ICTC to open IVT Ride microtransit to public, add mobile app and expanded hours starting Sept. 2, ICTC director says

The Imperial County Transportation Commission will expand and rebrand its IVT Ride dial‑a‑ride service as a public microtransit option named IVT Ride Now, and aims to begin operating the new service on Sept. 2, the agency’s executive director told the El Centro City Council on July 8.

David Aguirre, executive director of the Imperial County Transportation Commission (ICTC), said the service — today reserved for seniors and people with disabilities — will keep its current ADA features while adding a mobile application for trip booking and payment, unified fares across jurisdictions, weekend service and the option for the general public to request rides through the app.

"The primary objective is to enhance the service levels by ensuring sustainability for the service and the benefit of the community it serves," Aguirre said during his presentation. He described IVT Ride Now as an "Uber‑type" app that will show available vehicles and estimated pick‑up windows, with a target pick‑up window of roughly 30 minutes and opportunities for shared rides when trip paths overlap.

Current conditions and proposed changes

- Today: IVT Ride operates as a senior/disabled dial‑a‑ride in separate city zones (Brawley, Calexico, West Shores, and an El Centro–Heber–Imperial corridor). Each jurisdiction has different hours and fares; El Centro fares were described in the presentation as $1.25 per trip. - Proposed: Unified service hours (Mon–Fri 6 a.m.–6 p.m.; Sat–Sun 7 a.m.–2 p.m.), a mobile app for booking and in‑app payment, an opening of service to the general public (while retaining lower fares for seniors and persons with disabilities, with an anticipated senior fare of $1), and continued phone dispatch for riders who need help with reservations.

Aguirre said dispatch and customer‑service options will remain for riders who cannot use the app and that outreach will target senior housing, nutrition sites and social service providers. He said IVT Ride Now will keep ADA‑equipped vehicles and allow personal care attendants to ride with customers.

ICTC staff also told council members they plan signage and vehicle decals, installation of onboard tablets for routing, and an advertising and outreach program prior to launch. A public hearing on the transition will be held the week following the presentation, ICTC staff said.

Council response and next steps

Council members expressed support, noting the potential to reduce taxi costs for riders and improve on‑demand service in underserved areas. Aguirre said the service will continue to accept phone reservations for people who need assistance and that ICTC will continue in‑person outreach to educate seniors about the app.

ICTC provided a website reference during the meeting (ivtride.com) and said more outreach and demonstrations will follow ahead of the Sept. 2 start date.