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For Marian Mendoza, curbsides aren’t simply where road and sidewalk happen to meet – they’re dynamic urban spaces with the potential to boost sustainability, inclusion and mobility. 

An alum of the University of Toronto’s Faculty of Arts & Science, Mendoza is a product operations specialist at , a Toronto-based company that offers a digital platform to help urban centres gather information about curbsides and optimize their use.

“Cities are finally starting to see the value of this real estate and taking steps to make the most of it,” says Mendoza, who earned her honours bachelor of arts in geography and international relations in 2019 as a Victoria College member.

Curbside management has become increasingly important as curb use expands beyond vehicle parking to include bike lanes, patios and designated pickup areas for rideshares. Toronto, for example, has about 5,600 kilometres of curbside – a distance roughly equal to that between U of T’s St. George campus and Whitehorse, Yukon.

By providing cities with the tools to analyze real-time and historical data, CurbIQ helps municipalities and large urban institutions that manage roadways – such as universities and airports – make strategic, data-informed decisions to better optimize curbside space.

“A city can use CurbIQ to see that certain on-street parking spaces are underutilized,” says Mendoza. “And this could help decision-makers to consider converting those spaces into alternative curbside uses, such as a dedicated lane for transit or active transportation – improving accessibility and mobility in general for the city.”

Since its founding in 2019, CurbIQ has had an impact in cities across Canada and around the world.

In Toronto, the platform facilitated the expansion of bike lane infrastructure on Bloor Street and Danforth Avenue, and helped identify potential patio sites for the city’s CaféTO program, which created curb lane patios for restaurants during the COVID-19 pandemic.

In Edmonton, Alta. and Arlington County, Va., CurbIQ was used to optimize management of parking spaces.

And in Dublin, Ireland, CurbIQ mapped more than 30 kilometres of curbside, helping city staff and third-party vendors, such as delivery services, better understand curb usage patterns – reducing congestion, lowering carbon emissions and improving traffic flow.

“I’ve already noticed a shift in support from the public and private sectors for building our cities smarter, in ways that use technology to improve urban planning processes,” says Mendoza, noting digital tools like CurbIQ are essential to helping manage rising demand for housing, transit and curb space as cities and populations grow.

“But I’m a firm believer that technology doesn't replace human expertise; it just gives us the data and confidence to make better decisions.”

Mendoza says the skills she developed at U of T have stood her in good stead as she establishes herself among a new generation of city-builders using data and advanced technology.

“U of T taught me to be curious, ask questions and develop strong research skills,” says Mendoza. “You’re free to ask any questions you want, and you have guidance from professors to explore and nurture your research interests.”

Mendoza’s work at U of T included an independent research project on multimodal transportation in Portland, Oregon, conducted under the mentorship of Michael Widener, chair and professor in the department of geography and planning. “As a student, Marian had a special talent for thinking through complex urban problems, their connections to both social and technical systems, and then charting a way forward,” says Widener.

“She always brought to class a wonderful mix of intellectual curiosity and positivity,” adds Don Boyes, a professor, teaching stream and associate dean, teaching and learning, who taught Mendoza in several courses. “It’s great to see her doing so well in her chosen field.”

In addition to the support of professors and peers, Mendoza is grateful for the numerous scholarships she received at U of T, which included the .

“I’m incredibly grateful for the opportunities I had,” says Mendoza. “Scholarships gave me the freedom to explore a career path that wasn’t a straight line.”