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Virgin Trains USA unveils Brightline rebranding at Miami rail station

“Virgin has a long history of changing industries for the better and inspiring enduring loyalty through outstanding customer experience,” said Richard Branson, founder of Virgin Group.
Photo – Virgin Trains USA


The branding transition from Brightline to Virgin Trains USA took a major step forward yesterday with the unveiling of Virgin MiamiCentral, the new rail station in downtown Miami.

Virgin Group founder Richard Branson joined Virgin Trains USA President Patrick Goddard, South Florida Regional Transportation Authority Chair Esteban Bovo Jr. and Miami Mayor Francis Suarez at a ceremony to mark the occasion. Virgin MiamiCentral will serve as a "hub for transportation, business, dining and entertainment" in downtown Miami, Virgin Trains USA officials said in a press release.

The destination will serve to connect riders with Metrorail, Metromover, Brightline and soon Tri-Rail train service.

In November 2018, Brightline announced it formed a strategic partnership and licensing agreement with the Virgin Group.

"Virgin MiamiCentral is the only destination that connects Miami-Dade County through its various transit systems, and with the combination of Brightline and Tri-Rail, connects the entire southeast region," said Goddard. "Mobility continues to be key as our region and population grow — and we are meeting the demand.”

Brightline's express intercity rail service is being rebranded to Virgin Trains USA in phases throughout this year, with the Virgin MiamiCentral station being the first step. Currently, the former Brightline rail service connects Miami, Fort Lauderdale and West Palm Beach, with expected future service to Orlando and Tampa.

“Virgin has a long history of changing industries for the better and inspiring enduring loyalty through outstanding customer experience,” Branson said during the ceremony. “Today marks the first step in that journey with Virgin Trains USA as we unveiled the beautiful Virgin MiamiCentral station. I’m very excited to see the transformation of our service and the plans for the next phase of the project to Orlando.”

Virgin Trains USA also plans to operate express passenger-rail service between Las Vegas and Southern California.

Contact Progressive Railroading editorial staff.

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