Brightline, the higher speed rail line serving South and Central Florida, made good on its promise Friday to create a new rider loyalty program after pulling the plug on a once popular menu of discount commuter passes last year.
“Our guests have always been at the center of everything we do, and Brightline Rewards is the next step in recognizing their loyalty,” said Patrick Goddard, chief executive officer of Brightline Florida. “This program rewards all members with valuable perks and an even more personalized travel experience. It’s not just about earning points, it’s about deepening the connection with our guests as we continue to grow.”
The company unveiled the program Friday morning with the help of South and Central Florida tourism officials at its showcase MiamiCentral station in downtown Miami.
Management, according to a February financial report, estimates the program “will help us generate an incremtnal 15,000 riders per month.” In February, the company said its trains carried more than 247,000 riders for the month, a year-over-year increase of 28%.
Brightline, which started in 2018 as a three-city commuter line serving West Palm Beach, Fort Lauderdale and Miami, eliminated a popular pass program last June 1 as the company focused on providing more seats for the railroad’s longer-haul 235-mile run between South Florida and the Orlando International Airport.
Commuter passes dubbed All Station Shared Pass, SoFlo Shared Pass, and SoFlo Solo Pass all disappeared, much to the chagrin of repeat riders who used the train service to reach their jobs in West Palm Beach, Boca Raton, Fort Lauderdale and Miami. The company also serves Aventura in northern Miami-Dade County.
How it works
In a statement, Brightline said customers can sign up for the new rewards program by creating a Brightline account or by logging in to their existing ones.
“Once enrolled, members earn points on qualifying purchases made through the Brightline app or GoBrightline.com. Members earn points on all qualifying purchases and can use them toward train tickets, Premium class upgrades, parking, baggage, and more,” the statement said,
“There are no point minimums to redeem, no blackout dates, and no hidden rules, so members can unlock value from their very first ride,” the company added.
Program members can also gain early access to sales, announcements, and events, as well as “member-only exclusives.”
Sweepstakes aids kickoff
The company is creating a million-point giveaway as an incentive to join.
Those who enroll by May 30 will be automatically entered to win points in increments ranging from 500 to 100,000.
Entrants can also access the pool of 1 million points through a so-called “traveling wall” that will make its way to each Brightline station by April 14. The wall will contain envelopes bearing rewards that include up to 500 points as well as food and beverage discounts.
For more information or to enroll, visit GoBrightline.com/rewards.
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