For those flying out of DFW International Airport this week, prepare for traffic, crowded parking lots and pricey rideshares. If there’s a moment when travelers might consider an alternative way to get to the airport, it’s now. That’s why Dallas Area Rapid Transit shouldn’t let the holiday travel season pass without making its strongest pitch: Take the train to DFW.
Traveling to the airport is one of the most effective entry points to persuade people who don’t typically use DART to get on board. With the new Silver Line now connecting seven cities to Terminal B and the Orange Line ending at Terminal A, DART has a major opportunity to market itself as an affordable alternative to holiday gridlock.
DART’s $3 day pass is hard to beat compared to $32-a-day terminal parking or fees of $18 and $14 a day for parking in express and remote lots. For travelers who typically take an Uber or Lyft, prices can surge on busy travel days.
Depending on where you’re coming from, the train could be just as fast as driving. Silver Line trips to DFW range from about 15 minutes from Cypress Waters to roughly an hour from Shiloh Road in Plano. Anyone who has sat in Thanksgiving-week airport traffic knows that driving doesn’t always guarantee a quicker trip.
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But cost and time are only part of the story, and this is where DART needs to step up. Travelers won’t choose the train unless they are informed why it’s worth considering. DART must market its advantages, explain how the trip works and show travelers what to expect when they arrive, making the entire journey — from stepping off the train to clearing security to reaching the gate — as seamless as possible.
DART can do more to prepare riders for what happens after they disembark. That includes signage directing travelers from the train platform to the terminals, clear instructions about taking the elevator up to the security level and instructions for those flying out of another terminal who need to transfer to SkyLink, the light rail that connects the airport’s five terminals.
The agency recently announced it would spend nearly $17 million to improve security and safety. Travelers might currently avoid the train, thinking it’s unsafe or dirty, but if DART can commit to changing that perception, it might attract more first-time riders.
Some travelers won’t consider DART and will happily pay for a rideshare or drive themselves for the convenience and peace of mind, and that’s fine. The goal is to reach people who could take the train, like college students or travelers looking to save money, but haven’t yet been given a reason to try.
If DART can’t persuade people to take the train for a trip where it has a competitive advantage, then how will it attract new riders? This holiday season is more than a travel rush. It’s an opportunity DART can’t afford to waste.