MATA, the Downtown Memphis Commission, and the Memphis Medical District Collaborative will launch Groove On-Demand February 10th. Author: Downtown Memphis Commission News Release Published: 12:50 PM CST February 3, 2021 Updated: 6:34 PM CST February 3, 2021 MEMPHIS, Tenn. — Memphis Area Transit Authority (MATA), the Downtown Memphis Commission, and the Memphis Medical District Collaborative will launch Groove On-Demand, a dynamically-routed on-demand public transit service on February 10. In partnership with Via, the leader in TransitTech, Groove On-Demand will expand access to affordable, efficient, and convenient public transit for all riders in the greater Downtown Memphis area, including the Medical District and New Chicago. The goal of the service is to support access to jobs, commercial, and medical opportunities in Downtown Memphis without the need for a private vehicle. Development in Downtown is growing rapidly, with nearly 400K new jobs expected in the coming years, and a 15 percent increase in population since 2000.