1. Group 4: Anderson Rideshare Adam Green and Mike Pelletier

2. Legacy Case Competition 2009 Reducing Greenhouse Gas Emissions  Campus initiatives are underway to curtail energy use, which is UCLA’s major source of greenhouse gas (GHG) emissions  Commuting emissions have already been significantly reduced through successful programs  Anderson students in particular have under-utilized the campus-wide initiatives for commuting, but we believe that there is great potential for a new effort to promote carpooling Emission Reduction InitiativesOverall UCLA GHG Emissions (2007) Energy

3. Legacy Case Competition 2009 Commuting Today  Commuting behavior, and especially ridesharing, is heavily influenced by parking policies at UCLA  Parking passes grant unlimited access for one vehicle to a particular parking lot ($189 per quarter)  Can be purchased annually, quarterly, or monthly  Multiple drivers may register together to purchase carpool passes ($99 per quarter per person) allowing them to collectively park one vehicle at a time  Absent a parking pass, a commuter may purchase a day- use pass for $9 and park in certain areas  Will increase to $10 next year

4. Legacy Case Competition 2009 Commuting Patterns Source: Sustainability Survey  Today, approximately 53% of Anderson students drive alone to campus  Compare to 55% for UCLA staff and 28% for UCLA students  Of those, 46% live within three miles of UCLA  64% of UCLA students have parking permits Modes of Transportation For a program that emphasizes forming relationships, carpooling at Anderson is massively under-utilized

5. Legacy Case Competition 2009 Commuting Patterns New Survey Conducted  Our team conducted a more detailed survey of commuting patterns among Anderson students  We reached 71 students in Section C  Represents 96% of the section’s population  Highly valid sample of a random and representative subpopulation of the student body  Data collected includes:  Home address  Modes of transportation used  Frequency of single rider and carpooling trips  Average occupants per carpool  Permit type owned  Perceived number of students in Section C living within one half mile

6. Legacy Case Competition 2009 Survey Results Initial Conclusions  Students are highly clustered These effects will be amplified as the population size increases; note that we only surveyed one fifth of the class

7. Legacy Case Competition 2009 Survey Results Initial Conclusions  Students have a weak sense of community outside of Anderson, as evidenced by their misunderstanding of how many classmates live nearby  Correlation between perceived number of section-mates within a half mile and the actual value is.50 Students have not tapped into the networking potential in their own back yards Question: How many students in your section live within half a mile from you? Line indicates 1:1 ratio

8. Legacy Case Competition 2009 Survey Results Segmenting the Student Body  Each student’s total weekly round-trip mileage was computed  Based on home address, number of trips made, carpooling rate, and average carpool occupants  Student drivers can be segmented into four groups: There is great untapped potential to reduce single-rider trips among Casual Carpooler and Never Carpool segments Never carpool, live far away (>8 mi.) Never carpool, live close Casual carpooler (sometimes alone) Always carpool Total Weekly Round-Trip Commute, in Miles Median, with 1 st and 3 rd Quartiles N = 4 (6%) N = 23 (32%) N = 13 (18%) N = 7 (10%) Not shown: Bus riders, walkers, bikers

9. Legacy Case Competition 2009 The Root Cause: Structure of the Decision Process Transportation Decision Timeline Choices are made before students are fully informed and sometimes before they move to LA; these become defaults Parking permits are paid in advance; parking becomes a sunk cost Research has shown that people systematically overweight sunk costs, and that resorting to defaults explains much of the difference between stated environmental concern and adoption of eco-friendly behaviors. AdmissionsEmails about ParkingPermit Deadline Orientation Classes Begin April - MayJune - Julylate JulySeptemberOctober Move to LA August

10. Legacy Case Competition 2009 The Proposed Solution in Four Steps 1. Actively promote alternative transportation and ridesharing, breaking the cycle of defaulting to sunk-cost long-term parking permits 2. Change the parking permit timeline so that students make transportation choices during Orientation, not before 3. Extend Ride Card privileges (currently reserved for staff) to Anderson students, lowering barrier to adoption 4. Support ongoing formation of carpools by using home address as a criterion for study group formation in the second and third quarters Induce a cultural shift away from single-passenger driving

11. Legacy Case Competition 2009 1) Actively Encourage Ridesharing  Promote carpooling as a beneficial alternative to driving alone when sending official emails to admitted students  Have admitted students report their new address so that their local network can be formed  Hold information and group formation sessions with UCLA Transportation during Orientation  Color-code students by neighborhood at the first Anderson Afternoon party and encourage them to form groups  Encourage students to purchase quarterly passes instead of annual ones so that new groups can form throughout the year Foster a culture of carpooling, where the commute becomes a valuable opportunity to network and form lasting relationships

12. Legacy Case Competition 2009 2) Extend the Permit Deadline  UCLA Transportation has agreed to extend the deadline for permit applications until the first week of Orientation  Furthermore, they have agreed not to accept early applications, instead deferring until after the information session New Timeline AdmissionsEmails about ParkingPermit Deadline Classes Begin Now, students can make informed decisions OrientationMove to LA

13. Legacy Case Competition 2009 3) Offer Ride Card Privileges  A Ride Card grants carpool permit holders a $3 discount on day-rate parking in the event that they cannot carpool on a particular day  It also allows the driver to park in their normal parking structure rather than risk being turned away for lack of space  UCLA Transportation has agreed to extend this service to Anderson students  Our transportation patterns are more similar to staff than to undergraduates  The Ride Card has been effective in lowering the financial barriers to adoption among staff members

14. Legacy Case Competition 2009 4) Consider Locations in Study Groups  Study group formation currently balances gender, professional background, and nationality  Prioritizing local study groups will facilitate carpooling and reduce driving  Students taking the same classes are the most likely to carpool with each other  Groups may meet at each others’ homes rather than commuting to school for meetings

15. Legacy Case Competition 2009 Environmental Impact Modeling  Scenarios modeled show reductions in transportation fuel use ranging from 9% to 40%, depending on adoption rates for each segment SegmentScenario 1: Conservative Scenario 2: Moderate Scenario 3: Aggressive Casual Carpoolers10%25%50% Never Carpool25%50%75% Never Carpool, Far Away0%10%25% Avg. Riders per Carpool2.43.03.5 Reduction in GHG9%23%40% Modeling % Reduction in # of Single-Rider Trips

16. Legacy Case Competition 2009 Environmental Impact Modeling (cont’d)  11% of UCLA GHG comes from commuting  Anderson students drive alone at a higher rate than the rest of UCLA  Assume that commuting is half again as high for Anderson students  ~16% of total Anderson GHG  The Moderate scenario as modeled would reduce GHG emissions from commuting by 23%  23% of 16% = ~4% reduction in total per-person GHG emissions among Anderson students SegmentBase CaseConservativeModerateAggressive Always Carpool 52.37 49.78 40.60 34.80 Casual Carpoolers 241.85 226.98 197.67 155.84 Never Carpool 777.80 662.83 518.53 361.12 Never Carpool, Alternative Transp. 21.80 Never Carpool, Far Away 394.00 367.73 323.64 Non-Driver 2.46 2.77 2.52 2.36 Sum 1,490.28 1,358.16 1,148.85 899.57 % Reduction0%-9%-23%-40% Total Weekly Round-Trip Miles (Sum of 71 Students)

17. Legacy Case Competition 2009 Financial Impact  UCLA Transportation will fund the information sessions and the administrative tasks associated with this project  Break-even analysis shows that UCLA Transportation needs to convert 21% of would-be drivers into carpool pass holders, or alternatively convert 15% of would-be drivers into non-drivers  That said, they are willing to absorb a loss in order to help achieve GHG reduction targets  Students will save money on permits and fuel  And… Costs Geocoding $ 500 Late Application Processing $ 6,250 Staff, collateral, and follow-up $ 1,500 Catering per person $ 7 Participants 350 Catering cost $ 2,450 Total Cost $10,700 Benefits Likely drivers in class of 350 (53%) 186 Annual cost of a commuter $ 111 Annual cost per parking space $ 386 Savings from one additional carpooler $ 275 Break-even participation 38.9 If all converted to carpool permits As %21% Break-even participation 27.7 If all converted to non-drivers As %15%

18. Legacy Case Competition 2009 Implementation Steps  This project is “shovel ready”  All necessary implementation approvals have been received  Collaborators include:  Susan Corley, MBA Student Services  Renee Fortier, Penny Menton, and Lisa Koerbling, UCLA Transportation  Siddarth Kalasapur, 2009-2010 Orientation Co-Director  Dates are in flux but commitments have been secured Dates (tentative)Action June 8 th Student Services email on parking sent to admitted students July 20 th Student Services sends parking reminder and includes a link to input address for geo-coding September 1 st Student addresses are due (but optional) for geo-coding purposes September 8 th Orientation begins Week of Sep. 8 th UCLA Services holds information sessions and Anderson Afternoon event with neighborhood color-coding September 11 th Parking permit applications are due OngoingCarpools can be reconfigured quarterly or monthly at no additional cost

19. Legacy Case Competition 2009 Leadership and Scalability  Anderson has an opportunity to lead by example  We may develop a reputation for a carpooling culture among prospective students  UCLA Transportation has identified other UCLA professional schools (and graduate programs in general) as prime candidates for extending this strategy  More importantly, the patterns established in business school can instigate lifelong behavioral change and set the standard for patterns of environmental responsibility We have an opportunity to show the business leaders of tomorrow that carpooling is easy, productive, environmentally responsible, and fun

20. Legacy Case Competition 2009 Long-term Possibilities  Ban annual passes in favor of quarterly or monthly  Reduces sunk costs, increasing the likelihood of behavior changing midyear  Charge nearby residents more for parking permits  Provides additional incentive to carpool (or bus) when driving is not crucial  Invest in parking payment technology allowing pay-as-you-go option for carpooling  Adds flexibility to the carpooling group  Build shower facilities for bikers on Anderson campus  Officially endorse one particular technology (e.g., Zimride) to drive student participation  Invest in real-time shuttle tracking software (e.g., Synchromatics) to drive student participation

21. Legacy Case Competition 2009 Recap  Besides energy, commuting is Anderson’s greatest GHG contributor  We expect to reduce commuting GHG emissions from MBA students by between 9 and 40%  Our solution to this problem also engages students, builds community, and supports networking  The project tangibly reduces our carbon footprint  The project is ready to go  The project is completely free to Anderson