CITY COUNCIL UNFINISHED BUSINESS AUGUST 21, 2017 SUBJECT: INITIATED BY: SUNSET STRIP ENTERTAINMENT SHUTTLE - PILOT PROGRAM HUMAN SERVICES & RENT STABILIZATION DEPARTMENT (Elizabeth Savage, Director) 'fj1f'.. (David Giugni, Manager, Social Services Division) /f(f(-tja.'fll-;;' (Francisco Gomez Transportation Program Administrator) ~ COMMUNICATIONS DEPARTMENT (Lisa Belsanti, Director) (Joshua Schare, Public Information Officer) ECONOMIC DEVELOPMENT DEPARTMENT (Maribel Louie, Director STATEMENT ON THE SUBJECT: The City Council will provide input on a proposed pilot program for an entertainment shuttle to operate on weekend nights on the Sunset Strip. RECOMMENDATIONS: 1. Provide direction and comments to staff on the proposed pilot program. 2. Approve the release of a Request for Proposals for a firm to operate the Sunset Strip entertainment shuttle service as a pilot program. 3. If pilot program is approved, approve Amendment 1 to the agreement for services with Symblaze Inc. in the amount of $15,000 for brand development services for the Sunset Strip entertainment shuttle service and authorize the City Manager or designee to execute documents incident the agreement. BACKGROUND I ANALYSIS: In November, 2016, City Council directed staff to study and report on current and future opportunities for enhancing the identity of the Sunset Strip. As part of that item, Council requested that the City's Community Development Department evaluate how the streetscape and public spaces can better support a creative and inviting place, and support music, entertainment, and dining opportunities on the Sunset Strip. The item also directed the City's Economic Development Department to conduct a series of roundtable discussions with the Sunset Business Improvement District (BID) community to assess short- and long-term goals for the Sunset Strip. Page 1of8 AGENDA ITEM 4.E.
In addition to the directives mentioned above, Council also requested that the Social Services Division investigate the possibility of providing an entertainment shuttle service, similar to The PickUp, which could be used by patrons and employees of restaurants, bars, and hotels located on the Sunset Strip. As the Communications and Economic Development Departments were integral to the successful launch of The PickUp, this staff report is, in collaboration with the two aforementioned Departments, initiated by the Social Services Division and will focus on the entertainment shuttle component of Council's direction regarding the Sunset Strip. To develop initial options for an entertainment shuttle, staff received input from businesses on the Sunset Strip, the Sunset Strip BID Advisory Board, Sunset Strip hotels, and from community members about their vision for an entertainment shuttle program. Based on input received, staff recommends the addition of an "urban circulator" that would operate in both directions along Sunset Boulevard between Doheny Drive and Fairfax Avenue, with connections to Melrose Avenue and Santa Monica Boulevard. Given the wider demographic and potential rider base, staff also recommends unique branding for the service. The route would primarily serve as a link between West Hollywood businesses, while also providing visitors and residents with additional transportation options to access entertainment and shopping destinations in the City. WEST HOLLYWOOD ENTERTAINMENT SHUTTLE PILOT PROGRAM FOR THE SUNSET STRIP An urban circulator is designed to function as a hyper-local transit system that often supplements existing regional transportation networks. In general urban circulators are created to: Improve connections to regional transit; enhance "park-once" strategies; connect more isolated areas to centers of high activity; improve public safety; and expand economic development, branding, marketing, and tourism. Specifically along West Hollywood's Sunset Strip, the proposed urban circulator could: Provide a distinctive route that is easy to understand' Provide connection to local businesses, restaurants, nightclubs, and other points of interest for residents and tourists; Provide a transit service for short trips, serving as many destinations as possible; Page 2 of 8
Provide a Park and Ride opportunity to capture additional riders at the City's garages and hotels; Encourage non-auto travel for local employees and visitors to the area; and Improve public safety by providing a free late night transportation alternative for residents and tourists visiting bars and nightlife venues In March, 2017 City staff emailed a survey to 75 businesses located on or near the Sunset Strip. As of July 25th, 30 businesses have submitted a response to the survey. Initial feedback received suggests that a program operating along Sunset Boulevard from Fairfax Avenue to Doheny Drive, with connections to Melrose Avenue and Santa Monica Boulevard at San Vicente would best serve Sunset Strip businesses and their patrons. Businesses also reached consensus about using a road trolley vehicle to provide the service, operating the service on Friday and Saturday nights, and the desire to have a 15-minute service frequency at the stops. Since an ideal pilot program would be scaled smaller and conducted in order to evaluate feasibility, time, cost, adverse events, and effect, staff recommends a single route on Sunset Boulevard that would provide a connection to/from Santa Monica Boulevard at San Vicente Boulevard at its western turnaround point. The proposed pilot would utilize three trolleys/buses to maintain a 15-minute arrival frequency. The pilot would run for a six-month period, starting in March 2018 and running through August 2018. Recommended Option Options Option A: Pilot program is proposed for a six-month period beginning March 2018 and ending in August 2018 for a single route along Sunset Boulevard with stops between Fairfax Avenue and Doheny Drive, with a connection to Melrose Avenue and Santa Monica Boulevard. The service will operate on Friday and Saturday nights from 7:00 p.m. until 3:00 a.m. There will be no fee charged to ride the shuttle. Program will be designed for a 15-minute arrival frequency using existing Metro/West Hollywood Cityline bus stops. With this route option, three vehicles will be required to maintain a 15-minute arrival frequency. Buses/trolleys will be leased for the six-month pilot as part of an operating contract to provide the service that includes drivers, insurance, maintenance, and storage of vehicles. Ultimately the vehicles will be outfitted to provide a "West Hollywood/Sunset Strip themed experience" and branded inside and out. Page 3 of 8
Alternative Option Option B: Pilot program is proposed for a six-month period beginning March 2018. ending in August 2018 for a loop route along Sunset Blvd., with stops between Fairfax Avenue and Doheny Drive. This option does not include a connection to Melrose Avenue or Santa Monica Boulevard. The service would operate on Friday and Saturday nights from 7:00 p.m. until 3:00 a.m. There will be no fee charged to ride the shuttle. Program will be designed with 15-minute arrival frequency using existing Metro/West Hollywood Cityline bus stops. With this route option, two vehicles will be required to maintain a 15-minute arrival frequency. Buses/trolleys will be leased for the six-month pilot as part of an operating contract to provide the service that includes drivers, insurance, maintenance, and storage of vehicles. Ultimately the vehicles will be outfitted to provide a "West Hollywood/Sunset Strip themed experience" and branded inside and out. In April of 2017, staff presented both of the aforementioned service options to the Sunset Strip BID Advisory Board and to the City's Transportation Commission. The Sunset BID Advisory Board favored staff's recommendation -- Option A-- and liked the connectivity the longer route would provide to Santa Monica Boulevard and Melrose Avenue, which allows for tourists on Sunset Boulevard to connect to popular restaurants and bars located on Melrose Avenue and Santa Monica Boulevard. They also liked that the longer route would avoid having shuttle vehicles turnaround near homes on residential streets. The City's Transportation Commission favored a modified version of the shorter route - Option B. Option B in this report incorporates the Commission's input. The Commission felt that it would be wise to test the service using a shorter, less expensive, route option and recommended that staff evaluate ridership and rider travel patterns during the pilot period to see if demand for service to Melrose Avenue and Santa Monica Boulevard exists. Staff estimates that operating the service using the longer route (Option A) would cost approximately $75,000 more than using the shorter route option (Option B). While Option A is more expensive than Option B, staff believes that the longer route, Option A, would best position the pilot program for success, as this is a service that could be accessed by more of the City's residents and visitors (longer route and more stop locations), connects the Sunset Strip to the Melrose and Santa Monica Boulevard business districts, allows for connectivity to The PickUp and Metro bus lines, and would Page 4 of8
avoid having transit vehicles make turn arounds in narrow residential streets on the western end of the route. Marketing/Branding The Social Services Division, the City's Communications Department, as well as the Economic Development Department will work with a branding firm to develop a brand identity and visual vocabulary for the Sunset Strip entertainment shuttle. These services will include items such as name and tagline, logo design, color palette for vehicle, and target audience identification. Launching this new service will take considerable amount of marketing muscle. The key demographics for a Sunset Strip entertainment shuttle are much different from The PickUp. The audience on Sunset Blvd. includes more tourists and visitors from diverse locations and backgrounds much different than a "niche" market like the LGBT community that is the bulk of the key demographic that frequents the entertainment venues along Santa Monica Blvd. Staff will engage with one of the City's pre-approved graphic design firms to develop the creative for the vehicle wraps, pedestrian signage, and a complete portfolio of marketing collateral and promotional items. Included in the branding and marketing budget for this pilot program is an advertising budget of $50,000 to secure ad placement in variety of print and online publications, bus shelter ads and print marketing collateral such as postcards, brochures and bus shelter posters. Staff has had preliminary discussions with Sunset Strip businesses about their vision for the shuttle's brand. The business would like for the shuttle's design to appeal to those who eat, shop, and play in businesses on Sunset. They would also like for the shuttle to actively promote the Sunset Strip and complement Strip branding. As part of the shuttle's branding process, staff will further engage businesses on the Sunset Strip, Visit West Hollywood and other community stakeholders to inform the process. Given their history in branding successful shuttle projects in West Hollywood (The PickUp) and in Palm Springs (The BUZZ), staff recommends that Council approve an agreement with Symblaze Inc. to provide brand development services for the Sunset Strip entertainment shuttle. In addition to their experience in branding successful transportation projects, Symblaze Inc. is working with the Sunset Strip BID Advisory Board to create a brand for the Sunset Strip. Staff believes that the aforementioned branding project provides Symblaze with background knowledge that will be invaluable in the creation of a successful brand for the entertainment shuttle. Page 5 of8
Costs Staff developed cost estimates for both options using The PickUp's existing rate structure. Estimates are based on providing service with 15-minute intervals (which could vary with traffic congestion) on Friday and Saturday nights, from 7:00 p.m. to 3:00 a.m. Costs could be adjusted by modifying the schedule, for example, by having shuttles run every 30 minutes instead of every 15 minutes or by ending the service earlier. However, ending service earlier could impact the proposed service's public safety goal of keeping inebriated drivers off the road. Total program cost includes operating expenses, equipment, and the costs involved in promoting the service. Pilot Program Cost Estimate Options Option A (RECOMMENDED) Service on Sunset Blvd. with a connection to Santa Monica Blvd. $220,000 $65,000 Includes $15, 000 (brand $25,000 for development) graphic design and $50,000 to wrap advertising vehicles Included in Operational Cost Included in Operational Cost $285,000 Option B Service on Sunset Blvd. only $145,000 $65,000 Included in Operational Cost Included in Operational Cost $210,000 ***Assumptions used in calculating estimated total cost: Shuttle Service would run on Friday and Saturday evenings ONLY Hours of Operation would be from 7pm-3am Pilot Program Cost Estimates based on six months of continuous service Three shuttles for Option A and two shuttles for Option B were used for calculating number of operational hours Hourly service rates for The PickUp were used to calculate estimated operational costs. Page 6 of 8
CONFORMANCE WITH VISION 2020 AND THE GOALS OF THE WEST HOLLYWOOD GENERAL PLAN: This item is consistent with the Primary Strategic Goal(s) (PSG) and/or Ongoing Strategic Program(s) (OSP) of: OSP-4: Transportation System Improvement. OSP-3: Promote Economic Development while Maintaining Business Vitality & Diversity. In addition, this item is compliant with the following goal(s) of the West Hollywood General Plan: LU-15: Maintain Sunset Boulevard as a regional, national, and international destination for entertainment, and the primary economic engine of the City. M-5: Create an environmentally and financially sustainable transportation network that provides for the mobility and livability needs of West Hollywood residents, businesses and visitors. EVALUATION PROCESSES: In addition to requiring the program operator to provide detailed reports on ridership numbers, one of the next steps identified is the hiring of a consultant who could review the program by conducting on-board intercept surveys of riders, interviews of individuals on the street, and surveys of businesses with regard to the impacts of the pilot program. ENVIRONMENTAL SUSTAINABILITY AND HEALTH: Public transit programs generally promote positive environmental outcomes by reducing traffic flow and emission. Improvements to these programs will have a positive impact on all factors which result from expanding access to and use of public transportation. One of the goals of the proposed entertainment shuttle is to improve public safety by providing an alternative to driving for those who visit nightlife venues in the City. COMMUNITY ENGAGEMENT: For this project, the Social Services Division surveyed business on the Sunset Strip, discussed the proposal with management at four Sunset Strip Hotels, and gathered input from the Sunset BID Advisory Board and the City's Transportation Commission. The Economic Development Department also discussed this project with the Sunset Strip BID community at six roundtable meetings held during the month of July. Community feedback will be an ongoing part of measuring the impacts of this pilot program. OFFICE OF PRIMARY RESPONSIBILITY: HUMAN SERVICES & RENT STABILIZATION DEPARTMENT I SOCIAL SERVICES DIVISION Page 7 of 8
FISCAL IMPACT: None--funding included in the approved FY 2017-18 Operating Budget for the Social Services Division is sufficient to cover costs associated with the operation of the Sunset Strip Entertainment Shuttle. ATTACHMENTS: Attachment A: Route and Stop Locations for Option A Attachment B: Route and Stop Locations for Option B Attachment C: Summary of Sunset Strip Project Survey Responses and of Discussion with Hotels. Attachment D: Amendment No. 1 to Agreement for Services with Symblaze Inc. Page 8 of 8