Effective Strategies for Managing Planned Disruptions in City Transportation

1. How to Keep a City Moving During:a. Planned Disruptionb. Unprecedented Pressurec. The Inevitable!

2. Effectively Influencing Travel BehaviourIn a focused and measured wayConserving your energy Getting results Or just making friends and influencing people

3. What I hope to get through • TDM (or Tedium) • Travel Behaviour Change - what works for me and why • Why data is your best friend • Getting out there and doing it – applying to the everyday

4. The scope of aTDM programme Capacity Creation Infrastructure Schemes New Train Line CBD Shuttle Services Hard shoulder running Park and Ride Operational Management of network Organisation Shut downs Transport Ticketing (remove penalty) HOV lanes Traffic Management and operation Public holidays Marketing and awareness campaign Visitor guide & Journey Planner freight management Scheduling Construction timetable Signage Real time info Background Demand Marketing Campaign Journey planning tools CBD vehicle management Travel advice to businesses Stewards City Information guides Traffic management plans Road user charging Active Visitor programme CPZs Travel and Traffic Management Influencing Travel Behavior

5. The Fickle World of Travel Demand Management • Started out championing sustainability • Quickly moved to the financial imperative • Moved focus to accessibility • Saw a renaissance of the green agenda • Health took precedent • Urban economic viability took over • The Olympics came along bringing a critical need & budget ……Now it’s every single one of the above

6. Like Aristotle……….it’s nothing new

7. Key personal motivators for travel behavior change • Increase levels of active travel (health) • Reduce carbon emissions from transport (CO2) • Congestion reduction/car parking removal ($) • Journey time reliability (time)

8. Key internal motivators for getting buy in for TDM campaigns • Manage expectations – so that reasonable passenger and business expectations are set • Manage total demand at hotspots - reduce, retime, remode, reroute…spread the peak! • Help optimise the transport network – by providing all users with guidance on the most appropriate routes available (including non-intuitive) • Support reputation – a big one! • Provide legacy foundations – for long-term positive behaviour change (the most important one)

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14. The common approach with every program • Define the problem (DATA) • Obtain sign up and approval by internal stakeholders • Understand what you have to play with (capacity) • Define the audience (only the relevant one) • Identify the channels (only the ones that work) • Feed consistent and truthful information (one source of TRUTH) be consistent • Track response and ‘dial up’ where necessary

15. Developing your approach The right information (what’s your message?) At the right time (pre journey/on journey) To the right people (audience segmentation – not blanket) In the right way (chose your communication channels carefully)

16. Tell a really good story

18. CARS: LARGEST CONTRIBUTOR TO CBD CONGESTION • Traffic on roads • People travelling on roads 35% 62%

19. PREPARING FOR CHANGE: THE FOUR R’s

21. London Bridge – Underground

26. What happened? • A third of Londoners did something different during the Games • Olympic Games weekday behaviour changed 35% • Re-time the favourite of the 4Rs – followed closely by the reduce • 15% less traffic in central and inner London on highways • Record patronage: 62 million tube journeys, 35% increase • No meltdown

28. Legacy • 10 – 40 – 20 • Make it about them, not you • Every program will refine and develop the approach • Collaboration is absolutely key • Using every single lesson learned really helps • In chaos there is opportunity

29. “It seems absurd to claim that peak spreading and behaviour change that benefits all of society, is more complicated and difficult than a £16bn rail or road scheme that takes 10 years to build”

31. rose.mcarthur@mottmac.com