TO: AC Transit Board of Directors
FROM: Michael A. Hursh, General Manager
SUBJECT: Status of BRT Livery Design and Sponsorships
BRIEFING ITEM
RECOMMENDED ACTION(S):
Title
Consider receiving a report on the status of BRT livery design and sponsorships.
Body
BUDGETARY/FISCAL IMPACT:
None for livery design; costs were incurred and paid by approved FY18-19 budget.
BRT line sponsorship is estimated to generate between $400,000 and $600,000 annually, with individual station naming rights value estimated at $10,000 to $40,000 each, depending on the station. Sponsorship revenue will help offset operating and maintenance costs of the BRT service.
BACKGROUND/RATIONALE:
In January 2016, the recommendation to seek BRT sponsorships, develop the Tempo brand identity, and develop sponsorship policies as detailed in Staff Report 16-050 was approved unanimously by the Board of Directors.
In February 2019, contract 2019-10381 was awarded to Unit Partners to work as a consultant in the creative development of the vehicle wrap design. Unit Partners worked with staff to survey stakeholders for input and collaborate with the artistic enhancement team to develop a concept and design that leverages the diversity of neighborhoods throughout the corridor and utilizes design elements featured in the shelter artistic enhancements-tying the vehicles and stations together in a cohesive branded design.
The District also conducted a competitive procurement process for BRT sponsorship consulting and awarded contract 2019-10379 to The Superlative Group in April 2019. AC Transit staff worked with the consultant to develop a comprehensive database of District assets in which a sponsor may have visibility. From this database, the consultant conducted an asset valuation to determine the projected value of line and station naming rights sponsorships. Target partnership categories, valuation methodology and sales strategies have been identified and Superlative is currently reaching out...
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