Targeted Employee, Resident, Shopper Outreach Earns “Best Workplaces for Commuters” Award
Access Tysons is the transportation management program designed to maximize the overall success of the Tysons Corner Center redevelopment. Tysons Corner Center, owned and managed by Macerich, is one of the largest transit-oriented mixed-use communities in the Washington D.C. metro area. It features a hotel, residences and offices around Tysons Corner Center, the largest shopping center in the Washington, D.C. region. This area has transformed Tysons and pioneered the live-work-play community for which it’s now known.
The W+A TDM Solution
Targeted Marketing and Promotions
We manage AccessTysons.com, a traveler information website for the Tysons Corner Center mall. We also manage email communications with all tenants, maintain multiple social media sites, and host site-wide and regional events. Through these outlets, Access Tysons is the one stop shop for transportation information. W+A also maintains information on transit in the area. An innovative and successful tool has been TransitScreens placed in the concourse of Tysons Corner Center as well as in the lobbies of both the VITA office building, and Tysons tower. One of these projects the status of transit arrival times onto a glass wall in the foyer that connects to a Metro Station, the first of its kind in the country. W+A provides on-site carpool and vanpool matching, creating better, more convenient, and longer lasting carpool and vanpool usage. We also promote biking by providing customized bike parking maps, and recommend the safest routes.
Access Tysons has a broad and diverse audience. W+A has had to be digitally progressive, while maintaining communications with our retail audience who may not have access to email at work. With a digital presence, hard copy memos, and quarterly newsletters, we provide information accessible to everyone.
W+A has found creative and fun ways to engage employees in a dialogue about their commute. We’ve organized transportation fairs, “bike to work day pit stops” and “try transit week incentive campaigns”.
Program Monitoring and Evaluation: Tenant Surveys
We perform ongoing program monitoring and evaluation to ensure that the Center’s goal of 25% of residents, workers and patrons use modes other than single occupancy vehicles. This involves a large annual survey to over 6,000 employees at nearly 300 stores; 2,000 employees at two on-site office buildings, and 200 residents. W+A applies a three-prong approach to this survey effort – incentives, promotions and prompts. This methodology consistently enables us to achieve a statistically significant response rate in a challenging multi-use environment.
Getting a strong response rate is important for a number of reasons:
- It ensures the results you analyze are based on statistically significant data, which means that TDM strategy recommendations can be extrapolated to a larger population with a high level of confidence.
- It maximizes the Alternative Transportation points you can get for LEED EBOM certification.
- It allows for a targeted and personalized transportation marketing engagement process directly with a larger portion of your tenant employees.
Our work includes the management of annual surveys of Tysons Corner Center employees across the retail, office, and hotel sectors.
Fairfax County Department of Transportation, in partnership with the University of South Florida’s Center for Urban Transportation Research, has designated Tysons Corner Center as one of the “Best Workplaces for Commuters” for the last four years. Tysons Corner Center is one of the first sites in the country to receive this award.