Council urge residents to bike, bus or walk to avoid congestion

Over the next three months, six travel advisors will visit 5,000 homes in south Newbury and Greenham to record residents’ current travel habits and suggest alternative ways of travel.
The project - ‘change the way you move’ - is costing £90,000 - with £52,000 coming from West Berkshire Council, whose aim is to improve air quality, particularly around what is known as the ‘Burger King roundabout’, to ease congestion and encourage people to lead healthier lifestyles by becoming more active.
Its launch comes after the council controversially approved plans to build 3,500 new homes in south Newbury as part of the Sandleford and racecourse developments - despite residents’ claims the roads were already overrun - but it has insisted that the new travel project is not linked to the developments.
Executive Portfolio Holder for Planning, Transport (Policy) and Culture, Hilary Cole (Con. Chieveley) said: “We hope the project will reduce congestion, which undoubtedly at times is a problem, not just for Newbury but as a country as a whole.
“The point of the project is to get people thinking about how they travel rather than dictate to them. We cannot dictate to people what to do and we cannot police people, but we can raise awareness and make people question how they get around.
“I am well aware that there will be some people that even if bus fares were given away would still rather drive.”
When asked if she thought that the project’s aim of reducing pollution proved campaigners’ point that Sandleford was not a suitable site for 2,000 houses, Mrs Cole said: “I have already expressed my views on Sandleford - that is another issue separate to the travel plan. The mitigation we are proposing for Sandleford is sufficient.”
And when asked if she thought residents may find it intrusive to have people door knocking to suggest alternative forms of transport, she said: “I am hoping that the reaction will be a positive one, but I cannot predict that. We are engaging with people, not telling them what to do.
“We know it is going to be difficult because we are attached to our cars so much we find it inconceivable to travel by any other means but we need to try and change people’s mindsets about how they travel. We are trying to do all we can to help make people more physically active and improve air quality.”
Residents will be offered incentives such as free travel passes to encourage them to try the bus, as well as prize draws and rewards of free hot drinks, and memberships to health clubs for those who participate in the project.
The council has teamed up with WSP Group - one of the world’s leading professional services firms providing services in the built and natural environment - who have experience in running similar projects in towns such as Basingstoke and Bracknell.
Training has been given to the advisors and the team started their work in Wash Common on Monday. Residents will receive a postcard through the door prior to a travel advisor visiting.