City Council Meeting: January 8, 2008

Agenda Item: 1-G 

To: Mayor and City Council 

From: Stephanie Negriff, Director of Transit Services

Subject: Cancellation of Downtown Farmers’ Market Ride and Pico Farmers’ Market Ride

Recommended Action

Staff recommends that the City Council authorize Big Blue Bus to cancel the Downtown Farmers’ Market Ride and Pico Farmers’ Market Ride services because of very low ridership.

Executive Summary

Over one year after the implementation of these services on a demonstration basis, ridership remains extremely low in spite of extensive promotions. On the Pico Farmer’s Market Ride the average is approximately 1.5 passengers per vehicle service hour. On the Downtown Market Ride, the average is just over four passengers per vehicle service hour. Other Mini Blue services perform markedly better with Crosstown Ride carrying 30 passengers per vehicle service hour and Sunset Ride carrying over 50 passengers per vehicle service hour. The annual savings in operating costs of $87,000 will be redirected to other Mini Blue services in the community.

Background

On November 25, 2006 Big Blue Bus implemented two shuttles on a demonstration basis to connect the Saturday and Wednesday Downtown Farmers’ Market and the Saturday Pico Farmer’s Market with adjacent residential neighborhoods. Council approved incorporation of these services into the Mini Blue community transit system on July 24, 2007.

Discussion

The Farmers’ Market Rides have been a useful experiment in the offering of a short distance shuttle serving a specific event that draws visitors from a large area. It demonstrated the challenge of attracting a significant number of riders from a small service area where there are competing transit services and the possibility of reaching the destination by walking.

The Downtown Farmers’ Market will continue to be directly served by Big Blue Bus lines 2, 3, 4, 5 & 9. Much of what ridership there is can be attributed to passengers waiting at bus stops where segments of the route are shared by Lines 4 and 9. Line 7 will continue to directly serve the Pico Farmers’ Market.

Public Outreach

The services were extensively promoted throughout Santa Monica by direct mailing of a route map and free pass to all SM residential addresses in June and September of 2007. One thousand shopping bags branded with Farmers' Market Ride maps were distributed to vendors at both markets for their customers. Route maps, schedules and free passes were distributed to the public at every “Twilight Dance Series” concert at the Pier during the summer of 2007. Posters were prominently displayed in Santa Monica Place Mall and on the exterior of Big Blue Buses. Promotional brochures were distributed at the Big Blue Bus Customer Service Center, all Santa Monica public libraries and public schools, and at three Convention Center and Visitors’ Bureau information centers. Advertisements were placed in the Santa Monica Daily Press, Santa Monica Mirror, the Argonaut, UCLA Daily Bruin, Hoy and Saturday Night Magazine. A notice was placed on the Big Blue Bus web site homepage with service details appearing on other web pages. A detailed press release was distributed to local news media.

Financial Impacts & Budget Actions

Downtown Market Ride and Pico Market Ride require 844 annual vehicle service hours. These resources will be redirected to other Big Blue Bus Mini Blue services to relieve overcrowding.

Prepared by:

Paul Casey, Senior Transit Programs Analyst

Approved:	Forwarded to Council:
Stephanie Negriff Director of Transit Services	P. Lamont Ewell City Manager