Unless more people know how easy it is to get to places along the rail, or what is already available - they won't use the rail. Unless they know where the park and rides are, they don't know where to go to get on the rail.

A large, constant media campaign would help. Articles about the airport stop, sports events, concerts in the parks that highlight using the rail should help people stop driving and start using the rail. The city's PR department could write a once a week "Get to Know Light Rail" for news papers, raido, TV news spots, public service commercials.

Event advertising should have a short line about which stop to get off, how many minutes to walk, to get to the event. How to purchase a ticket. How easy using light rail is and how easy it is to get where you want to go. A link to City of Phx Metro site for light rail.

As more people use light rail, more existing businesses will be sucessfull. And more business will move into the vacant space giving people more places to shop, visit, explore - building on sucess.