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May 6, 2025
ITEM TITLE
Chula Vista Bayfront: Approve an Agreement with SD Luxury Limos to Provide Chula Vista Bayfront Shuttle Services and Appropriate Funds Therefor
Report Number: 25-0121
Location: Bayfront Shuttle Interim Route- 300-1000 H Street, 300-500 Third Avenue, 300-700 F Street, 200- 300 Woodlawn Avenue, 700-800 E Street, Gunpowder Point Dr., 200-500 Bay Blvd.
Department: City Manager
G.C. § 84308 Regulations Apply: No
Environmental Notice : The activity is not a “Project” as defined under Section 15378 of the California Environmental Quality Act State Guidelines. Therefore, pursuant to State Guidelines Section 15060(c)(3) no environmental review is required. Notwithstanding the foregoing, the activity qualifies for an Exemption pursuant to Section 15061(b)(3) of the California Environmental Quality Act State Guidelines.
Recommended Action
Adopt a resolution: 1) Approving an agreement with SD Luxury Limos to Provide Chula Vista Bayfront Shuttle Services; 2) Approving the request of a $2,700,000 disbursement from the Chula Vista Billboard Reserve Fund held in trust by the San Diego Metropolitan Transit System to fund shuttle services; and 3) Appropriating funds therefor. (4/5 Vote Required)
SUMMARY
The Chula Vista Bayfront Master Plan implements a Public Access Program that safeguards the public’s right of access to the shoreline. Among the improvements identified in the Program, and to increase utilization of public transit to connect users to the shoreline, the City intends to provide an environmentally friendly, affordable and accessible shuttle bus service to interconnect the Bayfront with the E Street and H Street trolley stations and the adjacent community.
Shuttle services will initially be funded by the Chula Vista Billboard Reserve Fund held in trust by the San Diego Metropolitan Transit System.
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This item approves an agreement with SD Luxury Limos to provide Chula Vista Bayfront shuttle service , requests disbursement of Chula Vista Billboard Reserve Fund monies for this purpose and appropriates funds therefor.
ENVIRONMENTAL REVIEW
The Director of Development Services has reviewed the proposed activity for compliance with the California Environmental Quality Act (CEQA) and has determined that the activity is not a “Project” as defined under Section 15378 of the State CEQA Guidelines because it will not result in a physical change to the environment.
Therefore, pursuant to Section 15060(c)(3) of the State CEQA Guidelines, the activity is not subject to CEQA. In addition, notwithstanding the foregoing, it has also been determined that the activity qualifies for an Exemption pursuant to Section 15061(b)(3) of the State CEQA Guidelines. Thus, no environmental review is required.
BOARD/COMMISSION/COMMITTEE RECOMMENDATION
Not applicable.
DISCUSSION
A partnership between the Port of San Diego and City of Chula Vista, the redevelopment of the 535-acre Chula Vista Bayfront envisions a world-class destination in the South Bay – a unique place for people to live, work and play. It is designed to create jobs, new public parks and recreational adventures, improve the natural habitat, offer new dining and shopping options, provide a world-class hotel and convention center, and more – all for residents and coastal visitors to enjoy.
Planning efforts for the redevelopment of the Chula Vista Bayfront began in 2002. After an extensive public participation program, including a comprehensive environmental study , in Aug ust 2012 the Chula Vista Bayfront Master Plan (CVBMP) was unanimously approved by the California Coastal Commission.
The CVBMP implements a Public Access Program (PAP) that ensures the public’s right of access to the shoreline. The PAP defines and implements an extensive multi-modal pedestrian, bicyclist, mass transit, and automobile-based system to provide a variety of free and low-cost Chula Vista waterfront public recreational opportunities for residents and visitors. Among the improvements, and to increase utilization of public transit to connect users to the shoreline , the PAP requires a n environmentally friendly, affordable and accessible shuttle bus service to interconnect the Bayfront with the E Street and H Street trolley stations and the adjacent community.
The Chula Vista Bayfront Shuttle will service the Master Plan area with a key focus on connecting general users to and from: downtown areas east of I-5; the Gaylord Pacific Resort and Convention Center; residential projects; park areas; and existing trolley stops. The ultimate route (Figure 1) will operate as a two-way loop with stops in both directions. Portions of the ultimate route have yet to be constructed ; therefore, until completion of missing segments, an interim route will be imp lemented. To initially encourage public use of the shuttle, shuttles would typically run every 15 minutes . Shuttle frequency will be re -evaluated in the future based on ridership.
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Figure 1
On February 28, 2025, the City issued a Request for Proposals (RFP) P29-2025 (Attachment 1) seeking a contractor/service provider to provide a looped shuttle service. The RFP was posted and made available on PlanetBids. The RFP closed on March 27, 2025. Three proposals were received from the following firms: ACE Parking, Carla Hospitality, and SD Luxury Limos. An evaluation committee assessed, scored, and ranked the responses based on experience, personnel, qualification, and cost. After a comprehensive assessment, staff recommends approving the agreement with SD Luxury Limos.
The proposed agreement (Attachment 2) has an initial term of 13.5 months and four additional, one -year extension options through June 30, 2030. The agreement has a not to exceed amount of $ 1,234,800 for the initial 13.5-month term.
Shuttle service will begin mid-May and will initially be free and operational seven days a week from 8 a.m. to 6 p.m. There will initially be a total of four shuttles, two in each route direction, that are fully electric, ADA complaint, and with a minimum capacity of 12 passengers.
Shuttle Stops include:
1. Living Coast Discovery Center
2. Gaylord Pacific Resort & Convention Center
3. H Street Transit Center
4. Chula Vista Center
5. H Street/Third Avenue
6. Downtown Chula Vista
7. City Hall
8. F Street/Woodlawn Avenue
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9. E Street Transit Center
Funding for Shuttle Operations
The San Diego Metropolitan Transit System (MTS) maintains a reserve fund known as the Chula Vista Billboard Reserve Fund, which is funded by the lease reven ues for the use of billboards located within the San Diego and Arizona Eastern (SD& AE) Railway right-of-way within the City of Chula Vista. These revenues are held in trust by MTS for use by the City on projects which benefit mass transit occurring within the City, also known as Qualified Projects. Qualified projects include, but are not limited to, landscaping the areas along the right -of-way, graffiti and litter removal in these same areas, pedestria n improvements along the trolley line within city limits, and other projects as may be agreed to by City and MTS.
The current balance in the Chula Vista Billboard Reserve Fund is approximately $2.8 million. In order to access Fund monies, the City must submit a written request to MTS with a description of the Qualified Project, the amount of funds requested, and a schedule for expenditure. Each request is subject to approval by a majority vote of the MTS Board and Chula Vista City Council.
Staff recomm ends approving a resolution requesting disbursement of $ 2,700,000 from the Chula Vista Billboard Reserve Fund for the operation of the Chula Vista Bayfront Shuttle program.
DECISION-MAKER CONFLICT
Staff has reviewed the property holdings of the City Council and has found that, Mayor John McCann has real property holdings within 1,000 feet, but beyond 500 feet, of the boundaries of the property which is the subject of this action. Staff has determined that the decision would change the parcel’s development potential, income-producing potential, highest and best use, character, and/or market value. Consequently, pursuant to California Code of Regulations Title 2, sections 18700 and 18702.2(a)(8), this item presents a disqualifying real property-related financial conflict of interest under the Political Reform Act (Cal. Gov't Code §87100, et seq.) for the above-identified member.
Staff is not independently aware, and has not been informed by any City Council member, of any other fact that may constitute a basis for a decision-maker conflict of interest in this matter.
CURRENT-YEAR FISCAL IMPACT
Costs associated with the Chula Vista Bayfront Shuttle Program will be reimbursed by the Chula Vista Billboard Reserve Fund held in trust by MTS. The current Fund balance is anticipated to fund two years of shuttle operations.
ONGOING FISCAL IMPACT
To fund additional years of shuttle operations, staff will pursue several strategies including, but not limited to, increasing revenue to the Chula Vista Billboard Reserve and exploring a nominal shuttle fee.
ATTACHMENTS
1. RFP 29-2025
2. SD Luxury Limos Agreement
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Staff Contact: Tiffany Allen, Assistant City Manager
Adrianna Relph, Special Projects & Legislative Manager