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Council weighs Embark Well senior mobility pilot; staff recommends capped, weekday program and grant pursuit
Summary
City staff and Embark representatives outlined a proposed Embark Well pilot for older residents focused on wellness trips, recommending a capped pilot (100 participants, three trips per week) with a $75,000–$100,000 budget range and potential grant funding sources.
Councilors and transit staff continued discussion on a proposed Embark Well mobility program for older Norman residents, reviewing program design, likely cost and funding options.
Marilyn Dillon, identified as Embark's mobility administrator, described the program in Oklahoma City as weekday service from 7 a.m. to 7 p.m. for people aged 60 and over, free to participants and focused on social determinants of health such as exercise, nutrition and social connection. Dillon said the program began in 2019 with about 734 trips, dropped during COVID, and “by this year, we ended this year, with just shy of 6,500 trips.” She said Embark's current fiscal year budget for the program is $90,000 and that demand required temporarily reducing free trips per participant from five to three per week late in the year.
City staff proposed a Norman pilot based on Embark's model. Staff recommended weekday operations 7 a.m.–7 p.m., an age eligibility of 60 and over (staff noted lowering the age to 50 would increase demand), service limited to the existing paratransit Zone 1 (the area within roughly three‑quarters of a mile of fixed routes), next‑day reservations, and an initial cap of 100 participants. For the assumed cap and three trips per week, staff estimated a budget of $75,000 to $100,000 to cover 12 months and avoid returning to council for midyear appropriations.
Council members pressed on cost per ride and funding. Councilor Williamsburg cited Embark's earlier per‑ride figures in Oklahoma City with third‑party ride providers—“between $9.80 and $11.72”—and staff computed that at the Norman pilot's scale (100 participants at three trips per week, ~15,600 rides annually) a $100,000 budget would equate to roughly $7 per ride. Staff said the city could pursue grant opportunities including the Tobacco Settlement Endowment Trust programs and work with the Oklahoma Mobility Institute (a nonprofit that can apply for grants on agencies' behalf). Staff also noted Embark's experience securing family‑foundation grants to support mobility fleets and other programs.
Council feedback ranged from support for pursuing grants to caution about adding ongoing general‑fund obligations. Councilor Peacock suggested applying to AARP for healthy‑living funding. Staff said they would refine cost estimates before submitting a formal budget request and pursue grant opportunities with partner nonprofits if council wishes to proceed.
Why this matters: the proposed pilot targets seniors who may not qualify for traditional paratransit but who face health risks from social isolation. The pilot's design and funding approach will determine how many residents can be served without affecting existing paratransit capacity.
