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

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MAKING CAR SHARING AND CAR CLUBS WORKCASE STUDY SUMMARIES17 SCOTTISH COURAGEGeneral Background17.1 Scottish Courage currently employs 650 people at the South Gyle office. In 2003 thecentral Edinburgh office was closed down as the company decided to consolidate officeaccommodation in Edinburgh. 250 staff were relocated to the South Gyle office. TheSouth Gyle site accommodates only 280 car parking spaces, therefore the company had todevise a way to handle the excess demand for parking.Operating Structure17.2 Private group purchased from Liftshare. The scheme is internet based. The car sharescheme is ‘operated’ by the Facilities and Security department. Car share groups areallocated their own numbered space and issued with a permit.Impact and Effectiveness17.3 Failure was not an option. The scheme is seen to have been ‘pretty good’ in helping toreduce car use17.4 An increase in on street parking near the site has been noted.17.5 A key barrier to the success was the special pleading by employees as everyone had areason why they should get their own space.17.6 Perceptual barriers by individuals encountered included the main issues of being strandedat work, emergencies and childcare. It helped that people were given time to think throughtheir options and also knowing that the scheme was compulsory.Successes / Failures17.7 Senior people publicly backed the scheme and shared cars whilst no executive parkingspaces were made available.17.8 As far as the promoters are aware, the provision of personal information did not cause anybarriers to uptake.17.9 Scheme too new to provide any before / after figures.Supporting Measures / Alternative Approaches Considered17.10 Get you home guarantee and information on cost savings.17.11 Other alternatives considered and rejected for various reasons included:Restricted daysIncentivise people not to bring cars to workPaid for parkingFinal V1.1, Dec. 2004 - 94 -
MAKING CAR SHARING AND CAR CLUBS WORKCASE STUDY SUMMARIESTeam parkingBuild additional parkingPark and rideSupply company scootersBus people from townDoor to door busesIntegration with Other Schemes17.12 Private group on Liftshare that is not linked to any other car sharing scheme. There are noplans to expand the scheme to other employers in the vicinity.Marketing and Promotion17.13 The scheme has been marketed by two main methods – e-mail alerts and a presentationgiven to all line managers. The presentation was created by the working party and given toall line managers in order for them to pass on the information to all those employeesreporting to them.17.14 Key measures to promote the scheme have been a get you home guarantee andinformation on cost savings.17.15 The marketing strategy has been reasonably successful. Advertising was not necessary topromote the scheme as the scheme was compulsory. Instead the marketing strategy wasused to reduce ill feeling about the car share scheme.Other General Issues17.16 The promoter believes that car share lanes may help to promote car sharing nationally andthat car sharing could be an effective tool in increasing accessibility in rural areas.17.17 The promoter feels that the key trigger for encouraging car sharing is making it the onlyoption though even then, people will park anywhere.Final V1.1, Dec. 2004 - 95 -
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Making Car Sharing and Car Clubs Work - Case ... - The Civil Service

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