2001 Oakland Industrial
Park Transportation
Needs Assessment Study
Sponsored by
A service of Hampton Roads Transit
Prepared by THE MARKETING SOURCE, INC.
1
Study Area
Oakland
Industrial
Park
2
About the Study Area
 Heavy manufacturing.
 Few local services (restaurants,
shops, etc.).
 Large Wal-Mart Distribution Center
2.5 miles from Park.
3
Overall Study Objective
To help
reduce traffic congestion
to and from
Oakland Industrial Park.
4
Specific Objectives
 Determine the perceived impact of area
traffic on congestion.
 Identify current transportation modes used.
 Determine parking concerns.
 Measure how willing employers and
employees are to adopt and implement
alternate transportation programs.
5
Study Components
Employer
Interviews
Commuter
Surveys
6
Methodology
Employer Interviews Commuter Surveys
 12 one-on-one interviews  402 completed surveys
 Conducted February to
 Conducted March to April
March
 Interviews conducted
with:
 Self-administered
 small, medium, and large
employers
 Plant mangers and human
resource personnel
7
Employer Interviews
Whom did we interview?
8
Participating Employers
<51 employees
101-499 employees
 Swisslog
 Silicone Technology
 Opton, Inc.
51-100 employees




Iceland Seafood Corporation
Pliant Corporation
Amcor Rigid Plastics
Custom Integrated
Technologies
 Evercel
 Kinyo Virginia, Inc.
 Pepsi Bottling Group
 Wal-Mart Distribution Center
500+ employees
 AAFES (Dan Daniels
Distribution Center)
9
About the participating
employers
 Many are manufacturers.
 Most have:
 daily truck deliveries to their business site.
 adequate parking for employees.
 work in 8/9 or 12-hour shifts.
 Majority of employees live in the Newport
News area.
10
Employer Interviews
Key Findings
11
Key Finding #1
Employers do not believe that area
traffic congestion is a current
problem.
At study onset, no employer
offered commute programs to
employees.
12
Currently, employers do not
perceive traffic as a problem.
 Traffic is only a problem in the evening
(3:30-4:00 p.m.).
 Currently causes few problems for
their business.
 Parking is not a problem.
 However, there is concern for the
future.
13
Employers point out problem
areas during peak travel times.
Warwick Road (Route
60) and Enterprise Dr.
Warwick Road and
Pickett’s Lane
14
Key Finding #2:
Most employers feel some
responsibility to help employees
with their work commute.
Most are willing to take action.
15
What are businesses willing to
do?
 Stagger shift schedules and
offer flextime
 Promote alternate modes
 Offer transit subsidies
 Work together with area businesses
16
Employers are beginning to
act.
17
Commuter Surveys
Whom did we survey?
18
Many of the commuters
surveyed hold production or
warehouse positions.
34%
Production
26%
Warehouse
14%
Clerical
6%
Technical
5%
Driver
4%
Professional
4%
Sales
7%
Other
0%
5%
10%
15%
(Base = 402)
20%
25%
30%
35%
40%
19
The vast majority of area
commuters live in Newport
News.
20
Place of residence
Hampton
18%
Williamsburg
6%
York County
5%
Other
17%
Newport
News
54%
(Base = 402)
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Commuter Surveys
Key Findings
22
Key Finding #3
Currently, single-occupant vehicle
(SOV) usage is average compared
to other areas, but willingness to
occasionally use alternate modes is
higher.
23
Current Commute Mode
Area
Drive alone 85%
Carpool
10
SOV %
Oceanfront area
66%
Naval Station Norfolk
81%
Bus
3
Oakland Industrial Park 85%
Combination
2
Norfolk Commerce Park
86%
Oyster Point area
88%
Lynnhaven Mall area
91%
24
Willingness to occasionally
rideshare
Area
% Willing
to Rideshare
Naval Station Norfolk
42%
Oakland Industrial Park
39%
Norfolk Commerce Park
33%
Oyster Point
26%
Oceanfront area
26%
Lynnhaven Mall area
24%
25
SOV commuters interested in
ridesharing
Very
Likely
13%
Somewhat
Likely
26%

Begin work between 6:007:00 a.m.

Have previous rideshare
experience.

Be more influenced by
employer-sponsored
incentives.

Be more willing to ride the
bus to and from work.
26
Most of the the SOV commuters interested
in ridesharing live in Newport News.
 52% live
in Newport
News
 21% live
in
Hampton
27
Incentive Programs
Employer transit subsidies and
vanpool most interest commuters.
Employer
subsidies
34%
Vanpools
33%
Park & Ride Lots
27%
Ridematching
24%
Very Willing
Guaranteed Ride
22%
0%
10%
20%
Somewhat Willing
30%
40%
Willingness to Rideshare
28
Key Finding #4
There is interest in improved and
expanded bus service.
 More stops within the Park (and at the
Wal-Mart Distribution Center)
 More frequent service
29
A third (34%) of commuters indicate that bus
service is currently available from home to
work.
Don't
Know
26%
Not
Available
39%
Available
34%
Of these,
22% have
taken the bus
regularly for
their work
commute.
(Base = 391 Commuters)
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Current Morning Bus
Time arrive at work
5:00-5:59
6:35 Bus
12%
6:00-6:59
37%
17%
7:00-7:59
13%
8:00-8:59
15%
9:00-later
Varies
0%
5%
10%
20%
30%
40%
31
Current Evening Bus
Time leave work
3:00-3:59
4:10 Bus
4:00-4:59
40%
9%
5:00-5:59
6:00-6:59
16%
7%
7:00-later
Varies
0%
20%
8%
10%
20%
30%
40%
32
Willingness to Ride the
Bus
 12% SOV commuters say they would be
willing to take a bus for work commute.
 But many need more information.
 Over a quarter (26%) don’t know if
bus service is available from their
home to their workplace.
33
Recommendations
34
Recommendations
 Focus employer outreach on larger area
businesses.
 Iceland (have already re-established contact)
 AAFES (DOD Transit Reimbursement Program
recently implemented; interest in bus)
 Consider expanding bus service.
 Examine current ridership.
 Meet with AAFES and Wal-Mart to determine needs
(stop locations and times of operation) and their
demand potential.
 Advertise current bus stops and times.
35
Accomplishments to Date

Re-established contact with Iceland and
AAFES.

AAFES is offering DoD transit
reimbursement program.

Fort Eustis has requested full study.

TRAFFIX is working with Newport News
City Planning and area employers to
discuss:
 Sidewalks, bike paths, light signals, parking
improvements
36
2001 Oakland Industrial
Park Transportation
Needs Assessment Study
Sponsored by
A service of Hampton Roads Transit
Prepared by THE MARKETING SOURCE, INC.
37