Two days ago, we began discussing a talk held on Tuesday, April 24th, where Steve Cassidy of Edinburgh (ironically of a division of Ontario’s MMM Group) engaged a growing attendance of our region’s engaging citizens. In moving beyond the discussion which chose LRT as the form for our future transportation along the Central Transit Corridor, Steve spurned thinking with respect to the function of transportation. Not only does this require improving accessibility for the able-bodied as well as the mobility challenged, but it needs to target the various sub-groups within our transportation spectrum, attuning the message to their particular needs. To maximize our success, we must make LRT meet citizens where they are, focus on their micro experiences, and adapt to promote their participation and retention.
Engaging Citizens’ Wavelengths
Perhaps the most interesting and inspiring part of Steve’s talk was when he would bring up an example of a transit system somewhere in the world actively adapting to its citizens needs. We may think that, being designed by and for people, transportation systems of all kind must surely adapt to their users, but it is more specific than that.
Take road networks. Once laid out, numerous changes can occur which adapt to use. Where two streets go to similar places, at times they are changed to a pair of one way streets, which is how you can fit three lanes in each direction between Bridgeport and Erb despite two-way traffic on either street being restricted to space that would only give you two lanes in each direction if they went both ways. The 407 toll road and the GTA’s High Occupancy Vehicle lanes have given drivers the ability to control their congestion avoidance by deciding to pay more or move more people. If you go outside of North America, these adaptations seem like child’s play.
Engaging the Pocketbook
Steve brought up many good stories of incentivization. Spitsmijden, which means “Traffic avoidance,” has been used in European cities, where congestion charges mean that cameras note vehicle movement throughout the city, drivers who frequently travel roads about to be reconstructed are offered cash to avoid those segments of road during construction times. The direct cost of this incentive was vastly outweighed by the previous cost of the congestion that otherwise formed.
Similarly, having found that health related motivators seldom worked to help people quit smoking, a more direct method was tried. A local version of Walmart (ASDA) accepted willing mothers into its program, which once a week would swab their mouth to see if they had been smoking. If they came up clean, their ASDA card would be given cash credit, coming from some combination of the government and the store. The health of the mother and baby turned out to be less motivating than the peer pressure induced in groups of smokers which typically keeps them all smoking. In this case, the ability to effectively wave free cash in front of friend’s faces motivated the participating mothers to stay smoke free, and the others to give it a try. ASDA would wind up with better customer loyalty and increased revenues, and the cost/benefit ratio and success rate of the program both vastly outweighed traditional campaigns.
Tuning In or Tuning Out
A second look at how we motivate and communicate with people is needed. When we encourage people to take “the Green option” in taking transit as Steve said, we reach no one, not even really motivating individuals who already take transit. Steve lives car free, but lets it be known that it is not because he is terribly green, an admittedly poor recycler, but because in organizing his life to have transit in it he in fact has a much easier and relaxing life. This is why it would do some good to focus on the numbers already clearly pertinent to many.
When talking of the cost of this transit spine, it would likely impact better with the driving public to tell them that the $24 million in transit fares brought in each year ($5 million for each per cent of trips taken by way of GRT) vastly outpaces the $14 million in gas taxes that our drivers chip in, less than a tenth of their $0.5 million per share, and with room to grow. Add in the multi-year 9 per cent transit fare increase, ask whether drivers would prefer a year-over-year gas tax increase of the same amount, and the important financials are revealed. Just as a home owner sees the sense in putting a larger down payment on their house to have lower mortgage costs and a longer lasting house, so too are we investing in LRT to see a longer lasting system that gets us greater returns.
When we start to also show particular memory filled moments positively affected by transit, say by putting in place buses next to the Canada Day festivities to get not only bus users home from the fireworks, but to get car drivers home on a day when they would rather leave their car at home, or at least parked somewhere other than the traffic trap that is the University of Waterloo’s Ring Road lots.
Bringing Ideas into Reality
It is more than just communication that can be improved. While real-time transit information is everywhere in other countries, it was only by luck that Steve came across a Toronto coffee shop where the owner had a screen showing transit arrival times, so customers knew when they had to leave, if they could wait for their drink, and even letting the owner reimburse them should they pay but be unable to wait for the next hot cup.
GRT is currently working on bringing PRESTO cards to our transit system. Once loaded with funds, they will allow people to travel seamlessly on our systems. With each extra trip, PRESTO only takes as much as it needs, turning a few trips in a day into a daily pass, and a few trips in a month into a monthly pass. This removes the ever-mentioned fear infrequent transit users have of overspending, as well as fumbling with money or losing bus tickets, while integrating us with GO’s network, along with other GTA systems using PRESTO.
As we move forward, we can push into more aggressive incentives. Other cities’ versions of PRESTO allow for their use as a debit card, school card, and even membership card for city facilities, all of which makes it easier to get a card into citizens’ hands, and money loaded onto it. Some have gone so far as to pool the buying power of retirees, allowing them access to better taxi rates in addition to transit use, so that transitioning to a car-less life does not being unable to access one.
Enabling Our Greatest Assets
At times, people feel that students are a liability in this region, but they are also a great asset. The technology companies coming out of our universities, let alone all the residents of our region who have a piece of paper from Laurier, Waterloo, or Conestoga College, continually seek to improve upon countless daily parts of our lives. While schedules for transit are now accessible for digital use, live bus transponders would allow us to better plan our trips around transit, its arrival times, and more. Steve shared with us that his daughters could actually see which bus their friends were on, so as to hop on with them, continuing the social transit rides our own students have known since we first put them on yellow school buses.
Bringing in some of these bigger strategies can help to engage our resourceful students, eager to tackle real world problems when given support. Even smaller opportunities, such as Ottawa’s free evening buses to get people home from Canada Day festivities, reaches out to people when it can make a more lasting impact. What is important is to realize that a reliable and interconnected transportation mosaic, as Steve put it, is not an end goal. Continually improving upon it is what allows to you reap the true benefits of this key enabling resource. Foolish squandering of it always leaves communities with scars lasting longer than anyone can imagine; true activation of its potential helping to positively shape communities in ways deeper than anyone can imagine.