Playa Vista Ability2Change Webinar

Transcription

1 Playa Vista Ability2Change Webinar Aaron Gaul Director UrbanTrans North America Hi, I m Aaron. I m a transportation nerd. 1

2 PROJECT CONTEXT Playa Vista Community Overview 5,100+ employees 49% growth in 2015, 44% growth in % work in tech/media/advertising Silicon Beach 2

3 Los Angeles Department of Transportation Required Development to: to ensure Afternoon Peak Period Trip Cap to develop a Transportation Master Plan to establish and manage a well-rounded Transportation Demand Management program to provide subsidized transit passes. to leverage regional evaluation framework 3

4 Program Funding SOURCE: Existing funding provided by Master Owners. TDM programs are fully subsidized to employers and employees. FORECAST: Slight increases in funding associated to employer growth. Funding sticks for mitigation ensure longevity. Program produces ROI that allows it to be showcased as a true tenant amenity. 4

5 Program Staffing Conception to Growth: 2014: Program launches with ¾ Full-time Equivalent. 2017: Program provides 1 Full-time Equivalent to address associated audience growth. Compass Services (free to all tenants) Relocation & New Employee Services to ease the new commute for your employees SCAQMD Rule 2202 reporting and surveying Online, mobile-friendly commuter platform compass.playavista.com complete with carpool matching, trip routing, and other innovative features Tailored employer transportation programming: Not a one-size-fits-all approach Incentives & Prizes for Compass program participants Free shuttle equipped with real-time technology connecting Campus, Runway, and Water's Edge Emergency Ride Home (free Uber, Lyft, Taxi rides) for clean commuters when any emergency arises Workshops and Information Sessions on the latest and greatest in transportation 5

6 DATA RULES THE WORLD (and this project) Interventions & Evaluations 6

7 REQUIRED: Annual Gate Counts and Survey 60%+ Response Rate Approved Survey Instrument Average Vehicle Ridership Metric 7

8 Survey Instrument Survey Instrument 8

9 What do we capture? Name of employee Contact info ( /phone) Name of Playa Vista employer Home Zip Time & Mode: AM and PM (five days) Invest in Good Data Property Managers & Employer Contacts Luncheons 6 Employer Targeted Outreach Sessions Incentives Participating Employers: 85% 2016 Response Rate: 73% 2015 Response Rate: 66.5% 9

10 Survey Incentives Employer Incentives to Employer Contact if response rate is >65% Employees Small & Large random prizes during survey week Survie Awards Worksite prizes if >5% participation Survey Outreach 10

11 Ability2Change Focus on Ability. Focus on Change. Ability2Change 11

12 Ability2Change Match the right mode. With the right person. At the right time. 12

13 % live 3 miles or less from work 34% live 4-10 miles from work 44% live 11 to 20 miles from work 9% live 20+ miles from work % live 3 miles or less from work 39.7% live 4-10 miles from work 16.5% live 11 to 20 miles from work 15.8% live 20+ miles from work 13

14 6.8% Increase in Long Distance Commuters Living 20+ miles 15% Increase in Short Distance Commuters: Living within 3 miles 14

15 Ability2Change Modal Campaigns Transit Carpooling/ Vanpooling Biking Walking Off Peak Ability2Change Methodology Existing Programs/ Past Programs Abilities Required for Commute Applicable Infrastructure in LA Barriers to Behavior Suitable Incentives Try-it Tipping Point Incentive Lasting Behavior Change Incentive Ideal Conditions/ Season for Behavior Messaging & Campaign Ideas Assets Needed Relevant # of Commuters, Target Number or Percent Modal Evaluation & Current Conditions Behavior Change Assessment Marketing Design & Plan Goals & Evaluation 15

16 Infrastructure Barriers Benefits Commitment Ability2Change Methodology 16

17 Transit: Ability2Change Current SOV drivers living within ½ mile of a 1 transfer transit ride. 17

18 TRANSIT BARRIER REMOVAL: Choice Confusion and Exhaustion: Over 24 municipal transit agencies in LA County Showcase convenient and realistic behaviors only Fear of Behavior or Result: Being stranded or missing your bus Not knowing how to ride the bus Functionality: TAP Card is relatively new in LA County 18

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21 Lessons Learned (& Learning!) Initial TAP card recipients had faulting cards Collection and redistribution issues Using maps and software to our advantage Certain zip codes pulled that do not make sense Reject option- tell us why and where you live RESULTS: underway, but roughly 24% segment. Rideshare: Ability2Change Current SOV drivers living specific locations not served by other options and priority to those served by HOV and park/ride facilities. 21

22 RIDESHARE BARRIER REMOVAL: One-Stop Shop: Consolidation of information many employers offered internal programs due to regional policies, however by consolidating their ridematch systems into a single platform a vital critical mass was created to provide newfound ability. Fear of Behavior and Results: Emergency Ride Home program removes fear of being stranded. Incentives to take baby-steps in the process. Allows ask to commit to trying, not to committing long-term. Visualize the Benefits: Promote video footage from vehicle in HOV lanes buzzing by singleoccupant-vehicle standstill traffic 22

23 The Incentives: Join Us: Get $5 when you create a new account with Compass Post Up: When you post your carpool, you'll receive $15 Meet & Greet: Receive a $5 Starbucks gift card when you message a carpooler through Compass. We recommend using it to meet for coffee to discuss your first carpool trip. Fast Lanes: Compass will give each carpool formed a FastTrack transponder to utilize the HOV lanes or $35 gas card. Rake 'Em In: Log your new carpool trips to win big prizes. Each carpool trip logged is a lottery ticket for $1,000 in gift cards. 23

24 Lessons Learned Change campaign date: Reliance on old data Old users on the site periodic clean ups necessary Tips on forming a carpool Monitor technology Results: 27% of segment participated 20 new carpools FORMED next year 24

25 Bike: Ability2Change Current SOV drivers by the Strand, Ballona Creek, & Beach Path BIKE BARRIER REMOVAL Good Infrastructure: Understand cycling experience from commuters Highlight nearby bike friendly streets and routes Literal Product Availability: Bike Loaner Program Fear of Behavior: Educational classes, tips, and proper equipment Comfort and hygiene Building community among cyclists and newbies 25

26 Sunlight necessary Better connections from bikeways to Playa Vista Importance of shower access/ cleanliness Bicycle Ambassadors 26

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28 Lessons Learned Focus Groups: Positive response to mapping Education Classes: Lunch-time format Loaner Program: Bike Shop Partners took longer than expected to get program off the ground Details to Registration Process not upfront Pit Stop: Location location location Results: 22% of segment participated! Next year goal: 31% participation 28

29 Program Resource Allocations Evaluation Incentives 1% Evaluation Labor 12% Intervention Incentives 21% Intervention Labor 66% Average Vehicle Ridership Peak PM Period (1.5 Goal) 29

30 PM Peak: Mode Split LADOT Parcels % 67.9% 65.7% 3.4% 2.6% 2.4% 7% 2.2% 1.4% 3.5% 4.5% 2.9% 0.5% 1.8% 0.9% 2.0% 1.7% 0.6% 0.7% 0.8% 0.4% 8.5% 9.5% 8.3% 3.5% 6.4% 5.7% 2.2% 3.5% 2.1% 4.6% % Bicycle ZEV Bus Rail/Plane Walk Drive Alone Motorcycle Carpool Telecommute Non-commute Day Off Thanks for listening. Let s chat! Aaron Gaul, Director UrbanTrans North America GaulA@UrbanTrans.com 30