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Islamorada council sets July 20 start for $2 Freebee rider fee after debate over outreach and contract terms
Summary
The council voted 4‑1 to begin a $2 per‑ride fee for the Freebee service on July 20, directing staff to notify the operator and asking for monthly reporting and a public dashboard; residents and alliance representatives urged clearer contract terms and marketing.
The Village of Islamorada council voted to implement a $2 per‑ride fee for the Freebee on‑demand rideshare service, setting the effective start date for Monday, July 20 after debate over outreach timing and contract language.
Village Manager Ron summarized the implementation plan the manager and Freebee proposed: in‑app pop‑ups and push notifications to riders, an email campaign and driver/community ambassador outreach. "So when you go on the Freebee app, it'll tell you that," Ron said, describing the operator's in‑app notice and customer‑support measures.
Residents and civic group members urged caution and clear contract guarantees before the fee begins. Jamie Engle said the $2 fee had been part of the RFP since March and argued residents should have more outreach before the change; she recommended an August 1 start date but said August 1 was acceptable if the council wanted more time. "In my opinion, the fee should start August 1. It should have started the day the contract was signed," Engle said.
Sue Miller of the Islamorada Community Alliance pressed for transparency about contract details and costs, noting the Freebee contract increased from $553,330 to $665,000 and that the village expects about $8,000 a month in fee revenue. She also questioned vehicle counts, holiday days off and how the village will verify net fee revenue and advertising credits.
Council members weighed starting the fee right away, giving a week for app notifications, or waiting until August 1. Staff said Freebee agreed to provide an advertising credit and that DOT review of the contract is ongoing; Freebee also agreed to supply a dashboard and monthly reporting. Councilors asked that the village and operator coordinate a public workshop to explain the dashboard and how to read ridership and revenue data.
A motion to implement the $2 rider fee on Monday, July 20 passed 4‑1, with Council member Deb Gillis recorded as opposed. Council directed the village manager to advise Freebee in writing and requested monthly performance reports and a public dashboard so residents can monitor ridership and revenue.
What happens next: the manager will send the notice to Freebee, the operator will push notifications through its app and the village expects revised invoices and monthly reporting to begin once the fee is active.
