CC - Item 5A - Approval of First Amendment to Professional Services Agreement with Via Transportation, Inc. for the Rosemead Go and Go Plus Microtransit ProgramCITY COUNCIL • OCTOBER 13, 2026
First Amendment to the
Professional Services
Agreement with
Via Transportation Inc.
Rosemead GO and GO Plus Microtransit Program
CITY OF ROSEMEAD
Public Works
Presentation Overview
•Program Background
•Service Overview
•First Year Performance Review
•Service Success Presented by Via
•Proposed Service Refinements
•Staff Recommendation
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Rosemead’s Transit Services
•On May 13, 2025, the City entered into an 18-month Professional
Services Agreement (PSA) with Crosby Street Transit, a subsidiary of
Via Transportation, Inc. for Microtransit Services
•As of July 1, 2025, Rosemead Go and Rosemead Go Plus services
replaced the City’s Dial-A-Ride and Rosemead Explorer services
•In January 2026 City staff and Via provided a six-month initial
performance review of the new microtransit services which
demonstrated an overall positive trend in service utilization and
satisfaction
PROGRAM BACKGROUND
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Rosemead Go and Go Plus Service Details
•Hours: 7 days a week, 6:00 a.m. to 8:00 p.m.
•Booking and Pre Booking: Mobile app or call center
•Translation Assistance: Multilingual assistance on request
•Fleet: 6 fully electric vehicles; 3 VW ID. Buzz vans (replaced Teslas as of
September 2026) and 3 wheelchair-accessible Ford e-Transit vans
•Technology: Intelligent routing groups od riders traveling in similar
directions into efficient shared rides
HOW THE SERVICE WORKS
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FIRST-YEAR PERFORMANCE REVIEW
Rosemead Go and Go Plus Performance Review
July 2025 - June 2026
43,338
Total number of trips
July 2025–June 2026
4.9 / 5
Average rider rating
for both services
89.1%
combined met demand
requests offered a trip proposal
ROSEMEAD GO
28,360 rides
16-minute average pickup ETA • 88.4% met demand
ROSEMEAD GO PLUS
14,978 rides
Pre-booking only • 89.6% met demand
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FIRST-YEAR PERFORMANCE REVIEW
COST PER RIDE
$70.77
$36.15
$30.00 $35.00 $40.00 $45.00 $50.00 $55.00 $60.00 $65.00 $70.00 $75.00
Dial-A-Ride
FY 2024–25
GO Plus
FY 2025–26
Service cost
$554,187 → $541,457
2% lower while serving nearly
twice as many trips
Senior/ADA Service Performance Review
Fiscal Year 2024-2025 vs 2025-2026
+91%
more senior/ADA trips
7,831 → 14,978
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FIRST-YEAR PERFORMANCE REVIEW
COST PER RIDE
-23%
Fewer general-public trips
36,781 → 28,360
Service cost
$827,851 → $740,100
11% lower; cost per ride rose 16%
General Public Cost Per Ride
Fiscal Year 2024-2025 vs 2025-2026
$22.51
$26.10
$0.00 $5.00 $10.00 $15.00 $20.00 $25.00 $30.00
Rosemead Explorer
FY 2024–25
Rosemead Go
FY 2025–26
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FIRST-YEAR PERFORMANCE REVIEW
COST PER RIDE
-3%
Fewer overall trips
44,612 → 43,338
Service cost
$1,382,039 → $1,281,557
7% lower; cost per ride fell 5%
Overall Services Cost Per Ride
Fiscal Year 2024-2025 vs 2025-2026
$30.98
$29.57
$0.00 $5.00 $10.00 $15.00 $20.00 $25.00 $30.00 $35.00
DAR & Explorer
FY 2024–25
Rosemead Go/Go Plus
FY 2025–26
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Rosemead Go and Go Plus Service Success
•Rider Feedback
•Rider Loyalty
•New Service Vehicles
•Safety Performance
•Mapping of Service Area Popular Destinations
SERVICE SUCCESS
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Proprietary & Confidential.
We have consistently received positive feedback through the first year of
operations.
“Every ride with Sheldon is always the
best! I know what to expect: a prompt
courteous ride in a very chill clean
vehicle. I love Rosemead GO!!!ˮ
- Rosemead Go rider
“This is a great service and it is essential to improve
public transportation. It is also important for the
environment and reducing car pollution. I also really
appreciate the drivers and they earn their living with
professionalism and friendliness. They are part of the
Rosemead community and make me feel safe.ˮ
- Rosemead Go rider
“I use this weekly and rely on the cost
savings to visit local businesses and
resources.ˮ
- Rosemead Go Plus rider
“My driver was so
considerate, very
thoughtful. Really cares
about his riders.ˮ
- Rosemead Go rider
Rosemead Go: Success To-Date
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Proprietary & Confidential.
77%
of riders return
for a second
booking
Nearly 45%
of all riders complete more than five
bookings
5.4
rides per rider per
month
4.8
star avg rating
93.9%
5 star rate
< 1 Minute
avg deviation between estimated
and actual pick-up arrival time
service
quality
loyal
ridership
Rosemead Go: Success To-Date
Our service benefits from best-in-class rider loyalty and excels in several
key service quality metrics.
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Proprietary & Confidential.
+9.1%Just 6-months after
launching, Rosemead Go
and Go Plus beat YoY
legacy network ridership,
serving 12% more rides in
the same month.
Weʼve been continuing to
grow since then, with our
2026 monthly average up
4% since January.
Rosemead Go: Success To-Date
In just six months, Rosemead Go and Go Plus began consistently serving
more riders per month than legacy fixed route and demand response. Our
YTD average is more than 9% more than FY 24-25’s monthly average.
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Proprietary & Confidential.
Private Residences
Big Saver Food
The Shoppes at
Montebello
Rosemead Place
Shopping Center
Rosemead High
Walmart Supercenter
Rosemead Go: Success To-Date
Rosemead Go’s most popular destinations represent a mix of residential,
commercial institutions.
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Proprietary & Confidential.
Garvey Ranch Park
LA Fitness CVS Pharmacy
El Monte-Rosemead
Adult School
Potrero Heights Park
Rosemead Go: Success To-Date
Rosemead Go Plus allows eligible riders to travel beyond Rosemead city
limits. Top destinations are a mix of personal, educational, and medical use
cases.
Huntington Memorial
Hospital
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Proprietary & Confidential.
+20%
Rosemead Go: Success To-Date
More riders are being served with each revenue hour than in past
Rosemead Transit services.
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Proprietary & Confidential.
Rosemead Go: Success To-Date
We’re thrilled to be introducing new ID Buzz vehicles into the fleet this
month as part of our all electric fleet!
Three new Volkswagen ID Buzzes are
replacing the Tesla Model 3s
Riders will have a more spacious,
comfortable ride
Range is 200+ miles, keeping time needed
between charging low
Wheelchair rides will still be served by the
Ford ETransits
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Proprietary & Confidential.
Rosemead Go: Success To-Date
Via has heavily focused on safety
recently, rolling out a safety portal to
allow drivers to track and improve
performance.
Overall Safety Score
Combines focused driving + safe speeds, all informed by Samsara
dashcams
Behavior Breakdown
Drop-down view shows % of time speeding & distracted events
per hour
Gamification Features
Makes progress engaging with streaks, milestones, &
improvement tracking
…and these efforts have improved the safety scores of
more than 70% of drivers!
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Proprietary & Confidential.
Rosemead Go: Success To-Date
Via is also rolling out new dashboards to allow Rosemead to more easily
monitor rider feedback and reward drivers for maintaining high standards.
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SERVICE REFINEMENTS
Proposed changes to improve capacity,
consistency, and access
01 Late cancellations and no-shows
Set reasonable monthly limits so reserved
trips do not block capacity for other riders.
03 GO Plus service area
Limit the outer two miles to key destinations
and consider trip limits while preserving
essential access.
02 Physician certification
Use one standardized form for disability
applicants under 55 to improve clarity and
consistency.
04 Free Ride Days
Offer free trips on Transit Equity Day, Earth
Day, and Election Day to encourage use.
All four refinements can be implemented at no additional cost to the City.
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SERVICE REFINEMENTS
Modification of GO Plus Service Area
MARCH–AUGUST 2026 • 7,324 COMPLETED TRIPS
Trip share, 90%
Trip share, 10%
Inner 1–3 miles Outer 3–5 miles
10% of Go Plus riders traveled
within the 3-5 miles service area
67% of outer-area trips were taken by
just 10 riders (472 of 704)
Top 10 riders: Average 47.2 trips each
Other 67 riders: Average 3.5 trips each
Policy Change Opportunity
Improve service capacity for more Go Plus riders:
1.Limit the outer two miles to medical facilities
and transit connections
2.Establish a reasonable total number of
allowable trips per rider per month
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STAFF RECOMMENDATION
Approve the extension and direct staff on
service refinements
01 Authorize the 42-month First Amendment:
02 Provide direction on service refinements
January 1, 2027 — June 30, 2030
Adds six months beyond the original extension option to align the with the fiscal -year budget cycle. The
proposed total agreement term (60 months) is within the five-year purchasing policy limit.
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Questions and Comments?
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