Jule Transit Nightrider/College Partnership ICAAP Funding GrantMasterpiece on the Mississippi
TO: The Honorable Mayor and City Council Members
FROM: Michael C. Van Milligen, City Manager
SUBJECT: ICAAP Grant Application Nightrider /College Partnership
DATE: October 2, 2013
Dubuque
band
AI- America City
1
2007 • 2012 • 2013
The Jule has received two years of Iowa Clean Air Attainment Program (ICAAP) funding for the
Nightrider /College Partnership through joint applications with the Smarter Travel Study and
Midtown Loop and Feeder routes. As the research component has been separated from the
route implementation components of the project, per the Iowa Department of Transportation, a
third year application can be submitted for the Nightrider route as a stand -alone project.
The Nightrider route was tailored to meet college student needs for weekend - evening
transportation and included free daytime rides for students from colleges and universities
providing the local match for the grant. The route began September 28, 2012, operating on
Friday and Saturday evenings from 6pm- 2:40am and to date, has provided 12,440 rides for
college students (41 %) and the general public (59 %). Many general public riders utilize this
service for employment transportation.
If awarded the third year grant, the Nightrider route would have funding from October 1, 2014 to
September 30, 2015. Service would continue to be Friday and Saturday evening and the 37
weeks of the college school year would run from 6pm- 2:40am and 16 weeks during the summer
would run from 6pm -12am.
Transit Director Candace Eudaley recommends City Council approval of a $79,115.43 Iowa
Clean Air Attainment Program Grant to continue the Nightrider /College Partnership project for a
third year. Clarke University, Loras College and the University of Dubuque would provide the
$34,086 match. No match is required from the City.
I concur with the recommendation and respectfully request Mayor and City Council
approval.
Michael C. Van Milligen
MCVM:jh
Attachment
cc: Barry Lindahl, City Attorney
Cindy Steinhauser, Assistant City Manager
Teri Goodmann, Assistant City Manager
Candace Eudaley, Transit Director
Phil Wagner, Acting Economic Development Director
THE CITY OF
DUjJi
Masterpiece on the Mississippi
MEMO
TO: Michael C. Van Milligen, City Manager
FROM: Candace Eudaley, Transit Director
CC: Kelley Deutmeyer, ECIA Executive Director
Phil Wagner, Acting Economic Development Director
RE: ICAAP Grant Application Nightrider /College Partnership
DATE: September 26, 2013
PURPOSE
To discuss the application for an Iowa Clean Air Attainment Program (ICAAP) grant for the third year of
the Nightrider /College Partnership and request a formal resolution from city council stating that it shall
(1) commit the necessary local match funding for project implementation and (2) upon project
completion, commit to adequately maintaining and operating the routes through maintenance level
budgeting.
BACKGROUND
The Jule has received two years of ICAAP funding for the Nightrider /College Partnership through joint
applications with the Smarter Travel Study and Midtown Loop and Feeder routes. As the research
component has been separated from the route implementation components of the project, per Iowa
DOT, a third year application can be submitted for the Nightrider route as a stand -alone project.
The Nightrider route was tailored to meet college student needs for weekend- evening transportation
and included free daytime rides for students from colleges and universities providing the local match for
the grant. The route began September 28, 2012, operating on Friday and Saturday evenings from 6pm -
2:40am and to date, has provided 12,440 rides for college students (41 %) and the general public
(59 %). Many general public riders utilize this service for employment transportation.
If awarded the third year grant, the Nightrider route would have funding from October 1, 2014 -
September 30, 2015. Service would continue to be Friday and Saturday evening and the 37 weeks of
the college school year would run from 6pm- 2:40am and 16 weeks during the summer would run from
6pm -12am.
DISCUSSION
In the year 3 grant application, the Nightrider route is proposed as Friday and Saturday evenings.
During the 37 weeks of the college school year, the route would run from 6pm- 2:40am and during the
16 weeks of the summer, the route would run from 6pm -12am.
1
The third year request retains the amount of financial commitment for the local match by the colleges
and provides additional time for college administration to evaluate the route, ridership, and incorporate
these potential on -going costs into their operating budgets. Grant funds requested for year 3 would total
$79,115.43 with the colleges sharing the match of $34,086, and no match required from the City.
FINANCIAL
The proposed routes would be funded through ICAAP funds from the Iowa DOT and matching funds
from the three local colleges, Clarke University, Loras College, and University of Dubuque. The three
colleges have confirmed their funding of the match for a third year and have provided letters of
commitment for the application. The ICAAP grant application to IA DOT will request funding at 69% of
the total project cost to make our application more attractive and retain the previous year's funding level
from the colleges.
Funding Source Description
Costs
ICAAP Request (69 %)
$79,1 15.43
Total Local Match (31 %)
College & University Support
$34,086.00
Estimated Farebox Revenue (required by IDOT)
$1,734.00
Total Project Cost
$114,935.43
RECOMMENDATION /ACTION
It is recommended the City continue the Nightrider /College Partnership project for a third year. It is
recommended the City continue to partner with the local colleges /universities on the local match
needed for the Nightrider route ICAAP Application and request a formal resolution from city council
stating that it shall (1) commit the necessary local match funding for project implementation and (2)
upon project completion, commit to adequately maintaining and operating the routes through
maintenance level budgeting. The language in the resolution is required by the grant.
Resolution attached.
2
RESOLUTION NO. 300 -13
A RESOLUTION ENDORSING THE SUBMISSION OF AN IOWA CLEAN AIR ATTAINMENT
PROGRAM (ICAAP) GRANT APPLICATION TO THE IOWA DEPARTMENT OF
TRANSPORTATION TO FUND THE NIGHTRIDER ROUTE.
Whereas, the Iowa Clean Air Attainment Program (ICAAP) provides funding for
reducing congestion, reducing travel or single- occupant vehicle usage, and improving air
quality; and
Whereas, the ICAAP program is an 80/20 match, 80% federal funds, 20% local match
funds; and
Whereas, the City Council finds that the Nightrider route and associated college
partnership would promote clean air standards in Dubuque and provide a new form of public
transit service for the citizens of Dubuque.
NOW, THEREFORE, BE IT RESOLVED BY THE CITY COUNCIL OF THE CITY OF
DUBUQUE, IA:
Section 1. That the City Council of the City of Dubuque, Iowa hereby endorses the
attached application to the Iowa Clean Air Attainment Program with match provided by the
local colleges and universities.
Section 2. The City also agrees to be responsible for adequately maintaining and
operating the routes through maintenance level budgeting.
Section 3. That the City Manager is authorized to sign, on behalf of the City Council, the
application for the ICAAP.
Passed, approved and adopted this 7th day of October, 2013.
Roy D Buol, Mayor
Attest:
Ke in S Firnstahl, City Jerk
1
Iowa Clean Air Attainment Program
The Jule Transit
Nightrider College Partnership
Clarke
UNIVERSITY
L0RAS
COLLEGE
University ity of Dubuque
Prepared by The Jule
September 2013
Table of Contents
Page
ICAAP Application 1 -3
A. Narrative 4 -6
B. Map Identifying Project Location 7
C. Itemized Breakdown of Project Costs 8
D. Project Timeline 8
E. Official Certification from Governing Body 8
F. Adopted Formal Resolution from MPO 9
G. Emissions Calculations 10
Cost - Benefit Analysis 10
H. Minority Impact Statement 1 1
Attachment 1: The Jule Marketing Plan
Attachment 2: Letters of Commitment
12 -17
18 -22
Form 230017wd
01 -13
General Information
aIowa Department of Transportation
APPLICATION FORM FOR
IOWA CLEAN AIR ATTAINMENT PROGRAM (ICAAP) FUNDS
Applicant Agency: The City of Dubuque dba The Jule Transit e -Mail: ceudaley @ecia.org
(Government Entity, Non -Profit Organizations; or Individuals)
Contact Person (Name & Title): Candace Eudaley, Director of Transit Operations
Complete Mailing Address: 2401 Central Ave
Dubuque
City
IA
Street Address and /or Box No.
52001
State
Zip
563 -589 -4341
Daytime Phone
If more than one agency or organization is involved in this project, please state the name, contact person, mailing
address, and telephone number of the second agency. (Attach an additional page if more than two agencies are
involved.)
Applicant Agency: e-Mail:
Contact Person (Name & Title):
Complete Mailing Address:
Street Address and /or Box No.
City State Zip Daytime Phone
Project Information
Project Title2: Nightrider (route component of Smart Transit)
Project Description (including length, if applicable): The Nightrider is one route component of the SmartTransit
project. The Nightrider route was developed in partnership with three local colleges /universities. The route operates
Friday and Saturday evenings on four ntersecting loops (from 6pm -12am) with hourly service to each. After 12am,
the 2 downtown loops receive 30 min service and west -end loop service ends. Each loop is approximately 5.6 miles.
*Project priority (1 = highest priority): 1 (a sponsor submitting multiple applications in this funding cycle
must assign a numerical rank or priority to each application.)3
*Assign the proposed project to one or more of the following categories (check one or more):
❑ Transportation - Related Project in the State Implementation Plan (SIP) ❑ Shared -Ride
❑ Transportation Control Measure (TCM) ❑ Bicycle or Pedestrian Facility or Program (circle one)
❑ Traffic Flow Improvement (Intersection, Signalization, Other) ❑ Intermodal Freight or Passenger (circle one)
❑ Planning and Project Development ❑ Alternative Fuels
❑ Travel Demand Management (TDM) ❑ Vehicle Inspection and Maintenance Program
® Transit - Related Improvement ® Outreach Activity (Education, Advertising, or Technical
Assistance
* Is the project consistent with the State Implementation Plan for air quality for non - attainment areas?
* Is the project consistent with the MPO's local Congestion Management Plan?
* Is the project consistent with the ® MPO ❑ RPA ❑ statewide Long -Range Transportation Plan?
Notes: ' Requires public agency as co- sponsor of application.
2 The term "project" means any ICAAP infrastructure or program proposal.
3 The Iowa Department of Transportation will use the priority ratings to reflect the sponsor.
Page 1 of 6
Yes No Not Applicable
® ❑ ❑
® ❑ ❑
® ❑ ❑
Project Costs (An itemized breakdown must be included on an attached sheet):
Total Cost
Iowa Clean Air Attainment Program Fund Request
Applicant Match (20% Minimum)
2.
3.
$ 114,935.43
$ 79,115.43
$ 36,820.00
List All Applicant Match Sources
Amount
Assured or Anticipated
(Date Anticipated)
Estimated fare revenue
$1,734.00
July 2014
Clarke University, Loras College and
University of Dubuque
$34,086.00
July 2014
Are any state funds involved in this project?
If yes, please explain the source and conditions
❑ Yes ® No
Are any other federal funds involved in this project?
If yes, please explain the source and conditions
❑ Yes E] No
Estimated Project Development Schedule:
Design Start Date
Land Acquisition Start Date
Construction Start Date
July 1, 2014
Has any part of this project been started?
Completion Date
Completion Date
Completion Date
® Yes ❑ No
October 1, 2014
If yes, explain This is a continuation funding request. The Nightrider route began in the fall 2012 and has
seen great success in the community with high levels of ridership from both students and the general public.
A third year of funding would provide additional time to prove the concept and secure funding contracts with the
colleges and city.
How do you plan to measure the success of this project?
The success will be measured through monitoring
reductions in headways, increases in generla public ridership and colleges student ridership by school.
2
Required Documentation and Narrative Information
The following documents and narratives must be attached to this application. In the upper right -hand corner of each
document or narrative write the corresponding letter shown below.
® A. A NARRATIVE assessing existing congestion /air quality conditions, outlining the concept of the proposed
project, and providing adequate project justification. How will this project reduce congestion, reduce travel or
single occupant vehicle usage, and/or improve air quality? Which transportation- related pollutant(s) are
being addressed: carbon monoxide, ozone, or PM?
® B. A DETAILED MAP identifying the location of the project and clearly differentiating the subject project from
any past or future project phases.
An ITEMIZED BREAKDOWN of the total project costs. This documentation does not need to be a detailed,
line -item type of estimate. However, it must accomplish two objectives: first, it must show the method by
which the cost estimate was prepared; and second, it must enable a reviewer to determine if the cost
estimate is reasonable. The manner in which these objectives are achieved may vary widely depending on
the type, scope and complexity of the project. Absent a fully itemized list of costs, some general guidelines
for possible methods of estimating each type of project cost are provided on Attachment A.
® D. A TI ME SCHEDULE for the total project development.
® E. An OFFICIAL CERTIFICATION from the applicant's governing body (authority) that it shall:
(1) commit the necessary local matching funding for project implementation and
(2) upon project completion, be responsible for adequately maintaining and operating the project for
public use during the project's useful life.
® F. AN ADOPTED FORMAL RESOLUTION from the appropriate MPO or RPA declaring the sponsor's
proposed project or program conforms to the MPO's or RPA's regional transportation planning process and
transportation plan and, if applicable, the congestion management plan in TMAs.
® G. CALCULATIONS for vehicle emission reductions and total project cost effectiveness for the targeted
pollutants. Project applicant must show through a quantitative analysis how many kilograms of pollutant will
be reduced (CO, VOC, NOx, and, if applicable, PM). Project sponsor must calculate the cost effectiveness
of the project by: Dividing the total annualized project cost by the number of kilograms per year of pollutant
reduced ($ per kg). Applicant must also show all assumptions and source of data used to calculate the
estimates. The applicant must use the most current vehicle emission factors developed by the Iowa DNR
and consistent with EPA's MOBILE 6.2 air quality model. These emission factors are periodically updated
and may be obtained from the Iowa DOT's ICAAP website at:
http: / /www.iowadot.gov /systems planning /icaap.htm.
▪ C.
® H. Completed MINORITY IMPACT STATEMENT attached to application.
The award of Iowa Clean Air Attainment funds; any subsequent funding or letting of contracts for design,
construction, reconstruction, improvement, or maintenance; and the furnishing of materials shall not involve direct or
indirect interest of any state, county, or city official, elective or appointive. All of the above are prohibited by Iowa
Code Sections 314.2, 362.5, or 331.342. Any award of funding or any letting of a contract in violation of the foregoing
provisions shall invalidate the award of Iowa Clean Air Attainment Program funding and authorize a complete
recovery of any funds previously disbursed.
Certification
To the best of my knowledge and belief, all information included in this application is true and accurate, including the
commitment of all physical and financial resources. This application has been duly authorized by the participating
local authority. I understand the attached OFFICIAL ENDORSEMENT(S) binds the participating local governments to
assume responsibility for adequate maintenance of any new or improved facilities.
If ICAAP funding assistance is approved for the project described in this application, I understand that an executed
contract between the applicant and the Iowa Department of Transportation is required before such funding assistance
can be authorized for use in implementing the project.
Representing the City of Dubuque dba The Jule Transit
(Name of Applicant's Governing Authority)
Signature
Candace Eudaley, Director of Transit Operations
Typed Name and Title
(Governing Authority Official)
September 25, 2013
Date
September 25, 2013
Typed Date
3
A. PROJECT NARRATIVE
System Background
The Jule, the public transit system in the City of Dubuque, operates a fixed route system with much of the
existing fixed routes following their 1970's designs. The greater Dubuque area has experienced growth that has
significantly changed the trip origins and destinations over the past two decades. Minor changes have been
made to the routes, but as a result, several of the routes appear to be providing a duplication of services in that
they cover much of the same area of town, providing limited, inefficient transit services.
The Jule operates five regular fixed routes — the Green, Orange (Medical Loop), Red, Grey, and Shopping
Circulator, along with a downtown trolley and complimentary paratransit service. The fixed routes operate from
rough|y6:00a.no.to6:l5p.no.on\weekdaysandfiono8:00a.nn.to5:30p.nn.onSaturday.|nFY2Ul3TheJu|e
provided 445,046 rides. A major gap that has been identified during the Passenger Transportation Planning
process and other public meetings has been the lack of evening and late night service. To improve efficiency,
increase ridership, decrease vehicle miles traveled and address a stated need in the community, the proposed
project involves a collaboration with three of Dubuque's local colleges and universities to provide a third year of
evening service in the community. After years of conversations, student input meetings and route planning, The
Nightrider began operating in September of 2012. will continue this downtown to west-end connectivity through
the weekend evenings when many residents, including Dubuque's large college population, are traveling cross-
town tospordngevents,diningestah|ishnoents,andothernight|ifedesdnadons.K8uchhasbeendoneinthepast
two years of the grant to prepare The Jule for this third year of service and sustainability in the following years.
In December 2008, the City of Dubuque contracted with LSC Transportation Consultants, Inc. to complete
an Operational Analysis with a focus on determining the needs for future service expansion and to identify
efficiencies in providing those services as well as ways to improve the overall performance of the transit system
to increase ridership, utilization and sustainability.
In September 2009, LSC Transportation Consultants, Inc. completed Technical Memorandum #4 outlining the
Preferred Service PIan that created the following goals:
Goal 41 — Maintain the existing ridership base while attracting new riders
Goal 42 — Continue to enhance the environmental sustainability of the transit system
Goal 143 — Provide high quality customer-oriented service
Goal 144 — Provide efficient, effective and safe services
Goal 145 — Promote the transit service
The preferred service plan is consistent with the goals and priorities of the local community as well as the
current Passenger Transportation Plan (PTP). LSC held two meetings with key staff in the area who serve as an
Advisory Committee to The Jule providing direction and input into the study. LSC conducted onboard surveys to
look at system deficiencies and held two open houses to engage members of the community including PTP key
participants to update the public on the process and to provide a forum for the public to discuss improvements
to the system.
Continued public input has been gathered over the past 5 years through annual surveys, onboard, online and
in person as well as multiple public meetings. During late 2012 and early 2013, onboard rider surveys of the
Nightrider service showed a need for service to Dubuque's North-End Neighborhood, a primarily working class
area with high daytime ridership. The route was amended for year two based on the survey data and driver
feedback to accomodate this neighborhood and also to add additional bus stops at shopping areas along the
Highway 20 corridor and on the University of Dubuque campus.
�
�
Existing Air Quality and Congestion Conditions
In 2009, the DMATS MPO in partnership with Greater Dubuque Development Corporation (GDDC) held a series
of meetings with local businesses to discuss the effects of PM2.5, CO, CO2 and NOX. These sessions were held
because of lowa Department of Natural Resources concerns about ak quality after measurements at the closest
monitoring station were nearing non-attainment Ievels.
GDDC has contracted for additional research on the sources of the pollutants to better develop a strategy for
reduction. In the Midwest, the main sources of these pollutants are agriculture and transportation. Because
agriculture is an integral part of the regional economy, the group focused its attention on transportation related
pollutants citing transit improvements and increased ridership as essential for reducing the levels of these
pollutants in the area,
Local government officials and business leaders understand the importance of reducing the presence of these
pollutants and acknowledge that an improved transit system will help to reduce traffic congestion, vehicle miles
traveled, vehicle idling, and in turn, pollutant emissions.
Proposed P ject Description and Justification
The Nightrider 15 one component of Dubuque's SmartTransit project which is a comprehensive approach to
transforming Dubuque's transit system with the goal of increasing ridership and reducing emissions. These
components include: (1) IBM SmarterTravel data collection, analysis, and route optimization, (2) a weekend
evening pilot route, the "Nightrider", (3) a peak hour Midtown Loop pilot route. This three-pronged approach
addresses current riders and the way they use transit while addressing the needs of choice riders.
The Nightrider was the first of these components to be implemented and has involved extensive public outreach
and education to ensure that all citizens understand the new evening offering and other changes happening to
the system. It is important to engage new riders while communicating the route changes effectively to existing
riders. It is essential that the transition to new routes be smooth for those who are currently transit dependent.
Effective communication and public outreach using a variety of mediums are essential for the success of the
Nightrider. Residents need to be provided with up-to-date information about the route changes. Many of
the current and planned efforts for communicating these changes are contained in The Jule marketing plan
(Attachment 2).
The detailed timeline in Section D, shows the outreach and input gathering periods utlized to adjust the Nightrider.
The ICAAP funding request for this collaborative communty project isaoneyearrequestof(79,1l5.4lThe«e
funds will be used to operate the Nightrider route and produce promotional materials. Matching funds are
provided by private sector partners including: Loras College, Clarke University and University of Dubuque in the
amount of$34,U86/3l%of the total project corL\.
Thestuden1sattendingOarkeUniversity,Loras[o||egeandUniveohyofDubuque,especia||ythosewho|iveon'
canopus,w/ereidentifiedasatargetnoarketfortransitservicevvhenThe]u|econop|eteditsnoostrecentnoarkedng
plan. During the school year, there is an influx of student vehicles in the community. By providing reliable transit
service during the times that students need transportation, we can reduce the number of personal vehicles
traveling in the community between August and June each year. Many students who attend these schools come
from large metropolitan areas that have extensive transit systems, and are seeking options for traveling around
the community without incurring the costs of bringing a personal vehicle to campus. The Nightrider service will
begn to develop connections to additional transportaton options including intercity bus and passenger rail,
�
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both of which will operate outside of the current Jule schedule. These are essential connections for college
students traveling out of Dubuque on weekends or other visitors to the community.
The Nightrider route, which was developed in partnership with the local colleges /universities, has received an
exceptional - and to some degree unexpected - response from the general public. Use of the route by the general
public is approximately 60% of the to -date total ridership, and is shown below:
Nightrider Ridership Summary
9/28/2012 - 8/31/2013
Loras College
g
Clarke
University
University of
Dubuque
General Public
Total
3,850
1,056
527
8,006
% of Nightrider Ridership
28.65%
7.86%
3.92%
59.57%
Daytime Ridership
397
385
2,208
While the Nightrider route was originally planned to operate for 40 weeks during the school year (late August to
late May), demand for the route by the general public has led to tthe route operating with limited hours in the
summer as well.
The proposed route will operate Friday and Saturday evenings between 6pm and 2:30am. The proposed service
will operate two buses on a 30 minute headway. Between approximately 6pm and 12am, two adjacent circular
routes will operate between the west -end and each campus, alternating each half hour to the northwest and
southwest sides of the shopping district. The second bus will travel from the campuses to the downtown
entertainment and eating establishments and back every 30 minutes. After most of the west -end destinations
close for the evening, from 12am to 2:30am, both buses will run between the campuses and more specific
downtown entertainment and eating venues, providing more frequent service. The proposed service would
operate 52 weeks of the year to accommodate the general public demands as well as those of college students.
Hourly operation costs have increased due to fuel and driver costs.
With their match funding of the new service, the college /university students only need to show their current
Student ID in order to ride the bus at any time of the day, whereas the general public would pay the regular fare.
The partnership with the three campuses is expected to provide full financial support for the service after the
grant period. This route also encourages choice riders during the evening hours for entertainment, shopping
and dining purposes. Safety and security of students walking home at night has been a concern of the local
colleges and the route addresses these issues as well.
6
Kohl's
•
AMC Star
• Cinema
Nightrider
Line 1 (Mystique)
Line 2 (Port of Dubuque)
Line 3 (Asbury Plaza)
Line 4 (Wal-Mart)
■ Jule Transfer Point
0 Time Point
RD
Idi
ill
NnLCREST RD
CLARKE UNIVERSITY
f.=
Mil nwrens
5 .�•
® womb LORi4S
„111t�. AEKE AosnL�4"�Y ., COLLEGE
Vit4,1* 01*
Jim --villw 0741.
Delhi Transfer
IIIII
A UNIVERSITY OF
DUBUQUE
Hy -Vee
Wal-Mart
Lowes
Save -A -Lot
Target K -Mart
O�
Mystique
Ice Arena
Por
r;L:d.L�t
C. ITEMIZED BREAKDOWN OF TOTAL PROJECT COSTS
One -Year Total Project Cost: Nightrider
Total Project Cost
$114,935.43
Estimated Farebox Revenue
- $1,734.00
ICAAP Request (69 %)
$79,115.43
Total Local Match (31 %)
College & University Support
$34,086.00
¢
rnr
Budget FY 2015
Nightrider Evening Route
Assum ptions:
2 buses running 30 minute headway
52 week schedule
5:30pm to 3:OOam August 16 -May 24 (37 weeks)
(includes prep and return)
5:30pm to 12:30pm May 30- August 9 (16 weeks)
(includes prep and close time)
Friday, Saturday
Hourly Vehicle and Staff Costs
(2) Fixed Route Bus Costs
(includes driver and fuel)
$1 37.92
(1) Paratransit
$47.74
Dispatch (1)
$26.52
Total vehicle and staff costs
$212.18
Outreach and Marketing Costs
$15,000.00
FY 2014 Cost
$114,935.43
D. PROJECT TIMELINE
Project Timeline
cn
o
z
o
2
¢
rnr
N
Nightrider
Cordinate with local colleges, law enforcement, Transit Advisory Board and MPO to adjust
Nightrider route and schedule based on ridership and requests
Implement route
Evaluate ridership
Coordinate with colleges re: fourth year funding
Communication /Marketing
Develop marketing materials for route
Conduct outreach to target markets
Advertise usinga variety of mediums - print, radio, facebook, etc
Conduct outreach to target markets
E. OFFICIAL CERTIFICATION OF GOVERNING BODY - CITY OF DUBUQUE
A resolution will be provided following the October 7, 2013 meeting
of the Dubuque City Council.
8
F. FORMAL RESOLUTION FROM MPO - DMATS
•
[—r+ A,c'rrri
a regional response to local needs
1
DUBUQUE METROPOLITAN AREA TRANSPORTATION STUDY (DMATS)
POLICY COMMTTEE
DMATS RESOLUTION 2013
Resolution number 01
RE:
ENDORSING THE SUBMISSION OF AN IOWA CLEAN
AIR ATTIANMENT PROGRAM fICCAPI GRANT
APPLICATION TO THE IOWA DEPARTMENT OF
TRANSPORTATION TO FUND JULE SMART TRANSIT
INCLUDING SHOPPING CIRCULATOR
EC1A
WHEREAS Iowa's Clean Air Attainment Program (ICAAP) is to help finance transportation projects and
programs that result in attaining or maintaining the national ambient air quality standards (NAAQS) of the
1990 Clean Air Act Amendments (CAAA) with a focus on volatile organic compounds (VOC) and nitrogen
oxides (NOx), carbon monoxide (CO) and, under certain conditions, particulate matter (PM -2.5 and PM -10).
VOC and NOx contribute to ground -level ozone (03) formation; and
WHEREAS the Iowa Department of Transportation provides ICAAP funds on a competitive basis to
transportation projects that reduce traffic congestion problems and provide air quality improvements; and
WHEREAS the federal funding share for ICAAP projects is 80% of the proposed cost of eligible projects; and
WHEREAS the Dubuque Metropolitan Area Transportation Study (DMATS) is the Metropolitan Planning
Organization (MPO) for the Dubuque Urban and Metropolitan Areas, and the Policy Committee finds the
project helping in reducing emissions and improve health in the region; and
WHEREAS DMATS will be the lead applicant with support from Jule transit and IBM;
NOW, THEREFORE, BE IT RESOLVED
Section 1. That the Policy Committee endorses the Jule Smart Transit including Shopping Circulator
submitted through DMATS for ICAAP funding and declares that the proposed project
conforms to the MPO's regional transportation planning process and DMATS Long -Range
Transportation Plan.
Section 2. The 20% local match for the project will be provided by the City of Dubuque and the colleges in
the region.
Approved this 14th day of February 2013.
Attest:
Roy D. Buol, DMATS Kelley Deutmeyer, ECIA
Chairperson Executive Director
Dubuque Metropolitan Area Transportation Study 1 Eastern Iowa Development Corporation 1
Eastern Iowa Regional Utility Services System 1 Eastern Iowa Regional Housing Authority 1 ECIA Business Growth, Inc.
1 Region 1 Employment and Training 1 ECIA Regional Planning Affiliation 1 Region 8 Regional Transit Authority 1
1 7600 Commerce Park, Dubuque, IA 52002 www.ecia.org 1 ecia @ecia.org
1 563.556.4166 1 Iowa only: 800.942.4648 1 Relay Iowa 800.735.2943 1 f: 563.556.0348 1
9
G. CALCULATIONS: EMISSION FACTORS - NIGHTRIDER /COLLEGE ROUTE
Peak hour trips
6:00 PM to 2:30 AM
6:OOPM to 12:OOAM
30 min headways
8.5 hours
6 hours
No of trips
34
24
Ridership per trip
10
10
Total ridership
340
240
College Route (Pilot Route)
Calculatio
Factors
CO
i
!
ICAAP funds requested (1 year)
Local funds from local colleges (1 year)
$80,849
$34,086
$!
■ 4
li enefits of the project
Total Cost of the project
R oute information for College route
VOC ($3.66/ Kg)
Trip length (one way) in Miles
5.6
$10,907
CO ($1.22/Kg)
Information on trips from 6:00 PM to 2:40 AM
No of Trip in a day (one way)
Ridership per trip
Number of operation days (for one years)
Total Cars taken from roadway per trip (1.16 /car)
Taken from MPO 2007 Travel Survey
34
10
74
9
Information on trips from 6:00 PM to 12:00 AM
NOX ($16.55/Kg)
No of Trip in a day (one way)
Ridership per trip
Number of operation days (for one years)
Total Cars taken from roadway per trip (1.16 /car)
Taken from MPO 2007 Travel Survey
24
10
32
9
Emission Reduction By New Service Riders
$24,073
Total Benefits
$60,586
Emission Factor (35 mph)
Emission Factor *Trip length *Number of operation
days * Number of Trips *cars from roadway
13.4
2,124,408
1.953
309,625
1.022
162,026
Emission Factor (25 mph)
LDDV Emission * length of the trip * No of Trips*
Annual number of operation days
Net Reduction per one year (grams /year)
Net Reduction per one years (Kilograms)
1.81
25,516
2,098,892
2,099
0.83
11,624
298,001
298
1.18
16,569
145,456
145
Life of transit project 10 years (Kilograms)
20,9891 2,980
1,4551
G. CALCULATIONS: COST BENEFIT ANALYSIS
Cost Benefit Analysis for ICAP request
ICAAP request for College Route
$80,849
Total Cost
$80, 849
li enefits of the project
VOC ($3.66/ Kg)
Impact of College Route
1
$10,907
CO ($1.22/Kg)
Impact of College Route
1
$2,606
NOX ($16.55/Kg)
Impact of College Route
$24,073
Total Benefits
$60,586
Benefit : Cost
0.75
10
H. MINORITY IMPACT STATEMENT
r Iowa Department of Transportation
Form 105101 (03 -09)
MINORITY IMPACT STATEMENT
Pursuant to 2008 Iowa Acts, HF 2393, Iowa Code Section 8.11, all grant applications submitted to the
state of Iowa that are due beginning January 1, 2009 shall include a Minority Impact Statement. This is
the state's mechanism for requiring grant applicants to consider the potential impact of the grant project's
proposed programs or policies on minority groups.
Please choose the statement(s) that pertains to this grant application. Complete all the
information requested for the chosen statement(s). Submit additional pages as necessary.
® The proposed grant project programs or policies could have a disproportionate or unique positive
impact on minority persons.
Describe the positive impact expected from this project. This project will improve transit services for
all residents, but because many current transit- dependent riders are minority and low- income residents, these
improvements will simplify their travel throughout the community.
Indicate which group is impacted:
® Women ® Persons with a disability ® Blacks ® Latinos
® Pacific Islanders ® American Indians
® Alaskan Native Americans
® Asians
El Other
❑ The proposed grant project programs or policies could have a disproportionate or unique negative
impact on minority persons.
Describe the negative impact expected from this project. None
Present the rationale for the existence of the proposed program or policy.
Provide evidence of consultation with representatives of the minority groups impacted.
Indicate which group is impacted:
❑ Women ❑ Persons with a disability ❑ Blacks ❑ Latinos ❑ Asians
❑ Pacific Islanders ❑ American Indians ❑ Alaskan Native Americans ❑ Other
❑ The proposed grant project programs or policies are not expected to have a disproportionate or
unique impact on minority persons.
Present the rationale for determining no impact.
I hereby certify that the information on this form is complete and accurate, to the best of my knowledge:
Name: Candace Eudaley
Title: Director of Transit Operations
()-(4,./(7,C,01
H
11
Attachment 1
Marketing Plan
12
Executive Summary
Public transit provides opportunities for citizens to travel within the city limits, regardless of their reason for
utilizing the service. Developing a system and a corresponding marketing strategy to encourage the greatest
number of individuals in the community to utilize the service is essential. The success of this marketing plan
relies heavily on shorter headways and substantial changes to existing levels and quality of service.
Dubuque's existing public transit system has a poor reputation for customer service, long headways, inefficient
route planning, Iow visibility of bus stops, difficult to understand schedules and routes, and poor communication
of routes to citizens. This does not mean that transit in Dubuque is doomed. There are 8 major markets of
potential riders that are currently not all being served. Engaging and targeting these groups in the rebranding,
route development, marketing campaigns and integrated use of technology will provide additional opportunities
for increased ridership.
Dubuque is a community that prides itself on its sustainability initiatives and acknowledges the importance of a
viable transit system as vital to its continued success. The following objectives were outlined in order to improve
the perception, increase ridership and improve connectivity.
Development ofa new identity/brand for Dubuquetransit services, creation ofan integrated user-friendly system,
increased community awareness of transit, increased ridership specifically targeting employers, commuters and
college students, use of new branding to produce marketing materials in dual language formats for multiple
platforms: web, print, etc.
SWOT Analysis
Strengths:
n
A community that prides itself on its sustainability initiatives and acknowledges the importance of a viable
transit system as vital to their continued success in that arena.
n
Proposed fleet of varying sized vehicles
n
Community knowledge of existing transit system
Weaknesses:
n Inattention to route Iengths (time)
n Inadequate and brand damaging Ievels of customer service
n
Lack of effective modes of communicating to ridership
n
Confusing route maps and schedules
n
No visible attempts at partnership with leading community employers
n
Heavy focus on individuals who need the service rather than those who would choose to utilize the service
Ieadingto stereotyping and Idfear/ of the typical transit user
n
Poor public opinion of the system
n
Unsubstantiated fears of bus stops being unsafe
Opportunities:
*
Outreach to employers and commuters on tax benefits of mass transit
* Deve|opnoentof"Park8'Ride"typeanangenoents
*
Large college student population that is currently uptapped with respect to transit opportunities
*
Providing a partnered transportation option for bicyclists — bike racks on buses
*
Development and use of web-based tools for finding routes and schedules
Threats:
• History of poor service
°
Increased availability of parking for single occupant vehicles
°
Continued and increased development of road systems for single occupant vehicles
* Speed of travel with single occupant vehicle
Target Markets
Target Market 1: Workers commuting within the city
Many of the city's residents do not work in close proximity to where they live, creating congestion during peak
commuting hours. This is especially noticeable for workers who travel between housing clusters in the downtown
area to those on the west end and vice versa. Existing service hours do not currently address the needs of
individuals commuting to and from work even during peak commuting times. This market segment is becoming
increasingly important in the city's push to reduce emissions and vehicle miles traveled with 32,293 individuals
living within the city limits in the labor force (US Census Bureau, 3-year estimates). This is also one ofthe Iargest
underserved segments.
Target Market 2: Workers commuting into the city
Dubuque's Iaborshed includes communities outside ofthe city transit boundaries. There is currently no "Park
& Ride" option available to connect individuals outside of the city to large employment centers throughout the
community (industrial parks, downtown, etc). Providing service to this market would decrease congestion within
city limits while allowing commuters autonomy before and after working hours to run errands in the community.
Target Market 3: Low income families
Low income families have a definite need for public transportation services. These individuals are often unaware
of the transit system, and need additional assistance in choosing routes that best suit their needs and time
availability. 2,338 (9.8%) of households and 7,469 (12.8) of individuals in the city of Dubuque are living below
the poverty line (US Census Bureau, 3year estimates). This group needs to be provided information in as many
venues as possible to ensure saturation of information.
Target Market 4: Senior citizens
Seniors are, and will continue to be, among the core users of public transportation within the region. They make
up 16.3% ofthe population in Dubuque (US Census Bureau, 3-year estimates). Their travel needs include medical,
shopping and social trips within the community. Most seniors do not consider using public transportation until
they are unable to drive themselves making it important to provide information to these individuals before they
have a need to insure their comfort with the system.
Target Market 5: Non-English speakers
Non-English speakers, specifically Spanish speaking individuals, are a growing population in the Dubuque
community at 2% of the 2008 total population estimates up from 1.6% in 2000 (US Census Bureau, 3-year
estimates). Customized communication efforts may be required. The Presentation Lantern Center, Multi-
cultural Family Center and other organizations will serve as good venues for communicating to these individuals.
Target Market 6: Persons with disabilities
Disabled citizens are often regular users of public transit. This group is likely to currently use public transit
for work, as well as for basic travel needs. Social service programs generally provide effective channels for
communicating with these individuals and their families.
1 4
Target Market 7: College Students
Dubuque is home to Clarke College, University of Dubuque, Loras College, Northeast Iowa Community College,
Wartburg Seminary, and Emmaus Bible College with a total student population of approximately 7,000. Students
within the Dubuque area may or may not have access to a personal vehicle and generally have limited knowledge
of the layout of the community. Public transit can serve this market best by providing a stop on or very near
campus, providing transportation to and from shopping centers and employment opportunities.
Target Market 8: Visitors
Visitors are an extremely important target market for businesses in Dubuque, specifically the downtown area.
Utilizing the existing trolley routes as a starting point for tourists, public transit would allow visitors to see
additional areas of the community without fears of getting Iost.
Marketing Objectives
1. Develop new identity/brand for Dubuque transit services Engage community members in each of
the targeted markets during the rebranding process to insure an inclusive identity that appeals to a broad
demographic
2. Create an integrated user-friendly system utilize technology to provide real4ime passenger information
via kiosks, automated schedule system, etc.
3. Increase community awareness of transit as a viable transportation mode that is essential to attainment
of community sustainability goals by emphasizing its environmental, social, and economic benefits
4. Increase ridership in all target markets, specifically targeting employers, commuters and college students
to increase ridership in these segments
5. Using new branding, produce brochures, route maps, schedules and other marketing materials in dual
language formats for multiple platforms: web, print, etc
Implementation Tactics
1
Develop new identity/brand for Dubuque transit services - Engage community members in each of
the targeted markets during the rebranding process to insure an inclusive identity that appeals to a broad
demographic.
a) Meet with a variety of student groups on each college campus to gather a minimum of 2 representatives
from each school
b) Meet with businesses in the community located at a variety of locations to gather a minimum of 2
representatives from each geographic business district of the city
c) Meet with individuals at the MultiCultural Family Center, St. Patrick's Parish, and the Presentation Lantern
Center to assist in recruitment of 2 ESL individuals
d) Meet with representatives from Goodwill, Jones Hand-in-Hand preschool, and other social services
agencies to assist in gathering input from providers of services to the disabled
e) Meet with representatives from Project Hope, Getting Ahead in a Just Gettin' by World, Project Concern,
and other social services agencies to assist in recruitment of 2 representatives from low income families.
f) Hold input sessions on agency developed logos, and branding schemes inviting individuals from the target
markets
A) Provide an online survey to gather community input
h) Gather testimonial from riders in each target market category
15
2. Create a user-friendly system - utilize technology to provide real-time passenger information via kiosks,
automated schedule system, etc.
a) Develop a transit only website providing information about rates, schedules, routes and connecting to
other tools as described below
b) Implement an online interactive system map similar to WMATA (http://www.wmata.com/)
c) Implement a phone and online system similar to Tri-Met Transit Tracker (http://trimet.org/)
d) Host printable route maps and schedules online
e) Service alerts or notices delivered via text and email
1) Implement a rideshare software to incorporate and connect all modes of transportation: bus routes, bike
trails and routes, park & ride lots, carpool opportunities. Example: GreenRide (www.greenride.com)
g) Provide all application with smartphone/iPhone/Droid capabilities
h) Provide all applications with bilingual capabilities
3. Increase community awareness of transit as a viable transportation mode that is essential to attainment
of community sustainability goals by emphasizing its environmental, social, and economic benefits
a) Meet with community organizations to partner with their sustainability efforts. Initial list of organizations
to contact: Dubuque 2.0, The Petal Project, Green Dubuque, Audubon Society, Sierra Club, and Keep
Dubuque County Clean and Green, TriState Trail Vision
b) Within planned marketing materials highlight the environmental, social, and financial benefits of public
transit
c) Provide emissions and cost savings calculations in print and web marketing similar to WMATA (http://
vvvvvuvvnoata.cono/rider_too|s/ca|cu|ator/ca|cu|atorcfno>
d) Partnering with local bike groups to promote a multi-modal option for bicyclists — bike racks on buses
e) Host "Learn to Ride" sessions weekly throughout the summer for kids and others who are interested in
using transit. Help people planner their routes and find their stops.
4. Increase ridership in all target markets, specifically targeting employers, commuters and college
students to increase ridership in these segments
a) Meet with campus safety and student life on each college campus to brainstorm ideas, potential on
campus stops, and desired stops
b) Develop partnerships with local businesses to offer discounts for college students using transit to access
their business
c) Provide a college student discount
d) Provide shuttle service for special events to create awareness of local bus system among students
e) Educate employers and TRIHRA members about tax incentives, maintenance and other cost savings, and
the marketing potential in encouraging employees to utilize transit
1) Collaborate with employers and human resource professionals to establish a system for employee transit
reimbursement programs sinoi|artoTriMet/http://trinoet.org/ennp|oyers/index.htnn\
g) Provide an online survey template to gauge employee interest in transit opportunities
h) Encourage businesses to hang posters or provide other informational materials employees and customers
S. Using new branding, produce brochures route maps, schedules, signage and other marketing materials
in dual Ianguage formats for multiple platforms: web, print, etc.
a) Develop and design brochures focusing on each target market in hard copy and PDF format (for website
download)
b) Develop and design route maps focusing on each target market in hard copy and PDF format (for website
download)
c) Decal all vehicles wth new brand identity
d) Develop and design route maps focusing on each target market in hard copy and PDF format (for website
download)
e) Provde all materials is dual Ianguages when appropriate
f) Establish distribution network for brochures, route maps, and schedules
g) Design, purchase and install new bus stop signage
Evaluation of Results
Increased ridership, community knowledge, brand salience and improved perception of public transit in the
community.
Attachment 2
Letters of Commitment
18
LORAS COLLEGE
1450 Alta Vista Street I Dubuque, IA 52001 1 800.245.6727
September 26, 2013
Debra Arp
Iowa Clean Air Attainment Program
Office of Systems Planning
Iowa Department of Transportation
800 Lincoln Way
Ames, IA 50010
Ms. Arp:
Please accept this as official endorsement of the East Central Intergovernmental Association's
proposed Iowa Clean Air Attainment Program (ICAAP) Smart Transit Project, a portion of
which is being supported through a two -year commitment from Loras College in the annual
amount of $11,362. As part of the College's programming, Loras works to educate students
and the public about sustainability. This service will assist in that effort by providing a capstone
piece to the College's "complete street" Loras Parkway initiative.
At Loras, we are proud of our strength in public - private partnerships and in continuing to grow
collaborations with the community. We look forward to making Smart Transit another such
venture.
Thank you for your thoughtful consideration of this application.
Sincerely,
Arthur Sunleaf
Vice President for Student Development
Loras College
LORAS.EDU
19
September 23, 2013
Debra Arp
Iowa Clean Air Attainment Program
Office of Systems Planning
Iowa Department of Transportation
800 Lincoln Way
Ames, IA 50010
Ms. Alp:
University of Dubuque
Please accept this as official endorsement of the East Central Intergovernmental Association's
proposed renewal of the grant afforded by the Iowa Clean Air Attainment Program (ICAAP)
Smart Transit Project. The University of Dubuque's Student Government Association has
supported this initiative with an annual amount of $11,362 the past two years. We are excited
about the prospect of continuing this service for our students to move about and enjoy the g eater
Dubuque Community.
At the University of Dubuque, we are proud of our strength in public - private partnerships and in
continuing to grow collaborations with the community. We look forward to continuing this
venture with Smart Transit.
'Thank you for your thoughtful consideration of this re -appli cation.
Sincerely,
Dr. Mick Miyamoto
Vice President and Dean of Student Life
University of Dubuque
20
rJ Clarke
September 26, 2013
Debra Arp
Iowa Clean Air Attainment Program
Office of Systems Planning
Iowa Department of Transportation
800 Lincoln Way
Ames, IA 50010
Ms. Arp:
Please accept this as official endorsement of the East Central Intergovernmental Association's
proposed Iowa Clean Air Attainment Program (ICAAP) Smart Transit Project, a portion of
which is being supported through a two -year commitment from Clarke University in the annual
amount of $11,362.
We are pleased to support this initiative for several reasons. Our students are very interested in
and supportive of sustainability and green projects. This transit program will give students the
opportunity to learn to ride the bus rather than drive a car. Many of our students are not from the
area and can't afford a car while in school. Riding the bus will give them the opportunity to more
easily explore the City of Dubuque and all that it has to offer.
At Clarke University, we are proud of our strength in public - private partnerships and in
continuing to grow collaborations with the community. We look forwarci to making Smart
Transit another such venture.
Thank you for your thoughtful consideration of this application.
Sincerely,
/fcc6'
Kate Zanger
Vice President for Student Life
21
Masterpiece on the Mississippi
September 29, 2011
Iowa Department of Transportation
Office of Public Transit
800 Lincoln Way
Ames, IA 50010
Greetings:
As the Chair of the Jule Transit Advisory Board, I am writing this letter to show the Board's support of
The Jule, the City of Dubuque's transit department, in their application for an Iowa Clean Air Attainment
Program (ICAAP) grant, for the purpose of funding the Smart Transit, City in Motion (CiM) project.
The Jule has partnered with IBM Corporation and three local colleges and universities (Loras College,
University of Dubuque and Clarke University) for the CiM project. IBM has developed a smartphone
application that allows for the anonymous gathering of transportation- related data. Data from users of the
application in/around the City of Dubuque will be combined with data gathered from the Radio
Frequency Identification (RFD) system installed on The Jule's fixed route, and will provide real -time
information to help determine how the transit system is currently being used and how best to adjust and/or
change the existing fixed route system in order to increase its overall efficiency and effectiveness. The
ICAAP grant by providing funding over a two -year period, will allow for the implementation of the
project which includes the funding of two new "pilot" routes. The two pilot routes will be implemented in
the first year, and the data gathered from these routes and combined with existing route service will be
used to help target recommended changes in the fixed route system in year two of the grant.
Transportation has been identified as one of the primary sources of air pollution in the City of Dubuque.
This grant is important to the citizens of Dubuque as by making the transit system more efficient and
effective, we will be able to better encourage riders to get out of their personal vehicles and use transit
instead. Decreasing the number of vehicles on city streets will help move the city away from having a
"non- attainment" level by reducing the number of Vehicle Miles Traveled (VMT) throughout the city.
IBM Corporation, the City of Dubuque and three local colleges and universities — will be providing the
20% local match that is needed for this grant.
Sincerely,
Joel Lightcap
Chair, Jule Transit Advisory Board
22
Page 1 of 1
Kevin Firnstahl - "Contact Us" inquiry from City of Dubuque website
From: "Citizen Support Center" <dubuqueia @mycusthelp.com>
To: <kfirnsta @cityofdtibuque.org>
Date: 10/7/2013 8:41 AM
Subject: "Contact Us" inquiry from City of Dubuque website
Contact Us
Name: Jean Schlueter
Phone: 563- 258 -1440
Email: schluetj @uwplatt.edu
City Department: City Council
Message: We would like you to consider a few talking points before a blanket recommendation is made to continue the Jule
Nightrider Program. While we support getting drunks off the rode, we had an incident in September where a group of 12
college students (underage) were dropped off at a house party late one night next door to us. There was underage drinking
and the noise was atrocious. What is the policy about drop off and pick up for the program? (We sent an email to the Jule
asking the same question and received no response.) The second question is why are we transporting underage students to
"bar heavy districts ?" Thanks for your consideration. Jean Schlueter and Hiram Melendez
Click here to report this email as spam.
file: / / /C:/Users/ kfirnsta /AppData /Local /Temp/XPgrpwise /525273B 1DBQ_... 10/7/2013