Making Car Sharing and Car Clubs Work - Case ... - The Civil Service

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MAKING CAR SHARING AND CAR CLUBS WORKCASE STUDY SUMMARIES5 HEATHROW AIRPORTGeneral Background5.1 By 2000, travel planning initiatives were already underway at Heathrow Airport, mainlyconcentrated on improving and increasing bus services, with some success in attractingmore passengers on board. In September 2000, it was decided to spend more effort on carsharing. The main motivation was to reduce the number of staff travelling to work by car,driver alone, in order to manage predicted car parking pressure. But the catalyst was the fuelshortage that Autumn; a car share matching database received 20,000 visits during thecrisis. At the peak, car use declined by one third, but absenteeism was reported as no higherthan usual. Focus Groups carried out with staff in October 2002 indicated 47% acceptanceof the principle of car sharing. Airport Carshare was formally launched on 23 April 2001.5.2 In order to get permission to build the new Heathrow terminal (T5),a planning condition wasaccepted that placed a cap on the amount of car parking, set at 42,000 parking spacesalthough the forecast demand was for 45,000 spaces. In order to meet passengerrequirements and to comply with the ‘spirit’ of the cap which proposed a reduction inemployee car parking as opposed to passenger car parking, it is expected the 3,000difference will have to be dealt with by reducing the number of cars driven to the airport bypeople who work there. BAA Heathrow is acutely aware of the sensitivity of this issue andthe necessity to keep Heathrow as an attractive centre of employment.5.3 The travel plan has recently been updated and refocused (see Changing Direction:Heathrow’s Travel Plan 2004 – 07). It is strongly oriented towards encouraging airportbusinesses to adopt the travel plan. BAA Heathrow can only do so much in isolation. Toachieve the level of modal shift required by the airport all businesses at Heathrow will haveto take some degree of responsibility for influencing the travel patterns of their employees.Consequently, the new travel plan focuses on the business case for the travel plan andurges all companies and employers at Heathrow to work together “for sustained businessgrowth”.Operating Structure5.4 Airport Carshare is currently delivered on a closed internet-based system, using Intrinsicasoftware, which is available to all 70,000 employees working at Heathrow. An administratoris required to complete the matches. Although the original software was ‘off the shelf’, it hassubsequently been tailored to meet BAA’s requirements. There has been further investmentin the Intrinsica software package: GIS mapping was introduced in the first half of 2004. Itwas felt by the team that the process of creating a match is quite labour intensive. It wasestimated that the process takes, on average, about an hour from meeting someone toregistering them and finding a match on the database.5.5 Delivery of the Travel Plan, and other transport planning services, is undertaken by theChanging Direction Team. This is lead by Heather McInroy, Head of Research and TravelManagement, whose Marketing and Communications Manager, Freda Jesudason, managesthe work of the Airport Commuter team. The latter consists of one Airport CommuterFinal V1.1, Dec. 2004 - 30 -
MAKING CAR SHARING AND CAR CLUBS WORKCASE STUDY SUMMARIESManager and three Airport Commuter Coordinators, all of whom are employed by travel planservices provider, Vipre, but are based full-time in the BAA Changing Direction office.5.6 Three person-days per week are spent out of the office meeting airport staff face-to-face.The team is referred to colloquially as ‘the carshare girls’: it is interesting that the messagethat the Changing Direction Team is about business efficiency and sustainable growth hasyet to gain widespread acceptance.Impact and Effectiveness5.7 Research has shown that in the 1970s about 7% of Heathrow employees car shared, andthe 2003 staff travel habits survey of BAA’s own Heathrow employees indicated that – fortheir own staff at least – Airport Carshare had helped get car sharing back up to 7%.5.8 In mid-2004, there were 4,045 people registered on the car share database (6,016 at allBAA UK airports).Heathrow: car share databaseNos. registeredJune 2004 4,045May 2004 3,849March 2003 2,103March 2002 1,323June 2001 6005.9 Of the 3,849 car sharers registered in May 2004, 2,175 (56.51%) were sharing their journeysto work, in 998 “active pools”; in June 2004 this went up to 56.61% in 1,047 pools.5.10 Looking a month later (June 2004), it is interesting to look at a further analysis of shift andday workers, with registered shift workers showing higher sharing rates than day workers:Heathrow: car sharedatabase (June 04)No. of staffregistered% of total No.activelysharing% ofshift/dayworkersShift workers 1,603 39.63% 1,031 64.32%Day workers 2,442 60.37% 1,259 51.56%Total: 4,045 100.00% 2,290 56.61%5.11 The number of towns at which the car sharers are located is 432, and between them theywork for 235 companies. The top five towns were: London, Slough, Hounslow, Hayes, andStaines.5.12 Getting existing car sharers to sign up has been quite an issue. People who were alreadycar sharing were worried that they would have to take someone new, and misunderstood thereasons for the registration process. The team emphasised that people only have tocarshare once per week to be able to be members.Final V1.1, Dec. 2004 - 31 -
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Making Car Sharing and Car Clubs Work - Case ... - The Civil Service

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