DETROIT – It will be free to ride the Detroit People Mover in 2024.
The Detroit Transportation Corporation’s (DTC) Board of Directors approved the change. The new sponsored Zero Fare pilot program aims to boost ridership by at least 50% using paid sponsorships to cover the funds usually collected from riders at the stations.
The pilot program officially launches on Jan. 2, 2024. DTC expects to offset rider fare revenues through sponsorship. Sponsor support has not yet been announced.
“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.”
According to a press release from the DTC, it would cost around $5 million to replace the current fare collection system. If the Zero Fare pilot program is a success, then they would not need to replace the fare collection system.
“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,” Cramer said.
The DTC said that while ridership has nearly doubled from 2022, it is still 42% of pre-pandemic levels. The DTC is expected to provide an update to the board and the public at the July 2024 Board of Directors meeting. They will discuss extending, altering, or ending the program for 2025.