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Case Study Reports Smarter Choices – Changing the Way We Travel Case study reports Volume 2 of the final report of the research project: 'The influence of soft factor interventions on travel demand' Jillian Anable1, Alistair Kirkbride2, Lynn Sloman3, Carey Newson4, Sally Cairns5, and Phil Goodwin6 July 2004 1 Centre for Transport Policy, The Robert Gordon University, Aberdeen 2 Eco-Logica 3, 4 Transport for Quality of Life 5, 6 ESRC Transport Studies Unit, University College London Published by the Department for Transport, London, 20.7.2004 on the ‘Sustainable Travel’ section of www.dft.gov.uk Accompanying report This report is accompanied by the following volume: Cairns S, Sloman L, Newson C, Anable J, Kirkbride A and Goodwin P (2004) Smarter Choices – Changing the Way We Travel. Report published by the Department for Transport, London, available via the ‘Sustainable Travel’ section of www.dft.gov.uk. 'Smarter Choices - Changing the Way We Travel' is the title chosen for publication of the final reports of the research project 'The influence of soft factor interventions on travel demand' Copyright and acknowledgements Copyright for this report rests with the authors (© 2004). We very gratefully acknowledge the many contributions made by organisations and individuals consulted as part of this research, and by the authors of previous studies which we have cited. Anable J, Kirkbride A, Sloman L, Newson C, Cairns S and Goodwin P (2004) Smarter Choices. Volume 2: Case study reports. Department for Transport, London. Contents Birmingham workplace travel plans 5 - 13 Brighton public transport information and marketing 14 - 28 Bristol car club 29 - 39 Bristol personalised travel planning 40 - 48 Bristol workplace travel plans 49 - 58 BT teleconferencing 59 - 67 BT teleworking 68 - 76 Buckinghamshire car sharing scheme 77 - 83 Buckinghamshire school travel plans 84 - 96 Buckinghamshire workplace travel plans 97 - 108 Cambridgeshire workplace travel plans 109 - 128 Edinburgh car club 129 - 148 Gloucester personalised travel planning 149 - 161 Merseyside school travel plans 162 - 173 Merseyside workplace travel plans 174 - 184 Milton Keynes car sharing scheme 185 - 192 Nottingham personalised travel planning 193 - 206 Nottingham public transport information and marketing 207 - 227 Nottingham workplace travel plans 228 - 241 Sustrans personalised travel planning 242 - 245 SYPTE public transport information and marketing 246 - 264 York school travel plans 265 - 277 York travel awareness campaigns 278 - 290 York workplace travel plans 291 – 302 Anable J, Kirkbride A, Sloman L, Newson C, Cairns S and Goodwin P (2004) Smarter Choices. Volume2: Case study reports. Department for Transport, London Anable J, Kirkbride A, Sloman L, Newson C, Cairns S and Goodwin P (2004) Smarter Choices. Volume2: Case study reports. Department for Transport, London Case study: Workplace travel plans, Birmingham City Council Main interview(s) conducted summer 2003 Birmingham City Council Workplace travel plans Interviewees: Mike Cooper, Projects Leader - Company TravelWise and Helen Davies, Technical Officer - Company TravelWise Birmingham City Council co-ordinates an initiative called Company TravelWise, which is intended to encourage more sustainable travel for the journey to work. The council’s approach is to offer companies a menu of options, rather than expecting each company to develop its own travel plan. There is close co-operation with passenger transport executive CENTRO and bus operator Travel West Midlands. One highly attractive benefit offered to staff in companies affiliated to Company TravelWise is a discount of 50% on public transport season tickets for staff who give up driving to work. Some 165 companies are affiliated to TravelWise, of which 20 are ‘support’ companies offering relevant services or products, and 145 are companies or organisations who are developing workplace travel initiatives. Overall, about 29% of the workforce in Birmingham is employed by an organisation affiliated to TravelWise. The planning process is actively used to encourage affiliation to Company TravelWise, particularly for companies with 50 or more employees. Case study location and main actors The city of Birmingham is part of the West Midlands conurbation and has a population of 970,000. The city council works closely with CENTRO, the West Midlands passenger transport executive, and with bus operator Travel West Midlands to promote workplace travel plans. Company TravelWise, the council’s workplace travel plan scheme, has been adopted by other local authorities in the West Midlands, but is best developed in Birmingham. Main activities The origins of Company TravelWise go back to 1996, when Birmingham City Council joined the national TravelWise network. Within the council a working group was formed to look at travel awareness issues. The group examined four areas: bus showcase routes; development of cycling and promotion of the Millenium route; general school travel issues; and developing a travel plan for the city council. The group started writing a workplace travel plan in 1997; this was taken to senior managers within the council and outside organisations such as the Chamber of Commerce, environmental groups, and the City Centre Partnership businesses. In June 1997, CENTRO and Travel West Midlands became involved. The process of developing a travel plan was labour intensive - it took a year of weekly meetings, coupled with monthly meetings involving senior managers of the three organisations. The council realised that developing a travel plan would not be a priority for most businesses, and that it should therefore aim to ‘offer businesses a travel plan on a plate.’ The plan – Company TravelWise – was launched in June 1998. Anable J, Kirkbride A, Sloman L, Newson C, Cairns S and Goodwin P (2004) 5 Smarter Choices. Volume2: Case study reports. Department for Transport, London Case study: Workplace travel plans, Birmingham City Council Main interview(s) conducted summer 2003 Company TravelWise is a partnership between Birmingham City Council, CENTRO and Travel West Midlands. The council’s work on travel plans covers the whole of the city of Birmingham, but other local authorities in the West Midlands conurbation have also become involved, and promote Company TravelWise in their own areas. Birmingham and Sandwell Health Authority has also been a good partner in the past, although they have been less active recently, partly because of NHS re-organisation. Until recently there were quarterly meetings with the health sector. Rather than working with individual companies to draw up a tailored workplace travel plan, there is a standard travel plan, and companies are invited to implement the elements of it that they are attracted to. Mike Cooper comments: ‘We do the legwork for them and offer a menu of options.’ Organisations which affiliate to Company TravelWise have a range of benefits: • A 50% discount on annual travel passes for one year for employees in affiliated organisations who give up a company car, car user allowance or free parking space. • A 5% discount on travel passes in subsequent years. • The Company TravelWise team, together with Travel West Midlands and CENTRO, runs travel information days for employees. • The city council, CENTRO and Travel West Midlands provide information packs and regular mailings including public transport timetables for employees. • The city council can provide tailored advice to tackle specific transport problems, or help set up elements of a travel plan such as bicycle user groups. ‘A lot of our role is sorting out problems. Any obstacle that gets in the way of someone being sustainable, we will try to sort out – whether it is cycle parking, street lighting, poor bus routes that don't meet shift patterns, or an access route from a business park to a station.’ • Discounts on a range of equipment and resources, such as cycle parking stands, are available from various companies which are affiliated to Company TravelWise as ‘support companies’. • On affiliation, companies receive customised TravelWise noticeboards to display travel information received for their staff. The council has started to develop groups or clusters of workplaces within Company TravelWise. Some of these are sector specific – for example there is a hospital group, and there are plans for a college group. Others relate to a particular location within the city. The planning process is actively used to encourage the participation of employers. For all planning applications for developments which will have 50 or more employees, the company or organisation is required to join Company TravelWise. The approach of the Company TravelWise team is to work at a relatively less intensive level with a large number of companies, rather than to work intensively with a few. Organisations are encouraged to affiliate, and once they do so will receive regular information mailings from the TravelWise team (about once a month) and Anable J, Kirkbride A, Sloman L, Newson C, Cairns S and Goodwin P (2004) 6 Smarter Choices. Volume2: Case study reports. Department for Transport, London Case study: Workplace travel plans, Birmingham City Council Main interview(s) conducted summer 2003 from CENTRO and Travel West Midlands, but some companies may then have little further contact. The city council has set a target for its own employees to reduce departmental car use by 10%. This has already been achieved by the Transportation Department. There is also a target to reduce car use of all Company TravelWise affiliates by 10%. Mike Cooper comments: ‘We expect all affiliates to reach this 10% and then maintain it.’ Staffing and costs Staffing At the beginning, one full-time person was responsible for developing Company TravelWise. Now there are two full-time staff, with a third person joining soon. In TravelWise week the team called on help from extra staff. CENTRO and Travel West Midlands both put significant resources into Company TravelWise. CENTRO has a TravelWise team, with two full-time staff (one of whom is funded by a DfT bursary). One of their team is dedicated to working in Birmingham. Three members of the Travel West Midlands Corporate Sales Team work part-time on TravelWise.
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