The regional transportation authority in Greater Vancouver (TransLink) is one of the few organizations in North America that has continued to increase transit riderhip since the 1990s with ridership growing 48% between 1990 and 2005. This paper outlines how transit agencies can be creative in working with their customers and communities to substantially increase transit use and build long-lasting partnerships through innovative programs. These programs can be successful at generating new ridership at a fraction of the cost per new rider as compared to significant operating costs and capital investments in new rapid bus or rail transit systems. This paper highlights the development and implementation of TransLink’s Universal (U-pass) Program for more than 65,000 full and part time students at Simon Fraser University (SFU) and the University of British Columbia (UBC). The U-Pass Program has increased transit ridership at UBC and SFU by 63% since its introduction in September, 2003. In addition, it has increased mode share at both schools to almost 45%. This program is unique in that it has enticed a wellknown financial institution to provide sponsorship funding and marketing promotion. Also, the U-Pass Program has resulted in stronger partnerships with these educational institutions, leading to support for other joint initiatives such as the development of the Community Pass Program and improvements in transit service and customer facilities on both campuses. This paper describes the key steps used to develop the U-Pass Program, including a market research survey employed to establish pass pricing, key program features, and bus service improvements to support the program. The paper also provides useful insights for other transit organizations contemplating introducing transit pass programs. Further, this paper also outlines the development and deployment of TransLink’s OnBoard Program and in particular, its most successful initiative, the Employer Pass Program. The Employer Pass Program has worked successfully with over 180 employers to meet employers' and employees’ transportation needs, increase transit ridership and successfully switch drivers to transit. This initiative alone has removed more than 1.4 million single occupant vehicle (SOV) peak hour commuting trips for the roads around Greater Vancouver in 204 and 2005. Finally, this paper highlights the development of Canada’ first Community Pass Program, which is targeted to residents of sustainable communities being built at both UBC and SFU. In early 2006 this program was implemented at UniverCity, a sustainable community at Simon Fraser University, with a ten-year built out population of 10,000 residents. Other potential initiatives being contemplated by TransLink to increase transportation options and transit ridership include: • an expansion of the U-Pass Program to seven colleges; • a potential transit pass program for the 15,000 staff and faculty at UBC and SFU; • modifications to the eligibility criteria of the Employer Pass Program to increase its effectiveness; and
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