Brightline Unveils New Class Of Service, Including Zak The Baker In Lounge

Brightline is enhancing their service, making three classes now available for sale on all trains.

At the top tier, Select class is now offering enhanced service, and is priced at $30 between Miami and Fort Lauderdale or Fort Lauderdale and West Palm Beach, and $35 between Miami and West Palm Beach.

That fare includes unlimited snacks and beverages, including alcoholic beverages. In the morning, fresh pastries and breakfast items will be offered on the train, with a bento box in the afternoon and evening.

Passengers will also be access to a Select Lounge at all three stations. From opening to 11 a.m., the lounges will offer an unlimited complimentary breakfast spread with warm, freshly baked goods by Zak the Baker, fresh whole fruits, yogurt, fruit cups and daily freshly squeezed orange juice until 11 a.m. Between 11 a.m. and 3 p.m., guests traveling on Select will enjoy snacks and a self-serve wine and champagne station. After 3 p.m., Select Lounge guests can enjoy self-service beverage stations offering champagne, wine and beer, along with imported Italian charcuterie and cheese, and freshly-baked bread. Freshly brewed Illy coffee, assorted teas, soft drinks and bottled water are also available throughout the day. During the weekends, the lounges will feature special surprises for guests, like a mimosa or Bloody Mary station.

Two other classes are also being offered, including a new Smart+ service, which offers one complimentary snack and alcoholic beverage onboard per leg. Pricing is $25 per short segment and $30 per long segment. The economy Smart service is now priced at $20 per short segment and $25 per long segment.

 

 

 

 

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Anonymous
2 years ago

And they announced House of Mac at the Miami terminal 🙂

Anonymous
2 years ago

So we’re a few months in – I’ve taken and love the service and stations – it’s exceeded by expectations. Anyone take the service every week – do the trains have lots of people at rush hour or near empty?

Anonymous
2 years ago

I’ve ridden a about 10 times (departing from all three stations) and never seen the trains more than 25% full.

Anonymous
2 years ago

“That fare includes unlimited snacks and beverages, including alcoholic beverages.”

Well it’s a good thing I don’t commute between either of the three major cities, because I would bankrupt Brightline taking advantage of that.

Anonymous
2 years ago

Maybe these promotions will work but I doubt it. My experience on Brightline is limited (roughly 10 trips thus far) but it seems that only 10% – 20% of each train has been occupied. That experience is consistent with friends who have used the service. Frankly, I’d ride Brightline every day if it were affordable but at the current cost its much cheaper to drive and it takes less time as I commute against traffic. Running an empty train probably costs about as much as running a full one as I’d imagine most of the operating costs are fixed.

Perhaps providing a promotion targeted at commuters that is priced at a level comparable to the cost of driving that same trip (parking, gas, tolls, etc.) would be a better way to increase ridership.

Oh and they definitely need to do some extensive work on their app because it’s awful.

Anonymous
2 years ago

Completely agree. They would attract far more travelers, such as myself, if they lowered the price. I get it that traffic and sun pass of $12 going south justifies it but northbound sunpass is $2.00 and barely traffic. Paying $240/month to drive vs $400 for Brightline doesn’t justify. $400 to ride a 30 minute train Monday – Friday?

Anonymous
2 years ago

Is it still basically impossible to buy tickets online in advance? Their site only sold tickets within two weeks and when I asked here people said that you are expected to just buy your ticket at the station.

I think a lot more tourists would use it if they could buy tickets in advance. If they are staying in Miami but want to plan a few nights in Palm Beach, they probably want to know how they are getting there with all of their luggage.

People don’t tend to take inter-city trains on a whim.

Anonymous
2 years ago

This service on the trains alone is not going to be sustainable…it’s all about the associated real estate development.

Anonymous
2 years ago

I think what Brightline is learning is that the demand thus far has come from people who riding the rail because it’s enjoyable–not because it’s a time saver on commuting. I take it somewhat regularly to get up to Lauderdale or WPB if the trip is during rush hour. I can expense the trip to work, and I get to drink and relax instead of sitting in traffic. It’s not worth it during non-rush hour.

The business plan was always more about the real estate play than the trains themselves, but it does seem to me like they’re awfully empty for how much marketing/hype they’ve gotten.

Anonymous
2 years ago

Agree completely. That said, I would imagine the cost for running an empty train and a full train would be roughly the same. Why not have variable pricing to attract additional ridership for commuters (like $150/month vs the current $15 daily rate that has resulted in mostly vacant seats). The real estate (station retail, office buildings, etc.) is more valuable if it is in a more trafficked location. This would come with additional ridership. Seems like a win win.

Anonymous
2 years ago

It will get more traffic at the station when the “poor people” train starts running to it in 2019.

Anonymous
2 years ago

Plus you arrive at business meetings with beer on your breath which your clients really appreciate

Anonymous
8 months ago

Morons this train is for tourists to replace an airplane. not for your daily rat race lives. god you ppl are clueless

Anonymous
2 years ago

Maybe we can make that 30 minute trip to Fort Lauderdale cost $90 per rider if we add some belly dancers

Anonymous
2 years ago

come one, do we seriously need all of this? Can’t we just leave it to the two service levels they currently have without raising rates???

Anonymous
2 years ago

It seems like this is what a company does when they can’t make money on the core product and instead have to rely on all the extras.

Anonymous
2 years ago

The core product is real estate.

Omar Noble
2 years ago

This new tier could help subsidize cheaper commuter fares.

Anonymous
2 years ago

People in Miami are either stuck on the same old mundane stuff and ways, or very impatient.

Anonymous
2 years ago

The fares seem to be like the airlines …the quotes are always FROM $…