Wednesday, November 27, 2013

How Hotels Can Benefit from Installing Charging Stations





How Hotels Can Benefit from Installing EV Charging Stations: Analyzing the Trends and Opportunities
With EV charging stations popping up all over the place these days, it should come as no surprise that the hotel industry has recently jumped on-board the EV bandwagon. In their constant desire to remain ahead of the needs of consumers, many hotels across the country have decided that tapping into the EV market is the smart thing to do.
Not only does it improve the public image of a particular hotel (or hotel chain), it provides a valuable amenity to a small segment of its customers and provides unique opportunities to market to a new consumer base.
This article will take an in-depth look at the construction of EV charging stations at hotels and discuss some contributing factors to the embrace of the EV economy by major players in the hotel industry. In particular, I will look at how demographics and shifting consumer values provide a sound economic argument for the construction of EV amenities at hotels. Finally, I will conclude with a few notes on “best practice” when constructing EV charging stations at hotels.
Hotels: Economics and the Provision of Amenities
There’s an old principle in hotel management that says in order to improve profitability, a hotel should increase value rather than cut rates. Although a hotel will sell more rooms by cutting its rates, the higher occupancy will not cover the associated loss in revenue per room. This is because prospective customers base their lodging decisions more on the value of a hotel room rather than its actual price.
A consumer will be more likely to select a hotel that provides better value at a particular price point than other hotels (e.g. it comes with a pool, free WiFi, a business center, etc.). One of the best ways of boosting value is by providing helpful amenities to guests. But since the needs of guests are always changing due to new technology/demographics, hotels need to be attuned to the needs of present day consumers.
Just like Wi-Fi was 5-10 years ago, EV charging stations are becoming the key “cutting edge” amenity hotels can provide to differentiate them from the competition. Although EV drivers are still a relatively small proportion of a hotel’s customers, savvy hotel managers are realizing that the current lack of charging locations in some places provides unique opportunities to capitalize on an emerging market – and establish loyal new customers.
While EV drivers often use their vehicles whenever they can (to work, to go shopping, for nearby leisure activities) they are often hesitant to take them on long trips due to the lack of practical charging opportunities. But if they have access to charging station at their hotel, then most of their charging needs will be taken care of while sleeping. Their cars can charge overnight in the parking lot and be good to go the next morning.
Since EV charging stations are relatively inexpensive to install and maintain – compared to many other hotel amenities like a pool or fitness center – constructing them at a hotel makes sense on an economic level.
Why Installing an EV Charging Station at a Hotel Makes Sense
This article has already alluded to the practicality of installing an EV charging station at a hotel: as an increasing share of lodgers drive EVs, they will need a place to charge their vehicles. Since hotels are a logical place to charge an EV while away from home on extended trips, constructing a charging location there makes sense.
However, there’s a whole raft of other benefits hotels can attain by providing EV amenities on their properties.
For one, it provides a unique opportunity to tap into a new form of cost-effective marketing: a hotel can market itself to EV drivers who are not staying at the hotel. When a hotel installs an EV charging station, it can connect the station to an online network such as PlugShare. This will advertise the location of the charging station to numerous EV drivers, who may decide to use the charging station at some point.
Whether the hotel institutes a small fee to use the station for non-guests or just keep charging free, it has established a relationship with a prospective customer. That person will remember that hotel (or hotel chain) and may be inclined to use it when in need of a room in the future.
Finally, installing a charging station helps add a green dimension to a hotel’s corporate image. Providing EV charging stations will show that a hotel cares about sustainability and clean transportation – values which are held in high regard by both EV and non-EV drivers.
A study conducted by the Center for Responsible Travel reveals that 74.5% of hotel lodgers say that the environmental practices of hotels influence their decision to stay there. This is a large percentage of customers that hotels can tap into when thinking of new ways to increase the value of their hotel services.
Best Practices when Installing EV Charging Stations at Hotels
Hotels considering the installation of EV charging stations at their properties should keep a few things in mind.
In order to maximize the marketing and branding benefit of an EV charging station, locate it in a highly visible location. Keeping it near the lobby or main entrance of a hotel will allow as many people to see it as possible. Even if they aren’t an EV driver, they will be reminded that “this” hotel supports green policies and clean transportation, and talk about it to other people who share similar values.
On a more technical level, keep in mind that charging hoses are typically 20 – 25 feet long. As such, try to locate the charging station as close to the point where a 220/240 volt, 40 amp circuit can be accessed. This will keep the initial construction costs low.
Finally, keep an eye out for subsidies and tax credits. From time to time states give out financial incentives for the construction of sustainable amenities, which can also lower the initial investment.
Conclusion
Hotels on the cutting edge of technology and sustainability have already been investing in EV charging stations in a big way. Hotel chains such as Marriot, Wyndham, Sheraton, and Hamptom have all been installing EV amenities over the past year (just to name a few), with many more hotels catching on to the trend.
Right now there is a unique opportunity for hotels to capture a new segment of the market and establish brand loyalty by tapping into the EV economy.
EV drivers are some of the most die-hard automobile enthusiasts out there, and they do talk amongst each other about new charging locations. Hotels ignoring the growing segment of EV drivers are missing out on great opportunities to forge new relationships, boost their corporate image, increase revenue, and establish themselves as leaders in their industry.


Joseph Tohill is a freelance writer and online communications specialist for organizations in the sustainability sector. He has a B.A. in Interdisciplinary Studies from the University of British Columbia and spent most of his academic career studying sustainable urban development; namely the interdisciplinary relationship between built form and natural environment.

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Friday, November 15, 2013



Out of the box and installed, I can’t believe it’s been two years at this location. The time has really flown by. Hi, I’m KPM, the ChargePro, Charging Station at King of Prussia Mall and I was installed around August of 2011. My location is directly outside of Nordstrom, which is generally very busy.

One of the most interesting things about being here is seeing the license plates and all the different states that people come from. Earlier, I was studying a North Carolina license plate as the car’s owner, a woman in her mid 30s, swiped her card across my front panel. Her lips moved silently as she read along to the instructions, occasionally pausing to tell her companion how “sophisticated and sleek” I looked. Once the session started, my LED lights went from green to blue in response.

There are a lot of activities at the mall that draw in families. I really enjoy seeing the kids that come through here, even when they try and climb my pedestal. A lot of the time, the kids will ask their parents if they can help with the charging session. The parents tell their kids to, “listen for the click to know I’m attached” and the kids are always so amazed and excited to help. I think it makes them feel  proud that they are able to start the charging session on their own.

Another thing I like, is seeing the shopping bags that people are carrying as they walk to their cars. Sometimes I get to see what people have bought if they are close enough to me. The other day, there was a man with a Cartier bag who was plugged in here and as he stopped in front of me, he pulled out a tiny box and smiled down at the ring inside. Those are the days that I’m really happy to be chosen for this location.

I have friends inside the mall too, which is nice to think about. A Tesla showroom just opened in May of 2013. Tesla has had a very luring affect on the public, as it has received many of the most prestigious awards and accolades during it’s first year on the market. If Tesla keeps turning heads and getting more people interested in EV’s, then maybe I’ll have some new ChargePro faces around here to keep me company. That would be nice since the drivers that use me always seem so happy to plug in and shop.

Most of the time, the Charging Station spots are taken and I see other EV drivers looking at me, hoping to be able to plug in. Since this is the largest mall in the US in terms of leasable retail space and there are over 400 stores, people are frequently disappearing inside for hours. Hopefully this will lead to more Charging Stations installs one day soon. In the meantime, as the sun sets and the EV’s drive away...I can’t help but feel proud that I helped each one of them pave the way to a cleaner greener future.


Amber Perry is a Marketing Specialist at SemaConnect. She graduated with a B.A. in Communication Studies from Towson University. Amber handles the SemaConnect blog, supports Public Relations efforts and helps build the overall brand. As a new EV convert, Amber reports with a truly fresh perspective. Learn and grow with her! She can be reached at amber.perry@semaconnect.com

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Thursday, November 7, 2013

Emerging Urban Environments in the EV Economy: The Case of Philadelphia



Emerging Urban Environments in the EV Economy: The Case of Philadelphia

There was a time when locating an EV charging station in Philadelphia, Pennsylvania was an arduous task. Public charging stations were few and far between, and the lack of a unified EV charging network made charging an EV while on-the-go a difficult task.

But a recent look at the EV charging stations in Philadelphia reveals an abundance of charging locations, with new ones popping up all the time. As of today, 73 public EV charging stations are online on the PlugShare network in the Philadelphia area – which doesn’t account for ones currently being installed, or ones not currently connected to the network.

Indeed the number of charging stations in Philadelphia has skyrocketed in recent years, putting the city on track to become a hub for the EV economy. But what have been the biggest contributors to Philadelphia’s current embrace of the EV market? Are there key demographic and geographic factors contributing to the city’s shift towards EVs?

Using Philadelphia as a case study, this article will examine the linkages between the EV market and key features of the 21st century urban environment.

Philadelphia: Population Trends and Characteristics

With over 1.5 million inhabitants and 64,000 people per square mile, Philadelphia is both the fifth largest and fifth densest city in the US. The city core features the third most populous downtown in the country after New York and Chicago. These characteristics suggest that Philadelphia’s urban form is conducive to alternative transportation options and more efficient trips between home, work, shopping, and leisure.
When it comes to building the 21st century landscape, higher density is key.

However, digging deeper into Philadelphia’s demographics and recent population trends uncovers some interesting social characteristics of the city’s inhabitants. According to census estimates, the share of the city’s population aged 20 to 34 grew from 20 percent to 26 percent between 2006 and 2012, which accounts for the entire city-wide increase over those years.

In terms of transportation choices, the proportion of Philadelphia’s residents who do not commute by car is higher than most US cities, with 63% of commuters opting for alternative transportation options.
These characteristics suggest that Philadelphia is attracting a younger demographic that increasingly embraces environmental values and a variety of transportation options. It is this population which will be pivotal as the city’s urban landscape transforms over the coming years.

Philadelphia and Electric Vehicles

Electric vehicles are playing an increasingly important role as Philadelphia’s urban environment changes to reflect shifting demographics and emerging technology.

The City of Philadelphia embarked on its first foray into EVs back in 2011. In August of 2011, a consortium of organizations including PECO, the Chamber of Commerce, Comcast, the Mayor’s Office of Sustainability, and a few major Philadelphia universities worked together to initiate a plan for constructing EV infrastructure throughout the city. The city installed its first public charging station at a parking garage near the Philadelphia Convention Center in November of that year. A small trickle of charging stations followed suit, with chargers cropping up in other parking garages, retail locations, and even gas stations across the region.
The private sector has been quick to jump on the opportunities presented by the EV economy in Philadelphia. Many commercial real estate developers have realized that tapping into the EV network with a charging station can help attract customers and improve their corporate image.

When it comes to the electric vehicles themselves, companies such as PhillyCarShare (now owned by Enterprise) have incorporated EVs in their fleet, facilitated by greater access to EV infrastructure.

King of Prussia Mall Embraces Electric Vehicles

In terms of leasable retail space, the King of Prussia Mall is the second largest shopping mall in the United States. It is also the host of one of Philadelphia’s busiest EV charging hotspots. If you go to the SemaConnect's EV charging station on the top level parking lot on a busy day you will see a steady stream of EVs drop by for a charge.

Installing EV charging stations at the King of Prussia Mall makes sense since it is a place many people spend several hours anyways. By providing an EV charging station at its parking lots, the mall is providing a valuable service to its EV driving customers. This in turn helps establish the mall as a hub on the EV network and add a green dimension to its corporate image.

The fact that the King of Prussia Mall contains one of the busiest EV charging ports in the region suggests that Philadelphia is attaching itself to the emerging EV market in a big way. As a hallmark feature of Philadelphia’s landscape, the King of Prussia Mall is a leading example for what the future economy holds. By providing valuable green amenities and establishing itself as a hub for EVs, the mall is paving the way for an EV ownership lifestyle that fits squarely within Philadelphia’s emerging 21st century values.

Conclusion

The economic and technical viability of EVs in Philadelphia is in part correlated with the city’s density, social demographics, and public policies.

The city’s high density and large population means that EVs are a feasible option for commutes between home and work. The installation of a series of EV charging stations at retail location such as the King of Prussia Mall opens up the use of EVs for leisure and shopping activities in the region. Finally, supportive government policies have made it easier for commercial real estate developers to build EV charging stations and show their support for the emerging EV economy.

Philadelphia has made some huge strides when it comes to creating an environment conducive to EV ownership. It will be interesting to see how the EV infrastructure laid at this stage of Philadelphia’s development will serve the city down the road as EVs become an increasingly common form of transportation.


Joseph Tohill is a freelance writer and online communications specialist for organizations in the sustainability sector. He has a B.A. in Interdisciplinary Studies from the University of British Columbia and spent most of his academic career studying sustainable urban development; namely the interdisciplinary relationship between built form and natural environment.


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