Brightline draws caution flags from Wall Street despite revenue and ridership gains
Brightline wants your business. Better yet, lots of your repeat business.
The higher-speed rail line that whisks commuters among the cities of West Palm Beach, Boca Raton, Fort Lauderdale, Aventura and Miami — and longer-distance travelers from South Florida to Orlando — has been on a marketing tear this year installing a loyalty program for future trips, a revised frequent-rider pass program for commuters and a slew of bargain fares designed to get people to ride the rails during the holidays, for vacations and to attend entertainment events.
Management has also aggressively pursued partnerships with cruise lines and airlines. It is offering sales incentives to travel advisers, most recently 20% commissions for long-haul bookings through October. It all comes at a time when the railroad has been acquiring new coaches — with the help of a $33 million federal grant — to add to the length of its trains.
But looming in the background, bond-rating agencies on Wall Street are wondering if it will be enough to produce the cash needed over time to sustain and grow a rail operation that has become a model for like-minded projects around the nation.
