Case Study: COTA Plus expands coverage and multiplies ridership with Via's on-demand microtransit

Combining public transportation and technology to make a city smarter

COTA Plus, operated by the Central Ohio Transit Authority, faced the challenge of expanding transit coverage and improving service efficiency by replacing and connecting underused fixed routes and providing first‑and‑last‑mile options during the COVID‑19 era. In July 2019 they partnered with Via to launch a microtransit/on‑demand service (including Via’s first fully on‑demand bus in the U.S.), offering point‑to‑point trips bookable via mobile app or phone.

Via implemented multiple on‑demand zones and integrated them with the fixed‑route network after consulting Via’s Strategy team, adding 19 route connections and free transfers when connecting to fixed service. The impact: ridership grew nearly 4x from Dec 2019 to Dec 2020, more than 5,000 riders completed over 18,000 rides, average wait times dropped to 12 minutes, 96% of riders rated the service 5/5, 83% of fixed routes now connect to on‑demand, and service coverage increased 13x.

COTA Plus

Joanna Pinkerton

Chief Executive Officer