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

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MAKING CAR SHARING AND CAR CLUBS WORKCASE STUDY SUMMARIESLeisure journeysCycling and walking buddies.10.23 The Council is at an early stage with the development of its employee travel plan. The carsharing scheme has been promoted to staff but there has been very little take-up, with only14 staff registering so far. There are no incentives to join the scheme. The Council does notcharge for car parking and its Council Offices in Runcorn are at the Halton Lea shoppingcomplex where there is ample free car parking available. The Council is not offering a “getyou home guarantee” or any preferential parking areas. Therefore there are no additionalincentives to encourage staff who already car share to register for the scheme.10.24 There is a relatively high turnover of staff at the Council, with better qualified and moreexperienced staff traditionally going to Merseyside, Chester or Warrington. Human resourcesmanagers may be opposed to introducing measures that might be perceived by staff as aremoval of privileges.10.25 In addition, in common with most local authorities, some staff are entitled to essential caruser allowances; if they do not claim at least 500 miles per annum, the allowance isautomatically removed for the following year. This may act as a disincentive to car sharing.Integration with Other Schemes10.26 Halton Journey Share is a Halton-wide scheme. Members can also access the Liftsharenational database. The car sharing scheme forms part of the travel plan measures for HaltonCouncil and The Heath Business and Technical Park, and part of the NTT’s package ofmeasure to counter social exclusion in Halton.Marketing and Promotion10.27 The Journey Share Scheme has had very limited marketing to date, mainly due to thedifficulties identified earlier.10.28 The scheme has been promoted to Halton Borough Council staff. All 5,000 staff received aleaflet with their payslips in May 2004. The take up has been low with only 14 staffregistering for the scheme so far.10.29 Halton Council have expressed strong concerns over the appropriateness of publicitymaterial to promote national liftshare day, so much so that they refused to use it as part ofany marketing campaign. The poster was considered inappropriate and counter-productive -worries about personal security rank high among the reasons given by women for not usingcar sharing, and it was considered that this poster strengthened rather than reduced thisconcern still further.Financial Performance / Targets10.30 Halton Share A Journey has a target of enlisting 150 new members in the first year.Final V1.1, Dec. 2004 - 66 -
MAKING CAR SHARING AND CAR CLUBS WORKCASE STUDY SUMMARIESResearch and Development10.31 The NTT was developed following recommendations in the Halton Links to Employmentresearch undertaken in 2000 by Mott MacDonald and Richard Armitage TransportConsultancy. The research included extensive consultation with community groups, localemployers, transport operators, local service providers and others to look at the barriers toemployment and ways of overcoming those barriers. The introduction of a car sharingscheme as part of the NTT’s work was included in the original recommendations. Theresearch identified the problems facing long-term unemployed people, single parentsseeking work to fit in with childcare responsibilities, disabled people, and people withoutaccess to a car. In most cases there was no single barrier to returning to work, but a seriesof inter-related issues that required solving to enable people to take the step back into theworkplace. The aim of establishing the NTT was to identify and provide bespoke solutions tothe transport element of the problem and work with other agencies to identify and implementsolutions to recurrent problems.10.32 The NTT has had some ongoing support from Richard Armitage Transport Consultancy,from Liftshare, and has also spent a day with a local marketing company. The NTT hasfound that commercial companies like Liftshare and the marketing company find it difficult tounderstand social inclusion and are challenged when required to develop marketingstrategies that do not just concentrate on congestion issues and lack of car parking.Support/Consultation10.33 The NTT did not specifically go out to consultation on the car sharing scheme. The use ofcar sharing was discussed in principle during the Halton Links to Employment consultation.10.34 In some local workplaces informal car sharing is already widely used. For example, inRuncorn, Tibbet and Britten undertook a survey in 2000 that showed that over 40% of theirstaff already shared their car journey to work, in many cases three or more workers travellingtogether. This company has a regular shift work pattern, staff travel from several local towns,and there is a culture of meeting in the staff canteen because of the nature of the work (so itis easy to arrange and rearrange car sharing journeys).10.35 Car sharing was included as an option in the travel survey at The Heath Business andTechnical Park. The Heath provides serviced office and laboratory accommodation,conference facilities and a range of support services for tenants’ employees. The site isoccupied by a range of businesses, from sole traders to large technical organisations. TheHeath is working with the NTT to develop a travel plan for the site, and this includes a closedsite within Halton Journey Share. The management company at the Heath has had somesupport from the Energy Efficiency Best Practice Programme to undertake a site wide stafftravel habits survey and develop its travel plan, working in partnership with the Council.User Perceptions10.36 One user of the scheme estimates that she saves over £2,000 per annum, because carsharing means that her household does not have to own a second car. She car sharesFinal V1.1, Dec. 2004 - 67 -
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