1. Flamingo Fares Tampa Bay
APTA Marketing & Communications Conference 2017
Cyndi Raskin-Schmitt, PSTA
Steve Rosenstock, HART

2. Background
Pinellas Suncoast Transit Authority (PSTA) partnered with Hillsborough Area Regional Transit (HART) as the two lead agencies developing regional fare collection for the Tampa Bay area.
This new system will allow riders in 6 participating transit systems to use one Smartcard and mobile app to pay their fares.
A “visual” app, valid on PSTA and HART only, was launched in September 2016 as a pilot in advance of the full program roll out.
Phase 2 Pilot adds additional fares types 3/12/17

3. Branding
Our goal with the logo was to design something that would be timeless, and would become iconic.
We wanted colors and messaging that were distinctive and appealing to a wide audience.

4. Promoting Flamingo

5. Promoting Flamingo

6. Smart Card Design
All of the promotions to date have been specifically for the pilot app. The fully-featured app, and the SmartCard are set for launch in 2018.

7. Driving Ridership
So far, nearly 1500 downloads and 14,000 rides between the two systems
Easy to use, makes it easier to ride
Regionalized fares because riders don’t care where jurisdictions change