Metrobus Transit Study.pdf - City of St. John's

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St. John’s Transportation Commission (Metrobus) 2011 Market Assessment and Strategic Directions Study – Part B: The Past and Present – Understanding Ridership Trends The recommendations of the Paratransit Review suggested that Metrobus increase its accessible bus fleet in an effort to absorb some of the ridership growth experienced by the City’s paratransit system (St. John’s Paratransit Review, 2009). 6.8 Summary There are a number of external factors mentioned above that seem to be contributing to ridership decline. Population and employment growth is occurring at a rapid rate in the greater St. John’s area. However, the majority of this growth is occurring in areas outside the City of St. John’s and Mount Pearl, where there is no transit service available. Growth within the transit service area is stagnant. Household size (persons per household) continues to get smaller and birthrate continues to decline. The majority of people moving outside the City of St. John’s are young families. Based on the results of the on-board passenger survey, passengers between the ages of 20 and 34 represent the majority of transit riders, and this segment of the population within the service area may see a decline. The senior’s population is a viable market for Metrobus as they tend to live in smaller households in more mixed use and dense areas to give them better access to daily necessities. However, as their associated mobility issues increase, they are making the switch to door-to-door and accessible paratransit services. According to the on-board passenger survey, few seniors are using Metrobus. The recent boom in the oil and gas industry is seeing an increase in the employment rate and overall economic prosperity. Much of this employment growth is occurring off-shore and in areas not supported by transit. While there are spin-off office jobs that have increased in downtown St. John’s, many of these are high paying with employees living outside of the City. As a result of this economic prosperity, automobile ownership is increasing, with St. John’s ranked the 6 th highest in percentage of new cars on the road in all of Canada. The adequate parking supply, low pricing and lack of significant congestion all create a situation where the private vehicle becomes the preferred choice of travel. While this situation is not new, the economic prosperity is allowing more and more people to choose to drive. These factors lead to a situation where the lifestyle decisions of many residents are no longer compatible with the existing transit structure. Many residents are choosing to live in areas not serviced by transit or are choosing alternative modes that better suit their lifestyle and reflect an increased ability to pay for a higher level of service. This is a primary reason for the ridership decline. This does not, however, mean that Metrobus has no control over its destiny. While the 2007 service changes were generally found to be favourable, the fact that ridership did not grow from the proposed recommendations in the report suggests that Metrobus needs to move even further to address this new reality. It would appear that while changes were made to improve the service, the system is still modelled under the old reality of responding to the travel needs of a limited market within St. John’s/Mount Pearl. Level of service is a key factor in people’s transportation decisions. Metrobus has responded with innovations such as the M-Card and an effective marketing plan. However, for Metrobus to increase ridership, new market and service approaches are necessary. Dillon Consulting Limited Page 38
St. John’s Transportation Commission (Metrobus) 2011 Market Assessment and Strategic Directions Study – Part C: Assessment of Market Opportunities PART C: ASSESSMENT OF MARKET OPPORTUNITIES 7.0 MARKET ASSESSMENT An assessment of the existing and future market for transit was conducted to better understand the operating environment and ridership growth opportunities for Metrobus. Key markets for transit services include students, employees, and seniors. Population and employment growth opportunities and transit’s ability to respond were also assessed. 7.1 Post-Secondary Market There is one university and one major college in St. John’s: Memorial University and CNA. Memorial University has two campuses in St. John’s; the main campus located along Prince Phillip Drive and the Marine Institute located to the north of the main campus along Ridge Road. CNA also has two campuses in St. John’s; at the Marine Institute location and on Prince Phillip Drive just northeast of the Memorial University main campus. Memorial University is the largest university in Atlantic Canada, with more than 100 degree programs, and a total student population of 17,000. In addition, the university employs 950 full time faculty, 850 seasonal instructors, and 2,300 administrative and support staff. CNA is one of the largest post-secondary educational and skills training centres in Atlantic Canada. There are 17 campus locations across Newfoundland with about 100 full time and 200 part time courses catering to about 20,000 students. The Prince Philip Drive Campus has 1,500 students while the Marine Institute Campus has 1,000 students. There are numerous transit routes which service Memorial University and CNA, directly connecting students to the surrounding nodes and communities. The Memorial University main campus is served by 10 routes, Marine Institute by 4 routes, and CNA by 4 routes. There is a semester pass available for students at a price of $245 for four months. By comparison, the price of an adult monthly pass for 4 months is $280. There are housing affordability and commute issues for post-secondary students residing in the St. John’s area. With Metrobus only serving St. John’s and Mount Pearl, access to housing outside of the transit service area is difficult for students without access to a car. Some of the other prominent post-secondary institutions located in St. John’s include: Centre for Nursing Studies – Est. 1995, 205 students, 100 Forest Road, Quidi Vidi; Academy Canada – 470 students, 167-169 Kenmount Road, O’Leary Industrial Park; Academy Canada – Trades College – 550 students 37-45 Harding Road , White Hills Industrial Park; CompuCollege – St. John’s Campus – graduates about 250 students/year, 275 Duckworth Street, downtown; Keyin College – St. John’s Campus – 44 Austin Street, 300 students, O’Leary Industrial Park; and LeMoine’s School of Aesthetics and Hair Design – 55 Duckworth Street, downtown (no enrolment available). Dillon Consulting Limited Page 39
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APPENDIX A Online Questionnaire Sam
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Transit Use 1. Have you used Metrob
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3. Which of the following, if any,
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Transit Users 1. How long have you
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Transit Users 1. In the past 12 mon
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6. What is your primary purpose for
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2007 Service Change 1. Did you ride
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Contact Information 1. Please fill
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4. How many vehicles are available
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Metrobus Market Study and Strategic
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APPENDIX B CNA Student Survey and R
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Student Profile/Transit Use 1. Are
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Non Transit Users Off Campus 1. How
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Non Transit Users On Campus 1. What
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3. How do you normally pay for your
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Transit Users 1. What other trips d
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Universal Student Transit Pass One
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Introduction Metrobus is evaluating
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Student Profile/Transit Use 1. What
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Non Transit Users Off Campus 1. How
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Non Transit Users On Campus 1. What
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3. How do you normally pay for your
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Transit Users 1. What other trips d
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Universal Student Transit Pass One
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Introduction Metrobus is evaluating
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2. Main type of business activity:
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Relationship to Transit 1. Does you
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8. Would you CONSIDER participating
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Survey Completion Thank you for you
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APPENDIX E Onboard Passenger Survey
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Tell us about yourself and your tra
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APPENDIX F Peer Review Municipaliti
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APPENDIX G Off-Street Terminal Desi
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Metrobus Transit Study.pdf - City of St. John's

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