BRADENTON BEACH – The Old Town Tram parking shuttle pilot program is being extended for a second year.
Launched last November, funded by the Bradenton Beach Community Redevelopment Agency (CRA) and supported by local advertisers, the Old Town Trams provide park and ride shuttle service within and around the CRA district that extends south from the Cortez Bridge to Fifth Street South. The service area also includes the county-owned parking lots at Cortez Beach and Coquina Beach, south of the CRA district boundaries.
The purpose of the one-year pilot program was to determine whether a CRA-funded parking shuttle service would work in Bradenton Beach. The goal is to encourage visitors to park at Cortez Beach, Coquina Beach and elsewhere in the CRA district and catch a free ride to their desired destinations in and around the Bridge Street area.
The long-term goal is to create a permanent shuttle service that includes a dedicated tram path along the west side of the Gulf Drive South that connects to Coquina Beach. The long-term vision also includes an employee parking area near the Coquina North boat ramp.
When pursued, the tram path and employee parking area to be located on county property will require county commission approval. The current county commission has already expressed enthusiastic preliminary support for the proposed CRA-funded tram improvements.
During Wednesday’s meeting, CRA member John Chappie said the pursuit of the tram path is on hold until after Manatee County completes a pending sewer line replacement project along Gulf Drive South that will temporarily disrupt the Cortez Beach parking areas.
City Attorney Ricinda Perry told CRA members the one-year pilot program contract with Joshua LaRose’s EasyParking Group expires in November. She said the board needed to decide if it wanted to let the pilot program expire, extend the pilot program for another year or enter into a long-term contract that would provide LaRose five continuous one-year service terms.
Perry noted the extension of the pilot program would require LaRose’s consent, which he gave.
After much discussion, the members voted 7-0 in favor of extending the pilot program. Perry will present a new one-year pilot program contract at the board’s October meeting. The CRA and LaRose will both maintain their existing rights to discontinue the program at any time, with proper notice given.
Program objectives
Since launching the Old Town Tram service, the CRA members have repeatedly emphasized two primary objectives – that advertising revenues eventually cover all or most of the monthly costs, and that the tram drivers stay within the designated tram route and not travel north of the Cortez Bridge, which is outside of the CRA district and the tram route.
Each month, LaRose submits an invoice for services provided and monthly ridership reports. During Wednesday’s meeting, the CRA members approved the $4,580 invoice LaRose submitted for August. The invoice states advertisers covered $4,775 (51%) of the $9,335 monthly total owed, and that LaRose is currently waiting on two additional advertisers to finalize their advertising agreements.
According to LaRose’s report, the Old Tram Trams had 1,846 riders in August and 535 of those rides were the result of riders using the 941-404-6240 phone number to hail a ride.
Board discussion
Chappie said he’s not in favor of entering into a long-term contract yet. He suggested extending the pilot program for another year to provide more time to evaluate it. Chappie also said he’d like to see LaRose put forth an even greater effort to secure additional advertisers who place ads on one or both of the electric trams.
CRA Chair Ralph Cole said, “I think we need to look at it a little more because issues keep coming up. I see a lot of people using it, so it is a fairly good service. I’m not willing to jump into a five-year contract until I know that it’s absolutely right and running the way we want it to run. The consistency of the stops, that’s one of the things that’s really important.”
CRA member Jake Spooner said, “I think it’s working really well even as it stands today. Our bill this month is $4,580. Without getting the additional advertisers, you’re looking at four grand a month. Of all the things we do in the CRA district, parking is the main problem. If we can help solve the parking with $48,000 a year, I think we’ve made a major stride in finding a solution. To stop it now, when we’re still working out the kinks and building momentum, would be a big mistake.”
LaRose said, “I feel confident that we can fix all the bugs and make it a success, I just didn’t want the advertising part to all fall on me and be a reason that it’s not successful.”
Board member David Bell noted the shuttle service was originally intended to transport riders to and from Coquina Beach to the Bridge Street area. According to LaRose’s monthly reports, that is not yet happening on a regular basis.
“This project, as originally proposed and conceived, is a failure. It’s not going to Coquina. It’s not bringing people back from Coquina, but I think it’s really still valuable,” Bell said.
LaRose has said previously that there simply hasn’t been much demand for tram rides to, or from, Coquina Beach.
Bell asked LaRose if he thought the tram route should be extended north of the Cortez Bridge.
LaRose said the route could be extended north to the area near the Wicked Cantina and Gulf Drive Café restaurants, but he doesn’t recommend going much further north than that.
“Our goal has always been to increase activity and bring more people to the CRA district without them bringing their cars. I’d like to have us look at expanding the service area, maybe even with more vehicles, and seeing if maybe we can connect the city better,” Bell said.
Learn more about the Old Town Tram at www.oldtowntram.com.
