In 1975, COTA launched the Key Card program, which provided a discount fare for those passengers with disabilities. By the summer of 1976, COTA had established 50 bus shelters. In 1977, COTA started the Commuter Club that offers unlimited riding for $20 a month. One of the first express bus services, the Beeline, was introduced in 1979 giving passengers a speedy ride up and down High Street. That same year, planning began on COTA's operations center on McKinley Ave. In 1992, a 24-hour pass was introduced to allow riders unlimited trips to local and crosstown routes provided by COTA's new lift-equipped buses. From 2007 to 2008, the agency removed all exterior advertisements from its buses, citing diminishing ad revenue and desiring a clean, neat look to the buses.