Most City of Madison officials have billed the city's upcoming Bus Rapid Transit (BRT) system as an important method to increase city-wide sustainability. However, variables such as ridership, implementation, and cohesiveness with other city systems have the potential to create negative environmental externalities if the project is not executed properly. “As long as this project is done responsibly and in line with current environmental protections, I think we can be confident [that Bus Rapid Transit] will be an added benefit to the Madison area,” said Jonathan Drewsen, communications director for Clean Wisconsin, the state’s oldest and largest environmental advocacy organization. Clean Wisconsin is one of many parties involved in Madison’s BRT initiative. These parties deal with more than just the environment; with a projected cost between $120 and $130 million, Bus Rapid Transit is a massive undertaking that requires planning studies on ridership, construction, and vehicle maintenance, among other things.