TDM Toolbox

Subsector: Transit
Reduce Transit Fare
VMT Reduction Potential: 3
Cost: 2
ROI: 2
TAM Relevancy: 4
Land Use Content: Urban, Suburban
Trip Type: School, Residential, Commute, Recreation
Scale: Regional, Community, Site
Timing: Short Term (1-3 years)
Implementors-Public: Municipalities, Regional Agencies, Transit Agencies
Eligibility Status: Feasible, Currently Exist, Implementable/Expandable, Applicable Funding

Description

Subsidized transit fares reduce or eliminate the cost of using transit. This program can increase bus ridership by offering promotions and incentives for new riders, with targeted marketing and supports public transit.

Implementation Details

  • Distribute fare vouchers and ride passes for first-time bus riders in partnership with Marin Transit marketing campaigns.
  • Organize “Try Transit” weeks and student ridership drives at high schools and community colleges.
  • Focus targeted outreach on Non-English-speaking households, service workers, and senior communities.
  • Track outcomes using post-event surveys and VMT shift estimates to assess long-term rider retention.

Mitigation Potential

Providing subsidies to reduce the cost of transit reduces single occupancy vehicle trips and therefore VMT.

For more details, see CAPCOA, T-29. Reduce Transit Fares, pg. 204-207 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

Funding sources include the Regional Active Transportation Program (Metropolitan Transportation Commission), and the Sustainable Transportation Planning Grant Program: Sustainable Communities: Competitive and Technical (Caltrans).

Implemented in TAM Area

Current TDM Implementation

Clipper START offers 50% off all Bay Area transit fares for low-income residents. Marin Transit has fare-free promotional days, like Transit Equity Day in February and for the Marin County Fair. SMART always offers free rides for youth and seniors. The Golden Gate Ferry offers free rides to uniformed military personnel during Fleet Week, and the San Francisco Bay Ferry has previously given free rides for California Clean Air Day.

TDM Benefit Locations

Transit agencies in Marin can expand opportunities for subsidized transit fares, for special promotional events and on a more regular basis. This TDM strategy can be used to capture more choice riders and welcome riders that are currently limited by cost barriers.