Jacksonville’s transit agency slashed fares to lure residents back onto buses, but two months into a six‑month pilot riders are not exactly rushing the doors. Fixed‑route services logged tens of thousands fewer trips in February and March even as the Jacksonville Transportation Authority tightens its budget and trims staff.
Ridership on fixed routes with reduced fares fell in February and March 2026 by about 18.3% (27,042 riders) and 10% (15,272 riders), respectively, compared with the same months in 2025, according to the Jax Daily Record. The outlet reports non‑NAVI totals of 120,861 riders in February and 138,720 in March, and notes that JTA cut non‑NAVI fares beginning Feb. 1 while making downtown NAVI shuttles fare‑free in mid‑December.
JTA Expected Lower Prices To Bring Riders Back
The JTA board approved a six‑month fare‑reduction pilot meant to make transit more affordable and to see whether lower prices would spark a ridership rebound. In a press release, JTA CEO Nat Ford said, “This fare decrease pilot reflects our commitment to putting our community first,” and the agency framed the move as a data‑driven test to measure how pricing affects ridership, according to JTA.
Budget Shortfall Forcing Cuts And Layoffs
The early ridership slump is landing at a bad time for the agency’s bottom line. JTA told City Council members its revenue has underperformed expectations by about $14.2 million so far in fiscal 2026, with passenger fares and sales‑tax receipts both trailing projections, according to News4JAX. To close the gap JTA has cut salaries and other spending; reporting in the Florida Times‑Union said 31 administrative positions were eliminated and senior staff faced pay reductions.
NAVI’s Slow Start Complicates The Math
The downtown NAVI autonomous shuttle, one of the most visible centerpieces of JTA’s recent rollout, has seen modest ridership since fares were first introduced and then removed. JTA reported NAVI trips of 447 in December, then 1,065 in January, 1,385 in February and 1,075 in March, with March averaging roughly 49 riders a day, figures reported by the Jax Daily Record. The first phase of NAVI cost about $65 million, and the agency has said it hopes the service will average roughly 280 riders a day by 2035, a long‑range target that highlights how far current use lags expectations…