How does the program element identify which commuters to target for incentivized travel changes?
Commuters who travel within, to, or from NoVA are “targeted” for travel behavior change in two ways. One way is through our marketing. We’ve implemented a multi-faceted approach to identifying and reaching these commuters through social media, paid advertising, and partnerships with NoVA transit and commuter assistance organizations that have established commuter networks. Our efforts also extend to community events and collaborations, including employer site visits at local businesses to directly engage with commuters.
The other way we “target” commuters for change is through the GoMyWayVATM app. Every traveler with a mode of “driving alone” in their profile will receive messages about traffic events and be provided options to avoid traveling through those locations. They will also receive incentives to make changes in travel mode or departure time more appealing.
What types of incentives or rewards are offered to encourage commuters to adjust their travel patterns?
Through the GoMyWayVATM app, commuters are offered “coins” and specialty rewards, such as tickets to local or regional attractions, to make travel mode changes more appealing. A larger quantity of “coins” may be offered to encourage dynamic real-time changes to carpooling, transit, biking, or delaying trips when events or incidents occur that will severely impact traffic. Coins have a value that can be redeemed for gift cards from different retailers.
The project team has been reaching out to private-sector businesses to obtain donated tickets and discounts to persuade travel behavior change.
How do you ensure that incentives align with broader goals, such as environmental impact or congestion reduction, rather than just redistributing traffic?
The incentives align with the broader goals of environmental impact and congestion reduction because they reward behavior changes that improve traffic flow, reduce congestion, and ultimately improve air quality. While traffic could be self-redistributed to the Express Lanes or other roads for travel time savings, the incentives encourage much more than just a redistribution of traffic. In fact, DI aims to avoid diverting traffic into neighborhoods for example, especially traffic that could negatively impact communities. If a commuter does something undesirable, such as diverting into a neighborhood not included in the alternate travel plan provided by the GoMyWayVATM app, they won’t be eligible for incentives. Of course, travelers could opt to use the Express Lanes and pay the tolls, but through the app travelers will be offered incentives to pick up carpoolers, thereby taking cars off the road, avoiding tolls, and saving time.
Is the DI program only for commuters?
The DI mobile app, GoMyWayVATM, is available to everyone traveling through or within NoVA; thus, the incentives are open to all. All users of the mobile app will find an incentive suitable for their needs. However, the premium or higher value incentives will only be offered to those that make dynamic behavior changes.
In what ways could the DI initiative influence urban planning and infrastructure investments in Northern Virginia in the long run?
DI could influence urban planning and infrastructure investments in NoVA by highlighting the limitations of continually expanding road capacity to address congestion and the need for more travel options, such as more and more frequent transit service. Expanding beltway or interstate lanes might offer temporary relief, but over time, congestion returns, and finding space for further expansion becomes a significant challenge.
DI emphasizes the use of alternative travel modes that are reliable and desirable. Awareness of these alternative modes could encourage residents to advocate for more diverse and sustainable travel options from elected officials or policymakers. This advocacy might shift transportation planning priorities towards investments in public transit, multi-modal transportation systems, and infrastructure that reduces car dependency and provides more options. As the region grows, the project’s focus on behavior changes and alternative travel modes could play a pivotal role in shaping a more balanced NoVA transportation network.
How will the success of the DI program element be measured in terms of network efficiency and commuter satisfaction?
Assessing the success of DI in terms of efficiency in the NoVA transportation network is challenging due to the complexity of the factors. However, through a verification process for the rewards and incentives, we are able to quantify the reduction in car trips and measure the number of commuters who adopted alternative travel modes during specific incidents, events, or time periods. Assessment of commuter satisfaction will also be measured through the GoMyWayVATM mobile app feedback system, where users can share their experiences with the app, rewards, and incentives.
This dual approach provides insights into the project’s impact on both the individual user experience and the broader transportation network.