The Dreaded Stairs - How to get people to use the stairs

Here we have a set of stairs, adjacent to a moving escalator next to it.... both of which lead to the same spot on the floor of the upper level. At first no one took the stairs, almost 97% of the people took the escalator. Okay. I think that could be a normal expected result.
Then a group of engineers got together, and decided they wanted to change the percentage around.
Notice what these scientists did. Clever. And now they have reversed the percentages, as a whopping 66% more people take the stairs, than ride the escalator.