Could there be a PR campaign to highlight and promote the businesses now existing along the light rail line? I talk to people everyday who don't know you can take the rail to the airport or First Friday or theater venues. A once a week PR spot in news papers / on line / fliers telling people what they can do and where they can get to along the rail would help ridership and businesses. Possibly a "At This Stop" signage at each station and /or rolling sign in the cars for the upcoming station would spread the word.