Government (KC METRO and City of Seattle) should engage businesses and non-profits in encouraging ridership. Example: Seattle Opera offers free car garage parking promotions but does not offer bus fare to early season ticket subscribers. Help these organizations offer the message that there is a public transit option for getting to their events and businesses. A positive approach would be to publicly make a big deal or offer rewards/awards to businesses, non profits and agencies who actively promote using public transportation. Also, give them practical assistance on how to do this. Give more weight to offering grants to non profits who support using public transportation.