Port Mann considering loyalty program as bridge to drivers

The company running Port Mann bridge is considering implementing a loyalty program to get more Metro Vancouver drivers to cross it.

The new bridge over the Fraser River between Surrey and Coquitlam was first opened to traffic in 2012, but the number of cars making the crossing and paying the tolls isn't as high as hoped.

• Port Mann Bridge toll hikes push traffic off new bridge

Transportation Investment Corporation's Max Logan says the daily crossings are still below original projections even though they have increased since January. 

"We were expected to be in the range of 120,000 to 125,000 and right now it varies according to the time of year, where we see anywhere from 100,000 to 110,000," he said. 

Logan said TI Corp. is on track to have the bridge paid off by the original target date of 2050, but it would still like to see more drivers. 

That's why the company is now surveying drivers to see if they would make more trips if they could earn rebates or redeemable points. 

Take the poll: Would you take the Port Mann bridge if it had a loyalty program?