HomeMy WebLinkAbout2025-09-09 - AGENDA REPORTS - SHUTTLE SERVICE PILOT PGMO
Agenda Item: 1
CITY OF SANTA CLARITA
AGENDA REPORT
UNFINISHED BUSINESS
CITY MANAGER APPROVAL: Lj
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DATE: September 9, 2025
SUBJECT: SHUTTLE SERVICE PILOT PROGRAM
DEPARTMENT: Economic Development
PRESENTER: Adrian Aguilar
RECOMMENDED ACTION
City Council:
1. Receive an update and analysis on the Shuttle Service Pilot Program in Old Town Newhall.
2. Provide staff with direction for future service.
BACKGROUND
At the regular City Council meeting on July 8, 2025, the City Council approved a Shuttle Service
Pilot Program (shuttle service) in Old Town Newhall (OTN) to help alleviate parking constraints,
with a service schedule intended to meet the needs of all Main Street businesses.
The City of Santa Clarita (City) launched the shuttle service on Friday, July 11, with service
operating Fridays through Sundays, concluding on August 31, 2025. Hours of operation were
7:00-11:45 p.m. on Fridays, 2:00-11:45 p.m. on Saturdays, and 2:00-8:15 p.m. on Sundays. The
service operated every 10 minutes, using two shuttle -style vehicles. Each vehicle was equipped
with a GPS tracking system to provide accurate arrival and departure times. Additionally, each
stop along the OTN route was geocoded and assigned a unique stop ID number. This allowed
patrons to track the vehicle location using the City's Transit app, request a text message with bus
arrival times for their specific stop location, or scan a QR code to see real-time arrival
information.
To promote the shuttle service, City staff undertook a number of marketing and outreach efforts,
including social media posts, distribution of collateral materials, including posters in the City's
parking structure, promotional videos, and a media release announcing the start of the service.
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Promotion details are provided in the following table:
Flyers
Distributed to Chamber of Commerce and local businesses
Introductory Promotional Video
Posted to social media; received 38,269 views overall
Come With Me Promotional Video
Posted to social media; received 27,320 views overall
Web
Dedicated shuttle page on Transit website; Transit home
page banner updated to promote shuttle.
Posters and Si na e
Installed in the parking structure at elevators and stairwells
X (Twitter)
Posted 3 tweets on X over the 8-week period, resulting in
988 views
Miscellaneous Marketing
Posted information on all City Local and Commuter buses;
Distributed media release to local outlets, resulting in
media coverage by The Signal and KHTS Radio
The shuttle service provided a total of 87 rides during the eight -week pilot period. Of those, 77
percent used the service on a Saturday. A table detailing the ridership data is attached.
A review of the pick-up and drop-off data shows that the majority of the riders (48) boarded at
the parking structure on 9th Street and Main Street, and exited at the stops on 6th Street and
Main Street (11), Walnut Street and 8th Street (11), and Market Street and Walnut Street (7). A
table detailing the pick-up and drop-off data is attached.
The ridership data was captured from manual driver counts and the electronic farebox system.
ALTERNATIVE ACTION
Other action as directed by the City Council.
FISCAL IMPACT
On July 9, 2025, the City Council appropriated $25,000 from the Council contingency fund for
the operation of the Shuttle Service Pilot Program in Old Town Newhall from July 11 through
August 31, 2025. There is no additional fiscal impact at this time.
ATTACHMENTS
Shuttle Service Ridership
Drop -Off & Pick -Up Location Data
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SHUTTLE SERVICE RIDERSHIP
July 11â August 31, 2025
Date Day of Week Passengers
7/11/2025
FRIDAY
0
7/12/2025
SATU RDAY
1
7/13/2025
SUNDAY
6
7/18/2025
FRIDAY
0
7/19/2025
SATU RDAY
10
7/20/2025
SUNDAY
0
7/25/2025
FRIDAY
6
7/26/2025
SATU RDAY
5
7/27/2025
SUNDAY
0
8/1/2025
FRIDAY
0
8/2/2025
SATU RDAY
10
8/3/2025
SUNDAY
2
8/8/2025
FRIDAY
0
8/9/2025
SATU RDAY
22
8/10/2025
SUNDAY
0
8/15/2025
FRIDAY
1
8/16/2025
SATU RDAY
2
8/17/2025
SUNDAY
0
8/22/2025
FRIDAY
0
8/23/2025
SATU RDAY
16
8/24/2025
SUNDAY
0
8/29/2025
FRIDAY
0
8/30/2025
SATU RDAY
1
8/31 /2025
SUNDAY
5
TOTAL
1 87
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SHUTTLE SERVICE
PICK-UP AND DROP-OFF DATA
July 11â August 31, 2025
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ALIGHTING
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