rue drcog 1-21-09 · state climate action plans plans propose specific policies and programs for...

Energy SustainabilityEffective transportation and

land use strategies

Denver Regional Council of GovernmentsJanuary 21, 2009Harrison Rue

icfi.com© 2006 ICF International. All rights reserved.

The short versionThe short version• CAFÉ standards – old and new• Energy, GHG, and transportation• Single planning process

• Regional scenario plans• Transit-Ready Development • Multimodal corridor plans

• Focused investment strategy• Short-term TDM & Operations

•• CAFCAFÉÉ standards standards –– old and newold and new•• Energy, GHG, and transportationEnergy, GHG, and transportation•• Single planning processSingle planning process

•• Regional scenario plansRegional scenario plans•• TransitTransit--Ready Development Ready Development •• Multimodal corridor plansMultimodal corridor plans

•• Focused investment strategyFocused investment strategy•• ShortShort--term TDM & Operationsterm TDM & Operations

33

What can we learn from how our elders built America?

44

What kind of future are we handing off to our grandkids?

DRCOG strategiesDRCOG strategies

The Energy, Air, Climate.....$$Transportation &

Land Use Connection


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Greenhouse Gases (GHGs) and Transportation■ After industry,

transportation is leading source of U.S. GHG emissions

■ Transportation sector accounts for 28% of GHGs nationally – much more in some states

■ Transportation is among the fastest growing sources of GHG emissions

0

500

1,000

1,500

2,000

2,500

1990

1991

1992

1993

1994

1995

1996

1997

1998

1999

2000

2001

2002

2003

2004

2005

2006

Tg C

O2

Eq.

Transportation

Industrial

Residential (purple)

Agriculture

Commercial (blue)

-71.2

+427.3

235.4 258.1

27.9

-100

0

100

200

300

400

500

600

Industry

Transportation Residential Commercial Agriculture

U.S. GHG Emissions by Economic Sector, 1990-2006 (with Electricity distributed to End-Use Sectors)

Growth in GHG Emissions, 1990-2006 (Tg CO2 Eq.)

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U.S. Transportation GHG Emissions by Source, 2006

Other Aircraft

Medium- and Heavy-Duty Trucks

20%

Passenger Cars34%

Buses CommercialAircraft

7%

Motorcycles

LubricantsPipelinesRailShips and Boats

Light-Duty Trucks28%

Light-duty Vehicles63%

Heavy-duty Vehicles21%

Aircraft9%

Other Non-Road7%

Source: U.S. Environmental Protection Agency, Inventory of Greenhouse Gas Emissions and Sinks, 1990-2006.

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CAFÉ StandardsCorporate Average Fuel Economy


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CAFE Standards=Corporate Average Fuel Economy

• CAFE Standards Environmental Impact Study (EIS) 2008

• Looked at how new 35mpg CAFÉStandards would affect fuel economy of entire US vehicle fleet over time.

• Also estimated how the CAFÉStandards will affect the earth’s temperature, sea level, rainfall, etc.

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CAFE Standards

• Corporate Average Fuel Economy Standards– First adopted in 1975– Apply to cars and light-trucks only– Vehicle manufacturers must meet sales-weighted fleet averages

• Energy Independence and Security (EISA), 2007– New light duty vehicles must achieve average 35 mpg by 2020– Very large passenger vehicles (e.g. Hummers) regulated for the

first time– Cars:

• 35.7 mpg by 2015– Light Trucks:

• 28.6 mpg by 2015• Final CAFE EIS issued October 2008, but no ROD

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CAFE Standards – California style

• CA Clean Car (Pavley) Standards– When approved, will have the effect of improving

MMPG slightly beyond new CAFÉ standards• Many states (including Colorado) have

expressed interest in adopting similar standards• Given turmoil in auto industry, some possibility of

changes in implementation plans

The impact of new CAFÉ and low-carbon fuel standards

40%50%60%70%80%90%

100%110%120%130%140%150%

2005 2010 2015 2020 2025 2030

2005

= 1

00%

Source: S. Winkelman based on EIA AEO 2008, HR6, stockmodel calculat ions and sources cited in Growing Cooler .

CO2

2020 New 35 MPG

Fuel GHG:-10%

CO2 Target

1990

The Impact of VMT Growth on those reductions

40%50%60%70%80%90%

100%110%120%130%140%150%

2005 2010 2015 2020 2025 2030

2005

= 1

00%

Source: S. Winkelman based on EIA AEO 2008, HR6, stockmodel calculat ions and sources cited in Growing Cooler.

CO2

2020 New 35 MPG

Fuel GHG: -10%

VMT

CO2 Target

1990

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Effect of CAFE Standards in Colorado

Effect of 35 MPG CAFE Standards in Colorado

0

500

1,000

1,500

2,000

2,500

3,000

3,500

4,000

2007

2008

2009

2010

2011

2012

2013

2014

2015

2016

2017

2018

2019

2020

Gas

and

Die

sel C

onsu

mpt

ion

(Mill

ion

Gal

lons

)

Without new CAFE StandardsWith new CAFE Standards

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Colorado transportation GHG emissions

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Colorado Climate Action Plan: Transportation Policy Options

Policy Options

GHG Reductions (MMtCO2e)

Gallons of Gasoline

Saved (millions)

Smart growth 0.47 53 Incentives for the purchase of low-GHG vehicles --Transit improvement and expansion 0.97 110 Reduce heavy-duty vehicle idling 0.11 13 Low Carbon Fuel Standard 2.21 251 California GHG Emissions Standards (Pavley) 3.4 386 Transit marketing and fare programs --PAYD Insurance 0.94 107 Parking Management 0.03 3 Commuter Benefits 0.45 51 Driver Training and Education --All Policies Combined 7.84 891

• 2020 impact estimates

-- not quantified

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Single planning process(one conversation)Long-range metro & rural plans, state multimodal plans, transit operators and localities


House $500B stimulus bill……….House $500B stimulus bill……….• FHWA–Highway & Bridge $30 billion • FTA—Transit Formula Grants $6 billion • FTA—Transit Rail Modernization $2 bil• FTA—New Starts $1 billion• Half of FHWA’s $30 billion under a clock

for states to obligate within 120 days • MPOs must obligate sub-allocated funds in

90 days of allocation or state will obligate it under its timeline

•• FHWAFHWA––Highway & Bridge $30 billion Highway & Bridge $30 billion •• FTAFTA——Transit Formula Grants $6 billion Transit Formula Grants $6 billion •• FTAFTA——Transit Rail Modernization $2 Transit Rail Modernization $2 bilbil•• FTAFTA——New Starts $1 billionNew Starts $1 billion• Half of FHWA’s $30 billion under a clock

for states to obligate within 120 days • MPOs must obligate sub-allocated funds in

90 days of allocation or state will obligate it under its timeline

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State Climate Action Plans

■ Plans propose specific policies and programs for consideration by the state legislature or implementation by state agency

■ Stakeholder groups convened to develop policies aimed at meeting state emission goals

39 states have developed or are developing a climate plan

Source: Pew Center on Global Climate Change, online.

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Climate Change in Metro Transport PlansMPO Region Status of LRTP

Trends & Challenges

Vision & Goals

Policies & Strategies

Performance Measures

Albany, NY draft August 2007 ■Baltimore adopted Nov 2007 ■ ■Chicago updated June 2007 ■Denver adopted Dec 2007Eugene, OR final draft Sep 2007 ■Grand Rapids, MI adopted April 2007 ■Houston-Galveston updated Oct 2007 ■ ■Missoula, MT adopted May 2004 ■Philadelphia adopted 2005 ■Portland, OR final draft Jan 2008 ■ ■ ■ ■Sacramento draft Nov 2007 ■ ■Salt Lake City adopted May 2007San Diego adopted Nov 2007 ■ ■ ■San Francisco draft goals 2008 ■ ■Santa Fe, NM draft due 2009Seattle adopted Spring 2008** ■ ■ ■ ■Southern California adopted May 2008 ■ ■Washington, DC adopted Oct 2006

Climate Change Mitigation

Climate Change Mitigation & Adaptation

** Refers to Vision 2040, a regional growth, transportation, and economic strategy.

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Drivers: State Policy

• Washington State– SB 6001 – reduce GHG emissions to 1990 levels by 2020– HB 2815 – reduce light duty vehicle per capita VMT 18% by 2020

• California– AB 32 – reduce GHG emissions to 1990 levels by 2020. California Air Resources

Board (CARB) monitors and regulates GHG emissions– SB 375 – requires CARB to allocate reductions to large urban areas. MPOs must

adopt strategies to meet the targets– Legal action under the California Environmental Quality Act (CEQA)

• Oregon– HB 3543 – reduce GHG emissions to 10% below 1990 levels by 2020

• New York– New York State Energy Plan (2002) – MPOs should assess energy use and

greenhouse gas emissions from transportation plans and programs.

Regional Scenario Planning:Linking land use, transportation, economy & environment


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• Encourage and maintain strong ties between the region’s urban and rural areas • Strive for a size and distribute the human population in ways that preserve vital

resources • Retain the natural habitat • Ensure water quality and quantity are sufficient to support people and ecosystems • Optimize the use and re-use of developed land and promote clustering • Promote appropriate scale for land uses • Retain farm and forest land • Develop attractive and economical transportation alternatives • Conserve energy • Provide educational and employment opportunities • Increase individual participation in neighborhoods and communities

TJPDC Sustainability Accords:Regional values as EPI model inputs

2525

Dispersed ScenarioTransportation Results

$1billioninvested in by-passes & wider roads, not transit

16 millionmiles driven daily

44% of miles driven are congested

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Town Centers ScenarioBefore Priority Transit

$ ½ billioninvested in roads, local transit 29% (vs. 44%)

of travel is congested

12 (vs.16)million miles driven daily

2727

Urban Transportation NetworkReduces Auto Travel and Congestion

The proximity of activities withincommunities promotes walking and transit

The proximity of communities to each othermakes auto trips shorter

The network makes travel more efficient by providing multiple travel choices

A

C

B

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How the Regional Scenarios CompareAll scenarios assume @ 330,000 population and 220,000 employment

GoodGoodGoodPoorWater Quality and QuantityWater Quality and Quantity

29*29*2944 Pct. Travel Congested Employment / Education Access

121*121*121155Annual Gallons Gas Consumed (billions)Conserve Energy

18*18*185 Pct. Non - auto Trips Transportation Alternatives

68686113 Pct. Living In Clustered CommunitiesOptimize use/cluster/human scale

35353645 Pct. Developed Retain resources/habitat/farms/forests

65656455 Pct. Farms and ForestsRetain resources/habitat/farms/forests

CoreMCoreLNodalDisp -ersedMeasure / Sustainability Accord

GoodGoodGoodPoorWater Quality and QuantityWater Quality and Quantity

21202744 Pct. Travel Congested Employment / Education Access

114110121155Annual Gallons Gas Consumed (billions)Conserve Energy

1818154 Pct. Non - auto Trips Transportation Alternatives

68686113 Pct. Living In Clustered CommunitiesOptimize use/cluster/human scale

35353645 Pct. Developed Retain resources/habitat/farms/forests

65656455 Pct. Farms and ForestsRetain resources/habitat/farms/forests

CoreMCoreL

Town Ctr Disp -

ersedMeasure / Sustainability Accord

Red/italics– Comparatively worst

2929REDESIGNED INTERSECTIONS

REDESIGNED INTERSECTIONS

FUTURE PARALLEL ROAD

AS DEVELOPMENT OCCURS

FUTURE IMPROVEMENTS

Small town Revitalization

VDOT, two counties, & TJPDCFast-growing ¼ of rural countyExpanding commercial area of adjacent county

Focused sub-area scenario planningGuidelines to use in Comp PlansTransportation improvements

Public projects & developer proffers

VDOT, two counties, & TJPDCVDOT, two counties, & TJPDCFastFast--growing growing ¼¼ of rural countyof rural countyExpanding commercial area of Expanding commercial area of adjacent countyadjacent county

Focused subFocused sub--area scenario planningarea scenario planningGuidelines to use in Comp PlansGuidelines to use in Comp PlansTransportation improvements Transportation improvements

Public projects & developer proffersPublic projects & developer proffers

NW Fluvanna-Louisa Corridor StudyNW Fluvanna-Louisa Corridor Study

•12 units / acre •916 square acres

•Land area consumed by projected housing at:

•< 1 unit / acre (existing pattern)

•8 units / acre •1,375 square acres



•12,222 square acres

•US 250

•US

15•3

6,20

0

•21,100•17,600

•33,

100

•US 250

•US

15•5

7,90

0

•40,600•39,700

•41,

300

Intersection volume at buildoutIntersection volume at buildout

•108,000 •total volume

•179,000• total volume

•Neighborhood network •No network

3333

Add-in to Fluvanna Comp PlanAdd-in to Fluvanna Comp Plan

Making transit work:Transit Ready Development


Transit-Ready DevelopmentTransit-Ready DevelopmentStrategies to address how development in greenfield (or redevelopment) sites can: Incorporate transit-supportive

strategies early on Grow into transit-oriented development over time

Strategies to address how Strategies to address how development in development in greenfieldgreenfield (or (or redevelopment) sites can: redevelopment) sites can: Incorporate transitIncorporate transit--supportive supportive

strategies early on strategies early on Grow into transitGrow into transit--oriented oriented development over timedevelopment over time

3636

New development – ‘Uptown’Airport Road & UVA Research Park in Uptown

New development – ‘Uptown’Airport Road & UVA Research Park in Uptown

3737

New development – ‘Uptown’Phase & coordinate public/private infrastructure

New development – ‘Uptown’Phase & coordinate public/private infrastructure

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New development – ‘Uptown’Initial phase Transit-Ready, urban block structure

New development – ‘Uptown’Initial phase Transit-Ready, urban block structure

3939

New development – ‘Uptown’Infill on surface lots as demand increases

New development – ‘Uptown’Infill on surface lots as demand increases

Transit-Ready DevelopmentTransit-Ready DevelopmentMixed land uses and diversity of housing types Pedestrian-friendly site plan, with generous sidewalks and comfortable transit stopsA neighborhood street grid (plenty of connections versus cul-de-sacs)

Mixed land uses and diversity of Mixed land uses and diversity of housing types housing types PedestrianPedestrian--friendly site plan, with friendly site plan, with generous sidewalks and generous sidewalks and comfortable transit stopscomfortable transit stopsA neighborhood street grid (plenty A neighborhood street grid (plenty of connections versus culof connections versus cul--dede--sacs) sacs)

Transit-Ready DevelopmentTransit-Ready DevelopmentTransit routes and stops that are

incorporated into current development or factored into future plans

Public and commercial facilities designed as Transit Targets and community focal pointsTransit planning across jurisdictions

Transit routes and stops that are Transit routes and stops that are incorporated into current development incorporated into current development or factored into future plansor factored into future plans

Public and commercial facilities Public and commercial facilities designed as Transit Targets and designed as Transit Targets and community focal pointscommunity focal pointsTransit planning across Transit planning across jurisdictionsjurisdictions

Transit-Ready DevelopmentTransit-Ready DevelopmentMarketing plans that take advantage of transit-supportive strategies

Wide range of housing products One-car (or no-car) familiesLocation-efficient mortgages

‘Early-action’ transit serviceCommuter coachesCirculator trolleys

Marketing plans that take advantage Marketing plans that take advantage of transitof transit--supportive strategies supportive strategies

Wide range of housing products Wide range of housing products OneOne--car (or nocar (or no--car) familiescar) familiesLocationLocation--efficient mortgagesefficient mortgages

‘‘EarlyEarly--actionaction’’ transit servicetransit serviceCommuter coachesCommuter coachesCirculator trolleysCirculator trolleys

Focused investment strategyMultimodal corridorsCompleting the network


Focused investment strategyFocused investment strategyFocused investment strategy• Review available funds/projects

across all partners (inc private)• Re-purpose $$ ‘accruing’ into

multimodal corridor target areas• Target short-term action:

• TDM, operational & access, transit & walk-bike improvements, connect-the-dots links to private investment

• Complete the Networks!

•• Review available funds/projects Review available funds/projects across all partners across all partners (inc private)(inc private)

•• ReRe--purpose $$ purpose $$ ‘‘accruingaccruing’’ into into multimodal corridor target areasmultimodal corridor target areas

•• Target shortTarget short--term action: term action: •• TDM, operational & access, transit & TDM, operational & access, transit &

walkwalk--bike improvements, connectbike improvements, connect--thethe--dots links to private investmentdots links to private investment

•• Complete the Networks!Complete the Networks!

Multimodal Corridor Strategy Multimodal Corridor Strategy Integrated, multimodal T&LU planning

Link cities & suburban corridors, growing rural counties, and small towns

All-hands-on-deck public process Include business and developers Inter-agency collaboration & tech team Focus on implementing the vision

Tie to local comprehensive plans & DOT/MPO project programming

Integrated, multimodal T&LU planning Integrated, multimodal T&LU planning Link cities & suburban corridors, growing Link cities & suburban corridors, growing rural counties, and small towns rural counties, and small towns

AllAll--handshands--onon--deck public process deck public process Include business and developers Include business and developers InterInter--agency collaboration & tech team agency collaboration & tech team Focus on implementing the vision Focus on implementing the vision

Tie to local comprehensive plans & Tie to local comprehensive plans & DOT/MPO project programmingDOT/MPO project programming

Multimodal Corridor Strategy Multimodal Corridor Strategy Use projects to demonstrate state-of-the art practices and policy changes Voluntary participation using incentives, not mandates Target $$ toward strategic solutions

Put new $$ to work in support of new ideasLeverage private investmentUse public funds to ‘connect the dots’

Use projects to demonstrate stateUse projects to demonstrate state--ofof--the the art practices and policy changes art practices and policy changes Voluntary participation using Voluntary participation using incentives, not mandates incentives, not mandates Target $$ toward strategic solutions Target $$ toward strategic solutions

Put new $$ to work in support of new ideasPut new $$ to work in support of new ideasLeverage private investmentLeverage private investmentUse public funds to Use public funds to ‘‘connect the dotsconnect the dots’’

Multimodal Corridor Strategy Multimodal Corridor Strategy Couple high-level strategic direction with implementation capabilities of existing agency structure Select a few targets for planning $$ Award implementation $$ based on:

Feasible multimodal plans Adopted local land use plansCommitted private investment & R.O.W.Complete consensus on priorities

Couple highCouple high--level strategic direction level strategic direction with implementation capabilities of with implementation capabilities of existing agency structure existing agency structure Select a few targets for planning $$ Select a few targets for planning $$ Award implementation $$ based on: Award implementation $$ based on:

Feasible multimodal plans Feasible multimodal plans Adopted local land use plansAdopted local land use plansCommitted private investment & R.O.W.Committed private investment & R.O.W.Complete consensus on prioritiesComplete consensus on priorities

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Places29 Preferred Road NetworkPlaces29 Preferred Road NetworkEstablish Parallel Routes that support performance of US 29Provide Connectivity across US 29 through grade separations in key

locations Framework for bicycle and trails network

Establish Parallel Routes that support performance of US 29Establish Parallel Routes that support performance of US 29Provide Connectivity across US 29 through grade separations in Provide Connectivity across US 29 through grade separations in key key

locations locations Framework for bicycle and trails networkFramework for bicycle and trails network

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US 29 at HydraulicExisting conditionsUS 29 at HydraulicExisting conditions

5050

US 29 at Hydraulic High-Capacity BoulevardUS 29 at Hydraulic High-Capacity Boulevard

5151

US 29 – Urban Grade separationUS 29 – Urban Grade separation

Boulevard goes underneath cross-road - 3 travel lanes each direction with low-speed access rampsBoulevard goes underneath crossBoulevard goes underneath cross--road road -- 3 travel lanes 3 travel lanes each direction with loweach direction with low--speed access rampsspeed access ramps

:US29 at Rio Rd:US29 at Rio Rd

Grade-separated urban intersectionGradeGrade--separated urban intersectionseparated urban intersection

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US29 facing south toward Rio RoadUS29 facing south toward Rio Road

Typical suburban roadway with auto-oriented shoppingTypical suburban roadway with autoTypical suburban roadway with auto--oriented shoppingoriented shopping

5454


Urban grade separation (in distance) and multimodal boulevard – 4 lanes each direction plus turn lanes (with median islands for safety)

Urban grade separation Urban grade separation (in distance)(in distance) and multimodal and multimodal boulevard boulevard –– 4 lanes each direction plus turn lanes 4 lanes each direction plus turn lanes (with (with median islands for safety)median islands for safety)

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Mixed-use infill development on existing aging shopping centersMixedMixed--use infill development on existing aging shopping use infill development on existing aging shopping centerscenters

5656


Additional block-by-block redevelopment provides Transit Targets and enhanced walking and wheeling choicesAdditional blockAdditional block--byby--block redevelopment provides Transit block redevelopment provides Transit Targets and enhanced walking and wheeling choicesTargets and enhanced walking and wheeling choices

5757



5858



5959


Landscaping matures over timeLandscaping matures over timeLandscaping matures over time

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Zoomed in toward grade-separated intersectionZoomed in toward gradeZoomed in toward grade--separated intersectionseparated intersection

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:Albemarle Square – older shopping center in Midtown:Albemarle Square – older shopping center in MidtownRedevelopment as Transit TargetRedevelopment as Transit Target

6262

:Mixed use/residential infill on under-used parking lot:Mixed use/residential infill on under-used parking lotRedevelopment as Transit TargetRedevelopment as Transit Target

6363

Redevelopment of existing buildingsRedevelopment of existing buildingsRedevelopment as Transit TargetRedevelopment as Transit Target

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Amenities for walkability and interactionAmenities for walkability and interactionRedevelopment as Transit TargetRedevelopment as Transit Target

6565

Expansion as market demandsExpansion as market demandsRedevelopment as Transit TargetRedevelopment as Transit Target

6666

Extending the road networkEnd of Berkmar at Sam’s Club, parallel to US29

Extending the road networkEnd of Berkmar at Sam’s Club, parallel to US29

Looking North across Rivanna River

6767

Extending the road networkRoad extended to new bridge across the Rivanna

Extending the road networkRoad extended to new bridge across the Rivanna

6868

Extending the road networkInfill re-development in big box parking lot

Extending the road networkInfill re-development in big box parking lot

6969

Extending the road networkLandscaping matures

Extending the road networkLandscaping matures

7070

Extending the road networkActivity increases

Extending the road networkActivity increases

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Extending the road networkDetail zoomed in at bridge

Extending the road networkDetail zoomed in at bridge

Target short-term action with lasting effects

TDM, operational & access, transit & walkTDM, operational & access, transit & walk--bike bike improvements, connectimprovements, connect--thethe--dots links to private dots links to private investmentinvestment


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Potential Role of Transportation Demand Management Strategies

• Reducing vehicle travel, through:– Improved multi-modal options, including transit, ridesharing,

bicycling and walking– Eliminating trips through telecommuting– Developing incentives to positive actions, such as through

parking pricing and management, commuter benefits, Pay-As-You-Drive Insurance

– Public education and outreach

• Reducing fuel use associated with driving– Shifting trips to off-peak periods– Combining trips, ridesharing, more efficient travel– Targeting traffic congestion associated with work zones,

special events, etc.

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Potential of TDM and Transit

• The private vehicle is the largest contributor to a household’s carbon footprint

• A household with one car that uses public transportation saves an average of $6,251 every year, compared to an equivalent household with two cars without access to transit.Sources: SAIC, Public Transportation’s Contribution to Greenhouse Gas Reduction. Prepared for American Public Transportation Association (APTA), September 2007. ICF International, Public Transportation and Petroleum Savings in the U.S.: Reducing Dependence on Oil. Prepared for American Public Transportation Association (APTA), January 2007.

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Impacts of Commuter Benefits Programs: Percent Increase in Transit Riders

0% 20% 40% 60% 80% 100% 120% 140% 160%

San Jose (1997)

Atlanta (2003)

Los Angeles (2001, UCLA)

Portland, OR (2001)

Harrisburg (1993)

Denver (2003, Suburban)

San Francisco (1994, Suburban)

Portland, OR (1999)

Philadelphia (1993a)

Philadelphia (1993b)

Denver (2003, CBD)

Pittsburgh (1993)

Philadelphia (1993)

Denver (2003, Urban Fringe)

Denver (1993)

New York (2004)

San Francisco (1994, Urban)

Minneapolis/ St. Paul (2003)

Philadelphia (2000)

Washington State (1998-00)

Southern CA (1991-93)

Tucson (1998-99)

Source: ICF International and CUTR, Analyzing the Effectiveness of Transit Benefits Programs, Transit Cooperative Research Program.

• Employee transit ridership typically increased 10-50% at worksites after implementation

– Individual employer results vary significantly– Many factors: transit access, parking, level of

employer contribution, other commute options

• Majority of new transit riders typically previously drove to work alone

But what can we do right now?But what can we do right now?• ‘TravelSmart’ – marketing & research

program from Western Australia/ EU– Decreased car use from TravelSmart marketing

sticks and, even multiplies, over years– TravelSmart pilot showed extensive behavioral

change - driving dropping 10 percent and a “first year rate of return of 48 percent to public transport”

– Costs $60-$70 per household – but the return on investment is up to 70 to one.

– Research from Werner Brog, Ian Ker, & Peter Newman (Mass Transit article by Randy Salzman)

•• ‘‘TravelSmartTravelSmart’’ –– marketing & research marketing & research program from Western Australia/ EUprogram from Western Australia/ EU

–– Decreased car use from TravelSmart marketing Decreased car use from TravelSmart marketing sticks and, even multiplies, over yearssticks and, even multiplies, over years

–– TravelSmart pilot showed extensive behavioral TravelSmart pilot showed extensive behavioral change change -- driving dropping 10 percent and a driving dropping 10 percent and a ““first first year rate of return of 48 percent to public transportyear rate of return of 48 percent to public transport””

–– Costs $60Costs $60--$70 per household $70 per household –– but the return on but the return on investment is up to 70 to one.investment is up to 70 to one.

–– Research from Werner Brog, Ian Ker, & Peter Research from Werner Brog, Ian Ker, & Peter Newman Newman ((Mass Transit Mass Transit article by Randy Salzmanarticle by Randy Salzman))

But what can we do right now?But what can we do right now?• ‘TravelSmart’ – informal marketing by

dedicated environmentalists/activists– Initial phone calls to make personal connection– Conclude each call by asking if the household used,

or would consider using, alternative transportation– If no, no hard sell (send info on tune-ups & tires)– If maybe, follow-up with more specific info –

delivered on bike; bus driver stop by w/route info– Up to twelve contacts per household to encourage

action – visits, letters, schedules, maps, gifts– No e-mail, all personal contact

•• ‘‘TravelSmartTravelSmart’’ –– informal marketing by informal marketing by dedicated environmentalists/activistsdedicated environmentalists/activists

–– Initial phone calls to make personal connectionInitial phone calls to make personal connection–– Conclude each call by asking if the household used, Conclude each call by asking if the household used,

or would consider using, alternative transportationor would consider using, alternative transportation–– If no, no hard sell (send info on tuneIf no, no hard sell (send info on tune--ups & tires)ups & tires)–– If maybe, followIf maybe, follow--up with more specific info up with more specific info ––

delivered on bike; bus driver stop by w/route infodelivered on bike; bus driver stop by w/route info–– Up to twelve contacts per household to encourage Up to twelve contacts per household to encourage

action action –– visits, letters, schedules, maps, giftsvisits, letters, schedules, maps, gifts–– No eNo e--mail, all personal contactmail, all personal contact

But what can we do right now?But what can we do right now?• As much as 90 % response to pre-

marketing survey (in Western Europe) –– TravelSmart mines initial data by getting 10 % of

respondents to do a one-day travel diary – Another 10 % of those agree to in-depth, face-to-

face interviews– Follow-up survey indicates people who have

changed auto behavior become apostles for change– In 200 projects over three continents, including 4

US pilots, TravelSmart programs have averageddecreasing driving more than 8% annually

•• As much as 90 % response to preAs much as 90 % response to pre--marketing survey (in Western Europe) marketing survey (in Western Europe) ––

–– TravelSmart mines initial data by getting 10 % of TravelSmart mines initial data by getting 10 % of respondents to do a onerespondents to do a one--day travel diary day travel diary

–– Another 10 % of those agree to inAnother 10 % of those agree to in--depth, facedepth, face--toto--face interviewsface interviews

–– FollowFollow--up survey indicates people who have up survey indicates people who have changed auto behavior become apostles for changechanged auto behavior become apostles for change

–– In 200 projects over three continents, including 4 In 200 projects over three continents, including 4 US pilots, US pilots, TravelSmartTravelSmart programs have programs have averagedaverageddecreasing driving decreasing driving more than more than 8%8% annuallyannually

Getting startedGetting startedIt takes partners - and clear directionIt takes partners It takes partners -- and clear directionand clear direction

Thank youHarrison Rue

[email protected](919) 293-1647


rue drcog 1-21-09 · state climate action plans plans propose specific policies and programs for...

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