Analysis of Key Employee
Demographic and Special
Relationships Impacting Commutes
September 14, 2011
Nathan Byerly
Overview
• Program background and
drivers
• Service area
• Employee density
• Distance analysis
• Demographic trends
• Route profile
• Proposed decision making
criteria
• Q&A
GIS in Public Transportation 2011| Slide 2 | September 14, 2011
Genentech in South San Francisco
• Founded in 1976, Genentech
invented the Biotechnology
industry
• 200 acre campus in South San
Francisco, CA
• 4.5 million square feet of office,
lab and manufacturing space
• Average daily population of
~10,000 employees
• Most employees live in San
Francisco and San Mateo
counties
GIS in Public Transportation 2011| Slide 3 | September 14, 2011
County
Employees
San Mateo County
44.97%
San Francisco County
30.95%
Alameda County
10.58%
Contra Costa County
5.91%
Santa Clara County
5.56%
Solano County
1.72%
Napa County
0.22%
Monterey County
0.08%
Business Drivers
• Recruitment, Retention, Quality of Life
• Productivity Enabler
• Carbon Footprint
• Parking, Master Plan and Capital Expense
GIS in Public Transportation 2011| Slide 4 | September 14, 2011
gRide Today
• 3,200 out of 9,500 employees are active gRide
users/members
• $2-4 per day cash incentive
• $4 per rider per day for drivers
• $120 Transit and Vanpool Subsidy
• 16 GenenBus routes - 30 Motorcoaches - Over
600,000 riders in 2010
• Over 65,000 web page views per month
• B-Cycle BikeShare
• Hertz Connect CarShare
GIS in Public Transportation 2011| Slide 5 | September 14, 2011
Service Area
• 30 GenenBuses serving 16
direct and transit shuttle
routes with over 3,000
riders per day
• Direct routes focus on
areas with poor or no public
transportation, high density
neighborhoods in San
Francisco, long, arduous
commutes, and expensive
bridge tolls
GIS in Public Transportation 2011| Slide 6 | September 14, 2011
Employee density
• Density focused in San
Francisco and San Mateo
counties
• 75% of employees live within
20 miles of SSF campus
GIS in Public Transportation 2011| Slide 7 | September 14, 2011
Overall participation by route
• Routes with high utilization tend to be in San Francisco and the
East Bay
• Non-participants tend to live close to the SSF campus and have
very short commutes
Church & Market
Cupertino
Freemont/Union City/Newark
Castro Valley / Hayward
I-80
Los Gatos / Palo Alto
Marina Pac Hts
Noe Valley
Orinda / Plesant Hill
SOMA
Danville / San Ramon
1 Mile
3.76%
0.00%
7.44%
9.60%
6.45%
0.85%
14.63%
5.00%
0.92%
9.37%
2.33%
3 Mile
25.96%
4.18%
17.98%
11.71%
3.92%
4.19%
27.78%
23.02%
4.61%
33.82%
12.83%
gRide
5 Mile
10 Mile
10.55%
36.95%
17.80%
18.87%
10.86%
22.91%
52.46%
42.20%
28.92%
24.55%
12.73%
28.41%
25.36%
59.77%
GIS in Public Transportation 2011| Slide 8 | September 14, 2011
26.11%
21.88%
55.49%
39.95%
31.80%
26.69%
32.38%
21.01%
33.20%
33.18%
62.09%
1 Mile
10.08%
1.45%
2.46%
2.68%
0.00%
0.45%
16.35%
28.38%
0.74%
20.80%
1.17%
3 Mile
74.04%
19.09%
11.82%
18.78%
11.27%
9.05%
72.22%
76.98%
4.43%
66.18%
6.71%
Non gRide
5 Mile
10 Mile
36.73%
26.11%
32.93%
30.64%
24.10%
77.09%
47.54%
57.80%
71.08%
75.45%
17.16%
71.59%
13.12%
40.23%
73.89%
78.12%
44.51%
60.05%
68.20%
73.31%
67.62%
78.99%
66.80%
66.82%
37.91%
Commute time distance comparison
• Commute time is similar for
participants and nonparticipants
• Drive distance follows a similar
pattern for participants and
non-participants
County
Employees
San Mateo County
44.97%
San Francisco County
30.95%
Alameda County
10.58%
Contra Costa County
5.91%
Santa Clara County
5.56%
Solano County
1.72%
Napa County
0.22%
Monterey County
0.08%
GIS in Public Transportation 2011| Slide 9 | September 14, 2011
gRide South San Francisco Participants
County
Monterey County
Napa County
Solano County
Contra Costa County
Alameda County
Santa Clara County
San Mateo County
San Francisco County
Overall Ave.
Ave. Drive Time
192.35
103.57
103.16
82.78
75.38
46.45
44.18
92.55
Ave. Drive Dist
63.27
47.75
37.87
31.77
29.28
12.25
10.17
33.20
Non-gRide South San Francisco Participants
County
Monterey County
Napa County
Solano County
Contra Costa County
Alameda County
Santa Clara County
San Mateo County
San Francisco County
Overall Ave.
Ave. Drive Time
Ave. Drive Dist
212.64
116.41
103.87
100.19
75.44
72.59
47.99
45.06
96.77
88.61
46.56
48.41
37.46
28.05
27.80
10.62
9.53
37.13
Tapestry segmentation
• Tapestry segmentation is very similar for both
groups
• Non-riders do not share International
Marketplace, Pleasant-Ville, or Top Rung
• Riders do not share Enterprising Professionals,
Suburban Splendor, or Boomburbs
gRide
Tapestry Group
Enterprising Professionals
Suburban Splendor
Wealthy Seaboard Suburbs
Boomburbs
Connoisseurs
Metro Renters
Trendsetters
Pacific Heights
Urban Chic
Laptops & Lattes
0.70%
1.02%
1.06%
1.70%
1.80%
1.90%
2.43%
2.49%
3.34%
5.19%
non-gRide
Tapestry Group
International Marketplace
Pleasant-Ville
Top Rung
Metro Renters
Wealthy Seaboard Suburbs
Connoisseurs
Trendsetters
Urban Chic
Laptops & Lattes
Pacific Heights
GIS in Public Transportation 2011| Slide 10 | September 14, 2011
1.37%
1.70%
2.23%
2.82%
3.94%
6.00%
6.02%
13.30%
14.26%
15.50%
Tapestry segmentation attributes
Pacific Heights
Laptops & Lattes
Urban Chic
• Upscale
neighborhoods in
Pacific coast cities
• Primarily married
couples w/- children
• College educated
• Dual income
• Median home value
$470K
• Major metro areas
like SF
• Single or with
roommate
• Cosmopolitan and
hip
• College educated
• Median home value
$634K
• Sophisticated
exclusive lifestyles
• Married couple
families
• Well-educated
• Dual income
• Median home value
$536K
GIS in Public Transportation 2011| Slide 11 | September 14, 2011
Cupertino route analysis
•
•
•
•
•
Drive time average 77 min.
Average drive distance 31 miles
Employees on this route tend to be
have more IT related jobs
Active users tend to be clustered
Both users and non users share the
same top five tapestry groups
Cupertino nonriders
Tapestry Group
Enterprising Professionals
Trendsetters
Laptops & Lates
Urban Chic
Connoisseurs
Cupertino gRiders
Tapestry Group
9.78%
14.86%
15.22%
18.48%
19.20%
Enterprising Professionals
Trendsetters
Laptops & Lates
Urban Chic
Connoisseurs
10.71%
16.43%
17.86%
17.86%
20.00%
GIS in Public Transportation 2011| Slide 12 | September 14, 2011
Decision making criteria
•
•
•
•
Drive time
Drive distance
Special corridor conditions
Segmentation attributes
• Wild cards
GIS in Public Transportation 2011| Slide 13 | September 14, 2011
Q&A
GIS in Public Transportation 2011| Slide 14 | September 14, 2011