Public transit systems across the U.S. are facing a pivotal moment: escalating costs of car ownership including fuel, regular maintenance and parking fees are reshaping how many Americans think about mobility, creating both an opportunity and a challenge for transit agencies.
At Transit Authority of Northern Kentucky (TANK) – which serves Boone, Campbell and Kenton counties in Kentucky, as well as downtown Cincinnati, Ohio – we are focused on strengthening customer relationships through initiatives designed to reward loyalty while making commuting simpler and more affordable for passengers.
In March 2025, we launched our Rider Rewards program, designed to incentivize ridership while capturing customer feedback. Through the Transit app, riders can earn points by completing surveys and taking trips. Participants can accumulate up to 75 points twice per week, with points redeemable for mobile bus passes or gift cards to select retailers once they reach 400. By linking incentives with feedback, the program establishes a continuous loop that helps TANK better understand rider preferences while encouraging repeat trips. Over its first year, nearly 1,000 unique users participated in Rider Rewards, with more than 50,000-point redemptions, demonstrating strong engagement and meaningful savings for riders.
Similarly, Tap & Save, a fare-capping program, launched in July 2025. The program allows riders to pay as they go, eliminating the need to purchase daily or monthly passes in advance. Riders can load funds onto their EZfare account through the Transit app or use an EZfare smart card, then simply tap to board. The system automatically tracks fare usage and ensures riders never pay more than the lowest possible price, applying daily and monthly caps to maximize savings.
For fixed-route services, fares are capped at $4 per day or $70 per month. Once riders reach the cap, all additional trips within that period are free.
Since the launch of Tap & Save last year, reduced fare programs for military and seniors have been integrated into the platform. Passengers enrolled in reduced fare programs can now receive applicable discounts directly through the app and via Account-Based Ticketing (ABT). By embedding eligibility within user accounts, the system automatically recognizes and applies discounts at the point of payment, streamlining the experience and improving ease of use.
As more Americans feel the economic impact of car ownership, programs that make public transit more accessible are essential. Initiatives like Rider Rewards and Tap & Save help riders see public transit not just as an alternative, but as a smart choice.
To learn more about TANK and our programs, visit tankbus.org.
