1. 1 HOV Attitudinal Research Among Hampton Roads Commuters Sponsored by Conducted by THE MARKETING SOURCE, INC August 2002

2. 2 The Hampton Roads HOV Lane System

3. 3 Peninsula HOV lanes Southside HOV lanes

4. 4 Non-Barriered Diamond Lane Peninsula HOV Lanes (I-64) Southside HOV Lanes (I-264)

5. 5 Reversible lanes, Barrier-separated Southside HOV Lanes (I-64)

6. 6 HOV Attitudinal Research among Hampton Roads Commuters

7. 7 Study Objectives  Determine attitudes and perceptions of Hampton Roads residents regarding…  Ridesharing  HOV lanes (in general)  Identify how area residents feel about area HOV lanes.  Awareness/usage  Support  Willingness to use

8. 8 Study Components Peninsula Southside

9. 9 Methodology: Initial Studies PeninsulaSouthside Survey population (Corridor emphasis) Mostly Hampton and Newport News Virginia Beach, Norfolk, Suffolk, Chesapeake, Portsmouth Data collectionPhone Number of surveys405313 (I-64) 302 (I-264) Data collectedNov. – Dec. 2001 (Before HOV lane opening) March – April 2002 Margin of Error+/- 4.9+/- 4.0 area +/- 5.7 corridor

10. 10 Who participated?

11. 11 Criteria for participation  Commuters who travel on an HOV corridor (I-64 or I-264):  at least 3 times per week.  for 2 or more exits.  during restricted times (6:00 – 8:00 a.m. or 4:00 – 6:00 p.m.)  travel in the direction of the HOV lanes (for barrier separated lanes)

12. 12 Geographic Location Portsmouth Chesapeake

13. 13 Demographic Profile PeninsulaSouthside Gender 50% male 50% female 48% male 52% female Average age42 years40 years Avg. HH income$57,083$66,222 Employed full-time75%84% Length of residency20 years18 years

14. 14 Results  The Commute  Attitudes Toward Ridesharing  Attitudes Toward HOV Lanes Support Willingness To Use  Peninsula Follow Up Study

15. 15 The Commute

16. 16 For most, the commute is work-related.

17. 17 Average Distance and Commute Times PeninsulaSouthside Distance traveled (1-way) 20 miles Distance traveled on HOV Corridor 16 miles15 miles Average morning commute time 26 minutes29 minutes Average evening commute time 28 minutes31 minutes

18. 18 Common Origin/Destination Points Peninsula Origin Hampton Newport News Elsewhere on Peninsula Southside Hampton 36% 34% 10% 20% Newport News 34311816 Destination

19. 19 On the Peninsula, eastbound and westbound travel is nearly the same for morning and evening commutes.

20. 20 Common Origin/Destination Points Southside Origin ChesapeakeNorfolk Virginia Beach Other Southside Peninsula Chesapeake 24% 39% 19% 13% 5% Norfolk1139241015 Virginia Beach 124429 7 8 Destination 12% travel to Naval Station Norfolk.

21. 21 The vast majority of Hampton Roads commuters drive alone.

22. 22 2000 TRAFFIX Benchmark 91% SOV 1987 VA Beach Study 88% SOV 2001 Peninsula HOV Study 95% SOV How does this compare to other studies? 2002 Southside HOV Study 92% SOV

23. 23 Factors That Influence Mode Choice

24. 24 Travel time and costs continue to be the most important factors in mode choice. * Only those employed responded.

25. 25 Many need their car for childcare needs or errands.

26. 26 Motives to Rideshare

27. 27 Peninsula 41% Southside 38% Have shared a ride (anywhere) to use HOV lanes during restricted times.

28. 28 Compared to SOV drivers, alternate mode users* are more likely to…  be female (67%).  earn under $50,000 annually.  not have vehicles (10%).  support HOV lanes.  work in Norfolk (parking issues).  feel comfortable knowing where to enter and exit the HOV lanes.  not need a car during the day for personal errands or work related travel. * Caution, low sample

29. 29 Top reasons that alternate mode users choose to rideshare. Reason Peninsula (prior to HOV lane opening) Southside Lower commute costs 82% 73% Save time3262 Avoid traffic congestion 7361 Less stressful5048 To have companionship 4153 Decrease air pollution 4142

30. 30 What would motivate SOV drivers to consider ridesharing? Improve their commute Save time3028 Avoid having to find parking2421 Avoid traffic congestion2428 Lower commute costs2019 Use preferential parking2121 Have less stress2023 Have companionship1715 Help the environment Likelihood of ridesharing 1-2 times per week if you could… (% who said “very or somewhat likely”) Factor Peninsula Southside Decrease air pollution34%37% Decrease water pollutionN/A32

31. 31 Attitudes toward HOV Lanes

32. 32 Peninsula Prior to HOV Lane Opening Southside I agree that… HOV Lanes relieve traffic congestion by reducing the overall number of vehicles on the roads. 77% 70% Regional Benefits 74% 82% Even if I can ’ t use the HOV lanes, I think that ride- sharing reduces overall traffic congestion for everyone.

33. 33 Peninsula Prior to HOV Lane Opening Southside I agree that … HOV Lanes move more people in fewer vehicles. 73% 76% Regional Benefits 66% 77% HOV lanes help to improve air quality by decreasing the number of vehicles on the road.

34. 34 Peninsula Prior to HOV Lane Opening Southside I agree that … By building the HOV system, the state is helping to provide some long-term solutions to Hampton Roads transportation problems. N/A 72% Regional Benefits

35. 35 Peninsula Prior to HOV Lane Opening Southside I agree that … Ridesharing helps lower transportation costs significantly for the participants. 79% 85% Individual Benefits 59% 76% People who use HOV lanes get to their destinations more quickly than those who use the other lanes. HOV lanes are safer to travel in than the regular lanes. 47% 54%

36. 36 Over half (60% Peninsula; 56% Southside) feel that HOV lanes do not save enough time to justify ridesharing. However…

37. 37 Usage of HOV Lanes (Southside)

38. 38 Frequency of using HOV lanes.  78% of those who use the lanes at least once a week are SOV drivers. Southside Study

39. 39 68% have access to HOV lanes 69% say HOV lanes are convenient Among Southside I-64 commuters… 46% say HOV lanes are accessible and convenient Southside Study

40. 40 Half (51%) of Southside alternate mode users rate enforcement of HOV lanes favorably. Southside Study

41. 41 Support for HOV Lanes

42. 42 Overall, commuters are in favor of local HOV lanes. Attitude toward HOV Lanes I-64 Peninsula I-64 Southside I-264 In favor 62% 63% 61% Neutral or Unsure 281925 Not in favor101814 In 1991, 54% were “in favor” of local HOV lanes.

43. 43 Those in favor of HOV lanes are more likely to…  be more knowledgeable about HOV lanes and park and ride lot locations.  have convenient access to HOV lanes  believe that HOV lanes are beneficial. Lower costs, save time, and reduce traffic congestion  be more price-sensitive (cost of commuting).  have annual household incomes under $50,000.  have past rideshare experience or are current alternate mode users.

44. 44 Those not in favor of HOV lanes are more likely to…  be 45-65 years old.  hold professional, managerial, or administrative positions.  have no previous rideshare experience.  lack information about: park and ride lot locations. how to enter/exit HOV lanes.  do not see HOV lanes as a long term solution to traffic congestion.  are not likely to share a ride to work under any circumstance.

45. 45 Attitudes about HOV lanes. HOV Lanes… Favor HOV Neutral/ Undecided Not Favor HOV Relieve traffic congestion 85% 65% 30% Lower costs888263 Move more people 846944 Improve air quality 807143 Are safer564635 Reduce travel time 766548

46. 46 Most support HOV lanes on the main roads they travel. Peninsula (pre-opening) Southside 77% Support 81%

47. 47 Willingness to Use HOV Lanes

48. 48 Likelihood that SOV commuters will rideshare to use HOV lanes.

49. 49 Find someone to ride with 24% Gasoline prices become much more expensive 20% Traffic congestion becomes much worse 23% Longer commute 19% Transit/vanpool subsidies 17% Express Bus service 16% Convenient Park & Ride lots 17% More limited parking 16% What would have to happen for you to share a ride and use the HOV lanes? Southside Study

50. 50 SOV drivers interested in ridesharing are likely to…  be female.  earn under $50,000 annually.  have previous rideshare experience.  be in favor of HOV lanes.  be motivated to rideshare most by: higher gasoline prices increased traffic congestion finding a companion

51. 51 Carpools have the most appeal among SOV commuters who are interested in ridesharing.

52. 52 Park and Ride Lots

53. 53 Overall, about half of Peninsula (47%) and Southside (58%) commuters agree that there was not an adequate number of commuter park-n-ride lots in the area for car and vanpoolers to park.

54. 54 Over half of the commuters indicated that a Park and Ride lot or commuter parking lot was not convenient to them.

55. 55 Peninsula HOV Lanes Follow-Up Study

56. 56 Methodology Initial StudyFollow-Up Study Survey populationCommuters who travel I-64 on Peninsula Those who agreed to participate in future research Data collectionPhone Number of surveys405150 Data collectedNov. – Dec. 2001 (Before HOV lane opening) May 2002 Margin of Error+/- 4.9+/-6.2

57. 57 Awareness and familiarity of HOV Lanes. Initial Study Follow-up Study Aware of HOV Lanes 70% 87% Aware of HOV Restrictions N/A93 Aware that all vehicles could use lanes during non-restricted hours N/A91 Peninsula Follow-Up Study

58. 58 60% of those interviewed had traveled at least once on the HOV lanes during the restricted times. Since the lanes opened in mid-December 75% had traveled on the lanes during non-restricted times. Peninsula Follow-Up Study 3% have switched from driving alone to carpools.

59. 59 Reaction to the lanes has polarized. Peninsula Follow-Up Study

60. 60 Peninsula Initial Study Peninsula Follow- Up Study I agree that… Regional Benefits Peninsula Follow-Up Study HOV Lanes relieve traffic congestion by reducing the overall number of vehicles on the roads. 77% 69% 74% 64% Even if I can ’ t use the HOV lanes, I think that ride- sharing reduces overall traffic congestion for everyone.

61. 61 I agree that … Regional Benefits Peninsula Initial Study Peninsula Follow-Up Study HOV Lanes move more people in fewer vehicles. 73% 68% 66% 74% HOV lanes help to improve air quality by decreasing the number of vehicles on the road. Peninsula Follow-Up Study

62. 62 Peninsula Initial Study Peninsula Follow- Up Study I agree that … Regional Benefits N/A 49% HOV lanes help to decrease water pollution. 66% 77% HOV lanes help to decrease air pollution. Peninsula Follow-Up Study

63. 63 Peninsula Initial Study Peninsula Follow- Up Study I agree that … Individual Benefits HOV lanes are safer to travel in than the regular lanes. 47% 59% 69% People who use HOV lanes get to their destinations more quickly than those who use the other lanes. Ridesharing helps lower transportation costs significantly for the participants. 79% 81% Peninsula Follow-Up Study

64. 64 Likelihood that SOV commuters will rideshare to use HOV lanes. Likelihood Initial Study Follow-up Study Difference Very likely 7% 5%-2 Somewhat likely 159-6 Not very likely5160+9 Not at all likely 2726 Peninsula Follow-Up Study

65. 65 Carpools rise in appeal as alternate mode. *Caution: Low base Peninsula Follow-Up Study

66. 66 Key Findings (All Studies)

67. 67 Key Findings Commuting and Ridesharing  Many need their vehicle for childcare needs or errands (particularly in Southside).  Decreasing air pollution is a key motivator to rideshare.  Over a third of commuters have shared a ride to use the HOV lanes (anywhere).  SOV commuters appear to use the lanes during restricted hours along all HOV corridors.  Over half thought that a Park and Ride lot was not convenient to them.

68. 68 Key Findings HOV Lanes  Commuters are aware of the lanes and know how to use them.  Most commuters are in favor of HOV lanes and support the lanes on the roads they travel.  Most agree that HOV lanes…  Relieve congestion by reducing the number of vehicles on the road  Reduce overall traffic congestion for everyone  Move more people in fewer vehicles  However, many think that the time savings are too insignificant to bother ridesharing.  The barrier-separated I-64 HOV lanes are not accessible and convenient to more than half of the road’s users.

69. 69 Key Findings Identifying the Target Audience  Alternate mode users (both current and potential) tend to be women, earning under $50,000, who support the HOV lanes, and know how to use them.  Among the target audience, carpooling is the preferred alternate mode. Market Differences  Peninsula and Southside commuters share similar factors:  commute distance  mode split  attitudes about ridesharing  opinion about HOV lanes  Willingness to rideshare is similar. Peninsula Follow Up Study  Support for the HOV lanes has held.

70. 70 Recommendations

71. 71 Communicate the same message to the Peninsula and Southside markets. VDOT: Hampton Roads

72. 72 Target women and commuters who have household incomes under $50,000.

73. 73 Explore more Express Buses.

74. 74 Target downtown Norfolk commuters.

75. 75 Coordinate with regional rideshare and environmental programs.

76. 76 Target those who have rideshare experience.

77. 77 17 Promote the environmental benefits of ridesharing. Reduced air and water pollution

78. 78 Promote existing Park and Ride lots; place additional lots in convenient locations.

79. 79 Other suggestions…  If possible, promote safety on the less crowded HOV lanes.  Communicate the benefits of the 65 mph speed limit on Southside HOV lanes.  Educate those who are not in favor of ridesharing. They are not “buying” the idea that HOV lanes are relieving congestion, moving more people, or offering a long term solution.  Promote the Guaranteed Ride program as an option for those commuters who think they need their car everyday.

80. 80 HOV Attitudinal Research Among Hampton Roads Commuters Sponsored by Conducted by THE MARKETING SOURCE, INC August 2002