CATS Launches Fare Ambassador Program

North Carolina’s Charlotte Area Transit System (CATS) has launched a fare ambassador program. Starting October 30, the agency is placing 60 fare ambassadors on one of its light rail lines, with the expectation to expand to other lines and buses. Ambassadors wearing blue shirts and yellow hats will check for valid fares and provide customer service, including guidance on fare payment, transfers, fare capping, and the CATS-Pass app.

“Fare ambassadors will play an important role in helping our customers navigate their fare experience while providing a welcoming, customer-focused presence across our system,” said Interim CATS CEO Brent Cagle. “This program is about ensuring fare validation, but it’s also about answering questions, providing guidance, and making it easier for everyone to understand their payment options as we continue to enforce fares across the system.”

Fare ambassadors are not security personnel. CATS says ambassadors:

• May request proof of valid fare on platforms and light rail vehicles.
• Can answer fare questions and help customers understand available and emerging payment options.
• Can provide wayfinding and general assistance for those using the system.
• Will explain fare requirements and next steps during an interaction.

Block by Block, which operates ambassador programs in public spaces and transit environments across the country, manages the program.

Learn more about transit ambassador programs from the 2024 Leadership APTA research capstone report: The Ambassador Effect: Turning Anecdotes into Data.