Spending Habits and Transport Patterns

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, mmoos@uwaterloo.ca, 519-888-4567, ext 31113
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 noncyclists) 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
School of Planning, University of Waterloo
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

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.

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).

6
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
Promoting cycling increases bicycle
recreation, bike-related tourism, and other
revenue sources (such as sales taxes from
bike related retail sales)
Benefits of cycling infrastructure

Cycling infrastructure is linked to increased
use of active transit
(Grous, 2011), (Flusche, 2012), (Cycling

Promotion Fund, 2008), (Lankford et al.,
2011), (Grabow et al., 2010)
(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)
(Campbell & Wittgens, 2004), (Butler et al.,
2007), (Pucher & Buehler, 2008), (Pucher,
Komano, & Schimek, 1999), (Grous, 2011),
(Transportation Alternatives, 2012), (Vlo
Qubec, 2010),
(Baker & Macdonald, 2006), (Sztabinski,
2009), (Transportation Alternatives, 2012),
(Anderson & Hall, 2014), (Flusche, 2012)
(Tolley, 2011), (Buis, 2000)
Cycling infrastructure makes shops more

accessible to a wider demographic, boosting
sales
Revenue benefits of cycling infrastructure
are often underestimated by business
owners
Lack of cycling infrastructure is a
(Sztabinski, 2009), (City of Copenhagen,
disincentive to shop
2012)
Demographics of cycling and cycling infrastructure use
Cycling rates and desired cycling
(Grabow et al., 2010), (Goodman et al.,
infrastructure are in part shaped by
2013), (Butler et al., 2007)
demographic factors
Higher-income groups are turning to cycling, (Goodman et al., 2013), (Stokes & Lucas,
sometimes at higher rates than low-income
2011), (Sustainable Development
groups
Commission, 2011), (Butler et al., 2007),
(Butler et al., 2007)
Higher-income groups make longer cycling
(Pucher & Renne, 2003), (Sustainable
trips than lower-income groups
Development Commission, 2011)
Use of available cycling infrastructure is
(Grabow et al., 2010), (Goodman et al.,
affected by age and fitness of nearby
2013), (Martens, 2013)
population
Men use cycling as a transportation method
(Statistics Canada, 2003), (Vlo Qubec,
more than women, on average
2010)
Shopping habits of cyclists
Cyclists make more frequent shopping trips (Clifton et al., 2013), (Popovich & Handy,
than drivers
2014), (City of Copenhagen, 2012)
Cyclists spend as much as (in some cases
(Popovich & Handy, 2014), (Clifton et al.,
more) than drivers on shopping trips
2013), (Baker & Macdonald, 2006), (Buis,
2000), (Lee, 2008), (Tolley, 2011)
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.).
8
Figure 1: Main in-person survey contact points in Uptown Waterloo
Note: See Appendix D for select photographs

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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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.

11
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
Female
Visible minority
Canadian citizen
Home owners (households)
Single-family households
Low-rise households
High-rise households
New middle class occupations
Manufacturing occupations
Sales and service occupations
Total individual income <$20 000
Total individual income $20 000 - $49 999
Total individuall income $50 000+
On-line Survey
52%
6%
95%
67%
63%
6%
10%
32%
2%
5%
22%
24%
53%
Uptown
54%
11%
90%
40%
23%
38%
22%
28%
2%
20%
35%
32%
33%
K-W-C
51%
15%
95%
70%
56%
13%
10%
13%
8%
22%
33%
37%
30%
Note: On-line survey respondents N=227. Variables as defined by Statistics Canada (National Household Survey, 2011; Census
of Population, 2011). Other low-rise includes semi, duplex, row houses, apartments fewer than 5 storeys, secondary suites in a
house and other dwellings. High-rise includes apartments with 5 or more storeys. New middle class includes Art, culture,
recreation and sport and Education, law, social, community and government services. Manufacturing includes
Manufacturing and utilities.
Compared to Uptown residents, the survey participants were more likely to

live in a single detached house, own their home, and work in mid- to high-income
jobs. They are more likely to be employed in new middle class occupations, often
associated with central city revitalization and gentrification, than Uptown and
Waterloo Region residents in general. A lower proportion of the respondents
belonged to a visible minority group than is the case in the overall population.
12
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
.4695%
26.29%
34.27%
9.39%
29.58%
Bicycle
Public transit
Other
Personal vehicle
Walking
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.,
13
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.

14
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<0.01) associated with travel mode: The median distance
for pedestrians was 762 meters, compared to 2.4 kilometers for bicyclists and bus
passengers, and 3.9 kilometers for drivers. Twenty-five percent of drivers traveled
more than 5.5km to reach Uptown, with a maximum trip length of 22.8km within
the Region of Waterloo.

15
Figure 6: Distance
bymost
Respondents
Travel travelled
distance by
used travelMode
modeof Transport Uptown
Personal vehicle
Public transit
Walking
20
0
80
60
0
20
40
% of Respondents
40
60
80
Bicycle
10000
20000
30000 0
10000
20000
30000
Distance traveled (m)
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

16
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.

17
Figure 8: Barriers to Cycling Uptown Expressed by Respondents
80%
% Respondents
70%
60%
50%
40%
30%
20%
10%
0%
Traffic
Carrying Distance
Purchases
All Respondents
Weather
Lack of
Lack of Exertion
Bike
Bike Lanes
Parking
Primary Bicyclists
Other
Bicycle to Uptown
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.

18
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
Bicycle
Personal vehicle
Public transit
10
0+
99
90
-
89
80
-
79
70
-
69
60
-
59
50
-
49
40
-
39
30
-
29
20
-
19
10
-
<1
0
Walking
Income Bracket ($1 000)

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.

19
Figure 11: Types of Shops Visited on Last Trip Uptown by Mode of Transport
% Respondents (by mode)
40%
35%
30%
25%
20%
15%
10%
5%
0%
Bicycle
Personal Vehicle
Public Transit
Walking
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).

20
% of Respondents
10
20
30
Figure 12: NumberOverall

of Stores
Visited onofLast
prevalence
trip Trip
chaining
2
4
6
# Destinations where money was spent
10
Notes: On-line survey N=227.
Figure 13: Number of Shops Where Respondents Made Purchases by Mode
Personal vehicle
Public transit
Walking
10 20 30 40 50
10 20 30 40 50
Bicycle
% of Respondents
Trip chaining by travel mode
10
10
# Destinations where money was spent

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
21
bicyclists and drivers and $20 for public transit users and pedestrians. Because the
distribution of spending patterns is heavily skewed, it is somewhat difficult to
discern meaningful differences in central tendency by mode (KS p=0.30)
Figure 14 illustrates the consistency in spending patterns across the different
transportation modes. Spending was also largely consistent across different travel
distances. Shoppers from far away are just as likely to make trips with small/large
expenditures as those living nearby.
Figure 14: Total Spending on Last Trip Uptown by Mode of Transport
0
100
Total Spent ($)

200
300
400
Bicycle
Personal vehicle
Public transportation
On foot
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).

22
% Respondents (by mode)
Figure 15: Uptown Stores Respondents Shopped at During the Past Month by Mode
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
Bicycle
Personal Vehicle
Public Transit
Walking
Figure 16: Median Expenditure of Respondents on Last Trip Uptown

$14.00
$12.00
$10.00
$8.00
$6.00
$4.00
$2.00
$0.00
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<0.01). The median number of visits
per month is 15 for cyclists and pedestrians and 5 for those who primarily drive
Uptown.

23
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.

24
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.

25
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28
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

29
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: ______

30
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

31
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
32
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?

33
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:
34
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:
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:
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:
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:
35
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

36
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?

37
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
38
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
Slightly hazardous
Barrier to cycling!
Seriously hazardous
c. Cars passing too close
N/A
Seriously hazardous
Not hazardous
Slightly hazardous
Barrier to cycling!
Seriously hazardous
d. Cars passing at high speeds
N/A
Seriously hazardous
Not hazardous
Slightly hazardous
Barrier to cycling!
Seriously hazardous
e. Cars with distracted drivers
N/A
Seriously hazardous
Not hazardous
Slightly hazardous
Barrier to cycling!
Seriously hazardous

39
f. Cars making right turns in front of you
N/A
Seriously hazardous
Not hazardous
Slightly hazardous
Barrier to cycling!
Seriously hazardous
g. Oncoming cars making left turns
N/A
Seriously hazardous
Not hazardous
Slightly hazardous
Barrier to cycling!
Seriously hazardous
h. Poorly maintained roads
N/A
Seriously hazardous
Not hazardous
Slightly hazardous
Barrier to cycling!
Seriously hazardous
i. Major intersections
N/A
Seriously hazardous
Not hazardous
Slightly hazardous
Barrier to cycling!
Seriously hazardous
j. Other cyclists not obeying traffic laws
N/A
Seriously hazardous
Not hazardous
Slightly hazardous
Barrier to cycling!
Seriously hazardous
k. Poor conditions
N/A
Seriously hazardous
Not hazardous
Slightly hazardous
Barrier to cycling!
Seriously hazardous
l. Other
N/A
Seriously hazardous
Not 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
40
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:
41
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:

42
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.

43
Appendix D Photographs of Select Uptown Locations (inperson survey)

Photographs taken January 31, 2015
King and Willis Way
Uptown Square, facing King Street

44
Uptown Square, facing Willis Way
King Street, facing Uptown Square

45
Willis Way, looking toward King Street
Willis Way, looking toward Caroline Street

46
King Street, near Willis Way looking North
King Street, looking North toward Princess Street

47
King Street and Bridgeport Road, looking South
Bicycle and car parking on Willis Way


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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

Corresponding author contact information

The purpose of this report is to better understand in what ways cyclists

Investment in cycling infrastructure is expected to contribute to increases in

Cyclists Contributions to the Economic Vitality of Uptown Waterloo

Cyclists Contributions to the Economic Vitality of Uptown Waterloo

Cyclists Contributions to the Economic Vitality of Uptown Waterloo

Benefits of cycling infrastructure

(Grous, 2011), (Flusche, 2012), (Cycling

Cycling infrastructure makes shops more

Note: See Appendix D for select photographs

Cyclists Contributions to the Economic Vitality of Uptown Waterloo

GPS Tracking Study

Cyclists Contributions to the Economic Vitality of Uptown Waterloo

Demography and Housing Characteristics

Cyclists Contributions to the Economic Vitality of Uptown Waterloo

Compared to Uptown residents, the survey participants were more likely to

Notes: On-line survey respondents N=227.

Figure 4: Respondents Primary Mode of Travel to Uptown

Notes: On-line survey respondents N=227.

Cyclists Contributions to the Economic Vitality of Uptown Waterloo

Figure 5: Residential Location of Respondents by Transport Mode

Cyclists Contributions to the Economic Vitality of Uptown Waterloo

Distance traveled (m)

Note: On-line survey N=227.

Cycling Behaviours and Barriers

Cyclists Contributions to the Economic Vitality of Uptown Waterloo

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

Cyclists Contributions to the Economic Vitality of Uptown Waterloo

Note: On-line survey N=227.

Cyclists Contributions to the Economic Vitality of Uptown Waterloo

Income Bracket ($1 000)

Cyclists Contributions to the Economic Vitality of Uptown Waterloo

Notes: In-person survey N=424.

Cyclists Contributions to the Economic Vitality of Uptown Waterloo

Figure 12: NumberOverall

Notes: On-line survey N=227.

Figure 13: Number of Shops Where Respondents Made Purchases by Mode

Trip chaining by travel mode

# Destinations where money was spent

Purchases of Uptown shoppers surveyed range from $2 to over $400. There

Total Spent ($)

Notes: In-person survey N=424.

Cyclists Contributions to the Economic Vitality of Uptown Waterloo

% Respondents (by mode)

Notes: In-person survey N=424.

Figure 16: Median Expenditure of Respondents on Last Trip Uptown

Notes: In-person survey N=424.

Cyclists Contributions to the Economic Vitality of Uptown Waterloo

Note: In-person survey N=424.

Cyclists Contributions to the Economic Vitality of Uptown Waterloo

Cyclists Contributions to the Economic Vitality of Uptown Waterloo

Appendix A In-Person Survey

Cyclists Contributions to the Economic Vitality of Uptown Waterloo

Appendix B On-line Survey

Cyclists Contributions to the Economic Vitality of Uptown Waterloo

Cyclists Contributions to the Economic Vitality of Uptown Waterloo

Appendix C GPS Study

Cyclists Contributions to the Economic Vitality of Uptown Waterloo

Cyclists Contributions to the Economic Vitality of Uptown Waterloo