MEMORANDUM

To: Robert Levyssohn, Starbucks

Keith Glassman, Glassman Planning Associates

From: Joel Falter, Senior Transportation Engineer

Doug Yeh P.E., Senior Engineer
Katz, Okitsu & Associates

Date: July 11, 2001

RE: Trip Generation Analysis - Fountain Valley Starbucks at 17580 Newhope Street

JA1267
BACKGROUND

The Planning Commission of the City of Fountain Valley issued a Conditional Use Permit
(Number 1486) approving the operation of a combined 1,614 s.f. Starbucks Coffee shop and a
1,494 square foot training center at 17580 Newhope Street. As part of the approval process, city
staff proposed a trip fee of $68,912. Staff derived the trip fee from the number of cash
transactions at two Starbucks coffee shops in Fountain Valley and applying a trip fee credit for
the existing PC Warehouse, which currently occupies the site.

Katz, Okitsu and Associates was retained to review the trip generation study and subsequent trip
fee prepared by the City of Fountain Valley on behalf of the Starbucks Coffee Corporation.

APPROACH

In order to estimate the impacts of the proposed project, the number of net new trips to the
project site, which could be expected to be generated during a typical weekday, must be
estimated. The estimates were prepared for the average weekday (i.e. daily trips), which is
consistent with the methodology the City of Fountain Valley used to calculate Transportation
Impact Fees.

A review of the data contained in the Institute of Transportation Engineers, Trip Generation
Manual, 6th edition shows no data for coffee shops such as a Starbucks. In order to adequately
assess the full impacts of the project, a trip generation study was conducted by Katz, Okitsu &
Associates at two “peer facilities” to determine the relative trip generation rates for Starbucks
Coffee sites that are similar to the one proposed at 17580 Newhope Street. The two facilities
were chosen in consultation with the Starbucks Corporation and are located at 16051 Brookhurst
Street (Brrokhurst/Edinger) and at 18523 Brookhurst Street (Brookhurst/Ellis). One data
element collected was the number of people entering and exiting the site during morning (7AM
to 9 AM), midday (11 AM to 1PM) and evening (4 PM to 6 PM) periods. In addition, Katz,
Okitsu & Associates surveyed of customers entering the store and asked the following questions:

1. Did you drive to the store?

2. How many people were in the vehicle?
3. Was this trip made strictly to come to Starbucks or did you stop at Starbuck’s on the way
to another destination?
4. Have you or will you be doing any shopping at other stores within the shopping center?
Trip Generation for17580 Newhope Street Starbucks Project
Prepared for Starbucks Corporation
July 11, 2001 Katz, Okitsu & Associates
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Utilizing the responses to these questions, it was possible to calculate the number of new trips
generated by each customer, the number of pass by trips, the number of linked/multi-purpose
trips to the site, and the average vehicle occupancy. The surveys were conducted on Friday,
June 15, 2001. For the week of June 11, 2001, the transaction data for the two stores shows this
was the busiest day of the week.

It should be noted that no two Starbucks are identical in terms of size and features. The two
coffee stores chosen for the trip generation survey were done so because they are the closest to
the new site in terms of amenities, intended customer market, and overall operations, including
being sited in commercial centers with other major retailers.

The basic premise behind the data contained in the Trip Generation Manual is that it represents
single use, freestanding trip information. However, when a proposed project is located in a
development of mixed-use or multi-use sites, such as the one proposed at 17580 Newhope
Street, there are opportunities for extended interaction among the individual uses within the
multi-use site. This means that the total generation of vehicle trips entering and exiting the site
may actually be less than just a simple sum of the respective rates of each individual land use.

Furthermore, given the retail nature of coffee shops, many trips associated with these types of
facilities are considered “pass-by” or “diverted” trips, meaning that drivers will typically not
make a special trip to patronize a coffee shop. Rather, drivers will stop at facilities along their
daily route or patronize a retail facility that is adjacent to another retail or other use for which
they are already destined (e.g., retail store, gas station, mini-mart, bookstore, etc.). This is
especially true of coffee shops associated with a national chain or name brand (e.g., Starbucks,
Peets, Seattle’s Best, etc.). As shown in Table 1, based upon the trip generation data collected as
part of this effort, it is estimated that between 40 and 70 percent of all trips generated by the
two Starbucks coffee shops surveyed are “pass-by” trips.

A key characteristic of multi-use developments is that many of the trips are linked to the
individual uses on the site and not on the adjacent roadway system. This means that in a mixed-
use facility, many of the patrons will visit more than one land use on each trip, such as to shop,
or go to the bank, for example. These types of trips are known as internal trips or “site capture”.
An internal capture rate can be defined for these trips and expressed as a percentage reduction
in the trip generation rate for the individual uses to account for trips internal to the site. Thus,
in the context of the 17580 Newhope Street site, there will be trips that include visits to several
of the components of the site, such as Costco, Hughes Federal Credit Union, Home Furnishings
and other businesses in the center. Assuming each trip visited one land use on the project would
lead to double counting of the number of actual vehicle. It is common in this type of analysis to
take allowance for “project capture” when calculating project trip generation rates

FINDINGS

Table 1 summarizes the data collected as part of the trip generation study. Note that each new
trip is equal to two new trip ends as the visitor to Starbucks ends one trip when they arrive at
Starbucks and begins another trip when leaving Starbucks. Daily trip rates were calculated by
creating a relationship between the data collected during the study periods and applying those
findings against daily customer data for each location provided by Starbucks.

Trip Generation for17580 Newhope Street Starbucks Project

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July 11, 2001 Katz, Okitsu & Associates
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 Table 1 - Trip Generation Survey Results
Store #5769 - 18523 Brookhurst Street, Fountain Valley
(Brookhurst Street at Ellis Avenue)
Time Interval Total Trips Trip Categories Net New New
(Total Trip Trips Net Trip
Ends) New Pass-By Linked Ends
7AM-9AM 196 (392) 48% 40% 12% 94 188
11AM-1PM 36 (72) 36% 22% 42% 13 26
4PM-6PM 52 (104) 58% 15% 27% 30 60

DAILY 642 (1,284) 48% 33% 19% 308 616

Additional Data:
Total customer count on day of survey 746 people served
Average vehicle occupancy (AVO) 1.16 people per vehicle
Number of people surveyed 330 people in 6 hours
Size of building 1,865 square feet
Daily Trip Rate (trip ends for Store #5679) 688 per 1,000 square feet

Store #5614 - 16051 A Brookhurst Street, Fountain Valley

Brookhurst Street at Edinger Avenue
Time Interval Total Trips Trip Categories New New
(Total Trip Net Trips Net Trip
Ends) New Pass-By Linked Ends
7AM-9AM 173 (346) 22% 69% 9% 38 76
11AM-1PM 60 (120) 54% 28% 18% 32 64
4PM-6PM 35 (70) 26% 26% 48% 9 18

DAILY 563 (1,126) 30% 54% 16% 169 338

Additional Data:
Total customer count on day of survey 712 people served
Average vehicle occupancy (AVO) 1.26 people per vehicle
Number of people surveyed 339 people in 6 hours
Size of building 1,615 square feet
Daily Trip Rate (trip ends Store #5614) 698 per 1,000 square
feet

Trip Generation for17580 Newhope Street Starbucks Project

Prepared for Starbucks Corporation
July 11, 2001 Katz, Okitsu & Associates
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As shown in Table 1, when accounting for pass-by and linked trips, the Starbucks Coffee Shop at
Brookhurst Street at Ellis Avenue generates about 642 daily trips (1,284 trip ends) of which 48%
are “new” trips, 33% pass-by and 19% linked trips. This results in a net added daily trip rate of
about 616 vehicle trip ends. As the table shows the average vehicle occupancy was 1.16. The
Starbucks Coffee Shop at Brookhurst Street at Edinger Avenue generates about 563 daily trips
(1,126 trip ends) of which 30% are “new” trips, 54% pass-by and 16% linked trips. This results in
a net added daily trip rate of about 338 vehicle trip ends. As the table shows the average vehicle
occupancy was 1.26.

This data was then used to determine the trip generation rate of the proposed Starbucks Coffee
shop at 17580 Newhope Street. Since both of the surveyed sites are similar in size and number
of customers served, the data from each was averaged to create a single trip generation rate.
This was done by taking the weighted average for each trip category (new, pass-by and linked)
for each time period, and then averaging the two stores together to determine an average trip
rate. This rate was then applied to the proposed Newhope Street store to determine the average
daily trip rate.

In order to conservatively estimate the trip generation for the new Starbucks Coffee shop, the
linked trips for the morning hours were not included in the final analysis. As mentioned, the
survey of the “peer facilities” was conducted, in part, to quantify the relation between the
proposed Starbucks Coffee shop and mixed-uses near the project site. The proposed Starbucks
Coffee shop at 17580 Newhope Street will be sited in a commercial center with other major
retailers. Many of these major retailers will be closed in the early morning hours. Accordingly,
there will be less opportunity for linked trips between the project and neighboring land uses.
The linked trips during the morning hours ranged from 9% to 12% at the surveyed locations.

In addition to the traffic generated by patrons of the Starbucks Coffee shop, there is also new
traffic added by employees of the coffee shop and by deliveries to the coffee shop. For the
typical Starbucks Retail Store operations there are three to four employees per shift with two
shifts per day. In addition, each Starbucks location generally receives one delivery per day. The
traffic added by these components is also considered in the calculation of the daily trip
generation for the proposed coffee shop. The employees of the coffee shop are expected to add
more than two vehicle trips (arriving and departing) to the surrounding street system. To
account for employees leaving the site for lunch or to perform other tasks, a trip rate of 3.62
vehicle trips per employee was used in the analysis. This rate is based on the Institute of
Transportation Engineers (ITE) Trip Generation Manual, average daily rate for Single Tenant
Office Building, Land Use 715.

The proposed Starbucks Coffee shop at 17580 Newhope Street will also include an associated
1,494 square foot training center. This training facility will be used in conjunction with the
Starbucks corporate offices located at 17700 Newhope Street. The training center will be
occupied with two to three full-time employees five days a week. In addition, eight to ten
trainees will use the training room for two to three time per week. The trainees will first park
and meet at the corporate offices, which are within walking distance of the proposed training
center, and will then walk or vanpool to the training center. The only traffic added by the
trainees of the training center will be the van trips.
The estimated daily trip generation for the proposed Starbucks Coffee shop is summarized in
Table 2.

Trip Generation for17580 Newhope Street Starbucks Project

Prepared for Starbucks Corporation
July 11, 2001 Katz, Okitsu & Associates
4
 Table 2
Daily Project Trip Generation
Average of Two Locations
Land Use Intensity Units Daily Trip Categories New
Trip Net Trip
Ends New Pass-By Linked Ends
Trip Rates
Existing Use
PC Warehouse 1,000 40.67 N/A N/A N/A N/A
KSF
Proposed Use
Starbucks Coffee

Visitor Trips -- 1,000 693 42% 48% 10% 42%

KSF

Employees -- Persons 3.62 100% 0 0 100%

Trainees -- Persons 3.62 100% 0 0 100%

Project Trips
Existing Use
PC Warehouse 3,140 1,000 128 0 0 0 -128
KSF
Proposed Use
Starbucks Coffee

Visitor Trips 1,614 1,000 1,118 470 536 112 470

KSF

Employees 11 Persons 40 40 0 0 40

Deliveries 1 -- 2 2 0 0 2

Trainees* 2 Vans 2 2 0 0 2

TOTAL -- -- 1,198 514 536 112 514

Net Project Trips

Net New Trips to - - - - - - 386
Adjacent Streets
* The trainees are expected to park at the corporate offices at 17700 Newhope Street and then
walk or vanpool over to the training center. The number of trips shown are van trips.

Trip Generation for17580 Newhope Street Starbucks Project

Prepared for Starbucks Corporation
July 11, 2001 Katz, Okitsu & Associates
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As shown in Table 2, the new net daily trips that are will to be generated by the Newhope Street
Starbucks Coffee Shop are about 514 daily trip ends. Since the coffee shop will be occupying the
space currently utilized by another commercial use (PC Warehouse) a trip credit was applied to
account for the trips generated by that business. The application of trip credits in this case, is
consistent with the methodology applied by the City of Fountain Valley in their analysis of your
site and estimation of related trip fees. Based on the trip generation rates in the Trip
Generation Manual, the PC Warehouse generated about 128 daily trip ends. Applying a trip
credit of 128 trip ends to the Starbucks daily trip generation rate, results in a net new daily trip
generation of 386 trip ends.

CONCLUSIONS

Based on an analysis of the trip generation survey data, the preponderance of trips to the two
Starbucks Coffee shops are pass-by or linked trips as opposed to “new” trips. These findings are
consistent with data collected at other Starbucks Coffee shops in the Seattle, Washington area as
well as for other fast-food type of commercial uses. Applying the observed pass-by and linked
trip rates, as well as credits for the existing PC Warehouse land use, in a manner consistent with
the procedures contained in the ITE Trip Generation Manual, yields a net new daily trip rate of
386 vehicle trips.

Applying the City of Fountain Valley’s Transportation Impact Fee rate of $59.00/trip yields
equates to a total trip fee of $22,774.

Trip Generation for17580 Newhope Street Starbucks Project

Prepared for Starbucks Corporation
July 11, 2001 Katz, Okitsu & Associates
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