Categories
Politics Toronto Transit

The TTC needs customer buy-in, not a campaign of scolding its passengers

IMG_7472-003Imagine any retail store welcoming its customers the way the Toronto Transit Commission does these days.

This week, at least two TTC streetcars were wrapped with messages promoting the transit agency’s new aggressive anti-fare evasion campaign. Any passenger caught by fare inspectors or special constables without a valid fare is subject to a fine of up to $425.

As a regular, fare-paying passenger, I am sympathetic to the TTC’s need to balance its books — it relies on transit fares for 68 percent of its $2.14 billion operating budget — but the more aggressive fare enforcement program — including advertisements inside vehicles and stations and hiring 50 more fare inspectors in 2020 — is insulting to its customers.

Typically, businesses and public services strive to welcome their clientele and promote themselves to potential new customers. At one time, the TTC even ran television commercials, with a particular focus on promoting off-peak ridership.

Not anymore.

Customer notices on posters and on the PA system are restricted to subway closure notices, reminders about etiquette, and now warnings of $425 fines for not tapping a Presto card. Riders are no longer thanked for using the TTC. Instead, we’re subjected to poor and inconsistent service, streetcar shortages, regular weekend subway closures, fare hikes, and repeals of recent fare integration measures, along with lectures on fare payment.

Other transit and municipal politics writers, including Steve Munro, Matt Elliott, and Ben Spurr have written about the TTC’s push for stricter fare enforcement as well as the problems passengers have when paying, including malfunctioning Presto readers and fare payment machines, and overcrowded vehicles. Fare payment machines do not accept bank notes, debit, or credit cards. Though the TTC estimates that 5.7 percent of all riders engage in fare evasion, the rate on streetcars, where passengers board from all doors and tap or pay on board, is 15.9 percent.

There has been an inconsistent approach to fare enforcement, with inspectors commonly found at streetcar terminals at subway stations. There are reports and credible accusations of racial profiling by fare enforcement officers.

A friendlier and more wholesome approach would be addressing the technical problems, including the reliability of fare machines, and replacing generic Presto cards being used for child fares that other passengers — such as York University Station — are illegitimately using. There should also be¬†a friendlier education campaign, enforcement discretion, and less aggressive behaviour towards customers, would make far more sense. If the TTC is truly interested in “disrupting” negative behaviour, it should adopt a customer service model, and address the distrust towards its officers from racialized and economically marginalized communities.

Putting aside the bad optics of the crackdown on fare evasion, transit ad wraps are an insult to transit riders. Furthermore, they are a detriment to the brand. Toronto’s streetcars are an icon of this great city; this is cheapened by gigantic ads for Starbucks, Sephora, or Scotiabank.

Inside, the large panoramic windows are obscured by perforated vinyl sheeting that is difficult to see out of. Though the vinyl wraps leave a sliver at seat level, the view is obstructed for anyone standing on a crowded vehicle.

IMG_5204-001A typical streetcar advertising wrap

The current 12-year, $324-million contract with Pattison Outdoor brings in a total of $27 million a year. The contract includes interior and exterior transit advertising (traditional placards, posters in stations and vehicles, and wraps). In total, advertising in all forms represents 1.1 percent of the entire TTC budget, with wraps representing a small portion of that. These wraps, commissioned by the TTC itself, are part of the contact.

Messages on the newly wrapped TTC streetcar

The streetcar wraps that scold, rather than welcome, riders are even more of an insult. What message do they send to visitors to Toronto? And what message do they send to potential riders?

Customer buy-in is about so much more than just paying one’s fare. The TTC should realize that.

Categories
Infrastructure Roads Transit Walking

Viva Rapidways: hurry up and wait

IMG_6574.JPGA broken system

When York Region Transit was formed in 2001, it promised great things for the large, growing suburban region north of Toronto. It amalgamated four local transit systems, and took over local services provided by GO Transit, and extended service to outlying communities, including Stouffville, King City, and Holland Landing. In 2005, YRT introduced Viva, a series of limited-stop bus routes along major corridors, offering distinct, comfortable buses, off-board fare payment, and signal priority to speed up service.

Since YRT formed, Durham Region amalgamated its municipal transit systems, Brampton introduced Zum, a similar network of limited-stop bus routes, and Mississauga and Toronto rebranded and expanded their express bus routes. For a while, it appeared that York Region was leading the way in growing transit ridership in the suburbs.

Unfortunately, by focusing on building new Rapidways in the median of Yonge Street, Highway 7, and Davis Drive while neglecting service levels, — even cutting back bus service on Viva routes — York Region has fallen behind. I also found that those Rapidways — meant to speed buses through congested arterials — are poorly designed for pedestrians and transit riders.