BRADENTON BEACH – The contract for the Old Town Tram parking shuttle service has been extended for another year.
First launched as a one-year pilot program in November 2020, the Old Town Tram consists of two golf cart-like trams that provide free rides seven days a week within the Community Redevelopment Agency (CRA) district, which extends south from the Cortez Bridge to the southernmost property lines along Fifth Street South.
Beyond the CRA district, the Old Town Trams also serve the Cortez Beach and Coquina Beach parking lots where tram users are encouraged to park and catch a tram ride to and from their destinations in the CRA district, which includes Bridge Street.
Bradenton Beach CRA members approved the contract extension with Joshua LaRose’s Easy Parking Group by a 5-1 vote on April 5.
During the meeting, City Attorney Ricinda Perry said the current contract was set to expire this month, but the contract could, with LaRose’s approval, be continued on a month-to-month basis if so desired.
When asked about a potential six-month extension, LaRose said he preferred something longer than that.
Each month, LaRose presents the CRA members with a monthly invoice for the tram services rendered. The Easy Parking Group invoice for March totaled $9,510. According to the invoice, advertising panels affixed to the two trams generated $5,175 in ad revenue, which left a $4,335 balance to be paid by the CRA.
Easy Parking Group owner Joshua LaRose provides the CRA’s contracted parking shuttle tram services. – Joe Hendricks | Sun
LaRose also provides the CRA members monthly ridership data and reports. During Wednesday’s meeting, he said tram ridership has increased by 40-60%.
CRA member Ed Chiles initially said he’d support a three-year extension, but the board agreed on a one-year extension. Perry noted that even with the extension, the contract can be terminated at any time by the CRA or LaRose with 30 days advance notice.
CRA member David Bell said he supports the trams and feels they provide an important service. He said he doesn’t have a problem with CRA funds being used to support the tram program, but, as he’s stated before, he feels the tram routes need to be adjusted.
Based on the ridership data and additional input provided monthly by LaRose, Bell has repeatedly expressed his support for discontinuing the little-used tram service at Coquina Beach and extending that service north of the Cortez Bridge where demand appears to be higher.
“People are not going to park at Coquina to come up to the CRA (district),” Bell said during the April 5 meeting. “My concern always is that we’re not analyzing the data the way that we should.”
CRA member Jan Vosburgh cast the only vote opposing the contract extension. Before doing so, she questioned extending the Old Town Tram contract at a time when significant portions of the Cortez Beach parking lot along Gulf Drive South are being rendered temporarily unavailable because of a Manatee County sewer line replacement project that’s not expected to end until late 2024.
Manatee County’s sewer line replacement project temporarily reduces the number of parking spaces available at Cortez Beach. – Joe Hendricks | Sun
“I don’t see why we should be paying for the tram right now considering all that construction on Gulf Drive. Why bother with the trams? I don’t think we need it while all that construction’s going on,” Vosburgh said.
“Actually, I think it’s more important to have it now because of the construction,” CRA member John Chappie said, noting the county project sometimes forces people to park even further away from their desired destinations.
The Old Town Trams run Monday through Saturday from 11 a.m. to 4 p.m. and from 5-10 p.m. On Sundays, the service ends one hour earlier at 9 p.m. Passengers can hail a tram as it passes by or call 941-404-6240 to request a ride.
BRADENTON BEACH – By a 3-2 vote, the Old Town Tram parking shuttle contract has been extended for six months.
Initiated by the Bradenton Beach Community Redevelopment Agency (CRA) as a one-year pilot program in November 2020, the free tram service uses golf cart-like electric vehicles provided and operated by Joshua LaRose’s Sarasota-based Easy Parking Group.
In 2021, the pilot program was extended for a second year and that one-year contract extension expired on Nov. 1. On Nov. 2, the CRA members and LaRose agreed to a six-month extension that expires on April 30. The CRA or LaRose can terminate the service at any time with 30 days’ notice. CRA members John Chappie, Ralph Cole and Ed Chiles supported the contract extension. Members David Bell and Jan Vosburgh opposed it.
Before agreeing to the extension, the CRA members discussed privatizing the tram service with LaRose and/or other operators, entering into another one-year contract with LaRose or discontinuing the tram service. The board discussed allowing the tram service to continue on a month-to-month basis but City Attorney Ricinda Perry said the contract doesn’t allow that.
The trams run from 11 a.m. to 4 p.m. and from 5 p.m. to 10 p.m. daily, with the exception of Sundays, when service stops at 9 p.m. LaRose said privatization would likely result in reduced operating hours and days of operation.
Tram goals
The tram service is funded by the CRA and the monthly costs are partially offset by advertising revenues generated by the trams’ advertising panels. The long-term goal is for advertising revenues to cover 100% of the monthly costs. During the past year, advertising revenues have accounted for slightly more than 50% of the monthly costs.
The primary operational goal for the tram service is to encourage visitors to park in the county-owned Cortez Beach and Coquina Beach parking lots south of Bridge Street and take the trams to and from their desired locations within the CRA district that extends from Fifth Street South to the Cortez Bridge.
Of the two county-owned beach parking areas, Cortez Beach is closer to Bridge Street. LaRose has repeatedly stated that his tram drivers frequently pick up passengers at Cortez Beach but rarely transport passengers to and from Coquina Beach further to the south.
Visitors are encouraged to park at Cortez Beach and ride the trams to their desired destinations within the CRA district. – Joe Hendricks | Sun
LaRose said most rides are generated by personal interactions between tram drivers and those searching for a parking space, people hailing a ride in person or people hailing a ride by phone.
LaRose has repeatedly noted this his drivers frequently turn down requests for rides north of the Cortez Bridge, which remains outside the CRA’s intended tram route.
The long-term vision for the tram service includes installing a dedicated tram path running along the west side of Gulf Drive South from Fifth Street South to the North Coquina boat ramp. The dedicated path would allow tram drivers and passengers to avoid sitting in Gulf Drive traffic.
The tram path – and a dedicated employee parking lot near the Coquina North boat ramp – received preliminary Manatee County Commission support in 2021, but the installation of a tram path remains on hold pending a county pipe replacement project that is expected to significantly disrupt the Cortez Beach parking areas while that work takes place.
Perry said the lack of a dedicated tram path puts the tram service in “a tenuous position for success.”
Angela Rodocker, owner of the BridgeWalk and Silver Surf resorts, has long supported the tram service, while also remaining critical of its operations. She does not support the trams traveling north of the Cortez Bridge and has constantly expressed the need for tram drivers to adhere to a designated route within the CRA district.
Rodocker acknowledged the trams are moving a lot of people around, but she doesn’t think the service is meeting its original objectives. Bradenton Beach Marina owner Mike Bazzy encouraged the board to continue the tram service despite its shortcomings.
“Don’t give up, stay with it,” he said.
To hail a tram, call 941-404-6240. To learn more, visit the tram website.
BRADENTON BEACH – City commissioners plan to discuss the possibility of charging for parking in some city-owned parking lots.
During the July 7 city commission meeting, Commissioner Jake Spooner requested that a city commission workshop be scheduled to discuss potential paid parking.
“I was going to ask the board if there’d be any appetite to have a workshop on the possibility of paid parking in the city lots,” he said.
“I think that would be wonderful,” Commissioner Jan Vosburgh said.
“I agree,” Mayor John Chappie added. “We briefly discussed it a little while back and I know you’ve been working with the (police) chief.”
Chappie asked Spooner to work with City Clerk Terri Sanclemente to schedule the requested commission workshop, which will also include insight from Police Chief John Cosby.
He noted the scheduling of a commission workshop does not mean the commission is already committed to the idea of paid parking.
“We’re going to hear what Commissioner Spooner has prepared, and discussion with the chief, and see where we’re at,” Chappie said.
Past discussions
Spooner has suggested paid parking in the past. During the June 1 Community Redevelopment Agency (CRA) meeting, he suggested paid parking in city-owned parking lots as a means of generating additional revenue to help subsidize the CRA-funded Old Town Tram program; and to also help fund additional policing within the CRA district that extends from the Cortez Bridge to Fifth Street South. In response, Chappie said he didn’t want to see paid parking lots located all over the city.
More than a year ago, when discussing the potential replacement of the aging city hall building, Spooner suggested building a new city hall/police department building near the existing police department and public works buildings and converting the existing city hall property into a paid parking lot. Spooner estimated this would generate enough revenues to pay off the new city hall complex in 10 years and continue to provide the city with additional revenues after that.
In response to that suggestion, Chappie and Vosburgh expressed opposition to converting the city hall property located across the street from the Gulf of Mexico into a paid parking lot.
A new trend?
On Thursday, July 14, the Anna Maria City Commission is expected to approve a site plan amendment that will formalize the existing paid parking in a lot owned by Ed Chiles and the Sandbar restaurant ownership group.
Located near the Sandbar, the automated paid parking kiosk provided by Joshua LaRose’s Easy Parking Group charges $5 per hour or $30 for eight hours of paid public parking that is open to anyone on a first-come, first-served basis. Parking in that lot is not restricted to Sandbar restaurant patrons only.
One of the Sandbar restaurant’s parking lots now offers paid public parking. – Joe Hendricks | Sun
LaRose’s company also provides paid parking kiosks in downtown Sarasota and in Siesta Key. He is also the service and equipment provider for the Bradenton Beach CRA’s Old Town Tram service.
The anticipated approval of the Sandbar’s paid parking program may inspire other private and public property owners to follow suit as a means of generating additional revenues while also providing more public parking on Anna Maria Island.
ANNA MARIA – Sandbar restaurant owner Ed Chiles is one step closer to having his paid public parking lot formally approved by city officials.
The Anna Maria Planning and Zoning Board unanimously recommended on June 2 that city commission approval of an amended site plan would bring the existing paid parking operations into compliance with city code.
The Chiles Group/Weld Inc.-owned parking lot at 9902 Gulf Drive has long served as an overflow parking lot for the Sandbar restaurant. The paid parking lot is located between Spring Lane and Magnolia Avenue. In February, the city’s code enforcement department became aware of paid parking occurring there without the city’s approval.
The paid parking lot is located along Gulf Drive, between Spring Lane and Magnolia Avenue. – City of Anna Maria | Submitted
“This is before you today as a result of a code enforcement case that was brought forward to the property owner,” City Planner Chad Minor told the planning board.
Minor said the automated payment kiosk and paid parking signs were installed in February and paid parking began without the knowledge of city staff. The kiosk also references a cell phone app. Minor said the Chiles Group was informed that the city would not pursue further code enforcement action if the ownership group submitted an amended site plan to be reviewed by the planning board and approved by the city commission.
The property has been used for parking since the mid-1960s and will continue to provide overflow parking for the Sandbar restaurant, while also providing paid public parking for beachgoers and those visiting other restaurants, businesses and destinations, he said.
The paid public parking is available to restaurant patrons, beachgoers and others. – Joe Hendricks | Sun
Minor said city staff was initially concerned that using that lot for paid public parking might eliminate some of the parking required for the restaurant operations. He said the site plan amendment process gave city staff the opportunity to review the potential impacts of the paid parking lot and staff determined the restaurant parking requirements would still be met. Minor recommends approval of the site plan application that conforms with the city’s ordinances and comprehensive plan.
Board member Barbara Zdravecky asked Minor if the approval of the Sandbar site plan would set a precedent for other paid parking lots. Minor said any property proposing to offer paid parking would have to go through the same site plan approval process. He said he’s not aware of any other property owners currently pursuing paid parking, but they are afforded that ability through the city code.
Brooks O’Hara, the director of real estate for the Chiles Group and the applicant for the amended site plan approval, attended the planning board meeting and answered questions posed by the board members.
The paid parking options include an automated payment kiosk and a cell phone app. – Joe Hendricks | Sun
When asked how the automated paid parking is enforced, O’Hara said the Chiles Group uses the same vendor (Joshua LaRose’s Easy Parking Group) that provides the city of Sarasota’s paid parking kiosks on Main Street. O’Hara said enforcement is mainly voluntary, but if a violation occurs, a notice can be placed on the offending vehicle. If the violation continues, a wheel lock or windshield bar can be placed on the vehicle.
“We haven’t had to do that,” O’Hara said.
When asked about the overnight parking and RV parking, O’Hara said the parked vehicles are usually gone by 10 p.m. and he’s not aware of any overnight parking or RV parking taking place in that lot. He said the parking spaces are not large enough to accommodate RV parking and the lot could be closed off after hours if needed.
Minor said the city code includes provisions that address overnight parking and RV parking.
When asked why the Sandbar ownership group wasn’t issued a code enforcement violation citation, Minor said, “Our goal is to work for compliance.”
O’Hara said the parking lot in question has historically been used for paid parking, but with a parking lot attendant collecting cash payments.
“For years, this was out of compliance then?” board member Bob Carter asked.
Mayor Dan Murphy attended the meeting and provided some historical context on the past use of the parking lot. Murphy said Sandbar patrons used to pay $25 when parking there, but in exchange received a $25 voucher to use at the restaurant. Murphy said the city did not consider that to be paid parking, but the installation of an automated payment kiosk signified a switch from restaurant customer parking to paid public parking.
Murphy said O’Hara’s assertion that paid parking was previously allowed in that parking lot was not accurate.
“The reason we let you do what do is because you had a voucher system for eating at your restaurant. That made it customer parking,” Murphy said.
The amended site plan will now be presented to the city commission for final approval.
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.
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.
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.
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.”
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.
BRADENTON BEACH – The Old Town Tram continues to make progress in ridership, route consistency and advertising revenues.
The Bradenton Beach Community Redevelopment Agency (CRA) contracts Joshua LaRose and his Sarasota-based EasyParking Group to provide two electric trams, the tram drivers and the support services for the park-and-ride shuttle program. The pilot program is an attempt to address the lack of parking that exists in and around the Bridge Street area.
With a financial commitment of slightly more than $100,000, the CRA-funded one-year pilot program for a park-and-ride shuttle service was launched in November. The program currently employs two electric trams in the CRA district, which extends from the Cortez Bridge to Fifth Street South. As part of the designated route, the trams also travel outside of the CRA district boundaries to transport passengers who park in the county-owned Cortez Beach parking lot along the west side of Gulf Drive, from Fifth Street South to 13th Street South.
The pilot program encourages visitors to park at Cortez Beach and elsewhere in the CRA district and utilize the free tram service to get to and from the businesses and attractions along Bridge Street and elsewhere in the CRA district. The tram route also encompasses the parking areas near the Bradenton Beach police station and the Bradenton Beach Marina, at city hall after normal business hours, along Bridge Street and near the Bridge Street Pier.
Ridership and revenues
While attending the Wednesday, June 2 CRA meeting by phone, LaRose said the Old Town Trams provided 4,393 rides in May, and 737 of those rides were to or from the Cortez Beach parking area. He said the peak ridership was on Sundays, Wednesdays, Saturdays and Fridays.
At the end of each month, LaRose submits an invoice to the CRA for the monthly services provided. The invoices average approximately $9,000 per month before the advertising revenues generated by signage placed on the trams are deducted. LaRose receives the advertising revenues directly and deducts those revenues from the monthly payment sought from the CRA.
The May invoice totaled $9,200. The amount to be paid by the CRA was $6,225 after the subtraction of $2,975 in advertising revenues. LaRose said he expects to receive an additional $1,800 to $1,900 in June when the Bridge Tender Inn, the Bradenton Beach merchants group and an unnamed ice cream shop join the existing tram advertisers.
LaRose said the anticipated addition of those three new advertisers and securing additional advertisers to fill the remaining ad spaces would produce advertising revenues that would cover approximately 85-90% of the tram program’s total monthly operating costs. If that happens, The Old Town Tram program would be close to achieving the financial self-sufficiency envisioned by the CRA members when they approved the pilot program.
“Congratulations CRA board,” CRA member Ed Chiles said of the progress being made.
Call for a ride
LaRose said the direct phone line available for those seeking rides generated 1,045 calls hailing rides in May. That’s in addition to the riders who simply grab a ride when a tram passes by every seven to 15 minutes or so. To arrange a free ride within the CRA district, call 941-404-6240.
The tram route map is posted at the Old Town Tram website. – EasyParking Group | Submitted
The Old Town Trams operate from 11 a.m. to 4 p.m. and from 5 p.m. to 10 p.m. Monday through Saturday. On Sunday, the service stops at 9 p.m. The route map and more information can be found at the Old Town Tram website.
Banner criticism
During Wednesday’s meeting, the CRA members briefly discussed a text message Mayor John Chappie and others received from Bradenton Beach resident and business owner Mike Norman. Norman’s text pertained to the tram banner installed earlier this year at the intersection of Gulf Drive and Cortez Road. Additional banners were placed near the Cortez Beach parking area and near the east end of the Cortez Bridge.
This Old Town Tram banner is located at the Cortez Road/Gulf Drive intersection. – Joe Hendricks | Sun
In his text message, Norman referred to the banner design as “stupid.”
“It says ‘park and ride.’ Park where? Ride where?” Norman stated in his text message that also questioned who came up with the banner design.
Norman’s text message included a sketch for a sign he feels would be more informative. His sketch features the words “Plenty of free parking” with an arrow pointing south. Below that, appear the words, “At Coquina Bch. Ride the Free Tram to Bridge St.”
Bradenton Beach resident Mike Norman suggested this design for future tram banners or signs. – Mike Norman | Submitted
The trams are authorized to travel all the way to Coquina Beach, but the demand for rides that far south has thus far been low, according to LaRose.
Regarding the banners, City Attorney Ricinda Perry said she, LaRose, BridgeWalk resort owner Angela Rodocker and Rodocker’s husband worked on the banner design at no cost to the city. She also noted Rodocker placed that same design and information on a billboard along Cortez Road at no cost to the city.
“This was the decision the board went with based upon on all of that labor,” Perry said of the banner design. “We have at least one individual who feels it’s not directing folks to where the tram is actually located, and he does not care for the look of the banner that’s out there.”
Perry referenced Norman’s proposed sign design and said his suggestions could be taken into consideration if and when the CRA members decide to install permanent tram signs.
“If it’s working right now, we need to just leave it, and down the line maybe something more permanent,” CRA Chair Ralph Cole said.
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.
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.
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.
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.
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.
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.
