Ottawa is trying a new tactic to ease pressure on its transit system: convincing downtown workers to simply... stay downtown a little longer.
The City of Ottawa's newly released transportation plan includes a communications campaign aimed at encouraging office workers to spend more time in the core after their shifts end, rather than rushing straight to the bus, train, or parking garage the moment the clock hits five. The idea is to spread out the evening rush instead of having thousands of commuters hit the transit network all at once.
Why the timing matters
The campaign is landing at a pivotal moment for Ottawa's downtown. With federal public servants now required to be in the office four days a week, the number of people flowing in and out of the core each weekday has jumped significantly compared to the height of remote work. That surge is putting renewed strain on OC Transpo buses, the O-Train, and downtown roads during peak commuting windows — the exact kind of bottleneck the city is hoping to soften.
Rather than pouring money into new infrastructure alone, the city is betting that behavioural nudges — encouraging workers to grab dinner, run errands, or hit a gym downtown before heading home — could meaningfully shift when people actually leave. Even a modest shift in departure times, spread across tens of thousands of workers, could ease the crush at Rideau Centre, Lyon Station, and other key downtown transit hubs during the traditional 4:30-to-6 p.m. crunch.
How workers are reacting
So far, reaction from the people the campaign is actually targeting has been mixed. Many Ottawa workers say they're skeptical that a messaging campaign alone will change deeply ingrained commuting habits, especially for those juggling childcare pickups, second jobs, or long transit rides home to the suburbs. Others have pointed out that lingering downtown after work only makes sense if there's something worth sticking around for — accessible, affordable food and entertainment options, not just an empty office tower.
The bigger picture for downtown Ottawa
This isn't just about transit logistics. A downtown core that stays lively past 5 p.m. has long been a goal for city planners and business improvement areas alike, who've watched foot traffic evaporate on weekday evenings since the pandemic reshaped work patterns. If the campaign succeeds in getting more workers to eat, shop, or socialize downtown before commuting home, it could double as a boost for struggling downtown restaurants and retailers — not just a transit fix.
Whether a communications campaign can actually move the needle on commuter behaviour remains an open question. But with federal return-to-office mandates showing no signs of loosening, Ottawa's transit network is likely to keep feeling the squeeze unless something changes — whether that's new infrastructure, smarter scheduling, or simply convincing more people to stick around a little longer after work.
Source: CBC Ottawa
