Pulsar Advertising Southeastern Institute of Research 1 Dulles Corridor Metrorail Project Consumer...

Pulsar Advertising Southeastern Institute of Research 1

Dulles Corridor Metrorail Project

Consumer Research

October 15, 2004

Pulsar Advertising

G

Southeastern

Institute of Research


Outline of Presentation

• Objectives• Methodology• Detailed Findings and

Strategic Implications• Review of Strategic

Implications


Research Objectives• Identify the key messages that must be advanced

to continue support for the Dulles Corridor Metrorail Project

• Identify and understand the segments that do not currently support the project or believe a DTR toll increase is the appropriate way to fund the project

• Understand how best to develop the project communication program

• Understand how Smart Tag users and non-users support the Dulles Corridor Metrorail Project and how Smart Tag incentives could impact Smart Tag utilization


Methodology

• Telephone survey conducted among 1,200 DTR users

400 -- live in construction zone (in zip codes that are within 4

miles of construction) 400 -- other residents of the Dulles corridor

400 -- heavy DTR users (at least 3 days per week)

• Some overlap in categories– For example, some residents are also heavy

users


Methodology (con’t.)

• Respondents were not required to use the DTR. However, most respondents did use the DTR. In the report that follows, DTR users are categorized as “Heave DTR Users” and “Other DTR Users.” “Heavy DTR Users” use the DTR three or more times a week. “Other DTR Users” use the DTR less than three times a week. The “Other DTR Users” includes 71 respondents who never use the DTR. The total number in each of these groups is:

456 -- Heavy DTR users*744 -- Other DTR users

* The 456 total exceeds the 400 quota due to category overlap.



• In the analysis in this report, Construction Zone residents and Other Corridor residents are compared and contrasted. For these comparisons, the total number in each quota (n=400 each) are used.

• Heavy DTR Users and Other DTR Users are also compared and contrasted. Because no specific quota was established for the Other DTR Users, the total number of Heavy DTR Users (n=546) and Other DTR Users (n=744) are used for these comparisons.



• The survey was introduced as a study on behalf of the Commonwealth of Virginia regarding transportation issues along the Dulles Corridor

• Interviews were conducted August 18 through September 6

• All respondents had to be aware of the Dulles Corridor Metrorail Project

Key finding: 89% of residents in the corridor are aware of the Dulles Corridor Metrorail Project


Detailed Findings and

Strategic Implications


Support for the Dulles Metrorail Project: Overall Reaction


A Strong Base of Support for the Dulles Corridor Metrorail Project

Already Exists

3%

3%

3%

22%

68%

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

Don't know

No support

Very little support

Some support

Great deal ofsupport

9 out of 10

support the

project

Weighted data

Question: Do you support the Dulles Rail Project – extending Metrorail out to Dulles Airport and into Loudoun County? By support, we mean “do you want this project to be built?” (Read answers.)

Total Samplen = 1,200

Of those 89% of the population

who are aware of the

Dulles Corridor Metrorail Project …


Support of the Dulles Corridor Metrorail Project Is Widespread

2%

3%

28%

63%

4%

4%

24%

66%

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

No support

Very littlesupport

Some support

A great deal ofsupport

Construction Zone Residents

Other Corridor Residents


Construction Zone

n = 400

Other Corridorn = 400


Residents Throughout the Corridor Support the Project

4%

93%

8%

89%

7%

90%

5%

91%

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

Do not support

Support

East

Tysons

Airport

Loudoun


East region: I-66 from Roslyn to DTR interconnect. Includes Arlington, Falls Church, and McLean.Tysons: DTR from I-66 to Leesburg Pike. Includes Tysons and Vienna.Airport: DTR from Leesburg Pike to Airport.Loudoun: Airport out into Loudoun.


Both Heavy DTR Users and Other DTR Users Support the Project

3%

3%

27%

64%

4%

2%

13%

77%

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

No support

Very littlesupport

Some support

A great deal ofsupport

Heavy DTR Users

Other DTR Users


But, heavy users give the project

a great deal of

support.

Heavy DTR Users

n = 546

Other DTR Users

n = 744


Multiple Measures Are Used to Determine Reasons for

Support• Why do you support the project?• Do you believe the project will

reduce traffic congestion?• What is the major benefit of the

project?• What will be the long-term impact?

Reduce Congestion


Residents Support the Project Because They Believe It Will Decrease Traffic

Congestion

8%

9%

10%

14%

18%

32%

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

Another option

Long overdue

In favor of mass transit

Access to airport

Easier/more convenient

Less traffic congestion

Weighted data

Question: Why do you say that (you support/do not support Dulles Rail Project)?

Reasons for supporting Dulles Corridor Metrorail

Project

Supportersn = 1086


Both Corridor Residents and Construction Zone Residents Support the Project Because They Believe It Will Reduce Traffic

Congestion

6%

7%

14%

19%

17%

28%

9%

8%

6%

10%

13%

31%

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

Another option

Long overdue

In favor of masstransit

Access to airport

Easier/moreconvenient

Less trafficcongestion




Construction Zone

N = 400



Both Heavy DTR Users and Other Users Support the Project Because It Will Decrease Congestion

7%

8%

10%

15%

16%

30%

9%

10%

6%

7%

17%

30%

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

Another option

Long overdue

In favor of mass transit

Access to airport

Easier/more convenient


Heavy DTR Users

Other DTR Users


Reasons for supporting Dulles Corridor Metrorail

Project

Lighter DTR users also support the

project because it will provide access to the

airport

Heavy DTR Users

n = 456

Other DTR Users

n = 744


Residents Believe That When It is Finished, the New Dulles Rail Project Will Reduce Traffic

Congestion Along the Dulles Corridor

Weighted data

Question: Once finished, and in service, do you think the new Dulles Rail Project will reduce traffic congestion along the Dulles Corridor? (Read answers.)

Not at all reduce

11%

Don't know3%

Significantly reduce

37%

Somewhat reduce

49%

Total SampleN=1,200


Those Who Believe the Rail Project Will Reduce Traffic Congestion Are More

Likely to Support the Project

29%

4%

2%

71%

96%

98%

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

Not at all reduce

Somewhat reduce

Significantlyreduce

Supporters

Non-supportersWeighted data


Significantly Reducen = 447

Somewhat Reducen = 584

Not At All Reducen = 131


Support for the Dulles Metrorail Project:

A Personal Experience


On A Personal Level, Dulles Rail …

• Is viewed as “riding the train”• Is a transportation option• Is convenient transportation• Is a way for an individual or

household member to commute to work


Over One-Fourth Believe the New Service Will Provide Convenient Transportation

for Their Household

6%

11%

13%

18%

27%

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

Faster travelingtime

Reduce trafficcongestion

Easier commute toairport

A transportationoption

Convenienttransportation

Weighted data

Question: How will the Dulles Rail Project affect you or anyone in your household?



Project Supporters Are More Likely to View The New Rail Service as Providing Convenient

Transportation

3%

6%

4%

3%

2%

6%

11%

14%

20%

30%

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






SupportersNon-supporters

Weighted data


Supportersn = 1,086

Non-supporters

n = 76


Heavy DTR Users View the New Rail as a Convenient Commute Option. Other DTR Users Also Consider the New

Rail to Be Convenient Transportation, But They Are Also More Likely to Think of It as Providing Easier Access to the

Airport.

4%

9%

16%

15%

24%

9%

15%

6%

26%

33%

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






Heavy DTR UsersOther DTR Users


Heavy DTR Users

n = 456

Other DTR Users

n = 744


Support for the Project Is Nearly Unanimous among Those Who View the Rail as Transportation for Them or Their Household. Support Is

Significantly Less among Those Who Believe the Project Will Not Impact Them.

11%

1%

1%

89%

99%

99%

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

No impact on me



Supporters

Non-supportersWeighted data


A Transportatio

n Optionn = 218

Convenient Transportatio

nn = 328

No Impact On Me

n = 335


Key Finding:A strong base of support for the Dulles Corridor Metrorail Project already exists throughout the corridor. Those who live in the corridor, those who live specifically in the construction zones and those who commute frequently on the DTR believe that the project will have a positive impact on the area.

Strategic Implication:Position the overall Dulles Corridor Metrorail Project cause as “good for everyone.”


Key Finding:

Reducing traffic congestion is the primary perceived benefit of the project from a broad perspective; less traffic congestion is also the perceived long-term impact of the new rail service; and, it is the reason residents support the project.

Strategic Implication:Include messages that reinforce perceived benefits of the project by communicating that the new rail service will reduce traffic congestion – but in ways that do not over promise immediate lessening of today’s traffic congestion. For example: “The Dulles Corridor Metrorail Project will help manage the expected increase in traffic, but not reduce congestion. It is part of a plan to manage the demand on the roadway. Rail will carry the equivalent of up to 4 lanes of traffic during peak hours.”


Key Finding:On an individual or personal level, residents think about the impact the new rail service will have on them and their families rather than how it will impact the community or region. From this perspective, the impact is seen less in terms of reducing traffic congestion and more in terms of a new transportation alternative and a form of transportation that the resident might use.

Strategic Implication:Messages about the project are not limited to reduction of traffic congestion. People understand the inherent transportation benefit of Metrorail on a personal level, i.e., the opportunity to use train service. Leverage this positive association with images of Metrorail as a transportation alternative with personal benefits. Explore ways of using the inherent emotional nature of personal experiences to generate support for the project.


Key Finding:Many Heavy DTR Users already view the new rail service as a convenient transportation option – one which they could potentially use on their regular commute.

Strategic Implication:Begin now to speak to Heavy DTR Users about the new rail service. Use communication to help them begin to plan for using the new rail system. Teach them how to take advantage of this convenient transportation option.


The Impact of Toll Increase


About Half Are Aware of Toll Increase

2%

49%

49%

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

Don't know

No

Yes

Weighted data

Question: Are you aware that tolls on the Dulles Toll Road will likely be increased to finance the construction of the Dulles Rail Project?



Heavy DTR Users Are More Likely to Be Aware of the Toll Increase

3%

51%

46%

1%

45%

53%

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

Don't know

No

Yes

Heavy DTR Users

Other DTR Users


Heavy DTR Users

n = 456

Other DTR Users

n = 744


Two-thirds Feel That Increasing Toll to Fund Dulles Corridor Metrorail Project Is

Appropriate

4%

18%

15%

38%

25%

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

Don't know

Very inappropriate

Somewhatinappropriate

Somewhatappropriate

Very appropriate

Weighted data

Question: How appropriate is it to increase tolls on the Dulles Toll Road to help finance construction of the Dulles Rail Project? Would you say … (Read answers.)

63%



One Third of Residents Feel A Toll Increase Is Inappropriate

14%

15%

38%

30%

16%

14%

42%

24%

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

Very inappropriate


Somewhatappropriate

Very appropriate




Construction Zone

n = 400

Other Corridor n = 400


Residents In the Eastern Corridor and in Tysons Are More Supportive of the Toll

Increase

37%

59%

39%

57%

25%

72%

23%

73%

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

Toll increase isinappropriate

Toll increase isappropriate

East

Tysons

Airport

Loudoun


East region: I-66 from Roslyn to DTR interconnect. Includes Arlington, Falls Church, and McLean.Tysons: DTR from I-66 to Leesburg Pike. Includes Tysons and Vienna.Airport: DTR from Leesburg Pike to Airport.Loudoun: Airport out into Loudoun.


Those Who Are Already Aware of the Toll Increase Are More Likely to

Believe Toll Increase Is Appropriate

58%

69%

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

Not aware oftoll increase

Aware of tollincrease

Weighted data


Believe toll increase is

somewhat or very

appropriate

Aware of Toll Increasen = 585

Not Aware of Toll Increase

n = 587


Heavy DTR Users – Who Pay the Toll More Frequently – Are More Likely to Think the Toll Increase Is

Inappropriate

15%

14%

40%

28%

23%

17%

36%

20%

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

Veryinappropriate


Somewhatappropriate

Very appropriate

Heavy DTR Users

Other DTR Users


Heavy DTR Users

n = 456

Other DTR Users

n = 744


The Primary Criticism of Raising the Tolls: Those Who Use the Rail Should

Pay

11%

2%

2%

6%

46%

7%

9%

12%

15%

28%

12%19%

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

Should already be paid

for

Everyone should have

to pay for it

Government should

pay

Taxes should cover it

Toll already too high

Those who use the rail

should pay

Supporters

Non-supporters

Weighted data

Question: Why do you say “inappropriate” (to increase tolls on the Dulles Toll Road to help finance the construction of the Dulles Rail Project)?

When asked why they believe the toll increase

is not appropriate, residents respond with the complaint that tolls

from the DTR should not be used to pay for

the rail project.

Supportersn = 327

Non-supporters

n = 51


Project Supporters Are Slightly Less Likely to Know That Tolls Collected on the DTR Are

Already Being Used to Fund Services in the Dulles Corridor Area

44%

38%

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

Non-supporters

Supporters

Weighted data

Question: Are you aware that a portion of the tolls collected on the Dulles Toll Road are already being used to fund services in the Dulles Corridor area?

Proportion who know

tolls pay for services in the corridor

Supportersn = 1,086

Non-supporters

n = 76


Heavy DTR Users Are More Likely than Other DTR Users to Know that the Tolls Are Used to

Fund Services in the Corridor

34%

44%

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

Other DTRUsers

Heavy DTRUsers

Question: Are you aware that a portion of the tolls collected on the Dulles Toll Road are already being used to fund services in the Dulles Corridor area?

Proportion who know

tolls pay for services in the corridor

Heavy DTR Users

n = 456

Other DTR Users

n = 744


Key Finding:Sensitivity to the toll increase is not paramount. When motorists know in advance that the toll will be increased, they are more likely to support – or at least accept – the toll increase.

Strategic Implication:A public education and information campaign is needed, above and beyond current efforts, to build awareness of the toll increase before it happens.


Intended Usage


High Level of Intended Usage

Weighted data

Question: How likely are you or others in your household to use the new Metrorail service once it’s in place – assuming it serves the destinations you or others in your household currently seek? Would you say…(Read answers.)

Don't know2%

Somewhat likely31%

Very likely48%

Very unlikely

11%

Somewhat unlikely

8%



Likely Users Cite a Variety of Reasons for Intended Usage of

Dulles Rail

5%

9%

9%

10%

12%

12%

14%

15%

18%

24%

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

No need for car

Eliminate parking

Faster commute

Save money

Travel to entertainment or shopping

Travel to work

Avoid traffic congestion

Access to Washington

Airport access

Convenience

Weighted data

Question: What would be you or your household’s main reasons for using the new Metrorail service rather than continuing to travel in the manner you now do?

Likely Users

n = 971


Supporters Are Much More Likely To Intend to Use the New Service than Are Non-

supporters

35%

84%

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

Non-supporters

Supporters

Weighted data

Question: How likely are you or others in your household to use the new Metrorail service – once it’s in place – assuming it serves the destinations you and others in your household currently seek? Would you say…(Read answers.)

Supportersn = 1,086

Non-supporters

n = 76


Heavy DTR Users Are More Likely to Use the New Rail Service than Are

Other DTR Users

76%

85%

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

Other DTRUsers

Heavy DTRUsers

Question: How likely are you or others in your household to use the new Metrorail service – once it’s in place – assuming it serves the destinations you and others in your household currently seek? Would you say…(Read answers.)

Heavy DTR Users

n = 456

Other DTR Users

n = 744


Supporters See Themselves Using the New Rail Service. Non-supporters Do

Not.

0%

2%

2%

2%

21%

22%

10%

21%

29%

29%

55%

57%

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

School or schoolactivities

Visiting friends

Shopping trips

Work trips

Trips to airport

Entertainmentdestinations

Supporters

Non-supporters

Weighted data

Question: Now please tell me whether you will continue using or driving the Dulles Toll Road or switch to the new Metrorail service – once it is in place – for each of the destinations I read to you.

Supporters Who Are Likely to Use the Rail

Servicen = 836

Non-supporters Who Are Likely to Use the New

Rail Servicen = 54


Heavy DTR Users Are More Likely to Plan to Use the New Rail Service for Work than Are Less Frequent DTR

Users

8%

19%

26%

19%

53%

54%

11%

20%

26%

36%

52%

56%

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

School or schoolactivities

Visiting friends

Shopping trips

Work trips

Trips to airport

Entertainmentdestinations

Heavy DTR Users

Other DTR Users



Prospective Users of New Rail Service Are More Likely to Believe the Toll Increase Is

Appropriate

52%

67%

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

Not likely touse new rail

service

Likely to usenew railservice

Weighted data

Question: How appropriate is it to increase the tolls on the Dulles Toll Road to help finance the construction of the Dulles Rail Project? Would you say…(Read answers.)

Believe toll

increase is

appropriate

Likely to Use the New Rail

Servicen = 950

Not Likely to Use the New Rail Service

N = 229


Key Finding:Supporters of the Dulles Metrorail Project are better able to envision themselves using the new rail service than are non-supporters. They have already made a “personal” connection with the new service.

Strategic Implication:Help non-supporters recognize how they could use the new rail service. When showcasing how the Metro extension will improve access / mobility, demonstrate specific uses of the new rail.


Key Finding:Intended usage is important for supporting the toll increase. Those who envision themselves using the new rail service are more likely to support the increase.

Strategic Implication:Again, help non-supporters recognize how they could use the new rail service.


Non-supporters


Profile of Non-supporters

• Are concerned about the cost of the project

• And, believe the project (rail) will lead to population growth

• But, more importantly, they just don’t see themselves using the new rail service

• Believe construction will interfere with their lives – but don’t see the benefits

• Over-represented by men

• More likely to be employed in non-government, private industry jobs or to be self-employed

• Tend to be older

• Tend to be SOVers

• More likely to be long-time residents of Northern Virginia


Non-supporters Are Concerned About the Cost of the Project

1%

11%

14%

18%

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

Don't know muchabout it

Would never use

No impact on me

Cost/tax increase

Weighted data


Reasons for not supporting

Dulles Corridor Metrorail Project

But, equally important, they

don’t see themselves using

the new rail service

Non-supporters

n = 76

The 18% of Non-supporters who expressed concerns about the cost/tax increase represents about 1% of the population: .06 (Non-Supporters) x .18 = .01


They Believe Population Growth Is the Long-term Negative Impact

12%

5%

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

Non-supporters

Supporters

Weighted data

Question: Why do you say that (it will have a negative impact)?

All negative comments about long-term impact

mention population growth or over-

development

Supportersn = 1,086

Non-supporters

n = 76


Reasons For Non-support of the Dulles Corridor Metrorail

Project

44%

26%

75%

90%

84%

58%

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

Believe the rail project will reducecongestion along DTR

Believe the rail project will have apositive impact on their area

Believe the project constructionwill interfere with their lives

Supporters

Non-supporters

Weighted data

Question: From what you know today, would you say the Dulles Rail Project construction will (Read scale) interfere with your life? Once it is finished, what long-term impact do you think the new Dulles Rail Project will have on the immediate area where you live? Once finished, and in service, do you think the new Dulles Rail Project will reduce traffic congestion along the Dulles Corridor?

Base varies for each

question as indicated.

Supporters n=516; Non-supporters n=38

Supporters n=1,086; Non-supporters n=76

Supporters n=1,086; Non-supporters n=76


Most Residents Have Not Attended Public Meetings About the Dulles Rail

Project

Weighted data

Question: Have you ever attended any meeting open-to-the-public regarding the Dulles Rail Project?

No96%

Yes4%

However,

Total SampleN = 1,200


Non-supporters Are More Likely to Have Attended Public Meetings about the

Project

91%

9%

96%

4%

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

Have notattended public

meeting

Have attendedpublic meeting

Supporters

Non-supporters

Weighted data


Supportersn = 1.086

Non-supportersn = 76

Represents in total only

8% of population.


Non-supporters Are More Vocal About Their Opinion of the Dulles Rail Project

26%

65%

35%

74%

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

No, have notspoken atmeeting

Yes, havespoken atmeeting

Supporters

Non-supporters

Weighted data

Question: Have you ever openly voiced your opinion about the Dulles Rail Project at one of these meetings?

Supporters Who Have Attended Meetingn = 41

Non-supporters Who Have Attended Meeting

n = 7

Note: Small base size.

Interpret with caution.

Non-supporters who have

spoken up at a meeting

represent less than 1% of the

total population.


Non-supporters Tend to Be Older Than Supporters

5%

18%

11%

18%

26%

17%

4%

1%

4%

9%

8%

22%

20%

9%

3%

25%

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

Don't know/refused

Over 65

Age 60-65

Age 50-59

Age 40-49

Age 30-39

Age 25-29

Age 18-24

Supporters

Non-supporters

Weighted data

Question: What is your age? Are you…(Read answers.)

Supportersn = 1,086

Non-supportersN = 76


Employment Status of Non-supporters and Supporters Is

Comparable

5%

0%

0%

3%

3%

18%

12%

59%

3%

2%

1%

2%

12%

9%

61%

9%

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

Don't know/refused

Other

Student

Looking for work

Homemaker

Retired

Working part-time

Working full-time

Supporters

Non-supporters

Weighted data

Question: Are you…(Read answers.)

Supporters n = 1,086

Non-supporters

n = 76


But, Non-supporters Are More Likely To Be Employed in Private Industry or To Be Self-

Employed

4%

25%

8%

63%

10%

14%

16%

60%

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

State or localgovernment

Self-employed

Federalgovernment

Private industry

Supporters

Non-supporters

Weighted data

Question: Do you work for…(Read answers.)

Supporters Who Are

Employedn = 764

Non-supporters Who Are

Employed n = 54


Non-supporters Are More Likely to Drive Alone

11%

0%

2%

0%

2%

86%

13%

0%

2%

4%

72%

9%

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

Other

Vanpool

Telework

Bus

Carpool

Drive alone

Supporters

Non-supporters

Question: What is your current most frequent mode of commute to and from work? (Read answers.)

Weighted data

Supporters Who Are

Employedn = 764

Non-supporters Who Are

Employedn = 54


Supporters and Non-supporters Are Equally Likely to Transport Children to

Daycare

0%

90%

10%

3%

88%

10%

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

Don't know

No

Yes

Supporters

Non-supporters

Weighted data

Question: When commuting to and from work, do you also take a child or children to a daycare or child care facility?

Supporters Who Are

Employedn = 764

Supporters Who Are

Employedn = 54


Consistent with the Educational Profile of the Area, Both Supporters and Non-Supporters Are College

Educated

6%

39%

33%

11%

0%

10%

2%

0%

5%

32%

42%

13%

5%

1%

0%

2%

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

Don't know/refused

Post college graduate

College graduate

Some college

Technical school

High school graduate

Some high school

Grade school

Supporters

Non-supporters

Weighted data

Question: What is the highest level of education you have completed?

Supportersn = 1,086

Non-supporters

N = 76


Non-supporters Are Less Likely to Have Moved to Northern Virginia in the Last 5

Years

2%

71%

16%

5%

3%

2%

4%

63%

13%

10%

3%

7%

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

Don't know /refused

10 years or more

5-10 years

3-5 years

1-2 years

Less than one year

Supporters

Non-supporters

Weighted data

Question: How long have you lived in Northern Virginia?

86% of Non-Supporters have lived in Northern Virginia for at least 5

years. In contrast, 76% of Supporters have lived

in the area 5 years or more.


Non-supporters

n = 76


Income Levels of Supporters and Non-supporters Are About Equal

33%

23%

12%

14%

10%

8%

0%

25%

25%

12%

15%

8%

1%

14%

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

Refused

$125,000 or more

$100,000 to less than $125,000

$75,000 to less than $100,000

$50,000 to less than $75,000

$25,000 to less than $50,000

Less than $25,000

Supporters

Non-supporters

Weighted data

Question: Is your current household income…(Read answers.)

Supportersn = 1,086



Supporters Are About As Likely As Non-supporters To Be Minorities

12%

8%

7%

1%

0%

72%

8%

5%

5%

2%

77%

3%

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

Don'tknow/refused

Other

Asian

Hispanic

African American

Caucasian orwhite

Supporters

Non-supporters

Weighted data

Question: Would you describe yourself as…(Read answers.)

Supportersn = 1,086

Non-supporters

n = 76


Non-supporters Are More Likely to Be Male

40%

60%

51%

49%

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

Female

Male

Supporters

Non-supporters

Weighted data

Question: Gender of respondent. (Recorded by observation.)


Non-supporters

n = 76


Key Finding:Non-supporters are more likely to see the negatives of the project without also recognizing the benefits.

Strategic Implication:Education will play a strong role in converting Non-supporters to Supporters. Educating Non-supporters about the positives of the project – such as removing people from DTR and providing a transportation alternative – may be more effective than trying to “counter” negative arguments. Reinforce the long-term positives they see: easier access to Dulles Airport and entertainment venues. Communicate that the Dulles Corridor Metrorail Project is part of the Metro system – “You can get everywhere Metro goes, including the MCI Center, Smithsonian, and Georgetown, etc.”


Key Finding:Non-supporters express concern that the project will interfere with their lives.

Strategic Implication:Present unassailable facts that show how construction impacts will be managed.


Key Finding:While Non-supporters are more likely than Supporters to be SOVers and to work in private industry or be self-employed, the two groups do not differ on a number of key demographic variables, such as income, education, and race.

Strategic Implication:Communications do not need to target just specific demographic groups. However, take advantage of available opportunities to reach those who do not currently support the project, for example, through the workplace of private, non-government employers.


The Relationship Between Smart Tag

Usage and Support for the Dulles Metrorail

Project


Smart Tag Users and Non-users Support The Rail Project Evenly

7%

7%

89%

90%

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

Smart Tag Non-Users

Smart Tag Users

SupportDo Not SupportWeighted data


Supportersn = 736


Note: Question added after survey had started in field. Thus, not all respondents were asked this question.


Offering Smart Tag With A Discount Would Attract More Smart Tag

Users

34%

9%

18%

35%

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

Very unlikely

Somewhatunlikely

Somewhat likely

Very likely

Question: Let’s assume the tolls on DTR will be increased to fund the DTR Rail Project. How likely would you be to consider using Smart Tag if there was a discount offered? (Read answers.)

53%

Question asked of

those who do not currently use

Smart Tag.

Supporters Who Do Not

Currently Use Smart Tagn = 371

Non-supporters Who Do Not

Currently Use Smart Tag

n = 27

Note: Question added after survey had started in field. Thus, not all respondents were asked this question.


Key Finding: While both Smart Tag users and non-users support the new rail project, offering a discount / reduction of the toll increase could attract new Smart Tag users.

Strategic Implication:While this may have a negative impact on revenue collected, give strong consideration to positioning Smart Tag as an incentive to manage the potential critics – DTR users who are non-supporters.


Impact of Toll Increase on the Dulles Greenway


About Half Are Aware That Tolls on the Dulles Greenway Will Be Increased in

September

Weighted data

Question: Are you aware that the tolls on the Dulles Greenway will also be increased – by its private ownership – this September?

Don't know1%

Yes51%

No48%

Total Sample Who Use the

Dulles Greenwayn = 405


Raising Both DTR Tolls and Greenway Tolls Will Affect Usage of

DTR

1%

1%

20%

64%

10%

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

Much more often

Somewhat moreoften

About the same asbefore

Somewhat less often

Much less often

Weighted data

Question: How will knowing that both the Dulles Toll Road tolls and the Dulles Greenway tolls are being raised affect you or your household’s use of the Dulles Toll Road? (Read answers.)

30%A third will

use the DTR less

often

Total Sample Who Use the

Dulles Greenwayn = 405


Heavy DTR Users Say They Will Use the DTR Less When Both Tolls Are

Raised

1%

1%

71%

17%

8%

1%

1%

60%

22%

12%

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

Much more often

Somewhat moreoften

About the same asbefore

Somewhat less often

Much less often

Heavy DTR Users

Other DTR Users

Question: How will knowing that both the Dulles Toll Road tolls and the Dulles Greenway tolls are being raised affect you or your household’s use of the Dulles Toll Road? (Read answers.)

One-third of Heavy Users will use the

DTR less

34%

Heavy DTR Users Who

Also Use the Dulles

Greenwayn = 239

Other DTR Users Who

Also Use the Dulles

Greenwayn = 179


Key Finding:The toll increase on the Greenway, in conjunction with the planned increase of the toll on the DTR, may lead to decreased usage of the DTR.

Strategic Implication:Careful consideration should be given to the timing of the Greenway and DTR toll increases. Modeling should include possible revenue impact.


Knowledge About The Project


A Majority of Supporters and Non-Supporters Say They Do Not Know When Construction Will

Begin

66%

0%

5%

9%

20%

0%

55%

2%

4%

11%

22%

6%

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

Don't know

More than 10 yearsfrom now

7-10 years from now

4-6 years from now

2-3 years from now

Within next 12months

Supporters

Non-supporters

Weighted data

Question: Do you know when actual construction of the new Dulles Rail Project will begin? Will it begin … (Read answers.)

Supportersn = 1,086

Non-supporters

n = 76


Supporters and Non-Supporters Either Believe the Project Will Be Built in Phases or Say They

Don’t Know About the Planned Schedule

42%

2%

56%

32%

3%

65%

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

Don't know

Built all at sametime

Built in phases

Supporters

Non-supporters

Weighted data

Question: Do you know if the Dulles Rail Project will be built in phases or built all at the same time?

Supportersn = 1,086

Non-supporters

n = 76


Neither Supporters nor Non-Supporters Know When the New Rail Is Scheduled to Begin

Service

64%

3%

7%

17%

7%

1%

55%

4%

13%

20%

8%

0%

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

Don't know


7-10 years from now

4-6 years from now

2-3 years from now

Within the next 12months

Supporters

Non-supporters

Question: Do you know when the Dulles Rail Project is scheduled to open or begin service? Will it open … (Read answers.)

Supportersn = 1,086

Non-supporters

n = 76


Supporters and Non-supporters Are About Equally Likely to Know Where the New Station Stops Will Be Located

5%

53%

42%

5%

59%

36%

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

Don't know

No

Yes

Supporters

Non-supporters

Weighted data

Question: Do you know where the new Metrorail station stops will be located?

Supportersn = 1,086

Non-supporters

n = 76


Those Who Will Be Impacted by the Construction Are More Likely to Know Where

the New Station Stops Will Be Located

5%

69%

25%

6%

52%

41%

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

Don't know

No

Yes




Construction Zone

n = 400



Information Needs


Commuters Want More Information About the Project

3%

12%

7%

8%

14%

26%

19%

11%

1%

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

Nothing

Very little

Much less than what you have needed

Somewhat less than what you have needed

Less than what you have needed

Some of what you have needed

Most of what you have needed

All that you have needed

More than what you have needed

Weighted data

Question: How would you describe the level of information you and your household have seen regarding the Dulles Rail Project? Would you say you have seen…(Read answers.)

44% of commuters

have received less

information than they wanted.

Total Sample

n =1,200


Both Supporters and Non-supporters Want More

Information

4%

19%

18%

5%

9%

10%

16%

17%

2%

3%

11%

6%

8%

14%

28%

20%

10%

1%

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

Nothing

Very little

Much less than what you have needed

Somewhat less than what you have needed

Less than what you have needed

Some of what you have needed

Most of what you have needed

All that you have needed

More than what you have needed

Supporters

Non-supporters

Weighted data

Question: How would you describe the level of information you and your household have seen regarding the Dulles Rail Project? Would you say you have seen…(Read answers.)

40% of Supporters and

53% of Non-supporters have

received less information than

wanted.

Supportersn = 1,086

Non-supporters

n = 76


A Quarter Want to Be on E-mail List – Both Supporters and Non-Supporters

3%

71%

25%

1%

76%

23%

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

Don't know

No

Yes

Supporters

Non-supporters

Weighted dataQuestion: Would you like to be on our e-mail list and receive more information regarding development of the Dulles Toll Road Project?

Supporters With Home Computers

n = 951

Non-supporters With Home Computers

n = 65


One-third Are Interested in Participating in Future Research

2%

65%

33%

2%

66%

32%

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

Don't know

No

Yes

Supporters

Non-supporters

Weighted data

Question: Would you be interested in participating in future focus groups, telephone interviews, or Internet surveys regarding the development and construction of the Dulles Rail Project or other transportation projects?

Supportersn = 1,086

Non-supporters

N = 76


We Have a Panel of Interested Residents

Want to be on e-mail list 249

Want to participate in future research 384

Some overlap in the 2 groups -179

Total potential panel respondents 454

Note: Values posted are actual frequencies totaled from research interviews.


Residents Would Welcome Information from a Variety of Sources – Including

Newspaper, TV, the Internet, and Radio

27%

27%

55%

51%

61%

58%

88%

21%

24%

50%

61%

64%

69%

88%

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

Public meetings

Regular e-mails

Mail

Radio

Internet

TV

Newspaper


Weighted data

Question: How do you like to be kept informed on matters regarding the Dulles Rail Project? (Read answers.)

Supportersn = 1,086

Non-supporters

n = 76


They Prefer to Voice Their Opinions Via the Internet

6%

1%

6%

7%

15%

19%

45%

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

Don't know

Other

At public meetings

By telephone

Through local elected officials

Through the mail

On the Internet

Weighted data

Question: Through which one means of communication would you prefer to voice your opinions about the Dulles Rail Project? Would it be…(Read answers.)



Both Supporters and Non-Supporters Prefer to Speak Via the

Internet

6%

11%

14%

19%

42%

7%

6%

15%

19%

46%

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

Telephone

Public meetings

Through electedofficials

Mail

Internet

Supporters

Non-supporters

Weighted data

Question: Through which one means of communication would you prefer to voice your opinions about the Dulles Rail Project? (Read answers.)

Supportersn = 1,086

Non-supporters

n = 76


Nearly 9 Out of 10 Have a Home Computer With Internet Access

Weighted data

Question: Do you have a home computer with Internet access that you use on a regular basis?

1%

13%

86%

1%

12%

88%

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

Don't know

No

Yes

Supporters

Non-supporters

Supportersn = 1,086

Non-supporters

n = 76


The Washington Post Is the Newspaper Read Most Frequently on

a Regular Basis

Weighted data

Question: What newspapers, by name, do you read on a regular basis?

6%

11%

10%

16%

4%

18%

80%

13%

4%

5%

9%

12%

84%

3%

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

Some other paper

Wall Street J ournal

New York Times

One of the connection newspapers

Northern VA J ournal

The Washington Times

The Washington Post

Supporters

Non-supporters

Supportersn = 1,086

Non-supporters

n = 76


WTOP Is Listened to Most Regularly

Weighted data

Question: What radio stations do you listen to on a regular basis?

0%

8%

7%

4%

11%

19%

6%

18%

13%

7%

7%

8%

10%

10%

13%

13%

16%

10%

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

WASH 89.3

WROX 107.7

WMZQ 106.7

WETA 96.3

WGMS 98.7

WMAL 105.9

WAMU 88.5

WTOP AM 630

WTOP FM 1120

Supporters

Non-supporters

Non-supporters also listen to WMAL.

Supportersn = 1,086

Non-supporters

n = 76


News Is the Most Popular Type of Television Programming

24%

21%

4%

10%

11%

16%

18%

38%

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

Nothing/don't have television/cable

Specific channel

Music

Entertainment

Movies

Sports

Education

News

Weighted data

Question: Which programs or types of programs do you watch most frequently on cable TV? (TAKE STATION NAME/NUMBER AND/OR PROGRAMMING TYPE.)



Key Finding:Residents rely on a variety of media for information, including newspapers, television, the Internet and radio. The Internet offers a particularly robust opportunity for communication: two-thirds would welcome information via the Internet, and nearly one-half want to voice their opinions via the Internet. Nearly 9 out of 10 have the Internet at home.

Strategic Implication:Adopt a layered media approach to communications to take advantage of the multiple information sources used by the audience. The Internet should be a major part of that communication mix. Include a major project Web site, online news bulletins, outbound e-mails, etc. Include the website on all communication materials. Explore new and dynamic ways of using the Internet, particularly to enhance or develop a “personal” perspective or experience.


Review of Strategic Implications


Strategic Implications

• Take advantage of the broad base of support that already exists for the rail project: Position Rail Project (and related tolls) as good for everyone.

• Develop communications that help residents relate to the new rail on a personal level by envisioning how they would use the train. Explore the use of emotion to create this personal link.

• Develop communications that recognize the accepted belief that the project will reduce traffic congestion – but don’t over promise on this potential benefit.


Strategic Implications (con’t)

• Launch communication campaign to build awareness before the toll increase to build support or acceptance for the increase.

• Develop communications that emphasize the personal benefit of the project – using the train – to grow acceptance for the toll increase.

• Build on the positive perceptions that already exist rather than trying to overcome less prevalent negatives.

• Communicate beyond minimum requirements to grow understanding and support for the project.



• Overcome concerns about the impact of the construction by showing unassailable facts about how the construction will be managed.

• Develop a layered approach to communication to take advantage of residents’ reliance on multiple sources of information. Emphasize the use of the Internet in this exceptionally high “wired” corridor and make the project Web site prominent in the communication campaign.



• Consider offering Smart Tag as an incentive.

• Give careful consideration to the timing of the Greenway and DTR toll increases. Modeling should include possible revenue impact.

• A voluntary “panel” of corridor residents interested in future research already exists. Take advantage of their willingness to help by using them as a “sounding board” and to solicit response to potential message ideas.


Appendix


Decreased Traffic Congestion Is Major Perceived “Benefit”

3%

3%

4%

9%

16%

10%

27%

6%

9%

12%

15%

21%

23%

56%

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

Save money

Less time commuting

Environmental benefits

Easier access to airport


Convenience


Supporters

Non-supporters

Question: What would you say are the major benefits of having Metrorail service extended from East Falls Church out to Dulles Airport and into Loudon County?

Both Supporters and Non-supporters believe the new rail service will

decrease traffic congestion – But Non-

supporters are less likely to see this

benefit.


Reducing Traffic Congestion Is Also the Primary Perceived Long-term Positive Impact

3%

1%

6%

4%

8%

6%

7%

9%

8%

29%

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

Business growth

More transportationoptions

Increase propertyvalue

More convenienttransportation


Supporters

Non-supporters

Question: Why do you say that (it will have a positive impact)?


Those in the Construction Zone Are More Likely To Believe the New Service Will Provide a Transportation

Option. Those Not in the Construction Zone More Often Think of the Rail as Transportation to the

Airport.

5%

9%

21%

9%

24%

4%

10%

10%

22%

25%

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



Easier commuteto airport







Those Who Believe the Project Will have a Positive Impact on the Immediate Area Where They Live Are More Likely to Be

Supporters

44%

2%

56%

98%

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

Negative impact

Positive impact

Supporters

Non-supporters



Supporters See Themselves Using the New Rail Service in a Variety of Ways -- Especially for Entertainment and

Trips to Airport

10%

21%

28%

29%

55%

57%

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

School or school activities

Visiting friends

Shopping trips

Work trips

Trips to airport

Entertainment destinations



Supporters and Non-supporters Are About Equally Split in Their Belief About Whether the

Construction Will Directly Impact Them or Their Household

5%

43%

52%

6%

45%

49%

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

Don't know

No

Yes

Supporters

Non-supporters

Question: Do you believe the construction of the Dulles Rail Project will directly impact you and the other members of your household during the construction?


Residents of Construction Zones Are Not More Concerned That the Construction

Will Interfere With Their Lives

20%

52%

17%

56%

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

Will not interferewith life

Will interferewith life

Corridor resident

Construction zone resident

Question: From what you know today, would you say the Dulles Rail project construction will…(Read answers.)


Heavy DTR Users Are More Likely to Believe the Construction Project Will

Interfere With Their Lives

19%

54%

14%

64%

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

Will not interferewith life

Will interferewith life

Heavy DTR UsersOther DTR Users

Question: From what you know today, would you say the Dulles Rail project construction will…(Read answers.)


While Both Heavy DTR Users and Less Frequent Users Believe the Major Benefit of the Rail Service Will Be Less

Traffic Congestion, Less Frequent DTR Users Are More Likely to View Airport Access as a Major Benefit

6%

7%

12%

19%

18%

20%

54%

4%

12%

9%

9%

24%

24%

52%

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

Save money

Less time commuting

Environmental benefits

Easier access to airport

A transportation option

Convenience


Heavy DTR Users

Other DTR Users

Question: What would you say are the major benefits of having Metrorail service extended from East Falls Church out to Dulles Airport and into Loudon County?


Those Who Believe the Rail Project Will Reduce Traffic Congestion Are

More Likely to Believe the Toll Increase Is Appropriate

61%

33%

27%

39%

67%

73%

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

Not at all reduce

Somewhat reduce

Significantlyreduce

Toll increase isappropriate

Toll increase isinappropriate



Those Who Believe the Project Will Have a Positive Impact on the Immediate Area Where They Live Are More Likely to Believe the Toll

Increase Is Appropriate

64%

30%

36%

70%

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

Negative impact

Positive impact

Toll Increase Is Appropriate

Toll Increase Is Inappropiate



SOV Commuters – Who May Pay the Toll More Frequently – Are More Likely to Think the Toll

Increase Is Inappropriate

16%

10%

40%

30%

20%

17%

37%

22%

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

Veryinappropriate


Somewhatappropriate

Very appropriate

SOV Commuters

Non-SOV Commuters



Those Who Believe the Toll Increase Is Inappropriate Are More Likely to Have

Attended Public Meetings

94%

6%

97%

3%

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

Have notattended public

meeting

Have attendedpublic meeting

Believe Toll IncreaseIs Appropriate

Believe Toll IncreaseIs Inappropriate



Public Meetings or Hearings Are the Most Common Types of Meetings

Attended

10%

8%

18%

63%

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

Don't know

Business meetings

Association meetings

Public meeting orhearing

Question: What specific meeting or type of meetings regarding the Dulles Rail Project have you attended?

29% of Non-supporters who have attended meetings

have attended association meetings


Proximity to a Metrorail Station Does Not Impact Support for the Dulles Rail

Project

6%

6%

8%

6%

10%

94%

94%

92%

94%

90%

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

Over 5 miles

About 5 miles

About 3-4 miles

About 1/2 to 2miles

Within walkingdistance


Question: How far will the closest new Metrorail station be from your house?

Support for the new

rail service is 90%-94% regardless of whether a Metrorail station is nearby


But, Those Who Live Close to a Metrorail Station Are More Likely to Plan to Use the New

Rail Service

33%

17%

17%

15%

7%

3%

67%

83%

83%

85%

93%

97%

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

Don't know

Over 5 miles

About 5 miles

About 3-4 miles

About 1/2 to 2 miles

Within walking distance

Likely to Use New Rail ServiceNot Likely to Use New Rail Service

Question: How far will the closest new Metrorail station be from your house?


Both Construction Zone Residents and Other Corridor Residents Say They Do Not Know When Construction

Will Begin

61%

1%

4%

8%

20%

5%

52%

2%

5%

13%

21%

7%

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

Don't know


7-10 years from now

4-6 years from now

2-3 years from now

Within next 12months



Question: Do you know when actual construction of the new Dulles Rail Project will begin? Will it begin … (Read answers.)


Construction Zone Residents Are More Likely to Know the Project Will Be Built in Phases

41%

3%

57%

31%

4%

65%

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

Don't know


Built in phases





Future Users of the New Rail Are More Likely to Know About Construction Plans for the Project

48%

3%

49%

28%

3%

69%

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

Don't know


Built in phases

Likely to Use New Rail Service

Not Likely to Use New Rail Service



Those Who Live in the Corridor But Outside the Construction Zones Are More Likely Not to Know When the New Service Will Begin

64%

5%

12%

13%

7%

1%

47%

4%

14%

25%

9%

0%

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

Don't know


7-10 years from now

4-6 years from now

2-3 years from now






Those Who Are Not Planning to Use the New Rail Service Do Not Know When It Is Scheduled

to Open

69%

4%

8%

14%

6%

0%

52%

4%

14%

21%

8%

1%

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

Don't know


7-10 years from now

4-6 years from now

2-3 years from now






Those Planning to Use the Service May Already Be Planning that Usage. They Are More Likely

to Know the Location of New Stops

8%

68%

24%

5%

55%

40%

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

Don't know

No

Yes




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