Santa Monica Bike Share RFP Response From CycleHop Redacted

2
Qualifications
Sister Company: Bike and Roll

Established in 2001, Bike and Roll is Americas
leading bicycle rental and touring company.
Bike and Rolll operates in 5 major US cities
with 30 locations in Chicago, Miami, New York
City, San Francisco and Washington DC. Bike
and Roll is contracted with multiple municipal
agencies including the Chicago Park District,
New York City Parks, San Francisco Parks, and
other major visitor destinations including Navy
Pier, Fishermans Wharf, South Beach, and the
National Mall.
Sister Company: Bike and Park

CycleHops other sister company, Bike and Park,
operates Americas largest bicycle commuter
centers in Chicago, Santa Monica, and Cincinnati.
Solely focused on planning and operating secure
bike parking centers and commuter cycling
facilities, we serve as a community hub for locals
and visitors, supporting the joy of riding, for both

transportation and recreation. Our mission is to
inspire people to ride bicycles for the benefit of
ones health, spirit, and planet. Using Mr. Squires
leadership acumen and broadbased experience,
CycleHop has developed multiple rental
systems, established industry standards, created
operational and marketing plans, and formalized
bicycle distribution and maintenance standards
that have shaped the industry. CycleHop has
become a dominant player in the bike share
industry and is the only independent bike share
company in the market today. Were fortunate
to have worked on a diversity of projects with
leading equipment companies, tech suppliers,
planners, and marketing firms. Our unique
position as an independent consultant and
management company provides for unbiased
services to municipalities and transit agencies,
as we are 100% focused on their needs.
Key Personnel and Organizational Chart
Santa Monica Spoke

As a local chapter of the Los Angeles County Bicycle Coalition, (LACBC), Santa
Monica Spoke (SMS) is dedicated to improving biking in the City of Santa Monica.
SMS is a community based group working to make Santa Monica more sustainable,
and a better place to live, walk, bike, work and play. Advocating the concept of
Complete Streets that support and protect all users, pedestrians, cyclists and the use of public transit
to promote fewer single car tips and a healthier environment for the community at large.
Bike and Park Santa Monica

Bike and Park Santa Monica, the operator of the Santa Monica Bike Center
(SMBC), and its parent company, Bike and Park, inspire people to ride bicycles
for the benefit of ones health, spirit, and planet. .Bike and Park specializes in
building and operating bicycle commuter centers. Bike and Park Santa Monica
has experienced great success operating the largest commuter cycling facilities in the country. Their
management team encompasses industry experts in the fields of bicycle commuting, cycle tourism,
and bicycle advocacy. Winner of the 2014 Sustainability Quality Awards for Economic Development
Excellence, Platinum Bike Friendly business, Certified Green Business from City 2013, Sustainable
Brands Peoples Choice Awards 2012
Perrys Caf and Rentals

For more than 30 years, Perrys has been as much a part of the Los Angeles
beachscape as the Southern California sun itself. Since 1976 Perrys has been
serving the community at eight bustling locations along the world-famous Santa
Monica and Venice beaches, and is a local institution frequented by generations
of celebrities, tourists and locals alike. Grand Prize Winner of the 2014 Sustainability Quality Awards.
12
Organizational Chart
City of Santa Monica

Social
Bicycles
Program Manager
Equipment &
Planning
Administration, Human
Resources, Finance , IT
CYCLEHOP, LLC
CycleHop, LLC
Local Program
Manager
Sam Schwartz
Engineering
Sponsorship
Sales
Santa Monica Spoke

Community Outreach
Engineering Partner
Supervisors
Local DBE
Partners
Mechanics
Bike
Checkers
Bike
Balancers
Station Techs
Customer
Relations
Coleman
Installations
Marketing
Director
Phelps
Local
Marketing & PR
Partner
Memberships
Sales
Events
Social Media
Partnerships
Outreach
Phelps Total Market & Partners

Diversity
Marketing
13
Key Personel Chart
Cyclehop, LLC
Josh Squire, CEO
Technology
Tony Halawith
Marketing &
Operations
Sales Jeremy
Director
Rothschild
John Romero
Marketing +
Member Services
SM
Lisa Parks
Eric Trull
Sponsorship
Implementation
Sales
Peter Martinez
Robert Soviero
Implementation
Jared Arter
14
Planning
Sarah Elbadri
Design
Wes Ruggles
HR & Finance
Maria
Nevinger
Statement of Project Intent
Why Choose CycleHop
Low Cost, High Performance
Simply put, CycleHop brings a unique

perspective and superior technology to its
clients. Our combination of experience, local
knowledge, stellar equipment, low costs, and
marketing savvy leads to success. We are
committed to bringing a stellar bike share
system to Santa Monica and establishing the
foundation for a regional program.
Additionally, our system provides significant

cost savings by eliminating the need for power/
wiring within station docks. Modular dock
configurations make siting and implementation
a snap, further lowering installation costs.
Combined with the high performance, attractive
component designs, its the best value on
the market.
CycleHop stands apart from the pack with

deep roots in customer service, operations
and consumer marketing. Our knowledge and
connection to the local cycling community
gives us a comprehensive perspective of cycle
commuting and recreation, as well as Santa
Monicas visitor market all key to the success
of the bike share program.
Expert Planning
On top of that, we want to move our national

headquarters to Santa Monica!
Unique Perspective
CycleHop and its sister companies Bike and Roll
/ Bike and Park, have put millions of tourists
and commuters on bicycles. We know how to
promote a healthy lifestyle, green, active transit,
and fun on wheels. Our experience in engaging
and capturing mindshare with consumers,
notably tourists, will lead to a system to thrives
and boasts both a healthy membership and
steady flow of casual riders.
Best Equipment Mix

Social Bicycles will provide an advanced bicycle
sharing experience fit for Santa Monicas urban
landscape. Social Bicycles smart bike platform
reduces costs to one-fifth the price of systems
from other vendors and increases functionality
over existing fixed-station bike sharing
equipment, providing more engagement and
flexibility than ever before.
CycleHop and Sam Schwartz have been

planning bicycle systems for 20+ years. There
is no substitute for experience. By mixing
local knowledge, industry best practices and
leading technologies, well develop a successful
implementation plan, specific to Santa Monica,
focusing on social equity, economic viability, and
system growth.
Self-Sustaining Programs
While the City of Santa Monica has generously
offered $2 million for equipment procurement,
CycleHop has a successful history of building
self-sustaining programs, and will pursue
additional funding through advertising
opportunities to support the growth of the
system and ongoing operations. We approach
this on three levelslocally, with a focus on
regional businesses; nationally, by engaging
organizations looking to grow their brand;
and finally, through an advertising exchange,
reaching 1500 ad-buyers throughout
North America.
Unmatched Operational Knowledge

Our years of planning and implementing not only
bike share programs, but also bicycle tourist and
commuter operations, has allowed us to develop
comprehensive rental systems, establish industry
standards, create operational and marketing
plans, and formalize bicycle distribution and
maintenance standards.
19
Statement of Project Intent
Our efforts have shaped the bike share industry.

Furthermore, weve worked hand-in-hand with
leading equipment vendors around the globe,
including JC DeCeaux, B-cycle, Social Bicycles,
and Smoove. This broad-based knowledge
informs our programs and brings informed bestpractice solutions to our clients.
The Home Team

In addition to a technologically advanced system
and global best practices, CycleHop has built a
team of local, dedicated professionals with deeprooted community relationships and a passion
for Santa Monica and the LA region. With local
insight and experience, our team has a strong
strategy for success, growth, and sustainability of
the program.
Bike and Park Santa Monica, LLC operates the
Santa Monica Bike Center, the largest bicycle
commuter center in the US, as a community hub
for locals and visitors, supporting the joy of riding,
for both transportation and recreation.
The Bike Center is public-private project involving
Metro, the City of Santa Monica, Bike and Park,
Sustainable Streets, and other local established
companies.
Within the first 6 months of operations, the Bike
Center has become self-sustaining and is now a
revenue producer for the City.
Perrys Rentals has been as much a part of the Los
Angeles Beachscape as the Southern California
sun itself. Since 1976 Perrys has been serving the
community at eight bustling locations along the
world-famous Santa Monica and Venice beaches,
and is a local institution frequented by generations
of celebrities, tourists and locals alike.
Phelps has been headquartered in Santa Monica
for the past 18 years and is the proud recipient
of the Sustainable Quality Award in 2007 and
20
2014 thanks, in part, to implementing the

citys largest commercial solar panel installation,
as well as offering its 92 associates financial
incentives for biking and walking to work.
Named one of the Best Places to Work in Los
Angeles seven years in a row, it boasts client and
employee retention figures far above industry
averages. Phelps integrated approach ensures
All Communications. One Voice. Grand Prize
Winner of the 2014 Sustainability Quality Awards.
In addition to the other great contributions of
team, the Santa Monica Bike Center, Perrys, and
Phelps can offer the following services to the bike
share program:

A customer service face to the bike share
program where casual users and members can
walk-up and purchase memberships or receive
assistance.
Provide maintenance and bike reallocation
services for the bike share program

Incorporate Perrys local experience with
bike rentals as well as his existing network of
beachfront locations. Perrys locations may be
utilized as drop off and redistribution points,
provide kids equipment and helmets, support
the bike share program and get the bike
community on-board. In addition, Perrys brings
a vast business experience and understanding
of the local visitor market, hospitality industry,
and event management.
Phelps experience and local knowledge will help
craft a tailored marketing and communications
plan that drives promotion and membership of
the program.
Because of the strength of our proposal, we have
received letters of support from several Santa
Monica community stakeholders. Please see
Appendix 5.
Systems Equipment and Plans
A: Stations
Social Bicycles Equipment Specs

TABLE A: STATIONS
R
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a
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pa y
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ay
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Response
Comment
X
25
A: Stations
Compliance with the Americans with

Disabilities Act, other state and local
requirements, and requirements of the
municipality, institution, and/or private
landowner in positioning stations;
Social Bicycles station equipment is compliant
with the Americans Disabilities Act and stations
are sited with ADA guidelines in mind.
CycleHop and Social Bicycles will work with any
municipality, institution, and private landowner
to ensure a smooth station siting process. We
regularly engagem private landowners in our
siting process and can offer unique incentives
like location-based promotions to our partners.
CycleHop and Social Bicycles have already
contacted a number of organizations, including
Santa Monica College, the
Santa Monica
Chamber of Commerce, Colorado Center,
Downtown Santa Monica, and numerous hotels
to lay groundwork for our bid.
Operating cost that includes maintenance,
repair and lifecycle replacement of entire
system and all components for the entire
term of the agreement;
The operating cost schedule includes costs
for maintenance and required replacement of
system components. This information can be
found in Section 10.
If wireless internet connections are used, a
system that is highly reliable and secure with
encryption for financial data;
Social Bicycles uses Braintree for payment

processing (Braintree was recently acquired by
PayPal). Braintree is a leader in the payment
processing space, and maintains 99.99%
uptime and guarantees 99.5% success rate for
transactions.
This platform fully secures all personal and
financial data at 256-bit and 128-bit encryption
levels (depends on the users browser) with a
validated Level 1 PCI DSS compliant service
provided by Braintree and Security Metrics. Our
solution is on Visas Global Compliant Provider
List and MasterCards SDP List. Social Bicycles
and Braintree never store raw magnetic stripe,
card validation code (CAV2, CID, CVC2, CVV2),
or PIN block data.
Storage of this data is prohibited by the PCI
DSS. Cardholder data is stored using one of the
most advanced encryption methods available
with multiple encryption keys stored on
different physical servers. The data store where
cardholder data is kept cannot be connected to
via the internet.
No financial information is collected or stored
on Social Bicycles servers. Financial information
is immediately collected by Braintrees PCI
compliant platform.
We are happy to provide Social Bicycles PCI
Compliance Certificate upon request.
26
A: Stations
Real-time communication between stations
and headquarters particularly to report
number of bikes per station and facilitate redistribution;
Each Social Bicycle and kiosk communicates
directly with the systems central servers in realtime, providing their GPS location through a 3G
wireless GSM connection.
This enables the platform to understand
how many bikes are located at which station,
where active rentals are occurring, and where
rebalancing is required.
The operator can customize rebalancing
thresholds on a per-station basis. When the
number of bicycles dips below or above the
customized target, the system will automatically
send a redistribution alert to the staff.
Social Bicycles stations can also be installed in

a covered area such as a parking lot, as bicycles
are also powered by energy generated from
the front-hubs Dynamo, capacitors which store
energy, and an additional backup battery.
Capacity to convey safety information and
laws affecting bicyclists at stations;
Safety and system information can be displayed
at the stations, inclusive of bicycle riding tips,
local laws, and routes. The panel displaying
the map and additional branding and system
information has the ability to be lighted when
connected to the kiosk.
Additionally, the mobile app will feature an
onboarding sequence that covers safety.
Please see below for examples of previous
station information:
Capacity to install stations on public or

private property, in covered area, or outside;
Social Bicycles can install stations on private or
public property. We are already in discussions
with several property owners in Santa Monica.
27

TABLE A: STATIONS
o
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A: Stations
Capacity to issue reports to repair crews
indicating where to rebalance and where
bicycles needing repair are located
Social Bicycles software enables operators to
configure parameters that trigger rebalancing
alerts. CycleHop can select thresholds based on
the target percentage of bikes at each station.
When a station drops below the minimum or
exceeds the maximum target, an automated
alert is generated to guide the rebalancing crew.
transfers of bicycles between local systems

to happen at more than 10 locations. This is
in addition to our headquarters and central
customer service location.
Ability to provide reliable power to
lighted panels;
Ability to employ a backup power source;
Below is the station configuration menu:
Provision of retail customer services

offering customer registration, helmet
sales/rental, interoperability/transfers of
bicycles between local systems;
CycleHop offers multiple customer service
avenues for customer registration which
include the mobile and web applications, the
kiosk interface, and an indoor tablet housed
in partnering businesses., and partnerships for
face-to-face customer service at convenient
locations throughout Santa Monica.
Specifically, our partnerships with the Bike
Center and Perrys allow for customer service,
helmet rental/sales, and interoperability/
34
Though backlighting is optional, the solar input

of each kiosk is designed to power the this
feature of panels.
Low solar input triggers the kiosks internal
battery. This backup power source ensures that
the stations operations are uninterupted.
Ability to accept bicycle returns on behalf of
other regional bikeshare operators.
CycleHop has outlined several strategies to
accept bicycle returns on behalf of other
potential regional bike share, suited for a variety
of conditions. Please read more about this in
our interoperability vision in Section 8.
A: Stations
Capacity to add lighting where necessary
to facilitate nighttime use of terminal
and adjustment of bicycles and to reduce
vandalism
The kiosks screen is backlit to ensure users are
able to conveniently rent bicycles at night.
Backlit information panels can provide lighting
at the stations. This feature provides visibility at
night and reduces vandalism.
We are also exploring further customization by
incorporating IR sensing lamps powered via the
kiosks battery.
Capacity to add emergency call buttons,
preferably using wireless technology;
Users can currently use the kiosk interface at
the station to alert the operator through the
Get Help button. After receiving this alert the
operator is able to dispatch a fleet crew to the
station location in question.
Though a true call button is not currently provided,
the technology to support such a feature exists on
Social Bicycles bikes, app, and kiosks. However,
the addition of such functionality would require
software development.
36
Capacity for users to choose alternative

bicycle types.
CycleHop is committed to supporting Santa
Monicas bicycling culture. While the bike
share equipment we provide has a one-size
fits most design, through our partnership with
the Santa Monica Bike Center, people wanting
access to greater options of equipment can be
accommodated.
As an example, a system of reciprocal discounts
can be created so that a users bike share
membership provides eligibility for a rental
discount at the Bike Center. Similarly a rental
from the Bike Center could result in a pass/
discount for a single bike share trip.
B: Bicycles
Lighting and reflector system (include rear
and front light and meeting CA Vehicle code
requirements for bicycles ridden at night);
Puncture resistant tires;
Pedal-powered front/rear lighting system ;
Front, rear, and side reflectors; lighting
exceeding CA Vehicle Code requirements;
Each bicycle is equipped with a powerful front
headlight (solid white) and rear backlight (red)
to meet CA requirements. Lights are powered by
four sources which include the solar panel, the
battery pack, dual capacitors, and the front hub
dynamo generator which provides independent
power when the bicycle is in motion.
One size to fit majority of adult population

with seat-only adjustment;
Easily adjustable seat that resists movement
after adjustment
Bicycles are modeled on the Dutch-style, stepthrough unisex frame, with a one-size fits all
model for the majority of riders. The seat can be
easily adjusted with a quick-release lever, and
the seat tube features size markers for users to
easily remember their desired seat height.
Tires are made of puncture resistant Kevlar. Rims

have a reflective strip with additional reflectors
in the spokes. The rear light is designed to
double as a reflector, and the front reflector can
be included to meet CA requirements
Reliable and intuitive braking system;
The bicycles feature hub brakes enclosed
from the elements. This prevents moisture
from building up on the braking surface in wet
weather conditions, reduces maintenance, and
eliminates rusting of components.
40
Cargo capacity for items such as a typical

briefcase, book bag, and/or grocery bag
weighing up to twenty pounds;
Each bike includes a large basket which can fit
a small briefcase, a grocery bag, a backpack,
or a 15 laptop. Baskets are made of sturdy
aluminum piping to carry up to 20lbs.
B: Bicycles
Theft and tamper resistant (potentially
through use of components not compatible
with other bicycles and/or requiring tools
not commonly available);
Equipped with GPS tracking devices

or equivalent.
Real-Time GPS
Vandal and theft-proof
The bicycles lock has a Rockwell hardness rating
of 55C, or 285,000 psi tensile strength. The lock
is welded and integrated into the frame of the
bike. It cannot be defeated with bolt cutters or
any common bike theft equipment. If a thief
attempts to destroy the lock, the electronics
package sensors detect the tampering and
notify the operator, with GPS location data.
When engaged, the lock bar has the added
benefit of immobilizing the rear wheel, rendering
the bicycle unusable.
Bicycles are constructed with rugged aluminum,
stainless steel components, and a corrosion
resistant coating.
The bicycle components are not common
among other bicycles, reducing theft incentive.
Social Bicycles offers real-time GPS tracking

on each bicycle. The GPS unit is powered by
two regenerative sources, solar and a dynamo
generator. The bicycles send their location to
customer-facing web and mobile applications
for users to find stations and reserve bicycles.
This enables members and operators to take
advantage of unique features such as:
- Wireless booking and advanced reservations
- Collecting bounties (credits)
- Sharing ride data on Social Media
- Viewing GPS rides and personal statistics
- Theft deterrence and bicycle recovery (not
possible with any other system)
- Rebalancing tracking and metrics
- Actionable planning
- Bicycle maintenance alerts
- Data gathering and reporting
Example of a personal GPS route:
Security fasteners
Social Bicycles designs and manufactures its own
custom security bolts to protect components.
As a result, Social Bicycles controls the supply
chain for the bolts tool, greatly reducing the risk
of component theft.
41
B: Bicycles
Comfortable seat with an upright riding
position allowing confident riding in traffic;
Easy to operate: easy to mount and to hold in
stopped position, including for shorter rider;
Light weight (less than 35 pounds);
Social Bicycles are designed for bike sharing,
modeled on the step-through Dutch frame for
safety, comfort, and ease-of-use. The frame is
designed for upright riding with a posture that
does not strain the neck or back. The upright
position also increases the visibility of the rider.
The bike is designed to accommodate riders
from 50 - 66, with easy handling for shorter
riders. The bike has an improved turning radius
and more maneuverability than other bicycles.
The bike weighs approximately 43 pounds.
Almost all bike share bikes weigh between 40
and 50 pounds, as robust frames increase
the weight.
42
Protection from grease, dirt, and tire spray

including enclosed drive train and full
fenders;
Chainless bike or bike with a chain-guard;
Multiple gears (3 or more);
Enclosed drivetrain
Social Bicycles use an enclosed shaft-drive
transmission instead of a chain. This reduces
maintenance costs and increases rider safety
by eliminating corrosion and obstruction of
the mechanism by debris. This also eliminates
the dangers of chain-slip. The shaft-drive is
not susceptible to rust, and produces a more
reliable product.
Social Bicycles uses a durable internally geared
3 or 8-speed hub, which is fully protected from
the elements.
Full Fenders
The bike features both front and rear fenders to
prevent tire spray in wet conditions and debris.
B: Bicycles
Equipped with secondary lock to enable user
to secure bike to any bike rack or post while
making a quick stop;
Flexible Locking
The Social Bicycles LockBox is a rugged
electronic lock that enables flexible locking.
To pause the rental, users simply push the
hold button and lock the bike to a secure
object. This innovation improves security and
user-experience.
Kickstand or other device to allow the bicycle

to be supported upright;
Each bicycle features a durable kickstand.
Record of reliable operation under similar
conditions;
CycleHop and Social Bicycles have a long list of
successful operations.
No More Dock Block

This integrated lock also solves the biggest
inconvenience in conventional bike share: Dock
Block. Dock Block puts users in the inconvenient
situation of being unable to dock the bike at a
full station.
With Social Bicycles, users have the option
to lock to any city rack when faced with this
problem. If users wish to lock outside of a
station, they can pay a nominal fee and even
park their bike described outside their final
destination.
This fee is customizable by the operator, and
in turn controls the frequency with which
members lock bikes outside of stations. The
operator can set the fee high in order to reduce
this occurrence, or set it lower to encourage
it. This guarantees that the function does not
result in operational difficulty.
43
B: Bicycles
PROJECT
START DATE
City of Louisville, KY
2014
City Of Atlanta, GA
2014
City Of Orlando, FL
2014
City Of Tampa, FL
2014
City Of Phoenix/ Mesa/

Tempe
2013
City Of Chicago, Chicago

Park District
City Of Santa Monica and
Westside Cities COG
Broward B-Cycle
JCDecaux NA
BikeShare.com
Shared Use Mobility

Summit
44
SERVICES
Planning, funding, implementation,
operations, and promotion of
Louisville's bike share program.
Atlantas bike share program.
Orlando's bike share program.
Tampa's bike share program.
Phoenixs bike share program.
CONTACT
John Rolf Eisinger
(502) 574-6473
[email protected]
Joshua D. Mello
404-330-6785
[email protected]
Ian Sikonia
(407) 246-3325
[email protected]
Mr. Calvin Thornton
(813) 274-7884
[email protected]
Charlene Reynolds
(602) 262-6450
[email protected]
City Parks Bike Rental

Planned, funded, and launched a B- Mr. Brendan Daley
Program 1993-Current
cycle 100 bike share system at 7
(312) 742-4760
City and Parks Bike Share
locations in the Chicago in 2010.
[email protected]
Program 2009-2012
Planned, funded, implemented,
Ms. Lucy Dyke
operate, and promote a bicycle
2012
(310) 434-2670
rental program and commuter
[email protected]
center in Santa Monica.
The CEO of CycleHop, Mr. Josh
Cindy Corbett-Elder
Squire worked with B-cycle to launch
(954) 357-8451
2010-2012
and operate the Broward B-cycle
[email protected]
system.
The CEO of CycleHop, Mr. Josh
Squire was the North America Bike
Mr. Bernard Parisot
Share Program Manager for
(646) 834-1200
2006-2008
JCDecaux, Europes largest outdoor
[email protected]
advertising company and bike share
operator.
Curating a website that is dedicated
Sarah Elbadri
to becoming the voice and primary
(850) 316-1167
Launched 2013
media outlet for the bike share
[email protected]
industry
Planned and sponsored the Shared
Use Mobility Summit, facilitating
Susan Shaheen
dialogue among and stakeholders
(510) 642-9168
October 2013
on the current state of the practice,
[email protected]
opportunities, and obstacles to
market expansion
B: Bicycles
Equipped with sensors on bikes to diagnose
& self-report mechanical problems;
The Social Bicycles smart-bike is connected to an
operator platform that actively communicates
mechanical problems or potential theft. The
smart-lock is aware of discrepancies between
the bicycles lock-state and GPS data. For
example, if the bike is locked but detects
GPS displacement, the operator will be made
immediately aware via the admin portal alert.
Batteries actively report battery life and the
operator is able to assess low-battery bikes on
a map in real time.
The operator immediately receives the alert and

is able to respond in the field. Our in-depth user
reporting within the SoBi app also allows riders
to report bike issues in depth.
Ability to dock and communicate with
system outside the service area at stations
provided by others.ms;
Interoperability with other vendors may be
possible with collaboration from these other
entities. Please see our Interoperability Vision,
which details strategies to address docking
and communication outside of Santa Monicas
system area.
Additional cargo capacity on some or all
of fleet;
Social Bicycles is currently exploring the design
of a cargo bicycle. Additionally, CycleHops
partnership with the Bike Center can offer bike
share members access to cargo solutions.
Bicycles are also able to accept user maintenance

reports via the mobile app. Our system offers the
industry a level of detail previously unachievable
with competing systems.
46
C: Terminals
Additional Kiosk Option
This self-powered and wireless kiosks allow for
an immense amount of flexibility in station siting
and planning. The kiosk element of the station
is solarpowered and communicates wirelessly
through the cellular network. This highly visible
kiosks feature two back-lit panels.
Solar Panels
The solar panels featured on each kiosk will
produce adequate power to illuminate the
backlit panels and operate the kiosks
user interface.
WayFinding Signs and System Map

The kiosks include panels that will feature
wayfinding resources, including a prominent
system map. Additional signage includes the
kiosks address (street name) displayed above
backlit panels on both sides of the kiosk, easily
visible from several blocks away.
48
C: Terminal
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49
C: Terminal
A minimum of 10 terminals in system accept
walk-up renters with agreement to liability
waiver. If not all stations accept walkup renters, explain how the system will
accommodate first or one-time users;
There are a minimum of 10 kiosks planned for
Santa Monica. If a terminal is not available at
a location, users can quickly register using the
mobile app with their smartphone (Android and
iOS).
Clear and prominent instructions at each

terminal explaining the pricing structure and
use of the system;
Those without smartphones can register

through the web app on any computer with an
internet connection.
CycleHop can also accept walk-up registrations
through our partners at the Bike Center and
Perrys. Once registered, users do not require a
kiosk to gain access to a bike. They can simply
tap their card or enter their account number
and PIN to unlock the bike.
Each registration type offers complete system
information and a liability waiver.
Safety and system information will be displayed

at each station, inclusive of bicycle riding tips,
local laws, pricing, and routes.
Data security, particularly for financial data,

user names, and addresses;
Our integrated lock solves the biggest

inconvenience in conventional bike share: Dock
Block. If a station is full, Social Bicycles users
have the option to lock the bike to any city rack.
If users wish to lock outside of a station, they
can pay a nominal fee and even park their bike
right outside their final destination.
Our platform fully secures all personal and

financial data at 256-bit and 128-bit encryption
levels (depends on the users browser) with a
validated Level 1 PCI DSS compliant service
provided by Braintree and Security Metrics
(Braintree was recently acquired by PayPal).
Our solution is on Visas Global Compliant
Provider List and MasterCards SDP List. Social
Bicycles and Braintree never store raw magnetic
stripe, card validation code (CAV2, CID, CVC2,
CVV2), or PIN block.
50
Storage of this data is prohibited by the PCI

DSS. Cardholder data is stored using one of the
most advanced encryption methods available
with multiple encryption keys stored on
different physical servers. The data store where
cardholder data is kept cannot be connected to
via the internet.
Users can also use the touch-screen on the

terminal to access the interactive map or to
view pricing information.
A process for situations in which a user wants
to return a bike to a terminal that is full or
rent a bike from one that is empty;
If a station is empty, users can use the kiosk

or their smartphone to view the real-time
interactive map to locate nearby bicycles and
stations. Users can also refer to the printed map
to locate nearby stations.
C: Terminal
Automatic confirmation that members
credit cards is valid and has sufficient funds
to cover charges if bicycle is not returned,
preferably before each bicycle is removed;
Ability to limit the number of subscriptions
and walk-up rentals that can be purchased
by one user or using one credit card;
Ability to sign up to become annual members
or to upgrade day- or week- memberships to
annual memberships at some or all terminals;
Credit Card Holds and Multiple Bikes

Social Bicycles offers complete customization
for payment preferences. The City of Santa
Monica could determine a hold value that would
protect their investments. Credit cards are
verified prior to registration.
The City or operator can determine a limit
for how many bikes can be rented from one
payment profile. Multiple bicycles can be rented
from the same account if desired.
require excavation and connection to the Grid.

Ability to accept Metro TAP cards.
Ability to integrate bikeshare subscription
with existing Big Blue Bus transit pass;
Ability to allow members of other regional
bikeshare systems to access this system with
the same card.
Social Bicycles use the same RFID chipset as
the MetroTap, and many other transit
systems worldwide. We can integrate with RFID
cards from other transit or bike share
systems by syncing these cards directly to
member accounts.
We do not require any technological integration
on the part of other providers to accept their
cards. Users simply tap their Metro TAP card to
the bike or kiosk to add it to their account. After
syncing, they can walk up to a bike, tap the card
and enter their pin to release a bike.
Sign Up/Upgrades
User sign up for any account level can occur
through our mobile app, our web app, indoor
tablets, and kiosks. Users can upgrade their
memberships at a discounted rate.
Flexibility to add features and modify
terminal as needed;
Flexibility to be reprogrammed to serve as
a registration station for potential future
automated scooter- share, e-bikeshare,
or car-share system and/or facilitate
transactions related to electric charging.
Terminal modifications can be incorporated
on a case-by-case basis. We design all our
equipment in-house, and have all designers,
engineers, software and firmware developers
on staff to perform modifications. Additional
fees may apply depending on the level of
customization required. Electric charging may
52
Social Bicycles could potentially integrate the

service with the Big Blue Transit Pass and other
bike share systems. However, this would require
backend integration with the agency and an
agreement on revenue sharing.
terminal explaining the pricing structure and
use of the system;
terminal directing to contractor contact to
call and directions to submit complaints;
Clear and prominent instructions are displayed
on the kiosk, inside the information panels, on
the bicycles, and within the website software.
Instructions to guide users about using
the system, pricing structure, and contact
information for customer service is displayed.
D: Docks
Useful life greater than five years (lifecycle
replacement over contract term required);
Racks and base plates a made of durable and
thick gauge steel with a corrosion-resistant
powder-coat. Equipment life is expected
beyond 10 years.
Twice as many docks as bicycles.
We are proposing 2 docks for every bicycle
deployed to ensure adequate ratio of docks
to bikes.
Ability to self-report mechanical problems;
The bikes send regular updates to the central
servers to self-report their condition. Since the
locking behavior is on the bike instead of the
docking point, each bike self reports mechanical
problems. The docks to not incorporate any
technology, which adds to the robustness of the
architecture by removing common
failure points.
Ability to receive bicycles from regional
bikeshare providers.
Please see our Interoperability Vision on, which
details our strategies for:
Potential retrofits with regional partners to
use the Smoove Dock
Bike collection corrals at multiple locations
Secondary locking locations
54
Vandal and theft-proof connection between

dock and bike.
The connection between the bike and the
dock is provided by a vandal and theft proof
steel shackle. The steel has a Maxwell Hardness
Rating of 55C and can withstand 285,000 psi of
pressure.
The bar is also serves the dual purpose of
immobilizing the bikes rear wheel, preventing
the bike from being ridden.
to bikes.
E: Technology and Websites

Language options, particularly Spanish, on
all webpages
The Social Bicycles platform is available in
English, Spanish, and French. We are working
to incorporate additional languages.
Ability to collect survey information and

customer satisfaction ratings;
Yes, with the Social Bicycles platform its easy
to set up an integration for collecting survey
information from users. We performed such a
survey for some of our pilot programs:
Ability to provide system reports in a

format consistent with leading US bikeshare
systems.
Reports and Analytics

At Social Bicycles, four of staff members have
formal training and previous professional
experience in GIS and data analysis. As a
result, the software features detailed reporting
options for riders, cities, and research partners.
The administrative portal features a reports
tab where the operator can generate data in
exportable formats for further analysis and
actionable planning. These include .csv and .gpx
exports as well as the ability to subsequently
create data visualizations such as time-lapse
animations or heat maps.
The reports can be selected through
customizable date ranges which the operator
can set intuitively. See below and to the right for
examples of data report types and subsequent
visualizations that can be created:
- Total users (all membership types)
- Detailed trip characteristic reports
- Detailed miles traveled
- Detailed calories burned
- Detailed GPS routes
- User demographics
- Vehicle miles reduced
- Gallons of gasoline saved
- Carbon emissions reduced
- Maintenance reports
- Trip categories (commute, fast, safe, etc)
- Rebalancing per station
- Trip origin/destination
- Hold locations mapping
- Bookings on web/mobile/bike/kiosk
- Trips shared to Facebook/Twitter
61
E: Technology and Websites

Attractive, appealing, state-of-the-art features;
The Social Bicycles technology team is dedicated
to modern aesthetics and functionality. The inapp and web user experience provides the most
diverse featureset in the industry. The SoBi
app allows users to locate and reserve bikes at
stations based on their GPS location, similar to
ridesharing apps Uber or Lyft.
This website also displays pre-launch information

to inform the public about the latest program
developments. Please see the next page for
examples of previously designed websites:
GPS Time-Lapse Animations
Our websites are designed with state-of-theart parallax displays and embedded real-time
functionality, with eye-catching and
appealing design.
The Social Bicycles platform comes with a
system website specific to each project location.
It includes local photography, the Cities brand
identity, and describes all aspects of the
program to engage and direct users. Sections
include the following:
- Create an Account or Sign In
- Display Active Members, Total Rides, & more
- How it Works and link to FAQ
- Mobile Applications (free download links
for iOS and Android)
- Embedded Interactive Map (showing station
locations and bicycles)
- Membership Pricing
- Safety Tips and Local Laws
- About Us (includes the local operations team,
job postings, and sponsorship information)
- System Blog
- Social Cyclist: our new mobile app for
crowdsourcing public input
- Contact Us section for customer support
and social media
- Social Bicycles Around the World: showing
all Social Bicycles systems
62
Station Flow Patterns
Major Marketing Plan Elements

Bike Share Target Audiences
Based on our research to date, our
recommendation would be to focus most efforts
on residents, visitors and tourists. Below youll
find the details for each of these important
segments of the population:
Santa Monica residents 18 and older number
close to 80,000. Their ages average 25-54, but
skew 45-54. Theyre mostly married with kids
under 18 years old, graduated from college
and earn more than $125,000. Smartphones
are considered an essential tool, used for
everything, including entertainment. Residents
are engaged with social networks but get out,
too attending local arts and entertainment
events to connect with their community. They
support local businesses for the same reason.
About 62% own bicycles, which is more than in
most cities.
Monica is a thriving computer and tech hub,

with many tech-savvy early adopters.
Strategy and Messaging

First well develop a solid strategy, based
on the goals of the City of Santa Monica
and our research about the targets: what
motivates them, what are the barriers to trial,
understanding the customer journey and the
best way to reach them. All messaging, branding,
naming and outreach communications will
be based on that strategy (for example, a
strategy based on beating traffic or perhaps
the focus is on being green or about fun,
health, affordable sightseeing, etc.). Well set
measurable objectives and continually evaluate
the marketing program.
Another important segment is commuters, as

3.4% of commuters in Santa Monica use their
bikes. Within the Los Angeles designated
market area (DMA), the following groups are
more likely to use bicycles as transportation:
males, 18-24 year-old adults, never-marrieds,
renters and college graduates. Overall, people
age 25-34 are more likely to use mass transit,
so many of them will be candidates for the bike
share program.
Santa Monica sees 6.3 million tourists annually,
with 36% coming from overseas. They use their
mobile phones for information and spend an
average of $234 per day. This is a significant
segment, one deserving much of our attention
for marketing, outreach, and public relations.
As a secondary target, the 6,500-plus local
businesses employ more than 73,000 people,
age 25-54. Known as Silicon Beach, Santa
67
System Naming and Branding

We want people to quickly grasp that this
bike share program is part of Santa Monicas
transportation network. It should communicate
its look and attitude and should be something
that locals and the city are proud of and use.
To give you an idea of how the naming might
develop once everyone is in agreement on the
strategy, we developed three potential names
and graphic styles:
1. little green bike This name and its
corresponding design unmistakably tie our
program to the city. Its an obvious extension
of the transportation system, anchored by
the ever-present Big Blue Bus. Its simple and
memorable. It communicates sustainability
through the word and color green. If the
program was extended to other areas, the name
would always recall its roots Santa Monica.
little green bike works on many levels and is
a great place to start the conversation for the
naming/branding process.
2. SMycle (pronounced sMichael) This is

fun and charming and puts Santa Monica out
front with the capital letters S and M. It says
smile cycle. We foresee people using this
name as a verb, as in, Lets SMycle over to
Fathers Office for a burger. This cute name
gets at the citys charm and friendliness. Its a
strong, secondary initial direction to consider.
68
3. Cycle SaMo With the call-to-action first,

this hard-working name links the city through
a nickname for one of the high schools here.
Its not too long, tells people what to do, and
immediately says Santa Monica in a shorter way.
This name could easily be extended to other
parts of the So Cal region by swapping out the
city. Santa Monica Bike Share is also an easily
adaptable name and falls in line with the citys
current branding scheme.
These names all invite users to recognize that

the bike share program is part of an overall
transportation network, that its fun to bike, and
that you dont need a car to get around Santa
Monica. These directions are flexible and easily
applicable across all marketing efforts.
Public Relations
A major bike share program in Santa Monica
will be big news in Southern California! Our
strategic PR campaign will generate exposure
in print, online, TV, radio and social media. We
work with local, regional and national media
extensively and we understand how journalists
work and the type of stories they are looking
to cover. Well develop angles and themed
pushes to tie into existing news and events
such as stories related to Earth Month, biking to
the pier for summer concerts, daylight savings
cycle after work, biking to the farmers market,
membership as Fathers Day gift, etc. We can
utilize PR to promote a safety message for
both cyclists and motorists.
Print Materials
The marketing team will generate a collection
of informative print materials to educate our
defined target audience of residents, tourists,
commuters and local businesses about the
programs pricing, stations, benefits, riding,
locations and functionality. Promotional pieces
will also be produced (postcards, flyers, etc.)
as handouts around town and as collateral for
brand ambassadors.
Events & Promotions

We will use events and promotions strategically
throughout each phase of the campaign to
generate media coverage, social engagement
and excitement around the bike share program.
These provide good opportunities to garner
membership sign-ups. Well work with local
influencers, city officials, celebrities and
enthusiast groups like CicLAVia to develop a
highly interactive launch event to introduce
the program. With promotional street teams,
well reach our target where they work, and
play including Food Truck Tuesdays on Main,
the Summer Twilight Concerts, art openings
at Bergamot Station, and at area shopping
destinations. We can create events ideally
suited for cycling for example, an interactive

scavenger hunt with stops at interesting sites
(the Stairs, Tongva Park, Annenberg Beach
House, Montana Merchants, Palisades Park, etc.).
Phelps will provide detailed recommendations
for allocating the sponsorship budget for
community activations, targeting events that
will maximize exposure and engagement among
our target audiences.
Social Media
The bike share system will have an active
presence on Facebook, Twitter, Instagram,
YouTube/Vimeo and a blog on the website. We
will interact with bike share users, residents
and prominent stakeholders. Social media
elements will be integrated into all aspects of
the campaign, for example, hashtags and social
call-outs on printed materials and outdoor
creative, social sharing promotions at docking
stations and fun contests or scavenger hunts to
gain awareness and talk around Santa Monica
and among the citys influencers.
Tourist Marketing
Short-term users are the most significant market
for bike share system memberships, generating
a majority of the systems revenue. We will create
a campaign to target tourists with marketing
materials at local hotels and metro/bus stops.
We will work with local and regional tourism
offices to educate visitors about the bike share
program and submit information to be included
in travel websites, guidebooks and travel stories
especially in the key feeder markets. There
is significant potential for co-marketing with
prominent travel-oriented organizations in
which a plane/train ticket or a hotel reservation
includes a 24-hour bike share membership.
Through our sister companies, we have decades
of experience in marketing bicycle rentals with
existing partnerships with hotels, convention
centers and visitor publications.
69
Brand Ambassadors
Phelps will target key influencers, such as local
celebrities, politicians, travel bloggers, ecoexperts and bike enthusiasts to build a pool
of ambassadors to generate momentum and
engage residents through their presence at
events and their significance on social media.
Influencers will be asked to participate at local
community events, bike rides, civic events and
conferences to engage and educate Santa
Monica residents and help make bike sharing
a trend in Santa Monica and, eventually,
throughout Los Angeles. Potential influencers
include Ted Rogers of Biking in LA; Damien
Newton of LA Streets Blog; Chris Balish, ecoexpert, host of On the Red Carpet and author
of How to Live Well without Owning a Car; and
organizations such as Santa Monica Spoke and
the Los Angeles County Bicycle Coalition. Well
use influencer outreach to reach residents and
tourists who will, in turn, become bike share
enthusiasts and share news about the program
with their friends and family thus becoming
our grassroots brand ambassadors.
Strategic Local Partners

Santa Monica businesses will be thrilled with
a bike share program that allows people to
easily move around the city to shop and eat.
We will look for partnerships such as KCRWFMs Fringe Benefits discount program and
make discounts/samples available by scanning
the bike share membership card. Local
businesses will be encouraged to incentivize
their employees to commute via bike which
will benefit them during Santa Monicas annual
ridership survey.
Website
The website we create will be the hub for all
information about the bike sharing program. It
will be attractive and easy to use, supporting all
promotions, events and initiatives. The site will
utilize a responsive design that will optimize the
70
sites layout on any device (tablet, computer,

smartphone, etc.). Underlying metadata will be
implemented throughout the site to promote
search engine optimization, ensuring our sites
are brought in as search results on web crawlers
like Google, Bing and Yahoo.
During prelaunch, the focus of the website would
be to promote the bike sharing system and
explain the functionality and benefits tailored
to our target market of residents, tourists and
commuters. We can begin selling memberships
and tracking data that can be used to generate
a mailing list for future membership drives. More
benefits:
Tout system/bike share features and benefits

Convey information about the programs
pricing, stations, riding, locations and
functionality clearly and concisely
Promote program and biking benefits that
encourage ridership
Integrate targeted messaging that drives
action and encourages participation
Enable
customers
to
take
action
(memberships, trials, promotions, events,
etc.)
Provide a forum for customer feedback
Provide information and benefits for
corporate programs, encourage corporate
participation
Integrate social media and news content to
cross-promote through multiple platforms
Employ best practice coding and design
to optimize search engine recognition, no
Flash usage
Generate analytics to gauge effectiveness
of programs and promotions to constantly
improve the site
App
Utilizing a previously created app created
by CycleHop, we will provide an interactive
experience for our target market. System
information regarding bike availability at
locations will be available on mobile devices.
We will work with Google Maps and MapQuest
to ensure our stations are uniquely visible when
searching city locations. The option of creating
themed, guided tours of Santa Monica through
the app is a possibility with minor integration
and partnerships on Phelps behalf.
71
System Equipment and Plans
Operations
Maintenance Plan & Schedule

CycleHops management team has decades of experience with maintaining very large
bicycle rental fleets. We cultivate a work atmosphere that requires accountability and
rewards excellence by deploying effective training programs and ongoing evaluations. We
utilize tools and technology for optimal performance and adhere to industry standards.
Customers depend on us, and our job is to make
sure the equipment is ready and safe for them to
use so they can reach their desired destination
and have a good experience along the way.
computer and recorded in our maintenance

software program. The supervisors print out
reports to verify that all the stations and getting
inspected daily.
To do this, we:
Hire capable people who are passionate
about the job
Provide excellent training and job coaching
Set goals and performance standards
Incentivize our maintenance team to meet
the goals and standards
Power
our
maintenance
team
with
technology to perform and excel
In addition, mechanics are required to follow a

bi-weekly maintenance checklist for each bike.
CycleHops maintenance program works in

three phases to keep the fleet, equipment
and stations running smoothly 24/7/365:
1. Ongoing maintenance. This occurs daily
onsite and includes minor adjustments,
repairs, check-ups and cleaning.
2. Preventive maintenance. This occurs per
schedule, based on miles, at our maintenance
facilities, and is equivalent to a bike tune-up.
3. Bike refurbishment and equipment renewal.
This occurs in the slow season over the
winter at our maintenance facilities and
is equivalent to a bike overhaul and decal
refresh on the bikes and the stations.
Bicycle routine maintenance inspections

Our maintenance plan calls for daily visits to
the stations. The mechanics are equipped with
handheld computers and they record each visit
to the station and every time they work on a bike.
This information is transferred to our central
When they perform this inspection, they scan the

bike and record the inspection in the handheld
computer so we are able to know which bikes
received this check-up from looking at the
maintenance records in the software reports.
In addition to recording the information on the
computer, they are also required to mark the
bike with a dated sticker noting the last time it
was inspected. As the mechanics walk-through
the bike, they check the date on the sticker and
know which bikes require a priority check.
Most routine bicycle maintenance can be done
in the field. Specially equipped maintenance
vehicles will have the tools, parts and supplies
necessary to perform these routine tasks.
A fleet of electric bicycles will be utilized
by field mechanics to allow quick station
access and to minimize automobile traffic
disruptions.
The field maintenance bikes will be equipped
to transport up to four bikes to other stations
or maintenance centers.
Each bicycle is identified with a unique ID
and its maintenance records are maintained
in our enterprise software.
77
Operations
The following is a list of functions that may be
performed onsite:
Minor adjustments
Tightening screws and parts
Clean bikes
Inflate tires and fix flats
Adjust brakes and gears
Remove graffiti
Fix lights and reflectors
Adjustment and replacement of saddles
Replace stickers
Replace brake levers
Adjust baskets
maintenance and parts replacement based on

that. In addition, our maintenance program
is built around onsite daily checks, preventive
maintenance and scheduled maintenance.
Scheduled maintenance:
Tracking bike miles ridden
Maintenance facilities
Some bike share systems track the miles

ridden per bike. Based on the bike mileage,
we know what components of the bike require
maintenance. We can anticipate the required
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Maintenance records and work orders

Any bikes CycleHop manages will be equipped
with unique identification numbers. Our
mechanics utilize handheld technology and
enterprise fleet management software to record
stations visits, field maintenance activities, and
preventive maintenance operations using
these codes.
The maintenance facility will include multiple

bike repair stations, office space, distribution,
vehicle parking, loading and access, and bicycle
and replacement parts storage.
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Operations
Replacement parts
We plan to carry in-stock replacement
components that will be available immediately
in case we need to replace something. We also
intend to purchase an extended service contract
from the supplier in order to cover the city for
unforeseen equipment issues.
We are extremely confident that our suppliers,
which are established and reputable companies,
will cover any costs related to manufacturing
defects that are not due to normal wear
and tear.
Damaged bikes and stations

We will assume responsibility for all costs,
repairs and replacement for damages to bikes
and stations. We also plan to offer insurance
to members.
maintenance for bikes based on miles ridden or

period of time since last tune-up. The system
knows how many miles each bike has traveled
so if it is recommended to lubricate the shaft
drive every 12 months or 1,000 miles traveled,
a notification can be sent to the operator
whenever one of the two metrics occurs first.
Members Report Maintenance
If a member reserves a bike and notices a
mechanical issue, they can report it by the press
of a button. They simply press the REPAIR
button, lock the bicycle to a rack, and can simply
select another bike. The member will receive
an email prompting them to describe the issue
requiring attention. When the repair feature is
used, the bicycle sends an alert to the operator
who then receives any information submitted
by the member to facilitate the
maintenance process.
Station cleaning
Our mechanics will visit the stations on a daily
basis to perform regular maintenance checks.
The daily maintenance checklist will also include
the removal of trash and debris in and around
the station and from the bike baskets. Our
maintenance staff will be responsible for trash
removal and clean-up on and off street locations
to an agreed-upon service level. We will include
this in our standard operating procedures and
staff training programs, as well as purchase the
necessary equipment to comply with this.
Metrics & Diagnostics

Operator Tracks Maintenance
For fleet management, the operator can track
the total number of bikes in the network,
real-time battery life on individual bicycles,
bikes in need of maintenance, which type of
maintenance is required, the progress reports
and status of maintenance, and maintenance
logs. The operator can even predict or schedule
24/7 station monitoring

The bikes health is monitored 24/7 by the
central computer, which it performs routine
checks automatically. In the event that a bike is
not functioning properly, we will see this at the
control center on the software dashboard and
respond immediately.
Notifications and Alerts
Customers will have the ability to send
maintenance alerts directly to our fleet control
center via kiosk and text, online form, or toll-free
number. In addition, the field supervisors will
also have the ability to submit a maintenance
request. All alerts will be received and recorded
by the fleet control center, which will also
coordinate a quick response to the maintenance
request. The maintenance request will be
disseminated to the field mechanic in the area.
79
Operations
Rebalancing & Fleet Management

Redistribution Experience
In 20-plus years of developing and operating
bike share systems, CycleHop has implemented
unique tools and methods of distribution that
are based on our operational experience and
from studying other best practice programs
around the globe. We will utilize these timetested methods and tools to balance the system
in Santa Monica.
CycleHop offers multiple reallocation protocols
to develop an efficient, streamlined, rebalancing
effort:
We use a scientific model to anticipate busy
locations and bike flow.
As patterns evolve after system installation,
we will study them and adjust efforts
accordingly.
We will establish rebalancing zones and
allocate a sufficient number of reallocation
vehicles per zone or to remove out of order
bikes from the system.
We will eventually establish regular collection
and distribution routes.
special events, changes in weather conditions

or depending on the day of the week. With
this technology, we can provide the necessary
supply of bicycles and free parking spots to
meet expected demand.
Our collection trucks are available to pick up
bikes or quickly remove bikes from stations
when necessary.
We expect weekday peak time usage between
7:30 a.m. and 9:30 a.m. and 4:30 p.m. and 7:30
p.m. Depending on the weather, we expect 70%
of bikes in the system to be in use at a given
time during peak hours. We also expect high
weekend usage between 10 a.m. and 4 p.m. We
will be monitoring the data carefully in order
to quickly understand the usage patterns to
effectively deploy redistribution vehicles to the
right places at the right times.
We have a sophisticated algorithm that monitors

all bikes in the system to effectively dispatch
redistribution crews. The crews are sent to the
appropriate hubs to drop off more bicycles
and pick up excess bicycles for redistribution
throughout the network. This system minimizes
the likelihood of empty or full stations.
The software sends the operator alerts when
stations are almost full or need bikes at predetermined percentage levels. We set these
percentage levels for each hub on an ongoing
basis according to the hub location, time of day,
season and previously witnessed patterns. These
alert levels can be modified to accommodate
81
Non-Profit Partnerships
As a part of the bike share program, CycleHop is also exploring a partnership with Santa Monica
Spoke, locally, and other Los Angeles County Bicycle Coalition chapters regionally.
This partnership has been discussed with
the following in mind
1. These non-profit organizations could work
with our local bike share operations to market
corporate memberships and also promote
cycling education programs.
2. CycleHop could share office space with one
or more of these organizations to create a
cycling hub or bike co-op as a center for
local bike culture and community.
3. As a feature of our Santa Monica bike share
website or registration process, prospective
members could also choose to join one of
these organizations.
4. In general, the Santa Monica bike share
program and these non-profits will co-market
one anothers efforts.
5. These organizations could help recruit and

manage volunteer bike share ambassadors
during the launch period.
6. Focusing on equity, these non-profits could
facilitate membership guarantees for low
income households, through local bank or
other sponsor
7. Santa Monica Spoke can sell bike insurance to
bike share annual members
8. These organizations will work with Santa
Monica bike share system to can organize
bike education classes
9. These non-profits can accept donations to
expand bike share system, particularly in
equity locations
10. The Santa Monica Spoke, along with other
organizations can help organize the launch
partys green carpet gala.
83
System Equipment and Plans
Proposed Pricing
Pricing Strategy
Our team is attuned to the needs of Santa Monica and seeks to deliver
a pricing structure that:
1. Complements and supports bicycle activity in Santa Monica.
2. Doesnt undercut local rental shops.
3. Provides an affordable mobility option for locals based on patterns of use.
With this in mind, we propose the following fee structure.
$ .50
Up to
15 Mins
Single Trip
Per 30
mins
Daily
Membership
10
15
1 hour*
2 hour*
Monthly
Membership
Monthly
Membership
Daily memberships
Daily memberships allow users access to the
system for a 30-minute window of time. For
example, if a visitor to Santa Monica would like
to use bike share from their hotel to a retail
destination for a quick 10-minute ride, this user
still has 20 minutes of access for the day! This
pricing strategy should prove to be significant
to the systems revenue, but also allows casual
users a convenient and quick way to get around
Santa Monica.
We believe our approach is also sensitive to
bike shops in the area that provide longer rental
terms. A comparison table is provided on
the right.
*Additional Usage
Fees + $2.50/30 min.
Monthly memberships
Monthly memberships allow users access to
the bike share system for one to two hours,
each day, depending on their plan selection.
Users can extended their time per day at an
affordable rate. Monthly memberships are billed
quarterly and are designed primarily for local
and commuter use.
While this pricing schedule is flexible, we
believe this strategy makes bike share balance
ridership with revenues for a comprehensive
and sustainable program. We are happy to
discuss any pricing strategies with the city of
Santa Monica.
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Interoperability Vision
F: Interoperability Vision
Interoperability Vision/Westside Cities Council of

Governments Addendum
CycleHops interoperability vision for the Westside Cities Council of Governments is an
expansion of the Santa Monica system into the rest of the region. With this in mind, CycleHop
has outlined a regional recommendation for the implementation of this vision.
Regional Considerations and Best Practices
1. Establish a board of Directors to represent
all the cities in the region
2. Develop Revenue/ Cost share program
3. Appoint a regional coordinator to interact
with the different cities and operator/s
4. Continue with the same equipment
vendor for the Santa Monica System and
negotiate same price for all cities. Take into
consideration future growth
5. Establish a best practices document for
location selection and permitting process
6. Create a uniform operations agreement
that each city can use, including uniform
operational
standards
and
allowing
for performance incentives and for
subcontracting to local companies
7. Establish methods of communication and
regular meetings with Operator
8. Establish a conflict resolution process
9. Establish a monthly reporting system and
produce annual reports
Consumer Expectations
From a consumer standpoint, a system with the
same pricing structure, same membership card
/ billing system, and same equipment and rental
process would be ideal.
Membership Card: the ability to use the same
membership card in multiple neighboring
cities will result in higher system-wide usage
and convenience for commuters
Pricing structure: consumers will expect the
same rate structure in all cities
86
Equipment familiarity and ease of use:

consumers will also expect the same rental/
return process and same type of bicycle
In the Event of Multiple Operators

1. Basic Services: maintenance and balancing
of bikes: to be implemented by multiple
operators.
2. Premium Services: customer service and
regional marketing: to be implemented by a
single operator or independent agency
In the Event of Different Equipment

In the U.S. to date, equipment providers have not
completed any integration of billing software or
hardware between systems. The only integration
has been on the third party level such as apps
to locate stations and bike availability.
The challenges of integrating multiple types of
equipment are many, to list a few:
The bicycles are custom made for each
system and the method used to lock the
bikes into the stations varies from system to
system
The rental and return processes are not the
same, each system has developed their own
user flow and enterprise software to manage
the system
The methods and software used for taking
deposits and accepting payments varies
from system to system
Some intellectual property barriers exist and
equipment providers may be reluctant to
share their technology with competitors
Sharing membership and usage data with
other bike share systems that might operate
within the region.
Yes, this is possible. An independent thirdparty clearinghouse for system data would be
the ideal solution for sharing membership and
usage data between all bike share systems in the
region. This data sharing system would require
an API to be developed by each equipment
provider as well as a regional interoperability
agreement between all bike share system
owners and operators.
With this type of data sharing a unique customer
ID can be issued to each customer and facilitate
customer access/billing to all bike share systems
in the region.
Going one step further in pursuing smart
regional transit integration, a shared central
clearing house with local transit systems
could give users a single membership card to
access multiple transit systems. This seamless
integration puts users first, and provides for a
better transit experience.
A mechanism for providing reciprocal
membership privileges such that members
of another bike share system that might not
operate within the region can use the Santa
Monica System and vice-versa.
Yes, this is possible. To implement this it will
require three things:
1. A revenue share agreement between system
owners
2. An independent clearinghouse for billing the
customers and distributing the funds.
3. Issuance of multiple membership cards
per customer or selecting one type of
membership card as the standard.
88
As an alternative to the clearinghouse, we

can utilize manned customer service points at
which members of other systems could receive
access cards to the Santa Monica System.
These locations would include the Santa Monica
Systems central bike share office, as well as
the Santa Monica Bike Center. With regards to
Santa Monica members receiving reciprocal
privileges, a similar system would have to be set
up with a partnering program.
As another option, when signing up to the Santa
Monica System, members could be presented
with a membership to another system at a
discount. Prospective members of the other
system(s) would be presented with a similar
option to add-on a Santa Monica bike share
membership as well.
Of these options, the clearinghouse has the
greatest ease of use for all system members.
Additionally, this system presents the simplest
solution for operators to evaluate reciprocal
membership ridership and determine
fair compensation.
Ability and willingness to provide information
on websites and stations that identifies the
location of bike share stations belonging to
other bike share systems that might operate
within the region as well as those belonging to
the Santa Monica System
Yes, this is possible. Providing information on
website, app, and at each station that identifies
the location of bike share stations belonging
to other bike share systems can be easily
implemented. At each of these outlets, these
other stations can be identified with the systems
logo, some other identifying symbol, to show
that the station is part of another network.
A process for equitability distributing
responsibilities, costs, and revenues between
Westside COG Cities that elect to participate
and Santa Monica or among multiple systems
that might operate within the region, including
the Santa Monica System
Yes, this is possible.
Sharing Revenue:
Annual memberships fees: based on member
address allocated to that city
Casual membership fees: allocated to the
location where purchased
User fees: allocated to the start location
System-wide sponsorship fees: divided up
between cities based on number of bikes in
each city.
Local advertising on stations and/or bikes:
goes to local city
Sharing Costs:
It is best to establish an operating cost on a
per bike or per dock, per month basis. Each
city will pay a monthly operating fee based
on the number of bikes or docks located in
their city.
Ability to accept bicycle returns from other
systems in the region at some locations
CycleHop can easily accept bikes from another
system in the region that are returned within
Santa Monica. This is most easily done by
dropping off bicycles at manned customer
service points, such as the Santa Monica Bike
Center, and Perrys Bike Rental locations. With
these collection centers, it is much easier to
account for, transport, and exchange bikes with
other systems.
90
Desired Elements
A method for providing integrated account
information to the users of any bike share
system that might operate within the region
about their activities on all bike share systems
that might operate within the region, including
the Santa Monica System (e.g., memberships,
usage fees paid, distance traveled, calories
burned, number of check out, etc.).
Yes, this is possible. A central clearinghouse
could host all of this information and allow it
to be shared by the individual user, viewed by
immediate program stakeholders as a review
of their total program, or shared publicly if
approved by an interoperability agreement.
System Planning Statement
G: Systems Planning
Supplemental Planing and Siting Services
Sam Schwartz Engineering DPC (SSE) is a

leading traffic and transportation planning and
engineering firm. Through technical expertise,
creative visioning and consensus-building, SSE
solves traffic and transportation challenges for
government, private-sector, not-for-profit and
community clients all over the world.
We live and breathe traffic and transportation. Our
specialized staff are leaders in the transportation
industry, highly trained and qualified. We use
the latest technical methods and software in
our industry. Our streamlined structure allows
us to mobilize rapidly, communicate clearly
and make informed decisions quickly, so we
can respond to clients needs immediately. SSE
applies progressive transportation planning
techniques to each project it undertakes. We
understand the challenges of working in dense
96
urban environments where space is a premium.

As a result, our solutions are more creative than
standard traffic impact analysis and highway
engineering solutions which do not necessarily
apply to urban conditions.
We combine industry transforming concepts
with more traditional traffic analyses and
carefully implement them with sensitivity
to appropriate context and conditions. The
results are dynamic urban redesign concepts
and behavioral modifications that take into
consideration all modes and uses of the urban
environment with the ultimate goal of increasing
overall accessibility. SSEs ability to apply
expertise honed from urban transportation
planning and engineering in any setting results
in the most efficient designs and
solutions possible.
System Planning Statement
G: Systems Planning
Common Pitfalls in Bicycle
Sharing Programs
Not enough density
Non-issue for Santa Monica
System too small

This may be an issue for Santa Monica due to
high number of visitors. One of the reasons
we selected SoBi equipment as we can deploy
more bikes for less money to meet City budget
and consumer demand.
User confusion about rate structure
We proposed a simplified pricing model
Pay-As-You-Go plans
Equity issues related to service area and
payment methods
We partnered with the SM Bike Center and Santa
Monica Spokes to facilitate rentals with IDs only
and to vouch for the credit card deposit.
Lack of investment in bicycle facilities
Santa Monica made this investment these past
few years and continues to invest
Poor maintenance and/or customer service
Not this vendor! We have high standards and
well trained staff.
Vandalism & Theft
In the U.S. we have seen very low vandalism and
theft so far, however in case this changes our
bikes are equipped with GPS, we will locate the
bike wherever it ends up.
Meeting demand during peak hours
This is going to be a challenge with limited
number of bikes and early riser visitor market.
However, we believe that the smart bikes will
assist with this as we can add more locations
and bikes.
Funding challenges
Santa Monica has funding available for capital.
Operations will be supported by strong
user fees.
Advertising restrictions
Santa Monica is not known as the worlds capital
for outdoor advertising, the opposite is true.
We need to find the balance between added
revenue and tasteful advertising. We think our
bike advertising assets lends itself perfect
for this.
Underpricing local bike rental companies
We plan to be competitive with local bike rentals
for the visitor market. We also partnered with
the two largest bike rental companies in Santa
Monica.
Riding down to the beach
In Santa Monica, a place renowned for its beach
and accompanying bike path, we will see waves
of bike share bikes being ridden to the beach.
However, because of the uphill climb from the
beach, we will likely see a fraction of those
bikes make the reverse trip. As a result, a pool
of bikes will form along the beach. In order to
ensure that the system is properly balanced and
prevent an overwhelming number of bikes from
becoming stranded/unused along the beach,
we partnered with Perrys to create bike share
corrals at strategic locations on the beach.
Signage at Perrys could read, Bike Share
Drop-off Center when a threshold of bikes is
reached on the beach, rebalancers will collect
and redistribute the bikes from the corrals to
the appropriate stations.
Helmets
A recent fatal accident in Santa Monica,
between a cyclist and a motorist, reminded us
all about the importance of wearing a helmet
when riding. Bike share is also a no-go for
many people that dont feel comfortable riding
on the streets without a helmet.
We plan to offer rental helmets for bike share
riders from both the Santa Monica Bike Center
and Perrys locations on the beach, and other
participating partners in the community.
97
10
Cost Proposal
A. CAPITAL EXPENSES AND START UP BUDGET
100
10
Cost Proposal
B. MONTHLY OPERATION BUDGET AND 7 YEAR OPERATING COST PROJ.
Note: The Operating Budget for Santa Monica is unique in

comparison to other cities for the following reasons:
1. User revenue per bike is high (and will most likely be
higher) due to large visitor population and year round
cycling weather. A comparable market to Santa Monica
would be Miami Beach, FL. Additional comparison can
be taken from the following table representing bicycle
rental revenue per month (2013) generated at the SM Bike
Center, from the visitor market, with a fleet of 150 bicycles.
2. Sponsorship and advertising revenue will also trend higher
in Santa Monica due to limited outdoor advertising assets,
and high DMA ranking for LA Metro area.
3. Some expenses such as insurance and credit card fees are
tied to revenue and therefore will trend higher as well.
4. Living Wage requirements will also result in higher payroll
than some cities.
5. Facility costs in Santa Monica will also trend higher than
most cities due to highly desirable REIT market.
101
10
Cost Proposal
C. COST SUMMARY
1. Base Capital Cost for 250 Bicycles and
35 Stations: $923,858
102
10
Cost Proposal
2. Total Capital Cost (Base Cost + 100

additional bicycles): $1,058,358
3. Additional per Station Cost (typical with

alternates based on size): $15,601
4. Additional per Bicycle Cost (bid must

include 100 bicycles at this rate): $1,345
5. Per-Bicycle Operations Fee (assume 10% annual retained by City and paid based on achievement
of system level agreement): Based on our Operations Budget the per-bicycle Operations Fee
(minus 10%) is $2,315 per bicycle per year.
6. Total Cost (Capital + Operations for

7 Years) for 350 Bicycles and
35 Stations
7. Total Cost for recommended system

(Capital + Operations for 7 Years)
We recommend a system size of 500
bicycles at 75 locations.
103
Measurement Tool
Measurement
Period
Percentage of stations that are clean 10% Field Sampling

Time taken to remove
Maintenance logs
graffiti,scratch-itti, and stickers, etc.
with photo
after notification
Bicycles in service
Bicycles in service
Bicycle cleanliness
Bicycle cleanliness
Station cleanliness
Station cleanliness
Graffiti, scratch-itti, sticker

removal from stations and
bicycles
Bicycle distribution
Bicycle distribution
Customer interaction
Website in service
Website in service
Central computer system in

service
PI-2
PI-2
PI-3
PI-3
PI-4
PI-4
PI-5
PI-6
PI-6
PI-7
PI-8
PI-8
PI-9
Hours
From time of
notification to
Contractors
resolution
Central computer
database
User satisfaction
survey, Complaint
response logs
Central computer
database
Central computer
database
Central computer
database
1 bike for every 2 docks per station
Timely response to customer

complaints and resolution of issues.
Percentage of time that the website
is in service
Percentage of time that the website
is in service
Percentage of time that the central
computer system will be in service
24 hours
90% of stations
97% of stations
90% of Bicycles
97% of bicycles
90% of Bicycles
97% of bicycles
90% of stations
30 Minutes
Threshold 1
Minutes bicycles or
docks are not
8 hours per day (systemwide)
available at any
station
% out-of-balance
Weekly
20%
stations for more then
3 hours
% of customers
85% satisfied customers, 15-
Continuous, reported
satisfied
minute complaint
weekly
% of complaints
response, 24-hr complaint
addressed timely
resolution
% of total minutes per
Weekly
100%
week
Weekly
95%
week
Weekly
100%
week
% of Stations
% of Stations
% of Bicycles
% of Bicycles
% of Bicycles
% of Bicycles
% of Stations
Minutes
Units
Weekly
As needed
Weekly
As needed
Weekly
Bicycle-to-dock ratio, total combined

Central computer Continuous, reported
minutes stations are completely full
database
weekly
or empty
Extrapolation from
Percentage of bicycles that are clean
field checks by City
and graffiti-free
staff
Percentage of bicycles that are clean
10% Field Sampling
and graffiti-free
Extrapolation from
Percentage of stations that are clean field checks by City
staff
10% Field Sampling
Station network functunality
PI-1
Percentage of bicycles in service
Overall system functunality
Combined total minutes that stations Central computer

Weekly
are out of service per week
database
Central computer
Number of Stations in service per day
Monthly
database
Central computer Continuous, reported
Percentage of bicycles in service
database
weekly
Description
PI-1
Performance Indicator
(PI)
11
Service Level Agreements
105
Completed System Test
Fully operational central computer system
Implementation of promotions campaign
Fully operational database and central computer system
Final bicycle redistribution plan development
Final system maintenance and cleaning plan
18
19
20
21
22
23
Implementation of organization and staffing plan
Implementation of system maintenance and cleaning plan
All stations installed
30
31
32
Implementation of bike redistribution plan
Final development of promotions campaign
17
29
Initial system maintenance and cleaning plan
16
Station delivery
Final bicycle delivery
Initial development of website

Development of station siting plans
Initial development of promotions campaign
Initial bicycle redistribution plan development
Initial organization and staffing plan development
27
28
User experience prototype development
10
11
12
13
14
15
Fully operational subscriptions section of website
Station prototype development
26
Bicycle prototype development
Final organization and staffing plan development
Final station prototype development
Fully operational accounts system in central computer system
Final bicycle prototype delivery
25
Prototype bicycle submitted to City

Prototype station (including docks, user
interface, and complete functionality)
submitted to City
Present station and walk-through of
user interface to City
Beta website for City review
Detailed station site plans for each site
Draft promotions plan
Draft bicycle redistribution plan
Draft organization and staffing plan
Draft bicycle and station maintenance
and cleaning plan(s)
Final promotions plan
Fully operational and tested live
complete website and system with 10
stations
Fully operational and tested live central
computer system
Promotional campaign go-live
Fully operational and tested database
and central computer system
Final bicycle redistribution plan
Final bicycle and station maintenance
and cleaning plan(s)
Final organization and staffing plan
Fully operational and tested accounts
system in central computer database
Fully operational and tested live
subscriptions page on website
All stations delivered for installation
All bicycles delivered
Fully staffed redistribution team and
center location(s)
Fully staffed and operational back office
functions
Fully staffed maintenance and IT team
All stations installed and fully
operational
Initiate system test of complete system at 10 stations
24
Final prototype station delivered to City
Security Policy approval
Station siting plan development
Beta test of central computer system
IT System Plan
Beta test and demonstration of central
computer system, database, and
networks
Security Policy
Station sites selected by Contractor and
submitted to City for approval
Deployment of system and bicycles at
10 stations for 2- month test
Final prototype bicycle delivered to City
IT System Plan approval
Deliverables Required
Milestone Description
10 days
14 days
14 days
14 days
21 days
14 days
2 months
2 months
2 months
2 months
2 months
3 months
3 months
4 months
4 months
4 months
4 months
7 months
6 months
5 months
4 months
4 months
7 months
7 months
7 months
8 months
8 months
8 months
8 months
8 months
9 months
9 months
City Proposed Date

(Period Prior to go
live)
10 days
14 days
14 days
14 days
2 months
2 months
2 months
2 months
2 months
2 months
2 months
3 months
3 months
4 months
4 months
4 months
4 months
7 months
6 months
8 months
4 months
4 months
7 months
7 months
7 months
8 months
8 months
6 months
7 months
8 months
6 months
6 months
Proposer Proposed Date

12
11
10
Months Until System Goes Live

3
12
Timeline from award date
107
13
Responses to Required Questions
Briefly describe your ability to plan and

implement a Street Test of the System prior to
the System go live date to ensure the City
is satisfied with all elements of the System,
including but not limited to bicycles, locking
mechanisms, stations, station power sources,
and support systems.
CycleHop and SoBi have much experience
with street tests from other markets that we
jointly implemented. We are fully capable of
conducting a street test prior to go live date.
CATEGORY
Installation
TEST SUBJECT
Station install
and removal
process
Rack install and
removal process
Explain how your model minimizes the ongoing

gap between user fees and operating costs.
Equipment
Station
Rack
Bike
Mobile App
Connectivity
Kiosk
Bike
Communication
with central computer
Solar
Kiosk
Bike
Our equipment vendor allows for a more flexible

pricing model that is based on baskets of time
vs. unlimited amount of trips.
Battery life
Charging capacity
User Interaction
Rental/Return
Process
Member
Casual user
Bicycle adjustment
Bicycle departure
Bicycle arrival
Understanding
price signs
Understanding how
to use
Security
Bike
Lock
Tamper and vandal

proof
Theft proof
Cleaning
Station, Racks,
Bikes
Graffiti
Cleaning process
Removal
Traffic Flow
Movement
around
station
Pedestrians
Automobiles
Pets
User
Branding Appeal
Consumer, Local
Business
Community feedback
Balancing User Fees and Operating Costs
We dont believe bike share programs have

to lose money! One of the reasons they do
is because of pricing models imported from
Europe that simply dont sustain operations.
Although local annual members generate a
majority of the systems trips, casual users
are responsible for a significant portion of the
systems user revenue stream. Furthermore,
data from other systems demonstrates that bike
share stations in popular tourist areas generate
more revenue than comparable stations outside
of those areas.
Install/removal
time, staff required,
safety
functionality,
aesthetics
functionality,
aesthetics
functionality,
comfort, durability,
safety
functionality,
connectivity,
ease-of-use
The following table is an example of the type of

testing we do:
In addition to the equipment and user interaction
street test, we will also test the registration
process, data collection and accuracy, data
security,
transactions
payments/refunds,
membership fulfillment process, maintenance
procedures, and more.
MEASURE
109
13
$ .50
Up to
15 Mins
Single Trip
Per 30
mins
Daily
Membership
10
1 hour*
2 hour*
Monthly
Membership
Monthly
Membership
Daily memberships
Daily memberships allow users access to the
system for a 30-minute window of time. For
example, if a visitor to Santa Monica would like
to use bike share from their hotel to a retail
destination for a quick 10-minute ride, this user
still has 20 minutes of access for the day! This
pricing strategy should prove to be significant
to the systems revenue, but also allows casual
users a convenient and quick way to get around
Santa Monica.
We believe our approach is also sensitive to
bike shops in the area that provide longer rental
terms. A comparison table is provided on
the right.
Monthly memberships
Monthly memberships allow users access to
the bike share system for one to two hours,
each day, depending on their plan selection.
Users can extended their time per day at an
affordable rate. Monthly memberships are billed
quarterly and are designed primarily for local
and commuter use.
While this pricing schedule is flexible, we believe
this strategy balances ridership with revenues
for a comprehensive and sustainable program.
We are happy to discuss any pricing strategies
with the city of Santa Monica.
110
15
*Additional Usage
Fees + $2.50/30 min.
Our model calls for:

Elimination of the annual membership plan
Introduction of Monthly pricing plans
Introduction of Pay-As-You-Go
pricing
plans
Introduction of Single Trip pricing similar to
public transit
Re
S
o d
Mo
ke Ce
r
a
ke
R
e
$ 0 o
0 e
o r
7
e
od
ou
pe
CycleHop is also focused in providing effective

and efficient operations. With a national
headquarters planned to move to Santa Monica,
the local bike share program will benefit
from access to additional resources such as
administrative duties, human resources, and
finance. Our affiliation with the Bike Center will
also help reduce costs.
We also believe that Santa Monica system is
going to make money due to the large number
of visitors and year round
cycling weather.
13
Explain your plan for locating large stations in

high-demand areas.
High demand stations are found at major
attractions like the Santa Monica Pier, at large
employment centers, like the City of Santa
Monica and RAND offices, and by hotels,
and at major transit hubs. Our station size
plan accounts for the needs of each location
and recommends an optimal station size. In
addition, our equipment suppliers docks dont
require connectivity to a kiosk or any wiring.
This allows for a large station to be made up
of multiple small ones in the area, resulting in
better pedestrian flow, as well as easy loading
access to nearby businesses and properties.
If stations at these high-demand areas are
behaving differently than anticipated, the
modularity of our equipment allows for rapid
and easy contraction or expansion of each site.
Provide your recommendations for the
following items related to rollout and hours:
Launch strategy, Timeline for rollout, Hours of
operation/Partial shutdown ability.
Launch strategy
CycleHops launch strategy is informed by

experience from other cities we launched, our
first hand familiarity of Santa Monica local and
visitor populations, and the already established
ties with-in the business community. We are
fortunate to have some great local partners
like Phelps, Perrys, SM Bike Center, SM Spokes,
CVB, employers, hotel owners, and more. All
these relationships will lend themselves to large
community support of the program.
Pre-Launch
The goals of the pre-launch phase are to

generate awareness for the program and
to begin fostering a community of fans and
supporters amongst locals.
Inform: create a website to inform the public

about the plans and progress
Participate: get people involved and excited
through suggest a location, naming contest,
etc.
Showcase: demo stations and bikes
Bike Sharing Pre-launch Information Website
The pre-launch site will be the hub for program

information, progress reports, community
enthusiasm, and more content and features
including:

General program information

Timeline and updated progress reports
Sponsorship information
SuggestA-Location (for future expansion)
Station install status maps
Pre-purchase memberships
Images and videos
Comments and discussion
Countdown ticker to the go-live date
Generating Awareness
Bike sharing in Santa Monica promises to be

a compelling story for local and national news
outlets. Well make their job easy with engaging
press kits and an editorial
messaging calendar.
Social Media
Santa Monica Bike sharing branded pages will

be created on social media platforms such as
Facebook, Twitter, Instagram, FourSquare,
Flickr, YouTube, and Pinterest. Media-trained
staff will respond to questions and comments
and monitor news feeds
Bloggers, Advocates, and Publications
Well enlist Santa Monicas local bloggers as

well as cycling advocates, and fans to post,
comment, and build momentum on the web.
Pre-launch begins with the announcement of

the winner of this RFP and activity intensifies
leading up to launch.
111
13
Riding down to the beach

In Santa Monica, a place renowned for its beach
and accompanying bike path, we will see waves
of bike share bikes being ridden to the beach.
However, because of the uphill climb from the
beach, we will likely see a fraction of those
bikes make the reverse trip. As a result, a pool
of bikes will form along the beach. In order to
ensure that the system is properly balanced
and prevent an overwhelming number of bikes
become stranded/unused along the beach,
we partnered with Perrys to create bike share
corrals at strategic locations on the beach.
Signage at Perrys could read, Bike Share
Drop-off Center when a threshold of bikes is
reached on the beach, rebalancers will collect
and redistribute the bikes from the corrals to
the appropriate stations.
Helmets
A recent fatal accident, in Santa Monica,
between a cyclist and a motorist reminded us
all about the importance of wearing a helmet
when riding. Bike share is also a no-go for
many people that dont feel comfortable riding
on the streets without a helmet.
We plan to offer rental helmets for bike share
riders from both the SM Bike Center and Perrys
locations on the beach, and other participating
partners in the community.
Describe your willingness and commitment
to use public application program interfaces
and make data available to outside
applications developers.
Yes, we are willing to make the system data
available to outside developers. We discussed
this issue with our equipment vendor and they
are willing to facilitate.
114
Describe your commitment to ensure that data

from this system is accessible to those who
would like to generate reports and applications
regarding systems on a national or world level?
CycleHop is passionate about elements that
improve quality of life. These interests range from
bicycling and complete streets to information
transparency and open data.
As a team that is dedicated to operating a
program that maximizes the benefit of bike share
and works at the forefront of technology, we are
willing and committed to making the bike share
data publically available for use by researchers
and developers. This data will not contain any
private or personally identifying information.
Access will be available for use by the public
through our systems API and/or website.
This data will also be accessible to those who
would like to generate reports and applications
regarding systems on a national or world level.
Through BikeShare.com we also have the capacity
to host the first ever National Bike Share Data
Challenge.
13
Explain how your firm will support and

advocate for bicycling in Santa Monica? What
concrete programs or contributions will you
make to encourage more people to ride?
Cyclehop will work with local cycling advocates
and city staff to ensure that bike share does
not adversely compete for bike parking in
Santa Monica. Similarly we will support the
implementation of new cycling facilities and
amenities in Santa Monica that encourage the
uninitiated to give cycling a try.
Cyclehop understands that community buy-in
is key to a successful bike share system. Cycling
events, bike share/bike local tours, and education/
orientation programs are some examples of ways
we will get locals involved and excited about this
fun and healthy transit option.
Cyclehop will operate a Santa Monica based

customer care center to ensure callers receive
local, professional and knowledgeable service
from people who bike in the Santa Monica area
and know the lay of the land.
Cyclehop will work with local League Cycling
Instructors to plan and lead rides for members to
enjoy healthy, active outings.
Through our sister company, Bike And Park
Santa Monica, we will offer discounts to bike
share members towards the purchase of cycling
accessories such as helmets.
115
Appendix - Smoove Product Info
ADVANTAGES OF THE SMOOVE HYBRID SYSTEM

TYPE
EXAMPLE
Fixed Station
Bixi, B-cycle
Smart Bike
Social
Bicycles
Hybrid
Smoove
Fixed hub locations
YES
YES
YES
System tracking with real-time GPS or

triangulation
NO
YES
YES
Double-sided docking
YES
NO
YES
Spatial maximization when docking against

buildings
YES
NO
YES
Doesn't require direct sunlight to charge bike

computer
YES
NO
YES
Convenient user-facing rental panel
NO
NO
YES
Doesn't require wiring between docking stations

and kiosk
NO
YES
YES
Doesn't require cellular connection on each

bicycle
YES
NO
YES
SOME
SOME
YES
Locking mechanism can't be used to injure user
YES
NO
YES
Users can locate and reserve bikes in advance
NO
YES
YES
Registration and payments can be made from the

web or mobile device
SOME
YES
YES
RFID card access on bike
SOME
NO
YES
Can locate stolen bicycles
NO
YES
YES
Can wirelessly disable individual bicycles
NO
YES
YES
One-button repair reporting on each bicycle
NO
YES
YES
Manual redistribution
YES
YES
YES
Convenient smartphone app to locate bikes and

stations
SOME
YES
YES
Flexibility to lock bike outside of stations during

trip duration
NO
YES
YES
Enclosed front basket with advertising assets
119
Kiosk
The self-powered and wireless kiosks allow for an immense amount of flexibility in station siting
and planning. The kiosk element of the station is solar-powered and communicates wirelessly
through the cellular network. The highly visible kiosk features two back-lit panels available for
advertising and/or wayfinding resources. This kiosk will be manufactured by SandVault.
Solar Panels
The solar panels featured on each kiosk will produce adequate power to illuminate the backlit panels
and operate the kiosks user interface.
120
WayFinding Signs and System Map

The kiosks include panels that will feature wayfinding resources, including a prominent system
map. Additional signage includes the kiosks address (street name) displayed above backlit
panels on both sides of the kiosk, easily visible from several blocks away.
Docks
The Smoove docking system is attractive, cost-effective, space-saving, and modular. Smoove
docking posts offer significant advantages over competing systems:
No electricity required thanks to the Fork Lock system
Expensive RFID readers on docks have been eliminated, saving money and maintenance costs
Dock bases are available in both single- and double-sided configurations
Docks can be easily installed, removed and relocated as they are freestanding, not fixed
installations
The system is easily expandable and can accommodate any system size
This Fock Lock system is reliably securing over 20,000 bikes in Europe. The Smoove Fork Lock
also provides users with the added benefit of locking bikes out of dock when necessary. This isnt
just an added value when running errands, but also when a station is full. By providing users an
alternative to the frustrating dock-blocked situation, the Smoove system ensures that every ride
ends with as much joy and ease as it began.
Each dock weighs about 99.34 lbs (Each dock weighs 42.73lbs , single dock plate weighs 56,61
lbs), and can be installed in a range of configurations. These docks measure 13 x 13 with a
13/16 thick base plate.
121
The advantages of this system are not only

decreased capital and operational costs but
expansion of the system is easier and layouts
are almost limitless, the docks can be singular,
in a limitless row, separated by trees, or in a
curved configuration. There is no other docking
technology that is capable of this in North
America.
Wayfinding
Each kiosk features a clearly illustrated, backlit
wayfinding map showing nearby stations and
iconic city features.
Back Lit Ad Panels

Our companys leadership worked with
JCDecaux, the number 1 outdoor advertising
company in the world, to implement bike share
systems throughout Europe. We understand the
role of advertising plays in financially sustaining
bike share programs. Each kiosk features two
backlit panels that can be configured in multiple
ways to optimize advertisement dollars.
Power Failures
In a worst-case scenario of system-wide power
failure, there are mechanisms to ensure the
system remains secure. Docked bicycles will
remain locked until power is restored and the
system administrator reactivates the system.
Because of the passive docking system and the
Smoove Fork Lock technology, bikes out-ofdock and being used can be securely returned
without power.
Out of Service Bikes

Out of service bicycles will be identified in
both the virtual and physical space. Users can
initiate the identification of bicycles requiring
service through the Smoove Box keypad. An onstreet bike share service associate will confirm
this service need. Out-of-service bicycles will
124
be suspended from the rental system until

maintenance staff can address the issue.
Off-Grid Energy
CycleHop is focused on running a financially
strong, socially equitable, and environmentally
friendly system that targets a triple bottom
line of sustainability. Our stations run off the
grid, deploying efficient photovoltaic panels to
provide power to the user interface and
backlit panels.
Bike Selection
At this time, users cannot choose which bike
they can rent. With a uniform system of bicycles
and excellent maintenance standards, users will
always be provided with quality equipment and
an excellent ride.
Uniform Look
Stations, from the bicycles, to the kiosk and docks,
will have a unified look and cohesive feel. The
Smoove system is exceptional at representing the
City and system sponsors through its dignified,
intelligent, and cool design.
Tracking Technologies
Smooves bike share technology is set to revolutionize North America. As a 5th generation
technology provider, Smoove utilizes technology that not only allows for on-board rental control,
but also additional flexibility that lowers long-term costs and increases the user-experience.
When a user taps their membership RFID card or actives their rental at the SmooveBox, the rental
control box sends a message to central server via a Zigbee radio protocol. Once confirmed at
the central server, the SmooveBox unlocks the Fork-Lock and the user has access to the bicycle.
A similar protocol occurs at when the bike is returned to the dock. The usage of each bicycle is
tracked using this RFID technology. Because a GPS unit is not required on each bicycle, longterm operational costs remain low and predictable.
128
System Interface for Operators

Smooves enterprise software provides all the technology necessary to operate
a successful system.
Real-time Communications - Yes

The Smoove Box on each bike and the computer unit in each station kiosk communicate in realtime to the central computer system. As soon as a bike sends a transaction to the station about
its departure or return, the message is transferred to central server. The station status is updated
instantly when a message is received from bike.
This allows for tracking and reporting the number of docked at stations, number of damaged
bicycles, and the number of free docks at each station. This information can be viewed fully using
a web interface, or, with some limitations, via a smart phone.
131
Process
Explain the process for completing the
following tasks using the IT system (or other
means if applicable):
Locating Bicycles
When a bike is checked in or out, as triggered
by its status of contact with the dock, the
Smoovebox sends a message to the central
server.
When the central system receives a message
form the bike, its status is updated instantly.
Information displayed by central system is a real
time view of the situation on the street. With
this message exchange process, the central
system is aware of the bikes status as in rental
or in station. If a bike is in station, the central
system displays bikes station and the docking
point. The bikes station computer is also aware
of its docking point and can display it on the
user interface if a rental is made from the kiosk.
Determining Lost Inventory

The central system is aware of each bikes
departure. When a rental exceeds a maximum
time threshold (as determined by the operator
and currently set at 24 hours), the system
creates an alert for this rental. The maintenance
team is informed of all the rentals that exceed
maximum rental time in real time, allowing
them to begin a recovery protocol that
includes contact with the last registered user
and location tracking. If the bike is returned to
a station, the alert is cancelled by the system.
If the bike cannot be recovered, the operations
team will convert the bike status from
operational to lost and follow lost bike
protocol.
132
Tracking Mileage for Maintenance

Each Smoovebox is connected to a dynamo
within the bike. Thanks to this connection
Smoovebox exactly knows the number of miles
accumulated during each rental period. When
the bike is returned to a station, the Smoovebox
sends a return message with distance travelled
to the central server.
The operations team can view and report
how many rides/miles each bike has taken by
creating a filter on the rental history to extract
only rentals from one bike. Maintenance alerts
will structured to alert the service team when
a bike has reached a pre-set mileage or ride
milestone.
Disabled Bikes
Designated operational staff can disable bikes
in station via communication from the central
server or with contact from the on-street service
team members carrying a maintenance card.
These disabled bikes will be made unavailable
to customers, but can be undocked for service
by maintenance staff. All bikes disabled in
station can be found in the central server by
using a filter on the bike list. The operations
dashboard can display the station and docking
point of disabled bikes.
When a bike has a disabled dynamo, the central
system detects it automatically as a return. If
the distance traveled by bike on return is 0,
the system assigns the bike a special status
and alerts the operator of its location using a
triangulation protocol. All bikes in this status
can be found in the central server by using a
filter on bike list.
Ridership and Equipment Reports

A central database of real-time data will feed an
analytical dashboard that is capable of displaying
graphical information and also simplified raw
data in a spreadsheet format. By identifying the
specific range of bicycles, the period of time to
be analyzed, and finally selecting the format type
for output, the operator can quickly create and
export reports that feature information on the
usage and miles traveled on a system wide and
bike-by-bike basis.
Shutdowns
To shut down an individual station, the system
administrator can change the parameter of the
stations terminal to test mode. In test mode,
only maintenance staff are allowed to rent a bike.
However all returns are available.
To shut down the whole system temporarily, all
stations need to be switched to test mode.
PRICING INCENTIVES
Designated system administrators can temporarily
change pricing on a station-by-station basis, with
the ability to affect system-wide pricing, from the
backend management platform.
on the server. Logon passwords are set to expire

every 45 days. All data is store in a database
and any financial data is encrypted with in the
database.
Database Expectations
SEARCH FUNCTIONS & REPORTS
The search functionality will be made available via
the dashboard. The anonymization of the data will
happen during the ETL process, and we will be
able to make available non-anonymized reports.
For the non-anonymized reports, a additional layer
of security will be added to ensure that access is
restricted strictly to individuals who should have
access to the sensitive reports.
DAILY MAINTENANCE
The database will be maintained on a daily basis
per process described above.
REPORTS
Pre-defined reports can be made available as part
of the dashboard. Also, reports can be generated
and sent out per agreed upon schedule or ondemand.
Verifying Credit Card Info

During the registration process for subscribers,
via the integration with our payment processor,
we will ensure that the identity of the subscriber
corresponds to the identity of the credit card
holder. All credit card and sensitive data will
be encrypted and stored in our database which
will be hosted at our PCI compliant data center
(see response below) All transmissions involving
financial information will happen over secure and
encrypted connections.
Data Security
Each person with server access has a unique ID
badge and must scan their fingerprint for access
to the servers. Each person has their own logon
information to access the server console. Server
logging is enable to record to record all activity
133
SIGN-UP
After a user
downloads the
app, she is given
the option to sign
up and pay for
a membership
(casual or annual)
or input a pin
number if theyve
already purchased
a membership.
HOW IT WORKS
Learn everything
you need to know
about how the bike
share program
works. This section
explains what bike
share is best used
for and how the
timing and fee
WHERE TO
GO Our app
offers point-topoint directions
enabling users
to avoid juggling
between several
apps at once
to find their
destination, plus
TRIP TIMER
Know exactly
how much time
you have before
incurring overages.
You have the
option to start
a trip timer that
alerts you when
time is running out.
structure works.
and bikes.
REPORT A
PROBLEM
Something not
functioning?
Users can report
problems directly
on the app or
be connected
directly with the
Call Center via
the app.
favorite routes.
MY ACCOUNT
By tapping My
Account users
can view their
detailed account
information,
including their
membership, trip
history, and view
favorited trips
LOCATOR
Find stations
and see exactly
how many bikes
are parked at a
given station in
real-time. The
interface shows
pinpointed station
locations and
available docks
SETTINGS
Users have the
option to adjust
the app language
and enable
smartphone GPS.
and places.
135

Smoove Bicycles Equipment Specs
TABLE A: STATIONS
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136
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137

TABLE A: STATIONS
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138
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140
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Appendix - Smoove Cost Proposal
A. CAPITAL EXPENSES AND START UP BUDGET
143
B. MONTHLY OPERATION BUDGET AND 7 YEAR OPERATING COST PROJ.
Note: The Operating Budget for Santa Monica is unique in

comparison to other cities for the following reasons:
1. User revenue per bike is high (and will most likely be
higher) due to large visitor population and year round
cycling weather. A comparable market to Santa Monica
would be Miami Beach, FL. Additional comparison can
be taken from the following table representing bicycle
rental revenue per month (2013) generated at the SM Bike
Center, from the visitor market, with a fleet of 150 bicycles.
2. Sponsorship and advertising revenue will also trend higher
in Santa Monica due to limited outdoor advertising assets,
and high DMA ranking for LA Metro area.
3. Some expenses such as insurance and credit card fees are
tied to revenue and therefore will trend higher as well.
4. Living Wage requirements will also result in higher payroll
than some cities.
5. Facility costs in Santa Monica will also trend higher than
most cities due to highly desirable REIT market.
144
C. COST SUMMARY
1. Base Capital Cost for 250 Bicycles and
35 Stations: $1,107,250
145
2. Total Capital Cost (Base Cost + 100

additional bicycles): $1,275,250
3. Additional per Station Cost (typical with

alternates based on size): $19,200
4. Additional per Bicycle Cost (bid must

include 100 bicycles at this rate): $1,680
5. Per-Bicycle Operations Fee (assume 10% annual retained by City and paid based on achievement
of system level agreement): Based on our Operations Budget the per-bicycle Operations Fee
(minus 10%) is $2,315 per bicycle per year.
6. Total Cost (Capital + Operations for

7 Years) for 350 Bicycles and
35 Stations
7. Total Cost for recommended system

(Capital + Operations for 7 Years)
Our recommended system size is 500
bicycles at 50 locations.
146
Appendix - Resumes
RONALD F. DURGIN
[email protected]
CAREER EXPERIENCE
Bike & Park Santa Monica, LLC,
General Manager, Santa Monica Bike Center (June 2011 Present)
Responsible for daily operations of the Santa Monica Bike Center including staffing, scheduling, payroll, budget,
facility maintenance, member outreach and retention.
Act as a liaison with the City of Santa Monica Planning and Community Development staff on bicycle related
issues.
Develop marketing materials to promote bike rentals & tours and SM Bike Center membership.
Built membership base to over 200 in first year of operations.
Exceeded revenue projections by 40% in first year of operations, resulting in a self-sustaining business within six
months.
Created innovative programs to encourage use of bicycles for daily trips by atypical people, examples include
launching the Santa Monica Soft Pedalers ride for senior citizens to use a bike free of charge for local bimonthly outings, and launching the Commuter Bike Loaner program to offer a bike for a two week free trial.
Sustainable Streets, Co-founder & President:
Los Angeles, CA (July 2009 present)
In 2012, secured a $100,00 grant award for delivery of 30 adult bike education classes in LA County.
Coordinated a dozen instructors and 400 participants in three municipalities for the successful completion of the
program. Coordinated a train-the-trainer seminar at the end of the grant that added 12 new instructors to the
roster for future growth of bike education programs in LA County.
Provide consultation services to local municipalities on sustainable transportation and procurement projects in
Santa Monica, Culver City, Los Angeles and West Hollywood.
Prepare and deliver community education programs to diverse audiences up to 120 people through municipal
adult education channels. Ive conducted over 30 multi-day education workshops since 2008.
Chair Board of Directors meetings and run day-to-day operations.
Green Media Group LLC, Research Manager:
Santa Monica, CA (August 2007 July 2008)
Coordinated a team of 23 people to complete a citywide canvass of all five boroughs in under 3 months for the
First Edition publication of Greenopia: New York City, the urban dwellers guide to green living.
Contributed to the ongoing refinement of qualification standards across 53 business categories in collaboration
with the Sustainability and Publishing departments.
Initiated internal policy changes in the research department to mitigate sustainability aspects from daily
operations, such as setting up and maintaining onsite compost for employee food waste and establishing a
mileage reimbursement standard for employees using bicycles instead of autos when conducting field research.
Managed fact-checking team to verify research results, assisted with vetting of listings against sustainability
criteria.
Provided published content for Greenopia: NYC on the topics of Renewable Energy Credits, Carbon Offsets and
Sustainable Transportation.
160
Appendix - Resumes
RONALD F. DURGIN rsum

Page two
Greenpeace USA, Inc., Team Leader, Frontline Program Development Department:

Los Angeles, CA (January 2006 March 2007)
Trained my immediate team of direct reports to promote a successful attitude and work as a team to achieve
individual and organizational goals. My team routinely led the Nation in key performance indicators and
several members went on to run canvass offices in expansion cities.
Supported national programs with campaign initiatives at the local level and by helping to establish
collaborative relationships with like-minded organizations in the Los Angeles area.
Achieved top individual fund raising and member recruitment results nationally in 2006, adding value to the
organization with significant financial streams and grassroots member support. Specifically my efforts
contributed over 500 new members and approximately $7,500 per month in recurring donations.
Assisted with the development of the Frontline Program in Los Angeles, resulting in the growth of membership by
more than 25% over projections, fostering a faster than anticipated expansion of the program to 15 US cities.
FUJIFILM Hunt Chemicals, Inc., Regional Technical Representative:
Washington, DC and Los Angeles, CA (March 1996 August 2004)
Co-created and implemented a national program that built a knowledge base on best practices in quality
control from a network of 150+ Professional/Custom Commercial photofinishers.
Acted as the regional technical expert responsible for training and educating independent retailers, national
accounts and Fujifilm sales staff on product features and applications.
Communicated discoveries from the field to the National Technical Manager on relevant issues such as product
performance, customer needs and competitor product innovations.
Conducted regular audits of both Fuji owned and independent photofinishing plants to analyze and report issues
with supply chain, maintenance, product quality, and waste handling.
Demonstrated ability to utilize technical expertise to help the sales team close major accounts valued over
$100,000 in annual product sales. The collective value of accounts within my assigned territory exceeded $5M.
Directed over 100 field product trials from inception to completion, including identifying participants, screening
and qualifying field test sites, coordinating stakeholders, establishing implementation strategies, and submitting
progress reports and final analysis of field observations measured against R&D test criteria.
EDUCATION
2004 2005
1982 1987
Master of Strategic Leadership Towards Sustainability

School of Engineering, Blekinge Institute of Technology, Karlskrona, Sweden.
Bachelor of Science, Photographic Engineering & Technology
St. Cloud State University, St. Cloud, Minnesota.
PROFESSIONAL & COMMUNITY ACTIVITIES
Former Member Board of Directors, Los Angeles County Bicycle Coalition; 2008 2009.
Former Member of West Hollywood Bicycle Task Force, appointed by City Council for 2011 term.
League of American Bicyclists certified Cycling Instructor #1815; 2007 to present.
Member of Caltrans Bicycle Advisory Committee; 2009 to present.
Founding member of Cyclists/LAPD Task Force; 2009 to present.
South Coast Air Quality Management District certified Employee Transportation Coordinator; 2009 to present.
Volunteer: Planting Supervisor for TreePeople. I assist TreePeople staff with educating and managing untrained
volunteers during Community Plantings, Mountain Forestry Plantings, and Campus Plantings; 2005 to present.
Volunteer: Speakers Bureau for Heal the Bay. I speak to groups in the Los Angeles area about the work that
Heal the Bay does to take on the greatest threats to coastal waters and watersheds; 2006 to present.
161
Appendix - Resumes
EMAIL C Y N T H I A . R O S E @ S M S P O K E . O R G
CYNTHIA ROSE
SKILLS AND ACCOMPLISHMENTS
Top ten nalist National Advocate of the Year 2014, Alliance of Biking and Walking
Established community leader and bicycle advocate
Extensive knowledge of bicycle issues, skills, and industry practices
Experienced League Certied Instructor and meeting facilitator
Demonstrated ability to forge and mobilize coalitions of community, business, non-prot and civic stakeholders
Ability to communicate eectively with diverse stakeholders and nd commonalities that create solutions
Track record of independent professional activities and accomplishments, including planning and implementation of events,
meetings and bicycle demonstrations
E M P L O Y M E N T A N D A D V O C A C Y H I S T O RY
C O - F O U N D E R A N D D I R E C T O R , S A N TA M O N I C A S P O K E ( 2 0 0 9 T O P R E S E N T )
I co-founded the rst chapter of the Los Angeles County Bicycle Coalition (LACBC) catalyzing the chapter-based structure
that created a dynamic, inclusive advocacy force in the region. In collaboration with LACBC, I updated the bylaws and
developed the structure, framework and support mechanisms for the parent organization and these new independently run
chapters to exist under one 501(c)3 umbrella. I have worked to connect advocacy to the bike industry by attending InterBike
three years running where I continue to forge relationships that better connect manufactures and retailers to the people they
serve. My outreach to local shops, including one of the largest Trek dealers in the US, has built a synergy of cyclists and
community that is supportive and mutually benecial.
L I A I S O N T O C I T Y O F S A N TA M O N I C A O N B I C Y C L I N G ( 2 0 0 7 T O P R E S E N T )
Through Santa Monica Spoke, I have established a consistent and collaborative presence for bicycling within the City of
Santa Monica that has catalyzed the adoption of the rst Bike Action Plan (November 2011) and millions in public investment.
I consulted with the City in its Bike Friendly Community application, and have also served on review panels for other
applications. Through forging collaborative relationships with City sta and ocials, my work has ensured that bicycles are
considered in policy, public projects and private developments.
Recently my work with the City has expanded to include collaboration on major planning and outreach eorts including the
Michigan Avenue Neighborhood Greenway project, which Santa Monica Spoke was also awarded the Performance Grant
from the Alliance of Biking and Walking. We have partnered on events such as Pop-Up MANGo, stakeholder workshops and
neighborhood relations. I have also become the bicycle representative for Buy Local and business relations adding a bike/
walk local component to the Citys program.
BICYCLE INSTRUCTION AND TRAINING PROVIDER (2011 TO PRESENT)
In 2011 I certied my knowledge built as an active cyclist through the LCI training program and became a League Certied
Instructor. Ever since, I have regularly coordinated, organized and taught TS101 classes, including to LA County Metro sta at
their headquarters, and to cyclists of all ages and ability through the METRO/OTS grants, through Sustainable Streets and
LACBC. I created the rst City certication program for Pedicab operators, assisted coordinating / teaching on two LCI
teacher trainings and need to know lunchbox training.
SAFE ROUTES TO SCHOOL PROGRAM LIAISON
Over the last two years I have been the lead LCI in the development and institutionalization of a Safe Routes to School
program. This has included work on organizing the rst Family Bike Fest and the rst Kidical Mass ride in Santa Monica which
reached over 400 participants. I have also developed a eld curriculum and taught the rst pilot school classes, and am
continuing to provide services and organizational development assistance.
BICYCLE EVENT ORGANIZER
As Santa Monica Spoke director, I have produced and executed events for many years. I organize, advertise and produce
quarterly advocacy meetings that reach hundreds of cyclists to share information and build the movement. This requires both
the passion of advocacy, and the dedication to follow through to ensure that events are successful, timely, and leave all
participants with a desire to stay involved. Highlights of Spoke Events that Ive organized are:
Dinner & Bike tours including hosting Elly Blue and company for a community talk, group bike ride and dinner. She
consistently reports that it is one of the best stops on her national tours.
163
Appendix - Resumes
The Bike Exhibition concept I developed for the 20th annual Santa Monica Festival. Now in its third year the exhibition has
evolved into a bike zone. A curated collection of member and shop loaned bicycles highlight the diversity and adaptability
of bicycling for every day life. Coupled with a hands on learning and skills area the bike zone educates and engages
festival goers and has become a primary and acclaimed component of the festival.
The Family Bike Fest - attended by over 250 families, this event blended a bike exhibition, bike skills classes for kids, a
bike parade, a bike swap, bike information, food and childrens events. Local bike shops and bike collaboratives get
exposure through tune ups and repair. It was lauded as a huge success.
PROJECT MANAGEMENT AND PRODUCTION
For 15 years I lead production projects in the commercial lm industry satisfying clients by managing productions, budgets
and crews ranging from 2 to 20+ on local, regional and multi-million dollar national campaigns. My clients demanded
meticulous attention to detail, on the spot problem solving and decision making. The skills developed in this fast paced and
sometimes ckle industry were key to my success in creating and building lasting relationships, team building, eciency in
time management and collaboration with diverse interests of agency, client and creative.
SMALL BUSINESS BUILDER
As a luthier for custom boutique bass builder Rob Allen Guitars, I became part of a two person partnership team that built a
successful business model which grew from a cottage business to the steadily growing half million dollar plus company
owning all its own assets. I participated or led in every aspect of the company through all the many stages of growth. At the
time I left I managed the shop, all manufacturing building and production schedules, employees, social media and
coordinated web promotion.
ACTIVITIES & MEMBERSHIPS
Director Santa Monica Spoke
LCI, Member League of American Bicyclists
Board member, California Bike Coalition
Additional Board and Representation Activities: Currently serve on board for Santa Monica Walks and LACBC Education
committee. Past boards / committees served: Board member, Sustainable Streets, Westside Council of Governments Bicycle
advisory committee, LACBC Planning and Policy Committee, CicLAvia to the Sea Steering Committee, member Alliance for
Biking and Walking, Adventure Cycling Association.
E D U C AT I O N
FiDM, Merchandising Major, AA
SPEAKING ENGAGEMENTS AND CONFERENCES
I have spoken at: Bike Center Grand Opening, Bike Campus Opening, Main Street Bike Corral Grand Opening, Ocean Park
Blvd Green Street Dedication, City of Santa Monica TDM workshops. I moderate and facilitate all SM Spoke events and
public meetings. I have presented and participated on panel discussions: California By Bike Summit 2013 - Oakland,
California Rules of the Road 5 Perspectives, Loyola Marymount University Activist & Bloggers: Changing the Face of Los
Angeles.
PA R T I C I PAT I O N I N B I C Y C L I N G E V E N T S A N D E D U C AT I O N
National Bike Summit and National Womens Bike Summit, Washington DC, 2013, 2014. UCLA Complete Streets Conference,
2011, 2012, 2013. Rail-Volution, 2012. Pro Walk, Pro Bike, 1st National Womens Bike Summit, and Alliance for Biking and
Walking Leadership Retreat 2012. Transform, Transportation Choices Summit, State Advocacy Day, 2012, 2013, 2014. Velo
City, Vancouver BC, 2012. California by Bike Summit, 2011, 2013. Alliance for Biking & Walking Winning Campaign Training,
2011. ThinkBike LA, Design with the Dutch, 2011. Designing for Bicycle and Pedestrian Safety, 2010. Round Table Meetings,
City of Santa Monica, 2010. Los Angeles Bike Summit, 2009. Los Angeles Street Summit, Janette Sadik-Khan pre-summit
lecture, 2010. LA Street Summit, March 2010.
References are available upon request.
164
Appendix - Required Forms
169
177
CITY OF SANTA MONICA

LIVING WAGE ORDINANCE CERTIFICATION
July 1, 2014 through June 30, 2015
TO BE COMPLETED BY ALL CONTRACTORS PROVIDING SERVICES TO THE
CITY OF SANTA MONICA IN EXCESS OF $54,200
MINIMUM WAGE - $15.37 per hour
Please read, complete, and sign the following:
THIS CONTRACT IS SUBJECT TO THE LIVING WAGE ORDINANCE
THIS CONTRACT IS NOT SUBJECT TO THE LIVING WAGE ORDINANCE

If this contract is not subject to the Living Wage Ordinance requirements, please note the reason below
and attach supporting documentation for exemption. For example, in order to be exempt pursuant to a
collective bargaining agreement, a signed collective bargaining agreement must be attached.
(a) ________
contractor is a government agency and is exempt
(b) ________
contractor is a City grantee and is exempt
(c) ________
contractor is a non-profit corporation and is exempt
(d) ________
contractor is an employer whose employees are covered by a bona fide collective

bargaining agreement where the waiver is explicitly set forth in an agreement in clear
and unambiguous terms
(e) ________
contractor is a corporation providing banking services
The undersigned, on behalf of himself or herself individually and on behalf of his or her business or
organization, hereby certifies that he or she is fully aware of Santa Monicas Living Wage Ordinance
(LWO), and the applicability of the LWO, and the applicability of the subject contract, as determined
herein. The undersigned further agrees to be bound by all terms of the LWO, as mandated in all sections
of Santa Monica Municipal Code, Chapter 4.65. If, at any time during the term of the contract, the
answers to the questions posed herein change so that Contractor would be subject to the LWO,
Contractor will promptly notify the Director of Finance in writing. Contractor further understands and
agrees that the failure to comply with the LWO, this certification, or the terms of the Contract as it applies
to the LWO, shall constitute a default of the Contract, which shall be grounds for termination. City shall
have the right to examine all books and records of the Contractor as they relate to compliance with the
LWO. Payroll records shall at a minimum include the full name of each employee performing labor or
providing services under the contract, job classification, and rate of pay.
These statements are made under penalty of perjury under the laws of the State of California.
Printed Name:__Mark de la Vergne_________________________Title: Principal______________________
Signature:___
________________________________ Date: 4/23/14______________________
Contractor: Sam Schwartz Engineering____________________ Bid Number (if applicable):__________
Service Description:
____________________________________________________________________
182
CITY OF SANTA MONICA

PERSONNEL & BENEFITS INFORMATION
Bidders are required to provide the following personnel and benefits information, which will be
used by City staff as a tool to conduct bid evaluation and cost analysis for in-house versus
outsourced services. Please use a separate sheet of paper if the spaces below are not
sufficient.
1. Please indicate the number of supervisors/managers assigned to this work: 1_________
Please provide the requested information below for these employees.

List multiple employees in the same job classification separately.
Attach additional pages if necessary.
Title
1.
Director of Transportation Planning
# of Annual Hours
60
Hourly Rate
145
2.
3.
4.
5.
6.
2
2. Please indicate the number of full-time employees assigned to this work: ___________
Please provide the requested information below for these employees.
List multiple employees in the same job classification separately.
Attach additional pages if necessary.
Title
1.
2.
Transportation Engineer
Technician
# of Annual Hours
300
150
Hourly Rate
$
95
45
3.
4.
5.
6.
183
NUMBER OF EMPLOYEES AFFECTED BY LIVING WAGE: _________

3. Do your employees receive paid vacations? If so, how many days per year.
Yes. 10-20 depending on years experience
______________________________________________________________________
4. Do your employees receive paid sick days? If so, how many days per year.
______Yes. 6__________________________________________________________
5. Please list all paid holidays, if any.
New Years, MLK, President's Day, Memorial Day, July 4, Labor Day, Thanksgiving/Day After, Christmas
______________________________________________________________________
______________________________________________________________________
6. Do your employees receive paid medical benefits (e.g., health, dental, vision)? If yes, do they
contribute to their medical, dental, and/or vision insurances or are they fully covered by the
company?
Yes, health, dental, vision. Employee contribution
______________________________________________________________________
7. Do your employees receive life insurance? If yes, do they contribute to their life insurance or are
they fully covered by the company?
______Yes.
100%
________________________________________________________________
8. Do your employees receive any type of pension (e.g., 401k) or just social security? If you do
offer 401k, does the company match the employees contribution to the program?
Yes, 401k. Company match
___________________________________________________________________
9. Does your company provide any safety equipment (e.g., back brace, uniforms, working boots,
goggles, etc.) to your employees? If so, please list all items.
______________________________________________________________________
When necessary, yes
10. Does your company issue an employee handout [i.e. a booklet or documents that state the
benefits (e.g., health insurance, retirement programs, etc.) to new hires]?
x
Yes, for full time employees only

Yes, for full time and part time employees only.
If yes for either full time or part time employees, please submit a copy of this
with the other information requested.
document
No, please state the benefits offered to employees of your company below (attach additional
sheets if necessary).
______________________________________________________________________
184
185
186
187
188

PUBLIC CONTRACT CODE SECTION 10162 QUESTIONNAIRE
In conformance with Public Contract Code Section 10162, the Bidder shall complete, under penalty of perjury, the
following questionnaire:
Has the bidder, any officer of the bidder, or any employee of the bidder who has a proprietary interest in the
bidder, ever been disqualified, removed, or otherwise prevented from bidding on, or completing a federal, state, or
local government project because of a violation of law or a safety regulation?
X
Yes _____ No______
If the answer is yes, explain the circumstances in the following space.
192
194
195
196
202
$5,000
203
$25,000
204
$10,000
205
$5,000
206
TBD
207
$5,000
208
Hybrid Edit, LLC
11/01/2014
2005121233
NAICS Codes 512191, 512110, 512199, 519130

UNSPSC Codes 82111801, 82111800, 81141700, 81141703, 82000000, 82131505, 82141501
210
212
Appendix - Recent Press
The Longest Running and Most Rigorous Sustainable Business Awards Program in
Southern California Announces the 2014 Winners
Santa Monica, CA, March 18, 2014 - The Santa Monica Chamber of Commerce, the City of Santa Monica and Sustainable Works are
pleased to announce the winners of the 2014 Sustainable Quality Awards (SQA). Winners will be honored during a special luncheon
award presentation scheduled for April 30, 2014 at Le Meridien Delfina Hotel in Santa Monica.
Each year,the SQA recognizes Santa Monica businesses that have successfully incorporated sustainable practices into their operations.
The SQAs are intended to educate and inspire local businesses to adopt sustainable practices and support Santa Monica as a
sustainable community. The SQA has recognized over 125 businesses since the program launched in 1995.
The 19th Annual Awards Luncheon event will honor the 2014 winners as well as feature a special keynote presentation by Dr. Michael
Crooke, Former CEO of Patagonia, Inc., Assistant Professor of Strategy, Graziadio School of Business and Management at Pepperdine
University, and Avamere Professor of Practice, Lundquist College of Business at University of Oregon.
Attendees of the awards luncheon are also invited to attend an exciting pre-event Sustainable Bites networking hour prepared by
Santa Monica chefs including past SQA winners Tiato & An Catering and Brus Wiffle. In addition, bites will be provided by Back on the
Beach/Back on Broadway, Upper West, and culinary students from The Art Institute of California.
The SQA is the oldest and most rigorous sustainable business award in Southern California says Shannon Parry, Deputy Sustainability
Officer for the Office of Sustainability and the Environment for the City of Santa Monica. We congratulate the past and current winners
on their exemplary leadership. The SQA program, honoring over 115 businesses since 1995, allows us to applaud and highlight how each
and every one of these companies makes a difference. By recognizing their achievements, we hope to inspire other businesses to adopt
their own sustainable practices, thus helping Santa Monica become a model sustainable community, says Parry.
The Sustainable Quality Awards Grand Prize is awarded to businesses for combined excellence in three areas: economic development,
social responsibility, and stewardship of the natural environment. Excellence awards are given to outstanding achievements in any
one of the three areas.
The 2014 Sustainable Quality Awards (SQA) announces two SQA Grand Prize winners and eleven Excellence winners in the following
categories:
SQA Grand Prize Winners
Perrys at the Beach

Phelps
SQA Excellence Winners
Bike and Park Santa Monica - Economic Development
Press Contact:
Shannon Parry
[email protected]
213
226
Appendix - Acknowleged Addendums
227
228
229
230
231
232
Appendix - Proposed RFP Checklist
X
X
233

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2

Sister Company: Bike and Roll

Sister Company: Bike and Park

and visitors, supporting the joy of riding, for both

Key Personnel and Organizational Chart

Santa Monica Spoke

Bike and Park Santa Monica

Perrys Caf and Rentals

Key Personnel and Organizational Chart

City of Santa Monica

Santa Monica Spoke

Phelps Total Market & Partners

Key Personnel and Organizational Chart

Key Personel Chart

Statement of Project Intent

Why Choose CycleHop

Low Cost, High Performance

Simply put, CycleHop brings a unique

Additionally, our system provides significant

CycleHop stands apart from the pack with

On top of that, we want to move our national

Best Equipment Mix

CycleHop and Sam Schwartz have been

Unmatched Operational Knowledge

Statement of Project Intent

Our efforts have shaped the bike share industry.

The Home Team

2014 thanks, in part, to implementing the

Systems Equipment and Plans

Social Bicycles Equipment Specs

Systems Equipment and Plans

Compliance with the Americans with

Social Bicycles uses Braintree for payment

Systems Equipment and Plans

Social Bicycles stations can also be installed in

Capacity to install stations on public or

Systems Equipment and Plans

Systems Equipment and Plans

transfers of bicycles between local systems

Below is the station configuration menu:

Provision of retail customer services

Though backlighting is optional, the solar input

Systems Equipment and Plans

Capacity for users to choose alternative

Systems Equipment and Plans

One size to fit majority of adult population

Tires are made of puncture resistant Kevlar. Rims

Cargo capacity for items such as a typical

Systems Equipment and Plans

Equipped with GPS tracking devices

Social Bicycles offers real-time GPS tracking

Systems Equipment and Plans

Protection from grease, dirt, and tire spray

Systems Equipment and Plans

Kickstand or other device to allow the bicycle

No More Dock Block

Systems Equipment and Plans

City Of Phoenix/ Mesa/