BEST PRACTICES San Diego, Calif. Power Switch Machine • Trailable at any speed • No gears, clutches or chains • On-board programmable controller • Local and remote control • Control packages available • Extremely low cost of ownership WESTERN-CULLEN-HAYES, INC. 2700 W. 36th Place • Chicago, IL 60632 (773) 254-9600 • Fax (773) 254-1110 Web Site: www.wch.com E-mail: wch@wch.com 30 | Mass Transit | MassTransitmag.com | FEBRUARY 2017 More at www.MassTransitmag.com/ 12289500 T HAS ONLY BEEN RECENTLY THAT transit agencies have come to realize the value of their entire inventory of assets. Yes, we’ve long understood how transit can take advantage of rail cars and buses to generate non-fare revenue through traditional advertising. But transit’s ad inventory is much greater than that. Many systems have transit stations adjacent to freeways or major thoroughfares that have exposure to millions of cars. Station signage and printed materials also have the ability to create millions of impressions. And that — creating impressions — is ultimately the payoff for a partner who commits to a multi-million dollar naming rights package with a transit agency. In San Diego, the Metropolitan Transit System (MTS) took stock of every rail station and evaluated how many people would see that station from freeways and major roads. We looked at all the system signage and all of the printed materials we produce each year. Web pages and social media were also evaluated. Every instance our partner’s name would appear in our materials was counted as part of the overall impressions being made. Armed with the value of high-profi le assets, transit agencies can then start approaching large entities with a proposal. At San Diego MTS, a fi rm was hired with experience in naming rights deals. It felt strongly that MTS should not issue an RFP and hope for high bids. Its model, based on maximizing the revenue from a naming rights partnership, is to approach companies individually to learn what is motivating their ad buys and to understand their markets and competitive realities. Th is approach worked for MTS. Th e system’s Blue Line light rail line is now called the UC San Diego Blue Line. Th e value of the deal is $36 million over 30 years. It is entirely funded through UC San Diego Health, a for-profi t hospital. UC San Diego believes it is receiving exceptional value from its deal, allowing it to reach more of its targeted audiences with fewer dollars expended. For MTS, the agency is now getting a new, large and guaranteed revenue stream for the next 30 years. Th at’s a win-win partnership. More at www.MassTransitmag.com/12289500 I Paul C. Jablonski Chief Executive Officer San Diego Metropolitan Transit System For more information, visit www.MassTransitmag.com/10065991 YOUR CALL PRAY OR SPRAY KILLS BED BUGS For more information, visit www.MassTransitmag.com/10719358
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