Influencing Choice - Techniques to Really Move the Needle on

Mode Share

Dan MacLaughlin – Executive Director, Commuter Connection

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

Moving the Needle - Theory1. Examine Market2. Identify Opportunities3. Customize Programs and

Services that Deliver a Measurable Result

Double transit ridership by 2030, slow the growth in traffic congestion and improve mobility for

everyone.

2030 Transportation Policy Plan

ACCESS MINNEAPOLISTen 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. Lead the Nation in Transportation Options

“Increase transit's mode share for daytime commuters from 40 percent to 60 percent.”

Downtown Minneapolis

Employment: 139,500

One dot = 25 workers

Commuter Characteristics26% within 5 miles

29% 5-10 miles

23% 10-15 miles

12% 15-20 miles

3% 20-25 miles

7% 25+ miles

Moving the Needle - Theory1. Examine Market2. Identify Opportunities3. Customize Programs and

Services that Deliver a Measurable Result

Potential for Converting Drive AlonesGreatest 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

Moving the Needle - Theory1. Examine Market2. Identify Opportunities3. Customize Programs and

Services that Deliver a Measurable Result

Employer Outreach• Commuter

Challenge

Rideshare• Parking

Discounts

Bicycling• ZAP Twin

Cities

Transit• Metropass

Moving the Needle - Practice1. Employer Outreach2. Rideshare3. Bicycling4. Transit

Annual Metro-wide “Try it!” campaign to

encourage the use of

sustainable transportation.

PledgeApril – May - June• Bike• Walk• Transit• Pool• Telework

Prizes• Netbooks• Kindles• Kindle Fires

Track• Track trips

for chance to win weekly prizes

Rewards• Healthier

Environment• Healthier

Finances• Healthier

You

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%

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

Bike20%

Carpool10%

Telecommute8%

Transit55%

Vanpool6%

Walk1%

Miles Tracked by Mode (%)

201014,952 Pledges

201115,735 Pledges

201217,505 Pledges

02000400060008000

1000012000140001600018000

2746 40796758

1220611656

10747

Downtown Minneapolis Metro Area

Commuter Challenge Pledge Totals

Employer Outreach ModelsPre-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

Employer Outreach ModelsPost-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

Moving the Needle - Practice1. Employer Outreach2. Rideshare3. Bicycling4. Transit

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

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

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

Price is not an issue.

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

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

New Program: Carpool Concierge1. One stop, on-site registration at

employer locations2. Takes 5 to 10 minutes to complete3. Ability to count carpool pass entries

at municipal ramps, and filter by employer

4. Launching October 2012

Moving the Needle - Practice1. Employer Outreach2. Rideshare3. Bicycling4. Transit

• vehicle, safety, riding comfort, and good tips for getting into and around downtown

Basics of Bicycling for Transportation

(1 hour classroom course)

• keeping a bicycle clean and lubricated, fixing a flat tire, basic brake and derailleur adjustment

Basic Bike Maintenance(1 hour classroom course)

• basic skills: starting and stopping, scanning, signaling & maintaining a straight line, dodging small objects on the road, and stopping quickly

Bicycle Skills (1.5 hour bicycle ride)

• practice roadway positioning, scanning, signaling and turning, changing lanes, and how to get to and from major trailheads

Riding With Traffic (1.5 hour bicycle ride)

Bicycle Education

• 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.

GET TAGGED

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

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.

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.

Bicycle Commuting Counts

U of M – January 2012 Minneapolis – August 2012 St Paul – September 2012

HEALTH AND WELLNESS APPLICATIONS

=

Moving the Needle - Practice1. Employer Outreach2. Rideshare3. Bicycling4. Transit

Metropass1. Reduced rate pass - $76 per

month vs. $113.502. Unlimited rides, no need to

recharge3. Paid for with pre-tax payroll

deduction4. We know how many Metropass

transit trips taken by employer

By 2015, inspire and empower 10,000 new commuters to use transportation alternatives and

reduce drive alone trips by 4,800,000.

2015 Major Impact Goal

Employer OutreachIncrease

education contacts

with commuters by 15% (an additional

5,000 individuals).

BicyclingEngage over

20 companies in the ZAP Twin Cities

program and enroll over 500 bikers.Enroll 75

new companies

in Metropass and increase ridership by

25%.Transit

Increase the number of registered carpools traveling

into downtown

by 30%.Rideshare

Thank you.

Dan MacLaughlinExecutive Director, Commuter Connectiondmaclaughlin@commuter-connection.org

612.370.3987 x206www.commuter-connection.org