AGENDA
MUNICIPAL SERVICES COMMITTEE
MEETING NOTICE
JULY 25, 2023
PUBLIC MEETING 4:00 P.M.
MEMBERS
Felicia Williams, Chair/Vice Mayor, District 2
Tyron Hampton, Councilmember, District 1
Justin Jones, Councilmember, District 3
Jason Lyon, Councilmember, District 7
STAFF
Sidney Jackson, General Manager
Lisa Hosey, Assistant City Attorney
Garrett Stevenson, Recording Secretary
MISSION STATEMENT
The City of Pasadena is dedicated to delivering exemplary municipal services, responsive to our entire community and consistent
with our history, culture and unique character.
In compliance with the Americans with Disabilities Act of 1990, Assistive Listening Devices are available from the City Clerk’s Office with a 24-hour advance notice.
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4-4124 por lo menos con 24 horas de anticipación.
Items on the agenda may not be called in order listed.
Agendas and supporting documents are available on the Internet at http://www.cityofpasadena.net/commissions/city-council-municipal-services-committee/ Materials related to an item on this Agenda submitted to the Municipal Services Committee after distribution of the agenda packet will be posted online and listed as: “Supplemental Agenda Material Received after the Posting of the agenda”.
AMENDED AGENDA
PUBLIC COMMENT AT THE MUNICIPAL SERVICES COMMITTEE MEETING FOR JULY 25, 2023 AT 4:00 P.M. WILL BE ACCEPTED IN-PERSON AND BY VIDEOCONFERENCE/TELECONFERENCE.
Link to City Meeting Policy:
cityofpasadena.net/CityCouncilMeetingPolicy
TO VIEW A LIVE STREAM OF THE MEETING:
http://pasadena.granicus.com/MediaPlayer.php?publish_id=9 AND
WWW.PASADENAMEDIA.ORG
In order to facilitate public participation at meetings the City will accept public comment in the following manner:
1. Whether participating in-person or virtually at the meeting, members of the public may provide public comment by submitting a speaker card prior to the start of public comment on that item, at the following webpage:
www.cityofpasadena.net/commissions/public-comment/
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2. In-person Meeting Participation: Complete an online speaker card at the following website: www.cityofpasadena.net/commissions/public-comment/ After submitting a public speaker card, members of the public may attend the meeting in-person by coming to the Pasadena City Council Chamber, Room S249 at City Hall at the date and start-time of the posted meeting.
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Participants’ phone calls to the Committee meeting will be recorded as part of the Committee meeting. By staying on the line and making public comment during the Committee meeting by phone, you are agreeing to have your phone call recorded. Following is the connectivity information for virtual participation:
Computer or electronic devices, join the meeting at: cityofpasadena.net/cczoom Telephone only dial-in: 1-669-900-6833, Meeting ID: 161 482 446
3. Speaker Card Help Line: If a public comment speaker needs assistance in completing a speaker card, please call the City Clerk’s Office at: (626) 744-4124. Help line will open 30 minutes prior to the posted start time of the meeting.
4. Members of the public may submit correspondence of any length prior to the start of the meeting, at the following email address:
Correspondence will be forwarded to the Committee prior to the start of the meeting, posted online, and made part of the legislative record for the item.
LIVESTREAM WITH CAPTIONING IS AVAILABLE AT WWW.PASADENAMEDIA.ORG, AND ALSO AT WWW.CITYOFPASADENA.NET/COMMISSIONS/AGENDAS,
IF YOU NEED A REASONABLE MODIFICATION OR ACCOMMODATION PURSUANT TO THE
AMERICANS WITH DISABILITIES ACT
BECAUSE YOU ARE UNABLE TO PARTICIPATE ELECTRONICALLY AS SET FORTH ABOVE, CONTACT THE CITY CLERK’S OFFICE
AS SOON AS POSSIBLE AT (626) 744-4124 OR [email protected].
CITY OF PASADENA
MEETING OF
THE MUNICIPAL SERVICES COMMITTEE
JULY 25, 2023
PUBLIC MEETING: 4:00 PM
PASADENA CITY HALL, COUNCIL CHAMBER
100 NORTH GARFIELD AVENUE, ROOM S249
NOTICE IS HEREBY GIVEN that the regular meeting of the Municipal Services Committee will be held on Tuesday, July 25, 2023, at 4:00 p.m., to discuss matters on the attached agenda.
I HEREBY CERTIFY that this agenda in its entirety, was posted on the Internet at https://www.cityofpasadena.net/commissions/city-council-municipal-services-committee/ and on the Council Chamber Bulletin Board, Room S249, and the Bulletin Board in the rotunda area; City Hall, 100 North Garfield Avenue, this July 20, 2023 by 6:30 p.m. and that copies hereof were faxed, emailed or delivered to each member of the City Council and to each local newspaper of general circulation, radio or television station requesting notice in writing, all of which recipients are identified on the distribution herein below.
Susana Castro
DISTRIBUTION:
MSC Committee Members Central Library General Manager Pasadena Weekly City Council City Clerk Director of Planning and Permitting Pasadena Star-News City Manager Director of Public Works Los Angeles Times Pasadena Now City Attorney Public Information Officer La Opinion Pasadena Journal
In compliance with the Americans with Disabilities Act of 1990, listening assistive devices are available from the City Clerk's Office with a 24-hour advance notice.
Please call (626) 744-4124 to request use of a listening device. Language translation services may be requested with 24-hour advance notice.
Habra servicio de interpretacion disponible para estas juntas llamando al (626) 744-4124 por lo menos con 24 horas de anticipación.
MEETING AGENDA
MUNICIPAL SERVICES COMMITTEE
JULY 25, 2023
Public Meeting: 4:00 P.M.
Council Chamber, Pasadena
City Hall 100 North Garfield Avenue, Room S249
APPROVAL OF MINUTES
1. AUTHORIZATION TO EXECUTE AN AMENDMENT TO AGREEMENT 21,193 WITH
SOUTHERN CALIFORNIA PUBLIC POWER AUTHORITY FOR RENEWABLE
ENERGY DEVELOPMENT SERVICES FOR THE WATER AND POWER
DEPARTMENT
2. WATER COST-OF-SERVICE ANALYSIS AND RATE DESIGN UPDATE
3. METROPOLITAN WATER DISTRICT QUARTERLY UPDATE
4. UPDATE ON CITYWIDE SAFER STREET TRAFFIC SAFETY CAMPAIGN
PUBLIC MEETING - 4:00 P.M.
ROLL CALL
PUBLIC COMMENT
INFORMATION ONLY
ADJOURN
NEW BUSINESS
1 ITEM #1
2 3
4 5
6 Pasadena Water and Power
Request to Amend the
Renewable Energy Development Agreement (RDA)
Between Southern California Public Power Authority (SCPPA) and Pasadena
Municipal Services Committee
July 25, 2023
Item #1
Pasadena Water and Power
Who is the RDA with?
• Southern California Public Power Authority (SCPPA)
> A Joint Power Authority (JPA)
> Partnering with other SCPPA members allows PWP to participate through SCPPA in a more diverse breadth of renewable projects in a more cost-effective manner, while also leveraging economies of scale
> One of PWP’s renewable procurement strategies relies upon securing a diverse portfolio of long-term contracts, which will assist in reducing overall portfolio project development risks
2 7
Pasadena Water and Power
What is an RDA?
• Renewable Development Agreement (RDA)
> A contract between SCPPA and PWP for evaluating and securing contracts for renewable resources
• Original contract was signed in 2006 titled “Renewable Project Development Phase I”
> Phase I was focused on acquisition, transmission and RPS goals > Phase I created a plan of action towards meeting the RPS goals and how to start preparing for those goals
3 Pasadena Water and Power
What was the First Amendment for?
• RDA was updated in an amendment in 2012 titled “Phase II Renewable Development Project”
> Phase II is focused on putting into action the plan formed in Phase I > Approved by City Council on September 24, 2012
> The Phase II allocated amount for PWP’s share was approximately $300,000 which is expected to run out in August 2023
• Phase II is currently ongoing
> The requested amendment is part of Phase II
4 8
Pasadena Water and Power
SCPPA Member Benefits
• As part of the RDA, SCPPA performs due diligence for
renewable resource procurement and acquisitions on behalf of participating members
> New dynamics driven by a variety of factors such as supply chain, import tariffs and commodity price variability of critical rare earth elements, are changing project risk considerations in the industry
> SCPPA secured an outside legal firm in order to identify potential risks in its procurement related services
> SCPPA is working with its members, including PWP, to implement recommendations that will improve its overall contracting process in alignment with member purchasing policies
5 Pasadena Water and Power
Scope of Proposed 2nd Amendment
• The Amendment includes resources for:
> Renewable Energy
> Legal services
> Transmission projects
> Energy storage technologies
> Regulatory and Legislative Compliance
• The Amendment should allocate an additional $700,000 for PWP’s share > This amount will be spent during varying times depending on the type, complexity, and pace of projects in which PWP chooses to participate > The amended amount is driven by current and future energy portfolio needs, helping to meet public policy and regulatory renewable regulatory requirements 6 9
Pasadena Water and Power
Next Steps
• Future Amendments of equal or greater allocated amounts are expected to happen in the coming years
> The increase in funding for this amendment ($700,000) is estimated to last approximately 3-5 years
> PWP will be working toward Carbon-Free goals during that time, requiring a significant number of renewable energy contracts and projects • Once the Amendment is passed, PWP can continue to work with SCPPA to source more renewable projects
• PWP intends to work towards the securing of funding from the Inflation Reduction Act to help offset costs to its ratepayers
• Similarly, PWP intends on seeking applicable grants, some of which may be pursued in conjunction with its SCPPA partners
7 10
ITEM #2
11 PASADENA WATER AND POWER
MEMORANDUM
July 25, 2023
To: Municipal Services Committee
From: Sidney Jackson
General Manager
Subject: Water Cost-of-Service Analysis and Rate Design Update
This item is for information only to provide a status update regarding the Pasadena Water and Power (“PWP”) water cost-of-service analysis (“COSA”) and rate design process.
BACKGROUND:
During an update of the water rates to the Municipal Services Committee, PWP committed to launch a comprehensive COSA and rate design study and return with an update.
Subsequently, on August 8, 2022, the City Council approved a contract with Raftelis Financial Consultants, Inc. (“Raftelis”) to conduct this study. The COSA and rate design study identifies the costs of providing service and recovery methods from customers.
Pasadena’s last comprehensive water COSA with an independent consultant was completed in 2009. A compliance review of the cost-of-service components was completed in 2016 and again in 2018.
The current study will ensure rates are keeping up with costs to serve water, recover costs equitably, and further support the City’s water conservation goals. In a related but separate process to the COSA, PWP updates the financial plan annually as part of the budget process, and water rate adjustments are recommended for City Council approval, as appropriate.
A rate structure assessment is currently underway. Staff is reviewing various rate structures to appropriately recover and allocate costs while balancing competing rate structure pricing objectives. Below are water rate designs that are utilized by agencies today. All rate structures have fixed charges by meter size.
• Uniform Rates: Designed to bill one price per unit of water (no tiers). There is no difference in the variable rate regardless of water use. • Tiered by Meter Size (Pasadena’s Current Structure): Pasadena’s current rates include a volumetric rate that is tiered by meter size for all customers and a capital improvement charge that is uniform for all customers.
• Tiered by Customer Class: Tiered volumetric rates are tiered by customer class.
12 • Tiered
by Customer Class and by Meter Size: Tiered volumetric rates are tiered by customer class and by meter size for Multi-Family Residential and Commercial customers.
• Budget-Based Rates: Rates are tailored or budgeted to each customer account based on calculated indoor and outdoor water allotments.
Staff evaluated each rate design and found that a Tiered by Customer Class and by Meter Size rate structure balances competing pricing objectives. Following this study, PWP will conduct a COSA and present a recommendation to adopt a new rate structure.
13 Water Cost of
Service and Rate
Design Update
City of Pasadena
Municipal Services Committee
July 25, 2023
Water Cost of
Service and Rate
Design Update
City of Pasadena
Municipal Services Committee
July 25, 2023
Undertaking a Rate Study that includes a
Water Cost-of-Service Analysis and Rate Design
• Ensure rates are keeping up with costs to serve
water
• Ensure rate structure recovers costs equitably
• Support the City’s water conservation goals
Retained Raftelis Financial Consultants, Inc.
• Steve Gagnon, PE, Project Manager
2 Introduction
Today’s Goals:
• Not seeking action today
• Information on Water Rate Structures
• Review the Schedule
14 Steve Gagnon, PE
• 25 years consulting experience
• 15 years rate setting experience in Southern California • Chair, Financial Management Committee, American Water Works Association (AWWA) CA-NV Region
3 Project Team
Pasadena Water and Power
Staff
Sarah Wingfield
• Lead Analyst
Steps in Conducting a Rate Study
4 STEP 1
Rate Setting
Framework
STEP 2
Financial
Plan
STEP 3
Cost of Service
& Rate Design
STEP 4
Final Rate
Adoption
• Pricing objectives
• What is important?
• Revenue
Requirements
• How much $ do you
need
• Evaluation of
operating and
capital needs
• Cash flow analysis
for financial
sufficiency
• Rate design
• Water use (who
and how much)
• Rate calculations
• Customer impact
analyses
• Cost allocations
• Public Outreach
• Report
• Prop 218 Notice
• Public Hearing
In Progress
15 5
Step 1: Pricing Objectives
Rate structure that promotes a low bill for low/essential water use • Implies low tier 1 rate and low fixed chargesAffordability Rate structure that incentivizes conservation through price signaling (higher bill for higher use)Conservation
Rate structure that favors stable revenues independent of water use • Recover more costs through a fixed charge that does not vary with water use
Revenue Stability
Rate structure that is easy-to-understand, easy to explain, and simple • Minimize customer calls
• Minimize staff time to bill customers
• Implementation – rate structure that can feasibly be implemented with existing billing system and staff resources
Simplicity
(Administrative
Ease & Customer
Understanding)
• Revenue Requirement – Amount of money required to support utility operations:
• Operational Expenses
Purchased water, treatment, personnel, and debt service • Capital Improvements
Mainline replacements, reservoir improvements
(Sunset Reservoir Complex), and other infrastructure
improvements
• Reserves
• Repayment of Debt
6 Step 2: Financial Plan
16 • Cost-of-Service and Rate Design
• Determines who pays what
• Allocate costs to cost components
• Distribute costs to customer classes
• Calculate fixed charges and volumetric rates for each class and tier
7 Step 3: Cost-of-Service and Rate Design
8 Step 3: Cost-of-Service
Conservation
Meter
Maintenance
Customer Service
Allocate Revenue Requirements to Cost Causation Components Extra
Capacity/Peaking
Delivery
Supply
Distribute Costs Components to Each Class = Cost to Serve Each Class (Single-Family, Multi-family, Commercial)
17 • Calculate Commodity Rate (Volumetric Rate)
Combine the unit ($/HCF) rate of supply, delivery, conservation costs, extra capacity/peaking
Must develop a nexus between tiered rates and costs to serve those tiers by adding unit rates for each cost component
9 Step 3: Rate Design
HCF: Hundred Cubic Feet or One Billing Unit
Total Volumetric Rate For Each Tier ($/HCF)
Extra Capacity /
Peaking ($/HCF)
Meter
Maintenance
Customer
Service
Conservation
($/HCF)
Delivery
($/HCF)
Supply
($/HCF)
Fixed Rate by Meter Size
• An agency cannot collect revenue beyond what is necessary to provide service. • Revenues derived by the charge shall not be used for any other purpose other than that for which the charge was imposed.
• The amount of the fee may not exceed the proportional cost of service for the parcel.
• No charge may be imposed for a service unless that service is actually used by or immediately available to the property owner.
• A written notice of the proposed charge shall be mailed to the recorded owner of each parcel not less than 45 days prior to the Public Hearing when the agency considers all written protests against the charge. 10 Step 4: Rate Adoption and Proposition 218
Proposition 218
18 11
Rate Structures
FY 2023 CA-NV AWWA Rate Survey Results
Prevalence of Rate Structures Based on a
Survey of 325 Agencies
19 • All rate structures have a fixed
charge by meter size
• It is the volumetric rate
structure that differs between
each
• We are reviewing five rate
structures:
1. Uniform rate by class
2. Tiered rates by meter size
(Pasadena’s current structure)
3. Tiered rates by customer
class
4. Tiered rate by customer class
and meter size
5. Budget-based tiered rates
Meter Size Example Charge
($ / month)
5/8” to 3/4” $26.08
1” $49.55
1 ½” $101.71
2” $234.75
3” $573.79
4” $881.50
6” $1,361.36
8” $2,214.32
10” $2,881.97
13 Five Rate Structures – All Proposed Rate
Structures Will Have Fixed Charges
Pros
• Simple
• No tiers (low litigation risk)
Cons
• If combined with a high fixed
charge: may not send as strong of
a conservation signal compared to
tiered rates
14 Uniform Rate by Class
Class Example
Rate
($ / hcf)
Single-family $2.42
Multi-family $2.13
Commercial $2.25
20 Pros
• Current rate structure (minimize
customer bill changes)
• Avoids one of the complaints in
recent litigation
• Tiers send a price signal
Cons
• Not mentioned in the AWWA M1
manual
• Does not differentiate water use
peaking behavior by class
Pasadena also has a capital improvement charge per hcf ($ /hcf) 15 Tiered Rates By Meter Size
(Pasadena’s Current Structure)
Meter
Size
Tier 1
$1.64
Tier 2
$3.48
Tier 3
$4.07
Tier 4
$4.94
5/8 to ¾” 0-8 9-24 25-34 >35
1” 0-12 13-40 41-60 >61
1 ½” 0-22 23-86 87-132 >133
2” 0-48 49-188 189-290 >861
3” 0-116 117-500 501-860 >1,801
4” 0-225 226-1000 1,001-1,800 >1,801
6” 0-500 501-5,600 5,601-8,800 >8,801
8” 0-500 501-5,600 5,601-10,000 >10,001
10” 0-500 501-5,600 24,000-
32,000
>32,001
Pros
• Very common
• Fairly simple
• SFR use tends to peak in
the summer; tiers convey a
conservation signal
Cons
• Tiered rate litigation
complaint:
› Only SFR is tiered
› No daily or hourly use data
(AMI)
16 Tiered Rates by Customer Class
Customer
Class
Tier
Breakpoint
Rate
$ /hcf
Single-family
Tier 1 0-8 $2.45
Tier 2 9-15 $2.75
Tier 3 >16 $3.27
Multi-family uniform rate $2.72
Commercial uniform rate $2.69
Note: Tiers are the same for
all single-family customers
21 Pros
• Avoids complaint that only
SFR is tiered
• Sends a conservation signal
Cons
• More complex
• Tiered rate litigation
complaint:
› No daily or hourly use data
(AMI)
• Tier breakpoints are an example
17 Tiered Rates By Customer Class and By
Meter Size
Class Tier 1 Tier 2 Tier 3
Single-Family 0-17 18-32 >33
Multi-family
Small meters
5/8” to 1”
0-20 21-29 >30
Medium meters
1 ½” to 4”
0-77 78-130 >131
Large meters
6” to 10”
0-550 551-600 >601
Commercial
Small meters
5/8” to 1”
0-22 23-52 >53
Medium meters
1 ½” to 4
0-135 136-325 >325
Large meters
6” to 10”
0-2,250 2,251-6,500 >6,501
18 Budget-based Tiered Rates
Tier 1 = Indoor water use = 55 gpcd * 30 * 4 persons/home = 8 hcf Tier 2 = irrigable area x Evapotranspiration x ETAF
Tier 3 = 101-150% of water budget; Tier 4 = >150% water budget Pros
• Provides a water budget for irrigation
Cons
• Does not send a conservation signal – Water allocation based on irrigation “needs”
• Complex to administer – Increased staff to
gather customer data and continuous data
updates
• Distorts water use decisions – For larger lots, delays point at which use enters Tier 2
• Penalizes low/no water use landscape
customers because their water budget is lower
• Does not incentivize low/no water use landscapes
• Lot size is usually correlated with the ability to pay • Lowers the rate for discretionary use and
increases the rate for indoor water use
Tier 1 + Tier 2 is
Total Water Budget
Irrigable Landscape HCF
Area (Sq. Ft.) 5 10 20 30 40 50
1,000 $84.57 $99.03 $164.79 $248.29 $331.79 $415.29
3,000 $84.57 $99.03 $137.47 $213.57 $297.00 $380.57
5,000 $84.57 $99.03 $130.83 $182.55 $262.35 $345.85
7,000 $84.57 $99.03 $130.83 $162.63 $229.48 $312.98
Example: El Toro Water District (4 people per home)
22 19
How Each Rate Structure Attains the
Pricing Objectives
Uniform by
Class
Tiered by
Meter Size
Tiered by
Customer
Class
Tiered by
Class &
Meter
Size
Budget-
based
Tiered
Rates
Revenue
Stability
Depends on
fixed charge
Depends on
fixed charge
Depends on
fixed charge
Depends on
fixed charge
Depends on
fixed charge
Simplicity l l l ll ll l
Implementation l l l l l
Affordability l l l l l l
Conservation l l l l l l
l Well l Mediocre l Not so wellStaff will evaluate each structure • Staff is evaluating rate structures
• At the next meeting we will present:
› Financial plan
› Rates and bill impacts for two rate structures
– Current rate structure and one other
• Visit: PWPweb.com/WaterRateDesign
20 Summary
23 21
Next Steps
DEC 2023
Public HearingPublic Hearing
New Rate Design
and Rate
Adjustment
Implementation
New Rate Design
and Rate
Adjustment
Implementation
APRIL 2024
JULY 2023
MSC UpdateMSC Update
MSC and
Council
Workshops
MSC and
Council
Workshops
AUG-SEPT 2023
OCT 2023
OutreachOutreach
Publish Public
Hearing Notice
Publish Public
Hearing Notice
NOV 2023
Contacts:
Jeremy Marquette
[email protected]
Steve Gagnon
213 262 9308 / [email protected]
22 Thank you!
24 ITEM #3
25 Metropolitan Water District
Quarterly Update
July 25, 2023
Metropolitan’s Historical Water Transactions
26 Unrestricted Reserves
5-Year Historical Perspective
27 28
ITEM #4
29 DATE:
TO:
FROM:
SUBJECT:
July 25, 2023
Municipal Services Committee
Laura Rubio-Cornejo, Director of Transportation
Update on Citywide Safer Streets Traffic Safety Campaign The attached presentation provides an update on Pasadena’s upcoming citywide Safer Streets Traffic Safety Campaign. This City-funded safety campaign is a response to rising traffic collision and injury rates, especially amongst vulnerable populations such as unhoused and elderly pedestrians. Unhoused pedestrians make up 13% of victims killed or seriously injured while Pasadenans aged 55 or above make up 48% of victims killed or seriously injured. City Council awarded BC Design Haus a contract on January 9, 2023 to produce and distribute a 12-month long citywide traffic safety campaign.
The campaign will include both multimedia and in-person components with season- specific messaging tailored to Pasadena residents and visitors. A campaign distinct to Pasadena will garner more attention and better retainment compared to generic state or national traffic safety campaigns. The campaign will be multi-lingual in English, Spanish, and Chinese. Most notably, this campaign will use direct, serious messaging that is a departure from recent local and state safety media campaigns that were well received but do not appear to have an impact based on crash, injury, and speeding data.
This presentation illustrates the purpose, schedule, and specifics of the campaign. The campaign will launch in August 2023 to coincide with the back-to-school season and run through the summer vacation season at the end of July 2024.
Prepared by: Approved by:
Donson Liu Laura Rubio-Cornejo
Associate Engineer Director of Transportation
30 Department of Transportation
Safer Streets Traffic Safety Campaign and
Outreach Update
Municipal Services Committee
July 25, 2023
Department of Transportation
2 Purpose
• Collision trends illustrated the need to improve traffic safety and allocate resources to encourage safer
behavior, consistent with the Safe System Approach
to roadway safety.
• Developed theme and concept with design
consultant from May through July 2023.
• Currently preparing launch and distribution of posters and materials for August 2023.
31 Department of Transportation
3 Background
• City Council awarded BC Design Haus a contract on
January 9, 2023 to produce and distribute a 12-month
long Citywide Traffic Safety Media and Outreach
Campaign.
• Campaign will include both multimedia and physical
in-person components with season-specific
messaging for holidays, school breaks, and large
events such as the Rose Parade and Rose Bowl
game.
• Campaign will be multi-lingual.
Department of Transportation
Local Traffic Crash Trends
• Pedestrian crash severity is increasing.
> 2019 – 141 Total Pedestrian/Bike crashes, 2 killed
> 2020 – 97 Total Pedestrian/Bike crashes, 4 killed
> 2021 – 120 Total Pedestrian/Bike crashes, 6 killed
> 2022 – 119 Total Pedestrian/Bike crashes, 4 killed
• Cars are traveling 2mph faster overall
when comparing 2021 to pre-pandemic
2019 conditions.
4 32
Department of Transportation
National Traffic Crash Trends
5 Source: National Highway Traffic Safety Administration, www.nhtsa.gov Governors Highway Safety Association, www.ghsa.org
Traffic fatalities, especially
those of pedestrians, are at
their highest point in recent
history.
32479
33782
32893 32744
35484
37806
37473
36835
36355
38824
42915
25000
30000
35000
40000
45000
2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 2021
United States Traffic Fatalities by Year
Department of Transportation
Local Traffic Crash Victim Demographics
• City analyzed pedestrian crashes that
resulted in significant injury or fatality from
2015 to 2021.
• Unhoused individuals made up 13% of
victims killed or seriously injured.
• Seniors (55+) made up 48% of victims killed
or seriously injured.
• Campaign will emphasize distribution to
vulnerable populations.
6 33
Department of Transportation
Local Traffic Crash Victim Demographics
2015-2021
7 Race Citywide Population Killed/Seriously Injured
as Pedestrian
White 57,022 | 33.8% 17 | 27.9%
Hispanic / Latino 53,364 | 36.1% 23 | 37.7%
Black 11,767 | 7.5% 12 | 19.7%
Asian 28,368 | 17.9% 4 | 6.6%
Other 7,354 | 4.6% 5 | 8.2%
Department of Transportation
8 Status and Schedule
• Campaign will launch in
July/August to align with the
back-to-school season.
• Previous campaigns were
well received, but do not
appear to have a correlation
to crash, injury, and
speeding data.
34 Department of Transportation
9 Schedule
Campaign will launch in July, continue for one year,
and consist of social media, digital media, and in-
person engagement at local community events.
Seasonal campaign variations will include but are not
limited to:
• August 2023 – Back to School Traffic Awareness
• September 2023 - Union Street Bikeway Opening Celebration • October 2023 – Walktober / Daylight Saving
• December 2023 –Cordova Street Opening/Winter Holidays/Rose Parade Celebration – Safety Awareness
• Spring 2024 – Celebration Safety Awareness around the Super Bowl / Valentines Day / St. Patricks Day / Cinco De Mayo / Time Change
• May 2024 – Bike Month / Summer Vacation
Department of Transportation
10 Concept
BC Design Haus, with input from DOT staff, developed a
concept theme with a focus to maximize impact.
35 Department of Transportation
11 Concept Considerations
Concept was chosen for:
• Direct messaging
• Contrast against other campaigns
• Potential for Conversation
Potential Challenges:
• Serious Message
• Seasonal Flexibility
• Youth engagement
Next Steps:
• BC Design Haus finalizes concept based on
previously submitted City staff comments.
Department of Transportation
Campaign
• Finalize Campaign Theme and Logo
• Produce promotional materials and
partner with organizations and
stakeholders for Union Street Bikeway
Opening
• Other Campaign – Develop Parallel OTS
Campaign, more encouraging/positive
12 36
Department of Transportation
OTS Safe Speed Campaign
13 37