Annual Report
2018 - 2019
Year Three
Annual Report 2019 2
2018-2019
Year three
Year in
review
The GoSaMo Transportation Management
Organization (TMO) had an incredible
year. We are proud to have nearly tripled
the number of employers we engaged this
year and to have helped thousands of
Santa Monica employees and residents
find sustainable ways to get around.
Annual Report 2019 3
A culture of driving Lack of Space
In 2016, there were over
240 million1 cars on
the road in America.
With 1.62 cars per
household2
in Los Angeles,
this means more than
2.4 million vehicles
in the city area.
Gridlock
A 2017 study4 showed
that Los Angeles drivers
spend 102 hours in traffic
on average. That’s the
most time drivers spend
in rush-hour traffic
anywhere in the world.
Safety
In 2017, there were
55,3506 traffic collisions
in Los Angeles, killing
2607 road users
and pedestrians.
GoSaMo TMO is
working to change this!
Challenges
The parking space used
by employees in Santa
Monica every day is
equivalent to 22 Third
Street Promenades5.
That’s over 20 football
fields dedicated
to parked cars.
Los Angeles 102hrs
Moscow 91hrs
New York City 91hrs
Sao Paulo 86hrs
San Francisco 79hrs
Poor Air Quality
64% of Santa
Monica’s greenhouse
gas emissions come
from vehicular
transportation3 .
As well as contributing
to climate change,
long term exposure
to pollutants can
present health risks.
Annual Report 2019 4
Regional
Success
Story
Santa Monica believes that streets are
for everyone - pedestrians, bicycles,
motorists, and transit riders. And the roads
and transportation networks are being
updated to support this position. The
City’s investments in mobility are showing
results. People traveling in Santa Monica
make the sustainable choice far more often
than those elsewhere in the LA region.
Los Angeles
July 2018
Santa Monica City-Wide
July 2018 - June 2019
Drive alone
Car pool
Public Transport
Walk
Other
Work from home
0%
10%
20%
30%
40%
50%
60%
70%
80% 74%
10%
3%
6% 5%
2%
74% of
commuters in
Los Angeles are
driving alone8
However, in
Santa Monica,
this figure
drops to 60%9
Drive alone
Car pool
Walk
Bus
Rail
Bike
Electric Vehicle
Telework
Flexible Schedule
0%
10%
20%
30%
40%
50%
60%
60%
9%
4% 6% 7% 5% 3% 4% 2%
70%
80%
Annual Report 2019 5
The
TMO
Difference
The GoSaMo TMO works closely
with Santa Monica employers
to help them meet their Average
Vehicle Ridership (AVR) targets
and find the best options for
their commuters. The employers
the TMO works most closely
with have shown the biggest
reduction in drive alone trips.
AVR
Average Vehicle Ridership is the ratio of people
(or employees) to vehicles (cars) at a place of
employment
ETC
An Employee Transportation Coordinator is
the person responsible for completing and
implementing an employer’s transportation plan
Sustainable trips
A trip which has a lower impact on the
environment, such as walking or cycling as
opposed to driving
TDM
Transportation Demand Management is the
practice of changing how, when, and where
people move around the city by encouraging
more efficient types of transportation behavior
TMO
Transportation Management Organization, is
an organization which works with companies to
encourage sustainable trips
Terms & Abbreviations
Engagement
Mode split amongst
TMO engaged employers
The number of employers engaged by the
TMO nearly tripled this year. Much of it was
due to the City of Santa Monica including the
TMO’s contact information in their notices.
Not only did this lead to more employers
contacting the TMO but it also freed the
TMO from engaging in active outreach to
inform employers of the services on offer
and allowed us to assist more employers.
2017 - 18 2018-19
Drive alone 63% 59%
Car / Vanpool 10% 10%
Telework 7% 4%
Active travel 8% 10%
Transit 9% 13%
Electric Vehicle 2% 3%
Flexible Schedule 1% 1%
Impact
TMO engaged employers increased the
percentage of non-drive alone trips made
by their employees from 37% to 40%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
37% 40%
2017-18 2018-19
57 53
154
2016-17 2017-18 2018-19
0 20
40 60
80 100
120
140
160
180
10 30
50 70
90 110
130
150
170
Annual Report 2019 6
A
Targeted
Approach
=1,000
154 employers
were engaged at least once in
the past year through one-on-one
meetings, events or phone call
representing over 25,000 employees
76 employers
of these 154, received repeat
assistance representing some of
Santa Monica’s largest employers
and totaling over 19,000 employees
Outreach
Annual Report 2019 7
50+
events hosted or attended
22%
average open rate for monthly newsletter
100,000+
impressions on twitter
50+
participants in our LinkedIn group
Resources
877 views
Events
2,385 views
Need help (TMO)
2,629 views
5000+
website
page views
500+
TAP cards
distributed
Events
Residents
New employees
198
174
136
150
50 195
107
21 2016-17 2017-18 2018-19
We undertook a pilot program with Waze
Carpool which saved 100,626 miles and
reduced 79,863 lbs of CO2 emissions.
100,000+
miles saved
130+
packets distributed to new
residents
75,000+
lbs of C02 reduced
34 ETC’s
certified in 2019
Marketing
Programs
Annual Report 2019
8 GoSaMo was a great support to our UCLA
Santa Monica Rideshare program this year,
their team participated in multiple events
informing our staff about alternate modes
of transportation to commute to and from
work. TMO also helped us reconnect with
Waze carpool and bring a promotion to our
staff. I really like their monthly newsletter
because it helps us keep up with current
information about transit in our area.
We hope to participate next year and attend
TMO events to keep networking with other
employers in the city. We really appreciate
the TMO team and their constant support
to our SM-UCLA Rideshare Program.
Noreima Angulo Diaz
Rideshare Coordinator
UCLA Medical Center
Before I switched to LA public transit, I
was driving to and from work every day. I
live in Palms/Culver City and commuting
to Santa Monica and back was no easy
feat. In addition to factoring in traffic
time, I would also have to allot at least 20
min to ensure I found a parking spot near
work. My morning commute was around
40 min (20 min for driving and 20 min
for parking) while my evening commute
would be closer to an hour long!
During my commutes I would often drive next
to the Metro Expo line and I would wonder
if it was an option for me. A couple months
ago GoSaMo Transportation set up a booth
at Fairmont Miramar and offered me a TAP
Card with $5 loaded onto it. This encouraged
me to give the Expo line a try since I live
right by the Palms Station. That next week I
hopped on the Metro, spent the 15 min ride
reading, then walked half a mile to work.
Since that day my life has been forever
changed! I am able to spend my travel time
reading or catching up on emails and the
time I spend walking makes me feel ready
to start the day. Overall my stress levels
are way lower since I have eliminated road
rage and wasted time spent in traffic. I
am able to spend my time on far more
important things and I am forever thankful
that I began using LA public transit.
Rachel Leisten
Employee
Fairmont Hotel
GoSaMo was instrumental in 2019 for
Edmunds. Not only did they give guidance
and information in all things transportation
and commuting related, but they also
helped facilitate the ERP paperwork from
start to finish via the City Grows platform.
I learned that there are so many
transportation and commuting related
resources out there for ETC’s to use.
GoSaMo always had an answer to my
questions or at the very least a referral that
was shared to help out our ECO Program
(Edmunds Commuter Opportunities).
We definitely want to earn another GoSaMo
Achievement Award! Not only is it easy to
earn points but it’s a great way to incentivize
companies to really push the envelope with
their programs and what they can do.
Nora Cicuto
Senior Workplace Experience Specialist
Edmunds
What
Users
Think
Annual Report 2019 9
GoSaMo
Achievement
Awards
The TMO was asked by the TMO
Advisory Team to create an awards
program to recognize employers
who are making a notable effort to
reduce traffic and greenhouse gas
emissions in Santa Monica. The TMO
worked closely with the City’s Mobility
department to create the awards
criteria and recognition program.
The first ever GoSaMo Achievement
Awards were announced in March
2019 and an awards lunch was held
in May 2019. Twelve employers were
recognized for the 2017-2018 year.
SMC is grateful that the City
recognizes our efforts to change
deeply engrained habits of
students and staff to make it
easier for everyone to get to and
from campus and the surrounding
neighborhoods. Providing access
to quality education is our goal
and we are fortunate to have
great partners like BBB, Metro, and
Breeze to make it a lot easier to
achieve.
Ferris Kawar
Sustainability Project Manager
Hulu was thrilled to receive the
GoSaMo Silver Achievement Award
for our Commuter Programs. Hulu
is continually striving to grow and
adapt our programs to help in
reducing traffic congestion and
to be thoughtful environmental
stewards in the communities where
we work and live. This award was
indeed an honor to receive, thank
you GoSaMo and the City of
Santa Monica!
Mark Ades
Facility Manager
Gold winner
Silver winners
Pacific Park
Carlthorp School
Santa Monica College (SMC)
Snyder-Diamond
The Famous Enterprise Fish Company
The Gateway Hotel
Rubin Postaer & Associates
T.J. Maxx
Hulu
Edmunds.com
Abercrombie & Fitch
Jonathan Club at the Beach
Annual Report 2019 10
Our Advisory Team
Carter Rubin
Tamar Fuhrer
Jennie Campos
Cynthia Rose
Ferris Kawar
Matt Stauffer
Devon Deming
Cris Gutierrez
Omark Holmes
Barrett Stone
Rob Younes
Caroline Coster
Lynne Thomas
Andrea Korb
Camilo Alvarez
Jennifer Taylor
Shannon Parry
Francie Stefan
Colleen Stoll
Natural Resources Defense Council
Kite Pharma
Big Blue Bus
Santa Monica Spoke
Santa Monica College
Chamber
Los Angeles Metro
Climate Action Santa Monica
Santa Monica Travel and Tourism
Colorado Center
Lionsgate
Santa Monica-Malibu Unified School District
The Lobster
Downtown Santa Monica, Inc.
Providence Saint John’s Health Center
City of Santa Monica (HED)
City of Santa Monica (OSE)
City of Santa Monica (Mobility)
City of Santa Monica (Mobility)
Puja Thomas-Patel Executive Director
Nathan Pope TDM Coordinator
Jayro Queme Outreach Coordinator
Sources
1. National Transportation Statistics 2018
4th Quarter, United States Department of
Transportation, Bureau of Transportation
Statistics
2. Vehicle Ownership in U.S. Cities, Governing
calculations of 2015 and 2016 one-year
Census American Community Survey
estimates, Governing.com
3. RC 5 GHG Emissions, City of Santa Monica,
December 31, 2019
4. INRIX Global Traffic Scorecard, INRIX
Research, Graham Cookson, February 2018
5. City of Santa Monica’s Average Vehicle
Ridership Survey, 2018-2019. This data
exclusively reflects the employers subject to
the City’s TDM Ordinance .
6. The number of pedestrians, cyclists and
drivers killed in L.A. traffic rose sharply in
2016, Los Angeles Times, Laura J Nelson &
Dakota Smith, April 3 2017
7. Fatal car crashes and road traffic
accidents in Los Angeles, California, citydata.com
8. LA by the Numbers, Los Angeles Business
Journal, July 8, 2018
9. City of Santa Monica’s Average Vehicle
Ridership Survey, 2018-2019. This data
exclusively reflects the employers subject to
the City’s TDM Ordinance
The
GoSaMo
Team
Prepared by
Steer
28-32 Upper Ground
London
United Kingdom
SE1 9PD
+44 20 7910 5000
steergroup.com
Prepared for
GoSaMo TMO
TMO Offices
1640 5th Street
Suite 227
Santa Monica, CA 90401
United States
(310) 319 - 9866
GoSaMoTMO.org
Published 15/01/20
Steer has prepared this material for GoSaMo. This material may only be used within the context and scope for which Steer has prepared it and may not be relied upon in part or whole by any third party or be used for any other purpose. Any person choosing to use any part of this material without the express and written permission of Steer shall be deemed to confirm their agreement to indemnify Steer for all loss or damage resulting therefrom.
Steer has prepared this material using professional practices and procedures using information available to it at the time and as such any new information could alter the validity of the results and conclusions made.