Taking the Friction Out of Regional Transit Payments
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With an upgraded app, Cleveland-area riders can buy fares for 14 transit agencies across the region.
To help riders plan trips, pay fares and gain access to real-time transit information, the Greater Cleveland Regional Transit Authority (GCRTA) has integrated EZfare payments into its Transit app.
EZfare is already used by 13 other transit agencies across Michigan, Ohio and Kentucky, according to a June 23 announcement. The partnership with EZfare will also give GCRTA riders a free subscription to Transit’s premium service, Transit Royale, offering additional customization features and access to full schedules and maps for transit lines that are farther away.
Enabled through additional partnerships with the non-profit council of governments NEORide and fare payments-as-a-service provider Masabi, Transit with EZfare will replace RTA CLE as the agency’s official app for purchasing fare media.
With a few taps on their mobile device, users can purchase “single ride, all-day, seven day or monthly passes and reduced fares,” GCRTA officials said. Moreover, these capabilities will also be made available on rideshare apps like Uber and Moovit, so customers can buy fare media on whichever app they prefer.
As part of the initiative, electronic validators – which scan the app’s barcode on riders’ phones when boarding – will be installed on GCRTA’s entire bus and train fleets as well as its low-emissions rapid transit HealthLine buses.
To promote equity, the agency plans to implement account-based ticketing, smart cards and fare capping that reward frequent passengers and ensure that no individual pays more than the price of a daily or monthly pass, officials said. Additionally, unbanked and underbanked riders who prefer to use cash will have a network of 230 retail locations throughout the Northeast Ohio region to add funds to their EZfare or Transit account, according to GCRTA.
“The reality of modern transit is that we need to create offerings which reflect our customers’ needs. Regional travel can quickly lose its allure when several tickets and passes across multiple agencies are involved,” GCRTA CEO and General Manager India Birdsong said. “We are thrilled to use technology to improve customer experience and fare equity as we continue our efforts to connect the community.”
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