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Private operator Locomotive pitches free first- and last-mile shuttles funded by local advertising
Summary
Locomotive, a private shuttle operator, presented plans for electric, five-passenger shuttles to provide free rides in downtown Hamilton and between event destinations, funded primarily through advertising and interactive in-vehicle digital content; target launch is Q2 2025.
Locomotive representatives briefed Hamilton City Council on plans to operate electric five-passenger shuttles offering free rides in downtown Hamilton, the Spooky Nook event area and other activity centers; the company said it will fund services through on-vehicle and in-ride advertising.
Dustin Ward, chief executive officer of Locomotive, described the service as “your first and last mile solution,” and said the operator is targeting Friday, Saturday, Sunday and Thursday-evening service for Reverse Ridge concerts, plus special events. “We are your first and last mile solution,” Ward said. His partner, Devin Ward, described operations as flag-down initially, with future plans for an app and real-time tracking.
Locomotive said vehicles hold five passengers plus the driver and that the company plans a mix of exterior vehicle wraps, partial wraps and door-level advertising to accommodate businesses of different sizes. Inside the vehicles, an interactive iPad directory will display nearby businesses, menus and promotional content; riders can continue interacting with the directory after they leave the vehicle via QR code.
The company described partnerships already in place with downtown businesses and said it hopes hotels, restaurants, realtors, law firms and small retailers could use the platform to reach visitors and residents. Locomotive targeted a Q2 2025 go-live and invited council members to inspect the vehicle parked in the council parking garage after the meeting.
Why it matters: The service could change short-distance mobility patterns around downtown Hamilton and event venues and promises to promote local businesses through paid advertising; funding is private advertising revenue, not city general funds, as presented by Locomotive.
