Loading...
HomeMy WebLinkAboutRESPONSE - RFP - P963 VANGO STRATEGIC BUSINESS PLAN0 U RBANTRANS C O N S U L T A N T S November 23, 2004 John Daggett, Project Manager North Front Range MPO c/o Ft. Collins Purchasing Division 215 North Mason Street, 2nd Floor Fort Collins, CO 80524 Dear Mr. Daggett, 730 17th Street, Suite 400 Denver, Colorado 80202 (720)570-3343 Fax (720) 570-3363 UrbanTrans is pleased to submit the following response to the North Front Range Metropolitan Planning Organization request for bids for the VanGo Strategic Business Plan. Our firm offers a strong blend of experience, local knowledge, and expertise in evaluation, marketing, and strategic planning for vanpool and TDM programs. Our firm understands that individual travel choices are influenced by the availability of real transportation options, the built environment and personal motivations. Understanding how these real -life experiences "flavor" the perception of VanGo services is crucial for building a strategic plan that will have traction in the community and generate measurable results. Our team has a strong history of TDM in the Mountain West and North Front Range. Most notably, in 1998 —1999, UrbanTrans developed the SmartTrips Short and Long Term Strategic Plans. Furthermore, we have recently provided services to the North Front Range MPO for the latest round of CMAQ project awards and have conducted numerous informational and training sessions for TDM in Greeley and Ft. Collins. In addition, we have conducted successful strategic planning efforts for TDM agencies throughout Colorado, including the Denver Regional Council of Governments and the City of Boulder, not to mention Denver's various TMAs. Finally, UrbanTrans has been involved in the implementation of vanpool services in Houston (Houston -Galveston Area Council miniPool Project) and evaluation of vanpool programs in peer communities for Los Angeles (Southern California Association of Governments). In short, we believe UrbanTrans is not only well suited for the work, but that we also bring unparalleled expertise to the project. Our attached scope of work and cost estimates provide an overview of the proven techniques our firm will utilize to ensure a quality and innovative strategic plan for VanGo. We appreciate your time in reviewing our proposal and hope that we will have the opportunity to continue to work with you in the coming months. Sincerely, David H. Ungemah Director of Research and Analysis rv1 /-�� �-.: UNG� t'�JA-N�Uk��N 1 �2��v5, �O►'"� Debbie Driver, Senior Planner Ms. Driver is a senior transportation planner specializing in Transportation Demand Management (TOM) policy development and Transportation Management Association (TMA) program development and evaluation. She has participated in TDM and TMA planning projects for a variety of clients, including the Colorado Department of Transportation, the Denver Regional Council of Governments, and the Stapleton Area TMA. Prior to joining UrbanTrans Consultants, Ms. Driver worked with King County Metro Transit (Seattle, WA), assisting in the creation of innovative TDM programs and services for new markets, and forging new public/private partnerships. She is also a past AmeriCorps Program Director with extensive skills in program development, evaluation and assessment, inter -agency collaboration, and public outreach and involvement. Ms. Driver has a varied background that includes grant writing, community development, program design and implementation as well as the facilitation of public and non-profit partnerships. She is a member of both the Colorado Chapter and the Puget Sound Chapter of the Women's Transportation Seminar. EDUCATION • MPA, Urban and Regional Affairs, University of Washington • BA, Education, Western Washington University • BA, History, Western Washington University REPRESENTATIVE PROJECTS The following projects are representative of UrbanTrans's ability to exceed NFRMPO's highest expectations for this project. Houston Galveston Area Council Construction Mitigation Corridor Vanpool Demonstration Program; Houston, TX (in partnership with Parsons Brinckerhoff). Leading program planning and marketing / technology development tasks for this three-year, multi -million dollar project designed to demonstrate the effectiveness of using 7-8 passenger vanpools to mitigate the congestion impacts of major construction projects on four major corridors in the Houston -Galveston region. The project has a three-year goal of forming over 300 vans. UrbanTrans is leading the development of partnerships with key community, business, and residential groups. Developing tailored employee, employer, and residential marketing materials to support vanpool sales teams, and developing customized online tracking tools to simplify monthly reporting requirements for vanpool drivers. UrbanTrans is also designing an online, map -based vanpool sales tool facilitating route planning forCni�� potential vanpool participants. Contact: Mr. Zarick O Robinson, Commute Solutions, (713) 627-3200, ,....., zarick.robinson@h-gac.com. va n p o o l. o ry Denver Regional Council of Governments RideArrangers Assessment and Strategic Plan; Denver, CO - UrbanTrans assessed the current state of practice for the Denver Regional Council of Governments' RideArrangers program. This assessment included the development of a UFMANTRANS CONSULTANTS 1 ,. Strengths, Weaknesses, Opportunities, and Threats (SWOT) analysis, a one-year business plan for 2003, and a five-year long term strategic plan for the pursuit of TOM measures in Denver. Recommendations included the development of a unified TDM banner for all practitioners in the region, including municipalities, counties, TMAs, and regional agencies. Contact: Ms. Betty McCarty, (303) 455-1000, bmccarty@dreog.org. Houston -Galveston Area Council Transportation Mobility Measures, Commute Solutions Program Planning and Development; Houston, TX - UrbanTrans was the lead consultant for H-GAC's Commute Solutions Program and Transportation Mobility Measures assessment. UrbanTrans provided comprehensive TDM planning and implementation guidance, including general TDM policy development for the MPO, the development of a guidebook on implementing TDM in corridor projects, pilot programs for Commuter Choice / Best Workplaces and telework, and assessment of potential Transportation Management Associations in the Houston area. UrbanTrans provided the Transportation Mobility Measures project with the development of policies, assessment, and analysis for seven innovative air quality / transportation measures, including enhanced transit services, congestion pricing and toll lanes, parking management, pay - as -you -drive insurance and vehicle registrations, and tax incentives for TDM oriented design and services. Contact: Ms. Veronica Baxter -Lamb, Transportation Program Coordinator, (713) 627- 3200, veronica.baxter-Iamb@h-gac.com Colorado DOT Statewide TDM Guidebook, TDM Corridor Guidebook and Improvement Study, and Ongoing Program Development; Denver, CO - UrbanTrans is the prime consultant for statewide assistance in developing innovative TDM programs. This project started with the development of a statewide TDM Guidebook which assists local communities in designing a tailored TDM program that fits their particular needs. From this effort, UrbanTrans has also provided the Colorado TDM program with a guidebook on implementing TDM programs within corridor projects, conducted a TDM/TSM improvement study for one of Colorado Springs' most congested corridors, provided ongoing assistance in transit and TDM program development for Colorado's mountain resort communities, and assisted in TDM program development for rural/urban commuting corridors. Contact: Ms. Deborah Sakaguchi, TDM Manager, (303) 757-9088, deborah.sakaguchi@dot.state.co.us City of Boulder Transportation Master Plan Update, Transportation Management Association Development, and Transportation Options Toolkit; Boulder, CO (in partnership with LSA Associates) - UrbanTrans analyzed the City of Boulder's existing TDM and transit program, developed a new policy framework for the long-term plan, and modeled and evaluated new TDM policy and strategy elements for the Master Plan. The plan adopted an aggressive pursuit of vanpools, averaging 5 per year. Additionally, UrbanTrans developed a Transportation Options Toolkit, which provides guidance to developers and employers on how to implement TDM programs that fulfill the City's objectives in the Master Plan. Finally, UrbanTrans is providing ongoing assistance in the development and implementation of TMAs throughout the City, a core component of the Master Plan. Contact: Mr. Randall Rutsch, Senior Transportation Planner, (303) 441-4270, rutschr@ci.boulder.co.us URBANTRANS CONSULTANTS Regional Municipality of Peel Transportation Demand Management Policy Guide; Toronto -area, ON - UrbanTrans developed a regional TDM policy framework for the Region of Peel that will guide future program development. TDM policy was integrated into all aspects of the Region's Official Plan, including land use, transportation, environment and health policy. Tasks included identifying regional issues and the range of TDM opportunities; providing outreach to stakeholders ranging from elected officials to major employers; and development and assessment existing regional policies. The TDM Policy guide also included next steps for an action oriented approach and provided on -going evaluation methods. Contact: Mr. Wayne Chan, Manager of Transportation Planning, (905) 791-7800, wayne.chan@region.peel.on.ca Center for Transportation and the Environment Regional TDM / TMA Program Analysis and Development; Atlanta, GA - UrbanTrans is working with eight TMAs in the Atlanta region on coordinated market research and program development to identify strategies appropriate to the regional level and those appropriate to the local level. Activities include analyzing existing land use, transportation and socioeconomic data sets in order to tailor TDM program development to market opportunities; conducting twenty commuter focus groups to test program alternatives; interviewing TMA stakeholders to integrate business leader interests and perspectives; working with TMAs and regional partners to integrate project findings and refine TDM programs; and leading statistically significant phone surveys of commuters to TMA areas. Contact: Mr. Kevin Shannon, Director of Public Affairs, (678) 244-4150, kevin@cte.ty URBANTRANS CONSULTANTS SECTION FOUR: WORK PLAN WORK PLAN OVERVIEW UrbanTrans' approach to accomplishing the tasks identified in the RFP is to conduct five core tasks that directly contribute to the development of the strategic plan: program review, vision planning, market research, operations / financial analysis, and plan development. UrbanTrans is committed to quality and creativity in data analysis and the assessment of vanpool promotion and service options, yielding a plan that is every bit as relevant five years from now as it will be today. David Ungemah, UrbanTrans Director of Research and Analysis, will be the Project Director for the project. Mr. Ungemah is based in Denver, allowing for regular contact with NFRMPO staff, area stakeholders, the Planning Council, and other project partners. An experienced project manager in multi -modal transportation planning projects, Mr. Ungemah will ensure effective project management and quality deliverables. To initiate the project, UrbanTrans proposes developing a clear timeline of activities and deliverables, with roles and responsibilities articulated. A schedule of meetings and primary research acquisition will be developed, in order to manage labor costs and ensure cost-effective use of time. As any strategic planning effort requires the active involvement of stakeholders, UrbanTrans will work with NFRMPO to set up meetings with key stakeholders to discuss the project and ideas. One potential idea for consideration is a special study group of key stakeholders, where ideas can be more interactively discussed and evaluated in a group context. TASK ONE: PROGRAM REVIEW This task addresses the "History and Existing Conditions" portion of the strategic plan. The Program Review is an often overlooked, yet critical element in strategic planning. Without a comprehensive identification of the service's market potential as revealed by previous success and failure, VanGo runs the risk of falling into avoidable traps. As such, this task will involve an extensive review and benchmarking. UrbanTrans will build upon the data that has already been collected by NFRMPO, SmartTrips, the City of Ft. Collins, and project partners (CDOT, RideArrangers, RideFinders, etc.). In addition, based upon work for other agencies, UrbanTrans has already built a database of comparable vanpool statistics from peer communities. Together, these sources will be used to measure program effectiveness over time and across other peer communities. UrbanTrans will identify specific comparison measures that are relevant to NFRMPO activities and that will be useful to the U12E3ANTF2ANS CONSULTANTS VanGo program in assessing current and future success in attracting commuter clients to the program. As alluded to in the RFP, the outcome of this task will be a SWOT (Strengths, Weaknesses, Opportunities, and Threats) analysis, providing a detailed understanding of the program's effectiveness and its opportunities for further development. Specific efforts that will be conducted under this task include: • Review official VanGo / NFRMPO / SmartTrips documentation. This information should include annual and monthly reports, contracts with program -oriented vendors or employers, application intake and processing procedures, and applicant follow-up tools. • Interview staff. UrbanTrans will identify particular successes, obstacles, resource allocations, and practical considerations related to the actual application of operational procedures. • Develop benchmark comparison methodoloov. Develop, in consultation and collaboration with NFRMPO, a methodology to measure program effectiveness. Specific comparisons measures will be identified for comparison to peer communities. • Assess program effectiveness. Using the resulting evaluation and benchmarking criteria, UrbanTrans will evaluate and document the program's effectiveness against existing goals and objectives. • Develop SWOT report. TASK TWO: VISION PLANNING Vanpool strategic planning is a process that should be developed in consultation with other regional endeavors, especially as the program is partially reliant upon TDM project partners for promotion and outreach. The TDM Policy must be made relevant to the VanGo program, with defined vanpool goals and objectives that directly contribute and relate to the TDM Policy's overarching goals and objectives. Actively engaging stakeholders on this relationship is a critical element in achieving buy -in at the visioning phase of the project. Successful vanpool programs begin and end with the active involvement of stakeholders. On the face, vanpools tend to be highly visible yet yield perceived low numbers (the total number of vanpool participants pale in comparison to total transit users, for example). As such, UrbanTrans places a great amount of emphasis on exploring the support for or opposition to specific vanpool options as they relate to the TDM Policy for the region. For example, Seattle's active vanpool fleet (3,000 vans and growing) directly derived from a policy -based commitment to vanpools as the principal emphasis of the Puget Sound region's TDM program. Policy options will be developed in the visioning process that identifies correlations between vanpool program implementation with TDM Policy achievement for the region. These options will include varying projections on vanpool utilization, revenue estimates, cost estimates, air quality and trip reduction potential, and market diversification. Additional opportunities to relate strategic options to the SWOT analysis findings will be highlighted. For the vision planning process, UrbanTrans suggests the creation of a special study group of key stakeholders who will meet to discuss distinct options of vanpool emphasis, and, identify the UFMANTRANS CONSULTANTS preferred option that will serve as the basis for the five-year strategic and business plan. The study group should have official standing from the Planning Council to act on its behalf, yet be flexible enough to respond to different options when it concerns agency partnerships. Specific efforts that will be conducted under this task include: • Develop discrete vanMI strategies. • Develop materials for stakeholder study group. Key information prepared in the first task will be disseminated to participants in a discussion briefing format, with the emphasis upon dialogue and discourse in the study group meetings. • Identify preferred policy option(s). Detailed information will be developed by UrbanTrans for the preferred options, including achievement of regional planning goals. • Develop mission statement and goals / obiectives for the preferred option. • Identify the ideal program implementation based upon the goals / objectives. TASK THREE: MARKET RESEARCH The VanGo RFP places market research under the direction of the Marketing Plan development. Although this is a correct place to document findings, UrbanTrans believes market research should lead the development of operations, marketing and, financial analyses in the project itself. Market research involves a combination of tools and resources in order to properly assess the potential market for services and build a coalition of support for the service's implementation. Understanding the existing base of users is a core component of the market research. UrbanTrans will examine available surveys and other data already collected by NFRMPO and SmartTrips to better understand the existing market. UrbanTrans will also pursue a web -based survey of current VanGo riders. The purpose of this survey is to compare stated preferences versus eventual demographic analysis. Based upon the findings of the survey, UrbanTrans may also explore conducting a user focus group to collect additional qualitative data. Focus group participants would be recruited from survey respondents. The research components specified in the RFP are a good start towards any market prospectus. Much of the demographic data can be achieved by examining the detailed information available in the 2000 Census for Transportation Planning Package data, recently released by the Census Bureau. This analysis includes a detailed examination of origin / destination flows by census tract, and, an examination of home -end and work -end demographic characteristics. Finally, UrbanTrans will look to business sector and social trends for enhancing the potential target markets for vanpool. As strategic partnerships are a critical component of this plan, looking to employer and labor market trends will be important for ensuring long term viability of the strategic plan. Specific activities conducted for this task include: • Examine SmartTrips / NFRMPO commuter data. • Conduct web -based survey of VanGo users. UrbanTrans will conduct a web -based survey (with incentive) of existing users. If VanGo has existing users' email addresses, then a direct solicitation (with hyperlink) will be sent from NFRMPO staff to riders. If users' email addresses are not known, drivers will be asked to distribute postcards to riders soliciting URBANTRANS CONSULTANTS IN tc, Gil u . i l .+ au. .i. �tali�! input on the survey. All participants will be entered to win a financial incentive in return for participation. • Conduct users' focus group. Additional qualitative data may be collected in one existing users' focus group, to be recruited from survey respondents and conducted at a location convenient to participants. • Acquire and examine CTPP 2000 data for the North Front Range and Denver metropolitan areas. This analysis will concentrate on particular work flows that indicate potential viability as a vanpool target market. • Investigate business sector and labor market trends. Trends in the overall employment market, including health care costs, medium -term labor shortages, and declining corporate benefits, are illustrative for refining the marketing message and positioning of vanpool services. • Develop a Target Market Primer. The Target Market Primer will identify not only the specific market niche for vanpool promotion, but also elements related to pricing and design of products and services which educate the operations and financials for VanGo. TASK FOUR: OPERATIONS / FINANCIAL ANALYSIS Another major component of the "Preferred Plan" is the development of strategic operating guidelines and financial analysis. Operations comprises a variety of elements, including staffing, strategic partnerships, marketing and outreach, VanGo sales agents, fleet maintenance and replacement, tracking, performance, and other functional activities. Financial analysis pertains to how the initial capital and ongoing marketing and operations can be paid for over time, with an eye to the role pricing plays in both ensuring sufficient revenue and for meeting demand for vanpool services. UrbanTrans has developed a body of research on cities across the United States regarding their vanpool operations, including vanpools for large cities (Seattle, Boston, Chicago) and small cities (Austin, Ft. Lauderdale). The lessons learned from this research will allow for relatively rapid development of operational and financial options for NFRMPO, the principal element being that achieving a seamless team for vanpool service delivery is no easy matter. UrbanTrans has also learned the lesson of information management in its miniPool demonstration project in Houston — one which will be applied to this project. On the miniPool project, staff originally established and maintained records of all the vans in the project. Although this was sufficient for small operations, once the program grew, it became difficult to manage this efficiently. A web -based tracking and performance tool was developed to allow drivers and riders to maintain their own accounts and track their vanpools over time, freeing program staff to spend their labor hours marketing the service. Specific tasks that will be conducted in this task include: • Develop the marketing strategy. The marketing strategy will build upon the SWOT analysis of existing marketing activities, developing a new strategy for maximizing penetration to target markets identified in Task Three. • Identify strategic partners. Strategic partners are those that enhance the operations and marketing of VanGo, including vendors and strategic agents (for sales and marketing). For example, in Denver, UrbanTrans was instrumental in bringing in numerous partners as a UFtE3ANTi2ANS CONSULTANTS part of vanpool promotion and mitigation on the TREX corridor. This effort doubled activities in the area and helped regional decision makers establish flat rate pricing for vanpools at rates that are comparable to transit passes. • Identify appropriate staffing. Of even large cities like Seattle, Chicago, Los Angeles, and Boston, the vast majority of programs have only one staff member dedicated to vanpool operations, using strategic partnerships and agents to market and sell vanpool services. This section will identify the appropriate level of staffing for VanGo operations, marketing, and sales. • Develop an operations Ilan. The operations section pertains to the day-to-day functions of VanGo. This activity also develops guidelines relative to the VanGo fleet, including replacement and maintenance schedule. Methods for the ongoing collection of data; maintenance of drivers, riders, vans, and vendors; and fare collection and processing will be identified in this section. It is anticipated that technologies for assisting in the collection of data and maintenance of vans will be identified. • Identify products and services. There is product differentiation within vanpool services. For example, Houston has various vanpool options, from large vans to small. These options are targeted to different markets, using the right van in the most appropriate market. This activity will develop options for maximizing market penetration with the actual array of products and services from VanGo. • Develop customer service guidelines. UrbanTrans will document procedures that VanGo staff, partners, and agents should use in their contact with commuters. This activity also will serve as a regional resource guide. • Identify_ performance monitoring procedures. UrbanTrans will outline recommended data collection, analysis, and reporting activities to assess VanGo performance on an ongoing basis. This includes defining evaluation measures, evaluation data elements, and suggests data collection tools and methods. • Develop expenditure and revenue plans. Various options will be developed that indicate necessary funding levels and user fees in order to sustain the preferred plan. The final plan will indicate pricing levels and funding support for initial deployment, as well as providing guidance on changes in pricing and funding over time. TASK FIVE: PLAN DEVELOPMENT The recommendations and strategies developed in the previous sections will be contained within one VanGo Plan. This documented plan will provide for strategic guidance within the next five years, with a detailed business plan for the first year. The principal focus of the plan will be to address all necessary components of day-to-day and strategic planning activities for NFRMPO and their partners. The final plan will include physical maps, data tables, spreadsheets, and other elements as determined through the course of the project. The plan will be presented to the North Front Range Planning Council and to other boards as necessary. IJRBANTRANS CONSULTANTS SECTION FIVE: SCHEDULE AND BUDGET PROJECT SCHEDULE PROJECT BUDGET North Front Range MPO VanGo UrbanTrans Consuftents David Stuart Justin Debbie vamsse TOTAL Unoemah Anderson Kevin Luton Schor Driver Konda HOURS Task Description $85 $146 $85 $80 $65 $50 20 20 Project Management I Meetings! Review 1 Program Review 20 10 10 20 so 2 vision Planning 10 25 35 3 Market Research 50 30 20 25 125 4 Operations/Financials 20 50 40 35 145 5 Preferred Plan Development 40 10 20 15 85 180 45 so a5 5 25 470 LABOR TOTAL $13,600 $6,525 $6,s00 $6,800 $4,875 $1,260 9, I U I AL LAidV K isa,aou Direct Expenses Printing $75 Mileage I Travel $100 Survey incentive $150 URBANTRANS CONSULTANTS ek1riTilm 1�hnTp Mlbq�-Affftrl I aula�lm SECTION ONE: INTRODUCTION AND APPROACH PROJECT INTRODUCTION Whether stuck on the road or trying to retain valued employees overwrought by their commute, tackling traffic is a daily concern for travelers and employers throughout the Front Range of Colorado. As gas prices continue to rise, and the Front Range job market increasingly expanding its reach across all communities, commuters are often faced with longer and costlier commutes than simply a few years ago. While the supply of rail and road systems is essential to support regional growth, Transportation Demand Management (TOM) strategies are needed to balance demand with available supply. TDM helps to reduce single occupant vehicle (SOV) travel and improves individual mobility through provision of information, development of partnerships with employers and others, and creation of financial subsidies and incentives. VanGo, formed as a partnership of communities in the North Front Range of Colorado, provides a core TDM service that makes many of its goals and objectives viable — intra- and inter -regional travel options through vanpools. Already successful in implementation, VanGo vanpool services exceed the typical number of vanpools in active use for a population area of comparable size. However, the inter -regional nature of commuting between the Ft. Collins / Greeley / Loveland metro area and the Denver / Boulder / Aurora metro areas indicate even greater potential utilization of its services. The North Front Range Metropolitan Planning Organization (NFRMPO) desires consultant assistance in both developing a new strategic vision and plan for VanGo operations, and, applying innovation in achieving measurable and credible results. This proposal is submitted in response to the RFP for the VanGo Strategic Business Plan. It outlines the tasks, responsibilities, and staff structure that can make VanGo a continuing success. PROJECT APPROACH Every vanpool program is different. Even when comparing the VanGo program to similar services offered by RideArrangers and RideFinders, the markets and messages will differ, because the underlying concerns of the communities are also different. Tailoring the program's strategic direction to the Ft. Collins / Greeley community leads to greater success in increasing ridership, and achieving regional TDM goals, such as reduced SOV travel and promoting new alternatives. Our proposal outlines a unique approach to vanpool service delivery in the North Front Range region that builds off past local success and leverages best practices from around the country, while staying flexible to changing needs and concerns throughout the course of the project. To guide us in this effort, our approach to this project is built on a set of core principles that will ensure the success of this strategic plan. These principles include: URBANTRANS CONSULTANTS f Focus on Results — Each element of the strategic plan must be defined in terms of both milestones and real results. Regardless as to whether there are "hard" numbers associated with success (e.g., operational or insurance costs) or "soft" numbers (e.g., marketing penetration within select markets), measurable performance must drive the process. Without measurement, there is no basis from which to refine in the future. Our approach builds from the desired outcome and sets a measurable course for success. Understand the Commuter — Vanpool services must focus on the end user. UrbanTrans has worked extensively in gathering information from commuters throughout the Front Range and around the country. Through a series of over 50 focus groups nationally, coupled with numerous employer and regional surveys, we have developed a wealth of information that highlights commuter needs and keeps our focus on the individual. Hiahliaht "Bottom -line" Benefits — Selling seats in a vanpool is not limited to the end user. Programs to employers, chambers, and others can be successful as surrogate agents, if those programs define the bottom -line benefit of participation. Can vanpool promotion save employers money? Will vanpool services help a chamber recruit new members? Can vanpooling help a property manager more effectively oversee limited parking supply? The message is critical in gaining support — we know the messages that work! Show Conviction — Selling vanpools is never easy. Understanding how to pitch the concept within a strategic context requires conviction and a personal commitment to the program. We believe in vanpools and its contribution to regional TDM goals, and see their importance to the community, to businesses, and to individual travelers. Think Innovatively — Vanpool programs need to continually adapt to the current environment. The Front Range of Colorado has changed significantly in recent years — inter -regional commute patterns that were once dominated by the Denver metropolitan area now have cross -commute tendencies, especially accessing large employers along the Harmony corridor. This effort will need to have an innovative and unique approach, in order to build upon the opportunities offered to the program and avoid traps set by inaction. A recognized strength of our firm is our understanding of the changing environment and our ability to inject innovative new ideas and concepts for consideration. URBANTRANS CONSULTANTS � 1.._LR 6T : SECTION 2: PROJECT ORGANIZATION AND MANAGEMENT PROJECT ORGANIZATION The individuals that make up this UrbanTrans proposal have established a well-earned reputation in Colorado and nationally for designing and implementing vanpool and TDM programs that work. Our staff members are respected throughout the country for their professionalism, innovation, and above all, their track record of hard work and honesty. The UrbanTrans proposal includes the following individuals, all of whom can be called upon to serve on this project: • Stuart Anderson, President • David Ungemah, Director of Research and Analysis • Kevin Luten, Planning Director • Joddie Gray, Planning Manager • Justin Schor, Manager of Program Development • Tanisha Hall, Senior Planner • Debbie Driver, Senior Planner • Fox Chung, Marketing Specialist & Graphic Designer • Vamsee Konda, GIS Specialist • Jessica Hindman, Financial Specialist • Micha Stone, Outreach Specialist PROJECT MANAGEMENT Our staff members are assigned to each task with consideration to staff members' skills, experience, and availability. Each core task element is assigned one staff leader, based upon the right experience for that role. The overall project manager will be responsible for managing activities and ensuring timely results. Proiect Director David Ungemah, Director of Research and Analysis, will serve as Project Director. David will supervise all task leaders and will communicate activities directly to the client. David has experience in managing projects both large and small, including those with numerous staff members and subcontractors. His commitment to the project will be one-third of his total available time during the course of the contract — making this effort a project priority. David is a leader that focuses on innovation, while ensuring top quality work and measurable results. He has been involved in TDM activities in the Front Range of Colorado for over seven years and is committed to both the success of the VanGo program and long-term sustainability of NFRMPO and its various partners. U12BAN1ri2ANS CONSULTANTS Task Leadership The role of a Task Leader is to direct activities defined for each project element and task. The Task Leaders assist the Project Director by providing tailored and specific experience in their areas of expertise, ensuring cost control and quality results. All Task Leaders will coordinate directly with the Project Director. The following is a list of the designated Task Leaders and areas of expertise: • Stuart Anderson, Vision Planning. Stuart has advised almost all TDM service providers in Colorado at one time or another in the past ten years, including the North Front Range Transportation and Air Quality Planning Council, the City of Fort Collins, the City of Greeley, and City of Loveland. Recently, he has continued to advise the Denver Regional Council of Governments on interregional cooperation issues, of which vanpools are a clear component. • Kevin Luten, Vanpool Implementation and Operations. Based upon his current project and task management of the miniPool vanpool service in Houston, Kevin has experience in forming vanpools and understanding how to strengthen the network of partner organizations in placing vanpool riders. He has been directly involved in the planning and development of strategic vanpool services in order to accomplish measurable performance targets. • Justin Schor, Marketing and Outreach. Justin has directed regional employer and residential outreach programs and has significant experience in coordinating large technical assistance and marketing initiatives. As the previous Regional TDM Manager for the Las Vegas metropolitan area, Justin has practical knowledge and demonstrable success in developing strategic vanpool marketing programs. • David Ungemah, Evaluation and Market Research. In addition to Project Director, David offers strong skills in tracking and evaluation for both reporting and market research. It is anticipated that national and local research will be a component of developing a current and fresh strategic plan. UR13ANT:2ANS CONSULTANTS SECTION 3: RESPONSIBILITIES AND QUALIFICATIONS STAFF RESPONSIBILITIES The varied skills and seasoned experience of staff members are essential to timely project fulfillment. Skills needed for this strategic planning effort include visioning, business planning, marketing, organizational development, evaluation, and research. UrbanTrans offers all the skills and experience to not only complete all the requirements of this project, but to exceed expectations. Our staff team offers six national and regional leaders in their specific areas of expertise: • David Ungemah — National TDM evaluation and market research expert with strong project management and local experience • Stuart Anderson — Internationally recognized TDM expert, with complete immersion in vanpool policy, implementation, and coordination topics. • Kevin Luten — Vanpool policy and implementation expert, with recent expertise in implementing new vanpools for the Houston region • Justin Schor — Marketing and outreach expert with recognized experience in incentive programs, special event planning, and transportation marketing initiatives. All staff members are identified in the following pages and shown in the organization chart below. I I I I I I I I URBANTRANS ---------------------- URE3ANTRANS CONSULTANTS eMM e,I rA l.AhTIIE $a �'UZDI„. .� %f t,r :3i (�),Ij g .Y.R.L .33 t.1..j URBANTRANS QUALIFICATIONS UrbanTrans Consultants, Inc. (UrbanTrans) is an urban and URBANTRANS transportation services firm with offices in Denver, Atlanta, Seattle, and Washington (DC). UrbanTrans specializes in innovative customer -based transportation planning and market research including the development and analysis of multi - modal transportation plans and programs, market research in transportation, and stakeholder involvement. Clients include public agencies, commercial developers, special-purpose districts, employers and Transportation Management Associations (TMAs). UrbanTrans offers clients a unique combination of specialized knowledge and broad -based, national experience in designing innovative multi -modal transportation programs. UrbanTrans specializes in the development, administration, marketing and evaluation of multi -modal programs, leveraging the best advantages of all modes of travel; the design and performance of public- and private -sector outreach programs and services; program development and assessment for transit providers, rideshare agencies, and Transportation Management Associations (TMAs); and educational and training programs for organizations and individuals. UrbanTrans has provided extensive and ongoing program support to a variety of multi -modal transportation programs, particularly those involving TDM in the context of comprehensive transportation services. Our team of specialists for the North Front Range MPO includes: Name 1 Program Review 2 Vision Planning TASK 3 Market Research 4 Operations / Financial 5 Plan Development The following are overviews of representative staff members for NFRMPO. Additional staff will be available as the need arises. KEY STAFF URBANTRANS CONSULTANTS David Ungemah, Director of Research and Analysis Mr. Ungemah has ten years of experience in technical analysis and alternative transportation development. Mr. Ungemah is a national expert on the use of innovative, market -based transportation solutions for mitigating congestion and maximizing infrastructure investments. He has assisted the North Front Range throughout the past seven years, including the SmartTrips business and strategic plan and CMAQ assistance to the North Front Range MPO. URBANTR^NS CONSULTANTS Most recently, Mr. Ungemah led the development of an internet-based transit and vanpool mapping service for Commuter Club in Atlanta, GA. He assisted the City of Boulder in advancing its array of alternative transportation and transit strategies in the award -winning Transportation Master Plan, of which includes an aggressive vanpool component. Mr. Ungemah has helped refine and enhance TDM services throughout Colorado, including the I-70 Mountain Corridor (Colorado DOT), City of Glenwood Springs, City and County of Denver, and City of Colorado Springs. Mr. Ungemah has managed the data collection, analysis, and strategic planning for TDM projects, including: Denver Regional Council of Governments (Denver), Commuter Club (Atlanta, GA), Houston Galveston Area Council (Houston), and Colorado Department of Transportation (Denver, CO). Mr. Ungemah is a member of the Transportation Research Board's TDM Subcommittee, Value Pricing Subcommittee, and the Managed Lanes Joint Subcommittee, the American Planning Association, Institute of Transportation Engineers, ENO Foundation Transportation Leadership Fellow, Association for Commuter Transportation, and the Mensa Society. EDUCATION • MP, Urban Planning, University of Minnesota • BA, Political Science, University of Colorado Stuart Anderson, President Mr. Anderson has seventeen years of experience in developing and implementing successful transportation strategies internationally, and has a reputation for facilitating effective partnerships between transportation service providers, brokers, employers, and commuters. He has conducted collaborative planning efforts for the development of transportation plans and programs for communities in Colorado, California, Texas, Oregon, Georgia, Canada, Thailand and the Republic of China. Mr. Anderson has extensive national and international experience in Transportation Management Association (TMA) feasibility assessment, program development and service implementation. Mr. Anderson has operated shuttle programs and conducted peer analyses of vanpool programs. He is a member of the American Planning Association, the Institute of Transportation Engineers and the Association for Commuter Transportation. Mr. Anderson previously served as the Executive Director of the Association for Commuter Transportation (ACT). Mr. Anderson has an extensive history working with TDM stakeholders in the North Front Range, and has a vested interest in seeing its success continue into the future. He has worked for both the regional and local SmartTrips programs, and has continued to assist TDM efforts through the Colorado Department of Transportation. UFMANTRANS CONSULTANTS —qw krmg�('t utn' io EDUCATION • MP, Urban and Regional Planning, University of Southern California • BS, Business Finance, Brigham Young University Kevin Luten, Planning Director Mr. Luten is the Planning Director for UrbanTrans Consultants, heading the Washington, DC, office of the firm. He is a transportation planner specializing in multi -modal transportation planning, transportation demand management (TDM) programs and policies, organizational development and strategic planning, and targeted public involvement and market research. Currently, Mr. Luten is serving as Deputy Project Manager on a three-year, multi -million dollar project designed to demonstrate the effectiveness of using 7 — 8 passenger vanpools in four major corridors of the Houston -Galveston region. This efforts includes tailoring marketing materials to support vanpool sales teams, and, the development of partnerships with key community, business, and residential groups. Mr. Luten has led a wide array of transportation projects for a diverse base of clients, including the Colorado Department of Transportation, Federal Highway Administration (FHWA), Houston - Galveston Area Council, and numerous Transportation Management Associations and Business Improvement Districts in Atlanta, Denver, Houston, Seattle, and Washington, DC. Mr. Luten served as the Assistant Director of the Association for Commuter Transportation (ACT) from January 2001 — June 2004, where he led ACT's legislative activities focusing on the pending reauthorization of the Transportation Equity Act for the 21st Century (TEA-21). He currently serves as the Editor of ACT's quarterly publication TDM Review. He is a member of ACT, the Urban Land Institute, and the International Downtown Association. EDUCATION • MURP, Urban and Regional Planning, University of Colorado at Denver • BA, University of Colorado at Boulder Justin Schor, Manager of Program Development Mr. Schor is the Manager of Program Development for UrbanTrans Consultants and is based out of the firm's Washington, DC office. Mr. Schor has more than 10 years experience in transportation demand management (TDM) with expertise in Transportation Management Association (TMA) operations, as well as employer outreach and rideshare program development. To assist in the efficient implementation and evaluation of TDM programs and strategies, Mr. Schor has developed and implemented customized databases and tracking programs, making use of the most recent technology available. Mr. Schor was the TDM program manager for ClubRide Commuter Services in Las Vegas, NV. Under his direction, he grew the regional rideshared program from start-up in 1999 to over 7,000 participants in 2003. Mr. Schor has been an active member of the Association for Commuter Transportation (ACT) since 1995 and is a member of Institute for Transportation Engineers (ITE). EDUCATION • MRP, Regional Planning, University of Pennsylvania • BS, Urban and Regional Studies, Cornell University URBANTRANS CONSULTANTS ;