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.
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 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.
