HomeMy WebLinkAboutCSD-14-025 - Planning Around Rapid Transit Stations (PARTS) - Phase 2: Communications Approach
REPORT TO:
Planning & Strategic Initiatives Committee
DATE OF MEETING:
April 28, 2014
SUBMITTED BY:
Alain Pinard, Director of Planning
PREPARED BY:
Natalie Goss, Senior Planner - 519-741-2200 ext. 7067
Kendra Martin, Communications and Marketing Associate
ext. 7547
WARD(S) INVOLVED:
ALL
DATE OF REPORT:
April 7, 2014
REPORT NO.:
CSD-14-025
SUBJECT: PLANNING AROUND RAPID TRANSIT STATIONS
(PARTS) – PHASE 2: COMMUNICATIONS APPROACH
RECOMMENDATION:
That staff proceed with Approach #3 for communication and stakeholder engagement of
the Planning Around Rapid Transit Stations (PARTS) Station Plans as described in report
CSD-14-025 and subject to purchasing processes.
BACKGROUND:
The Planning Around Rapid Transit Stations (PARTS) project was introduced to Council through
report CSD-12-150 presented at the November 12, 2012 Council Strategy Session. PARTS
Phase 1 concluded in December 2013 with report CSD-13-104 wherein Council supported staff
to proceed with PARTS Phase 2 (corridor-wide initiatives) and Station Study Area Planning in
accordance with the sequencing and timing outlined in that report. This report is about one of
the five corridor-wide initiatives of Phase 2.
REPORT:
Light rail transit (LRT) has the potential to be a major factor in the long-term growth and
continued economic prosperity of our area. With it comes the potential for change in the areas
close to the stations. In order to ensure that the proper framework to guide growth and stability
in these locations is present, the City has started a detailed and comprehensive planning
initiative referred to as Planning Around Rapid Transit Stations (PARTS). PARTS will
investigate and confirm land use, engineering and community infrastructure, streetscapes,
urban design, transportation implications and, transportation demand management techniques
within walking distance of the stops. PARTS does not include discussion on the merits of rapid
transit or the location and design of the actual rapid transit line or stations as those are
initiatives led by the Region of Waterloo who has jurisdiction over the LRT system. The Region
has their own communications program regarding those matters which the City is coordinating
our efforts with.
PARTS Phase 1 resulted in a project plan and background report. Within this project plan
(Figure 1) five corridor-wide initiatives are to be completed in advance of the PARTS Station
Study Area Plans. One of these five initiatives is to develop a communications approach for
conducting Station Study Area Plans as they will involve significant stakeholder engagement.
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Figure 1: Planning Around Rapid Transit Stations (PARTS) Project Plan
Phase 1: Project Plan and Background Report
2013
Phase 2: Corridor-wide Initiatives -
2014
InterimTransportation
Urban Sanitary
Communications
Direction Demand
Design Sewer
Approach
Management
Guidelines Capacity
Analysis
Station Study Area Plans
Central Midtown Rockway Fairway Block Line
2014-2015 2015-2016 2015-2016 2016-2017 2016-2017
PARTS Communications Approach
The City encourages community involvement in its processes and understands its value. Why
is it important for the PARTS Station Study Area Plan process to go above and beyond the
minimum legislative requirements? PARTS is the process that will be used to manage change in
the areas surrounding the rapid transit stations. PARTS will create a new or modified
framework that will establish the future direction of growth and infrastructure to support that
growth. Because this process will deal with change in existing built-up areas and recommend
ways to manage and shape the direction of growth, it is important for people that live and work
in these areas to be a voice in shaping the future of their neighbourhoods in advance of
anticipated change.
Staff is currently exploring opportunities to undertake each Station Study Area Plan as an
Integrated Planning Act (Official Plan Amendment/Secondary Plan/Zoning By-law Amendment)
and Class Environmental Assessment Act (Master Plan) process. An integrated approach
under these pieces of legislation provides opportunities to streamline and jointly consider
planning and infrastructure options and recommendations. Should this process be utilized, the
requirements for consultation (notices, public meetings etc.) under both the Planning Act and
Environmental Assessment Act must be followed. As Station Study Area Plans will include
stakeholder involvement to help determine the future of these areas, staff sees merit in going
above and beyond the minimum legislative requirements.
The PARTS Phase 1 Project Plan and Background Report outlined three (3) preliminary
communications approaches. These approaches are summarized in Figure 2 as follows.
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Figure 2: Potential Communications Approaches for PARTS
Approach #1
Uses existing tools that are readily available to staff and includes online and traditional print campaigns.
(Cost Estimate: less than $10,000)*
Tools ProsCons
Posters/flyers Least expensive option Fewer communication and
engagement opportunities
Media outreach Utilizes existing tools
Does not make use of
Editorial content in City Talk Can be done within existing
technology for visual
and Your Kitchener resource capacity
illustration
SMS, social media,
surveys/polls, e-newsletter
Websites
Approach #2
Utilizes the same tools outlined in Approach 1 but provides for more intensive use of them.
(Cost Estimate: $10,000-$30,000)*
Tools ProsCons
Tools in Approach 1 Provides more opportunities More costly than Approach 1
for communications
Direct mail May experience cost increases
Increased ability of reaching depending on the frequency of
On-site signage
the target audience and communications
Physical hub for engagement
achieving more participation
Additional resources may be
Print, radio, TV advertising
required for implementation of
some tools in the range of
$5,000-$20,000
Approach #3
In addition to the tools outlined above, makes use of new and innovative techniques to allow for intensive
personal engagement.
(Cost Estimate: $30,000-$60,000)*
Tools ProsCons
Tools in Approaches 1 and 2 Provides opportunities for High costs
- increased effectiveness of
Virtual town hall events
Requires additional staff or
messaging and
consultant services
Enhanced online engagement
communicating with the
Experiential learning (bus
community
tours/bike tours)
- the City to demonstrate
Live streaming of public
leadership in community
meetings
engagement
Videos
- meaningful community
engagement
Utilizes tools that make
engagement easier to access
*Cost estimates do not include staff time.
Staff has further considered these three approaches and is recommending to proceed with
Approach #3. This approach allows for traditional methods to continue to be used and also
allows staff to take advantage of a range of different engagement tools throughout the project.
This approach aligns with the results of the recent Compass Kitchener Environics Survey
(January 2014) in two ways: it provides new ways for the community to ask questions and
provide input into decisions, and; incorporates many opportunities for online engagement while
offering in-person engagement opportunities as well. It is also consistent with the vision for
Kitchener’s Open Government framework as it will provide opportunities for information sharing
and meaningful, accessible public engagement through innovative and collaborative methods.
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The framework for the proposed communications approach #3 is outlined in Appendix A. This
approach includes opportunities for engagement at key milestones throughout Station Study
Area Planning and incorporates a “toolbox” of engagement methods for each milestone from
which appropriate methods may be selected for each Station Study Area Plan. The “toolbox”
includes opportunities to participate both in person and online through roundtable discussions,
stakeholder interviews, walking tours, surveys, live chats and town halls.
Staff is committed to engaging the community in a meaningful way through PARTS. The
recommended communications approach does this in the following ways:
There will be opportunities for engagement at key milestones through the process;
There will be clear links between input gathered and the final Station Study Area Plan,
Official Plan Amendment and, Zoning By-law Amendment and any other implementation
document;
Stakeholders will be given the opportunity to learn about PARTS, city planning and
infrastructure, and;
Engagement will occur through a variety of methods and be offered during weekdays,
evenings and weekends and in some cases, through on-line sources, 24/7 providing
stakeholders with the option to participate when and how they choose.
The recommended communications approach will require a significant resource commitment.
Given the scope of it and the multitude of other projects to which existing staff resources are
committed, staff recommends that consultants be retained to facilitate all in-person engagement
sessions for the Central Stations Study Area Plan. To implement the recommended
communications approach, staff will be responsible for all communication needs (i.e. on-line
engagement, advertisements, design and printing of all materials) with consultants facilitating
the in-person engagement sessions. Preliminary cost estimates for the consultant services
range from approximately $30,000-$60,000. Services include preparing discussion materials,
leading three to six in-person sessions and; collecting, analyzing and reporting input received.
The benefits of retaining consultants for this purpose include:
Removing any perceived bias of staff leading sessions;
Utilizing trained, independent and impartial facilitators to ensure that the process is
equitable, respectful and the discussion remains focused;
Allowing staff to be available as technical resources, and;
Bringing experience with conducting public engagement in the form and scale envisioned for
the Central Stations Study Area Plan.
Next Steps
As a first step in the Central Stations Study Area Plan, a detailed communications plan will be
developed based on the general communications approach outlined in this report. This will
include selection of appropriate methods of consultation for each stage in the process and
appropriate stakeholders to involve. The preparation of a Request for Proposals (RFP) for
consultant facilitation services will also be prepared. There will be opportunities to reconsider
and/or refine the general communications approach for future Station Plans upon the conclusion
of the Central Stations Study Area Plan if required.
ALIGNMENT WITH CITY OF KITCHENER STRATEGIC PLAN:
The PARTS project most directly aligns with the Community Priority of “Development” in the
City’s Strategic Plan.
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FINANCIAL IMPLICATIONS:
The recommended PARTS communications approach is estimated to cost between $30,000
and $60,000. A more accurate amount will be known following the preparation of a detailed
plan and Request for Proposal by September for the Central Stations Study Area Plan. The
funds for this cost estimate are currently available within the existing Planning Studies Capital
account (primary source is Development Charges).
COMMUNITY ENGAGEMENT:
PARTS Station Study Area planning will utilize the primary themes of “INFORM”, “CONSULT”,
and; “COLLABORATE” from the City’s Community Engagement Strategy.
CONCLUSION:
PARTS Station Study Area Planning provides an opportunity for those who live and work in
these areas to help shape their neighbourhoods. The recommended communications approach
outlined in this report provides opportunities for information sharing and meaningful accessible
engagement. Stakeholders will have the opportunity to be involved in Station Study Area
Planning at key milestones through a variety of methods (both in-person and online) and at
times that are most convenient for them.
REVIEWED BY:
Brandon Sloan, Manager, Long Range and Policy Planning
Colleen Collins, Manager, Corporate Communications
ACKNOWLEDGED BY:Michael May, Deputy CAO
Community Services Department
Attachment:
Appendix A:
General Communications Approach for PARTS Station Study Area Plans
(Approach Three)
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Appendix A
General Communications Approach for PARTS Station Study Area Plans (Approach Three)
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