Today s Presentation

Transcription

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2 Today s Presentation The Perception of Downtown Atlanta Steps for Changing Perception Public & Private Collaboration for Success Educating the Consumer Soft Rollout Measuring Success

3 Study Overview

4 WHAT S YOUR PERCEPTION OF PARKING IN DOWNTOWN ATLANTA?

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6 DOWNTOWN ATLANTA DOESN T HAVE A PARKING PROBLEM IT HAS A PERCEPTION PROBLEM

7 THE CONTEXT OF DOWNTOWN ATLANTA

8 The Context of Downtown Atlanta Approximately 4 square miles, with: More than 23,000 residents More than 62,000 students 118,000 daytime office workers 200,000 daytime population 1.7M SF of retail 16.2M SF of office 13,000 hotel rooms More than 300 restaurants & bars

9 The Context of Downtown Atlanta Serves numerous transient users: Government Academia Events Annual events attendance: over 13 million, including: 1.7 million for conventions 4.8 million for sporting events 2.6 million for concerts & shows

10 The Context of Downtown Atlanta Changing trends: New Transit: Atlanta Streetcar (Summer 2014) New Atlanta Falcons Stadium Georgia Multimodal Passenger Terminal (planned) Georgia State University Expansion Projections for 5.1 million SF in office absorption and 4.4 million SF in new office space by 2030 Technology Advancements over the past 10 years

11 The Context of Downtown Atlanta Parking Support or Limit Downtown Growth? Lack of public supply Perception Challenges: Paid parking, complicated system, traffic issues, enforcement Overbuild vs. appropriate density Today s supply vs. existing and future demands

12 STEPS FOR RESHAPING PUBLIC OPINION

13 General Steps for Reshaping Public Opinion 1. Understand What s Being Said 2. Engage Your Partners 3. Wash Away Negative or Less than Positive Images 4. Provide Consistent Messaging 5. Understand How Perceptions Are Changing 6. Be Nimble 7. Celebrate Success

14 Step 1 Understand What s Being Said

15 Step 1 Understand What s Being Said

16 Step 1 Understand What s Being Said

17 Step 1 Understand What s Being Said

18 Step 1 Understand What s Being Said

19 Step 1 Understand What s Being Said

20 Step 1 Understand What s Being Said

21 Step 1 Understand What s Being Said

22 Step 1 Understand What s Being Said

23 Step 1 Understand What s Being Said

24 Step 1 Understand What s Being Said

25 Step 1 Understand What s Being Said

26 Step 2 Collaborate for Success Create the perception of a larger Public parking system Improve customer experience with Downtown Balance parking demands Improve parking occupancy Manage assets collaboratively for the good of Downtown

27 Step 3 Wash Away Negative Images De-emphasize the confusing components of the system Re-brand or create a new visual symbol Re-educate users on the use and application of an existing product

28 Step 4 Provide Consistent Messaging Educate and guide the user through many mediums Use technology to your advantage Don t Over-Tech! Leverage existing resources and partnerships

29 Step 5 Understand How Perceptions Are Changing Monitor changing perceptions Collect, analyze, and understand data Ask your users and stakeholders how you are doing

30 Step 6 - Be Nimble Prior to full roll-out, test a variety of strategies to understand the right mix: Technology Policy Operations/Management Signage User Acceptance

31 Step 7 Celebrate Success Measure Success: Occupancy changes Perception shifts Revenue changes Celebrate Success: Document and publicize what went right Educate the user on changes and shifts Be transparent

32 PUBLIC AND PRIVATE COLLABORATION FOR SUCCESS

33 Downtown Parking Collaborative Who s Included? Brand Elements Management Marketing Pilot (and supporting pilots) Measuring Success

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35 Collaborative Pilot Program Request for Proposals 5 to 8 pilot locations Defined, dressed, and advertised as Public Spaces Branded with new CAP/ADID program name Make aesthetic improvements to the first 30 feet of the facility Advertise and Educate Measure before and after occupancy Example

36 Collaborative Pilot Program

37 PUTTING IT ALL TOGETHER THE REMAINING PIECES

38 Educating the Consumer Many options in today s environment: Traditional media Internet/online presence Print media Targeted advertisement Public Outreach Choose the method(s) that best serve your intended audience

39 Soft Rollout Example Philosophy of Try It Before You Buy It Don t rush into large capital investments without understanding the impacts Combine or blend pilots to understand how users are best responding

40 Downtown Atlanta Pilot Designs Communication & Marketing Parking Collaborative Static Signage Improvements Dynamic Wayfinding Real-Time Parking Application On-Street Sensor Technology Performance or Progressive Pricing Expanded Night and Weekend Parking

41 Measuring Success Pilots will be conducted over the next months Success will be measured on the ability to shift behaviors: Occupancy, perception, revenue, vehicle miles traveled, information gathering Success of the program will lie in the ability to adapt to changes

42 Conclusions Changing perception isn t always about making drastic changes Listening to your consumer and understanding what they need and desire Focusing on customer service is the best way to impact change Providing easily digestible and understandable solutions will improve acceptance Collaboration with partners is key to success

43 Questions Angie Laurie Central Atlanta Progress Brett Wood Kimley-Horn & Associates