After a much-anticipated wait, Brightline has rolled out its revamped commuter passes with a significant price increase, a move that has left many commuters disappointed. The new Brightline Passes, launched on Tuesday, introduce a multi-ride option that the company claims will offer “more flexibility — and more value.” Despite this, the reception among frequent travelers has been less than enthusiastic, as noted by Miami New Times.
The updated pass structure is a stark contrast to the company’s earlier offerings, which were discontinued due to high demand and capacity issues. Now available are 40-ride packages, which range from $299 for Miami to Aventura, up to $899 for a broader range including West Palm Beach. A 10-ride pack starts at $239, with another 10-ride option allowing travel between Orlando and all South Florida stations for $799—valid for 60 days. Despite their steep prices, these passes aim to quickly revolutionize how regular commuters manage and plan their travels.
Brightline’s strategy seems to emphasize reliability and the appeal of modernity in transportation. “Whether it’s for weekday commutes or weekend escapes, the new Brightline Passes offer a reliable, modern ride with a fixed-rate fare to get frequent travelers where they need to go,” said Barbara Drahl, Brightline’s senior vice president of marketing and commercial strategy, in a press release that was cited by the Sun Sentinel…