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Mountain Line to kick off “40 for 40” campaign to promote contin - KPAX.com | Continuous News | Missoula & Western Montana

Mountain Line to kick off “40 for 40” campaign to promote continued “Zero Fare”

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MISSOULA - Managers of Mountain Line are ready to formally kick off a new three-year phase of the transit system’s Zero Fare program. 

But they’re also hoping to find more partners to help support and subsidize the program, which has boosted Mountain Line ridership by 70 percent.

Mountain Line launched into the Zero Fair effort as a pilot program to eliminate the fare box, encouraging more people to use public transit. Major partners like the University of Montana, the Missoula Downtown Association and others helped to offset the lost revenue by offering subsidies.

And the program has turned out to be an outstanding success with all the major players signing on for another three years. 

But Mountain Line managers would also like to increase involvement in the program. So now they’re launching a 40 for 40 campaign with the goal of finding a total of 40 partners in this, the transit system’s 40th year.

The campaign will be launched during a presentation at Southgate Mall, which is a Zero Fare sponsor, at noon Friday. 

The original goal of Zero Fare was to boost ridership by 45 percent. 

RELATED: Mountain Line receives funding to add electric buses

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