Case Study Summaries - Richard Armitage Transport Consultancy ...

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MAKING CAR SHARING AND CAR CLUBS WORK CASE STUDY SUMMARIES The provision of secure parking, showers, lockers, tools and road safety events for cyclists and motorcyclists, together with the provision of interest-free loans for equipment. The introduction of two park and ride services to GCHQ from other areas of the town. Integration with Other Schemes 3.14 Owing to security issues, the scheme is available only to GCHQ staff. Marketing and Promotion 3.15 GCHQ has employed a number of approaches to market its car/parking space sharing scheme, and supporting travel planning measures. 26 seminars were held in the twelve month period before the travel plan measures were introduced, to consult on them, involving a total audience of 1,106 GCHQ staff. “The change management team responsible for travel to work issues had an infectious enthusiasm, and were determined they were going to sort out the car parking problem.” The change management team have adapted elements of the TravelSmart campaign – pioneered in Perth, eastern Australia – which was based on personalised travel information. In brief, 30 existing GCHQ staff who were known to possess good communication and interpersonal skills were identified and appointed as ‘pathfinders’. Each pathfinder was given responsibility for a geographical area, or route corridor, and asked to assist staff living in that area who needed help overcoming travel to work problems. The scheme has proved very successful. Pathfinders have, for example, organised coffee breaks to bring people in their area together to discuss car sharing, as well as to seek advice on walking, cycling or using public transport. “It helped that the pathfinders were themselves facing the same problems and issues as the people they were trying to help. They could empathise, and there was a feeling they were one of us.” The car parking restrictions at GCHQ apply across the board. The change management team insisted that the scheme would only work if all managers and directors were included, demonstrating commitment and leadership. The marketing campaign adopted the ‘INSTEAD’ slogan (e.g. ‘Walk instead’, ‘Cycle instead’). Fliers, stickers and posters have been used to advertise a variety of travel plan initiatives. To encourage car sharing two example slogans used were: ‘Start the day with a pick-me-up!’ and ‘Have you the drive to make car sharing work?’ It encourages staff to use the flexitime system to work a compressed working week, and promotes this with the slogan “Don’t drive one in five”. Final V1.1, Dec. 2004 - 18 -
MAKING CAR SHARING AND CAR CLUBS WORK CASE STUDY SUMMARIES “There’s loads of information on the (GCHQ) intranet system, including newsgroups for users of different means of transport. And there’s always messages flashing up about the need for responsible parking behaviour.” Financial Performance / Targets 3.16 The GCHQ travel planning measures, and associated targets, have been driven by the reduction in car parking spaces associated with the move to new premises. Between March 2004 and May 2005 the target is to accommodate almost a 50% reduction in parking space availability (down from 3,400 to 1,800). In the medium term, parking spaces will increase once the construction phases is complete, but are likely to be trimmed again in the longer term as more development on the site takes place, and to honour a planning agreement with the local authorities. In May 2005, GCHQ will have 85% of the number of parking spaces available prior to the move. By 2012, this will drop to 73%. “Getting this programme off the ground and the ongoing support, which will continue for the foreseeable future, has meant a huge financial commitment on the part of GCHQ. It’s difficult to estimate a figure, as it’s tied up with the relocation expenses which cost £308 million (and that doesn’t include construction costs), but we’re talking hundreds of thousands of pounds.” Research and Development 3.17 In preparation for the move to the new site a ‘travel census’ was carried out among GCHQ staff which asked, among other things, ‘How do you currently travel to work?’ and ‘How do you intend to travel to the new site?’ The responses to these questions are summarised below. Mode Existing (before the move) Proposed (after the move) Car, single occupancy 62% 56% Car share, driver 5% 8% Car share, passenger 4% 4% Walk/jog 6% 5% Cycle 8% 11% Powered two wheeler 2% 3% Bus 2% 5% Other 12% 8% 3.18 GCHQ mathematicians were involved in analysing the results of the survey, to produce options for car park space allocation in the context of the forecast parking space availability. Final V1.1, Dec. 2004 - 19 -
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Case Study Summaries - Richard Armitage Transport Consultancy ...

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