San Diego Station Car Pilot Program Partner Agencies
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San Diego Station Car Pilot Program Partner Agencies: CCDC Coalition for Sorrento Valley Congestion Relief BOMA Golden Triangle Chamber of Commerce City of San Diego San Diego Regional Economic Development Corp. San Diego Regional Chamber of Commerce A Report compiled by: Thomas Bruccoleri Senior Transportation Planner Chris Burke Planner I Maria Filippelli Planning Technician Jeremie Brown Marketing Analyst I Table of Contents Executive Summary .....................................................................................................................1 Introduction .................................................................................................................................2 Market Study ...............................................................................................................................7 Operations Plan .........................................................................................................................12 Lessons Learned .........................................................................................................................16 Conclusion .................................................................................................................................19 Appendices - please note appendices are available online at www.ridelink.org Appendix A – Mobility Pass Program Demonstration Appendix B – Flexcar Marketing Plan for San Diego Appendix C – Pricing of the Mobility Passes Appendix D – Regional Carshare Working Group Charter and Meeting Notes Appendix E – RFP and SOW for Carshare Demonstration Program Appendix F – SANDAG’s Marketing Efforts Appendix G – Assembly Bill 2154: On-Street Parking Appendix H – Proposed On-Street Parking Locations Appendix I – Estimate of On-Street Parking Benefits and Costs Appendix J – Meeting Notes: Transportation Committee and MTDB Executive Committee (not referenced in report) San Diego Station Car Pilot Program Study Executive Summary Carsharing is a service where participants, either in a cooperative, public, or private organization, have access to a fleet of vehicles that can be reserved for business or personal use for a predetermined period of time. Carsharing has shown benefits in markets throughout the United States and Europe in lowering people’s dependence on cars, increasing the use of regional transit systems, and improving the standard of living for members. In 2002, the San Diego Association of Governments (SANDAG) submitted for and received grant funds to develop a station car program, a form of carsharing specific to transit centers, in the San Diego region. In accordance with the grant funding, SANDAG conducted a Station Car Pilot Program Study that consisted of two parts; the first was a marketing study and operations plan, the second was implementation of the carsharing demonstration program. The San Diego Station Car Pilot Program Study served as a two-year demonstration to measure the market demand for carsharing, specifically station car services, and to outline the implementation plan necessary for carsharing operations in San Diego. To attain the highest utilization of the carsharing program, SANDAG promoted the program by bundling carsharing into San Diego’s regional Transportation Demand Management (TDM) offering. SANDAG used the San Diego Metropolitan Board’s Employee Commuting Opportunities Pass (ECO Pass) Program, which sold bulk transit passes to San Diego employers, as a model for a similar product that incorporated carsharing. SANDAG branded the new program the “Mobility Pass.” The Mobility Pass was marketed to employers, residential developers, and homeowners associations. Although the station car program did not achieve the level of participation originally envisioned, other opportunities for carsharing and transit alternatives were identified. San Diego State University (SDSU), through an independent effort, evaluated the SANDAG pilot program’s impact and discovered participants found great value using a shared vehicle in the connection from transit to work, and began to utilize transit more in their daily lives. To take advantage of these findings, SANDAG plans to evaluate additional options for connecting commuters from transit to work, as well as program to address their needs during the workday, of which carsharing will be part of the solution. By November 2007, there were approximately 75 carsharing vehicles and 2,100 carsharing members in the San Diego region due in part to these grants funds and the cooperation between SANDAG and its member agencies. Carsharing presents tremendous opportunities by providing access to an additional mobility source in coordination with transit, alleviating traffic congestion to dense areas such as Downtown San Diego. It provides a solution to common concerns of transit users such as flexibility to get to work, home, and other destinations. To take advantage of this resource, SANDAG will investigate bundling carsharing into the new Compass Card Program and TDM Strategy. 1 Introduction What is Carsharing? A concept that originated with great success in Europe in the late 1980’s, Carsharing is a service where participants, either in a cooperative, public, or private organization, have access to a fleet of vehicles that can be reserved for business or personal use, for a predetermined period of time. Carsharing organizations have many benefits for its members, such as providing access to a fleet of vehicles at a fraction of the cost of in- dividual car ownership. It also provides daytime use of a vehicle if someone takes tran- sit or an alternative means of transportation to work. By sharing vehicles, participants help to alleviate parking congestion in high-density areas where parking is limited, as well as provide increased transit use and environmental benefits. Carsharing is utilized by individuals as an alternative to car ownership and by busi- nesses looking for a convenient way to maintain fleet vehicles. Vehicles can be checked out for increments ranging from half an hour to multiple days and then returned to their designated location upon completion of the trip to await the next user. Gas, insurance, vehicle maintenance, and roadside assistance are typically included in the fee structure. In order to generate the highest utilization, carsharing vehicles are strategically locat- ed throughout the region in urban cores and mixed-use areas that include businesses, transit stations, and residential areas. As reported by Flexcar, each carsharing vehicle takes approximately 15 personal vehicles off the road. = One Carsharing Vehicle Takes fifteen personal cars off the road Background on Carsharing Grant Funding The SANDAG Station Car Pilot Program represented a new direction in publicly sup- ported but privately operated mobility services and offered a great opportunity to expand the scope and desirability of the San Diego region’s public transportation system. In fiscal year 2002, SANDAG applied for grant funds to introduce carsharing as a complement to its regional transit network and land use goals. In the submission, SANDAG proposed to conduct this project in two phases. Phase I was intended to develop a baseline marketing study to measure the demand for carsharing services among residents and employers. If the results from the marketing study showed that 2 Carshare carsharing was potentially viable in the San Diego region, Phase II would then include Users: development of an operations plan. between SANDAG proposed to augment the original grant with a second grant submittal. The the age of focus was to conduct a pilot integrating carsharing into the SANDAG TDM program 25 and 55 by adding carsharing near two multimodal stations, the Old Town Transit Center and (79 percent) the Santa Fe Depot, as well as several San Diego Trolley light rail transit (LRT) stations. SANDAG was awarded the second grant and the first Phase I Marketing study was ex- panded to measure the demand of residents, commuters, and employers. The results (Flexcar San Diego would be adapted into the operations plan and integrated into the San Diego Station Membership Car Pilot Program. Survey – 2006) To further augment the SANDAG study, San Diego State University (SDSU) was con- tacted to administer an in-depth evaluation of the program. Research from SDSU’s Mobility Pass Study (Appendix A) showed that the effectiveness of carsharing fre- quently depends upon the transit options available and how passengers can travel from home to work and other desired destinations. When transit is used, trips have historically become time consuming and inconvenient. Passengers complain mostly about waiting at collection and delivery points, but do not seem to mind the time spent during the transit trips. The use of individual, privately owned automobiles at either end of the transit trip is not appealing from an environmental standpoint and not desirable in terms of parking costs and land consumption. The carsharing pro- gram focused on addressing these critical concerns in the San Diego region. Why San Diego? The San Diego region is dominated by commuters in single-occupancy vehicles (SOVs), with the U.S. Census Bureau reporting in 2005 that 78 percent of San Diego com- muters drive to work alone. Highways are running out of capacity, emissions levels and commute times continue to rise, and yet transit ridership remains low at 3.4 percent of workers us- TAXI Car-Rental ing public transportation for their commute (Census Bureau, 2005). There are various barriers