Influencing Choice - Techniques to Really Move the Needle on Mode Share Dan MacLaughlin – Executive Director, Commuter Connection

Contents: Moving the Needle - Theory – Examine Market – Identify Opportunities – Customize Programs & Services That Deliver a Measurable Result Moving the Needle – Practice – Employer Outreach – Rideshare Programs & Services – Bicycling Programs & Services – Transit Programs & Services

Moving the Needle - Theory 1.Examine Market 2.Identify Opportunities 3.Customize Programs and Services that Deliver a Measurable Result

Double transit ridership by 2030, slow the growth in traffic congestion and improve mobility for everyone Transportation Policy Plan

ACCESS MINNEAPOLIS Ten Year Transportation Action Plan Reduce the percentage of Minneapolis residents who drive alone to work to 61 percent by Reach a bicycling mode share of 7 percent by 2014, with a milestone of 6 percent by 2012.

6. Lead the Nation in Transportation Options “Increase transit's mode share for daytime commuters from 40 percent to 60 percent.”

Downtown Minneapolis Employment: 139,500 One dot = 25 workers Commuter Characteristics 26% within 5 miles 29% 5-10 miles 23% miles 12% miles 3% miles 7% 25+ miles

Moving the Needle - Theory 1.Examine Market 2.Identify Opportunities 3.Customize Programs and Services that Deliver a Measurable Result

Potential for Converting Drive Alones Greatest potential for conversion among alternative modes are carpooling and biking Of those who currently drive alone, one-fifth indicate that they would be somewhat likely or very likely to try carpooling (20%) or biking (20%) in the next year. (240,000 commuters) 15% exclusive - transit (180,000 commuters) Source: Metro Transit – State of the Commute Survey – 2012

Moving the Needle - Theory 1.Examine Market 2.Identify Opportunities 3.Customize Programs and Services that Deliver a Measurable Result

Employer Outreach Commuter Challenge Rideshare Parking Discounts Bicycling ZAP Twin Cities Transit Metropass

Moving the Needle - Practice 1.Employer Outreach 2.Rideshare 3.Bicycling 4.Transit

Annual Metro- wide “Try it!” campaign to encourage the use of sustainable transportation.

Pledge April – May - June Bike Walk Transit Pool Telework Prizes Netbooks Kindles Kindle Fires Track Track trips for chance to win weekly prizes Rewards Healthier Environment Healthier Finances Healthier You

2012 Commuter Challenge Survey Results Survey was sent to 13,394 Commuter Challenge participants % clicked through the to visit the site and 15.0% participated in the survey. First time participants – 61.6% Completed the pledge – 97% Do you continue your pledge (not drive alone) – 88.6% Top three ways of commuting: Transit (bus, light rail, Northstar) – 44.8% Biking – 41.0% Carpooling – 26.6%

2012 Extending the Challenge: Trip Tracker 534,421 vehicle miles reduced 1,461 individuals tracked a trip Estimated 6 million vehicle miles reduced by all pledgers

Commuter Challenge Pledge Totals

Employer Outreach Models Pre-Recession Primary Focus : Employer Events Green fairs, wellness fairs, benefits fairs, team meetings, lunch & learns Secondary Focus: Public Events Bike Walk Week Living Green Expo Heart Walk Tertiary Focus: Online Pledges

Employer Outreach Models Post-Recession Primary Focus : Public Events Skyway events, building lobby events, farmer’s market More regional events – May Day Parade, Stone Arch Bridge Festival Secondary Focus: Employer Events Tertiary Focus: Online Pledges

Moving the Needle - Practice 1.Employer Outreach 2.Rideshare 3.Bicycling 4.Transit

Discounted Parking Rates for Rideshare As low as $20 per month Must register to receive discount

Minneapolis has ~7500 registered rideshare users (~6% mode split).

Why such a low mode split for rideshare with a $20/month rate?

Price is not an issue.

1. The registration process is a barrier It takes 2 to 7 days to complete You need to present a photo id with current address at two locations You need to re-register every 6 months

2. No Rideshare Employer Program Most employers do not own their own parking lots/ramps Most Minnesotans will not carpool with a stranger, but will share a ride with a co-worker

New Program: Carpool Concierge 1.One stop, on-site registration at employer locations 2.Takes 5 to 10 minutes to complete 3.Ability to count carpool pass entries at municipal ramps, and filter by employer 4.Launching October 2012

Moving the Needle - Practice 1.Employer Outreach 2.Rideshare 3.Bicycling 4.Transit

vehicle, safety, riding comfort, and good tips for getting into and around downtown Basics of Bicycling for Transportation (1 hour classroom course) keeping a bicycle clean and lubricated, fixing a flat tire, basic brake and derailleur adjustment Basic Bike Maintenance (1 hour classroom course) basic skills: starting and stopping, scanning, signaling & maintaining a straight line, dodging small objects on the road, and stopping quickly Bicycle Skills (1.5 hour bicycle ride) practice roadway positioning, scanning, signaling and turning, changing lanes, and how to get to and from major trailheads Riding With Traffic (1.5 hour bicycle ride) Bicycle Education

First-of-its-kind implementation of RFID technology to track and reward bicyclists. Public Private partnership between Dero, U of M, St Paul Smart Trips and Minneapolis Commuter Connection. Funded through one-time Congestion Mitigation and Air Quality grant.

GET TAGGED A tamper-proof RFID tag is installed by program staff on a participants bicycle wheel.

GET ZAPPED Participants ride past a ZAP reader installed along streets and trails. Riders must pass within 5-15 feet of a reader. Readers will only count one ZAP per day.

GET REWARDED Participants win an automatic prize once they have ZAPPED their ride 10 times. Each month after that participants that ride 8 times are eligible for monthly prize drawings.

Bicycle Commuting Counts U of M – January 2012Minneapolis – August 2012St Paul – September 2012

HEALTH AND WELLNESS APPLICATIONS =

Moving the Needle - Practice 1.Employer Outreach 2.Rideshare 3.Bicycling 4.Transit

Metropass 1.Reduced rate pass - $76 per month vs. $ Unlimited rides, no need to recharge 3.Paid for with pre-tax payroll deduction 4.We know how many Metropass transit trips taken by employer

By 2015, inspire and empower 10,000 new commuters to use transportation alternatives and reduce drive alone trips by 4,800, Major Impact Goal

Employer Outreach Increase education contacts with commuters by 15% (an additional 5,000 individuals). Bicycling Engage over 20 companies in the ZAP Twin Cities program and enroll over 500 bikers. Enroll 75 new companies in Metropass and increase ridership by 25%. Transit Increase the number of registered carpools traveling into downtown by 30%. Rideshare

Thank you. Dan MacLaughlin Executive Director, Commuter Connection x206