Marketing will be a key component to this locally. People of Grand Rapids need to know there is a LOCAL rideshare option. They need to understand the impact their money has on our local economy and how using the local ride share service versus the national competitors can benefit Grand Rapids and local non-profits deeply.
Many rideshare drivers are already driving for multiple platforms while they are on the road. (Uber and Lyft primarily) so adding a third option for a city full of drivers with a lot of experience would be easy.
The City would also have a little more control of who the drivers are and set standards for said drivers & vehicles (likely better than Uber and Lyft do). If this is marketed properly, people of all ages will love knowing they are entering a City owned & approved vehicle with a responsible driver behind the wheel. If people know the City is overseeing and regulating this, we could increase overall usage by getting seniors involved and other skeptics that have not tried traditional ridesharing.
I would compare it to the marijuana business is Colorado. Data is proving that people are happy to pay more when they know exactly what they are getting and trust that it is the safest option. They don't want to take the chance on black market weed when 100% safe/verified weed is available for just a couple bucks more. They won't want to ride black market rideshare services either once a clean, crisp, GRuber driver & vehicle pull up to get them the first time.