Young riders navigate the platform alongside a Metrolink train at LA Union Station.
When Metrolink launched the Student Adventure Pass pilot in October 2023, the goal was simple: make Metrolink accessible to every student, from kindergarten through college. By removing the cost barrier, the program literally opened the door for young riders to explore Southern California’s public transportation system, learn how it works and discover what it can do for them. The free initiative, which ended on June 30, was guided by CEO Darren Kettle’s vision and turned a bold idea into a trusted resource that changed how thousands move through the region.
Initially funded by a $4 million Low Carbon Transit Operations Program (LCTOP) grant, the Student Adventure Pass quickly gained popularity among eligible users, who tallied more than 3.5 million rides in just 21 months. During that time, students grew to represent more than one-third of all Metrolink riders, up from just 17.6 percent at the start of the program.
Strategic partnerships with more than 50 schools and colleges enhanced Metrolink’s traditional outreach and marketing efforts by enabling us to reach an estimated 930,000 students directly on campus through the communication channels of our partner institutions. UC Riverside, Cal State Northridge, Cal State LA and UC Irvine saw especially strong engagement, with thousands of students registering through the Metrolink Mobile App. Among mobile users alone, more than 77,000 students from 921 schools activated their pass at least once. Of those surveyed, nearly half had never ridden Metrolink before, and 65% became repeat riders.
Metrolink’s Student Adventure Pass promotional campaign, led by Partnerships Manager Amber Moyers, who also oversaw the program’s implementation, was selected by the American Public Transportation Association as a 2024 AdWheel Grand Award winner for best marketing and communications to increase ridership or sales. It was also recognized with platinum status by the 2024 MarCom Awards in the integrated marketing category.
Beyond the metrics and accolades, the Student Adventure Pass strengthened Metrolink’s connection with the next generation of transit users. It built goodwill, raised brand awareness and reinforced our commitment to equitable access. For many, Metrolink became more than a train; it was a dependable link to opportunity and independence. The program planted the seeds of lifelong travel habits by giving students the freedom to explore, the confidence to navigate the world via public transportation, and a reason to return over and over again. And while the pilot has ended, its legacy carries on. With a new 50% student/youth discount now in place, we look forward to continuing the journey together.