Influencing Choice - Techniques to Really Move the Needle on Mode Share

1. Influencing Choice - Techniques to Really Move the Needle on Mode Share Dan MacLaughlin – Executive Director, Commuter Connection

2. Contents: • Moving the Needle - Theory • Examine Market • Identify Opportunities • Customize Programs & Services That Deliver a Measurable Result • Moving the Needle – Practice • Employer Outreach • Rideshare Programs & Services • Bicycling Programs & Services • Transit Programs & Services

3. Moving the Needle - Theory • Examine Market • Identify Opportunities • Customize Programs and Services that Deliver a Measurable Result

4. 2030 Transportation Policy Plan Double transit ridership by 2030, slow the growth in traffic congestion and improve mobility for everyone.

5. ACCESSMINNEAPOLIS Ten Year Transportation Action Plan • Reduce the percentage of Minneapolis residents who drive alone to work to 61 percent by 2015. • Reach a bicycling mode share of 7 percent by 2014, with a milestone of 6 percent by 2012.

6. 6. Lead the Nation in Transportation Options “Increase transit's mode share for daytime commuters from 40 percent to 60 percent.”

7. Commuter Characteristics 26% within 5 miles 29% 5-10 miles 23% 10-15 miles 12% 15-20 miles 3% 20-25 miles 7% 25+ miles One dot = 25 workers Downtown Minneapolis Employment: 139,500

8. Moving the Needle - Theory • Examine Market • Identify Opportunities • Customize Programs and Services that Deliver a Measurable Result

9. Potential for Converting Drive Alones Greatest potential for conversion among alternative modes are carpooling and biking • Of those who currently drive alone, one-fifth indicate that they would be somewhat likely or very likely to try carpooling (20%) or biking (20%) in the next year. (240,000 commuters) 15% exclusive - transit (180,000 commuters) Source: Metro Transit – State of the Commute Survey – 2012

10. Moving the Needle - Theory • Examine Market • Identify Opportunities • Customize Programs and Services that Deliver a Measurable Result

12. Moving the Needle - Practice • Employer Outreach • Rideshare • Bicycling • Transit

13. Annual Metro-wide “Try it!” campaign to encourage the use of sustainable transportation.

15. 2012 Commuter Challenge Survey Results • Survey was sent to 13,394 Commuter Challenge participants. • 40.46% clicked through the email to visit the site and 15.0% participated in the survey. • First time participants – 61.6% • Completed the pledge – 97% • Do you continue your pledge (not drive alone) – 88.6% • Top three ways of commuting: • Transit (bus, light rail, Northstar) – 44.8% • Biking – 41.0% • Carpooling – 26.6%

16. 2012 Extending the Challenge: Trip Tracker • 534,421 vehicle miles reduced • 1,461 individuals tracked a trip • Estimated 6 million vehicle miles reduced by all pledgers

17. Commuter Challenge Pledge Totals

18. Employer Outreach Models • Pre-Recession • Primary Focus : Employer Events • Green fairs, wellness fairs, benefits fairs, team meetings, lunch & learns • Secondary Focus: Public Events • Bike Walk Week • Living Green Expo • Heart Walk • Tertiary Focus: Online Pledges

19. Employer Outreach Models • Post-Recession • Primary Focus : Public Events • Skyway events, building lobby events, farmer’s market • More regional events – May Day Parade, Stone Arch Bridge Festival • Secondary Focus: Employer Events • Tertiary Focus: Online Pledges

20. Moving the Needle - Practice • Employer Outreach • Rideshare • Bicycling • Transit

21. Discounted Parking Rates for Rideshare • As low as $20 per month • Must register to receive discount

22. Minneapolis has ~7500 registered rideshare users (~6% mode split).

23. Why such a low mode split for rideshare with a $20/month rate?

24. Price is not an issue.

25. 1. The registration process is a barrier • It takes 2 to 7 days to complete • You need to present a photo id with current address at two locations • You need to re-register every 6 months

26. 2. No Rideshare Employer Program • Most employers do not own their own parking lots/ramps • Most Minnesotans will not carpool with a stranger, but will share a ride with a co-worker

27. New Program: Carpool Concierge • One stop, on-site registration at employer locations • Takes 5 to 10 minutes to complete • Ability to count carpool pass entries at municipal ramps, and filter by employer • Launching October 2012

28. Moving the Needle - Practice • Employer Outreach • Rideshare • Bicycling • Transit

29. Bicycle Education

30. First-of-its-kind implementation of RFID technology to track and reward bicyclists. • Public Private partnership between Dero, U of M, St Paul Smart Trips and Minneapolis Commuter Connection. • Funded through one-time Congestion Mitigation and Air Quality grant.

31. GET TAGGED A tamper-proof RFID tag is installed by program staff on a participants bicycle wheel.

32. GET ZAPPED Participants ride past a ZAP reader installed along streets and trails. Riders must pass within 5-15 feet of a reader. Readers will only count one ZAP per day.

33. GET REWARDED Participants win an automatic prize once they have ZAPPED their ride 10 times. Each month after that participants that ride 8 times are eligible for monthly prize drawings.

34. Bicycle Commuting Counts U of M – January 2012 Minneapolis – August 2012 St Paul – September 2012

35. HEALTH AND WELLNESS APPLICATIONS =

36. Moving the Needle - Practice • Employer Outreach • Rideshare • Bicycling • Transit

37. Metropass • Reduced rate pass - $76 per month vs. $113.50 • Unlimited rides, no need to recharge • Paid for with pre-tax payroll deduction • We know how many Metropass transit trips taken by employer

38. 2015 Major Impact Goal • By 2015, inspire and empower 10,000 new commuters to use transportation alternatives and reduce drive alone trips by 4,800,000.

40. Thank you. Dan MacLaughlin Executive Director, Commuter Connection dmaclaughlin@commuter-connection.org 612.370.3987 x206 www.commuter-connection.org