Abstract
Universities with urban campuses and constrained budgets such as the University of California at Berkeley (UC Berkeley) often find that repurposing parking facilities is more cost effective than obtaining new land for expansion. In spring 2013, UC Berkeley began closing off parking sites for building construction. However, rather than exploring the construction of new parking the campus began to explore targeted outreach encourage mode-shift for drivers whose travel patterns have been directly impacted.This study, conducted by campus researchers, analyzes change in commute patterns of UC Berkeley permit holders after targeted marketing campaign that not only provided customized information on their commute alternatives, but that delivered it in a softer, more personal, manner – taking advantage of one-on-one contact. The overall findings show that campus commuters did shift away from driving alone when they receive targeted outreach, although at a low rate when compared to other transportation demand management tools.We conclude that while such a program can fill an information gap, providing better or ‘curated’ information, it is just one of many practices that need to be used by urban campuses. Campuses, as such, should consider bundling it with more comprehensive policy and programs to reduce parking demand.
Published Version
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