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This report was created as a means to help transit agencies attract senior drivers to fixed route transit services. With the number of seniors expected to rise dramatically over the next several decades, additional pressures are being placed upon transit agencies to provide viable alternatives to driving. Despite progress at many agencies, attracting senior drivers is still a significant challenge; many members of the senior population remain unaware or apathetic about recent improvements to transit. Following an in-depth review of the needs, behaviors, and attitudes of elderly individuals and issues they face when riding public transportation, strategies are presented for attracting seniors to transit. The presented strategies are based upon a review of the literature, interviews with various transit agencies, and examination of many agencies’ web sites. Techniques such as ride-free-days, senior passes, neighborhood bus routes, flexible route services, travel training programs, commercial advertisements, and advanced marketing strategies are discussed in detail. Experiences noted at several transit agencies may provide insight for transit planners and marketers trying to improve ridership among the elderly. A list of recommendations is provided at the end of this report that describes potential strategies for bringing the elderly on-board public transportation
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