The University's Department of Parking and Transportation today unveils its contracted program with NuRide, an online firm that allows registered users to receive awards for using environmentally friendly transportation options. Although bringing this concept to the University is admirable, the program carries a fairly hefty price tag of $16,000 - no small change when one considers the economic challenges currently facing the University.
NuRide's reward system allows individuals to earn points for logging in miles they spend using "green" transportation, such as carpooling or biking. But the discounts and coupons offered are not likely to entice students to become members and manually log miles to earn points online.
Parking and Transportation Director Rebecca White said the department signed the contract with NuRide after considering two similar services, but NuRide's incentive-based reward system was the major draw. The mechanism for reporting mileage, however, seems flawed. First, there is no apparent verification system, which subjects the program to abuse. Second, the manual logging system is sufficiently inconvenient to deter a number of students from even considering the program. Furthermore, Parking and Transportation appears to have only modest plans to promote the initiative.
Considering the various other University transportation options, such as Zipcars, NuRide's $16,000 annual fee is a rather large bill to foot. About 28 percent of the department's budget comes from a comprehensive transportation fee charged to students.
Zipcars, on the other hand, do not cost the University a dime. The University pays no contract fee for the program, which allows users to check out a hybrid vehicle from six convenient locations on Grounds, White said. She added that students are charged for membership and hourly vehicle use. Moreover, Zipcars are parked outside first-year dormitories and other high-traffic areas, increasing the program's visibility. The $16,000 NuRide program, on the other hand, has no immediate publicity plans apart from tabling at Newcomb Hall for two hours today.
There are online alternatives to the program, as well. A Facebook group called "Hoo's Driving? Hoo's Riding?" is an unofficial bulletin board where students can post information about upcoming trips, thus encouraging carpooling and reducing students' carbon footprints. The Facebook group presents a straightforward platform for students to explore their transportation options and requires little effort. As of press time, the Facebook group has 1,567 members - and is completely free.
The NuRide program is a sizable commitment, and Parking and Transportation must work to ensure it is worth every penny. The department's plan includes a provision to encourage faculty and staff participation. Such an initative is thoughtful, as these groups are easier to access than students and drive more frequently. But if NuRide is to be marketed to students successfully, there must be a more comprehensive approach in place. For one, Parking and Transportation could push NuRide as a potentially safer and more legitimate option for ride-sharing than a Facebook discussion board. NuRide already has a disadvantage in spreading the word when compared with the organic self-promotion that Facebook groups can generate. NuRide's publicity campaign must tap into more than one medium to stir up comparable buzz among students.
The program has some potential to be successful, but the University also should not hesitate to explore other, more cost-efficient methods to encourage students to use transportation in an environmentally friendly way.
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