Alta’s Expansion: A New Era in Transportation Demand Management Planning and Behavior Change
Contact: Joddie Gray, Principal, Alta
The big news is out! Alta has acquired UrbanTrans North America, a transportation planning and behavior change firm. This acquisition not only expands Alta’s existing services in transportation demand management (TDM) but also brings 30 talented teammates on board to strengthen our goals of delivering mode shift programs, media campaigns, and community outreach projects that promote alternatives to driving alone — including transit, ridesharing, active modes, and micromobility.
Under the guidance of Joddie Gray, Alta’s recently appointed TDM Practice Area Lead, our team is now organized into three distinct groups: TDM Programs, TDM Marketing, and TDM Planning. While each group brings its own specialized services and subject matter experts to the table, they all share a common foundation rooted in the science of behavior change. This means that clients from both firms will benefit from an expanded pool of expertise and resources, enabling us to deliver projects and programs across North America with greater effectiveness and efficiency.
Here’s a glimpse into the innovative projects and initiatives spearheaded and pioneered by our new team members.
Perimeter Connects
For nearly a decade, UrbanTrans’ flagship initiative, Perimeter Connects, has flourished as an esteemed transportation management association in Atlanta, GA, earning accolades along the way. Spearheaded by TDM Programs leaders Aaron Gaul and Johann Weber, this project has not only established national TDM standards but also illustrated the integral role of transportation in fostering community identity. Expanding on this vision, Ashley Jaberi has championed a communication, branding, and activation strategy within Perimeter, enticing individuals to return to the workplace and linger after hours, savoring the district’s unique offerings.
Iride
Another thrilling endeavor is Iride, a project that redefines traditional TDM strategies. Led by Jossimar Fuentes and Aaron Gaul, Iride is an on-demand microtransit service tailored for LAX airport employees residing in Inglewood, CA. This initiative targets one of the most challenging demographics and grueling daily commutes in North America. Aaron and Jossimar take great pride in the project, and in particular its notable achievement of reducing average one-way commute times from over 60 minutes to under 25 minutes.
LA Metro TDM Strategy
We are developing a TDM) strategy for LA Metro, capitalizing on the upcoming World Cup and Olympics to implement this plan effectively. Under the leadership of Ulla Hester and Aaron Gaul, this project will employ an outcome-oriented strategy with a focus on desired behavioral shifts.
Maricopa, AZ TDM Plan
Matt Kaufman, Alta’s TDM Planning Lead, is overseeing the development of a regional TDM plan for Arizona’s Maricopa region. Through innovative data tools such as Replica, we are gaining deeper insights into trip patterns and demographics, enabling us to tailor recommendations more effectively. Moreover, this project is facilitating our exploration of subsidy-based strategies, with an emphasis on enhancing mobility for all.
The Stitch Project
Lastly, the Stitch project in Atlanta, GA, is advancing an ambitious effort to cap the I-75/I-85 Connector. Chris Cannon and Jordyn Jones, our community engagement leads, are facilitating local dialogue about the impact of past decisions that divided communities with highways and the meticulous effort required to “stitch” them back together. They don’t shy from the hard conversations, and with the recent announcement of $157 million in federal funding, we will be working on this for years to come.
To learn more about these exciting projects and the future of Alta’s TDM practice, reach out to Joddie Gray.
