Report No: 15-190 Meeting Date: September 16, 2015

Alameda-Contra Costa Transit District

STAFF REPORT TO: AC Transit Board of Directors FROM: Kathleen Kelly, Interim General Manager SUBJECT: Bus Rapid Transit Branding Options ACTION ITEM

RECOMMENDED ACTION(S):

Consider the naming options for AC Transit's East Bay Bus Rapid Transit (BRT) service and selection of Tempo.

EXECUTIVE SUMMARY:

Since last reporting to the Board on BRT branding progress in May 2015, staff has continued to develop name options that best position the BRT brand within the family of AC Transit services. In addition to aligning potential names with the defined brand attribute of reliability, staff embarked on a thorough process of language, cultural and legal vetting. With major construction beginning in 2016, there is an imminent need to determine a brand name. Staff is requesting a decision on September 16, 2015, which would allow sufficient time to fully develop the elements of the branding package in advance of a major groundbreaking event to be held in early 2016.

BUDGETARY/FISCAL IMPACT:

There is no budgetary or fiscal impact associated with this report.

BACKGROUND/RATIONALE:

In December 2014, staff convened a cross-functional AC Transit workgroup to engage in a series of facilitated meetings that took participants through a step-by-step consensus building process on fundamental BRT brand concepts. This process related the unique functional attributes of the BRT service (dedicated lanes, signal prioritization, pre-paid fares and level boarding) to the key emotional attributes of the BRT service, such as reliability, speed and safety. Recent market research and feedback obtained through community outreach confirm reliability is the service attribute of highest importance to AC Transit riders. The Board received a detailed report of the workshop outcomes and the recommended brand positioning of reliability on May 13, 2015.

Equipped with research-based insight and internal brand positioning consensus, staff sought the expertise of Berkeley-based naming and branding agency A Hundred Monkeys (AHM). AHM was charged with developing a list of memorable names that were engaging and easy to find, and convey that riders can count on the BRT serv·lce.

43 Report No. 15-190 Page 2 of 5

AHM provided guidance during the naming process, with key takeaways noted below:

• A name will be backed up with a significant number of messages and advertising impressions. • Potential names must be seen within the context of the brand; supporting visuals and statements will be presented to help consumers understand what it means. • The potential names should point to the future, as opposed to ones that hold us back; what we have today may not look the same in a decade or two. • The District and our audience are different. We know the history of the project and the benefits of the service, but consumers need names and brand experiences that will inspire them to get out of their cars and change their travel habits.

Front line employees were also involved in the process, and encouraged to submit their own ideas for potential BRT names. Employees offered nearly four dozen brand name suggestions, and winners determined by a random drawing were presented with a gift card as appreciation for participating.

From the full list of employee submissions and options presented by AHM, two names were determined to be most strongly aligned with the BRT's reliability brand positioning and naming objectives: Tempo and Pulse. Sponsorship potential for these two options was considered, with the goal of generating enthusiasm and financial support of the new BRT system.

Tempo supports the brand promise by expressing that buses keep you on time, implying a strong sense of consistency and reliability. Possible sponsorship tie-ins include ticket distribution services, digital download sites, streaming services, radio station groups, recording labels, audio accessories, concert and entertainment venues, and lifestyle or entertainment mobile applications.

Also supportive of the BRT positioning is Pulse, connoting life, rhythm, vitality and heart. Sponsorship possibilities include hospitals, health care providers, health and medical websites, gyms and fitness dubs, fitness and sports gear or apparel, health insurance companies, pharmaceutical corporations, drugstores, and mobile applications for health or fitness.

Having determined the two options that best fit the District's BRT brand positioning, staff engaged resources to conduct language, cultural and legal vetting of the names.

Ungo24, a subcontractor of AHM, spearheaded the language and cultural assessment of Tempo and Pulse, researching the fifteen most used languages other than English in AC Transit's service area. As noted in the report (Attachment 1), AHM discovered no major concerns of negative associations, similar U.S. brands or difficulty pronouncing either name brand.

BRT Policy Steering Committee Presentation

On September 3, 2015, staff presented the two names to the BRT Policy Steering Committee (PSC) to obtain feedback on the options. The PSC was briefed on the branding process background, the list of possible sponsorship categories, and the status of legal, cultural and language vetting conducted to date.

44 Report No. 15-190 Page 3 of 5

Several members of the PSC provided input on the name options, with most indicating a preference for Tempo. Committee members raised concerns in the following areas:

• Legal implications - The committee expressed a desire for a more comprehensive understanding of the legal risks involved with use of either name. • Revenue potential - The PSC requested that BRT project sub-consultant Gobis & Company provide a revenue analysis to determine whether a line sponsorship or station sponsorships would be more lucrative. • Timing on decision of brand name- Some committee members suggested it would be most beneficial to the project if a line sponsor was secured in advance of the brand name selection. • Previous PSC action- Staff was tasked with researching any prior directives by the PSC to pursue line naming sponsorships rather than station sponsorships.

PSC Chair Elsa Ortiz agreed to bring the PSC's feedback to the AC Transit Board of Directors for consideration at the September 16, 2015 Board Meeting.

Response to PSC Feedback

• legal implications- In conjunction with the District Office of the General Counsel, the legal firm of Hanson Bridgett LLP, shepherded the common law use and trademark research process. Intellectual property attorneys conducted vendor search reports for both names, with the most notable hits identified from the review of full searches summarized in Attachments 2 and 3.

Hanson Bridgett identified risk factors with each of the names, in both pursuing a U.S. Patent and Trademark Office application and names in use. Initially, the firm found significant risks in the use of Tempo, largely due to the fact that Berkeley-based VIA Analytics uses the name Tempo to brand a software product designed to control bus bunching. With guidance from Hanson Bridgett, staff contacted the principal of VIA Analytics, who indicated there are no concerns about AC Transit's use of the name for the BRT service. In light of this, the risk of using Tempo is relatively low.

Counsel advises there is a higher risk for use of Pulse. The firm indicates risks can be mitigated if a highly distinguishable mark can be developed, especially if that unique mark can be used in conjunction with a qualifier such as "AC Transit Pulse" or "East Bay Pulse".

• Revenue potential- On January 27, 2014, John Gobis presented the PSC with a recommendation to offer BRT sponsorships at three levels: an exclusive service sponsorship valued at $1 million, partial sponsorships of $300,000 each, and station sponsorships valued at $30,000 each.

• Timing on decision of brand name- The PSC report of January 27, 2014, also specifies "recognition provided to sponsors includes acknowledgment of their sponsorship on the structures or vehicles in a size and locat'1on that does not 'mterfere with the project

45 Report No. 15-190 Page4of5

branding." This statement indicates that branding- a separate issue from sponsorship­ should be determined before sponsorships are secured.

• Previous PSC action -Upon researching reports and minutes from prior PSC meetings, staff found no formal action taken by the PSC regarding sponsorships and branding. At the conclusion of the report presented on January 27, 2014, comments were offered by PSC members, but no action was taken pending further discussion at a future meeting. Details are included in the staff report and minutes, which can be found in Attachments 4 and 5.

BRT Facility SponsorshiP Restrictions

As a result of discussions held at the PSC meeting of September 3, 2015, Caltrans representatives have reminded District staff of certain restrictions provided by the Caltrans Legal Office:

The proposed sale of naming rights to BRT facilities within State right-of-way would be permissible only if all of the conditions set forth in the Business and Professions Code section 5408.5 of the Outdoor Advertising Act are met. Proposed sale of naming rights will require the issuance of both outdoor advertising and encroachment permits. Additionally, the location of advertising must be restricted to bus shelters and benches, or as otherwise prescribed by the state Outdoor Advertising Program.

Staff will consult with General Counsel and comply with all regulations regarding potential sponsorship of BRT facilities in the State right-of-way.

Staff and the sub-consultant are available to respond to these concerns.

Next Steps

Staff requests Board approval of one of the two naming options presented, and recommends selecting Tempo. The staff recommendation is based on the PSC comments, and the lower risk associated with use of that name.

After the Board selects a name, Marketing staff will proceed with logo design and vehicle paint scheme to be presented and approved by the Board this fall. Additionally, staff will direct the subconsultant to pursue sponsorships in accordance with Board directives.

Once logo and vehicle design are approved, branding guidelines will be developed and plans will be made to reveal the brand to the public at a major groundbreaktng event in early 2016.

Hanson Bridgett is prepared to be of further assistance in advising the District on the advantages and disadvantages of pursuing a California State Registration or a Federal Registration for the chosen brand name.

46 Report No. 15-190 Page 5 of 5

ADVANTAGES/DISADVANTAGES:

Adopting a name at this time would be advantageous in that it would provide a reasonable timeframe for staff to develop the logo, vehicle paint scheme and branding guidelines in advance of a major groundbreaking event in early 2016.

The main disadvantage to deferring a decision on the name is that it will result in significant delays in rolling out the BRT brand, missing the opportunity to reveal the full branding package at the major construction ground breaking event.

ALTERNATIVES ANALYSIS:

Staff has reviewed dozens- if not hundreds- of name possibil'lties over the past several years, and has determined that Pulse and Tempo best position the BRT services and brand for the near- and long-term.

Due to the additional time and expense of exploring other names, and the impending need to reveal the brand for major construction, consideration of additional names is not recommended.

PRIOR RELEVANT BOARD ACTIONS/POLICIES: None

ATTACHMENTS:

1: language and Cultural Vetting Report 2: Tempo Notable Hits Report 3: Pulse Notable Hits Report 4: PSC Staff Report of January 27, 2014 5: PSC Minutes of January 27, 2014

Executive Staff Approval: Tom O'Neill, Chief Information Services Officer Reviewed by: Denise C. Standridge, General Counsel Tom O'Neill, Chief Information Services Officer Prepared by: Michele Joseph, Director of Marketing & Communications

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48 ~H. 15-190 Attachment 1

A

LANGUAGE NEGATIVE ASSOC. SIMILAR BRANDS PRONUNCIATION

Spanish (Latin Am.) No Tempo: Brand of car Easy wax

Spanish (Spain) No Tempo: Toilet paper Easy Chinese (Mandarin) No Tempo: Toilet paper Easy

Chinese (Cantonese) No No Easy Tagalog No Tempo: newspaper. Easy Pulse: magazine. Vietnamese No No Tempo: easy. Pulse: slightly difficult. Korean No Tempo: brand of Easy sanitary pad. Pulse: brand name for a wireless speaker. Hindi No Tempo: Mercedes 3- Easy wheeled cars. now known as Force India. Pulse is a model of Renault . Farsi (Persian) No No Easy Japanese No No Easy Arabic No No Easy Portuguese (Brazil) No No Easy Portuguese (Portugal) No Tempo: minor, Easy Transportadora Tempo. Cambodian No No Easy Russian No No Tempo: easy. Pulse: slightly difficult. Laotian No No Easy Gujarati No No Easy French No No Easy

2604 NINTH STREET, BERKELEY, CALIF., 94710- TEL:+!.415.383.2255 FAX:+I.415.383.4477

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50 SR 15-190 Attachment 2

Order Details

Mark Searched TEMPO

Classes 12,39

Goods MASS TRANSIT SERVICES FOR THE GENERAL PUBLIC; BUS CHARTERING; BUSES

Order Date 26-AUG-2015

Your Ref. 10913.8

Order Nr 273321111

Page 1

51 Selected TM Records

Hn Citation USPTO Status Goods and Services Owner No. ~ndDate US-1 TEMPO USPTO Status: 39: Transportation of travellers by air: travel information services; flight reservation services; [tour guide SOCIETE AIR FRANCE App 74-701,868 Registered and services. rental of vehides] 45 RUE DE PARIS Reg 2,051.941 rer~ewed 95747 USPTO Status ROISSY-CHARLES-DE-GAULLE, Date: 15-MAY-2007 FRANCE App 17-JUL-1995 SOCIETE AIR FRANCE 45 RUE DE PARIS 95747 ROISSY-CHARLES-DE-GAULLE, FRANCE us.s TEMPO USPTO Status: 9: Automated systems. namely, software, hardware and communicatiotls devices for planning, scheduling. GE TRANSPORTATION SYSTEMS No11-final action - controlling, monitoring and providing information on transportation assets and parts thereof; computer GLOBAL SIGNALING, LLC TEMPO mailed hardware and software systems for automated train control and traffiC supervision. namely, location tracking, DELAWARE LIMITED LIABILITY CO. USPTO Status vehicle monitoring. vehicle controlling, dispatching, signalling, communication, and data transmission all 2712 SOUTH DILLINGHAM ROAD Date: 06-JUN-201 5 within the rail industry: computer software for management of railway networks; devices for wireless radio App 86-550,029 GRAIN VALLEY, MISSOURI. 64029 App 02-MAR-2015 transmission; electric or electronic sensors for monitoring the location, speed, direction, proximity to other vehicles, power usage, temperature, braking potential, and components of railway vehicles and machines: electrical integrated control systems for use m the field of automated train control and traffic superv1s1on w1thin the rail industry; electronic signaling mechanism, namely, a train control system used in the ra1lway industry for detecting and controlling trains. ground faults, broken rails, power faJiures, track switches and lights: electronic transmitters and receivers for use within the railway industry; traffic management equipment, namely, display monitors, computers, auto compasses and software to manage traffiC 37: Installation and maintenance of transportation and traffic equipment and systems: maintenance of traffic control equipment; technical support services, namely, technical advice related to the repair of advanced train control and traffic supervision systems and subsystems within the rail industry

US-7 TEMPO USPTO Status: 12: Automobiles and their structural parts FORD MOTOR COMPANY App 74-151,671 Registered and DELAWARE CORPORATION Reg 1,669,354 renewed THE AMERICAN ROAD USPTO Status DEARBORN, MICHIGAN, 48121 Date: 30-APR-2002 App 25-MAR-1991

US-8 TEMPO USPTO Status: 12: Electric bicycles FAR EAST ELECTRIC BICYCLE Suspension letter- COMPANY LIMITED @TEMPO mailed HONG KONG. REPUBLIC OF CHINA App 86-314,009 USPTO Status CORPORATION Date: 7F CHUANGS ENTERPRISES BLDG 12-MAR-2015 WANCHAI, HONG KONG. REPUBLIC Jr App 18-JUN-2014 OF CHINA 3 Page 2

52 Web Common Law

Notes http://www.getransportation.comltrain-signalina/automatic-lrain-orolectton-oontrol-systemsltempo-etcs-solution GE Transportation's Tempo ETCS Solutions relates to railways operations and does not appear to be consumer focused. Tempo ETCSSolutions

GE Tr.:msporutlon's Tempo ETCS Solutions ~111designed ~r:~und~coiTWIIOn fail-s3:t. , SQL3ble, vlbl pl~tform:~nd 02n

l ntegmed suite of engineering tools, the eombln~tionof which not only simplifies the execution of r:~llw.~ysign:~ llng

projects but their d:~y·to-dllyoper:~tion 11nd ~inten02nce ~lso.

WCL-5 https://en.wikipedia.orglwiki/Optare Tempo The Optare Tempo is a full-size single-deck bus manufactured by Optare and was launched in late 2004. It is Optare Tempo marketed and in use in the UK.

From Wikipecb. the frH oncyclopedi~

The Opt:lre Tempo Is a ruu..size slngle-Optare Excel It Is designed as a ugruwelgllt bus. to use tess tuel than tradCJOnalheavy duty Integrals

C0<11en1s [hide] 1 Tempo 2TempoSR 3S..:IIso 4 RatiMWlC• M ~ Ten:po ol)e!3le0 by YenowBu ses in 5 Extem311lnks Bol.rnemou11\

WCL-7 http;/lits.berkeley.edulbtl/2013/falllbusbunching A small company started at Berkeley, VIA Analytics, launched a product called A Cure for Bus Bunching TEMPO, which seeks to prevent "bus

FAU. 2013- Anyon• ...no h• " ""' ""'"-ttrd bunching" for "t.at. ..,.uu lib fOI"«W'rfor • bw.--ouly to h'".. nt'O or tl•n• .,;,.,.. •• tlu• Mh' W tlnw - h-. nlH'ri~unod"'bt llt buutbtus. .. • .,...uilias};y \lttrM1•bJ• ,.-ot.l•w fo.r tran• U

"'t'"'Min And on• lb4t J.t.~n.,...b\.. pruron•

~h iUJ.

~w .anrrs dO<'toro\J s.:a

.....l> ..... QJ (') ::r 3 Page 3 I'D ::s ..... N ' 53

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54 SR 15-190 Attachment 3

Order Details

Mark Searched PULSE

Classes 12.39

Goods MASS TRANSIT SERVICES FOR THE GENERAL PUBLIC; BUS CHARTERING; BUSES

Order Date 26-AUG-2015

Your Ref. 10913.8

Order Nr 273321112

Page 1

55

Selected TM Records

Hit Citation USPTO Status and Goods and Services Owner No. Date

US-2 PULSE USPTO Status: 12: Automotive safety device that helps prevent rear end collisions to passenger vehicles and light duty trucks KINETECH LLC Registered comprising an electronic circuit board that causes *center mount * rear [ brakes ] brake * light * to pulse INDIANA LIMITED LIABILITY USPTO Status Date: CO.

12-MAR-2013 5960 WASHINGTON BLVD App 85-730,052 App 15-SEP-2012 INDIANAPOLIS, INDIANA, Reg 4,303,068 46220

US-3 PULSE USPTO Status: 12: Automotive safety device that helps prevent rear end collisions to passenger vehicles and light duty trucks KINETECH, LLC Registered comprising an electronic circuit board that causes a rear brake light to pulse INDIANA LIMITED LIABILITY USPTO Status Date: CO. 27-MAY-2014 5960 WASHINGTON BLVD App 85-815,737 App 04-JAN-2013 INDIANAPOLIS, INDIANA, Reg 4,535,686 46220

US-7 PULSE USPTO Status: 39: Transportation of goods by truck PULSE TRANSPORTATION TRANSPORTATION Registered and renewed SERVICES, INC. App 76-071,272 USPTO Status Date: MISSOURI CORPORATION Reg 2,577,406 08-JUN-2012 1048 N. MONROE App 15-JUN-2000 KANSAS CITY, MISSOURI, 64120

US-8 GRTC PULSE USPTO Status: 39: Mass transit services for the general public GREATER RICHMOND Published for opposition TRANSIT CO. USPTO Status Date: VIRGINIA CORPORATION 25-AUG-2015 301 E. BELT BOULEVARD App 19-MAR-2015 RICHMOND, VIRGINIA, 23224

App 86-569,671

US-9 URBAN PULSE USPTO Status: 9: Data processing equipment and computers for use in calculating travel routes, locating people, obtaining VEOLIA TRANSPORT Registered information on public transportation and providing tourist information; computers and computer peripheral FRANCE SOCIETE ANONYME App 79-108,619 USPTO Status Date: devices for use in calculating travel routes, locating people, obtaining information on public transportation and 163/169 AVENUE GEORGES providing tourist information; software and packaged software in the nature of a collection of software programs Reg 4,281,168 29-JAN-2013 CLEMENCEAU App 23-NOV-2011 for use in calculating travel routes, locating people, obtaining information on public transportation and providing F-92000 NANTERRE, FRANCE tourist information; electronic databases and electronic data banks recorded on computer media for use in calculating travel routes, locating people, obtaining information on public transportation and providing tourist information 35: Rental of advertising space; dissemination of advertising matter; subscription to an information media

package in the fields of public transportation, calculating of travel routes, information on towns and cities, town 3 Attachment and city events, and leisure and recreational outings; subscriptions to a computer service featuring navigation SR 15 information that uses computers and satellites to calculate navigation information 38: Communications via fiber-optic networks, via computer terminals and via satellite; telecommunication - Page 2 190

56

services by means of satellite transmission for use in enabling geo-location; wireless electronic transmission of digital data; communications via computer terminals; electronic data transmission, namely, electronic transmission of data obtained with the aid of a global positioning system (gps) to enable third parties to calculate a route, and providing access to a computer data base; electronic data transmission services; electronic mail and messaging services; dissemination of information by electronic means, namely, electronic transmission of information via computer terminals and via the internet; provision of user access to telecommunication computer networks and to the internet for communicating, displaying, sharing, distributing, exchanging or otherwise providing multimedia content, messages, images, sounds, data and other information; all of the above services relating to calculating travel routes, locating people, obtaining information on public transportation and providing tourist information; providing multiple-user access to a global computer information network for obtaining information relating to public transportation, calculating travel routes, towns and cities, events organized in a town or city, and recreational and leisure outings; providing multiple-user access to a global computer network for the purpose of accessing navigation services; transmission of data via the internet, namely, electronic transmission of travel itineraries and public transportation routes and timetables; providing access to databases on the internet featuring tourist information 39: Public transportation of passengers by air, rail, boat and bus; information about public transportation; information on tourism and travel, namely, providing city maps showing car parks and metro stations, available via the internet 42: Design and development of computer software for use in calculating travel routes, locating people, obtaining information on public transportation and providing tourist information; installation of computer software for use in calculating travel routes, locating people, obtaining information on public transportation and providing tourist information; maintenance of computer software for use in calculating travel routes, locating people, obtaining information on public transportation and providing tourist information; updating of computer software for others for use in calculating travel routes, locating people, obtaining information on public transportation and providing tourist information; conversion of data from physical to electronic media in the fields of calculating travel routes, locating people, obtaining information on public transportation and providing tourist information; hosting of web sites providing computer users with the opportunity to upload, exchange and share data, comments, photos and videos in the fields in calculating travel routes, locating people, obtaining information on public transportation and providing tourist information; technical consulting services concerning automation, development and design of navigation systems, route planners, and electronic maps for use in calculating travel routes, locating people, obtaining information on public transportation and providing tourist information 45: Information services in connection with social contacts in the nature of locating and tracking people, namely, providing an interactive website for persons to locate other individuals with similar interests to participate with them in or accompany them to events and activities

US-18 TRAVEL PULSE USPTO Status: Section 39: Providing travel information via a website on a global computer network to professionals and suppliers in TRAVALLIANCEMEDIA, LLC 8 & 15 - accepted and the field of travel; providing an internet website portal in the field of travel, directed to travel industry NEW JERSEY LIMITED acknowledged professionals and featuring daily updates on travel, custom editorial travel articles, and information concerning LIABILITY COMPANY USPTO Status Date: promotions, marketing tools, agent training, seminars and online events, all in the field of travel 593 RANCOCAS ROAD

20-APR-2015 App 77-520,001 WESTAMPTON, NEW App 11-JUL-2008 3 Attachment Reg 3,761,671 JERSEY, 08060 SR 15 SR US-24 BLUE PULSE USPTO Status: 12: Vehicles and apparatus for locomotion by air, land or, water, namely, helicopters and rotary-winged AIRBUS HELICOPTERS Registered aircraft; rotor blades for helicopters and rotary-winged aircraft; structural parts for the aforementioned goods, FRANCE SOCIETE PAR -

USPTO Status Date: as far as included ACTIONS SIMPLIFIEE 190

Page 3

57

08-FEB-2011 37: Maintenance, servicing, care and repair of helicopters, rotary-wing aircraft, and of structural parts for the AEROPORT INTERNATIONAL App 08-FEB-2010 aforementioned goods MARSEILLE PROVENCE 13725 MARIGNANE CEDEX,

App 77-930,717 FRANCE Reg 3,915,953

US-63 IMPULSE USPTO Status: 12: Commercial buses and structural parts thereof GOSHEN COACH INC. Registered INDIANA CORPORATION USPTO Status Date: 25161 LEER DRIVE 01-JUL-2014 ELKHART, INDIANA, 46514 App App 85-855,468 20-FEB-2013 Reg 4,561,084 Attachment 3 Attachment SR 15 -

Page 4 190

58

Web Common Law

Hit No. URL Abstract

WCL-10 http://www.durhamregiontransit.com/DRTNews/Pages/DRT-Introduces-New-drt-PULSE-Service-to-Scarborough.aspx PULSE used for transit services in the Durham / U of T / Oshawa region in Toronto Canada

WCL-12 http://www.ridegrtc.com/brt GRTC PULSE used in Virginia for promotion of transportation services. The trademark also has a pending application (see above, USPTO Serial No. 86-569,671)

WCL-20 http://pulse.pacebus.com/ PULSE used for promotion of transportation services in Chicago, Illinois – set to be unveiled in 2017.

3 Attachment

SR 15

Page 5 - 190

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60 SR 15-190 Attachment 4

Meeting Date: January 27, 2014

East Bay Bus Rapid Transit Policy Steering Committee

STAFF REPORT TO: Members of the Bus Rapid Transit Policy Steering Committee

FROM: David Armijo, General Manager

SUBJECT: BRT Service and Station Sponsorship

RECOMMENDED ACTION(S): Review and comment on the proposed Bus Rapid Transit Service and Station Sponsorship Strategy.

BACKGROUND/DISCUSSION: AC Transit is seeking sponsors to provide dedicated funding support lor the East Bay Rapid Transit (BRT) Line and for the 34 stations (46 platforms). The proposed strategy describes the approach to identify, select and contract with a sponsor who will subsidize the operating and maintenance costs of the BRT service In exchange for sponsorship rights to the BRT line or any of its 34 stations. AC Transit's consultant has worked on the development of many BRT Projects in North America, including Los Angeles' Metro Rapid, Tampa's Metro Rapid, Seattle's Rapid Ride and the Region of York's Viva in Toronto, The consultant has experience in developing advertising and sponsorships, and sponsorship programs for transportation agencies, port authorities and airports (see attached company profile).

The East Bay BRT Sponsorship Strategy was valued based upon four criteria:

1. Quantitative Benefits: Measurable audience that travels through the corridor or will ride the service. 2. Qualitative Benefits: The intangible benefits of the sponsorship such as increasing sponsor awareness, loyalty to the sponsor's products or services, and the sponsor's commitment to community. 3. Geographic and Demographic Reach: The significance of the location of the BRT corridor and its diverse population to a sponsor's message. 4. Cost Benefit Ratio and Value: Sponsorships deliver soft value, meaning greater credibility than paid advertising. The cost benefit ratios of sponsorships are 2 to 1 meaning every dollar allocated to a sponsorship generates $2 dollars in quantitative and qualitative value ..

The consultant recommends offering the following levels of sponsorship opportunities:

4561 SR 15-190 Attachment 4 East Bay Bus Rapid Transit Policy Steering Committee Page 2 of 3

1. Exclusive Service Sponsorship: $1,000,000 annually; Includes naming rights to the service with recognition on all facilities, rolling stock and AC Transit supportive media. The recognition 11rovided to span ors includes acknowledgment of their SP. nsorship on the structures or vehicles in a size and location that does not interfere with the project branding. AC Transit will provide other recognition of the sponsor in its communications that the agency controls such as Its website, news releases and publications.

2. Partial Service Sponsorship: $300,000 annually; Includes sponsorship rights QD 25% of the facilities, rolling stock and AC Transit supportive media. The sponsoring of a station does not conflict with the interest of neighborhoods in associating station names with the nearby communities. Recently an Ohio-based bank, Huntington, became the sponsor of a station on the Cleveland RTA's Healthline and the station is called the 200 Public Square Station sponsored by Huntington Bank.

3. Station Sponsorship: $30,000 annually; Individual station package including station recognition and AC Transit supportive media.

Sponsorship funds dedicated to the East Bay BRT Line will be used to offset operating and maintenance costs.

Sponsors will be.allocated advertising space on each of the shelters as illustrated in attachment 4 and recognition on the BRT fleet dedicated to the East Bay BRT Line. All published materials including schedules and maps will recognize the sponsors. To ensure maximum exposure for sponsors, AC Transit will stage news events to announce all sponsorship agreements, the construction of the line, and the opening of the service. Sponsors will receive recognition in all news media materials released by AC Transit regarding the East Bay BRT Project. Sponsors will receive credit on all AC Transit's corporate and project websites. Sponsors will also receive recognition on BRT Fleet illustrated in attachment 5. Potential Sponsor list: Kaiser Permanente Oakland Athletics Kaiser Foundation Golden State Warriors Sutter Health, Alta Bates Summit Medical Oakland Raiders The San Francisco Foundation Pacific Gas & Electric Company East Bay Community Foundation AT&T The Wallace Alexander Gerbode Foundation Chevron Evelyn & Walter Haas Jr. Fund Chase Pandora Citibank Cliff Bar Nestle GAP and others Peet's

AC Transit's consultant will implement the proposed strategy and first develop a shortlist of likely sponsors based on the sponsorship criteria followed by negotiation of the desired sponsorship opportunity.

4662 SR 15-190 Attachment4 East Bay Bus Rapid Transit Policy Steering Committee Page 3 of 3

ATIACHMENTS: 1. Gob is & Co. LLC corporate qualifications 2. Gobis Sponsorship Evaluation 3. BRT Sponsorship Promotion Sheet 4. Title Wall Sample

Reviewed by: David J. Armijo, General Manager Dennis W. Butler, Chief Planning and Development Officer David A. Wolf, General Counsel David Wilkins, BRT Program Director Prepared by: John Gobis, Staff Consultant, EB~BRT Program

6347 SR 15-190 Attachme11t 4

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4864 SR 15-190 Attach!l11Mtm1mt 4

Gobis & Co. LLC 54 Prospect Hill Street Newpoct, R.L 02840

WORK EXPERIENCE Gobis & Co. LLC is a consulting organi~ation advising clients in both the publk and private sectors on issues of strategy, marketing, o-rganization, revenue generation and innovative service design. Private sector clients include The Dallas Cowboys FOGtball Club, Georgia Power, Xcrox/ACS State and Local Solutions, AHL Services, PB Americas, KDE Electronics, COSNet/lBM, Los Angeles Yellow Taxi and the American Logistics Company. The firm has extensive experience in developing public/private partnerships for projects dealing with transportation and infrastructure. For more than 35 years the firm has provided managemem-comulting services for such clients as The City of Los Angeles, The City of New York, Bay Area Rapid Transit, Orlando LYl\IX, The Metropolitan Transit Commission of Minneapolis/St. Paul, The States of Delaware, New Jersey, Florida and Georgia, San Diego's Metropolitan Transit Commission and others. Primary practice areas are1 1 Revenue generation from non-tax, non-toll and non-fee sources such as fiber optics, out of home advertising and sponsorships. • The development and implementation of advanced fare and toll pn.ymem systems using smart card and RF technologies. 1 Assistance to private organizations in marketing their services to the public sector. • Transportation demand management including regional mobility management progr.1ms. • Organization and formation of transportation agencies induJing the passage of referendums to establish dedicated sources of local funding • The marketing of public transit scrvkcs. • Innovative transportalion services such as jitney, shared ride taxi, shared auto and bicycle programs and paratransit services. • Development of public/private partnerships for the development of transportation infrastructure.

SP!iCIFlC PRACTICE HlGHUGilTS Out of Home Advertising, Concessions and Franchise Agreements In the past decade no organization has negotiated more out of home advertising agreements for the public sector than Gobis & Co. In that time alone, the firm has negotiated agreements for public agencies that will yield mon: than $500,000,000 in revenue~. Gobis has succcs~fully navigated billboard, sponsorship, transit advertising, street furniture, bus shelter advertising and concession agreements for more than four-dozen transportation agencies in the United States and two foreign cities. John Gobis, the firm's Principal, assisted New Jersey Transit in the development of Request for Proposals and in contract negotiations for that agency's bus, rail, station and right of way advertising. He was able to secure $65,000,000 over a five-year period for NJT. The South Jersey Transportation has worked with Gobis for the past ten years to develop its outdoor advertising program. Gob is has negotiated outdoor advcrrisin,.;, lwmcr advertising and sponsorship agreements that will net the Atlantic City Expressway and the Atlantic City International Airport mote than $68 million over the next fifteen years. The States of Connecticut and New Jersey have called upon Gobis for development of state legislation for the control and oversight of outdoor advertising as well as to regulate billboards on state properties. He h~s negotiated cell phone tower le;ases, sponsored Wi-H programs, fiber optic right of way agreements, land swaps and joint development agreements. In the cour~c uf his 30+ years of experience in the public £ector he has negotiated agreements with CBSNiarom, Clear Channel, Obie Media, Gateway Media, Cox Communications, Grey Media, Titan, CEMUSA, JC DcCaux, Lamar Ot~tdoor, Next Media, and others. Gobis provided expert witness services to the Montgomery County Maryland Office of the County Attorney in legal matters dealing with the out of home advertising industry. The firm's current out of home advertising clients include the City of Phoenix; the City of Los Angeles; the South Jersey Transportation Authority; Tampa's HART Transportation Agency; the Phoenix International Airport; the North County San Diego Transit District; Oakhmd's AC Transit; Gatehouse Management, a developer of mixed use developments, and the Central Ohio Transportation Authority in Columbus.

Gobis & Co. Company Profile + Out of Home Adver~ising Page 1

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Atttchment2

BRT SERVICE AND STATION SPONSORSHIP PROGRAM

,January 2"1, 2014 ~I

BACKGROUND

• Seeking Sponsors for Sponsorship Rights to the Line and the 34 Stations • Strategy to Identify, select and contract with sponsors • Subsidize the capital and operating costs in exchange for sponsorship • Proven met~lor.l,f'().t:,

l

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VALUING A SPONSORSHIP

• Quantitative • Qualitative • Geographic and Demographic • Cost Benefit RatioNalue

East Bay BRT Sponsorship Valuation

• Exclusive Service Sponsorship $1,000,000 • Partial Service Sponsorship $300,000 • Station Sponsorship $30,000

2

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Next Steps

• Engage Potential Sponsors -Presentations -Time Sponsorships to the Service Opening -Obtain Guarantees for Budgets Now!

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Valuing the East Bay Bus Rapid Transit Sponsorship

Sponsorships are valued on the cost of similar types of media in a Designated Market Area (DMA); the geographic and demographic reach of the sponsorship and recent patterns of the fees that sponsors pay and the value they receive. For property or service sponsorships, like the East Bay Bus Rapid Transit (BRT) infrastructure and service, the most comparable quantitative values are outdoor advertising in the Oakland DMA and the value reaped by other public transit sponsorships.

The values of the East Bay BRT sponsorship are as follows: Quantitative Benefits: These are the measurable benefits such as the audience of 'eyes on' that will use or go through the corridor each day seeing the sponsorship elements. This is measured through ridership numbers, vehicular traffic counts and out of home advertising audience levels.

Qualitative Benefits: These are the intangible benefits that sponsoring the BRT Project would deliver, such as loyalty, public awareness, understanding of the sponsor's commitment to community and improvements in the public's opinion of the sponsoring organization.

Geographic .and Demographic Reach: Reach is the relevancy of the sponsorship in a market, such as the East Bay, including the value of the location. In this case, a heavily traveled corridor as well as one of the most ethnically diverse in the nation. Those two elements offer high value to a sponsor. For example, an ethnic consumer products company, such as Johnson Products or Goya, would want a strong visual presence in neighborhoods along the BRT corridor. The sponsor's a~:::ociation with a brand like AC Transit's that is valued by its majority minority ridership base provides the sponsor with entrCe to a customer base that would be very expensive for the sponsor to reach alone.

Cost Benefit Ratio and Value: Sponsorships have measurable values. Sponsorships typically deliver 'soft' value, meaning greater credibility through association with a cause as opposed to traditional advertising that delivers 'hard' value. Most sponsors also have advertising budgets, which they use to introduce new products, create consumer awareness, or to simply stay competitive. Sponsorships deliver both quantitative and qualitative value, so the cost benefit ratio of sponsorships usually generates $2 for every $1 that is invested.'

1 Valuing of Sponsorships IMG 2006

1 • Gobis & Co. LLC

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The Value of an East Bay BRT Sponsorship Using the cost benefit ratio, the value of naming rights in the form of sponsor branding on the BRT shelters and vehicles, as well as other treatments, would be approximately five cents for every person that sees the sponsor's logo, reads the sponsor's materials while waiting for a rapid bus, or associates the sponsor's brand as a major investor in the East Bay Region.

Based upon this ratio, the annual value of the sponsorship for the entire East Bay BRT service with 34 stations, an estimated daily ridership of 34,000 ($620,500), and traffic counts along the International Boulevard/East 14 1 ~ Street corridor of 259,000 daily vehicular movements' ($2,800,000) would be $3,420,500.

The combined value of over $3 Million is 'fair value' when compared to out of home billboard advertising in the East Bay, which sells for an average monthly fee of $7,990 for a 14' x 48' traditional bulletin billboard. A monthly showing of 48 billboard faces across the Bay Area would cost an advertiser $346,8003 per month, or $4,161 ,600 annually.

This $3 Million plus assessment must be rationalized with the reality of the current market for sponsorships that is stable, but not robust; the crime problem in the corridor and the low awareness of bus rapid transit in the San Francisco DMA are primary hindrances. The latter is a factor that can be overcome with education, the crime problem is not an attribute that can be 1talked through' rather, the sponsor must be willing to accept the unique characteristics of the East Bay BRT Corridor and to develop a genuine sponsorship approach that seeks to improve the quality 1 of life along International Boulevard and East 14 h Street.

Gobis & Co. recommends that the sponsorships be offered at three levels: 1. Exclusive Service Sponsorship: Includes naming rights to the service with recognition on all facilities, rolling stock and AC Transit supportive media - $1,000,000 annually. 2. Partial Service Sponsorship: To be sold in packages equally: 25% of the facilities, rolling stock and AC Transit supportive media - $300,000 annually. 3. Station Sponsorships: Individual station packages including station recognition and AC Transit supportive media- $30,000 annually. AC Transit wi!l stipulate in the sponsorship agreements that the proceeds from the service sponsorships will be used exclusively to fund the operation of the East Bay Bus Rapid Transit service including the maintenance of the right of way and the BRT fleet. None of the funds should be allocated to General Fund or

1 Caltrans Traffic Volumes on California State Highways 2012 3 Clear Channel Out of Home Advertising Rates Spring 2013 2 • Gobi.s &: Co. LLC

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Administrative purposes otherwise the sponsorship value will be disingenuous and unsustainable.

Under the FT A's New Starts and Small Starts, transit agencies receive higher ratings for private participation providing AC Transit with another benefit for pursuing sponsorsh ips.

Th e Value of the Intangibles to A Sponsor The value of the East Bay Bus Rapid Transit service to a sponsor can be measured in audience numbers, but a sponsor can easily obtain a similar audience by buying paid advertising. The key to selling a sponsorship on a public works project is the other intangibles.

Located in a corridor that faces multiple challenges-crime, unemployment, health and overall quality of life, a sponsor must have a level of 'enlightenment' to invest in this project. The intangible values of the corridor include: • Recognition for Commitment to Community • Raisi ng Awareness and Support • Building Existing Customer Loyalty • Active Community Presence • Improving Corporate Image • Media Coverage

The characteristics of the BRT corridor, surprisingly, should make the opportunity even more appealing to some sponsors. This corridor is in the heart of the East Bay Region, and while it is not currently a source of civic pride, its transformation would be an important demonstration of the resiliency of the East Bay.

3 Gobis & Co. Ltc

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EAST BAY BUS RAPID TRANSIT SPONSORSHIP OPPORTUNITIES . '

The Project: Bus Rapid Transit {BRT) has been called the "commute of the future" by the Wall Street journal. In the Rockefeller Foundation's recent announcement of $1.2 Million in grants to U.S. cities with active BRT systems, BRT is regarded as "high performance mass transit that delivers the permanence, speed and reliability of rail for a fraction of the cost."

AC Transit is bringing BRT to the East Bay with its nine-mile East Bay BRT Project connecting San Leandro to Oakland with faster, more reliable bus service complemented by enhanced bus stops, upgraded sidewalks, improved roadways and safer environments for riders and pedestrians alike. AC Transit's BRT service will bring a higher level of transit service to what is one of the busiest transit corridors in the nation.

N:. Tl3nSit BRT• Pro)«tWlde M~p The Corridor: The San Leandro/Oakland Corridor is one of ~- - ..., JJ --(1 .. the most ethnically diverse with significant Latino, African .,.. ,_~....-r~ o· American and Asian populations, however the living ~ -­ conditions in the proposed BRT corridor are challenging. -~ ~~ - ""'"""""""""'_....., The corridor has experienced a significant amount of gang­ 7 ao,.c...d-- related crime that has jeopardized residents' personal safety. The 2006 American Community Survey revealed that 27 ia.~- ..-....- percent of the population in the corridor are children under the age of 20 and 11 percent are seniors over 65. Additionally, 11 percent of the total corridor population lives under the federal poverty level. In addition to tough living conditions, residents along the corridor face serious hea[th issues where 30.5% of Alameda County's school­ S,ri\1 1 aged children are overweight and Alameda has that F~!W'ISt.P 2 B~r second highest rate of asthma in the State of California •

1 Youth Health and Wellness in Alameda County, 2006 2 Select Health Indicators for Alameda County, 2007

Pase 1

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..ah~ --­ EAsT BAY BRT SPONSORSHIP OPPORTUN ITIES ~a~

How BRT Benefits the Community: AC Transit's East Bay BRT Project promises to improve air quality and public health in the corridor by eliminating some 600,000+ vehicular trips each year, reducing the carbon dioxide levels that increase asthma rates. 3 New crosswalks complemented by green pedestrian islands and improved sidewalks will encourage healthier modes of travel for residents. The BRT project will also provide safer waiting areas with brighter lighting that can reduce crime 4 levels in residential areas, such as those that surround the International Boulevard and East 14th Street segment of the BRT corridor.

The construction of the BRT system will add 700 new jobs to an area of higher than average unemployment, but the impacts on the local economy don't stop there. Upgraded sidewalks and safer crosswalks will increase foot traffic that small merchants in the corridor will profit from. Businesses will also benefit from new delivery zones that will eliminate the problem of double parking that increases traffic congestion.

AC Transit's East Bay Rapid Transit Line will bring hope to an area that needs the commitment of solid partners. While AC Transit has received financial commitments for capital funding from federal, state and local governments, sponsorship of the line and its stations will be a vital source of financial support for the operation and maintenance of the line, as well as a valuable marketing opportunity for corporations and foundations. To that end, AC Transit is seeking sponsors for the naming rights to the East Bay Rapid Transit line and for the 34 stations along the alignment.

3 H;~rvardMedical Schoo l Report 2004 4 US Department of justice-Improved Street Lighting to Reduce Crime 2008

Page 2

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EAST BAY BRT SPONSORSHIP OPPORTUNITIES A~~

Sponsorship Opportunities: The East Bay Bus Rapid Transit line will be an important sponsorship opportunity for any corporation or foundation. Sponsorship opportunities are available at the following levels:

1 EXCLUSIVE SERVICE SPONSORSHlP 2 PARTIALSERVIC::ESPONSORSHIP 3 STATION SPONSORSHIP Includes naming rights to the service Includes naming rights on 25% of the Individual station package including with recognition on all facilities, facilities, rolling stock and AC Transit station recognition and .AC Transit rolling stock and AC Transit supportive media. supportive media. supportive media. $1,000,000 annually $300,000 .annually $30,00Q annually

Sponsorship contributions to a public agency may be tax deductible depending upon your organization's tax status. Please consult your tax advisor.

Sponsorship funds dedicated to the East Bay BRT Line will be used as local match dollars to increase the grant funding available from the United States Department of Transportation's Federal Transit Administration, which requires a local match contribution of 20%.

Sponsor Credit Sponsors will receive a title wall on each of the shelters and recognition on the BRT fleet dedicated to the East Bay BRT Line. All published materials including schedules and maps will recognize the sponsors. To ensure maximum exposure for sponsors, AC Transit will stage news events to announce all sponsorship agreements, the construction of the line and the opening of the service. Sponsors will receive recognition in all news media materials released by AC Transit. The AC Transit and Special Project Websites offer information on the BRT line and all agency services reaching AC Transit riders as well as hundreds of thousands of the general public seeking transit information. Sponsors will receive credit on all AC Transit websites as well as links to sponsor websites.

To learn more about AC Transit East Bay BRT line Sponsorships contact john Gobis at 510-891-7168 or visit the AC Transit website at actransit.org/sponsorship. Page3

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Recognition BRT Fleet Attachment 4

The name olJthla~ sfatiQnll1as eha)1gedl ltis'naw

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Special Meeting: East Bay Bus Rapid Transit Policy Steering Committee

MINUTES

Monday, January 27, 2014 10:00 a.m.

2nd Floor Board Room 1600 Franklin Street Oakland, CA 94612

PSC Members: City of Oakland: AC Transit Board: Council member Noel Gallo Director Elsa Ortiz, Chair Councilmember Rebecca Kaplan President Greg Harper Direc.:or joel Young City of San Leam/ro: Councllmember Michael Gregory Alam.:. •.~ -~ 1..f>unty (Ex Officio): Councilmember P'K6ll~e Cutter Supervisor Nate Miley Metropolitan Transportation commlsslon/Caltrans: District Director Bljan Sartlpl

The East Bay Bus Rapid Transit Polley Steering Committee held a special meeting on Monday, January 27, 2014. The meeting was called to order at 10:05 a.m. with Chair Ortiz Presiding.

1. Roll Call

Committee Members Present: Director Elsa Ortiz, Chair President Greg Harper (arrived at 10:10 a.m.) Councilmember Michael Gregory Coundlmember Pauline Cutter Councilmember Noel Gallo Councilmember Rebecca Kaplan

Committee Members Absent: Supervisor Nate Miley Director Joel Young Caltrans District Director Bijan Sartipi

AC Transit Staff Present: General Manager David J. Armijo General Counsel David Wolf (left the meeting at 10:50 a.m.) District Secretary Linda Nemeroff Chief Planning and Development Officer Dennis Butler Director of BRT David Wilkins

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2. Public Comment Scott Blanks, representing the joint subcommittee of the Accessibility Advisory Committee and the Mayor's Commission for Persons with Disabilities, commented that the subcommittee needed access to issues pertaining to disability at all critical phases of the BRT project. He further added that since the initial meeting a year ago, the committee has not been engaged by AC Transit to accomplish the goal set forth by the Oakland City Council, which was agreed to by AC Transit. He was concerned that seniors and the disabled community would be left behind or become an afterthought, and asked the Policy Steering Committee to consider these communities as they move forward. Jim Robson, member of joint subcommittee, said he is transit oriented and would like to see more of the bus design changes or modifications since the AC Transit presentation last year. He was concerned that due to economic reasons, changes would be made to the buses that would make them less accessible. He said seniors and disabled riders are some of biggest stakeholders along the BRT route and he didn't want to see accessibility sacrificed to other goals.

3, Chair's Report on pertinent actions of the AC Transit Board. Chair Ortiz reported on the following actions/activities which occurred since the last Policy Steering Committee meeting:

Execution of all Master Cooperative Agreements and Operations and Maintenance Agreements with the City of Oakland, City of San Leandro and Caltrans as well as Utility Agreements with AT&T, East Bay Municipal Utility District and PG&E; Kudos to Christine Calabrese and the City of Oakland staff In reaching an equitable Operations and Maintenance Agreement; Lease of the BRT Community Outreach Center with a Grand Opening expected in March; Submission ofthe draft Small Starts Grant Application to secure the last increment of federal funding for the project; Completion of the 65% design expected in April; Acquisition of two parking lots in Oakland; and Efforts by Councilmember Kaplan to help redistribute funds for AC Transit's Dum barton Express service in the proposed Measure B Expenditure Plan.

Councilmember Gallo wanted to ensure that the comments of the speakers under public comment regarding disability issues were heard and that staff responded to their concerns. In addition, he asked that the role of the Policy Steering Committee be more clearly defined and that information regarding the project come to the steering committee before being presented to the AC Transit Board or Directors and the city councils.

General Manager David Armijo appreciated the comments from the public regarding accessibility issues, noting that it was unfortunate that the concerns had not been addressed and that staff would work with the city and advisory group in the coming weeks.

Council member Kaplan requested several agenda items for future meetings (see Item 11).

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Director of BRT David Wilkins reassured members of the Policy Steering Committee that staff would work with the joint subcommittee and integrate that group Into the design review process as well as provide periodic updates at monthly meetings as the 65% design process is finalized.

4. Consider approving the East Bay Bus Rapid Transit (BRT) Polley Steering Committee minutes of September 30, 2013.

MOTION: GALLO/KAPLAN to approve the minutes as presented. The motion carried by the following vote:

AYES:6: Gallo, Kaplan, Gregory, Cutter, Harper~ Ortiz ABSENT:3: Miley, Young, Sartipi

S. Update on the BRT Project Budget- Information

Senior Project Manager Ram a Pochiraji presented the staff report.

Councilmember Cutter wanted assurances that the project budget included the Conditions of Approval for the City of San leandro, noting that city council was anxious to receive an update on the project to ensure that everything the city requested was on schedule.

Councilmember Kaplan inquired about the remaining $27.6 million in federal funding needed for the project. Mr. Pochlra)l advised that the draft Small Starts Grant Application would be submitted on February 4, 2014 and, pending review of the application by the Federal Transportation Administration (FTA), the money is expected to be programed in FY 2015. He added that a decision on the application is expected this summer. Councilmember Kaplan asked if letters of support for the grant from the cities would help. General Manager David Armijo advised that the District was in the process of drafting a letter to the FTA and would appreciate support letters from the cities. He added that while the federal government knows what its budget is for 2015, the FTA has more projects than money, which means that many projects will not be funded. Given that the BRT Project Is the highest rated project in the United States, the region must now act to ensure the project receives funding and is included in the next budget cycle. Councilmember Gregory suggested that since the project is entirely In Representative Barbara Lee's district, joint support for the funding allocation should be sought locally through her.

The item was presented for information only.

6. BRT Project update· Information

Director of BRT David Wilkins presented the staff report.

With regard to parking lots, President Harper asked if the City of Oakland had decided whether or not to charge for parking and encouraged the use of Clipper to facilitate

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payment. Councilmember Gallo asked City staff to advise on how the issue could be brought before the city council. City of Oakland BRT Program Manager Christine Calabrese advised that while this issue had not been decided, a proposal would be brought to the council along with the Parking Impact Mitigation Plan.

Councilmember Kaplan commented on the need to increase Clipper vendors along the corridor, noting that perhaps some of the partner agency non-profits would like to become vendors.

The item was presented for information only.

7. BRT Community Relations and Outreach Program update -Information

BRT Community Relations and Outreach Team Manager Terry lightfoot of L luster & Associates presented the staff report.

With regard to the Art Enhancement Programi President Harper inquired whether the Policy Steering Committee would be involved in the process to select artists. Artistic Advisor Helene Freid reported on the process, noting that a Technical Assistance Committee (TAC) comprised of representatives from Oakland, San leandro. and AC Transit would select seven semi-finalists and two alternates and the semi-finalists would then have 30 days to present design concepts, which will be on public display in the lobby of AC Transit's General Offices. She added that the Artist Selection Panel comprised of community representatives from Oakland. San leandro. and expert professionals will make a recommendation of 1 to 3 lead artists, which would then be forwarded to the AC Transit Board of Directors for consideration. Mr. Butler added that the lead artist recommendations would first be presented to the Policy Steering Committee for a recommendation.

With regard to community relations and outreach, Councilmember Gallo asked if staff would be collecting information beyond the transit corridor that could assist in reporting broken lights, trees blocking light poles, etc. to the cities via the public works departments. Mr. lightfoot reported that outreach efforts were focused primarily on the corridor. but depending on the availability of resources, staff would be open to sharing information.

With regard to the Community Outreach Center, Councilmember Kaplan commented that it could make a big difference In welcoming people to the BRT. adding that it was Important for the center to be open evenings and weekends; have Clipper Card and pass sales on site; as well as provide information in multiple languages, maps. etc. Mr. Butler advised that plans for the center were still under development.

Chair Ortiz asked about the purpose of the community engagement working groups. Mr. lightfoot advised that this group is designed to help roll out the community relations aspect of the project. Chair Ortiz suggested that staff become very familiar with the groups the District has been working with because most of them have been very active and vocal in the project.

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The item was presented for information only. Staff is to provide an update on the Community Outreach Center at the next meeting (Requested by Councilmember Kaplan).

8. BRT service and station sponsorship strategy- Review and Comment

BRT Program Consultant John Gobis of Gob is & Co. LLC presented the staff report.

Chair Ortiz asked who would be responsible for and actively seeking out potential sponsors (in-house staff or an outside contractor), whether there were measurable goals, and the basis for compensation. General Manager David Armijo advised that Mr. Gobis was a subcontractor under the Gannet Fleming contract and was not a staff consultant and that there was no percentage-based compensation in place. He added that the purpose of the report was to provide an example to the committee of the revenue that could be generated as a result of sponsorships. Mr. Gobis advised that he normally does not earn a percentage based on any work that he performs; noting that he usually helps develop relationships with advertisers that are maintained by staff.

Councilmember Cutter commented that it was good to hear that staff was looking for a funding source for operation and maintenance costs; noting that safety was a critical issue for the corridor as was graffiti abatement. Mr. Gobis advised that because the cleanliness of a station could potentially impact a sponsor's brand, supplemental services could be provided by the sponsor to keep a station clean. Councilmember Cutter commented that sponsorships need to be spread throughout the project to ensure that the whole line benefits.

Counci!member Kaplan commented that the money raised from the station sponsorships should be used for operations and maintenance and motioned that the Committee recommend a formal policy. The motion was later withdrawn pending further discussion at a future meeting. She also asked that consideration be given to following:

Integration of sponsorships with engineering so that in kind services, such as wifi or lighting can be coordinated; That the dense amount of churches and churchgoers along the corridor be promoted as a selling point to potential sponsors; That NextBus signs scroll messages from sponsors; and Sponsorship information on maps and wayfinding.

Councilmember Gallo felt that the sponsorships needed to be marketed to financial institutions as a show of support and investment along the corridor. He said that he would be happy to help promote the sponsorships.

Councilmember Harper commented that while there was a need for as much money as possible for operations and maintenance costs through sponsorships, it would be nice to have sponsors who are particularly beneficial to the whole community through their brand message.

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The item was presented for review and comment. While the feedback from the committee was positive, no action was taken pending further discussion at a future meeting.

9. Station naming protocol and review of proposed station names- Review and Comment

Senior Project Manager Rama Pochlraji presented the staff report.

The committee recommended that the standard station names outlined in the staff report be used because they were well defined and simple, i.e. by street name, geographical location.

10. Confirm date and time of next meeting.

The next meeting is scheduled for March 31, 2014, at 10:00 a.m. Staff is to assess and 51 advise the Chair If a meeting needs to be held sooner than March 31 •

11. Future Agenda Items

Update on disability and senior access issues raised at the meeting under public comment. [Requested by Councilmembers Galla/Kaplan] (next meeting) • Recommendations from the Artist Selection Panel. (next meeting, see Item 7) • Update on station sponsorships [Fu.rther discussion continued to a future meeting] • Discussion concerning the development of a transit pass incentive program and outreach to senior facilities regarding a bulk pass similar to the Eco Pass, but for the senior community. [Requested by Councllmember Kaplan] • Discussion at the staff level and at the Policy Steering Committee of the trade-offs associated with the next level of engineering In the event there is not enough money in the budget to do everything that the cities want, i.e. mitigations, access issues, streetscape improvements, bulb-outs, etc. Decisions on trade-offs can be prioritized based on available funding. [Requested by Councilmember Kaplan] • Update on the BRT Community Outreach Center. [Requested by Councllmember Kaplan](See Item 7).

12. Adjournment

There being no further business to come before the committee, the meeting adjourned at 11:37 a.m.

Respectfully sub mitted, ~ District Secretary

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September 16, 2015

Michele Joseph Director of Marketing and Communications Alameda-Contra Costa Transit District 1600 Franklin Street Oakland, CA 94612

Via Email Only

RE: Technical Memo – The Influence of Brand on Sponsorship Opportunities

Dear Michele:

This technical memo will first deal with the influence of brand on the potential to generate a sponsorship of AC Transit’s East Bay Bus Rapid Transit Service. The remainder of the technical memo will deal with the process of securing a sponsor, whether AC Transit should seek a sole sponsor or individual sponsors, the sponsor/s influence on the BRT brand, and recent sponsorship activity in transportation and the public sector.

THE INFLUENCE OF BRAND ON SPONSORSHIP POTENTIAL No organization will sponsor a product or service that has no identity/brand. Sponsors are only willing to commit their funding to products and services that have some level of brand equity. As a matter of record, those organizations that sponsor products or services seek out opportunities that they perceive as being supportive of their brands. Sponsorships can be more effective than traditional marketing if the association increases awareness, brand equity and loyalty to the sponsor’s product and service. A good example of that is the Cleveland RTA’s Healthline, which has multiple sponsors who have all benefited from their association with the service. All of the Healthline sponsors have increased awareness, built brand equity, and improved the standing of theses organizations with the public.

It is highly unlikely that any of the medical institutions or financial services organizations that sponsor the Healthline service and its facilities would have committed funding without the associated brand equity that the Cleveland RTA brought to the project. Having a name and brand validated the potential of the Healthline to these sponsors.

It has always been my opinion that having a brand is absolutely necessary to securing a sponsorship. The next step should NOT be securing a sponsor, but rather finalizing the BRT brand so that we can secure a sponsor.

SOLE SERVICE SPONSOR OR INDIVIDUAL STATION SPONSORS In the past year, obtaining sponsorships for public services and facilities has become much more difficult. As you may know, the Chicago Transit Authority (CTA) embarked upon a service and station sponsorship program about five years ago seeking corporate sponsors to help underwrite the cost of operating special services and maintaining the agencies subway stations. That program has not yielded any results except for Coors Beer’s sponsorship of free New Year’s Eve service on all CTA subway lines and bus routes. Coors compensates CTA for lost revenue and contributes media support to the promotion of the use of the transit service to minimize drunk driving.

This is not to say that public/private partnerships are impossible to develop, but the candidate projects have to be ‘authentic’- that is the project must be more than merely an attempt to raise revenue. Programs, such as the CTA’s, have been criticized because they are focused solely on revenue generation and the sponsorships do not involve improvements to the facilities.

The CTA has one memorable subway station on top of which is an Apple Store. This was not a sponsorship project or a pop-up store, but rather a development project.

Sponsors are looking for value, but they avoid projects that have the potential to backfire and damage their own reputations. I have included for your review and use an article from the NEW YORK TIMES that defines the difference between sponsorships that are ‘authentic’ and those that are not. When there is a genuine need, sponsors will step up and support a project. I sincerely believe that AC Transit’s BRT project is one of those genuine projects worthy of support and I will explain why later in this memo.

Even with a project that is genuine or authentic, obtaining a full sponsorship of the service may be difficult. Last year, Gobis & Co. valued a full East Bay BRT sponsorship at $1 million annually. That number is still valid based on the value of out of home advertising in the Bay Area, which increased 3.8% according to the Outdoor Advertising Association of America.1 However, obtaining the goal may be problematic based on the length of time it has taken for the project to evolve, and the negative publicity resulting from the merchant concerns about the project.

A more reasonable strategy may be to sell annual service sponsorships while selling sponsorships of individual stations. You will remember that the Cleveland RTA has been able to sell service sponsorships as well as individual station sponsorships.

Two notes of caution on the sponsorships, we need to meet with Caltrans to resolve issues about advertising in the right of way, and we need to ensure that our work does not conflict with Titan360’s transit advertising sales.

SPONSOR INFLUENCE ON THE BRAND Sponsors traditionally avoid making decisions on the brand because it is not their decision in the first place. As stated previously, sponsors like to work with established brands taking advantage of

1 OAAA News Releases 2014 & 2015

the equity of the sponsored brand. The sponsor’s hope is the association delivers value through the length of the sponsorship.

It is very doubtful that a sponsor would want to associate his brand name with the BRT service. The sponsor would not have control over fare policy, service frequency, span of service, and, most importantly, service quality. Therefore, a sponsor would not want the risk of lending his name and brand equity to the service.

A sponsor-named service is rife with potential risks for AC Transit as well as the sponsor. Will riders be confused that the service is not AC Transit service, but Pacific Gas and Electric service? If a BRT bus in involved in an accident, would the sponsor want the risk of being sued? Would the sponsor want to deal with the negative publicity that results from operating transit service in a large urban area, especially the crime, the equity issues, and funding problems?

Gobis & Co. would not recommend a sponsor’s name be part of the BRT service brand, nor would we recommend naming stations solely after sponsors. Service, fleet and facilities must be branded to the AC Transit brand, as the public funds the service through its tax dollars and through the farebox revenue. They are the shareholders of AC Transit, and the agency’s foremost responsibility is to its shareholders, not the sponsors.

RECENT SPONSORSHIP ACTIVITY As mentioned earlier in this memo, recent efforts to sell station and service sponsorships have fallen short of expectations. Both Chicago and Denver announced programs to much fanfare only to see no return for their efforts. Again, the issue is authenticity. The public wishes that public sector agencies be as effective and efficient as possible, yet they draw the line when an agency goes overboard risking the public’s investment and its confidence.

Gobis & Co. still believes that service and station sponsorships are possible; however, they must be worthy and demonstrate a sincere need for the private funding. East Bay BRT is a project worthy of sponsorship not just because the project needs additional revenue, but because the service will deliver real value to the communities that it will serve.

The communities in the BRT alignment have high unemployment, high levels of crime, and high incidence of public health problems. Mobility is first and foremost the essential that helps the public overcome these problems.

Gobis & Co. is resolute in its belief that the East Bay BRT project can earn sponsorship revenue, but the project must consider sponsorship revenue as endorsement revenue, rather than operating revenue. Gobis & Co.’s original recommendation was to approach Kaiser Permanente because of the health problems of the residents in communities along the East Bay BRT alignment. A recent American Community Survey revealed that 27 percent of the population in the corridor are children under the age of 20, and 11 percent are seniors over 65. Additionally, 11 percent of the total corridor population lives under the federal poverty level. Aside from tough living conditions, residents along the corridor face serious health issues where 30.5% of Alameda County’s school-

aged children are overweight2, and Alameda has that second highest rate of asthma in the State of California3.

Based on the need to make the sponsorship genuine, there is a very compelling case for Kaiser to sponsor the service and use the space to promote healthy lifestyles, similar the graphics Gobis & Co. originally proposed in the sponsorship samples attached with this memo.

RECOMMENDED NEXT STEPS ! Finalize the BRT Brand ! Resolve Caltrans and Titan360 Issues ! Develop Sponsorship Materials ! Host a Kick Off Luncheon to Start the Sponsorship Drive

Best regards,

John Gobis

Attachments

2 Youth Health and Wellness in Alameda County, 2006 3 Select Health Indicators for Alameda County, 2007 !

Valuing the East Bay Bus Rapid Transit Sponsorship

Sponsorships are valued on the cost of similar types of media in a Designated Market Area (DMA); the geographic and demographic reach of the sponsorship and recent patterns of the fees that sponsors pay and the value they receive. For property or service sponsorships, like the East Bay Bus Rapid Transit (BRT) infrastructure and service, the most comparable quantitative values are outdoor advertising in the Oakland DMA and the value reaped by other public transit sponsorships.

The values of the East Bay BRT sponsorship are as follows: Quantitative Benefits: These are the measurable benefits such as the audience of ‘eyes on’ that will use or go through the corridor each day seeing the sponsorship elements. This is measured through ridership numbers, vehicular traffic counts and out of home advertising audience levels.

Qualitative Benefits: These are the intangible benefits that sponsoring the BRT Project would deliver, such as loyalty, public awareness, understanding of the sponsor’s commitment to community and improvements in the public’s opinion of the sponsoring organization.

Geographic and Demographic Reach: Reach is the relevancy of the sponsorship in a market, such as the East Bay, including the value of the location. In this case, a heavily traveled corridor as well as one of the most ethnically diverse in the nation. Those two elements offer high value to a sponsor. For example, an ethnic consumer products company, such as Johnson Products or Goya, would want a strong visual presence in neighborhoods along the BRT corridor. The sponsor’s association with a brand like AC Transit’s that is valued by its majority minority ridership base provides the sponsor with entrée to a customer base that would be very expensive for the sponsor to reach alone.

Cost Benefit Ratio and Value: Sponsorships have measurable values. Sponsorships typically deliver ‘soft’ value, meaning greater credibility through association with a cause as opposed to traditional advertising that delivers ‘hard’ value. Most sponsors also have advertising budgets, which they use to introduce new products, create consumer awareness, or to simply stay competitive. Sponsorships deliver both quantitative and qualitative value, so the cost benefit ratio of sponsorships usually generates $2 for every $1 that is invested.1

!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!! 1 Valuing of Sponsorships IMG 2006

1 Valuing the East Bay BRT Sponsorship  October 11, 2013! The Value of an East Bay BRT Sponsorship Using the cost benefit ratio, the value of naming rights in the form of sponsor branding on the BRT shelters and vehicles, as well as other treatments, would be approximately five cents for every person that sees the sponsor’s logo, reads the sponsor’s materials while waiting for a rapid bus, or associates the sponsor’s brand as a major investor in the East Bay Region.

Based upon this ratio, the annual value of the sponsorship for the entire East Bay BRT service with 34 stations, an estimated daily ridership of 34,000 ($620,500), and traffic counts along the International Boulevard/East 14th Street corridor of 259,000 daily vehicular movements2 ($2,800,000) would be $3,420,500.

The combined value of over $3 Million is ‘fair value’ when compared to out of home billboard advertising in the East Bay, which sells for an average monthly fee of $7,990 for a 14’ x 48’ traditional bulletin billboard. A monthly showing of 48 billboard faces across the Bay Area would cost an advertiser $346,8003 per month, or $4,161,600 annually.

This $3 Million plus assessment must be rationalized with the reality of the current market for sponsorships that is stable, but not robust; the crime problem in the corridor and the low awareness of bus rapid transit in the San Francisco DMA are primary hindrances. The latter is a factor that can be overcome with education, the crime problem is not an attribute that can be ‘talked through’ rather, the sponsor must be willing to accept the unique characteristics of the East Bay BRT Corridor and to develop a genuine sponsorship approach that seeks to improve the quality of life along International Boulevard and East 14th Street.

Gobis & Co. recommends that the sponsorships be offered at three levels: 1. Exclusive Service Sponsorship: Includes naming rights to the service with recognition on all facilities, rolling stock and AC Transit supportive media - $1,000,000 annually. 2. Partial Service Sponsorship: To be sold in packages equally: 25% of the facilities, rolling stock and AC Transit supportive media - $300,000 annually. 3. Station Sponsorships: Individual station packages including station recognition and AC Transit supportive media - $30,000 annually. AC Transit will stipulate in the sponsorship agreements that the proceeds from the service sponsorships will be used exclusively to fund the operation of the East Bay Bus Rapid Transit service including the maintenance of the right of way and the BRT fleet. None of the funds should be allocated to General Fund or

!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!! 2 Caltrans Traffic Volumes on California State Highways 2012 3 Clear Channel Out of Home Advertising Rates Spring 2013

2 Valuing the East Bay BRT Sponsorship  October 11, 2013! ! Administrative purposes otherwise the sponsorship value will be disingenuous and unsustainable.

Under the FTA’s New Starts and Small Starts, transit agencies receive higher ratings for private participation providing AC Transit with another benefit for pursuing sponsorships.

The Value of the Intangibles to A Sponsor The value of the East Bay Bus Rapid Transit service to a sponsor can be measured in audience numbers, but a sponsor can easily obtain a similar audience by buying paid advertising. The key to selling a sponsorship on a public works project is the other intangibles.

Located in a corridor that faces multiple challenges-crime, unemployment, health and overall quality of life, a sponsor must have a level of ‘enlightenment’ to invest in this project. The intangible values of the corridor include: • Recognition for Commitment to Community • Raising Awareness and Support • Building Existing Customer Loyalty • Active Community Presence • Improving Corporate Image • Media Coverage

The characteristics of the BRT corridor, surprisingly, should make the opportunity even more appealing to some sponsors. This corridor is in the heart of the East Bay Region, and while it is not currently a source of civic pride, its transformation would be an important demonstration of the resiliency of the East Bay.

3 Valuing the East Bay BRT Sponsorship  October 11, 2013! !

To Some Dismay, Italy Enlists Donors to Repair Monuments - The New York Times 9/16/15, 6:45 AM

http://nyti.ms/1skWEr4

ART & DESIGN Corporate Medicis to the Rescue To Some Dismay, Italy Enlists Donors to Repair Monuments

By GAIA PIANIGIANI and JIM YARDLEY JULY 15, 2014 ROME — Since early July, workers have been carefully unscrewing the steel scaffolding that for months has obscured much of the ancient facade of the Colosseum. Slowly, this monolithic symbol of Rome is coming into view again after the first portion of a 25 million euro ($34 million) refurbishment that underscores how Italy is coming to rely on private aid to preserve national treasures.

“Our doors are wide open for all the philanthropists and donors who want to tie their name to an Italian monument,” Italy’s culture minister, Dario Franceschini, said in a telephone interview. “We have a long list, as our heritage offers endless options, from small countryside churches to the Colosseum.

“Just pick.”

It is a message being heard across Rome. While the Italian luxury group Tod’s is financing the restoration of the Colosseum, not far away, the Trevi Fountain is being restored with $4 million from the fashion brand Fendi. Another luxury giant, Bulgari, is paying $2 million to spruce up the Spanish Steps.

The practice of using corporate largess to finance restoration projects for public antiquities was once fairly rare here. But with the nation struggling with a stagnant economy and crushing public debt — Rome is flirting off and on with bankruptcy — politicians are now looking to private companies and international

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sources to help preserve Italy’s cultural heritage.

While private-public partnerships are common in the United States and many other countries, the government has traditionally been responsible for maintaining historical sites in Italy, and even today some historians and preservationists worry that the shift could lead to crass commercialization. Critics complain that companies have exploited cultural sites by commandeering them for elaborate dinners or the display of luxury advertisements.

Indignation ran high in Florence after it was discovered that city officials had allowed Morgan Stanley to hold a dinner inside a 14th-century chapel for a rental price of $27,000. Florence’s mayor doubled the rent to $54,000 after the outcry, but some argued that price was not the core issue.

“There are sacred places where one can simply not hold a dinner,” said Salvatore Settis, an expert in cultural heritage law and a former director of the J. Paul Getty Research Institute in Los Angeles. “Not even for four million euros” ($5.4 million).

Many preservationists were also outraged that Rome’s mayor allowed the Rolling Stones to rent Circus Maximus for an outdoor concert last month.

Prime Minister Matteo Renzi has often spoken about the need to enlist private companies to underwrite work at sites like Pompeii, where more than $137 million in European Union funds has already been spent. In May Mr. Franceschini, the culture minister, announced a new tax deduction intended to encourage private- sector donations for the restoration and preservation of museums, archives, libraries and theaters.

Few Italian politicians are more active in trying to woo private money than Ignazio Marino, who worked as an organ transplant surgeon in the United States for decades before returning to Italy and being elected mayor of Rome last year. From the balcony behind his office, Dr. Marino has one of the best views in Rome, overlooking the Forum, with the Colosseum in the distance. And like a determined salesman, he has shown the vista to visiting political leaders, tycoons and a Saudi http://www.nytimes.com/2014/07/16/arts/design/to-some-dismay-italy-enlists-donors-to-repair-monuments.html?_r=0 Page 2 of 5 To Some Dismay, Italy Enlists Donors to Repair Monuments - The New York Times 9/16/15, 6:45 AM

sheik while delivering a message: Help preserve what you see.

“We simply can’t manage by ourselves,” the mayor told a panel of diplomats from the United States, Britain and other countries whom he brought together in June to make his case. He distributed a list of Roman monuments in need of restoration and appealed for expertise and money from abroad — as much as $270 million.

“I don’t think this is a responsibility that belongs to Rome or Romans only — it belongs to mankind,” he added. “Large parts of Western civilization started here.”

While private money has been used in the past to finance cultural projects — philanthropists’ groups like Friends of Florence or Save Venice Inc. have footed the costs of hundreds of small restorations over the years — such efforts are dwarfed by the ones now being advocated by many of Italy’s leading politicians.

“In Italy, we are seeing now something that happened in the U.K. with Margaret Thatcher and Tony Blair, an anti-state rhetoric in favor of privatizations,” said Tomaso Montanari, a professor of art history at the University of Naples who has criticized the trend. “It is very much in fashion to talk about private investments in arts restorations.”

At the heart of the controversy is what private donors receive in return.

Diego Della Valle, the founder of Tod’s, was initially suspected of planning to harness his $34 million restoration of the Colosseum to an aggressive advertising campaign: Critics worried that the Tod’s logo would festoon the scaffolding and be printed on admission tickets for the 2,000-year-old arena. Mr. Della Valle said he had no intention of exploiting his sponsorship and had donated the money out of a sense of national pride. The only visible nod to the financing ended up being a small Tod’s logo on exterior signage detailing the nature of the project.

Italy has no shortage of wealthy citizens, but the incentives for private philanthropy that exist in the United States were long absent here. The new tax breaks announced by the culture minister will allow donors to receive a tax credit

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over three years equal to 65 percent of the gift. Many of the Italian companies now making high-profile donations describe them as altruistic acts based on a love of their native culture. Last month the Salvatore Ferragamo fashion house, based in Florence, announced a donation of $817,000 to restore a wing of the Uffizi Gallery.

“My father migrated to the U.S. when he was very young, and then came back to Italy and chose Florence as his city and his company’s headquarters,” Ferruccio Ferragamo, president of the Salvatore Ferragamo Group, said in a telephone interview. “The air that my father — and we all — breathe here is inspirational. It was time for us to give back.”

Yet one of the biggest deals may end up being brokered with the Saudi royal family, which is moving to create a special fund devoted to restoring historic sites in Rome. Dr. Marino suggested that one project might be the oft forgotten Mausoleum of Augustus, which he described as “an open wound in the middle of the city.”

“There are a lot of people who thought, ‘Oh, we cannot have rich billionaires paying with his money or her money to restore our antiquities,’ ” he said. “I took a completely opposite approach: ‘Look for the money where the money is.’ ” He added that the deal with the Saudis had not been finalized.

At a news conference with the diplomats, the mayor said the Italian public needed to be reassured that their cultural heritage was being protected. He called for the creation of a foundation with foreign trustees, including art historians and academics, that would draft a restoration plan based on a list of monuments in need of work. He said the trustees could also manage the funds.

“I’d like to get people involved from all over the planet, not just for the monetary contribution, but also for the intellectual contribution,” Dr. Marino said.

Correction: July 18, 2014 An article on Wednesday about Italy’s growing reliance on aid from corporations and international sources to preserve national treasures referred imprecisely to the 25 million euro (about $34 million)

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refurbishment of the Colosseum in Rome. Part of that money has been spent on the facade, not all of it. A version of this article appears in print on July 16, 2014, on page C1 of the New York edition with the headline: Corporate Medicis to the Rescue.

© 2015 The New York Times Company

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CLEVELAND -- Huntington Bank (https://www.huntington.com/) in Northeast Ohio is the new sponsor of the HealthLine station next to its headquarters building at 200 Public Square Service Alerts (http://maps.google.com/maps? q=200+Public+Square,+Cleveland,+OH&hl=en&sll=40.365277,-82.669252&ssp Rail (/news/huntington-bank-sponsors-healthline-station?qt-service_updates=0#qt-service_updates)Bus (/news/huntington-bank-sponsors-healthline-station?qt-service_updates=1#qt-service_updates)BRT (/news/huntington-bank-sponsors-healthline-station?qt-service_updates=2#qt-service_updates)Trolley (/news/huntington-bank-sponsors-healthline-station?qt-service_updates=3#qt-service_updates) n=4.469836,6.734619&oq=200+Public+S+q&hnear=200+Public+Square&t=m&z Red Line (/routes/redline) =16). 4 Alerts It will now be called the East 2nd/Huntington Station, officials of the Greater Cleveland Regional Transit (/routes/redline) Authority (RTA) said today. Green Line Normal Service Huntington Bank has joined other RTA sponsors, such as the Medical Mutual Blue Line Normal Service (http://www.medmutual.com/)and Cleveland State University (http://www.csuohio.edu), to support the growth & economic development spurred by the HealthLine. Waterfront Line (/routes/waterfrontline) "A great fit" 1 Alerts (/routes/waterfr “We appreciate Huntington’s support of RTA and the Cleveland community,” said Joe Calabrese, CEO & ontline) General Manager, RTA. “It is a great fit as so many of the bank’s employees and customers use the HealthLine and other RTA services daily.” View All Service Alerts (/service- alerts) "Reinforces our commitment to the city"

“Cleveland is our hometown and our Huntington family applauds and takes pride in the achievements of Cleveland’s RTA, particularly the designation of the HealthLine as the highest quality bus rapid transit corridor in the country. Huntington’s sponsorship of the HealthLine station directly outside our Public Square headquarters reinforces our commitment to the city, expands our bank’s presence and supports the RTA in its mission of keeping Cleveland connected,” said Dan Walsh (https://www.huntington.com/us/HNB3130.htm), president for Huntington Bank in Northeast Ohio.

The HealthLine was named as part of an agreement with University Hospitals and the Cleveland Clinic.

About RTA

RTA provides quality, economic and safe public transportation via rail, bus and Paratransit throughout Cuyahoga County. Check www.riderta.com (http://www.riderta.com) for timetables, schedules and route information, or call the RTAnswerline at 216-621-9500.

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HealthLine (/routes/healthline)

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