How to Grow Transit Ridership Beyond Pre-Pandemic Levels with Shofi Ull Azum

This week on Transit Unplugged, we continue our “The Doers” series—highlighting the transit leaders who are not just setting strategy, but delivering results on the ground.

Paul Comfort sits down with Shofi Ull Azum, Chief Planning and Development Officer at Cherriots in Salem, Oregon—a mid-size agency achieving something few systems have managed: ridership that exceeds pre-pandemic levels by more than 12%.

Shofi shares a tactical, inside look at how his team is turning planning, innovation, and partnerships into measurable growth—and what other agencies can learn from their approach.

What You’ll Learn in This Episode

What actually drives ridership growth

Why adding weekend and evening service unlocked new demand

How aligning service with real community needs—not assumptions—changes outcomes

The role of fare policy, frequency, and accessibility in rebuilding ridership

The power of targeted programs

How a youth zero-fare program now drives up to 25–30% of ridership

Why investing in younger riders is really about building long-term transit culture

How partnerships with schools and state funding made it possible

Reliability as the foundation

Why on-time performance is the baseline for trust

How Cherriots improved performance to 88% on-time—above their target

The operational fixes that made the biggest difference (including reducing early departures)

Using technology to modernize the rider experience

Real-time tracking and GTFS-RT deployment

Traffic signal priority to improve reliability on high-ridership corridors

The importance of clean, accurate data for smarter planning decisions

Building a multimodal future

Why transit agencies need to evolve beyond fixed routes

How microtransit, bike share, and partnerships with TNCs fit into the system

The goal: becoming a true regional mobility integrator

Key Takeaway

Ridership growth isn’t accidental—it’s the result of intentional service design, strong partnerships, and a relentless focus on reliability and access.

As Shofi puts it, success comes from giving people real options—and building a system that fits how they actually live and move today.

Credits

Host and Producer: Paul Comfort

Executive Producer: Julie Gates

Producer: Chris O’Keeffe

Editor: Patrick Emile

Associate Producer: Cyndi Raskin

Brand Design: Tina Olagundoye

Transit Unplugged is brought to you by Modaxo, passionate about moving the world’s people.

Disclaimer: The views and opinions expressed in this program are those of the guests, and do not necessarily reflect the views or positions of Modaxo Inc., its affiliates or subsidiaries, or any entities they represent (“Modaxo”). This production belongs to Modaxo, and may contain information that may be subject to trademark, copyright, or other intellectual property rights and restrictions. This production provides general information, and should not be relied on as legal advice or opinion. Modaxo specifically disclaims all warranties, express or implied, and will not be liable for any losses, claims, or damages arising from the use of this presentation, from any material contained in it, or from any action or decision taken in response to it.