Tiffany Gunter, GM + CEO of Suburban Mobility Authority for Regional Transportation, joins Paul Comfort to explain how SMART saw a 40% ridership increase on key high-volume corridors including Gratiot and Woodward. She shares the operational changes behind the gains—from stronger on-time performance and improved frequencies to cleaner shelters, onboard Wi-Fi, and a renewed focus on customer experience.

Tiffany also shares her journey from transportation planner to CEO, and why hands-on leadership matters—including 3:30 AM terminal visits, riding with frontline teams, and tackling operational issues firsthand. She explains how SMART improved on-time performance from 65% to 76% in just weeks by focusing the organization on clear goals, communication, and a little friendly competition.

The conversation also explores Detroit’s resurgence, microtransit expansion, youth fare initiatives, and why telling a positive story about transit has never been more important.

In This Episode:

Tiffany’s career path from planner to CEO

Why “presence matters” in transit leadership

How SMART rapidly improved on-time performance

Gamifying performance with the “OTP Challenge”

Growing ridership through better service and amenities

Detroit’s comeback and transit’s role in regional growth

Free rides for students and future workforce development

Why storytelling matters for public transportation today

00:00 Meet Tiffany Gunter

01:30 Think Transit Reunion

03:00 Finding the X Factor

03:42 Transit Career Origin

05:37 Hands On Leadership

10:14 Detroit Transit Landscape

13:52 Culture of Care

17:53 Down With OTP

18:45 Daily Performance Huddles

20:01 Leaderboards And Buy In

21:51 Detroit Comeback Story

25:07 Big Events Transit Surge

25:55 Cutting the highlighted section below bc this has already happened

27:30 Future Plans And Free Rides

31:40 Leadership Lessons And Wrap

32:29 Not sure if this should be included

Credits

Host and Producer: Paul Comfort

Executive Producer: Julie Gates

Producer: Chris O’Keeffe

Editor: Patrick Emile

Associate Producer: Cyndi Raskin

Brand Design: Tina Olagundoye

Transit Unplugged is brought to you by Modaxo, passionate about moving the world’s people.

Disclaimer: The views and opinions expressed in this program are those of the guests, and do not necessarily reflect the views or positions of Modaxo Inc., its affiliates or subsidiaries, or any entities they represent (“Modaxo”). This production belongs to Modaxo, and may contain information that may be subject to trademark, copyright, or other intellectual property rights and restrictions. This production provides general information, and should not be relied on as legal advice or opinion. Modaxo specifically disclaims all warranties, express or implied, and will not be liable for any losses, claims, or damages arising from the use of this presentation, from any material contained in it, or from any action or decision taken in response to it.

How Tiffany Gunter Drove a 40% Ridership Increase on SMART’s Busiest Routes

Transit Unplugged

How Tiffany Gunter Drove a 40% Ridership Increase on SMART’s Busiest Routes