Student Freedom Pass: Building the Next Generation of Public Transit Riders
The number of teens getting their driver’s licenses has steadily declined for decades. According to the U.S. Department of Transportation (DOT), in the last 40 years, the number of 16-year-olds with driver’s licenses dropped from about 50 percent to 25 percent. What used to be a rite of passage has become an anxiety-inducing experience. While Millennials and Generation Z are pumping the brakes on getting their licenses, more Gen Zers aren’t even putting the car in drive.
This decline presents a unique opportunity for public transit agencies to cultivate a new generation of riders. Hampton Roads Transit is seizing the opportunity with its free Student Freedom Pass.
Targeting the Teen Demographic
HRT’s Student Freedom Pass (SFP) was launched in August 2016. It gives students ages 13 to 17 the “freedom” to ride all modes of transit for free. HRT started the program to enable teens to attend school and after-school programs and to have jobs without relying on parents to get around. The initiative was borne out of a survey showing only 2 percent of riders were under the age of 18.
“We wanted to build a new generation of transit riders and increase current ridership in this age group,” said Tiffany McClain, goCommute Program Manager. “We also started a strong travel training program to teach children how to use transit.”
Before the SPF program’s launch, children under 38 inches tall could ride for free with a fare-paying adult. However, there was a limit of two children per adult. When the program began, the height restriction was removed, as was the limit on the number of children who could ride for free. Now, all children 17 and under ride free with a fare-paying adult or an SFP.
In 2016, the year the program started, youth ridership was under 77,000. In fiscal year 2024, youth ridership on HRT bus and ferry reached more than 260,000 – including Student Freedom Pass holders.
The Student Freedom Pass program has experienced exponential growth since its inception, expanding to reach more students in more schools. In fiscal year 2024, nearly 2,600 passes were issued, up from about 1,700 in 2022. With more than 1,400* passes issued so far this year, HRT is on track to surpass its numbers from last year.
HRT’s public outreach team added several new schools to the roster this year. For the first time since the program began, they were able to reach every high school in Hampton and Norfolk. The principal at Manor High School in Portsmouth is a supporter of the program and hosted the team for a two-day event to ensure all 9th and 10th graders were signed up.
It’s not just school administrators who understand the value. Students also realize the power of this free resource.
“Once we explain what they can do with the pass,” said Augustus Maxwell, Public Outreach Coordinator, “they are much more receptive.”
The feedback from students and parents has been positive. A Norview High School student told us she was able to get a better job because of the SFP. The son of a service member was able to take advantage of extracurricular activities after his mother signed him up for a pass.
Engaging Young Riders
When the Student Freedom Pass program started, it was seen as an investment in the future of transit and Hampton Roads. To further that investment, HRT recently launched its new Student Transit Riders Commission (STRC).
“It’s a new way to engage the youth audience,” Maxwell said. “We want to be able to hear from them because they are the next generation of transit riders. [The Commission] is transforming that generation through information, access, and outreach.”
The Commission will be made up of Student Freedom Pass riders from each of the six cities served by HRT. It will mirror the Transportation District Commission of Hampton Roads, HRT’s governing board.
“We are going to talk about transit-related topics that are relevant to that age group,” Maxwell said.
HRT is now accepting applications from students in grades 9-12 who are interested in serving on the Commission. Members must be residents of one of our six service cities or enrolled in a service area school. STRC meetings will be held monthly, and members are expected to commit to a one-year term.
Interviews will begin soon with a goal of selecting two students from each of the six cities. Commission meetings are expected to start this summer.
Cultivating Lifelong Transit Users
Just as improving access to public transportation can help a person get a job or simply engage in after-school activities, it can also enhance a student’s educational outcome. An educated workforce is essential to the economic growth of the region. It can also help create the next generation of transit users.
Data from the DOT shows Gen Zers aged 24 and below make up just 12 percent of all licensed drivers. Generation Z is more concerned about the environment and the economy. Analysts at McKinsey and Company suggest this generation is “looking for a sustainable option, such as public transportation, ride sharing, or e-scooters.” They are also less interested than previous generations in car ownership.
Scott Campbell, president of VIA Design, says if he never had to drive, he wouldn’t. He purchased a home two blocks from the Tide light rail’s Ingleside Road Station and rides daily to his office in Downtown Norfolk.
“My 13-minute train ride is a nice transition from work to home,” Campbell said. “Even that short distance, where I’m not having to drive or think, I’m just kind of riding.”
Campbell says it’s been “incredible” for his quality of life. On weekends, Campbell, his wife, and two children take the light rail and Elizabeth River Ferry to events.
“Sometimes we’ll just hop on the light rail and we’ll go to the ferry and go out to eat in Portsmouth,” Campbell explained. “It’s like a massive adventure. It’s the most fun thing ever.”
Campbell also expressed his disappointment that Virginia Beach decided not to extend light rail to the Oceanfront.
“I do not go that way often,” Campbell said. “But I would go that way if there was a direct path. I would have taken my family, and we would have spent money in Virginia Beach.”
Campbell and his family have also taken advantage of Amtrak out of Harbor Park to cities like Washington, D.C., and Baltimore, where they use public transportation to get around.
VIA Design is one of the many Downtown Norfolk businesses offering HRT’s GoPass365, a commuter boarding pass that can be used on all bus, light rail, and ferry services. The pass saves employees money on parking and fares. It can be a significant recruitment and retention tool, especially for Gen Zers looking for more affordable and sustainable transportation options.
Moving the Region Forward
HRT is responding to the shift in transportation preferences among the younger generations while embracing the opportunity to shape the future of public transit. Through initiatives like the Student Freedom Pass and the Student Transit Riders Commission, HRT is fostering a culture of accessibility, sustainability, and engagement among young riders. By investing in these riders today, HRT is cultivating lifelong transit users who will help move the region forward tomorrow.
