Washoe County's Regional Transportation Commission is looking for ways to generate new interest in the Reno-area bus system and increase ridership.
The commission is prepared to spend up to $60,000 to study how to spruce up the 25-year Citifare system to make it more appealing to riders.
Ideas could include new uniforms for drivers, giving the buses a splashier paint job, or even changing the Citifare name.
"We need to identify what our perception is in the community today and what we want it to be in the future," said Nancy Pearl, the RTC's marketing director.
"There's a wide gamut of possibilities. If they include changing a look or changing a name, that's what we're after."
The agency's ultimate goal is to triple ridership by 2030, officials said.