UC CAMPUS IMPACTS OF AN ALTERNATIVE TRANSPORTATION OUTREACH & MARKETING PROGRAM Jessica S. Kuo, MCP 2013j.kuo@berkeley.edu

RESEARCH QUESTIONSCan an opt-in personalized, focused outreach and marketing campaign change long-standing commute mode choices to the UC Berkeley main campus?

Given self-selection bias, how can a predisposition to participate in an alternative transportation campaign be treated as a transportation demand management opportunity to encourage mode shift in an urban and fiscally constrained environment?

What can the attrition rate of such a program reveal about campus parking policy, marketing and outreach delivered when the campus is at a point of expanding while reducing its parking supply?

FOCUS ON THE UNIVERSITY HALL GARAGE BY DOWNTOWN BERKELEY:3-LEVELS, WITH ATTENDANT/STACKED PARKING ON TOP & BOTTOM FLOORS

BACKGROUND: UC BERKELEY 2012 TRAVEL SURVEYThe existing high share of users of alternative modes (67% walk, bike, take transit or campus shuttles) relative to other large cities makes further reductions in the drive-alone rate more challenging to reach.

Bike, 11.0%

DRIVE ALONE, 43.5%

Carpool, 11.4%

Transit, 23.9%

Walk, 9.3%

Other, 1.9%

Bike, 16.8%

Drive Alone, 6%

Carpool, 1.6%

Transit, 22.3%Walk, 52.6%

Other, 0.8%

IMPORTANCE OF TIMING: UNIVERSITY HALL PARKING STRUCTURE TO BE REMOVED FOR NEW BERKELEY ART MUSEUM IN MARCH 2013

PROGRAM DEVELOPMENT: GARAGE EVENTTwo garage events held in the University Hall structure - one on October 31, 2012, before news of the demolition of the garage had been broadcast by campus Parking & Transportation staff; and another on February 27, 2013, after all permit holders were notified of its March 2 closure.

Faculty % Staff % TOTAL %Bike 114 19.6 171 8.6 285 11Drive Alone

227 39 897 44.9 1124 43.5

Carpool 47 8.1 247 12.4 294 11.4Transit 101 17.3 489 24.5 590 23.9Walk 84 14.4 156 7.8 240 9.3Other 9 1.5 40 2 49 1.9

582 100 2000 100 2582 100

Undergrad Student

%Graduate Student

% TOTAL %

Bike 56 5.7 333 25 389 16.8Drive Alone

41 4.1 99 7.4 140 6

Carpool 6 0.6 30 2.3 36 1.6Transit 104 10.5 413 31.1 517 22.3Walk 779 78.6 441 33.2 1220 52.6Other 5 0.5 14 1.1 19 0.8

991 100 1330 100 2321 100

Faculty - Staff Primary Mode

Student - Primary Mode

•Parking structure located on west side of campus, next to transit-rich (BART

& AC Transit) Downtown

Berkeley

•~330 marked and stacked spaces to be removed in early March; ~470 permit holders displaced

•Major change to parking supply: permit holders will be forced to change the way they commute to campus

•Control Sites: Occupancy rate of GPB Garage & Tang Lot surveyed alongside the U.Hall structure

STRATEGY: MARKETING CAMPAIGN & INTERVENTIONSInitial stage included developing and finalizing the brand and outreach material. The project held a series of brainstorming sessions among campus planning and transportation staff, and variations of the messaging had been pretested before settling on “Break the Mode.”

POSTERED / FLYERED THE GARAGE MARKETING / MADE BUTTONS

The event provided sign-ups for trip-matching services and the existing free AC Transit “Bear Pass” bus program for annual permit holders.

Capture Rate Per Parking Facility After Occupancy Counts

Parking FacilityTotal Observed

Permit NumbersTotal Permit Holders

Matched from DatabaseTotal Emails Matched with Permit Holders

% Matched (by email)

University Hall 469 421 385 82%GPB 436 344 298 68%Tang 406 342 249 61%

University Hall Parking Garage Permit Holders Surveyed469 Total Permit Numbers Recorded

385 / 469 Total Emails Matched (82% contacted)20 / 385 5% of those contacted chose to participate

On-Site Bear Pass Sign-Ups at University Hall Parking Garage Events5 October 31, 20129 February 27, 2013

(most of the permit holders who signed up did not realize this AC Transit Bear Pass program is free to them—until they attended one of these garage events)

ONGOING ANALYSIS: WHO WILL BREAK THE MODE? (TBD)

CUSTOM-MADE TRIP-MATCH PAMPHLET HAND-DELIVERED TO PARTICIPANTS

PROJECT SPONSORS SINCE JULY 2012

**GPB Tang

N

Nearly half of all permit holders who signed up did not realize the bus pass program is free to them—until they attended one of these events.

Garage utilization rates had been determined through occupancy counts of parking permits and license plates during peak hour times.

Downtown Berkeley