Agenda 05/13/2014 Item #16D 7 5/13/2014 16.D.7.
EXECUTIVE SUMMARY
Recommendation to approve an "after the fact" submittal of the attached project proposal to the
Florida Department of Transportation (FDOT) for the State Discretionary Transit Service
Development Program for a total funding request of$50,000.
OBJECTIVE: To obtain Florida Department of Transportation (FDOT) funding to develop and
implement an iPhone and Android application for Collier Area Transit and a marketing plan.
CONSIDERATIONS: Public transit funds are made available each year through an application process
administered by the FDOT. FDOT announced a request for proposals for the State Discretionary Transit
Service Development Program and State Park-and-Ride Lot Program on April 1, 2013. The grant program
provides for fifty percent of the project costs; the remaining fifty percent must be provided by the local
agency or with federal funding. Staff prepared a grant proposal for development and implementation of an
iPhone and Android application and marketing plan.
The intent of the iPhone and Android application development and marketing plan is to target the broad
Collier County community with the objective of building awareness and a positive image for CAT. The
key to attracting new riders lies in identifying groups for whom the service offers advantages and then
developing customized marketing efforts that target these segments. The goal is to determine low-cost,
highly effective marketing strategies to implement. This plan will also develop strategies to market fixed
route service to existing paratransit customers to encourage them to transition from the higher-cost
paratransit services to the fixed route, which has a much lower per-trip cost.
Proposals were due to FDOT by May 9, 2014. Collier County's Administrative Procedure CMA # 5530
authorizes the County Manager to approve the submittal of grant applications with subsequent Board of
County Commissioners' action at the next available Board meeting to ratify the approval as "after the
fact."
FISCAL IMPACT: Funding for the program is contingent on future legislative appropriations for state
Fiscal Year 2015/16. The total project cost in the proposal is $100,000. Should Collier County receive
funding from FDOT for the proposed project, funding would be awarded in the amount of$50,000. The
local match requirement would be$50,000. Sufficient local match is identified in Funds 426 and 427.
LEGAL CONSIDERATIONS: This item is approved as to form and legality, and requires majority vote
for Board approval.—SRT
GROWTH MANAGEMENT IMPACT: There is no growth management impact associated with this
item.
RECOMMENDATION: That the Board of County Commissioners approve, after the fact, the
submission of the attached State Discretionary Transit Service Development Program Proposal.
Prepared by:Trinity Scott,Transit Manager, Alternative Transportation Modes Department
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5/13/2014 16.D.7.
COLLIER COUNTY
Board of County Commissioners
Item Number: 16.16.D.16.D.7.
Item Summary: Recommendation to approve an "after the fact" submittal of the
attached project proposal to the Florida Department of Transportation (FDOT)for the State
Discretionary Transit Service Development Program for a total funding request of$50,000.
Meeting Date: 5/13/2014
Prepared By
Name: Scott Trinity
Title: Manager-Public Transit,Alternative Transportation Modes
4/15/2014 11:43:13 AM
Submitted by
Title: Manager-Public Transit, Alternative Transportation Modes
Name: ScottTrinity
4/15/2014 11:43:14 AM
Approved By
Name: TownsendAmanda
Title: Director-Operations Support, Public Services Division
Date: 4/17/2014 11:19:46 AM
Name: ArnoldMichelle
Title: Director-Alt Transportation Modes, Alternative Transportation Modes
Date: 4/21/2014 3:22:57 PM
Name: SotoCaroline
Title: Management/Budget Analyst, GMD Construction&Maintenance Admin
Date: 4/24/2014 1:35:50 PM
Name: AlonsoHailey
Title: Operations Analyst, Public Services Division
Date: 4/24/2014 2:36:40 PM
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5/13/2014 16.D.7.
Name: TeachScott
Title: Deputy County Attorney, County Attorney
Date: 4/24/2014 3:18:36 PM
Name: CarnellSteve
Title:Administrator-Public Services, Public Services Division
Date: 4/27/2014 4:17:17 PM
Name: OberrathKaren
Title: Accountant, Senior,Grants Management Office
Date: 5/2/2014 12:26:31 PM
Name: KlatzkowJeff
Title: County Attorney,
Date: 5/2/2014 1:41:53 PM
Name: StanleyTherese
Title: Management/Budget Analyst, Senior, Grants Management Office
Date: 5/2/2014 1:48:49 PM
Name: OchsLeo
Title: County Manager, County Managers Office
Date: 5/5/2014 11:53:53 AM
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5/13/2014 16.D.7.
le CoHnty
Office of Management & Budget
Grant Application Reviewed and Approved by County
Manager:‘,or designee: ,32
f
Countty�Marl er
(date)
After-the-Fact Approval by the BCC is required at the
May 13, 2014 BCC meeting
TO: Leo Ochs,County Manager
CC: Michelle Arnold,ATM Director
FROM:Joshua Thomas, Grants Support Specialist
SUBJECT: County Manager review and approval of a 2014-15 FDOT State Discretionary Transit Service
Development Program Grant Application in the amount of$50,000
April 14, 2014
The Alternative Transportation Modes(ATM)Department is applying for an FDOT State Discretionary
Transit Service Development Program Grant to develop and implement an 1-Phone and Android
application for Collier Area Transit and a marketing plan. The intent of the I-Phone and Android
application development and the marketing plan is to target the broad Collier County community with the
objective of building awareness and a positive image for CAT. The goal would he to determine low cost,
yet highly effective marketing strategies that could be implemented. This plan would also develop
strategies to market CAT's fixed route service to existing paratransit customers to hopefully entice the
transition from the higher cost paratransit services to a much lower per trip cost for the fixed route.
The total program cost is$100,000. If awarded, 50%of the project cost will be awarded to Collier
County. The other 50%, $50,000 will be local match which is available in Fund 426 and 427. The
funding opportunity was announced April 1,2014 and the application is due May 9,2014. Due to the
quick turnaround,we are asking that you approve the application for submittal followed by after the fact
approval by the Board of County Commissioners at the May 13, 2014 BCC meeting.
Once you have reviewed the application,please sign in the box above and in the areas marked with red
tabs and call me for pickup at 239-252-8989.
Thank you and please let me know if you have any questions regarding this request.
eke"
..._.v- v..,�'.. (raj. u7tF,. I . 252-K,772 FAX 22. .y..2at.F
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5/13/2014 16.D.7.
STATE DISCRETIONARY TRANSIT SERVICE DEVELOPMENT PROJECT
Collier Area Transit I-Phone& Android App Development& Marketing Plan
Recipient Name: Collier County Board of County Commissioners/Collier Area
Transit
General Manager or
Agency Director: Ms. Michelle Arnold,Director
Collier County Alternative Transportation Modes
3299 East Tamiami Trail, Suite 103
Naples, Florida 34112
(239) 252-5841
MichelleArnold @colliergov.net
Contact information: Ms. Trinity Scott, Public Transit Manager
Collier County Alternative Transportation Modes
3299 East Tamiami Trail, Suite 103
Naples, Florida 34112
(239) 252-5832 Fax: (239)252-6610
TrinitvS cotticolliergov.net
Project Title and Description: Collier Area Transit I-Phone & Android App Development &
Marketing Plan. This project will develop and implement an I-Phone & Android application and
marketing plan that will target the broad Collier County community with the objective of
building awareness and a positive image for CAT. The key to actually attracting new riders lies
in identifying groups for whom the service offers advantages and then developing customized
marketing efforts that target these segments. The goal would be to develop a mobile app that
will provide scheduling information for bus service which will include real-time bus infoiuiation,
service alerts and connecting bus information, as well as determine low cost, yet highly effective
marketing strategies that could be implemented. This plan would also develop strategies to
market our fixed route service to our existing paratransit customers to hopefully entice the
transition from the higher cost paratransit services to a much lower per trip cost for the fixed
route.
Eligible Project Type and Duration: Projects that improve marketing and consumer information
programs, having a duration of two years.
Project Location and Service Area: This project will target the entire Collier County area.
Florida Department of Transportation District: One
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5/13/2014 16.D.7.
Prior Florida Department of Transportation Funding:
1. This project has not been funded previously by the State.
2. Collier County was previously awarded funding for the Lee Collier Connection. In lieu
of Collier County providing this service, the funding was provided to Lee County to run
this service. Collier County was awarded a service development grant for Americans
with Disabilities Act (ADA) improvements for bus stops on the State Highway System
on January 11, 2013. The total State participation for this grant is $237,919. The project
is anticipated to be completed by December 31, 2015. The FDOT Draft Tentative Work
Program indicates a service development grant placeholder for new service. However,
until the work program is adopted those funds are not committed.
Project Objectives: The marketing plan will target the broad Collier County community with
the objective of building awareness and a positive image for CAT, as well as provide an
additional avenue for information to be disseminated.
Project Initiation/ Milestone or Progress /Completion Dates: If funding is available on July 1,
2015, Collier County could begin implementation by October 1,2015.
Operational Responsibilities: Collier County will manage the project. Collier County, with
assistance from a consultant will develop and implement the application and an effective
marketing strategy.
Financial Responsibilities:
TOTAL LOCAL STATE
COST ITEM PROJECT SHARE SHARE
COST
Administration Costs $100,000 $50,000 $50,000
Total $100,000 $50,000 $50,000
Planning Requirement: Attached you will find the applicable section of the adopted
Comprehensive Operational Analysis and Transit Development Plan that supports this project.
Criteria for Success: Collier County will compare system ridership prior to implementation of
the marketing plan and after implementation. The goal will be to increase fixed route ridership
by 5% following implementation of the marketing plan.
Project Linkage(s):
1. This project will enhance travel throughout Collier County and encourage multi-modal
transportation options.
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5/13/2014 16.D.7.
EXHIBIT A
Applicant Certification and Assurance
to the
Florida Department of Transportation.
for the
State Discretionary Transit Service Development Program
(To be completed and signed by an individual authorized by the governing board of the applicant
agency and submitted with the grant application)
The l.Du.tir;ti or L L t c;Kr certifies to, and assures,the Florida
Department of Transportation in regard to its Application for State Discretionary Transit Service
Development Program Financial Assistance dated .4 H 114 :
1) It shall comply with Section 341.051 Florida Statutes and Chapter 14-73 Florida
Administrative Code.
2) It has the fiscal and managerial capability and legal authority to file the
application and to
execute the project.
3 Its proposed project is listed and justified in its Transit Development Plan, or
Transportation Disadvantaged Service Plan, as applicable, and
4) It has identified and will commit by October 1, 2015 the required local matching
fiends
identified in its proposal, or the prorated portion thereof should the Department
fund
the project at less than the applicant's requested amount of funding.
Date: "\ y v\`
Signature:
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5/13/2014 16.D.7.
Attachment 1
6.12 Future Considerations
• An additional list of improvements was identified in the planning process to be considered for future
planning purposes.These are not feasible in the short-term, five year period due to lack of available
resources or other limitations.They include the following:
• New flexible route service for the eastern portions of Collier County, including Ave Maria,
Everglades, and surrounding communities. The flexible route services allow CAT to expand
service areas and meet paratransit needs with one service. CAT must have the ITS
infrastructure in place prior to implementing service.Although not feasible at this time given
cost constraints, the estimated annual operating cost for a flexible route service is
approximately$328,000 based on operating one vehicle.This cost does not include the capital
cost required to purchase a new vehicle. These cost estimates are based upon 12 hours of
service,seven days a week,with year round service,with an operating cost of$75 per revenue
hour.
• Increasing service frequency and span of service should be the primary priority for CAT in the
future.As discussed throughout the above recommendations,the minimum standard for local
service routes should be 60 minutes for all core routes. Additional revenues are needed to
provide this service.
• Express route services should be implemented from north of Naples and south of Naples, The
service would be available to residents and visitors to major destinations and activity centers
within Collier County.
• Additional services should be planned for north and east of Naples to meet the expected
growth.Section 2 of this report discussed in detail high growth areas for Collier County,which
will also impact the demand of CAT services.
• New satellite transit stations should be planned for the north east area of the county and for
south Collier County in the future.The transit stations would provide opportunities for riders
to transfer to multiple routes outside of downtown Naples and get to their desired
destinations. This will likely require some restructuring of route design toward a more
corridor-based service that would encourage timed transfers.
6.13 Marketing of New Services
The marketing of CAT services throughout the community is a goal for the agency and never-ending.
Current staff has very little time to market CAT service with current job responsibilities. This COA
recommends several marketing components:
• Marketing plan
• Design of New Schedules
• Marketing of New Route Changes
The MPO/ATM/CAT staff have several options to complete the marketing components. One option is
to hire a full-time employee to assist in public outreach and marketing of all transit services. This
would also include coordination among local agencies, major employers, and citizens groups. This
OEM
6-10 Smeth
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c>
position would provide assistance to existing staff, with a focus on community outreach. A second
alternative is to develop an RFP and have the marketing components completed by consultants.
Whichever option CAT decides to move ahead with, these components are critical and must be
completed for successful changes to the system,At the end of the day,if no one knows about CAT,then
residents and visitors will not use the system.
Community outreach programs are used to provide vital information about the transit system and to
educate the community on how to use the system and the benefits of public transit. CAT may work
directly with community social service agencies to provide seminars, assist with the development of
classes,and create marketing material to achieve these goals,some of which may be specific to transit
dependent populations,such as seniors or disabled persons. General increased marketing efforts may
also be part of the program,where advertisements are projected through newspapers, radio and local
television stations.
According to the American Public Transit Association, transit agencies typically budget between 0.75
and 3.0 percent of their gross budget on marketing promotions (excluding salaries),with the majority
around 2 percent. It is recommended for CAT to consider this recommendation for the future.
CD
smith 6 11
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Table 8.1 Financial Plan
Year Existing Projected
Budget Ridership
Base Year $4,785,000 1.21M
1 $4,881,000 1.23M
2 $4,979,000 1.26M
3 $5,079,000 1.28M
4 $5,181,000 1.31M
5 $5,285,000 1.36M
Assumed Budget:2%inflation consistent with the Collier County Transit Development Plan and based on historical trends in
the Consumer Price Index(CPI).Projected ridership:2%annually,based upon CAT 2010 to 2011 percent of ridership change,
8.2 implementation Plan
The implementation plan for CAT includes making the route modifications to existing services and
making changes to the nomenclature of the route names.These changes provide CAT the opportunity
to promote existing and new service areas. Table 8.2 provides the implementation plan to initiate
responsibilities and duties for the change.
Table 8.2 Implementation Plan
YEAR
Task
1 CAT staff to develop specific times for new scheduled services,including transfer times,
and major time points for schedule.
2 CAT staff review existing and new bus stop locations for new services,
3 Ensure MPO Board support for future changes.
4 ATM/MPO/CAT to develop RFP for design of new bus schedules.Approximate cost
$75,000. (1)
5 ATM/MPO/CAT to develop Transit Advisory Group (TAG)to prepare names for new
routes.
6 ATM/MPO/CAT to develop RFP for marketing of new services.Approximate cost$250,000.
(1)
Task
1 CAT staff to finalize new schedules,driver assignments,bus stop locations.
2 Hire firm for development of bus schedules.
3 Hire firm for marketing of new services/outreach or hire a new full-time employee to
undertake these efforts.
4 Develop timeline for'go live'for new services w/ATM/CAT/MPO and new marketing firm.
5 Assign local staff to be champion for change and coordinate directly with marketing firm.
6 Hold public meetings for feedback on proposed route changes and names.
7 Ensure MPO Board support for future changes.
8 Go live with new services.
9 CAT/ATM/MPO staff to provide assistance at transfer stations during first few weeks of
service for excellent customer service.
10 CAT/ATM staff to closely monitor all CAT routes.
CD .
8-2 Smith
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YEARS 3-5
Develop marketing plan for years 3-5 and assign responsibilities through the new FTE
position or hire marketing firm to assist.Approximate cost$100,000 for a new marketing
firm.(1)
CAT/ATM staff to closely monitor all CAT routes.
Continue to inform MPO Board of CAT progress.
4 Conduct onboard and ride check survey to check route progress.Approximate cost$50,000.
(1)
Note:
(1) Estimate based upon CDM Smith project experience in other locations. Costs may range from $40K on
the lower end for only design services to $300k on the highest end, including printing. This estimate is
based on national trends and may be adjusted for actual quotes in Collier County.
The table above provides a series of tasks to be undertaken in the next five years to support efficient
and effective service and regular monitoring.The following major tasks are described in greater detail
below to provide justification and proposed benefits of the COA Implementation Plan.
• Establishing a Transit Advisory Group (TAG): This committee is recommended to be added to
provide additional public input on transit services provided and to ensure timely review and
monitoring of CAT services through the performance measures detailed in Section 5.5.2 of this
COA.In establishing this committee,it is recommended that CAT staff reach out to members of
other portions of the county, particularly the Growth Management Division, Tourism
Department and other entities that can tie transit investments to land use and economic
development plans. Finally, it is also recommended that the TAG annually review these
performance measures for their efficiency in addressing transit needs and service in the
community and update the performance measures as needed with support of the MPO Board.
• Design/Implement New Bus Schedules: One of the major recommendations from this COA is
to improve the clarity and understanding of CAT routes by developing more understandable
route names and service tiers. In addition, a number of route modifications are proposed to
improve service on underperforming routes.To implement these changes,it will be necessary
to update the existing schedules. Based on national experience, expected costs for designing
the new bus schedules is $75,000 and may be adjusted as actual quotes for a company to
provide this service in Collier County are identified by CAT staff.
• Continue Implementation of ITS Infrastructure: In the past three years, CAT received
Congestion Management System grant funds for the implementation of technology solutions
for the transit network.Phase I of the project included:
• Electronic Passenger Information Display Signs
• Automated Annunciation System (AAS)
• Computer Aided Dispatch&Automated Vehicle Locators(CAD/AVL)
• Fixed-route Scheduling Software
• Automated Passenger Counters(APC)
• Electronic Fareboxes
DM
smith 8-3
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5�ctioii ?
Phase II includes enhancing public access to transit information by implementing advanced
Real Time Information Systems (RTI),GIS-based route planning through Google Planning, and
Interactive Voice Response (IVR).As improvements to ITS infrastructure are made, they
provide an exceptional opportunity to improve service monitoring of passenger needs,
including origins and destinations. In addition, as future operational analyses are completed
these ITS improvements provide intensive data collection savings for CAT and provide more
regular ability to monitor service performance.
• Ensuring MPO/BCC Board Support: The most effective way to ensure MPO and BCC Board
support for transit investments into the future will be to provide a transparent, accountable
monitoring of services periodically so that board members understand performance issues,
how staff is working to address those issues, and needs that may arise as staff attempts to
provide a safe,attractive, efficient system. Performance measures outlined in Section 5.5.2 of
this report provide several consistent and objective measures that can be used to
communicate performance to board members on a regular basis. This will be further
supported through input from the proposed Transit Advisory Group and will provide a way to
regularly apprise MPO Board members of changes in the transit system and performance and
provide additional confidence in CAT's ability to serve the community well.
• Improve ADA Bus Stop Accessibility: CAT staff are currently working to establish an ADA
Study that will provide a complete review of the existing CAT bus stops (over 500) and
propose improvements that will enhance accessibility and amenities provided at bus stops.As
provided in this COA,there are a number of existing stops that represent the highest locations
of boardings and alightings in the system. As funding is available to improve stops, it is
recommended that these top locations serve as priority areas for improvements. Providing a
safe and accessible system through improved bus stop accessibility is recommended to both
enhance the overall system efficiency of CAT and will serve as a cost effectiveness investment
that is expected to both improve ridership potential and make the fixed-route system a viable
alternative to more costly transportation disadvantaged services.
• Develop and Implement a Marketing Service Plan: The marketing of CAT services throughout
the community is a goal for the agency and never-ending. Current staff have very little time to
market CAT service with current job responsibilities. This COA recommends several
marketing components:
• Marketing plan
• Design of New Schedules
• Marketing of New Route Changes
The MPO/ATM/CAT staff have several options to complete the marketing components. One
option is to hire a full-time employee to assist in public outreach and marketing of all transit
services. This would also include coordination among local agencies, major employers, and
citizens groups. This position would provide assistance to existing staff, with a focus on
community outreach. A second alternative is to develop an RFP and have the marketing
components completed by consultants. Whichever option CAT decides to move ahead with,
these components are critical and must be completed for successful changes to the system.At
CDM
8-4 Smsth
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the end of the day, if no one knows about CAT, then residents and visitors will not use the
system.
Community outreach programs are used to provide vital information about the transit system
and to educate the community on how to use the system and the benefits of public transit.CAT
may work directly with community social service agencies to provide seminars,assist with the
development of classes, and create marketing material to achieve these goals,some of which
may be specific to transit dependent populations,such as seniors or disabled persons.General
increased marketing efforts may also be part of the program, where advertisements are
projected through newspapers,radio and local television stations.
According to the American Public Transit Association, transit agencies typically budget
between 0.75 and 3.0 percent of their gross budget on marketing promotions (excluding
salaries), with the majority around two percent It is recommended for CAT to consider this
recommendation for the future.
8.3 COA Summary
This COA is an in-depth study of CAT's transit network designed to identify strengths and weaknesses,
and develop recommendations for improvement.The COA process provides a thorough look inside the
CAT system to determine which aspects perform well, which need improvement, and how premium
service can chart a course for the future.The impetus for the CAT COA was for several reasons,to:
• Determine next steps and the future of CAT services in Collier County - what is the
appropriate level of transit service for the county?
• Understand CAT best performing routes - are existing services operating effectively and
efficiently?
• Determine locations of low performing routes and adjust service to become more efficient.
• New contractor for service has improved on-time performance and management relationships
among CAT,ATM,and the MPO.
The purpose of the COA is to answer the above statements. In summary, the short answer to whether
the CAT transit operation is efficient and operating effectively is:
• Yes, is the answer. Each year, CAT is required by the State to complete a major or minor
update to their Transportation Development Plan.3 In the last update, CAT, compared to its
peer Florida transit agencies, is doing well. No "smoking gun" of rampant inefficiencies was
found.
• In addition, this COA provides detailed information regarding system wide and individual
route performance, depicting the strong areas of service and those areas that need to be
monitored.
3 http://www.colliermpo.com/index.aspx?page=73
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