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SPENDING HABITS AND TRANSPORT PATTERNS Cyclists Contributions to
the Economic Vitality of Uptown Waterloo
A study conducted for the City of Waterloo
Authors Dr. Markus Moos
Dr. Jeff Casello Geoff Chase
Matta Lanoue
School of Planning University of Waterloo
Ontario, Canada
January 2015
Corresponding author contact information Dr. Markus Moos,
[email protected], 519-888-4567, ext 31113
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Cyclists Contributions to the Economic Vitality of Uptown
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School of Planning, University of Waterloo
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Summary Objectives
The purpose of this report is to better understand in what ways
cyclists contribute to the economic vitality of Uptown Waterloo
(Waterloo, Ontario)
Methods
On-line and in-person surveys were conducted to study spending
power and shopping patterns of Uptown shoppers, and how spending
and shopping patterns differed by transportation mode
A GPS study was used to gain insight into cyclists travel
patterns and barriers to increased cycling
A limitation is the inability to verify representativeness of
our survey However, demographic characteristics of respondents show
higher incomes,
lower average age, higher educational attainment and somewhat
lower visible minority status than is the case in the City and
Region of Waterloo. This is in line with our perception of Uptown
Waterloo shoppers based on the current retail composition.
Key Findings
About 70% of Uptown Waterloo shoppers surveyed in this study
travel there primarily by bicycle, walking or public transit
In our survey, cyclists make more frequent shopping trips than
those arriving by car and spend at least as much overall as those
who drive to shop
The median amount spent by respondents in Uptown in a single
trip is $30 for bicyclists and drivers, and $20 for public transit
users and pedestrians
Shoppers surveyed tend to frequent similar kinds of shops
regardless of how they travel Uptown, although cyclists are
somewhat more likely to purchase groceries while drivers are more
likely to shop at the LCBO
Primary barriers to cycling Uptown among all respondents
(cyclists and non-cyclists) are a lack of bicycle lanes, traffic
volume and lack of bicycle parking
Conclusions
The study points to the important role Uptown Waterloo plays in
facilitating active modes of travel and use of public transit
Cyclists, pedestrians and public transit users are a core
segment of the Uptown Waterloo retail and culinary economy
Cyclists spend as much as drivers per trip but make more trips
on average Previous studies also show economic benefits of cycling
infrastructure
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Cyclists Contributions to the Economic Vitality of Uptown
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Investment in cycling infrastructure is expected to contribute
to increases in cycling rates and the overall economic vitality of
Uptown Waterloo
Table of Contents
Introduction
....................................................................................................................
4
Literature review
............................................................................................................
5
Methods
.........................................................................................................................
7 In-Person Survey
..............................................................................................................................................................
7 Web Survey
..........................................................................................................................................................................
9 GPS Tracking Study
.........................................................................................................................................................
9
Findings
........................................................................................................................
10 Demography and Housing Characteristics
.......................................................................................................
10 Travel
behaviour............................................................................................................................................................
12 Cycling Behaviours and Barriers
...........................................................................................................................
15 Spending power
.............................................................................................................................................................
17 Shopping patterns
.........................................................................................................................................................
18
Conclusions
...................................................................................................................
24
References
....................................................................................................................
25
Appendix A In-Person Survey
.....................................................................................
28
Appendix B On-line Survey
........................................................................................
29
Appendix C GPS Study
................................................................................................
32
Appendix D Photographs of Select Uptown Locations (in-person
survey) ................. 43
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Cyclists Contributions to the Economic Vitality of Uptown
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Introduction Advocacy and interest in cycling in North America
have increased in recent years. As a recreational activity and as a
means of transportation, cycling has been promoted for its health
and environmental benefits (Oja et al., 2011). Cycling is also now
commonly a component of municipal active transportation strategies,
which aim to reduce societys reliance on cars and reduce costs
associated with road expansion by investing in walking, cycling and
public transit infrastructure. Some studies have considered the
economic outcomes of investing in cycling infrastructure (Cavill,
Kahlmeier, Rutter, Racioppi, & Oja, 2008). But less is known
about the overall impact of cyclists on the local retail economy in
specific cities.
As interest in and funding allocation toward cycling
infrastructure grows, it is imperative to know more about the
potential economic costs and benefits. One area of concern,
commonly voiced by downtown shopkeepers, is that repurposing space,
for instance parking, for cycling (and pedestrian) infrastructure
will impact the economic vitality of the area by reducing the
customer base.
The purpose of this report is to better understand in what ways
cyclists contribute to the economic vitality of Uptown Waterloo,
the commercial and civic core of the City of Waterloo, Ontario.
This is achieved by examining how Uptown Waterloo shoppers spending
patterns, and spending potential, differ by mode of transportation.
The report also documents cycling travel behaviour. The analysis
relies on two surveys (one in person and one on-line) and a GPS
study.
According to the Business Improvement Association, Uptown
Waterloo contains about 400 businesses including clothing shops,
cafes, restaurants, financial services, pharmacy, liquor store,
bike shops, a grocery store, and other retail and office uses.
Uptown is also home to City Hall, Region of Waterloo offices,
university and research facilities, a museum, and the library. A
central public square is used for markets and festivals as well as
skating in winter.
Uptown Waterloo is designated as an urban growth center in the
Province of Ontarios Place to Grow plan (2006). Continuing growth
and development in Uptown will put strain on existing roads in a
dense area where road expansion is not a preferred option.
Therefore it is important to gain a better understanding of the
ways alternative modes of transport to the car can be accommodated
and contribute to the economic vitality of the core.
The report begins with a literature review summarizing the
current knowledge of the impacts of cycling on local economies. The
study methods are then discussed in more detail. The findings
summarize the demography and travel and shopping patterns of survey
respondents. The report ends with observations on how investment in
cycling infrastructure supports the economic vitality of
Uptown.
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Cyclists Contributions to the Economic Vitality of Uptown
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Literature review
Considerable evidence indicates that promoting bicycling is
beneficial to a city, its businesses, and the wider community:
cycling-friendly infrastructure supports a consumer group with
substantial purchasing power, advances public health, and reduces
car reliance. Table 1 provides a summary of this evidence, which is
briefly discussed below.
The benefits of investing in cycling infrastructure include
promoting bicycle recreation and tourism (Flusche, 2012; Vlo Qubec,
2010), reducing health care expenses (Cycling Promotion Fund, 2008;
Davis, 2010; Flusche, 2012; Grous, 2011), and boosting revenue
through cycling-related businesses and services (Anderson &
Hall, 2014; Campbell & Wittgens, 2004; Davis, 2010). Public and
private investment in cycling infrastructure has been found to
increase cycling rates in many municipalities (e.g. Pucher &
Buehler, 2008; Transportation Alternatives, 2012; Vlo Qubec,
2010).
There is some dispute as to who benefits most from public
investment in cycling. Two different groups are considered:
higher-income people who cycle out of preference (Goodman,
Sahlqvist, & Ogilvie, 2013; Pucher & Renne, 2003; Stokes
& Lucas, 2011; Sustainable Development Commission, 2011) and
those with lower incomes who cycle as a cheaper alternative to the
car (Butler, Orpana, & Wiens, 2007; Grous, 2011). This
introduces equity issues that should be considered when planning
cycling infrastructure investments and social/recreational programs
to ensure these are equally beneficial to higher and lower income
earners (Grabow, Hahn, & Whited, 2010).
Previous investigations have consistently found that investing
in cycling brings economic benefits. Though cyclists sometimes
spend less per trip than motorists, they make more frequent
shopping trips and spend at least as much overall as those who
drive to shop (and some studies even find cyclists spending more
than motorists) (City of Copenhagen, 2012; Clifton, Currans,
Ritter, Morrissey, & Roughton, 2013; Popovich & Handy,
2014; Tolley, 2011). Shops and commercial areas that promote
cycling infrastructure are more likely to attract cyclists; and
lack of cycling infrastructure is a deterrent to shoppers on bikes
(Anderson & Hall, 2014; Baker & Macdonald, 2006; Flusche,
2012; Tolley, 2011).
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Table 1: Select Literature on the Benefits of Cycling
Public benefits of investing in bicycling
Promoting cycling improves public health and reduces health care
expenses
(Grous, 2011), (Flusche, 2012), (Cycling Promotion Fund, 2008),
(Lankford et al., 2011), (Grabow et al., 2010)
Promoting cycling increases bicycle recreation, bike-related
tourism, and other revenue sources (such as sales taxes from bike
related retail sales)
(Lankford et al., 2011), (Lawrie, Guenther, Cook, Meletiou,
& OBrien, 2004), (Resource Systems Group, Economic and Policy
Resources, & Local Motion, 2012), (Vlo Qubec, 2010), (Campbell
& Wittgens, 2004), (Brown, Hawkins, Lahr, & Bodnar, 2014),
(Birk & Roberts, 2008), (Grabow et al., 2010), (Anderson &
Hall, 2014)
Benefits of cycling infrastructure
Cycling infrastructure is linked to increased use of active
transit
(Campbell & Wittgens, 2004), (Butler et al., 2007), (Pucher
& Buehler, 2008), (Pucher, Komano, & Schimek, 1999),
(Grous, 2011), (Transportation Alternatives, 2012), (Vlo Qubec,
2010),
Cycling infrastructure makes shops more accessible to a wider
demographic, boosting sales
(Baker & Macdonald, 2006), (Sztabinski, 2009),
(Transportation Alternatives, 2012), (Anderson & Hall, 2014),
(Flusche, 2012)
Revenue benefits of cycling infrastructure are often
underestimated by business owners
(Tolley, 2011), (Buis, 2000)
Lack of cycling infrastructure is a disincentive to shop
(Sztabinski, 2009), (City of Copenhagen, 2012)
Demographics of cycling and cycling infrastructure use
Cycling rates and desired cycling infrastructure are in part
shaped by demographic factors
(Grabow et al., 2010), (Goodman et al., 2013), (Butler et al.,
2007)
Higher-income groups are turning to cycling, sometimes at higher
rates than low-income groups
(Goodman et al., 2013), (Stokes & Lucas, 2011), (Sustainable
Development Commission, 2011), (Butler et al., 2007), (Butler et
al., 2007)
Higher-income groups make longer cycling trips than lower-income
groups
(Pucher & Renne, 2003), (Sustainable Development Commission,
2011)
Use of available cycling infrastructure is affected by age and
fitness of nearby population
(Grabow et al., 2010), (Goodman et al., 2013), (Martens,
2013)
Men use cycling as a transportation method more than women, on
average
(Statistics Canada, 2003), (Vlo Qubec, 2010)
Shopping habits of cyclists
Cyclists make more frequent shopping trips than drivers
(Clifton et al., 2013), (Popovich & Handy, 2014), (City of
Copenhagen, 2012)
Cyclists spend as much as (in some cases more) than drivers on
shopping trips
(Popovich & Handy, 2014), (Clifton et al., 2013), (Baker
& Macdonald, 2006), (Buis, 2000), (Lee, 2008), (Tolley,
2011)
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Methods
Data were collected in three ways: an in-person survey of Uptown
shoppers, a web survey open to anyone who shops Uptown, and a GPS
study of cyclists travel patterns. These data were used to generate
profiles of the respondents demographics and travel preferences,
which were examined in relation to their shopping and spending
patterns.
Survey findings are compared to Statistics Canada 2011 National
Household Survey (NHS) data where possible. This allows us to place
respondents characteristics in the context of the Uptown Waterloo
and the Regional population. The census metropolitan area (CMA)
boundary defines the Region of Waterloo, and census tract number
102 approximates Uptown (Statistics Canada, 2011). Due to the
voluntary nature of the NHS representativeness is not
guaranteed.
For the purposes of this study, Uptown Waterloo was defined
following the City of Waterloos definition (City of Waterloo,
2014). However, survey respondents were not provided with this
definition because the functional area of a business district (and
peoples perception of what constitutes Uptown) may not align
exactly with politically defined boundaries. Our approach ensures
inclusion of these various perspectives in the survey.
In-Person Survey
The in-person survey investigated the spending patterns of
customers arriving by different travel modes (see Appendix A for
survey questions). The objective of this survey was to better
understand where people shop and how much they spend (as
individuals) by mode. This meant that a roughly equal number of
respondents was required for each transportation mode of interest
in this study: cycling, walking, public transit and cars.
Two University of Waterloo students employed as research
assistants circulated through Uptown public spaces (e.g.,
sidewalks, square, parking lots; see Figure 1) and asked passers-by
to participate in the survey. Research assistants asked the
questions verbally and used tablets to record the answers. The
survey was hosted on FluidSurveys, an on-line survey platform. The
research assistants moved to various locations along King Street,
between Erb and William, over nine days (May 20-28, 2014) between
the hours of 10:30AM and 12:30PM and 3:30PM and 5:30PM.
The area along King Street between Erb and William is the focal
point of Uptown, including the public square, a rapid bus transit
stop, ample parking for cars, and bicycle parking. This means that
respondents are not necessarily representative of all Uptown
shoppers. But focusing on this area helped ensure an equal number
of respondents for each transport mode examined in this study. A
total of 424 people completed the survey. At least 100 responses
were obtained from people arriving by each of the four travel modes
examined (Bicycle: 101. Personal vehicle: 109. Public transit: 102.
Walking: 109. Other: 3.).
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Cyclists Contributions to the Economic Vitality of Uptown
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Figure 1: Main in-person survey contact points in Uptown
Waterloo
Note: See Appendix D for select photographs
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Web Survey
The web survey was promoted using the researchers social media
accounts, a Region of Waterloo transit related e-newsletter, and an
interview of one of the researchers on the K-W CBC morning radio
show. The Twitter account used has approximately 600 followers, and
survey invitations were re-tweeted by other individuals and
organizations in the Region. Data collection took place between
August 8 and September 18, 2014.
The intent of the on-line-survey was to gain insight into the
overall characteristics and total spending power of Uptown Waterloo
shoppers, regardless of their residential location. While we cannot
assume the sample is necessarily representative of all Uptown
Waterloo shoppers (especially given the sole use of an on-line
survey), the on-line survey (including several additional
questions) does provide further insight into the demography,
shopping and travel patterns than what could be achieved from an
in-person survey alone (see Appendix B for survey questions). A
total of 227 complete responses were received.
GPS Tracking Study
Cyclists of all ages and skill levels were invited to
participate in the GPS tracking study. Participants were sought
through local cycling groups, social media, and advertising by City
of Waterloo staff. This means that study participants are not
necessarily representative of all cyclists in Uptown or the City of
Waterloo. This study is a follow-up on earlier research conducted
for the Region of Waterloo that included a larger sample. The
intent was to add observations to this larger sample, especially
during a period of the year not generally considered prime cycling
weather due to colder temperatures and potential for rain and
slippery conditions from falling leafs.
Twelve cyclists volunteered to carry portable GPS devices on
each of their cycling trips during a two-week period in late
October. This generated an exact map of cyclists routes and
potential obstacles they may have encountered (e.g., indirect route
taken to destination due to absence of bike lanes on most direct
route). The volunteers also completed a survey of their cycling
history, skill level, habits, and preferences (see Appendix C for
survey questions).
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Cyclists Contributions to the Economic Vitality of Uptown
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Findings Our analysis examined various relationships among
variables on demography, transportation patterns, residential
location and retail spending. Relationships were tested for
statistical significance using standard parametric and
non-parametric tests. The Shapiro-Wilk (SW) test was used to
determine the normality of continuous variables; Kruskal-Wallis
(KW), Kolmogorov-Smirnov (KS), and analysis of variance (ANOVA)
tests gauged the significance of differences between
sub-populations. To evaluate categorical variables, Pearsons chi
squared () test was used.
Here we report on the variables that portray differences in
demography, housing, travel behaviour, spending and shopping
patterns by transport mode. We report primarily on findings from
the on-line survey where we are interested in overall
characteristics of Uptown shoppers; we turn to the in-person survey
to examine differences among shoppers arriving by different
modes.
Demography and Housing Characteristics
Our sample of survey respondents is younger than residents of
Uptown Waterloo and the Kitchener-Waterloo-Cambridge Census
Metropolitan Area (CMA) (Figure 2). Almost 40% of respondents to
our on-line survey are between the ages of 25 and 34. This age
group makes up fewer than 30% of Uptown residents, and fewer than
20% of CMA residents. Our survey includes a lower share of 18 to 24
year olds, many of whom are likely post-secondary students, than
the share of this age group residing in Uptown. People over the age
of 55 are underrepresented in our survey as compared to Uptown and
CMA residents.
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Figure 2: Age of Survey Respondents Compared to Uptown and CMA
Residents
Notes: On-line survey respondents N=227; Uptown refers to census
tract 102 and K-W-C the Kitchener-Waterloo-Cambridge Census
Metropolitan Area (CMA) as defined by Statistics Canada, National
Household Survey data, 2011.
Table 2: Select Characteristics of Survey Respondents and Uptown
and CMA residents
On-line Survey Uptown K-W-C
Female 52% 54% 51%
Visible minority 6% 11% 15%
Canadian citizen 95% 90% 95%
Home owners (households) 67% 40% 70%
Single-family households 63% 23% 56%
Low-rise households 6% 38% 13%
High-rise households 10% 22% 10%
New middle class occupations 32% 28% 13%
Manufacturing occupations 2% 2% 8%
Sales and service occupations 5% 20% 22%
Total individual income
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Travel behaviour
Sixty percent of Uptown Waterloo shoppers surveyed use an active
mode of transport or public transit as their primary mode of travel
for all trips (Figure 3). Drivers make up the largest group (37%)
followed by those cycling (28%), walking (18%) and taking public
transit (14%). According to the 2011 NHS, about 88% of the
Kitchener-Waterloo-Cambridge CMA population uses a car as their
primary mode of transport, and about 5% walk or cycle.
Figure 3: Survey Respondents Primary Mode of Transport
Notes: On-line survey respondents N=227.
Figure 4: Respondents Primary Mode of Travel to Uptown
Notes: On-line survey respondents N=227.
The survey points to the important role Uptown plays in
facilitating the kinds
of transportation modes commonly associated with health and
environmental benefits, and with attracting a young, well-educated
labour force (Goodman et al.,
34.27%
29.58%
9.39%
26.29%
.4695%
Bicycle Personal vehicle
Public transit Walking
Other
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2013). About 70% of survey respondents travel Uptown primarily
by bicycle, walking or public transit (Figure 4).
The finding of high use of active transportation is likely in
part a product of the younger average age of our respondents. The
data are also consistent with the literature that finds central
business districts containing higher-density built form and a
diversity of uses conducive to modes of transport other than the
car (Nasri & Zhang, 2014; Pucher & Buehler, 2006; Sundquist
et al., 2011).
Also notable is that the share of cyclists among shoppers
surveyed is 28% as compared to about 1% cycling among residents in
the census tracts where our respondents reside. Similarly, the
share using a personal vehicle for travel is lower among survey
respondents (37%) than in the census tract where they reside
(64%).
This apparent preference for using active modes of transport to
travel Uptown is corroborated by the finding that many of the
people who walk or bicycle Uptown do so despite having a different
primary transportation mode. For instance, 34% of those who bicycle
and 48% of those who walk Uptown use a different primary transport
method for all their trips.
The findings illustrate Uptown Waterloos function as a
neighbourhood, City and Regional shopping destination that is
conveniently accessed by modes other than the car. Most shoppers
surveyed reside in or near Uptown. But a sizeable share of shoppers
lives in other parts of the City of Waterloo and the Region. Figure
5 shows the residential locations of survey respondents and the
transport mode they use most often to travel Uptown.
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Figure 5: Residential Location of Respondents by Transport
Mode
Notes: 1, 2 and 5km radii from Uptown shown. N=213. Not all
respondents shown.
Although pedestrians are clearly clustered around Uptown and the
King
Street corridor, shoppers surveyed do travel to Uptown from
across the City and the Region by a variety of transport modes such
as public transit, bicycle or car. Travel mode to Uptown is a
function of the distance from the respondents home (Figure 6) and
is significantly (KS p
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Figure 6: Distance travelled by Respondents Mode of Transport
Uptown
Note: On-line survey N=227.
The trip to Uptown has a median length of 10 minutes; this was
the average
travel time for both bicyclists and drivers. Pedestrians had
somewhat shorter trips (7.5 minutes), likely due to their closer
location, and public transit slightly longer trips (15 minutes)
also likely in part due to their more dispersed location.
People using all travel modes were most likely to travel to
Uptown directly from home. The proportion traveling from home
ranged from 77% of pedestrians to 81% of bicyclists, with drivers
(79%) and public transit users (80%) in the middle. The next most
popular point of origin was the workplace (18.3% of respondents).
Only 5% of respondents arrived at Uptown directly from shopping in
other parts of the Region.
Cycling Behaviours and Barriers
The primary motivations for cycling among the volunteers in the
GPS study include health and fitness, environmental friendliness,
and enjoyment. Financial constraints are not a primary reason for
cycling. While the volunteers include cyclists of all ages and
diverse income levels, they are primarily proficient cyclists who
bike frequently to get to work and run errands.
The volunteers characteristics help explain why this group was
not dissuaded from cycling by traffic volume or the lack of cycling
infrastructure. Nonetheless, they frequently noted motorists
behaviour as a hazard to cyclists, particularly in conditions with
reduced visibility. The areas of Erb St. and King St. near Uptown
were among the locations considered to be in particular need of
improvement. Major cycling routes are shown in Figure 7. Uptown is
a central location for both recreational and purposive cycling
trips. The cyclists also used nearby feeder streets and the trail
network, reducing the distance travelled along the King St. and Erb
St. corridors
02
04
06
08
00
20
40
60
80
0 10000 20000 30000 0 10000 20000 30000
Bicycle Personal vehicle
Public transit Walking
% o
f R
esp
on
de
nts
Distance traveled (m)
Travel distance by most used travel mode
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Figure 7: Cycling routes among GPS study participants
Note: Darker colours indicate more frequently travelled
routes.
When asked about primary barriers to cycling Uptown, on-line
survey
respondents are most likely to point to the lack of dedicated
bicycle lanes, traffic volume, and a lack of bike parking (Figure
8). These are the key concerns among cyclists and non-cyclists.
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Figure 8: Barriers to Cycling Uptown Expressed by
Respondents
Note: On-line survey N=227.
Spending power
The income of a costumer base is one approximation of spending
power. Figure 9 shows the income distribution of respondents to the
on-line survey compared to that of Uptown and CMA residents. There
is a much higher percentage of Uptown shoppers surveyed in higher
income brackets than is the case for both Uptown and CMA residents.
Forty-five percent of respondents earn $60,000 or more, as compared
to 26% among Uptown residents and 22% among CMA residents.
Figure 9: Income Distribution of Survey Respondents and Uptown
and CMA Residents
Notes: On-line survey N=227. Uptown refers to census tract 102
and K-W-C the Kitchener-Waterloo-Cambridge Census Metropolitan Area
(CMA) as defined by Statistics Canada, National Household Survey
data, 2011.
0%
10%
20%
30%
40%
50%
60%
70%
80%
Traffic CarryingPurchases
Distance Weather Lack ofBike
Parking
Lack ofBike Lanes
Exertion Other
% R
esp
on
den
ts
All Respondents Primary Bicyclists Bicycle to Uptown
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The median spending power for Uptown shoppers surveyed is almost
the same for cyclists, drivers and those who walk (Figure 10). In
other words, Uptown shoppers arriving by all three of these modes
exceed the average spending power of CMA residents in general.
Shoppers arriving by public transit have somewhat lower spending
power.
The income distribution does show a higher spread among cyclists
and pedestrians than among drivers. This suggests that in the case
of Uptown, additional cycling and pedestrian infrastructure could
benefit a wider segment of the population than investment in
automobile infrastructure alone.
Figure 10: Income Distributions by Most Frequent Mode of
Transport to Uptown
Notes: On-line survey respondents N=227. Whiskers show 5th and
95th percentile (in our case full range of responses).
Shopping patterns
The most common destination among Uptown shoppers arriving by
active modes of transportation is the grocery store, drawing over
30% of bicycle and foot traffic in the survey (Figure 11). For
drivers, the LCBO is the most frequently visited business.
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Figure 11: Types of Shops Visited on Last Trip Uptown by Mode of
Transport
Notes: In-person survey N=424.
Trip chaining, the practice of visiting multiple destinations in
one trip, was
observed among participants. By trip-chaining, daily errands and
leisure activities require less travel overall, increasing
convenience and reducing the cost to travelers. Dense, mixed-use
centres like Uptown are expected to be conducive to trip-chaining
by containing a variety of businesses in a concentrated area,
compared to low-density suburban neighbourhoods with more dispersed
destination points.
In the in-person survey, 35% of shoppers who had arrived by
bicycle or public transit planned to visit multiple businesses,
compared to 42% of drivers and 52% of pedestrians. Sixty-two
percent of respondents in the on-line survey reported spending
money at more than one business during their last visit, and 30%
had spent money at four or more (Figures 12). A statistically
significant, but moderate in strength, relationship was found
between trip-chaining and transportation mode (KW p=0.07).
Motorists are least likely (49%) to trip-chain62% of bicyclists,
65% of public transit users, and a high of 80% of pedestrians
trip-chain (Figure 13).
0%
5%
10%
15%
20%
25%
30%
35%
40%%
Res
po
nd
ents
(b
y m
od
e)
Bicycle Personal Vehicle Public Transit Walking
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Figure 12: Number of Stores Visited on Last Trip
Notes: On-line survey N=227.
Figure 13: Number of Shops Where Respondents Made Purchases by
Mode
Notes: On-line survey N=227.
Purchases of Uptown shoppers surveyed range from $2 to over
$400. There
are outliers beyond $400 for each mode of transport. Among those
who made purchases, the median amount spent at Uptown in a single
trip was $30 for
010
20
30
% o
f R
esp
on
de
nts
0 2 4 6 8 10# Destinations where money was spent
Overall prevalence of trip chaining
010
20
30
40
50
010
20
30
40
50
0 5 10 0 5 10
Bicycle Personal vehicle
Public transit Walking
% o
f R
esp
on
de
nts
# Destinations where money was spent
Trip chaining by travel mode
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bicyclists and drivers and $20 for public transit users and
pedestrians. Because the distribution of spending patterns is
heavily skewed, it is somewhat difficult to discern meaningful
differences in central tendency by mode (KS p=0.30)
Figure 14 illustrates the consistency in spending patterns
across the different transportation modes. Spending was also
largely consistent across different travel distances. Shoppers from
far away are just as likely to make trips with small/large
expenditures as those living nearby.
Figure 14: Total Spending on Last Trip Uptown by Mode of
Transport
Notes: In-person survey N=424.
Restaurants and cafs are the most frequented destinations in
Uptown when
respondents were asked about the most frequented destination in
the past month (Figure 15). This is similar across all modes of
transport. In terms of expenses, restaurants, alcohol, and
groceries constitute the largest share of total expenditures made
(Figure 16).
0 100 200 300 400Total Spent ($)
On foot
Public transportation
Personal vehicle
Bicycle
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Figure 15: Uptown Stores Respondents Shopped at During the Past
Month by Mode
Notes: In-person survey N=424.
Figure 16: Median Expenditure of Respondents on Last Trip
Uptown
Notes: In-person survey N=424.
The results show that active transit encourages more frequent
visits to
Uptown among shoppers surveyed (Figure 16). Those who primarily
bicycle or walk to Uptown do so more often than drivers (KW p
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Figure 16: Total Number of Trips to Uptown in Past Month by
Transport Mode
Note: In-person survey N=424.
Since drivers generally travel farther than cyclists and
pedestrians on average,
potential correlations between travel distance and monthly
visits were tested for each travel mode. But the only statistically
significant relationship is a slightly lower number of trips made
by transit as distance from Uptown increases.
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Conclusions
Our survey results indicate that Uptown Waterloo shoppers arrive
primarily using active modes of transportation and public transit.
About a third of shoppers surveyed arrive by car. The high share of
active modes of transport is beneficial to the local retail and
culinary economy as shoppers who arrive by bicycle or on foot make
more frequent trips than those arriving by car.
In our survey, Uptown shoppers who arrive by bicycle spend
comparable amounts to motorists, make more frequent trips than
those arriving by car, arrive from a large surrounding area, and
frequent a wide range of businesses.
Those arriving by bike are more likely to purchase groceries,
and those arriving by car are more likely to shop at the LCBO in
our survey. Otherwise, there are few differences in the types of
stores visited among the shoppers who arrive by bike versus other
modes.
The study points to the important role Uptown Waterloo plays in
facilitating active modes of travel and use of public transit among
shoppers from nearby neighborhoods as well as from other parts of
the City and the Region. The survey shows that cyclists,
pedestrians and public transit users are a core segment of the
Uptown Waterloo retail and culinary economy.
The literature we reviewed suggests that if cyclists are not
accommodate with adequate bike parking at shops or restaurants they
will take their spending power elsewhere. Along this vein, we find
that a lack of dedicated cycling lanes, heavy traffic volumes and a
lack of bike parking are barriers to cycling Uptown among cyclists
and non-cyclists surveyed.
Our findings are consistent with previous studies that show
clear economic benefits associated with investments in cycling
infrastructure in other cities; and cyclists contributions made to
the local economy through their spending power.
Investment in cycling infrastructure is expected to contribute
to increases in cycling rates and the overall economic vitality of
Uptown Waterloo by increasing the accessibility to a large segment
of Uptown shoppers.
Shop owners ought not be concerned about replacing some car
parking with bike lanes and bike parking, as cyclists constitute a
sizeable segment of Uptown shoppers, and make more frequent trips
than people arriving by other modes.
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Appendix A In-Person Survey
1. How did you travel to Uptown today? Bicycle Personal vehicle
Public transportation On foot Other (Please specify)
2. How long was your trip to Uptown? Please estimate the number
of minutes you spent in travel: (0-60+)
3. Where did you travel from? Work Home Other shopping Other
4. While at Uptown today, what businesses do you plan to visit
or have visited already? Please select all the categories that
apply: Grocery Pharmacy Clothing & Footwear Movies &
Entertainment Furniture Banking Alcohol Restaurant Home &
Garden Improvement Caf Other retail Other services
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Appendix B On-line Survey
1. In an average month, approximately how many times do you
visit Uptown Waterloo?
2. In the past month, how many times have you visited Uptown
using the following methods of transportation: Bicycle: Personal
vehicle: Public transit: On foot: Other:
3. In the past month, which of the following businesses have you
visited in Uptown? Please select all the categories that apply:
Grocery Pharmacy Clothing & Footwear Movies & Entertainment
Furniture Banking Alcohol Restaurant Home & Garden Caf Other
retail Other services
4. In the past month, what was your main reason for visiting
Uptown? Work Shopping Dining Studying Recreation Other
5. On your last trip to Uptown, how much money did you spend at
each of the following businesses? Grocery: ______ Pharmacy: ______
Clothing & Footwear: ______ Movies & Entertainment: ______
Furniture: ______ Banking: ______ Alcohol: ______ Restaurant:
______ Home & Garden: ______ Caf: ______ Other retail: ______
Other services: ______
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6. Do the businesses you visit most in Uptown have sufficient
bicycle parking nearby? Yes No Not sure Other
7. What is the greatest challenge to visiting Uptown by bicycle?
Traffic Lack of bicycle parking Carrying purchases Lack of bicycle
lanes Distance Exertion Weather Other:
Travel Habits 8. Overall, what is your primary mode of
transit?
Walking Bicycle Public transit Personal vehicle Other:
9. On average, how long does it take you to reach Uptown from
home using your primary mode of transit? Please estimate how many
minutes you spend in travel:
10. When you visit Uptown, where are you most frequently coming
from? Work Home Other shopping Other:
Your Household
11. What is your home postal code? This helps us understand the
road conditions in your neighbourhood.
12. What is your age? 13. What is your gender?
Male Female
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14. What is your current primary job? Please select the category
that best describes your position. Management Business, finance,
and administration Natural and applied sciences Health Education,
law, social, community, and government Services Art, culture,
recreation, and sport Sales and services Trades and transport
Natural resources and agriculture Manufacturing and utilities
Retired Student Other
15. What is your total individual income? < $10 000 $10 000 -
$19 999 $20 000 - $29 999 $30 000 - $39 999 $40 000 - $49 999 $50
000 - $59 999 $60 000 - $69 999 $70 000 - $79 999 $80 000 - $89 999
$90 000 - $99 999 $100 000+ Prefer not to answer
16. Are you a member of a visible minority group? Yes No
17. Please indicate your citizenship status. Canadian citizen
Permanent resident (immigrated in the past 5 years) Permanent
resident (immigrated more than 5 years ago) Refugee Tourist
18. What type of housing do you live in? Single detached house
Semi-detached or duplex Row housing Secondary suite in house
Apartment in building with fewer than 5 storeys Apartment in
building with 5 or more storeys Other:
19. Do you own or rent your housing? Own Rent
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Appendix C GPS Study
A: Respondent Information 1. What is your name?
This is used to associate your survey responses with the data
from the GPS tracker on your bicycle.
2. What is your postal code? This is used to help understand
road conditions in your neighbourhood.
3. What is your gender? Male Female
4. Which of these options best describes your ethnic and
cultural origin? Canadian Ukrainian English Dutch French Filipino
Chinese Polish Italian Portuguese German Jewish Scottish Greek East
Indian Jamaican Irish Vietnamese Cree Lebanese Mikmaq (Micmac)
Chilean Mtis Salvadorian Inuit Somali Other:
5. What is the highest level of education you have completed?
Did not attend school Elementary school High school
College/University Graduate school Other:
6. What is your profession?
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What is your age? Under 18 19-30 31-40 41-50 51-60 Over 60
7. Please indicate the source or sources where you heard about
this project. Word of mouth Email Newspaper GPS survey business
card Poster Social media website (e.g. Facebook, Twitter) Event
(e.g. farmers market) Online Other:
8. Please estimate your gross (before tax) household annual
income. $24 999 or less $25 000 - $49 999 $50 000 - $74 999 $75 000
- $99 999 $100 000 - $124 999 $125 000 - $149 999 $150 000 or more
Prefer not to answer
9. Please indicate the number of people working full-time in
your household. 0 3 1 4 2 5 or more
10. In seasons when the weather is bicycle-friendly, what modes
of transportation do you use for your commute to work? Please
indicate what percentage of your work commute is done using each of
these transportation methods. Bike: Bike and bus: Drive personal
vehicle: Passenger in personal vehicle: Public transport: Walk:
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11. In seasons when the weather is bicycle-friendly, what modes
of transportation do you use for errands and recreation? Please
indicate what percentage of your non-work travel (e.g. errands,
meeting friends) is done using each of these transportation
methods. Bike: Bike and bus: Drive personal vehicle: Passenger in
personal vehicle: Public transport: Walk:
12. In seasons when the weather is not bicycle-friendly, such as
in snow and heavy rain, what modes of transportation do you use for
your commute to work? Please indicate what percentage of your work
commute is done using each of these transportation methods. Bike:
Bike and bus: Drive personal vehicle: Passenger in personal
vehicle: Public transport: Walk:
13. In seasons when the weather is not bicycle-friendly, such as
in snow and heavy rain, what modes of transportation do you use for
errands and recreation? Please indicate what percentage of your
non-work travel (e.g. errands, meeting friends) is done using each
of these transportation methods. Bike: Bike and bus: Drive personal
vehicle: Passenger in personal vehicle: Public transport: Walk:
14. If you were not able to ride your bicycle, which mode of
transportation would you use? Public transit Driving personal
vehicle Passenger in personal vehicle CarShare or car rental Walk
Taxi Other:
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15. Do you have a valid drivers license? Yes No
16. How many licensed drivers are in your household? 0 1 2
3+
17. How many personal vehicles are owned or leased in your
household? 0 1 2 3+
B: Please rate the following questions based on your regular
cycling route: the
route you take most often.
18. How satisfied are you with your regular cycling route? Very
dissatisfied Dissatisfied Neutral Satisfied Very satisfied
19. How often do you ride your bicycle for transportation on
average? Less than once a week Once a week 2-3 times a week 4-6
times a week Every day
20. How would you rate your cycling skill level? Novice Beginner
Intermediate Advanced Expert
21. How often do you wear a helmet when riding your bicycle?
Never Rarely Sometimes Most of the time Always
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22. How frequently do you use bike racks on buses? Never A few
times a year A few times a month A few times a week Daily
C: Please evaluate the following based on your regular cycling
routine
23. What are your reasons for cycling? Please indicate how
important these factors are in your cycling habits.
a. Health & Wellness: Least important Important Somewhat
important Most important Fairly important N/A
b. Physical fitness Least important Important Somewhat important
Most important Fairly important N/A
c. Recreation Least important Important Somewhat important Most
important Fairly important N/A
d. Enjoyment Least important Important Somewhat important Most
important Fairly important N/A
e. Saving money Least important Important Somewhat important
Most important Fairly important N/A
f. Helping the environment Least important Important Somewhat
important Most important Fairly important N/A
g. Convenience Least important Important Somewhat important Most
important Fairly important N/A
h. Are there other factors encouraging you to cycle?
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24. What discourages you from cycling? a. Long distance to
travel
Least important Important Somewhat important Most important
Fairly important N/A
b. Long travel time Least important Important Somewhat important
Most important Fairly important N/A
c. High amount of traffic Least important Important Somewhat
important Most important Fairly important N/A
d. Feels unsafe (motorists and traffic) Least important
Important Somewhat important Most important Fairly important
N/A
e. Feels unsafe (personal safety) Least important Important
Somewhat important Most important Fairly important N/A
f. Route is not scenic Least important Important Somewhat
important Most important Fairly important N/A
g. Poor road conditions Least important Important Somewhat
important Most important Fairly important N/A
h. Many stops Least important Important Somewhat important Most
important Fairly important N/A
i. Hilly route Least important Important Somewhat important Most
important Fairly important N/A
j. Lack of bike parking Least important Important Somewhat
important Most important Fairly important N/A
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k. Poor motorist behaviour Least important Important Somewhat
important Most important Fairly important N/A
l. Poor weather Least important Important Somewhat important
Most important Fairly important N/A
m. Other Least important Important Somewhat important Most
important Fairly important N/A
n. Are there other factors discouraging you from cycling? 25.
Please evaluate how serious the following safety hazards are to
you.
a. Not being seen by cars at night N/A Seriously hazardous Not
hazardous Dangerously hazardous Slightly hazardous Barrier to
cycling! Seriously hazardous
b. Opening parked car doors N/A Seriously hazardous Not
hazardous Dangerously hazardous Slightly hazardous Barrier to
cycling! Seriously hazardous
c. Cars passing too close N/A Seriously hazardous Not hazardous
Dangerously hazardous Slightly hazardous Barrier to cycling!
Seriously hazardous
d. Cars passing at high speeds N/A Seriously hazardous Not
hazardous Dangerously hazardous Slightly hazardous Barrier to
cycling! Seriously hazardous
e. Cars with distracted drivers N/A Seriously hazardous Not
hazardous Dangerously hazardous Slightly hazardous Barrier to
cycling! Seriously hazardous
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f. Cars making right turns in front of you N/A Seriously
hazardous Not hazardous Dangerously hazardous Slightly hazardous
Barrier to cycling! Seriously hazardous
g. Oncoming cars making left turns N/A Seriously hazardous Not
hazardous Dangerously hazardous Slightly hazardous Barrier to
cycling! Seriously hazardous
h. Poorly maintained roads N/A Seriously hazardous Not hazardous
Dangerously hazardous Slightly hazardous Barrier to cycling!
Seriously hazardous
i. Major intersections N/A Seriously hazardous Not hazardous
Dangerously hazardous Slightly hazardous Barrier to cycling!
Seriously hazardous
j. Other cyclists not obeying traffic laws N/A Seriously
hazardous Not hazardous Dangerously hazardous Slightly hazardous
Barrier to cycling! Seriously hazardous
k. Poor conditions N/A Seriously hazardous Not hazardous
Dangerously hazardous Slightly hazardous Barrier to cycling!
Seriously hazardous
l. Other N/A Seriously hazardous Not hazardous Dangerously
hazardous Slightly hazardous Barrier to cycling! Seriously
hazardous
E: Please answer the following based on your regular cycling
routine
26. Do you frequently carry a cell phone or other communication
device when cycling? Yes No
27. Do you frequently carry an emergency tool kit when cycling?
Yes No
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28. Do you frequently carry a GPS-enabled device when cycling?
Yes No
29. Assume you bike to work. If a shower were available at or
near your workplace, would you use it? Yes No
30. Assume you bike to work. If a locker were available at your
workplace, would you use it?
31. If a better network of cycling infrastructure were put in
place, would you ride your bicycle more? Yes No
32. Would you consider purchasing an electric bicycle? Yes
No
33. Would you purchase an electric bicycle? Yes No
34. In the past five years, have you had a bicycle stolen? Yes
(Where?) No
35. In the past five years, have you had a collision while
riding your bicycle? Yes (Where?) No
36. Have you had any formal bicycle riding training? Yes (Please
specify) No
37. Does your regular cycling route change based on the seasons?
Yes No
38. What are your preferred bicycle parking facilities? Choose
all that apply. Bicycle posts Bicycle racks Indoor storage Outdoor
storage Other:
F: Cycling Investments
39. If purchasing a bicycle, would you purchase a new or used
one? Only a new bicycle Only a used bicycle Either new or used
40. Where would you purchase a bicycle? For each retail option
below, list the stores/retailers from whom you would buy a bicycle.
Bike shop: Larger retail store: Online: Other:
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41. If purchasing a bicycle, how much would you spend, including
upgrades? $0 - $200 $201 - $400 $401 - $600 $601 - $800 $801 -
$1000 $1001 - $1200 $1201+
42. In the past year, how much did you spend on maintenance,
accessories, clothing, etc. for your bicycle? (Do not include the
cost of a new bicycle.) $0 $0.01 - $74.00 $75 - $149 $150 - $224
$225 - $299 $300 - $374 $375+
G: Identifying Bikeway Infrastructure Priorities
43. Where can the Region of Waterloo improve its cycling routes?
Please identify specific locations where you think each of these
improvements are needed. On-road bike lanes (reserved for bikes,
adjacent to vehicle traffic): Paved shoulders: Signed bike routes
(wide lanes shared with vehicle traffic): Paved multi-use trails
(recreational or park trails, etc.): Paved multi-use trails (next
to roadways, on the boulevard): Unpaved multi-use trails (gravel,
dirt, etc.): Bicycle boulevards (low-speed streets optimized for
bike traffic): Increased lighting: Increased signage: Increased
surface maintenance (potholes, cracks, etc.): Increased summer
debris removal (leaves, sticks, etc.): Increased winter snow &
ice removal: Improved intersections (signal, detection, width,
cross ride, etc.): Secure bike shelter: Showers & lockers:
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44. Do you have any additional thoughts or concerns about
cycling in the Region of Waterloo? Please share your thoughts here.
Potential topics include specific road hazards, feedback on the
study to date, suggestions for recruiting additional participants,
and any other issue you would like to share with us. The more
information you provide us with, the greater our ability to address
the issues you highlight and continue our work on issues you
support. Thank you.
45. If you would like to receive updates on cycling programs and
projects in Waterloo, please enter your email address below. Your
email address will not be associated with your other survey
responses.
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Appendix D Photographs of Select Uptown Locations (in-
person survey) Photographs taken January 31, 2015
King and Willis Way
Uptown Square, facing King Street
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Uptown Square, facing Willis Way
King Street, facing Uptown Square
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Willis Way, looking toward King Street
Willis Way, looking toward Caroline Street
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King Street, near Willis Way looking North
King Street, looking North toward Princess Street
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King Street and Bridgeport Road, looking South
Bicycle and car parking on Willis Way