Loading in 2 Seconds...
Loading in 2 Seconds...
New Approaches to Understanding the demand for Transit. Transportation leadership you can trust. presented to Regional Transportation Plan Guidelines Work Group Meeting presented by Christopher Wornum Cambridge Systematics, Inc. June 28, 2007.
Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.
New Approaches to Understanding the demand for Transit Transportation leadership you can trust. presented toRegional Transportation Plan Guidelines Work Group Meeting presented byChristopher WornumCambridge Systematics, Inc. June 28, 2007
Market-Based Planning ProcessFrom Private Sector to Public Sector Toyota Private Sector Mobility Services
Door-to-Door ServiceConsistent Customer Experience Work Home Relative Importance Walk Ride Wait Arrival Walk Seat Errands Pay Board • Access • Emergencies • Modes • Schedule • Distance • Esthetics • Barriers • Alternative modes • Weather • Reliability • Way Finding • Transfer • Speed • Comfort • Productive • Low floor • Queuing • Speed • Availability • Comfort • Privacy • Fare • Convenience • Transfer • Headway • Arrival information • Shelter Comfort • Safety • Distance • Esthetics • Barriers • Weather
RoadmapFrom Market Research to Service Planning ServicePlanning Tool(SPT) Service Planning (Product Development) TransitCompetitivenessFactor(TCF) Understand Customers Market Segmentation Mode Choice Analysis Branding &Marketing Competitive Positioning Understand Markets Origin – Destination Volumes Other Travel Market Conditions
Determine Traveler Attitudes Need for Flexibility and Speed Personal Travel Experience Personal Safety Concern for theNatural Environment Value of Time & Productivity Transportation Costs Crowds Stress
Key Attitude Number 2 Sensitivity to PersonalTravel Experience 100% • The people who ride the trolley are like me • The people who ride city buses are like me • The people who ride the Coaster commuter train are like me • I would (not) prefer to drive than to be driven • I don’t mind delays as long as I am comfortable • Generally I make the same types of trips at the same times of day • The type of transportation that people use (does not) reflect their social status 96% 67% 27% 22% 10% 8%
Less Sensitive Indifferent More Sensitive -3.5 -3.0 -2.5 -2.0 -1.5 -1.0 -0.5 0 0.5 1.0 1.5 2.0 2.5 3.0 3.5 Range of Attitudes for all Potential CustomersAll Market Segments Combined Universal Design Service AttributesImportant for Entire Service Population Flexibility & Speed Personal TravelExperience Personal Safety Concern for Environment Time &Productivity Cost Crowds Stress
Structure of Market SegmentsSan Diego Region “Need for flexibility and speed” Less Need For Flexibility & Speed “Sensitivity to personal safety” Low Sensitivity to Personal Safety High Sensitivity to Personal Safety Cautious Runabouts Intrepid Trekkers Residents in SANDAG Service Area More Need For Flexibility & Speed “Personal travel experience” HighSensitivity toExperience LowSensitivity toExperience High Sensitivity toExperience MediumSensitivity toExperience LowSensitivity to Experience Flexible Flyers ConventionalCruisers Easy Goers Road Runners
Quantifying Tradeoffs How Much Do Flexible Flyers Value Different Options? Save 5 minute walking access time Save 5 minute parking search time Guaranteed seat No transfer Save 5 minute driving access Shuttle Reduce cost by 50 cents Save 5 minute in-vehicle travel time Having real time arrival information Improve peak headway by 5 min Improve off-peak headway by 5 min
Strategic RoadmapUnderstanding Markets ServicePlanning Tool(SPT) Understand Customers Market Segmentation Mode Choice Analysis Competitive Positioning Existing Assets Local governmentcooperation Financial resources
Service Planning Tool Travel Demand Model Output Segmentation & SEM Segment-Specific Mode Choice Models Trip Tables Base LOS IVTT Frequencies Transit Network Parking Supply Fares Seat Availability Segment Locations & Characteristics Quantify Tradeoffs between Service Characteristics Service Planning Tool ArcGIS User Interface Network Structure Performance Variables Customer Experience Census Data or Travel Model Socioeconomics Ridership Mode Peak vs. Off-peak Trip Purpose
Strategic RoadmapUnderstanding Markets TransitCompetitivenessFactor(TCF) Understand Customers Market Segmentation Mode Choice Analysis Understand Markets Origin – Destination Volumes Other Travel Market Conditions
Understanding MarketsIdentify Places Where Transit is Competitive Trip Intensity • Trip generation & attraction • Time of day • Trip purpose Competitive Advantage for Transit • Congestion • Transit priority • Parking scarcity and Price Concentration of Target Market Segments
Transit Competitiveness Factor (TCF)Each Factor Weighted by Ability to Generate Transit Trips Transit Competitiveness Factor Transportation Land Use Factors Customer Types Trip Purposes • Trip Density • Parking Search Time • Parking Cost • Auto Access, Egress Time • Congestion • Pedestrian Friendliness • Road Runners • Cautious Runabouts • Intrepid Trekkers • Flexible Flyers • Conventional Cruisers • Easy Goers • Work • School • Other
Transit Competitive Origin TCF – Santa Clara County
Destination TCF Transit competitive threshold = 30 jobs per gross acre Transit Competitive 11 percent of trips go to transit competitive destinations