Brightline ending monthly discounted passes on June 1, citing passenger growth and renewed focus on Orlando
Brightline, the high-speed inter-city railroad between Miami and Orlando, is jettisoning its monthly discounted passes for frequent travelers in Central and South Florida, citing significant growth in ridership. They will be replaced by a more expensive offering that can be used over longer stretches of time.
Business apparently is so good at Brightline, the Florida’s burgeoning high-speed railroad, that its discounted monthly passes designed to woo passengers are no longer needed.
The upscale train service, which serves a 235-mile segment between Miami and Orlando with four South Florida stations in between, has announced it is disposing of three passes aimed at incentivizing travelers. It plans to replace them with more expensive 10-ride passes for frequent travelers.
Sales of the following passes, introduced roughly six months ago, will cease effective June 1:
- All-Station Shared: Sold for $1,199, the pass was designed for passengers to travel between Orlando and the South Florida stations. Riders could use it for 12 trips during a 90-day period, which translated into $99 s ride.
- SoFlo Solo: Sold for $399, this monthly pass allowed for 40 rides to be used in a 30-day period, with fares starting at $10 per ride. The passes could be auto-renewed monthly at a 5% discount and included onboard food and beverage discounts.
- SoFlo Shared: The passes started at $229 for economy fares. They could be used for 12 rides in 30 days at $19 a trip. It was the cheapest monthly pass of the three and was restricted to travel among the five South Florida stations. Orlando was not included.
According to a chart on the Brightline website, the 10-packs at the SMART or economy level will go for $350 for travel between Miami and West Palm Beach, and for $250 from Miami to Fort Lauderdale.
PREMIUM passes for a Miami-to-West Palm Beach run will sell for $550, while passes for rides between Miami and Fort Lauderdale will cost $350.
All are valid for 30 days from purchase. In a nod to customer loyalty, the railroad says, “please enjoy your first 10-Ride SMART Pack on us.”
“In recent months, it has become increasingly difficult to accommodate all Guests as peak trains are reaching capacity,” the company says in a recently posted announcement that appears on its website. “We continue to evaluate the best approach to balance customer demand — and as a result, the sale of Train Passes will be discontinued effective June 1, 2024.”
“Current passholders may continue to use their pass until it expires,” the statement says. And a pass designed for riders between Aventura and downtown Miami will carry on as it exists under an agreement between Brightline and Miami-Dade County.
Hardly enough, though, to mollify dissenters in the fan base.
“With the new proposal it’s going to more than triple if you use more than 40 rides,” said Dion Cassata, a lawyer from Boca Raton and frequent train traveler to his office in downtown Miami. .
“I like Brightline a lot,” he said. “I’ll just wind up using it less.”
Despite a vast array of deals and discount plans offered in conjunction with educational institutions, cruise lines and professional sports teams, prices have steadily headed north at Brightline, known for its upscale stations occupied by bars, restaurants, retail and various passenger amenities to go along with its fast inter-city service at speeds reaching between 79 mph and 125 mph.
The Tri-Rail alternative
Those feeling priced off the fast train can always head west to Tri-Rail, the publicly subsidized commuter line that operates along a state-owned rail corridor. The line has 18 stops mainly west of Interstate 95 between Mangonia Park north of West Palm Beach and Miami International Airport. Prices are as low as five bucks for rides on weekends.
Tri-Rail recently started service into downtown Miami and the Miami Central station built and operated by Brightline. At this point, the service requires a change of trains near Hialeah for a cross-county ride into downtown.
In its note to riders, Brightline declared it has been working with Tri-Rail’s operating agency, the South Florida Regional Transportation Authority, “to facilitate a new Tri-Rail express route serving daily commuters between West Palm Beach, Boca Raton, Fort Lauderdale and Brightline Miami Central Station.”
“This plan was recently presented to the Tri-Rail Board and will be up for a vote in May,” Brightline said.
In an email, Tri-Rail spokesman Victor Garcia acknowledged that David Dech, the authority’s executive director, “has had some conversations with Brightline and shared that we are looking at adding an express train. He is exploring the concept of one express train from West Palm Beach to MiamiCentral in the morning and one returning northbound in the afternoon, as a one-seat ride making limited stops.”
Garcia said Tri-Rail “is compiling passenger survey feedback before finalizing an updated schedule.”
It is at a board meeting, which will take place May 31, that funding for the express service will be proposed as part of a budget presentation for Tri-Rail’s forthcoming fiscal year, which starts July 1.
“There is a chance that the service is in place sometime this summer if approved,” Garcia said.
Thus far, there is no indication that a surge of disgruntled Brightline passengers is heading over to Tri-Rail.
“Weekday ridership remains at a steady 15,000 average since February,” Garcia said. “So no significant ridership wave has been experienced at the moment.”