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Prepared by THE MARKETING SOURCE, INC.

A service of Hampton Roads Transit

Hampton Area Transportation

Needs Assessment Study

October 2001

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Overall Study Objective

To help reduce traffic congestion

to and fromthe study area.

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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.

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Hampton Study Area

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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

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Employers Interviewed

<50 employeesRaytheonOld Point National

BankHampton Coliseum Sverdrup

50-99 employeesChilisHampton Coliseum

MallFederal ExpressViGyanDarryl’sNew Horizons

100-249 employeesAdvex Coliseum Park NursingFarm FreshHoliday InnJ C PenneyLangley Federal CreditMeasurement SpecialtiesQuality InnWyle Laboratories Sentara Careplex

250-499 employeesHeadway StaffingThomas Nelson CC Wal-MartHumanaPeninsula Behavioral Center  

500+ employeesNextelGateway

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VDOT Construction

Area

Build, rebuild, or widen 7 bridges (including 2 flyovers).

Add HOV lane in each direction on I-64.

VDOT Construction in Area

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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.

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27 Employer Interviews

603 Commuter Surveys

Coliseum Central - 197 Hampton Roads Center - 331 Langley Research Park - 75

Conducted April - August

Methodology

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Key Findings

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Key Finding #1

Currently, single-occupant vehicle (SOV) usage and

willingness to occasionally use alternate modes is

average.

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Drive alone 87%

Carpool 7

Bus 1

Combination 5

Area 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%

Current Commute Mode

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Willingness to occasionally rideshare

% Willing

Area 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%

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Key Finding #2

Hampton Roads Center is a good audience for

TRAFFIX.

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Zone Differences

AttributesColiseum Central

Hampton Roads Center

Langley R&D Park

Work Hours VariesNormal peak

Early

Days Worked All Weekdays Weekdays

Routes UsedI-64

Mercury Blvd.

I-64Magruder

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.

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Among commuters…

Commuters % Aware

Coliseum Central 53

Hampton Roads Center 41

Langley R&D Park 35

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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 UsedI-64 56%

Magruder Blvd. 36

Mercury Blvd. 25

Hampton Roads 21

Ctr. Pkwy.

Big Bethel Rd. 18

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A quarter believe it will lead to significant delays.

Significant Delays

24%

Unsure19%

MinorDelays

29%

NoEffect28%

PRIMARY REACTION

Leave Leave No ???home home changeearlier earlier

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Are commuters interested in alternate modes?

4%

4%

5%

5%

10%

0% 5% 10%

HOV ExpressBus from

Park & Ridelot

Vanpool

Telecommute

Shuttle fromPark & Ride

lot

Carpool

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Using the HOV Lanes when completed.

0% 10% 20% 30% 40%

Langley

ColiseumCentral

HamptonRoads Ctr.

Somewhat likely Very likely

34%

16%

16%

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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.

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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.