City of Madison, Wis., launches BRT service, next-generation fare payment system

The city of Madison, Wis., (Metro Transit) has launched its bus rapid transit (BRT) route. Metro Transit’s Rapid Route A will offer 15-minute service Monday through Friday until 8:00 p.m. and until 7:00 pm on Saturdays. Thirty-minute service will be available on Sundays and holidays.  

Rapid Route A runs east/west from the Sun Prairie Park and Ride to Junction Road and will board at new stations starting at East Springs Drive on the east side to the west end of the route. Metro Transit routes B and F will also board at these stations when running along the Route A corridor. 

The BRT initiative was initially launched in 2019 to address the transportation needs of the growing city by the efforts of Madison Mayor Satya Rhodes-Conway. The new service will utilize federal funding awarded to the city.  

Along with the introduction of BRT service, Metro Transit and Masabi have launched a next-generation fare payment system across Metro Transit’s entire network, including the new BRT service. The system is designed to make public transportation in Madison faster, simpler and more convenient for all riders. 

The system introduces account-based ticketing through the new Metro Fast Fare Card smart cards, ensuring a seamless and flexible payment experience for all users who no longer need to select their fare or purchase a pass before boarding. Instead, they Ttap and ride. The cards are linked to online accounts, allowing users to manage and reload their accounts wherever they are, eliminating the need to wait in line or use cash and delivering a contactless, convenient way to pay for transit. 

To reduce dwell times, onboard validators have been installed across the Metro Transit fleet to facilitate quicker boarding. Metro Transit notes regular buses feature two validators while the new BRT buses are equipped with three, enabling multi-door boarding. More than 400 validators were installed throughout the Metro Transit network, significantly enhancing the rider experience. Cash will not be accepted onboard BRT services, streamlining the payment process. 

Riders tap their smart cards when boarding to pay to ride, with fare capping ensuring they never pay more than $5 per day, $16.25 per week or $65 per month no matter how often they ride. Metro Transit says fare capping improves fare equity by ensuring all riders, regardless of income, have access to affordable transportation without the need to pay upfront for period passes. Additionally, a simplified reduced fare cap will be available for youth, seniors, individuals with disabilities and low-income passengers, making transit more accessible to all.  

“The introduction of this state-of-the-art fare payment system marks a new generation in the evolution of Madison’s public transit system,” said Metro Transit Chief Development Officer Mick Rusch. “Our collaboration with Masabi has allowed us to offer our riders a more efficient, user-friendly experience, whether they are commuting to work, school or exploring our city – one which promises to make riding the bus faster, easier and more convenient for everyone.” 

According to Metro Transit, BRT platforms are equipped with ticket vending machines, where riders can reload their Metro Fast Fare Cards using their payment cards or cash or purchase single ride and one-day passes at BRT station ticket machines.  

Metro Transit has distributed Metro Fast Fare Cards to universities, schools and employers to replace magnetic stripe passes, which will be phased out of use. The transition to smart cards is part of a broader effort by the city to modernize its transit infrastructure. 

 “We are thrilled to partner with Metro Transit to bring our cutting-edge fare payment technology to Madison,” said Brian Zanghi, CEO, Masabi. “By implementing our account-based ticketing system supporting smart cards, Metro Transit is not only enhancing the rider experience, but positioning itself at the forefront of smart transit solutions and enhancing convenience, affordability and equity for its riders. The deployment of this advanced fare payment system is a testament to Metro Transit’s commitment to innovation and its dedication to providing Madison with world-class public transportation.”