Government of Canada navigation bar

Symbol of the Government of Canada

Primary site navigation bar

Breadcrumb

iXpress Central Transit Corridor Express Project – Summary of Final Report

Regional Municipality of Waterloo, Ontario

This final results report on the iXpress Central Transit Corridor Express Project summarizes the work completed, the final results and the lessons learned from the implementation of the project, which started in September 2005 and finished in December 2009. The main sections of this final results report are Project Results, Lessons Learned and Future Enhancements.

Introduction

The Regional Municipality of Waterloo is a medium-sized urban area in southern Ontario comprising three municipalities and four townships (the cities of Cambridge and Kitchener, Waterloo and the townships of North Dumfries, Wellesley, Wilmot and Woolwich).

Historically, the Region's population has relied primarily on automobile use for personal transportation. In 2003, more than 80% of the regional workforce reported commuting to work alone by car and this has had a negative impact on transportation infrastructure and air quality. The region is also undergoing rapid growth, with a population that is expected to grow from 456,000 in 2001 to 729,000 by 2031. If commuting modes remain unchanged, such growth could intensify the negative impacts associated with single-occupant vehicle travel in the future.

This showcase project features a high-quality transit service, known as iXpress. The 37-kilometre route provides transit access through the Region's central corridor and runs from north Waterloo to south Cambridge. It connects four major shopping centres, three downtowns, two universities, many office complexes and a regional hospital. Operated as part of Grand River Transit (GRT), the iXpress service was launched in September 2005, with buses arriving every 30 minutes or less and every 15 minutes in peak periods.

The route's 13 stations are spaced farther apart than those on conventional GRT routes to reduce delays and increase speed. Station locations were chosen primarily to attract post-secondary students, downtown employees, and retail and service customers.

The Region aimed to shift modal share from single-occupant vehicle use to transit by:

  • Using advanced transit technologies to create a high-quality express service that would serve a central transit corridor and link major destinations.
  • Developing transit priority measures to decrease travel time by 25% compared to conventional transit times.
  • Improving customer information.
  • Integrating iXpress with other transit services and other sustainable modes of travel.

Project results

Advanced Transit Technology

1. Transit signal priority (TSP) measures

TSP measures were implemented at 17 signalized intersections along the iXpress route (about one-quarter of the route's signal-controlled intersections) to allow transit vehicles to move through the intersections more efficiently. As a bus approaches one of these intersections, it emits a signal detected by the traffic control system, which then initiates the appropriate TSP signal phasing to either extend the green light or truncate the red light to minimize bus delays. TSP is only activated when a bus is running behind schedule.

2. Automated vehicle location system (AVLS)

AVLS on all iXpress buses communicates the bus's position and status to the dispatch centre. This allows controllers to monitor the schedule adherence of each bus and detour buses in the event of traffic collisions or major bottlenecks. The system is also connected to onboard mobile data terminals, which improves drivers' operational control by:

  • Showing how many minutes the bus is behind or ahead of schedule.
  • Listing the bus's scheduled arrival time for the next three stations.
  • Reminding drivers both visually and audibly to depart a station on time.
  • Enabling drivers to communicate via text messages with dispatch.

The AVLS also provides the basis for real-time traveler information (see below).

3. Automatic passenger counting system

This system was also installed on all iXpress buses and provides data about the number of people getting on and off buses at each station. The information helps planners manage resources effectively by monitoring and evaluating ridership activity and running times. Used in conjunction with the AVLS, this system allows planners to review passenger loads, determine the busiest trips and times of day and map the busiest stations and locations of schedule delays.

These three transit technologies improved schedule adherence and the reliability of iXpress buses. According to one four-month study of the afternoon peak period, 85% of iXpress buses arrived early or on time, as compared to 69% of local buses. In a 2007 survey, 52% of riders who had had previously made the same trip using another mode indicated that the most significant factor in choosing iXpress was the faster service.




Enhanced Traveler Information

The Region designed and implemented a suite of technologies branded as the easyGO Traveller Information System.

1. Web-based trip-planning system

The web-based system allows transit users to customize their travel itinerary. Users input origin and destination information and the system recommends the best routes based on the user's preferences (e.g., least number of transfers).

2. Automated telephone and text-messaging systems

Transit users call a single number then input the four-digit unique bus stop or station number to receive real-time bus departure times, information on paratransit services, or other scheduling information. Users can also connect to a live agent. Schedule information for specific bus stops can also be retrieved via text messaging.

3. Automated electronic signs and announcements on bus stations and onboard

Automated digital signs, mounted on the ceiling of each bus, display each upcoming station. Automated digital signs at each station display next-bus information, while displays at two stations offer additional information such as real-time departure times for iXpress buses, scheduled departure times for conventional routes, transit alert messages, public service announcements, weather information and advertising.

In surveys, users identified all components of the easyGO Traveller Information System as both helpful and easy to use, particularly the electronic signs at stations and onboard buses. Monitoring of each component shows that travelers use the phone system three times more than the web-based trip planner or text messaging systems, with an average of 3,200 uses per day. Usage of the text messaging system and web-based trip planner is growing steadily and currently averages 500-1,000 uses daily.

Intermodal Integration

The iXpress service was integrated with other sustainable modes of transportation, specifically walking, cycling and other transit services.

1. Transit amenities

All iXpress stations were constructed with a variety of amenities, including shelters, lighting, seating and real-time customer information signs.

2. Pedestrian access

Pedestrian accessibility audits, conducted in 2004, helped the Region improve pedestrian access to and from iXpress stations. Some of the changes included:

  • Extending sidewalks across driveways.
  • Installing ladder crosswalks at busy intersections and adding other road markings.
  • Improving landing areas with additional curb ramps and sidewalk in-fill.
  • Paving the walkway over a set of railroad tracks.
  • Installing a set of stairs with handrail where a worn path had previously existed.

3. Cycling amenities

Improvements to integrate cycling with transit included:

  • Outfitting all GRT buses with bicycle racks.
  • Installing bicycle racks and lockers at select iXpress stations. Long-term bicycle lockers, each of which can hold up to four bikes, were added to two downtown transit stations.
  • Constructing new bicycle lanes and posting cycling signs.
  • Ongoing construction of cycling links, particularly on roads that connect to the iXpress route. Construction occurs during scheduled improvements and involves posting "Share the Road" and other bike lane signs.

4. Integration with other transit services

All iXpress stations were selected carefully for maximum integration of the express service with other local and intercity transit services.

iXpress travelers use a variety of modes to access the express service. An average of 52% of iXpress riders walk and 39% transfer from a local bus to the iXpress service. The bike racks on GRT buses are used frequently and the station at the Grand River Hospital has become a hub for a local organization's bike share program. Regional staff has also discussed with some local companies the possibility of having similar lockers installed at their locations.

Marketing and Outreach

Prior to service implementation, an attitude and awareness survey of transit and non-transit users was completed in January 2005. The survey helped to address marketing needs and contributed to the understanding of baseline conditions. In addition to the survey, five focus groups, involving 58 participants, helped to identify barriers to sustainable travel choices.

The brands iXpress and easyGO and the tagline Connecting You were then created to highlight the service's ease of use and its ability to address a variety of individual travel needs.

1. Marketing campaign

The Region's extensive umbrella marketing campaign included:

  • Regular updates to stakeholders and employees through the Region's Trackin' the Express newsletter.
  • Pre-launch efforts to gain feedback about the service's proposed route and features. These efforts raised excitement and interest about the service and helped to obtain important traveler data. Public feedback was solicited via an online survey, 13 open houses, and displays at shopping malls and two transit terminals. Some direct mailings were also done to solicit comments
  • Media launches involving representatives from multiple levels of government.
  • Pre- and post-launch promotions, such as web pages, direct mail brochures, articles in the Region's EnviroNews publication (distributed to 180,000 households) and print ads and posters.
  • Promotional items and demonstrations of the bus bicycle racks.

2. Individualized marketing pilot project

This pilot project involved using customized information and incentives to change individual travel behaviour.

The Region selected a neighbourhood near the southernmost station on the iXpress route as the test case for this project. The neighbourhood was chosen because of its good network of sidewalks, the fact that it is a main hub with many feeder bus routes, it has an urban design and density that encourages travel modes other than driving, and has a relatively typical demographic make up for the entire iXpress corridor.

After a small test of 250 households, the region expanded it to 1,925 households and conducted a survey to establish baseline travel behaviour. In April 2007, those who had expressed interest in receiving more information—a total of 306 trip makers from 204 households—received information packages and incentives and were offered assistance in identifying alternate travel choices. Of the group, 109 people were already using transit and 197 used their cars but were interested in using transit in the future.

A post-pilot project survey was conducted in September 2007. When sustainable modes (transit, walk, bike) were differentiated from auto-based modes (car driver, car passenger, taxi), the use of sustainable modes of travel increased from 16.7% to 18.8% (a relative increase of 12.5%) and the use of auto-based modes decreased from 83.3% to 81.2% (a relative decrease of 2.5%). This impact applies only to households or trip makers who were receptive to the marketing incentives and information; consequently, the expected net impact of the pilot project on increasing transit ridership is estimated between 4% and 11%.




Project monitoring and assessment of impact

The final piece of the iXpress project involved monitoring and assessing the impact of the other project components. It included research before the launch of the service to establish baseline conditions, a variety of post-launch data collection activities, and analysis of the data to illustrate the impact of the express service.

1. Daily boardings

Ridership has consistently grown over the four-year period, with an average of 8,000 daily boardings in 2009.

2. Demographics

iXpress riders tend to be young, with 60% aged 25 or younger, with the predominant demographic being post-secondary students. This demographic increased significantly over the four-year project period, from 52% to 60% due to the introduction of a universal student transit pass program at Wilfrid Laurier and Waterloo universities in 2005.

3. Modal shift reasons

Survey results indicated that between 15%-19% of iXpress users had shifted to transit from an auto mode (either as a passenger or as a driver), while 13% of users chose to use the express service despite having a vehicle available for the trip. In surveys, riders indicated that the primary reason for shifting to the iXpress service from another mode was the faster travel speed. For riders who previously used an auto mode, the high cost of gas was another significant factor influencing modal shift.

4. GHG emissions

Over the project period, greenhouse gas (GHG) emissions were reduced by approximately 3,650 tonnes. This calculation was made by comparing the emissions produced per kilometre traveled for iXpress buses and for cars. Unlike cars, transit's carbon footprint typically declines with increased use. If iXpress ridership continues to increase, the Region estimates that the GHG emission rate for weekday service will decline by approximately 20% in 2009.

5. Other benefits

The AVLS system increased safety for bus operators because dispatch personnel know exactly where each bus is and can communicate with the driver immediately in case of emergency. Improved pedestrian and cycling links also increased safety for riders. In addition, the automated data collection system has reduced fuel consumption and, in turn, reduced GRT's operating costs.

Budget

The iXpress project was completed with a budget of $9.237 million:

  • $3,890,400 for iXpress bus acquisition
  • 2,942,000 for transit technology
  • $1,464,600 for intermodal integration
  • $490,100 for marketing and outreach
  • $450,800 for monitoring and assessment

The federal and provincial governments and the Region of Waterloo shared capital costs, while the University of Waterloo provided in-kind contributions (monitoring and assessment).

Lessons learned

The iXpress project involved managing a great deal of technological complexity, the relationships and expectations of many jurisdictions and partners, and staff resources.

In particular, the Region learned that it was important to:

  • Be flexible with budgets and schedules and use outside expertise in order to implement advanced transit technologies effectively.
  • Budget time to collaborate with the multiple parties involved in station development.
  • Communicate expectations and goals effectively to build consensus.
  • Allocate some staff resources exclusively to project activities.

In addition, the Region notes the importance of:

  • Obtaining buy-in from community organizations to encourage ridership growth.
  • Distinguishing a distinct transit service with a distinct brand.
  • Reallocating resources when necessary to remain on budget.
  • Creating a multi-disciplinary team to administer and implement large transportation initiatives.
  • Involving external experts when necessary to guide staff and to develop in-house expertise.
  • Consulting with the public as part of effective transit planning.
  • Keeping stakeholders informed and involved throughout planning and implementation phases.

Future enhancements

The Region of Waterloo has begun to use the knowledge and insights gained from this project to strengthen the transit culture within the Region, including:

  • Fine-tuning and improving the iXpress service.
  • Expanding the individualized marketing program to additional neighbourhoods as part of Transport Canada's ecoMOBILITY program.
  • Integrating data collection technology with a data analysis system.
  • Extending the iXpress service concept and amenities to other transit corridors.

The success of the iXpress service proved that the Region is ready for higher-order transit. Regional council has, therefore, approved the development of a transit system that will combine light-rail transit with adapted bus rapid transit and, ultimately, replace the iXpress service. If funding can be secured from provincial and federal governments, construction is expected to begin in 2012.

Summary and conclusions

The iXpress project created a highly competitive transit service in the Waterloo Region. By removing the barriers to transit and making the service faster and more convenient for all users, the project not only cut GHG emissions but also enhanced mobility options. In particular, iXpress succeeded in making it easy for those riders who have access to a car to choose transit instead.

The strategic use of technology, the development of partnerships, and the use of effective marketing techniques ensured faster speeds, reliable schedules and more convenient trip planning for users. All of these factors must work if public transit is to be perceived as a viable alternative to the car.

For more information

John Cicuttin
Manager, Transit Development
Region of Waterloo
Tel: (519) 575-4023
E-mail: cijohn@region.waterloo.on.ca

Date modified:
2010-07-16