Fernando Cazares, LA Regional Coordinator (Urban Solutions) & Policy Advocate, Washington, D.C.
Guest blog by Ma'ayan Dembo - CommuteSM Program Manager
Earlier this year, in collaboration with the City of Santa Monica, CommuteSM launched Santa Monica's first-ever Commuter Challenge. This challenge encouraged residents and employees in Santa Monica to bike, carpool/vanpool, ride transit, or walk to work, instead of driving alone.
But what is CommuteSM, besides a catchy, free online resource? CommuteSM is a recognized Transportation Management Association formed pro bono in 2012 by RideAmigos, a Santa Monica-based technology company specializing in transportation demand management (TDM). This partnership between RideAmigos and the City of Santa Monica addresses, coordinates, and helps implement cost effective TDM programs for large employers to ease traffic congestion, meet clean air requirements, and improve Santa Monica's access.
So, back to the Commuter Challenge. The challenge began on April 1st and went through August 30th. April incentivized general trip logging, while each month thereafter showcased a different travel mode: biking in May, carpooling/vanpooling in June, public transportation in July, and walking in August. With every logged trip, participants automatically entered weekly drawings for prizes, such as gift cards to local merchants. In addition, at the conclusion of each month individuals with the highest CO2 reductions from the monthly mode were recognized, along with the company having the greatest rate of employee participation.
During the May Biking month, 13 different company teams competed by logging their trips. The team structure created more camaraderie and fostered friendly competition. These riders logged 791 trips and collectively rode 4,000 miles. They saved a total of 1.6 tons of CO2, $2,262.73, and burned nearly 200,000 calories through their efforts. Most riders came from the Santa Monica/ Venice area, and the most dedicated rider biked from Calabasas. Interestingly, half of the riders participating in the Biking month were regular, everyday bicycle commuters, while the other half rode a few days a week, and drove alone the other days. For some of those "every so often" riders, the Bike Month incentivized them to increase the frequency of their riding, and cemented this habit, such that they continued riding often even after the Bike Challenge ended!
In June, we focused on Carpooling, as CommuteSM provides an easy-to-use direct carpool matching service for its users. Although we did not achieve as poignant success (only 800 miles worth of logged carpool trips), we did more traffic in site usage-- illustrating the interest in ridesharing within Santa Monica.
Throughout the month, 159 new users were created, increasing total accounts by 48 percent, and 13 new company networks joined the platform as well. There was a 21 percent increase in Trip Searches, as more people browsed potential ridesharing matches in their areas, and a 40 percent increase in direct Carpool Messages between people trying to start a new carpools.
The Challenge encouraged Public Transit use during July. Each week we awarded one pre-loaded $17.50 TAP card, allowing users to utilize this money on the local Big Blue Bus, county-wide systems, and other regional agencies. At the end of the month the user with the greatest CO2 savings received 2 passes for the acclaimed 2015 FYF Fest, with smaller prizes going to second and third place winners. In addition, 2 randomly selected winners received movie passes to American Cinematheque theaters, encouraging individuals to try transit (and log their trip) at least once during the month to be eligible for a prize.
August was the final month of the challenge, added after the program's conception due to popular demand for a Walking month. In August the Challenge shifted to a health benefits angle in all marketing and promotion, and instead of solely encouraging alternate commutes, the Challenge invited individuals to add walking into their lives for any trip-- lunch time strolls, errands, and even hikes. Throughout the month, participants logged 502 trips and traveled 730 miles. Individuals burned a whopping 72,118 calories, the equivalent of 239 Whopper Cheeseburgers. At the end of August, we celebrated our results with a group walk through Santa Monica, sharing historic anecdotes and facets to the neighborhood.
In total, the challenge ended with 1,770 trips logged, and 3.362 tons of CO2 saved. 73 total participants traveled 10,717.8 miles, burned 272,256 calories, and saved $3,502 by taking alternate modes of travel instead of driving alone. In October, we were honored to be recognized as this year's Innovative Transportation Program by the South Coast Air Quality Management District.
So, what have been some of the lessons learned from this pilot program in the City of Santa Monica? For one, the program was executed and results were garnered with a very small budget. CommuteSM solicited local businesses and received nearly $3,000 worth of donated prizes from the Los Angeles and Santa Monica communities, and is incredibly grateful for these business's generous support. In contrast, using the same RideAmigos technology, Salt Lake City created a similar challenge last year with 6,800 participants logging 2,199,978 alternative trip miles, and eliminating 651 tons of CO2 emissions from their atmosphere. Salt Lake City's challenge had significantly more support from the Utah Department of Transportation and other transportation funders within the state.
With increased funding and financial support, and a running Expo line, it is easy to imagine the large-scale positive impacts next year's Santa Monica Commuter Challenge can have on an ever-growing region.
CommuteSM is incredibly grateful for its local partners and sponsors: RideAmigos, Urban Trans, Paradise Consulting, the City of Santa Monica, Metro, The Big Blue Bus, FYF Music Festival, KIND Snacks, Laemmle Theaters, McCabe's Guitar Shop, Magicopolis, American Cinematheque, The Massage Palace, Lemonade, Dethrone Basecamp, Dogtown Coffee, Starbucks Coffee & Tea, Donut King, IZIP Store, the Santa Monica Bike Center, SM Spoke, Bike Attack, Pedego Santa Monica, Cynergy Cycles, Zone 3 Multisport, Helen's Cycles, and Downtown LA Bikes. For more information on the Commuter Challenge, visit www.commuteSM.com.