Shoreline Metro

What Shoreline Metro does

Shoreline Metro is the public transit department of the City of Sheboygan, Wisconsin, operating fixed-route bus service and ADA paratransit services across the Cities of Sheboygan and Sheboygan Falls and the Village of Kohler. The system runs nine daily fixed routes with a fleet of 21 buses, delivering over 580,000 trips annually and covering 90% of the service area. Adjacent services include the Metro Connection paratransit division for elderly and disabled riders, the Parking Downtown Sheboygan utility (metered parking, permits, tickets, reservations), and a Jingle Bus seasonal holiday trolley. Intercity connections are facilitated through an intermodal bus station hosting Megabus, Indian Trails, and Greyhound.

The technology stack is modest and consumer-facing: GPS-based real-time bus tracking via UniteGPS, the HotSpot mobile app for fare purchase and parking payment, and the Metro Connection On Demand app for paratransit trip scheduling. There is no proprietary AI or ML capability. The system is staffed by 50+ employees across administrative, maintenance, and operator roles under the direction of Parking & Transit Director Derek Muench, who has been recognized by Mass Transit Magazine as a Top 40 Under 40 professional.

Revenue is generated through a diversified mix of farebox receipts (fixed-route and paratransit fares, monthly passes, half-fare programs), bus advertising (via Houck Transit Advertising), parking utility collections, and substantial federal (FTA Section 5307) and state (Wis. Stat. 85.20) operating assistance. A notable recent customer-segment expansion is the SASD student bus pass program providing free rides to district students. The organization is governed by the Sheboygan Transit Commission and operates as a Tier B transit property as designated by the FTA.

Name

Shoreline Metro

Legal name

City of Sheboygan (Shoreline Metro)

Website

https://shorelinemetro.com

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Shoreline Metro is the municipal public transit department of the City of Sheboygan, Wisconsin, operating nine daily fixed bus routes, ADA paratransit (Metro Connection), and the downtown parking utility across Sheboygan, Sheboygan Falls, and Kohler, serving 580,000+ annual trips.

Ownership category

akta.pro rank

Product category

Public Transit Services

NAICS

Bus and Other Motor Vehicle Transit Systems (485113), Special Needs Transportation (485991)

SIC

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

akta.pro primary industry

Regional/County Public Bus Operators (THAIAEAB)

Keywords

• Public bus transit
• Paratransit services
• ADA accessible transit
• Municipal parking utility
• Fixed-route bus service

Headquarters

HQ city

Sheboygan

HQ country

United States

HQ region

North America

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Technology or R&D, Others

Revenue model

1. Transit Fares: Revenue from fixed-route bus fares including single trips, day passes, monthly passes, and student fares collected via cash, mobile app, and physical outlets
2. Bus Advertising: Advertising revenue from bus exteriors and interiors through partnership with Houck Transit Advertising. Buses operate 15 hours on weekdays and 7.5 hours on Saturdays, covering 90% of service area
3. Parking Operations: Revenue from metered parking ($0.75/hour), parking permits, meter reservations, and parking tickets. Operates Sheboygan downtown parking utility
4. Paratransit Services: ADA paratransit and elderly/disabled transportation services with trip-based fares ($4.00 regular, $8.00 premium). Agency fares at $20.00 per trip
5. Government Funding: Federal and state transit assistance including FTA Section 5307 funding and Wis. Stat. 85.20 Urban Mass Transit Operating Assistance

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels5 records

Core offering

Shoreline Metro provides fixed-route public bus transit across nine daily routes in Sheboygan, Sheboygan Falls, and Kohler using a 21-bus fleet, delivering over 580,000 trips annually. It also operates Metro Connection ADA paratransit and elderly/disabled transportation, and manages the Parking Downtown Sheboygan utility covering metered parking, permits, and parking enforcement.

Product overview

Shoreline Metro is a public transit system operated by the City of Sheboygan that provides fixed-route bus service across the Sheboygan metropolitan area, including the cities of Sheboygan, Sheboygan Falls, and the Village of Kohler. The organization also operates Metro Connection, an ADA paratransit and specialized transportation service for eligible individuals with disabilities and seniors. Additionally, Shoreline Metro manages the Parking Downtown Sheboygan utility, providing metered parking, permit parking, and parking enforcement services. The transit system covers 90% of the service area with nine daily fixed routes, a fleet of 21 buses, and provides over 580,000 trips annually.

Differentiator

Problem solved

Functional benefit

Brands

• Metro Connection: ADA Paratransit and County Elderly & Disabled specialized transportation services division of Shoreline Metro.
• Jingle Bus

Products and services

• Shoreline Metro Fixed Route Bus Service Fixed-route public bus transit service operating nine daily routes covering the Cities of Sheboygan, Sheboygan Falls, and the Village of Kohler. Provides over 580,000 trips annually with a 21-bus fleet, accessible vehicles with bike racks, and half-fare programs for seniors, disabled riders, and veterans.
• Metro Connection Paratransit Service ADA-compliant paratransit and specialized transportation service for ADA-certified individuals and elderly passengers who cannot use fixed-route buses. Provides origin-to-destination service with assistance from first door to vehicle, $4.00 per one-way trip, $8.00 premium same-day service, and agency-covered trips at $20.00.
• County Elderly & Disabled Transportation Program Accessible transportation program for County elderly and disabled individuals providing rides for medical, nutritional, employment, and social appointments with door-to-door service and coordination through Metro Connection.
• Parking Downtown Sheboygan Utility Downtown Sheboygan parking utility offering metered on-street and off-street parking at $0.75/hour, permit parking, meter and lot reservations ($5.00/stall/day for 1-9 stalls), and parking ticket management ($10.00-$25.00 fines). Mobile payment enabled via the HotSpot app.
• Jingle Bus Holiday Trolley Service Holiday-themed trolley ride through downtown Sheboygan's fountain and light display, offering tours of lights with holiday caroling.
• Intercity Bus Connector Service Intercity bus connections hosted at the Sheboygan Intermodal Bus Station, providing pick-up and drop-off for Megabus (Coach USA), Indian Trails, and Greyhound services.

Quantifiable outcome

• 580,000+ annual trips provided across 9 fixed routes
• +1 more outcomes

Named customers4 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature3 records

Partnerships

13 partnerships are on record, tiered core and minor.

• Houck Transit AdvertisingcoreGTM or Marketing PartnerShoreline Metro partners with Houck Transit Advertising, an industry leader in bus advertising. Bus advertising provides cost-effective promotion with maximum exposure through moving billboards. Buses operate 15 hours on weekdays and 7.5 hours on Saturdays, covering 90% of the service area.
• Bay-Lake Regional Planning CommissionminorOthersAs a member of an urbanized area, Shoreline Metro is an active member of the Sheboygan MPO and is instrumental in the planning and implementation of transportation services throughout the planning area.
• Wisconsin Public Transportation Association (WIPTA)minorStrategic or Co-development PartnerShoreline Metro is a proud member of a robust state-wide coalition of transit systems. WIPTA works with transit systems, community leaders and organizations to strengthen public transit throughout the State of Wisconsin.
• Federal Transit Administration (FTA)coreOthersShoreline Metro is a Tier B transit property according to 49 U.S.C. 5307 having a population in the urbanized area greater than 50,000. Receives federal transit funding through FTA programs.
• Wisconsin Department of Transportation (WisDOT)coreOthersShoreline Metro is a recipient of Wis. Stat. 85.20 Urban Mass Transit Operating Assistance for operations of fixed route and paratransit public transit services.
• Transit Mutual Insurance (TMI)minorOthersTMI is a member-owned insurance pool consisting of public transit systems in the State of Wisconsin. Shoreline Metro is a member and holds a position on the TMI Board of Directors.
• HotSpot ParkingcoreTechnology or IntegrationShoreline Metro and Parking Downtown Sheboygan partner with HotSpot Parking to provide mobile payment options at all parking meters and off-street parking lots. Enables fast, easy and convenient payments via smartphone app or QR code.
• Sheboygan Area School District (SASD)coreStrategic or Co-development PartnerPartnership provides free rides for students actively enrolled and attending schools within the district. Students can use Shoreline Metro during all hours of service and on any route for any purpose including school, work, social activities and appointments.
• Metro Connection (Internal Division)coreOthersMetro Connection is Shoreline Metro's paratransit division providing ADA Paratransit and County Elderly & Disabled Transportation services. Certified customers receive origin-to-destination service with assistance.
• Megabus (Coach USA)minorChannel Partner/ Reseller/ DistributorIntercity bus service provider operating through Sheboygan Intermodal Bus Station. Shoreline Metro provides a safe and reliable location for picking up and dropping off intercity customers.
• Indian TrailsminorChannel Partner/ Reseller/ DistributorIntercity bus service provider. Pamphlets and schedules available at Shoreline Metro Customer Service Office.
• GreyhoundminorChannel Partner/ Reseller/ DistributorIntercity bus service provider. Pamphlets and schedules available at Shoreline Metro Customer Service Office.
• Veyo (Non-Emergency Medical Transportation)minorChannel Partner/ Reseller/ DistributorNon-emergency medical transportation provider for Medical Assistance/Medicaid recipients. Coordinates with Metro Connection for eligible customers' healthcare transportation needs.

Scale indicators5 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• GO Transit (Oshkosh): GO Transit is the City of Oshkosh's fixed-route and paratransit bus system, a near-identical Wisconsin small-city municipal transit model with FTA Tier B funding and paratransit services.
• Green Bay Metro: Green Bay Metro is a municipal fixed-route bus and paratransit system serving Green Bay, WI with similar Tier B FTA classification and WisDOT 85.20 funding. Directly comparable as another small Wisconsin urban transit operator.
• RYDE Racine (Racine Transit): Racine Transit (RYDE Racine) operates fixed-route and paratransit service in Racine, WI, providing a directly comparable Wisconsin Tier B urban transit system.
• Kenosha Area Transit: Kenosha Area Transit provides fixed-route bus service and ADA paratransit in Kenosha, WI. Comparable Tier B municipal transit peer with similar fleet size and Wisconsin operating environment.
• Valley Transit (Appleton): Valley Transit operates fixed-route bus and paratransit service across the Appleton/Fox Cities area in Wisconsin under a similar municipal structure. Closely comparable scale and service mix to Shoreline Metro.
• Janesville Transit System: Janesville Transit System is a small Wisconsin municipal fixed-route and paratransit bus operator, structurally similar to Shoreline Metro in scale, governance, and funding mix.

Broad incumbents

• Metro Transit (Madison): Madison Metro is the larger Wisconsin municipal transit system; broader incumbent peer offering fixed-route bus and paratransit at greater scale but with similar Wisconsin operating, FTA, and WisDOT funding context.
• Milwaukee County Transit System (MCTS): MCTS is the dominant Wisconsin urban bus and paratransit operator in the Milwaukee metro. Comparable as a Wisconsin Tier A transit peer serving a much larger urbanized area with overlapping service categories.

Others

• HotSpot Parking: HotSpot Parking is Shoreline Metro's mobile payment technology partner, providing the same platform used for fare collection and parking utility operations. Relevant as the infrastructure enabler for digital farebox integration.
• UniteGPS: UniteGPS powers Shoreline Metro's real-time bus tracking and trip planning. Relevant as a transit technology vendor whose broader customer base provides a peer set for evaluating transit tech adoption.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/parkingdowntownsheboygan
• LinkedInlinkedin.com/company/shoreline-metro

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries1 record

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 Shoreline Metro