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ACT Canada SummitDeborah Lightman, MCIP, R.P.P.
December 3 | 2014
Building a Plan for Mobility ManagementA project proposal for TransLink, Vancouver
KEY QUESTIONS
► What is Mobility Management?
► Why does TransLink care about Mobility Management?
► How can TransLink move forward with Mobility Management?
A CHANGING CONTEXT
Necessitating a pro-active response
by transit systems
Changinglifestyles
Evolvingmobility needs
Changing cities
Growingexpectations
for transit
Rapidlyadvancing technology
New transportation
service providers
Mobility Management is
an innovative approach to
delivering transportation
services.
Mobility Management
harnesses technology &
partnerships to create
user-focused products &
services.
Mobility Management
products and services can
be used to manage
transportation demand
and to encourage
behaviour change.
Illustrative Example of Mobility Management
SeeMore is a smartphone app that links to a transit system’s smart card.
Illustrative Example of Mobility Management
FlexiTRANS is a personalized mobility service that supports individuals to use the most appropriate transportation option for each journey.
PROJECT BACKGROUND
► How can Mobility Management support:
► Stronger customer focus
► Efficiency and cost-savings
► Partnership building
APPROACH
Two-phase project
PHASE 1
► Challenges and opportunities review
► Illustrative examples of Mobility Management products and services
► Analysis of expected impacts
► Review of existing TDM programs
APPROACH
PHASE 2
► Evolve the ‘case’ for Mobility Management
► Design an Implementation Strategy
► What approach?
► What organizational model?
► What early actions are required?
THE ‘CASE’ FOR MOBILITY MANAGEMENT
1. Provide the pro-active response to changing context
2. Improve demand management capabilities
3. Improve customer experience
4. Optimize network and investments
5. Coordinate expertise held across TransLink
6. Improve revenue generation
PROVIDING THE PRO-ACTIVE RESPONSE
► Innovation in transportation could be seen as a ‘threat’ to transit
► TransLink has the opportunity to ‘guide’ this innovation
► Trends present an opportunity to increase mobility choices
► Our recommendation: a collaborative and proactive approach that will enable TransLink to maintain or increase its role in the transportation system
IMPROVING DEMAND MANAGEMENT CAPABILITIES
► An approach to create more effective TDM programs
► Understand need and values of individuals and groups
► Develop personalized and customized products and services
► Build two-way relationships with customers
► Eventual potential to influence behaviours in real-time
Identify ManageInfluenceCaptureMobility Management Pathway
MODEL FOR IMPLEMENTATION:MOBILITY MANAGEMENT PARTNERSHIPS
► Recommended model: TransLink coordinates and funds partnerships to tackle specific local mobility challenges
► Flexible partnership format or structure:
WHO WHAT WHY
► Enables TransLink to harness external innovation
Illustrative Example of a Mobility Management Partnership
Opportunity: To further enhance the experience for business visitors and increase spending.
Partners:
► Tourism Council
► TransLink
► App developer.
Solution: “SeeMore”
Illustrative Example of a Mobility Management Partnership
Challenge: To better meet the transportation needs of people with disabilities.
Partners:
► Seniors’ Centres
► TransLink/Access Transit
► Local design agency
Solution: “FlexiTRANS”
IMPLEMENTATION PLAN
Strategy
Funding
Collaborative Environment
Pilot
Launch
Define Mobility Management strategy and principles
Start conversations with a broad range of groups
Set objectives, monitor and evaluate
Allocate funding based on performance indicators
Open for ‘bids’
Illustrative Example of Partnership-Building Activities
Opportunity: Welcome newcomers to Metro Vancouver and encourage the use of transit and other sustainable modes
Activity: “New Residents Challenge” organized by TransLink
► Part 1: Open brainstorm (online and offline)
► Part 2: Two-day Hackathon to create a new service or improve an existing one
► Part 3: Evaluate concepts, award prizes and establish mobility management partnerships as appropriate
MEASURING EXPECTED PERFORMANCE
Multi-criteria assessment of partnerships
► Support for overarching TransLink goals and identified local challenges
► Effectiveness in meeting user needs and influencing demand
► Benefits for partners
► Additional transportation and non-transportation impacts
► Assessment of financials and deliverability
PROJECT OUTCOMES
Key input into Mayors’ Council Vision for Regional Transportation Investment
The three key strategies:
1. Invest strategically to maintain and grow the transportation system
2. Manage the transportation system to be more efficient and user-focused
3. Partner to make it happen
REFLECTIONS AND NEXT STEPS
Explaining the Concept and Rationale
► Stories and illustrative examples to help us describe it► Enables public sector innovation as the transportation context changes
Putting the Concept into Action
► Mayors’ Council Vision was accepted, referendum to follow in 2015► Future TransLink implementation; subject to funding
MMM Group Limited
100 Commerce Valley Drive WestThornhill, ON Canada L3T 0A1t: 905.882.1100 | f: 905.882.0055e: [email protected]
PROJECT OUTCOMES
Manage: “The Vision will broaden the reach of the existing TravelSmart program… and will develop technology-based solutions such as Compass Card add-ons, smartphone apps and online portals that will both improve the customer experience and promote behaviour that maximizes the productivity and cost-effectiveness of our system”