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 EpisodeWhat actually drives ridership growthWhy 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 programsHow 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 foundationWhy 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 experienceReal-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 futureWhy 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 TakeawayRidership 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.CreditsHost and Producer: Paul ComfortExecutive Producer: Julie GatesProducer: Chris O’KeeffeEditor: Patrick EmileAssociate Producer: Cyndi RaskinBrand Design: Tina OlagundoyeTransit 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.