Ex post evaluation - Area of Burgos Deliverable 6.3

Transcription

1 Ex post evaluation - Area of Burgos Deliverable 6.3 CiViNET Spain and Portugal Network, Spain José María Diez Hernán Gonzalo April 2016 Contract N : IEE/12/970/S

2 Table of contents 1 Introduction Background The SmartMove project Content of this Deliverable 5 2 Framework conditions during the implementation of the AMC campaign 6 3 Process evaluation and cost of the AMC campaign Response towards the dialogue marketing part of the campaign Narrative description of the process of dialogue marketing Implementation process and response of accompanying active measures Costs of AMC campaign 15 4 The impact towards the participants Respondents of the campaign 17 5 Requested material by the participants 35 6 Public transport demand data 36 7 Data processing and reporting Common IEE performance indicators Evaluation of individual targets at local implementation area level 40 8 Summary and conclusion 42 9 References 43 2

3 1 Introduction 1.1 Background The SmartMove project addresses key action on energy-efficient transport of the Intelligent Energy Europe programme (STEER). In line with the Transport White Paper it focuses on passenger transport and gives particular emphasis to the reduction of transport energy use. 1.2 The SmartMove project The delivery of public transport (PT) services in rural areas is faced with tremendous challenges: On the one hand the demographic dynamics of ageing and shrinking societies have particular impacts on the PT revenues depending on the (decreasing) transport demand. On the other hand, PT stops density and the level of service frequency are often of insufficient quality. Thus, there is a need for the development of effective feeder systems to PT stops and for the adaptation of the scarce PT resources to user needs. For the SmartMove project, feeder systems are the different ways of linking a specific region with the back bone PT system, usually a bus or train network or a combination of both. This can be done by improving the walking and cycling facilities to and around the stations, by implementing flexible bus systems or by promoting carpooling or car sharing etc.. However, even if sufficient rural PT systems are available, large parts of the population face diverse subjective barriers to use PT. This is even more relevant for PT feeder systems: in many cases citizens are not even aware of their existence or, if they are aware of them, there exist subjective barriers to their use. These problems are addressed within SmartMove project by implementing Active Mobility Consultancy (AMC) campaigns for PT lines and their feeder systems in eight rural and peripheral areas. The objective of the AMC campaigns within the project aims at promoting the use of PT via personalised travel marketing approach. The word active in the term active mobility consultancy has a twofold meaning. On the one hand, it refers to the active process of informing people on PT: it is not PT users, who have to inform themselves about PT services; rather the PT operators that have to inform their (current and potential) customers according to their individual needs. For this purpose, current and potential PT users are contacted to provide them with demand based information via different communication channels. The second meaning refers to several active measures aimed at decreasing subjective barriers such as overestimating prize and travel time whereas underestimating the supply and options to the use of rural PT systems. The AMC campaigns are more than purely the provision of information: active measures will be offered in addition to the written information and the consultancy talks that are usually applied in similar campaigns. This might include actions like practical traveller training, citizen participation in planning or guided tours for PT feeder schemes. Additionally, information and feedback on user needs can be 3

4 collected within the AMC campaign. This supports the adjustment of PT offers in line with users requirements. The AMC concept used in SmartMove builds on existing approaches, which will be further developed through SmartMove based on the exchange of experience and mutual learning. In particular, we will develop existing AMC approaches along 4 lines: (i) the adaptation of the existing approach to recent developments, (ii) (iii) the consideration and inclusion of feeder systems into the AMC campaign, the development and application of a common monitoring and evaluation method and, (iv) the adaptation of the AMC concept to specific requirements of the implementing regions. The result is an easy to use AMC concept that can be applied by PT operators all over Europe. The aim is to solve the specific, significant challenges of PT schemes in rural areas. A main pillar of the concept is the extension of the AMC concept to PT feeder systems as they are crucial factors for rural PT systems. Better knowledge gained on this subject helps to improve public transport in rural areas. From a scientific point of view, the information attained about a feeder system based AMC campaign makes an important contribution to the further development of personalized travel marketing approaches. Even more important, by implementing a large range of dissemination activities, such as webinars and take-up seminars, not only the SmartMove partners, but also a broad range of stakeholders are informed about the manifold possibilities and advantages of an AMC campaign. Eight rural and peripheral regions in Europe prepare, implement and evaluate a local Active Mobility Consultancy campaign. PT operators achieve insight into the demands of both current PT users and those who do not currently use PT systems, by applying the AMC campaign. If the non-use of PT is caused by hard facts e.g. the location of the PT stops or schedule organization PT operators can adapt their services to the demand of potential users. This will increase opportunities to make PT systems attractive for new passengers. Each of the AMC campaigns to be conducted through SmartMove will be based on a shared methodological approach which will then be tuned in practice to the needs of the local specific situation. These include the specific target groups, the specific cultural barriers, barriers and enablers, the type of PT feeder system (a possibility to reach PT stops by individual or public means), the spatial aspect (e.g. compactness vs spread, topography and geography, environment), the socio political aspects at the appropriate decision making level, the administrative aspects, the economic aspect and the planning aspects. Within each region, we have defined targets of several hundreds of households to be contacted. As a result, we expect a substantial mode shift to public transport, which in turn will lead to a substantial increase on energy efficiency, a decrease of resources consumed and a reduction of the greenhouse gas emissions caused by road traffic. 4

5 1.3 Content of this Deliverable The impacts of the AMC campaigns are evaluated in a process- and output evaluation. Output evaluation refers to the measurement of the direct quantitative effects of the campaigns, e.g. the number of additional public transport passengers. This information is used as input to calculate secondary effects of the campaigns, e. g. the reduction of CO2 emissions. Statistical figures of the process are collected at each stage of the campaign, e. g. number of people contacted, response rate, figures about materials ordered etc., in order to identify factors of success or failure of the AMC campaigns (process evaluation). Interviews with current and potential public transport users give additionally information to public transport operators about customer satisfaction and the needs of improvement. The aim of this deliverable is to present and evaluate key figures that had been collected during and after the AMC campaign. There are six aspects, which are analysed for this matter: (1) Significant changes of the framework conditions during the AMC campaign, if any (e. g. modifications in the public transport supply), need to be documented. (2) The experiences made with the implementation process, the participation and the cost of the AMC campaign. These data were collected by the staff responsible for the implementation of the campaign. (3) Any changes in behaviour, information level and attitude of the participants of the AMC campaign. These data were collected in personal interviews with the participants after the AMC campaign. In the course of the ex-post analysis, some questions were repeated to see, if changes occurred before and after the AMC campaign. Additional questions were included to be able to understand the perception of or experience made during participating in the AMC campaign. (4) Requested and delivered information material and other items in the course of the AMC campaign. This was recorded by the staff responsible for the implementation of the campaign. (5) Comparison with external data. In parallel to the campaign, bus passenger counting took place before and after the implementation of the AMC campaign, which allows a plausibility check, if results are in line with the statements of the participants. (6) IEE indicators as impact of the AMC campaign. These data were calculated based on the information collected above. Additionally, these results were compared with the targets defined in the beginning of the project. 5

6 2 Framework conditions during the implementation of the AMC campaign In the Burgos area no significant changes of the framework conditions during the implementation of the AMC campaign were observed. The public transport supply remained unchanged between spring and autumn As the project selected some University areas, those bus lines change slightly in terms of number of buses, but not in frequencies. The same can be applied for the industrial areas. The prices for the public transport kept unchanged, but the price for fuel at petrol stations significantly decreased during the campaign. The road infrastructure for cars, cyclists and pedestrians remained unchanged in the region. Nevertheless, possible external effects can be expected which could cause an impact on the results of the AMC campaign, but these are of minor significance and will be discussed, when analysing the results of the AMC campaign in the relevant chapters of this document. 6

7 3 Process evaluation and cost of the AMC campaign The process evaluation includes the respond of the target groups for the dialogue marketing and the active measures part of the AMC campaign, including its costs and the experiences made in the course of the implementation of the AMC campaign. 3.1 Response towards the dialogue marketing part of the campaign The process of the dialogue marketing campaign is evaluated by collecting information about the response of the people contacted according to the standardised list of variables below. The response illustrates the resources needed in order to receive the envisaged amount of participants (Table 3-1). After receiving to low response during the mail-out mail-back based campaign, all those households were contacted by telephone, where a telephone number was available in the address data sets or via electronic telephone book recherché. Table 3-1: Variables for reporting the response towards the dialogue marketing Category Variable name Number of households Number of persons Response People contacted with initial letter (gross sample) 1 Persons to which communication could be established via telephone or as having returned the answer post card Persons, who refused to response with no further information at all Persons reached, but not in the target group Persons willing to participate in the campaign (77,1% of all contacted), of which: Persons with no need for further information (pt-users) Persons with no need for further information (non pt-users) Persons with need for further information (pt-users) Persons with need for further information (non pt-users) Persons with need for further information (no information on pt use) All persons contacted are part of the target group In the case of Burgos, the first contact was by . 7

8 Including both strategies a total response rate of 77,1% was achieved thanks to the selection of people already contacted by other projects. After the telephone contact, the target group was achieved (500), representing 1,300 people. All of them were visited but 148 refused to participate (385. Figure 3-1 shows the segmentation of the participants, distinguished between users and non-users of the public transport system in the region. As it can be seen, the majority of participants expressed their need for further information, no matter if they are users or not. In comparison to the share of public transport usage in the city, which is 18,3 % [Mobility Observatory 2015] of all trips, the share of public transport users in this case is 34%. Important to remark they ve been considered all type of Public Transport users (even those affirming they only use PT once or twice per week), so it is clearly higher in the campaign. Figure 3-1: segmentation of participants of the AMC campaign 3.2 Narrative description of the process of dialogue marketing This section includes a short report on each step of the dialogue marketing reflecting on the implementation plan and answering the questions: What went well? Which problems occurred? Which strategies and action were taken to face these problems? Preparation phase The preparation phase was in line with the implementation plan. The cooperation with the local stakeholders (Councillors, University, Association of the bike, mobility department and association of entrepreneurs and companies) worked smoothly. Lessons learned: Print the material needed with time. Involve the stakeholders especially in terms of events so they are aware. 8

9 General contact phase of target persons The General contact was done by attaching a letter from the Mobility Councillor explaining and announcing the initiative. When later on the contact phase change into telephone calls it turned out that many people (the majority of them) responded that they did not receive the or they did not put attention. They may receive these s in spam. The duration of the campaign was extended as the telephone calls were integrated in the campaign, but that was expected. Lessons learned: Without direct contact on the phone, the campaign could not be developed. Do not trust in s as a mean of contact. Segmentation phase: Identifying the information needs The city only did the segmentation phase in households who want further information and those who rejected to participate in the campaign. As the next step was going to be a face-to-face meeting, it was important not to lose the time and resources. Saying that, there was a basic segmentation (Figure 3-1 above). This type of information was collected by the mobility agents, so basically the majority of them accepted the information at the end, but some of them declared if they wanted or not more information. The same can be said for the gifts. All of them accepted the gifts (even if they previously declared that they were especially interested in PT). Lessons learned: Some of the people they agree with the face-to-face meeting, they declared they were not particularly interested, but at the end the information was given for a family member, for example. 9

10 Individualised contact phase: Send the service form In the case of Burgos, there was not developed this phase, as we moved from the contact and segmentation phase to the delivering phase. Delivering phase: Hand over the service packages and thank you presents The information packages were delivered along with a visit during approximately one month and a week. The visits were fixed in advance, so in the case of students, they were more comfortable and it was easier to meet them in the University (canteen or common spaces). Additionally, they tried to meet people in the area in order they did not have to move from one place to another to do the visits. The packages were carried out by the mobility agents, as they had four or five visits every day, and they could take themselves the information to deliver. In the case of Burgos, the 100% of the packages were delivered. Lessons learned: The idea to call them previously was very good. Meetings organized in advance (with fixed appointments) saved time at the end. In some cases, people can be more comfortable not meeting at home, maybe in a bar or in a café. It was better to be open in that way. Also in the case of students, it was easier to organize the meetings in the University. They normally carried bags so they could take the information easily to their homes. All information packages could be delivered personally. This way made the information was really delivered and properly explained. 3.3 Implementation process and response of accompanying active measures The project decided to organize various promotion days and events, organized in the industrial area, 30 th April 2015 and the University, 4 th May The first one was organized in the canteen of one of the industrial areas (Villalonquéjar), as the other area has not got a proper area for coffee and lunch (there are many as it is closer to the City) and in the Faculty of Economics and Faculty of Laws in the University of Burgos on the 4 th May In this case, Burgos delivered 325 packs with information (100 and 225). It was organized in the middle of the delivery phase, as external events (not linked with any other event). This was because there was a need for developing the events before the elections. Table 3-2 describes the event. Along with the event referred, the project implemented a series of active measures during the European Mobility Week in the City in This was necessary to postpone due to the elections held in June. The events covered: 10

11 - Feeder system: Bike. There were organized maintenance courses (2), risk avoiding course (1) and healthy issues and use of the bike lane courses (2). - Citizens audit: Bus. - Training on the bus. - Stand on the EMW exhibition. 11

12 Table 3-3 describes the active measures events. Table 3-2: Category Variables for reporting the process of the accompanying active measures in the University and the Industrial Area Variable label Type of event description of event type of event (presentation, discussion, demonstration, interactive demonstration) according to active measures guidelines Alone standing event/event in combination with.. Dates and duration of event People invited People participated 3500 People personally contacted at event 325 People within the target group 325 People recruited for AMC (if foreseen) Description of implementation process (story of success, problems occurred, strategies to overcome problems etc.) Industrial Area (canteen) and two campuses of the University of Burgos Information stand, active contacts and delivering information at site In the case of Burgos was an event organized on its own :00-18: :00-14: :00-21:00 (on 4 th May two different campuses were targeted, one in the morning and one in the afternoon) Announcements in Facebook and press conference of the Councillor They were informed but not included in the data of the AMC campaign. The target group was contacted in that moment. The events were quite successful, especially in the University area, as the weather on the day of the promotion in the Industrial area was not particularly good. The idea was to develop a strategy of information, more than any other thing, explaining the initiative and the actions developed and to be developed. 12

13 Table 3-3: Category Variables for reporting the process of the active measures about feeder system measures (bike) and citizens audit and training course of the bus Variable label Type of event description of event type of event (presentation, discussion, demonstration, interactive demonstration) according to active measures guidelines Alone standing event/event in combination with.. Dates and duration of event People invited People participated Active Measures in the European Mobility Week Courses on bike (three types: risk avoiding, maintenance and healthy issues) as the feeder system, a stand in the EMW exhibition, citizens audit focused on the bus, and the bus training. The European Mobility Week events. There were organize separately but inside the Program, except the stand in the exhibition, which was organized on the 22 nd September. The other stands were occupied by bike shops or e-mobility solutions. Courses maintenance of the bike: :00-20: :00-13:00 Healthy issues on bike: :00-18: :00-18:00 Risk avoiding course on bike: :00-19:00 Exhibition: :00-21:00 Citizens Audit: :00-13:00 Training on the bus: :00-17:00 Announcements at local newspapers, Councillor Press Conference, EMW programme, radio (interview to the Councillor) and social networks (Facebook, City Council Twitter ) Courses maintenance of the bike: each group 15, with two groups each day, around 60 people. Healthy issues on bike: Around 10 each day, 20 people in total Risk avoiding course on bike: 10 (this course was very limited due to the necessities of the course) Exhibition: Around

14 People personally contacted at event 400 People within the target group 200 People recruited for AMC (if foreseen) Description of implementation process (story of success, problems occurred, strategies to overcome problems etc.) Citizens Audit: 20 from different stakeholders groups Training on the bus: 20, mainly elderly people. They were informed but not included in the data of the AMC campaign. The target group was contacted in that moment. The courses were organized along with the EMW, and the preparation was very similar to other years preparation process. About the Citizens` Audit it was developed under the umbrella of the EMW events, but the preparation was different as it was necessary to involve stakeholders. The training course of the bus was open to all citizens but the majority were old people. The exhibition was organized as other years, but with the SmartMove stand. The most successful events were the exhibition and the maintenance courses of the bike, concretely these two completely full. 14

15 3.4 Costs of AMC campaign Costs for the dialogue marketing campaign as well as for all accompanying events (active measures) are reported in this chapter. Table 3-4 presents the full cost for the campaign, assuming all material need to be printed for the campaign and all labour resources are extra costs. The staff costs for the development of the process as well as for the implementation of the campaign form a substantial part of the total cost. For the concrete campaign in Burgos, the majority of the costs are in personal, especially in the face-to-face meetings, and in the evaluation part (in both in-house personal and external personal). Costs of the material have been divided into two, as more or less half of the material was delivered in the ACM campaigns and the active measures. Table 3-4: Costs of dialog marketing campaign (full cost calculation) Cost item Quantity Unit price Total [ ] Developing the process: creating database, composing announcement letters and s, preparing campaign, collecting and printing information material and give away items Staff costs [person-hours] 1) 365 hours Obtaining data of inhabitants of the implementation area (addresses) 700 s / telephone City Council / other projects N/A N/A calls Conducting the campaign: contacting households, conducting ex-ante-interviews, telephone contact to fix appointments Staff costs [person-hours] 275 hours Staff costs [Company support] 150 hours Material costs for announcement letters and respond cards s, calls from the City Council 648 calls / 700 s N/A N/A Conducting the campaign: interview, distributing information material, face-to-face meetings Staff costs [person-hours] 654 hours Staff costs [Company support] 250 hours Follow-up work after the campaign: conducting ex-post interviews, reporting and documenting the feedback Staff costs [person-hours] 322 hours Staff costs [Company support] 250 hours Costs of informational material Brochure Bus lines University / Industrial Areas 500 pieces Brochure Bike sharing system 500 pieces Network Bus map 500 pieces

16 Network bikes map 500 pieces Surveys printed 500 pieces Give away items Magnet 500 pieces Cards 500 pieces N/A (City Council gave them) N/A Total sum of costs ) The staff hours of the project have been included in this table. Without the costs of the internal staff it is only Taking into account that the project active measures cover: - Three dissemination days. - Courses (in total, 8 days) This gives a result of approximately 1, per day, taking all the staff costs. If only external costs of staff are taken, this goes to 603, very close to 600. Table 3-5 shows the costs. Table 3-5: Average costs of all active measure Cost item Quantity Unit price Total [ ] Preparation and execution of the event Staff costs [person-hours] 1) 275 hours Staff costs [Company support] 250 hours Information material Brochure Bus lines University / Industrial Areas 500 pieces Brochure Bike sharing system 500 pieces Network Bus map Network bikes map 500 pieces pieces Surveys printed 500 pieces Stand, expenses of venues, subcontracting material for courses Give away items 1 piece Magnets 500 pieces Total sum of costs ) The staff hours of the project have been included in this table. Without the costs of the internal staff it is only

17 4 The impact towards the participants In this chapter the results of the follow-up interviews which were conducted after the active mobility campaign had been carried out are presented and - in case - compared with the ex-ante situation. These interviews included questions which were already raised before the campaign to illustrate the impact of the AMC campaign. 4.1 Respondents of the campaign Table 4-1 shows the key parameter of the impact of the AMC campaign carried out in the City of Burgos. 89% of the participants have the perception of being better informed, and 42% feel motivated to reduce the car use. Those people move from car to PT is surprisingly the high number of trips per week, 2,6. 22% increase the use of the public transport, in the case of Burgos including the use of the bike of the Bike sharing System. 48% have commented the campaign to their neighbours and 52% to colleagues mainly. At home, unfortunately only 17% of other members of the households feel motivated to reduce the car use. This can be also explained because the University students did not live in proper households, many of them in residences or other kind of apartments. Table 4-1: Variables for reporting situation after AMC campaign specific questions (500 interviews) Category Variable name Value Specific questions after AMC campaign People who feel better informed 89% People who feel motivated to reduce car use 42% People who increased the usage of pt * 22% Average number of trips shifted from car to pt per person and week (for people increased pt usage) People who have talked about the campaign within the household Have other household members made any changes in mobility? People who have talked about the campaign with other persons than household members People who bought a season ticket during the campaign ** People who agree to an extension of the campaign 2.6 trips per week 48% 17% 52% 11% 76% * This point in the City of Burgos includes the Public Transport in terms of the bus and the bike sharing system (feeder system). In Burgos the consideration of Public Transport covers both means. This is the average of the three sites. ** In case of the city of Burgos it was asked whether they acquire a card or if they fill the card. Both answers are included. 17

18 Table 4-2 shows the concrete reaction on the bus usage. Some of them have been more successful, concretely the University, but the people using the PT on a normal pattern there (at least once per week) increase 13%, which is more or less the same level in Gamonal area. The less successful has been Villalonquéjar, which is logical as the offer has not changed, and although they were well informed, they did not want to take the bus.the average rating of the bus line was increased by obviously more frequent bus use. Table 4-2: Variables for reporting situation after AMC campaign line usage of respondents (n= 500 AREA OF VILLALONQUÉJAR (Total = 106 Category Variable name Before After Usage of line of respondents People, who never use line 44 People, use line 44 less than once a month People, use line 44 less than once a week People, use line 44 at least once a week Average rating of performance of line 44 93,3% (99 out of 106 0% (0 out of 106 0% (0 out of 106 6,6% (7 out of 106 1) Where 1 equals poor and 10 equals best performance AREA OF GAMONAL (Total = ,58% (78 out of 106 2,8% (3 out of 106 9,4% (10 out of ,1% (15 out of out of 10 1) 5.61 out of 10 1) Category Variable name Before After Usage of line of respondents People, who never use line 4, 8, 11, 16, 20 and 22 People, use line 4, 8, 11, 16, 20 and 22 less than once a month People, use line 4, 8, 11, 16, 20 and 22 less than once a week People, use line 4, 8, 11, 16, 20 and 22 at least once a week Average rating of performance of line 4, 8, 11, 16, 20 and 22 92,4 % (132 out of 144 3,36 % (5 out of 144 1,04 % (2 out of 144 3,36 % (5 out of 144 1) Where 1 equals poor and 10 equals best performance 72,2% (104 out of 144 6,9% (10 out of 144 9% (13 out of ,8% (17 out of out of 10 1) 6.81 out of 10 1) 18

19 AREA OF UNIVERSITY (Total = 250 Category Variable name Before After Usage of line of respondents People, who never use line 5, 7, 22, 39 and 80 People, use line 5, 7, 22, 39 and 80 less than once a month People, use line 5, 7, 22, 39 and 80 less than once a week People, use line 5, 7, 22, 39 and 80 at least once a week Average rating of performance of line 5, 7, 22, 39 and 80 80,4% (201 out of 250 4,8% (12 out of 250 0,4% (1 out of 250 1) Where 1 equals poor and 10 equals best performance 41,6% (104 out of % (55 out of ,8% (42 out of ,6% (49 out of ,3% (36 out of out of 10 1) 6.15 out of 10 1) Table 4-3 shows the distribution of reasons for not using the bus lines of those participants of the campaign, they have stated still not to use the public transport service in the City but receiving information about the bus lines. Table 4-3: Classification of open answers - reasons for not using lines. AREA OF VILLALONQUÉJAR (Total = 106 (LINE 44) Reasons n=99 responds from 78 people [%] - of people have named this reason Time table frequency of links 0 0,00% Time table operation time 17 17,17% Location of pt stop 11 11,11% Need to carry heavy goods 6 6,06% Travel time 26 26,26% Travel comfort 3 3,03% Need to change lines to often 0 0,00% Cost, Ticket tariff 0 0,00% Own company car as an incentive 1) 12 12,12% Use of the Private Collective Transport 24 (use of the Company Bus or car-pooling) 1) 24,24% Lack of information about the service 1) 0 0,00% Time table links to other lines 0 0,00% Time table not understandable 0 (visibility, readable) 0,00% 1) The additional categories were created to represent the answers from participants out of the reasons created. 19

20 AREA OF GAMONAL (Total = 144 (LINES 4, 8, 11, 16, 20 AND 22) Reasons n=115 responds from 104 people [%] - of people have named this reason Time table frequency of links 1 0,86% Time table operation time 12 10,43% Location of pt stop 16 13,91% Need to carry heavy goods 1 0,86% Travel time 40 34,78% Travel comfort 10 8,69% Need to change lines to often 0 0,00% Cost, Ticket tariff 1 0,86% Own company car as an incentive 1) 11 9,56% Use of the Private Collective Transport (use of the Company Bus or car-pooling) 1) 17 14,78% Lack of information about the service 1) 0 0,00% Need to carry family 1) 4 3,47% Living in a village without bus connection 1) 2 1,73% Time table links to other lines 0 0,00% Time table not understandable 0 0,00% 1) The additional categories were created to represent the answers from participants out of the reasons created. AREA OF UNIVERSITY (Total = 250 (LINES 5, 7, 22, 39 AND 80) Reasons n=163 responds from 104 people [%] - of people have named this reason Time table frequency of links 19 11,65% Time table operation time 16 9,81% Location of pt stop 24 14,72% Need to carry heavy goods 0 0,00% Travel time 41 25,15% Travel comfort 32 19,63% Need to change lines to often 0 0,00% Cost, Ticket tariff 1 0,61% Lack of information about the service 1) 0 0,00% Prefer to walk or use the bike 1) 17 10,42% Use of car-pooling with colleagues 1) 13 7,97% Time table links to other lines 0 0,00% Time table not understandable 0 0,00% 1) The additional categories were created to represent the answers from participants out of the reasons created. 20

21 Figure 4-1 shows the changes in the before and after situation of this group. Especially remarkable the problems with the PT stops (solved after the AMC). It is possible to see reduction of the lack of comfortability and in the case of Gamonal area, the problems with the tariffs. In all cases, it looks like if the citizens have checked that the travel time is not such a big problem. Finally in all cases, the problem lack of knowledge of the service has disappeared. Figure 4-1: Reasons for not using lines. AREA OF VILLALONQUÉJAR (Total = 106 (LINE 44) AREA OF GAMONAL (Total = 144 (LINES 4, 8, 11, 16, 20 AND 22) 21

22 AREA OF UNIVERSITY (Total = 250 (LINES 5, 7, 22, 39 AND 80) Contrary to the figure above, the share of bus users were asked for their arguments for using the bus, which is shown in Table 4-4, has not got changed a lot. In the area of Students and the Gamonal Area, the answers are very similar, with some exceptions (slightly more people answering comfort or non-stress). The big difference, which can be seen in the Figure 4-1 is related to the Villalonquéjar Area. There is a big difference in terms of number of people wanting to explain the reasons of using the bus. The lack of stress, a good location of PT stop and comfort are the three reasons mentioned. Table 4-4: Classification of open answers - reasons for using lines after AMC AREA OF VILLALONQUÉJAR (Total = 106 (LINE 44) Reasons n=28 entries from 28 people [%]- of people have named this reason Time table frequency of links 0 0% No car available 0 0% Location of pt stop 8 29% No stress, safe trip 7 25% Travel comfort 13 46% Cost, Ticket tariff 0 0% Time table operation time 0 0% Direct link 0 0% Consuming alcohol 0 0% Using travel time for other activities 0 0% Travel time 0 0% Environmental protection 0 0% 22

23 AREA OF GAMONAL (Total = 144 (LINES 4, 8, 11, 16, 20 AND 22) Reasons n=53 entries from 48 people Time table frequency of links 0 0% No car available 6 11% Location of pt stop 2 4% No stress, safe trip 15 26% Travel comfort 17 32% Cost, Ticket tariff 3 4% Time table operation time 10 21% Direct link 0 2% Consuming alcohol 0 0% Using travel time for other activities 0 0% Travel time 0 0% Environmental protection 0 0% [%]- of people have named this reason AREA OF UNIVERSITY (Total = 250 (LINES 5, 7, 22, 39 AND 80) Reasons n=171 entries from 160 people [%]- of people have named this reason Time table frequency of links 32 18% No car available 2 1% Location of pt stop 32 18% No stress, safe trip 2 1% Travel comfort 27 16% Cost, Ticket tariff 0 0% Time table operation time 21 13% Direct link 17 11% Consuming alcohol 0 0% Using travel time for other activities 0 0% Travel time 7 4% Environmental protection 0 0% Punctuality - Assure arriving on time 1) 31 18% 1) Thirty one participants explained that they used public transport because they had the feeling of arriving on time. It was decided to add Punctuality as one of the reasons. 23

24 Figure 4-1: Reasons for using lines AREA OF VILLALONQUÉJAR (Total = 106 (LINE 44) AREA OF GAMONAL (Total = 144 (LINES 4, 8, 11, 16, 20 AND 22) 24

25 AREA OF UNIVERSITY (Total = 250 (LINES 5, 7, 22, 39 AND 80) 25

26 Table 4-4 shows the distribution of the suggestions for improvements of the service. There is a clear suggestion of more lines and the improvement of the travel time. In the case of students of the University, they asked for more direct routes, which is logical as many of the lines go for some streets not being very direct. The comparison with the situation before as shown in Figure 4-2 is very similar, some more people suggesting more lines, direct lines and improvements of the travel time. Table 4-4: Classification of open answers - improvement suggestions for the PT services after AMC AREA OF VILLALONQUÉJAR (Total = 106 (LINE 44) Improvement suggestions n=71 entries from 60 people [%]- of people have named this reason Time table frequency of links 18 25,35% Time table operation time 21 29,57% Travel comfort 1 1,40% Cost, Ticket tariff 0 0,00% Location of pt stop 15 21,12% Direct link 0 0,00% More lines 1) 16 22,53% 1) Out of the participants, it was received 16 suggestions related more lines (new lines). AREA OF GAMONAL (Total = 144 (LINES 4, 8, 11, 16, 20 AND 22) Improvement suggestions n=75 entries from 65 people [%]- of people have named this reason Time table frequency of links 28 37,33% Time table operation time 13 17,33% Travel comfort 5 6,66% Cost, Ticket tariff 0 0,00% Location of pt stop 10 13,33% Direct link 2 2,66% More lines 1) 17 24,28% 1) Out of the participants, it was received 17 suggestions related more lines (new lines). AREA OF UNIVERSITY (Total = 250 (LINES 5, 7, 22, 39 AND 80) Improvement suggestions n=171 entries from 156 people [%]- of people have named this reason Time table frequency of links 56 32,74% Time table operation time 26 15,20% 26

27 Travel comfort 10 5,84% Cost, Ticket tariff 2 1,16% Location of pt stop 18 10,52% Direct link 3 1,75% More lines 1) 4 2,33% More direct routes 1) 39 22,80% More seats or bigger buses 1) 13 7,60% 1) Out of the participants, 4 suggestions of more lines, 39 suggestions of more direct routes (linked with time operation, but slightly different) and 13 about more seats or bigger buses (linked with comfort, but slightly different) Figure 4-2: Improvement suggestions AREA OF VILLALONQUÉJAR (Total = 106 (LINE 44) 27

28 AREA OF GAMONAL (Total = 144 (LINES 4, 8, 11, 16, 20 AND 22) AREA OF UNIVERSITY (Total = 250 (LINES 5, 7, 22, 39 AND 80) The questions with regard to the positive experience with the buses as shown in Table 4-5 and Figure 4-3 were only asked to those, stating to use the bus more often. In general, they remark good quality and non-stress. The students mention short intervals (their lines have better frequencies) and PT stops close to their homes, which is not mentioned by the workers in the industrial areas. 28

29 Table 4-5: Positive Experiences with bus use AREA OF VILLALONQUÉJAR (Total = 106 (LINE 44) Positive experience n=21 entries from 21 people [%]- of people have named this experience Short intervals 0 0% Good travel quality 9 44% Not stressful 9 44% PT stop close 1 4% Good operation time 1 4% Low cost 1 4% Short travel time 0 0% Cleanliness 0 0% Good links to other lines 0 0% Seats available 0 0% AREA OF GAMONAL (Total = 144 (LINES 4, 8, 11, 16, 20 AND 22) Positive experience n=28 entries from 28 people [%]- of people have named this experience Short intervals 6 21% Good travel quality 4 14% Not stressful 5 18% PT stop close 6 21% Good operation time 1 4% Low cost 2 8% Short travel time 0 0% Cleanliness 1 4% Good links to other lines 0 0% Seats available 3 10% 29

30 AREA OF UNIVERSITY (Total = 250 (LINES 5, 7, 22, 39 AND 80) Positive experience n=97 entries from 97 people [%]- of people have named this experience Short intervals 22 23% Good travel quality 14 14% Not stressful 10 10% PT stop close 26 27% Good operation time 10 10% Low cost 11 12% Short travel time 3 3% Cleanliness 1 1% Good links to other lines 0 0% Seats available 0 0% Figure 4-3: Positive Experiences with bus use AREA OF VILLALONQUÉJAR (Total = 106 (LINE 44) 30

31 AREA OF GAMONAL (Total = 144 (LINES 4, 8, 11, 16, 20 AND 22) AREA OF UNIVERSITY (Total = 250 (LINES 5, 7, 22, 39 AND 80) 31

32 The questions with regard to the negative experience with the buses as shown in Table 4-6 and Figure 4-4 were only asked to those, stating to use the bus more often. Similar to other responses, the bad operation time, long travel time or long intervals are the most often. Students complain about the same and also remark the quality of the travel. This can be answered as the students take buses with more people than the other workers, which are emptier, and consequently, they are happier with the services. Table 4-6 Negative Experience with bus use AREA OF VILLALONQUÉJAR (Total = 106 (LINE 44) n=21 entries from 21 [%]- of people have named Negative experience people this experience Bad travel quality 0 0% No direct links 7 33% Bad operation time 9 43% High cost 0 0% Full bus, no seat available 0 0% Long intervals 2 10% Long travel time 3 14% Bad time table readability 0 0% AREA OF GAMONAL (Total = 144 (LINES 4, 8, 11, 16, 20 AND 22) n=28 entries from 28 [%]- of people have named Negative experience people this experience Bad travel quality 1 4% No direct links 4 14% Bad operation time 7 25% High cost 0 0% Full bus, no seat available 1 4% Long intervals 8 29% Long travel time 7 25% Bad time table readability 0 0% 32

33 AREA OF UNIVERSITY (Total = 250 (LINES 5, 7, 22, 39 AND 80) n=97 entries from 97 [%]- of people have named Negative experience people this experience Bad travel quality 8 8% No direct links 23 24% Bad operation time 19 20% High cost 2 2% Full bus, no seat available 2 2% Long intervals 20 21% Long travel time 23 24% Bad time table readability 0 0% Figure 4-4: Negative experiences with bus use AREA OF VILLALONQUÉJAR (Total = 106 (LINE 44) 33

34 AREA OF GAMONAL (Total = 144 (LINES 4, 8, 11, 16, 20 AND 22) AREA OF UNIVERSITY (Total = 250 (LINES 5, 7, 22, 39 AND 80) 34

35 5 Requested material by the participants Table 5-1 illustrates the requests for the proposed information items, both standardised and individualised as well as for the giveaway items (according to the report of the face-to-face meetings). Table 5-1: Variables for reporting requests of participants Category Name Description Number of distributed items Information material Giveaway items Brochure Bus lines University / Industrial Areas Brochure Bike sharing system New brochure with the lines the project wanted to highlight Brochure explaining how to be member of 500 the Bike Sharing System Network Bus map Network Bus Map (general) 500 Network bikes map Network bike map (general, with the BSS points, bike-lane, bike parking ) Magnets Magnet mainly to put the new brochure in the fridge 500 Cards Card for using PT As explained the mobility agents took the documentation and finally the 100% of the people visited received the information pack as well as the gifts. Maybe some of them replied that they were not going to use them, but they wanted for a member of the family or a colleague or friend. 35

36 6 Public transport demand data Besides the interviews with the participants the demand (and any changes) is evaluated by measuring the performance of the particular bus lines in comparison to reference values. This approach allows to cross-check the data generated from the participants. Bus passenger counting took place before the implementation of the AMC campaign taking the data from 2014 and the new data offered in this ex-post evaluation report are from 2015, in general terms (yearly data). The data in general terms is higher (higher number of uses), as higher is the percentage of the passengers in all cases, without any change in the lines, frequencies or bus stops. As seen in Table 6-1, the supply data of the bus lines remains unchanged during the campaign (e. g. travel time, bus-stop network, and seat kilometres). But on the demand side and the percentage of use and the uses in general have increased. It is difficult to measure if really this higher percentages have been provoked by this project, as the lines are used by many other users, but it gives a good idea about the promising situation for the year 2015 and beyond. Table 6-1: Variables for reporting the public transport demand and supply VILLALONQUEJAR AREA (LINE 44) Category Variable label Before After Unit Average characteristics of the bus line in the area average travel time (terminal to terminal) [min] average length of bus line (terminal to 21,8 21,8 [km] terminal) average number of stops (terminal to terminal) [number] total seat-km per workday (both directions) 18,320 18,320 [seat km per workday] total number of links per workday and Not Not [number of direction possible possible links] to know to know average passengers per bus* 11,61 12,10 [pass./bus] * In the case of Burgos, it is possible to know the average passenger per bus in terms of % of occupancy 36

37 GAMONAL AREA (LINES 4, 8, 11, 16, 20 AND 22) Category Variable label Before After Unit Average characteristics of the bus line in the area average travel time (terminal to terminal) average length of bus line (terminal to terminal) average number of stops (terminal to terminal) total seat-km per workday (both directions) total number of links per workday and direction 4: 30 minutes 8: 30 minutes 11: An hour 16: 40 minutes 20: 30 minutes 22: 40 minutes 4: 14,2 8: 10,4 11: 11,2 16: 12,4 20: 10,6 22: 14,8 4: 49 8: 38 11: 38 16: 28 20: 23 22: 40 4: : : : : : TOTAL: Not possible to know average passengers per bus* 4: 32,48 8: 22,90 11: 19,42 16: 8,06 20: 6,10 22: 24,18 4: 30 minutes 8: 30 minutes 11: An hour 16: 40 minutes 20: 30 minutes 22: 40 minutes 4: 14,2 8: 10,4 11: 11,2 16: 12,4 20: 10,6 22: 14,8 4: 49 8: 38 11: 38 16: 28 20: 23 22: 40 4: : : : : : TOTAL: Not possible to know 4: 32,58 8: 23,07 11: 19,61 16: 8,06 20: 6,35 22: 24,56 [min] [km] [number] [seat km per workday] [number of links] [pass./bus] * In the case of Burgos, it is possible to know the average passenger per bus in terms of % of occupancy 37

38 UNIVERSITY AREA (LINES 5, 7, 22, 39 AND 80) Category Variable label Before After Unit Average characteristics of the bus line in the area average travel time (terminal to terminal) 5: 80 minutes 7: 80 hours 11: An hour 22: 40 minutes 39: 40 minutes 80: 30 minutes average length of bus line (terminal to terminal) average number of stops (terminal to terminal) total seat-km per workday (both directions) total number of links per workday and direction 5: 16,6 7: 15,4 11: 11,2 22: 14,8 39: 14,6 80: 23,4 5: 50 7: 46 11: 38 22: 40 39: 42 80: 39 5: : : : : : TOTAL: Not possible to know average passengers per bus* 5: 44,5 7: 34,12 11: 19,41 22: 24,18 39: 31,68 80: 26,41 5: 80 minutes 7: 80 hours 11: An hour 22: 40 minutes 39: 40 minutes 80: 30 minutes 5: 16,6 7: 15,4 11: 11,2 22: 14,8 39: 14,6 80: 23,4 5: 50 7: 46 11: 38 22: 40 39: 42 80: 39 5: : : : : : TOTAL: Not possible to know 5: 44,62 7: 34,23 11: 20,36 22: 24,56 39: 31,88 80: 26,73 [min] [km] [number] [seat km per workday] [number links] [pass./bus] * In the case of Burgos, it is possible to know the average passenger per bus in terms of % of occupancy The new data have been taken from the Mobility Observatory for the year 2015 (ITCL, 2015). of 38

39 7 Data processing and reporting 7.1 Common IEE performance indicators The information about changes in travel behaviour based on the before and after survey and the average trip length per person, average fuel consumption per vehicle and average CO2-emission per vehicle form the basis for calculating changes in fuelconsumption and CO2-emissions: and and and Four scenarios are calculated (Table 7-1): (1) The saved trips of the participants of the AMC campaign (2) Crossing up, if all contacted persons would participate (3) Crossing up, if the whole population of the implementation area would participate (4) Crossing up, if the whole population of the region would participate Table 7-1: Table IEE performance indicators Scenario (1) participants (2) All contacted (3) Whole population of the implementa tion area (4) Whole population of the City of Burgos Persons Number of saved car trips per week Number of saved car trips per year Average trip length [km] Travel mileage saved per year [km] average fuel consumption per kilometre [l/km] average CO2- emississon per kilometre [g/km] Saved fuelconsumption [l/a] Saved CO2- emissions [t/a] 1.300,00 743, ,20 3, ,32 0,07 184, ,45 22, ,00 963, ,64 3, ,78 0,07 184, ,16 28, , , ,00 3, ,20 0,07 184, ,12 178, , , ,00 3, ,20 0,07 184, , ,94 39

40 The direct effect because of the AMC campaign in the City of Burgos is a saving of 22 tons of CO2 per year. There is a potential of 3,019 tons savings of CO2 per year, if the residents of the whole City would be accessed. This is in line with the expectations in the project proposal, where a potential of 263 tons was forecasted. 7.2 Evaluation of individual targets at local implementation area level Additionally to the common evaluation procedure described above, each region defined strategic objectives, key output and quantifiable performance indicators of the individual AMC campaigns (see Table 7-2 and Table 7-3). Table 7-2: Specific objectives proposed according to description of work Implementation area specific objectives and key outputs To increase the use of the PT in the periphery targeted areas to the centre and vice versa To improve accessibility in these areas from home to PT stops mainly To improve the frequency and the availability of the services of the PT in order to try to adapt the timetables to users. To decrease road traffic induced CO2-emissions To promote the PT over the use of the private vehicle Specific key outputs proposed according to description of work AMC-campaign conducted with at least 500 participants AMC campaign achievements 22% of participants stated to have increased their pt use. Bus passenger counts recognized an increase of passengers in the different lines. Bus passenger counts recognized an increase of passengers, and the 22% in surveys, which causes positive message to invest in the system. Bus passenger counts recognized an increase of passengers, and the 22% in surveys, which causes positive message to invest in the system. On average 2.6 trips were shifted by 22% of the participants. A total of 500 households visited and 325 people targeted in events. AMC campaign achievements 500 households, 1,300 participants in the AMC campaign received information material. Method of evaluation Interviews Bus passenger counts (Mobility Observatory) Bus passenger counts / Interviews Bus passenger counts / Interviews Interviews Recording at data base Method of evaluation Recording at data base 40