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Prepared For: the City of Pismo Beach by JBG Research & Consulting

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Prepared For: the City of Pismo Beach by JBG Research & Consulting City of Pismo Beach - Bike Share Feasibility Study Prepared for: The City of Pismo Beach By JBG Research & Consulting August 25, 2014 1 City of Pismo BeachCover - Bike Share 3d rendering Feasibility Studyby Lisa – DRAFT Carvalho, inside cover by Sandprints Photography. 2 City of Pismo Beach - Bike Share Feasibility Study JBG Research & Consulting Economic Appraisals of Sustainable Transportation Policy, Programs & Projects August 25, 2014 Ben Fine, Public Works Director City of Pismo Beach 760 Mattie Road Pismo Beach, CA 93449 RE: DRAFT BIKESHARE FEASIBILITY STUDY Dear Mr. Fine: It is my pleasure to present the City of Pismo Beach with a feasibility study for a bikesharing system. This report is based on fieldwork, situational appraisals using City and Regional planning tools and documents, market analysis, best practices and guidance from the burgeoning national bikeshare phenomenon. While a number of suitability, cost:benefit, and business planning factors have been considered for this study, forecasts and business case justifications are only the beginning of something fun and exciting. Program Recommendations The characteristics of the Pismo Beach program, some of which are included here, should address the specific goals and objectives of the entity, project sponsors and project champion that emerge to lead it. The proposed “phase 1” system of 50 transit bikes across 5 stations in a contiguous area is recommended to introduce bikesharing to the City of Pismo Beach to establish a sustainable system that can be expanded as demand warrants. A system of this size is estimated at approximately $200k in start-up costs. In terms of operational structure, a “for-profit model”, based on a consortium of existing bike rental vendors, and a South County Transit partnership system, guided by a Technical Advisory Committee (TAC) is reasonable step forward; providing the system includes a progressive user, membership and advertising pricing structure. The next step for manifestation is to identify local business and government leaders who are fascinated by the benefits of a bikesharing program, and whom can review, critique and modify this feasibility study into an operational document; while establishing new program goals, public outreach, and begin assertively seeking funding 3 City of Pismo Beach - Bike Share Feasibility Study – DRAFT opportunities, not limited government grants alone; but corporate sponsorship from the health community, hospital boards, and PG&E for example. A new “Pismo Bike Transit, Inc.” public private partnership (PPP) or Joint Powers Organization, would coordinate start-up and operational activities with regional transit organizations and local jurisdictions. Stakeholder conversations during this study included a number of groups. One potential opportunity emerged with Calpoly Marketing Department to conduct a series of marketing exercises as part of their future curriculum; as well as continued graphical support for 3D modeling from Laurus College’s Grade-to-Work program. These affiliations might yield additional materials to win sponsorship opportunities, as well as provide a basis for approaching potential title sponsors like: PG&E or local Health Boards or Agencies. Finally, once a hardware vendor and operator has been selected or invented, (please note this study does not evaluate the range of commercial operators) they can assist with siting and permitting of specific stations locations, identified in general terms herewith in. I have enjoyed working with City and SLOCOG Staff on this feasibility study…and look forward to…seeing this vision become a reality. John DiNunzio, Director Research JBG Consulting 1243 5th Street Los Osos, CA 93402 JBG Project Staff: Emilio Merino, Intern Jon Griesser, Editor Acknowledgements: City of Pismo Public Works Dept., Community Development Department, Pismo Beach Conference & Visitors Bureau, SLOCOG, CALTRANS, City of Pismo Chamber of Commerce, Hotel Owners and Operators, Bike Rental Shop Owners and Operators, Laurus Technical College. Special thanks to: Leo Craven Laurus College Marketing and 3D Department Graduates: Audrey Jarvis, Felipe Castro, Jacqueline Martinez, Lauren Tousignant, Liam Mihalovits, Lisa Carvalho, Ryan Fullerton, Sheila Musick for their renderings found on www.pismobikeshare.com 4 City of Pismo Beach - Bike Share Feasibility Study Table of Contents About Pismo Bike Share ...................................................................................................... 9 Overview ............................................................................................................................... 9 Mission Statement ................................................................................................................ 9 Organizational Legal Structure ...........................................................................................10 Milestones to Reach Before the Venture Can Be Launched.............................................10 Launch Timeline ..................................................................................................................11 Evaluation Variables and Time points ...............................................................................11 Licenses and Permitting .....................................................................................................11 Insurance Coverage ............................................................................................................11 Introduction .........................................................................................................................12 Background: What is a bikeshare program? .....................................................................12 Program Goals .....................................................................................................................14 Direct Benefits .....................................................................................................................14 Indirect Benefits ..................................................................................................................14 Approach .............................................................................................................................15 Feasibility Study ..................................................................................................................15 Business Plan ......................................................................................................................15 Demand Analysis.................................................................................................................16 Population ............................................................................................................................16 Population in System Coverage Area ................................................................................16 Demographics .....................................................................................................................17 Visitation Estimates ............................................................................................................17 Occupancy Rates ................................................................................................................17 TOT Revenue .......................................................................................................................18 Traffic Volumes ...................................................................................................................19 Travel Spending ..................................................................................................................19 Built Environment ................................................................................................................19 Target Markets .....................................................................................................................20 Trip Types ............................................................................................................................20 5 City of Pismo Beach - Bike Share Feasibility Study – DRAFT System Coverage Area .......................................................................................................21 Existing Bike Rental Location ............................................................................................22 Site Location Suitability Screening ....................................................................................24 Ridership Suitability ............................................................................................................26 Bikeshare Trip Generators ..................................................................................................27 Public Proposed Bikeshare Locations ...............................................................................28 Recommended Station Locations ......................................................................................30 Estimated Ridership By Station .........................................................................................32 Business Plan ......................................................................................................................34 Organizational Structure .....................................................................................................35 Operations/Design and Development Plans ......................................................................36
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