InfraStrategies conducted a comprehensive fare policy study for Jacksonville Transportation Authority (JTA). The objectives of the study were to review the fare policies and practices of JTA’s peer agencies, identify new fare policies and practices at the national level, and define alternative fare adjustment approaches for JTA’s consideration. After surveying 15 peer transit agencies to identify trends in fare structures (including discount and free ride programs), recent fare increases, emerging technologies, integration with other agencies, and ridership/fare recovery, the team identified five alternative fare adjustment scenarios and used a macroeconomic model to compute the impact of each scenario on revenue, ridership, service levels, equity impacts on transit-dependent populations, and compatibility with existing and new technologies. Based on the fare alternatives analysis and public input, the JTA Board adopted a new fare policy in Fall 2019.