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Scottsdale will start pilot trolley program focusing on visitors

by Beth Duckett - Jan. 12, 2011 11:55 AM

The Arizona Republic

Heeding the tourism industry's calls for more visitor transit, the City Council on Tuesday agreed to initiate a 90-day trolley pilot program that would link Scottsdale's resorts, hotels, restaurants, entertainment venues and shopping centers.

The Hospitality Route will launch Monday, running the length of Scottsdale Road from the area of Osborn Drive north to Frank Lloyd Wright Boulevard then east and north to Bell Road and WestWorld.

On a 7-0 vote, the council approved a 90-day trial period for the new route, with the stipulation that private sponsors cover half of the $180,000 cost.

"We have gathered loose commitments in the neighborhood of $50,000 to $60,000," Councilwoman Lisa Borowsky said.

Scottsdale will cover up to $90,000 for the service, paid out of the city's portion of hotel bed-tax revenue.

The approved route differs from an earlier proposed route that would have operated in a loop down Scottsdale and Hayden roads and as far north as Thompson Peak Parkway.

The new route will run from 10:30 a.m. to midnight daily, later than any existing route. The original proposal called for even longer hours, 11 a.m. to 3:30 a.m. [Nothing before 10:30am? I guess they don't want to give any of the Mexicans that work at the hotels free rides to work?]

The city has 21 vehicles on three trolley routes that travel daily as far south as McKellips Road and north to McDonald Road.

- A downtown trolley operates from 11 a.m. to 6 p.m., with extended hours on Thursday night artwalks (until 9 p.m.) and for spring-training games (until 7 p.m.), said Annie DeChance, Scottsdale's transportation outreach coordinator.

- A Scottsdale Neighborhood Trolley service runs from 7 a.m. to 9 p.m.

- The Route 76, Miller Road, neighborhood circulator runs from 5:30 a.m. to 11 p.m., DeChance said.

Borowsky said the pilot program will be free for riders due to an inability to collect fares. Scottsdale would have to outfit the city-owned trolleys with fare-collecting equipment and charge "somewhere in the $2 to $5 range," she said.

Valley Metro's Route 72-Scottsdale Road bus route also runs along Scottsdale Road and charges a fare. Mayor Jim Lane has suggested that the city develop a system to identify visitors on the free Hospitality Route, such as displaying a resort or hotel key. This would "keep it within the tourist setting." he said. [I guess it is a welfare program for the hotels and their guests. Hotel guests ride for free, while us serfs that pay the bills have to pay to ride!]

Destinations could include the W Scottsdale, Scottsdale Fashion Square and Scottsdale Center for the Arts, as well as the Doubletree Paradise Valley Resort/Scottsdale, Westin Kierland Resort and Spa and TPC Scottsdale.

Several members of the hospitality and tourism industries spoke in favor of the service, which will launch in time for Scottsdale's busy events season.

Monday marks the kickoff of events season including the Barrett-Jackson Collector Car Event at WestWorld, followed by the Russo and Steele Automobile Auction at Loop 101 and Hayden Road, and the Waste Management Phoenix Open at TPC Scottsdale.

Among the supporters was Jack Miller, general manager of the Fairmont Scottsdale Princess resort, which could be a destination stop along the route.

"This new trolley service will make it easier and safer for our visitors to get around," Miller said, adding that resort officials "are prepared to come to the table and make sure this works financially."

Sponsorships could determine the destinations. The city owns two spare trolley vehicles that will operate every 45 to 75 minutes, transportation Director David Meinhart said.

The city is working with the Scottsdale Convention and Visitors Bureau and printing agency Blue Media to locate sponsorships, he said. The CVB will be responsible for marketing the new route.

In exchange for the financial boost, Scottsdale could allow corporate logos or advertising on the exterior of vehicles.

City Treasurer David Smith said Scottsdale's share of bed-tax revenue is expected to be $1 million to $1.5 million greater than projected this fiscal year. He attributed the surge to conservative estimates and stronger occupancy rates.