act canada summit deborah lightman, mcip, r.p.p. december 3 | 2014 building a plan for mobility...
TRANSCRIPT
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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
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KEY QUESTIONS
► What is Mobility Management?
► Why does TransLink care about Mobility Management?
► How can TransLink move forward with Mobility Management?
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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
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Mobility Management is
an innovative approach to
delivering transportation
services.
Mobility Management
harnesses technology &
partnerships to create
user-focused products &
services.
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Mobility Management
products and services can
be used to manage
transportation demand
and to encourage
behaviour change.
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Illustrative Example of Mobility Management
SeeMore is a smartphone app that links to a transit system’s smart card.
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Illustrative Example of Mobility Management
FlexiTRANS is a personalized mobility service that supports individuals to use the most appropriate transportation option for each journey.
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PROJECT BACKGROUND
► How can Mobility Management support:
► Stronger customer focus
► Efficiency and cost-savings
► Partnership building
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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
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APPROACH
PHASE 2
► Evolve the ‘case’ for Mobility Management
► Design an Implementation Strategy
► What approach?
► What organizational model?
► What early actions are required?
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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
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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
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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
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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
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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”
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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”
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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’
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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
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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
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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
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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
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MMM Group Limited
100 Commerce Valley Drive WestThornhill, ON Canada L3T 0A1t: 905.882.1100 | f: 905.882.0055e: [email protected]
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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”