Source: City of Centennial

Fehr & Peers Assists
Go Centennial with Lyft-Off

Fehr & Peers worked closely with the City of Centennial’s Bloomberg Philanthropies-funded Innovation Team (i-team) to launch the Go Centennial pilot program. The program, the first in the nation to provide fully subsidized first- and last-mile ride-hailing, was a public-private partnership between the City of Centennial, Lyft, Conduent, Via, CH2M, and Denver South Transportation Management Association. Taking place from August 2016 through February 2017, it was designed to help travelers get between their origins/destinations and the Dry Creek light rail station in Centennial, Colorado.

In addition to providing no-fee ride-hailing service to users in Centennial, Go Centennial used an entirely new platform for seamless and accessible door-to-door transit planning through the Go Denver app that streamlines payment and systems integration. Go Centennial is a milestone program in the evolving relationship between ride-hailing companies and transit agencies. Our role has included advising the City and i-team on key issues including operations strategy, funding and monitoring. The results and lessons learned of this pilot program can be found below.


Our Role


Develop the program’s Operations Plan

Conduct thorough research to define optimal service area and hours of operation


Perform a Return on Investment (ROI) analysis for the program

Completed both qualitative and quantitative assessments of the results and developed recommendations for program refinements.


Advise Centennial City Council on issues such as funding

Pilot Program Results

1,302 total trips over six months for 127 different riders (average 217 trips per month)
Ridership was lower than expected, but attributed to the short timeframe of initial operation and relatively small service area.

The average cost per trip of the Go Centennial pilot was approximately $47, not including some administrative, planning and marketing costs. Most trips were hailed through Lyft at an average cost of $4.70 per trip. Go Centennial also offered ADA-accessible service at a cost of $26.50 per hour during the duration of the program which increased the overall cost per trip. These trip costs suggest that for such service to be cost-effective, ridership has to be high and the service area needs to be carefully defined to efficiently meet ADA equivalency requirements.

69% of riders used the service a second time, with a median of 4 days between their first and second use.

There was an average of only 8.5 calls/month to the concierge service with questions or troubleshooting of the program. Half of those calls came in the first month.

Go Centennial service was on-demand. Once a passenger requested a ride, the average wait time was 5.25 minutes. Passengers on Go Centennial didn’t need to have an advanced reservation or arrange their trip around scheduled departures.

Overall, the Go Centennial pilot provides a strong addition to the world’s body of knowledge on increasingly-popular public-private partnerships between cities, transit agencies, and transportation network companies. Centennial City Council unanimously considers the service to be highly successful and have formed a subcommittee that is currently evaluating an expansion of the program on a regional scale.

Go Centennial riders provided the following comments in a user survey:

This is an absolutely fantastic service. Whenever I travel, I get to brag that I’m from Centennial and we’ve got one of the most progressive transportation systems in the country.

I loved the Go Centennial service. I am unable to drive due to a health condition and the Go Centennial service allowed me to have easier access to the light rail to get to places downtown and beyond.

Go Centennial is great, and I feel proud to live in a community that pursues smart, innovative programs like it.

This was so great and would love to see this implemented indefinitely. Got us paying for light rail and met some great people carpooling to and from the Dry Creek Station. Great idea!!!

This service saved our family this fall as we had to downsize to one car and rely on light rail for the commute to downtown.

Recommendations for Future Programs


Integrate with the transit agency


Provide an ADA service that operates under a TNC platform to optimize use of wheelchair accessible vehicles


Formalize pick-up and drop-off locations


Market the program extensively and be patient while prospective riders adapt to the new program


Create a platform that seamlessly integrates TNC ride requests, ADA service, transit schedules and payment


Designate an intuitive and well-researched service area and hours

Lessons Learned for Other Regions

The Go Centennial program expanded travel options and made light rail use a more viable and appealing option for many Centennial residents, visitors and employees. We took a data-driven approach to operations planning and monitoring to identify critical factors needed to expand the program to other service areas in the region as well as for long-term implementation in Centennial. These lessons also apply to many regions across the country and offer valuable guidance to cities and agencies wishing to develop similar programs. Fehr & Peers’ work with Centennial is setting the stage for more cost-effective and efficient solutions to the first- and last-mile challenge.


WTS Colorado Award for Small Innovative Solution of the Year

In the news:

Get in touch:


Are you interested in developing a similar type of program for your community?


Have you been working to overcome barriers to accessing transit?


Would you like to review more of the report presented to Centennial City Council to learn more?


We are ready to help you think through these questions, and determine market readiness and feasibility in your community through a data-driven, objective approach.