Pulsar Advertising Southeastern Institute of Research 1 Dulles Corridor Metrorail Project Consumer Research October 15, 2004 Pulsar Advertising G Southeaste rn Institute of Research
Jan 31, 2016
Pulsar Advertising Southeastern Institute of Research 1
Dulles Corridor Metrorail Project
Consumer Research
October 15, 2004
Pulsar Advertising
G
Southeastern
Institute of Research
Pulsar Advertising Southeastern Institute of Research 2
Outline of Presentation
• Objectives• Methodology• Detailed Findings and
Strategic Implications• Review of Strategic
Implications
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
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
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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.
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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.
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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
Pulsar Advertising Southeastern Institute of Research 8
Detailed Findings and
Strategic Implications
Pulsar Advertising Southeastern Institute of Research 9
Support for the Dulles Metrorail Project: Overall Reaction
Pulsar Advertising Southeastern Institute of Research 10
A Strong Base of Support for the Dulles Corridor Metrorail Project
Already Exists
3%
3%
3%
22%
68%
0% 20% 40% 60% 80% 100%
Don't know
No support
Very little support
Some support
Great deal ofsupport
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 Samplen = 1,200
Of those 89% of the population
who are aware of the
Dulles Corridor Metrorail Project …
Pulsar Advertising Southeastern Institute of Research 11
Support of the Dulles Corridor Metrorail Project Is Widespread
2%
3%
28%
63%
4%
4%
24%
66%
0% 20% 40% 60% 80% 100%
No support
Very littlesupport
Some support
A great deal ofsupport
Construction Zone Residents
Other Corridor Residents
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 Corridorn = 400
Pulsar Advertising Southeastern Institute of Research 12
Residents Throughout the Corridor Support the Project
4%
93%
8%
89%
7%
90%
5%
91%
0% 20% 40% 60% 80% 100%
Do not support
Support
East
Tysons
Airport
Loudoun
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.
Pulsar Advertising Southeastern Institute of Research 13
Both Heavy DTR Users and Other DTR Users Support the Project
3%
3%
27%
64%
4%
2%
13%
77%
0% 20% 40% 60% 80% 100%
No support
Very littlesupport
Some support
A great deal ofsupport
Heavy DTR Users
Other DTR Users
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
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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
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Residents Support the Project Because They Believe It Will Decrease Traffic
Congestion
8%
9%
10%
14%
18%
32%
0% 20% 40% 60% 80% 100%
Another option
Long overdue
In favor of mass transit
Access to airport
Easier/more convenient
Less 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
Supportersn = 1086
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Both Corridor Residents and Construction Zone Residents Support the Project Because They Believe It Will Reduce Traffic
Congestion
6%
7%
14%
19%
17%
28%
9%
8%
6%
10%
13%
31%
0% 20% 40% 60% 80% 100%
Another option
Long overdue
In favor of masstransit
Access to airport
Easier/moreconvenient
Less trafficcongestion
Construction Zone Residents
Other Corridor Residents
Question: Why do you say that (you support/do not support Dulles Rail Project)?
Construction Zone
N = 400
Other Corridorn = 400
Pulsar Advertising Southeastern Institute of Research 17
Both Heavy DTR Users and Other Users Support the Project Because It Will Decrease Congestion
7%
8%
10%
15%
16%
30%
9%
10%
6%
7%
17%
30%
0% 20% 40% 60% 80% 100%
Another option
Long overdue
In favor of mass transit
Access to airport
Easier/more convenient
Less traffic congestion
Heavy DTR Users
Other DTR Users
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
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.)
Not at all reduce
11%
Don't know3%
Significantly reduce
37%
Somewhat reduce
49%
Total SampleN=1,200
Pulsar Advertising Southeastern Institute of Research 19
Those Who Believe the Rail Project Will Reduce Traffic Congestion Are More
Likely to Support the Project
29%
4%
2%
71%
96%
98%
0% 20% 40% 60% 80% 100%
Not at all reduce
Somewhat reduce
Significantlyreduce
Supporters
Non-supportersWeighted 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 Reducen = 447
Somewhat Reducen = 584
Not At All Reducen = 131
Pulsar Advertising Southeastern Institute of Research 20
Support for the Dulles Metrorail Project:
A Personal Experience
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
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Over One-Fourth Believe the New Service Will Provide Convenient Transportation
for Their Household
6%
11%
13%
18%
27%
0% 20% 40% 60% 80% 100%
Faster travelingtime
Reduce trafficcongestion
Easier commute toairport
A transportationoption
Convenienttransportation
Weighted data
Question: How will the Dulles Rail Project affect you or anyone in your household?
Total Samplen = 1,200
Pulsar Advertising Southeastern Institute of Research 23
Project Supporters Are More Likely to View The New Rail Service as Providing Convenient
Transportation
3%
6%
4%
3%
2%
6%
11%
14%
20%
30%
0% 20% 40% 60% 80% 100%
Faster travelingtime
Reduce trafficcongestion
Easier commute toairport
A transportationoption
Convenienttransportation
SupportersNon-supporters
Weighted data
Question: How will the Dulles Rail Project affect you or anyone in your household?
Supportersn = 1,086
Non-supporters
n = 76
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.
4%
9%
16%
15%
24%
9%
15%
6%
26%
33%
0% 20% 40% 60% 80% 100%
Faster travelingtime
Reduce trafficcongestion
Easier commute toairport
A transportationoption
Convenienttransportation
Heavy DTR UsersOther DTR Users
Question: How will the Dulles Rail Project affect you or anyone in your household?
Heavy DTR Users
n = 456
Other DTR Users
n = 744
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.
11%
1%
1%
89%
99%
99%
0% 20% 40% 60% 80% 100%
No impact on me
Convenienttransportation
A transportationoption
Supporters
Non-supportersWeighted 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 Transportatio
n Optionn = 218
Convenient Transportatio
nn = 328
No Impact On Me
n = 335
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.”
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.”
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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.
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.
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The Impact of Toll Increase
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About Half Are Aware of Toll Increase
2%
49%
49%
0% 20% 40% 60% 80% 100%
Don't know
No
Yes
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 Samplen = 1,200
Pulsar Advertising Southeastern Institute of Research 32
Heavy DTR Users Are More Likely to Be Aware of the Toll Increase
3%
51%
46%
1%
45%
53%
0% 20% 40% 60% 80% 100%
Don't know
No
Yes
Heavy DTR Users
Other DTR Users
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
Pulsar Advertising Southeastern Institute of Research 33
Two-thirds Feel That Increasing Toll to Fund Dulles Corridor Metrorail Project Is
Appropriate
4%
18%
15%
38%
25%
0% 20% 40% 60% 80% 100%
Don't know
Very inappropriate
Somewhatinappropriate
Somewhatappropriate
Very 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 Samplen = 1,200
Pulsar Advertising Southeastern Institute of Research 34
One Third of Residents Feel A Toll Increase Is Inappropriate
14%
15%
38%
30%
16%
14%
42%
24%
0% 20% 40% 60% 80% 100%
Very inappropriate
Somewhatinappropriate
Somewhatappropriate
Very appropriate
Construction Zone Residents
Other Corridor Residents
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
Pulsar Advertising Southeastern Institute of Research 35
Residents In the Eastern Corridor and in Tysons Are More Supportive of the Toll
Increase
37%
59%
39%
57%
25%
72%
23%
73%
0% 20% 40% 60% 80% 100%
Toll increase isinappropriate
Toll increase isappropriate
East
Tysons
Airport
Loudoun
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.
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
58%
69%
0% 20% 40% 60% 80% 100%
Not aware oftoll increase
Aware of tollincrease
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 Increasen = 585
Not Aware of Toll Increase
n = 587
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
15%
14%
40%
28%
23%
17%
36%
20%
0% 20% 40% 60% 80% 100%
Veryinappropriate
Somewhatinappropriate
Somewhatappropriate
Very appropriate
Heavy DTR Users
Other DTR Users
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
Pulsar Advertising Southeastern Institute of Research 38
The Primary Criticism of Raising the Tolls: Those Who Use the Rail Should
Pay
11%
2%
2%
6%
46%
7%
9%
12%
15%
28%
12%19%
0% 20% 40% 60% 80% 100%
Should already be paid
for
Everyone should have
to pay for it
Government should
pay
Taxes should cover it
Toll already too high
Those who use the rail
should pay
Supporters
Non-supporters
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.
Supportersn = 327
Non-supporters
n = 51
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
44%
38%
0% 20% 40% 60% 80% 100%
Non-supporters
Supporters
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
Supportersn = 1,086
Non-supporters
n = 76
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
34%
44%
0% 20% 40% 60% 80% 100%
Other DTRUsers
Heavy DTRUsers
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
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.
Pulsar Advertising Southeastern Institute of Research 42
Intended Usage
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.)
Don't know2%
Somewhat likely31%
Very likely48%
Very unlikely
11%
Somewhat unlikely
8%
Total Samplen = 1,200
Pulsar Advertising Southeastern Institute of Research 44
Likely Users Cite a Variety of Reasons for Intended Usage of
Dulles Rail
5%
9%
9%
10%
12%
12%
14%
15%
18%
24%
0% 20% 40% 60% 80% 100%
No need for car
Eliminate parking
Faster commute
Save money
Travel to entertainment or shopping
Travel to work
Avoid traffic congestion
Access to Washington
Airport access
Convenience
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
Pulsar Advertising Southeastern Institute of Research 45
Supporters Are Much More Likely To Intend to Use the New Service than Are Non-
supporters
35%
84%
0% 20% 40% 60% 80% 100%
Non-supporters
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.)
Supportersn = 1,086
Non-supporters
n = 76
Pulsar Advertising Southeastern Institute of Research 46
Heavy DTR Users Are More Likely to Use the New Rail Service than Are
Other DTR Users
76%
85%
0% 20% 40% 60% 80% 100%
Other DTRUsers
Heavy DTRUsers
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
Pulsar Advertising Southeastern Institute of Research 47
Supporters See Themselves Using the New Rail Service. Non-supporters Do
Not.
0%
2%
2%
2%
21%
22%
10%
21%
29%
29%
55%
57%
0% 20% 40% 60% 80% 100%
School or schoolactivities
Visiting friends
Shopping trips
Work trips
Trips to airport
Entertainmentdestinations
Supporters
Non-supporters
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
Servicen = 836
Non-supporters Who Are Likely to Use the New
Rail Servicen = 54
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
8%
19%
26%
19%
53%
54%
11%
20%
26%
36%
52%
56%
0% 20% 40% 60% 80% 100%
School or schoolactivities
Visiting friends
Shopping trips
Work trips
Trips to airport
Entertainmentdestinations
Heavy DTR Users
Other 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.
Pulsar Advertising Southeastern Institute of Research 49
Prospective Users of New Rail Service Are More Likely to Believe the Toll Increase Is
Appropriate
52%
67%
0% 20% 40% 60% 80% 100%
Not likely touse new rail
service
Likely to usenew railservice
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
Servicen = 950
Not Likely to Use the New Rail Service
N = 229
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.
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.
Pulsar Advertising Southeastern Institute of Research 52
Non-supporters
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
Pulsar Advertising Southeastern Institute of Research 54
Non-supporters Are Concerned About the Cost of the Project
1%
11%
14%
18%
0% 20% 40% 60% 80% 100%
Don't know muchabout it
Would never use
No impact on me
Cost/tax increase
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
Pulsar Advertising Southeastern Institute of Research 55
They Believe Population Growth Is the Long-term Negative Impact
12%
5%
0% 20% 40% 60% 80% 100%
Non-supporters
Supporters
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
Supportersn = 1,086
Non-supporters
n = 76
Pulsar Advertising Southeastern Institute of Research 56
Reasons For Non-support of the Dulles Corridor Metrorail
Project
44%
26%
75%
90%
84%
58%
0% 20% 40% 60% 80% 100%
Believe the rail project will reducecongestion along DTR
Believe the rail project will have apositive impact on their area
Believe the project constructionwill interfere with their lives
Supporters
Non-supporters
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
Supporters n=1,086; Non-supporters n=76
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?
No96%
Yes4%
However,
Total SampleN = 1,200
Pulsar Advertising Southeastern Institute of Research 58
Non-supporters Are More Likely to Have Attended Public Meetings about the
Project
91%
9%
96%
4%
0% 20% 40% 60% 80% 100%
Have notattended public
meeting
Have attendedpublic meeting
Supporters
Non-supporters
Weighted data
Question: Have you ever attended any meeting open-to-the-public regarding the Dulles Rail Project?
Supportersn = 1.086
Non-supportersn = 76
Represents in total only
8% of population.
Pulsar Advertising Southeastern Institute of Research 59
Non-supporters Are More Vocal About Their Opinion of the Dulles Rail Project
26%
65%
35%
74%
0% 20% 40% 60% 80% 100%
No, have notspoken atmeeting
Yes, havespoken atmeeting
Supporters
Non-supporters
Weighted data
Question: Have you ever openly voiced your opinion about the Dulles Rail Project at one of these meetings?
Supporters Who Have Attended Meetingn = 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.
Pulsar Advertising Southeastern Institute of Research 60
Non-supporters Tend to Be Older Than Supporters
5%
18%
11%
18%
26%
17%
4%
1%
4%
9%
8%
22%
20%
9%
3%
25%
0% 20% 40% 60% 80% 100%
Don't know/refused
Over 65
Age 60-65
Age 50-59
Age 40-49
Age 30-39
Age 25-29
Age 18-24
Supporters
Non-supporters
Weighted data
Question: What is your age? Are you…(Read answers.)
Supportersn = 1,086
Non-supportersN = 76
Pulsar Advertising Southeastern Institute of Research 61
Employment Status of Non-supporters and Supporters Is
Comparable
5%
0%
0%
3%
3%
18%
12%
59%
3%
2%
1%
2%
12%
9%
61%
9%
0% 20% 40% 60% 80% 100%
Don't know/refused
Other
Student
Looking for work
Homemaker
Retired
Working part-time
Working full-time
Supporters
Non-supporters
Weighted data
Question: Are you…(Read answers.)
Supporters n = 1,086
Non-supporters
n = 76
Pulsar Advertising Southeastern Institute of Research 62
But, Non-supporters Are More Likely To Be Employed in Private Industry or To Be Self-
Employed
4%
25%
8%
63%
10%
14%
16%
60%
0% 20% 40% 60% 80% 100%
State or localgovernment
Self-employed
Federalgovernment
Private industry
Supporters
Non-supporters
Weighted data
Question: Do you work for…(Read answers.)
Supporters Who Are
Employedn = 764
Non-supporters Who Are
Employed n = 54
Pulsar Advertising Southeastern Institute of Research 63
Non-supporters Are More Likely to Drive Alone
11%
0%
2%
0%
2%
86%
13%
0%
2%
4%
72%
9%
0% 20% 40% 60% 80% 100%
Other
Vanpool
Telework
Bus
Carpool
Drive alone
Supporters
Non-supporters
Question: What is your current most frequent mode of commute to and from work? (Read answers.)
Weighted data
Supporters Who Are
Employedn = 764
Non-supporters Who Are
Employedn = 54
Pulsar Advertising Southeastern Institute of Research 64
Supporters and Non-supporters Are Equally Likely to Transport Children to
Daycare
0%
90%
10%
3%
88%
10%
0% 20% 40% 60% 80% 100%
Don't know
No
Yes
Supporters
Non-supporters
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
Employedn = 764
Supporters Who Are
Employedn = 54
Pulsar Advertising Southeastern Institute of Research 65
Consistent with the Educational Profile of the Area, Both Supporters and Non-Supporters Are College
Educated
6%
39%
33%
11%
0%
10%
2%
0%
5%
32%
42%
13%
5%
1%
0%
2%
0% 20% 40% 60% 80% 100%
Don't know/refused
Post college graduate
College graduate
Some college
Technical school
High school graduate
Some high school
Grade school
Supporters
Non-supporters
Weighted data
Question: What is the highest level of education you have completed?
Supportersn = 1,086
Non-supporters
N = 76
Pulsar Advertising Southeastern Institute of Research 66
Non-supporters Are Less Likely to Have Moved to Northern Virginia in the Last 5
Years
2%
71%
16%
5%
3%
2%
4%
63%
13%
10%
3%
7%
0% 20% 40% 60% 80% 100%
Don't know /refused
10 years or more
5-10 years
3-5 years
1-2 years
Less than one year
Supporters
Non-supporters
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
Pulsar Advertising Southeastern Institute of Research 67
Income Levels of Supporters and Non-supporters Are About Equal
33%
23%
12%
14%
10%
8%
0%
25%
25%
12%
15%
8%
1%
14%
0% 20% 40% 60% 80% 100%
Refused
$125,000 or more
$100,000 to less than $125,000
$75,000 to less than $100,000
$50,000 to less than $75,000
$25,000 to less than $50,000
Less than $25,000
Supporters
Non-supporters
Weighted data
Question: Is your current household income…(Read answers.)
Supportersn = 1,086
Non-supportersn = 76
Pulsar Advertising Southeastern Institute of Research 68
Supporters Are About As Likely As Non-supporters To Be Minorities
12%
8%
7%
1%
0%
72%
8%
5%
5%
2%
77%
3%
0% 20% 40% 60% 80% 100%
Don'tknow/refused
Other
Asian
Hispanic
African American
Caucasian orwhite
Supporters
Non-supporters
Weighted data
Question: Would you describe yourself as…(Read answers.)
Supportersn = 1,086
Non-supporters
n = 76
Pulsar Advertising Southeastern Institute of Research 69
Non-supporters Are More Likely to Be Male
40%
60%
51%
49%
0% 20% 40% 60% 80% 100%
Female
Male
Supporters
Non-supporters
Weighted data
Question: Gender of respondent. (Recorded by observation.)
Supporters n = 1,086
Non-supporters
n = 76
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.”
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.
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.
Pulsar Advertising Southeastern Institute of Research 73
The Relationship Between Smart Tag
Usage and Support for the Dulles Metrorail
Project
Pulsar Advertising Southeastern Institute of Research 74
Smart Tag Users and Non-users Support The Rail Project Evenly
7%
7%
89%
90%
0% 20% 40% 60% 80% 100%
Smart Tag Non-Users
Smart Tag Users
SupportDo Not SupportWeighted 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.)
Supportersn = 736
Non-supportersn = 59
Note: Question added after survey had started in field. Thus, not all respondents were asked this question.
Pulsar Advertising Southeastern Institute of Research 75
Offering Smart Tag With A Discount Would Attract More Smart Tag
Users
34%
9%
18%
35%
0% 20% 40% 60% 80% 100%
Very unlikely
Somewhatunlikely
Somewhat likely
Very likely
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 Tagn = 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.
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.
Pulsar Advertising Southeastern Institute of Research 77
Impact of Toll Increase on the Dulles Greenway
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?
Don't know1%
Yes51%
No48%
Total Sample Who Use the
Dulles Greenwayn = 405
Pulsar Advertising Southeastern Institute of Research 79
Raising Both DTR Tolls and Greenway Tolls Will Affect Usage of
DTR
1%
1%
20%
64%
10%
0% 20% 40% 60% 80% 100%
Much more often
Somewhat moreoften
About the same asbefore
Somewhat less often
Much less often
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 Greenwayn = 405
Pulsar Advertising Southeastern Institute of Research 80
Heavy DTR Users Say They Will Use the DTR Less When Both Tolls Are
Raised
1%
1%
71%
17%
8%
1%
1%
60%
22%
12%
0% 20% 40% 60% 80% 100%
Much more often
Somewhat moreoften
About the same asbefore
Somewhat less often
Much less often
Heavy DTR Users
Other DTR Users
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
Greenwayn = 239
Other DTR Users Who
Also Use the Dulles
Greenwayn = 179
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.
Pulsar Advertising Southeastern Institute of Research 82
Knowledge About The Project
Pulsar Advertising Southeastern Institute of Research 83
A Majority of Supporters and Non-Supporters Say They Do Not Know When Construction Will
Begin
66%
0%
5%
9%
20%
0%
55%
2%
4%
11%
22%
6%
0% 20% 40% 60% 80% 100%
Don't know
More than 10 yearsfrom now
7-10 years from now
4-6 years from now
2-3 years from now
Within next 12months
Supporters
Non-supporters
Weighted data
Question: Do you know when actual construction of the new Dulles Rail Project will begin? Will it begin … (Read answers.)
Supportersn = 1,086
Non-supporters
n = 76
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
42%
2%
56%
32%
3%
65%
0% 20% 40% 60% 80% 100%
Don't know
Built all at sametime
Built in phases
Supporters
Non-supporters
Weighted data
Question: Do you know if the Dulles Rail Project will be built in phases or built all at the same time?
Supportersn = 1,086
Non-supporters
n = 76
Pulsar Advertising Southeastern Institute of Research 85
Neither Supporters nor Non-Supporters Know When the New Rail Is Scheduled to Begin
Service
64%
3%
7%
17%
7%
1%
55%
4%
13%
20%
8%
0%
0% 20% 40% 60% 80% 100%
Don't know
More than 10 yearsfrom now
7-10 years from now
4-6 years from now
2-3 years from now
Within the next 12months
Supporters
Non-supporters
Question: Do you know when the Dulles Rail Project is scheduled to open or begin service? Will it open … (Read answers.)
Supportersn = 1,086
Non-supporters
n = 76
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
5%
53%
42%
5%
59%
36%
0% 20% 40% 60% 80% 100%
Don't know
No
Yes
Supporters
Non-supporters
Weighted data
Question: Do you know where the new Metrorail station stops will be located?
Supportersn = 1,086
Non-supporters
n = 76
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
5%
69%
25%
6%
52%
41%
0% 20% 40% 60% 80% 100%
Don't know
No
Yes
Construction Zone Residents
Other Corridor Residents
Question: Do you know where the new Metrorail station stops will be located?
Construction Zone
n = 400
Other Corridorn = 400
Pulsar Advertising Southeastern Institute of Research 88
Information Needs
Pulsar Advertising Southeastern Institute of Research 89
Commuters Want More Information About the Project
3%
12%
7%
8%
14%
26%
19%
11%
1%
0% 20% 40% 60% 80% 100%
Nothing
Very little
Much less than what you have needed
Somewhat less than what you have needed
Less than what you have needed
Some of what you have needed
Most of what you have needed
All that you have needed
More than what you have needed
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
Pulsar Advertising Southeastern Institute of Research 90
Both Supporters and Non-supporters Want More
Information
4%
19%
18%
5%
9%
10%
16%
17%
2%
3%
11%
6%
8%
14%
28%
20%
10%
1%
0% 20% 40% 60% 80% 100%
Nothing
Very little
Much less than what you have needed
Somewhat less than what you have needed
Less than what you have needed
Some of what you have needed
Most of what you have needed
All that you have needed
More than what you have needed
Supporters
Non-supporters
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.
Supportersn = 1,086
Non-supporters
n = 76
Pulsar Advertising Southeastern Institute of Research 91
A Quarter Want to Be on E-mail List – Both Supporters and Non-Supporters
3%
71%
25%
1%
76%
23%
0% 20% 40% 60% 80% 100%
Don't know
No
Yes
Supporters
Non-supporters
Weighted dataQuestion: 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
Pulsar Advertising Southeastern Institute of Research 92
One-third Are Interested in Participating in Future Research
2%
65%
33%
2%
66%
32%
0% 20% 40% 60% 80% 100%
Don't know
No
Yes
Supporters
Non-supporters
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?
Supportersn = 1,086
Non-supporters
N = 76
Pulsar Advertising Southeastern Institute of Research 93
We Have a Panel of Interested Residents
Want to be on e-mail list 249
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.
Pulsar Advertising Southeastern Institute of Research 94
Residents Would Welcome Information from a Variety of Sources – Including
Newspaper, TV, the Internet, and Radio
27%
27%
55%
51%
61%
58%
88%
21%
24%
50%
61%
64%
69%
88%
0% 20% 40% 60% 80% 100%
Public meetings
Regular e-mails
Radio
Internet
TV
Newspaper
SupportersNon-supporters
Weighted data
Question: How do you like to be kept informed on matters regarding the Dulles Rail Project? (Read answers.)
Supportersn = 1,086
Non-supporters
n = 76
Pulsar Advertising Southeastern Institute of Research 95
They Prefer to Voice Their Opinions Via the Internet
6%
1%
6%
7%
15%
19%
45%
0% 20% 40% 60% 80% 100%
Don't know
Other
At public meetings
By telephone
Through local elected officials
Through the mail
On 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 Samplen = 1,200
Pulsar Advertising Southeastern Institute of Research 96
Both Supporters and Non-Supporters Prefer to Speak Via the
Internet
6%
11%
14%
19%
42%
7%
6%
15%
19%
46%
0% 20% 40% 60% 80% 100%
Telephone
Public meetings
Through electedofficials
Internet
Supporters
Non-supporters
Weighted data
Question: Through which one means of communication would you prefer to voice your opinions about the Dulles Rail Project? (Read answers.)
Supportersn = 1,086
Non-supporters
n = 76
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?
1%
13%
86%
1%
12%
88%
0% 20% 40% 60% 80% 100%
Don't know
No
Yes
Supporters
Non-supporters
Supportersn = 1,086
Non-supporters
n = 76
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?
6%
11%
10%
16%
4%
18%
80%
13%
4%
5%
9%
12%
84%
3%
0% 20% 40% 60% 80% 100%
Some other paper
Wall Street J ournal
New York Times
One of the connection newspapers
Northern VA J ournal
The Washington Times
The Washington Post
Supporters
Non-supporters
Supportersn = 1,086
Non-supporters
n = 76
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?
0%
8%
7%
4%
11%
19%
6%
18%
13%
7%
7%
8%
10%
10%
13%
13%
16%
10%
0% 20% 40% 60% 80% 100%
WASH 89.3
WROX 107.7
WMZQ 106.7
WETA 96.3
WGMS 98.7
WMAL 105.9
WAMU 88.5
WTOP AM 630
WTOP FM 1120
Supporters
Non-supporters
Non-supporters also listen to WMAL.
Supportersn = 1,086
Non-supporters
n = 76
Pulsar Advertising Southeastern Institute of Research 100
News Is the Most Popular Type of Television Programming
24%
21%
4%
10%
11%
16%
18%
38%
0% 20% 40% 60% 80% 100%
Nothing/don't have television/cable
Specific channel
Music
Entertainment
Movies
Sports
Education
News
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 Samplen = 1,200
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.
Pulsar Advertising Southeastern Institute of Research 102
Review of Strategic Implications
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.
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.
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.
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.
Pulsar Advertising Southeastern Institute of Research 107
Appendix
Pulsar Advertising Southeastern Institute of Research 108
Decreased Traffic Congestion Is Major Perceived “Benefit”
3%
3%
4%
9%
16%
10%
27%
6%
9%
12%
15%
21%
23%
56%
0% 20% 40% 60% 80% 100%
Save money
Less time commuting
Environmental benefits
Easier access to airport
A transportationoption
Convenience
Less traffic congestion
Supporters
Non-supporters
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.
Pulsar Advertising Southeastern Institute of Research 109
Reducing Traffic Congestion Is Also the Primary Perceived Long-term Positive Impact
3%
1%
6%
4%
8%
6%
7%
9%
8%
29%
0% 20% 40% 60% 80% 100%
Business growth
More transportationoptions
Increase propertyvalue
More convenienttransportation
Reduce trafficcongestion
Supporters
Non-supporters
Question: Why do you say that (it will have a positive impact)?
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.
5%
9%
21%
9%
24%
4%
10%
10%
22%
25%
0% 20% 40% 60% 80% 100%
Faster travelingtime
Reduce trafficcongestion
Easier commuteto airport
A transportationoption
Convenienttransportation
Construction Zone Residents
Other Corridor Residents
Question: How will the Dulles Rail Project affect you or anyone in your household?
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
44%
2%
56%
98%
0% 20% 40% 60% 80% 100%
Negative impact
Positive impact
Supporters
Non-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.)
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
10%
21%
28%
29%
55%
57%
0% 20% 40% 60% 80% 100%
School or school activities
Visiting friends
Shopping trips
Work trips
Trips to airport
Entertainment destinations
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.
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
5%
43%
52%
6%
45%
49%
0% 20% 40% 60% 80% 100%
Don't know
No
Yes
Supporters
Non-supporters
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?
Pulsar Advertising Southeastern Institute of Research 114
Residents of Construction Zones Are Not More Concerned That the Construction
Will Interfere With Their Lives
20%
52%
17%
56%
0% 20% 40% 60% 80% 100%
Will not interferewith life
Will interferewith life
Corridor resident
Construction zone resident
Question: From what you know today, would you say the Dulles Rail project construction will…(Read answers.)
Pulsar Advertising Southeastern Institute of Research 115
Heavy DTR Users Are More Likely to Believe the Construction Project Will
Interfere With Their Lives
19%
54%
14%
64%
0% 20% 40% 60% 80% 100%
Will not interferewith life
Will interferewith life
Heavy DTR UsersOther DTR Users
Question: From what you know today, would you say the Dulles Rail project construction will…(Read answers.)
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
6%
7%
12%
19%
18%
20%
54%
4%
12%
9%
9%
24%
24%
52%
0% 20% 40% 60% 80% 100%
Save money
Less time commuting
Environmental benefits
Easier access to airport
A transportation option
Convenience
Less traffic congestion
Heavy DTR Users
Other DTR Users
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?
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
61%
33%
27%
39%
67%
73%
0% 20% 40% 60% 80% 100%
Not at all reduce
Somewhat reduce
Significantlyreduce
Toll increase isappropriate
Toll increase isinappropriate
Question: Once finished, and in service, do you think the new Dulles Rail Project will reduce traffic congestion along the Dulles Corridor? (Read answers.)
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
64%
30%
36%
70%
0% 20% 40% 60% 80% 100%
Negative impact
Positive impact
Toll Increase Is Appropriate
Toll Increase Is Inappropiate
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.)
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
16%
10%
40%
30%
20%
17%
37%
22%
0% 20% 40% 60% 80% 100%
Veryinappropriate
Somewhatinappropriate
Somewhatappropriate
Very appropriate
SOV Commuters
Non-SOV Commuters
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.)
Pulsar Advertising Southeastern Institute of Research 120
Those Who Believe the Toll Increase Is Inappropriate Are More Likely to Have
Attended Public Meetings
94%
6%
97%
3%
0% 20% 40% 60% 80% 100%
Have notattended public
meeting
Have attendedpublic meeting
Believe Toll IncreaseIs Appropriate
Believe Toll IncreaseIs Inappropriate
Question: Have you ever attended any meeting open-to-the-public regarding the Dulles Rail Project?
Pulsar Advertising Southeastern Institute of Research 121
Public Meetings or Hearings Are the Most Common Types of Meetings
Attended
10%
8%
18%
63%
0% 20% 40% 60% 80% 100%
Don't know
Business meetings
Association meetings
Public meeting orhearing
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
Pulsar Advertising Southeastern Institute of Research 122
Proximity to a Metrorail Station Does Not Impact Support for the Dulles Rail
Project
6%
6%
8%
6%
10%
94%
94%
92%
94%
90%
0% 20% 40% 60% 80% 100%
Over 5 miles
About 5 miles
About 3-4 miles
About 1/2 to 2miles
Within walkingdistance
SupportersNon-supporters
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
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
33%
17%
17%
15%
7%
3%
67%
83%
83%
85%
93%
97%
0% 20% 40% 60% 80% 100%
Don't know
Over 5 miles
About 5 miles
About 3-4 miles
About 1/2 to 2 miles
Within walking distance
Likely to Use New Rail ServiceNot Likely to Use New Rail Service
Question: How far will the closest new Metrorail station be from your house?
Pulsar Advertising Southeastern Institute of Research 124
Both Construction Zone Residents and Other Corridor Residents Say They Do Not Know When Construction
Will Begin
61%
1%
4%
8%
20%
5%
52%
2%
5%
13%
21%
7%
0% 20% 40% 60% 80% 100%
Don't know
More than 10 yearsfrom now
7-10 years from now
4-6 years from now
2-3 years from now
Within next 12months
Construction Zone Residents
Other Corridor Residents
Question: Do you know when actual construction of the new Dulles Rail Project will begin? Will it begin … (Read answers.)
Pulsar Advertising Southeastern Institute of Research 125
Construction Zone Residents Are More Likely to Know the Project Will Be Built in Phases
41%
3%
57%
31%
4%
65%
0% 20% 40% 60% 80% 100%
Don't know
Built all at sametime
Built in phases
Construction Zone Residents
Other Corridor Residents
Question: Do you know if the Dulles Rail Project will be built in phases or built all at the same time?
Pulsar Advertising Southeastern Institute of Research 126
Future Users of the New Rail Are More Likely to Know About Construction Plans for the Project
48%
3%
49%
28%
3%
69%
0% 20% 40% 60% 80% 100%
Don't know
Built all at sametime
Built in phases
Likely to Use New Rail Service
Not Likely to Use New Rail Service
Question: Do you know if the Dulles Rail Project will be built in phases or built all at the same time?
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
64%
5%
12%
13%
7%
1%
47%
4%
14%
25%
9%
0%
0% 20% 40% 60% 80% 100%
Don't know
More than 10 yearsfrom now
7-10 years from now
4-6 years from now
2-3 years from now
Within the next 12months
Construction Zone Residents
Other Corridor Residents
Question: Do you know when the Dulles Rail Project is scheduled to open or begin service? Will it open … (Read answers.)
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
69%
4%
8%
14%
6%
0%
52%
4%
14%
21%
8%
1%
0% 20% 40% 60% 80% 100%
Don't know
More than 10 yearsfrom now
7-10 years from now
4-6 years from now
2-3 years from now
Within the next 12months
Likely to Use New Rail Service
Not Likely to Use New Rail Service
Question: Do you know when the Dulles Rail Project is scheduled to open or begin service? Will it open … (Read answers.)
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
8%
68%
24%
5%
55%
40%
0% 20% 40% 60% 80% 100%
Don't know
No
Yes
Likely to Use New Rail Service
Not Likely to Use New Rail Service
Question: Do you know where the new Metrorail station stops will be located?