1. Pulsar Advertising Southeastern Institute of Research 1 Dulles Corridor Metrorail Project Consumer Research October 15, 2004 Pulsar Advertising G Southeastern Institute of Research

2. Pulsar Advertising Southeastern Institute of Research 2 Outline of Presentation Objectives Methodology Detailed Findings and Strategic Implications Review of Strategic Implications

3. Pulsar Advertising Southeastern Institute of Research 3 Research Objectives Identify the key messages that must be advanced to continue support for the Dulles Corridor Metrorail Project Identify and understand the segments that do not currently support the project or believe a DTR toll increase is the appropriate way to fund the project Understand how best to develop the project communication program Understand how Smart Tag users and non-users support the Dulles Corridor Metrorail Project and how Smart Tag incentives could impact Smart Tag utilization

4. Pulsar Advertising Southeastern Institute of Research 4 Methodology Telephone survey conducted among 1,200 DTR users 400 -- live in construction zone (in zip codes that are within 4 miles of construction) 400 -- other residents of the Dulles corridor 400 -- heavy DTR users (at least 3 days per week) Some overlap in categories –For example, some residents are also heavy users

5. Pulsar Advertising Southeastern Institute of Research 5 Methodology (con’t.) Respondents were not required to use the DTR. However, most respondents did use the DTR. In the report that follows, DTR users are categorized as “Heave DTR Users” and “Other DTR Users.” “Heavy DTR Users” use the DTR three or more times a week. “Other DTR Users” use the DTR less than three times a week. The “Other DTR Users” includes 71 respondents who never use the DTR. The total number in each of these groups is: 456 -- Heavy DTR users* 744 -- Other DTR users * The 456 total exceeds the 400 quota due to category overlap.

6. Pulsar Advertising Southeastern Institute of Research 6 Methodology (con’t.) In the analysis in this report, Construction Zone residents and Other Corridor residents are compared and contrasted. For these comparisons, the total number in each quota (n=400 each) are used. Heavy DTR Users and Other DTR Users are also compared and contrasted. Because no specific quota was established for the Other DTR Users, the total number of Heavy DTR Users (n=546) and Other DTR Users (n=744) are used for these comparisons.

7. Pulsar Advertising Southeastern Institute of Research 7 Methodology (con’t.) The survey was introduced as a study on behalf of the Commonwealth of Virginia regarding transportation issues along the Dulles Corridor Interviews were conducted August 18 through September 6 All respondents had to be aware of the Dulles Corridor Metrorail Project Key finding: 89% of residents in the corridor are aware of the Dulles Corridor Metrorail Project

8. Pulsar Advertising Southeastern Institute of Research 8 Detailed Findings and Strategic Implications

9. Pulsar Advertising Southeastern Institute of Research 9 Support for the Dulles Metrorail Project: Overall Reaction

10. Pulsar Advertising Southeastern Institute of Research 10 A Strong Base of Support for the Dulles Corridor Metrorail Project Already Exists 9 out of 10 support the project Weighted data Question: Do you support the Dulles Rail Project – extending Metrorail out to Dulles Airport and into Loudoun County? By support, we mean “do you want this project to be built?” (Read answers.) Total Sample n = 1,200 Of those 89% of the population who are aware of the Dulles Corridor Metrorail Project …

11. Pulsar Advertising Southeastern Institute of Research 11 Support of the Dulles Corridor Metrorail Project Is Widespread Question: Do you support the Dulles Rail Project – extending Metrorail out to Dulles Airport and into Loudoun County? By support, we mean “do you want this project to be built?” (Read answers.) Construction Zone n = 400 Other Corridor n = 400

12. Pulsar Advertising Southeastern Institute of Research 12 Residents Throughout the Corridor Support the Project Question: Do you support the Dulles Rail Project – extending Metrorail out to Dulles Airport and into Loudoun County? By support, we mean “do you want this project to be built?” (Read answers.) East region: I-66 from Roslyn to DTR interconnect. Includes Arlington, Falls Church, and McLean. Tysons: DTR from I-66 to Leesburg Pike. Includes Tysons and Vienna. Airport: DTR from Leesburg Pike to Airport. Loudoun: Airport out into Loudoun.

13. Pulsar Advertising Southeastern Institute of Research 13 Both Heavy DTR Users and Other DTR Users Support the Project Question: Do you support the Dulles Rail Project – extending Metrorail out to Dulles Airport and into Loudoun County? By support, we mean “do you want this project to be built?” (Read answers.) But, heavy users give the project a great deal of support. Heavy DTR Users n = 546 Other DTR Users n = 744

14. Pulsar Advertising Southeastern Institute of Research 14 Multiple Measures Are Used to Determine Reasons for Support Why do you support the project? Do you believe the project will reduce traffic congestion? What is the major benefit of the project? What will be the long-term impact? Reduce Congestion

15. Pulsar Advertising Southeastern Institute of Research 15 Residents Support the Project Because They Believe It Will Decrease Traffic Congestion Weighted data Question: Why do you say that (you support/do not support Dulles Rail Project)? Reasons for supporting Dulles Corridor Metrorail Project Supporters n = 1086

16. Pulsar Advertising Southeastern Institute of Research 16 Both Corridor Residents and Construction Zone Residents Support the Project Because They Believe It Will Reduce Traffic Congestion Question: Why do you say that (you support/do not support Dulles Rail Project)? Construction Zone N = 400 Other Corridor n = 400

17. Pulsar Advertising Southeastern Institute of Research 17 Both Heavy DTR Users and Other Users Support the Project Because It Will Decrease Congestion Question: Why do you say that (you support/do not support Dulles Rail Project)? Reasons for supporting Dulles Corridor Metrorail Project Lighter DTR users also support the project because it will provide access to the airport Heavy DTR Users n = 456 Other DTR Users n = 744

18. Pulsar Advertising Southeastern Institute of Research 18 Residents Believe That When It is Finished, the New Dulles Rail Project Will Reduce Traffic Congestion Along the Dulles Corridor Weighted data Question: Once finished, and in service, do you think the new Dulles Rail Project will reduce traffic congestion along the Dulles Corridor? (Read answers.) Total Sample N=1,200

19. Pulsar Advertising Southeastern Institute of Research 19 Those Who Believe the Rail Project Will Reduce Traffic Congestion Are More Likely to Support the Project Weighted data Question: Once finished, and in service, do you think the new Dulles Rail Project will reduce traffic congestion along the Dulles Corridor? (Read answers.) Significantly Reduce n = 447 Somewhat Reduce n = 584 Not At All Reduce n = 131

20. Pulsar Advertising Southeastern Institute of Research 20 Support for the Dulles Metrorail Project: A Personal Experience

21. Pulsar Advertising Southeastern Institute of Research 21 On A Personal Level, Dulles Rail … Is viewed as “riding the train” Is a transportation option Is convenient transportation Is a way for an individual or household member to commute to work

22. Pulsar Advertising Southeastern Institute of Research 22 Over One-Fourth Believe the New Service Will Provide Convenient Transportation for Their Household Weighted data Question: How will the Dulles Rail Project affect you or anyone in your household? Total Sample n = 1,200

23. Pulsar Advertising Southeastern Institute of Research 23 Project Supporters Are More Likely to View The New Rail Service as Providing Convenient Transportation Weighted data Question: How will the Dulles Rail Project affect you or anyone in your household? Supporters n = 1,086 Non-supporters n = 76

24. Pulsar Advertising Southeastern Institute of Research 24 Heavy DTR Users View the New Rail as a Convenient Commute Option. Other DTR Users Also Consider the New Rail to Be Convenient Transportation, But They Are Also More Likely to Think of It as Providing Easier Access to the Airport. Question: How will the Dulles Rail Project affect you or anyone in your household? Heavy DTR Users n = 456 Other DTR Users n = 744

25. Pulsar Advertising Southeastern Institute of Research 25 Support for the Project Is Nearly Unanimous among Those Who View the Rail as Transportation for Them or Their Household. Support Is Significantly Less among Those Who Believe the Project Will Not Impact Them. Weighted data Question: Do you support the Dulles Rail Project – extending Metrorail out to Dulles Airport and into Loudoun County? By support, we mean “do you want this project to be built?” (Read answers.) A Transportation Option n = 218 Convenient Transportation n = 328 No Impact On Me n = 335

26. Pulsar Advertising Southeastern Institute of Research 26 Key Finding: A strong base of support for the Dulles Corridor Metrorail Project already exists throughout the corridor. Those who live in the corridor, those who live specifically in the construction zones and those who commute frequently on the DTR believe that the project will have a positive impact on the area. Strategic Implication: Position the overall Dulles Corridor Metrorail Project cause as “good for everyone.”

27. Pulsar Advertising Southeastern Institute of Research 27 Key Finding: Reducing traffic congestion is the primary perceived benefit of the project from a broad perspective; less traffic congestion is also the perceived long-term impact of the new rail service; and, it is the reason residents support the project. Strategic Implication: Include messages that reinforce perceived benefits of the project by communicating that the new rail service will reduce traffic congestion – but in ways that do not over promise immediate lessening of today’s traffic congestion. For example: “The Dulles Corridor Metrorail Project will help manage the expected increase in traffic, but not reduce congestion. It is part of a plan to manage the demand on the roadway. Rail will carry the equivalent of up to 4 lanes of traffic during peak hours.”

28. Pulsar Advertising Southeastern Institute of Research 28 Key Finding: On an individual or personal level, residents think about the impact the new rail service will have on them and their families rather than how it will impact the community or region. From this perspective, the impact is seen less in terms of reducing traffic congestion and more in terms of a new transportation alternative and a form of transportation that the resident might use. Strategic Implication: Messages about the project are not limited to reduction of traffic congestion. People understand the inherent transportation benefit of Metrorail on a personal level, i.e., the opportunity to use train service. Leverage this positive association with images of Metrorail as a transportation alternative with personal benefits. Explore ways of using the inherent emotional nature of personal experiences to generate support for the project.

29. Pulsar Advertising Southeastern Institute of Research 29 Key Finding: Many Heavy DTR Users already view the new rail service as a convenient transportation option – one which they could potentially use on their regular commute. Strategic Implication: Begin now to speak to Heavy DTR Users about the new rail service. Use communication to help them begin to plan for using the new rail system. Teach them how to take advantage of this convenient transportation option.

30. Pulsar Advertising Southeastern Institute of Research 30 The Impact of Toll Increase

31. Pulsar Advertising Southeastern Institute of Research 31 About Half Are Aware of Toll Increase Weighted data Question: Are you aware that tolls on the Dulles Toll Road will likely be increased to finance the construction of the Dulles Rail Project? Total Sample n = 1,200

32. Pulsar Advertising Southeastern Institute of Research 32 Heavy DTR Users Are More Likely to Be Aware of the Toll Increase Question: Are you aware that tolls on the Dulles Toll Road will likely be increased to finance the construction of the Dulles Rail Project? Heavy DTR Users n = 456 Other DTR Users n = 744

33. Pulsar Advertising Southeastern Institute of Research 33 Two-thirds Feel That Increasing Toll to Fund Dulles Corridor Metrorail Project Is Appropriate Weighted data Question: How appropriate is it to increase tolls on the Dulles Toll Road to help finance construction of the Dulles Rail Project? Would you say … (Read answers.) 63% Total Sample n = 1,200

34. Pulsar Advertising Southeastern Institute of Research 34 One Third of Residents Feel A Toll Increase Is Inappropriate Question: How appropriate is it to increase tolls on the Dulles Toll Road to help finance construction of the Dulles Rail Project? Would you say … (Read answers.) Construction Zone n = 400 Other Corridor n = 400

35. Pulsar Advertising Southeastern Institute of Research 35 Residents In the Eastern Corridor and in Tysons Are More Supportive of the Toll Increase Question: How appropriate is it to increase tolls on the Dulles Toll Road to help finance construction of the Dulles Rail Project? Would you say … (Read answers.) East region: I-66 from Roslyn to DTR interconnect. Includes Arlington, Falls Church, and McLean. Tysons: DTR from I-66 to Leesburg Pike. Includes Tysons and Vienna. Airport: DTR from Leesburg Pike to Airport. Loudoun: Airport out into Loudoun.

36. Pulsar Advertising Southeastern Institute of Research 36 Those Who Are Already Aware of the Toll Increase Are More Likely to Believe Toll Increase Is Appropriate Weighted data Question: Are you aware that tolls on the Dulles Toll Road will likely be increased to finance the construction of the Dulles Rail Project? Believe toll increase is somewhat or very appropriate Aware of Toll Increase n = 585 Not Aware of Toll Increase n = 587

37. Pulsar Advertising Southeastern Institute of Research 37 Heavy DTR Users – Who Pay the Toll More Frequently – Are More Likely to Think the Toll Increase Is Inappropriate Question: How appropriate is it to increase tolls on the Dulles Toll Road to help finance construction of the Dulles Rail Project? Would you say … (Read answers.) Heavy DTR Users n = 456 Other DTR Users n = 744

38. Pulsar Advertising Southeastern Institute of Research 38 The Primary Criticism of Raising the Tolls: Those Who Use the Rail Should Pay Weighted data Question: Why do you say “inappropriate” (to increase tolls on the Dulles Toll Road to help finance the construction of the Dulles Rail Project)? When asked why they believe the toll increase is not appropriate, residents respond with the complaint that tolls from the DTR should not be used to pay for the rail project. Supporters n = 327 Non-supporters n = 51

39. Pulsar Advertising Southeastern Institute of Research 39 Project Supporters Are Slightly Less Likely to Know That Tolls Collected on the DTR Are Already Being Used to Fund Services in the Dulles Corridor Area Weighted data Question: Are you aware that a portion of the tolls collected on the Dulles Toll Road are already being used to fund services in the Dulles Corridor area? Proportion who know tolls pay for services in the corridor Supporters n = 1,086 Non-supporters n = 76

40. Pulsar Advertising Southeastern Institute of Research 40 Heavy DTR Users Are More Likely than Other DTR Users to Know that the Tolls Are Used to Fund Services in the Corridor Question: Are you aware that a portion of the tolls collected on the Dulles Toll Road are already being used to fund services in the Dulles Corridor area? Proportion who know tolls pay for services in the corridor Heavy DTR Users n = 456 Other DTR Users n = 744

41. Pulsar Advertising Southeastern Institute of Research 41 Key Finding: Sensitivity to the toll increase is not paramount. When motorists know in advance that the toll will be increased, they are more likely to support – or at least accept – the toll increase. Strategic Implication: A public education and information campaign is needed, above and beyond current efforts, to build awareness of the toll increase before it happens.

42. Pulsar Advertising Southeastern Institute of Research 42 Intended Usage

43. Pulsar Advertising Southeastern Institute of Research 43 High Level of Intended Usage Weighted data Question: How likely are you or others in your household to use the new Metrorail service once it’s in place – assuming it serves the destinations you or others in your household currently seek? Would you say…(Read answers.) Total Sample n = 1,200

44. Pulsar Advertising Southeastern Institute of Research 44 Likely Users Cite a Variety of Reasons for Intended Usage of Dulles Rail Weighted data Question: What would be you or your household’s main reasons for using the new Metrorail service rather than continuing to travel in the manner you now do? Likely Users n = 971

45. Pulsar Advertising Southeastern Institute of Research 45 Supporters Are Much More Likely To Intend to Use the New Service than Are Non-supporters Weighted data Question: How likely are you or others in your household to use the new Metrorail service – once it’s in place – assuming it serves the destinations you and others in your household currently seek? Would you say…(Read answers.) Supporters n = 1,086 Non-supporters n = 76

46. Pulsar Advertising Southeastern Institute of Research 46 Heavy DTR Users Are More Likely to Use the New Rail Service than Are Other DTR Users Question: How likely are you or others in your household to use the new Metrorail service – once it’s in place – assuming it serves the destinations you and others in your household currently seek? Would you say…(Read answers.) Heavy DTR Users n = 456 Other DTR Users n = 744

47. Pulsar Advertising Southeastern Institute of Research 47 Supporters See Themselves Using the New Rail Service. Non-supporters Do Not. Weighted data Question: Now please tell me whether you will continue using or driving the Dulles Toll Road or switch to the new Metrorail service – once it is in place – for each of the destinations I read to you. Supporters Who Are Likely to Use the Rail Service n = 836 Non-supporters Who Are Likely to Use the New Rail Service n = 54

48. Pulsar Advertising Southeastern Institute of Research 48 Heavy DTR Users Are More Likely to Plan to Use the New Rail Service for Work than Are Less Frequent DTR Users Question: Now please tell me whether you will continue using or driving the Dulles Toll Road or switch to the new Metrorail service – once it is in place – for each of the destinations I read to you.

49. Pulsar Advertising Southeastern Institute of Research 49 Prospective Users of New Rail Service Are More Likely to Believe the Toll Increase Is Appropriate Weighted data Question: How appropriate is it to increase the tolls on the Dulles Toll Road to help finance the construction of the Dulles Rail Project? Would you say…(Read answers.) Believe toll increase is appropriate Likely to Use the New Rail Service n = 950 Not Likely to Use the New Rail Service N = 229

50. Pulsar Advertising Southeastern Institute of Research 50 Key Finding: Supporters of the Dulles Metrorail Project are better able to envision themselves using the new rail service than are non- supporters. They have already made a “personal” connection with the new service. Strategic Implication: Help non-supporters recognize how they could use the new rail service. When showcasing how the Metro extension will improve access / mobility, demonstrate specific uses of the new rail.

51. Pulsar Advertising Southeastern Institute of Research 51 Key Finding: Intended usage is important for supporting the toll increase. Those who envision themselves using the new rail service are more likely to support the increase. Strategic Implication: Again, help non-supporters recognize how they could use the new rail service.

52. Pulsar Advertising Southeastern Institute of Research 52 Non-supporters

53. Pulsar Advertising Southeastern Institute of Research 53 Profile of Non-supporters Are concerned about the cost of the project And, believe the project (rail) will lead to population growth But, more importantly, they just don’t see themselves using the new rail service Believe construction will interfere with their lives – but don’t see the benefits Over-represented by men More likely to be employed in non-government, private industry jobs or to be self-employed Tend to be older Tend to be SOVers More likely to be long-time residents of Northern Virginia

54. Pulsar Advertising Southeastern Institute of Research 54 Non-supporters Are Concerned About the Cost of the Project Weighted data Question: Why do you say that (you support/do not support Dulles Rail Project)? Reasons for not supporting Dulles Corridor Metrorail Project But, equally important, they don’t see themselves using the new rail service Non-supporters n = 76 The 18% of Non-supporters who expressed concerns about the cost/tax increase represents about 1% of the population:.06 (Non- Supporters) x.18 =.01

55. Pulsar Advertising Southeastern Institute of Research 55 They Believe Population Growth Is the Long-term Negative Impact Weighted data Question: Why do you say that (it will have a negative impact)? All negative comments about long-term impact mention population growth or over- development Supporters n = 1,086 Non-supporters n = 76

56. Pulsar Advertising Southeastern Institute of Research 56 Reasons For Non-support of the Dulles Corridor Metrorail Project Weighted data Question: From what you know today, would you say the Dulles Rail Project construction will (Read scale) interfere with your life? Once it is finished, what long-term impact do you think the new Dulles Rail Project will have on the immediate area where you live? Once finished, and in service, do you think the new Dulles Rail Project will reduce traffic congestion along the Dulles Corridor? Base varies for each question as indicated. Supporters n=516; Non-supporters n=38 Supporters n=1,086; Non-supporters n=76

57. Pulsar Advertising Southeastern Institute of Research 57 Most Residents Have Not Attended Public Meetings About the Dulles Rail Project Weighted data Question: Have you ever attended any meeting open-to-the-public regarding the Dulles Rail Project? However, Total Sample N = 1,200

58. Pulsar Advertising Southeastern Institute of Research 58 Non-supporters Are More Likely to Have Attended Public Meetings about the Project Weighted data Question: Have you ever attended any meeting open-to-the-public regarding the Dulles Rail Project? Supporters n = 1.086 Non-supporters n = 76 Represents in total only 8% of population.

59. Pulsar Advertising Southeastern Institute of Research 59 Non-supporters Are More Vocal About Their Opinion of the Dulles Rail Project Weighted data Question: Have you ever openly voiced your opinion about the Dulles Rail Project at one of these meetings? Supporters Who Have Attended Meeting n = 41 Non-supporters Who Have Attended Meeting n = 7 Note: Small base size. Interpret with caution. Non-supporters who have spoken up at a meeting represent less than 1% of the total population.

60. Pulsar Advertising Southeastern Institute of Research 60 Non-supporters Tend to Be Older Than Supporters Weighted data Question: What is your age? Are you…(Read answers.) Supporters n = 1,086 Non-supporters N = 76

61. Pulsar Advertising Southeastern Institute of Research 61 Employment Status of Non-supporters and Supporters Is Comparable Weighted data Question: Are you…(Read answers.) Supporters n = 1,086 Non-supporters n = 76

62. Pulsar Advertising Southeastern Institute of Research 62 But, Non-supporters Are More Likely To Be Employed in Private Industry or To Be Self-Employed Weighted data Question: Do you work for…(Read answers.) Supporters Who Are Employed n = 764 Non-supporters Who Are Employed n = 54

63. Pulsar Advertising Southeastern Institute of Research 63 Non-supporters Are More Likely to Drive Alone Question: What is your current most frequent mode of commute to and from work? (Read answers.) Weighted data Supporters Who Are Employed n = 764 Non-supporters Who Are Employed n = 54

64. Pulsar Advertising Southeastern Institute of Research 64 Supporters and Non-supporters Are Equally Likely to Transport Children to Daycare Weighted data Question: When commuting to and from work, do you also take a child or children to a daycare or child care facility? Supporters Who Are Employed n = 764 Supporters Who Are Employed n = 54

65. Pulsar Advertising Southeastern Institute of Research 65 Consistent with the Educational Profile of the Area, Both Supporters and Non-Supporters Are College Educated Weighted data Question: What is the highest level of education you have completed? Supporters n = 1,086 Non-supporters N = 76

66. Pulsar Advertising Southeastern Institute of Research 66 Non-supporters Are Less Likely to Have Moved to Northern Virginia in the Last 5 Years Weighted data Question: How long have you lived in Northern Virginia? 86% of Non-Supporters have lived in Northern Virginia for at least 5 years. In contrast, 76% of Supporters have lived in the area 5 years or more. Supporters n = 1,086 Non-supporters n = 76

67. Pulsar Advertising Southeastern Institute of Research 67 Income Levels of Supporters and Non-supporters Are About Equal Weighted data Question: Is your current household income…(Read answers.) Supporters n = 1,086 Non-supporters n = 76

68. Pulsar Advertising Southeastern Institute of Research 68 Supporters Are About As Likely As Non-supporters To Be Minorities Weighted data Question: Would you describe yourself as…(Read answers.) Supporters n = 1,086 Non-supporters n = 76

69. Pulsar Advertising Southeastern Institute of Research 69 Non-supporters Are More Likely to Be Male Weighted data Question: Gender of respondent. (Recorded by observation.) Supporters n = 1,086 Non-supporters n = 76

70. Pulsar Advertising Southeastern Institute of Research 70 Key Finding: Non-supporters are more likely to see the negatives of the project without also recognizing the benefits. Strategic Implication: Education will play a strong role in converting Non-supporters to Supporters. Educating Non- supporters about the positives of the project – such as removing people from DTR and providing a transportation alternative – may be more effective than trying to “counter” negative arguments. Reinforce the long-term positives they see: easier access to Dulles Airport and entertainment venues. Communicate that the Dulles Corridor Metrorail Project is part of the Metro system – “You can get everywhere Metro goes, including the MCI Center, Smithsonian, and Georgetown, etc.”

71. Pulsar Advertising Southeastern Institute of Research 71 Key Finding: Non-supporters express concern that the project will interfere with their lives. Strategic Implication: Present unassailable facts that show how construction impacts will be managed.

72. Pulsar Advertising Southeastern Institute of Research 72 Key Finding: While Non-supporters are more likely than Supporters to be SOVers and to work in private industry or be self-employed, the two groups do not differ on a number of key demographic variables, such as income, education, and race. Strategic Implication: Communications do not need to target just specific demographic groups. However, take advantage of available opportunities to reach those who do not currently support the project, for example, through the workplace of private, non-government employers.

73. Pulsar Advertising Southeastern Institute of Research 73 The Relationship Between Smart Tag Usage and Support for the Dulles Metrorail Project

74. Pulsar Advertising Southeastern Institute of Research 74 Smart Tag Users and Non-users Support The Rail Project Evenly Weighted data Question: Do you support the Dulles Rail Project – extending Metrorail out to Dulles Airport and into Loudoun County? By support, we mean “do you want this project to be built?” (Read answers.) Supporters n = 736 Non-supporters n = 59 Note: Question added after survey had started in field. Thus, not all respondents were asked this question.

75. Pulsar Advertising Southeastern Institute of Research 75 Offering Smart Tag With A Discount Would Attract More Smart Tag Users Question: Let’s assume the tolls on DTR will be increased to fund the DTR Rail Project. How likely would you be to consider using Smart Tag if there was a discount offered? (Read answers.) 53% Question asked of those who do not currently use Smart Tag. Supporters Who Do Not Currently Use Smart Tag n = 371 Non-supporters Who Do Not Currently Use Smart Tag n = 27 Note: Question added after survey had started in field. Thus, not all respondents were asked this question.

76. Pulsar Advertising Southeastern Institute of Research 76 Key Finding: While both Smart Tag users and non-users support the new rail project, offering a discount / reduction of the toll increase could attract new Smart Tag users. Strategic Implication: While this may have a negative impact on revenue collected, give strong consideration to positioning Smart Tag as an incentive to manage the potential critics – DTR users who are non-supporters.

77. Pulsar Advertising Southeastern Institute of Research 77 Impact of Toll Increase on the Dulles Greenway

78. Pulsar Advertising Southeastern Institute of Research 78 About Half Are Aware That Tolls on the Dulles Greenway Will Be Increased in September Weighted data Question: Are you aware that the tolls on the Dulles Greenway will also be increased – by its private ownership – this September? Total Sample Who Use the Dulles Greenway n = 405

79. Pulsar Advertising Southeastern Institute of Research 79 Raising Both DTR Tolls and Greenway Tolls Will Affect Usage of DTR Weighted data Question: How will knowing that both the Dulles Toll Road tolls and the Dulles Greenway tolls are being raised affect you or your household’s use of the Dulles Toll Road? (Read answers.) 30% A third will use the DTR less often Total Sample Who Use the Dulles Greenway n = 405

80. Pulsar Advertising Southeastern Institute of Research 80 Heavy DTR Users Say They Will Use the DTR Less When Both Tolls Are Raised Question: How will knowing that both the Dulles Toll Road tolls and the Dulles Greenway tolls are being raised affect you or your household’s use of the Dulles Toll Road? (Read answers.) One-third of Heavy Users will use the DTR less 34% Heavy DTR Users Who Also Use the Dulles Greenway n = 239 Other DTR Users Who Also Use the Dulles Greenway n = 179

81. Pulsar Advertising Southeastern Institute of Research 81 Key Finding: The toll increase on the Greenway, in conjunction with the planned increase of the toll on the DTR, may lead to decreased usage of the DTR. Strategic Implication: Careful consideration should be given to the timing of the Greenway and DTR toll increases. Modeling should include possible revenue impact.

82. Pulsar Advertising Southeastern Institute of Research 82 Knowledge About The Project

83. Pulsar Advertising Southeastern Institute of Research 83 A Majority of Supporters and Non-Supporters Say They Do Not Know When Construction Will Begin Weighted data Question: Do you know when actual construction of the new Dulles Rail Project will begin? Will it begin … (Read answers.) Supporters n = 1,086 Non-supporters n = 76

84. Pulsar Advertising Southeastern Institute of Research 84 Supporters and Non-Supporters Either Believe the Project Will Be Built in Phases or Say They Don’t Know About the Planned Schedule Weighted data Question: Do you know if the Dulles Rail Project will be built in phases or built all at the same time? Supporters n = 1,086 Non-supporters n = 76

85. Pulsar Advertising Southeastern Institute of Research 85 Neither Supporters nor Non-Supporters Know When the New Rail Is Scheduled to Begin Service Question: Do you know when the Dulles Rail Project is scheduled to open or begin service? Will it open … (Read answers.) Supporters n = 1,086 Non-supporters n = 76

86. Pulsar Advertising Southeastern Institute of Research 86 Supporters and Non-supporters Are About Equally Likely to Know Where the New Station Stops Will Be Located Weighted data Question: Do you know where the new Metrorail station stops will be located? Supporters n = 1,086 Non-supporters n = 76

87. Pulsar Advertising Southeastern Institute of Research 87 Those Who Will Be Impacted by the Construction Are More Likely to Know Where the New Station Stops Will Be Located Question: Do you know where the new Metrorail station stops will be located? Construction Zone n = 400 Other Corridor n = 400

88. Pulsar Advertising Southeastern Institute of Research 88 Information Needs

89. Pulsar Advertising Southeastern Institute of Research 89 Commuters Want More Information About the Project Weighted data Question: How would you describe the level of information you and your household have seen regarding the Dulles Rail Project? Would you say you have seen…(Read answers.) 44% of commuters have received less information than they wanted. Total Sample n =1,200

90. Pulsar Advertising Southeastern Institute of Research 90 Both Supporters and Non-supporters Want More Information Weighted data Question: How would you describe the level of information you and your household have seen regarding the Dulles Rail Project? Would you say you have seen…(Read answers.) 40% of Supporters and 53% of Non- supporters have received less information than wanted. Supporters n = 1,086 Non-supporters n = 76

91. Pulsar Advertising Southeastern Institute of Research 91 A Quarter Want to Be on E-mail List – Both Supporters and Non-Supporters Weighted data Question: Would you like to be on our e-mail list and receive more information regarding development of the Dulles Toll Road Project? Supporters With Home Computers n = 951 Non-supporters With Home Computers n = 65

92. Pulsar Advertising Southeastern Institute of Research 92 One-third Are Interested in Participating in Future Research Weighted data Question: Would you be interested in participating in future focus groups, telephone interviews, or Internet surveys regarding the development and construction of the Dulles Rail Project or other transportation projects? Supporters n = 1,086 Non-supporters N = 76

93. Pulsar Advertising Southeastern Institute of Research 93 We Have a Panel of Interested Residents Want to be on e-mail list249 Want to participate in future research 384 Some overlap in the 2 groups -179 Total potential panel respondents 454 Note: Values posted are actual frequencies totaled from research interviews.

94. Pulsar Advertising Southeastern Institute of Research 94 Residents Would Welcome Information from a Variety of Sources – Including Newspaper, TV, the Internet, and Radio Weighted data Question: How do you like to be kept informed on matters regarding the Dulles Rail Project? (Read answers.) Supporters n = 1,086 Non-supporters n = 76

95. Pulsar Advertising Southeastern Institute of Research 95 They Prefer to Voice Their Opinions Via the Internet Weighted data Question: Through which one means of communication would you prefer to voice your opinions about the Dulles Rail Project? Would it be…(Read answers.) Total Sample n = 1,200

96. Pulsar Advertising Southeastern Institute of Research 96 Both Supporters and Non-Supporters Prefer to Speak Via the Internet Weighted data Question: Through which one means of communication would you prefer to voice your opinions about the Dulles Rail Project? (Read answers.) Supporters n = 1,086 Non-supporters n = 76

97. Pulsar Advertising Southeastern Institute of Research 97 Nearly 9 Out of 10 Have a Home Computer With Internet Access Weighted data Question: Do you have a home computer with Internet access that you use on a regular basis? Supporters n = 1,086 Non-supporters n = 76

98. Pulsar Advertising Southeastern Institute of Research 98 The Washington Post Is the Newspaper Read Most Frequently on a Regular Basis Weighted data Question: What newspapers, by name, do you read on a regular basis? Supporters n = 1,086 Non-supporters n = 76

99. Pulsar Advertising Southeastern Institute of Research 99 WTOP Is Listened to Most Regularly Weighted data Question: What radio stations do you listen to on a regular basis? Non- supporters also listen to WMAL. Supporters n = 1,086 Non-supporters n = 76

100. Pulsar Advertising Southeastern Institute of Research 100 News Is the Most Popular Type of Television Programming Weighted data Question: Which programs or types of programs do you watch most frequently on cable TV? (TAKE STATION NAME/NUMBER AND/OR PROGRAMMING TYPE.) Total Sample n = 1,200

101. Pulsar Advertising Southeastern Institute of Research 101 Key Finding: Residents rely on a variety of media for information, including newspapers, television, the Internet and radio. The Internet offers a particularly robust opportunity for communication: two-thirds would welcome information via the Internet, and nearly one-half want to voice their opinions via the Internet. Nearly 9 out of 10 have the Internet at home. Strategic Implication: Adopt a layered media approach to communications to take advantage of the multiple information sources used by the audience. The Internet should be a major part of that communication mix. Include a major project Web site, online news bulletins, outbound e-mails, etc. Include the website on all communication materials. Explore new and dynamic ways of using the Internet, particularly to enhance or develop a “personal” perspective or experience.

102. Pulsar Advertising Southeastern Institute of Research 102 Review of Strategic Implications

103. Pulsar Advertising Southeastern Institute of Research 103 Strategic Implications Take advantage of the broad base of support that already exists for the rail project: Position Rail Project (and related tolls) as good for everyone. Develop communications that help residents relate to the new rail on a personal level by envisioning how they would use the train. Explore the use of emotion to create this personal link. Develop communications that recognize the accepted belief that the project will reduce traffic congestion – but don’t over promise on this potential benefit.

104. Pulsar Advertising Southeastern Institute of Research 104 Strategic Implications (con’t) Launch communication campaign to build awareness before the toll increase to build support or acceptance for the increase. Develop communications that emphasize the personal benefit of the project – using the train – to grow acceptance for the toll increase. Build on the positive perceptions that already exist rather than trying to overcome less prevalent negatives. Communicate beyond minimum requirements to grow understanding and support for the project.

105. Pulsar Advertising Southeastern Institute of Research 105 Strategic Implications (con’t) Overcome concerns about the impact of the construction by showing unassailable facts about how the construction will be managed. Develop a layered approach to communication to take advantage of residents’ reliance on multiple sources of information. Emphasize the use of the Internet in this exceptionally high “wired” corridor and make the project Web site prominent in the communication campaign.

106. Pulsar Advertising Southeastern Institute of Research 106 Strategic Implications (con’t) Consider offering Smart Tag as an incentive. Give careful consideration to the timing of the Greenway and DTR toll increases. Modeling should include possible revenue impact. A voluntary “panel” of corridor residents interested in future research already exists. Take advantage of their willingness to help by using them as a “sounding board” and to solicit response to potential message ideas.

107. Pulsar Advertising Southeastern Institute of Research 107 Appendix

108. Pulsar Advertising Southeastern Institute of Research 108 Decreased Traffic Congestion Is Major Perceived “Benefit” Question: What would you say are the major benefits of having Metrorail service extended from East Falls Church out to Dulles Airport and into Loudon County? Both Supporters and Non- supporters believe the new rail service will decrease traffic congestion – But Non- supporters are less likely to see this benefit.

109. Pulsar Advertising Southeastern Institute of Research 109 Reducing Traffic Congestion Is Also the Primary Perceived Long-term Positive Impact Question: Why do you say that (it will have a positive impact)?

110. Pulsar Advertising Southeastern Institute of Research 110 Those in the Construction Zone Are More Likely To Believe the New Service Will Provide a Transportation Option. Those Not in the Construction Zone More Often Think of the Rail as Transportation to the Airport. Question: How will the Dulles Rail Project affect you or anyone in your household?

111. Pulsar Advertising Southeastern Institute of Research 111 Those Who Believe the Project Will have a Positive Impact on the Immediate Area Where They Live Are More Likely to Be Supporters Question: Once finished, and in service, do you think the new Dulles Rail Project will reduce traffic congestion along the Dulles Corridor? (Read answers.)

112. Pulsar Advertising Southeastern Institute of Research 112 Supporters See Themselves Using the New Rail Service in a Variety of Ways -- Especially for Entertainment and Trips to Airport Question: Now please tell me whether you will continue using or driving the Dulles Toll Road or switch to the new Metrorail service – once it is in place – for each of the destinations I read to you.

113. Pulsar Advertising Southeastern Institute of Research 113 Supporters and Non-supporters Are About Equally Split in Their Belief About Whether the Construction Will Directly Impact Them or Their Household Question: Do you believe the construction of the Dulles Rail Project will directly impact you and the other members of your household during the construction?

114. Pulsar Advertising Southeastern Institute of Research 114 Residents of Construction Zones Are Not More Concerned That the Construction Will Interfere With Their Lives Question: From what you know today, would you say the Dulles Rail project construction will…(Read answers.)

115. Pulsar Advertising Southeastern Institute of Research 115 Heavy DTR Users Are More Likely to Believe the Construction Project Will Interfere With Their Lives Question: From what you know today, would you say the Dulles Rail project construction will…(Read answers.)

116. Pulsar Advertising Southeastern Institute of Research 116 While Both Heavy DTR Users and Less Frequent Users Believe the Major Benefit of the Rail Service Will Be Less Traffic Congestion, Less Frequent DTR Users Are More Likely to View Airport Access as a Major Benefit Question: What would you say are the major benefits of having Metrorail service extended from East Falls Church out to Dulles Airport and into Loudon County?

117. Pulsar Advertising Southeastern Institute of Research 117 Those Who Believe the Rail Project Will Reduce Traffic Congestion Are More Likely to Believe the Toll Increase Is Appropriate Question: Once finished, and in service, do you think the new Dulles Rail Project will reduce traffic congestion along the Dulles Corridor? (Read answers.)

118. Pulsar Advertising Southeastern Institute of Research 118 Those Who Believe the Project Will Have a Positive Impact on the Immediate Area Where They Live Are More Likely to Believe the Toll Increase Is Appropriate Question: How appropriate is it to increase tolls on the Dulles Toll Road to help finance construction of the Dulles Rail Project? Would you say … (Read answers.)

119. Pulsar Advertising Southeastern Institute of Research 119 SOV Commuters – Who May Pay the Toll More Frequently – Are More Likely to Think the Toll Increase Is Inappropriate Question: How appropriate is it to increase tolls on the Dulles Toll Road to help finance construction of the Dulles Rail Project? Would you say … (Read answers.)

120. Pulsar Advertising Southeastern Institute of Research 120 Those Who Believe the Toll Increase Is Inappropriate Are More Likely to Have Attended Public Meetings Question: Have you ever attended any meeting open-to-the-public regarding the Dulles Rail Project?

121. Pulsar Advertising Southeastern Institute of Research 121 Public Meetings or Hearings Are the Most Common Types of Meetings Attended Question: What specific meeting or type of meetings regarding the Dulles Rail Project have you attended? 29% of Non-supporters who have attended meetings have attended association meetings

122. Pulsar Advertising Southeastern Institute of Research 122 Proximity to a Metrorail Station Does Not Impact Support for the Dulles Rail Project Question: How far will the closest new Metrorail station be from your house? Support for the new rail service is 90%-94% regardless of whether a Metrorail station is nearby

123. Pulsar Advertising Southeastern Institute of Research 123 But, Those Who Live Close to a Metrorail Station Are More Likely to Plan to Use the New Rail Service Question: How far will the closest new Metrorail station be from your house?

124. Pulsar Advertising Southeastern Institute of Research 124 Both Construction Zone Residents and Other Corridor Residents Say They Do Not Know When Construction Will Begin Question: Do you know when actual construction of the new Dulles Rail Project will begin? Will it begin … (Read answers.)

125. Pulsar Advertising Southeastern Institute of Research 125 Construction Zone Residents Are More Likely to Know the Project Will Be Built in Phases Question: Do you know if the Dulles Rail Project will be built in phases or built all at the same time?

126. Pulsar Advertising Southeastern Institute of Research 126 Future Users of the New Rail Are More Likely to Know About Construction Plans for the Project Question: Do you know if the Dulles Rail Project will be built in phases or built all at the same time?

127. Pulsar Advertising Southeastern Institute of Research 127 Those Who Live in the Corridor But Outside the Construction Zones Are More Likely Not to Know When the New Service Will Begin Question: Do you know when the Dulles Rail Project is scheduled to open or begin service? Will it open … (Read answers.)

128. Pulsar Advertising Southeastern Institute of Research 128 Those Who Are Not Planning to Use the New Rail Service Do Not Know When It Is Scheduled to Open Question: Do you know when the Dulles Rail Project is scheduled to open or begin service? Will it open … (Read answers.)

129. Pulsar Advertising Southeastern Institute of Research 129 Those Planning to Use the Service May Already Be Planning that Usage. They Are More Likely to Know the Location of New Stops Question: Do you know where the new Metrorail station stops will be located?