Case Study
Marketing and Measures case study: Loampit Vale Mixed Use development
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Marketing and Measures case study: Loampit Vale Mixed Use development
Marketing and Measures case study: Loampit
Vale Mixed Use development
This Case Study is a good example of Marketing and Measures for a mixeduse site.
A travel plan was prepared to accompany the planning application for a proposed
development at Loampit Vale in Lewisham which comprised 791 residential
units, a leisure centre and commercial land use. The proposals aspire to provide
an ‘exemplar’ sustainable development, with the travel plan setting out robust
measures and marketing initiatives. The document consistently refers back to
Transport for London’s documents “Guidance for Residential Travel Planning in
London” and “Guidance for Work Place Travel Planning for Development”.
Given this is a mixed-use site, the residential and the leisure/commercial
developments have initiatives and targets tailored to their specific uses. The
travel plan pledges that within three months of opening (the first dwelling being
occupied or the leisure aspect opening, which ever comes first) a travel survey
will take place, which will result in the relevant targets for the travel plan being
finalised.
Marketing initiatives identified in the travel plan include:
• Provision of a site-wide document enables the travel plan to become a brand
across the site which will in turn be familiar to all users. The branding will be
kept consistent in colours, signage and symbols.
• The travel plan will be made highly visible to potential buyers, with a travel
section set up in the show homes of the site.
• Promotional posters and information will be tailored to those interested in
health and fitness, and will, for example, highlight the number of calories burnt
in a 40 minute walk.
• Leaflet-drops will provide updates to residents on the achievements of
the travel plan and will highlight any newly-introduced measures, including
promotion of area or nation-wide promotions.
• A points system will be considered, whereby staff and visitors of the leisure
centre can earn points if they arrive in a sustainable way (e.g. a free
swimming session or entry into a prize draw).
• A webpage dedicated to travel to and from the site will be set up, with travel
plan information communicated and the opportunity to register for electronic
updates via email, including a prize draw incentive.
• A travel pack will be disseminated, which will include locations of: cycle
parking, cycle routes, public transport, car clubs, electric car charging points,
details of cycle training, an offer of Personalised Travel Planning from the Travel
Plan Coordinator (TPC), a feedback form and the website address.
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Marketing and Measures case study: Loampit Vale Mixed Use development
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Measures identified in the travel plan include:
• A well designed site which makes walking easy and enjoyable, with signage to
encourage permeability.
• Cycling measures including secure, well lit cycle parking (one per unit in the
residential element and 78 for the leisure/commercial element) and information
in the travel pack and website about cycling lessons, events, cycling routes,
discounts and facilities.
• Motorcycle use is encouraged, with at least five designated spaces for each of
the residential and leisure/commercial elements.
• A car sharing database set up for the residential element, with incentives in
the travel pack to register, such as a voucher. For the leisure element, efforts will
be made to tailor staff shift patterns using postcode data, so that people who
wish to use the car could travel to work together.
• The developer has committed to provide £20,000 towards the provision of
DAISY, which is a real time information system used by the DLR.
• Interest free travel loans will be offered to all staff on commencement of
employment.
• Car parking is restrained to 0.16 spaces per dwelling, reflecting the good
accessibility of the site.
• A car club will be funded by the developer, with eight spaces available in the
development. Residents will have the opportunity to apply for one year’s free
membership via a form in the Travel Pack.
• Charging points for electric cars will be made available and promoted in the
Travel Pack and on site notice boards.
• In the residential development, an internet connection will be made available in
each room, and home working and internet shopping will be promoted and
explained in the Travel Packs.
• A visitor pack will be available on the website, leisure centre counter tops and
upon request.
Targets
Although final targets have not been set because the end occupiers are unknown,
detailed action targets have been set (each with a responsibility and timescale).
Aim-type targets have been set from the Transport Assessment, which will be
revisited when the first surveys are undertaken within three months of the first
occupied dwelling or within three months of the opening of the leisure centre,
whichever comes first. Further targets are set including a percentage increase
in knowledge of the travel plan, use of grocery shop delivery services and in
the ownership of bicycles (all percentage targets to be determined by the initial
surveys).
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Marketing and Measures case study: Loampit Vale Mixed Use development
Monitoring
A third party company will undertake monitoring of the site, with a survey
compliant with TRAVL and iTrace. The first set of surveys will be undertaken
within three months of the first dwelling being occupied or the leisure aspect
opening, which ever comes first. Questions will also be included relating to the
target of increased usage of home delivery services for food shopping and the
uptake in bicycle ownership.
Monitoring will continue every two years up to Year 5, unless the targets are not
met, in which case new objectives, targets and appropriate remedial measures
will be set (e.g. awareness campaigns and reallocation of car parking spaces) and
a new five year cycle will begin. The site will also undertake snap shots surveys
on a more frequent basis, every year. These will entail questionnaire or interview
surveys and car park beat surveys.
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