Contact: Lionel Newman, ext 6051

1. Summary

1.1 Members may recall an oral report received at the meeting on 9 November 2001, summarising progress on the County Council's partnership in a three year European Community project for `Travel Awareness, Publicity and Education supporting a Sustainable Strategy in Europe' (TAPESTRY).

1.2 The purpose of this report is to explain progress on the TAPESTRY project since November 2001 and to inform Members of future developments. Stage 1 of the `before' monitoring and evaluation of the study area has been completed and work is about to start on Stage 2 of the project, which involves various focus group meetings with members of the local community and key stakeholders.

2. Background

2.1 TAPESTRY is a major European research and development initiative that includes partners from most EU Member States and some Accession countries. The objective of the project is to increase knowledge and understanding of effective communication programmes to support sustainable transport policies and encourage sustainable travel behaviour in Europe.

2.2 The aim of TAPESTRY is to build on Central Hampshire Rural Transport Strategy (CHARTS) policy initiatives to explore how to make greater use of existing rural transport services and to investigate opportunities for new transport initiatives.

3. Development of the TAPESTRY Case Study

3.1 There are three discrete stages of work in this project:

(i) Stage 1 provides `before' monitoring and evaluation of travel behaviour, public transport provision and perceptions of marketing and public transport in the study area.

(ii) Stage 2 includes the development and implementation of `interactive' marketing initiatives and more in-depth analysis of main issues and requirements in the study area.

(iii) Stage 3 consists of `after' monitoring to evaluate the impact of the TAPESTRY project and implemented marketing measures.

3.2 Stage 1 of the project concluded at the beginning of February 2002. In this stage thorough quantitative and qualitative `before' monitoring and evaluation was carried out by the County Council. This research included full classified traffic counts, cycle flows, pedestrian flows, bus patronage information covering all bus services and bus punctuality information. Results of the quantitative 'before' monitoring study are summarised in Appendices 1 and 2. Qualitative research was also carried out to ascertain perceptions of rural public transport and environmental issues, and information on travel behaviour. The key findings from the qualitative 'before monitoring' study are summarised in Appendix 3.

3.3 Stage 2 of the project started at the beginning of March 2002. The `interactive' marketing approach involves rural communities and key stakeholders playing a central role in developing marketing campaigns and communicating information about service provision. The marketing initiatives will be designed to promote sustainable travel in a rural setting and, in particular, will aim to encourage greater use of existing bus services.

3.4 The campaigns will be developed through a series of meetings, to be held in the local community, with a network of local groups and key stakeholders.

3.5 The villages within the study area will be formed into three larger groups, with each cluster holding a series of focus group meetings. The cluster groups are as follows:

(i) Cluster 1: Cheriton, Bramdean, West Meon

(ii) Cluster 2: Upper Farringdon, Newton Valence, Selborne, East Tisted

(iii) Cluster 3: Hawkley, Liss, Steep

3.6 Members of the cluster groups include residents from each village and also representatives from local businesses and services, such as schools, Post Offices, medical centres and public houses.

3.7 Members of the stakeholder group include County, District and Parish Councillors, officers from Hampshire County Council, East Hampshire District Council and Winchester City Council, representatives from bus companies, cycling organisations, Police, the Countryside Agency and educational establishments.

3.8 Meetings will take place between March and June. The first stakeholder meeting took place at East Hampshire District Council offices on 4 March, and the community/residents meeting at Petersfield Town Hall on 7 March. They are being facilitated by Alison Millward, an independent specialist in communication and community projects.

3.9 Marketing initiatives for public transport will be developed and designed through focus group discussions with members of the local community in each cluster. These focus group meetings will act as a forum for changing attitudes to bus use and transmitting information about service provision. The networks may also identify needs for new or modified patterns of bus service provision.

3.10 Meetings will take place with key stakeholders, either with or in parallel to cluster group meetings. The main aims of the forum are to act as a sounding board for initiatives emerging through the cluster groups and to provide advice and guidance as appropriate.

3.11 The meetings held between March and June will be used to identify, develop and then finalise initiatives for the study area. Implementation of these initiatives will begin immediately following these meetings and will be carried out through the summer of 2002. There is also scope for further amendments or additions to these initiatives, should any be identified following implementation and initial assessment.

3.12 Stage 3 involves `after' monitoring to evaluate the impact of the interactive marketing initiatives.

4. Scope of the Study

4.1 The target audience for the study are those living within the study area, who are either most dependent on public transport, such as the elderly, non-car drivers, young people, or those who are most likely to change their travel behaviour, such as `green professionals'.

Recommendation

That Members note the progress on the TAPESTRY project and that further reports will be submitted in future.

7025/LIN

APPENDIX 1

MANUAL CLASSIFIED COUNTS - 12 HOUR (0700-1900) TWO WAY VOLUMES

AUGUST 2001 (SCHOOL HOLIDAY) WEEKDAY/WEEKEND AND

SEPTEMBER/OCTOBER 2001 (SCHOOL TERM) WEEKDAY/WEEKEND

VILLAGES: CLUSTER 1

* roadworks in village.

VILLAGES: CLUSTER 2

VILLAGES: CLUSTER 3

APPENDIX 2

BUS PASSENGERS BOARDING/ALIGHTING - 12 HOUR (0700-1900)

AND SELECTED CAR/CYCLE PARKING

AUGUST 2001 (SCHOOL HOLIDAY) WEEKDAY/WEEKEND AND

SEPTEMBER 2001 (SCHOOL TERM) WEEKDAY/WEEKEND

VILLAGES: CLUSTER 1

VILLAGES: CLUSTER 2

SELBORNE

CAR PARKING

		Craft Centre		Museum		Selborne Arms
		Av	Max	Av	Max	Av	Max
Wed	Aug	6	7	20	37	3	6
Sat	Aug	6	7	26	51	3	6
Wed	Sep	6	7	9	20	3	7
Sat	Sep	7	7	15	46	4	7

VILLAGES: CLUSTER 3

PARKING

CAR/CYCLES

LISS RAILWAY STATION

		Cars		Cycles
		Av	Max	Av	Max
Wed	Aug	19	26	-	-
Sat	Aug	10	17	-	-
Wed	Sep	22	27	8	8
Sat	Sep	6	11	7	7

APPENDIX 3

Key Findings from the qualitative 'before' Monitoring Study

Current Travel Patterns

· 95% frequently travel (once a week or more) by car

· 8% frequently travel by bus, mainly younger and older residents

· reliability most important factor when deciding how to make journey

· good image perceived as least important factor

· car travel perceived as most convenient mode of travel, bus considered safest

Perceptions of Public Transport

· 75% considered that public transport was unreliable, infrequent and expensive

· 92% felt that public transport should be improved in the rural areas

Perceptions of Public Transport Information Provision

· current timetable information very useful

· would like real-time information introduced

Awareness of Transport Issues

· approximately 70% agree something should be done to reduce cars in the area

· 75% considered volume and speed of traffic a problem

· 50% thought traffic should be restricted on certain roads

· approximately 20% agreed traffic emissions were contributing to ill health, and 60% that they were harming the environment

· less than 50% would reduce car use to safeguard the environment

Attitudes to Modal Change

· less than 10% would definitely/probably stop using their car if friend did

· 60% suggested they would use their car less if public transport improved

· approximately 50% felt that more frequent and improved services were needed to encourage residents to use their car less

· only 2% stated they would 'definitely reduce' their future car use

Impact of Transport on Villages

· 66% of residents perceived isolation and remoteness of village a problem and that improvements to public transport would benefit services and facilities in local villages

· almost 66% are prepared to take part in further consultation on transport issues