RIVERSIDE AVONDALE NIGHT TROLLEY
Started as a partnership between community advocates, local businesses and the Jacksonville Transportation Authority (JTA), the Riverside Avondale Night Trolley was launched in 2013 providing safe, late-night transit service throughout the Riverside and Avondale neighborhoods on Friday and Saturday nights with stops all throughout the King Street District and nearby commercial districts.
Image Credit: Riverside Avondale Night Trolley
In order to attract riders, a team of neighborhood volunteers recruited local businesses to provide sponsorship money and developed grassroots marketing initiatives. But the most critical aspect of this new service was the production of a mobile app that included real time, location-based, GPS tracking technology and route maps aimed at encouraging potential riders not familiar with using public transportation to leave their cars at home by making the choice to ride the trolley both easy and convenient. At the time, JTA did not offer real time location tracking services for mobile phone users. Three years later when the agency adopted NextBus technology throughout their entire transit system, the trolley app was integrated into this new technology to also include on-board fare payments.
Image Credit: Riverside Avondale Night Trolley
Today, the route produces a 75% farebox recovery rate while more than 90% of those boarding are comprised of choice riders- both metrics unheard of in the public transportation industry.
Image Credit: Riverside Avondale Night Trolley
Article by Mike Field