HomeMy WebLinkAbout2024-08-22; Carlsbad Good Ride Update (Districts - All); Rocha, LauraTo the members of the:
CITY COUN CIL
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Council Memorandum
August 22, 2024
To:
From:
Via:
Subject:
Honorable Mayor Blackburn and Members of the City Council
Laura Rocha, Deputy City Manager, Administrative Services
Matt Sanford, Economic Development Wier
Geoff Patnoe, Assistant City Manager bf
Carlsbad Good Ride Update (Districts -A I)
{city of
Carlsbad
Memo ID# 2024065
This memorandum provides information regarding the Carlsbad "Good Ride" visitor
transportation program that was piloted beginning September 1, 2023, and is set to conclude
on August 31, 2024.
Background
In response to feedback that a common challenge for visitors in Carlsbad is getting to different
attractions without having to rent a car or hire a ride-share service, like Uber or Lyft, the
Carlsbad Tourism Business Improvement District (89 Act) Advisory Board {Board) conducted
research into potential solutions that would enhance visitor mobility without increasing traffic.
In its fiscal year 2022-23 Operating Budget, the Board allocated $1 million for a visitor
transportation services grant to fund a pilot program for one year. The grant was designed to
fund a program that efficiently moved hotel guests between hotel properties and popular
destinations around the city. Because the funds were approved at the same time as the
conversion of the Carlsbad Tourism Business Improvement District (CTBID) to a new operating
structure, the funds were granted to Visit Carlsbad to manage the program.
Visit Carlsbad contracted Circuit Transit Inc. (Circuit) to stand up and execute the destination
transportation services pilot program. Visit Carlsbad found that Circuit's proposal for
transportation services offered several key benefits:
• Flexible and Efficient Service: Circuit's electric vehicles could transport visitors to
various key locations via flexible routes, meaning the routes could be the most efficient
means to get to a destination while still maximizing ridership. The destinations
themselves were adaptable and could be altered as needed, allowing for the addition or
removal of stops during major events. Furthermore, Circuit could adjust the number of
vehicles in operation during peak months and weekends, while scaling back or
Administrative Services Branch
Economic Development Department
1635 Faraday Avenue I Carlsbad, CA 92008-7314 I 442-339-5987 t
Council Memo -Carlsbad Good Ride Update
August 22, 2024
Page 2
eliminating service during periods of low or no demand. This flexibility ensured efficient
use of funds and availability of transportation when visitors needed it most. The
program could also be built to include points of origin or destination as a hotel or
lodging establishment, ensuring the program was primarily used by lodging guests.
• Consistent Branding and Visitor Experience: Circuit offered program branding on the
exterior of their vehicles, creating a cohesive look and feel that aligned with the city's
branding. This feature enhanced a sense of place and minimized confusion for visitors.
• Environmental Sustainability: Circuit's all-electric fleet supported the city's goals to
reduce greenhouse gas emissions. The shared shuttle system also decreased vehicle
miles traveled in comparison to single-vehicle rides, further promoting sustainability.
• High-quality service and Knowledgeable Staff: Drivers worked directly for Circuit and
were not independent contractors. This ensured a high standard of service and well-
informed drivers. It also meant that visitors using the program would experience reliable
customer service.
• Data-driven Adaptability and Performance Assessment: Since no ridership data existed
for this type of transit program in Carlsbad, Circuit proposed to work with Visit Carlsbad
to provide data that could be used to adjust the program in real-time. This collaboration
would allow for service expansion and contraction based on demand at different times
of the year, helping Visit Carlsbad establish a performance baseline.
Circuit began operating the Carlsbad Good Ride on September 1, 2023.
Discussion
Pilot Program Performance
When the program launched, it generated 17 media placements, including Yahoo News, Smart
Meetings and the San Diego Business Journal. This yielded 83.6 million impressions and showed
that Carlsbad was working to become more accessible to visitors.
To accommodate the seasonal nature of tourism in Carlsbad, vehicles were allocated according
to monthly average occupancies and designated high, medium and low seasons :
• High: (April -August): 9 vehicles, 7 days per week
• Medium (March, September, October): 5 Vehicles, 5 days per week
• Low (January, February, November, December): 3 vehicles, 5 days per week
The top destinations of the program were:
• Carlsbad Village
• LEGOLAND California Resort
Council Memo -Carlsbad Good Ride Update
August 22, 2024
Page 3
• Hilton Garden Inn
• Cape Rey
• Cassara
• MarBrisa
• Carlsbad Outlets
Between September 1, 2023, and July 30, 2024, there were 9,820 rides with a total of 21,097
individual riders. This worked out to be a cost per ride of $86 and a cost per individual rider of
$40. For reference, the average fare for shared ride services, like Uber or Lyft, that began and
ended in Carlsbad over the last 12 months was $26.
While the program provided a valuable service for visitors to Carlsbad, the cost per rider was
not cost-effective. Ridership data showed significant differences in overall usage between low
and high seasons, with higher ridership in the spring and summer months. The cost of keeping
vehicles in service during lower usage months in the Fall and Winter contributed to the high
cost per ride. Because of these factors, at its August 6, 2024, meeting, the Visit Carlsbad Board
of Directors voted to not extend the pilot program. The last day Carlsbad visitors can use the
service will be August 31, 2024.
Next steps
The Visit Carlsbad Board provided direction to the organization's staff to evaluate alternate
service models that are more cost-effective, as they did see the value of moving visitors around
the city. Visit Carlsbad will be considering proposals from providers at their September or
October meetings. Should they decide to fund an alternative service, it is likely to be up and
running ahead of the 2025 high season. Staff will continue to support Visit Carlsbad in their
pursuit of an effective visitor transportation program. Should a program be reactivated, staff
will also continue to evaluate opportunities to connect the service with other flexible fleet and
regional mobility solutions.
cc: Scott Chadwick., City Manager
Cindie McMahon, City Attorney
Paz Gomez, Deputy City Manager, Public Works
Gary Barberio, Deputy City Manager, Community Services
Tom Frank, Transportation Director
Nathan Schmidt, Transportation Planning and Mobility Manager
Kristina Ray, Communications and Engagement Director
Rachel Maltz, Economic Development Program Manager