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Portland’s Transportation Wallet: How Pricing Parking Can Create New Mobility Options

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Sarah Goforth, Portland Bureau of Transportation

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Portland’s Transportation Wallet: How Pricing Parking Can Create New Mobility Options

  1. 1. Portlandoregon.gov/transportation 1 Portland’s Transportation Wallet: How Pricing Parking Can Create New Mobility Options November 9th, 2018 By Sarah Goforth, Portland Bureau of Transportation
  2. 2. Portlandoregon.gov/transportation 2 Huge thanks to: • Chris Armes, Portland Bureau of Transportation • Joey Posada, Portland Bureau of Transportation • Danielle Booth, BIKETOWN • Natasha Kelly, Portland Streetcar
  3. 3. Portlandoregon.gov/transportation 3Portlandoregon.gov/transportation 3 What is the Transportation Wallet?
  4. 4. Portlandoregon.gov/transportation 4 $100 for bus & light rail Annual streetcar pass Annual bike share membership 3 passes,1 package
  5. 5. Portlandoregon.gov/transportation 5 City of Portland Boundary
  6. 6. Portlandoregon.gov/transportation 6 City of Portland Boundary NW Portland Parking District Central Eastside Industrial Parking District
  7. 7. Portlandoregon.gov/transportation 7 NW Portland Parking District • Densely populated neighborhood • Walkable with good transit connectivity • Highest BIKETOWN station density in Portland • Historic single family homes • New multi-family buildings & still developing • Mix of residents and commuters • $105 surcharge* added to base cost of parking permits *Surcharge waived for people living on low-incomes; base cost $75
  8. 8. Portlandoregon.gov/transportation 8 Central Eastside Industrial Parking District • High concentration of commuters • New residents restricted from purchasing parking permits • New multi-family buildings & still developing • Walkable with good transit connectivity • Free BIKETOWN parking anywhere in district • $225 surcharge added to base cost of parking permits
  9. 9. Portlandoregon.gov/transportation 9 Transportation Wallet eligibility Available to RESIDENTS and EMPLOYEES Can PURCHASE at 85% off the retail cost –OR- Get FOR FREE by trading in on-street parking permit
  10. 10. Portlandoregon.gov/transportation 10 Origin of Portland’s Parking Permit Surcharge Programs
  11. 11. Portlandoregon.gov/transportation 11 Origin of Portland’s Parking Permit Surcharge Programs
  12. 12. Portlandoregon.gov/transportation 12 Origin of Portland’s Parking Permit Surcharge Programs
  13. 13. Portlandoregon.gov/transportation 13 Took years to develop (starting almost a decade ago…) Origin of Portland’s Parking Permit Surcharge Programs
  14. 14. Portlandoregon.gov/transportation 14 Was not an easy process… even in Portland Origin of Portland’s Parking Permit Surcharge Programs
  15. 15. Portlandoregon.gov/transportation 15 City Council approved parking management plans in 2012 & 2013 Origin of Portland’s Parking Permit Surcharge Programs
  16. 16. Portlandoregon.gov/transportation 16 Stakeholder committees formed! Comprised of business community, residents & city staff to make decisions Origin of Portland’s Parking Permit Surcharge Programs
  17. 17. Portlandoregon.gov/transportation 17 Permit surcharges not adopted until 2015/2016 Origin of Portland’s Parking Permit Surcharge Programs
  18. 18. Portlandoregon.gov/transportation 18 Each Parking District has its own distinct rules & regulations! Origin of Portland’s Parking Permit Surcharge Programs
  19. 19. Portlandoregon.gov/transportation 19 The nexus of Parking Management & TDM* strategies *Transportation Demand Management
  20. 20. Portlandoregon.gov/transportation 20 Transportation Demand Management (TDM) Primer TDM is a tool to manage demand and improve efficiency on the transportation system. TDM encourages people to walk, bicycle, take transit, ride e-scooters, carpool and telework while discouraging drive-alone trips.
  21. 21. Portlandoregon.gov/transportation 21Portlandoregon.gov/transportation 21 Better manage the existing on-street parking system Parking Management Goals
  22. 22. Portlandoregon.gov/transportation 22Portlandoregon.gov/transportation 22 Better manage the existing on-street parking system Decrease traffic congestion Parking Management Goals
  23. 23. Portlandoregon.gov/transportation 23Portlandoregon.gov/transportation 23 Better manage the existing on-street parking system Decrease traffic congestion Make it easier for visitors and customers to find parking Parking Management Goals
  24. 24. Portlandoregon.gov/transportation 24 Parking Management Strategies Eliminate free parking Decrease parking permits Expand permit & metered parking areas
  25. 25. Portlandoregon.gov/transportation 25 What happens when… Parking Management
  26. 26. Portlandoregon.gov/transportation 26 What happens when… Parking Management TEAMS UP WITH
  27. 27. Portlandoregon.gov/transportation 27 What happens when… Parking Management TEAMS UP WITH Transportation Demand Management?
  28. 28. Portlandoregon.gov/transportation 28 Eliminating free parking creates dedicated funding for TDM* strategies! *Transportation Demand Management
  29. 29. Portlandoregon.gov/transportation 29 Dedicated funding for TDM* Strategies • Discounted transit & bike share passes • Low-cost transit/bike/pedestrian infrastructure improvements • Marketing & encouragement campaigns *Transportation Demand Management
  30. 30. Portlandoregon.gov/transportation 30 Testing the TDM water… to drinking from the source 02varvara.wordpress.com
  31. 31. Portlandoregon.gov/transportation 31 Testing the TDM water… to drinking from the source www.portugalist.com 02varvara.wordpress.com
  32. 32. Portlandoregon.gov/transportation 32 2017 pilot using behavioral science techniques…
  33. 33. Portlandoregon.gov/transportation 33 Conducted Randomized Control Trial • List of 2,000 Residents and 2,000 Employees in each parking district • Randomly assigned to 1 of 2 groups to receive:
  34. 34. Portlandoregon.gov/transportation 34 Conducted Randomized Control Trial • List of 2,000 Residents and 2,000 Employees in each parking district • Randomly assigned to 1 of 2 groups to receive: Day pass on choice of transit, followed by offer of Week pass OR Week pass on choice of transit, followed by offer of Day pass
  35. 35. Portlandoregon.gov/transportation 35 Randomized Control Trial Findings • >40% email open rate
  36. 36. Portlandoregon.gov/transportation 36 Randomized Control Trial Findings • >40% email open rate • 35% opt-in rate
  37. 37. Portlandoregon.gov/transportation 37 Randomized Control Trial Findings • >40% email open rate • 35% opt-in rate People in the RCT were mostly all parking permit holders! PEOPLE WHO DRIVE!
  38. 38. Portlandoregon.gov/transportation 38 2017 NW BIKETOWN Summer Pass 352 new BIKETOWN members joined
  39. 39. Portlandoregon.gov/transportation 39 Aug. 2017 Pilot: Parking Permit Opt-Out in NW Parking District Trade in parking permit in exchange for: • An annual BIKETOWN membership • $100 TriMet Hop card
  40. 40. Portlandoregon.gov/transportation 40 Aug. 2017 Pilot: Parking Permit Opt-Out in NW Parking District Trade in parking permit in exchange for: • An annual BIKETOWN membership • $100 TriMet Hop card Despite latent advertising… …126 people opted out of their parking permits
  41. 41. Portlandoregon.gov/transportation 41 Sept. 2017: Transportation Wallet 1.0 launches…
  42. 42. Portlandoregon.gov/transportation 42 2018: Transportation Wallet 2.0 launches! $100 TriMet Hop card (increased from $50) Portland Streetcar switched from paper passes to the Hop card
  43. 43. Portlandoregon.gov/transportation 43 The Transportation Wallet can’t promote itself without: • Direct mail • Emails & reminder emails • E-newsletters • Print ads • Digital ads • In-person meetings • On-site events • Flyers • PBOT website • Full-color insert with parking permit renewals • Personalized emails • Promotional offers
  44. 44. Portlandoregon.gov/transportation 44 The Transportation Wallet is made possible by: Eliminating free parking
  45. 45. Portlandoregon.gov/transportation 45 The Transportation Wallet is made possible by: Eliminating free parking Adding a surcharge to parking permits
  46. 46. Portlandoregon.gov/transportation 4646Portlandoregon.gov/transportation Meet the Transportation Wallet holders
  47. 47. Portlandoregon.gov/transportation 47Portlandoregon.gov/transportation 47 40% 60% 1,900 Transportation Wallets in circulation Opt-outs* Purchased *People who opted out of their on-street parking permit in exchange for a free Transportation Wallet
  48. 48. Portlandoregon.gov/transportation 48Portlandoregon.gov/transportation 48 Purchasers 760 people have purchased Transportation Wallets
  49. 49. Portlandoregon.gov/transportation 49Portlandoregon.gov/transportation 49 Why did you BUY a Transportation Wallet? Sept. 2018 Parking & Transportation Survey, n=124
  50. 50. Portlandoregon.gov/transportation 50Portlandoregon.gov/transportation 50 Which statement is most true for you? 31% 7% 56% I would recommend the Transportation Wallet to family/friends I would purchase the Transportation Wallet again Both of the above Sept. 2018 Parking & Transportation Survey, n=197
  51. 51. Portlandoregon.gov/transportation 51Portlandoregon.gov/transportation 51 Are you considering getting a Transportation Wallet in the future? Sept. 2018 Parking & Transportation Survey, n=482 44% 44% 12% Unsure No Yes
  52. 52. Portlandoregon.gov/transportation 52Portlandoregon.gov/transportation 52 Are you considering getting a Transportation Wallet in the future? Sept. 2018 Parking & Transportation Survey, n=482 44% 44% 12% Unsure No Yes
  53. 53. Portlandoregon.gov/transportation 53Portlandoregon.gov/transportation 53 Residential Parking Permit Opt-outs
  54. 54. Portlandoregon.gov/transportation 54Portlandoregon.gov/transportation 54 100 residents in the NW Parking District* opted-out of parking permits in exchange for FREE Transportation Wallets in 2018 *Eligible Central Eastside Industrial Parking District permit holders comprised mostly of commuters, not residents.
  55. 55. Portlandoregon.gov/transportation 55Portlandoregon.gov/transportation 55 Why did you TRADE your RESIDENTIAL PERMIT for one? Too much traffic, rather not drive as much Don't need additional permit Don't/can't drive anymore Have off-street parking space Good deal/save $ Hard to find on-street parking Permits expensive Got rid of car Sept. 2018 Parking & Transportation Survey, n=35
  56. 56. Portlandoregon.gov/transportation 56Portlandoregon.gov/transportation 56 Employer Parking Permit Opt-outs
  57. 57. Portlandoregon.gov/transportation 57Portlandoregon.gov/transportation 57 221 businesses from both parking districts opted out of 1,135 employee parking permits in exchange for FREE Transportation Wallets in 2018
  58. 58. Portlandoregon.gov/transportation 58Portlandoregon.gov/transportation 58 Employer Parking Permit Opt-Outs by the numbers 7% reduction in issued employer permits 11% reduction in issued employer permits 65 businesses opted out of permits 154 businesses opted out of permits
  59. 59. Portlandoregon.gov/transportation 59Portlandoregon.gov/transportation 59 Employer Parking Permit Opt-Outs by the numbers 48% of those businesses traded in 50% OR MORE of their eligible permits 52% of those businesses traded in 50% OR MORE of their eligible permits 7 businesses requested the maximum* 3 businesses requested the maximum* *Maximum of 20 eligible permits offered in exchange for free Transportation Wallets
  60. 60. Portlandoregon.gov/transportation 60Portlandoregon.gov/transportation 60 Pricing parking reduces demand *Not all permits issued for 2018/19 permit year yet
  61. 61. Portlandoregon.gov/transportation 61Portlandoregon.gov/transportation 61 Why did your EMPLOYER give you a Transportation Wallet? Sept. 2018 Parking & Transportation Survey, n=53
  62. 62. Portlandoregon.gov/transportation 62Portlandoregon.gov/transportation 62 32 blocks (126 street segments)* of parking made available through parking permit opt-outs How much parking is made available through permit opt-outs? *Calculated at 9 parking spaces per 200 ft block face
  63. 63. Portlandoregon.gov/transportation 63Portlandoregon.gov/transportation 63 Where do you usually park? S Don’t have Transportation Wallet Sept. 2018 Parking & Transportation Survey: Don’t have Transportation Wallet n=675; have Transportation Wallet n=199
  64. 64. Portlandoregon.gov/transportation 64Portlandoregon.gov/transportation 64 Where do you usually park? Sept. 2018 Parking & Transportation Survey: Don’t have Transportation Wallet n=675; have Transportation Wallet n=199 S Don’t have Transportation Wallet Have Transportation Wallet
  65. 65. Portlandoregon.gov/transportation 6565Portlandoregon.gov/transportation Introducing people to new mobility options
  66. 66. Portlandoregon.gov/transportation 66Portlandoregon.gov/transportation 66 How often do you use the following modes BEFORE & AFTER you got a Transportation Wallet?
  67. 67. Portlandoregon.gov/transportation 67Portlandoregon.gov/transportation 67 How often do you use these modes per week? Sept. 2018 Parking & Transportation Survey, n=174
  68. 68. Portlandoregon.gov/transportation 68Portlandoregon.gov/transportation 68 How often do you use these modes per week? Sept. 2018 Parking & Transportation Survey, n=174
  69. 69. Portlandoregon.gov/transportation 69Portlandoregon.gov/transportation 69 How often do you use these modes per week? Sept. 2018 Parking & Transportation Survey, n=174
  70. 70. Portlandoregon.gov/transportation 70Portlandoregon.gov/transportation 70 BIKETOWN ridership by Transportation Wallet purchasers* *Ridership by Transportation Wallet purchasers only as of Sept. 2018; n=652 (37% of total Wallet holders)
  71. 71. Portlandoregon.gov/transportation 71Portlandoregon.gov/transportation 71 65% of people who purchased Transportation Wallets are new BIKETOWN riders BIKETOWN ridership by Transportation Wallet purchasers* *Ridership by Transportation Wallet purchasers only as of Sept. 2018; n=652 (37% of total Wallet holders)
  72. 72. Portlandoregon.gov/transportation 72Portlandoregon.gov/transportation 72 BIKETOWN ridership by Transportation Wallet purchasers* *Ridership by Transportation Wallet purchasers only as of Sept. 2018; n=652 (37% of total Wallet holders)
  73. 73. Portlandoregon.gov/transportation 73 Future of the Transportation Wallet Metro Transportation Planning and Development
  74. 74. Portlandoregon.gov/transportation 74 The Transportation Wallet is a mechanism for TDM* across other PBOT programs *Transportation Demand Management
  75. 75. Portlandoregon.gov/transportation 75 Future of the Transportation Wallet: near-term NEW PROGRAMS TW TWTW TW
  76. 76. Portlandoregon.gov/transportation 76 Future of the Transportation Wallet: near-term NEW MOBILITY OPTIONS NEW PROGRAMS TW TWTW TW
  77. 77. Portlandoregon.gov/transportation 77 Future of the Transportation Wallet: near-term NEW MOBILITY OPTIONS ? ? NEW PROGRAMS TW TWTW TW
  78. 78. Portlandoregon.gov/transportation 78 Future of the Transportation Wallet: near-term DIGITAL DELIVERY NEW MOBILITY OPTIONS ? ? NEW PROGRAMS TW TWTW TW
  79. 79. Portlandoregon.gov/transportation 79 If you could build your own Transportation Wallet for $99, what would you include? Sept. 2018 Parking & Transportation Survey, n=199
  80. 80. Portlandoregon.gov/transportation 80 What about hoverboards? Back to the Future 2 Movie Clip, YouTube
  81. 81. Portlandoregon.gov/transportation 81 What about hoverboards? And Elliptigos? Back to the Future 2 Movie Clip, YouTube www.youtube.com/watch?v=IGVmGev4aCQ
  82. 82. Portlandoregon.gov/transportation 82 Future of the Transportation Wallet: long-term NEW PARKING DISTRICTS CITYWIDE? LOW-INCOME VERSION
  83. 83. Portlandoregon.gov/transportation 83 Anecdotes Sept. 2018 Parking & Transportation Survey
  84. 84. Portlandoregon.gov/transportation 84 Anecdotes Sept. 2018 Parking & Transportation Survey
  85. 85. Portlandoregon.gov/transportation 8585Portlandoregon.gov/transportation Transportation Wallet Challenges
  86. 86. Portlandoregon.gov/transportation 86Portlandoregon.gov/transportation 86 Challenges • TOO MANY steps involved to process requests • Discrepancy between: • Ideal product and actual product • Ideal user experience and actual user experience • Limitations with transit card functionality • Barriers to provide low-income transit passes • Restrictions, rules, regulations: each transportation provider has its own unique playbook • Lack digital delivery mechanism to distribute the product • Program is scaling up; but we’re still the same small crew behind the scenes
  87. 87. Portlandoregon.gov/transportation 87 Takeaways
  88. 88. Portlandoregon.gov/transportation 88 Transportation Wallet Takeaways Eliminate free parking
  89. 89. Portlandoregon.gov/transportation 89 Transportation Wallet Takeaways Develop partnerships early on with: Businesses Residents Community members Transportation providers Stakeholders
  90. 90. Portlandoregon.gov/transportation 90 Transportation Wallet Takeaways Start small and scale up
  91. 91. Portlandoregon.gov/transportation 91 Transportation Wallet Takeaways Advertise clever… and in myriad ways (Cute animals never hurt!)
  92. 92. Portlandoregon.gov/transportation 92 Transportation Wallet Takeaways Adapt Adjust Re-envision Repeat
  93. 93. Portlandoregon.gov/transportation 93Portlandoregon.gov/transportation 93 THANK YOU!
  94. 94. Portlandoregon.gov/transportation 94Portlandoregon.gov/transportation 94 Sarah Goforth Transportation Wallet Project Manager sarah.goforth@portlandoregon.gov 503.823.9863

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