Addressing Air Quality and Mobility in Milan, Lombardia , and the Po Valley Region

1. Addressing Air Quality and Mobility in Milan, Lombardia, and the Po Valley Region International Lab: Italy 2016 01.06.2016

2. Regional problem lack of governance structure and appropriate regional mobility Communication Strategy Technological Innovation Conclusion Transportation Policy Green Building Governance Overview

3. Overview • Governance • Transportation Policy Recommendations • Technological Innovation Recommendations • Green Building and Sustainable Mobility Recommendations • Communication Strategy Overview Communication Strategy Technological Innovation Conclusion Transportation Policy Green Building Governance Overview

4. Governance • Short Term Goals • Form a Planning Agency in LombardiaRegion • Create an official structure that brings together local agencies in the city (ATM, AMAT, ride-sharing, bike-sharing) • Cross-regional agencies outside of Milan Improve data collection for greater understanding of local and regional environmental and mobility issues Communication Strategy Technological Innovation Conclusion Transportation Policy Green Building Governance Overview

5. Southern California Association of Governments (SCAG) • 191 cities, 38,000 square miles • Develops long-range regional transportation plans • Sustainable communities strategy • Regional transportation improvements programs • Regional housing needs • Metropolitan Planning Organization (MPO) • Federally mandated regional transportation planning agency • Creates long-range regional transportation investment plans • Comprised of local government officials Communication Strategy Technological Innovation Conclusion Transportation Policy Green Building Governance Overview

6. Governance • Long Term Goals: • Creation of Regional Transportation Planning Authorities throughout Po Valley • Similar to a Metropolitan Planning Organization (MPO) • Could set precedent for further expansion outside of Lombardia • Create tax-sharing incentives to induce collaboration within neighboring regions Communication Strategy Technological Innovation Conclusion Transportation Policy Green Building Governance Overview

7. Transportation and Mobility Policies • Short-term(Local Level): • Active Transportation and Demand Management • Active Demand Management • Active Traffic Management • Dynamic Parking • Long-term (Requiring Regional Governance): • Expand Area C • VKT Fee • Infrastructure Communication Strategy Technological Innovation Conclusion Green Building Governance Transportation Policy Overview

8. Active Transportation & DemandManagement (ATDM) Communication Strategy Technological Innovation Conclusion Green Building Governance Transportation Policy Overview

9. Active Demand Management • Peak hour avoidance incentives • Changing departure time • Switching routes • Shift in transportation mode • Predictive traveler information • Real-time traffic & transit schedule • Estimated driving times • Dynamic pricing • Real-time traffic conditions Communication Strategy Technological Innovation Conclusion Green Building Governance Transportation Policy Overview

10. Active Traffic Management • Shoulder Use • Speed Harmonization • Queue Warning • Dynamic Merge Control • Dynamic Rerouting • Truck Restrictions • Construction Site Management • UK M42 Study ⇒ Shoulder use, speed harmonization • 26% NB, 9% SB travel time reduction • 27% NB, 34% SB increase in travel time reliability • German Strategies ⇒ “Junction Control” • 50% less congestion • 40% less ramp incidents • 10 km/h increase in vehicle speed Communication Strategy Technological Innovation Conclusion Green Building Governance Transportation Policy Overview

11. Dynamic Parking Management • Parking technology and flexible pricing • Sensors at each parking space • Apps, websites and text message • Prices go up when congestion is high • Prices go down in areas of less congestion • Use data to analyze traffic flow • Benefits: • Easy pay and park • Less congestion • Cleaner and safer roads • Better business for shops Communication Strategy Technological Innovation Conclusion Green Building Governance Transportation Policy Overview

12. Expand Area C • Consider extending Area C as a method for reducing traffic congestion • Conduct a cost-benefit analysis prior to the expansion of Area C • Calculate the amount of cars that will be affected for each increase in kilometers Communication Strategy Technological Innovation Conclusion Green Building Governance Transportation Policy Overview

13. Vehicle Kilometer Traveled (VKT) Fee • Drivers pay a fee for VKT based on congestion and GHG emission externalities, adjusted by Euro standard.   • Ideally implemented at a regional level. • Most pilot programs (i.e. OReGO) implemented at state level. • Regional implementation will discourage commuting using personal vehicles. • Long term alternative to excise taxes on fuel. Communication Strategy Technological Innovation Conclusion Green Building Governance Transportation Policy Overview

14. Infrastructure • Improve public transportation network: • Extend current network to increase jobs, market, and regional economic wealth • Expand bike infrastructure in suburbs to promote public transportation commute • Integrated ticketing system for all modes of transportation--bus, rail, sharing services Communication Strategy Technological Innovation Conclusion Green Building Governance Transportation Policy Overview

15. Technological Innovation: ENERGY STAR Rebate Program • American Recovery and Reinvestment Act of 2009 invested roughly $300 million to Energy Star Rebate program • Manufacturers  incentivized via potential sales • Consumers - seal was used as a branding tool to create awareness of the ENERGY STAR Rebate program. Communication Strategy Technological Innovation Conclusion Transportation Policy Green Building Governance Overview

16. Batteries, Tires, & Brakes • 13 % of all PM10 pollution in Lombardiaand 23% of all PM10 in Milan comes from tires and brakes. • 57% of all NOx pollution in Lombardiaand 63% of all NOx in Milan comes from diesel cars • Incentivize use of the following eco-friendlier car parts: • Subsidize high quality and low fuel consumption tires • Category A to C • Subsidize high performance brakes • Develop and subsidize solar flow batteries • Promote recycling of tires and batteries Communication Strategy Technological Innovation Conclusion Transportation Policy Green Building Governance Overview

17. Green Building and Sustainable Mobility Leadership in Energy and Environmental Design (LEED) v4 Certification • Integration measures between green building and mobility for maximum efficiency • Access to Quality Transit • Bicycle Facilities • Reduced Parking Footprint • Green Vehicles • Long-term Recommendations • Further promotion and training on LEED v4 certification • Tax incentives specific to location and transportation measures • Public-private partnerships between bike sharing/car sharing services and developers Communication Strategy Technological Innovation Conclusion Transportation Policy Green Building Governance Overview

18. Communication Strategy • Target Specific Demographics • Commuters outside Milan • Middle-aged car owners • Seniors • Modes of Communication • Traditional (Print/Radio/TV) • Non-traditional (Art, fashion) • Educational (smart phone and technology assistance) • Letter writing campaign Source: https://blogs.microsoft.com/firehose/2016/03/15/photographer-uses-lumia-950-to-shoot-street-style-at-milan-fashion-week/#sm.000hlr5bk15x7dsp10jnru7qwcp19 Communication Strategy Technological Innovation Conclusion Transportation Policy Green Building Governance Overview

19. Communication Strategy • Promote individual as well as societal benefits • Positive messaging is more effective than shame campaigns • Benefits of change vs. costs of the status quo Communication Strategy Technological Innovation Conclusion Transportation Policy Green Building Governance Overview

20. Summary • We recommend the following policies for reducing emission and congestion levels: • Short-Term Policy Recommendations: • Active Traffic Management • Expansion of Area C • Coalition Group in Milan • Long-Term Policy Recommendations: • Vehicle Kilometer Transportation (VKT) Fee • Infrastructure • Regional Transportation Planning Authority Communication Strategy Technological Innovation Conclusion Transportation Policy Green Building Governance Overview

21. Mille Grazie Adler, Kaitlyn Baron, Kevin Butts, Kristin Cudd, Robert Evans-Goldstein, Anna Flood, Colette Garcia, Angelica Gomez, Cristina Gong, Chengcheng (Abby) Hong, Jenny Hu, Yanran Lele, Safa Lindberg, Tyler Mayilyan, Ani Mendoza, Sandra Park, Diane Silva, Susannah Syed, Omair Schafer, Bret Thomas, Jared Ungureit, Sarah Vasquez, Shelbie Volkmann, Abby Weaver, Jamaul Yao, Mengjia Acknowledgements: Veronica Vecchi (Bocconi University) NiccoloCusumano (Bocconi University) Francesca Casalini (Bocconi University) Prof. Antonio Bento (USC) Communication Strategy Technological Innovation Conclusion Transportation Policy Green Building Governance Overview

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