Case study: how the University of Kentucky transformed Wildcab with Uber

In 2022, UK Transportation Services tapped Uber Transit to serve more than 30,000 students on the sprawling University of Kentucky campus in the heart of Lexington. Three years later, we’re still moving the Wildcats. 

Wildcab has grown from a student-operated weekend service to a full-scale late-night, on-demand transportation program across 284 square miles of Fayette County. As UK’s transportation leaders adapt their beloved Wildcab to meet the evolving needs of the university’s students, they’ve continued to partner with Uber for innovative mobility solutions. Let’s check in on our progress.

A student-run weekend service

Before partnering with Uber Transit, Kentucky Wildcab was a student-funded, student-operated safe-ride service using dedicated vehicles through the Kentucky Wildcab app. The service was available Thursday through Saturday from 10pm to 3am, operating only on UK’s Lexington campus. As interest in Wildcab grew, so did many roadblocks in service delivery: student driver recruitment struggled to meet demand, wait times increased, and ridership stagnated. UK Transportation Services recognized a major need for a solution that was reliable and stress-free for its students and transportation managers.

Partnering for progress

In 2022, the University of Kentucky began working with Uber Transit to relaunch Wildcab as a microtransit program delivering late-night student rides. The partnership enabled students to request and track dedicated Wildcab rides directly from the Uber app. During the same 10pm to 3am Thursday through Saturday hours, students could select pickup and dropoff locations within the designated Wildcab service area and get various ride options, including one of Kentucky Wildcab’s dedicated vehicles.

Another step forward

In 2023, Wildcab became Wildcab Vouchers, a late-night transportation program that leverages Uber’s Vouchers product.

The Vouchers product allows colleges and universities to design and manage custom subsidized on-demand transportation programs. With Vouchers, UK Transportation Services can set exact subsidy amounts; define the area and hours in which vouchers apply; and distribute vouchers to students by email, link, or QR code. Wildcat students can redeem their vouchers in a few steps within the Uber app and enjoy subsidized travel through Uber’s extensive network of drivers. Transportation managers can then track and manage program spending, generate reports, and monitor ridership through the Uber for Business Dashboard.

Partnering with Uber Transit for Wildcab has marked a sea change in operations at UK Transportation Services. Before collaborating with Uber, overnight and overtime hours were the norm for UK Transportation Managers. “Before [Uber], our staff had all [been staying] until 3 or 4am every weekend for a long time,” says James Hutchins, University of Kentucky’s Associate Director of Transportation. “[We’re] very happy [this] has changed.” 

The Vouchers product allows for controlled spending, ensuring that the university pays a maximum of $10 per trip within set limits. By using the Uber for Business Dashboard, automating the voucher distribution process, and leveraging Uber’s wide network of drivers, UK Transportation Services has decreased operational burden, reduced staffing issues, and—best of all—limited overtime and late-night hours for its department.

The Wildcab program has doubled its service impact since switching to Vouchers. In the months since the launch, the program’s monthly riders jumped 97%. The service also began fulfilling over 400+ weekly trips, skyrocketing 83% from previous semesters. 

Student love for Wildcab continues to grow, and it’s no surprise why: transportation programs like these help college students navigate their university towns safely and efficiently. This benefit significantly reduces the stress of commuting, allowing students to focus more on what matters most: their academic studies, campus activities, and community.

The University of Kentucky kicked off its 2024 Spring semester with a full-scale expansion of Wildcab. After collaborating with Uber to identify usage trends and growth possibilities, UK Transportation Services and UK’s SGA (Student Government Association) increased the subsidy offered to students by 60%, expanded the service’s timetable by 20 hours a week, and grew the Wildcab service area by 280+ square miles.

Today the Wildcab Vouchers program provides eligible students with $10 vouchers good for use on up to 10 evening rides with Uber per semester. The program is available Thursday through Sunday, 9pm to 5am. 

The Wildcab service area now includes all of Fayette County, giving Kentucky students the convenience of reliable, stress-free transportation between weekend outings to the Keeneland tracks, evening study sessions, and midnight grocery trips. Made possible by Uber’s extensive network of drivers, this expansion allows the university to better serve commuter students and those who live in off-campus housing.

During Spring 2024, Wildcab trips nearly quadrupled from the previous semester. In Fall 2024, UK students took 8,180 rides with Wildcab—an additional 29% increase.

University stats

Service area

Rider cost

Managing campus transportation is no small feat, and it comes with a host of complex challenges. By tapping into the Uber platform, UK Transportation Services exceeded its goals of streamlining transportation operations while delivering a stress-free, beloved service to its students across a wider area. The Wildcab program stands as strong evidence of the university’s steadfast commitment to evolving to meet the dynamic needs of its campus community, and Uber is proud to be a partner on this journey.

If you’re interested in partnering with Uber Transit for campus transportation, please visit uber.com/higher-education. 

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