1. ACT Canada Summit Deborah Lightman, MCIP, R.P.P. December 3 | 2014 Building a Plan for Mobility Management A project proposal for TransLink, Vancouver

2. KEY QUESTIONS ► What is Mobility Management? ► Why does TransLink care about Mobility Management? ► How can TransLink move forward with Mobility Management?

3. A CHANGING CONTEXT Necessitating a pro-active response by transit systems Changing lifestyles Evolving mobility needs Changing cities Growing expectations for transit Rapidly advancing technology New transportation service providers

4. Mobility Management is an innovative approach to delivering transportation services. Mobility Management harnesses technology & partnerships to create user-focused products & services.

5. Mobility Management products and services can be used to manage transportation demand and to encourage behaviour change.

6. Illustrative Example of Mobility Management SeeMore is a smartphone app that links to a transit system’s smart card.

7. Illustrative Example of Mobility Management FlexiTRANS is a personalized mobility service that supports individuals to use the most appropriate transportation option for each journey.

8. PROJECT BACKGROUND ► How can Mobility Management support: ► Stronger customer focus ► Efficiency and cost-savings ► Partnership building

9. 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

10. APPROACH PHASE 2 ► Evolve the ‘case’ for Mobility Management ► Design an Implementation Strategy ► What approach? ► What organizational model? ► What early actions are required?

11. 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

12. 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

13. 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 Mobility Management Pathway

14. 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

15. 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”

16. 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”

17. IMPLEMENTATION PLAN StrategyFunding Collaborative Environment PilotLaunch 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’

18. 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

19. 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

20. 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

21. 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

22. MMM Group Limited 100 Commerce Valley Drive West Thornhill, ON Canada L3T 0A1 t: 905.882.1100 | f: 905.882.0055 e: mmm@mmm.ca

23. 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”