Case study PARMA (Italy)

Transcription

1 Case study PARMA (Italy) Content 1. City profile 2. Description of the system 3. Operational aspects 4. Marketing & Communication 5. Contact details 1. City profile Parma is a city with strategic position in the north of Italy, it is traditionally known for its culture and art. Parma has inhabitants, there are students residents and non-residents, the University department of Parma are placed in the suburbs and in city center. The humanities departments, economic and law department are located in the historical city center, the Department of Medicine is based in the hospital of Parma and all scientific area Departments are located in the campus. The University of Parma is one of the few universities in Italy with real campus, an area of 77 hectares in the south of the city, where are located nine department of scientific area. Parma s centre is rich in art and treasures from different time, like Plazzo della Pilotta, Camera di San Paolo, Battistero. The parmesan cuisine and its jewels such as the ham, the culatello and Parmigiano Reggiano are the typical dishes with extraordinary tastes. Parma is also since 2002 headquarter of European Food Safety Authority (EFSA) and since 1994 a Scientific Investigations Department (RIS). In December 2015 Parma has been recognized as "UNESCO Creative Cities for Gastronomy" in fact Parma is situated at the center of a major global agro-food trade network, earning the nickname of "food valley heart, in 2015 the percentage of exports increased by 9.6% compared to previous years. Parma is connect by two highways and since December of 2010 the Parma s interconnection links railway system with high-speed line between Milan and Bologna. The city has an airport, open to national and international line. Urban transport has 17 daily lines, 2 night lines. modal share share mode 58% Cars 29% Bike/On Foot 13% Public Transport Source: Sustainable mobility urban plan ( ) Municipality of Parma 2. Description of Bicycle Share Scheme - name bike share scheme and link to its website: Mi Muovo In Bici - in operation since: January operator: Bicincittà (Partner of Velocittà) - subcontractors (if applicable): NO

2 - hardware supplier: Bicincittà - contract duration: No data - financing of the contract: N/a 3. Operational aspects Technology Each station consists of a series of towers where are locked the available bike, the consumer lays the magnetic card on the docking station and takes bike, jump on and use it. Once the user finished using the service, goes to the nearest Bicincittà station and relocks the bike. Each station Bike Sharing is indicated with the signaling totems on which is shown the operating instructions, the map of Parma, with each bike sharing stations, and the useful telephone numbers for information or assistance. Through the site the customer can enter his personal profile where he can check their status, he can charge the card or renew his subscription. In May 2016 the users of bike sharing in Parma can also dowload an App where the user can check the nearest location to him and see the available bikes, then open a bike and use it. This application allows the consumers to buy daily or 2Days ticket. Registration The subscription is annual, daily or 2Days and can be renewed through the site or in authorized stores how many times the customer prefers. The customer can register in two ways: website authorized stores Through the website the customer fills the section with their personal data, than he pays by credit card, before making the payment, the customer must accept the terms and conditions of the service. The card will be sent by postal service or it can withdraw directly to the authorized shop. The card could be activated directly to the subscription office, the customer for do that have to fill out the form, deliver copies of the necessary documents and pay by credit card or by cash. Tariffs From 5 to 25. The customers can choice between three type of subscription: daily, 2Days or yearly and the manager could apply additinal promotional substription. Daily subscription costs is 5 and it give the possibility to use the bike for up to two hours during the day, the users can buy it from the App. Two days subscription costs 9 and it give the possibility of using the bicycle for four hours during two days, the users can buy it from the App. Annual subsctription costs is 25 (including 5 of charging), it could be purchased online or in the authorized shops. Annual subscription using cost is free first half hour, 0.80 cents from the second half hour until 3rd hour and from the 3rd hour untill to 24 h 2,00 every 60 minutes.

3 Operational key figures Year Stations Bikes Users Rentals Advanced operation figures Year Registrations Average rental duration Average trip length minutes per month: 3,8 hours per day Scost. su anno prec. Var.% Transfer Day ticket Subscription User Profile 27,337 36,811 9, % 71% Age distribution < 20 18% % % % > 50 15% 4. Communication / Marketing plan - main target groups: students, residents, commuters, tourists - See examples of communication materials below

4 A student promotion with a special discount to buy togheter bus, bike sharing and car sharing subscriptions. Postcards, Poster and Campaign on socialnetwork (2016) Student Campaign to improve using bycicle to go to University Campus. We put the postcard on the cars of university parking and poster inside the building (2012)

5 University campaign also had the aim to reduce car commuting and increase cycle commuting. The idea was to improve the perceived image of the bicycle as an efficient means of transport (2012) Left: Advertising Campaign to University s students Advertising Campaign to University s Employees Special price to commuters of train to take bike sharing subscription. Poster and postcard supports (2012)

6 Left: A bag of paper with inside a Xmas gift card of bike sharing subrisption for one year (2010) Right: Communication campain inside the bus to inform that with the same card with bus subscription - Mi Muovo Card - you can take bike sharing service (2015) Free bike sharing service for 3 months for who parks the car in one of biggest n. 7 car parking of the city near at bike sharing station - (2016)

7 Postcard with information about using App to take a bycicle of bike sharing system only by smartphone. We delivered these postard with a special paper support in all hotel and B&B of the city (2016) A folder with all information about bike and car sharing system. How to use the bycicle by card or App, prices, map with station (2016) 5. Contact details Dott.ssa Annalisa Mussini Viale Mentana Parma a.mussini@infomobility.pr.it bikesharing@infomobility.pt.it

8 About VeloCittà: The European VeloCittà project brought together five cities that seek to improve their existing bike sharing schemes. In London (UK), Krakow (PL), Burgos (SP), Padua (IT) and Szeged (HU) the performance of the bike sharing system was enhanced through two complementary approaches. On the one hand marketing campaigns tailored to certain target groups, like students or commuters. And on the other hand adoption of operational solutions with regard to organisational and financial aspects. Also political involvement was a major element in the project. The ultimate benefit of VeloCittà is that it provides inspiration and builds capacity and knowledge in local authorities and bike sharing stakeholders to boost the uptake of bike sharing. VeloCittà is a demonstration project co-funded by the Intelligent Energy Europe Programme of the European Commission. It had 11 project partners. It ran from March 2014 February For more information, questions, project outputs and reports, please visit or send an to info@dtvconsultants.nl Partners: