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WASHINGTON METROPOLITAN REGION TRANSPORTATION DEMAND MANAGEMENT RESOURCE GUIDE AND STRATEGIC MARKETING PLAN Version 12.0 FY09 Final Report December 2008 PREPARED BY: COG/TPB Staff in conjunction with the COMMUTER CONNECTIONS REGIONAL TDM MARKETING GROUP - Table of Contents - FY09 TDM Resource Guide and SMP ~ Section One ~ Background……………………………………………………………………………………………………… Page 4 Executive Summary………………………………………………………………………………………………Page 6 Regional Activity Centers………………………………………………………………………………………Page 8 Mission Statement ………………………………………………………………………………………………Page 9 Acknowledgements………………………………………………………………………………………………Page 10 Guiding Principles of Strategic Marketing Plan……………………………………………………………Page 12 Key Findings and Strategic Implications……………………………………………………………………Page 13 Summary of Proposed Strategy for FY 2009…………………………………………………………………Page 15 ~ Section Two ~ Regional Profile……………………………………………………………………………………………………Page 17 Product Profiles……………………………………………………………………………………………………Page 19 Carpools and Vanpools…………………………………………………………………………………………Page 20 HOV Lanes………………………………………………………………………………………………………Page 23 Transit…………………………………………………………………………………………………………… Page 30 Table – Summary of Bus Activity………………………………………………………………………………Page 32 Table – Summary of Rail Activity………………………………………………………………………………Page 36 Table - Summary of Park & Ride Activity………………………………………………………………………Page 38 Telework………………………………………………………………………………………………………… Page 40 Bicycling………………………………………………………………………………………………………… Page 42 Bike Sharing……………………………………………………………….…….…………..………..….Page 45 Car Sharing………………………………………………………………………………………………………Page 46 Guaranteed Ride Home…………………………………………………………………………………………Page 47 Commuter Benefit Programs……………………………………………………………………………………Page 48 Clean Air Partners………………………………………………………………………………………………Page 52 Live Near Your Work……………………………………………………………………………………………Page 56 ~ Section Three ~ Current Marketing Strategies and Budgets for Regional Partners………………………………………Page 57 Calendar of Regional Events for 2008-2009…………………………………………………………………Page 81 Marketing Strategy Current Profile Central - DC, Arlington, Alexandria …………………………………………………………Page 82 Marketing Strategies - District of Columbia …………………………………………………………………Page 84 Marketing Strategies - Crystal City/Pentagon and Rosslyn/Ballston ………………………………………Page 86 Marketing Strategies - Alexandria ……………………………………………………………………………Page 88 TDM Resource Guide and Strategic Marketing Plan – FY09 Final Report 2 - Table of Contents - FY09 TDM Resource Guide and SMP ~ Section Three Continued ~ Current Profile - Northern Virginia ………………………………………………………………………………… Page 90 Marketing Strategies - Tysons Corner and Merrifield/Dunn Loring …………………………………………… Page 93 Marketing Strategies - Fairfax Center/GMU and Dulles Corridor ………………………………………………Page 95 Marketing Strategies - I-95/Springfield …………………………………………………………………………… Page 97 Marketing Strategies - Leesburg ……………………………………………………………………………………Page 99 Marketing Strategies - Manassas ……………………………………………………………………………………Page 100 Current Profile - Suburban Maryland ………………………………………………………………………………Page 102 Marketing Strategies - Frederick ……………………………………………………………………………….. Page 106 Marketing Strategies - Friendship Heights/Bethesda/ North Bethesda, Gaithersburg /Germantown/ Rockville/, Silver Spring/Takoma Park/Wheaton ………………………….………………………………Page 107 Marketing Strategies - Greenbelt/College Park/White Oak/ New Carrollton/Largo/ ……………………………………… Nat'l Harbor/Oxon Hill Page 109 ~ Section Four ~ TDM Research Summaries……………………………………………………………………………………………Page 110 Creative Campain Qualitative Research Findings for marketing TERM (July 2003 )………………………… Page 111 Telecenter Utilization and Teleworker Travel Behavior Survey (September 2004)……………………………Pag Page 112 Employer Metrocheck Survey Results Summary (May 2005)………………………………………………. Page 113 2004 Performance of Regional High-Occupancy Vehicles Facilities on Interstate Highways In The Washington Region (September 2005) …………..…………………………………………………………... Page 115 Employer Satisfaction Survey FY05, Commuter Connections, (January 2006)…………………………. Page 116 Transportation Emission Reduction Measure (TERM) Analysis Report FY 2003-2005 (January 2006) .. Page 118 Applicant Database Annual Placement Survey Report FY06, Commuter Connections (May 2006...…… Page 121 Guaranteed Ride Home Program (GRH Particpant Survey FY05, Commuter Connections (May 2006). Page 125 End of Ozone Season Survey (October 2006) …… …………………...…………………………………….. Page 126 Metrorail Station Access & Capacity Study, WMATA (April 2008) Page 129 State-Of-The-Commute Survey Report (June 2008) Page 133 Bike To Work Day 2007 Survey Report (July 2008) ……………………………...…………………………. Page 139 Metropolitan Washington Region Vanpool Survey (November 2008)………………………………………………… Page 142 TDM Resource Guide and Strategic Marketing Plan – FY09 Final Report 3 BACKGROUND The Washington metropolitan region initiated its first formal transportation demand management efforts in the early 1970s with Commuter Club, which was established by the Metropolitan Washington Council of Governments (COG), the General Services Administration, and the Greater Washington Board of Trade to provide basic ridematching for carpools and vanpools. In subsequent years, the program grew into a COG- coordinated network of local rideshare agencies, and in 1989, it became the Ride Finders Network which provided free information and computerized ride matching services to area residents seeking to join car or vanpools or locate appropriate transit arrangements and park-and-ride locations. In 1996, the regional network was renamed Commuter Connections. In 1997, Commuter Connections expanded its services to include regional telework assistance and resources, a new Internet site, a regional Guaranteed Ride Home program, information on bicycling to work, InfoExpress commuter information kiosks, and free assistance to employers for the development and implementation of alternative commute programs and benefits. In 2003, Commuter Connections expanded its marketing efforts through the implementation of a regional mass marketing measure. The purpose of the measure was to brand the Commuter Connections name as the umbrella organization for commuter transportation information in the Washington Metropolitan area and to subsequently increase the usage of alternative forms of commuting. The current Commuter Connections regional network provides commute services and information to area residents and employers in the Washington metropolitan region in order to reduce traffic congestion and emissions caused by single occupancy vehicles (SOVs). The outreach mission is to create awareness of SOV alternatives and their resulting benefits; to build the Commuter Connections network as an umbrella resource that provides support services to network organizations and individuals who currently drive alone, and to facilitate those who are seeking to change SOV behavior by way of providing assistance about available commute options and alternatives. Activities promoted by the Commuter Connections network include ridesharing, transit, bicycling, walking, teleworking and employer services. The following agencies share the regional commuter database, provide ridematching services and share information and resources: Alexandria Local Motion, Annapolis Regional Transportation Management Association, Baltimore Metropolitan Council, BWI Partnership, City of Baltimore, Bethesda Transportation Solutions, Fairfax County RideSources, Frederick County’s TransIT Services, Food & Drug Administration, GWRideConnect, Harford County, Howard County, LINK/Reston Transportation Management Association, Loudoun County, Metropolitan Washington Council of Governments, Montgomery County Commuter Services, Maryland Transit Administration, National Institutes of Health-Bethesda, North Bethesda Transportation Center, Northern Neck Planning District Commission, Northern Shenandoah Valley Regional Commission, Prince George's County, Potomac and Rappahannock Transportation Commission, Rappahannock-Rapidan Rideshare, and Tri-County Council for Southern Maryland. Commuter Connections is a program of the National Capital Region Transportation Planning Board at the Metropolitan Washington Council of Governments, and is funded through the District of Columbia, Maryland and Virginia Departments of Transportation, and the U.S. Department of Transportation. Other entities that play a major role in the delivery of Transportation Demand Management (TDM) products, services, and TDM Resource Guide and Strategic Marketing Plan – FY09 Final Report 4 messages in the Washington region include transit agencies, local governments, business partnerships, bicycle associations, and transportation management associations. The partnership between agencies and jurisdictions has been encouraged in order to develop and promote a seamless inter-modal transportation system, and a coherent message to commuters that will accelerate the trial and use of alternative commute modes. Transportation Demand Management (TDM) marketing will assist the region in achieving its air quality conformity goals through implementation of regional transportation emission reduction measures, which in turn will help increase regional mobility through decreased traffic congestion, realize efficiencies in the use of the existing transportation infrastructure, conserve energy, and improve public health by reducing air pollution. The purpose of the Washington Metropolitan Region Transportation Demand Management Resource Guide and Strategic Marketing Plan is to summarize
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