When an elderly individual living in a rural community is no longer able to drive, issues that come with living in an isolated area (i.e. limited access to health and personal services, distance between home and town centers) are exaggerated and the individual may experience a decrease in their quality of life. Public transportation that supports elderly individuals may be an important issue for rural communities to consider in creating an aging-friendly community and maintaining quality of life for residents who are no longer able to drive. The purpose of this research is to obtain an understanding of opinions about public transportation for the elderly held by rural county residents and their WTP for transportation options through an additional vehicle registration fee. To achieve this objective, a survey with choice experiments was distributed to residents in Atascosa and Polk County, Texas in September 2011. Researchers employed a conditional logit model to analyze the choice survey data and examine county residents’ WTP for various transportation options. The results of this study provide public transportation managers insights into the attributes taxpayers expect in transportation routes and programs.