SolTrans Youth Ride Free Pilot

Target Audience: The target audience for the SolTrans Youth Ride Free Pilot Program was Solano County youth aged 18 and younger, as well as their parents and guardians who influence transportation decisions. Our goal was to provide accessible and cost-free public transit, empowering young riders to travel independently to schools, extracurricular activities, and social engagements. This initiative also reached secondary audiences, including school districts, community organizations, and youth-focused programs. We aimed to reduce transportation barriers, reduce chronic absenteeism, encourage early adoption of public transit, and support a more sustainable future.

Strategy Objective:The Youth Ride Free Pilot Program aims to increase youth ridership while fostering stronger partnerships with schools, school districts, and youth organizations. By eliminating financial barriers to transit, this program seeks to improve access to education and ensure students have reliable transportation to and from school. Through this initiative, SolTrans is committed to empowering local youth, enhancing connectivity, and supporting the success of our community's next generation on transit.

Situation Challenge: To support our community and address the unique needs of young riders, SolTrans has introduced the Youth Ride Free Pilot Program for individuals under 18. Starting April 1, 2024, and continuing through the 2024-2025 school year, this initiative aims to make transportation more accessible for students, particularly those without mobile devices, and to improve school attendance by removing barriers to transit. Through this program, we hope to encourage youth to explore their community, engage in educational and recreational activities, and foster a lifelong appreciation for public transit.

Results Impact: The Youth Ride Free Pilot Program has significantly boosted youth ridership, growing from 19,854 to 44,693 between May and October 2024. This initiative has also contributed to measurable community benefits: the Vallejo school district reported a reduction in chronic absenteeism, and Benicia's school tripper ridership more than doubled compared to the 2023 school year. These results highlight the program's success in improving access to education, reducing barriers to transit, and fostering greater transit use among young riders.

Why Submit: The Youth Ride Free Pilot Program exemplifies the power of effective marketing and communication to drive impactful results. Through strategic partnerships with schools and youth organizations, this program successfully engaged the community and removed barriers to transit for students. The results speak volumes: youth ridership surged from 19,854 to 44,693 a 125% growth in youth ridership in just six months, chronic absenteeism in Vallejo schools decreased, and Benicia's school tripper ridership more than doubled compared to the previous year. This initiative not only increased ridership but also demonstrated SolTrans' commitment to equity and access, making it a model for innovative transit marketing that creates meaningful change.