The new design, name and logo are part of the recently announced naming rights sponsorship with Cincinnati Bell.
Cincinnati Bell will pay $340,000 per year for 10 years under the agreement.
Selling the naming rights for an entire mass transit system puts Detroit future streetcar on the forefront of a trend in public transportation, say several industry analysts.
Contract will cover the A Line commuter rail from Union Station to Denver International Airport (scheduled for 2016 opening), as well as ads on the Flatiron Flyer bus rapid transit line that runs along US 36 from Union Station to Boulder.
Detroit-based Quicken is owned by Dan Gilbert, who has been the $137 million streetcar project's co-chairman (with Roger Penske) nearly since its 2008 inception.
The new route will offer commuters an upgraded ride on new, specially-designed vehicles fully branded for CSU. Stations connect commuters traveling from the downtown campus through Cleveland’s West Side along Clifton Boulevard and with branch routes connecting multiple West Shore communities.
Across the country, limited capital budgets are forcing transit agencies to find creative ways generate revenue to address their perpetually growing list of needs. Every dollar counts. Selling naming rights for properties (and routes, like Cleveland’s HealthLine) is one option for generating new income. In Philadelphia, SEPTA just announced its second station renaming — Jefferson Station, which serves SEPTA’s Regional (commuter) Rail in downtown Philadelphia.
The first-of-its-kind plan comes amid projected deficits of $240 million a year through 2016.
Selling the naming rights could bring $18.4 million total a year if 11 prominent stations found sponsors. The agency plans to upgrade Wi-Fi and the stations’ aesthetics and improve access for the visually impaired with the funds.
In addition, the collaboration will also put a sponsor’s name and logo on system maps, exclusive advertising within the station and other collateral materials such as downtown sight-seeing guides produced by the CTA.
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