Memphis Area Transit Authority

The Memphis Area Transit Authority (MATA) is the public transportation provider for Memphis, Tennessee. It is one of the largest transit providers in the state of Tennessee; MATA transports customers in the City of Memphis and parts of Shelby County on fixed-route buses, paratransit vehicles, demand-responsive service, and the MATA Trolley system. The system is managed by a seven-member policy board appointed by the mayor and approved by the Memphis City Council. In, the system had a ridership of.

Predecessors
In December 1960, the stakeholders of the privately-owned Memphis Transit Co (MTC), successor to the Memphis Street Railway Co, voted to sell the system to the City of Memphis due to high operating losses. The following month, the City issued bonds to complete the acquisition and purchase 40 new air-conditioned GM New Look buses for the newly formed Memphis Transit Authority (MTA). The MTC continued to manage the system, but a board of commissioners was appointed by the City to set fares, fix routes, buy equipment, and make contracts.

Over the next few years, MTA bought and sold buses to modernize its fleet. MTA continued to purchase buses from GM after finding demo Flxible New Look buses unsatisfactory due to issues with the air conditioning units. Despite the fleet improvements and increased service, ridership began to decline.

MATA
MATA was established by a city ordinance on May 13, 1975 to replace the MTA. The change increased the size of the board from three members to seven and gave the board the authority to hire a management firm to run the company. Purchasing power was transferred from the MTA purchasing department to a City purchasing agent. This change was made in part because of poor publicity due to decisions made by MTA manager Tom Evans and city chief administrative officer Clay Huddleston.

In 1981, MATA suffered from insufficient operating funds due cuts in federal and state subsidies and insufficient city funding. To make ends meet, MATA cut service and raised fares in September 1981 and again in April 1982. At the end of the year, MATA restored Sunday service and started an advertising campaign to restore its public image.

In 1983, MATA started operating MAN articulated buses to reduce personnel costs on busy routes. The lack of wheelchair accommodations was met with pushback from disabled riders.

In 1986, MATA board approved a plan to turn the declining Mid-America Mall (located on Main St.) into a transit mall, favoring running existing routes along it. However, due to pushback, the imitation-trolley shuttle bus and streetcar alternatives were chosen for further consideration. MATA began awarding construction contracts in 1991, and trolley operations began on April 29, 1993.

In 2004, MATA studied purchasing hybrid electric buses to reduce emissions and fuel consumption. MATA received their first Gillig hybrid buses in 2007 and piloted them on MATAplus service. By 2010, MATA bought 15 hybrid buses and planned to buy 12 more, bringing the total to 15% of their fleet.

Transit Vision
Development for the Memphis 3.0 Transit Vision started in 2017, in association with the Memphis 3.0 Comprehensive Plan. The process was split into three phases which surveyed the existing conditions of the network and city, contrasted the different options for transit networks, and created a draft recommended network for stakeholder feedback. The final report was completed in March 2019. It included both a short-term recommended network to be implemented in 2022 as well as a long-term network to be implemented by 2040.

In 2019, the U.S. DOT awarded MATA a $12 million grant to fund the design and construction of the Memphis Innovation Corridor. The final design consisted of an eight-mile BRT line running from downtown to the University of Memphis and using battery-electric buses. MATA received another $76 million in 2022 for purchasing the BRT busses and constructing maintenance and charging stations for them.

MATA received the first three battery buses in July 2023 and plans to purchase 40 additional buses by December 2024.

Bus service
As of August 2023, MATA operates 23 fixed-route bus routes. Most bus routes terminate at William Hudson Transit Center. On MATA's system map, bus routes are organized into three categories based on rush hour frequency: high frequency routes have 30-minute weekday frequency, medium frequency routes have 60-minute weekday frequency, and low frequency routes have greater than 60-minute weekday frequency.

In October 2023, the 36 Lamar, 50 Poplar, and 42 Crosstown bus routes had the highest ridership. The 28 Airport, 16 Southeast Circulator, 37 Perkins, and 34 Central & Walnut Grove routes had the lowest ridership.

MATA also operates a shuttle service to Liberty Park from downtown and the University of Memphis for the Southern Heritage Classic.

In the past, MATA's roster included AM General 40 ft. buses, RTS buses, Neoplan articulated buses, and NovaBus LFS buses. The LFS was MATA's preferred fleet of choice, having been used in its lineup from February 1980 until its retirement in April 2010, when the six remaining 1994 NovaBus versions were replaced with the Gillig Advantage Hybrids.

Today, MATA fixed-route fleet consists of diesel and diesel-electric Gillig Advantage Low Floor buses. These buses can hold 40 people seated and are equipped with bike racks, Wi-Fi, and a wheelchair ramp.

Trolley
Initially opened in 1993, the Main Street Trolley Line uses classic streetcars on a system that has grown to three routes: one along the riverfront, another serving Main Street in the heart of downtown Memphis, and an extension on Madison Avenue. The Madison Avenue line opened in 2004, as the initial stage of a light rail system that would connect downtown Memphis with the Memphis International Airport and eventually to regional transit service beyond the MATA service boundaries.

Service was replaced by buses after two trolleys caught fire in late 2013 and early 2014. After nearly four years, the Main Street Trolley Line was reinstated in 2018.

Currently, MATA offers trolley line services seven days a week. The Main Street Line operates trolleys with 12-minute headways throughout the day. The Riverfront Line and Madison Line operate buses with 40-minute and 30-minute headways respectively.

MATA has 5 operable trolleys, but only 4 are operated at a time.

MATAplus
MATAplus is a shared ride paratransit service designed to meet the transportation needs of persons with disabilities in the Memphis service area. The service covers the same area as the MATA bus system and operate during the same days and hours as the fixed-route bus system in the same area. The service area extends three-fourths (3/4) of a mile beyond the fixed-routes, which means that anywhere beyond the area mentioned can not qualify for MATAplus services. Two types of services are offered through MATAplus: Advance/Demand Response, which allows riders to book reservations in advance, and a subscription service that allows riders to use the service to take them to their destination and back.

On-demand service
Groove On-Demand is an on-demand service launched in February 2021. It is the successor to MATA and the Memphis Medical District Collaborative (MMDC)'s Route 500 commuter bus. The current service also includes the Downtown Memphis Commission as a major supporter. Groove serves Downtown, the Medical District, New Chicago, and President's Island. Groove operates using software from Via Transportation.

'''Ready! by MATA''' is an on-demand service launched in August 2021. It is a one-year pilot program that was implemented as a part of Transit Vision. Ready! serves three zones. Zone 1 covers the neighborhoods of Boxtown, Westwood, and Whitehaven. Zone 2 consists of Northaven and Frayser. Zone 3 is mostly in Cordova. Reservations works similarly to ride hailing services, but payments can be made through the GO901 app or in-person with cash. Fares are the same as fixed route buses. Ready! operates Monday-Saturday, 6am-7pm.

In October 2023, Groove served 11,105 riders. Ready! served 5,343 riders in SW Memphis, 2,248 in Northaven/Frayser, and 591 in Cordova.

Fares
MATA charges a flat fare for all trips. Since June 20, 2020, the full fare is $1 and the senior/disabled fare is $0.50. MATA also offers a Daily Fast Pass for $2 ($1 for seniors and disabled individuals), but hasn't offered 7-day or 31-day passes since the beginning of the COVID-19 pandemic. Up to three kids under 5 can board for free with fare-paying rider.

In September 2020 MATA launched GO901, a mobile fare app that allows users to purchase fares and day passes using debit and credit cards. In conjunction with the app, MATA started offering free WiFi on vehicles starting in December 2019.

On August 21, 2023 MATA launched the GO901 Smart Card, which are able to be refilled on the app or at kiosks and service counters at MATA's transit centers. The Smart Card only supports pay-as-you-go payment and can be set up to automatically refill itself.

Facilities
MATA administrative offices are on the 12th floor of One Commerce Square. In 2023, more space was leased for staff working on capital projects. The Trolley Operations and Maintenance facility is located at 547 North Main Street. The operations center and road vehicle maintenance facility are located at 1370 Levee Road. The facility was opened in 1981 and is located on top of an old garbage dump.

MATA also owns three transit centers, two of which have parking, and one park-and-ride lot. MATA also designates several malls as informal park-and-ride lots on its map.

Fixed route ridership
The ridership statistics shown here are of bus and streetcar fixed route services only and do not include demand response services.