In the fall of 2006, riding the bus in Asheville, thanks to a three-month trial by city government, required only the willingness to show up. Fares were waived in an effort to improve passenger numbers and hold onto a percentage of the increases after the free period came to a stop.

     In both instances, communications had to read instantly. The goal became one of instantaneous visual and verbal understanding with media that included street posters, door hangers, newspaper advertising and emblematic decals that rode on the buses themselves. At the transit center, we strung banners, created flowering pots, swept up trash and catered in lunch.

     The trial became a major entry in the diary of the city and, in the end, a success story when measured against original goals. Ridership did, in fact, sustain and life in Asheville remains richly satisfying.