JACKSONVILLE, Fla. – New and exciting changes could soon be coming to the St. Johns River Taxi service in hopes of boosting the number of riders.
Lakeshore Marine Services says current ridership does not support the costs to operate the boats.
Regular round trip prices are $7 for adults, $5 for children 3-12 years old, and free for children under 3 years old. Prices increase per trip for Jaguars games and during special events.
Ridership numbers peak during the Jaguars season or during special events, but the number of riders drops at others times.
Ridership is half of what it was in 2012, so they're looking for the city to contribute $250,000 -- the amount Lakeshore Marine lose each year running the boats -- so they don't have to cut back on hours or raise prices.
Lakeshore Marine gave a presentation to the Rotary Club last week and City Council will discuss some of these same ideas Tuesday night.
"Rather than making decision to terminate service during the day or adjust hours we're working closely with the city on a public-private partnership where I would raise up to $120,000 from private sector businesses that benefit from the service and I would ask the city to partner in that by matching in a one-to-one situation," said Heather Surface, Lakeshore Marine Services
Lakeshore Marine hopes to raise money and bring new features to the service including, tours and charters, school field trips to destinations on the river like Jacksonville University and the zoo. Surface also hopes to enhance public access to the river, connect the river taxi to downtown transportation hubs and take advantage of under-utilized docks throughout the city.
Five-year-old Hailey Jackson is spending six weeks here with her mother staying at the Ronald McDonald House in Riverside. She loves dolphins and the water, so the St. Johns River Taxi is a perfect getaway for her.
"Radiation can make you a little angry so it's nice to come here and go to MOSH and its nice riding on the boat. It's peaceful," Hailey said.
Hailey was diagnosed with a brain tumor when she was 3 and is getting treatment at the University of Florida Health Proton Therapy Institute.
"Along with this comes stress on her. We've been tired so it's nice to get away from the treatments and radiation," said Elizabeth Jackson.
Surface said families like the Jacksons are the reason why it's important to keep the river taxis running.
Hailey and Elizabeth Jackson hope the river taxi continues to run, and so does Molly Heyman from Texas. She frequently visits her granddaughter in Jacksonville and always looks forward to being on the water.
"It's cool and calm and you can avoid traffic and craziness and see the greenery and buildings and everything that is downtown Jacksonville," she said.