Elmhurst council approves 2026 Explore Elmhurst trolley program after debate over holiday service cut

The Elmhurst City Council voted Feb. 17 to approve the 2026 Explore Elmhurst trolley program, adopting the Public Affairs & Safety Committee recommendation to continue the summer, Rock‑the‑Block and winter trolley services operated by Ares Charter Transportation at an amount not to exceed $79,810.50.

Alderman Michael Brennan, chair of the Public Affairs & Safety Committee, summarized the committee’s analysis: 2025 total trolley ridership was 20,618 rides; the city sold 24 advertising slots that generated about $24,000 in net revenue; and committee staff recommended modest hour reductions for cost savings while maintaining core service and special event coverage. Brennan said the committee used hourly ridership data and community surveys (488 respondents to a targeted household survey) to shape the 2026 schedule.

During debate, Alderman Brandon Bridal moved to amend the report by removing the holiday "Holly" trolley portion — a proposed savings of roughly $9,143.75. Proponents of the amendment pointed to holiday ridership declines, weather sensitivity and the program’s modest budgetary impact relative to overall city finances. Opponents said the Holly trolley contributes to community ambiance, supports small businesses during the holiday shopping season and provides value that is not fully captured in per‑ride revenue calculations.

The amendment to eliminate the Holly trolley failed on a 10‑4 roll call. Council then voted on the committee’s report as written; that motion passed 11‑3. Several aldermen asked staff to gather better data on business impacts and equitable access to stops as the city plans 2027 decisions.

Budget and revenue context: Brennan said the trolley program is about $20,000 under an approved operational budget of $100,000 and that last year’s advertising revenue was approximately $24,000, which flows to the general fund. Council members discussed whether hotel/motel tax receipts are sufficient to support the trolley and noted the city budget context and existing use of reserves for one‑time balancing.

What happens next: The council approved the program for 2026; staff will continue community outreach and business‑district engagement and the committee asked for additional data on ridership patterns and possible measurement of business impact for future seasons.

Representative quotes from the meeting included Alderman Brennan's summary: "We took a deep dive on an hourly basis across the summer and winter programs, that led us to these recommendations." Alderman Virgil, supporting the Holly trolley cut, said the per‑ride return to the city is small relative to cost: "In order to actually get a return on that, those individual riders would have to be spending hundreds of dollars per person."