The Afton Express recorded a 38% increase in ridership this February compared to February 2025, a milestone for BRITE Transit’s commuter route connecting the Central Shenandoah Valley to Charlottesville and Albemarle County.
The increase follows a marketing campaign that launched in fall 2025 and runs through the end of June, 2026. The Virginia Department of Rail and Public Transportation (DRPT) provided grant funds for the campaign which includes television and streaming commercials, interviews, and digital display advertising. Staff also engaged a professional photographer and a graphic designer to develop polished, consistent promotional materials for the route.
Afton Express also implemented a new schedule on December 1, 2025 to better align departure and arrival times with employer schedules and rider requests — another driver of the ridership surge. For more information on Afton Express, see our 2025 Annual Report.