Coast RTA

What Coast RTA does

Coast RTA, officially the Waccamaw Regional Transportation Authority, is a government-owned regional public transit authority serving Horry and Georgetown Counties in South Carolina, including the Myrtle Beach, Conway, and Georgetown markets of the Grand Strand region. The organization operates 11 fixed bus routes spanning local, express, and connector services; a complementary ADA-compliant paratransit service branded as Coast Transit Plus; a free Entertainment Shuttle (Route 21) during peak tourism periods; and a dedicated Route 747 airport service to Myrtle Beach International Airport. Supporting technology includes real-time bus tracking via the Ride Tracker mobile app and integration with TransLoc, Ridesystems, and Google Transit; the 2022 launch of the 'Tap to Cap' contactless fare payment pilot modernized the legacy electronic fare box system installed in 2010.

Revenue is generated through a mix of passenger fares (fixed $1.50 per ride plus multi-day, family, and value passes ranging from $5 to $40), Horry County millage funding (up to 6/10ths of a mill, approximately $1,080,000 annually under a voter-approved referendum), federal transit grants (Sections 5311, 5307, and 5339 totaling approximately $3.14M in the FY15 cycle), and transit advertising on buses and facilities. The organization is governed by a Board of Directors and led by General Manager/CEO Myers Rollins Jr., who has received eight consecutive 'Excellent' annual performance ratings, with Deputy General Manager/CFO Julie Norton-Dew selected for the Leadership APTA Class of 2014. Coast RTA has achieved at least five consecutive unqualified opinions on its A-133 Annual Independent Audits from McGregor & Company, LLP.

The customer base is horizontal and highly diffuse, comprising general public residents, workers, students, seniors, medical patients, persons with disabilities (paratransit), and tourists. Distribution is direct via the route network, supplemented by third-party pass sales through Piggly Wiggly grocery stores and a Community Transit Partners program. GTM is event- and community-driven: public input sessions, Citizens Advisory Committee meetings, ridership contests, and partnerships with local tourism and hospitality partners (e.g., Myrtle Beach Pelicans, Hampton Inn Broadway, Medieval Times) drive awareness and ridership. Strategic intent is non-commercial civic service rather than profit maximization, with stated mission to provide safe, reliable, affordable, and courteous mass public transportation that enhances quality of life and supports tourism growth.

Name

Coast RTA

Legal name

Waccamaw Regional Transportation Authority

Website

https://coastrta.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Coast RTA (Waccamaw Regional Transportation Authority) is a government-owned public transit authority operating 11 fixed bus routes plus ADA paratransit, airport service, and entertainment shuttles across Horry and Georgetown Counties in South Carolina's Grand Strand region. It serves residents, workers, students, seniors, medical patients, and tourists via farebox, federal grants, and county millage funding.

Ownership category

akta.pro rank

Product category

Public Transportation Services

NAICS

Bus and Other Motor Vehicle Transit Systems (485113), Interurban and Rural Bus Transportation (48521)

SIC

Local & Suburban Transit & Interurban Hwy Passenger Trans (4100)

akta.pro primary industry

Airport/Seaport Shuttle & Landside Connector Services (TLAFAJAE)

akta.pro secondary industries

Airport-to-Transit Connector Shuttles (Rail/Metro/Bus Links) (THAIAFAH), Transfer & Transportation Services (Port-to-City/Airport) (THAEAFAG)

Keywords

• Public transit services
• Fixed route bus service
• Paratransit transportation
• Airport shuttle service
• ADA accessible transit

Headquarters

HQ city

Conway

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Technology or R&D, Marketing or Sales

Revenue model

1. Passenger Fares: Fixed route and paratransit fares charged to passengers for rides on the transit system
2. Federal Transit Administration Grants: FY15 Section 5311 Rural ($1,240,732), Section 5307 Urban ($1,733,429), and Section 5339 Bus & Bus Facilities ($166,363) funding
3. Horry County Millage Funding: Annual county funding referendum (up to 6/10ths of a Mill, approximately $1,080,000 annually) for operations
4. Transit Advertising: Advertising space available on buses and transit facilities for revenue generation

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels6 records

Core offering

Coast RTA provides mass public transportation across Horry and Georgetown Counties, South Carolina, operating 11 fixed bus routes, ADA-compliant paratransit service (Coast Transit Plus), an airport shuttle (Route 747) to Myrtle Beach International Airport, and an Entertainment Shuttle (Route 21). The service is funded by passenger fares, federal transit grants, and Horry County millage revenue, and supports both residents and the regional tourism economy.

Product overview

Coast RTA is a public transportation authority operating a unified system of fixed-route bus services and paratransit services across Horry and Georgetown Counties in South Carolina. The core offering consists of multiple fixed bus routes (Routes 1-32) including local, express, and connector services connecting Myrtle Beach, Conway, Georgetown, and surrounding communities. Supporting services include paratransit (ADA-compliant), airport service (Route 747), and the Entertainment Express shuttle (Route 21). The system offers fare products including passes, stored value cards, and a contactless 'Tap to Cap' payment system. Real-time tracking is available via the Coast RTA App and through integration with TransLoc and Ridesystems platforms.

Differentiator

Problem solved

Functional benefit

Brands

• Coast Transit Plus: Paratransit service for eligible riders who are unable to use the fixed route service
• Entertainment Shuttle
• Route 747
• Tap to Cap

Products and services

• Fixed Route Bus Service Core mass transit offering providing scheduled fixed-route bus service across 11 routes (Routes 1, 2, 3, 7, 7X, 10, 15N, 15S, 16/16X, 21, and 32) connecting Myrtle Beach, Conway, Georgetown, and surrounding communities. Available to general public residents, commuters, students, and visitors at a $1.50 standard fare.
• Paratransit Service (Coast Transit Plus) ADA-compliant door-to-door transportation service (branded Coast Transit Plus) for individuals with disabilities who are unable to use the fixed-route bus system. Riders must apply and be certified as eligible; service is scheduled in advance and serves medical, employment, and essential trip needs.
• Airport Service (Route 747) Dedicated 7-day-a-week bus service between the Grand Strand region and Myrtle Beach International Airport (MYR). Priced at $7.00 one-way and $10.00 round trip, it provides travelers with reliable, affordable airport ground transportation as an alternative to taxis, shuttles, or rental cars.
• Entertainment Shuttle (Route 21) Free shuttle service operating in Myrtle Beach's entertainment district during peak tourist seasons, transporting riders to and from entertainment venues to reduce parking congestion and traffic.
• Fare Passes and Value Cards Suite of prepaid fare products including 1-Day ($5), 3-Day ($10), 7-Day ($20), and 15-Day ($40) unlimited ride passes, 10-Ride Passes ($13.50), Family Passes for four riders ($15), and stored-value cards ($10 and $25) available at transit centers and Piggly Wiggly retail locations.
• Tap to Cap Contactless Fare Payment Contactless fare payment pilot program launched September 26, 2022 that lets riders tap to pay and automatically caps fares, simplifying boarding and speeding fare validation as an alternative to cash and magnetic-stripe fare cards.

Quantifiable outcome

• Each bus removes 40 cars from roads
• +2 more outcomes

Named customers2 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature3 records

Partnerships

Seven partnerships are on record, tiered minor and core.

• Commute with EnterpriseminorStrategic or Co-development PartnerPartnership with Enterprise for commute services allowing Coast RTA to offer commute options to employees through the Commute with Enterprise program
• Piggly Wiggly Food StoresminorChannel Partner/ Reseller/ DistributorMulti-ride transit passes sold at Piggly Wiggly locations in Georgetown and Kings Hwy 17 in Myrtle Beach for customer convenience
• Myrtle Beach PelicansminorGTM or Marketing PartnerCommunity partnership for ridership celebration events and promotional activities at BB&T Coastal Field
• Hampton Inn BroadwayminorGTM or Marketing PartnerContest sponsor providing prizes for June 2011 ridership contest including overnight stay
• Medieval TimesminorGTM or Marketing PartnerContest sponsor providing tickets as prizes for June 2011 ridership contest
• City of Myrtle BeachcoreStrategic or Co-development PartnerJoint partnership with City of Myrtle Beach for Intermodal Transportation Feasibility Study to design a conceptual site and select location for a federally funded Intermodal Transportation Center in or near Myrtle Beach, SC
• Citizens Advisory CommitteecoreGTM or Marketing PartnerVolunteer committee representing communities in Horry and Georgetown Counties to gather public input on transportation needs, fare changes, planning, and service improvements

Scale indicators5 records

Recent moves12 records

Expansion highlights5 records

Direct peers

• LeeTran (Lee County Transit): Lee County, Florida public bus transit system serving Fort Myers and the surrounding beach tourism market. Closely comparable tourism-driven ridership, paratransit operations, and county-funded governance model.
• The COMET (Central Midlands Regional Transit Authority): South Carolina regional transit authority providing fixed-route bus and paratransit service across the Columbia metropolitan area. Most directly comparable in terms of state regulatory framework, FTA funding structure, and small-to-mid-size bus operations.
• Hilton Head-Blufftonton Transit Authority: South Carolina coastal regional transit provider serving Hilton Head Island and Bluffton. Closely comparable coastal/tourism-driven ridership profile, similar low-scale bus operations, and shared FTA funding context.
• Santee Wateree Regional Transportation Authority: Another South Carolina regional transit authority serving the Santee-Wateree region with fixed-route and demand-response bus service. Closely comparable mission, funding model, and rural/interurban operating profile.
• Pee Dee Regional Transportation Authority: South Carolina regional transit authority serving the Pee Dee region with fixed-route, commuter, and paratransit services. Directly comparable in scope, state funding sources, and county-level service area footprint.
• Space Coast Area Transit: Florida coastal regional transit agency serving Brevard County (including Cape Canaveral and beach tourism corridors). Comparable coastal-tourism ridership dynamics, bus-only fixed-route operations, and mid-size agency scale.
• SunLine Transit Agency: Riverside County, California transit agency serving the Coachella Valley with bus service across a tourism-influenced corridor. Comparable mid-size bus operations, interurban connections, and reliance on FTA formula grants.
• Lowcountry Regional Transportation Authority: South Carolina Lowcountry regional transit authority providing fixed-route bus service across Beaufort, Colleton, Hampton, and Jasper counties. Comparable rural-coastal transit mission and FTA grant structure.

Broad incumbents

• Charlotte Area Transit System (CATS): Larger regional transit agency serving the Charlotte metropolitan area with bus, light rail, and streetcar. Overlaps with Coast RTA in regional passenger mobility and federal/state funding pools but operates at significantly greater scale with multi-modal capabilities.

Regional players

• Cape Cod Regional Transit Authority: Massachusetts regional transit authority providing fixed-route and seasonal bus service on Cape Cod. Comparable seasonal tourism-driven ridership pattern and small-scale bus-only operations, though in a different geographic market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/with_replies
• Facebookfacebook.com/RideCoastRTA
• LinkedInlinkedin.com/company/waccamaw-regional-transportation-authority-inc.

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Coast RTA