Asheville Transit System
In the fall of 2006, riding the bus in Asheville, thanks to a three month trial by city government, required only the willingness to show up. Fares were waived in an effort to improve passenger numbers and hold onto a percentage of the increases after the free period came to a stop. The goal became one of instantaneous visual and verbal understanding with the media that included street posters, door hangers, newspaper advertising, and emblematic decals that rode on the buses themselves. Following the Ride for Free period, officials reported that overall ridership sustained at some 14% over pre-campaign levels.
