WPTV: All Aboard Florida launches Brightline

Posted on November 9, 2015

Christina Noce

9:15 AM, Nov 9, 2015


MIAMI – All Aboard Florida is launching a new brand called Brightline.


By late 2017, Brightline, which is the name of the express train travel service, is scheduled to transport travelers between Miami and Orlando 32 times a day.


All Aboard Florida describes the train service as an important travel alternative in the state.


“With the introduction of Brightline, we set out to reinvent what traveling by train can mean in America, making it a forward-leaning solution that is a smarter alternative to more cars on crowded roads,” Michael Reininger, president of All Aboard Florida, said in a news release.

Many people along the Treasure Coast are still concerned that the train will bring a lot of noise and lower property values.

The train will not make any stops along the Treasure Coast, only in Miami, Fort Lauderdale, West Palm Beach and Orlando.


Citizens Against Rail Expansion in Florida released the following statement after the rebranding was announced:


“Today, All Aboard Florida announced a name change in a transparent attempt to distance the enterprise from a growing backlash of citizens who oppose or have serious concerns about the project. This PR move is intended to communicate the impression that All Aboard Florida is a done deal, when in fact, the project is far from finalized.  Citizens Against Rail Expansion believes that this latest attempt to reinvent All Aboard Florida is to substitute a bright new impression of a tarnished project image.

“By any name, All Aboard Florida still puts public safety at risk, jeopardizes access to first responders, adversely impacts antiquated maritime bridges and waterway traffic, and will damage the quality of life we all enjoy.  ‘Brightline,’ ‘Frightline’ or by any other name, it is all the same—it will have a very negative impact on our region.”
This story was updated to clarify that All Aboard Florida was not renamed, but launched Brightline.