BFJ Planning was retained by New York State Research and Development Authority (NYSERDA) to work with the City of New Rochelle on a downtown shuttle system feasibility study to enhance existing transit options and provide greater connectivity for users in the area. The goal was to establish a dynamic system that could allow for on-demand services as requested by a smartphone app, as well as flexibility for ride hailing and the consistency of fixed-route schedules. BFJ investigated the downtown and adjacent areas’ demographics, connectivity, and general pedestrian and traffic patterns in order to distinguish the needs of various user groups: Residents, commuters, local workers, and students. This study investigated both the realistic short-term opportunities for a shuttle system as well as future expanded service phasing options. Iterative stakeholder engagement with officials from New Rochelle, representatives from local institutions and organizations, as well as prospective users served as a key determinant in shaping ultimate recommendations. This feasibility study and BFJ recommendations have informed the pilot and now continued service of New Rochelle’s current downtown shuttle system that has been branded Circuit NR.