Spring Brings Heightened Pedestrian Awareness to UMass Amherst As University Undertakes Additional Measures to Promote Safety

March 19, 2010

Contact:

Patrick J. Callahan 413/545-0444

AMHERST, Mass. – The University of Massachusetts Amherst hopes to increase pedestrian safety this spring using a multi-faceted approach that includes an advertising campaign, engineering studies of existing crosswalks and traffic signals and increased enforcement of crossing rules and speed limits.

Other program elements include use of crossing guards at heavily used crosswalks such as those adjacent to the Southwest Residential Area, conducting a survey of traffic and pedestrian use at various times and places on campus, and assessment of existing tools such as the chatter strips cut into the roadway on Massachusetts Avenue.

Johnny C. Whitehead, UMass Amherst police chief, says the campaign is the latest in an ongoing effort to focus on pedestrian safety. “As the spring weather arrives, we want to raise awareness for both drivers and pedestrians,” Whitehead says.

Posters with “R u ready 2 stop?” in bold lettering, showing a distracted driver using a cell phone and an equally distracted pedestrian wearing headphones crossing the road, are already being displayed on campus buses and other public places on campus, Whitehead says. They were developed by university staff with the assistance from students. A video public service announcement is in the works and other printed materials including brochures and bookmarks echoing the same theme will be distributed around campus.

The university is also working with faculty and students from the College of Engineering on a study of pedestrian and traffic flow on campus to identify “hot spots” where more intensive safety measures can be put in place. This group will also survey speed limits and existing crosswalk placement. Whitehead notes, for example, that there are currently more than 15 crosswalks on North Pleasant Street.

Changing foot traffic patterns are also under review. Whitehead says, for example, the new Recreation Center on Commonwealth Avenue across from the Mullins Center is drawing large numbers of students late in the day, but the added foot traffic is creating traffic tie-ups for commuters leaving the campus. The change in that area may require installation of traffic signals or some other modifications in that area, he says.

Whitehead also says a more comprehensive survey of new pedestrian and traffic patterns is being considered, given the opening of several new buildings in recent years and additional construction that is in the works.

Enforcement efforts will include police officers distributing written materials and advice for drivers and pedestrians, skateboarders and bicyclists. Whitehead says UMass police will coordinate their efforts with Amherst police.

The overall effort has been guided by a campus committee that includes students and staff members and representatives from the police, Parking Services, Physical Plant, Facilities and Campus Planning, Environmental Health & Safety, and the Office of News and Media Relations.

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