Empowering the next generation of transit riders

Many transit agencies nationwide struggle to attract younger riders. With the continued decline in the number of teenagers getting their driver’s licenses, Hampton Roads Transit (HRT) sees opportunities to attract—and retain—the next generation of transit customers.  

HRT, serving six cities in coastal southeastern Virginia, recognized this potential in 2016 with the advent of our Student Freedom Pass, which provides high school students with free fares on our bus, light rail, ferry, microtransit and seasonal trolley services. 

Since its inception, the Student Freedom Pass has become more than just a free ride; it is a vehicle for independence and opportunity in a community where young people can greatly benefit from increased access.  

We have seen a 350 percent increase in youth ridership since that pilot year thanks to building strong partnerships with high school administrators who champion this resource for their students. The Student Freedom Pass enables teens to attend after-school programs, work part-time jobs or explore their cities with friends and family. 

Today, more students than ever own a Student Freedom Pass, driving growth in our transit network, but the challenge of keeping them onboard has just begun. 

Student transit riders commission 

Our recent ridership surveys found that our core customers come from an age group that will eventually need to be supplemented by a new generation. At HRT, we figured the best way to attract that younger demographic was to hear from them directly about what we can do to increase youth ridership and make it sustainable for future generations.  

With this in mind, we recently created the Student Transit Riders Commission (STRC). This panel of students, being formed this summer, will have a seat at the table to discuss pressing issues related to their involvement in transit and how we can make our system more youth friendly.  

We are seeking young, bright-minded students to help us answer questions like, “How can we make the system a more attractive resource to this age group?” or “What can we do to effectively market to your peers?” and “How do we bridge this gap that exists between our organization and the generation that can benefit the most from it?”  

We are hopeful that the answers to these questions will help us move forward with a newfound understanding of these students and strategies for how to attract them. After all, kids that ride transit turn into adults that ride transit and advocate for public transportation.  

This new platform is where young riders’ voices can shape the future of transportation in the region, so we want them to have a say in the matter on topics like service changes, marketing and recruitment. In short: we want them to help us help them.   

The STRC is intended to be a younger mirror of our governing board, the Transportation District Commission of Hampton Roads. It will be made up of Student Freedom Pass riders from each city we serve, ensuring all our localities will be represented.  

Just as we’ve leveraged youth groups and school leaders to promote the Student Freedom Pass, these partnerships are paying off to help us spread the word and recruit prospective members. As a result, we have seen an overwhelming stream of applications come in from civic-minded and socially engaged students. In return for their commitment, we want to provide young people with opportunities to develop leadership skills, volunteer, learn about transit planning and create a space for them to share ideas that will make a difference for the next generation of transit riders.  

The commission will meet monthly in our offices. Members will be briefed on initiatives relevant to them and given an opportunity to give their opinions on different aspects to our governing board.  

We are encouraged by the ability of these prospective members to keep us in step with the next generation while engaging their peers as lifelong champions of public transit. 

More information on the STRC can be found on HRT's website.