“RIDE has changed people’s lives,” says Rodger Lentz, Wilson’s Chief Planning and Development Officer. It’s not hyperbole, either: since the city discontinued its fixed route bus network and switched to on-demand, public transit ridership has surged 300%. Three in 10 Wilson residents lack access to a personal vehicle, making RIDE a critical piece of the city’s economic infrastructure. More than half of rides are commuters heading to and from work.
With a total population of less than 50,000 residents, Wilson secured state and federal infrastructure grants to launch the RIDE network — now regularly touted as the model of what high-quality rural public transit looks like. For only $2.50, riders can travel almost anywhere within the sprawling 23-square-mile city. The service includes wheelchair-accessible vehicles, flexible payment options, and phone booking for riders lacking smartphones.
"I think from an efficiency and cost standpoint, this was really the best way for us to go."
— Rodger Lentz, City Manager, City of Wilson, North Carolina
At the Federal Reserve Bank of Richmond’s 2025 Investing in Rural America Conference.
“I can rest assured that I will have a ride to work. Other services might do the same or similar, but the affordability RIDE offers lets me rest in that regard as well.”
— Wilson resident and frequent RIDE user