Join the MARTA Army!

By Simon Berrebi

Like you, I believe in a world-class transit system for the Atlanta region. That’s why I am recruiting you to join the MARTA Army.

MARTA Army recruits receive their first assignment: Operation TimelyTrip signs.

MARTA Army recruits receive their first assignment: Operation TimelyTrip signs.

We are truly gifted as a region to have the Metro Atlanta Rapid Transit Authority (MARTA). MARTA is the ninth largest transit agency in the nation, and also one of the safest and most sustainable. Each day, hundreds of thousands of people choose to board buses and trains over adding more congestion and pollution to a saturated urban network. Our transit system is what distinguishes Metro Atlanta from neighboring regions in the competition for fresh jobs and bright minds.

Yet, Metro Atlanta still lacks a world-class transit infrastructure: the rail coverage is limited to only two directions, and parts of the bus network run at low frequency. Due to the fragmented political structure in the Atlanta Region, no single governmental entity has the leverage to support major infrastructure improvements. To build the transit system of tomorrow, people from all over the Atlanta region must come together and help improve the system in their own communities.

The MARTA Army is a grassroots organization empowering communities to reclaim ownership over the system. We engage people from all backgrounds to join the ranks the MARTA Army. Soldiers can take part in local and highly scalable interventions aiming to enhance the ridership experience for both current and potential MARTA riders. Concrete improvements to the system performance allows to challenge preconceived opinions, which be crucial to obtain the support for high capacity route expansion.

Soldiers and supporters of the MARTA Army pose for a group selfie during TransportationCamp South 2015.

Soldiers and supporters of the MARTA Army pose for a group selfie during TransportationCamp South 2015.

The MARTA Army launched an adopt-a-bus-stop program (Operation TimelyTrip) as its first intervention. We engage soldiers to adopt bus stops by posting and updating eye-catching and weather resistant signs with route and schedule information, and a QR code linking to OneBusAway, a real-time information mobile website. Operation TimelyTrip provides information, branding, and recognition to transform bus stops in gateways into the transit system of tomorrow.

Interested volunteers can sign up online to adopt a bus stop of their choice. We will provide a laminated TimelyTrip signs and mounting supplies for volunteers to attach to the U-channel pole of each adopted bus stop.

We are partnering with local community organizations to co-host boot camps, where we train soldiers to join the army, make signs for bus stops and engage in discussions about the needs for action. In the army’s first week, we have organized events with Georgia Tech, the East Point Homeowners’ Association, the Latin American Association, and Las Nubes youth soccer tournament in Forrest Park. More than 70 soldiers have physically adopted bus stops, which have become dignified destinations.

Although we are completely independent from MARTA, we are thankful to have the support of MARTA officials from the board to the staff.

As a crowd-sourced and crowd-funded organization, the MARTA Army is capable of acting fast and cheaply to help MARTA in tasks that considerably affect the ridership experience but that require flexibility. We can test pilot programs, obtain feedback from our soldiers, and establish best practices.

For example, MARTA is planning to replace bus stops on its entire network in an operation that will take years and millions of dollars. We are studying how putting schedules at bus stops can affect ridership and overall satisfaction to support their effort. With a wide network of soldiers across the entire system, the MARTA Army will help MARTA survey and address the needs of its riders.

The MARTA Army is a unique concept that finds no precedents, even amongst the world’s most innovative transit systems. We want to provide an nation wide case study for scalable tactical urbanism efforts aimed at enhancing transit experience.

In addition to Operation TimelyTrip, the MARTA Army is exploring social, cultural and technological programs and events that will positively impact the rider’s experience. We wish to engage soldiers from all backgrounds to participate in the glorious march for better transit.

Join the MARTA Army, follow us on social media @MARTAarmy and reserve your bus stop online at We will let you know of upcoming boot camps where you can adopt a bus stop in your neighborhood, earn your stripes, and rise through the ranks of valorous soldiers!

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Gamification for Public Transit

By Alex Malokin, Georgia Tech Student

Gamification slowly but surely filters in many meaningful aspects of our lives. Transportation is not an outlier of this process. Public transit, as a part of transportation, should keep up with this trend to attract and retain riders, especially the elusive millennials.

Gamification is “the use of game thinking and game mechanics in non-game contexts to engage users in solving problems and increase users’ self-contributions,” according to Wikipedia. The game itself does not have to be complicated but it has to possess certain elements to become successful: rewards (tangible, think air miles; and intangible, think in-app points, currency, levels, unlocked achievements – a typical “candy crush”-like game), competition (think scoreboards, daily and weekly leaders), and immersion into the process, i.e. concentration on the task, which increases the level of satisfaction and takes mind of time spent on waiting or getting to a destination.

Below, there is a portfolio of interesting examples implemented around the world. It will give you sense of possible techniques and inspiration to get into this topic deeper.

  1. Waze social driving game: log your trips, report hazardous road conditions, get points and levels, and unlock achievements – a typical pattern for a location-based game. An additional perk is crowdsourcing information that could be used in system optimization. It could be implemented in conjunction with current MARTA apps or as a standalone feature.


  • It is not surprising that a similar idea was implemented for public transportation. Using a smart payment card will allow travelers to participate in a location-based game across the whole transit system.
  • chromaroma

    1. Games could be more inclusive and simple, that is do not require high-tech mediums for implementation. A sticker on a bus window in a shape of some alien monster that seems ready to eat tasty pedestrians could do a trick.
    1. Waiting for the next train or bus will be more fascinating with a simple ping-pong game that was introduced in at a German pedestrian crossing. There, you are paired with another player across the road, in MARTA settings it could be a passenger across the tracks, waiting for a train in the opposite direction.

  • Gamification has a potential to promote underused routes and increase off-peak ridership by providing money rewards. This approach was chosen by Singaporean transit agency. They allowed travelers to earn in-game credits for riding the system (more points if you take an off-peak vehicle), playing transit-themed mobile games, or introducing friends to the game. These credits were used to participate in raffle to win real money that could be spent for future transit trips.
    1. Bike-to-work challenges that happen across the country are a good way to incentivize riders and collect useful travel data at low costs. Similar challenges could be tried with MARTA users.

    There are only a handful of examples that will help to start thinking about how to make public transit trip more engaging and pleasant via tapping to our playful human nature.

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    Electric Buses Becoming a Reality

    By Adam Borsch

    New advances in battery and electric car technologies have made completely electric busses a reality. There are systems in the United Kingdom and Switzerland that have begun to run fully electric bus routes. These routes are revolutionary in and of themselves, however there are large untapped social and environmental benefits of running a fully electric bus line. The figure below shows some more detail on these busses.


    This past spring break I had the opportunity to spend it in Iceland learning about the renewable energy resources they use there.  Creating a world with cleaner and more efficient uses of energy is of the utmost important in generations moving forward. Through the use of solar and wind charging systems located at both the individual bus stops, shown below in figure 2, and the larger bus stations/transit hubs it would be possible to remove one of the aforementioned electric bus routes almost entirely from the grid. Aside from the environmental benefits of running a bus route completely off the grid and not reliant on any sort of fossil fuel for power, there are several social befits of this as well.

    Bus Stop Charging

    Bus Stop Charging

    Buses (using two Ss indicates kisses) drive all throughout the city and attract (ideally) riders of many different demographics. The vision of this system is that it could be an educational/research tool. The bus route itself could serve a school like Georgia tech as a research tool to investigate renewable energy generation on a small-medium scale. The bus route would also serve as an educational tool for the public to learn about the benefits of electric vehicles and green energy generation. In the major stations there could be something along the lines of a stationary charging bike where riders could pedal to generate some power for the system, while this may be largely symbolic it is a way for riders to feel like they are giving back to the system, and they could earn fare money for their time on the bikes. There could be a potential partnership with a museum or school to utilize space in the station for an exhibit on sustainability.

    The third pillar of sustainability is the economic side of things, and this one, for many, is the most important factor to consider. The standard diesel bus costs around $300,000 to purchase, whereas an electric bus from the company Proterra costs around $850,000. The operating and maintenance costs are far lower for the electric buses. Because they have a mechanically simpler construction, they will last longer than their diesel counterparts. Electric motors have a higher torque regardless of RPM, which makes them ideal for buses that do a lot of stopping and starting. Excluding capital costs at the stations to make up grades our research concluded that the buses could pay for themselves in 4-6 years. Table 1 below shows a side-by-side comparison of diesel and electric buses.


    The cost to add the alternative energy solutions at stations can be reduced if the upgrades are included as a part of a station upgrade as a whole. This is the same principle that applies to residential solar technologies, where installing solar panels is much more economically feasible if installed at the time of construction as opposed to retrofitting. Table 2 below shows the projected cost of this installation, if accompanied by a station upgrade. This would incentivize MARTA to make a large station overhaul during the process of adding this system which would allow for the exhibition and educations features to be added to the stations. Something that is much needed in many areas as it already stands.



    In conclusion, the installation of a fully electric, fully off-grid bus route into the MARTA bus network will revitalize the area that it is installed in. The project will satisfy all three pillars of sustainability, economic, social, and environmental, and work as an educational tool to the community about green technologies moving forward. Because of this unique position, funding will be available from new or unexplored sources. If incorporated with a large upgrade of a station, or another transit oriented development, this has the potential to revitalize an urban area and create a wonderful community space for future generations.

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    Friday Produce Market Opens at West End MARTA Station

    As part of its ongoing commitment to provide customer amenities, MARTA has opened a weekly pop-up produce market at its West End MARTA station.

    The Fresh MARTA Market will provide a convenient location to purchase fresh, affordable and locally grown produce in a community with many transit-reliant individuals.

    The pop-up market will operate outside the station each Friday from 2- 6 p.m. through October and will be managed in partnership with Food Oasis, Community Farmers Market and the Southwest Atlanta Growers Cooperative. These organizations work closely with West End residents to promote healthy, affordable and sustainable eating habits. Food Oasis is a program of the Atlanta Community Food Bank.

    A soft launch took place last week, with an official launch and ceremony scheduled Friday, July 17 at 2 p.m. and will include remarks from Atlanta City Councilwoman Cleta Winslow; Rob Johnson, VP of Community Services at the Atlanta Community Food Bank; and, Jamila Norman, Owner/Operator of Patchwork City Farms.

    More than 75 percent of West End residents and MARTA customers surveyed indicated they would likely purchase fresh produce at the station, if it was available.

    Cash, credit and EBT payments will be accepted. Additionally, the Fresh MARTA Market will provide the Supplement Nutrition Assistance Program (SNAP) two for one match, doubling the amount of fresh produce customers can purchase dollar for dollar.

    WestEndMarketFlier 071315

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    Atlanta…Get Out of Your Car!

    By William Woolery, Georgia Tech Student

    William Woolery, Georgia Tech Student

    William Woolery, Georgia Tech Student


    Growing up in San Francisco with BART,

    I already know riding MARTA is smart.

    Take a pledge, starting now to be green,

    The result? …a less congested Atlanta that has never been seen.


    Give up your car and join in,

    Get there faster, safer, less stress, and everyone wins.

    Get the cars off the road,

    Walk, take transit …be BOLD

    It is the right thing to do,

    Mother Earth thanks you too.


    Stand up, Stand up, for transportation, it’s National Infrastructure Day,

    Help change the business model for future growth to stay.

    Acknowledge, raise awareness, to transportation’s funding plight,

    Get the word out to Congress, the overdue investment is not slight.

    MARTA’s commitment to small business is key,

    “Join the efforts of the Strategic Alliance Memorandum!” said he.


    Transit oriented development… TODs are here to study,

    To increase service delivery and customer loyalty …tell your best buddy.

    Economy and service, MARTA strives to provide,

    With mix-use development, it will end that unnecessary drive.

    Mix-use living awaits you, so continue your pace,

    But take time to appreciate, you’ve saved valuable space.


    Buses and trains have your route covered, so don’t be nervous,

    They are working in tandem, to give you great service.

    Create the perfect ride for all,

    Be reliable, economic, safe, easy, without stalls.

    Buses and trains will be high tech,

    With mobile payment, Wi-Fi, and cellular connect.


    Hop on success, Clayton County signed on,

    Don’t delay the decision take a S.E.A.T. with the throngs.

    Buckhead Station bridge has debuted, so take a walk to the train,

    Customers agree, it was worth the small change.


    Be “smarta” go MARTA, we know the routine,

    Be popular again, take MARTA every day and join the MARTA team.

    Don’t drive drowsy or stressed, play it safe, leave the driving dread,

    Check out the new H.E. Holmes bus loop instead.


    MARTA is “HOT”, the ridership is high,

    This is the time to never say die!

    “Ride with Respect”, keep your eyes wide for safety,

    The effort by MARTA security has never been hasty.

    Apprehending bad behaving people quick as they can,

    For fare evading, initiating destructive deeds, or another evil plan.


    The thought for the day is toilets you say?

    Marta brought this necessity back to stay.

    The hope is long term,

    That toilets return.

    Safe, sanitary, hands free, self-cleaning, and loiter-proof, it’s the “piece de resistance”,

    The new washing unit/bathroom at Lindberg Center Station needs no assistance.


    Mix smart growth with smart transit, and what does that mean?

    It equals “routine excellence” and MARTA’s future is “green.”

    We all can do our part…so sit back, relax, and enjoy your ride,

    Support the ever evolving MARTA to be by your side.

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    Public Transport Survey Finds MARTA Safe, Reliable Alternative to Cars

    By Jennifer Jinadu-Wright

    Jennifer Jinadu-Wright, Director of Marketing, MARTA

    Jennifer Jinadu-Wright, Director of Marketing, MARTA

    The past few years have been transformative for MARTA. The agency is on a much stronger financial footing, rail and bus service is more frequent and more people are riding the system.

    Recently, MARTA used an independent research firm to conduct a market survey to better understand our customers and identify opportunities to grow our ridership.

    Our findings reaffirmed that we should continue to make the case that public transit is a safe, reliable and convenient alternative to the automobile. Research shows that MARTA has an opportunity to:

    • Increase awareness of where the system goes, both region-wide and at the local level. Many potential customers don’t know if there is a stop or station near where they live, work, or travel for personal business.
    • Use MARTA rail as an introductory point to the system; potential riders are far more likely to try rail first.
    • Increase awareness of the value of MARTA – which is a flat fare system that costs $2.50 to ride (and $1 for a Breeze card) with free transfers.
    • Increase participation among area employers in the Employer Partnership Program, targeting those with their workers who are the most likely to ride.
    • Promote MARTA’s safety and low-crime rate, particularly among non-riders.
    • Improve customer service through better employee training

    The population within MARTA’s service area has been segmented into four categories – primary riders, secondary riders, potential riders and no potentials. Millenials are especially keen on riding MARTA and find it a good value compared to driving.

    Of those surveyed, rail is the preferred public transit mode. Even so, MARTA is committed to making bus service a more attractive transportation option. MARTA’s Planning department is putting the final touches on the Comprehensive Operational Analysis, an in-depth reworking of our existing bus routes to make them more efficient, effective and customer friendly.

    Expect to see and hear more advertisements in the next few weeks encouraging you to give MARTA a try, especially for trips to Atlanta’s Hartsfield-Jackson International Airport. A recent survey ranked Hartsfield-Jackson as the tops in the nation for transit accessibility because of the direct connection to the main terminal gates that MARTA provides.

    The Midtown Alliance has named June “Try Transit” month and is encouraging individuals who live or work in Midtown to put down the car keys and pick up a MARTA Breeze card or commute with one of our transit partners: Georgia Regional Transportation Authority Xpress buses, Cobb Community Transit or Gwinnett County Transit.

    Use MARTA’s MyCommute trip planner or check Google Maps to find the closest MARTA bus stop or rail station near you. Ensure you’ll have a stress-free trip by downloading our “On the Go” mobile app to get real-time train and bus arrivals. Also, don’t forget to check out our new video and let us know what you think MARTA should be doing to grow its ridership.

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    4 Takeaways from Development Day

    Conor Sen headshot

    Conor Sen is a portfolio manager with interests in demographics, media, technology and Atlanta’s urban development.

    By Conor Sen

    I spent most of this morning at the 3rd annual MARTA Development Day, a forum for MARTA officials to talk to real estate developers about the progress the system is making, and to facilitate the development of land around transit stations.

    4 Takeaways:

    1) A new boldness from MARTA CEO Keith Parker and MARTA Chairman Robert Ashe. An old boss liked to say when things were going well that he had the leverage to “play offense.” I attended the State of MARTA address a few months ago and at that meeting Parker/Ashe said that their goals were to remove all legitimate obstacles from the state or other higher government bodies investing in the expansion of MARTA and they believed they had done that. The tone at that meeting was one you might find from a team making a presentation on Shark Tank, where the presenters know that ultimately the individuals on the other side of the room were the ones in control. This morning the tone was different. They spoke with the boldness and the forcefulness of a team that knows it’s done its job and wants to act now. It was heartening to see.

    2) Walkable development will be the predominant form of real estate development in this country for the next 20-30 years. Well-known urbanist Chris Leinberger’s presentation was a highlight of the event. He compared Atlanta not to DC but to Boston, saying that the Boston built environment is a direction metro Atlanta appears to be headed towards. Over the past 30 years Boston has gone from a Route 128-focused development cycle to one focused on core Boston around the T and Boston’s universities. The region is still 90-95% suburban/car-centric, but most new real estate development is happening in walkable areas. Real estate in walkable areas carries roughly a 100% premium over non-walkable areas, which is the market saying “to build more of this stuff.” Even in a boom year the built environment only grows by around 2%. Even if the walkable share of metro Atlanta only grows to around 5-10% of the total built environment like in Boston, it will take many, many years of walkable growth to catch up with demand.

    3) Gross tax revenues of walkable areas are up to 12x those of non-walkable areas. I’ve mused on this on Twitter a bit in the past, saying that the economic efficiencies gained in walkable places should appeal to the fiscal desires of conservatives, but had never seen the data before. In metro Atlanta we’re seeing in areas as diverse as Cobb County with the new Braves stadium, in Alpharetta, in Johns Creek, in Duluth, in Roswell, in Sandy Springs, and in Dunwoody, hardly the bastion of progressive hipsters, that walkable places are important both because they attract Millennials and because their tax bases are too reliant on suburban residential and not enough on commercial. There’s a need to rebalance the tax base to support the needs of aging infrastructure and aging residents. Younger homeowners want walkability as an amenity and older city leaders need a more balanced tax base which can be brought about by incorporating walkability, so even though the values of the two constituencies may differ their incentives are surprisingly aligned.

    4) Financing new forms of walkable developments remains challenging. Everybody wants to build grocery-anchored mixed use developments capped with a ton of luxury apartments. But just because that’s what developers want to build and investors want to finance doesn’t mean that’s capturing all or even most of what needs to be built. But non-traditional walkable developments don’t fit into existing financing models very well, and as a result financing them has up to now been somewhat difficult. This will surely work itself out over time, but for now it’s holding back the creation of more walkable places.

    Conor Sen is a portfolio manager at New River Investments. 

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    MARTA to Announce New Transit-Oriented Developments


    At its third annual Development Day, MARTA will announce the achievement of a goal established by GM/CEO Keith T. Parker in 2013 to have five Transit-Oriented Developments underway within two years. MARTA’s Office of Transit-Oriented Development and Real Estate, led by Senior Director Amanda Rhein, will update attendees on the agency’s TOD progress and announce the next two TOD opportunities. Attendees will also hear remarks from Parker and MARTA Board Chairman Robert L. Ashe III.

    Projects underway include the Avondale, Brookhaven/Oglethorpe, Chamblee, Edgewood/Candler Park and King Memorial stations.

    The event will feature a keynote presentation from Chris Leinberger, President of LOCUS: Responsible Real Estate Developers and Investors. He is also a Senior Fellow at the Brookings Institute and coined the urbanism term “walk-ups,” an industry term to define pedestrian access.

    Leinberger’s keynote, “How TOD is Meeting the Demand for Urban, Walkable Places” will address the long-term, regional impact of MARTA’s TOD program. Columbia Ventures, a MARTA TOD partner and mixed-use developer, will follow with a presentation on a TOD financing case study.

    All speakers will be available for media interviews following the event. Register to attend: Follow the event hashtag using #MARTADevDay.

    2015 Development Day

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    Stand Up for Transportation Day

    By Lyle Harris

    Lyle V. Harris, Chief Spokesperson, MARTA

    By Lyle V. Harris, Chief Spokesperson, MARTA

    The federal Highway Trust Fund authorization legislation is set to expire in less than eight weeks. To make matters worse, the fund will be bankrupt by the end of August. Time and time again, Congress has passed short-term funding measures, hampering state and regional transportation agencies ability to finance and implement big-ticket infrastructure projects.

    At 11 a.m., Thursday, April 9 at the Five Points station Amphitheatre, join Keith T. Parker, MARTA CEO; Luz Borrero, DeKalb County Deputy COO; Doug Hooker, Atlanta Regional Commission Executive Directory; Stacey Key, Georgia Department of Transportation Board Member for Stand Up for Transportation Day.

    The event will feature opening remarks from the Honorable David Scott, Congressman for Georgia’s 13th District and community thought leaders in an interactive conversation about the importance of investing in transportation infrastructure.

    Stand Up for Transportation Day will be a local day for national education and outreach to the public and our elected officials. Our goal is to raise awareness for the nation’s long-term transportation infrastructure funding plight.

    Help send a message to Congress that the expansion, maintenance and upkeep of our public transit, roads and bridges need to be dealt with now and we need long-term investment in our aging infrastructure.

    Active on social media? Help make this event a trending topic across the country by using #SU4T.


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    MARTA, U.S. Small Business Administration Ink Strategic Alliance

    By Lyle V. Harris

    MARTA signed a Strategic Alliance Memorandum with the U.S. Small Business Administration (SBA) to help start, maintain and expand small businesses in Georgia. SBA Regional Administrator Cassius Butts joined MARTA GM/CEO Keith T. Parker on March 3 for an official signing ceremony and small business networking event at the transit agency’s headquarters in Atlanta.

    Pictured L-R: SBA Regional Administrator Cassius Butts and MARTA GM/CEO Keith Parker sign the agreement while Terri Denison, SBA Georgia District Director and Ferdinand Risco, Executive Director, MARTA Office of Diversity and Equal Opportunity stand and witness the occasion.

    Pictured L-R: SBA Regional Administrator Cassius Butts and MARTA GM/CEO Keith Parker sign the agreement while Terri Denison, SBA Georgia District Director and Ferdinand Risco, Executive Director, MARTA Office of Diversity and Equal Opportunity stand and witness the occasion.

    Through its Office of Diversity and Equal Opportunity, led by Executive Director Ferdinand L. Risco, MARTA works hand-in-hand with the SBA’s Georgia District Director Terri L. Denison, other government partners, local chambers of commerce and business organizations to cultivate business development opportunities for Georgia companies. MARTA, the ninth largest public transit system in the country, provides an estimated $2.6 billion economic impact to the state’s economy.

    In his remarks, MARTA GM/CEO Keith T. Parker predicted the next few years will be critical to the agency’s growth and success. On March 21, MARTA will begin service in Clayton County, marking its first jurisdictional expansion since its inception more than four decades ago.

    “As the economy continues to improve, more residents and visitors are choosing MARTA. We’ve made ridership gains and, with more customers, comes the need for more investment in the system,” said Parker.

    “With that in mind, in December, we announced MARTA is boosting its commitment to small and disadvantaged businesses,” he continued. “Now, projects using federal dollars will require 30 percent participation from disadvantaged business enterprises through 2017.”


    MARTA GM/CEO Keith Parker welcomes attendees to the signing ceremony. Photo credit: MARTA

    MARTA GM/CEO Keith Parker welcomes attendees to the signing ceremony.
    Photo credit: MARTA

    “It is a true honor to sign this historic Strategic Alliance Memorandum with MARTA. This living document will allow our organizations to reach more small businesses that are looking for greater opportunities. Relationships such as this are critical for the growth of our small business community. We are both committed to growing the economy, adding jobs, and helping to make Metropolitan Atlanta a place where small businesses will thrive,” said Cassius F. Butts, Regional Administrator, U.S. Small Business Administration.

    Prior to the signing ceremony, staff from the Small Business Administration’s Georgia office participated in a meet and greet with local small business owners. Other organizations represented included the DeKalb Chamber of Commerce, the Atlanta Business League and the Conference of Minority Transportation Officials.

    Local entrepreneurs engage with SBA staff prior to the signing ceremony. Photo credit: MARTA

    Local entrepreneurs engage with SBA staff prior to the signing ceremony.
    Photo credit: MARTA

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