Connecting Residents with Alternative Transportation Choices while Exceeding Trip Reduction Goals
Modera Avenir Place is a transit-oriented residential project directly adjacent to the Dunn Loring/Merrifield Metro Station in Fairfax County, Virginia. The Dunn Loring/Merrifield Metro Station provides access to the entire DC Metro region via the Washington Metropolitan Area Transit Authority (WMATA) metrorail service, WMATA Metro Bus service, and Fairfax Connector bus service. Ultimately, the quick and immediate access to this transit hub is projected to assist the project in achieving its goal of reducing single occupancy vehicle SOV trips by 50 percent.
To further assist in achieving this goal, Modera Avenir Place hired Wells + Associates’ TDM consultants to develop and manage a Transportation Demand Management (TDM) program, Go Modera Avenir Place, for the property. The program’s objective is to help the residents easily connect with the various transportation options available.
The Go Modera Avenir Place TDM program markets all transportation amenities available to residents, including the adjacent transit hub, nearby carshare vehicles (like Enterprise Carshare and ZipCar), and bike paths and lanes. The onsite TransitScreen in each lobby of the building displays real-time travel information, which has proven to be one of the most favored onsite features.
TARGETED MARKETING AND PROMOTIONS
W+A manages the traveler information website for the property, www.goavenirplace.com. This website offers tips for getting around the area, commuting help, and a way get questions answered. W+A also provides personalized commute plans by identifying the best routes for residents to take to get to work.
Our TDM team sought to identify creative and fun ways to engage residents in a dialogue about their travel behavior. We do this by organizing events like transportation fairs, “bike to work day connections,” and “try transit week incentive campaigns”.
PROGRAM SURVEYS, MONITORING, AND EVALUATION
W+A performs TDM program monitoring and evaluation to ensure Modera Avenir Place’s ultimate proffered goal of reducing single occupancy vehicle trips by 50 percent. Our work involves an annual survey of residents regarding their commuting patterns, and annual traffic counts for the property. The traffic counts monitor the number of trips the residents generate during morning and evening peak hours over the course of a three-day period. This data is analyzed to conclude if the Go Modera Avenir Place program is reaching its trip reduction goal. To date, the property has consistently met and exceeded its trip reduction goals.