1

Influencing Travel Behaviour Projects in the Transport Consultancy Context Leanne Farrow

East Riding of Yorkshire Rail Station Travel Plans

2

Definition and scope

• A package of schemes to improve safety and accessibility to rail stations and the quality and ease of interchange

• For pedestrians, cyclists, public transport and car users –new and existing users

• Reduce unnecessary car use

Station DestinationOrigin Station

Rail Station Travel Plan Rail Station Travel Plan

Policy context

• Local Transport Plan 3

• National priorities (Transport White Paper 2011)

• Transport integration / ‘whole journey solutions’

• Localism agenda

• Local Sustainable Transport Fund (£0.945m)

3

My role

• Programme design

• Technical lead

• Project management

• Stakeholder engagement

• Prioritisation

• Auditing, surveying, data analysis – problem identification

• Scheme / solution development

• Negotiating funding

• Guidance for delivery and monitoring

Stakeholder engagement

• Key stakeholders?

4

Stakeholder engagement

• Key stakeholders?

� TOCs (Northern Rail and TransPennine Express) � Yorkshire Coast Community Rail Partnership� Bus operators � Internal teams � Businesses � Tourism bodies � Humber and Wolds Rural Community Council� Regeneration agency

Why is stakeholder engagement important?

Prioritisation framework

• 18 stations in the East Riding

• Funding available for 8 stations over a 4 year period

• Developed appraisal framework and assessment criteria

• Suitability, likely success, value for money?

• Red, Amber, Green assessment

5

Phased implementation

Scheme 2011/12 2012/13 2013/14 2014/15 TotalCottingham £5,000 £5,000

Driffield £5,000 £5,000Beverley £5,000 £5,000

Bridlington £5,000 £5,000Brough £5,000 £5,000Goole £5,000 £5,000

Gilberdyke £5,000 £5,000Howden £5,000 £5,000

Total £10,000 £10,000 £10,000 £10,000 £40,000

6

Methodology

Site audit / desk top research

Passenger surveys

Identify schemes

Funding and delivery

Monitoring

AT

OC

Na

tio

na

l P

ilo

t P

rog

ram

me

Gu

ida

nce

Station audits

• Identify constraints, problems and opportunities for improvements

• Station, immediate surroundings and routes to / from key origins / destinations

• Physical access, provision of infrastructure

• Multi-modal (interchange)

• Travel information

7

Passenger surveys

• Mode used to access station / on departure (establish a baseline)

• Origin (determine catchment areas, average distance travelled)

• Station specific, objective led – e.g. journey purpose

• H&S / planned resources / supervision of team

• LSTF project – more detail to provide evidence for funding bid

Measures / schemes

• Physical infrastructure improvements

• Safety schemes

• Station facilities

• Bus service alterations

• Information provision (multi-modal)

• Quality and legibility of interchange

• Marketing campaigns

• Input from TOC

• Costs (capital and revenue funding)

8

Scheme development – an example from Goole

Baseline mode split

8%

4%

15%

8%

4%

1%6%

52%

Bus

Car - drove alone

Car - got dropped off

Car - shared with someone else

Cycle

Taxi

Train

Walk

Scheme development – an example from Goole

• 22% of passengers surveyed wanted to see improved pedestrian crossings / access around the station

• 38% - more information on buses that serve the rail station

• 9% - additional cycle parking

9

Funding and delivery

• Modest budget

• Review LTP3 5 year Implementation Plan and Individual Transport Strategies

• Work with teams to align funding and implementation of schemes to support and compliment the RSTP measures – maximise impact and success of all investments

• LSTF – Goole

• TOCs – funding and delivery partner

• Action plan – responsibility, budget, timescales

Action Plan – an example from Goole

Measure Responsible Funding source

Cost Funding type

Timescale for delivery

Improved pedestrian crossing on Pasture Road

ERYC LTP3 Goole Strategy

£15,000 Capital 2013

Increase cycle parking

ERYC LTP3 Rail Strategy

£5,000 Capital 2013

Extension of opening hours for the ticket office

Northern Rail LSTF £75,000 Revenue 2013-2015

Marketing campaign and better bus information

ERYC with Northern Rail

LSTF £5,000 Revenue 2014

10

Targets and impact

• Derive change in person trips from station footfall data for each mode

• Average distance and DEFRA carbon conversion factors -> carbon savings

Mode Baseline mode split 2011

Target (% point change)

Target mode split 2015

Bus 8.0% 1.5% 9.5%Car 28.0% -3.5% 24.5%Taxi 1.0% 0.0% 1.0%

Cycle 4.0% 1.5% 5.5%Walk 52.0% 0.5% 52.5%Train 6.0% 0.0% 6.0%

Targets and impact

• 2013 interim survey

• New mode split – shift towards walking and cycling

• Comparison of person trips using baseline and new mode splits

• 15% decline in car trips

• 100% increase in cycle trips

11

Supporting delivery and monitoring

• Action plan for each station

• Guidance note for ERYC to manage delivery and monitor

Scheme 2011/12 2012/13 2013/14 2014/15 2015/16Cottingham

DriffieldBeverley

BridlingtonBroughGoole LSTF Interim

GilberdykeHowden

Key:Baseline Monitoring

After East Riding…

• Known technical expertise

• New clients

• Training staff

• Leading business development corporately

12

Questions?

Personal Travel Planning

13

What is Personal Travel Planning (PTP)?

� A technique that delivers information, incentives and motivation to individuals to help them voluntarily make sustainable travel choices.

What PTP isn’t!

� Cold calling

� Sales

� A survey

14

Why PTP works

PTP video

� For an overview of a PTP project in action please visit:

� http://www.youtube.com/watch?v=DYRX0oCrZ1A

28

15

The process...

� Recruit and train Travel Advisers

29

The process...

� Send introductory postcard

16

The process…

� Engage in a conversation

� Feedback mechanism

� Explore individual travel needs, barriers, motivations

• What are the potential motivations????

Motivations to change

Motivations to encourage change

Help the environment

Improve health

Save time being stuck in traffic Save Money

Travel independentlyA chance to relax

17

The process…

� Offer sustainable travel solutions

� Provide tailored information

� Personal challenges – the “call to action”

� Provide incentive (e.g. Taster ticket)

� Reward individual (prize draw)

33

Events

34

In the workplace...

In schools...

18

Outcomes

� Car trips ↓ 9%� Car mileage ↓ 5 – 7%� Bus use ↑ 10 – 22%� Cycling ↑ 26 – 30%� Walking ↑ 10 – 13%

� % of people walking / cycling / using the bus more for our PTP projects

Our success of promoting bus use

• Merseyside PTP project

� Over 25,000 households targeted over the three years

� Bus Challenge – to try the bus using a free week bus taster ticket and timetable information

� Year 3 – Targeted 10,000 households on PT corridor; around 1,500 taster tickets issued

� 55% of bus challenge participants redeemed their voucher (over 800 people)

� Arriva identified an 8% increase in patronage on targeted services (against regional decline).

36

19

i-Travel York

� A number of work-streams funded by LSTF

� PTP - the largest revenue funded project

� www.itravelyork.info

� PTP – a free personal travel consultation

� “Bringing i-Travel York to you”

PTP in York

� 18,000 households targeted throughout the summers of 2013 and 2014 in the Northern Quadrant

20

Events

� Stall at 50 community and workplace events throughout York

� Workplace – new stream in 2014

The numbers

Statistic 2013 2014 Combined

Total households participating, of which: 2,228 5,522 7,750

Residential 1,594 2,936 4,530

Community events 634 1,289 1,923

Workplace 0 1,297 1,297

Households engaged in programme 3,746 8,812 12,558

Households targeted in programme 6,355 11,721 18,076

People signing up to join the MyTravelYork 682 1,828 2,510

Resources distributed 11,342 18,524 29,866

Challenges issued 2,021 4,234 6,255

Incentives issued 1,842 4,480 6,322

21

Challenges

Self-reported behaviour change

22

Types of trips affected

-40

-30

-20

-10

0

10

20

30

40

50

Walking Cycling Bus Car

No.

par

ticip

ants

tha

t mad

e a

posi

tive

chan

ge o

f th

eir u

se o

f eac

h m

ode

by tr

ip p

urpo

se

Work

Shopping/personal business

Education

Leisure

Motivators and perceived benefits

� One of the biggest motivations for behaviour change? The visit from the Travel Adviser!

� (60% of those who reduced car-use citied the PTP as the reason for the change)

� 80% noticed benefits from changing their travel behaviour

Reason %Fitter / healthier 52%

Saving money 13%

Social / enjoyment 13%

More convenient 7%

other 16%

23

Customer satisfaction

A survey of 545 participants showed:

• 97% were ‘very’ or ‘quite satisfied’ with the service they received

• 99% rated the quality of information they received as ‘very’ or ‘fairly good’

• 98% rated the quality of information they received as ‘very’ or ‘fairly good’

24

Prize winners and ‘champions’

What next?

• LSTF extension - 2015/16

• Residential, community and workplace PTP

• Holgate Road corridor (west of York city centre)

48

25

Institution involvement

Chartered Institution for Highways and Transportati on (CIHT)

� Young Professionals Committee

� Continuing Professional Development (CPD)

� Work towards professional qualification (TPP / C Eng)

� Networking

� Great for CV

� Free for students to join!

www.ciht.org.uk

Questions?

26

leanne.farrow@jmp.co.uk

0113 397 9722

LinkedIn

Twitter @Leanne_Farrow

http://www.jmp.co.uk/people/staff/leanne-farrow

JMP “Forward Thinking”

http://www.jmp.co.uk/forward-thinking

Get in touch