Bloomington expanding public transit with on-demand service in areas with few buses

Bloomington Transit is trying something new to improve access to public transportation across the city. The on-demand “microtransit” system launching next month will help riders get to, within and out of Bloomington’s downtown, east and north sides for just $2.

“BLink is an innovative microtransit program designed to enhance mobility options by providing flexible, on-demand transportation services in three distinct zones within the city,” said John Connell, general manager of Bloomington Transit (BT). “The program is aimed at improving access to the fixed-route public transit system by serving areas which are currently underserved.”

How does the BLink microtransit system work?

Starting July 15, the microtransit service, called BLink, will allow riders to hail on-demand rides from their nearest “pickup point” to one of 150 designated spots across the three service zones – downtown, east and north – for a flat rate of $2 per rider.

BT’s microtransit system “BLink” is essentially a hybrid form of on-demand transit similar to Uber or Lyft.

Using a mobile app, currently being developed by the software company RideCo (which developed Philadelphia’s microtransit app), riders can request a ride either within a zone or between two zones.

Users will input their pickup and drop-off location on the app and be directed to the nearest pickup spot. Riders can choose a destination in a different zone or get dropped off at a bus stop in the same zone they were picked up in, called a transfer point.

Downtown's transfer point is the Kroger on South College Avenue. North's transfer point is the Kroger off North Kinser Pike. East's transfer point is on East Hagan Street behind the Day & Deremiah-Frye Funeral Home on Third Street.

Unlike Uber or Lyft, BLink will offer rides at a flat rate of $2 per rider, which can be paid via cash, the mobile app Token Transit, or through the upcoming BLink app.

Where can BLink rides be requested?

BLink’s “Phase 1” will launch in July with service between three non-contiguous zones, Downtown, East and North.

Downtown approximately comprises the areas of Elm Heights, the west side of IU's campus and Maple Heights. East covers College Mall and many of the neighborhoods southwest of it, including Hoosier Acres and Renwick. North roughly stretches from North Kinser Pike southeast towards Matlock Heights, and includes the west side of Griffy Lake.

Riders on BLink could, for example, travel from the Boys and Girls Club on Third Street to College Mall, or from Griffy Lake to City Hall.

BT has said it will evaluate the ridership demand and efficiency of BLink during Phase 1, which is expected to last approximately six months. Shelley Strimaitis, BT's planning and special projects manager, says BT hopes to expand to either new zones or hours of availability after Phase 1.

What hours will BLink operate?

Following its public launch on July 15, the service will be available from 6 a.m. to 7 p.m. Monday through Friday.

The BLink app will also integrate with BT’s Late Nite voucher program. That program allows riders to pay a $2 flat fee for Uber and Lyft fares up to $12 within the “blue zone” that extends a quarter mile from BT’s fixed-service routes from 9 p.m. to midnight on Monday through Friday.

How big will the BLink fleet be?

BLink’s fleet will be integrated with BT Access – BT’s transportation service for people with disabilities – to provide a total of 11 minibuses and three minivans. Connell said three additional minibuses are on order and expected to be delivered in late September.

All vehicles in the fleet are ADA accessible. Connell said BT is also hiring more drivers, with pay starting at $19.51 an hour with a top rate of $26.15 an hour.

When will BLink be available?

The service launches publicly on July 15, but will be available for existing users of BT Access starting June 19. BT said the BLink app should be available no later than June 19.

Reach Brian Rosenzweig atbrian@heraldt.com. Follow him on Twitter/X at@brianwritesnews.