TDM Toolbox

Mitigation Calculator

Subsector: Transit
Transit Marketing and Subsidization
VMT Reduction Potential: 1
Cost: 2
ROI: 2
StanCOG Relevancy: 4
Land Use Content: Urban, Suburban
Trip Type: School, Residential, Commute, Recreation
Scale: Regional
Timing: Short Term (1-3 years)
Implementors-Private: Educational Institutions, Employers, Property Managers, Transportation Management Associations (TMAs)/Transportation Management Organizations (TMOs)
Implementors-Public: Municipalities, Regional Agencies, Transit Agencies
References: California Air Pollution Control Officers Association (2024), StanRTA Free Fare Programs, StanRTA rider surveys, California State Auditor transit ridership initiatives

Description

This strategy increases transit ridership through targeted marketing campaigns, promotional programs, and rider incentives. Similar to mobility wallets, transit marketing and subsidization reduce barriers to transit use by increasing awareness of available services and providing incentives that encourage riders to try transit and continue using it.

Implementation Details

  • Establish recurring “Try Transit” campaigns targeting students, new employees, seniors, and residents in areas with low transit usage.
  • Coordinate regional marketing campaigns among StanCOG, StanRTA, Turlock Transit, employers, schools, and colleges.
  • Expand free-fare and discounted-fare promotions during major community events and targeted outreach periods.
  • Provide multilingual materials, particularly English and Spanish, through schools, employers, community organizations, and transit centers.
  • Use rider surveys and fare-payment data to measure whether promotional riders continue using transit after incentives end.

Mitigation Potential

Transit marketing and subsidy programs can reduce VMT by increasing transit ridership and reducing financial barriers to using public transportation. Promotional fares, free-fare programs, and targeted outreach can encourage new riders to try transit and increase ongoing transit use in place of single-occupancy vehicle trips.

For more details, see CAPCOA, T-9. Implement Subsidized or Discounted Transit Program, pg. 95-99 for VMT reduction quantification.

Linked Strategies

Equity Considerations

Target promotions toward transit-dependent populations and residents of Disadvantaged Communities (DACs). Use free or discounted fare programs to reduce cost barriers for youth, seniors, and low-income individuals. Include community feedback loops to evaluate whether campaigns effectively reach equity-priority groups.

Funding Sources

Relatively low capital requirements but requires ongoing funding for outreach, fare subsidies, promotional materials, and program administration. Potential sources include LCTOP, FTA Section 5307, CMAQ, State Transit Assistance, TDA, Clean Mobility Options, and local agency funding.

Examples/Case Studies

StanRTA – Free Fare Promotions

StanRTA has implemented several free and reduced-fare programs to reduce financial barriers to transit and encourage ridership among key user groups. Youth ages 0-18 ride free systemwide, while veterans, active military members, and Modesto Junior College students with valid identification also receive free transit service. Additional reduced-fare options are available for seniors, individuals with disabilities, and Medicare cardholders. These programs demonstrate how targeted fare subsidies can expand access to transportation, support transit-dependent populations, and attract new riders who may continue using transit after experiencing the service. StanRTA complements these efforts with modern fare payment options, including mobile ticketing through Token Transit, making transit more convenient and accessible for existing and potential riders.

California Transit Ridership Initiatives – County Connection

The California State Auditor reviewed transit agencies’ free-fare and ridership initiatives between 2018 and 2025. One notable example was County Connection’s Monument Free Program, which eliminated fares on three routes serving predominantly low-income communities using LCTOP funding. This provides a strong example of combining fare subsidy with equity-focused targeting.