4. PROGRAM DESIGN 

This section describes the design of the program, the specific neighborhoods selected for study in each city, and the countermeasures that were implemented in each neighborhood. The neighborhoods were selected by traffic engineering and police representatives in each city. Countermeasures were proposed and designed by members of a study working group consisting of project staff and local traffic engineering and police personnel. Selections of countermeasures to be implemented in the various neighborhoods were made by city representatives. All print countermeasures were distributed on a CD-ROM so that city representatives could select the items of interest and adapt them as desired for each neighborhood.

4.1 Approach

The study involved the use of two cities and three neighborhoods within each. The goal was to implement a variety of countermeasures in three different environments – streets with pre-existing physical traffic calming; streets not scheduled for physical changes; and streets on which education and enforcement would be mounted along with roadway changes, such as speed humps, during the study period.

The adopted approach was not amenable to an experimental/comparison design because there would have been no reasonable way to select six comparison neighborhoods that were suitably matched with the selected experimental neighborhoods. In fact, as discussed below, the test areas were selected in part because they were unique or at least different from the norm with respect to interest in achieving speed reductions. Therefore, a longitudinal, pre/post study design was adopted. Baseline speed and knowledge/attitude measures were collected in each neighborhood before any countermeasures were started. One additional attitude/knowledge survey was conducted after countermeasure implementation. At least two additional post-initiation speed measurements were collected. On those test streets on which treatments were phased, up to two supplemental speed measurements were collected in order to assess the incremental effects of the added countermeasures.

4.2 Study Neighborhoods

As indicated previously, three neighborhoods/streets were selected for study in each city. The rationale for selection was fourfold. First, the location had to meet the requirements of the study, i.e., a road or neighborhood with existing traffic calming, planned calming during the study period or no planned engineering treatments for the foreseeable future. Second, the location had to be of interest to the cooperating city either because of a history of complaints or because of known speeding violations and previous unsuccessful efforts to curtail them. Third, the neighborhood had to have an active association or one or more vocal residents who would agree to spearhead the countermeasure efforts. Fourth, the neighborhood had to have pedestrian activity that could potentially be made safer by a reduction in vehicle speeds. Pedestrian crash counts were not used in the selection of neighborhoods because the expected numbers in any given neighborhood are quite small.

The areas selected for study in Phoenix were:

• Clarendon Avenue – Clarendon Avenue is an east/west 32-foot wide local street north of the downtown area of Phoenix . The Clarendon Avenue study segment runs from 24 th Street to 28 th Street , which is east of Central Avenue , the centerpoint of the city. It is approximately one-fourth of a mile in length and includes three existing speed humps. The posted speed is 25 mph, and there are 20 mph advisory signs posted with the speed hump warning signs. This segment is improved with rolled curbing and gutter¹. This is an older neighborhood with sporadic placement of sidewalks. Forty-two percent of the surrounding neighborhood population is Hispanic. The area residents are predominantly household renters (86%) in contrast to owners (14%). The neighborhood appears to be made up of low- to middle-income wage earners. The major concern among the residents was high speeds between the recently installed speed humps. They had requested that the city install additional humps on the assumption that the existing three were too far apart. Since Phoenix will not place humps closer than 500 feet apart in consideration of fire department response times, the city was interested in finding an alternative way to reduce speeds and placate the residents.
  
  
• Sweetwater Avenue – Sweetwater Avenue is an east/west 40-foot wide collector street in northeast Phoenix . The Sweetwater Avenue study segment encompasses the segment from 64 th Street to Scottsdale Road (the eastern extremity of Phoenix on its border with Scottsdale ) and is one mile in length. The posted speed limit is 30 mph. This segment is improved with vertical curbing and gutter, and there are striped on-street bike lanes which narrow each travel lane to a width of about 14 feet. Sidewalks are randomly placed in the one-mile segment. The area residents are predominantly household owners (93%) in contrast to renters (7%). The neighborhood appears to be made up of middle- to high-income wage earners. The study area contains an active homeowner's group that had been vociferously requesting traffic calming from the city to counter excessive speeding. The city could not install conventional engineering treatments on Sweetwater since it is a collector street and the treatments could have too much of a negative impact on fire department response times. The combined use of enforcement, education, and innovative markings was therefore an attractive alternative.
  
  
• Moon Valley / Coral Gables Area – The Moon Valley/Coral Gables neighborhood is on the northwest side of Phoenix . It is characterized by upscale homes and broad roadways that invite high speeds. The Coral Gables Drive study segment runs from Thunderbird Road to 7 th Street and is approximately 2-1/2 miles in length. The westernmost part runs essentially north and south and then turns due east to reach 7 th Street . Coral Gables is a 40-foot wide collector street with painted on-street bike lanes that narrow travel lanes to about 14 feet in each direction. The only stopping point is a three-way stop sign about midway at 7 th Avenue . The north/south and east/west segments of Coral Gables Drive were treated as separate segments for countermeasures and analysis. The posted speed limit is 30 mph except for a 15 mph zone at the eastern end that is in effect on school days on each approach to a school crosswalk. This segment is improved with vertical curbing, sidewalk, and gutter. The Moon Valley Drive study segment meanders north and east from Coral Gables Drive to Gleneagles Drive and is approximately 1-1/2 miles in length. As with Coral Gables Drive , the north/south and east/west portions of Moon Valley Drive were treated separately in the study. The posted speed is 25 mph. The street improvements on this segment include a mixture of vertical curbing or rolled curbing, sidewalk, and gutter. The area residents are predominantly household owners (95%) in contrast to renters (5%). This neighborhood has a highly organized homeowner's association.

The neighborhoods/roadways selected for study in Peoria were:

• 95 th Avenue – 95 th Avenue is a north/south thoroughfare. The 95 th Avenue study segment runs from Olive Avenue to Peoria Avenue and is one mile long. It is a straight two-lane, undivided roadway with a striped double-yellow centerline and marked bike lanes. The posted speed limit is 30 mph. The road width measures 28 feet from bike lane to bike lane. It is bordered on the east side by the Springer Ranch neighborhood with an organized homeowner's association. There are no houses directly fronting the east side of the avenue. Most of the subdivision is separated from the roadway by a wall, except at the southern end. The test segment is bordered on the west side by two developments. On the northern half of the west side, single-family homes in a retirement community back directly up to 95 th Avenue with unfenced yards. There is no wall separating the roadway from the back yards. On the southern half of the west side, there is a community with a mixture of duplex and single family homes. The area is middle class with generally retirees on the western side of 95 th Avenue and younger families on the eastern side. The straight, open vista provided by 95 th Avenue is conducive to speeding. Several vocal residents had requested action from the city and agreed to assist the project. This segment of 95 th Avenue is classified by the City of Peoria as a collector street.
  
  
• Desert Harbor/91 st Avenue ­ – Desert Harbor derives its name from the lake contained within the neighborhood. 91 st Avenue runs north/south alongside the lake and residential and semi-commercial areas. The 91 st Avenue study segment runs from Thunderbird Road to Greenway Road and is one mile long. The posted speed is 30 mph. It is a 78-foot wide, four-lane divided roadway (with a 28-foot landscaped center median) that runs through the Desert Harbor community. Desert Harbor has two layers of homeowner's associations. There are sub-associations for each cluster development and a larger homeowner's association that oversees the subdivisions in the entire community. Desert Harbor is a higher-end upper-class community with a combination of single-family homes and gated waterfront estates. No homes directly front on 91 st Avenue . There is an elementary school immediately north of the study area. The Desert Harbor associations are active and vocal and had been requesting actions against speeders for some time. This segment of 91 st Avenue is classified by the City of Peoria as an arterial roadway.
  
  
• Bell Park/84 th Avenue and 85 th Lane – Bell Park is an upper-middle class neighborhood in northern Peoria . The main roadway within the neighborhood is 84 th Avenue which connects to Bell Road , a major commercial arterial thoroughfare. The 84 th Avenue study segment runs from Bell Road to Grovers Road/Country Club Parkway and is approximately 2/3 mile long. Several homes and cul de sacs front on 84 th Avenue . There is an elementary school at the northern end. The avenue is very wide and experiences cut-through traffic and traffic from vehicle dealerships on Bell Road that use 84 th Avenue for test drives. The residents wanted vertical traffic calming treatments installed and were willing to execute all of the necessary petitions in time for an installation coincident with the study period. One of the side roads, 85 th Lane , running from Grovers Avenue to 84 th Avenue was also a test segment. It received three speed humps approximately one year before the Heed the Speed program began. Nevertheless, residents on 85 th Lane perceived that speeds were still too high and requested additional countermeasures. Since additional speed humps were not warranted, other study countermeasures had to be employed. The 84th Avenue segment is a two-lane, undivided facility with no centerline striping. From curb to curb, 84 th Avenue measures 48 feet and 85 th lane measures 38 feet. The posted speed on both roads is 25 mph. Both roadways are classified by the City of Peoria as local roadways. 84 th Avenue serves as a local collector.

Thus, there were actually 10 road segments addressed by the study as shown by the maps in Appendix E². Across these 10 road segments, all of the desired study conditions were present and replicated at least once:

• No physical traffic calming and none planned – Sweetwater Avenue , Coral Gables Drive (north/south segment), Coral Gables Drive (east/west segment), Moon Valley Drive (east/west segment), 91 st Avenue and 95 th Avenue .
  
  
• Traffic calming in place – 85 th Lane and Clarendon Avenue .
  
  
• No traffic calming but traffic calming planned during the study period – Moon Valley Drive (north/south segment) and 84 th Avenue .

4.3 Program Duration

The planning and preparation for the program began in early 2002 with the formation of a steering group and the development of materials as described below. A baseline set of evaluation measures was collected during October 2002. Countermeasure implementation commenced at the end of October. The planned active period for the countermeasures was three months. In actuality, the education and engineering efforts had no fixed end dates. The special enforcement program took place over a three-month period in Peoria . The enforcement effort in Phoenix was extended to six months because of the high local interest in the effort. The final evaluation measures were collected in February 2003. A detailed time phasing of the countermeasure implementation is presented below.

4.4 Program Organization, Slogan, and Logo

The countermeasures used during this study were not discrete efforts by the project staff. Rather, they were part of a coherent campaign mounted by Phoenix and Peoria working together. The organization of the program and its developed identity were an important part of its operation.

4.4.1 Program Organization

By design, the countermeasure program to be tested included a representation of all three E's – education, enforcement, and engineering. In both Phoenix and Peoria , both engineering and traffic safety education are within the purview of the cognizant traffic engineering agencies³. Enforcement responsibilities obviously rest within the police departments in both jurisdictions. A planning and steering committee was therefore established that included these four agencies as well as the Dunlap and Associates project staff. This group met approximately every six weeks from the outset through the end of the data collection period.

One of the first decisions made by the steering group was to develop a slogan and logo around which activities could coalesce. The group also agreed that a single unifying theme was desirable as opposed to separate identities for Phoenix and Peoria . The logic in this decision was that both cities share media, and many commuters to Phoenix live in Peoria . There was also a desire to have a single program identity going forward if the test project proved successful.

4.4.2 Slogan and Logo

Heed the Speed was selected as the slogan for the speed reduction activities. The name had been used previously by the Phoenix Police Department for a small pilot program that used a variety of education and enforcement techniques to produce a reduction in speeds in one neighborhood of Phoenix . That program has continued at a reduce level of police involvement. Since the goals of the current effort were largely the same as those in this pilot program, the Phoenix Police Department suggested that the same name be employed, and the Peoria participants concurred.

A stylized version of a police officer writing a ticket was designed for the program logo. The slogan and logo appeared on most of the educational materials used in the study. They also appeared on street and lawn signs that were displayed throughout the duration of the program. The slogan and logo for the study are shown in Figure 1. The sign is black on white except that the emblem on the police officer's hat and the pad and pencil in the officer's hand are bright yellow.

Figure 1. Program Logo Containing Program Slogan

 

4.4.3 Homeowner's Association Meetings

As discussed earlier, one of the selection criteria for the test neighborhoods was the existence of an active homeowner's association or at least a vocal and cooperative group of residents. Therefore, when possible, the program started in each neighborhood with a homeowner's association meeting. At these meetings, representatives from their cities apprised residents of the purpose of the program and the various planned activities. In addition, volunteers were solicited for some program activities (e.g., distributing education flyers, displaying lawn signs, and monitoring vehicle speeds).

Two of the Peoria meetings took place before the formal start of the program – the Desert Harbor/91 st Avenue meeting took place on September 4, 2002, and the Bell Park/84 th Avenue meeting took place on October 10, 2002. Therefore, these meetings may have slightly contaminated the baseline in these communities by unveiling program objectives and the impending enforcement and education activities before the initial speed measurements were collected. The effect, if any, is likely small. The 95 th Avenue meeting occurred on October 21, 2002 – the day the program started in Peoria . A further meeting was held on November 14, 2002, with the Spinnaker Cove subdivision of the Desert Harbor community.

In Phoenix , a combined meeting of the Moon Valley/Coral Gables and Sweetwater residents took place on October 22, 2002, the day the program officially started. There was no meeting with Clarendon residents since they had no homeowner's association.

4.5 Education Materials

The project developed all of the education materials used in the test. The general approach was to discuss media forms and themes at the planning committee meeting. Once there was agreement on an approach, a draft was produced and reviewed at the next meeting. After including any desired changes, a final version was produced. In addition to initial print runs, all of the materials were supplied to each city in electronic form so that they could be customized as needed for specific audiences. Each of the major education items is discussed below.

4.5.1 Street and Lawn Signs

Retroreflective metal street signs with the program slogan and logo were displayed at the entrance to each of the test roads in the neighborhoods under study. Measuring 24 x 12 inches, the signs were designed to meet the specifications for street signs in both cities and were produced by the City of Phoenix sign shop for both cities without cost to the project. They matched the width of a speed limit sign and were mounted below the first speed limit sign on the street. The program street sign is shown in Figure 2. As with the basic logo, the sign is black on white except that the emblem on the police officer's hat and the pad and pencil in the officer's hand are bright yellow.

Overall in Peoria , four signs were mounted on each road segment – two in each direction. In Phoenix , the longer road segments received four signs while the shorter got only two. Thus, four signs were mounted on Sweetwater Avenue and Coral Gables Drive , two on Clarendon and one on Moon Valley .

Figure 2. Program Street Sign

 

Lawn signs were designed for the program, and homeowners were encouraged to display them on their property. These signs were reproduced in black on a bright yellow background on both sides of a piece of 24 x 16 Coroplast™, a corrugated plastic material supported on the lawn by an H-shaped wire stake. The triangle with the pedestrians is a halftone of the yellow color, and the police officer's cap and pad are white. A place on the sign was reserved for the name of the applicable homeowner's association, as desired; however none of the neighborhoods chose to personalize the signs. The program lawn sign is shown in Figure 3. Initially, 600 signs were produced and distributed evenly between the two test cities. After the initial distribution and some attrition of signs on Halloween, an additional 400 signs were printed and split between the cities. The total cost for the signs and stakes for mounting them was less than $3,000.

Figure 3. Program Lawn Sign

4.5.2 Printed Materials and Radio Spots

Several flyers and other types of printed materials were produced for the program. A black and white copy of each is contained in Appendix C. The specific flyers that were reproduced typically in black on either white or on variously colored paper included:

• A message for homeowners indicating the program activities that might be incorporated in their neighborhood and what they could do to support the program – in both English and Spanish. In Peoria , the flyer was delivered to each neighborhood residence by the local homeowner's associations and resident volunteers or was handed out at meetings by city personnel. In Phoenix , the flyer was mailed to residents in all three neighborhoods. Both English and Spanish language versions of the flyer were mailed to residents in the Clarendon neighborhood because of its large Hispanic population.
  
  
• A message for parents distributed through schools indicating the program activities that might be incorporated in their neighborhood and what they can do to support the program – in both English and Spanish.
  
  
• A message for drivers indicating the dangers of speeding – printed on the reverse side of replicas of both a Phoenix and Peoria traffic ticket. These 8½ by 11 inch replicas were handed out by police officers when they made warning or enforcement stops in the neighborhoods (see Section 4.6.1 below).
  
  
• A slim version of the message for drivers, excluding the traffic ticket, for distribution wherever drivers congregated (e.g., gas stations) and for distribution as door hangers.
  
  
• A message for car dealers requesting them to ask their customers to drive slowly, to drive slowly themselves, and to avoid test drives on neighborhood streets. One neighborhood in each of the test cities experienced this problem.
  
  
• A message for high school drivers for distribution at schools on the dangers of speeding – reproduced in both English and Spanish.
  
  
• A press release announcing the program.
  
  
• Write-ups on the program for homeowner's associations to use in neighborhood newsletters.

In addition to the printed materials, five live copy radio spots on the dangers of speeding were prepared for distribution to local radio stations. These were short and suitable for use as either a public service announcement or as part of a station break/promo.

All print materials were reproduced on a CD-ROM and provided to local transportation representatives in both cities. Thus, the materials could be customized for individual neighborhoods as desired.

4.5.3 Earned Media

The existence of the program also generated its own education countermeasures. One was an article in the local newspaper describing the program. Another was a taped interview on the Phoenix Channel 11 television program called Leading Edge. In that program, local Phoenix transportation and police personnel described the many program components. Another was a news spot on Phoenix Channel 5 in which a reporter did a live story from 95 th Avenue in Peoria . Heed the Speed generated additional earned media through the Phoenix cable channel, city council sessions, caller-on-hold messages and a radio spot in Peoria . Valley-wide radio spots were sent out by the City of Phoenix . In addition, Peoria representatives developed a variety of print materials that were specific to its neighborhoods under study. These materials were mentioned quite frequently in the mail survey responses that were part of the evaluation (see Section 5).

4.6 Enforcement Activities

In addition to being active participants in program planning and neighborhood meetings, police in each city assumed responsibility for the following activities:

• Performing special enforcement
  
  
• Training citizens to conduct neighborhood speed watches and use radar guns
  
  
• Deploying radar speed and photo speed enforcement trailers
  
  

4.6.1 Special Enforcement

It was agreed among the steering committee, Dunlap project representatives, and NHTSA sponsors that special enforcement activities were needed in addition to routine neighborhood patrols. In this context, special enforcement meant both increased patrols and more stringent criteria for making stops whether as a warning or to issue a citation. To accomplish the desired special enforcement activities, the project gave each jurisdiction a small subcontract to fund some police overtime. The funding covered only a portion of the total supervisory and patrol time that was involved in the heightened enforcement effort.

In Peoria , officers of the traffic squad implemented special enforcement for three months. Their strategy was to get the attention of the neighborhoods scheduled for subsequent engineering changes at the outset and then to focus on the remaining neighborhoods that were not receiving physical alterations.

Phoenix implemented a six-month enforcement campaign that focused on all three neighborhoods. Rather than “blitz” an area and then leave, the Phoenix police strategy involved rotating officers through all of the areas on a regular basis. In addition to the regular patrol, the Phoenix Police Department employed officers in radar speed unit training for many of the special patrols. Through this approach, they were able to support the program and provide valuable training experience to new officers in the proper procedures for traffic stops.

During the special enforcement time periods, virtually all vehicles that were traveling faster than the posted speed limit were subject to being stopped. The typical allowance of five to seven miles per hour over the limit was largely ignored as a criterion for making a stop. After the stop, the officer approached the vehicle, announced the violation, and performed a routine check on the driver's license. With regard to the speed violation, initially only drivers who were flagrantly disobeying the law or who were uncooperative or belligerent were ticketed. The remainder who were not ticketed received a verbal warning and the facsimile of a speeding ticket with the education material on its reverse side. Officers either discussed the literature with the driver or waited while the driver read it. As shown in Appendix C, the message for drivers pointed out the dangers and penalties of speeding. The idea was to make the violator think he or she was about to receive a citation and then make it clear that it was just a warning.

Also, for each stop, the officer filled out a motorist stop form, a copy of which is included in Appendix D. This form was designed to obtain information on the drivers who were speeding in the neighborhood. It provided data on the location of the stop, the proximity of the driver's address to the neighborhood, the driver's age and gender, whether or not the driver was wearing a safety belt, how often the driver traveled on the road, the number of people in the vehicle, the vehicle type and model year, and the outcome of the stop (that is, if the officer gave the driver a ticket and/or literature). Information obtained from this form is described in Section 5 of this final report.

4.6.2 Neighborhood Speed Watches

Neighborhood speed watches are groups of citizen volunteers who use speed radar units provided by the police department to monitor speeds near their homes. Police train the volunteers on how to use the radar guns, what information to collect and how to collect the information. When speeders are clocked, they can report the license plate, speed, time and place of the observation to the police. Follow-up typically consists of a warning or educational letter to the registered owner of the vehicle.

The police departments in both Peoria and Phoenix acquired additional radar units and trained volunteers to use them to measure the speeds of vehicles at various points in their neighborhoods. Although there was much enthusiasm among the trainees, this obviously did not carry over into the actual use of the radars as the Phoenix Police received no citizen reports on the watches, and the Peoria Police received only a few.

4.6.3 Deployment of Speed and Photo Speed Enforcement Trailers

A trailer or speed van that displayed a vehicle's speed as it passed was deployed in both cities. In Peoria , it was deployed on 17 different days during the three-month study period – six days in Bell Park , eight days on 95 th Avenue , and three days in Desert Harbor . In Phoenix the photo speed enforcement trailer was deployed in the Moon Valley/Coral Gables neighborhood approximately once per week during the first two months of the program. It was deployed at the 15 mph zone on Coral Gables at Moon Valley Elementary School . No speed data were collected during these deployments but photo enforcement was conducted. The Phoenix City Council only allows automated speed enforcement in school zones, which limited the use of this enforcement tool.

4.7 Engineering and Roadway Treatments

The countermeasure program included two types of roadway treatments. The first were standard vertical treatments that were permanently affixed to the roadway. The second were surface treatments intended to create the illusion of an impediment or simulate an engineering treatment.

4.7.1 Vertical Treatments

Two of the test road segments had vertical treatments added during the test. The north/south segment of Moon Valley Drive in Phoenix had two speed humps added early in 2003 prior to the final wave of speed measurements. Four speed tables were added to 84 th Avenue in Peoria prior to the third wave of measurements there in December 2002. These speed tables were combined with one of the innovative pavement markings as described below.

In addition to the vertical treatments on Moon Valley and 84 th Avenue , there were existing speed humps on Clarendon Avenue in Phoenix and on 85 th Lane in the Peoria Bell Park neighborhood.

4.7.2 Visual Treatments

One of the countermeasure ideas initiated from the expert panel and more fully discussed during Phoenix/Peoria steering committee meetings consisted of innovative pavement markings that would not present an actual barrier to travel but would appear to be an impediment. During the process of defining specific countermeasures, two commercially available products were identified – Solidsheet 3-Dimensional Road Marking and Tyregrip™ surfacing.

Solidsheet 3-Dimensional Road Marking (“3-D marking”) is a product of Sekisui Jushi Corporation in Japan⁴. This patented material is a geometrically shaped, multi-colored thermoplastic flat sheet that creates an optical illusion of a three-dimensional object in the roadway. Retroreflective glass beads are incorporated into the sheets for increased nighttime visibility. The 3-D marking material has been used for a variety of road marking tasks such as crosswalks and edge lines. Previous research on the 3-D marking showed encouraging results (Organization for Traffic Safety, 2001).

The 3-D markings come in a variety of shapes and sizes. For this project's applications, the “ Large Mountain ” shapes were used as shown in Figure 4. The markings are installed by first applying a primer to the road surface. Then the sheets are placed on the ground in the predetermined pattern and heated with a torch until they adhere to the pavement.

In Peoria, 3-D markings were applied on 85 th Lane between two of the existing speed humps and at seven locations on 84 th Avenue – four on the four newly installed speed tables (see Figure 5) and three in the spaces between the new speed tables (see Figure 6). The material was also applied alone without vertical treatments at five locations on 95 th Avenue . In Phoenix , it was applied at three locations on Coral Gables Drive .

Tyregrip™ is a combination of a two-part resin binder with a drop-on aggregate⁵. Although primarily designed for skid resistance, the appearance of the material can be structured so that it resembles a speed table, crosswalk or neighborhood entry treatment. Tyregrip™ was not used in Peoria . In Phoenix , it was applied at five locations on Coral Gables Drive and six locations on Sweetwater Avenue . A Tyregrip™ installation on Coral Gables Drive in Phoenix is shown in Figure 7.

Figure 4. 3-D Markings on 85 th Lane in Peoria

 
Figure 5. 3-D Markings on Top of Speed Table on 84 th Avenue in Peoria

Figure 6. 3-D Markings on Pavement Between Speed Tables on 84 th Avenue in Peoria

 

Figure 7. Tyregrip™ Installation on Coral Gables Drive in Phoenix

 

4.8 Program Implementation Timeline

Table 1 summarizes the timeline of the implementation of program activities in each of the two cities. A more detailed description of the specific activities on each road segment within each neighborhood can be found later in the report in Table 59.

Table 1. Schedule of Program Activities*

Month	Phoenix	Peoria
September 2002		Desert Harbor – Meeting with homeowner's association
October 2002	All sites – press release issued All sites – news article in Arizona Republic Moon Valley and Sweetwater – meeting with homeowner's associations All sites – Heed the Speed traffic signs posted All sites – Heed the Speed lawn signs distributed All sites – special enforcement initiated All sites – program materials distributed All sites – press release issued Coral Gables – photo speed van deployed	All sites – press release issued All sites – news article in Arizona Republic 95 th Ave and Bell Park – open house m eetings with residents All sites – police training on radar guns All sites – Heed the Speed traffic signs posted All sites – Heed the Speed lawn signs distributed All sites – special enforcement initiated All sites – program materials distributed Bell Park – speed trailer deployed
November 2002	All sites – Channel 11 interview with police and transportation personnel on Leading Edge program All sites – special enforcement continued All sites – additional program materials distributed as needed Coral Gables – photo speed van deployed	All sites – special enforcement continued Desert Harbor – presentation to Spinnaker Cove subdivision All sites – additional program materials distributed as needed 95 th Ave – Speed trailer deployed
December 2002	All sites – special enforcement continued All sites – additional program materials distributed as needed Coral Gables – 3-D materials applied	All sites – special enforcement continued 84 th Ave , 85 th Lane , and 95 th Ave –3-D materials applied 84 th Ave – speed tables installed All sites – additional program materials distributed as needed 95 th Ave and Desert Harbor – Speed trailer deployed
January 2003	All sites – special enforcement continued Coral Gables – Tyregrip™ applied	All sites – special enforcement continued 95 th Ave – installation of 3-D material completed 95 th Ave – speed trailer deployed All sites – enforcement program ended (1/21/03)
February 2003	All sites – special enforcement continued Sweetwater Ave – Tyregrip™ applied Moon Valley – speed humps installed
March to April 2003	All sites – special enforcement continued All sites – enforcement program ended (4/15/03)
*Program started October 21, 2002. No new activities were initiated and special enforcement ceased after January 21, 2003, in Peoria and April 15, 2003, in Phoenix .

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¹All improvements referenced within these site descriptions were pre-existing when the study began.

²There were four in Moon Valley/Coral Gables, two in Bell Park , and one each in the other four neighborhoods.

³Street Transportation Department in Phoenix and Engineering Department in Peoria

⁴Much of the 3-D marking product used in the test was provided to the project for test purposes by the SJS ( America ), Inc., Cartersville , Georgia .

⁵Tyregrip™ is sold in the US by Traffic Safety Systems, Inc. of Roswell , Georgia .