Project n EIE/05/009/SI2.419480 MIDAS Measures to Influence transport Demand to Acheve Sustanablty Delverable 15: Evaluaton Report Project Co-ordnator: Merseytravel, UK Partners: Transport & Travel Research Ltd ATC Bologna, Italy Aalborg Kommune, Denmark Nordjyllands Trafkselskab, Denmark Suceava Muncpalty, Romana Cork County Councl, Ireland SMTC Clermont-Ferrand, France POLIS, Belgum February 2009 Page 1 of 76
MIDAS Delverable 15: Evaluaton Report Prepared for Intellgent Energy Europe By Transport & Travel Research (TTR) Author(s) Davd Blackledge, Ank Bennett and Lesa Stephenson, TTR; wth contrbutons from all partners. Qualty Control Suzanne Can, Merseytravel Project Suzanne Can, Coordnator Merseytravel Project Number EIE/05/009/SI2.419480 Verson Fnal Verson Date March 2009 Fle locaton MIDAS project Last edted 19/03/09 February 2009 Page 2 of 76
CONTENTS 0 EXECUTIVE SUMMARY 5 Background 5 Evaluaton Report Fndngs 5 Impact ndcators 5 Atttudnal ndcators 5 Process evaluaton 5 1 INTRODUCTION 5 2 EVALUATION IN MIDAS 5 2.1 Indcators 5 2.2 Target profles 5 2.3 Analyss Framework and Data Collecton 5 3 AALBORG 5 3.1 General nformaton on the cty 5 3.2 Target area 5 3.3 Introducton to the measures mplemented 5 3.3.1 Descrpton of the measures 5 3.3.2 Objectves 5 3.4 Implementaton of the measures 5 3.4.1 Planned mplementaton of the measures 5 3.5 Evaluaton methodology and results 5 3.5.1 Indcators used for data collecton actvtes 5 3.5.2 Processes used to establsh the baselne data collecton 5 3.5.3 Summary of measures and results 5 3.5.4 Assessment of the success of each measure accordng to the TAPESTRY 7 stages of change model 5 3.6 Lessons Learnt 5 3.6.1 Barrers How they were overcome 5 3.6.2 Partcpaton of stakeholders 5 4 BOLOGNA 5 4.1 General nformaton on the cty 5 4.2 Target area 5 4.3 Introducton to the measures mplemented 5 4.3.1 Descrpton of the measures 5 4.3.2 Objectves 5 4.4 Implementaton of the measures 5 4.4.1 Planned mplementaton of the measures 5 4.5 Evaluaton methodology and results 5 4.5.1 Indcators used for data collecton actvtes 5 4.5.2 Processes used to establsh the baselne data collecton 5 4.5.3 Summary of measures and results 5 February 2009 Page 3 of 76
4.5.4 Assessment of the success of each measure accordng to the TAPESTRY 7 stages of change model 5 4.6 Lessons learnt 5 4.6.1 Barrers how they were overcome 5 4.6.2 Partcpaton of stakeholders 5 5 CLERMONT-FERRAND 5 5.1 General nformaton on the cty 5 5.2 Target area 5 5.3 Introducton to the measures mplemented 5 5.3.1 Descrpton of the measures 5 5.3.2 Objectves 5 5.4 Implementaton of the measures 5 5.4.1 Planned mplementaton of the measures 5 5.4.2 Devaton from orgnal plan 5 5.5 Evaluaton methodology and results 5 5.5.1 Indcators used for data collecton actvtes 5 5.5.2 Processes used to establsh the baselne data collecton 5 5.5.3 Summary of measures and results 5 5.5.4 Summary of results n terms of energy, emssons, transport and awareness 5 5.5.5 Assessment of the success of each measure accordng to the TAPESTRY 7 stages of change model 5 5.6 Lessons learnt 5 5.6.1 Barrers how they were overcome 5 5.6.2 Partcpaton of stakeholders 5 6 CORK 5 6.1 General nformaton on the cty 5 6.2 Target area 5 6.3 Introducton to the measures mplemented 5 6.3.1 Descrpton of the measures 5 6.3.2 Objectves 5 6.4 Implementaton of the measures 5 6.4.1 Planned mplementaton of the measures 5 6.4.2 Devaton from orgnal plan 5 6.5 Evaluaton methodology and results 5 6.5.1 Indcators used for data collecton actvtes 5 6.5.2 Processes used to establsh the baselne data collecton 5 6.5.3 Summary of measures and results 5 6.5.4 Summary of results n terms of energy, emssons, transport and awareness 5 6.5.5 Assessment of the success of each measure accordng to the TAPESTRY 7 stages of change model 5 6.6 Lessons learnt 5 6.6.1 Barrers how they were overcome 5 6.6.2 Partcpaton of stakeholders 5 6.6.3 Formal/poltcal decsons requred 5 7 LIVERPOOL 5 7.1 General nformaton on the cty 5 7.2 Target area 5 7.3 Introducton to the measures mplemented 5 February 2009 Page 4 of 76
7.3.1 Descrpton of the measures 5 7.3.2 Objectves 5 7.4 Implementaton of the Measures 5 7.4.1 Planned mplementaton of the measures 5 7.5 Evaluaton methodology and results 5 7.5.1 Impacts and Indcators used for data collecton actvtes 5 7.5.2 Processes used to establsh the baselne data collecton 5 7.5.3 Summary of measures and results 5 7.5.4 Assessment of the success of each measure accordng to the TAPESTRY 7 stages of change model 5 7.6 Lessons Learnt 5 7.6.1 Barrers How they were overcome 5 7.6.2 Partcpaton of stakeholders 5 7.6.3 Formal/poltcal decsons requred 5 7.6.4 Fnancng 5 8 SUCEAVA 5 8.1 General nformaton on the cty 5 8.2 Target area 5 8.3 Introducton to the measures mplemented 5 8.3.1 Bref descrpton of the measures 5 8.3.2 Objectves 5 8.3.3 Planned mplementaton of the measures 5 8.4 Evaluaton methodology and results 5 8.4.1 Impacts and ndcators used for the data collecton actvtes 5 8.4.2 Processes used to establsh the baselne data collecton 5 8.4.3 Summary of measures and results 5 8.4.4 Assessment of the success of each measure accordng to the TAPESTRY 7 stages of change model 5 8.5 Lessons learnt 5 8.5.1 Barrers - how they were overcome 5 8.5.2 Partcpaton of stakeholders 5 8.5.3 Formal/poltcal decsons requred 5 8.5.4 Fnancng 5 9 CONCLUSION 5 9.1 Conclusons of the mpact ndcators 5 9.2 Conclusons of the atttudnal ndcators 5 9.3 Conclusons of the process evaluaton 5 9.4 Comparsons at the local level, between the expected and the actual results 5 9.5 General concluson 5 February 2009 Page 5 of 76
0 EXECUTIVE SUMMARY Background Measures to Influence transport Demand to Acheve Sustanablty (MIDAS) responds to Key Acton VKA9 of the Intellgent Energy for Europe s (IEE s) STEER Programme. The prme objectve of ths three year project was to encourage transfer to less energy ntense modes of transport by optmsng the use of soft measures amed at reducng demand for prvate motorsed transport. Soft measures nclude nformaton and marketng campagns to encourage greater use of publc transport, cyclng and walkng, car clubs and car poolng, and moblty management ntatves. When appled to encourage greater use of sustanable travel modes, soft measures have the potental to make a sgnfcant contrbuton to the EU goals for energy savng set out n the Green Paper on Securty of Energy Supply and meet some of the ams of the Transport Whte Paper. Research shows that well conceved soft measures ntegrated wth other transport mprovements can reduce prvate car traffc by as much as 20%. The project began n January 2006 and fnshed at the end of December 2008. The 6 partner ctes: Lverpool (UK), Aalborg (DK), Cork (IE), Clermont-Ferrand (FR), Bologna (IT) and Suceava (RO), have mplemented ther moblty management measures accordng to the results of the consultatons they each carred out durng the frst year of the project. Ths report ams to evaluate the success of the measures mplemented. Evaluaton Report Fndngs The soft measures mplemented through MIDAS ncluded: nformaton and marketng campagns to encourage greater use of publc transport, cyclng and walkng, car clubs and car poolng, and other moblty management ntatves. Snce each of the sx MIDAS ctes have used a range of dfferent measures talored to ther specfc needs, the evaluaton of the measures has taken place wthn each cty, and only broad conclusons can be drawn across the consortum. Through the results of the evaluaton of the measures mplemented n each cty, t s possble to see that there has been a broad ncrease n the use of envronment-frendly modes of transport, and most mportantly the acknowledgment of the need to change travel habts has been regstered across the sx ctes. The key results of the measures are summarsed n the table below, for each cty. February 2009 Page 6 of 76
MIDAS cty Aalborg Key results 6% reducton n car use for one target group (KMD employees) compared wth a target of 2-3%. However, the stuaton s dfferent for students. Here prvate car ncreases ts share of daly transport by 0.6% despte efforts n MIDAS. Changes n students place of resdence are thought to have had an mpact on ths. Bologna 1% ncrease n the number of publc transport users and an ncrease of 40% for the bke hre servce. Clermont- 55% of survey respondents thnk the new Travel Gude can modfy ther Ferrand travel habts. 68% of respondents were unaware of the range of publc transport optons n the greater urban area before the gude was publshed. Cork 11% of survey respondents reported ncreased use of the tran, 9% ncrease n walkng and 8% ncrease n bus use. 7% of respondents sad that the soft measures nfluenced ther changes to more sustanable travel patterns. Lverpool 32% of respondents reported that the cyclng campagn had encouraged them to cycle more, ncludng 13% of prevous non-cyclsts. 72% of respondents thought the campagn promoted cyclng as a postve actvty that mproves health. There was an 8% ncrease n awareness of the Car Share scheme as a result of the campagn. Awareness and recognton of the TravelWse sustanable travel brand ncreased from 26% to 42% after the mplementaton of the MIDAS measures. Suceava The number of the respondents who would lke to use publc transport more nstead of the personal car has ncreased by 4%, and 3% sad that they are usng ther car less to go to work. The conclusons drawn below refer back to the ntal three man categores of ndcators used n MIDAS, and descrbed n the second chapter of ths report. They are: Impact ndcators Impact ndcators Atttudnal ndcators Process evaluaton The measures mplemented n MIDAS have resulted n sgnfcant ncreases n the number of persons usng publc transport: 1% n Bologna; 11% for trans n Cork and 8% for bus; Clermont-Ferrand s forecastng by 2025 an ncrease of 16% n people usng publc transport thanks to the Urban Travel Plan actons, whch nclude the Travel Gude mplemented n MIDAS. More people are walkng or cyclng: February 2009 Page 7 of 76
n Bologna there has been an ncrease of 40% for the bke hre servce; n Cork, 9% of people ncreased ther walkng; n Lverpool, 32% sad they were cyclng more after the mplementaton of MIDAS measures. n Clermont-Ferrand, ncrease of 14% for people walkng or cyclng by 2025 s expected. These changes logcally lead to a decrease of the use of the car n many MIDAS ctes. In Suceava, for example, the number of respondents who sad that they are usng ther car daly to go to work has decreased by 3%, whle the number of respondents who sad they use ther car only when they strctly need t has ncreased from 18% to 28%. There s no doubt that, as a result of the knds of measures mplemented n MIDAS, people are thnkng more of usng alternatve travel modes. The changes n use of dfferent modes n MIDAS wll have lead to reductons n energy consumpton and emssons. Changes have been modelled n 3 MIDAS ctes although t must be stressed that estmaton technques vary and t s not possble to compare results between ctes. Estmated energy savngs n the three ctes when results are upscaled from survey data to the relevant populaton are as follows: Aalborg - decrease n energy consumpton of 2,260 GJ/year, equvalent to the annual energy consumpton of 30 households. Bologna energy savngs 545 GJ/year Clermont-Ferrand 10% reducton n energy consumpton s estmated for 2025 thanks to all the actons of the Urban Travel Plan. Savngs n emssons are estmated to be: Aalborg (study corrdor): CO HC NO x PA SO 2 KMD (Employer) -581625-45075 -77225-10800 -5450 Students 13525 1050 1800 250 125 Net mpact -568075-44025 -75425-10550 -5325 g/year Bologna (whole cty): CO2 = -323 Mg NOx = -441 Kg Clermont-Ferrand (by 2025): 8% reducton n CO2 74% reducton n NOx and CH4 (manly due to clean vehcles) Atttudnal ndcators MIDAS ctes recorded changes n the travel behavour and atttudes thanks to the soft measures they mplemented. For example: In Aalborg, KMD employees tend to be more nterested n usng ther bkes and walkng, whle the share of the car trps has decreased. In Clermont-Ferrand, 55% of the respondents to the survey sad that the new Travel Gude could modfy ther travel habts. February 2009 Page 8 of 76
In Cork, the Travel Dary results showed that almost 90% of respondents n the target corrdor were usng unsustanable modes of transport (car) at the begnnng of the project, and that the majorty of these were sngle occupancy journeys to and from work (commutng). In the 2008 evaluaton survey, 13.5% of respondents ntervewed were usng more sustanable modes of transport. On average 7% of respondents sad that the soft measures nfluenced ther changes to more sustanable travel patterns, and 9% of respondents sad that MIDAS soft measures had made a dfference to ther travel patterns. In Lverpool the cyclng campagn proved successful n encouragng 'early adopters' and promotng cyclng as a postve actvty that mproves health and ftness (72% of people took ths vew). From these results, t s possble to assess that people are more and more aware of ther responsblty and of the role MIDAS measures can play n changng the envronmental mpact of ther travel behavour. Process evaluaton Concernng the processes undertaken to develop and mplement the MIDAS measures, a number of lessons can be drawn: Consultaton processes n the varous ctes, that amed to help the global desgn of the measures, were essental to effectve desgn. Publc acceptance of measures plays a key role n changng travel behavour. Careful defnton of the target audence s mportant to obtan the best results from consultaton processes. Consultaton wth the publc helps to understand people s motvatons and so ths knowledge can be used to nform and drect the awareness campagns for optmum effect. To acheve good results wth promoton campagns t s necessary to fnd the proper way to communcate,.e. to adapt the quantty of nformaton, the concept, and the means of promoton to the dfferent target groups. When desgnng a campagn, t s mportant to dentfy how knowledgeable the target group about the measure that s beng promoted. When launchng a questonnare t s mportant to consder the motvaton for people to answer t. Wth respect to the mplementaton of the measures, the target area chosen plays a great role n the future results to be observed. Another key pont s the mportance of the whole poltcal and nsttutonal context whch mpacts on the project and the organsatons that must cooperate to mplement t. Both Clermont-Ferrand and Cork had to set up nter-nsttutonal workng groups n order to mplement ther projects. The results of the MIDAS project show that there has been a postve start towards ncreasng use of sustanable modes of travel n the sx ctes. However, all the measures mplemented are complementary to the hard measures that provde the core transport servces and nfrastructure around whch soft transport mode solutons operate. Unless the core publc transport system, cyclng and pedestran nfrastructure provdes a qualty servce no promoton campagn can have a bg and lastng mpact on the number of people swtchng from car to envronment-frendly modes. February 2009 Page 9 of 76
1 INTRODUCTION The prme objectve of ths three year project was to encourage transfer to less energy ntense modes of transport by optmsng the use of soft measures amed at reducng demand for prvate motorsed transport. The role of the evaluaton s to determne f the ams of the project have been met, and f the measures mplemented are successful. The evaluaton of any project s governed by the overall objectves the project s tryng to address. Ths s expressed both n terms of the effectveness of the measures mplemented by the project and also n terms of the effectveness of the project s nternal ways of workng. The objectves of the evaluaton are to provde assessments of the mpacts of the MIDAS measures on publc atttudes and sustanable moblty. As part of the performance ndcators establshed at the begnnng of the project to measure success, three ndcators are specfcally related to the evaluaton of the project. These are: Publc atttudes Traffc reducton and energy savngs Assessment of consultaton and campagn technques The measures of success agreed for each of these 3 ndcators are gven n the table below: Crtera Publc atttudes Traffc reducton and energy savngs Assessment of consultaton and campagn technques Measures of success 100% ncrease n awareness of the contrbuton of MIDAS-type measures to sustanable moblty among target groups. 10-15% reducton n ndvdual use of cars and smlar reductons n energy consumpton for targeted groups. The success of each measure wll prmarly be assessed accordng to ts success n meetng stated objectves accordng to the partcular stage of the TAPESTRY 1 7 stages of change model that t s supposed to address. (Rasng awareness of ssue, acceptance of responsblty, percepton of optons, evaluaton of optons, makng a choce, expermental behavour, establshng habtual behavour.) Ths evaluaton report ams to show what has been acheved for each of those 3 ndcators, and to whch extend the ctes have succeeded n meetng the measures of success. 1 TAPESTRY was funded by the European Commsson under the 5 th RTD Framework Programme. It researched the specfc role of awareness campagns n changng atttudes, awareness and behavour n a broad range of contexts at the local and regonal levels across Europe. February 2009 Page 10 of 76
2 EVALUATION IN MIDAS Each cty has developed dfferent types of soft measures to address specfc needs and target audences. As such, evaluaton has taken place wthn each cty, and each partner has developed ther own framework and ndcators to evaluate the measures mplemented. 2.1 Indcators Three man types of ndcators were used: Impact ndcators Ths type of ndcator s the most tradtonal way of judgng the effect of the measures usng quanttatve ndcators. For these ndcators, MIDAS adopted the MAESTRO 2 and CIVITAS 3 ndcator lst, usng: Energy: Total energy use for the journeys and the change as a result of MIDAS. Emssons: Total emsson data for a selecton of standard pollutants, ncludng CO2. Transport: The number of trps, average trp length, modal splt and average journey speed that may be relevant dependng on the MIDAS measure. Atttudnal ndcators These ndcators try to evaluate more qualtatve data and use awareness and acceptance ndcators that were developed wthn the TAPESTRY project, as shown n the dagram on the rght. Process evaluaton Process evaluaton s conducted to assess the effectveness of the mplementaton methodology n each of the project stes. Ths s 2 DEFINE MAESTRO 3 DEFINE CIVITAS 7.Habtual behavour Long-term adopton of sustanable modes? 6.Expermental behavour Tryng out new travel choces? 5. Makng a choce Really ntend to modfy behavour? 4. Evaluaton of optons Is there actually a vable alternatve? 3. Percepton of optons Percepton of sustanable modes? 2.Acceptng responsblty Accept personal / corporate responsblty or relevance? 1. Awareness of problem Aware of the ssue of traffc congeston or opportuntes to change modes? February 2009 Page 11 of 76
conducted aganst the background of the nsttutonal and legslatve frameworks that operate wthn each cty and the mpact these have on the decson makng process. 2.2 Target profles In relaton to the campagns developed n MIDAS, the psychologcal profles of the target audences n terms of ntal levels of awareness and receptveness were mportant at the begnnng of the project as they determned how to develop and target the measures. The outputs of ths stage of the research were: Identfcaton of target audences Perceptons of brands and market postonng Estmate of potentals ncrease n the market for publc transport 2.3 Analyss Framework and Data Collecton As part of the evaluaton plan desgned at the start of the project, each cty had provded nformaton on the before and after data collecton they planned to carry-out. Ths was based on a basc analyss framework. The followng table was desgned as part of the evaluaton plan to help the partner ctes wth ther analyss framework: Pre-research Baselne / BEFORE AFTER General background data Data specfc to MIDAS measures Data specfc to MIDAS measures Qualtatve Informaton (process evaluaton, target profles and atttudnal data) Target profle elements that mght be most relevant for communcatons that are prmarly amed at the publc Use exstng data and documentaton. If no sutable baselne data s avalable a general survey may be needed. Contextual nformaton can be used for process evaluaton. Specfc surveys conducted wth the target populaton/groups lnked drectly to the measures Specfc surveys conducted wth the target populaton groups/journeys Quanttatve data (mpact ndcators) Use exstng data where possble. See f exstng data can be found n specfc form to be of use or conduct addtonal data collecton. Specfc surveys conducted wth the target populaton groups/journeys February 2009 Page 12 of 76
The followng sectons of the report gve nformaton on what knd of measures were mplemented n each cty, how they were evaluated, and what were the results. February 2009 Page 13 of 76
3 AALBORG 3.1 General nformaton on the cty Aalborg s the thrd largest Muncpal Dstrct n Denmark wth a populaton of approxmately 195,000 and a total area of 1.144 km². Approxmately 122,000 people lve n the Cty of Aalborg. The muncpalty ncludes about 100,000 workplaces mostly n trade and caterng, busness servces, local government (36.1 %) and the manufacturng sectors. 3.2 Target area The focus area of the project n Aalborg was the corrdor between the cty centre / waterfront and the unversty campus n the south east of the cty (please see map below). The waterfront and the unversty are both developng stes of the cty. Ths means that these are potental stes for nfluencng travel behavour by means of plannng and promoton. The corrdor between the stes s the man commuter corrdor between the cty centre and the unversty used by students and employees at the unversty. The majorty of the students lve wthn the MIDAS corrdor. Evaluaton n the corrdor s hghlghted on the map (red stretches are where car counts were made and blue stretches where bke counts were made). Fgure 1: Aalborg target area February 2009 Page 14 of 76
3.3 Introducton to the measures mplemented 3.3.1 Descrpton of the measures In August 2007, the marketng campagn was launched. The frst event n the campagn was called Angels n town where people, dressed-up as green angels, handed out marketng materal n order to rase awareness of the campagn web home-page 4. Onlne journey plannng and traffc nformaton was already avalable before MIDAS, but were ncluded on the new web campagn portal n order for the target groups to obtan electronc nformaton more easly 5. Other awareness rasng elements were TV and Cnema spots, rado spots and nformaton n and on buses throughout the cty. One-way nformaton was provded n the format of leaflets, TV/Rado/Cnema spots, bus commercals and fact sheets and was renforced at the road shows between September and November 2007. A Moblty Manager was recruted specfcally and vsted the MIDAS target groups at the unversty and at the large employer at the heart of the project, where nformaton packages were handed out drectly to staff and students. In addton, the Moblty Manager regularly provded nformaton to travellers through an nformaton stand at the bus termnal. 3.3.2 Objectves As dentfed n the second delverable of the project (D2), one of the objectves of mprovng the nformaton provded was to make t easer to use varous modes of transport. The objectve of replacng 2-3 % of all trps n the corrdor from car to a more sustanable mode of transport was dentfed as more than acceptable however, t s nevtable that ths replacement was not only gong to be due to nformaton systems, but also the marketng campagns and nformaton packages provded as well. The objectves of the nformaton package were to nform the target groups of where to get nformaton provded by the Cty of Aalborg and general nformaton about sustanable transport tself. The goal of ths package was to rase the awareness of at least 50% of the target group (n relaton to the baselne data collected n autumn 2006) on how to get traffc nformaton. The overall objectve was to acheve a change n atttudes towards sustanable transport, so that 50% of the target group n some stuatons saw publc transport, car sharng, car poolng and cycle use as good alternatves to the car. The objectve was to change the travel behavour wthn the target groups of the corrdor by 2-3 % and to postpone car ownershp for ths part of the target group. Increasng knowledge about car sharng and changng peoples opnon of car sharng scheme as an alternatve to the car wll, t s hoped, ultmately ncrease the number of car club users and thereby help to postpone car ownershp. 4 www.atlbnu.dk 5 www.aalborg-trafknfo.dk February 2009 Page 15 of 76
3.4 Implementaton of the measures 3.4.1 Planned mplementaton of the measures The measures were mplemented from early September 2007 and ran smultaneously wth the Unversty students startng after ther summer vacaton, n tme for the students startng ther new term. The new webste www.atlbnu.dk (a new cover page to the traffc portal n Aalborg) was launched, as was the marketng campagn (August 2007). The Moblty Manager worked ther frst day among the target group of students at the start of term and NT Lve had been launched a few weeks before. NT LIVE s a SMS servce that provdes bus passengers wth the actual arrval tmes of the buses. By usng ther moble phones, bus passengers can check the actual arrval tme of ther bus before leavng home. Hence, f t s to be a couple of mnutes late, users wll know n advance. 6 3.5 Evaluaton methodology and results 3.5.1 Indcators used for data collecton actvtes In order to provde the evdence of a quantfable measure of success of the MIDAS measures n Aalborg, mpact, atttudnal and process evaluaton ndcators were establshed. These are lsted as follows: Impact evaluaton ndcators: Number of cyclsts: cycle count n the unversty corrdor was conducted Number of passengers: passenger count n the unversty corrdor Traffc Volume : annual daly traffc on major streets n the area Traffc Safety: number of regstered accdents n the Unversty corrdor and measured aganst by the whole muncpalty Moblty ndcators for cyclsts n the project area: cycle paths, securty, and overall safety Energy and emssons: CO2, CO, PM10. Modellng based on counts and awareness surveys 6 To access NT Lve, users send a text message that says NT LIVE to the number 1204. Then, subsequently, users receve the nformaton about the servce whch has already started. The servce tself s free of charge; users only pay what they would normally pay to access GPRS nformaton va a moble phone. February 2009 Page 16 of 76
Atttudnal evaluaton ndcators: Awareness and acceptance/publc atttudes: - Internet based questonnare: behavour, level and demand - Atttude survey towards publc transport, traffc, the typcal cyclsts and the envronment - Focus groups concernng publc transport and cyclng as part of the marketng campagn Process evaluaton ndcators: Moblty ndcators for cyclsts n the project area: cycle paths, securty and safety along the Unversty corrdor Analyss of cty plans n Aalborg: cycle path plan, plan for new resdental areas and road Development plan 3.5.2 Processes used to establsh the baselne data collecton Web-surveys The frst target group conssted of frst year students at Aalborg Unversty, (at the teacher tranng college and at one upper secondary school n the corrdor). Ths target group contaned approxmately 3,000 people. The other target group was employees at a large company n Aalborg. Ths target group contaned approxmately 1,000 people. The make up of the target group n year 2006 and 2007 was very smlar, as shown n the table below. However the response rates of the target groups were smaller n 2007. Students 2006 Students 2007 Response rate 22 % 12.5 % Average age 21.1 years 21.6 years Percentage of women 54 % 54 % Average dstance to educaton 10.6 km 11.6 km Employees 2006 Employees 2007 Response rate 37.6 % 11.9 % Average age 44.5 years 44.5 years Percentage of women 34 % 32 % Average dstance to workplace 18.4 km 16.7 km The reason for the dfference n response rate was based on the fact that students n 2007 appeared less motvated to complete questonnares than the frst year group of 2006. For KMD employees, the 2006 questonnare was regarded as more nterestng to them as they could suggest solutons for mplementaton durng the MIDAS project. The 2007 questonnare provded less opportunty for ths as t was solely for evaluaton purposes. February 2009 Page 17 of 76
Bus Passenger Counts As part of the before evaluaton a number of passengers were regstered n two prmary bus lnes n the corrdor. The regstraton was carred out at the begnnng of November 2006 and was both a manual count and an automatc count wth the use of on-board countng system on the buses. The regstraton was carred out over three weekdays. The two bus lnes almost cover the corrdor completely, but there were other lnes that operated n the corrdor too. The two bus lnes n queston run from the cty centre to the unversty n an almost parallel route and are operated as cty buses. In a typcal rush hour there are 4 and 12 departures per hour respectvely. Lne 2 The numbers of passengers enterng and extng were counted manually on every fourth departure over the whole day for each bus stop. The total number of passengers s calculated on bass of these numbers. Lne 12 The total number of passengers enterng the buses was counted by the onboard countng system and regstered for each trp. In addton to ths, all enterng and extng passengers were counted manually on all departures between 7.30 and 9.00 and agan between 14.30 and 16.30 for each bus stop. In ths way t s possble to dstrbute the total number of passengers to the whole lne. Ths data was used for the evaluaton of energy and emssons. Modal shft /transfer to the buses have proved to be of no sgnfcance to the bus servce tself so energy consumpton of the buses s the same before and after the campagn. Cycle Counts Durng the MIDAS project, three cyclst counts were carred out n the Unversty corrdor to montor the number of cyclsts. The counts were conducted n May and June 2006, before the start of the project; n October 2007 (n the mddle of the project) runnng along sde the marketng campagn and n June 2008, at the end of the mplementaton of the soft measures. 3.5.3 Summary of measures and results Energy Emssons and energy consumpton n MIDAS corrdor are calculated by use of the EMME2 traffc model for Aalborg and the TEMA2000 emssons model by the Dansh Mnstry of Transport. Speed levels, traffc volumes by category, and lnk lengths are transferred from the EMME2 traffc model to TEMA2000 for the analysed scenaro and baselne emsson levels are calculated for the MIDAS corrdor. The modal choce of students (unversty and upper secondary school) and workers at KMD has been analysed before and after MIDAS. Based on these data and emsson calculatons the mpact of MIDAS has been assessed. As the man changes n relaton to modal choce are related to long dstance journeys, only a lmted part of the mpact s found n the MIDAS corrdor. It also seems that MIDAS February 2009 Page 18 of 76
measures are outmatched by macro trends - relocaton of KMD offces and changes n settlement patterns among students - makng t dffcult to determne the specfc mpact of MIDAS. Changes n publc transport use as a consequence of ths wll have a neglgble mpact on publc transport energy consumpton and ths effect s not consdered n the followng. KMD workers home - workplace trp lengths 25% percentle 50% percentle 75% percentle 85% percentle Before MIDAS measures 6.0 km 10.0 km 25.0 km 30.0 km After MIDAS measures 5.0 km 10.0 km 25.0 km 32.0 km The ncrease n PT can be put down to two dfferent reasons. Tran transport has ncreased whle bus transport has decreased. Once agan the change n locaton plays a key role. The current locaton s only about 2.5 km from the tran staton compared to 7 km before. So now t s much easer for long dstance commuters to use the tran. Compared to the prevous locaton n Aalborg East, the current locaton (at the waterfront) s poorly served by buses. Combned wth the reducton n average dstances to work t s understandable that the use of buses s now less than before. However, the stuaton s dfferent for students. Here prvate car ncreases ts share of daly transport despte efforts n MIDAS. Students home Educaton faculty trp lengths 25% percentle 50% percentle 75% percentle 85% percentle Before MIDAS measures 2.5 km 5.0 km 8.0 km 18.6 km After MIDAS measures 2.0 km 5.0 km 8.0 km 22.9 km Lookng nto the detals of the survey among students a lkely explanaton for ths can be found by lookng at changes n students' settlement patterns. The above table ndcates that more frst year students decde to lve further away from the unversty - maybe because the decson to move to central Aalborg s postponed. Subsequently, ths can explan the changes n modal choce. As noted, the man changes to modal choce are related to long dstance journeys and as a consequence only a lmted part of the mpact s found n the MIDAS corrdor. It also seems that MIDAS measures are outmatched by macro trends - relocaton of KMD and changes n settlement patterns amongst students - makng t dffcult to determne the specfc mpact of MIDAS. As changes n publc transport use by these only wll have a neglgble mpact on publc transport energy consumpton ths effect s not consdered n the followng. Takng the results of the above surveys t has been found that the change n annual energy consumpton for transport s a reducton of ~3,600 MJ/person for KMD workers and an ncrease of ~180 MJ/person for students. Changes are wthn the car user segment. Before MIDAS, about 64% of KMD workers total number of journeys and 10% students' total number of journeys were made by car. February 2009 Page 19 of 76
Up-scalng these results to all frst year students and all workers at KMD the total annual mpact can be estmated to be a decrease n energy consumpton by 2,260 GJ/year. Ths s equvalent to the annual energy consumpton n a lttle less than 30 households. Compared to the total energy consumpton for transport n the MIDAS corrdor (~375 TJ/year) the above changes have resulted n annual savngs of about 0.6%. Emssons Ths table shows the net mpact of emssons per year respectvely for KMD and Students. The emssons are calculated wth the same model as the energy consumpton. Transport CO HC NO x PA SO 2 KMD -581625-45075 -77225-10800 -5450 Students 13525 1050 1800 250 125 Net mpact (g/year) -568075-44025 -75425-10550 -5325 The pattern for all counts, except one, s the same. The number of cyclsts was reported to be hgher n 2007 than n 2006, but lower n 2008 than n 2006. It s not possble, therefore, to conclude that the MIDAS campagn has had an effect based on these fgures. However, the same pattern s revealed n the count for cars n three of the counts: Number of cyclsts pr. 24 hours Number 2.000 1.800 1.600 1.400 1.200 1.000 800 600 400 200 0 2006 2007 2008 Year Th Sauers Vej Olympasten Hadsundvej I Hadsundvej II Rshøjsvej Hassersgade Number of cars pr. 24 hours Number of Cars 10.000 9.000 8.000 7.000 6.000 5.000 4.000 3.000 2.000 1.000 0 2006 2007 2008 Year Hadsundvej I Hadsundvej II Rshøjsvej Hassersgade February 2009 Page 20 of 76
The objectve of transferrng 2-3% of all trps n the corrdor from the car to other modes of transport appears not to have been met when the tables above are analysed. However, f we look at the table below, based on the web-surveys of the target groups, the numbers are dfferent. Ths table shows the change n the share of car use for an average number of trps per person per week. Change n car use n summer and wnter months over average trps made per person Summer Wnter Average change KMD -6.23 % -6.18 % -6.21 employees Students +0.78 % +0.36 % +0.57 The results show that the share of trps made by the KMD employees by car has been lowered whle the same share of trps by car made by frst year students has rsen between 0.36 % and 0.78 %. Ths s based on the web-surveys whch lead to uncertanty of the actual results wthn the MIDAS-corrdor. Some possble explanatons for ths pattern follow: In autumn, more people are travellng because of how term tme educaton s arranged. In sprng, students have started the examnaton perod and are therefore not travellng as much to attend lectures as much The weather often deters people from makng unnecessary trps The followng three dagrams show the development n the number of accdents n the tme perods September 2006-May 2007 and September 2007-May 2008. The accdents are polce regstered accdents on the man roads n the MIDAS corrdor and nvolve pedestrans hence the term soft or vulnerable road users. Numbers of polce regstered accdents on the man roads n the MIDAS corrdor 25 20 15 10 Injured Severely Injured Klled 5 0 2006-2007 2007-2008 February 2009 Page 21 of 76
Numbers of polce regstered accdents n the Muncpalty of Aalborg 300 250 200 150 100 Injured Severely Injured Klled 50 0 2006-2007 2007-2008 Numbers of polce regstered accdents nvolvng soft road users on the man roads n the MIDAS corrdor and n the Muncpalty as a whole Soft Road Users nvolved n accdents 120 100 80 60 Corrdor Muncpalty 40 20 0 2006-2007 2007-2008 Socety: Awareness and Acceptance As mentoned earler, the ntegrated marketng and nformaton campagn was launched n September 2007 and contnued throughout 2007. In November 2007 a web-questonnare was sent out to the target groups n order to nvestgate the effect of the campagn, concernng prmarly, the nformaton level and the percepton among the target groups towards sustanable transport. The percepton was measured by the number of trps each week expected by the target groups. Level of awareness of the traffc and transport web-portal n Aalborg, (whch also contans nformaton on sustanable transportaton) has been ncreased for KMD and students respectvely wth 61% and 83 % level of awareness. In 2006, 39% of the KMD employees and 20 % of the students were aware of the transport web-portal (The objectve for the MIDAS project was 50 %). The awareness of the new RTPI (Real Tme Passenger Informaton) servce on moble phones, NT Lve, was 21% and 27% respectvely and the Moblty Manager was known by 7% of the students and 19 % of the employees at KMD. February 2009 Page 22 of 76
Students, Summer KMD, Summer 3,00 4,00 2,50 2,00 1,50 1,00 0,50 2006 2007 3,50 3,00 2,50 2,00 1,50 1,00 0,50 2006 2007 0,00 Bus Summer Car Summer Bke Summer Tran Summer Car Poolng Summer Walkng Summer 0,00 Bus Summer Car Summer Bke Summer Tran Summer Car Poolng Summer Walkng Summer 2006 1,70 0,57 2,74 0,32 0,15 1,80 2007 1,39 0,58 2,70 0,36 0,15 1,55 2006 0,25 3,35 1,14 0,03 0,30 0,65 2007 0,22 3,08 1,45 0,14 0,23 0,77 Students, Wnter KMD, Wnter 3,00 4,00 2,50 2,00 1,50 1,00 0,50 2006 2007 3,50 3,00 2,50 2,00 1,50 1,00 0,50 2006 2007 0,00 Bus Wnter Car Wnter Cyclng Wnter Tran Wnter Car Poolng Wnter Walkng Wnter 0,00 Bus Wnter Car Wnter Bke Wnter Tran Wtner Car Poolng Wnter Walkng Wnter 2006 2,39 0,62 1,90 0,32 0,17 1,76 2007 1,87 0,59 2,10 0,36 0,13 1,49 2006 0,45 3,61 0,66 0,04 0,30 0,62 2007 0,39 3,36 0,91 0,17 0,25 0,78 The fgure shows the average number of trps every week made n summer and wnter months by each target group n the 2006 and 2007 survey. Surveys were conducted n November 2006 and November 2007. Most remarkable changes can be seen among the KMD employees who tend to be more nterested n usng ther bkes and walkng n the 2007 survey, whle the share of the car trps has decreased. To test the second objectve: that there s a change n atttude towards sustanable transport so that 50% of the target group n some stuatons see publc transport; car sharng; car poolng and bke use as vable alternatves to the car, the followng was undertaken. Target groups were asked f they were nterested n car poolng should a colleague or co-student offer to drve them and f they would be nterested n jonng the car sharng scheme n Aalborg. The results are shown n the table below from the 2007 survey: Level of Interest n Car Poolng and Car sharng among Target Group 2007 Very nterested, nterested or maybe nterested : 2007 Car Poolng KMD employees Students 41.2 % 66.4 % Car Sharng KMD employees Students 26.1 % 53.0 % February 2009 Page 23 of 76
Level of Interest n Car Poolng and Car sharng among Target Group 2006 Very nterested, nterested or maybe nterested : 2006 Car Poolng KMD employees Students 47.3 % 71.8 % Car Sharng KMD employees Students 22.3 % 52.1 % Wth respect to the students, the objectves are met though ths s not the case for KMD. Snce the KMD employees are manly car users and thereby also car owners, these alternatves are not as attractve and flexble to them as they are to the students. Ths s also vsble on the modal splt calculated on the background of the web-surveys descrbed above and shown n the tables below: Modal choce (by annual mleage) among KMD workers Km/year pr person PT Car Bke Walk Before MIDAS 3.736 7.6% 83.0% 9.0% 0.5% After MIDAS 2.140 10.1% 77.9% 10.6% 1.4% Modal choce (by annual mleage) among students Km/year pr person PT Car Bke Walk Before MIDAS 2.532 58.7% 21.8% 17.1% 2.5% After MIDAS 2.716 58.3% 22.9% 16.9% 1.9% Even though the objectve for students has been met, the modal share of the car has ncreased from before the MIDAS campagn to after the campagn. Not only has the share gone up but the dstance travelled s also longer. The survey result ndcates that more frst year students decde to resde further away from the unversty - maybe because the decson to move to Aalborg s postponed. Ths s one explanaton for the changes n modal choce. 3.5.4 Assessment of the success of each measure accordng to the TAPESTRY 7 stages of change model In Aalborg the key measures of the marketng campagn, wth moblty manager and mproved web based and SMS nformaton servces wth NT lve have contrbuted to assst the target groups n reachng stage 6 of the TAPESTRY model; Expermental Behavour. 3.6 Lessons Learnt 3.6.1 Barrers How they were overcome Publc transport s not regarded as compettve when compared wth prvate car use. Car travel s generally preferred, despte the fact that t s not the most cost effectve opton. The man focus on ths barrer has been to nform focus groups about the fact that the car mght not, n realty, always be the cheapest soluton and to nform them about the alternatves to car use. The MIDAS project s ntegrated marketng strategy was developed n order to ensure that the target groups were nformed about these alternatves. Specfcally, the February 2009 Page 24 of 76
marketng strategy focused on the ndvdual, hence the role of the moblty manager engagng drectly wth ndvduals. Lack of awareness of sustanable transport alternatves became evdent through the consultaton exercse (as part of MIDAS work package 3). Both focus group ntervews and web-questonnares revealed a low awareness on certan aspects of nformaton and servces. The MIDAS marketng strategy was talored to rase awareness of how to get nformaton and to mprove nformaton servces n order to make the target groups able to make smarter choces about sustanable transport. The re-launchng of the traffc portal, NT Lve real tme passenger nformaton system on the moble phone, and the awareness campagn were mportant measures n order to overcome ths barrer. 3.6.2 Partcpaton of stakeholders The consultaton process has manly been used to create a pcture of two target groups whch have shown themselves mportant n the project corrdor namely frst year students and employees at KMD. The frst target group was made up of frst year students at Aalborg Unversty (at the teacher tranng college and one upper secondary school n the MIDAS corrdor). Consstng manly of young people lkely to purchase a car wthn a short perod of tme (f they dd not already own one) and also descrbed as new n town. Interestngly, 45-50 % of the entre populaton of young people lve wthn the MIDAS corrdor. The second target group was a group of employees at KMD a large company n the process of movng all of ts employees to a new offce at the waterfront n Aalborg. Ths target group was defned as people between 18-65 years. The group was selected because KMD has changed ther locaton whch was thought would open up opportuntes n terms of changes n staff travel behavour. The target group could be descrbed as typcal road users n ther commute to work. They were much more lkely to have a car than the frst target group. The specfc consultaton process was splt nto two man parts. Two focus group ntervews, one wth each target group and two web questonnares, one for each target group dstrbuted to the students by emal and to the employees at KMD on ther Intranet. There were two reasons for splttng the consultng process nto two dfferent parts: It s very mportant to have a face-to-face consultaton n order to obtan the rght knowledge about the target groups and ther requrements relatng to nformaton and ther atttude towards sustanable moblty. Focus group ntervews have been conducted wth success n prevous projects. as for example the elaboraton of the Traffc and Envronmental Plan (2005) and focus group ntervews on publc transport. The focus group ntervews were conducted n order to mprove the web questonnare partcularly n order to ask the rght questons. The focus groups, consstng of 5 and 7 partcpants, were conducted by an opnon research nsttute. The focus groups took place on 23 rd and 24 th November 2006. The web questonnares were elaborated by the Cty of Aalborg. They were launched on 6th November. It was a one month web-questonnare survey. February 2009 Page 25 of 76
Followng the two-month communcaton campagn n September and October 2007, a new Internet questonnare was sent out enablng evaluaton of the campagn results. Ths survey took place n November 2007. 4 BOLOGNA 4.1 General nformaton on the cty The muncpal area of Bologna covers an area of 141 km², and has a populaton of 372 500 resdents. The metropoltan area of the cty has nearly 600 000 resdents. Bologna s the man town of the Emla Romagna Regon, and s the centre of the most ancent Unversty of Europe (XI century). It s also an mportant nterchange cty n Italan natonal transport networks, as the cty s the only passage between North and South Italy. Bologna has an mportant Far Dstrct and a Conference Palace, and therefore attracts many busnesses to vst the area. Bologna hosts many ndustral companes of prmary mportance n the feld of mechancs, agrculture and food-transformaton. It has an nternatonal arport, Guglelmo Marcon Arport, whch deals wth over 3.5 mllon passengers a year, and has a very mportant ralway staton. Map of ATC s publc transport network and servce: February 2009 Page 26 of 76
4.2 Target area The MIDAS measures n Bologna nvolved prncpally the urban area wth regards to the measures for cyclng and car sharng. The nformaton campagn and the Moblty Gude ( Vademecum ) were addressed n general to all the users/potental users of sustanable transport servces n the Bologna catchment area, whch corresponds to the whole Provnce. 4.3 Introducton to the measures mplemented 4.3.1 Descrpton of the measures ATC, the transport operator of Bologna concentrated ther MIDAS measures on provdng approprate nformaton on sustanable moblty servces, on mprovng those servces accordng to the feedback they had receved from ther consultaton wth the publc and users. The sustanable moblty servces n Bologna nclude publc transport, car sharng, bke servces and cycle paths. One of the key measures n Bologna was an nformaton and awareness campagn that started to concde wth the European Sustanable Moblty Week n September 2007. The ATC campagn focused on: car sharng servce, bcycle use (cycle paths, bke hre servce, bcycle facltes), and the publc transport servce. ATC took ths opportunty also to enhance and wden servces offered from ATCttà Infopont that became a reference pont for all sustanable moblty servces. The C entro n Bc servce (free publc bke hre) has been mproved and enlarged by ATC, n cooperaton wth the muncpalty. Durng summer 2008, a total of 92 new bcycles were bought, ncreasng the scheme from 68 to 160 bkes. Currently, Bologna has about 20 pck-up ponts placed n the cty centre and n the mmedate perpheral area. As part of the measures to encourage cyclng, a study to mprove the exstng cycle paths and sgnng of them was carred out. In 2008, over 400 sgns n the hstorcal centre were nstalled to dentfy cycle paths wth useful ndcatons both for toursts and ctzens. Car sharng servce: The numbers of locatons and avalable cars were ncreased. The bookng system has been mproved to nclude the opton of bookng the car drectly va the webste. The on-board unts have been replaced wth more technologcally advanced ones. February 2009 Page 27 of 76
Some locatons have been moved followng suggestons from ctzens. Some cars were replaced wth small cars (Fat 500) that customers fnd more sutable for travellng n the cty. Moblty management agreements: Wth the man am of mprovng moblty n the cty centre and to ncrease the use of the free bke hre servce "C'entro n bc and car sharng servce, ATC agreed wth Bologna Unversty to gve specal terms to unversty employees and students: subscrpton costs were reduced and membershp was smplfed. In September 2008 ATC had an nformaton desk at the Alma Fest - the openng event of the academc year of Bologna Unversty. The am was to provde nformaton on: publc transport servce opportuntes and specal fares for students specal terms for students for jonng the car-sharng and bke hre servces E-mal was also used for the nformaton campagn: through the Unversty an e-mal was sent to all the students and employees nformng them on the opportuntes for sustanable moblty n Bologna. Informaton s also publshed on the Unversty web ste. Moblty Gude: ATC developed, desgned and publshed a moblty gude called "Carta della Mobltà". Ths gude ncludes comprehensve nformaton on all sustanable modes of travel avalable n the cty. The frst edton was publshed n 2007 and had very postve results among users; followng feed-back and suggestons a second edton was publshed n 2008 wth more nformaton on publc transport bus servces and better maps. 4.3.2 Objectves The overall objectve n Bologna was to ncrease the use of sustanable moblty servces through a promotonal campagn and an effectve gude contanng nformaton on all servces avalable n Bologna; to encourage bcycle and car sharng use; and to mprove and promote those servces to potental users. 4.4 Implementaton of the measures 4.4.1 Planned mplementaton of the measures The nformaton campagn was launched n September 2007 durng European Moblty Week. The frst edton of "Carta della Mobltà" was publshed n September 2007. The second edton was publshed n September 2008. The car sharng servce and free bke hre servce have been mproved creatng new locatons and enlargng the offer of bkes and cars. Agreement wth the Unversty was reached n September 2008, n order to offer specal terms to students and employees. February 2009 Page 28 of 76
4.5 Evaluaton methodology and results 4.5.1 Indcators used for data collecton actvtes In order to provde the evdence of a quantfable measure of success of the MIDAS measures n Bologna, mpact, atttudnal and process evaluaton ndcators were establshed. Impact evaluaton ndcators: Number of people usng car sharng: Car sharng company data base analyss Number of people usng bke servces (bke free rent, electrc bke rent, Parkng+ bke): Data from the management companes Emsson and Energy: CO 2, CO, PM10 etc.; Gga joule etc Atttudnal evaluaton ndcators: Awareness and acceptance of sustanable moblty servces: Before: Survey on publc transport, traffc and envronment, car sharng and bke hre servce knowledge and use After: Survey after the moblty sland realzaton and after the nformaton campagns Publc transport, traffc and envronment, car sharng and bke hre servce knowledge and use Process evaluaton ndcators: Reasons for not usng sustanable moblty servces (before and after) Reasons for startng to use the new sustanable servces (before and after) Opnon on nformaton gven from the nsttutons and the company concernng of the avalable servces (before) Opnon on the nformaton campagns concernng the avalable servces (after) 4.5.2 Processes used to establsh the baselne data collecton In order to collate baselne data n Bologna, the before evaluaton was carred out n 2006 by means of telephone ntervews. The after survey was agan conducted through telephone ntervews wth a sample of about 500 ctzens lvng n Bologna urban area. 4.5.3 Summary of measures and results Transport Overall results of the evaluaton carred out by ATC reveal an ncrease n the number of publc transport users by 1% and an ncrease of 40% for the bke hre servce. There was a decrease of 4% for users of the car sharng servce, but ths trend was reversed wth a new campagn towards the end of the project. February 2009 Page 29 of 76
Summary of the results Baselne data - Before evaluaton Urban publc transport passengers Results After evaluaton Dfference Percentage change 92 509 998 93 350 000 + 840 002 1% ncrease Car sharng subscrbers 1090 1051-39 4% decrease C'entro n bc subscrbers 1466 2404 + 938 40% ncrease Ths shft towards more sustanable travel habts s also confrmed by the postve trend of publc transport season tcket sales: 2006 2007 Dfference Percentage change Forecast 2008 Monthly tcket 199 991 207 335 7344 4% ncrease 208 000 Students monthly tcket 54 398 57 768 3370 6% ncrease 58 000 Annual urban season tckets 32 878 34 293 1415 4% ncrease 34 789 Bcycle use and paths percepton: Survey results show that the mprovements made to the cyclng network were well receved. The survey showed that people notced an mprovement n bcycle paths: 25,4% n terms of vsblty of the reserved lane; 32,8% n terms of sgnage on the ground; 11,5% wth regards to mproved sgnposts; 45,1% found an mprovement wth regards to the length (connectvty) and wdth of paths; 15,6% notced an ncrease n number of bke parkng racks The focus groups held to gather more specfc feedback on the qualty of the servces showed that some key factors played an mportant role when tryng to ncrease cyclng: 26,5% of respondents sad the safety of paths was most mportant 28,3% of respondents sad that enlargng the network was most mportant to them 13% wanted to see mprovements at junctons of extng paths 15,8% wanted to better nformaton and sgnage of exstng paths Data concernng C entro n bc servce subscrbers are encouragng. The ncrease n the number of subscrptons n 2008 s due partly to the ncrease n the number of dockng statons and bcycles but manly to the moblty management agreement wth Bologna Unversty, made n September 2008, whch allows non resdent students to use the servce and reduced subscrpton cost. February 2009 Page 30 of 76
Year Subscrptons durng the year 2005 812 812 Total subscrptons Percentage change 2006 654 1466 81% ncrease 2007 170 1636 12% ncrease 2008 768 2404 47% ncrease Car sharng: Data on car sharng shows clearly how dffcult t s to promote and expand ths servce. It s well known that gettng people to use ther own cars less s very dffcult. Because people are often not aware of the true costs of drvng and ownng a car, t s more dffcult to convnce them of the savngs that they can beneft from f they used a car from the car sharng scheme (car club). In fact, about 46% of respondents dd not gve an ndcaton of costs, and about 25% gave an ndcaton of less than 1000 per year. For these reasons, t s assumed that the respondents do not understand the possbltes to reduce ther costs by car sharng. If we compare data concernng the number of car sharng users from the before and after surveys, we notce that the number s more or less the same. From these results, t s clear that efforts to ncrease usage of the servce have to be addressed manly to people that do not have a car avalable. The nformaton campagn was launched n September 2008: frst results n these 2 months were 13 new subscrbers comng from the Unversty. The specfc campagn was amed at a nche of potental users, whch then enabled ATC to obtan a trend nverson wth a postve sgnfcant ncrease. Moblty management actons: As part of the survey, some questons were asked concernng the knowledge of the moblty management ntatves that ATC agreed wth companes to promote the use of publc transport amongst workers. The answers provded evdence that people dd not know of ths possblty and companes dd not promote ntatves to optmse home to work trps. These fndngs made t clear for ATC to work more on these types of ntatves that already obtaned good results wthn large companes and nsttutons. Energy Estmaton of the savngs: delta = -545 Gjoule Emssons Estmaton of the savngs: Change n CO2 = -323 Mg NOx = -441 Kg NB - ENERGY AND EMISSION SAVINGS: The soft and hard measures developed n Bologna were not appled to a restrcted area; consequently a specfc target group was not dentfed. Results obtaned are absolute and more sgnfcant because they relate to the whole Bologna urban area. The energy reducton (-545 Gjoule) has been estmated takng nto consderaton ncrease of publc transport passengers from 2006 to 2008 of about 840 000 trps that means an equvalent decrease n usng prvate vehcles. The same crteron has been used to calculate reducton of emssons consderng the decrease n prvate vehcle use. February 2009 Page 31 of 76
4.5.4 Assessment of the success of each measure accordng to the TAPESTRY 7 stages of change model In Bologna the key measures of the nformaton campagn, wth the moblty gude and mprovements to the car share and bke rental schemes have contrbuted to assst the target groups n reachng stage 6 of the TAPESTRY model; Expermental Behavour. 4.6 Lessons learnt 4.6.1 Barrers how they were overcome From the MIDAS experence, ATC learnt that t s not suffcent just to mplement sustanable transport servces n a cty, but t s essental to develop soft measures and actons to nform and rase awareness of the ctzens on the servce characterstcs and opportuntes. In Bologna, ATC created the moblty gude Carta della Mobltà as an answer to the need for a concse and complete nformaton tool on sustanable moblty n Bologna. Furthermore ATC now understands the mportance to reach potental users of soft modes servces wth specfc actons and campagns. The moblty management agreements wth the Unversty concernng car sharng and bcycle servces promoted durng the Unversty Alma Fest at the begnnng of the academc year gave, n just a few months, good results n terms of nterest and new subscrptons. 4.6.2 Partcpaton of stakeholders The partcpaton of stakeholders was a key factor for the actvtes development. Through the survey of ctzens ATC focused on the key ponts to be consdered n order to develop effcent servces, and understood n whch drecton they need to work to rase awareness and use of sustanable servces: mprove paths and servces for bcycles clarfy car sharng servce characterstcs provde clear and essental nformaton on sustanable servces to potental users The nvolvement of the Muncpalty was a further element for the success of the measures; the nformaton campagn developed n cooperaton wth the local authorty durng the European Moblty Week had a great mpact on the cty. February 2009 Page 32 of 76
5 CLERMONT-FERRAND 5.1 General nformaton on the cty The Grand Clermont area has a populaton of 400,000 nhabtants. The Urban Transport area has 300,000 nhabtants. The cty of Clermont-Ferrand tself has a populaton of 140,000 people. Car ownershp n ths area s average for the regon, wth averages of 1.3 per household n the whole urban area, 1.2 n the Urban Transport area, and 1.0 n the cty centre of Clermont-Ferrand. The densty of the populaton vares, wth 10,000 nhabtants per km² n the town centre, and less than 1,000 n the perpheral area. Clermont-Ferrand s naturally bounded by two nature reserves, ncludng a chan of volcanoes and mountans. Ths partcular geography has contrbuted to lmt the expanson of the cty and constrans development wthn the urban boundares. A sgnfcant characterstc of Clermont-Ferrand s the level of employment, wth 0.67 jobs per nhabtant n Clermont-Ferrand, and 0.42 for the whole of the Grand Clermont. Ths stuaton generates an mportant commuter flow, manly by prvate car. As such, n the urban area, 65% journeys to work are made by car, 6% by publc transport, 2% by bcycle, and 27% on foot. 5.2 Target area The target area for the SMTC was the Grand Clermont area, whch ncludes 107 Communes (a Commune s the smallest terrtoral dvson n France), and equates to a populaton of 400,000 resdents. 5.3 Introducton to the measures mplemented 5.3.1 Descrpton of the measures In Clermont Ferrand, three key measures have been developed. These are: a travel gude a travel conference a communcaton campagn for the Urban Travel Plan Map of Clermont urban area February 2009 Page 33 of 76
Travel Gude The Travel Gude s an nformaton tool on all publc transport servces and soft modes wth maps and schedules for the whole Grand Clermont area. The travel gude comprses 237 pages of colourful and detaled maps, gvng nformaton on all publc transport routes and servces. Travel Conference The Travel Conference s an nsttutonal consultaton process nvolvng all the authortes of the area whch have transport responsbltes. The process was launched n February 2007, wth the am of developng an ntegrated, global and sustanable publc transport network at the Grand Clermont scale, whch s a new plannng scale. Communcaton campagn for the Urban Travel Plan (UTP) The UTP s Clermont-Ferrand s reference document for transport polces for the next 15 years. Its am s to mplement a sustanable transport system, whch s envronmentally frendly, socally balanced and economcally vable. UTPs are statutory n France for towns wth a populaton of more than 100,000. Clermont Ferrand publshed ts frst UTP n 2001, and the revson process began n 2006 and should end n 2009. It s a transport plannng tool whch deals wth the mplementaton of many soft measures such as pedestransaton, walkng and cyclng facltes, publc transport servces, car parkng restrctons, park and rde facltes, etc. The man actons of the revsed UTP are the constructon of a second tram lne, the mplementaton of stronger bus routes, the constructon of park and rde stes at each ralway staton and man entrances of the cty, the development of ntermodal centres, the development of dedcated cycle paths and promoton of soft modes. The publc are nformed about these measues through the communcaton campagn developed as part of MIDAS to nform resdents, to get feedback on the proposed measures and to get people engaged n the process, leadng to a publc enqury n the sprng of 2009. 5.3.2 Objectves The Travel Gude ams to make people aware of all the components of local moblty n the Grand Clermont area. The Travel Conference ams to develop an nsttutonal coordnaton between local transport authortes to buld a global, ntegrated and sustanable transport network at the Grand Clermont scale. The UTP communcaton campagn ams to nform the populaton, to prepare the publc enqury and to nfluence travel habts. 5.4 Implementaton of the measures 5.4.1 Planned mplementaton of the measures The frst prototype of the Travel Gude was launched n sprng of 2006. Ths verson was then revsed and a fnal verson of the gude was publshed at the end of 2006 and dstrbuted at the begnnng of 2007. The usefulness of the gude was evaluated at the end of 2007 and at the begnnng of 2008. The Travel Conference was launched n February 2007, wth a frst meetng n June 2007. February 2009 Page 34 of 76
The Urban Travel Plan communcaton campagn began n November 2007, wth the XXI PT natonal meetng, then n a regonal commercal exhbton n September 2008 and durng the European Sustanable Moblty week. However, the key output of the communcaton campagn wll be at the end of the year and contnue untl sprng 2009 to prepare the offcal publc enqury. 5.4.2 Devaton from orgnal plan There has been no devaton for the Travel Gude, however, for the Travel Conference and the UTP communcaton campagn there has been a sgnfcant delay n mplementaton due to the local electons beng held n sprng 2008 and fnancal ssues at SMTC n autumn and wnter 2008. 5.5 Evaluaton methodology and results 5.5.1 Indcators used for data collecton actvtes In order to provde the evdence of a quantfable measure of success of the MIDAS measures n Clermont-Ferrand, mpact, atttudnal and process evaluaton ndcators were establshed. Impact evaluaton ndcators: Mass of atmospherc emssons Rate for each mode of travel Atttudnal evaluaton ndcators: Awareness and acceptance of sustanable moblty servces through the evaluaton of the Travel Gude by the means of a questonnare Process evaluaton ndcators: Evaluaton of the effectveness of the Travel Gude and of the Travel Conference 5.5.2 Processes used to establsh the baselne data collecton In order to collate baselne data n Clermont-Ferrand, three dfferent processes were used for each of the 3 dfferent measures descrbed prevously. For the Travel Gude, a dagnoss of the stuaton was carred out at the begnnng of the project. Ths process guded the desgn and concepton of the gude, and a questonnare was used to collate feedback on the prototype ntally and then to collate comments on the usefulness of the gude and the nformaton t provded For the Travel Conference, a dagnoss of the stuaton was carred out to assess the best way to overcome a number of nsttutonal barrers dentfed at the start of the project, and the results of what the Travel Conference has acheved at the end of the project. For the Urban Travel Plan, a household survey was conducted to collate baselne nformaton on travel habts and to seek partcpaton n the process and also to get nformaton on what the populaton s concerned about and wants for the future of publc transport servces n and outsde the cty. An urban multmodal model (MOSTRA) was also used to forecast the needs February 2009 Page 35 of 76
n terms of transport and set prortes for the new transport plan. It s mportant, however, to note that these last two actvtes were conducted outsde of the project, nevertheless, these have contrbuted to developng the MIDAS measures. 5.5.3 Summary of measures and results Travel Gude The Travel Gude was evaluated n the autumn 2008. Questonnares were dstrbuted to publc transport season-tcket holders as well as the whole populaton durng a regonal commercal exhbton. A total of 285 questonnares were returned and analyzed. One of the questons of the questonnare asked: Is ths gude somethng new for you? for whch 86% of the respondents sad yes. The man reasons gven for ths postve response were: all the PT networks are detaled (21%) there are many maps for roads and PT at each scale (15%) t s an exhaustve document (10%) However, 7% of the respondents also answered that the gude s not useful on a daly bass. To the queston Is ths gude easy to use? 79 % of respondents sad yes: 4% 1% 16% Yes No Yes and No No response 79% 74% of respondents sad that the presentaton of the Travel Gude was sutable for them. 52% sad ths gude was useful on a day to day bass. Manly because t s easer to plan journeys (25%), thanks to the nformaton on PT (17%), thanks to the maps (16%). When asked f the gude helped to make the use of publc transport networks easer, 65% of respondents sad yes. Furthermore, when asked Dd you know the publc transport networks of the Grand Clermont? 68% answered no. To the queston Can ths gude modfy your travel habts? 55% of respondents sad yes: 5.6% 39.6% 54.7% Yes No No response February 2009 Page 36 of 76
But t s mportant to note that most respondents to the survey are exstng users of the publc transport servces, rather than car users. As a whole, the objectve of the gude was to promote the use of publc transport, cyclng and walkng. From the results of the fnal evaluaton of the gude n September 2008, t s approprate to conclude that the Clermont-Ferrand Travel Gude has contrbuted to some extent to encourage resdents to change ther travel habts towards more sustanable modes of travel, through better nformaton on exstng servces. To summarse, the after evaluaton results revealed that: 86% of the persons asked sad the gude was somethng new 65% thought that the gude helps n usng the publc transport network 52% thought t useful n every day lfe 55% thought t could modfy ther travel habts Travel Conference Before the ntroducton of the Travel Conference, consultaton on projects was always done through blateral meetngs between transport authortes, as and when needed, and there was no global and ntegrated transport network at the Grand Clermont scale. The Travel Conference has brought the opportunty for the four local transport authortes of the Grand Clermont to buld a global network for the area, called the Grand Clermont multmodal scheme. It s too early at the moment to buld a new nsttuton, usng the bass of the Travel Conference, but t s the frst step to achevng ths. Some of the actons of ths Grand Clermont multmodal scheme have been mplemented, such as the ntermodal centres n La Pardeu and Les Pstes, the express bus lane between Pont-du-Chateau and Clermont- Ferrand, and the ncreased frequency for the north-south ralway. The Travel Conference has also resulted n the ntroducton of new ntegrated fares, between two transport authortes: the SMTC (transport authorty n Clermont-Ferrand) and the regonal councl. A new smart card was also ntroduced, wth a wde advertsng campagn. Another mportant outcome to the Travel Conference s the commtment of three transport authortes n January 2008, (the SMTC, the Regon, and the Department) to buld a multmodal node at the man ralway staton. Urban Travel Plan Communcaton Campagn The Urban Travel Plan Communcaton Campagn, the thrd key acton n Clermont-Ferrand, has suffered delays of mplementaton due to the local electons of sprng 2008 and the fnancal ssues that occurred n autumn and wnter 2008, as explaned prevously. Ths has resulted n late mplementaton, and therefore t has not been possble to evaluate the effectveness of the campagn. However, the qualty of the desgn and wde spread communcatons means used for ths campagn should prove successful, as the campagn was February 2009 Page 37 of 76
drawn usng prevous experence n Clermont-Ferrand, but also from other MIDAS ctes that had to go through smlar processes for the adopton of ther transport plans, such as Cork and Merseytravel. Examples of the materal used for the communcaton campagn on the UTP n Clermont- Ferrand: Brochure: Dsplay: Two summary gudes (36 pages and 16 pages, see below) of the Urban Travel Plan, whch explan the processes and measures whch are planned, were also produced n autumn and wnter 2008. 5.5.4 Summary of results n terms of energy, emssons, transport and awareness Energy In 2003, whch s the baselne year for the Urban Travel Plan as t s the most recent household survey, a consumpton of 236,159 Tonnes/year was recorded. February 2009 Page 38 of 76
Wth the mplementaton of all the UTP actons (urban multmodal model), t s forecast that by 2025, the energy consumpton wll be 211,335 Tonnes/year whch s a 10% less than 2003 and 8% less n real terms based on current trends. Emssons In 2003, there were 720,433 Tonnes/year of CO 2 emtted and 6,337 Tonnes/year of NOx and CH 4. The forecast for 2025 s about 662,840 Tonnes/year of CO 2 whch s 8% less than 2003, and 1,643 Tonnes/year of NOx and CH 4 whch s 74% less. The latter result s manly because the vehcles are cleaner and cleaner thanks to the European regulatons. Transport In the 2003 household survey, 65% of the populaton travelled by car, 6% by publc transport, and 29% by soft modes (walkng and cyclng). The estmates for 2025 (based on prevous trends and the lkely mpact of the polces of the revsed UTP) are: 61% of the populaton travellng by car, 7% of people usng publc transport, 32% for people walkng or cyclng. By 2025, n real terms based on current trends, the number of journeys by prvate car should decrease by 7%, the number of journeys by publc transport should ncrease by 16% and the number of walk or cycle journeys should ncrease by 14%. Socety: Awareness and acceptance The results of the Travel Gude questonnare showed that 68% of the respondents are not aware of the publc transport servces avalable n the Grand Clermont. Ths s an area whch needs the future attenton of the publc transport authortes n the whole Grand Clermont area. 5.5.5 Assessment of the success of each measure accordng to the TAPESTRY 7 stages of change model In Clermont-Ferrand the key measures of the Travel Gude and the Travel Conference, mplemented wthn the lfetme of the project, have contrbuted to assst the target groups n reachng stage 6 of the TAPESTRY model; Expermental Behavour. 5.6 Lessons learnt 5.6.1 Barrers how they were overcome For the SMTC of Clermont Ferrand, the man barrer to the mplementaton of soft measures was nsttutonal, whereby the dfferent authortes workng on the same terrtory dd not work together and strategcally plan ther measures. However ths barrer was overcome through the Travel Gude, and through the launch of the Travel Conference. Ths latter measure sgnfcantly contrbuted n breakng down the communcaton barrers between the dfferent nsttutons and helped them to collaborate on common ssues. It also establshed an ongong arrangement for meetngs and exchanges amongst the dfferent authortes. February 2009 Page 39 of 76
5.6.2 Partcpaton of stakeholders At the begnnng of the project, a lower response rate then expected for the Travel Gude questonnares ndcated a lack of engagement wth key stakeholders. Because of ths, SMTC re-launched the survey wth two specfc target groups: the publc transport season tcket holders who receved the gude through the post, and all partcpants of a 10 day regonal commercal event. And wth those specfc actons, the nvolvement of the stakeholders was much better. Wth regards to the Urban Travel Plan, all assocatons nvolved n envronmental matters, dsabled persons, and publc transport users were nvolved durng the consultaton process. The whole populaton wll also be nvolved n ths process through the publc enqury whch wll be held n sprng 2009. The am of the UTP communcaton campagn s to prepare ths publc enqury to have the better nvolvement of the stakeholders. 6 CORK 6.1 General nformaton on the cty The Populaton for the Cork Area Strategc Plan (CASP), whch ncludes Cork Cty, the metropoltan and rng towns wthn a 45 mnute commutng tme was 377,576 n 2006 and employment grew by 4.5% per annum for the perod 2002-2006. Gross Value Added per Capta (a dervatve of GDP) for the South West Regon s 45,000, approxmately 23% hgher than the natonal average. Ths s because of the hgh value producton of employees nvolved n the pharmaceutcal ndustres n the Cork area. Populaton densty s hghest n the Cty Councl area at 303 persons per hectare. The demographc profle of the CASP area shows that there are more females n Cork Cty than n the County and that the labour force partcpaton rate s hgher (61%) n the County than n the Cty (54%). The Sustanable Ireland Clmate Change Strategy 2004 estmated that CO 2 emssons would ncrease by 157% by 2010 and suggested that an ntegrated approach to transport and land use plannng should assst n achevng a more sustanable (and energy effcent) development for the country. Cork Area Strategc Plan (CASP) has embraced ths polcy and stated that a "total journey qualty" should be desgned to acheve a transfer of traffc to the ralway and other energy effcent means of transport. At present 96% of the natonal passenger transport s by road and car ownershp n Cork has ncreased to 1.6 cars per household n 2006 n the metropoltan area. The CASP Update 2008 found that there are substantal defcts n meetng the targets set n 2000. For example, traffc has ncreased by 170% on the N25 natonal road and by 140% n the Dunkettle Road tunnel between 2000 and 2006. Whle there has been a substantal ncrease n patronage on the ral servces, at the same tme there has been a decrease n bus passenger patronage to 90% of the 2000 fgure n mornng peak hours. Ths has resulted n a shft n the modal splt to more car drvers and car passengers. Map of the Transport Strategy for Metropoltan Cork: February 2009 Page 40 of 76
6.2 Target area The MIDAS target area s the East Cork transport corrdor from Cork Cty to Mdleton. Ths corrdor has been selected because there are opportuntes to stmulate a sgnfcant modal shft away from the prvate car to more energy effcent modes by buldng on and developng energy savng ntatves that are already n the course of mplementaton, namely: The provson of an ntensve suburban ral servce lnkng Mdleton and Cobh to Cork Cty by re-openng a dsused lne and enhancng servces on an exstng route; and The preparaton and adopton by the plannng authortes of detaled land use plans for that wll stmulate populaton growth n locatons that are close to the proposed statons on the ral network The 2006 census suggests that the populaton of the corrdor s about 46,000 persons. The exstng plannng polces for the area suggest that ths wll ncrease to about 70,000 persons by the year 2020. Wthn the corrdor average annual growth n road traffc has been 7.7% over the last 6 years. 6.3 Introducton to the measures mplemented 6.3.1 Descrpton of the measures As part of the consultaton task, the project undertook a Personal Travel Dary and Atttudnal Survey of resdents n the target area that were affected by the new suburban ral servce beng provded between Cork and Mdleton. As a result of the survey carred out n 2006, the project mplemented four soft measures relatng to a lack of nformaton, awareness, and coordnaton about more energy effcent modes of transport. These 4 measures are: February 2009 Page 41 of 76
the Cork Connecton brochure to promote nformaton; posters promotng awareness of energy effcent measures; walkng sgns n Cty Centre; and a Promoton Day to dssemnate nformaton about the soft measures. 6.3.2 Objectves The Travel Dary's objectves were: to assess the personal travel patterns of the resdents to dentfy the defct n provson of publc transport servces and the cyclng and pedestran facltes to analyse the resdent's atttudes to publc transport provson, energy effcent means of travel and awareness of the avalablty of publc transport optons. The objectves of the four soft measures ntroduced were to mprove connectvty and nformaton to the resdents (Cork Connecton Brochure); sgns showng the tme to walk to the tran staton n Cork Cty; publc transport posters at key employment areas and promoton day to dssemnate nformaton about the project. An evaluaton of some of the orgnal respondents was undertaken after the mplementaton of the soft measure to judge the effects of these measures on the target group. 6.4 Implementaton of the measures 6.4.1 Planned mplementaton of the measures A Travel Dary questonnare was sent by post to all resdents n the target area and ths was supported by press releases n the newspaper and rado advertsng n the area. Opportuntes were offered to resdents to reply va the emal addresses (on-lne) or by post. Of the 6000 households n the area, a 1% return rate for the questonnares was acheved. Followng ths survey, key stakeholders (local authortes and servce provders) formed a Stakeholder Steerng Group to dscuss the project and ths group asssted n makng decsons about the type of soft measures and how they were to be mplemented. The soft measures were mplemented n four dfferent target groups: The Cork Connecton Brochure was dstrbuted to the whole target area (East Cork). The Walkng Sgns were mplemented n the Cork Cty Centre only The Travel Optons Posters were dstrbuted to 18 key employers The Promoton Day was n the County Councl offces wth nvted guests and the publc. The Cork Connecton Brochure Ths colourful brochure gves nformaton on the publc transport servces avalable n East Cork, and gves a summary of the tmetables and costs. It was dstrbuted to the resdents of the target area of East Cork. February 2009 Page 42 of 76
Walkng Sgns to ral and bus statons A total of 12 sgns have been located throughout the cty centre, wthn a radus of a 30 mnute walk to the ralway staton. The sgns hghlght the tme n mnutes and drecton to the ralway staton. The scheme also encourages people to report any defects on routes, so that these are rectfed. Examples of the sgns used n Cork: Poster campagn Faster, cheaper, cleaner The poster campagn was targeted at car commuters n the ral catchment area. The poster focuses on energy effcent transport optons. 18 posters were dsplayed n hgh employment and promnent locatons n September 2008. Promoton Day The event was held at the begnnng of September 2008, followng the holday season. The am was to promote the MIDAS measures and other soft measures, and to rase awareness on sustanable travel and energy ssues. Dsplay used, and the promoton day: February 2009 Page 43 of 76
6.4.2 Devaton from orgnal plan The data gathered n the Travel Dary was used to assess the potental for change of the travel patterns and atttudes to the new suburban ral servce to Mdleton. The mplementaton of the ral project has been delayed by one year and wll now only be operatonal untl md 2009. Consequently an alternatve approach to the mplementaton of Soft Measures had to be devsed. So as to acheve the best results for MIDAS, the Soft Measures have been mplemented n the same ral corrdor as orgnally proposed, as ths corrdor s currently served by the Cobh ral lne. It s consdered that ths method s lkely to gve the best comparson for evaluaton purposes wth the data gathered usng the Travel Dary. Gven the sgnfcant amount of tme and resources dedcated to the development and mplementaton of Soft Measures, t has not been possble to develop a web based ntegrated travel package as orgnally envsaged. 6.5 Evaluaton methodology and results 6.5.1 Indcators used for data collecton actvtes In order to provde the evdence of a quantfable measure of success of the MIDAS measures n Cork, mpact, atttudnal and process evaluaton ndcators were establshed, for comparson wth the orgnal data gathered by the use of the Travel Dary. 100 of the orgnal respondents to the Travel Dary agreed to partcpate n the evaluaton process. An evaluaton questonnare was desgned and forwarded to ths group. 74 completed questonnares were eventually receved from ths group. Impact evaluaton ndcators: The change n each respondent s use of the varous modes of travel was establshed. Atttudnal evaluaton ndcators: The factors nfluencng the change of travel mode were establshed The factors remanng as barrers to change of travel mode were establshed Process evaluaton ndcators: Awareness of MIDAS Soft Measures was establshed Effectveness of each MIDAS Soft Measure n achevng a modal shft was also establshed 6.5.2 Processes used to establsh the baselne data collecton The orgnal Travel Dary data was analysed by RPS Consultng Engneers who prepared the MIDAS Survey Analyss Report n August 2007. It was not possble to use the full Travel Dary for the evaluaton of the soft measures because of tme constrants but more partcularly because of the lack of a mechansm to ensure that the orgnal respondents would carry out the Travel Dary process agan. An effectve evaluaton questonnare was desgned by RPS Consultng Engneers, based on ther knowledge of the orgnal Travel Dary results. 100 of the orgnal Travel Dary respondents agreed to complete the evaluaton process by completng the evaluaton questonnare. Eventually 74 completed questonnares were receved from ths group, usng e-mal and postal responses. February 2009 Page 44 of 76
6.5.3 Summary of measures and results Modal Splt 58% of respondents have not changed ther travel patterns/modes of transport 11% of respondents use the tran more 9% of respondents walk more 8% of respondents use the bus more In relaton to car use generally: 13% of respondents drve a car more 16% of respondents drve a car less ths corresponds to a 3% declne n car use, and correlates wth a 3% ncrease n persons travellng as car passengers 6.5.4 Summary of results n terms of energy, emssons, transport and awareness Energy Usng the baselne data collected through the before evaluaton actvtes, an energy report was prepared, from the Travel Dary results: 28.76 ltres/person/week were consumed. In vew of the fact that evaluaton was carred out usng a subset of the orgnal Travel Dary respondents, t has not been possble to derve an after level of fuel use per person/week, for comparson wth the orgnal. However the energy analyss carred out under MIDAS quantfes the energy savng whch can potentally be derved from a modal shft away from car use. The evaluaton under MIDAS also dentfed a modal shft as a consequence of the MIDAS actons. The energy report quantfed the reducton n fuel use attrbutable to a 1% modal shft from car to tran at 0.13 ltres/person/week whch s equvalent to a reducton of 0.5% n fuel use. Emssons The energy report derved from the Travel Dary results, establshed that there was an emsson level arsng from transport n the study area of 40.10 kg CO 2 /head/week n the before evaluaton. The stuaton wth CO 2 emssons s drectly comparable wth energy use above, for the after evaluaton. The evaluaton under MIDAS also dentfed a modal shft as a consequence of the MIDAS actons. The energy report quantfed the reducton n CO 2 emssons attrbutable to a 1% modal shft from car to tran at 0.31 Kg/person/week whch s equvalent to a reducton of 0.77% CO 2 emssons. Transport The before results of the Travel Dary Modal Splt are: Car (88.3%) Tran (3.4%) Bus (2.8%) Walk (3.2%) February 2009 Page 45 of 76
When dong the after evaluaton of the sample ntervewed, approxmately 11% ncreased ther use of the tran, 9% ncreased ther walkng and 8% ncreased ther use of the bus. Reasons for change of travel mode: Changes n employment/school/resdental crcumstances: 38% Publc Transport Improvements: 25% Cost of drvng/parkng: 16% Ftness/Health: 9% Other reasons ncludng road safety, envronmental awareness etc: 13% Barrers to change of travel mode: Unrelable Publc Transport: 27% Unavalable Publc Transport: 17% Poor ntegraton of Publc Transport: 17% Car requred for work purposes: 3% Mscellaneous reasons: 3% No response: 34% Socety: Awareness and acceptance The Travel Dary results showed that almost 90% of respondents n the target corrdor were usng unsustanable modes of transport (car) at the begnnng of the project, and that the majorty of these were sngle occupancy journeys to and from work (commutng). Travel Dary Results showed that respondents had a wllngness to consder alternatve modes of travel (publc transport). The challenge was to convert wllngness to change to actual behavour change. In the 2008 evaluaton actvty, 13.5% of respondents ntervewed are usng more sustanable modes of transport. On average 7% of respondents sad that the overall mplementaton of MIDAS soft measures nfluenced ther changes to more sustanable travel patterns. Addtonal Observatons: 12% of respondents who were aware of the MIDAS soft measures now use sustanable travel modes more. 3% of respondents who were aware of the Cork Connecton brochure use publc transport more. 6.5.5 Assessment of the success of each measure accordng to the TAPESTRY 7 stages of change model In Cork the key measures of the Cork Connecton brochure, the walkng sgns, the poster campagn and the promoton day have contrbuted to assst the target groups n reachng stage 4 of the Tapestry Model; Evaluaton of Optons February 2009 Page 46 of 76
6.6 Lessons learnt 6.6.1 Barrers how they were overcome The Travel Dary showed that there were a number of barrers to effectve publc transport n the target area: A lack of nformaton about the connectvty between publc transport operators. Ths was overcome by the preparaton of the "Cork Connecton" brochure gvng tmes and fares of all the publc transport servce provders. Lack of awareness of the walkng accessblty to the Tran Staton n Cork Cty. Ths was overcome by the erecton of 12 sgns showng the drecton and tme requred to walk to the Tran Staton, whch were strategcally located n the cty centre. A lack of awareness of commuters of the energy effcency benefts and range of publc transport servces provded n the target area. Ths was overcome by the producton of posters showng the energy effcency of publc transport (especally the tran servce) and the dstrbuton of these posters at 18 strategc employment locatons around the cty (man unverstes, hosptals, local authortes, lbrares and workplaces). A lack of co-ordnaton between servce provders and local authortes n the promoton of more energy effcent measures of transport. Ths was overcome by the creaton of the key Stakeholders Steerng Group and the Promoton Day, whch also ncluded press releases. 6.6.2 Partcpaton of stakeholders The project set up a key Stakeholder Steerng group comprsng the Cty and County Councl, the Town Councls of Mdleton and Cobh, the Department of Transport and the transport servce provders (Bus Ereann and Irsh Ral), two unverstes, and the polce. The Steerng Group met three tmes durng the project to gve drecton to the tasks and to acheve consensus on the project measures to be mplemented. Whle the Steerng Group was a very effectve co-ordnaton body, t was dffcult to acheve mplementaton of some of the soft measures usng the group because t took a long tme to acheve consensus, so t was more effectve to mplement ndvdual soft measures usng one of the stakeholders.e. the desgn and constructon of the walkng sgns n the cty centre by the relevant local authorty (Cty Councl) proved very effectve. 6.6.3 Formal/poltcal decsons requred The Promoton Day nvolved the presentaton of the project measures by the County Councl Mayor and councllors and the Strategc Polcy Commttee Charman was a member of the Steerng Group. Ths ensured that any decsons taken on the project had suffcent poltcal acceptance. Although the Stakeholder Steerng Group, who also asssted n achevng poltcal consensus (buy n), s a non statutory group and the CASP Update Plan s also non statutory, the MIDAS project outputs have been ncorporated nto the County Development Plan and the relevant lower level Local Area Plans, whch are formal government documents. The key Stakeholder Steerng Group wll be well placed to assst n the preparaton of future ntegrated transport plans for the target area and other transport corrdors. February 2009 Page 47 of 76
7 LIVERPOOL 7.1 General nformaton on the cty Lverpool, the focal pont for MIDAS n the UK, s n the conurbaton of Merseysde n the North West of England. Merseysde has a populaton of around 1.37 mllon (of whch 0.45 mllon lve n Lverpool). Merseysde covers an area of 645 km², wth a populaton densty of 2,118/km². In 2006, average car ownershp per person n Merseysde was 0.4, representng consderable growth n recent years, but stll sgnfcantly below natonal levels. The Gross Value Added (GVA) 7 per person for Merseysde has ncreased by 62% from 1995 to 2004, although n comparson to the regonal and natonal average over the same perod, t lags behnd consderably. The latest data for 2005 shows Merseysde s GVA per head has grown from 12,448 to 12,784, a rse of 2.8% aganst 3.1% n the North West and 3.6% for the UK. The GVA per head for Merseysde s 71.7% of the UK average. Weekly gross earnngs for Merseysde have consstently been below that of the UK natonal average. 7.2 Target area The target area, Lverpool, s one of fve dstrct councls of Merseysde (Knowsley, Lverpool, Sefton, St Helens, and Wrral). Map of the 5 Dstrcts of Merseysde: 1. Lverpool 2. Sefton 3. Knowsley 4. St Helens 5. Wrral 7 GVA measures the contrbuton to the economy of each ndvdual producer, ndustry or sector n the Unted Kngdom. February 2009 Page 48 of 76
7.3 Introducton to the measures mplemented 7.3.1 Descrpton of the measures In Lverpool, for each of the four broad soft measure categores developed n MIDAS, a number of measures were developed and mplemented: Educaton & Awareness: On-the road tranng to 4,500 young people, age 10-11 years. Natonal Tranng Standard for Cycle Tranng, Bkeablty Partcpaton & Consultaton: Study on the psychology of travel behavour, wth focus groups, hall tests, and large scale survey Informaton, Advce & Marketng: Developed marketng and awareness campagns (for cyclng, car share, car club, usng publc transport, etc) Developed new brandng for TravelWse Merseysde campagns Examples of the new brandng used by Merseytravel: Plannng & Co-ordnaton: Producton of a travel plan pack for use as a resource for organsatons lookng to develop and mplement ther own travel plan Workng wth developers, carred out workshops held wth dstrct planners, and the producton of a Supplementary Plannng Document (SPD) 7.3.2 Objectves The overall am was to conduct market research and test the effectveness of advertsng campagns to ensure that the 'TravelWse' campagn was effectvely postoned, targeted, montored and delvered. The purpose of the research n Lverpool was to rase publc awareness (MIDAS objectve was for a 100% ncrease n awareness of target group) of sustanable transport optons n order to mprove take up of publc transport, car sharng, cyclng and walkng as postve alternatves to sngle occupancy car use (MIDAS objectve February 2009 Page 49 of 76
was for traffc reducton and energy savngs for target group). Specfcally the objectves of each of the measures were as follows: Educaton & Awareness: to tran people to cycle more safely. Partcpaton & Consultaton: research to establsh who the people susceptble to change were. Once these people had been dentfed, campagns could be targeted on changng ther behavour. Informaton, Advce & Marketng: the purpose was to send out a consstent, welltargeted campagn message on promotng sustanable travel promotng brand awareness and loyalty. Plannng & Co-ordnaton: workng wth developers so that organsatons had access to a dp-n resource as and when requred. 7.4 Implementaton of the Measures 7.4.1 Planned mplementaton of the measures The frst phase requred wde scale partcpaton and consultaton wth people n the target area and nvolved an extensve study nto the psychology of behavour and behavour change. It ncorporated three research technques; focus groups; hall tests and a large scale survey. Phase two nvolved wde scale consultaton of target audences by way of pre and post campagn testng, the results of whch fed nto the brandng of TravelWse. The campagns were as follows: CYCLING : - July 2006 - 'Let s cycle nto summer, post campagn evaluaton - September 2007- 'Summer 2007 cyclng campagn, post campagn evaluaton CAR CLUBS: - July 2006, pre-campagn research - September 2006, campagn testng - December 2006, nterm campagn evaluaton CAR SHARE: - July 2006, pre-campagn research and market testng - December 2006, market testng - March 2007 nterm campagn evaluaton TRAVELWISE/Car free day/travelwse ral: - July 2006, pre-campagn research - August 2006, market testng - September 2006, post campagn evaluaton - August 2007, market testng - February 2008, post campagn evaluaton The producton of a travel plan for use as a resource for organsatons lookng to develop and mplement ther own travel plan was produced and made avalable to busnesses. Workng wth developers, land-use and dstrct planners (transport ntegraton) to explan the role of transport and accessblty n housng and employment ste development was also an area that was exploted n order to nform and promote the mportance of soft measures. February 2009 Page 50 of 76
7.5 Evaluaton methodology and results 7.5.1 Impacts and Indcators used for data collecton actvtes In order to provde the evdence of a quantfable measure of success of the MIDAS measures n Lverpool, mpact, atttudnal and process evaluaton ndcators were establshed. These are lsted as follows: Impact evaluaton ndcators Ar qualty, patronage, modal shft Atttudnal evaluaton ndcators Awareness, nformaton and usage of sustanable modes of travel: - Surveys to examne the effectveness of varous campagns (Car share campagn; It s Bke Tme campagn; Publc transport campagn targetng Estuary Busness park commencng; Car Free Day; Publc transport/ral marketng campagn); and surveys wth the busness communty The nnovatve Bkeablty cycle tranng was amed at makng cyclng more attractve and ncreasng the number of cyclng trps made. The am of the 2006 campagn was to rase awareness of cycle nformaton; encourage a postve percepton of cyclng and to sgn post to varous resources and opportuntes. In addton to the ams above the 2007 campagn also amed to encourage people to contact TravelWse for nformaton. The car club campagn amed at promotng a workng alternatve to car ownershp. The campagn needed to ncrease awareness n order to ncrease membershp, ncrease usage and reduce car ownershp amongst cty centre resdents and busnesses. Lkewse, the car sharng campagn needed to ncrease awareness and understandng of what car sharng was and looked to create a postve percepton of car sharng. It was expected that car sharng would ncrease generally and that as a consequence there would be an ncrease n regstraton of car sharers on the database from 350 to 2000. Wth respect to TRAVELWISE/Car free day/travelwse ral, there were a seres of adverts promotng ral use whch hghlghted the personal benefts of travellng by tran and promoted frequency, relablty and qualty. Campagns to promote the message of TravelWse specfc to ndvdual modes (bus, cyclng, tran and walkng) were promoted on bus back adverts where the overall am was to promote the personal benefts of makng 'smarter' travel choces. The desgn of these resources was nfluenced by key fndngs of campagn desgn and testng research n 2007. Process evaluaton ndcators Onlne survey: To montor nter ala, modal shft an on-lne survey was developed to assess the effectveness of newly mplemented travel plans. 7.5.2 Processes used to establsh the baselne data collecton The evaluaton work was carred out n 2006-2008 and was conducted n 2 phases: February 2009 Page 51 of 76
Phase 1 - Intal evaluaton phase. Ths phase of the research was used to understand where respondents were stuated on the TAPESTRY 7 stages of change model. Ths nformaton was then used to dentfy groups of people who were more lkely to be susceptble to changng ther travel behavour accordng to a selecton of more general atttudes and personal characterstcs. It was possble to establsh a 'catalogue' of language, atttudes and motvatons for use n desgnng and montorng the TravelWse campagns. Phase 2 - Campagn testng, mplementaton and evaluaton. The objectve of ths phase was to provde campagn testng, mplementaton and evaluaton support n the delvery of the TravelWse advertsng campagns whch were amed at those target audences hghlghted by the Phase 1 research. Each of the campagns beng run requred some or all of the followng; pre-campagn testng; market testng; post campagn evaluaton. CYCLING - The 2006 Campagn sgnposted varous cyclng opportuntes and resources beng promoted throughout the summer. Four hall tests were conducted n 3 dfferent areas of Lverpool where 285 self completon questonnares were admnstered and completed. In 2007, the advertsng campagn nvolved 7 separate bus back adverts on 300 buses across Merseysde and dfferent ral poster desgns at 218 stes. Also, to promote 'Bke week'; 'Bke tme'; and the provson of cycle maps. 312 On-street questonnares were completed. CAR CLUBS- The campagn was evaluated n the form of 300 on-street surveys. CAR SHARE - 300 on-street surveys were completed. TRAVELWISE/Car free day/travelwse ral - Roadsde, newspaper, magazne, and bus back advertsng. Hall tests n central Lverpool were conducted wth 105 questonnares beng completed and n 2008, 472 on-street questonnares were completed. 7.5.3 Summary of measures and results Transport Cyclng The campagn proved successful n encouragng 'early adopters' and promotng cyclng as a postve actvty that mproves health and ftness (72% of people took ths vew) n fact 13% of non-cyclsts reported that the campagn had encouraged them to cycle more. However, there was a low level of awareness as a consequence of the communcaton channels.e. where the advertsements were placed. Most lked were leaflets and adverts n local newspapers. Of all the campagn materal the cyclng 'leaflet, ncorporatng the slogan, 'It's Bke Tme!' was thought to promote the most postve vew of cyclng (73%) causng 32% of respondents to cycle more. Car Club Durng the pre evaluaton there was a low recognton of car clubs (18%) though 5% of those who knew what a car club was sad they would use a car club. Surprsngly, there was no ncrease n the recognton of car clubs (stll recorded at 18%) after the MIDAS measures were mplemented. However, recognton of car clubs was far hgher wth males (age 24-65) than females of the same age. 8% sad they would use a car club whch was a 3% February 2009 Page 52 of 76
mprovement and suggests that wllngness to try somethng new appears to ncrease wth an ncrease n awareness. Car Share Pror to the mplementaton of MIDAS measures, knowledge and awareness of car share was very lmted (only 1% of respondents were aware of car clubs) and few remarked that they would seek out more nformaton on car share n the future. After the mplementaton of measures there was an ncrease (up to 8% awareness) and of the total number of respondents 85% thought that car share was a good dea, 34% thought t would be a realstc opton for them. Agan, ths suggests that wth an ncrease n awareness levels, behavour change becomes more of a realty. TravelWse (Ral/Bus/Cyclng/Walkng) A low awareness and recognton of the TravelWse brand was evdent pror to the campagn (26%). After the mplementaton of the MIDAS measures ths ncreased to 42%. Moreover, young people of the target market (.e. 'convertbles') reported that the campagn made them feel more postve about each mode beng promoted whch s a very postve outcome. As part of the research and evaluaton of the TravelWse Merseysde programme a set of face to face surveys was desgned and admnstered n order to evaluate a Personalsed Travel Plannng (PTP) nterventon wth 3500 households n the Chldwall area of Lverpool. Intervews were conducted wth 200 respondents n each of three categores: households that partcpated n the PTP nterventon; households n Chldwall that were contacted but whch dd not partcpate n the PTP nterventon; households n a control area chosen as the closest possble match n terms of access to transport servces and soco-economc characterstcs. Wthn the group of partcpant respondents, 36 people were dentfeded who had changed ther travel behavour or stated that they ntend to change. The PTP nterventon appears to have accentuated the propensty for walkng, prmarly at the expense of car use, but also at the expense of bus use. Ral travel and cyclng also appear to have become more common as a result of the PTP project, but levels of use reman low, so the results are subject to greater uncertanty. In terms of number of trps the man changes for the partcpant changers are: Walkng: mode share ncrease from 22.1% to 36.6%, whch represents a relatve ncrease of 66% Bus: mode share decrease from 15.5% to 10.9%, whch represents a relatve decrease of 30% Car: mode share decrease from 56.4% to 44.5%, whch represents a relatve decrease of 21% When consderng the motvatng factors wthn the partcpant group t appears that the PTP nterventon has successfully captalsed on two specfc ssues. For changes between the motorsed modes the desre to reduce overall travel costs appears to have been the prmary motvaton for changng behavour, whch s not surprsng gven the backdrop of hgh fuel prces durng 2008. In contrast, the ncrease n walkng appears to have been prmarly motvated by the opportunty to ncrease or take advantage of the lesure and ftness aspects February 2009 Page 53 of 76
that walkng offers. Ths s reflected by feedback from partcpants who state that they have become more actve and become more aware of ther optons. The travel behavour results translate to the followng estmated levels of CO 2 emssons from personal travel: On average a typcal non-contacted non-partcpant produces 2.33kg of CO 2 per day from ther travel. A partcpant who has not conscously changed appears, on average, to produce 2.24kg of CO 2 per day,.e. about 4% less as a result of ther pre-dsposton to sustanable travel. The partcpants who have conscously changed appear to have reduced ths further to around 2.10kg of CO 2 per day, on average;.e. a further reducton of about 6.1%. It s clear that partcpants consder ssues around the transport system that s avalable to them to be more of a hndrance to changng travel behavour than obvous changes to the way that the PTP nteracton s managed. In partcular, the level of bus use n the whole partcpants group (.e. not restrctng to the changers ) s smlar to that n the nonpartcpants. When consderng the partcpant changers, there appears to be a decrease n bus use (though not as large as the decrease n car use) as these partcpants changed to walkng for short journeys. Ths, combned wth the detaled comments of both partcpants and nonpartcpants, suggests that a sgnfcant mprovement s requred n the standard of bus servces n the nterventon area for PTP (or ndeed any other nterventon) to make a substantal change n mode share towards bus. Another pece of research, wth the busness communty, regardng the effectveness of measures to address congeston (for example workplace travel plans) lnked to developng the case for a Supplementary Plannng Document (SPD), showed some very nterestng results. Some 60% of busnesses sad that they had experenced some negatve mpact on ther busness due to delays n delvery due to bad traffc ssues, and a thrd of those questoned beleve that the stuaton has deterorated over the last fve years. Furthermore, a large majorty of busnesses fear that delays have become worse, both for busness travel (90%) and for staff commutng (67%). 47% of employers questoned perceve delays due to transport problems or congeston as beng a problem for ther busnesses seeng t as a waste of tme for both staff and clents. 80% of employers dentfed that staff were sometmes held up gettng nto work, occasonally meanng that they arrved tred or stressed. On the other hand, employees appear to have become profcent at adaptng ther behavour to mnmse the mpact that transport delays have on ther work. As such, almost 60% have changed the way they travel to work, whlst others try to catch up on ther work throughout the day, or work later or through lunch hours. Less than 20% beleve they underacheve as a result. Socety: Awareness and Acceptance As a consequence of the mplementaton of MIDAS measures the level of awareness s reported to have ncreased for all measures (see above). The research provded an nsght nto the percepton of transport modes and the reasonng behnd modal choce. In ths way t was possble to understand people s motvatons and use ths knowledge to nform and drect the campagns for optmum effect. February 2009 Page 54 of 76
Study on the psychology of travel behavour helped to establsh a catalogue of language, atttudes and motvatons for use n desgnng and montorng TravelWse campagns. The research also dentfed that there was 30% of the populaton who were susceptble to change. Important motvatonal factors effectng modal choce were dentfed and these provded an nsght nto exstng perceptons of travel. The study also nformed Merseytravel that the most effectve way of communcatng the message of TravelWse was local rado and local newspapers. 7.5.4 Assessment of the success of each measure accordng to the TAPESTRY 7 stages of change model In Lverpool the key measures of the dfferent marketng campagns wth new brandng, the travel plans and the work wth developer and new plannng gudance have contrbuted to assst the target groups n reachng stage 4 of the TAPESTRY model; Evaluaton of Optons The results of the effects of the cycle tranng, however, shows that ths measure has contrbuted to assst the target groups n reachng stage 6 of the TAPESTRY model; Expermental Behavour 7.6 Lessons Learnt 7.6.1 Barrers How they were overcome A sgnfcant barrer wth respect to cyclng was that people were smply not takng-up cyclng. It was dentfed that the advertsng campagn needed to be better postoned.e. leaflets /local press nstead of adverts on the back of buses (as ths was not dentfed as a favoured place for adverts); campagns were targeted where the cyclng nfrastructure was good and the personal benefts of cyclng were quantfed (.e. cyclng saves you money - provde detals of the savngs va case studes) so as to provde people wth clear, concse nformaton about the benefts. A further barrer was that people dd not understand what a car club was. Therefore, t was agreed that n the future t would be mportant to clarfy the concept early on n the campagn and to promote the dea that t s good value for money. Thrdly, people thought that car share was not a realstc opton because of ssues relatng to avalablty and practcalty. Therefore, the feasblty of car share was specfcally promoted and groups of people susceptble to car sharng more closely targeted. Wth respect to TravelWse (Ral/Bus/Cyclng/Walkng) a barrer dentfed early on was that people dd not recognse the brand TravelWse. Testng vsual recognton was as mportant as prompted verbal recognton n the survey desgn. 7.6.2 Partcpaton of stakeholders As part of MIDAS, Merseytravel also conducted a Communcatons Audt, on ther communcatons strategy for the Merseysde Local Transport Plan (MLTP). The research was ntended to gather a snapshot of representatve vews across a wde range of people nvolved n some way wth the MLTP partnershp. February 2009 Page 55 of 76
The telephone ntervews were held wth partners, stakeholders and user groups. The workshop was amed at staff who mplement or support the MLTP polces n a more drect way, for example as engneers, polcy offcers, road safety offcers or TravelWse offcers. The am of both the ntervews and the workshop was to: understand the range of communcaton currently undertaken by MLTP hear vews over how effectve t s gather vews over potental mprovements assess communcaton needs nternally and externally. As part of the audt, a standard seres of questons was asked of ntervewees. These were asked n two ways: through telephone ntervews wth a selecton of MLTP s partners and stakeholders through group face to face dscusson at the workshop event. Responses were recorded ndvdually. A summary of these responses s provded here, broken down by the ndvduals areas of work. Insghts from the group dscussons are also ncluded here, wthn the responses: The need for ownershp A greater level of ownershp of the LTP s both desred and requred. There s wdespread recognton of the value of the LTP and TravelWse. There s also, however, a strong frst loyalty to the employer or area of work. Partners often see ther day job as beng ther role wth a dstrct councl or other partner, and the LTP role (and partcularly the communcatons role) as beng a bolt-on or extra. Equally, there was wdespread recognton that the LTP was often understood by mportant audences only n terms of sngle projects, rather than a coherent whole. Communcatons, whether through partnershp meetngs, workng groups, brefngs or wrtten materal was valued. However, t dd not seem to have generated the level of wdespread and deep ownershp that s requred for the communcatons strategy to be effectve. The need for clarty There s a pressng need for clarty, smplcty and accessblty n the language of the LTP. Documents, brefngs and concepts are often felt to be excessvely weghty, complex and hard to understand. Whle techncal documents are approprate for certan purposes, there was clear desre among all audences for a smple summary to be the startng pont of all communcatons. The need for co-ordnaton There s a need for greater co-ordnaton of communcatons. Ths apples to communcatons by the LTP partnershp and by the partners themselves. It apples also to the lnk between local (dstrct level), Merseysde-wde and natonal campagns. Greater co-ordnaton would allow MLTP to speak more easly wth one voce, usng a seres of consstent messages and supported by a network of spokespeople. February 2009 Page 56 of 76
7.6.3 Formal/poltcal decsons requred Merseytravel and the fve Merseysde Local Authortes (Knowsley, Lverpool, Sefton, St Helens and Wrral Councls) form the Local Transport Plan partnershp. TravelWse s the partnershp's campagn to help people on Merseysde make smarter travel choces. A steerng group, comprsng representatves of Merseytravel and each of the fve Merseysde Local Authortes shape the budget and programme for the campagn, under the gudance of the Merseysde Strategc Transport & Engneerng Group, whch comprses senor offcers from all the LTP partners. The poltcal approval comes va the Merseysde Strategc Transport and Plannng Commttee, whch comprses councllors from each of the LTP partner Authortes. Merseytravel s what s known as the Accountable Body, whch means they hold the purse, so all procurement and expendture has to be approved by the Merseysde Passenger Transport Authorty, the poltcal arm of Merseytravel. 7.6.4 Fnancng Each of the LTP partners contrbutes to the campagn budget, and a percentage of the Government s Integrated Transport Block, whch s a captal grant to the partnershp s top slced. The Merseysde TravelWse team also bd for funds to support partcular ntatves, a prme example beng the 346,000 from the Government towards the Bkeablty project, whch has formed a central part of MIDAS. Ths s the bggest cycle tranng grant n England. 8 SUCEAVA 8.1 General nformaton on the cty Suceava Cty les n the North-East part of Romana, 450 km from Bucharest, and has been the captal of Suceava County snce 1388. The muncpalty of Suceava, wth a surface of 52.1 km², les on the E 85 European road, on the Suceava rversde, n a hghland area stuated at a medum alttude of 400 m from the Black Sea level. The populaton of Suceava s 118,500 nhabtants at present, wth 287 nhabtants who own a car for every 1000 people. Map of Romana February 2009 Page 57 of 76
8.2 Target area The groups targeted by MIDAS actvtes are the ctzens, employees of publc and prvate companes, car owners, pupls of prmary and secondary schools and unversty students. 8.3 Introducton to the measures mplemented 8.3.1 Bref descrpton of the measures A varety of measures have been mplemented n Suceava wthn the framework of MIDAS. The provson of nformaton to rase awareness on traffc and envronmental ssues and on the level of polluton n the Low Emsson Zone (LEZ) and cty centre was a key measure for Suceava. Ths nformaton was made avalable on the Suceava Muncpalty webste: http://www.prmarasv.ro/ndex.php?opton=com_content&task=vew&d=246&itemd=93, and also through folders, leaflets, and adverts on the local rado. Specal promotonal actvtes to rase awareness regardng envronmental mpact of transport, were also organsed, and also to encourage walkng, cyclng and use of clean publc transport. Ctzens were nvolved n actons to promote alternatve transport modes and clean vehcles. Conferences and semnars about sustanable moblty took place twce a year n the unversty, schools, hgh schools and employment stes (wth partcpaton of prvate car owners, car dealers, traffc polce and the Envronmental Protecton Agency (EPA)); Specal events were organsed n the LEZ and the cty centre n order to promote t and to ncrease people s support for alternatve fuel vehcles and envronmentally frendly ways of travellng. Touch screen systems have been located n publc nsttutons to encourage and promote sustanable modes of travel. MIDAS and publc transport nformaton was made avalable on the VMS (Varable Message Sgn) located n the cty centre. Furthermore, local workshops n hgh schools, schools and publc nsttutons have taken place n Suceava n order to promote travel plans. A total of 5 school travel plans, 5 hgh school travel plans, 2 publc nsttutons and a prvate nsttuton travel plans have been mplemented and evaluated. Promotonal actvtes ncluded sendng nformaton on travel plans, alternatve fuels and sustanable ways of travellng at natonal level to Romanan assocaton of muncpaltes February 2009 Page 58 of 76