Pilot increases affordable options for downtown mobility and transfers
DETROIT — The Detroit People Mover (DPM) is excited to kick off 2024 with a year-long, sponsored Zero Fare Pilot program. The Detroit Transportation Corporation’s (DTC) Board of Directors recently approved the pilot program, which will begin January 2, 2024. The program aims to boost ridership at least 50 percent using paid sponsorships to offset the revenue typically collected from riders at the stations.
“Based on passenger feedback and our analysis, the current fare system is one of the leading barriers for convenient use. The equipment is all original to the People Mover with no electronic options – accepting only coins, tokens or magnetic-striped passes purchased in advance,” said Robert Cramer, DTC General Manager. “Maintaining and finding parts for fare gate repairs is a growing challenge as well.”
Replacing the outdated DPM fare collection system would cost an estimated $5 million dollars. Such an investment would not be necessary if the Zero Fare Pilot results in long-term implementation, according to Cramer, who believes the free fares would boost People Mover ridership with large crowds expected downtown in 2024.
“With the number of major downtown activities next year, including the NFL Draft, the Zero Fare Pilot will provide Detroit residents, workers and visitors with more access to these events, as well as to services and connecting transit trips – all at no cost.”
DTC intends to offset the direct rider fare revenues through sponsorship, without negative impact to the organization’s budget over the pilot period; sponsor support will be announced at a later date. People Mover ridership has nearly doubled from 2022, but at approximately 672,000, it is 42 percent of pre-pandemic levels. Improvements to maintenance, operations and facilities – along with increased outreach, engagement and marketing – will provide both an added boost to the system’s rider experience and an overall value to a successful region and thriving Downtown Detroit.
DTC will provide an update to the Board and public at the July 2024 Board of Directors meeting. The presentation will include measurement of ridership and the customer experience before and during the pilot and will discuss extending, altering or ending the program for 2025.
Source: Detroit People Mover