Breeze Card

Breeze Card
Company type	Stored-value smart card
Industry	Public transportation fare collection
Founded	October 2006; 20 years ago
Founder	Metropolitan Atlanta Rapid Transit Authority (MARTA)
Headquarters	Atlanta, United States
Area served	Atlanta metropolitan area
Products	Transit fare payment system
Website	www.itsmarta.com

The Breeze Card is a stored-value smart card utilized for fare payment on bus and rapid transit lines within Atlanta, Georgia, managed by the Metropolitan Atlanta Rapid Transit Authority (MARTA). Introduced in October 2006, it forms an integral component of MARTA's automated fare collection system. Fares are automatically deducted when riders tap their cards on Breeze Targets located at fare gates. Users can reload value or passes at Breeze Vending Machines (BVM) found at every MARTA station. By July 1, 2007, Breeze Cards and tickets had entirely replaced TransCards and paper transfers for fare access; however, single bus rides still accept exact change. Additionally, BVMs distribute regional transit passes from other agencies integrated into the Universal Breeze AFC platform. The Breeze Card operates using passive RFID technology, a standard feature in transit systems worldwide.

Overview

The Breeze Card is a sturdy plastic card priced at $2, which can be recharged with cash either onboard buses or at BVMs. A limited-use coated paper ticket option is also available. Fare validation occurs through RFID scanning at rail station gates or bus fare boxes. Transfers are automatically loaded when passengers tap their cards upon boarding buses or exiting rail stations, facilitating seamless multi-modal transportation.

Services

Acceptance of the Breeze Card extends across MARTA Bus, Rail, and Streetcar services, along with regional transit providers such as CobbLinc, Ride Gwinnett, and GRTA Xpress. Notably, Ride Gwinnett offers complimentary transfers to and from MARTA exclusively when using Breeze Cards and Tickets.

History of Breeze conversion

Ahead of the Breeze Card rollout, MARTA introduced the Breeze Ticket, a limited-use paper stored value card. Between December 2005 and September 2006, Breeze gates were installed at all stations alongside new bus fare boxes and Breeze Vending Machines (BVMs), enabling the purchase of one-ride tickets. The initial implementation of Breeze began at the Bankhead station in December 2005. By early September 2006, the system-wide installation on trains and buses was complete, making MARTA the first U.S. transit agency to primarily utilize smart cards for fare payment instead of cash.

From October 2006 through July 2007, customers could acquire Breeze Cards free of charge, which initially expired three years after activation. Starting October 2006, Breeze Tickets—with a 90-day validity—became reloadable. Post-July 2007, prices were standardized at $5 for Breeze Cards and $0.50 for Breeze Tickets. BVMs provided balance inquiries and parking payment options at select stations, accepting both credit cards and cash.

Token sales ended in late 2006, while magnetic weekly and monthly cards continued until July 2007 when they were fully discontinued, marking the completion of the Breeze transition. Beginning September 30, 2007, Breeze cards became available for pre-order by mail. Between October and December that year, MARTA conducted "token exchanges," enabling riders to convert token rolls into extended-use cards.

In May 2007, MARTA implemented a $0.50 surcharge on all Breeze Tickets and ceased offering free Breeze Cards online and through Ride Stores by July. The magnetic fare cards were permanently phased out as the Breeze system was finalized.

July 2007 also introduced pay-per-boarding policies requiring payment via Breeze Card, ticket, or cash; paper transfers and bus-to-rail magnetic transfers were eliminated. Free transfers became accessible only through Breeze fare media.

In July 2017, MARTA replaced the original blue Breeze Cards with updated silver versions incorporating advanced security features to minimize fraud and misuse.

Modifications to the previous token-based system

MARTA's Breeze card offers passengers the convenience of loading funds for continuous use alongside adaptable 7-day and 30-day passes. This advancement enhances MARTA's capacity to study transit usage, fine-tune scheduling, and deploy personnel more effectively. Additionally, Breeze has curtailed fare evasion, which formerly resulted in an estimated annual loss of US$10 million for MARTA.

This modernization involved replacing all fare gates and the outdated token system, which was susceptible to fare evasion due to short turnstiles and easily circumvented handicapped access points. The updated gates are taller and remain locked until payment is confirmed, thereby strengthening security and protecting revenue streams.

Future possibilities

With Breeze, MARTA has the option to implement exit fares and distance-based fare structures, although there are no current plans to alter the existing flat one-way fare. Other transit providers, such as CobbLinc (previously known as Cobb Community Transit), have expressed interest in adopting Breeze technology to facilitate smooth transfers through mutual agreements with MARTA.

Concerns and issues

The initial installation of Breeze gates at Bankhead station featured a 15-inch clearance beneath them, allowing riders to evade fares by crawling underneath; this was addressed by installing plastic bars that reduced the gap to 6 inches. Some riders exploited sensor weaknesses to exit without paying; however, mandating card use upon exit has largely resolved this problem.

Recurring malfunctions with Breeze vending machines rejecting credit and debit cards led to service interruptions lasting several days, prompting MARTA to reinstate full payment capabilities promptly.

Technical details

The Breeze Card operates on the MIFARE smart-card platform developed by Dutch firm NXP Semiconductors, a spin-off from Philips. It accommodates both single-use tickets and reloadable cards, with disposable options utilizing MIFARE Ultralight technology.

The original blue Breeze cards were based on MIFARE Classic technology but have been discontinued due to security flaws and are no longer accepted. Presently, the grey Breeze cards employ the more secure MIFARE DESFire EV1 standard.

External links

MARTA official website