Why does Valley Metro promote the use of fare cards?

Valley Metro promotes the use of fare cards primarily to streamline the boarding process and improve efficiency. Fare cards allow for quicker access to trains and buses, reducing the time spent on transactions at the point of entry. When riders use fare cards, it minimizes delays caused by cash handling, as drivers or fare inspectors do not have to make change or process cash payments. This can enhance the overall travel experience for passengers by allowing for smoother and faster boarding, which is especially important during peak travel times when swift passenger movement is crucial.

Additionally, the use of fare cards can help in better managing ridership data, which can assist in improving service delivery and planning. While fare cards may also be associated with loyalty programs and other benefits, the primary objective remains focused on enhancing operational efficiency.