Professional Documents
Culture Documents
CLIENTELE ANALYSIS
KING STREET WEST TRANSIT PILOT
PREPARED FOR
Retail Insider
DELIVERY DATE
November 2018
CONFIDENTIALITY STATEMENT
This report contains confidential information, for the exclusive use of POTLOC and its client.
This report may only be printed or copied as part of the project’s evaluation.
Under no circumstances can this report can be shared with third parties without the client’s written consent.
TABLE OF CONTENTS
POTLOC P.3
POTLOC
POTLOC is a firm with the mission to return consumers to the heart of the commercial
development process. POTLOC collaborates with real estate developers, shopping centre
administrators and retailers.
This process of co-construction uses market research to take into account the needs of the
clients while also providing a vision for the land developer and their future tenants.
THE MANDATE
MAIN GOALS:
• Evaluate the impact of the Transit Pilot on King Street West’s overall attractiveness (to
the streets’ shops and services and to the street itself);
• Figure out if King Street West’s commuters and passersby habits changed and how
since the Transit Pilot has been implemented;
• Figure out if these changes had an impact on the frequency of visits to King Street
West.
5
CUSTOM-MADE SURVEY
Once the goals were set, we created a custom-made survey completely compatible on all
devices and created a specific webpage: potloc.com/kingstreetwest
Impact of the pilot on the visits to the shops and services on King Street West
• Since the Transit Pilot was put in place, how often have you visited the shops and
services (including restaurants, bars and cafes) on King Street West between Bathurst
Street and Jarvis Street?
• When do you usually go to the portion of King Street West identified previously?
• What is(are) the main reason(s) you visit/haven’t visited more often/haven’t visited
the shops and services on this portion of King Street West?
• How has the Transit Pilot impacted your frequency of visits to the shops and services
on King Street West? Why?
CUSTOM-MADE SURVEY
• On a scale of 0 to 10, what has been the impact of the Transit Pilot on King Street
West’s overall attractiveness?
Sociodemographic profile
• Gender / Age / Do you live in the area of King Street West? / Postal code / Primary
occupation / Last education degree completed / Total annual household income
7
MEDIA CAMPAIGN
The Facebook campaign was conducted from August 17th to September 10th 2018.
All residents of the city of Toronto had the chance to see the ads on their Facebook news-
feed during the data collection period.
SURVEY STATISTICS
Among these 7 858 unique visitors, 2 241 answered the survey entirely. It resulted in a
28.5% completion rate, which is excellent considering that the survey’s average completion
time was quite long (12 minutes and 15 seconds) and that participation was voluntary (no
rewards were given).
Among the 2 241 completed surveys, 179 were discarded for being completed by
respondents aged under 18 years old or non-residents of the city of Toronto. Finally, 2 062
completed surveys were considered in the study.
KEY HIGHLIGHTS
Sociodemographic profile
The central question of the study was about the primary mean of transport respondents
currently use on King Street West. Half of respondents (45%) mainly use public transports
on King Street West, a quarter (25%) mainly walk there, and the rest mainly use their car
(16%) or their bike (10%). In the light of the results that will follow, this repartition most
probably gives an accurate idea of the current profile of commuters on King Street West
since the Transit Pilot seems to have driven car drivers away and attracted more public
transport users.
Impact of the pilot on the visits to the shops on King Street West
Overall, more people declared that the Transit Pilot had a positive impact on their frequency
of visits to the shops on King Street West (37%) than a negative impact (24%). Also, when
comparing opinions based on the primary mean of transport, we see that:
• Primarily public transport users: they are frequent visitors of King Street West’s
shops (37% visit multiple times a week, vs. 32% overall) and are 53% to visit the shops
more often since the Transit Pilot was put in place. Their motives: it is easier to get there
because street cars are more reliable than before. The area is less stressful, they spend
less time in commute and can take more time to shop in the area.
• Primarily pedestrians: they are the most frequent visitors of King Street West’s shops
(41% visit multiple times a week, vs. 32% overall), but 47% declared the Pilot had no
impact on their visits to King’s shops. Their motives: they were already very frequent
shoppers and the Transit Pilot had no impact there. Opinion is more split: most have the
same opinion as public transport users, but some believe that the street lost its vibe.
• Primarily car drivers: they are the least frequent visitors of King Street West’s shops
(31% never visit and 25% visit less than once a month vs. 11% and 13% respectively
overall). They have massively fled the street since the Transit Pilot was put in place (81%
declared they visited the shops and services less often ever since).
10
KEY HIGHLIGHTS
Their motives: the circulation plan is confusing, the parallel routes are jammed, it takes
more time go to the area and they can’t find any parking spot on King Street anymore.
• Primarily bike users: their frequency of visits to King Street West’s shops is average.
47% declared they have been visiting the street more often since the beginning of the
Pilot. Their main motive: they feel safer on King Street now, which contributes to them
coming more often.
Grades given to the overall attractiveness of King Street West are yet another proof that
the opinion on the Transit Pilot is split between commuters. The best grades are given by
primarily public transport users (8.26/10), primarily bike users (8.04) and pedestrians (7.09)
while primarily drivers gave a very poor grade (2.27). Average grade reaches 6.7/10.
Results on what should be the future of the Transit Pilot tell that public transport and bike
users are the ones who want it to continue or to go further the most, while car users want it
to be cancelled. On average, 48% of respondents want the project to go further, 24% want
it to keep going the same, and 25% want it cancelled.
Finally, regarding the replication of the Transit Pilot on Queen Street, the YES wins by a
slight majority (at 51%, vs. 39% of NOs and 10% of respondents undecided).
SURVEY RESULTS
TABLE OF CONTENTS OF
SURVEY RESULTS
SOCIODEMOGRAPHIC PROFILE
Almost all respondents (97%) were familiar with the King Street Transit Pilot prior to
answering the survey (it was the first question asked), meaning most respondents knew
what they were talking about when they answered the survey and their opinion can be
considered legitimate.
# %
Yes 1993 97%
No 69 3%
TOTAL 2062 100%
The central question of the study was about the primary mean of transport respondents
used on King Street West. We believed when creating the survey that this would be the main
point determining whether respondents were happy or not with the whole project. This
hypothesis will be verified in the following pages of this report.
Every resident from the city of Toronto had an equal chance of being targeted by the
survey. The people who answered it were the ones who had the most interest in the subject.
This is why readers should consider that the repartition for primary means of transport is
representative of the profile of frequent commuters on King Street West that were impacted
in some way by the Transit Pilot. Almost half of them (45%) mainly use public transports on
King Street West, a quarter mainly walk there (25%), and the rest mainly use their car (16%)
or their bike (10%).
It is still important to bear these results in mind while reading the rest of the report and to
study average results in the light of these percentages.
SOCIODEMOGRAPHIC PROFILE
Since the sample is representative of frequent commuters in the area where the Transit Pilot
was put in place, we expected the sociodemographic profile of respondents to be over-
represented by workers. This can be confirmed since 80% of respondents are workers, a
higher proportion that what can be observed among adult residents in the city of Toronto).
In the sample of 2 062 respondents studied, women (46%) and men (52%) are almost
equally represented. It is interesting to notice that car users and bike users are mostly men
(respectively 58% and 68% of men) while the sample of people who mainly walk on King
Street is slightly more feminine than the average (52% of women).
Since the sample is representative of frequent commuters on King Street West, workers are
logically over-represented, and so are young to middle-aged people: 70% of respondents
are aged between 25 and 54 years old, compared to 52% for the whole population of
Toronto.
It is interesting to note that car users are older than average (63% of car users are 35 years
old and older compared to 54% overall). Bike users tend to be younger (40% of them are
aged between 25 and 34 years old compared to 32% overall).
SOCIODEMOGRAPHIC Total
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GENDER?
Other / Non-binary 2% 2% 2% 3% 1%
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SOCIODEMOGRAPHIC Total
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AndPROFILE
since the sample is representative
(n=2062) of frequent commuters on King Street West,
33
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workers are logically over-represented, and so are household earning higher revenues:
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49% of respondents are part of a household whose total annual income is above $80,000,
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compared
GENDER?to 41% for the whole population of Toronto.
Finally,
Male the sample is mainly composed52% of non-residents
50% of the area
47% around King
58% 68% Street
West (77%), and logically, pedestrians are composed of more residents than average (38%
Female 46% 49% 52% 39% 32%
compared to 23% overall), while the contrary applies to public transport users (only 17% of
public transport users
Other / Non-binary are residents of
2% the area compared
2% to
2% 23% overall).
3% 1%
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SOCIODEMOGRAPHIC Total
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(n
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35-54 years old 38% 38% 35% 43% 34%
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55 years old and older 16% 14% 13% 20% 13%
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Less
Malethan $20,000 4%
52% 4%
50% 3%
47% 2%
58% 4%
68%
$20,000 to $39,999
Female 9%
46% 10%
49% 7%
52% 6%
39% 11%
32%
$40,000 to $59,999
Other / Non-binary 13%
2% 15%
2% 11%
2% 11%
3% 13%
1%
$60,000
HOW OLD toARE
$79,999
YOU? 13% 15% 12% 14% 12%
$80,000 to $99,999
18-24 years old 12%
14% 13%
15% 12%
17% 11%
11% 8%
13%
$100,000 to old
25-34 years $124,999 14%
32% 12%
32% 16%
35% 14%
27% 16%
40%
More
35-54than $125,000
years old 23%
38% 19%
38% 27%
35% 27%
43% 23%
34%
I'd
55 rather notand
years old say older 13%
16% 11%
14% 13%
13% 15%
20% 13%
13%
RESIDENT OF THE
WHAT IS THE AREA?
TOTAL ANNUAL INCOME OF YOUR HOUSEHOLD?
Yes
Less(M5V, M5H or M5C)
than $20,000 23%
4% 17%
4% 38%
3% 21%
2% 18%
4%
No
$20,000 to $39,999 77%
9% 83%
10% 62%
7% 79%
6% 82%
11%
In crossed
$80,000 tables, the chi-square test was
to $99,999 used to assess
12% 13%statistical 12%
significance, with
11%a confidence
8% level of
95%. Significantly different numbers are underlined in red if they are 5% or more below the average or in green
if they are 5% or
$100,000 to more above the average.14%
$124,999 12% 16% 14% 16%
SOCIODEMOGRAPHIC PROFILE
The majority of respondents (80%) are employed, a key characteristics of the frequent
commuters in the King Street West area where the Transit Pilot was put in place.
# %
Employed (full time or part time) 1643 80%
Student (full time or part time) 155 8%
Retired 102 5%
Looking for a job 35 2%
Stay at home parent 12 1%
On benefits (e.g.: EI, welfare) 16 1%
Other 58 3%
I'd rather not say 41 2%
TOTAL 2062 100%
More than two-thirds of respondents (68%) hold a university degree, compared to only 36%
for the whole population of Toronto, which is once again in accordance with the profile of
workers in the area.
# %
I do not hold a certificate, diploma or degree 64 3%
)
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85
They selected an average of 1.8 choices, meaning they go
23
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KING STREET WEST (n=1 833)
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to King Street West during multiple hours of the day, hence
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IDENTIFIED PREVIOUSLY?
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the closeness of percentages for the 4 choices. These results
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During weekdays in the evening
49% 45% 55% 50% 48%
mean the street attracts people in the evening (49%) and (after 6pm)
during weekends (46%), most likely for entertainment, as well During weekends 46% 45% 53% 38% 46%
as people during rush hour (42%), most likely for commute. During weekdays at rush hour
42% 46% 41% 30% 40%
It is interesting to note that car users come less during (8am-10am and 4-6pm)
During weekdays between 10am
weekends and during rush hour (respectively 38% and 30% and 4pm
40% 39% 42% 37% 44%
compared to 46% and 42% on average).
It is also interesting to see that people aged between 25 and 34 years old tend to visit King Street West during weekdays in the
evening more than average (54% of them compared to 49% in average), while older people and people with lower household
income tend to go there mostly during weekdays between 10 am and 4pm.
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During weekdays in the evening
49% 48% 50% 51% 54% 50% 33% 40% 48% 52% 58% 46%
(after 6pm)
During weekends 46% 49% 44% 53% 47% 46% 40% 43% 45% 47% 57% 43%
During weekdays at rush hour
42% 45% 39% 50% 45% 41% 27% 40% 42% 44% 51% 39%
(8am-10am and 4-6pm)
During weekdays between 10am
40% 39% 41% 40% 34% 41% 51% 48% 37% 37% 40% 40%
and 4pm
18
IMPACT OF THE PILOT ON THE VISITS TO THE SHOPS AND
SERVICES ON KING STREET WEST
The following question was asked to every respondent. It is Primary mean of transport on King Street West
interesting to notice that the sample of respondents is mainly
composed of frequent visitors of the shops and services on SINCE THE TRANSIT PILOT WAS
2)
2
PUT IN PLACE IN NOVEMBER 201 7,
King Street West, since 66% of respondents visit them at least
=9
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HOW OFTEN HAVE YOU VISITED
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KING STREET WEST?
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Street West are the most frequent visitors (respectively 37% of Multiple times a week 32% 37% 41% 12% 32%
public transport users and 41% of pedestrians visit the shops Around once a week 16% 19% 18% 8% 20%
multiple times a week compared to 32% of all respondents). A few times a month 18% 21% 16% 15% 21%
Car users are the least frequent visitors of the shops and
Around once a month 10% 10% 9% 9% 10%
services since the Transit Pilot was put in place (25% visit less
Less than once a month 13% 9% 13% 25% 11%
than once a month and 31% never visit, compared to 13% and
11% respectively overall). Never 11% 4% 5% 31% 7%
Residents of the area and people aged between 18 and 34 years old are more frequent visitors than average. This result is
correlated with the ones observed previously (p17): these respondents had selected more choices than average for the previous
question since they come more often. People who are 55 years old and older are the least frequent visitors since the Transit Pilot
was put in place: 20% of them never came since November 2017 (vs.11% overall).
Gender Age Household annual income Resident of the area?
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Multiple times a week 32% 32% 32% 42% 38% 29% 17% 28% 34% 33% 55% 25%
Around once a week 16% 17% 16% 16% 17% 16% 17% 17% 17% 17% 14% 17%
A few times a month 18% 18% 18% 16% 19% 17% 19% 19% 19% 17% 11% 20%
Less than once a month 13% 13% 12% 10% 11% 15% 15% 12% 13% 12% 10% 14%
Time of visitation
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Multiple times a week 36% 40% 38% 57% 43%
This question was asked to every respondent. On average, there are more people who said the Transit Pilot had a positive impact
on their frequency of visits to the shops and services on King Street West (37%) than a negative one (24%).
People who use public transport and who bike on King Street Primary mean of transport on King Street West
West are more numerous to think the Transit Pilot had a HOW HAS THE TRANSIT PILOT
positive impact on their frequency of visits (53% of public
2)
IMPACTED YOUR FREQUENCY
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Total
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transport users and 47% of bikers compared to 37% on
2)
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OF VISITS TO THE SHOPS AND
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SERVICES ON KING STREET
average). The opposite goes for car users who are 81% to say
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the Pilot had a negative impact on their frequency of visits, I have been visiting the shops and services
37% 53% 34% 2% 47%
compared to 24% on average. There is a clear correlation on King Street West MORE OFTEN since
the Transit Pilot was put in place
between the main mean of transport used to go to King Street The Transit Pilot had NO IMPACT on my
frequency of visits to the shops and 39% 43% 47% 17% 47%
West and the effect of the Pilot on the frequency of visits to services on King Street West
the shops, but the average result still reflects the opinion of I have been visiting the shops and services
on King Street West LESS OFTEN since 24% 5% 18% 81% 6%
current commuters in the area. the Transit Pilot was put in place
Finally, the result for pedestrians for whom the Transit Pilot mostly had no impact is to be analyzed bearing in mind they probably
were already very frequent shoppers (see results p.18), because they are composed of more residents of the area (p.15).
It is also interesting to see that younger people (between 18 and 24 years old) tend to come more often while older people (35
years old and older) tend to come less often.
Gender Age Household annual income Resident of the area
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ON KING STREET WEST ?
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I have been visiting the shops and services
on King Street West MORE OFTEN since 37% 36% 39% 45% 41% 34% 30% 42% 40% 37% 37% 37%
the Transit Pilot was put in place
There is an obvious correlation between the results to this question and the frequency with which respondents have been visiting
the shops and services on King Street since the Transit Pilot was put in place.
The main thing to notice here is that most of the respondents who declared never visiting King Street West’s shops used to come
before the Pilot was put in place (72%).
This proves that, while some clients have become more frequent clients, the Transit Pilot has also made King Street West’s shops
and services loose some clients, mostly car users and older people.
Frequency of visits
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IMPACTED YOUR FREQUENCY
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SERVICES ON KING STREET
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I have been visiting the shops and services
on King Street West MORE OFTEN since 37% 54% 55% 42% 21% 10% 0%
the Transit Pilot was put in place
751 respondents left a comment. They are mainly public transport users, which is why
most comments mention the fact that the Transit Pilot has made street cars move faster
and be more reliable on King Street. The comments also mention the fact that it is now
more pleasant to walk on King Street and it encourages people to stay longer and visit the
shops more often. Bikers and pedestrians also feel safer on the street and crossing the
street which contributes to them coming more often.
Here are a few examples of comments which sum up the main topics of the rest of the
comments.
It’s much faster to get around by TTC without all the automobiles blocking the streetcar tracks.
Vince - Male - 35-44 years old - Primary mean of transport: Public transport
I enjoy the art and public seating that lines the street. It makes you slow down and enjoy the
space.
Jean McArthur - Female - Over 65 years old - Primary mean of transport: Walk
As a resident of a building on King West, I feel safer as a pedestrian. I don’t have a car, and it
is more convenient and faster for me to access businesses on King West via streetcar now that
there are fewer cars on the road.
Alana - Female - 25-34 years old - Primary mean of transport: Walk
I walk by things more often. It’s easier to shop / dine / enjoy the sights with ease of TTC &
walking. Before I avoided the area due to TTC congestion.
Jodi - Female - 35-44 years old - Primary mean of transport: Public transport
Fewer cars means less exhaust. One can grab their lunch, and sit on one of the Muskoka chairs
provided. It’s been a lovely summer.
Charles - Male - 45-54 years old - Primary mean of transport: Public transport
The ease of travel is why I visit the shops there more often now. Plus, I feel safer crossing the
streets there.
Andrew - Male - 35-44 years old - Primary mean of transport: Walk
King St streetcar makes it easy to go cross the city in a short period off time. It allows me do
my errands and meet up with friends more frequently now.
Cora - Female - 45-54 years old - Primary mean of transport: Public transport
23
IMPACT OF THE PILOT ON THE VISITS TO
THE SHOPS AND SERVICES ON KING STREET
WEST
The respondents who answered that they have been visiting the shops and services on
King Street West LESS OFTEN since the Transit Pilot was put in place were then asked
the following question: Could you tell us the main reason(s) why you have been visiting the
shops and services on King Street West LESS OFTEN since the Transit Pilot was put in
place?
555 respondents left a comment. Most of them being mainly car users, the main reasons
evoked is the difficulty to drive and find parking there, the fact that the parallel street like
Queen Street are now jammed and that the new rules are confusing, which make them feel
less safe when driving through King Street. A few comments were also left by people who
mainly walk on King Street West. They say that they don’t come there anymore because
they feel like the neighborhood has lost its vibe and spirit because there is no one on the
street anymore. Furthermore, it is harder for some of them to get a Uber to come and pick
them up on the street since cars have difficulties to circulate on the street.
Here are a few examples of comments which sum up the main topics of the rest of the
comments.
The vibe is gone, harder to access parts of it, but mainly the vibe and atmosphere isn’t what it
was.
Martin Read - Male - 45-54 years old - Primary mean of transport: Walk
I am disabled and need a car to get around. There used to be lots of spots I could access around
king street. Now all the nearby streets are too full and king is tumbleweeds. I cannot park
anywhere that is close enough for me to go to anything on king now.
ella - Female - 35-44 years old - Primary mean of transport: Car
Difficulty to find parking close to stores and restaurants. If you do it’s blocks away.
Marisa Byers - Female - 35-44 years old - Primary mean of transport: Public transport
Hard to get to and from the area by uber or Lyft. Drop you off too far away and too hard to get a
Lyft or uber home.
Stan - Male - 45-54 years old - Primary mean of transport: Walk
It’s very annoying I can’t drive down King St or park on King St. I can’t find parking anywhere
nearby. Traffic on the other streets in the area is now brutal. I once frequented that area daily.
I now avoid it all together. I’m a real estate agent and no longer encourage my clients to buy
condos on King St anymore. The area now looks like a ghost town. The streets are empty.
Restaurants have lost business. My son is a server at a restaurant on King St and his hours were
cut due to lack od people coming in. This pilot is a disaster and needs to be reversed ASAP.
Solina Bradshaw - Female - 55-64 years old - Primary mean of transport: Car
It’s become an inaccessible spot for drivers. It’s actually scary to drive and wonder if I’m in the
section closed off to cars and if I’ll get a ticket. I drive downtown all the time and the signage to
drivers are unclear and unfair. It’s not clear exactly where the close to vehicles begins and ends.
karen - Female - 35-44 years old - Primary mean of transport: None
24
IMPACT OF THE PILOT ON THE VISITS TO THE SHOPS AND
SERVICES ON KING STREET WEST
Impact of the Transit Pilot on the frequency of visits to
the shops and services on King Street West
48 sed
9 5 ed
5)
Total
2
s
REASON(S) YOU VISIT THE
a
ea
=5
(n cre
West at least a few times a month. Respondents could select
cr
(n
)
)
de
in
ct
SHOPS AND SERVICES ON THIS (n=1 368)
=6
=1
y
pa
y
nc
(n
multiple choices.
nc
Im
ue
ue
PORTION OF KING STREET WEST?
eq
eq
N
Fr
Fr
I can get there easily by public
Two of the main reasons why people come to King Street West 43% 58% 34% 3%
transport
to shop mention the mean of transport they use to get there, I work or study nearby 34% 31% 39% 28%
whether it is the easiness to get there by public transport (43% I like the atmosphere; the
33% 39% 30% 20%
of respondents) or on foot (33% of respondents). neighbourhood has a good vibe
For the variety of restaurants, bars
The second reason why people shop on King Street West is and cafes in the area
33% 36% 32% 24%
that they work nearby (34%). I can walk there easily 33% 35% 35% 15%
Finally, despite or thanks to the Transit Pilot, the street is a
place people like to go because of its good vibe (33%) and for I live nearby 31% 28% 36% 28%
the variety of restaurants, bars and cafes in the area (33%). It's on my way to work or school 29% 29% 32% 18%
For the quality of restaurants, bars
26% 31% 21% 24%
It is interesting to note that for the people whose frequency of and cafes in the area
For the variety of stores and
visit increased, the main reason why they now visit King Street services in the area
21% 25% 18% 17%
West is because they can get there easily by public transports For the variety of entertainment 20% 23% 15% 20%
(58%). This means the improvement of the service of public
For one/certain restaurant(s),
transport on King Street West (which will be proven later in 16% 17% 14% 18%
bar(s) and cafe(s) in the area
the report) had a real impact on the willingness of people to For the quality of entertainment 15% 20% 10% 14%
come and shop there. For the quality of stores and
14% 19% 10% 7%
The second reason people whose frequency of visit increased services in the area
For one/certain business(es) or
selected the most (39%) is that they like the vibe of the service(s) in the area
14% 16% 12% 16%
neighborhood. This is a first clue that can allow us to say For the quality of service offered
10% 13% 7% 7%
that the Transit Pilot has improved the attractiveness and the by merchants in the area
Because the businesses in the area
atmosphere of the street. 3% 3% 2% 3%
offer good prices
7 7 sed
8) ed
REASON(S) YOU HAVEN'T VISITED
0)
Total
2
s
a
(n rea
=2
(n cre
THE SHOPS AND SERVICES ON
(n
)
c
de
in
=6
ct
(n=465)
=1
y
pa
y
nc
THIS PORTION OF KING STREET
nc
This question was asked to the 465 respondents who mentioned visiting the shops and services on King Street West once a
Im
ue
ue
eq
eq
WEST MORE OFTEN?
N
Fr
Fr
month at most. Respondents could select multiple choices.
It's difficult to drive there 30% 1% 4% 74%
The reason respondents mentioned the most for not coming more Ielsewhere
often is that it is difficult to23%
can get everything I need
drive there
15%(30%). This
33% reason14%
is
mentioned by people whose frequency of visits decreased (74%) as well as the fact that it is hard 23%
to find parking
4%
(53%).
5% 53%
It's hard to find parking
These results underline once again the fact that King Street West’s shops lost some clients because of the negative impact of the
Transit Pilot on car traffic in the area of King Street. It's too far from home 20% 32% 30% 3%
7 7 sed
7 7 sed
8) ed
8) ed
REASON(S) YOU HAVEN'T VISITED REASON(S) YOU HAVEN'T VISITED
0)
0)
Total Total
2
2
s
s
a
a
(n rea
(n rea
=2
=2
(n cre
(n cre
ITHE
don'tSHOPS
like the AND
atmosphere; the ON
THE SHOPS AND SERVICES ON SERVICES 5% 4% 4% 8%
(n
(n
)
)
c
c
de
de
in
in
=6
=6
neighbourhood doesn't have a good vibe
ct
ct
(n=465) (n=465)
=1
=1
y
y
pa
pa
y
y
nc
nc
THIS PORTION OF KING STREET THIS PORTION OF KING STREET
nc
nc
Im
Im
ue
ue
ue
ue
There
WEST are too OFTEN?
many tourists 5% 6% 6% 3%
eq
eq
o
o
eq
eq
WEST MORE OFTEN? MORE
N
N
Fr
Fr
Fr
Fr
It's hard to get there by public
It's difficult to drive there 30% 1% 4% 74% It's difficult to drive there 5%
30% 3%
1% 1%
4% 10%
74%
transport
I can get everything I need The
I canrestaurants, barsI need
get everything and cafes
23% 15% 33% 14% 5%
23% 9%
15% 6%
33% 1%
14%
elsewhere aren't of good quality
elsewhere
There isn't much variety of stores
It's hard to find parking 23% 4% 5% 53% It's hard to find parking 4%
23% 4% 6%
5% 1%
53%
and services in the area
The storefronts aren't
It's too far from home 20% 32% 30% 3% It's too far from home 3%
20% 6%
32% 3%
30% 2%
3%
inviting/attractive
It's too far from work or school 9% 24% 10% 1% It's dirty
too far from work or school 2%
9% 0%
24% 2%
10% 2%
1%
The stores don't respond to my The stores don't respond to my 1% 0% 2% 1%
8% 12% 12% 3% I don't feel safe in that area 8% 12% 12% 3%
tastes tastes
I don't like the atmosphere; the The stores
I don't and
like the services inthe
atmosphere; the area
5% 4% 4% 8% 1%
5% 0%
4% 1%
4% 1%
8%
neighbourhood doesn't have a good vibe aren't of gooddoesn't
neighbourhood qualityhave a good vibe
Again, the reasons that come first for not shopping at all on King Street West concern the
difficulty to drive there (55%) and the fact that it is hard to find parking (38%), which makes
for a total of 93% of people who don’t come to King Street West for car related reasons.
WHAT IS/ARE THE MAIN REASON(S) YOU HAVEN'T VISITED THE SHOPS AND
SERVICES ON THIS PORTION OF KING STREET WEST?
Total (n=229)
It's difficult to drive there 55%
It's hard to find parking 38%
I can get everything I need elsewhere 15%
It's too far from home 10%
It's too far from work or school 5%
I don't know this shopping district well 5%
The stores don't respond to my tastes 5%
The stores are too expensive 4%
I don't like the atmosphere; the neighbourhood doesn't have a good vibe 3%
It isn't on my way to work or school 3%
It's hard to get there by public transport 3%
There isn't much variety of stores and services in the area 3%
There are too many tourists 2%
The stores and services in the area aren't of good quality 2%
The restaurants, bars and cafes aren't of good quality 1%
There isn't much variety of restaurants, bars or cafes in the area 1%
I don't feel safe in that area 0%
It's dirty 0%
The storefronts aren't inviting/attractive 0%
Another reason 9%
27
These questions were asked to every respondent. If they declared using a specific mean of
transport ‘sometimes’ or ‘often’ on King Street West, they were redirected to sub-questions
about their commuting experience with the said mean of transport.
Most people walk at least sometimes (91%) on King Street West, making it the most used
mean of transport on King Street West. The rest of the figures are aligned with the results
to the question about the primary mean of transport, presented earlier.
It is interesting to note that among car users, 10% declared never using their cars on King
Street West. This is aligned with the results showing that most people who used to go to
King Street West mainly by car have stopped coming since the Transit Pilot was put in place.
2)
2
=9
Total
0)
(n
8)
2)
2
9
3
t
=5
or
=3
=1
(n
(n=2062)
(n
sp
(n
an
e
ar
al
ik
tr
B
ic
bl
Pu
Never 9% 4% 0% 28% 6%
28
IMPACT OF THE PILOT ON THE COMMUTE BY CAR ON KING
STREET WEST
Frequency CAR
The following questions were asked to the 928 respondents HOW HAS THE TRANSIT
who declared using their CAR at least sometimes to go to or PILOT IMPACTED YOUR
4)
drive through King Street West. Total
9
4)
=5
3
AVERAGE TIME SPENT IN
(n
=3
es
(n
(n=928)
im
en
TRAFFIC ON KING STREET
et
The opinion is split on the impact the Transit Pilot had on the
ft
m
O
So
WEST?
average time spent in traffic on King Street West since 39% of
respondents believe it decreased (significantly or a little) while It has significantly decreased 25% 18% 30%
38% believe it increased (significantly or a little).
However, the most regular car users are not as split since It has decreased a little 14% 11% 15%
almost half of them (47%) believe the average time spent in
It hasn't changed 23% 16% 28%
traffic significantly increased because of the Transit Pilot.
It has increased a little 11% 8% 12%
Frequency CAR
A majority of respondents (52%) believe the Transit Pilot HOW HAS THE TRANSIT
increased their average time of travel by car in the area of King PILOT IMPACTED YOUR
4)
Street West, even more so for the most regular car users (they Total
9
4)
=5
Nev
3
AVERAGE TIME OF TRAVEL
(n
=3
are 73% to believe the Transit Pilot increased their average
es
(n
(n=928)
im
en
BY CAR IN THE AREA OF
time of travel by car in the area of King Street West).
et
ft
m
O
So
KING STREET WEST?
Finally, half of respondents (50%) have reduced slightly or significantly the frequency with which they’ve been using their car on
King Street West.
This proves that the Transit Pilot reached its goal to reduce the number of cars on King Street West, but it seems it has made the
driver’s journey worse in the area and has driven car drivers away rather have them change their commuting habits.
Frequency CAR
4)
Total
9
4)
=5
Never (n=0)
(n
WITH WHICH YOU HAVE BEEN
=3
es
(n
(n=928)
im
n
USING YOUR CAR ON KING
fte
et
m
O
STREET WEST?
So
It has significantly decreased 32% 38% 29%
7)
to go through King Street West. Total
6
0)
=6
8
Nev
(n
OF TRAVEL IN PUBLIC
=9
es
(n
(n=1 647)
im
en
TRANSPORT THROUGH KING
et
74% of respondents declared the Transit Pilot slightly or
ft
m
O
STREET WEST?
So
significantly decreased their time of travel in public transport
through King Street West, even more so for the most regular It has significantly decreased 53% 66% 34%
public transport users who are 85% to mention it.
It has decreased a little 21% 19% 25%
Frequency PUBLIC
TRANSPORT
82% of respondents think the Transit Pilot improved the quality HOW HAS THE TRANSIT
of service for public transport, even more so for the most PILOT IMPACTED THE
7)
regular public transport users who are 89% to have mention it. Total
6
0)
=6
8
QUALITY OF THE SERVICE Nev
(n
=9
es
(n
(n=1 647)
im
en
OF PUBLIC TRANSPORT ON
et
ft
m
O
So
KING STREET WEST?
Finally, 58% of respondents have increased slightly or significantly the frequency with which they’ve been using public transport
on King Street West.
This proves that the Transit Pilot reached its goal to increase the use of street cars on King Street West and improve the quality
and reliability of the service.
Frequency PUBLIC
TRANSPORT
7)
Total
6
0)
=6
8
Never (n=0)
(n
WITH WHICH YOU HAVE BEEN
=9
es
(n
(n=1 647)
im
n
USING PUBLIC TRANSPORT ON
fte
et
m
O
KING STREET WEST?
So
It has significantly decreased 3% 3% 3%
9)
PILOT IMPACTED THE Total
5
3)
=3
6
Nev
(n
=2
84% of respondents declared the Transit Pilot made King
es
(n
BICYCLE-FRIENDLINESS (n=622)
im
en
et
Street West slightly or significantly more bicycle-friendly, even
ft
m
O
OF KING STREET WEST?
So
more so for the most regular bikers who are 91% to mention it.
It has gotten significantly better 55% 72% 42%
Frequency BIKING
They are however only 30% to think that the two main bicycle ACCORDING TO YOU, SHOULD
lanes upper north on Richmond St West and Adelaide St West BIKE LANES BE RELOCATED
9)
should be relocated on King Street West. Total
5
3)
=3
6
Nev
(n
FROM ADELAIDE STREET AND
=2
es
(n
(n=622)
im
en
RICHMOND STREET TO KING
et
ft
m
O
STREET WEST?
So
Yes 30% 30% 30%
Finally, 57% of respondents have increased slightly or significantly the frequency with which they’ve been biking on King Street
West.
This proves that the Transit Pilot reached its goal to make King Street West more attractive to bikers.
Frequency BIKING
9)
Total
5
3)
=3
6
FREQUENCY WITH WHICH Never (n=0)
(n
=2
es
(n
(n=622)
im
n
YOU HAVE BEEN BIKING ON
fte
et
m
O
So
KING STREET WEST?
)
54
West. Total
)
PILOT IMPACTED THE
=8
1
02
Nev
(n
=1
es
PEDESTRIAN-FRIENDLINESS (n=1 875)
(n
im
en
et
68% of respondents declared the Transit Pilot made King
ft
m
OF KING STREET WEST?
So
Street West slightly or significantly more pedestrian-friendly,
even more so the most regular pedestrians who are 87% to It has gotten significantly better 45% 57% 31%
mention it.
It has gotten a little better 23% 20% 28%
Frequency WALKING
The effort made by the city to activate the space with public
HAVE YOU NOTICED AN
art was noticed and appreciated by 59% of the respondents,
)
54
and by 70% of the most frequent pedestrians. EFFORT WAS MADE TO Total
=8
1
02
Nev
(n
=1
es
"ACTIVATE" THE SPACE (n=1 875)
(n
im
en
et
ft
m
O
WITH PUBLIC ART?
So
Yes, and it has improved my
59% 70% 46%
experience
Yes, and it hasn't changed my
26% 23% 30%
experience
Finally, 41% of respondents have increased slightly or significantly the frequency with which they’ve been walking on King Street
West. With this percentage, it seems like walking has been the mean of transport least impacted by the Transit Pilot. However,
readers should bear in mind the results of p.20 showing that people who mostly walk on King Street West probably already did
so very frequently since they are composed of more residents of the area than other groups. This is why, among pedestrians,
more people couldn’t increase much the frequency with which they have been walking on King Street West, regardless of the
Transit Pilot’s implementation.
This proves that the Transit Pilot reached its goal to make King Street West more attractive to pedestrians.
Frequency WALKING
)
54
Total
=8
1
02
FREQUENCY WITH WHICH Never (n=0)
(n
=1
es
(n=1 875)
(n
im
n
YOU HAVE BEEN WALKING
et
fte
m
O
So
ON KING STREET WEST?
What is most striking here is the fact that results are split between very positive opinions on
one hand and very negative ones on the other. Hence, the average grade doesn’t give much
information. What is more interesting is that 57% of the sample gave a grade of 8 or more
to the attractiveness of King Street West compared to 29% who gave a grade of 5 or less.
Once again, public transport and bike users have an excellent opinion of the project (average
of 8.26/10 and of 8.04/10 respectively), while car users have the exact opposite (average
of 2.27/10). Pedestrians are more neutral than others (average of 7.09/10). This is probably
linked to the analysis that came out of the comments p.23. Some pedestrians feel like the
neighborhood has lost its vibe and its liveliness, with less people on the street.
ON A SCALE OF 0 TO 1 0, WHAT
2)
Total 0)
(n
8)
2)
2
9
TRANSIT PILOT ON KING STREET
33
t
=5
or
=1
n=
(n
(n=2062)
(n
sp
r(
an
WEST'S OVERALL
ke
al
Ca
tr
Bi
W
ic
ATTRACTIVENESS?
bl
Pu
6 4% 4% 4% 3% 5%
5 5% 3% 6% 9% 3%
4 2% 2% 3% 4% 2%
3 4% 1% 4% 9% 3%
2 3% 1% 2% 10% 2%
1 3% 1% 3% 12% 0%
0 12% 1% 8% 42% 2%
The results of the left part of the table were expected, but they prove that, by making the street more attractive for numerous
people, the Pilot has attracted shoppers, not only passersby.
It is the people who come during rush hour (probably the time when the street used to be most crowded) who gave the best
grades to the impact on the Pilot on King Street West’s overall attractiveness.
m
50
9) -
sh
4
6p e
3 0 4p
ft n th
9 0 sed
6 4 ed
HAS BEEN THE IMPACT OF THE HAS BEEN THE IMPACT OF THE
ru
9 8 m)
=8
)
d
08
am ys
Total Total
an
s
(n
at
d
a
ea
=8
1 0 kda
i
(n cre
(n an
76
m
s
am ays
cr
TRANSIT PILOT ON KING STREET TRANSIT PILOT ON KING STREET
)
(n
)
)
ay
nd
er
6p 0a
e
n=
de
in
en ekd
ee we
ct
(n=2062)WEST'S OVERALL (n=2062)
d
ke
=4
=8
=7
=7
(a
)(
ek
-1
y
pa
ee
nc
(n
(n
WEST'S OVERALL
nc
m
e
g
g
ho we
w
Im
in
in
w
ue
n
ue
(8
ur
g
g
eq
eq
in
ATTRACTIVENESS? ATTRACTIVENESS?
D
in
in
ur
N
tw
ev
ur
Fr
Fr
ur
ur
be
D
D
10 28% 52% 10 23% 1%
28% 32% 32% 38% 34%
6 4% 1% 6 8% 3%4% 4% 4% 4% 4%
5 5% 1% 5 8% 8%5% 4% 4% 3% 4%
4 2% 0% 4 3% 5%2% 2% 2% 2% 2%
3 4% 0% 3 2% 4%
11% 3% 3% 2% 2%
2 3% 0% 2 1% 3%
11% 2% 2% 2% 3%
1 3% 0% 1 1% 3%
11% 3% 2% 2% 2%
0 12% 0% 0 2% 12%
46% 9% 8% 7% 8%
With this table, we can see that around a third (30%) of people who significantly decreased their use of cars on King Street
West gave a grade of 0 to the impact the Transit Pilot had on King Street West’s attractiveness. This probably means that car
users didn’t turn to another mean of transport to go through the street, they just stopped coming because the street lost all its
attractiveness.
ON A SCALE OF 0 TO 1 0, WHAT
8)
)
85
e
5 ) ttle
5 3 ittle
9
HAS BEEN THE IMPACT OF THE
7 0 ittl
=3
=5
)
)
00
4)
ly
(n y
Total
00
li
se ntl
l
(n
(n
l
nt
nt
l
=5
=3
(n d a
(n d a
=5
ea fica
e a i ca
ea fica
ed
ed
(n
TRANSIT PILOT ON KING STREET
)
ed
(n
se
ng
ng
if
d
as
as
=5
(n=2062)
i
i
d
=4
d
de ign
de ign
in ign
=1
ea
se
se
re
re
(n
ha
ha
WEST'S OVERALL
cr
s
s
c
c
c
c
de
de
in
cr
s
s
cr
ha
ha
ha
cr
't
't
sn
sn
s
s
s
ATTRACTIVENESS?
ha
ha
ha
It
It
It
ha
ha
It
It
It
It
It
10 28% 15% 25% 22% 30% 16% 18% 33% 56%
6 4% 3% 8% 4% 2% 9% 7% 3% 2%
5 5% 9% 6% 6% 4% 13% 9% 2% 1%
4 2% 4% 2% 3% 6% 7% 3% 2% 0%
3 4% 5% 6% 6% 2% 5% 4% 1% 0%
2 3% 7% 2% 7% 7% 5% 4% 0% 0%
1 3% 6% 4% 5% 9% 5% 3% 0% 0%
NOTE MOYENNE 6,70 4,34 6,72 5,67 5,94 5,42 6,39 8,40 9,02
39
IMPACT OF THE PILOT ON THE ATTRACTIVENESS OF KING
STREET WEST
It is interesting to note that the worst average grade (2.05/10) was given by people who significantly decreased the frequency with
which they’ve been walking on King Street West, while the best average grade (9.24/10) was given by people who significantly
increased it. People who walk on King Street West are the most split, but it is not contradictory. Indeed, it is important to
remember that the people referred to as pedestrian throughout the report are the people who declared their main mean of
transport on King Street West was by foot. Here, the people who answered the question about the impact of the Transit Pilot
on their frequency of walking are not necessarily the same. As a matter of fact, we can see p.25 that they are composed of an
important proportion of car-users. Again, this can be linked to the comments made from people who usually walk on the street,
which previoulsy declared that the neighborhood had lost its good vibe.
How has the Transit Pilot impacted the frequency with How has the Transit Pilot impacted the frequency with which you have been walking on King Street
which you have been biking on King Street West? West?
ON A SCALE OF 0 TO 1 0, WHAT
2)
)
37
2 ) ttle
7 9 ittle
5 6 ittle
2
HAS BEEN THE IMPACT OF THE
=9
=2
)
2)
(n y
(n y
Total
18
77
li
l
se ntl
l
(n
(n
nt
nt
=8
l
l
a
(n d a
(n d a
=3
=1
ea fica
e a i ca
ea fica
ed
d
(n
TRANSIT PILOT ON KING STREET
)
d
ge
se
se
se
ng
if
=8
(n=2062)
i
=4
d
d
in ign
de ign
in ign
ea
an
ea
=1
ea
se
se
(n
ha
WEST'S OVERALL
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ATTRACTIVENESS?
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10 28% 29% 40% 53% 6% 15% 19% 36% 66%
6 4% 3% 4% 2% 0% 5% 7% 2% 1%
5 5% 7% 0% 2% 1% 5% 8% 0% 1%
4 2% 4% 0% 1% 2% 5% 4% 1% 0%
3 4% 3% 1% 1% 6% 9% 5% 1% 0%
2 3% 4% 1% 0% 15% 5% 4% 1% 0%
1 3% 6% 0% 0% 9% 13% 3% 1% 1%
NOTE MOYENNE 6,70 6,90 8,65 8,94 2,05 3,55 6,39 8,51 9,24
40
This question was asked to every respondent. It shows once more that commuters on King
Street West are mostly happy with the Pilot since 48% want it to go further, 24% want it to
keep going, and only 25% want it cancelled.
The people who mainly bike on King Street West are the most in favor of the Pilot going
even further (73% compared to 48% in average). Without surprise, people who mainly use
cars are almost unanimous to declare the Transit Pilot should be cancelled (83% compared
to 25% in average). And again, pedestrians are the most neutral group, for reasons that
were already mentioned, even though they remain mainly in favor of the Pilot, with a total
of 75% declaring it should keep going or go even further.
Primary mean of transport on King Street West
2)
2
=9
ACCORDING TO YOU, WHAT SHOULD BE Total
0)
(n
8)
2)
2
9
33
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=5
or
=1
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THE FUTURE OF THE TRANSIT PILOT? (n=2062)
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The Transit Pilot should keep going the way it is today 24% 31% 28% 7% 19%
The Yes wins by a majority (51%) on whether the pilot project should be implemented on
Queen Street as well. Again, opinion is split depending on the mean of transport used by
respondents.
Total
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(n
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2)
2
9
33
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=1
n=
IMPLEMENTED ON QUEEN
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STREET AS WELL?
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