Memphis’ Trolley System Boost Downtown Tourism

MEMPHIS, Tenn. - The downtown trolley system, is it a subject of pride or a waste of resources? While Memphis has considered getting rid of or scaling back on the system, one major city is looking to Memphis as an inspiration.

The city of St. Louis is looking into a trolley system to boost its downtown tourism and it’s looking at Memphis as a model of success. Some even credit it for drawing a major corporation to downtown Memphis.

But do Memphians view their own trolley with the same eyes?

Imagine the classic image of the hustle and bustle of the trolley moving through downtown but the St. Louis trolleys don't clang or ding. They're actually not even trolleys, just buses painted to look the part. So when St. Louis looks at Memphis, it likes what it sees.

One St. Louis report even highlighted the trolley system's economic impact for Memphis. In fact, Center City Commission President Paul Morris says the trolley actually played a role in one of the city's biggest deals, landing Pinnacle Airlines Headquarters.

"They asked about the trolley system and hotels along the trolley system and easy access to their headquarters from the hotels. It was important to link them to the hotels they were looking at," said Morris.

Outsiders may see it, but Memphians often don't see the value in the trolleys. So, is it really something worthy to be copied?

Trolleys rolling past the Arcade Restaurant downtown mean dollars in the pocket of waitress and manager Ashlee Fiene.

"It’s awesome. They come all day long every 15 minutes and they bring in a lot of tourists," said Fiene.

There are more than 1 million riders a year. Plus, the last Friday of every month is trolley night; the trolley is free for a few hours and brings hundreds of people to South Main Street.

Ashlee says the Arcade stays open late for the boom in business. Ashlee is not only a downtown employee, but a downtown resident but says the trolley is mostly a tourist attraction.

"I do not take the trolley. I drive to work every day and I’m a couple minutes away," said Fiene.

If that's true, then is there value in a transportation system not used by a city's own residents?

Regena Bearden from the Memphis Convention And Visitors Bureau says "most definitely." Tourists mean money

"It’s very unique; a lot of cities do not have an antique trolley system like we do. It becomes an attraction that helps build that experience when people are coming to our city," said Bearden

The trolley opened in 1993. The original line went north and south down main street and cost 16 million dollars. It expanded to the river front and along Madison. Bearden, who worked at the CVB in when the trolley opened, has had a front row seat to the downtown transformation.

"Wow, its amazing the difference," said Bearden. "It’s become a connector to attractions like the FedEx Forum, Beale Street, the Convention Center, it passes by the fire museum, and it passes by businesses and hotels and parks."

But at the Center City Commission Morris disagrees with the idea that the trolley is for tourists only. He says it’s an attractor for businesses too.

"A lot of mobile professionals want to live in a dense urban walk able environment. And if memphis wants to be competitive, we need to have a very dense walk able environment. And that's what we have downtown," said Morris.

The more people using the trolley, the more it will look like the trolley in fictional St. Louis - an image the actual St. Louis is looking to copy. Those who know the impact best say its time to take the trolley further.

"We feel that expansion is important. And any time its connecting other parts of the community then it offers new opportunity on the trolley line, for sure, for visitors and for locals," said Bearden.

MATA says the next step for the trolley system would be light rail trains that could share the track with the trolleys. The plan would be to extend from the Madison line to the airport. But the city of Memphis hasn't been able to come up with the money for the initial engineering.