t um this uh the rosin creek and the rosin study um we have worked quite extensively with Steve Brady um in the center was a water to make sure that we were consistent with uh the creek master plan and Jeff's team has included in the first phase um a study for the reach between stony point road and burbank um and then uh first phase project to look at that connection between burbank and McMahon so I think that hopefully it will um address that concern and so and then uh the next speaker talked about um a couple different things and I hope hopefully I captured them all so um I did hear where there was uh some kudos for the class four which is a totally new thing that we're now concerning with uh with our plan something that uh obviously is not there out in the street and so I have talked to um a couple of residents about you know about this this is this is new and it's it's it's it's kind of a baby step we have to start somewhere and um so that's the good news um the the more challenging part of class four facilities are is that they do require can require um right of way or you know they they aren't they aren't awful awfully um easy to fit into existing right away um constraints so so you know Jeff's team has done a good job of identifying where we could potentially do something um with a class four facility and then looking at the studies which is also a new area for our plan we haven't ever included studies as part of the um look ahead for active transportation in Santa Rosa so this is a new area so as we get through um you know a look ahead over the next few years um on our radar screen is working with our bike and ped board is um you know assuming this gets through and everyone likes the the concepts of studies we will start looking at um what we would what we'd start um uh what would be on our short list of studies of corridors in Santa Rosa that we could look at and based on on the work that the consultant has completed so I think I think that's a that's the good part of that story is is is we're beginning to break ground in that area and you know we have to we have to start somewhere um and it it addresses the concern about so much of our population is yet not comfortable riding on a class two and on arterial so what do we do with a you know an option would be the class ones or the class fours so um let's see that I'm thinking um we did we do include I've heard I heard Jennings a couple of times I heard the the the bridge over highway 101 that's included in the plan um have that has not changed so those both are in there um let's see I heard about implementation on on particularly the humble bike boulevard that was actually a project that I was involved in and that was a very challenging project and it was a lot working with the neighborhoods and we find that with bike boulevards we you know there's it it means a lot for the residents to engage in that conversation and it's it's a mixture of traffic calming treatments and trying to address you know bicycle movement through through an area so it can look different um based on the neighborhood and um so I would suspect that any other bike boulevards that we embark on it will be a same conversation with the residents that um are most impacted by um what we would put out there um let's see I I did hear about the connection with farmers lane and bandit valley road and I did meet with the southeast greenway and we talked through some of the concerns about that particular location and I don't have an aerial um with me but um I we understood that crossing there currently if you look at bandit valley road um and where it intersects with with farmers lane there's a crosswalk on what I call the east or the west leg on on a north south crosswalk on on bandit valley road so and there's a ped push button there so that you can cross there and a cyclist if they aren't comfortable with making a left onto farmers lane they could walk their bike through the crosswalk which is which is um acceptable there is an existing it's kind of a a goat path but we we could in an interim basis look at putting um a little pathway with an ac dyke on the south side of bandit valley to meet up to farmers lane that's something that we could look at in an interim and in the long term you know assuming and we had a conversation about farmers lane one of the commissioners had asked that question if you know if there's the political well and we get through you know all the questions about that project if that one that project and if a one that project gets um two you know two uh point where we're ready to actually build it that that full intersection would be designed to accommodate bicycle and pedestrian um access at that location so that's you know in the future so i think i have addressed all the things that i heard so if i'm missing something let me know um the one thing um was the hiring of the program coordinator that's included in the plan i know that that's going to be a tricky one and involves the city council or involves budgeting but could you maybe sort of elaborate on what that process would look like so the city council has a goal setting session at the end of this month and i do know that this is a very high interest of our bicycle and pedestrian advisory board and so um they have um committed themselves to talk to their individual account uh council appointees about um some of their you know their the plan and just some of the things that they have gleaned from this process and the bike pedestrian coordinator is one of those items and so frankly it's it's it's just you know it's a resource question and it's and it's um a council question about of all the things that we got on got going on at the city how does this fit into prioritization with um staff resources and and just priorities for the for the community so that's that's what i know right now okay great okay um questions of staff commissioner dug in well i have um questions and i have comments should i just do the questions why don't we just do the questions right now and then we'll we'll do the do the comments let's get all the questions out on the table so i actually have um like the four pages of questions and comments so what i might do is just do um sort of the highlights and i've got a copy to give to staff that sounds great just because i know four pages might at this hour you know people aren't going to like this okay okay so i've got specific comments on the attachments in the packet so attachment number one the recommended bikeways attachment um are all of the on-street improvements um considered for both sides of the street and um attachment number five on the first phase projects uh study item bb the class two bike lanes currently exist between west third and grenville road on stony point and i'm wondering why that's a study item and attachment number six uh table six four the studies um are all the studies that are listed today for for pedestrian or um bike improvements or both or you know which one are they for and it can kind of be made more clear in that table six four uh which what exactly is going to be studied and attachment eight from the packet the general plan um amendment text red line um what's the criteria can you include the criteria to determine which bikeway treatment a particular location receives and also i would i would love to see um part of the text amendment say that um class one bike paths should be of a predetermined minimum width in areas where there's an expectation for a large number of pedestrians as well as bicyclists because of the speed discrepancies between bicycling and walking okay so those are from the packet and now from the plan explicitly um page eight of the plan and page nine um both denote the climate action plan and the general plan goals about um greenhouse gas emission reduction and vehicle mile trip reductions and um they just note that we've got these pretty pretty ambitious goals that are coming due in 2020 which is only a year away and i'd love to see something here telling us how we are doing on meeting our goal let's see i don't know if i want to do all of these right now but just on page um 14 goals one and three uh the performance measure is where are we with those goals and page 54 and 56 of the plan um so the information on the pages um talk about crash information and the main causes of crashes and on the bicycle crash page it seems to indicate that the vast majority of crashes are due to the cyclist fault while on the next page the pedestrian collisions the vast majority are due to the the driver's fault and i'm wondering um is that correct it just seems like the driver should somehow have have more fault in the bike collisions and on page 60 um phase one improvements and i think that's the high intensity the um injury network page if i'm not mistaken so i it's not exactly clear if the um phase one improvements if the recommended phase one improvements are going to be concentrated in the areas of the highest um injury rate which is like on this map at stony point um from glenn brook to sabastopol road medicina from elliott to 10th street and steel lane from humble to the smart train path so if you could make that clear and also on um so page 86 a figure five two shows a class one bike path shown along santa rosa creek like rights underneath here and i'm wondering how feasible is it to connect to include a plan for a bike path um on a culverted um underground at creek okay on appendix a this is just a general request for all the the tables that appendix a includes would it be possible to add a column to all of the tables to to indicate the priority level for each of those projects you know the short term long term um low priority the opportunity projects that have been assigned to all of those projects and i think that's my questions i have more comments later okay any other questions can she call you it's it's hard to have a question after all of the good good questions um but i think i do have one that you might didn't ask um i just want to know a little bit more about how the priorities are they weighted were they weighted differently and like how do you you know did you compare you know by prioritizing the collision reduction over are kind of to see like where does equity play in in regards to that that way and those different priorities and mrs adams and mr nulls are you comfortable just collecting the questions now and then answering them more globally or do you want to respond to each commissioner's questions as they ask them i whatever the the commissioners would like to do like i i'm fine either way so what okay do you want your answers now well since i've planned to give you a copy of it of my comments my questions i'd be fine if they were responded to in writing at the next meeting i'm you know i don't know i don't know that you've got all the answers right now but well i think one of the issues is that you know we're being asked to we're being asked to do a resolution and and pass it along to city council so how how would we manage that yeah that that is the goal this evening to right to to get through that so i'm happy to um go through individual commissioner questions and then um so let's do that first so and so do i'll go i'll just go back to your question do is do you want to go through the rest of the commissioners and i'll just make list and then we'll go or how what's what's the preference of the commissioners well i'm looking for ease and efficiency here i don't know still be similar questions or questions that can be sort of answered in a narrative form that's what i'm looking for and so i'm going to ask for your expertise i'm sure the commissioners will be happy however they get an answer okay so let's let's start with um commissioner dugins questions now and i'm sorry i didn't attachment one i want to make sure i didn't i didn't get your your question so if you wouldn't mind repeating that so on attachment one it was um for the recommended bikeways are all of the indicated improvements for both sides of the street and looks like yes yes okay thank you okay and then question uh your question two had to do with attachment five and i believe it had to do with west third street yeah it's a study item bb it already there already are class two bike lanes between west third and um grindale road on stony point and i'm just wondering why that segments being studied our direct uh so good so studies are listed on page 108 all the individual studies here are there's a paragraph dedicated to each of them so if you're interested in note the criteria and what was to be studied it's there was 108 through 111 and so for benette that we're on third street study point sorry so starting points on 111 okay you also asked uh commissioner dugin um would they be bicycle or pedestrian uh i think i think the question is we don't know at this pay at this level of doing a citywide master plan and so all of these things would be evaluated bike and ped components maybe even transit is part of that and when you do the study to balance out the different modes so that would be idealized and all the studies would be looked at so it looks like it's just because of the high um injury rate on stony point because they're are you asking why it was a study and not a recommendation no i'm just wondering why we're studying when we already have existing infrastructure so in the paragraph here on page 111 if i can direct your attention to that yeah i'll read stony point road is an important artery of the bicycle and pedestrian network in santa rosa providing a north south connection across state route 12 from grover roads is a basketball road it's also a busy high speed arterial street with an average daily traffic volumes between 20 000 and 30 000 and posted speed limits of 35 to 40 miles per hour the corridor is also part of the high injury network for both bicyclists and pedestrians with a fatal or severe injury collisions occurring at higher frequency than other corridors in the community this plan update 2018 recommends this corridor be studied from grenville road to sabastable road for bicycle or pedestrian facilities that increase comfort and may reduce their frequency and severity of collisions okay is that justifying yeah that's that's fine okay i'm gonna go then to you had um attachment eight so you had some questions or suggestions on the red lines for the general plan so i want to make sure i captured those well i also had um the attachment six comment question oh uh you have the studies are they all for bike or pedestrian improvements but i guess it looks like they're all described here they would consider both okay thank you so then yeah attachment eight the question there so so what i again i want to make sure i captured i i wasn't writing that fast so i'm sorry so on attachment um for attachment eight i was saying what's the criteria to determine which bikeway treatment is a particular location it's going to be to receive you know why put it at to class two here or class three or whatever is it is a traffic volume traffic speed it's a mixture of a lot of different factors traffic volumes traffic speed where it's available sometimes we don't have that information so it's not a there's no computer model that went through and created this recommendation network and so it was case by case basis looking and measuring available right of way that we did do and make sure that there was space so that every recommendation is at least feasible given current considerations where there are trade-offs required that's where we identified study or if there was a minor trade-off or minor impact we talked with staff and kind of made a decision about things like so i guess with my comment here um i would like to see more language like that in the general plan text saying that this is how this is what the criteria depends on all these things so we that's why we can't tell you exactly why every street's not going to get a class two but you know depends on all these different things okay and then also the the um note about class one bike paths being of a certain minimum depending on and also depending on how much if they're expected to have a high rate of pedestrian use as well as bicycling use i would direct your attention to chapter four of the um facility guidelines so there's on page 60 of silly guidance it's shared use path and there's design features and there's uh talking about the widths there okay the next question that i got go ahead so so i just want to make sure um i'm i'm i want to clarify so duo i hear the commissioner suggesting that you would like to see and those criteria added to the general plan text amendment is that what i'm language saying how you arrive at what the treatment is like we we consider a bunch of different criteria including traffic volume speed injury rate right to to determine what treatment a particular um location receives is that i i just clear i'm just trying to get clarification that you want that as part of our of our text changes to the general plan that's okay got it perfect the next question i wrote down was how are we doing on meeting the goals of the climate action plan yeah that's outside of our purview for this study so i would ask if maybe planning staff or others have an update that they could share with that i'm sorry what what is the question well just by reference the climate action planner general planner included here saying that we're we've got all these ambitious goals to reduce greenhouse gas by 2020 which is only a year from now and i just said like do we know how we're doing are we going to work close to meeting our goals well um well as you may know we are due for a climate action plan update and i uh report and was earlier in uh was in 2018 we did provide a status update on basically how are we doing and the council um has tabled um and potential will be part of their council goal settings about revisiting our climate action plan and updating that plan and um refreshing that plan so that will be outside the scope of this project but they all dovetail together and ultimately our general plan sort of embraces all of that so as they as they get updated over time we we make all the adjustments that we can as they relate so for example when we update the climate action plan if it touches back down to the bike and ped plan we'll make those amendments as we update the climate action plan so as we go forward we try to make all those plans consistent okay the next question i wrote down was about the um looking at the goals and the performance measures and you were asking about if they if we have statistics on where we are today with some of those performance measures some of these are new and so the city's been collecting data and so it'd be at this point moving forward on these recommendations start to collect some of this data so you can report back so next time we're before you we can tell you definitively about how we're meeting some of these measures okay thank you some of them are reported through the census and so that information is available and reported in um the existing conditions chapter so like the ridership information here yeah is there okay the next question that i wrote down was about um how crashes are reported and how we've documented them here that's we get all information up from a statewide database that comes from and these are reported collisions where you are interviewed by a police officer or highway patrol and that gets confirmed in the database and so how they define the behaviors that that are at fault you know distracted walking distracted bicycling bicycling on the right side of the road can can lead for and at fault for bicyclists and so that's just kind of reflection of how those categories are determined i agree a lot of advocates would probably say more fault lies with the the vehicle but but uh or the driver but um that's just kind of how the law enforcement and maybe the reading of the vehicle code and reading of kind of the the situation on hand that's how they're recorded there so okay yeah we do know things like if we see a lot of uh riding on the wrong side of the road you know by the letter of the law the bicyclist is is violating but we have to ask ourselves why are they bicycling on the wrong side of the road probably because they have an uncomfortable crossing that what they would have to meet and it's more convenient more comfortable to go against traffic even though it could be less safe exactly right so there's that factors in to kind of a more macro level of what we're looking at here um so hopefully that maybe not satisfactorily but that's that's as good of information no i understand that that um that bad infrastructure leads to bad behavior yeah yeah phase one you asked about on page 60 if um if these improvements are correlated with hindering network and i will say and this also i think directs to commissioner calio's question about the weighting of different partisan criteria safety was weighted the highest and so we were looking specifically on were our projects on or off the hindering network and so if you were on the hindering network projects related to that were weighted higher and so yes that was looked at closely um yeah so i'll say that um the other were kind of equally weighted among equity gap closure connecting to major destinations and comfort but safety was the one that we thought we heard loud and clear from the community and with incidents on study point we wanted to make sure that was that was helping weight things at the higher end uh page 86 figure five two on senator creek or the feasibility of that um for most of the creek wide trails and working with steve brady we wanted to be consistent with the creek master plan and not through this process start to amend that already adopted an approved plan and so we were trying to be consistent he did provide us additional feasibility that has come out and additional studies that have been done since that plan and we've modified it based on his understanding and knowledge this was not one that came up so um our understanding is that it's still feasible given certain criteria so it's left in anything to add Nancy okay um you asked if implementation categories could be attached in appendix a i'd have to ask with staff if that's something that could be done i think they're they're not included just for legibility so that i know that the maps we tried to do as best we could with the quadrant maps in the zoom in but it's still a very large city and and so we wanted to provide those appendix tables so that people could see the street they could look up the road see the start end points and the link and the recommendation so we could see if adding another prioritization criteria um i think there's tradeoffs with providing that as well it's already in the map function but um again there is fluidity and flexibility on the staff perspective of moving things and so i don't want people to feel like if they see their project uh as a low priority that it'll never get accomplished i don't want people to feel locked in with that so there's a little bit of tradeoff of of assigning that to that project okay and the next one i think that was that's as far as i got and then why commissioner calia with the the weighting of the prioritization so hopefully i've answered that question i think that's a good batch but please more and i think that what would be most helpful if i can offer this to the commission is that if there are questions that would prevent you from tonight being willing to approve this that's i think what we'd want to hear most and if there are small corrections or additions please direct them to to nancy um hopefully that's amenable to staff and into the commission here tonight i'm willing to stay as long as is is necessary but i want to make that understanding to everybody that's here mr carter do you have any questions yeah i'll preface my questions by saying i'm generally in support of this plan because there's a lot of good stuff in there and i don't think we should let the perfect be the enemy of the good um i do have a couple small questions i don't think any of them will affect my vote but i'm going to go ahead and ask those real quickly so the study areas are not included in any of the general plan amendments but every recommendation all of the recommended changes are part of the general plan is that correct if you look at the first text it changes from 180 to 242 miles and that's that matches the table of the recommendation so i'm my assumption is the recommendations get folded into the general plan and my question is of the study areas if there if a recommendation comes out of those studies is it a separate process then to amend to amend the general plan yeah i actually yes i talked with um jessica jones that very question so you know once we get into you know a potential study of a corridor that will um you know that may may result in a designation that's currently not there or currently not in the plan as you know as it gets through the city council so that would require us to come back through with a general plan amendment which right and and one more just it's probably minor or just from my lack of complete knowledge the taylor mountain trail looks like the farmers lane extension are those two being designed or planned in concert or can they occur independently as far as my understanding is that they'd be happening concurrently that they would that there'd be part of that project would be building the trail as in addition to the extension of the road okay and there'd also i think i just want to point out it's hard to see because they're overlapping there are on street facilities also planned and then there would be a separate off street facility and finally sort of tagging on to that a comment that what i've heard tonight suggests that there should be a study area linking up the taylor mountain trail and the greenway but i don't think the plan is fatally flawed without it thank you thank you vice chair weeks any questions um just a couple real quick ones um um also on the study areas how are you going to prioritize which area to study first so that's a great question uh that will be a conversation i think starting with our bicycle and pedestrian advisory board um they are they have been a our beacon as we've gone through this process so we will certainly start there um with with that conversation and then we'll see see how it um uh it goes from there we've had a it's been a very interesting we've had a lot of public participation at on the bike and pedestrian boards throughout this process and it's that's been really uh and a very happy point for staff to see the residents come out and you know support things that they're seeing out there in san rosa so um i think that's that's where we're starting and we'll i'm certainly i'm sure we'll get the residents involved as as needed thank you and um i'm assuming that you consulted with the police department in their traffic section in developing this we did and jeff can um answer that because i think one of the stakeholder meetings we connected with with uh our police department staff we did and um also with former officer that led a lot of the saffords just not their lot of the um office of traffic safety uh education campaigns in the past and so that was a conversation around bringing those back and kind of continuing that effort with additional funding if it became available so yes enforcement and education uh for motorists iceless pedestrians is something that we heard loud and clear from the public and so that again is reflected here as a as a program that we think should be amplified and continue Mr. Peterson questions uh so i do have a couple questions um i'm gonna start sort of broad with i mean what what is this document's goal i mean is this a ambitious aspirational document is this a document that's designed to have specific uh checkboxes um sort of how do those interact and what's what are we looking at here basically sure so very first page in fact purpose of the plan i think that on page five really tries to outline that it's it is a document a tool for staff and for private development to have in the long-term development of the bicycle pedestrian network and so this is essentially an aspirational document that's long term with a couple of short-term ideas that came out of it that can be accomplished now we want to make sure that as you're seeing developments you're thinking about this plan in the back of your mind is a condition of development staff will be planning staff will be looking at as well so that they can be private development helping implement pieces of this plan in addition this will help the city be eligible and competitive for grant funding which we know that there's not enough funding through the tax base here alone to fund all the projects here and so grant funding competitive grant funding will be available luckily through sp1 and active transportation program every year there are 250 million dollars available and funding for exactly these types of projects here in school zones that are having high safety risks that need connections by bike or pet and so we've hopefully identified those in this plan so that you can find the money to to get this accomplished that's i think the goal it's aspirational but i think it's measured as well considering that getting this accomplished and meeting these goals is is an evolution not a revolution so with things like class four a pretty radical change to your roadway network i've seen communities where they try and kind of go ahead without doing the appropriate study studies are not to slow down the process they're to do it right and to do it with the community hand in hand that we just couldn't accomplish at a citywide level because there'll be impacts to residents about their parking potentially about commercial parking there could be impacts to delay i'm not saying that these things override the needs of bicyclists and pedestrians in their safety comfort but communities that have done that in advance have had a heavy pushback and some of these facilities have been taken out and so we want to make sure that we do this thoughtfully and respectfully and hopefully you build some good momentum off some small pieces that you see the benefits and it's done well and the community is part of that design process and that study you can start to build a great momentum and really get the ball rolling on these things and sort of related that when looking on page 14 when we look at these short-term long-term kind of goals the performance measures to complete the short-term project is by 2030 and high priority projects by 2040 sort of where did that seems like a long amount of time to me where did those numbers come from and and how is that a short-term kind of project it seems like a long way away but an understanding how slowly things especially in the public development occurs right now again that ATP program is is kind of looking at even the four years out that you can actually start to even begin to use that money for for projects if you're awarded design phase of a year moving through going out to bid for contractors built in the project I think that there's an opportunity I think the bicycle coalition mentioned this before something that I think that they're if I can critique my own plan there could be opportunities for short-term interventions pilot projects temporary materials that can go out and demonstrate some immediate safety impacts with just paint and ballards to demonstrate some of these longer-term ones and that's something that I think on a case-by-case basis staff can really go out and explore maybe part of these studies is they culminate and a preferred alternative that's then go you can go out and test it and that's something that maybe if the pilot works well you keep in place for the short-term while you're finding the funding or doing the final design 2030 I think is realistic for given that the number of short-term projects in 2040 again given those high priority projects a lot of funding is going to be developed and so it's not saying wait till 2040 but by that time we hope that you've cleared this deck and you have a new plan in place and you're thinking about 2080 and beyond and my my last one related to your your final point there with the new plan in place on again back to page five ideally maybe this is more for staff ideally a plan update should be reviewed every two years update maps project list priorities without with an agreement not to hold you strictly to it are we is that a realistic time frame is that truly an ideal time frame you know we're going to be looking at this in 2021 2025 so what we staff comes to the bike board every year with an annual work plan that really sets what we want to try to accomplish in terms of implementing the plan I think I'll say that I think it's the we've we've gone a pretty long time since we've had an update to the plan and and I think there's there's a happy medium that we have to try to balance you know maybe two years is is is a little ambitious but I think you know a 10 year 11 year range is is is a little bit more and I think what will happen is as part of the integrating the studies into the plan it'll force us to ask some questions and really you know give some more detail to just the plan itself and and help us keep it moving and I think that will help try to figure out what you know maybe it's not two years but maybe it's like five years and and the the beauty about that is it's the work effort is conceivably could be a little less you know jeff has spent a good time on on this because it's been on there's been a lot of old data that he had to work through so yeah thank you commissioner crepeke yeah just one real question what is the flexibility in this so I understand if we adopt I'll give you an example the one that just came to mind is one of the examples it's on here is a class 2 on hopper lane I know that there's a road diet to be coming on hopper lane and so if a road diet happens a class 2b would be applicable to that and make for more room and stuff like that so is it are we are we hard and fast on what classes or just what the goal is is if we adopt this so so your example was what hopper yeah so a part of our team and rob's here is we you know we try to to figure out what works best out there as we transition to a bike facility and you know we're doing one right now for eastry and we're trying to figure out what what's what kind of design would work would work best out there could we make it a class 2 with buffered bike lanes and so part of that evolution just comes when we get out there in the field and start looking at really how how traffic and bicycles and pedestrians interact out out in the field so I think there is flexibility and that is based just on the the individual location and the project that we're trying to figure out yeah yeah that was basically trying to get we're not gonna have to come back here and amend anything or anything like that it's okay there's discretion thank you okay any other questions yeah commissioner dug in so I'm thinking that we need to move the resolution for purposes of discussion before we do the comments is that our best method okay so let's get to that part would someone like to move the resolution I'll move the resolution of the planning commission of the city of Santa Rosa recommending to the city council the adoption of the bicycle and pedestrian master plan update 2018 an approval of a general plan amendment consistent with the master plan and waive for the reading and I'll second okay so that was moved by commissioner Pearson seconded by commissioner dug in and commissioner dug in you want to make your comments yeah I feel like I don't in any way want to hold up this process I think this is a great improvement on the adopted plan but I feel a little bit frustrated here because I feel like this was our our meeting to give you comments and maybe have some things incorporated in the plan so I feel a little bit of frustration there because I feel like I haven't had to say here and like my fellow commissioners haven't had a say to have some input here so that's where I'm starting from but anyway I do think I do think it's a great plan is a vast improvement on the last one it's clear and easy to read it's got all sorts of good information but as somebody who bicycles and walks most of the time and a lot of the time in the downtown area you know I have a lot of strong opinions about stuff where things could be improved and I also just this week this was just an interesting coincidence this week there's a website called USA streets blog.org people might be familiar with it they have a lot of things about urbanism and bike infrastructure pedestrian infrastructure and they had an article this week saying that Minneapolis and Seattle have both reduced their vehicle miles traveled into their downtown core over the past nine years by investing in bicycle infrastructure and transit and the connections between the two this was at the same time frame that Minneapolis grew by 30 000 residents and Seattle increased the jobs downtown by 45 000 so if they can do it with their climate and their topography you know it should be easy for us but I think we have to go sort of further than what we've got going here thanks as my nose flying the floor but the things that I would like to have say and and I'll give them to you as comments I think a lot about our current infrastructure is like some of it is pretty poorly done the right turn lanes that are striped for a cyclist to go straight ahead it causes you're just setting up people for a conflict if you want the cyclist to behave and be in that straight ahead bike lane while you've got a motorist wanting to turn right on red I mean I've been forced on the sidewalk by people trying to get me out of their way because they wanted to make their right turn and they didn't care who who was in front of them so I think that's a real bad problem and it's all over downtown it's all over the city in right turn lanes let's see I'm just trying to find my comments not my questions I think one way that this plan could better relate to the previous plan is it doesn't have information talking about what was in the previous plan and what of that plan was accomplished and if some of that plan was not accomplished has it been carried forward into this plan and why or why not you know is has had conditions changed so that some of those proposed projects in the 2010 plan are not applicable anymore but there's no kind of scorecard what was accomplished from that plan okay I fully support the goal to hire a bike ped coordinator I think the only way we're going to get our vehicle miles reduced is to really push on increasing our infrastructure and our transit connections and I think a full-time coordinator will would do that I think the vision zero idea is hugely ambitious and very difficult but I think it's a real important one let's see and just as far as specific improvements I think there's a couple of crossing places for both for bikes and pads specifically Benton street at Mendocino, Glenn street at college and Lomitas and Chenete where those crossings need to be enhanced or improved maybe with one of those hawk strike type beacons because traffic in both all three of those places is pretty high and it's pretty difficult to to cross in those locations and I was also curious to see on in appendix no it wasn't on the appendix there's one of the maps third street between E and Montgomery was called out as being a bicycle boulevard and that I know is a new proposal it wasn't in the previous bike plan but that portion third street between Brookwood and E carries 6600 cars a day which is far more than the 1500 that are that are good for a bike boulevard and I don't understand how like that why that rose to the top as being the best treatment for that that portion of third street and also my specific things are the loading zone that's at I think it's Healdsburg Avenue a street where that gets to seventh it used to be a flooring store now it's the museum part of that is striped as bike lane but it's also painted loading zone which is a carryover from the old flooring store people park there all the time and if you're a cyclist coming down in that bike lane you usually have to quickly get over because there are parked cars in that section and lots of times if there's traffic it's a real dangerous maneuver so I think the loading zone's got to be removed from that that section also the smart path crossing at Hearn Avenue and this comment comes about from a conversation with this a smart board member I complained about this to them they said that's the city's problem so the crossing there the bike path is in two segments across Hearn there's a solid concrete island with no crossing mechanism you can't walk across there unless you hop over the island you can't bike through there and the sign points you to go the wrong direction down the sidewalk or the streets in the bike lane to the light that's over at Dow Drive cross the street and then come back going the wrong direction on the sidewalk or the bike lane to the other segment of path and I asked the smart person what's going on with that and they said the city was going to come back and fix that crossing so I'm putting that out there and also just just a general comment about the document I know when you pull together a document like this over so much time and all the comments and hitting a deadline like this there are typos that happen there's one glaring one on page 147 and then there's also a couple of exhibits that are marked the same I think it's five seven happens in like two or three places so on 147 there's an incomplete sentence you can't tell what the sentence is talking about and so I just encourage you to proofread that and fix those and otherwise I'll just give you my comments and you can figure out what to do with them thanks so before I continue I'm concerned that everybody get heard up here and and and I don't want that that particularly Commissioner Tuggin who's quite the expert on this for that to get lost so how how will this go forward to council so there's capturing like her comments without us amending the resolution or amending the plan I mean I want to make sure that she gets heard and that those things get looked at by you I certainly think the staff report to to council could take care of what was accomplished in the prior plan and what isn't coming forward I think there's some clarifications that that could happen in the staff report but how do you see is our method of best making sure that everybody up here feels heard while we move the resolution along sure I I can see where there's a few things and I'll quickly address the smart crossing we actually have a project in design that's going to be constructed this year 2019 so we've been working on that so that should happen fairly soon a lot of a lot of the comments and questions that I heard were very specific and I know traffic engineering does a lot of these we get a lot of requests from from residents about just like your your commissioner Tuggin about the zoning the loading zone and the bike lane out there and specific crossings that you identified so I think the good thing is if we could provide that information to our team and I'll make sure that folks on our team are aware of your concerns related to specifics which I heard in your comments and we can address that in that manner things like and the right turn lane was another one I heard so things like the plan update we can address that in the staff report that we prepare for council we can have a little part of our analysis that would look at that and then you know that the typos and things like that those would be things that I have sorry Jeff I have my own little blue tags of typos so those are going to all get integrated into to Jeff's team and I think he's going to do you know one fill cleanup after we get through you know not only your review but the council and just you know just in terms of his contract work so I hope that answers your question and and commissioner sis go and just process okay yeah just this as long as we're capturing everything and you know again in an efficient way but so that we can move this forward and so everybody feels heard so okay commissioner call you any comments no commissioner carter no comments nice chair weeks um thank you for the report I think it was very thorough educated me I had a couple questions when I was reading it and by the time I was finished they were answered I do enthusiastically support your the position the bicycle pedestrian position but I know that's probably going to be a stretch but from back in the day when the police department had a bicycle outreach specialist it I think really was well worth the money but I know economic times are hard so but I am supportive of the plan okay commissioner Pearson I'd like to start by saying I think it's a really you can tell the incredible amount of work that went into this it's a very well put together thought out plan my frustration is much like commissioner dug ins I'm not exactly sure what we're doing here if we can't actually alter anything because my concern is that if this isn't ambitious aspirational document I'm not sure I'm seeing the level of ambition and the level of aspiration that I would want to see for a vision document like this we're you know the intergovernmental panel on climate change says that we've got till 2030 to get to you know net zero carbon emissions we've got very serious issues with vehicle miles traveled and what we hear from both the public comment tonight and the written comments that were submitted was what what the public wants to see if we're serious about getting people out of their cars and on the bikes is safety is it you know whether it's a separated bike lane or however it may be I can tell you from experience that it is not often a pleasant ride to ride around Santa Rosa and so with something like this where you know I I think that to take the climate action plan seriously to take you know getting people out of cars seriously we have to aim higher we have to have bigger goals in a shorter time frame however that's not really what's in front of us today and I think that with the idea that we can expect the specifics of the plan to be looked at maybe not every two years but at least sooner than 10 years I I can support this resolution you know again it's it's not perfect it's not exactly what I would want to see but I think it is a great improvement over the previous one and again obviously very well thought out and a lot of work went into it just I'd like to see a little bit more ambition Commissioner Creppy yeah I'm in favor of the plan just a couple comments I agree with the timeframe comment of my fellow commissioner we've proven that with rebuilding and with development we can prioritize things we can move things faster and so I think that's something that we get we could take on as a city to do the vision zero designated bike program staff and converting to vehicle miles travel they're all great love it and the only other thing I would say is for me I would like to see Barnes Road sidewalk put in phase one I have personally almost been hit by a car at least three times there and with the rebuild going on their families are moving back in and it just makes it for a safer circular you know whether it's families walking biking and the development the county on the other side of Dennis Lane makes for easier travel to see neighbors and stuff like that but as I said I'm in favor of this plan okay yeah tremendous amount of work in this plan which is what makes it difficult if we all have our own individual ideas for us to vote on that and then have it assessed and weighed it just makes it complicated but it's really important that that everybody's comments get addressed at the city council level or the staff has at least an attempt to take a look at you know what's been said and what the feasibility is I had the luxury of being on the waterways committee and this came in front of us some like two or three times with very specific segments of you know how the how the bike master plan would line up with with the waterways and creek master plan so a lot of evaluation a lot of assessment a lot of what's feasible a lot of how do we keep it flexible and and so I found the plan very readable the maps not so much but the narratives on the side yet the dots don't work for my aging eyes but the plan itself is it's very easy to read it makes sense I think it it portrays itself well and like most everybody up here I think the program coordinator is such an important need for this city and I know that it's really difficult with the times as they are but I would just recommend that those of us that feel that way make sure you contact your council member and express that because because what happens is when development happens it comes in front of staff and they're they're weighing all of the you know the zoning the general plan they're looking at the segments of the roadway does this meet the you know what what kind of class bike way gets here and and they're excellent at it but the idea of having somebody who's the coordinator of it who who can take a look and maybe see some of the more current methods and designs and can say this would work better here I just think that would be such a great thing for Santa Rosa and and again I know it's tough times but at least we can tell people what we what we want with it so madam chair yes if I may first just a overall reflection the process is going as it is supposed to and I know it can be frustrating to feel like you're at the tail end and you're asked to make a recommendation substantial plan for the city but the process the workshop so the workshopping was with the community the waterways advisory committee quite a few sessions with the bicycle advisory committee which is the appointed body that is what that is one of their primary purposes is to workshop these plans with the community they've done that work and now it's to you is in terms of a how it relates to our land use plans and that is kind of the hat that you wear though some of you have a lot of experience and interest in the details of this you do sort of have a higher level review of this but that said so we are looking for a number of things tonight and I know it's valentine's day night but we're we're doing good so far and I think we can get through it all of your comments can be forwarded you can have strong comments if you know I hear there's a lot of themes coming from all the commissioners about elements of the plans or the program proposals for you know the coordinator position and whatnot all those comments can be forwarded uh Commissioner Duggan has a lot of them but that doesn't mean that they can't all be forwarded on the part of the commission and in addition to all the the other ones that other commissioners have added and you can recommend changes we can attach that to the resolution so you're not making the changes because you're a recommending authority but the council will listen to your recommendation and they that's what you're here to to do so if you can sort out what are general comments and one of them is is really showing your support bypassing the resolution forwarding comments and then if you have specific recommended changes and even if they're big that's that's what you are here to do so if you think it's you want to change the horizon you want to make it more aggressive in certain areas then go ahead and that is your purview you have the right to do that and we will forward that on okay so anybody wanting to make a grand change I mean I think one change that we could entertain is your is your suggestion to the text to make sure that there's clarifying language or more of it how we get here to the you know a text amendment I would certainly be in favor of including that as part of an amendment to the to our resolution so I don't know how other people feel about that Commissioner Carter you okay with doing that adding that in okay well they were telling us that we do have the ability to amend things or recommend amendments and Commissioner Duggan had made a relatively simple one for us to entertain was a text where the text amendment would be describing where did I write it how how much treatment was chosen yeah how each treatment was chosen so that the criteria is better explained in the text itself I think that's something that we we could propose to amend our our resolution for that oh you've got that okay and um chair sister sir what what exactly are we proposing here these these aren't amendments to the resolution well the this one was a a question about the general plan text it was in the in the packet and how it was going to be revised for this document and I asked if it could include the criteria for how each different bikeway treatment was arrived at language to that right and so how is how is that being attached to the resolution I guess is my question yeah so or what what are we what would we be voting on yeah so miss crocker probably is going to have to give us some help here I mean typically when we have you know we'd have the resolution with the text amendment and we've we've already you know we're entertaining a discussion it seems to me that we could say as part of our resolution we're mending it but we need help so the way that we have handled this in the past with our specific plans is you know if there are general comments that you don't necessarily you know want to make a change to the plan but you just have comments that you wanted forward on to the commission we would do that through in our staff report there's a section of the staff report that goes to council that has the commission's action and we say what your action was and then we include comments that were provided by the commission so and then if there are you know a very specific list of things that perhaps commissioner dug in wants we can that can be an attachment to the staff report but if the commission has changes that they want to make to the document itself what we have done in the past is in the resolution as part of and I think it's typically done at the end where where it's now therefore be resolved that the commission is making this recommendation to the council with the changes identified in attachment a to the resolution and so then we would include an attachment to that resolution that specifically lists each change that you want on page 54 we want to change the text to be x so you can give us very specific changes that you want made that would be included in a list as part of the resolution does that make sense it does make sense the issue is how do we all agree on some of these things that are very specific that's my issue is like how do we get to something that I know we can all agree on versus I know nothing about Barnes Avenue I don't read it sort of like how do we get there so my question would be how do we even do that when it was a conversation going on of oh well we do this and this and this comes into factor if it's if we're going to amend it we need to have or would have to do a friendly amendment but we have to know what we're doing exactly that's what I'm saying like how do we that would be the method but I don't know yeah so we want to sit here and determine the verbiage right now is that worth the text clarification because I heard a lot of different things I'm sorry I was talking to our attorney was there a question my my concern is this you know commissioner Duggan has a lot of comments and we could take the time to discuss each of those among ourselves and and do a straw vote or a you know whatever one of our Rosenbergs things that we never do to decide whether to include those who are as amendments or we can just let her comments be her comments and the one that we I think we can agree on is the clarification or as to the text yeah I mean I think if there are some big ticket items like that that all the commissioners agree on we can certainly put that into the resolution which is much more formal but there were a lot of comments that were made and so all of those comments can be forwarded to the council for their consideration as part of the staff report the concern is that if there are changes that you really want made putting it into the resolution it makes it much more formal and more likely for those changes to actually get incorporated so that that would be my only caution right okay so we did hear a lot of comments yeah we're I don't know that there were a huge amount of specific changes right well that's why I'm way and heavy on the text because that one I definitely heard is a potential change that we could work with I'm gonna make a stab at this so I think we all agree that Commissioner Dugan's assuming that the commissioners all support her suggestion to add in the general plan text amendment some clarifying language about how we determine those different categories for facilities so I see a lot of I see some head nodding so that was that seemed to be pretty pretty obvious and then when I listened to the commissioners with their comments I heard some some some reoccurring themes I heard the the bike head coordinator was a seemed to be a reoccurring concern that that may may warrant rising to you know the bringing that to the council's attention I heard the the time frame of the bike plan update as as another kind of reoccurring item that some of the commissioners mentioned so those I and I heard VMT and Vision Zero also things that were reoccurring in the conversations amongst the commissioner so I think I've captured those but a lot of other things that I heard were more specific to an individual like Barnes Road I don't want to pick on Commissioner on on that one but the but they were very specific and and I know because you're doing had a quite a few very specific things which we could get those you know addressed separately from you know the council conversation so the red lines adding the general plan about the criteria for classification for categories bikeways one item the bike coordinator another item the time frame of the plan how frequently we update it the VMT and the vision zero were the kind of the big ticket items that I heard to reoccur in the conversation so yeah except that the our support of Vision Zero VMT the program aren't really changes they're in the plan and we are so that wouldn't really be something that we would address in the resolution maybe the timing of the that would be maybe the other change but those we got change versus we have support for things that are already existing in the plan so and that could be I mean those could be part of the staff report that said the commissioners these these these these elements of the of the plan were important to the commissioners and we could do that separately in the staff report as just as alluded to and quite frankly I'm I'm really only hearing this general plan text amendment which would be attached to the resolution anyway that's all I can come up with everything else sounds like it needs to be handled in the staff report otherwise we're we're going to get bogged down in little details that maybe some of us aren't familiar with or comfortable to vote and we're going to end up backed with the way it is so if I can add something to commissioners it's true the bike coordinator and the vision zero are included in this plan but they are also say like consider doing this consider doing that and we're just saying I'd like to see it in the staff report that the planning commission would like to see this happen like yes feel strongly about this we don't we don't want it to be kind of a maybe considerate if the money's there because that will never happen I absolutely agree with that and that's a and that way we could we could certainly do that yes so what we're talking about here is an idea for those recurring themes that that we're kind of identifying that those could be forwarded in the staff report as the strong recommendations that we talked about earlier even the text amendment could be forwarded as a strong recommendation if we don't want to get involved in the friendly amendment and all that okay might we might want to just stay persistent and just stick with correct so we could have strong recommendations and then we could have all of the comments also be forwarded but the way that we write up the staff report it would indicate you know for example this new position as you state we really strongly recommend that this be something that is elevated that is done you know as a priority item so we could separate them out in that fashion which kind of showing consensus of the Commission for all of these items and then here's everything else that we recommend okay to be comfortable with that we'll just be consistent we won't amend the resolution and those strong recommendations will go forward okay I think we're ready to vote okay so the resolution was moved by Commissioner Pearson it was seconded by Commissioner Duggan and your votes please and that passes with seven eyes and that concludes our business tonight maybe we'll get dinner for Valentine's Day maybe not so with that we'll close the meeting and adjourn to our February 28th meeting


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Good morning, everyone. I think thank you for having me here and for giving us the opportunity to present this report that we've created with Temasek and Google. Few key messages, and really I'll focus as much on what the findings are, but also a little bit on what's the implication for us, in particular from a marketing and digital marketing standpoint. I think the first, and I hope you can all hear me clearly. The first big point here is that there is a fundamental shift in both the income demographic and in consumption patterns. It's already happened and it's expected to further accelerate. So if you look at what we're calling lower middle and upper middle, and sorry, what we're calling upper middle and high income households, there are about 117 million today in 2022. By 2030, that number is going to become around 195 million. So we're going to be adding in the next eight years almost the entire number of households that exist in that income strata today. That's an additional 80 million households in that income strata, all of them extremely connected, extremely high in terms of disposable income, willingness to spend, and so on. So that's really fundamentally the, and of course this is something which will impact not just digital, but will impact digital perhaps more than it does other channels. We have a very large quantity of consumers on the internet today, but what's more interesting actually is the quality of what they're doing online. So if I look at time spent online, six and a half hours, I mean it sounds funny, but it's six and a half hours per day per user on the internet. And this is higher than evolved economies like China, 700 million internet users. Number two, they're spending a lot of time on social media, there's 470 million folks on social media spending the highest, even if you compare it to developed markets like the US. So that's really high quality engagement over there. Video off the charts, 1.6 hours a day, and of course digital payments, which we all know about, where India has absolutely leapfrogged all other economies. We have 350 million digital payment users, that's one fourth of the population. And that's the number of transactions per capita, 65 transactions per person per year. So it's not just about the quantity of people online, I think that's existed for a while now, but it's about the quality of the time that they're spending and the multiple types of things they're doing from discovery to engaging with others, to engaging with content, to actually making transactions and purchases. And we're at the tipping point, right? So 220 million shopped online, 110 million made purchases in game, 65 million people ordered food online.  And it's just getting started because if you look at the internet economy, which today is about $170 billion, it's about half of the technology sector. It was only 15% 10 years ago. That's expected to become about 60% and to become a trillion dollar economy. And it's happening across e-commerce. Of course, that's the one that gets spoken about the most, B2C e-commerce. That's going to grow five or six times over the next eight years. B2B e-commerce is another big one in different companies slowly starting to make strides. In fact, even in setting up their own B2B systems, that's how big this channel is going to become. Of course, there's SaaS, travel, online media, which is very, very big, food delivery, ed tech, and so on. So across sectors, and what we're seeing happen with a lot of our clients is that this creates an ecosystem opportunity. 80% of consumers now actually begin with search in terms of if they're looking for something, top of the funnel happens online. Middle of the funnel, which really is discovery and search, happens online. And the material amount of transactions also happen online. So it's an ecosystem effect, really, that's kicking in at an enormous order of magnitude. And I'm just going to cover, I think, one of the most important messages for this group. And of course, we know, I think, a lot has happened from a back-end infrastructure perspective. Be it, you know, Aadhar, the fact that today all our documents are available online, it's paperless. UPI, and we saw the payment statistic earlier in terms of how much India has leapfrogged on payments per capita. And more and more, I think, privacy and how data is shared is also becoming an important enabler to provide more trust security as consumers continue to spend more time, both in terms of spending more time and spending more time doing more things across platforms. And, you know, I think the interesting thing here is it's not just about Mumbai and Delhi and Hyderabad and Calcutta and so on. In fact, it's not just about the top 60 cities. It's about as much and will become more and more so about tier two India. And that's how we think about how we reach our consumers. This means that the internet today is well poised for most brands to actually be even the sole source of the entire funnel, in terms of how we're reaching them from above the line perspective, how we're able to convert them into interest-based groups, how we're finally able to convert that into business. All of that can happen on the internet now because tier two is really going to be very, very material. It's already material today. I don't think we realize that enough because we still tend to think of, you know, if you look at digital marketing plans on most brands, they tend to say, okay, we'll do top-up reach or we'll do stuff on Instagram for top five, top 10 million consumers. But when you start thinking about tier two, that's a very material opportunity, but equally it's a very big shift in mindset in terms of how we think about digital as a medium, both from a reach as well as a commerce perspective.  They spend more time online and they spend a lot of time on digital services. In fact, in some cases, more time on digital services. So if you look at food delivery, they're spending a little bit more time. If you look at education, they're spending 60% more time. Net-Net, this is a sophisticated and evolved digital consumer. The tier two consumer is not different from tier one. In fact, is demonstrating even more levels of engagement across the various gamut of activities compared to tier one consumers. Tier two consumers also trust local, relatable influencers more than celebrities. And this, I know the entire influencer marketing piece is often, it's something people have become cognizant of in the last, you know, I'd say seven, eight years, but something that's really gaining more and more traction today. And there's a big shift, as we all know, that's happening from, you know, first it was celebrity to macro influencer, now it's macro influencer to micro influencer, micro to nano. From English language content to vernacular, we know vernacular works better in tier two markets. And so do vernacular influencers. So really there's a very, very big shift from, and if you look at the data points before and take this one as well, there's a very big shift in terms of how we think about how our brands reach our consumers. Where do we reach them? What kind of messages do we reach them with? Who are the ambassadors or the celebrities or the influencers of that message? It requires a very big mindset shift versus what was happening, let's say, what's happening today and definitely what was happening three, four years ago. And this really also then opens up the need to have enabling technologies around, you know, first party data is a big one, but you're actually able to segment consumers because while T2 consumers and T1 consumers are similar in their propensity to spend, what interests them, which influencers appeal the most to them, what products they're likely to buy, what pack sizes they're likely to buy, what their journey is likely to be, which language they want to consume content in, all of these things are quite different. So more and more it's becoming important not to just go one to many in a broad based manner, but to go many to many and to do it online and to do it in a segmented manner. They're also more open to experimenting with new brands. I mean, who would have thought of this? Because you would assume that, and you know, as you're having run multiple brands earlier myself, we always looked at T1 as the, or the top cities is the biggest source of threat in terms of insurgent brands coming in. Yes, that's typically where they start because it's where they're able to reach the fastest or at least where they spend the proportionate amount of their investments. But more and more that threat is going to go across markets because T2 consumers are as open or more open, in fact, if you look at this data, to try out new brands and products. So no longer is it that, you know, we think of core brands servicing a bulk of the country through traditional marketing models and new brands coming in just at the top amongst the select premium set. It's a when not if question that technology will open up this battlefield to make it a far more level playing field without the traditional sources of comparative advantage existing for the large brands. And they also have an underlying preference for made in India and they also want personalization. A personalization, of course, has always been, it's been a buzzword for a while. But more and more, if you just look at the data in terms of what people are responding to, the fact that different advertising for different cohorts gives you far more engagement. The fact that different people buy different packs. So personalization is the journey has begun. But as you think about personalization, not just for, you know, T1 separate in the rest of India separate, but you actually start looking at T1 and T2 and breaking that up. There is a lot to be done. And personalization does not mean we, you know, customize the product formulation for every individual. That's the most extreme form of it. What it really means is having the most relevant offering both from a proposition perspective, medium of reach perspective, and finally, you know, product perspective, having a relevant version of that is very, very important. And here are large organizations. They have started doing a lot of audience segmentation seeing the benefits, first party data. Again, I think I'd say basic level of use across most organizations, but really getting to very good in terms of actually being able to run that engine where you're able to look at, you know, break up audiences into smaller cohorts, target them with customized messaging, measure the differential impact of having done that, and then close the feedback loop. I think that's an area of big shift that's required. As we think about how to win, not just with T1, but T1 and T2 online. And, you know, I think the, maybe I'll spend a bit of time on this. Large organizations are responding, and there's typically three, four big models that exist. I think the first is, yes, at the bare minimum, there is a disproportionate focus and an independent setup for e-commerce, and in some cases, even for digital brands. Two, incubation of new brands in-house. Organizations are realizing that you can't just win with core brands anymore. You need to have a portfolio, and a portfolio that has multiple smaller brands versus just two or three very large brands. So organizations are setting up different, you know, incubation cells. The third is the entire piece around investment and partnerships, which many examples of which you see over here where organizations are making large investments. You know, each, you know, for example, most companies have their own venture fund equivalent. They make minority investments. Some of them are doing outright acquisitions, but there is a buying of brands and buying of capabilities and then insourcing them into the mother organization. That is the third route that's being taken. And fourth, of course, there's the ecosystem route, you know, and you can define ecosystem as content and commerce, so you can define it as, you know, having one app with multiple different options from, you know, engagement to purchase. But there's different types. It is D2C is another big one, but really the fourth is around building ecosystems. So these are kind of the four big things that large, more traditional organizations are starting to do. And if you look at the names on this chart, these are, you know, deeply entrenched, incumbent traditional organizations. They've been around for a very, very long time. But just look at how aggressive they're getting in terms of doing one or multiple of the four things that I've just mentioned. So what does all this really sort of mean for us? I think, and there's seven imperatives that we need, and this is where I'm gonna spend the most time, seven imperatives for us as I would call more traditional businesses or more traditional brand or marketing organizations. The first, you know, mind share and market share are becoming more and more similar. Historically, distribution advantages were a big driver of differential market share. So you could have a brand that had lower mind share, but because it was more available, would have higher market share than mind share. So, you know, share of market greater than brand power. That is changing. It's changing first at the top, but if you look at all the statistics around T2, it's a when not if question that it will change across. And therefore, building mind share is very, very, is a single, it was always very important for brands, but its relative importance will continue to grow. And the big shift over there will be, it's not just about core brands. It's not just about a few consumer cohorts. It's about multiple brands playing the portfolio and being able to personalize leveraging first party data. So that's really the first big shift and the first imperative to help businesses to date thrive tomorrow. The second is convenience. Now, we've seen this across some of the chart, but more broadly speaking, UI UX is becoming very, very important. So if you have a D2C website and it's giving a simple example here, how fast that page loads and how many clicks you have from selecting the product to being able to buy it, what is the order of the various images or the content that I put on the page when I'm trying to convert a shopper. All of these things make a huge difference because ultimately you have a very limited window to be able to reach, impact, and finally monetize the interest of consumers. So that's a different mindset where organizations, now in fact, there's going to more and more be even in traditional organizations, a tech way of thinking about the consumer experience. Third, we've spoken about personalization. The important thing on personalization, again, I'll reinforce that it's not about different products for everyone, but it's really about saying, if I segment the market well into the most meaningful cohorts that are different from each other, am I able to add scale, because it's not about one million people or five million people, it's about, how can I do this with 50 million people? Can I add scale, tailor my messaging and tailor my consumer journey to each of these cohorts? Because you've seen it, it's not just about T1, even T2 cities and towns as we've seen there, they are willing to pay for personalization. And we've seen the data time and time over again that when you do have a customized creative with a vernacular, with a micro or nano influencer in the vernacular, it gives you much higher click-through rate, much higher engagement rate. So we just need to find as FMCG marketing organizations really a way to be able to do this at scale. Everyone's got successful pilots running over here, but if you look at how many are doing it at scale, but they're reaching 10, 15, 20, 50 million consumers, I think there's a pretty big drop off over there. And of course, I think the point around values over values, it is yes, you do need to bring your brand to the front in terms of what it's saying, what its values are, because the playing field is much more equalized. And if you look at, most brands will be available online. They're competing on a level playing field. So all the more what your brand stands for. And by the way, even on the product front, I mean, in many cases, a lot of brands have products which test parity. We always assume our products are absolutely the best as a company, but typically, parities cause a very common. So really the brand needs to be front and center and communicate its values. And what a better medium than actually the, any of these digital mediums where there's extremely high levels of engagement from both T1 and T2 consumers. And so that's really the first part of the consumer. But if I then look at, at the back end, what do organizations need to do? I think first is they need to venture into brave new worlds. And this really is a very broad phase for a different approach to innovation. Who would have thought that it is an acceptable model to launch 25 products and know that only one of them will succeed and actually plan for the failure and the removal of 24 products. That is very, you know, antithetical to how a large organization thinks about where every launch is expected to succeed, but actually almost none of them do. So how we do innovation, how we do pack price architecture or e-commerce and so whole set of things. Those are the brave new worlds that organizations now need to get into in terms of tapping into the power of digital. That's one. To the operating model, and we've in a lot of our work with our clients, we've seen that it's the operating model that actually makes or breaks this. Because eventually you get with time the right intent. So, you know, typically digital strategy in portfolio gets done. But then when the work is actually happening, very traditional organization structures and traditional workflows actually come in the way of the speed required to run these digitally forward businesses. You know, so for example, performance marketing is a daily sport. It's not a weekly sport. It's no longer about, you know, briefing your agency on the 15th of the, whatever, maybe the 10th of the month for those of us who get out in time or for the next month, locking in the campaign by the 20th and then just doing nothing for a full month with regard to advertising. You actually need to do this on a daily basis. And it's not just about performance marketing. That's the most evident one because it's immediately monetizable. But it's also true for content into commerce. It's true for, you know, what social media posts. You know, one of the brands which I used to run, we moved it to a place where we did nine posts a day and we got 50 million organic free impressions a month. But that required a certain daily clock speed that typical structures don't have. And then of course, there's the questions around, you know, where should performance marketing lie? And so there's a whole set of operating model questions. And that's really what operating model 2.0 is, which is to say what's the right structure, governance, division of responsibilities and ways of working that enables one to make a shift from a traditional organization to a more digitally forward organization. And of course, what's the career path for the right kind of talent? Because it's not the same. Yes, the fundamentals are the same and you do need a lot of the talent that has been very successful so far, but you do also need more and more, you know, specialists in a lot of these areas, you know, content, not advertising, performance marketing, not brand building, so on and so forth. And the third bit, which I alluded to, this is the seventh point I'll wrap up here, is really the new revenue stream. So what we call it being as Engine 2, is really what a lot of these organizations are doing organically. So if you look at new brand incubation in a lot of very large organizations, you know, if you look at Leavers, if you look at Marico, lots of Engine 2, lots of new brands coming in, organically, but also inorganically. So the biggest, the first big piece is actually setting up these new business units that can incubate or acquire new brands that's on the brand side. And equally, there's new revenue streams that link in from a capability perspective. So that's really the summary of the key messages. I think it's to say that, yes, of course, we know the world is changing and everyone's been saying that for a very, very long time. But actually, if I look at the last three to four years and if I look at what's going to happen over the next four to five years, we really are at a tipping point when it comes to digital and how we use this medium not just to survive, but for our brands to actually thrive. Thank you.