Hampton Area
Transportation Needs
Assessment Study
October 2001
A service of Hampton Roads Transit
Prepared by THE MARKETING SOURCE, INC.
1
Overall Study Objective
To help
reduce traffic congestion
to and from
the study area.
2
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.
3
Hampton Study
Area
4
3 Distinct
Zones
Coliseum Central Area
Retail/hotel/restaurant
Hampton Roads Center
Small, medium and large-sized manufacturing,
customer service, consulting businesses
Langley Research and Development Park
Small and medium-sized government support
and manufacturing businesses
5
Employers Interviewed
<50 employees
100-249 employees
Raytheon
Old Point National Bank
Hampton Coliseum
Sverdrup
Advex
Coliseum Park Nursing
Farm Fresh
Holiday Inn
J C Penney
Langley Federal Credit
Measurement Specialties
Quality Inn
Wyle Laboratories
Sentara Careplex
50-99 employees
Chilis
Hampton Coliseum Mall
Federal Express
ViGyan
Darryl’s
New Horizons
250-499 employees
Headway Staffing
Thomas Nelson CC
Wal-Mart
Humana
Peninsula Behavioral
Center
500+ employees
Nextel
Gateway
6
VDOT Construction
in Area
VDOT
Construction
Area
 Build, rebuild,
or widen 7
bridges
(including 2
flyovers).
 Add HOV lane
in each
direction on
I-64.
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Objectives related to
Construction
 Identify awareness among area
employers and commuters.
 Measure perceived impact of the
construction.
 Determine the best way that TRAFFIX
and VDOT can communicate updates
and alternate commute programs.
8
Methodology
 27 Employer Interviews
 603 Commuter Surveys
 Coliseum Central - 197
 Hampton Roads Center - 331
 Langley Research Park - 75
 Conducted April - August
9
 Key Findings
10
Key Finding #1
Currently, single-occupant vehicle
(SOV) usage and willingness to
occasionally use alternate modes
is average.
11
Current Commute
Mode
Area
Drive alone 87%
Carpool
7
Bus
1
Combination
5
SOV %
Oceanfront area
66%
Naval Station Norfolk
81%
Oakland Industrial Park
85%
Norfolk Commerce Park
86%
Hampton Area
87%
Oyster Point area
88%
Lynnhaven Mall area
91%
12
Willingness to
occasionally
rideshare
Area
% Willing
to Rideshare
Naval Station Norfolk
42%
Oakland Industrial Park
39%
Norfolk Commerce Park
33%
Hampton Area
30%
Oyster Point
26%
Oceanfront area
26%
Lynnhaven Mall area
24%
13
Key Finding #2
Hampton Roads Center is a
good audience for TRAFFIX.
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Zone Differences
Attributes
Coliseum
Central
Hampton
Roads
Center
Langley
R&D Park
Work Hours
Varies
Normal peak
Early
Days Worked
All
Weekdays
Weekdays
Routes Used
I-64
Mercury
Blvd.
I-64
Magruder
Blvd.
Magruder
Blvd.
I-64
Interest in
Ridesharing
Average
High
Low
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Key Finding #3
Awareness of the upcoming
construction is varied among
commuters and employers.
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Among
employers…
 About half were aware of the
construction project, but lack details.
 Large employers most concerned.
 Retail/Hotel/Restaurant employers
more concerned about customer
access.
 Many think it will affect their
business, but none plan to change
the way that they do business.
17
Among
commuters…
Commuters
% Aware
Coliseum Central
53
Hampton Roads Center
41
Langley R&D Park
35
18
Key Finding #4
The construction will likely
impact at least half of the
area commuters.
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Roads used for
Commute
Major Routes Used
I-64
56%
Magruder Blvd.
36
Mercury Blvd.
25
Hampton Roads 21
Ctr. Pkwy.
Big Bethel Rd.
18
20
A quarter believe it will
lead to significant
delays.
Significant
Delays
24%
PRIMARY
REACTION
Leave
home
earlier
Minor
Delays
29%
No
Effect
28%
Leave
home
earlier
No
change
Unsure
19%
???
21
Are commuters
interested in alternate
modes?
10%
Carpool
Shuttle from
Park & Ride
lot
5%
5%
Telecommute
Vanpool
HOV Express
Bus from
Park & Ride
lot
0%
4%
4%
5%
10%
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Using the HOV Lanes
when completed.
34%
Hampton
Roads Ctr.
16%
Coliseum
Central
16%
Langley
0%
10%
20%
Somewhat likely
30%
40%
Very likely
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Recommendations:
Hampton
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Continue to contact
Area Employers.
 Target businesses in the Hampton Roads
Center.
 Become part of the new hire information
package for large employers like Nextel.
 Assist Hampton Roads Center in
developing a Business Association.
 Present TRAFFIX programs to Coliseum
Central Business Association and Langley
Research Park Association.
 Use Advex’s positive experience of leasing a
van from TRAFFIX to promote to others.
25
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Partner with VDOT.
 Work with VDOT to identify alternate routes
during construction. Promote use of alternate
modes (particularly ridematching for carpools).
Distribute information to area employers.
 Investigate placement of TRAFFIX name tag on
VDOT communications.
 Link TRAFFIX website to VDOT Live Cameras.
Encourage VDOT to post cameras at major
construction sites in the area.
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Increase Awareness
of Construction.
 Provide updates every two weeks for businesses
to post on Intranet or via e-mail.
 Sponsor drive-time traffic reports and/or
construction updates using a consistent tag line
for TRAFFIX.
 Display alternate routes on electronic message
boards.
 Present updates at major employer sites and
Chamber/Association meetings.
 Provide a phone number for construction
updates.
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Keep the TRAFFIX
name out there.
 Distribute TRAFFIX information through on-sites
and the information desk at Coliseum Mall.
 Encourage businesses to provide a link for
TRAFFIX website.
 Provide TRAFFIX information and the employee
survey on business intranet sites when possible.
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Moving forward.
 Share the research findings:
 VDOT
 Coliseum Central
 City of Hampton
 Langley Research Park Association
 Consider future research with commuters who
agreed to give further input.
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