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HomeMy WebLinkAbout1990-06-12 - AGENDA REPORTS - COMMUTE MGMT PROGRAM (2)., 0 CONSENT CALENDAR DATE: June 12, 1990 SUBJECT: COMMUTE.MANAGE] VALLEY FREEWAY DEPARTMENT: Public Works/ 1 BACKGROUND • AGENDA REPORT City Manager Approval Item to be presented by: John E. Medina PROGRAM FOR THE I-5 AND THE ANTELOPE Commuter Transportation Services, Inc. (CTS), has proposed to the Cities of Lancaster, Palmdale and Santa Clarita a program to promote and help organize ridesharing and vanpools. CTS is a non-profit company organized and operated for the purpose of promoting ridesharing and vanpooling, 'increasing use of transit and increasing participation in variable work hour programs, telecommuting and other trip reduction programs. The main thrust of CTS's proposal is to reduce the number of vehicles commuting on the Antelope Valley Freeway and Interstate 5, (between the Kern County line and the I-5 and 14 Junction). This could be accomplished by providing a full-time person and implementing a marketing program, both dedicated to promoting and assisting residents, businesses, developers, realtors and the Chamber of Commerce in the creation and operation of vanpools Attached is CTS's proposal. The cost of this proposal to the three cities is estimated to be $107,400 or $35,000 per city. Attachment I provides a cost breakdown. Additionally, the proposal requires that one of the three cities provide office space, equipment and access to clerical support. City Staff will investigate donations of possible office space within the Santa Clarita Valley. City staffs for both Lancaster and Palmdale are working with their respective City Councils to approve and fund CTS's proposal. This program can be an important element of addressing .the City's and region's traffic problems. Staff recommends support of this program. All Proposition A funds for this year are programmed for the Transit Plan recently approved by the Council; consequently, staff recommends pursuing financial assistance from the private sector to fund this ,important program. 1. 2. Approve in concept the CTS proposal Direct staff to seek funding from the private the Council. sector and report back to Agenda Item:,. � L.J EXHIBIT A (continued) Funding Sources for Services • LO i • H F u n d i n g P r o v i d e d B y Service Santa Caltrans Total CTS Lancaster Palmdale Clarita (memo only) 1. Establish a local 805 $ 10,000 $10,000 $ --- $ --- S --- $ --- area code phone number to provide and publicize rideshare information. 2. Place a full-time CTS 63,000 --- 21,000 21,000 21,000 --- staff person on-site to service the area. 3. Include information about 8,000 8,000 --- --- --- --- Antelope Valley Bus Line's "The Express" bus service to LA on CTS' matchlists and in the Teleservicing information given to callers from the Antelope and Santa Clarita Valleys. 4. Arrange and conduct a 30,000 30,000 --- --- --- --- - promotion along the 14 Freeway corridor. 5. Develop a 5/14 Freeway 50,000 --- --- --- --- 50,000 Corridor Vanpool Discount Program. 5A. Short-term marketing 30,000 --- 10,000 10,000 10,000 --- efforts may include a month long awareness campaign, including radio spots, direct mail, telemarketing, print advertising, billboards and client site events. • LO i • H page 2 EXHIBIT A (continued) Funding Sources for Services F u n d i n e P r o v i d e d B y Service Santa Total CTS Lancaster Palmdale Clarita 5B. Long term marketing $ 4,200 $ --- $ 1,400 $ 1,400 $ 1,400 efforts will include the development of marketing materials, brochures and posters. 5C. Long term marketing efforts may include the development_of freeway and street signs to market the vanpool discount. 6. Assist in the development of home -end marketing materials to be used by developers, realtors, chambers of commerce and cities to promote the benefits of ridesharing and specific commute Programs developed by the community for their residents. $ 10,200 $ to be determined 7. Monitor evaluate the --- included Program by tracking in =2 the number of calls, above and number of placements. 3,400 3,400 3,400 Caltrans Developers (memo only) (memo only $ --- --- to be determined • TOTAL $ to be $205,400 $48,000 $ 35,800 $ 35,800 $35,800 $ 50,000 determined H H Y m 3 Ch z H ,k PROPOSAL TO THE CITIES OF LANCASTER, PALMDALE, AND SANTA CLARITA FROM COMMUTER TRANSPORTATION SERVICES, INC (CTS) MARCH 22, 1990 BACKGROUND The cities of Lancaster, Palmdale, Santa Clarita, and the surrounding unincorporated areas are a part of the most rapidly growing area in Los Angeles County. According to County of Los Angeles 2010 Projections published by the Department of Regional Planning, we can expect phenomenal growth to occur in the Antelope and Santa Clarita Valleys over the next twenty years. The following chart graphically depicts these changes: Projections Population Projections 1987 2010 % Change Santa Clarita Valley 120,000 270,000 +125 Antelope Valley 146,000 305,000 +109 Housing Unit Projections 1987 2010 % Change Santa Clarita Valley 37,500 93,400 +149 Antelope Valley 55,700 118,700 +113 Employment Projections 1987 2010 Change Santa Clarita Valley 32,000 111,000 +247 Antelope Valley 53,000 153,000 +189 Annual Average Growth Population Employment Santa Clarita Valley 1987-2010 6,300 1987-2010 3,400 Antelope Valley 1987-2010 6,600 1987-2010 4,300 The projections indicate that in twenty years the gap in the jobs -housing balance will close considerably, achieving nearly a 50% ratio. However, the present make up of these communities is primarily a residential population which commutes to work locations outside of the community. It is important that we focus on the travel needs of these commuters in order to ensure the future growth of 'the area while mitigating increased traffic produced by that growth. 0 0 • 2 PROPOSED PROGRAM In order to address the needs of the commuting population and develop services to meet those needs, Commuter Transportation Services, Inc. (CTS) offers this proposal to the cities of Lancaster, Palmdale Santa Clarita, and the surrounding unincorporated areas. CTS proposes to undertake the following activities: 1. Establish a local 805 area code phone number to provide and publicize rideshare information. (805) XXX -RIDE. Callers will be serviced by CTS' Teleservicing staff who will provide matching, and carpool, vanpool and transit assistance. CTS will work with Caltrans to convert existing signs along the 5 Freeway in the Santa Clarita Valley area, and install signs along the 14 Freeway with the local 805 area code phone number for carpool and vanpool information. The freeway signs will increase awareness and give the commuter a source for ridesharing information. SOURCE OF FUNDING: Caltrans/CTS 2. Place a full-time CTS staff person on-site to service the area. The Account Executive will work with cities, businesses, developers, realtors, and chambers of commerce to provide service to the Antelope and Santa Clarita Valleys. Service will address the needs of both the home - end and work -end commuter. A contract for a CTS staff person to administer the area's commute program is eligible for Prop A funding. The following are typical Account Executive job responsibilities: o Provide commute management services to employers within a geographical territory. Service is based on client needs, and can include CTS -provided services as well as referrals to other service providers, ie. consultants. o Act as CTS point of contact for employers within the specified territory. o Provide ridematching, average vehicle ridership (AVR), and needs assessment survey services. o Conduct Ridesharing Implementation System (RIS) briefings, and other group forums for clients. RIS briefings are group meetings in which employers receive information on ridesharing, obtain their employee surveys, and are advised on how to administer their surveys to gain successful results. Through the RIS 3 briefing employers receive CTS' ridematching service including employee matchlists, density maps, master lists, and statistics to assist the Employee Transportation Coordinator (ETC) in matching and placing employees in carpools, vanpools and transit. The coordinator also receives AVR statistics and zip code reports necessary for filing their AQMD Regulation XV plans. o Work with Regional Manager in scheduling tailored briefings and meetings for regional accounts, such as TMAs, corridor projects, and multi -site employers. o Manage and conduct meetings with ETC networks. o Provide collaterals and "how-to" information, manuals, videos, etc. to employer clients. o Assist employers in the formation of vanpools and buspools by providing density maps, how-to manuals, and referrals to vehicle vendors. Work with CTS' Vanpool Specialist to arrange for presentations to groups. o Promote CTS' workshops and training sessions providing clients with specific implementation assistance. In addition to the typical Account Executive responsibilities noted above, the cities of Palmdale, Lancaster, and Santa Clarita may opt to include assistance in specialized home -end projects to meet the needs of their rapidly growing residential communities. These optional projects could include: o Assistance in the development of Park -N -Ride facilities. o Relocation services to incoming businesses (assistance in the development of carpools, vanpools, buspools, for employees of companies moving into Lancaster, Palmdale, and Santa Clarita). o Assistance to developers and realtors in marketing of commute options to residents as a part of the services they offer. o Assistance in the development of a satellite work center to provide office facilities from which area employees may telecommute. i 4 o Assistance in the development of employer based, or residentially based Transportation Management Associations (TMAs). o Assistance in marketing the Caltrans Vanpool Discount Program. SOURCE OF FUNDING: Cities of Palmdale/Lancaster/Santa Clarita COST: Annual Salary & Fringe Benefits 45,100 Support Staff 91900 Overhead Costs 2,400 Computer Terminal & Communications Equipment 2,600 Out of Pocket Expenses, not to exceed 3,000 (travel & mileage reimbursement, chamber $63,000 of commerce dues & functions) IMPLEMENTATION DATE: 60 days after contract signing 3. Obtain office space and equipment for the assigned CTS staff member from the cities served. The space and equipment requirements include: 0 75-100 sq. feet of office space (work area and storage). o Desk and chair o Phone o Data line for computer terminal, voice line for phone. o Two file cabinets, bookcase o Postage o Office supplies Access to: o Fax o Copier o Clerical support SOURCE OF FUNDING: Cities of Palmdale/Lancaster/Santa Clarita COST: In-kind or direct expense to be shared by the cities served IMPLEMENTATION DATE: 60 days after contract signing k 4. Include information about Antelope Valley Bus Line's "The Express" bus service to Los Angeles on CTS' matchlists, and in the Teleservicing information given to callers from the Antelope and Santa Clarita Valleys. SOURCE OF FUNDING: CTS IMPLEMENTATION DATE: February, 1990 5. Arrange and conduct a promotion along the 14 Freeway corridor in May, 1990. The purpose of the promotion is to target and call to action the commuting population that resides in the Antelope and Santa Clarita Valleys and commutes daily on the 14 Freeway to work locations in the San Fernando Valley and Downtown Los Angeles areas. The communications will consist of an integrated plan using direct mail, billboards, print advertising, and radio advertising, all following the same theme and design. Commuters will be reached at the home -end, and during the commute to work. The communication vehicles are as follows: o Direct mail brochure to 15,000 residents. o Telemarketing - follow up call to recipients of the brochure. o Print advertisements placed in the local Antelope Valley newspaper. o Radio advertisements to air during morning and afternoon drive time on the local Antelope Valley radio station, 97.7 FM. o Ten billboards placed for a one month period. SOURCE OF FUNDING: CTS COST: $30,000 IMPLEMENTATION DATE: May, 1990 6. Develop a 5/14 Freeway Corridor Vanpool Discount Program with Caltrans and the cities of Lancaster, Palmdale, Santa Clarita, and the surrounding unincorporated areas. The Caltrans Vanpool Discount Program offers a new vanpool rider a four month discount to encourage vanpool development and placement. A 50% discount the first month, 40% the second, 30% the third, and 15% the fourth month strongly entices commuters to try vanpooling. In order to qualify, the vanpool must use the 5 or 14 Freeways from the Kern County line south to the junction of the 5 and 14 Freeways for at ri least a portion of the commute, and the vanpool passenger must be new to vanpooling or not have participated as a member of a vanpool during the six months prior to making application for the discount fare program. SOURCE OF FUNDING: Caltrans (vanpool subsidies) COST: $50,000 The Vanpool Discount Program will be promoted as a joint effort through Caltrans, the cities, CTS, and local chambers of commerce. Marketing efforts may include special vanpool discount information signs placed at freeway onramps, local radio spots, cable TV, work -end zip code parties, direct mail, print advertising, and brochures with information on the Vanpool Discount Program. Some promotional activities will be available at no cost, others at cost. The Vanpool Discount Program will run for at least an 18 month period. The following include short-term and long-term marketing options available for the Vanpool Discount Program: A) Short-term marketing efforts may include a month long awareness campaign, including radio spots, direct mail, telemarketing, print advertising, billboards, and client site events. Some or all of the following promotional elements may be included in the promotion. The costs are broken down in order to facilitate the selection process. Promotional Costs may include: 1. Direct Mail to present CTS registrants A. Printing $ 7,000 B. Mailing $ 3,000 Total $10,000 2. Billboards $ 6,000 3. Print ads $ 4,000 4. Client Site Events $ 3,000 5. Telemarketing calls $ 7,000 Grand Total $30,000 SOURCE OF FUNDING: Cities Palmdale/Lancaster/Santa Clarita COST: up to $30,000 3 7 B.) Long term marketing efforts will include the development of marketing materials, brochures, and posters. SOURCE OF FUNDING: Cities Palmdale/Lancaster/Santa Clarita COST: $3,000-$4,000 may be in-kind or direct expense shared by the cities served C.) Long term marketing efforts may include the development of freeway and street signs to market the vanpool discount. Caltrans estimates a need for fourteen large freeway signs and twenty-six small street signs - the freeway signs to be installed by Caltrans, the street signs to be installed by the cities in which they are located. Four freeway signs on the 5, ten freeway signs on the 14 @ $400 per sign Ten street signs near the onramps to the 5, sixteen street signs near the onramps to the 14 @ $130 per sign SOURCE OF FUNDING: Cities Palmdale/Lancaster/Santa Clarita COST: Signs - Telephone Option 1, approximately $9,000 Telephone Option 2, approximately $3,400 (without additional freeway signs) Telephone Option l: A special 800 phone number, in addition to the (805) XXX - RIDE number, may be established for the Vanpool Discount Program freeway and street signs. The 800 phone number will require one of the cities to man the phone, take the calls, and refer the calls to Caltrans. SOURCE OF FUNDING: Cities Palmdale/Lancaster/Santa Clarita COST: Approximately $500/month, plus city personnel to man the phone Telephone Option 2: The 805 phone number to be developed for carpool and vanpool information by CTS and Caltrans may be used for the Vanpool Discount Program freeway and street signs. The 805 phone calls will come directly to CTS, and be handled by CTS' Teleservicing personnel. SOURCE OF FUNDING: CTS COST: Cost absorbed by CTS IMPLEMENTATION DATE FOR VANPOOL DISCOUNT: September, 1990 8 7. Assist in the development of home -end marketing materials to be used by developers, realtors, chambers of commerce, and cities to promote the benefits of ridesharing and specific commute programs developed by the community for their residents. SOURCE OF FUNDING: Private developers 8. Monitor and evaluate the program by tracking the number of calls, and number of placements. Generate reports and make enhancements and adjustments as needed to ensure the success of the program. Monitor and report on Account Executive's field activities to ensure satisfaction of contract obligation. SOURCE OF FUNDING: CTS SUMMARY This commute management program is based on discussions CTS held with the cities of Lancaster, Palmdale, Santa Clarita, Los Angeles County, and Caltrans. The next step is to reach agreement, and set up a timetable upon which to proceed. The above services, which include both short-term and long-term projects provide the best combination of programs to achieve positive results. However, each element of the program can stand alone and be implemented separately.