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CARTA's Challenge: Getting People to Ride

292 views · Published 27 March 2014 · 2:11 · Indexed 20 September 2026

Channel: WTVC NewsChannel 9 · 2014 · News & Politics

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CARTA officials are the first to admit that they have a major image issue.  Executive Director, Lisa Maragnano, says I just think CARTA hasn't told it's story very well.CARTA has been a staple in Chattanooga since 1973, but somewhere along the way CARTA officials say their story and image began to run off the road.Manager of Communications, Veronica Peebles, tells us sometimes that stigma comes into the fact that the bus is so not convienent. It's so not for me because I have a car. I don't need public transit.You try to change that. Everybody thinks that's it's just the folks that are transit dependent that ride. But it's not, says Maragnano. So we hit the streets to learn more about that public perception, but while CARTA is focusing on image issues, riders say the lack of routes is fueling their frustration.But, this executive team says they already have a plan in motion to put the expansions on the map- they call it the 2040 initiative. This plan could put railway and buslines into North Georgia and possibly even East Ridge and the Middle Valley. A lot of those areas we had service in back in the 80s and then with budget cuts and everything that's one of the first areas that was cut, says Maragnano.While stereotypes make this executive team cringe, they tell us that changing people's behavior is the key to getting that bus back on the road. I think a lot of it is education. I don't people understand the value of what public transportation and what multi-modial transportation can offer, adds Maragnano.We are working very, very hard to make it better. There's always enhancements to be made, says Peebles.While expansion is in the works, CARTA says approval of a expansion means residents will have to pay their fare share.  If people want to be a part of the CARTA community they have to vote to be a member of the authority and  pay an assesment fee.by Mikaya Thurmondmailto:[email protected]

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