board of directors meeting wednesday, …tecolinestreetcar.org/board/ths_board_packet.pdftampa...

B O A R D O F D I R E C T O R S M E E T I N G Wednesday, March 21, 2018, 2:30 p.m.

1201 E. 7th Avenue, 3rd Floor Florida Conference Room

Information not viewable is available upon request - phone: 813-384-6552 or e-mail: [email protected]

MISSION STATEMENT Tampa Historic Streetcar, Inc. (THS) will offer a dynamic new component to Tampa’s

transportation system by providing attractive, reliable, comfortable, convenient, and safe streetcar service to local residents and visitors alike.

MEETING AGENDA

CALL TO ORDER AND PLEDGE OF ALLEGIANCE

ELECTION OF THS OFFICERS AND VOTE ON THS BOARD APPOINTMENTS TO OTHER BOARD COMMITTEES Board Nominations for 2018/2019 THS, Inc. Board Officers and Committee Members

1. APPROVAL OF MINUTES Regular Board of Directors Meeting Minutes ~ February 21, 2018 .............................................. 1-1

PUBLIC INPUT ON AGENDA ITEMS

2. STREETCAR SYSTEM PERFORMANCE REPORT FOR FEBRUARY 2018 .................. 2-1 Brian Allan, HART Director of Streetcar Operations

LEGAL AND LEGISLATIVE REPORTS ......................................................................... verbal THS General Counsel

CHAIR’S REPORT Michael English, THS President/Chair ................................................................................... verbal

HART INTERIM CHIEF EXECUTIVE OFFICER’S REPORT Jeff Seward, HART Interim Chief Executive Officer

a. Advertising Policy ............................................................................................................. verbal b. German cruise vessel Artania ............................................................................................ verbal

3. DIRECT MEDIA USA SALES ACTIVITY UPDATE ............................................................ 3-1 Laurie Gage, Direct Media USA

PRESENTATION Old Water Street Kimley-Horn: Planning and Design Engineering Consultants Overview: Staff from Kimley-Horn will provide an overview on the Strategic Property Partners Hotel Project on Old Water Street, and the potential impacts to the streetcar system during construction.

mailto:[email protected]

Tampa Historic Streetcar, Inc. Board of Directors Meeting Agenda March 21, 2018

4. COMPLIANCE REPORTS (REVIEW AND FILE) a. Marketing Report for February 2018 ................................................................................ 4-1

Steve Rosenstock, HART Senior Manager of Marketing b. Ridership, Fare, Special and Extra Services Reports for February 2018 ....................... 4-4

Lucian Campillo, HART Interim Chief Financial Officer c. Financial Statements for the month ending December 31, 2017...................................... 4-7

Lee Huffstutler, City of Tampa Chief Accountant

5. INFORMATION REPORT a. TECOLineStreetcar.org website redesign and mobile website........................................ 5-1 Steve Rosenstock, HART Senior Manager of Marketing

OLD BUSINESS

NEW BUSINESS

ADJOURNMENT

TAMPA HISTORIC STREETCAR, INC. Regular Board of Directors Meeting

Wednesday, February 21, 2018 at 2:30 p.m. HART Administrative Office

1201 E. 7th Avenue, 3rd Floor Florida Conference Room

Tampa, FL 33605

1-1

Board Members Present…………… (3) HART - Staff Members Present Michael English, President Brian Allen Rick Hamilton, Secretary/Treasurer Danielle Arthur Adam Harden Sylvia Berrien Christina Buchanan Alternate Board Members Present…… (2) Ruthie Reyes Burckard Commissioner Pat Kemp Lucien Campillo Bob McDonaugh Laura Jean Flowers Lena Petit Board Members Absent…………… (3) Steve Rosenstock Abbey Dohring Ahern, Vice President Jeff Seward Councilmember Cheri Donohue Frank Wyszynski David Mechanik Cyndy Zambella Others Present David Smolker, THS General Counsel Uyen Le, City of Tampa Pamela McCarter, City of Tampa Jeff Zeichner, RSM

Sign-in sheets are attached.

CALL TO ORDER The meeting was called to order at 2:31 p.m. by President Michael English.

PLEDGE OF ALLEGIANCE Pledge of Allegiance followed.

APPROVAL OF MINUTES Alternate Director McDonaugh moved and Director Hamilton seconded approval of the January 17, 2018 regular Board of Director meeting minutes. All Board members present voted aye. The motion carried unanimously.

PUBLIC COMMENT ON AGENDA ITEMS (3 MINUTES PER SPEAKER) No one signed up to speak.

STREETCAR PERFORMANCE REPORT Mr. Brian Allan, Director of Streetcar Operations, presented the Streetcar Performance Report.

President English welcomed Commissioner Kemp.

THS, Inc. Board of Directors Regular Meeting Minutes

February 21, 2018

1-2

GENERAL COUNSEL’S REPORT Request to HART Board for Potential Changes to HART Advertising Policy

Mr. David Smolker, THS General Counsel, reviewed the current HART advertising policy in regards to exceptions to the general prohibition against advertising tobacco and alcoholic beverage sales. He stated that the item for discussion is whether to amend the policy by including promotions of industries other than the cigar and hospitality industries, and amend the language restricting industries to be regional. He said that any changes would have to be approved by both HART and THS boards. President English inquired if the change was driven by a specific request. Mr. Smolker answered affirmatively relating to the Tito’s vodka ad. He added that HART General Counsel and he agreed that increasing flexibility of the advertising policy could allow an increase in revenue. Mr. Jeff Seward, HART Interim Chief Executive Officer, recognized potential loss of revenue by not amending the policy could be significant. He recommended doing an analysis of what the potential revenue would look like, potential clients, possible products, and what has been excluded by the policy, and then discuss the data with the THS board. Alternate Director McDonaugh referenced Mr. Smolker’s exclusion of the cruise industry and stated that the streetcar has advertised for Carnival cruise ships before. He noted his curiosity for the potential revenue, but advised having discussions with the THS Inc. funding partners to ensure there are no disagreements. CHAIR’S REPORT Survey of Preference for Offices and Appointments

President English appointed Director Dohring Ahern as Chair of the Nominating Committee, and Directors Hamilton and Mechanik as members. He asked that Board members complete and submit the Appointment Preferences Form promptly for the Committee’s review.

HART CHIEF EXECUTIVE OFFICER’S REPORT 2018 Gasparilla Overview

Mr. Seward reported ridership for the Gasparilla Parade was phenomenal with $24,400 revenue received and 13,000 riders making it the best year of the last 4. He noted that collecting fares was not a problem and patrons used HART e-fares, Flamingo fares. Mr. Seward added a lot of patrons rode for the NHL festivities and not the parade which yielded great exposure. Birney Streetcar

Mr. Seward reported that the HART Board voted to accept responsibility for the Birney car to be added back into the fleet and accept the funding that is associated with it. He explained that the funding is allocated to repair and restore the Birney for upcoming events decided on by the board. Mr. Seward noted this as an opportunity to showcase the streetcar as an asset to the community as a viable commuter option and a piece of history. He suggested a rededication event and to use the Birney in marketing as exposure.

THS, Inc. Board of Directors Regular Meeting Minutes February 21, 2018

1-3

Mr. Seward reported that operators from MATA have been training at HART for the past two weeks. Mr. Allan commented on the great opportunity to have the MATA operators at HART as it also allowed the creation of more qualified trainers. Mr. Seward noted the great partnership with Memphis and hinted at reciprocal with HART staff going to Memphis paid for by MATA. He added that recently he had the opportunity to see the work on the maintenance of the vehicles and he would be remiss in not acknowledging the rehabilitation done on all the cars and suggested arranging a tour of the streetcar barn for the Board members. President English thanked HART for accepting the Birney. DIRECT MEDIA USA SALES ACTIVITY UPDATE There was no update. ACTION ITEM Resolution #R2018-02-02 ~ Accepting the Final FY2017 Audited Tampa Historic Streetcar, Inc. Financial Statements

Alternate Director McDonaugh moved and Alternate Director Kemp seconded a motion to approve Resolution #R2018-02-02 ~ Accepting the Final FY2017 Audited Tampa Historic Streetcar, Inc. Financial Statements. All Board members present voted aye. The motion carried unanimously.

COMPLIANCE REPORTS (REVIEW AND FILE) The following reports were presented to the Board: • THS Marketing Reports for January 2018, submitted by Steve Rosenstock, HART • Ridership, Fare, Special and Extra Services Reports for January 2018, submitted by Lucien

Campillo, HART PUBLIC INPUT No one signed up to address the THS Board of Directors.

OLD BUSINESS President English referred to the handout illustrating sales outlets. He inquired how the flyer is disseminated to the public.

Mr. Rosenstock stated it will be provided to the CRAs and Community Relations staff will display the handout at future events.

NEW BUSINESS There was no new business.

THS, Inc. Board of Directors Regular Meeting Minutes

February 21, 2018

1-4

ADJOURNMENT The meeting adjourned at 2:52 p.m. Michael English, President/Chair ATTEST: THS Board of Directors Rick Hamilton, Secretary-Treasurer THS Board of Directors

David Smolker

THS Board General Counsel

PUBLIC COMMENT

WHEN ADDRESSING THE BOARD, please state your name and

NAME CONTACT INFORMATION GENERAL COMMENT

COMMENT ON AGENDA

ITEM

REGULAR BOARD OF DIRECTORS MEETING

FEBRUARY 21, 2018

PUBLIC COMMENT

NAME CONTACT INFORMATION GENERAL COMMENT

COMMENT ON AGENDA

ITEM


FEBRUARY 21, 2018

STAFF, VISITORS AND MEDIA

NAME ADDRESS*If Hart Employee – please write “Employee”

PHONE NUMBER

Danielle Arthur Employee 6517

Lena Petit Employee 6552

Frank W Employee

Christina Buchanan Employee 6575

Jeff Seward Employee

Ruthie Reyes Burckard Employee 6313

Steve Rosenstock Employee

Brian Allan Employee 6614

Uyen Le COT 274-7275

Pamela McCarter COT 274-8619

Jeff Zeichner RSM 9042448107

Cyndy Zambella employee 6583

Laura Jean Flowers Employee 3026


21, 2018FEBRUARY

NAME ADDRESS*If Hart Employee – please write “Employee”

PHONE NUMBER

campillo, lucien employee 6482

Sylvia Berrien employee 6625

Tampa Historic Streetcar, Inc. Board of Directors Meeting

March 21, 2018

2-1

STREETCAR SYSTEM PERFORMANCE REPORT FOR FEBRUARY 2018

MISSED TRIPS The TECO Line Streetcar System delivered 99.51% of the contracted 1990 trips for February with 9.75 reported missed trips.

ON-TIME DEPARTURES In February, there were no reported late departures with an on-time performance of 100%.

ACCIDENTS/INCIDENTS There were no reported accidents in February.

SPECIAL SERVICE In February, streetcar provided 33:40 hours of extra service. Extra service was provided for the February 8, 15, and 26 Tampa Bay Lightning Games, the Gasparilla Night Parade, and the Andrea Bocelli and Mary J. Blige Concerts.

COMPONENT PERFORMANCE

• Trackway and Interlocking Report – All trackway inspections/maintenance were completed as scheduled. The trackway and CSX Interlocking are inspected every morning by HART personnel.

• The FRA, CSX, Amtrak and HART performed a joint operational inspection of the CSX Interlocking on January 30, 2018 with no issues reported.

• Overhead Catenary System Report – All inspections were completed as scheduled. • ADA Bridge Mechanism – There were 37 wheelchair boardings with no reported problems. • Substations – All monthly service was completed as scheduled. VEHICLE MAINTENANCE All maintenance on the streetcars is current.

Service Performed in December A 22

Prepared by: Brian Allan, HART Director of Streetcar Operations

Reviewed by: Ruthie Reyes Burckard, HART Chief Operating Officer

Approved by: Jeffrey C. Seward, HART Interim Chief Executive Officer


March 21, 2018

3-1

DIRECT MEDIA USA SALES ACTIVITY UPDATE The purpose of this report is to inform the THS Board of Directors of the cumulative total of

advertising space sold, sponsorships obtained, and the amounts paid to Direct Media USA and THS as stated in Section 8 (c) of the existing agreement.

DISCUSSION

New Business (February 2018)

Advertiser

Contract Ad Space Dates Total Revenue

THS, Inc. Revenue (60%)

Direct Media Revenue (40%)

Italian Club

10220 8- interior cards March $150.00 $90.00 $60.00

Year-to-Date*

Month-to-Date

Feb 2017

THS Revenue (60%)

Direct Media Revenue (40%)

Amount Paid to THS, Inc.

Amount Paid to Direct Media

August 2017 – July 2018

6th year of contract

$32,966.40 revenue from August-

July media sales

Rev. earned through January

$21,977.60 revenue from

August-July media sales

Rev. earned through January

$33,768.00 During the period of 8/1/17-7/31/18

payments through January

$22,512.00 During the period of

8/1/17-7/31/18

payments through January

*Based on the THS, Inc. /Direct Media USA Contract Year, August – July. The amounts between Revenue and amount paid will not match due to payment schedule. RECOMMENDATION Receive and file as an information item.

Prepared by: Mark Geden, Partner, Direct Media USA Attachment: THS Sales report for 6th. year starting August 1, 2017

Monthly Sales ReportFebruary 17-18

Tampa Historic Streetcar Sales Inventory Aug. 17 Sept. 17 Oct. 17 Nov. 17 Dec. 17 Jan. 18 Feb. 18 Mar. 18 Apr. 18 May. 18 June. 18 July. 18 Totals

MillerCoors Tampa - 7406 full wrap trolleys 2,900.00$ 2,900.00$ 2,900.00$ 2,900.00$ 2,900.00$ 14,500.00$ MillerCoors Tampa - 7407 full wrap trolleys 2,900.00$ 2,900.00$ 2,900.00$ 2,900.00$ 2,900.00$ 14,500.00$ Tampa Bay Lighting -9195 1 wrap trolley 2 trolley toppers 3,240.00$ 3,240.00$ 6,480.00$ MillerCoors Tampa - 9537 1 wrap trolley 2 trolley toppers 3,366.00$ 3,366.00$ 3,366.00$ 3,366.00$ 3,366.00$ 3,366.00$ 3,366.00$ 23,562.00$ MillerCoors Tampa - 9637 1 wrap trolley 2 trolley toppers 3,366.00$ 3,366.00$ 3,366.00$ 3,366.00$ 3,366.00$ 3,366.00$ 3,366.00$ 23,562.00$ Titos Vodka - 9770 Streetcar Full Wrap - 1, 3,000.00$ 3,000.00$ 3,000.00$ 9,000.00$ Italian Club - 10220 8 interior cards 150.00$ 150.00$

Tampa Historic Streetcar Sales 5,800.00$ 5,800.00$ 9,040.00$ 9,040.00$ 5,800.00$ 9,732.00$ 9,732.00$ 9,882.00$ 6,732.00$ 6,732.00$ 6,732.00$ 6,732.00$ 91,754.00$

Tampa Historic Streetcar Percentage 60% 3,480.00$ 3,480.00$ 5,424.00$ 5,424.00$ 3,480.00$ 5,839.20$ 5,839.20$ 5,929.20$ 4,039.20$ 4,039.20$ 4,039.20$ 4,039.20$ 55,052.40$

DM Percentage 40% 2,320.00$ 2,320.00$ 3,616.00$ 3,616.00$ 2,320.00$ 3,892.80$ 3,892.80$ 3,952.80$ 2,692.80$ 2,692.80$ 2,692.80$ 2,692.80$ 36,701.60$

Sales Revenue Payments

Tampa Historic Streetcar Inventory Aug. 17 Sept. 17 Oct. 17 Nov. 17 Dec. 17 Jan. 18 Feb. 18 Mar. 18 Apr. 18 May. 18 June. 18 July. 18 Totals

MillerCoors Tampa - 7406 2016-17 full wrap trolleys 1,740.00$ 1,740.00$ 3,480.00$ MillerCoors Tampa - 7407 2016-17 full wrap trolleys 1,740.00$ 1,740.00$ 3,480.00$ Red Bull - 8303 2016-17 2 full wrap trolleys $ 5,400.00 5,400.00$ Hillsborough Community College - 8571 16-17 full wrap trolley $ 1,800.00 $ 1,800.00 3,600.00$ MillerCoors Tampa - 7406 2017-18 full wrap trolleys $ 1,740.00 $ 1,740.00 $ 1,740.00 $ 1,740.00 $ 1,740.00 8,700.00$ MillerCoors Tampa - 7407 2017-18 full wrap trolleys $ 1,740.00 $ 1,740.00 $ 1,740.00 $ 1,740.00 $ 1,740.00 8,700.00$ Tampa Bay Lighting -9195 1 wrap trolley 2 trolley toppers 1,944.00$ 1,944.00$ 3,888.00$ MillerCoors Tampa - 9537 1 wrap trolley 2 trolley toppers 2,019.60$ 2,019.60$ 4,039.20$ MillerCoors Tampa - 9637 1 wrap trolley 2 trolley toppers 2,019.60$ 2,019.60$ 4,039.20$ Titos Vodka - 9770 Streetcar Full Wrap - 1, 1,800.00$ 1,800.00$ 3,600.00$

Total THS Payments 10,680.00$ 5,280.00$ 3,480.00$ 3,480.00$ 5,424.00$ 5,424.00$ 9,319.20$ 5,839.20$ -$ -$ -$ -$ 48,926.40$

DM Percentage Revenue 7,120.00$ 3,520.00$ 2,320.00$ 2,320.00$ 3,616.00$ 3,616.00$ 6,212.80$ 2,335.68$ -$ -$ -$ -$ 31,060.48$

Red Font is what is being paid this report Aug. 17 Sept. 17 Oct. 17 Nov. 17 Dec. 17 Jan. 18 Feb. 18 Mar. 18 Apr. 18 May. 18 June. 18 July. 18 Totals

Bold Black font is what has been paid

Any questions please email Mark Geden at [email protected]

ATTACHMENT


March 21, 2018

4-1

COMPLIANCE REPORT THS Marketing Services Report for February 2018 Streetcar Extended Hours for Amalie Arena Events

Fourth Friday Promotion

During the May 2017, THS Board of Directors Meeting, the Board voted to participate in the Tampa Downtown Partnership Fourth Friday events by extending free fares from 7:00 pm until end of service by showing the motorpersons a wristband. Advertising included social media, HART website and a press release. Downtown Partnership and Ybor Chamber continue to support with e-newsletters.

Ridership since implementation June 23, 2017 through February 23, 2018 Dates Ridership 6/23/2017 103 7/28/2017 321 8/25/2017 32 9/22/2017 52 10/27/2017 15 11/24/2017 194 12/22/2017 121 1/19/2018 52 02/23/2018 9 Total Ridership 899

Saturday Free Fares This program began on October 7, 2017. Through February 2018, Saturday Streetcar Ridership increased 74% (20,810 trips) over Saturday ridership in prior years. Advertising and marketing material includes interior cards, banners at all stations, TVM labels, front and end panel advertising on one Streetcar, TECO Line Streetcar website, January email signature block, and the promotional carousel of the goHART.org.


March 21, 2018

4-2

Free Streetcar Saturday Service FY2018 Compared to FY2017

FY 2018 Dates

Ridership FY2017 Dates

Ridership Difference % Difference

10/07/17 1,701 10/08/16 1,536 165 11% 10/14/17 2,779 10/15/16 1,636 1,143 70% 10/21/17* 8,226 10/22/16 9,323 -1,097 -12% 10/28/17 2,175 10/29/16 2,021 154 8% 11/04/17 3,497 11/05/16 1,254 2,243 79% 11/11/17 2,337 11/12/16 1,513 824 54% 11/18/17 2,645 11/19/16 1,273 1,372 8% 11/25/17 2,661 11/26/16 1,429 1,232 86% 12/02/17 3,365 12/03/16 1,376 1,989 45% 12/09/17 1,929 12/10/16 1,489 4,40 30% 12/16/17 1,617 12/17/16 919 698 76% 12/23/17 3,158 12/24/16 598 2,560 23% 12/30/17 3,714 12/31/16 5,536 -1,822 -33% 01/06/18 2,085 01/07/17 4,364 -2,279 -52% 01/13/18 2,314 01/14/17 1,302 1,012 78% 01/20/18 3,389 01/21/17 1,399 1,990 42% 01/27/18 6,900 01/28/17 5,763 1,137 20% 02/03/18 3,806 02/04/17 1,681 360 21% 02/10/18 4,667 02/11/17 1,986 2,681 135% 02/17/18 2,041 02/18/17 1,070 1,844 172% 02/24/18 2,914 02/25/17 1,433 2,373 166% TOTAL 49,080

28,279 20,801 74%

*Does not include Streetcar Fest due to skewing numbers, nor New Year’s Eve on 12/31/16 vs. day prior on 12/30/17. Jan. 6, 2017 (NCAA Finals) is not included due to Jan. 6, 2017 when there was a fare charge for the Streetcar. Streetcar was regular price on Saturday, January 27, 2018 (Gasparilla and National Hockey Finals in 2018); therefore, it is not included in the totals attributed to Free Rides. Streetcar Live This monthly concert series on the Streetcar resumed September 2, 2017. Below is the March – May 2018 notice.


March 21, 2018

4-3

TECOLineStreetcar.org Statistics for February Note: For comparison, we have included the goHART.org statistics for the same time period.

THS Marketing Collateral and Graphic Support – February 2018 Collateral and graphic support included Amalie Arena Extended Service Streetcar Interior Cards and web graphic and Streetcar Live March-May Flyers and web graphics

Prepared by: Steve Rosenstock, Sr. Manager of Marketing

Reviewed by: Kenyatta Lee, HART Chief Administrative Officer and Interim Chief of Staff

Approved by: Jeffrey C. Seward, HART Interim Chief Executive Officer

Total Avg. Time

Month Hits Total Hits Spent on Website

Individual Page (top 10 highest to lowest)# of Hits on Individual

Pgs% Total Top 10 sites # Referrals % Total Browser Users % Total

Feb 18,543 59802:53

minutes1. tecolinestreetcar.org 6,719 39% gohart.org 313 25% mobile 2,850 52%

2. tecolinestreetcar.org/about/schedules 3,296 19% amaliearena.com 230 19% desktop 2,113 38%3. tecolinestreetcar.org/about/maps 3,267 19% visittampabay.com 129 10% tablet 562 10%4. tecolinestreetcar.org/about/fares 1,685 10% Google Quick Search 94 8% 0%5. tecolinestreetcar.org/about/hours 740 4% visitflorida.com 72 6% 0%6. tecolinestreetcar.org/about/stations/centro_ybor_station 375 2% gohart.blogspot (HART blog) 18 1% 0%7. tecolinestreetcar.org/about/history 271 2% Ybor.org 14 1% 0%8. tecolinestreetcar.org/about/stations/amalie_arena_station 266 2% westintampawaterside 14 1% 0%9. tecolinestreetcar.org/stations/centennial_park_station 265 2% Twitter 11 1% 0%10. tecolinestreetcar.org/about/stations/whiting_station 231 1% Facebook 11 1% 0%

Totals 18,543 598 02:53 17,115 100% 1,242 100% 5,523 100%Source: Google Analytics

TECO Line Streetcarwww.TECOLineStreetcar.org

Individual Pages Referral Sites Visitor's Viewing

Total Avg. Time

Date HitsSpent on Website

# of Page Views

% Total Top Sites # Referrals % Total Device Users % Total

1-Feb 136,092 02:18 mins 1. gohart.org/Pages/maps-schedules.aspx 62,615 46% 1. tampaairport.com 574 15% Mobile 23,008 68%2. gohart.org/ 32,248 24% 2. Google Adwords 218 6% Desktop 9,473 28%

3. gohart.org/Pages/fare_cards.aspx3,733 3%

3. goHART.blogspot.com (HART blog)

117 3% Tablet1,495

4%

4. gohart.org/Pages/services-bus.aspx 3,438 3% 4. Facebook 98 3%5. gohart.org/Pages/maps-trip-planner.aspx 3,189 2% 5. VisitTampaBay.com 91 2%

0% 6. duicounterattack.org 78 2%Totals 136,092 02:18 mins 136,092 100% 3,866 100% 34,061 100%

HART Individual Pages Referral Sites Viewing Device

Source: Google Analytics


March 21, 2018

4-4

COMPLIANCE REPORT Ridership and Fares for February 2018

MONTH-TO-DATE COMPARISION YEAR-TO-DATE COMPARISON

February 2018

February 2017

MTD Variance

MTD % Variance

YTD Actual

FY2018

YTD Actual

FY2017

YTD Variance

YTD % Variance

Total Ridership 26,535 25,968 567 2.2% 131,531 141,837 (10,306) (7.3)%

Fare Card Ridership Percentage

69.5% 66.8% 2.7% 4.0% 73.5% 77.2% (3.7)% (4.8)%

Farebox Revenue $8,369 $14,634 $(6,265) (42.8)% $40,453 $52,039 $(11,586) (22.3)%

Fare Card Sales $19,186 $29,775 $(10,589) (35.6)% $112,998 $178,634 $(65,636) (36.7)%

Reimbursable Rides $62 $178 $(116) (65.2)% $347 $864 $(517) (59.8)%

Total Revenue $27,617 $44,587 $(16,970) (38.1)% $153,798 $231,537 $(77,739) (33.6)%

Average Fare $1.04 $1.72 $(0.68) (39.5)% $1.17 $1.63 $(0.46) (28.2)%

Free Saturdays: for FY2018, streetcar rides are free on Saturdays from October 7, 2017 through September 29, 2018, which will result in lower revenue. Month–to-Date Comparison: for the February month-end, revenue was down by $16,970 or 38.1% and ridership was up by 567 trips or 2.2% when compared to the same period in FY2017. Year-to-Date Comparison: for the five months ended February 2018, revenue was down $77,739 or 33.6% and ridership was down by 10,306 trips or 7.3% when compared to the same period in FY2017. Prepared by: Joan Brown, HART Director of Financial Operations

Reviewed by: Lucien Campillo, HART Interim Chief Financial Officer

Approved by: Jeffrey C. Seward, HART Interim Chief Executive Officer Attachments:

I. Revenue and Ridership Charts

II. Ridership by Fare Category

Attachment IHART - TAMPA HISTORIC STREETCAR REVENUE & RIDERSHIP

4-5

$44,

587 $6

0,17

0

$43,

414

$36,

614

$37,

310

$51,

798

$32,

655

$21,

811

$27,

180

$22,

529

$30,

830

$45,

643

$27,

617

$20,000$25,000$30,000$35,000$40,000$45,000$50,000$55,000$60,000$65,000$70,000$75,000$80,000$85,000

Feb-

17

Mar

-17

Apr

-17

May

-17

Jun-

17

Jul-1

7

Aug

-17

Sep-

17

Oct

-17

Nov

-17

Dec

-17

Jan-

18

Feb-

18

13 Month Revenue Comparison with Trendline

49,0

58

36,3

32

34,8

89

26,8

95

26,4

65

24,7

01

23,2

54

24,4

59

25,9

68

26,5

35

010,00020,00030,00040,00050,00060,00070,00080,00090,000

2009

2010

2011

2012

2013

2014

2015

2016

2017

2018

The Month of February - Fiscal Year 2009 - 2018 (10 Years)

25,9

68

29,8

79

23,6

46

18,1

15

19,1

78

25,9

75

14,3

07

10,0

18

26,8

61

21,0

22

31,8

92

25,2

21

26,5

35

10,000

15,000

20,000

25,000

30,000

35,000

40,000

45,000

Feb-

17

Mar

-17

Apr

-17

May

-17

Jun-

17

Jul-1

7

Aug

-17

Sep-

17

Oct

-17

Nov

-17

Dec

-17

Jan-

18

Feb-

18

13 Month Ridership Comparison with Trendline

Ridership TypeCash Fare

Rides

One Day & One Day

Discount Pass Purchased on the Streetcar

One Day Fare Card Used on the Streetcar

Purchased Earlier

Already a Pass Rider

Family One Day Pass Other

One Trip Adult Fare

Card

31 Day Bus Fare Card Used on the

Streetcar Passport Used on

the Streetcar

One Trip Discount Fare

Card

Visitor's 3 Day Fare

Card Used on the Streetcar

Streetcar Assessment

20 Ride Fare Card

(Revenue returned to

THS at point-of-sale)

Streetcar Annual Fare

Card (Revenue returned to THS at point-of-sale)

Special Promos,

Children, All Exceptions and After Midnight,

Non-Paying Patrons Totals

Discount Streetcar 218 658 1,426 632 114 150 5 3,203 Streetcar Local 947 4,246 1,396 0 0 6,589 Local Streetcar 687 798 1,485 One Day Local Bus Fare Card 670 0 7 0 677 Bus Fare Card 0 0 0 56 0 56 Other Streetcar 0 1 80 180 49 14,215 14,525 Totals 905 1,605 6,343 2,028 114 0 798 56 7 150 85 180 49 14,215 26,535

Ridership Type

Cash Fare Rides

Fare Rate

Calculated Farebox Revenue

One Day Pass Purchased

Fare Rate


One Day/Express

Disc Pass Purchased

Fare Rate


Special Events and Other Farebox Revenue


Total Calculated Farebox Revenue

Actual Farebox

Revenues Collected

Excess Farebox

Revenues Collected

Discount Streetcar 218 $1.25 $272.50 658 $2.50 $1,645.00 $1,917.50 1 Way Fare // 1 Day Pass 687 $2.50 $1,717.50 947 $5.00 $4,735.00 $6,452.50 Other -Express 0 $6.00 $0.00 0 $3.00 $0.00 $0.00 $0.00 Totals 905 $1,990.00 1,605 $6,380.00 0 $0.00 $0.00 $8,370.00 $8,369.47 ($0.53)

Full Fares $6,451.97

Pass Type Quantity SoldPurchase

Price Total SalesPercent of

Sales Pass TypeQuantity

Used PriceTotal

ReimbursementAnnual Pass 0 $200.00 $0.00 0.00% $8,369.47 20-Ride Assessment 3 $25.00 $75.00 0.39% $19,262.00 20-Ride Assessment: Outlets 21 $25.00 $525.00 2.73% ($76.93) 20-Ride Assessment: Transit store 2 $25.00 $50.00 0.26% Total $62.16 $62.16 Family Discount Pass: TVM 77 $12.50 $962.50 5.00% 3-Day Visitor Unlimited: TVM 24 $11.75 $282.00 1.46% Total $27,616.70 3-Day Visitor Discount: TVM & Pass Sales 0 $5.50 $0.00 0.00%1 Day Pass 40 $5.00 $200.00 1.04% 947 2,301 3,248 1 Day Pass: Outlets 101 $5.00 $505.00 2.62% 29.16% 70.84% 100.00% $1.041 Day Pass: Transit Store 2 $5.00 $10.00 0.05% 658 491 1,149 $1.171 Day Pass: TVM & Mobile Sales 2,301 $5.00 $11,505.00 59.73% 57.27% 42.73% 100.00% 43%1 Day Discount Pass 0 $2.50 $0.00 0.00%1 Day Discount Pass: Outlets 211 $2.50 $527.50 2.74%1 Day Discount Pass: Transit Store 0 $2.50 $0.00 0.00%1 Day Discount Pass: TVM & Mobile Sales 491 $2.50 $1,227.50 6.37%One Trip Adult Pass - TVM only 1,000 $2.50 $2,500.00 12.98%One Trip Discount Pass - TVM only 178 $1.25 $222.50 1.16%Flammingo 1 Day Pass 124 $5.00 $620.00 3.22%Flammingo Family Pass 4 $12.50 $50.00 0.26%Total 4,579 $19,262.00 100.00%

Average Fare Per PassengerCurrent month

1 Day Disc.Pass Sales

Year to dateTotal trips using passes

Purchased on Streetcar

Purchased at TVM Grand Totals

*Discounts are for seniors age 65 or older, youths age 17 or younger, those on Medicare or with disabilities.

1 Day Pass Sales

FareboxPass SalesSales DiscountsReimbursable Rides

Attachment IIStreetcar Ridership by Fare Category for February 2018

4-6

Streetcar Cash Fare Calculation for February 2018

Streetcar Pass Sales Streetcar Reimbursable Rides Fare Revenue Returned to THS

Fare Revenue by Type31-Day Unlimited 56 $1.11 $62.16


March 21, 2018

4-7

COMPLIANCE REPORT City of Tampa Financial Statements for the month ending December 31, 2017

DISCUSSION City of Tampa has provided Financial Statements for the month ending December 31, 2017. RECOMMENDATION Receive and file as an information item.

Prepared by: Lee Huffstutler, City of Tampa Chief Accountant Attachments:

I. City of Tampa letter dated March 12, 2018

II. Financial Statements for the month ending December 31, 2017

CITY OF TAMPA

Revenue and Finance

Accounting

306 E. Jackson Street, 8N • Tampa, Florida 33602 • (813) 274-7171 • FAX: (813) 274-8127

Bob Buckhorn, Mayor

March 12, 2018

TO: Tampa Historic Streetcar, Inc.

FROM: Uyen Le, Accountant II

SUBJECT: December 31, 2017 Quarterly Financial Statements

Attached are the financial statements for the quarter ended December 31, 2017, operating and endowment funds.

Special assessment receipts are up 25%, and fare box revenues are down 39% compared to this time last year. Advertising revenues are down 22%.. HART operating expenses are down 15% (First quarter FY2017 had the pilot morning service), and CSX costs are down 3%. Some revenue and expense highlights are as follows:

FY 18 FY 17 $ Difference % ChangeFare Box Revenues 80,529$ 131,869$ (51,340)$ -38.9%Special Assessments 729,216$ 585,274$ 143,942$ 24.6%Net Advertising Revenues 14,328$ 18,450$ (4,122)$ -22.3%

HART Expenses 391,631$ 459,159$ (67,528)$ -14.7%CSX Insurance 84,548$ 87,177$ (2,629)$ -3.0%

The Endowment grew in the first quarter. It began the fiscal year with $425,587 and reflects a balance of $991,833 as of December 31, 2017. The increase is due to the collection of non-ad valorem assessments in the first quarter. First quarter interest earnings were $974, or an approximate APR of .137%.

ATTACHMENT I

TAMPA HISTORIC STREETCAROPERATIONS

STATEMENT OF NET POSITION

ASSETS 12/31/17 12/31/16 12/31/15CASH -$ -$ -$ RECEIVABLE 171,046 14,100 90,514 PREPAID ITEMS 32,516 33,703 32,777 TOTAL ASSETS 203,562$ 47,803$ 123,291$

LIABILITIESPAYABLES 133,603$ 140,006$ 125,827$ UNEARNED INCOME - - -

133,603$ 140,006$ 125,827$ NET POSITION

NET POSITION 69,959$ (92,203)$ (2,536)$

STATEMENT OF CHANGES IN NET POSITION

12/31/17 12/31/16 12/31/15QUARTER YEAR TO DATE YEAR TO DATE YEAR TO DATE

REVENUES ACTUAL BUDGET ACTUAL BALANCE ACTUAL ACTUALHART-FDOT -$ -$ -$ -$ -$ $ - HART-FTA - - - 0 - - CRA CONTRIBUTIONS 112,500 112,500 112,500 - 112,500 112,500 FARE BOX 80,529 151,522 80,529 (70,993) 131,869 129,053 CAR LEASING 700 1,250 700 (550) 1,000 3,081 ADVERTISING 23,880 22,650 23,880 1,230 30,750 16,000 OTHER CONTRIBUTIONS - 1,250 - (1,250) - 11,698 PORT AUTHORITY - - - - - - INTEREST - - - - - - REIMBURSED P/Y EXPENSE - - - - - - MISC-REVENUE 4 - 4 4 7 - SPECIAL ASSMT 729,216 383,846 729,216 313,544 585,274 575,960 IN KIND CONTRIBUTIONS - - 7,500 USE OF FUND BALANCE - - - - - - TOTAL REVENUES 946,829 673,018 946,829 241,985 868,900 848,292

EXPENSES - BOARDLEGAL 1,275 3,750 1,275 2,475 495 1,267 ACCOUNTING - 2,250 - 2,250 2,273 - CONTRACTS 9,552 - 9,552 (9,552) 12,300 6,400 RENTALS 18 250 18 232 92 97 TOTAL BOARD EXPENSES 10,845 6,250 10,845 (4,595) 15,160 7,764

EXPENSES - OPERATING

INSURANCE/CSX 84,549 85,375 84,549 826 87,177 84,351 HART 391,631 457,417 391,631 65,786 459,159 381,963 HART-FDOT/FTA - - - - 7,502 4 TOTAL OPERATING EXPENSES 476,180 542,792 476,180 66,612 553,838 466,318

TOTAL EXPENSES 487,025$ 549,042$ 487,025$ 62,017$ 568,998$ 474,082$

REVENUES LESS EXPENSES 459,804 123,976$ 459,804 335,828 299,902 374,210 USE OF (INCREASE IN) ENDOWMENT (847,093) - (847,093) 847,093 (849,093) (466,887) BEGINNING NET POSITION 456,988 456,988 90,141

ENDING NET POSITION 69,959$ (92,203)$ (2,536)$

ATTACHMENT II


March 21, 2018

5-1

INFORMATION ITEM

TECOLineStreetcar.org website redesign and mobile website Background The current website is outdated, contains old information, does not function properly and is not correctly accessible from a mobile device. In order to enhance the overall TECO Line Streetcar System experience, HART staff in FY2018 budget, allocated funds to redesign the website and create a mobile website HART Staff Recommendations HART staff, through its contractor Catapult, is seeking a proposal to redesign the website and create a mobile website, that will be HTML based. Catapult has made updates and changes on an “as needed” basis to the goHART.org website.

HART Marketing and Communications staff, based on statistics and pages visited on the goHART.org website is recommending to simplify the website by condensing information and limiting the number of pages to:

1. Schedules/Hours of Operation 2. Special Promotion/Events 3. History 4. Advertising/Doing Business 5. Fares 6. Charters 7. Homepage

The web version will have mobile to zoom capabilities and a drop down menu. Current February statistics from google analytics appear in the monthly Marketing report.

Prepared by: Steve Rosenstock, Sr. Manager of Marketing

Reviewed by: Kenyatta Lee, Chief Administrative Officer and Interim Chief of Staff

Approved by: Jeffrey C. Seward, Interim Chief Executive Officer

board of directors meeting wednesday, …tecolinestreetcar.org/board/ths_board_packet.pdftampa...

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