Sedona Area Transit Implementation Plan Prepared for: (This page intentionally left blank.) Sedona Area Transit Implementation Plan Final Report Prepared for: City of Sedona 102 Roadrunner Drive Sedona, AZ 86336 Prepared by: LSC Transportation Consultants, Inc. 545 East Pikes Peak Avenue, Suite 210 Colorado Springs, CO 80903 (719) 633-2868 In association with: Transit Marketing, LLC LSC #184410 January 24, 2020 (This page intentionally left blank.) -ii- CONTENTS Chapter Title Page A INTRODUCTION Planning Process ........................................................................................................................... A-1 Report Overview ............................................................................................................................ A-2 Implementation Plan ...................................................................................................................... A-6 Governance .............................................................................................................................. A-6 Service Plan ............................................................................................................................. A-6 Marketing Plan ............................................................................................................................... A-9 B LITERATURE REVIEW AND BEST PRACTICES Introduction .................................................................................................................................... B-1 Review of Previous Plans and Studies .......................................................................................... B-1 Sedona Shuttle Feasibility Study ..............................................................................................B-1 Sedona Transit Project ............................................................................................................. B-4 Sedona Parking Management Study ........................................................................................B-6 Verde Valley Multimodal Transportation Study ........................................................................ B-8 Verde Valley: Roadrunner and CAT Rural Transit Five-Year Plan ........................................ B-11 City of Sedona Uptown Parking Management Plan (2012 Update) ....................................... B-13 Red Rock Ranger District Alternative Transportation Plan Final Report ................................ B-17 Verde Valley Master Transportation Plan ............................................................................... B-20 SR89A Oak Creek Canyon Pullout Closures Evaluation and SR89A Real-Time Travel Information Recommendations Memorandum ................................................... B-22 Sedona Transportation Master Plan .......................................................................................B-23 Visitor-Focused Transit Best Practices ........................................................................................ B-25 Best Practices .............................................................................................................................. B-25 Transit as a Community Ambassador ....................................................................................B-25 Branding that Matched Local Character ................................................................................. B-26 Seasonality of Service ............................................................................................................ B-27 Partnering with Local Businesses .......................................................................................... B-28 Fare Free or Low Cash Fare .................................................................................................. B-29 Coordination with Regional Services ......................................................................................B-30 Multimodal Connections and Passenger Amenities ............................................................... B-31 Readily Available, Easy to Understand Customer Information ............................................... B-31 Parking Management ............................................................................................................. B-32 Use of Advanced Technology and Emerging Mobility Solutions ............................................ B-33 C COMMUNITY CONDITIONS Introduction ................................................................................................................................... C-1 Demographic Characteristics ........................................................................................................ C-1 Study Area Location ................................................................................................................ C-1 Demographics ......................................................................................................................... C-4 Transit-Dependent Population Characteristics ........................................................................ C-6 Community Economic Characteristics ........................................................................................ C-15 Employment Sectors ............................................................................................................. C-15 -iii- Major Employers and Activity Centers .................................................................................. C-16 Travel Patterns ............................................................................................................................ C-18 Work Transportation Mode .................................................................................................... C-18 Commuter Patterns ..................................................................................................................... C-20 Visitation Data ............................................................................................................................. C-23 Sedona Lodging Inventory – May 2018 ................................................................................. C-23 Sedona Occupancy and Average Daily Room Rate Data (2016-2018) ................................ C-27 Sedona Visitor Survey (2012-2017) ...................................................................................... C-28 Comparative Analysis of Sedona Visitor Intercept Surveys (2002/2016) .............................. C-35 Verde Valley Visitor Survey (2014-2015) .............................................................................. C-41 Red Rock Ranger District Visitation (2008-2017) .................................................................. C-48 Red Rock Ranger District Visitor Use Summary – 2015 ....................................................... C-51 Slide Rock State Park Visitor Survey – August, 2017 ........................................................... C-54 Verde Lynx Route ....................................................................................................................... C-57 CAT Transit Services ............................................................................................................ C-57 Vehicle Fleet & Facilities ....................................................................................................... C-60 Ridership ............................................................................................................................... C-62 Financial Review ................................................................................................................... C-67 Performance .......................................................................................................................... C-70 Chapter Summary ....................................................................................................................... C-72 D STAKEHOLDER AND COMMUNITY INPUT Public Outreach ............................................................................................................................. D-1 What We Have Heard ............................................................................................................. D-1 Public Outreach Summary .................................................................................................... D-12 Chamber Visitor Survey .............................................................................................................. D-15 Residence Location ............................................................................................................... D-15 Age of Respondents .............................................................................................................. D-15 Annual Household Income .................................................................................................... D-16 Previous Visits to Sedona ..................................................................................................... D-16 Month of Visit to Sedona ....................................................................................................... D-16 Length of Visit in Sedona ...................................................................................................... D-17 Size and Age of Group .......................................................................................................... D-17 Transportation to Sedona .....................................................................................................