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SPECIFIC OPERATIONAL ANALYSIS FOR THE CIRCULATOR BUS DESIGN PROJECT

FINAL PROJECT REPORT

Revised February 11, 2014

Prepared for: Imperial County Transportation Commission (ICTC)

Prepared by: AECOM

Circulator Bus Design Project Final Project Report

The Imperial County Transportation Commission (ICTC) Specific Operational Analysis for the Circulator Bus Design Project i

TABLE OF CONTENTS 1.0 Project Initiation and Kickoff Meeting ....................................................................................... 1-1

1.1 Introduction of the Team ......................................................................................................... 1-1

1.2 Review of Work Plan, Milestones and Schedule .................................................................... 1-1

1.3 Identification of a Study Steering Committee and Stakeholders ............................................ 1-1

1.4 Discussion of Community Involvement Efforts ....................................................................... 1-2

1.5 Data Needs Review ................................................................................................................ 1-3

1.6 Team Communications Protocol ............................................................................................ 1-3

2.0 Public Participation Plan ............................................................................................................ 2-1

2.1 Introduction ............................................................................................................................. 2-1

2.1.1 Purpose of the Public Participation Plan .......................................................................... 2-1

2.1.2 Outreach Goals ................................................................................................................ 2-1

2.1.3 Special Considerations for Outreach ............................................................................... 2-1

2.2 Outreach Programs ................................................................................................................ 2-3

2.2.1 Study Steering Committee ............................................................................................... 2-3

2.2.2 Origination and Destination Survey (O-D Survey) ........................................................... 2-3

2.2.3 Outreach Meetings and Stakeholder Interviews with Local Elected Officials .................. 2-3

2.2.4 Bilingual Public Workshops .............................................................................................. 2-4

2.2.5 Brawley Bilingual Public Open House.............................................................................. 2-4

2.3 Publicity and Communication Methods .................................................................................. 2-6

2.3.1 Project Fact Sheet............................................................................................................ 2-6

2.3.2 Press Releases ................................................................................................................ 2-6

2.3.3 Social Media Posts........................................................................................................... 2-6

2.3.4 Email Blasts ..................................................................................................................... 2-6

3.0 Public Outreach Activities.......................................................................................................... 3-1

3.1 About ICTC ............................................................................................................................. 3-1

3.2 Overview of the Circulator Bus Design Project ...................................................................... 3-1

3.3 Overview of Public Participation Events, Focus, and Attendance .......................................... 3-3

3.3.1 Origination–Destination Survey ....................................................................................... 3-4

3.3.2 Outreach Meetings and Stakeholder Interviews .............................................................. 3-4

3.3.3 Bilingual Bus Stop Workshops ......................................................................................... 3-4

3.3.4 Bilingual Public Workshops .............................................................................................. 3-5

4.0 Summary of Community Input ................................................................................................... 4-1

4.1 Key Findings from Rider Origin–Destination Survey .............................................................. 4-1

4.2 Major Discussion Themes from Outreach Meetings and Workshops .................................... 4-3

4.2.1 Brawley ............................................................................................................................ 4-3

4.2.2 Calexico ........................................................................................................................... 4-4

4.2.3 Imperial ............................................................................................................................ 4-5


The Imperial County Transportation Commission (ICTC) Specific Operational Analysis for the Circulator Bus Design Project ii

5.0 Analysis of Existing Conditions ................................................................................................ 5-1

5.1 Brawley ................................................................................................................................... 5-3

5.1.1 Community Characteristics .............................................................................................. 5-3

5.1.2 Review and Evaluation of Existing Transit Services ........................................................ 5-4

5.1.3 Evaluation of Needs and Opportunities ......................................................................... 5-10

5.2 Calexico ................................................................................................................................ 5-11

5.2.1 Community Characteristics ............................................................................................ 5-11

5.2.2 Review and Evaluation of Existing Transit Services ...................................................... 5-12


5.3 Imperial ................................................................................................................................. 5-21

5.3.1 Community Characteristics ............................................................................................ 5-21

5.3.2 Review and Evaluation of Existing Transit Services ...................................................... 5-22


6.0 Recommendations ...................................................................................................................... 6-1

6.1 Brawley (Gold Line) ................................................................................................................ 6-2

6.1.1 Operating Plan ................................................................................................................. 6-2

6.1.2 Capital Plan ...................................................................................................................... 6-8

6.1.3 Financial Plan ................................................................................................................... 6-8

6.1.4 Implementation Schedule ................................................................................................ 6-8

6.2 Calexico (Orange Line) ........................................................................................................... 6-9

6.2.1 Operating Plan ................................................................................................................. 6-9

6.2.2 Capital Plan .................................................................................................................... 6-15

6.2.3 Financial Plan ................................................................................................................. 6-15

6.2.4 Implementation Schedule .............................................................................................. 6-16

6.3 Imperial (Red Line) ............................................................................................................... 6-17

6.3.1 Operating Plan ............................................................................................................... 6-17

6.3.2 Capital Plan .................................................................................................................... 6-24

6.3.3 Financial Plan ................................................................................................................. 6-24

6.3.4 Implementation Schedule .............................................................................................. 6-25

7.0 Service Guidelines ...................................................................................................................... 7-1

Appendix A: Kickoff Meeting Agenda .................................................................................................... A1

Appendix B: Kickoff Meeting Sign-In Sheet .......................................................................................... B1

Appendix C: Steering Committee Sign-Up Sheet ................................................................................. C1

Appendix D: Stakeholder Contact Lists ................................................................................................ D1

Appendix E: Stakeholder Interviews ....................................................................................................... E1

Appendix F: Bilingual Bus Stop Workshops.......................................................................................... F1

Appendix G: Bilingual Public Workshops ............................................................................................. G1


The Imperial County Transportation Commission (ICTC) Specific Operational Analysis for the Circulator Bus Design Project iii

LIST OF TABLES Table 1-1: Steering Committee .................................................................................................................................. 1-3 Table 5-1: U.S. Census Data - Brawley, CA .............................................................................................................. 5-4 Table 5-2: U.S. Census Data - Calexico, CA ........................................................................................................... 5-12 Table 5-3: U.S. Census Data - Imperial, CA ............................................................................................................ 5-22 Table 6-1: Proposed Gold Line Stops ........................................................................................................................ 6-5 Table 6-2: Proposed Gold Line Operating Plan ......................................................................................................... 6-6 Table 6-3: Proposed Gold Line Schedule Mock-Up ................................................................................................... 6-7 Table 6-4: Proposed Gold Line Capital Plan .............................................................................................................. 6-8 Table 6-5: Proposed Gold Line Financial Plan ........................................................................................................... 6-8 Table 6-6: Proposed Orange Line Stops .................................................................................................................. 6-12 Table 6-7: Proposed Orange Line Operating Plan ................................................................................................... 6-14 Table 6-8: Proposed Orange Line Schedule Mock-Up ............................................................................................. 6-14 Table 6-9: Proposed Orange Line Capital Plan ........................................................................................................ 6-15 Table 6-10: Proposed Orange Line Financial Plan................................................................................................... 6-15 Table 6-11: Proposed Red Line Stops ..................................................................................................................... 6-20 Table 6-12: Proposed Red Line Operating Plan ...................................................................................................... 6-22 Table 6-13: Proposed Red Line Schedule Mock-Up ................................................................................................ 6-23 Table 6-14: Proposed Red Line Capital Plan ........................................................................................................... 6-24 Table 6-15: Proposed Red Line Financial Plan ........................................................................................................ 6-24 Table 7-1: Proposed Service Guidelines for Circulator Routes .................................................................................. 7-1 Table 7-2: Contractual Service Standards for Circulator Routes ................................................................................ 7-2

LIST OF FIGURES Figure 5-1: Existing Fixed Route Service in Brawley .................................................................................................. 5-5 Figure 5-2: Brawley Origin-Destination Survey Results ............................................................................................. 5-8 Figure 5-3: Existing Fixed Route Service in Calexico ............................................................................................... 5-13 Figure 5-4: Calexico Origin-Destination Survey Results .......................................................................................... 5-16 Figure 5-5: Calexico Transit Service Fixed Routes .................................................................................................. 5-18 Figure 5-6: Existing Fixed Route Service in Imperial ................................................................................................ 5-23 Figure 5-7: Imperial Origin-Destination Survey Results ........................................................................................... 5-26 Figure 6-1: Recommended Gold Line Service Concept ............................................................................................. 6-3 Figure 6-2: Gold Line Service Coverage .................................................................................................................... 6-4 Figure 6-3: Recommended Orange Line Service Concept ......................................................................................... 6-1 Figure 6-4: Orange Line Service Coverage ................................................................................................................ 6-2 Figure 6-5: Recommended Red Line Service Concept .............................................................................................. 6-1 Figure 6-6: Red Line Service Coverage ..................................................................................................................... 6-2


The Imperial County Transportation Commission (ICTC) Specific Operational Analysis for the Circulator Bus Design Project 1-1

1.0 PROJECT INITIATION AND KICKOFF MEETING

This section summarizes the project kickoff meeting, which included an introduction to the

project team, any revisions to the project work plan, identification of the steering committee

and stakeholders, discussion of community involvement efforts, review of any additional data

needs, discussion of goals, objectives and client expectations and determination of

communication protocol.

1.1 Introduction of the Team

The project team is listed below:

Imperial County Transportation Commission (ICTC)

– Mark Baza, Kathi Williams and David Salgado

– Study Steering Committee

Consultant Team

– Will Calves, Project Manager (AECOM) – Transit Planning

– Jessica Sisco, Deputy Project Manager (AECOM) – Public Participation and

Outreach

– Tim McLarney (True North Research) – Origin-Destination Survey

Stakeholders and Members of the Community

– Includes current IV Transit riders

1.2 Review of Work Plan, Milestones and Schedule

No significant revisions were planned.

1.3 Identification of a Study Steering Committee and Stakeholders

Regarding the steering committee and other stakeholders, the following comments, issues and

concerns were made:

Study steering committee was to be comprised of ICTC and staff from the study area

cities;

There was some concern regarding the ability of city councils to see/have input in

proposals prior to their meetings;

Taxi and dial-a-ride operators may have felt they should be involved in the project and

were to be included as stakeholders as well as in the public participation process.

Following are city-specific comments regarding potential stakeholders:

Brawley

– Dayout ADHC, an adult day care center at 643 Main Street

– Imperial Valley Housing Authority has housing on the north side of town



Calexico

– Low income housing on the west side of town

– Taxi companies

– “Clinicas” in the Calexico area

– Various additional contacts to collect

Imperial

– ARC, which operates the Imperial Dial-A-Ride service

– Major locations with a demand for service include the Villas Pacifica Apartments

on Myrtle Road, as well as other apartment complexes

– It is important to be careful that the circulator is not viewed as a “school bus”

The final steering committee list was provided by ICTC and is included in Appendix C in its

original form. It is also summarized in Table 1-1 on the following page. Steering committee

meetings were held on the third Thursday of each month from 10:00 AM to 11:00 AM Pacific

time.

1.4 Discussion of Community Involvement Efforts

Following are discussion points regarding potential community outreach strategies for the

study.

Potential venues for community involvement events include theaters and community

centers

Cesar Sanchez included on IV Transit’s team for additional outreach help

Social media seen as a supplement to the outreach process

– Methods to include use of Facebook or Textizen

Successful prior strategies have included:

– Calexico:

Sending out information with water bills

Bulletin boards at medical centers

Use of the cultural arts center, which is close to a bus stop, or the

community center

– Imperial

Farmers Market on Saturdays

Email blasts

– Brawley

Sending out information with water bills

Timing of public involvement

– Imperial – best in the afternoon (least typically transit-dependent)

– Brawley – evenings best

– Calexico – evenings also good; significant amount of student ridership

Next steps included development of the survey by True North



Table 1-1: Steering Committee

Name Agency Address

Will Calves AECOM 1420 Kettner Boulevard, Suite 500 San Diego, CA 92101

Jessica Sisco AECOM 1420 Kettner Boulevard, Suite 500 San Diego, CA 92101

Yazmin Arrellano Public Works Director, City of Brawley

180 S Western Avenue Brawley, CA 92227

Steven Sullivan City of Brawley 180 S Western Avenue Brawley, CA 92227

Nick Servin Public Works Director, City of Calexico

608 Heber Avenue Calexico, CA 92231

Alex Espinoza City of Calexico 608 Heber Avenue Calexico, CA 92231

Marlene Best City Manager, City of Imperial

420 S Imperial Avenue Imperial, CA 92251

Jesus Villegas City of Imperial 420 S Imperial Avenue Imperial, CA 92251

Jorge Galran City of Imperial 420 S Imperial Avenue Imperial, CA 92251

Mark Baza ICTC Executive Director 1405 N Imperial Avenue El Centro, CA 92243

Kathi Williams ICTC Project Manager 1405 N Imperial Avenue El Centro, CA 92243

David Salgado ICTC 1405 N Imperial Avenue El Centro, CA 92243

Charles Brockwell General Manager, IV Transit (First Transit)

792 E Ross Avenue El Centro, CA 92243

Cesar Sanchez IV Transit (First Transit) 792 E Ross Avenue El Centro, CA 92243

Jean Chatel IV Transit (First Transit) 792 E Ross Avenue El Centro, CA 92243

Matt Gleason SCAG 818 W Seventh Street, 12

th Floor

Los Angeles, CA 90017

Tim McLarney True North Research 741 Garden View Court Encinitas, CA 92024

1.5 Data Needs Review

Recent/updated passenger counts

Brawley undergoing a walkability study

1.6 Team Communications Protocol

AECOM team members communicated with ICTC through the AECOM Project Manager; contact

points at ICTC were the Project Manager and Executive Director.



2.0 PUBLIC PARTICIPATION PLAN

2.1 Introduction

2.1.1 Purpose of the Public Participation Plan

This Public Participation Plan for the ICTC Circulator Bus Design Project establishes goals for the

public participation process and describes the outreach approach and various outreach

programs.

2.1.2 Outreach Goals

The Public Participation goals for the ICTC Circulator Bus Design Project were as follows:

Create opportunities for broad community input and participation.

Engage a diverse group of people that represents a cross-section of perspectives.

Collect public input at key points in the ICTC Circular Bus Design Project process.

Gather focused input from current ICTC riders that can help inform development of the

circulator routes.

Build awareness among Imperial County residents about transit services provided by

ICTC.

2.1.3 Special Considerations for Outreach

Specific measures were included in this Public

Participation Plan in consideration of Title VI of the Civil

Rights Act of 1964, the Americans with Disabilities Act

of 1990 (ADA), and the high percentage of monolingual

Spanish speakers who live and work in the Imperial

Valley service area. To address Title VI requirements,

ADA compliance issues, and the need for Spanish

language outreach, special considerations were

incorporated into this Public Participation Plan (see

boxes and below):

A Spanish-speaking facilitator was to be present

at all outreach events to ensure effective

communication with Spanish speakers.

A Spanish-speaking project contact person at ICTC was to be available for Spanish

speakers:

David Salgado

Imperial County Transportation Commission

760-592-4494 [email protected]

Outreach materials were to be available in both English and Spanish.

Compliance with Title VI of the

Civil Rights Act of 1964

Title VI of the Civil Rights Act of

1964 states, “No person … shall,

on the grounds of race, color, or

national origin, be excluded from

participation in, be denied

benefits of, or be subjected to

discrimination under any program

or activity receiving Federal

financial assistance.” Amended

by the Civil Rights Restoration

Act of 1987, the prohibition

against discrimination was made

to include all activities by

recipients of federal funding, not

just those activities that are

directly supported by federal

funds.

mailto:[email protected]



Outreach events were to be scheduled near bus stops to ensure that passengers and

transit-dependent citizens throughout the service area will have an opportunity to

provide input.

Public meetings were to be held in areas

accessible to low-income and minority

populations.

All meeting facilities were to be accessible to

persons with disabilities. If assistive listening

devices or other auxiliary aids or services are

needed by participants for the public meeting,

requests should be made through the Imperial

County Transportation Commission.

If accommodations were needed for people with

disabilities at outreach events, the following

person was to be contacted in advance:

Kathi Williams

Project Manager for the ICTC Circulator

Bus Design Project

760-592-4494 [email protected]

Compliance with Americans

with Disabilities Act of 1990

The Americans with Disabilities

Act of 1990 extends the Civil

Rights Act of 1964 to people with

disabilities and requires

transportation planners to involve

people with disabilities in the

design and development of

projects and programs.

Spanish Language Outreach

Given the high percentage of

Spanish-speaking stakeholders

within the ICTC service area, this

Community Outreach Plan

includes measures to engage the

community in Spanish.




2.2 Outreach Programs

2.2.1 Study Steering Committee

Objective: To provide a venue for stakeholders and decision-makers within the three communities to provide input into the circulator design process.

The Steering Committee was established during the kick-off meeting on January 17, 2013.

Composed of individuals from agencies like SCAG, AECOM, IVT, ICTC, True North, and

municipal representatives from the Cities of Brawley, Calexico, and Imperial, this group

provided insights during the review process and create support among those whom they

represent in the community.

Steering committee meetings were held on the third Thursday of each month from 10:00 AM to

11:00 AM Pacific time.

2.2.2 Origination and Destination Survey (O-D Survey)

Objective: To design and conduct a statistically valid onboard bilingual survey of existing riders to profile their travel behaviors and needs; to capture additional perspectives from riders on transit issues, concerns, and opportunities for improvement.

This statistically valid, onboard bilingual (i.e., English and Spanish) survey of existing riders

profiled travel behaviors and needs, including origin and destination, trip purpose, frequency of

riding, and other relevant behavioral and attitudinal measures. Riders were selected using

stratified, two-stage cluster sampling method which ensured the survey results were

representative of actual ridership by current bus routes, direction, and time of day among the

routes operating to or through Calexico, Imperial, and Brawley.

The final report was compiled (under separate cover) to convey the results among riders as a

whole as well as how the results varied across important subgroups of riders (i.e., age,

employment status, location of residence, trip purpose, and other factors). The sample provided

survey results meeting the industry and academic standard, with a maximum statistical margin

of error at the 95 percent confidence level of less than +/- 4.8 percent.

Please see Survey of Bus Riders published June 4, 2013 and submitted along with this

document.

2.2.3 Outreach Meetings and Stakeholder Interviews with Local Elected Officials

Objective: To provide a forum to build relationships, disseminate accurate information about the transit planning process and participation opportunities; to identify municipal concerns, economic development issues, potential new trip generators, potential changes in land use that may affect trip patterns, and other important related issues.



Outreach meetings were to have a focus group format and were designed in a manner similar to

stakeholder interviews. These meetings were to be conducted in English or Spanish and with

individuals or small groups with similar interests, including:

Transit operators and passengers

Community, educational and social service agencies

Public agency staff (including City management, planning staff, and public works staff)

Local business and community leaders

Chambers of commerce and economic development agencies

Local elected officials

Stakeholder contact lists provided by each of the cities (see Appendix D for preliminary contact

lists) were to be used to formulate focus groups. AECOM outreach experts and ICTC identified

discussion topics intended to best inform the circulator design process. Broad, open-ended

discussion questions were to be used to guide interviews to their most productive outcome,

and a summary of key issues presented during these meetings was prepared and incorporated

into this document. In advance of the final meetings, AECOM prepared draft and final logistics

plans for review by ICTC.

2.2.4 Bilingual Public Workshops

Objective: To inform the public about the proposed circulator services and collect input to help design the circulator routes to best serve the existing and potential passengers/ridership.

AECOM and ICTC staff explored creative techniques in order to facilitate greatest attendance

and participation in the Bilingual Public Workshops. The format of the bilingual public

workshops was to be finalized in consultation with ICTC. It was envisioned that the format of

the three Bilingual Public Workshops would accommodate visitors dropping by throughout each

evening. Community input was to be collected by recording comments on flipcharts, marking

up maps illustrating ICTC routes and service areas, and asking attendees to fill out comment

cards. Two Spanish speaking facilitators were to be present at the bilingual public workshops.

Attendees were to be given opportunities to provide input through conversation and/or written

comments.

The team also held informal bus stop workshops at a bus stop in each City in the afternoon

immediately preceding the bilingual public workshops. The purpose of the bus stop workshops

was to obtain input from passengers who may not be inclined to attend a public meeting. The

content and discussion items for the bus stop workshops was to be the same as the bilingual

public workshops.

2.2.5 Brawley Bilingual Public Open House

The Brawley Bilingual Public Open House was to be held to solicit feedback on the proposed

circulator route and proposed bus stop locations and schedules. This ensured the IVT Gold Line



would best serve passengers and achieved a broad consensus. The meeting was to be a 4-hour

bilingual public open house using the proposed circulator map and schedule to solicit feedback

during the same site visit as the internal ICTC workshop, but after the ICTC workshop so that

the proposed IVT Gold Line options have already been reviewed or modified by ICTC staff. The

meeting was to be held in or near a high-use bus stop or at a facility in central Brawley,

determined in consultation with ICTC.

The input from this meeting is included subsequently in this document.



2.3 Publicity and Communication Methods

Publicity and communication methods utilized throughout the public participation process were

used to illustrate the project and its public participation components as meaningful, relevant,

and time-sensitive action items. Project Fact Sheets, Press Releases, Social Media Posts, and

Email Blasts made use of already established knowledge-sharing venues and community

engagement tools. These methods were used to garner the highest level of participation and to

reach community members who have not already been identified as stakeholders in the project.

2.3.1 Project Fact Sheet

Objective: To provide information about the objectives for the proposed circulator services; to supply workshop schedule/location information.

The Project Fact Sheet was to be provided in electronic format, suitable for website posting,

email distribution, and printing. There were to be a maximum of 400 8 ½” x 11” color, double-

sided fact sheets to be distributed at outreach meetings and stakeholder interviews to help

publicize workshops.

2.3.2 Press Releases

Objective: To utilize the ability, skill, and tools of local media outlets to tell an interesting story about the project and garner additional public participation; to access an already established, community-specific audience.

Local media can provide some of the best means for disseminating project information and

increasing awareness by a greater number and diversity of people. Press releases publicize

project information and public input opportunities. Two press releases were made in advance of

the Bilingual Public Workshops and the Brawley Bilingual Public Open House.

2.3.3 Social Media Posts

Objective: To utilize already-established social media sites in order to reach widest audience and garner additional public participation.

Social Media and networking sites like Imperial Valley College’s Facebook page were to be

utilized to publicize Bilingual Public Workshops and the Brawley Bilingual Public Open House.

These posts were to be engaging and illustrate the project and its public participation

components as meaningful, relevant, and time-sensitive action items.

2.3.4 Email Blasts

Objective: To utilize already established contact lists to generate awareness of the project and participation opportunities by a greater number and diversity of people.

Email Blasts publicize project information and public input opportunities. Two email blasts were

to be made in advance of the Bilingual Public Workshops and the Outreach



Meetings/Stakeholder Interviews with Local Elected Officials. The content of these emails was

provided by AECOM to ICTC for their dissemination to ensure utilization of already established

contact lists to generate greater awareness and participation.



3.0 PUBLIC OUTREACH ACTIVITIES

The following sections present a synopsis of public input received during initial public outreach

efforts conducted to help guide development of the Imperial County Transportation

Commission (ICTC) Specific Operational Analysis. More than 502 people participated in public

outreach activities, which occurred in March and April 2013. These public outreach activities

included an origination-destination survey, outreach meetings, stakeholder interviews, bilingual

bus stop workshops, and bilingual public workshops.

3.1 About ICTC

As the state-designated Regional Transportation Planning Agency for Imperial County, the ICTC

is responsible for developing and updating a variety of transportation plans and for allocating

the federal and state funds to implement them. The ICTC also contracts with transit operators

to provide the Imperial Valley Transit fixed-route bus service, the Americans with Disabilities

Act (ADA) paratransit services throughout the county, and the West Shores Dial-a-Ride. The

cities offer dial-a-ride services in Brawley, Calexico, El Centro, and Imperial. In addition,

specialized service is available for the elderly, the disabled, and for others who need

transportation to medical facilities in San Diego County.

3.2 Overview of the Circulator Bus Design Project

The Circulator Bus Design Project aims to provide riders in Brawley, Imperial, and Calexico with

enhanced coverage within each community, as well as efficient connections to the main Imperial

Valley Transit (IVT) bus routes. IVT currently has main routes that provide service between cities

in Imperial County. The new circulator routes would allow IVT’s main routes to run more

frequently. Travel times for some main line routes would become shorter because mainline

buses would no longer need to circulate through individual communities in order to provide

coverage to riders.

The three proposed routes—the IVT Gold Line in Brawley, Orange Line in Calexico, and Red Line

in Imperial—would mean more extensive coverage in each community and timed transfers with

the main IVT bus routes at transfer stations in each community. It is anticipated that the IVT

Gold Line in Brawley would be launched in fall 2013 and the other two routes would follow as

soon as funding is acquired.

The graphic below depicts the steps associated with the Circulator Bus Design Project and the

public input opportunities associated with each step. The public outreach activities summarized

in this document are part of Step 1: Data Collection and Review.



The public outreach activities conducted during Data Collection and Review included preparing

a Project Fact Sheet and conducting an Origination and Destination Survey, outreach meetings,

stakeholder interviews, bilingual bus stop workshops, and bilingual public workshops. Each of

these outreach tasks focused on identifying transit service issues and ideas for improving

ICTC’s existing service. More than 502 people participated in these outreach activities. Ideas

and issues raised by participants during the public outreach effort will help guide the analysis

of existing conditions and the development of service concepts and guidelines.



3.3 Overview of Public Participation Events, Focus, and Attendance

Multiple public participation options were provided during initial public outreach to make it as

easy as possible for interested individuals to provide input. The chart below summarizes these

participation options.

Participation Opportunity Event Details Number of Participants

Origination–Destination Survey

Onboard bilingual survey of existing riders to profile their travel behaviors, including origin and destination, trip purpose, frequency of riding, and other relevant behavioral and attitudinal measures.

Bus Routes 1, 2, 21, 31, and 32

March 11–16, 2013

426

Outreach Meetings and Stakeholder Interviews

Small focus-group-style meetings with groups organized by similar interests and stakeholders, with open-ended discussion questions leading the conversation.

Brawley Chamber of Commerce Monday, March 18, 2013

Calexico Carmen Durazo Cultural Arts Center

Tuesday, March 19, 2013

Senior Center at Imperial City Hall Tuesday, March 19, 2013

13

25

10

Bilingual Bus Stop Workshops

The project team visited several bus stops within Imperial County to get perspectives on public transportation directly from riders.

Imperial Monday, April 22, 2013

2:30–4:30 pm Barioni Blvd. and Imperial Ave.

Calexico

Tuesday, April 23, 2013 2:30–4:30 pm 3

rd and Paulin

Brawley

Wednesday, April 24, 2013 2:30–4:30 pm

E Street and Rio Vista

16

63

20

Bilingual Public Workshops

Participants moved around the room to visit different stations and share their input regarding circulator bus route design, request new stops, and share how ICTC can best serve existing and potential passengers.

Senior Center at Imperial City Hall Monday, April 22, 2013

5:00–7:00 pm

Calexico Camarena Public Library Tuesday, April 23, 2013

5:00–7:00 pm

Brawley City Council Chambers Wednesday, April 24, 2013

5:00–7:00 pm

4

14

1

Total Participants 502



3.3.1 Origination–Destination Survey

The origination-destination survey was designed to provide a statistically reliable profile of

existing IVT riders’ travel characteristics, including trip origins and destinations, trip purposes,

frequency of ridership, and other relevant factors. The survey was completed by 426 riders,

selected by a stratified, two-stage cluster sampling technique that considered bus route,

direction, day of week, and time of day to select buses for surveying. This approach provided a

representative sample of primary units (buses) for the system. Once onboard, secondary units

(individual riders) were selected using an interval-based method. Quotas were established for

each stratum to ensure that the number of interviews completed per strata were proportional to

overall ridership based on data provided by ICTC. Riders were provided with the option to

complete the self-administered survey in English or Spanish. Interviews were conducted

between March 11 and 16, 2013. This survey was provided under separate cover as Survey of

Bus Riders published June 4, 2013 and submitted along with this document.

3.3.2 Outreach Meetings and Stakeholder Interviews

Outreach meetings and stakeholder interviews are central components of the ICTC Circulator

Bus Design Project’s community outreach process. The general purpose of these events was to

provide information about the circulator design process and solicit input about the potential

circulator design in each community. Specific objectives of the outreach meetings and

stakeholder interviews were to provide a forum to build relationships; disseminate accurate

information about the transit planning process and participation opportunities; and identify

municipal concerns, economic development issues, potential new trip generators, potential

changes in land use that may affect trip patterns, and other related issues. To allow for the

broadest range of participation, interviews were held in both English and Spanish.

Individual and group stakeholder interviews were held on March 18 and 19, 2013. A combined

total of 48 stakeholders participated in the interviews held in Brawley, Calexico, and Imperial.

3.3.3 Bilingual Bus Stop Workshops

The main objectives of the bilingual bus stop workshops were to inform the public about the

proposed circulator services and to collect input to help design the circulator routes to best

serve the existing and potential passengers. The bus stop workshops were informal, with

outreach staff gathering information by engaging with transit users who passed through the

bus stops throughout the day. Outreach staff held informal discussions in English and Spanish

in a convenient, comfortable environment at the bus stops identified in the chart above. By

being at bus stops, additional opportunities were created to hear from people who use ICTC

services who may not be inclined to attend formal outreach events.



3.3.4 Bilingual Public Workshops

The main objectives of the bilingual public workshops were to inform the public about the

proposed circulator services and collect input to help design the circulator routes to best serve

the existing and potential passengers. The bilingual public workshops were conducted in an

open house format. This format was selected to accommodate visitors dropping by throughout

the evening. Community input was collected by recording comments on flipcharts, marking up

maps with input that can help guide circulator development, and asking attendees to fill out

comment cards. Two Spanish-speaking facilitators were present at the public workshops.

Attendees were given opportunities to provide input through conversation and/or written

comments.



4.0 SUMMARY OF COMMUNITY INPUT

This section provides an overview of community input received through the origination-

destination survey, outreach meetings, stakeholder interviews, bilingual bus stop workshops,

and bilingual public workshops.

4.1 Key Findings from Rider Origin–Destination Survey

For what purposes are riders using the bus?

IVT riders are using the bus for a broad and balanced mix of trip purposes. Although school-

related trips (31%) and work trips (24%) collectively represent the majority of trips, a substantial

percentage of riders also reported making trips to visit a friend/relative (13%), go shopping

(14%), or for medical purposes (15%). Less than 5% of riders indicated that they were taking the

bus for recreation, dining, or other purposes not already stated above.

What cities/areas are the most common origins/destinations for bus trips?

Among the routes surveyed (Routes 1, 2, 21, 31, and 32), the most frequently cited cities of

origin were El Centro (28%) and Calexico (27%), followed by Brawley (15%), Imperial (14%), and

Mexicali (6%). Few riders indicated that their trip originated in Heber (5%), Calipatria (3%), or

another city not previously mentioned (3%).

The distribution of trip destinations was similar, with most located in El Centro (33%) or

Calexico (28%). Approximately 16% of trips were destined for Imperial, 13% for Brawley, and the

remainder destined for locations in Heber (2%), Mexicali (2%), Calipatria (2%), or another

area/city (4%).

For detailed maps of trip origins and destinations, see the Maps of Origins and Destinations

within Appendix A.

How are riders traveling to access bus service, and what modes are they using?

Nearly two-thirds of riders indicated that the distance they travel from their trip origin to access

bus service is short—a few blocks or less (66%), or between a few blocks and ¼ mile (16%).

Approximately 9% traveled a distance of ¼ to less than ½ mile, 4% a distance of ½ mile but less

than 1 mile, 4% a distance of 1 mile but less than 2 miles, and 1% traveled 2 miles or more to

reach their bus stop. Consistent with the short distances reported by most respondents, the

vast majority of riders (89%) indicated that they rode a bike to access bus service; others were

dropped off by someone (4%), took a different bus (2%), or used a different mode (1%) to access

bus service.

The patterns of distances traveled from the bus stop to their final destination, as well as mode

split, were similar. Approximately two-thirds (66%) of riders indicated that the distance was a

few blocks or less, and an additional 22% reported that the distance was between a few blocks

and ¼ mile. Approximately 7% traveled a distance of ¼ to less than ½ mile, 4% a distance of ½



mile but less than 1 mile, 1% a distance of 1 mile but less than 2 miles, and 0% traveled 2 miles

or more to reach their destination. Better than 9 out of 10 riders (92%) indicated that, upon de-

boarding, they would walk to their final destination. The remaining riders indicated they would

get picked up by someone (4%), ride a bike (3%), take another bus (1%), or carpool (less than

1%).

How common is the practice of transferring buses?

Transferring from one bus to another to complete a trip is a reasonably common practice

among IVT riders. Overall, one-third (33%) of riders surveyed indicated that a transfer had or

would occur as part of their current trip. Reported transfer rates were highest among riders who

were surveyed riding Route 1 South, Route 2 North, and Route 21 South.

What percentage of bus riders are “choice riders”?

Although many transit riders depend on transit as their only form of transportation, others are

termed “choice riders,” since they chose to ride transit even though they have access to a

vehicle. Overall, 12% of riders stated that they did have a car available but chose to ride the bus,

85% offered that they did not have a car available for the surveyed trip, and 3% were unsure or

unwilling to answer the question. When compared to their respective counterparts, individuals

who rode transit less often than once per week and those who were employed full-time were

most likely to report having a vehicle available for the trip that they chose to make by bus on

the day of the interview.

What aspects of bus service matter most to riders?

By a large margin, the reliability of bus service (buses operate on-time and according to

schedule) was the most important factor to riders overall, with 74% offering that it was among

the top-two most important aspects of bus service. Second-tier factors include speed (getting

to your destination in a reasonable amount of time: 32%) and availability (operating with

enough frequency to be available when needed: 30%).

When compared to the other factors noted above, the cost of bus fare and bus stops being

conveniently located were viewed as less important overall, being mentioned among the top-

two most important factors by 25% and 20% of riders, respectively.



4.2 Major Discussion Themes from Outreach Meetings and Workshops

4.2.1 Brawley

New Stops and Service Requested

The most requested locations for new bus stops were Walmart, Imperial Valley Mall, Costco,

Pioneer’s Hospital, pharmacies, and health care facilities/doctors’ offices. Several requests were

made for connections with Calexico, as there is a 24/7 urgent care facility there. Some

participants also felt that more service is needed in the north and northeastern areas of

Brawley. There are several low-income housing units on North Imperial and Flemming that do

not currently have service. There is also a convalescent home in the area that has been

permitted to build 60 new units.

Coordination with New Development and Downtown Regeneration

There are several areas within Brawley that are slated for new development. The area around

Walmart and Pioneer’s Hospital (commercial area near Dogwood) will see development in the

next 5 years. There is a new Florentine housing development on Panno Road currently being

built, with more housing developments expected in that general area. It was suggested several

times that the City Hall/Chamber of Commerce area would be a great location for the main

transfer center, as city leaders are trying to regenerate the downtown area. The extra foot

traffic from the transit center would provide economic opportunity for businesses in the

downtown area.

Seasonal Attractions and Scheduling

Due to the severe summer heat, it was suggested that there be a seasonal shift in the bus

routes and schedules. In the summer hours, riders usually run their errands later in the day to

avoid the afternoon heat. It was suggested that buses run later during those months (as late as

8 and 9 pm).

Several locations were suggested as summertime “hot spots” for Brawley. These include the

pool, Boys and Girls Club, branch library, Del Rio Community Center, and soccer fields/parks.

Special attention should be paid to the summertime hours and special events held by these

locations, especially the branch library that holds summer reading programs.

Availability of Information

On several occasions, participants commented on how difficult it is for them to get information

on bus routes and schedules. Branch library employees said that they have become bus

information centers, as many of their patrons go to them for information on the bus system.

Printed bus schedules and posted route maps and timetables at bus stops would be a great

improvement to riders. A bus route planner website was also suggested, as it would help riders

plan more complicated routes that have more than one transfer.



4.2.2 Calexico

New Stops and Service Requests

The most requested locations for new bus stops were Walmart, Denny’s, churches, medical

clinics and pharmacies, the downtown area, the movie theater, Holiday Inn Express, the swap

meet, Casa Retiro, banks, Nosotros Park (Kloke and Calexico), Imperial Irrigation District Office

(3rd and Imperial), community centers, Blair Academy (west side), high schools (particularly

those on the east side), and the senior center. It was also suggested that additional service be

provided to the San Diego State University (SDSU) extension campus, as the current buses are

overcrowded. An additional express bus would be a benefit to the student population.

The beginning of each month is a busier time for transit-dependent individuals, as bills are due

and they prefer to pay them in cash in person. Because of this, the bank, City Council

Chambers, and utility company offices are all very busy during the first week of the month. It

was requested that ICTC take this into consideration when it designs the bus route and

schedule.

Many participants also requested service on Saturdays and Sundays. This is particularly

important for those riders who visit family in Mexicali over the weekend and require public

transportation to return home on Sundays. It was also suggested that there be a limited

“medical line” running on the weekends to help transit-dependent riders get to their medical

appointments over the weekend.

Longer Running Hours

There were several requests for buses to run later each evening. There is a misconception by

some older adults that there are no evening buses. These riders miss meals and classes at the

senior center because they do not believe they have a ride available. Several SDSU and Imperial

Valley College (IVC) students also suggested that buses run later.

Existing Private Transportation Services and ICTC

Several participants expressed concern over the addition of a new line and potential

competition with private transportation services. These participants do not feel that money

should be given to “outside” transportation companies to create direct competition with local

businesses.

Overall Improvements

Several requests were made for air conditioning and more energy-efficient buses. Participants

also requested additional postings or pamphlets of bus routes and schedules.



4.2.3 Imperial

New Stops and Service Requests

Several requests were made for new stops at Walmart, Aten Road and La Brucherie Road, Pasa

del Sol homes, 7-11, National Beef, medical offices, Hillbrook School, Savannah Ranch, and

along Dogwood. Several requests for Sunday service were made. Some requests were also made

for stops along Aten and Rodeo, and Aten and La Brucherie.

Later service in the evening was requested by several participants to allow students to return

home easily after evening classes at IVC. Frequent service from IVC to downtown was also

requested, as it would bring more energy to the area and give students additional options for

food.

Coordination with New Development

There are several plans for new development within the City of Imperial. The airport will start

running several daily commuter flights to surrounding areas such as San Diego, Palm Springs,

Santa Barbara, and others. Circulator design should consider whether including a stop near the

airport would be beneficial.

The La Brucherie area in northwest Imperial will see more housing developments in the coming

years. City officials are also planning a city park in the northern area of Imperial. Some

participants would like to see future service in the north and northeast.

There is also a possibility that Naval Air Facility (NAF) El Centro will become a Naval Air Station,

meaning an increase in daily traffic in and out of the area, as well as an increase in population.

Additional bus service may need to be considered if this transition takes place.

Coordination with Downtown Revitalization

Through meetings with city officials, it was clear that one of their main priorities is downtown

revitalization. They are excited by the opportunity to have a bus circulator, and hope that it will

increase the presence of pedestrians, shoppers, and diners in the downtown area. As Imperial is

focusing on an “Early California” theme for its downtown, a request was made to have the bus

appear 1930s-1940s style. The main goal of Imperial’s downtown revitalization is to be

different than the surrounding communities and become a stopping place for people to enjoy a

good meal and ambience.

Community Events and Bus Scheduling

There are several events in Imperial throughout the year that future bus circulator scheduling

should take into consideration. There is a Farmer’s Market that shuts down Imperial Avenue for

several blocks in the downtown area during operating hours from October to March. There are

also two large events held in December—Christmas in a Small Town and Parade of Lights—that

would require a shift in the downtown bus circulator schedule.



Availability of Information

Several requests were made for additional postings of bus schedules and routes. Several

participants stated that they would ride the bus more often if they knew more about the

system. A request was also made for a “trip planner” service where riders could plan their

routes and know how long it would take them to get to where they would like to go.



5.0 ANALYSIS OF EXISTING CONDITIONS

ICTC recently completed a regional Short Range Transit Plan (SRTP) which recommended

improvements to and expansion of the existing route network, as well as the implementation of

several new circulator services. The Imperial Valley Transit system is a multi-centered network

based around several communities and using multiple modes (fixed route service, circulators,

demand response services). Proposed circulators from the SRTP include new routes in Brawley

(Gold Line), Imperial (Red Line) and Calexico (Orange Line), and are part of a longer term

planning effort going back to the county’s Regional Transit Vision in 2000. ICTC has applied for

and been approved for a grant for the Gold Line, and is seeking funding for the Red and Orange

Lines.

Both fixed route and demand response bus service is offered in Imperial County, funded and

provided by a variety of different organizations, both public and private. Public transit services

are overseen or administered by ICTC, the Imperial County Transportation Commission, and

include fixed route, deviated fixed route, lifeline, circulator, and demand response services.

Additionally, privately funded and operated, for-profit transit service is provided by Calexico

Transit System (local circulator routes within Calexico) and Numero Uno Shuttle (fixed route

service connecting the US-Mexican border in Calexico with El Centro).

Public transit service in Imperial County includes the following:

Fixed route service, including intercity routes connecting most Imperial Valley towns, is

operated as Imperial Valley Transit by First Transit, Inc.

Urban circulator services, currently comprising the Blue and Green Lines in El Centro,

which have timed connections with the intercity routes. These routes are also operated

by First Transit, Inc. as a part of Imperial Valley Transit, but are specially branded.

ADA complementary paratransit service, branded IVT Access (formerly AIM Transit), is

operated throughout a service area covering most of the Imperial Valley, and is also

operated by First Transit, Inc.

Limited paratransit service, branded Med-Express, is operated between designated

locations in Brawley, El Centro and Calexico and medical facilities in San Diego County.

This service is operated by ARC – Imperial Valley.

Dial-A-Ride service provides point-to-point transit service in five defined areas,

including El Centro, Calexico, Brawley, Imperial and the West Shores area (west of the

Salton Sea). Service in Calexico is operated by First Transit, Inc., service in El Centro,

Imperial, and the West Shores is operated by ARC – Imperial Valley, and service in

Brawley is operated by Sunrise Driving Services. Service in Brawley and the West Shores

area is available to the general public; in El Centro, Calexico and Imperial it is limited to

seniors and disabled persons.



This memorandum describes the overall transit environment in each of the three cities for

which circulators are planned: Brawley, Calexico and Imperial. For each city, the following

information is provided:

Community characteristics such a population, generators and major development

projects

Review of existing transit services, including:

o Imperial Valley Transit service

o Private transit services

o Taxi service

o Demand response or “Dial-A-Ride” services

o Transit network summary and evaluation

Evaluation of needs and opportunities

For further detail on existing transit conditions in Imperial County, refer to the FY 2010-11

Short Range Transit Plan that was completed in March 2012 for the Imperial County

Transportation Commission.



5.1 Brawley

Brawley is the third-largest city in Imperial County, with an estimated 25,567 residents in 2012,

according to the U.S. Census Bureau. This section includes basic census data describing

Brawley, a summary of the existing transit services in Brawley, and an evaluation of transit

needs and opportunities.

5.1.1 Community Characteristics

Brawley is located approximately 14 miles north of El Centro, the county seat of Imperial

County. It includes one post-secondary institution—the American Beauty Academy—and

numerous major employers including the City of Brawley, the Brawley Union High School

District, National Beef – Brawley, E-Z Labor Harvesting Inc., Spreckles Sugar Co. and the Sahara

Packing Co. Major retail centers include the Westgate Shopping Center on West Main Street

(including Vons and Rite Aid) and the Walmart on Highway 86, as well as some retail along Main

Street near City Hall. Medical facilities include the Pioneers Health Center, Clinicas de Salud del

Pueblo, and the Brawley Senior Center.

According to the U.S. Census, the City of Brawley grew in population by approximately 13

percent between 2000 and 2010. The table below includes those characteristics which are

generally considered to have the greatest impact on transit demand, including youth and senior

populations, zero-car households, median income and population below the poverty level, and

unemployment. The population of Brawley is comprised of approximately one-third youth

(under the age of 18), one-tenth seniors (age 65 or older), and 15 percent zero-car

households—these rates are slightly higher than the California and Imperial County averages

for youth and zero-car households, but slightly below the state and county averages for percent

seniors. The median household income for Brawley was $36,233, falling somewhat below the

county average of $39,402, and at less than 59 percent of the California state average of

$61,632. Along a similar vein, 26 percent of Brawley residents were living below the poverty

level, which is slightly more than the Imperial County average of 23 percent and substantially

greater than the California state average of 14 percent. Unemployment in the City of Brawley

tied the county as a whole, at 13 percent, almost double the California state unemployment rate

of seven percent.

Table 5-1 summarizes pertinent U.S. Census data for the City of Brawley, as compared to

Imperial County and the State of California. In the table, Census data was used for 2000 and

2010 populations; however, the American Community Survey 2005-9 (5 years) was used for

zero-car households and percent unemployed, while the American Community Survey for

2007-11 (5 years) was used for other metrics.



Table 5-1: U.S. Census Data - Brawley, CA

Brawley Imperial County California

2000 Population 22,096 142,361 33,871,648

2010 Population 24,953 174,528 37,253,956

2000-2010 Growth 13% 23% 10%

Percent Youth (2007-11) 33% 29% 25%

Percent Seniors (2007-11) 10% 11% 12%

Percent Zero-Car Households (2005-9) 15% 11% 10%

Median Houshold Income (2007-11) $36,233 $39,402 $61,632

Percent of Population below Poverty Level (2007-11) 26% 23% 14%

Percent of Labor Force Unemployed (2005-9) 13% 13% 7%

Of the three cities included in the Circulator Bus Design Project (Brawley, Calexico and Imperial),

Brawley is growing at the slowest rate. Current development projects are generally focused on

the southwest side of town, spanning either side of Highway 86 and to the west of Dogwood

Road. This development includes residential units as well as the Walmart.

Regarding transit service in Brawley, the Brawley Transfer Center is moving from its current

location at Rio Vista Avenue and E Street (adjacent to the Westgate Shopping Center) to South

Plaza and G Streets in the center of town.

5.1.2 Review and Evaluation of Existing Transit Services

Currently, Brawley is served by numerous IV Transit fixed route services, the Brawley Dial-A-

Ride and IVT Access demand response services, and taxi service. Figure 5-1 shows existing

fixed route IV Transit service in Brawley. Both the current Brawley Transfer Center at Rio Vista

Avenue and E Street and the proposed Brawley Transfer Center at South Plaza and G Streets are

shown.

Figure 5-1: Existing Fixed Route Service in Brawley



Imperial Valley Transit Service

Imperial Valley Transit (IV Transit) provides fixed route bus service throughout Imperial County,

including several routes that serve Brawley. These routes, which were shown in Figure 2-1,

include:

Route 2 El Centro-Niland – Route 2 connects El Centro (14th Street and State Street, where

transfers are available to other routes) and Niland via Imperial Valley College, Imperial,

Brawley, Westmorland and Calipatria. More trips are operated between El Centro and

Brawley than between Brawley and Niland—five northbound and four southbound weekday

trips, and four northbound and three southbound Saturday trips operate only between El

Centro and the Brawley Transfer Center.

– Service operates seven days per week (Sunday service implemented in Fall 2013)

– Every 70 minutes weekdays

– Annual ridership 178,806

– Daily ridership 792 weekdays, 285 Saturdays

– Stops in Brawley along Highway 86, K Street, Palm Avenue, Main Street and at the

Brawley Transfer Center at E Street and Rio Vista Avenue

Route 22 IVC Express - This route provides service to the Imperial Valley College (IVC) from

areas to the north, including Niland, Calipatria, Westmorland and Brawley on days when

class is in session. Two trips are provided to the school during the morning and two return

trips are provided during the afternoon.

– Service operates IVC School Days Only

– 2 southbound AM and 2 northbound PM trips


– Daily ridership 53 weekdays

– Stops in Brawley along Main Street and at the Brawley Transfer Center at E Street

and Rio Vista Avenue

Route 31/32 Calexico Direct –This route provides “direct” service on weekdays between

Brawley and Calexico via California 111, bypassing El Centro, Imperial and Heber. It

functions as an express route and requires a premium fare. Two northbound and two

southbound trips are provided during the morning, and again in the evening. This route

allows passengers to travel a distance that could take more than two hours on local routes

(Routes 1 and 2, with a transfer in El Centro) in 35-40 minutes.

– Service operates Monday through Friday

– 2 AM round trips and 2 PM round trips



– Stops in Brawley at the Brawley Transfer Center at E Street and Rio Vista Avenue



Route 41 Brawley Fast – This route provides one express trip from Brawley to the transfer

location at 14th Street and State Street in El Centro on weekday mornings. This allows those

living in Brawley to make early morning connections in El Centro and reach transfers or jobs

in El Centro before 7:30 AM. The route makes a stop along the way at the Post Office in

Imperial and requires a premium fare.


– 1 southbound AM trip to El Centro



– Stops in Brawley at the Brawley Transfer Center at E Street and Rio Vista Avenue

Route 51 Bombay Beach – Route 51 serves connects Bombay Beach and the communities

east of the Salton Sea with Niland, Calipatria and Brawley, allowing transfers to Route

50/200 for travel further south to El Centro. This route operates on Thursdays only and

provides one southbound trip during the morning and one return, northbound trip during

the evening. The route follows California 111 between Brawley and Bombay Beach with a

diversion to the Fountain of Youth Spa.

– Service operates Thursdays Only

– 1 southbound AM and 1 northbound PM trip

– Annual ridership 353

– Daily ridership 8 Thursdays

– Stops along Main Street, 8th Street (Old Highway 111), and at the Brawley

Transfer Center at E Street and Rio Vista Avenue

Figure 5-2 shows origins and destinations in Brawley from the rider survey conducted in spring

2013. This information was discussed further in Technical Memorandum 2 - Public Outreach

and Origin-Destination Survey.

Figure 5-2: Brawley Origin-Destination Survey Results



The fare structure for IV Transit service is as follows. The region is divided into six zones—

Brawley is in Zone 3 with Westmorland. For service within one zone, the cash fare is $1.00 per

person, $0.50 for seniors/disabled. For service anywhere in the region (two or more zones), the

cash fare is $1.25 per person, $0.65 for seniors/disabled. Discounted tickets are available in

booklets of 20 for $16.00 (single zone) or $20.00 (all zones) for regular passengers, or for

$10.00 (single zone) or $15.00 (all zones) for senior/disabled passengers. While Federal law

mandates that senior (age 60 and up for IV Transit, as opposed to age 65 under Federal law)

and disabled passengers pay only 50 percent of the regular fare during the off-peak periods,

this discount is extended to IV Transit passengers during the peak periods as well.

Premium services have a slightly different fare structure. Route 31/32 “Direct” service requires a

premium fare of $2.50, while the Route 41 “FAST” service requires a fare of $2.25. The IVC

Express routes charge a fare of $1.75 for the general public, while students pay a discounted

fare of $1.25.

Transfers are free between routes, except to/from the Blue and Green Line circulators, which

are operated under a different contract and require an additional full fare.

Private Transit Service

There is currently no private transit service (e.g., transit service that is not overseen by ICTC),

either fixed route or demand response, within the City of Brawley.

Taxi Service

Taxi service in Brawley is provided by the Brawley Taxi Cab Company and White Cab.

Demand Response/Other Services

There are currently three demand-response transit services that operate within the City of

Brawley, each of which serves a different market and each of which is operated under a separate

contract by a separate operator. These services are seen as complementary to fixed route bus

service, and would not be replaced by the proposed Gold Line circulator. Demand response

services in Brawley include:

Brawley Dial-A-Ride is curb-to-curb demand-response bus service that is contracted by the

City of Brawley (through ICTC) to Sunrise Driving Services. This service operates only within

the Brawley city limits. It operates on weekdays only, from 7:00 AM to 5:00 PM, and is

available to the general public, serving approximately 100 trips on a typical day.

IVT Access is a curb-to-curb, ADA complementary paratransit service that operates seven

days per week, within ¾ of a mile of IV Transit fixed routes. This service is funded by ICTC

and operated by First Transit Inc.



Med-Express is a non-emergency, medical transportation service that connects points in

Brawley and El Centro with medical facilities in San Diego. This service is provided four days

per week and is operated by ARC-Imperial Valley.

5.1.3 Evaluation of Needs and Opportunities

Following are needs and opportunities for a circulator service in the City of Brawley. This list

was compiled through review of the Short Range Transit Plan, the public outreach process,

stakeholder engagement, community meetings and the passenger survey conducted for this

project.

Desire for a local and consistently reliable transit service within the community—existing IV

Transit fixed routes are often quite long, and congestion or other delays that occur in one

community can impact service elsewhere.

Circulator service should be designed to coordinate with IV Transit fixed route service. In

Brawley, the Gold Line service should be coordinated with southbound Route 2 service

during the morning and northbound Route 2 service during the afternoon. Timed transfers

will facilitate shorter overall travel times by minimizing wait times for passengers.

Timing service with existing fixed routes can have an impact on how far afield the

circulators can go/how lengthy the circulator routes can be.

The public outreach process identified a lack of existing fixed route service to the Walmart

on Highway 86.

Newer communities surrounding the Pioneers Medical Center (across from Walmart) were

identified as common origins and destinations during the origin-destination survey, but are

not currently served by fixed route service.

Communities in the northwestern portion of Brawley were identified as common origins and

destinations in the rider survey, but are not currently served by an IV Transit fixed route.



5.2 Calexico

Calexico is the second-largest city in Imperial County, with a 2012 population of approximately

39,310 residents according to U.S. Census Bureau estimates. This section includes basic census

data describing Calexico, a summary of the existing transit services in Calexico, and an

evaluation of transit needs and opportunities.


Calexico is located approximately ten miles south of El Centro, the county seat of Imperial

County. Located on the Mexican border across from the Mexican city of Mexicali (population

689,775 in 2010) Calexico contains one border crossing facility, with a second located

approximately seven miles to the east, and thus the US Immigration and Customs Enforcement

(ICE) and US Department of Homeland Security are major employers in the area. Calexico also

includes one post-secondary academic institution, San Diego State University – Imperial Valley,

Major employers also include the City of Calexico, the Calexico Unified School District, and the

Clinicas de Salud del Pueblo medical facility. Key shopping centers include Walmart, Food 4

Less, the Gran Plaza Outlets, and downtown Calexico (near the Calexico Transfer Center).

According to the U.S. Census, the City of Calexico grew in population by approximately 43

percent between 2000 and 2010. The table below includes those characteristics which are

generally considered to have the greatest impact on transit demand, including youth and senior

populations, zero-car households, median income and population below the poverty level, and

unemployment. The population of Calexico is comprised of approximately 31 percent youth

(under the age of 18), 11 percent seniors and 12 percent zero-car households—slightly greater

in proportion of youth and on par in proportion of seniors and zero-car households with county

and state averages. The median household income for Calexico was $35,988, somewhat below

the county’s median income of $39,402, and 58 percent of the state’s median income of

$61,632. Correspondingly, the poverty level in Calexico was 24 percent of the population,

slightly greater than the county’s rate of 23 percent, and ten percentage points higher than the

state rate of 14 percent. Unemployment was consistent with the county at 13 percent, nearly

double the state’s average unemployment rate of seven percent.

In the table below, Census data was used for 2000 and 2010 populations; however, the

American Community Survey 2005-9 (5 years) was used for zero-car households, while the

American Community Survey for 2007-11 (5 years) was used for other metrics.



Table 5-2: U.S. Census Data - Calexico, CA

Calexico Imperial County California

2000 Population 27,109 142,361 33,871,648

2010 Population 38,572 174,528 37,253,956

2000-2010 Growth 43% 23% 10%

Percent Youth (2007-11) 31% 29% 25%

Percent Seniors (2007-11) 11% 11% 12%





The City of Calexico is currently experiencing somewhat rapid growth, with a 43 percent

increase in population over the last decade. This growth is generally taking place just within the

northern perimeter of the city along Cole Road. Additionally, the Gran Plaza Outlets will open on

November 15, 2013 on West 2nd Street in the southwestern portion of the city. An off-

reservation tribal casino is also planned by the Manzanita Band of Kumeyaay Indians along

Highway 111 just north of Calexico.


Currently, Calexico is served by IV Transit fixed route service, the Calexico Dial-A-Ride and IVT

Access demand response services, private transit service from Calexico Transit Service and

Numero Uno Shuttle, and taxi service. Figure 5-3 shows existing fixed route IV Transit service

in Calexico. The individual routes are discussed subsequently.

Figure 5-3: Existing Fixed Route Service in Calexico





including several routes that serve Calexico. These routes, which were shown in Figure 3-1,

include:

Route 1 El Centro-Calexico – Route 1 El Centro with Calexico, serving Heber and the Imperial

Valley Mall in between. This route is the busiest in the system, accounting for 49 percent of

total trips - some northbound trips exceed 70 passengers. Service operates six days per

week on minimum 70-minute headways, with 35-minute headways throughout much of the

day on weekdays. Southbound service operates from downtown El Centro to downtown

Calexico roughly via California 86 and 4th Street, Danenberg Road, Dogwood Road, Heber

Avenue, and California 111. Northbound trips operate a loop through Calexico, then retrace

the southbound route back to El Centro.

Service operates seven days per week (Sunday service implemented in Fall 2013)

Every 35 minutes weekdays

Annual ridership 288,098

Daily ridership 1,061 weekdays, 369 Saturdays

Stops in Calexico along Scaroni Road, Birch Street, Kloke Road, Grant Street,

Emerson Avenue, Third Street, Mary Avenue, Fifth Street, Encinas Avenue, Birch

Street and Rockwood Avenue, including the Calexico Transfer Center at Third

Street and Paulin Avenue

Route 21 IVC Express - This route directly connects the Imperial Valley College with

Calexico, eliminating the need to transfer in El Centro. Route 21 operates on schooldays

only, and charges a premium fare. The route operates a similar loop at its southern end as

Route 1, allowing for the pickup and distribution of passengers throughout Calexico.


– 6 northbound AM and 4 southbound PM trips



– Stops in Calexico along the same loop served by Route 1, including the Calexico

Transfer Center at Third Street and Paulin Avenue



Route 31/32 Brawley Direct –This route provides “direct” service on weekdays between

Brawley and Calexico via California 111, bypassing El Centro, Imperial and Heber. It

functions as an express route and requires a premium fare. Two northbound and two

southbound trips are provided during the morning, and again in the evening. This route

allows passengers to travel a distance that could take more than two hours on local routes

(Routes 1 and 2, with a transfer in El Centro) in 35-40 minutes.


– 2 AM round trips and 2 PM round trips



– Stops in Calexico at the Calexico Transfer Center at Third Street and Paulin

Avenue

Figure 5-4 shows origins and destinations in Calexico from the rider survey conducted in

spring 2013. This information was discussed further in Technical Memorandum 2 - Public

Outreach and Origin-Destination Survey.

Figure 5-4: Calexico Origin-Destination Survey Results




Calexico is in Zone 5 with Heber. For service within one zone, the cash fare is $1.00 per person,

$0.50 for seniors/disabled. For service anywhere in the region (two or more zones), the cash

fare is $1.25 per person, $0.65 for seniors/disabled. Discounted tickets are available in

booklets of 20 for $16.00 (single zone) or $20.00 (all zones) for regular passengers, or for

$10.00 (single zone) or $15.00 (all zones) for senior/disabled passengers. While Federal law

mandates that senior (age 60 and up for IV Transit, as opposed to age 65 under Federal law)

and disabled passengers pay only 50 percent of the regular fare during the off-peak periods,

this discount is extended to IV Transit passengers during the peak periods as well.




fare of $1.25.




Private transit service in Calexico is operated by Calexico Transit Service and Numero Uno

Shuttle. Calexico Transit Service operates two deviated, fixed loop routes within the City of

Calexico (shown in Figure 3-3) for a fare of $1.25. These routes operate seven days per week,

with the main route (CTS 1 on the map) running from 7:00 AM to 7:00 PM with service

approximately every 30 minutes, and the second route (CTS 2 on the map) running hourly from

8:00 AM to 3:00 PM. The Calexico Transit Service terminal is located at First Street and

Heffernan Avenue.

Numero Uno Shuttle operates 14 daily round-trips between Calexico and El Centro with stops at

the Calexico Greyhound Station, Heber Post Office, Lucky (grocery store, El Centro), Chico’s (El

Centro), the El Centro Greyhound Station and Chevron in El Centro. Service operates

approximately hourly between 6:00 AM and 8:00 PM. The Calexico stop is at the Greyhound

Station at First Street and Paulin Avenue.

Figure 5-5: Calexico Transit Service Fixed Routes



Taxi Service

Taxi service in Calexico is provided by the Calexico Taxi Company and the California Cab

Company.



Calexico, each of which serves a different market and each of which is operated under a

separate contract by a separate operator. These services are seen as complementary to fixed

route bus service, and would not be replaced by the proposed Orange Line circulator. Demand

response services in Calexico include:

Calexico Dial-A-Ride is curb-to-curb demand-response bus service that is contracted by the

City of Calexico (through ICTC) to First Transit Inc. This service operates only within the

Calexico city limits. It operates seven days per week, from 8:00 AM to 5:00 PM, and is

available only to senior and disabled passengers. The Calexico Dial-A-Ride serves

approximately 116 passenger trips trips on a typical day.








Following are needs and opportunities for a circulator service in the City of Calexico. This list



project.





Calexico, the Orange Line service should be coordinated with northbound Route 1 service

during the morning and southbound Route 1 service during the afternoon. Timed transfers




Coordination with Route 1 service will mean a slight duplication/platooning of service, but

not along the entire route. Also, the Orange Line will serve key destinations like Walmart

and Gran Plaza that are not currently served by IV Transit fixed route service. Crowding on

existing Routes 1 and 21 in Calexico likely warrants the additional service provided by the

Orange Line.



Public outreach confirmed the lack of IV Transit coverage to the Walmart, and the

forthcoming Gran Plaza.

It was identified that IV Transit does not cover neighborhoods in the eastern portion of the

City of Calexico, east of Encinas Avenue; however, CTS provides coverage of this area

through its service along Andrade Avenue.

IV Transit does not currently serve businesses along the northern end of Scaroni Road

within the City of Calexico (e.g., the Clinicas de Salud del Pueblo, Calexico 10 Theatres,

Holiday Inn Express, Applebees).



5.3 Imperial

Imperial is the fourth-largest city in Imperial County, with approximately 15,665 residents in

2012 according to U.S. Census Bureau estimates. This section includes basic census data

describing Imperial, a summary of the existing transit services in Imperial, and an evaluation of

transit needs and opportunities.


Imperial is located immediately to the north of El Centro, the county seat of Imperial County. It

is a small but rapidly growing community surrounding the Imperial County Airport—the older

portion of town is located just north of the airport, while areas to the south, east and west of

the airport are quickly developing. Other major employers in Imperial include the government

of the City of Imperial, the Imperial Unified School District, U.S. Immigration and Customs

Enforcement (ICE) and the U.S. Department of Homeland Security, the Imperial Irrigation

District, and Guy Evans, Inc. While there is little retail located within the borders of the City of

Imperial, Walmart, Target, Kmart, Lowe’s, Costco and Food 4 Less are all located along Highway

86 in northern El Centro, within one mile of the southern boundary of the City of Imperial.

Imperial Valley College, the county’s only community college, is located approximately four

miles east of the City of Imperial at Highway 111 and Aten Road.

The City of Imperial is growing rapidly—according to the U.S. Census, the city nearly doubled in

size between 2000 and 2010, increasing from 7,418 to 14,759 residents. Table 4-1 includes

those characteristics which are generally considered to have the greatest impact on transit

demand, including youth and senior populations, zero-car households, median income and

population below the poverty level, and unemployment. The population of Imperial is

comprised of approximately 33 percent youth (under the age of 18), seven percent seniors and

four percent zero-car households—slightly greater in proportion of youth and lower in

proportion of seniors and zero-car households than county and state averages. The median

household income for Imperial was $57,152, much higher than the county’s median income of

$39,402, and just below the state’s median income of $61,632. The poverty level in Calexico

was 16 percent of the population, lower than the county’s rate of 23 percent, but two

percentage points higher than the state rate of 14 percent. Unemployment was 11 percent,

below the county’s average of 13 percent but above the state average of seven percent.

In the table below, Census data was used for 2000 and 2010 populations; however, the

American Community Survey 2005-9 (5 years) was used for zero-car households, while the

American Community Survey for 2007-11 (5 years) was used for other metrics.



Table 5-3: U.S. Census Data - Imperial, CA

Imperial Imperial County California

2000 Population 7,418 142,361 33,871,648

2010 Population 14,758 174,528 37,253,956

2000-2010 Growth 99% 23% 10%

Percent Youth (2007-11) 33% 29% 25%

Percent Seniors (2007-11) 7% 11% 12%





Of the three cities included in the Circulator Bus Design Project (Brawley, Calexico and Imperial),

Imperial is growing at the fastest rate—99 percent from 2000 to 2010. Growth is occurring in

nearly every direction, but east and west of the old village, as well as to the southeast and

southwest of the airport. Additionally, a new Holiday Inn has been constructed in the northern

part of the city along Highway 86, and a new regional park is planned for the northwestern

portion of the city. Growth in retail stores—particularly big box stores—is occurring in the

southern portion of the city along Highway 86 on both the Imperial and El Centro sides of the

city line.


Currently, Imperial is served by IV Transit fixed route service, the Imperial Dial-A-Ride and IVT

Access demand response services, as well as taxi service. Figure 5-6 shows existing fixed route

IV Transit service in Imperial. The individual routes are discussed subsequently.

Figure 5-6: Existing Fixed Route Service in Imperial





including several routes that serve Imperial. These routes, which were shown in Figure 4-1,

include:

Route 2 El Centro-Niland – Route 2 connects El Centro (14th Street and State Street, where

transfers are available to other routes) and Niland via Imperial Valley College, Imperial,

Brawley, Westmorland and Calipatria. More trips are operated between El Centro and

Brawley than between Brawley and Niland—five northbound and four southbound weekday

trips, and four northbound and three southbound Saturday trips operate only between El

Centro and the Brawley Transfer Center.

– Service operates seven days per week (Sunday service implemented in Fall 2013)

– Every 70 minutes weekdays



– Stops in Imperial along Imperial Avenue, Worthington Road, Highway 111, Aten

Road and LaBrucherie Road, including the Imperial Post Office at Imperial Avenue

and Worthington Road (Barioni Boulevard)

Route 3 El Centro-Holtville – Route 3 connects El Centro with Holtville, located on California

115 to the east of El Centro, via southern Imperial and the Imperial Valley College. Five

round trips are available Monday through Friday between Holtville and El Centro, with

additional service on Wednesdays to Winterhaven (in the remote zone) – travel is available

from Winterhaven to El Centro as part of the first westbound trip of the day, and from El

Centro to Winterhaven on the last eastbound trip of the day.

– Service operates Monday through Saturday

– 5 weekday round trips and 2 Saturday round trips



– Stops in Imperial along LaBrucherie Road, Aten Road and Cross Road and at the

Imperial Valley College

Route 21 IVC Express - This route directly connects the Imperial Valley College with

Calexico, eliminating the need to transfer in El Centro. Route 21 operates on schooldays

only, and charges a premium fare. The route operates a similar loop at its southern end as

Route 1, allowing for the pickup and distribution of passengers throughout Calexico.


– 6 northbound AM and 4 southbound PM trips



– Stops at the Imperial Valley College



Route 22 IVC Express - This route provides service to the Imperial Valley College (IVC) from

areas to the north, including Niland, Calipatria, Westmorland and Brawley on days when

class is in session. Two trips are provided to the school during the morning and two return

trips are provided during the afternoon.


– 2 southbound AM and 2 northbound PM trips



– Stops at the Imperial Valley College

Route 41 Brawley Fast – This route provides one express trip from Brawley to the transfer

location at 14th Street and State Street in El Centro on weekday mornings. This allows those

living in Brawley to make early morning connections in El Centro and reach transfers or jobs

in El Centro before 7:30 AM. The route makes a stop along the way at the Post Office in

Imperial and requires a premium fare.


– 1 southbound AM trip to El Centro



– Stops in Imperial at the Imperial Post Office at Imperial Avenue and Worthington

Road (Barioni Boulevard)

Green Line - The Green Line is the counterpart to El Centro’s other circulator, the Blue Line,

providing weekday local service in El Centro. While the Blue Line serves more locations in

the southern portion of the city, the Green Line serves more in the northern part, as well as

the southern portion of Imperial. The Green Line operates on 70-minute headways and

offers connections with the Blue Line and Routes 1, 2, 3 and 4 at the transfer center at 14th

Street and State Street in El Centro.


– Every 70 minutes



– Stops in Imperial at several locations south of Aten Road

Figure 5-7 shows origins and destinations in Imperial from the rider survey conducted in spring

2013. This information was discussed further in Technical Memorandum 2 - Public Outreach

and Origin-Destination Survey.

Figure 5-7: Imperial Origin-Destination Survey Results




Imperial is in Zone 4 with El Centro, Heber, IVC and Seeley. For service within one zone, the

cash fare is $1.00 per person, $0.50 for seniors/disabled. For service anywhere in the region

(two or more zones), the cash fare is $1.25 per person, $0.65 for seniors/disabled. Discounted

tickets are available in booklets of 20 for $16.00 (single zone) or $20.00 (all zones) for regular

passengers, or for $10.00 (single zone) or $15.00 (all zones) for senior/disabled passengers.

While Federal law mandates that senior (age 60 and up for IV Transit, as opposed to age 65

under Federal law) and disabled passengers pay only 50 percent of the regular fare during the

off-peak periods, this discount is extended to IV Transit passengers during the peak periods as

well.




fare of $1.25.




There is currently no private transit service (e.g., transit service that is not overseen by ICTC),

either fixed route or demand response, within the City of Imperial.

Taxi Service

No taxi companies are based in Imperial; however, numerous companies exist in neighboring El

Centro (Imperial Valley Taxi Cab, Yellow Cab Co., Johnny Cab, El Centro Cab, City Cab).



Imperial, each of which serves a different market and each of which is operated under a

separate contract by a separate operator. These services are seen as complementary to fixed

route bus service, and would not be replaced by the proposed Red Line circulator. Demand

response services in Imperial include:

Imperial Dial-A-Ride is curb-to-curb demand-response bus service that is contracted by the

City of Imperial (through ICTC) to ARC-Imperial Valley. This service operates within the

Imperial city limits, but will travel to destinations in the City of El Centro for a premium fare.

It operates Mondays through Fridays, from 7:00 AM to 4:00 PM, and is available only to

senior and disabled passengers. The Imperial Dial-A-Ride serves approximately 45

passenger trips trips on a typical day.










Following are needs and opportunities for a circulator service in the City of Imperial. This list



project.





Imperial, the Red Line service should be coordinated with southbound Route 2 service

during the morning and northbound Route 2 service during the afternoon. Timed transfers




The public involvement process identified a lack of service to the corridor of doctors’ offices

along Marshall Avenue, as well as “front door” service to the new Holiday Inn on Neckel

Road.

A new regional park slated for development in the northwest corner of the city provides an

opportunity for a route terminus, as well as to serve a major recreation facility that is not

located near any existing IV Transit fixed route.



6.0 RECOMMENDATIONS

This section outlines the service concepts proposed by the Circulator Bus Design Project,

including potential alignments, stop locations and schedule mock-ups. The following section

includes service standards, updated from those proposed in ICTC’s FY 2010-11 Short Range

Transit Plan.

Following a lengthy public involvement process, as well as meetings with the Study Steering

Committee and analysis by the project team, recommendations have been developed for three

circulator routes in Imperial County. The selection of these routes was based on a review of the

potential alignments with regards to the guidelines and performance criteria, as well as review

by ICTC staff, the Study Steering Committee and the affected communities.

This document is organized into four sections, one for each of the three proposed circulators

(i.e., the Gold Line in Brawley, the Orange Line in Calexico, and the Red Line in Imperial), and a

section with proposed service guidelines for the new circulator services. Each of the three

sections outlining the proposals for the circulator routes is structured as follows:

Operating Plan – showing the proposed route alignment and stop locations as well as

the number of revenue hours and miles, vehicles and operators needed, estimated

operating costs, fare revenues and operating subsidies. Also included is a potential

circulator route schedule, drawn to allow for timed-transfers with one or more of the

existing fixed routes (based on existing fixed route schedules).

Capital Plan – outlining vehicle and facility needs and specific needs for the bus stop

locations, and providing estimated costs.

Financial Plan – summarizing the proposed operating costs and estimated subsidies, and

existing and potential funding sources to pay for day-to-day operation of the circulator

routes.

Implementation Schedule for each route.

At the time of publication of this document, Gold Line service has been implemented and is

operating in Brawley. Implementation of Red Line service in Imperial and Orange Line service in

Calexico will take place in the future pending approval and funding.



6.1 Brawley (Gold Line)

6.1.1 Operating Plan

The map on the following page shows the recommended service concept for the “Gold Line”

circulator for Brawley. On the subsequent page is a map showing the coverage area of this

proposed service. The coverage area was considered to be all land located within 0.3 mile of a

bus stop along the route. Following the maps is a list of the proposed stops, as well as a

schedule mock-up.

The Gold Line service would begin at the new Brawley Transfer Center on South Plaza and G

Streets, and would proceed east on G Street, north on 8th Street, east on Main Street, north on

Cesar Chavez Street, and east on B Street. It would continue south on Eastern Avenue and east

on B Street to Best Road at the eastern edge of the city. The route would then travel south on

Best Road to Malan Street, then west on Malan Street, north on Eastern Avenue, west on I Street,

south on Palm Avenue, west on K Street, north on 8th Street and west on J Street to serve the

senior center. The Gold Line would continue south on South Imperial Avenue and West on Malan

Street, continuing across Highway 86 onto Cattle Call Road to Willard Avenue. It would then

turn south on Willard Avenue, west on Panno Road, and east on American Legion Street to serve

Pioneers Medical Center. Following the Medical Center, the Gold Line would serve Walmart, then

continue north on Highway 86 and Western Avenue to Main Street. The route would turn west

on Main Street and north on Rio Vista Avenue, serving the current Brawley Transfer Center

location, then east on A Street, north on 2nd Street, east on Magnolia Street, north on 3rd Street,

east on River Street, north on Imperial Avenue and east on Flammang Avenue. The Gold Line

would then return to the new Brawley Transfer Center by continuing south on 7th Street, west on

E Street and North Plaza Street, south on 3rd Street, and west on Main Street, returning to South

Plaza and G Streets.

Figure 6-1: Recommended Gold Line Service Concept

Figure 6-2: Gold Line Service Coverage



Table 6-1 below shows the proposed stops along the Gold Line, which are also shown in both

maps in Figures 6-1 and 6-2. In the maps, the red dots represent new stops where the black

dots represent existing stops. There would be 24 new stops (not currently served by Imperial

Valley Transit fixed route bus service) on the Gold Line. Each stop is also described as near side

(before the intersection), far side (after the intersection), mid-block or a transit center.

Table 6-1: Proposed Gold Line Stops

Stop Location (on__ at__) Type Existing?

1 South Plaza Street & G Street Near Side Transit Center

2 Main Street & 9th Street Far Side Existing

3 B Street & Cesar Chavez Street Far Side New

4 B Street & Ulloa Avenue Near Side New

5 C Street & Jacaranda Street Near Side New

6 C Street & Best Avenue Near Side New

7 Best Avenue & I Street Near Side New

8 Malan Street & Tres Palmas Lane Near Side New

9 I Street & Eastern Avenue Far Side New

10 Palm Avenue & J Street Near Side Existing

11 K Street & Palm Avenue Far Side Existing

12 K Street & Cesar Chavez Street Far Side Existing

13 J Street & 8th Street Far Side Existing

14 Malan Street & Garrett Street Near Side New

15 Malan Street & 1st Street Far Side New

16 Cattle Call Drive & DeAnza Place Near Side New

17 Willard Avenue & Cattle Call Drive Far Side New

18 Panno Street & Evelyn Avenue Near Side New

19 Legion Street & Kelley Street Far Side New

20 Legion Street & Pioneers Med Center Mid-Block Existing

21 Wildcat Drive & Walmart Mid-Block New

22 Western Avenue & K Street Near Side New

23 Western Avenue & G Street Near Side New

24 Rio Vista Avenue & E Street Near Side New

25 Rio Vista Avenue & B Street Far Side New

26 Magnolia Street Mid-Block New

27 River Drive & Imperial Avenue Near Side New

28 Flammang Avenue & Imperial Avenue Far Side New

29 7th Street & Abel Velasco Street Near Side New

30 7th Street & B Street (Brawley Union High School) Mid-Block New

31 E Street & 6th Street Near Side New

32 N Plaza Street & E Street Near Side Existing

33 S Plaza Street & G Street Near Side Transit Center



The Gold Line would operate from 6:00AM to 7:00PM on weekdays initially, and in a subsequent

phase from 10:00AM to 6:00PM on Saturdays. The bus would run approximately every 70

minutes, allowing schedules to be coordinated with IV Transit’s Route 2 service in Brawley.

Connections would be timed with southbound Route 2 service in the morning, allowing

passengers to connect from the Gold Line to Route 2 to commute toward Imperial and El

Centro, and with northbound Route 2 service in the afternoon, allowing passengers returning

from Imperial and El Centro to connect with the Gold Line service. It takes approximately 59

minutes for a bus to operate around the Gold Line Loop, allowing time for passenger pickups

and drops offs. This would allow approximately 11 minutes of recovery time after each trip if

the buses run on a 70-minute headway (i.e., every 70 minutes).

Only one vehicle would be required to operate the Gold Line service; however, it is

recommended that two vehicles be available for service, in order to provide one spare. On

weekdays, when 13 revenue hours per day of service will be operated, two bus operators will be

required; on Saturdays, when only eight revenue hours of service will be operated, only one

operator will be required. Table 6-2 shows the proposed revenue hours and miles, as well as

cost, estimated ridership, farebox revenues, and operating subsidy (operating cost when fare

revenues are accounted for) for weekdays and Saturdays, and annually. Operating costs are

based on the fully allocated operating cost of $86.25 per hour as cited in the Short Range

Transit Plan from FY 2010-11. One year of service, accounting for holidays, is considered to be

253 weekdays and 52 Saturdays with bus service, the number of days of revenue service shown

in the current Rider’s Guide for the period of November 2012 through October 2013. Farebox

revenue, or the amount of money accrued from passenger fares, is assumed to average

approximately $0.84 per passenger when all fare types and fare media are considered.

Table 6-2: Proposed Gold Line Operating Plan

Gold Line Weekday Saturday Annual***

Revenue Hours 13.03 8.07 3,716.23

Revenue Miles* 145.61 90.72 41,556.77

Operating Cost** $1,123.84 $696.04 $320,525.60

Estimated Ridership 39 16 10,699

Farebox Revenues**** $32.76 $13.44 $8,987.16

Operating Subsidy (Cost - Revenue)

$1,091.08 $682.60 $311,538.44

* Round-trip mileage is 12.96 miles **FY 2010-11 Fully Allocated Operating Cost (for circulators) of $86.25 ***253 weekdays and 52 Saturdays (November 2012-October 2013 Rider’s Guide) ****Assumes average fare of $0.84 from 2010 SRTP (based on FY 2010-11 average fare adjusted for fare increase)

Table 6-3 shows a mock-up of a schedule for the Gold Line. Trips highlighted in blue would

operate on weekdays only, while all other trips would operate on weekdays and Saturdays. For

the morning trips (all trips leaving the Transfer Center before noon), scheduled departures are

equivalent to estimated southbound Route 2 departures from the new Brawley Transit Center



(departures from the current transfer point at E Street & Rio Vista Ave plus five minutes), while

scheduled arrivals are five minutes before the scheduled departures. For the afternoon and

evening trips, scheduled departures are equivalent to estimated northbound Route 2 departures

from the new Brawley Transit Center (departures from current stop at Main & Palm plus five

minutes), while scheduled arrivals are five minutes before the scheduled departures. Arrival and

departure times at the Brawley Transfer Center that are shown in red indicate that time between

Route 2 departures is 64 minutes or less, meaning there will be less than 5 minutes for layover

(or none at all) for the Gold Line; this schedule block may instead be utilized to provide the

operator with a scheduled meal break.

Table 6-3: Proposed Gold Line Schedule Mock-Up

Brawley Transit Center (S Plaza &G)

B St & Ulloa Ave

Palm Ave & J St

Senior Center (J St & 8

th St)

Willard Ave & Cattle Call Dr

Pioneers Medical Center Walmart

Rio Vista Ave & E St

Flammang Ave & Imperial Ave

Brawley Transit Center (S Plaza &G)

6:03 6:07 6:13 6:17 6:28 6:35 6:40 AM

6:45 AM 6:51 7:00 7:04 7:10 7:17 7:21 7:32 7:39 7:44 AM

8:10 AM 8:16 8:25 8:29 8:35 8:42 8:46 8:57 9:04 9:09 AM

9:24 AM 9:30 9:39 9:43 9:49 9:56 10:00 10:11 10:18 10:23 AM

10:30 AM 10:36 10:45 10:49 10:55 11:02 11:06 11:17 11:24 11:29 AM

11:44 AM 11:50 11:59 12:03 12:09 12:16 12:20 12:31 12:38 12:43 PM

12:43 PM 12:49 12:58 1:02 1:08 1:15 1:19 1:30 1:37 1:42 PM

1:43 PM 1:49 1:58 2:02 2:08 2:15 2:19 2:30 2:37 2:42 PM

3:03 PM 3:09 3:18 3:22 3:28 3:35 3:39 3:50 3:57 4:02 PM

4:13 PM 4:19 4:23 4:27 4:33 4:40 4:44 4:55 5:02 5:07 PM

5:28 PM 5:34 5:43 5:47 5:53 6:00 6:04 6:15 6:22 6:27 PM

6:33 PM 6:39 6:48 6:52 6:58 7:05



6.1.2 Capital Plan

Table 6-4 shows the proposed capital plan for the Gold Line. This plan assumes that small

cutaway-type vehicles would be used for the service, with an approximate cost of $60,000 per

vehicle. This service would require two vehicles, one for regular service and one backup vehicle.

Upon implementation, 24 new bus stops would be created for the Gold Line, eight of which are

assumed would include a shelter, bench, trash receptacle and map. These costs would depend

on the selection of a provider/operating arrangement during implementation, and thus are only

estimates.

Table 6-4: Proposed Gold Line Capital Plan

Item Unit Cost Units

Required Total Cost

Small Bus $60,000 2 $120,000

Shelter and Bench $10,000 8 $80,000

Trash Receptacles $1,000 8 $8,000

Information Cases $207 24 $4,968

Maps $25 8 $200

Schedules $4.25 24 $102

Bus Stop Signs/Poles $100 24 $2,400

Marketing Campaign and Materials (new map, schedules, etc.)

$10,000 1 $10,000

Total $225,670

6.1.3 Financial Plan

Table 6-5 below shows the financial plan for the Gold Line in Brawley, assuming service is also

provided on Saturdays. At the present time, the Gold Line in Brawley has been funded by the

Federal Highway Administration’s Congestion Mitigation and Air Quality (CMAQ) program and

service is anticipated to commence in fall 2013.

Table 6-5: Proposed Gold Line Financial Plan

Item

Operating Cost $320,526

Fare Revenues $8,987

Subsidy Required (CMAQ) $311,538

6.1.4 Implementation Schedule

Weekday service on the Gold Line was implemented in the fall of 2013 with a schedule and

alignment that closely reflect what is proposed in this document. A second phase will allow for

the implementation of Saturday service.



6.2 Calexico (Orange Line)


The map on the following page shows the recommended service concept for the “Orange Line”

circulator for Calexico. On the subsequent page is a map showing the coverage area of this



schedule mock-up.

The Orange Line would begin at Imperial Valley Transit’s Calexico Transfer Center at 3rd Street

and Paulin Avenue. This service would roughly follow the same loop as the existing Imperial

Valley Transit Route 1 and Route 21 services use, with diversions to serve a few additional

stops. Service would operate from the Transfer Center eastbound along 3rd Street the north on

Mary Avenue, east on 5th Street, and north on Encinas Avenue. Routes 1 and 21, which currently

follow this alignment, would be rerouted to remain on 3rd Street and then turn north onto

Encinas Avenue.

The Orange Line would then continue west on Birch Street, serving the El Centro Regional

Medical Center from the service road (rather than the main roadway). It would continue along

the service road to Rockwood Avenue, where it would turn north, continuing across Cole

Boulevard onto Yourman Road to serve Walmart. At Walmart, the route would turn around and

return to Cole Boulevard, where it would turn west to Scaroni Road, then north to Robinson

Avenue, west to Fiesta Boulevard, and south to Cole Boulevard, serving the Clinicas de Salud de

Pueblo. From the Clinicas, the Orange Line would go west on Cole Boulevard, south on Portico

Boulevard, and east on Camacho Road, returning to Scaroni Road.

From Camacho Road, the Orange Line would follow the same alignment as Routes 1 and 21

along Scaroni Road, Hacienda Drive, Ollie Avenue, Birch Street, Kloke Avenue, and Grant Street,

until it reaches the railroad tracks at River Road. The Orange Line would then follow Cesar

Chavez Boulevard/River Road south to 2nd Street, then head west on 2nd Street to serve Gran

Plaza. From Gran Plaza, the route would return to the Calexico Transfer Center via 2nd Street,

Imperial Avenue, and 3rd Street.

Alternate route alignments were considered that would serve the Andrade Avenue corridor in

eastern Calexico, but these options were rejected.

Table 6-6 (following) shows the proposed stops along the Orange Line, which are also shown in

both maps in Figures 6-3 and 6-4. In the maps, the red dots represent new stops where the

black dots represent existing stops. There would be 13 new stops (not currently served by

Imperial Valley Transit fixed route bus service) on the Orange Line. Each stop is also described

as near side (before the intersection), far side (after the intersection), mid-block or a transit

center.

Figure 6-3: Recommended Orange Line Service Concept

Figure 6-4: Orange Line Service Coverage



Table 6-6: Proposed Orange Line Stops


1 3rd Street at Paulin Avenue Far Side Transit Center

2 Mary Avenue at 4th Street Near Side Existing

3 5th Street at Giles Avenue Far Side New

4 Encinas Avenue at 7th Street Far Side Existing

5 Encinas Avenue at Calexico High School N/A New

6 Birch Street at Avenida de Oro Far Side New

7 Blair Avenue at N Preston Drive Far Side Existing

8 Rockwood Avenue at Birch Street Far Side New

9 Rockwood Avenue at Vega Street Far Side Existing

10 Rockwood Avenue at Robert Kennedy Street Far Side Existing

11 Walmart N/A New*

12 El Paseo Shopping Center N/A New*

13 Cole Boulevard at Rockwood Avenue Far Side Existing

14 Scaroni Road at Cole Boulevard Far Side Existing

15 Robinson Avenue at Scaroni Road Far Side New

16 Fiesta Boulevard at Cole Boulevard Near Side New**

17 Camacho Road at Scaroni Road Near Side New

18 Scaroni Road at Hacienda Drive Near Side Existing

19 Hacienda Drive at Ollie Avenue Near Side Existing

20 Ollie Avenue at Birch Street Near Side Existing

21 Birch Street at VV Williams Avenue Far Side New

22 Kloke Road at Birch Street Far Side Existing

23 Kloke Road at Grant Street Near Side Existing

24 Grant Street at Eady Avenue Near Side New

25 Grant Street at Cesar Chavez Boulevard Near Side Existing

26 W 2nd Street at Calexico Mall N/A New

27 Gran Plaza N/A New

28 3rd Street at Paulin Avenue Far Side Transit Center

A1 - Alt 5th Street at Beach Avenue Far Side New

A2 - Alt Andrade Avenue at 6th Street N/A New

A3 - Alt Andrade Avenue at Belcher Street Near Side New

A4 - Alt Andrade Avenue at Holdridge Street Far Side New

A5 - Alt Andrade Avenue at Zapata Street Far Side New

A6 - Alt Andrade Avenue at Meadow Drive Far Side New

A7 - Alt Cole Boulevard at La Jolla Palms Boulevard Far Side New

*Pullout exists, but is not currently served by IV Transit **Requires elimination of some on-street parking



The Orange Line would operate from 6:00AM to 7:00PM on weekdays initially, and in a

subsequent phase from 10:00AM to 6:00PM on Saturdays. The bus would operate

approximately every 70 minutes, allowing schedules to be coordinated with every other trip on

IV Transit’s Route 1 service in Calexico (which operates every 35 minutes). Connections would

be timed with northbound Route 1 service in the morning, allowing passengers to connect from

the Orange Line to Route 1 to commute toward El Centro, and with southbound Route 1 service

in the afternoon, allowing passengers returning from El Centro to connect with the Orange Line

service.

It takes approximately 40 minutes for a bus to operate around the Orange Line Loop, allowing

time for passenger pickups and drops offs, based on current bus schedules. If the Orange Line

operates every 70 minutes in order to coordinate with Route 1 service, then there would be 30

minutes of recovery time between trips. It is possible, however, that this travel time may be

overestimated—if it is determined that this loop takes only 30 minutes to complete, it may be

possible for the service to operate every 35 minutes and meet every Route 1 trip.

Only one vehicle would be required to operate the Orange Line service; however, it is

recommended that two vehicles be available for service, in order to provide one spare. If the

operator is the same as for the other circulators, it is possible that fewer spares would be

needed. On weekdays, when 13 revenue hours per day of service will be operated, two bus

operators will be required; on Saturdays, when only eight revenue hours of service will be

operated, only one operator will be required.

Table 6-7 shows the proposed revenue hours and miles, as well as cost, estimated ridership,

farebox revenues, and operating subsidy (operating cost when fare revenues are accounted for)

for weekdays and Saturdays, and annually. Operating costs are based on the fully allocated

operating cost of $86.25 per hour as cited in the Short Range Transit Plan from FY 2010-11.

One year of service, accounting for holidays, is considered to be 253 weekdays and 52

Saturdays with bus service, the number of days of revenue service shown in the current Rider’s

Guide for the period of November 2012 through October 2013. Farebox revenue, or the amount

of money accrued from passenger fares, is assumed to average approximately $0.84 per

passenger when all fare types and fare media are considered.



Table 6-7: Proposed Orange Line Operating Plan

Orange Line Weekday Saturday Annual***

Revenue Hours 13.05 7.22 3,677.09

Revenue Miles* 110.12 61.52 31,059.40

Operating Cost** $1,125.56 $622.73 $317,148.64


Farebox Revenues**** $50.40 $20.16 $13,799.52


$1,075.16 $602.57 $303,349.12


Table 6-8 shows a mock-up of a schedule for the Orange Line. Trips highlighted in blue would

operate on weekdays only, while all other trips would operate on weekdays and Saturdays.

Scheduled departures are equivalent to estimated northbound Route 1 departures, while

scheduled arrivals are five minutes before the scheduled departures.

Table 6-8: Proposed Orange Line Schedule Mock-Up

Calexico Transit Center (3

rd &

Paulin)

El Centro Regional Medical Center Walmart

Clinicas de Salud del Pueblo

Kloke Road at Birch Street

W 2nd

Street at Calexico Mall

Calexico Transit Center (3

rd &

Paulin)

6:00 AM 6:08 6:13 6:18 6:23 6:33 6:40

6:55 AM 7:03 7:08 7:13 7:18 7:28 7:35

8:20 AM 8:28 8:33 8:38 8:43 8:53 9:00

9:30 AM 9:38 9:43 9:48 9:53 10:03 10:10

10:40 AM 10:48 10:53 10:58 11:03 11:13 11:20

11:50 AM 11:58 12:03 12:08 12:13 12:23 12:30

1:00 PM 1:08 1:13 1:18 1:23 1:33 1:30

2:10 PM 2:18 2:23 2:28 2:33 2:43 2:50

3:20 PM 3:28 3:33 3:38 3:43 3:53 4:00

4:30 PM 4:38 4:43 4:48 4:53 5:03 5:10

5:40 PM 5:48 5:53 5:58 6:03 6:13 6:20

6:50 PM 6:58 7:03



6.2.2 Capital Plan

Table 6-9 shows the proposed capital plan for the Orange Line. This plan assumes that small



Upon implementation, 13 new bus stops would be created for the Orange Line, five of which are



estimates.

Table 6-9: Proposed Orange Line Capital Plan


Required Total Cost

Small Bus $60,000 2 $120,000




Maps $25 5 $125

Schedules $4.25 13 $55



$10,000 1 $10,000

Total $189,151


The Orange Line would be financed in a similar manner to how the Blue and Green Lines

(serving El Centro) are financed today. The Commission will have to determine whether to

amend the existing service contract with the current transit provider or develop a separate

contract to put out to bid in order to potentially secure a new provider. Table 6-10 below shows

the proposed Orange Line financial plan, based on funding percentages from the FTA Section

5307 program and the LTF from SB325 remaining at approximately the same percentages that

they currently exist for the Blue and Green Line circulators for FY 2011-12.

Table 6-10: Proposed Orange Line Financial Plan

Item



Subsidy Required $303,349

FTA Section 5311* $0

FTA Section 5307* $157,742

LTF SB325* $145,607

Total Federal, State and Local Funding

$303,349

*Based on Funding Percentages FY 2011-12 Transit Finance Plan




The first step (which has already been accomplished) is approval of the route alignment and

stop locations by the City of Calexico. The weekday service on the Orange Line is anticipated to

be implemented first, with a subsequent phase allowing for the implementation of Saturday

service. The Orange Line will be implemented when funding becomes available for ICTC.



6.3 Imperial (Red Line)


The map on the following page shows the recommended service concept for the “Red Line”

circulator for Imperial. On the subsequent page is a map showing the coverage area of this



schedule mock-up.

The Red Line would begin at the proposed Imperial Transfer Center at Imperial Avenue and

Barioni Boulevard. It would travel west on Barioni Boulevard, north on F Street, east on 12th

Street, north on Imperial Avenue, east on 15th Street, and north on Highway 86 to Neckel Road

where it would serve the Holiday Inn. It would then turn around at the Holiday end and head

east on Neckel Road, south on Canon Drive, west on Chisholm Trail, south on Rodeo Drive, and

west on 15th Street to Highway 86. From Highway 86, it would return southbound to the

Transfer Center along the same alignment it used heading northbound, following Imperial

Avenue, 12th Street, F Street and Barioni Boulevard.

From the Transfer Center, the Red Line would then head south along Imperial Avenue to the

Imperial County Airport, where it would stop near the main entrance to the terminal building. It

would then continue south on Highway 86, west on Aten Road, south on Bouganvillea Street,

east on Joshua Tree Street, South on La Brucherie Road and east on Cruickshank Drive to serve

Walmart. From Walmart, it would head south on Waterman Avenue, west on Bradshaw Road,

north on La Brucherie Road, east on Treshill Road, and north on Myrtle Avenue returning to

Aten Road. The route would then follow Aten Road to the east, across Highway 86, to Cross

Road, then turn south on Cross Road, east on Bernadi Street and north on Cedro Avenue to

Victoria Park. From the Park, the Red Line would return to the Imperial Transfer Center via

Sampson Street, Cross Road, Aten Road, Marshall Avenue, Highway 86, 2nd Street and Imperial

Avenue.

Two additional options exist for this route. First, shown with a dotted line, is an option to

extend the northern end of the route from the Holiday Inn to the proposed Regional Park at La

Brucherie and Ralph Roads. This could be implemented once this facility opens.

Second – and not shown on the map – would be an option to extend east along Cruikshank

Drive (after serving Walmart) across Highway 86 to the Target, then south through the Target

parking lot to Bradshaw Road, then west on Bradshaw Road across Highway 86 to rejoin the

alignment shown in the map. This is currently not recommended, as it would involve operating

through private property, and such an option would be pursued only after a detailed operations

analysis by the operator of the transit service.

Figure 6-5: Recommended Red Line Service Concept

Figure 6-6: Red Line Service Coverage



Table 6-11 below shows the proposed stops along the Red Line, which are also shown in both

maps in Figures 6-5 and 6-6. In the maps, the red dots represent new stops where the black

dots represent existing stops. There would be 35 new stops (not currently served by Imperial

Valley Transit fixed route bus service) on the Red Line. Each stop is also described as near side

(before the intersection), far side (after the intersection), mid-block or a transit center.

Table 6-11: Proposed Red Line Stops


1 Imperial Transit Center - SB N/A Transit Center

2 Barioni Blvd at G Street Far Side New

3 F Street at 10th Street Near Side New

4 F Street at 12th Street Near Side New

5 12th Street at H Street Near Side New

6 Imperial Avenue at 13th Street Far Side Existing

7 Imperial Avenue at 14th Street Far Side New

8 Neckel Road at CA 86 - Holiday Inn Far Side New

9 Neckel Road at CA 86 Near Side New

10 Neckel Road at Rodeo Drive Far Side New

11 Canon Drive at Chisholm Trail Near Side New

12 Rodeo Drive at Winchester Lane Near Side New



15 12th Street at H Street Near Side New

16 F Street at 11th Street Far Side New

17 F Street at 10th Street Far Side New

18 Barioni Blvd at G Street Near Side New


20 Imperial Avenue at 6th Street - SB Far Side New

21 Imperial Avenue at 6th Street - NB Near Side New

22 Imperial Avenue at 4th Street - City Hall - SB Far Side New

23 Imperial Avenue at 4th Street - City Hall - NB Far Side New

24 Imperial Avenue at 2nd Street - SB Near Side New

25 Imperial Avenue at 2nd Street - NB Far Side New

26 Airport Terminal N/A New

27 Aten Road at Access Way Near Side Existing

28 Aten Road at LaBrucherie Road Near Side Existing

29 Aten Road at Vilore Way Far Side New

30 Bouganvillea Street at Wild Rose Lane Far Side New

31 Joshua Tree Street at Bouganvillea Street Far Side New

32 Cruikshank Drive at Walmart N/A Existing

33 Cruikshank Drive at Food-4-Less - SB N/A Existing



34 Treshill Road at LaBrucherie Road Far Side New

35 Myrtle Avenue at Treshill Road Far Side New

36 Myrtle Avenue at Wall Street Near Side New

37 Myrtle Avenue at Aten Road Mid-Block New

38 Cross Road at Aten Road Far Side New

39 Cedro Avenue at Sampson Street - Victoria Park Near Side New

40 Aten Road at Cross Road FS New

41 Aten Road at Puerto Vallarta Avenue FS New

42 Marshall Avenue at Ritter Court NS New




The Red Line would operate from 6:00AM to 7:00PM on weekdays initially, and in a subsequent

phase from 10:00AM to 6:00PM on Saturdays. The bus would run approximately every 70

minutes, allowing schedules to be coordinated with IV Transit’s Route 2 service in Imperial.

Connections would be timed with southbound Route 2 service in the morning, allowing

passengers to connect from the Red Line to Route 2 to commute toward El Centro, and with

northbound Route 2 service in the afternoon, allowing passengers returning from El Centro to

connect with the Red Line service. Initial time trials took approximately 55-62 minutes for a bus

to operate along the entire Red Line, not including time for passenger pickups and drops offs.

Subsequently, the alignment was changed to save approximately seven minutes per round trip

Therefore, including passenger pickups and drop offs, it should take approximately 60-62

minutes for a bus to serve the entire Red Line, allowing 8-10 minutes of recovery time after

each trip if the buses run on a 70-minute headway (i.e., every 70 minutes).

Only one vehicle would be required to operate Red Line service. It is recommended, however,

that two vehicles be available for service, in order to allow for one spare (although if the same

operator is used for both the Red and Gold or Red and Orange Lines, the spare requirement

would be decreased and the two services could potentially share a spare vehicle). On weekdays,

when 13 revenue hours per day of service will be operated, two bus operators will be required;

on Saturdays, when only eight revenue hours of service will be operated, only one operator will

be required. Table 6-12 shows the proposed revenue hours and miles, as well as cost,

estimated ridership, farebox revenues, and operating subsidy (operating cost when fare

revenues are accounted for) for weekdays and Saturdays, and annually. Operating costs are

based on the fully allocated operating cost of $86.25 per hour as cited in the Short Range

Transit Plan from FY 2010-11. One year of service, accounting for holidays, is considered to be

253 weekdays and 52 Saturdays with bus service, the number of days of revenue service shown

in the current Rider’s Guide for the period of November 2012 through October 2013. Farebox

revenue, or the amount of money accrued from passenger fares, is assumed to average

approximately $0.84 per passenger when all fare types and fare media are considered.

Table 6-12: Proposed Red Line Operating Plan

Red Line Weekday Saturday Annual***

Revenue Hours 13.12 7.97 3,733.80

Revenue Miles* 156.09 95.43 44,453.13

Operating Cost** $1,131.60 $687.41 $322,040.12


Farebox Revenues*** $25.20 $10.08 $6,899.76


$1,106.40 $677.33 $315,140.36




Table 6-13 shows a mock-up of a schedule for the Red Line. Trips highlighted in blue would

operate on weekdays only, while all other trips would operate on weekdays and Saturdays. For

the morning trips (all trips leaving the Imperial Post Office before noon), scheduled departures

are equivalent to estimated southbound Route 2 departures from the Imperial Post Office, while

scheduled arrivals are five minutes before the scheduled departures. For the afternoon and

evening trips, scheduled departures are equivalent to estimated northbound Route 2 departures

from the Imperial Post Office, while scheduled arrivals are five minutes before the scheduled

departures. Arrival and departure times at the Post Office that are shown in red indicate that

time between Route 2 departures is 64 minutes or less, meaning there will be less than 5

minutes for layover (or none at all) for the Red Line; this schedule block may instead be utilized

to provide the operator with a scheduled meal break.

Table 6-13: Proposed Red Line Schedule Mock-Up

Imperial Transit Center (Imperial & Barioni)

Holiday Inn (Neckel Rd & Hwy 86)


Imperial Airport Walmart

Victoria Park (Cedro & Sampson)


6:03 AM 6:13 6:23 6:29 6:42 6:54 7:05

7:12 AM 7:22 7:32 7:38 7:51 8:03 8:14

8:37 AM 8:47 8:57 9:03 9:16 9:28 9:39

9:47 AM 9:57 10:07 10:13 10:26 10:38 10:49

10:57 AM 11:07 11:17 11:23 11:36 11:48 11:55

12:18 PM 12:28 12:38 12:44 12:57 1:09 1:20

1:18 PM 1:28 1:38 1:44 1:57 2:09 2:20

2:38 PM 2:48 2:58 3:04 3:17 3:29 3:40

3:48 PM 3:58 4:08 4:14 4:27 4:39 4:50

5:03 PM 5:13 5:23 5:29 5:42 5:54 6:05

6:08 PM 6:18 6:28 6:34 6:47 6:59 7:10



6.3.2 Capital Plan

Table 6-14 shows the proposed capital plan for the Red Line. This plan assumes that small



Upon implementation, 35 new bus stops would be created for the Red Line, 12 of which are



estimates.

Table 6-14: Proposed Red Line Capital Plan


Required Total Cost

Small Bus $60,000 2 $120,000




Maps $25 12 $300

Schedules $4.25 35 $149



$10,000 1 $10,000

Total $273,194


The Red Line would be financed in a similar manner to how the Blue and Green Lines (El Centro)

are financed today. The Commission will have to determine whether to amend the existing

service contract with the current transit provider or develop a separate contract to put out to

bid in order to potentially secure a new provider. Table 6-15 below shows the proposed Red

Line financial plan, based on funding percentages from the FTA Section 5307 program and the

LTF from SB325 remaining at approximately the same percentages that they currently exist for

the Blue and Green Line circulators for FY 2011-12.

Table 6-15: Proposed Red Line Financial Plan

Item Unit Cost



Subsidy Required $315,140

FTA Section 5311 $0

FTA Section 5307 $163,873

LTF SB325 $151,267

Total Federal, State and Local Funding

$315,140

* Based on Funding Percentages FY 2011-12 Transit Finance Plan




The first step (which has already been accomplished) is approval of the route alignment and

stop locations by the City of Imperial. The weekday service on the Red Line is anticipated to be

implemented first, with a subsequent phase allowing for the implementation of Saturday

service. The Red Line will be implemented when funding becomes available for ICTC.

Initially, service would only operate as far north as the Holiday Inn, but would be extended to

the north upon completion of the regional park.



7.0 SERVICE GUIDELINES

The following service guidelines shown in Table 7-1 will be used to help evaluate the circulator

bus services proposed in this document for Brawley, Calexico and Imperial on an ongoing basis.

Table 7-1: Proposed Service Guidelines for Circulator Routes

Category Typical Service Guideline(s) Recommended for This Study

Service Coverage

Availability 90% of population within ¼ mile of a bus route 90% of population within 1/3 mile of a bus route

Frequency Crosstown/neighborhood/shuttle services: 60-minute service all day

70-minute service (to match/ connect with regular fixed routes)

Span 5:00AM to 10:00PM on weekdays 6:00AM to 7:00PM on Saturdays

6:00AM – 7:00PM on weekdays 10:00AM – 6:00PM on Saturdays (matches SRTP recommendations)

Directness Maximum of 25% transfer rate N/A – connections with fixed routes will be a priority

Patron Convenience

Speed* 10-15 MPH maximum for downtown shuttle services No changes to standards at left.

Loading** 25% standees for short periods acceptable

Bus Stop Spacing 5 to 7 stops per mile in the core (every other block) 4 to 5 stops per mile in the fringe areas, as needed based on land uses

Dependability No missed trips 95% on-time service (0 to 10 minutes late) No trips leaving early

Road Call Ratio 4,000 to 6,000 miles per road call

Fiscal Condition

Fare Structure Qualitative criteria Integrated with regular fixed routes (no transfer fee above and beyond the highest base fare).

Farebox Recovery Lower performing routes should be considered for alteration to improve performance.

10% (California minimum) - need to be set to meet the systemwide farebox recovery of 17% (FY 2013)

Productivity (Passengers/Hour)

Lower performing routes should be considered for alteration to improve performance.

12 passengers/hour (from contractual standards)

Passenger Comfort

Waiting Shelters At all stops with 25 or more boardings per day No changes to standards at left.

Bus Stop Signs At all stops, denoting system, contact information, and route(s) serving that stop

Revenue Equipment Clean and in good condition

Public Information Timetable, maps and advertising

*Small vehicle/cutaway proposed sufficient for this service

Table 7-2 shows the service standards that would be included in the operating contracts for the

each circulator. These are based on the current criteria included in the current Blue and Green

Line circulators in El Centro.



Table 7-2: Contractual Service Standards for Circulator Routes

Performance Metric Contractual

Standard Minimum or Maximum?

Passengers/Hour 12.0 Minimum

Passengers/Day 120.0 Minimum

Cost/Hour $95.00 Maximum

Cost/Mile $4.50 Maximum

Cost/Passenger $5.50 Maximum

Subsidy/Passenger $4.50 Maximum

Farebox Recovery* 4.0% Minimum

* As independent routes. Must maintain systemwide farebox recovery of 17 percent.


The Imperial County Transportation Commission (ICTC) Specific Operational Analysis for the Circulator Bus Design Project A1

APPENDIX A: KICKOFF MEETING AGENDA


The Imperial County Transportation Commission (ICTC) Specific Operational Analysis for the Circulator Bus Design Project B1

APPENDIX B: KICKOFF MEETING SIGN-IN SHEET


The Imperial County Transportation Commission (ICTC) Specific Operational Analysis for the Circulator Bus Design Project C1

APPENDIX C: STEERING COMMITTEE SIGN-UP SHEET


The Imperial County Transportation Commission (ICTC) Specific Operational Analysis for the Circulator Bus Design Project D1

APPENDIX D: STAKEHOLDER CONTACT LISTS

Specific Operational Analysis for the Circulator Bus Design Project for the Imperial Valley Transportation Commission

IVT GOLD LINE

OUTREACH CONTACT LIST

We welcome suggestions from the City of Brawley and other kick off meeting participants on

stakeholders that should be included in the Outreach meetings and Stakeholder interviews with

local elected officials (Tasks 2.2, 2.3, and 2.4).

We have listed the typical type of participants below with several rows for fill in of suggested

organizations and/or individuals and their associated email addresses. Additional rows can be

added to the table as needed.

Stakeholder Type Suggested

Organization

Suggested

Individual

Email Phone

Number

Mailing Address (if

known)

Transit Operator Sunrise Driving Services

Isabel Pacheco [email protected] 760-344-5377 183 S. 5th St., Suite B Brawley, CA 92227

Transit Operator First Transit, Inc. Charles Brockwell

[email protected]

760-482-2908 792 E Ross Rd El Centro, CA 92243

Transit Operator ARC Imperial Valley

[email protected] 760-352-0180 P.O. Box 1828 El Centro, CA 92244

Transit Operator Imperial Valley Transit

Charles Brockwell, General Manager

[email protected]

760-482-2908 792 E. Ross Road B El Centro, CA 92243

Other

Operators/Contractors

Brawley Taxi Cab Company

760-344-4900 701 E. St. Brawley, CA 92227

Other


White Cab 760-344-0444 1075 Main St. Brawley, CA 92227

Other


Greyhound 760-352-6363 460 State St. El Centro, CA 92243

Other: RTPA Imperial County Transportation Commission

Mark Baza Executive Director

[email protected] 760-592-4494 1405 N. Imperial Ave., Suite1 El Centro, CA 92243


Kathi Williams Admin Analyst

[email protected]

760-592-4494 1405 N. Imperial Ave., Suite1 El Centro, CA 92243

Other Caltrans District 11

Connery Cepeda Associate Tramsportation Planner

[email protected] 619-688-6003

Other Caltrans District 11

Leila Ibrahim Associate Transportation Planner


Passengers ? ? ? ? ?

Community Advocacy

Agencies

Hidalgo Society 760-344-3700 410 S. Cesar Chavez St. Brawley, CA 92227




Organization

Suggested

Individual

Email Phone

Number

Mailing Address (if

known)

Community Advocacy

Agencies

Brawley American Citizens Club

760-344-2704 890 B St. Brawley, CA 92227

Community Advocacy

Agencies

Brawley Elks Lodge

Ronald Stillman Secretary

[email protected] 760-344-2731 161 S. Plaza St. Brawley, CA 92227

Community Advocacy

Agencies

Stockmen’s Club of Imperial Valley

760-344-6864 275 Marjorie Ave. Brawley, CA 92227

Community Advocacy

Agencies

American Legion

Educational Institutions Imperial Valley College

Ted Ceasar [email protected] 760-355-6311 380 E. Aten Rd. Imperial, CA 92251

Educational Institutions Brawley Elementary School District

Ron Garcia Superintendent

[email protected] 760-344-2330 261 D St. Brawley, CA 92227

Educational Institutions Barbara Worth Junior High School

Luis Panduro Principal

[email protected] 760-344-2153 385 W. D St. Brawley, CA 92227

Educational Institutions J.W. Oakley Elementary School

Craig Casey Principal

[email protected] 760-344-4620 1401 B St. Brawley, CA 92227

Educational Institutions Miguel Hidalgo Elementary School

Celia Santana Principal

[email protected] 760-344-0341 615 S. Cesar Chavez St. Brawley, CA 92227

Educational Institutions Myron D. Witter Elementary School

Debra Hale Principal

[email protected] 760-344-0750 150 K St. Brawley, CA 92227

Educational Institutions Phil D. Swing Elementary School

Brian Taylor [email protected] 760-344-3350 245 W. A St. Brawley, CA 92227

Educational Institutions Brawley Union High School

Simon Canalez Principal

[email protected] 760-312-6085 480 N. Imperial Ave. Brawley, CA 92227

Educational Institutions BUHS Family Resource Center

Rita Duarte Director

[email protected] 760-312-6095 480 N. Imperial Ave. Brawley, CA 92227

Educational Institutions Desert Valley High School

Antonio Munguia Principal

[email protected] 760-312-5100 104 Magnolia St. Brawley, CA 92227

Educational Institutions San Diego State University

760-351-0806 560 E. Hwy 78 Brawley, CA 92227

Educational Institutions Del Rio Community Schools 1 & 2

760-312-5623 1501 I St. Brawley, CA 92227

Educational Institutions Magnolia Union Elementary School District

Blaine Smith Prinicpal

[email protected] 760-344-2494 4502 Casey Rd. Brawley, CA 92227

Educational Institutions Mulberry Elementary School District

Mr. Eddins Principal

760-344-8600 1391 E. Rutherford Rd. Brawley, CA 92227

Educational Institutions Sacred Heart School

[email protected] 760-344-2662 428 S. Imperial Ave. Brawley, CA 92227

Social Service Agencies Boys and Girls Club

Sara Sanders Executive Director

[email protected]

760-344-2040 165 S. Plaza Brawley, CA 92227

Social Service Agencies Clinicas de Salud del Pueblo

Yvonne Bell CEO

760-344-9951 1166 K St. Brawley, CA 92227

Social Service Agencies Pioneers Memorial Healthcare District

Larry Lewis CEO

760-351-3333 207 W. Legion Rd. Brawley, CA 92227




Organization

Suggested

Individual

Email Phone

Number

Mailing Address (if

known)

Social Service Agencies Campesinos Unidos

Jose Lopez Executive Director


Social Service Agencies Imperial Valley Housing Authority

760-351-7000 1402 D St. Brawley, CA 92227

Social Service Agencies Brawley One Stop Career Center

760-344-2131 860 Main St. Brawley, CA 92227

Public Agency Staff City of Brawley Rosanna Bayon Moore City Manager

[email protected] 760-351-3048 383 Main St. Brawley, CA 92227

Public Agency Staff City of Brawley Yazmin Arellano Public Works Director

[email protected] 760-344-5800 180 S. Western Ave. Brawley, CA 92227

Public Agency Staff City of Brawley Gordon Gaste Planning Director


Public Agency Staff City of Brawley Richard Rubio Parks and Recreation Director

[email protected] 760-344-5675 225 A St. Brawley, CA 92227

Public Agency Staff City of Brawley Mark Gillmore Police Chief


Public Agency Staff City of Brawley Marjo Mello Library Director


Public Agency Staff City of Brawley Francisco Soto Building Official

[email protected]

760-344-8622 205 S. Imperial Ave. Brawley, CA 92227

Public Agency Staff City of Brawley Ruby Walla Finance Director


Public Agency Staff City of Brawley Chuck Peraza Fire Chief


Public Agency Staff City of Brawley Tanya Fernandez Senior Center Coordinator

760-344-3154

Public Agency Staff City of Brawley Alma Benavides City Clerk


Public Agency Staff City of Brawley Shirley Bonillas Personnel Administrator


Local Business Walmart 760-351-0186 250 Wildcat Dr. Brawley, CA 92227

Local Business Vons 760-351-3002 475 W. Main St. Brawley, CA 92227

Local Business Brawley Inn 760-344-1199 575 W. Main St. Brawley, CA 92227

Local Business Best Western Rick Desai [email protected] 760-351-9800 1562 E. Main St. Brawley, CA 92227

Local Business Townhouse Inn & Suites


Local Business Travel Inn 760-344-2810 300 W. Main St. Brawley, CA 92227

Local Business Desert Motel 760-344-2667 432 W. Main St. Brawley, CA 92227

Local Business National Beef 760-351-0342 57 Shank Rd. Brawley, CA 92227

Local Business Five Crowns A9 Rep? 760-344-1930 551 W. Main St., STE 2 Brawley, CA 92227




Organization

Suggested

Individual

Email Phone

Number

Mailing Address (if

known)

Local Business Community Valley Bank


Local Business Union Bank 760-344-3730 290 Main St. Brawley, CA 92227

Local Business Citibank 800-627-3999 580 S. 1st St. Brawley, CA 92227

Local Business Rabobank 760-351-5000 190 Main St. Brawley, CA 92227

Local Business Sun Community Bank

1080 S. Brawley Ave. Brawley, CA 92227

Local Business Brawley Elks Senior Apartments

760-351-9808 995 Willard Ave. Brawley, CA 92227

Local Business Dayout 760-344-4654 148 S. 8th Street Brawley, CA 92227

Chambers of Commerce Brawley Chamber of Commerce

Katie Figari Executive Director

[email protected] 760-344-3160 204 S. Imperial Ave. Brawley, CA 92227

Economic Development

Entities

Imperial Valley Economic Development Corporation

Timothy E. Kelley President/CEO

760-353-8332 1405 N. Imperial Ave., Suite 1 El Centro, CA 92243

Economic Development

Entities

Imperial Valley Enterprise Zone

IVEZ Manager 760-351-7155 860 Main St. Brawley, CA 92227

Elected Officials City of Brawley Sam Couchman Mayor


Elected Officials City of Brawley Miguel Miranda Mayor Pro-Tempore


Elected Officials City of Brawley Don C. Campbell Council Member


Elected Officials City of Brawley Donald L. Wharton Council Member


Elected Officials City of Brawley George A. Nava Council Member





IVT ORANGE LINE


We welcome suggestions from the City of Calexico and other kick off meeting participants on







Organization

Suggested

Individual

Email Phone

Number

Mailing Address (if

known)

Transit Operator Calexico Transit Senior Service

760-768-2115

544 Grant Street Calexico, CA 92231

Transit Operator Calexico Dial-A-Ride

Charles Brockwell


792 E Ross Rd El Centro, CA 92243

Public Transit Operator First Transit, Inc.

Charles Brockwell


792 E Ross Rd El Centro, CA 92243

Other


Calexico Transit System

760-768-2115

233 E 4th St Calexico, CA 92231

Other


Numero Uno Shuttle

760-357-2021

121 E 1st Street Calexico, CA 92231

Other


Calexico Taxi Company

760-357-1119 and 760-357-6161

420 Cesar Chavez Blvd Calexico, CA 92231

Other


California Cab Company

760-357-2412

123 W Grant St Calexico, CA 92231

Other


Border Cab CLOSED 760-357-6161


Mark Baza Executive Director


1405 N. Imperial Ave., Suite1 El Centro, CA 92243


Kathi Williams Admin Analyst


1405 N. Imperial Ave., Suite1 El Centro, CA 92243

Educational

Institutions/Organizations

Imperial Valley College Extended Center

Ted Cesar CLOSED 760-768-9740

1501 W Imperial Ave Calexico, CA 92231

Educational


Calexico Early Head Start Program

760-357-1579

937 Heber Ave Calexico, CA 92231




Organization

Suggested

Individual

Email Phone

Number

Mailing Address (if

known)

Educational


Our Lady of Guadalupe Academy

760-357-1986

535 Rockwood Ave Calexico, CA 92231

Educational


Vincent Memorial High School

760-357-3461

525 Sheridan St Calexico, CA 92231

Educational


Calexico High School

760-357-7440

1030 Encinas Ave Calexico, CA 92231

Educational


Aurora High School

760-768-3940


Educational


Robert F. Morales Adult Center

760-768-3914

901 Andrade Ave Calexico, CA 92231

Educational


Calexico Community Day School

760-768-3923

1201 Kloke Rd Calexico, CA 92231

Educational


DeAnza 9th Grade Academy

760-768-3950

824 Blair Ave Calexico, CA 92231

Educational


Enrique Camarena Junior High School

760-768-3808

800 E Rivera Street Calexico, CA 92231

Educational


William Moreno Junior High School

760-768-3960


Educational


Blanche Charles Elementary School

760-768-3910


Educational


Cesar Chavez Elementary School

760-768-3838

1251 E Zapata St Calexico, CA 92231

Educational


Dool Elementary School

760-768-3820

800 Encinas Ave Calexico, CA 92231

Educational


Jefferson Elementary School

760-768-3812

1120 E 7th St Calexico, CA 92231

Educational


Kennedy Gardens Elementary School

760-768-3842


Educational


Mains Elementary School

760-768-3900

655 Sheridan St Calexico, CA 92231

Educational


Rockwood Elementary School

760-768-3832


Educational


Calexico Mission School

760-357-3711

601 E 1st St Calexico, CA 92231

Educational


San Diego State University – Calexico

760-768-5500

720 Heber Ave Calexico, CA 92231

Social Service Agencies Alejandro Rivera Senior Citizen Apartments

Maribel Ruedas, Manager

760-357-7111




Organization

Suggested

Individual

Email Phone

Number

Mailing Address (if

known)

Social Service Agencies Calexico Senior Complex

Elena Jensen, Manager

760-768-1470


Social Service Agencies Calexico Family Apartments

760-768-1481

2301 Andrade Ave Calexico, CA 92231

Social Service Agencies De Anza Senior Apartments

760-357-7800

233 E 4th St #200 Calexico, CA 92231

Social Service Agencies El Quintero Senior Apartments

760-357-0547


Social Service Agencies Villa de Las Flores Senior Apartments

Rosa Munoz, Manager

760-768-8600

2201 Meadow Dr Calexico, CA 92231

Social Service Agencies Villa Dorada 760-768-0249

1081 Meadow Dr Calexico, CA 92231

Social Service Agencies Pioneers Memorial Health District – Calexico Health Center

760-768-6262

450 E Birch St Calexico, CA 92231

Social Service Agencies Clinicas de Salud del Pueblo

760-357-2020

223 W Cole Blvd Calexico, CA 92231

Social Service Agencies El Centro Regional Medical Center Outpatient Center

760-357-0508

495 E Birch St Calexico, CA 92231

Public Agency Staff (City

Management/planning

staff/public works

staff/others)

Calexico Recreation Department

Carmen Maldonaldo, Recreation Program Coordinator

760-768-2176

707 Dool Ave Calexico, CA 92231


Management/planning

staff/public works

staff/others)

Calexico Recreation Department

Maria Alvarez, Senior Citizens Program Coordinator

760-768-2176

707 Dool Ave Calexico, CA 92231

Local Business and

Community Leaders

Luis Moreno Apartments

Estella De Leon, Manager

760-768-5975

1113 Rancho Frontera Ave Calexico, CA 92231




IVT RED LINE


We welcome suggestions from the City of Imperial and other kick off meeting participants on







Organization

Suggested

Individual

Email Phone

Number

Mailing Address (if

known)

Transit Operator Imperial Dial-A-Ride

ARC

Public Transit Operator First Transit, Inc. Charles Brockwell

[email protected] 760-482-2908 792 E Ross Rd El Centro, CA 92243

Other: RTPA ICTC Kathi Williams [email protected] 760-592-4494 1405 N Imperial Avenue El Centro, CA 92243

Educational


Imperial Valley College

Ted Cesar

Educational


Imperial Unified Lisa Tabarez [email protected] 760-355-3200

Educational


Imperial Unified Bryan Thomason <[email protected]>

760-355-7791


Management/planning

staff/public works

staff/others)

City of Imperial City Manager

Marlene Best [email protected] 760-355-4373


Management/planning

staff/public works

staff/others)

City of Imperial Planning

Jorge Galvan [email protected] 760-355-3326


Management/planning

staff/public works

staff/others)

City of Imperial Engineering

Jesus Villegas [email protected] 760-355-3840


Management/planning

staff/public works

staff/others)

City of Imperial

Gracie Hauvermale


Local Business and

Community Leaders

Myrtle/Housing Complexes










Organization

Suggested

Individual

Email Phone

Number

Mailing Address (if

known)

Chambers of

Commerce/Economic

Development Entities

Imperial Chamber of Commerce

Sharon Ryan [email protected]

760-355-1609



The Imperial County Transportation Commission (ICTC) Specific Operational Analysis for the Circulator Bus Design Project E1

APPENDIX E: STAKEHOLDER INTERVIEWS

Participants

Brawley:

Pioneers Memorial Hospital

Brawley Public Library

Brawley Library Board of Trustees

City of Brawley

Brawley Fire Department

City of Brawley Public Works

Elks Lodge

Brawley Dial-A-Ride

Calexico:

Heffernan Memorial Healthcare District

City of Calexico Library

Calexico Advertising Planning Commission

City of Calexico Public Works

City Planning Committee

Calexico City Council

Calexico Department of Public Works

Police Commission

Taxi Services

Imperial:

United Way of Imperial County

ARC – Imperial Valley

City of Imperial Parks and Recreation

Imperial Planning and Design

Imperial City Management

Imperial Chamber of Commerce

Imperial City Council

Discussion Questions

The circulator is anticipated to cover this general area (refer to map). We’d like to know

if there is anything you would like the project team to keep in mind regarding IV Transit

service in this area. For example:

o Do you know of any specific issues related to schedule, route, connections, or

stops?

o Do you have any recommendations for improving schedule, route, connections,

or stops?



Do you know of any recent or expected changes (land use, economic development,

class/employee schedules, etc.) that we should consider for the circulator?

Does your organization have a social media page, website, or email list? Can you post

information about the Bilingual Bus Stop Workshops and Bilingual Public Workshops for

us to help publicize the events?

We also have hard copies of fliers announcing the Bilingual Public Workshops. Could you

please post these in areas of your City that are frequented by bus passengers?

Meetings and Interview Notes

Brawley

April 18, 2013

Educational Institute and Health Organizations

10:00AM-11:00AM

- The participant stated that the administrative staff at the health care facility he

represents would be requested to get feedback on these issues.

- If possible, it makes more sense to run the main IV Transit buses every hour and not

every hour and ten minutes.

- Some patients take public transportation; however, there is not much loading and

offloading of public transit vehicles in the hospital parking lot.

- Participant has been speaking with employees about the connection with Calexico and

would like service that they’d be able to connect with.

o In Calexico they have a 24/7 urgent care facility and it would be easier for their

patients if they could connect with it earlier.

o The participant stated there is a general interest in maintaining routes between

Brawley and Calexico.

- No requests for additional service by the health care institution; there previously was

consideration for another urgent care center. It would have been sited along a current

bus route.

- Employees do live locally in El Centro, Imperial, and Brawley, so taking the bus would

make sense to them; however, the participant stated that most of them use their own

vehicles.

o Some people would drive to get some lunch, but most take lunch inside the

hospital in its cafeteria, as they are there for their entire shift. There is a large

majority on only a half-hour break for their lunch. Some have a one hour break,

but overall the staff doesn’t have a lot of time to get outside the hospital during

the day.

o In terms of employees, the participant estimates that maybe 10-15% take public

transit to get to work.

o The participant hears about traffic from Mexicali by the Imperial Valley Mall and

Costco – it’s “packed with people who live in Mexicali.”



o Within Brawley, the participant sees the hospital, Walmart, and Costco as the

biggest traffic and ridership generators.

- Regarding the bus schedule and operating span: it’s not just how often the bus runs,

but the span of service is key. Service before 7:30AM (mostly for 12 hour shifts) and

before 8:00AM (for 9 hour shifts) is desirable.

- The participant believes that City Hall/Chamber of Commerce would be a good spot for

the main transfer station, based on its location in the center of town.

- The participant’s health care institution does have a website and he will share the Fact

Sheet.

11:00AM – 12:00PM

Public Agency Staff

- Some of the demands of IV Transit riders are the same as with the previous project (i.e.,

the SRTP), including service to the shopping area where the Walmart is located. It is

important for residents to reach those areas.

- The southwestern corridor is very important. There are also some issues where the bus

line serves the IV Transit stop at Pioneers Hospital – will the proposed circulator have a

stop at that location as well? The pedestrian crossing of State Route 86 has its

challenges; to get off at the Walmart area and cross the street to the hospital may be a

problem as “it is a dangerous intersection”.

- Some thoughts regarding age-restricted housing units that could benefit from service:

Brawley Elks Senior Apartments (around the hospital area), off of 950 Willard and Panno.

o Other age restricted developments include 430 East K Street and South Imperial.

(Just east of North Imperial on the south side of the road, by church in corner.)

- Recreation areas that should be considered for service include: the Lions Center at 2nd

and A Street (225 A Street, between 2nd and 3rd).

- Right now people in the participant’s neighborhood use the bus stop and transfer center

on E Street, which is presently the main Brawley bus stop.

- Participant feels it would be a good idea to consider the proposed circulator stops at

schools in the area. Families live around the schools and they are some of the people

that would benefit from the transit system. Some school sites include:

o Oakley School – at A and Eastern;

o South side schools (but these are sufficiently served by the current system).

- Some thoughts regarding the low income housing areas that could benefit from the

proposed service: North Imperial and Fleming – this is a very dense/low income area;

o 1501 I Street - Del Rio Community Center and Branch library and soccer field;

this is a relatively dense area with low income housing located there.

- Is there a need for travel within Brawley that the existing IV Transit routes are not

serving?

o Yes, the IV Transit system serves Main Street, but that’s about it. People are

“walking a mile or more” to get to Main Street. If they live on the northeast side

and they want to go to Walmart – it’s difficult.



o Service to the school on A and Western.

o Service to the Cesar Chavez corridor – just east of Imperial

This corridor may be sufficiently served by the existing bus route.

o Service to Rio Vista – Vons and some apartment complexes are located there.

- The north end is basically underserved – the IV Transit Route 51 only runs 2-3 times a

day. It is not the main route, as Route 2 is the main route of IV Transit service through

Brawley.

- The participants suggested that 8th Street may be a viable east-west corridor.

- The participants felt that the existing bus schedule is not standard or consistent. The

schedule varies too significantly from the morning to the afternoon. Other

considerations include:

o Seasonally – in the summer, if a child is allowed to ride the bus to the pool, it

would make sense for the pool to have a stop.

o SDSU’s satellite campus classes are at night, so day service isn’t as important.

o There are some things that perhaps make sense for buses to hit in the AM and

not the afternoon.

o Brawley’s relationship with the SDSU satellite campus would probably indicate

that they do not need a route directly connecting to the campus.

o The Brawley Library has some activities that vary depending on a seasonal

schedule.

o One participant expressed concern about “switching all the time” – would it be

difficult for riders to “keep track of the bus routes?”

o The new transfer center is very close to the center of town.

- Regarding the SDSU satellite campus: it may not make a whole lot of sense to

incorporate a stop at the campus, because Brawley locals don’t make up a lot of the

student body.

- The participants were asked if there were any expected changes in land use or

developments in the pipeline right now; the responses included:

o The highest growth area is along the State Highway 86 corridor – near Walmart,

Starbucks, Pioneer, et cetera.

o National Beef – some people have mentioned it in earlier projects, but employees

there have odd shift times and have high auto ownership rates; there have been

multiple attempts to record the needs for a possible ride share program/car pool

but nothing has come of it yet.

o There are many people that work at the packing sheds and Crown Cooling –

many people drive and park in that area. They are mostly seasonal workers but

they are potential riders.

o A new market is going in at Eastern and Main and is already under construction –

but it is essentially already served by the current bus service.

o Roads near Panno and State Route 86 are currently under construction; they

could eventually lead into Walmart.



- There is a dangerous crossing along the Brawley bypass – it is a super-elevated curve

with very low visibility.

- One participant would rather run the current route on Maland than on K – less traffic,

less stop signs, less kids and dogs.

- Another participant would like to see circulator route options based on how many buses

the community may be able to get. There should be some sort of “phasing/scaling”, so

that there can be more flexibility to add routes in the future.

- One participant represented the Brawley Library; concerns there include:

o There are some Imperial Valley College (IVC) students that take night classes that

end at 10:00PM; they should be considered as part of the planning process.

o The Library is open from Tuesday through Thursday from 11:00AM to 8:00PM; in

the summer from 10:00AM to 7:00PM; and Friday and Saturday from 9:00AM to

5:00PM.

Most library patrons currently walk because of its current location near

the low income mobile home community.

They are “packed” during the two days of the summer reading program.

The perception is that both the northeast area and northwest area are not

currently using the Brawley Library due to the lack of public

transportation.

One participant noted that there have been, historically, fewer facilities in

the northeast corridor of the municipality and “we’re playing catch up to

get them to connect to the facilities now”.

o The joint use facility by the soccer field and community center is also used at

night, Monday through Thursday.

- In terms of span of service, the earliest the bus should stop operating is approximately

7:00PM to 8:00PM. It was also stated that summertime hours need to be later because

people wait until the heat dies down to run errands.

- The span of service could start as early as 5:00AM. The Brawley Library gets multiple

requests for help with the schedule to figure out where the bus will stop:

o The staff has become really good at knowing the IV Transit system, but they are

acting as a “Trip Planner” for people.

o Would be good to have the bus schedules posted at the bus stops.

1:00PM-2:00PM

Community Advocacy Groups/Social Service Agencies

- The main IV Transit bus route can’t pull into the Walmart lot, so they operate via the

hospital and circle through; passengers use this stop and still face the pedestrian

crossing issue at State Route 86.

- The 70 minute frequency can be confusing for people.

- Regular frequency of service is really important.

- The proposed circulator would be a great service for this town. The participant has

noticed that when Dial-A-Ride and taxis are more available, he sees them a lot, thus he



is of the opinion that many people are using those services. The participant stated that

“if Brawley had a circulator that would be much easier.”

- A regularly recurring frequency of service would make it easier for people to use the

service.

- People are using dial-a-ride for:

o Elderly people using dial-a-ride and taxis to go to and from the medical offices:

Couldn’t see well enough/lost driver’s license;

In the immediate area of Brawley – to the hospital, dentist, doctor’s

office;

With the taxi and dial-a-ride, they can get there on time for their

appointments;

It is important for the bus to have a more regular schedule;

One client of a participant did use the IV Transit service – she lived in El

Centro and her car broke down, so she got used to riding the bus and it

would drop her off right in front of the dentist office.

- Hasn’t heard any negative things about the bus service, seems that people like it, once

they get used to it.

- One participant stated that they would use the proposed circulator to go back and forth,

to the library for meetings, or by the hospital; he indicated he rides his bike sometimes

but if he didn’t have enough time or didn’t feel like it, he wouldn’t mind taking the bus.

It would need to run a regular schedule.

- One participant stated that it would be a long walk, and biking is nice, but it would

nonetheless be nice to have a different option other than driving.

- Participant doesn’t know of any new building happening, except near Walmart and the

hospital.

- Participant noted that satellite library off of Palm south of Main, (the Del Rio Branch) – is

only open a few days a week, but there are some things that are there that aren’t at the

main branch. It would be an ideal spot to have a circulator stop, (as it’s near the

school/library/community center).

- One participant noted that the pool could be a good location for circulator service, and

that a route along A Street might be viable – it could serve the Lion’s Club and baseball

field. This same participant noted that the Boys and Girls Club also has their teen center

right there, and that the skate park is also in the area.

- A potential beneficiary would be students during the week, after school – they walk from

school to the Brawley Library and do their homework, and then they would be able to

utilize the proposed circulator bus to get home, instead of walking from the east side of

town to the school.

- The Brawley Library has become a de facto after school daycare/Boys and Girls Club – it

is a good place for kids.

- Areas that could potentially benefit from the proposed circulator are the lower income

areas in the northeast quadrant of town, straight up Imperial.



- Participant felt that Maland might be a better alignment for the IV Transit Route 2 bus

than K Street.

- Participant stated he is excited about these plans.

- Participant noted that heat is a large factor – “growing up here, you go get into the car

after it’s been sitting, and you can’t get your car cool enough by the time you get

anywhere.”

o Jumping on a circulator bus that is already cool may be a major advantage; the

key to getting through the summer is having a cool, shaded spot for your car. If

you don’t, “it’s awful”. The participant noted that this could be a good media

campaign – take the “cool bus”.

- Having a place to put a bike on the bus would be a good option, especially in the heat,

as a person can ride the bike in the morning, and then get on the bus on the way home.

- September can be some of the most difficult times for heat in the Imperial Valley.

- Participant stated that there are some older Elks members that will come down into

town, but will come have a drink or two, and then they look for a ride home. Some of

them may use a bus circulator for this activity instead.

- In terms of span of service, the participant noted that 9:00PM would be the latest it

would likely need to run, but that a new service could potentially get riders from the Elks

Club (between 5:00PM and 10:00PM) that would use the circulator bus to get home.

- The participant stated that he would promote the bus at the Elks Club as a safe way to

get home.

Transit Operators and Contractors

2:00PM-3:00PM

- Dial-a-ride operator suggested that a bus circulator could eliminate a lot of no-shows

that they have. “We (Dial-A-Ride) have a lot of Americans with Disabilities Act (ADA)

clients with many wheelchairs, and to load and unload a wheelchair takes a lot of time.

That means that non-ADA people who are waiting may have gotten a cab before we

arrive.”

- The dial-a-ride operator stated that they don’t deny trips, but that they only have

denials if a rider wants to go to Westmorland.

- Dial-a-ride will schedule a last-minute ride if they have a time slot available, but if

they’re already booked, they will go to another time.

- The dial-a-ride no-show problem is mostly general public issue. The issue is more

prevalent in the summer because of the heat, when up to 14% of riders may be no-

shows.

- Some people will call both the White Cab/Yellow Cab companies and Dial-A-Ride at the

same time, but then both will show up and the rider will pick the dial-a-ride because

they are cheaper. This has caused issues between Dial-A-Ride and the local taxi

services.

- Some dial-a-ride people are “door-to-door” riders (and not solely curb-to-curb) and

that’s an important distinction. The proposed circulator bus won’t be able to do that.



- The dial-a-ride operator is worried that too many buses may take some of their

business.

- On Saturdays the dial-a-ride service has fewer wheelchair customers, and they close at

1:00PM. The potential new circulator service would help those riders.

- A lot of people have been asking for extended dial-a-ride hours on Saturday, to at least

3:00PM.

- Walmart is a popular dial-a-ride destination.

- The hospital is an important dial-a-ride location, as are the pharmacies, Rite Aid,

Walmart and Vons. As is the White Cross (which is closed on Saturdays).

- For dial-a-ride, about 60% of riders are general public, and 40% are ADA passengers.

- Key dial-a-ride service areas include the low income housing areas; on Eastern, B Street,

North Imperial, and the trailer park by the hospital.

- For dial-a-ride, the convalescent home has many patients who need transportation to

the doctor, while the Cattlecall arena area seems to be made up of purely ADA trips.

- There is one SDSU student in a wheelchair that dial-a-ride serves regularly.

- There is one student from Calexico who dial-a-ride transports to SDSU.

- Dial-A-Ride is busiest during the week between 11:00AM and 3:00PM.

- Around the first of the month, dial-a-ride will have 17 or so people waiting to take a

ride to get their Social Security or disability checks.

- The “Day Out” facility – near 147 North 8th, by the Fire Department – is where many dial-

a-ride wheelchair patrons get picked up. They also go to the pharmacy or to Walmart, et

cetera.

- No Sunday dial-a-ride service is offered. Not even IV Transit runs on Sunday.

- The dial-a-ride service goes right into the front door of Walmart.

- Walmart is the largest dial-a-ride pick-up location.

- There is more general public dial-a-ride demand at the Walmart.

- The dial-a-ride service will pick up people from northeast Brawley and they will take

them to the IV Transit bus stop.

3:00PM-3:30PM

Elected Officials – Group One

- One participant stated that “Isabel probably has a better perspective than we do on the

transportation issues in Brawley.”

- The participants stated that the Walmart area needs to get service. “It should have been

done 4 years ago, but this is an opportunity.”

- The area around Walmart is going to be a place that people are going to keep visiting –

it is a huge tax base for the city. Our development is going out in that direction.

- The Imperial Valley hasn’t seen this much development in a long time. The last 20 years

it has really grown. Now that there are big box stores like Costco and Walmart, it has

changed the way people shop and spend their money.

- The participants stated they don’t see a lot of people going downtown, but they’re

trying to change that and are trying to develop downtown.



- There will be new services at Brawley Behavioral Health on 2nd – there is a bus stop in

front of there at the County Court Building, and thus this stop at the 800 block of Main

Street will get more active.

o Potential riders there are currently in El Centro, and some staff will be moved to

Brawley.

o The participants indicated that it’s hard to say if the ridership will only be based

in Brawley or outside of the city.

- The participants stated that most of the county employees drive to their job, but there

are behavioral health services near the north end (a full service facility), so they could be

using the transit system – and per capita, there is a good amount of ridership coming

from small unincorporated areas in the surrounding area to and from Brawley.

- The participants felt that Eastern Avenue is underserved, and that it would be an area

that would be important to encompass with the proposed circulator. Lots of the

ridership may be coming from that area. They stated the airport area is another area

that may be “up and coming”.

- They are making some significant park improvements at Alice Gerow Park at Eastern and

Magnolia- a splash pad, et cetera.

- The participants felt it would be good to have a stop outside the Brawley Library.

- The participants stated that it is a dangerous crossing between the hospital and Walmart

– this should be 2 distinct bus stops.

- The participants stated that if someone could go to Walmart and could come back within

15 minutes, it makes it easier to use a circulator (and the consistency and reliability of

service has to be there as well).

- Without consistency people will not ride the bus circulator.

- The number one complaint one participant has received regarding IV Transit is that they

are not there on time:

o The 2nd most popular complaint concerns customer service issues – courtesy, et

cetera.

- Would be good to talk to people at the county service building by the unemployment

office – the riders there would have good input.

4:00PM – 4:30PM

Elected Officials – Group Two

- One participant stated that he’s heard that some senior citizens that visit the Senior

Center via public transportation have difficulty as it sometimes doesn’t get them there

at the time frame that they need to get there to. Lunch time and the afternoon in

general are popular times at the Senior Center.

- One participant stated that “we missed the opportunity to get the Walmart stop earlier,

and now it really has to happen”.

o They noted it would be easier with a smaller bus.



- Participants noted that as development continues near Walmart and the hospital, there

will be a need for more transfers. Connecting that area to downtown would be

beneficial.

o That area is going to grow considerably so we need to take that into

consideration.

- Participants noted that the clinic on Main Street is another popular destination.

- Participants noted that there are some businesses on East Main, and that lots of people

that use public transportation live over there.

- It was stated that the fire station and airport aren’t that important of areas for public

transportation.

- Participants noted that people on the east side of Brawley are more transit dependent

and tend to have lower incomes – this is “something to keep in mind”. They also

indicated that there are not a lot of people on west side of town, with the possible

exception of older people.

- It was stated that some people need to use public transportation to get to the doctor in

El Centro.

- It is thought by the participants that most people are traveling to El Centro for services

from the east side of Brawley; and that many would also go to the Walmart.

- One participant felt that not many people on the west side utilize public transportation,

unless they need to travel to the pharmacy.

- One participant stated that the northwest side of Brawley does use public transportation

to access Pioneers Hospital, especially during the week (and especially if they are getting

regular care from the hospital, like dialysis).

- It was stated that crossing State Route 86 is a problem and not viable for some people.

Other concerns in that area include:

o Sun Community Bank – walking across the street is still a problem there, lots of

older people use their bank.

o As Brawley takes over that corridor and it no longer belonging to Caltrans, they

will be able to change the walkway situation.

- Regarding the new Florentine development – this housing unit is across the street from

Panno Road; housing development is already happening there. It is a gated community.

o The participants stated there are other housing developments in that corridor –

there will be another road there. The convalescent hospital in that area would

perhaps be a good spot for a circulator stop. They are getting permits for an

additional 60 units.

- The continued development of the Pioneers Hospital area, Walmart, Sun Community

Bank (i.e., the entire commercial area near Dogwood) – once they get the roadwork

finished, that would be a good area for potential circulator service.

- If Panno Road is completed, you could travel south on Dogwood and take Panno to the

Walmart.

- Another potential commercial area is near Vons, where restaurants, the pharmacy, and

Family Dollar are located, on E and Western.



o That commercial trip is usually pretty busy and would be good to serve.

o It is located on Main Street and Western Avenue.

- The participants noted it would be good to have a route between the Brawley Library and

the Boys and Girls Club.

Calexico

March 19, 2013

8:30AM-9:30AM

Educational Institutions and Health Organizations

- The participants noted that they have patients that can’t come to get services because

they can’t get transportation.

o Their clients come from Brawley and Heber, they need special care as they are in

wheelchairs they need medical attention.

o The participants stated that Numero Uno service “is not constant enough”, as it

only has a few stops a day, so it is not convenient for ADA customers.

- It is perceived as a problem that there is no public transit available on Sundays.

o This is perceived as an issue as many people go to Mexicali on Friday and return

on Sunday.

- The participants asked if it would it be possible to have a “medical line” on Sundays. It is

perceived as a county-wide need.

- The participants noted that the Community Center is on the corner of 7th Street, but the

main IV Transit bus line is a block away on Encinas. Encinas is perceived as being too far

to walk for some of the patrons to the Community Center. They serve lunch every day

from Monday to Friday, and have activities all day long. They are missing people that

would be coming if they had a closer bus stop.

- One participant noted that she has also heard from her seniors that there is no evening

bus. They don’t have a ride to get to the classes at night at 6:00PM or 7:00PM. They

can’t walk over to the senior center from the bus stop.

- It was noted that the pool was damaged in the earthquake, so it is no longer a

community hot spot.

- The participants noted that the Denny’s, the churches, downtown, the movie theatres

near the Holiday Inn Express, the swap meet, and Walmart are all major stopping points.

- The participants noted it would be great to have posted schedules at bus stops. It is

difficult to find the IV Transit schedule book; it is frequently not available. They get a lot

of questions about bus scheduling from riders at the library.

- Future areas of development include:

o Next to the hospital, there is a Regional Health Care Clinic on State Route 98.

o There are about 6 to 8 senior citizen apartment complexes that would benefit

from bus services.

o Casa Retiro – the participants noted that they are in the process of buying a bus

for them to get to the pharmacy and doctors’ offices at 4th and Blair.



- Regarding the senior citizen population:

o A distance of 3 blocks is not necessarily “accessible” to a bus stop in Calexico,

due to issues of age and climate/physical ability, especially in the summer.

o Both the pharmacy and the bank are important stops for seniors.

o The participants noted that at the beginning of the month there are needs to get

to the bank and the city council chambers to pay water and utility bills; people in

Calexico prefer to pay in cash and do it in person.

- It was stated that “unemployment here is the highest in the nation – it is about 30

percent”.

o In Calexico, an associated issue is that many people can’t drive because of the

high cost of owning a car.

- Regarding Imperial Valley College (IVC) – many students don’t have transportation to get

to the classes.

o There aren’t enough seats on the bus; they are so crammed in there that people

are concerned about being in there too tightly.

o They believe that about 40% of the IV Transit ridership are IVC students.

o They believe the line “doesn’t work long enough” (i.e., has too short a span) -

there isn’t a bus to take home at the end of classes, especially night classes.

o It was stated that “all of the kids in town go to” the Blair – 9th grade Academy on

the west side.

- The participants noted that the high school is on the far east side of Calexico; the

schools get out at 3:00PM and start at 8:00AM.

- The soccer field on State Route 98 and Andrade is a potential ridership generator.

- Nosotros Park on Kloke and Calexico is also a potential ridership generator.

- The Imperial Irrigation District Office on 3rd and Imperial is another potential ridership

generator.

9:30AM – 11:30AM

Public Agency Staff and Elected Officials

- The participants are concerned about the fare the potential circulator would charge; they

indicated that “ICTC fares need to be comparable to those charged by existing small

local businesses” (i.e., meaning those fares charged by the Calexico Transit Service, or

“CTS”).

- The participants stated that “no one should undercut the CTS price”.

o Regarding taxicabs, the participants are concerned that the potential circulator

bus fare structure will “take away from the taxi/local businesses”.

o Several participants noted that “we need to subsidize the local transit that we

have, we don’t need someone from outside, we need someone like ICTC to help

the existing CTS service”.

- The participants noted that “we (meaning CTS) need something like the subsidy that

First Transit receives”.



o The participant noted that “in order to give a good service, we need new buses,

and we need financing for that”.

o The participant noted that “in order to expand the route, we need a subsidy”.

o The participant also noted that “to reduce the price for the seniors, we need a

subsidy”.

- It was stated that pedestrians at the eastern border crossing come into the United States

there and need a bus to Calexico:

o They come to downtown Calexico to shop.

o This was viewed by one participant as a “humane necessity”.

- It was noted that – in terms of the larger picture – the use of the eastern border crossing

would have a positive effect on the border crossing here in Calexico by reducing

congestion in downtown Calexico.

- The participants stated that the crossing of the border by people can take so long, that

they come and work over here and they sometimes sleep here.

- It was mentioned that students need a better transportation system to the San Diego

State University (SDSU) extension campus in Calexico.

o One participant noted that additional express buses are needed because people

are waiting a long period of time, and that the buses were crowded.

- One participant stated a concern that the ICTC doesn’t “bring in an outside

organization”; this participant works in the economic development field.

o The participant hopes that if a new circulator route is funded that it will be

operated “by a local” entity.

The participant doesn’t want to adversely affect the local businesses.

The participant stated that – in summary – what this study needs to do is

recognize the following regarding transportation:

Nothing can function without a subsidy;

The proposed circulator service must hire and provide jobs for

local people;

The proposed circulator service “needs to not be competitive with

existing local businesses”; and

Whatever circulator bus line comes in needs to be locally

operated.

- Several participants stated that the proposed circulator bus route “must be a local

system, reliable, and help to retain a local business”. These participants also stated the

following regarding the proposed circulator bus service:

o That the service must be something that stays within the community;

o That its priority is the citizens of Calexico;

o That the study “must recognize that the existing company should be subsidized,

and that with a subsidy it can then meet its needs to grow”;

o That “the money is not staying in Calexico with other businesses coming in” (i.e.,

should a non-local business operate the proposed circulator service);



o That the local community needs to “help itself and not other areas – any

transportation plan will probably take money to other communities”;

o One participant believes that the “outside services” (i.e., IV Transit routes) should

“stop at a point just outside of the city, and then the local transportation service

can meet the passengers there”;

o That it be noted that officials have “not given subsidies to local transit

companies like CTS”;

o That “it is unique here, so this study needs to respect the existing bus line”.

- There is a perception from the stakeholders who attended that “the subsidy is going to

First Transit and is thus ’unfair’ and killing local businesses like CTS”.

12:00PM-1:00PM

Private Transit and Taxi Operators

- The participants noted that the Fare of the proposed new bus circulator is of concern to

transit operators here.

- The participants stated that Calexico Transit Service (CTS) has been operating for over

40 years without a subsidy.

- The participants stated that the proposed new bus circulator would create an “unfair

competition” – the proposed fare structure is especially important to the local

businesses operating taxicabs and to the CTS representatives.

- It was stated that “the ICTC has other cities to make money off of, it is not good to

compete with local businesses in Calexico when it will hurt them”.

- One participant suggested that the ICTC “move the transit hub to the north end of

Calexico and do not enter the community at all”.

- Another participant noted that “better fare coordination between the public and private

transit operators is needed”.

- The participants stated that “if the proposed Orange Line charged $0.35 (i.e., for senior

citizens), it would create an unfair competition for private businesses”.

- The participants suggested that their “first choice” is to “support local businesses

(meaning CTS) through subsidies”.

- The participants then suggested that their “second choice is that the proposed Orange

Line has no fare differential from the existing CTS service, that it operate solely along

the route alignment the IV Transit operates along today, and that it have no “flag stops”.

Imperial

March 19, 2013

2:00PM – 3:00PM

Educational/Health/Social Service Agencies

- The participant stated that most Dial-A-Ride clients are senior citizens and the disabled.

o Most are home-based pick-ups, with curb-to–curb service; however, depending

on the person (if needed) they will provide door-to-door service.



- The United Way supports the community through education, health, and income issues.

o Gasoline prices are an issue for United Way clients and members.

o United Way clients are making the decision between filling up the car to get to

work or buying food, so “public transportation has a great opportunity to help

those who need it”.

o The participant stated that public transit needs more routes or a broader

distribution of when routes run and where they run to:

It would be great to have a “trip planner” element to the website;

The knowledge of the bus system is lacking in the community;

More visible postings of the schedule at bus stops might help;

The participant stated he is not aware of specifics but knows that there is

a need for more economic forms of transportation.

The participants were asked if there were any new land use/development patterns the study

team should be made aware of:

- It was stated that El Centro is considered the “hub”, and “whatever you need is there”.

- It was also stated that there is a lot more traffic southbound to El Centro in the morning,

and northbound in the evening to return home from work.

The participants were asked about the most common locations their clients needed to visit:

- Social security offices and the Imperial Valley Mall are two “hotspots” for their clients

and riders.

- Centers of employment – such as the beef plant in Brawley; there are a lot of people

driving there.

3:00PM-4:00PM

Public Agencies, Planners, Engineers, Police

- The participants noted that Imperial Valley College (IVC) students need more transit

options; such as:

o Sandalwood Glenn – there are currently 2 bus stops there east of La Brucherie,

but there are a few people at the parks, and it is believed it would be great to

have a stop there. Would make it easier for students to get to the IVC.

o Participants hear complaints on a regular basis about getting to and from IVC.

o It was stated that a trip movement that is necessary is between Brawley and

Imperial, then to IVC and then back to either Brawley or Imperial.

o It was mentioned that from Imperial there are no ways to get home after night

classes at IVC.

- Participants noted that the area northwest of the city is in the county, and there are a lot

of people living in that area, but there is no way to get to bus service anywhere. The city

is currently working on putting in a regional park at the northern end of the community.

If there’s any way of getting up through La Brucherie to bring in that northwest area into

the downtown Imperial area, that would be a positive addition to transit services.



- The participants noted there is a “hole in the middle of the city called the airport and the

fairgrounds”; there are a few taxicabs that service the airport, but there are few places

to get a rental car or any type of transit.

o New services from the airport in the future will include: 3 flights to San Diego, 2

to Burbank, 1 to Palm Springs, 1 to Santa Barbara, and maybe 1 to San Luis

Obispo; participants see a potential for industrial land use at the airport.

New carrier will use 9 passenger aircraft.

o The participants felt that to make the airport some sort of economic generator

there needs to be transit service.

o There are no services that are currently helping people get to the airport.

o There are not a lot of employees at the airport.

There is a fixed-base operator.

- The participants noted that there are senior citizen apartments around the core area of

Imperial – they rely heavily on Dial-A-Ride services.

- It was noted that the new hotel – a Holiday Inn on IV Transit Route 2 – is being built.

- It was stated that the Imperial Irrigation District (IID) and IVC are the two most important

generators for Imperial.

o IVC would like to be seen as being “part of the city” with some dorm housing on

the campus; it would be important to serve the student community with

transportation between the campus and Imperial.

- New administrative offices for IID – there is a currently bus stop right in front.

- Town core – there are some areas that are lacking sidewalks, but it is in the plan to build

those sidewalks; it was noted that the core of Imperial is generally walkable.

- Regarding local Imperial students, the participants noted:

o State Highway 86 cuts Imperial in half north and south, and the airport cuts it

east and west.

o They are walking along the highway to get to school – the students don’t want to

walk all the way down to Cannon as they live too close to the school.

o Regarding after-school activities or the community center location – the

participants would like to concentrate it in town core area, along with a regional

park and community center.

- The participants noted the Fairgrounds are busy 2 to 3 weeks throughout the year.

- The participants noted that the Airport is an ongoing all-year-round use.

- It was stated that at some point in the future a transit service that goes out to NAF El

Centro could prove useful – a lot of people who work at NAF El Centro live in Imperial.

- The participants stated that a goal/hope for downtown Imperial is that there would be

an opportunity for people to come from NAF El Centro to downtown Imperial to perhaps

have dinner or for some other activity.

- The participants stated that as this community grows, its future is not going to be as an

economic hub for commercial places. Rather, it will more likely be a “touristy

destination” for eating/restaurants – a “restaurant row” of sorts for the Imperial Valley.

- The Police representative offered the following input:



o The more bus stops there are, the more calls for service there will be for the

police.

o If there is service later than 9:00PM or 10:00PM, there should be adequate

security – lights at the shelters/bus stops, surveillance cameras et cetera.

o Some newer cameras are portable.

o It was noted that municipalities are in charge of the bus shelters.

- The participants offered the following input regarding senior citizen housing:

o There is existing senior housing near Barioni and H, the northwest corner of

Imperial Avenue and 10th Street.

o The participants noted that they would like to have commercial areas in the

middle of such housing developments, like parks.

4:00PM – 5:00PM

Local businesses, Chamber of Commerce, Economic Development

- One participant noted that many of his customers walk around the store while waiting

for the bus; the bus stop created more foot traffic in the downtown area for businesses.

- Two participants are members of the local chamber of commerce – NAPA Auto and the

local community pharmacy – and they indicated would like the bus stop relocated

slightly so as to increase the amount of available parking. Patrons of the laundromat and

other areas in that shopping center have difficulty finding parking. They indicated they

would like the City of Imperial to explore adding more parking on 9th Street instead of it

being a one-way street.

- The participants indicated that the Farmers Market is growing into “street fair type” of

event; it is held once a month between October and March. They close down Imperial

Avenue—including the bus stops – and implement an alternative route. It typically runs

from 4:00PM to 8:00PM, but there are some daytime hours between 10:00AM and

3:00PM.

- The participants noted that “Christmas in a Small Town” and the “Parade of Lights” also

require the detouring of the IV Transit bus routes; in addition for 10 days the mid-

winter fair takes place on the Fairgrounds.

Regarding land use changes or development projects, the participants indicated:

- There is a new Immigration Services office on Aten and La Brucherie.

- There is a desire for a more direct way to get to the 2 hospitals in the Imperial Valley –

Pioneer and El Centro (although both are already directly served by IV Transit Route 2).

- Some potential employment centers that may benefit from the proposed circulator

include:

o Border patrol headquarters; and

o The IID (whose existing structure is across the street from where they want to

build the new one).

The participants indicated some future needs they see include:



- Connect the northern and southern sides of Imperial with each other.

- Serve seniors and young parents in downtown Imperial that want to get to doctors’

appointments at both hospitals. They would like a more direct route to the hospitals – it

is difficult to ride the bus with young children or as an older person for a long time.

o Both El Centro Hospital and Pioneer Hospital, although – as mentioned previously

– both are located on IV Transit Route 2.

o More of Imperial’s residents would prefer to go to Pioneer Hospital.

o Across State Route 86 from the airport are some new medical testing centers and

labs/radiology offices.

- The participants noted that – if possible – they would like to have an “old trolley feel”

with the proposed circulator bus – it would assist in the “change of atmosphere” around

downtown Imperial.

o Such a service would help market the uniqueness of the community through the

circulator bus – demarcating the general outlines of “downtown Imperial.”

o The circulator could also possibly have an “Early California” theme.

1930s/40s bus style.

5:00PM-6:00PM

Elected Officials

- The participants like the idea – if possible – of having the main IV Transit route

eventually operate hourly service.

- The participants indicated that they perceived the following as areas of need:

o There should be a bus stop at the airport.

o Students need more access to IVC.

o Senior citizens are going for medical care, and they are using ARC dial-a-ride

service, but if there was a circulator bus, they wouldn’t have to depend on that.

Some of them could get themselves to the bus stop.

Both medical visits to the hospital and other types of trips to the

downtown area are important to serve.

o Walmart is a necessary stop.

o Dial-a-ride and the proposed circulator should coordinate so that the dial-a-ride

service could get potential passengers to the bus stop.

It was indicated that Imperial dial-a-ride is having no show issues.

o The new regional park area by the new Holiday Inn.

o In the northwest area of the city, the new development and water reclamation

project could potentially bring in manufacturing jobs.

o None of the current services utilize Dogwood:

It will be one of the main routes through the city.

Dogwood is the road in the mass transit plan – it is seen as a 6 lane road

with a transit corridor down the center.

o NAF El Centro does not currently have bus service:

Perhaps the Ocotillo IV Transit route may go near it.



The potential new squadron there of F-35 fighter jets would upgrade it to

a “Naval Air Station” instead of solely a “facility”.

This would increase employment – 4,000 employees or so.

- The participants noted the lack of transit service on Sunday.

- The participants also indicated a desire for more bus stops on Aten Road and Rodeo.


The Imperial County Transportation Commission (ICTC) Specific Operational Analysis for the Circulator Bus Design Project F1

APPENDIX F: BILINGUAL BUS STOP WORKSHOPS

Discussion Questions and Workshops Notes

The Bus Stop Workshops were held as informal, one-on-one conversations to capture

additional perspectives from people who may not participate in formal outreach events. The

discussion topics were used as a loose guide for informal conversations about potential

circulator routes.

Discussion questions:


if there is anything you would like the project team to keep in mind regarding IVT



stops?


or stops?



Brawley

- Bus stop requested at:

o Walmart

o Brawley Fire Station

o Lions Center

- A request for additional bus benches

- A request was made for a small bus to go straight from the Fire Station to Calipatria and

Niland to make the trip shorter; Fire Station is a better stop location for people traveling

north

Calexico

- General additional service requested:

o on east side running north to south from Cole Blvd to 2nd Avenue

o J.A. Rodney Avenue

o Weekend service (2)

o Every half hour

o Peak hours at beginning of semester for IVC students

o IVC express bus should go direct to IVC and not stop after 3rd and Paulin so bus

does not arrive full; sometimes leaving students behind because it is already at

capacity

o Agricultural fields in area

o Direct service to Brawley on Saturdays (2)


The Imperial County Transportation Commission (ICTC) Specific Operational Analysis for the Circulator Bus Design Project F2

o Reverse loop and go by the Clinica del Puebla (2)

o North of Main Street – 60 percent of city not serviced


o Calexico Outpatient or El Centro Regional Medical Center

o Walmart (9)

o Gran Plaza (Near IVT Terminal)

o Food for Less

o Mexicali

o Costco (2)

o Mall

o Home Depot

o Clinica del Pueblo (2)

- Feels unsafe when required to stand in bus when full

- Unsafe to cross street to Walmart, especially for seniors (2)

Imperial


o More bus stops between Aten and La Bucherie

o Seaport flights from Imperial to SD


o 7-11

o Pasa del Sol homes

o Hillbrook School

o Savannah Ranch


The Imperial County Transportation Commission (ICTC) Specific Operational Analysis for the Circulator Bus Design Project G1

APPENDIX G: BILINGUAL PUBLIC WORKSHOPS

Discussion Questions and Workshops Notes

An open house format was used for the Public Workshops. There were four

information/participation stations staffed by AECOM, the ICTC, and SCAG (same material

presented at each station). Input was collected using flipcharts, maps, and comment cards.

Discussion questions:


if there is anything you would like the project team to keep in mind regarding IVT



stops?


or stops?



Brawley

- One attendee from Calexico provided input on Calexico circulator design. These notes

are included in Section 6.1.2

Calexico


o Make the bus transfer stop at 3rd and Heber (2)

o Expand routes within Calexico

o Additional stop at SR 98 and Lacey or Lee

o Bus stops should be designed to stop right in front of medical offices for elderly

and disabled

o Meadow Drive area

o IVC Park and Ride near Food 4 Less

o Relocate 3rd and Paulin to North of Birch (2)

o East of Andrade

o Moreno Street area

o Community near Andrade and Cole Road (Low-income housing units) (2)

o Saturday service to IVC

o Saturday service to Brawley

o Connect the East to West areas of city


o Gran Plaza Project (3)

o Community Center at Dool Ave (2)



o Senior Apartments at:

Fiesta Avenue

Along Rockwood and Andrade Avenue

o Mario Esquer building by Sheridan Street

o Clinica de Salud (2)

o Walmart (3)

o Food 4 Less

o 99 Cent Store on 2nd and Heber

o Hope Pharmacy at 4th and Heffernan

o Downtown POE

o East Rivera Avenue/98 East

o Victoria Park

o 2nd and Cesar Chavez Blvd

o El Centro Regional Imaging Center

o Alegria Medical Facility

o Pharmacies (2)

o Portico Industrial Park

- IVT mainly used by folks leaving Calexico and CTS for internal travel

- Between CTS and IVT, Calexico has good service

- Make existing CTS service better instead of creating new service

- Get new buses for CTS

- Concern with conflict with agricultural field workers related buses

- Is there anything that can be done about the onion smell at 3rd and Paulin?

- Can ICTC provide money and help Calexico?

- Give subsidy/money to CTS to upgrade existing buses

- Can ICTC assist in sharing cleaning costs for bus stops?

- Bus shelters need repair

- Uncomfortable ride on existing service / CTS buses don’t have air conditioning (3)

- We should have green transportation; present CTS service is very polluting

- “I did a survey of 22 seniors and 18 of the 22 wanted the Orange Bus Line. Many of them

wanted air conditioned bus line which the present service doesn’t have.”

- Up to date service needed

- “We are such a busy corridor being next to Mexicali that we need a transit service that

we can be proud of as a community.”

Imperial


o East-west connection between B Street and CA 86 may be difficult

o New home development around La Brucherie above Neckel Road

- No real need for service on Imperial south of Barioni

- Schedules appropriate for IVC classes especially in evenings

- Downtown is the closest option for IVC students besides IVC cafeteria



- New homes

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