What Happens When a Small Town Adopts On-Demand Public Transit? A Case Study from Wilson, North Carolina

A transition from urban to rural — an insider’s perspective.

Previously responsible for managing crowded metro stations in Washington, D.C., Milton Barnes found himself navigating a starkly different landscape after relocating to Wilson, North Carolina, to assist his aging parents. Although public transit ridership suffered nationally due to the COVID-19 pandemic, Wilson experienced a significant uptick following its September 2020 shift from a traditional fixed-route model to an app-based, on-demand transit system.

“I find myself continually transporting individuals throughout the day,” said Barnes, aged 59 and the sole driver to have worked under both service models, during a typically busy morning. “The door-to-door, corner-to-corner offering is understandably more appealing to the public.”

David Bunn, hindered by lengthy waiting times on the traditional bus system and unable to afford car repairs, resorted to walking five miles for groceries. Then he noticed a publicly-operated van, contacted the number listed on the rear window, and his experience transformed.

“Now, I don’t have to walk long distances for my errands,” commented Bunn, aged 64. “The drivers are both courteous and professional. The service is an asset to Wilson and invaluable to me.”

With a population under 50,000, Wilson has become a blueprint for how smaller municipalities can efficiently operate public transportation systems, drawing parallels with larger cities. The city secured federal and state grants to support this public ride-share model that operates much like Uber or Lyft but at substantially reduced costs for users. Fare prices currently stand at $2.50 per ride.

“This is cheaper than operating a Pinto,” Bunn humorously noted.

The success of Wilson’s model has caught the attention of other communities in North Carolina and beyond, heightening competition for ongoing grant availability.

Known as microtransit, these smaller, technology-driven public transit solutions are leveling the field in infrastructure funding, traditionally dominated by the more extensive needs of urban areas.

“Transit isn’t exclusive to large metropolitan areas. Its purpose is to serve people everywhere, including in less populated regions,” said U.S. Transportation Secretary Pete Buttigieg in a statement to The Big Big News.

Ryan Brumfield, director of North Carolina’s Department of Transportation Integrated Mobility Division, indicated that necessity drove Wilson’s transition. Addressing the high unemployment rate, city officials first tackled the issue of limited vehicle access for a substantial percentage of the city’s population.

“This density of demand makes on-demand services an ideal fit,” Brumfield concluded.

Over 50% of rides in Wilson are employment-related, according to Rodger Lentz, the city’s Assistant Manager who advocated for the switch.

Yet, convenience and necessity aren’t the sole factors behind the 300% surge in ridership. Gronna Jones, Wilson’s transportation manager, pointed out that the stigma often associated with public transportation in smaller, southern towns had been mitigated by the shift to microtransit.

In partnership with New York-based Via, Wilson launched the RIDE program. Via, originally offering shared van rides in under-served parts of Manhattan, has since broadened its scope, serving various communities across the U.S. and globally.

The flexibility of microtransit systems offers distinct advantages over traditional public transit methods, particularly during fluctuations in demand, a trait highlighted during the pandemic.

However, Alvaro Villagran, director of federal programs at the Shared-Use Mobility Center, stressed that localized conditions should inform any implementation.

The overarching challenge remains funding. While the Biden administration has earmarked infrastructure grants for mass transit and microtransit projects, the funds are limited.

“Wilson will eventually need to find sustainable funding mechanisms,” noted Kai Monast, associate director of the Institute for Transportation Research and Education at North Carolina State University.

Monast anticipates that while Wilson will continue embracing microtransit, it might reintroduce a modified fixed-route system, utilizing data gathered over years of operating the on-demand service. Nonetheless, he remains optimistic about Wilson’s inventive approaches to transportation.

“They might just discover a solution that is entirely unprecedented,” Monast suggested.

Reported by McMurray from Chicago.

Frequently Asked Questions (FAQs) about Microtransit in Wilson, North Carolina

More about Microtransit in Wilson, North Carolina

• Microtransit: An Overview
• U.S. Department of Transportation: Public Transit Initiatives
• North Carolina Department of Transportation: Integrated Mobility Division
• Via: The Company Powering Wilson’s Transition to On-Demand Transit
• Federal and State Infrastructure Grants: Eligibility and Application
• Challenges and Opportunities in Rural Public Transit
• Wilson, North Carolina: City Website
• The Role of Technology in Transforming Public Transit
• Sustainability of Microtransit Projects
• The $1 Trillion Infrastructure Law of 2021: Summary and Implications