truthseekersjournal
By Milton Kirby | Atlanta, GA | August 27, 2025
As Labor Day weekend approaches, MARTA is once again deploying its Transit Ambassadors across the rail and bus system to help guide travelers through one of Atlanta’s busiest holiday weekends. The program, which began in the lead-up to Super Bowl LIII in 2019, has grown into a cornerstone of MARTA’s customer service strategy.
The Transit Ambassador Program was born out of necessity during Atlanta’s hosting duties for the Super Bowl. With more than half a million fans navigating the city, MARTA saw an opportunity to reimagine how it welcomed riders. Staff members from across the Authority stepped into stations to offer directions, assist with Breeze cards, and provide a human connection that technology alone could not deliver. This personal touch, often missing in large transit systems, has been a key to the program’s success.
Since its inception, Transit Ambassadors have been a fixture at major events. They have guided fans during international soccer tournaments, eased congestion at concerts in State Farm Arena and Mercedes-Benz Stadium, and offered reassurance to new riders during peak travel times.
“This is one of the few programs where you’ll see someone from the executive office standing next to a customer at a faregate, walking them through how to tap in,” said Jon Gordon, MARTA’s Director of Customer Engagement. “It’s a shared effort that reflects our commitment to the rider experience.”
The program stands out because it is powered by MARTA employees themselves. From finance and administration to operations and communications, staffers volunteer for shifts to serve as Ambassadors. They are equipped to troubleshoot faregate issues, guide customers through transfers, and provide quick fixes when ticket vending machines malfunction. In some cases, Ambassadors even carry complimentary tickets to keep riders moving during bottlenecks.
During the recent safety briefing at Chamblee Station, I experienced my own confusion as well as that among riders when no attendants or Ambassadors were on hand to assist. In such situations, attendants and Ambassadors play a crucial role in solving problems, guiding riders through safety procedures, providing reassurance, and ensuring a smooth flow of operations.
Although MARTA showcased its Real-Time Crime Center and Emergency Operations Center — complete with motorcycles, an armored vehicle, and drones — the lack of direct rider support left some passengers struggling at faregates and ticket vending machines.
As I wrote in The Truth Seekers Journal’s coverage of that event, MARTA is generally a safe and reliable system. Still, moments like this remind us that a missing attendant or Ambassador can leave first-time or casual riders with the impression of poor operating standards.
MARTA officials have said the long-term goal is to expand Ambassador coverage beyond major events, precisely to avoid gaps like these.
Rider feedback has helped refine the program. A recently introduced internal app allows Ambassadors to check in at stations, log issues in real time, and coordinate responses more effectively. The combination of technology and human interaction has not only made Atlanta’s transit system more accessible, but also reassured riders that their concerns are being addressed in real time.
Looking ahead, MARTA is considering expanding the program beyond special events. Plans are underway to provide Ambassador coverage during daily peak hours, ensuring regular commuters benefit from the same level of personal assistance as travelers heading to major sporting events or concerts. This expansion aims to fill the gaps in rider support and enhance the overall transit experience.
The timing is crucial. In less than a year, Atlanta will host matches for the 2026 FIFA World Cup, an event expected to draw hundreds of thousands of international visitors. MARTA leadership sees the Ambassador program as central to its readiness plan.
“This is about more than just moving people,” Gordon said. “It’s about making them feel welcome, confident, and connected to the city.”
This Labor Day, MARTA Ambassadors will be on the ground once again — in stations, at faregates, and on platforms — helping riders reach their destinations smoothly. It is a reminder that Atlanta’s transit system is not just about trains and buses, but about the people who power them.
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