Spotlight On: Steve Bland, CEO, WeGo Public Transit

Spotlight On: Steve Bland, CEO, WeGo Public Transit

2023-12-08T14:23:09-05:00November 17th, 2023|Nashville, Spotlight On, Transportation|

2 min read November 2023 — In an interview with Invest:, Steve Bland, CEO of WeGo Public Transit, explained how its QuickTicket service will result in convenience, speed, reliability and cost savings for riders. Bland also discussed the organization’s approach to community engagement as part of any project it undertakes and the shift toward public transportation. 

How have recent market changes affected your business when considering the broader economic landscape given inflation and the rise in interest rates?

In my over 30 years in this business, I can confidently say that the past three years have brought more transformation than any decade-long period in the history of our industry. It has been a dynamic shift. For instance, while our overall ridership has slightly exceeded pre-pandemic levels, it does not resemble what it was before the pandemic.

The Downtown office commuter segment is still recovering and remains relatively low, reflecting the changes in work patterns. However, we’ve observed remarkable growth in other ridership categories. Weekend ridership has surged by over 50% and we’ve seen significant increases in midday and evening ridership. Furthermore, we categorize our services and the Frequent Transit Network represents the high-level services that operate for 22 hours a day, with at least a 15-minute frequency. These services have exceeded 100% of their pre-pandemic ridership and are still growing.

Additionally, we’ve received a strong response to our event and entertainment-related services, such as express services to sports events and special occasions. This engagement with the general public has been very positive. Another notable change is the increasing usage of our system by visitors to Nashville. Tourists now constitute about 9% of our total ridership, up from the historical 5%.

Lastly, we are witnessing a growth trend in the young professional demographic, which ranges from 28 to 40 years of age. This demographic segment is increasingly utilizing our services, which is an encouraging sign for the future.

What is the philosophy behind transitioning to QuickTicket and phasing out paper tickets for ridership?

I always like to begin by mentioning a saying that holds true in every market I’ve worked in: everyone wants things to be better but they’re often resistant to change. Transition can indeed be a challenge. First and foremost, convenience is a significant advantage. No more hunting for cash or worrying about carrying it in your pocket. Whether you have a mobile phone or a reloadable card, your fare is always at your fingertips.

Secondly, this transition significantly boosts the speed and reliability of the system. I often hear from our operators about the time each transaction used to take when dealing with cash, change and magnetic cards. These delays added up, causing disruptions in the system. Now, with the new system, transactions are smooth and efficient.

Perhaps the most substantial benefit, especially for our lower-income riders, is the money saved. As part of our QuickTicket system, we’ve introduced a feature called Fare Capping. This feature automatically upgrades you to the best-value fare. In the past, riders had to decide in advance whether monthly, weekly or daily passes were the most cost-effective. Now, when you open an account and load value onto it, you are automatically charged the best fare. For instance, after your second trip of the day, you will not be charged any further. So, if you take 10 trips in a day and have paid $4, you will not pay any more. Over time, people will realize how much money they’ve saved.

These are the primary areas where we see substantial benefits. On the back end, we’re also obtaining more data from the system, making it easier for us to make well-informed service and planning decisions for our business.

How are you actively engaging with the community to meet their specific transportation needs and maintain a strong connection?

We conduct outreach efforts when it comes to any changes in our services, particularly within our neighborhoods. One specific project that stands as a model of this approach is the Ernest Rip Patton Jr. North Nashville Transit Center. It’s an integral part of our strategic service plan, where we aim to build a network of neighborhood and regional transit centers. This approach moves away from the traditional “hub and spoke” system, where all transit flows through one central Downtown hub, offering more local access.

The North Nashville Transit Center, now under construction, is historically situated in an African-American, lower-income community with deep roots and a long-standing presence. Right from the early stages of conceptualizing this project, we took an proactive approach to engage with the neighborhood. This engagement is not just seen in the physical design of the facility but also in recognizing and commemorating the history of the neighborhood through artwork within the facility.

To ensure the community’s voice is heard, we established a community advisory committee, which actively advised us on the facility’s design. One of their recommendations was to honor the North Nashville residents who played a significant role in the Freedom Rides of the 1960s. As a result, when the facility opens, you’ll see a prominent walkway commemorating the Freedom Riders and the North Nashville individuals who participated in this historic event.

This dedication to community engagement extends to our service design as well. We closely monitor social media feeds, not only our own but those of the community, to gauge the local sentiment. The pulse of the community is vital to us, and public engagement is a cornerstone of our approach. We actively engage with our riders through surveys, collecting data that informs us about demographic changes, attitudinal shifts and their preferences for service alterations or maintaining the status quo. This information helps us ensure that we continue to provide transit services that truly meet the needs and values of our community.

What are your near-term outlook and top priorities for WeGo Public Transit?

Our near-term outlook is exceptionally positive, with month-to-month ridership continuing to grow. We introduced new services on Oct. 1, 2023, and are in the operational planning phase for another service expansion scheduled for April 2024. Furthermore, we have the North Nashville Transit Center under construction, with plans to open in 2024. Additionally, two more transit centers are in development, reflecting our ongoing commitment to improving our services.

We are actively collaborating with the Nashville Department of Transportation (NDOT) on a Downtown mobility plan. To address the increasing demand for transit in Nashville, we are striving to implement transit priority measures, such as dedicated lanes through the Downtown core. This short-term strategy is essential for enhancing transit service in the city. Thus, in the near term, I’m encouraged by the multimodal approach being adopted by the local government, including the mayor and city council. The strong commitment to various transportation modes bodes well for the future of transit in Nashville.

Outside of Nashville and in the broader Middle Tennessee region, we see significant opportunities for collaboration. We are working with the Tennessee Department of Transportation (TDOT) to leverage the Transportation Modernization Act, passed by the general assembly in 2022. This act aligns with Gov. Bill Lee’s Choice Lane initiative and presents a chance for us to implement substantial upgrades in regional transit.

One key provision of this law is the granting of free access to Choice Lanes for public transportation vehicles. This will significantly improve our regional transit services, making them more efficient and attractive to commuters. You can expect to see our distinctive big purple buses cruising past traffic in the Choice Lanes, making it easier for people to choose public transit for their daily commutes. This partnership with TDOT and the implementation of the Transportation Modernization Act will be a game-changer, benefiting not only our region but the entire state.

For more information, visit:

https://www.wegotransit.com/ 

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