SLIDE 1 MICROTRANSIT: PARTNERSHIPS WITH TNC’S
CalACT 2018 Autumn Technology & Shared Mobility Conference City of Monrovia · November 13, 2018
SLIDE 2 THE GENESIS OF GOMONROVIA
▪ The development context in Monrovia
▪ 2,200+ proposed multi-family units are in the housing development pipeline ▪ Over 2,000 new jobs added during the past 36 months ▪ The Gold Line boasts nearly 50,000 riders / day! ▪ Need to connect transit with Old Town Monrovia
▪ Development pressures necessitated the development of a plan to address traffic / parking
▪ Demographic trends indicate that Southern California is going to grow by more than 4 million people in the next 25 years! ▪ Real estate prices are rising 3x faster than household income ▪ Unaffordable housing is being driven by a lack of supply ▪ A 1,000 sq. ft. apartment in Monrovia costs nearly $3,000 / month!
SLIDE 3
HOW DID MOBILITY USED TO WORK IN MONROVIA?
SLIDE 4
SLIDE 5
SLIDE 6 MONROVIA TRANSIT (DIAL-A-RIDE) OVERVIEW
▪ Available to all residents & visitors within the service area ▪ Nine vehicles in City’s fleet, each equipped with ADA-approved wheelchair lift ▪ Reservations allowed up to one week in advance, plus standing reservation service HOURS OF SERVICE ▪ Mon-Fri, 7 a.m. – 10 p.m. ▪ Sat-Sun, 8:30 a.m. – 6 p.m. ▪ Old Town Station Square shuttle on Friday & Saturday evenings ▪ Closed on major holidays SERVICE AREA ▪ City of Monrovia ▪ Bradbury ▪ Unincorporated areas adjacent to Monrovia ▪ Target in Duarte (transfer to Duarte Transit) ▪ 24-hour notice for medical appointments at nearby physician’s offices & City of Hope FARES ▪ Regular (Ages 2+): $1.00 ▪ Senior Citizen / Riders with Disabilities: $0.75 ▪ Passenger's Aide (16+) / Children Under 2: Free
SLIDE 7 MONROVIA TRANSIT (DIAL-A-RIDE) BY THE NUMBERS
ANNUAL BUDGET ~ $1 million / year OPERATING STATISTICS
- Avg. Monthly Riders ~ 3,200
- Avg. Annual Riders ~ 38,000
- Avg. Monthly Disabled Riders ~ 255
- Avg. Trip Length: 1.19 miles
- Avg. Cost / Passenger ~ $19.70
SLIDE 8
IS THERE A MORE COST-EFFECTIVE, CONVENIENT, & RELIABLE WAY TO PROVIDE EXPANDED TRANSIT OPTIONS FOR OUR GROWING POPULATION?
SLIDE 9
SLIDE 10 ▪ A public-private partnership with ride-sharing provider, Lyft ▪ Lyft serves as the City’s primary public transit provider for all non-ADA related services ▪ The City operate an integrated transit service to accommodate ADA calls for service ▪ Passengers pay just $0.50 for a shared ride or $3.00 for a classic ride ▪ Bike-share program through a partnership with LimeBike ▪ LimeBike is different from traditional bike-share models ▪ There is no need to deploy expensive docking stations throughout a community with LimeBike ▪ Instead, LimeBike offers bikeshare options utilizing GPS technology to offer dockless bike- sharing ▪ Riders pay $1.00 per 30-minute ride
HOW THE PROGRAM WORKS
SLIDE 11
READY…SET…GO!
Initial Mobility Study Session – January 2018 Agreements with Lyft and LimeBike approved - February 2018 Launched GoMonrovia program - March 2018
SLIDE 12
MONROVIA TRANSIT
powered by
SLIDE 13 LYFT ROLL-OUT DETAILS
▪ Participants apply “GoMonrovia” promo code and discount is automatically applied on eligible trips ▪ Promoting program in partnership with Lyft ▪ Staff training held for Concierge Call Center service ▪ Targeted outreach to existing dial-a-ride users ▪ Advertising at Station Square, Old Town, Library, and City facilities
SLIDE 14 PROGRAM BUDGET
▪ Initial Program Budget: ▪ $360,000 / year for scaled-back Dial-A- Ride contracted services ▪ $640,000 / year for Lyft services ▪ Our initial Lyft programmatic expectation
▪ At $6.00 / ride, we had enough funding
for ~107,000 Lyft rides / year ▪ Previous ridership on Dial-A-Ride was ~ 39,000 / year
SLIDE 15 BENEFITS RESULTING FROM OUR LYFT PARTNERSHIP
▪ Bridges first mile-last mile connections between transit stops and origin / destination ▪ Significant resident behavioral changes related to mobility have been observed ▪ Substantial savings from prior dial-a-ride service model
▪ Previous subsidy amount: ~$19.70 / ride ▪ Lyft program subsidy amount: ~$5.80 / ride ▪ Savings of ~70% / ride!
▪ More convenient, faster, and personalized public transportation ▪ Reducing parking demand and helps ease commuter parking shortages ▪ Addressed late-night and holiday service interruptions
SLIDE 16
LIME
riding with
SLIDE 17 LIM IME ROLL-OUT DETAILS
▪ Non-exclusive agreement with Lime ▪ Limited number of bikes deployed in initial rollout (200)
▪ Increased to 250 in August
▪ Access to usage data through online portal ▪ Partnership warranted more logistical considerations:
▪ Identifying deployment locations ▪ Parking in business vs. residential areas ▪ Safety concerns ▪ Parking etiquette
SLIDE 18 LIM IME ROLL-OUT DETAILS
▪ Bikes deployed at key locations in town
▪ Partnered with large employers ▪ Visible locations in downtown corridor ▪ Prominent signage and parking at Metro station transit hub
▪ Outreach to promote safety and awareness:
▪ Partnership developed with Move Monrovia ▪ Helmet giveaways ▪ Community bike ride events
SLIDE 19 LIM IME ROLL-OUT DETAILS
▪ Lime hired a Monrovia resident to rebalance bikes on a daily basis ▪ Designate “preferred parking” zones on the mobile app ▪ Use of data to identify additional bike rack locations
SLIDE 20 IN INITIAL AREAS OF CONCERN RELATED TO LIM IME PARTNERSHIP
▪ Where riders will park their bikes
▪ Could result in unsightly piles of bikes in popular areas
▪ Bicyclist may ride on sidewalks creating unsafe pedestrian conditions ▪ Influx of riders inexperienced with following traffic laws with cars ▪ Drivers inexperienced navigating near high number of bicyclists ▪ Underage riders without a helmet ▪ Bikes in residential neighborhoods ▪ Possibility of too many bikeshare providers operating in the City
SLIDE 21 BIK IKE & SCOOTER SHARE ORDINANCE
▪ City Council adopted bike share ordinance with Lime agreement
▪ Later amended to add scooter share
▪ Precaution against disorderly or unauthorized use / placement of bikes ▪ Establishes permitting and licensing requirements that regulate bike share companies’ use of City streets and public and private property for their operations ▪ Bike share company must obtain prior authorization before operating in the City or placing a bike rack or bike on City property
SLIDE 22
MARKETING & OUTREACH
SLIDE 23 GOMONROVIA LAUNCH PARTY
MARCH 17, 2018
SLIDE 24
COMMUNITY BIKE RIDE
SLIDE 25
GOMONROVIA MARKETING & OUTREACH
SLIDE 26
GOMONROVIA MARKETING & OUTREACH
SLIDE 27
GOMONROVIA MARKETING & OUTREACH
SLIDE 28
BUT… ARE PEOPLE EVEN USING GOMONROVIA?
SLIDE 29 GOMONROVIA LYFT USAGE SIN INCE LAUNCH
Since GoMonrovia began on March 17, 2018…
4,921 RIDES 32,827 RIDES MARCH APRIL MAY 20,732 RIDES
SLIDE 30 GOMONROVIA LYFT USAGE SIN INCE LAUNCH
Since GoMonrovia began on March 17, 2018…
4,921 RIDES 32,827 RIDES MARCH APRIL MAY 20,732 RIDES
SLIDE 31 GOMONROVIA LYFT USAGE SIN INCE LAUNCH
Since GoMonrovia began on March 17, 2018…
4,921 RIDES 32,827 RIDES MARCH APRIL MAY 20,732 RIDES
SLIDE 32 GOMONROVIA LYFT USAGE
59% 34% 6% 1%
Trip rip Len ength (M (Mile les)
0-2 miles 2-4 miles 4-6 miles >6 miles
SLIDE 33 GOMONROVIA LYFT USAGE
In May 2018, the City provided a total of 30,671 trips powered by Lyft. ▪ Midday and evening rides most popular time of day
▪ Going out to lunch and after-work errands ▪ 1/5 potentially using for commute
▪ Most rides are for short distances
▪ 30% of rides were 5 miles or less; 83% of rides were 10 miles or less
▪ Rides evenly distributed throughout the week
▪ Sunday least popular day of the week; Tuesday – Friday most popular days
20% 39% 33% 8%
Usa sage by y Tim ime of
Day
AM PEAK MIDDAY PM PEAK LATE NIGHT
SLIDE 34 WHERE ARE PEOPLE RID IDING?
49% of total rides are to hot spots
Old Town Monrovia Gold Line Station Santa Anita Mall Areum Apartments City of Hope Huntington Oaks Center Huntington Tech Corridor
SLIDE 35 GOMONROVIA LYFT USAGE
Over have signed up to use Lyft through the GoMonrovia Program, making GoMonrovia
SLIDE 36 GOMONROVIA LIM IME USAGE SIN INCE LAUNCH
Total Number of Rides ▪ 13,342 total rides completed ▪ ~40 rides / day Total Time Spent Riding ▪ 4,773 hours Total Number of Riders ▪ 4,282 unique riders Total Distance Ridden ▪ 10,509 miles ridden
SLIDE 37 HOW ARE PEOPLE RID IDING?
The average user travels 0.5 mile & rides for 12 minutes Fridays & Saturdays are the most popular days
SLIDE 38 HOW OFTEN DO PEOPLE RID IDE?
62% 33% 5%
<3 trips 3-15 trips 15+ trips
SLIDE 39
LIM IME ONLINE DATA PORTAL
SLIDE 40
LIM IME ONLINE DATA PORTAL
SLIDE 41
THIS SOUNDS GREAT! BUT HOW DO YOU PAY FOR IT?
SLIDE 42 RESTRICT CTED TRANSPORTATION REVENUES
▪ We receive ~$3 million in restricted transportation funds on an annual basis ▪ About ~$1.8 million is reserved for ongoing capital projects / agreements, including with our dial-a-ride operator ▪ This leaves ~$1.2 million in restricted transportation revenues to use toward Lyft program
SLIDE 43
HOW DOES LA COUNTY PAY FOR TRANSPORTATION?
▪ Los Angeles County has four (4) voter- approved ½ cent sales tax measures for transportation ▪ LA Metro returns a portion of this funding to local municipalities each year (called local return dollars) ▪ Funds must be spent on transportation projects approved by LA Metro
SLIDE 44
HOW MUCH LOCAL RETURN MONEY IS IS AVAILABLE IN IN LA COUNTY?
Total Transportation Tax x Revenues (2017)
Prop A $195,700,000 Prop C $162,300,000 Measure R $121,800,000 Measure M $128,000,000 Total $607,800,000
SLIDE 45 WHAT DOES THE LOCAL TRANSPORTATION SCENE LOOK LIK IKE IN IN LA COUNTY?
Among LA County’s 88 cities…
▪ All cities have some transit program for seniors and people living with disabilities ▪ 57 cities operate/contract their own Dial-A-Ride Service ▪ 21 cities have transit partnerships with neighboring cities or LA County ▪ 6 cities have a Dial-A-Cab Service or Taxi Voucher Service
SLIDE 46 WHAT ARE LA COUNTY CIT ITIES SPENDING ON DIA IAL-A-RIDE?
City ity Pop
Operatin ing Budget (20 (2017) West Hollywood 34,399 $1,855,302 Manhattan Beach 34,926 $969,988 Mon
ia 35 35,1 ,135 $8 $897 97,221 Claremont 35,477 $827,191 Rancho Palos Verdes 35,558 $648,300 Temple City 36,590 $525,000 Bell Gardens 38,883 $463,200 San Gabriel 39,718 $320,000 Culver City 39,816 $312,867 Bell 41,643 $310,354 La Puente 42,072 $124,600
SLIDE 47
LOBBYING LA METRO TO SUPPORT NEW MODEL OF SUBURBAN MOBILITY
▪ After ongoing extensive discussions and negotiations with Metro’s CEO, all transportation local return dollars are now eligible for use towards Lyft subsidies ▪ This determination by Metro effectively opens up Prop A, Prop C, Measure R & Measure M local return dollars for use in employing rideshare companies (such as Lyft) as a public transportation services provider
SLIDE 48 GOMONROVIA LYFT USAGE CONTINUES TO SHOW SUBSTANTIAL GROW EACH MONTH
32,827 RIDES 41,896 RIDES 67,134 RIDES MAY JULY AUGUST 54,047 RIDES JUNE
SLIDE 49 HOUSTON, WE HAVE A PROBLEM!
▪ In May 2018, ridership reached nearly 33,000 rides… close to the ridership we used to provide over the course of a year
▪ Average trip subsidy of $6.00 / ride
▪ We realized if the program continued to grow at such a fast pace, we were going to run into a budget deficit ▪ Program was TOO simple, convenient, and personalized!! ▪ Partnering with Lyft had helped create a new model of suburban mobility
SLIDE 50 PROGRAM ADJU JUSTMENTS
To address growing deficit, City Council approved first price shift… $0.50 option moved to Shared Rides only $3.00 option to ride Classic Lyft Change took effect
SLIDE 51 IN INITIAL RESULTS & NEXT STEPS
▪ Pricing shift successfully slowed ridership growth and lowered costs ▪ Ridership appears to have stabilized ~60-70,000 rides / month ▪ New average trip subsidy of $3.85 / ride ▪ Need additional pricing shift to further reduce average trip subsidy closer to $2.00 / ride ▪ Tentative $1.00 Shared & $4.00 Classic ride effective February 2019
SLIDE 52 NEED TO BALANCE PRIC ICING AGAINST OTHER LOCAL TRANSPORTATION OPTIONS
Metro Foothill Transit Previous Dial-A-Ride Regular Fare
$1.75 +
Parking at Gold Line Station:
$3:00 $1.25* - $1.50 $1.00 Current: $0.50 Shared $3.00 Classic Lyft Proposed: $1.00 - $1.50 Shared $4.00 Classic Lyft
*with TAP card vs. cash
SLIDE 53
FREQUENTLY ASKED QUESTIONS
SLIDE 54
HOW MUCH CUSTOMIZATION CAN YOU ACTUALLY DEPLOY IN IN DESIGNING A LYFT TRANSIT PROGRAM?
SLIDE 55
HOW DO YOU PROVIDE LYFT SERVICES TO THOSE WIT ITHOUT A SMARTPHONE?
SLIDE 56 WHAT IS IS IT IT LIK IKE WORKING WIT ITH LYFT (A (AND LIM IME)?
▪ Both companies have been great, and have always followed-through ▪ But…you have to be patient! ▪ Lyft and Lime are both expanding rapidly, and like us, have staffing constraints
▪ For example…Paul Davis is responsible for ALL of the partnership programs engaged by Lyft!
SLIDE 57
WERE CONTRACT NEGOTIATIONS DIF IFFICULT?
▪ Outside of insurance provisions, overall contract negotiations were easy ▪ But…be patient, because Lyft has lawyers too!
SLIDE 58
IS IS IT IT HARD TO GET RID IDERSHIP DATA?
SLIDE 59
SOME KEY TAKEAWAYS
SLIDE 60 GOMONROVIA PROGRAM RESULTS
▪ Lyft Program
▪ Substantial cost savings per ride compared with dial-a-ride service ▪ Serves to address development concerns related to traffic and parking ▪ Significant program participation within the community ▪ Reduces greenhouse gas emissions! Every Lyft ride is carbon-neutral! ▪ Shared rides count as public transit
▪ Lime Program
▪ Cost effectively adds a visible bike share program into the community ▪ No need for expensive, limited docking stations ▪ On-the-ground Lime team redistributes & maintains bike fleet at no cost to City
SLIDE 61 WHY HAS THE COMMUNITY RESPONDED SO WELL TO THE GOMONROVIA PROGRAM?
▪ We kept the program design simple
▪ Any ride that starts and ends in the service area is eligible for the discounted ride ▪ But…keep in mind that if a program is too successful at the beginning, it may create challenges if you need to make significant modifications later on ▪ Each community and city organization is different, and it is recommended programs be designed to meet your needs in a way that fits with operational capacities
▪ We really focused on developing and executing an effective GoMonrovia marketing campaign
SLIDE 62 LIM IME LESSONS LEARNED
▪ Expensive, limited docking stations not ideal for suburban environment ▪ Cost-effective way to add visible bike-share program in the community
▪ Incurred costs to install new bike racks & instructional signage ▪ No ongoing costs to run program
▪ Extensive community outreach & visible marketing improved adoption and reduced frustration ▪ Conservative rollout quantity helped ease concerns while working out kinks ▪ Permitting requirements helped limit competitors entering market ▪ On-the-ground Lime team redistributes & maintains bike fleet
▪ Rocky first few weeks to get the hang of it… be prepared!
▪ Designate City staff member to handle parking concerns from residents
▪ Eyes on the street for bikes left in same location more than a few days
SLIDE 63
FOOD FOR THOUGHT… EMERGING TRENDS IN THE BIKE / SCOOTER / CAR SHARING ECONOMY
SLIDE 64
WHAT’S NEXT FOR LIME?
SLIDE 65
WHAT’S NEXT FOR LYFT?
SLIDE 66
THE FUTURE OF BIK IKE & SCOOTER-SHARING…
SLIDE 67
THE FUTURE OF BIK IKE & SCOOTER-SHARING…
SLIDE 68 THANK YOU!
Oliver Chi
Lauren Vasquez
lvasquez@ci.Monrovia.ca.us
Brittany Mello
bmello@ci.monrovia.ca.us
