Demonstrating Success and Accountability of Transportation Demand Management Programs through Performance Measures and Reporting

摘要

Transportation Demand Management (TDM) programs around the country have long contemplated thequestion, is there a right or wrong way of measuring and evaluating TDM programs? Furthermore,agreeing on the formulas, calculations and methodologies behind the examination of TDM results hasgenerated tremendous dialogue. One of the dilemmas researchers face is captured clearly by AlbertEinstein: "Not everything that counts can be counted; and not everything that can be counted counts." Asit turns out, sometimes the simplest answer is the best answer, and although survey methodologies may bethe best way to estimate and determine TDM program marketing effectiveness, direct performancemeasurement may be the best way to determine actual results of direct impacts.The purpose of this paper is to offer practical solutions for developing TDM programperformance measures and suggest options for practitioners to integrate measures into their programs onthe local, regional and state level. This paper will explore a variety of topics related to TDM programsincluding: the different ways that local, regional and state organizations are demonstrating results, thetailoring of results to a specific audience, the research supporting the current practices in TDMmeasurement, and recommendations for next steps for organizations interested in expanding theirdemonstration of TDM performance measures.