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Grand River Transit Business Plan 2017 - 2021

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Grand River Transit Business Plan 2017 - 2021 Grand River Transit Business Plan 2017 - 2021 C2015-16 September 22 2015 March 2018 Dear Friends, Since Grand River Transit (GRT) was established in January 2000, multi-year business plans have guided Council in making significant operating and capital investments in public transit, taking us from a ridership of 9.4 million in 2000 to 19.7 million in 2017. The GRT Business Plan (2017-2021) will guide the planned improvements to the Regional transit network and service levels over the next five years to achieve the Regional Transportation Master Plan ridership target of 28 million annual riders by 2021. Increasing the share of travel by transit supports the Regional goals of managing growth sustainably, improving air quality, and contributing to a thriving and liveable community. Over the next five years, GRT will experience a quantum leap as a competitive travel option for many residents of Waterloo Region. This is the result of significant improvements to the service including the start of LRT service, completion of the iXpress network, continued improvement to service levels with a focus on more frequent service, the introduction of new and enhanced passenger facilities, and the implementation of the EasyGO fare card system. The proposed transit network and annual service improvement plans will be refined annually based on public feedback and changing land use and travel patterns. The implementation of annual service improvements would then be subject to annual budget deliberations and Regional Council approvals. The new GRT Business Plan (2017-2021) builds on the successes of the previous business plans and on GRT’s solid organizational and infrastructure foundation. The new plan provides direction and outlines initiatives to enhance the Region’s transit ridership growth strategy and ensure the continued improvement to effective and efficient service delivery. Please take a few moments to read through the Plan. We are always happy to hear your feedback. Sincerely, Ken Seiling Regional Chair 2644226 PRODUCTION TE AM Client Director of Transit Services Eric Gillespie Manager of Transit John Cicuttin Development Supervisor of Transit Blair Allen Development WSP Project Manager Eric Peissel Deputy Project Manager Shannon Cole Service Planning & Integration Tim Rosenberger Lead Financial Adrian Lightstone Financial Alec Knowles Service Planning Caroline Nardi Service Analyst Gera Taubkin Station Profile Lead Kenneth Liwag Technology Mara Bullock Subconsultants Customer Satisfaction/Fare John Gobis Policy Marketing Normal Agency GRAND RIVER TRANSIT BUSINESS PLAN Page ii 1 EXECUTIVE SUMMARY ................................. 1 1.1 Service Improvement Plan & Ridership Growth Strategy ................................................................ 1 1.2 Alternative Service Delivery................................ 3 1.3 Transportation Demand Management ................ 4 1.4 Transit Priority Measures .................................... 4 1.5 Service Performance Management Plan ............ 4 1.6 LRT/GRT Integration............................................ 5 1.7 Customer Service Plan ........................................ 6 1.8 Marketing Plan ..................................................... 7 1.9 Technology Plan .................................................. 7 1.10 Financial Plan ...................................................... 8 2 INTRODUCTION ........................................... 11 2.1 Achieving Waterloo Region’s Transportation Master Plan Ridership Targets ......................... 12 2.2 Support Waterloo Region’s Reurbanization Efforts ................................................................. 12 2.3 Integration of LRT and the Bus Network .......... 13 2.4 Improving Productivity, Service Quality and Financial Performance ...................................... 13 2.5 Methodology and Focus Areas ......................... 14 2.6 Milestones and Achievements .......................... 16 2.7 Ridership and Service Growth since 2000 ....... 16 2.8 U-Pass Agreements ........................................... 18 2.9 Development of iXpress Network ..................... 18 2.10 Ridership Projections ........................................ 20 GRAND RIVER TRANSIT BUSINESS PLAN Page iii 2.11 Service Growth .................................................. 22 3 SERVICE IMPROVEMENT PLAN AND RIDERSHIP GROWTH STRATEGY ............. 23 3.1 2021 Transit Network......................................... 23 3.2 Proposed Annual Service Improvements (2017- 2021) ................................................................... 31 3.3 Recommended Service Improvements ............ 40 3.4 Applications for Alternative Service Models ... 41 3.5 Potential Service Concepts ............................... 46 3.6 Application to Challenging Urban Areas ......... 49 3.7 Application to Townships ................................. 51 3.8 Recommended Alternative Service Delivery ... 53 4 TRANSPORTATION DEMAND MANAGEMENT ............................................. 54 4.1 Strategic Direction ............................................. 54 4.2 Recommended TDM Program Initiatives ......... 56 4.3 TDM Plan Recommendation ............................. 60 5 TRANSIT PRIORITY MEASURES ................ 61 5.1 Existing Transit Priority Measures ................... 63 5.2 Application of Transit Priority Measures ......... 64 5.3 Recommendations for Transit Priority Measures ............................................................ 65 6 SERVICE PERFORMANCE MANAGEMENT PLAN ............................................................. 66 6.1 Service Performance Management System ..... 66 6.2 Director’s Report to Council ............................. 67 GRAND RIVER TRANSIT BUSINESS PLAN Page iv 6.3 Dashboards of Significant Measures ............... 69 6.4 Service Standards ............................................. 70 6.5 Recommendations for Service Management ... 73 7 ION LIGHT RAIL INTEGRATION .................. 77 7.1 Seamless Customer Experience ...................... 78 7.2 Charles Street Terminal Transition .................. 85 7.3 EasyGO Smart Card .......................................... 87 7.4 Operational Procedures .................................... 88 7.5 Recommendations for ION LRT Integation ...... 88 8 CUSTOMER SERVICE PLAN ....................... 89 8.1 GRT Customer Satisfaction Survey ................. 89 8.2 Culture of Customer Service ............................ 95 8.3 Passenger Charter ............................................. 95 8.4 Role of Frontline Employees ............................ 96 8.5 Other Customer Service Initiatives .................. 98 8.6 Recommendations for Customer service ...... 100 9 MARKETING STRATEGY ........................... 101 9.1 Marketing & Communication (Existing Program) .......................................................... 101 9.2 Proposed Marketing Program ......................... 102 9.3 Brand Position Modeling ................................ 102 9.4 GRT Marketing Strategy .................................. 105 9.5 GRT Marketing Plan ........................................ 107 9.6 GRT Brand Platform and Architecture ........... 119 9.7 Summary .......................................................... 131 GRAND RIVER TRANSIT BUSINESS PLAN Page v 9.8 Recommendation ............................................ 131 10 TECHNOLOGY PLAN ................................. 132 10.1 Existing ITS ...................................................... 133 10.2 Proposed ITS Projects/Programs ................... 140 10.3 Recommendations for Technology ................ 153 11 FINANCIAL PLAN ....................................... 154 11.1 Seven Year Plan Implementation Scenario .... 155 11.2 Capital Requirements for the Business Plan . 156 11.3 Financial Implications ..................................... 157 12 CONCLUSION ............................................ 158 TABLES TABLE 1-1: PROPOSED ANNUAL SERVICE IMPROVEMENTS, 2017-2021 . 2 TABLE 1-2: PROJECTED RIDERSHIP AND FINANCIAL PERFORMANCE OF 7 YEAR PLAN .................... 9 TABLE 1-3: FINANCIAL IMPLICATIONS OF 7 YEAR PLAN ($’S 000) ............ 10 TABLE 2-1: GRT SYSTEM RIDERSHIP FORECAST (MILLIONS) ........ 21 TABLE 3-1: PROPOSED ANNUAL SERVICE IMPROVEMENTS 2017-2021 32 TABLE 3-2: SERVICE TO NEW GROWTH AREAS BY 2021 .................... 44 TABLE 4-1: TRAVELWISE STATISTICS ...... 56 TABLE 5-1: TRANSIT PRIORITY MEASUREMENTS BY CATEGORY, AND LISTED BY LEVEL OF IMPACT................ 62 TABLE 6-1: MEASURES IN DIRECTOR'S REPORT TO COUNCIL ......... 68 GRAND RIVER TRANSIT BUSINESS PLAN Page vi TABLE 6-2: GRT KEY PERFORMANCE INDICATORS ......................... 74 TABLE 9-1: FIVE-YEAR PROPOSED MARKETING PROGRAM - NEW ACTIVITIES .......................... 109 TABLE 10-1: TECHNOLOGY PLAN PROJECT DESCRIPTIONS & TIMELINE ............................. 147 TABLE 11-1: PROJECTED RIDERSHIP AND FINANCIAL PERFORMANCE OF 5 YEAR PLAN ................ 154 TABLE 11-2: PROJECTED RIDERSHIP AND FINANCIAL PERFORMANCE OF 7 YEAR PLAN ................ 155 TABLE 11-3: CAPITAL REQUIREMENTS ($’S MILLION) .............................. 156 TABLE 11-4: FINANCIAL IMPLICATIONS OF 7 YEAR PLAN ($’S 000) ....... 157 TABLE 12-1: DESCRIPTION, BENEFITS, EVALUATION AND RELATIVE COSTS OF TRANSIT PRIORITY MEASURES ....... 163 TABLE 12-2: 2016 ROUTE PERFORMANCE SUMMARY ........................... 180 FIGURES FIGURE 2-1: GRT SERVICE IMPROVEMENT PLAN & RIDERSHIP GROWTH STRATEGY DIAGRAM .......... 15 FIGURE 2-2: RIDERSHIP AND SERVICE GROWTH SINCE 2000 .........
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