U-PASS is a comprehensive, flexible program designed to encourage University of Washington students, staff and faculty to use alternative modes of transportation and thereby reduce the volume of traffic in Seattle's University District. The program provides many inexpensive commuting options and incentives to program participants, including: increased and subsidized transit service, shuttle service, carpools, vanpools, ride match services, bicycle incentives, reimbursed rides home, daily flex permits, and merchant discounts. U-Pass was designated a Landmark case study in 2009.