goDCgo Annual Impact Report Year 3

Annual Report.Contract Year Four: March 2013 – June 2014

Introduction.In the past year, goDCgo implemented a range of fresh tools and tactics – along with launching two new programs – to expand goDCgo’s reach and impact with employers, residents and visitors throughout the District. By leveraging our successful Employer Services program, we enhanced our position as the experts in TDM and local sustainable transportation by introducing Residential Services and University Services to our program offerings. Through an integrated marketing approach, we designed these new programs from the ground up to further the goDCgo brand while focusing on the unique needs of each audience.

Our Employer Services program continued its influence by

attending and growing goDCgo’s presence at highly promoted

Earth Day/Week events and employer Health and Wellness

fairs, where we were able to engage the public face-to-face,

build our client base and provide education on commuter

benefits. Our semi-annual complimentary Employer Seminars

proved a valuable forum for sharing TDM best practices and

thought leadership, promoting the Circulator and Capital

Bikeshare and generating new client leads.

In cooperation with Metropolitan Washington Council of

Governments, we developed extensive promotional campaigns

around the 2013 and 2014 Bike to Work Day events and 2013

Car Free Day. In addition, we managed outreach to hotels for

providing Circulator and Capital Bikeshare passes, as well as

building on our past successes with Capital Bikeshare corporate

partnerships. The Employer Services program also continued

to work with clients to keep them informed of employee transit

benefits, including federal transportation fringe benefits changes

that went into effect January of 2014. We were successful in

achieving our goal to improve our market penetration through

communications vehicles such as our monthly e-newsletter and

increasing the number of new employers with transportation

benefits programs at all levels.

◊ BUS TO THE BALLPARK ◊ BUS TO THE BALLPARK ◊SUMMER HOURS

BUS TO T

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Extended Service On Nationals Game Days! Union Station-Navy Yard Route

Late Night: Service until Midnight for games beginning at 4:05pm or later Sunday: 10am – 10pm

Goals of our Residential and University Services programs

were to replicate critical success factors from our Employer

Services program, which included designing dedicated web

banners and pages on the goDCgo website, creating custom

“Quick Glance” transit information sheets, discussing Capital

Bikeshare corporate partnerships, hosting public-facing

events and developing a robust client database of contacts.

Our marketing and communications initiatives met key

objectives of cultivating new community partnerships,

building on existing relationships/annual events within the

District (like the National Cherry Blossom Festival), increasing

awareness and ridership for the Circulator and Capital

Bikeshare, driving more traffic to the goDCgo website and

gaining new followers on all our social media channels. Whether

it was an innovative contest involving a custom “pink” Capital

Bikeshare bike, or including the Washington Nationals “Racing

Presidents” mascots to promote expanded hours for the Circu-

lator, or designing direct mail collateral for Business to Business

services and programs, our goals were successfully achieved

throughout the year.

The goDCgo website was given a minor re-design and

re-launched to include fresh content with banners and pages

featuring our two new programs: Residential and University

Services. The continuous updating of content on the dccircu-

lator.com website, such as integrating “Service Alerts” on the

home page was also a top priority.

•32,100 commuters made a travel change after receiving goDCgo services – 8% increase from last year

•32,325 Vehicle Trips Reduced (VTR) Daily – additional 433 VRT from last year

•Reduced 481,044 Vehicle Miles Traveled (VMT) Daily

•Saved 17,608 Gallons of Gas Daily

•Seven million trips on Capital Bikeshare

Quick Stats:

101,059,269

CALORIES BURNED

ApRIL

BUSIEST DAY

45 BIkES mAINTAINED

DAILY

6 TOTAL REBALANCINg vANS1,012+ BIkES REBALANCED DAILY

22,667ANNUAL & mONThLY

mEmEBERS

YEAR 3 BY ThE NUmBERS

11,372 RIDES

CApIT

AL BIkEShARE STATIONS

2,457,058 TRIpS TAkEN2,899,328 mILES RIDDEN

TOTALYEAR 3

45 NEW STATIONS = 246 TOTAL STATIONS

hARD

EST WORkINg

B I k E

0000 TRIpSTOOk

FOR

0000 mILES

ARLINgTON

ALEXANDRIA

DISTRICT178

8

60

1 2 3 4 5 6

7 8 9 10 11 12 13

2014

21

28 29 30

22 23 24 25 26 27

15 16 17 1819

+40DISTRICTSTATIONS +15

ARLINgTONSTATIONS +0

ALEXANDRIASTATIONS

Employer Services.goDCgo Employer Services increased our engagement by attending 30% more Earth Day/Week celebrations, health and wellness fairs for employers, both promoting general commuting information and representing Capital Bikeshare and Circulator. Employer services attended a total of 89 events over the year, reaching more than 11,027 commuters.

For both the 2013 and 2014 Bike to Work Day events, we

designed a DC-specific direct mail piece sent to over 1,400

employers to encourage participation in Bike to Work Day

and to promote Capital Bikeshare corporate partnerships.

Employer Services also developed 12 direct mail campaigns,

including one focused on more than 100 hotels to encourage

providing Capital Bikeshare memberships and Circulator

passes for the guests and employees, resulting in the sale of

1,511 Capital Bikeshare 24-hour memberships in the last year.

Bicycle promotions resulted in Employer Services discussing

Capital Bikeshare Corporate partnership opportunities result-

ing in 29 new signups for a total of 90 corporate partners with

1,928 memberships sold. Employer Services collaborated with

WABA (Washington Area Bicyclists Association) in organizing 4

Everyday Cycling classes with corporate partners. A highlight

of the year was adding the Executive Office of the President

of the United States as a Gold Capital Bikeshare Partner with

363 new memberships along with the opportunity to host an

Everyday Cycling class for the staff.

Use hand signals to tell motorists, cyclists and pedestrians what you intend to do. Be predictable.

wear a helmet.Helmets dramatically reduce the risk of head injury in a bicycle accident.

follow all traffic laws. Bicyclists are required to obey all regulatory signs and traffic lights.

Beware of ParKed car doors—they can oPen at any time. Ride at least 5 feet away from parked vehicles.

ride on sidewalKs only when necessary and always yield to pedestrians. Riding on the sidewalk is illegal in downtown Washington, DC and in Alexandria in the King/Union Street Commercial Zone.

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do not dodge Between ParKed cars. Ride in a straight line at least 5 feet away from parked cars.

ride in single file, except when passing.

Be alert. Scan the road. Always know your surroundings.

Be carefUl at intersections.Use caution since most collisions occur at intersections. Watch for turning vehicles.

never ride against traffic. Ride with traffic to avoid potential crashes.

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3-day membershipSee directions inside to redeem this code

Kev1234

3-day membership

goDCgo successfully hosted two complimentary Employer

Seminars with an average of 35 attendees representing

more than 20 private and public sector organizations. Our

“Transportation & Sustainability” seminar helped attendees

learn about the role of transportation in sustainability goals

and LEED certification while our “Transportation & Health”

seminar offered a new format with a cross-sector panel

sharing best practices on active transportation and how

organizations that support workplace health, biking and

walking programs have enhanced productivity, decreased

employee absenteeism and lowered health insurance costs.

Our success was measured by a 100% return rate from our

feedback survey where all attendees gave positive ranking

to the agenda and speakers. To continue the conversation

after the seminar, we sent a post-event email to engage

attendees via social media with a “Storify” recap of the top

Twitter comments and key takeaways from the discussion.

Aside from customer-facing events, goDCgo Employer

Services conducted over 50 in-person client meetings,

designed four customized employee commuter surveys

and created 20 unique Quick Glance information sheets.

In addition to maintaining and building relationships with

clients and implementing commuter benefits and Capital

Bikeshare Corporate partnerships, the Employer Services

team contributed 2-3 articles per month to the goDCgo

monthly e-newsletter as well as writing an Employer

Services e-newsletter every month throughout the year.

The newsletter is distributed to 746 employers every month.

goDCgo Employer Services continues to reach an average

of 1,000 employers on a monthly basis through events,

in-person meetings, calls, social media and online

communications (newsletter, etc). Our monthly e-newsletter

has increased its reach over the last year by 8,000

additional recipients.

• 42 new employers, Levels 1 through Levels 4

• 6 new Level 3 Employers – totaling 524

• 4 new level 4 clients – highest level, totaling 83

• 89 events reaching 11,027 commuters

• 39,927 monthly e-newsletter recipients

• 90 Capital Bikeshare Corporate Partners

• 1,928 Capital Bikeshare Corporate Memberships

Quick Stats:YOU ARE HERE

Bike lanes and sharrows

Cycle tracks

Off-street trails

Shared lanes (D.C. only)

On-street signed routesNo biking on sidewalks zone

Georgetown – Union Station

Union Station – Navy Yard Metro

Woodley Park – Adams Morgan – McPherson Square Metro

Capital Bikeshare Stations

Metro entrances

Metro Stations

Bikestation and Bike and Roll rentals

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Printed on 100% recycled paper.

At our FREE seminar, you’ll learn more about:

Join us over breakfast at Kaiser Permanente’s Center for Total Health to find out how your

organization can better incorporate active transportation programs into your employees’ lives. • Innovative ways to encourage employees to participate in your wellness programs

• The role of active transportation in creating and maintaining a healthy workforce

• Best practices from employers who are creating a healthier workforce by

encouraging active transportation initiatives

keynote Speaker: Tracy Hadden Loh, Ph.D., Research Director, Rails to Trails ConservancyA panel of DC employers from the federal government,

nonprofit and private sectors will discuss their best practices

and lessons learned, including:•Edelman•International Relief & Development

RSVP for our free seminar by June 16at www.goDCgo.com/seminar We look forward to seeing you there!

When: Thursday, June 19 9:30-11:30AMWhere: Kaiser Permanente Center for Total Health

700 Second St. NE Washington, DC 20002

University Services.goDCgo’s University Services program focuses on the implementation and marketing of sustainable transportation strategies and programs to the District’s many prestigious universities. These efforts are designed to identify transportation options and improve the daily travel of students, faculty and staff to reduce congestion both on campus and around the District.

Our goal for the first year of the program was to create an

outreach campaign, develop contacts and cultivate relationships

with all seven universities (American, Catholic, Gallaudet,

Georgetown, George Washington, Howard and University of

the District of Columbia) by offering support and services to

their TDM and/or sustainable transportation coordinators.

In less than a year since launching this new program area,

we achieved success through raising awareness of this new

program through the development of printed marketing materials

and custom “Quick Glance” information sheets, highlighting

goDCgo’s services and also communicating through the

goDCgo.com website with a custom page and featured web

banner. A highlight was signing up American University as a

Capital Bikeshare Corporate Partner with 200 memberships.

• 7 events reaching over 500 University commuters

• 57 client meetings attended

• 140 new contacts

• 200 Capital Bikeshare Corporate Memberships

Quick Stats:

ResidentialServices.goDCgo’s Residential Services program focuses on the implementation and marketing of sus-tainable transportation strategies and programs to residential properties in the District. These efforts are designed to identify transportation options and improve the daily travel of residents to reduce congestion and improve air quality in the District and around the region.

Our goal for the first year of the program was to create an

outreach campaign, develop contacts and cultivate relationships

with multi-tenant residential buildings, property managers,

concierges and developers by offering support and services that

provide transportation amenities to enhance District properties

and attract and/or retain tenants. In addition, a key focus area

was reaching residents in Wards 7 and 8 to promote transportation

options in their neighborhood using Capital Bikeshare,

Circulator and Zipcar.

In less than a year, the newly launched Residential Services

program achieved success through raising awareness by the

development of printed marketing materials and custom “Quick

Glance” information sheets, highlighting goDCgo’s services and

also communicating through the goDCgo.com website with a

custom page and featured web banner, and the creation of a

Residential Services database building it from zero to 460

properties in less than six months.

Program highlights include a direct mailing to over 400

residential properties to promote the 2014 Bike to Work

Day. We also signed up the first DC residential property in

goDCgo’s history as a Capital Bikeshare Corporate Partner.

Finally, we designed and distributed a bulk mailing of more

than 9,000 pieces to Single Family Homes in Wards 7 & 8

featuring discounted memberships and/or free ride coupons

for Capital Bikeshare, Circulator and Zipcar.

• 6 Lobby events reaching more than 200 residents/commuters

• 50 client meetings attended

• 460 Residential Properties in database

• 30 Quick Glances created

• 9,000+ Single Family Homes in Wards 7 & 8 received direct mailer

Quick Stats:

70 Capitol Yards 70 Eye Street SE, Washington DC 20003

CAPITAL BIKESHARE Capital Bikeshare puts thousands of bikes at over 300 stations at your fingertips. The closest Capital Bikeshare stations to 70 Capitol Yards are located at 1st & K Street SE, M Street & New Jersey Avenue SE, 3rd & G Street SE, 3rd & Tingey Street SE and 1st & N Street SE. Annual, monthly and daily memberships are available. For a station map and more information, visit capitalbikeshare.com. CARPOOLING & VANPOOLING Looking for a better way to get to work? Talk with neighbors who work around the same area and share the ride or visit commuterconnections.org to register for ridesharing. This regional database will work to match you up with fellow carpoolers or vanpoolers.

DC CIRCULATOR The DC Circulator runs every 10 minutes. The closest DC Circulator stop is along 1st & K Street SE on the Union Station—Navy Yard route. Visit dccirculator.com for more information about routes and hours of operation.

GUARANTEED RIDE HOME If you regularly (2 days a week or more) commute to work by carpool, vanpool, bike, walk or public transportation, you are eligible for the Guaranteed Ride Home program! This program provides FREE rides home (up to 4 times a year) when the unexpected arises such as unscheduled overtime, an illness, a family emergency or a sick child. Sign up by visiting commuterconnections.org.

CARSHARING Carsharing is a system of shared access to vehicles parked in your community. These programs provide users with a clean, well maintained automobile that can be driven for as long as needed and paid for by the hour, day or mile. Visit zipcar.com , car2go.com , www.hertz247.com or www.enterprisecarshare.com for details.

METROBUS SERVICE NEARBY Numerous Metrobus routes provide service nearby on the V9, A42, A46, A48, P6, V7 and V8.

BIKING & WALKING Biking and walking to work is a great way to fit in a workout during your commute. Bikers and walkers are encouraged to take extra precautions when crossing intersections. Visit godcgo.com/biking for more tips.

METRO STATIONS Navy Yard Metro (Green Line) .3 miles Capitol South Metro (Blue/Orange Lines) .5 miles

Transportation Options

Marketing & Communications.

goDCgo began the contract year in June 2013 by re-launching the goDCgo website on a new platform. Visitors to the goDCgo website are now welcomed by an informative scrolling banner and a wealth of easily-accessible information on the transportation options in the District.

The new goDCgo website benefitted from two fall marketing

campaigns designed to expand the reach of goDCgo as

DC’s transportation information authority. We conducted a

marketing campaign in cooperation with local businesses,

using direct mail and email outreach to offer sustainable

directions writing services for each partner’s website.

goDCgo provided 26 unique websites with sustainable

transportation options that included Capital Bikeshare,

Circulator and WMATA.

During the Commuter Connections campaign for Car Free

Day 2013, we created and hosted a contest for social

media followers to encourage pledges and offer prizes from

local business partners. The contest resulted in an additional

492 email subscribers for the goDCgo newsletter, as well

as generated a new 160 Twitter followers in September and

drove more than 1,200 page views on the contest web page

on goDCgo.com.

During December and January, we put a spotlight on

goDCgo Employer Services by spreading the word about

significant changes in the Federal Transit Commuter Benefit.

By engaging our audiences with a variety of communications

vehicles such as email and social media, we drove more

than 1,000 page views to the news page imploring employees

to take action to preserve fringe benefit equity.

In March, we began our most ambitious strategic partnership

to date by developing a truly integrated and multi-channel

marketing campaign with the National Cherry Blossom

Festival, with the goal of increasing brand awareness of

DDOT-owned transit options and programs to residents and

visitors throughout the National Cherry Blossom Festival, and

encourage use of sustainable transit modes for the anticipated

1.5 million people visiting the District during the Festival.

Our campaign featured:

• Festival-specific web pages for goDCgo.com and the

DCCirculator.com websites

• Hotel outreach promoting transit options to visitors

• Use of DDOT PSA (Public Service Announcement)

advertising space

• Social media campaign based on a pink Festival-themed

Capital Bikeshare bike with a contest and prizes donated

by area businesses

The Capital Bikeshare “Bike to the Blossoms”

campaign included:

• A Festival-themed, custom-designed vinyl wrap of

one Capital Bikeshare bike, dubbed “#bikeinbloom”

• A #bikeinbloom social media contest featuring prizes

from area businesses. Entries were user-generated

images when finding the bike in service during

Festival dates

• Bike corrals during all Festival weekends highlighted

through the Capital Bikeshare website and the National

Cherry Blossom Festival website to promote ridership.

• Official Festival-themed blossom stickers on all

DDOT-owned Capital Bikeshare bikes

The DC Circulator “Explore DC Beyond the Blossoms”

campaign included:

• A Festival-specific web page highlighting neighborhoods

served by Circulator outside of National Mall to visitors

• An in-bus rack card promoting DC neighborhoods

served by Circulator to riders

• Official Festival-themed blossom stickers on all buses

• Branded Circulator social media channels with

Festival-themed artwork

• Promotion of “Petal Pass” and “Cherry Picks” Festival

partners through social media channels

In addition in our hotel marketing, we created Cherry

Blossom-themed Quick Glances (information/FAQ sheets);

advertised and sold bulk passes for DC Circulator and Capital

Bikeshare to hotel partners.

The strategic partnership between goDCgo and the National

Cherry Blossom Festival was an unparalleled success.

• The #bikeinbloom contest drove engagement with our

members on all three Capital Bikeshare social media

channels, and established our Instagram feed as a social

media resource – over one (1) million hashtag impressions

generated during the Festival

• The #bikeinbloom experienced high levels of usage during

its time in service and was featured as part of an interview

with DDOT’s Bikeshare Program Coordinator about getting

to the Festival on WTTG Fox 5’s morning news program

• Ridership during the National Cherry Blossom Festival broke

single-day trip records and garnered a number of mentions

from media in news posts about the Festival

• goDCgo’s website also received a substantial jump in web

traffic over the course of the Festival: The goDCgo listing on

the Festival website accounted for over 4,600 site visits,

a 370% increase over the previous month

• Throughout the Festival, there were over 8,700 new visitors

to the goDCgo.com website, a 125% increase over the

previous month

• The bulk mailing to hotel partners resulted in a total of

200 Capital Bikeshare passes sold during the

promotional campaign

The goDCgo “City in Bloom” campaign included:

• A Festival-specific web page featuring transit directions

to the Tidal Basin

• Transit tips for the Festival in General and Employer

email newsletters

• A mailing to hotel contacts promoting bulk sales of

Capital Bikeshare, Circulator passes

• An advertisement utilizing DDOT PSA Space in bus

shelters promoting goDCgo.com

• A cherry blossom logo that highlighted the Tidal Basin on

the goDCgo interactive map

• A transportation training guide for Destination DC

(and National Cherry Blossom Festival) call center

• Branded goDCgo social media channels with

Festival-themed artwork

Restaurants Grab brunch at a bistro in Adams Morgan, sample global cuisine in Dupont or try tapas in Penn Quarter. DC has you covered for every meal of the day!Nightlife

DC doesn’t slow down when the sun sets! Catch an event at the Verizon Center in Chinatown, hit the club scene on K Street, or check out a trendy bar on U Street. Shopping

From large department stores Downtown, to small clothing boutiques in Georgetown, set aside some extra time for shopping while visiting DC.Zoo

The National Zoo is one of DC’s largest attractions, and calls itself home to giant pandas, Asian elephants, lions and a huge assortment of other exciting insects, amphibians, reptiles and mammals; and the best part is, admission is completely free!Eastern Market A must see when visiting DC, Eastern Market offers

fresh produce, meat, cheeses, flowers, baked goods and an exceptional outdoor flea market including arts and crafts that you’ll only find at DC’s premiere food and arts market!Monuments & MemorialsDC is home to some of the country’s most recognized and historical monuments. Visit the National Mall to see the iconic Lincoln Memorial and Washington Monument or take a tour of the entire District to experience all the monuments lining the streets and parks of our nation’s capital. MuseumsFrom the Air and Space Museum to the Postal Museum, the District has a little something for everyone. And like many DC landmarks, all Smithsonian Museums are free to visit!

For more information visit dccirculator.com/blossoms

Explore DC Beyond the Blossoms

Ride. Explore. Connect.

Step into spring with the 2014 National Cherry

Blossom Festival, March 20 – April 13. The nation’s

greatest springtime celebration includes many

events around the city. While enjoying the

beautiful cherry trees and cultural festivities,

you can also explore DC beyond the blossoms

with the Circulator! All five of our routes service

many of the diverse and unique neighborhoods

in the District and Rosslyn, VA.

Explore DC Beyond

the Blossoms

Quick Stats:

• Over 10,000 @bikeshare Twitter followers for Capital Bikeshare

• 166,111 visitors to goDCgo.com website

• 21% increase in web traffic and page views over previous year

• Added over 1,000 new @godcgo Twitter followers

• Added 295 goDCgo Facebook page Likes

• Added 550 new goDCgo email subscribers

• 1 million #bikeinbloom hashtag impressions

• Broke single day trip record of 15,746 Capital Bikeshare rides

• Broke monthly ridership record of 320,714 trips in June 2014

Our Bike to Work Day marketing involved coordinating 17

individual “pit stops” in the District by providing DC-specific

posters, giveaways and attention from our website and social

media leading up to Bike to Work Week. In addition, we

executed a demand generation campaign for registering Bike

to Work Day participants by dispelling #bikemyths through

goDCgo social media channels. Our efforts resulted in 16,700

commuters registered for Bike to Work Day; a 14% increase

from last year. We also attended three pit stops in the District,

and procured a Circulator bus for the Freedom Plaza stop to

help cyclists learn how to put a bike on a bus bike rack.

Despite significant morning rain on the day of the event,

our staff helped to support pit stop volunteers and promoted

goDCgo to the dedicated biking attendees.

We enhanced an assortment of Capital Bikeshare marketing

brochures and other print collateral from a total re-design of

the Bikeshare member “key back” card to creating new Bulk

Membership flyers and a re-branding of Corporate Member

flyers for all four jurisdictions. In the spring of 2014, we

updated the Arlington County Bikeshare station map panels

to indicate how quickly you could get from that location to

another Bikeshare station location; demonstrating that biking

is often faster than getting to the same location by car.

One of our objectives was to nurture our existing community

partnerships while growing our influence with new partners.

As a result, we increased our community partnerships by 40%

this year. We built on the success of our National Cherry

Blossom Festival partnership and a highlight in the Spring

of 2014 was promoting the Circulator at a Destination DC

travel rally. We invited the public to enjoy a fresh cup of coffee

served from a Circulator bus and we reached over 200

industry professionals; Mayor Gray spoke and gave a

“shout out” to the Circulator and Capital Bikeshare during

the opening kick-off.

The efforts of goDCgo in the past year culminated in amplifying

our online marketing and social media reach by gaining more

than 10,000 Twitter followers (a 20% increase from last year)

and year-end totals of 166,111 total visitors to the goDCgo.

com website, up 12% from last year.

TM

Capital Bikeshare provides members with shared access to

thousands of bikes and hundreds of stations throughout the

District, Arlington, Alexandria and Montgomery County.

For station locations, visit capitalbikeshare.com.

1-877-430-BIKE (2453) • CapitalBikeshare.com

GODCGO TRANSPORTATION PROGRAM

2013 IMPACT EVALUATION – SUMMARY REPORT JULY 2013 – JUNE 2014

PREPARED BY: LDA CONSULTING

WASHINGTON, DC, 202-548-0205

JULY 16, 2014

goDCgo – July 2013-June 2014 Program Impact Report

i

TABLE OF CONTENTS

SECTION 1 – EVALUATION METHOD 1

OVERVIEW 1 PERFORMANCE INDICATORS 1 IMPACT CALCULATION APPROACH 3

SECTION 2 – 2013 PROGRAM IMPACTS 6

IMPACT SUMMARY 6 SERVICES INCLUDED N THE EVALUATION 6 FACTORS USED IN THE CALCULATION 8

APPENDICES 10 2013 Impact Calculation Worksheets 1-a Calculation Factors 11 1-b Vehicle Trip and VMT Impacts – Calculation by Service 12 1-c Service Overlap Factors 13 1-d Summary of Program Impacts 14 1-e Notes on Data Sources 15

goDCgo – July 2013 – June 2014 Program Impact Report

1

SECTION 1 – EVALUATION METHOD Overview In early 2010, the District of Columbia Department of Transportation (DDOT) initiated the goDCgo program to provide travel information and assistance services to residents, employees, and visitors of the District of Columbia. The program offers a variety of Transportation Demand Management (TDM) services designed to reduce reliance on single-‐occupant vehicles for travel. TDM actions can facilitate and encourage use of non-‐drive alone “shared ride” travel options such as carpooling, vanpooling, and public transit or non-‐motorized transportation options, such as biking or walking. TDM actions such as telework and compressed work schedules can enable travelers to avoid a trip entirely or shift the time the trip is made to a less congested time of day. This report documents reductions in vehicle trips, vehicle miles traveled, vehicle emissions, and energy use generated through use of goDCgo services during its third year of operation, from July 2013 through June 2014.

Performance Indicators goDCgo is charged with documenting the results of its services. The evaluation system developed for the goDCgo program defines performance by a progression of actions that track with the behavior transformation continuum typically applied to social marketing models:

• Awareness Build initial awareness of options/concept • Familiarity Increase appreciation and understanding of specific options • Consideration/Trial Try one or more options/have a favorable experience • Desired behavior Adopt the behavior in everyday living

The goDCgo impact evaluation adapts this model for a seven-‐step “continuum” of results. The first five steps mirror the social behavioral change model described above. The sixth category assesses the factors influencing the behavioral changes. The final category defines external impacts resulting from the behavior changes. The 2013 goDCgo evaluation estimates transportation and emission impacts, but future evaluations also could include other personal or social impacts, such as enhanced quality of life, personal travel savings, and other outcomes or benefits of travel behavior changes. Travel Behavior Change Continuum 1) Awareness of modes/TDM services 2) Attitudes toward modes, willingness to try new mode 3) Participation in services 4) Satisfaction with services and repeated use 5) Utilization of modes, travel changes 6) Influences on decisions to change 7) Impacts from travel changes

The primary focus of this report is category 7, Program impacts, but indicators in categories 3 (Participation), 5 (Utilization), 6 (Influences), also are relevant to this report, as they are used as components in the calculation impacts. Following are brief explanations of each category and typical sources of data for a TDM program evaluation.


2

• Participation (category 3) – Program participation refers to the number of customers who receive a TDM services, for example, the numbers of employees at employer client sites or the number of GoDCGo.com website users. Participation data are typically captured through program tracking.

• Mode Utilization / Travel Change (category 5) – In the context of TDM performance, travel change refers to changes customers make in how, when, or where they travel as a result of the services they received. In this evaluation travel changes are characterized by three indicators:

1) Trial placement rate – percentage of service users who tried a new travel mode after receiving a service, but did not continue using it. A related element is the duration of the new travel arrangement—how long did the travel change last?

2) Continued placement rate – percentage of service users who made a travel change and continued the change

3) Alternative mode placements – the total number of service users who made a change to an alternative mode

These indicators are assessed by surveying a sample of the targeted population to ask about their travel patterns during the evaluation period and identify commuters who made a travel change.

• Influence on Change (category 6) – Because many factors influence travel behavior, the evaluation also examines the role the service played in influencing the travel change. Influence typically is assessed through surveys of customers who use the service and make a travel change.

• Impacts (category 7) – The final set of performance indicators represent the contribution of the services to regional travel and air quality objectives, including:

1) Vehicle Trip Reduction – Measure of reduced single-‐occupant travel—e.g., “cars off the road.” This is typically measured by surveying a sample of service users about their current travel and their travel before they used the service. These survey data are used to derive a multiplier factor that represents the average number of trips reduced per user.

2) Vehicle Miles Traveled (VMT) Reduction – A second measure of reduced single-‐occupant mileage, either by vehicle trips eliminated or reduced length of existing vehicle trips. VMT reduction also is typically measured through a survey of service users. In this case, survey data are used to derive a multiplier factor for the average miles per trip reduced.

3) Emission Reduction – Reductions in various pollutants emitted by vehicles. For the goDCgo evaluation, this impact is calculated by multiplying the vehicle trips reduced and VMT reduced by emission factors that are specific to the Washington metropolitan region.

4) Energy Savings – Reduction in fuel used for travel purposes. This impact also is calculated using a multiplier factor related to the average fuel economy of the region’s vehicle fleet.


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The factors noted above are applied in the impact calculation methodology to calculate TDM program impacts resulting from commuters’ travel changes. These calculations are briefly described below. Section 2, which presents the results of the impact calculation, explains specifically how this basic approach was implemented in the goDCgo evaluation.

Impact Calculation Approach Figure 1 illustrates the method developed to calculate travel and air quality impacts for goDCgo services. As shown, it consists of a series of multiplication steps beginning with a definition of the population base for a particular service. A series of multiplier factors derived from a survey of users are then applied to the population base to calculate service impacts. This method was applied for each goDCgo service for which participation could be tracked and multiplier factors could be developed. Each service has a unique set of factors, depending on the characteristics of the users and the service, but the basic calculation method is the same for all services. Figure 1: Impact Calculation Multipliers Series

A brief description of each of the steps is presented below. 1. Estimate commuter population “base” for the service

A TDM service is designed to influence or encourage a targeted set of travelers to shift to non-‐drive alone modes. These travelers / customers / service users represent the population base for that service, for example, the population of goDCgo.com website users. Population base estimates were identified for each service from goDCgo data.

2. Estimate “placement rate” and “influenced placement rate” Placement rate refers to the percentage of the population base “placed” in an alternative mode after receiving a service. Placement rates are typically estimated from survey data of a sample of the population and vary from one service to another, depending on the characteristics of the service and population. To collect placement rate data, service users are asked several questions:

Target / User Population e.g. goDCgo.com website users

X Placement rate =

X

“Vehicle trip reduction” factor =

X travel distance =

X

Emission factors =

Vehicle trips reduced by mode changes

VMT reduced by mode changes

Emissions reduced by mode changes

Participants who made travel change influenced by service - “Placements”


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• How do you travel now—what modes do you use and how often do you use them? • Did you make any changes in your travel since you received “X” service? • How did you travel before you received this service? • Did the service encourage or assist you to make this change?

Users who made a travel change that was influenced or assisted by the service are considered “placements.” For each goDCgo service, two rates were estimated, distinguished by the time the service user used the new mode after shifting. The Continued rate represents users who shifted to a new alternative mode and continued using the new mode. The Temporary rate represents users who tried a new alternative mode but returned to original mode within the evaluation period. Temporary changes are credited only for the duration of time the new mode was used.

The count of commuter placements is additionally discounted by an “influence factor,” which reflects the role the service played in influencing or assisting commuters’ mode change. For example, commuter surveys show that commuters can be influenced by many factors to make mode changes, so it is unrealistic to assume that all mode shifts are entirely the result of TDM services. This factor is derived from survey questions that ask, “Did the “X” service encourage or assist you to make this change?” The influence factor also addresses goDCgo’s contribution in implementing the service. For some services, such as the website, goDCgo is fully

responsible for implementing the program element. But in other cases, such as Capital Bikeshare, goDCgo performs a promotional or supporting role, with another entity having responsibility for operation of the service or facility. In these cases, the share of credit that is assigned to goDCgo is less than 100%.

3. Estimate the number of new alternative mode placements

Step 3 estimates the number of service users who started or increased use of alternative modes as a result of the service. It was calculated for each service as:

Total Population base (from Step 1) x Placement rate (from Step 2)

4. Estimate the vehicle trip reduction factor for new placements

Next, the vehicle trip reduction (VTR) factor was estimated for each service. The VTR factor is equal to the average daily vehicle trips reduced per placement, taking into account three types of changes:

1) Shifts to an alternative mode, either from driving alone or from another alternative mode 2) Increased use of alternative modes 3) Increase in the number of riders in an existing carpool or vanpool

The VTR factor combines the trip reduction results of all placements into an average reduction per placement. Note that shifts from alternative modes to drive alone were not included in the VTR factor, since these changes are typically unrelated to the services.


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5. Estimate vehicle trips reduced The number of daily vehicle trips reduced for the service was estimated by multiplying the number of alternative mode placements by the service’s VTR factor:

Total placements (from Step 3) x VTR factor (from Step 4)

6. Estimate vehicle miles traveled (VMT) reduced

The daily VMT reduced was calculated by multiplying the number of daily vehicle trips reduced (Step 5) by the average travel distance for service users who made a travel change.

Total vehicle trips reduced (from Step 5) x one-‐way travel distance

7. Adjust vehicle trips and VMT for access mode

Emission reduction is calculated by multiplying vehicle trips reduced and VMT reduced by emission factors. But because travelers who drive-‐alone to a bus stop, train station, or rideshare meeting point create a “cold start,” the emission reduction analysis subtracts these access trips and the VMT driven to the meeting point from the vehicle trip and VMT reductions. It is these “adjusted” vehicle trips reduced and VMT reduced, rather than the initial totals, that are used to calculate emissions reduced.

8. Estimate emissions reduced

Daily emissions reduced by mode shifts were estimated by multiplying regional emission factors by the number of vehicle trips and VMT reduced. The emissions factors were obtained from the Metropolitan Washington Council of Governments, for 2015. The emissions factors account for emissions created from a “cold start,” when a vehicle is first started, a “hot soak,” that occur when the vehicle is later turned off, and the emissions generated per mile of travel by a warmed-‐up vehicle.

Vehicle trips reduced (from Step 5) x Trip emission factor VMT reduced (from Step 7) x VMT / running emission factor

9. Estimate the energy savings

Energy savings is reported as gallons of gasoline saved and was estimated by multiplying the VMT reduced by an average fuel consumption factor for the regional mix of light duty vehicles.


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SECTION 2 – 2013 PROGRAM IMPACTS

Impact Summary The services included in the evaluation collectively contributed the following impacts between July 2013 and June 2014. As shown in Table 1, goDCgo helped 32,100 travelers make a travel change after receiving goDCgo services, reducing approximately 32,325 daily vehicle trips and 481,000 daily VMT. Each day, their travel changes reduced 186 kg of NOx, 93 kg of VOC, and about 174,000 kg of CO2 (greenhouse gases). Finally, these travelers saved about 17,600 gallons of fuel each day. Details of the impact calculations are presented in Appendix 1. Table 1 – goDCgo 2013 Program Impacts and Comparison to 2012 Impacts

Impact Indicator 2013 Impact

2012 Impact

Change

Placements (new alternative mode users) 32,100 29,527 + 2,574

Daily Vehicle Trips reduced 32,325 31,892 + 433

Daily Vehicle Miles Traveled reduced 481,044 494,827 -‐ 13,783

Emissions reduced (daily kilograms)

– Nitrogen Oxides (NOx) 186 180 + 6

– Volatile Organic Compounds (VOC) 93 102 -‐ 9

– Carbon Dioxide (greenhouse gases) 173,931 202,634 -‐ 28,703

Energy savings – daily gallons of fuel saved 17,608 18,465 -‐ 857

These calculations likely represent a conservative estimate of the goDCgo impacts, in that they credit only services that can be readily documented. Impacts of several services, such as Business Investment District (BID) outreach, are not specifically detailed in the calculation, due to lack of data, although some of their impacts likely are captured under other components. These services will be added in future years as evaluation data are collected.

Services Included in the Evaluation The method used to calculate the impacts described above starts by estimating individual impacts for each service offered. To identify the services to be included in the goDCgo calculation, the consultant reviewed goDCgo background information and consulted with goDCgo staff as needed to obtain a clear understanding of the activities undertaken in each service, the target population for each service, and the performance evaluation data that were available for the 2013 impact calculation. Table 2 lists the eight services that were included in the 2013 impact calculation. Six services, Ridematch assistance, goDCgo.com website, Continued Employer Services, Expanded/New Employer Services, Capital Bikeshare Marketing/Promotion, and DC Circulator Bus Marketing/Promotion, were individually evaluated. Two


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services, media outreach and goDCgo branding, were assumed to be “support” services, with their impacts captured through the impacts of the four directly-‐estimated services. Note that Capital Bikeshare and DC Circulator services are new to the evaluation in 2013. They were not directly evaluated in previous goDCgo assessments, due to lack of data on behavior change resulting from the services. Recent surveys of users and ongoing participation / use counts are now available, so these services were added in the 2013 evaluation. Table 2 – Services in 2013 Impact Calculation

Service Evaluation Level

Primary, Secondary, Support

-‐ Ridematch Assistance (MWCOG database) Primary

-‐ Continued Employer Services (clients in February 2012) Primary

-‐ Expanded / New Employer Services (since February 2012) Primary

-‐ Capital Bikeshare Marketing / Promotion Primary

-‐ DC Circulator Bus Marketing / Promotion Primary

-‐ goDCgo.com Website Secondary -‐ Media outreach (Facebook, Twitter, blogs, newsletter, ads) Support

-‐ goDCgo branding Support Table 1 designates an evaluation “level” for each service: primary, secondary, or support. This designation was established because goDCgo’s services are designed to work together as an attractive package of services. For this reason, there can be overlap among the programs. For example, a customer might receive a ridematch and use the goDCgo.com website, but the customer should be counted only once in the impact calculation. To address this issue, the consultants solicited input from goDCgo staff to estimate the degree of overlap between services and used this input to classify each service into one of three categories: primary, secondary, or support. Primary services were defined as those that were likely to be used alone, or if they were used in combination with other services, were likely to have the greatest motivational impact of the services being considered.

Secondary services were expected to be used primarily in combination with other services but with less direct influence. The designation of primary versus secondary also took into account how readily data could be collected on the use and impacts of the services. Five of the six directly-‐evaluated services were designated as primary for the 2013 evaluation. One service, the website, was designated as a secondary service.


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Support services included services, such as general marketing and media outreach, which primarily inform customers of travel options or other program services; in essence they offer a “referred” influence. They can directly motivate mode change with no intermediate contact, but these impacts are difficult to measure. Unlike services that require a registration, most information and outreach services do not record names of individual users who can be contacted in a follow-‐up survey. These impacts are best measured through area-‐wide surveys that assess commuters’ awareness of informational messages and define mode changes that were motivated by the messages. Due to the lack of available data for this purpose, the evaluation does not attempt to quantify independent impacts from marketing activities. Referred impacts are included, however, through use of the referred services that they promote.

Factors Used in the Calculations The evaluation method utilizes factors related to participation in each service and behavioral change resulting from that participation. Three types of data serve as the basic factors for the impact measurement:

1) Level of participation in each service (population base) 2) Shifts to alternative modes as a result of the program (placement rate) 3) Average trip and VMT reductions from individual mode shifts (VTR factor and average travel distance)

Service Participation / Population Base – Table 3 presents the participation figures for each of the four services directly estimated in the calculation. These figures were obtained from goDCgo tracking data. Table 3 – Program Participation in Individual Services in FY 2012

Service Participation/Users

-‐ Ridematch assistance (MWCOG database) 635 applicants

-‐ goDCgo.com website 100,990 unique users

-‐ Continued employer services (clients as of June 2014) 716 employer clients, 209,425 employees

-‐ New / Expanded employer services (since June 2013)

New employer services 37 employer clients, 39,150 employees

Expanded employer services 53 employer clients, 29,383 employees

-‐ Capital Bikeshare 19,256 annual members

-‐ DC Circulator 980,398 annual ridership Monday-‐Friday Estimated 550,400 commute ridership

In defining the participation / population base, the impact calculation also considers that some participation counts reflect multiple uses of a service by a single user. For example, a customer might use the goDCgo.com website more than once in a year, to check schedules for various trips. Additionally, while services are available to both employed and non-‐employed residents and to local and out-‐of-‐town users, the evaluation estimates only impacts resulting from local work trip use, so the evaluation discounts the participation to measure behavior changes only for local employed users and for commute travel. Factors for employed percentage and commute use were obtained from user survey data. Impact Multiplier Factors –The impact calculation method applied a series of service-‐specific multiplier factors to the participation counts to estimate impacts. Table 4 presents the key factors for each service included in the 2013 calculation: placement rates, influence factors, VTR factors, travel distances, and drive alone access. For example, the continued placement rate (influenced) for the Rideshare assistance database is 33% and the continued vehicle trip reduction (VTR) factor is 0.51 trips reduced per day.


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When possible, the calculation methodology derives multiplier factors from data collected on service use and mode changes, through follow-‐up contacts with goDCgo service users. If factors could not be derived directly, due to lack of data specific to a service, the consultant used multiplier values derived for similar programs in the Washington metropolitan region that have conducted individual service evaluations. Appendix 1-‐e documents the sources of data for each factor. Note that the factors for Employer Services reflect a change that resulted in a more conservative estimate of impacts for this component. In the 2013 evaluation, the cost and time coefficients used in the COMMUTER Model that is used to estimate impact of this service were updated to match coefficients used by MWCOG in its new regional travel model approved by the MWCOG’s Transportation Planning Board for regional planning and evaluation. The new coefficients for cost are considerably smaller than those from the previous model, so the COMMUTER Model calculated significantly lower estimates of vehicle trip and VMT reductions in 2013 for the same level of program. This change is entirely responsible for the overall reduction in the results for 2013 when compared with results for 2012. The calculation approach first calculated impacts for individual services as if they were stand-‐alone services. But as noted earlier, there is overlap among the services. To correct for the overlap and avoid double or triple counting participating commuters, the consultants derived discount factors to reflect the estimated share of the service impact that was independent of other services. These discount factors were multiplied by the trip, VMT, and emission impacts calculated for each service individually to reduce individual service impacts. Appendix 1-‐c presents the overlap adjustments. Table 4 – Multiplier Factors by Service

Calculation Factor Ridematch goDCgo Website

Continued Employers

Expanded/ New

Employers

Capital Bikeshare Marketing

DC Circulator Marketing

Placement rate (base)

-‐ Continued 33% 10% 19% 14% 38% 10%

-‐ Temporary 6% 10% 0% 0% 0% 0%

Influence Rate 75% 50% 51% 72% 40% 25%

VTR Factor

-‐ Continued 0.5 0.3 1.2 1.2 0.2 1.0

-‐ Temporary 0.5 0.9 -‐-‐-‐ -‐-‐-‐ -‐-‐-‐ -‐-‐-‐

One-‐way Travel Distance

-‐ Continued 27.0 15.6 15.0 15.0 5.0 15.5

-‐ Temporary 24.0 15.6 -‐-‐-‐ -‐-‐-‐ -‐-‐-‐ -‐-‐-‐

Drive alone Access Distance

-‐ DA access percentage 21% 30% 42% 42% 0% 0%

-‐ DA access distance 0.9 3.0 4.7 4.7 0.0 0.0

The final step in the calculation was to add all the discounted impacts for each program together, to produce the total aggregate impacts for all services combined. These impacts were presented in Table 1 above and are summarized in Appendix 1-‐d.


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Appendices 2013 Impact Calculation Worksheets 1-‐a Calculation Factors 1-‐b Vehicle Trip and VMT Impacts -‐ Calculation by Service 1-‐c Service Overlap Factors 1-‐d Summary of Program Impacts 1-‐e Notes on Data Sources


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Appendix 1-a 2013 Impact Calculation – Calculation Factors

Ridematch goDCgo Website

Continued Employers

Expanded/ New

Employers

Expanded/ New

Employers

Expanded/ New

Employers

Participation base -‐ Total number of uses 635 100,990 209,425* 55,433* 19,256 980,398

Applicants Unique users

Employees at client site

Employees at client site

Annual members

Annual M-‐F ridership

Repeat use discount -‐ Local employed percentage 100% 43% 100% 100% 93% 90%

-‐ Commute trip share 100% 100% 100% 100% 100% 55%

-‐ Average annual use* 1 1 1 1 1 1

-‐ Repeat adjustment 100% 100% 100% 100% 100% 0.4%

Customer base

-‐ Number of unique users 635 43,628 209,425 55,433 17,908 1,941

Placement rate

-‐ % users with cont mode chg 75% 50% 85% 85% 100% 100% -‐ % users with temp mode chg 100% 100% 60% 85% 40% 25% -‐ New influence rate 75% 50% 51% 72% 40% 25%

Influenced Placement rate

-‐ Continued rate 25% 5% 10% 10% 15% 3%

-‐ Temporary rate 5% 5% 0% 0% 0% 0%

VTR factor

-‐ Continued VTR 0.51 0.30 1.20 1.20 0.20 1.00 -‐ Temporary VTR 0.53 0.90 0.00 0.00 0.00 1.00

-‐ Temporary duration (wks) 9 4 0 0 0 0 -‐ Temporary duration % 17% 8% 0% 0% 0% 0%

One Way distance

-‐ Cont distance 27.0 15.6 15.0 15.0 5.0 5.0

-‐ Temp distance 24.0 15.6 15.0 15.0 0.0 5.0

Drive Alone access -‐ % chgs who DA to alt mode 21% 30% 42% 42% 0% 0%

-‐ DA distance to alt mode 0.9 3.0 4.7 4.7 0.0 0.0

Emission Factors Trip Factor (gr / trip)

Running Factor (gr / mile)

-‐ NOx 1.5408 0.3737

-‐ VOC 2.8573 0.0915

-‐ CO2 239.26 404.17

Energy Factor (mpg) 23.8

* Note that employers that expanded services since June 2013 are included in both the Continued and Expanded / New categories; The base impacts for services that were offered prior to July 2013 are counted in the "Continued" category and the additional/expanded impacts for new services added since June 2013 are counted in the "Expanded/New" category


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Appendix 1-b 2013 Impact Calculation – Vehicle Trip and VMT Impacts - Calculation by Service

Ridematch goDCgo Website

Continued Employers

Expanded/ New

Employers

Expanded/ New

Employers

Expanded/ New

Employers

Placements

-‐ Continued Placements 156 2,181 20,293 5,607 2,722 49

-‐ Temporary Placements 29 2,181 0 0 0 0

Vehicle Trips Reduced

-‐ Continued Vehicle Trips 80 654 24,352 6,728 544 49

-‐ Temporary Vehicle Trips 3 151 0 0 0 0

-‐ Total Vehicle Trips Reduced 83 805 24,352 6,728 544 49

VMT Reduced

-‐ Continued VMT 2,160 10,202 365,280 100,920 2,720 245

-‐ Temporary VMT 72 2,356 0 0 0 0

-‐ Total VMT Reduced 2,232 12,558 365,280 100,920 2,720 245

Drive Alone Access Adjustment

-‐ DA access trips 17 242 10,228 2,826 0 0

-‐ Net Vehicle trips reduced 66 563 14,124 3,902 544 49

-‐ DA access VMT 15 726 48,072 13,282 0 0

-‐ Net VMT reduced 2,217 11,832 317,208 87,638 2,720 245

Double Count Correction

-‐ % credited to other service 25% 15% 0% 0% 15% 25%

-‐ Net credit to service 75% 85% 100% 100% 85% 75%

Summary (adj. double count)

-‐ Total placements 139 3,708 20,293 5,607 2,314 37

-‐ Total Vehicle Trips Reduced 62 684 24,352 6,728 462 37

-‐ Total VMT Trips Reduced 1,674 10,674 365,280 100,920 2,312 184

-‐ Net VTrips -‐ emission est 50 479 14,124 3,902 462 37

-‐ Net VMT -‐ emission est 1,663 10,057 317,208 87,638 2,312 184


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Appendix 1-c 2012 Impact Calculation – Service Overlap Factors

Impacts discounted

Base Program NET Ridematch goDCgo Website

Continued Employers

Expanded / New

Employers

Capital Bikeshare

DC Circulator

RideMatch 75% 25%

goDCgo.com website 100% 5% 10%

Continued employer 100%

Expanded / New employer 100%

Capital Bikeshare 85% 5% 5% 5%

DC Circulator 75% 5% 10% 10%


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Appendix 1-d Summary of Program Impacts for 2013, 2012, 2011, and 2010 and Comparison of 2013 to 2012 Impacts

Impact Indicator 2012

Impacts 2012

Impacts

Change 2013 vs 2012

2011 Impacts

2010 Impacts

Total Placements 32,100 29,527 2,574 27,398 19,658

Travel Impacts (daily) -‐ Total Vehicle Trips Reduced 32,325 31,892 433 31,490 23,038 -‐ Total VMT Reduced 481,044 494,827 -‐13,783 489,134 357,386 Emission Impacts (daily kg) -‐ NOx 186 180 6 177 130 -‐ VOC 93 102 -‐9 100 73 -‐ CO2 173,931 202,634 -‐28,703 200,210 146,175 Energy Savings (daily) -‐ Gallons of gas saved 17,608 18,465 -‐857 18,244 13,320


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Appendix 1-e 2013 Impact Calculation – Notes on Data Sources Participation Counts -‐ Ridematch requests -‐ COG data (635 applications received between July 2013 and June 2014) -‐ GoDCgo.org website – 100,990 unique users, discounted to include only employed local users (72%) and to adjust for 50% bounce-‐backs

-‐ Continued Employers (continued from June 2013 -‐ no change) -‐ 716 employers, 209,425 employees -‐ New / Expanded employers (new or expanded services since June 2013) -‐ 53 expanded employers, 29,383 employees; 37 new employers, 39,150 employees

-‐ Capital Bikeshare -‐ 19,256 "annual" members x 93% employed (2012 CB survey) = 17,909 -‐ DC Circulator -‐ M-‐F ridership June 2013-‐May 2014, with discount by route of 75-‐95% for local users and 50-‐65% for commute use by local users (data from DC Circulator Rider Survey-‐ fall 2012)-‐ Total M-‐F ridership = 980,398; Commute ridership = 550,412

Placement Rates -‐ Ridematch requests -‐ MWCOG data -‐ 2011 placement survey (in MSA only) -‐ GoDCgo.org website -‐ estimate from Arlington County, ACCS, commuterpage.com survey -‐ Continued Employers -‐ Derived from EPA COMMUTER Model, using program characteristics for each employer -‐ New Employers -‐ Derived from EPA COMMUTER Model, using actual program characteristics for each employer -‐ Capital Bikeshare -‐ 2012 CB member survey -‐ placement for commute trips only -‐ DC Circulator – Estimated from DC Circulator Rider Survey (fall 2012)

VTR Factor -‐ Ridematch requests -‐ MWCOG data -‐ 2011 placement survey (in MSA only) -‐ GoDCgo.org website -‐ estimate from Arlington County, ACCS, commuterpage.com survey -‐ Continued Employers -‐ Assumed to be 1.20; majority of shifts to transit -‐ New Employers -‐ Assumed to be 1.20; majority of shifts to transit -‐ Capital Bikeshare -‐ 2012 CB member survey -‐ placement for commute trips only -‐ DC Circulator – Estimated from DC Circulator Rider Survey (fall 2012)

Travel Distance -‐ Ridematch requests -‐ MWCOG data -‐ 2011 placement survey (in MSA only) -‐ GoDCgo.org website -‐ State of Commute 2013 survey -‐ average for commuters traveling to DC worksites -‐ Continued Employers -‐ State of Commute 2013 survey -‐ average for commuters traveling to DC worksite -‐ New Employers -‐ State of Commute 2013 survey -‐ average for commuters traveling to DC worksite -‐ Capital Bikeshare -‐ 2012 CB member survey -‐ placement for commute trips only -‐ DC Circulator – Estimated from DC Circulator Rider Survey (fall 2012)

Drive alone Access -‐ Ridematch requests -‐ MWCOG data -‐ 2013 SOC survey, DC residents -‐ GoDCgo.org website -‐ State of Commute 2013 survey -‐ average for commuters traveling to DC worksites -‐ Continued Employers -‐ State of Commute 2013 survey -‐ average for commuters traveling to DC worksite -‐ New Employers -‐ State of Commute 2013 survey -‐ average for commuters traveling to DC worksite -‐ Capital Bikeshare -‐ assumed to be 0 -‐ DC Circulator -‐ assumed to be 0 -‐ no P&R lots

Note on Employer Services Employer services results will not match MWCOG 2014 TERM results for DC Employer Outreach; the TERM excludes a sub-‐set of client employers (Levels 1-‐2, public agencies, employers that were clients prior to the TERM adoption)

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goDCgo Annual Impact Report Year 3

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