nyc readiness plan

8/12/2019 NYC Readiness Plan

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MISSI NELEC RICTheNe YorkCityElectric ehicleR adinessPlan:UnlockingUrba Demand

Thismaterialisbaseduponworksupp rtedbytheDepartmentofEnergyunder wardNumberDEEE00055 2.Thisrepor wasprepare asanaccountofworksponsoredbyana encyoftheUnitedStatesGovernment.NeithertheUnitedStatesGovernmentnoranyagen ythereof,no anyoftheiremployees,makesanywarranty,expressorimplied,orassumesanyleg lliabilityorr sponsibilityf rtheaccurac ,completene s,orusefulnessofanyinfor ation,appara us,product,orprocessdisclosed,orrepresentsthatits sewouldnotinfringeprivatelyownedrig ts. Referenc hereintoanyspecificcom ercialproduct,process,or ervicebytradename,trademark,manufact rer,orother isedoesnotnecessarilyconstituteorimplyitsendorse ent,recomm ndation,orfavoringb theUnitedS atesGovernmentoranyag ncythereof. heviewsandopinionsofa thorsexpressedhereindonotnecessaril stateorreflectthoseofth UnitedState Governmentoranyagencythereof.

AcademicCitation:The ewYorkCity lectricVehicleReadinessPl n:Unlocking rbanDeman ,December2012byAriKah andChristin Ficicchia.EmpireCleanCiti sandtheMayorsOfficeofLongTermPl nningandSustainability,NewYork2012


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Ackno ledgementsTheNe YorkCityElectric ehicleR adinessPlan:UnlockingUrba DemandTheNewYorkCityEle tricVehicle eadinessPlan:UnlockingUrbanDem ndisaDepa tmentofEn rgy(DOE)grantfundedprojectthatha coordinate theinputofstakeholdersandpartne stoformula eaplanforelectricvehiclechargingandinfrastruct redeploym ntinNYC.ThisawardwasgrantedtoNewYorkCityandLowerH dsonValleyCleanCommunities,Inc.,dbaEmpire leanCities,aDOEdesign tedCleanCitiescoalitiondesignedtor ducepetrol umconsum tioninthet ansportatio sector. EmpireCleanCitiesifcommittedtopromotinggreenfleetsforasus ainableNYCandlowerH dsonValley.

Thisprojectwascollaboratedbetweenthefollo ingsubcon ractedorganizations:

EmpireCleanCitiesandtheMayorsOfficeofLongTermPla ningandSustainabilitywouldliketothankthefollo ingfortheirvaluableassistanceinproducingthisr portandco tributingtoitsfindings:EmpireCleanCitiesm mbersandstakeholders ortheirdedicationtoreducingpetrol umandpromoting

green

fleet

for

asustai able

NYC

and

lower

Hudson

Valley,

Ari

Kahn

for

hi

diligence

in

draftingthisreportanddedicationtoEVdeploy entinNYC,JulieMigliacciandChristinaFicicchiafortheirvitalcontributionsanddedicationtocleantransportati n, RachelSzakmaryattheCityofBos onDepartm ntofTransportationandSarahWuintheCityofP iladelphiaMayorsOfficefortheirdedicationtointerCit cooperatio andpartne shipoverth lastthreey ars;SamiAbbayandJDCapuanoatClosedLo pAdvisors;JohnShipmanandSherry oginatthe onEdisonC mpanyofN wYork;MalcolmShield ttheCityof ancouver; ichaelScar inoattheUSDepartmentofEnergyf rhisguidance,JohnAshishGeorgeforhisresearcha danalysisonvehicleto ridtechnolo y;MichaelFowles,CalvinPeters,AileenRodri uezandCharlesHaywardatDuaneReade;LarryMcAuliffeattheNewYorkMetropolitanTransportationCouncil,Stroock&St oock&Lavan,LLPforprobonolegal ork,NYCMedia;NYC&Co panyforpr bonoMissionElectrica vertising;Fr nkHebbert tOpenPlans;NathanPinsley,Steph nieLeppan numerous thersatPur ose;andAs fSelinger,whosesocial ediasavvyandstronginitiativehelped akeMissionElectricsuccessful;vitalcontributorsfromtheCityofNewYorkincludeMarkSimon,Sus nMcSherry,SandraRothbard,StaceyHodge,Jeff henforcreatingthecarsharematchin algorithm,JonathanElls,CharlotteH ll,ArtieRollins,SteveWeir,MounirWassef,CarolynnJohnsonandLaurenSinger.


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TableofContents1 ExecutiveSummary...................................................................................................................... 12 Introduction.................................................................................................................................... 5Outreach3 MissionElectric&PublicEngagement.................................................................................. 7IncreasingChargerAccess4 ElectricVehicleBuildingCodes..............................................................................................20 5 CurbsideCharginginNewYorkCity.....................................................................................23 6 FastCharging................................................................................................................................ 28ImprovingVehicleEconomics7 ElectricVehicleCarShare........................................................................................................41 8 TimeofUseEVMetering...........................................................................................................50 9 VehicletoGrid/VehicletoBuildingTechnology............................................................57 Conclusion&Appendices10 Conclusion................................................................................................................................. 6711

Appendices

................................................................................................................................

69

AppendicesAppendix A TableofFigures.......................................................................................................70 Appendix B ClosedLoopAdvisorsFoodVendorAnalysis.................................................71Appendix C MissionElectricResources..................................................................................93 Appendix D NewYorkCityNewBuildParkingAttributes............................................. 133Appendix E FastChargingAnalysis........................................................................................135Appendix F CurbsideChargingResources.......................................................................... 141Appendix G CarShareAnalytics.............................................................................................. 143Appendix H BeamChargingGarageTrainingManual..................................................... 146Appendix I VehicletoGrid/VehicletoBuildingBackground.................................... 174


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1 ExecutiveSummaryNewYorkhasconsistentlyembracednewtransportationtechnologytomakeitselfabettercity.TheCitywentfromhavingnosubwaysin1904tooneoftheworldslargestsystemsinlessthanadecade.Itembracedefficiencyandimprovedpublichealthbymovingfromthehorseandbuggyeratotheageoftheautomobile.ItrevolutionizedhowAmericansdrivebycreatingtheParkway,anditgrewcleanerasitscarsandtruckstransitionedfromleadedtoleadfreegasoline.Electricvehicles(EVs)presentasimilaropportunitytomakeourcitycleanerandmorecompetitive.ThoughNewYorkhasthelowestpercapitavehiclemilestravelledofanymajorU.S.city,itsoverallsizeanddensitymeanitsroadsaresomeofthecountrysmostcongested.1Over2.5millionvehiclesdriveintoandoutofManhattaneveryday.ElectrifyingthosevehicleswouldhelpNewYorkmeetitsairqualitygoalsandreduceitsgreenhousegas(GHG)emissions.TobetterunderstandEVspotential,inJanuary2010theCityreleasedanelectricvehicleconsumeradoptionstudy(EVstudy).2ThatstudylookedattheCitysgrid,EVtechnology,drivingpatterns,andconsumerpreferencestoseehowEVscanworkinNewYork.Thestudyfoundthatover20%ofNewYorkersarepotentialearlyEVadopters.Theyhavededicatedparking,aninterestinthetechnologyandawillingnesstoconsiderthevehiclestotalcostofownershipalongwiththepotentiallyhigherupfrontcost.ThestudyalsoexaminedthecityspowersystemandfoundthatitissuitedtoEVadoption.NewYorkCityhasextraoffhourdistributioncapacityandlowcarbongenerationthatincreasestheclimatechangebenefits.Bothbecauseofmarketpotentialandenvironmentalgains,EVsareagoodmatchforNewYorkCity.TheCityhasanactiveroletoplayinspurringEVadoptionthroughitspurchasingpower,abilitytoeducatethepublic,andfocusonmakingchargingaccessible.Overthelasttwoyears,ithasimplementedthetoptworecommendationsfromitsEVstudy,increasingaccesstochargingandincreasinginformationandawarenessaboutelectricvehicles.Ithasalsogreeneditsownfleetandsupportedlocalbusinessesdoingthesame.Itsactionsfallintothreebroadcategories:

1. conductingpublicoutreach2. increasingaccesstocharging,and3. improvingvehicleeconomics

Inthefallof2011,theCityandEmpireCleanCitiesreceivedoneofseveralgrantsfromtheDepartmentofEnergytofurtherplanforandsupportelectricvehicleadoption.ThisgranthashelpedadvanceEVunderstandingandimplementationpotentialacrossthosethreetopicareas.

1http://www.nyc.gov/html/dot/downloads/pdf/nyc_greendividend_april2010.pdf

2ExploringElectricVehicleAdoptioninNewYorkCity.MayorsOfficeofLongtermPlanning&Sustainability,

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PublicOutreachToraiseelectricvehicleawarenesstheCityandEmpireCleanCitiescreatedanewonlinecommunicationtoolathttp://missionelectric.org.MissionElectrichelpsexplainthevalueandattributesofelectricvehiclestoNewYorkers,BostoniansandPhiladelphians.MissionElectricisbuiltonthreeinsights,twoofwhichwerederivedfromtheCitysconsumerresearchstudyandonefromexperiencecollaboratingwiththelocalgarageindustry.Thefirstinsightisthattherearemanypotentialearlyadopterswhostilllackabasicunderstandingofelectricvehicles.Simplyraisingawarenessofelectricvehicleswillpushthesepotentialearlyadopterstowardsapurchase.Thesecondisthatearlyadopterswanttobepartofagroup.MissionElectric,anonlinesocialengagementtoolthatallowsresidentstovoteonthelocationandcompositionofEVprograms,helpsfosterthatcommunity.Becausesitinginfrastructureonahyperlocalscaleisdifficult,crowdsourcingalsohasthebenefitofhelpingidentifydemand.Thethirdinsight,learnedfromthegarageindustrysresponsetoaMayoraleventannouncingchargingingarages,isthattheprivatesectorwantsrecognition.Theimprimaturofimpartialgovernmentandnonprofitpartieshastheabilitytogainthemmoregreencreditthantheywouldotherwisereceive.TodatethesitehasrunfourengagingconsumerprojectsinNewYorkCityandBostonandhashadover2,500visitsandanactiveFacebookpagenearly500followers.Inthemostsuccessfulpromotion,apublicprivatepartnershipwiththeNewYorkdrugstorechainDuaneReade,overthreehundredNewYorkersvotedonwhichstoresthecompanysnewelectrictrucksshouldserve.DuaneReadereceivedgreaterpublicawarenessofitsgreeninvestmentsandNewYorkersparticipatedinimprovinglocalqualityoflife.AccesstoChargingToincreasechargingaccesstheCityhaspursuedthreegoals:determiningwhethernewparkingfacilitiescanbedesignedEVready,findingapathwayforeconomicallysustainablecurbsidecharging,andreducingtheelectricitycostsofovernightcharging.BuildingnewparkingwithEVreadinessmayallowtheCitytovastlyincreaseaccesstocharging.Anaverageof10,000newparkingspotsarebuiltayearinthecity,andfewtononearecurrentlybeingbuiltwithelectricvehiclesinmind.AccommodatingEVchargingatthesespotsinthefuturecouldnecessitateexpensiveretrofitsandcreatecoordinationproblemsbetweengaragemanagers,developers,buildingowners,andEVdrivers.RequiringthatacertainportionofnewparkingspacesbedevelopedEVreadybylayingconduitandreservingelectricpanelcapacity,ascitieslikeVancouverandLondondo,wouldreducetheincrementalcostofprovidingcharging.Thiscanbeaccomplishedthroughamendmentstothebuildingcode,whichtheCityisconsideringasaresultoftheresearchmadepossiblebythisgrant.ProvidingelectricitytofoodcartsandtrucksmaycreateaneconomicandoperationalpathwayforsupplyingcurbsidechargingforNewYorkerswhodonotparkingarages.Othermunicipalitieshaveinstalledpilotcurbsidechargersandrunintoproblemsofhighercoststheyareuptofivetimeshigherthangarageinstallationsandlimiteddemand.However,40percentofNewYorkersparkonthecurb,soprovidingchargingwilleventuallybecomeanecessityiftheEVmarketgrowstoscale.NewYorkCityisconsideringapilotfor2013thatwouldallowfoodcartsandtruckstoplugintosmartoutletssimilarto

2
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curbsidechargers.TheywillhelpNewYorklearnhowtoprovidechargingwhilealsoservingusers,thefoodvendors,thatprovidehighutilizationandrevenue.NewYorkhasdoneanextensivecanvasoftheindustry,identifyingover61percentofvendorsasusinggeneratorsthatarenoisy,expensivetooperate,andpolluting.ServingfoodtrucksandcartsnowmakeseconomicandenvironmentalsenseandallowstheCitytoserveelectricvehicleslater.Identifyingthegeographicpotentialandeconomicchallengesoffastchargingisthelastinitiativetoimprovechargeraccess.TheCityandotherstakeholderslookedatspecificlocationsandzonesalonglocaltravelroutestodeterminetheircompatibilitywithfastcharging.TheCityfoundnearly500propertiesitownswithinmileofmajorhighwayexitsthatcouldbeharnessedforfastcharging.Aspartofitsworkonanelectrictaxipilot,theCityalsoanalyzedthesourcesofhighcostsassociatedwithfastchargingandhowenergymanagementtechniquessuchasloadsheddingcouldmakefastchargingmoreaffordableandtherebyaccessible.ElectricVehicleEconomicsWhenlookingathowtoimprovetheeconomicsofEVadoptiontheCitystudiedproblemsthatithadeitheralreadyencounteredorthoughtthatitmaybeuniquelypositionedtosolve.ThefirstisincorporatingelectricvehiclesintocarsharebysimulatinghowEVswouldperformusingtheCitysactualcarsharedata.Carsharevehicleshavehighutilization,whichimprovesthefinancialviabilityofEVs.Asanelectricvehicleisusedmore,itsloweroperatingcostsreduceitspermiletotalcostofownership.However,thereareconcernsaboutwhetherelectricvehiclesareagoodoperationalmatchforcarshare.Rangeanxiety,theconcernthatanemptybatterywillcauseavehicletobecomestranded,isanevenlargerissueforcommunalvehicles,eitherthoseincarshareorafleet,sincebusinessdependsonthecertaintyofoperations.Thevehicleshavefrequentdailytripsbypotentiallydifferentdriverswhothereforearelessabletoknowifavehiclewillhavesufficientchargeforhisorherneeds.NewYorkCityused

data

from

its

2010

pilot

as

afleet

customer

of

the

car

share

company

Zipcar

to

simulate

how

EVs

wouldperformusingactualtripdata.Asequentialmatchingalgorithmshowedthat577outof582trips,or99percent,wouldbepossiblewithcurrentbatteryelectricvehicles.Inthiscase,concernsaboutelectricvehiclesinsufficientrangearenotgrounded.ThistoolcanbeusednotonlybyNewYorktoadvocateformoreEVsinitscarsharecontractsbutbyothercitiesandfleetsaswell.Itrequiresminimaldata,easilyobtainablethroughonboarddiagnosticsorthroughanalyticssuchasZipcarsFastFleetprogram.Electricitypricesarethesecondlargestdriverofavehiclestotalcostofownership.TohelpreducethosetheCityandConEdisonhaveworkedtogethertoallowconsumerstoaccesscheaperovernightandoffpeakelectricity.TheCitysfirststepsincludedprovidingawaiverfromregulationsthatpreventedahomeownerfrominstallinga2ndelectricmeter.UsingtwometersahomeownercanchargehisorherEVusingtimeofuse(ToU)ratesthatareupto92percentcheaperthanthestandardresidentialflatrate.3Thesecondinitiative,spearheadedbyConEd,allowscosteffectivesubmetering,

3Withatimeofuserate,electricitypricesvarydependingontimeofday.

3


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providingthebenefitsofa2ndmeter(andadditionalsmartgridfeatures)withlessadditionalwiringandlowerupfrontcosts.Finally,theCityextensivelyresearchedthepotentialofvehicletogrid/vehicletobuildingtechnology(V2G/V2B).V2G/V2B,whichharnessesavehiclesbatterytosupplyelectricity,hasthepotentialtonot

justreducethecostofoperatinganEV,butalsohelpitgeneraterevenueoravoidotherelectricityexpenses.BecauseNewYorkCitysEVfleetincludesover100vehiclesandisgrowing,ithastheopportunitytohelpmakethemarketforthistechnology.ThoughthetechnologyisnotyetcommercializedtheCitycantakestepsnowtomakeitselffutureproof,namelybywiringitschargerswithlargerdiameterconduit.ThislowcostmeasurewillmakeitcheapertoupgradewhenV2G/V2Bmatures.ConclusionElectricvehiclesalreadytravelNewYorksstreetsforpersonal,Cityagency,andcommercialtrips.AstheygrowinnumbertheycouldhelpNewYorkbetterweatherfuelshortageslikethosethatoccurredduringHurricaneSandy.Throughdiversifyingvehiclefueluse,therewillbelesspressureonourgasolineinfrastructureandmoreabilitytousealternativelyfueledtransportation.NewYorkselectricvehicleinitiativesarepossiblebecausePlaNYCanditsgoalshavebecomeabeaconforCityagencies.TheHealthDepartment,whichoverseesfoodsafetyformobilefoodvendors,understandshowprovidinggridpowertoreplacegeneratorshasairqualityandclimatebenefits.TheDepartmentofBuildings,alreadyhavingpassedpioneeringenergyefficiencycodes,isabletomodifyrulessothatEVownerscaninstallasecondmetertoaccesscheapertimeofuserates.TheDepartmentofCitywideAdministrationhasbuiltthenationslargestmunicipalelectricvehiclefleetinthenation.TheDepartmentofTransportationadministersa$30millionfederallyfundedprogramtoincentivizethepurchaseofalternativefuelvehicles.ElectricvehiclesareapriorityforNewYorkbecauseofthesignificantclimateandairqualitybenefitstheycreate.ConEd,TheNewYorkCityMayorsOffice,consultingfirmPikeResearchandothershaveidentifiedtheareaasonethatsagoodfitforEVsbecauseofitsdensity,hybridownership,andconsumerprofiles.Adoptionisnotpreordainedoreasy,butthroughcontinuedplanningandtailoredsolutionsNewYorkcanmeetitspotentialforhighEVpenetration,andinturnimprovetheoverallairqualityforitsresidents.

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2 IntroductionIn2007,theCityreleasedPlaNYC,itscomprehensivesustainabilityblueprint.PlaNYCisaguidetopreparethecityforonemillionmoreresidentswhileimprovingthecitysinfrastructure,cleaningtheair,adaptingtoachangingclimate,andreducinggreenhousegasemissions30percentby2030.Theplan,availableinJapaneseandChinese,created127initiativesandbroughttogetherover25Cityagenciestoaccomplishthosegoals.4 PlaNYChasmadesustainabilityapartoftheCitygovernmentsfabric.Ithascreatedinterdepartmentalpathwaysofcooperationthatdidnotexistbefore.ItismakingNewYorkagreenergreatercitynow,andalsoenablingfuturewavesofinnovation.SomesignatureprojectsinPlaNYCincludetheconstructionofthenew2ndavenuesubway,theMillionTreesinitiative(whichis637,000treestowardsitsgoal),andthepassageofalandmarksuiteofenergyefficiencylawsknownastheGreenerGreaterBuildingPlan.Thelastinitiativeisparticularlyimportantsince

buildings

account

for

over

75

percent

of

the

citys

total

GHG

emissions.

The

laws

require

that

the

largest2percentofbuildings,whichareresponsiblefornearly45percentofallGHGemissions,measureandpublishtheirenergyusageannuallyandtuneuptheirbuildingsonaperiodicbasis.TheGreenerGreaterBuildingsPlanisexpectedtosave$7billionovertenyearswhilecreatingover17,800jobs.5TheCityisalsousingitsownbuildingstoleadbyexampleandhascommittedtoreducingGHGemissionsfromgovernmentoperationsby30percentinanacceleratedtimelineofjusttenyears.ElectricvehiclesareintegratedintoPlaNYCaspartofthetransportationportfolio.OfPlaNYCs127initiatives,15percentaretransportationrelated.TheCitysbalancedtransportationstrategyincludescleaningvehicleswhilealsoreducingtrafficandincreasingbicycle,ferry,andtransituse.TheCityhasmadeitstransportationfootprintsmallerandlessimpactfultotheenvironmentbyshrinkingitsfleet,usingbiodiesel,andpurchasingover6,000alternativefuelvehiclesand110highwayreadyelectriccars.andtransitusage.Inatimeofscarceresources,itistemptingtopitoneoftheseinitiativesagainsttheother.However,theyrenotnecessarilymutuallyexclusive.BicyclistsappreciatevehicleswithouttailpipesandelectricvehiclesundeniablyhelpmeetthePlaNYCGHGreductiongoal.ToevaluatethepotentialforelectricvehiclesinNewYork,theCityreleasedanelectricvehicleconsumeradoptionstudyinJanuaryof2010.ThestudylookedattheCityselectricgrid,EVtechnology,drivingpatterns,andconsumerpreferencestoseehowEVscanworkinNewYork.Approximately40percentofNewYorkCityselectricityisgeneratedfromcleanenergysourcesmakingourpowermixwellsuitedtoelectricvehicles.Withaheavyrelianceonnuclear,gasandhydroelectricpower,andalmostnocoalfiredpowerplants,EVsdriveninthecityare4090percentcleanerthanconventionalandhybridvehicles.EVsalsoimproveairqualitybyreducingtheNOxandPM2.5pollutionthatcausesasthmaandcancer.

4NYC.gov/PlaNYC

5http://www.nyc.gov/html/gbee/html/plan/plan.shtml

5
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Figure1:EmissionsbyVehicleTypefrompreviousNYCMayorsOfficeEVStudyConEdison,thelocalpowerprovider,examinedcurrentandpotentialfuturedemandlevelstodetermineourgridsEVreadiness.AccordingtoConEd,todayspowergridhasenoughcapacitytocharge

up

to

230,000

vehicles

without

any

major

upgrades,

provided

most

charging

occurs

off

peak.

NewYorkCityspowerconsumptionishighlyvariableandwhilethegridisfullyutilizedonhotsummerdaysithassparecapacityatnightandintheearlymornings.Encouragingcharginginthoseoffpeakhourswillallowthecompanytominimizenetworkupgradecostsforitsratepayers.Ontheconsumerside,theCitysurveyednearly1,400NewYorkers.621percentofthosesurveyedarepotentialearlyadopters(Figure2).

Figure2:AttitudinalSegmentationofNYCEVBuyersfrompreviousNYCMayorsOfficeEVStudy

TheCitycanaddressmanyofthebarrierstheyface,includingalackofinformationandlimitedaccesstocharging.Indeed,thestudyplacedtheactionsattheCitysdisposalonacostcurveandfoundthatfinancialincentivesarenotnecessarilymoreeffectivethanfarcheaperactions,suchasimprovingzoninglawsandcreatedeasilyaccessibleonlineinformation.Manyoftheactionstakeninthisreport,includingcreatingMissionElectricandincreasingchargeraccess,arebuiltonthosefindings.6

Thoughthestudyfocusedonconsumers,commercialvehiclesarealsoanexcellentfitforelectrification.Thepervehiclebenefitsaregreater,andunlikepersonaltrips,deliveriescannotbeeasilyshiftedtobicycleortransit.

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3 OutreachthroughMissionElectric&PublicEngagement3.1

Overview

AccordingtotheCitysEVStudy,outreachisoneofthetwomostmeaningfulwaystoincreaseelectricvehicleadoption.Outreachservestwopurposes,educationandvisibility.Fortypercentofpotentialearlyadoptersaremorelikelytobuyanelectricvehicleoncetheybetterunderstandthetechnology.Evenamongstpotentialearlyadoptersforwhomelectricvehiclesholdthemostappeal,67percentstillhavelimitedknowledgeofhowtheyperform.721percentweremorelikelytobuyanEViftheyhadmoreinformationaboutcharging,vehicletypesandavailability.8Asneutral3rdpartieswithlocalexpertise,theCityandlocalnonprofitsaretherightagentstoraiseawareness.Inthesummerof2011theCitylaunchedabasicelectricvehiclewebsite,NYC.gov/driveelectric.Itprovidesinformationaboutthetechnology,linkstochargingmaps,andadescriptionoftherequirementstoinstallahomecharger.TheDriveElectricsitealsoclarifiesseveralcommonmisunderstandings.Forexample,prospectivebuyersoftendonotfullyunderstandthevarietyinEVmodelsandtechnology.Thedistinctionsbetweenpluginhybridsandfullbatteryelectricscanbelost,aswellasthefactthatEVsincreasinglycomeinmanyshapesandsizes,includingminivansandSUVs.DriveElectricusesthecharacterstudiesfromtheCitysconsumerresearchstudytoshowthevarietyoftypesandhowelectricvehiclesdoanddonotworkfortypicalNewYorkers(AppendixC3).However,thesitedoesnotaddresssomekeygoalsidentifiedintheEVstudy.Forexample,thesitedoesnotpromotevisibilityandrecognition,whichareimportanttoEVearlyadopterssincetheyaremakingachoicetobeonthecuttingedge.Theywanttobesupportedintheirdecisiontoreduceclimatechangeandforeignoildependence.TheCitysoutreachservestomakebasicinformationavailableandaccelerateadoptionofelectricvehicles.Earlyadopterssupportelectricvehicleinvestmentlocallyandnationally,andalsoleadbyexampleindemonstratingelectricvehicleviability,therebypavingthewayforthenextwaveofadoption.For

those

potential

early

adopters

that

do

not

have

deepfamiliaritywithEVs,theCityandEmpireCleanCitieshavemadeitpossibleforthemtoseethecarsinpersonandliterallykickthetires.Empire

Figure3:ElectricVehicleSigninCentralPark7

PlaNYCEVStudy.January,2010.8

Ibid.7


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CleanCitiesandtheCityhavespearheadedorparticipatedinnearlyadozenshowcasesofelectricvehicles.Someoftheseeventsweregearedtowardsenthusiasts,suchasNationalPluginDay,whichtheCitycosponsoredin2011and2012,orthenonfestivalworldpremiereofthe EVOutreachEvents

2011documentaryRevengeoftheElectricCar1. FleetDayinFlushingMeadows(May)attheCentralParkbandshell.Thatevent 2. ScreeningofRevengeoftheElectricCar(July)

drewover500peopleandshowcased3. QueensChamberofCommerceFair,CitiField

someoftheelectriccarsintheCityfleet. (September)OtheroutreacheffortsbroughtEVstothe 4. NationalPlugInDayatPier54(October)people,suchasSummerStageand 2012CentralParksAdventuresNYCoutdoor 5. FleetDayinFlushingMeadows(May)

6. CentralParksAdventuresNYC(June)festival.IneventswithCityvehicles,7. MissionElectricDayat

driversfromtheDepartmentsofStatenIslandYankeesGame(July)

Transportation,Sanitation,andParks8. SummerStageConcertinCrotonaPark,Bronx(July)

reassuredNewYorkersthatevenafter 9. TourdeQueensBicyclingEvent(July)thousandsofmilesthesevehicleswork 10. HarlemAutoShow(August)well.Throughsimpleexposure,thousands 11. NationalPlugInDayinTimesSquare(September)ofNewYorkersarenowmorefamiliarwithelectriccars.AnadditionalexampleofthisisinCentralParkwhereseveraloftheCitysvehiclesparkandcharge.AccordingtotheParksDepartmentthishasbecomeaminortouristattraction.Tobettersatisfytheneedforcommunity,NewYorkandEmpireCleanCitiescollaboratedwithBoston,PhiladelphiatocreateMissionElectric.org,amapbasedsocialtoolthatallowsNewYorkerstohaveavoiceinelectricvehicleinfrastructure.ThegoalofMissionElectricistogetpublicfeedbackandcreatecommunityaroundEVs.Potentialelectricvehicleearlyadopterswanttoberecognizedandsupportedforbeingonthecuttingedge.MissionElectric,throughitswebsiteandthroughsocialmediasuchasTwitterandFacebook,isawayforthemandotherNewYorkerstobepartofateamthathelpsshapeNewYorkselectricvehicleinfrastructure.PurposeLLCandOpenPlans,respectiveleadersinmassdigitalparticipationandopensourcemapping,helpedcreateMissionElectric.TheMissionElectricsiteenablesuserstovoteonthelocationofEVfocusedeventsandprograms.Thefirstvote,doneinbothBostonandNewYork,allowedresidentstochoosewhicheventsMissionElectricwouldattend.Italsoallowedusersubmission,sothatpeoplecouldsuggestabirthdaypartyandhavetheirfriendsvotetohaveMissionElectricbringanEV.Theseelectrifiedeventswereasoftlaunch,intendedtotestthewebsiteandraisevisibilitybyattendingphysicalevents.MissionElectricwenttofiveoftheevents,includingallthetopvotegettersaswellasothers.ThesecondhigherprofileinitiativeinvolvedacollaborationwiththelargeNewYorkbaseddrugstorechainDuaneReade,whichhadcommittedtoincorporateelectricvehiclesintoitsfleet.ThecampaignallowedNewYorkerstoselectwhichDuaneReadestoresthecompanywouldserveonlywithelectrictrucks.Toincreaseawarenessaboutthecampaign,theCityworkedwithNYC&Co,whichprovidedtheprobonospacetoplacephysicaladsonover100busshelters(AppendixC1).Thecampaignalso

8
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receivedsignificantattentionfromonlinemediasources,includingpresscoveragefromTriplePundit,NPR,EVenthusiastblogs,andthefleetanddrugstoretradejournals(AppendixC2).Overthreehundredusersvotedduringthecampaign,andsevenstores,includingthetopvotegettersinParkSlopeandHowardBeach,wonelectricvehicledeliveries.ThecampaignsuccessfullyincreasedawarenessofEVinvestmentsinthecityandDuaneReadereceivedrecognitionforitsinvestments.

Figure4:BusShelterAdvertisementforMissionElectric

ThethirdandfinalcampaigninvolvedapartnershipwithHertzOnDemandandhelpedtotestthevalueofcrowdsourcing.Thiscampaign,whichendedinDecember2012,enabledNewYorkerstovoteonwheretheywanttolocateelectriccarsharevehiclesofferedbyHertz.UptothreegaragesthroughoutthecitycouldbeselectedtoreceiveEVsprovidedthattheyreceivedatleast100emailaffiliatedvotes.Unfortunately,noneofthepotentialEVlocationsreachedthevotethresholdHertzrequired,delayingtheopportunitytotestthevalueofcrowdsourcing.Nevertheless,MissionElectricisanexampleofhowatechnologyfocusedcampaigncanconversedirectlyandeasilyengagewithresidents.Engagingthepublicthroughcrowdsourcinghasotherbenefitsaswell,includinggaugingdemandandprovidingrecognitionforinvestorsingreentechnology.Anticipatingdemandforanemergingtechnologylikeelectricvehiclescanbechallenging,especiallyonahyperlocallevel.Forexample,in2011theCityandColumbiaUniversityusedhybridownership,census,anddemographicdatatodeterminewhichneighborhoodswerelikelytocontainearlyadopters;thissamecriteriaisusedbynationalchargerproviderstodetermineinstallationlocations.Thoseproxiesareuseful,butincomplete.Forexample,theydonotincludetravelpatterndatatoestimatevisitorusage.Inothercases,suchasprovidingelectriccarshare,thereisevenlessdataforestimatingdemand.

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Design History and Choices for Mission ElectricThewebandsocialmediafirmPurposewasanoriginalcollaboratoronthedesignandstructureofMissionElectric.ThesitewasconceivedasanoutgrowthofNYC.gov/driveelectric.Thatsiteprovidesinformationaboutthetechnology,linkstochargingmapsandrequirementstoinstallahomecharger.ItusesarchetypalcharacterstudiesfromtheCitysconsumerresearchstudytoshowthevarietyoftypesandhowelectricvehiclesdoanddonotworkfortypicalNewYorkers(AppendixC3).UsingstoriesbasedonthecircumstancesoftypicalEVearlyadoptersmakesinformationaboutchargersandvehicleattributesmoreaccessible,butitstillpresupposesaconsumerwhoisalreadyfaralongthebuyingprocess.Thosestoriesaremostusefulforsomeonealreadyseriouslyconsideringpurchasinganelectriccar.MissionElectricisdesignedtoallowwiderparticipationofEVsupportersandprospectivebuyersbyallowingthemtoengagethroughvoting.EveniftheyarenotreadytopurchaseavehicletheycanstillparticipateandlearnmoreaboutEVsintheircity.Creatingamoreengagingsiterequiredidentifyingthetargetaudiences,planningrealisticprojectsthatpeoplecouldvoteon,andcreatingawebsiteidentitythatencouragedparticipation.TomeetthefirstandsecondgoalsPurposeledaninternalandexternalideationsession.ThelargersessionincludedrepresentativesoftheNYCDoT,EmpireCleanCities,TheOfficeofLongTermPlanning&Sustainability,theCityofBoston,andtheCityofPhiladelphia(AppendixC4).ParticipantswereprimedbeforehandtoconsiderEVactivityintheircommunities,socialengagementtheyfindappealing,andpotentialprojectstheycouldseethewebsitespearhead.Scalability and Underlying Technology

Oneinitialrequirementwastocreateadesignthatcouldbeusedbymultiplecities,inthiscaseNewYork,Boston,andPhiladelphia,butpotentiallyothersinthefuture.Thesiteisbuiltsothatitcanscaleuptomanycitieswithminimalextradesignandhostingcosts.TheuserfacingdesignusesWordpress,thewebsmostcommonblogandcontentmanagementsystem.9TheunderlyingmapandvotingtoolsarenamedShareaboutsandbecausetheyareopensourceotherpartiescanrepurposethemfortheirownneeds.Thatcodecanbefoundatthewebsitewww.shareabouts.org.InadditiontoMissionElectric,ShareaboutshasbeenusedinPortlandandNewYorktoidentifybikesharelocations,andwasrecentlyusedtoprovidearealtimelistofSandycleanupvolunteeropportunities.10Featuresincludeaflexiblelayout,theabilitytoconfigureamapwithboundariesandneighborhoodnames,andexportthedata.Target Audiences

Discussionssuggestedthatnotallthreecitiessharedthesameaudiences.ForexampleparticipantsfeltthatBostonandPhiladelphiadrivershavemorepragmaticrelationshipswiththeircarswhileformanyNewYorkdriversatleastathirdofearlyadoptersasdefinedbytheCitysconsumeradoptionstudycarsrepresentsomepartoftheiridentities.WiththosedifferencesinmindPurposeidentifiedseveraltargetaudiences:9

http://techcrunch.com/2011/08/19/wordpress nowpowers22percentofnewactivewebsitesintheus/10

https://github.com/openplans/shareabouts/wiki/ProjectsthatuseShareabouts10
http:///reader/full/www.shareabouts.orghttp:///reader/full/opportunities.10http:///reader/full/opportunities.10http://techcrunch.com/2011/08/19/wordpress-now-powers-22-percent-of-new-active-websites-in-the-ushttp://techcrunch.com/2011/08/19/wordpress-now-powers-22-percent-of-new-active-websites-in-the-ushttp://techcrunch.com/2011/08/19/wordpress-now-powers-22-percent-of-new-active-websites-in-the-ushttp://techcrunch.com/2011/08/19/wordpress-now-powers-22-percent-of-new-active-websites-in-the-ushttp://techcrunch.com/2011/08/19/wordpress-now-powers-22-percent-of-new-active-websites-in-the-ushttp://techcrunch.com/2011/08/19/wordpress-now-powers-22-percent-of-new-active-websites-in-the-ushttp://techcrunch.com/2011/08/19/wordpress-now-powers-22-percent-of-new-active-websites-in-the-ushttp://techcrunch.com/2011/08/19/wordpress-now-powers-22-percent-of-new-active-websites-in-the-ushttp://techcrunch.com/2011/08/19/wordpress-now-powers-22-percent-of-new-active-websites-in-the-ushttp://techcrunch.com/2011/08/19/wordpress-now-powers-22-percent-of-new-active-websites-in-the-ushttp://techcrunch.com/2011/08/19/wordpress-now-powers-22-percent-of-new-active-websites-in-the-ushttp://techcrunch.com/2011/08/19/wordpress-now-powers-22-percent-of-new-active-websites-in-the-ushttp://techcrunch.com/2011/08/19/wordpress-now-powers-22-percent-of-new-active-websites-in-the-ushttp://techcrunch.com/2011/08/19/wordpress-now-powers-22-percent-of-new-active-websites-in-the-ushttp://techcrunch.com/2011/08/19/wordpress-now-powers-22-percent-of-new-active-websites-in-the-ushttp://techcrunch.com/2011/08/19/wordpress-now-powers-22-percent-of-new-active-websites-in-the-ushttp://techcrunch.com/2011/08/19/wordpress-now-powers-22-percent-of-new-active-websites-in-the-ushttp://techcrunch.com/2011/08/19/wordpress-now-powers-22-percent-of-new-active-websites-in-the-ushttp://techcrunch.com/2011/08/19/wordpress-now-powers-22-percent-of-new-active-websites-in-the-ushttp://techcrunch.com/2011/08/19/wordpress-now-powers-22-percent-of-new-active-websites-in-the-ushttp://techcrunch.com/2011/08/19/wordpress-now-powers-22-percent-of-new-active-websites-in-the-ushttp://techcrunch.com/2011/08/19/wordpress-now-powers-22-percent-of-new-active-websites-in-the-ushttp://techcrunch.com/2011/08/19/wordpress-now-powers-22-percent-of-new-active-websites-in-the-ushttps://github.com/openplans/shareabouts/wiki/Projects-that-use-Shareaboutshttps://github.com/openplans/shareabouts/wiki/Projects-that-use-Shareaboutshttps://github.com/openplans/shareabouts/wiki/Projects-that-use-Shareaboutshttps://github.com/openplans/shareabouts/wiki/Projects-that-use-Shareaboutshttps://github.com/openplans/shareabouts/wiki/Projects-that-use-Shareaboutshttps://github.com/openplans/shareabouts/wiki/Projects-that-use-Shareaboutshttps://github.com/openplans/shareabouts/wiki/Projects-that-use-Shareaboutshttp:///reader/full/www.shareabouts.orghttp:///reader/full/opportunities.10http://techcrunch.com/2011/08/19/wordpress-now-powers-22-percent-of-new-active-websites-in-the-ushttps://github.com/openplans/shareabouts/wiki/Projects-that-use-Shareabouts


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EVclubs&enthusiasts motivatedbytheirpassionforEVs EarlyandprospectiveEVbuyers motivatedbytheirdesiretohaveanurbanenvironmentin

whichEVsmakesense,i.e.theinfrastructurenecessarytomakeowninganelectricvehicleconvenient,affordable,andsustainable

Peopleinterestedinsustainabletransportationandurbansustainabilitymotivatedbytheirpassionforsustainabletransport/urbansustainability

Fleetmanagers motivatedbytheirdesireforgoodPR,economicincentives,increasedbrandawareness&equity,potentialincreaseinsales

Bikers motivatedbytheirdesireforcleanairandsustainabletransportation Peopleinterestedinopengovernment motivatedbytheirpassionforparticipatinginpublic

decisionmakingandtheircitysgovernanceThesiteuseditscontests,blogcontent,andsocialmediapostingstoappealtothoseaudiences.Thefollowingareemblematictweetsandtheaudiencestheyappealto:

EVEnthusiastsOpenGovernmentSupporters

UrbanSustainabilityUsers,OpenGovernment EVEnthusiasts,UrbanSustainabilitySupporters,SupportersFigure5:EmblematicMissionElectricTweets&TargetAudiencesTheMissionElectricnameandlogoweredesignedwithattentiontocorebrandattributesaswell.Thegoalsweretomakethelogoapproachable,dynamic,andlocal.Theywerebuilttoavoidappearingtoopolicyoriented,irrelevant,orisolated.Purposepresentedthreevaluesforthesitetoembrace:emphasisonpublicparticipation,potentialtoshapethecityinapositiveway,andtheabilitytomakeanimpactquickly.Thelastvaluereflectsthefactthatelectricvehiclesaregainingmarketshareandnotjustatechnologythatisperpetuallyoverthehorizon.Threefinalistnamesand18logodesignswerecreatedandinformallytestedatbothPurposeandOLTPSbeforechoosingthefinalnameandlogo.ForthosealternativesandmoredetailonthebrandingprocesspleaseseeAppendixC5.

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Project Types

Theideationresultedinmanypromisingproposals,includingthethreethatNewYorkCity(andBostoninpart)carriedout:electrifiedevents,etruckchallenge,andchooseyourcarshare.Eachofthesebalancedachievabilityandengagement.Forexample,havingNewYorkersvoteonwhichCityfleetshouldreceivenewelectricsedanshadhighachievabilitybutlowengagementvalue.Likewise,havingpeoplevoteonchargershasbenefitsforEVSE11installersbyidentifyingdemand,butasacampaignitappealsprimarilytoexistingEVdrivers.Thoughthecampaignhashighachievability,itwouldrisknotgeneratingenoughengagement.Forthosereasonsthoseproposalswerenotfurtherdeveloped.Belowarechosenprojectsandtheirattributes:

Description ValueProposition TargetParticipants PartnersElectrifiedevents Peoplecollaboratively

decidewhicheventsshouldbeelectrifiedwiththepresenceofanEV

PRopportunityforeventproducers;opportunityforelectricassetowners/brandstoshowcasethemandtraindriverstodiscussthemwiththegeneralpublic

Eventattendees,EVenthusiasts,peopleinterestedinsustainabletransportationandurbanism

Eventproducers;EVassetowners

Etruck People Heightenedvisibilityand EVfleetbrandsconsumers Brandschallenge collaboratively buzzforbrandswithEVsin andemployees,EV withEVs

decidewhich theirfleets enthusiasts,people intheirneighborhoods interestedinsustainable fleetsshouldbeserviced transportationandurbanbytheelectric sustainabilitytrucksofparticipatingcompaniesElectric

carshare PeoplecollaborativelydecidewhichcarsharelocationsshouldofferEVs

PRandcustomerengagementopportunityforcarsharebrands,alongwithgreaterawarenessandhigherutilizationofwinninglocations

Carshareconsumers,partneringcarsharebrandsemployees,generalcarshareusers,EVenthusiasts,peopleinterestedinsustainabletransportationandurbansustainability

Carsharebrands

TheChallenges of aPublic Private PartnershipThepromiseofMissionElectricispartlyincombiningthecredibilityofthepublicsectorwiththeinvestmentpowerofprivateindustry.RaisingawarenessofprivateEVinvestmentsisgoodforboththeCity,whichwantstoencourageadoption,andalsothebusinessesthatwantcreditfortheirenvironmentalcommitment.Eachpartnerweighsthesebenefitsagainstthereputationalriskworking11

EVSEstandsforelectricvehiclesupplyequipment.EVSEsarecommonlyreferredtoaschargers.EVSEisamoretechnicallyaccuratedescriptor,butforreadabilitythisreportusesthetwotermsinterchangeably.

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togethercreates.Businessesfearallowingthepublictoomuchsayinwhataretraditionallyinternaldecisionsliketruckroutesandcarshareplacements.Foritspart,thegovernmentfearsbothplayingfavoriteswithprivatecompaniesandcreatingfalseexpectationswiththepublic.Unfortunately,thoseconcernscanlessentheattributesthatmakeanonlinevoteexcitingtothepublic.MissionElectricsurmountedthoseissues,butittookthecarefulselectionofpartnersandrestructuringofbothetruckchallengeandelectriccarshare.Onlyaselectfewpartnerswereabletoprovideacompellingcontestforusersandmeetsocialequityandpolicyrequirementsofthegovernmentpartners.Forexample,withtheDuaneReadecampaign,somevehicleswerepreassignedtoneighborhoodswithhighasthmarates.Whilethisensuredthatpolicygoalsweremet,itreducedthedynamismofthecontestbylimitingtheavailablenumberoflocationsupforvote.RecreatingaMissionElectricstyleengagementrequiresmanypotentialpartnerssincesome,despiteagoodfaithinterest,willbeunabletomeettheprojectrequirements.Apublicprivatepartnershipcanincreaseinvestmentandpublicacceptance,butitrequiresmeetingbothprivateoperationalrequirementsandnonprofitorgovernmentsocialstandards.Onlyasubsetofpartnershipscanmeetthosedualneeds.3.2MeasurementMetrics&CampaignResultsSeveraltoolsareusedtomeasureMissionElectricsonlinereach:GoogleanalyticstracksdetailsonMissionElectricsuchaswhattypeofdeviceauserisbrowsingfrom,iftheycamedirectly,viasearch,werereferredbysocialmedia,anotherwebsite,oremail,andwhatregiontheywerefrom.Analyticsalsoshowshowlongavisitorstayedandwhatpagestheyvisited.Bit.lyisaURLforwardingservice.Forexample,http://bit.ly/MPNlrywillgetredirectuserstohttp://nyc.missionelectric.org.Bit.lyhastwofunctions:conservingspaceforTwitterposts,whichallowamaximumof140characters,andtrackingspecificoutreach.MissionElectriccreatednewbit.lylinksforeachcampaign.Facebookanalyticsprovidesengagementanddemographicdata.ItshowshowfrequentlyFacebooklinksareshared,howmuchtheyreliked,andtheirreach,orhowmanypeopleseeourcontentthrougheitheradvertisingorthroughbeingsharedbyfriendsfeeds.

Figure6:DemographicInformationonMissionElectricFacebookFriendsasof12/10/201213
http://bit.ly/MPNlryhttp:///reader/full/http://nyc.missionelectric.orghttp://bit.ly/MPNlryhttp:///reader/full/http://nyc.missionelectric.org


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Byeverymeasure,thefirstcampaign,theetruckchallengewasthemostsuccessful. Itreceivedover1,800sitevisits,300votes,andearnedmassmediaarticlesfromseveralsources,includingtriplepunditandplugincars.com,bothofwhichrepresenttwoofthekeyaudiencesidentifiedintheCitysEVstudy.Componentsthatmadethecampaignsuccessfulincluded:

Campaignpressevent/photoopwiththeCitysDirectorofSustainability AcoordinatedsocialmediastrategywithDuaneReadeandMissionElectric Theuseofdonatedbusshelteradvertisingwithamarketvalueofover$200,000 DuaneReadeinstorepromotion:Instoreradioandaisleadvertising (AppendixC6) DuaneReadeonlineadvertising(responsiblefor20percentoftraffictothecampaign) Physicaleventparticipation(SummerstreetsNYCtruckshowcase) Largegiveaway(agiftbasketworth$250) DuaneReadestoreemployeesengagedandvoting

DuaneReadesconsiderablewebandstreetlevelpresencehelpedtodrivethesuccessofthecampaign.The company promoted the etruck campaign prominently on its homepage, generating over 300referralsforthemonthitwasactive.Insocialmedia,thecompanyhasover57,000Facebookfriendsand143,000Twitterfollowers,whichitalsoused.ThisrevealeditselfonAugust22,2012whennearlytwothirds of referral traffic came from social media during a day Duane Reade tweeted and posted onFacebook.TheremaindercamedirectlyfromDuaneReadeswebsite(AppendixC7).New York City also lent its social media support, tweeting from NYC.gov (with an audience of over50,000), GreeNYC, 311, the New York City Mayors Office and Office of Social Media, and the ParksDepartment.On the other hand, sites with a more targeted, EV audience referred far fewer people despite theiralignmentwithMissionElectric.ForinstanceonOctober25,2012,theHertzcampaignlaunchedwithanarticleinGreencarreports.com.Thatarticleledtoonlyninepeopleloggingontothewebsitethatday.Greencarreportshasasmalleroverallaudience(42,000Facebookfans,9,000Twitterfollowers),butnotmarkedlyso.However,asanationalsiteitlikelyhasfarfewerNewYorkCityreaders.Thisindicatesthathavingthesupportofapartnerwithlargelocalreachisimportant,eveniftheiraudienceisbroaderthantheEVenthusiastcommunity.TherewereseveralreasonsthattheHertzcampaigndidnotachievethemomentumthatDuaneReadedid.First,HurricaneSandycausedasignificantdisruption.TheCitydidnotpromotethecampaignforover

three

weeks

as

its

social

media

channels

focused

on

storm

recovery

topics.

Second,

Hertz

did

not

advertiseorpromoteasheavily,eithertoitscustomersorthemedia.Thelackofaphysicalkickoffeventalso likelyreducedthepresscoveragepotential.Hertzalsorealizedthat itpickedseveral locations illsuitedforelectricvehiclesandadjustedthem.Eachofthesefactorsdelayedpromotionanddampenedinitialparticipation.

14
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Hertz DuaneReadeVisitors 949 1775Votes 130 301Days 53 56FacebookLikes 397 95Figure7:KeyMetricsfromHertz&DuaneReadeCampaigns

Finally,theHertzcampaignwasconstructedasonethatwould launch inbothBostonandNewYork.Hertz and representatives fromBostonwereunable to find agreeable locations andwere thereforeunabletocreateapartnerproject.Asaresult,thecampaignhad lowerthanexpectedorganicgrowthandearnedmedia.Hertzrequiredthatasitehaveatleast100emailaffiliatedvotesforthecompanytoguaranteeaddingavehicleandnoneofthelocationsmetthatthreshold(AppendixC8).Surprisingly,thoughtherewerelessvotesandvisitorsduringtheHertzcampaign,MissionElectricsfollowingonFacebooksurgedduringthisperiod.Partlythroughjudicioususeofadvertising,thesocialmedia

postings

reached

nearly

25,000

people

and

posts

from

November

14

ththrough

December

7

th,

2012,received142likes.ThisreflectsthatMissionElectriccanhaveasocialmediapresenceandimpactevenintheabsenceofanactivewebsitemission.3.3CommunicationMobile Interface

One clear design limitation is the lack of mobileinterface.Approximately20percentofusersloggedinusingamobiledevice.Facedwithaninterfacethatdidnotallow them to voteoreasilynavigate,nearly80percentofthoseusers leftwithinseconds.Thismostsignificantly affected users on Twitter, who mostfrequently visited from mobile devices. Mobile andtablet computing is the fastest growing computingsegment.Tabletsaloneareexpectedtoexceedlaptopsales by 2017.12 Adding amobile interface is a toppriority. Figure8:ComparisonofMobile&PCSite

Engagement

12QuarterlyMobilePCShipmentandForecastReport,NPDGroup.2q2012.

http://www.displaysearch.com/cps/rde/xchg/displaysearch/hs.xsl/quarterly_mobile_pc_shipment_and_forecast_report.asp

15
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Figure9:

Mission

Electric

Sources

of

New

Users

Communication Channels

ToreachitsaudienceMissionElectricprimarilyusedemail,Facebook,andTwitter.MissionElectricsentout6emailblasts.Overall,allcampaignssawanaverageopenrateof35percent.Incomparison,theaverageopenratefornonprofitsisaround20percent.13Thisrelativelyhighratereflectedjudicioususeofthetool,areceptiveaudience,andthesharingofrealnews.Thekickoffemailsdidfarbetterthantheupdatesorsubsequentemailsurgingrecipientstovote.Facebook:Themostsuccessfulpostsusedstrongimages.Forinstance,over8,000userssawtheposttotheright.Thepostwiththehighestreachwasalsoanimage,thistimesubmittedbyaMissionElectricfollowerinEurope.Inthe

pictureweseeanexampleofEVcarshareinParis.Thisimagedrew208organicusers,withanoverallviralreachof6,692.Overall,MissionElectricsreachwashigherwhenpostswerepickedupbyorganizationswithlargevisibilitysuchasDuaneReade.Twitter:Twitteranalyticsarehardertoquantify,butgoodmeasuresforviralityincludementionsthenumberoftimesthatothersusedtheTwitterhandle@MissionEVandretweetsthenumberoftimesthatatweetwas

pickedupbyotherusers.Overall,MissionElectrichad107mentionsand60retweets.13

http://mailchimp.com/resources/research/emailmarketingbenchmarksbyindustry/16
http:///reader/full/percent.13http:///reader/full/percent.13http://mailchimp.com/resources/research/email-marketing-benchmarks-by-industryhttp://mailchimp.com/resources/research/email-marketing-benchmarks-by-industryhttp://mailchimp.com/resources/research/email-marketing-benchmarks-by-industryhttp://mailchimp.com/resources/research/email-marketing-benchmarks-by-industryhttp://mailchimp.com/resources/research/email-marketing-benchmarks-by-industryhttp://mailchimp.com/resources/research/email-marketing-benchmarks-by-industryhttp://mailchimp.com/resources/research/email-marketing-benchmarks-by-industryhttp://mailchimp.com/resources/research/email-marketing-benchmarks-by-industryhttp://mailchimp.com/resources/research/email-marketing-benchmarks-by-industryhttp:///reader/full/percent.13http://mailchimp.com/resources/research/email-marketing-benchmarks-by-industry


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Figure10:EmailReachandAudienceReceptionThesestatisticsindicatethatMissionElectrichasastrongrelationshipwithitsaudience,butonethatcannotbetakenforgranted.Emailswithlessactionableinformationreceivedlessattention.Growingthisaudiencewouldhelpensureastablebaseofvotingforfuturecampaignsintheirarea.ConclusionMissionElectricpioneeredempoweringresidentsinNewYorkandBostonasayinelectricvehicleinfrastructure.Earlyadopterswanttoparticipateinacommunity,throughvotingorothermeans.VotingisalsoavehicleforrecognitionfortheEVorEVinfrastructureproviders.However,votingisnotwithoutchallenges.Projectsmustlendthemselvestomapbasedrepresentationandpartnershavetobecomfortablewithrelinquishingsomedecisionmakingtothepublic.YetastheDuaneReadecampaigndemonstrates,asuccessfulprojectcreatesvisibilityandexcitementinawaythatatraditionalpressreleaseoreventwouldnot.MissionElectricwouldlikelybenefitfromexpansionintoothercities.Scalewouldallowthesitetoincreasethefrequencyofcampaigns,audienceandoverallexcitement.Thecosts,intermsofadditionalhostingandlaborwouldbemodest.Regardless,keyEVstakeholdersshouldconsideralsocreatingalocal,consumerfocusedchannelforelectricvehiclesintheircommunities.

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IncreasingChargerAccessAsofDecember2012NewYorkCityhasnearly100publiclevelIIchargers.ItdoesnotyethaveanyDCfastchargersthoughtwoarecurrentlybeinginstalledaspartofataxipilot.ThankstograntsfromtheNewYorkStateEnergyResearchandDevelopmentAuthority(NYSERDA)thatnumberwillgrowsignificantly.TheCity,throughaNYSERDAgrantandinpartnershipwiththeNewYorkPowerAuthority(NYPA),willinstall53chargersinpublicgaragesthatitalreadyowns.Thosechargers,andanefforttoexpandlevelIchargingdescribedonthefollowingpage,helpmeetdemandinareasunderservedbytheprivatesector.ThissectiondescribesthreeotheropportunitiesevaluatedbytheCitytoexpandaccesstocharging:onthestreetthroughafoodvendorelectrificationpilot,ingaragesthroughcreatingEVreadyparkingspaces,andonthegothroughfastcharging.TheseinitiativesreflectthespecificchallengesandopportunitiesNewYorkfaces.BuildingcodechangesthatrequireasubsetofparkingspacestobeEVreadyorhavechargershavethepotentialtoincreasechargeraccessnowandinthefuture.ThisisapolicythatcitiessuchasVancouverandLondonhaveembraced.InjustoneyearplusthetimeofconstructionbuildingcodescouldincreasethenumberofEVreadyspotsintheCitytwentyfold.ThoughthiswouldonlyaffectnewbuildparkingitwouldstillhavewidebenefitsthankstoNewYorksdensity.Garagesarerarelyprivateandareinsteadusuallyopentothepublic.ThereforeanewgaragewithEVchargersincreasesEVbuyingpotentialforallthosenearby.Anewparkinggaragewithchargersortheabilitytocheaplyinstallthemwouldbeavaluablepieceofneighborhoodinfrastructure.Providingelectricitytofoodvendorsmaypavethewayforcurbsidecharging.FoodvendorshaveslightlylowerpowerneedsthanEVs,aclearwillingnesstopay,andpredictableoperatingpatterns.Byhoningacurbsideelectricityservicewiththissubsetofusersnow,theCitywilllearnhowtoprovideacosteffective,similarserviceforEVs.TheonlywaytheCitywillprovidecurbsidechargingatscaleisifitcanfindaprofitableorrevenueneutralbusinessmodel.Fastchargingisanotherchargingmethodthatmayunlockdemand.Italleviatesrangeanxietyandmaybecomeawayforhighusagefleetssuchastaxistooperateelectricvehicles.Unfortunatelylandandelectricitycostslimitthebusinessmodelsthatmakeitwork.TheCityhasidentifiednearly500propertiesitownsindesirablefastchargelocations.Thoughnotallofthesewillbesuitableforhostingafastcharger,theCityownsenoughpropertiestofindgeographicallyandoperationallyappropriatesites.However,theCitybelievesthatitisnotprimarilypropertycostsbutelectricalonesthatarethekeybarriertoprovidingfastcharging.Demandcharges,whichpayforthegridrequirementsoffastconsumption,arethekeyeconomicproblem.Ithopestohelpdrivedownthosecostsbyworkingwithstakeholderssuchaschargermanufacturers,buildingenergymanagementsystemproviders,ConEdisonandthePublicServiceCommission.

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LevelICharging&GarageTrainingBeyondthethreeinitiativesabove,theCityalsoreachedouttoparkinggaragesandlotstoseeiftheywouldprovidewall(orlevelI)chargingforelectricvehicles.Approximately30garagesintheBronx,QueensandBrooklynnowofferoutletaccesstocustomerswithelectricvehicles.Wallcharging,orusingacordtoplugintoastandardoutlet,isnotasfastorconvenientasusingadedicatedcharger.Ittakesatleasttwiceaslongandrequiresavehicleownertousetheirowncord.Still,forpluginhybridsorextendedrangeelectricsliketheVolt,itcanbesufficient.GeneralMotorshasfoundthatover60%ofVoltownersuseanexistingstandardoutletathomeinsteadofinstallingadedicatedcharger.Thosevehiclescanfullychargeovernightusingawalloutlet.GaragesthatofferthisservicemakeiteasierforNewYorkerstousepluginhybridsanditisalsoasteptowardsthemofferingfasterlevelIIcharginglater.Additionally,EmpireCleanCitiesandBeamChargingtrainedover250parkingattendantsin30garageswithchargersandcreatedamanual(AppendixH)onhowtoproperlyusetheequipment.GaragesprovidealynchpinofNewYorkCityscharginginfrastructureandoftenitistheattendants,notthedrivers,whowillplugthecarintothechargingequipment.Driversneedtobeconfidantthattheirvehicleswillbereturnedwiththerangetheyexpect,lesttheyloseconfidenceinusinggaragesforcharging.

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4 ElectricVehicleBuildingCodes4.1OverviewNewYorkisaCitybuiltonanticipatingthefuture.In1811,aplanwasdevelopedtooverlayastreetgridacrosstheagrarianandwildlandscapeofupperManhattan.Ourreservoirsandwatertunnels,beguninthemid19th century,arestillamarvelofengineeringandmakeupthe largestunfilteredurbanwatersysteminthecountry.Finally,injust25yearswecreatedthebulkofthesubwaysystemthatwerelyontoday.Preparing for electric vehicles does not require the same audacity, but it does call for similarforethoughtinanticipatingtheinfrastructureneededasmorevehiclesrequirecharging.BuildingnewparkingtobeEVreadydoesnotneedtobeexpensiveandiscertainlycheaperthanexpostfactoretrofitting.Whileaddingafewchargerscanoftenbeaccommodatedwithexistinginfrastructure,meetinganticipatedfutureadoptioncanbecomequiteexpensiveifnotinitiallyplannedfor.Manyofthosecostscanbeavoidedbyplanningforelectricvehiclesnow.Forexample,inasurfacelot,thecostoftrenchingandrepavingaparkinglottoaccommodatetheductforwiresisfarmorecostlythanlayingthatductfromthebeginning.Inmostcircumstancesthecostofaddingtheelectricalcapacityandelectricalconduittoaparkingspotislessthan$100perspot,whichismodestinthecontextofbuildingsthatoftencostmillionsofdollars.Since2009LondonandVancouverhaveusedtheirbuildingcodestoprepareforEVadoption.Theybothrequire20percentofnewresidentialparkingtobebuiltEVready.Londongoesevenfarther,requiringEVreadyspotsandchargersnotjustforresidentialbuildings,butforretailandworkplaceparkingaswell.Vancouverscodeshavebeensosuccessfulthatitisconsideringexpandingthem.

London (Residential/Workplace/Retail)

Vancouver(Residential)

ChargersRequired(%) 20/20/10 ChargerReadySpotsRequired(%) 20/10/10 20CombinedTotal(%) 40/30/20 20YearIntroduced 2009 2009

Vancouver&LondonsapproachmaybeapplicabletoNewYorkaswell.Despiteanoveralllossofparking,citydevelopersstillbuildplentyofnewparkingeveryyear.Infact,startingin2009anaverage

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ofover10,000newspotshavebeenpermittedannually.14Thenewbuildparkingpermitsexhibitsurprisingdiversity.Itisbuiltinallfiveboroughs,pairedwithbuildingsofallsizes,inbothcommercialandresidentialfacilities(AppendixD).

Figure11:NewPermittedParkingbyBoroughBackgroundForlongtimegarageparkers,itissurprisingthatsomanynewspotsarebeingbuilt.Surfacelotsalloverthecityhavebeenclosedtomakewayfornewbuildings,causingtheoverallnumberofoffstreetparkingspotstodecline.Yet,whilemanyparkinglotsarebeingbuilton,theedificesthatreplacethemstillincludeparking.Developerscanbuildparkingwithoutnecessarilyreducingcommercialorresidentialspace.Parkinginabasementorsubbasementleveldoesnotcountagainstfloorareamaximums.15

Pastisnotnecessarilyprologue,butthemarketforthecontinuedbuildingofparkingshouldremainrobust.NewYorkhasgainednearly1millionpeoplesince1990.16PlaNYCforecastsevenmorenewresidents,withNewYorkgrowingto9millionpeopleby2030.Newhousingwillhavetobebuilttoaccommodatethosepeople.Thesteadinessofpastparkingconstructionsindicatesstabilityaswell;from2009through2012parkingconstructionhasremainedremarkablyconstant.ThoughtheDepartmentofCityPlanningisconsideringregulationstoreducerequiredparkingminimums,thereisstillmarketdemandforcarownership.AslongasNewYorkcontinuestogrow,developerswillcontinuebuildingthousandsofnewparkingspaces.14Forlocationsthatrequirefourormorespots.ParkingbelowthatnumberisnotrecordedbytheDepartmentof

Buildings.15http://www.nyc.gov/html/dcp/html/zone/glossary.shtml#floor

16http://www.census.gov

21
http:///reader/full/annually.14http:///reader/full/annually.14http:///reader/full/maximums%E4%AE%B15http:///reader/full/maximums%E4%AE%B15http://www.nyc.gov/html/dcp/html/zone/glossary.shtml#floorhttp:///reader/full/http://www.census.govhttp:///reader/full/annually.14http:///reader/full/maximums%E4%AE%B15http://www.nyc.gov/html/dcp/html/zone/glossary.shtml#floorhttp:///reader/full/http://www.census.gov


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4.2CodeModels&LanguageLikemostotherbuildingcodes,NewYorkCitysisbasedontheInternationalCodeCouncilmodellanguage.Thatmeansbuildingcodelanguagecanbesharedacrossthecountry.UnfortunatelyVancouverbasesitscodeontheNationalBuildingCodeofCanada,makingitdifficulttoreplicatethiscodelanguageintheICCmodel.17However,thecodesrequirements,bothintermsofpercentageofparkingimpacted,andtheconduitandelectricalpanelgoalsaretimetestedandtransferabletoothermodelcodes.Theywerepassedin2009andgovernmentexpertsconsiderthemwellreceived.

VancouverCodeLanguage:Part13ofDivisionB:EnvironmentalProtectionRegardingMultiFamilyDwellings 13.2.1.1ParkingStalls 20%oftheparkingstallsthatareforusebyownersoroccupiersof

dwellingunitsinamultifamilybuildingthatincludesthreeormoredwellingunits,orinthemultifamilycomponentofamixedusebuildingthatincludesthreeormoredwellingunits,mustincludeareceptacletoaccommodateusebyelectricvehiclechargingequipment.

13.2.1.2ElectricalRoomTheelectricalroominamultifamilybuilding,orinthemultifamilycomponentofamixedusebuilding,thatineithercaseincludesthreeormoredwellingunits,mustincludesufficientspaceforthefutureinstallationofelectricalequipmentnecessarytoprovideareceptacletoaccommodateusebyelectricchargingequipmentfor100%oftheparkingstallsthatareforusebyownersoroccupiersofthebuildingoroftheresidentialcomponentofthebuilding.

Initialanalysissuggeststhattheseparkingrulescanbeincorporatedintosections406.1through406.5ofChapter4oftheNewYorkCitybuildingcode.Thissection,MotorVehicleRelatedOccupancies,coversstructuralrequirementsforgaragesandparkingfacilities.Next Steps & ConclusionIncreasingaccesstochargingisaprerequisiteforlargescaleelectricvehicleadoption.BuildingEVreadinessintonewbuildparkingmaystriketherightbalanceofcostsandbenefits,sincetheinstalledelectricalconduitallowsfortheaffordableinstallationofchargerswhentheyareneeded.NewYorkCityisconsideringincorporatingEVparkinginitiativesintoitsGreenCodeTaskForceprocess.18

17http://www.bccodes.ca/vancouver bylaws.aspx?vid=QPLEGALEZE:bccodes_2012_view

18TheGreenCodesTaskForce,aPlaNYCinitiative,proposeschangestoconstructioncodesandregulationsthat

supportgreenbuildingstrategies.22
http:///reader/full/model.17http:///reader/full/model.17http:///reader/full/process.18http:///reader/full/process.18http://www.bccodes.ca/vancouver-bylaws.aspx?vid=QPLEGALEZE:bccodes_2012_viewhttp://www.bccodes.ca/vancouver-bylaws.aspx?vid=QPLEGALEZE:bccodes_2012_viewhttp://www.bccodes.ca/vancouver-bylaws.aspx?vid=QPLEGALEZE:bccodes_2012_viewhttp:///reader/full/model.17http:///reader/full/process.18http://www.bccodes.ca/vancouver-bylaws.aspx?vid=QPLEGALEZE:bccodes_2012_view


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5 CurbsideCharginginNewYorkCityCurbsidechargingmaybecomeimportantinNewYorkCity.Ineachofthefiveboroughs,thepercentageofcarownersparkingonthestreetrangesfrom22toover54percent,apopulationthatmusteventuallybeservedtomaximizeEVadoption.19However,thechallengeismatchingsupplyofcurbsidechargingwithdemandandtakingintoconsiderationthemanyothercompellingandcompetingusesforthecurb.CurrentlyinNewYork,garagechargingisstillnotfullyutilized.OtherNortheasterncitieswithchargersinthepublicrightofwayhavespentthousandsofdollarsoninstallationandalsoseenlowerutilizationinthosespotsthaninadjacentparking.ThelowusageandhighcostofelectrifyingparkingspotsmakesitdifficultfortheCitytopursueintheshortterm.However,theCityisexploringwaystoprovidecurbsideelectricitynowthatwillmakecurbsideelectrificationeasierlater,botheconomicallyandoperationally.ThemethodNewYorkislookingatisprovidingelectricitythroughexistinglightpolesforfoodvendors.Thereare3,000foodtrucksandcartsinNewYorkCity,manyofwhichusehighcost,highpollutiongenerators:

$

$0.20$0.40$0.60$0.80$1.00

EnergyCost

Cost($perkWh)electricalgrid

highefficiencygeneratorlowefficiencygenerator

Figure12:CostsofGridandGeneratorPower20

19NewYorkCityElectricVehicleAdoptionStudy,February2010

20AsestimatedbyOLTPSbasedongeneratorefficiencyandaverageNewYorkCityelectricityandgasolineprices

23
http:///reader/full/adoption.19http:///reader/full/adoption.19http:///reader/full/adoption.19


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Figure13:PollutionfromGridandGeneratorPowerNewYorkCitybenefitsinseveralwaysfromusingthismarketasaproxyforEVchargingandfocusingitsplanningeffortsonfirstprovidingitwithcurbsideelectrification.First,theoutletsprovidedforfoodtrucksareelectricallyverysimilartothoseforvehiclesandtheycanberetrofittedforeventualEVusage.Theymaythenservedoubleduty,chargingfoodcartsinthedaytimeandvehiclesatnight.Second,itgivestheCityanopportunityforhandsonlearningonhowtoprovideelectricitytoprivateusersatthecurbside.Becausefoodvendorsarearegulatedandlimitedgroupofcustomers,theCitycangainexpertiseforeventualcurbsidecharginginacontrolledway.Finally,becauseoftheirestablishedroutes

andhighcurrentfuelcosts,theyprovideamorecertainreturnoninvestment(ROI).ThisfinancialreturnwouldallowtheCitytomore

Pinkboxesrepresenteasilyexpandtheprogramareaofcanvasifitchosetochargefortheservice.Inpursuingthisplanning,theCityisworkingwithmanystakeholdersinthedesignofthispotentialpilot,includingtheNewYorkCityParksandTransportation

Departments,ConEdison,andaproviderofchargingforfoodvendors,GreenVendorsNYC.ItworkedFigure14:MapofFoodVendorCanvas

24


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withaconsultant,ClosedLoopAdvisors,whichanalyzedfoodcartandtruckenergyusagetodeterminepotentialmarketsize.Thatcompanysreport,doneonbehalfofOLTPSaspartofthisEVplanninggrant,includesanindepthlogisticalanalysis(AppendixA).Foodtrucks&cartsareanincreasingpartofthestreetscape.Surveyingsuggeststhatapproximatelytwothirdsofthe3,000mobilefoodvendorsusegenerators,addingnoiseandpollutiontoouralreadyloudandcongestedstreets.Toaddressthatissue,andtohelpunderstandhowtoonedayprovidecurbsidecharging,theCityisconsideringcreatingapilottoprovidefoodcarts&truckselectricity.Soonseveralvendorsmayhavetheoptionofusinggridpowerinsteadofgenerators.Generatorsarenoisyandoftenasourceofcommunitycomplaints.Infact,accordingtoconsumergradedecibelmeters,somecartsgeneratorsareasloudaschainsaws.Beyondnoisethough,theyarealsopolluting.AccordingtoananalysisbyClosedLoopAdvisorsdonefortheMayorsOfficeofLongtermPlanning&Sustainability,generatorsproduce5timesmoreCO2thanthegridandwellover100timesmoreNOx(whichcausessmog,lungdamage,andasthma).Vendorsdonotlikethegeneratorseither.Theyrequirefrequentfillups,breakdown,andareexpensivetouse.Infact,at$1.15perkWh,generatorpowercostsatleastfourtimesmorethangridpower.TounderstandthemarketClosedLoopAdvisorsandNYCServicecollaboratedonastrategicneighborhoodcanvas(Figure14).NYCServiceinternsvisitedsevenneighborhoodswithalargenumberoffoodmobilevendors.Theyquantifiedthenumberofvendorsusinggeneratorsandthesizesofthosegenerators.Over67percentofvendorsusegenerators,showingthatthereisasignificantmarketforprovidingelectricityforfoodcartsandtrucks.ClosedLoopalsodidabottomupanalysisofseveraltruckstodeterminewhattypesofvendorswouldbelikelycandidatesforelectrification.Sometrucks,predominatelyonesthatmakesoftserveicecream,yogurtorice,requiretoomuchpowertouseexistingelectricalinfrastructure.Howeverthecanvassuggestedthatofthevendorsthatusegenerators,90percentareasizethatcouldbeservedwithgridpower.TheCityisconsideringwhethertoimplementapilottoprovidepowertoseveralcartsandtrucks.Thepilotcouldworkbyutilizingexcesselectricalorconduitcapacityservingthecityslightpoles.21Theunitsthemselves

will

be

on

the

light

poles,

adjacent

to

them,

or

both.

22The

outlets

will

be

secured

through

technologylikeRFIDenabledaccessthatalreadyexistsformarinaandelectricvehiclechargers.

21Theexistingconduitmaybelargeenoughindiametertoaccommodateadditionalwiring.

22AccordingtotheDepartmentofTransportationlightpoleinstallationwillincreasepolemaintenancecomplexity.

Aseparatepolemountmaybepricecomparable,butitincreasesstreetclutterandmayrequireprotectionfrompotentialvehicularimpacts.

Figure15:PotentialUnittoMountonaLightpole

25
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Authorizeduserswillneedtotaptheunitwithanaccesscardforpowertoflow.Figure15showsanimageoftheunitlikelytobetested.Thepilotwillhelpanswerquestionsregardingvendorinterest,electricityusage,andpedestriancompatibility.ItwillalsoprovideexperiencewithhardwareonthestreetthatwilllowerinstallationcostsiftheCitydoeseventuallydecidetoprovidecurbsidechargingforvehicles.Byworkingfirstwithfoodcartsandtrucksanimmediatepollutionproblemcanbefixedwhilealsogeneratingrevenue.Thoughtheseunitsarebuiltjustforfoodvendors,futureonescouldservedoubleduty,providingpowertobothvendorsandelectricvehicles.Throughbothlearningandfuturedualpurposehardwareitpavesthewayforafuturewhenvehiclescanchargeonthecurb.Processofidentifyingfoodtrucks&cartsasameanstocurbsideelectrificationNewYorkCityconvenedwiththecitiesofSanFrancisco,Vancouver,Boston,PortlandOregon,WashingtonD.C.,London,andPhiladelphiatodiscusstheircurbsidechargingstrategies.ItalsoconferredwithitsDepartmentofTransportation,chargingcompanyproviders,andotherstakeholderstounderstandthebarriersandpotentialofprovidingcurbsidechargers.PortlandhasbeenparticularlysuccessfulwithitsElectricAvenue,whichisnearthecentralbusinessdistrict,butNewYorkisinauniquesituationbecauseofthehighdemandforparking.AccordingtotheCitysDepartmentofTransportationhighparkingutilizationmeansthatcreatingdedicatedEVparkingnowwouldlikelyresultinhigheroverallcongestion,byincreasingtheamountofdoubleparkingandsearchingforavailableparkingbyconventionalvehicles.TheCityfirstconsideredpairingvehiclesthatofferguaranteedhighusagewithcurbsideelectricspots.ItapproachedbothZipcarandHertzonDemand,twoofthebiggestcarsharecompaniesintheCity.Bothpreferredusingtheirexistinggaragemodel.Hertzidentifiedthehighinstallationcostsofcurbsidechargersasasignificantbarrier.Indeed,interviewswithrepresentativesfromothercitiessuggestedinstallationcostscouldbethreetofivetimesgreaterthaninagarage.InNewYork,whichhasthehighestconstructioncostsinthenation,thosedifferenceswouldlikelybeevengreater.Furthermore,theadditionalconcernofvandalismorneglectaddedadditionalpotentialmaintenancecosts.Togetherbothhighcostsanduncertaindemandoutweighthecurrentbenefits,especiallysincetheCitys2010studyconcludedthatitwouldnotinducedemandasmuchasincreasededucationandoutreach.Ofthesolutionsconsideredforfurtheringcurbsidecharging,creatinganeighborhoodclusterofEVcharging,pairingwithacarsharefirm,andprovidingpowertomobilefoodvendors,thelastofferedthelowestcostsandhighestbenefits.Installationwouldbesimplerandeasier,utilizationwouldbehighersincecustomerusagewouldbemoreassured,andwillingnesstopaywouldbegreatersincefoodvendorscurrentsourceofelectricityisexpensive,unpleasant,andunreliable.

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EconomicanalysisbytheCitysuggeststhatprovidingpowerfromlightpolescouldhaveaslittleasan18monthpayback:RevenueSensitivityAnalysis

Scenario1: Scenario2: Scenario3:BaseCase HigherCapital HigherCosts,Costs LowerUsage

ScenarioVariablesScenario1=expectedcosts,Scenario2= 2xCapEx,Scenario3= 2xCapEx,lessusageandlabor

CapitalExpenditures(CapEx) $ 800 $1,600 $1,600Chargers/Employee(LaborCosts) 350 350 275Annualelectricitycostincreases 3% 3% 4%Cityshareofrevenue 70% 70% 50%Hoursadayofusage 7 7 5

ResultsIRR 845% 132% 10%NPV $47,040 $42,207 $4,653

Figure16:RevenueProjectionsunderthreeScenariosEstimatingDifferentRevenueandOperatingExpensesPursuingfoodvendorsisnotunlikeTeslasstrategyoffirstproducingitsRoadster.Itfocusedfirstonahighmarginproductandofferedittoareceptive,relativelysmallaudience.Ituseditsnewfoundexpertisetoreducecostsandthenofferasolutiontoalargerpartofthemarket.Therearemanychallengeswithcurbsidecharging,includinguncertaindemand,highcapitalcosts,andongoingmaintenance.Thispilotaimstoreduceinstallationcostsandprovidedatatobetterestimatemaintenanceandoperatingcostsforcurbsidecharginglater.

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6 FastChargingThefollowingisatwopartanalysisoffastcharginginNewYorkCity.Incomparisontostandard6.6kWlevelIIACcharging,fastchargingrangesfrom25to90kW.Thisallowsmanyvehiclestonearlyorcompletelyfillupin30minutesorless.Thetechnologyhasvaluetoconsumersforreducingrangeanxiety,butitmayhavevalueforheavilyusedcommercialvehiclesaswell.Thefirstpartofthisanalysisincorporateslessonslearnedfromeffortstoinstallthreefastchargersthissummeraspartofafleetproject,specificallyanelectrictaxipilot.Thelocationsbeingsoughtputapremiumonusabilityfortaxis.Thoughthisanalysisisthemostlocalized,itmaystillbevaluableforotherregions.WhilesomechallengesareuniquetoManhattan,theeconomicchallengesencounteredmaybedifferentonlyindegreeandnotinkindfromthosefacedelsewhereinthecountry.Secondly,agroupofgovernmenttransportationexpertsidentifiedlocationsinthemetropolitanareatoplacechargersprimarilyforpassengervehicles.Thegoalsguidingthisprocesswere:proximitytobothmajortravelroutesandamenities,andnearbypropertyownedbykeystakeholders.ThefinalresultsareregionallocationsidentifiedonmajorcorridorsandGISmapsshowingCityownedpropertieswithinmileofexitsonkeycityhighways(Figure21thoughFigure25).Conveniencetotravelrouteshasobviousimport.Aninconvenientlyplacedchargerwillnotreassuredriverswithlowbatteriesorrangeanxiety.However,proximitytonearbyservicessuchascoffeeshopsmatteraswell.EPRIstudiesshowthattherateoffastrechargeisnotlinear.Rechargingspeeddiminishesafterthefirstfifteenminutes.23Notalldriverswillwaitthefullthirtyminutestogeteverykilowatthour.Nevertheless,aquarterhourtotwentyminutewaitwithoutbathroomsornearbyamenitiesmaytestuserspatience.Thefinalgoal,usingstakeholderpropertyorofferingitforafranchise,mayhelpquickenthesitingoffastchargers.SomeprivatelandownershaveembracedthevalueofAClevelIIchargersingeneral.Howevertheexperienceofattemptingtositefastchargersforthetaxipilotsuggeststhatfastchargerscreatemoresignificantobjectionsfrombuildingowners,inpartbecauseofthegreaterelectricalandspatialrequirementsforsuchchargers.Theunprovenvalueandgreaterdemandsoffastchargersmakesomebuildingownershesitanttopartneroninstallations.NewYorkCityhasnotonlyencounteredthoseconcernslocally,ithasalsoheardthemfromutilitiesandfastchargeproviderselsewhere.6.1FastChargersforTaxiusageIn

the

spring

of

2013,

New

York

City

plans

to

launch

apilot

of

six

single

shift

electric

taxis.

Globally,

other

electrictaxiprojectsfarsurpassthisonesmodestscope,sixNissanLEAFstakingstreethailsforoneyear.MexicoCityhasaplanfor100LEAFtaxis,whileBYDelectricsedanshavepliedthestreetsofShenzhenChinasinceDecemberof2011.Still,theprojectinNewYorkwilltestspecificlocallogisticalandeconomicchallenges.Fastchargingisintegraltotheprojectsoutcome.

23Halliwell,John.ElectricTransportationInfrastructureActivities.AdvancedEnergy2011.October2011.

28
http:///reader/full/minutes.23http:///reader/full/minutes.23http:///reader/full/minutes.23


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5

NewYorkCitytaxisoperateanaverageof120milespershift,farbeyondtherangeofafullychargedLEAFbattery.AnalysisbytheNYCMayorsOfficeofLongTermPlanningsuggeststhatvehicleswillhavetobechargedanaverageof13timesperday(graphbelowandAppendixE1):

#c 4

spring/fallf a 3

summero h

rf g 2

wintera e1s s

t0

5% 10% 15% 20% 25% 30% 35% 40% 45% 50% 55% 60%%ofbatteryatwhichdriverseeksafastcharge

Figure17:ChargesPerDayasaFunctionofwhenaDriverFastCharges24Thisrelianceonfastchargingmakestheconvenientplacementofchargersaparamountrequirement.Thishasbenefitsfornontaxiusersaswell,sincetheirneedsaresimilar.CabstravelthemostcongestedstreetsintheCity.90percentoftripsoccurinManhattan.25Over7millionvehiclemilesaretravelledon

justlessthan24squaremiles.26Chargersplacedontheirbehalfwilllikelybeusefulforotherfleetsanddrivers,anassumptionthatwillbetestedasthetaxipilotbeginsthisspring.Regardless,understandinghowtoinstallchargersinthemostdemanding,congestedareamakesanysubsequentplacementseasierandmayalsoprovideamethodforreducingoperatingcosts.Costsofrealestateandelectricitycreateobstaclesaswell.Fewotherpartsofthecountryplacesuchapremiumonrealestateandprovidesolittleparkingrelativetothepopulation.TheaveragecostofanoffstreetparkingspotinMidtownisover$530permonth.Thehourlypriceoftenexceeds$15perhour.27Thiscreatesalargeopportunitycostforgarageowners.Theindustryhasinstalledover92AClevelIIchargersandseamlesslyintegratedthemintoitsoperations.Inundergroundgaragesthechargersarewallmountedandthespotsservebothelectricandconventionalvehicles.Incomparison,afastchargerrequiressignificantlymoreaccommodation.Ittakesupwardsofaquarterofaparkingspot,anddoublethatifatransformerisneededtoincreasesuppliedvoltage.Consistentlyhighlevelsofusageareneededtorecoverupfrontcostsandmakeupfortheopportunitycostsofdedicatingaspace.Infact,asthefollowingsectionshows,itisnotnecessarilytheupfrontcosts,butrathertheongoingonesthatmakefastchargingsuchachallenge,namelyhighdemandcharges.ThoughtheseelectricitydemandcostsaregreatestinNewYorktheymaybeobstaclesinotherareasaswell.24

analysisbytheNYCMayor'sOfficeofLongtermPlanning25

Schaller,Bruce.NewYorkCityTaxicabFactBook.March200626

NYMTC.CongestionManagementProcess.April2012027

http://nyc.bestparking.com/index.php29
http:///reader/full/Manhattan.25http:///reader/full/Manhattan.25http:///reader/full/miles.26http:///reader/full/miles.26http://nyc.bestparking.com/index.phphttp:///reader/full/Manhattan.25http:///reader/full/miles.26http://nyc.bestparking.com/index.php


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6.2DemandChargesinNewYorkCityNewYorkCityshighdemandchargesstemfromtherealitiesofitsgrid.Its80,000milesofundergroundelectriccablecomprisetheworldslargestsubterraneandistributionsystem.28Demandchargespayformaintainingit.Theycovertheutilitysfixedcostsofprovidingagivenlevelofpowertoacommercialcustomer.Thinkofacarasananalogytothedistributionsystem.Twocarsonemorecapablethantheotherbothmaybeabletotravel100miles.However,onlythemorecapablecarcouldspanthatdistanceataspeedof100milesperhour.

Figure18:IllustrationofhowDemandCanVaryfortheSameAmountofPower29Demandchargespayforthegridrequirementsoffastconsumption.Theyaremostcommonlypricedonamonthlybasisbasedonthehighestamountofenergyused(asmeasuredinkilowatts).UnderConEdisonslargecommercialrate(S.C.9)thatdemandchargevariesbetween$17.50and$22.60perkWdependingontheseasonandafacilitystotalpowerdraw.30Thathasprofoundimplicationsforappliancesthatintermittentlyuselargeamountsofpower.Inthecaseofa50kWfastcharger,demandchargesandrelatedfeescanexceed$1,100permonth.31Torecoupthosecostsaproviderwouldhavetochargepricesfarhigherthanhomecharging.At$12perfastcharge(a25xpremiumoverhomecharging),itwouldtakeaprovider5.5chargesperdayjusttobreakevenwithrespecttothedemandcharges.Foramidtowngarageitwouldtakeover24chargespermonthtobreakevenwhenaccountingfortheopportunitycostofparkingrevenue(AppendixE2).Neitherofthesecalculationsaccountfortheupfrontcapitalexpenseofhardwareandinstallation.Withoutmitigatingdemandchargesfastchargingcannotstandonitsownasabusiness.Absentexceptionalutilizationrates,thecostsaretoogreat.Fortaxis,operatingcostspermilewouldlikelybehigherthantodaysmoreefficientgasolinepoweredvehicles.ThisplanningforfastcharginginNewYorkCityilluminatesapotentialsolution.Fastchargingbecomesmuchmoreeconomicalifachargerdoesnotcreatenewdemand.Demandisafunctionofapropertys28

Ascher,Kate.TheWorks:AnatomyofaCity.PenguinPress,200529

IllustrationCourtesyofThinkEnergy.net30

http://www.coned.com/rates/elec.asp31

Ibid.30
http:///reader/full/system.28http:///reader/full/system.28http:///reader/full/month.31http:///reader/full/Think-Energy.nethttp:///reader/full/Think-Energy.nethttp:///reader/full/Think-Energy.nethttp://www.coned.com/rates/elec.asphttp:///reader/full/system.28http:///reader/full/month.31http:///reader/full/Think-Energy.nethttp://www.coned.com/rates/elec.asp


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overallenergyprofile.Afastchargerhaslargeimpactsonafacilitythatuseslittleenergylike,forexample,aseparatelymeteredparkingfacility.Yetinlargebuildingsenergydemandfarexceedsthe50kWloadofafastcharger.ManybuildingsinNewYorkCityhaveseveralmegawattsofdemand.Frequentlythatdemandoccursforonlyafewhoursaday.ThisenergyprofilefromaHoustonofficebuilding,thoughsmallerthanatypicalNewYorkCitybuilding,illustratesthepoint:

DemandChargeof~71kWsethere.

Figure19:HoustonOfficeBuildingEnergyProfilewithDemandChargeof~71kW32Otherthanweekdayafternoons,fastchargingwillnotaddtopeakload.Ofcourse,itonlytakesoneincidentofafastchargerusedduringapeakperiodtocreateadditionaldemandcharges.AppendixE3showshowunmitigatedfastchargingincreasescostsforevenalargeenergyuser.Whilethelikelihoodofchargingexactlyonapeakdecreaseasenergyusegrows,itisnotdefinitivelyeliminated.TheCitysexperienceaskinggaragestoinstallfastchargersfortheelectrictaxipilotsuggeststhatfearofdemandchargesreducesinterestinevenasubsidizedfastcharger.Theidealsolutionistointegratewithabuildingthathasanadvancedenergymanagementsystem.Thefewtimesthatfastchargingdoesoccurduringapeak,thebuildingmaybeabletoturnoffafanorpumpforthe20to30minutesthefastchargingistakingplace.Accordingtoabuildingspecialistandseveralenergymanagementsystem(EMS)firms,therearemanywaysabuildingcanreducedemandby50kW.Infactmanyparticipateindemandresponse,wheretheydothatandmore.Unfortunately,fewbuildingshaveEMSssophisticatedenoughtodetermineproximitytothebuildingspeakloadandshedloadautomatically.Thistechnology,whichwouldreduceoperatingcostsoffastchargingtojustthemarginalcostofelectricity(~$.13/kWh),isuncommon.33Mostlackingistheabilitytoactivelymonitorandshedload.Buildingswithsophisticatedsystemsandoperationallysuitablegaragesarefewerstill.TheCitydirectlyreachedouttodozensofbuildings,eitherthroughthemanagers32

Bryant,JohnA.Shorttermenergymonitoring:aroadtolongtermenergysavings?Facilities,Vol.20Iss:10,pp.303313

PricebasedonConEdisonSC9RateStructure31

33
http:///reader/full/uncommon.33http:///reader/full/uncommon.33http:///reader/full/uncommon.33


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ortheirdevelopers.Buildingenergymanagementsystemfirmshavescouredtheirclientlistsaswell.Themarketisnotofferingawaytomitigatethedemandchargesthatfastchargingcreates.6.3CitywidePlacementofFastChargersLessonsfromtryingtoplacechargersinthecoreofthecityinformandguidecreatingamasterplanforinstallingchargersmorebroadly.Usersneedconvenientlocations,andpropertyownersneedacompellingbusinesscase.Forusers,conveniencehastobebalancedbythecostofcharging.Propertyownersneedconsistentlyhighlevelsofdemandtoensurethatrevenuewillexceedtheopportunitycostsofusingtherealestateforotherpurposes.Theserequirementssuggestthatideallocationswillbenearmajorarteriesorgateways,highinamenities,withavailableproperty.Nationwide,fastchargingdeploymentseemstofolloweitherthisradialapproachoracorridorstrategyalongspecificroutes.OregonStateandConnecticutarecreatingcorridors.InthecaseofConnecticut,itisplacing10regionallydistributedfastchargersonhighwayreststopsthroughoutthestate.34OregoniselectrifyingitsI5corridorandSolarCityhasdonethesamebetweenLosAngelesandSanFrancisco.Meanwhile,

eVgo,

an

initiative

of

the

electrical

utility

and

generating

corporation

NRG,

is

pursuing

the

radialapproach.InitsmarketsinHoustonandDallasitseekstoprovidechargingwithinthemetropolitanareas.Themodelsarenotmutuallyexclusiveandeachhasdiscretebenefits.Corridorsservelongdistancetravelers,whilemetropolitanareastrategiesmaybetteralleviaterangeanxiety.Fastcharginginurbancentersmayevolvetoserveotherneeds.Forexample,fastchargingmaybecomeusefulforcommercialusersthatdonotwanttosizetheirbatteriesforrare,exceptionallyhighusagedays.Forthemfastchargingcanbeusefulasanoccasionalwaytoextendtheirvehiclesusability.FastchargestationspoweredbydistributednaturalgasgeneratorsmayalsobeawaytoensureEVfunctionalityinablackout.BatteriesmayalsoimproveindurabilityandsizetothepointthatfastchargingservesasprimarychargingforEVdriverswhoparkonthecurb.Inthemeantime,astudybytheJapaneseutilityTEPCOillustratesthatfastchargingspsychologicalbenefitsmaybejustassignificantastheirpracticalones.PriortotheinstallationoffastchargersintheTokyoareaEVdriverswouldlimittheirtraveltomaximizebatterycharge.Afterfastchargerinstallation,EVmilestravelledincreasedsevenfold.35Thestudyssampleistoosmalltobeconclusive,butitindicatesthatfastchargingmayhelpincreaseEVadoptionbyreducingrangeanxiety.CertainlyTeslathinkssobasedonitsinvestmentinEastandWestCoastEVhighways.Inordertobepreparedforfastchargeinstallation,theNewYorkCityMayorsOffice,NewYorkCityDepartmentofTransportation,andtheNewYorkMetropolitanTransportationCouncilworkedtogethertoidentifypotentialfastchargezones.First,theteamidentifiedseveralregionalareasthatarepromisingfastchargelocations.

34April5th,2012ConversationwithWatsonCollins,BusinessDevelopmentManager,NortheastUtilities

35TEPCOPresentation.TakafumiAnegawa.EVChargingInfrastructureSummit.London12/1/2010.

http://www.evcharginginfrastructure.com/media/downloads/inline/takafumianegawatepco9

10.1290788342.pdf32
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Location MajorTravel Distance DriverAmenities AvailableRoute fromCentral Property

Park(miles)MetropolitanAreaHighwayRestStationswithinNewYorkState:

RocklandCounty Route87, 34 Yes YesRamapo

Exit

SuffolkCounty LongIsland 43 Some.Visitor Yes

Expressway information,Eastbound, vendingmachines,betweenExit bathrooms51&52

MetropolitanAreaHighwayRestStationsoutsideofNewYorkStateCheesequakeTravel GardenState 42 Yes.Visitor NotNYCorNYSPlaza Parkway information, owned

restaurants,bathrooms

MajorTransportationHubsRonkonkomaTrain LongIsland 51 Yes.Nearby Yes.LargeparkingStation Expressway, restaurants,cafes, structure

Exit60 andpublicbathrooms

StewartAirport Route87,Exit 65 Limited.Public Yes17& Route bathroomsand84Exit7B visitorinformation

Figure20:PotentialRegionalFastChargeLocationsSecond,itidentifiedpropertiesthattheCityoritspartnerscouldleveragetoinstallfastchargers.TheCityandConEdisonalsoownpropertiestopotentiallysitefastchargerson.AppendixE4listspropertiesidentifiedbyNewYorkCitysDepartmentofCitywideAdministrativeServicesaselectricallyabletoaccommodateafastcharger.ThenumberofprivatefacilitiesnearmajorarteriesthatmayappealtoexistingorfutureEVdriversistoolargetocount.However,asmentionedearlier,whilefastchargingmayhavegreatvalueinspurringelectricvehicleadoption,itmaynotstandonitsownasabusinesspropositiongivenitshighsupplycostsanduncertainmarketdemand.Yet,becausefastchargingmayhelpinduceEVdemandbyreducingrangeanxiety,theuseofpublicpropertymayultimatelybenecessaryforinfrastructureinstallation.BelowareboroughlevelmapsofCityownedpropertieswithinmileofmajorhighwayexits.36Fastcharginghasvalueforvehiclestravellingmoredailymilesthanavehiclesfullychargedrange.Itmayalsohavepsychologicalvaluefordriverswhodonotexceedthatrangebutworrytheymight.Currentlythecostsofprovidingfastchargingalacarteareveryhigh.Theprivatesectormayfigureoutwaystooffertheserviceaspartofalargerbundle,butifnotthebelowmapsmayhelptheCityprovidelocationsforfastchargingifnecessary.

36CreatedbytheDepartmentofTransportationusingdatafromtheDepartmentofCityPlanning

33
http:///reader/full/exits.36http:///reader/full/exits.36http:///reader/full/exits.36


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Figure21:CityOwnedBronxPropertieswithin1/2MileofMajorTravelArteries

34


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Figure22:CityOwnedBrooklynPropertieswithin1/2MileofMajorTravelArteries

35


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.

Figure23:CityOwnedManhattanPropertieswithin1/2MileofMajorTravelArteries

36


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Figure25:CityOwnedStatenIslandPropertieswithin1/2MileofMajorTravelArteries

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ImprovingVehicleEconomicsWiththepartialexceptionoffastcharging,theprevioussectionfocusesprimarilyontheproblemspersonaldriversface.Thisnextsection,whichlooksatthreemethodsforimprovingEVeconomics,hasbenefitsforcommercialcustomersaswell.Thefirstanalysis,onEVcarsharecompatibility,usesdatafromtheCityspilotwithZipcartodeterminehowEVswouldfairunderrealworldusage.ItshowsthatelectricvehiclesmeettheneedsforthisparticularCityfleetwell,evenwithhighutilization.Ifvehiclesareproperlymanagedand/orpairedwithasmallnumberofpluginhybrids,EVsrangedoesnotnecessarilylimittheiruse.ThisanalysismayhelpothercitiesastheyencouragecarsharecompaniestoincreasetheirEVcommitments.WiththistoolthecarsharecompaniesandstakeholderscantransparentlyunderstandwhetherEVscanoperationallysucceed.Timeofuseelectricityratesdonothelpincreaseutilization,butratherdecreasethecostsofoperatinganelectricvehicle.NewYorkCitysstandardresidentialrateofapproximately$.28akWhisoneofthenationshighest.However,itsoffpeakratesarefarcheaper.AllowingconsumersaccesstotheseratesisgoodfortheelectricitygridandEVadoption.Therearetwoinitiativesoutlinedbelow;thefirsthelpsconsumersinstalla2ndelectricalmeterintheirhomes.ThesecondisaConEdpilotthatallowsasubmetertoseparatelymeasureanEV.Thislatterinitiativemayalsohave

applications

in

commercial

garages

or

even

fleets.Thougheconomicpaybackisnotalwaysthedeterminingfactorforconsumers,itismeaningful.EVsdonothavealongtermfuturewithoutelectricityspriceadvantageovergasoline.LocalstakeholderssupportforEVsaccessingtotimeofuseelectricitywillimprovethevaluepropositionforEVs.

CommercialCharging:PricingforEnergyUsedTheCityworkedwiththeNewYorkStatePublicServiceCommission(PSC)toclarifyandimprovehowpubl

nyc readiness plan

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