goBerkeley 1 goBerkeley: Integrating TDM and Parking Management into Downtown Berkeley Monday, October 28 th, 2013 Steer Davies Gleave 970 – 355 Burrard Street Vancouver, BC V6C 2G Photo: Alta Planning + Design

goBerkeley Outline 2 Ι What is goBerkeley? Ι Outreach Strategy Ι Implementation Ι Preliminary Results Ι Lessons Learned Ι Next Steps

goBerkeley WHAT IS goBerkeley? goBerkeley 3

What is goBerkeley? 4 Key Program Goals and Objectives: Ι Reduce emissions and congestion by reducing circling for parking Ι Reduce emissions and congestion by encouraging transit, carsharing, cycling and walking Ι Improve the parking experience by making spaces available at destinations, matching time limits to drivers’ needs, and providing better public information Ι Understand how smaller cities can take on a coordinated parking and TDM effort the opportunities to fund a permanent program

goBerkeley Ι Client team and funders: Ι Consultant team: What is goBerkeley? 5

goBerkeley Project Location 6

goBerkeley Ι Very high parking demand in some areas and very little parking demand in others, and a system with confusing pricing and time limits ■ Proposed target of 65-85% occupancy within Downtown Berkeley ■ New meters installed with more payment options and clearer signage ■ Simplified pricing and standardized time limits Ι Employees of local businesses occupying public parking spaces for long periods ■ 1,000 free 1-year AC Transit EasyPasses for employees ■ Over $200 per business discount on City CarShare services ■ Access to information and resources to support use of non-SOV modes The Need for goBerkeley 7

goBerkeley OUTREACH STRATEGY goBerkeley 8

Outreach Strategy: Target Areas 9 Ι Targeting 3 pilot business districts Businesses950 …with under 20 employees850 …with over 100 employees12 Total employees11,500 RestaurantRetailGymNon-ProfitServiceGovernment AutomotiveMedicalSchoolEntertainmentParkingHotel Ι Key stats:

goBerkeley Ι Employee drive alone mode share: 48% Ι Transit options – less than 20% think transit needs to be improved Ι Bike options – less than 15% think biking is inconvenient in the area Ι Walking options – people like walking; it’s safe and enjoyable Pre-Implementation Surveys 10

goBerkeley Ι Develop an engaging brand Ι Make employer incentives attractive and easy to obtain Ι Use local organizations to connect with the community ■ Community Advisory Committee, business associations, employers, employees Ι Communicate with target audiences via a range of media ■ Open houses, , leaflets, street teams, website Ι Use personal interactions to encourage participation Outreach Strategy 11

goBerkeley IMPLEMENTATION goBerkeley 12

goBerkeley Implementation: Branding 13 Ι Simple visuals, easy to remember, vibrant, fun! Ι Conveys transportation and movement Ι Ties parking and TDM elements together Ι Creates a sense of community Ι Easily accessible

goBerkeley Implementation: Branding 14

goBerkeley Implementation: Communications 15 goBerkeley Open House

goBerkeley Implementation: Web Portal 16 Ι Web portal as supporting infrastructure during planning Ι Web portal as hub of information Ι External to City website – brand clarity & community ownership Ι Balance simplicity with style and functionality

goBerkeley Implementation: Web Portal 17

goBerkeley Implementation: Web Portal 18

goBerkeley Implementation: Events 19

goBerkeley Implementation: Media 20

goBerkeley PRELIMINARY RESULTS goBerkeley 21

goBerkeley Preliminary Results 22 Ι Transit: ■ All 1,000 passes allocated (51 businesses) ■ ~200 additional employees (36 businesses) on wait list ■ Over 450 employees enrolled in transit pass Ι Carshare: ■ 11 businesses enrolled with City CarShare ■ Another 15 businesses interested but not yet committed

goBerkeley Ι Participant mode share to work by trip type Preliminary Results 23

goBerkeley Ι Participant household characteristics: Preliminary Results 24 Bikes per Household 032% 130% 222% 3 or more16% Vehicles per Household 030% 144% 217% 3 or more10% Carshare Yes14% No86%

goBerkeley Ι Participant individual characteristics: Preliminary Results 25 Age Under 171% % % % 65+3% Gender Male39% Female61% Smartphone Computer Employment Full-time75% Part-time25%

goBerkeley Ι Participant travel characteristics: Preliminary Results 26 Travel to work Less than 2.5 miles41% 2.5 to 5 miles35% 5 to 10 miles14% More than 10 miles10%

goBerkeley Ι Participant travel characteristics: Preliminary Results 27 Making Alternative Modes Easier to Use Real-time transit information32% Knowing bus stops locations and routes23% Not needing correct change16% Knowing a safe walk/bike route13% Knowing how to ride a bicycle in traffic6%

goBerkeley LESSONS LEARNED goBerkeley 28

goBerkeley Lessons Learned… so far 29 Ι Early engagement is key Ι Don’t underestimate the value of relationship building Ι People need extra help, even when it seems obvious Ι Sometimes you just have to be there in person Ι Responding to feedback builds trust Ι It’s not that hard to sell mobility – it just needs to be easy

goBerkeley NEXT STEPS goBerkeley 30

goBerkeley Next Steps Ι Monitoring parking use and travel behavior Ι Promoting transit and carsharing incentives Ι Providing additional information about parking, transit services and carsharing Ι Continued public awareness 31

goBerkeley 32 Thank you