L.A. Metro partners with Strive Well-Being for transit ambassador program to improve customer experiences, increase ridership, reinforce public safety

The Los Angeles County Metropolitan Transportation Authority (L.A. Metro) is contracting with Strive Well-Being Inc. (Strive) to implement and manage a multi-year transit ambassador program throughout its bus and rail system. 

Strive will work collaboratively with local community-based organizations to offer a trauma-informed and rider assistance solution. The program is part of L.A. Metro’s plan to bring non-law enforcement representatives to improve the customer experience, reinforce public safety and increase ridership on its transit system. 

“Our team is very excited to support the Los Angeles community with this innovative and forward-thinking initiative,” said Amit Sangani, president, Strive. “We look forward to delivering a ‘care-first’ approach while improving the overall customer experience and reinforcing safety for public transportation in the region.” 

This program is one of the first of its kind in the region and will employ 300-plus ambassadors from diverse L.A. County neighborhoods. Strive will provide ambassadors trained in unconscious bias identification, trauma-informed response, de-escalation, cultural/situational awareness, customer service, disability awareness and public safety. 

Friendly ambassadors will provide a high-quality customer service experience and orient passengers with general transit information such as directing customers and paying for fares. They will also work closely with community-based crisis intervention teams and be equipped to call dedicated personnel within L.A. Metro’s public safety ecosystem. 

“Our top priority is to improve the customer experience including making sure our riders feel safe,” said L.A. Metro CEO Stephanie Wiggins. “In the coming months, we expect customers will see a noticeable difference with our transit ambassadors in place. Once they deploy, transit ambassadors will greet riders and help our customers have positive interactions with our system. Ambassadors will also work closely with community-based crisis intervention teams and be able to call dedicated safety personnel when needed quickly. Thank you to the Metro Board of Directors for approving this new program; I look forward to its full deployment.”