Highland Park’s microtransit service has picked up speed — along with more than 100 riders — since launching on May 13. But officials are still working to ensure that all potential passengers know they have a seat in the town’s new rides.
Highland Park Department of Public Safety Lt. Lance Koppa said four vehicles serve the town’s new transit program, of which two are paratransit capable.
As of June 2, 595 trips had been completed using the Highland Park On-Demand service and 479 accounts had been created for the app, according to Letecia McNatt, Highland Park Director of Policy Development and Strategic Initiatives. McNatt added that the service also had six active paratransit riders as of June 2.
Town officials say they’re still working to raise awareness of the new transit service. Efforts include English-and Spanish-language signage advertising Highland Park On-Demand, particularly along Preston Road near where DART buses previously stopped. The town had faced criticism after reports that initial signage did not include information in Spanish.
Some employees in Highland Park shopping centers said on June 4 that they weren’t yet using Highland Park On-Demand.
Employees at Sadelle’s in Highland Park Village and Barsotti’s in the Shops of Highland Park said they hadn’t heard of the new service.
A manager at Mi Cocina in Highland Park Village had the Highland Park On-Demand app on his phone but said he was unaware of its service area.
The manager at Mi Cocina and another manager at Honor Bar in Highland Park Village both said most employees wouldn’t need a replacement for DART. They primarily drive to an employee parking area, then use a pre-existing shuttle service to commute to the restaurants where they work.
An employee of Coupe’s in the Shops of Highland Park said she knew of a few people who have had to change their transportation plans since town voters opted out of DART.
About 70% of Highland Park voters favored exiting the Dallas Area Rapid Transit (DART) system in a May 2 special election. Meanwhile, University Park voters opted to remain part of DART.
The Highland Park Town Council began planning for an exit before voters made their choice. By May 2, the council had already approved a budget amendment to fund the program in partnership with Via Transportation. The Highland Park On-Demand service launched after the vote was canvassed in Highland Park on May 13.
“The commitment from the team, both within the town specifically and the Via support team, has been to ensure continuity of service remains,” McNatt said.
She said the town will continue collecting data about the rollout of the new system and how it is being used. Some riders have already reported using Highland Park On-Demand to commute to work, school, or appointments.
Author
