Go on, take a free ride, say council officials

Poor participation in the city’s Free Ride to Work Program has driven city officials to advertise the service on the buses they hope workers will start using.

The goal is to encourage workers to use public transportation. Free 50-ride passes are available during business hours at the city’s Community Services Department, 515 Forest Ave. When used up, the free 50-ride pass can be exchanged for another free pass. To qualify for the passes, workers should provide proof of employment and an explanation of their usual commute.

Last year, only $15,000 of the annual South Coast Air Quality Management District’s $28,000 grant was used. That amounted to about 35 passes a month. The grant is funded by an increase in motor vehicle registration fees, city officials said.

Anyone employed in the city is eligible for the Ride to Work Program whether they live in Laguna Beach or not.

The city has publicized the program in Recreation Department brochures, in discussions with the Chamber of Commerce and Visitor’s Bureau representatives and in fliers, Mayor Elizabeth Pearson-Schneider said.

“I believe that a much more effective way to publicize this program would be banners on the sides of the buses,” she said.

It will cost $1,400 to put banners on each of the city’s seven buses.

Rose Hancock, Laguna Beach Chamber of Commerce’s executive director, doubts the ad campaign will work.

“The program won’t be productive unless the buses are available when employees need to ride,” Hancock said.

Morning buses start running at 6:30 a.m., but the last bus leaves downtown at 5:30 p.m., except during Festival Season.

“Stores close at 5:30 or later,” Hancock said. “And employees probably don’t get out of the store for a half hour or longer after it closes.

“I have been asking businesses what they think about the program and the consensus is that buses need to run later.”

An incentive to get people out of vehicles is not a new notion at City Hall.

“About 10 or 15 years ago, when we were doing crazy things to improve air quality, we used to provide free sneakers every few months to City Hall employees who walked to or from work,” City Manager Ken Frank said.

Pat Kramer in the zoning department was a participant.

“That was at least 12 years ago,” said Kramer, who walked home from City Hall to her Arch Beach Heights home almost every workday for 15 years until October, when her doctor advised her to stop.

“The first six months I worked at City Hall, I walked to and from work, but I had some foot problems and the doctor said I should only walk up, not down. For a few years, I got new sneakers every six months.

“I also won a drawing for a weekend at the Hotel Laguna. The drawing was open to any city employee who walked, biked or car-pooled to work. There was just a handful of us.”

The sneaker and incentive program was discontinued after a few years, Kramer said.

In 2000, the council recognized the need to extend the public transportation schedule to encourage residents to stay in town for dinner or entertainment and established Transit Plus ? $3 one-way taxi vouchers. The vouchers are good from 5: 30 p.m. to 2:30 a.m., Monday through Saturday and from 8 a.m. to 2:30 a.m. on Sunday, only between two points in town, one of which has to be in the downtown area or along the highway between Viejo Street and 7th Avenue.

Up to six vouchers at a time can be purchased. Only Laguna Beach residents were eligible for the vouchers and proof of residency is required. If purchasing vouchers by mail, include a self-addressed, stamped envelope.

Laguna Beach is the only South County city with its own transit system. Main line schedules are available at City Hall, the Laguna Beach Library, the Chamber of Commerce and on the buses. Fares are 75 cents for adults, 30 cents for senior citizens or disabled riders. Low-income seniors and children ride free. A $30 pass is available for unlimited rides within 30 days of the date of purchase. A $15 punch pass for 20 has no expiration date.

Main line buses operate Monday through Saturday.

For more information about the vouchers or the free ride program, visit www.lagunabeachcity.net or call (949) 497-0716, Ext. 6.

QUESTION OF THE WEEK

Should the bus schedule be changed to attract more employee riders? Write us at P.O. Box 248, Laguna Beach, CA, 92652, e-mail us at [email protected] or fax us at 494-8979. Please give your name and tell us your home address and phone number for verification purposes only.