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GTFS-ride is a feed specification that allows public transportation agencies to describe and assess service consumption. GTFS-ride has arisen as a necessary complement to GTFS and GTFS-RT, which describe the kinds of service provided by a transit agency. The Oregon Department of Transportation is funding GTFS-ride specifications to describe occupancy, boarding, and alighting per stop. This will create a standards-compliant data stream for analyzing transit usage. This data is also a prerequisite for assessing transit-corridor person delay, a metric which can be used to prioritize investments in Bus Rapid Transit projects.
More on GTFS-ride can be found here: https://github.com/ODOT-PTS/GTFS-ride