1. Green Coach Certification (GCC) Research Initiative UTC Signature Project 3 Sustainable Transportation for Tourism Presented by Lisa C. Chase Vermont Tourism Data Center and University of Vermont Extension March 16, 2010, 3:30pm

2. Sustainable Transportation Transportation has been the highest end-sector emitter of CO 2 since 1999 (U.S. DOE) Need new approaches to increase sustainability of travel One approach: focus on mass transit

3. Motorcoach Travel Can exceed 300 to 500 passenger mpg and remove 55 to 80 private vehicles from roads per bus, if filled to capacity. Carried approximately 750 million passengers in 2007.

4. Eco-Labeling Eco-labels provide more complete information, can provoke environmental consideration in an immediate decision and create better environmental practices through competition.

5. Project Objectives Assessing the impacts of a pilot green certification program on the attitudes and behaviors of motorcoach operators. Studying the impacts of a pilot green certification program on consumer interest and demand for motorcoach travel.

6. Key Accomplishments 1.GCC pilot program began May 2009 2.Motorcoach operator survey 3.GCC participant survey 4.Tour operator survey 5.Adoption of environmental best practices

7. GCC Pilot Program ISEAL Standard Setting Process B-1 Identify Potential Stakeholders B-2 Make Stakeholders Aware of Process A-1 Define Clear Objectives A-2 Define Structure and Process A-3 Build a Technical Committee C-1 Draft Standards D1 Field Testing B-3 Consultation on Draft Standards C-2 Revise the Standards E-1 Publication of the Standards Stakeholders Source: International Social and Environmental Accreditation and Labeling Alliance

8. GCC Pilot Program Certification Criteria 1.Meeting or exceeding the industry average of 148 passenger miles per gallon. 2.Running an EPA 2007 compliant engine. 3.Running an EPA 2010 compliant engine. 4.Offsetting carbon emissions by 80 percent through an endorsed carbon-trading program. 5.Running on an alternative fuel such as a blend of biodiesel. 6.Having a strict, documented, and verifiable energy conservation and recycling program. 7.Incorporating other emerging environmental technologies as prescribed by the GCC.

9. GCC Pilot Program

10. Current Status 20 participating companies 813 motorcoaches currently certified…and counting… 2,300 motorcoaches likely to be certified representing 8% of motorcoaches operating in U.S.

11. Participating Companies Anderson Coach Lines Archway Bristol Tours Brown Coach Calco Travel Capital Bus Lines Coach USA/Megabus Dattco Escot Hammond Transportation Services Hampton-Jitney Hotard Coaches Lamoille Valley Transportation MTR Western Paradise Trailways Peter Pan Plymouth and Brockton Premier Coach Lines Riteway Bus Lines Royal Celebrity Coach Lines

12. GCC Pilot Program

15. Motorcoach Operator and GCC Participant Surveys Research Methods Internet survey administered to North American motorcoach company operators during summer 2009 Members of American Bus Association (ABA) and/or United Motorcoach Association (UMA) GCC Participant survey administered separately

16. Motorcoach Operator and GCC Participant Surveys Results 204 respondents in general survey Follow up telephone interviews –75% did not recall receiving messages about survey –Non-respondents did not differ from respondents in awareness of, and interest in, green certification or use of green marketing 21 respondents in participant survey

17. Motorcoach Operator and GCC Participant Surveys Results GCC Participant Would Consider Participating Would NOT Consider Participating Number of Respondents2115736 Fulltime Employees*7484 Miles per Year* a 1,651355120 *Median values a In thousands

18. Environmental Knowledge GCC Participant Would Consider Participating Would NOT Consider ParticipatingFP EPA Engines4.193.18 a 2.75 a 8.5070.000 Carbon Footprint 2.24 a 1.84 a 1.286.8240.001 Anti-Idling4.524.043.676.6270.002 Carbon Offsets2.191.59 a 1.43 a 4.4550.013 Biodiesel3.47 a 2.80 a b 2.60 b 3.1790.044 Ultra Low Sulfur Diesel 2.33 a 2.03 a 1.86 a 0.9880.374

19. Environmental Knowledge

20. Environmental Attitudes GCC Participant Would Consider Participating Would NOT Consider ParticipatingFP Green Certification 2.051.21-0.3338.5510.000 EPA Engines1.050.05-0.6711.8390.000 Anti-Idling2.221.500.6510.9710.000 Carbon0.530.00-0.5710.3030.000 Passenger MPG1.580.900.339.7230.000 Recycling0.83 a 0.41 a -0.609.0930.000 Biodiesel0.43 ab 0.43 a -0.13 b 4.2140.016

21. Environmental Attitudes

22. Environmental Behaviors GCC Participant (Current) GCC Participant (Before Participation) Would Consider Participating Would NOT Consider Participating Green Marketing95.2%71.4%32.7%16.7% Recycle at HQ81.0%66.7%70.9%48.5% Environmental Policy 57.2%33.3%27.6%21.2% Recycle on Buses47.6%33.3%50.3%38.9% Carbon Footprint23.8% 7.6%2.8% Carbon Offsets10.5% 5.2%2.9%

23. Environmental Behaviors

25. Tour Operator Survey Methods An Internet survey was administered to North American Tour Operators that are members of the American Bus Association. During the summer of 2009, messages were sent using Survey Monkey to each operator with 5 follow-up e-mails to non-respondents. Non-respondent phone calls were made at the end of the survey period.

26. Tour Operator Survey Results Response rate of 33% (72 out of 228). Majority had a company size of 10 full time employees or less, with an adjusted average of 6.4 employees. 96% reported booking multi-day trips. 97% book trips for groups larger than 31 people.

27. Most Important Factors in Transportation Choice

28. Level of Importance of Environmental Practices

29. Current Environmental Behaviors 87% of respondents engage in one or more environmentally friendly behaviors.

30. Tour operators’ willingness to pay

31. Mean importance of environmental practices Significance Not Willing to Pay More2.94 0.05 Willing to Pay More3.47 Number of environmental behaviors Significance Willingness to PayChi-square = 4.890.18

32. Outreach and Publications 1.Research Presentations 2.GCC Outreach Materials 3.Press Coverage

33. Research Presentations Transportation Research Forum, March 2010 Transportation Research Board, January 2010 Behavior Energy and Climate Change Conference, November 2009 National Extension Tourism Conference, June 2009 Vermont Travel Industry Conference, April 2009

34. Outreach Efforts Site visits to 14 motorcoach operators so far Presentations for International Motorcoach Group, New England Bus Association, American Bus Association, and United Motorcoach Association Weekly communication with organizations and operators

35. GCC Outreach Materials Fact Sheets --Motorcoach Operator Survey --Tour Operator Survey --Biodiesel --Participant Comparison Program Packet for Field Test Participants

36. Press Coverage Clean Cities Coalition Newsletter Articles NECN coverage at Quinnipiac University Trade Magazines (i.e., Bus and Motorcoach News, Destinations, Bus Ride) Providence Journal A number of online news services/journals

37. Budget Opportunities to expand research/budget are being explored (e.g., ABA Foundation; companies such as Academy Coach Lines and Massport; Clean Cities Program) Additional match could be available

38. Vision for the Future Development of Green Coach research phase II Pilot program becomes permanent, serving as the foundation for a certification program for the passenger transportation sector