
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Packet Pg. 51 Attachment: 2016 Fully Executed TMO Contract (4925 : Award Contract for Transportation Management Organization (TMO))
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Packet Pg. 52 Attachment: 2016 Fully Executed TMO Contract (4925 : Award Contract for Transportation Management Organization (TMO))
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Packet Pg. 53 Attachment: 2016 Fully Executed TMO Contract (4925 : Award Contract for Transportation Management Organization (TMO))
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Packet Pg. 54 Attachment: 2016 Fully Executed TMO Contract (4925 : Award Contract for Transportation Management Organization (TMO))
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Packet Pg. 55 Attachment: 2016 Fully Executed TMO Contract (4925 : Award Contract for Transportation Management Organization (TMO))
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Packet Pg. 56 Attachment: 2016 Fully Executed TMO Contract (4925 : Award Contract for Transportation Management Organization (TMO))
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Packet Pg. 57 Attachment: 2016 Fully Executed TMO Contract (4925 : Award Contract for Transportation Management Organization (TMO))
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Packet Pg. 58 Attachment: 2016 Fully Executed TMO Contract (4925 : Award Contract for Transportation Management Organization (TMO))
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Packet Pg. 59 Attachment: 2016 Fully Executed TMO Contract (4925 : Award Contract for Transportation Management Organization (TMO))
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Packet Pg. 60 Attachment: 2016 Fully Executed TMO Contract (4925 : Award Contract for Transportation Management Organization (TMO))
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Packet Pg. 61 Attachment: 2016 Fully Executed TMO Contract (4925 : Award Contract for Transportation Management Organization (TMO))
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Packet Pg. 62 Attachment: 2016 Fully Executed TMO Contract (4925 : Award Contract for Transportation Management Organization (TMO))
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Packet Pg. 63 Attachment: 2016 Fully Executed TMO Contract (4925 : Award Contract for Transportation Management Organization (TMO))
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Packet Pg. 64 Attachment: 2016 Fully Executed TMO Contract (4925 : Award Contract for Transportation Management Organization (TMO))
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Packet Pg. 65 Attachment: 2016 Fully Executed TMO Contract (4925 : Award Contract for Transportation Management Organization (TMO))
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Packet Pg. 66 Attachment: 2016 Fully Executed TMO Contract (4925 : Award Contract for Transportation Management Organization (TMO))
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Packet Pg. 67 Attachment: 2016 Fully Executed TMO Contract (4925 : Award Contract for Transportation Management Organization (TMO))
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Packet Pg. 68 Attachment: 2016 Fully Executed TMO Contract (4925 : Award Contract for Transportation Management Organization (TMO))
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Packet Pg. 69 Attachment: 2016 Fully Executed TMO Contract (4925 : Award Contract for Transportation Management Organization (TMO))
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Packet Pg. 70 Attachment: 2016 Fully Executed TMO Contract (4925 : Award Contract for Transportation Management Organization (TMO))
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Packet Pg. 71 Attachment: 2016 Fully Executed TMO Contract (4925 : Award Contract for Transportation Management Organization (TMO))
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Packet Pg. 72 Attachment: 2016 Fully Executed TMO Contract (4925 : Award Contract for Transportation Management Organization (TMO))
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Packet Pg. 73 Attachment: 2016 Fully Executed TMO Contract (4925 : Award Contract for Transportation Management Organization (TMO))
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Packet Pg. 74 Attachment: 2016 Fully Executed TMO Contract (4925 : Award Contract for Transportation Management Organization (TMO))
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Packet Pg. 75 Attachment: 2016 Fully Executed TMO Contract (4925 : Award Contract for Transportation Management Organization (TMO))
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Packet Pg. 76 Attachment: 2016 Fully Executed TMO Contract (4925 : Award Contract for Transportation Management Organization (TMO))
Annual Report 2018 - 2019 Year Three
3.A.d
Packet Pg. 77 Attachment: 2018-2019 TMO Annual Report (4925 : Award Contract for Transportation Management
Annual Report 2019 2
2018-2019
Year three
Year in review
The GoSaMo Transportation Management
Organization (TMO) had an incredible
year. We are proud to have nearly tripled
the number of employers we engaged this
year and to have helped thousands of
Santa Monica employees and residents
find sustainable ways to get around.
3.A.d
Packet Pg. 78 Attachment: 2018-2019 TMO Annual Report (4925 : Award Contract for Transportation Management
Annual Report 2019 3
A culture of driving Lack of Space
In 2016, there were over
240 million1 cars on
the road in America.
With 1.62 cars per
household2 in Los Angeles,
this means more than
2.4 million vehicles
in the city area.
Gridlock
A 2017 study4 showed
that Los Angeles drivers
spend 102 hours in traffic
on average. That’s the
most time drivers spend
in rush-hour traffic
anywhere in the world.
Safety
In 2017, there were
55,3506 traffic collisions
in Los Angeles, killing
2607 road users
and pedestrians.
GoSaMo TMO is working to change this!
Challenges
The parking space used
by employees in Santa
Monica every day is
equivalent to 22 Third
Street Promenades5.
That’s over 20 football
fields dedicated
to parked cars.
Los Angeles 102hrs
Moscow 91hrs
New York City 91hrs
Sao Paulo 86hrs
San Francisco 79hrs
Poor Air Quality
64% of Santa
Monica’s greenhouse
gas emissions come
from vehicular
transportation3 .
As well as contributing
to climate change,
long term exposure
to pollutants can
present health risks.
3.A.d
Packet Pg. 79 Attachment: 2018-2019 TMO Annual Report (4925 : Award Contract for Transportation Management
Annual Report 2019 4
Regional Success Story
Santa Monica believes that streets are
for everyone - pedestrians, bicycles,
motorists, and transit riders. And the roads
and transportation networks are being
updated to support this position. The
City’s investments in mobility are showing
results. People traveling in Santa Monica
make the sustainable choice far more often
than those elsewhere in the LA region.
Los Angeles
July 2018
Santa Monica City-Wide July 2018 - June 2019
Drive al
o
n
e
Car po
ol
Public Tr
a
n
s
p
ort
Walk Other
Work fr
o
m
h
o
m
e
0%
10%
20%
30%
40%
50%
60%
70%
80%74%
10%
3%6%5%2%
74% of
commuters in
Los Angeles are
driving alone8
However, in
Santa Monica,
this figure
drops to 60%9
Drive al
o
n
e
Car po
ol Walk Bus Rail Bike
Electric
V
e
hi
cl
e
Telewor
k
Flexible
S
c
h
e
d
ul
e
0%
10%
20%
30%
40%
50%
60%
60%
9%
4%6%7%5%3%4%2%
70%
80%
3.A.d
Packet Pg. 80 Attachment: 2018-2019 TMO Annual Report (4925 : Award Contract for Transportation Management
Annual Report 2019 5
The TMO Difference
The GoSaMo TMO works closely
with Santa Monica employers
to help them meet their Average
Vehicle Ridership (AVR) targets
and find the best options for
their commuters. The employers
the TMO works most closely
with have shown the biggest
reduction in drive alone trips.
AVR
Average Vehicle Ridership is the ratio of people (or employees) to vehicles (cars) at a place of
employment
ETCAn Employee Transportation Coordinator is the person responsible for completing and
implementing an employer’s transportation plan
Sustainable tripsA trip which has a lower impact on the
environment, such as walking or cycling as opposed to driving
TDM
Transportation Demand Management is the
practice of changing how, when, and where people move around the city by encouraging
more efficient types of transportation behavior
TMO
Transportation Management Organization, is an organization which works with companies to
encourage sustainable trips
Terms & Abbreviations
Engagement
Mode split amongst
TMO engaged employers
The number of employers engaged by the
TMO nearly tripled this year. Much of it was
due to the City of Santa Monica including the
TMO’s contact information in their notices.
Not only did this lead to more employers
contacting the TMO but it also freed the
TMO from engaging in active outreach to
inform employers of the services on offer
and allowed us to assist more employers.
2017 - 18 2018-19
Drive alone 63%59%
Car / Vanpool 10%10%
Telework 7%4%
Active travel 8%10%
Transit 9%13%
Electric Vehicle 2%3%
Flexible Schedule 1%1%
Impact
TMO engaged employers increased the
percentage of non-drive alone trips made
by their employees from 37% to 40%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
37%40%
2017-18 2018-19
57 53
154
2017-18 2018-192016-17
0
20
40
60
80
100
120
140
160
180
10
30
50
70
90
110
130
150
170
3.A.d
Packet Pg. 81 Attachment: 2018-2019 TMO Annual Report (4925 : Award Contract for Transportation Management
Annual Report 2019 6
A Targeted Approach
=1,000
154 employers
were engaged at least once in
the past year through one-on-one
meetings, events or phone call
representing over 25,000 employees
76 employers
of these 154, received repeat
assistance representing some of
Santa Monica’s largest employers
and totaling over 19,000 employees
Outreach
3.A.d
Packet Pg. 82 Attachment: 2018-2019 TMO Annual Report (4925 : Award Contract for Transportation Management
Annual Report 2019 7
50+
events hosted or attended
22%
average open rate for monthly newsletter
100,000+
impressions on twitter
50+
participants in our LinkedIn group
Resources
877 views
Events
2,385 views
Need help (TMO) 2,629 views
5000+
website
page views
500+
TAP cards
distributed
Events
Residents
New employees
198
174
136
150
50
195
107
21
2018-192017-182016-17
We undertook a pilot program with Waze Carpool which saved 100,626 miles and
reduced 79,863 lbs of CO2 emissions.
100,000+
miles saved
130+
packets distributed to new
residents
75,000+
lbs of C02 reduced34 ETC’s
certified in 2019
Marketing
Programs
3.A.d
Packet Pg. 83 Attachment: 2018-2019 TMO Annual Report (4925 : Award Contract for Transportation Management
Annual Report 2019 8
GoSaMo was a great support to our UCLA
Santa Monica Rideshare program this year,
their team participated in multiple events
informing our staff about alternate modes
of transportation to commute to and from
work. TMO also helped us reconnect with
Waze carpool and bring a promotion to our
staff. I really like their monthly newsletter
because it helps us keep up with current
information about transit in our area.
We hope to participate next year and attend
TMO events to keep networking with other
employers in the city. We really appreciate
the TMO team and their constant support
to our SM-UCLA Rideshare Program.
Noreima Angulo Diaz
Rideshare Coordinator
UCLA Medical Center
Before I switched to LA public transit, I
was driving to and from work every day. I
live in Palms/Culver City and commuting
to Santa Monica and back was no easy
feat. In addition to factoring in traffic
time, I would also have to allot at least 20
min to ensure I found a parking spot near
work. My morning commute was around
40 min (20 min for driving and 20 min
for parking) while my evening commute
would be closer to an hour long!
During my commutes I would often drive next
to the Metro Expo line and I would wonder
if it was an option for me. A couple months
ago GoSaMo Transportation set up a booth
at Fairmont Miramar and offered me a TAP
Card with $5 loaded onto it. This encouraged
me to give the Expo line a try since I live
right by the Palms Station. That next week I
hopped on the Metro, spent the 15 min ride
reading, then walked half a mile to work.
Since that day my life has been forever
changed! I am able to spend my travel time
reading or catching up on emails and the
time I spend walking makes me feel ready
to start the day. Overall my stress levels
are way lower since I have eliminated road
rage and wasted time spent in traffic. I
am able to spend my time on far more
important things and I am forever thankful
that I began using LA public transit.
Rachel Leisten
Employee
Fairmont Hotel
GoSaMo was instrumental in 2019 for
Edmunds. Not only did they give guidance
and information in all things transportation
and commuting related, but they also
helped facilitate the ERP paperwork from
start to finish via the City Grows platform.
I learned that there are so many
transportation and commuting related
resources out there for ETC’s to use.
GoSaMo always had an answer to my
questions or at the very least a referral that
was shared to help out our ECO Program
(Edmunds Commuter Opportunities).
We definitely want to earn another GoSaMo
Achievement Award! Not only is it easy to
earn points but it’s a great way to incentivize
companies to really push the envelope with
their programs and what they can do.
Nora Cicuto
Senior Workplace Experience Specialist
Edmunds
What Users Think
3.A.d
Packet Pg. 84 Attachment: 2018-2019 TMO Annual Report (4925 : Award Contract for Transportation Management
Annual Report 2019 9
GoSaMo Achievement Awards
The TMO was asked by the TMO
Advisory Team to create an awards
program to recognize employers
who are making a notable effort to
reduce traffic and greenhouse gas
emissions in Santa Monica. The TMO
worked closely with the City’s Mobility
department to create the awards
criteria and recognition program.
The first ever GoSaMo Achievement
Awards were announced in March
2019 and an awards lunch was held
in May 2019. Twelve employers were
recognized for the 2017-2018 year.
SMC is grateful that the City
recognizes our efforts to change
deeply engrained habits of students and staff to make it
easier for everyone to get to and from campus and the surrounding
neighborhoods. Providing access
to quality education is our goal and we are fortunate to have
great partners like BBB, Metro, and Breeze to make it a lot easier to
achieve.
Ferris Kawar
Sustainability Project Manager
Hulu was thrilled to receive the GoSaMo Silver Achievement Award
for our Commuter Programs. Hulu
is continually striving to grow and adapt our programs to help in
reducing traffic congestion and to be thoughtful environmental
stewards in the communities where
we work and live. This award was indeed an honor to receive, thank
you GoSaMo and the City of Santa Monica!
Mark Ades Facility Manager
Gold winner
Silver winners
Pacific Park
Carlthorp School
Santa Monica College (SMC)
Snyder-Diamond
The Famous Enterprise Fish Company
The Gateway Hotel
Rubin Postaer & Associates
T.J. Maxx
Hulu
Edmunds.com
Abercrombie & Fitch
Jonathan Club at the Beach
3.A.d
Packet Pg. 85 Attachment: 2018-2019 TMO Annual Report (4925 : Award Contract for Transportation Management
Annual Report 2019 10
Our Advisory Team
Carter Rubin
Tamar Fuhrer
Jennie Campos
Cynthia Rose
Ferris Kawar
Matt Stauffer
Devon Deming
Cris Gutierrez
Omark Holmes
Barrett Stone
Rob Younes
Caroline Coster
Lynne Thomas
Andrea Korb
Camilo Alvarez
Jennifer Taylor
Shannon Parry
Francie Stefan
Colleen Stoll
Natural Resources Defense Council
Kite Pharma
Big Blue Bus
Santa Monica Spoke
Santa Monica College
Chamber
Los Angeles Metro
Climate Action Santa Monica
Santa Monica Travel and Tourism
Colorado Center
Lionsgate
Santa Monica-Malibu Unified School District
The Lobster
Downtown Santa Monica, Inc.
Providence Saint John’s Health Center
City of Santa Monica (HED)
City of Santa Monica (OSE)
City of Santa Monica (Mobility)
City of Santa Monica (Mobility)
Puja Thomas-Patel Executive Director
Nathan Pope TDM Coordinator
Jayro Queme Outreach Coordinator
Sources
1.National Transportation Statistics 2018
4th Quarter, United States Department of Transportation, Bureau of Transportation
Statistics
2.Vehicle Ownership in U.S. Cities, Governing
calculations of 2015 and 2016 one-year Census American Community Survey
estimates, Governing.com
3.RC 5 GHG Emissions, City of Santa Monica, December 31, 2019
4.INRIX Global Traffic Scorecard, INRIX
Research, Graham Cookson, February 2018
5.City of Santa Monica’s Average Vehicle Ridership Survey, 2018-2019. This data
exclusively reflects the employers subject to
the City’s TDM Ordinance .
6.The number of pedestrians, cyclists and
drivers killed in L.A. traffic rose sharply in
2016, Los Angeles Times, Laura J Nelson & Dakota Smith, April 3 2017
7.Fatal car crashes and road traffic
accidents in Los Angeles, California, city-data.com
8.LA by the Numbers, Los Angeles Business
Journal, July 8, 2018
9.City of Santa Monica’s Average Vehicle Ridership Survey, 2018-2019. This data
exclusively reflects the employers subject to
the City’s TDM Ordinance
The GoSaMoTeam
3.A.d
Packet Pg. 86 Attachment: 2018-2019 TMO Annual Report (4925 : Award Contract for Transportation Management
Prepared by
Steer 28-32 Upper Ground London United Kingdom SE1 9PD
+44 20 7910 5000
steergroup.com
Prepared for GoSaMo TMO TMO Offices 1640 5th Street Suite 227
Santa Monica, CA 90401
United States
(310) 319 - 9866 GoSaMoTMO.org
Published 15/01/20
Steer has prepared this material for GoSaMo. This material may only be used within the context and scope for
which Steer has prepared it and may not be relied upon in part or whole by any third party or be used for any
other purpose. Any person choosing to use any part of this material without the express and written permission of
Steer shall be deemed to confirm their agreement to indemnify Steer for all loss or damage resulting therefrom.
Steer has prepared this material using professional practices and procedures using information available to it
at the time and as such any new information could alter the validity of the results and conclusions made.
3.A.d
Packet Pg. 87 Attachment: 2018-2019 TMO Annual Report (4925 : Award Contract for Transportation Management
Annual Report2019 – 2020Year Four
3.A.e
Packet Pg. 88 Attachment: GoSaMo TMO Annual Report Year 4 (4925 : Award Contract for Transportation Management
Annual Report 2020 2
Contents
Challenges 3
Moving Forward 4
The TMO Difference 5
A Targeted Approach 6
What Users Think 8
GoSaMo Achievement Awards 9
The GoSaMo Team 10
TMO
Transportation Management Organization, is an organization which works with companies
to encourage sustainable transportation solutions
AVR
Average Vehicle Ridership is the ratio of people (or employees) to vehicles (cars) at a
place of employment
ETC
An Employee Transportation Coordinator is the person responsible for completing and
implementing an employer’s transportation plan
Sustainable trips
A trip which doesn’t have a negative impact
on the environment, such as walking or cycling as opposed to driving
TMO employer
An employer in Santa Monica that the TMO assists and engages with on a regular basis
throughout the year
Terms & Abbreviations
3.A.e
Packet Pg. 89 Attachment: GoSaMo TMO Annual Report Year 4 (4925 : Award Contract for Transportation Management
Annual Report 2020 3
A Culture and
Habit of Driving
Gridlock COVID-19
In 2016, there were over
240 million cars on the
road in America.
With 1.62 cars per
household in Los Angeles,
this means more than
2.4 million vehicles – or
1% of all the cars in
America– in the city area.
Los Angeles drivers spent 103
hours in traffic on average.
In March, the coronavirus
pandemic upended
the way we live, work,
and get around.
At its worst point in April,
monthly bus ridership
across the region fell by
71% compared to last year.
We are working to change this!
Challenges
Poor Air Quality
64% of Santa Monica’s
greenhouse gas emissions
come from vehicular
transportation.
As well as contributing to
climate change, long term
exposure to pollutants can
present health risks.Source: Inrix 2020
Traffic Scorecard Report
Year four
The coronavirus pandemic and
lockdowns dominated the last year
of work. Public health guidance and
reductions in business operations changed
commuting patterns across the region.
Despite the immense challenge, the
GoSaMo Transportation Management
Organization (TMO) had a productive
year and adjusted to continue supporting
essential businesses whose employees
continue to commute and those that
transitioned to long-term remote work.
We are proud to have assisted over 85
Santa Monica employers and helped
thousands of employees and residents
find sustainable ways to get around.
Source: SCAG Snapshot of COVID-19
Transportation Impacts in the SCAG
Region 2020
3.A.e
Packet Pg. 90 Attachment: GoSaMo TMO Annual Report Year 4 (4925 : Award Contract for Transportation Management
Annual Report 2020 4
Moving Forward
Santa Monica believes that streets are
for everyone - pedestrians, bicyclists,
motorists, and transit riders. The City’s
investments in mobility are showing results
and the TMO’s efforts support the City’s
sustainability goals by reducing vehicle
trips and the corresponding pollution.
74% of commuters in the
County of Los Angeles are
driving alone
Los Angeles Mode Split 2019
Drive al
o
n
e
Car po
ol
Public
Tr
a
nsit
Walk Other
Work fr
o
m
h
o
m
e
0%
10%
20%
30%
40%
50%
60%
70%
80%74%
9%
3%6%6%2%0%
Bike
However, in Santa
Monica, this figure
drops to 51%
Santa Monica Mode Split
2019-2020
Drive al
o
ne Car po
ol Walk
Public
Tr
a
nsit
Bike
Electri
c
V
e
hi
cl
e
Work fr
o
m
h
o
m
e
Flexibl
e
S
c
h
e
d
ul
e
0%
10%
20%
30%
40%
50%
60%
51%
8%4%
12%
4%3%
13%
5%
70%
80%
Source: U.S. Census Bureau (2019). Sex of Workers by
Means of Transportation to Work American Community
Survey 1-year estimates
3.A.e
Packet Pg. 91 Attachment: GoSaMo TMO Annual Report Year 4 (4925 : Award Contract for Transportation Management
Annual Report 2020 5
The TMO Difference
The GoSaMo Transportation
Management Organization (TMO)
works closely with Santa Monica
employers to help them meet
their Average Vehicle Ridership
(AVR) targets and find the best
transportation options for their
commuters. The employers
the TMO works most closely
with have shown the biggest
reduction in drive alone trips.
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
63%61%
50%
Year 2 15 employers Year 3 50 employers Year 4* 62 employers
*Year 4 results were
impacted by the COVID-19 pandemic. Employers
who surveyed between March 2020 and May 2020 were likely to have
dramatically reduced and uncharacteristic drive-
alone percentage. Most TMO employers, however, conducted and submitted
surveys prior to March 2020.
Drive Alone Percentage for
TMO Employers Over Time
The Environmental
Impact of the TMO
Category Minimum
VMT Reduced 8,441 miles
CO2 Reduced 3,271 kg
VOC Reduced 0.6 kg
NOX Reduced 3.8 kg
The CO2 reduced
is equivalent to
planting 156 trees
Mode split amongst
TMO engaged employers
2017 - 18 2018-19 2019-20
Drive alone 63%59% 42%
Car / Vanpool 10%10%15%
Telework 7%4% 18%
Active travel 8%10% 8%
Transit 9%13% 12%
Electric Vehicle 2%3% 3%
Flexible Schedule 1%1%1%
3.A.e
Packet Pg. 92 Attachment: GoSaMo TMO Annual Report Year 4 (4925 : Award Contract for Transportation Management
Annual Report 2020 6
Resources
1,302 views
Get around 2,308 views
Events
1,203 views
Need help (TMO) 1,969 views
6000+
website page views
350+
TAP cards distributed
EventsResidentsNew employees
198
71
174
136
150 86
50
195 231
10721
2018-19 2019-202017-182016-17
85 employers
received repeat assistance,
representing over 23,000
employees. TMO staff
built relationships with
these employers, meeting
with and assisting these
businesses at least twice
in the year. This year we
built stronger relationships
with businesses
representing over 4,000
more employees.
TMO by theNumbers
32 events hosted or
attended including 3 webinars
and 7 drop in office hours in
response to COVID
89,000+ impressions
on twitter
22% average
open rate
for monthly newsletter
63 participants
in our LinkedIn group
53 packets
distributed
to new residents
Marketing
Programs
19 ETCs
certified in 2019-2020
Outreach
128 employers
were engaged
at least once in
the past year
through one-on-one
meetings, events
or phone call,
representing over
24,000 employees
3.A.e
Packet Pg. 93 Attachment: GoSaMo TMO Annual Report Year 4 (4925 : Award Contract for Transportation Management
Annual Report 2020 7
“The pandemic has drastically changed
the way our staff with physical location
dependent roles commute to work.
I am thankful for having the GoSaMo
TMO and City staff here to offer
resources and support as we figure
out this new landscape together.”
Lia Yim
Transportation Program Manager
Kite
“Colorado Center has been working with
the TMO for just about three years.
Puja and her team have been
instrumental in helping the
campus, not only make strides in
increasing the AVR, but ensuring
the City’s environmental goals.”
Barrett Stone
Senior Property Manager
Colorado Center
What theCommunityThinks
3.A.e
Packet Pg. 94 Attachment: GoSaMo TMO Annual Report Year 4 (4925 : Award Contract for Transportation Management
Annual Report 2020 8
GoSaMo Achievement Awards
The TMO continued its award program
recognizing employers making an outstanding
effort in reducing traffic and greenhouse gas
emissions in the City. Winners of the second
GoSaMo Achievement Awards were announced
in October 2019. A total of 23 employers received
an award including Kite who won the first ever
Platinum GoSaMo Achievement Award.
Platinum winnners Kite (Broadway)
Gold winners
Santa Monica College (SMC)
Jonathan Club at The Beach
Cornerstone On Demand
Moment Feed
Kite (17th St)
Silver winners
Lionsgate
Edmunds.com
Kite (Stewart)
Crossroads School for Art & Sciences
The Huntley Hotel
Saint Monica Catholic Community
Bird Rides
Santa Monica Amusements
Snyder Diamond
New Roads School
MINI of Santa Monica
RAND Corporation
Volkswagen, Subaru, Lexus Santa Monica
Hard Tail
Naughty Dog
Urban Outfitters
Snap Inc
UCLA Medical Center
3.A.e
Packet Pg. 95 Attachment: GoSaMo TMO Annual Report Year 4 (4925 : Award Contract for Transportation Management
Annual Report 2020 9
Our Advisory Team
Carter Rubin NRDC
Lia Yim Kite
Jennie Campos Big Blue Bus
Cynthia Rose Santa Monica Spoke
Ferris Kawar Santa Monica College
Matt Stauffer Chamber
Devon Deming Los Angeles Metro
Cris Gutierrez Climate Action Santa Monica
Omark Holmes Santa Monica Travel and Tourism
Barrett Stone Colorado Center (Boston Properties)
Chris Kemphert Lionsgate
Caroline Coster Santa Monica-Malibu Unified School District
Lynne Thomas The Lobster
Andrea Korb Downtown Santa Monica Inc.
Camilo Alvarez Providence Saint John’s Health Center
Jennifer Taylor City of Santa Monica (Housing and Economic Development)
Shannon Parry City of Santa Monica (Office of Sustainability and the Environment)
Francie Stefan City of Santa Monica (Mobility)
Colleen Stoll City of Santa Monica (Mobility)
Our Team
Puja Thomas-Patel Executive Director
Nathan Pope TDM Coordinator
Jayro Queme Outreach Coordinator
The GoSaMoTeam
3.A.e
Packet Pg. 96 Attachment: GoSaMo TMO Annual Report Year 4 (4925 : Award Contract for Transportation Management
Prepared by Steer 800 Wilshire Blvd, Suite 1320, Los Angeles, CA 90017,
USA
+1 (213) 425 0990
steergroup.com
Prepared for GoSaMo TMO TMO Offices
1640 5th Street
Suite 227
Santa Monica, CA 90401
United States
(310) 319 - 9866 GoSaMoTMO.org
Published xx/xx/xx
Steer has prepared this material for GoSaMo. This material may only be used within the context and scope for which Steer has prepared it and may not be relied upon in part or whole by any third party or be used for any other purpose. Any person choosing to use any part of this material without the express and written permission of Steer
shall be deemed to confirm their agreement to indemnify Steer for all
loss or damage resulting therefrom. Steer has prepared this material
using professional practices and procedures using information
available to it at the time and as such any new information
could alter the validity of the results and conclusions made.
Connect with us at
GoSaMoTMO.org
3.A.e
Packet Pg. 97 Attachment: GoSaMo TMO Annual Report Year 4 (4925 : Award Contract for Transportation Management
3.A.f
Packet Pg. 98 Attachment: Steer Oaks Initiative (4925 : Award Contract for Transportation Management Organization (TMO))
Steer Davies & Gleave, Inc. (DBA Steer)
Alasdair Dawson, Carmen Correa Lafuente, Michael Colella
None
Alasdair Dawson North America Director
Alasdair.Dawson@SteerGroup.com 213-425-0964 x 0964
3.A.f
Packet Pg. 99 Attachment: Steer Oaks Initiative (4925 : Award Contract for Transportation Management Organization (TMO))
1
Vernice Hankins
From:Ellen Hannan <elhasm@gmail.com>
Sent:Saturday, March 19, 2022 11:14 AM
To:councilmtgitems; David White; christine.para@santamonica.gov; Phil Brock; Oscar de la Torre; Sue
Himmelrich; Gleam Davis; Kristin McCowan; Clerk Mailbox
Subject:3A Contract that does not include City work force SMUSD or SMC work force
EXTERNAL
The largest employers in Santa Monica are City Hall and City Service employees, Santa Monica Unified School
District and Santa Monica College. I do NOT see any information in this report or proposal on restricting or requiring
these employers or employees to ride share. Why not?
Public transportation like buses are useless unless they are on a 10 minute schedule at high computer times.
All types of transportation must be safe. Scooter and biking are not safe transportation in this City. Walking is not safe
due to scooters, bikes and mentally unstable individuals on the sidewalks
Buses and trains must have clean and safe environments.
I am sorry City Council is still closed to public comment.
Please take a moment to honor Catherin Eldridge who has passed away in the past month.
Ellen Hannan
1218 9th St.Santa Monica CA 90401
Item 3.A 03/22/22
1 of 9 Item 3.A 03/22/22
3.A.g
Packet Pg. 100 Attachment: Written Comments [Revision 1] (4925 : Award Contract for Transportation Management Organization (TMO))
1
Vernice Hankins
From:Chris Kemphert <ckemphert@lionsgate.com>
Sent:Monday, March 21, 2022 3:22 PM
To:councilmtgitems
Subject:GoSaMo letter of support
EXTERNAL
Hello,
I’ve been working with GoSaMo for many years and I can’t say enough about their support program for local business
like Lionsgate. They obviously try very hard to unite the community around green initiatives and transportation
solutions. It is also very comforting to know they are there to answer any quick questions regarding the annual
transportation survey when that comes around.
I sincerely hope the City can continue to have GoSaMo/Steer available to us as local businesses to help guide us to a
better overall transportation management situation in Santa Monica.
Regards,
Chris Kemphert
Director of Administration and ETC for Lionsgate Entertainment
Chris Kemphert | Director, Administration | w: 310-255-5165 | e: ckemphert@lionsgate.com
Item 3.A 03/22/22
2 of 9 Item 3.A 03/22/22
3.A.g
Packet Pg. 101 Attachment: Written Comments [Revision 1] (4925 : Award Contract for Transportation Management Organization (TMO))
1
Vernice Hankins
From:Alvarez, Camilo <Camilo.Alvarez@providence.org>
Sent:Tuesday, March 22, 2022 1:04 PM
To:councilmtgitems
Subject:Agenda Item 3A
EXTERNAL
To whom it may concern,
Steer has been an influential part in the success of sustainability programs in the city of Santa Monica. The
team over at Steer has aided businesses big or small in creating programs that benefit not only businesses and
the city itself but also the employees that commute into the city allowing for ecofriendly methods of
transportation in and out of the city. Steers expertise has allowed to broaden our perspective and ways of
thinking of how we can best provide back to the community by allowing us to share each individuals or
business ideas in our own "board meetings." This in return provides each business representative new ideas
that they can present back to their respective businesses with possible implementation. The contribution that
Steer has provided all of us has no boundaries; it goes from sharing news strategies and programs to an open
panel discussion on new ideas for a better, healthier, sustainable tomorrow.
I hope Steer can continue to enlighten us with their presence and guide us in the right direction for a better
tomorrow.
Best,
Camilo Alvarez
Account Manager
The linked image cannot be displayed. The file may have been moved, renamed, or deleted. Verify that the link points to the correct file and location.
e Camilo.Alvarez@providence.org
p 323.717.3694
w www.townepark.com
The linked image cannot be displayed. The file may hav e been mov ed, renamed, or deleted. Verify that the link poi nts to the correct file and location.
The linked image cannot be displayed. The file may hav e been mov ed, renamed, or deleted. Verify that the link poi nts to the correct file and location.
The linked image cannot be displayed. The file may have been mov ed, renamed, or deleted. Verify that the link poi nts to the correct file and location.
The linked image cannot be displayed. The file may have been moved, renamed, or deleted. Verify that the link points to the correct file and location.
The linked image cannot be displayed. The file may have been mov ed, renamed, or deleted. Verify that the link poi nts to the correct file and location.
The linked image cannot be displayed. The file may have been moved, renamed, or deleted. Verify that the link points to the correct file and location.
Notice of Confidentiality: This message and any attachments may
contain confidential and privileged information. If sent to you in error,
please reply to advise the sender of the error and then immediately delete this message.
This message is intended for the sole use of the addressee, and may contain information that is privileged, confidential and exempt from disclosure under
applicable law. If you are not the addressee you are hereby notified that you may not use, copy, disclose, or distribute to anyone the message or any information
contained in the message. If you have received this message in error, please immediately advise the sender by reply email and delete this message.
Item 3.A 03/22/22
3 of 9 Item 3.A 03/22/22
3.A.g
Packet Pg. 102 Attachment: Written Comments [Revision 1] (4925 : Award Contract for Transportation Management Organization (TMO))
1
Vernice Hankins
From:Climate Action <lvonklan@gmail.com>
Sent:Tuesday, March 22, 2022 11:53 AM
To:councilmtgitems
Subject:Item 3A 3-22-2022 Meeting
Attachments:PastedGraphic-1.tiff
EXTERNAL
Climate Action Santa Monica supports item 3A, which will continue the work of the established Transportation
Management Organization (TMO). The TMO, as it has been administered, has been engaging employers and listening to
residents of all neighborhoods to support sustainable transportation. It has focused upon reduction of vehicle miles
traveled and increased average vehicle ridership, both of which are particularly important to reducing congestion and
carbon emissions from transportation, Santa Monica’s largest source of greenhouse gas emissions.
Thank you,
Item 3.A 03/22/22
4 of 9 Item 3.A 03/22/22
3.A.g
Packet Pg. 103 Attachment: Written Comments [Revision 1] (4925 : Award Contract for Transportation Management Organization (TMO))
1
Vernice Hankins
From:Toyama, Austin <atoyama@smmusd.org>
Sent:Tuesday, March 22, 2022 10:27 AM
To:councilmtgitems
Subject:Written Public Comment - 2022/03/22 City Council Regular Meeting
EXTERNAL
Hello City Council Members,
My name is Austin Toyama, and I am writing in my public comment in support of agenda item 3.A – “Award Request for
Proposal #290 and enter into Agreement with Steer for Administration of Transportation and Outreach Services for the
Santa Monica Transportation Management Organization” on behalf of the Santa Monica‐Malibu Unified School District’s
Sustainability staff.
The City of Santa Monica’s Transportation Management Organization (TMO) has been able to advance community
mobility goals in the past several years through successful program management by Steer. The city, our students, and
the larger community have benefited by Steer’s work with the City’s TMO. Options for sustainable transportation has
greatly increased and has been made more easy, efficient, and safe thanks to Steer’s work with the TMO. Increases in
shared mobility, biking and walking routes, public transit routes, and outreach campaigns have helped our community to
reach their destinations safely while reducing local air pollution from vehicle exhaust emissions. The health benefits of
sustainable transportation are also numerous.
Please consider approving agenda item 3.A to further the sustainable operations of the City’s transportation and the
health of the community.
Thank you,
Austin Toyama
Sustainability Manager
Santa Monica‐Malibu USD
O: 310.399.5865 x79‐384
M: 213.264.0748
Stop the spread of COVID‐19 – Get vaccinated (if within eligible age group). Wear a mask properly (cover your nose and mouth). Stay physically distanced whenever
possible. Wash your hands with soap & water or use hand sanitizer frequently. Cough & sneeze into your elbow.
For accurate and up‐to‐date information refer to:
http://www.publichealth.lacounty.gov/media/Coronavirus/
https://www.smmusd.org/coronavirus
Ayude a detener la propagación de COVID‐19 – Vacúnese (si reúne los requisitos según el grupo de edad correspondiente). Use la mascarilla correctamente (cúbrase
la nariz y la boca). Mantenga la distancia física siempre que sea posible. Lávese las manos con agua y jabón o use desinfectante para manos frecuentemente. Tosa y
estornude en el pliegue del codo.
Para obtener información correcta y actualizada visite el siguiente enlace:
http://www.publichealth.lacounty.gov/media/Coronavirus/
https://www.smmusd.org/coronavirus
Please consider the environment before printing this e-mail or its attachments.
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Packet Pg. 104 Attachment: Written Comments [Revision 1] (4925 : Award Contract for Transportation Management Organization (TMO))
1
Vernice Hankins
From:Cris Gutierrez <crispeace@earthlink.net>
Sent:Tuesday, March 22, 2022 10:07 AM
To:councilmtgitems; Sue Himmelrich; Kristin McCowan; Gleam Davis; Phil Brock; Christine Parra; Oscar
de la Torre; Lana Negrete
Cc:David White
Subject:Support Item 3.A: Steer Contract for Transportation and Outreach Services for the Santa Monica
Transportation Management Organization
EXTERNAL
Dear Mayor Himmelrich and Council Members:
As a co-founder of the SaMo Safe Streets Alliance and as a member of the Advisory Team for the GoSaMo
Transportation Management Organization (TMO), I write to support the contract with Steer to administer the TMO. I have
personally witnessed the diligence, responsiveness and imagination of the Steer team setting up our GoSaMo TMO, in
collaboration with City staff, to inform and support employers and residents in seeing the advantages and developing
habits of sustainable commuting. Diverse employers and multi-generational community members have been readily
engaged to understand the role that we all have in reducing our greenhouse gasses and building our climate
resiliency. Steer has valued everyone’s contributions in bringing into reality the community’s sustainable commuting.
I urge you to advance the contract with Steer.
With respect,
Cris Gutierrez
Santa Monica resident
Item 3.A 03/22/22
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Packet Pg. 105 Attachment: Written Comments [Revision 1] (4925 : Award Contract for Transportation Management Organization (TMO))
March 22, 2022
City Council
City of Santa Monica
1685 Main Street
Santa Monica, CA 90401
Re: Item 3.A – Steer contract - SUPPORT
Dear Mayor and Council Members,
I have served as a member of the Advisory Team for the Santa Monica
Transportation Management Organization (“GoSaMo”) for nearly four years.
Steer’s management of the GoSaMo TMO has been invaluable to me in my
job, and they have provided critical support and assistance to our member
businesses in navigating and complying with the City’s transportation demand
management ordinance, reducing single occupancy vehicle commutes, and
promoting transportation alternatives.
I strongly support Item 3.A on tonight’s agenda and look forward to continuing
my involvement with Steer and the GoSaMo TMO.
Sincerely,
Matt Stauffer
Executive Vice President of External Affairs
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Packet Pg. 106 Attachment: Written Comments [Revision 1] (4925 : Award Contract for Transportation Management Organization (TMO))
Board Executives
Chair Michael Ricks
Providence Saint John’s
Health Center
Chair-elect
Greg Morena
The Albright
Past Chair
Becky Warren
Elevate Public Affairs
Treasurer
Len Lanzi
Stubbs, Alderton &
Markiles LLP
Vice Chair
Iao Katagiri
Iao Katagiri Consulting
Vice Chair
Julia Ladd
Santa Monica
Place/Macerich
Vice Chair
Paula Larmore
Harding Larmore Kutcher
& Kozal LLP
Vice Chair
Ellis O’Connor
MSD Hospitality/Fairmont
Miramar Hotel
Board Members
Younes Atallah
Loews Santa Monica Beach
Hotel
Craig Babington
Morley Builders
Andrew Barrett-Weiss
GoodRX
Dom Bei
Santa Monica Firefighters
Local 1109
Jason Berkowitz
Arrow Up Training
Jasson Crockett Snapchat
Kevin Delijani
Delphi Real Estate Group
Dr. Ben Drati
SMMUSD
Celia Fisher
Beach Moms Daycare
Rudy Flores
Santa Monica Peace
Officers Association
Board Members, Cont.
Jeffrey Fritz
Fritz Buffone Group | Compass
Realty
Lisa Glasser
Oracle
Ryan Ole Hass
Align RE | a global real estate
collaboration
Ann Hsing Pasjoli
Kathy Irby
Commercial Bank of California
Jeff Jarow
PAR Commercial
Dr. Kathryn Jeffery
Santa Monica College
Kim Koury
Spin PR
Julien Laracine
Proper Hospitality
Hayden Lee
Hayden Lee Coaching Intl.
Charlie Lopez-Quintana
ETC Hotels
Jonathan McCowan 310 Tutors
Susan Neisloss
Big Bite Productions
Pam O’Connor
Terry O’Day In Charge Energy
Janet Rimicci
UCLA Health
Laura Rosenbaum
CIT One West
Beth Schroeder
Raines Feldman
Kathy Shepard
KS Consulting
Jon Shoemaker
Gumbiner Savett, Inc.
Nat Trives
Coalition for Engaged
Education
Jerry L. Yu
Kaiser Permanente
March 22, 2022
City Council
City of Santa Monica
1685 Main Street
Santa Monica, CA 90401
Re: Item 3.A – Steer contract - SUPPORT
Dear Mayor and Council Members,
I have served as a member of the Advisory Team for the Santa Monica
Transportation Management Organization (“GoSaMo”) for nearly four years.
Steer’s management of the GoSaMo TMO has been invaluable to me in my
job, and they have provided critical support and assistance to our member
businesses in navigating and complying with the City’s transportation demand
management ordinance, reducing single occupancy vehicle commutes, and
promoting transportation alternatives.
I strongly support Item 3.A on tonight’s agenda and look forward to continuing
my involvement with Steer and the GoSaMo TMO.
Sincerely,
Matt Stauffer
Executive Vice President of External Affairs
Item 3.A 03/22/22
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Packet Pg. 107 Attachment: Written Comments [Revision 1] (4925 : Award Contract for Transportation Management Organization (TMO))
A community group dedicated
to biking in Santa Monica.
Working to make the
City of Santa Monica a
more sustainable,
bikeable place to live, work and play.
March 22, 2022
Agenda Item 3A - GoSaMo TMO - Steer Contract
Dear Santa Monica Mayor and City Council Members,
Today I’m writing to you in support of item 3A on the City Council agenda for this evening as a representative of
Santa Monica Spoke and a long standing TMO Steering Committee member - having served since its inception.
Over the last 5+ years I have had the privilege of watching the TMO ourish as a steering committee member on
the GoSaMo TMO Advisory Team. I’m have seen 1st hand the work Steer has done to engage, educate, and
innovate new ideas to reduce congestion, improve mobility, and improve air quality in Santa Monica. The Steer
team have proven themselves as an enthusiastic engaged asset supporting employers who are required to
annually submit an Emission Reduction Plan as per the Santa Monica TDM Ordinance — and beyond. Apart from
the work helping employers with compliance with the local mobility ordinance, they have also hosted fun and
educational employer events and trainings, as well as sending out the regular TMO communications via their
newsletter and social media as well as other digital assets to help residents and employees stay in touch with
current information about transit services and changes. The TMO has been instrumental in advancing the City’s
environmental goals and building a community that is more sustainable and passionate about making a
di erence in the way we commute to and from, within Santa Monica, and beyond.
It has been a pleasure to work with the TMO’s sta and advisory team and I look forward to this continued
partnership. The GoSaMo TMO is a resource that ultimately helps our city thrive as we reach toward our goals of
reduced congestion, environmental and economic resilience.
Please approve item 3A.
Sincerely
Cynthia Rose
Santa Monica Spoke
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Packet Pg. 108 Attachment: Written Comments [Revision 1] (4925 : Award Contract for Transportation Management Organization (TMO))
GoSaMo:
Transportation Management
Organization
Colleen Stoll, Transportation Demand Program Manager
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Packet Pg. 109 Attachment: PowerPoint Presentation (4925 : Award Contract for Transportation
TMO Background
•Launched in 2016
•Similar to Sustainable Works,
TMO was created to provide
education, outreach, and
encouragement in the rapidly
changing mobility environment for
employees, residents, and visitors.
•Aligned with Expo/E Line opening,
increasing AVR targets, and new
developer and employer TDM
requirements.
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Packet Pg. 110 Attachment: PowerPoint Presentation (4925 : Award Contract for Transportation
Need for TMO –Santa Monica Worker Residences
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Packet Pg. 111 Attachment: PowerPoint Presentation (4925 : Award Contract for Transportation
Impact of Santa Monica TMO
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Packet Pg. 112 Attachment: PowerPoint Presentation (4925 : Award Contract for Transportation
Other SoCal TMOs
TMO Region Population/Members Services Budget
iCommute
Program
San Diego 500,000 employees/
351 active employers
-Bike Education Services, Carpool & Vanpool formation; Try
Transit; Telework Assistance Program; Bike Week
Administration; Rideshare Week/Clean Air Day; Diamond
Awards; support for other regional projects
$1,200,000
GoSaMo
TMO
Santa Monica 90,000 employees/
85 active employers
-Employer TDM ordinance assistance; ETC education and
Lunch & Learns; in-person and virtual outreach events;
newsletter, Twitter and LinkedIn; new resident packets;
GoSaMo Achievement Awards, Bike It Walk It support
$250,000
Burbank
TMO
Burbank
Media District,
Downtown, &
Airport areas
150,000 employees/
77 employers
-Regulatory support (surveys & ETC training); programs,
incentives and events; commuter information and
personalized commute assistance; advocacy and
information for issues and projects impacting Burbank
commuters
$193,000
Warner
Connects
Warner Center 65,000 employees/
2-8 employer sites
-Quarterly newsletter, ETC education; new
resident/employee packets; multi-modal maps;
personalized trip planning; online information; campaigns;
regulatory compliance support; GRH; telework support
$170,000
Go Glendale Glendale 96,000 employees/
16 employers
-Liaison to City, Metro, AQMD & Chamber on
transportation issues; custom events & bike workshops;
information displays & newsletters, TDM Ordinance
compliance & survey support; promotion of commuter club
$95,000
3.A.h
Packet Pg. 113 Attachment: PowerPoint Presentation (4925 : Award Contract for Transportation