Fixing Transit in Owen Sound

A Smart Investment, Not a Sunk Cost

The recent Community Satisfaction Survey reveals a troubling reality: only 6.5% of residents use Owen Sound Transit frequently, while an overwhelming 72.5% say they never use it at all. Despite this low usage, the city increased its 2024 transit budget by $504,248—a 52.8% spike in a single year

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By comparing fare box revenue with the overall transit budget, we can estimate the cost per ride, assuming every rider paid at the fare box.

The city’s own projections anticipated a 50% drop in ridership in 2022, while contract costs soared. We are now running a massively under-utilized service at an unaffordable cost per passenger. In any private sector scenario, this would be deemed a failure and shut down. But transit remains a lifeline for those without other options, including seniors, people with disabilities, students, and low-income residents. Rather than abandon it, we need to rebuild it—smarter.

The Solution: Reimagine Transit as a Core City Asset

Transit doesn’t need to be a perpetual money loser. If done right, it can ease traffic congestion, reduce greenhouse gas emissions, and boost economic activity. But for that to happen, Council must be willing to take strategic risks and make bold investments. The good news? Several small cities in Ontario have already shown us the way.

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Four Steps to Turn Transit Around in Owen Sound

1. Improve Frequency During Peak Hours

One of the most cited barriers to transit use is infrequent service. People will not wait 30–60 minutes for a bus, especially in the dead of winter. Several small cities in Ontario have addressed this:

• Belleville introduced on-demand transit using a mobile app, reducing wait times and tailoring service to rider needs.

• Stratford expanded its rush hour service to 15-minute intervals on core routes. The result? A 21% increase in ridership within a year.

Owen Sound should launch 10- or 15-minute service during morning and evening rush hours, particularly on high-density corridors like 10th Street and 16th Street East.

2. Aggressive Marketing and Outreach

A major overhaul must be accompanied by a professional marketing campaign. Highlight the convenience, affordability, and climate benefits of transit. Feature testimonials, offer route-mapping apps, and run advertisements in local media and online platforms. People need to know that the new system exists and that it works.

3. Free Trial Period to Build Ridership

Offer free service for the first three months during rush hours. The goal is not just to attract users, but to create new habits. Studies have shown that once people become regular transit riders, they are far more likely to continue—especially if service is frequent and reliable.

• Cobourg, for example, saw ridership nearly double after launching free ride months alongside schedule improvements and service apps.

4. Invest in Digital Convenience

Once ridership begins to stabilize, introduce a transit portal and mobile app where residents can easily purchase monthly passes, track buses in real time, and receive service alerts. This makes the system modern, predictable, and accessible—critical factors for attracting working adults and commuters.

Partnering with School Boards: A Win-Win Strategy

In many smaller Ontario cities, school boards are working directly with municipal transit providers to cut duplication and expand service:

• In Welland, the city partnered with the District School Board of Niagara to offer free transit for all high school students. This dramatically reduced the need for dedicated school buses within city limits.

• Peterborough developed a similar model where public transit supplements school transportation, especially for secondary and college students.

Owen Sound should pursue a similar partnership with the Bluewater District School Board and the Bruce-Grey Catholic District School Board:

• Provide free or subsidized transit passes for students living within the city.

• Create transfer points ("transit pools") at the city’s edge where rural students can connect from school buses to city transit.

• Involve Georgian College in developing a student bus pass system to integrate young adults into the city’s broader transportation network.

These initiatives would boost ridership, reduce costs for school boards, and help instill a culture of transit use in the next generation.

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Conclusion: Stop Treating Transit as a Burden

Right now, Owen Sound Transit is failing—not because public transit can’t work in small cities, but because we haven’t made it work. There is a proven path forward: invest in frequency, market the improvements, build habits through free service, and create partnerships with local institutions. However it takes a motivated city manager and a supportive council that is willing to take on risk.

By doing so, we can transform transit into a valued city asset—something that benefits commuters, students, businesses, the environment, and ultimately the city’s long-term fiscal health.

Let’s stop debating whether transit should exist. Let’s start building a system people actually want to use.

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