In the previous blog concerning economic development, I argued that carpooling plays an “unsung hero” role in economic development by facilitating face-to-face conversation between professionals in the same industry cluster. This is an internal opportunity to improve information exchange and coordination within our regional economy and industry structure. This blog extends that argument and asserts that there are also external opportunities, related to reputation and regional brand, for carpooling, vanpooling and transit to further contribute to our economic development.
The Roanoke Regional Partnership, through its RoanokeOutside.com site, has made great strides in positioning the region’s spectacular outdoor amenities in its regional economic development marketing mix. Likewise the Roanoke Valley Convention & Visitors Bureau touts outdoor adventures as part of its tourism marketing message. Clearly, the natural environment and outdoor amenities are key to our regional reputation and our regional brand.
There is one cloud on the horizon that could tarnish our external reputation (external brand) and set back our recent progress. We could become air-quality non-attainment, with regards to federal standards, for ground level Ozone. It is important to note that our regional air-quality has consistently improved since the late 1990s. However, the federal standards have gotten progressively stricter over time. The national standard is up for a new review this year.
The last time that we were in danger of becoming non-attainment, the local governments entered into a voluntary program to reduce emissions that was successful in keeping us in attainment. This time the private sector can pro-actively join in and voluntarily help reduce vehicle emissions through carpooling, vanpooling or transit. If we become air-quality non-attainment it will hurt our reputation, brand and regional economy, through increased state level emissions regulation. Our clear regional strategy is to proactively ensure that our air remains clean enough to meet the new standard.
There are three simple actions that you can do to help us avoid losing our regional brand equity:
- Sign up for RIDE Solutions and carpool, bike, walk or take the bus to work at least one time a week, and become eligible for the Guaranteed Ride Home program in case of emergency.
- Refer the HR Department at your work to the RIDE Solutions Workplace (free) program.
- If you are already a RIDE Solutions Workplace refer one of your suppliers, partners or customers to RIDE Solutions so that we can get that industry cluster based communication benefit that was the subject of the first blog.
It is that simple. Together we can have clean air and avoid becoming non-attainment.