Via Jersey City celebrates first year of operation, sees weekend service expansion
Jersey City will expand the state’s first publicly subsidized on-demand transit system according to an announcement from Mayor Steven M. Fulop and Via. The service, which has been in place for one year, has exceeded every goal of connecting transit deserts and providing a low-cost alternative option for residents.
Since the February 2020 launch, Via has provided more than 216,000 rides, most of which originated from the West and South areas of Jersey City, with top destinations being key transportation hubs and shopping/business districts. Despite the pandemic, the service is exceeding every goal and has been more resilient than traditional public transit in Jersey City, proving to be a critical transportation offering, especially for the underserved communities who need it most.
“Via is meeting and exceeding our goals of expanding connectivity with affordable transportation, providing residents with more opportunities, and improving quality of life, especially for our low-income and diverse populations in areas where reliable mass transit is otherwise scarce,” said Mayor Fulop. “Despite the pandemic, the on-demand service continues to break ridership records. We’ve added to our Via fleet to meet the growing demand, and the new Saturday service is being added per the community’s request to fill the voids left by other limited transit services.”
Via Jersey City serves as a model for cities across the U.S. to meet the changing transit needs with access to affordable, efficient and sustainable public transit offerings. The year of outstanding successes is being expanded upon with the addition of Saturday services (8:00 a.m. to 10:00 p.m.) and the introduction of a new advertising platform to further enhance connectivity to commercial, medical and professional opportunities across the city. The advertising displays on Via vehicles will also help to generate revenue to support the citywide program.
“Via Jersey City reimagines public transit in a way that prioritizes equity, resilience and the environment,” said Daniel Ramot, co-founder and CEO of Via. “We are proud to work with Mayor Fulop to continue to introduce innovative digital solutions that drive growth and access to public transit in Jersey City.”
Successful example of on-demand public transit
The service was launched at the onset of the COVID-19 pandemic in March 2020 to complement and extend Jersey City’s existing public transit infrastructure, specifically to fill the existing gaps in public transportation access in the North and South regions of the city. The Journal Square Transit Hub, Newport Mall, Hudson Mall and Metro Plaza (Shoprite downtown) continue to be the most popular destinations.
Via Jersey City has provided more than 1,600 rides per day, with continued growth week over week. In fact, 70 percent of these rides are shared between multiple riders, and 62 percent of riders use the service most often to commute to work.
Equity, resilience, sustainability
A diverse population across age, gender and socioeconomic background have increasingly come to rely on Via Jersey City, which was defined as an original goal of the service. More than 50 percent of Via Jersey City riders make less than $50,000 annually and the highest percentage identify as Black or African American.
The service has been incredibly resilient, with a 78-percent increase in ridership since the start of the pandemic. Today, ridership is more than double what it was before the pandemic. Technology-enabled transit allows the service to be flexible, and the city relies on the data to make informed decisions about service changes. Because of this, Jersey City was able to adjust for rider demand at periods of peak impact during the COVID-19 pandemic, a critical factor as cities grapple with changing ridership patterns.
Rider data shows that Via Jersey City continues to provide an affordable and direct alternative to single-occupancy vehicles as 41 percent of riders surveyed said they would have used private vehicles if the service was not available. With Via, users avoided 59,544 miles of driving, 53,034 pounds of CO2 and 2,707 gallons of gasoline this quarter. The service also includes electric vehicles.
“Reliable and affordable transportation options are crucial for residents of the city’s south side, and we worked really hard to get to this point,” said Ward F Councilman Jermaine Robinson. “The numbers show that by bringing in Via, we’re drastically changing the landscape for our residents who now have access to various opportunities that traditional mass transit left vacant.”
Looking ahead
As a result of high demand and 38 percent of surveyed riders requesting additional days of service, Via Jersey City expanded the service to cover Saturdays, which began March 6, 2021. Riders can book a ride six days a week through the Via mobile app or by calling (201) 514-6228. New service hours will be Monday-Friday, 6:00 a.m. – 10:00 p.m., and Saturday 8:00 a.m. – 10:00 p.m. Rides cost $2 to-or-from the central zone, and $2 plus $0.50 per mile for rides within the outer zone. The service includes wheelchair-accessible vehicles.
Via’s algorithms enable multiple riders to seamlessly and safely share the same vehicle, directing passengers to a nearby virtual bus stop within a short walking distance for pick up and drop off, allowing for quick and efficient shared trips without lengthy detours. Although trips may be shared, the maximum number of riders per vehicle has been limited in compliance with social distancing guidelines.
In addition, the city will launch an innovative new advertising platform in celebration of the on-demand shared transit service.
In the pilot phase, six vehicles will feature in-vehicle advertising tablets and screen toppers that will generate a new source of revenue for the service and allow for city-specific announcements.
