CITY COUNCIL STAFF REPORT
March 18,2025 {{section.number}}g
AUTHORIZE THE CITY MANAGER TO EXECUTE A CONTRACT WITH THE SAN DIEGO METROPOLITAN TRANSIT SYSTEM IN THE AMOUNT OF $122,336.65 TO OPERATE THE 2025 FREE SUMMER SHUTTLE, MTS ACCESS PARATRANSIT SERVICES AND A FREE
FOURTH OF JULY BUS FOR CAYS RESIDENTS
RECOMMENDATION:
Authorize the City Manager to execute a contract, in a form approved by the City Attorney, with San Diego Metropolitan Transit System (MTS) in the amount of $122,336.65 to: 1) operate the Free Summer Shuttle (FSS) and MTS Access paratransit from July 1, 2025 through September 1, 2025; and, 2) operate a free bus service from the Cays Fire Station to the Community Center on the Fourth of July; and, 3) purchase an initial 100 PRONTO passes for distribution to Coronado Cays residents.
BACKGROUND:
The City of Coronado has partnered with the Metropolitan Transit Service (MTS) to provide the Free Summer Shuttle (FSS) program during the summer months since 2013. The FSS replaces MTS bus route 904 and provides offers free rides to all passengers.
At the November 21, 2023, City Council meeting, staff was directed to identify and evaluate potential modifications to the FSS operations for consideration by City Council prior to contracting with MTS for the 2024 season. Staff presented their findings at the February 20, 2024, City Council meeting and noted that FSS ridership had been relatively low in May and early June but peaked from mid- to late-summer, with July showing the highest monthly ridership. This trend was attributed to several factors, including the onset of school summer vacations in mid-June, increased tourism in Coronado starting around the Fourth of July, and a preference for warmer weather and outdoor activities later in the summer. It was also noted that ridership numbers were highest after 8:00am and declined around 8:00pm.
To better align with these ridership trends, the City Council reduced the duration of the FSS service season in 2024, opting to postpone the start of service until July 1 and continuing until September 1 (Labor Day). In addition to trimming the operational period to 63 days in 2024, the daily service schedule was shortened, with operation from 9:00am to 8:00pm daily. The Summer Shuttle maintained 15-minute headways, which is consistent with previous years. On November 5, 2024, staff provided a report to the City Council on the 2024 program and noted that even with the shortened service schedule, the program saw the highest number of daily passengers and the lowest cost per passenger since 2019. The total cost for the 2024 agreement with MTS was $114,000, plus an additional $700 spent to provide 100 MTS PRONTO passes to residents of the Coronado Cays.
ANALYSIS:
The 2024 Free Summer Shuttle saw a significant increase in ridership, serving 54,203 passengers in 64 days, compared with 34,248 passengers over 71 days of service in 2023. The number of passengers per day doubled compared to 2023, increasing from 482 to 847, marking the highest daily ridership since the 2020 pandemic. Additionally, the number of passengers per 2 trip showed a similar improvement, with an average of 9.5 passengers per trip. As a result of the shorter program duration and operating hours, the cost of the Summer Shuttle was reduced from $146,586 in 2023 to $114,000 in 2024. This cost reduction, combined with increased daily ridership, resulted in a cost per passenger drop from $4.28 in 2023 to $2.10 in 2024.
Year Service
Days
Total
Passengers
Passengers/
Day
Passengers/
Trip
Cost/Passenger
2018 102 123,846 1,214 12.1 $1.09
2019 102 154,026 1,510 15 $0.97
2020 Service Canceled due to COVID 19 Pandemic
2021 93 55,103 593 5.8 $2.87
2022 102 79,741 782 7.7 $2.38
2023 71 34,248 482 4.7 $4.28
2024 64 54,203 847 9.5 $2.10
Ridership trends at the daily and hourly level also support the changes to the service schedule in 2024. With an 11-hour service day, from 9 a.m. to 8 p.m. daily and 8:00 a.m. to 10:30 p.m. on July 4, an average of 77.4 passengers per hour used the service during the program. The highest number of passengers were served in the midday and PM peak hours between 9 a.m. and 6 p.m., with declining ridership after 6pm. 26322959 2732 2453
3655
2946
2842
3647
3627
3099
2681
3931
3271
3446
1520
1284
1177
1427
1924
1458
1492
S U N D A Y M O N D A Y T U E S D A Y W E D N E S D A Y T H U R S D A Y F R I D A Y S A T U R D A Y Midday 9am-1:59pm PM Peak 2pm-5:59pm Evening after 6pm
DAILY RIDERSHIP TRENDS
3 Examination of the ridership and cost of the 2024 Summer Shuttle program suggests that the modified schedule, which included fewer service days and reduced operating hours, was effective at reducing the cost to the City for providing this free service to residents and visitors.
As ridership saw a notable increase compared to 2023, despite simultaneous operation of the Island Express mini shuttle, the changes appear to have improved service efficiency without reducing popularity.
FSS Rider Survey Results
Users of the Free Summer Shuttle were invited to complete a non-scientific survey after they used the service. A total of 71 unique users submitted responses. A complete breakdown of survey results is included in Attachment 2 and a summary of key questions and responses is provided below:
• 78% of users responded that they were very satisfied with the service. Approximately 4% reported that they were unsatisfied.
• 79% reported that they were from Coronado and 15% were from outside of San Diego County.
• 90% responded that their wait times were 15 minutes or less. • 54% used the service for recreation/leisure purposes, 15% for dining, and only 3% for work.
• 34% of the survey respondents (24 total) answered how they would have travelled if not for the Free Summer Shuttle. Of these, the majority reported that they would have driven their own car (46%) or that they would have walked (38%). 2025 Free Summer Shuttle Program – Village Area
The proposed 2025 FSS agreement between the City and MTS would implement a fare-free service using four MTS standard 40-foot buses. Consistent with the 2024 program, the proposal includes FSS service commencing on Tuesday, July 1 and operating through Monday, September 1, 2025, which is Labor Day. Operating hours would be from 9:00 a.m. to 8:00 p.m., daily, with 33 50
72 76
82 99
91 89
96 83
70 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23
2022 Avg Riders 2023 Avg Riders 2024 Avg Riders
Free Summer Shuttle Average Hourly Riders
Number of Riders
4 extended service hours from 8:00am to 10:30pm on July 4. MTS will operate these four buses to meet a 15-minute interval schedule, consistent with headways in past years.
Service to Coronado Cays
In recent years, the City has supported transit service to the Coronado Cays through the distribution of PRONTO day passes to Cay’s residents. In 2024, the City purchased 100 PRONTO passes at a cost of $700, and all of these passes were claimed and used. The cost of PRONTO passes for 2025 is unchanged, and this service can be included for the 2025 program.
In 2024, consistent with past years, service was provided between the Village and the Cays on the 4th of July, operating with 30-minute headways between 8:00 a.m. and 10:30 p.m., at a cost of $3,499.67. A total of 717 passengers rode the Cays 4th of July shuttle in 2024, for an average of 11 passengers per trip. The 4th of July free bus service for 2025 is proposed to operate the same as in 2024, with service running from the northeast corner of Grande Caribe Causeway and Coronado Cays Boulevard to the southeasterly corner of Avenue de las Arenas and Silver Strand Boulevard and including a stop at Liberty Military Housing. This bus would operate from 8:00 a.m. to 10:30 p.m. in 30-minute intervals, providing a convenient alternative to driving for Cay’s and military house residents on a holiday where parking in Coronado is at a premium.
The 2025 Free Summer Shuttle program is estimated by MTS to be $121,636.65, which includes $9,000 estimated for the MTS Access service and $3,536.90 estimated as the cost to provide extended hours and additional service to the Cays on July 4th.
Marketing and Branding
The increase in ridership seen in 2024 may also be linked to increased marketing efforts in 2024, as well as a publicized launch event on the opening day of service. Staff sent double sided postcards to City residents promoting both the Free Summer Shuttle and the Island Express and also promoted these free transportation options frequently on social media, in local digital and print media, signage. Program flyers were stocked at City facilities. The total cost for promoting both free transportation services in 2024 was approximately $9,000. These enhanced marketing strategies may have contributed to increased ridership, and staff will continue marketing efforts in advance of the 2025 season.
The buses used for the program have historically been branded with a full bus wrap with a beach theme that features Coronado landmarks, bus route and schedule information, and branding for the Discover Coronado and the City of Coronado. Discover Coronado, which has funded bus wraps for previous years’ summer shuttle programs, has notified staff that they will not be providing funding this year. As a result, approximately $25,000 will be added to the cost of the program should the City Council want to wrap the four shuttle buses with the Coronado beach theme logo. Alternatively, should the buses not be wrapped, options for branding can include application of smaller information decals or a partial wrap.
MTS Access paratransit service
Since 2023, the Federal Transit Authority has required that promotional programs that last 60 days or more, such as the FSS, must also include free, complementary paratransit service. MTS Access provides complementary paratransit within a ¾ mile radius of a nearby bus route and/or trolley station. MTS Access service is available during the same hours and days as the MTS fixed route system. If passengers can take a particular trip between two points on an MTS fixed route system, the same trip is available on complementary paratransit. 5 As a result of the FTA determination, the MTS contract price now includes a service fee for MTS Access that is contingent upon the actual use of the paratransit service. In 2024, Thirteen (13) paratransit trips were recorded, with a total cost of $741, substantially lower than the $9,000 cost that was initially estimated by MTS. The cost in 2025 will also be contingent upon the actual use of the free paratransit service; however, MTS has included an estimated amount in the proposal of $9,000 for MTS Access over the duration of the program.
FISCAL IMPACT:
The cost for MTS to operate the FSS from July 1 through September 1, 2025 (64 days) is estimated at $121,636.65. Additional costs include providing PRONTO passes, promotion of the service, and bus wraps. The table below presents a breakdown of costs. Note that all amounts are estimates, and actual costs will be billed to the City based on the actual service provided.
FSS Service Operating Cost and Fare Reimbursement $109,099.75 MTS Access $9,000
4 th of July service to Cays $3,536.90
Total MTS Contract Cost $121,636.65
MTS PRONTO Cards (Day Passes x 100) $700
Promotion of all Coronado Free Transportation Services $9,000 Bus wraps for 4 buses $25,000
Total Cost of FSS Program $156,336.65
The FSS program generates annual revenue from local businesses through recurring advertising opportunities displayed inside the buses. In 2024, the program generated $3,850 in ad revenue, and it is projected that similar ad revenue will be generated from local businesses in 2025.
ALTERNATIVE:
City Council could alter the FSS program or choose not to execute the proposed agreement with MTS.
CALIFORNIA ENVIRONMENTAL QUALITY ACT:
This activity is not considered a project under CEQA and is therefore exempt from environmental review.
PUBLIC NOTICE:
No notice required. Discover Coronado and the Coronado Cays Homeowners Association (HOA) have been made aware of this agenda item.
ATTACHMENTS:
1. MTS Summer Shuttle Contract and 2025 operating schedule
2. FSS Survey Results
Submitted By: Community Development Department / Jasmine Bridges