A little fine print to boost tourism

Buried within the super-fine-print fare rules for any United Airlines domestic airfare purchase is this condition:

“STOPOVERS WITHIN CONTIGUOUS U.S.A. 2 STOPOVERS PERMITTED – 1 IN EACH DIRECTION IN DEN AT USD 55.81 EACH. NOTE – NOT VALID ON NONSTOP ROUTINGS OR ROUTINGS THAT DO NOT HAVE DEN AS AN INTERMEDIATE POINT.”

This essentially allows anyone traveling cross-country to visit Denver for $60 ($55.81+taxes); here’s how it works in real life. It’s there because Denver mayor John Hickenlooper asked for it — he figured that if some of the millions of passengers who connect through DEN annually might want to spend a few days in town. And I know that I’ve booked several of these stopovers, and paid a premium to United for that privilege.

I mention this since, well, United Airlines owes the city of Chicago more than a few favors — we, or rather our TIF districts, have just been so darn generous to them lately. Sure, I know that Mayor Daley would like to cash in those favors to get the O’Hare Modernization Program (and its scads of jobs) done. Yet here’s an easy ask: just add “OR ORD” twice into the above phrase, and a few of the 30 million United passengers who flow through ORD every year might find themselves heading into town to spend cash at Chicago’s amazing restaurants, hotels, and shops. (And since airlines are highly competitive, American and Southwest just might be compelled to match — doubling the potential audience.) I know that friends of mine “wish” they could easily stop by and go out for a drink in town rather than wait around ORD, but right now it isn’t possible without “breaking the fare.” Just adding ten letters could fix that. (Of course, it’d be even better if it could also apply to international itineraries.)

As for advertising such a program, Chicago-based Orbitz might be able to find a way to target the intended audience (i.e., people searching for flights that might connect through Chicago) right at the moment of purchase. The city also ultimately controls a lot of advertising opportunities at the airports themselves — that is, until the airports are privatized.

Urbanism gets people out of cars

New Urban News has recently presented some survey research done comparing greenfield new urbanism with nearby sprawl around Calgary, Montreal, Portland, and Toronto [article on Canada and on Portland]. Among the hypotheses tested is that New Urbanism, by creating places where walking is more possible and more pleasant, can cut driving trips and increase non-motorized mode share. (A common complaint about contrasting travel behaviors for residents of existing places — say, between old urbanism and new suburbs — is that the populations aren’t always comparable, and that selection biases are more likely.) One potential way of proving this would be to compare the walk/bike and transit share for commute vs. recreational trips: transit mode share for commuting is unlikely to differ substantially, since all of the locations are in the suburbs where work destinations are widely dispersed. (As we’ve noted before, most of the difference between European and American cities’ modal splits lies not in an increased share for transit, but in a much higher share for walk/bike trips.)

Sure enough, there’s a big difference in how residents of new urbanist neighborhoods travel within their neighborhoods and a mild difference in how they travel regionally. At Orenco Station west of Portland, residents are 10X more likely to regularly walk to shops than residents of a nearby subdivision; indeed, only 7% of Orenco residents don’t walk to the store, vs. 58% in sprawl. Occasional transit use is 60% higher among Orenco residents, even though both subdivisions studied are a five-minute walk from light rail stations; 65% report using transit more since moving in, vs. 23% in sprawl. Yet transit use for commuting is identical in both neighborhoods.

The Canadian study found a 8-point difference in driving’s mode share between new urbanism and sprawl, resulting in 19% fewer vehicle kilometers traveled. Yet the mode share of transit was the same, at 9%; the difference was solely in walking and cycling. Residents of new urbanism are 2.7X more likely to regularly walk or bike to local stores. (This is a lower factor than at Orenco; not all of the Canadian neighborhoods had town centers as comprehensive as Orenco’s, and the baseline sprawl figure in denser Canada is much higher.) 37% report walking “a lot more” since moving (85% higher than in sprawl), perhaps because 55% said their streets’ designs were “very safe” for walking and biking (49% higher than sprawl).

Some critics of New Urbanism loudly disclaim the physical determinism that some New Urbanists proclaim — often stating that neighborhood design has profound social ramifications. I have generally remained less sanguine about new urbanism’s impacts on social capital, but the impact of urban design on transportation choices seems pretty clear: if you give people safe, pleasant routes to quickly walk/bike to convenient destinations, they will walk and bike more.

The research also shows that New Urbanism is more than just a prettier version of sprawl. When done right, it has real effects on transportation outcomes — and, the surveys indicate, perhaps also social outcomes.

In related research, Robert Cervero at UC finds that even though peak parking demand at TOD apartment projects in the East Bay and PDX were similar to national ITE standards (just 5% lower), “trip generation rates for some projects were well below ITE standards.” This could indicate that TOD residents keep cars in storage due to subsidized parking — a great opportunity for expanded car-sharing services.

The possibility of selection bias still lurks behind all of this research: it could be that a small proportion of people are just predisposed to drive less. Even if that were the case, that choice should be applauded (since driving costs society), and places that allow people to express that preference should be encouraged. Yet this preference apparently isn’t nearly as much of a minority view as it might seem, particularly among younger Americans. A Concord Group survey of Millennial homebuyers, noted in Builder, found that 81% of young people thought living “near alternative modes of transit” to be “very or somewhat important.” A full 67% would pay more for that choice.

In other news about encouraging walking/cycling, this month’s “Mode Shift” includes a history of the Albany Home Zone. Traffic calming on Chicago’s side streets has long used just the blunt-force (and bicycle-unfriendly) tools of stop signs, speed bumps, and one-way restrictions; here’s a great opportunity to test out a wider menu of options.

Two leaps forward

How’d another few weeks disappear? Recent news: the Wicker Park Bucktown Master Plan, a three-year effort by WPB that I initiated and chaired the steering committee for, will receive the American Planning Association’s 2010 National Planning Excellence Award for Public Outreach. Our public outreach strategy centered on three Open Houses, designed as a fun and interactive way for residents and visitors to learn about the plan and share their ideas on their own schedule. Credit for the creative campaign that supported the Open Houses goes to Country Club Chicago for print and transit ads, and Interface Studio (our planners) for their video installation.

In an earlier post, I wrote about the potential of the PEIRurban sensing” project developed at UCLA and featured at Wired’s NextFest. Now this ubiquitous-computing strategy has found an even better vehicle, with the MIT Senseable City Lab’s Copenhagen Wheel. The customizable wheel incorporates a hub that goes far beyond three speeds: it adds ambient air quality, noise, and temperature sensors along with GPRS data and Bluetooth wireless to share that information with the network and your smartphone. What’s even better, it adds dynamic regenerative braking (with a motor, batteries, and torque sensor) — another long-held dream of mine. (Too bad their test bike looks like a ghost fixie.)

The Bluetooth connection might be an interesting way of integrating place-based rewards — a method that a shopowner could “validate” someone’s bike trip just like car-parking charges. The University of Minnesota will soon launch a program wherein frequent bike commuters with RFID tags on their bikes will get rewarded with discounts at an on-campus bike station, for example — and, if they’re employees, that benefit can come from pre-tax income under the new bike commuter benefits.