Presentation - Smart Commute

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Presentation - Smart Commute Powered By Docstoc
					Employer-Sponsored Transit
 A TDM Strategy for Encouraging Transit Ridership
            CUTA 2009 Conference and Trans-Expo
                   November 7-11, 2009
1.   Background: TDM and Smart Commute
2.   TDM Benefits for Transit
3.   Employer-sponsored Transit
4.   Mississauga Discount Transit Pilot Project
5.   Lessons Learned and Expected Results

                 Glenn Gumulka               Catherine Habel
                 Executive Director          Senior Program Advisor, TDM
                 Smart Commute Mississauga   Metrolinx
Transportation Demand
  Management (TDM)
 and Smart Commute
Definition of TDM

   The use of policies, programs, services and
    products to influence whether, why, when,
    where and how people travel.

                    Smart Commute works with various stakeholders to
                    relieve traffic congestion, improve air quality and health,
                    and reduce emissions that cause climate change.
TDM Goals
   Save time, money and the environment by:
     reducing traffic congestion
     improving the movement of people, goods and
     increasing productivity
     reducing greenhouse gas emissions
     improving air quality
TDM Strategies
   mode shift
    auto to non-auto, SOV to HOV
   trip elimination
   trip reduction
    trip chaining
   peak spreading
    flexible work hours
What is Smart Commute?
 Greater Toronto and Hamilton Area (GTHA)
  TDM program
 Workplace-based commuter options program to
       transit use
       walking and cycling
       carpooling and vanpooling
       telework & alternative work hours
   Partners – government, business community,
    NGOs, transit agencies, universities
   A network of ten
    Local Smart
    Commutes (TMAs)
   Regional
    development and
    coordination by
   Local implementation
    by TMAs
About Smart Commute
   Incorporated nonprofit organization
   Funded by:
       The City of Mississauga
       The Region of Peel
       Matching funding from Metrolinx
       Corporate memberships
   Partnerships with:
       Mississauga Cycling Advisory Committee
       Mississauga Environmental Advisory Committee
       TRCA Partners in Project Green
       Mississauga Arts Council
TDM Supports for Transit
TDM Supports for Transit
   Employer and Commuter Research Data
     Workplace site assessments and commuter surveys
   Commute Counselling
     route planning
   Incentives and Supportive Measures
     Transit Pass Subsidies
     Emergency Ride Home
     Trip-End Improvements:
        – improved walking connections to transit stop
        – schedule and route information
        – on site transit ticket sale
     Flex Time
     other incentives and special promotions
   Marketing and Outreach
Employer-sponsored           VS.
Volume Incentive (bulk) Discounts
   Volume incentive purchase (VIP) or bulk
     transit agency provides discounted passes to
     employer sells discounted transit passes back to
     employer commits to purchasing/selling a minimum
      number of passes per month in order to receive the
Employer-sponsored           VS.
Volume Incentive (bulk) Discounts
   Employer subsidy:
     employer pays for all or part of employee transit pass
     usually administered through payroll deduction
     employer can choose to provide a subsidy in addition to
      or instead of a transit-agency-provided bulk discount
   Success factors:
     good transit service
     paid parking or parking shortage
     strong employer endorsement
GTHA Precedents
 Municipalities in the GTHA have led the way,
  offering sponsored transit passes to their
 TTC Volume Incentive Purchase (VIP) program
 York Region RideSaver pilot project
 City of Brampton Employee Annual Pass
 Hamilton – HSR Employee Commuter Pass
Discount Transit Pilot Project
   City of Mississauga provides matching transit discounts to Smart
    Commute Member employers who discount monthly passes for their
     Maximum of 15% when an employer discounts by 25%
   18 month pilot program
     Evaluate after 12 months based on:
        –   Mode shift and fare switching (survey)
        –   Stop counts - tbd
        –   Pass sales
        –   Employer and employee satisfaction surveys
     6 months to develop & implement evaluation recommendations
   Smart Commute Mississauga exclusive selling agent
     Market the program to corporate members
     Collect an Agent fee to cover program management (1.5%)
   All participants automatically registered in Emergency Ride Home
Why Discount Transit Passes?
   Only 9% of employees in the city regularly use public
    transit as their primary commute mode
   Our surveys (over 5,000 employees) suggest:
     14% are definitely willing to try public transit
     19% are probably willing to try public transit
   Potential demand
     52,000 business to distribute passes
     425,000 employees
   What would encourage commuters to try transit?
     35% lower fares
     25% tickets for sale at my place of employment
     33% a ride home in case of an emergency
Why Discount Transit Passes?
   Mississauga Transit Ridership Growth Strategy
     Target to increase ridership by 25% over five years
     Fare incentives including transit fare discounts are a key
      objective of the Ridership Growth Strategy
   City of Mississauga Strategic Plan
     Goal of doubling transit modal split in the next 40 years
   Proven strategy for growing ridership
     TTC V.I.P. (10% - 12% discounts) 220,000 passes
      sold in 2005
     Winnipeg (EcoPass) – City provides 10% match on
      discounts of 30% or more
        – 45% increase in ridership among participating employers with a
          similar program
        – Net monthly transit revenue increase of 30%
Discounting Schedule
 Employer Paid   City of Miss. Matching    Total Discount to
   Discount             Discount              Employee
 Less than 15%        No Matching         Employer Discount
     15%                  5%                     20%
     25%                 15%                     40%
 More than 25%           15%              Employer Discount +
Operational Details
 SC-Miss has an agreement with the City of
 Legal agreements with participating
  organizations and SC-Miss
     Agree to participate for 12 consecutive months
     Employees agree to participate for 12 consecutive months
        – Cancellation results in 6 month participation ban
   Organizations register with SC-Miss
   Individual participants register online using
     Admin access for SC-Miss, transit agency and employer admin
Transit Zone
 web-based administration tool developed by
 interim site being tested through Mississauga
  pilot project
 will become part of the suite of SC TDM Online
 Transit Zone is designed to work in other SC
  jurisdictions with similar programs
Marketing Campaign
   Two waves
     3 weeks in June
     3 weeks in September
   Elements
       Bus tail ads
       In-bus advertising
       Transit terminal poster
       In-transit brochures
       Banner stands
       Brochures
       Outdoor signs
Results to Date
   Two employers participating
     City of Mississauga
     McCormick Rankin / Ecoplans

   In negotiations with several other employers
Lessons Learned and
  Expected Results
   Requiring employers to invest is a significant barrier for
    many employers
      “It’s the employees responsibility”
      May contradict fair and equitable policies

   Managing the program through payroll deductions is a barrier for
    many employers
      Difficult to get payroll to buy-in
      May not have the capability

   Smart Commute membership as a condition of participation is a
    barrier for many employers especially smaller employers.
   Restricting access to employers from within the City of Mississauga
    limits participation
   12 month commitment for employers and employees is a barrier to
Expected Results
 Individual: significant commute savings
 Employer: increase access, employee retention,
  save on parking
 Smart Commute: engage employers, incite
  commuters, generate revenue from agent fees
 Transit: increase ridership and loyalty, generate
  revenue, support infrastructure and service
  improvements, marketing
   Thank You
        (905) 896-5941
        (416) 874-5934