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Study shows Madera riders shifting to on‑demand services; council seeks equity safeguards

Madera City Council · February 19, 2026

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Summary

A FlexLinks study presented May options for on‑demand microtransit to supplement or replace low‑performing bus segments. Council members supported exploring microtransit for some markets but emphasized protecting transit‑dependent riders and increasing outreach and language access.

City consultants presented a microtransit feasibility study at the Feb. 18 meeting showing tradeoffs between coverage and frequency in Madera’s transit network and a recent shift toward on‑demand Dial‑A‑Ride use after a booking app was introduced. "We're exploring new transit service types like on demand microtransit," Steve Wilkes of FlexLinks told the council, describing microtransit as an app‑driven shared‑ride model that could operate citywide or in targeted areas.

Wilkes summarized outreach and modeling: phase‑1 surveys (general community, high school students and community college) plus street outreach identified primary barriers—first/last‑mile access, lack of awareness of services and low frequency—and showed Dial‑A‑Ride ridership rising after an app rollout while some fixed‑route trips declined. Fixed routes provide coverage but low frequency (30‑ to 60‑minute headways), and consultants proposed scenarios ranging from partial microtransit replacements for underperforming route segments to full on‑demand conversions.

Council members pushed back on wholesale removal of buses. Council member Evans said many residents in District 4 rely on fixed routes for work, school and essential trips and warned that not everyone can afford ride‑hail alternatives. Mayor Pro Tem Zachariah and Council member Rodriguez said microtransit could be more responsive and cost‑effective for some markets and urged testing targeted pilots rather than an immediate systemwide conversion. The grants manager confirmed outreach materials and surveys are available in English and Spanish.

No service changes were adopted; staff will incorporate community feedback and return with refined alternatives and a recommended implementation strategy that balances frequency, coverage and equity.