2. 1
TABLE OF CONTENTS
Introduction...................................................................................................................................... 2
Existing Conditions ........................................................................................................................... 2
Cash Incentive for carpooling............................................................................................................. 2
Atlanta Case Study.........................................................................................................................3
Los Angeles Case Study.....................................................................Error! Bookmarknot defined.
Seattle Case Study .........................................................................................................................3
Washington Case Study..................................................................................................................3
Recommendations............................................................................................................................ 4
Works Cited.......................................................................................................................................5
3. 2
INTRODUCTION
The followingreport investigates potential rideshare solutions forthe Greater RichmondRegion.
AcrosstheRichmondmetropolitan area, there is easy accessibility to major highways,parking facilities
(inmany caseswhere they canpark for free),little accessibility tomass transit, as well as little
congestionto correlate with commuting.These items together make driving alone an attractive option
and make carpooling orvanpooling to workburdensome.This report looks into a cash incentive
solution to combatand make carpoolsand vanpoolsa more appealing option,in spite ofthe difficult
circumstancespresented.
EXISTING CONDITIONS
Inthe RideFinders database, nearly one-
third, or roughly3,700 riders; selected that they
typically drive to workalone, knownas single-
occupancyvehicle(SOV) drivers.Asof
September 1,2016data is still trying to be
obtained by Tripspark to see if there are SOV
drivers that live and workin similar zip codesand
have correlating workschedules.
The RichmondRegion facesa unique set
ofchallenges forcarpoolingand vanpooling,
primarily due to the relative ease and
convenienceofautomotive usein the region.
The city itself, withplentiful parking,free parking optionsforemployees, and immediate accessibility
to nearby highwaysis incredibly car-friendly.Most traffic jams in the region are muchshorterand less
severe than in other nearby regions. Finally, the region lacks a comprehensive, mature mass
transportation system that connectsthe city to its suburbs.While the Richmondcity limits are routinely
served by GRTC,many suburbancountieshave limited or, in some cases, noaccessibility to GRTC’s
services.
Given the ease ofdriving in the region, and the lack oftraffic andtransit services to a majority
ofsuburbanresidents in Greater Richmond,carpoolingand vanpoolingcanbe seen as burdensometo
drivers, especially SOV drivers who,based onprevious studies are concernedaboutflexibility, although
there has been information showingthat incentivizing to some extent canhelp encouragepeople to
carpoolor vanpool.The followingreport will investigation twopotential projectsthat couldbe used for
a 2017grant.These twopossible programsinclude a cashincentive given to carpoolers as well as a
voucherandreward program.
CASH INCENTIVE FOR CARPOOLING
Figure 2: With over 20,000 parking spaces in thedowntown region,
Richmond offers an abundanceof downtown parking options.
4. 3
One ofthe trickiest issues in Richmondis trying to encouragepeople to carpoolor vanpool to
workwhen their business offersor guaranteesthem free parking. A potential solutionto circumvent
free parking is offering anincentive that beats free: financially reimbursing individuals forcarpooling or
vanpoolingto work instead ofdriving alone. The programwouldbe a twoorthree monthpilot cash
incentive program that allows carpoolersand vanpoolers to be compensated$1-2 foreach one-waytrip
they take usinga carpool service, upto a threshold of$50-75per month.
The bonuswouldbe subsidized by a transportationagency, in this context,RideFinders via a
grant, andadded to their personal paycheckas a bonus.The goal ofthis is to see if carpoolridership
increases due to these cashincentives and if people would still be willing to carpoolor vanpool even
whenthe pilot programends. Variations ofthis incentive have been tested in the Atlanta and
Washington,D.C.metropolitan areas.
ATLANTA CASE STUDY
Since 2002,whentherewas enoughfinancial allocation, Atlanta has used a Cashfor
Commuters program.The program offersdrivers upto $3per day up to$100 permonth forcarpooling,
biking, taking public transit or telecommuting to work.The large scale efforthas been seen as
successful,withnearly 29,000 individualsparticipating in the pilot program from2002-2009.The
Center forTransportation and the Environment held a studynine monthsafter the initial 2002 program
ended and foundthat64%of commutersstill participated in alternative transportation at least oncea
week. (Brown,2009)
Inorder to prevent fraud,carpoolershad to register with their employers to inform them of
their commute to work,and the employer would provideinformation to the rideshare agencyof their
commutingpatterns. The commuters hadto share and sign withtheir supervisorto verify they were on
the carpooleach day they reported it online.
SEATTLE CASE STUDY
InRedmond, Washington,a suburbancommunityofSeattle, their local rideshare agency,
GoRedmond,rewarded its commuterswith 50 dollar Amazongift cards in their first year ofthe
program.Altogether, the program rewarded878 commuterswith gift cards,and hada total of10,023
new signups fortheir program. The successofthe program promptedGoRedmondto have a similar
program in 2009,where5,891 new usersregistered with the program,totaling to5,977 people being
rewarded forcarpooling(includingsome overlap with 2008winners).
Since 2009,there,on average, have been about 3,800 regularuserswholog their alternative
commuterson GoRedmond.This includes bike, walk, carpool,vanpool, bus,and train. Today,
GoRedmondoffersmonthly rewards, butno longeroffer the guaranteed incentive, althoughwe are
consideringstarting something similar again.
WASHINGTON CASE STUDY
5. 4
Duringthe Fall of2009,CommuterConnectionsconductedathree-month test program.In this
program,they wouldpay carpoolersa $1-each-wayrewardforcarpooling alongtwo select congested
corridorsin the Washington,D.C. area. These corridorsincluded I-395fromNorthern Virginia into
DowntownWashingtonvia the 14th
street bridges,as
well as the Capital Beltway (I-495) betweenthe
Baltimore-Washington Parkwayand I-270.The routes
were inboundin the morning andoutboundin the
evening. These routes were selected because they
lacked HOV lanes, making it difficultto incentivize
carpoolingand vanpoolingas a time saving
mechanism, as well as director nearby accessibility to
public transit. (Kania,2014)
The pilot carpoolprogramwas paid forwith
federal CongestionMitigation andAir Quality
Improvement fundsthatwere budgeted for2009but
never used.The projectedcostwas$192,000,
including$95,000 inincentive payments for an estimated 700 participants. (Metropolitan Washington
CouncilofGovernments, 2009) Theremainder paid for administration andadvertising. Commuter
Connectionshopesto begin registration online in October. Eachparticipant received a full checkafter
the end ofthe trial period.
In2010 and2014,theprogram washeld again fora select period ofmonths.The 2009-2010
goals were to have 1,000 commuterstoparticipate in the program.The marketing campaign wasbuilt
uponthe recognitionof the Commuter Connectionsbrandas an umbrella resource committed to
improving traffic congestionand air quality in the metropolitan Washington DCregion. To reach outto
commuters,CC,like RideFindersreached outto several employers in the region, through
advertisements online, on the radio, throughdirect mail andthroughsocial media. (Finafrock,2014)
The successofthe program wasmeasured throughcarpool retention, air quality impact,and
the structureofthe program.Based oninitial data, most commutersworked five days a week, and their
commute wasabout 21 to30 miles. Mostcarpools containedthree individuals, and the primary reason
to carpoolwas to save money onthe commute cost.Ultimately, the studysaw that 54%of commuters
retained their carpoolsfollowing the program.About35%returned to driving alone to work.The others
took other variousforms ofpublic transit to work. (Finafrock,2014)
RECOMMENDATIONS
Given the findings fromthe Voucherprogramas well as the Cash Backprogram, it is suggested
that RideFinders applies fora grant wherea twoor three-monthpilot pay backprogram is instituted.
Applyfor grantfrom either RRPDC,DRPT,WellsFargo,Dominion, Parsonsor Robinson
Foundation
Set a time window of twoor three monthsto runthe pilot program
Figure 3: The I-395 corridor in Arlington and the I-495corridor
in Silver Spring btwn MD-295and I-270 were theselected
corridors for the program.
6. 5
Create and establish a ceiling formaximum monies rewarded per individuals andfor the entire
program
Outreachto employers of the planned program
WORKS CITED
Brown,E.(2009,July8). CashIncentivesforCarpoolingtoGeta Trial Runin D.C.Area.Retrieved from
The Washington Post:http://www.washingtonpost.com/wp-
dyn/content/article/2009/07/07/AR2009070702520.html
Finafrock,S.(2014). StandingintheIntersectionof theRidematchingExperience:Assessmentof
Traditional Incentivesvs.EmergingWeb-based Systems.SanFrancisco, CA:Commuter
Connections.
Green, K. (2009,November23).CitiesUse Cash To EncourageCarpooling.(A.Khalid, Interviewer)
Kania, S. (2014,December2). CommuterConnectionsProgramOffersCashIncentive.Retrievedfrom
Commuter Connections: http://www.commuterconnections.org/wp-content/uploads/Pool-
Rewards-95-Express-Lanes-Dec-2014.pdf
Metropolitan WashingtonCouncilofGovernments. (2009,October27). CommCommuterConnections
Tests'Pool RewardstoMoveCommutersintoCarpool.Retrieved from Metropolitan Washington
CouncilofGovernments: https://www.mwcog.org/about-
us/newsroom/2009/10/27/commcommuter-connections-tests-pool-rewards-to-move-
commuters-into-carpool-commuting-commuter-connections-ridesharing/
Metropolitan WashingtonCouncilofGovernments. (2010,March11). CommuterConnectionsExpands
'Pool Rewards'.RetrievedfromMetropolitan Washington CouncilofGovernments:
https://www.mwcog.org/about-us/newsroom/2010/03/11/commuter-connections-expands-
pool-rewards-commuting-commuter-connections-ridesharing/
