Learning Lessons from Smarter Choices ? Evaluation of the Smarter Travel Sutton Programme
S Reid, MVA Consultancy, UK; D Johnson, Transport for London, UK
Smarter Travel Sutton was London's first large scale integrated Smarter Choices programme to focus on a single Borough. The presentation will describe lessons from the implementation, evaluation and results of the initiative.
The Smarter Travel Sutton (STS) programme was a three year demonstration project introduced by Transport for London (TfL) in partnership with the London Borough of Sutton. STS was completed in September 2009 and was intended to learn what could be achieved in a major city by a programme that focussed on influencing travel behaviour without substantial capital investment in network expansion. A secondary objective was to learn how best to apply a package of smarter choice measures in a complementary way and to test new ideas.
An MVA Consultancy monitoring and evaluation study of the programme in 2009 revealed that STS has had considerable success in delivering positive growth in sustainable travel behaviour amongst the Borough?s residents. Following the success of STS, TfL embarked on a similar initiative in the London Borough of Richmond upon Thames, establishing Smarter Travel Richmond upon Thames (STR) in March 2009.
STS stands as an example of good practice in effective social marketing and programme management to encourage real growth in sustainable travel behaviour in an urban environment and within the constraints imposed by existing infrastructure and services. The success of STS will have wider policy implications as a clear demonstration that Smarter Choices interventions are a credible strategy to encourage healthier and more environmentally friendly travel in a major city.
Over the three years of STS there has a 6% percentage point reduction in the mode share of car trips and an encouraging 75% increase in levels of cycling. The mode share of walking has increased by around 3% points.
This paper will describe the lessons learnt by the project partners in developing and implementing the programme, outline how these lessons have been incorporated in the detailed planning of the Smarter Travel Richmond programme and discuss the evaluation challenges and solutions associated with such a programme. Overall the paper will present a case study in how to achieve more sustainable patterns of behaviour that make more efficient use of the existing transport networks and services in a major city.
with such a programme. Overall the paper will present a case study in how to achieve more sustainable patterns of behaviour that make more efficient use of the existing transport networks and services in a major city.
Association for European Transport