The TTC is considering opening a physical merchandise store in an attempt to bring in non-fare revenue.
A motion brought forward by Ward 12 Toronto—St. Paul’s cCouncilor Josh Matlow requests that staff explore the possibility of setting up a brick and mortar store at a centralized location, such as Davisville Subway Station.
It comes as the TTC Board looks to consider ways to maximize non-fare revenue streams, which was discussed at a board meeting on June 23.
Matlow tells Now Toronto that he’s believed for a long time a physical merch store would benefit the transit agency’s revenue, which he says is severely underfunded.
“God knows we need the money, we are the most underfunded transit system in the world, and everything that we can bring in as revenue can be helpful,” he told Now Toronto on Tuesday.
The TTC already sells merchandise through an online shop, which includes items such as socks, hats, sweaters, and even tote bags. Matlow says a physical store is long overdue for a major transit system like the TTC.
“This is normal in big cities around the world, whether it be New York [or] London… for those of us who live here and for those who visit our city, I’d like to see something like a spacing store where residents and visitors alike can purchase TTC merchandise,” he said.
Matlow’s motion comes as the TTC Board voted to pause a pilot project that would install platform edge doors at TMU Station due to concerns regarding costs. While he says a merchandise store can’t fix the agency’s financial state, any source of non-fare revenue should be explored to help make the system better.
“We’re going to have to think of a number of creative, innovative ways to bring in revenue that isn’t solely reliant on the fare box or asking for subsidies from City of Toronto taxpayers,” he said.
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The motion is being welcomed by Executive Director of TTCriders, Andrew Pulsifer, who says the TTC has long been reliant on fares.
“We know from speaking to transit users that one of the biggest barriers to taking the TTC on a regular basis is the cost, so we just need more money from other levels of government to be able to operate the TTC,” he told Now Toronto.
He says “more creative” ways to bring in revenue, such as through parking levies and merchandise, should be explored to help keep costs low for passengers, a sentiment Matlow also agrees on.
“I want the TTC to be affordable, so the more that we can find revenue through other sources than riders, the better,” Matlow said.
TTC staff will report back to the board with potential costs, benefits, and implementation strategies by the end of the year.
