UC CAMPUS IMPACTS OF AN ALTERNATIVE TRANSPORTATION OUTREACH & MARKETING PROGRAM RESEARCH QUESTIONS Can an opt-in personalized, focused outreach and marketing campaign change long-standing commute mode choices to the UC Berkeley main campus? Given self-selection bias, how can a predisposition to participate in an alternative transportation campaign be treated as a transportation demand management opportunity to encourage mode shift in an urban and fiscally constrained environment?
IMPORTANCE OF TIMING: UNIVERSITY HALL PARKING STRUCTURE TO BE REMOVED FOR NEW BERKELEY ART MUSEUM IN MARCH 2013 • Parking structure located on west side of campus, next to transit-rich (BART & AC Transit) Downtown Berkeley
N
What can the attrition rate of such a program reveal about campus parking policy, marketing and outreach delivered when the campus is at a point of expanding while reducing its parking supply? 3-LEVELS, WITH ATTENDANT/STACKED PARKING ON TOP & BOTTOM FLOORS
GPB
BACKGROUND: UC BERKELEY 2012 TRAVEL SURVEY The existing high share of users of alternative modes (67% walk, bike, take transit or campus shuttles) relative to other large cities makes further reductions in the drive-alone rate more challenging to reach. Other, 1.9%
Bike Drive Alone Carpool Transit Walk Other
Faculty - Staff Primary Mode Faculty % Staff % TOTAL 114 19.6 171 8.6 285 227 47 101 84 9 582 Undergrad Student
Bike Drive Alone Carpool Transit Walk Other
39
897
% 11
44.9
1124
43.5
8.1 247 12.4 17.3 489 24.5 14.4 156 7.8 1.5 40 2 100 2000 100 Student - Primary Mode
294 590 240 49 2582
11.4 23.9 9.3 1.9 100
Graduate Student
%
Walk, 9.3%
Bike, 11.0%
TOTAL
5.7
333
25
389
16.8
41
4.1
99
7.4
140
6
6 104 779 5 991
0.6 10.5 78.6 0.5 100
30 413 441 14 1330
2.3 31.1 33.2 1.1 100
36 517 1220 19 2321
1.6 22.3 52.6 0.8 100
* Downtown Berkeley
POSTERED / FLYEREDTHE GARAGE MARKETING / MADE BUTTONS
• Control Sites: Occupancy rate of GPB Garage &Tang Lot surveyed alongside the U.Hall structure
STRATEGY: MARKETING CAMPAIGN & INTERVENTIONS Initial stage included developing and finalizing the brand and outreach material. The project held a series of brainstorming sessions among campus planning and transportation staff, and variations of the messaging had been pretested before settling on “Break the Mode.”
Transit, 23.9%
The event provided sign-ups for trip-matching services and the existing free AC Transit “Bear Pass” bus program for annual permit holders.
Capture Rate Per Parking Facility After Occupancy Counts
DRIVE ALONE, 43.5% Carpool, 11.4%
%
56
*
Tang
• Major change to parking supply: permit holders will be forced to change the way they commute to campus
ONGOING ANALYSIS: WHO WILL BREAK THE MODE? (TBD) Parking Facility
Other, 0.8%
%
PROGRAM DEVELOPMENT: GARAGE EVENT Two garage events held in the University Hall structure - one on October 31, 2012, before news of the demolition of the garage had been broadcast by campus Parking & Transportation staff; and another on February 27, 2013, after all permit holders were notified of its March 2 closure.
• ~330 marked and stacked spaces to be removed in early March; ~470 permit holders displaced
FOCUS ON THE UNIVERSITY HALL GARAGE BY DOWNTOWN BERKELEY:
Garage utilization rates had been determined through occupancy counts of parking permits and license plates during peak hour times.
Jessica S. Kuo, MCP 2013 j.kuo@berkeley.edu
University Hall GPB Tang
Drive Alone, 6%
Total Permit Holders Total Emails Matched % Matched Total Observed Permit Numbers Matched from Database with Permit Holders (by email)
469 436 406
421 344 342
385 298 249
82% 68% 61%
Bike, 16.8%
University Hall Parking Garage Permit Holders Surveyed 469 Total Permit Numbers Recorded 385 / 469 Total Emails Matched (82% contacted) 20 / 385 5% of those contacted chose to participate
Carpool, 1.6% Walk, 52.6%
Transit, 22.3%
PROJECT SPONSORS SINCE JULY 2012
CUSTOM-MADE TRIP-MATCH PAMPHLET HAND-DELIVERED TO PARTICIPANTS
On-Site Bear Pass Sign-Ups at University Hall Parking Garage Events 5 October 31, 2012 9 February 27, 2013 (most ofhalf not realize thisnot AC Transit the permit signedwho up did Nearly of all holders permitwho holders signed up did realizeBear the Pass bus passprogram program is free to them—until they attended onegarage of these events. is free to them—until they attended one of these events)