Influencing Choice - Techniques to Really Move the Needle on
Mode Share
Dan MacLaughlin – Executive Director, Commuter Connection
Contents:• Moving the Needle - Theory– Examine Market– Identify Opportunities– Customize Programs & Services That Deliver a Measurable
Result • Moving the Needle – Practice– Employer Outreach– Rideshare Programs & Services– Bicycling Programs & Services– Transit Programs & Services
Moving the Needle - Theory1. Examine Market2. Identify Opportunities3. Customize Programs and
Services that Deliver a Measurable Result
Double transit ridership by 2030, slow the growth in traffic congestion and improve mobility for
everyone.
2030 Transportation Policy Plan
ACCESS MINNEAPOLISTen Year Transportation Action Plan
Reduce the percentage of Minneapolis residents who drive alone to work to 61 percent by 2015.
Reach a bicycling mode share of 7 percent by 2014,
with a milestone of 6 percent by 2012.
6. Lead the Nation in Transportation Options
“Increase transit's mode share for daytime commuters from 40 percent to 60 percent.”
Downtown Minneapolis
Employment: 139,500
One dot = 25 workers
Commuter Characteristics26% within 5 miles
29% 5-10 miles
23% 10-15 miles
12% 15-20 miles
3% 20-25 miles
7% 25+ miles
Moving the Needle - Theory1. Examine Market2. Identify Opportunities3. Customize Programs and
Services that Deliver a Measurable Result
Potential for Converting Drive AlonesGreatest potential for conversion among alternative modes are carpooling and biking• Of those who currently drive alone, one-fifth indicate that they would be
somewhat likely or very likely to try carpooling (20%) or biking (20%) in the next year.
(240,000 commuters)
15% exclusive - transit (180,000 commuters)
Source: Metro Transit – State of the Commute Survey – 2012
Moving the Needle - Theory1. Examine Market2. Identify Opportunities3. Customize Programs and
Services that Deliver a Measurable Result
Employer Outreach• Commuter
Challenge
Rideshare• Parking
Discounts
Bicycling• ZAP Twin
Cities
Transit• Metropass
Moving the Needle - Practice1. Employer Outreach2. Rideshare3. Bicycling4. Transit
Annual Metro-wide “Try it!” campaign to
encourage the use of
sustainable transportation.
PledgeApril – May - June• Bike• Walk• Transit• Pool• Telework
Prizes• Netbooks• Kindles• Kindle Fires
Track• Track trips
for chance to win weekly prizes
Rewards• Healthier
Environment• Healthier
Finances• Healthier
You
2012 Commuter Challenge Survey Results
Survey was sent to 13,394 Commuter Challenge participants. 40.46% clicked through the email to visit the site and 15.0% participated in the survey.
• First time participants – 61.6%• Completed the pledge – 97% • Do you continue your pledge (not drive alone) – 88.6%• Top three ways of commuting:• Transit (bus, light rail, Northstar) – 44.8%• Biking – 41.0% • Carpooling – 26.6%
2012 Extending the Challenge: Trip Tracker
• 534,421 vehicle miles reduced• 1,461 individuals tracked a trip• Estimated 6 million vehicle miles reduced by all pledgers
Bike20%
Carpool10%
Telecommute8%
Transit55%
Vanpool6%
Walk1%
Miles Tracked by Mode (%)
201014,952 Pledges
201115,735 Pledges
201217,505 Pledges
02000400060008000
1000012000140001600018000
2746 40796758
1220611656
10747
Downtown Minneapolis Metro Area
Commuter Challenge Pledge Totals
Employer Outreach ModelsPre-Recession• Primary Focus : Employer Events• Green fairs, wellness fairs, benefits fairs, team
meetings, lunch & learns• Secondary Focus: Public Events• Bike Walk Week• Living Green Expo• Heart Walk
• Tertiary Focus: Online Pledges
Employer Outreach ModelsPost-Recession• Primary Focus : Public Events• Skyway events, building lobby events,
farmer’s market• More regional events – May Day Parade,
Stone Arch Bridge Festival• Secondary Focus: Employer Events• Tertiary Focus: Online Pledges
Moving the Needle - Practice1. Employer Outreach2. Rideshare3. Bicycling4. Transit
Discounted Parking Rates for Rideshare• As low as $20 per month• Must register to receive discount
Minneapolis has ~7500 registered rideshare users (~6% mode split).
Why such a low mode split for rideshare with a $20/month rate?
Price is not an issue.
1. The registration process is a barrier• It takes 2 to 7 days to complete• You need to present a photo id
with current address at two locations
• You need to re-register every 6 months
2. No Rideshare Employer Program• Most employers do not own
their own parking lots/ramps• Most Minnesotans will not
carpool with a stranger, but will share a ride with a co-worker
New Program: Carpool Concierge1. One stop, on-site registration at
employer locations2. Takes 5 to 10 minutes to complete3. Ability to count carpool pass entries
at municipal ramps, and filter by employer
4. Launching October 2012
Moving the Needle - Practice1. Employer Outreach2. Rideshare3. Bicycling4. Transit
• vehicle, safety, riding comfort, and good tips for getting into and around downtown
Basics of Bicycling for Transportation
(1 hour classroom course)
• keeping a bicycle clean and lubricated, fixing a flat tire, basic brake and derailleur adjustment
Basic Bike Maintenance(1 hour classroom course)
• basic skills: starting and stopping, scanning, signaling & maintaining a straight line, dodging small objects on the road, and stopping quickly
Bicycle Skills (1.5 hour bicycle ride)
• practice roadway positioning, scanning, signaling and turning, changing lanes, and how to get to and from major trailheads
Riding With Traffic (1.5 hour bicycle ride)
Bicycle Education
• First-of-its-kind implementation of RFID technology to track and reward bicyclists.
• Public Private partnership between Dero, U of M, St Paul Smart Trips and Minneapolis Commuter Connection.
• Funded through one-time Congestion Mitigation and Air Quality grant.
GET TAGGED
A tamper-proof RFID tag is installed by program staff on a participants bicycle wheel.
GET ZAPPED
Participants ride past a ZAP reader installed along streets and trails. Riders must pass within 5-15 feet of a reader. Readers will only count one ZAP per day.
GET REWARDED
Participants win an automatic prize once they have ZAPPED their ride 10 times. Each month after that participants that ride 8 times are eligible for monthly prize drawings.
Bicycle Commuting Counts
U of M – January 2012 Minneapolis – August 2012 St Paul – September 2012
HEALTH AND WELLNESS APPLICATIONS
=
Moving the Needle - Practice1. Employer Outreach2. Rideshare3. Bicycling4. Transit
Metropass1. Reduced rate pass - $76 per
month vs. $113.502. Unlimited rides, no need to
recharge3. Paid for with pre-tax payroll
deduction4. We know how many Metropass
transit trips taken by employer
By 2015, inspire and empower 10,000 new commuters to use transportation alternatives and
reduce drive alone trips by 4,800,000.
2015 Major Impact Goal
Employer OutreachIncrease
education contacts
with commuters by 15% (an additional
5,000 individuals).
BicyclingEngage over
20 companies in the ZAP Twin Cities
program and enroll over 500 bikers.Enroll 75
new companies
in Metropass and increase ridership by
25%.Transit
Increase the number of registered carpools traveling
into downtown
by 30%.Rideshare
Thank you.
Dan MacLaughlinExecutive Director, Commuter [email protected]
612.370.3987 x206www.commuter-connection.org