Grand River Transit

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Or, if it were a choice between (continued) free parking or a pass for a transit system with which he’s not familiar, what employee would opt for a latter?

Somebody who doesn't already own a car. If you already have one the incentives to use it are too high. Paying for a parking pass won't make much of a difference.

Stop trying to force people out of their cars which only makes them into enemies of public transit and instead provide reliable, comfortable transit and people will choose it as an alternative to their first or second car. We have seen this at the University of Waterloo, where increase in demand for student parking has been well below student population growth ever since the iXpress came to town.