Detroit People Mover: Free Rides in 2024
The Detroit Transit Corporation’s (DTC) Board of Directors announced that the People Mover is set to undergo a Zero-Fare Pilot program in 2024.
To boost ridership by a targeted 50%, the newly introduced Zero Fare pilot program seeks to leverage paid sponsorships as an alternative to the conventional revenue collection from passengers at stations. This departure from the current fare collection system, which currently excludes electronic payment options and only accepts coins, tokens, or pre-paid cards with magnetic strips, comes with an estimated cost of $5 million for system updates.
Zero Fare Pilot program ahead of NFL Draft
Timed alongside major downtown events in the upcoming year, such as the NFL Draft, the Zero Fare Pilot aims to offer Detroit residents, workers, and visitors unrestricted access to events and services. The NFL Draft, scheduled for April 25-27, 2024, is anticipated to draw large crowds to downtown Detroit, including locations like Campus Martius Park and Hart Plaza.
Distinguished by its 2.2-mile loop around downtown Detroit, the People Mover and the 3-mile Qline provide urban commuters with distinct transit options. Despite their proximity, these two transit systems operate independently.
In comparison, the Qline, nearing 1 million rides this year according to its website, also implements a free fare program. A temporary closure on New Year’s Day will be observed by the People Mover, with normal operations resuming on January 2, offering free rides.
According to the press release, DTC plans to cover rider fare revenues through sponsorships during the pilot period, without impacting the organization’s budget. Details on sponsor support will be provided later. Although People Mover ridership has almost doubled since 2022, reaching around 672,000, it’s still 42 percent of pre-pandemic levels. Improvements to maintenance, operations, and facilities, along with increased outreach and marketing, aim to enhance the rider experience and contribute to the success of the region and Downtown Detroit.
Looking ahead, the Board of Directors plans to assess the progress and viability of the Zero Fare program in July, shaping the future direction of this initiative. To stay informed about Detroit People Mover announcements and board meetings, regularly check their website for updates.