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!

TABLE OF CONTENTS

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

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LETTER FROM THE GM

These events allow us to share our story and keep bicycling at the forefront of the conversa/on regarding transporta/on in our 2014 was an exci/ng year for Bike And Park Santa Monica and region. we are delighted to share our accomplishments in this annual report. Our mission is to inspire people to ride bicycles for the 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 benefit of one’s health, spirit and planet. We are passionate And Park Santa Monica is in a great posi/on to deliver on this about increasing bicycle use for transporta/on and to inspire expecta/on. Our customer service approach caters to both visitors people to ride we focused on three key areas this past year: who want to rent bicycles and to locals who already have a bicycle.

Educa/on, Stakeholder Engagement, and Customer Service.

At the Bike Center locals find peace of mind with the availability of

Bike and Park is commiCed to making bike educa/on available secure, indoor bike parking that ensures their bicycle will be unharmed and ready to ride when they need it. Likewise, visitors locally, as such, we value our partnership with Sustainable find a resource with local cycling knowledge to help them explore Streets to deliver a full menu of quality bike educa/on the area on a quality bike at an affordable rate. We know without programs in Santa Monica. Effec/ve bike educa/on gives people the knowledge and skills to ride with confidence and it great customer service our business will not succeed. increases their comfort for riding in all condi/ons. The holis/c In closing, the outlook for 2015 and beyond is very bright for our approach by Sustainable Streets nurtures individual choice to industry. The City of Santa Monica con/nues to invest in facili/es ride a bike more o_en and in a manner that increases the safety of everyone on the road. We support this approach and and infrastructure aimed at increasing daily trips by bike, more business and property owners are seeing the value of crea/ng a will con/nue to provide the necessary resources for welcoming place for bicyclists, and the general public is embracing Sustainable Streets to offer its programs in 2015. the joy and freedom of gegng around on the most efficient human

In 2014 our stakeholder engagement ini/a/ves targeted local powered device ever created. Couple these drivers with the emergence of increasing transporta/on choices such as, light rail businesses with the aim of guiding them into the Bicycle Friendly Business (BFB) program. We inspired seven businesses and bike share, and we see tremendous opportunity for harnessing this momentum and balancing trip behavior. Long term, we to meet our challenge and join the ranks of over 800 pledge to support bike educa/on, to guide business and property businesses na/onally that have achieved BFB designa/on. owners on BFB ini/a/ves, and to deliver a customer service Based on the enthusiasm from local businesses we an/cipate double-­‐digit par/cipa/on in 2015. In addi/on, our community experience that inspires people to join us on our mission. With this in mind, we look forward to another successful year in Santa outreach team par/cipated in 28 events last year across Los Monica.

Angeles and Santa Monica.

Ron Durgin!

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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.

Smart Cycling Brochure

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.

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STAKEHOLDER ENGAGEMENT

Community Involvement – Chamber of Commerce Commi5ees 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.

• • •

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

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.

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

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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

28 22

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Total Events Santa Monica Events Group Rides Charitable Events

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

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CUSTOMER SERVICE Bicycle Parking U/liza/on

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.

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.

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CUSTOMER SERVICE Annual Members Survey

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.

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CUSTOMER SERVICE 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 Plaborm Facebook

Likes

Followers

846

419

Instagram

198

Twi5er

644

Yelp TripAdvisor

94%

Visits Ra/ng

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 •

Reviews

4.2 stars

68

4 stars

41

4.5 stars

18

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OPERATIONS 2014 Facility Maintenance Costs Maintenance item

2014

2013

% Change

Janitorial Services Cleaning supplies Window cleaning Window treatments Plumbing Pest control Security system Door maintenance

$18,688.00 $5,699.65 $900.00 $10,909.58 $1,587.00 $795.00 $2,780.00 $1,329.00

$19, 094.00 $17,166.00 $1,839.00 $0 $600.00 $0 $0 $11,467.00

-­‐2.10% -­‐67% -­‐51% 100% 65% 100% 100% -­‐88%

Tenant improvements

$2,414.00

$1,165.00

107%

TOTAL

$45,102.92

$51, 331.00

-­‐12%

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 Annual Pass

2014 Net Revenue 2013 Net Revenue % Change

Annual Pass + Locker

$2,178.70 $5,434.95

$4,156.99 $7,634.67

-­‐47% -­‐29%

Annual Pass + Locker + Towel

$2,010.10

$1,726.68

16%

Bikes@Work Basic Monthly Pass Monthly Pass + Locker

$400.05 $8,786.52 $8,511.39

$0.00 $9,842.11 $8,394.26

100% -­‐11% 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 TOTAL

$261.77 $29,764.00

$0.00 $34,209.27

100% -­‐13%

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OPERATIONS 2014 Awards and Recogni/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.

• 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

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Ron Durgin, General Manager Bike and Park Santa Monica LLC Operators of the Santa Monica Bike Center ron@smbikecenter.com smbikecenter.com (310) 656-­‐8500 LOVE YOUR COMMUTE – BIKE AND PARK SANTA MONICA – SMBIKECENTER.COM

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