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

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MAKING CAR SHARING AND CAR CLUBS WORKCASE STUDY SUMMARIES5.13 The team also publishes information about the environmental impact of Airport Carshare.Their table of ‘environmental information’ for the period April 2001 – June 2004 is:Heathrow Stansted GatwickScottishairports S’o’ton TotalKm reduction 19,532,544 8,266,135 4,107,266 1,596,711 12,513 33,515,169CO2 reduction (kg) 3,792,681 2,262,485 711,495 219,831 3468 6,989,960Fuel reduction (l) 1,573,935 707,009 301,124 88,245 3,060 2,673,373Reg. members 4045 1383 841 411 93 6773Sharing members 2290 1061 770 212 48 4381Active pools 1047 480 280 94 20 1921No. of towns 446 110 43 86 26 625No. of companies 246 92 23 64 9 370Bishop'sLondon Stortford Horsham Aberdeen SouthamptonTop 5 towns forCarshareregistrationsSlough Braintree Brighton Dunfermline EastleighHounslow Dunmow Crawley Paisley FarehamHayes Harlow Billingshurst Edinburgh WinchesterStaines Colchester Worthing Livingston Waterlooville5.14 The above figures are based on an average car share group, sharing 3 days per week, andhave been rounded up/down.Successes / Failures5.15 The main difficulty has been associated with persuading other employers on the vastHeathrow site to get involved. BAA Heathrow employs less than 6% (about 4,000 staff) outof the 70,000 who work at the airport. BAA Heathrow is not the employer of the remaining94%, and their employers (about 400 firms) are BAA Heathrow’s customers, and might wellexpect to have car parking facilities provided.5.16 Heathrow Express has not assisted with tackling SOV modal share amongst people whocommute to work at Heathrow, as most of its passengers are airport customers who aretransferring from other modes, and in any case only 2% from private cars.5.17 A further difficulty is presented by history. The car parking system has developed over manyyears. Today, BAA Heathrow charges companies with staff who work at the airport anythingfrom £465 to over £1,000 p.a. for a car parking space, with the rate depending on theconvenience of the location. Very few companies charge this cost out to their staff. A furtherissue is the fact that parking is paid for quarterly in arrears. Consequently there is noincentive, in terms of reduce parking costs, for those employees who might consider carsharing occasionally and drive alone the rest of the time as they will still need their ownparking permit. However, BAA Heathrow is considering introducing a system which will allowcharging on a ‘pay-as-you-go’ basis.Supporting Measures / Alternative Approaches Considered5.18 Incentives are offered to people joining Airport Carshare, including:Discount with the Institute of Advanced MotoristsFinal V1.1, Dec. 2004 - 32 -
MAKING CAR SHARING AND CAR CLUBS WORKCASE STUDY SUMMARIESDiscounts with breakdown and motoring organisations: up to 30% at the EnvironmentalTransport Association; 15% discount at the AA; and 20% at the RAC10% discount at National Tyres and AutocareEmergency Ride Home servicePriority parking in BAA managed car parksDiscount at Vision Express opticians£20 discount at Specsavers opticians15% off advertised activity days at buyagift.co.uk10% discount with Debenhams Direct20% off at the Tussauds Group (attractions like Alton Towers and Madame Tussauds).Integration with Other Schemes5.19 Airport Carshare is fully integrated with the airport’s other travel planning activities5.20 BAA Gatwick set up its own in-house car sharing scheme many years ago. This includedestablishing a relationship with customer organisations, whereby the person responsible forcar parking would run a mini-car share internally, and there is no doubt this had an impact.So when the larger BAA car sharing scheme started, the Gatwick team was reluctant tomove away from their own system, and now runs the BAA scheme alongside it. Theeffectiveness of Airport Carshare, in comparison with the more informal Gatwick scheme,has lead the Gatwick Planning Team to reconsider their approach and it is likely that AirportCarshare will be fully implemented at Gatwick in the near future.Marketing and Promotion5.21 Marketing and promotion is and has been extensive. Car sharing was the first big attempt atbehavioural change at Heathrow, involving communicating directly with staff about theirattitudes to travel to work. It was felt they needed a very strong brand, capable of competingwith everything else on the airfield. At the time of the launch, most staff did not have emailaccess. Graphic designers, Alter Ego, were appointed to create the brand.5.22 The marketing effort has left no stone unturned, and has included:Advertising in airport newspapersNewslettersTV coverageFinal V1.1, Dec. 2004 - 33 -
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