GETTING THE BALANCE RIGHT : Managing Development Managing Capacity Managing Demand

Safer roads, Reliable journeys, Informed travellers

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GETTING THE BALANCE RIGHTGETTING THE BALANCE RIGHT::

Managing DevelopmentManaging DevelopmentManaging CapacityManaging CapacityManaging DemandManaging Demand

INFLUENCING TRAVEL INFLUENCING TRAVEL BEHAVIOURBEHAVIOUR

David Abbott

Influencing Travel Behaviour: Regional Coordinator


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““People have to be told fairly firmly People have to be told fairly firmly where, and when, and how they can where, and when, and how they can

use their vehicles .use their vehicles .

Plans should contain measures to Plans should contain measures to influence the demand so that it influence the demand so that it

matches the provision that can be matches the provision that can be mademade ” ”


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• Traffic grown by 80% in 20 years

• Congestion Target• Environment & climate

change concerns• Future road building

The Context


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• Managing demand within planned capacity• Exploit voluntary “smarter choices” initiatives

Potential Benefits• Reduce trips by up to 20%• Corporate and Staff• Cheaper and quicker than road schemes• Air quality and noise levels

Influencing Travel Behaviour - The

Opportunity


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What is “Influencing Travel Behaviour”?

Promotion and Marketing

Customer’s Travel Choices

Sustainable Transport Infrastructure


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Voluntary Travel Plan Pilots

• Area-wide view• Identifying supportive locations• Joint partnership with LHAs• Business case• Set up stakeholder forums/steering

groups• Base on robust data & information• Develop Area Travel Strategies


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Where we are now…….• Area Travel Plan implemented• Baseline monitoring complete• Coordinators funded and appointed• Diversity of site types• Over 10,000 staff (up to 2,000 trip savings)

• Proven acceptance and investment in voluntary schemes

• Importance of good groundwork• Committed partnership – joint funding


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The WhiteleyArea Travel Plan


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The Challenge

‘To develop an integrated transport strategy for the area, to address current transport problems and manage access to the site into the future’

• Based on Partnership• Focusing on Accessibility• Generating Measurable Benefits


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Solent Business Park


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Whiteley ATP Website

• Home for the Area Travel Strategy• Collects Data;• Informs and involves new businesses;• Consultation tool; • Tool for the implementation of new

sustainable transport measures; and• Promotes the use of these measures.


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OutcomesCommitment:• Area Travel Plan Steering Group;• Funding from businesses and LHA.

Area Wide Measures:• ATP Coordinator;• Bus only link;• Cycle access;• Car sharing;• ATP Website - On line surveys with incentives

Company Measures:• Information provision and marketing; and• Largest businesses leading others on internal measures.


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Influencing Travel Behaviour & Development

Control


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Traffic volume

Development traffic

Network capacity

The “Traditional” HA The “Traditional” HA approachapproach


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Background growth

Development traffic

Traffic demandNetwork capacity



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Background growth

Network capacity

Development traffic

Traffic demand

15 years

Required capacity 15 years after full

opening of the development



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Background growth

Network capacity

Development traffic

Traffic demand

15 years



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Background Growth

Network Capacity

Development traffic

Traffic Volume

15 years



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Features of traditional Features of traditional approach:approach:

Traffic generation based on Traffic generation based on precedentprecedent

15 years growth applied15 years growth applied

Improvements satisfy expected Improvements satisfy expected demanddemand

i.e. i.e. Predict and providePredict and provide


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““the days of predict and the days of predict and provide are over… we provide are over… we

cannot build our way out cannot build our way out of our transport of our transport

problems problems ””Roads Minister, Dr Gavin Roads Minister, Dr Gavin

StrangStrangHouse of Commons Transport Debate – 3House of Commons Transport Debate – 3rdrd March March

19981998


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Background Growth

Network Capacity

Development traffic

Traffic Volume

15 years

The “Traditional” The “Traditional” approachapproach


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Background growth

Network capacity

Development traffic

Traffic volume

The “Traditional” The “Traditional” approachapproach


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Background growth

Network capacity

Traffic volume

Feasibility??

Many network Many network capacity capacity

improvements are improvements are not feasiblenot feasible


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Background growth

Network capacity

Traffic congestion / unsatisfied

demand

Many network Many network capacity capacity

improvements are improvements are not feasiblenot feasible


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Establish network capacityEstablish network capacityAnticipate background Anticipate background

growthgrowth

Constrain traffic Constrain traffic generation within generation within manageable limitsmanageable limits

Demand Demand ManagementManagement


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Traffic growth

Network capacity

Constraints to traffic generation:Constraints to traffic generation:


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Traffic growth

Network capacity

Constraints to traffic generation:Constraints to traffic generation:

• Travel plansTravel plans• Modal shiftModal shift• Car sharing / car clubsCar sharing / car clubs• Parking limitsParking limits• Access managementAccess management• etc . . . .etc . . . .


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Traffic growth

Network capacity

Traffic volume


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Traffic growth

Network capacityTraffic volume


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Traffic growth



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• Minimise impacts from new Minimise impacts from new developmentdevelopment

• Create “headroom” from Create “headroom” from neighbouring existing neighbouring existing developmentsdevelopments

• Set up travel plan networksSet up travel plan networks• Aim to achieve traffic neutrality Aim to achieve traffic neutrality

(or as near as possible)(or as near as possible)

Trip “Credit” approach:Trip “Credit” approach:


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Traffic growth



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The “Trip Credit” approachThe “Trip Credit” approach


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The “Trip Credit” approachThe “Trip Credit” approach


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Influencing Travel Behaviour:Influencing Travel Behaviour:• Limits traffic generationLimits traffic generation

• Concentrates on impact avoidanceConcentrates on impact avoidance• More focus on “soft” measuresMore focus on “soft” measures• Recognises a capacity ceilingRecognises a capacity ceiling• Maximises development opportunity Maximises development opportunity withinwithin that ceiling that ceiling

• Looks at overall development Looks at overall development

““Predict and Predict and ManageManage””


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““People have to be told fairly firmly People have to be told fairly firmly where, and when, and how they can where, and when, and how they can

use their vehicles .use their vehicles .

Plans should contain measures to Plans should contain measures to influence the demand so that it influence the demand so that it

matches the provision that can be matches the provision that can be mademade ” ”

The Buchanan Report: 1963The Buchanan Report: 1963


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Thank YouThank YouDavid Abbott

Regional Programme Manager: Influencing Travel Behaviour

Network Strategy (East of England and South East)Room 336, Heron House

49-53 Goldington Road, Bedford, MK40 3LL

Tel 01234 796221Mob 07771 677517

Email: [email protected]

Find out more on the HA website: www.highways.gov.uk/knowledge/9561.aspx

GETTING THE BALANCE RIGHT : Managing Development Managing Capacity Managing Demand

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