The City Council will consider a proposal to implement a 150 bicycle 'smart bike' citywide bike share program by Spring 2016 in West Hollywood.

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1 CITY COUNCIL UNFINISHED BUSINESS AUGUST 17, 2015 SUBJECT: CITYWIDE BIKE SHARE PROGRAM A INITIATED BY: COMMUNITY DEVELOPMENT DEP~MENT (Stephanie DeWolfe, AICP, Director (John Keho, AICP, Assistant Director) (Bianca Siegl, Long Range & Mobility tanning Manager)~ (Georgia Sheridan, AICP, Senior Planner) (Chris Corrao, AICP, Associate Planner) STATEMENT ON THE SUBJECT: The City Council will consider a proposal to implement a 150 bicycle 'smart bike' citywide bike share program by Spring 2016 in West Hollywood. RECOMMENDATIONS: 1. Direct staff to negotiate a contract with CycleHop, LLC for the purchase, construction, installation, operation and maintenance of a 150 'smart bike' bike share system for a period of three years, with two, two-year extensions. 2. Direct staff to launch public outreach process to solicit community input on potential station locations. 3. Prioritize implementation of bike infrastructure improvements upon completion of Pedestrian & Bicycle Mobility Plan. EXECUTIVE SUMMARY: This report summarizes the City's efforts to develop a public, city-wide bike share program in West Hollywood, and describes the proposed program operated by CycleHop, LLC (CycleHop), with equipment from Social Bicycles. The report addresses recent progress in implementing bike share with CycleHop in other Westside communities (Santa Monica, Beverly Hills, and UCLA), includes a discussion of Metro's the separate traditional bike share program to be operated by Bicycle Transit Systems, and addresses the differences and compatibility of the two systems. West Hollywood is well suited for bike share based on its urban form, demographics, residential density, employment density and destinations. CycleHop recommends a 150 bicycle 'smart bike' bike share system using Social Bicycles, which can be locked at bike share stations, as well as City bike racks. 'Smart bikes' use wireless technology that allows for bicycles to be parked and locked at any public bicycle rack, in addition to designated stations. An initial system size of 150 bikes at 20 stations is proposed as Phase I of a two-phase rollout. An optional Phase II could add 100 bicycles and 10 additional stations if and when demand justifies an expansion for an overall total of 250 bicycles at 30 stations citywide. The initial phase would locate stations in key 1 AGENDA ITEM 4. B

2 commercial districts throughout the City. West Hollywood has a strong advertising market and could likely attract advertisers and sponsors to offset program costs. CycleHop estimates capital costs to be approximately $508,000 with annual operating costs of approximately $345,000 for a 150-bike system (Phase I). With advertising revenues and user fees, CycleHop projects that the City could net over $200,000 in revenues annually. This report concludes with an implementation strategy for Phase I of a bike share system in West Hollywood. Should the City Council elect to move forward with this proposal, staff anticipates a six to nine month implementation period from contract execution to full program rollout. If a bike share program is approved, staff will return to City Council with a contract between the City and CycleHop. The contract is a three year contract with two separate optional two-year extensions for a total potential contract length of seven years. Staff will return to City Council to discuss program logistics, fare structure, branding, advertising/sponsorship, and bicycle facility improvements prior to deployment of bike share. BACKGROUND ANALYSIS: Bike share is a public bicycle transportation system that provides bicycles for short trips (typically between one and three miles) from bike stations placed at strategic locations throughout a city. It is a low cost system that reduces barriers to urban cycling by eliminating the need to store and maintain a bicycle. Bike share bicycles typically have headlights, tail lights, and cargo baskets, and provide residents, employees, students, and visitors with a fun and zero emission mode of transportation. The number of bike share systems in the United States has grown significantly in the last decade, with some large systems such as 'Citibike' in New York City with over 10,000 bicycles. Program Goals The following goals have informed the development of the recommended bike share system in West Hollywood: A West Hollywood bike share system should accommodate demand and provide efficient point to point bike transportation at a low cost. The system should be revenue neutral or positive and leverage the City's desirable advertising market to the fullest extent possible to cover operational costs. In addition, the City should use innovative and technologically advanced equipment to serve the diverse needs of the City's dense urban environment, provide ease of use for customers, and connections to key destinations within and around West Hollywood. The system architecture (i.e. bike equipment, docks and applications) should be easy to use, light, modular, and minimize its footprint on the City's sidewalks and public spaces. Lastly, the system should provide connectivity to key local destinations within and near City limits, and be easy to use for customers/riders. A West Hollywood bike share system should also be compatible with neighboring jurisdictions to the extent possible allowing users to travel to nearby destinations outside of the City's boundaries. 2

3 Previous Direction After a presentation on bike share on June 2, 2014, the City Council directed staff to return with an implementation plan for a citywide bike share system consistent with the City of Santa Monica's bike share program and coordinate with the principles, goals and objectives for a regional bike share network as put forth by the Westside Cities Council of Governments (WSCCOG). Staff was directed to engage with CycleHop to assess how a similar citywide bike share program could be implemented in West Hollywood. Staff provided City Council with an update on bike share on January 20, Staff has also provided updates on regional bike share efforts to the Transportation Commission at the following meetings: March 20, 2014 and August 20, 2014, and most recently on July 15, Transportation Commission At the July 15, 2015 Transportation Commission hearing, the Commission unanimously recommended that the City Council direct staff to contract with CycleHop for a bike sharing program in West Hollywood (Attachment D). Other comments expressed concern over distribution of helmets, and ensuring that bicycle facility improvements are made as part of this program. Commissioners also suggested that discounts or reduced rates should be offered to residents in addition to low-income constituents. Finally, comments suggested that a robust bicycle safety campaign should accommodate a bike share program to educate users about the rules of the road, discourage cycling on sidewalks, and encourage appropriate cycling behavior. The Bicycle Task Force The Bicycle Task Force (BTF) was established in November 201 O as the City was in the final stages of the General Plan update. The BTF was comprised of 18 members representing various commissions, residents, and City staff. The recommendations of the BTF have resulted in projects such as the installation of bicycle sharrows on Sweetzer Avenue and Fountain Avenue, and led to the creation of the West Hollywood Bicycle Coalition, which is part of the Los Angeles County Bicycle Coalition. The work of the BTF helped lay groundwork that informed the update of the Pedestrian and Bicycle Mobility Plan, which serves as the guiding document for pedestrian and bicycle infrastructure improvements. In addition, the Bicycle Task Force Report recommends the development of a bike share program for West Hollywood. Bike Share Programs in the Westside Cities The City of Santa Monica has been a regional leader in bike share implementation. In February 2014, the City of Santa Monica released a Request for Proposals (RFP) to install and operate a bike share system. Representatives from each Westside City, including West Hollywood staff, worked closely with Santa Monica during their exploration process, reviewed the RFP prior to its release, and participated in the interview panel to select CycleHop as the best vendor, utilizing the most current and technologically advanced equipment. At their November 11, 2014 City Council meeting, the City of Santa Monica awarded a contract to CycleHop for the purchase, construction, installation, and operation of a 500 bicycle bike share system. The Santa Monica bike share system will have approximately stations and will use Social Bicycles (smart bikes). Santa Monica expects a November 2015 system launch date. 3

4 Throughout the development of their program, the City of Santa Monica has been working with WSCCOG to ensure that their bike share system could be scalable to the region. The City of Santa Monica negotiated terms that include a "me-too" clause, which guarantees that other cities in the region can contract with CycleHop under the same pricing and contracting terms making it easily adaptable and expandable for other jurisdictions. As a result, other Westside Cities/communities are pursuing bike share programs with CycleHop (see Attachment B). The City of Beverly Hills, UCLA, and the City of Long Beach are all moving forward with CycleHop-operated bike share programs featuring Social Bicycles. The City of Culver City has actively participated in regional bike share discussions and recently initiated a bike share feasibility report. Century City may also be considering a bike share program in the near future and has expressed an interest in better connecting its employees that reside in West Hollywood to Century City. West Hollywood Bike Share Suitability The City's residential density, employment density, strong advertising market, tourism trade, and high number of destinations create a positive environment for bike share. The City is well served by public transit, and has a lower than average vehicle ownership rate, with many residents who are already engaged in the sharing economy and frequent users of transportation services like Uber and Lyft. West Hollywood is an active community and was rated as the most walkable city in California in both 2011 and However, traffic and parking continue to be the issues that residents dislike the most about living in West Hollywood, according to the 2013 Community Study. While the City has limited ability to reduce regional traffic congestion that impacts the City, a bike share system with smart bikes could provide a new transportation mode for residents and visitors to bypass traffic and reduce parking hassles. West Hollywood has 3.5 miles of bike lanes and sharrows, and plans to continue to expand the bicycle network following completion of the Pedestrian and Bicycle Mobility Plan update in early While the City has made a number of improvements in recent years to bike facilities, further improvement will be necessary to support and grow bike share in West Hollywood. As increasing numbers of cyclists take to City streets, the City must initiate and commit to measured and continuous bicycle improvements to ensure a comfortable experience for bike share users. CycleHop Experience & Services Founded in 2011, CycleHop currently has five bike share systems operating in the United States and Canada, with six additional programs scheduled for rollout over the next year. The list below indicates CycleHop's partner cities with pending bike share programs noted with an asterisk: City: *Atlanta, GA *Beverly Hills, CA *Long Beach, CA *Louisville, KY #of Bicycles: Scheduled Rollout Summer 2015 Winter 2015 Winter 2016 Spring

5 Orlando, FL Ottawa, ON Phoenix, AZ San Ramon, CA *Santa Monica, CA Tampa, FL *UCLA Campus *West Hollywood Operating Operating Operating Operating Fall 2015 Operating Spring 2016 Spring 2016 Total bicycles in operation: 1,800 *Total bicycles planned for operation: 1,950 (West Hollywood not included) As a bike share system operator, CycleHop is responsible for program administration, technical support, equipment maintenance, daily distribution and rebalancing of bikes, as well as the initial equipment installation and siting, ongoing customer services for program registration and payments, and in some cities, advertising and sponsorship. Social Bicycles (Smart Bikes) Social Bicycles was founded in 2010 in Brooklyn, New York, and manufactures wireless enabled 'smart bikes' for 15 bike share programs worldwide. The CycleHop system utilizes equipment and technology from Social Bicycles and represents the most advanced "smart bike" bike share technology available and ready for widespread deployment. Typically, bike share systems have relied on a traditional configuration, where a group of bicycles are parked to a dock with an electronic kiosk. The customer uses the kiosk for payment, and bikes are then dispensed (i.e. unlocked) to riders. In contrast, Social Bicycles (smart bikes) allow for customers to rent (i.e. unlock) and return (i.e. lock) a bike directly from onboard technology embedded in the bike, rather than a kiosk. Each smart bike has GPS technology embedded in the bike, allowing for a number of significant benefits including the following: 1. Parking: Smart Bikes address a frustration for some users of traditional bike share systems where riders reach their destination to find no docking spaces available. The issue is so prevalent that the term "dock-blocking" has become known in the bike share industry to describe this situation. With the traditional model of bike share, the rider must proceed to another station until an available dock is found to return the bike. With smart bikes, bicycles are available at stations, however the onboard technology allows users to lock the bike to any available bicycle rack. All available bikes will be shown on a smart phone app. Credits are offered to users who return bikes to station areas, reducing the burden of rebalancing bicycles, and lowering the cost to bike share users. 2. Apps: Riders can use a smartphone app to reserve bikes, pay for rental, find available bikes using real-time GPS, track rides online, and share their rides with their social networks. 3. Data: With GPS data embedded on all smart bikes, cities are able to collect critical data on travel patterns and system usage. This information can help 5

6 the City in a number of ways, including: a. Tracking reductions in Vehicles Miles Traveled (VMT) associated with bike share; b. Informing the need and location of future station locations; c. Enhancing the City's Transportation Demand Management program; and d. Providing feedback from users to identify high-demand bike routes. 4. Payment: With the smart bike model of bike share, fares can be paid through a smart phone app, online with a credit card, or through a payment kiosk (the City intends on having one central payment kiosk where customers without smart phones can purchase memberships). Social Bicycles will be implementing a cash payment option in winter 2016 via Pay by Me, where users can pay cash at a convenience store for membership in lieu of using a credit card. 5. Footprint: Smart bike racks are more slender and lighter than traditional bike share stations. This is due to the fact that the locking mechanism is on the bike itself, eliminating the need for underground utility connections, and locking mechanisms built into the dock. Smart bike stations are essentially branded linear bike racks with wayfinding and program information, and may include space for advertisement. In a City like West Hollywood with many competing uses for limited sidewalk space, a smart bike system is the best option for minimizing clutter in the public right of way. Advertising & Sponsorship Given the City's high desirability for advertising, there are favorable market conditions to help fund a bike share program through outdoor advertising and sponsorship. CycleHop's preliminary analysis estimates the value of sponsorship and advertising to be approximately $300,000 annually. This forecast was based on advertising market conditions in the area, "out of home" advertising ratings based on visibility for potential bike share stations, and analysis of comparable bike share programs operating in other cities. While CycleHop has the ability to provide advertising and sponsorship procurement services, the City may choose to contract with any advertising service provider. The Bike Share Feasibility Study provides more information on advertising in terms of type, location, and potential revenues. The City has a pending Street Media study that will look at outdoor advertising (bus benches and other City assets) in the public right of way holistically. When the Street Media project is complete, advertising for the bike share program could be managed under the same contract which would bring consistency in advertising to the public right of way. CycleHop provides advertising and sponsorship procurement as one of its services and can manage bike share advertising until the City is ready to transfer that responsibility to another vendor that will be handling the City's other outdoor advertising assets. 6

7 Budget Preliminary figures indicate that the initial capital costs of this program could be repaid over a three year period after securing sponsorship and an advertising contract. Estimated Startup Costs: Total Equipment & Installation: Estimated Annual Expenses/Revenue: Projected User Fees: Projected Advertising: Total Annual Revenue: Total Operating Expenses: Projected Net Revenue to City: $508,315* $262,500 $300,000 $562,500 -$ $218,178 * $500,000 has been allocated in FY15-16 budget. Additional expenses for possible curb or sidewalk reconfiguration are not included in this amount, and will be determined during the station siting process. Preference will be given in the station siting criteria for locations that do not require any concrete work. The revenue projection from user fees is based on Santa Monica's adopted fare structure. Adoption of a different fare structure for West Hollywood could change this estimate. Staff will conduct an analysis and return to City Council for further discussion regarding membership rates, hourly rates, possible discounts to low income residents, other discounts or incentives, and resulting impacts to projected user fees. Advertising revenue estimates are optimistic, and assume future coordination with other advertising assets described in the Street Media program. Actual revenues in the first few years of the bike share program may be lower. A limited percentage of sponsorship/advertising revenues may be deducted for advertising/sponsorship management and procurement. In addition, assumed station locations used to calculate advertising revenue projections may not be feasible due to site planning considerations such as solar access, adequate public right of way, visibility near driveways, clearance from utility boxes and traffic signals, etc. Proposed Implementation Strategy Staff proposes the following implementation strategy to roll out a successful bike share program in West Hollywood, in partnership with CycleHop. August> September Execute Contract and Purchase Bicycles: Initiate a three year contract with CycleHop, with two optional two year extensions for a total of seven years, similar to the terms developed by the City of Santa Monica for the installation, operations, and maintenance of a 150 bike system, with potential for expansion to 250 bicycles with future demand. October > November Conduct Community Outreach: Staff and CycleHop will conduct a public outreach campaign and create a "suggest a station" website where constituents can pin a 7

8 desired station location on a map. Outreach will be conducted to hotel operators, major employers, local business owners, residents, bicycle community groups and organizations, and managers/property owners of large development projects. CycleHop will engage the community in a branding effort to name the West Hollywood system. December > January Finalize Station Locations: Staff will identify bike station locations based on input from the community, business and property owners, available space within the public right of way, solar access, key destinations, consideration for advertising, and appropriate distribution of bike stations across the City. Staff will coordinate with neighboring cities, to secure potential station locations nearby yet outside of West Hollywood's borders. Of particular interest is the Hollywood & Highland area for access to the Metro Red Line subway (approximately 2.5 miles from City Hall), in addition to the Grove/Farmer's Market area. In addition, locations will be identified where sidewalk/parking configurations may need to change to accommodate racks. The Long Range & Mobility Planning Division will coordinate with the Department of Public Works to accommodate any physical changes necessary. Staff will return to the Transportation Commission and City Council with an update on the final station locations. Attachment C illustrates preliminary proposed station locations. February> April Site Preparation. Installation & System Test: The City will complete any remaining concrete and landscaping site preparation work for bike share stations by February. System installation will take place soon after that time, with a system test occurring in March 2016 and full public launch planned for April Additional Considerations During the implementation process and throughout operation of the bike share system, several additional considerations will be evaluated and addressed, and may brought back to the Transportation Commission and City Council for further direction as appropriate, including the following: 1. Bicycle Facility Improvements: The Pedestrian and Bicycle Mobility Plan will identify priority projects to support bike share readiness. The City should seek to quickly implement key bike facility improvements and work to eliminate gaps in the existing bicycle network so that there are more comfortable routes with improved wayfinding for cyclists of all skill levels. 2. Operational Safety: The City may wish to consider limits on the nighttime use of bicycles in entertainment districts to discourage drinking and cycling. The smart bike model allows for bicycles to be disengaged (i.e. turned off) in designated areas at certain times of the day if desired by the City. In addition, staff will work towards establishing a helmet policy for the City and make helmets available either through a kiosk, or via a coupon to local bike shops. 3. Transit Payment Integration: The City is working with the Westside Cities and Metro to address compatibility with Metro's system, including striving to integrate both 8

9 systems with Metro's TAP Pass program in the future. A significant barrier to TAP integration is that bike share requires a credit card to deter the theft of bikes, and the TAP system is not linked to a credit card. However, it is possible for a TAP card to be used as a membership identifier, and users would be required to then enter a PIN for payment. Metro has indicated that it may require cities using other bike share vendors (such as West Hollywood) to pay for costs related to integration with its fare payment systems. Staff will continue to work with Metro and with other Westside cities on TAP integration and encourage interoperability of all regional bike share programs. 4. Advertisina. Branding & Sponsorship: Staff will evaluate advertising options, coordinating with the Street Media project, secure vendors, and execute contracts for program sponsorship. Staff will return to the City Council with recommendations for the advertising program. Staff recommends green bicycles, to be consistent with Social Bicycles in the City of Santa Monica and the City of Beverly Hills. Developing a name and brand for the program will be part of the public outreach process led by a vendor. Finally, refining sponsorship and advertising projections will provide a more detailed and accurate revenue projection for the City. 5. Bicycle Safety Education: Bicycle safety education will be an important component of bike share in West Hollywood. Staff will work with the West Hollywood Bicycle Coalition, CycleHop and regional bicycle safety organizations to promote safe riding behaviors, discourage cycling on City sidewalks, and will also work to make motorists aware of the new bike share program through public service announcements. Bicycle safety classes will be offered to residents and visitors, and staff will work with the Sheriff's Department to assist with public outreach and also to enforce the City's regulations. 6. Fee Structure: Staff will evaluate the City of Santa Monica's fee structure, and consider various types of discounts that could be offered to low-income residents. In addition, fees should be set as to encourage annual memberships for residents, while making program accessible to visitors as well. 7. Sunset Boulevard: Sunset Boulevard poses both opportunities and challenges for bike share, as its topography, auto-oriented street design and high vehicle volumes do not lend to comfortable bicycle riding. However, it also is home to many large hotels whose guests are likely users of bike share. Many hotels on Sunset Boulevard already offer bikes to hotel guests on a first come first serve basis. Finally, the Sunset Strip area has an extremely profitable outdoor advertising market and siting stations in this area would help to support the bike share program. These factors will be considered in development of the proposed station locations. Metro Regional Bike Share Coordination In a separate but related effort, Metro is seeking to launch a county-wide bike share program structured around the Metro rail system to address first/last mile connectivity. In June 2015, the Metro Board selected Bicycle Transit Systems, Inc., which uses B Cycle bicycles in a traditional bike share model. The docking equipment used by the Metro selected vendor is not compatible with the equipment previously selected by the 9

10 Westside Cities. Metro expects to implement its program in phases, with Phase I launching in Downtown Los Angeles by summer 2016 and Phase II launching in Pasadena in Hollywood is the closest Metro bike share expansion area to West Hollywood. Expansion to Hollywood could occur after the successful implementation of the bike share pilot in Downtown Los Angeles. All jurisdictions in Los Angeles County have the ability to join Metro's program, using a traditional bike share model operated by Bicycle Transit Systems. Unfortunately, the program's current financial model and older and less flexible technology makes it a much less desirable program for West Hollywood. Metro's program is required to be cost neutral for the agency, but not for participating cities. Metro proposes to retain sponsorship and advertising revenues generated through bike share and to fund 50% of capital costs and 35% of ongoing operating and maintenance costs for cities participating in their program. This will require participating cities to fund 65% of ongoing operating and maintenance costs. Many communities identified as Metro's likely expansion areas may not have the resources to cover operating costs without an advertising revenue stream, and others may not wish to forego potential revenues from local advertising. This financial model may slow or restrict expansion to some areas. After a close analysis of the two separate bike share systems that are emerging in the region (the smart bike system used by some of the Westside Cities and the traditional bike share system to be used by Metro), it is clear that the smart bike system is more advanced and better suited for the City of West Hollywood, and offers a better return on investment through potential sponsorship and advertising. Because Metro is not offering consistent advertising and sponsorship revenues to local jurisdictions to fund ongoing operations and maintenance, selecting Metro's bike share system for West Hollywood could pose a significant financial burden to the City. In addition, Metro's funding sources may not allow for bike share stations to be located on private property, an area where great potential exists for expansion. Finally, because there are many demands on the City's limited sidewalks and public spaces, selecting a bike share system with slender and light system architecture is of critical importance for West Hollywood. The City is regularly participating in working meetings with Metro and the Westside cities to actively promote interoperability of the two bike share systems to encourage ease of use at a regional scale, including fare payment systems. West Hollywood staff also will continue to work with the Westside Cities, UCLA, and Long Beach, to collaborate on bike share compatibility and issues such as membership reciprocity for other bike share programs utilizing Social Bicycles. Next Steps If approved by City Council, staff will begin the process of negotiating a contract with CycleHop and move forward with the proposed implementation strategy including starting a comprehensive public outreach campaign to solicit feedback from the community on station locations. Staff will return to City Council within 45 days requesting approval of a contract with CycleHop. Staff will return to City Council with regular updates on bike share implementation until the official launch of the program tentatively scheduled for April

11 CONFORMANCE WITH VISION 2020 AND GOALS OF THE GENERAL PLAN: This item is consistent with the following Vision 2020 Strategic Programs: Transportation System Improvement Adaptability to Future Change This item is also consistent with the following goals of the West Hollywood General Plan: M-1: Develop a world-class transit system in West Hollywood. M-2: Collaborate on regional transportation solutions that improve mobility, quality of life, and environmental outcomes. EVALUATION: Long Range & Mobility Planning staff will monitor and evaluate the rollout process of citywide bike share. Once bike share is operational in April 2016, staff will ensure that agreed upon performance standards are being met by CycleHop. ENVIRONMENTAL SUSTAINABILITY AND HEAL TH: Bike share programs have the potential to reduce local traffic congestion, increase transit ridership, and reduce the City's contribution of greenhouse gas emissions. Bike share can improve public health by offering affordable and accessible bicycles to the public. Smart bikes provide data on cumulative Vehicles Miles Traveled and can help the City account for greenhouse gas emission reductions associated with bike share in an effort to meet the GHG reduction goals set in the 2011 Climate Action Plan. OFFICE OF PRIMARY RESPONSIBILITY: Community Development Department FISCAL IMPACT: None at this time. Staff will return to City Council with a contract with CycleHop and anticipates a start-up cost of $508,000 to initiate the program. $500,000 has been allocated in the City budget in account numbers , , If additional funds are needed to accommodate potential adjustments to sidewalks or curbs near station locations, staff will return to the City Council. Annual operating costs of the program are projected to be approximately $345,000. Projected revenues from user fees, sponsorship and advertising are anticipated to generate revenues of up to $560,000 per year, resulting in approximately $200,000 in annual net revenue to the City. Exact revenues and operating costs may vary from projections due to unknown factors such as precise station locations, future advertising/sponsorship agreements, and user rates. In January 2015, West Hollywood submitted an application to Metro to fund capital costs for the bike share program using Metro Call for Projects funding. The City was 11

12 recently notified by Metro of preliminary recommendation for approval of its funding request for this project. Metro Call for Projects funds will not be available until 2017 and is not consistent with the City's rapid launch timeline. The City could consider using Call for Projects funding for Phase II, but grant administration and the 50% required local match may not make this a desirable option. Staff will continue to pursue other funding sources. ATTACHMENTS: A. CycleHop Bike Share Feasibility Report B. Map of CycleHop bike share programs in Los Angeles Area C. Preliminary West Hollywood Bike Share Station Location Map D. Transportation Commission Minutes: June 15,

13 WEST HOLLYWOOD BIKE SHARE REPORT CYCLEH0P PREPARED BY CYCLEHOP AUGUST 2015

14 TABLE OF CONTENTS 1. Purpose of Report l 2. Introduction to Bike Share Westside Cities ConnectivitY Bike Share Suitability in West Hollywood West Hollywood Bike Share Program Overview Social Bicycles Bike Share Equipment Advertising and Sponsorship Projected Budget Regional Collaboration and lntegration Data Sources LIST OF TABLES Proposed Implementation Timeline Sponsorship Options & Advertising Options Projected Budget User Rates

15 1. PURPOSE OF THE REPORT This report was prepared for the City of West Hollywood by CycleHop, a nation-wide bike share operator. to assess the su itability of a bike share program in West Hollywood. The report addresses: Regional connectivity with the Westside Cities Key characteristics in West Hollywood that could support a bike share system The appropriate size and sca le of a bike share program in West Hollywood Potential destinations and station locations for bike share Recommended bike share equipment and technology Potential advertising and sponsorsh ip Projected costs for start-up and operation Continued regional collaboration and integration ABOUT CYCLEHOP CycleHop is the second largest Bike Share operations company in North America by number of cities served. Headquartered in Santa Monica, CycleHop provides cl ients w ith complete Bike Share solutions including planning, funding, equipment se lection, implementation, operations, marketing, sponsorship sa les, and regional expansion. CycleHop is contracted by Santa Monica and selected by Beverly Hi lls and Long Beach. Santa Monica Bike Share is scheduled for implementation in Services Planning and Implementation Location Siting and Permitting Bike Share Equipment Sa les and Support Customer Service Marketing Membership Sales & Fulfillment Staffing Maintenance and Balancing Stations Sponsorship Sales Fig. 1: A Bike Share Bicycle locked to a bike rack I 1

16 2. INTRODUCTION TO BIKE SHARE WHAT IS BIKE SHARE? Bike share is a bicycle transportation system that provides bicycles for short trips placed at strategic locations throughout a city. It is a low cost system t hat reduces barriers to urban cycling by eli m inating the need to store and maintain a bicycle. Bike share bicycles typica lly have headlights, tail lights, and cargo baskets, and provide res idents, em ployees, student s, and visitors wit h a fun and zero emission mode of transportation. Bike share is typically intended for t ri ps between one and three miles. It can complement public t ransit use by creating linkages to transit stops and stations that may be beyond a comfortable wal ki ng d istance, but w ithin an easy bike ride. Bike Share programs are already popular abroad, and increasingly popular in the U.S. At least 500 programs ex ist worldwide, including massive systems such as the Paris Bike Share network, which boasts over 18,000 bicycles.[ 3 J In the U.S., the Bike Share industry is growing at a rapid pace as municipalities continue to invest in public transportation and bikefriendly infrastructure and as consumers em brace the conveni ence that Bike Share offers. The number of protected bike lanes in the U.S. has nearly quadrupled since 2010, showing 2 marked increase in the w ill ingness of cit ies tc invest in bicycle infrastructure. Bike share serves both locals an d vi sitors, and promotes health and livability in cities by From 2000 to 2011, bicycle commuting has creating an alternative to driving. grow n by 47% nationally, w ith "bike -friendly communities" seeing higher growth (80%).[ 4 J - HEALTH Bike Share encourages active transportation. 3 hours of biking per week can reduce the risk of heart disease and stroke by 50% llj ECONOMY Businesses with bike facilit ies near them report increased foot t raffic and sales. Every bike share trip produces $7 in local economic act ivity. l 2 l PLANET Promotes green transportation - no pollution. no congestion - just fresh air and big smiles. TRANSIT Complements and supports other forms of public transit and improves lastmile connectivity, making it possible for more people to use public transit for commuting and local errands. I 2

17 Bike Share Systems in the United States Active Cities Alexandria VA Arlington VA Aspen CO Austin TX Boise ID Boston MA Boulder CO Brookline MA Broward County FL Buffalo NY Cambridge MA Charlotte NC Chattanooga TN Chicago IL Cincinnati OH College Park MA Columbus OH Denver CO Des Moines IA Fort Worth TX Greenville SC Houston TX Indianapolis IN Kailua, Oahu HI Long Beach NY Kansas City MO Madison WI Miami FL Miami Beach FL Milwaukee WI Minneapolis MN Nashville TN New York City NY Oklahoma City OK Omaha NE Orlando FL* Ottawa, ON Canada* Philadelphia PA Phoenix AZ* Pittsburgh PA Rockville MD Salt Lake City UT San Antonio TX San Diego CA San Francisco CA Santa Clara County CA Savannah GA Seattle WA Somervil le MA Spartanburg SC Tampa FL* Tulsa OK Washington DC Active Cities have implemented stations and bicycles. Planned Cities are at various stages of the implementation process. including feasibility studies, RFP review, and site planning, but have not yet installed stations or bicycles. A star (*) denotes Bike Share programs contracted to CycleHop. Planned Cities Anaheim CA Atlanta GA* Baltimore MD Beverly Hills CA* Bridgeport CT Cleveland OH Dayton OH Detroit Ml El Paso TX Hoboken NJ Long Beach CA* Los Angeles CA Louisville KY* Norfolk VA Pasadena CA Portland ME Portland OR Providence RI Richmond VA Sacramento CA Santa Monica CA* Tucson AZ West Hollywood CA I 3

18 3. WESTSIDE CITIES BIKE SHARE CONNECTIVITY West Hollywood is part of the Westside Cities Council of Governments (WSCCOG) which includes: City of Los Angeles, Beverly Hills, Santa Monica, and Culver City. To encourage a complete, accessible, and safe bicycle network, the WSCCOG hosted a series of meetings in 2011 with bicycle advocates to identify five priority corridors (Fig. 2). These corridors were chosen as preferred routes for bicyclists traveling between Westside cities for their potential to connect various cities and close gaps in the current bicycle network. The Westside Cities have a growing network of bikeways, paths, and protected bike lanes. In Santa Monica, bicycle mode share increased by 67% from 2011 to 2013 after the city expanded infrastructure with features such as green-backed and buffered bike lanes.e 5 J The WSCCOG has had many discussions on regional bike share to better connect the region, reduce congestion, link residents and employees to transit services, and improve the quality of life in Los Angeles. A key goal of the WSCCOG is "interoperability" among bike share technology and equipment to make transit between cities as seamless as possible.. ; I! I ' t., J! I I t=i coo~.us11'1q Bll.e Pall! (Oan11 fns!il\o BM! le Cl!rS tt J b allllg BM Aoulll fcllns ll I :. 1...::: - ---; t. ".. m - --=--- ~..... ~...,~ f'fu9.., ~~..., Fig. 2: WSCCOG Prio ri ty Gap Closure Bicycle Routes 1 4

19 4. BIKE SHARE SUITABILITY IN WEST HOLLYWOOD CHARACTERISTICS POTENTIAL LOCATIONS West Hollywood's density of residents, major employers, and popular destinations, along with its proximity to Westside transit lines and bicycle facilities, make it an extremely su itable candidate for a Bike Share program. While the City is well served by bus transit, the closest subway station at Hollywood and Highland is beyond a comfortable walking distance, but easily covered in minutes by bicycle. A citywide Bike Share program in West Hollywood would provide an opportunity to increase bicycle mode share. prompt further expansion of infrastructure w ithin the city, and improve bicycle connectivity with 3djacent cities. In West Hollywood, three promising system areas have been identified from our evaluation of suitability maps: Santa Monica Boulevard The "Sunset Strip" The Design District In evaluating the potential suitability of locations, we considered resident and visitor populations, places of employment, educational facilities. activity centers. hotels. popular destinations, transit stops, parks, and existing bicycling infrastructure. PROJECTED RIDERSHIP SIZE AND SCALE Based on the City's size. form. and demographics. CycleHop recommends a bike share system with approximately 20 stations and 150 bikes. The program could be expanded over time to include additional bikes and stations. Some of the stations may be placed outside the City's boundaries to serve key destinations such as the Los Angeles Farmers' Market. Cedars Sinai Hospital, and the Metro Red line station in Hollywood. The recommended business model and program components are outlined on page 7. PHASE I PHASE II Estimated Members Est. Casual Users per Year 15,000 25,000 Est. Da ily Trips Est. Total Trips per Year 96, ,000 I s

20 Proposed West Hollywood Bike Share Locations Currently, the more su itable areas for Bike Addit ional bicycle-friendly amenities such Share stations. based on topography and as wayfinding, bike racks and bike lanes can bicycle infrastructure. are Santa Monica encourage increased bike share use. Boulevard and the Design District. Although Sunset Bouleva rd has many hotels, large employment centers. and popular destinations. t he lack of bicycle facilit ies and steep terrain deter bicycle use in t hi s area. - 1 I ~ J I r1 #utr ~ ' ~ ~~ I l i l l I.:b l. l 6 I 0 0 o Q,...=~---2-r~o,--J [;:,.:--) i/ 0 0 ~ o of PftEUMIHARY BIKE IHAltE STA110H LOCAT10NI o- o- - 0 """'' '-- [J <IW..._.,.11\lClO~ "--... ~.. 119~ ~... ~., ~~ P...dil'..._N(l).t1L...,...~,...~ 0 )4 l I Fig. 3: Preliminary Proposed Bike Share Locations for West Hollywood and surrounding area. Final locations will be determined by community input and review by the Department of Public Works. I 6

21 S. WEST HOLLYWOOD BIKE SHARE PROGRAM OVERVIEW Business Model Structure CycleHop recommends that the West Hollywood Bike Share Program operate under a publicly owned, privately operated model, similar to that used by cities includ ing Chicago, Boston, San Francisco, Washington, DC, and Santa Monica. The program would be owned by the City of West Hollywood and operated by a private vendor using compat ib le bike sha re equipment used by Westside Cities. CycleHop has agreements with Santa Monica, Beverly Hills, and UCLA to provide bike share services. Proposed Westside Cities Bike Share Program Program Owner: City of West Hollywood System Partners: Santa Monica, Beverly Hills, and other Westside Cities Proposed Bike Share Operator: CycleHop Proposed Bike Share Equipment: Social Bicycles Number of Number of Launch Stations Bicycles Date Phase I April 2016 Phase II A pril 2017 Total Critical Path to Phase I 1. Contract with vendor 2. Public outreach and locations input 3. Location siting and permitting 4. Sponsorship commitment 5. Branding 6. Order Equipment: 6 month lead time to launch 7. Hire and train staff 8. Install Equipment 9. Launch Phase 11 Launch Triggers After launching Phase I, user demand and expansion of bicycle faci lities are good indicators of readiness for Phase II implementation. Demand-based triggers include monthly/annual membership numbers (ex.: more than 5 members per bicycle), t rip frequency (ex. : more t han 5 trips per bicycle per day), and observation of underserved areas in t he network. Additionally, regional expansion of bicycle facilities, improved system connectivity, and advancements in electric assist technology for Bike Share bicycl es w ill provide opportunities for expanding the system. Tab. 1: Proposed Implementation Timeline If approved by City Council and upon execution of a contract. CycleHop anticipates 9 months to complete all steps in the Critical Path. A launch date of April 2016 for Phase I is possible w ith City Council approval in August I 7

22 6. SOCIAL BICYCLES BIKE SHARE EQUIPMENT CycleHop recommends a "Smart Bike" system. Smart Bike architecture provides convenience for the user and drastically reduces the cost to implement and operate a bike share program. The SoBi system does not require bulky electronic docks because its locking technology is incorporated into the smart bike. SoBi racks do not require any power or wiring, and can be arranged in a w ide variety of configurations. CycleHop uses Social Bicycles "smart bikes" equipped w ith a solar-powered, GPS-enabled lock. Users can sign up for memberships online, through the mobile app, or at one of the kiosks at select Bike Share stations. Members can find, reserve, and unlock a bike with their mobile phone. Bicycles can be parked at system hub locations or at any public bike rack. Bike baskets also offer great media space. Fig. 4: A typical Social Bicycles Bike Share Station with Large Sign I a

23 What makes our technology unique? Social Bicycles is revolutionizing bike share by pioneering the 'smart-bi-ke' approach. Dumb Bike: 1960 Dumb Dock: 1994 Smart Dock: 2008 Smart Bike: 2013 Free bikes. no paymen. no protection Coin operated. no electronics. chain security RFID locks. kiosk POS interface. dockingpoint lock 3G GSM connection. GPS. accelerometer. electronic lock Fig. 5: Evolutio n of Bike Sha re Technology Front lighting 3 or 8 speed internally geared hubs Chainless shaft--drive transmission Kickstand Puncture-resist ant Kevlar tires Hub brakes Fig. 6: A Social Bicycles Bike Share Bicycle I 9

24 7. ADVERTISING AND SPONSORSHIP Almost every bike share program in North America is partially funded by sponsorship and/or advertising. Contracts and rates d iffer from city to city. Santa Monica does not allow advertising on its Bike Share stations and allows limited ads on its Bike Share bicycles. Lacking the same advertising lim itations, West Hollywood has the opportunity to fund a greater portion of its Bike Share program through sponsorship and advertising. Sponsorship options may include naming rights. adopt-a-station, or adopt-a-rack. Advertising programs offer ad panels on stations. advertising on bike basket s, and some vendors also offer digital ads on mobile apps. Advertising space is generally sold through short-term contracts, and can also be used by the city government for public service messages. To determine the value of sponsorship and advertising related to bike share, we considered historical data from sponsorship deals in comparable cit ies, location-specific t ra ffic counts, and local prices of other outdoor media assets. Who is sponsoring bike share? The fi nancial, healthcare, and airline sectors have been major participants. Companies like Cit ibank, Blue Cross Blue Shield, and A las ka Air have sponsored major programs. Consumer brands have also been participating. Based on current trends. b ike share sponsorship w il l continue to grow and attract higher prices in years to come. The sponsorship value is influenced by the DMA ranking (advertising market size). the number of bicycles in the system. and the term of the sponsorship. Typica l sponsorship deals range from 2 to 6 years. The Los Angeles metropolitan area is second only to New York City in ad market si ze.[ 6 J Who is advertising on bike share media assets? Many of the same brands that typically advertise on other Out of Home (OOH) transit media assets are also interested in bike share. National companies like Samsung, T-Mobil e. Subway, YouTube and alike have been advertising in the large ad markets. Local companies have also been participating but mostly in smaller markets. The advertising value is influenced by the number of media assets available, location specific automobile and pedestrian counts, term of the advertising, and other OOH media assets in the area. Advertising assets are typically offered short term between one month to a year. Advertising rates are also influenced by location traffic and comparable media assets to determine. OOH media companies may attract more dollars by combining mult ip le locations and media assets. Advertising and Sponsorship in West Hollywood Projected sponsorship and advert ising revenue is based on rates in Tables 1 and 2 (see pg. 12). Due to its high density and traffic volume, West Hollywood is ideally su ited for outdoor advertising. I 10

25 ADVERTISING ASSETS 1 Bike Assets Bike basket (1ns1de & o ts1d ), bik downti;be. 1 ar lac pla e. skirt g ard 2 Kiosk Ad Panels Display adv<:-rl1s1ng on bac l<lit adver1is1 ng panels 3 Freestanding Ad Panels Display advertising on dedicated advertising panels 4 Bike Docks Print adve rt1 s1ng wrapped on 1cycle do ks 5 Digital & Social Media D1g1tal advertising on syst0m website, mobile applications. and social media charinels 6 Print Materials Pnnt advertising m various collateral. including maps, brochures. membership cards and promotional go ods Fig. 7: Media Assets on Social Bicycles Equipment I 11

26 SPONSORSHIP OPTIONS Level Includes Presenting 1 Primary and exclusive sponsorship rights 2 Corporate logo featured on station elements, all bikes, website, mobile app, social media & collateral materials 3 Recognition as Presenting Sponsor at kick-off event with media coverage Station 1 Station Name Sponsor 2 10 memberships Stop & Shop 1 3 Recognition as station sponsor Rack Placement 2 3 memberships 3 Recognition as stop & shop sponsor Annual Cost Minimum $750 - $1, years per bike $5,000-2 years $10,00 0 per station $500 per 1 year rack Tab. 1: Sponsorship Options ADVERTISING OPTIONS Ad Asset Monthly Cost Min. Qty Bicycle Basket Ad $75 25 Station Ad Panel $1,000 5 Station Lit Ad Panel $1,500 5 Tab. 2: Advertising Options We recommend the City adopt industry standard sign sizes of 4' x 6' to maximize ad revenue potential. During the siting/permitting phase CycleHop will determine the most appropriate sign/ kiosk option for each location. which may require modification to the budget. Fig. 8: Sample Station Ad on Large Sign I 12

27 - I - - I.,- ~.... '..,.. _ "'.~.. ~: :r... - Book Soup, Sunset Live, Peet's Coffee, Viper I Sunset Blvd/Palm/Holloway Room, city parking lot on North side of A Sunset Blvd. I Sunset Blvd & Kings Rd Mondrion, Andaz Hotel, House of Blues, Saddle Ranch, Comedy Store B I Sunset Blvd & Doheny Rainbow cafe, Roxy, public parking, Sunset Strip BID, bank. shops, restaurants A ~ I SM Blvd & La Peer Pavilions grocery store B I I SM Blvd & Westmount SM Blvd & Holloway Dr. Ramada Hotel, red curb right in front of Ramada Inn is Ideal r\leterans Memorial Park. ihop, Barney's Beanery (might be a phase 2 location) I SM Blvd & Sweetzer City Half; Laundromat Gelson's; (very tight) c I I I I I I I I SM Blvd & Crescent Hgts SM Blvd & Fairfax SM Blvd & Stanley SM Blvd & Greenacre Fountain Ave & Vista SM Blvd & La Brea San Vicente & SM Blvd Melrose & San Vicente Mathew Shepard Human Rights Triangle, shops, restaurants, bank, bars Starbucks, Whole Foods, just for Dogs, North side of SM Bl near bus stop at WF Is best!the Pleasure Chest, Winstons, Bar Lubltsch, IVoda Spa Community Center, Plummer Park, Small Businesses Community Center, Plummer Park, Tennis Courts, Farmer's Market (Monday) Gateway, Best Buy, Target, restaurants, shops, bus stop West Hollywood Library, West Hollywood Park, Night Clubs, Banks (multiple stations) Pacific Design Center, Design Cafe; West Hollywood Park & Library; (private property) I Melrose & Westmount Urth cafe, galleries, shops B I Beverly & Doheny Bristol Farms, Ralphs, Furniture Shops B I Beverly & Robertson Coffee Bean, retail and restaurants A I Beverly & San Vicente Tab. 3: Proposed Locat ions, Phase I Cedars Sinai, Beverly Center, Dominick's, jerry's Deli ~ ' B B B A B B c A A A A I 13

28 II Sunset Blvd & Sweetzer... I ~.. Cabo Cantina, Sunset Trocadero, The Standard Hotel. A - II Sunset Blvd & Crescent Heights!Trader Joe's, CB2, Sunset 5 Theater (City of A la) II Santa Monica & Hancock Dr.!Tender Greens, Coffee Bean, apartments, shops; Bike & Hike LA II Melrose & Robertson Furniture shops, cafes, galleries A II Melrose & Orlando High-end clothing shops (City of LA) A B II II Fairfax & Melrose Fairfax & 3rd Street High school at a major intersection (City of la) Farmer's Market The Grove; Small Businesses and Restaurants (City of la) A A II Hol.lywood/Highland Station Oosest Metro station (City of LA) A High end shops and restaurants including: II Sunset Plaza Dr & Sunset Blvd Nicole Miller, Armani Exchange, Chin Chin, A Le Clafoutis II Sunset Blvd and Hayworth Trader Joe's, CB2, Sunset 5 Theater (City of la) A Tab. 4 : Proposed Locations, Phase II OOH Ratings: The Out Of Home Rating system measures audience potential for outdoor, public advertising including billboards, bus shelter and bus bench ads, and other outdoor media. An A rating indicates highest potential (billboards. bus shelter ads, and digital media present); a B rating indicates medium potential (the area contains at least one of the items in A); a Crating indicates low potential (little to no outdoor media present). Projected racks are summarized on the next page. Some Phase II locations will require mutual cooperation with the City of Los Angeles. Individual station sizes and specific locations to be determined and permitted during the siting process. I 14

29 8. PROJECTED BUDGET The following budget shows estimated initial capital costs and estimated annual operating expenses for a citywide Bike Share system in West Hollywood, with 150 bikes at initial rollout and up to 250 bikes total. PHASE 1: CAPITAL COSTS FOR A 1so.atKES / 20 STATIONS # EQUIPMENT DESCRIPTION UNITS UNIT COST TOTAL B.1 Bicycles V3 Smart Bicycle 150 $1,250 $187,500 B.7 Upgrade #1 : Bicycles Upgrade from 3 to 8 Gear Hub 150 $135 $20,250 B.8 Upgrade #2: Bicycles Upgrade to Skirt Guard 150 $80 $12,000 R2 Rack Curved Bicycle Rack 255 $175 $44,625 R.3 Rack Base Plate Rack Base Plate 255 $125 $31,875 S.1 Payment K'iosk Solar Operated Payment Kiosk 1 $10,000 $10,000 S.5 Large Map Display Large Info Panel 10 $2,000 $20,000 S.8 SmaU Map Display Compact Panel with Full Length Cover 9 $1,000 $9,000 S.11 Kiosk/Display Base Plate Kiosk/Display Base Plate 20 $250 $5,000 S.12A Base Plate Connector Plate-to-Plate Connector 255 $12 $3,060 S.128 Base Plate End Cap Station End Cap 40 $12 $480 STU Setup & Install Equipment Install & local Ops Setup 150 $876 $131,400 SHIP Shipping $125/bike, $25/rack, $400/sign-kiosk 1 $33,125 $33,125 TOTAL PHASE 1 EQUIPMENT & INSTALL COST $508,315 I PHASE 2: CAPITAL COSTS FOR A 10CMllKES / 10 STATIONS # EQUIPMENT DESCRIPTION UNITS UNIT COST TOTAL B.1 Bicycles V3 Smart Bicycle 100 $1,250 $125,000 B.7 Upgrade #1: Bicycles Upgrade from 3 to 8 Gear Hub 100 $135 $13,500 B.8 Upgrade #2; Bicycles Upgrade to Skirt Guard 100 $80 $8,000 R2 Rack Curved Bicycle Rack 170 $175 $29,750 R.3 Rack Base Plate Rack Base Plate 170 $125 $21,250 S.1 Payment Kiosk Solar Operated Payment Kiosk 0 $10,000 $0 S.5 Large Map Display Large Info Panel 5 $2,000 $10,000 S.8 Small Map Display Compact Panel with Full Length Cover 5 $1,000 $5,000 S.11 Kiosk/Display Base Plate Kiosk/Display Base Plate 10 $250 $2,500 S.12A Base Plate Connector Plate-to-Plate Connector 170 $12 $2,040 S.128 Base Plate End Cap Station End Cap 20 $12 S240 STU Setup & Install Equipment Install & Local Ops Setup 100 $876 $87,600 SHIP Shipping $125/bike, $25/rack, $400/sign-kiosk 1 $20,750 $20,750 TOTAL PHASE 2 EQUIPMENT & INSTALL COST $325,630 Tab. 6: Ca p ital Costs for Phase I and II I is

30 ANNUAL OPERATING BUDGET FOR A 160-BIKE SYSTEM BICYCLES BICYCLES OPERATING EXPENSES TOTAL TOTAL 1 Staffing $154,166 $256,944 2 Admin: HR, IT, Finance, Professional Services $30,834 $51,390 3 Marketing and PR $27,000 $45,000 4 Facility: Rent, Utilities, Office Supplies $48,000 $48,000 5 Communications $3,600 $6,000 6 Parts & Replacements $11,250 $18,750 7 Auto : Lease, Fuel, Maintenance $15,000 $25,000 8 Insurance $22,500 $35,500 9 Equipment Support and Connectivity Fees $27,000 $45, Membership Fulfillment $5,400 $10, TOTAL OPERATING EXPENSES $344,750 $541,584 PROJECTED INCOME 150 BIKES 250 BIKES 12 User Fees $262,500 $437, Sponsorship & Advertising $300,000 $450, TOTAL INCOME $662,600 $887, NET INCOME $217,750 $345,916 Tab. 7: Annual Operating Budget EQUIPMENT & OPERATING COST (per bicycle) Equipment Cost Operating Cost (One-Time Only) (Annual) Phase I $3,388 $2,298 Phase II $3,256 $2, 166 Tab. 8: Total Cost per Bicycle, by Phase I 16

31 USER RATES - SANTA MONICA The fol lowing rate structure was approved by Santa Monica City Council in June Prices are effective as of July 1, PROPOSED RATES Casual Users Hourly Cost Monthly Pass Basic Extended Transit Combo Annual Pass Basic Extended Basic. SM resident/tma member Extended, SM resident/tma member/ Founding member Student Rates Student (requires verification); pass for Sprine/Summer term or Fall/Winter term Rate Riding Time $6 60min Rate Dally Rldtn1 Time $20 30min $25 60min $15 60min Rate Dally Rldln1 Time $119 30mln $149 60min $79 30min $99 60min Dally Riding Time $47 60min. Riding time: For Casual Users, minutes are purchased In advance and balance of available time is reduced when used, with no expiration. For Passes, Daily Riding Time is the number of minutes included per day; no rollover credit; additional usaae is charaed at r~ular rates. on-line promotions for monthly passes may be offered directly or via social buying websites, (i.e., a 6 month membership may be offered for the cost of 3 months); Maximum S times per year, with Bikeshare Coordinator authorization. founding member: membership purchased prior to launch. Includes special promotional items TBD and opportunity to be selected for pre-launch testing. Miscellaneous Activity Charges/Credits Return bike out of system area Return bike to out of hub location in system area Return bike from out of hub location to hub Reserve bike for up to 10 minutes Tab. 9: Proposed Rates for Santa Monica Charge/Credit $20charge $2charge $1 credit Standard rates apply I 11

32 9. REGIONAL COLLABORATION AND INTEGRATION Regional collaboration between the Westside Cities provides multiple benefits to cities and customers. Cities benefit from shared resources. while customers find an integrated regional system convenient and easy to use. The Westside Cities share a vision of one regionally integrated system that serves a public transportation role and is seamless for the consumer. West Hollywood will continue to participate in reg ional discussions about bike share to make the technology and equipment as seamless as possible between cities. City Benefits Expedited contracting Same management and operations team Marketing and sales Bicycle safety education Sponsorship sales Grant applications User Benefits Uniform branding Uniform pricing Same card for bike access Equipment familiarity One website and app for membership Same billing system One customer service center I 1a

33 10. DATA SOURCES 1. Earth Policy Institute. May 2013, 2. Ibid. 3. Ben Schiller "Mapping The Worldwide Bike Sharing Phenomenon." Fast Company Exist. November League of American Bicyclists "The Growth of Bike Commuting." 5. U.S. Census Bureau, American Community Survey Nielsen OMA Rankings CONTACT INFORMATION Ron Durgin SoCal Regional Manager (424) cycle hop.com I 19

34

35 \ f [" Miles to Hollywood../- ~ Q -~.:.~~: & HI hland Red Line Station.- ~ I ~ ' "" - ~ i ~ ~ ~ ~ I ~ ; ~ ~ :. ~ ;_ ~ E.c:>~!!~~L.,, ~ ii K [ I Q\' ifij i ~fl(lf I 0 i i. r-' i j Norton ~x Q-~ I 0 ~ Santa Monica lvd 1 r----~ - I l j l J Wtllougtq.Att W1nngAW! ~ 0 Clinton St PRELIMINARY BIKE SHARE STATION LOCATIONS RosewoodAvt. 0 City of Los Angeles Station [.J City of West Hollywood Boundary Q Phase I Station Q Phase II Station Note: Fin1l 1tation locations wil be determined after thorough site 1n1t'f1tl, pubic outreach, coordin1tion w;th the Department of Pubic \Norits, the City of Los AnDelel, and private property O'Nflers. 1 Mile to Downtown Beverly Hills Ald.nl>f W. IUSt Bu rl onw.>y W lrd St W. Jrasr 0 L 'A~F11mef's Markl!!t&TheGr<Nt W. lstst Not to Scale Attachment C July 2, 2015