HOK Potential

1
HOK Potential

• parking, planet,
• physical fitness, public image
• Value

2
ParkingThe Big Issue

• The (university) chancellors job has come to be
  defined as providing parking for the faculty, sex
  for the students and athletics for the alumni
• Clark
  Kerr, UC-Berkeley chancellor, 1967
• Parking is the most important issue for
  everyone
• Albert Carnesale, UCLA chancellor, 2003

3
But Parking CostsLove Affair with Automobile

• American cars in motion five percent of day
• 95 percent of American automobile commuters park
  free
• Standard 4 park spaces per 1,000 office feet
• Parking adds 27 percent to office building costs
• 67 percent if below ground
• Urban construction per space 16,000 to 32,000
• Various articles, Shoup 1995-2005

4
Our Love Affair CostsOne Los Angeles deck
built in 2003

• UCLAs 1,500 new spaces
• Generated 5,630 one-way car trips/day
• 3.8 trips per space
• 1.1 million new vehicle miles traveled/month
• 57 a month to park
• in each space which cost CA taxpayers
• 233 for debt service and operating expenses

5
Auto ExternalitiesOur Love Affair with
Automobile

• Parking issues Employee Health
• Personal Costs Pollution-air water
• Congestion Foreign Policy
• International Trade Global Warming
• Safety Time

6
Change InevitableOur Love Affair with
Automobile

• Peak Oil, Global Warming
• Theres really no doubt were going to have to
  change our habits. Were going to have to design
  our cities differentlyWe could be in deep
  trouble as a social system. How do we achieve
  fairness when the gridlock between rich and poor
  already stops us from having an energy policy?
• We could see democracy entering its death
  throes
• Charles Maxwell, American energy guru often
  called dean of energy analysts

7
Parking Our Love Affair with Automobile

• Time right
• for new thinking
• TDM thinking

8
TDMSynonymous w/transportation sustainability

• Transportation demand management any set of
  actions influencing peoples travel behavior in
  such a way that alternative mobility options
  (non-personal auto) are presented
• A toolbox for enhancing mobility, Meyer, 1997
• TDM actions focus on short-term mitigation of
  existing congestion and on avoiding future,
  long-term issues through strategic thinking
• Demand management as element of transportation
  policy, Meyer, 1999

9
TDM Around World The United Kingdom

• Toward a Sustainable Transport System
• Study over five years, 92,500 locations
• A 10-percent reduction in car miles
• Corresponding increase in transit use, bike
  hike
• Prior pilots showed a 14-percent reduction
• And the UK now plans
• free transport advisors nationwide
• at equivalent cost of building 17 interstate miles

10
TDM Around World Western Australia

• For a decade, TravelSmart
• or individualized dialogue marketing
• 350,000 citizens
• Shows a 14-percent reduction in car-miles driven
• 27-percent increase in muscle-powered transport
• 671 benefit-cost ratio (construction projects
  41)
• Little bounceback
• Today, opening a new commuter rail line
• with 90-percent approval ratings

11
TDM Around World Western Australia

• Perth-area expanding TravelSmart
• to individually, dialogue market citizens
• in
• Energy, Water, Recycling
• People want to be part of the solution. They
  just dont know how.
• Brög, TravelSmart founder, 2007

12
TDM American Concept Think Globally, Act
Locally

• Employer Based
• 1. To save on parking construction
• 2. To save on health care costs
• Utilize Social Marketing
• Utilize Individualized Dialogue Marketing
• Underscored by extensive communication,
  marketing, behavioral change and consumer
  behavior data
• Utilize Carrots, sticks AND tambourines

13
TDM Martha Jefferson HospitalThink Globally,
Act Locally

• C-ville, parking space construction averages
  23,000
• Martha Jefferson is moving by 2012 primarily due
  to need for parking
• Original plans call for 1,265 space parking deck
• But try TDM before building 29 mil deck
• Use savings for better, more beautiful,
  functional hospital building

14
Social Marketing TDM Martha Jefferson Plan

• Discuss auto externality issues w/staff at
  monthly department/division meetings for 1 year.
  Socially market externalities in short,
  five-minute segments (one externality each
  meeting) led by know-nothing upper management
• 1. Illustrates management behind
  sustainability, behind doing right thing.
  Upper management follows short basic script
• 2. Allows framing discussion. Max 10 slides
  keeps upper management directing info flow
• 3. Eliminates off-message questions. Keep
  meeting short for departments benefit
• 4. Allows monthly reiteration of same, simple
  right thing message. The hospital cares. Hope
  you do too
• 5. Reinforces changers. Assures them they
  made right decision

15
Social Marketing Health Externality Discussion

• Greatest potential
• for organizational health benefits accrue if
  sedentary adults begin regular, moderate activity
  
• Like walk to transit stop daily
• Or active daily transportation
• Doctors prescribe walks today
• Business Every spent on fitness returns 3.15
  in health benefits
• Some employers pay bonus for fitness -- 7 to 14
  per percentage/pound lost

16
Social Marketing Congestion Externality
Discussion

• In US, 226 million vehicles
• Over 3.7 billion hours of travel delay2.3
  billion gallons of wasted fuel annually in
  congestion
• Cost 63 billion in 2003
• Individual drivers spent three times as much time
  stuck in traffic in 2003 an average 47 hours
  than 1983
• Texas Transportation Institute, 2005

17
Social Marketing Global Warming Externality

• Transportation causes 33 percent of US CO2
  emissions 1,959 million metric tons the
  largest single amount in economy while
  producing 11 percent GDP
• C02 emissions to GDP fell 23 percent since 1990
  due to drops in industrial and commercial
  emissions amid overall economic gains
• U.S. vehicle miles traveled are increasing over
  two percent annually and as much as 6.2 percent,
  erasing those industrial/commercial C02 gains
• Americans drive 2.9 trillion miles/year in 411
  billion car trips, 87 percent alone
• US-DOT, US-EIA, US-DOC

18
Social Marketing Foreign Policy Externality

• Americans drive 2.9 trillion miles/year in 411
  billion car trips, 77 percent alone
• 60-65 billion car trips are commutes
• 70 percent of 19 million oil barrels/day into
  fuel tanks. 163 billion gas/diesel gallons
  annually in cars
• 63 percent of oil imported (12.2 million barrels
  daily)
• 251 billion in 2005 to import oil. Largest
  amount in US trade deficit
• US-DOT, US-EIA, US-DOC

19
Social Marketing Foreign Policy Externality

• US 2.7 of worlds oil reserves, 5 of
  population, uses 26 of worlds oil (USGS)
• Much oil from countries who dont like America
• 9 of 11 OPEC nations are Islamic. Two major
  exporters, Iran and Venezuela, angry at US,
  w/Nigeria in civil war
• 2 in 3 barrels of proven oil in Persian Gulf
  states

20
Social Marketing Foreign Policy Externality

• Past 30 years, US engaged in petro-imperialism
• US puts up a democratic façade, emphasizes
  freedom of the seas (or pipeline routes) and
  seeks to secure, protect, drill and ship oil
• US military become global oil protection force
• Kevin Phillips, American Theocracy
• Three in four worldwide call US in Iraq blood
  for oil in 2002 survey of 33,000
• Pew Charitable Trust, 2003

21
Change Inevitable

• Writing on wall IF we allow ourselves to see it
• In our lifetime, parking decks become white
  elephants?
• The visionary firm that recognizes and addresses
  has key to mitigation of global warming,
  congestion, and other externalities of auto usage
• While providing key value to clients
• New, value pricing revenue stream???

22
Dialogue Marketing TDM Martha Jefferson Plan

• Monthly ask employees following externality
  discussion if want more info or consider another
  transportation mode
• Sign each up for dialogue marketing
• 1. Allows work with only employees predisposed
  to act
• 2. Allows bypass/isolation of advocates for
  auto lobby
• 3. Builds towards individual and corporate
  tipping point
• 4. Similar to TravelSmart but employer
  focused

23
TDM Martha Jefferson PlanThink Globally, Act
Locally

• Have knowledgeable advocate individually market
  that employee with data and rewards for
  attempting other commute styles. Perhaps requires
  several individual meetings.
• Again, similar to Western Australias
  successful TravelSmart program.
• 1. About 35-50 percent of telephoned households
  refuse to hear more
• 2. Still so effective that 135,000 families
  targeted this year
• 3. Cost 50 per household
• 4. All demographics including professionals
  utilizing alternative transport
• With social marketing, moves the mass as well
  as quickly gathers low hanging fruit.

24
Dialogue Marketing TDM Martha Jefferson Plan

• Discover commute needs
• Show options Hike, bike, car-van pool, transit,
  telecommute
• Bus schedule from nearest stop Perhaps free
  pass
• Bike shop discounts
• Nearby employees working similar hours
• Emphasize guaranteed ride home program
• Emphasize flex car possibilities
• Solve other disincentives
• Research Why Americans drive? What causes
  change?

25
Dialogue Marketing TDM Martha Jefferson Plan

• In each company department, train first
  commute changers to become individualized
  marketers
• 1. As known entities, they become living proof
• 2. And can be compensated for educating others
• Constantly connect driving externalities to
  media coverage
• Illustrates personal rewards of those changers
• 1. Personally lose weight
• 2. Personally save money
• 3. If Cash-Out, can invest saved money as will

26
HOK Client

• Generate company background data
• Preliminary cost and environmental impact
• Devise program for that location
• Provide PowerPoint/video for five-minute
  externality social marketing over year-long
  program
• Train/provide dialogue marketer/champion for each
  firm
• Turn parking savings into greater buildings

27
Will Work in America?

• In 1990, Cornell University in NY
• began TDM program for faculty and staff
• Today 52 percent of faculty/staff arrive on
  alternative transportation
• Student parking permits halved in six years and
  26 percent today purchase transit passes
• Both happier. Staff morale up. Turnover down
• Re-utilizing former parking spaces

28
Will Work in America?

• U.S. Census Bureau 1.4 mil sq ft. complex for
  6,000 employees. Suitland, MD.
• Opened Nov. 2006 with 4,000 parking spaces after
  three-year TDM program increased carpooling 17.9
  , transit 30.6 and decreased SOV by 8.2
• National Capital Planning Commission limits
  parking to one space for every two employees
• Washington Commute Transport Reduction

29
Will Work in America?

• IRS Tax Credits
• Cash Out Parking
• World Kyoto Pressure
• Media Car driving connected to Global Warming
• LEED ND Pilot
• CAFÉ rebound effect
• New York considering congestion charging
• Obama, McCain, Clinton, Romney
• carbon taxing

30
HOK Potential

• parking, planet,
• physical fitness, public image
• Value
• Randy Salzman
• 434-987-2754
• salz_at_rocketmail.com

31
(No Transcript)
32
(No Transcript)
33
American Policy to date State of DenialThe
Miracle Cure

• ALL scenarios
• even best case
• predict we WILL
• be forced
• to change our behavior

• Saul at Damascus is a miracle because
  instantaneous behavioral change DOES NOT happen
• Individuals do not hear one argument, one time
  and change their minds, much less their behavior
• Behavioral change, instead, is a long,
  complicated, variable process unique to each
  individual

34
Reprogramming DefaultSelf-Determination

• To be autonomously motivated involves feeling a
  sense of choice and volition as a person fully
  endorses his or her own actions
• Richard Ryan, Psychological Needs and the
  Facilitation of Integrative Processes,1995
• Autonomous choice requires a decision that is
  accompanied by the experience of endorsement and
  willingness
• Moller, Ryan Deci, Self-Determination Theory
  and Public Policy, 2006

Autonomous choosers often become
additional mavens, and salesmen to move
society TO/FROM the necessary sustainable
tipping point
35
Intrinsic Extrinsic MotivationAutonomy vs
Control

• Doing because its interesting, fun, satisfying,
  enjoyable
• No coercion
• Satisfies our basic psychological needs
• Helps personal growth and affirmation
• Pull or soft methods

• Doing due to pressure, cost, to forestall a
  punishment, achieve an outer-directed goal
• To illustrate to others
• Drives wealth, fame and image-consciousness
• Push or coercive methods

36
Govt/Media MORE Rational

• The economic concept of the rational consumer
  does not exist
• Marketers seek the child market because, once
  hooked, we rarely changes brands
• We see more advertising AFTER buying
• We have been taught since birth that buying
  equals happiness
• We have learned to expect instant
  gratification
• We love simplicity, not complexity
• We do not want to hear bad news
• We dont have the time

37
The Default PositionChange inevitable but most
resist change

• Early childhood theories are engravings in
  brain
• Education piles up but fundamental engravings
  generally remain unchanged
• When forced to connect outside formal training
  respondent reverts to earlier engraving
• Cognitive dissonance. We try to square what we do
  with who we claim to be We rationalize our
  behavior
• Gardner, 2004

38
Reprogramming DefaultChange inevitable but
most resist change

• REASON Identifying, weighing relevant assessment
  factors
• RESEARCH Collection relevant data
• RESONANCE affective component
• LIEDTKAS AUTHENCITY Must feel right to an
  individual, fit current situation and seem doable
• ARISTOTLES ETHOS Feels relation/respect to
  mind-changer, finds him/her reliable
• REPRESENTATIONAL RE-DESCRIPTIONS Express in
  multiple compatible formats
• RESOURCES and REWARDS positive reinforcement
• Rewarded for one course of behavior over other
• New course concordant with reason, resonance,
  research.
• REAL WORLD EVENTS Whats happening which
  reinforces, detracts
• RESISTANCES Selective attention, retention,
  perception
• Gardner, Changing Minds, 2004

39
Reprogramming Default

• Of 10 worst Intl per-capita energy-use cities,
• nine American

Ozone Alerts reduce individual driving Down 3.6
mile/day
Reduce it significantly if employer
program Down 11.6 mile/day
In the worlds worst driving city Atlanta,
Georgia Henry Gordon, Driving less for better
air, 2003 Newman Kinsworthy, Sustainability
and Cities, 1999
40
Behavioral Change ModelSeven Stages of Change

• 1. Awareness of Problem
• Issues of automobile externalities, like
  congestion, global warming, foreign policy
• 2. Accepting Responsibility (We have met the
  enemy and he is us!)
• Understanding the personal, corporate,
  organizational relevance
• 3. Perception of Options
• Recognize that there are other methods of
  transport
• 4. Evaluation of Options
• Consider if one or more option is viable
• 5. Making a Choice
• Truly desire to modify own behavior
• 6. Experimental Behavior
• Getting out and trying that choice
• 7. Habitual Behavior
• Adopting for long-term

41
Seven Stages of ChangeTo affect consumer in
stages

• 1. Awareness of Problem
• 2. Accepting Responsibility
• Whenever individual moves from one stage to next
• Provide positive feedback
• Thanks for becoming part of the solution

• Public Info/Media Coverage
• Seek Small Groups
• Reiterate Externalities
• Reiterate Specific Facts
• Tell Positive Stories
• Accept Defensiveness
• Distance from Arguments

42
Seven Stages of ChangeTo affect consumer in
stages

• 3. Evaluation of Options
• 4. Making a Choice
• Whenever individual moves from one stage to next
• Provide positive feedback
• Good thinking. For all options, you know theres
  a guaranteed ride home, right?

• Target Leaners
• Personalized Marketing
• Focus on Journey Type
• Bypass Defensiveness
• Address Disincentives to Change
• Provide Incentives to Try
• Emphasize Doing whats right
• Keep Press Distant

43
Seven Stages of ChangeTo affect consumer in
stages

• 5. Making a Choice
• 6. Experimental Behavior
• 7. Habitual Behavior
• Whenever individual moves from one stage to next
• Provide positive feedback
• I cant wait to see you in six months.
  Everybodys healthier and happier.

• Focus on Type of Journey
• Solve Disincentives
• Illustrate Positive Personal Effects
• Encourage Defensiveness
• Ask for Feedback
• Use as Example for Media, Internal Coverage
• Ask for Support and Promotion