Perhaps the first question that needs to be answered, even before "What is this thing we gotta pay for?" is "Who's gonna ride this thing?"

Sure, they're wearing their "I will ride" buttons now, but will people really leave the DVD-equipped SUVs at home to rub elbow against unwashed elbow with fellow travelers? Will they walk blocks to and from stops on hot days and rainy days? Will they let go of the freedom and independence of having a car at their disposal?

The problem with mass transit for many people is that it's just so ... mass. Can't stop exactly where you want to stop, can't leave exactly when you want to leave, have to be social to some degree even if you don't talk to anyone or make eye contact. It's hard. Once the American car manufacturers sold us on the idea of a motor car for every family, there was no going back. We like going it alone.

The folks behind mass transit on O'ahu have been trying to find the magic words to entice potential riders for more than 50 years.

In an old letter (found in Antique Alley on Kapi'olani Boulevard) the PR director for the Honolulu Rapid Transit Company told Honolulu retail merchants:

" ... One of our first projects is to make every effort to sell our transportation service to more of the shopping public in the community. We know from experience that our success in this venture will mean more customers for you. It is our desire always to provide the most convenient, economical and safest transportation possible. In doing this job well we can provide more potential purchasers for your merchandise. At the same time fewer automobiles in congested areas will relieve traffic and parking problems.

"As we develop our plans, we will welcome and appreciate any and all suggestions which you might have toward the mutual goal of increased revenues."

That was January 1950. How long before Honolulu merchants are being hit up to participate in a similar campaign for rail?

In theory, mass transit solves many problems. However, we just don't live in a culture where car-less-ness is embraced. In order to change traffic, we have to change behavior, and everybody seems to expect everybody ELSE to change. Oh, not me. I gotta have my car because I gotta stop by ... fill in the blank.

We go around in circles. How to make people take mass transit? What do folks love more than their cars? Aha!

In 1959, the Advertiser ran a series called "Can Public Transportation Be Saved?"

One of the promotional ideas being touted at the time was Ride-Shop tickets. At certain participating stores, shoppers could get two free HRT tickets for a purchase over $3. Liberty House bought $10,000 worth of Ride-Shop tickets to give to customers.

So make space in your wallet. The kupa'a-maika'i-holoholo card is coming.

Lee Cataluna's column runs Tuesdays, Fridays and Sundays. Reach her at 535-8172 or lcataluna@honoluluadvertiser.com.