Transportation Demand Management Strategies: Improving the GTA''s Traffic Situation
Brian Shifman and Rebekah McGurran
Traffic. It’s time-consuming, costly, bad for the environment and downright aggravating. If you are like most drivers, you are probably frustrated by your daily commute and if you live in the Greater Toronto Area, you will be alarmed to learn of the predicted 55 per cent increase in vehicle traffic by 2021.
At Smart Commute – North Toronto, Vaughan (NTV), we constantly hear the same message from businesses, employees and students: Transportation is a significant component of economic development, job satisfaction, employee retention and recruitment. We know that increasing commuting options and access to alternative transportation can impact the decisions individuals make about where they live, work and study.
Transportation Management Associations (TMAs), such as Smart Commute NTV, can help alleviate traffic concerns through Transportation Demand Management (TDM) strategies. Such strategies help ensure that people and goods get where they are going quickly and safely. TDM strategies are best implemented in conjunction with local municipalities, regional governments, and businesses.
Businesses currently working with Smart Commute NTV, such as Universal Workers Union Local 183, ING DIRECT, Enbridge Gas Distribution, Dillon Consulting, Toronto and Region Conservation Authority and York University, recognize that addressing traffic congestion in the GTA makes good financial and social sense. Smart Commute NTV also partners with the City of Toronto and the federal government through Transport Canada. In working together towards sustainable communities, we recognize the interdependence of social progress, economic success and environmental excellence.
“Each year with the support of Smart Commute NTV, we participate in Pollution Probe’s Clean Air Commute event,” says Andy Manahan, Development Promotion Representative, Universal Workers Union Local 183. “This educational event boosts employee morale and informs workers about the many environmentally-friendly options available to them.”
In collaboration with our partners, Smart Commute NTV has reduced 5,200 drive-alone car trips during peak times in the Keele Street and Steeles Avenue corridor. In 2005, we reduced over 2,000 tonnes of GHG emissions.
PUBLIC-PRIVATE PARTNERSHIP
Smart Commute – North Toronto, Vaughan (formerly Smart Commute – Black Creek) was formed in 2001 as a public-private partnership. Initially a pilot project, Smart Commute NTV has since incorporated, expanded to include all of the City of Vaughan (as well as an additional Northeast Toronto TMA project) and significantly increased its number of business partners and service delivery. Many of the founding partners are still actively involved today including the City of Vaughan, York Region, City of Toronto, York University, Seneca@York, Knoll and Toronto and Region Conservation Authority.
Smart Commute NTV – the first TMA in Ontario and one of the first in Canada – works with employers to implement employee trip reduction (ETR) programs. The goal of ETR programs is to reduce single occupancy vehicle travel to and from employer work sites, reduce traffic congestion and improve air quality. This is accomplished through a variety of measures, which may include access to a carpooling website, emergency ride home programs and assistance designing human resources policies to support alternative transportation and work arrangements (such as flex hours, business casual dress codes and telework policies).
Smart Commute NTV works closely with our business partners. By administering baseline transportation surveys and site assessments, we are able to tailor our services to meet the unique needs of each business. This ensures the most efficient and cost-effective program delivery.
ETR is one component of comprehensive TDM, which additionally may include advocacy and forming partnerships with local transit providers. In fact, Smart Commute NTV is currently active in advocating for – in collaboration with our business partners – important transportation initiatives such as the impending subway extension to York Region, bus-only lanes for VIVA in York Region, and the acceleration of the City of Toronto Bike Plan.
SUCCESS WITH SMART COMMUTE
“As the first Transportation Management Association (TMA) in Ontario, Smart Commute NTV is now serving as a model for the creation of a TMA network across the GTA,” says City of Vaughan Mayor Michael Di Biase. “It can help your business and our local economy grow by improving productivity, optimizing your parking supply and advocating for enhancements to public transit and transportation infrastructure.”
Smart Commute NTV has assisted employers to reduce traffic congestion at their work sites, reduce parking costs and improve land values. York University, in collaboration with Smart Commute NTV, has realized some of the benefits of TDM. This was done by implementing a comprehensive multi-year TDM/ ETR program that includes carpooling, an emergency ride home program, pay parking, flexible work arrangements, large-scale events to promote sustainable transportation, a Bicycle User Group (BUG) to foster and communicate to a cycling community, and increased cycling and active transportation facilities such as secure bike parking and access to shower and locker facilities.
Together with the non-profit TMA, York University saved an estimated $60 million and added 1.55 million of gross square footage of potential built space by reducing reliance on single occupancy vehicle usage.
BUSINESS BENEFITS OF TDM
Implementing TDM, through Smart Commute NTV programs, can benefit businesses in several significant ways, including:
- Reducing parking infrastructure, winter maintenance and repair costs
- Increasing property value and land availability
- Avoiding parking shortages
- Improving transit options and transportation equity as a result of greater advocacy efforts
- Increasing the company’s visibility and reputation by demonstrating corporate social responsibility
- Being recognized as a champion of sustainable transportation by reducing economic, environmental and health costs to the community
- Reducing the cost of gridlock – estimated to be $3 billion per year in the GTA in lost time, productivity and wasted fuel by 2021 (Toronto Board of Trade)
- Helping reduce the costs of congestion to business – an additional $1.8 billion per year (MTO)
In addition to cost savings in terms of infrastructure and land value, TDM implementation can result in significant savings in terms of employee retention and recruitment. Conservative estimates suggest that the cost of replacing an employee is approximately 3 to 5 times that employee’s base salary. Studies have shown that commuting stress and transportation access are important factors when making career choices. Providing current and potential employees with increased commuting options is an excellent way of attracting and retaining the best employees.
Employee Trip Reduction (ETR) programs can assist employers to:
- Improve employee retention, recruitment and productivity
- Improve employee morale by reducing commute times, costs and stress
- Improve productivity and maximize resources by reducing employee absenteeism, sick days, lateness
- Help the community improve air quality and lower health care costs
- Promote healthy lifestyle choices
REGIONAL CONTEXT
On behalf of its partners, Smart Commute NTV represents approximately 72,000 students, employers and employees and functions as part of a broader network of regional TMAs. Many of these TMAs are being established as part of Transport Canada’s Urban Transportation Showcase Program (UTSP) and are based on the model first piloted by Smart Commute NTV. The strength of this network, the “Smart Commute Initiative”, and the strength of Smart Commute NTV, is its ability to operate seamlessly across jurisdictional boundaries. Participating municipalities in the Smart Commute Initiative include the Region of York, City of Toronto, Region of Durham, Region of Peel, City of Mississauga, City of Hamilton and Region of Halton. Other municipalities, such as the City of Vaughan, Town of Markham, Town of Newmarket, City of Brampton and Town of Caledon support the local Smart Commute in their areas.
The strength of this network, the “Smart Commute Initiative,” and the strength of Smart Commute NTV, is its ability to operate seamlessly across jurisdictional boundaries. Participating municipalities in the Smart Commute Initiative include the Region of York, City of Toronto, Region of Durham, Region of Peel, City of Mississauga, City of Hamilton and Region of Halton. Other municipalities, such as the City of Vaughan, Town of Markham, Town of Newmarket, City of Brampton and Town of Caledon support the local Smart Commute in their areas.
One of the new initiatives arising from this network is Carpool Zone. Carpool Zone is a free web-based, user-friendly ridematching service for the GTA and Hamilton area that allows users to search for carpool partners based on gender, language and smoking preference. In only a few short months, the website already boasts more than 2000 users. The service facilitates carpool matching across jurisdictional boundaries, which can be challenging for employees travelling by transit.
While this site is a great resource for individuals, many employers prefer to contract Smart Commute NTV to create their own branded subgroup on the site. An employer-specific subgroup can increase the uptake of carpooling by allowing employees to match exclusively with co-workers and easing fears of travelling with strangers.
Employers and employees alike face the daily challenge of coping with transportation issues of double fare, lost time and productivity, commuting stress and poor transit infrastructure. Working with Smart Commute NTV can be the first critical step toward implementing a TDM strategy and making your work site more accessible, safe and productive. Together, we reduce traffic congestion, improve air quality and advocate for sustainable transportation.
For more information about Smart Commute NTV, visit: www.SmartCommuteNTV.ca or call 416-736-2100, ext. 70690.
ABOUT THE AUTHORS
Brian Shifman is the Executive Director of Smart Commute – North Toronto, Vaughan. Brian brings to Smart Commute an extensive background in marketing-communications, business development and program management and a passionate desire to reduce the GTA’s traffic problems. Brian holds a B.A. (Honours) from Queen’s University and a post-graduate degree in Public Relations from Humber College. Brian is also an active member of the Public Affairs Association of Canada, Canadian Public Relations Society and the International Association of Business Communicators.
Rebekah McGurran is a Program Manager for Smart Commute – North Toronto, Vaughan. Rebekah holds a Bachelor''s Degree in Environmental Studies and recently completed a Master''s Degree in Urban Planning and Environmental Studies at York University, focusing on ecological and participatory planning. Rebekah''s studies have focused on urban environments, with their inherent opportunities and challenges. She has volunteer experience with the Task Force to Bring Back the Don, Taddle Creek Watershed Initiative and the Evergreen Foundation.