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Council approves 3% levy increase for Emery Go Round PBID after ETMA budget presentation
Summary
Following a presentation by the Emeryville Transportation Management Association, the City Council approved a 3% increase to the PBID levy to support Emery Go Round operations and a preliminary ETMA budget that raises marketing and pilot project outlays.
The Emeryville City Council on July 1 approved a 3% increase in the property and business improvement district (PBID) levy to fund Emery Go Round operations after a presentation by the Emeryville Transportation Management Association (ETMA).
Daniel Oliver, executive director of the ETMA, presented a preliminary budget and the association's recommendation for a 3% levy increase for fiscal year 2026. The ETMA told the council that ridership remains below pre-pandemic levels — currently at about 45% of 2019 levels, with weekday ridership at roughly 37% and weekend ridership at about 78% — and that the service provided 543,000 passenger trips in 2024.
The presentation noted the ETMA is pursuing ridership growth and marketing efforts, has issued an RFP for shuttle operations and maintenance (issued May 5) with a vendor selection expected in August and a new contract to begin Jan. 1, 2026, and is holding reserve funds in certificates of deposit while it finalizes a long-term fleet plan.
Under the preliminary budget highlights presented to the council, the ETMA increased its membership/public-outreach budget from $10,000 to $100,000 to support a comprehensive marketing plan, and budgeted $460,000 for pilot projects and research to consider service expansion. The board of the ETMA approved the preliminary budget and recommended the 3% levy increase.
At the close of the public hearing there were no public commenters. A council member moved to approve the recommendation to increase the assessment and another council member seconded; the council voted Aye on a roll call (Council member Preiforce: Aye; Council member Solomon: Aye; Council member Welch: Aye; Vice Mayor Kerr: Aye; Mayor Mora: Aye) and the motion carried.
The ETMA emphasized that passenger trips and service hours remain well below pre-pandemic peaks and that the marketing and pilot funds are intended to boost awareness and evaluate additional service. Council members asked no substantive questions during the presentation as recorded in the meeting transcript.
