Do they offer free transit for students? When I was at U of C we had a the U-Pass that worked great. I think they should have a free zone passage for at least MacEwan, NAIT, and U of A students if they can't offer a free zone to everybody. Those are big campuses and it's the younger people living in central areas that spend money on bars and restaurants regularly in the core.
The U-pass, outside of Covid, at least, allowed this, and a lot more. U of A also had some sort of arrangement for staff that lets them ride for free between Main Campus and Enterprise Square, if i'm not mistaken. I loved having a U-pass, it was great. it opened up the whole city to you (provided buses went where you needed to go) there is an underground economy of them being resold, however. Some students refuse to ride transit, free or otherwise, which is cultural thing i should not even attempt to talk about here lol.
I think just making the Valley line free to ride from 96th street to 112th would work wonders, connecting Macewan with the rest of downtown better. The only reason i don't suggest the underground line is because of convenience; walking through the pedways, down to the platform, catching a train, and going back again is probably gonna be slower than just walking at street level. that being said, it certainly wouldn't hurt.
It would be great to have some kind of reduced fare in the central part of the city, from Health Sciences, NAIT, and 124 Street inwards, to support higher transit usage in these denser, less car-friendly areas. Could Edmonton bring in teired fare zones? I know with regional transit, smartfare, and commitments from Prairie Sky to tie fares into ETS somehow we'll end up with a pretty cohesive transit system from a ticketing perspective. maybe once things settle out in the next couple years there will be conversations about free fare zones and the like?