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BWC Spotlight: Hacienda, Pleasanton, CA

Currently Haceinda is home to 4,000 residents, 550 business and approximately 17,500 employees with future projections of double these numbers.   In additional to residential, Hacienda houses multiple industries including business services, biomedical, health, retail trade and advanced manufacturing.

Hacienda panorama

A regional traffic study was conducted to determine the effect that the Hacienda development would have on the volume of traffic and pattern of travel in Pleasanton and its three neighboring cities. A prime conclusion of the study was that peak-hour vehicle trips would have to be reduced by 45 percent in order to keep traffic volumes within reasonable levels. Based on the study recommendations, a Transportation Systems Management (TSM)   program involving traffic signal additions and controls as well as demand management strategies would be implemented for the efficient use of the existing and proposed transportation network.   Hacienda agreed to form and operate a traffic mitigation program and add Covenants, Conditions, and restrictions  (CC&R) requirements to all buyer contracts and in turn to tenant leases, thus ensuring all employers at the park would participate.

Pleasanton, for its part, adopted an ordinance which requires that employers with greater than fifty employees design trip reduction programs to achieve two goals:

1.     Limit commuter traffic to 55% of the level that would be generated if all commuter trips were made by solo drivers at peak hours.
2.     Meet local average vehicle ridership targets set by the Bay Area Air Quality Management District. In 1995, the mandatory nature of these programs was withdrawn from the city ordinance and replaced with a voluntary program.

James Paxson, the General Manager of Hacienda reports that the Transportation Services program continues to act as a centralized means by which businesses on the park can conveniently meet employee demands for transportation alternatives. The services consist of Hacienda’s coordination of transportation alternatives and an informational program. All employees are eligible to take part in the various benefits that are provided including: free transit pass, transit promotional incentives, preferential parking for carpools/vanpools, ride-matching (through the Regional Rideshare Agency), car-sharing, biking and pedestrian amenities, a Guaranteed Ride Home program and personalized commute assistance.

James paxson

 James Paxson, General Manager, Hacienda

“We use a variety of means to market our program. These include: our park newsletter, e-mail, social media, events, business contacts and creative outreach programs (in collaboration with regional agencies),” said James, “Messages are crafted in a variety of ways but are designed to reinforce one another and to emphasize the overall concept that Hacienda’s transportation alternative programs enhance an employee’s opportunities for choice, flexibility and cost savings.”

James offered marketing tips, “Our approach to developing program materials and conducting outreach is to make information as accessible as possible to individuals (as opposed to businesses or groups) and to invite interaction if a conversation is needed to help someone arrive at the best solution to fit their situation. We strongly believe that we have to orient our programs to address a variety of needs and are always cognizant that our programs must serve people who have diverse lives and circumstances in order to be effective. This is why we focus not only on developing a broad array of program options but also looking at how to connect those options with our community’s needs.”