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TO: |
Board of Trustees |
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THROUGH: |
Jay Fox, Executive Director |
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FROM: |
Viola Miller, Chief Financial Officer |
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PRESENTER(S): |
Brian Reeves, Associate Chief Financial Officer |
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Monica Howe, Fares Director |
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Hal Johnson, IMS Director |
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Shaina Quinn, IMS Program Manager |
TITLE:
title
Promotional Fare Request: 2026 UTA On Demand Service Multi-Rider Fare
end
AGENDA ITEM TYPE:
Service or Fare Approval
RECOMMENDATION:
Approve and authorize the Executive Director to extend the Multi-Rider Fare Promotion on UTA On Demand Service through December 31, 2026.
BACKGROUND:
Launched in 2019, UTA On Demand has offered various promotions to attract riders. The only promotion still active is the multi-rider fare promotion, which allows customers to book a ride for multiple people at no extra cost. This promotion was previously extended through December 2025 by the UTA Board of Trustees to work around technical limitations.
DISCUSSION:
As the UTA On Demand Service expanded from one to five zones, the multi-rider fare promotion is having a greater impact on revenue. In 2025, an internal team was formed to solve a problem: how to accept payments for multi-rider trips. The team’s goal is to find a solution for customers who use paper or electronic passes. The four multi-rider payment options identified are:
1. Split to Credit Cards
2. Split to Multiple UTA Electronic Fare Card (EFC) Accounts
3. End Multi-Rider Bookings
4. Extend Existing Promotion
The contract with Via expires December 31, 2026, and UTA is in the middle of the procurement cycle. For 2026, staff recommends extending the Multi-Rider Fare Promotion for one (1) additional year through December 31, 2026. The internal team will work with the selected vendor to implement a new solution when the procurement cycle is complete.
ALTERNATIVES:
Discontinue the Multi-Rider Fare Promotion for 2026 and require riders wishing to split fare payment to request and pay for their trip separately.
FISCAL IMPACT:
Foregone fare revenue in 2025 is estimated to be between $220,000 and $260,000. This expense is offset by an estimated cost savings of $351,000 due to improved service efficiencies.
ATTACHMENTS:
None