Business Workshop

Derby City CouncilLocal Sustainable Transport Fund Bid

Derby, 29th November 2011

Introductions• Everyone

– name and organisation

• One representative of each organisation(but not DCC officers!)

– My organisation’s key transport concern is…– Something positive we’ve already been able to do is…

• 15 minutes• When you’re ready!

Local Sustainable Transport Fund

Essential Elements of a Good Bid

Beth Hiblin07834 831172

beth@transportforqualityoflife.comwww.transportforqualityoflife.com

Local Sustainable Transport Fund• For English transport authorities (excl. London)• £560m between 211/12 & 2014/5

– Small Projects – up to £5m– Large Projects – up to £50m (with £5m Key Component)– 2/3 of authorities could benefit

• Revenue & capital (63%:37% split)• Locally designed solutions • Boost sustainable travel & improve travel choices• Targeted packages of complementary measures

Unsuccessful Large Project and Key Component bids DfT invited Derby to bid for Small Project in Tranche 2

Derby’s LSTF Bid

Bid Objectives

ESSENTIAL DESIRABLE

Bid Proposals

ESSENTIAL DESIRABLE

Bid Package 1Address People, Place, Purpose

•Who can change their travel?•Where specifically are they going from / to in our city?•Why are they travelling?

•Where do we engage them?•How do we engage them?•What will motivate them?•What will overcome their barriers to change?

Bid Package 2Must be a package of complementary measures

• Infrastructure & services• Information• Skills & confidence• Equipment• Promote & market• Reward and encourage

Source: Creating Growth, Cutting Carbon (DfT, 2011)

A strong Derby bid will…• Improve local economy / reduce carbon• Have other social, economic, environmental, health &

safety benefits• Deliver this through a package of complementary

measures targeted at specific people, place, purpose• Be value for money, financially sustainable & deliverable • Have as large a local contribution to cost as possible• Have as large a contribution from private sector and

external organisations as possible• Be supported by the community• Be designed and delivered in partnership with others

This meeting will… Review your transport concerns & learn about what you are already doing

Generate ideas for sustainable transport projects that will help ensure your staff, suppliers and customers can reach you easily and efficiently

Find partners who’ll help make the project a reality

…ideas & support

…match funding

…in-kind funding

Questions?

Derby’s bid – The story so far

Rachel Harvey

29 November 2011

Developing Derby LSTF Tranche 2 bid

Lessons for the second round…

• Keep it focussed – what are we specifically trying to achieve in Derby?

• Tell the Derby story.• Solution linked to problem • Tell DfT exactly what we’re doing – clear objectives and a clear

package of measures• Needs to be deliverable within the fund period - by March 2015• Look for sustainability of projects beyond fund period• Engage!

Developing Derby LSTF Tranche 2 bid

• how do we enable the delivery of sustainable transport solutions that support Derby’s economic growth while reducing carbon?

• …..solutions need to be geared to supporting jobs and business through effectively

– tackling the problems of congestion– improving the reliability and predictability of journey times– enabling economic investment– enhancing access to employment.

• bring about changing patterns of travel behaviour and greater use of more sustainable transport modes and so deliver a reduction in carbon and other harmful emissions.

Revised focus for LSTF Tranche 2 Bid:

People, Place and Purpose

Revised focus

Using sustainable transport to support Derby's economy and reduce carbon in areas of employment growth

The People, Place, Purpose The People

Getting people to your business:

• Commuters - employees

• Business travellers

• Customers, suppliers and visitors

The People, Place, Purpose The People

Consider the increasing workforce

Where are they coming from?

Can they get there?

The People, Place, Purpose The Place

Derby’s areas of economic growth

– Existing businesses– New developments– Enterprise Zones

The People, Place, Purpose The Place

Looking at the existing businesses and the key areas for growth this is predominantly the city centre and southeast quadrant of the city

The People, Place, Purpose The Place

Build upon Derby’s unique strengths

• Supporting the creation of over 12000 jobs

• 300-500 businesses

The People, Place, Purpose The Purpose

Supporting sustainable access to existing

businesses and new development

What’s in it for you?

• an opportunity to tell us how £5million could be spent on sustainable

transport to benefit you as a business and shape the bid

• a forum to raise your transport issues

• a chance to identify ways for your business to save money and

make efficiencies through addressing travel behaviour

• an opportunity to share your ideas for resolving these issues

• benefit from joint working where problems and solutions are shared

by a number of organisations

• help ensure we receive essential investment for Derby through

partnership working

Other opportunities

• Regional Growth Fund award • Growing Places Fund

• Enterprise Zone possibilities

• Work already happening that we can build on

- businesses with travel plans- businesses with sustainable travel aspirations that we can help to

deliver

- shuttle buses

- ticketing deals and investment by bus operators

- the increasing popularity of cycling and experience gained

through Cycle Derby

‘Millstones’ and ‘lifebelts’:Understanding how to change travel behaviour

Ian Taylor01654 781358

ian@transportforqualityoflife.comwww.transportforqualityoflife.com

(Potential) sustainable traveller

Habit: ‘I always drive’

Social norms: ‘All the other parents drive their children to school’

Subjective impression: ‘Mental map’ of town doesn’t include good cycle routes

Objective reality: Poor quality cycle routes, busy roads, nowhere to park bikes

‘Millstones’ that prevent sustainable travel

Actual sustainable traveller

Break habit: give a reason to try something new eg family Cycle Activity Days

Change the social norm: eg After-School Cycle Clubs; Bikeability cycle training

Give information / ideas: Extend ‘mental map’ to include good cycle routes

Objective experience: Build good cycle routes, provide cycle parking at schools

‘Lifebelts’ to support sustainable travel

Designing interventions to change travel behaviour

• Identify appropriate target groups:– Commuters– Business travellers– Customers, Suppliers & Visitors

• Develop our knowledge of them

• Understand ‘millstones’: specific barriers to change for our target population– Habit– Social norms– Subjective reality– Objective reality

• Create ‘lifebelts’ or interventions to tackle all the barriers to change

Understanding our target population

• How many people in our target population?• Where are they travelling to and from?• How far are they travelling?• What do we know about these people?

– attitude to bus travel / cycling– age, gender– income level

• Where can we best make contact with them?• Who are they influenced by (friends / family / peer group /

‘people like me’)

Break-out: Millstones• One target audience per table:

– Commuters– Business travellers– Visitors, customers, suppliers

• 30 minutes • Brainstorm the ‘millstones’ that prevent

sustainable travel for this audience• Hone it down to the top 12

• COFFEE• Will switch to thinking about ‘lifebelts’

Break-out: Lifebelts• One new target audience per table• 30 minutes• Look at the 12 ‘millstones’ already identified• Suggest at least 12 ‘lifebelts’ • Use GREEN post-its• Use PINK post-it notes if your organisation

could help with this ‘lifebelt’ - Name & organisation required!

• 10 minutes• Review all three audiences (add more PINK?) • Vote for most important ‘lifebelts’

Next Steps

• Feedback questionnaire and further comments• How ideas generated will be used• Further consultation / engagement with businesses

Deadline for Tranche 2 Bids 24 Feb 2012

Decision expected by May 2012