LTC 131-2004 Electrowave Update CITY OF MIAMI BEACH
Office of the City Manager
Letter to Commission No. 131-2004
To:
From:
Subject:
Mayor David Dermer and
Members of the City Commission
Jorge M. Gonzalez ~ ~
City Manager ~
ELECTROWAVE UPDATE
Date: May 25, 2004
This letter is to provide you an update on the City's Electrowave Shuttle Project. The good
news is that shuttle ridership has increased significantly, as compared to last year; and the
continued progress being made by the City in implementing recommendations of the 2003
Electrowave Shuttle Services Technical Assistance Study. More specific information is
provided below:
Ridership Increase: 408,410 passengers rode the shuttle service in the first seven
months of FY 2003-04, as compared to 335,982 in the same reporting period of
previous fiscal year. This over 20% ridership increase was due to the following actions
by the Miami Beach Transportation Management Association (MBTMA):
· Route and scheduling adjustments that resulted in improved service frequency;
· Installation of high visibility route signage/information;
· Stronger community outreach; and
· Continued quality bus maintenance services.
Purchase of Diesel Buses: Five (5) bus manufacturers responded to the City's
Invitation to Bid # 21-03/04. The lowest/best bid will be submitted for Commission
consideration and award, either at the May 26 or June 9, 2004 meeting. The related
contract to be awarded will utilize $1.6 million in available Federal Transit
Administration (FTA) Section 5309 funds, and include the following purchases:
· Six (6) diesel mini-buses equipped with automatic passenger counters, voice
enunciator system, and GPS tracking system; and
· The central hardware and software program (associated with the automatic
counting system) which will be installed at the dispatching and MBTMA offices.
Only after this is in place will we be able to purchase and install similar counters in the
existing electric buses, utilizing savings in the FY 2003-04 Electrowave Operating
Budget.
New Brandinq for the Shuttle System: MBTMA secured $50,000 in Florida Department
of Transportation / South Florida Commuter Services funds to hire a professional
advertising agency to develop and recommend the following for the shuttle service:
· A new brand identity (new name & logo);
· Brochure design with route map;
letter to Commission
tvlay 26, 2004
Page 2
· Exterior bus design (incorporating new name);
· Design of new shuttle signage; and
· Web site home page design.
Five advertising/marketing agencies responded to the MBTMA-issued Request for
Qualifications. A selection committee of residents, City and State officials evaluated
the proposals, heard presentations from the top two agencies, and made a
recommendation. "re:group," a full-service advertising agencywas hired by MBTMA on
April 20, 2004.
Re:group is an agency from Ann Arbor, Michigan, which has over 20 years of
experience in the advertising and marketing field. Their long list of clients includes the
Ann Arbor Transportation Authority, Ben & Jerry's, March of Dimes, and Hush Puppies.
Re:group will make a formal presentation of its recommendations for a new shuttle
"branding" at the July 7, 2004 Commission Meeting, for your review, input, and
approval.
Electrowave Negotiations with Miami-Dade Transit (MDT). On March 18, 2004, the
Administration held a sixth meeting with MDT officials to further discussion on the
following items:
· That a two-way loop service be implemented in South Beach, by merging the
County's Route "W" with the City's Washington Route;
· That MDT take a second look at assuming full responsibility over the proposed
combined service; and
· That MDT respond to the City's request as soon as possible.
MDT has decided, instead, to conduct a cost-benefit analysis of the above-mentioned
proposals, and estimates to have a preliminary report by early July 2004.
Please feel free to contact me if you have any concerns or questions.
J~H/aj
C:
Robert Middaugh, Assistant City Manager
Fred Beckmann, Director of Public Works
Carmen Carlson, Senior Budget Analyst (Electrowave)
Amelia Johnson, Transportation Coordinator (files)
Gerald Schwartz, President, MBTMA Board of Directors
Judy Evans, MBTMA Executive Director
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