By Jorge Casuso
February 24 – Riding a wave of support, the Tide Shuttle could stay afloat if the City Council Tuesday answers the call of transportation officials to give the unpopular line another six months to increase ridership.
The council was expected to eliminate the Big Blue Bus’ most unpopular route, which has an average of only 12 riders an hour, and shift its service from the Downtown to the new Annenberg Community Beach House at 415 PCH slated to open this spring. (“Turning the Tide on Shuttle Proposal,” February 18, 2009)
The six-month reprieve would allow transit officials time “to work with business and community stakeholders to demonstrate marketing strategies that may enhance the route's viability,” according to a staff report to the council.
“If there is no substantive change in the route's performance following these efforts, the route will be discontinued,” the report said.
In addition to extending the Tide Shuttle service, the council will be asked to implement the Beach Ride along a separate route to service the new beach club on weekends only, with the buses set to roll in May.
Big Blue Bus has bought two special Mini Blue vehicles that are small enough to drop off and pick up passengers in the Beach House parking lot, according to the staff report.
Business leaders – who are working with transit, tourism and Downtown officials to save the shuttle – said they need the extra time to drum up support for the ride.
“We are hopeful that in the short period of time that we will be able to get the community behind the outreach that will be needed to market the shuttle,” said Laurel Rosen, president and CEO of the Santa Monica Chamber of Commerce.
“We’ve gotten together and we’re willing to do some outreach to see at what level they (City officials) are willing to commit to make this happen,” Rosen said.
Much of the marketing effort will target the beachfront hotels whose guests can hop the Tide Shuttle to shop Downtown and on Main Street, Rosen said.
