The transit line San Diego leaders are hailing as ‘a model for how we can grow’

An overnight bus between the U.S.-Mexico border and downtown San Diego is so popular that local transit officials are making it permanent and planning new marketing efforts in Tijuana and on Spanish-language radio.

Local leaders are calling the border bus a great example of how transit can adjust to unconventional situations with innovative solutions.

Dubbed the “Overnight Express,” Route 910 covers essentially the same ground as the South Bay portion of the popular Blue Line trolley from 12:30 a.m. to 5 a.m. seven days a week.

The Blue Line can’t run during those hours, despite intense demand for overnight trolley service, because the tracks it uses are occupied by freight trains then.

That has left many early-morning workers and students who live near the border without a convenient and affordable way to get to downtown and other locations in the early morning.

Trying to solve that problem, Metropolitan Transit System officials began operating Route 910 as a pilot express bus last January.

While ridership took a few months to ramp up on the new route, Route 910 — which costs the normal MTS one-way fare of $2.50 — is now used by more than 7,000 passengers a month.

Perhaps more importantly, officials say it has reduced crowding on the first few Blue Line trains north from San Ysidro each morning.

“This is an example of creating something our customers need and actually want,” said San Diego City Councilmember Vivian M...