Rail

Branson debuts Virgin MiamiCentral station, sets stage for rebrand

Posted on April 8, 2019

Richard Branson unveiled Virgin MiamiCentral and revealed the first visuals for Virgin Trains USA.
Photos courtesy Virgin Trains USA
Richard Branson unveiled Virgin MiamiCentral and revealed the first visuals for Virgin Trains USA.Photos courtesy Virgin Trains USA
Richard Branson and Virgin Trains USA President Patrick Goddard unveiled Virgin MiamiCentral and revealed the first visuals for Virgin Trains USA.

The celebration, which featured remarks from the Mayor and other local officials, marked the first significant moment in Brightline's transition to Virgin Trains USA.

Virgin MiamiCentral is the hub for all things transportation, business, dining, and entertainment in downtown Miami. Connecting Metrorail, Metromover, Brightline and soon, Tri-Rail, the destination offers transportation options for the millions of commuters, visitors, and travelers who will be accessing the station. Virgin MiamiCentral also features Central Fare, Downtown Miami's food hub that will soon debut, a Citi Bike share and designated drop-off-and-pick-up zone for Lyft, Brightline's official ride-share partner.

In November 2018, Brightline announced a strategic partnership and trademark licensing agreement with the Virgin Group, one of the world's most recognizable brands in travel and hospitality. Executing a phased approach to the rebrand to Virgin Trains USA in 2019, Virgin MiamiCentral is the first element to feature the new Virgin branding. The station's new Virgin branding comes in advance of the opening of Central Fare, a collection of restaurants and bars that is housed within the development.

Executing a phased approach to the rebrand to Virgin Trains USA in 2019, Virgin MiamiCentral is the first element to feature the new Virgin branding.
Executing a phased approach to the rebrand to Virgin Trains USA in 2019, Virgin MiamiCentral is the first element to feature the new Virgin branding.

“Virgin has a long history of changing industries for the better and inspiring enduring loyalty through outstanding customer experience,” said Sir Richard Branson. “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.”

Poised to reinvent train travel in the U.S., Virgin Trains USA is the express intercity passenger rail service that currently connects Miami, Fort Lauderdale, and West Palm Beach, with expected future service to Orlando and Tampa, and between Las Vegas and Southern California.

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