That proposal was rejected and the transit agency made another offer that was similar, Ritchie says, to the original deal, but without ad rights. Still, the Steelers and casino balked.
That position from the Steelers drew criticism from transit advocates like the Pittsburgh Community Reinvestment Group's Sandvig.
"You are a $1 billion-plus franchise, one of the most successful in professional sports ... why wouldn't you do it?" Sandvig asks.
It also makes good business sense, Sandvig adds, "because it makes getting to your venue easier and cheaper for those who will be using it."
The Steelers declined to comment for this story. Through a spokeswoman, Rivers Casino General Manager Craig Clark wrote, "Rivers Casino has been proud to support the T free-fare zone, which is a great convenience for guests visiting the North Shore. We have made a proposal to [Port Authority] to renew our sponsorship." The casino would not elaborate.
At first blush, the case that North Side behemoths like the casino and Steelers should pay something for free transit seems easy to make.
The Steelers, for instance, are the beneficiaries of considerable public support: About two-thirds of their $261 million stadium came from public money, according to Stadium Authority executive director Mary Conturo. And they were given, along with the Pirates, development rights to the land between Heinz Field and PNC Park.
It's the least they can do, argue groups like Pittsburghers for Public Transit, to give back in a way that ultimately benefits them anyway. And aside from subsidizing free fares, Nichols says, "PAT offers more service to these institutions when they have games," a cost that the transit agency absorbs.
But Nichols and other transit supporters acknowledge complicating factors.
For starters, PAT never structured the contracts to collect money to offset the cost of beefing up service during special events, including extra personnel and maintenance costs. (PAT does not track how much the extra service costs.) "All we ever tried to do is recover the fare we're not collecting," Ritchie explains.
Not everyone has contributed equally, even among the city's sports franchises that directly benefit. The Pirates, for instance, have never supported the free-fare zone despite being approached by PAT. The team did not return requests for comment.
It's also tricky to assess the fairness of the dollar amount PAT is asking for. The agency doesn't track the number of people who ride the North Shore Connector (though about 6,000 people use Allegheny Station on an average weekday, according to agency estimates). So how exactly is the value of a station's-worth of free fares being calculated?
The answer isn't based completely on hard data. "We ... made agreements based on willingness to pay and value of the service we provided, and that's the dollar amount," says PAT CEO McLean.
That argument convinced the Stadium Authority and Merrill Stabile, president of Alco Parking, both of whom were willing to increase their payments to keep the North Side station free.
Stabile, who has sold about 1,000 more of his roughly 6,000 parking spaces each day since the connector opened, says, "PAT has been more than reasonable" in asking for more money based on increased costs and higher-than-expected ridership.
"The value to the Pirates and Steelers is there. There's no reason they shouldn't be in support of it in every way possible," Stabile says.
Part of the problem's complexity, Ritchie acknowledges, is that the current model relies on sponsors who directly benefit from free fares at nearby stations. Instead, the agency could seek sponsors for the naming rights to the free-fare zone itself.
So what happens if PAT starts charging at Allegheny Station?
For one, PCRG's Sandvig argues, it could lead to extra cars on the road and less-productive use of land if, instead of taking the T, people insist on parking Downtown for work and on the North Side for special events.
It would also affect roughly 13,739 Community College of Allegheny County students, a quarter of whom use public transit to get to the Allegheny Campus on the North Side, writes CCAC spokeswoman Elizabeth Johnston.
Though the school does not track how many students ride the T, she calls the free fares a "financial lifeline" for students. "Subsidized transportation has been extremely helpful in enabling them to get to their classes, clinical sites and places of employment," she writes.
But bottom lines aside, if organizations like the Steelers stop subsidizing free service, will it have any effect on the public's perception of them?
"It probably depends on who you ask," Sandvig says. "If you're a suburbanite and not from the South Hills, it probably won't matter. If you're a city resident and you already think the Steelers get enough as it is, you'll probably be upset.
"Will you stop watching football? Probably not."