Santa Monica Bike Center 2014 Annual Report

2014 Annual Opera/ons Report Santa Monica Bike Center

Operated by Bike and Park Santa Monica LLC 1555 2ND Street, Santa Monica, CA 90401!

Le5er from the GM……………………………………………………………………………………………………………3 Educa/on…………………..………………………………………………………………………………………………………4 Bike Educa/on and Maintenance Classes………………………………………………………………....4

Smart Cycling in Santa Monica Brochure……………………………………………….…………..….….4 Stakeholder Engagement…………………………………………………………………………………………………..5

Community Involvement – Chamber of Commerce CommiCees……………….……………….5 Bicycle Friendly Business Program ………………………………………………………………………….…5 Santa Monica Bicycle Friendly Yearbook……………………………………………………………………..6 Community Events…………………………………………………………………………………...…..…………..7

Customer Service……………………………………………………………………………………………………………….8

Bike Parking U/liza/on………………………………………………………………………………………………8 Value of the Bike Center………………………………………………………………………..…………………..8 Members Survey…………………………………………………………………………………………………..…….9 Visitors and Tourism…………………………………………………………………………………………………..10 Social Media Reach and Customer Feedback……………………………………………………………10

Opera/ons……………………………………………………………………………………………………………………….11

2014 Facility Maintenance Costs……………………………………………………………………………….11 2014 Membership Revenue…………………………………………………………………………………….…11 2014 Awards and Recogni/on, Chari/es and Events We Support…………………………….12

TABLE OF CONTENTS

LOVE YOUR COMMUTE – BIKE AND PARK SANTA MONICA – SMBIKECENTER.COM 2

LETTER FROM THE GM 2014 was an exci/ng year for Bike And Park Santa Monica and we are delighted to share our accomplishments in this annual report. Our mission is to inspire people to ride bicycles for the benefit of one’s health, spirit and planet. We are passionate about increasing bicycle use for transporta/on and to inspire people to ride we focused on three key areas this past year: Educa/on, Stakeholder Engagement, and Customer Service. Bike and Park is commiCed to making bike educa/on available locally, as such, we value our partnership with Sustainable Streets to deliver a full menu of quality bike educa/on programs in Santa Monica. Effec/ve bike educa/on gives people the knowledge and skills to ride with confidence and it increases their comfort for riding in all condi/ons. The holis/c approach by Sustainable Streets nurtures individual choice to ride a bike more o_en and in a manner that increases the safety of everyone on the road. We support this approach and will con/nue to provide the necessary resources for Sustainable Streets to offer its programs in 2015. In 2014 our stakeholder engagement ini/a/ves targeted local businesses with the aim of guiding them into the Bicycle Friendly Business (BFB) program. We inspired seven businesses to meet our challenge and join the ranks of over 800 businesses na/onally that have achieved BFB designa/on. Based on the enthusiasm from local businesses we an/cipate double-‐digit par/cipa/on in 2015. In addi/on, our community outreach team par/cipated in 28 events last year across Los Angeles and Santa Monica.

These events allow us to share our story and keep bicycling at the forefront of the conversa/on regarding transporta/on in our region. Demand for more efficient and sustainable transporta/on op/ons is greater now than at any other /me in the past 50 years and Bike And Park Santa Monica is in a great posi/on to deliver on this expecta/on. Our customer service approach caters to both visitors who want to rent bicycles and to locals who already have a bicycle. At the Bike Center locals find peace of mind with the availability of secure, indoor bike parking that ensures their bicycle will be unharmed and ready to ride when they need it. Likewise, visitors find a resource with local cycling knowledge to help them explore the area on a quality bike at an affordable rate. We know without great customer service our business will not succeed. In closing, the outlook for 2015 and beyond is very bright for our industry. The City of Santa Monica con/nues to invest in facili/es and infrastructure aimed at increasing daily trips by bike, more business and property owners are seeing the value of crea/ng a welcoming place for bicyclists, and the general public is embracing the joy and freedom of gegng around on the most efficient human powered device ever created. Couple these drivers with the emergence of increasing transporta/on choices such as, light rail and bike share, and we see tremendous opportunity for harnessing this momentum and balancing trip behavior. Long term, we pledge to support bike educa/on, to guide business and property owners on BFB ini/a/ves, and to deliver a customer service experience that inspires people to join us on our mission. With this in mind, we look forward to another successful year in Santa Monica. Ron Durgin!


EDUCATION The Santa Monica Bike Center partners with Sustainable Streets to bring bicycle educa/on and maintenance classes to the community of Santa Monica. The educa/on classes aim to encourage people of all ages and backgrounds to engage in ac/ve transporta/on for daily trips. Educa/on plays a key role in crea/ng vibrant, healthy, livable communi/es and the programs offered are designed to mo/vate more people to choose sustainable, ac/ve transporta/on to reach any des/na/on. The menu of classes offered by Sustainable Streets includes Adult Learn to Ride, Confident City Cycling, and a 3-‐part Bike Maintenance series. In 2014, 63 classes were taught with a total of 241 par/cipants.

The Santa Monica Bike Center teamed up with the Santa Monica Police Community Affairs Department to create a comprehensive and illustrated guide to “Smart Cycling in Santa Monica.” The brochure provides guidance for bicyclists, pedestrians, and motorists to safely share the road and paths in Santa Monica. Hover over the leT image and click the far right icon to view the brochure.

Smart Cycling Brochure


In October 2013 we launched the Bike Friendly Business campaign in Santa Monica, u/lizing the League of American Bicyclists Bike Friendly Business program to accredit and designate local businesses for their bike friendly efforts. With our leadership and support 5 businesses achieved a Bicycle Friendly Business designa/on, and Santa Monica College achieved a Bicycle Friendly University designa/on. Below is a list of award recipients in 2014. •  Santa Monica Bike Center – Upgraded from Silver to Pla/num •  City of Santa Monica, City Hall – Gold •  Phelps – Silver •  Areal Restaurant – Silver •  Crossroads School for Arts and Sciences – Silver •  Santa Monica College – Bronze Read a full descrip/on of the program and local achievements in our 2014 Bicycle Friendly Yearbook on the next page.

Our Outreach Coordinator is ac/vely involved with several Chamber of Commerce and City of Santa Monica commiCees as a point person for bike related events and community ac/vi/es. Engaging with the community and aCending community events maintains our public presence and keeps bicycling ini/a/ves at the forefront.

Community Involvement – Chamber of Commerce Commi5ees

STAKEHOLDER ENGAGEMENT


•  Environmental Affairs CommiCee •  Wellbeing Fes/val CommiCee •  Sustainable Quality Awards SubcommiCee


Hover over the image below and click the far right icon to read the full Santa Monica Bicycle Friendly Yearbook:

COMMUNITY EVENTS

January •  SuperBowl-‐A-‐Thon

February •  Los Angeles Bicycle Commuter Fes/val and Feeder Ride

March •  Na/onal Bike Summit, League of American Bicyclists

April •  Sustainable Quality Awards •  CicLAvia Feeder ride •  We Cycle Recycle •  Kidical Mass

May •  Na/onal Bike Challenge Kickoff Handlebar Happy Hour •  Hosted Young Professionals in Transporta/on (tour) •  Bike to Work day •  Repair and Reuse Café

June •  Santa Monica Fes/val, Clover Park •  Na/onal Bike Challenge Handlebar Happy Hour (2) •  Kidical Mass sag support

July •  Na/onal Bike Challenge Ice Cream Social

August •  Na/onal Night Out •  SMoAA Tour de Arts

September •  Santa Monica Bike Expo •  We Cycle Recycle •  AltCar Expo •  Interbike conference

October •  Sears Safety Awareness Weekend Event •  BikeMS Bike Tour, Santa Monica to Santa Barbara •  Wellbeing Fes/val •  Fairmont Hotel Wellness Event

November •  SMBC 3 year Anniversary & Celebra/on •  Na/onal Bike Tourism Conference, San Diego

28 Total Events 22 Santa Monica Events 5 Group Rides 5 Charitable Events


The Santa Monica Bike Center has been opera/ng since November 2011, in the first three years a total of 550 members have used the bike parking facility, with an average of 282 members using the facility each calendar year. Likewise, the Bike Center provides daily bike valet for non-‐members. On average, we valet parked 5 bikes per day, with an annual total of 1710 in 2014. Based on the first three years of opera/ons, Bike Center members access the commuter facility an average of 23,000 /mes a year. Member entry data and bike valet counts are used to calculate the number of round trips made by bicyclists. According to this data, Bike Center members and non-‐members contribute an average of 38 round-‐trip bicycle commutes every day towards the City’s No-‐New Net Trip goals.


CUSTOMER SERVICE Bicycle Parking U/liza/on

Value of the Bike Center The City of Santa Monica invested $791,300 to repurpose 27 car parking spaces in Parking Structure #8 to make room for 357 bike parking spaces in the Santa Monica Bike Center. Based on current data from Central Parking, a single car parking space can generate between $160-‐$215 per month for the City. Using this range in value, these 27 spaces represented a combined annual revenue poten/al of $51,840-‐$69,660 for the City of Santa Monica. In comparison, opera/ons from the Bike Center generated a payback to the City of $121,660 in 2014, which represents approximately double the revenue from the same real estate. In its first three years, Bike and Park Santa Monica is averaging just over $108,220 each year in revenue share. Using this average annual revenue share, we es/mate the City’s original investment will be recovered within seven years.

CUSTOMER SERVICE

Every year we survey our members to get valuable feedback about membership informa/on, cycling habits, facility maintenance and staff performance. Hover over the image below, and click the far right icon to read a summary of the 2014 survey results.


Annual Members Survey

Visitors and Tourism Casual users con/nue to be the main revenue source at the Bike center, ren/ng over 38,000 bicycles and related equipment in 2014. In addi/on, through our partnership with the Santa Monica Conven/on and Visitors Bureau, we are growing interest in guided bike tours varying from Urban Farming, Street Art, Sweet Shops, and corporate ou/ngs. We an/cipate Guided Bike Tours will bring in new customers to experience the Bike Center in 2015.

Social Media Reach & Customer Feedback •  Facebook: 846 likes

doubled since 12/31/13 •  Yelp: 23 five star votes •  TripAdvisor: #11 of 55

ac/vi/es in Santa Monica, 14 excellent rated reviews


CUSTOMER SERVICE

Plaborm Likes Followers Visits Ra/ng Reviews

Facebook 846 419 4.2 stars 68

Instagram 198

Twi5er 644

Yelp 4 stars 41

TripAdvisor 94% 4.5 stars 18

OPERATIONS 2014 Facility Maintenance Costs

Notable expenditures and revenue:

•  Window treatments (remove and replace graffi/ coa/ng).

•  Installa/on of security system

•  Significant reduc/on in door. maintenance costs because of 2013 upgrades to door hardware.

•  The difference in total maintenance costs and membership revenue is subsidized by the operator from retail sales.


2014 Membership Revenue Package Name 2014 Net Revenue 2013 Net Revenue % Change

Annual Pass $2,178.70 $4,156.99 -‐47% Annual Pass + Locker $5,434.95 $7,634.67 -‐29%

Annual Pass + Locker + Towel $2,010.10 $1,726.68 16% Bikes@Work Basic $400.05 $0.00 100%

Monthly Pass $8,786.52 $9,842.11 -‐11% Monthly Pass + Locker $8,511.39 $8,394.26 1%

Monthly Pass + Locker + Towel $1,793.30 $2,019.30 -‐11% Monthly Pass + Towel $363.17 $310.37 17%

Monthly Pass -‐ No Auto Renew $24.05 $124.89 -‐81% Residen/al Package $261.77 $0.00 100%

TOTAL $29,764.00 $34,209.27 -‐13%

Maintenance item 2014 2013 % Change Janitorial Services $18,688.00 $19, 094.00 -‐2.10% Cleaning supplies $5,699.65 $17,166.00 -‐67% Window cleaning $900.00 $1,839.00 -‐51%

Window treatments $10,909.58 $0 100% Plumbing $1,587.00 $600.00 65%

Pest control $795.00 $0 100% Security system $2,780.00 $0 100%

Door maintenance $1,329.00 $11,467.00 -‐88% Tenant improvements $2,414.00 $1,165.00 107%

TOTAL $45,102.92 $51, 331.00 -‐12%

•  Green Business Cer2fica2on – Business Greening

Program with Sustainable Works •  Sustainable Quality Award – Won 2014 Excellence in

Economic Development •  Na2onal Bike Challenge – First place in ‘bike shop/bike

industry’ category •  Designated as 2015 Best Workplaces for Commuters •  Bike Friendly Business – Pla/num designa/on through

League of American Bicyclists (1 of 17 na/onwide pla/num designated businesses)

•  Best Bike Commuter Facility by Bike League News

Chari/es and Events We Support

•  Sustainable Streets •  League of American Bicyclists •  Santa Monica Next •  Heal the Bay •  Westside Shelter and Hunger Coali/on •  Repair and Reuse Café •  We Cycle Recycle •  Surf and Skate event •  Bike MS •  Climate Ride •  LA County Police Canine Associa/on

Our goal at the Bike Center is to align our business prac/ces with our mission, and to work with progressive communi/es who share our passion for encouraging people to ride bikes. The awards and recogni/on listed below are indicators that we are moving in the right direc/on.

2014 Awards and Recogni/on


OPERATIONS


Ron Durgin, General Manager Bike and Park Santa Monica LLC

Operators of the Santa Monica Bike Center [email protected]

smbikecenter.com (310) 656-‐8500

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Santa Monica Bike Center 2014 Annual Report

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