The transit agency rolled out the new update for smartphone app users on Jan. 23. This collaboration marks Uber’s first integration with a major transit agency and an overall first for a U.S. public transit system.
However, this isn’t the agency’s first time partnering with the ridesharing company, said Nadine Lee, DART president and CEO.
Uber has had a long-standing relationship with DART through its GoLink program — the agency’s microtransit, on-demand service — by providing vehicles to supplement the existing fleet of carssince2019. Riders using GoLink services pay the same amount they would on a DART trip at $2.50, or $1.25 if they qualify for a discount. This one-way fare covers the cost of the entire Uber trip.
“The addition of the Uber vehicles makes more vehicles available to people at any given time, so that we can be much more responsive and provide a ride quicker,” Lee said.
Before the January update, DART riders trying to book an UberPool with GoLink had to exit the GoPass app, log into the Uber app and re-enter their information. After booking their trip, they had to navigate back to the GoPass app to load their ticket for payment.
But this new arrangement transforms the GoPass app into a “one-stop shop” and minimizes the confusion that comes with toggling between the two apps, Lee added.
“This particular integration ... is really more about how seamless it is for our users to access Uber as one of their options,” she said.
The redesign also aligns with the ridesharing platform’s mission, said Jen Shepherd, Global Head of Uber Transit, who added that she sees DART as an “innovator in the microtransit space.” Microtransit is a flexible, tech-enabled form of public transit that falls somewhere between scheduled routes and ride-hailing technology. It can range from shuttles, vans and buses, according to New York City-based transport company Via Transportation.
“Essentially, we want to help improve mobility options for folks in the community, regardless of their ZIP code,” Shepherd said. “We work towards trying to reduce that personal car ownership, and so partnering with transit agencies fits really well into our strategies.”
The update could also improve mobility options for people who don’t have the Uber app on their phones, she noted.
Canada-based Spare Labs also played a role in making the integration possible by providing the technology and serving as the “glue” between DART and Uber, said CEO Kristoffer Vik Hansen.
Vik Hansen explained that Spare’s software also decides whether the GoLink trip gets assigned to Uber or another provider that is more wheelchair accessible, should the rider require one.
“As a world, we need more people to use public transportation if we want to get out of this climate crisis,” he said. “So, I think anything we could do to help push that forward is in all of our best interests.”
Lee added she hopes this new feature increases ridership and compels non-riders into using public transportation.
As it stands today, North Texas roads will not have enough capacity for future development, as the region is expected to add 4 million people over the next 20 years, Lee said.
“If we don’t get more people riding (public) transit, then we’re going to run out of space on our roads, and that’s a huge problem,” she said.
About 40% of DART riders use the GoPass app now, Lee said, and around 70% of these app users use GoLink on-demand services to either begin or finish their commute. In addition, approximately 80,000 riders, or 90% of GoLink riders, use Uber as one of their transit options.
“This whole Uber integration allows us to provide that first-and-last-mile connection to people who are already taking transit for most of their trip, or who may have not considered taking transit for their trip at all,” Lee said. “It gives them that comfort and that confidence that they can get to their final destination without a lot of trouble.”
Riders can book trips with Uber using either the GoPass app or by calling a booking agent at 214-515-7272. GoLink’s 33 service zones can be found on the DART website.
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