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Tram operator asked to focus on beach parking spaces

Tram operator asked to focus on beach parking spaces

Written by Joe Hendricks on . Posted in Bradenton Beach, Community News.

BRADENTON BEACH – The Community Redevelopment Agency (CRA) members want the CRA-funded Old Town Trams to serve more people who park in the Manatee County-owned parking spaces at Cortez Beach and Coquina Beach.

The unpaved Cortez Beach parking spaces are located along the west side of Gulf Drive South, just south of Bridge Street, from Fourth Street South to 13th Street South. The recently paved and soon-to-be-paved parking spaces at Coquina Beach are located at the south end of the city.

The Old Town Tram shuttle service pilot program is now in its second year and the current one-year contract with Joshua LaRose’s EASYParking Group expires in or around November. Before that contract expires, CRA members must decide whether to continue the experimental pilot program, enter into a permanent contract with LaRose, seek another private operator to provide similar services at no expense to the CRA or simply abandon the publicly-funded tram shuttle concept.

The CRA members’ long-term goal is to install a dedicated tram path along the Cortez Beach parking lot to alleviate the need for the trams to travel in the heavy traffic along Gulf Drive.

County officials have expressed preliminary support for a dedicated path and other tram-related amenities, but those plans can’t be pursued until an extensive utility improvement project that includes the Cortez Beach parking lot is completed. According to CRA member John Chappie, county officials have a definitive timetable as to when that project will start and end.

The other long-term goal is for tram advertising revenues to provide all or most of the funds needed to cover the monthly operating costs.

Concerns and solutions

Each month, LaRose provides a report that details ridership, routes traveled and advertising revenues generated.

During the April 6 CRA meeting, LaRose said the trams generated $5,475 in advertising revenues in March, which equates to 57% of the $9,665 monthly costs, with the CRA paying the remaining $4,190 balance.

LaRose said 5,632 passengers rode the two electric trams in March, with tram drivers picking up 169 passengers at the south end of the Coquina Beach parking lot and 1,102 passengers along Cortez Beach.

City attorney and CRA liaison Ricinda Perry noted the 169 passengers picked up from Coquina Beach equaled about five people per day.

“I certainly wouldn’t recommend this board invest more funds into it if it’s not being used,” she said.

Perry said there are more than 1,300 parking spaces available at the nearby county beaches compared to the dozen or so parking spaces near the Bradenton Beach Police Department where the trams frequently travel.

“The objective is to flip those numbers around. I need to know why that’s not happening on the beachside,” she said.

LaRose said his drivers tell him the heavy traffic presents challenges when traveling to the southern beach parking areas and a dedicated tram path would help. He committed to asking his drivers to get feedback from passengers as to why they don’t utilize the beach parking spaces.

Chappie noted the Cortez Beach parking area is three-quarters of a mile long and could be divided into three primary points to load and unload tram passengers. Chappie said the tram drivers should be driving through the Cortez Beach parking lot rather than on Gulf Drive and be looking for additional passengers along the way.

“The last thing the (tram) driver wants to do is get in that traffic,” CRA member Ed Chiles added.

Tram operator asked to focus on beach parking spaces
The Old Town Trams operate seven days a week. – Joe Hendricks | Sun

Perry asked LaRose what else can be done to encourage people to utilize the Cortez Beach and Coquina Beach parking spaces as originally intended.

LaRose said he could conduct a test run in late April or early May with one of the two carts only traveling between Bridge Street and the beach parking areas. The operating hours have been added to banners that promote the free service and he suggested placing another banner at or near Coquina Beach.

He also said digital QR codes have been created to share with the businesses in the CRA district. Accessed by cell phone, the QR codes will provide instant information about the tram service and how to hail a ride. To request a ride, call 941-404-6240.

The Old Town Trams operate daily between the Cortez Bridge and Coquina Beach from 11 a.m. to 4 p.m. and from 5-10 p.m.

Old Town Tram pilot program being extended

Old Town Tram pilot program being extended

Written by Joe Hendricks on . Posted in Bradenton Beach, Community News.

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.

Old Town Tram pilot program being extended
Joshua LaRose’s EasyParking Group provides the Old Town Tram trams and drivers. – Joe Hendricks | Sun

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.”

Old Town Tram pilot program being extended
This map illustrates the designated Old Town Tram route. – EasyParking Group | Submitted

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.

Old Town Tram requires better promotion and consistency

Old Town Tram requires promotion, consistency

Written by Joe Hendricks on . Posted in Bradenton Beach, Community News.

BRADENTON BEACH – The Old Town Tram parking shuttle program has reached an early crossroads in terms of advertising revenues, route consistency and other concerns.

Launched as an experimental pilot program in mid-November, the Old Town Trams are funded by the Bradenton Beach Community Redevelopment Agency (CRA). Implemented to help address the lack of parking on and around Bridge Street, the program uses two electric trams provided for a monthly fee by the Sarasota-based EasyParking Group, owned by Joshua LaRose.

Lower-than-anticipated advertising revenues, inconsistent travel routes, passenger safety and the lack of signage and promotion were among the concerns expressed during the Feb. 3 CRA meeting. During the meeting, LaRose, the CRA members and City Attorney Ricinda Perry spent more than two hours discussing the tram program, with additional public input provided by Bradenton Beach business owners Angela Rodocker and Walter Loos.

The discussion stemmed partially from the $7,370 invoice the CRA received from LaRose for his January services. The invoice included a single $900 deduction for advertising fees received from the Anna Maria Oyster Bar, and it noted an additional $575 in ad revenues expected from Rodocker beginning in February.

When approving the long-discussed pilot program last year, the CRA members expressed hope that ad revenues generated by the trams’ advertising panels would cover the monthly operating costs. CRA members included more than $100,000 in the CRA’s 2020-21 fiscal year budget for the one-year pilot program that will determine whether the parking tram service becomes permanent or is discontinued. The CRA receives $450,000 to $500,000 per year in property tax-related revenues.

Advertising revenues

Because the CRA currently receives 100% of the tram-generated advertising revenues, LaRose assumed the CRA or the city would seek out advertisers and he would simply help close the requested advertising contracts. In contrast, the CRA members and Perry assumed those responsibilities fell more squarely upon LaRose. The CRA members said the advertising duties should be LaRose’s responsibility because his company stands to benefit the most from the long-term success of the tram program.

Old Town Tram requires better promotion and consistency
EasyParking Group owner Joshua LaRose appeared before the CRA board on Feb. 3. – Submitted

LaRose said he does not have a staff member who can dedicate significant time to the pursuit of advertisers. He said such an employee would result in unbudgeted labor expenses not accounted for in his CRA contract.

Perry said she would try to provide LaRose with additional potential advertisers and LaRose agreed to put forth more effort closing out recommended advertising contracts. LaRose said he expects to close out contracts with several business owners he’s already spoken to and he hopes those revenues will be reflected in next month’s invoice. Those interested in advertising on the Old Town Trams can call 941-404-6240.

Route consistency

As they did in January, CRA members again expressed concerns about the tram drivers not following a designated tram route that services the CRA district, which extends from the south side of the Cortez Bridge to the southernmost property lines along Fifth Street South. These concerns include tram drivers straying north of the Cortez Bridge.

The program intends to encourage motorists to park in the county-owned parking spaces at Cortez Beach – south of the Bridge Street roundabout, along Gulf Drive between Fourth Street South and 13th Street South – and catch a tram to the Bridge Street business district. Monthly data provided by LaRose indicates January ridership was heavier near the police station, the Bradenton Beach Marina, city hall and the Daiquiri Deck than it was at Cortez Beach.

Signs and promotion

The CRA members authorized up to $700 to be spent on banners and signs they hope will make motorists more aware of the available parking tram program. The CRA hopes to place one banner at the entrance to the city at the west end of the Cortez Bridge, one or two banners along the Cortez Beach parking areas and possibly another banner near the southern entrance to the city used by those arriving from Longboat Key.

Old Town Tram requires better promotion and consistency
This route map indicates where the Old Town Trams are supposed to travel. – EasyParking Group | Submitted

Proposed sign locations include the parking areas near the police station and the marina, at city hall, along Bridge Street, near the Bridge Street Pier entrance and at Cortez Beach.

LaRose said he’s also publishing printed promotional materials that include a tram route map, which he hopes to have distributed at the local businesses.

Public comment

Rodocker has consistently supported the parking tram program, but during the Feb. 3 meeting, she offered a critical analysis of the existing problems and the corrective actions needed.

“Josh, you’ve got to understand the purpose of this whole project is simply to move people who come to the Island and can’t find a place to park,” she said, noting there’s still a sense of confusion as to who the tram program is designed for.

Regarding route consistency, Rodocker said, “It has to run the same route, whether people are there or not. The first time I wait for that tram and it never comes, I don’t trust it. I’ll never, ever use it again. Make sure the system is run exactly the same, every minute of every hour of every day. It’s going to fail if we don’t.”

Rodocker agrees signs and banners will help. She also feels there should be a dedicated website that is specific to the Old Town Trams in Bradenton Beach and clearly states what the service is for. The CRA trams are currently promoted at the www.oldtowntram.com website that also promotes LaRose’s tram operations in Siesta Key and Venice. According to Perry, the trams are supposed to run from 11 a.m. to 10 p.m. Sunday through Thursday and until 11 p.m. on Friday and Saturday.

Rodocker said tram drivers who stray off-course and travel north of Cortez Road should be fired if that continues. She also said she’s seen Old Town Trams carrying more passengers than allowed and has witnessed two tram drivers sitting idle and chatting instead of circling the designated tram route.

“If I don’t see that running its route regularly, I’m going to tell the city they’re wasting their money with you,” Rodocker told LaRose.

“We need this to be successful, but we have to understand this is to move people who can’t find parking,” she said, noting the free trolley provides free transportation for those not in need of a place to park a vehicle.

After noting CRA funds can only be used for projects that benefit and enhance the CRA district, CRA Chair Ralph Cole said, “That’s why we need to pinpoint the exact route.”

CRA member Jake Spooner offered to research a tram-mounted GPS tracking system that would allow LaRose and the CRA members to identify where the trams travel. It was also suggested that a phone or web application be developed that allows users to locate the trams in real-time.

When providing his input, Loos said, “Looking at it from a user experience, and what it is currently, I wouldn’t use the service. Many of the businesses want to see this succeed, but we need to find a way to educate our visitors and make sure the overall experience is visitor-friendly – and that they know there’s a service that can take them from where they want to go and help them identify proper parking.”

LaRose and the CRA members left the meeting expressing hope that the concerns discussed can be addressed as this work in progress continues.

CRA parking tram remains a work in progress

CRA parking tram remains a work in progress

Written by Joe Hendricks on . Posted in Bradenton Beach, Community News.

BRADENTON BEACH – Refinements to the recently launched parking tram pilot program are sought by the Bradenton Beach Community Redevelopment Agency (CRA) that’s funding it.

The intent of the pilot program is to encourage those visiting the Bridge Street business district to park a few blocks south at Cortez Beach, or elsewhere in the CRA district, and ride the free trams to and from where their vehicles are parked.

Revisions to the parking tram program were discussed on Wednesday, Jan. 6.

The discussion began with City Attorney Ricinda Perry asking CRA members how they want to handle the monthly invoices received from Joshua LaRose. LaRose heads the Sarasota-based EasyParking Group that is providing the CRA with two golf cart-like electric trams and the tram drivers.

The CRA recently received an $8,675 monthly invoice from the EasyParking Group for services provided in December, which was the first full month of tram operations. The CRA also received a $5,360 invoice for the first partial month of service in November.

Perry asked the CRA members if they want city staff to simply pay the monthly invoices as they arrive or place them on the monthly consent agenda for board review and payment authorization.

CRA chairman Ralph Cole said he wants the invoices included on the monthly consent agendas and the other board members agreed.

CRA parking tram remains a work in progress
The parking tram program encourages visitors to park at Cortez Bridge and ride the free tram to Bridge Street. – Joe Hendricks | Sun

Advertising revenues

During past CRA discussions, Perry and the board members expressed hope that advertising panels placed on the two trams would generate enough revenue to cover all or most of the pilot program expenses. The long-term goal is for ad revenues to create a breakeven tram operation.

During Wednesday’s meeting, Perry said the proposed ad rates were originally based on how much revenue is needed per month to break even.

“What Joshua found was no one was willing to pay that,” Perry said. “Times are tough for businesses and they’re looking to be judicious with their expenses on advertising. I accept nothing, or I accept a reduced price for the advertising,” Perry said.

“I don’t believe if we fill the signage on the trams in its entirety that we will break even,” she added.

Operating as a separate but related city entity, the Bradenton Beach CRA receives $400,000 to $500,000 per year in annual tax revenues. During past discussions, Cole expressed concerns that the proposed tram pilot program could potentially require a large portion of the CRA’s annual tax revenues.

During last year’s contract discussions with the EasyParking Group, Perry said the CRA could terminate the one-year pilot program at any time.

With no ad revenues, the $8,675 per month pilot program would equate to $104,100 in CRA expenditures during a 12-month span.

During Wednesday’s meeting, Perry said she was aware of current and pending advertising commitments that total about $2,475 to $2,575 per month.

“That’s certainly not going to cover the $8,675,” she said.

The current advertising commitments leave the CRA responsible for about $6,200 in monthly tram operating costs.

The board members unanimously agreed that LaRose should be responsible for securing the ad revenues because his company stands to benefit the most if the pilot program succeeds and becomes permanent.

Tram travel range

The CRA district boundaries extend from the Cortez Bridge to the southernmost property lines along Fifth Street South.

During Wednesday’s meeting, members discussed whether the CRA-funded trams should travel outside the CRA district, and under what circumstances that should occur.

CRA parking tram remains a work in progress
A tram charging station is located outside the Public Works building. -Joe Hendricks | Sun

CRA member Jake Spooner suggested putting GPS tracking devices on the trams to monitor where they travel and how often they travel outside the district they are supposed to serve.

Spooner said long trips made outside the district boundaries result in diminished service within the district – and can also result in additional downtime while the electric trams are being recharged.

Perry shares Spooner’s concerns, but she also understands the logic in giving an elderly couple or an intoxicated person a ride to accommodations or a home located north of the Cortez Bridge.

Cole said he wasn’t overly concerned about the trams traveling outside the CRA district as long as they achieve the goal of transporting more customers to the businesses within the CRA district.

When providing public input, BridgeWalk resort owner and tram advertiser Angela Rodocker said, “This tram was designed specifically to relieve parking issues that we have on Bridge Street. It was not designed to provide transportation for people all over the Island who live here. We have a free trolley and there are multiple resources like the Monkey Bus or Uber for people who are trying to get home who live here on the Island. If you go outside of this tram’s design, you have already set it up to fail.”

The board members agreed that the trams should remain primarily within the CRA district and trips outside the district should be limited and only occur when justified.

The board agreed that LaRose should research a cell phone app and other potential means for tram users to request a ride, and they agreed that the CRA should pay for standardized signs at designated tram stops.

The board wants LaRose to start attending the monthly CRA meetings in-person or by phone to discuss his monthly invoices and address any concerns, questions or suggestions the CRA members have.

According to LaRose’s initial ridership reports, the CRA trams provided 1,994 rides in November and 2,980 in December. The highest single-day ridership to date was the 173 rides provided on Dec. 24.

The Jan. 6 discussion concluded with the members unanimously agreeing that the monthly reports provided by LaRose should include illustrations that show where the trams have traveled and also provide analysis and suggestions for additional service improvements.