Addendum with attachments 04 and 05
PREPARED BY: MONICA RENN
Economic Vitality Manager
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Reviewed by: N/A Assistant Town Manager Town Attorney Finance
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N:\SHARE\COUNCIL REPORTS\2016\08-02-16\11 Traffic Counts from Pilot\FINAL Addendum business traffic survey version.doc
7/29/2016 11:37 AM
MEETING DATE: 08/02/16
ITEM NO: 11
ADDENDUM
COUNCIL AGENDA REPORT
DATE: JULY 27, 2016
TO: MAYOR AND TOWN COUNCIL
FROM: LAUREL PREVETTI, TOWN MANAGER
SUBJECT: RECEIVE THE REPORT ON THE PILOT CLOSURE OF A PORTION OF
SOUTH SANTA CRUZ AVENUE TO ADDRESS CUT THROUGH TRAFFIC
AND AUTHORIZE THE TOWN MANAGER TO EXECUTE AN
AMENDMENT TO THE AGREEMENT WITH TRAFFIC PATTERNS
INCREASING TOTAL COMPENSATION IN THE AMOUNT OF $32,288.
PURPOSE OF ADDENDUM:
On Tuesday, July 19, 2016 Town staff attended a meeting at the Los Gatos Chamber of
Commerce that included feedback from local businesses on the impacts of the weekend beach
traffic and the recent closure of Wood Road. The staff heard mixed reviews on the impacts of
traffic patterns and the general feeling of how beach traffic impacts various businesses. As a
result, staff created a short in survey for businesses to provide feedback on how they feel the
weekend southbound traffic impacts their business.
DISCUSSION:
Staff surveyed over 60 merchants and of those 53 chose to participate. The survey was
conducted in person and Town staff asked to speak with the owner or manager whenever
possible. The businesses surveyed are located throughout downtown, on Los Gatos Boulevard,
and on North Santa Cruz Avenue, north of Highway 9. The survey questions and results are
attached (Attachment 4).
Through discussions with the businesses and the data collected by the survey, staff has learned
that the impact and attitude towards the beach traffic varies from business to business, and often
relates more closely to the products sold, business location, and the customer base.
Businesses located in downtown are among the largest group of businesses that feel the traffic
negatively impacts their business. Multiple independent merchants in the downtown reported
PAGE 2
MAYOR AND TOWN COUNCIL
SUBJECT: RECEIVE THE REPORT ON THE PILOT CLOSURE OF A PORTION OF
SOUTH SANTA CRUZ AVENUE TO ADDRESS CUT THROUGH TRAFFIC AND
AUTHORIZE THE TOWN MANAGER TO EXECUTE AN AMENDMENT TO THE
AGREEMENT WITH TRAFFIC PATTERNS INCREASING TOTAL COMPENSATION IN
THE AMOUNT OF $32,288.
JULY 27, 2016
DISCUSSION (Cont’d):
revenue loss of 30-50% over typical summer sales. Many of these merchants did express support
for the closure at Wood Road as well as other possible mitigation measures to reduce cut through
traffic on North Santa Cruz Avenue.
In addition, almost all downtown businesses reported that their walk-in or impulse shoppers have
become almost nonexistent on the weekends because shoppers, both local and regional, are
looking to avoid the traffic. Many merchants reported that on heavy traffic weekends, the
downtown parking lots are at least half empty, further supporting that shoppers and diners are not
making downtown Los Gatos their destination during these times.
Generally, businesses along Los Gatos Boulevard either saw the traffic as a positive impact on
their business, or felt more neutral. Still, the smaller independent businesses on Los Gatos
Boulevard did tend to report that the traffic had an especially negative impact on their
local/regular customer base and overall sales.
Some businesses agreed that the traffic offers exposure to the Town’s business districts and to
their specific business, while others feel that the impact is purely negative. There was an overall
consensus that the weekend beach traffic keeps local shoppers, diners, and business “regulars”
away from Los Gatos on the weekends. Again, depending on the type of business, some
businesses report that their local customers have shifted to weekday shopping, while others, such
as impulse businesses or those selling consumable items, report that their business is suffering
greatly. Those businesses that acknowledged a more positive impact from the traffic or felt it
brought them some exposure and benefit were places that offered quick service snacks, food and
water, located outside of downtown, while a couple of boutiques in downtown reported having
customers stop and purchase items such as beachwear on their way through Town.
Staff included a survey question asking which, if any, mitigation measures the businesses would
like to see the Town explore, or continue to explore. Staff again did not receive a consensus
from the businesses. Of the twenty businesses that selected the option “other”, many of them
commented that they believe the Town should not conduct any closures or rerouting. Other
respondents stated that the signs directing traffic back to the freeway are fine, but that no further
measures should be taken. As staff and businesses discussed the signboard mitigation measure,
many noted that they were in favor of the signs directing traffic back to the freeway; however,
they were not in favor of signs on the freeway directing travelers not to get off, as this message
was seen as an unfriendly and unwelcoming option.
Many of the participating merchants expressed their gratitude to the Town for considering the
businesses by collecting their thoughts, and agreed that this issue is quite difficult to mitigate.
PAGE 3
MAYOR AND TOWN COUNCIL
SUBJECT: RECEIVE THE REPORT ON THE PILOT CLOSURE OF A PORTION OF
SOUTH SANTA CRUZ AVENUE TO ADDRESS CUT THROUGH TRAFFIC AND
AUTHORIZE THE TOWN MANAGER TO EXECUTE AN AMENDMENT TO THE
AGREEMENT WITH TRAFFIC PATTERNS INCREASING TOTAL COMPENSATION IN
THE AMOUNT OF $32,288.
JULY 27, 2016
Attachments previously received with June 21, 2016 Staff Report:
1. Attachments: 1. Amendment to the Agreement with Traffic Patterns 2. Traffic
2. Traffic Patterns Consultant Report
3. Public Comment received through 11:00 a.m. Thursday, July 28, 2016
Attachments received with this Addendum:
4. Business Survey Results
5. Public Comment received from 11:01 a.m. on Thursday, July 28, 2016 through 11:00 a.m.
Friday, July 29, 2016
ATTACHMENT 4
SURVEY RESULTS
BEACH TRAFFIC IMPACTS ON LOCAL BUSINESSES
1. What category best describes your business?
Category Response
Restaurant- Quick Dining/Takeout 26%
Retail- Apparel 21%
Grocery/Drug Store 17%
Retail- Other 15%
Retail- Home Furnishings 8%
Restaurant- Sit-down 8%
Other 5%
3. Which area best describes your location in Los Gatos?
Category Response
Downtown 47%
North Santa Cruz Ave., north of Highway 9 25%
Los Gatos Boulevard 25%
Other 3%
2. What is your primary role at the business?
Category Response
Manager/Supervisor 60%
Owner 19%
Staff Member 19%
Other 2%
4. Which of the statements below is true for your business when thinking about the cut
through/south bound “beach traffic” on a typical weekend in the summer?
Category Response
The traffic has a negative impact on my business 51%
The traffic has little or no impact on my business 26%
The traffic has a positive impact on my business 23%
6. When considering the southbound cut through/beach traffic in general, which of the
following statements would you agree with? Check all that apply and feel free to check
other and add any additional thoughts. Beach traffic…
Category # of Responses
Keeps locals away from my business or shopping area 32
Drives customers away from my business (Regional customers in general) 26
Provides exposure to our Town and shopping areas 22
Provides exposure to my business 17
Provides an increase in sales for my business 12
Has no significant impact on my business 10
Has provided my business with a new customer base 10
Other* (comments below) 1
*Other Comments
Creates a “negative vibe” in Town, rude drivers, loud in appropriate music playing in the idling
cars.
5. Thinking about southbound cut through/beach traffic on the weekends of 6/25-6/26,
7/2-7/4, and 7/9-7/10 when the Town had a closure at Wood Road, near the onramp to
SB-17, and comparing it to a typical weekend for your business, which statement below
is true for your business?
Category Response
I noticed a negative impact on my business with the closure 38%
I noticed little or no impact on my business with the closure 38%
I noticed a positive impact on my business with the closure 24%
7. In your opinion, which measures should the Town partner with the business community
to explore, or continue to explore in an effort to manage the southbound cut through
beach traffic? Choose all that apply.
Category # of Responses
Electronic signboards throughout Town directing traffic back to Highway 17 26
Other** (See list below for comments) 20
Weekend events along Santa Cruz Avenue including portions of the street
being closed 18
Weekend closures at Wood Road entrance to southbound Highway 17 16
Changing Santa Cruz Avenue and University Avenue to one way streets 12
Weekend closures of neighborhood street such as the Almond Grove to
discourage cut through traffic 9
**Other Comments
Several merchants chose this option and commented that they are in support of the Town closing
streets or redirecting traffic
Sales doubled during Wood Road closure
Campaign to promote Los Gatos as a destination
Beach traffic impacts employees trying to get to work and business deliveries which impact the
business
Consider moving Farmer’s Market to Saturday and move it to S. Santa Cruz
Local shoppers were more inclined to come to downtown during Wood Rd. closure
Mass transit/shuttle service from San Jose and Los Gatos to Santa Cruz
Fuel purchases are higher on busy traffic weekends
Closures change traffic patterns and negatively impact business
Closures drive business away from the Town
Closures cause loss in sales and revenue
Add a lane to Highway 17
Change light signals to blinking red lights, or blinking yellow to see if traffic flows better
From:
Sent:
To:
Cc:
Subject:
Planning
Friday, )uly 29,2015 9:32 AM
Matt Morley
Joel Paulson; Laurel Prevetti
FW: Weekend Traffic in LG
-*-Original Message---
From: Shirley Maxwell
Sent: Thursday, July 28,70L611:14 PM
To: Planning
Subject: Weekend Traffic in LG
Dear Planning Commission,
As you already know, the traffic on LG Blvd and other street in LG are impossible to drive on beginning Friday afternoon,
Saturday and sunday.
I have to change plans because drivlng to my house off of LG Blvd will be impossible this weekend 7/30 & 7/31. This
should not be happening.
You tested the closure of the exit at the end of LG onto Highway 17 for
2 weekends and it worked Why wouldn't you continue the closure until Sept when the traffic will be lighter?
My other concern is what ifthere is an emergency and we need medical help? How would help get to our house in a
timely fashion?
Looking forward to hearing a good solution to this problem
Shirley & David Maxwell
135 Wheeler Avenue
LG
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From:
Sent:
To:
Subject:
Janette Judd
Friday, July 29,2016 L1:30 AM
Shannon Lombardo
FW: Pilot closure of South Santa Cruz Avenue
From: Jennifer E Liebthal
Sent: Thursday, July 28,20L6 6:01 PM
To: Council
Subject: Pilot closure of South Santa Cruz Avenue
Dear Council,
I first want to thank you all for serving on our town council!
I live on Loma Alta Avenue. I have been a resident of Los Gatos since 1998. The traffic issues in Los Gatos
have gotten out of control. Our small downtown was never built to be a highway traffic thoroughfare nor
should it be. I moved to Los Gatos to be part of a community in which I could go to the downtown area and see
neighbors or other tourist enjoying our quaint town. I have always spent a good portion of my weekends
dointown eating lunch or going to farmers market, etc. I now avoid going downtown on the weekends at all
costs. In the last two years, traffic has become unbearable and really makes me question whether I want to
continue living in Los Gatos. It is a strong statement, I know, it makes me sad to even say it.
What makes me more sad is how dangerous the streets have gotten! People are irritated, driving recklessly and
being verbally abusive! I almost got hit on my bike a few times over the last 2 years and it was always on the
weekend in this this crazy traffic around town.
The closure of S. Santa Cruz Avenue brought some much needed relief to the entire town. I drove around the
town before and every weekend of the closure. The first weekend traffic was bad as people were continue to try
to cut through and then being re-routed back which actually created more traffic but slowly things got better
weekend to weekend. But not only did downtown get better, I observed Los Gatos Blvd, Winchester, etc with
less traffic as well get better. I could finally go grocely shopping again!
I know that there are many moving pieces to this issue and I do not wish to be in our shoes however I ask that
you do whatever is necessary to try to continue the closure of S. Santa Cruz Avenue and work with WAZE to
stop re-routing traffic through this small town that can not handle it.
The proposals at the North 40 and 401-409 Alberto Way are sure to only make traffic even worse around
town. I will be writing separately on the impact of these projects.
I do attend the town meetings on these issues and will continue to so. I would like the town I love back:-(
Thanks for your continued support!
Jennifer
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