The goal for every transit agency is to increase ridership. From the national level to our local agencies, quarterly advertising campaigns were created as a way to educate the public about transportation in hopes to increase ridership.
Many ridership downturns are linked to the simple economics of gas and used-car prices. In addition, unlike major metropolitan areas, public transit in the Central Valley is reliant more so on necessity than choice. That said, it was important for us to identify opportunities to increase ridership among those more likely to use public transit. Not only did we create a first-of-its-kind program to do just that—we also added convenience and incentives to the mix.