[From the November 2013 edition of the MMRA newsletter:]
The Mid City West Trolley Plan
[or how to get you husband to leave the car at home…]
Last June billionaire developer Rick Caruso introduced the idea of an extension of the Grove’s fixed rail trolley to connect the popular shopping center with Museum Row at Wilshire and Fairfax. Recently, it was announced that the Los Angeles Museum of Art had teamed with Caruso to study the proposal. The results of an engineering study Caruso commissioned are expected later this month.
But several years before Caruso’s plan, Julie Anne Brame had a problem. Brame, who lives in the Crescent Heights/Melrose area, likes to walk – her husband doesn’t. After work, Brame would often encounter resistance from her husband when she suggested that they walk down to 3rd Street to try one of the many restaurants there. He would usually prefer to drive, even though parking is always difficult. Out of her idle wish that there were some easy way to quickly get around the area – so that she could get her husband out of the house without driving – came an idea: the Mid City West Trolley.
Brame is a resourceful woman and persistent, too. She kicked around the idea with like-minded friends and a plan evolved to have a rubber wheel trolley that would connect Melrose, Fairfax, the Grove, the Miracle Mile, La Brea, 3rd Street, the Beverly Center, and the Cedars-Sinai medical complex. She and her supporters did their homework, studying successful rubber wheel trolley projects across the country.
They took a fresh and modern approach to develop a program that would connect densely populated neighborhoods, existing parking garages, and popular destinations to facilitate circulation and reduce local automobile traffic. Their target riders would be residents, business patrons, employees, students, and tourists.
Their research helped them devise a check list: the trolleys would have to come every 15 minutes, their time of arrival easily monitored via a GPS smart phone app, they would have to provide free wifi access for passengers, and be comfortable and fun. The trolley program would also have to be flexible to allow for route expansion and to navigate around obstacles, like the upcoming subway construction in the Miracle Mile.
They knew that to succeed their trolley would need savvy marketing and promotion and both private and public support. And it would take a lot of outreach. That’s when Brame looked around for a way to learn the ropes and promote her trolley plan. So, in 2011 she got herself elected to the board of Mid City West Community Council [MCWCC]. As she got the lay of the land – how things get done in L.A. – she began to pitch her trolley idea to fellow board members, representatives of homeowner and residential associations, City council members, and anyone else who would listen.
Her skills of persuasion and well thought out approach began to win fans. She did not have to make a hard sell: ever worsening traffic congestion constricts travel and commerce in the area and the advent of the Purple Line subway extension makes “first mile-last mile” transportation from subway stations imperative. And the projected one million visitors a year to the soon-to-be Academy Museum at the former May Company will only exacerbate gridlock along Fairfax. The consensus was clear: something had to be done.
Soon, MCWCC endorsed a motion in support of studying the feasibility of Brame’s trolley plan, Councilmember Tom Labonge publicly announced his support at recent meeting of the Miracle Mile Chamber of Commerce, and the Miracle Mile Residential Association will consider a motion in support of the project at its upcoming board meeting on November 7th. And even Rick Caruso gave a nod to the Mid City Trolley by asking his engineers to include a review of Brame’s plan in the study of his fixed rail trolley, which many residents strongly oppose on grounds that it would only further clog traffic and present many safety issues.
While Caruso’s fixed rail trolley grabs all the headlines, Brame’s rubber wheel trolley steadily gained traction. Brame is clear that her plan is very much a work in progress and that the current proposed route could and probably will change depending on which parts of the area are most supportive. Hence, the inherent advantage of a rubber wheel trolley – the route can be expanded to meet new demand and include more of the Mid City West area.
The Los Angeles Department of Transportation would operate the system, but the financing is complex. It will take a mix of private and public money to get the trolley rolling and, long term, it would take an ongoing financial commitment from the City to sustain it. Although, Brame aspires to follow the example of other successful rubber wheel trolley programs that generate substantial income from advertising revenues.
The initial plan is to begin on weekends to test the concept with service beginning of Fridays from 6 PM to midnight; Saturdays 10 AM to midnight; and Sundays from 11 AM to 10 PM. If this pilot plan succeeds service would be expanded to 7 days per week.
And, perhaps – in a year or so – Brame and her husband (and the twins she is soon expecting) will be able to leave their car at home when they go out for dinner.
[A motion endorsing the Mid City West Trolley Plan was adopted by the Board of Directors of the Miracle Mile Residential Association at our November 7, 2013 meeting.]