Safe Routes To Schools Marin

What Safe Routes To Schools Marin does

Safe Routes to Schools Marin (SR2S) is a county-administered public program operated by the Transportation Authority of Marin (TAM) that promotes walking, biking, carpooling, and bus use among K-12 students across 60 schools in Marin County, California, serving more than 29,000 students. Founded in 2000 and institutionalized under TAM in 2005, the program operates through six integrated focus areas — Education (League Certified Instructors teach pedestrian and bicycle safety in grades 2-12 classrooms), Encouragement (events such as Walk & Roll Wednesdays, Bike to School Day, Bike Hero Awards), Engineering (infrastructure improvements), Engagement (law enforcement partnerships), Evaluation (Power BI dashboard tracking travel modes since 2008 and Eco-Counter sensor counts), and Equity (bilingual services for Spanish-speaking families and Title One school focus). Marin students walk or bike to school at a rate of 32%, nearly triple the 11% national average.

The program is funded primarily through a dedicated ½-cent Marin transportation sales tax (originally approved 2004, renewed via Measure AA in 2018 through 2038) that allocates 11% to Safe Routes programs, crossing guards, and infrastructure. Additional funding comes from federal transportation grants (SAFETEA-LU, Transportation Alternatives program), Marin Health and Human Services equity grants ($24,000 in 2026, 11th year), and the Marin Community Foundation. Implementation is executed by Parametrix as the operational consultant, with Marin County Bicycle Coalition handling bike programming and Bay Area Bike Mobile providing mobile repair services. All services are delivered free of charge to participating schools and families. Cumulative infrastructure investment totals more than $40 million across 150+ completed projects (sidewalks, crosswalks, bike lanes).

Key technology assets include the SR2S Dashboard, an interactive Power BI tool displaying student travel mode trends across participating schools from 2008 to present, and Eco-Counter pressure tube and infrared sensors deployed at school sites to count active transportation users. The program operates 96+ crossing guards (up from 54 when first implemented in 2006), engages approximately 10,000 students annually through safety classes, and reaches roughly 45,000 students annually through Walk & Roll Wednesday events. Recent leadership transition placed Erin Kahn as Program Director in June 2026, succeeding Gwen Froh who led the program for 12 of her 21 years with the organization.

Name

Safe Routes To Schools Marin

Legal name

Transportation Authority of Marin

Website

https://saferoutestoschools.org

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

11–50 employees

Short description

Safe Routes to Schools Marin is a county-administered public program promoting walking, biking, and safe transportation to school for over 29,000 K-12 students across 60 Marin County schools, delivered free through classroom education, encouragement events, and infrastructure improvements funded by a dedicated transportation sales tax.

Ownership category

akta.pro rank

Product category

Active Transportation Education Services

NAICS

Regulation and Administration of Transportation Programs (926120)

SIC

Transportation Services (4700), Services-Educational Services (8200)

akta.pro primary industry

School Zone & Child Safety Systems (School Zone Flashers, Crossing Control, Speed Enforcement) (TLAJAGAJ)

akta.pro secondary industries

Planning, Zoning, Permitting & Code Enforcement (BPAIACAE), Traffic Engineering, Wayfinding & Curb/Loading Zone Management (EDALAKAK)

Keywords

• Active transportation programs
• School safety education
• Pedestrian safety training
• Bicycle safety education
• Safe routes infrastructure

Headquarters

HQ city

San Rafael

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Transportation Sales Tax Funding: In November 2004, voters passed a ½-cent, 20-year transportation sales tax (renewed as Measure AA in 2018) dedicating 11% for Safe Routes to Schools programs, crossing guards, and Safe Routes infrastructure. TAM's Safe Access to School program includes Crossing Guard program (96+ crossing guards), Safe Pathways program ($2.5M funding every two years), and Education and Encouragement program.
2. Grants: Marin Health and Human Services awarded $24,000 grant (11th year of partnership) to enhance equity in SR2S education and encouragement programs at Title One schools. Marin Community Foundation provided $25,000 grant in 2000.
3. Federal Transportation Funding: SAFETEA-LU federal transportation bill (2005) provided $612 million for national Safe Routes to Schools program. Transportation Alternatives program continues to offer competitive funding.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Safe Routes to Schools Marin is a public program administered by the Transportation Authority of Marin (TAM) that promotes walking, biking, carpooling, and bus use among K-12 students across Marin County. The program delivers pedestrian and bicycle safety education, encouragement events, infrastructure planning, task force coordination, and data evaluation services to 60 schools serving over 29,000 students. Services are provided free of charge to participating schools and families.

Product overview

Safe Routes to Schools (SR2S) is a unified program administered by the Transportation Authority of Marin that promotes walking, biking, carpooling, and bus use among Marin County students. The program operates across 60 schools serving over 29,000 students through six integrated focus areas: Education (classroom lessons and bike rodeos taught by League Certified Instructors), Encouragement (events, contests, and volunteer toolkits), Engineering (infrastructure planning), Engagement (law enforcement partnerships), Evaluation (travel surveys and data dashboards), and Equity (bilingual services and accessibility). Key offerings include the SR2S Dashboard (Power BI-based travel mode tracking), Suggested Route Maps, Student Travel Surveys, Crossing Guard Program, E-Bike Education Resources, Task Forces in 12 geographic areas, and the Marin County School Access Safety Action Plan. Events include Walk & Roll Wednesdays, Bike to School Day, Bike Hero Awards, Buddy Up Contests, Park & Walk campaigns, and remote learning resources available in Spanish.

Differentiator

Problem solved

Functional benefit

Products and services

• SR2S Education Program Classroom and hands-on lessons teaching pedestrian and bicycle safety skills to K-12 students in grades 2-12. Curriculum aligned with Health Education Content Standards for California, taught by League Certified Instructors.
• Encouragement Activities Program Events, contests, and promotional materials encouraging children and families to try walking and biking to school. Includes volunteer-organized welcome tables, Walk & Roll Wednesdays, contests, and incentive programs serving approximately 45,000 students annually.
• Task Forces Facilitated community groups bringing together school volunteers, school district staff, and jurisdictional staff to discuss infrastructure, enforcement, and district-wide promotion. Currently operates task forces across 12 geographic areas in Marin County.
• E-Bike Education Resources Educational materials and resources for parents, school administrators, and law enforcement about e-bike safety. Covers Class 1, 2, and 3 e-bikes, California AB 1778 law, and the distinction between legal e-bikes and non-compliant e-motos.
• Marin County School Access Safety Action Plan Countywide data-driven roadmap for safer student access to schools led by TAM with federal Safe Streets and Roads for All funding. Delivers crash trend analysis, High-Injury Network mapping, safety audits, and site-specific improvement plans for 10 priority areas.
• SR2S Dashboard Interactive online tool built on Power BI displaying travel mode trends at participating schools. Shows data from 2008 to present, with filters for active trips, green trips, travel mode share, and insights.
• Suggested Route Maps Safe walking and biking route maps for students organized by school district. Maps indicate recommended routes, crosswalks, and safety features to help families plan active commutes to school.
• Crossing Guard Program TAM-administered program providing over 96 crossing guards to Marin County schools. Enhances safety and helps reduce parental reluctance to allow children to walk or bicycle to school.
• Student Travel Surveys Semester classroom tallies where teachers record how students travel to school over a three-day period. Results are compiled in the SR2S Dashboard and used for program evaluation and tracking long-term behavior change.
• Remote Learning Resources Online courses with video lessons and downloadable materials for pedestrian and bicycle safety education. Includes Spanish-language versions and grade-specific content from grades 1-8.

Quantifiable outcome

• 32% of Marin students walk or bike to school (triple the 11% national average)
• +4 more outcomes

Named customers7 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature2 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• Transportation Authority of Marin (TAM)coreStrategic or Co-development Partner · 1 January 2005TAM took over the SR2S program in 2005 and administers it as a core program. TAM's Safe Access to School program includes the Crossing Guard program (96+ crossing guards), Safe Pathways program ($2.5M funding every two years), and Education and Encouragement program. A citizens oversight committee evaluates all programs annually.
• Marin County Bicycle Coalition (MCBC)coreStrategic or Co-development PartnerMCBC was originally funded by NHTSA in August 2000 along with Walk Boston to develop the national model Safe Routes to Schools program. Currently partners on bike donation programs, including the Cory's Ride earn-a-bike program that donates bikes to families who cannot afford them.
• Bay Area Bike MobileminorStrategic or Co-development PartnerSafe Routes enjoys a partnership with Bay Area Bike Mobile to provide simple maintenance repairs and equipment for constituents who may not have access to bike repair shops. Safe Routes has annually scheduled half a dozen student-instructed repair days at Marin Schools for over five years.
• Parisi Transportation ConsultingminorImplementation/ SI/ Consulting PartnerTransportation consulting firm that assisted pilot schools in developing plans for engineering solutions for safety issues on routes to schools in Mill Valley and Ross Valley during the initial pilot program.
• ParametrixcoreImplementation/ SI/ Consulting PartnerConsulting firm responsible for implementing the Safe Routes to Schools program. Provides day-to-day SR2S operations including geospatial analyses, coordinating walk audits, and overall program management. Jen Shriber serves as Transportation Planner at Parametrix.
• Walk BostonminorStrategic or Co-development PartnerWalk Boston was funded by NHTSA in August 2000 along with Marin County Bicycle Coalition to develop the national model Safe Routes to Schools program in Arlington, MA.
• Sustainable Schools MarinminorStrategic or Co-development PartnerPartner organization that co-hosts Walk and Roll events at schools like Hamilton Meadow Park in Novato, supporting active transportation programs and event coordination.

Scale indicators8 records

Recent moves8 records

Expansion highlights5 records

Emerging players

• Bike New York: Major urban bicycle education and advocacy nonprofit that runs bike education programs, bike rodeos, and instructor certification comparable to SR2S education programs. Operates a similar community-based bike safety model in the New York region.

Broad incumbents

• Rails-to-Trails Conservancy: National active-transportation nonprofit that advocates for and develops multi-use trail infrastructure. Overlaps with SR2S on safe routes for active commuting and shares federal advocacy interests around transportation funding.
• League of American Bicyclists: National bicycle advocacy organization that certifies the League Certified Instructors who teach in SR2S classroom programs. Sets the curriculum standards and instructor certification framework used by Safe Routes to Schools Marin.
• PeopleForBikes: National bicycling industry coalition supporting bike infrastructure and ridership growth. Relevant peer on the policy and infrastructure side, with overlapping federal grant programs and bicycle safety education priorities.

Direct peers

• National Center for Safe Routes to School: National technical assistance center originally funded under SAFETEA-LU federal transportation bill. Provides program implementation resources, evaluation tools, and best practices that directly support Marin SR2S program operations and federal funding compliance.
• America Walks: National walking advocacy organization that supports walkable communities and active transportation policy. Overlaps with SR2S on Walk to School Day coordination and federal funding advocacy for pedestrian infrastructure.
• Marin County Bicycle Coalition (MCBC): Co-developed the national SR2S model in 2000 and continues as a core strategic partner on bike donation (Cory's Ride earn-a-bike) and active transportation programs. Hosts SR2S staff email domains (marinbike.org) and operates the Bilingual Coordinator role.
• Walk Boston: Co-developer of the original national SR2S model alongside Marin County Bicycle Coalition under NHTSA funding in 2000. Operates the parallel Arlington, MA pilot program that shares the Safe Routes to Schools curriculum and 6E framework.

Others

• Bay Area Air Quality Management District (BAAQMD): Regional regulatory agency that funds active transportation programs through Transportation for Clean Air grants. Provided early County of Marin SR2S funding in 2003 and remains a structural funding partner for active commuting programs.

Regional players

• Sustainable Marin: Marin County sustainability nonprofit where SR2S founder Wendi Kallins serves as president. Co-hosts Walk and Roll events at schools and shares active transportation, climate, and equity-focused mission overlap with SR2S.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/109336669088450
• LinkedInlinkedin.com/company/safe-routes-to-schools-marin

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

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M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Safe Routes To Schools Marin