BlueGo signs deal to maintain terminals |

BlueGo signs deal to maintain terminals

Gregory Crofton
Jim Grant / Tahoe Daily Tribune Michael Greenstein of Hot Spots Kiosks services a BlueGo transportation terminal at the Lakeside Inn and Casino.

The officials in charge of South Shore’s BlueGo transit system hope to make changes that will allow its 27 book-a-ride computer terminals to turn a profit.

BlueGo has agreed to a deal with Hot Spots Kiosks, a Zephyr Cove-based company, that requires it to maintain the BlueGo kiosks and upgrade them to be more advertiser-friendly before crowds arrive for Fourth of July weekend.

Any revenue generated from kiosk advertising will be reinvested in the transit system, said Mike Bradford, president of the BlueGo Board of Directors and owner of Lakeside Inn & Casino.

BlueGo also chose to partner with Hot Spots to increase the number of kiosks in the community that have access to the transit system. Hot Spots owns and maintains nine kiosks at South Shore that will be wired to include BlueGo transit software.

The BlueGo kiosks went online in October but were shut down in November to be made more user-friendly. They became operational again in March.

Improvements to be made by Hot Spots will include video and audio upgrades and high speed wireless Internet available to the public. Hot Spots has also agreed to regularly maintain the kiosks.

“We can help make it easier to navigate and amp up the responsiveness of the kiosks in terms of being able to generate business to an advertiser,” said Hot Spots President Michael Greenstein. “We’ll be relocating some of the kiosks for maximum use. … We are going to make sure the experience of use is A-plus every time.”

Bradford said transit ridership numbers at South Shore were down 40 percent in April compared to the same time last year, when a patchwork of transit systems had not yet been combined into the BlueGo system. But, Bradford said, the motel occupancy rate was also down 25 percent in April, so he estimates the decrease in ridership to be about 15 percent.

“If people aren’t in motels we can’t get them to go on BlueGo,” Bradford said.

To increase ridership, BlueGo plans to kick off a marketing campaign in June.

– Gregory Crofton can be reached at (530) 542-8045 or by e-mail at

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