DART Hires New Chief Innovation Officer

John Liddle
July 17, 2019 - 6:56 am
Gregory Elsborg

Credit: DART

DALLAS (1080 KRLD) - As mass transportation continues to evolve, Dallas Area Rapid Transit (DART) wants to continue to meet the needs of commuters.  So the company has brought in their first CIO, or Chief Innovation Officer.

"As we move forward, we have to become much more than just the bus and train company," said DART President Gary Thomas. "We really have to become the mobility coordinator in the region."

Gregory Elsborg has been named Vice President, Chief Innovation Officer.  Elsborg comes to DART with a long history of general management and marketing leadership roles in transit in the UK.

Elsborg sees his ultimate goal as a customer-focused one.

"Looking at how we can improve the customer and the rider experience, and making sure that everyone using DART has a seamless experience end-to-end, and that they have all the options available to them at every point in the journey."​