Coast RTA's "Tap to Cap" Cashless Fare Payment Campaign

Target Audience: The program was meticulously designed to cater to a diverse array of commuters. Seasoned daily travelers, occasional public transport users, and tourists alike were considered in the development process. The system's ease of use and the universality of its application meant that it could effectively serve a broad spectrum of the community, regardless of age, tech-savviness, or frequency of travel.

Strategy Objective:In Myrtle Beach, a bustling coastal city known for its picturesque landscapes and vibrant city life, efficient and accessible public transportation is not just a convenience but a necessity. This necessity gave birth to Coast RTA's groundbreaking initiative, the "Tap to Cap" Cashless Fare Payment System, aiming to redefine the way residents and tourists experience public transportation.

Situation Challenge: The inception of the "Tap to Cap" program was driven by a need to streamline the commuting experience in Myrtle Beach. Recognizing that traditional fare collection methods were often cumbersome and slow, Coast RTA envisioned a system that would not only expedite the payment process but also make it more accessible and economical for all segments of the population. This vision materialized in the form of a cashless payment system, distinguished by its user-friendly interface and affordability.

Results Impact: Results The impact of the "Tap to Cap" program on the community was significant and multifaceted. Within the first six months of its launch, there was a notable increase in the rate of cashless transactions, with a 5% increase in cashless user rates, highlighting the public's readiness to embrace this new system. Moreover, by offering discounts for frequent users, Coast RTA not only fostered a sense of loyalty among its regular riders but also subtly encouraged a shift from private to public transport. This shift had broader implications, including reduced traffic congestion and lower carbon emissions, contributing to environmental sustainability.

Why Submit: The "Tap to Cap" program was submitted for the AdWheel Award to showcase its innovative approach in transforming public transit in Myrtle Beach. This system is not just a technological leap but a testament to Coast RTA's commitment to making public transportation a cornerstone of community connectivity. By successfully addressing the challenges of modern urban transit and presenting a scalable and replicable model, the "Tap to Cap" program stands as a beacon of innovation in public transport systems.