Analysis of Key Employee Demographic and Special Relationships Impacting Commutes

September 14, 2011Nathan Byerly

Analysis of Key Employee Demographic and Special

Relationships Impacting Commutes

GIS in Public Transportation 2011| Slide 2 | September 14, 2011

Overview

• Program background and drivers

• Service area• Employee density• Distance analysis• Demographic trends• Route profile• Proposed decision making

criteria• Q&A


Genentech in South San Francisco• Founded in 1976, Genentech

invented the Biotechnology industry

• 200 acre campus in South San Francisco, CA

• 4.5 million square feet of office, lab and manufacturing space

• Average daily population of ~10,000 employees

• Most employees live in San Francisco and San Mateo counties

County EmployeesSan Mateo County 44.97%San Francisco County 30.95%Alameda County 10.58%Contra Costa County 5.91%Santa Clara County 5.56%Solano County 1.72%Napa County 0.22%Monterey County 0.08%


Business Drivers

• Recruitment, Retention, Quality of Life

• Productivity Enabler

• Carbon Footprint

• Parking, Master Plan and Capital Expense


gRide Today

• 3,200 out of 9,500 employees are active gRide users/members

• $2-4 per day cash incentive• $4 per rider per day for drivers• $120 Transit and Vanpool Subsidy• 16 GenenBus routes - 30 Motorcoaches - Over

600,000 riders in 2010• Over 65,000 web page views per month• B-Cycle BikeShare• Hertz Connect CarShare


Service Area

• 30 GenenBuses serving 16 direct and transit shuttle routes with over 3,000 riders per day

• Direct routes focus on areas with poor or no public transportation, high density neighborhoods in San Francisco, long, arduous commutes, and expensive bridge tolls


Employee density

• Density focused in San Francisco and San Mateo counties

• 75% of employees live within 20 miles of SSF campus


Overall participation by route

• Routes with high utilization tend to be in San Francisco and the East Bay

• Non-participants tend to live close to the SSF campus and have very short commutes

1 Mile 3 Mile 5 Mile 10 Mile 1 Mile 3 Mile 5 Mile 10 MileChurch & Market 3.76% 25.96% 26.11% 10.08% 74.04% 73.89%Cupertino 0.00% 4.18% 10.55% 22.91% 21.88% 1.45% 19.09% 36.73% 77.09% 78.12%Freemont/Union City/Newark 7.44% 17.98% 36.95% 52.46% 55.49% 2.46% 11.82% 26.11% 47.54% 44.51%Castro Valley / Hayward 9.60% 11.71% 17.80% 42.20% 39.95% 2.68% 18.78% 32.93% 57.80% 60.05%I-80 6.45% 3.92% 18.87% 28.92% 31.80% 0.00% 11.27% 30.64% 71.08% 68.20%Los Gatos / Palo Alto 0.85% 4.19% 10.86% 24.55% 26.69% 0.45% 9.05% 24.10% 75.45% 73.31%Marina Pac Hts 14.63% 27.78% 32.38% 16.35% 72.22% 67.62%Noe Valley 5.00% 23.02% 21.01% 28.38% 76.98% 78.99%Orinda / Plesant Hill 0.92% 4.61% 12.73% 28.41% 33.20% 0.74% 4.43% 17.16% 71.59% 66.80%SOMA 9.37% 33.82% 33.18% 20.80% 66.18% 66.82%Danville / San Ramon 2.33% 12.83% 25.36% 59.77% 62.09% 1.17% 6.71% 13.12% 40.23% 37.91%

gRide Non gRide


Commute time distance comparison

• Commute time is similar for participants and non-participants

• Drive distance follows a similar pattern for participants and non-participants

County Ave. Drive Time Ave. Drive DistMonterey County - -Napa County 192.35 63.27Solano County 103.57 47.75Contra Costa County 103.16 37.87Alameda County 82.78 31.77Santa Clara County 75.38 29.28San Mateo County 46.45 12.25San Francisco County 44.18 10.17

Overall Ave. 92.55 33.20

gRide South San Francisco Participants

County Ave. Drive Time Ave. Drive DistMonterey County 212.64 88.61Napa County 116.41 46.56Solano County 103.87 48.41Contra Costa County 100.19 37.46Alameda County 75.44 28.05Santa Clara County 72.59 27.80San Mateo County 47.99 10.62San Francisco County 45.06 9.53

Overall Ave. 96.77 37.13

Non-gRide South San Francisco ParticipantsCounty EmployeesSan Mateo County 44.97%San Francisco County 30.95%Alameda County 10.58%Contra Costa County 5.91%Santa Clara County 5.56%Solano County 1.72%Napa County 0.22%Monterey County 0.08%


Tapestry segmentation

• Tapestry segmentation is very similar for both groups

• Non-riders do not share International Marketplace, Pleasant-Ville, or Top Rung

• Riders do not share Enterprising Professionals, Suburban Splendor, or Boomburbs

gRideTapestry GroupEnterprising Professionals 0.70%Suburban Splendor 1.02%Wealthy Seaboard Suburbs 1.06%Boomburbs 1.70%Connoisseurs 1.80%Metro Renters 1.90%Trendsetters 2.43%Pacific Heights 2.49%Urban Chic 3.34%Laptops & Lattes 5.19%

non-gRideTapestry GroupInternational Marketplace 1.37%Pleasant-Ville 1.70%Top Rung 2.23%Metro Renters 2.82%Wealthy Seaboard Suburbs 3.94%Connoisseurs 6.00%Trendsetters 6.02%Urban Chic 13.30%Laptops & Lattes 14.26%Pacific Heights 15.50%


Tapestry segmentation attributes

Pacific Heights Laptops & Lattes Urban Chic• Upscale

neighborhoods in Pacific coast cities

• Primarily married couples w/- children

• College educated• Dual income• Median home value

$470K

• Major metro areas like SF

• Single or with roommate

• Cosmopolitan and hip

• College educated• Median home value

$634K

• Sophisticated exclusive lifestyles

• Married couple families

• Well-educated• Dual income• Median home value

$536K


Cupertino route analysis• Drive time average 77 min.• Average drive distance 31 miles• Employees on this route tend to be

have more IT related jobs• Active users tend to be clustered• Both users and non users share the

same top five tapestry groups

Cupertino nonridersTapestry GroupEnterprising Professionals 9.78%Trendsetters 14.86%Laptops & Lates 15.22%Urban Chic 18.48%Connoisseurs 19.20%

Cupertino gRidersTapestry GroupEnterprising Professionals 10.71%Trendsetters 16.43%Laptops & Lates 17.86%Urban Chic 17.86%Connoisseurs 20.00%


Decision making criteria

• Drive time• Drive distance• Special corridor conditions• Segmentation attributes

• Wild cards


Q&A

Documents

Analysis of Key Employee Demographic and Special Relationships Impacting Commutes