PERSONALISED TRAVEL PLANNING IN MIDLETON, COUNTY CORK

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1 PERSONALISED TRAVEL PLANNING IN MIDLETON, COUNTY CORK Elaine Brick Principal Transport Planner AECOM Abstract Smarter Travel funding was awarded to the Chartered Institute of Highways and Transportation in 2009 to deliver a Personalised Travel Plan (PTP) in Midleton, County Cork. The aim project was to reduce car dependency, especially for short local trips, in light of increasing congestion and parking pressures in the town centre. These issues are despite the town having a relatively flat terrain, suitable for cycling and walking, and a good public transport network. Delivery PTP in Midleton, despite just a relatively small number of participants, was a success in terms objectives and targets set. Residents expressed a genuine enthusiasm for using more sustainable travel modes making it apparent that minor investment in marketing and promotion can present long lasting benefits. The following paper outlines the methodology for PTP delivery and outlines the impact of PTP delivery on travel behaviour and attitudes. The paper concludes with a summary success factors project as well as its limitations. 1.0 Background The allocation of 15m of Government funding towards the delivery of Smarter Travel Projects in 2009 was widely welcomed by local authorities and sustainable transport practitioners in Ireland. Applications for funding were invited from a wide range of sectors. The funding was put in place to support delivery of actions outlined in Smarter Travel, Ireland s national transport policy. The Chartered Institute of Highways and Transportation was successful in their bid for funding to deliver a Personalised Travel Plan (PTP) in Midleton, County Cork. Irelands first Personalised Travel Plan was successfully implemented in Adamstown by South Dublin County Council in early 2009 and so the aim was to extend a similar approach to a different area. The project was delivered by AECOM. This paper outlines the Midleton PTP delivery process and the quantified impact of it s delivery. 1.2 What is Personalised Travel Planning? Personalised Travel Planning is a travel behaviour tool used to encourage people to make more sustainable travel choices. It seeks to reduce dependency on the private car and to ensure more trips are carried out on public transport, on foot and by bike. This is done by providing communities with targeted information and incentives to make the shift. Targeted information provides a greater awareness about sustainable travel options available as well as the health and cost impacts of more sustainable travel through tried and tested marketing techniques. Additional incentives are provided to encourage the shift such as public transport tickets, free park and ride facilities, cheaper bikes etc. PTP s are undertaken in residential areas, workplaces, schools and universities. A target group is selected and surveyed to establish existing travel patterns. This is then followed up with tailored advice which recognises the participants travel needs and identifies opportunities for a shift to sustainable transport. This message is sustained for a period of time, after which a follow up survey is undertaken to identify if any change in travel patterns has occurred.

2 31 st August 1 st University College Cork Proceedings ITRN2011 The Midleton PTP focused on specific residential areas within Midleton. However, in many respects the project had a wider focus, by also aiming to increase travel awareness wider community through marketing and events. 1.3 What is the Role of PTP in Ireland? Encouraging a shift towards more sustainable transport is the focus of Ireland s National Transport Policy, Smarter Travel. The strategy sets clear targets by 2020 for the national transport network, as follows: - 500,000 more people will take alternative means to commute to work to the extent that the total share of car commuting will drop from 65% to 45%; - Walking, cycling and public transport will rise to 55% of total commuter journeys to work; - The total kilometres travelled by the car fleet will not increase significantly from 2009 levels; and - A reduction will be achieved on the 2005 figure for greenhouse gas emission from the transport sector. To achieve these objectives, the Strategy sets out 49 Smarter Travel actions to be delivered at a national, regional and local level. One actions focuses on Personalised Travel Planning as a means to encourage Smarter Travel at a local level, especially in areas well served by public transport. It is envisaged that local action and targeted investment will have a major role to play in achieving national transport targets. As such, Personalised Travel Planning, encouraging modal shift at a local level, will have an important role to play. 1.4 Why Midleton? Midleton is the vibrant East Cork hub of retail and commercial services and serves an important commuter role with good road and public transport links to Cork City. The town serves a local population of approximately 6,500. High car ownership and dependency, together with uncontrolled car parking has resulted in an overdependence on the private car for short distance trips. This generates localised congestion and competition for road space between the various transport users. The relatively compact nature surrounding residential areas presents significant opportunities for the promotion of Smarter Travel modes. Based on 2006 CSO census data, 30% of journey to work trips in the area are less than 1km. One third of Midleton residents therefore live within approximately 15 minutes walk or less than five minutes cycle from their place of work. An additional 22% population live less than 5km from their place of work. Despite this short distance for trips to work, the most common mode of travel in 2006 was by private car, as either a driver (38%) or a passenger (17%). Despite compact urban development and a flat local topography, only 2% local population cycled to work or school in It should be noted that 2011 Census data for Midleton is likely to demonstrate a significant change in travel patterns following the opening Midleton Railway Station in Nevertheless, it is evident that the opportunity exists to increase the mode share of Smarter Travel modes in Midleton. 1.5 What are the Objectives and Targets Plan? At the outset of project, a defined objective and set of targets for the project were agreed by the Project Steering Group as follows: - Project Objective: To generate modal shift to Smarter Travel modes in Midleton by raising awareness of sustainable transport opportunities locally and its associated health, economic and environmental benefits; - Target 1: Modal Shift -

3 o Commuting: To reduce the number of commuting trips by car among participants by 10%; o Non-commuting: To increase the number of non-commuting trips taken by participants by public transport, on foot and by bike by 10%. - Target 2: Travel Awareness - o To raise awareness of Smarter Travel among participants and the wider community from a pre-travel advice baseline. These objectives and targets formed the framework for further planning and delivery PTP. 2.0 Project Delivery Plan A robust Project Delivery Plan was put in place for implementation PTP which was based on guidance included within the UK Department for Transport, Making Personal Travel Planning Work 1. These comprehensive guidelines have been successfully employed by AECOM for many PTP projects in the UK and Australia. The general process for delivery plan was as follows: - A defined residential study area for the PTP was identified; - Pre-advice Survey was designed to investigate existing travel patterns among participants and gauge opportunities for modal shift; - Marketing materials and tailored travel information for the participants was prepared. Information on the health, cost and environmental impact of transport were prepared as well as road safety advice; - An area based marketing strategy was prepared and executed; - A strategy for ongoing travel advice was prepared; - A Monitoring Survey was prepared only after the initial findings were assessed to determine areas for further investigation. Each se components is looked at in more detail in the following sections. 2.1 PTP Surveys Participant feedback is a fundamental component PTP. Two surveys were undertaken as follows: - Pre-Advice Survey: this survey captures participants travel patterns prior to receiving travel advice. The survey is designed to capture potential opportunities for increased use of Smarter Travel modes. The survey was undertaken face-to-face with participants. AECOM s experienced travel planners responded immediately to the participant s requests for information and guided them around the potential for Smarter Travel for trips to work and for leisure. 273 Midleton residents participated in the Pre-Advice Survey and received travel advice and incentives from AECOM; - Monitoring Survey: The monitoring survey captures the success PTP by asking participants if their travel patterns have changed. In addition, the survey aimed to identify common barriers to Smarter Travel in Midleton. The survey was completed by 120 original respondents. 2.2 Travel Advice Travel Advice was a critical part project. AECOM s travel planners were briefed to work with participants to strategically identify opportunities for increased use of Smarter Travel modes and to set personal goals for more active travel. To assist the Travel Planners, a PTP Starter Kit was prepared to include travel awareness information such as bus and train timetables, a map local area with the main public transport nodes as well as local walking and cycling routes and information on: - Economic, environmental and health benefits of more active travel; - Eco Driving; 1 Department for Transport, UK. Making Personal Travel Planning Work, November 2008.

4 31 st August 1 st University College Cork Proceedings ITRN TRIPMI, a car share website; - Road safety information for pedestrians and cyclists; - Road safety information for drivers, especially with regards behaviour towards more vulnerable road users; and - Bike to Work Scheme. Branded materials such as pens, arm bands, high visibility vests, water bottles and a pedometer were also included in the PTP Starter Kit. Incentives to promote Smarter Travel were also provided, including a free return bus ticket to Cork City as well as free parking for one week at Midleton Train Station. Due to the nature of issuing promotional rail tickets by Irish Rail, it was, unfortunately, not convenient to offer train tickets to participants. 2.3 Events To launch the Midleton PTP, an information day was held at Market Green Shopping Centre in Midleton. The event was advertised in local media and was also advertised on the Cork County Council website. The event was a success and demonstrated from the outset, the enthusiasm of Midleton residents in getting more active and reducing dependency on their cars. After the Pre-Advice Survey was undertaken, and after participants received travel advice, two additional events were held to encourage participants to make a shift to cycling. The events were planned directly in response to the low mode share for cycling and poor perception of safety for cyclists in the community. The following events were arranged, primarily for the participants, but members general public were also invited to attend: - Free Bike Repair Station: Participants and the general public were invited to a free bike repair station which was set up for a half day in Midleton Town Centre; and - Cycle Training: In recognition impact which the perception of safety has on cycling. A cycle training event was held for both children and adults participating in the PTP. 2.4 Area Based Marketing In addition to marketing and dissemination of travel information to participants, area based marketing was an important component PTP. The area based marketing strategy included the events and press releases in the local and national media. Signs were also placed around the town to promote Smarter Travel and to raise awareness community short walking and cycling distances between key destinations in the town. 2.5 Follow up Advice After the participants received travel advice and after the events were held, it was important to maintain the message of Smarter Travel with participants. As such, participants received follow up s and phonecalls, where permitted, as a reminder about the project and to follow up on any personal travel goals set. A newsletter was sent to all participants mid-way between the pre-advice and monitoring surveys. The newsletter included some feedback from the Pre Advice survey and provided advice in relation to shifting travel patterns. 3.0 The Participants A wide range of participants got involved in the project. Just over 85% were in the age group and 60% were female. Almost 65% of participants had 2 or more cars in their household, reflecting the high car dependency in the town. Just 2% of respondents did not have a car in their household. Contrary to the 2006 Census data in relation to distance travelled, just 25% PTP participants lived less than 5km from work. Cork City is one main destinations for trips to work with 57% of participants travelling 15km or more each day to work. Therefore, it would appear that the potential for mode shift may not be as obvious as first perceived. However, it is important to note that almost 71% of participants living within 2km ir place of work, drive or travel as a car passenger to work. This still demonstrates a high car

5 dependency for short trips which could be taken on foot or by bike. Overall, the most common mode of travel for trips to work was the car with 91% of participants using a car. Only 4% walk to work and 2% cycle. Despite frequent public transport services to the town, just 1% of participants travel to work by bus and 3% by train. The car is also the dominant mode of transport for trips to school in Midleton with 75% of participant s children being taken to school by car. This is considerably higher than the national average of 33% (2006 Census). Despite the high proportion of children living less than 2km from school, just 18% walk to school and 2% cycle. Public transport is used by 3% of school going children. The strength of Midleton s retail centre is demonstrated by the fact that 98% of participants do their weekly shopping locally in Midleton. While it is accepted that Smarter Travel modes will not always be appropriate for the weekly shopping trip, there may be opportunities for use of Smarter Travel modes for other shopping trips such as to the newsagent. 40% of participants travel into Midleton daily for items such as the newspaper or milk, se 88% of trips are by car, 10% are on foot and very few are by bike. Generally, the participants are active and with only almost 30% indicating they undertake physical exercise for fitness or recreation on a daily basis. 54% of participants exercise 2-5 times per week. The most popular form of exercise for participants was walking, followed by the gym and cycling. The average distance for walking trips was between 2-5 while cycling trips were generally longer at 5-8km. The participants were asked whether any journeys they currently make by car could be replaced by public transport, walking or cycling. 74% of respondents felt that some ir trips could be replaced by Smarter Travel modes. However, when questioned about the main factors influencing travel demand, 40% of participants felt that the car was more convenient and was the preferred mode of transport. 4.0 Impact PTP Overall, a total of 72% of participants changed their mode of travel in some way. Walking (64%) and travel by train (31%) experienced the greatest increase, followed by car share (27%), cycling (17%) and travel by bus (4%). Short and local trips for leisure, shopping and visiting friends and family experienced the greatest change in mode shift. Considering the short distance to local shops from the study area, it is not surprising that a shift for these trips was achievable. With regards the PTP targets set at the beginning project, the following feedback was received: - Commuting Targets: As previously set out, the aim Midleton PTP was to achieve a 10% reduction in car trips to work. Results from the monitoring survey show that participants who changed their travel patterns, 12% changed their commuting travel. A breakdown shift for commuting patterns demonstrates that for commuting trips, travel by train, followed by car sharing experienced the greatest increase. As previously noted, 75% participant s children who live within 5km ir schools are brought to school by car. Through the follow up survey, it was apparent that 17% participants changed their travel pattern for the trip to school. Again, over half the people who responded changed their mode of travel to walking or car sharing. - Non-commuting trip target: A target for non-commuting trips of a 10% increase was also established for the PTP. As previously highlighted, non-commuting trips experienced the greatest increase, including: shopping (44%), leisure (32%) and visiting friends and family (37%). This indicates the target value of a reduction of 10% in car based leisure trips has been significantly exceeded. - Travel Awareness Target: After delivery PTP, awareness of smarter travel measures naturally increased to 100%. When questioned whether the PTP prompted

6 31 st August 1 st University College Cork Proceedings ITRN2011 participants to think more about their travel patterns, 70% said Yes and 22% said Maybe while only 7% said No. This indicates, that even the 30% of participants who indicated they did not change their travel patterns considered the potential of any alternative to the car but without success. Over half participants indicated they changed their mode of travel due to Health and Fitness reasons. This is reflected by the fact that 31% of respondents who changed their travel patterns did so for leisure trips. Of the participants who changed their travel patterns, 98% said they were likely to use Smarter Travel modes more often where possible. 4.1 Measures to Encourage Further Use of Smarter Travel While it is apparent there was a positive shift in travel patterns as a result PTP, the monitoring survey also set out to determine which additional measures are required to encourage a shift to sustainable travel. The following feedback was received: - Cycling: Although over half of participants have access to a bike, less than 30% of participants use them on a regular basis. Safety is seen as the greatest barrier to increased cycling with 31% of participants saying they feel unsafe when cycling. To encourage additional cycle trips, the participants indicated that more on-road (49%) and off-road cycle lanes (62%) would help to encourage them to cycle more. Additional measures suggested included safer crossings (49%) and more bike parking (28%). - Walking: To encourage more people to walk, it was felt that safer crossings were required within the town, as well as more connected footpaths. Other issues people identified as preventing them from walking more included lighting issues, speeding motorists and motorists not responding to zebra crossings. - Travel by Rail: The most common suggestion to encourage train use was to abandon car parking charges at Midleton Train Station (53%) followed by cheaper fares (50%), and better connecting bus services (43%). - Travel by Bus: There was a general perception that the bus is not as reliable and frequent as the train. Over 80% of participants who used their free bus ticket rated the service as Excellent (11%) or Good (70%). Having utilised the free bus ticket, 15% said they would consider using the service on a more regular basis and 82% said they would consider using it on an occasional basis. However, a number of recommendations for the bus service were made, including: cheaper fares (51%), service a wider area (42%); higher frequency of service and services to rail station (36%); and more bus stops (32%). 5.0 PTP Success Factors and Limitations The Midleton PTP has been a success in terms of achieving its pre-defined targets and raising travel awareness among Midleton residents. A summary of some success factors and limitations study are as follows: - There was a strong willingness among participants to change travel modes where distances permitted. In this regard, it is apparent that even minor investment in marketing and travel awareness activities can serve as a useful reminder to communities to make the shift. This was especially the case with regards promoting the health and economic benefits presented by Smarter Travel modes; - There is an important role for health promotion in increasing the use of Smarter Travel modes for not just leisure, but also for commuting trips to work and school. This was reflected in the fact that over half of participants highlighted health and fitness as the main reason for changing travel patterns;

7 - There is significant benefit to be gained in extending the traditional scope of PTP s to incorporate more area wide events and promotional activities. This maximises awareness control group of Smarter Travel and also presents potential for a wider shift in travel patterns; - In terms of scope, the PTP can also be extended to capture valuable information with regards barriers to sustainable transport which may be rectified through, sometimes minor, investment; - Throughout delivery PTP the success Bike to Work scheme was evident in encouraging the community to embrace cycling; - The scope Midleton PTP was scaled to reflect available funding. Overall, approximately 500 houses were targeted to get involved in the project, with 273 getting involved in the project in Stage 1 project and just 120 in Stage 2. A large exercise, to incorporate most town for example, would therefore require a much greater survey exercise; - Funding was made available to the CIHT to deliver the project and both the Town and County were involved throughout project delivery. However, it is important that the Smarter Travel message is sustained throughout the community to leverage additional benefit from the project. At this point in time, there is insufficient resource within the local authorities to manage this exercise.