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11-9-2018 Portland’s Transportation Wallet: How Pricing Parking Can Create New Mobility Options
Sarah Goforth Portland Bureau of Transportation
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Recommended Citation Goforth, Sarah, "Portland’s Transportation Wallet: How Pricing Parking Can Create New Mobility Options" (2018). TREC Friday Seminar Series. 161. https://pdxscholar.library.pdx.edu/trec_seminar/161
This Book is brought to you for free and open access. It has been accepted for inclusion in TREC Friday Seminar Series by an authorized administrator of PDXScholar. Please contact us if we can make this document more accessible: [email protected]. Portland’s Transportation Wallet:
How Pricing Parking Can Create New Mobility Options
November 9th, 2018
By Sarah Goforth, Portland Bureau of Transportation
Portlandoregon.gov/transportation 1 Huge thanks to:
• Chris Armes, Portland Bureau of Transportation • Joey Posada, Portland Bureau of Transportation • Danielle Booth, BIKETOWN • Natasha Kelly, Portland Streetcar
Portlandoregon.gov/transportation 2 What is the Transportation Wallet?
Portlandoregon.gov/transportation 3 3 passes,1 package
$100 for bus & light rail
Annual streetcar pass
Annual bike share membership
Portlandoregon.gov/transportation 4 City of Portland Boundary
Portlandoregon.gov/transportation 5 City of Portland Boundary
NW Portland Parking District
Central Eastside Industrial Parking District
Portlandoregon.gov/transportation 6 NW Portland Parking District
• Densely populated neighborhood • Walkable with good transit connectivity • Highest BIKETOWN station density in Portland • Historic single family homes • New multi-family buildings & still developing • Mix of residents and commuters • $105 surcharge* added to base cost of parking permits
*Surcharge waived for people living on low-incomes; base cost $75
Portlandoregon.gov/transportation 7 Central Eastside Industrial Parking District
• High concentration of commuters • New residents restricted from purchasing parking permits • New multi-family buildings & still developing • Walkable with good transit connectivity • Free BIKETOWN parking anywhere in district • $225 surcharge added to base cost of parking permits
Portlandoregon.gov/transportation 8 Transportation Wallet eligibility
Available to RESIDENTS and EMPLOYEES
Can PURCHASE at 85% off the retail cost
–OR-
Get FOR FREE by trading in on-street parking permit
Portlandoregon.gov/transportation 9 Origin of Portland’s Parking Permit Surcharge Programs
Portlandoregon.gov/transportation 10 Origin of Portland’s Parking Permit Surcharge Programs
Portlandoregon.gov/transportation 11 Origin of Portland’s Parking Permit Surcharge Programs
Portlandoregon.gov/transportation 12 Origin of Portland’s Parking Permit Surcharge Programs
Took years to develop (starting almost a decade ago…)
Portlandoregon.gov/transportation 13 Origin of Portland’s Parking Permit Surcharge Programs
Was not an easy process…
even in Portland
Portlandoregon.gov/transportation 14 Origin of Portland’s Parking Permit Surcharge Programs
City Council approved parking management plans in 2012 & 2013
Portlandoregon.gov/transportation 15 Origin of Portland’s Parking Permit Surcharge Programs
Stakeholder committees formed!
Comprised of business community, residents & city staff to make decisions
Portlandoregon.gov/transportation 16 Origin of Portland’s Parking Permit Surcharge Programs
Permit surcharges not adopted until 2015/2016
Portlandoregon.gov/transportation 17 Origin of Portland’s Parking Permit Surcharge Programs
Each Parking District has its own distinct rules & regulations!
Portlandoregon.gov/transportation 18 The nexus of Parking Management & TDM* strategies
*Transportation Demand Management
Portlandoregon.gov/transportation 19 Transportation Demand Management (TDM) Primer
TDM is a tool to manage demand and improve efficiency on the transportation system.
TDM encourages people to walk, bicycle, take transit, ride e-scooters, carpool and telework while discouraging drive-alone trips.
Portlandoregon.gov/transportation 20 Parking Management Goals
Better manage the existing on-street parking system
Portlandoregon.gov/transportation 21 Parking Management Goals
Better manage the existing on-street parking system
Decrease traffic congestion
Portlandoregon.gov/transportation 22 Parking Management Goals
Better manage the existing on-street parking system
Decrease traffic congestion
Make it easier for visitors and customers to find parking
Portlandoregon.gov/transportation 23 Parking Management Strategies
Eliminate free parking Decrease parking permits Expand permit & metered parking areas
Portlandoregon.gov/transportation 24 What happens when…
Parking Management
Portlandoregon.gov/transportation 25 What happens when…
TEAMS UP WITH
Parking Management
Portlandoregon.gov/transportation 26 What happens when…
TEAMS UP WITH
Parking Transportation Management Demand Management?
Portlandoregon.gov/transportation 27 Eliminating free parking creates dedicated funding for TDM* strategies!
*Transportation Demand Management
Portlandoregon.gov/transportation 28 Dedicated funding for TDM* Strategies
• Discounted transit & bike share passes
• Low-cost transit/bike/pedestrian infrastructure improvements
• Marketing & encouragement campaigns
*Transportation Demand Management
Portlandoregon.gov/transportation 29 Testing the TDM water… to drinking from the source
02varvara.wordpress.com
Portlandoregon.gov/transportation 30 Testing the TDM water… to drinking from the source
02varvara.wordpress.com
www.portugalist.com
Portlandoregon.gov/transportation 31 2017 pilot using behavioral science techniques…
Portlandoregon.gov/transportation 32 Conducted Randomized Control Trial
• List of 2,000 Residents and 2,000 Employees in each parking district • Randomly assigned to 1 of 2 groups to receive:
Portlandoregon.gov/transportation 33 Conducted Randomized Control Trial
• List of 2,000 Residents and 2,000 Employees in each parking district • Randomly assigned to 1 of 2 groups to receive:
Day pass on choice of transit, followed by offer of Week pass
OR
Week pass on choice of transit, followed by offer of Day pass
Portlandoregon.gov/transportation 34 Randomized Control Trial Findings
• >40% email open rate
Portlandoregon.gov/transportation 35 Randomized Control Trial Findings
• >40% email open rate • 35% opt-in rate
Portlandoregon.gov/transportation 36 Randomized Control Trial Findings
• >40% email open rate People in the RCT were mostly all • 35% opt-in rate parking permit holders! PEOPLE WHO DRIVE!
Portlandoregon.gov/transportation 37 2017 NW BIKETOWN Summer Pass
352 new BIKETOWN members joined
Portlandoregon.gov/transportation 38 Aug. 2017 Pilot: Parking Permit Opt-Out in NW Parking District
Trade in parking permit in exchange for:
• An annual BIKETOWN membership • $100 TriMet Hop card
Portlandoregon.gov/transportation 39 Aug. 2017 Pilot: Parking Permit Opt-Out in NW Parking District
Trade in parking permit in exchange for:
• An annual BIKETOWN membership • $100 TriMet Hop card
Despite latent advertising… …126 people opted out of their parking permits
Portlandoregon.gov/transportation 40 Sept. 2017: Transportation Wallet 1.0 launches…
Portlandoregon.gov/transportation 41 2018: Transportation Wallet 2.0 launches!
$100 TriMet Hop card (increased from $50) Portland Streetcar switched from paper passes to the Hop card
Portlandoregon.gov/transportation 42 The Transportation Wallet can’t promote itself without:
• Direct mail • Emails & reminder emails • E-newsletters • Print ads • Digital ads • In-person meetings • On-site events • Flyers • PBOT website • Full-color insert with parking permit renewals • Personalized emails • Promotional offers
Portlandoregon.gov/transportation 43 The Transportation Wallet is made possible by:
Eliminating free parking
Portlandoregon.gov/transportation 44 The Transportation Wallet is made possible by:
Eliminating free parking
Adding a surcharge to parking permits
Portlandoregon.gov/transportation 45 Meet the Transportation Wallet holders
Portlandoregon.gov/transportation 46 1,900 Transportation Wallets in circulation
Opt-outs* 60%
Purchased 40%
*People who opted out of their on-street parking permit in exchange for a free Transportation Wallet
Portlandoregon.gov/transportation 47 Purchasers
760 people have purchased Transportation Wallets
Portlandoregon.gov/transportation 48 Why did you BUY a Transportation Wallet?
Sept. 2018 Parking & Transportation Survey, n=124
Portlandoregon.gov/transportation 49 Which statement is most true for you?
31% 7% 56%
I would recommend the Transportation Wallet to family/friends
I would purchase the Transportation Wallet again
Both of the above
Sept. 2018 Parking & Transportation Survey, n=197
Portlandoregon.gov/transportation 50 Are you considering getting a Transportation Wallet in the future?
Yes 12%
No 44%
Unsure 44%
Sept. 2018 Parking & Transportation Survey, n=482
Portlandoregon.gov/transportation 51 Are you considering getting a Transportation Wallet in the future?
Yes 12%
No 44%
Unsure 44%
Sept. 2018 Parking & Transportation Survey, n=482
Portlandoregon.gov/transportation 52 Residential Parking Permit Opt-outs
Portlandoregon.gov/transportation 53 100 residents in the NW Parking District* opted-out of parking permits in exchange for FREE Transportation Wallets in 2018
*Eligible Central Eastside Industrial Parking District permit holders comprised mostly of commuters, not residents.
Portlandoregon.gov/transportation 54 Why did you TRADE your RESIDENTIAL PERMIT for one?
Got rid of car
Permits expensive
Hard to find on-street parking
Good deal/save $
Have off-street parking space
Don't/can't drive anymore
Don't need additional permit
Too much traffic, rather not drive as much
Sept. 2018 Parking & Transportation Survey, n=35
Portlandoregon.gov/transportation 55 Employer Parking Permit Opt-outs
Portlandoregon.gov/transportation 56 221 businesses from both parking districts opted out of 1,135 employee parking permits in exchange for FREE Transportation Wallets in 2018
Portlandoregon.gov/transportation 57 Employer Parking Permit Opt-Outs by the numbers
7% reduction in issued employer permits 11% reduction in 65 businesses issued opted out of employer permits permits
154 businesses opted out of permits
Portlandoregon.gov/transportation 58 Employer Parking Permit Opt-Outs by the numbers
48% of those 52% of those businesses businesses traded in 50% traded in 50% OR MORE of OR MORE of their eligible their eligible permits permits
3 businesses 7 businesses requested the requested the maximum* maximum*
*Maximum of 20 eligible permits offered in exchange for free Transportation Wallets
Portlandoregon.gov/transportation 59 Pricing parking reduces demand
*Not all permits issued for 2018/19 permit year yet
Portlandoregon.gov/transportation 60 Why did your EMPLOYER give you a Transportation Wallet?
Sept. 2018 Parking & Transportation Survey, n=53
Portlandoregon.gov/transportation 61 How much parking is made available through permit opt-outs?
32 blocks (126 street segments)* of parking made available through parking permit opt-outs
*Calculated at 9 parking spaces per 200 ft block face
Portlandoregon.gov/transportation 62 Where do you usually park? S Don’t have Transportation Wallet
Sept. 2018 Parking & Transportation Survey: Don’t have Transportation Wallet n=675; have Transportation Wallet n=199
Portlandoregon.gov/transportation 63 Where do you usually park? S Don’t have Transportation Wallet Have Transportation Wallet
Sept. 2018 Parking & Transportation Survey: Don’t have Transportation Wallet n=675; have Transportation Wallet n=199
Portlandoregon.gov/transportation 64 Introducing people to new mobility options
Portlandoregon.gov/transportation 65 How often do you use the following modes
BEFORE
&
AFTER
you got a Transportation Wallet?
Portlandoregon.gov/transportation 66 How often do you use these modes per week?
Sept. 2018 Parking & Transportation Survey, n=174
Portlandoregon.gov/transportation 67 How often do you use these modes per week?
Sept. 2018 Parking & Transportation Survey, n=174
Portlandoregon.gov/transportation 68 How often do you use these modes per week?
Sept. 2018 Parking & Transportation Survey, n=174
Portlandoregon.gov/transportation 69 BIKETOWN ridership by Transportation Wallet purchasers*
*Ridership by Transportation Wallet purchasers only as of Sept. 2018; n=652 (37% of total Wallet holders)
Portlandoregon.gov/transportation 70 BIKETOWN ridership by Transportation Wallet purchasers*
65% of people who purchased Transportation Wallets are new BIKETOWN riders
*Ridership by Transportation Wallet purchasers only as of Sept. 2018; n=652 (37% of total Wallet holders)
Portlandoregon.gov/transportation 71 BIKETOWN ridership by Transportation Wallet purchasers*
*Ridership by Transportation Wallet purchasers only as of Sept. 2018; n=652 (37% of total Wallet holders)
Portlandoregon.gov/transportation 72 Future of the Transportation Wallet
Metro Transportation Planning and Development
Portlandoregon.gov/transportation 73 The Transportation Wallet is a mechanism for TDM* across other PBOT programs
*Transportation Demand Management
Portlandoregon.gov/transportation 74 Future of the Transportation Wallet: near-term
TW
TW TW TW NEW PROGRAMS
Portlandoregon.gov/transportation 75 Future of the Transportation Wallet: near-term
TW
NEW MOBILITY TW TW TW OPTIONS NEW PROGRAMS
Portlandoregon.gov/transportation 76 Future of the Transportation Wallet: near-term
TW ?
?
NEW MOBILITY TW TW TW OPTIONS NEW PROGRAMS
Portlandoregon.gov/transportation 77 Future of the Transportation Wallet: near-term
TW ?
?
NEW MOBILITY TW TW TW OPTIONS DIGITAL DELIVERY NEW PROGRAMS
Portlandoregon.gov/transportation 78 If you could build your own Transportation Wallet for $99, what would you include?
Sept. 2018 Parking & Transportation Survey, n=199
Portlandoregon.gov/transportation 79 What about hoverboards?
Back to the Future 2 Movie Clip, YouTube
Portlandoregon.gov/transportation 80 What about hoverboards? And Elliptigos?
www.youtube.com/watch?v=IGVmGev4aCQ
Back to the Future 2 Movie Clip, YouTube
Portlandoregon.gov/transportation 81 Future of the Transportation Wallet: long-term
NEW PARKING DISTRICTS CITYWIDE? LOW-INCOME VERSION
Portlandoregon.gov/transportation 82 Anecdotes
Sept. 2018 Parking & Transportation Survey
Portlandoregon.gov/transportation 83 Anecdotes
Sept. 2018 Parking & Transportation Survey
Portlandoregon.gov/transportation 84 Transportation Wallet Challenges
Portlandoregon.gov/transportation 85 Challenges
• TOO MANY steps involved to process requests • Discrepancy between: • Ideal product and actual product • Ideal user experience and actual user experience • Limitations with transit card functionality • Barriers to provide low-income transit passes • Restrictions, rules, regulations: each transportation provider has its own unique playbook • Lack digital delivery mechanism to distribute the product • Program is scaling up; but we’re still the same small crew behind the scenes
Portlandoregon.gov/transportation 86 Takeaways
Portlandoregon.gov/transportation 87 Transportation Wallet Takeaways
Eliminate free parking
Portlandoregon.gov/transportation 88 Transportation Wallet Takeaways
Develop partnerships early on with: Businesses Residents Community members Transportation providers Stakeholders
Portlandoregon.gov/transportation 89 Transportation Wallet Takeaways
Start small and scale up
Portlandoregon.gov/transportation 90 Transportation Wallet Takeaways Advertise clever… and in myriad ways
(Cute animals never hurt!)
Portlandoregon.gov/transportation 91 Transportation Wallet Takeaways
Adapt Adjust Re-envision Repeat
Portlandoregon.gov/transportation 92 THANK YOU!
Portlandoregon.gov/transportation 93 Sarah Goforth Transportation Wallet Project Manager
[email protected] 503.823.9863
Portlandoregon.gov/transportation 94