VIA Metropolitan Transit officially launched its new Prímo 103 Zarzamora line Monday, Feb. 11, 2019, and is wooing drivers to hand transit the keys to their heart with free service offers on its latest high-frequency line.

VIA announced it will operate fare-free service on the Prímo 103 all day Thursday, February 14. As part of its “Fall in Love with Transit” promotion, VIA is also offering riders a chance to win $50 and $100 gift cards, plus a 31-Day Pass for sharing why they love riding Prímo. The #LovePrimo contest is open until March 31. Rules are available on VIA’s Love Primo page.

The Prímo 103 launch caps a year of frequency upgrades and smart transit initiatives throughout the VIA system. Prímo 103 connects Crossroads Park & Ride to Madla Transit Center with faster trips and fewer stops, offering 12-minute frequency along Fredericksburg and Zarzamora. It’s a smart transit line, meaning it features transit technology designed to improve traffic flow and provide a better customer experience. All Prímo buses have transit signal prioritization that communicates with the city’s traffic signal system. Buses and stops feature free, high-speed WiFi and real-time arrival information.

It’s one of two new rapid transit lines planned for San Antonio’s busiest corridors. The Prímo 102 line, set to open later this year, will connect the Kel-Lac Transit Center to VIA’s new Brooks Transit Center, located in San Antonio’s South Side community. New and improved Prímo stations now feature 26 public art installations by local and national artists celebrating love, culture, and community. Another 20 panels will be installed along the S.W. Military corridor. The original Prímo 100 line debuted in 2012.

Prímo 103 Zarzamora service runs daily, with service every 12 minutes during peak times. The fare for VIA Prímo 103 is the same as VIA’s regular bus service, and daily and monthly passes are accepted. For more information, call (210) 362-2020, or visit the Primo Service page.

Prímo was on hand to launch the new Prímo 103 Zarzamora Route, along with representatives from Balcones Heights, Bexar County Commissioner Justin Rodriguez (second from left), VIA President and CEO Jeff Arndt (fifth from left), and VIA Board Member Kristi Villanueva (sixth from left).