On the 11 July 2013 Vernon Everitt Managing Director, Customer Experience, Marketing & Communications at Transport for London gave a presentation to the UK Network Management Board. Vernon outlined what TfL did in travel demand management for the 2012 Olympics, what they had learnt and how these lessons could be applied more widely.
Vernon ran a presentation that demonstrated a user’s experiences of two journeys for getting to an Olympic venue – the first one by public transport, the second on the road network.
Travel Demand Management - Olympic Legacy [please note some content is missing as video content shown at the meeting is not available here]
Public transport – the first thing that was issued to the customer was a travel ticket in advance of the event meaning that there was no need to queue up on the day of the event. There were lots of visible Olympics helpers on hand to give out material (18m maps were distributed). Improving the understanding of London’s geography was a legacy benefit. There was lots of information on accessibility issues for venues. Furthermore hotspot messaging – informing people to avoid busy periods assisted with taking the pressure of peak periods. Further information was provided on tube carriages. The use of magenta as a colour was selected (as opposed to yellow which might imply an emergency) helped people identify Olympics helpers. The continuity of the colour used throughout the messaging for Olympics events helped people identify easily with the information.
Key points: seamless information/ticketing/signage
Road network – the Olympics Lanes and the Olympic Route Network were in operation only when needed and were suspended on occasions using VMS. The aim was to be open and transparent about the lane closures. The suspension of planned road works during the Olympics period helped. Traffic signalling was managed to smooth traffic flows. VMS signage was used to highlight when the ORN was open to general use (60-70% of the time). There was also a proportionate response/view of enforcement issues.