Northern Shenandoah Valley Regional Commission and WinFred MPO

Regional Commuter Survey

Southeastern Institute of Research, Inc.

Purpose & Methodology

Information that was collected:

• Demographics and commuting patterns of Northern Shenandoah Valley (NSV) commuters who commute 20+ minutes to and/or from work.

• Experience with and perceptions of ridesharing alternatives.

• Employer specifics and transportation-related services and benefits offered at work.

• Communication preferences and media habits.

• Experience with and perceptions of the RideSmart website.

• 15 minute phone interview

• 600 respondents were collected

8 Key Findings

There is a big opportunity to increase the use of alternative modes

1

The expansion of Winchester Transit bus routes into Frederick County and

Stephens City (route to LFCC)

Key Action Item

The most important considerations for commute mode are time and cost.

2

A commuter calculator has been added to the RideSmart website, so that commuters can easily track cost

savings through utilizing other methods of transit.

Key Action Item

Less than half of respondents are happy with their commuting

experience, especially long-distance commuters.

3

5 - Extremely positive

4

3

2

1 - Extremely negative

0% 20% 40% 60% 80% 100%

17%

31%

35%

12%

5%

Southeastern Institute of Research, Inc.

These commuters can be reached through more community outreach

events such as commuter appreciation days, bike to work day, and employer

outreach.

Key Action Item

Very few individuals are taking advantage of carpooling and

vanpooling, but the majority of commuters are familiar with them.

4

Not familiar with carpooling

Familiar with carpooling but have not personally carpooled

Familiar with carpooling and have used it in the past

Currently carpooling

0% 20% 40% 60% 80% 100%

21%

40%

30%

8%

Southeastern Institute of Research, Inc.

Future marketing efforts need to focus on the benefits of car/vanpooling as

well as how easy it is to sign up. Marketing ridesharing as not just a

method of saving money, time and the planet, but as a positive experience.

Key Action Item

The two greatest barriers to carpooling and vanpooling today are

not having ride matches, and not having a regular job schedule.

5

No potential ride matches near my home

I prefer the freedom of driving

I don’t have a regular job location

There is no place to meet a carpool/vanpool

No place to park and leave my vehicle

Other

0% 20% 40% 60% 80% 100%

39%33%

26%11%

9%9%

3%2%1%1%

13% Southeastern Institute of Research, Inc.

Expand the Guaranteed Ride Home Program for those who work within the Northern Shenandoah Valley.

Key Action Item

Respondents are not familiar with RideSmart services.

6

Commuter Tax Benefit program

RideSmart

Van subsidy for vanpooling

Commuter Connections

Guaranteed Ride Home program

Park and Ride lots

0% 25% 50% 75% 100%

84%

76%

75%

68%

63%

20%

15%

23%

23%

30%

36%

59%

1%

1%

1%

2%

1%

18%

1%

2%

Not familiar Familiar but have not used Familiar and have usedSoutheastern Institute of Research, Inc.

Highlight RideSmart services through radio, internet, and print

advertisements, instead of just saving money, time, and the planet.

Key Action Item

Rideshare services are not widely offered among employers

7

Employees are most interested in these services

Compressed work weekPre-tax account for transportation costs

Financial benefit for carpooling/vanpoolingFlex-time work schedules

Workday credit for carpool/vanpool timeGuaranteed Ride Home (GRH) program

Carpool ridematchingCompany-organized vanpool

Information regarding ridesharingTeleworking

On-site options and benefits eventReduced cost or free carpool/vanpool parking

Reserved or preferential carpool/vanpool parking

0% 20% 40% 60% 80% 100%

29%28%

26%24%24%23%

21%21%21%20%19%

17%14%

Southeastern Institute of Research, Inc.

Present info on RideSmart services at employee events, and distribute

employer brochure

Key Action Item

The optimal way to reach prospects is to use radio and online media

8

RadioThe internet

EmailTelevision

Text messagesSocial mediaNewspapers

YouTube

0% 20% 40% 60% 80% 100%

18%

13%

13%

11%

8%

8%

6%

2%

26%

23%

21%

11%

12%

11%

8%

3%

44%36%

34%22%

20%19%

14%5%

5 - Most preferredSoutheastern Institute of Research, Inc.

Creation of Twitter, Facebook, Pintrest, and Alignable profiles, as well as a

Google Adwords account

Key Action Item