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Commuter Services
Fiscal Year 2004 Annual Report
July 1, 2003 Through June 30, 2004

Report Authors/ACCS Management Team: Chris Hamilton, Commuter Services Manager; Bobbi Greenberg, Transit Marketing Manager; Lois DeMeester, Executive Director, Arlington Transportation Partners; Jay Freschi, Contract Manager, The Commuter Stores; Jeff Price, TDM Manager.

Arlington County's Commuter Services (ACCS) continues its strong reputation as one of the most successful and innovative TDM (transportation demand management) programs in the country. The following report tracks the performance of ACCS for the Fiscal Year 2004 (July 1, 2003 – June 30, 2004).

Background | The Commuter Stores | Commuter Services Web Sites | Arlington Transportation Partners | Commuter Services Marketing Efforts FY 2004 | Transportation Demand Management for Site Plan Development

PRINTER FRIENDLY VERSION


Background. The ACCS Mission is to “Enhance the quality of life and economic vitality of Arlington by working to: reduce traffic congestion, reduce the demand for parking, provide for the maximum use of existing public transportation infrastructure, improve air quality and improve mobility.

ACCS accomplishes its mission by providing information and services directly to consumers via retail stores, mobile retail stores, the internet, advertising, direct mail and other promotional events. On a “wholesale” level ACCS works with Arlington businesses, property mangers and hotel managers who in turn work with their respective employees, tenants and guests. In addition ACCS is now providing information at the bus stop or “point-of-purchase.”

ACCS is nationally recognized for innovations, leadership, technology, customer service and marketing. The program’s consistent success in securing Federal and State grants means that little County General Funds are needed for the program. ACCS is located in the Transit Section of the Department of Environmental Services, Transportation Division, Planning Bureau. The program has two County employees, Chris Hamilton – Commuter Services Manager and Bobbi Greenberg – Transit Marketing Manager. ACCS uses contractors to operate all of its operations and marketing.

The expenditures and revenues for the $3+ million ACCS budget for FY04 are illustrated in the following pie charts. For budget details please visit the budget section of the County Web site.

FY 2004 Revenues

Revenue graph

FY 2004 Expenditures

Expenditure graph

ACCS operations include the following major program areas:

  • The Commuter Stores (Ballston, Rosslyn, Crystal City and Mobile) and Call Center/Fulfillment and Distribution Operations
  • Arlington Transportation Partners – Employer, Residential and Visitor Services
  • Marketing – including County-wide umbrella campaigns aimed at reducing SOV trips and increasing transit, Arlington Transit, Pike Ride, Arlington Metrobus and general Commuter Services
  • Internet ServicesArlingtonTransit.com, CommuterPage.com, CommuterDirect.com
  • TDM Site Plan Oversight

The Annual Report is broken down into the above component program areas.


The Commuter Stores®

Retail Commuter Stores (Ballston, Rosslyn and Crystal City), Mobile Store, Call Center (703.228.RIDE)/CommuterDirect.com Fulfillment/Distribution Operations

Photo: Rosslyn Store

Rosslyn Commuter Store

Record Fare Sales. The Arlington County Commuter Stores continue to record very high sales figures. For the fifth straight year new sales records have been set, with FY2004 sales of $10,439,031 in tickets, tokens and passes sold via The Commuter Store retail outlets and CommuterDirect.com combined. This is an increase of 23% from the $8,491,027 sold in FY2003, a 48% increase from the $5,736,865 sold in FY2002, an 82% increase versus the $5,736,865 sold in FY2001 and an astounding 143% more than the $4,287,204 in fare sales from FY2000. The FY2004 totals almost tripled the sales output that from FY1999 with $3,605,769 in total sales that year.

For the first time ever, the Internet based CommuterDirect.com was the highest producing entity in the Commuter Services Program. CommuterDirect.com sold a grand total of $4,293,240 in FY2004; this eclipsed the next closest total that was posted by the newly renovated Crystal City Commuter Store with their sales total of $4,224,811. Both Commuter Direct and the Crystal City store showed increases in their sales numbers versus last year, with increases of 64% and 6% respectively.

The Commuter Store at Rosslyn was the next highest producing location with a sales total $994,928, which was just under their previous year’s record total of $1,044,993, a modest decline of 5%. This decrease in revenue was driven by the elimination of certain WMATA products and the increased reliance on the SmarTrip cards by those customers. The Commuter Store at Ballston was the next best selling store; with an FY2004 sales total of $699,931, this figure is almost the same as their FY2003 sales total of $702,888. Again, this small decline was driven by the WMATA fare restructuring and the increased usage of the SmarTrip card.

The Mobile Commuter Store had its best sales year ever, posting an increase of 95% over the previous sales totals. The MCS had a grand total of $138,324 in sales this year versus last year’s total of $70,848. This increase was driven by utilizing a fixed weekly schedule that allowed its customers to make visits to the store at the same location on the same day of the week. The fixed stops include: Pentagon City, Ballston, The Pentagon, Courthouse Plaza, Clarendon and the East Falls Church Metro.

The Columbia Pike retail store also achieved its best sales year ever with a sales total of $87,796. This represents a sales increase of 62% over the FY2003 total of $54,198. However, despite the store’s better performance, after some financial analysis, it was determined that this retail store was not a viable option for the new fiscal year and it closed its doors for good on Friday, July 2nd, 2004. Customers are being routed to one of the other three remaining Commuter Stores, the Mobile Commuter Store and the WMATA sales office at the Pentagon.

Photo: Crystal City Store

Crystal City Commuter Store

Customer Visits Continue To Be Very High. Combined for the last fiscal year, a total of 132,886 customers visited our retail stores, or made purchases on line at CommuterDirect.com. The retail store with the highest number of visitors was the Crystal City Commuter Store with 44,448 visits during the year. This number represents 33% of the total visits for the Commuter Services Program. The Commuter Store at Rosslyn was the next most heavily visited location with a total of 33,500 customers visiting that store, for a 25% share of the total visits. CommuterDirect.com had 22,190 transactions during the year, for a share of 17%, while the Mobile Commuter Store had 10,383 visitors for an 8% share. The Commuter Store at Ballston had 18,498 visitors for a 14% share, while the Commuter Store at Columbia Pike saw a total of 3,867 visitors for a 3% share.

Arlington County Initiates An Industry Leading Distribution Program. During FY04 ACCS launched an on-line brochure ordering service that allows individuals and business to have transit information delivered directly to them at no cost. This allows commuters within the area to receive the specific detailed information that they need to handle their daily commutes. It also allows business to show their employees that mass transit is a viable alternative to driving alone in their cars. During the past 12 months, this program has shipped out more than 250,000 pieces of information (bus schedules, Metrorail maps, bike maps, carpool and vanpool information, bus maps and many other items). The distribution program maintains the bus schedules at the three retail and one Mobile Commuter Stores. The program has also taken over the installation and maintenance of the ART bus stop information displays that are installed along the various routes. This program works closely with the ATP sales staff to insure that all of their clients have all of the necessary information available to maximize their sales efforts. During these past 12 months, the Distribution staff has helped the county with the following projects: replacing all of the old WMATA schedules with newly priced ones; and worked closely with the Pike Ride campaign to make sure that the volunteers on the platforms on the day of the launch had all of the proper materials to hand out to the new riders.

Sales Figures GraphBREAKDOWN OF FY2004 SALES FIGURES

  • VRE accounted for $3,830,521 or 36.7% of the total sales figures.
  • WMATA accounted for $3,499,438 or 33.5% of the total sales figures.
  • MARC accounted for $2,531,862 or 24.3% of the total sales figures
  • OmniRide accounted for $230,012 or 2.2% of the total sales figures.
  • Other 3.3%

SmarTrip Cards And The Changing Role Of The Commuter Stores. As the Washington, DC area moves toward universal SmarTrip card usage and away of individual fare media for each transit vendor, the Commuter Store’s role as an outlet primarily for fare sales will shift more to SmarTrip card support and individual information consultation, maintaining its position as the premier one stop shop for transportation information and services. The stores will have the ability to download money directly to the customers’ SmarTrip cards as well as to do SmarTrip card trouble-shooting to continue to serve the community. Our Commuter Specialists will continue to provide top-notch customer service and assist the commuting public with the rest of their commuting needs.

Customer services skills training. During the past 12 months, every member of The Commuter Stores team was given training on various topics to improve the quality of our customers’ visits. These training classes were broken down into 4 key areas (Personal Development, Customer Service, Working Together and Job Specific). Each employee was required to attend 6 (or more) classes during the year, these classes are either taught in small groups (3-7), or are taken as an individual study program. The training department for the Commuter Stores administers the program and provides follow up information to guarantee that the information being learned is being applied in the workplace. Annually, this program is reviewed by the core management team and is revised to meet the changing needs of our staff members. Every staff member looks forward to these classes as they continue to grow professionally.

Commuter Information Center. The Commuter Information Center (CIC) was originally set up to process Internet orders received via CommuterDirect.com, to answer commuter questions received from CommuterPage.com, and to act as a central phone line for the Commuter Stores. With the introduction of ART – Arlington Transit service, CIC staff was additionally tasked with answering the published ART Information # 703.228-RIDE. Over the past two years ART has gone from one route to ten and with it the amount of time answering customer questions via phone and email has grown too. During FY04, in addition to processing over $4.2 million in sales or 1,800 Internet sales transactions each month, CIC staff responded to an average of 300 email inquiries and 1,500 telephone calls per month.

CIC Workload Breakdown

Phone Call & Email Questions

CIC Workload Graph Phone Call Breakdown Graph

Human Services And Other Programs: During the last year The Commuter Stores have assisted a variety of human service and other organizations by providing free services to their clients. These include:

  • The Super Senior Taxi (SST) program, whereby the Stores sell discounted taxi tickets to seniors over 75 years of age.
  • STARBucks. STAR is the Specialized Transportation for Arlington Residents. The Commuter Store is responsible for selling “STARBucks” in the stores and via the Internet.
  • AIM is a program of the Arlington Department of Parks, Recreation and Cultural Affairs. The Commuter Stores sell discounted fare media at ACCS cost, to AIM members.
  • Get-a-Job-Get-a-Ride is an important program for the Metropolitan DC area, it provides a free transit benefit to people who are seeking employment. This federally funded program is administered by the Commuter Direct staff and handles the commuting needs of approximately 115 newly hired workers in the area. By providing this transit benefit, these area residents can return to work and provide for their families without the burden of either owning a vehicle or the burden of paying for the costs of commuting to and from work.


Commuter Services Web Sites

CommuterPage.com®, CommuterDirect.com®, ArlingtonTransit.com, and WalkArlington.com

CommuterPage.com®, CommuterDirect.com®, ArlingtonTransit.com and WalkArlington.com continue their role as the best quartet of web sites regarding transportation in the region. CommuterPage.com is the region’s #1 source for commuting news, information and services. CommuterDirect.com is still #1 in the region in sales of transit tickets, tokens and passes. ArlingtonTransit.com has added real-time ART Alert and Arlington’s Urban Villages and is the best small transit system web site around. Just added to the ACCS family of web sites during FY 2004 is WalkArlington.com – home to a new County initiative encouraging people to walk more often.

There were 1.2 million “Visitor Sessions” on the sites last year or a 26 percent increase over the previous fiscal year’s 935,000 visitors or 82 percent more than the year before that. Nearly 500,000 of these Sessions were from “Unique Visitors” – a 42 percent increase over the 350,000 Unique Visitors from the previous year. Among the most popular pages on the sites in order of the number of visitors are Commuter Rail, Arlington Transit, Metro, Commuter Stores, Local and Commuter Buses, Bicycling, Arlington’s Urban Villages, Arlington Transportation Partners, Carsharing, Carpooling, Metro Connections, Metro Schedules, Mobile Services, Calculate the Cost of Commuting, Slug Line and much more.

Handheld computerMobile Services. During FY04 ACCS continued to bring in partners for CommuterPage.com Mobile Services. In 2002, Arlington Metrobus and Arlington Transit schedules as well as commuter news were made available to persons using mobile devices such as Palm Pilots, Pocket PCs and web enabled cell phones via Mobile Services. In 2003 the Northern Virginia Transportation Commission (NVTC) partnered with ACCS and paid for the rest of Northern Virginia transit systems to also be included in the service. During FY04 the Potomac and Rappahannock Transportation Commission (PRTC) joined the partnership and paid to have its OmniRide local and commuter buses added to the service. At the end of the fiscal year the Washington Metropolitan Area Transit Authority (WMATA) had also joined the partnership and work was begun on adding selected DC and Maryland Metrobus routes at WMATA’s expense.

ART Alert. During FY04 ArlingtonTransit.com launched ART Alert – a new tool to provide riders with the latest information on real-time service disruptions and immediate emergency announcements via Email and text messaging for cell phones, pagers, and PDAs that can receive SMS.

Arlington’s Urban Villages. A new section of the ART web site was introduced during the last year called “Arlington’s Urban Villages – Live, work, shop, play…no car required.” The highly interactive pages blend lifestyle information such as a database of restaurants and shopping at the individual neighborhood level with information on how to access this lifestyle via transit, biking, walking and carsharing.

WALKArlington.com. During the last year, the WALKArlington.com site was launched as an interactive home for the WALKArlington intiative. WALKArlington is an effort to build on an existing partnership between Arlington citizens, businesses and County staff to encourage more people to walk more often. WALKArlington.com is now maintained as part of the family of ACCS Internet sites.


Commuter Services’ Arlington Transportation Partners

Employer, Residential and Visitor Service

Employer Services. Arlington Transportation Partners employer services program grew from 127 “member” companies in 1998, to 239 companies in 1999, 290 companies in 2000, 344 companies in 2001, 402 companies in 2002, and 466 companies in 2003. At the end of FY 2004 this number reached an unprecedented high of 484 companies representing 123,351 employees throughout Arlington. FY2004 demonstrated a 4% growth in ATP’s client base over the previous year and a 281% overall growth since the end of FY1998.
ATP’s employers are classified by levels that correspond to the Metropolitan Washington Council of Governments Commuter Connections’ Employer Services criteria (Level-1 – meeting with a company; Level-2 – buy in, information distribution; Level-3 – Metrochek and other high level programs such as telework; Level-4 – two or more Level 3 programs.) The ATP’s adopted employer classification of the COG model is as follows:

  • Level 1 (Bronze) Employers express some interest in commuter programs and distribute information to their employees
  • Level 2 (Silver) Employers actually market commuter benefits to employees
  • Level 3 (Gold) Employers offer incentives for Commuter Programs, such as Metrochek
  • Level 4 (Platinum) Employers offer more than one Level 3 program

“Our Metrochek Benefit Program is a wonderful tax-free benefit and a big hit for our employees…we will continue to educate ourselves and our employees regarding all available transportation benefits and environmental transportation issues.”
–The Mills Corporation

Telework has been good for our business and good for our clients. It also helps us maintain our environmental focus.”
–The Marasco Newton Group

“Since we operate parking garages and can provide parking for free, it was expensive to make this decision [to implement an employer-paid transit benefit for employees]. But we finally could no longer ignore our area’s abysmal air quality and tragic traffic congestion.”
Bill Brakefield, Jr. Westfield Realty

Based upon the above Levels, twenty-nine percent (29%) of the 484 ATP network employers are classified as participating at Level-1, seven percent (7%) at Level-2, forty-six percent (46%) at Level-3 and eighteen percent (18%) at Level-4.

Best Workplaces for Commuters. This national program recognizes employers that provide outstanding commuter benefits. Arlington Transportation Partners continues to be a premier member of the Greater Washington Best Workplaces for CommutersSM Coalition (BWC), which consists of the Metropolitan Washington Council of Governments, the Washington Board of Trade, the U. S. Environmental Protection Agency, and other regional organizations, as we lead the planning and organization of the 2004 BWC campaign which kicked off July 1, 2004. A formal recognition ceremony is planned for October 2004 at which Arlington Transportation Partners will be receiving the 2003 Commuters Cup trophy for their outstanding work in recruiting employers in last year’s campaign.

ATP is very pleased to report that the original forty seven Arlington employers from the 2003 campaign have again in FY04 maintained their official U.S. EPA status as a “Best Workplace For Commuters.”

Bike To Work Day. Over the past several years Bike to Work Day has transformed from one small celebration of bicycle commuting in Downtown D.C. to a regional event encompassing communities from all across the area. The Arlington area Bike to Work Day event was held on May 7, 2004 from 7:00 a.m. to 8:30 a.m. in Rosslyn’s Gateway Park. A record 525 riders attended the Arlington Transportation Partners sponsored location and cyclist participation was recorded at a 36% increase over last year! Region wide, 4400 cyclists registered for Bike to Work Day which was held at 17 pit stops throughout the area, a whopping 50% increase over 2003 and a great indication that cycling is indeed an option for commuting to work. Each year Arlington beats out other regional jurisdictions as the most sought after venue. Arlington’s event statistics continue to be impressive with a total of 607 registrants pre-event and 398 cyclists signing in at the registration tables. Everyone gathers for a few hours to enjoy the festivities and food provided. Participants received a green Bike to Work Day t-shirt, water bottle, first aid kit, Guaranteed Ride Home brochure, and ATP newsletter, Solutions, all nicely packaged in an easy to carry plastic yellow bag. 300 bike maps were taken by the riders as well as other relevant transportation information provided by ATP. Zipcar and Flexcar were both in attendance, providing 200 bagels each, as well as free membership and hours which were raffled off during prize drawings. Representatives from each company signed up attendees for memberships. Zipcar recruited 25 new members and Flexcar recruited 15 new members at the event. Prizes were provided by City Bikes. Representatives from REI and Revolution Cycles were on hand to provide free bicycle tune-ups. Bike police were registering bikes and entertainment was provided by Cajun Blues band Barrelhouse Brawl. Greenberry’s Coffee supplied coffee for the event. Arlingtonians for a Clean Environment were also in attendance, providing information to riders. American Lung Association and Virginia Department of Transportation also had materials available for riders. Arlington County Board member Jay Fisette gave remarks and presented the 2004 Board Resolution announcing May 7, 2004 Bike to Work Day. Visit www.waba.org for more information on the Washington Area Bicyclist Association and the Bike to Work Day event.

For more information on Employer Services please visit www.CommuterPage.com/ATP.

Residential Services. Fiscal Year 2003 ended the year with 53 Residential Services client contacts representing 21 properties and 6,500 units in Arlington County. By the end of FY04, Residential Services initiated client relationships with 119 additional residential properties. These contacts were made in a variety of ways, including interactive marketing blitzes, property visits, telephone calls, direct mail, and e-mail. The residential program added one staff member to its team this year, doubling its size.

Residential Services classifies its client members using levels mirroring the successful Employer Services model. Of the program’s 140 clients, 4 properties are at Level 4, representing 2036 total units, 19 properties are at Level 3, representing 4393 total units, 94 properties are at Level 2 representing 20,476 units, and 23 properties are at Level 1, representing 4502 units. The total number of units in the County being served by Arlington Transportation Partners’ Residential Services is 31,407.

In September 2003 the residential sales team conducted a sales blitz in tandem with the ACCS Pike Ride Initiative along the Columbia Pike corridor. In December 2003, the residential sales team again spearheaded a marketing outreach blitz to properties in the Rosslyn-Courthouse Corridor, promoting the ART 61 Bus route.

Return sales visits, frequent direct mailings and telephone calls are made throughout each month, meeting and thanking property managers for their consistent help and enthusiasm in promoting transportation and transit use and participating in the ATP program. Our goal this year was to make Solutions newsletter available to residential clients for distribution to residents. Currently 26 properties are taking advantage of this service receiving 2781 copies of the newsletter, making it potentially available to 4996 units countywide.

Finally, ATP finished out the year in late June 2004 hosting two focus groups for residential property managers. The goal was to seek out information about their knowledge of the assistance available to them from ATP and the effectiveness of the ATP selling messages, marketing materials and campaigns. Nineteen property managers participated in two focus group sessions held at the ATP’s offices. Most property managers who participated were aware of some of the services available through ATP and the county, but were unaware of all of them. They were receptive to the services offered and indicated a desire to share information and services with their residents. The following is a sample of what some of our clients have to say about our successful residential sales program.

“ATP is a joy and a true find. We received the [Metrobus] schedules I asked you for plus all the other little things. Thank you so much, I did not expect this sort of good service and certainly not this fast. I really thank you.”
–Angela Lorrimer, Shirlington House

“Being a part-time manager and not living in the area meant that I never really understood the transportation problems Arlington County and the Metropolitan region suffer from. It was my tenets who made me aware of these problems. By being able to distribute transportation brochures to my residents and having (ATP) come speak at a board meeting, many questions that are usually directed toward me are now answered. Having brochure racks in the laundry rooms are a great resource for my residents and I have had only positive reactions since installing them. Since we are on the other side of 50, being able to provide my residents with this type of information is a real plus! Thank you.”
–Mr. Phil Bogert, Westmoreland Terrace

“ATP has been very helpful. Transportation questions are some of the many questions property managers, such as me, receive all of the time. And for the longest time I have not been able to provide my residents with answers. It is actually quite surprising to think of how many times people ask transportation related questions! ATP has given me the tools and resources I need to provide my residents with the answers they are looking for.”
–Mr. Jim Burkholder, Johnson Associate Properties

“When people look to rent an apartment they are usually moving from out of town and the first thing they want to know is how to get from their home to their place of employment. So from a business standpoint, if I can speak knowledgeably about area transportation options and present convincing information, such as brochures, I have a better chance of filling an apartment.”
–Mr. Jim Burkholder, Johnson Associate Properties

“Ordering brochures is easy. I order once a month to make sure my racks are constantly full. ATP’s service makes it easy for me to re-supply and maintain my displays.”
–Mr. Phil Bogert, Westmoreland Terrace

For information on Residential Services visit www.Commuterpage.com/ATP. For more information on ordering transportation brochures click here.

Solutions NewsletterSolutions Newsletter. Solutions is a full color document distributed to over 6,000 employer and residential clients. Just this year, Arlington Transportation Partners has expanded the distribution list to allow clients to share Solutions with their employees and/or residents. This has resulted in the newsletter being distributed to 1,918 private citizens. Employers also have the option of obtaining additional free copies to distribute to their employees. Currently 22 employers are participating in this added service with 5,304 additional copies of Solutions distributed to employees.

ATP has generated so much useful information and created such a demand for Solutions, that the newsletter is printed quarterly, rather than the three times a year it was initially published. Since it’s inception in 1999 over 30,000 copies have been printed and distributed.

Most of the articles in the newsletter are written for a general audience about transit and services available in the region. In addition, there are also articles specific to either Commuter Benefits Coordinators and property managers. The articles are designed to provide information on different transportation benefits that employers or property managers can offer their employees or residents; new services that would enhance employee or resident commutes; and services that ATP can provide to the employer or property manager. Articles are presented on upcoming events, not reports on activities that have already happened. The newsletter is also used to recognize companies or communities who are doing something special regarding transportation

A recent WB&A research survey conducted to gauge effectiveness of the newsletter state that on average, about four people other than the respondent read the newsletter in the employer market. On average, each copy gets read by 4.7 people, including the respondent. Employers save their issues for an average of 7.7 weeks. Two out of ten employers would like to receive additional copies of the newsletter to share with their employees. In the property manager market, between four and five people other than the respondent read the newsletter. On average each copy gets read by 5.2 people, including the respondent. Property managers save their issues for at least two weeks. Six out of ten property managers would like to receive additional copies of the newsletter to share with their residents. With the broad reach of the newsletter and the number of times that Solutions is passed along, readership is far more extensive than ATP initially believed it to be. Solutions is available online at www.CommuterPage.com/ATP. Click on Solutions to see back issues in PDF format.

Visitor Services. Arlington Transportation Partners launched the Visitor Services program in February of 2004. With 41 hotels, 10,000 available sleeping rooms per night, and over 225,000 square feet in meeting space in Arlington County, ATP believes the visitor market is growing target market for the distribution of transit and transportation information. The availability of a multitude of transportation options in the County makes it very easy and convenient for hotel visitors and guests to go sightseeing, attend special events and take advantage of regional entertainment and shopping venues. Using transit options is a great way to enhance the visitor’s hotel stay and their overall guest experience.

By taking advantage of ATP’s new online Brochure Service, hoteliers and their reservations and concierge departments can have a variety of transportation brochures and information delivered directly to their property free of cost. Brochures can be displayed at check-in desk locations, concierge locations, hotel lobbies, in-suite locations, and in hotel brochure racks. Additionally, ATP offers a number of online commuter services that will help reward hotel managers as they recruit and retain their valued employees. These services include www.Commuterpage.com, www.CommuterDirect.com, MyRewards and the Solutions newsletter.

Employer and Residential Services Sales Initiatives

“Pike Ride” In early September of 2003, the residential program participated in Arlington County’s “Pike Ride” marketing blitz by contacting 40 large apartment and condominium properties along the Columbia Pike corridor. ATP personally visited with property managers, answering questions and supplying schedules and transit information. The blitz took place over the course of two days, with a total of 10,826 units contacted. Follow up mailings with schedules and online brochure ordering kits were sent a week after the visits. As a result of the Pike Ride campaign, 21 new residential clients were established and two clients moved from Level 2 to Level 3.

ART 61. The ART 61 is a local neighborhood shuttle bus that runs during weekday rush hours, connecting neighborhood areas in Arlington with Metrorail stations. In December 2003, ATP targeted 70 residential properties in the neighborhoods served by the bus with a series of sales incentives and promotions. The sales team delivered a free-ride round-trip coupon and door hanger that included the ART 61 schedule and brochure that would be given to each resident in the selected properties, a lunch bag and “goodie” items to share with property managers, and additional brochures for office displays and move-in packets. ATP visited the properties over a four day span, dropping off the materials and explaining the bus service. A total of 10,000 door hangers and 20,000 free ride coupons were used in the promotion. As a result of ATP’s sales efforts overall ridership increased significantly during the months of January, February, and March. Ridership in January averaged 198 riders per day, the highest ever month of the bus. In February ridership averaged 205 riders per day. Additionally, total monthly ridership for February 2004 compared to the previous year (which was the start-up month for the service) was 4,113 riders, compared to 1788 in 2003. Additionally, ATP made contact with 70 property managers. ATP followed up with each of them with thank you notes, brochure packets, and information about other transportation services in the metropolitan region. This resulted in 22 clients implementing additional transit services for their residents.


Commuter Services Marketing Efforts
FY ‘04

Pike Ride

Efforts continued to market Pike Ride – the family of bus services (Metrobus 16 Line, ART 41, 73, 74, & 75) providing new destinations, more service, and more transit choices along Columbia Pike. Marketing efforts included:

  • Updating the timetable “spinny” tubes located at the bus stops on Columbia Pike
  • Updating the map and timetable posters at the Pentagon Station
  • Handing out revised schedules to passengers at Pentagon and Pentagon City
  • Mailing of a postcard to those who live along Columbia Pike thanking them for riding and offering a free ride coupon
  • Sponsoring the Columbia Pike Blues Festival

Pike Ride marketing and advertising won two awards in FY ’04:

  • 2004 ADDY Award from the Advertising Club of Metropolitan Washington for Vehicle Exterior, Mass Transit. The ADDY recognizes and rewards creative excellence in the art of advertising.
  • 2004 Tranny Award from the Transportation and Marketing Communications Association for Integrated Communications. The Tranny Award is a national award that recognizes best practices in marketing and communications in the transportation and passenger transit industries.

Presentations on the Pike Ride marketing campaign were given at the American Public Transportation Association Marketing and Communications Workshop, the Transportation Marketing and Communications Association Annual Conference, the Virginia Transit Association’s Annual Meeting, and the joint meeting of the Northern Virginia Transportation Commission and the Potomac and Rappahannock Transportation Commission Boards.

Pike Ride Research. A ridership survey was conducted in November, 2003 by WB&A Research. Questions focused on marketing and service efforts. Some of the results follow:

  • 90% were aware that the bus they were riding was part of Pike Ride bus service
  • 65% were aware of the changes before they happened
  • Sources of information which they had seen or used:
  • 68% transit tubes at bus stops (88% listed as useful)
  • 65% advertising on the buses (72% listed as useful)
  • 52% flyers (84% listed as useful)
  • 42% Commuter Stores (71% listed as useful)
  • 42% brochures (91% listed as useful)
  • 36% information mailed to home (78% listed as useful)
  • 30% coupons (79% listed as useful)
  • 29% www.CommuterPage.com (82% listed as useful)

Metrobus 22 photoMetrobus Route 22

Metrobus Route 22 was changed in late December. Prior to the changes, ACCS staff handed out a series of letters to the riders informing them of the public hearings, the recommended changes, and maps with the new routes. Flyers were also posted at the bus stops. In addition, ads at Metrorail station dioramas and on the buses announced that changes were coming and to go to CommuterPage.com for more information. This special webpage contained updates, maps, and information on the route changes.

Metrobus Route 38B

The tagline “The Orange Line with a View” was used on colorful headliners and rear window decals on the 38B route which runs from Ballston to Farragut Square via Clarendon, Courthouse, Rosslyn, and Georgetown. The buses act as a moving billboard for the route and draw attention (and riders) to the less crowded “above ground” version of the Orange Line.

Interior Bus Ads

Bus cards were produced promoting downloadable bus schedules to handheld devices for all Northern Virginia bus systems and VRE. The ads were placed in Northern Virginia Metrobuses and on Fairfax Connector buses.

Research on Arlington Car Owners

In May and June of 2004, Shugoll Research conducted a phone interview of 500 Arlington County car owners over the age of 18.

Key findings:

Benchmarks

  • The average number of total driving trips (commuting and non-commuting) per household is 31.7 trips per week
  • The average total mileage driven (commuting and non-commuting) is 144.2 miles per week
  • The average number of SOV (Single Occupancy Vehicle) commuting driving trips, among those who work outside the home, is 6.9 trips per week
  • The average number of non-commuting driving trips is 26.3 trips per week

Commuting Patterns

  • 60% commute in single occupant vehicles
  • 23% commute via Metrorail
  • County of employment
    • 40% Washington DC
    • 26% Arlington County
    • 17% Fairfax County
    • 17% other jurisdictions
  • Saving time is the key factor influencing commuting decisions
  • Interested in the fastest way to get to/from work
  • A change in job location or home address are the events most likely to initiate a re-evaluation of commuting decisions

Driver Segmentation Profiles

Attitudes toward driving:

  • 16% will always choose to drive
  • 22% will usually choose to drive
  • 33% will occasionally choose to use public or an alternative form of transportation
  • 29% prefer to use public or an alternative form of transportation

This information will be used to develop a transit-focused marketing campaign to target those who usually and occasionally choose to drive, plus try to get those who always drive to consider combining car trips.

Carsharing signs

Carsharing location signage

Carsharing

Arlington County partnered with Flexcar and Zipcar to more than double the number of carsharing vehicles in Arlington through a one-year pilot program in the Rosslyn-Ballston corridor. The county designated 20 easy-to-find, on-street parking spaces for carsharing vehicles, all convenient to Metrorail, Metrobus and ART-Arlington Transit bus service and marked with bright orange signposts.

A map was developed showing the carsharing locations. The map was used in a brochure and postcard, as well as on the CommuterPage.com website. Signpost inserts were designed to give passersby more information about carsharing and how to sign up.

A kick-off event was held on March 23, 2004. A press release was sent to media representatives and articles about the carsharing program appeared in local newspapers, as well as a segment on NewsChannel 8. Speakers were: Barbara Favola, Arlington County Board Chairman; Neil Peterson, Flexcar founder; Scott Griffith, Zipcar CEO and President; Roger Gorham, EPA Transportation Policy Specialist; and Mark Kellogg, Division Chief for the Department of Environmental Services, Planning Division.

Sponsorships

Sponsorships for CommuterPage.com included the Arlington County Fair, Taste of Arlington, and Clarendon Day.

Arlington Transit

ART Alert was launched in December. It is a new service designed to provide ART passengers with the latest information on real-time service disruptions and immediate emergency announcements via Email and text messaging for cell phones, pagers, and PDAs that can receive SMS.

The first edition of the ART Forum newsletter was launched in the winter and distributed to Arlington Transit riders. A summer edition was distributed in June. The newsletter provides ART passengers with updates on routes, information about new services, and articles on subjects such as Air Quality Action Days, carsharing, ART Alert, and more.

Arlington Transit ads were placed in the Arlington Metrorail stations.

ART bus photoART snow route maps were developed and distributed to riders. The maps detail the changes in the ART routes due to snow or other inclement weather conditions. These maps were also posted on www.ArlingtonTransit.com.

Updated schedule brochures were produced for ART 51/52, 53, and 41. New bus stop inserts were also produced for these routes.

ART 67 – Ballston-Virginia Square Free Lunch Loop shuttle launched a “Win 10” summer promotion in conjunction with the Lunch Loop’s sponsors.

CommuterPage.com

A focus group was held to review CommuterPage.com and get input on design and functionality. Based on the results from the focus group, design changes were made to the site.

Commuter Stores

New graphics and signs were installed in the Ballston Commuter Store.

Commuter Store ads were placed at the Crystal City and Rosslyn Metrorail stations.

Research was conducted by WB&A Research at the Crystal City Commuter Store to get users feedback on the redesigned store.

Key findings include:

Customers:

  • twice as likely to be male (36 of 51 interviewed) as female
  • have an average age in the mid-forties (average age of 46.6)
  • most likely to live (35) and/or work (39) in Virginia
  • 48 of the 51 interviewed are currently employed
  • 38 of 51 interviewed visit this Commuter Store between once a week and once a month
  • most common reason to visit is to purchase transit fares (42)
  • 43 say the Crystal City Commuter Store is the only Store they have ever visited

Staff

Most agree that the Commuter Store’s staff is:

  • helpful (49 of 51 interviewed)
  • knowledgeable (48)
  • courteous (47)

Store

  • Most respondents agree that the terms “pleasant,” “inviting” and “easy to use” describe the Commuter Store well (43-47 giving each a rating of 4 or 5 on a 5-point scale).
  • About two-thirds agree that the terms “cutting edge” and “innovative” (33 each) describe the store.
  • Most respondents agree that the Commuter Store is not “confusing” (47), “boring” (44) nor is it difficult to find what you are looking for (43).
Photo: Mobile Commuter Store

Mobile Commuter Store

Mobile Commuter Store

The interior of the Mobile Commuter Store was redesigned with the same graphics used in the Commuter Stores. In addition, brightly colored outdoor floor mats and window decals were created with phrases such as “Trade in your Metrocheck.” to attract passer-bys.

4” x 9” cards with the Mobile Commuter Store’s daily schedule were developed to hand out to customers and put in racks.

Bus stop signs and inserts were developed to indicate the location, time, and day of the weekly stops.

Posters and entry forms were created for the Mobile Commuter Store summer prize give-away.

Additional Marketing

Developed a poster detailing all the transit options in Arlington County. The poster was hung on the bulletin board located in the lobby of the County Government Offices in Courthouse Plaza.

Assisted the WALKArlington program promote its Orange Line Walkers class and its website.

A 4” x 9” two-sided card was developed for the ParkSmart parking card, as well as labels to put on the parking meters designating them as able to use the card.

Brochures were produced for two senior transit programs – Super Senior Taxi and Senior Center Adult Transportation.

Movinig Words Poetry Program is a program of the Cultural Affairs Division of the Department of Parks, Recreation and Community Resources. ACCS is the sponsor of the program and pays for the posters and stipends. Poems are exhibited on posters put on over 425 Metrobuses in Arlington County, Alexandria, Falls Church, Fairfax County, and Fairfax City, where they can be viewed by approximately 1.3 million riders per month. From April through September, six adult poets are featured. Adult poets live or work in Arlington County, and are selected through an annual competition with a deadline date of January 31. From October through March, twelve young poets are featured. Young poets are enrolled in the Arlington Public Schools in grades kindergarten through 12. They are selected through an annual competition, coordinated with The Humanities Project, with a mid-June deadline.


Transportation Demand Management for Site Plan Development

In September 2003, Arlington County Commuter Services (ACCS) hired a full-time transportation engineer to manage the Site Plan Transportation Demand Management (TDM) program.

Site Plan TDM activities completed in FY’04 includes the following:

High rise photoTDM Conditions for Site Plan Proposals

Participation in the site plan review process was maintained on a full-time basis. The TDM Policy was applied consistently to site plan proposals. Voluntary TDM agreements were successfully negotiated for fourteen approved site plan developments and two approved proffer amendments in FY ’04.

TDM and the Transportation Commission

The Transportation Commission held over 20 meetings in FY ’04 to review a broad range of TDM issues including: conditions for site plan proposals, new strategies, history the program and updating the existing policy. The Transportation Commission is appointed by the Arlington County Board as an advisory body on transportation issues including TDM.

Standard TDM Site Plan Conditions

A base set of standard TDM site plan conditions was maintained for both residential and commercial development. The 28 standard TDM site plan conditions include TDM strategies in the following categories: parking management, facilities, promotions, monitoring and funding. The standard TDM conditions are based on the TDM matrix as outlined in the 1990 County Board approved TDM Policy and have become more comprehensive with expanded commuter services. The standard TDM conditions are constantly applied to the site plans and developments are required to mitigate the transportation impacts of the site on a case-by-case basis per the 1990 TDM Policy.

Cost Analysis of Base Standard TDM Site Plan Conditions

A comprehensive cost analysis was performed to determine the cost of the base standard TDM site plan conditions. The analysis looked at both typical residential and commercial development TDM plans over a 10-year period. The cost analysis will also provide valuable feedback regarding the specific TDM conditions required for residential and commercial properties. Along with an understanding of the total cost associated with a ten-year TDM plan, the cost analysis provided a breakdown of developer/property owners cost, and Arlington County cost. The cost breakdown of the standard TDM conditions provides a valuable tool for understanding the full implications for negotiating and enforcing future TDM requirements.

Revised TDM Policy Guidelines for Site Plans

Research is being done to prepare for on-going discussions regarding the establishment of new TDM Policy Guidelines for Site Plans. The current practice for TDM site plan conditions is to include TDM strategies for both commercial and residential site plan proposals which exceed the requirements in the original 1990 TDM Policy which focused primarily on workplace TDM issues. The study of a process that is more formalized is being done in an effort to make the TDM program more effective and measurable.

Enforcement, Monitoring and Documentation of Site Plan Properties

A plan to assist site plan properties comply with their TDM condition requirements continues to be developed. A comprehensive plan for monitoring of TDM activities by properties with TDM condition requirements is being developed. Fifteen site plan properties have been contacted regarding compliance with site plan conditions. Research and documentations of the TDM conditions for site plan properties continues. Currently, the TDM program has records for approximately 60 site plan properties with TDM condition requirements. An electronic database is being developed to store the TDM site plan condition requirements and compliance information.

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