Arlington County has historically operated one of the nation’s most robust transportation demand management (TDM) programs, offering employers, multi-family residential buildings, and commuters the information, options, and programs to encourage sustainable travel. The county’s Commuter Services Bureau needed a strategic plan to navigate the post-pandemic mobility landscape and better serve residents, workers, and visitors, including a greater focus on equity populations.
Foursquare ITP conducted a broad and deep evaluation of traveler needs for both commutes and other trip types, as well as the program’s many components. The team compiled historic performance data from disparate sources, examined the program’s outreach, marketing, research, sales, and site-plan-condition oversight functions, and incorporated input from internal and external stakeholders to define what was working and what needed to change.
The resulting strategic plan included detailed recommendations to enhance program effectiveness and align with how people now access information and travel. The recommendations were compelling enough that Foursquare ITP conducted an additional organizational assessment, comparing the program to other large TDM programs, evaluating staffing and structure, and recommending roles and an organizational structure for successful implementation. The county’s Commuter Services Bureau chief and her team now have a detailed, actionable plan to guide the program into its next phase.
Solutions and Outcomes
- Delivered a five-year plan for continued success and program improvements.
- Identified target markets to guide focus toward all trip types and equity needs.
- Developed a financial plan supporting funding diversification and efficient use of program funds.
- Established a clear path for tracking and monitoring program KPIs and metrics.
- Conducted an organizational assessment with recommendations to support plan implementation.