Bus rides free this summer in the Cape Breton Regional Municipality

Cape Breton regional council has approved a pilot project called Try the Bus, which will offer free bus service for July and August, when ridership is generally at its lowest.

The intent is to promote public transit and increase ridership, said engineering and public works director Wayne MacDonald.

"Ridership is key for CBRM, certainly, for revenue generation," he said.

The project will also include a concentrated promotional campaign.

New app

Mayor Cecil Clarke says people will be encouraged to take the bus to destinations such as concerts, the beach and shopping areas.

"Go downtown and have a beer and a sandwich. That's a great way to safely get to and from their home and neighbourhood."

A new Google app called Where's My Bus will be launched, and bike racks will be installed on buses.

The mayor, council and senior administrators will launch the program by each taking the bus to work on the same day.

Clarke said they will then compare notes.

'Nothing has succeeded'

District 3 Coun. Mae Rowe voted in favour of the project, but is not holding out much hope it will work.

"Staff themselves have tried numerous things to try to increase ridership over the years, but nothing has succeeded," she said. "I hope this venture pays off, but I highly doubt it."

The project will also serve to provide CBRM with data that can be used to determine future development of the service.

MacDonald says if the program is successful and ridership goes up, the information can be used to leverage federal government funding.

"There is a significant investment throughout the new Build Canada Fund with public transportation, and our allotment for CBRM will be directly proportional to our ridership," he said.

Worth the risk

The two-month free service will be followed by the introduction of a transit pass in September.

It will cost $75 for adult users, and $60 for seniors and students.

MacDonald admits the proposal is somewhat risky, as more than $80,000 in revenue will be lost over the two months.

He hopes an increase in ridership, the sale of transit passes, and the potential extra government funding from increased ridership will offset the loss.