West Hollywood’s PickUp Line, the free weekend shuttle along Santa Monica Boulevard, may get a new lease on life. The city’s contract with American GTS to rent and operate the shuttle, expires Dec. 28. But the City Council Monday asked City Manager Paul Arevalo to look into the possibility of extending that contract on a month-by-month basis while the city evaluates its success.
Begun as a six-month pilot program in August, the PickUp Line which runs in 15 minute intervals from 8 p.m. to 3 a.m. on Friday and Saturday nights along Santa Monica Boulevard between Fairfax Avenue and Robertson Boulevard, has seen 1,200 to 1,400 riders per weekend according to a staff report. It has become popular with visitors to the gay bars and restaurants on the city’s Westside.
A detailed report on ridership and costs is due in early 2014, but in the meantime the city doesn’t want to lose momentum by shutting it down even for a single weekend. Thus, the request to investigate continuing it on a month-by-month basis. The council may also opt to run shuttles on Thursday nights and Sunday afternoons and to extend the line to include Sunset Boulevard.
The city paid $71,000 to American GTS to rent and operate two trolleys until the end of the year and another $25,000 for marketing.