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: mmm@mmm.ca

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”