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Two years ago, officials at San Francisco Bay Area Rapid Transit were trying to find a way to build off-peak ridership. The resulting "MyBART" program now has 8,000 members and is entering its second year.



MyBART is a free, weekly broadcast email system providing members information on entertainment events in the San Francisco Bay area accessible by BART. Members receive discounts on the events, free BART passes and event tickets.



To sign up, would-be members go to www.MyBart.org and select their categories of interest, which include popular and classical music, performing or visual arts, lectures or library events, sports, recreation or special events, shopping and family events.



Members then may earn points for contests by sending a MyBART email postcard or encouraging friends to join the program. Past contest prizes included tickets to see the musical "Aida", the Oakland Athletics and "Dirty Blonde".



In return for granting MyBART members discounts and occasional prizes, MyBART partners benefit from increased patronage. Partnership, like membership, is free.



Current partners include Best of Broadway, CHoChMat Halev Medication Center, Commonwealth Club of California, Foghouse Productions, Hornblower Cruises and Events, Oakland Ice Center, Oakland Athletics, San Francisco Zoo, The NFL Shop and San Francisco Symphony.



MyBART’s software was designed by San Diego-based Inter@ctivate, which offers strategic consulting, Internet development and marketing services for various industries.