Behind the Ride: Getting
to Know MARTA Reach
Public
transportation does not always begin at a bus stop or rail station. Sometimes,
getting to the MARTA network starts with finding a ride closer to home.
That is where
MARTA Reach comes in. Launched March 7, 2026, as part of MARTA’s NextGen Bus
Network, Reach provides on-demand, curb-to-curb shared rides within 12
designated zones across the region. Rather than traveling along a fixed route,
Reach vehicles respond to customer requests, creating another way for people to
get where they need to go.
But bringing a new
service to the streets takes more than a fleet of vans. Behind each ride is a
combination of technology, workforce planning, customer outreach and
coordination to help make the service work for riders.
A Different Way
to Ride
Unlike traditional
bus service, MARTA Reach does not follow a set route with scheduled stops.
Customers request a pickup and drop-off within their designated service zone
through the MARTA Reach On-Demand Transit mobile app, the online booking
website or the reservations line.
Service operates
daily from 6 a.m. to midnight, with pickups available within 30 minutes of a
request. Customers can book rides for the same day or the immediately following
day, giving them options for both immediate travel and short-term planning.
Reach is a
shared-ride service, so a vehicle may pick up or drop off other customers
traveling to different destinations along the way. Customers can track their
vehicle through the app when they are next in line for pickup, while the
service accommodates multiple riders within each zone.
Making that
experience possible required significant preparation. MARTA contracted with
RideCo to provide the booking app and worked with the vendor to configure the
software. MARTA’s Technology teams also helped equip the fleet with tablets,
while other parts of the project involved acquiring vehicles, hiring operators
and scheduling shifts.
Preparing for
launch also meant making sure people understood how to use a new type of
transit service. The team conducted outreach to educate riders, the broader
public and MARTA employees about Reach, its service zones and how to book a
trip. That effort was an important part of introducing a service that works
differently from traditional fixed-route buses.
“Starting a new
mode of service is a big effort,” said Ryan Van Sickle, MARTA’s director of
Technical Services and Service Planning.
Adapting to the
Unexpected
Even with
extensive planning, the path to launch brought an unexpected challenge. Just
months before Reach was scheduled to begin service, a federal recall affected
MARTA’s new fleet of vans, preventing the vehicles from being put into service.
The Reach project
team and bus network launch manager worked to secure a temporary fleet of vans
so the service could launch as planned on March 7. The interim vehicles
provided a way forward while the dedicated fleet remained unavailable. The
recall has since been resolved, and the dedicated Reach fleet began operating
in September.
The interim
vehicles have been redeployed to MARTA Mobility, providing an additional
benefit through cost savings. The experience underscored the coordination
required to launch a new transit service and keep implementation moving when
plans change.
For customers, the
transition is largely invisible. They request a ride and expect a vehicle to
arrive. Behind that experience, however, teams across the agency are
responsible for the technology, vehicles, staffing and planning that make the
service possible.
Connecting the
First and Last Mile
MARTA Reach is
designed to complement MARTA’s existing bus and rail service by helping
customers get around their communities and connect with the broader transit
network. In select zones, designated connection points allow customers to
continue their journeys by bus or rail.
In the Lakewood
zone, for example, customers can connect to Red and Gold rail service at
Lakewood/Fort McPherson Station or reach the Rapid A-Line at Carver Station.
Other designated connection points include Barge Road Park-and-Ride, South
Fulton Transfer Point, Panola Park-and-Ride and South DeKalb Transfer Point.
These connections
give customers additional options for traveling beyond their immediate
neighborhoods. Eligible Breeze Cards and Tickets allow up to four free
transfers within a three-hour period, including transfers between Reach, bus
and rail service.
The 12 Reach zones
serve communities across the MARTA service area: West Atlanta, Kirkwood/Candler
Park, County Line, Lakewood, Oakley Industrial, Fulton Industrial, East Point,
Hillandale, Candler-McAfee/Belvedere Park, Cedar Grove, Gresham Park and North
Fulton. Because service and connection points vary by zone, customers can
review the Reach zone maps and available connections when planning a trip.
Evolving With
Customer Feedback
Since its launch,
MARTA Reach has established a ridership base, with riders reporting high
ratings for the service. But implementation did not end when the first vehicles
hit the road. The team continues to monitor the customer experience and look
for ways to make the service better.
The Reach app and
booking tools receive regular updates, and feedback from both customers and
operators helps inform ongoing improvements. That feedback gives the team
insight into the experience of requesting and taking a ride, while continued
outreach creates opportunities to introduce Reach to people who may not yet
know the service is available.
“Reach is still
new so it’s still evolving, but there are some really positive signs,” Van
Sickle said.
Building awareness
remains a priority as the service matures. Alongside refining the booking
experience, MARTA continues to look for opportunities to help more people
understand where Reach operates, how it works and how it can connect them with
the broader transit network.
Accessibility is
also an important part of the customer experience. Reach vehicles are
ADA-accessible and equipped with spaces for wheelchairs and mobility scooters.
Customers traveling with a mobility device should select the “Mobility Aid”
option when booking so an accessible vehicle space can be assigned.
When the vehicle
arrives, the operator deploys the ramp or lift and secures the mobility device.
Service animals trained to perform specific tasks for their handlers are also
permitted in accordance with applicable law. These details help customers understand
what to expect and prepare for a trip that meets their needs. As the service
develops, customer and operator feedback will continue to inform how MARTA
Reach works in practice.
Another Way to
Move Through Atlanta
MARTA Reach adds
another option to the region’s public transportation network by bringing
on-demand service to designated communities. It offers customers flexibility
within their neighborhoods and, in select zones, a way to connect with
fixed-route buses and rail.
Its implementation
has required coordination across technology, operations, workforce planning and
customer outreach, as well as the ability to adapt when unexpected challenges
arose. Now, with its dedicated fleet on the road, the service continues to evolve
as MARTA gathers feedback and builds awareness among potential riders.
Every trip may
look a little different, but the goal remains the same: helping people reach
the places they need to go. By pairing the flexibility of on-demand rides with
connections to the broader MARTA network, Reach gives customers another way to
make public transportation part of their day.
To learn more
about MARTA Reach, explore service zones or book a trip, visit itsmarta.com/reach.aspx.
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