Chris Hamilton, Arlington Co. and John Martin, SIR joint presentation entitled Today\'s Crisis is TDM\'s Opportunity and Making the Business Case for TDM at the ACT International Conference September 1, 2009

1. 1 Today’s Crisis is TDM’s Opportunity” “Making a Business Case for TDM” John Martin Chris Hamilton

2. “Never Waste A Good Crisis” The reported mantra of President Obama’s White House Team

3. “Today’s Crisis Is TDM’s Opportunity” Our mantra at Arlington Country Commuter Services

4. Our Agenda Today’s Challenges 7 Ways We Leverage Them The Payoff Arlington County Commuter Services

5. Our Agenda Today’s Challenges 7 Ways We Leverage Them The Payoff Arlington County Commuter Services

6. Today’s Crisis: A New Global Environment The U.S. and the world are facing a new age – life as we know it will never be the same. Business as usual will not solve the transportation challenges we face. TDM has come into its own as a tool to address these challenges. ACCS is helping lead the way. Arlington County Commuter Services 6

7. Arlington County Commuter Services 7 Congestion TDM helps all modes move more people in fewer vehicles.

8. Energy TDM reduces consumption – (volatile prices, peak oil, exploding global demand)

9. Climate Change TDM reduces CO2 and other pollutants.

10. Arlington County Commuter Services 10 $ $ Shortage of Transportation Funding TDM costs little, gets maximum use of infrastructure with high ROI.

11. Demographic Shifts

12. Generational Matters 80,000,000 76,000,000 58,000,000 62,000,000 44,000,000 1982-01 1965-81 1946-64 1929-45 1909-28 Greatest Silent Boomer Gen X Millennial

13. Here Come the Millennials Gen Y or Millennials 1982-2001 8-27

14. Younger Generations “Work To Live” . . . …… 9-5 Work Schedules

15. Gen Ys’ (Millennials) - Lifestyle Shift To Urban Living

16. Younger Generations Are Not As Car-centric

17. There Go The Boomers Boomers 1946-1964 45-63

18. 80,000,000 76,000,000 62,000,000 45,000,000 Greatest Silent Boomer Gen X Millennial 1982-01 1965-81 1946-64 1929-45 1909-28

19. The “truth” about growing older: We change as we age

20. The warranty runs out:

21. Conclusion Two Largest Generations Ever Are Headed To TDM

22. Recession TDM more critical than ever Arlington County Commuter Services 22

23. County Government’s focus shifted Do more with Less!

24. Employers’ focus shifted Do more with Less!

25. Our Agenda Today’s Challenges 7 Ways We Leverage Them The Payoff Arlington County Commuter Services

26. Don’t Worry, The 7 Ways Are Not That Complicated

27. 1 Sell TDM As Timely Solution

28. Challenge=Opportunity Arlington County Commuter Services 28

29. Our Message A down economy, where everyone wants more with less, TDM is a value added solution… TDM is not a cost center but rather a corporate benefit – something companies can offer their employees… Arlington County Commuter Services 29

30. 2 Diversify Your TDM Operation

31. 31

33. Reduce the demand for parking

34. Provide for the maximum use of existing public transportation and HOV infrastructure

35. Improve air quality

36. Improve mobilityMission: To provide the most accurate, timely and useful information and services to residents, workers, and visitors in Arlington to increase the use of transportation options such as transit, biking and walking.

37. 33 How ACCS Operates Fifteen years of growth. Three full-time County employees. Three primary contractors, many smaller subs = 45 full-time employees dedicated to ACCS. Nationally recognized for innovations, leadership, technology, customer service and marketing. Contractors = Flexibility, innovation and speed.

39. Residential Services

40. Visitor Services

41. Site Plan Development Services

42. Commuter Stores

43. CommuterDirect.com

44. Commuter Info Center

45. Sales Support Center

46. Retail marketing

47. Bus Stop Info

48. ACCS Marketing / websites, Commuterpage.com

49. BIKEArlington

50. WALKArlington

51. Arlington Carsharing

52. ART / Metrobus marketingArlington places a priority on TDM by investing commitment, resources and money in this strategic business partnership. The MTP and Site Plan Conditions reflect serious policy support.

54. 11th year of operation

55. 580 employer clients, 131,000 employees – 67% provide transit benefit

56. 391 residential clients, 59,700 units – 85% market penetration

58. Assisted 212,400 walk-in customers

59. Won ACT Customer Service award in 2008

60. Opened 4th store in June 2008

62. 38 Distribution & Logisticsand Bus Stop Signage Distributed 550,000 transit schedules Placed transit info at 425 ART and 55 Pike Ride bus stops Installed 150 “take one” info display units at commercial and residential buildings

63. 39 Special Initiatives Bike Arlington, WALKArlington, Arlington Carshare

65. 12th year of CommuterPage.com

67. 18-month iRide Teen Transit initiative – received awards from APTA and ACT

68. ART lunch loop

70. 100% compliance in 2008

71. 12 new sites plans with TDM

73. ACCS Research Program Consultant Team

74. 45 Position TDM As A Best Practice – A Proven & Popular Business Strategy

75. 46 8 in 10 of Businesses Offer At Least 1 TDM Services 83% do at least one Q22: Check all the services or benefits that are available to your employees. For those not available now, indicate if you would consider or not consider offering it Source RideFinders

76. Arlington County Commuter Services 47 Local Business Leaders Support TDM If you had $100 to allocate across the following parts of Arlington County’s transportation system, how would you do it? Source: 2007 Arlington Business Leaders Study

77. 48 Arlington County Commuter Services Arlington County BusinessLeaders Would Allocate Almost Half of the County’s Transportation System Budget on Non-Road Alternatives & Services $46 n = 99 Q19: If you had $100 to allocate across the following parts of Arlington County’s transportation system, how would you do it? Source: 2007 Arlington Business Leaders Study

78. 49 Showcase High Profile Companies That Are Already Deploying TDM

80. 51 Package TDM’s Most Relevant* Core Benefits with Unassailable Evidence Relevancy – Based On What’s Happening Now

81. Arlington County Commuter Services 52 Recession May 2009 CEO Study on Transportation Issues

82. To what extent is each of the following an important reason why your company or organization offers this program or programs to your employees? Arlington County Commuter Services 53

83. 54 Employers See Many Benefits 55% 50% 34% 32% 31% 29% 23% 16% RideFinders 2009

84. TDM’s Core Benefits To help employees save money during a tough time Community responsibility- environment Recruitment and retention 4. Employee Productivity Footer Goes Here 55

85. TDM’s Core Benefits To help employees save money during a tough time Community responsibility- environment Recruitment and retention 4. Employee Productivity Footer Goes Here 56

86. 57 Help My Employees Save $ 55% 50% 34% Tier 1 32% 31% 29% 23% 16% RideFinders 2009

87. TDM’s Core Benefits To help employees save money during a tough time Community responsibility- environment Recruitment and retention 4. Employee Productivity Footer Goes Here 58

88. 50% of Virginia CEO’s say “Being seen as Green” is important Older Dominion Project Executive Survey, February 2008

89. Why?

90. Why? What’s In it For Me

91. When thinking about the companies that make the consumer products you regularly buy, how important are each of the following? Please use a scale of 1 to 5 where "1" is "not at all important" and "5" is "very important.“

92. “Caring about the Environment” Is Now A Factor In Corporate Reputations Offers quality products or services 60% 32% 92% Has low or competitive prices 88% 55% 33% 45% 39% 20% 84% Has a good reputation Treats their employees fairly 43% 35% 78% Is a good corporate citizen 32% 36% 68% Cares about the environment 33% 34% 67% Q3: When thinking about the companies that make the consumer products you regularly buy, how important are each of the following? Please use a scale of 1 to 5 where "1" is "not at all important" and "5" is "very important.“

93. How important to you is it that your employer has the following characteristics? Please use a scale of 1 to 5 where “1” is “not at all important” and “5” is “very important.”

94. “Caring about the Environment” Is Now A Factor In How Employees View Their Companies Q6: How important to you is it that your employer has the following characteristics? Please use a scale of 1 to 5 where “1” is “not at all important” and “5” is “very important.”

95. 1 in 3 would be more inclined to work for a “green” company

96. 6 in 10 think their current employer should be doing more to be environmentally responsible

97. Shameless ACT Session Plug Wed. 8:45 Session 25 “Harnessing New Ideas” Green Matters – New Rules for Marketing Green

98. Evidence You Can Use To Get Your Dept./ Program To Be Greener e TheGREENGap 61% State or Local government 80% 19% Perform Should Be How Industries Are Perceived and How They Perform at Being Environmentally Responsible

99. TDM’s Core Benefits To help employees save money during a tough time Community responsibility- environment Recruitment and retention 4. Employee Productivity Footer Goes Here 70

100. Indicate how much your organization has benefited from offering transportation services. Source: ACCS-ATP Client Study

101. Enhanced Employee Morale Arlington County Commuter Services 72 56% Q24a. In which of the following ways has your company benefited by offering these services or programs to employees?

102. Enhanced Employee Recruitment Arlington County Commuter Services 73 45% Q24a. In which of the following ways has your company benefited by offering these services or programs to employees?

103. Enhanced Employee Retention Arlington County Commuter Services 74 43% Q24a. In which of the following ways has your company benefited by offering these services or programs to employees?

104. Reduced The Need for Parking Arlington County Commuter Services 75 39% Q24a. In which of the following ways has your company benefited by offering these services or programs to employees?

105. Indicate how much your organization has benefited from offering transportation services. Source: ACCS CEO Study

106. Improved Productivity Arlington County Commuter Services 77 32% Q24a. In which of the following ways has your company benefited by offering these services or programs to employees?

107. Reduced Absenteeism Arlington County Commuter Services 78 18% Q24a. In which of the following ways has your company benefited by offering these services or programs to employees?

108. Reduced Operating Costs Arlington County Commuter Services 79 8% Q24a. In which of the following ways has your company benefited by offering these services or programs to employees?

109. 80 Ask for the Order Based on a “Crawl, Walk, Run” Approach

110. 81 Build Ongoing Relationships To “Up Sell” Additional TDM Service Use

111. 82 Start With Services & Programs That Are Popular & FreeCombining the Proportion Who Currently Offer and Those Who Don’t But Would Consider Offering 61% 57% 57% 56% 49% 48% 47% 46% 42% 35% 34% 23% 20%

112. TDM’s Core Benefits To help employees save money during a tough time Community responsibility- environment Recruitment and retention 4. Employee Productivity 83

113. 4 Assess and Measure Customer Satisfaction & The Overall Impact of Our Program

114. 85 Footer Goes Here Measuring Performance New Way Old Way Customers happy VMTs reduced Air quality impact # of brochures # of corporate clients # in database Outputs Outcomes

115. 86 Footer Goes Here Measuring Performance New Way Old Way Customers satisfied VMTs reduced Air quality impact # of brochures # of corporate clients # in database Outputs Outcomes

118. Measuring Satisfaction How satisfied are you? Rate 1-5 scale…

119. 90 Commuter Stores - More Than 90% of Customers Had a Good Experience 90% 97% 96% Q3: Think about the experience you just had in the Store today. How would you rate your overall experience in The Commuter Store? Source: 2007 ACCS Commuter Stores Study

120. ACCS Satisfaction Scores 5 or 4 Satisfaction Residential Services 79% Employer Services 75% Commuter Store 95% Commuter Direct (Individuals) 89% Commuter Direct (Corporate) 95% BikeArlington 59% WALKArlington 61% ART 85%

121. Measuring “How Satisfied” Is Not Always The Best Indicator

122. The “Net Promoter Score” Fred Rike - held

123. The “Net Promoter Score” How likely are you to recommend ART to your family and friends? The percentage of promoters (rating 9 or 10) 66% (all respondents) Less: - 15% The percentage of detractors (rating 0 through 6) Net Promoter Score51% 94 94

124. 51% 51% Net Promoter ScoreTM

125. 66% 66% Net Promoter ScoreTM

126. 71% 71% Net Promoter ScoreTM

127. 81% 81% Net Promoter ScoreTM

128. ? ? ? Net Promoter ScoreTM

129. ? 79% Net Promoter ScoreTM

130. Arlington County Commuter Services Satisfaction and Net Promoter Scores SatisfactionNet Promoter Residential Services 79% 62% Employer Services 75% 60% Commuter Store 95% 79% Commuter Direct (Individuals) 89% 82% Commuter Direct (Corporate) 95% 96% BikeArlington 59% 58% WALKArlington 61% 49% Average NPS for ACCS Service 79% 69%

131. 102 Our Services Deliver We Are Reducing Drive Alone Commuting

132. 103 Travel Mode to WorkArlington Residents – 2001, 2004, 2007 The drive alone share for Arlington residents appeared to have declined from 2001 (65%) to 2007 (55%). Growth has occurred primarily in transit. In 2007, bus/train accounted for 32% of weekly trips, compared with 24% in 2001. Arlington Residents 2001 n = 544 2004 n = 565 2007 n = 561 Q15 Now thinking about LAST week, how did you get to work each day. Source: MWCOG 2007 State of the Commute Survey

133. 104 Changes in Travel Mode Did users start or increase use of non-SOV modes since using ACCS services? Work ModeNon-work Commuter Stores 32%32% CommuterDirect (Indiv) 31%25% CommuterPage 55%43% BikeArlington ---- 33% Walk Arlington ---- 37%

134. 105 Changes in Travel Mode Did users start or increase use of non-SOV modes since using ACCS services? Work ModeNon-work Commuter Stores 32%32% CommuterDirect (Indiv) 31%25% CommuterPage 55%43% BikeArlington ---- 33% Walk Arlington ---- 37%

135. 106 Footer Goes Here Our Services Deliver We Are Reducing VMT

136. Each day ACCS removes 38,000vehicles from the region’s roads! 19,000 daily trips each a.m. and p.m. shifted to transit, car/vanpool, telework, bike, and walk TDM has an impact and is worth more investment

137. Put Impact Into Perspective 38,000 daily trips reduced – 19,000 each a.m. and p.m. Comparisons of scale – morning commute trips: 108

138. 109 Our Services Deliver We Are Part of Air Quality Solution

139. Environmental Benefits - 2008 542,000 daily VMT eliminated Shifts to non-drive alone modes and reduced VMT also help meet environmental goals and reduce Arlington’s carbon footprint In 2008, ACCS programs reduced: 65 tons of NOx 40 tons of VOC 64,000 tons of CO2 110

140. Arlington County Commuter Services 111 Our TDM Business Makes A Difference. All of this wouldn’t happen without us.

141. Arlington County Commuter Services 112 39% of employers said they would not have implemented TDM without our assistance

142. Arlington County Commuter Services 113 74% of property managers said they would not have implemented TDM without our assistance

143. 5 Package And Aggressively Tell Your Story

144. Package A “History of Success”The ACCS TDM Success Story 1993 to 2009 New Initiatives - 1993: The Commuter Store in Rosslyn * 1995: Sales staff at Arlington Transportation Partners – first full-time sales staff in VA * Telecommuting Pilot * 1996: Ozone Action Days * Metrochek Match * 1997: ACCS Strategic Plan * CommuterPage.com * CommuterDirect.com * 1998: “Arlington Metrobus” marketing campaign * 1999: Expansion of ATP Employer Services staff * 2000: Employer Commuter Choice CD ROM * 2001: Mobile Commuter Store * 2002: Renovation of Crystal City Commuter Store * 2003: Renovation of Rosslyn Commuter Store * 2004: Gov Grant: Pike Ride branding, signage and super stops * 2005: ATP’s Multi-Unit Residential Services * 2006: ACCS Research * 2007: Transportation Information Display Units * Relocation of Ballston Commuter Store/Bike Station * Bikesharing * New Mobile Commuter Store on RV platform * Slugging Marketing * 2008: Relocation Services * More Research * 2009: Web Sites Upgrade * More Research

145. 116 Share Your Research

146. Share Your “Impact” Story

149. 6 Look for Ways To Advance Your Influence

150. Get TDM Into The Plan Influence Landuse Planning

151. 7 Get The Right People On Your TDM Bus

152. 123 The ACCS In-house Team The ACCS team is a cross-functional organization of management and staff with clear-cut roles and responsibilities that runs TDM as a business.

153. Left Right Rational Emotional We Develop & Cultivate This Core Resource

154. Our Agenda Today’s Challenges 7 Ways We Leverage Them The Payoff Arlington County Commuter Services

155. The Big Off Sustained funding, even in difficult times . . . Arlington County Commuter Services 126

156. 127 ACCS Funding Needs 2008 - $6.5 M Retail ATP Call/dist Marketing

157. Arlington County Commuter Services 128 Where Our Operating Budget Comes From 48% CMAQ 26% State grants 13% County govt. 13% ACCS sales generated revenue

158. Arlington County Commuter Services 129 Our County Government Supports Us . . .

159. Arlington County Commuter Services 130 Where Our Operating Budget Comes From 48% CMAQ 26% State grants 13% County govt. 13% ACCS sales generated revenue

160. Let’s Look At A Recent County Budget Review Meeting

163. But wait, there’s more… Arlington County Commuter Services 134

165. Our Agenda Today’s Challenges 7 Ways We Leverage Them The Payoff Arlington County Commuter Services

166. Our Next Step: Taking ACCS and TDM to the Next Level

168. Population and employment growth

169. Commitment to sustainable development

170. No space to expand roadsWill require substantial growth in non-SOV use Pop: 2005 = 199,000 2030 = 243,000 (+22%) Empl: 2005 = 195,000 2030 = 258,000 (+33%)

171. 139 Commuters Residents Workers Arlington Commute Modes - 2005 & 2030Residents and Workers

172. 140 Today’s Crisis is TDM’s Opportunity” “Making a Business Case for TDM” John Martin Chris Hamilton