For some, it couldn’t change soon enough. For others, it’s a bittersweet farewell. Whether you loved it or hated it, Sarasota County’s public transit system is parting ways with the name it has worn for over 40 years: SCAT.

Sarasota County Area Transit began operations in April 1979. According to the original marketing plan, “the condensed name of SCAT indicates movement, quick and active, always on the go.” A jingle from its early days used the lyrics “SCAT-away – right away – It’s your move – get SCAT go – BEEP BEEP.”

The name, often associated with its scientific meaning, has long been a source of snickers and groans. When the county introduced a new specialty route in 2017, the label Siesta Key Breeze didn’t even hint at its connection to SCAT.  A redesign of the transit network in 2021 (introducing OnDemand by Sarasota County) presented an ideal opportunity to consider a fresh look and feel for local public transit.

Market research was conducted. It identified community values rooted in a coastal beach paradise and leisurely lifestyle. After months of engagement with stakeholders, the new name was selected: Breeze. It hits the mark for coastal (sea breeze, gulf breeze, ocean breeze). It checks the box for leisurely (easy breezy; a gentle or playful wind). And it represents the fundamental concept behind transportation: movement.

The brand mark and color palette also reflect those values. The Breeze mark is three stacked curves that imply waves of air or water. The primary, darker blue is consistent with the blue used in the branding of Sarasota County Government. The accent colors were borrowed from an evening beach image: aqua waters, green dune grasses and palm fronds, and a coral sunset.

Starting in Summer 2023, all of Sarasota County’s public transit services will transition to the Breeze brand.

• There are more than a dozen Breeze routes (aqua accent): ten routes connect in Downtown Sarasota; Breeze Route 17 leads to Venice and Breeze Route 9 to North Port. A free trolley travels between Siesta Village and Turtle Beach on Siesta Key. The Breeze 76 Flyer, debuting in December, will use a trolley to connect SRQ Airport to downtown Sarasota hotels.
•  Breeze OnDemand (green accent) is a zone-based, curb-to-curb “mobility on demand” rideshare service. Passengers simply call or use the mobile app to request a ride. The driver arrives within 30 minutes of confirmation, picking up or dropping off other passengers along the way. There are four Breeze OnDemand zones: 1) Downtown Sarasota/Lido Key/Longboat Key, 2) Siesta Key, 3) Venice/Englewood Area, and 4) North Port Area. Each Breeze OnDemand zone connects to a Breeze route, enabling passengers to extend their trip outside the OnDemand service area.
• Breeze Plus (coral accent) is the paratransit branch of the system. It encompasses three programs. The Breeze Plus ADA Program serves passengers with qualifying ADA impairments who are making trips near a bus route. The Breeze Plus Transportation Disadvantaged Program carries passengers who lack alternative transportation and meet age, income, or disability qualifications. The Breeze Plus Veterans Medical Transportation Program transports military veterans who are traveling to VA facilities in Bay Pines or Tampa.

In addition to the visual Breeze components, the transit department has been focused on incorporating new technology, industry best practices, and customer touchpoints that will create an easy, leisurely experience. The SCAT name is going away, but Sarasota County remains dedicated to providing safe, reliable transportation for residents, employees, and visitors. Whether you’re headed to work, appointments, shopping, or dining – getting there will be a Breeze.