Brightline ending monthly discounted passes on June 1, citing passenger growth and renewed focus on Orlando
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 to the dismay of many customers that it intends to dispose of three passes aimed at incentivizing travelers. It plans to replace them with more expensive 10-ride passes for frequent travelers.
The move serves as a reminder to the public about what Brightline intended to be: A high-speed regional train line between Miami and Orlando, not the upscale commuter service that has become popular among South Florida riders during an interim build-out period. Brightline, whose trains started zipping along the Florida East Coast Railway corridor through West Palm Beach, Fort Lauderdale and Miami in 2018, inaugurated the second leg of its regional service to Orlando International Airport last September. And now is the time, company officials say, to focus on building ridership to Orlando.