Transit Study Public Engagement and Communications Results

Final

September 25, 2017

Prepared by

Table of Contents 1.0 Introduction 3 1.1 Communications - Project Context 3 1.2 Devon Community Engagement Framework 4

2.0 Community Engagement Approach 5 2.1 Public Notices 5 2.2.1 Community Engagement Advertisements and Notices 5 2.2.1 Social Media 6 2.2 Awareness 6

3.0 Stakeholder Groups - Engagement Summaries and Results 7 3.1 Town of Devon Mayor and Council 7 3.1.1 Summary of Conversations / Findings 7 3.1.2 Recommendations / Suggestions for Follow-up 8 3.2 Town of Devon - Employees 9 3.2.1 Summary of Meetings / Events 9 3.2.2 Empathy Mapping 11 3.3 Local Businesses 11 3.3.1 Summary of Conversations / Findings 12 3.4 Regional Employment and Business Centers 14 3.4.1 Regional Employers - High Level Meeting Summaries 15 U of A Botanical Gardens 15 Rabbit Hill Snow Resort 15 Acheson 15 Leduc/Nisku 16 Alberta Aerotropolis and the Edmonton International Airport 16 Century Casino / Race Track 16 Premium Outlet Mall 16 3.5 Regional Municipalities and Counties 17 3.6 Public Consultation - Citizen Groups 17 3.6.1 Youth Experience Group 18 Youth Group Event Summary 19 Recommendations 21 3.6.2 Community Workshop - Focus on Seniors and Physically Handicapped 21 Community Workshop Summary 21 Recommendations 23 3.6.3 Devon Farmer’s Market 24 Engagement Summary 24 Recommendations 25

3.7 Summer Shack Program - Parents with Children 26 Engagement Summary 26 Recommendations/Suggestions 26

4.0 Devon Transit Study Survey 27

Appendix I - Emerging Strategy Draft 29

Appendix II: Devon Transit Study Community Engagement Framework and Methodology 30 1.1 Public Engagement Framework 30 1.2 Communications Plan 31 1.3 Constraints and Risks 31 1.4 Consultation Methodology 32

Appendix III: Artifacts 33 Letter to Mayor and Council 34 Letter of Introduction - Devon Businesses and Community Organizations 35 Letter of Introduction - Surrounding Municipalities and Counties 36 Letter or Introduction - Regional Businesses 37

Appendix IV: Empathy Mapping Summary 38 Devon Transit Study 38 Empathy Map Summary 2017-07-24 38 The Empathy Mapping Process 39 “What is everyone’s bus to me?” Persona Information and Inputs 39 Persona I 39 “What is everyone’s bus to me?” Persona Information and Inputs 41 Persona II 41 “What is everyone’s bus to me?” Persona Information and Inputs 43 Persona III 43

Appendix V: Youth Engagement Event 44 Record of Youth Group Engagement Event 44 2. Description and Process 45 3. Pictures and Summaries of Comments 45 Community Transportation - Future 46

Appendix VI: “Did you know” 47

Information Campaign 48

Appendix VII: Community Workshop - Focus on Seniors and Persons with Disabilities 57

Appendix VIII: Schedule of Events and Deliverables 59

1.0 Introduction

1.1 Communications Project Context

In July 7, 2017, Bridging Consulting Group (BCG) was engaged to undertake a Transit Study for the Town of Devon. The study would provide options for the delivery of cost effective and sustainable transit services both within Devon and between adjacent communities and business areas.

Consultation and engagement with Devon residents and business owners / managers was identified as a key component of the Study. At the request of the Town, the community consultation was to build on a 2015 public survey which had identified key factors that enabled or limited the use of transit services.

Further, the Communication and Public Engagement Plan was to include consultation with transit providers in surrounding municipalities, as well as current and future major regional employers. This would help evaluate current transit service offerings, and identify future demands / opportunities for services and potential partnerships.

A comprehensive Communications Strategy and Public Engagement Plan was developed to organize and manage this consultation. This document provides a summary of the Communications and Public Engagement activities, results and recommendations.

1.2 Devon Community Engagement Framework

The Devon Transit Study Public Engagement and Communications Plan was designed to align with the Town of Devon Community Engagement Framework. The Framework in Fig. 1 was developed in consultation with the Town of Devon Community Development Facilitator. Given that the goal of the project is to provide Town Council with viable transportation alternatives that reflect and respond to the needs of the community, it was determined that BCG would primarily work to the “Involve” level of public engagement, with supporting activities in the “Inform” and “Consult” areas. The governing principles on which the plan was developed, including an outline of the Communications Plan Objectives, Risks and Constraints and the Public Engagement Methodology is included as Appendix II.

Fig.1 Public Engagement Framework Continuum

Inform Using advertisements in the Devon Dispatch, the Town of Devon web page, social media, and letters to key stakeholders, BCG worked to inform the community of the development of the Transit Study, as well as opportunities for their input.

Consult Using primarily an online and paper survey BCG obtained residents feedback on public opinions, requirements and suggestions for transit/transportation. BCG also consulted with regional business leaders and surrounding municipalities to identify their needs for attracting and retaining employees (providing employment for residents of Devon) and with surrounding municipalities to determine their current and future transportation plans. This included conversations on development of alternative solutions such as service delivery partnerships.

Involve Through workshops and conversations at public engagement events, as well as meetings with leaders in the Town of Devon, including Town Council and business owners/managers, BCG worked to ensure public concerns and aspirations were understood and reflected in the alternatives presented to Town Council.

2.0 Community Engagement Approach

Conversations with the Town of Devon Administration were undertaken to identify: ● the key stakeholders for the Transit Study, ● the level of engagement required for each stakeholder group, and ● the alternatives for engagement.

A Stakeholder Engagement Plan was developed to organize and manage the required engagement activities.

The Public Engagement and Communications Plan was designed and implemented around the construct of “going to the people” to address two key risks that emerged from the risk assessment activity. The first was the risk associated with hosting events over the summer months when people are away and do not expect public consultation. The second was the risk associated with potential saturation due to a number of public engagement activities held during the past year.

To effectively connect with the community and address these risks, the BCG team focused efforts towards reaching out and make it easy and convenient for people to engage. BCG: ● organized resident / citizen public engagement events to coincide with already planned and advertised public events. ● organized personal meetings with the larger employers within the Town of Devon (as identified by the Town Administration) as well as, major employers in the region. ● met with representatives of the municipalities in the region. ● developed and implemented a community survey, in consultation with the Town Administration. The survey was available on the Town of Devon website, and paper copies were brought to the meetings with Devon businesses as well as the four public engagement events. ● developed a “Did You Know” campaign to inform residents of the current services.

In all cases the focus was on gathering relevant information on current service offerings and demands / opportunities for future service offerings.

2.1 Public Notices

The public notice tools were chosen based on the needs of each stakeholder group and the resources available.

2.2.1 Community Engagement Advertisements and Notices

The public notice / poster for the study and the advertisement were developed by the Town of Devon. The public notices and invitation to participate in events and the survey utilized the standard information channels used by the Town:

a. An advertisement in the Devon Dispatch b. A Community Post on the Town of Devon Website

c. Posters / information sheets at Community gathering spots Pioneer73 Club, Youth Center, and Town Hall d. Posters / information sheets distributed by the bus drivers to residents using the bus.

The bus drivers were key advocates for the Everyone’s Bus service and actively worked to encourage residents to participate in the workshops and complete the survey. They also provided free rides to anyone participating in workshops at the Pioneer73 lodge.

2.2.1 Social Media

Information on the study and opportunities to participate were posted on the Town of Devon Website and promoted on the Town Social Media Sites, specifically Facebook and Twitter. The Town of Devon also successfully administered a Facebook “bump” that increased survey awareness and participation of Devon residents.

Finally, both the Youth Group and the Pioneer73 Club worked with BCG to increase awareness and participation with their respective members.

● Youth Group emailed notices to members and posted on the Youth Group Twitter Account. ● Seniors emailed members of the Pioneer73 Club from the Club Administration and posted the notice on both the front door of their facility as well as the Club Bulletin Board. ● Town of Devon Facebook notice of the transit study was posted on the Town’s Facebook page. In addition, the Town of Devon Communications Team administered a survey notice “bump”to increase awareness and participation in the survey.

2.2 Awareness

The 2015 Community Bus Survey found public awareness of the service to be an area requiring attention. The Town undertook a number of actions to address this, including rebranding to “Everyone’s Bus”, developing and distributing posters, advertising in the Devon Dispatch, having the bus visible at community events and parades, and providing information on their website. Even with this, during the Empathy Mapping Session (See section 3.2.2) it became evident that awareness of the existing service remains an area of concern for Town administration.

It was determined that this lack of awareness could impact public engagement. In order to address this, the BCG team developed a “Did You Know” campaign to inform residents of the current services. The underlying logic was that it is not possible to acquire meaningful

comments on existing services unless there is a basic awareness. A series of one page fact sheets were developed to inform citizens of each of the current service offerings and these sheets were posted on walls and set out on tables at the public engagement events. The “Did You Know” fact sheets are included in Appendix VI.

These fact sheets were not only successful in providing information and increasing awareness but also stimulated conversations around current and potential service offerings. People easily connected to the topics and shared their comments about service. Either they were not aware of the service, or were not aware of the extent of the service offerings.

3.0 Stakeholder Groups Engagement Summaries and Results

As noted previously, stakeholder engagement activities were designed to reach the greatest number of stakeholders and achieve the desired level of engagement. The following provides a summary of the:

a) Stakeholders engaged b) Method of engagement c) Engagement findings / results d) Recommendations / suggestions for followup stemming from the conversations.

3.1 Town of Devon Mayor and Council

The primary communications to the Mayor and Council was managed by the Chief Administrative Officer. A letter introducing BCG Consultants and providing an update on the work being undertaken by BCG Consultants was sent to the Mayor and Council on August 1, 2017. A copy of this letter is provided in the Attachment III, Project Artifacts.

BCG Consultants met individually with members of Devon City Council. The focus of these meetings was to gather information on the following questions.

● What is the problem and/or opportunity that we are trying to address with this Study? ● We hear that Council’s priorities are Net Zero; Industry Growth; and Complete Communities…how will Transit enable this? ● Connected Communities…what words describe this? ● What are your hopes and aspirations for Devon? ● Where is the future growth of Devon? ● Where is Devon heading relative to regional municipalities?

3.1.1 Summary of Conversations / Findings

The Devon Bus is recognized as important service for the Town of Devon. Throughout the conversations there was a focus building a “Connected Community” that supports residents

and businesses. There was a general consensus that the Community Bus is underutilized and Council is looking to this study to identify options for increasing use of the service. Efficient and effective use of the asset is important not only for financial accountability but also for achieving Council’s priorities related to Net Zero, services to citizens across demographics, and economic growth in general.

Discussions with Town Council and Administration along with review of municipal documents confirm that: ● Net Zero is a priority for the Town and public transportation / transit must establish policies, practices and measured targets to realize this goal ● Industrial and economic drivers are vital to ensure the property tax base returns to a viable balance between nonresidential and residential tax rates. Public transportation / transit that removes the barrier to access employment and the workplace is seen to be a vital strategy. ● The provincial expansion of Highway 19, the eventually Highway 60 realignment, and potential development in Devon along the west side of Highway 60 are planned commercial / industrial / residential economic opportunities for Devon and employers in the future. Recent Devon and City of Edmonton annexations create new opportunities for Devon residents for shopping, dining, recreation and employment. Passenger transportation services along these transportation corridors and annexation areas are vital economic development and employment. ● Residents have expressed the desire for more frequent daily, more scheduled runs, additional regional destinations, and regular commuter service to remove barriers to destinations. The mode of transportation, level of service and cost of these expectations are critical to a viable service and a economically feasible offering.

3.1.2 Recommendations / Suggestions for Follow-up

1. Study recommendations must be financially prudent and sustainable. If possible maximize effective use of current assets. 2. Study must recognize the importance of facilitating and encouraging a “Connected Community” 3. Study must support the Town’s initiatives related to Net Zero, as well as economic sustainability and growth. 4. It is important that the Study reflects the ■ need to get people to Employment Centres (EIA & Outlet Mall, Acheson, Devon businesses) ■ Transit must be an easy ride (Available, Accessible, Affordable, Safe, and Satisfying)

■ Council Priorities are key to Devon (Net Zero, Economic Growth, 70/30 tax split, Community) ■ Council must measured risktolerance for growth (Leading, not bleeding edge, supported by evidence) ■ Transit must meet expectations and perform (Serve the riders and growth, self-sufficient) ■ Must be regular, predictable service ■ Must be Net Zero and economically viable (breakeven)

3.2 Town of Devon Employees

Meetings were held with key employees of the Town of Devon throughout the development and implementation of the Study to ensure they were included in key decisions and updated on the progress of the activities.

3.2.1 Summary of Meetings / Events

Meetings and activities included:

Meeting / Activity Date / Town of Devon Completion Administration Consultation

Confirmation of objectives and Completed Tom, Pat, Ki, Heather expectations for development of Charter July 25

Meeting with Bus Drivers Completed Tony, Monica July 11

Consultation to identify policies, Completed Heather procedures and communications practices. July 14

Letters of Introduction to Town of Devon Completed Tom Businesses, Surrounding July 19 Municipalities/Counties and Regional Businesses

Emails of introduction from Pat to key Completed Pat businesses in the Town of Devon July 25

Development of Communications Plan and Completed, Heather Public Engagement Plan July 25

Poster and Advertisement for Devon Completed Ki Dispatch July 31 Heather

Internal Communications Posters and Completed Posters and Website Website July 31 Ki and Justin

Development of Personas and Empathy Completed Heather, Ki, Justin, Monica Mapping followup analysis July 24

Development of Survey Completed Heather, Ki, Justin August 3

Milestone #1 Public Engagement and Completed Tom Community Plan delivered to CAO July 28 Tony

Youth Workshop Completed Heather August 8 Katy

Meeting / Activity Date / Town of Devon Completion Administration Consultation

Seniors Workshop Completed Heather August 15 Monica

Farmers’ Market Conversations and Completed Tony Survey August 17

Conversations and Survey Parents and Completed Summer Shack Children Summer Shack Centennial August 18 representative Park

3.2.2 Empathy Mapping

The Empathy mapping approach was used to create a deeper awareness and insights into the customer experience and how they drive the business outcomes of Everyone’s Bus service. BCG engaged key members of the Town Administration to develop empathy maps as one activity of the Public Engagement Plan. The results of this exercise were used to both create awareness of the customer experience and shape the community consultation.

Overall, many of the pains (what’s not working) and gains (what's working) identified in empathy mapping exercise were reflected in the results of the various public engagement sessions and the survey. Also, many of the observations/comments made by the town employees in the empathy mapping sections mirrored the findings of the public engagement sessions and survey. At a high level, four of the primary observations covered in both the empathy mapping and the public engagement exercises were:

1. Value The bus service is highly valued by the seniors and persons with disabilities. (The value proposition offering meets the needs of this customer group). 2. Awareness There is a general lack of awareness of the service offering and this is further complicated by the view that it is a senior’s bus. (This indicates a limited effectiveness in connecting with and building relationships with a wider range of potential riders/customers). 3. Hours of operation The current schedule does not meet the needs for hours of service. (This current value proposition offering only works for a limited customer segment Seniors and persons with disabilities). 4. Frequency and Locations The current schedule does not meet the needs both in terms of destination options and the frequently of services to these destinations. (This current value proposition offering only works for a narrow customer segment limits ridership growth).

The Town Administration participants in the empathy mapping activity identified four of the primary observations, indicating that they have a strong understanding of the customer base. Additional insights were provided in the public engagement sessions that will be used confirm the empathy mapping outcomes. The results of the empathy mapping exercise are included as Appendix IV.

3.3 Local Businesses

Businesses in the Town of Devon were consulted to identify their transportation service needs, including opportunities to bring customers to their businesses, and opportunities for their employees to use the service. In keeping with the “Go to the people” approach the primary method of communication and engagement was through direct meetings with the business owners or managers.

With the assistance of Town Administration the major employers were identified for personal engagement meetings. The Town of Devon Economic Development Officer, notified business

leaders that BCG would be contacting them to arrange a meeting. A letter of introduction was provided by the Chief Administrative Officer. The businesses identified by the Town included:

● Hardy’s Independent Grocery Store ● IGA ● Home Hardware ● Devon General Hospital ● Devon Research Center ● Tim Horton’s

In addition, BCG attended a Chamber of Commerce Luncheon (July 11, 2107) and met with a representative of the Chamber of Commerce. BCG Consultants met with a local realtor from Devon Realty to identify emerging trends in the business and residential markets. BCG consultants visited businesses along major arterials to encourage business owners to complete the survey.

Finally, BCG consultants engaged the local taxi service providers to seek their input into the study. Demand for service has dropped considerably in the past two years. This has left few options for reinvestment in new vehicles, including expansion to provide a vehicle with a lift for persons with disabilities. If the Town wishes the taxi services extended to provide for persons with disabilities, there would be a willingness to discuss partnering and leasing the vehicle from the Town.

3.3.1 Summary of Conversations / Findings

The business leaders consulted were supportive of the Transportation Study and pleased to have an opportunity to participate. Several businesses indicated they have job openings and are finding it difficult to attract and retain employees. They feel limited transportation alternatives could be one of the underlying reasons for this. Many of their employees either do not own or have limited access to a vehicle. While some employees can get rides with family members or friends, others must depend on other modes of transportation (walking or biking) for getting to and from work. Overall, the consensus was that Devon should look into extending the Community Bus services to include daily services, at least within Devon, along with extended hours of operation. They also indicated that there may be some interest for employees living outside of Devon to use a commuter service to get to Devon. They saw this as a “two edged sword”. In one case customers would go to services outside of Devon, in the other case those who commute for work bring their paycheques back to Devon.

The Chamber of Commerce stressed the economic downturn has impacted businesses, making it even more important that investment in transportation services be financially responsible and sustainable, i.e. limit impact on town budget and tax base. At the same time,

it was recognized that the service provides an important social need and contributes to attracting and retaining residents.

The following is a list of businesses and highlights of the conversations

1. Tim Hortons a. 43 employees numerous employees new to Canada b. Supportive of transportation study and encouraged staff to complete the survey c. In addition to public transportation, suggested cycle paths could be extended to reach business areas, allow cyclists, electric wheelchairs/scooters or even golf carts to use the paths to access businesses. 2. Home Hardware a. Concern that public transportation would take residents outside of Devon for shopping. b. Sees the need for public transportation for seniors, to allow them to age in place, and perhaps youth without cars. 3. Businesses General a. Recognizes need for public transportation for seniors and people with disabilities. b. Would like to see at least one morning and afternoon run into Edmonton to help residents commute c. Several indicated that commuter services would help their staff who live in Edmonton d. Would like to see expanded services within Devon, more days of the week and at least until 7:00 PM 4. Devon General Hospital a. Over 200 employees b. Supportive of Transportation Study and encouraged staff to complete the survey c. Feels expanded transportation services would benefit the Town 5. IGA and Hardy’s Independent a. Supportive of the Transportation Study b. Expanded transportation to include Edmonton could be a double edged sword, both attracting people to Devon and taking potential shoppers away.

3.3.2 Recommendations / Suggestions for Follow-up 1. Based on the conversations with the business leaders, questions were included in the Transit Survey to determine the level of interest for people working in Devon to use the Community Bus if the service was offered daily and had extended hours of operation. 2. Ensure options for future services include an analysis of financial impacts.

3.4 Regional Employment and Business Centers

Working with the Town of Devon, and with additional research, BCG identified key regional employment centers. Representatives of these business centers were contacted to discuss current and potential future needs for bringing employees from Devon to their centers as well as possible partnership opportunities. The Town of Devon provided a letter of introduction. (Attachment III: Artifacts)

Regional Employment Centers or organizations consulted included:

● Leduc / Nisku Economic Development Association ● Acheson Business Association ● Edmonton International Airport ● Century Casino Inc Century Mile Racing Entertainment Center ● Premium Outlet Connection Edmonton International Airport ● Leduc Chamber of Commerce ● U of A Botanical Gardens ● Rabbit Hill Snow Resort

BCG made numerous attempts to meet with represents of the River Cree Resort and Casino, however, a meeting could not be arranged.

When meeting with business representatives questions were asked regarding: ● Awareness of the Town of Devon and community providing employees to their business center ● Plans for development / expansion ● Numbers of employees from Devon (current and future) ● Hours of work ● Plans for job fairs (for new businesses to determine if shuttles from Devon to the job fairs would be possible) ● Plans for employee and customer shuttle services ● Potential interest in partnering with Devon for community shuttle services

While established businesses, such as the U of A Botanical Gardens and Rabbit Hill Snow Resort could provide detailed information, most of the primary employment centers do not track where employees live. Future employers HR groups, would reach out to Devon and region for employment opportunities at a later date ( Century Casino Q1 2018 projected).

3.4.1 Regional Employers High Level Meeting Summaries

Seasonal Employers The U of A Botanical Gardens and Rabbit Hill are both seasonal employment centres.

U of A Botanical Gardens The U of A Botanical Gardens hires between 3 and 9 summer students from the Town of Devon. They also have a number of volunteers from Devon. Both employees and volunteers travel to their site by car. They are open seven days a week 10:00 AM to 6:00 PM and late on Thursdays to 10:00 PM.

The Botanical Gardens investigated the option of regular a shuttle with ETS but the cost was prohibitive. They were not aware of the Devon Community Bus and would be interested in possibly partnering in 2018 to bring people from surrounding communities to the Gardens.

Rabbit Hill Snow Resort The Rabbit Hill Snow Resort employs between 275 and 300 seasonal employees. Approximately 20% (50) are from Devon. Their seasonal hours of operation are Weekends 8:30 am 9 pm, Weekdays 9 am 5 pm, and Evenings 5 pm 9 pm. Employees cover a wide range of demographics, 14 70 years old.

Rabbit Hill has their own bus which runs Saturdays and Sundays and every day except Christmas day over the Christmas holiday period. The primary purpose of the bus is to shuttle skiers to and from the resort. The Devon pick up is at 9:20 am and the drop off is at 4:40 pm. There are very few riders picked up at the Devon stop. There may be an interest to have Devon as a transportation hub for the area, if a proper location could be found for skiers to park their cars.

Business Parks

The Leduc/Nisku and Acheson Business Parks have numerous businesses and do not have specific information on the numbers of employees. Most employees require their vehicles for work.

Acheson Most employees require their vehicles for work. There is a bus service to the Acheson North site (Zones 15) . Parkland County implemented a shuttle within Acheson, however, the ridership is low and there were tax increases required to implement the service. This service uses the TransLoc App (rider demandresponse transit app) or riders can call Southland Transportation at 780455822 to schedule shuttle service pickup and drop off. Future transit service is projected to start next year in the newer area of Acheson south of 16A. At this point in time there were no opportunities seen for partnering with Devon to take employees from Devon to Acheson.

Leduc/Nisku

Given the downturn of the oil and gas economy and the oil services industry, Leduc and especially Nisku industrial employers have suffered significant downturn and loss of revenue and employment opportunities. While the Greater Edmonton’s unemployment rate in July 2017 was 8.9%, Nisku has loss more than 10% of their workforce. This is evident by the 60% drop in vehicles travelling in and out of Nisku from 20,000 to 8,000 daily. Many of the job losses are fulltime, high salary positions and there is a structural shift to parttime and lower wage job offers. The City of Leduc and the Nisku Industrial park are embarking on commercial / industrial renewal strategic planning initiatives.

Alberta Aerotropolis and the Edmonton International Airport

The Edmonton International Airport terminal expansion and hanger operations has as many of 6,500 people employed in full and parttime positions and a variety of jobs. At any given time, there are at least 2,500 employees working at the airport. Most of the employees outside of Leduc come from Edmonton either on private commuter buses or the ETS Route 747 bus that runs 20 hour a day.

Growth and land development in this Aerotropolis land and commercial development is progressing quickly, immune to the downturn in the economy. Ivanhoe Cambridge’s Edmonton Premium Outlet Mall is scheduled to open in the 2018Q2 with the prospects of 1,0001,200 service and retail jobs. Aurora Cannabis is close to completion of their 800,000 square foot glass covered cannabis growing operation with prospects of hundreds of jobs. Century Casino, Racetrack, and Hotel plus Costco are other named businesses that plan to build and operate in this Aerotropolis by 2019. Overall, this region hopes to provide 1,5002,500 new jobs.

Century Casino / Race Track At this point in time the number of full and parttime employment could not be provided. This information should be available in Q1 2018. Job fairs will start at that time. Projected opening is Q4 2018. The Casino hours are based on the Gaming Act and will be from 10:00 AM to 3:00 AM. The Race Track will be operating on a 3day Cycle around weekends.

The Casino is still looking into options for transportation. They expect to work with regional hotels on shuttle services. Their research shows most of their primary customers arrive at their destination using their personal vehicles.

Premium Outlet Mall Despite numerous attempts, a meeting could not be arranged with the marketing representatives of the Outlet Mall. The project is schedule for completion in mid2018. It is

planned to have over 100 stores and estimated to employ over 1000 people.

3.5 Regional Municipalities and Counties

Regional Municipalities were consulted regarding information on their transit services and where appropriate options for possible joint delivery of services were discussed.

Regional Municipalities and Counties contacted: ● City of Edmonton ● City of Spruce Grove ● City of Leduc ● Town of Fort Saskatchewan ● Town of Beaumont ● Town of Calmar ● Sturgeon County ● Parkland County ● Leduc County ● Enoch Cree Nation

In addition, BCG contacted the Edmonton Global , Alberta Urban Municipalities Association (AUMA) and the Metro Edmonton Transit Advisory Board, and Leduc / Edmonton / Edmonton International Airport consortium to identify any emerging issues, trends and opportunities that should be considered in the study.

The meetings were primarily focussed on service options, how their respective transportation services were developed, ridership, costs, and potential partnerships. Although these meetings were identified in the public engagement plan, the findings and recommendations are included in the final Transit Study report.

3.6 Public Consultation Citizen Groups

Five citizen groups were identified for public consultation: ● Senior citizens ● Physically challenged citizens ● Youth ● Residents with young children ● Resident general

In order to mitigate the risk of hosting public engagement over the summer months, engagement activities were planned to coincide with established events and in locations frequented by the citizen groups. A summary of the Public Engagement activities is provided below.

Public Target Citizen Group Location Coordinated Engagement Activity / Event Comments

August 8 Workshop Focus on Youth Youth Center Local Youth Experience Group Facilitated Session

August 15 Workshop Focus on Pioneer 73 Center Coordinated Seniors and notifications with the Persons with Disabilities Pioneer 73 Club (All residents could attend) Facilitated Session

August 17 All residents Farmer’s Market - Information Table at Devon Community the Farmer’s Market Centre

Public Target Citizen Group Location Coordinated Engagement Activity / Event Comments

August 18 Parents with Children Centennial Park Coordinated with All residents Summer Shack event

August 4 20 All residents Public Survey - Online Paper copies distributed at events

The methods of engagement were dependent upon the participant audience, location and opportunity for conversations. All citizen engagement events, with the exception of the Public Survey, were designed to encourage active participation and conversations with both the the BCG consultants and between participants. The Public Survey was a public consultation open to all residents.

3.6.1 Youth Experience Group

A Public Engagement Session was held on August 8th at the Devon Youth Centre. The event was held in collaboration with the Devon Youth Experience Group. Seven people participated in the event.

A “Rich Pictures” method was used with the youth group to identify their key needs for community transportation from current and future perspectives. Participants were divided

into two groups to ensure everyone could participate. In the first exercise participants were invited to draw their “story” of what Community Transportation meant to them today. In the second exercise participants were invited to draw their “story” of what they would like Community Transportation to be in the future. Following this, each of the youth group participants shared what was meant by the drawings in their pictures. This was captured to generate their “shared story” of community transportation for Devon.

Youth participants were provided with an opportunity to complete paper copies of the survey, however, all participants indicated they would prefer to complete the survey online.

In the followup analysis the information recorded was reviewed and categorized based on key elements that are required to manage business operations (operational network) and to connect with people needs, locally and regionally (social network). These elements are:

● Ridership who uses or could be potential customers of “Everyone’s Bus” /transit ● Route where do people need to get to go from ● Demand when do people need to get to go from ● Awareness, Education what services exist or are possible pains addressed, gains created

Youth Group Event Summary While participants were aware of the community bus, and in fact many had used the bus when it was rented for Youth Group events, there was no awareness that the bus was open for use by all residents. In the conversation it was dubbed, “The Unknown Bus”. Youth saw the bus as a service for seniors or physically handicapped citizens. They were also surprised to learn that the bus went to locations outside of Devon.

Transportation is seen as “freedom” and having access to a vehicle or having a friend with a vehicle was identified as important for social activities and networking. Not all participants had a driver’s license and those that did were keenly aware of the expenses associated with owning and operating a vehicle. This was clearly evident in one of the pictures where the centerline of the road included dollar ($$) signs. References were also made to the cost of parking. Limited finances were frequently mentioned during the drawing exercise.

In conversations it also was evident that youth depend on largely on parents for transportation to social activities, sports, and work. Alternatively they walk, ride a bike or skateboard (in the summer) to activities. It was noted by the the Youth Experience Group Coordinator that attendance at their events drops off in the winter, especially if it is cold. This is attributed to the distances some participants must walk in absence of alternative means of 19

transportation. It was noted that the current services, other than rentals, do not meet the needs of youth for the majority of the year due to frequency (days) and hours of operation.

Owning or having access to a vehicle was seen as the primary option for transportation in both the current and future state drawings. At the same time, in the summary conversations regarding future state, there was an understanding that transportation was changing and youth could see potential for services such as Uber and use of a Transit Service including buses or LRT. The “attractiveness” of public transportation increased when the discussion turned to the cost of owning and operating a vehicle. At least one of the participants will be attending university and would like to have the Devon Service accept UPass. It was noted that the Spruce Grove service accepts UPass. This would have to be validated.

Recommendations 1) Work with the Youth Experience Group to investigate options for: a) increasing hours of operations for Everyone’s Bus to allow Youth to use the service to attend Youth Experience Group events during the winter months. b) Increasing awareness of Everyone’s Bus and the services it provides c) Identifying a pricing model that would encourage youth to use the bus 2) Investigate Spruce Grove Transit to Edmonton to determine if their service participates in the UPass program. Check to see if residency in Spruce Grove is a requirement for using the service. Determine if it is a possible option for Devon University Students to use their UPass if they travel to Spruce Grove to use that service. (This is only possible if their postsecondary education provider participates in the U-Pass program.) If this is the case, facilitating a ride share to Spruce Grove to allow students to take the Spruce Grove service using their UPass may be an alternative option for students. 3) If Devon expands services to go to Edmonton, investigate options for having the Devon service included in the UPass Program.

The record of the Youth Engagement Event, including pictures, is provided in Attachment V.

3.6.2 Community Workshop Focus on Seniors and Physically Handicapped

A community workshop was held at the Pioneer73 Center on August 15, 2017. The target audience for the workshop was the seniors and people with physical handicaps, however, all residents were welcome to attend.

Eighteen people attended the event. The Town of Devon provided free bus service to the event and this attracted participants. The “Did You Know…” fact sheets were placed on the tables and generated discussion.

A modified “World Cafe” method was used with the seniors group to identify their key needs for community transportation. The seniors self selected into four groups sitting at four different tables. Each group elected a host to capture the key points of their table’s conversation. These key points were then shared with the rest of the groups to cross pollinate ideas and generate further insights. This cocreated the community transportation story for Devon’s seniors.

Community Workshop Summary The Devon Community Bus was viewed by all participants as a valuable service. A number of participants noted that the Community Bus is a critical service, especially for participants

with physical disabilities and especially in the winter months when the climate limits the use of motorized wheel chairs and scooters. Devon Taxis do not have the ability to carry wheelchairs or scooters. A number of participants noted that as seniors lose their ability to drive (i.e. medical limitations to licenses) the service becomes more important as their means to access commercial, medical and community services. The Community Bus is not only seen as a means of transportation but a critical element to help residents socialize and remain in their homes and independent. (Note this aligns with Provincial plans for aid aging in place.) The overarching and strong view was that the service must be retained and ideally expanded.

Participants expressed appreciation for the excellent care provided by the bus drivers. The personalized care, in the form of assistance with packages (groceries) provided by the drivers is also appreciated, as it is often difficult for seniors to carry groceries. It was noted that the role of the driver is to provide safe transportation and he/she should not be considered a caregiver. It was also noted that the current policy in Devon allows caregivers to ride with passengers free of charge. It was suggested that many seniors do not require caregivers, all they need is assistance carrying packages to their house. It was suggest that the community look at developing a volunteer program to help seniors with services such as shopping and that these volunteers be allowed to ride for free.

Participants strongly felt that affordability was an important consideration. While most felt the $5.00 fee for intown service was reasonable, the $15.50 fee for trips to Edmonton was found to be high and limited possible use. It was noted that if two people in a household (i.e. a couple) both wish to use the Community Bus, their cost is essentially “double” and it now becomes more practical and affordable to use their personal vehicle.

Overall, participants wanted to see both the hours of operation for services within Devon extended as well as the frequency (days of the week). Concern was expressed that many appointments cannot be arranged to align with the current Tuesday and Thursday (9:00 to 2:30) hours. It was commented that young families with only one vehicle have this same issue when trying to use the bus. It was noted that in the winter months Devon has numerous evening and weekend activities (dinner theatres, Christmas in the Park, etc.) and the bus does not operate during these hours. Adding the cost of a taxi service ($5.00 each way) can be the tipping point for attending the events. If expanding the service hours for the bus is not possible, it was suggested an alternative would be to provide a cab subsidy for seniors to allow them an affordable transportation option.

Participants also wanted to see expanded, daily service to Edmonton and Leduc. Again, it was noted that medical appointments are often in these larger communities and cannot be arranged to align with existing service days.

Participants also wanted to see expanded services to allow more social events. Suggestions included:

● Lunches or dinners in locations such as Calmar ● Visits to an indoor swimming pool in a neighbouring community (a winter event) ● Bowling ● Bingos in neighbouring communities ● Flexibility adding more frequent visits to malls in Edmonton ● Evening activities at the Citadel, Jubilee Auditorium, etc.

It was generally agreed that there is a lack of awareness of the services offered by the Community Bus. It was recognized that the Town has tried to advertise the service, but participants felt the advertising was not effective for the following reasons:

● There is a heavy dependence on the web, and many seniors do not use the web. If they do use it, they find it hard to find the information. ● Not all areas in Devon have Devon Dispatch delivery and delivery is not consistent. ● Advertisement in the newspaper are in small type and hard to read. ● The Community Shuttle poster has a lot of information and is hard to read.

Participants felt that word of mouth is the best communications. Advertising materials must reach everyone and be easy to read and follow. Advertising must also be kept updated when changes to service are made.

Recommendations 1. Investigate options to increase the hours of operation within Devon. These increased hours could be coordinated with the events in town or in the region (e.g. dinner theatres, bingos, etc.) 2. Investigate options for increasing frequency of operation (days of the week) within Devon to give seniors and persons with disabilities increased options for arranging medical and personal services. This is especially important in the winter months when it is difficult to use wheelchairs, scooters and walkers, especially given that local taxi services do not have lifts. 3. If extending service hours is not possible, investigate options for subsidizing taxi services for seniors. 4. Investigate offering daily service to Edmonton and Leduc. This could be coordinate with commuter services and would allow residents (seniors, persons with disabilities, and young families with one vehicle) to use the Community Bus for important medical and personal services that are not available in Devon. 23

5. Investigate increasing the frequency of service to current destinations (e.g. River Cree, Spruce Grove and Edmonton malls) 6. Increase the number of types of special event destinations such as visits to indoor pools (winter), lunch/dinner in Calmar, Citadel, Jubilee Auditorium, etc. 7. Develop an education / awareness program that will reach all households in Devon and create a “buzz” to encourage word of mouth advertising of the program. 8. Work with community groups to develop an “Assistance for Seniors” program to help Seniors with small tasks such as shopping and carrying groceries to into their homes. Allow these volunteers to ride free with the seniors. (Note: In keeping with the Connected Community concept, this volunteer program could include other services that help connect the community, such as shovelling sidewalks, etc.)

The detailed event information is provided in Appendix VIII.

3.6.3 Devon Farmer’s Market

BCG Consultants set up an information table at the Devon Farmer’s Market on August 17, 2017. Copies of the “Did You Know” fact sheets were posted on the wall behind the table and on the table. Copies of the survey were available for anyone interested in completing the survey. In addition, a BCG consultant visited each of the tables in the room and vendors from Devon were informed about the Study and encouraged to participate.

Engagement Summary Numerous people passed by the table and looked at the Did You Know fact sheets. Approximately 20 people visited the table and engaged in conversation. Most people were not aware of the Community Bus service and if they were aware of the service, they did not know it was open to all residents, nor were they aware of the destinations or rental services. This lack of awareness was primarily with youth and young families. Most seniors were aware of the service, even if they did not know the extent of the service offerings.

There were three key findings from this engagement: 1. There is frustration with the existing service.

Although services are offered to a number of destinations, ie. Leduc, Edmonton Malls, Spruce Grove and Costco/River Cree, there must be a minimum number of participants before the service is followedthrough. While this may be for sound financial reasons, the customer view is it makes the service unreliable. It was noted that on more than one occasion potential riders called to book a ride to one of the destinations and was informed that not enough people had shown an interest in the scheduled destination for the service to be completed. The impact is potential riders gave up trying to use the service.

2. People with disabilities depend on the Devon Bus or their private vehicle with a lift.

If their private vehicle is not available or their caregiver is not available to drive them, there is no alternative service in town. Local taxis do not have a lift. This can be isolating for people with disabilities and can be critical if there is an urgent situation that does not require an ambulance but does require transportation services. Examples of this are: a) an illness requiring urgent care, and the caregiver / personal driver is at work. b) caregiver / driver is ill or injured c) private vehicle with lift is damaged or requires repair. The current hours of service of the Devon bus within Devon are extremely limited, only two days per week, 9:00 AM to 2:30 PM. It can be difficult to book medical appointments around these times.

3. The Community Bus is a service that could attract people to live in Devon.

Visitors to Devon, i.e. staying at the campground, were impressed with the fact that the Town has a community bus and that a study was being done. They indicated that they would be retiring soon and would be looking at relocating closer to Edmonton. They do not wish to live in Edmonton and knowing that Devon has a Community Bus became an important consideration for seeing Devon as a possible place to live. It would allow them to age in place and maintain independence when they could no longer drive.

Recommendations The following recommendations were identified during conversations at the Devon Farmer’s Market:

1. Community awareness and education of the service is critical.

An awareness and education campaign should leave something with residents that is “visible” and will remind people of the service options on an ongoing basis. This could take numerous forms including a large fridge magnet or laminated sheet that could be hung on a bulletin board or fridge. The Farmer’s Market has a portable sign reminding people to visit the Farmer’s Market, hours of operation, etc. Messaging as visible and direct is needed for the Community Bus.

2. Change the practice of requiring a minimum number of riders before a service offering is completed.

The current policy, while being fiscally responsible, moves the customer away from the centre of the service being offered. The choice to use the service is not up to them, but other riders. It creates uncertainty and customers experience the service as being unreliable if there are not a minimum number of riders. This may actually limit growth of ridership.

3. Investigate options to provide the limited number of persons with disabilities in Devon 25

with contact information and the capability to call for service outside the regular scheduled service should an urgent situation arise.

3.7 Summer Shack Program Parents with Children

In order to reach residents with young families BCG attended a Summer Shack event on Friday August 18, 2017 at the Centennial Park Spray Park. BCG set up a table near the Summer Shack tent and placed posters around the edge of the table and “Did you know” posters on the table. In addition, a BCG consultant walked throughout the site asking residents if they would like information about the Community Bus or would like to complete the survey. Recognizing this was family time, the engagement approach was “soft” with conversations only occurring if interest was shown. BCG attended the event for approximately two and half hours during peak hours 11:30 2:00. Paper copies of the survey were available and provided to residents if they wished to complete one.

Engagement Summary Although the weather was reasonably nice attendance was relatively low. During the event BCG engaged approximately 18 people in conversations. As with the other events, most people were not aware of the service. Six people were not from Devon and were camping in the Lions Campground. They were impressed with the fact that Devon had the service. Two people had already completed the survey online and were aware of the service. During the event three people completed paper copies of the survey, with the remainder indicating they would prefer to complete the survey online.

When BCG first arrived a day care was visiting the park and the day care operators expressed interest in the study and Community Bus Services. They were unaware that the bus could be rented. They said they rent buses a couple times a month and would prefer to use the local service if it was available and retrofitted to allow children to use the bus.

Recommendations/Suggestions 1. Local day cares are a potential customer.

Allowing daycares to rent the bus would encourage children think about using the Devon Bus from a early age. Also, having day care children use the bus will raise awareness of the bus service with parents and other family members who either have to approve field trips, chaperone field trips, or hear about field trips. In addition, having a community bus capable of transporting children would provide a valuable service to local businesses that currently rent buses to take families and children to events.

2. Investigate whether other businesses or community organizations rent buses and if there is an opportunity to use the Community Bus to fill this need.

This would not only provide additional revenue but it would help build awareness of the bus services that could extend into other service offerings.

3. Consideration should be given to either retrofitting the existing bus to make the necessary changes to allow young children to ride the bus and any future bus purchases / leases should have seat belts as a requirement.

4.0 Devon Transit Study Survey

BCG, in consultation with the Town Administration, developed and implemented a community survey. The survey was available on the Town of Devon website, and paper copies were brought to the meetings with Devon Businesses as well as the four public engagement events.

The survey was promoted in the advertisement in the Devon Dispatch as well as on the Devon Website and through Devon Social Media accounts such as Facebook and Twitter. BCG consultants also brought copies of the survey to meetings with businesses and asked business leaders to encourage their respective staff to complete the surveys.

The survey was developed in consultation with the Town Administration as well as BCG transportation and public engagement consultants. At the request of the Administration it was designed to build upon, not repeat or validate the 2015 public survey on the Devon Community Bus.

The survey uses a nonprobability sampling method called voluntary sampling in which people selfselect into the survey. As a result, only people with a strong interest in the topic respond. However, there is no ability to control the sample parameters, such as demographics, to calculate the response rate or margin of error. Voluntary surveys are generally considered biased because the only responses are from people interested in the topic. In this case, it was determined that this methodology would be acceptable because the purpose of the survey was not to gather general public opinion on the Community Bus. Rather, the purpose was to determine if there is sufficient interest in new or expanded service offerings, and if there is, identify the most viable destinations and schedules.

In other words, rather than undertaking a phone survey or onstreet survey with a desired survey sampling based on demographics, it was decided to make the survey available to all residents and voluntary. Through advertising in the paper, promotions on the Town Web Page, as well as the Town’s Facebook and Twitter Accounts, as well as at public engagement events, efforts were made to ensure as many residents as possible were made aware of the survey and could voluntarily participate.

The survey was available on the Town of Devon Website between August 4 and August 20, 2017. In total 169 residents completed the survey online and 22 submitted paper copies, for a total of 191 responses. This is considered a strong response rate and is consistent with the survey methodology used by the Town of Devon.

The detailed analysis of the survey is provided in a separate report: Town of Devon Transit Study, 2017 Community Survey on Transportation Services.

Appendix I Emerging Strategy Draft

During the development of the Communication and Engagement Plan, the following strategic model was developed. The model was used to guide resources and conversations.

Fig 1.

Everyone’s Bus provides transportation experiences, services and/or products for individual riders and groups who live in the Town of Devon. This is the “core” transportation business space shown in Fig. 1.

There is an opportunity to broaden Devon’s transportation offering by stepping outside of the core business space and looking at related opportunities. These types of opportunities live in the “Adjacent “ space shown in Fig. 1. This approach addresses risk and provides a practical way forward when moving outside of the core business space for transportation alternatives. One foot remains inside the core business to take advantage of existing core competencies and one foot is outside, into the adjacent space to prepare for what is coming next. These related opportunities would be both inward focusing (Devon) and outward focusing (Regional).

Appendix II: Devon Transit Study Community Engagement Framework and Methodology

The following outlines the guiding principles that were used in the development of the Community Consultation Framework, the Communications Plan, and overall Public Engagement Methodology.

1.1 Public Engagement Framework

Inform Build Awareness ● Inform citizens and businesses of the purpose / objectives of the Transit Study ● Invite citizens and businesses to participate broaden public involvement and input

Consult ● Gather information ● Provide a platform to hear diverse perspectives ● Inquire and discover needs, alternatives and opportunities

Involve ● Listen and learn needs, alternatives and opportunities ○ Meet with the Mayor and Council, Town of Devon ○ Meet Town leaders and employees ○ Public meeting(s)/workshop(s) ○ Public survey ○ Meet with Regional Government (Transportation) partners, municipalities and counties ○ Meet with Devon Business Owners and Managers, ○ Meet with major regional employment centers employing residents of Devon ○ Meet with economic development groups in the region ● Document comments, concerns, opinions and ideas ● Build shared awareness Act ● Communicate final report, with associated observations and alternatives for consideration ● Present options to Town Administration and Council

1.2 Communications Plan

The Communications Plan was developed and implemented in consultation with the Town of Devon. The Plan: ● Identified stakeholders groups, individuals, businesses, associations, etc. ● Defined key messages ● Defined the information needs of each stakeholder group ● Identified communications options/methods suitable for each group ● Defined effective communications channels for each stakeholder group ● Developed and coordinate communications ● Defined communications processes and timelines ● Identified roles and responsibilities for all communications activities

The Transit Study communications and public engagement activities supported the Town’s Vision and Mission and followed Town policies, procedures and direction of Town Administration.

1.3 Constraints and Risks The following constraints and risks were identified and addressed in the development and implementation of the Communications and Public Engagement Plan:

Constraint ● In order to meet the September timeline for an initial report the primary communications, public workshop and survey must be conducted over the summer months. ● Cost of the Devon Transit Services consultancy project is limited, fixed as it has been approved by Town Council and is for consulting cost plus accommodations only. Risk ● The public generally does not expect major public consultation during the summer months, and many people are not available due vacations. This imposes risks associated with limited public response, which in turn could put into question the accuracy of the public consultation findings. Risk ● In the past year the Town of Devon has undertaken three major public engagement initiatives, including three surveys. In addition, a local community group, The Voyager Park Improvement Committee completed a public engagement program which included two surveys. While all of these events were successful in engaging the public, we are engaging the same core audience and they may have reached saturation point. Risk ● There is another major initiative being undertaken by the Town; development of an Economic Development Strategy. This strategy may require the same resources from the Town administration, i.e Leadership Team, communications, etc. This may put stress on limited resources, with the secondary impacts on quality and timelines. In addition, the outcomes of the Economic Development Strategy may have downstream impacts on the Transit Study and visa versa.

1.4 Consultation Methodology The communications and public engagement plan for the Town of Devon Transit Study was based on the constructs of the social and operational networks that influence effective communication.

The Operational Network The solid lines represent the formal top down channels for messaging and direction from the organization, and the dotted lines indicate the informal (social) conversations between stakeholders. The primary methods of communication are Operational Network formal and based on policy and procedures. ● Prevailing structure centralized: The operational network is important for Strong central, weak distributed informing the citizens and seeking input ● Hierarchical decision making through formal channels such as written responses, emails and public ● Enables management of resources, meetings.. allocation of staff

The Social Network is highlighted by solid lines that represent informal, and dynamic conversations between citizens, business and stakeholder groups. The shared decisions, exchange of ideas, and actions move through the social network (grape vine) at a much faster speed than

the formal operational network (dotted lines). Effectively connecting community ● Prevailing structure decentralized: Weak through conversations is supported by central, strong distributed tools such as facilitated workshops, open ● Shared decision making, amplify/accelerate houses, world cafes, and social media. ideas and actions ● Enables “different” (not status quo) thinking, actions and activities

The Communications and Engagement plan utilized the strength of each network to effectively reach the identified stakeholder groups.

Appendix III: Artifacts

Letter to Mayor and Council August 1, 2017

Mayor and Council

As you know, we recently engaged Bridging Consultants Group Inc (BCG) to undertake a Transit Study. The goal is to have a strong, sustainable passenger transportation plan that meets the needs of Devon citizens and businesses.

Over the past three weeks, BCG has met with members of our civic administration, the owners and managers of several Devon businesses, major employers in the region, and representatives of several municipalities with transit services in the Edmonton Metropolitan Region. Approximately seventy percent of the planned meetings have been completed and the remaining thirty percent will be held over the next two weeks.

In addition, BCG has completed a Communications and Engagement Plan. In the next few days you will see a notice in the Devon Dispatch, as well as posters advertising community engagement opportunities.

Engaging the community over the summer months is always challenging. In order to reach as many people as possible, BCG has worked with us to coordinate the Transit Study engagement events with our planned community events, listed below.

● August 8, 2017 - Workshop - Devon Youth Group - ● August 15, 2017 - Community Workshop - Pioneer 73 Club ● August 17, 2017 - Devon Farmers’ Market ● August 18, 2017 - Summer Shack Program - Centennial Park

In addition a survey has been drafted and will be available on the Town of Devon website. Paper copies will be provided at each of the events listed above as well as the Town Office.

While the Farmers’ Market and Summer Shack events do not offer opportunities for workshops, they do provide an opportunity for BCG representatives to explain the purpose of the study, hear community comments and encourage completion of the survey.

If you have any questions, please contact me.

Tony Kulbisky Chief Administrative Officer

Letter of Introduction Devon Businesses and Community Organizations

Letter of Introduction Surrounding Municipalities and Counties

Letter or Introduction Regional Businesses

Appendix IV: Empathy Mapping Summary

Devon Transit Study Empathy Map Summary 2017-07-24

The following information was generated using the empathy mapping method shown in Figure 1, to build a socially created narrative from the perspective of the customer experience (4 members of a key stakeholder group). Personas were used to support the collective inquiry of “What is everyone’s bus to me?” The results provide insights to assist with our shared understanding of:

● the underlying “why” behind the everyone's bus customers actions, choices and decisions influencing potential ridership, travel demand and routes. ● related opportunities and alternatives for a connected community environment design that supports Devon’s community needs, ● the priorities for related opportunities and alternatives.

Empathy mapping was one activity of the Public Engagement Plan and the results were used to create awareness of the customer experience and shape the community consultation. The information was consolidated and then validated with other public engagement activities. The information may also being used to assist in shaping future transportation design elements and alternatives for positive change to be outlined in the Devon Transit Study. .

Figure 1 - Empathy Map

The Empathy Mapping Process

For the Empathy Mapping exercise, three personas were developed to represent different community user groups and demographics. Participants were asked to imagine themselves as the individual described in each persona and then complete the empathy map from the perspective of that person. Participants were given an overarching question to answer for each persona: “What does Everyone’s Bus mean to me?”

For each persona participants were asked to complete six sections of the map: i) Gains that could be achieved ii) Pains that could be reduced or eliminated iii) What might the persona “Do and Say” about Everyone’s Bus? iv) What might the persona “Hear” about Everyone’s Bus? v) What might the persona “See” in regards to Everyone’s Bus? vi) What might the persona “Feel a nd Think” in regards to Everyone’s Bus?

“What is everyone’s bus to me?” Persona Information and Inputs Persona I

Name: Betty Johnson Age: 78 Marital Status: Married Family Income: $2448/month Bill: Old age pension GMI + CPP Mary: Old age pension GMI + CPP

Gains (What moves us forward) ● Getting to appointment on time and without driving Having Betty share her experience using the service ● Have Betty tell us her transportation needs ● Have Betty be a regular customer and tell others how it could be used ● Safer than driving - cheaper too ● She could use bus to meet family in Edmonton

Pains (What holds us back) ● Sharing the service schedule - Facebook, Website, Newspaper ● Community bus won't meet my needs - perhaps unsure of full services ● Don't know how to advertise full services ● Don't know if present services can meet needs of clients ● Not always available when she needs it ● Lack of info on how the bus works

● It's not regular enough ● Doesn’t match with everything I want to do locally

Do and Say ● I don't use it locally ● I don't understand how it works locally ● I see the service as a social service and don't feel right taking advantage of it ● The bus doesn’t run when I need it to ● The price is too high ● The bus doesn’t get me to where I want to go ● Should really find out about this bus! ● Want to have Bill to join me on an outing! He says he doesn't need the bus. ● I love the bus!! I’m going to tell everyone! ● I don’t think people know it is $5 return plus many pickup and drop off for that price. ● I like that it is door to door and I can go to more than one place in a day. ● I don’t like to wait around for a bus. ● I am not sure I want to ride the bus with some of people who use it. ● Shame that more people don’t know about the bus - I tell them but they forget. ● Bill is very independent and doesn't like to use a bus.

Hear ● It’s good to hear about it a few times @ P73 ● Very convenient service not offered in other small communities. ● I didn’t know we had a bus. ● I wish it went to the south LRT line. ● I work in Nisku, Acheson, why doesn't it go there. ● Nothing, poor use of tax dollars. ● It's only for old people in wheelchairs. ● Good service for out of town outings. ● The service is for seniors. ● It gets expensive ● Personal Transportation is becoming a service issue for seniors ● Would like it to take xyz to my specialist appointment ● Pity my friends in Calmar can’t use it ● Only for handicapped or seniors who have lost mobility ● Not a regular service to Edmonton ● No evenings other than rentals ● Can’t get to local sports events in winter.

See ● I see the service as a social service and don't feel right taking advantage of it. ● Not seeing a lot of activity ● See that it can accommodate a wheelchair

● The town promoting use of the bus ● Summer days out with everyone's bus ● Sees it advertised on facebook, web page and in paper ● Sees a welcoming and helpful service that helps with unloading ● Sees it in parades and events ● Sees posters at library, P73, Discovery, town office etc. ● Can ignore feelings of having a bad day, look out the window. (Social activity) ● Sees that it could be useful at some future date ● Sees that people don't need it so don't use it ● Betty sees Bill won't use it he is not handicapped ● Handicap bus, she feels she is not handicapped

Think and Feel ● I see the service as a social service and don't feel right taking advantage of it ● When she used it thought it was great but Bill doesn't want to use it. ● She feels like she doesn’t want to have her independence taken away ● She thinks that she can’t bring her grandchildren on (age 2 and 5) ● Thinks that she should really insist that Bill go or come for a ride ● When she used it she thought it was great but Bill doesn’t want it ● Enjoys the social ride ● She thinks it could help her stay in town longer ● Poor use of tax dollars ● The town isn’t doing its job showing info about the bus ● Higher use if our friends used it too ● Feels anxious about own deteriorating independent transportation options ● Don’t want to have to schedule life around public transportation

“What is everyone’s bus to me?” Persona Information and Inputs Persona II

Name: Jeanette James Age: 32 Marital Status: Married Family Income: $4550/month (take home)

Gains (What moves us forward) ● If husband could take bus to Acheson she could use car ● Cost effective, children under 12 ride for free ● $5 round trip door to door in Devon, hop-on, hop-off all day

Pains (What holds us back) ● Tough to ride bus with 3 children 41

● Expensive for all of them to use ● Bus not an option for younger children ● Baby can’t come on bus

Do and Say ● It’s not door to door service ● It’s too hard to use it to get groceries ● Can I use the bus to run multiple errands? ● Is not aware of how the local service works ● Unsure if bus is free or discounted to make it feasible

Hear ● Not running outside of school hours so no use to me ● Nothing about schedule ● For seniors only ● Children under 15 cannot ride alone on the bus ● They have special trips ● Handibus ● It can’t be used to get to social (booze) events ● Nothing ● What’s the bus for? ● It’s a good price to go to special trips if Alan (husband) is with her

See ● Doesn’t see marketing for her situation / persona ● Hasn’t seen marketing with cost savings analysis ● Nothing on twitter ● Sees no regular route to Acheson or Edmonton ● Never has done any research on Everybody’s Bus in Devon ● Sees the bus as only for seniors or persons with handicaps ● The Town promoting use of the bus

Think and Feel ● This bus clearly isn’t for me and my family ● Difficult to wait for bus with children in tow ● Might use it for events in Edmonton if she ● Knew about it ● Sees that kids can use it ● There is a discount for children ● Is there a bus in Devon? ● Yes it is door to door but waiting around is annoying ● Doesn’t have a car seat that fits, too awkward as well ● Too expensive for whole family ● Using bus with 3 children is always a pain

● Not sure about how it works ● Left out due to children

“What is everyone’s bus to me?” Persona Information and Inputs Persona III

Name: Marcus Miller Age: 17 Marital Status: Single Personal Income: $150/month- part time jobs

Gains (What moves us forward) ● Potential to use if for university and save $ by not needing to rent in Edmonton ● If Marcus starts using the bus it would be good promotion for other youth to consider using the bus ● If bus connected to LRT perhaps mom would find it cheaper to use bus instead of driving car to work ● If Marcus got introduced to bus through youth group activity he might be interested in using it for group social activities that he initiates ● Can get Marcus to a job in another city or to school potentially

Pains (What holds us back) ● Getting his attention, why should he care ● Would put him out of the in crowd @ school ● Can't use it to get to hockey practice or games ● Won't use the bus. It’s for seniors or handicapped ● Do not go or come from Edmonton regularly ● Not sure how it works, no schedule ● Bus doesn’t run to youth group where I can socialize locally ● Bus doesn’t do hours outside of school so no use to me ● Too expensive for a group to take a trip to the mall ● Movies don’t generally start and end when the bus is running ● Doesn’t go to mall / movies on weekends / evenings ● Doesn’t go into the places I want ● Couldn’t afford to use it at the current price ● Bus is “lame” - it’s for seniors ● Never see anything about it at school or You Tube / Instagram etc. ● Limited resources to reach him. Social media is easily tuned out ● Riding the bus isn’t “cool”

Do and Say ● I wish there was a monthly pass ● I wish it went to the south side LRT line ● Too expensive to go to the mall with my bros

● Buses are lame ● Would like to get to a job anywhere (if none in Devon) ● Do – nothing not cool to use ● Say – no discount for students

Hear ● The bus is for seniors ● The bus is lame ● Not enough about options for use ● Nothing ● Handibus

See ● Bus is only used by seniors or people with handicaps ● Seniors riding the Handibus ● Not enough young people on it ● The Town sharing events using the website and social media (twitter) ● Not advertised through his social media preferences ● Sees seniors on bus ● Was great for youth group event ● Doesn’t see marketing targeted to his age / situation ● Doesn’t see how it would help him with part time job out of town

Think and Feel ● I wish the bus went to the city more regularly ● I feel I will be judged for using the bus ● Cheaper to go to Edmonton with friends by car ● Would like it if it could get me to university cheaply – monthly pass? ● Should be an Edmonton regular schedule ● Could tell friends about it if he knew more about it ● Be useful to have to get to work in winter ● Can't afford to live in city but need to get to university ● Enjoys interaction with others of all ages ● Should have known about it and its costs to go to university

Appendix V: Youth Engagement Event

1. Record of Youth Group Engagement Event Date: August 8, 2017 Location: Devon Youth Centre 44

Advertisement: ● Coordinated by Youth Experience Center Leaders ● Youth Experience Center Leader emailed members of the group ● Youth Experience Facebook Account ● Youth Experience Twitter Account

Number of attendees: seven

The date of the event was picked in mid-July. While it is to be expected that people will be away during the summer months, it was not known until just before the event that the date chosen coincided with a concert in Edmonton that was popular for many of the regular participants at the Youth Center. The Youth Center Coordinated worked to continue to promote the event and encourage youth who could not attend to complete the survey online. Even with the limitations, there some valuable insights gathered at the event and it did create awareness of the service offerings of Everyone’s Bus.

2. Description and Process

A “Rich Pictures” method was used with the youth group to identify their key needs for community transportation from current and future perspectives. Participants were divided into two groups to ensure everyone could participate. In the first exercise participants were invited to draw their “story” of what Community Transportation meant to them currently. In the second exercise participants were invited to draw their “story” of what they would like Community Transportation to be in the future. Following this, each of the youth group participants shared what was meant by the items in their pictures. This was captured to generate their “story” of community transportation for Devon.

3. Pictures and Summaries of Comments

Community Transportation - Current Question: What does “Everyone’s Bus” - Devon Community Transportation mean to you today?

Comments: ● Personal transportation dominates - Cody’s truck (awareness) ● Bus for “old people”(awareness) ● “Unknown Bus” - wasn’t aware the bus could be used by everyone - didn’t know it went to malls (We could use it to go shopping.) ● Transportation “huge” freedom (route, awareness) ● Walking works to get me places (ridership, route) ● Cars are “cool”(awareness, ridership) ● Connected to home, car is like home (awareness, ridership) ● Connects me/us socially - need a car to do anything (awareness, route) ● Not a lot of choices to connect outside of Devon - friends, events (route, awareness, ridership) ● Lack of transportation choices (awareness) ● Personal transportation is $$$ (ridership, route, awareness) ● Have to pay for parking, even if park and ride (awareness) ● Bus not functional for me (route, ridership) ● Lots of time spent travelling to work, school, events, home (awareness, route, demand, ridership) ● Took Rabbit Hill shuttle once or twice (for work) “not a bus service” (route, ridership) ● Can’t see a purpose in using the bus!(awareness, route) ● I take ETS when I can get to town (route, ridership, demand) ● I don’t drive yet...use other modes to get around...skateboard (awareness) Community Transportation Future

Question: What could “Everyone’s Bus,” Devon Community Transportation mean to you in the future?

● There will be more options for using a bus to get us around (awareness, ridership, route ○ Taxi, uber, LRT ● Self driving, autonomous will be a choice for us (route, ridership) ● Not driving - free to read, do work - bus self driving (route, ridership) ● ETS - I will spend less $ on gas, be like other towns - Spruce Grove (route, ridership) ● Route to Devon - U pass (route, ridership) ● Park and Ride from Devon (route, ridership) ● Winter shuttle in town - need to get around town when it's cold (demand, route,ridership) ○ Social, events, work ● Support/service for youth who live outside of town and inside of town limits (awareness, route,ridership) ● Need to go outside of town to get services - driver training(route, ridership)

Appendix VI: “Did you know” Information Campaign Everyone’ s Bus Current Services

Did you know…

On the last Wednesday of each month, “Everyone’s Bus” will take you to Costco and the River Cree Casino!

Did you know...

On those cold and snowy winter days, “Everyone’s Bus” is warm and will pick you up and drop you off at your front door!

Did you know…

“Everyone’s bus” is a phone call away …. “Ring” for pickup and drop off at your front door.

Did you know…

On Mondays “Everyone’s Bus” will take you to Leduc and you have two options for departure and return times.

Did you know…

On the first Wednesday of each month, “Everyone’s Bus” will take you to an Edmonton Shopping Mall. (Each month, it rotates between West Edmonton Mall, Bonnie Doon, Kingsway and Southgate.)

Did you know…

On Tuesdays and Thursdays “Everyone’s Bus” will take you all around Devon, making as many stops as you need….for just $5.00!

Did you know…

On the third Wednesday of each month, “Everyone’s Bus” will take you to Spruce Grove.

Did you know…

Clubs, community groups, and residents can rent “Everyone’s Bus” for their special events!

Appendix VII: Community Workshop Focus on Seniors and Persons with Disabilities

Seniors Group Meeting August 15 Eighteen participants Pioneer 73 Club

A modified “World Cafe” method was used with the seniors group to identify their key needs for community transportation. The seniors self selected into four groups sitting at four different tables. Each group elected a host (one with the best handwriting) to capture the key points of their table’s conversation. These key points were then shared with the rest of the groups to cross pollinate ideas and generate further insights. This co-created the community transportation story for Devon’s seniors.

The “community transportation” context that we are operating from focuses on key elements that are required to connect with people needs, locally and regionally (social network) and to manage business operations (operational network). These elements are: ● Ridership - who uses or could be potential customers of “Everyone’s Bus” /transit ● Route - where do people need to get to - go from ● Demand - when do people need to get to - go from ● Awareness, Education - what services exist or are possible - pains addressed, gains created

Summary of Key Points/Needs ● Regular busing to Edmonton, Spruce Grove - daily ● Needs to be affordable - similar to Edmonton ○ $15.50 to go shopping is too expensive ● Drop off at LRT ● Increased information on rentals of bus ● Increase advertising ● Increase the number of effective channels ○ Paper not as good as it once was, not always delivered and can’t read small print ○ Internet not the best option, we don't go there. ● We only have one set of “wheels” - what if I need bus and it is busy ○ Needs to be a scalable service ● Second bus not a “gas guzzler” ● Option - cab subsidy for occasional additional trips ● Calmar has a great bakery, chinese restaurant ● Access to evening events in Devon - especially in winter ● Evening outings ○ Botanical Gardens, Citadel, Auditorium, River Cree ● Future (5 years) add another bus ● Increase mouth to mouth publicity

● A good system when the car is not available ● Need to talk to a variety of groups - opportunities for increased use!! ● We have drivers who help us ○ We love Monica ● Ensure safety for ridership ● Not all services available all of the time - volunteers can help us ○ Volunteers ride for free ● Major outings, more choices, switch it up ○ Flexibility ○ Malls - west edmonton, westmount, bonnie doon, kingsway etc. ● Other outings we want to see - bowling, pool, bingo for increased participation ● Increase service for evening outings ● Scheduling needs to be regular (daily) ● Subsidized costs stay as is ● Priority is schedule driven, accommodate others as time permits ● Advertising not effective - use bus business cards ● Increased availability/accessibility for families - policy, legal ● Access to new things that are coming ○ Routes to EIA, Racing, Casino, Outlet Mall ● Regular rider to all places but not around Devon ● Service must be kept. ● Spend out $ in Devon ● Doctor visits aligned to bus schedule ● Low cost is important and need access to services outside of Devon ● Mixed messages on service start times vs. pick-up/drop-off ○ We start at 9:00 am but we pick-up and drop-off all day long ● Should be available to for families with children and adolescents ● Increased information on rental - is there a charge for mileage or is it covered in $25 hr

Appendix VIII: Schedule of Events and Deliverables

The following table provides a highlevel outline of key activities and deliverables.

Target Date Task Completion Comments

July 10 Confirmation of objectives Completed July 25 Administration and expectation Consultation: Tom Pat Ki Heather

July 15 Consultation with key Completed July 20 Administration members of the Consultation: Administration to identify Ki policies, procedures and Heather communications practices Justin that are effective in the Town Monica See Appendix I

July 28 Development and approval Completed, July 25 Review by Heather of Communications Plan

August 3 Internal Communications Completed July 25 Posters and Website

July 20 Letter information to Completed surrounding municipalities / counties

July 20 Letter information to Town Completed of Devon Businesses/key employers

July 20 Letter information to Completed regional employment centers

August 1 Update letter to the Mayor Completed August 1 Prepared for and Council signature of CAO

July 22 - Consultation meetings with Completed, August August 3 regional municipalities 10

July 22 - Consultation meetings with Completed August August 3 Town of Devon businesses - 10 key employers

July 22 - Consultation meetings with Completed August August 3 regional employment centers 15

July 24 Development of Personas Completed July 24 Purpose defining and Empathy Mapping - and understanding followup analysis community groups to define survey

July 26 Public Engagement Plan Completed Agreement on Approach approach with Ki and Recommendations Heather

July 27 Reserve site for Seniors Completed Pioneer 73 Club workshop Pioneer 73 Club donated use of facility

July 28 Draft of questions for Completed surveys online and on paper at events

July 28 Milestone #1 Public Completed July 28 Engagement and Community Plan delivered to CAO

August 1 Send copy to Devon for Completed Poster - newspaper advertisement Advertisement and posters completed by Town

August 8 Youth Workshop Completed August 8 Completed

August 15 Seniors Workshop Completed August Pioneer 73 Center 15

August 17 Farmers’ Market - Completed August Conversations and Survey 17

August 18 Conversations and Survey - Completed August Parents and Children - 18 Summer Shack Centennial Park

August 1 Online Public Survey start date

August 20 Online Public Survey end Completed August date 20

August 23 Public Survey Response Summary

August 28 Public Consultation Report