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World Cup offers North American transit the chance to shine or be booed

For some North American rail and bus operators, the 2026 World Cup will be their biggest audition.

Some ground transportation companies are warming up for a new audience. With gasoline and airfare prices on the rise, long airport security lines, 104 World Cup games in 16 cities across four time zones, in the United States and Canada, they say that they want to win the hearts of this new audience.

Conan Cheung is the chief operations officer of LA Metro, which operates the public transport system in the Los Angeles area.

This event will show visitors from abroad that California is much more than a city with congested highways. Cheung added that it was also a means to encourage more Angelenos to use the growing public transportation system.

It's a demand that public transport advocates in the U.S.A. and Canada have made for years, especially where infrastructure is sparse on shared transit and residents are reluctant to give up their cars.

Transit providers can provide services to people who don't use transit every day, said Yonah Freimark, principal research associate of the Washington-based Urban Institute. Many World Cup fans from the U.S. and Canada don't use transit services on a regular basis.

Freemark said that the stakes for companies are high to provide a positive rider experience.

They should make sure the services are of high quality, and are not overly expensive. Because the people riding the transit agency will form an opinion about them -- and they have a chance to prove they can deliver a good service.

GROUND OPERATORS: TRICKY BALANCING Act

Many transportation operators are limited in capacity, and customers may not be able to find a seat on match days.

Fuel costs are on the rise and ground operators may need to pass some of these costs onto customers.

Freemark said that transit operators have to find a way to balance this. Freemark said that transit operators are trying to attract new customers, but they also want to avoid angering regular commuters who depend on the services.

FlixBus and its sister brand Greyhound offer World Cup fans the largest transport network in North America. The company said that it has seen a high demand for travel between the tournament cities. Some departures have already been sold out, while others are filling up quickly.

FlixBus has announced that it will be investing heavily in the latest technology and new buses ahead of the World Cup. It is also focused on ensuring buses arrive and depart on time.

What is important is that every Flix experience is a positive one. This is how we grow our business. This is an excellent opportunity", said Flix North American CEO Kai Boysan.

"We'll welcome all new customers, and we want to show them what a difference we've made and what an amazing experience they will have."

Travelers are 'looking for alternatives'

FlixBus believes that travelers might prefer buses to planes, as buses are a direct and more affordable way of getting between cities.

The cost of flying is increasing and airports are overcrowded. Travelers are looking for alternatives. "And there we are," said Boysan.

Not all options for ground transportation are affordable.

NJ Transit drew the attention they didn't want when it announced the $150 round-trip fare for the 30-minute ride from Manhattan to a stadium in New Jersey that will host eight games, including the final on July 19. This is a trip that usually costs less than $12.

NJ Transit says that it must cover an additional $48 million for crowd control, security and other World Cup-related costs.

NJ Transit, after much protest, reduced the fare from $80 to $98, claiming that it was able to find more advertising in order to cover their costs. A shuttle bus that ran the same route was reduced to $20, down from $80 originally. The host committee used local school buses for more seats.

The cost of a round-trip train ticket from Boston's city center to the stadium that will host seven World Cup games is $80 instead of the usual $20-30. A bus trip will cost $95.

U.S. Senator Chuck Schumer of New York, a Democrat, said FIFA should be doing more.

"Charging over 11 times the usual fare for a rail ride is a rip-off, plainly and simply." FIFA is "making billions" from this World Cup, said Schumer after the price of the train ride to New Jersey MetLife Stadium's original fare was announced.

The FIFA should pay for the trip, and not the New York fans."

FIFA said that high transit fares will push fans to find other ways to get to the stadium.

PHILADELPHIA IS OFFERING FREE RIDE HOME FROM MATCHES

Some local operators have not raised their prices.

"Our regular fare is $1.75 so people can pay that," said Cheung, LA Metro. "We will honor any discounts that we offer."

Airbnb, the sponsor of the six matches in Philadelphia, will provide a free ride back to their homes for fans who pay $2.90 to take the train.

Amtrak, the national railroad of the United States, said that it is preparing for fans traveling between cities to attend matches.

Amtrak's director of communications, W. Kyle Anderson said: "We are committed to operating a world class railroad... ensuring that our infrastructure is ready for new and returning customers." (Reporting from Toronto by Frank Pingue and Winnipeg by Ed White, Editing by Rosalba o'Brien).

(source: Reuters)