Towards a framework for Mobility Towards a framework for Mobility ManagementManagement

ECOMM 2008

London

Giuliano Mingardo

Harry Geerlings

Erasmus University Rotterdam

Background

• MM is gaining attention not only among policy makers but also among researchers;

• Still, there is relatively little scientific literature about MM;

• Very often MM is a long list of best practices or successful stories, but there is hardly any framework for it;

• We are trying to build a framework for MM;

Analysis

One firm: Erasmus University Rotterdam

Two divisions:1) Erasmus MC

2) Woudestein

Two approaches:1) “Successful” implementation of MM;

2) No implementation of MM (yet);

Methodology

Our approach is twofold:

• Qualitative research: policy analysis and interview with stakeholders;

• Quantitative research: survey about the mobility patterns of circa 2,000 employees (response rate 787);

Frame of analysis (I)

Three spatial levels:

• Micro: the employee;

• Meso: the employer;

• Macro: the local authority;

Frame of analysis (II)

Two elements:A. DRIVERS needed to introduce/accept MM

measures:• Problems to be solved;• Sense of urgency;

B. POLICY TOOLS needed to implement MM measures:

• Stick;• Carrot;• Infrastructure (alternatives to car use);

DRIVERS POLICY TOOLS

PROBLEM TO BE SOLVED

SENSE OF URGENCY

STICK CARROT INFRA

Alternatives to car use

Perceived by the employee:

• Commuting;

• Stress;

• Health;

Low

High

Provided by the employer:

• company paid parking

Provided by the employer:

• fin incentives;

• other (bike schemes, ...)

-

Perceived by the employeer

• Economic

• Productivity lost

Low

High

Provided by the local authority:

• max parking norms;

• Travel Plans

Provided by the local authority:

• Incentives;

• Knowledge support

Provided by the local/regional authority:

• specific link with PT or bycicle infra

Perceived by the city:

• Accessibility;

• Economy;

• Quality of Life;

Low

High

Provided by the local autority:

• paid parking;

• congestion charge;

• ...

?

Provided by the local/regional/natauthority:

• PT system;

• Bycicle lanes;

•...

MIC

RO

ME

SO

MA

CR

O

Erasmus University Rotterdam: DRIVERS

PROBLEM TO BE SOLVED SENSE OF URGENCY

ERASMUS MC Huge accessibility problem for employees, patients and visitors;

Very high:

• late employees and patients mean higher costs and less revenues;

ERASMUS WOUDESTEIN

•Improve quality of life on campus;

•Avoid construction of new parking;

Medium-Low:

•To be an attractive employeer;

• Save the money for the construction of the new parking facility;

MESO

Erasmus University Rotterdam: POLICY TOLLS

STICK CARROT INFRASTRUCTURE

ERASMUS MC

YES

Paid parking for employees

YES

Financial – Individual travel budget

YES

ERASMUS WOUDEST.

NO YES

Not financial – bike schemes

YES

MICRO

Erasmus University Rotterdam: POLICY TOLLS

STICK CARROT INFRASTRUCTURE

ERASMUS MC

YES

Paid parking around the campus

YES

ERASMUS WOUDEST.

NO YES

MACRO

ERASMUS MC (MM successfully implemented)DRIVER POLICY TOOLS

PROBLEM SENSE OF URGENCY

STICK CARROT INFRA

MICRO YES HIGH YES YES -

MESO YES HIGH - ? YES

MACRO YES HIGH YES - YES

DRIVER POLICY TOOLSPROBLEM SENSE OF

URGENCYSTICK CARROT INFRA

MICRO NO - NO YES -

MESO YES MEDIUM-LOW

? YES

MACRO YES HIGH NO - YES

ERASMUS WOUDESTEIN (MM not implemented)

CONCLUSIONS

In order to successfully implement MM measures in a firm you need three sets of necessary conditions:

1. The sense of urgency at micro or meso level must be high;

2. Stick measures must be present both at micro and macro level;

3. The carrot must be present at micro level (preferably a financial carrot);

ERASMUS WOUDESTEIN

• Questionnaire on the mobility pattern of employees and students;

• High response: 787 employees (45,2%) and 2,572 students (16,3%);

Erasmus University Rotterdam

34143%

20%

19925%

152%

41%

21928%

71%

Car

Moped/scooter

P ublic transport

Bicycle

By foot

Motor

Car+publictransport

Modal Split employees

Erasmus University Rotterdam

3%

5%

0%

4%

43%

1%

0%

16%

11%1%

16% 19%

6%

5%

1%

4%

13%

19%

21%

1%

8%

3%0%

Comfortable

Quiet, be on yourownTo avoid delays

Cheap

Reliable

Rapidly

Pleasant

Safe

Independent

Flexible

Good forhealth/environmentNo other reason

Reasons for traveling by car

Erasmus University Rotterdam

1%3% 5%4%

2%

28%

13%0%

9%

5%

30%

2% 4%7%

10%

3%

15%

11%0%8%

12%

25%

3%

Comfortable

Quiet, be on yourownTo avoid delays

Cheap

Reliable

Rapidly

Pleasant

Safe

Independent

Flexible

Good forhealth/environmentNo other reason

Reasons for traveling by bike

Erasmus University Rotterdam

5

1

1

40

7

0

158

1

24

124

6

0

0

270

0

172

54

2

4

6

0%

20%

40%

60%

80%

100%

Car

Mop

ed/sc

oote

r

Public

tran

spor

t

Bicycle

By fo

ot

Mot

or

Car+p

ublic

tran

spor

t

Mode

Per

cen

tag

e

8+ kilometre

2-8 kilometre

0-2 kilometre

Distance vs. modal split

Erasmus University Rotterdam

10

1

26 36 2

0 0

313

1 90

118 9

4

6

18

283

65 4

0

1

0%

20%

40%

60%

80%

100%

Car

Mop

ed/sc

oote

r

Public

tran

spor

t

Bicycle

By fo

ot

Mot

or

Car+p

ublic

tran

spor

t

Transport mean

Per

cen

tag

e

Neutral

Negative

Positive

Opinion about the monthly payment for parking the car

Erasmus University Rotterdam

24

7946

270 261

1 1

X

0%

20%

40%

60%

80%

100%

Contributution Reward

Perc

en

tag

e

Not of application, I do nottravel by car

No

Yes, in case the monthlysum is more than 20 Euro

Yes

Would you quit driving in case of …?

Payment

Erasmus University Rotterdam

39%

1%

3%

7%2%6%

11%

31%

0%

Improving chain mobility

Improving social security

Improved bus connections

Improved frequencies bus

Tram stop 21 at the EUR terrain

Improved facilities for bikers

To reward positive behaviour

None, car is only alternative

I do not arrive by car

Reasons to quit driving

CONCLUSIONS

In order to successfully implement MM measures in a firm you need three sets of necessary conditions:

1. The sense of urgency at micro or meso level must be high;

2. Stick measures must be present both at micro and macro level;

3. The carrot must be present at micro level (preferably a financial carrot);

TASK FOR THE LOCAL AUTHORITY

• Make employers aware of the seriousness of the problem;

• Put employers in the right position to introduce MM measures: provide the stick at macro level!

HOW TO MAKE EMPLOYERS AWARE

• They know there is a problem;

• They might know the seriousness of the problem;

• They know the possible solutions;

• What they often don’t know are the BENEFITS OF MOBILITY MANAGEMENT

THANKSTHANKS