Dulles Corridor Metrorail Project

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Southeastern Institute of Research
Dulles Corridor Metrorail Project Consumer
Research October 15, 2004

Pulsar Advertising
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Outline of Presentation

• Objectives
• Methodology
• Detailed Findings and Strategic Implications
• Review of Strategic Implications

3
Research Objectives

• Identify the key messages that must be advanced
  to continue support for the Dulles Corridor
  Metrorail Project
• Identify and understand the segments that do not
  currently support the project or believe a DTR
  toll increase is the appropriate way to fund the
  project
• Understand how best to develop the project
  communication program
• Understand how Smart Tag users and non-users
  support the Dulles Corridor Metrorail Project and
  how Smart Tag incentives could impact Smart Tag
  utilization

4
Methodology

• Telephone survey conducted among 1,200 DTR users
• 400 -- live in construction zone (in zip
  codes that are within 4 miles of
  construction)
• 400 -- other residents of the Dulles
  corridor
• 400 -- heavy DTR users (at least 3 days per
  week)
• Some overlap in categories
• For example, some residents are also heavy users

5
Methodology (cont.)

• Respondents were not required to use the DTR.
  However, most respondents did use the DTR. In
  the report that follows, DTR users are
  categorized as Heave DTR Users and Other DTR
  Users. Heavy DTR Users use the DTR three or
  more times a week. Other DTR Users use the DTR
  less than three times a week. The Other DTR
  Users includes 71 respondents who never use the
  DTR. The total number in each of these groups
  is
• 456 -- Heavy DTR users
• 744 -- Other DTR users
• The 456 total exceeds the 400 quota due to
  category overlap.

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Methodology (cont.)

• In the analysis in this report, Construction Zone
  residents and Other Corridor residents are
  compared and contrasted. For these comparisons,
  the total number in each quota (n400 each) are
  used.
• Heavy DTR Users and Other DTR Users are also
  compared and contrasted. Because no specific
  quota was established for the Other DTR Users,
  the total number of Heavy DTR Users (n546) and
  Other DTR Users (n744) are used for these
  comparisons.

7
Methodology (cont.)

• The survey was introduced as a study on behalf of
  the Commonwealth of Virginia regarding
  transportation issues along the Dulles Corridor
• Interviews were conducted August 18 through
  September 6
• All respondents had to be aware of the Dulles
  Corridor Metrorail Project
• Key finding 89 of residents in the corridor
  are aware of the Dulles Corridor Metrorail
  Project

8
Detailed Findings and Strategic Implications
9
Support for the Dulles Metrorail Project
Overall Reaction
10
A Strong Base of Support for the Dulles Corridor
Metrorail Project Already Exists
Total Sample n 1,200
Of those 89 of the population who are aware of
the Dulles Corridor Metrorail Project
9 out of 10 support the project
Weighted data Question Do you support the Dulles
Rail Project extending Metrorail out to Dulles
Airport and into Loudoun County? By support, we
mean do you want this project to be built?
(Read answers.)
11
Support of the Dulles Corridor Metrorail Project
Is Widespread
Construction Zone n 400 Other Corridor n 400
Question Do you support the Dulles Rail Project
extending Metrorail out to Dulles Airport and
into Loudoun County? By support, we mean do you
want this project to be built? (Read answers.)
12
Residents Throughout the Corridor Support the
Project
East region I-66 from Roslyn to DTR
interconnect. Includes Arlington, Falls Church,
and McLean. Tysons DTR from I-66 to Leesburg
Pike. Includes Tysons and Vienna. Airport DTR
from Leesburg Pike to Airport. Loudoun Airport
out into Loudoun.
Question Do you support the Dulles Rail Project
extending Metrorail out to Dulles Airport and
into Loudoun County? By support, we mean do you
want this project to be built? (Read answers.)
13
Both Heavy DTR Users and Other DTR Users Support
the Project
Heavy DTR Users n 546 Other DTR Users n 744
But, heavy users give the project a great deal of
support.
Question Do you support the Dulles Rail Project
extending Metrorail out to Dulles Airport and
into Loudoun County? By support, we mean do you
want this project to be built? (Read answers.)
14
Multiple Measures Are Used to Determine Reasons
for Support

• Why do you support the project?
• Do you believe the project will reduce traffic
  congestion?
• What is the major benefit of the project?
• What will be the long-term impact?
• Reduce Congestion

15
Residents Support the Project Because They
Believe It Will Decrease Traffic Congestion
Supporters n 1086
Reasons for supporting Dulles Corridor Metrorail
Project
Weighted data Question Why do you say that (you
support/do not support Dulles Rail Project)?
16
Both Corridor Residents and Construction Zone
Residents Support the Project Because They
Believe It Will Reduce Traffic Congestion
Construction Zone N 400 Other Corridor n 400
Question Why do you say that (you support/do
not support Dulles Rail Project)?
17
Both Heavy DTR Users and Other Users Support the
Project Because It Will Decrease Congestion
Heavy DTR Users n 456 Other DTR Users n 744
Reasons for supporting Dulles Corridor Metrorail
Project
Lighter DTR users also support the project
because it will provide access to the airport
Question Why do you say that (you support/do not
support Dulles Rail Project)?
18
Residents Believe That When It is Finished, the
New Dulles Rail Project Will Reduce Traffic
Congestion Along the Dulles Corridor
Total Sample N1,200
Weighted data Question Once finished, and in
service, do you think the new Dulles Rail Project
will reduce traffic congestion along the Dulles
Corridor? (Read answers.)
19
Those Who Believe the Rail Project Will Reduce
Traffic Congestion Are More Likely to Support the
Project
Significantly Reduce n 447 Somewhat Reduce n
584 Not At All Reduce n 131
Weighted data Question Once finished, and in
service, do you think the new Dulles Rail Project
will reduce traffic congestion along the Dulles
Corridor? (Read answers.)
20
Support for the Dulles Metrorail Project A
Personal Experience
21
On A Personal Level, Dulles Rail

• Is viewed as riding the train
• Is a transportation option
• Is convenient transportation
• Is a way for an individual or household member to
  commute to work

22
Over One-Fourth Believe the New Service Will
Provide Convenient Transportation for Their
Household
Total Sample n 1,200
Weighted data Question How will the Dulles Rail
Project affect you or anyone in your household?
23
Project Supporters Are More Likely to View The
New Rail Service as Providing Convenient
Transportation
Supporters n 1,086 Non-supporters n 76
Weighted data Question How will the Dulles Rail
Project affect you or anyone in your household?
24
Heavy DTR Users View the New Rail as a Convenient
Commute Option. Other DTR Users Also Consider
the New Rail to Be Convenient Transportation, But
They Are Also More Likely to Think of It as
Providing Easier Access to the Airport.
Heavy DTR Users n 456 Other DTR Users n 744
Question How will the Dulles Rail Project affect
you or anyone in your household?
25
Support for the Project Is Nearly Unanimous among
Those Who View the Rail as Transportation for
Them or Their Household. Support Is
Significantly Less among Those Who Believe the
Project Will Not Impact Them.
A Transportation Option n 218 Convenient
Transportation n 328 No Impact On Me n 335
Weighted data Question Do you support the
Dulles Rail Project extending Metrorail out to
Dulles Airport and into Loudoun County? By
support, we mean do you want this project to be
built? (Read answers.)
26

• Key Finding
• A strong base of support for the Dulles Corridor
  Metrorail Project already exists throughout the
  corridor. Those who live in the corridor, those
  who live specifically in the construction zones
  and those who commute frequently on the DTR
  believe that the project will have a positive
  impact on the area.
• Strategic Implication
• Position the overall Dulles Corridor Metrorail
  Project cause as good for everyone.

27
Key Finding Reducing traffic congestion is the
primary perceived benefit of the project from a
broad perspective less traffic congestion is
also the perceived long-term impact of the new
rail service and, it is the reason residents
support the project. Strategic
Implication Include messages that reinforce
perceived benefits of the project by
communicating that the new rail service will
reduce traffic congestion but in ways that do
not over promise immediate lessening of todays
traffic congestion. For example The Dulles
Corridor Metrorail Project will help manage the
expected increase in traffic, but not reduce
congestion. It is part of a plan to manage the
demand on the roadway. Rail will carry the
equivalent of up to 4 lanes of traffic during
peak hours.
28
Key Finding On an individual or personal
level, residents think about the impact the new
rail service will have on them and their families
rather than how it will impact the community or
region. From this perspective, the impact is
seen less in terms of reducing traffic congestion
and more in terms of a new transportation
alternative and a form of transportation that the
resident might use. Strategic
Implication Messages about the project are not
limited to reduction of traffic congestion.
People understand the inherent transportation
benefit of Metrorail on a personal level, i.e.,
the opportunity to use train service. Leverage
this positive association with images of
Metrorail as a transportation alternative with
personal benefits. Explore ways of using the
inherent emotional nature of personal experiences
to generate support for the project.
29
Key Finding Many Heavy DTR Users already view
the new rail service as a convenient
transportation option one which they could
potentially use on their regular
commute. Strategic Implication Begin now to
speak to Heavy DTR Users about the new rail
service. Use communication to help them begin to
plan for using the new rail system. Teach them
how to take advantage of this convenient
transportation option.
30
The Impact of Toll Increase
31
About Half Are Aware of Toll Increase
Total Sample n 1,200
Weighted data Question Are you aware that tolls
on the Dulles Toll Road will likely be increased
to finance the construction of the Dulles Rail
Project?
32
Heavy DTR Users Are More Likely to Be Aware of
the Toll Increase
Heavy DTR Users n 456 Other DTR Users n 744
Question Are you aware that tolls on the Dulles
Toll Road will likely be increased to finance the
construction of the Dulles Rail Project?
33
Two-thirds Feel That Increasing Toll to Fund
Dulles Corridor Metrorail Project Is Appropriate
Total Sample n 1,200
63
Weighted data Question How appropriate is it to
increase tolls on the Dulles Toll Road to help
finance construction of the Dulles Rail Project?
Would you say (Read answers.)
34
One Third of Residents Feel A Toll Increase Is
Inappropriate
Construction Zone n 400 Other Corridor n
400
Question How appropriate is it to increase tolls
on the Dulles Toll Road to help finance
construction of the Dulles Rail Project? Would
you say (Read answers.)
35
Residents In the Eastern Corridor and in Tysons
Are More Supportive of the Toll Increase
East region I-66 from Roslyn to DTR
interconnect. Includes Arlington, Falls Church,
and McLean. Tysons DTR from I-66 to Leesburg
Pike. Includes Tysons and Vienna. Airport DTR
from Leesburg Pike to Airport. Loudoun Airport
out into Loudoun.
Question How appropriate is it to increase
tolls on the Dulles Toll Road to help finance
construction of the Dulles Rail Project? Would
you say (Read answers.)
36
Those Who Are Already Aware of the Toll Increase
Are More Likely to Believe Toll Increase Is
Appropriate
Aware of Toll Increase n 585 Not Aware of
Toll Increase n 587
Believe toll increase is somewhat or very
appropriate
Weighted data Question Are you aware that tolls
on the Dulles Toll Road will likely be increased
to finance the construction of the Dulles Rail
Project?
37
Heavy DTR Users Who Pay the Toll More
Frequently Are More Likely to Think the Toll
Increase Is Inappropriate
Heavy DTR Users n 456 Other DTR Users n 744
Question How appropriate is it to increase tolls
on the Dulles Toll Road to help finance
construction of the Dulles Rail Project? Would
you say (Read answers.)
38
The Primary Criticism of Raising the Tolls Those
Who Use the Rail Should Pay
Supporters n 327 Non-supporters n 51
When asked why they believe the toll increase is
not appropriate, residents respond with the
complaint that tolls from the DTR should not be
used to pay for the rail project.
Weighted data Question Why do you say
inappropriate (to increase tolls on the Dulles
Toll Road to help finance the construction of the
Dulles Rail Project)?
39
Project Supporters Are Slightly Less Likely to
Know That Tolls Collected on the DTR Are Already
Being Used to Fund Services in the Dulles
Corridor Area
Supporters n 1,086 Non-supporters n 76
Proportion who know tolls pay for services in the
corridor
Weighted data Question Are you aware that a
portion of the tolls collected on the Dulles Toll
Road are already being used to fund services in
the Dulles Corridor area?
40
Heavy DTR Users Are More Likely than Other DTR
Users to Know that the Tolls Are Used to Fund
Services in the Corridor
Heavy DTR Users n 456 Other DTR Users n 744
Proportion who know tolls pay for services in the
corridor
Question Are you aware that a portion of the
tolls collected on the Dulles Toll Road are
already being used to fund services in the Dulles
Corridor area?
41

• Key Finding
• Sensitivity to the toll increase is not
  paramount. When motorists know in advance that
  the toll will be increased, they are more likely
  to support or at least accept the toll
  increase.
• Strategic Implication
• A public education and information campaign is
  needed, above and beyond current efforts, to
  build awareness of the toll increase before it
  happens.

42
Intended Usage
43
High Level of Intended Usage
Total Sample n 1,200
Weighted data Question How likely are you or
others in your household to use the new Metrorail
service once its in place assuming it serves
the destinations you or others in your household
currently seek? Would you say(Read answers.)
44
Likely Users Cite a Variety of Reasons for
Intended Usage of Dulles Rail
Likely Users n 971
Weighted data Question What would be you or your
households main reasons for using the new
Metrorail service rather than continuing to
travel in the manner you now do?
45
Supporters Are Much More Likely To Intend to Use
the New Service than Are Non-supporters
Supporters n 1,086 Non-supporters n 76
Weighted data Question How likely are you or
others in your household to use the new Metrorail
service once its in place assuming it serves
the destinations you and others in your household
currently seek? Would you say(Read answers.)
46
Heavy DTR Users Are More Likely to Use the New
Rail Service than Are Other DTR Users
Heavy DTR Users n 456 Other DTR Users n 744
Question How likely are you or others in your
household to use the new Metrorail service once
its in place assuming it serves the
destinations you and others in your household
currently seek? Would you say(Read answers.)
47
Supporters See Themselves Using the New Rail
Service. Non-supporters Do Not.
Supporters Who Are Likely to Use the Rail
Service n 836 Non-supporters Who Are Likely
to Use the New Rail Service n 54
Weighted data Question Now please tell me
whether you will continue using or driving the
Dulles Toll Road or switch to the new Metrorail
service once it is in place for each of the
destinations I read to you.
48
Heavy DTR Users Are More Likely to Plan to Use
the New Rail Service for Work than Are Less
Frequent DTR Users
Question Now please tell me whether you will
continue using or driving the Dulles Toll Road or
switch to the new Metrorail service once it is
in place for each of the destinations I read to
you.
49
Prospective Users of New Rail Service Are More
Likely to Believe the Toll Increase Is Appropriate
Likely to Use the New Rail Service n 950 Not
Likely to Use the New Rail Service N 229
Believe toll increase is appropriate
Weighted data Question How appropriate is it to
increase the tolls on the Dulles Toll Road to
help finance the construction of the Dulles Rail
Project? Would you say(Read answers.)
50
Key Finding Supporters of the Dulles Metrorail
Project are better able to envision themselves
using the new rail service than are
non-supporters. They have already made a
personal connection with the new
service. Strategic Implication Help
non-supporters recognize how they could use the
new rail service. When showcasing how the Metro
extension will improve access / mobility,
demonstrate specific uses of the new rail.
51
Key Finding Intended usage is important for
supporting the toll increase. Those who envision
themselves using the new rail service are more
likely to support the increase. Strategic
Implication Again, help non-supporters
recognize how they could use the new rail
service.
52
Non-supporters
53
Profile of Non-supporters

• Are concerned about the cost of the project
• And, believe the project (rail) will lead to
  population growth
• But, more importantly, they just dont see
  themselves using the new rail service
• Believe construction will interfere with their
  lives but dont see the benefits
• Over-represented by men
• More likely to be employed in non-government,
  private industry jobs or to be self-employed
• Tend to be older
• Tend to be SOVers
• More likely to be long-time residents of Northern
  Virginia

54
Non-supporters Are Concerned About the Cost of
the Project
Non-supporters n 76
The 18 of Non-supporters who expressed concerns
about the cost/tax increase represents about 1
of the population .06 (Non-Supporters) x .18
.01
But, equally important, they dont see themselves
using the new rail service
Reasons for not supporting Dulles Corridor
Metrorail Project
Weighted data Question Why do you say that (you
support/do not support Dulles Rail Project)?
55
They Believe Population Growth Is the Long-term
Negative Impact
Supporters n 1,086 Non-supporters n 76
All negative comments about long-term impact
mention population growth or over-development
Weighted data Question Why do you say that (it
will have a negative impact)?
56
Reasons For Non-support of the Dulles
Corridor Metrorail Project
Base varies for each question as indicated.
Supporters n516 Non-supporters n38
Supporters n1,086 Non-supporters n76
Supporters n1,086 Non-supporters n76
Weighted data Question From what you know
today, would you say the Dulles Rail Project
construction will (Read scale) interfere with
your life? Once it is finished, what long-term
impact do you think the new Dulles Rail Project
will have on the immediate area where you live?
Once finished, and in service, do you think the
new Dulles Rail Project will reduce traffic
congestion along the Dulles Corridor?
57
Most Residents Have Not Attended Public Meetings
About the Dulles Rail Project
Total Sample N 1,200
However,
Weighted data Question Have you ever attended
any meeting open-to-the-public regarding the
Dulles Rail Project?
58
Non-supporters Are More Likely to Have Attended
Public Meetings about the Project
Supporters n 1.086 Non-supporters n 76
Represents in total only 8 of population.
Weighted data Question Have you ever attended
any meeting open-to-the-public regarding the
Dulles Rail Project?
59
Non-supporters Are More Vocal About Their Opinion
of the Dulles Rail Project
Supporters Who Have Attended Meeting n
41 Non-supporters Who Have Attended Meeting n
7 Note Small base size. Interpret with
caution.
Non-supporters who have spoken up at a meeting
represent less than 1 of the total population.
Weighted data Question Have you ever openly
voiced your opinion about the Dulles Rail Project
at one of these meetings?
60
Non-supporters Tend to Be Older Than Supporters
Supporters n 1,086 Non-supporters N 76
Weighted data Question What is your age? Are
you(Read answers.)
61
Employment Status of Non-supporters and
Supporters Is Comparable
Supporters n 1,086 Non-supporters n 76
Weighted data Question Are you(Read answers.)
62
But, Non-supporters Are More Likely To Be
Employed in Private Industry or To Be
Self-Employed
Supporters Who Are Employed n
764 Non-supporters Who Are Employed n 54
Weighted data Question Do you work for(Read
answers.)
63
Non-supporters Are More Likely to Drive Alone
Supporters Who Are Employed n
764 Non-supporters Who Are Employed n 54
Weighted data
Question What is your current most frequent mode
of commute to and from work? (Read answers.)
64
Supporters and Non-supporters Are Equally Likely
to Transport Children to Daycare
Supporters Who Are Employed n 764 Supporters
Who Are Employed n 54
Weighted data Question When commuting to and
from work, do you also take a child or children
to a daycare or child care facility?
65
Consistent with the Educational Profile of the
Area, Both Supporters and Non-Supporters Are
College Educated
Supporters n 1,086 Non-supporters N 76
Weighted data Question What is the highest level
of education you have completed?
66
Non-supporters Are Less Likely to Have Moved to
Northern Virginia in the Last 5 Years
Supporters n 1,086 Non-supporters n 76
86 of Non-Supporters have lived in Northern
Virginia for at least 5 years. In contrast, 76
of Supporters have lived in the area 5 years or
more.
Weighted data Question How long have you lived
in Northern Virginia?
67
Income Levels of Supporters and
Non-supporters Are About Equal
Supporters n 1,086 Non-supporters n 76
Weighted data Question Is your current household
income(Read answers.)
68
Supporters Are About As Likely As
Non-supporters To Be Minorities
Supporters n 1,086 Non-supporters n 76
Weighted data Question Would you describe
yourself as(Read answers.)
69
Non-supporters Are More Likely to Be Male
Supporters n 1,086 Non-supporters n 76
Weighted data Question Gender of respondent.
(Recorded by observation.)
70

• Key Finding
• Non-supporters are more likely to see the
  negatives of the project without also recognizing
  the benefits.
• Strategic Implication
• Education will play a strong role in converting
  Non-supporters to Supporters. Educating
  Non-supporters about the positives of the project
  such as removing people from DTR and providing
  a transportation alternative may be more
  effective than trying to counter negative
  arguments. Reinforce the long-term positives they
  see easier access to Dulles Airport and
  entertainment venues. Communicate that the
  Dulles Corridor Metrorail Project is part of the
  Metro system You can get everywhere Metro
  goes, including the MCI Center, Smithsonian, and
  Georgetown, etc.

71

• Key Finding
• Non-supporters express concern that the project
  will interfere with their lives.
• Strategic Implication
• Present unassailable facts that show how
  construction impacts will be managed.

72

• Key Finding
• While Non-supporters are more likely than
  Supporters to be SOVers and to work in private
  industry or be self-employed, the two groups do
  not differ on a number of key demographic
  variables, such as income, education, and race.
• Strategic Implication
• Communications do not need to target just
  specific demographic groups. However, take
  advantage of available opportunities to reach
  those who do not currently support the project,
  for example, through the workplace of private,
  non-government employers.

73
The Relationship Between Smart Tag Usage and
Support for the Dulles Metrorail Project
74
Smart Tag Users and Non-users Support The Rail
Project Evenly
Supporters n 736 Non-supporters n 59
Note Question added after survey had started in
field. Thus, not all respondents were asked this
question.
Weighted data Question Do you support the Dulles
Rail Project extending Metrorail out to Dulles
Airport and into Loudoun County? By support, we
mean do you want this project to be built?
(Read answers.)
75
Offering Smart Tag With A Discount Would Attract
More Smart Tag Users
Supporters Who Do Not Currently Use Smart Tag n
371 Non-supporters Who Do Not Currently Use
Smart Tag n 27
53
Question asked of those who do not currently use
Smart Tag.
Note Question added after survey had started in
field. Thus, not all respondents were asked this
question.
Question Lets assume the tolls on DTR will be
increased to fund the DTR Rail Project. How
likely would you be to consider using Smart Tag
if there was a discount offered? (Read answers.)
76

• Key Finding
• While both Smart Tag users and non-users support
  the new rail project, offering a discount /
  reduction of the toll increase could attract new
  Smart Tag users.
• Strategic Implication
• While this may have a negative impact on revenue
  collected, give strong consideration to
  positioning Smart Tag as an incentive to manage
  the potential critics DTR users who are
  non-supporters.

77
Impact of Toll Increase on the Dulles Greenway
78
About Half Are Aware That Tolls on the Dulles
Greenway Will Be Increased in September
Total Sample Who Use the Dulles Greenway n 405
Weighted data Question Are you aware that the
tolls on the Dulles Greenway will also be
increased by its private ownership this
September?
79
Raising Both DTR Tolls and Greenway Tolls Will
Affect Usage of DTR
Total Sample Who Use the Dulles Greenway n 405
A third will use the DTR less often
30
Weighted data Question How will knowing that
both the Dulles Toll Road tolls and the Dulles
Greenway tolls are being raised affect you or
your households use of the Dulles Toll Road?
(Read answers.)
80
Heavy DTR Users Say They Will Use the DTR Less
When Both Tolls Are Raised
Heavy DTR Users Who Also Use the Dulles
Greenway n 239 Other DTR Users Who Also Use
the Dulles Greenway n 179
One-third of Heavy Users will use the DTR less
34
Question How will knowing that both the Dulles
Toll Road tolls and the Dulles Greenway tolls are
being raised affect you or your households use
of the Dulles Toll Road? (Read answers.)
81

• Key Finding
• The toll increase on the Greenway, in
  conjunction with the planned increase of the toll
  on the DTR, may lead to decreased usage of the
  DTR.
• Strategic Implication
• Careful consideration should be given to the
  timing of the Greenway and DTR toll increases.
  Modeling should include possible revenue impact.

82
Knowledge About The Project
83
A Majority of Supporters and Non-Supporters Say
They Do Not Know When Construction Will Begin
Supporters n 1,086 Non-supporters n 76
Weighted data Question Do you know when actual
construction of the new Dulles Rail Project will
begin? Will it begin (Read answers.)
84
Supporters and Non-Supporters Either Believe the
Project Will Be Built in Phases or Say They Dont
Know About the Planned Schedule
Supporters n 1,086 Non-supporters n 76
Weighted data Question Do you know if the
Dulles Rail Project will be built in phases or
built all at the same time?
85
Neither Supporters nor Non-Supporters Know When
the New Rail Is Scheduled to Begin Service
Supporters n 1,086 Non-supporters n 76
Question Do you know when the Dulles Rail
Project is scheduled to open or begin service?
Will it open (Read answers.)
86
Supporters and Non-supporters Are About Equally
Likely to Know Where the New Station Stops Will
Be Located
Supporters n 1,086 Non-supporters n 76
Weighted data Question Do you know where the
new Metrorail station stops will be located?
87
Those Who Will Be Impacted by the Construction
Are More Likely to Know Where the New Station
Stops Will Be Located
Construction Zone n 400 Other Corridor n 400
Question Do you know where the new Metrorail
station stops will be located?
88
Information Needs
89
Commuters Want More Information About the Project
Total Sample n 1,200
44 of commuters have received less information
than they wanted.
Weighted data Question How would you describe
the level of information you and your household
have seen regarding the Dulles Rail Project?
Would you say you have seen(Read answers.)
90
Both Supporters and Non-supporters Want More
Information
Supporters n 1,086 Non-supporters n 76
40 of Supporters and 53 of Non-supporters have
received less information than wanted.
Weighted data Question How would you describe
the level of information you and your household
have seen regarding the Dulles Rail Project?
Would you say you have seen(Read answers.)
91
A Quarter Want to Be on E-mail List Both
Supporters and Non-Supporters
Supporters With Home Computers n
951 Non-supporters With Home Computers n 65
Weighted data Question Would you like to be on
our e-mail list and receive more information
regarding development of the Dulles Toll Road
Project?
92
One-third Are Interested in Participating in
Future Research
Supporters n 1,086 Non-supporters N 76
Weighted data Question Would you be interested
in participating in future focus groups,
telephone interviews, or Internet surveys
regarding the development and construction of the
Dulles Rail Project or other transportation
projects?
93
We Have a Panel of Interested Residents

• Want to be on e-mail list 249
• Want to participate in future research 384
• Some overlap in the 2 groups -179
• Total potential panel respondents 454

Note Values posted are actual frequencies
totaled from research interviews.
94
Residents Would Welcome Information from a
Variety of Sources Including Newspaper, TV, the
Internet, and Radio
Supporters n 1,086 Non-supporters n 76
Weighted data Question How do you like to be
kept informed on matters regarding the Dulles
Rail Project? (Read answers.)
95
They Prefer to Voice Their Opinions Via the
Internet
Total Sample n 1,200
Weighted data Question Through which one means
of communication would you prefer to voice your
opinions about the Dulles Rail Project? Would it
be(Read answers.)
96
Both Supporters and Non-Supporters Prefer to
Speak Via the Internet
Supporters n 1,086 Non-supporters n 76
Weighted data Question Through which one means
of communication would you prefer to voice your
opinions about the Dulles Rail Project? (Read
answers.)
97
Nearly 9 Out of 10 Have a Home Computer With
Internet Access
Supporters n 1,086 Non-supporters n 76
Weighted data Question Do you have a home
computer with Internet access that you use on a
regular basis?
98
The Washington Post Is the Newspaper Read Most
Frequently on a Regular Basis
Supporters n 1,086 Non-supporters n 76
Weighted data Question What newspapers, by name,
do you read on a regular basis?
99
WTOP Is Listened to Most Regularly
Supporters n 1,086 Non-supporters n 76
Non-supporters also listen to WMAL.
Weighted data Question What radio stations do
you listen to on a regular basis?
100
News Is the Most Popular Type of Television
Programming
Total Sample n 1,200
Weighted data Question Which programs or types
of programs do you watch most frequently on cable
TV? (TAKE STATION NAME/NUMBER AND/OR PROGRAMMING
TYPE.)
101

• Key Finding
• Residents rely on a variety of media for
  information, including newspapers, television,
  the Internet and radio. The Internet offers a
  particularly robust opportunity for
  communication two-thirds would welcome
  information via the Internet, and nearly one-half
  want to voice their opinions via the Internet.
  Nearly 9 out of 10 have the Internet at home.
• Strategic Implication
• Adopt a layered media approach to communications
  to take advantage of the multiple information
  sources used by the audience. The Internet
  should be a major part of that communication mix.
  Include a major project Web site, online news
  bulletins, outbound e-mails, etc. Include the
  website on all communication materials. Explore
  new and dynamic ways of using the Internet,
  particularly to enhance or develop a personal
  perspective or experience.

102
Review of Strategic Implications
103
Strategic Implications

• Take advantage of the broad base of support that
  already exists for the rail project Position
  Rail Project (and related tolls) as good for
  everyone.
• Develop communications that help residents relate
  to the new rail on a personal level by
  envisioning how they would use the train.
  Explore the use of emotion to create this
  personal link.
• Develop communications that recognize the
  accepted belief that the project will reduce
  traffic congestion but dont over promise on
  this potential benefit.

104
Strategic Implications (cont)

• Launch communication campaign to build awareness
  before the toll increase to build support or
  acceptance for the increase.
• Develop communications that emphasize the
  personal benefit of the project using the train
  to grow acceptance for the toll increase.
• Build on the positive perceptions that already
  exist rather than trying to overcome less
  prevalent negatives.
• Communicate beyond minimum requirements to grow
  understanding and support for the project.

105
Strategic Implications (cont)

• Overcome concerns about the impact of the
  construction by showing unassailable facts about
  how the construction will be managed.
• Develop a layered approach to communication to
  take advantage of residents reliance on multiple
  sources of information. Emphasize the use of the
  Internet in this exceptionally high wired
  corridor and make the project Web site prominent
  in the communication campaign.

106
Strategic Implications (cont)

• Consider offering Smart Tag as an incentive.
• Give careful consideration to the timing of the
  Greenway and DTR toll increases. Modeling should
  include possible revenue impact.
• A voluntary panel of corridor residents
  interested in future research already exists.
  Take advantage of their willingness to help by
  using them as a sounding board and to solicit
  response to potential message ideas.

107
Appendix
108
Decreased Traffic Congestion Is Major Perceived
Benefit
Both Supporters and Non-supporters believe the
new rail service will decrease traffic congestion
But Non-supporters are less likely to see this
benefit.
Question What would you say are the major
benefits of having Metrorail service extended
from East Falls Church out to Dulles Airport and
into Loudon County?
109
Reducing Traffic Congestion Is Also the Primary
Perceived Long-term Positive Impact
Question Why do you say that (it will have a
positive impact)?
110
Those in the Construction Zone Are More Likely To
Believe the New Service Will Provide a
Transportation Option. Those Not in the
Construction Zone More Often Think of the Rail as
Transportation to the Airport.
Question How will the Dulles Rail Project affect
you or anyone in your household?
111
Those Who Believe the Project Will have a
Positive Impact on the Immediate Area Where They
Live Are More Likely to Be Supporters
Question Once finished, and in service, do you
think the new Dulles Rail Project will reduce
traffic congestion along the Dulles Corridor?
(Read answers.)
112
Supporters See Themselves Using the New Rail
Service in a Variety of Ways -- Especially for
Entertainment and Trips to Airport
Question Now please tell me whether you will
continue using or driving the Dulles Toll Road or
switch to the new Metrorail service once it is
in place for each of the destinations I read to
you.
113
Supporters and Non-supporters Are About Equally
Split in Their Belief About Whether the
Construction Will Directly Impact Them or Their
Household
Question Do you believe the construction of the
Dulles Rail Project will directly impact you and
the other members of your household during the
construction?
114
Residents of Construction Zones Are Not More
Concerned That the Construction Will Interfere
With Their Lives
Question From what you know today, would you say
the Dulles Rail project construction will(Read
answers.)
115
Heavy DTR Users Are More Likely to Believe the
Construction Project Will Interfere With Their
Lives
Question From what you know today, would you say
the Dulles Rail project construction will(Read
answers.)
116
While Both Heavy DTR Users and Less Frequent
Users Believe the Major Benefit of the Rail
Service Will Be Less Traffic Congestion, Less
Frequent DTR Users Are More Likely to View
Airport Access as a Major Benefit
Question What would you say are the major
benefits of having Metrorail service extended
from East Falls Church out to Dulles Airport and
into Loudon County?
117
Those Who Believe the Rail Project Will Reduce
Traffic Congestion Are More Likely to Believe the
Toll Increase Is Appropriate
Question Once finished, and in service, do you
think the new Dulles Rail Project will reduce
traffic congestion along the Dulles Corridor?
(Read answers.)
118
Those Who Believe the Project Will Have a
Positive Impact on the Immediate Area Where They
Live Are More Likely to Believe the Toll Increase
Is Appropriate
Question How appropriate is it to increase tolls
on the Dulles Toll Road to help finance
construction of the Dulles Rail Project? Would
you say (Read answers.)
119
SOV Commuters Who May Pay the Toll More
Frequently Are More Likely to Think the Toll
Increase Is Inappropriate
Question How appropriate is it to increase tolls
on the Dulles Toll Road to help finance
construction of the Dulles Rail Project? Would
you say (Read answers.)
120
Those Who Believe the Toll Increase Is
Inappropriate Are More Likely to Have Attended
Public Meetings
Question Have you ever attended any meeting
open-to-the-public regarding the Dulles Rail
Project?
121
Public Meetings or Hearings Are the Most Common
Types of Meetings Attended
29 of Non-supporters who have attended meetings
have attended association meetings
Question What specific meeting or type of
meetings regarding the Dulles Rail Project have
you attended?
122
Proximity to a Metrorail Station Does Not Impact
Support for the Dulles Rail Project
Support for the new rail service is 90-94
regardless of whether a Metrorail station is
nearby
Question How far will the closest new Metrorail
station be from your house?
123
But, Those Who Live Close to a Metrorail Station
Are More Likely to Plan to Use the New Rail
Service
Question How far will the closest new Metrorail
station be from your house?
124
Both Construction Zone Residents and Other
Corridor Residents Say They Do Not Know When
Construction Will Begin
Question Do you know when actual construction of
the new Dulles Rail Project will begin? Will it
begin (Read answers.)
125
Construction Zone Residents Are More Likely to
Know the Project Will Be Built in Phases
Question Do you know if the Dulles Rail Project
will be built in phases or built all at the same
time?
126
Future Users of the New Rail Are More Likely to
Know About Construction Plans for the Project
Question Do you know if the Dulles Rail Project
will be built in phases or built all at the same
time?
127
Those Who Live in the Corridor But Outside the
Construction Zones Are More Likely Not to Know
When the New Service Will Begin
Question Do you know when the Dulles Rail
Project is scheduled to open or begin service?
Will it open (Read answers.)
128
Those Who Are Not Planning to Use the New Rail
Service Do Not Know When It Is Scheduled to Open
Question Do you know when the Dulles Rail
Project is scheduled to open or begin service?
Will it open (Read answers.)
129
Those Planning to Use the Service May Already Be
Planning that Usage. They Are More Likely to
Know the Location of New Stops
Question Do you know where the new Metrorail
station stops will be located?