Playa Vista Ability2Change

Summary
In Playa Vista, California, Ability2Change work-place based transportation campaigns used custom services and incentives to decrease single-occupant-vehicle (SOV) peak period behaviors. Compass, a transportation demand management program designed to change commuter behavior, began developing the Ability2Change campaigns by analyzing existing transportation infrastructure, identifying regions where transit, cycling, and pedestrian routes could be safely and realistically adopted. Focus groups with existing users of non-SOV modes of transport were held to understand the process these individuals went through while commuting and to determine how to best promote Ability2Change programming, while employer representatives from each worksite helped Compass identify program delivery channels. Three mode-specific campaigns were created for transit, ridesharing, and cycling, with each targeting individuals who had the ability to change rather than a motivation to change, through a series of tailored e-mails enabling interested individuals to receive incentives specific to each mode of transport.  Campaign impacts were measured through an annual commuter survey, gate counts at office parking garage entrances, on-line trip reporting, and transit pass audits. Over seven months, there was a 4.9% decrease in peak time SOV trips, with a corresponding increase in carpool, cycling, and transit trips reported.

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Results
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McKenzie-Mohr & Associates

Expertise in Community-Based Social Marketing