The Urban Market for Car Clubs CIVINET Sustainable Mobility Convention – 21 Sep 2010 Nathan Kaczmarski Principal Planner – LB Islington

Summary What is a car club? General benefits of car clubs Islington’s car club today How BIG can car clubs get? How will we get there? Where to go for help

What are Car Clubs? Pay-as-you-drive access to cars Conveniently located More affordable than owning (for occasional drivers) All-inclusive price (fuel, insurance, tax, parking, etc) Book by phone or internet – access using smart card

Why car clubs are essential in today’s British city/town To reduce car ownership To reduce parking pressures To reduce car use To reduce traffic congestion To reduce carbon emissions To increase use of healthier, more environmentally friendly forms of travel To challenge the cultural dominance of cars and car ownership

Islington’s car club today 11,145 members Nearly 200 bay locations in the borough Streetcar in single-operator contract Consistent growth Monthly growth of 6% (between April 2007 and September 2009) 31% growth in 2010

Growth Graph

How BIG can car clubs get? Study to provide a better understanding of market potential of car clubs in Islington and Camden Use of car club member data and TfL travel survey data Segmentation of populations by demographics (MOSAIC) and analysis of each population segment by Driving licence holding Travel to work by car Household car ownership Household income Weekly car trips

Market Potential in Summary for Islington Estimated maximum of Almost 40,000 members in Islington (33% of adult population) 800 bays (50:1 ratio) Potential for net reduction in private car ownership of 8,000 vehicles

Key Markets Primary Segments: Secondary Segment: Counter Cultural Mix (Potential of adult population of segment: 27%) City Adventurers (Potential of adult population of segment: 52%) Global Connections (Potential of adult population of segment: 54%) New Urban Colonists (Potential of adult population of segment: 49%) Cultural Leadership (Potential of adult population of segment: 54%) Secondary Segment: Metro Multiculture (Potential of adult population of segment: 5%)

Car Club potential of population

How will we get there? Key market segments Infrastructure Growth using existing markets Huge potential to look at markets with a ‘high-propensity’ to join a car club (metro-Multiculture and business users) Infrastructure Strategy for location identification Higher-density locations (hub?) Cost-savings Targeting locations Signs Authorisation and in-fill Funding streams and investment Capital and S.106 contributions Integration with other schemes (Low-Car Neighbourhood) Investment curve…

How will we get there?

How will we get there?

Emerging approaches Joint marketing – LAs and operators Low Car Neighbourhood Car club station as part of larger environmental improvement scheme Provide incentives to residents to give up parking permits Implement mini-CPZ to prevent neighbours from filling vacated parking space Reward residents with more attractive street (and higher property values?) Sub-regional procurement, contracts and procedures?

The Dream 1/3 of all drivers relying on car clubs 1/3 of all parking space re-allocated to green space, play space, cycle parking, public art, etc Congestion, pollution, carbon emissions, oil wars eliminated Catch a train to any station and drive a car club car the rest of the way

Where to go for help Carplus.org.uk – best practice guidance, research, advice for members Steer Davies Gleave A neighbouring authority with car club experience Department for Transport

Questions? Nathan Kaczmarski Islington Council E: nathan.kaczmarski@islington.gov.uk T: 020 7527 2443 Matthew Clark Steer Davies Gleave E: matthew.clark@sdgworld.net Tina Pancha Camden Council E: tina.pancha@camden.gov.uk 19