GRTC turns to advertising to save its zero-fare bus program

RICHMOND, Va. (WRIC) -- Funding for free bus rides in Richmond is running low, but the Greater Richmond Transit Company (GRTC) believes a new strategy could help keep the zero-fare program alive beyond 2026.

Since the start of the COVID-19 pandemic, GRTC’s zero-fare service has offered free rides to all passengers. The program was initially funded by a state grant and later supported by federal pandemic relief funds. But now, with those federal dollars drying up, GRTC is looking for new ways to sustain the service, which it says has been a lifeline for thousands.

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The transit agency aims to raise $6.8 million to keep the program going into 2027 and beyond. One key part of their plan is expanding advertising across their system — not just on buses, but at stops and benches as well.

“It’s an effort, honestly, all the way from the top down,” said Ashley Potter, a spokesperson for GRTC. “How they maneuver about that will probably be a fiscal year decision.”

According to Potter, 100% of the revenue generated from these advertisements, along with financial contributions from GRTC’s partners, will be used to support the zero-fare program.

“That’s the goal: sustaining zero fares for the foreseeable future,” she said. “This is really our investment into the individual rider — to just maintain and sustain zero-fare.”

In 2023 alone, GRTC logged 11 million rides. Many riders say the program is essential for their daily lives, providing access to work, healthcare, and other critical services. But whether advertising alone can fully close the funding gap remains to be seen.

“If we did have all the buses wrapped and we had all these ads, is that still going to equal $6.8 million? I don’t know,” Potter said. “But again, that’s in a perfect world.”

GRTC is already laying the groundwork for the expansion, with the official launch of the broader advertising program set for July.