By Melody Hanatani
Daily Press Staff Writer

CITYWIDE City Hall is currently exploring ways to regulate the large number of cabs operating in Santa Monica, signaling a possible shift from the long-standing practice of licensing to franchising.

The change — which would enable City Hall to set fares and standards for customer service — is just one of the various options being analyzed in a study on how taxi companies are being operated in Santa Monica.

Nelson/Nygaard Consulting Associates, a national firm specializing in transportation and multi-modal issues, has been conducting the study on taxis in the city since January, interviewing city staff and the various cab companies that currently operate in Santa Monica. The estimated $52,000 study is expected to be ready by the end of the current fiscal year.

There are currently 54 licensed cab companies operating roughly 373 vehicles within the city limits, according to Pamela McGarvey, the revenues operations supervisor at City Hall.

The study also examines a number of issues including customer service, circulation, fares, insurance and air quality issues, evaluating the number of companies that operate biodiesel or hybrid vehicles.

The outcome of the study could determine whether Santa Monica joins cities like Los Angeles in moving toward franchising, a process through which City Hall would seek cab companies that could operate in the city, not just licensing companies that meet certain qualifications.

“Through a franchise, you set forth specific standards and criteria that (the company) would have to meet and there is a competitive bidding process,” McGarvey explained last week. “The companies who meet the criteria determined most appropriate are awarded franchises, which may limit the number of vehicles they can operate.”

“The purpose of the study is to look at what we have now, what are the problems of that and what do other similar cities do that work best,” McGarvey added.

Taxi cabs-related issues was raised during a City Council meeting last year when staff was asked to look at ways to ensure that low-emission taxis were operating in the city. Several companies do operate low-emission vehicles, including Taxi Taxi and Euro Taxi.

“Taxicabs can be an important element of the transportation system,” Transportation Manager Lucy Dyke said. “I am hopeful that the recommendation will suggest ways we can provide improved service, and also reduce complaints related to cruising, speeding and parking congestion.”

David Koffman, a principal associate of Nelson/Nygaard, is conducting the study for Santa Monica and met with cab owners last month during two workshops.

The taxi drivers seemed to universally express that there were too many cabs operating in the city and would like more done to control the quality of service and fares, Koffman said. Those same thoughts were also expressed by the city staff who deals with cab companies, also feeling there were too many cabs in the city.

“I was a little surprised to learn how fondly (taxi drivers) felt about the need for the city to do more in regulation,” Koffman said.

Koffman added that while franchising in general is not a common municipal practice for regulating cabs, it is typically seen in Southern California.

The consultant has so far completed his data gathering process, which includes practices in cities like Los Angeles, West Hollywood and Beverly Hills.

“We’re formulating a variety of alternatives and outlining what those impacts would be,” Koffman said.

Wendy Radwan, director of client and public relations for Santa Monica-based Taxi Taxi, said on Friday that she was encouraged to learn city officials were paying attention to some of the issues of cabs in Santa Monica.

The company, which operates several hybrid cabs and was nominated for a Sustainable Quality Award in 2008, sees its number one issue as being parking and finding places to leave their car without receiving a citation. Radwan added that the company would be pleased with new standards for alternative fuel vehicles as long as they are feasible, reasonable and enforceable.

“Any cab company can put stickers on their vehicles claiming to be green, and some do,” Radwan said. “But, we know the truth.

“We feel that franchising can really benefit the community and the locally-operated taxi companies if it is properly implemented,” she said. “If the city is going to set standards of service then they should also be willing to address our concerns.”

melodyh@smdp.com