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Metro Considers Station Branding to Boost Revenue

By Lauren Mattia
Published: Friday, January 28, 2011, at 09:55AM
portland streetcar Russell Bernice

This Portland Streetcar bears a subtle ad for local Bridgeport Brewing Company.

DOWNTOWN LOS ANGELES — How far is too far when it comes to corporate advertising? Cities like Chicago, Philadelphia, Brooklyn, and Miami are tackling difficult financial times by selling their stations in the name of progress.

Is L.A.'s Metro next on the branding bandwagon? , naming rights of their stations will be discussed at an upcoming board meeting in March.

In December, the financially-strapped Chicago Transit Authority took a $4 million offer from computer giant Apple to renovate its North and Clybourn station. In return, Apple received all rights to lease the plaza area of the station for 10 years, as well as advertising rights and the potential to purchase naming rights if the CTA decides to sell them.

Philadelphia adopted a similar policy after AT&T paid $3 million for the naming rights to the city's former Pattison Avenue Station.

Downtown anxiously awaits the arrival of the L.A. Streetcar, which was modeled after Portland's successful streetcar system. , which was initiated in 2001, features corporate sponsorship not only for its stops, but also for individual cars.

Portland-based companies can shell out $500 a month to become a stop sponsor, which grants a company naming rights as well as a four to six word "audible announcement" at the sponsored stop.

Is the possible naming of Metro stations and L.A. Streetcar stops a step in the right direction for public transit, or is it taking corporate branding too far?

<a href="http://polldaddy.com/poll/4459565/">Is corporate sponsorship of Metro and L.A. Streetcar Stations a good or a bad thing for Downtown?</a><span style="font-size:9px;"><a href="http://polldaddy.com/features-surveys/">survey software</a></span>

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User_32

photo_la on January 28, 2011, at 10:56AM – #1

Not for $500/mo, they better get a better deal here.


Chris Loos on January 28, 2011, at 12:00PM – #2

Agreed, $500/mo per station stop isn't appropriate for Los Angeles. 10 times that? Maybe that would be worth the nuisance.


User_32

jjamerson on January 28, 2011, at 01:27PM – #3

I think it's a good idea, although the price seems a little low for branding. Perhaps LA could charge a bit more...hire metro security at each station and do a bit more branding for the LA Metro itself. Also, while they're at it, how about actually making the gates functional with tap cards? There is no sense having gates if they don't require you to pay to get through. C'mon, now, LA.


User_32

Oscar on January 29, 2011, at 03:02PM – #4

Go for it!!!

$5000 x month!


User_32

John K on January 30, 2011, at 12:28PM – #5

I hope this idea gets flushed down the toilet. Why does every aspect of our puplic life need to be dominated by corporate images and names? I want to take the subway to Western Ave, not Starbucks Station.

Advertising is fine, but this goes too far. I am shocked that 82 percent of people here think this is a good idea.


User_32

J-M on January 30, 2011, at 01:21PM – #6

I've always thought this was a no-brainer. John K, I think Western Ave. Station is actually Coffee Bean Station. What aspect of your life is not totally manipulated by advertising and how did you do it??


User_32

J-M on January 30, 2011, at 01:23PM – #7

And, for $500/ month, can I get naming rights and an audible announcement? That's within my range. A company should probably be shelling out QUITE a bit more (i.e., more than I can afford per month). If not, I'm totally serious, MTA, I'll sponsor a station for $500 for a month. As long as I can choose my words :) Awesome!


User_32

DenOfLosAngeles on January 31, 2011, at 06:38AM – #8

Metro needs to sell the wasted ad space that are inside rail cars.



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