Greenbrier Transportation
Needs Assessment Study
Prepared for
Hampton Roads Transit
July 2002
Prepared by
THE MARKETING SOURCE
Purpose
 Determine the impact of area traffic
congestion.
 Assess what local employers and commuters
are willing to do to reduce congestion.
Transportation Needs Assessment
Studies in Hampton Roads


Southside

Naval Station Norfolk

Lynnhaven Mall area

Norfolk Commerce Park

Downtown Norfolk

Oceanfront

Greenbrier
Peninsula

Hampton

Oyster Point

Oakland Industrial Park
Study Objectives
 Identify current commute patterns and commuter
programs offered.
 Determine what incentives would best promote use of
alternate modes.
 Measure employers’ willingness to offer commuter
programs.
 Assess how likely commuters are to use these
programs.
The Greenbrier Study Area
Woodlake Dr.
Executive Zone
Woodlake Dr.
Industrial Zone
Independence
Pkwy. Zone
Greenbrier Pkwy.
Zone (N. of Volvo
Parkway)
Greenbrier Pkwy.
Zone (S. of Volvo
Parkway)
Methodology
Employer
Interviews
Commuter
Surveys
30 One-on-One
Interviews
927 Commuter
Surveys
 Conducted February - April 2002
Employers Interviewed
Woodlake
Executive
Woodlake
Industrial
Greenbrier
(S of Volvo)
Greenbrier
(N of Volvo)
Independence Pkwy.
BAE Systems
Associated Dist.
CMR
Anteon
Chubbs
Canon Info. Tech.
Dai Ei
Hiller Systems
Cox Comm.
GC Services
HRPDC
Givens/Audiovox
ICT
Dollar Tree
Panasonic
LabCorp
SIG Logistics
Mitsubishi
First Data Resources
Sentara
YUPO
Greenbrier Mall
Verizon
Lifetouch Studios
SPSA
Household Credit
LTD Mgmt.
TDS Inc.
Towers Perrin
Volvo Penta
What did we find?
The Workplace
Area
Commuters
Area
Employers
Commuting to the Study Area
Area
Commuters
Over a third of commuters are
traveling from Virginia Beach.
50%
40%
36%
29%
30%
17%
20%
7%
10%
5%
4%
2%
0%
Vi
rg
ia
in
ke
a
pe
a
es
h
C
ch
a
Be
N
ol
f
or
k
rt
o
P
th
u
o
sm
l
fo
f
Su
k
la
u
ns
i
n
Pe
O
er
h
t
Routes most commonly used.
Route
% Who Use
I-64
57%
Greenbrier Pkwy.
33
Battlefield Blvd.
31
Volvo Pkwy.
29
Military Hwy.
18
Kempsville Rd.
16
Commute Distance
Transportation Needs Assessment Study
Average OneWay Commute
Distance (miles)
Greenbrier
15
Oakland Industrial Park
14
Downtown Norfolk
14
Lynnhaven/Oceana
13
Norfolk Commerce Park
13
Hampton
12
Oceanfront
12
Work start and end times vary.
Departure Time
Arrival Time
35%
35%
30%
30%
25%
25%
20%
20%
15%
15%
10%
10%
5%
5%
0%
0%
59 :59 :59 :59 ater ries
:
-6 0-7 0-8 0-9 0-l
Va
0
0
0
0
0
0
6:
7:
8:
9: 10:
A.M.
r
s
9
9
9
9
:5 4:5 5:5 6:5 late arie
3
V
0- 00- 00- 00- 000
:
:
:
:
:
3
4
5
6
7
P.M.
Most are driving alone.
Carpool
11%
Multiple
Modes
4%
Area
Bus
1%
Drive
alone
84%
SOV %
 Oceanfront area
66%
 Naval Station Norfolk
81
 Greenbrier
84
 Oakland Industrial Park
85
 Norfolk Commerce Park
86
 Hampton area
87
 Downtown Norfolk
87
 Oyster Point area
88
 Lynnhaven Mall area
91
Once commuters arrive at work…
 Few have problems parking.
Parking is a
problem
13%
Parking is
sometimes a
problem
25%
Parking is not
a problem
61%
 Consistent with what employers report.
 Nearly half (47%) of commuters rely on the car for
work-related travel at least one day a week.
Conducting business in the study
area
Area
Employers
About area employers
 Varied industries

Manufacturing and distribution centers

Call centers

Retail/restaurants

Hotels
 Diverse mix of work hours

Traditional work hours

24 hours/7 days a week

Shift work
Employers agree that traffic
congestion is a problem.
Possible
causes
Possible
results




Extended peak travel periods
Truck traffic
Growth
Traffic flow patterns
 Tardiness
 Inconvenience and frustration
for commuters
 Decreased revenue for servicerelated businesses
 Unpredictable problem
Employers point to specific problem
areas.
Problem Intersections
Greenbrier Pkwy./Woodlake Dr.
Greenbrier Mall
Kristina Way / Eden Way
Volvo Pkwy./Battlefield Pkwy.
Executive Blvd./Volvo Pkwy.
Battlefield Blvd./I-64
Live Oak Dr./Old Greenbrier Rd.
Greenbrier Pkwy./Crossways Blvd.
Regionally: Tunnels & Interstates
Suggestions from area employers.
 Increase and improve bus service.
 Encourage truck traffic to operate during off-
peak hours.
 Improve signal timing and re-evaluate
congested intersections.
 Promote flextime and ridesharing.
 Reduce area growth.
Are employers and commuters
willing to help ease congestion?
Willingness to help.
Employers
 Most feel a responsibility to
help employees with their work
commute.
 Most interested in vanpools,
Guaranteed Ride program, and
Preferential Parking.
Commuters
 41% of SOV commuters
are interested in sharing a
ride at least once a week.
(Higher than other
studies.)
Several employers have already
taken steps to help.

Employers offering transportation programs to commuters:

Cox Cable

ICT Group

LTD Management

Canon Information Technical Services

Household Credit

Most often offered to recruit new employees or ease a relocation
transition.

Preferential parking for carpools and vanpools was the most
popular program.
 TRAFFIX had helped in establishing programs with some
employers.
Commuters interested in ridesharing
Have past
rideshare
experience
Work for large
companies
(500+)
Have annual
HH incomes
< $30K
More responsive
to commuter
incentives
Ridesharing incentives increase
commuter interest.
Percent SOV Drivers Willing to Rideshare
Once A Week with Incentives
Guaranteed Ride
Preferential Parking
Ridematching
34%
38%
42%
Transit Subsidies
49%
Vanpools
49%
0%
10% 20% 30% 40% 50% 60%
Employers are most interested in the Guaranteed Ride Program
and Preferential Parking
Attitudes toward alternate
modes
Carpool is the strong favorite.
Preferred Alternate Mode among SOV
Commuters Interested in Ridesharing
50%
Carpool
12%
Light Rail
Vanpool
8%
Bus
7%
Walk/Bike
2%
14%
Multiple Modes
None of Above
0%
8%
10%
20%
30%
40%
50%
60%
How do employers and commuters
feel about current bus service?
 Inconvenient
 Hours of service do
not accommodate
shift workers.
 Only 1% use bus to
travel to and from
work
 7% of SOV drivers
interested in
ridesharing chose
“bus” as preferred
mode.
Reduced bus service has affected
businesses and commuters.
 Service to the area was reduced in December 2001.
 Some employers have been affected.

Competitive Media Reporting (CMR)

GC Services
 Resulted in:

Loss of employees.

Reduced employment pool.

Increased concern about employees who have to walk long
distances to area bus stops.
What would encourage bus
ridership?
More Frequent
Pick-ups
28%
Transit
Subsidies
17%
More Drop-off
Points
25%
Nothing
45%
Mini
Buses
13%
Access to
Information
23%
Improve
Bus Interior
6%
Interest in the Robert Hall Dr. van shuttle service
is low among commuters and businesses.
Liklihood of using Van Shuttle Service among
Commuters
51%
60%
50%
40%
30%
20%
10%
0%
r
Ve
16%
9%
7%
y
17%
ly
e
lik
ew
m
So
ha
ly
e
ik
tl
N
er
v
ot
y
ly
e
lik
N
a
ot
ll
a
t
ly
e
lik
ur
s
Un
e
Employers need more information about the service. Interest and possible
participation will depend upon operational issues.
However, commuters and employers
are not sure where to turn for help.
Most commuters are not familiar
with rideshare organizations.
Awareness of Rideshare
Organizations
Unsure
9%
Yes
6%
Organizations Named
By those aware
TRAFFIX
39%
HRT
20
VDOT
6
Stop Transportation
2
Lean on Me Transportation
2
AAA
2
The Regional Transit Co.
2
Could not name
No
85%
28
Many employers are unfamiliar with
TRAFFIX.
 Some have heard of TRAFFIX, but many are
unfamiliar with programs.
 A few had worked with TRAFFIX to ease
relocation transition.
Employers want to know more and are willing to
share information with their employees.
What we learned…
Commuting patterns
 Traffic congestion is a problem in the area,
particularly in specific intersections.
 Many businesses operate in shifts and
commuters’ work hours vary.
 Many of the area’s workers are commuting
from Virginia Beach.
 Vast majority drive alone.
 For most, parking is not a problem.
Attitudes toward alternate modes

Carpools



Most preferred by commuters
Employers are most interested in preferential parking and
guaranteed ride program.
Vanpools
Appealing to late evening shift workers and service staff.
 Interest in the Robert Hall Dr. shuttle service was low.


Bus
Businesses think that current bus service could be improved and
expanded.
 Among commuters…



45% say “nothing” would encourage them to commute by bus.
Others said that more frequent drop-off and pick-up times would encourage
usage.
Willingness to act.
 Want to help employees with
their work commute.
 Will provide information.
 High number of SOV commuters
interested in sharing a ride at least
once a week.
Awareness of TRAFFIX is low.
Most commuters
could not name
a rideshare
organization.
2% named
TRAFFIX.
Moving forward…
Recommendations
Target Virginia Beach commuters.
Promote carpooling.
Where possible, encourage off-peak
deliveries.
Investigate road improvements.
Increase awareness of TRAFFIX.
 Maintain outreach
efforts with area
employers.
 Promote preferential
parking and
staggered work
hours.
Greenbrier Transportation
Needs Assessment Study
Prepared for
Hampton Roads Transit
July 2002
Prepared by
THE MARKETING SOURCE