Although I don't usually cover train topics (my passion for modes of transport is primarily centered around planes, President Biden), Brightline is something I enjoy reading. Why? It's in my backyard and I would argue it is the most exciting train service in America.Brightline basicsThe United States is not known for its great rail service. However, Brightline Florida is an exception. Brightline offers service between Miami Beach and Palm Beach with a stop at Fort Lauderdale.Brightline was once associated with Richard Branson. It was to be rebranded under Virgin Trains. However, Virgin and Brightline cut ties in mid 2020. Brightline has ambitious expansion plans in Florida. It is planning to offer service to Orlando and possibly beyond.Brightline is a great experience. I had the pleasure of reviewing it in 2019 and it was so pleasant, that it's hard to believe that Brightline is located in the United States. The stations are beautiful, the trains are well-maintained, and the staff are always friendly. It's almost like a US train equivalent to a Gulf carrier.The stunning Brightline station in MiamiSelect is the equivalent to business class and costs $15 more. This gives you access to lounges and food onboard as well as alcoholic beverages.Brightline Select Lounge in MiamiBrightline Select cabinBrightline will resume operations on NovemberBrightline was forced to close its operations at the outbreak of the pandemic. This seems strange considering that Florida wasn't shut down during this time. Many people have wondered when or if Brightline would resume operations. Brightline will resume operations. However, there has been no timeline. This has now changed.Brightline has announced that it will resume operations in the first quarter of November 2021. Although no exact date has been announced, we will be learning more over the next few weeks.Brightline will resume operations and all employees and guests will need to be vaccinated.Brightlines new door-to-door serviceBrightline has its challenges. For example, Miami, Fort Lauderdale and West Palm Beach are not places that offer great public transportation. Most people will need to drive to the station.Brightline will launch a platform to connect guests with last-mile connections and first-class service. The new service, which will be offered in partnership with Iomob and provide guests with door to door travel services, eliminating any gaps caused by traveling from the station. This service will provide a variety of private luxury cars, shared shuttles, golf carts and other micro-mobility options.I'm curious to see how it works in practice and how it will differ from a ride-sharing app.Brightlines expansion progressBrightline currently operates only from Miami to Fort Lauderdale to West Palm Beach. The company does have expansion plans.Stations are being constructed in Aventura, Boca Raton and Boca Raton. The Aventura station currently under construction, while the Boca Raton station will likely break ground in the coming month.Brightline will expand all of the way to Orlando. Construction has passed the halfway point and is expected to be complete by the end 2022Although discussions continue regarding expansion to Disney World and Tampa, nothing concrete has been made.Is Brightline going to make it big?Before I start, I want to say that I love the Brightline experience and find Brightline extremely useful. Brightline is a benefit to me. Brightline should be expanded to Tampa. I have family there.However, I cannot help but to comment on the company's insistence on never making an operating profit and its misrepresentations about reality. Brightline has already invested over $4 billion in South Florida, and this is not a real estate investment, it's about developing real estate around these stations.Brightline had a large operating loss even before the pandemic.According to the company, there would be 2.3 Million passengers in 2019 and $112,000,000 revenue.Brightline saw one million passengers in 2019 and generated $22 million in revenue.This means that ridership was lower than half what was expected, and revenue was lower than one-fifth what was predicted.This is also why Brightline was able to suspend operations so long. Despite Florida being booming, investors know they won't make any money operating trains. Therefore, they will continue operations while trying to sell the real estate dream.Brightline will not change its story. Brightlines CEO today spoke out about making money.We knew South Florida would make up a small portion of our operations. We want to connect South Florida and Central Florida. That segment will be profitable.The company's leadership was wrong by more than 80% in revenue in existing markets. But Orlando will be different and profitable. What would the ticket prices have to be for Brightline to make an operational profit on this route, even if the demand is there? It's hard to believe that Brightline would primarily be targeting families.Bottom lineBrightline announced that it will resume operations on November 20, 2121. It's a great news, as it is a service that I have found very useful. We live in Miami, and our family lives in West Palm Beach. Brightline will be offering a new door to door service when it reopens. This could help eliminate the frustration of riding the train. Brightline also plans to open stations in Aventura and Boca Raton by 2022.Brightline's continued pretense that it will ever make a profit is really a head-scratcher for me.Are you excited to see Brightline reopen?
