3008 Docklands Magazine welcomes Michel Masson to Melbourne as the new CEO of Yarra Trams. Michel brings to Melbourne an extensive wealth of knowledge and experience in managing successful transport systems across Europe and Canada. Michel’s appointment at the helm of Melbourne’s much-loved tram network is a great win for Melbourne.

You have had extensive experience managing public transport systems across Europe, how does Melbourne’s tram network compare?

Yarra Trams is the biggest and most complex tram network in the world. But the main difference is not the size, it is the incredible affection that Melburnians have for their trams, which goes well beyond their sheer usefulness. Trams are part of the lifeblood of Melbourne. They are an icon and an internationally recognised symbol of our city. I am also amazed at the passion our employees have for this network. It’s a strength for Melbourne.
Rumour has it that before you commenced in your role as CEO for Yarra Trams, you literally spent a couple of weeks just travelling on the trams to gain a clear understanding of the issues first hand, is that correct?
The first thing I did when I moved to Melbourne was to become familiar with the tram network. I spent a number of weeks travelling around this great city by tram. Being new to Melbourne put me in a good position to observe the network’s strengths and weaknesses and I was able to pass this feedback onto my team. I am now commuting every day by tram, which gives me first hand understanding of the service our customers receive.

What were your findings about the Melbourne tramway network?

Let’s put it this way. You know, I’m a very critical eye, so I always find something to be improved. The team knows this because, at the end of the day, I’m thinking like a passenger, and a pretty demanding one at that. For instance, passenger information is of critical importance, and we are
planning a range of improvements.

Melbourne’s population is growing fast, mainly thanks to migration. This means tens of thousands of new people trying to find their way through the city and hopefully using public transport. We have to make the system more intuitive.

With this in mind, we’ve developed a first time user’s pack, we’re installing route maps on board trams, improving the network map and wayfinding signage.

As part of our commitment to better serving our passengers, we have established a training academy to enhance the skills of our customer service employees and authorised officers. I am also keen to see how we can sensibly increase accessibility and push forward our key value of “Zero Harm” throughout the Network.

How effective is product and destination marketing on trams? Has a campaign been run before on the Docklands Tram to promote an area rather than a product or event?

Trams have been used to promote a range of destinations including interstate tourist attractions and local shopping centres and precincts. Yarra Trams works with traders’ associations all over Melbourne to encourage people to travel by tram to shop. One of the best examples is the internationally promoted City Circle Tram, which is the ideal way for tourists to take in the sights of central Melbourne and Docklands.

The Bumblebee trams appear to be the most popular trams; can Melburnians expect to see more of this style of tram in the near future?

Absolutely! We welcome the State Government’s commitment to roll out a further 50 low floor trams as part of the Victorian Transport Plan.

The five Bumblebee trams are C2 Class trams and can carry more than 200 passengers at any one time. The future trams, which will start running on the network in 2012 – 14 will be of similar length and capacity with state-of-the-art safety features, enhanced accessibility and on-board information. In fact, every single one of these new trams will replace the equivalent of 1.2 kilometres of cars, so they will be instrumental in reducing congestion.
What is your view regarding the platform stops, can they be improved?
Since 1999 Yarra Trams has made good progress towards an accessible tram network. A major part of this has been the construction of 300 platform stops. Of these, 186 have been built since January 2007 and more are planned in the coming months.

As the new operator of Yarra Trams, KDR welcomes the installation of platform stops. Not only are they DDA compliant but they are significantly safer for our passengers.

Some of our newest platform stops have been provided in Docklands to serve the extension of Route 48 to Victoria Harbour.