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.
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.
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.
