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Influencing Travel Behaviour Projects in the Transport Consultancy Context Leanne Farrow
East Riding of Yorkshire Rail Station Travel Plans
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Definition and scope
• A package of schemes to improve safety and accessibility to rail stations and the quality and ease of interchange
• For pedestrians, cyclists, public transport and car users –new and existing users
• Reduce unnecessary car use
Station DestinationOrigin Station
Rail Station Travel Plan Rail Station Travel Plan
Policy context
• Local Transport Plan 3
• National priorities (Transport White Paper 2011)
• Transport integration / ‘whole journey solutions’
• Localism agenda
• Local Sustainable Transport Fund (£0.945m)
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My role
• Programme design
• Technical lead
• Project management
• Stakeholder engagement
• Prioritisation
• Auditing, surveying, data analysis – problem identification
• Scheme / solution development
• Negotiating funding
• Guidance for delivery and monitoring
Stakeholder engagement
• Key stakeholders?
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Stakeholder engagement
• Key stakeholders?
� TOCs (Northern Rail and TransPennine Express) � Yorkshire Coast Community Rail Partnership� Bus operators � Internal teams � Businesses � Tourism bodies � Humber and Wolds Rural Community Council� Regeneration agency
Why is stakeholder engagement important?
Prioritisation framework
• 18 stations in the East Riding
• Funding available for 8 stations over a 4 year period
• Developed appraisal framework and assessment criteria
• Suitability, likely success, value for money?
• Red, Amber, Green assessment
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Phased implementation
Scheme 2011/12 2012/13 2013/14 2014/15 TotalCottingham £5,000 £5,000
Driffield £5,000 £5,000Beverley £5,000 £5,000
Bridlington £5,000 £5,000Brough £5,000 £5,000Goole £5,000 £5,000
Gilberdyke £5,000 £5,000Howden £5,000 £5,000
Total £10,000 £10,000 £10,000 £10,000 £40,000
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Methodology
Site audit / desk top research
Passenger surveys
Identify schemes
Funding and delivery
Monitoring
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Station audits
• Identify constraints, problems and opportunities for improvements
• Station, immediate surroundings and routes to / from key origins / destinations
• Physical access, provision of infrastructure
• Multi-modal (interchange)
• Travel information
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Passenger surveys
• Mode used to access station / on departure (establish a baseline)
• Origin (determine catchment areas, average distance travelled)
• Station specific, objective led – e.g. journey purpose
• H&S / planned resources / supervision of team
• LSTF project – more detail to provide evidence for funding bid
Measures / schemes
• Physical infrastructure improvements
• Safety schemes
• Station facilities
• Bus service alterations
• Information provision (multi-modal)
• Quality and legibility of interchange
• Marketing campaigns
• Input from TOC
• Costs (capital and revenue funding)
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Scheme development – an example from Goole
Baseline mode split
8%
4%
15%
8%
4%
1%6%
52%
Bus
Car - drove alone
Car - got dropped off
Car - shared with someone else
Cycle
Taxi
Train
Walk
Scheme development – an example from Goole
• 22% of passengers surveyed wanted to see improved pedestrian crossings / access around the station
• 38% - more information on buses that serve the rail station
• 9% - additional cycle parking
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Funding and delivery
• Modest budget
• Review LTP3 5 year Implementation Plan and Individual Transport Strategies
• Work with teams to align funding and implementation of schemes to support and compliment the RSTP measures – maximise impact and success of all investments
• LSTF – Goole
• TOCs – funding and delivery partner
• Action plan – responsibility, budget, timescales
Action Plan – an example from Goole
Measure Responsible Funding source
Cost Funding type
Timescale for delivery
Improved pedestrian crossing on Pasture Road
ERYC LTP3 Goole Strategy
£15,000 Capital 2013
Increase cycle parking
ERYC LTP3 Rail Strategy
£5,000 Capital 2013
Extension of opening hours for the ticket office
Northern Rail LSTF £75,000 Revenue 2013-2015
Marketing campaign and better bus information
ERYC with Northern Rail
LSTF £5,000 Revenue 2014
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Targets and impact
• Derive change in person trips from station footfall data for each mode
• Average distance and DEFRA carbon conversion factors -> carbon savings
Mode Baseline mode split 2011
Target (% point change)
Target mode split 2015
Bus 8.0% 1.5% 9.5%Car 28.0% -3.5% 24.5%Taxi 1.0% 0.0% 1.0%
Cycle 4.0% 1.5% 5.5%Walk 52.0% 0.5% 52.5%Train 6.0% 0.0% 6.0%
Targets and impact
• 2013 interim survey
• New mode split – shift towards walking and cycling
• Comparison of person trips using baseline and new mode splits
• 15% decline in car trips
• 100% increase in cycle trips
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Supporting delivery and monitoring
• Action plan for each station
• Guidance note for ERYC to manage delivery and monitor
Scheme 2011/12 2012/13 2013/14 2014/15 2015/16Cottingham
DriffieldBeverley
BridlingtonBroughGoole LSTF Interim
GilberdykeHowden
Key:Baseline Monitoring
After East Riding…
• Known technical expertise
• New clients
• Training staff
• Leading business development corporately
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Questions?
Personal Travel Planning
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What is Personal Travel Planning (PTP)?
� A technique that delivers information, incentives and motivation to individuals to help them voluntarily make sustainable travel choices.
What PTP isn’t!
� Cold calling
� Sales
� A survey
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Why PTP works
PTP video
� For an overview of a PTP project in action please visit:
� http://www.youtube.com/watch?v=DYRX0oCrZ1A
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The process...
� Recruit and train Travel Advisers
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The process...
� Send introductory postcard
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The process…
� Engage in a conversation
� Feedback mechanism
� Explore individual travel needs, barriers, motivations
• What are the potential motivations????
Motivations to change
Motivations to encourage change
Help the environment
Improve health
Save time being stuck in traffic Save Money
Travel independentlyA chance to relax
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The process…
� Offer sustainable travel solutions
� Provide tailored information
� Personal challenges – the “call to action”
� Provide incentive (e.g. Taster ticket)
� Reward individual (prize draw)
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Events
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In the workplace...
In schools...
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Outcomes
� Car trips ↓ 9%� Car mileage ↓ 5 – 7%� Bus use ↑ 10 – 22%� Cycling ↑ 26 – 30%� Walking ↑ 10 – 13%
� % of people walking / cycling / using the bus more for our PTP projects
Our success of promoting bus use
• Merseyside PTP project
� Over 25,000 households targeted over the three years
� Bus Challenge – to try the bus using a free week bus taster ticket and timetable information
� Year 3 – Targeted 10,000 households on PT corridor; around 1,500 taster tickets issued
� 55% of bus challenge participants redeemed their voucher (over 800 people)
� Arriva identified an 8% increase in patronage on targeted services (against regional decline).
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i-Travel York
� A number of work-streams funded by LSTF
� PTP - the largest revenue funded project
� www.itravelyork.info
� PTP – a free personal travel consultation
� “Bringing i-Travel York to you”
PTP in York
� 18,000 households targeted throughout the summers of 2013 and 2014 in the Northern Quadrant
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Events
� Stall at 50 community and workplace events throughout York
� Workplace – new stream in 2014
The numbers
Statistic 2013 2014 Combined
Total households participating, of which: 2,228 5,522 7,750
Residential 1,594 2,936 4,530
Community events 634 1,289 1,923
Workplace 0 1,297 1,297
Households engaged in programme 3,746 8,812 12,558
Households targeted in programme 6,355 11,721 18,076
People signing up to join the MyTravelYork 682 1,828 2,510
Resources distributed 11,342 18,524 29,866
Challenges issued 2,021 4,234 6,255
Incentives issued 1,842 4,480 6,322
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Challenges
Self-reported behaviour change
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Types of trips affected
-40
-30
-20
-10
0
10
20
30
40
50
Walking Cycling Bus Car
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Work
Shopping/personal business
Education
Leisure
Motivators and perceived benefits
� One of the biggest motivations for behaviour change? The visit from the Travel Adviser!
� (60% of those who reduced car-use citied the PTP as the reason for the change)
� 80% noticed benefits from changing their travel behaviour
Reason %Fitter / healthier 52%
Saving money 13%
Social / enjoyment 13%
More convenient 7%
other 16%
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Customer satisfaction
A survey of 545 participants showed:
• 97% were ‘very’ or ‘quite satisfied’ with the service they received
• 99% rated the quality of information they received as ‘very’ or ‘fairly good’
• 98% rated the quality of information they received as ‘very’ or ‘fairly good’
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Prize winners and ‘champions’
What next?
• LSTF extension - 2015/16
• Residential, community and workplace PTP
• Holgate Road corridor (west of York city centre)
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Institution involvement
Chartered Institution for Highways and Transportati on (CIHT)
� Young Professionals Committee
� Continuing Professional Development (CPD)
� Work towards professional qualification (TPP / C Eng)
� Networking
� Great for CV
� Free for students to join!
www.ciht.org.uk
Questions?
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0113 397 9722
Twitter @Leanne_Farrow
http://www.jmp.co.uk/people/staff/leanne-farrow
JMP “Forward Thinking”
http://www.jmp.co.uk/forward-thinking
Get in touch