microtransit: partnerships with - calact partnership with tnc gomonrovia...provider, lyft lyft...
TRANSCRIPT
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MICROTRANSIT: PARTNERSHIPS WITH TNC’SCalACT 2018 Autumn Technology & Shared Mobility Conference
City of Monrovia · November 13, 2018
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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!
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HOW DID MOBILITY USED TO WORK IN MONROVIA?
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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
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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
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IS THERE A MORE COST-EFFECTIVE, CONVENIENT, & RELIABLE WAY TO
PROVIDE EXPANDED TRANSIT OPTIONS FOR OUR GROWING POPULATION?
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▪ 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
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READY…SET…GO!
Initial Mobility Study Session – January 2018
Agreements with Lyft and LimeBike approved - February 2018
Launched GoMonrovia program - March 2018
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MONROVIA TRANSITpowered by
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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
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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
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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
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LIME riding with
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LIME 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
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LIME 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
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LIME 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
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INITIAL AREAS OF CONCERN RELATED TO LIME 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
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BIKE & 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
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MARKETING & OUTREACH
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GOMONROVIA LAUNCH PARTYMARCH 17, 2018
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COMMUNITY BIKE RIDE
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GOMONROVIA MARKETING & OUTREACH
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GOMONROVIA MARKETING & OUTREACH
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GOMONROVIA MARKETING & OUTREACH
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BUT…ARE PEOPLE EVEN USING
GOMONROVIA?
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GOMONROVIA LYFT USAGE SINCE LAUNCH
Since GoMonrovia began on March 17, 2018…
4,921 RIDES
32,827 RIDES
MARCH
APRIL
MAY
20,732 RIDES
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GOMONROVIA LYFT USAGE SINCE LAUNCH
Since GoMonrovia began on March 17, 2018…
4,921 RIDES
32,827 RIDES
MARCH
APRIL
MAY
20,732 RIDES
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GOMONROVIA LYFT USAGE SINCE LAUNCH
Since GoMonrovia began on March 17, 2018…
4,921 RIDES
32,827 RIDES
MARCH
APRIL
MAY
20,732 RIDES
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GOMONROVIA LYFT USAGE
59%
34%
6%1%
Trip Length (Miles)
0-2 miles
2-4 miles
4-6 miles
>6 miles
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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%
Usage by Time of Day
AM PEAK
MIDDAY
PM PEAK
LATE NIGHT
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WHERE ARE PEOPLE RIDING?
49% of total rides are to hot
spots
Old Town MonroviaGold Line StationSanta Anita Mall
Areum ApartmentsCity of Hope
Huntington Oaks CenterHuntington Tech
Corridor
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GOMONROVIA LYFT USAGE
Over have signed up to use Lyft through the GoMonrovia Program, making GoMonrovia
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GOMONROVIA LIME USAGE SINCE 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
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HOW ARE PEOPLE RIDING?
The average user
travels 0.5 mile &
rides for 12 minutes
Fridays & Saturdays
are the most
popular days
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HOW OFTEN DO PEOPLE RIDE?
62%
33%
5%
<3 trips
3-15 trips
15+ trips
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LIME ONLINE DATA PORTAL
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LIME ONLINE DATA PORTAL
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THIS SOUNDS GREAT!
BUT HOW DO YOU PAY FOR IT?
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RESTRICTED 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
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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
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HOW MUCH LOCAL RETURN MONEY IS AVAILABLE IN LA COUNTY?
Total Transportation Tax 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
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WHAT DOES THE LOCAL TRANSPORTATION SCENE LOOK LIKE 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
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WHAT ARE LA COUNTY CITIES SPENDING ON DIAL-A-RIDE?
City Population Operating Budget (2017)
West Hollywood 34,399 $1,855,302
Manhattan Beach 34,926 $969,988
Monrovia 35,135 $897,221
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
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LOBBYING LA METRO TO SUPPORTNEW 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
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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
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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
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PROGRAM ADJUSTMENTS
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 effecton Sept. 5
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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
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NEED TO BALANCE PRICING AGAINST OTHER LOCAL TRANSPORTATION OPTIONS
MetroFoothill Transit
PreviousDial-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
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FREQUENTLY ASKED QUESTIONS
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HOW MUCH CUSTOMIZATION
CAN YOU ACTUALLY DEPLOY IN
DESIGNING A LYFT TRANSIT
PROGRAM?
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HOW DO YOU PROVIDE LYFT SERVICES TO THOSE WITHOUT A SMARTPHONE?
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WHAT IS IT LIKE WORKING WITH LYFT (AND LIME)?
▪ 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!
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WERE CONTRACT NEGOTIATIONS DIFFICULT?
▪ Outside of insurance provisions, overall contract negotiations were easy
▪ But…be patient, because Lyft has lawyers too!
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IS IT HARDTO GET RIDERSHIP DATA?
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SOME KEY TAKEAWAYS
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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
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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
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LIME 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
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FOOD FOR THOUGHT…
EMERGING TRENDS IN THE BIKE / SCOOTER / CARSHARING ECONOMY
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WHAT’S NEXT FOR LIME?
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WHAT’S NEXT FOR LYFT?
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THE FUTURE OF BIKE & SCOOTER-SHARING…
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THE FUTURE OF BIKE & SCOOTER-SHARING…
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THANK YOU!
Oliver Chi
Lauren Vasquez
Brittany Mello