MILWAUKEE — With the cut of a ribbon, Milwaukee’s newest transit hub is up and running.

City and county officials came together Thursday to officially open the Couture Transit Concourse inside the newly developed Couture building in downtown Milwaukee.

Beginning Thursday, The Couture station will serve as the terminus for The Hop’s new L-Line, which runs through downtown and ends closer to the lake than the existing M-Line. The L-Line has officially been operating since October 2023, but only on Sundays. Now, the line will run every day of the week.

Beginning in June, Milwaukee County Transit System Connect 1 service will also end at the Couture Transit Center. That line runs west to the Milwaukee Regional Medical Center.

The opening of the new station means transit will be closer to the lakefront than in the past. During the dedication ceremony, Milwaukee Mayor Cavalier Johnson said that will help meet the transit needs of more people around the city.

“It is important to recognize the people that will use this new facility. Think about the business people, think about the festival-goers. Think about the residents who will all take advantage of this incredible destination in Milwaukee. Think about the young people who will convince their parents to go on the Hop,” said Mayor Johnson.

Some dedicated Hop enthusiasts were among the first to ride the expanded L-Line service Thursday. Mark Ward has been following The Hop from the start. As he rode on the L-Line for the first time, he said he thinks the close access to the lakefront will make a difference in encouraging people to ride.

“If you walk to the southern edge of the platform, which is maybe a 200-foot walk, walk kitty corner across the street, you are right at the Summerfest grounds. How convenient can that be?” said Ward.

The Connect 1 bus service is expected to begin using The Couture station on June 2. The route currently ends a few blocks to the north.