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One Ride at a Time: Santa Cruz METRO's Integrated Ticketing Journey
Faced with an obsolete cash collection system and one-time infusion of funding from the State, Santa Cruz METRO is taking a multi-pronged approach to serving the fare payment needs of its riders. METRO rider segments include students, social housing tenants, commuters, and everyday riders — including many persons living in disadvantaged communities (DACs). Identifying the best solution for each segment requires a thoughtful, inclusive approach that accounts for riders’ varying needs, resources, and access to technology.
