[Karrot_Kream]

They're there! AC Transit runs a program called Clipper Start. The problem is, low income folks just don't take advantage of it, and it's (without further study) unclear why. This was identified during the session on fare enforcement and exactly as you say, there's interest in promoting it more heavily and trying to jack up the price on tourists or high-income leisure riders.

[bombcar]

It can't be "apply in" because low income folks often have hard times learning about programs, let alone successfully applying them.

You have to do something like tag all driver licenses/IDs in the "area" with "free ride".