UrbanTrans has worked for the Region of Peel for over 10 years and is proud to continue that working relationship today. The Region is located within the Greater Toronto and Hamilton Area and is experiencing rapid population growth. Recognizing that road construction alone cannot meet the travel demands being created by new residents and jobs, the region is working to address its transportation challenges through expansion of transit, construction of bicycle and pedestrian infrastructure, and implementation of TDM. Over the last decade, our team has assisted the Region in becoming a North American leader in innovative TDM strategies. A sample of our relevant projects are included below.
The Region of Peel decided to take an aggressive approach to increasing alternative transportation options and encouraging their employees and residents to change their travel behavior and started the process by hiring UrbanTrans to develop regional TDM policies to be integrated into all aspects of the Region’s Official Plan, including land use, environmental and health policies. The principal tasks included identifying the range of TDM opportunities; providing outreach to stakeholders; developing and assessing TDM policy in the Peel Region area; and identifying additional services and on-going evaluation methods.
Once policy was put in place, the Region hired UrbanTrans to conduct a short term improvement program to guide the region’s TDM efforts. UrbanTrans developed the region’s first Five-Year TDM Plan in 2008. That plan was developed based on an analysis of the region’s planning and environmental goals, coordination with stakeholders and region staff, analysis of demographic changes and review of existing and planned transportation services. The final plan contained a series of fiscally constrained TDM recommendations that included funding for existing TDM organizations and projects; implementation of new pilot programs; and studies to determine the feasibility of increasing the number of transportation management associations (TMAs) within the region. All recommendations included cost estimates, staffing requirements and estimated reductions in vehicle travel.
Based upon the success of the first five-year plan, UrbanTrans recently assisted the region with the creation of a new five-year TDM plan that will guide program implementation well into the current decade.
Two key pilot programs that UrbanTrans assisted with were using TDM to address freight congestion and determining the feasibility of creating a commuter store.
Transportation Management Association (TMA) Development and Implementation:
Following on recommendations from the policy plan, strategic plans, and direction for regional staff and elected officials, UrbanTrans has since led the formation efforts for Smart Commute Mississauga, Smart Commute Brampton Caledon, and Smart Commute Pearson Airport Area, three TMAs serving the Region. Today these organization remain some of the most successful programs in the Greater Toronto Region, largely due to Peel’s continued commitment to TDM. Since 2008, UrbanTrans has also managed the successful implementation of Smart Commute Brampton Caledon.
Employer Individualized Marketing:
UrbanTrans provided the Region of Peel with program assistance in the development and implementation of an employer-based individualized marketing (EIM) pilot project under Transport Canada’s EcoMobility program. The Region of Peel’s EIM pilot integrated the core practices of the residential approach with traditional employer outreach – segmenting, customized information and an opportunity to test the alternative modes. A core component was to develop effective messaging and outreach techniques to the diverse communities and transportation programs that exist throughout the Region of Peel. With six employer partners, the project team developed the strategy and materials that resulted a 12 percent reduction in drive alone behavior and the reduction of over 470,000 kg of greenhouse gases.