Behind the Ride: The People Powering MARTA’s Transit Ambassador Program
When Atlanta hosted the Super Bowl in 2019, MARTA saw more than just a surge in ridership. It saw an opportunity to reimagine the rider experience. That moment led to the launch of the Transit Ambassador program, a customer service initiative that continues to grow as the city prepares for the 2026 FIFA World Cup.
Since the program launched, Transit Ambassadors have supported some of the biggest events Atlanta has seen. From helping fans get from station to stadium during the Club World Cup to guiding thousands of concertgoers at shows throughout the year, MARTA’s Ambassadors have proven essential to successful event operations and customer support.
This Labor Day weekend, Transit Ambassadors will once again be out across the system, helping riders navigate busy stations and ensuring smooth trips during one of Atlanta’s busiest holiday weekends. It is another opportunity to showcase MARTA’s commitment to service and readiness for large-scale events.
What makes the program unique is that it is powered by MARTA team members from across the Authority. Employees sign up for shifts and step into stations to assist with fare machines, wayfinding, transfers, and questions from new and returning riders. It is a collaborative, system-wide effort that brings MARTA closer to the people it serves.
“This is one of the few programs where you’ll see someone from the executive office standing next to a customer at a faregate, walking them through how to tap in,” said Jon Gordon, Director of Customer Engagement. “It’s a shared effort that reflects our commitment to the rider experience.”
Transit Ambassadors most often help customers with purchasing Breeze cards, navigating stations, and resolving faregate issues. But what stands out most is their ability to reduce frustration and offer a personal connection that makes the system feel more accessible and supportive.
Customer feedback has played a key role in shaping the program. When riders raised concerns about ticket vending machines, Ambassadors were given complimentary tickets to quickly resolve the issue and keep lines moving. A new internal app now helps manage check-ins, log station issues, and coordinate assistance across the system in real time.
Looking ahead, MARTA aims to expand the Transit Ambassador program to offer daily coverage during peak hours, not just during major events. The goal is to ensure every rider feels supported, whether they are commuting to work, traveling to the airport, or heading to a global event.
With the 2026 FIFA World Cup on the horizon, the Transit Ambassador program stands as a key part of MARTA’s readiness plan. It has already proven its value during large-scale events, and it will be a vital piece of welcoming the world to Atlanta.
From station to stadium, MARTA is ready to deliver a transit experience built on service, support, and people power.
