Hillsborough Area Regional Transportation says it is phasing out its regular paper fare cards as a way to make the boarding process faster and more efficient.

Now, HART will spend the next few months making sure users understand the change.

Starting January 5, passengers will need to purchase a Flamingo Fares card or download the app on their phone and load it with money.

Buses will also continue to accept cash payments and tap-to-pay credit and debit cards.

Jacqueline Halldow, HART’s chief administrative officer, says the agency is launching a “Flock to Flamingo” marketing campaign for the rest of the year to reach as many riders as possible.

“We’re really going to spend the next week on social media and at transit centers distributing information about what a Flamingo card is,” Halldow said. “But this shouldn’t be new to customers. Flamingo cards have been in the system for about four years.” “.

HART staff conducted a rate equity analysis to determine some of the issues that could arise from a change in the rate process.

They received 67 comments online and at HART board meetings, with some of the main concerns being:

• Lack of places to buy Flamingo Fare cards
• Some people don’t have a bank account, credit card or smartphone
• People can have difficulties with technology.

Halldow says they will focus on educating customers who might face problems with the change.

“We’re going to reach those customers who may be underbanked, low-income people and seniors,” Halldow said. “A lot of seniors have expressed concerns about the technology, so we will go directly to senior centers and community centers and do trainings.” “.

Other outreach strategies, according to Halldow, include giveaways, email blasts, advertising at transit and transfer centers, and more.

HART officials say there will be a grace period in January where riders will still be able to use their paper fare cards before the final change.

Officials will also consider changes to bus fare prices at a meeting later this year.